Tag: Philippines

While the importance of a financial safety net is recognised globally, many Filipinos remain reluctant to engage with formal insurance solutions. This hesitation often stems from deeply rooted factors, including perceived high costs and a lack of understanding about policy benefits. 

Modern insurance marketing now demands a strategic blend of technology and culture to truly connect with individuals on a deeper level.

In an exclusive interview with Franchette Chingcuanco-Cardona, the recently appointed chief marketing officer at Singlife Philippines, she shares how she aims to engage more Filipinos with financial planning, enabling them to access relevant financial solutions.

Digital-first, customer-centric approach

At Singlife Philippines, the company’s core purpose is to empower Filipinos on their journey toward financial independence. This mission guides its strategic approach to redefine how individuals engage with financial planning. Chingcuanco-Cardona emphasises this commitment in her new role.

“My focus as CMO is to bring this to life by strengthening our digital-first, customer-centric approach. This means simplifying how we communicate complex financial solutions, making our products relevant to real, everyday needs, and leveraging mobile and data-led platforms to personalise our messaging,” she said.

To achieve this, Singlife Philippines is committed to prioritising customer education through clear and accessible information. They will also focus on storytelling that resonates with Filipino values, aiming to connect with customers on a deeper and more personal level. 

“From scaling fintech startups to building consumer brands, I’ve learned how to combine purpose-led storytelling with performance marketing. I’m bringing those insights to Singlife by building a brand that doesn’t just sell products — we offer financial empowerment,” Chingcuanco-Cardona said.

Her philosophy is rooted in a fundamental principle. She said, “Across my career in fintech and financial services, one thing remains true: trust is earned through consistency, simplicity, and relevance.” 

Breaking misconceptions

A significant hurdle for Singlife Philippines is to dismantle long-held misconceptions about insurance. Chingcuanco-Cardona highlights how the misconceptions that insurance is complicated and expensive are key challenges for the company.

“Many Filipinos remain underserved or uninsured, not due to lack of need, but due to lack of understanding and trust. We will address this through consistent, values-based communications and developing solutions that cater to the needs and budget of Filipinos.”

Another formidable challenge is to distinguish themselves amidst a crowded digital landscape. Singlife Philippines intends to address this by strategically leveraging performance marketing and creating compelling content that resonates with its audience.

“We’ll navigate this by leveraging performance marketing, and content that meets people where they are — on their phones, in their language, and aligned with their priorities,” she said.

“More importantly, we’re committed to designing solutions rooted in real consumer insight — not just selling insurance, but creating products that genuinely solve everyday financial challenges,” she added.

Chingcuanco-Cardona shares how Singlife recently launched the ‘Protect From Funeral Costs’ product, which provides loved ones with a guaranteed cash benefit, ensuring financial support during difficult times.

Revolutionising insurance marketing

At Singlife, the belief is that people should not just purchase insurance; they should genuinely experience its value in their daily lives. This conviction drives Singlife to design solutions that are easy to understand, highly relevant, and immediately usable.

“We need to stop marketing insurance as just a product and start positioning it as an enabler of real-life goals and security. It’s about creating experiences, not transactions,” Chingcuanco-Cardona said.

With the goal of providing customers with instant peace of mind and a tangible sense of financial control through Singlife’s offerings, Chingcuanco-Cardona shares how she aims to leverage her local culture insights to revolutionise customer engagement.

“To truly revolutionise engagement, insurance companies must deeply understand Filipino culture, behaviour, and digital habits. Filipinos are mobile-first, community-oriented, and increasingly driven by content. This means marketing efforts need to speak their language — both literally and culturally — through authentic, localised, and socially driven campaigns,” she said.

This understanding, along with the extended reach and distribution enabled by the Singlife Plan and Protect App, sets the company apart. The app has transformed how insurance is delivered to customers, making it more accessible and convenient.

Looking ahead, Chingcuanco-Cardona envisions a future where insurance marketing is seamlessly integrated.

“The future of marketing in insurance lies in being truly integrated — combining digital precision with emotional connection. I see a shift toward real-time, data-driven engagement that’s still deeply human at its core,” she said.

“At Singlife, we’ll lead by example: using our tech backbone to serve the right message at the right time, while building a brand that stands for trust, empowerment, and progress. Marketing won’t just support the business — it will drive it by helping people see insurance not as an obligation, but as an act of self-care and love for their future,” she concluded.

