Tag: Philippines

Manila, Philippines – The Ninoy Aquino International Airport (NAIA) has released a new logo and website following the recent takeover of San Miguel-led New NAIA Infra Corporation (NNIC), the new private operator for said airport.

While the website is still incomplete, users can expect dedicated pages to flight information, flight tracking, list of airlines servicing NAIA, as well as special pages for airport transport, dining, shops, and other airport amenities.

Moreover, there is also a dedicated ‘Bagong Bayani’ page on the website, which NNIC described as a special hub featuring inspiring stories about overseas Filipino workers (OFWs), one of the country’s biggest workforce exports.

“The launch of our website and social media pages is part of our commitment to open communication and transparency,” said Ramon Ang, president and CEO of NNIC. 

Aside from San Miguel Corporation, NNIC also include the Incheon International Airport Corp, with both aim to transform NAIA into a ‘world-class airport’.

It is worth noting that NAIA’s new operator also comes in light of continued public outcry over the lack of sanitary and operational initiatives from the airport to maintain its image. For local PR leaders, they note that marketing and advertising efforts are ‘band-aid solutions’ for NAIA, and instead the airport should focus more on improving their operational measures to gain more trust from the public–both local and international.

Philippines – The Tourism Promotions Board (TPB) Philippines, an agency under the Department of Tourism (DOT) tasked with promoting the country as a premier travel destination, has partnered with digital travel platform Agoda to enhance the Philippines’ visibility on the global tourism stage.

Agoda and TPB are pooling their marketing expertise to boost international arrivals and showcase the Philippines’ rich cultural and natural beauty. The partnership includes exclusive discounts and co-branded campaigns, designed to draw global travellers to both popular and lesser-known destinations across the country, with travel periods extending until March 31, 2025.

Campaign details will be featured on Agoda’s website and mobile app, as well as the Travel Philippines app. The partnership, which is now in effect, will run until December 15, 2024, with travel periods available until March 31, 2025.

TPB’s partnership with Agoda highlights their shared commitment to enhancing the Philippines’ global visibility as a premier tourist destination while driving increased inbound tourism.

Omri Morgenshtern, chief executive officer at Agoda, commented, “Agoda has been dedicated to supporting the tourism industry in the Philippines. We are excited to partner once again with TPB through the latest program as a significant step to leverage our digital expertise as well as our global network to showcase the myriad destinations and vibrant culture of the Philippines to a global audience.” 

Also speaking on the partnership, Maria Margarita Montemayor Nograles, chief operating officer at TPB, said, “TPB is thrilled to once again join forces with Agoda in our mutual goal of enhancing travel experiences for both new and returning visitors to the Philippines. This partnership allows us to utilise cutting-edge digital marketing strategies and valuable insights to promote our unique destinations and create memorable experiences for our tourists.”

Agoda has long supported Philippine tourism, introducing quarantine packages for returning Filipinos during the 2021 pandemic. In 2023, it partnered with the World Wildlife Fund to launch the Eco Deals Program, promoting sustainable tourism and supporting biodiversity efforts in Tubbataha Reefs and whale shark conservation in Donsol.

Many recent technology developments such as generative AI and enhanced customer engagement strategies. are greatly improving the marketing and advertising environment and providing several advantages in a variety of fields. For instance, businesses are analysing customer data in a new way thanks to artificial intelligence (AI) and machine learning, which allows for accurate targeting and personalised content distribution. 

With the use of these technologies, marketers can better target their ads to specific audiences, anticipate their behaviour, and increase engagement and conversion rates. Large data sets must be swiftly processed and interpreted in order for marketing tactics to be both more successful and flexible enough to respond to shifting consumer patterns.

Moreover, as these technologies develop further, they give marketers strong tools to design dynamic, captivating, and tailored campaigns that increase consumer loyalty to brands and broaden their consumer base. In the future, incorporating these state-of-the-art technologies is expected to further enhance the efficacy and originality of marketing campaigns, establishing new benchmarks for success in the sector.

To further explore more industry insights on the future of marketing and advertising this 2024 and beyond, MARKETECH APAC has announced new updates to its industry-leading What’s NEXT series, with more expanded plans targeted to reach more marketers in the Asia-Pacific region, giving industry leaders a platform to highlight their insights and advice on the latest trends in marketing and advertising.

