young market masters awards - The search is on for the next

T H E 1 1 th
MANSMITH
YOUNG
MARKET
MASTERS
AWARDS
An advocacy project organized and presented by
MANSMITH AND FIELDERS, INC.
MESSAGE
from the ceos and
mansmith ymma founders
Dear Friends and Clients of Mansmith and Fielders,
As the Mansmith Young Market Masters Award (Mansmith YMMA)
enters its next decade, it is but timely to reflect on what has gone
before and how we “forsee” the future. Of course, we are led
by the constant need for change and paradigm shifts in an
industry that demands this – to be the best among many,
to be ahead of the game, to be ready for the next big
thing – because that is now the minimum requirement
and the industry expects no less from its marketers.
And yet we are humbled by the thought: “We are but
one of many ideas against a greater imagination
(James Emlund)”. The challenge therefore is how
do we Filipino marketers keep raising the bar
of excellence, how do we create enabling
environments, or even, how do we make our
country proud?
An advocacy project organized and presented by
Mansmith and Fielders, Inc.
T
These individuals have proven they can make things
happen by formulating and implementing responsive
and creative marketing and sales strategies that
change the way business is conducted in their fields.
This project seeks to honor young achievers, 35
years old and below, who excel in marketing, sales
and entrepreneurship, and whose achievements
encourage and inspire young people to be innovative
entrepreneurs and outstanding brand builders.
The Mansmith YMMA is all about young men and
women making their mark, young as they are. It
is about promise becoming reality; with actual
successes coming from talent in seeing possibilities
and making them come true, in differentiating their
brands, and finally creating value that brought their
industry’s standards to the next higher level.
he MANSMITH YOUNG MARKET MASTERS
AWARDS (MANSMITH YMMA) is one of
Mansmith and Fielders, Inc.’s advocacies,
aimed at providing INSPIRATION by recognizing
excellent Filipino marketers, sales managers and
entrepreneurs as today’s role models.
The Mansmith YMMA does not collect fees from the winners. All nominees are thoroughly back-checked by research giant TNS with Kantar
Worldpanel, and a distinguished board of judges further ensures the integrity of this award.
2
This second decade that lies before us
is the canvas by which we are able to
experiment with courage, bravely facing
risks. As marketers, we never let pass
that opportunity to innovate. The same
can be said about today’s young Filipino
marketing talents who are the models of
future generations of Filipino marketers.
But even when they come from an era of
digital evolution, creativity, hard-work and
tenacity are still what gets them there;
some things never change.
Continuing the Mansmith tradition of
recognizing and celebrating successful
young marketers, we come together with
faith for a future filled with creativity,
passion and inspiration of which our
destination is always greatness.
3
The Mansmith team would like to thank the
following for without them, this event would not have
been possible:
• Our distinguished board of judges—
Bienvenido Niles Jr., Henry Lim Bon
Liong, and Yoly Villanueva-Ong — who
took time out from their busy schedules to
meticulously deliberate, using their wisdom
and experience, to determine this year’s
deserving winners
• Abenson and Waters Philippines, our platinum sponsors
• TNS and Kantar Worldpanel, our research partners
• Philippine Franchise Association and
Philippine Retailers Association, our
official sponsors
• Philippine Daily Inquirer, our print media partner
• Microdata, our audio-visual partner
Thank you as always for your continued belief
in and support for many of our advocacies for the past
several years.
This year, our 11 th year, we have 11 awardees
– coming from different industries and with different
marketing stories of achievement and innovations to
share.
Congratulations to our 11 th batch of Mansmith
Young Market Masters Awardees:
4
• Michael Jonathan Biscocho,
Procter & Gamble Philippines
• Dorothy Dee-Ching,
Unilever Philippines, Inc.
• Joseph Cimafranca III,
GlaxoSmithKline Singapore
• Anna Milagros Datu-David,
Unilever Philippines, Inc
• Maria Kris Ann Dimaculangan,
Johnson & Johnson Philippines.
• Maria Carmela Guinhawa-Gabunada, GlaxoSmithKline Philippines
• Reynaldo Gabunada Jr.,
Nestle Philippines Inc.
• Gretchen King,
Nutri-Asia Inc.
• Carlo Pocholo Perreras,
Golden Arches Development Corp.
• Elaine Uy,
ABS-CBN Corp.
• Nicole Marie Villarojo,
Procter & Gamble Philippines
On our next decade, we continue the journey
with hope and excitement because there will always be
wonderful stories to tell – for the fire is burning, and
the spirit of excellence will always inspire. The Filipino
marketer makes this world a better place, and will
continue to do us proud.
Very truly yours,
Josiah Go
Co-founder
Mansmith Young Market Masters Awards
Chairman
Mansmith and Fielders, Inc.
Chiqui Escareal-Go
Co-founder
Mansmith Young Market Masters Awards
President and Managing Director
Mansmith and Fielders, Inc.
THE JUDGES
Henry Lim Bon Liong
Chairman AND CEO
Sterling PAPER Group OF COMPANIES
D
r. Henry Lim is currently the Chairman & Chief Executive Officer of the Sterling Paper Group of Companies, a
diversified business engaged in manufacturing of paper products, importation and distribution of school and
office supplies, furniture, retailing, call center, real estate development and agriculture. The Group is comprised of
Sterling Paper Products Enterprises, Inc., Central Book Store, Inc., Expressions Stationery Shop Inc., S.P. Properties,
Inc., SL Agritech Corporation, Sterling Global Call Center, Inc., LSL Corporation and SL Hybrid Rice Research Center
Inc.
He is also the Executive Vice President of Federation of Filipino-Chinese Chamber of Commerce & Industry,
Inc., Chairman of the Food Security Committee of Philippine Chamber of Commerce and Industry, Inc., Director
of Philippine Stationers Association, Inc., Philippine School Pad and Notebook Manufacturers Association, and
Association of Paper Traders of the Philippines.
Among his recent awards are ASEAN Business Awards 2015 under the category of Priority Integration Sector
(PIS) - Agro-based (Kuala Lumpur), Most Promising Entrepreneur Award 2014 by Enterprise Asia, Finalist for Asia
CEO Awards 2013, The BOSSING of 2011: Heroes of Business & Filipino Pride by PLDT SME Nation, Finalist for
“Entrepreneur of the Year 2005” by Ernst & Young, Agora Awardee Year 2004 for Entrepreneurship Category by PMA,
Received Plaque of Commendation by the China National Hybrid Rice Research and Development Center, Hunan,
China for the successful development of SL series hybrid rice in the Philippines in September 2004, and received
Plaque of Commendation by the Department of Agriculture for the significant contribution in the research and
development of hybrid rice in the Philippines in May 2004.
He graduated from the University of the Philippines with a degree in B.S. Mechanical Engineering and took his
Executive Education Program in Harvard Business School. He was awarded a Doctor of Humanities in Foundation
University, Dumaguete City and a Doctor of Science in Polytechnic University of the Philippines.
5
Bienvenido ‘Nonoy’ Niles, Jr.
