MANILA, PHILIPPINES – In 2024, Bernice Fong found herself relocating to Madrid from Hong Kong. She’d just earned a promotion to Head of Brand at global insurance provider AXA International Markets after four years as their Director of Brand & Content Strategy. And, on her first grocery trip in her new city, she spent four hours just browsing the aisles. “It’s about understanding the culture. I pay attention to every detail,” she explained. “That’s how I do things. Everything, everywhere I touch, I’m very observant. Listening, looking, understanding, talking to people — that’s where you will find those insights that people would not be able to tell you [themselves].” As she sat with adobo Magazine for this conversation, Bernice’s eyes were glancing at her surroundings every now and then. It was her first time traveling to the Philippines as AXA’s Head of Brand, and she was clearly absorbing as much as possible about this market. She noted the architecture, design, and layout of our host, The Astbury, remarking on the spaces and how they may be used. She watched as an event was being set up for the day. “It’s essential to embrace a growth mindset,” she emphasized. “I am passionate about discovery and enjoy engaging with individuals across generations. Learning from both younger and more seasoned professionals helps bridge gaps in knowledge and perspective. While some gaps will always remain, staying relevant is critical — especially in the marketing industry, where understanding people and staying connected is crucial. By prioritizing relevance, we can gain valuable insights that inform impactful campaigns. For me, innovation is always at the heart of my approach.” “When you learn to connect the dots, you unlock valuable insights.” Bernice joined AXA at a particularly remarkable time. She’d spent 13 years on the creative agency side, honing her skills at Ogilvy & Mather, Publicis Hong Kong, Leo Burnett, and McCann Worldgroup, and decided it was time for her to discover how she could grow on the client side. When she finally made the leap, the world changed, as did the conversation around insurance. It was April 2020 when she started; the COVID-19 pandemic was at its peak. Health insurance became more of a necessity during these difficult times, and the general public’s understanding of health itself expanded. Lockdowns, restrictions, and a global sense of loss opened up discussions on mental health, emotional health, and financial health. A sense of insecurity pervaded any thoughts about the future, diminishing any sort of confidence people may have had about tomorrow. It was then that Bernice recognized how AXA’s tagline, “Know you can,” was exactly what the world needed to hear. “’Know you can’ is the brand DNA,” she explained. “Everything that we do is designed to instill confidence in people, enabling them to make progress. It’s all about fostering advancements for a more sustainable future.” AXA’s messaging began to recognize the many ways people might feel vulnerable, positioning itself as a source of confidence. One of their more recent campaigns, “Make Time for Me-Time,” sought to empower the givers in society — those who work tirelessly for their jobs, their families, and their friends, often at the cost of their own health. This was especially relevant in Asian markets like the Philippines, where collectivist culture norms prioritize the group over the individual. “Make Time for Me-Time” validated these efforts, reminding its audience that self-care wasn’t selfish; keeping oneself healthy allows them to continue helping the people they care about. Through services like AXA Health Care Access and the AXA Health Start Plan, the insurance provider shared how they can empower their customers to practice better self-care, which in turn gives them greater confidence to care for those around them. This type of messaging — one that hinges on empathy first, and solutions second — aligns directly with Bernice’s views on leadership. “The first thing people often mention about me is my passion,” she shared with a laugh. ” But that’s not how I want to be remembered. I aspire to be recognized as someone who embodies empathy and inclusivity.” “Empathy in leadership is about empowering others to reach their fullest potential,” she continued. “When you genuinely empathize, you can envision their journey and allow them to flourish. Inclusivity means valuing diverse perspectives, sometimes, others see things in ways we might not. I learn from them, and they learn from me.” “I believe in collaboration as a catalyst for innovation. When we collaborate, we foster a sense of ownership; with ownership comes pride. Pride fuels ambition, and that ambition drives us toward sustainable growth, ensuring that our progress is both meaningful and lasting.” It’s a direct parallel to how AXA positions itself as a partner to its clients, as Bernice described. The company sees the work it does as more of a relationship than a transaction, where AXA collaborates with its customers, understanding their needs at different stages of their life journeys and doing their best to help, so that every single person has the confidence to do what matters to them — to know they can. They can take ownership over their lives, take pride in what they do, and have the ambition to pursue their goals. They can achieve the growth they want for themselves in a sustainable way. They can feel confident about the future. And it all starts with empathy. For Bernice Fong, empathy is a pillar of learning, and learning is a key component of the growth mindset. She’s gotten to where she is today because she takes the time to truly understand people — even if that means spending four hours at a grocery store in the city she's just moved to.
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