Tag: Philippines

Manila, Philippines – BBDO Guerrero has appointed Josh Espinase as the agency’s new head of social. Espinase has spent nearly a decade in advertising, specializing in social media and strategic planning.

On his return to BBDO Guerrero, he will lead the social team and work across the agency to elevate the social media campaigns of clients.

Espinase started his advertising career with an internship with BBDO Guerrero. His experience spans working with several agencies where he had the opportunity to work with numerous local and international brands. His expertise is backed by numerous certifications, and he is passionate about Filipino trend culture skills in the Gen Z demographic.

Speaking on his new role, he said, “BBDO Guerrero introduced me to the world of advertising = and now, a decade later, I’m excited to return to where it all began. In just my first month back, I’ve seen that the agency is brimming with creative talent and innovative ideas.”

He added, “My team is committed to bringing those ideas to life in their most vibrant forms and leading the charge in social-first strategies and ideas together with new social-based innovations for our clients.”

Meanwhile, Francine Kahn-Gonzalez, chief executive officer of BBDO Guerrero, commented, “We’re happy to have Josh back onboard with us. We look forward to the fresh perspectives and energy Josh will bring to our team and our brands.”

Philippines – Angkas, the Philippines-based motorcycle ride-hailing platform, has appointed Danielle (Dani) Eleazar as its new head of consumer and brand development, signalling a fresh direction for the company’s marketing and consumer engagement strategies.

In an exclusive interview with MARKETECH APAC, Dani Eleazar shares insights on her transition from foodpanda to Angkas, how she’s adapting to her new role, and her forward-looking vision for the iconic Filipino ride-hailing brand.

Embracing the move to a new role

Before joining Angkas, Dani served as the head of marketing at foodpanda Philippines, where she oversaw the brand’s complete marketing efforts—from developing consumer strategies to executing campaigns and analysing performance for the Philippine market.

When asked about the challenges she anticipates in her transition, Dani acknowledged that moving from foodpanda to Angkas represents a significant shift, especially due to the change in industry. However, she emphasised that she doesn’t see this shift as a challenge but rather as an exciting learning opportunity.

“I see ‘challenges’ to any new endeavours as natural learning curves, and I’m genuinely excited about this opportunity to work for such an iconic brand,” she explained. “One of the only ‘challenges’ I foresee is living up to the high standards set by Angkas. As I believe that I am naturally adaptable, quick to learn, and curious, I honestly am very excited to contribute effectively to Angkas’ ongoing success.”

According to Dani, despite her years of experience, her natural curiosity and adaptability allow her to absorb new experiences like a ‘sponge.’ Combined with her extensive experience at foodpanda, she is confident that these qualities will greatly benefit her in her new role at Angkas. 

“I think my previous experience with foodpanda has provided me with a strong foundation in both the strategic and operational aspects of tech-driven consumer services,” Dani shared. 

She added, “At Angkas, I’m excited to leverage my expertise in structuring effective strategies and my continuous curiosity to enhance our consumer outreach and engagement, ensuring we not only meet but exceed our users’ expectations.”

Riding the legacy of safety and reliability 

Angkas has been instrumental in offering safe and affordable transportation in the Philippines, and Dani is eager to build on this legacy in her new role. For her, the goal is to  ensure that the brand continues to be a dependable choice, steadfast in its mission to provide reliable transportation for everyone.

“Angkas has made a real difference by easing traffic woes and improving the lives of our bikers. I’m excited to help more people see the positive impact we have, making sure Angkas is their go-to choice for safe and reliable transportation,” she expressed. “My goal is to strengthen our connection with both passengers and bikers, ensuring we continue to be a trusted and essential part of their daily lives.”

Looking ahead, Dani is also optimistic about the future of the mobility and ride-hailing industry in the Philippines.

“Mobility and ride hailing will continue to be relevant as cities get more crowded and consumers need quicker and more efficient ways to get around. Angkas aims to stay the top choice for safe and reliable rides,” she said. 

