Tag: Philippines

Manila, Philippines – DigiPlus Interactive, a Philippine-based digital leisure and entertainment hub, is marking its expansion to Brazil following the country’s approval of the firm’s subsidiary DigiPlus Interactive Ltda. a definitive authority to operate sports betting and other online games.

According to a recent stock disclosure statement, DigiPlus’ Board of Directors approved the initial funding of PHP660m to pay for the license fees, minimum capitalization, financial reserves, and other operational expenses as part of the post-qualification process of the Ministry of Finance’s Secretariat of Awards and Bets (SPA). This initial funding is intended for a three-month horizon.

DigiPlus first filed an application for Licença Para Loterias De Apostas De Quota Fixa in Brazil in August 2024, which is a federal license that allows the operations of land-based and online sports betting, electronic games, live game studios, and other fixed-odds betting activities in Brazil.

On 21 November 2024, DigiPlus Brazil has passed the qualification stage for a federal license with Brazil’s Ministry of Finance’s Secretariat of Awards and Bets (SPA). DigiPlus has 30 days to fulfill post-qualification regulatory requirements, including license fee payments.

After completion of the post-qualification requirements, SPA shall release the final list of operators authorised to operate from January 1, 2025 onwards. It would enable the corporation to operate online sports betting and other iGaming offerings in Brazil.

DigiPlus Interactive operates the digital bingo platform BingoPlus, sports betting platform Arena Plus, and carnival-inspired betting Perya Games. It was first established in 2022 following the launch of BingoPlus.

Manila, Philippines – The Department of Trade and Industry (DTI) has welcomed the recent expansion of the ‘niko and…’ fashion brand, which is part of Japanese retailer Adastria, to the Philippines. 

The store’s opening marks a significant milestone in Adastria’s strategic international expansion, and highlights the Philippines’ growing appeal as a retail investment destination.

To facilitate its entry into the Philippines, Adastria formed a joint venture with the Primer Group of Companies. This venture was established with an initial capitalization of PHP160m (US$2.85m). It sees Adastria holding a 75% stake and Primer the remaining 25%. 

This partnership ensures the seamless integration of Adastria’s global brand management standards with Primer’s extensive local market expertise.

Adastria has emphasised the significance of the Philippine market for the company’s Southeast Asia expansion, which is driven by the country’s young demographic, growing fashion consciousness, and increasing disposable income. 

With the support of PTIC Tokyo and Primer Group, Adastria is poised to deliver an exceptional retail and e-commerce experience tailored to Filipino consumers.

“Adastria’s entry into the Philippine market marks a significant milestone in the evolving Philippine-Japanese partnership in the lifestyle and retail sectors. It stands as a prime example of how collaborative efforts between government initiatives and private sector dynamism can lead to mutually beneficial outcomes—fostering economic growth, enhancing consumer options, and driving innovation across industries,” said Department of Trade and Industry (DTI) Secretary Cristina A. Roque.

Meanwhile, Commercial Counselor and Special Trade Representative Dita Angara-Mathay shared that Adastria has plans to expand its footprint in the Philippines by opening more “niko and…” stores and strengthening its omnichannel presence. This strategy combines the immersive experience of brick-and-mortar retail with the convenience and reach of e-commerce to ensure a seamless and engaging customer journey. 

Philippines – Coca-Cola is sending ‘balikbayan’ gifts from Canada to the Philippines in its latest Christmas initiative, in partnership with Filipino-owned stores in Toronto.

In its new campaign video with production company Open Swim, Coca-Cola celebrates the tradition of gift-giving from Filipinos overseas to their loved ones in the Philippines, usually wrapped in large balikbayan boxes.

The video features Tita Rosita, owner of the oldest Filipino-Canadian grocery store in Toronto. Inside her store, she is preparing boxes for her customers to send to their families in the Philippines, with a complimentary cost of shipping from Coca-Cola.

As part of the campaign, Coca-Cola also designed Tita Rosita’s store as a balikbayan box, letting her customers know where to get the boxes.

To send the gifts, Coca-Cola teamed up with Filipino cargo courier Atin-Ito, based in Toronto, for door-to-door deliveries in a span of 12 to 16 weeks.

The campaign video was directed by Open Swim’s Marc André Debruyne, also a Filipino himself.

