Tag: Philippines

Manila, Philippines – Following the recent launch of their agency, Filipino indie agency Leron Leron Sinta has debuted its first agency film–and in true hilarious fashion features a tirade of various ad industry cliches most are familiar with now.

The film features local content creator Armando Loko as he wanders through the streets holding cardboard signs that pose clever questions about advertising tropes. In the film, he approaches people in wet markets, jeepneys, and parks to ask them these thought-provoking questions but none of the people seem to have a clear-cut answer. 

In the film, Armando spewed questions to the public like, ‘Why do commercials show menstruation blood in blue color?’, ‘Why isn’t there an ad for rice?’, and ‘Why are little people not shown in ads?’.

The film, and its other versions, garnered millions of organic views on TikTok without any paid media spend.

According to Dionie Tañada, co-founder and creative partner at Leron Leron Sinta, the partnership between Leron Leron Sinta and Armando Loko is a testament to the agency’s capability and commitment of championing the masses and Pinoy grassroots creativity.

In a previous exclusive interview with MARKETECH APAC, the agency noted that their roots of being catered to the masses is what makes them unique in contrast to other agencies.

“We’re the only agency that’s 100% founded by people with an attitude and perspective that came from the grassroots, streets, and rural settings. We’re masa, and we’re proud of it,” they explained, further adding, “Leron Leron Sinta specializes in work that is ‘pang-masa’ (for the masses) and is anchored on creative ideas that help businesses sell and grow,” they stated.

Singapore – Cross-border payments network TerraPay has announced its global partnership with online payments account Maya to empower seamless money transfer services for Filipinos across the globe.

In this partnership, the Maya app will leverage TerraPay’s extensive global network and secure adaptable payments technology to provide its users with a seamless money transfer experience from Korea, the USA, Singapore, and the Middle East.

Maya will now also have the ability to expand its thriving network of customers, promoting global financial interoperability and inclusivity while opening new channels for customers to access convenient and safe payment solutions across borders.

The partnership comes as both companies aim to enhance the customer experience while ensuring the utmost safety and security of transactions, offering faster transfer times, competitive exchange rates, and affordable borderless payment options.

With this newly forged collaboration, Filipinos outside of the Philippines can have more accessible, convenient, and secure international remittances.

Commenting on the collaboration, Ani Sane, co-founder and chief business officer at TerraPay, said, “This partnership aligns perfectly with TerraPay’s mission of driving financial inclusion and revolutionising global borderless payments. By teaming up with Maya, we can serve customers in the Philippines with innovative solutions, empowering them with fast and affordable cross-border payment options. We remain committed to making digital transactions more secure and faster for remitters and customers in the Philippines.”

Khurram Malik, chief operating officer at Maya, also said, “We are pleased to work with TerraPay to make international remittances more accessible and convenient for our customers. Cross-border payments are integral to the increasingly global Filipinos with family or virtual work opportunities overseas. By leveraging the seamlessness of the Maya app, we are making it easier for them to receive money, save, and spend smartly.”

Manila, Philippines – Following their commitment to breaking the cancer stigma in the country, the Publicis Groupe has recently teamed up with Ayala Healthcare Holdings and the People Management Association of the Philippines (PMAP) to establish a global cancer-oriented initiative. 

Called “Working with Cancer” (WWC), this project will work towards reducing the cancer stigma in the workplace through a pledge of commitment agreed upon by major corporations. This will also follow a written agreement with the concerned groups, affirming a more supportive and recovery-forward culture at work for people with cancer.

The WWC initiative is supported by some leading cancer charities and organisations such as Memorial Sloan Kettering Cancer Center (MSK), MacMillan Cancer Support, and the Gustave Roussy Institute.  It is headed by Arthur Sadoun, the Global Chairman and CEO of Publicis Groupe and their global clients. 

Speaking about this significant milestone, Joanne Abrihan-Ty, chief finance officer at Publicis Groupe Philippines, said, “We’re incredibly grateful to formalise our alliance with AC Health and PMAP as we move to rally the most influential companies to build the most open, supportive, and recovery-forward work cultures for employees. In a world where one in every two people will be diagnosed with cancer in their lifetime, we believe that WWC should be a movement for all businesses, big or small.”  