Speaking on current trends in consumer and branding, Dani revealed that she is excited about the potential of hyper-localised branding in the Philippines, a country with more than 7,000 islands and diverse languages.

“While Angkas has always been top-notch in being relatable, I’m excited to bring us closer to the consumers, connecting deeply with local communities. All for the livelihood of our bikers as well as an integral part of consumers’ daily lives,” she concluded. 

Philippines – In celebration of National Heroes Day, Grab Philippines has launched a new campaign that shines a spotlight on the crucial roles that delivery riders and ride-hailing partners play in the lives of countless Filipinos.

Hailed as contemporary heroes, Grab’s new campaign seeks to honour GrabCar driver-partners who navigate countless challenges on the road to deliver exceptional service. These drivers not only meet the basic needs of others but also strive to build better lives for their families who depend on them.

The campaign features an online film series titled ‘Itatawid, Ihahatid,’ which highlights the often-overlooked dedication of on-demand service professionals who ensure every passenger reaches their destination safely and every craving is satisfied.

“There’s no denying the exceptional dedication, perseverance, resourcefulness, and love for driving that ride-hailing professionals like me possess. I believe that no matter the obstacles, a person determined to succeed in life will find a way,” Matet Craig, one of Grab’s GrabCar driver-partners, shared. 

Being a GrabCar driver-partner for almost a decade, Craig was able to purchase her six-seater vehicle and send her children to school with her earnings as a solo parent. 

“No livelihood is easy, but as long as you have a clear goal for yourself and your family, you will see it reflected in the quality and kind of service you offer to each passenger,” Craig added. 

As part of the campaign, Grab delivery riders and driver partners are also honoured on the app, where they are depicted as superheroes on the location tracking feature. This creative tribute serves as a reminder of the invaluable contributions these riders and drivers make to the community.

The in-app activation in the Grab app depicts drivers as superheroes on the road.

Ralph Guillermo, a member of the Grab Ugnayan Advocates, a group of GrabFood delivery partners, emphasised the importance of recognising the dedication of platform professionals like himself.

“Our livelihood is not easy. We face many challenges on the road while delivering, such as traffic, changing weather, and more. But of course, we don’t let these obstacles stop us from serving our customers and providing for our families,” Guillermo stated. 

Another Ugnayan advocate, Alan Carrillo, emphasised how much delivery partners value feedback from consumers.

Carrillo shared, “It’s heartwarming to receive simple feedback like a five-star rating or positive comments, as well as tips, from our customers. These show that everyone wins in every successful delivery—customers are happy, while we move closer to our aspirations.” 

The series of online films is available for viewing on Grab Philippines’ official social media channels. 

Philippines – Mobile payments service GCash has released a short film featuring the journey of Paralympic medalist Adeline “Adz” Dumapong, highlighting the financial challenges experienced by para-athletes in the Philippines. 

The film is the latest addition to GCash Stories, a digital series that tells the modern-day narratives of Filipinos with the aim of inspiring others.

Having experienced challenges in raising funds for her international competition, Dumapong finds solutions with the help of GCash, as reflected in the short film.

”Adz is a true inspiration. Her story is a powerful reminder of the potential in every individual, regardless of their abilities. We hope this film sparks a conversation about the need for inclusion and progress for all, especially the greater support needed for the community of persons with disabilities,” Neil Trinidad, chief marketing officer of GCash, said.

GCash continues to support persons with disability by signing a memorandum of understanding with the National Council for Disability Affairs to promote an inclusive workspace. It has also partnered with women-led organisation WOW LEAP in support of its programs. 

“We are proud to partner with organisations like the NCDA and WOW LEAP, Inc. to support the PWD community. Adz’s story embodies our mission of financial inclusion and is just the beginning. We are committed to working closely with the PWD sector to provide financial education and support, ensuring that everyone has equal opportunities to thrive,” Winsley Bangit, group head of New Businesses and Wealth Management at GCash, said.