“It’s a totally surreal feeling when a work project crosses over into your personal life. It’s not too often that happens,” Debruyne said.

“The number of Balikbayan boxes I’ve sent home since I was a child, being surrounded by so many Filipinos on set – both crew and cast, and even being served pancit by Tita Rosita for lunch (and getting yelled at after because I didn’t have seconds) brought back so many wonderful memories of my mom. It was such a fun vibe on set. This wasn’t even a job, it was truly something special,” Debruyne added.

“Coca‑Cola is committed to supporting the Filipino-Canadian community in celebrating the Balikbayan tradition and what it stands for. Through this initiative, we hope to bring real magic to the holiday season and allow those separated by distance to feel closer to their loved ones,” Stephanie Eddy, cultural marketing lead at The Coca‑Cola Company, said.

Philippines – Finance company Skyro’s Flexi-Billboards were first installed in a Philippine province, meant primarily to be seen by people in Davao. Yet it soon captured the eyes of Filipinos nationwide over social media.

The billboards, as seen in a viral post on social media, appear flexible as they adjust around physical barriers such as electrical poles. This concept of advertising agency GIGIL complements Skyro’s offer of flexible loans, showing a witty side of the brand.

In an exclusive interview with MARKETECH APAC, Alvin Adriano, GIGIL’s new associate creative director, talks about how the creative billboards sprung from a simple concept and propelled Skyro’s message to unexpectedly more audiences. 

Resonating with audiences through clever yet simple execution

Big ideas can also be simple, as GIGIL and Skyro have proven in their collaboration. Alvin says simplicity has been at the core of developing the out-of-home (OOH) ads, from the brainstorming sessions to its execution.

“It all started with a strong foundational idea. The team developed the campaign tagline ‘Kami na mag-a-adjust’ or ‘We’ll adjust’, which is based on the brand benefit of Skyro Flexi Loans’ due dates and payment terms being adjustable. This provided us with multiple avenues to explore and play with,” Alvin said.

Building on the idea, Alvin shares how his team used Skyro’s intended message of being flexible in setting due dates as a springboard for its visuals.

“During brainstorming sessions, the team’s thought process was, ‘What are the day-to-day things we see in our surroundings that Skyro can adjust?’ From there, the team came up with multiple ideas and eventually narrowed it down to obstructions blocking billboards, a common occurrence in dense metro areas in the Philippines,” he explained.

The simple yet clever idea also proved to be an advantage in ensuring that Skyro’s target audience would seamlessly get the message.

“From the copy to the layout of the billboard, the team ensured it would be easily read and understood, removing any layers that could make our message confusing or difficult to comprehend,” he said.

Enhancing Skyro’s brand awareness

The purpose of all OOH campaigns is to reach a large number of audiences, but this number greatly increased for GIGIL and Skyro once the billboards transcended from the physical to the digital realm.

“Shortly after we put up the billboard, it caught the attention of a local Davaoeño, who took a photo of it and shared it on Facebook, where it quickly went viral,” Alvin said.

“Originally targeting Davaoeños, the campaign has now expanded its reach across the country. Now, Filipinos nationwide are aware of Skyro and their adjustable loan offerings,” he added.

However, GIGIL also picked up insights to improve on in the next campaign, based on the audiences’ response to viral social media posts.

“The team also learned that there are still Filipinos who are hesitant to avail themselves of a loan despite Skyro’s compelling and flexible offerings. The stigma surrounding loans could be something the brand can address in the next campaign,” he said.

In concluding the interview, Alvin leaves a message to other creatives in the industry looking to incorporate unique concepts in their ads.

“It’s important for the idea to be entertaining at its core, capturing people’s attention with the aim of having the material resonate with them and hopefully spark positive conversations. Additionally, they should also expose themselves to a variety of ads, using this as an inspiration to craft something truly unique and original—an ad that stands apart from anything that’s been done before,” he said.

With the campaign being able to connect with audiences in a remarkable way, GIGIL and Skyro’s collaboration serves as a reminder for marketers to explore new ways to send marketing messages, demonstrating the art and power of simplicity.

Philippines – Streaming service Max has launched a content partnership with digital services provider PLDT Home to provide entertainment to more customers in the Philippines.

