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 Unilever Marketing Director Ann Esteves on Marketing Planning

Q&A with Unilever Marketing Director Ann Esteves on Marketing Planning

Articles
Ann Esteves is marketing director of Unilever. She is Mansmith Young Market Masters Awards (YMMA) winner in 2016. She shares tips on how marketers can make their brands more authentic, relevant and talkable with some examples. Q1: Consumers demand authenticity nowadays. How can a brand show it? A1: Authenticity is achieved when a brand becomes absolutely rooted in the realities of the consumer - where every brand action not only reflects the consumer's insights, but empowers them to get the benefit they seek, and is delivered in a language they can relate to.  It also demands a fundamental shift in communication, where a brand no longer just broadcasts the message it wants to convey, but forms an ongoing, connected conversation between the brand and the consumer. Q2: Companies develop vision…
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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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