March 21, 2013
JWT Manila adapts 10 Trends for 2013 for local market
JWT Manila recently gave media and marketers a look at how JWT’s 10 Trends for 2013 are playing out in the Philippines. Some businesses, for example, are recognizing that play can be a competitive advantage and introducing it into the work environment. Trainstation is a training consultancy in Manila, Hong Kong and Singapore that fuses training and entertainment: “enterTRAINment.” As Trainstation CEO Carelle Mangaliag explained to JWT senior strategist Sam Zetha, “When you’re at play and you think like a child, possibilities are endless.”
While not all Filipino consumers are using their smartphone as a de facto identity hub, many are open to the idea of the Mobile Fingerprint. The Philippines, termed the “texting capital of the world” by some, is the fastest growing smartphone market in Southeast Asia, with market share now around 24 percent versus feature phones. A Filipino dentist whom JWT integration strategist Dino Placino spoke with, for example, says she’ll make the long journey home to retrieve her phone if she forgets it, since it contains her contacts, schedule and more.
The connection between health and happiness is highlighted in a regional campaign from supplement brand Enervon that carries the slogan, “More energy, mas happy.” JWT integration strategist Karla “DQ” De Quiros also spoke with a certified Laughter Yoga guru, who explained, “When you are happy you release endorphins, which are the body’s natural painkillers.”