As part of the partnership, new customers subscribing to PLDT Home’s ‘Fiber Unli All Plan 1799’ can access the Max Standard Plan for two months. The promo runs from December 10, 2024 to February 9, 2025.

Warner Bros. Discovery recently launched Max in Southeast Asia, with PLDT as the latest addition to its base of global partners and with plans to forge more partnerships to offer entertainment to more Filipinos.

Max houses shows and films under the HBO Original, Cartoon Network, Cartoonito, and Warner Bros. Discovery collections.

In the standard plan, as offered by PLDT in its promo, customers can stream on two devices simultaneously with full HD video resolution.

“As Max launches across Southeast Asia, we are pleased to expand our partnership with PLDT to bring even more quality entertainment and iconic brands to Filipino audiences,” Tony Qiu, general manager of Greater China and Southeast Asia at Warner Bros. Discovery, commented.

Patrick S. Tang, PLDT Home’s vice president of acquisition marketing, said, “Our new and exciting partnership with Max is PLDT Home’s way of delivering not just unli entertainment to our customers, but also a reinforcement of our commitment to making quality time for Filipino families at home as fun, fulfilling, and meaningful as possible with its endless variety of entertaining content.”

“As the Philippines’ leading digital services provider, we aim to bridge Filipino families to the world’s best content platforms and other lifestyle innovations to further better their life at home in more ways than one,” Tang added.

Manila, Philippines – BDO Unibank, Inc. has forged a partnership with logistics provider Mober to finance its new electric vehicle trucks and promote eco-friendly logistics.

Mober has been leading efforts towards sustainable solutions through green logistics, committed to global net-zero. BDO’s move to finance its vehicles is a step to solidify its commitment to green financing and sustainability. 

Mober’s sustainability efforts are supported by its ‘Battery Management System,’ which monitors its vehicles’ battery health and performance in real-time. This enables the company to predict necessary maintenance and extend the vehicles’ lifespan.

Additionally, Mober uses a ‘Transport Management System’ that optimises its delivery routes to reduce energy consumption and emission. While championing sustainability, it also provides better service for its clients.

Among Mober’s client portfolio are IKEA, Nestlé, Maersk, Monde Nissin, Starbucks, and Kuehne+Nagel.

Mober is also set to launch a new charging hub for electric vehicles in Pasay City by January 2025.

“This is a historic milestone not just for Mober but for the entire logistics industry in the Philippines. With the addition of these 60 EV trucks, our fleet now stands at 110 units, bringing us closer to our goal of 240 units by the end of the first quarter of 2025. Supported by our proprietary Battery Management System (BMS) and Transport Management System (TMS), we’re ensuring not only sustainability but also efficiency and reliability for our clients,” Dennis Ng, chief executive officer of Mober, said.

“We remain committed to supporting eco-friendly initiatives and innovative businesses that nurture the environment and present opportunities for economic growth. This partnership with Mober reinforces our shared commitment towards a greener, more sustainable future,” Charles M. Rodriguez, executive vice president and head of BDO Unibank’s Institutional Banking Group, said.

Philippines – SB Finance Inc., a Security Bank affiliate, has teamed up with delivery app Lalamove Automotive to empower Lalamove drivers with financial solutions.

As part of the partnership, SB Finance is extending its OR/CR for Cash loan offering to Lalamove’s network of drivers. This allows the delivery platform’s partner drivers to make necessary upgrades to their vehicles, manage expenses, and unlock ways to increase income.

Lalamove drivers can access an exclusive channel for financing and get a maximum of Php 2 million loan. With the goal of promoting economic stability to drivers, the initiative streamlines how they can be supported financially.

Through the partnership, usual delays in securing loans will be avoided, allowing the drivers to focus on their work.

The initiative reflects both companies’ vision of uplifting Filipino drivers’ lives, coming at a time when the delivery industry in the Philippines is continuing its growth.

“Our mission at SB Finance is to support hardworking Filipinos in building better lives. Delivery drivers are an essential part of our economy, and this partnership with Lalamove Automotive allows us to provide the financial tools they need to succeed. By making financing simple, accessible, and reliable, we’re helping drivers unlock new possibilities for growth and stability,” Abbie Dans-Casanova, SB Finance president and chief executive officer, said.

