Ahead of the Tangrams shortlist and winners announcements, we ask the 2021 jury member how she gauges effectiveness in her own work at the Filipino fast food giant and in the campaigns of others.
[The next generation is] questioning—actually, they’re refusing—to give their time and attention to brands without a purpose, says Naomi Yamamoto, COO at Shiseido.
A global evangelist for a much-beloved Pinoy brand at home, Flores' work continues to evoke emotional responses he carries with him abroad.
Comfort foods remain tops, but the prevalence of handset brands and service providers among the Philippines' strongest local brands shows mobility matters.
Consumer goods and local brand favourites rank more highly in this growing market, though big electronics names still dominate
Plenty of factors are at play for homegrown brands to win the trust and loyalty of local consumers.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins