Philippines – ING Hubs Philippines has recently announced the appointment of Lana Macapagal as its new head of communications, brand and marketing communications, ushering in a fresh chapter for the organisation as it strengthens its brand presence in the Philippines.
With over 14 years of experience in branding and marketing communications, Macapagal aims to steer the organisation’s branding and communication strategies, aligning them with global objectives while harnessing local opportunities.
In an exclusive interview with MARKETECH APAC, Macapagal discussed her new role and unveiled a strategic roadmap aimed at strengthening ING’s position as a premier global capability hub and a top of employer of choice in the Philippines.
Banking on stories to boost visibility
Before joining ING, Macapagal was the PR lead for Asia-Pacific at Rakuten Viber, where she significantly influenced the company’s public relations and communication strategies throughout the region. Over her more than five years at Rakuten Viber, Macapagal also took on business development responsibilities, forging strategic partnerships with some of the most prominent and respected companies in Asia-Pacific. Prior to her tenure in the tech industry, she launched nationwide campaigns and promotions for retail brands, which she credits with honing her marketing communication skills.
For Macapagal, effective storytelling is a powerful tool in shaping a brand’s reputation. Her goal is to craft messages that deeply resonate with audiences and stakeholders, leaving a lasting and meaningful impact.
“By making sure our stories are authentic, compelling, and newsworthy, I aim to strengthen ING’s visibility and ensure our story reaches the right people in the most impactful way,” she expressed.
In her new role at ING, Macapagal’s top priorities include developing a unified brand strategy, driving innovative marketing initiatives, and crafting compelling narratives to strengthen ING’s stakeholder connections.
“By thoroughly understanding our audience, crafting a clear brand message, and ensuring consistent communications across all platforms, we can build a cohesive and powerful brand identity,” she shared.
Macapagal emphasised the importance of aligning the local brand strategy with ING’s global business strategy, ‘Growing the Difference.’ Through a deeper understanding of target audiences and a focus on consistent messaging across platforms, she aims to cultivate a cohesive and powerful brand identity.
She added, “In the past years, ING has already made the difference globally. How do we leverage this and continue grow the difference locally? This is one of the exciting challenges I am happy to take! “
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