Tag: Philippines

Manila, Philippines – Havas Red Philippines, the PR arm of Havas Ortega Group, has unveiled SWAY, an influencer marketing arm focusing on influencers and their subcultures. 

SWAY by Havas Red delves deeply into the intricacies of subcultures, acknowledging their pivotal role in modern marketing strategies. 

In contrast to conventional approaches centred around metrics such as followers, reach, impressions, likes, and engagement, SWAY prioritises genuine connections within smaller, more defined niche communities that represent subcultures. It recognises the power of genuine voices, especially on social media platforms. 

By understanding the language of diverse subcultures, SWAY by HAVAS Red provides brands with a more genuine and meaningful way to engage with their audiences. It prioritises targeted, but more relevant, communication that brings real engagement and builds brand loyalty within specific communities. 

At the heart of SWAY’s approach is Havas Ortega’s planning philosophy called Mx (meaningful experience), which is built on the confluence of the three C’s—connection, context, and content—to facilitate the delivery of the right message, in the right format, to the right audience at the opportune moment when they are receptive to messages and open to persuasion. 

Essentially, SWAY redefines influencer marketing by advocating for a subculture-centric approach. In a landscape where superficial metrics prevail, SWAY by Havas Red emphasises the importance of tangible, meaningful connections as the foundation for enduring influence.

Speaking on the launch, Jos Ortega, CEO of Havas Ortega and general manager of HAVAS Red Philippines, said, “Subculture-focused influencer marketing represents a significant shift in marketing. Previously reliant on traditional paid celebrity endorsements, we now harness the power of focused collectives.” 

He added, “Influencers have become trusted leaders and catalysts for change. By curating collaborative campaigns that align with their core values and those of the subcultures they influence, we foster deeper engagement and brand loyalty, all while respecting the unique interests of these passionate communities.” 

Dayniel Garcia, head of SWAY by HAVAS Red Philippines, also shared, “We are redefining influencer marketing in the Philippines. The emergence of subcultures signalled the need to analyse and further explore the cultural context. Fortunately, we have proprietary strategic and measurement tools that inspire fresh approaches that deliver results.” 

Manila, Philippines – The Philippine Commission on Women (PCW) has launched a new campaign alongside DDB Group Philippines in order to combat online sexual exploitation of children (OSAEC) in the Philippines, as well as raising awareness and encouraging action across digital platforms.

At the centre of this campaign are multiple films designed to educate the public on the rampant exploitation of children online under the public noses, and the importance of reporting suspicious activity. These films serve as a rallying cry for individuals, companies, and organizations across all sectors to join the fight against OSAEC.

With social media serving as a pervasive influence in today’s society, the partnership between PCW and DDB Group Philippines aims to leverage platforms to create awareness of how citizens can protect children from online predators and create a safer digital environment for all.

Gil Chua, group chair and CEO at DDB Group Philippines, said, “At DDB, we believe in the power of creativity to move people and the importance of collective action in safeguarding the welfare of our children. As a longtime partner of PCW, we are committed to utilizing our expertise to amplify awareness, encourage reporting, and ultimately, protect the most vulnerable members of our society.”

Meanwhile, Atty. Khay Ann C. Magundayao-Borlado, OIC at PCW, commented, “Seven years partnership with DDB have seen strides in communications and advancement of policies into laws from safe spaces law to empowering the public to protect our children from online abuse. We are proud to partner with DDB in this crucial endeavor to harness the reach and influence of social media, we can amplify our message and mobilize communities to take action. Together, we can stop abuse.”

Manila, Philippines – In a bit to combat underarm shaming and promote confidence across Filipinas, Dove has launched a new campaign initiative called “Raise Your Arms”, which celebrates the courage of women who have raised their arms for change, impacting their communities and the broader society.

The initiative, conceptualised alongside Ogilvy Singapore, stems from the recognition of underarm shaming as a persistent issue that diminishes women’s self-esteem and confidence. 8 in 10 Filipino women won’t raise their arms because of underarm insecurity. 

To empower them and help them feel better about their underarms, Dove, a longstanding advocate for real beauty and body positivity, wants to remind them of a simple yet powerful truth: Every time women raise their arms, positive change happens.

The campaign is executed across multiple channels including visually striking outdoor posters and a strong digital presence on social media platforms. Using the hashtag #freethepits, Dove encourages women of all ages in the Philippines to join the movement and share their own moments of bravery and confidence. The campaign also invites women to be ‘kili-kili proud,’ celebrating their underarms as a symbol of their strength and resilience.

