Monday, April 07, 2008 Companies turn to localization of marketing campaigns
THE ever-changing industry and ruthless competition as well as high-operating costs have driven major companies to localize their marketing and advertising campaigns in the Vis-Min market.
Projects are now being handled locally as advertising agencies in Cebu show their creative capabilities that can certainly match the quality and work of Manila agencies.
Regionalization of marketing campaigns entails quicker implementation for local projects and strategies, precisely why companies such as Jollibee Foods Corp., Microsoft and Pilipino Cable Corp. (SKYCable) have set up shops south of the Philippines.
Jollibee marketing services manager for Vis-Min, Trisha Rafinan says, “By localizing our campaigns, decision-making process is quicker in terms of design approval. No need to go through all the red tape at the head office resulting to faster reaction and turnaround time. Our local Cebu agency can answer this need and it is easier for them to launch the campaigns in neighboring cities like Davao and Iloilo.”
For Microsoft Southern Philippines’ marketing manager George Parilla, localizing their marketing campaigns is now the definite course of action. “Microsoft’s drive is to develop the local software economy. We need a local agency that can deliver our campaigns with regional insight, fast and cost efficient execution. We need a local partner that shares our passion to make our customer and partners in the Southern Philippines realize their full potential.”
As the local Cebu agency handling these major accounts, ASAP Advertising Services and Promotions has proven to be quite adept in answering the need of major national companies in their plans of regionalization. Established in 1994, ASAP has since evolved into one of Vis-Min’s top agencies handling both local and major national accounts.
The agency’s cultural affinity to the different regions in the area is its playing edge, giving them the advantage of understanding and adapting to the nuances and eccentricities of the Vis-Min market.
Another core competency is ASAP’s strategic location. With Cebu as the center and gateway of southern Philippines, mobilization of projects is swift and cost-effective.
With more than a decade of expertise and experience under their belt, ASAP has proven itself more than capable of handling any project and event.