Ma. Elizabeth Nasol, president at PMAP also expressed her enthusiasm about the project, stating, “This cancer support initiative, born out of the collaborative effort of the founding partners, carries a profound message – that cancer should never be a personal problem.

“Through this collaboration, we pledge to encourage our member organisations to provide comprehensive support in the face of cancer – a shared challenge that ensures that those affected by it will never have a solitary journey,” she added.

Meanwhile, Paolo Borromeo, president and CEO of AC Health, commented, “We are excited about our role in helping the Working with Cancer movement grow because we recognize our responsibility and obligation, as healthcare providers and employers, to provide the best care and environment to our employees for cancer screening, treatment, and recovery. Together, we can do much to revolutionise cancer care in the workplace setting.”

Apart from this, chief digital officer at Publicis Groupe Philippines, Dave Drilon added, “With the intent of providing better cancer care in the workplace, there’s certainly a need for greater awareness and action. We must work closer with companies to ensure these programs get implemented.

“The formalization of the pledge with our founding partners AC Health and PMAP is but the first step to growing this movement in the country – something we will nurture for many years to come – and we look forward to working with more businesses and institutions in this undertaking,” he ended. 

Furthermore, several partner companies have also shown their support for the project since its announcement in January 2023.

In particular, Amrita Randhawa, CEO at Publicis Groupe Singapore and Southeast Asia, said, “The Philippines team have made an incredible effort to scale the WWC initiative such that it makes industry-wide and client-wide impact. As a team, this is what we are focused on in Southeast Asia: inviting and bringing together industry and client bodies to make sure this initiative creates scalable workforce change.”

For more information about WWC, please visit workingwithcancerpledge.com.

Mandaluyong, Philippines – As part of the Powered Up campaign, UnionBank has recently unveiled ‘UB Negosyante’, an innovative solution for micro, small, and medium enterprises (MSMEs) in the country. 

Through this initiative, the banking firm intends to support MSMEs in elevating their business and entrepreneurial journeys, regardless of whether they are business owners, sole proprietors, or microentrepeneurs. 

In particular, part of this campaign builds on the benefits of the bank’s business banking application, which has now levelled up to provide more comprehensive insights about business and enhanced tools to further their use. 

‘UB Negosyante’ features a more accessible tool kit allowing SMEs to transfer cash, pay bills, collect payments, and deposit checks on the go. This revitalized version of the app now includes Bizstarter, a basic checking account that requires a sustaining balance of only Php 5,000 pesos.

Meanwhile, the rebranding of the application’s name was derived from the sentiments of business owners and bank’s existing MSME clients.The survey uncovered a strong preference for simplicity and relatability which the company used to spice up the name of the app.

Dino Velasco, institutional segment marketing head at UnionBank explained the goal of the rebranded name, stating, “Compared to MSME Business Banking, the new UB Negosyante brand is more relatable, easy to understand, and more inclusive. That was the intent behind the rebranding.” 

On the other hand, Jaypee Soliman, business banking head at UnionBank, affirmed their support to advancing the business landscape in the country and said “SMEs face so many challenges due to various pain points which can be discouraging to them. We wanted to address those pain points, so we put together a single user experience through the UB Negosyante app that will address those pain points, may they be related to collection, reconciliation,disbursement, just to name a few.” 

The launching commenced with a gathering of MSME clients and prospects on November 8 at the podium hall in Mandaluyong. 

Manila, Philippines – Several advertising creatives have set to launch their own independent agency called Leron Leron Sinta. The new agency was founded by Dionie Tañada and Sajid Guerrero, as well as Varge Pollins Masanque and Joshua Surquia.

The agency’s name is rooted from a popular Filipino folk song of the same name, which tells the tale of a farmer who chose to find another tree to pick fruits after falling over on the first one. For the agency, this represents a metaphor for clients to always choose another agency to work with.

In an exclusive interview with MARKETECH APAC, the new agency described themselves as someone who could foster and champion genuine local grassroots creativity.

“At our core, Leron Leron Sinta is masa (the masses). Our collective grassroots experiences of being one with the masses help us bring out the creativity that is uniquely and truly Pinoy,” the agency said.

