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?

“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.

“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?

“If you want to stay ahead, become a student of human behavior. Pay attention to what frustrates, excites, and inspires people. 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.”

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.

Get into the hottest social media trends of 2025 when you download our guide here. Want to make creative campaigns that resonate? Message us via sales@nearcreative.co!

Marketing is an industry that requires constant adjustment and innovation, which makes it an endlessly exciting but occasionally confuzzling space to navigate. When you’re stuck, sometimes all you need is a helping hand. Sometimes, you can get it from the best people in the biz – like today!

Near is introducing our very own Convos with the Pros, an exciting series where we speak with the most sought-after marketing leaders in the Philippines. For our first episode, we had a conversation with Wanda Pascua, head of marketing at Tonik Digital Bank. She oversees the digital bank’s marketing campaigns, but it’s apparent that to get to her level of expertise, the work entails much more.

Can you tell us more about what you do at Tonik?

“At Tonik, marketing is not just limited to branding. We are taught to look at things holistically, meaning: how our campaigns will directly drive business growth. I oversee the marketing campaigns of the bank, but more than brand communication, I am also in charge of customer acquisition costs across our different products and the customer experience. I work across different functions, such as product, customer care, and IT, to understand customer issues and have clear plans around them.

“Digital banking is a new challenger industry, so I’ve been busy cracking different campaigns, learning new product and customer insights, and acquiring customers at a cost complementing the rest of the business numbers – all that to build Tonik as a brand that Filipinos will love, at its core.”

You’ve had broad experience in marketing from agency work to brands. What inspired you to pursue a career in marketing? How has your approach evolved over the years?

“For the past 15 years, I’ve loved building brands. I’ve always enjoyed helping my clients tell stories to sell their products during my ad agency days. I loved the energy in advertising – all the creativity and openness to ideas! When I was faced with an opportunity to cross over to the client side and marketing, I jumped on it right away. Being on this side enabled me to understand the business more and to see things end to end.

“My approach has changed throughout the years. From once being so focused on storytelling and communication, I now look at things from an end-to-end business perspective. By this, I don’t just mean sales. It entails really looking at the product, customer experience, and other business metrics. I am grateful that my boss closely guides and pushes me to understand these and reminds me that my role goes far beyond brand communication. It’s definitely outside my comfort zone, but it’s made me a better marketer.”

In your experience, what are the key elements that make a marketing campaign truly stand out in today’s competitive/short-attention-span landscape?

“A strong consumer insight hinged on a clear product insight + a unique creative execution = a standout campaign.

“I do not doubt this formula. Most of the time we just need to keep things simple in terms of insights. There’s so much competition out there, so the way to cut through the clutter is to hit on the consumer with no frills.”

How do you see the role of influencer marketing changing, and what strategies do you recommend for brands looking to leverage it effectively?

“Consumers are smarter now when dealing with influencers. They can tell right away if the content is genuine or too hard-sell. Transparency is always key – as simple as, if the content is sponsored, tagging it as sponsored content is a must. Influencers are there to help brands tell their stories. They must have a genuine interest in what the brand does and how it can help them on a personal level.

“Brands, be open to how the influencers attack the brief. Your role should end with fact-checking. All room for creativity must be left with the influencers.”

With the rapid rise of platforms like TikTok, how should marketers adapt their content strategies to engage younger audiences, particularly Gen Z?

“Always learn the trends. Know which trends are out there and filter which ones your brand can use. The best strategy is to make sure you resonate with your audience – Gen Z in this case. The best way to do this is to immerse yourself in what they are up to.”

What advice would you give to marketing professionals who want to stay ahead of the curve and continuously improve their skills?

“Never stop being curious. There is no excuse not to learn new things because there are so many places where you can learn, whether it’s from different teams in your company, social media, visiting stores, talking to customers, or even conferences and webinars. Constantly challenge what you have.

“Also, ask for feedback. My boss always tells me, ‘Keep asking questions!’ Don’t even pretend you understand things when you really don’t.”

2024 is ending soon. Looking ahead to 2025, what marketing trends are you most excited about, and how are you planning to leverage them more?

“Generative AI. There’s so much already out there, but I cannot wait to see how brands will crack this to get sales from their creative campaigns.”

Brands and fellow marketers, let’s take it from the pros. For your campaign to make an impact, you must understand your brand from all sides, have a unique creative execution hinged on solid consumer and product insights, and be well-versed in today’s trends!