Chairman and Lead Consultant
Boomerang Research Advisory
B
ienvenido ‘Nonoy’ Niles is currently Chairman and Lead Consultant at Boomerang Research Advisory. He also
serves as a Commissioner in the Philippine Racing Commission, Director of Barangay San Lorenzo Business
Association and IBIZ Technologies. He is the immediate past Chairman of the Advertising Board of the Philippines
(AdBoard), was a part-time faculty member in the Ateneo De Manila JG School of Management, past President of
the Foundation of Ateneo Management Engineers (FAME) and a four-time President of the Marketing and Opinion
Research Society of the Philippines (MORES).
Nonoy assumed the position of President of The Nielsen Company – Asia Pacific Region from 2003 to 2009. In
this role, he was the leader of the Executive Committee based in Hong Kong and was responsible for the overall
management, business performance and strategic direction of The Nielsen Company in the region that includes
North, Southeast, South Asia and the Pacific.
Over a 40-year career, Niles has become one of the most respected market research practitioners and leading
management professionals in Asia. He is also the recipient of the Philippine Marketing Association’s Agora Award
for Regional Marketing Excellence, the Nielsen Asia-Pacific Award for Exemplary Leadership and the Award for
Exceptional Leadership in Driving World Class Employee Satisfaction.
He has been invited to speak in numerous conferences and seminars locally and regionally on marketing and
marketing research topics. Niles earned a degree in Management Engineering from Ateneo de Manila University
and completed various leadership and business courses conducted by Macquarie University, Miami University and
Duke University.
6
Ma. Yolanda Villanueva-Ong
Founder
Campaigns Group Of Companies
Y
oly Villanueva-Ong is the founder of Campaigns Group of Companies (Campaigns & Grey, CAPRI, Camp Cebu,
Camp Apple, Neuron, CSR & Bacon Brand Activation).
Her numerous achievements in the advertising industry include serving as Chairman of the Association of
Accredited Advertising Agencies-Philippines (4As-P) in 1989 to 1990 and in 2006 to 2007. She also chaired the
extremely successful 20th Advertising Congress in Subic. She is the Founding President of the Creative Guild of
the Philippines, which conferred on her the Lifetime Achievement Award in 2002. That same year, she received the
Industry Maverick Award at the 4As-P Advertising Summit. She was also the first Filipino to judge in the prestigious
CLIO Awards in New York, in 1994.
In 2006, the International Association of Business Communicators (IABC) recognized her as CEO Excel Awardee.
She was a finalist for Socially Responsible Entrepreneur in the First Entrepreneur of the Year Awards in 2004,
an AGORA Awardee for Outstanding Achievement in Marketing Management in 1999 and a TOWNS Awardee for
Communications: Social Marketing in 1995.
In 2002, Yoly Ong earned her Master of Public Administration degree at the Harvard Kennedy School of Government
in Cambridge, Massachusetts where she garnered two prestigious awards – the Lucius Littauer Award and the
Mason Fellows Award.
She graduated with a Bachelor of Arts, Major in Journalism, from the University of the Philippines. The UP
MassCom Alumni Association, of which she was President from 1995 to 1997, honored her with the Professional
Achievement Award in 1990, and the UP Alumni Association in turn gave her the Outstanding Professional Award in
Mass Communications in 2002.
7
The 11th Mansmith Young
Market Masters 2015-2016
8
AWARDEES
Flanked by Mansmith YMMA founders
Josiah Go (1st from right,) and Chiqui Escareal-Go (1st from left),
the 11th Mansmith Young Market Masters Awardees are:
(standing from left) Pocholo Perreras (Golden Arches Development Corp.), Anna Datu-David (Unilever Philippines
Inc.), Reynaldo Gabunada Jr. (Nestle Philippines Inc.), Carmela Guinhawa-Gabunada (GlaxoSmithKline
Philippines), Michael Biscocho (Procter & Gamble Philippines), Joseph Cimafranca III (GlaxoSmithKline
Singapore); (seated from left) Elaine Uy (ABS-CBN Corp.), Kris Ann Dimaculangan (Johnson & Johnson Phils.),
Gretchen King (Nutri-Asia Inc.), Dorothy Dee-Ching (Unilever Philippines Inc.),
Nicole Villarojo (Procter & Gamble Philippines)
9
Michael Jonathan Biscocho
Country Head for Consumer and Market Knowledge - Procter & Gamble Philippines
Mansmith YMMA Awardee for Business Development
M
iko currently leads the Consumer and Market Knowledge (CMK) function for P&G Philippines. This function
leads deep understanding of the consumers and markets that P&G serves, translates that into meaningful
insights and drives strategic plans that will grow the business across brands and channels.
At 27 years old, Miko is the youngest member of the P&G country leadership team, youngest direct report to the
P&G Philippines President and first Filipino CMK country leader in eight years. He has been well-awarded in the
company, including being a three-time recipient of Recognition Shares (highest award given to junior and middle
managers) within his first four years of joining P&G.
In his prior role working on the P&G ASEAN business, Miko delivered strong business results by identifying
opportunities and developing plans for execution. In Indonesia and Thailand, he identified the huge opportunity in
minimarkets and convenience stores then quickly translated these into guiding principles that have been reflected
in their in-store executions. He increased the number of P&G products in the baskets of retailers by an average of
+1 product in the same period. These led to high double-digit sales growth and value share growth year-on-year.
He also identified go-to-market opportunities for their ASEAN Distributor Operations business and enrolled Sales
Leadership to execute the direction and interventions. He developed the guide for successful trade promotions
and framework for sequencing key drivers in traditional stores which enabled distributor teams to know which to
prioritize first. After the interventions, there was a turnaround in the sales results, with sales growth rate doubling
in the second half of fiscal year 2013-2014 versus the first half.
As he took on the Philippines CMK leadership role, he quickly led the strategy review process for P&G Philippines,
using a multi-lens framework that clearly articulated the biggest growth opportunities.
Miko has incredible passion for people development. He was recognized as one of the Model Coaches for
Consumer and Market Knowledge in Asia, in part for his dedication in developing Filipino talent. He was also
awarded as the Most Promising Trainer in P&G Asia for the corporate trainings that he has run in the Philippines
organization.
On weekends, Miko teaches at the Ateneo de Manila University, where he is consistently ranked among the top
professors in the John Gokongwei School of Management. He has also been invited to speak at a broad range
of external events, including the APEC SME Leadership College, the American Chamber of Commerce Youth
Leadership Program, the PAG-IBIG National Marketing Conference and research conferences in Singapore and
Kuala Lumpur.
Miko has always believed that at its core, the work that they do in CMK is business development – for only with a
delighted consumer can a business thrive for the long-term.
10
11
Dorothy Jane Dee-Ching
Marketing Director for Hair - Unilever Philippines, Inc.
