Tag: Philippines

Philippines – Pop culture lifestyle brand Funko is set to open its first licensed store in Southeast Asia in June 2025. The store, to be established in the Philippines, is under the local retailer Funtastik Enterprises Corp.

The expansion in the region is part of Funko’s growth strategy, bringing the brand closer to fans internationally. With Filipinos ranking among the top most engaged Funko fans, the strategic move is expected to boost local engagement while attracting new fans.

Funtastik’s partnership with Funko reflects its expertise in the market, including its focus on customer service.

The Funko store will be located in SM Mall of Asia. The shop will be offering exclusive product launches and interactive areas. Various collectibles, including the Funko Pop, Bitty Pop, and Loungefly lines will be available in the store.

“As a global brand, Funko is committed to expanding our presence in the most engaged and fastest-growing fan communities. The Philippines is one of our strongest-performing markets in Asia, and this licensed store represents our investment in its passionate fanbase. We’ve seen remarkable success with similar stores in the Middle East, and we’re excited to bring that momentum here,” Cynthia Williams, CEO of Funko, Inc., said.

“By deepening our retail footprint and enhancing direct-to-consumer experiences, we hope to inspire connection, self-expression, and fun for our fans—wherever they are in the world,” Williams added.

Funko, based in America, manufactures various figures, plush, and apparel among others. It has one of the largest selection of pop culture licenses worldwide.

In 2025, customer engagement and digital advertising are undergoing a powerful evolution, driven by real-time personalisation and AI-fueled innovation. Today’s consumers expect more than just clever targeting—they crave meaningful, interactive experiences that resonate across every digital channel. 

Moreover, brands are leveraging advanced data analytics, machine learning, and dynamic content delivery to meet audiences where they are, with messaging that feels intuitive, timely, and human. From immersive ad formats to predictive engagement strategies, the future of digital marketing lies in creating conversations—not just impressions.

Continuing in its quest to lead the conversation on the future of marketing for the Philippine market, MARKETECH APAC recently concluded its What’s NEXT in Marketing: Philippines 2025 conference, held on March 26-27, 2025 at the Shangri-La The Fort, Manila.

Said conference, built on the success of its debut local event in 2023, followed by a second one in 2024, offers both local and international brands and marketers crucial insights, strategies, and tools needed to stay ahead in an ever-changing industry. In addition, this dynamic two-day event showcased top industry leaders as they came together to exchange experiences, share expertise, and offer a glimpse into the future of marketing.

Day One: Customer-centric marketing at focus

The first day of the conference focused on discussions of putting the customer at the centre of the marketing blueprint for brands–whether it is about valuing customer voice for value-driven strategies, redefining customer-centricity to allow users to shape their experience with brands, and what lies ahead for customer experience through commerce.

Leading the conversations during the morning part of the first day included:

  • Jiggs Espadilla, Head of Marketing at Aboitiz Foods
  • Kate Bañes-Lopez, Marketing Head at Babymama Inc.
  • Sheila Paul, Chief Marketing Officer at Home Credit Philippines
  • Anthony Louis Guanzon, Chief Marketing Officer at Malayan Insurance
  • Samantha Manuel, Group Director, Digital Marketing & Reputation Management at Megaworld Hotels & Resorts
  • Sirish Pallevada, Country Manager, Philippines at MoEngage
  • Angel Gaffud, Former Marketing Director at Wendy’s Philippines

Meanwhile, leading the conversations during the afternoon included:

  • Bea Atienza at Marketing Director, IBE at Colgate-Palmolive
  • Roki Ferrer, Head of Data at dentsu International
  • Greg Anonas, Marketing Director at Emperador Distillers, Inc.
  • Diet Lagura, Senior Director, Head of Go-To-Market at FWD Insurance
  • Geli Angeles, Marketing Director at GoTyme Bank
  • Phil Tiongson, Head and General Manager for Data and Strategy at Havas Ortega
  • Frenissa Lagman, Marketing Director & Head of Social Commerce at Kimberly-Clark
  • Chad Sotelo, Chief Marketing Officer at Robinsons Land Corporation
  • Jason Yong, CEO & Founder at Unicom Marketing
  • Joey Flores, Associate Director of Marketing at ZALORA Group

