Tag: Philippines

Philippines – The Philippine edition of MARKETECH APAC’s inaugural NEXT Awards 2025 has revealed its first jury lineup, comprising marketing industry leaders.

The newly launched NEXT Awards celebrate innovative marketing work, recognising excellence and creativity. The awards provide individuals, teams, agencies, and organisations with a platform to showcase how they shape the evolution of marketing as forerunners in the industry.

The jury members, composed of distinguished marketing professionals in the Philippines, will use their insights to evaluate the entries across the diverse categories of the NEXT Awards. With their expertise, they are set to play a critical role in honouring excellence in the marketing industry.

The first roster of jury members includes:

  • Bea Atienza, marketing director, IBE at Colgate-Palmolive
  • Joseph Jasper Evangelista, director of brand & marketing at DITO Telecommunity Corporation
  • Denice Sy-Munez, chief sales and marketing officer at Ever Bilena Cosmetics Inc.
  • Roche Vandenberghe, chief marketing officer at Globe Telecom
  • Angeline Marie Angeles, marketing director at GoTyme Bank
  • Sheila Paul, chief marketing officer at Home Credit
  • Isabel Falco, chief digital and marketing officer at L’Oreal
  • Pepe Torres, group chief marketing officer at Maya
  • Albet Buddahim, vice-president, head of marketing at MEGA Prime Foods Inc.; and
  • Albert Cuadrante, senior vice president and chief marketing and customer experience officer at UnionBank

The NEXT Awards Philippines’ 49 categories are classified into recognitions for marketing campaigns, agencies, individuals, teams, and Grand Prix. The Grand Prix recognises brands, agencies and tech organisations that perform best across all categories, assigning points to each of their wins.

All scores submitted by the panel members will be audited by the head of the jury, who will also approve the list of finalists and winners.

The NEXT Awards also introduces a unique tournament-style format, where all Bronze, Silver, and Gold winners from the Philippines will automatically advance to the grand stage of the NEXT Awards Asia-Pacific (APAC), competing against fellow top winners from Malaysia, Indonesia, and across APAC on November 28, 2025.

Its judging criteria are as follows:

  • Marketing campaign categories:
    • Objective (20%)
    • Strategy (25%)
    • Execution (25%)
    • Results (30%)
  • Agency categories:
    • Performance (25%)
    • Culture (25%)
    • Innovation (25%)
    • Influence (25%)
  • Individual categories
    • Business Contributions (35%)
    • Leadership (35%)
    • Industry Influence (30%)
  • Team categories
    • Team Culture (35%)
    • Business Innovation (35%)
    • Team Performance (30%)

NEXT Awards Philippines will hold its Gala Night on October 8, 2025. Other key dates are as follows.

  • Early Bird Deadline – June 18, 2025
  • Entries Deadline – July 18, 2025
  • Judging Period – July 28 to August 8, 2025
  • Finalists Announcement –  August 19, 2025

Visit our official webpage to enter the NEXT Awards Philippines and submit your entries.

NEXT Awards 2025 also accepts entries from Malaysia, Indonesia, Singapore and APAC.

Philippines – Philippine Airlines (PAL) is empowering aspiring Filipina pilots through its latest campaign with creative agency BBDO Guerrero. Aiming to inspire women to enter the aviation industry in the Philippines, the ‘Fly With Her’ campaign highlights gender equality.

In its recent celebration of International Women’s Month, PAL pledged 10 million in scholarships via the PAL Foundation. The investment aims to increase women’s representation in the male-dominated aviation industry.

At the heart of the campaign is a film following the story of a young girl and her fascination for airplanes. Adding authenticity, it featured a real Filipina pilot to show how aspirations can become realities.

PAL also introduced an illustrated children’s storybook with interactive features. They were distributed to children on PAL flights with Filipina captains.

Additionally, PAL invited young girls to read boarding announcements for PAL flights, allowing them to experience being a part of the industry.

