The Marketing Mentor

12Jul 2019 by Josiah Go No Comments

Q&A with Dentsu Aegis Network Chief Digital Strategy Officer Bea Atienza on Digital Marketing

Digital and Social Marketing, interviews, Q&A

Bea Atienza is the Chief Digital Strategy Officer of Dentsu Aegis Network. She was formerly Strategy Lead of Edelman Digital Singapore, Head of Strategic Planning in Wunderman Singapore and Digital Strategist of Commonwealth (a McCann company) in Shanghai, China. She acquaints us with her role as a strategy planner as well as the trends in digital marketing that she has been spotting. Q1: You have been a strategy planner, how important is it to be a full stack planner in a digitalized economy and what does it take to be a full stack advertising planner nowadays? A1: One of the most important things I've seen through more than a decade doing digital is how critical it is to consider context alongside communication and content. The traditional planning discipline usually leads…

05Jul 2019 by Josiah Go 1 Comment

Q&A with McDonald’s PH Director for Strategy and Insights Loreann Villanueva on the Value of Insights

Insighting, interviews, Q&A

Loreann Villanueva is the Director for Strategy and Insights of McDonald’s Philippines. She was formerly the Business Unit Head of GSK in the Philippines and Global Marketing Manager of GSK based in Belgium. A Mansmith Young Market Masters Awards (YMMA) winner of 2010, she shares about the importance of insights in this interview and will share more marketing tips in the 1st Mansmith Brand Summit on July 9, 2019 in RCBC Theater, Makati. Q1: Why is it important to have insights before formulating marketing strategies? A1: When we talk about insights, we need to recognize that they are more than just data and information. They reflect a deep understanding about the consumers or the patients (in the field of pharmaceutical business). Leveraging on insights allows us the ability to create…

01Jul 2019 by Josiah Go No Comments

Strategy and Execution

Articles

My special thanks to People Management Association of the Philippines (PMAP) President Gerry Plana and Vice President Lin Mukhi for inviting me to speak about Strategy and Execution in their CEO – CHRO Collaboration Forum last March 8, 2019. In the said forum, I proposed that the HR manager should take on the role of Chief Execution Officer. In a business, the offering model is owned by the marketing manager with the operations manager for the operating model and the finance manager for the finance model. And with the HR manager as Chief Execution Officer, he can then empower everyone to get their strategy implemented well through various tools they can use, thus, becoming the second "CEO". 3C's of Execution and 3C's of Capability…

28Jun 2019 by Josiah Go No Comments

Q&A with Cargill PH Managing Director Sonny Catacutan on Sales Performance Management

interviews, Q&A

Sonny Catacutan is a seasoned marketing and business development professional. He leads Cargill’s animal nutrition business in the Philippines as its Managing Director. The business, which continues to bring some of the most trusted brands of animal feeds and premixes, continue to grow their innovative portfolio to provide swine, poultry, and aqua feed, along with premix solutions. For more than 15 years, he has dedicated to forming a generation of sales professionals who are passionate about customer-centered service. He tells us how to keep being better than before in sales performance and will share more inputs on sales performance during the 1st Mansmith Sales Summit on July 4, 2019 in RCBC Theater, Makati. Q1: How should sales goals best be formulated by companies? A1: Sales goals serve as the north…

21Jun 2019 by Josiah Go No Comments

10 Things a Magician Taught Me About Presentation

Articles

My wife and I visit Sydney annually the last few years. One of the places we have visited was the Australian Museum of Magical Arts headed by a Greek named James Karp. The museum is located along Riley street, two blocks away from the bigger Australian Museum. The Australian Museum of Magical Arts has a small frontage, inside is a 50-seater theater restaurant where magic shows are held every weekend. I wish every museum offers option to watch an interactive show instead of their usual personalized tour. I dreamed of performing as a magician when I was young and enjoyed both the tour on a friday and returned for the dinner show the next night. I picked up 10 lessons from magician James and asked permission if I can write…