Morever, the conference also included roundtable discussions, which allowed attendees to connect with industry peers, share valuable insights, and explore key marketing topics shaping the future of the industry including content marketing, customer engagement, customer experience, customer insights, data & analytics, digital advertising, digital transformation, generative ai, influencer marketing, omnichannel advertising, omnichannel marketing, and performance marketing.

The moderators for the roundtable discussions for the first day included:

  • Diet Lagura, Senior Director, Head of Go-To-Market at FWD Insurance
  • Fara Rodriguez, Client and Campaign Strategy Head at GCash
  • Pauline Kaye Batan, Business Development Manager at GCash
  • Fatima Baduria, Regional Journalist at MARKETECH APAC
  • Jean Cabico, Regional Producer at MARKETECH APAC
  • Joven Barceñas, Founder and CEO at MARKETECH APAC
  • Kathleen Murata, Regional Producer at MARKETECH APAC
  • Samantha Manuel, Group Director, Digital Marketing & Reputation Management at Megaworld Hotels & Resorts
  • Bayu E. Putra, COO and Co-Founder at Mimin
  • Sirish Pallevada, Country Manager, Philippines at MoEngage
  • Adolfo Aran Jr., Senior Director for Corporate Marketing & Communications at National University
  • Diogo Andrade, VP, Sales at Teads
  • Romy Fresto, Country Lead PH at Telesign
  • January Kay Collamat, Head of Digital Marketing at Timezone Philippines
  • Jason Yong, CEO & Founder at Unicom Marketing

Day Two: The power of digital to boost marketing, advertising strategies

Meanwhile, the second day of the conference focused on leveraging digital marketing and advertising strategies, including influencer marketing, martech stack integration, ROI-driven digital media, and how brand storytelling can transform engagement into loyalty.

The industry leaders involved in the morning session for the second day included:

  • Francis John Chua, Senior Assistant Vice President, Marketing at 2GO Group, Inc.
  • Gino Riola, Chief Marketing and Communications Officer at Allianz PNB Life
  • Ces Oreña-Drilon, Broadcast Journalist at Cignal’s One News
  • Jasper Evangelista, Director of Brand & Marketing at DITO Telecommunity Corporation
  • J-Anne Aruta, Country Marketing Head at Grab
  • Albet Buddahim, Vice President and Head of Marketing at Mega Prime Foods Inc.
  • Larry Evans Tan, CEO and Founder at TFI Group of Companies (CoCo Tea)

Meanwhile, speakers for the afternoon included:

  • Mahek Shah, Global Head of Media at AirAsia MOVE
  • Roki Ferrer, Head of Data at dentsu International
  • Jogent Emmanuel Tan, Marketing Director at Domino’s Pizza Philippines
  • Brittany Kaw, Global Offline Media and Influencer Marketing Senior Team Lead at Emma – The Sleep Company
  • Oscar Pobre, CRM and Data Solutions Head at GCash for Business: Partner Solutions
  • January Kay Collamat, Head of Digital Marketing at Timezone Philippines
  • Agnes Moulic, Vice President, Products & Operations Marketing Head at Union Bank of the Philippines

The conference also hosted a series of roundtable discussions, continuing discussions on key marketing topics shaping the industry’s future, as well as continued networking with fellow industry peers. Moderating the sessions are:

  • Ace Adrian Amosco, Head of Marketing Creatives at Alfamart Trading Philippines, Inc.
  • Maria Pamela Valenzuela, VP Marketing at Concepcion Carrier Air Conditioning Company
  • Jogent Emmanuel Tan, Marketing Director at Domino’s Pizza Philippines
  • Fara Rodriguez, Client and Campaign Strategy Head at GCash
  • Pauline Kaye Batan, Business Development Manager at GCash
  • Rosebel Garcia, Head of Marketing and Commercial at Hertz Philippines
  • Ria Corral, Marketing Director at Jobyoda
  • Fatima Baduria, Regional Journalist at MARKETECH APAC
  • Jemo Espartinez, Regional Producer at MARKETECH APAC
  • Katherine Denise Sy, Regional Head of Content at MARKETECH APAC
  • Kathleen Murata, Regional Producer at MARKETECH APAC
  • Bayu E. Putra, COO and Co-Founder at Mimin
  • Diogo Andrade, VP, Sales at Teads
  • Jaslene Tung, Regional Managing Director at Unicom Marketing

The What’s NEXT in Marketing: Philippines 2025 conference was made possible by sponsors GCash for Business Partner Solutions, MoEngage, GrabAds, Telesign, Teads, and Unicom Marketing; as well as event partner Globe Business.

The conference was attended by 162 delegates representing brands such as Abenson Ventures, Inc., Bank of the Philippine Islands, Bo’s Coffee, Boozy.ph, Chubb Asia Pacific, Enchanted Kingdom, Epson Philippines, Eton Properties, Filinvest Alabang, Fonterra Brands, JTI, Okada Manila, Philippine Bank of Communications (PBCOM), Philippine National Bank, Quorum International Inc. (Toby’s Sports Group), Santé International, Southstar Drug, S&R, The Coffee Bean and Tea Leaf Philippines, and Visa, amongst others.

The conference is part of a five-part conference series–with the Singapore one concluding on February 20 this year. The subsequent conferences are listed as follows:

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].

Philippines – The Department of Social Welfare and Development (DSWD) is set to launch information caravans for its campaign against fake news.

DSWD’s nationwide campaign amplifies its efforts to combat misinformation and disinformation on the agency’s programs and services. It aims to protect the public from people who are exploiting the poor, vulnerable, and marginalised sectors in the country for their own advantage.

The information caravans will educate the public on how and where they can access accurate information about DSWD’s programs and services. It highlights the importance of credible information and empowering the public to be resilient from fraudulent schemes and misinformation.

The campaign is incorporated into the agency’s activities, including its conduct of family development sessions for the beneficiaries of the ‘Pantawid Pamilyang Pilipino Program.’

“It is extremely critical for our fellow citizens that for them to receive the right assistance, they must have access to the correct information about the programs and services of the DSWD,” Carissa Lara Duran, director of the Public Relations Service, said during an interview at a Teleradyo program.

“We understand that not all of our clients have access to the internet. Not everyone has a smartphone or data, so what we do is, together with our field offices, we go to geographically isolated and disadvantaged areas to orient them about the programs and services of the DSWD,” Duran added.

The DSWD is the department of the Philippine government responsible for advancing the social welfare rights and social development of Filipinos.

Philippines – Automotive manufacturer VinFast is set to open over 60 new showrooms across the Philippines as part of its global expansion. To establish the showrooms, the company has forged partnerships with six local distributors.

In its effort to bring smart and sustainable mobility solutions to consumers in Southeast Asia (SEA), VinFast has partnered with Autoflare, Xentro Motors, Kar Asia, Semicon Motors, EV Tech, and Toncars.

The collaborations enable VinFast to expand its footprint in Metro Manila and other major cities, setting a base for its growth in the Philippine market.

Through the partnership, Autoflare is set to launch 20 VinFast showrooms in 2025, while Xentro Motors will build 32 showrooms across malls. EV Tech will establish two showrooms, while Kar Asia, Semicon Motors, and Toncars will open one location each.

Complying with VinFast’s global standards, the showrooms will incorporate modern designs in their areas for product displays, customer experiences, sales consultations, and after-sales service.

Each showroom will also have an electric vehicle (EV) charging infrastructure, offering convenience for its customers.

The expansion is part of VinFast’s broader ‘For a Green Future’ strategy in key SEA markets, which includes building a comprehensive EV ecosystem.

