MANILA, PHILIPPINES – When likes turn to loyalty and scrolls lead to sales, you know you’ve unlocked the true power of social. But in today’s fragmented landscape — where brands juggle multiple vendors, platforms, and personalities — it takes more than a few good posts to break through. It takes cohesion, culture, and clarity. That’s what Social@Ogilvy promises — and it’s what the Manila hub is now delivering at scale across the Asia-Pacific region.
Social@Ogilvy is Ogilvy’s unified social marketing offering built on the principle of Connected Social. It consolidates everything from paid and organic social to influencer marketing, social commerce, CRM, content production, and AI-supported operations — all under one borderless team. And at its heart is the Philippines: a market where social is not just a medium, but a mindset.
“In the Philippines, social is not just a platform — it’s a way of life,” says Elly Puyat, CEO of Ogilvy Philippines. “Filipinos spend more time on social media than almost any other market, and this gives brands a powerful opportunity to connect with audiences in culturally relevant ways. With Social@Ogilvy, we’re giving clients an end-to-end solution that is insight-led, agile, and grounded in real Filipino behavior — while also unlocking the scale and consistency needed to impact the region.”
The speed of craving: culture-first content for KFC
In the hyper-competitive world of QSR, attention is earned, not given. That’s why KFC, in partnership with Social@Ogilvy, created Crave Studio — a content engine that translates trends into finger-stoppin’ social experiences.
Tuned into real-time conversations, Ogilvy’s analysts spotted a trending audio cue that phonetically echoed KFC’s hero product. Within hours, the team had turned it into a witty, high-engagement post — timely, trend-based, creator-supported and undeniably KFC. Once traction picked up, paid media integration expanded reach, while community managers added spice through playful engagement.
“People today are endlessly scrolling and constantly exposed to content — it’s easy for brands to get lost in the noise,” explains Doy Riola, Business Director for Social@Ogilvy Philippines. “To truly connect, they need to move at the speed of culture. It’s not just about posting more; it’s about understanding what matters to your audience, responding with agility, and creating interactions that feel authentic and relevant.”
The result: a measurable spike in positive sentiment, engagement, and reach — all while making KFC a part of everyday conversation among young Filipinos.
Winning gold in real-time: MILO’s olympic moment
With a proud legacy of championing Filipino athletes, MILO saw the Olympics as more than just a media moment — it was a chance to rally a nation and reinforce its values. Teaming up with the Ogilvy x MILO Creative Team, RED Content Studio, and Social@Ogilvy, MILO launched Cheer for Our Champs, a real-time, insight-driven campaign powered by social listening.
As Philippines clinched back-to-back golds in floor exercise and vault — the team captured nationwide excitement with fast-turnaround creative that celebrated not just the athletes, but the Filipino spirit. From real-time social listening and live sentiment analysis to performance-led content amplification, MILO owned the moment — and reminded everyone of its role in building champions from the ground up.
“This is the power of what we call Connected Social,” says Maan De Los Reyes, Content Hub Director for Ogilvy Philippines. “We’re able to link insight, content creation, and community activation in a single process that helps brands become part of culture in real time. With MILO, we didn’t just celebrate the wins — we created a movement around them.”
The campaign turned MILO into a top-performing brand during the Olympics, reigniting its relevance among families and sports communities alike.
Manila: A hub built for cultural agility
More than just a local offering, Social@Ogilvy Philippines now operates as a central APAC hub, supporting both global and regional clients with a uniquely Filipino brand of creativity, discipline, and cultural fluency. A Meta-certified team, the Manila hub leads content production, influencer programs, performance marketing, and always-on community management at speed and scale.
And with over 100 social specialists under one integrated team, the offering eliminates the silos and inefficiencies that often plague multi-agency social efforts. From WPP Open’s AI-powered content optimization tools to exclusive partnerships with Meta and TikTok, Social@Ogilvy brings together tech and talent to deliver real results.
“With Social@Ogilvy, we’re not just giving brands more content — we’re giving them a smarter, more cohesive way to connect with people across platforms, across geographies, and across the funnel,” Doy added. “Everything we do ladders back to business outcomes.”
Why it matters now
Whether you’re a fast food brand chasing cultural heat or a heritage brand building community around purpose, the pressure to stand out on social has never been greater. Social@Ogilvy was built for this moment. It’s designed for brands that see social not as an add-on, but as a core touchpoint for shaping conversations, driving commerce, and building brand love.
In a world where algorithms evolve daily and trends fade in hours, Manila’s Social@Ogilvy team has consistently shown that you don’t just chase culture — with the right insights, structure, and speed, you help shape it.