By embracing a digital-first and customer-centric approach, Chingcuanco-Cardona is ensuring that Singlife Philippines is culturally attuned to the Filipino consumer. Setting a new standard through its marketing efforts, it embodies how insurance can empower individuals and foster a future where financial independence is an accessible reality.

Philippines—Creating a profound and lasting connection between a customer and a brand is anchored on innovation. More than adopting customer engagement strategies, brands need to adapt to consider emerging trends and constantly assess their suitability. To stay ahead of the game, brands undergo endless revolutions for better customer interaction, experience, and sentiment.

In partnership with Braze, to discuss innovative strategies in customer engagement, MARKETECH APAC invited marketing leaders in the Philippines for a roundtable event titled ‘The Future of Customer Engagement: Trends and Strategies to Stay Ahead of the Game.’ Drawing from their insights and experiences, each contributed to the conversation on how brands can forge more meaningful customer relationships while proactively embracing the fast-moving market.

Marketing leaders present at the event are:

  • Genelyn Magoncia, assistant vice president, retail operations support at 2GO
  • Louise Ingrid Salud, retail marketing manager at 2GO
  • Marianne Ria S. Rayos, segment campaigns management head at Bank of the Philippine Islands (BPI)
  • Rafael Bolinao, product development and management head at Bank of the Philippine Islands (BPI)
  • Zainal Abidin, enterprise account executive at Braze
  • Cherry Mae Poblete, assistant director for strategy and commercial marketing at Newport World Resorts
  • Rommel Gutierrez, senior manager for loyalty and rewards at Newport World Resorts
  • Lee-Anne Tobias, deputy head of marketing at Tonik, and
  • Wanda Pascua, head of marketing at Tonik

Adopting technologies, making integration seamless

Part of innovating is learning to adopt technologies. However, businesses’ adoption of modern technologies must be strategic, with various considerations.

Marketing leaders agree on one thing: that technology has a crucial role in enhancing customer engagement.

“Modern technologies play a significant role in reshaping the landscape of omnichannel engagement by enabling seamless interactions across multiple touchpoints. Technologies like AI, machine learning, and big data analytics allow businesses to gather and analyse customer data, providing insights that facilitate personalised experiences and targeted marketing strategies,” Poblete said.

She added, “Moreover, advanced customer relationship management (CRM) systems integrate data from various channels, allowing businesses to create a unified customer profile that enhances personalisation and engagement. To adapt to these changes, businesses should invest in technology that supports multi-channel integration and prioritise data-driven decision-making.”

Reflecting this sentiment, Pascua said, “Modern technologies enable marketers to mine more data and implement work processes more efficiently.”

Pascua also emphasised the importance of aligning technology adoption with businesses’ needs to ensure it can help them achieve their goals.

“To stay competitive, businesses must be on the lookout for technologies they can implement to address their business needs. Don’t just fall in love with technology; most importantly, it should address a business need and impact your objectives,” she said.

Additionally, Pascua highlighted the importance of internal readiness to ensure seamless integration across touchpoints.

“Doing extensive due diligence with all the necessary pre-work to check on your tech stack pre- and post-integration is key. From a customer experience standpoint, we need to carefully iron out the customer experience map pre- and post-integration,” she said.

Incorporating AI into customer engagement strategies

It is relatively easier to claim the importance of AI-powered strategies than actually implementing them. Marketing leaders agree on the common pain point: employees’ reluctance and lack of knowledge about AI integration.

Proposing a solution, Tobias said, “To address this, it is crucial to have AI champions in every team within the company. These champions can advocate for the benefits of AI, provide support and training, and help measure the impact of AI on team goals by setting key performance indicators. By doing so, businesses can ensure a smoother integration of AI and maximise its potential in enhancing customer engagement.”

“At the end of the day, AI can only be maximised if it’s backed up by real intelligence and human intervention. As a practical solution, start with doing a workshop with the employees and training them to use the tools. Before project implementation, make sure everyone has time to be versed with the tool by giving them ample time to play and learn with it. Identify real use cases where the AI can be used and have everyone work on it,” Pascua said.

One way to effectively leverage AI in customer engagement strategies is to balance technology and maintain the human touch. This ensures that interactions between brands and customers remain authentic.

Pascua shared, “For Tonik specifically, we’ve implemented generative AI in our customer chat support. In doing so, we’ve also made the option to talk to an agent readily available. That way, when the bot is unable to handle some queries, the customer can easily start talking to an agent and get more personalised assistance. We know that customers can feel irate already when they go to chat support, so it’s best to reassure them that we genuinely care about their concern.”

