Tag: Philippines

Philippines – Holding company Ayala Corporation has appointed four new leaders to drive business growth. The company has promoted Mariana Beatriz E. Zobel de Ayala and Mark Robert H. Uy to managing directors, and Jaime Alfonso E. Zobel de Ayala and Jaime Z. Urquijo to executive directors.

With the company recognising their capabilities to drive transformation, the new leaders will focus on strategic areas of Ayala’s business.

As the managing directors, Mariana is set to focus on Ayala Land’s leasing business while Uy is leading the improvement of Ayala’s portfolio of businesses. Mariana’s role includes reinventing the company’s malls and offices amidst a post-office era. Meanwhile, Mark is looking to nurture the long-term success of existing businesses while discovering new ones.

On the other hand, Jaime Alfonso is focused on raising Ayala’s standards for governance while fostering growth for ACMobility, Ayala’s energy vehicle platform.

“Each of our senior promotees represents Ayala at its best – purposeful, forward-looking, professional, engaged. They will help make for an even better Ayala as we look ahead to completing two centuries of building businesses that enable people to thrive,” Cezar P. Consing, Ayala Corporation president and CEO, said.

“Over its 191 years, Ayala has demonstrated a history of smooth leadership transitions anchored on thoughtful succession planning. The promotions of these four leaders are part of a deliberate, longer-term succession plan being implemented across the Group,” Francisco Romero Milán, chief human resources officer of Ayala Corporation, commented.

Recently, Ayala Land refreshed its hotels and resorts arm to Ayala Land Hospitality as it invested US$500 for its hotel expansion. 

Ayala is also focusing on its electric vehicle (EV) business as ADB finances its installation of charging stations in the Philippines.In January, ACMobility acquired Evro, 917Ventures’ EV charging network.

Manila, Philippines – With the news that the Michelin Guide is expanding its reach to review restaurants in the Philippines, many restaurants–especially in the target places of Metro Manila and its Environs, as well as Cebu–are now vying to get the coveted Michelin Star recognition, which has been used commonly as a symbol of high quality-cooking.

Amidst all of this, Chinese hotpot brand Jiang Nan, like any other restaurant, also aspired to achieve the elusive and prestigious Michelin stars, but they won the race through wit and humor. 

In their latest campaign, the Chinese hotpot restaurant found Michelle Lyn Espiritu, a Filipina with a name that rings just like that of the expert food critic organization’s. She ate at the restaurant, and gave her judgment on Google reviews: 5 stars.

Said campaign is done alongside Katok, the social media agency of GIGIL.

Following this, Jiang Nan announced this ‘recognition’ on Meta which created buzz online. From avid fans of the restaurant to people scrolling and having a good laugh, and even to heavily followed pages, the stars used as a joke skyrocketed Jiang Nan’s traction. 

Over the weekend alone when it was posted, the post organically garnered millions of views with zero media budget. 

Philippines – AXA has introduced ‘AXA Bucket List Ai,’ a text-to-dream creator designed to inspire people to visualise their aspirations while emphasising the importance of protecting them against life’s unexpected challenges.

Developed with Publicis Groupe in Thailand, the Philippines, and Hong Kong, ‘AXA Bucket List Ai’ is an interactive tool that generates visual representations of users’ dreams, using OpenAI APIs and Google’s Imagen3 to create lifelike images such as hot air ballooning in Cappadocia to swimming with whale sharks.

The experience also connects users to information on AXA’s health and critical illness plans and is complemented by a series of films and influencer content.

Bernice Fong, head of brand at AXA International Markets, said, “We tend to put our heads in the sand when it comes to the risk of critical illness. With Bucket List Ai, AXA is on a mission to encourage people to live out their dreams – and take positive steps to protect them by safeguarding their health and finances and planning for the future.”

AXA’s campaign highlights the reality that critical illnesses can arise unexpectedly, disrupting lives without warning. Research suggests that visualisation techniques can help individuals stay motivated towards their goals. With this in mind, AXA developed an interactive experience designed to encourage people to envision and pursue their bucket list aspirations.

“Unfortunately, we will all be touched in some way by critical illnesses at some point in our lives. With the launch of AXA Bucket List Ai, our primary objective is to shift the prevalent belief that critical illnesses are beyond our control and empower everyone to take proactive steps to protect themselves from the impacts of such illnesses,” said Arthur Lenfant, global brand manager at AXA.