Moreover, “Raise Your Arms” differentiates itself by directly addressing a specific and longstanding cultural stigma, offering a platform for empowerment and change. By focusing on such a unique aspect of body positivity, Dove is fostering a more inclusive environment where women can feel proud of every part of themselves. 

Bianca Cancellara, global vice president for Dove Deodorant, said, “We firmly believe that every woman deserves to exude confidence and empowerment in her own skin. Our campaign transcends societal norms, empowering women to #FreeThePits and refuse to let underarm anxiety hinder their potential.”

Meanwhile, Ria Ocampo, associate creative director at Ogilvy, commented, “In the Philippines, there’s an intense pressure to have perfect underarms. People might even be ridiculed for not conforming to this unrealistic beauty standard. This was shocking to me when I explained it to people from other countries – it shows how deeply ingrained this toxic norm is in our culture. This campaign is a call to action for Filipinas! Let’s raise our arms high and reject the cultural stigma.” 

Singapore – RICE, a strategic communications firm, has just opened operations in Thailand and the Philippines, capping 15 years of expansion around Asia. This initiative broadens the firm’s reach beyond its existing operations in Singapore, Myanmar, and Hong Kong. 

The expansion highlights social impact as a primary goal, utilising RICE’s ESG communications experience and partnerships with international development organisations, non-profit organisations, and global corporations. Leading the regional expansion initiatives and overseeing operations in Thailand, Myanmar, and the Philippines is Donna Garcia as its firm’s partner and regional director.

Now that the offices in Thailand and the Philippines are up and running, RICE is committed to offering thorough insights, tailored strategies, and involvement that is grounded in meaningful results.

Speaking about the expansion, Garcia said, “Our expansion into Thailand and the Philippines aligns with our larger vision of stewardship, which focuses on how RICE and our people can positively impact our team, clients, and the wider community. We’re not only broadening our reach geographically; we’re building creative impact hubs similar to what we’ve established in Myanmar, and making services more accessible to non-profits, NGOs, and social enterprises in the region.” 

She added, “As we grow, we deepen our commitment to this philosophy by employing marginalised people who might otherwise find it challenging to land meaningful roles in our industry. In Thailand, RICE has partnered with Education for the Deaf (EDeaf) to train and hire graphic designers from their network.” 

Meanwhile, James Brasher, managing partner at RICE, said, “The Philippines and Thailand offer RICE plenty of opportunity for growth and social good. Guided by our vision, we’re always looking at how our work can make a positive contribution to our clients, colleagues, and the communities we serve.”

Singapore – Growth equity firm Venturi Partners announced it has invested a total of $25 million in DALI Discount, a rapidly expanding hard discount chain operating in the Philippines, to help support its growth and expansion. 

The firm’s investment is set to further accelerate DALI’s ambitious expansion plans to fulfil its mission to sell high-quality, affordable groceries for everyday consumption at the lowest possible price in its local neighbourhood stores. 

Leveraging its deep consumer industry expertise and extensive network, Venturi is well-positioned to support DALI in accelerating its expansion initiatives, enhancing operational efficiency, and further strengthening its market presence across the Philippines.

Venturi Partners’ decision to invest in DALI highlights the firm’s belief in the company’s hard-discounting business model, capable management team, and significant market potential to disrupt the retail sector in the Philippines.

This transaction represents Venturi’s second investment in the Philippines, following its investment in grab-and-go coffee chain Pickup Coffee last year. With this, DALI will join the firm’s portfolio of consumer-focused investments in India and Southeast Asia, including Livspace, Country Delight, and Believe. 

Meanwhile, Venturi will join Navegar, Creador, the Asian Development Bank, and other institutional investors and family offices on DALI’s cap table. 

DALI offers a core range of the 400 most needed consumer goods—food and non-food. The store chain is committed to providing customers with everyday low prices without sacrificing quality. 

Nicholas Castor, founding partner at Venturi, said, “We are thrilled to announce our partnership with DALI, a company that is democratising access to high-quality groceries in the Philippines. DALI’s commitment to maximising value for its customers aligns seamlessly with our consumer-first investment philosophy, and we see tremendous potential for the company to expand its reach and improve the lives of even more households across the Philippines.”

Manila, Philippines – Ninoy Aquino International Airport (NAIA), the primary international airport of the Philippines, continues to draw flak after continued public outcry over the lack of sanitary and operational initiatives from the airport to maintain its image.