Poblete also shares strategies for finding the balance between AI-powered automation and human touch.

“A hybrid model can be effective, where AI tools like chatbots provide initial support and escalate complex issues to human agents, ensuring customers receive prompt responses while still having access to personalised assistance when needed. Additionally, leveraging AI analytics to gather insights about customer preferences allows for more personalised and relevant conversations. While automation can streamline communication, marketing and engagement, content should retain a human voice, showcasing real stories and genuine interactions to enhance authenticity,” Poblete said.

“Being transparent with customers about when they are interacting with AI versus a human builds trust and helps them feel more comfortable engaging with the brand. By strategically integrating AI with a strong human element, businesses can create authentic customer engagement that fosters loyalty and satisfaction,” she added.

As the conversation on customer engagement unfolded, marketing leaders’ insights intersected at a crucial point: technology balanced with the enduring need for genuine human connections is indispensable for stronger customer relationships.

While brands traverse the adoption and integration of various technologies, their focus remains on their customers’ needs. Sifting through the tools available at their fingertips, brands must choose which best propels them towards their goals. Advancing to their vision of the industry’s future, brands constantly have to innovate, not just to make the work easier but to make the bonds better.

Philippines – Security Bank has released a new video series highlighting its culture of career growth. Featuring the real stories of its employees, Security Bank’s ‘#YouMatter’ video series showcases how employees feel valued and empowered to achieve growth in their careers.

Through the video series launch, Security Bank is reinforcing its commitment to nurturing a culture where people feel seen in the workplace, encouraging them to deliver better banking services.

The series shows how Security Bank empowers employees, from fresh graduates to career shifters, to grow. It emphasises how the bank believes in the power of recognition as a driver of growth.

It features Security Bank employees such as Jaezelle Romero, customer service officer; JP De Guzman, process manager; Cherry Sabado, head of training and engagement for retail credit operations; and Frances Trinidad, HR business partner, among others.

Each featured employee shared their experience working at the bank, including how it provides flexibility and support during difficult moments in their lives.

More than motivating them to show up at work, Security Bank also inspires its employees to contribute to the world in other ways. The video series also presents ‘Learn for a Cause,’ Security Bank’s program that helps fund children’s education. The program is made in collaboration with LinkedIn Learning.

“At SBC, we make sure every employee feels seen, heard, and supported—that’s the core of #YouMatter,” Nerissa Berba, chief people officer at Security Bank, said.

Philippines – Havaianas Philippines is emphasising the comfort provided by flip-flops through the release of a new digital content with advertising agency GIGIL. As part of its ongoing ‘#BreakTheRush’ campaign, Havaianas uses a visual metaphor to illustrate relaxation from the brand’s footwear.

GIGIL’s new work shows the distinct form of a Havaianas slipper, shaped through a foot massage, depicting the soothing feeling of wearing it. It shows how Havaianas flip-flops can provide a massage-like experience for users.

The ongoing ‘#BreakTheRush’ campaign aims to veer away from the demands of a fast-paced lifestyle, offering relaxation and ease through comfortable footwear. Through the campaign, Havaianas encourages Filipinos to take breaks from their usual busy routines and reminds them to slow down.

A previous iteration of the campaign drew attention to green spaces within Metro Manila. The visual identified a patch of urban greenery on Google Maps, resembling a Havaianas slipper. It emphasises the importance of connecting with nature as a form of relaxation.

As the advertising industry becomes more complex, creativity that disrupts has become more than welcome. The media landscape, filled with various messages and expressions, has necessitated that agencies be exceedingly unique. Breaking conventions, not an easy feat, has become a need.

Amidst this reality, TBWA\Santiago Mangada Puno (TBWA\SMP) has placed disruptive creativity at its core, building a culture that allows bold ideas to thrive. While not easy, the agency aims to constantly break norms in its work.

In MARKETECH APAC’s latest Agency Leadership Decoded, Paolo Broma, chief marketing officer at TBWA\SMP, reveals how the agency maintains its relevance through its relentless commitment to openness to new concepts. Through the exclusive interview, Paolo shares how he plans to elevate TBWA\SMP’s work through his leadership mindset while embracing new technologies to innovate its strategies. 

Embodying ‘radical openness’ to bold ideas

For agencies such as TBWA\SMP, ingenuity is paramount to success. As Paolo steps in to lead the marketing efforts of the agency, his goal is to build a space where the team’s bold ideas can thrive. He aims to build the conditions to enable the team to execute their ideas well. 

