Tag: Philippines

Philippines – Media agency Initiative has been appointed as the integrated media agency of record (AOR) for Century Pacific Food (CNPF), Inc. and Shakey’s Pizza Asia Ventures, Inc. (SPAVI), following their win in a competitive agency pitch. 

As the AOR, Initiative takes charge of the companies’ media solutions across all brands, including canned and frozen meat, marine, culinary, dairy products, restaurant, and kiosk businesses. 

“We look forward to hitting the ground running with our new media partner, Initiative. Our business is in growth and investment mode – with a diverse portfolio of market leaders, strong challengers, emerging brands, and innovations, each with its own set of business needs. We are excited to work with a partner who can help us navigate the evolving media landscape to bring our brands closer to our consumers,” Greg Banzon, CNPF executive vice president and chief operating officer, said.

“We are pleased to partner with Initiative, leveraging the efficiency of having one group handle our new portfolio of WOW! Brands.  This collaboration aligns perfectly with our aspiration to deliver double-digit growth and enhance our brands’ visibility across multiple audiences and platforms,” Oli Sicam, SPAVI Group marketing director, said.

Initiative Philippines managing partner Melody Laogan commented, “We are thrilled to finally reel this in! The team is beyond energized with this new account and it also brings us closer to our goal of growing the agency to new heights!”

“We are grateful to the whole Century and Shakey’s team for entrusting their business to us. Both are a powerhouse of brands loved by every Filipino household. We are excited to collaborate with them to drive transformative growth for the entire CNPF and SPAVI portfolio through our Fame and Flow™ approach,” Paul Atienza, Initiative Philippines managing partner, added.

CNPF is home to household products such as Century, Argentina, 555, Ligo, and Birch Tree. Meanwhile, SPAVI’s brands include Shakey’s and Potato Corner.

Philippines – TIA’M, a South Korea-based skincare brand, has appointed AnyMind Group, a BPaaS company specialising in marketing and digital transformation, as its exclusive distributor in the Philippines.

TIA’M’s products are currently distributed globally across North and South America, Asia, Europe, Africa, and Oceania. Through this partnership, the skincare brand will leverage AnyMind Group’s full suite of e-commerce and marketing solutions to accelerate its expansion into the Philippine market.

The brand will utilise AnyX for seamless e-commerce management, AnyLogi for efficient inventory and logistics control, AnyChat for enhanced conversational commerce and customer engagement, and AnyTag for strategic influencer marketing. Additionally, TIA’M will benefit from AnyMind’s in-market consulting and operations teams, which will enhance its cross-border expansion and streamline importation processes.

Wonyoung Ryu, CEO of Fireworks Co., Ltd. (behind the TIA’M brand), said, “We are delighted to collaborate with AnyMind Group, a company with significant strengths in brand commerce and partner growth, as we venture into the highly promising beauty market in the Philippines. TIA’M continues to possess untapped potential in the domestic and overseas K-Beauty industry, with our niche in skincare products containing vitamin ingredients, and we have doubled our business every year. We sincerely appreciate AnyMind Group for recognising our strengths, and we are committed to providing our utmost support to establish TIA’M as a competitive brand in the beauty market in the Philippines.

Ted Kim, country manager of Korea at AnyMind Group, added, “Our BPaaS model enables us to create incremental and agile value for TIA’M across their business process through the data-driven optimisation of e-commerce, international distribution, marketing, and more, ultimately creating a more borderless world for enterprises and consumers. The Philippines represents an unprecedented opportunity for TIA’M to tap on a growing domestic demand for quality skincare products, and we will continue to open up new avenues for TIA’M to grow.”

Manila, Philippines – Gushcloud Philippines, the local unit of the global creator and IP management and licensing company Gushcloud, has recently revamped its senior leadership to expand its capabilities and network, in an aim to keep up with the changes in global creator economy and talent industry. 