Mansmith YMMA Awardee for Marketing Management
U
nilever Philippines is home to one of the biggest Hair Care businesses in the country. As Marketing
Director, Dorothy developed the Unilever Hair Strategy & Financial Growth Model which enabled the team
to differentiate, prioritize and maximize growth. Knowing that each brand had specific challenges, Dorothy
focused on building brands based on 3 Principles: (1) Stay relevant by having a deep understanding of the
consumer (2) Max the mix by leveraging on key 6P advantage/s (3) Rise above the clutter with magical brand
experiences. Doing these have led to the successful Cream Silk Reborn, Sunsilk Turnaround, Dove Supergrowth and
TRESemme Premiumization, enabling Total Unilever Hair to grow!
Cream Silk Reborn: Amidst challenge by competitors, Cream Silk re-established itself as the gold standard in
conditioners by reinforcing its functional superiority through “Hair Reborn Technology” and its beauty credentials
through upgraded imagery. To bring this to life, Dorothy worked with the team to deliver Cream Silk Hair Sonata:
The World’s First Hair Symphony Orchestra where Cream Silk-conditioned 10x-stronger human hair violin bows
were used to create music and Cream Silk Beyond Beautiful Campaign which launched an unprecedented 150
Filipina brand ambassadors. Cream Silk is now growing with a strong three-year Compound Annual Growth Rate
(CAGR), remains to be the number one hair brand and continues to drive the category.
Sunsilk Turnaround: Amidst waning brand relevance, Sunsilk re-connected with the Mass consumer by focusing on
her need for smooth and fragrant hair and communicating this in a fun and joyful way. To bring this to life, Dorothy
led the team to develop Sunsilk’s Bangong Nakakagigil Campaign which leveraged on the brand’s “Fruity, Floral
Fragrance” showcased through the Hairkada adventures and magnified across channels. Sunsilk is now growing
with an amazing three-year CAGR, reached its highest-ever shares and overtook competitor in Brand Equity Score.
In addition, Sunsilk Pink is now the number one shampoo variant in the Philippines.
Dove Supergrowth: Amidst limited understanding of damage, Dove focused on consistently making Damage
relevant while building its Damage Care credentials. To bring this to life, Dorothy and the team developed Dove’s
Damage Care Campaigns year-on-year including the latest “Go Play with your Hair. Dove repairs Damage in just
1 minute”, supported by an integrated media plan. Dove is now growing with a great three-year CAGR, reached its
highest-ever shares and is differentiated in Damage Repair attribute. Today, it is one of the fastest growing Dove
Hair markets in the world.
TRESemme Premiumization: Amidst established players, TRESemme differentiated itself by focusing on the
Premium Consumer and her more sophisticated hair needs while building its Salonization credentials through the
launch of “Keratin Smooth”. To bring this to life, Dorothy led the team to stage TRESemme Runway Ready: the
country’s 1st ever backstage fashion show which showcased salon professionals applying TRESemme products on
models through a live, choreographed hairstyling show on the runway. TRESemme is now growing with a fantastic
two-year CAGR, the no. one hair brand in key Personal Care stores and e-Commerce sites and gaining credibility
among beauty experts.
With a solid strategy, a clear roadmap and flawless execution, Total Unilever Hair is now growing consistently
fueled by strong performances across key brands, growing competitively reaching its highest-ever shares and
sustainably with improving brand equity scores – ensuring Unilever Hair is ready to grow not just today but more
so, for the future.
12
13
Eduardo Joseph Cimafranca III
South East Asia Area Sr. Brand Manager – Sensitivity & Acid Erosion Category
GlaxoSmithKline Consumer HealthCare Pte Ltd, Singapore
Mansmith YMMA Awardee for Brand Management
S
ensodyne’s vision is to create a future where every Filipino is sensitivity-free. In the Philippines, 9 out of
10 Filipinos suffer from sensitive teeth/pangingilo. However, majority of them do not proactively manage
this condition because they do not see the relevance of using a specialized toothpaste as they think that
the problem is not serious enough. Therefore, Sensodyne was given the task to drive and intensify relevance
of managing sensitive teeth to address the urgency to treat the condition. The brand was tasked to effectively
communicate that sensitive teeth does have a negative impact to everyday life, and addressing it will make each
one now fully enjoy the food and enjoy the good times that go along with it.
As an action, Sep launched the Sensodyne “Say No to Ngilo” Relevance campaign in 2014 and further intensified
this in 2015. The campaign involves a strong, compelling and integrated marketing communications consisting of
high impact consumer, shopper and expert programs to drive conversion and brand preference.
To win with consumers, Sep launched new above-the-line advertising campaigns driving the proposition of food
and social enjoyment without sensitivity. He set up the Sensodyne digital and PR ecosystem, and strategic digital
partnerships that drove category leadership online. Furthermore, Sep championed effective on-ground activation
programs that brought the brand and dentists to the people to drive education on the condition as well as purchase
persuasion.
To win with shoppers, Sep helped drove and establ mizing availability by having the right SKUs in the right stores,
driving impactful brand visibility and building the specialized therapeutic category in-store, and promoting offtakegeneration through effective shopper programs and activities.
To win with experts, Sensodyne leveraged on the power of dentists to drive proactive diagnosis of sensitive
teeth in their clinics while leveraging on GSK science and brand differentiators to strengthen recommendation of
Sensodyne as the best clinically proven solution. Key expert programs led to fortifying the scientific leadership
equity of the brand with dentists who are top influencers for consumer choice.
As a result, Sensodyne Philippines achieved the fastest net sales growth in Asia at +59%. It drove market-beating
consumption growth – 24x faster than the category. It led to 3x brand penetration increase and 2x brand equity
improvement. Sensodyne also now owns the sensitive teeth or “pangingilo” space in the hearts and minds of
Filipinos. Sensodyne was able to further solidify its no. one position in being the top choice for dentists for
sensitive teeth. Key elements of the campaign were also highly recognized and gained multiple awards: South
East Asia PR Campaign of the Year Gold Award by the 2015 Asia PR Week Awards, GSK Global Digital Competition
Winner, and Watsons Best Beauty Mall Animation of the Year Award.
Due to stellar business results and individual performance, Sep was awarded multiple distinctions as well: GSK
Philippines “Employee of the Year”, GSK Philippines Global Employee Award for Team Excellence, and GSK South
East Asia Region Global Employee Award for Individual Excellence.
In his new regional role, Sep now oversees the sensitivity and acid erosion category for the entire South East Asia
region to further drive the mantra for Asians to say no to ngilo, and say yes to those great little moments.
14
15
Anna Milagros Datu-David
Marketing Director for Skin - Unilever Philippines, Inc.
Mansmith YMMA Awardee for Marketing Management
P
eople are beautiful. All people are beautiful. And as one of the leading Skin Care companies in the country,
Unilever has a portfolio of brands that enable women to achieve their beauty potential – Ponds, Dove, Eskinol,
Vaseline, Lux – a brand for every woman and every skin need.
But the irony is that, in the Philippines, only 4 out of 10 women use face care. Why? Most Filipinas think that beauty
is the birth right of the affluent few, those lucky enough to be born with good genes and mestiza features. Most
women would say, “hanggang dito na lang ang beauty ko”. Indeed, they have put a glass ceiling on their beauty.