Initial reports around early March have shown several incidents of pests roaming the airport, from rats to cockroaches. These incidents also follow a recent ranking from the BusinessFinancing.co.uk website, which noted that NAIA is Asia’ fourth worst airport, following Saudi Arabia’s King Abdulaziz International Airport, Kazakhstan’s Almaty International Airport, and Kuwait International Airport.

Following this ordeal, the Manila International Airport Authority (MIAA) has released a statement directed to its housekeeping and pest control service contractors and gave a request for them to perform according to the terms of their contracts with MIAA or suffer getting banned from joining future biddings for such services.

In said statement, MIAA’s general manager Eric Ines convened with terminal administrators, service contractors, and health experts from the Bureau of Quarantine and MIAA Medical to review the current state of sanitation services across all NAIA terminals.

It is also worth noting that following these fiascos, President Ferdinand R. Marcos Jr. had recently signed a PHP170.6b public-private partnership (PPP) modernisation agreement for the rehabilitation. The consortium is composed of San Miguel Holdings Corp., RMM Asian Logistics, Inc., RLW Aviation Development, Inc., and Incheon International Airport Corp.

Moreover, with NAIA set to be operated under the management of San Miguel Corporation, the question is: apart from the promises made by the multinational conglomerate, what does NAIA need to do to improve its brand image at a global level? And how were the social sentiments for these fiascos a lesson for them?

Social audiences are more vocal negatively than media entities

Exclusive data obtained from Isentia and Pulsar TRAC by MARKETECH APAC noted that audiences on social media have negative sentiments far more dominant than positive ones. Data obtained X (Twitter), Reddit, and Facebook at the time saw a 41.8% share in negative sentiment, and 14.1% in positive sentiment. However, it is worth noting that 43.9% of the social media sentiment remained neutral.

Comparing this data from the share of voice from media coverage about NAIA, Isentia and Pulsar TRAC noted that 40.9% of media coverage was positive, followed by neutral (31%) and negative (28.2%).

When asked why both sides had contrasting sentiments, they stated that many of the most engaged articles, such as the story of opening an OFW lounge in NAIA, focused on the announcement of positive changes to site infrastructure. 

However, when the platform shortened the time frame to accommodate only the most recent articles, the mood within the press began to reflect the dissatisfaction felt by audiences. The positive article about the OFW lounge opening remains the most engaging story within March, but almost all the other leading articles dating from March showcase some form of negative story, including the stories about pest infestations at the airport.

“These differences within both the media and audiences emphasise the importance for an institution like NAIA to not treat its audience (or media presence) as a monolith, but rather as something complex and dynamic, which necessitates different messaging to different communities,” Raushida Vasaiwala, vice president of sales for APAC at Isentia commented.

In terms of the share of voice among those in social media, Isentia and Pulsar TRAC noted these three main demographics:

  • Progressive Filipinos – locals aligned with LGBTQ+ causes and other social justice issues, talk particularly negatively about the pest problems, and even link these to corporate shady dealings.
  • Filipino News Followers – this is comprised of journalists and avid followers of official news channels, who share information about pest control, but also about land sales and a broader array of issues. 
  • Young pop music fandoms – these communities include many Filipinos, but also participants from other Asian countries, such as Indonesia and Korea. They express strong fandom in brands such as SEVENTEEN, ENHYPHEN and BlackPink. Their interest revolves around sightings of their favourite artists at the airport – and often opinions on whether the airport authorities managed the situation well or not. 

“Marketing and advertising are band-aids”

In an exclusive interview with Ana Pista, founder and CEO at Ardent Communications, she notes that while marketing and advertising strategies are powerful tools that any brand can use, they only serve as ‘band-aid’ solutions. In the case of NAIA, there should be concrete actions from the new airport management team to resolve these issues.

“Marketing and PR are band-aids, not solutions. They can’t mask persistent problems. A shiny marketing campaign can’t hide dirty restrooms or long security lines. It’ll only erode trust further when the reality doesn’t match the messaging. Also, public trust is fragile. People see through inauthentic efforts. If the core issues aren’t addressed, any positive PR will be short-lived,” she stated.

On the marketing side of things, Pista primarily recommended that NAIA must reposition its brand, adding that NAIA can focus on its strengths – cultural touchpoints, historical significance, or any ongoing improvement projects. She then added that NAIA must create campaigns that will highlight its ongoing improvements.

“[The airport must] develop targeted marketing campaigns showcasing the airport’s ongoing and future improvements. Aim this campaign for business travellers emphasising efficiency and for leisure travellers focusing on cultural aspects of the Philippines,” she said.