The new leadership updates include Ryan Marquez as general manager at Gushcloud Philippines, Miguel Felizardo, head of talent at Gushcloud Philippines, Darlene Malimas, head of global IP and content at Gushcloud International, and Ross Manicad, head of corporate communications at Gushcloud International.

Two of them are focused full-time on the Philippine operations and its performance alongside other Southeast Asia offices, while the other two also have duties for Gushcloud’s global network. 

Marquez has led the 40-strong Philippine office to achieve a 243% increase in revenue from January to June 2024 compared to the same period last year. It is now one of Gushcloud’s fastest-growing Southeast Asian markets. He leads the agency team with his experience in both talent development and client servicing. For two years, he was Gushcloud’s Regional head of studios, focused on content strategy, content production, and branding for the company’s global talents.

Meanwhile, Felizardo is a talent manager for over a decade, and has worked with some of the country’s top multimedia mega stars like Anne Curtis, Heart Evangelista, and Gabbi Garcia for brand endorsements and personal branding. He learned the ropes of talent management from being a mentee of top acclaimed talent managers in the country. In his role, he develops the next generation of content creators toward greater heights in their careers. In just a year in the company, he has already signed 16 exclusive talents with promising futures in content creation and more, including Korean content creator JinHo Bae, and Filipina lifestyle creators Jillian Raine Saberon and Pattie Paraiso. He’s on track to sign nine more, for a total of 25 talents this year. 

Moreover, Malimas is a seasoned producer and creative who has worked on several films and series both domestically and internationally. Her 2023 thriller film, “Raging Grace,” starring Max Eigenmann, received top accolades in the global independent film festival SXSW. The movie highlights the vulnerabilities of undocumented Filipinos working abroad. 

Lastly, Manicad has been responsible for the global branding, storytelling, and reputation of Gushcloud. He writes and releases stories for its talents, business announcements, products, and new businesses via traditional and social media. He also secures awards for the company’s chief executive and local markets. Locally, he manages the content strategy of Gushcloud Philippines’ social media IPs such as Best of Manila and MomCenter. 

Speaking about the new appointments, Oddie Randa, managing director for Asia-Pacific at Gushcloud International, said, “I’m so proud to introduce the formidable lineup of leaders who are turning the business of Gushcloud Philippines around. Their dynamic is much stronger and focused, with emphasis on building young leaders who will redefine the future of talent management. We have seen them push our Philippines office from being a small regional office to one of our fastest-rising markets in Southeast Asia.”

Manila, Philippines – TikTok Shop and cosmetics brand L’Oréal are joining forces to advance the ‘Digital Beauty Academy,’ an initiative designed to empower aspiring beauty entrepreneurs across the Philippines. This collaboration integrates L’Oréal’s extensive beauty education with TikTok Shop’s dynamic social commerce platform, creating new opportunities for participants.

Now in its second year, the program builds on the successes of its inaugural run in Quezon City, with this year’s expansion to Makati City. 

Running from August to December, the ‘Digital Beauty Academy’ will conduct six sessions focused on content creation, social commerce strategies, and the effective use of TikTok Shop to market and sell beauty products.

The ‘Digital Beauty Academy’ provides comprehensive beauty training and social commerce education, equipping participants with essential skills in beauty, grooming, and personal care while integrating effective strategies for leveraging TikTok and TikTok Shop for business growth. 

Said initiative is designed to empower women from diverse backgrounds, enhancing their socio-economic status and creating opportunities for growth and success within the beauty industry.

Included in the curriculum is an introduction to TikTok and TikTok Shop, livestreaming essentials, and best practices in content creation. Participants will also have the opportunity to engage with TikTok creators and industry experts, gaining valuable insights and practical skills to enhance their entrepreneurial endeavours.