Contact Near Creative today to kickstart your brand’s marketing campaign!

Convos with the Pros, Episode 1: Wanda Pascua of Tonik Digital Bank talks marketing trends, influencers, and the formula for a winning campaign

Marketing is an industry that requires constant adjustment and innovation, which makes it an endlessly exciting but occasionally confuzzling space to navigate. When you’re stuck, sometimes all you need is a helping hand. Sometimes, you can get it from the best people in the biz – like today!

Near is introducing our very own Convos with the Pros, an exciting series where we speak with the most sought-after marketing leaders in the Philippines. For our first episode, we had a conversation with Wanda Pascua, head of marketing at Tonik Digital Bank. She oversees the digital bank’s marketing campaigns, but it’s apparent that to get to her level of expertise, the work entails much more.

Can you tell us more about what you do at Tonik?

“At Tonik, marketing is not just limited to branding. We are taught to look at things holistically, meaning: how our campaigns will directly drive business growth. I oversee the marketing campaigns of the bank, but more than brand communication, I am also in charge of customer acquisition costs across our different products and the customer experience. I work across different functions, such as product, customer care, and IT, to understand customer issues and have clear plans around them.

“Digital banking is a new challenger industry, so I’ve been busy cracking different campaigns, learning new product and customer insights, and acquiring customers at a cost complementing the rest of the business numbers – all that to build Tonik as a brand that Filipinos will love, at its core.”

You’ve had broad experience in marketing from agency work to brands. What inspired you to pursue a career in marketing? How has your approach evolved over the years?

“For the past 15 years, I’ve loved building brands. I’ve always enjoyed helping my clients tell stories to sell their products during my ad agency days. I loved the energy in advertising – all the creativity and openness to ideas! When I was faced with an opportunity to cross over to the client side and marketing, I jumped on it right away. Being on this side enabled me to understand the business more and to see things end to end.

“My approach has changed throughout the years. From once being so focused on storytelling and communication, I now look at things from an end-to-end business perspective. By this, I don’t just mean sales. It entails really looking at the product, customer experience, and other business metrics. I am grateful that my boss closely guides and pushes me to understand these and reminds me that my role goes far beyond brand communication. It’s definitely outside my comfort zone, but it’s made me a better marketer.”

In your experience, what are the key elements that make a marketing campaign truly stand out in today’s competitive/short-attention-span landscape?

“A strong consumer insight hinged on a clear product insight + a unique creative execution = a standout campaign.

“I do not doubt this formula. Most of the time we just need to keep things simple in terms of insights. There’s so much competition out there, so the way to cut through the clutter is to hit on the consumer with no frills.”

How do you see the role of influencer marketing changing, and what strategies do you recommend for brands looking to leverage it effectively?

“Consumers are smarter now when dealing with influencers. They can tell right away if the content is genuine or too hard-sell. Transparency is always key – as simple as, if the content is sponsored, tagging it as sponsored content is a must. Influencers are there to help brands tell their stories. They must have a genuine interest in what the brand does and how it can help them on a personal level.

“Brands, be open to how the influencers attack the brief. Your role should end with fact-checking. All room for creativity must be left with the influencers.”

With the rapid rise of platforms like TikTok, how should marketers adapt their content strategies to engage younger audiences, particularly Gen Z?

“Always learn the trends. Know which trends are out there and filter which ones your brand can use. The best strategy is to make sure you resonate with your audience – Gen Z in this case. The best way to do this is to immerse yourself in what they are up to.”

What advice would you give to marketing professionals who want to stay ahead of the curve and continuously improve their skills?

“Never stop being curious. There is no excuse not to learn new things because there are so many places where you can learn, whether it’s from different teams in your company, social media, visiting stores, talking to customers, or even conferences and webinars. Constantly challenge what you have.

“Also, ask for feedback. My boss always tells me, ‘Keep asking questions!’ Don’t even pretend you understand things when you really don’t.”

2024 is ending soon. Looking ahead to 2025, what marketing trends are you most excited about, and how are you planning to leverage them more?

“Generative AI. There’s so much already out there, but I cannot wait to see how brands will crack this to get sales from their creative campaigns.”

Brands and fellow marketers, let’s take it from the pros. For your campaign to make an impact, you must understand your brand from all sides, have a unique creative execution hinged on solid consumer and product insights, and be well-versed in today’s trends!

Contact Near Creative today to kickstart your brand’s marketing campaign!