DDB Plays Key Role in Success of CFO’s 2nd Global Summit of Filipinos in the Diaspora

The recently concluded 2nd Global Summit of Filipinos in the Diaspora, a biennial conference organized by the Commission on Filipinos Overseas (CFO), has been receiving rave news of late. One reason is the promise of what the CFO’s 10 programs of intervention will deliver, which will engage overseas Filipinos in the socio-cultural and economic development of the country. These interventions include skills and technology transfer, arts and culture exchange, educational exchange, business linkaging and mentoring, diaspora investments, global legal assistance, diaspora philanthropy, medical mission coordination, tourism initiatives, and return and reintegration.

Behind the success of this global summit of overseas Filipinos is a well-oiled organizational machinery steered jointly by the CFO headed by Secretary Imelda M. Nicolas and a leading marketing communications agency DDB. DDB Group Philippines was appointed by the CFO as the summit’s official communications partner and marketing arm. In line with its corporate social responsibility program, the DDB Group mobilized its collection of talents to provide services in integrated marketing and communications, advertising, customer relationship management, strategic media planning, digital and interactive marketing, direct and promotional marketing, public relations and specialty communications.

DDB Group chairman and CEO Gil Chua, explaining his corporate involvement in the summit, said, “Being part of an international communications company, we realize how important it is to be ahead of the curve and to have access to the latest trends, technology, and tools to effectively spread our messages. If, through these programs, CFO can harness what Overseas Filipinos have learned; what these current trends are, and have the Motherland put them to good use, then our overseas friends would truly have made an impact in the lives of compatriots left at home. We can see ourselves as an effective conduit for spreading these learnings.” Hidden from the glamour of the front stage are the tireless cogs of CFO and DDB who, although mainly unseen, were just as important and vital to the success of the event. They provided the infrastructure to make things run smoothly, effortlessly, and accurately. “As a communications company, that’s the least we can do for our country,” Chua concluded.

The CFO is the principal agency of the government tasked to promote and uphold the interests of Filipino emigrants and permanent residents abroad. It is also mandated to preserve and strengthen ties with Filipino communities overseas. Convenors for the recent Global Summit were the CFO, Global Filipino Diaspora Council, US Pinoys for Good Governance, and Youth Leaders in the Diaspora (YouLeaD), with co-presentor SMART International; major sponsors The Medical City, Department of Tourism, The Filipino Channel, CBN Asia, Radio High 105.9, Philippine Retirement Authority, Vibal Publishing House, Inc., ActivAsia, and DDB Philippines; minor sponsors OneA Family KTV and Sports Bar, Teen Azkals, Pag-IBIG Fund, PhilHealth, AirAsia, Century Properties, Tourism Infrastructure and Enterprise Zone Authority, PLDT, and Duty Free Philippines. Media partners were Solar Entertainment, Radio Mindanao Network, Monster Radio RX 93.1, Mellow 94.7, Manila Bulletin, Philippine Star, Summit Media, and Filwww.com.