What’s NEXT in Marketing: Indonesia 2024

Kicking off this year’s instalment is MARKETECH APAC’s debut conference in Indonesia with its What’s NEXT in Marketing: Indonesia 2024 which will be held on November 7 at Pullman Jakarta Indonesia. This inaugural flagship event will offer industry leaders with a platform to exchange experiences, knowledge, and foresights that will shape the future of marketing in Indonesia.

Our initial roster of speakers include:

  • Bharat Buxani, Senior Vice President, Marketing at 99 Group Indonesia
  • Kelvin Hong, Director of Brand Marketing at A&W Restaurants Inc
  • Gita Rostika, Group Head of Marketing at bank bjb
  • Mediko Azwar, Chief Marketing Officer at Blue Bird Group
  • Ilham Pratama, Head of Marketing at Chery Motor
  • Irfansyah Kurnia Putra, Country Head of Marketing at IKEA
  • Rajesh Grover, Group VP – Digital and Omnichannel at Kanmo Group
  • Yosua Tanuwiria, VP of Marketing at Pluang
  • Ryan Dawa, Head of Marketing at Reku
  • Asnawi Jufrie, VP & GM of Southeast Asia at SleekFlow

What’s NEXT in Marketing: Malaysia 2024

Later this year, What’s NEXT in Marketing: Malaysia 2024 will also kick-off on December 3-4 at Sheraton Petaling Jaya. This conference is the second time a What’s NEXT conference has been held in Malaysia following the successful launch of the 2023 conference back in December 5, 2023.

Our initial roster of speakers for this 2024 conference includes:

  • Andrea Chuang, Campaign Marketing Head at AirAsia MOVE
  • Huey Ying Leong, Head of Marketing at Burger King
  • Xing Jun Khoo, Head of Digital, Media & Insights at Dutch Lady Milk Industries Berhad
  • Evelyn Lee, Head of Marketing at Secret Recipe Cakes & Cafe
  • Asnawi Jufrie, VP and GM of Southeast Asia at SleekFlow 
  • Mun Yee Lau, Head of Branded Content and Social at TIME dotCom
  • Jason Yong, CEO and Founder of Unicom Marketing
  • Alyaa Ramlan, Head of Social at Unifi

What’s NEXT in Marketing: Singapore 2025

Kicking off in 2025 as well is our What’s NEXT in Marketing: Singapore 2025 which will be held from February 19-20. This is the second What’s NEXT conference in Singapore following the 2024 edition on March 7 and saw an attendance of 150 delegates.

What’s NEXT in Marketing: Philippines 2025

For 2025, MARKETECH APAC kicks off its first What’s NEXT conference of that year with What’s NEXT in Marketing: Philippines 2025 which will be held on March 26 to 27, 2025 at Crowne Plaza Manila Galleria. This is the third time What’s NEXT will cater to the Philippine market following huge success on its first instalment of the conference in 2023 with more than 200 in-person attendees, while the second one earlier this year had 219 in-person attendees.

What’s NEXT in Marketing: Hong Kong 2025

For the first time ever, MARKETECH APAC will also be bringing the What’s NEXT conference in Hong Kong with its What’s NEXT in Marketing: Hong Kong 2025 happening in April 24, 2025. More details will be announced.

Joven Barceñas, founder and CEO of MARKETECH APAC, said, “Since its launch, What’s NEXT has always set its vision to ignite powerful conversations that will shape the future of marketing in Asia-Pacific. From emerging technologies to shifting consumer behaviours, What’s NEXT is where industry leaders, visionaries, and trendsetters will come together to explore new frontiers, redefine strategies, and inspire groundbreaking ideas. These conferences are more than just events—they are catalysts for change, empowering us to stay ahead of the curve, anticipate trends, and lead the charge in transforming the way we connect with consumers. We are thrilled that this year’s series, we are expanding the conversations in Indonesia and Hong Kong.”

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

For speaking opportunities for these conferences, contact Katherine Sy at [email protected]; and for registrations, reach out to Hans Policarpio at [email protected].

Paris, France – French accessible luxury fashion group SMCP, the parent company of fashion brands Sandro, Maje, Claudie Pierlot and Fursac, is delighted to announce the signing of two new distribution partnerships with two major APAC countries: the Philippines and Indonesia. 

