Philippines – Oyie Pingol has announced that she has been appointed by the Jollibee Group of Companies as their new global media head. In an exclusive interview with MARKETECH APAC, Pingol stated that she will spearhead the evolution and implementation of media planning strategies within the Jollibee Group, encompassing diverse global markets and regions.
Specifically, her mandate encompasses crafting future-ready media frameworks, policies, guidelines, and controls to meticulously orchestrate media campaigns and ensure their success.
“In this capacity, I am entrusted with the strategic development of media recommendations that not only elevate our competitive edge but also remain agile and responsive to dynamic market landscapes. By staying attuned to shifting consumer behaviours and industry trends, I will lead the charge in devising forward-thinking strategies that propel the Jollibee Group and shape the future of media in the QSR industry,” Pingol told MARKETECH APAC.
For this role, Pingol will be prioritising foundational skills whilst advancing their digital capabilities through audience targeting and personalization through data analytics, ensuring the creation of high-quality and relevant content with seamless integration across diverse channels.
She will also be focusing on the exploration of innovative technologies like AI, testing and learning new technologies to maximise the use of their measurement and analytics tools, maintaining agility and adaptability to swiftly respond to market dynamics.
“By focusing on these strategic pillars, we aim to deliver cohesive and impactful campaigns that deeply resonate with our audience, drive engagement, and ultimately propel our brand’s success in an ever-evolving media landscape,” Pingol stated.
Prior to her appointment, Pingol worked with GroupM’s Wavemaker for over four years, wherein she cultivated a proactive and innovative growth mindset, constantly seeking out new opportunities, and embracing calculated risks to drive growth and success.
“This entrepreneurial approach, coupled with my experience in media planning, positions me well to contribute effectively to the dynamic environment of Jollibee Group. Additionally, their emphasis on digital transformation has equipped me with a strong foundation in navigating and leveraging digital media platforms and strategies,” shared Pingol.
When asked about what’s to come in terms of challenges and opportunities for the fast-food industry this year, Pingol mentioned that they will be facing a multitude of marketing challenges and opportunities in the current landscape.
One significant challenge is navigating the shifting consumer preferences and behaviours brought about by the pandemic. Consumers’ palates have expanded as they discovered new food options and neighbourhood food shops during lockdowns and restrictions, leading to increased demand for variety and quality in fast-food offerings. However, amidst these challenges lie opportunities for QSRs to leverage this trend by introducing new menu items, collaborating with local eateries, and emphasising freshness and quality in their offerings.
Moreover, the power of word-of-mouth marketing has never been stronger, with social media amplifying consumer voices that can either make or break brands. Authenticity, transparency, and responsiveness to feedback are crucial for brands to cultivate positive relationships with their audience and mitigate potential reputational risks.
Additionally, reaching and engaging Gen Z, known for its digital savviness and high expectations, presents both a challenge and an opportunity for fast-food brands to innovate in their marketing strategies and offerings.
Last but not least, with the growing awareness of nutrition and sustainability, fast-food brands must adapt their offerings to cater to these preferences while still maintaining convenience and taste.
Talking about what’s next for the fast-food industry, as well as Jollibee’s plans along these changes, Pingol concluded, “In addition to above, by staying agile, responsive to consumer needs, and leveraging its diverse portfolio of brands, the Jollibee Group is posed to further expand and improve in line with the evolving landscape of the QSR and casual dining industry.”