Alvin Miranda, vice president for marketing at Philippine Airlines, said, “In aviation, skill and passion know no gender. Through Fly With Her, we want young Filipinas to know that their ambitions are valid, their dreams are possible, and their presence in the aviation field is not only welcome but essential. Our ₱10 million pledge to the PAL Foundation underscores our commitment to making this dream a reality, ensuring that the next generation of Filipina aviators can get the support they need to take off.”

“We wanted to send a powerful message we truly believe in— that there are no limits to what Filipinas can achieve. We hope that through this movement, more girls will be inspired to dream fearlessly and soar,” Mica Dela Rosa, creative director at BBDO Guerrero, said.

Philippines – Multinational restaurant company Jollibee Group has unveiled its new corporate brand identity, introducing its new ‘JoyMark’ logo. The brand evolution reflects its strengthened focus on spreading joy through the collective strength of its diverse portfolio of restaurant brands.

Aiming to encompass the variety of culinary experiences offered by the entire Jollibee Group, the new ‘JoyMark’ represents the strength of its local and overseas brands.

With a stylised ‘J,’ the logo conveys movement, momentum, and coming together. The vibrant design intends to reflect the company’s energetic approach to expansion and connection with its global franchisees, partners, and people.

Jollibee Group’s new corporate identity was created in collaboration with brand consulting firm Landor.

Alongside Jollibee as its flagship brand, Jollibee Group is home to restaurant brands such as Mang Inasal, Chowking, Greenwich, and Burger King.

Recently, Jollibee Group brought the first Tiong Bahru Bakery and introduced the first stand-alone Milksha concept store in the Philippines.

Philippines – Around 14,000 Move It riders are facing the risk of lay-offs after the Land Transportation Franchising and Regulatory Board (LTFRB) ordered the motorcycle taxi company to reduce its fleet.

In a memorandum,  LTFRB ordered Move It to cut its motorcycle rider count to 6,836, slashing over half its fleet. 

LTFRB also mandated the company to stop its operations in Cebu and Cagayan de Oro immediately, citing that it did not have permission to operate in the area.

In a press conference, Move It general manager Wayne Jacinto explains that the 2020 LTFRB motorcycle taxi guidelines allow operations in the said areas. Jacinto said that a total of 6,000 riders from both places would be displaced if they comply.

According to LTFRB, Move It has exceeded its fleet limit with its present motorcycle rider count.

“Please be fair. I hope the riders don’t lose their livelihoods. And I hope those in authority will listen to us so they won’t be displaced,” Jacinto said.

Philippines – Finance and food delivery app installs have surged in the Philippines, according to according to Sensor Tower’s report.

SensorTower’s report shows a 30% year-on-year increase in Filipinos’ installation of credit and lending apps, with finance app downloads reaching nearly 200 million in 2024.

This increase complements the 27% rise in finance app installs in the Asia-Pacific. To boost engagement, brands leverage personalisation for regional targeting using deep linking and web-to-app tracking.

Meanwhile, the Philippines leads Southeast Asia in food delivery app installs with a 23% share of the market. The Philippines also ranks second in the region in terms of average daily time spent on food delivery apps.

However, retention rates for both finance and shopping apps remain below 10%, signalling a need for better post-install engagement strategies. This can be done through audience segmentation and re-engagement tools for campaigns. Omnichannel attribution and fraud prevention will also enable brands to accurately track performance while protecting their budgets.

April Tayson, Adjust regional vice president for INSEAU, commented, “In the Philippines’ fast-growing app market, brands must now shift their focus from growth alone to sustained performance. By leveraging data-driven insights, marketers can optimise the user experience, turning installs into loyal, long-term customers. This is how brands in the Philippines, and the rest of Southeast Asia, can win the long game.”

“We’re entering a phase where install growth is just the beginning. Being the most downloaded app is not enough – it’s about being the most retained, most used and most valued. At Adjust, we help brands measure and understand user behaviour, optimise retention strategies and make data-driven decisions that fuel long-term engagement and growth,” Tayson added.