Following the announcement of its expansion in India over a year ago, the Group has signed two new distribution partnerships with SSI Group (Philippines) and Map Group (Indonesia). For the group, these two key countries in the APAC region are key drivers of development and influence, with strong economic growth and a flourishing middle class. 

SMCP has already opened its first Sandro Indonesian store in Jakarta (Plaza Senayan). In the Philippines, it plans to open 4 shops in Greenbelt and Central Square, two key districts of metropolitan Manila, as well as 3 corners in the Rustan’s Makati department stores. 

Other openings are planned over the next 5 years in the most prestigious shopping malls in these two countries. 881 Group is a specialist luxury and ready-to-wear retailer in the Philippines. SSI Group operates 570 stores throughout the Philippines on behalf of 90 brands, including long-term partnerships with leading fashion houses (Cartier, Hermes, Givenchy, Zara etc). 

Meanwhile, Map Group, a distributor in Indonesia since 1995, has become a leader in several segments over the years (fashion, cosmetics, sport, etc.). Today, Map Group operates nearly 3,000 shops (Ind itex Group, Loewe, Max Mara, Lacoste, Starbucks, etc.) in almost 80 Indonesian towns and cities. 

Philippines – Bossjob, a chat-first career platform for professional recruitment, has unveiled a new bus advertising campaign, featuring nearly 100 buses travelling across Metro Manila to enhance job search accessibility and streamline hiring solutions for both job seekers and employers.

The bus ads prominently feature Bossjob’s tagline, “Find Job. Talk to Boss.” and include a QR code for quick app downloads. This initiative is designed to increase job search accessibility for job seekers and simplify hiring solutions for employers by reaching a wide audience throughout Metro Manila.

As part of the campaign, Bossjob has introduced a “Spot & Snap” online contest, encouraging individuals to spot its bus ads around Metro Manila, take a photo, and share it on social media while tagging Bossjob’s official pages. Participants have the chance to win a cash prize.

The photo contest aims to boost user engagement and interaction with Bossjob’s services, including its extensive job listings, AI-matching capabilities, and direct chat feature with employers.

Kimberly Chen, country manager at Bossjob, said, “We are committed to making job searching more accessible and efficient for Filipinos. Through this campaign, we aim to connect with job seekers on the go, reinforcing our commitment to simplifying the job search process and empowering job seekers with fast and direct access to employers.”

Bossjob’s new interactive campaign showcases its commitment to innovation and expanding its reach to provide a platform that caters to the evolving needs of employers and job seekers. By leveraging AI and big data, the platform enhances job matching and recruitment efficiency with its mobile app, direct chat, and AI-matching features.

The ads are visible on buses throughout Metro Manila, covering key cities including Quezon City, Parañaque, Taguig, Makati, Mandaluyong, Pasay, Muntinlupa, Manila, and Valenzuela. It will run on major routes such as EDSA, PITX, Commonwealth Avenue, Bonifacio Global City (BGC), Alabang, Lawton, and McArthur Highway.

Manila, Philippines – Filipino coffee chain Bo’s Coffee is set to open 85 new stores–35 by the end of this year and 50 by next year. This is according to Steve Benitez, founder and CEO at Bo’s Coffee at the sidelines of a recent industry event.

“As far as the company is concerned, we (will be) able to grow by 35 stores by the end of this year; and next year, we are looking at 50 stores,” he said.

In terms of international growth, Benitez said that they are also planning to ramp up its international expansion, specifically also expanding its existing operations in Doha and Dubai. Moreover, they are also talking with other partners, mentioning that Canada is also another potential market for expansion.

“We will have 16 stores by the end of this year in Doha and four in Dubai. Two are operating in Dubai, and 14 stores are already open in Doha,” he said.

Benitez added. “We are talking to other partners, and Canada is on the table… But it is going to be a five-year plan, so it is like a rollout of 10 stores in 10 years or 12 stores in 10 years.”

Bo’s Coffee was founded in 1996 by Benitez, with a large chunk of its local stores based in Metro Cebu where the chain is officially based. 

In 2018, the chain teamed up with Al Majed Grouping to open its first store in Doha, Qatar. It had also worked with Al Mulla Business Group for the chain’s expansion to Dubai, UAE.

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

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

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

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

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

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

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

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

Embracing the move to a new role

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

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

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

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

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

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

Riding the legacy of safety and reliability 

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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