Tag: Philippines

Philippines – Streaming service Max has launched a content partnership with digital services provider PLDT Home to provide entertainment to more customers in the Philippines.

As part of the partnership, new customers subscribing to PLDT Home’s ‘Fiber Unli All Plan 1799’ can access the Max Standard Plan for two months. The promo runs from December 10, 2024 to February 9, 2025.

Warner Bros. Discovery recently launched Max in Southeast Asia, with PLDT as the latest addition to its base of global partners and with plans to forge more partnerships to offer entertainment to more Filipinos.

Max houses shows and films under the HBO Original, Cartoon Network, Cartoonito, and Warner Bros. Discovery collections.

In the standard plan, as offered by PLDT in its promo, customers can stream on two devices simultaneously with full HD video resolution.

“As Max launches across Southeast Asia, we are pleased to expand our partnership with PLDT to bring even more quality entertainment and iconic brands to Filipino audiences,” Tony Qiu, general manager of Greater China and Southeast Asia at Warner Bros. Discovery, commented.

Patrick S. Tang, PLDT Home’s vice president of acquisition marketing, said, “Our new and exciting partnership with Max is PLDT Home’s way of delivering not just unli entertainment to our customers, but also a reinforcement of our commitment to making quality time for Filipino families at home as fun, fulfilling, and meaningful as possible with its endless variety of entertaining content.”

“As the Philippines’ leading digital services provider, we aim to bridge Filipino families to the world’s best content platforms and other lifestyle innovations to further better their life at home in more ways than one,” Tang added.

Manila, Philippines – BDO Unibank, Inc. has forged a partnership with logistics provider Mober to finance its new electric vehicle trucks and promote eco-friendly logistics.

Mober has been leading efforts towards sustainable solutions through green logistics, committed to global net-zero. BDO’s move to finance its vehicles is a step to solidify its commitment to green financing and sustainability. 

Mober’s sustainability efforts are supported by its ‘Battery Management System,’ which monitors its vehicles’ battery health and performance in real-time. This enables the company to predict necessary maintenance and extend the vehicles’ lifespan.

Additionally, Mober uses a ‘Transport Management System’ that optimises its delivery routes to reduce energy consumption and emission. While championing sustainability, it also provides better service for its clients.

Among Mober’s client portfolio are IKEA, Nestlé, Maersk, Monde Nissin, Starbucks, and Kuehne+Nagel.

Mober is also set to launch a new charging hub for electric vehicles in Pasay City by January 2025.

“This is a historic milestone not just for Mober but for the entire logistics industry in the Philippines. With the addition of these 60 EV trucks, our fleet now stands at 110 units, bringing us closer to our goal of 240 units by the end of the first quarter of 2025. Supported by our proprietary Battery Management System (BMS) and Transport Management System (TMS), we’re ensuring not only sustainability but also efficiency and reliability for our clients,” Dennis Ng, chief executive officer of Mober, said.

“We remain committed to supporting eco-friendly initiatives and innovative businesses that nurture the environment and present opportunities for economic growth. This partnership with Mober reinforces our shared commitment towards a greener, more sustainable future,” Charles M. Rodriguez, executive vice president and head of BDO Unibank’s Institutional Banking Group, said.

Philippines – SB Finance Inc., a Security Bank affiliate, has teamed up with delivery app Lalamove Automotive to empower Lalamove drivers with financial solutions.

As part of the partnership, SB Finance is extending its OR/CR for Cash loan offering to Lalamove’s network of drivers. This allows the delivery platform’s partner drivers to make necessary upgrades to their vehicles, manage expenses, and unlock ways to increase income.

Lalamove drivers can access an exclusive channel for financing and get a maximum of Php 2 million loan. With the goal of promoting economic stability to drivers, the initiative streamlines how they can be supported financially.

Through the partnership, usual delays in securing loans will be avoided, allowing the drivers to focus on their work.

The initiative reflects both companies’ vision of uplifting Filipino drivers’ lives, coming at a time when the delivery industry in the Philippines is continuing its growth.

“Our mission at SB Finance is to support hardworking Filipinos in building better lives. Delivery drivers are an essential part of our economy, and this partnership with Lalamove Automotive allows us to provide the financial tools they need to succeed. By making financing simple, accessible, and reliable, we’re helping drivers unlock new possibilities for growth and stability,” Abbie Dans-Casanova, SB Finance president and chief executive officer, said.

