Tag: Philippines

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.

Manila, Philippines – Del Monte Pacific has announced that it will restructure its investment in Del Monte India by exchanging its shares with 13% direct shareholding in Agro Tech Foods Limited (ATFL), an Indian food company. In turn, ATFL will acquire the 59% equity stake of the Bharti Group in Del Monte India.

In a recent disclosure by Del Monte Pacific, it stated that it will continue licensing the Del Monte trademark to Del Monte India on a perpetual and exclusive basis to protect the value of the brand by safeguarding Del Monte quality standards and derive royalties therefrom.

“The Group’s direct investment in ATFL means that it would be invested in a broader business that includes profitable product categories which have yielded shareholder returns for several years. Further, a direct equity stake in a company whose ordinary shares are listed in stock exchanges generally means more liquidity for its shareholders and enhanced corporate governance practices and benefits,” Del Monte Pacific said in their disclosure.

Given how ATFL has a bigger consumer packaged goods platform with a wider and deeper distribution network in India, Del Monte Pacific stated that ATFL is well-positioned to grow the Del Monte brand in India.

“India has been an exciting and flourishing market, and we are proud of the brand’s journey and impact on the Indian food industry. Under Sundrop Brands’ platform, we believe the Del Monte brand will reach new heights in India. This transaction supports the Group’s strategic focus on its core markets and partnerships that drive growth,” Rolando Gapud, executive chairman at Del Monte Pacific, stated.

ATFL has just rebranded itself as Sundrop Brands, and holds popular consumer brands such as ACT II popcorn and Sundrop edible oil. 

Manila, Philippines – Brand valuation consultancy Brand Finance has recently released its rankings of valuable brands in the ASEAN region–with fast food chains Mang Inasal and Jollibee, as well as the Bank of the Philippine Islands (BPI) seeing significant growth in their respective markets.

Mang Inasal–whose brand value shot up 201% to US$374m emerges as this year’s fastest-growing brand ASEAN. The brand has moved up by 136 spots to feature as the 146th most valuable brand in the region this year

Meanwhile, Mang Inasal’s sister brand, Jollibee (brand value up 51% to US$2.3b), went up 19 ranks this year to become the 23rd most valuable ASEAN brand.

Climbing up nine spots this year, Bank of the Philippine Islands (brand value up 22% to US$1.5b) ranks as ASEAN’s 45th most valuable brand. This growth is driven by its higher scores in the in ‘familiarity’, ‘consideration,’ and ‘reputation’ metrics, according to market research data.

Within the region’s telecoms sector, Globe Telecom (brand value down 4% to US$1.9b), is the fifth strongest telecoms brand ranked for the year. With a Brand Strength Index (BSI) score of 85.4 of 100, it is also the only Philippines brand among ASEAN’s top 10 telecoms brand.

Other notable highlights for Filipino brands include:

  • Metrobank (brand value up 5% to US$1.2b) dropped two ranks to 61st in the ASEAN rankings this year. 
  • Petron (brand value up 20% to US$828m) is the 83rd most valuable brand in the region, up four ranks compared to 2023. 
  • Cebu Pacific (brand value up 7% to US$208m) advanced nine ranks to 219th in the region, in addition to being the ninth brand among ASEAN airlines brands.
  • Bear Brand (brand value down 2% to US$523m) ranks as the 24th strongest brand in ASEAN, with an AAA brand strength rating and a BSI score of 86 of 100.
  • Puregold (brand value up 17% to US$731m) secured the 92nd spot as ASEAN’s most valuable brands of 2024.
  • Ayala Land’s (brand value up 54% to US$451m) significant growth in brand value positioned the brand as the 132nd most valuable brand in the region.
  • Union Bank of the Philippines (brand value up 22% to US$679m) ranks as the 94th most valuable brand in the region. It is also ranked as the 29th banking brand in ASEAN.

Alex Haigh, managing director of Brand Finance for Asia-Pacific, said, “As the impact of strategic alignment and shared resources in building consumer loyalty and driving sustained growth, iconic brands like, Mang Inasal, Jollibee and Bank of the Phillippine Islands are growing and excelling within their sectors. The collective strength of these brands reflects ASEAN’s unique ability to adapt and thrive, with each sector’s progress amplifying the region’s overall resilience and forward momentum.”

