Following Ellerton & Co.'s latest expansion into the Philippines, we caught up with Gab Abeleda and Ariana Ubina to share insights on why the Philippines is gaining attention from global brands, growth opportunities beyond Manila, and the best comms strategies for achieving long-term success in the market.
What makes the Philippines an attractive market for global brands today, and how has this evolved in recent years?
Gab Abeleda: Global brands looking to set up shop in the Philippines can benefit from the country’s growing middle class and young, digitally savvy population. The Philippines has consistently ranked high in social media use, and recently, the use of emerging technologies such as artificial intelligence (AI) in the workplace. With more than half of the population under 30, more consumers are living deeply digital lifestyles, increasing demand for innovative and personalised products and experiences. This raises the onus for global brands to effortlessly integrate into these digital lifestyles, while threading cultural sensibilities.
Ariana Ubina: The market is also considered a key hub for tech talent, driven by its young and educated workforce, well-versed in the language of technology and innovation. This gives global companies more opportunities to scale their businesses through finding and utilising the right talent. This unpacks tremendous potential as it allows companies to marry both global and local insights into their day-to-day operations, product / service development, and customer engagement.
Manila has long been the country’s business hub, but what other cities should companies watch for growth?
Gab: Beyond Manila, Cebu and Davao continue to lead as the country’s most promising growth centres. Cebu remains a key economic contributor, supported by major infrastructure developments like the Cebu Rapid Transit and the Cebu Mactan 4th Bridge. Office demand is surging, with occupancy nearing 80 percent, driven largely by the IT BPM sector. Meanwhile, Davao is solidifying its role as Mindanao’s business capital, posting 7.5 percent growth and contributing over half of the region’s GDP. Its diversified economy, spanning agribusiness, tourism and technology, along with strong governance and public safety, makes it a top destination for expansion.
Ariana: Beyond the usual hotspots, Cagayan de Oro is one to watch. It recently ranked third among startup hubs in the Philippines, and BCI Global identifies it as one of 24 emerging tech hubs worldwide. With a population of over 1.7 million, the city offers a compelling mix of scale, affordability, and livability. It's quickly becoming a strong contender for international tech and support operations seeking their next frontier.
Based on your experience working with major global brands, what are the most effective strategies for market entry and long-term success in the Philippines?
Gab: Localisation is key for global brands to succeed in the Philippines. Messages are best retained and understood when we feel most connected to them - creating a ripple effect that transforms brand users / customers into brand advocates. While it is important to get people to use a brand, long-term success is hinged upon creating communities of advocates that constantly rally behind a brand’s purpose. Brands that invest time and effort in understanding how to communicate to Filipinos, and cut through cultural nuances will set themselves up to build deeper connections with customers, and end up thriving the most.
Ariana: Thoughtful storytelling and authentic engagement are key comms principles brands must adhere to when expanding to the Philippines. This can take on many forms, such as having a spokesperson who genuinely understands local culture and nuances and can deliver messages that resonate deeply with Filipinos. Brands must also offer products and services that make sense for digitally savvy Filipinos across generations, or help businesses digitally transform to improve their offerings to consumers. These create effective communications campaigns that highlight how a firm creates a real impact for its audience and the industry as a whole, building reputation, attracting partnerships, and driving customer acquisition.
For Philippine brands looking to expand internationally, what are your top tips for increasing visibility and staying competitive in the global market?
Gab: Never underestimate the power of a good communications strategy. This allows local brands to be intentional with their expansion plan by highlighting what makes them competitive on the global scale, without losing sight of their local roots. A good communications plan also comes with a sustainable cadence, with local sensibilities in mind. Brands must invest time and effort to consistently communicate their added value, backed by a clear understanding of the messages and channels that resonate best in those new markets.
Ariana: Media engagement is a powerful way to boost visibility and position your business as a competitive player. One evergreen angle is industry trends, which not only fuels relevant storytelling but also strengthens your thought leadership. Spokespersons should demonstrate a clear understanding of market shifts and how their company is built to adapt and stay resilient, setting the tone for best practices in the industry. Just as crucial is highlighting your ‘why’. When your mission is reflected in every product, service, and initiative, your brand becomes more relatable and grounded. This makes it easier to build trust, increase visibility, and stay competitive in new markets.
Looking ahead, what sectors do you see driving the next wave of growth in the Philippines?
Gab: The financial services industry will continue to drive growth for the Philippines, due to consolidated efforts from public and private groups to boost digital literacy and financial inclusion. Fintech start-ups in the country have grown tremendously over the last couple of years, and are showing no signs of slowing down. Likewise, traditional industry players have consistently demonstrated their commitment to integrating digital solutions into their services. With AI thrown into the mix, this industry is poised to grow even more as stakeholders find new and creative ways to help Filipinos make better financial decisions, and even take part in the digital economy.
Ariana: Sectors like wholesale and retail trade, vehicle repair, financial services, and construction have been key drivers of the economy in recent months, according to the Philippine Statistics Authority. These highlight how strong performance in core industries fuels overall growth. Looking ahead, essential sectors such as logistics, healthcare, education, and agriculture will remain a driving force, especially as technology continues to create space for all industries to evolve. There's growing potential for efficiency, inclusivity, and sustainability as more businesses modernise legacy systems. Adopting new technologies while preserving valuable practices is key to long-term growth.