Djon Nacario, Lalamove Philippines managing director, commented, “At Lalamove, we always look for ways to support our dedicated partner drivers, who are the backbone of our platform, ensuring every delivery is a success. Partnering with SB Finance gives them access to financial solutions that can help enhance their livelihood, and provide long-term stability. This is more than a partnership—it’s a commitment to the partner driver community’s growth and future.”

Philippines – Mobile services provider Smart Communications, Inc. under PLDT Inc. has collaborated with computer software company Adobe and software and services provider Amdocs to elevate its customer experiences.

The partnership aims to provide data-driven and customer-centric offerings to Smart’s subscribers in the Philippines.

The collaboration allows Smart to leverage the Adobe Experience Platform (AEP) for customer insights and other services. Amdocs will be delivering the platform to Smart.

AEP is set to help Smart integrate customer data in real-time from different channels to gain insights into their needs. 

AEP powers enterprise applications such as Adobe Real-Time Customer Data Platform and Adobe Journey Optimizer, which Smart can use to provide personalised customer experiences through the partnership.

Adobe’s applications are also equipped with generative AI, enabling Smart to identify customer patterns, boost productivity, and make its marketing campaigns more impactful.

“Our collaboration with Adobe and Amdocs is a significant milestone in our digital revolution roadmap to deliver amazing experiences to our customers. By leveraging industry-leading Adobe Experience Platform and Amdocs’ advanced technologies and methodologies, Smart is uniquely positioned to engage with our subscribers and serve them effectively and efficiently than ever before,” Anastacio Martirez, Smart’s chief operating officer, said.

“This world-class innovation empowers Smart to be more agile and responsive to the needs of our subscribers anytime, anywhere, strengthening our commitment to customer obsession. Put simply, our new customer experience platform is simply amazing,” Martirez added.

“Today, Adobe Experience Platform is the solution of choice for some of the world’s biggest businesses, as they look to build a single view of customers and seamlessly engage with them across channels. Smart is leading the way in redefining customer experiences in the Philippine telecom industry, and we are thrilled to be a strategic partner in their incredible digital transformation journey,” Shashank Sharma, senior director of Adobe Digital Experience in Korea and Southeast Asia, said.

“We are delighted to collaborate with Smart and Adobe in delivering these new capabilities so Smart can make it amazing each day for their end users,” Anthony Goonetilleke, group president of technology and head of strategy at Amdocs, commented.

Philippines – The Philippines has quickly become a dynamic marketing hub, fuelled by a tech-savvy, digitally connected population. By 2025, the country’s marketing landscape is poised to adopt cutting-edge technologies, further accelerating industry transformation and shaping the future of consumer engagement.

With a large portion of the Filipino population spending significant time online, companies are increasingly recognising the need to invest in tools that align with new platforms. These investments aim to enhance customer experiences, optimise ad spend, drive AI-driven personalisation, and strengthen brand loyalty. The ultimate goal is to adapt as marketing evolves into a more immersive, integrated, and data-driven landscape.

To help marketers stay ahead in the ever-evolving marketing landscape, MARKETECH APAC is opening the doors of Shangri-La The Fort, Manila for its highly anticipated What’s NEXT in Marketing series. The What’s NEXT in Marketing: Philippines 2025 conference, happening on 26 and 27 March 2025, will bring together industry leaders to exchange insights, share expertise, and offer a sneak peek into the future of marketing. 

Building on MARKETECH APAC’s impressive track record and legacy of fostering a well-connected marketing community, this two-day visionary event equips brands and marketers with the essential insights, strategies, and tools needed to stay ahead in a rapidly evolving industry.

Featuring a dynamic lineup of keynote presentations, panel discussions, fireside chats, and networking opportunities, ‘What’s NEXT in Marketing: Philippines 2025’ empowers marketers to expand their networks, elevate their campaigns, and drive success in the Philippine market.

Key industry figures headlining the conference include:

  • Raymund Jiggs Espadilla, Head of Marketing at Aboitiz Foods
  • Mahek Shah, Global Head of Media (AirAsia Media | AirAsia Ads) at AirAsia MOVE
  • Jogent Emmanuel Tan, Marketing Director at Domino’s Pizza Philippines
  • Greg Anonas, Marketing Director at Emperador Distillers, Inc.
  • Mariela Quilala, Head of Marketing at LKY Group of Companies
  • Anthony Louis Guanzon, Chief Marketing Officer at Malayan Insurance
  • Albet Buddahim, Vice President and Head of Marketing at Mega Prime Foods Inc.
  • and many more to be announced!

To find out how you can be part of this conference, click HERE for more details.

For sponsorship opportunities, please contact Joven Barceñas at [email protected].

