MANILA, PHILIPPINES — The Association of Filipino Franchisers, Incorporated (AFFI) recently awarded the people and organizations that found ways to help the industry association, the franchising industry, and the micro, small and medium enterprises (MSMEs) while they were struggling a lot during the onslaught of the COVID-19 pandemic.
Among these awardees were Gil G. Chua, group chairman and chief executive officer of DDB Group Philippines and Kathleen Pador, business unit director of Bent & Buzz, DDB Group’s entertainment content arm.
Both Gil and Kathleen were recognized for their role in the BUYAnihan campaign spearheaded by AFFI in July 2020 to help MSMEs directly hit by the pandemic The term “BUYanihan” was taken from the words “buy” and “bayanihan,” aimed at rallying consumers and other stakeholders to help MSMEs rebuild and recover their livelihood and regenerate the jobs that were lost during the pandemic.
“Thank you, AFFI for this award. It’s nice to be in a business where we can be of help to others – to be able to give back through our work and our people. I hope by recognizing us as AFFI heroes, we are able to inspire others to make every day an opportunity to change the game not only for themselves but for others as well,” said Gil.
DDB Group Philippines provided pro bono creative and communications expertise and, through partnerships, created the digital content and the e-commerce platform for the campaign.
The integrated marketing communications group also came up with the song lyrics written by Pador for the BUYanihan’s music video and TVC’s soundtrack, with no less than Gary Valenciano performing the song “Puwede pang Mangarap“.
The country’s premier trade organization that is committed to promoting MSMEs through franchising, AFFI referred to its award recipients as individuals unfazed by the pandemic and worthy of emulation as they will guide and lead the country towards economic recovery, progress, and prosperity.