Philippines – At the core of customer service is always genuine care, which is known as malasakit in the Philippines. Going beyond superficial ways, malasakit as a value extends to acts that make people feel seen, and their needs addressed.

This is what logistics provider 2GO aims for in its partnership with the Department of Tourism (DOT) for the Filipino Brand of Service Excellence (FBSE) program.

The FBSE Program is an initiative spearheaded by the Department of Tourism that is aimed at enhancing the quality of service in the Philippine tourism industry to reflect the Filipino culture of warmth and hospitality. By empowering frontliners with the knowledge and skills to provide excellent service, the program seeks to create a unique and remarkable experience for tourists.

As part of the initiative, 2GO has sent 14 participants to DOT’s learning course, allowing them to train other team members after the course.

In an exclusive interview with MARKETECH APAC, Blessie Cruz, business unit head of retail at 2GO, shares 2GO’s goals of elevating customer service through the FBSE program.

‘Customer first’ practice

As a logistics provider, 2GO is committed to hospitality. For the company, ‘customer first’ is more of a core value than a slogan, Cruz said. 

“Our goal is to bring this to life through behaviours that ensure our customers feel the warmth and malasakit that is deeply rooted in our culture. These qualities make us uniquely Filipino, and we’re proud to showcase them,” she said.

According to her, 2GO aims to make customers feel at home in their vessels or stores by aligning with the FBSE. Its employees carry this goal by starting with the “Mabuhay” greeting, which aims to welcome people.

“Together, 2GO and DOT are committed to showcasing Filipino hospitality in every interaction with our customers,” she said.

The FBSE program is marked by the Filipino culture of being hospitable, and 2GO aims to extend this warmth to its customers.

“Our goal is to enhance each journey so that our passengers look forward to sailing with us again and again. This program isn’t just about meeting expectations; it’s about creating experiences that leave a lasting impression,” she explained.

Seal of excellence

Through the FBSE program, 2GO is set to elevate its service for customers, aiming for excellence.

“By embedding FBSE principles across our operations, we elevate our standard of service in a way that reflects the rich heritage of Filipino hospitality,” Cruz said.

Consequently, 2GO is carving a distinct place in the market through the program, marking its position as a provider of excellent service.

“As the only freight and logistics provider certified by DOT to carry the FBSE seal, 2GO stands out as an ambassador of service excellence, giving us a unique position in the market,” she shared.

The key initiatives of the program include FBSE training for all employees and vessel crew, integration of FBSE principles across all 2GO services, and cultivation of a culture that encapsulates the FBSE values.

“At 2GO, we’re committed to continually raising the bar in customer service. We actively seek customer feedback and use it to refine our processes, ensuring we exceed expectations,” she said.

Embodying ‘national brand’

The FBSE program is all about solidifying and embodying an undoubtedly Filipino branding.

“Embodying a national brand gives 2GO a distinctive Filipino identity grounded in warmth and malasakit. It’s a source of pride to join DOT in bringing hope and resilience to our customers, showing that, despite challenges, we continue to serve because they are at the heart of what we do,” Cruz said.

As a DOT ambassador that aims to be known for excellent customer service through the program, 2GO can promote the Filipino experience worldwide, inviting more people to visit the country.

“By championing the national brand, we not only strengthen our business but also contribute to the growth of the tourism sector and, in turn, the Philippine economy,” she said.

Through its partnership with DOT, 2GO is committed to delivering a uniquely Filipino service. This dedication not only benefits its customers but also contributes to the global image of the Philippines while setting a new standard for customer service in the industry.

Manila, Philippines – Jollibee Foods Corporation has recently disclosed that it has signed an agreement with a subsidiary of Titan Dining LP (Titan Fund) for the transfer of ownership and management of the Tim Ho Wan business from Titan Fund to Jollibee Group’s wholly owned subsidiary, Jollibee Worldwide Pte. Ltd (JWPL). 