For speaking opportunities, contact Jean Cabico at [email protected]; and for registrations, reach out to Faye Vita at [email protected].

Manila, Philippines – Albet Buddahim has been recently named the vice president and head of marketing at MEGA Prime Foods. In it, he brings a wealth of experience in the marketing scene to a leading food company whose portfolio includes best-selling food products like MEGA Sardines, MEGA Tuna, and MEGA Mackerel.

In an exclusive interview with MARKETECH APAC, Albet details what’s in it for him in this new marketing leadership role, his learnings that he intends to bring at MEGA Prime Foods, as well as navigating the complexities of doing marketing in the F&B industry.

Building the marketing organisation and business

For Albet, his new role will revolve around two major objectives: building the marketing organisation who he will work with, and building the business. 

“I look after a brand and marketing team of 24 headcounts and we are hiring 5 more to ensure we achieve our 2025 goals. [Moreover], I will [also] be working with HR, Management and the marketing leadership team to have our brand/marketing become a tribe who has a right-to-win (capabilities, competencies, culture) and play-to-win (strategic where-to-play and knows how-to-win) with a growth mindset,” he explained.

Albet also added that from a work standpoint, his role will look after three main groups of marketing professionals, namely Brand Management & Development, Marketing Capabilities and Resources, and Digital, Data & E-Commerce.

With a winning team, then we will be able to collaborate and become a One Mega Dream team to achieve [the top] one position in our product categories,” he noted.

In terms of the marketing strategy, he says that they will implement the so-called 5A’s of business building, namely Awareness, Affinity-building, Affordability, Accessibility and Availability.

Awareness is about ensuring millions know about the company and brands, what it does/provides, what they stand for and why the brand exists. Moreover, affinity-building is about ensuring that they are building brand preference and that the target consumers/customers/shoppers will like MEGA brands versus its competitors.

Meanwhile, affordability is about creating and communicating the value of the brands and their products as compared to alternatives and substitutes. Accessibility is about ensuring that the brand’s products can be easily purchased (accessed) in the nearest sari-sari store or modern trade along its shoppers/consumers’ path-to-purchase. Lastly, availability is the right SKU in the right place and time, ensuring that the brands products are not out-of-stock.

Reflections in transition to new role

Before his new role at MEGA Prime Foods, he was most recently the chief marketing officer at Primer Group of Companies. He was responsible for leading the various marketing and creative teams across the company in both traditional and digital channels by creating and communicating Primer’s business value. 

Speaking on his learnings from his previous role, he said that winning the context is important in terms of targeting particular demographics versus going for media placements.

“The importance of doing STP (segment, target, position) and truly understanding which segment has disposable income to buy the premium brands like TUMI, Delsey, Herschel. Moving forward to MEGA Prime Foods, we will continue to segment the target market into strategic target audience and prime prospects, in a way that we have more focused (more resonating and relevant, contextual content) initiatives to drive customer acquisition and repeat,” he explained.

Navigating challenges through technology

For Albet, one of the biggest marketing challenges for him to tackle would be achieving differentiation, as the omnichannel approach makes it easier for competitors to replicate, catch up, and gain visibility into our marketing efforts. 

Moreover, ensuring a sustainable source of growth and profitability is also critical for the company’s product, brand, and category portfolio, especially as globalisation and direct-to-consumer (DTC) models enable global and Chinese businesses to enter the market with competitive price advantages. 

Lastly, attracting and retaining top marketing talent poses a significant challenge, given the financial constraints of a local manufacturing company compared to global premium brands and corporations.

“MEGA Sardines is the #1 Sardines in the Philippines and we have continued to expand our MEGA seafood line into Tuna, Mackarel and Squid. The pattern of mergers & acquisitions is also a trend that our company MEGA Prime foods has pursued with the recent 2024 acquisition of Jimm’s Coffee mix,” he said.

Albet added, “Moving forward to 2025 and beyond, our company will continue to leverage technology (ie. AI, RPA, etc.) from our fishing vessels, to manufacturing, down to marketing, sales and distribution.”

There’s a great irony to be told when it comes to our existing communication platforms. These apps, which highlight the different ways we can interact with one another, often feel chaotic, distracting and sadly can drain us mentally with the sheer amount of content we encounter on these platforms. If anything, there’s a greater need today for communication platforms which are very straightforward and are very accessible to use for everyday users. 

Recognising the growing demand for simpler communication platforms, buz, a new social audio app, seeks to bridge this gap with its straightforward and user-friendly design. Through its latest campaign launched across Southeast Asia, buz emphasises the warmth and immediacy of the human voice. 

