The brand opportunity in the Philippines

It might be more fun in the Philippines, but is there more opportunity for marketers? As part of Campaign Asia-Pacific’s spotlight series, we went to Manila to find out the key insights brands need to know before entering or growing in ASEAN’s second-largest market.

Providing their expertise were David Guerrero, creative chairman at BBDO Guerrero, and Gino Borromeo, vice president and chief strategy officer at McCann Worldgroup Philippines.

Both said understanding the emotional psyche of Filipinos is key to success, as is getting on board with the fickle nature of a society very open to global brands, but not necessarily loyal to any of them. But with solid economic growth and an open, ambitious and mobile consumer, there are clearly significant opportunities for brands in the Philippines. 

Related: Philippines Top 100 Brands and consumer insights