THE PHILIPPINES, JANUARY 25, 2012: JWT Manila is due to unveil its take on local 2012 trends, an extension of its parent company’s long-running “10 Trends” report which draws on research from across the global network.
The local agency has for the past three years conducted additional research to supplement JWT Intelligence’s “10 Trends” report, which has been released since 2004. In compiling its report, JWT Manila worked with local experts and consumers to better gauge the relevance and impact of those trends in the local market. It also analyzed how the trends can be used by brands, products and categories to create connections and interactions with local consumers.
As part of this year’s research, the agency also conducted ethnographic studies and interviewed influential personalities, including poverty-alleviation imagineer Tony Meloto of Gawad Kalinga; social entrepreneur Pacita Juan, from EchoStore; entrepreneurship advocate Ramon Lopez of GoNegosyo; and economist Bernie Villegas of UA&P, who served to validate and give context to this year’s core trends.
“Now on our fourth year, what we are discovering is that this year’s crop of trends tends to be outgrowths and extensions of previous trends. But when clustered together, they point to many different inspirations and opportunities for our brands,” said Pam Garcia, part of the executive planning team of JWT Manila. Garcia, who led the research in the Philippines and will present the report.
Said Jos Ortega, CEO of JWT Manila: “This is not just an investment in knowledgeand insights, but an investment in the brands that we handle.”
The report will be unveiled January 31 at the Opus Bar and Restaurant in Manila.
