This year’s Festival of Media APAC Awards jury chair Margot Torres outlines the ‘sweet spot’ she is hoping to see from campaigns in the region.
Margot Torres, executive vice president and deputy managing director of McDonald’s Philippines, has been named as jury chair for the 2017 Festival of Media APAC Awards.
With 28 years of marketing experience, Torres is widely recognised as one of Asia’s most influential CMOs. M&M Global caught up with her to find out about the trends impacting media across the region – with mobile, e-commerce and multi-screen high on the agenda.
What have been the most important media and marketing trends in the Philippines, and the wider region, over the past 12 months?
“It is definitely the era or the customer. The consumer remains at the centre of it all. He dictates what content he wants and when he wants it. He creates and consumes content. He is his own channel.
“Mobile is the marketer’s dream screen as it addresses social, on demand consumption and location. Integrated and multi-screen planning is becoming the norm for big brands. [And] consumers beginning to show interest in e-commerce.”
How do you think this picture may change and evolve in 2017?
“I think multi-screen and on-demand consumption will be more prevalent. TV, mobile, outdoor will play a key role in integrated plans for more impact.
“E-commerce will grow more in popularity. The mobile wallet will become a key point of interest. Mobile will remain important and marketers need to better understand how to leverage this medium beyond the app. Messaging – WeChat, WhatsApp etc – will play a more important role.
“Brands will start to learn customer analytics and how to maximise this. They will demand for accountability and effectiveness measures.”
Are you optimistic for the performance of the industry in 2017?
“Absolutely! Marketers are eager to discover new media and continue to challenge their thinking so their brands connect more with the lives of demanding consumer. Brands will see how consumers embrace e-commerce and will realise the need for analytics. Brands will see the power of personalised, relevant and contextual messages and will look for effectiveness measures.”
“With 114% mobile phone penetration in the Philippines, a mobile first mind-set is essential to success”
What impact has mobile had on McDonald’s marketing strategy in the Philippines?
“Mobile has always been part of the brand strategy since 2011 from consumer engagement to ecommerce. Our McDonald’s delivery app was launched in 2014 and continues to grow aggressively in sales.
“With 114% mobile phone penetration in the Philippines, a mobile first mind-set is essential to success. Having a mobile-first strategy must go beyond mobile as part of a campaign. Mobile must be integrated into the customer experience and the business strategy.”
Does ‘traditional’ media still play a prominent role in your media strategy, and, if so, why?
“Yes, media plans still include traditional media for its reach. TV remains an efficient medium for marketers. Radio is used to reach the commuter in traffic. Outdoor is also important given the traffic situation. Print spend has declined. Mobile and social have become a real alternative for long form video.
“We must also recognise that even among traditional media players, they have introduced innovations like on demand content and cross platform content with digital access.”
As chair of the judges for the FOMA Awards 2017, what qualities are you hoping to see from the entrants?
“There is a sweet spot for a winning entry: it is where (a) the use of media meets (b) the creative idea that (c) delivers real value to the consumer. Behind this should be a real consumer insight. I am hoping to see more entries hit this sweet spot.”