WPP Media Philippines held a forum where industry leaders gathered to discuss how fast-paced technology is transforming communications, consumer behavior, and brand strategies. It has the theme “Now and Next: Media, Partnerships and Co-Creation in the Limitless Future of Media.”
Top advertisers and agencies from various regions attended. According to speakers, audience behavior and the way brands connect with consumers are changing due to advances in technology. WPP Philippines CEO Crisela Cervantes said it is important to understand how these changes affect Filipino consumers.
During the roundtable discussion, the importance of deeper understanding of data to keep up with the fast-paced media landscape was emphasized. According to WPP Media Client President Reena Francisco, more than half of Filipinos are already using AI on a daily basis. AI has reportedly changed the way consumers create products, solutions, and decision-making.
He explained that AI helps in gathering information, making recommendations, and shaping buyers' final decisions. As a result, it is now easier for Filipinos to make purchase decisions after seeing information online.
The forum also discussed the growing impact of streaming platforms, podcasts, and short-form content on media consumption. According to WPP, companies need to be more strategic, more findable, and more collaborating with content creators. Cervantes also said that with the amount of content noise, it is important to learn to cut through to capture the audience's attention.