“There is so much doom and gloom in the critical illness insurance category, but with the launch of Bucket List Ai, AXA is using people’s bucket list inspirations to promote positivity around protecting their dreams. Behind the scenes, there are multiple AI systems analysing as you type, suggesting alternatives, and scanning for the most inspiring imagery. As a digital experience, Bucket List is a powerful reminder of how precious life is,” explained Laurent Thevenet, head of creative technology at Publicis Groupe APAC.

The AXA Bucket List Ai is now available in Thailand and the Philippines.

Philippines – Filipino artist Kim Chui’s face has been covered in Julie’s Bakeshop’s tarpaulins in a Davao City branch. This follows her delivery of a controversial spiel on a variety show, believed to be aimed at former Philippine president Rodrigo Duterte.

After photos of the incident went viral on social media, the actress shared photos of a letter penned by Julie’s Bakeshop along with goods from the brand.

Last week, Kim Chui faced backlash after her “deserve” spiel on ‘It’s Showtime’ was believed to be targeted at Duterte, who is currently under the custody of the International Criminal Court (ICC) due to charges of crimes against humanity during his drug war in the Philippines. 

Supporters of Duterte are believed to be behind the cover-up of the actress’ face on the tarpaulins.

Kim Chui has since addressed the controversy surrounding her spiel, explaining that she was merely reading from a teleprompter.

Duterte, known for his crackdown on drug dealers in the Philippines during his regime, previously served as mayor of Davao City for over two decades.

The Philippine National Police, acting on an ICC-issued warrant, arrested Duterte on March 11, 2025. Duterte was brought to The Hague with his lawyers and supporters claiming he was abducted.

The charges are related to the alleged extrajudicial killings during his presidency from 2016 to 2022.

MARKETECH APAC has reached out to Julie’s Bakeshop for more information on the incident.

Philippines – Starbucks Philippines is placing female artists in the limelight in its latest campaign for International Women’s Month.

Featuring Filipino female artists behind its store artworks, Starbucks is releasing ‘#StrongLikeCoffee Conversations’ held at its Abad Santos Tondo Community Store. The chat underscores the artists’ journeys, empowering women in the art community.

‘#StrongLikeCoffee Conversations’ features artists such as Anina Rubio, Aze Ong, and Tara Soriano.

As part of the campaign, Starbucks has launched ‘#StrongLikeCoffee’ notecards that feature the artists’ works. The notecards are available exclusively at Starbucks Abad Santos Tondo and Starbucks Maysilo Circle Community Stores. 

A percentage of the proceeds from the notecards will be donated to the company’s nonprofit partners, supporting youth education.

“This International Women’s Month, we celebrate those who uplift and inspire. By bringing together talented Filipino artists and youth from our Community Store nonprofit partners, we’ve created a space for dialogue and empowerment. We believe that art, like coffee, connects us, sparks creativity, and inspires positive change,” Jamie Silva, senior marketing manager at Starbucks, said.

Philippines – Real estate firm Ayala Land has rebranded its hospitality arm, Hotels and Resorts Corporation, to Ayala Land Hospitality (ALH). The brand refresh comes as it boosts its expansion efforts in the Philippines, investing over US$500m over the next five years.

Relaunching its brand, ALH is positioning itself as a major player in Philippine tourism. As it bets big on the tourism boom in the country, ALH places importance on authentic Filipino experiences and sustainability.

By 2030, it aims to double its room inventory to 7,500, aligned with the country’s target of 12 million tourists by 2028. 

Focusing on its flagship properties, ALH is modernising Seda’s business hotels and upgrading its El Nido Resorts. ALH is also home to brands such as Huni, Lio, Raffles Makati, Fairmont Makati, and the upcoming Mandarin Oriental Makati.

George Aquino, chief executive officer of ALH, said, “As we chart a bold new course in hospitality, our vision is clear: elevate Filipino hospitality to the world stage. This means curating experiences that go beyond service—creating real connections between guests, places, and culture.”

Paloma Urquijo, chief creative officer, commented, “We believe in crafting unforgettable stays that celebrate both place and experience. Each property will showcase meaningful design brought to life by Filipino artistry and craftsmanship. We want guests to feel inspired, connected, and truly at home.”

Philippines – Antibacterial soap brand Defensil is spotlighting evolved germs in its latest campaign with advertising agency GIGIL. 

Ditching the prevalent concept of scary germs, the campaign’s ‘Germ Zs’ are taking over to urge Filipinos to change their soap. In lieu of frequently used fear-based tactics in soap commercials, Defensil and GIGIL have opted for a humorous strategy.

In a series of comedic films, the campaign portrays germs as having evolved to act like Gen Zs, stylish, tech-savvy, and having similar lingo and interests like dating and travelling.