Yannick Raynaud, managing director at L’Oréal Philippines, said, “L’Oréal together with TikTok Shop Philippines recognises the transformative power of beauty in driving positive societal transformations. The expansion of L’Oréal Digital Beauty Academy in Makati and Quezon City, amongst the bustling cities in the Philippines, signifies a significant step towards a more inclusive future. By the end of the year, over 1800 Makati residents are set to gain access to fundamental beauty and digital commerce tools, aving the way for enhanced economic opportunities through beauty among Filipinos.”

Meanwhile, Paolo David, country head for brand growth and partnerships at TikTok, commented, “We are thrilled to partner with L’Oréal to bring the Digital Beauty Academy to life. This initiative perfectly aligns with TikTok’s mission to democratise access to digital platforms and provide opportunities for growth and empowerment. Through this program, we aim to equip participants with the skills and tools they need to thrive in the digital economy, while also supporting local communities and fostering inclusive growth.”

Manila, Philippines – With a humorous twist, Grab Philippines has teamed up with the creative agency Gigil to unveil its latest campaign, highlighting GrabCar’s improved booking reliability—making it no longer a go-to excuse for being late or cancelling plans.

Titled “Sorry, ‘Di Mo Na Kami Pwedeng Gawing Excuse,” the campaign spotlights a series of humorous online videos that poke fun at the absurd excuses people use for being late or skipping plans. From pretending to be attacked by a dog and jokingly breaking the law to dropping their phone in the toilet, these videos emphasise that GrabCar is no longer a convenient excuse for tardiness.

Grab’s campaign highlights the company’s improved driver allocation and more reliable booking experience, leaving passengers with fewer excuses to avoid commitments.

J-anne Aruta, country marketing head of Grab Philippines, said, “Through the intriguing paradox in ‘Sorry, ‘Di Mo Na Kami Pwede Gawing Excuse’, we aim to instill confidence in our passengers that GrabCar is now a more reliable transportation alternative—a safe and convenient way to get back home to their families or reach their intended destination.” 

“We’ve all found ourselves in this situation—crafting the most plausible excuses to avoid commitments or justify delays, sometimes even blaming the unavailability or challenges in securing a ride. However, Grab persistently strives to put an end to this amusing habit of playing the ‘I couldn’t book a ride’ card,” Aruta added. 

In the first half of 2024, GrabCar reported a significant boost in passenger experience, with nine out of ten riders successfully securing a driver. The company attributed this improvement to increased driver-partner activity and the introduction of new features like advance booking, multi-taxi type booking, and group rides, which enhance GrabCar’s reliability.

Manila, Philippines – Global pharmaceutical company Boehringer Ingelheim Philippines, alongside the Philippine Alliance of Patient Organizations (PAPO), Dialysis PH, and Kidney Transplant Association of the Philippines, Inc. (KITAP), marked National Kidney Month with a crucial initiative ‘It Starts with U: Get CheCKD’ through an outdoor activation that highlights the impact of lifestyle choices on kidney health.

To give the public a holistic health education experience, Boehringer prepared four Zones – ‘Check Your Choices’ game room, ‘Movement CheCKD’, ‘Health CheCKD’ and ‘Nutrition CheCKD’. 

‘Check Your Choices’ challenged the participants to revisit their lifestyle choices for a healthier life. It featured eight rooms inspired by the 8 Golden Rules of Kidney Health. Meanwhile, the ‘Movement CheCKD’ had an all-day Zumba session with low to high-intensity routines for people of all ages. For quick snacks and refreshments, visitors enjoyed their healthy treats at ‘Nutrition CheCKD’. Lastly, the ‘Health CheCKD’ zone offered free one-on-one consultations with doctors. Once determined to be at risk for CKD, patients were referred to the CKD Screening booth for the blood and urine tests.

For the company, the ‘It Starts with U: Get CheCKD’ initiative underscored the commitment to raise awareness and empower Filipinos in managing their kidney health, ensuring a healthier future for all.