To contribute to improving the charging infrastructure in the Philippines, VinFast is also investing in service centre development and forging a partnership with V-GREEN.

Duong Thi Thu Trang, deputy CEO of global sales at VinFast, said, “Partnering with top distributors in the Philippines is a strategic step in VinFast’s journey to make electric vehicles more accessible throughout the region. With the support of these experienced local partners, we are confident in quickly building a strong distribution network that delivers comprehensive and distinctive experiences to customers.”

Philippines – Filipinos trust Google and YouTube over leading social media platforms for their purchases, according to Ipsos’ study.

Ipsos’ findings reflect the reliability of Google and YouTube, helping consumers make informed decisions through content.

According to the study, Google and YouTube are both present in 75% of consumer journeys where Filipinos discover new brands and products.

Google Search and YouTube allow brands and businesses to achieve growth, turning discovery into actual purchases. Leading businesses in the Philippines have leveraged the platforms to identify high-intent search queries and tailor advertisements according to customer behaviour and preferences.

YouTube also allows brands to create video campaigns that resonate with audiences.

Ipsos, a leading market research company, launched its online platform Ipsos.Digital in the Asia-Pacific region in 2022 to boost its capabilities and insights.

Recent reports in the Philippines have also found that Filipinos find free shipping an important consideration when online shopping. Meanwhile, Filipinos are increasingly shifting to online communities from traditional ones.

Philippines – Podcast network The Pod Network is collaborating with audio production company Hit Productions to advance podcast growth in the Philippines.

Through the partnership, Hit Productions will provide The Pod Network with training and mentorship to elevate the quality of podcasts in the Philippines. The audio production company’s roster of seasoned professionals will share their skills in post-audio production, including sound design, mixing, and mastering.

The collaboration enables Hit Productions to extend its reach in the industry, which corresponds to its legacy as an industry leader behind iconic audio production.

With its expertise, Hit Productions is enhancing The Pod Network’s ability to create impactful podcast experiences. It enables brands and businesses to leverage a better platform to engage their audiences.

The podcast network has produced over 40 podcast shows since its launch in 2023. The network has garnered a significant number of followers and monthly listeners in all of its shows.

In a study with the socio-cultural research film The Fourth Wall, The Pod Network has found that podcast listenership in the Philippines has reached over 17m in 2024. This solidifies podcasting’s position as an emerging platform for entertainment and brand engagement in the country, surpassing other streaming sites.

“This partnership signals a pivotal moment for Philippine podcasting. With Hit Productions onboard, The Pod Network is primed to reshape not just the quality of content, but the scale of our impact. We’re helping build as well as shape the future of podcasts locally, one story, one voice at a time, and this move puts the entire industry on notice,” Alan Fontanilla, The Pod Network CEO, said.

“We’ve always believed in the power of sound to connect, move, and inspire —and podcasting is a space where that continues to evolve in exciting ways. Our investment in The Pod Network is a natural extension of Hit’s long-standing commitment to audio. This is about being part of where audio is headed and supporting the growth of meaningful, creator-driven content,” Vic Icasas, Hit Productions CEO, said.

Philippines – The Department of Trade and Industry (DTI) and TikTok Shop have teamed up to launch the ‘Unlad Lokal’ program. The newly launched program empowers Filipino micro, small, and medium enterprises (MSMEs) as they venture into e-commerce.

DTI and TikTok Shop’s partnership aims to equip MSMEs with the tools and skills they need to thrive and succeed in e-commerce through the program.

The ‘Unlad Lokal’ program offers training in content creation, live-selling, and other e-commerce strategies. It aims to provide MSMEs critical skills to scale the digital economy, enhancing their digital marketing capabilities.

Through a two-day training session, the program will cover product listing optimisation, live-selling techniques, and regulatory compliance among others.

