THE PHILIPPINES, MARCH 13, 2012: Displaying his typical style of cutting to the chase, WPP’s chief executive officer Sir Martin Sorrell said that while the Philippines is a “good example of what’s possible”, it needs to be as relentless as its competitors in the region in order to catch up with the Asia and, eventually, the rest of the world.
“When I was last here, Manila was probably more of a regional center than it is now,” he said, noting the main difference when he last visited the Philippines about eight years ago. “The Philippines could be a very strong regional center (but) that would require some really careful thinking about what brand the Philippines stands for,” Sorrell emphasized. “If what it stands for isn’t what it should stand for, (determine) what it should stand for and how you’re going to create that difference.”
In a one-on-one conversation with adobo magazine, Sorrell also offered his take of the country’s newly launched tourism campaign, ‘It’s More Fun in the Philippines’. “I agree. From a tourist point of view, yes, but it has to be deeper than that,” he said. “It doesn’t just have to be about tourism. It has to be about manufacturing, it has to be about services. You have 100 million people, tremendous manual power and brain power, [you have a] very big opportunity.”
Sorrell also noted the strength of the Philippines and Asia in general, the latter a signature Sorrell topic. “The people are so enthusiastic, they’re very committed, they’re very passionate, they’re very hardworking.” Another strength is the low-cost but high-quality manufacturing output from the region. “Before, it used to be, low-cost, low quality; but in time, the quality got better and better and better,” he said.
These attributes, combined with the Philippines’ new market potentials, burgeoning strength in new media, and consumer insight, will help keep the country’s growth strong and steady, said the British businessman.
Sorrell’s brief visit to the country included meetings with President Aquino and group members of WPP, GroupM and Y&R Philippines among them.
Photo by Pat Mateo
