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…
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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 Cargill PH Managing Director Sonny Catacutan on Sales Performance Management

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

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

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

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…
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Q&A with Mansmith YMMA Head Matt Pardiñas on Advocacy Marketing

Q&A with Mansmith YMMA Head Matt Pardiñas on Advocacy Marketing

interviews, Q&A
Matt Pardinas won the Mansmith Young Market Masters Award (YMMA) in 2014 when he was the head of marketing and sales of Rags2Riches, a for-profit social enterprise. He decided to join marketing training firm Mansmith and Fielders, Inc. in 2017 as Project Chair of the Mansmith Young Market Masters Awards (YMMA), the first YMMA winner to head the project, and Vice President of White Space Club, a networking club of millennials. He shares his experience in advocacy marketing. Q1: What got you involved in marketing various advocacies? A: The desire to do something good, something more, started when I learned in grade school about how St. Aloysius Gonzaga believed that he was born for greater things; and I thought I want to believe the same and do great things –…
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Q&A with Carmen’s Best President Paco Magsaysay on Assembling the Marketing Mix

Q&A with Carmen’s Best President Paco Magsaysay on Assembling the Marketing Mix

interviews, Q&A
Carmen’s Best is a well-loved, high quality, premium-priced ice cream in the Philippines. CEO Paco Magsaysay, who received the Agora Awards for Entrepreneurship in 2018, shares with us how he packaged the marketing mix of Carmen’s Best to come up with a product that boasts an eager and loyal following. Q1: What made you launch another ice cream brand in the Philippines? A1: My father, former Senator Ramon Magsaysay, Jr. and some of his friends decided to put up a dairy farm in 2007.  This came about as the Philippines imports 99.6% of its dairy needs, and they saw prime business opportunity. The group’s intention was to sell fresh milk in the local market. In 2008, my father asked us to come in and help sell the fresh milk, of which…
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Q&A with Christina Lao, Marketing Director of McDonald’s Philippines on Formulating Your Big Idea

Q&A with Christina Lao, Marketing Director of McDonald’s Philippines on Formulating Your Big Idea

interviews, Q&A
McDonald’s Philippines marketing director Christina Lao won the Mansmith Young Market Masters Award (YMMA) in 2010. Under her leadership where she supervises a talented group of millennials, overseeing menu innovation, brand communications, digital marketing, family marketing, local store marketing, and customer care, McDonald’s Philippines received the Hall of Fame Award from the Philippine Association of National Advertisers (PANA) for winning the Grand PANAta Award, its highest accolade, for three consecutive years. She also led McDonald’s Philippines in receiving the Brand Builder of the Year for the McDelivery Pin campaign during the 2018 PANAta Awards, Ad of the Year during the inaugural 2018 YouTube Ad Awards for “Wait Lang Po”, and the highly coveted Advertiser of the Year Award during the 2018 Philippine Boomerang Awards. Kring has happily imparted her marketing…
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Q&A with Mynt CMO Chris Manguera on Behavior Modification

Q&A with Mynt CMO Chris Manguera on Behavior Modification

interviews, Q&A
Chris Manguera is the Chief Marketing Officer of Mynt. He won the Mansmith Young Market Masters Awards (YMMA) in 2018 and shares his insights about the mobile money and micro lending business. He will share more marketing tips during the 10th Market Masters Conference on April 3 at SMX Aura. Q1: Mobile money continues to soar as a lifestyle product. What's the market penetration here compared to other Asian countries? What accounts for the differences/similarities? What do you expect market penetration to be like in 5 years? A1: Philippines may have been growing in terms of mobile money user base the past 3 years, but it is still relatively low in terms of market penetration compared to other more advanced countries in mobile payments like China, India, South Korea, Indonesia,…
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