While it incorporates humour, Defensil’s campaign is based on the scientific reality that germs are constantly evolving, suggesting that legacy soaps may no longer be effective against germs today.GIGIL has released multiple humorous campaigns in the past.

Recently, the agency’s OOH campaign with Skyro went viral on social media, with ‘Flexi-Billboards’ complementing Skyro’s offer of flexible loans.

Philippines – Digital marketing agency Hashtag Interactive is set to lead MAAGAP Insurance’s brand evolution in the Philippines. The partnership aims to modernise the insurance company’s brand.

MAAGAP aims to make insurance more accessible for Filipino families, continuing its commitment to making it inclusive in the Philippines through digital innovation with Hashtag Interactive.

Through a brand refresh, MAAGAP seeks to forge connections with more Filipinos, solidifying its position as a forward-thinking non-life insurance provider.

Hashtag Interactive has collaborated with brands such as Danone, Electrolux, and Maybank. 

“This partnership marks an exciting new chapter for MAAGAP as we continue to evolve and adapt to the changing needs of the Philippine market. Strengthening our brand is a natural step in our commitment to making insurance smarter, faster, and more accessible for Filipinos,” Martin Dela Rosa, president and chief executive officer of MAAGAP, commented. 

“With Hashtag Interactive’s expertise in shaping impactful and memorable brand identities, we are ensuring that MAAGAP’s message is clear, compelling, and resonates with the right audiences as we drive our growth forward,” Dela Rosa added.

MAAGAP is the first non-life insurance provider in the Philippines to sign the United Nations’ Principles for Sustainable Insurance.

Recently, Triple P Capital and its investor group acquired an 85% stake in MAAGAP.

Philippines – Book Nook, a learning hub powered by SM Supermalls, is expanding its activities lineup as it celebrates the significance of storytelling and creativity.

The initiative, which transforms spaces within SM Supermalls into literary hubs, is launching art workshops, cultural activities and storytelling sessions at SM Aura and SM Podium. The activities are tailored for families, students, and aspiring creatives.

Going beyond a reading space, Book Nook now allows its participants to enjoy watercolour painting, lantern-making, and comic strip design.

Book Nook also hosts various literary events, including live poetry readings, silent book clubs, and book launches. It also helps people connect with international cultures through cultural events like ‘Tikoy 101’ and ‘Book Nook Reading Festival.’

Additionally, Book Nook and SM Supermalls have launched the first ‘Australia Corner’ at SM Podium, attended by SM Supermalls president Steven Tan and Australian Ambassador HK Yu.

“Stories bring people together. Through Book Nook, we celebrate creativity while making learning accessible to all,” Architect Shereen T. Sy, pioneer of Book Nook, said.

Book Nook is SM Supermall’s community-driven free library, where mallgoers can browse or take home books if they donate another.

Philippines – In markets distinct for high-mobile penetration, marketers must adapt their strategies to connect with consumers. From in-app to social media engagement, there are intricacies in mobile marketing that call for exploration, especially for marketers seeking success in the region.

The marketing community in the Philippines, a mobile-first economy, is getting the opportunity to boost its strategies with the arrival of AppsFlyer’s first-ever Mobile Attribution & Marketing Analytics (MAMA) event in Manila. As a premier industry gathering, AppsFlyer’s flagship event is bringing together industry leaders and brands to deliver actionable insights and showcase the latest innovations. 

With a carefully curated vendor presence, MAMA provides brands with the exposure and platform they need to forge meaningful connections within the mobile marketing sphere.

The Manila edition of MAMA, set to be held on April 25, 2025, at BGC Arts Center, is offering marketers the latest insights into mobile marketing. More specifically, it will explore how data-driven growth is shaping the current mobile industry.

The event’s lineup of speakers includes:

  • Delbert Ty, chief marketing officer at Coffee Meets Bagel
  • Ronen Mense, president and  managing director for APAC at AppsFlyer
  • Jane Hou, head of product for APAC at AppsFlyer
  • Nico Marco, marketing director for SEAPAC at AppsFlyer
  • Varun Budhiraja, data collaboration platform evangelist at AppsFlyer; and
  • Lyn Nichapoke, business growth manager for SEA at AppsFlyer
  • and more to be announced!

MAMA Manila is tailored for mobile app professionals in marketing, growth, analytics, business intelligence, and customer engagement. Beyond gaining top-notch insights, the event also offers the opportunity for marketers to network and connect with fellow professionals in the mobile ecosystem.

MARKETECH APAC is a proud media partner of AppsFlyer for MAMA Manila.

To learn more about boosting mobile marketing strategies, head over to the official event page to secure a spot.