To ensure this, Paolo emphasises the importance of receptiveness to new concepts. At TBWA, it is expected of people to constantly defy conventions and “prototype the unexpected.”

“One principle I always return to is radical openness — a mindset that my mentor, our Chief Creative Officer Melvin Mangada, consistently advocates for. It’s about embracing collaboration, encouraging diverse and even conflicting perspectives, and maintaining a constant radar for cultural, technological, and market shifts,” he said.

Embodying openness also means embracing new technologies for Paolo, which has become part of his operations. Needing to process huge quantities of information, he shares how AI deep research has been helpful.

“Personally, I stay deeply attuned to emerging knowledge — across technology, culture, and behavioural shifts… I see this as a key part of disruptive creativity: connecting seemingly unrelated dots to surface ideas and opportunities that feel both fresh and inevitable,” he said.

Part of Paolo’s responsibility in his role is overseeing TBWA\SMP’s PR business unit. More than helping brands tell their stories, he also aims to increase visibility and amplify the agency as a “brand in its own right.”

“We’re working on sharpening how we show up in platforms like LinkedIn and earned media — ensuring our leaders, work, and provocations are visible to both prospective clients and talent,” he shared.

While contributing to the wider industry through substantial thought leadership, the agency is also working on innovation projects internally to create value propositions.

“Beyond being seen as able to adapt to the latest technological developments and societal shifts, I think it is imperative for my organisation to be seen as a catalyst of change, as an agile and potent partner that can lead clients to more disruptive and groundbreaking work,” he said.

Notable milestones

Having been around since 2001, TBWA\SMP has garnered recognition for its creativity in working with well-known clients. Looking back on the agency’s notable achievements, Paolo reflects on the impact of each milestone.

“One early milestone was the launch of How’s Everything, our in-house film production unit — the first of its kind in the local industry. It closed the gap between idea and execution, deepened brand intimacy, and dramatically improved lead times and cost efficiency,” Paolo shared.

He also highlighted the agency’s annual internal hackathon called ‘OOMPH,’ where they fund the business ideas of their youngest team members. “It’s a way to remove traditional hierarchies and foster entrepreneurialism from within. It’s not just symbolic — several of the winning ideas have actually made it into the market,” he said.

“We also launched DLAB, our digital innovation and web production unit — a highly experimental space that actively partners with AI specialists and data scientists. It’s where we test what’s next, and it’s already influencing live campaigns,” he explained.

He added, “Together, these initiatives have deepened our capabilities, enhanced our agility, and redefined what being a ‘full-service agency’ can mean in a world shaped by constant disruption.”

Mastering ‘systems thinking’

Similar to the challenges faced by other agencies, TBWA\SMP also has to maintain its relevance amid shifts in client expectations and digital tools.

“One response has been to create agile teams that cut across data, PR, production and tech — breaking down silos to deliver integrated solutions.  Radical openness at work!” Paolo said.

“We’ve also made a conscious effort to upskill our talent and collaborate with specialists from new disciplines — AI engineers, data scientists, coders — creating a culture of experimentation that keeps us adaptive and inventive,” he added.

Navigating challenges and heading towards success needs leadership that masters “systems thinking.” For Paolo, this mindset is an important aspect of leadership, going beyond measuring campaign effectiveness.

“You need to understand the interplay between culture, talent, commerce, and technology — and use that understanding to build scalable, solutions, be it solutions for the client or the agency,” he said.

He added, “I also believe in building with both intuition and intelligence — human and artificial. I’m not embarrassed to say I’ve become reliant on AI — not dependent, which implies helplessness — but deliberately co-piloting with it. It has made me sharper, faster, and more reflective.”

Finally, leaving advice for future leaders in the industry, Paolo said, “Don’t gatekeep creativity. Make room for other voices — especially those with different backgrounds, skills, and perspectives.”

As an agency fuelled by bold ideas and creativity, TBWA\SMP builds a solid foundation with “radical openness” as a culture more than a belief. Moving with the aim of disrupting the industry with bold ideas, the agency is setting new standards, allowing creativity to thrive through innovation and collaboration.

Philippines – Communications consultancy Vero has appointed Joana Marie Demore as senior influencer relations specialist. The appointment aims to boost the company’s influencer marketing services in the Philippine market.

In her new role, Demore is set to strengthen influencers’ relationships with brands, expanding the influencer marketing practice. Collaborating with influencer relations specialist Charissa Sevilla, Demore is responsible for contributing to Vero’s campaigns, driving conversions.

