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

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…
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Q&A with Kantar PH Chief Client Officer Vicky Abad on Consumer Path to Purchase (Part 2)

Q&A with Kantar PH Chief Client Officer Vicky Abad on Consumer Path to Purchase (Part 2)

Insighting, interviews, Q&A
Vicky Abad brings with her 27 years of marketing and research experience in the arena of creating innovative products and solutions as well as helping build great brands. She is now Chief Client Officer for the Insights group of Kantar Philippines where she leads collaboration across Kantar operating brands to bring the best of the group to clients. Q1: In the consumers’ path to purchase, where should a market challenger intercept their competitors? VICKY: Ideally, brands should be able to intercept competition at discovery phase. This is to ensure that the brand will be given a good chance to be considered even before the consumer forms a clear opinion about another brand, at which point it may be difficult to change initial decision. However, as Gary already mentioned, there are…
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Q&A with P&G’s PH Country Head for Analytics & Insights Miko Biscocho on Insighting.

Q&A with P&G’s PH Country Head for Analytics & Insights Miko Biscocho on Insighting.

Insighting, interviews, Q&A
Michael Jonathan Biscocho is the country head for Analytics & Insights of Procter & Gamble Philippines, a position that he assumed at the age of 26 years old. In this role, he sits in the Philippines country leadership team and reports to the P&G Philippines General Manager. He recently took on additional responsibility as Gillette Country Manager. He was recognized as a Mansmith Young Market Masters Awardee (YMMA) in 2016 and has been granted multiple regional awards within P&G. Q1: What does it mean when people refer to insighting as "connecting the dots"? How would you describe "insighting"? A1: Insighting is the ability to uncover a truth that is not immediately obvious, but has meaningful implications on business choices once known. It combines starting from base knowledge that you have…
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Q&A Nielsen Executive Director John Patrick Cua on The Filipino Consumers

Q&A Nielsen Executive Director John Patrick Cua on The Filipino Consumers

Insighting, interviews, Q&A
John Patrick Cua is Executive Director of Nielsen Philippines and looks after the Consumer Packaged Goods Industry Group. He joined Nielsen in 2013 after 16 years with Procter & Gamble with 7 years based in the US and Singapore where he held regional and global roles related to Governance, Project Management and more recently leading and starting-up Business Intelligence solutions and Analytics teams. He shares his insights about the Filipino Consumers. Q1: Research showed how Filipinos were saving money and buying fewer clothes in 2016, which seemed surprising. Why was this so? Will this continue in 2017? A: Filipinos along with their Southeast Asian neighbors have been consistent in being avid savers. It is a positive indicator of financial health when you see consumers who are conscientiously planning their financial…
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Q&A with Leo Burnett Strategy Head Joy Santos

Q&A with Leo Burnett Strategy Head Joy Santos

Advertising, Insighting, interviews, Q&A
Joy Santos is currently the Head of Strategy for Leo Burnett Manila. She joined the agency in 2005 and transformed the Planning department into a key revenue stream by leading brand and communication initiatives for clients like McDonald’s and The Coca-Cola Company. Her strong strategic leadership propelled the agency to win major pieces of new business – Cebu Pacific, Fortune Tobacco, Pfizer, The Coca-Cola Company (Minute Maid) and Universal Robina Corporation, to name a few. She has served as jury for the APAC Effies and AMES. In 2015, Joy was named Southeast Asia Strategic/Brand Planner of the Year at the Campaign Asia-Pacific Agency of the Year Awards in Singapore. Q1: What is brand storytelling? How can it be used? A: Brand storytelling is no different from the usual storytelling. It’s…
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Q&A with Good Thinking Managing Director Issa Baron on Insighting

Q&A with Good Thinking Managing Director Issa Baron on Insighting

Insighting, interviews, Q&A
Q1: What is insighting and why should all companies, even small ones, generate insight? A: An insight is a latent consumer truth that brings about strong emotions (due to its relevance to the target segment). When clearly linked to the brand, an insight has the power to make consumers seriously consider a brand because it shares the same emotions and values as they have. It can make consumer see how a brand is able to solve an unresolved puzzle which may have been tucked back into the subconscious because of lack of appropriate solutions at current time. Q2: What made you specialize in insighting? A: Insighting is not a new concept. It was already being used by advertising agencies way back in 1992 when I started work with Lintas (now Mullen Lowe Lintas). It is how strategic planners create an interesting…
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Q&A with Research Guru Poch Cid on Consumer Decision Journey

Q&A with Research Guru Poch Cid on Consumer Decision Journey

Insighting, interviews, Q&A
Q1: What has changed in how consumers select products or services and what does this mean to marketers? A: Consumers are now much more able to get information on a brand that is not necessarily what the brand owner wants to say about it. Consumers are much more able to share their experiences on a brand, good or bad, and get an audience far larger than ever before. Consumers are increasingly able to find products or services in channels that are new and more convenient, which is on-line. All this is a result of the internet making all that information available and easy to generate and find. And all these empower the consumer to make their own decisions in ways not seen a few years ago. Marketers need to understand…
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Q&A with TNS Managing Director Gary de Ocampo on Insighting

Q&A with TNS Managing Director Gary de Ocampo on Insighting

Insighting, interviews, Q&A
Q1: What is insighting and why is it important for a marketer or a businessperson to have insight? A1: Insighting” is basically the process of understanding what consumers need or want. It is getting to the heart of people’s thoughts, motivations and behaviors to inspire business opportunity. In that simple definition, one can immediately understand why “insighting” is important – even necessary to most. Any business exists to satisfy the needs of the consumers of its products and services. How can a business know how to satisfy these needs if it does not know what these needs are in the first place? “Insighting” serves as basis for business ideas that eventually become products or service offers. Q2: How do you get insight? Will you get it each time you meet…
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Q&A with Anson Dichaves on Shopper Marketing

Q&A with Anson Dichaves on Shopper Marketing

Insighting, interviews, Q&A
Q1: What is the most often overlooked aspect of shopper marketing which should be very basic to all? Great shopper marketing starts with great shopper insight. Shopper marketing is marketing. Insight drives actions and solutions. Neuroscience proved that 99% of what we do are driven by subconscious behavior or what we usually call habit. People more or less buy the same things most of the time. Shopper marketing is all about influencing buying habits, and you can only do this by understanding what the habit is through shopper insight. Q2: You became the first global customer marketing director for Ponds in Unilever, then global head for shopper marketing for Philips consumer lifestyle division. After that you joined Nielsen as managing director for shopper research for Asia, Africa and Middle East.…
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