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

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…
Read More
Q&A with Nielsen Managing Director Stuart Jamieson on Digital Marketing Trends

Q&A with Nielsen Managing Director Stuart Jamieson on Digital Marketing Trends

Digital and Social Marketing, interviews, Q&A
Stuart Jamieson leads Nielsen’s Watch and Buy growth strategy in the Philippines as managing director since 2012. Concurrent to this role, Stuart is the cluster lead in the Emerging Markets group, overseeing the business performance of Thailand, Vietnam and Myanmar. He held various leadership roles in Nielsen’s businesses in Australia and New Zealand prior to his appointment to the Philippines. He shares insights on digital marketing trends in the Philippines. Q1: Webrooming (searching online but buying in physical stores) instead of showrooming (searching in physical stores but buying online) is a common Filipino practice. What could explain this habit? A: Shoppers want to know more about the product. A brand’s online presence allows potential consumers to know more about the product features and benefits and check out reviews. Trust is…
Read More
Q&A with Buensalido PR Digital Head Monique Buensalido on Digital Marketing

Q&A with Buensalido PR Digital Head Monique Buensalido on Digital Marketing

Digital and Social Marketing, interviews, Q&A
Q1: What is it like working in the PR company started by your mother? What is the succession planning like in your company? A: It's been great to finally watch my mother in action! She was one of the pioneers of public relations in the country, and it's amazing to see her sharp intuition, incredible vision, and fortitude come to life in her work. In terms of succession planning, she was always mindful to set up a strong a leadership team who could take over from her, comprised of our Accounts (now Managing) Director and Creative Director. She trained both personally and continues to work with very closely. I came on board as Digital Communications Director only last year to help build new skills and capabilities for the company. Buensalido…
Read More
Q&A with Yugatech Founder Abe Olandres on Blogging

Q&A with Yugatech Founder Abe Olandres on Blogging

Digital and Social Marketing, interviews, Q&A
Q1: You have come a long way from being a kid from Guimaras Island who was granted scholarship by the Ateneo de Manila University. Tell us how that changed things in your favor? A: I have always have big dreams when I was a kid so every chance I get, I try to grab it. Had a scholarship in high school and was lucky enough to also get a full scholarship in AdMU where I got my degree in Chemistry and Computer Engineering. My interest in the internet grew as I was introduced to it while in college. Getting thru college was hard and while I had help from relatives, I also had to do some extracurricular work like doing tutorials, some clerical work, selling MP3 CDs to classmates and…
Read More
Q&A with Digital Arts Network CEO Ed Mapa on Digital Marketing

Q&A with Digital Arts Network CEO Ed Mapa on Digital Marketing

Digital and Social Marketing, interviews, Q&A
Q1: You recently returned from working in Beijing. Can you tell us about the Online TV phenomenon in China? A1: China is the largest smart phone market and with the biggest number of internet users in the world. With such scale and having around 40% of its population under 30, this generation has all but abandoned TV with more than half of its media time spent online. More and more of the Chinese population are watching TV and films on mobile and PC. Unlike in the western world where online video watching is driven by short form or "snackable" content, China's rising appetite is in the long form video and the market is consuming TV plays, variety shows and movie content like crazy. For instance, a lot of young Chinese…
Read More
Q&A with Carmudi Country Manager Nicolas Boldt on Running A Start Up

Q&A with Carmudi Country Manager Nicolas Boldt on Running A Start Up

Digital and Social Marketing, interviews, Q&A
Q1: Your are part of the Rocket ecommerce group where your business model is about being a 'Fast Second' in concept but operate in emerging countries, how better or different do you tweak the original concept to suit the countries you operate? (Note to readers:  "Fast Second" is a concept that discussed those who are not the originators but who do things faster while changing something a bit, learning from mistakes of the originator.) Rocket Internet brings the ease and convenience of e-commerce to all these emerging markets. The basic business model of our vehicle platform remains the same. We bring car classifieds online, and sellers can advertise their vehicles for buyers all over the Philippines. However, we do not take the intricacies and cultural differences of each country for…
Read More
Q&A with ABS-CBN Chief Digital Officer Donald Lim on Social Media Marketing

Q&A with ABS-CBN Chief Digital Officer Donald Lim on Social Media Marketing

Digital and Social Marketing, interviews, Q&A
Q1: What are some of the most often made mistakes companies do in social media marketing? For me, the biggest mistake is mismanagement of expectations. In my experience, most brands use social media to collect fans, and use the number of likes or followers as the metric of success. Then, they evaluate ROI of social media through sales, which in my opinion, is the weakest area of social media. Social media is used for brand engagement, to create affinity with the brand. Nowhere does social promise an increase in sale, but most brands try to tie social media initiatives to sales. But then, when a lot of brands started going into social, those who didn’t will follow the bandwagon and start creating facebook pages. You would be surprised that four…
Read More
Q&A with WhenInManila.com Editor Vince Golangco on Blogapalooza

Q&A with WhenInManila.com Editor Vince Golangco on Blogapalooza

Digital and Social Marketing, interviews, Q&A
Q1: You spent a few years with the US Navy when you were in your early 20s. What made you enter the navy and what habits did you get there that you continue to practice today? Pretty much, my life wasn’t anything worth talking about after dropping out of high school. I really didn’t value education yet back then so I guess I was really still searching for myself. My first ever job was at Burger King in Los Angeles, and I kept in touch with my friends from there. I was already working at the mall then, at Mervyn’s, which is like a department store part of the mall, like SM or Robinson’s department store. I was doing great and as one of the youngest ones there, at just 17, they already wanted to promote me to…
Read More
Q&A with MommyMundo’s Janice Crisostomo-Villanueva on Entrepreneurial Journey

Q&A with MommyMundo’s Janice Crisostomo-Villanueva on Entrepreneurial Journey

Digital and Social Marketing, interviews, Q&A
Q1: I have known you since the mid 1990's, when you were a young partner of a struggling start-up. Although it became successful, the map business was eventually dissolved after 5 years, what lessons did you learn from that early entrepreneurial experience? It's been exactly 20 years since I met you, Josiah, when you mentored me and my friends on the publishing business we set up. We were driven by sheer passion and belief in our product which was the MUST Handbook- an all-in-one map+directory guidebook for motorists and travelers in Manila. With the determination and energy that go with being young entreps, we were able to get major corporations onboard to support our book with advertising funding, had the publication produced in Hong Kong and then Singapore, got two…
Read More
Q&A with Tricia Gosingtian, Founder and blogger of blog.triciagosingtian.com on Blogging

Q&A with Tricia Gosingtian, Founder and blogger of blog.triciagosingtian.com on Blogging

Digital and Social Marketing, Marketing Plan in the Philippine Setting
Q1: You have many followers and are branded as Manila's top fashion blogger. What inspired you to start blogging while you were still a student? Blogging came to me early on. In high school, I created a private blog that was only viewable by my closest friends so I could practice my love for graphic design and computers by creating layouts and coding html for them and myself at the same time. In early college, I practiced photography professionally and created an online portfolio on the Internet to share my photos, which eventually turned into a blog of some sort to show people behind-the-scenes snapshots of my photo shoots with models. The more serious part came around 2009, just when personal style blogs were gaining momentum and critical mass. I…
Read More