Demore brings almost ten years of experience working with media and PR agencies in the Philippines. With her expertise in FMCG, telecommunications, fashion, and F&B, she has planned and executed digital PR campaigns, events, and influencer marketing strategies.

Through the appointment, Vero strengthens its network of influencer relations and specialists across Southeast Asia. It reinforces the company’s mission to elevate content creation in the market. It aims to generate more value for brands while providing influencers with more opportunities.

“Joana’s extensive expertise and sharp strategic instincts make her an exceptional addition to our regional Influencer team,” Umaporn Whittaker-Thompson, Vero’s chief commercial officer and head of influence, said. 

“As the influencer marketing landscape becomes more dynamic and sophisticated, her leadership will not only help us deliver more impactful campaigns for our clients in the Philippines but also strengthen our innovative approach and expand our trusted network of creators across the region. Joana brings the kind of perspective and experience that allows us to stay ahead of trends and build meaningful, long-term partnerships between brands and influencers,” Whittaker-Thompson added.

Manila, Philippines – The Philippine Senate has recently approved the final reading for a bill that will strengthen the regulatory powers of the country’s media review body, the Movie and Television Review and Classification Board (MTRCB), to now also include online streaming platforms such as Netflix and Disney+.

Said bill, filed as Senate Bill No. 2805 or the MTRCB Act, has been pushed by Senator Robinhood C. Padilla, stressing the importance of maintaining Filipino standards of decency and morality in the digital space, especially for younger audiences.

He also pointed out that while some Asian content aligns with local values, Western-influenced material often needs closer scrutiny.

Moreover, the proposed bill defines “on-demand streaming services” as platforms offering internet-based video content for streaming or offline viewing. It requires paid services to submit content lists for classification, with the MTRCB allowed to order reclassifications if needed.

It is worth noting that only Senator Risa Hontiveros voted “no” for the final reading of this bill, stating that the bill grants the MTRCB overly broad powers to censor even speech protected by the 1987 Constitution, and even material not meant for theatrical distribution.

“We can be specific about the materials we should protect people from — media that, by their mere showing, constitute violations of law,” Senator Hontiveros said, citing specific laws including RA 7610 or the Special Protection of Children Against Abuse, Exploitation and Discrimination Act; RA 11930 or the Anti-Online Sexual Abuse or Exploitation of Children (OSAEC) and Anti-Child Sexual Abuse or Exploitation Materials (CSAEM) Act, and RA 9995 or the Anti-Photo and Video Voyeurism Act of 2009 as specific laws the MTRCB must look into to protect Filipino consumers from content found to be violating of these laws.

It is worth noting that this update follows the recent implementation of a 12% value-added tax (VAT) on foreign digital services providers (DSPs) including streaming platforms and other online services.

Philippines – The Civil Aeronautics Board (CAB) of the Philippines has issued an immediate cease and desist order to AirAsia MOVE due to its unauthorised sale of airline tickets that violate fare regulations.

Dated May 26, 2025, CAB’s order called out AirAsia MOVE for selling airline tickets at prices that exceed its approved fare structures for carriers in the Philippines. The order was addressed to Rowena Rivera, head of travel at AirAsia MOVE.

“In view of the foregoing, you are hereby ordered to cease and desist from offering, promoting, or selling tickets of other Philippine carriers at prices that exceed the approved fare structures established by the CAB,” the order read.

Following the cease and desist order, AirAsia MOVE is required to provide written confirmation of compliance within three days of receiving the notice.

CAB warns that failure to comply with the cease and desist order may lead to further regulatory action, including fines or legal proceedings, as permitted under applicable laws and regulations.

In a press conference on June 2, Vince Dizon, the Department of Transportation secretary, said that they are expediting the process to file a criminal complaint for economic sabotage against AirAsia MOVE.

The issuance follows reports of overpriced tickets from Manila to Tacloban amidst the San Juanico Bridge needing construction, impacting travel. The cost of a one-way ticket has soared to almost Php 40,000 (US$716). The bridge, linking Tacloban in Leyte to Samar, has been subjected to restrictions due to structural vulnerabilities.

In response to the issue, AirAsia MOVE clarifies that it is not manually manipulating its airfares, stating that the issues in fares were caused by temporary data synchronisation problems with its flight pricing partners.

In a media statement, MOVE CEO Nadia Omer also pointed out that the issue also affected other booking platforms since it was caused by a third-party pricing provider. AirAsia MOVE also assured the public that it is cooperating with the Philippine government to uphold fair pricing and consumer protection.