Meanwhile, on the public relations side of things, she stated that those in charge should stick to authentic, common-sense PR principles. First, NAIA should be transparent and acknowledge the issues publicly. Transparency builds trust and shows a willingness to address concerns.

“Consistently communicate or share the action plan. Outline a clear action plan to address hygiene and efficiency concerns. Regularly communicate progress updates through press releases and social media. [Moreover], embrace public feedback. Make it easy for the public to give feedback. This shows a commitment to improvement and allows the NAIA people to understand passenger concerns directly,” she explained.

While she is hopeful that this advice would be helpful, she cautioned that while marketing and PR are powerful tools, they can’t exist in a vacuum and that they need first a foundation of improvement.

“For NAIA, addressing hygiene, corruption, and efficiency is critical. Once that happens, effective marketing and PR can amplify the positive changes and rebuild trust with the public,” she concluded.

NAIA must implement a dual approach to improve brand image

Meanwhile, Dean Bernales, founder and CEO of Uniquecorn Strategies, told MARKETECH APAC that NAIA should implement a dual approach: meaning it should first have quick and decisive actions to address immediate concerns like the infestation problem, coupled with long-term strategies to elevate overall operations and services.

“Initiatives include a thorough cleanup and transparent, ongoing communication to rebuild trust; a rebranding effort highlighting upgrades and aligning with international standards to enhance global appeal; active engagement with stakeholders to ensure changes meet user needs; a shift towards digitalisation for real-time updates and transparency; and a focus on environmental and community responsibility to bolster NAIA’s reputation as a sustainable and community-focused entity,” he explained.

Bernales also stressed that amidst multiple negative sentiments the airport is currently experiencing, its airport management must have a comprehensive and multi-layered communication strategy which will transparently benefit all stakeholders, including regular customers and frequent flyers.

“This strategy should focus on providing regular, honest updates regarding the steps being taken to tackle the problem, the progress achieved, and any potential setbacks, as transparency is key to building and maintaining credibility and trust,” he said.

He also added that strengthening customer service channels is essential to efficiently manage complaints and concerns, ensuring that passengers’ voices are heard and their issues are resolved swiftly.

“Public apologies and accountability from the airport’s management are also vital, as they acknowledge the problem and take responsibility, while also detailing preventive measures to avoid future incidents, demonstrating a clear commitment to continuous improvement. Engaging proactively with both local and international media is important to communicate NAIA’s efforts and successes in transforming and enhancing the airport experience, as positive coverage can significantly alter public perception,” he expressed.

Bernales also points out that large entities–such as NAIA–must not only embody the principle that not only addresses the immediate concerns but also pave the way for lasting recovery and improvement. For him, the key to this approach is the expression of sincere regret and empathy towards those impacted by any fiasco, making sure an authentic apology is an initial step towards regaining trust.

“Taking full responsibility for the situation, without shifting blame, is crucial in alleviating negative perceptions and demonstrates a commitment to transparency. Where possible, offering restitution or compensation to those affected underscores a dedication to making amends, whether through direct financial compensation or through pledges to enhance services,” he said.

For NAIA to have a significant impact on its brand image improvement, Bernales notes that they should practice the 4 R’s of crisis management: Regret, Responsibility, Restitution, and Reform. With this, NAIA and other large entities can more effectively navigate crises, thereby minimising the long-term impact on their reputation and seizing the opportunity to foster positive change and strengthen relationships with all stakeholders.

For a final note, Bernales said that brands withholding crucial information or not being transparent about the steps being taken to mitigate the crisis can lead to speculation and mistrust, undermining efforts to rebuild credibility. Moreover, he notes that its vital for brands to value and incorporate feedback from all stakeholders, as neglecting their input can lead to missed opportunities for meaningful engagement and improvement.

“Brands must avoid short-sighted fixes in favour of implementing substantive, long-term reforms that address systemic issues, ensuring that similar problems do not recur. By focusing on transparent, accountable, and genuinely empathetic communication, coupled with decisive action towards resolution and improvement, brands can navigate through crises more effectively, preserving and potentially enhancing their reputation in the eyes of the public and their stakeholders,” he concluded.

Manila, Philippines – As we step into the ever-evolving landscape of marketing in 2024, it becomes increasingly evident that the industry’s trajectory is poised for significant shifts. Rapid advancements in technology, changing consumer behaviours, and global events continue to reshape the marketing landscape at an unprecedented pace. In this dynamic environment, the need for robust and forward-thinking discussions on the future of marketing has never been more critical.