Philippines – Sleep brand Emma Philippines has appointed digital agency Greenpark as its social influencer strategy and engagement partner. The move marks a significant step in the mattress brand’s local marketing approach.

Nabbing Emma’s social influencer strategy remit, Greenpark reinforces its commitment to revolutionising creator marketing in Southeast Asia. Greenpark aims to advance Emma’s mission of becoming the ‘most trusted sleep partner in the Philippines’ through a unique social-search driven engagement model.

Greenpark’s approach centres on delivering relevant content to Emma’s audiences, considering value and timing to avoid becoming intrusive. 

Through a campaign, Emma is repositioning itself as a functional sleep product, reaching audiences through content creators. It leverages search behaviour across Instagram, YouTube, and TikTok to ensure relevance in creator selection and storytelling.

Aligning content with informational intent, Emma’s campaign aims to integrate Emma into cultural conversations as part of the larger self-care movement.

Through the partnership, Emma Philippines and Greenpark are poised to redefine how wellness brands engage with their target audiences in the Philippines.

“At Greenpark, we believe that the best social strategies are built on more than just trends and historical performance data. What many brands are still overlooking is the power of Social Search insights—and that’s where we’re changing the game,” Que Ramli, head of social at Greenpark APAC, said.

“Working with Greenpark is a breeze. The team is highly collaborative and given their market knowledge and tools used, they are able to provide a very insightful proposal with concrete next steps,” Calvin Theodore Ang, country lead of Emma Philippines, commented.

“It’s our first time working with Greenpark and I was particularly impressed by their data- driven approach and attention to detail in the recent creator strategy pitch,” Nicolle Bueno, team lead, influencer & affiliate marketing of Emma APAC, said.

Philippines – Omnicon Media Group (OMG) Philippines has announced new appointments to boost its leadership team. The media company has named Warren Armada as investment head and Maita Consulta as head of data and analytics.

The appointments, effective immediately, are part of OMG Philippines’ strategy to strengthen its investment and analytics capabilities.

Armada returns to the company to spearhead strategic planning, execution, and media campaigns performance. He is responsible for enhancing OMG Philippines’ digital services and optimising media investments.

He brings his expertise across digital and media strategy, business development, event activations, and marketing.

Meanwhile, Consulta is set to lead the company’s data and analytics team, leveraging data-driven insights for marketing efforts. She will also serve as an advisor to enhance clients’ strategies through research and innovation.

Consulta brings over three decades of experience in communications strategy, able to turn complex data into actionable insights.

Mary Buenaventura, president and CEO at OMG Philippines, said, “Warren and Maita are both trusted leaders in the industry, and I’m genuinely excited to have them join our leadership team. Warren’s deep understanding of our culture and Maita’s sharp strategic lens will no doubt strengthen how we deliver value to our clients. More than anything, I look forward to their impact—not just in the work we do, but in how they’ll help grow and inspire our teams. Their experience is a great addition to OMG’s Agency as a Platform proposition, which we will continue optimising to deliver transformative growth for our clients and our business.”

“Going back to OMG is like going back home. Working with the ever-evolving media as a touchpoint and understanding how it is consumed is like going into the familiar yet unknown—that is what excites me the most. With my new role as Investment Head, I hope to impart my previous experiences from different facets of marketing as we deliver efficiency, effectiveness, and sufficiency to our clients. A partner with one goal in mind, I aim to deliver what is best for our clients and my home agency, OMG,” Armada commented.  

Consulta said, “I am thrilled to start a new chapter in my professional story as Head of Data and Analytics at OMG Philippines. What infinitely excites me is stewardship of a craft that plays a significant role in ushering marketing communications to new heights in both planning and accountability. On top of that, I am honoured to be leading a team of progressive talents who are passionate about figuring out innovations in this area, ultimately to help OMG drive our clients’ success.”

Philippines – Investment holding company DoubleDragon has announced its acquisition of a 35% stake in retail company MerryMart Consumer Corp. The acquisition is valued at P1.28 billion.

DoubleDragon has disclosed its acquisition of 2.66 billion common shares of MerryMart at P0.48 per share, signalling its entry into the retail industry.

