MANILA - ABS-CBN once again opened its doors to brand partners and advertisers in a two-day trade series, reaffirming what it means to be “Kapamilya.”
“ABS-CBN is not a frequency, a building, or a tower. ABS-CBN is every partner, every viewer, every advertiser, and every Filipino. ABS-CBN is hope. ABS-CBN ay tayo,” ABS-CBN President and CEO Carlo Katigbak said in the video presentation.
The event venue was filled with partners who continue to trust the company’s drive to innovate across every platform used by Filipinos.
“This is our state of the network address — a simple message that we have collaborated with so many entities,” said August Benitez, ABS-CBN Integrated Sales head said in an interview. “Now, we have a complete product portfolio that can take on brand challenges on air, on the ground, online, on the big screen, and on the go.”
In the spirit of collaboration, ABS-CBN’s partners expressed excitement about working together to create experiences that will touch hearts and bring Filipino stories to life — allowing them to reach more people in more ways.
“Through the different stories and experiences ABS-CBN is creating, as an advertiser, we have a partner in connecting with all Filipinos,” said Dennis Perez, head of marketing for Beauty and Wellbeing Greater Asia at Unilever.
Ace Ritualo of Unilab added that their partnership with ABS-CBN is about “enriching and learning together in the ever-changing landscape of TV, radio, and now the ever-evolving digital platform.
One of the highlights was a look at the new creative approaches to storytelling on the all-new iWant, dubbed as the “Home of Pinoy Feels.”
“We are also launching new ad formats,” iWant head Jolly Estaris said. “They have to be part of the story as well. We want them to look at iWant as a creative hub that will really resonate with audiences.”
Partners were welcomed by a star-studded roster— including Anne Curtis, Coco Martin, Julia Montes, Donny Pangilinan, Maris Racal, Luis Manzano, Jessy Mendiola, and more.
ABS-CBN brought in the stars of iWant offerings like “Ghosting” and “Love at First Spike” as well talents from well loved programs such as “It’s Okay to Not Be Okay,” “Batang Quiapo,” and “It’s Showtime.”
ABS-CBN News anchors and reporters were also present.
The program featured performances by Erik Santos, known as the “King of Pinoy Teleserye Theme Songs,” and AC Bonifacio, Alexa Ilacad, Rain, Wrive, and More.
Guests also joined interactive activities, including the TV Patrol booth and a photo session at a replica of the Millennium Tower.
Partners were also given a preview of upcoming Kapamilya stories, including the much-anticipated Roja starring Donny Pangilinan and Kyle Echarri.
Benitez said the event not only celebrates partnerships but also strengthens them.
“Gauging from last year, all our revenues increased in the following months after. I think it works because they can see our vision and commitment,” he said.
ABS-CBN reaffirmed its mission to be the home of every Filipino, made stronger through lasting collaboration with its partners.