With this state of the industry in mind, MARKETECH APAC has recently concluded its What’s NEXT 2024: Marketing in the Philippines conference at Crowne Plaza Manila Galleria. The 2-day conference was aimed at empowering brands and marketers with the latest insights, strategies, and tools essential for navigating forthcoming trends and industry forecasts in the marketing space.

For the first day of the conference, attendees were treated to a range of discussions centred around how businesses can improve their existing customer engagement strategies, the possibilities of GenAI in marketing, balancing human empathy and technology in CX strategies, and revolutionising e-commerce through data and AI.

The speaker lineup for the first day includes:

  • Chin Wee Ko, Manager and Principal for SEA at Adobe
  • Gaurav Srivastava, Practice Lead at Adobe
  • Corentin Balmet, Regional Sales Director (Asia) at Brandwatch
  • Alex Crouch, Strategic Enterprise Lead, Hong Kong & The Philippines at Braze
  • Michelle Eve de Guzman, Marketing Director at Cebu Pacific
  • Bea Atienza, Marketing Director, Impactful Brand Experience at Colgate-Palmolive
  • Roki Ferrer, Head of Data at Dentsu International
  • Benjamin Quiroga-Rivera, Co-founder & Managing Director for SEA at Emma – The Sleep Company
  • Rochelle Vandenberghe, Chief Marketing and Digital Business Officer at FWD Insurance
  • Raymund Villanueva, Chief Marketing Officer at GoTyme Bank
  • Gino Cruz, Media Manager for SEA (Singapore, Malaysia, Vietnam & the Philippines) at H&M
  • Donna Salgado, Director of Marketing Communications and Development at Megaworld Corporation
  • Samantha Manuel, Group Director Digital Marketing & Reputation Management at Megaworld Corporation
  • Emmanuel Cruz, E-Commerce Lead at Mondelez International Philippines
  • Tiffany Batungbacal, Assistant Vice President at PRIMER Group of Companies
  • Juan Paolo Gonzales, Vice President of Marketing and Capability at Rebisco
  • Jun Stryckers, Strategic Account Director at Salesforce
  • Jeremiah Su, Chief Video Officer at Superminted

Meanwhile, the second day of the conference had discussions focused on creating purposeful and genuine branding strategies, the importance of behavioural insights, Web3 in marketing, unlocking the power of retail media in digital advertising, as well as how data can be used to maximise the impact of influencer marketing strategies.

The speaker lineup for the second day of the conference included:

  • Katrina Gonzalez, Global Marketing Director at Coins.ph
  • Jasper Evangelista, Director of Brand & Marketing at DITO Telecommunity Corporation
  • Brittany Kaw, Senior Team Lead – Global Influencer Marketing at Emma – The Sleep Company
  • Denice Sy, Chief Sales & Marketing Officer at Ever Bilena Cosmetics Inc.
  • Danielle Marie Eleazar, Head of Marketing at foodpanda Philippines
  • Norman Agatep, President and Managing Director at Grupo Agatep
  • Rosebel Garcia, Head of Marketing & Commercial (Hertz, Thrifty, and Dollar) at Hertz Philippines
  • Sheila Paul, Chief Marketing Officer at Home Credit Philippines
  • Pocholo Garcia, Head of Digital and E-commerce at Malayan Insurance
  • Erwin Doña III, Cluster Director of Marketing Communications at Novotel: Ibis Styles
  • David Teotico, Lead, Advertising & Partnerships at panda ads
  • Ray Philip Pine, Marketing Director at PepsiCo
  • Mrinal Daryani, Account Director at Salesforce
  • Marili Amper, Head of Brand, Communications, and Marketing at Sodexo On-Site Services Philippines Inc.
  • Jeremiah Su, Chief Video Officer at Superminted
  • Albert Cuadrante, Chief Marketing Officer at UnionBank

The What’s NEXT 2024: Marketing in the Philippines conference was backed by Adobe as the platinum sponsor; Brandwatch, Braze, and panda ads as gold sponsors; Salesforce as the bronze sponsor; and DoubleVerify and Digital Ark as event partners.