Mian wanted to change that. She believes that every woman can be beautiful. By making a little bit of effort to take
care of her skin, and without necessarily spending a fortune, every Filipina can be more beautiful than she has ever
imagined.
And so Mian leveraged her portfolio of brands behind this Purpose. In her Mansmith YMMA entry, she shared three
case studies on how making brands relevant, authentic, and talk-able can inspire women to embrace their beauty.
And in turn, deliver business growth.
PONDS. As the number one face care brand in the country, Ponds challenged women by saying “may igaganda ka
pa!” Ponds showed the transformation stories of the Philippines’ “most beautiful faces”, in a campaign headlined
by Toni Gonzaga. The aim is to inspire women to aspire for beauty and take action to care for their skin. This
resulted in the brand’s highest ever share, and the fastest growth of Ponds in history.
ESKINOL. Mian wanted to reach out to the lower income dalagas in the rural areas, believing that they too should
have access to skin care. Eskinol promised “linis-kinis” skin, with just a cotton ball, and less than one peso per day.
As a result, the brand achieved its highest growth in recent history, with its “walling” campaign being cited as one
of the “most talked about ads” in local news.
DOVE. A brand whose mission is “Real beauty from real care”, Dove showed how a simple change in one’s soap can
change the moisture level of one’s skin, and eventually a woman’s self-esteem. Not only did the brand become the
number one player in its segment, Mian is more proud of the fact that the brand was able to launch the Dove Self
Esteem Program touching the lives of thousands of young girls by educating them on confidence and self-respect.
Beauty for every Filipina. Regardless of age, income, skin need, and social status, Mian believes everyone deserves
the confidence of being beautiful. As she says, “lahat tayo may igaganda pa.” This is Mian’s personal purpose, and
this is the reason behind the brands’ success.
16
17
Maria Kris Ann Llanes-Dimaculangan
Group Brand Manager - Johnson & Johnson Philippines
Mansmith YMMA Awardee for Brand Management
K
ris is a homegrown talent of Johnson & Johnson (J&J) joining the company in 2006 as a Management
Trainee. She has had stints handling different brands within the J&J’s Women’s Health portfolio with
a proven track record of back-to-back high double digit growth, business recovery and marketing with
purpose. She became the Asia Pacific Regional Franchise Manager of Carefree in 2011. Upon returning back to
local marketing, she handled one of the biggest brands of J&J PH’s business – Johnson’s.
Johnson’s is the dominant market leader in various baby toiletry categories. While penetration and usage remains
high in the baby segment, there is a need to look for other sources of business to further grow an already dominant
brand – targeting growing kids. Johnson’s has identified playtime as a relevant occasion in building usage among
kids. But, while Johnson’s has already armed moms with three product platforms for kids, kids are still not playing.
The biggest barrier of which is that moms are preventing their kids from anything that will distract her kids from
achieving academic excellence and play is perceived to be such.
The solution is to make moms understand that playtime is important – that there are skills and lessons that
one can learn while playing, that are just as important as the things one can learn in school. The big idea is to
promote Johnson’s Playdays: Di Lang Laro ang Laro, advocating one hour of active play everyday to have healthy
and well-rounded kids. Kris forged a partnership with DepEd and Play Pilipinas to push one hour of active play
everyday. Johnson’s donated a playground built by J&J employees themselves together with their partner agencies
in Montalban, Rizal, one of the less fortunate cities in the Metro. Johnson’s Baby (JB) powder sales grew by 22%
during the campaign period. The campaign also helped maintain its market share at a strong 84.2%. As a result,
JB Powder became the single biggest brand in J&J PH in 2013 and led powder recovery in 2012 by +5% versus
previous year.
Kris continued the campaign with the launch of a new harder-working line of products: The Active Fresh Range
with a unique technology that bursts fragrance upon contact with sweat, followed by world-class activations.
Under the harsh unwelcoming sun of Manila, the first-ever “Shadow Playground” was built designed to work with
the path of the sun with special plates casting different games on the ground while providing shade. Another is the
“Therapy Playground”. Amidst the damaged playing fields of Tacloban, J&J built a playground that could help heal
the traumatized kids. The lead product of the line exceeded targets by 37% while the entire line exceeded targets by
10%. The Play campaign is one of the most successful campaigns of J&J so far. It has traveled to other countries
such as Thailand, Indonesia, Malaysia, etc and cited as a Global Best Practice. It has received back-to-back Asia
Pacific wins in the Global James Burke Awards for Integrated Communications in 2013 and Strategic Partnerships
in 2014. It was also recognized by various external award-giving bodies such as Tambuli, Araw, The Quill, Ogilvy PR
Global Excellence Awards, PANAta, Kidlat and Anvil Awards. Finally, Kris was ranked #21 in Adobo’s List of Creative
Marketing Managers in the Philippines for leading award-winning Johnson’s projects in 2013-2015.
18
19
Maria Carmela Guinhawa-Gabunada
Dermatology Team Lead - GlaxoSmithKline Philippines
Mansmith YMMA Awardee for Brand Management
M
ea’s task was to turn around GSK Malaysia’s Urology portfolio with the products Avodart, Duodart and
Harnal. At that time, branded competitors were outpacing GSK while generic brands were also accelerating.
The challenge was to turnaround the declining portfolio by expanding access.
Mea’s main strategy is to identify specific opportunities for the three brands and revitalize the positioning. This
led Mea to engineer the biggest market-reshaping in the Urology Category – moving Benign Prostatic Hyperplasia
(BPH) management from mere alleviation of symptoms alone, to prevention of disease progression built on driving
awareness.
In so doing, Mea challenged the norms of patient and physician expectations on treatment outcomes. This served
as the heart of the repositioning of GSK’s Urology portfolio and ultimately reshaped what used to be a symptomrelief oriented market to a need-based customized patient-focused approach.
To support this, Mea accelerated penetration by building route-to-market infrastructure, and winning at bottom of
the pyramid. The key to achieving this milestone was driving key performance indicators and trackers to monitor
progress and map out the necessary support needed from internal stakeholders to drive government programs.
Mea developed and rolled-out the first-ever disease severity and patient profiling focused communication
campaign and designed focused communication on the relevance of 5-ARI treatment. Intensive education activities
on how to diagnose were done through workshops and in-clinic detailing. Prostate awareness activities were also
conducted throughout Malaysia with partner urological societies and foundations.
At the end of her tenure, Mea turned around GSK’s Urology portfolio by developing pioneering communication and
disease-awareness programs, based on deep patient, physician and disease understanding. Other milestones
include: (1) highest-ever shares achieved: Posted highest-ever shares built on massive gains (1100 basis points
improvement from 29% share in 2012 to 40% leadership share in 2014) in the total Urology market (2) recordbreaking shares: Turned around GSK’s BPH portfolio from years of free-fall, delivering the highest volume share
increase in BPH in the past five years (1400 basis points improvement: 47%). This is achieved by making Avodart
and Duodart combined the first 5-ARI brands to overtake the longest running volume share leader (3) the route-tomarket win propelled GSK volume share in the government channel by 1300 basis points improvement in two years
(46% versus 30% in 2012) through accelerated growth (15%).