Philippines – Media agency Initiative has been appointed as the integrated media agency of record (AOR) for Century Pacific Food (CNPF), Inc. and Shakey’s Pizza Asia Ventures, Inc. (SPAVI), following their win in a competitive agency pitch. 

As the AOR, Initiative takes charge of the companies’ media solutions across all brands, including canned and frozen meat, marine, culinary, dairy products, restaurant, and kiosk businesses. 

“We look forward to hitting the ground running with our new media partner, Initiative. Our business is in growth and investment mode – with a diverse portfolio of market leaders, strong challengers, emerging brands, and innovations, each with its own set of business needs. We are excited to work with a partner who can help us navigate the evolving media landscape to bring our brands closer to our consumers,” Greg Banzon, CNPF executive vice president and chief operating officer, said.

“We are pleased to partner with Initiative, leveraging the efficiency of having one group handle our new portfolio of WOW! Brands.  This collaboration aligns perfectly with our aspiration to deliver double-digit growth and enhance our brands’ visibility across multiple audiences and platforms,” Oli Sicam, SPAVI Group marketing director, said.

Initiative Philippines managing partner Melody Laogan commented, “We are thrilled to finally reel this in! The team is beyond energized with this new account and it also brings us closer to our goal of growing the agency to new heights!”

“We are grateful to the whole Century and Shakey’s team for entrusting their business to us. Both are a powerhouse of brands loved by every Filipino household. We are excited to collaborate with them to drive transformative growth for the entire CNPF and SPAVI portfolio through our Fame and Flow™ approach,” Paul Atienza, Initiative Philippines managing partner, added.

CNPF is home to household products such as Century, Argentina, 555, Ligo, and Birch Tree. Meanwhile, SPAVI’s brands include Shakey’s and Potato Corner.

Philippines – TIA’M, a South Korea-based skincare brand, has appointed AnyMind Group, a BPaaS company specialising in marketing and digital transformation, as its exclusive distributor in the Philippines.

TIA’M’s products are currently distributed globally across North and South America, Asia, Europe, Africa, and Oceania. Through this partnership, the skincare brand will leverage AnyMind Group’s full suite of e-commerce and marketing solutions to accelerate its expansion into the Philippine market.

The brand will utilise AnyX for seamless e-commerce management, AnyLogi for efficient inventory and logistics control, AnyChat for enhanced conversational commerce and customer engagement, and AnyTag for strategic influencer marketing. Additionally, TIA’M will benefit from AnyMind’s in-market consulting and operations teams, which will enhance its cross-border expansion and streamline importation processes.

Wonyoung Ryu, CEO of Fireworks Co., Ltd. (behind the TIA’M brand), said, “We are delighted to collaborate with AnyMind Group, a company with significant strengths in brand commerce and partner growth, as we venture into the highly promising beauty market in the Philippines. TIA’M continues to possess untapped potential in the domestic and overseas K-Beauty industry, with our niche in skincare products containing vitamin ingredients, and we have doubled our business every year. We sincerely appreciate AnyMind Group for recognising our strengths, and we are committed to providing our utmost support to establish TIA’M as a competitive brand in the beauty market in the Philippines.

Ted Kim, country manager of Korea at AnyMind Group, added, “Our BPaaS model enables us to create incremental and agile value for TIA’M across their business process through the data-driven optimisation of e-commerce, international distribution, marketing, and more, ultimately creating a more borderless world for enterprises and consumers. The Philippines represents an unprecedented opportunity for TIA’M to tap on a growing domestic demand for quality skincare products, and we will continue to open up new avenues for TIA’M to grow.”

Manila, Philippines – Gushcloud Philippines, the local unit of the global creator and IP management and licensing company Gushcloud, has recently revamped its senior leadership to expand its capabilities and network, in an aim to keep up with the changes in global creator economy and talent industry. 

The new leadership updates include Ryan Marquez as general manager at Gushcloud Philippines, Miguel Felizardo, head of talent at Gushcloud Philippines, Darlene Malimas, head of global IP and content at Gushcloud International, and Ross Manicad, head of corporate communications at Gushcloud International.

