Bud launches Manila office to strengthen SEA presence, Kiana Carreon to lead local office

Manila, Philippines – Singapore-headquartered public relations and content agency Bud has officially launched its operations in the Philippines, marking another step in its expansion across Southeast Asia. The move is driven by the growing demand for high-impact communications strategies among the region’s most dynamic and disruptive brands.

The newly opened Bud Manila will be led by Kiana Carreon, who has been promoted to account director. Carreon brings extensive experience in consumer and corporate PR, brand building, and campaign strategy. She will oversee local operations and spearhead the agency’s growth in the country alongside a growing team.

The Philippine expansion is bolstered by the continued growth of two of Bud’s key clients in the market — ACMobility, the mobility subsidiary of Ayala Corporation, which includes automotive brands BYD and Kia, and Axelum Resources Corp, the nation’s top integrated producer of premium coconut products. Both clients have expanded their partnerships with Bud for a second consecutive year.

“Manila has become an obvious next step for Bud. The Philippines is full of creative energy and commercial opportunity, and it’s becoming a key market for brands growing across APAC,” said Oliver Budgen, founder and CEO of Bud.

“In her three years already at Bud, Kiana has proven she gets Bud, she gets the market, and we’re lucky to have her at the helm. Being able to ride alongside bold, ambitious brands like ACMobility and Axelum is a real validation of what we’re building and we couldn’t be more excited to build a long term business here,” Budgen added.

Patricia Malay, general manager of Bud, also underscored the significance of the move. “For me, this launch is both professional and deeply personal,” she said. “Having spent over two decades working in the Philippines, leading some of the country’s top network agencies, I’ve seen firsthand how much the communications industry has evolved, especially how much talent and potential there is here.”

She added, “At Bud, we believe in building teams that reflect the pulse of the markets we operate in. Kiana’s leadership and local insight are exactly what we need to serve our clients with relevance and ambition. Manila is just getting started and we’re ready to grow with it.”

Carreon shared her excitement over leading Bud’s Philippine operations. “I’m proud to be launching Bud Manila and shaping work that’s meaningful, strategic, and fresh. There’s a strong appetite here for communications that move the needle — and I look forward to growing our team, our impact, and the brands we’re entrusted with,” she said.

The agency’s approach has resonated with its existing partners in the Philippines.

“As ACMobility continues to drive innovation and sustainability in the mobility sector, having a communications partner that understands our vision is essential. Bud has consistently delivered strategic and creative work that reflects our ambition and values. We’re excited to continue our partnership as they expand into the Philippines — a move that mirrors our own commitment to growth and excellence across the ACMobility business portfolio,” said Dino Obias, chief marketing officer at ACMobility.

“Bud Communications has been a trusted partner in strengthening Axelum’s corporate reputation and advancing our sustainability initiatives. Their approach goes beyond traditional PR and truly mirrors our commitment to the industry and the communities we serve and operate in. Together, we’ve created impactful experiences for our customers and partners. This aligns with our dedication to setting the highest standards in quality and service in the coconut sector,” added Mariam Chan Brimer, global marketing director at Axelum Resources Corp.

The agency says its expansion into the Philippines reflects its long-term strategy of creating a “borderless agency model” — one that leverages Southeast Asia’s key creative and commercial hubs to provide clients with regional scale and local relevance.