By offering a simple yet powerful space for genuine connection, the app enables users to feel heard and build relationships that go beyond the limitations of text and visuals.

Simple interface, powerful impact

Buz stands out for its intuitive and minimalist design, centred around a single, vibrant green “push-to-talk” button. This streamlined interface cuts through digital clutter, letting users immerse themselves in the essence of communication—the authenticity in tone, the subtle nuances, and the emotions carried by every word.

Built with accessibility in mind, buz breaks down barriers of language and technical know-how, making it a tool for everyone. Whether young or old, tech-savvy or not, users can engage effortlessly. Features like auto-play on a locked screen ensure that staying connected remains as simple as a tap.

By embracing simplicity, buz tackles the challenges of digital fatigue while championing the need for communication tools that are inclusive, accessible, and truly human.

“We observed a widespread desire for simpler, more intuitive interfaces, leading us to prioritise ease of use and accessibility. This is exemplified by the prominent green button, which is easily identifiable and usable by a broad range of users,” a buz spokesperson told MARKETECH APAC.

Buz’s simplicity is also catered to specific demographics who wish to have constant communication but are limited to their own status quo or conditions. For example, older adults with dexterity challenges find the app easy to use, while those who primarily communicate through non-written languages or dialects value its voice-centric design. Similarly, neurodivergent individuals who might feel overwhelmed by complicated interfaces benefit from its straightforward and accessible approach.

“The focus on voice communication, the most fundamental form of human interaction, encourages more natural and spontaneous conversations compared to text-based platforms. This ensures that buz empowers effortless communication for all, regardless of their technological proficiency or background for a truly inclusive communication experience,” the added.

Tapping into the unique emotional response

The campaign captures ordinary moments elevated by the power of voice. Whether it’s a mother hearing her child’s heartfelt “mama” from miles away or a loved one sharing an off-key yet comforting serenade, the campaign beautifully illustrates the deep connections fostered through real-time audio interactions.

Moreover, buz’s campaign centres on the unmatched ability of the human voice to create meaningful connections. It highlights the emotional depth that vocal communication brings—the warmth of shared laughter, the solace of a familiar voice, and the joy of instant connection that bridges any distance.

“This resonates deeply with buz’s philosophy because it showcases how the platform facilitates authentic human interaction, prioritising the natural and deeply impactful nature of voice over other forms of communication. By focusing on the voice, buz demonstrates its commitment to nurturing meaningful relationships through the most primal and powerful means of human connection,” the spokesperson added.

Using hyperlocal strategies to understand cultural nuances

For buz’s campaign rollout across Southeast Asia, it tapped not just local ambassadors but also took into account how the campaign will play out in the local context.

In Malaysia, buz tapped into the relatable charm of Ain Edruce and her husband, resonating with audiences who value a more traditional perspective on relationships. In Thailand, the youthful energy of debut couple Maylada Susri and Teeradetch Metawarayut appeals to a younger generation, reflecting their evolving views on modern partnerships.

In the Philippines, where the ‘love team’ phenomenon is a cultural staple, buz partnered with Barbie Forteza and David Licauco, leveraging the strong connection and enduring popularity of this iconic on-screen pairing.

“Our campaign acknowledges the region’s diverse cultural landscape, by employing hyper-localised marketing strategies that resonate deeply within each culture’s unique expression of couple dynamics to emphasise the power of voice communication in creating meaningful emotional bonds,” the buz spokesperson said.

They added, “This careful selection of regionally relevant celebrity ambassadors, each reflecting the specific cultural nuances of their respective countries, ensures authentic connection and maximises campaign impact across the region.”

Using technology to accelerate the future of communication

Buz combines the power of the human voice with advanced AI technology, developed in collaboration with OpenAI, to elevate the user experience. Features like instant voice-to-text transcription provide flexibility and discretion when the app is muted, while real-time voice translation bridges language gaps, making buz a truly global and accessible communication platform.

James Lin, CEO of Vocalbeats, the company behind buz, stated, “In today’s world, people are craving genuine connections. Buz prioritises the power of voice, offering a simple and intuitive platform that fosters effortless, real-time conversations. Our AI features only enhance this experience, making voice communication even more accessible and enjoyable.”

With more than 20 million downloads worldwide and a swiftly growing footprint across Southeast Asia, the US, UK, and Europe, buz is set to change the way we connect. Its dedication to innovation and enhancing user experiences is reflected in the establishment of its new R&D and operations hubs in Kuala Lumpur and Singapore, reinforcing its status as a global leader in voice-driven social interaction.

