Faaez Samadi Rick Boost
Jul 20, 2017

The brand opportunity in the Philippines

Campaign Asia-Pacific recently visited Manila and talked to two industry experts about how brands can succeed in such a cosmopolitan market.

It might be more fun in the Philippines, but is there more opportunity for marketers? As part of Campaign Asia-Pacific’s spotlight series, we went to Manila to find out the key insights brands need to know before entering or growing in ASEAN’s second-largest market.

Providing their expertise were David Guerrero, creative chairman at BBDO Guerrero, and Gino Borromeo, vice president and chief strategy officer at McCann Worldgroup Philippines.

Both said understanding the emotional psyche of Filipinos is key to success, as is getting on board with the fickle nature of a society very open to global brands, but not necessarily loyal to any of them. But with solid economic growth and an open, ambitious and mobile consumer, there are clearly significant opportunities for brands in the Philippines. 

Related: Philippines Top 100 Brands and consumer insights

Related Articles

Just Published

8 hours ago

New York Times to move digital operations out of HK ...

The international publisher will move part of its newsroom to Seoul.

8 hours ago

ADK announces new head in Singapore, sets up ...

The Japan-based network taps Takayuki Osaki, former Netflix and Nike marketer, to drive performance marketing and direct-to-consumer business growth.

8 hours ago

Why brands should tap into Asia’s growing football ...

Football appetite is surging regionally as a welcome distraction from COVID-19, giving brands the chance to align with this hugely positive social currency.

9 hours ago

Robots serve non-alcoholic beer in a 'bar' for one ...

A Heineken popup in Sydney promises a "brand new drinking experience”. Thanks, but we'll pass.