Tag: Philippines

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.”

There’s a great irony to be told when it comes to our existing communication platforms. These apps, which highlight the different ways we can interact with one another, often feel chaotic, distracting and sadly can drain us mentally with the sheer amount of content we encounter on these platforms. If anything, there’s a greater need today for communication platforms which are very straightforward and are very accessible to use for everyday users. 

Recognising the growing demand for simpler communication platforms, buz, a new social audio app, seeks to bridge this gap with its straightforward and user-friendly design. Through its latest campaign launched across Southeast Asia, buz emphasises the warmth and immediacy of the human voice. 

By offering a simple yet powerful space for genuine connection, the app enables users to feel heard and build relationships that go beyond the limitations of text and visuals.

Simple interface, powerful impact

Buz stands out for its intuitive and minimalist design, centred around a single, vibrant green “push-to-talk” button. This streamlined interface cuts through digital clutter, letting users immerse themselves in the essence of communication—the authenticity in tone, the subtle nuances, and the emotions carried by every word.

Built with accessibility in mind, buz breaks down barriers of language and technical know-how, making it a tool for everyone. Whether young or old, tech-savvy or not, users can engage effortlessly. Features like auto-play on a locked screen ensure that staying connected remains as simple as a tap.

By embracing simplicity, buz tackles the challenges of digital fatigue while championing the need for communication tools that are inclusive, accessible, and truly human.

“We observed a widespread desire for simpler, more intuitive interfaces, leading us to prioritise ease of use and accessibility. This is exemplified by the prominent green button, which is easily identifiable and usable by a broad range of users,” a buz spokesperson told MARKETECH APAC.

Buz’s simplicity is also catered to specific demographics who wish to have constant communication but are limited to their own status quo or conditions. For example, older adults with dexterity challenges find the app easy to use, while those who primarily communicate through non-written languages or dialects value its voice-centric design. Similarly, neurodivergent individuals who might feel overwhelmed by complicated interfaces benefit from its straightforward and accessible approach.

“The focus on voice communication, the most fundamental form of human interaction, encourages more natural and spontaneous conversations compared to text-based platforms. This ensures that buz empowers effortless communication for all, regardless of their technological proficiency or background for a truly inclusive communication experience,” the added.

Tapping into the unique emotional response

The campaign captures ordinary moments elevated by the power of voice. Whether it’s a mother hearing her child’s heartfelt “mama” from miles away or a loved one sharing an off-key yet comforting serenade, the campaign beautifully illustrates the deep connections fostered through real-time audio interactions.

Moreover, buz’s campaign centres on the unmatched ability of the human voice to create meaningful connections. It highlights the emotional depth that vocal communication brings—the warmth of shared laughter, the solace of a familiar voice, and the joy of instant connection that bridges any distance.

“This resonates deeply with buz’s philosophy because it showcases how the platform facilitates authentic human interaction, prioritising the natural and deeply impactful nature of voice over other forms of communication. By focusing on the voice, buz demonstrates its commitment to nurturing meaningful relationships through the most primal and powerful means of human connection,” the spokesperson added.

Using hyperlocal strategies to understand cultural nuances

For buz’s campaign rollout across Southeast Asia, it tapped not just local ambassadors but also took into account how the campaign will play out in the local context.

In Malaysia, buz tapped into the relatable charm of Ain Edruce and her husband, resonating with audiences who value a more traditional perspective on relationships. In Thailand, the youthful energy of debut couple Maylada Susri and Teeradetch Metawarayut appeals to a younger generation, reflecting their evolving views on modern partnerships.

In the Philippines, where the ‘love team’ phenomenon is a cultural staple, buz partnered with Barbie Forteza and David Licauco, leveraging the strong connection and enduring popularity of this iconic on-screen pairing.

“Our campaign acknowledges the region’s diverse cultural landscape, by employing hyper-localised marketing strategies that resonate deeply within each culture’s unique expression of couple dynamics to emphasise the power of voice communication in creating meaningful emotional bonds,” the buz spokesperson said.

They added, “This careful selection of regionally relevant celebrity ambassadors, each reflecting the specific cultural nuances of their respective countries, ensures authentic connection and maximises campaign impact across the region.”

Using technology to accelerate the future of communication

Buz combines the power of the human voice with advanced AI technology, developed in collaboration with OpenAI, to elevate the user experience. Features like instant voice-to-text transcription provide flexibility and discretion when the app is muted, while real-time voice translation bridges language gaps, making buz a truly global and accessible communication platform.

James Lin, CEO of Vocalbeats, the company behind buz, stated, “In today’s world, people are craving genuine connections. Buz prioritises the power of voice, offering a simple and intuitive platform that fosters effortless, real-time conversations. Our AI features only enhance this experience, making voice communication even more accessible and enjoyable.”

With more than 20 million downloads worldwide and a swiftly growing footprint across Southeast Asia, the US, UK, and Europe, buz is set to change the way we connect. Its dedication to innovation and enhancing user experiences is reflected in the establishment of its new R&D and operations hubs in Kuala Lumpur and Singapore, reinforcing its status as a global leader in voice-driven social interaction.

“At buz, simplicity is foundational to everything we do. Our growth strategy centres on expanding access to simple and powerful voice communication, adding features thoughtfully to enhance the core experience without compromising ease of use. We’re committed to maintaining an intuitive user experience that fosters deeper connections for our global community, ensuring buz remains accessible and easy for everyone, everywhere,” they concluded.

Manila, Philippines – In a historic first for a Philippine company, Cebu Pacific took over Dubai’s Burj Khalifa with a “Fly to Happy, Fly to the Philippines” projection show, celebrating the most iconic reasons to visit the Philippines in 2025. 

Projected onto the world’s tallest building, the show captured the warmth and smiles of Filipinos, alongside the natural beauty of the Philippines, including the world-famous beaches of Boracay, Palawan and Cebu as well as breathtaking sites like Mayon Volcano in Legazpi, the Chocolate Hills in Bohol and Mt. Apo in Davao.

Through this campaign, Cebu Pacific aims to invite travelers around the world to experience the wonders of the Philippines and offer Filipinos in the United Arab Emirates (UAE) a nostalgic view of home. 

To bring this experience within reach to more passengers, Cebu Pacific has also launched a special seat sale from November 22 to 30, 2024. Passengers from major international hubs—including Hong Kong, Singapore, South Korea, Australia, and the Middle East—can now book discounted flights to the Philippines for travel in early 2025. 

Xander Lao, president and chief commercial officer at Cebu Pacific, said, “We’re proud to share a piece of home on such a grand stage. This is a celebration of Philippine pride and an invitation for travelers to connect with the unique beauty, culture and warmth that our country offers.”

Philippines – Delivery platform GrabFood, in collaboration with advertising agency Publicis JimenezBasic (PJB), has launched a new campaign that delves into the diversity of Filipino cuisine.

Through the ‘Food Speak’ campaign, GrabFood celebrates the wide food selection in the country, varying in each city and region.

The campaign video shows how food is used as a language, highlighting cultural nuances related to different dishes.

Taking on different creative executions, GrabFood’s campaign is being promoted through social media, radio, and in-app advertising.

J-anne Aruta, Grab Philippines country marketing head, said, “The culinary landscape of any city — shaped by food innovators and entrepreneurs — defines the gastronomic culture that citizens and tourists get to enjoy. And as we bring GrabFood to more cities across the country, we enrich the experience of Filipino foodies by giving them access to a wider base of exciting food concepts, enabling them to better understand and appreciate their city’s very own taste palate.

“This campaign is our tribute to the unique food landscapes in each of the cities we are in — demonstrating how determined we are to connect more people to a broader spectrum of flavors they need and deserve to try,” Aruta added.

“When you get the chance to let creativity loose on a campaign especially with a brand like Grab that’s well-known for pushing the envelope, you can’t help but jump on that chance,” Mike dela Cuesta, PJB group creative director, said.

Manila, Philippines – Emirates has launched its first Emirates World retail store concept in Southeast Asia, by introducing a fully immersive Emirates experience in Manila. The new space marks a significant step in the airline’s commitment to the Philippines by redefining the travel retail experience for customers.

The 221-square-meter space was inaugurated by Adnan Kazim, Emirates’ Chief Commercial Officer, in the presence of First Lady Liza Araneta Marcos, UAE Ambassador to the Philippines Mohamed Obaid Al Qataam Al Zaabi, and other distinguished guests, trade partners, and media representatives.

A highlight of the new store is the Emirates A380 onboard Lounge display, offering visitors a glimpse into the airline’s signature in-flight luxury. Guests can explore a curated selection of Emirates-branded merchandise and travel accessories, including the latest NBA collection designed for basketball enthusiasts, all from the Emirates Official Store.

The Emirates World Store integrates cutting-edge smart technologies, including an interactive self-service screen for browsing flight options and checking availability, redefining the travel retail experience.

This launch underscores Emirates’ strong commitment to the Philippine market, emphasizing the airline’s focus on delivering world-class service. The Manila store joins the growing network of reimagined Emirates retail spaces, following locations in Dubai, Hong Kong, London, and Nairobi. The airline plans to invest AED 100 million over the next three years to expand its retail footprint globally.