Djon Nacario, Lalamove Philippines managing director, commented, “At Lalamove, we always look for ways to support our dedicated partner drivers, who are the backbone of our platform, ensuring every delivery is a success. Partnering with SB Finance gives them access to financial solutions that can help enhance their livelihood, and provide long-term stability. This is more than a partnership—it’s a commitment to the partner driver community’s growth and future.”

Philippines – Mobile services provider Smart Communications, Inc. under PLDT Inc. has collaborated with computer software company Adobe and software and services provider Amdocs to elevate its customer experiences.

The partnership aims to provide data-driven and customer-centric offerings to Smart’s subscribers in the Philippines.

The collaboration allows Smart to leverage the Adobe Experience Platform (AEP) for customer insights and other services. Amdocs will be delivering the platform to Smart.

AEP is set to help Smart integrate customer data in real-time from different channels to gain insights into their needs. 

AEP powers enterprise applications such as Adobe Real-Time Customer Data Platform and Adobe Journey Optimizer, which Smart can use to provide personalised customer experiences through the partnership.

Adobe’s applications are also equipped with generative AI, enabling Smart to identify customer patterns, boost productivity, and make its marketing campaigns more impactful.

“Our collaboration with Adobe and Amdocs is a significant milestone in our digital revolution roadmap to deliver amazing experiences to our customers. By leveraging industry-leading Adobe Experience Platform and Amdocs’ advanced technologies and methodologies, Smart is uniquely positioned to engage with our subscribers and serve them effectively and efficiently than ever before,” Anastacio Martirez, Smart’s chief operating officer, said.

“This world-class innovation empowers Smart to be more agile and responsive to the needs of our subscribers anytime, anywhere, strengthening our commitment to customer obsession. Put simply, our new customer experience platform is simply amazing,” Martirez added.

“Today, Adobe Experience Platform is the solution of choice for some of the world’s biggest businesses, as they look to build a single view of customers and seamlessly engage with them across channels. Smart is leading the way in redefining customer experiences in the Philippine telecom industry, and we are thrilled to be a strategic partner in their incredible digital transformation journey,” Shashank Sharma, senior director of Adobe Digital Experience in Korea and Southeast Asia, said.

“We are delighted to collaborate with Smart and Adobe in delivering these new capabilities so Smart can make it amazing each day for their end users,” Anthony Goonetilleke, group president of technology and head of strategy at Amdocs, commented.

Philippines – The Philippines has quickly become a dynamic marketing hub, fuelled by a tech-savvy, digitally connected population. By 2025, the country’s marketing landscape is poised to adopt cutting-edge technologies, further accelerating industry transformation and shaping the future of consumer engagement.

With a large portion of the Filipino population spending significant time online, companies are increasingly recognising the need to invest in tools that align with new platforms. These investments aim to enhance customer experiences, optimise ad spend, drive AI-driven personalisation, and strengthen brand loyalty. The ultimate goal is to adapt as marketing evolves into a more immersive, integrated, and data-driven landscape.

To help marketers stay ahead in the ever-evolving marketing landscape, MARKETECH APAC is opening the doors of Shangri-La The Fort, Manila for its highly anticipated What’s NEXT in Marketing series. The What’s NEXT in Marketing: Philippines 2025 conference, happening on 26 and 27 March 2025, will bring together industry leaders to exchange insights, share expertise, and offer a sneak peek into the future of marketing. 

Building on MARKETECH APAC’s impressive track record and legacy of fostering a well-connected marketing community, this two-day visionary event equips brands and marketers with the essential insights, strategies, and tools needed to stay ahead in a rapidly evolving industry.

Featuring a dynamic lineup of keynote presentations, panel discussions, fireside chats, and networking opportunities, ‘What’s NEXT in Marketing: Philippines 2025’ empowers marketers to expand their networks, elevate their campaigns, and drive success in the Philippine market.

Key industry figures headlining the conference include:

  • Raymund Jiggs Espadilla, Head of Marketing at Aboitiz Foods
  • Mahek Shah, Global Head of Media (AirAsia Media | AirAsia Ads) at AirAsia MOVE
  • Jogent Emmanuel Tan, Marketing Director at Domino’s Pizza Philippines
  • Greg Anonas, Marketing Director at Emperador Distillers, Inc.
  • Mariela Quilala, Head of Marketing at LKY Group of Companies
  • Anthony Louis Guanzon, Chief Marketing Officer at Malayan Insurance
  • Albet Buddahim, Vice President and Head of Marketing at Mega Prime Foods Inc.
  • and many more to be announced!