It also offers a training session on TikTok Shop, reinforcing its ‘Buy Local, Shop Local’  campaign to promote Filipino products and craftsmanship. It provides MSMEs with a platform to increase the visibility of their products, allowing them to connect with more audiences through engaging content.

The program is set to roll out in Metro Manila, Pampanga, Cebu, and Davao.

DTI Secretary Cristina Roque, said, “Our partnership with TikTok Shop strengthens our commitment to providing Filipino MSMEs with the tools and resources they need to thrive in a dynamic global market. By strengthening their capabilities, we are opening more opportunities for business growth and market expansion.”

“Unlad Lokal builds on the foundation of our DTI initiative which bridges traditional enterprises with digital innovation. By providing MSMEs with hands-on training in e-commerce, content creation, and live selling, we are ensuring that our local businesses can adapt and lead the digital marketplace,” Roque added.

The partnership reinforces TikTok Shop’s commitment to driving digital transformation, sustainability, and wider reach for Filipino MSMEs. Through its accessible and inclusive digital tools, the platform enables entrepreneurs to scale the digital marketplace.

As it partners with DTI, TikTok Shop is contributing to job creation in the Philippines, stimulating its economy.

“At TikTok Shop, we believe in the power of community-driven commerce. TikTok Shop has also evolved into a dynamic digital marketplace, one that allows MSMEs to reach customers in innovative ways. Unlad Lokal is designed to equip Filipino entrepreneurs with the knowledge, tools, and digital skills needed to thrive in e-commerce,” Franco Aligaen, marketing lead at TikTok Shop Philippines, commented.

“We’ve seen many small businesses grow on TikTok Shop, reaching thousands, sometimes millions, of customers. Through Unlad Lokal, we want to help even more MSMEs achieve that same success. Beyond the training sessions, we are offering post-program mentorship, continued support in content creation, and access to advertising opportunities that will help local businesses continue to scale and succeed long after the workshops,” Aligaen added.

Roque said, “Our collaboration with TikTok Shop reinforces the DTI’s commitment to empowering Filipino entrepreneurs. By providing them with the right digital skills and market access, we are realizing President Ferdinand R. Marcos Jr.’s vision of building a more inclusive, resilient, and technology-driven economy where no entrepreneur is left behind.”

Manila, Philippines – GoTyme Bank has entered a three-year partnership with the Philippine Football Federation (PFF), becoming the official bank partner of the country’s football governing body. The agreement is aimed at supporting the development of football across various levels in the Philippines, from grassroots initiatives to elite competitions.

Under the partnership, GoTyme Bank and the PFF plan to launch several joint initiatives. One of the key highlights is the GoTyme Bank Cup 2025, a regional tournament that will feature men’s and women’s national teams from the Philippines, South Africa, Vietnam, and Singapore. The event is positioned to promote high-level competition and enhance the visibility of Philippine football on the regional stage.

The agreement also includes support for national teams, with players and coaches serving as brand ambassadors for GoTyme Bank. The bank’s financial products will be integrated into the teams’ operations, including services for international travel and overseas allowances.

Efforts to engage fans are also part of the collaboration, with planned activities such as merchandise campaigns, ticket promotions, player meet-and-greet events, and community watch parties during major matches.

At the grassroots level, GoTyme Bank will work with the PFF on youth programs that combine football training with financial literacy education. These initiatives aim to promote holistic development for young athletes while encouraging financial inclusion.

The bank will maintain a visible presence through branding on team jerseys, stadium signage, and interactive fan zones. On-site services will allow fans to open accounts and use GoTyme Bank offerings during events.

According to both parties, the partnership reflects shared goals of promoting sports development and providing greater access to services for Filipino communities.

Nate Clarke, CEO at GoTyme Bank, said, “There is an undeniable love for football in the country, and it’s only continuing to grow. Our partnership with the PFF allows us to be there for athletes and fans alike. We want to be part of the story of bringing Philippine football onto the global stage.”We understand that success isn’t a straight path—it’s full of hurdles. That’s something we see in sports every day. 