This will be effected through the transfer of ownership of 100% of Tim Ho Wan Holdings Pte. Ltd. (TPL), the holding company of the Tim Ho Wan business, from a subsidiary of Titan Fund, to JWPL. Completion of this transaction is subject to closing conditions. After which, TPL shall be consolidated into Jollibee Group’s portfolio and financial reports.

Tim Ho Wan, with around 80 global store footprint across 11 countries, will be the flagship brand for Jollibee Group’s Chinese Cuisine segment. This brand is known for bringing the best of Hong Kong to the world through its world-renowned dishes Barbecue Pork Buns and other specialties such as the Steamed Rice Roll stuffed with Barbecue Pork, Pan Fried Turnip Cake and Steamed Egg Cake.

JWPL has held a 92% participating interest in Titan Fund since January 2024. Accordingly, its cash payment for the transaction shall only be the amount of SGD20.2m, corresponding to the 8% participating interest held by the other investors in Titan Fund. 

Manila, Philippines – As generative AI quickly transforms industries and everyday life, Filipino prosumers — those at the forefront of technological adoption — are voicing a major sentiment: while embracing AI is essential, retaining a human touch is equally vital. This is according to the latest survey conducted by HAVAS Ortega.

In the survey, it noted that tech-savvy individuals, representing 15-20% of the population, prioritise a balance between innovation and human-centric practices. They acknowledge the revolutionary potential of AI while expressing deep concerns about its societal implications.

It is worth noting that rhe excitement surrounding AI is evident, with 94% of Filipino prosumers recognising its ability to transform things in multitude of ways. Around 86% believe it can enhance productivity at work and school. Yet, this enthusiasm is tempered by anxiety with nearly half (49%) foresee job losses due to AI advancements, and 52% worrying that AI may eventually surpass human intelligence. 

The survey also highlights the need for brands to integrate AI in ways that prioritize human needs. Filipino prosumers envision a future that is inclusive, ethical, and respectful of individual rights. A significant 68% express concerns that AI could widen the digital divide, potentially leaving behind those without access to advanced technologies. 

Furthermore, many prosumers (47%) worry about the ethical implications of AI, fearing it could restrict personal autonomy. A striking 43% are concerned about constant surveillance and the unauthorised collection of personal data. 

With the world going more digital, Filipino prosumers are gravitating towards brands that maintain a sense of humanity. Despite the growing reliance on AI tools, 80% still prefer human interaction over AI for customer service. This preference highlights a fundamental truth that while technology can streamline processes, it cannot replicate the understanding and warmth of genuine human connection.

Jos Ortega, chairman and CEO of HAVAS Ortega, said, “AI is becoming an integral part of our lives, influencing everything from how we work to how we access information. However, as we embrace this technology, we must also confront the tough questions about its impact on our values and humanity.”

He added, “Brands must not merely adopt AI technologies; they should also champion equitable use that serves everyone, rather than exacerbating existing divides. In the face of rapid technological change, preserving our humanity isn’t just important, it’s a competitive advantage. Brands that prioritize human connection will foster trust and loyalty among their customers.”

Manila, Philippines – Turning 45 is a milestone in itself, but global Filipino fast-food chain Jollibee wanted their fans in on the celebration – with the help of its iconic red bee mascot. To celebrate its 45th birthday in style, Jollibee partnered with GrabAds, the advertising arm of Southeast Asian superapp, Grab, for a dynamic and innovative full-funnel campaign. 

The month-long campaign, ‘Jollibee’s 45th Birthday Blowout’, ran from October to November 2023 and leveraged GrabAds’ diverse advertising formats to ignite customer excitement, boost purchase intent, and drive more sales. The campaign resulted in a 25x return on ad spend (ROAS).

The objective: Deliver a nationwide celebration for Jollibee via Grabads 

Tapping into the unique ecosystem features and capabilities of GrabAds’ retail media network (RMN), including rich first-party transaction data, Jollibee ads were strategically served to consumers who had the intent to order food on Grab, making them more likely to seek out Jollibee’s offers.

Jollibee’s campaign with GrabAds also tapped into creative ad formats on the Grab platform, including GrabFood pop-ups, Masthead, and Native Homepage ads. The key campaign highlight was the delivery icon branding, which replaced Grab’s green rider icon that shows the real-time location of the delivery-partner, with Jollibee’s well-beloved red bee mascot.