In the end, Mea delivered results that surpassed expectations, transforming her portfolio from fast eroding to
record breaking in just two years.
20
21
Reynaldo Gabunada, Jr.
Assistant Vice President: Consumer Marketing Manager - Nestle Philippines, Inc.
Mansmith YMMA Awardee for Marketing Management
K
akam proves that the Pinoy marketer is world-class! During his expatriation in Malaysia as Senior Brand
Manager managing the MAGGI 2-minute Noodles (M2MN) portfolio, he delivered exemplary performance
leading a category that has the highest sales and profit contribution to MAGGI, and the second biggest sales
contributor to total Nestle.
In just three years, Kakam turned around M2MN from years of decline, to a period of unprecedented growth! During
his three-year stint, he developed and led execution of effective marketing initiatives that delivered significant
increase in revenues and market share. Brand health ratings have grown strength to strength as a result of his
contribution to strategic planning and leadership execution.
In fact, at the end of his tenure, M2MN: (1) posts highest-ever market share, and continues to maintain upward
trajectory clearly indicating strong fundamentals behind sustained growth – 60% as of MAT Sept 2015, (2) drives
category growth after years of free-fall, with M2MN clearly driving growth at 5x versus category, (3) breaks new
highs in brand health posting highest-ever loyalty scores at 95% versus previous baseline at 72%, (4) over-achieves
top-line sales and bottom-line profit commitment, delivering 6% CAGR (2012-2014) versus flat category (20122014) amidst more intense competitive intensity, and (5) rapidly opens new noodles segments by delivering the
fastest new product and campaign go-to-market in Nestle Malaysia history (record-breaking 100 days versus
standard nine months from concept to shelf and media launch) resulting to 6% net incremental sales and 140bps
market share gains (FY2013).
Kakam also demonstrated creativity and intimate local integration in developing innovative communication
programs, based on deep local cuisine, consumer and shopper understanding, earning recognition across the
marketing and advertising industry in Malaysia: (1) PERSONAL TOUCH: Best Use of TV, Malaysia Media Association
(MMA) 2013 (2) PERSONAL TOUCH 2: Best Idea - Print, Advertising+Marketing Magazine’s MARKies Awards 2014
(3) BIG KARI: Best Idea – Integrated Media, Advertising+Marketing Magazine’s MARKies Awards 2014 (4) BIG KARI:
Best idea – TV, Advertising+Marketing Magazine’s MARKies Awards 2014 (5) BESTNYA KAWEN: Bronze, Malaysia
Effies 2015.
He has high learning agility, resilience and demonstrated excellent leadership during his tenure. He has developed
capabilities in managing impact of marketing initiatives within the value chain, with good focus on creating
profitable value. Kakam has since repatriated taking up the challenge of looking after the Bear Brand Powdered Milk
Drink portfolio.
At the core, Kakam believes that marketing is more than just gaining shares, increasing profits or winning awards;
he believes that at the heart of marketing is the deep desire to delight. Thus, it is never about marketers or their
brands, it is about making a positive change.
22
23
Gretchen King
Sr. Brand Manager - Nutri-Asia, Inc.
Mansmith YMMA Awardee for Brand Management
D
atu Puti is a brand beloved and treasured by many Filipino households. For 40 years, it has been almost
quite literally a household name, as it is a staple in every Filipino pantry whether here or overseas. But as
with every heritage brand, this strength is often shadowed by a risk – that of being taken for granted, of
being outdated, of being irrelevant to the emerging, younger generation. Such was the risk that Gretchen decided to
address head on by mounting a full-fledged pre-emptive strike through the Datu Puti “Pares” campaign. Equating
the perfect pairing of vinegar and soy sauce to the joys and “kiligs” of finding your perfect pares. The “pares”
campaign took inspiration and was deeply rooted in Filipino values, our fervour for love teams, and our love for
food and music.
The campaign characterized vinegar and soy sauce through a real-life couple (Vin and Oyo) and told their love
story in true Pinoy fashion, through the universal languages of love and music. The campaign celebrates the things
that are just better together and things that are just meant to be! The perfect blending of the functional message
and romance was evident and precisely executed in channels that got the message across to the right target
market. Things were done differently as Episodic TVCs that told the love story of Vin & Oyo were launched together
with the catchy “Pares” song that highlighted perfect pairings in its lyrics. To further entrench the brand in today’s
generation, Gretchen launched Datu Puti’s first-ever salvo into the digital world and was able to successfully cut
through the cluttered messages online by: (1) creating content that entertained (the brand featured love stories
of real couples in short webisodes), (2) by engaging netizens to be part of the campaign (couples were invited to
create and perform their own versions of the Pares song online), and (3) by being a tool to find true love (Datu Puti
launched its first-ever mobile dating app that allows you to find that perfect pares through the Pinoy custom of
singing a “Harana” to woo the other). All of this without any hard sell, but rather insidiously seeping into the minds
and lives of their consumers led to organic responses and netizens welcoming the brand with open arms.
To further engage the millennials and teach them a thing or two on modern-day cooking, Gretchen also launched
Datu Puti’s Adobo movement campaign centered on pushing for the official declaration of Adobo as the country’s
national dish. Engagement and support were solicited online through an independent petition site (change.org)
where netizens can sign-up and help push for the movement.
Not only were record-breaking sales achieved, but Gretchen was able to create a change in habit by creating
systems-use between vinegar and soy sauce while making relevant a 40 year-old heritage brand amongst today’s
generation. The first time a condiment brand is being talked about, being shared, being sung about, and truly being
loved in this modern day and age.
Today, the brand is associated with love and with it, a totally new millennial market supportive and fully engaged
with the brand, slowly learning the fundamentals of modern day cooking. Thanks to Gretchen, the future of Pinoy
food and condiments in this new age is indeed bright.
24
25
Carlo Pocholo Perreras
Sr. Product Manager - Golden Arches Development Corporation
Mansmith YMMA Awardee for Brand Management
F
or the past three years, Cholo has been part of the team driving McDonald’s business growth and brand
relevance. Cholo opened the year 2013 with “Hooray for Today!”, a marketing campaign that spread positivity.
The campaign won Bronze for Innovative and Integrated Media at Tambuli Awards 2014. In the same year, he
spearheaded marketing for McDonald’s Philippines’ first National Breakfast Day, giving away 1,000 McMuffins for
free in every McDonald’s restaurant, a region-wide activation held simultaneously in Asia Pacific, South Africa and
the Middle East. At the end of 2013, Cholo helped grow McDonald’s Breakfast sales by 23%.
After his success in Breakfast, Cholo’s role was expanded in 2014 to include McDelivery and Drive-Thru.
He launched the McDo PH mobile app and created a campaign that positioned McDelivery as a solution for
uninterrupted precious moments. The TVC “Princess Dad”, depicted a Filipino dad bonding with his two young
daughters and McDelivery ensured uninterrupted bonding moment. During the campaign, McDelivery sales spiked
by 11% versus same period previous year. McDo PH App reached sales equivalent to a McDonald’s store. Moreover,
“Princess Dad” won Gold for Single Medium TV Category, PANAta Awards 2015 and Gold for TV, Kidlat Awards
2015.