The conference was attended by 219 delegates, who represented brands such as Aboitiz Equity Ventures, ACE Hardware, AirAsia Philippines, Ayala Malls, BDO Unibank, BPI, Canon Philippines, CHG Global, CIMB, Flash Express, GMA Network, Leslie Corporation, Monde Nissin, National University, Okada Manila, Philippine National Bank, Philippine Bank of Communications, PLDT, Razer Gold, Rustan, San Miguel Foods, Security Bank, SM Development, Summit Publishing, Sun Life Philippines, and Universal Robina Corporation.

Speaking on the recent conclusion of the conference, Joven Barceñas, founder and CEO of MARKETECH APAC, has expressed his gratitude to all of those who have attended the conference, stressing the importance of continuously leading discussions for the marketing industry this year and beyond.

“A big thank you to our 33 speakers who have given us thought-provoking presentations to intriguing discussions, and have delved most pressing marketing topics of today. Your generosity with your time and expertise has enriched the experience for everyone here for 2 days, and for that, we are very grateful. Thank you for trusting What’s NEXT in Marketing Conference as a platform to share your marketing wisdom and great stories. As we draw this conference to a close, we are very excited to share that this year we are bringing the What’s NEXT in Marketing in Indonesia. Stay tuned for our plans on how to get this conference in the Philippines bigger and better as you are all inspiring us to do so,” he stated

The conference is the last of the trilogy of conferences MARKETECH APAC launched as part of its What’s NEXT industry series. The first conference was held successfully in Malaysia back on December 5, 2023 at Sheraton Imperial Kuala Lumpur while the second one was held in Singapore recently on March 7, 2024 at Furama City Centre.

Following this, MARKETECH APAC is also proud to announce the next phase of the What’s NEXT series under the name “What’s NEXT 2024-2025.” With this new phase of this industry initiative, MARKETECH APAC is also announcing the following conferences:

  • What’s NEXT 2024: Marketing in Indonesia – October 2024 
  • What’s NEXT 2024: Marketing in Malaysia – December 4-5, 2024
  • What’s NEXT 2025: Marketing in Singapore – February/March 2024
  • What’s NEXT 2025: Marketing in the Philippines – March 2024

For any potential partnership or inquiries regarding the next conference series, please reach out to us at [email protected].

Manila, Philippines – GrabFood in the Philippines has recently launched its latest feature ‘GrabFood Group Order’, allowing a group of people to order on their own through a group invite feature and then paying each order on their own without the hassle of calculating their order altogether.

As part of this feature rollout, Grab has tapped creative agency GIGIL to launch a new ad, centred around the dilemma of office mates struggling to do a group order together–with colleagues only relying on one person to take the bulk order–all while making their own requests.

The ad features a quirky meme reference to Kara Mia, a 2019 TV series that featured two-faced twin sisters. For this ad, said meme reference was used to denote that many people who do group order together often have conflicting orders, and more often than not, have way too many specific requests.

MARKETECH APAC recently caught up with GIGIL and Grab Philippines, who have long worked together on both local and international campaigns since 2022.

Cutting through the noise with trust

GIGIL has long been known to always go the quirky route when it comes to doing creative work with their clients. In an exclusive statement, Herbert Hernandez, founding partner at GIGIL stated that while humour still plays a huge role in their campaign, what matters for them is trust being built with clients.

“When GIGIL works on projects, it is always our goal to make clients and their message cut through. And what we have learned is that humor can effectively deliver a message across to an audience. And cut through is only possible if there is great trust and collaboration between the client and the agency,” he told MARKETECH APAC.

In the case of this campaign work, Hernandez notes that the theme is centered around the office being a ‘battleground’ for most Filipino workers, and that they also wanted to represent different personalities with the faces to make the situation more grounded as order-taking experiences in the office.

“Order-taking can become a hassle as it requires the person tasked with doing so to, quite literally, listen to everyone’s voices and take note of their each and every request. This can lead to mismatched orders and mistaken food and drink customizations. We wanted to visualise that problem, humorously but in a way that’s easy to understand. And how better to visualise that than to have a character with multiple faces popping out from different areas of his head?,” he explained.

Hyperlocalisation is at the heart of the campaign

In an exclusive conversation as well with J-anne Aruta, the country marketing head at Grab Philippines, she highlights that for every campaign they do, their primary focus is always on the message and its potential to inspire action among our consumers.

And in the Filipino context, they believe GIGIL is consistent in being an excellent thought and idea partner in the effective delivery of their messages, from relatable, attention-grabbing storytelling to strategic channel identification.

“Having worked with GIGIL for a few years now, we’ve witnessed how they’ve developed a deep understanding of our ecosystem and of our Filipino audiences. This in-depth understanding has allowed us to effectively collaborate on hyperlocal campaigns that are founded on unique, albeit sometimes odd, insights that resonate with our diverse base of consumers,” Aruta stated.

