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Bida ang saya is a line that Filipinos know all-too-well. Because of the brand’s marketing, it has become a no-brainer that Jollibee rings a bell that goes beyond their signature Chickenjoy. For the past three years, the brand has been creating tear-jerker and swoon-worthy films in the Kwentong Jollibee Valentines series. One would not also miss the special edition Jollibee x Coca-Cola can design collaboration.
At the top of Jollibee’s Marketing Maven is the brand’s Global Chief Marketing Officer, Francis Flores. People might know him for his stellar work, but little do they know about the things that make him tick. For example, did you know that before he was with Jollibee, he spent 10 years of his career in Unilever? He is also the co-owner of a bar in Uptown in BGC. And his favorite way to unwind? Good music, good drink, and good company. adobo magazine goes behind the red doors of his bar, Studio 28, to catch up with Francis. Below is the condensed transcript:
Did you have mentors that you looked up to and learned from?
I always tell people that mentors are great blessings and influences to your career, and you should actually aim to collect mentors like people who would emotionally invest in you, who would take care of you and guide you. I was blessed to have great mentors from Unilever and Jollibee Foods Corporation (JFC).
In Unilever, my mentor was Pong Ejercito, who has shared leadership lessons that I still practice. Mars Aron, Noel Lorenzana and his wife, Gina Lorenzana; they were my bosses too. I was also blessed to have mentors like Rhodora Fresnedi; she was the HR Director at that time and I call her my Unilever Mom. I still consult her for career decisions. Dondi Gomez was also my mentor and I work with him now in JFC.
I have mentors as well in JFC. First is the Jollibee President, JJ Alano, who I refer to as my kuya in JFC. He really guides me. My boss Sir Ato, our CEO, as well as Sir Tony and Sir Smitty, the founders. I really look up to these people as my mentors.
What were your key learnings from these mentors, what you were able to pick up throughout your career?
One common key learning that I got from my mentors is the idea that everything centers around your consumer. All the decisions that you make at the end of the day are based on what you think is best for the consumer. The consumer is the center of the brand, not the other way around.
In terms of leadership, I think the best form of leadership is servant leadership, it means you’re there to serve and not to be served. You always have the interest of your people in mind, you have the interest of the company in mind. You also serve your customers, your consumers, as well as the brand more than your own personal interests.
If we were to follow you around, what would the day in the life of Francis Flores look like?
Mondays to Fridays are back-to-back meetings. From 9 am until 7 pm, even during lunch breaks. That’s my typical day. I’ve learned to get used to this because I’m handling Jollibee, the brand. It’s a big business and I guess one of the things that come together with the responsibilities, is the demand for work.
I think what makes you great in marketing is establishing relationships in the industry. You meet up with people after work, because you want to establish relationships for the brand. After office work, either you go on offline editing or you attend an event or you have dinner, like just to nurture that relationship. It’s all part of the job.
We’ve watched you speak at events for a couple of times. Do you think that you’re an extrovert?
I’m a hundred percent extrovert, I wouldn’t be in this business if I am not an extrovert. I’m not saying that you have to be an extrovert to be in marketing but it’s a big advantage, I think it’s because of the demand of the job like you have to talk to a lot of people, you have to deal with creative people, you have to deal with agencies and there are a lot of presentations and you talk about communication. Plus I was in theater in high school so I’m quite comfortable on stage. So I actually like it.
What do you think about the idea that creativity is necessary in work?
It’s a must. Especially in marketing. In advertising half is science and half art. Films like “Kwentong Jollibee” are art. I’ve always been a supporter or like a believer of creativity but creativity can encompass a lot of things. From a business point of view, it’s about finding solutions that are not common, thinking out of the box and that gives you ahead, that makes you ahead of your competition because one of my favorite quotes is, “The future belongs to those who see possibilities before they become obvious.” That’s from John Sculley.
For you to see possibilities, you need to have creativity and imagination because you’re trying to go beyond of what’s happening and that requires creativity. For me, the critical parts in advertising is strategic thinking and the creativity. Personally, I really love working with creative people, I really like interacting with agency people because creativity keeps you young. Having that curiosity of a child is fun. Those are the things that are important for you to do great work.
*This transcript has been edited for clarity and comprehension. Watch out for the full feature on Francis in adobo magazine’s upcoming print magazine, the Digital issue.
