MANILA, Philippines – Top marketing executives from various multinational companies have recently gathered to discuss how media can help maximize the return of investment (ROI) in a recession environment.
“The difference is not about spending more or less because of the downturn. It’s about spending differently to drive ROI,” said Guy Abrahams, APAC regional director for Communications Planning, ZenithOptimedia. He also shared helpful marketing communication strategies on how to connect with consumers despite the economic slump.
“It is indeed an honor to have been the first to lead the media industry in addressing recession through a ROI standpoint,” said Kiran Vaswani, chief executive officer of ZenithOptimedia.
Other featured speakers include August Benitez, senior vice president for Customer Development Group, ABS-CBN Network; Leah Nuyda, vice president for Entertainment TV Sales, GMA Network and Jeffret Saez, media manager, ADMAX Network Philippines. Benitez and Nuyda explained how television can provide an advantage despite the recession while Saez talked how digital advertising can help improve ROI.
During the conference, ZenithOptimedia also assured its clients of its commitment to help them weather the economic storm, enabling them of effective strategies, tools and renewed creativity.