MANILA, PHILIPPINES – Ayala Malls, the Philippines’ premier lifestyle destination developer, and Summit Outdoor Media, an industry leader in innovative out-of-home (OOH) solutions, have forged a strategic partnership poised to redefine the retail and out-of-home landscape.
The official contract signing, held last May 14, 2025, at One Ayala, Makati, saw the participation of key figures, including Ayala Malls Commercialization Lead Rio Mayuga, Ayala Malls Head of Asset Management Jose Ramon Katipunan, and Ayala Malls Chief Operating Officer Paul Birkett, and from Summit Media, Deputy Head of Summit Outdoor Media Abigail Pe Aguirre, Chief Operating Officer Howard Go, and President Lisa Gokongwei-Cheng.
Leveraging Ayala Malls’ high-traffic, strategically located destinations, Summit Outdoor Media will deploy a comprehensive suite of integrated out-of-home solutions. This forward-thinking approach aligns with Ayala Malls’ ongoing commitment, under the innovative direction of Birkett, to redefine the retail experience.
Birkett shared his vision for the partnership: “Ayala Malls’ vision is to shape inspiring environments that spark imagination and deliver personalized, immersive experiences. This partnership with Summit Outdoor Media allows us to expand the canvas upon which Ayala Malls, tenants, and relevant brands create visual brand identities which resonate with our unique customer demographics.”
Pe Aguirre expressed her excitement about the collaboration: “We’re excited to partner with Ayala Malls to bring fresh, innovative out-of-home solutions to their spaces. By combining our creative and tech-driven approach with Ayala Malls’ premier retail environments, we’re opening new ways for brands to connect with people through immersive and experiential experiences. ”
This collaboration aims to deliver powerful brand impact for advertisers and enrich the mall environment for shoppers through a blend of static, digital, and experiential formats. This includes:
- Next-Generation Digital Displays: High-impact, interactive screens strategically placed to capture attention and deliver dynamic content.
- Experiential Zones: Innovative and immersive assets designed to create memorable brand interactions that engage with more than just the visual sense.
- Integrated Mobile Connectivity: Leveraging technology to bridge the gap between physical and digital experiences, enhancing audience engagement through mobile integration.
Birkett envisions this going beyond traditional advertising, stating, “Our long-term vision… is to create an immersive, dynamic environment that enhances customer experiences and boosts brand engagement, fostering meaningful connections between consumers, brands, and the mall. “
The transformative OOH solutions brought by Summit Outdoor Media are expected to significantly contribute to the overall ambiance and engagement within Ayala Malls. Birkett commented on this, stating: “The look and feel of the malls, under this new partnership, will allow us to deliver a more dynamic and vibrant environment. Innovative OOH solutions bring immersive experiences to our malls and create a seamless connection between physical and digital experiences.”
Birkett highlighted the data-driven potential of this collaboration: “The capability to gather and analyze consumer data will allow us to gain more insight and understand consumer and audience behavior, which in turn will enable us to deliver tailored moments and experiences.”
Pe Aguirre further elaborated on the synergy and impact for the OOH industry: “This partnership is a significant step forward for the OOH industry in the Philippines. By bringing together Summit Outdoor Media’s innovative approach with Ayala Malls’ high-traffic retail environments, we’re setting a new benchmark for what OOH can achieve in retail spaces.”
This partnership is strategically vital for both organizations, aiming to achieve significant business goals:
- For Ayala Malls: To further solidify its position as an innovative mall developer in the Philippines, offering refreshing retail, dining, and lifestyle experiences to its evolving customer base.
- For Summit Outdoor Media: To enhance the customer experience through a thoughtful and seamless integration of out-of-home assets and targeted content within the retail space
Summit Outdoor Media is excited and honored to partner with Ayala Malls in creating engaging and evolving retail experiences for vibrant communities.
Go expressed his enthusiasm: “I am thrilled with our partnership with Ayala Malls. Summit Outdoor Media’s vision for innovative, high-impact OOH advertising aligns perfectly with Ayala Malls’ leadership in creating vibrant, community-centric, lifestyle destinations. Together, we are poised to deliver breathtaking and memorable OOH experiences that captivate audiences, elevate brands, and redefine the art of engagement across the Philippines’ most iconic spaces, ”
Birkett further elaborated on the significance: “Our malls are intentionally designed to serve as a catalyst for meaningful connections between brands and consumers. Consumer journeys have shifted from a linear path to a dynamic, multi-touchpoint environment. Merchants and brand partners need to engage with consumers beyond their stores and owned channels, as consumers experience moments of influence at different stages and touchpoints. Having an extensive array of OOH solutions in Ayala Malls provides more opportunities for our merchants, brand partners, and consumers to meaningfully connect, engage, and interact.”
Pe Aguirre also detailed Summit Outdoor Media’s technology-driven approach and rollout plan: “Summit Outdoor Media’s technology-driven approach is designed to elevate the Ayala Malls experience by creating immersive and engaging brand moments that resonate with today’s shoppers. Our vibrant LED and LCD displays invite shoppers to engage with content in real time. The initial rollout begins with One Ayala, where we’re focusing on engaging the high-volume commuter audience within the Makati transport hub. This strategic launch sets the stage for our broader vision: to establish a strong, innovative presence across the Ayala Malls network, transforming key locations into impactful touchpoints for brands and consumers alike. Exciting developments are on the way as we scale this partnership. “
Under the leadership of Birkett, Ayala Malls has consistently created engaging and evolving retail, dining, and lifestyle experiences for vibrant communities. Summit Outdoor Media is eager to actively contribute its expertise in dynamic out-of-home solutions to further enhance these exceptional environments, creating even more impactful connections between brands and Ayala Malls’ diverse and engaged customer base.
Birkett stated: “Bringing this vision to life entails ensuring the in-person experience is seamless between consumers’ worlds, whether online or offline and across multiple touchpoints. With this partnership, we can create immersive experiences that engage the senses and speak to consumers’ desires and preferences. “