She also added that while Grab is a regional company, they also understand that hyperlocalisation is important to address specific touch points for each local market in the region.

“One of the many factors behind its strong presence across Southeast Asia is hyperlocalisation – a strategy that has empowered us to create solutions that address the various yet specific on-ground challenges our communities face. And hyperlocalisation does not just manifest in the tailor-fitting of products and services we launch across hundreds of cities in SEA. It is also present in the way we communicate with our audiences,” she explained.

When asked about the ad’s humorous direction, Aruta said that humour is but the wrapper, adding that it’s the ‘why’ that is the actual chocolate – the message a brand actually wants to be delivered.

“However, it’s easy to get lost in the plethora of witty punchlines, leading some to go astray from the primary intent. This is why we are always grounded on what we wish to convey. The punchline, the twist, and the mind-boggling ending always come second,” she concluded.

Philippines – As MARKETECH APAC’s What’s NEXT conference returns to the Philippines, we are proud to announce that Braze has joined us as a Gold Sponsor and will be kicking off the discussion on how AI can help revolutionise customer engagement.

The company enables marketers to unleash their creativity through its customer engagement platform, which delivers relevant, cross-channel experiences. Additionally, it offers innovative AI functionalities like Sage AI, which assist in reinforcing the connection between consumers and the brands they love. 

Alex Crouch, Strategic Enterprise Lead, Hong Kong & The Philippines at Braze, will deliver a keynote presentation on the potential and significance of artificial intelligence in providing meaningful customer interactions in today’s dynamic era of engagement.

This discussion proves advantageous for brands and marketers. By leveraging cutting-edge AI innovations to fortify customer engagement strategies, they can achieve levels of personalisation and satisfaction surpassing those of traditional chatbots. Additionally, this streamlines tasks, enabling teams to concentrate on strategic and creative endeavours.

Teddy Cambosa, regional editor at MARKETECH APAC, said, “As we step into 2024, businesses must recognise that the currency of success flows not just through transactions, but through the bonds forged in meaningful engagement. In the symphony of commerce, customer engagement is the soulful melody that resonates beyond transactions, orchestrating loyalty and advocacy. As the curtain rises on this new chapter, businesses must tune their instruments to the rhythm of authentic connection, conducting conversations that echo empathy, innovation, and understanding. We look forward to what Braze will bring to the table in terms of imparting actionable customer engagement insights for Philippine marketers.”

MARKETECH APAC’s “What’s NEXT 2024: Marketing in the Philippines” conference is the third instalment of the What’s NEXT 2023-2024 Series conferences. It will feature a diverse lineup of industry leaders across multiple local and global brands including Adobe, Brandwatch, Cebu Pacific Air, Colgate-Palmolive, DITO, Emma – The Sleep Company, foodpanda Philippines, GoTyme Bank, Home Credit Philippines, UnionBank, and more.

Head over to the official event site to see the full agenda and roster of speakers of What’s NEXT 2024: Marketing in the Philippines.

Despite streaming services becoming increasingly popular across Southeast Asia, including the Philippines, it is worth noting that television–both linear and connected–is still prevalent across the region’s households. However, we have seen in recent weeks how many media outlets are struggling to keep up with their operations due to a lack of advertising support. From ABS-CBN shifting its focus to digital media to the shutdown of CNN Philippines, there is a clear trend of more media entities switching to digital media options.

The question is: is there still hope for TV advertising in the Philippines? If so, what trends should we look forward to, and how should brands and media entities work together to stay afloat amidst an uncertain media landscape?

For MARKETECH APAC’s latest What’s NEXT interview, we spoke with Kathryn Domingo, media solutions director at GroupM Nexus, to learn more about the future of TV advertising in this diverse Southeast Asian nation.

Continued growth amidst economic instability

Domingo notes that TV advertising expenditure in the Philippines will continue to grow steadily for the next five years, with the latest forecast from GroupM noting that TV spending is anticipated to achieve a Compound Annual Growth Rate (CAGR) of 6.4% over the upcoming five years.

“This suggests a sustained interest in reaching wide-ranging audiences via television, albeit with a potentially moderate growth pace,” she said.

She also noted that connected TV (CTV) is also poised for even more substantial expansion, with GroupM forecasting a CAGR of 10.6% for CTV ad expenditure in the Philippines over the next five years.

