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MARKETING & BRAND STRATEGY

Grow your brand and market share with the 

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With 20 years of delivering relevant and actionable solutions under its belt, Acumen helps you navigate challenging business environments and turn around performance to thrust your brand into growth.

CLIENTS  WE'VE WORKED WITH

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INDUSTRIES WE' VE SERVED

Advertising

Beverages

Financial Services   (Fintech, Consumer Banking, Investment & Insurance, Money Transfer Services)

Healthcare  (OTC, Nutritionals, Retail)

Infrastructure (Tollways)

Packaged Goods (Food, Home Care, Personal Care, Hardware)

Pharmaceutical (Infant Nutrition, OTC Medicine)

Real Estate (Commercial & Retail)

Restaurant

Retail (Bookstore, Drugstore, Health Product & Service)

Schools (Basic, Tertiary)

Telecommunications (Cable Services, Mobile, Data & Media)

Logistics

Airlines

WHAT OUR CLIENTS ARE SAYING ABOUT US

"Tanduay is already Number 1 worldwide in the rum category. We would like to thank and acknowledge Acumen for being part of this success."

Paul Lim
Marketing AVP
Tanduay

"We truly appreciate the thought leadership that Acumen provided on brand strategy, customer understanding, and go-to-market. We value the team’s convictions that balanced customer-centricity and business impact considerations. Our lively debates challenged us out of our bubble and comfort zone. Acumen's speed, flexibility and agility is also something we really appreciated. Perhaps the best reflection of our feedback is our intent to continue working with them moving forward."

Pepe Torres
CMO & MD for Consumer Business
PayMaya Philippines, Inc.

"Acumen's perspective really gave us a different angle. It was the jump off point that we needed. The full assessment that the engagement gave us plus the insights were crucial to the strategy we developed."

Cay Chavez

Segment Head

URC

"Acumen has helped us with real strategy. The opportunities, the insights but most especially those that we should not prioritize… at least right now. That’s what a real partner does. They give you the realities of your business, even if you’ve spent a year planning for it."

Raymund Villanueva

Director and Head of Business
PayMaya Philippines, Inc.

"Acumen's target market understanding as well as their perspective on other opportunities for the business were very helpful. I also appreciate the team's perspective on strategy and how they challenged some of our initial directions. Overall, I believe this worked to point us in the right direction."

Cristina Buenaventura
Brand Strategist

PayMaya Philippines, Inc.

Kirk Amante
Category Manager
Alaska Milk Corporation

"Thank you to Acumen for giving us so much more that what we were expecting form this workshop engagement. Aside from providing the design and templates [for the workshop], and facilitation, they also helped refine the thinking and the output of each session."

MARKETING & BRAND STRATEGY  IS HEADED BY CHELET TANJUATCO

Chelet has 20 years of marketing experience in various industries such as Beverage, Dairy, Food, and Confectionary. She started her Marketing Career in San Miguel Beer where she handled both economy and premium beer brands.


She then spent 9 years in Fonterra Brands, and led the growth of different Dairy Categories such as Maternal, Family Milk, and Dairy Foods with her expertise in Brand Positioning, Innovation and Concept Development. She was part of Fonterra Regional Team (Asia Middle East) think tank for Innovation and brand architecture for brands in the Maternal, Kids, Family, and Dairy Foods categories.

Chelet’s passion for understanding the business and the consumer continues to drive her in leading various projects for Acumen such as Tanduay, Conti’s, Century Pacific, Western Union, Sky Cable, and Hershey’s, and the first cross-generational consumer understanding research of Acumen. She is also a professor at the UA&P, teaching Brand Management and Human Insight to IMC students.

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OUR TEAM OF EXPERTS WITH YEARS OF BRAND BUILDING EXPERIENCE

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Chelet Tanjuatco

  • Adjunct Professor – Brand Management and Human Insighting, University of Asia and the Pacific

  • Chief Marketing Officer, 24/7 International Kation Technologies

  • Business Process Consultant, Soluziona Phils (Indra)

  • Regional New Product Development Consultant, Fonterra Brands, Inc.

  • Marketing Manager – Anmum Maternal Milk, Anchor Milk & Dairy Foods

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Benjie Jimenez

  • Adjunct Professor – Brand Analytics and Finance Effectiveness, University of Asia and the Pacific

  • Marketing & Innovations Head, LaFarge Holcim

  • Marketing Director – Corporate & Trade Marketing, Samsung

  • Vice President – Marketing & Sales (Nutritionals), Wyeth Philippines

  • Senior Vice President – Marketing, SM Supermalls

  • Senior Vice President & Senior Chief Marketing Officer, Asia Brewery & Tanduay Distillers

  • Marketing Director, Procter & Gamble

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Liel Gonzalez-Biscoe

  • Founder/Managing Member, Manila Consulting Group LLC

  • Vice President/Cards Business and Marketing Head, Citibank Guam

  • Acting Asia Pacific Insurance In-Business Risk & Control Head, Citibank

  • Vice President/Marketing Communications Head, Citibank Philippines

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Glenn Glinoga

  • FVP Head of Marketing, Media5 Marketing Corporation

  • Head - Mobile Devices, Samsung Philippines

  • Marketing Director, Kimberly Clark

  • VP Regional New Business / Beer Division, San Miguel Corporation

  • Marketing Director, Procter & Gamble

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Barbara Young

  • Category Director, Diageo Asia Pacific

  • Marketing GM, Chevron Asia Pacific

  • CEO, Cohen's Lifestyle Centre Philippines

  • Marketing Director, Procter & Gamble Asean, Australia, India

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Mila Lee

  • Independent Marketing Consultant, UK (Baccarat Crystal, Ayala Land UK, Philippine Embassy London)

  • Global Marketing Director, Corporate Strategy & Capability, Procter & Gamble US

  • Global Shopper Marketing Director, Procter & Gamble

  • Regional Marketing Director & Category Leader, Procter & Gamble Greater China

  • Various marketing and finance roles in Procter & Gamble Asia including Philippines

Advance with clarity and
act with confidence with the

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Get an unbiased diagnosis and a holistic discovery of what your brand and business needs—through a process led by senior marketing consultants with global and Philippine experience and expertise.

Build your brand with solutions that have been continuously developed over 20 years  of consulting—fine-tuned specifically to help you achieve your most critical objectives.

FEATURED MARKETING & BRAND STRATEGY SERVICES

ROBUST INSIGHT DISCOVERY &  STRATEGIC BRAND BUILDING  

Confidently craft  a value    proposition and brand positioning that is compelling, differentiated, and yields business results  founded on a   thorough  understanding  of your market landscape, your brand's value, and your customer drivers.

INNOVATION & STRATEGIC BRAND BUILDING WORKSHOPS

Generate game-changing and revenue-driving propositions, ideas, processes, products, and solutions  that lead to business growth through carefully designed and facilitated workshops.  These workshops are designed to help you create competitive brand and marketing strategies and guide you through brand and product innovation.

COMPETITIVE WAR GAMES WORKSHOP

Gather valuable insights and elevate your strategies and plans with a better understanding of your   competitors, what they are doing,  and what your brand should prioritize. 

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