These ads targeted hungry Filipinos across different stages of their buying journey – from discovery to purchase. Customers were also treated with freebies from Jollibee such as fries, pancakes, peach mango pie and Coke Float when they spent a minimum of PHP500 on Jollibee on GrabFood as part of the celebration during the campaign period.

Gianfranco Go, senior marketing manager at Jollibee Food Corporation, said, “Turning 45 is a huge milestone for Jollibee. As a Philippines’ homegrown brand, we wanted this birthday to be a national celebration. We were thrilled to see the fantastic results from the campaign with GrabAds. Their creative use of our iconic Jollibee mascot brought the campaign to life, truly resonating with our customers and driving strong engagement.”

He added, “This digital activation campaign is a first of its kind in the Philippines’ quick service restaurant industry, and we look forward to collaborating with GrabAds again for more innovative ad campaigns in the future.”

The results: Achieving 2.2x increase in purchase intent compared to Kantar norms 

Over the one-month campaign, Jollibee successfully celebrated its 45th birthday across multiple ad touchpoints on Grab, leading to a 2.2-fold increase in purchase intent. The campaign achieved remarkable success in driving recommendations, likely attributed to Jollibee being a well-loved local brand in the Philippines. The brand’s embodiment of Filipino identity and culture resonated strongly with the local audience, particularly with the emphasis on celebrating Jollibee’s birthday, potentially driving the audience to recommend Jollibee.

Jollibee was also able to achieve both brand-building and performance goals with a single campaign, according to a brand lift study conducted with Kantar, one of the world’s leading media insights and research for advertising. Key results included:

  • 25 times return on advertising spend (ROAS)
  • 13% uplift in platform sales
  • 17% increase in ad recall, which is 3 times higher than Kantar norms
  • 8% increase in purchase intent, which is 2 times higher than Kantar norms 

Ken Mandel, regional managing director and head of GrabAds and enterprise, commented, “It was a pleasure to have teamed up with Jollibee for their 45th birthday celebration to design a bespoke birthday campaign, which of course featured their iconic red bee mascot. This campaign was built on GrabAds’ unique retail media ecosystem, which made it possible to offer our customers innovative ad formats like delivery icon branding and a full-funnel campaign that engaged consumers across their buying journey.”

He added, “With first-party data that is powered by real consumer transactions, we were able to strategically target consumers who were already looking for something to eat, resulting in a strong uplift in both purchase intent and platform sales, and highlighting the success of our collaboration.”

Manila, Philippines – UnionBank and Mercury Drug launched the new UnionBank Mercury Credit Card – a one-of-a-kind credit card designed to reward consumers for prioritizing their health and wellness.

With the new UnionBank Mercury Credit Card, users are not only encouraged to stay on top of their health, but also to be rewarded for it. It is also is the country’s first card dedicated to rewarding health.

The new UnionBank Mercury Credit Card was completely reimagined to cater to a new generation of health-conscious consumers. The new modern design, featuring the iconic ‘Mercury Man,’ makes it not only visually appealing but symbolic of Mercury Drug’s decades-long commitment to promoting health and well-being.

With the special credit card, users are entitled to 5X rewards points on all health and wellness-related purchases — a benefit no other card currently offers. Whether consumers are buying medicines, vitamins, supplements, fitness gear, or paying for gym memberships and medical services, the card rewards their dedication to a healthy lifestyle by maximising every peso spent in these categories.

In addition to the points, the card offers no annual fees for life. Plus, cardholders will enjoy free annual physical exams and ambulance services every year.

The launch of this card marks a new chapter in the evolving partnership between UnionBank and Mercury Drug, underscoring their shared commitment to enhancing the lives of Filipinos through innovative financial solutions that support health and wellness goals.

Manoj Varma, consumer banking head of UnionBank of the Philippines, described the card as a groundbreaking financial product that stands out in the market. “This isn’t just another rewards card. The UnionBank Mercury Card is designed to meet the growing demand for wellness-oriented financial tools, and it does so with unparalleled value.”