Tañada and Guerrero were previously part of the team responsible behind some of most popular local advertising works in recent years, including for RC Cola, GrabUnlimited, Orocan, Julie’s Bakeshop, Mega Tuna, TNT Sim Reg, Cheers, a few successful Netflix titles, amongst others.

For the agency, their former agency has taught them that creative campaign works with passion, and that they intend to bring said spirit to their future clients.

“We were taught to create work with passion. We intend to carry this passion with us and infuse our hearts for the masses. Our creative partners, Dionie and Sajid, are both master storytellers. With their ability to tell stories in an unignorable way, Leron Leron Sinta aims to tell brand stories that not only elevate the brand but also inspire consumers and ultimately drive sales,” they further added.

Being a new independent agency, MARKETECH APAC asked: what’s unique about them compared to local arm of larger ad agencies?

“We’re the only agency that’s 100% founded by people with an attitude and perspective that came from the grassroots, streets, and rural settings. We’re masa, and we’re proud of it,” they explained, further adding, “Leron Leron Sinta specializes in work that is ‘pang-masa’ (for the masses) and is anchored on creative ideas that help businesses sell and grow.”

As they open their doors for future work, they assure future clients that their populace familiarity gives them an advantage to also include them on their future campaigns.

“A more involved market, especially the masses. Being part of the masa gives us an edge in involving these people in creating campaigns. Just like the farmers in the folk song ‘Leron Leron Sinta’, we will channel our relentless spirit in pursuing brave ideas that solve our client’s marketing and advertising problems,” they concluded.

Singapore – The dynamic landscape of marketing in Southeast Asia is continually evolving, driven by rapidly changing consumer behaviours, technological advancements, and a diverse, vibrant market. As we venture into the future, the region is poised for a marketing revolution that will reshape the way businesses connect with their audiences. 

This transformation is fueled by several key factors, including the proliferation of digital channels, the rise of e-commerce, and the increasing demand for personalised, culturally relevant content. Nonetheless, given the ongoing complexities associated with these developments, how can brands and marketers adopt strategies to successfully navigate current and forthcoming technologies and integrate them into their marketing initiatives?

In order to provide brands and marketers with the most up-to-date knowledge, best practices, and resources to ready themselves for the forthcoming industry trends and forecasts, MARKETECH APAC officially completes the trilogy of its What’s NEXT 2023-24 Conference Series by bringing it to Singapore for the first time, as well as returning to the Philippines as well.

Both of these conferences add up to the upcoming What’s NEXT 2023: Marketing in Malaysia conference this December 5 at Sheraton Imperial Kuala Lumpur.

The upcoming Malaysian conference features a diverse lineup of marketing leaders across Malaysia, representing local and international brands including AEON, Atome, Astro, Axiata, CelcomDigi, IHH Healthcare, InterContinental, Gentari, MR. D.I.Y., PropertyGuru, Secret Recipe Cakes & Cafe, Sunway Malls, Touch ‘n Go Group, and Valiram. The conference has been sponsored by Adobe, CleverTap, Adzymic, MassiveMusic, SleekFlow, and Teads.

Interested parties are encouraged to request the agenda here. This conference is HRDF claimable.

Moreover, MARKETECH APAC’s debut of its What’s NEXT 2023: Marketing in Singapore conference will be held on March 7, 2024, and marks the first time it will be hosting a conference in the country. Meanwhile, the return of the What’s NEXT series conference in the Philippines through What’s NEXT 2024: Marketing in the Philippines will happen from March 19 to 20.

This follows the successful hosting of the What’s Next 2023: Marketing in Asia Pacific 2-day hybrid conference in the Philippines from February 28 to March 1 at the Crowne Plaza Manila Galleria. The conference was attended by more than 200 in-person attendees and more than 100 virtual attendees including a diverse pool of Philippine and international brands and agencies.

To learn how to be a part of this conference, click HERE for details on the Singapore conference, and HERE for details on the Philippine conference.

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

Meanwhile, please contact Katherine Sy at [email protected] for speaking opportunities; and Jizelle Barceñas at [email protected] for registrations.