The initiative was launched during an event on June 29, 2024, at Glorietta Activity Center in Makati City. It brought together experts and health leaders, including Dr. Rose Marie Rosete-Liquete, Executive Director, National Kidney and Transplant Institute and Dr. Maaliddin B. Biruar, Nephrologist. They emphasised the importance of early detection through regular screenings and lifestyle adjustments to combat CKD effectively. 

Boehringer also launched their ‘It Starts With You’ educational website, providing accessible information on CKD management and patient stories.

Amidst the many Asia-Pacific winners from Cannes Lions this year, the Philippines had a handful of winners, including for the campaign ‘This is an IKEA Store’ by IKEA alongside Ogilvy Philippines. Said campaign won a Silver Lions for the Media Category under the Single-Market Campaign section. For context, this campaign integrated IKEA’s physical products into diverse public locations, allowing consumers to check out the store’s catalogue on their mobile devices.

For our next Top Story feature, we recently spoke with Mona Nazario-Garcia, managing director for advertising, brand and content at Ogilvy Group Philippines to better understand their work with IKEA, the results the campaign had across Filipino consumers, and what can we look forward between IKEA and Ogilvy for campaigns in the future.

Making IKEA more accessible to Filipino consumers

It is worth noting that IKEA opened its largest store in the country back in 2021–encompassing 730,000 square foot of space and is located in Pasay City, Philippines. Despite all of this, the popular Swedish brand was still unable to reach to Filipino consumers, with many saying that the store is too far away from them.

With that in mind, an idea came to life: what if IKEA brought not only its store but also the experience much closer to Filipino consumers?

“‘This is an IKEA Store’ was born from a simple truth: despite having the biggest IKEA store in the world, the Philippines’ complex geography made it difficult for Filipinos to reach our store. We realised that if people couldn’t come to IKEA, we had to bring IKEA to them. This sparked the idea of turning everyday locations into interactive IKEA showrooms, by strategically placing IKEA products in public spaces with QR codes for easy purchase. We recreated the IKEA shopping experience in 927 locations, both online and offline. This not only made IKEA more accessible but also brought the brand closer to the hearts of Filipinos,” Mona said.

She also stressed the importance of accessibility not only physically but also digitally, given how many Filipinos are digitally connected, hence they added an e-commerce aspect with the campaign to highlight the brand’s accessibility to Filipinos.

“We recognised that accessibility is crucial in the Philippines, where traffic and transportation can be challenging. The rise of e-commerce also highlighted the need for a strong online presence and a way to combat unauthorised online sellers. By tapping into Filipinos’ love for experiential shopping, we created a campaign that was immersive, shareable, and personalised, ultimately driving traffic to IKEA.ph and building trust with consumers,” she added.

Understanding the campaign’s impact to Filipinos

As the campaign rolled out in various places in the country, ranging from coffee shops, beaches, camping spots, salons, to even gyms–Ogilvy Philippines noted that the “This Is An IKEA Store” significantly boosted IKEA’s presence in the Philippines by making the brand more accessible and relatable. 

“The campaign’s success is evident in the 30% increase in e-commerce transactions and 8% growth in website revenue — an all-time high for IKEA.ph. This success, along with the Silver Media Lion win at the Cannes Lions International Festival of Creativity, solidified IKEA’s position as a forward-thinking brand,” Mona said.

She further added that from a branding perspective, the campaign positioned IKEA as a creative and consumer-focused brand in the Philippines.

“The campaign’s reach, with over 46 million impressions, and high engagement rates demonstrated strong consumer interest. From a consumer perspective, the campaign tackled the accessibility issue, resulting in a 14% increase in new website visitors and a 30% increase in e-commerce transactions,” she said.

When we asked what we can expect more from IKEA and Ogilvy PH in terms of new local campaigns in the Philippines, Mona said that IKEA and Ogilvy will continue to push boundaries. 

“We owe it to the legacy of the IKEA brand to keep striving for creative and effective excellence. We’re committed to bring IKEA closer to Filipinos, through dialed-in data-driven work, and our goal is to deliver impactful campaigns that resonate with our audience and drive meaningful results,” she concluded.