12Jun 2019 by Josiah Go No Comments

10 Marketing Strategies of a Smart Taho Vendor

Articles

Jun took over his father’s job as a taho vendor twenty years ago when his father became too weak to carry the 25-kilo, twin aluminum buckets of taho (silken tofu), sago pearls and syrup. As a second generation micro-entrepreneur, he typically wakes up at 3 AM every day, prepares the taho with his supplier, then takes a public jeepney ride from his Cubao base to an upscale subdivision about three kilometers away. In this upscale subdivision of over 400 or so residential houses, he sells an average of P1,500 a day with a 40% margin grossing him P600 daily income for a sold out 25-kilogram inventory. He sells a combined average of 50 big cups of taho at P20 each, and 50 small cups at P10 each. His taho would…

07Jun 2019 by Josiah Go No Comments

Q&A with Rebisco’s Head of Marketing Operations and Capabilities Juan Paolo Gonzales on Marketing Analytics

interviews, Q&A

Juan Paolo Gonzales is the AVP Marketing Operations and Capabilities of Rebisco. He was formerly a Marketing Manager of Colgate-Palmolive and was based in Thailand. He launched Del Monte Fit n Right in the Philippines. He won the Mansmith Young Market Masters Awards in 2008. He teaches Marketing Analytics at the University of Asia and the Pacific. Paolo will share more marketing tips during the Mansmith Brand Summit on July 9, 2019 in Rcbc Theater, Makati. Q1: What analytics questions should marketers ask to make smarter decisions? A1: There's a lot. For this purpose, allow me to identify some which I think are fundamental and yet are often ignored. The first one is, "What is the size of the prize?" In our aim to move fast, we go straight to implementing an…

31May 2019 by Josiah Go No Comments

Q&A with Wellmade Manufacturing Managing Director Joseph Cruel on New Product Development

interviews, Q&A

Joseph “Chay” Cruel is the Managing Director of Wellmade Manufacturing, makers of Speed detergents, Speed Power Duo, Sulit, and Budget detergent bars, Winrox bleach, and Select Soy sauce and vinegar . He was formerly Vice President of Business Development and International Business of Asia Brewery, Inc. (ABI). Prior to this, he launched C2 Cool & Clean, the first RTD tea entrant in the market, in his capacity as Senior Product Manager of Universal Robina Corporation (URC) where he won the  Mansmith Young Market Masters Awards in 2006. He talks about new product  development in this interview and will share more marketing tips in the 1st Mansmith Brand Summit on July 9, 2019 in RCBC Theater, Makati.  Q1: How can marketers identify opportunities in their product development process? A1: It will…

24May 2019 by Josiah Go No Comments

12 Marketing Lessons from the 2019 Senate Elections

Articles

There are lessons once again to process at the conclusion of the May 13, 2019 elections for senators and local officials. While there were interesting changes and surprises at the local level which saw the fall of some of the mightiest political dynasties, the national level was a different but maybe not so surprising story all together. None from Otso Diretso, a Liberal Party-dominated coalition, made it as senators -- not even former senators Mar Roxas and Bam Aquino, both having high awareness levels of 99% and 95% respectively (source: Pulse Asia). What might be an explanation to this? This article will be limited to the marketing aspect of the Otso Diretso campaign and will not dwell on other aspects of this elections, such as the 7-hour computer server glitch, and…

11May 2019 by Josiah Go No Comments

Q&A with URC VP-Sales Oscar Villamora, Jr. on Sales Transformation

interviews, Q&A

I had an insightful conversation with Oscar Villamora, Jr., who was appointed as the Vice President for Sales of the Universal Robina Corporation (URC) in May 2018. Oscar was recognized as a Mansmith Young Market Master Awardee for Customer Development in 2010 when he was still a National Sales Manager for a multi-national firm. Even then, he had his sights clearly set on the long-term business health of the organization while balancing out the short-term results. He is passionate on developing the leadership pipeline and ensuring business is done with correct values and principles. Today, Oscar shares with us how to align for sales transformation. He will share more sales leadership tips during the Mansmith Sales Leadership Summit on July 4, 2019 in Rcbc Theater, Makati. Q1: What do you…