Two of them are focused full-time on the Philippine operations and its performance alongside other Southeast Asia offices, while the other two also have duties for Gushcloud’s global network. 

Marquez has led the 40-strong Philippine office to achieve a 243% increase in revenue from January to June 2024 compared to the same period last year. It is now one of Gushcloud’s fastest-growing Southeast Asian markets. He leads the agency team with his experience in both talent development and client servicing. For two years, he was Gushcloud’s Regional head of studios, focused on content strategy, content production, and branding for the company’s global talents.

Meanwhile, Felizardo is a talent manager for over a decade, and has worked with some of the country’s top multimedia mega stars like Anne Curtis, Heart Evangelista, and Gabbi Garcia for brand endorsements and personal branding. He learned the ropes of talent management from being a mentee of top acclaimed talent managers in the country. In his role, he develops the next generation of content creators toward greater heights in their careers. In just a year in the company, he has already signed 16 exclusive talents with promising futures in content creation and more, including Korean content creator JinHo Bae, and Filipina lifestyle creators Jillian Raine Saberon and Pattie Paraiso. He’s on track to sign nine more, for a total of 25 talents this year. 

Moreover, Malimas is a seasoned producer and creative who has worked on several films and series both domestically and internationally. Her 2023 thriller film, “Raging Grace,” starring Max Eigenmann, received top accolades in the global independent film festival SXSW. The movie highlights the vulnerabilities of undocumented Filipinos working abroad. 

Lastly, Manicad has been responsible for the global branding, storytelling, and reputation of Gushcloud. He writes and releases stories for its talents, business announcements, products, and new businesses via traditional and social media. He also secures awards for the company’s chief executive and local markets. Locally, he manages the content strategy of Gushcloud Philippines’ social media IPs such as Best of Manila and MomCenter. 

Speaking about the new appointments, Oddie Randa, managing director for Asia-Pacific at Gushcloud International, said, “I’m so proud to introduce the formidable lineup of leaders who are turning the business of Gushcloud Philippines around. Their dynamic is much stronger and focused, with emphasis on building young leaders who will redefine the future of talent management. We have seen them push our Philippines office from being a small regional office to one of our fastest-rising markets in Southeast Asia.”

Manila, Philippines – TikTok Shop and cosmetics brand L’Oréal are joining forces to advance the ‘Digital Beauty Academy,’ an initiative designed to empower aspiring beauty entrepreneurs across the Philippines. This collaboration integrates L’Oréal’s extensive beauty education with TikTok Shop’s dynamic social commerce platform, creating new opportunities for participants.

Now in its second year, the program builds on the successes of its inaugural run in Quezon City, with this year’s expansion to Makati City. 

Running from August to December, the ‘Digital Beauty Academy’ will conduct six sessions focused on content creation, social commerce strategies, and the effective use of TikTok Shop to market and sell beauty products.

The ‘Digital Beauty Academy’ provides comprehensive beauty training and social commerce education, equipping participants with essential skills in beauty, grooming, and personal care while integrating effective strategies for leveraging TikTok and TikTok Shop for business growth. 

Said initiative is designed to empower women from diverse backgrounds, enhancing their socio-economic status and creating opportunities for growth and success within the beauty industry.

Included in the curriculum is an introduction to TikTok and TikTok Shop, livestreaming essentials, and best practices in content creation. Participants will also have the opportunity to engage with TikTok creators and industry experts, gaining valuable insights and practical skills to enhance their entrepreneurial endeavours.

Yannick Raynaud, managing director at L’Oréal Philippines, said, “L’Oréal together with TikTok Shop Philippines recognises the transformative power of beauty in driving positive societal transformations. The expansion of L’Oréal Digital Beauty Academy in Makati and Quezon City, amongst the bustling cities in the Philippines, signifies a significant step towards a more inclusive future. By the end of the year, over 1800 Makati residents are set to gain access to fundamental beauty and digital commerce tools, aving the way for enhanced economic opportunities through beauty among Filipinos.”

Meanwhile, Paolo David, country head for brand growth and partnerships at TikTok, commented, “We are thrilled to partner with L’Oréal to bring the Digital Beauty Academy to life. This initiative perfectly aligns with TikTok’s mission to democratise access to digital platforms and provide opportunities for growth and empowerment. Through this program, we aim to equip participants with the skills and tools they need to thrive in the digital economy, while also supporting local communities and fostering inclusive growth.”

Manila, Philippines – With a humorous twist, Grab Philippines has teamed up with the creative agency Gigil to unveil its latest campaign, highlighting GrabCar’s improved booking reliability—making it no longer a go-to excuse for being late or cancelling plans.

Titled “Sorry, ‘Di Mo Na Kami Pwedeng Gawing Excuse,” the campaign spotlights a series of humorous online videos that poke fun at the absurd excuses people use for being late or skipping plans. From pretending to be attacked by a dog and jokingly breaking the law to dropping their phone in the toilet, these videos emphasise that GrabCar is no longer a convenient excuse for tardiness.

Grab’s campaign highlights the company’s improved driver allocation and more reliable booking experience, leaving passengers with fewer excuses to avoid commitments.

J-anne Aruta, country marketing head of Grab Philippines, said, “Through the intriguing paradox in ‘Sorry, ‘Di Mo Na Kami Pwede Gawing Excuse’, we aim to instill confidence in our passengers that GrabCar is now a more reliable transportation alternative—a safe and convenient way to get back home to their families or reach their intended destination.” 

“We’ve all found ourselves in this situation—crafting the most plausible excuses to avoid commitments or justify delays, sometimes even blaming the unavailability or challenges in securing a ride. However, Grab persistently strives to put an end to this amusing habit of playing the ‘I couldn’t book a ride’ card,” Aruta added. 

In the first half of 2024, GrabCar reported a significant boost in passenger experience, with nine out of ten riders successfully securing a driver. The company attributed this improvement to increased driver-partner activity and the introduction of new features like advance booking, multi-taxi type booking, and group rides, which enhance GrabCar’s reliability.

Manila, Philippines – Global pharmaceutical company Boehringer Ingelheim Philippines, alongside the Philippine Alliance of Patient Organizations (PAPO), Dialysis PH, and Kidney Transplant Association of the Philippines, Inc. (KITAP), marked National Kidney Month with a crucial initiative ‘It Starts with U: Get CheCKD’ through an outdoor activation that highlights the impact of lifestyle choices on kidney health.

To give the public a holistic health education experience, Boehringer prepared four Zones – ‘Check Your Choices’ game room, ‘Movement CheCKD’, ‘Health CheCKD’ and ‘Nutrition CheCKD’. 

‘Check Your Choices’ challenged the participants to revisit their lifestyle choices for a healthier life. It featured eight rooms inspired by the 8 Golden Rules of Kidney Health. Meanwhile, the ‘Movement CheCKD’ had an all-day Zumba session with low to high-intensity routines for people of all ages. For quick snacks and refreshments, visitors enjoyed their healthy treats at ‘Nutrition CheCKD’. Lastly, the ‘Health CheCKD’ zone offered free one-on-one consultations with doctors. Once determined to be at risk for CKD, patients were referred to the CKD Screening booth for the blood and urine tests.

For the company, the ‘It Starts with U: Get CheCKD’ initiative underscored the commitment to raise awareness and empower Filipinos in managing their kidney health, ensuring a healthier future for all.

The initiative was launched during an event on June 29, 2024, at Glorietta Activity Center in Makati City. It brought together experts and health leaders, including Dr. Rose Marie Rosete-Liquete, Executive Director, National Kidney and Transplant Institute and Dr. Maaliddin B. Biruar, Nephrologist. They emphasised the importance of early detection through regular screenings and lifestyle adjustments to combat CKD effectively. 

Boehringer also launched their ‘It Starts With You’ educational website, providing accessible information on CKD management and patient stories.