The move is aligned with DoubleDragon’s goal of reaching P500 billion in revenues by 2035, with MerryMart expected to add value to the investment holding company’s portfolio. Its current portfolio includes provincial community malls, office buildings, and hotels.

MerryMart’s annual revenues, reaching P7 billion, account for its essential retail ventures, including its grocery business and pharmacy subsidiaries.

The acquisition is part of DoubleDragon’s strategy to add long-term value to its business. It is in line with DoubleDragon’s transition from a real estate company to an investment holding company.

DoubleDragon Corporation shifted to its current name from DoubleDragon Properties Corp. in April 2021.

In a previous disclosure, DoubleDragon co-chairman Tony Tan Caktiong said, “DoubleDragon is now in an excellent position where it can capitalise on its strong balance sheet to add worthwhile investments outside of the property sector that would have massive growth potential. I am personally excited for what the future holds for the new DoubleDragon.”

Caktiong and Edgar Injap Sia II, chairman of DoubleDragon, are both behind major household brands in the Philippines, including fast food chains Jollibee and Mang Inasal, respectively.

Philippines – The Securities and Exchange Commission (SEC) of the Philippines and the BDO Foundation have joined forces to help Filipinos fight against investment scams. The collaboration aims to foster financial literacy among Filipinos through public education materials.

As part of the partnership, the SEC and BDO Foundation have launched investor protection videos informing the public of red flags on potential scams. The videos are available on SEC’s social media accounts.

The public education materials are set to be distributed through programs, training sessions, and seminars.

Emilio B. Aquino, SEC Chairperson, commented, “We know that the SEC cannot do everything on its own. This is why we are thankful that we have the likes of BDO Foundation as our partners in promoting investor education among the public.”

“We also believe investor protection is an important aspect of financial education, and by embarking on this, we will be able to better serve sectors that we are already serving, particularly teachers, OFWs and their families, civil servants, and MSMEs, sectors which also comprise part of SEC’s target audience,” Mario A. Deriquito, president of BDO Foundation, said.

BDO Foundation and SEC first forged their partnership in 2023, when the former joined the latter’s Capital Markets Promotion and Awareness Inter-Agency network. The initiative was part of the SEC’s efforts to amplify financial literacy through partnerships with public and private organisations.

Philippines – The Department of Trade and Industry (DTI) has joined forces with the Department of Tourism (DOT) to strengthen micro, small, and medium enterprises (MSME) in the Philippines while boosting tourism. 

Both agencies will collaborate to boost creative industries for tourism growth, supporting their product development and branding. The move aims to drive inclusive economic growth in the country through inter-agency collaboration.

Through the partnership, DTI will provide financing opportunities for eligible tourism projects with the Small Business Corporation. It will also help drive investment opportunities and promote local products and services through DOT’s events.

The partnership will also see DTI integrating its ‘One Town, One Product’ stores with DOT’s Philippine Experience Program, cultural tourism offerings, and Tourist Rest Areas (TRA).

Meanwhile, DOT will launch marketing campaigns and co-develop tourism packages, highlighting Filipino heritage through joint initiatives. It will contribute to DTI’s trade missions, promoting investments and services related to tourism.

DOT will also carve spaces for local products within TRAs and extend its program offers to DTI stakeholders, including its Filipino Brand of Service Excellence.

“By working together, we are enhancing the synergy between tourism promotion and enterprise development. This convergence aims to foster inclusive growth, empower local industries, and unlock opportunities that reach far beyond our urban centres and into the heart of our communities,” Cristina A. Roque, DTI Secretary, said.

“We are so grateful that the Department of Trade and Industry brings its expertise to our tourism MSMEs. Through the MOA, we are building a bridge for our MSMEs to receive the tools and resources that they need, as well as access and exposure to compete in both local and global markets. By nurturing local businesses, we elevate the Filipino brand, showcasing our cultural heritage, creative talents, and unique products to the world,” Christina Garcia Frasco, DOT Secretary, said.