In 2014, Cholo took a different spin on the worsening traffic conditions in the Philippines and positioned
McDonald’s Drive-Thru as a “welcome detour” through the Lucky Drive campaign – motorists with vehicles
matching the lucky color of the day were rewarded with free treats. During the campaign, Drive-thru sales grew
by 20% versus same period previous year. Lucky Drive won Special Award for Outstanding Business Results at the
Boomerang Awards 2015 and Bronze for Integrated Campaign at the Kidlat Awards 2015.
On March 24, 2015, Cholo headed McTollbooth, a campaign that transformed two tollbooths in Manila’s major
expressways to mimic McDonald’s Drive-Thru. Motorists were surprised with free breakfast and waived toll fees.
This grew Drive-Thru sales by 16% during the campaign. McTollbooth also won Gold for Effectiveness Campaign
at the Boomerang Awards 2015, Crystal for Integrated Category at the AdStars Busan Awards 2015 and Silver for
Promotions and Activation at Spikes Asia 2015.
In 2015, Cholo was promoted to Senior Product Manager and his role was expanded to include McDonald’s
Desserts. McDonald’s saw an opportunity in the most anticipated Mayweather and Pacquiao fight, which happened
in May. The clever word play “Beat the May Weather” was used as the creative handle and was released during the
peak of the pre-fight buzz. The “Beat the May Weather” fever resulted in being the top trending topic on Twitter
Philippines, with over 24.6 million impressions. It also won Bronze, for both Digital and Effectiveness Campaign
at the Boomerang Awards 2015. After the campaign, Cholo doubled sales of Oreo McFlurry, a first in McDonald’s
Philippines history, making it one of the most successful summer campaigns McDonald’s Philippines ever had.
Currently a Senior Product Manager, Cholo is excited and driven to pioneer innovations for McDonald’s
Convenience Platform. Under his watch, McDonald’s Convenience Business grew by 25% in 2013 and 15% in 2014,
increasing its contribution to company sales by four percentage points (from 2012).
A PANA Brand Camp 2013 winner and a contingent to Spikes Asia 2013, Cholo has championed several campaigns
and programs that has led to more Filipinos saying, “Love ko ‘to.”
26
27
Elaine Uy
Head, Digital Operation Digital Media Division - ABS-CBN Corporation
Mansmith YMMA Awardee for Digital Marketing
F
or over 60 years, ABS-CBN is the leading media network in the country. But with the emergence of digital,
it was critical for them to adapt to the evolutions of online communication. In September 2013, ABS-CBN’s
Digital Media Division (DMD) was formed to meet the demands of the digital industry. With Elaine’s 11-year
experience in digital production, strategy, and advertising, she was invited by ABS-CBN to head DMD’s Digital
Operations to help in the digital transformation of the company.
Elaine believed that DMD must streamline their efforts to do less work but with greater impact. Her first priority
was to address the organizational design by laying down the digital foundations of the company: (1) champion
company-wide strategic thinking in digital, (2) establish clearer role and accountabilities and ownership, and (3)
ensure cost-effectiveness and operational efficiency.
ABS-CBN has more than 20 lines of businesses, and each business has to be digitized. Elaine created a digital
organization that would fit with the culture of each group, creating an agency and consultancy set-up that would
allow the different products and units to seamless cross over to the digital platform. By working with the HR
groups and setting up a digital academy to train and promote digital thinking, ABS-CBN has initiated its process to
transition to the world of digital.
As a result of ABS-CBN’s support in Elaine’s proposed organizational changes, they were able to gain several
accomplishments. ABS-CBN became the number one website (number one channels on Youtube) and social
media publisher in the Philippines. It also gained recognition in various local and international awards for Pinoy
Big Brother: Online Bahay ni Kuya, Pope Visit: The Book of Thanks, Isang Bayan Para Kay Pacman, and Revlon Love
Is On. The company also explored new business opportunities by launching Stellar: the first ever celebrity social
media agency, Push Awards: the first celebrity awards event for ABS-CBN, Chicken Pork Adobo: ABS-CBN YouTube
Multi-channel Network and WeStory, the in-house digital agency for branded storytelling.
As a result of the company’s continuous improvements on digital, ABS-CBN was able to drive a 136% digital
revenue lift in 2013, sustaining and growing its revenue contributions year-on-year, with another 30% digital
revenue lift in 2014, and another double digit growth in 2015.
Now, digital agencies and brands have been partnering with ABS-CBN’s digital team in creating great digital work
that uses ABS-CBN content to communicate to their target market. Elaine’s vision for the digital ecosystem helped
ABS-CBN to focus on building relevant digital platforms, guided by data mining audience strategy. With this data,
they were able to study digital consumers and identify digital business.
In two years, ABS-CBN digital was able to solidify its presence on digital, cementing its leadership across all
media. At the same time, Elaine’s recommendations on analyzing social media listening tools became a critical
contribution in managing PR crises of celebrities, or in monitoring the performance of individual shows. Elaine and
DMD’s framework made it possible to prioritize company efforts through proper content targeting to deliver greater
value for consumers and advertisers.
With DMD’s army of digital specialists, Elaine is expected to lead ABS-CBN in its quest to attain success in the
digital frontier.
28
29
Nicole Marie Villarojo
Country Marketing Manager – Brand Operations - Procter & Gamble Philippines
Mansmith YMMA Awardee for Brand Management
A
s the Downy Brand Manager, Nicole led the team to turnaround the business amidst a very competitive
environment. With strong collaboration with the Downy regional team and R&D, Nicole executed strong
campaigns that were uniquely Filipino despite a regional initiative. With the upgraded Downy formula and
new variant launch (Garden Bloom), Nicole identified three key situations where the “instant freshness” benefit was
most needed – i.e. exposed to pollution, food, and sweat. Nicole was instrumental in the “Rubadabango” campaign,
and under her leadership, Downy regained ten months of share loss in less than five months, even hitting its twoyear share high.
Now that Downy shares had stabilized in early 2014, Downy had to rethink its growth strategy. Nicole went back
to consumers and discovered that fabric enhancer was seen as a luxury product and is not regarded as “essential”
with laundry detergents reformulating to include fabcon freshness in their products. Nicole worked closely with the
regional team and R&D to bring to life the “quick dry” campaign. Nicole led the marketing campaign with executions
across new touchpoints: (1) Digital version of the TVC; (2) branded entertainment integration in Going Bulilit using
the lovable character “Lucas” from the TVC and (3) maximization of the annual San Juan “Basaan Festival” where
the quick dry benefit is highlighted (won a Quill Award in 2013).