To find out how you can be part of this conference, click HERE for more details.

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

For speaking opportunities, contact Jean Cabico at [email protected]; and for registrations, reach out to Faye Vita at [email protected].

Manila, Philippines – Albet Buddahim has been recently named the vice president and head of marketing at MEGA Prime Foods. In it, he brings a wealth of experience in the marketing scene to a leading food company whose portfolio includes best-selling food products like MEGA Sardines, MEGA Tuna, and MEGA Mackerel.

In an exclusive interview with MARKETECH APAC, Albet details what’s in it for him in this new marketing leadership role, his learnings that he intends to bring at MEGA Prime Foods, as well as navigating the complexities of doing marketing in the F&B industry.

Building the marketing organisation and business

For Albet, his new role will revolve around two major objectives: building the marketing organisation who he will work with, and building the business. 

“I look after a brand and marketing team of 24 headcounts and we are hiring 5 more to ensure we achieve our 2025 goals. [Moreover], I will [also] be working with HR, Management and the marketing leadership team to have our brand/marketing become a tribe who has a right-to-win (capabilities, competencies, culture) and play-to-win (strategic where-to-play and knows how-to-win) with a growth mindset,” he explained.

Albet also added that from a work standpoint, his role will look after three main groups of marketing professionals, namely Brand Management & Development, Marketing Capabilities and Resources, and Digital, Data & E-Commerce.

With a winning team, then we will be able to collaborate and become a One Mega Dream team to achieve [the top] one position in our product categories,” he noted.

In terms of the marketing strategy, he says that they will implement the so-called 5A’s of business building, namely Awareness, Affinity-building, Affordability, Accessibility and Availability.

Awareness is about ensuring millions know about the company and brands, what it does/provides, what they stand for and why the brand exists. Moreover, affinity-building is about ensuring that they are building brand preference and that the target consumers/customers/shoppers will like MEGA brands versus its competitors.

Meanwhile, affordability is about creating and communicating the value of the brands and their products as compared to alternatives and substitutes. Accessibility is about ensuring that the brand’s products can be easily purchased (accessed) in the nearest sari-sari store or modern trade along its shoppers/consumers’ path-to-purchase. Lastly, availability is the right SKU in the right place and time, ensuring that the brands products are not out-of-stock.

Reflections in transition to new role

Before his new role at MEGA Prime Foods, he was most recently the chief marketing officer at Primer Group of Companies. He was responsible for leading the various marketing and creative teams across the company in both traditional and digital channels by creating and communicating Primer’s business value. 

Speaking on his learnings from his previous role, he said that winning the context is important in terms of targeting particular demographics versus going for media placements.

“The importance of doing STP (segment, target, position) and truly understanding which segment has disposable income to buy the premium brands like TUMI, Delsey, Herschel. Moving forward to MEGA Prime Foods, we will continue to segment the target market into strategic target audience and prime prospects, in a way that we have more focused (more resonating and relevant, contextual content) initiatives to drive customer acquisition and repeat,” he explained.

Navigating challenges through technology

For Albet, one of the biggest marketing challenges for him to tackle would be achieving differentiation, as the omnichannel approach makes it easier for competitors to replicate, catch up, and gain visibility into our marketing efforts. 

Moreover, ensuring a sustainable source of growth and profitability is also critical for the company’s product, brand, and category portfolio, especially as globalisation and direct-to-consumer (DTC) models enable global and Chinese businesses to enter the market with competitive price advantages. 

Lastly, attracting and retaining top marketing talent poses a significant challenge, given the financial constraints of a local manufacturing company compared to global premium brands and corporations.

“MEGA Sardines is the #1 Sardines in the Philippines and we have continued to expand our MEGA seafood line into Tuna, Mackarel and Squid. The pattern of mergers & acquisitions is also a trend that our company MEGA Prime foods has pursued with the recent 2024 acquisition of Jimm’s Coffee mix,” he said.

Albet added, “Moving forward to 2025 and beyond, our company will continue to leverage technology (ie. AI, RPA, etc.) from our fishing vessels, to manufacturing, down to marketing, sales and distribution.”