Manila, Philippines – Regional omnichannel womenswear brand Love, Bonito is expanding internationally with its first permanent store in Metro Manila, the Philippines. Spanning over 2,000 sqft, the store primely located at the premium Greenbelt 3 Mall and its opening was graced by spokespersons from the Ayala Corporation. 

The announcement comes off the back of the brand’s rebranding and assortment revamp this March, and further hones in on its brand vision to be the go-to destination for Asian women globally.

True to its brand ethos of embracing the realness and rawness of life, Love, Bonito’s new retail store exudes elegance effortlessly with its open ceilings, textured white walls and warm dark woods accents. Beyond its interior design, the store is also created for a smooth and comfortable shopping experience. 

Customers can also look forward to Love, Bonito’s three key lines: the evergreen Signatures and Staples collection, and its summer-appropriate capsule collection. 

Dione Song, chief executive officer at Love, Bonito, said, “We know the malling culture is huge here in the Philippines and we’re excited to finally put down our roots. We have received overwhelming support from the Filipina community, experiencing 90% YoY growth last year solely through online orders. Based on customer data gathered across both digital and physical touchpoints, we’re finally launching our first brick-and-mortar store, with unique elements that cater to the Filipina customer.”

Meanwhile, Rachel Lim, co-founder at Love, Bonito, commented, “After five years of shipping to the Philippines, we’re thrilled to announce the opening of our very first permanent store here. Over the years, we’ve cherished every connection made through events and collaborations and are deeply inspired by the warmth and support of the community. With our upcoming physical store, our Filipina customers can now experience our collections firsthand, join workshops, styling sessions, and be part of our vibrant community events.”

Love, Bonito started out as a digitally native blogshop BonitoChico, on a Livejournal platform selling pre-loved apparels, and officially rebranded to Love, Bonito in 2010. To date, Love, Bonito has over 20 stores internationally, across Singapore, Cambodia, Hong Kong, Indonesia, Malaysia, and the Philippines. 

Most recently, the brand opened its 7th store in Singapore at Tampines 1 shopping mall, and its first rebranded pop-up in Hong Kong’s K11 Art Mall. 

Manila, Philippines – Local coffeeshop chain PICKUP COFFEE has tapped seasoned industry leader Francis Flores as its president and country CEO amidst the company’s continued growth in the country and tapping into a growing coffee market locally.

In an exclusive conversation with MARKETECH APAC, he stated that his role will focus on driving PICKUP Coffee’s brand equity by emphasising value-for-money offerings without compromising quality.

He also added that the goal is to build a brand that resonates deeply with Filipinos by offering exceptional coffee at an accessible price point.

“We aim to expand our footprint strategically across the country, leveraging data-driven insights to optimise our store locations and operational efficiencies. Embracing tech innovations, like our app for convenient ordering and loyalty rewards, will also be key in enhancing the overall customer experience” he stated.

Blending sales and marketing leadership to boost growth

Flores is no stranger to said roles, as he has around 27 years of sales and marketing leadership experience spanning FMCG, QSR, and telco industries. He was most recently the senior vice president and business unit head for mobile and consumer wireless business at SMART Communications, where he was responsible for achieving revenue, market share, brand equity, CX, and profit targets for the company.

Before SMART Communications, Flores spent 14 years with Jollibee Food Corporation (JFC) where he held multiple marketing leadership roles for some of the company’s restaurant brands including Chowking and Greenwich and other regional roles. He then spent six years as the global brand and chief marketing officer for JFC, as well as as JFC Philippines’ country marketing head.

He had also a decade of experience at Unilever where he first started his career journey. At the company, he served in manager-level roles for the Philippines until he was named the regional brand director for Unilever’s deodorant brand for males–Axe–in Asia.

