MANILA, JANUARY 30, 2013— JWT Manila gave marketers and media an in-depth
glimpse at how key global consumer trends will play out in the Philippines this
year at the January 30 launch of “JWT First Press: Take a Recess from Serious”
at the Active Fun at Bonifacio Global City, Taguig.
JWT Manila’s report
presented a playful and localized look at Global JWT’s Top 10 Trends report.
This included analysis on how brands, products and categories can leverage
these trends and create fun connections and interactions with consumers in the
Philippines. Play, which
is this year’s overall event theme, is also part of the other key trend drivers
some of which are the rise of new technology and the increasing awareness
around the impact of stress and happiness on one’s well being.
“Now on our fifth year, what we are discovering is
that this year’s crop of trends tends to be outgrowths and extensions of
previous trends. But when you delve deep into each trend and mash this up with
what we know about the local consumer, we find that there are exciting
opportunities brands can play with and run with” said Pam Garcia, Executive
Planning of JWT Manila, who presented the report and led the research in the
Philippines.
JWT Intelligence, which is
based in New York, has been putting out its global “10 Trends” report since
2004, drawing on research from across the agency’s international network. For
the last four years, JWT Manila has conducted additional research with local
experts and consumers to better gauge the relevance and impact of those trends
in the local market.
As part of this year’s
research, JWT Manila’s planning team conducted focus groups and interviewed 11 local
experts including an Asian expert on analytics, about topics related to well
being, technology and health. The study was grounded on middle-income consumers
who validated and gave context to this year’s core trends.
Original article by Adobo Magazine: http://www.adobomagazine.com/global/module.php?LM=news.level1&id=1359977001891