“MOVE has been working closely with relevant authorities and is fully compliant with all regulatory requirements applicable to Online Travel Agencies (OTAs) operating in the Philippines,” the statement read.

On May 29, the Tacloban City council declared a state of emergency due to its limited access to goods and medical supplies following the San Juanico Bridge crisis. The bridge was immediately closed on May 15 for vehicles heavier than three tons due to safety concerns. The Department of Public Works and Highways reported that three segments of the bridge are unsafe, requiring major repairs.

Philippines – Mental health organisation MindNation and marketing agency dentsu Philippines are encouraging Filipinos to ‘Learn to Pause’ in their latest campaign. Advocating for holistic mental health and well-being, MindNation and dentsu Philippines are helping Filipinos to find their calm.

As many Filipinos are immersed in doomscrolling, social media has become a cause for their anxiety, making them disconnected from themselves. The ‘Learn to Pause’ campaign seeks a break from Filipinos’ digital burnout, rolling out endless looping videos that promote relaxation.

Using insights from licensed psychologists and scientific studies, dentsu Philippines and MindNation have designed videos that feature repetitive patterns, activating mirror neurons and imitating calming rhythms in the brain.

With ASMR-inspired sounds accompanying line art, the videos aim to improve the mood and relieve the stress of their viewers.

More than promoting relaxation, the animated videos also intend to educate viewers about mental health symptoms. It also leads viewers to MindNation’s mental wellness services.

Cat Triviño, co-founder, chief product, and data officer at MindNation, commented, “At MindNation, our core mission has always been to build happier and healthier communities not only through accessible care but also by empowering them to live their best lives. We believe that the most impactful change often starts with the smallest steps, like taking a pause.”

“Through ‘Learn to Pause’, we’re grateful to have found a like-minded partner in Dentsu Philippines, who shares our vision of making mental health support accessible and stigma-free,” Triviño added.

Jerry Hizon, chief creative officer at Dentsu Creative Philippines, said, “Social media is a constant presence in our lives, so it’s vital that we also harness its power to promote mental wellness, especially in the Philippines, where conversations around mental health are still evolving. Our team designed each piece and strategically worked with the algorithm to insert micro-moments of calm, reflection, and, ultimately, healing into people’s feeds.”

“Bringing this idea to life took four years of persistence, setbacks, and challenges, but the team never gave up on it. Hopefully, these little pauses will empower users and scrollers to take the first step towards mental health care,” Hizon added.

Philippines – Lifestyle destination developer Ayala Malls has forged a partnership with out-of-home (OOH) solutions provider Summit Outdoor Media to redefine customers’ retail experience.

The partnership leverages Ayala Malls’ high traffic and strategic locations to deploy Summit Outdoor Media’s suite of integrated OOH solutions. It aligns with Ayala Malls’ goal to solidify its position as an innovative mall developer, while Summit Outdoor Media aims to enhance customer experience through targeted content.

Through the collaboration, brands and advertisers can leave an impact and enrich shoppers’ experiences. OOH formats include interactive digital displays, experiential zones for brand interactions, and integrated mobile connectivity.

With the fusion of different formats, Summit Outdoor Media is expected to contribute to the ambience and engagement within Ayala Malls. 

The partnership is set to first roll out at One Ayala, targeting the commuters at the Makati transport hub.

The integration of OOH solutions will be made under the direction of Paul Birkett, chief operating officer at Ayala Malls.

“Ayala Malls’ vision is to shape inspiring environments that spark imagination and deliver personalised, immersive experiences. This partnership with Summit Outdoor Media allows us to expand the canvas upon which Ayala Malls, tenants, and relevant brands create visual brand identities which resonate with our unique customer demographics,” Birkett said.

“Our malls are intentionally designed to serve as a catalyst for meaningful connections between brands and consumers. Consumer journeys have shifted from a linear path to a dynamic, multi-touchpoint environment. Merchants and brand partners need to engage with consumers beyond their stores and owned channels, as consumers experience moments of influence at different stages and touchpoints. Having an extensive array of OOH solutions in Ayala Malls provides more opportunities for our merchants, brand partners, and consumers to meaningfully connect, engage, and interact,” Birkett added.

“We’re excited to partner with Ayala Malls to bring fresh, innovative out-of-home solutions to their spaces. By combining our creative and tech-driven approach with Ayala Malls’ premier retail environments, we’re opening new ways for brands to connect with people through immersive and experiential experiences,” Abigail Pe Aguirre, deputy head of Summit Outdoor Media, commented.