Hong Kong – Restaurant group Tam Jai International (TJI) has announced its plans to expand its presence in the Philippines and Australia. 

For the Philippines, it has announced a potential franchise partnership with a subsidiary of the Philippine conglomerate Suyen Corporation. Meanwhile, for its foray into the Australian market, it has announced a joint venture with ST Group Food Industries Holdings Limited.

TJI entered into a memorandum of understanding and heads of terms with BVCUISINE, a subsidiary of the Philippine conglomerate, Suyen Corporation, in relation to the proposed entry into the Philippine market by way of a franchise arrangement. 

This MoU, made in August this year, will grant an exclusive license to BVCUISINE to set up and operate restaurants under the group’s brands in the Philippines.

Meanwhile, a joint venture company which is 49% owned by TJI and 51% owned by ST Group, has been established and the JV company will be granted the master franchise rights to operate restaurants and associated delivery services under one of the Group’s brands in Australia and New Zealand. 

In addition, the joint venture will be able to enter into further sub-franchise agreements with other partners to facilitate the group’s expansion. TJI also retains the right to open and operate self-operated restaurants in the two countries under the TamJai Yunnan Mixian and TamJai SamGor Mixian brands.

Daren Lau, chairman, executive director and chief executive officer at Tam Jai International, said, “Building upon our investment and the development of a strengthened management team over the past year, we are thrilled to embark on an exciting new chapter for TJI with the introduction of a franchising model as we enter the inaugural Western market, Australia, and the Philippines.”

He added, “In particular, our JV partnership with ST Group, an experienced franchised F&B operator in Australia, not only paves the way for a successful and expedited expansion in Australia, but also establishes a strong foundation for future ventures into other Western markets, propelling our mission to bring ‘Tam Jai Taste’ to the world.”

Manila, Philippines – As customer engagement continues to evolve significantly with technological advancements, changing consumer expectations, and shifts in marketing strategies, knowing how to utilise it to its maximum potential plays a central role in attaining success in businesses across all industries. 

But with the state of customer engagement being dynamically complex, how can companies obtain a deep understanding of customer behaviour to position themselves to thrive in the competitive business landscape?

To explore the latest trends, technologies, and tactics in the field of customer engagement, MARKETECH APAC presents its latest half-day conference this November 21, 2023, from 9:30 AM to 12:00 PM, at Seda BGC in the Philippines. Titled “What’s NEXT 2024: Customer Engagement in the Philippines”, the conference aims to equip attendees with the knowledge and tools needed to stay ahead of the curve when it comes to customer engagement.

The conference will be showcasing a keynote address which will be followed by a panel discussion. The conference will also feature fireside chats, a case study presentation, and networking gatherings–creating a valuable event for participants to acquire knowledge, collaborate, and share thoughts with both industry experts and fellow professionals.

Alex Crouch, strategic enterprise lead at Braze, will then be starting with a keynote presentation on trends in customer engagement such as using data analytics and AI to enhance interactions and services. 

Meanwhile, composed of marketing leaders from renowned brands, the panel discussion that follows features:

  • Gino Riola, chief marketing and communications officer at Allianz PNB Life
  • Lorenzo Canaria, head of growth marketing for FUSE at Gcash
  • Albet Buddahim, chief marketing officer at PRIMER Group of Companies
  • Raenald Renz De Jesus, head of marketing for Philippines at ShopBack
  • Katrina Navarro, growth director at UnionDigital Bank
  • Sarah Chan, regional account director at Braze

Specifically, the panel discussion will be delving into the following topics:

  • The Role of Personalisation in Conversational Marketing
  • Unlocking Technological Potential for Elevated Customer Experience and Engagement
  • Creating Authentic Conversations

Additionally, Sheila Paul, chief marketing officer at Home Credit Philippines, will be hosting a fireside chat tackling how Home Credit will adapt for 2024 and beyond in terms of customer engagement, and how it has evolved in the financial service industry.

Lastly, Lincoln Choo, solutions consultant at Braze, will be presenting a case study showcasing real-world insights from leading brands on successfully engaging Philippine consumers, the best practices for creating personalised and impactful campaigns, and how technology and data-driven strategies are leveraged for effective consumer interactions.