“The new Emirates World Store in Manila is designed to serve as a one-stop shop where customers can explore Emirates’ best-in-class products and services, and provides visitors a glimpse of our onboard hospitality and excellence, ensuring the bar is set high when it comes to retail experiences both in the Philippines and across our global network. The Emirates World retail store is part of our broader strategy to get closer to our customers as they plan their travel and create an elevated experience that is consistent with our brand,” Kazim stated.

Manila, Philippines – Del Monte Pacific has announced that it will restructure its investment in Del Monte India by exchanging its shares with 13% direct shareholding in Agro Tech Foods Limited (ATFL), an Indian food company. In turn, ATFL will acquire the 59% equity stake of the Bharti Group in Del Monte India.

In a recent disclosure by Del Monte Pacific, it stated that it will continue licensing the Del Monte trademark to Del Monte India on a perpetual and exclusive basis to protect the value of the brand by safeguarding Del Monte quality standards and derive royalties therefrom.

“The Group’s direct investment in ATFL means that it would be invested in a broader business that includes profitable product categories which have yielded shareholder returns for several years. Further, a direct equity stake in a company whose ordinary shares are listed in stock exchanges generally means more liquidity for its shareholders and enhanced corporate governance practices and benefits,” Del Monte Pacific said in their disclosure.

Given how ATFL has a bigger consumer packaged goods platform with a wider and deeper distribution network in India, Del Monte Pacific stated that ATFL is well-positioned to grow the Del Monte brand in India.

“India has been an exciting and flourishing market, and we are proud of the brand’s journey and impact on the Indian food industry. Under Sundrop Brands’ platform, we believe the Del Monte brand will reach new heights in India. This transaction supports the Group’s strategic focus on its core markets and partnerships that drive growth,” Rolando Gapud, executive chairman at Del Monte Pacific, stated.

ATFL has just rebranded itself as Sundrop Brands, and holds popular consumer brands such as ACT II popcorn and Sundrop edible oil. 

Manila, Philippines – Brand valuation consultancy Brand Finance has recently released its rankings of valuable brands in the ASEAN region–with fast food chains Mang Inasal and Jollibee, as well as the Bank of the Philippine Islands (BPI) seeing significant growth in their respective markets.

Mang Inasal–whose brand value shot up 201% to US$374m emerges as this year’s fastest-growing brand ASEAN. The brand has moved up by 136 spots to feature as the 146th most valuable brand in the region this year

Meanwhile, Mang Inasal’s sister brand, Jollibee (brand value up 51% to US$2.3b), went up 19 ranks this year to become the 23rd most valuable ASEAN brand.

Climbing up nine spots this year, Bank of the Philippine Islands (brand value up 22% to US$1.5b) ranks as ASEAN’s 45th most valuable brand. This growth is driven by its higher scores in the in ‘familiarity’, ‘consideration,’ and ‘reputation’ metrics, according to market research data.

Within the region’s telecoms sector, Globe Telecom (brand value down 4% to US$1.9b), is the fifth strongest telecoms brand ranked for the year. With a Brand Strength Index (BSI) score of 85.4 of 100, it is also the only Philippines brand among ASEAN’s top 10 telecoms brand.

Other notable highlights for Filipino brands include:

  • Metrobank (brand value up 5% to US$1.2b) dropped two ranks to 61st in the ASEAN rankings this year. 
  • Petron (brand value up 20% to US$828m) is the 83rd most valuable brand in the region, up four ranks compared to 2023. 
  • Cebu Pacific (brand value up 7% to US$208m) advanced nine ranks to 219th in the region, in addition to being the ninth brand among ASEAN airlines brands.
  • Bear Brand (brand value down 2% to US$523m) ranks as the 24th strongest brand in ASEAN, with an AAA brand strength rating and a BSI score of 86 of 100.
  • Puregold (brand value up 17% to US$731m) secured the 92nd spot as ASEAN’s most valuable brands of 2024.
  • Ayala Land’s (brand value up 54% to US$451m) significant growth in brand value positioned the brand as the 132nd most valuable brand in the region.
  • Union Bank of the Philippines (brand value up 22% to US$679m) ranks as the 94th most valuable brand in the region. It is also ranked as the 29th banking brand in ASEAN.

Alex Haigh, managing director of Brand Finance for Asia-Pacific, said, “As the impact of strategic alignment and shared resources in building consumer loyalty and driving sustained growth, iconic brands like, Mang Inasal, Jollibee and Bank of the Phillippine Islands are growing and excelling within their sectors. The collective strength of these brands reflects ASEAN’s unique ability to adapt and thrive, with each sector’s progress amplifying the region’s overall resilience and forward momentum.”

Philippines – At the core of customer service is always genuine care, which is known as malasakit in the Philippines. Going beyond superficial ways, malasakit as a value extends to acts that make people feel seen, and their needs addressed.