Meanwhile, Freddy Gonzalez, director of senior National Football Teams, commented, “This is the first time we are partnering with a bank, and we couldn’t have found a better ally than GoTyme Bank. We both share the goal of bringing Philippine football further, not only by supporting our national teams but also by developing training camps for young kids. This is a shared vision that shows GoTyme Bank is the right partner to help us build the future of Filipino football.”

Philippines – Food and beverage company PepsiCo has promoted Ray Philip Pine, chief marketing officer for Philippine beverages, to global marketing director of its hydration portfolio.

Pine led the company’s marketing team in the Philippines for over two years prior to the appointment. In his role, he led the growth strategy of PepsiCo’s brands, including Mountain Dew, Pepsi, Gatorade, and Sting.

Before joining PepsiCo, Pine worked with consumer goods corporation Procter & Gamble for six years, serving as its regional brand director in Asia-Pacific for its fabric care brands for three years. Prior to that, he served as the company’s country category leader and senior brand manager.

Pine also held the consumer marketing manager role for Nestlé Philippines’ affordable dairy Bear Brand.

PepsiCo recently unveiled its new brand platform, highlighting the authentic reactions of its consumers in its ‘Taste Face’ visual cue.

Philippines – Ellerton & Co. Public Relations agency has opened its regional office in the Philippines. The move aims to advance the agency’s aim to deliver impactful communication strategies in a fast-growing market.

As part of the expansion, the agency has also announced key senior hires in the country. Ellerton & Co. has appointed Gab Abeleda as regional director and Ariana Ubina as regional senior account manager.

Abeleda and Ubina are set to support the agency’s global clients with their efforts to expand in the Philippines. Ellerton & Co. assists its clients grow their presence not only in Metro Manila but in Cebu, Davao, and Cagayan de Oro.

Abeleda has over ten years of experience in strategic communications. Before the appointment, he served as vice president at FleishmanHillard Philippines. During his stint, he worked with brands such as Canva, Abbott, Unilever, and Lazada.

Meanwhile, Ubina brings eight years of experience in public relations within the industries of banking, insurance, and cybersecurity. She has worked with tech companies like LinkedIn, SES, Palo Alto Networks, BPI, and Unilever. 

Besides helping global companies expand in the Philippines, it also positions itself as a partner for Filipino companies seeking to expand in other Southeast Asian markets.

Ellerton & Co. operates in the greater Southeast Asia market. Headquartered in Singapore, it also holds offices in Vietnam and Indonesia. The agency also has consultants in Thailand, India, and Hong Kong while collaborating with partners in China, the U.S., ANZ, and Europe.

Abeleda commented, “It’s an exciting time to join Ellerton & Co., and I’m thrilled to work alongside such a diverse and talented regional team. I look forward to leveraging our deep market insights to help brands in the Philippines and across Greater Southeast Asia achieve their business objectives through impactful communication strategies and build lasting connections with their audiences.”

“We are glad to welcome Gab and Ariana as we expand our presence in the Philippines, a dynamic market that is central to Southeast Asia’s economic growth. With their leadership, we are well-positioned to deliver impactful storytelling and strategic counsel not only in Metro Manila but also in emerging innovation hubs such as Cebu, Davao City, and Cagayan de Oro,” Oliver Ellerton, director at Ellerton & Co., said.

“Their deep expertise in strategic communications and track record of success in multi-channel engagement make them invaluable assets to our growing regional team,” Ellerton added.

Prayaank Gupta, executive director at Ellerton & Co., said, “Despite the challenges faced by the PR industry the past year, we’ve achieved a number of client wins and expanded our partnerships with existing clients, who continue to trust us with larger remits in terms of markets and services. By attracting top talent, we are well-positioned to deliver even more impactful results for our client partners.”

She added, “The Philippines presents an exciting market with tremendous potential, and we are delighted to attract and bring in some of the best local talent. Our goal is to double our local revenue and grow our regional team to 10 consultants by 2026.”