Journal
From Activist to Adman — How the Anti-Marcos Movement Made Me a Better Marketer
Key Takeaways: Some of the most valuable marketing training happens outside marketing –mine happened in the anti Marcos movement Every flyer and every rally had to land: that was audience segmentation before anyone called it that Distribution mattered as much as content — trusted networks were our channels The goal was never just to inform but to mobilize; that’s virality by another name Look behind history’s movements and you’ll find someone who understood audience, message and reach People are sometimes surprised when I tell them where I got my most valuable marketing lessons. It wasn’t a classroom. It wasn’t a boardroom. It was the Anti-Marcos movement — in the streets, in secret meetings, in the business of moving people when the stakes were life and
Why Social Media Was the Real Tipping Point of the 2016 Philippine Elections
Series: Inside the Campaign First of 10 Parts Reading time: 6 min read Key Takeaways: Social media in 2016 was no longer a youth or elite medium — it reached every corner of the Philippines With 42 million active social media users and free Facebook from telcos, the platform was effectively free for millions We spent a fraction of what our competitors did on traditional media — and won Social media scales both authentic messages and disinformation equally — discipline is non-negotiable For strategists: stop treating social as supplementary. In many campaigns, it IS the campaign. For years, the conventional wisdom in Philippine politics was simple: if you want to win, you dominate television. TV was king. Radio was queen. Everything else was a footnote.
Inside the Campaign: 10 Lessons from the 2016 Duterte Digital Playbook
A 10 Blog Series for Marketers, PR Professionals & Digital Strategists ABOUT THIS SERIES This is Inside the Campaign — a 10-part series drawn from my direct experience in the Communications Group of then-candidate Rodrigo Roa Duterte during the 2016 Philippine presidential elections. My role covered TV and radio strategy and the overall management of the campaign’s social media effort. What I witnessed — and what we built — permanently changed how I think about media, messaging, and movements. These posts are written for marketers, PR professionals, political scientists, and digital strategists. The lessons are not confined to politics. Every principle we applied in 2016 maps directly onto the challenges facing communicators and brand builders today. The schedule: The series launches Tuesday, July 21, 2026,
The Illusion of Justice: Why the 2026 Political Spectacle is a Trap for Philippine Democracy
The Bread and Circuses of the Present Right now, the Filipino public is being treated to the ultimate political bloodsport. In one corner of the world, a former president sits in an ICC detention facility in The Hague. Closer to home, a sitting Vice President is undergoing a grueling Senate impeachment trial that completely monopolizes every headline, tweet, and broadcast. To the casual observer, it looks like a long-overdue reckoning—the wheels of justice finally grinding down an empire. But we must look past the theater. While accountability for past or present misdeeds is necessary, we are blind if we do not see that the real story of 2026 is not the trials at all—it is Philippine Charter Change 2026, the quiet effort to use this
The Trial Isn’t About the Money
I wrote a piece a while back about why the Pink and Yellow factions appear to be propping up an administration they spent years opposing. Moral decoupling, I called it — the cold discipline of separating a player’s flaws from their usefulness and running the two ledgers separately. Readers liked it. A few asked the obvious follow-up question, the one I’d ask if I were still in the room: fine, but what would you tell the other side? So let’s do that. Let’s sit in the other war room for a minute — the one defending Vice President Sara Duterte as her second impeachment trial opened last week — and read the same board from that chair. I’ll say this up front: neither the Vice
Two Lefts, One Label
Where the Makabayan bloc and the Akbayan bloc sit in the Philippines’ war of misdirection A follow-up to “Strategic Misdirection in Political Messaging” The first piece argued that a great deal of Philippine political messaging works not by lying outright but by pointing the audience at the wrong object — collapsing distinctions the speaker would rather you not see. Nowhere is that mechanism cleaner than in how the country talks about “the left.” The word does an enormous amount of quiet work. It flattens two rival traditions, born of a bitter split, into a single red silhouette. And that flattening is not an accident of shorthand; it is a political asset that different players spend and defend. So it is worth doing the un-collapsing. Where,