MANILA – As online consumers become more complex and more demanding, how does a brand navigate its way through the vast digital expanse?
ArribaDigital, a new full service digital agency thinks it may have the solution.
Arriba COO, Kankan Ramos explains: “For us in Arriba, it is always about the consumer. Consumer expectations have changed radically through the years – they expect and want access to every bit of information from every touchpoint; and this desire for information is on demand, not 5 minutes from when they seek that experience. That is why we need to create a completely immersive experience, combining or integrating the physical and digital worlds to create singular XP for the consumer, creating bonds and connections between brands and consumers.
ArribaDigital COO Kankan Ramos
The OneXP lies at the core of ArribaDigital.
Laszlo Lim, Chief Strategy Officer of ArribaDigital opines; “The digital behavior of our consumers does not live just online; and the physical activities of our consumers does not stay offline. These two worlds have been coming together for quite some time now, and the delineation between offline and online is getting blurred more and more.
Realizing this, we felt that in order to get closer to our consumers, we had to be able to cross borders as well. Rather than offer fragmented messages across different mediums, channels, or executions, we felt it was imperative to give them a singular experience of a brand.”
ArribaDigital may be a new name in the digital marketing industry, but just over a year into its operations, this little start up has kept itself busy. After being awarded the Vitasoy-URC account for digital strategy, creative, content and media in a four way-pitch, the small agency has helped the brand establish its presence and grow its business in the local market.
Tata Albert, General Manager of Vitasoy-URC, chimed in on the importance of digital:
“Our target market isn’t part of the usual broad stroke. We have a specific shopper and specific consumer in mind.
We also have a relatively new, budding market that isn’t too trusting or susceptible to traditional means of making brand claims.
While we still value to impact of traditional media in order to get awareness, we find that Digital is the best medium to be able to educate, inform, reinforce, and build confidence around a new market and a new brand.
We have also discovered how essential digital is in reaching out to today’s consumer. Multiple screens, multiple platforms benefit from cohesive messaging inclusive of Digital.”
When asked why ArribaDigital was awarded the Digital AOR, Ms. Albert revealed:
“We are a new brand in a huge market, but part of a strong and large conglomerate. We were certain that we would be able to interest the many digital agencies in the country. However, being a small brand, we found that the larger digi-agencies tended to ‘tell us’ what we need to do, rather than ‘listen’ to what we were asking of them. Arriba had the right balance of addressing our strategic requirements while having room for thought leadership, without being preachy. We continue to learn from each other while having open minds towards what the best solutions are for our brand. And that relationship works for us.”
Brand Assistant, Yves Nacpil added: “The pitch of Arriba Digital for launch year went beyond complementing ATL and BTL efforts – it was about pushing the use of digital to be as efficient as, or maybe even more than, ATL. The digital campaign proposal was massive and at the same time cost-efficient. Also, the Consumer journey seemed to be a primary consideration in crafting the brand’s media buying strategy that it supported the progression on messaging and the allowed better consumer targeting.”
But the major pitch win was just the beginning, as the small shop has continued to grow its list of clients, adding the Digital PR business for three brands under Ginebra San Miguel, winning the digital portfolio of Eastern Communications, and engaging other brands like Unilab, Techbox, and St. Rafael Development Corporation.
