Convos with Marketing Pros, Episode 5: Jasper Evangelista of DITO Telecom explains how to build creative marketing strategies that resonate with Filipinos
For episode 5 of Near Creative’s ongoing series Convos with Marketing Pros, we have Jasper Evangelista, brand and marketing director of DITO Telecom.
Jasper offers his unique perspective in the telecommunication industry and his observations on how to create a cohesive and creative marketing campaign that does not just feel authentic, but specifically rings true to the everyday Filipino consumer.
Tell us more about your company and what’s keeping you busy these days.
“My role revolves around creating marketing strategies that truly connect with everyday Filipinos across the country. Right now, my main focus is on building and scaling what we call DITO ‘telecommunities.’ It’s a movement that reimagines how we connect with our customers – not just through our products and services, but by creating digital hubs that empower individuals and communities to thrive in today’s digital economy.
“This initiative is about more than just providing connectivity. It’s about bridging the digital divide and giving underserved communities access to opportunities they’ve never had before. Whether it’s education, economic growth, or civic participation, we’re working to ensure that no one gets left behind. By combining hyperlocal engagement strategies with purpose-driven digital solutions, we’re not just building a customer base. We’re building relationships that matter.
“Outside of work, I’m passionate about brand education. I love speaking at marketing summits and workshops where I get to share insights and strategies that challenge the status quo. It’s always exciting to connect with other marketing professionals and learners, and to advocate for more inclusive, culturally relevant approaches to brand building – especially in emerging markets like ours. For me, leadership isn’t just about personal success. It’s about contributing to the growth of the entire marketing community.”
You've been in the telco space for the past 5 years. How do you stay updated and how has your approach evolved over the years?
“One key thing I’ve learned is that staying relevant is nonnegotiable. While I keep an eye on tech advancements in information and communication technology, I also focus on observing real human behavior. I pay attention to how Filipinos interact with technology in their daily lives – how they react when they land at airports, how they load data, and what frustrates or delights them about connectivity. These small, everyday moments often reveal insights that data dashboards can’t.
“I also immerse myself in global trends, from Web3 to AI, and even youth subcultures. Over the years, my approach has shifted from simply executing campaigns to building ecosystems. Every initiative I work on now has to create a ripple effect, whether it’s creative work that drives sales, services that delight customers, or systems that scale naturally. I’ve also learned to be ruthless in filtering ideas: if it doesn’t connect meaningfully to the community or drive results, it doesn’t make the cut.”
In your experience, what are the key elements that make a marketing campaign truly stand out in today’s competitive/short attention span landscape?
“For me, it boils down to three things: clarity, contrast, and conviction. First, your message has to be crystal clear within the first three seconds, especially in a world where people are scrolling endlessly. Second, it needs to stand out visually or emotionally to break through the noise. And finally, it has to be rooted in a strong sense of purpose. The majority of consumers these days have built-in “fake detectors” and they can sniff out inauthentic adverts from more than a hundred meters away.
“When we launched DITO Home Wow-Fi, it wasn’t just about clever wordplay. It was a bold statement about what 5G should really mean: accessible, powerful, and inclusive. As the world’s first commercial deployment of RedCap technology for residential use, it was a global milestone. But more importantly, it made high-speed 5G affordable for millions of Filipinos who had been priced out of high-speed digital access for far too long. This is genuinely our mission DITO.”
How do you see the role of influencer marketing changing, and what strategies do you recommend for brands looking to leverage this trend effectively?
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“Influencer marketing is shifting from being about reach to being about resonance. It’s not about how many followers someone has. It’s about how much trust they’ve built with their audience. The best influencers today are those who have deep connections with their communities, whether through expertise, leadership, or authenticity.”
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“For brands, this means moving away from transactional relationships and focusing on collaborative storytelling. The most successful partnerships happen when influencers genuinely align with your brand’s values. Instead of giving them a script, let them lead the narrative. The goal is to create moments that feel natural and authentic, not like a paid ad.”
With the rapid rise of platforms like TikTok, how should marketers adapt their content strategies to engage younger audiences, particularly Gen Z?
“I have a daughter, Mika, who’s about to graduate from college, so I get my daily dose of engagement with this unique and fascinating generation. Gen Z is unlike any other consumer segment. They don’t respond to traditional advertising. To capture their attention, you need to offer something meaningful, whether it’s utility, creativity, or a way for them to express themselves.
“Platforms like TikTok are a perfect example of this shift. TikTok rewards content that feels real, spontaneous, and in-the-moment. It’s not about polished perfection; it’s about authenticity. Watching how Mika and her peers interact with content has taught me that brands need to stop broadcasting and start collaborating. The key is to create opportunities for participation where Gen Z and younger millennials feel like they’re part of the story, not just the audience.
“At the end of the day, my advice? Don’t overthink it. Instead of meticulously planning every detail, experiment and adapt. Some of our best campaigns on TikTok came from treating it as a creativity sandbox where users could remix, reinterpret, and personally interact with our brand. The key is to spark participation, not just push out content.”
What advice would you give to marketing professionals who want to stay ahead of the curve and continuously improve their skills?
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“If you want to stay ahead, become a student of human behavior. Pay attention to what frustrates, excites, and inspires people...”
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“Test your ideas constantly, and don’t be afraid to fail. Also, look beyond marketing for inspiration. Study things like game design, behavioral economics, and even music videos. The best marketers I know are endlessly curious.”
“And don’t be afraid to share your journey. Post your work-in-progress, talk about what you’re learning, and let people see your growth. It’s a great way to build trust and get feedback that helps you improve.”
In 2025, what marketing trends are you most excited about and how are you planning to leverage them more?
“For the first half of 2025, I feel this will be all about participation. Customers aren’t just consumers anymore; they’re co-creators. I’m excited about the rise of interactive experiences, where even traditional ads become opportunities for engagement.
“At DITO, we’re investing in creator-driven campaigns, gamified experiences, and storytelling that adapts across platforms. The goal is to provide value first – whether it’s through education, entertainment, or utility – before asking for attention. The brands that focus on immersion, not interruption, will be the ones that win.”
Key takeaways
Understand how people behave. A marketing campaign can only be relevant if it understands its audience deeply. Know what your audience does, what they care about, and how a product like yours can fit into their lives.
Back your campaigns with purpose. Like Jasper said, a marketing campaign must have conviction. Today’s consumers know when something is insincere, so you must present a genuine message to cut through the noise.
Try new things. No one ever succeeded by sticking to their comfort zone. Find inspiration from everything around you and don’t be afraid to experiment.
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It is not enough for marketing campaigns to be good. They must be relevant, and they must be resonant to succeed. And the best way to get it right? Think outside the box, try new things, and keep learning from everything around you.
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Want to make creative campaigns that resonate? Message us via sales@nearcreative.co!