“My extensive experience in sales and marketing at Unilever has given me a deep understanding of consumer behaviour and brand management, which I’m leveraging to strengthen PICKUP Coffee’s market positioning. Additionally, my leadership roles as President of Dunkin in China and Highlands Coffee in Vietnam have provided me with invaluable insights into scaling businesses in diverse and competitive markets,” he explained.

He added, “My experience leading consumer-centric campaigns at Jollibee and SMART has also given me a deep understanding of how to connect with the Filipino market on an emotional level. These experiences enable me to approach PICKUP Coffee’s growth with a strong strategic foundation, ensuring that we can expand rapidly while maintaining brand experience and operational excellence.”

Flores also remarked how the key learning that he brings to the company is an obsession with delivering an exceptional customer experience. For him, he witnessed during his time at Jollibee how putting the customer at the heart of every decision drives loyalty and growth. Meanwhile, during his time at SMART, he learned the importance of leveraging technology to create seamless and enjoyable customer interactions. 

“These experiences taught me that a relentless focus on customer satisfaction is crucial. At PICKUP Coffee, I’m implementing these principles by ensuring we’re not just offering coffee, but creating moments that delight our customers every day,” he said.

Navigating F&B industry challenges as a marketing leader

For Flores, one major challenge in the industry is the evolving consumer behaviour post-pandemic, where there’s a heightened focus on value and convenience. Moreover, he opportunity lies in tapping into the digital transformation that has accelerated in the F&B industry. 

“Brands that can effectively use digital platforms to enhance customer engagement, streamline operations, and offer personalised experiences will stand out. For PICKUP Coffee, this means enhancing our digital presence and creating more touchpoints for customer interaction,” he said.

When asked about trends in the F&B scene this year and beyond, he stated that in 2024, they will see consumers becoming more conscious and discerning about their purchasing decisions, with a greater emphasis on the value they receive. 

“There will be a growing demand for transparency, quality, and personalised experiences. At PICKUP Coffee, we’re focused on meeting these expectations by offering high-quality coffee at an accessible price point, ensuring consistency across all our outlets, and leveraging digital platforms to provide personalised, convenient experiences. By doing so, we aim to build strong, lasting relationships with our customers,” he concluded.

Manila, Philippines – Independent creative agency GIGIL has released an official statement, apologising in regards to its involvement in the controversial ‘Gil Tulog’ campaign done for the melatonin supplement brand Wellspring.

In a statement, GIGIL said that they recognise the issues caused by their recent campaign, adding that even as all the necessary permits and clearances were secured, their approach had resonated differently and so the campaign was immediately discontinued.

“Understanding the distress the project caused, we have personally reached out to members of the Puyat family to convey our regrets and express our respect for former Senate President Gil Puyat’s legacy,” the agency said.

The agency also added that it will be putting in place more stringent measures to ensure this type of incident does not happen again.

It should be noted that the Advertising Standards Council (ASC) of the Philippines and the Association of Accredited Advertising Agencies – Philippines (4AS Philippines) have released separate statements regarding the campaign, expressing their dismay on the campaign execution and promising a thorough investigation related to the overall execution of the campaign.

The controversial ‘Gil Tulog’ campaign was met with dismay and frustration by the general public, especially the family of the late Senator Gil Puyat–to which the Gil Puyat Avenue was named after and became the subject of the campaign.

Following the incident, Victor Puyat–son of the late Senator–had filed a complaint with the Ad Standards Council and asking that the agency who did the campaign–relatively undisclosed as of this writing–be either ‘suspended or banned’.

However, this was not the first time GIGIL came under fire for its creative work–known to always go the tongue-in-cheek route.

In 2021, 4AS Philippines suspended GIGIL’s membership following the release of its controversial ‘Pandemic Effect’ campaign done alongside the Belo Group. In the campaign, it featured a woman watching a barrage of news while her appearance changes: the skin under her eyes darkens, gets acne, grows facial and body hair, and gains weight. The general public has called out said ad, stating that it was ‘tone deaf’ and body-shamed women in the middle of the pandemic.