“We are delighted to host the first ‘What’s NEXT 2024: Customer Engagement in the Philippines.’ This groundbreaking event will not only shape the future of customer interaction but also ignite a transformative journey for businesses and consumers alike. Join us in this pivotal moment, where innovation meets connection, and together, let’s redefine the landscape of customer engagement in the Philippines,” said Joven Barceñas, founder and CEO of MARKETECH APAC.

What’s NEXT 2024: Customer Engagement in the Philippines is made in partnership with customer engagement platform Braze. This conference is also a free-to-attend event for select brand marketers. Catch this conference on November 21, 2023, at Seda BGC by registering HERE. See you there!

Melbourne, Australia – Australian firm Digital Classifieds Group has announced the acquisition of online property marketplace Lamudi in the Philippines and Indonesia. This follows DCG’s recent acquisition of the Bangladeshi property marketplace portal Bproperty in January this year.

The consolidated group now operates real estate portals in 5 high-growth Asian markets, including Indonesia, the Philippines, Bangladesh, Cambodia, and Papua New Guinea and will see its global workforce grow to more than 900 staff.

The acquisition marks a major transition for DCG, having rapidly expanded over the last 12 months into Bangladesh, and now Indonesia and the Philippines. 

For the firm, with Southeast Asia expected to grow strongly in the next 5-10 years to become a leading region globally, and with market-leading portals in countries accessing over 600 million people, DCG is strongly positioned for growth in the coming years.

Mathew Care, group CEO at DCG, said, “Lamudi, under the stewardship of the dubizzle Group and the management team, have created dominant classifieds and transactional property marketplaces in two of Asia’s most exciting markets: Indonesia and the Philippines.”

He added, “Our vision is to build a market leading classifieds group in South East Asia, a region of incredible opportunities, and this acquisition is a catalyst to delivering this vision. I am incredibly excited to enter these markets and welcome the Lamudi team to the DCG family.”

Meanwhile, Kian Moini, founder and CEO at Lamudi, commented, “DCG and Lamudi have shared a similar vision for many years; to provide the best and most trusted platform to transact property in their respective markets. Both companies have delivered on this promise, and I’m confident that Lamudi will continue to achieve new highs under DCG. This is an exciting new chapter for Lamudi and our staff.”

Manila, Philippines – In a world where businesses always think of going ‘digital’ is the best way to move forward, how do customers even know if the person they are talking to has the human touch? This was the overarching question GoTyme Bank aims to answer in its latest campaign film titled ‘The Lonely Bot’, conceptualised alongside Iris Singapore.

The campaign film, produced by Directors Think Tank and directed by Rajay Singh, features an emotional story that underscores the value of human connection, especially in a world of relentless technological advancement. 

For GoTyme Bank, the campaign shines a spotlight on its own brand of customer service, which unlike competitors, does not use automated responses and chatbots. When users ask for help, they can expect to speak to a real person, who will cater to their needs with human intuition and empathy.

Raymund Villanueva, chief marketing officer at GoTyme Bank, said, “The integrated brand campaign launched GoTyme Bank’s proposition as a human digital bank which will allows to deliver the best customer service in the country. Through the insight of Iris Singapore, we were able to communicate to Filipinos that GoTyme is a bank that brings warmth, empathy, and understanding of human interaction into the digital realm.”

He added, “That in a world of automation and digitalization, our customers can call, chat with, or email human personal bankers who are available to assist them 24 hours a day, 7 days a week.”

Meanwhile, Cristina ‘Tin’ Sanchez, executive creative director at Iris Singapore, commented, “One of the ways that humans connect with each other is through a love for stories. Stories have the power to link minds and tribes. So, we created a series of stories rich in humanity, truth and emotion, to highlight not only the offers, but the main promise of GoTyme Bank: its human-centredness. Something that is even more precious in the midst of constant AI evolution.”

‘The Lonely Bot’ is flanked by four individual 20-second short films: Gimme Five, Cupcake, Promotion, and Bot World, which will be released over the next few weeks. Each focus on a value proposition or product of GoTyme Bank.