“At buz, simplicity is foundational to everything we do. Our growth strategy centres on expanding access to simple and powerful voice communication, adding features thoughtfully to enhance the core experience without compromising ease of use. We’re committed to maintaining an intuitive user experience that fosters deeper connections for our global community, ensuring buz remains accessible and easy for everyone, everywhere,” they concluded.

Manila, Philippines – In a historic first for a Philippine company, Cebu Pacific took over Dubai’s Burj Khalifa with a “Fly to Happy, Fly to the Philippines” projection show, celebrating the most iconic reasons to visit the Philippines in 2025. 

Projected onto the world’s tallest building, the show captured the warmth and smiles of Filipinos, alongside the natural beauty of the Philippines, including the world-famous beaches of Boracay, Palawan and Cebu as well as breathtaking sites like Mayon Volcano in Legazpi, the Chocolate Hills in Bohol and Mt. Apo in Davao.

Through this campaign, Cebu Pacific aims to invite travelers around the world to experience the wonders of the Philippines and offer Filipinos in the United Arab Emirates (UAE) a nostalgic view of home. 

To bring this experience within reach to more passengers, Cebu Pacific has also launched a special seat sale from November 22 to 30, 2024. Passengers from major international hubs—including Hong Kong, Singapore, South Korea, Australia, and the Middle East—can now book discounted flights to the Philippines for travel in early 2025. 

Xander Lao, president and chief commercial officer at Cebu Pacific, said, “We’re proud to share a piece of home on such a grand stage. This is a celebration of Philippine pride and an invitation for travelers to connect with the unique beauty, culture and warmth that our country offers.”

Philippines – Delivery platform GrabFood, in collaboration with advertising agency Publicis JimenezBasic (PJB), has launched a new campaign that delves into the diversity of Filipino cuisine.

Through the ‘Food Speak’ campaign, GrabFood celebrates the wide food selection in the country, varying in each city and region.

The campaign video shows how food is used as a language, highlighting cultural nuances related to different dishes.

Taking on different creative executions, GrabFood’s campaign is being promoted through social media, radio, and in-app advertising.

J-anne Aruta, Grab Philippines country marketing head, said, “The culinary landscape of any city — shaped by food innovators and entrepreneurs — defines the gastronomic culture that citizens and tourists get to enjoy. And as we bring GrabFood to more cities across the country, we enrich the experience of Filipino foodies by giving them access to a wider base of exciting food concepts, enabling them to better understand and appreciate their city’s very own taste palate.

“This campaign is our tribute to the unique food landscapes in each of the cities we are in — demonstrating how determined we are to connect more people to a broader spectrum of flavors they need and deserve to try,” Aruta added.

“When you get the chance to let creativity loose on a campaign especially with a brand like Grab that’s well-known for pushing the envelope, you can’t help but jump on that chance,” Mike dela Cuesta, PJB group creative director, said.

Manila, Philippines – Emirates has launched its first Emirates World retail store concept in Southeast Asia, by introducing a fully immersive Emirates experience in Manila. The new space marks a significant step in the airline’s commitment to the Philippines by redefining the travel retail experience for customers.

The 221-square-meter space was inaugurated by Adnan Kazim, Emirates’ Chief Commercial Officer, in the presence of First Lady Liza Araneta Marcos, UAE Ambassador to the Philippines Mohamed Obaid Al Qataam Al Zaabi, and other distinguished guests, trade partners, and media representatives.

A highlight of the new store is the Emirates A380 onboard Lounge display, offering visitors a glimpse into the airline’s signature in-flight luxury. Guests can explore a curated selection of Emirates-branded merchandise and travel accessories, including the latest NBA collection designed for basketball enthusiasts, all from the Emirates Official Store.

The Emirates World Store integrates cutting-edge smart technologies, including an interactive self-service screen for browsing flight options and checking availability, redefining the travel retail experience.

This launch underscores Emirates’ strong commitment to the Philippine market, emphasizing the airline’s focus on delivering world-class service. The Manila store joins the growing network of reimagined Emirates retail spaces, following locations in Dubai, Hong Kong, London, and Nairobi. The airline plans to invest AED 100 million over the next three years to expand its retail footprint globally.

“The new Emirates World Store in Manila is designed to serve as a one-stop shop where customers can explore Emirates’ best-in-class products and services, and provides visitors a glimpse of our onboard hospitality and excellence, ensuring the bar is set high when it comes to retail experiences both in the Philippines and across our global network. The Emirates World retail store is part of our broader strategy to get closer to our customers as they plan their travel and create an elevated experience that is consistent with our brand,” Kazim stated.