This is what logistics provider 2GO aims for in its partnership with the Department of Tourism (DOT) for the Filipino Brand of Service Excellence (FBSE) program.

The FBSE Program is an initiative spearheaded by the Department of Tourism that is aimed at enhancing the quality of service in the Philippine tourism industry to reflect the Filipino culture of warmth and hospitality. By empowering frontliners with the knowledge and skills to provide excellent service, the program seeks to create a unique and remarkable experience for tourists.

As part of the initiative, 2GO has sent 14 participants to DOT’s learning course, allowing them to train other team members after the course.

In an exclusive interview with MARKETECH APAC, Blessie Cruz, business unit head of retail at 2GO, shares 2GO’s goals of elevating customer service through the FBSE program.

‘Customer first’ practice

As a logistics provider, 2GO is committed to hospitality. For the company, ‘customer first’ is more of a core value than a slogan, Cruz said. 

“Our goal is to bring this to life through behaviours that ensure our customers feel the warmth and malasakit that is deeply rooted in our culture. These qualities make us uniquely Filipino, and we’re proud to showcase them,” she said.

According to her, 2GO aims to make customers feel at home in their vessels or stores by aligning with the FBSE. Its employees carry this goal by starting with the “Mabuhay” greeting, which aims to welcome people.

“Together, 2GO and DOT are committed to showcasing Filipino hospitality in every interaction with our customers,” she said.

The FBSE program is marked by the Filipino culture of being hospitable, and 2GO aims to extend this warmth to its customers.

“Our goal is to enhance each journey so that our passengers look forward to sailing with us again and again. This program isn’t just about meeting expectations; it’s about creating experiences that leave a lasting impression,” she explained.

Seal of excellence

Through the FBSE program, 2GO is set to elevate its service for customers, aiming for excellence.

“By embedding FBSE principles across our operations, we elevate our standard of service in a way that reflects the rich heritage of Filipino hospitality,” Cruz said.

Consequently, 2GO is carving a distinct place in the market through the program, marking its position as a provider of excellent service.

“As the only freight and logistics provider certified by DOT to carry the FBSE seal, 2GO stands out as an ambassador of service excellence, giving us a unique position in the market,” she shared.

The key initiatives of the program include FBSE training for all employees and vessel crew, integration of FBSE principles across all 2GO services, and cultivation of a culture that encapsulates the FBSE values.

“At 2GO, we’re committed to continually raising the bar in customer service. We actively seek customer feedback and use it to refine our processes, ensuring we exceed expectations,” she said.

Embodying ‘national brand’

The FBSE program is all about solidifying and embodying an undoubtedly Filipino branding.

“Embodying a national brand gives 2GO a distinctive Filipino identity grounded in warmth and malasakit. It’s a source of pride to join DOT in bringing hope and resilience to our customers, showing that, despite challenges, we continue to serve because they are at the heart of what we do,” Cruz said.

As a DOT ambassador that aims to be known for excellent customer service through the program, 2GO can promote the Filipino experience worldwide, inviting more people to visit the country.

“By championing the national brand, we not only strengthen our business but also contribute to the growth of the tourism sector and, in turn, the Philippine economy,” she said.

Through its partnership with DOT, 2GO is committed to delivering a uniquely Filipino service. This dedication not only benefits its customers but also contributes to the global image of the Philippines while setting a new standard for customer service in the industry.

Manila, Philippines – Jollibee Foods Corporation has recently disclosed that it has signed an agreement with a subsidiary of Titan Dining LP (Titan Fund) for the transfer of ownership and management of the Tim Ho Wan business from Titan Fund to Jollibee Group’s wholly owned subsidiary, Jollibee Worldwide Pte. Ltd (JWPL). 

This will be effected through the transfer of ownership of 100% of Tim Ho Wan Holdings Pte. Ltd. (TPL), the holding company of the Tim Ho Wan business, from a subsidiary of Titan Fund, to JWPL. Completion of this transaction is subject to closing conditions. After which, TPL shall be consolidated into Jollibee Group’s portfolio and financial reports.

Tim Ho Wan, with around 80 global store footprint across 11 countries, will be the flagship brand for Jollibee Group’s Chinese Cuisine segment. This brand is known for bringing the best of Hong Kong to the world through its world-renowned dishes Barbecue Pork Buns and other specialties such as the Steamed Rice Roll stuffed with Barbecue Pork, Pan Fried Turnip Cake and Steamed Egg Cake.

JWPL has held a 92% participating interest in Titan Fund since January 2024. Accordingly, its cash payment for the transaction shall only be the amount of SGD20.2m, corresponding to the 8% participating interest held by the other investors in Titan Fund.