What makes the Philippines an attractive market for global brands today, and how has this evolved in recent years?
Gab Abeleda: Global brands looking to set up shop in the Philippines can benefit from the country’s growing middle class and young, digitally savvy population. The Philippines has consistently ranked high in social media use, and recently, the use of emerging technologies such as artificial intelligence (AI) in the workplace. With more than half of the population under 30, more consumers are living deeply digital lifestyles, increasing demand for innovative and personalised products and experiences. This raises the onus for global brands to effortlessly integrate into these digital lifestyles, while threading cultural sensibilities.
Ariana Ubina: The market is also considered a key hub for tech talent, driven by its young and educated workforce, well-versed in the language of technology and innovation. This gives global companies more opportunities to scale their businesses through finding and utilising the right talent. This unpacks tremendous potential as it allows companies to marry both global and local insights into their day-to-day operations, product / service development, and customer engagement.
Manila has long been the country’s business hub, but what other cities should companies watch for growth?
Gab: Beyond Manila, Cebu and Davao continue to lead as the country’s most promising growth centres. Cebu remains a key economic contributor, supported by major infrastructure developments like the Cebu Rapid Transit and the Cebu Mactan 4th Bridge. Office demand is surging, with occupancy nearing 80 percent, driven largely by the IT BPM sector. Meanwhile, Davao is solidifying its role as Mindanao’s business capital, posting 7.5 percent growth and contributing over half of the region’s GDP. Its diversified economy, spanning agribusiness, tourism and technology, along with strong governance and public safety, makes it a top destination for expansion.
Ariana: Beyond the usual hotspots, Cagayan de Oro is one to watch. It recently ranked third among startup hubs in the Philippines, and BCI Global identifies it as one of 24 emerging tech hubs worldwide. With a population of over 1.7 million, the city offers a compelling mix of scale, affordability, and livability. It's quickly becoming a strong contender for international tech and support operations seeking their next frontier.
Based on your experience working with major global brands, what are the most effective strategies for market entry and long-term success in the Philippines?
Gab: Localisation is key for global brands to succeed in the Philippines. Messages are best retained and understood when we feel most connected to them - creating a ripple effect that transforms brand users / customers into brand advocates. While it is important to get people to use a brand, long-term success is hinged upon creating communities of advocates that constantly rally behind a brand’s purpose. Brands that invest time and effort in understanding how to communicate to Filipinos, and cut through cultural nuances will set themselves up to build deeper connections with customers, and end up thriving the most.
Ariana: Thoughtful storytelling and authentic engagement are key comms principles brands must adhere to when expanding to the Philippines. This can take on many forms, such as having a spokesperson who genuinely understands local culture and nuances and can deliver messages that resonate deeply with Filipinos. Brands must also offer products and services that make sense for digitally savvy Filipinos across generations, or help businesses digitally transform to improve their offerings to consumers. These create effective communications campaigns that highlight how a firm creates a real impact for its audience and the industry as a whole, building reputation, attracting partnerships, and driving customer acquisition.
For Philippine brands looking to expand internationally, what are your top tips for increasing visibility and staying competitive in the global market?
Gab: Never underestimate the power of a good communications strategy. This allows local brands to be intentional with their expansion plan by highlighting what makes them competitive on the global scale, without losing sight of their local roots. A good communications plan also comes with a sustainable cadence, with local sensibilities in mind. Brands must invest time and effort to consistently communicate their added value, backed by a clear understanding of the messages and channels that resonate best in those new markets.
Ariana: Media engagement is a powerful way to boost visibility and position your business as a competitive player. One evergreen angle is industry trends, which not only fuels relevant storytelling but also strengthens your thought leadership. Spokespersons should demonstrate a clear understanding of market shifts and how their company is built to adapt and stay resilient, setting the tone for best practices in the industry. Just as crucial is highlighting your ‘why’. When your mission is reflected in every product, service, and initiative, your brand becomes more relatable and grounded. This makes it easier to build trust, increase visibility, and stay competitive in new markets.
Looking ahead, what sectors do you see driving the next wave of growth in the Philippines?
Gab: The financial services industry will continue to drive growth for the Philippines, due to consolidated efforts from public and private groups to boost digital literacy and financial inclusion. Fintech start-ups in the country have grown tremendously over the last couple of years, and are showing no signs of slowing down. Likewise, traditional industry players have consistently demonstrated their commitment to integrating digital solutions into their services. With AI thrown into the mix, this industry is poised to grow even more as stakeholders find new and creative ways to help Filipinos make better financial decisions, and even take part in the digital economy.
Ariana: Sectors like wholesale and retail trade, vehicle repair, financial services, and construction have been key drivers of the economy in recent months, according to the Philippine Statistics Authority. These highlight how strong performance in core industries fuels overall growth. Looking ahead, essential sectors such as logistics, healthcare, education, and agriculture will remain a driving force, especially as technology continues to create space for all industries to evolve. There's growing potential for efficiency, inclusivity, and sustainability as more businesses modernise legacy systems. Adopting new technologies while preserving valuable practices is key to long-term growth.
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