Meanwhile, Vivian Azcona, president of Mercury Drug, shared her excitement about the partnership, noting that this card is more than a financial tool — it’s a symbol of Mercury Drug’s commitment to helping Filipinos lead healthier lives. 

“The UnionBank Mercury Card is designed to empower our customers to make healthier choices while being rewarded for it. It truly aligns with Mercury Drug’s vision of promoting health and wellness for all Filipinos,” she said.

Philippines – Women in marketing and tech are reshaping the industry with fresh perspectives and innovative strategies. As leaders, they break barriers and champion diversity. Their influence fosters an inclusive culture, inspiring the next generation of female marketers to thrive and make their mark in a dynamic field.

With a mission to recognise the empowered women who are making waves in the marketing and technology fields, MARKETECH APAC, in collaboration with its sister publication UpTech Media, is thrilled to announce the launch of its highly anticipated ‘Empowered Women Awards 2025.’

Centering on the tagline ‘Empowering Innovation, Elevating Women,’ the Empowered Women Awards 2025 highlights the inspiring journeys of women who have built successful careers and become catalysts for change. The awards go beyond recognition, serving as a testament to the strength and vision of women driving progress in the marketing and tech landscape. 

This awards ceremony builds on the success of previous iterations, such as the ‘Empowered Women Series’ and the virtual’ Empowered Women 2023: Marketing Conference & Awards,’ celebrating the extraordinary women transforming the marketing and technology sectors across Asia Pacific.

Scheduled to culminate in a prestigious in-person awards night on 26 September 2025 in Manila, this event promises to be a celebration of innovation, leadership, and the courageous spirit of women who are trailblazers in their fields. 

The Empowered Women Awards 2025 will showcase 46 categories, including individual recognition, marketing campaigns, tech innovations, special awards, and the grand prix. Each category will honour three (3) winners, awarded Bronze, Silver, and Gold distinctions.

Judging criteria and eligibility will vary by category. Entries will open in November this year, with the judging process taking place in 14-25 July 2025.

Teddy Cambosa, regional editor at MARKETECH APAC, said, “We’re excited to finally launch our ‘Empowered Women Awards 2025’, as we believe that empowering women in the marketing and technology space is not only about closing gaps—it’s about recognising their immense contributions and unleashing their full potential. By celebrating their leadership, creativity, and innovation, we foster a more inclusive industry where diverse voices drive progress and inspire the next generation of trailblazers. When women are seen, heard, and valued, the future of these fields becomes limitless.”

To find out how to participate in this prestigious award series, click HERE to learn more about the Empowered Women Awards 2025.

For sponsorship opportunities, please contact Joven Barcenas ([email protected]); for judging opportunities, please contact Ivy Alamo ([email protected]); and for nominations, please contact Denise Obispado ([email protected]). 

Manila, Philippines – Doña Elena Olive Oils is elevating home-cooked meals, giving them a sense of luxury in a new campaign with BBDO Guerrero. 

The campaign, which shows a family sharing home-cooked dishes, incorporates opera to highlight how Doña Elena elevates the dining experience. It features the song ‘Habanera,’ from the French opera Carmen to provide a sense of nobility.

With the tagline ‘Feast like a Doña. Cook with Doña Elena,’ the campaign emphasises that through the brand’s olive oils, families can experience gourmet dining experience at home.

Dishes like pampano, paella, salpicao, and pasta were featured in the campaign video as having been upgraded through Doña Elena olive oils.

Doña Elena is a brand owned by Fly Ace Corporation and was launched in 1998.

“Our goal with this spot was to highlight the elevated experience that comes with using Doña Elena Olive Oils. These products aren’t just for cooking; they bring an authentic touch to home-cooked meals. We’re excited to reintroduce this creative twist that perfectly captures the essence of the campaign into the market, proving how any dish can be transformed with Doña Elena,” Maita Monsalud, category manager of Doña Elena (Fly Ace Corporation), said.

Andi Olbés, creative director at BBDO Guerrero, commented, “We wanted to do more than just visually represent the quality of Doña Elena products. We wanted to represent a feeling. By incorporating opera, we added that extra touch of drama that evokes the feeling of a grand dining experience, making every meal feel more special, elevated, and memorable with Doña Elena Olive Oils.”