Nicole’s strong consumer understanding led her to create a Mother’s Day digital video in 2013 that not only became
viral in the Philippines, but also in North America despite having kept the original lullaby in Filipino (awarded in the
2015 PANAta Marketing Effectiveness Awards.).
Nicole was also instrumental in exploding the premium portfolio of Downy – the Downy Parfum Collection. She
created a new go-to-market strategy that elevated the Parfum Collection. Nicole partnered with One MEGA group
to launch the black Mystique variant, creating the character of “Lady Mystique” in the first ever “mystery issue” of
MEGA (August 2013), with multiple digital webisodes with ~2.5MM YouTube views. The redefinition of the go-tomarket strategy led their premium tier to grow ahead of base. It is one of the few P&G Philippines brands that has
shown growing penetration in the top SEC households based on Kantar Worldpanel. The Philippines model has also
been replicated in other ASEAN countries, most especially in Thailand.
Under Nicole’s leadership, Downy has been the growth engine for the Philippines and APAC business, growing
strong double digits in back-to-back years. Downy was also recognized as one of the Top Rising Brands in the
Philippines in Kantar Worldpanel’s 2013 Brand Footprint Report.
Today, as a Country Marketing Manager for Brand Operations, Nicole has brought the corporate CRM platform to
life and created low-cost launch platforms. Aside from growing the digital capability, Nicole also successfully led
the team to grow the eCommerce business 4x, creating a low-cost digital launch platform for Pantene, Pampers
and Olay. This has not only enabled the company to be more targeted in reaching the right consumer, but also
providing low cost solutions to achieve (and many times exceed) the same objectives.
Nicole has successfully grown and created capabilities by leveraging partnerships and tools in ways never done
in the past by the company and continues to lead the way in creating new go-to-market chassis and building the
organization capability along the way.
30
31
PAST MANSMITH YMMA WINNERS
1st Mansmith YMMA wINNERS 2006
From left to right: Edison Oribiana (Davies Paints), Jadeline Tulio
(HBC), Joseph Charles Cruel (Universal Robina Corp.), Caroline
Lopez (Merck Sharp and Dohme), Anson Dichaves (Unilever),
Ricarte Gapuz, Jr. (R.A. Gapuz Review Centers)
2nd Mansmith YMMA WINNERS 2007
From left to right: Jane Basas (Smart Communications),
Bing Tecson (Lamoiyan Corp.), Candice Alabanza-Iyog (Cebu
Pacific Air), Dondi Gomez (Unilever), Aurora Mangubat-Suarez
(Summit Media), Monette Aldovino-De Joya (Globe Telecom),
Carla Chavez (Alaska Milk Corp.)
3rd Mansmith YMMA WINNERS 2008
From left to right: Juan Paolo Gonzales (Del Monte Phils.),
Raymund Magdaluyo (Red Crab Group), Alan Supnet
(Globe Telecom), Donald Patrick Lim (Yehey Corp.), Beverly
Valenzuela (HBC), Roberto Claudio, Jr. (Toby’s Sports), Ichi
Apostol (Summit Media)
32
4th Mansmith YMMA WINNERS 2009
From left to right: Mark Chan (Traffic), Ingrid Javier (UnilabInnovitelle), Carlo Endaya (Unilever), Ming Arroyo (Fonterra),
Jamie Garaci (RFM-Selecta), Francis Martinez (UNAHCO),
Michelle de Ocampo-Ballesteros (Ex-Link), Sam Christopher
Lim (Unilever)
5th Mansmith YMMA WINNERS 2010
Seated from left: Christina Lao (McDonalds), Loreann
Villanueva (GlaxoSmithKline Phils.), Cherish Canizares (United
Laboratories); Standing from left: Oscar Villamora, Jr. (Johnson
& Johnson), Maimai Madrid-Punzalan (Procter and Gamble),
Grace Colet (Jobstreet.com), Edgar Sia II (Mang Inasal), Darlyn
Ty (Belle de Jour Enterprises), Richard Sanz (Bibingkinitan-Food
Asia Corp.), Francis Flores (Greenwich-Jollibee Foods Corp.)
6th Mansmith YMMA WINNERS 2011
Seated from left: Jonathan Joson (Media Contacts Philippines),
Victor Hugo, Jr. (Unilever Asia Private Limited-Singapore),
Winsley Royce Bangit (Globe Telecom), Roel Chan (Primer
Group of Companies); Standing from left: Pamela Takai (Kraft
Foods Philippines), Anna Lourdes Legarda (Procter & Gamble
Philippines), Joseph Emmanuel De La Cruz (Procter & Gamble
Asia), Ma. Belinda Reyes (GlaxoSmithKline Philippines)
33
PAST MANSMITH YMMA WINNERS
7th Mansmith YMMA WINNERS 2012
At the back from left: Christian Lim (PLDT), Kristine Joanne
Tang (Procter & Gamble), Ilustre Estrada II (Procter & Gamble
Philippines), Giovanni Bogasan (GQWEST Inc. / Aquabest);
Seated from left: Jonathan Allen Yabut (GlaxoSmithKline
Philippines), Neil Trinidad (Unilever Asia Private Limited), Julie
Lee (Collins International Trading Corp.)
10th Mansmith YMMA winners 2015
Clockwise from left: Kristine Anne Bañez (Johnson & Johnson
Philippines), Jose Maria Martin Aldecoa (Red Ribbon Bakeshop,
Inc.), Joyce Nikola Joseph (United Laboratories, Inc.), Kristine
Venturina (Johnson & Johnson International Singapore)
8th Mansmith YMMA winners 2013
At the back from left: John Richard Sotelo (Procter &
Gamble Phils.), Jianina Fay Clarice Salindong (Procter &
Gamble Phils.), Giancarlo Tan (GlaxoSmithKline Phils.),
Stephen Tiu (Johnson & Johnson Consumer Phils.);
Seated from left: Domingo Ronquillo II (Globe Telecom,
Inc.), Jan Dexter Chee Ah (Hongley Food Products,
Inc.), Angela Gamboa (Century Pacific Group), Jennifer
Louise Madrid (Unilever-RFM Ice Cream Phils.), Daryl
Umali (Electrolux Phils.), Gladys Jane Co-Chan (Smart
Communications, Inc.)
From left: Aldellyn Lisette Po (Sanofi Philippines), Ann Nathalie
Esteves (Unilever Philippines), Juliana Jessica Nina Inocencio
(Unilever Philippines), Tiffany Jane Batungbacal (Kenrich
International Dist. Corp.)
9th Mansmith YMMA winners 2014
At the back from left: Bea Atienza (Commonwealth – McCann
Shanghai), Jeffrey James Saez (Nuworks Interactive Labs, Inc.),
Joe Mark Pardiñas (Rags2Riches, Inc.), Maynoll Montalbo (Mont
Albo Wellness Corp.), Jaryd Luke Chan (Procter & Gamble),
Charlyn Rochel Yu (Universal Robina Corp.); Seated from left:
Grace Mendoza (Merck Sharp & Dohme), Joan Marie Uy (Merck
Sharp & Dohme), Magdalene Lim (Procter & Gamble)
34
From left: Jonathan Laguitao (Johnson & Johnson Philippines),
Cherrie Rose Barretto (Dragon Edge Group Indonesia), Earl
Martin Valencia (IdeaSpace Foundation, Inc.), Kathlene Gomez
(Bounty Agro Ventures, Inc.)