“This mirrors the escalating popularity of streaming platforms and the increasing willingness of viewers to engage with targeted advertisements on these platforms,” she added.

However, she also recognises the continued challenges for TV advertising, adding, “Economic factors such as inflation and cautious consumer spending could exert pressure on advertising budgets. Additionally, digital platforms like streaming services and online advertising continue to present ongoing competition.”

Why TV advertising continues to thrive in the Philippines

For Domingo, TV advertising continues to thrive in the Philippines due to the medium still a media staple in the country, adding that Filipinos have long relied on TV for news, entertainment, and information, fostering a sense of familiarity and credibility.

“This trust translates to effective brand building, as powerful storytelling and captivating visuals on TV resonate deeply with audiences, raising mass awareness and forging stronger connections,” she said.

Outside of these cultural norms, she also said that TV still offers unmatched reach and diverse audience targeting, which makes it an invaluable tool for brands seeking to connect with varied demographics across the country. 

“Unlike many digital platforms, TV broadcasts cover extensive geographical areas, facilitating broad targeting that is challenging to achieve solely through digital channels. Moreover, TV advertising is continuously evolving to adapt to modern preferences. Advancements like addressable TV and programmatic buying enable precise audience targeting, delivering ads to specific demographics or viewing habits. This ensures maximum return on investment for advertisers looking for efficient campaigns,” she explained.

What’s next for Philippine TV advertising

Domingo is confident that TV advertising in the country is poised for a significant leap forward, driven by the rise of advanced TV solutions. 

“Advanced TV offers a single point of access to the entire addressable TV ecosystem. Enabling advertisers to deliver messaging to custom audiences across TV formats, combining the data-driven precision of digital with the scale and brand safety of television,” she stated.

She also explained that this solution is location-first by design, independent of device identifiers or third-party cookies, which is becoming more critical for advertisers as we move into an era where the reliance on cookies will come to an end.

“We model audiences based on the world’s largest source of data for TV planning, and activate on geo-location. This new avenue of TV advertising allows advertisers to move beyond large-scale traditional TV ad buys to custom targeting Filipino audiences, focusing more on brand relevance and impact,” she added.

Advice for advertisers to maximise TV advertising reach

With TV advertising in the Philippines undergoing a major transformation, Domingo notes that brands need to reimagine their advertising strategies. She added that while linear TV boasts undeniable reach, audience behaviour has shifted, demanding greater focus and efficiency.

She offered these three key pointers for consideration:

  • Supplement an existing linear TV strategy with addressable TV: Leverage the massive reach of linear TV while strategically integrating addressable TV’s power. This winning combination enables brands to tap into broader audiences through linear broadcasts while using addressable TV’s refined targeting to reach specific demographics or interests, particularly younger audiences who might be harder to find. This approach maximises reach and ensures the brand’s message resonates with the right viewers.
  • Unlocking the Precision of Location-Based Targeting: Ditch the shotgun approach and embrace pinpoint accuracy. Location-based targeting minimises ad waste and optimises brand’s media investment. This strategy shines for brands with physical locations, delivering the brands’ message directly to potential customers within their geographical vicinity, ensuring efficient and impactful ad spend.
  • Crafting Bespoke Targeting for a Seamless Omnichannel Experience: Move beyond the limitations of mass reach in TV’s vast environment. Leverage audience insights to identify the ideal viewers, not just a crowd. Deliver tailored messages across channels for a seamless omnichannel experience. Understand their interests, behaviours, and affinities to make brands’ message resonate across platforms, building brand identity and deeper engagement.

“By optimising TV advertising strategy, it will ensure the ad reaches the right people at the right time and in the right place. By embracing these strategies, brands can navigate the evolving Philippine TV landscape and maximize their reach and impact,” she added.

She also shared advice on brands on how to create effective TV adverts, noting that it must resonate across various demographic variations, cultural norms, media preferences, and the distinct local media landscapes of each region.

“This comprehensive analysis serves as the bedrock for tailoring messages to specific audiences, seamlessly integrating culturally relevant language, references, settings, and storylines.  By doing so, the content not only connects more deeply with local communities but also demonstrates a respect for cultural sensitivities, steering clear of stereotypes, offensive humour, or any material conflicting with local beliefs or values,” she explained.

Domingo concluded, “To further refine the campaign strategy, tapping into data from regional broadcasters, cable operators, and local social media platforms provides invaluable insights into regional viewing trends, ensuring the content’s alignment with the evolving preferences of the target audience.”