In a candid conversation, Ms. Malou Gayapa, President of LPG Corporation, shares how the agency leverages data-driven strategies, innovation, and technology to craft impactful campaigns. From successful brand stories to navigating industry trends, she discusses LPG’s commitment to excellence, adaptability, and creating meaningful conversations in the ever-evolving advertising landscape.
Can you share a brief history of LPG Corporation and what sets it apart as a media partner in the advertising industry?
Established in 2019, LPG Corporation is a Filipino-owned media, digital, and creative advertising agency that leverages on the team’s expertise and vast experience in handling local and global accounts.
As landscapes continue to evolve and digital technologies help accelerate a brand’s growth, we remain true to our objective of delivering notable numbers and pursuing excellence in the process.
At the core of LPG is a solution-centric brand of advertising services that seeks to jumpstart conversations among audiences.
How does LPG approach strategy and research to develop effective campaigns for clients like Intermed Marketing Phils., makers of Cherifer, Immunomax, Ad-C, Pedzinc, and Memorx?
For every campaign, many variables are taken into consideration before crafting the media strategy like target market interests and behavior, historical data, and curated platforms and channels.
Could you share a campaign success story that highlights LPG’s innovation and expertise?
Cherifer is a well-loved food supplement brand that consistently delivers strong results.
These are just some of the many notable media campaigns of LPG over the years.
What significant trends or challenges do you foresee shaping the advertising industry in 2025, and how is LPG preparing for them?
The emergence of new trends will challenge agencies to dig deep and navigate through breakthroughs and discoveries.
LPG’s blueprint for strategies and insights will always be in place to create conversations that matter.
How do you see technology, such as AI and programmatic advertising, impacting your work moving forward?
Careful studies along with pivots and tweaks are considered before pursuing new opportunities in promoting brands. What is more important is to keep an eye out for technological advancements and apply a test and learn approach if these will fit the brands.
LPG relies on data and performances to aid the team in the next campaigns, whether it’s new or a tried and tested technology.
What are the notable achievements or milestones that you feel define LPG’s journey?
Overall, LPG’s insightful strategies, relevant research and data, and constant collaborations with suppliers led to successful campaigns since 2019 for our roster of pharmaceutical and lifestyle accounts. The team orchestrated media campaigns, product launches and events, and online and on-ground creatives and productions.
Aside from this, LPG prides itself on achieving above industry benchmarks for our digital media KPIs.