35
THE MANSMITH TEAM
ROWEN UNTIVERO
Partner and Chief Sales Strategist
Chairman and CEO of ConnectingMavens Inc.; former country manager of Alcatel; former
general manager for provincial operations of Smart; former professor of the Ateneo de Manila
University; rose from the ranks of different companies (P&G, Tupperware, Pocketbell); took specialized
management program at University of Chicago Booth School of Business-Illinois, USA
EMILIO MACASAET III
Partner and Chief Distribution Strategist
Chairman and CEO of Field Partners Inc.; former VP sales and distribution of RFM; former
national sales manager of L’Oreal; part time professor of De La Salle Graduate School of Business;
rose from the ranks of different companies (Nestle, Gillette, MetroLab); took advanced sales program
at Kellogg Business School and Burke Institute; most recently authored the first Distribution
Management and Key Account Management books in the Philippine market
MALU DY BUNCIO
MANSMI TH AND FIELDER S’ SEASONED TOP-LEVEL TRAINING MASTER S
Established in 1990, this team of senior consultants has facilitated hundreds of marketing and sales
programs in various industries and are also much sought after during conferences and conventions as
keynote and inspirational/motivational speakers.
JOSIAH GO
Chairman and Chief Marketing Strategist
Chairman of 12 corporations; author of 13 bestselling marketing and sales books; the most
awarded business educator in the Philippines (Agora ’94, TOYM ’01, TOYP World ’02 <USA>, AME
Lifetime Achievement ’07, World Brand Leadership ’09 <India>); Blue Ocean qualified-strategist
’06; conducted over 500 marketing and strategy workshops in almost all industries; took advanced
marketing and strategy programs at the MIT Sloan, Kellogg, Wharton and London Business School;
included in the 10th edition of the International Who’s Who of Intellectuals (England)
CHIQUI ESCAREAL-GO
President and Chief Service Strategist
Co-author/editor of five marketing books; Executive Scholar in Marketing and Sales of
Kellogg Business School, Northwestern University; Certified Master Coach (by the Behavioral Coaching
Institute) and Certified A.I. Training Facilitator (by Company of Experts USA); awarded as one of the
Top Filipina Entrepreneurs 2011 in the Trailblazer category; awarded the Go Negosyo Enabler Award
2014; ASEAN Women Entrepreneur Network Award 2015; vice president of the Women’s Business
Council Philippines; took advanced marketing programs at Columbia Business School (Ceibs campus),
IESE (New York Campus), Harvard Business School, University of California-Berkeley
36
Chief Business Development Strategist
Former executive director for Regional and Business Development of Avon Products-Asia
Pacific; former president director of P.T Avon, Indonesia; former general manager of Avon (Philippines);
former VP of ABS-CBN Broadcasting Corporation, Agora Awardee (Asia Pacific) ’99
POCH CID
Chief Brand Adviser
Former managing director of The Nielsen Company (Philippines) Inc.; former managing
director of IDS Philippines; former commercial director of Kellogg Philippines; former general manager
of Fonterra and Gillette
DONALD PATRICK LIM
Chief E-Marketing Strategist
Chief digital officer of ABS-CBN Broadcasting Corporation; former managing director of MRM
Worldwide Manila; former CEO of Yehey Corporation and Media Contacts Manila; former vice president
of Philippine Daily Inquirer; youngest to serve as president of the Philippine Marketing Association;
founding president of the Internet and Mobile Marketing Association of the Philippines; first Agora
Awardee for Marketing Communications (2014); one of the Ten Outstanding Young Men (TOYM) of the
Philippines 2015
FRANCES YU
Chief Retail Strategist
Former VP-Marketing of Rustan’s Supermarket and Shopwise (a member of Dairy Farm
International Group); former assistant marketing manager of Hearst Corporation (New York); Summa
Cum Laude, Fordham University, New York City, United States
37
THE MANSMITH TRAINING GROUP OF COMPANIES
THE MANSMITH ADVOCACIES
Mansmith Young Market Masters Awards (Mansmith YMMA)
The first and only recognition for senior marketers based not just on corporate
performance but on mentoring of Mansmith Young Market Masters Awards (Mansmith
YMMA) winner
Mansmith and Fielders, Inc.
Helping your marketing and sales teams soar!
Mansmith Market Masters Awards (MMMA)
The first and only recognition that seeks to honor young achievers in marketing and
entrepreneurship, 35 years old and below
Corporate Achievers Institute
Day 8 Business Academy, Inc.
Enhancing your people’s capabilities
The first and only training and development company focused on small and medium
enterprises (SMEs), that allows participants to “pay what they want” – a boundarybreaking pricing scheme
MarkProf Marketing Bootcamp
Sensei Business Academy, Inc.
The first and only free 7-weekend training of the Top 25 Marketing Management
Trainees of the Philippines in an annual search among outstanding graduating
student leaders
Mastery, Practicality, Affordability
Association of Marketing Educators (AME) Scholarship
Day 8 Business Academy, Inc.
Unlocking your potential as an entrepeneur
SCHOLARSHIP
The first and only scholarship for marketing professors covered by a P5 million 15-year
training grant since 1997
Market Masters Conference
ConnectingMavens, Inc.
The first and only marketing conference where 100% of the proceeds go to charity and
advocacies involved in education and youth empowerment
Your unique link to top business mentors and tools
Women Center for Achievement, Research and Entrepreneurship (WomenCarePH)
Women Center for Achievement, Research, and Entrepreneurship is a research and
training advocacy focused on gender-related themes
Field Partners, Inc.
Selling gets better
White Space Club
An ideation and networking club that meets monthly to exchange unique ideas and to
help each other spot more white spaces
38
39
PLATINUM SPONSOR S
Differentiation
ENDOR SED BY
RESEARC H PAR TNER S
The foremost differentiation of Mansmith lies in its specialization in marketing
and sales, strategy and innovation training. Such a concentration is coupled with
the contribution of dream-team consultants whose extensive top-level professional
experience in the fields of marketing management, sales and entrepreneurship extend
not only credibility but also insightful expertise.
PRINT MEDIA PAR TNER
TRUST and INTEGRITY, therefore, coupled with credibility or patronage,
characterizes the relationship between Mansmith and Fielders, Inc. and its clients, and
its services come with a money-back warrantee – the first training company in the
Philippines that offers such a guarantee.
AUDIO VISUAL PAR TNER
40
Mansmith is an advocacy-based company where a substantial percentage of
annual profits goes to various charities aimed at education and youth empowerment.
This orientation of service and commitment to excellence is the company’s social
responsibility to the industry and society which have chosen to partner and have
grown with Mansmith over the years.
41
42
An Advocacy Project
Organized and Presented by
14 Ilang-ilang St., 4th Floor Eastchem Bldg.,
New Manila, Quezon City 1112 Philippines
Telefax Nos. (63-2) 584-5858 / 584-8989 / 412-0034
www.mansmith.net
[email protected]
www.youngmarketmasters.com
[email protected]