Who Am I?

I have been a marketer for as long as I can remember, handling both pharmaceutical and consumer brands locally and across Asia Pacific as a Regional Brand Manager.

View this post on Instagram


A post shared by JOEL JAWS ANDRADA | B/Vlogger (@joeljawsandrada) on

I used to handle anti-hypertensive, anti-cholesterol and specialty products. I crossed over to Consumer Marketing to handle Cherifer, the Philippines’ number one multivitamin brand. I also had the opportunity to handle Cetaphil, the Philippines’ most recommended brand of cleansers and moisturizers by Dermatologists and Pediatricians. It was during my time when Cetaphil launched its many firsts in the local market: first TV Ad, first billboard and first online presence.

I am also a film maker. I studied film under the direction of the late Direk Marilou Diaz Abaya. I have done acting, production design, art direction and (assistant) directing for TV, film and TV Ad productions.

Aside from blogging and video productions, I still do marketing and business development consultancy for a number of multinational companies locally and regionally.

My Key Learnings As A Marketer

Based on first-hand experience and what I learned from my mentors over the years, the key success of any brand relies on three factors:

  • Getting the right consumer insights
  • Coming up with insight-based strategies
  • Implementing and monitoring strategy-driven tactics

My Key Learnings As A Film Maker

As a film maker, my mentor, Direk Marilou Diaz- Abaya, always stressed the importance of the “WHO” in effective storytelling. She said that the story should remain consistent to the subject’s core and his or her significant human experience.

Sounds very similar but different, huh? Well, it all boils down to knowing who the customer (marketing) or who the subject is (film making) and tailor-fitting the communication strategy or the storytelling without compromising the brand premise and promise or the truth and the signification human experience.

It is because of these key personal learnings that I got all pumped up when I heard about the First Consumer Insighting Conference happening on April 26-27, 2018 at The Events Center at the Century Mall, Makati City, Philippines.

I am attending the event and so looking forward to learn more.

Registration is still ongoing. Get your tickets here. The regular rate is Php 15,500. Group rates are also available at Php 12,000 per person, if you are registering for a group of three or more.

Consumer Insighting and Storytelling Conference 2018


MANILA – On April 26-27, marketers, creative professionals, researchers, and decision-makers, will come together for the first Consumer Insighting and Storytelling Conference, happening in Makati City.

The event, presented by Synergy Market Research + Consultancy, is the only conference that focuses on the intersection of insighting and creativity – two disciplines that are imperative for businesses today. It is a rebranded and expanded version of the company’s successful “HuGOT It Right” seminar-workshop series, which was launched in 2016.

“Consumer Insighting is a powerful currency for brands today. It allows them to get into the heart of what consumers truly want and need, which are most of the times unspoken,” said Germaine Reyes, President and CEO of Synergy Market Research + Consultancy. “However, some run the risk of labeling data findings and observations as ‘insight,’ and we want brands to rediscover the power of insighting, approaching it as both science and art.”

Why Join The Conference.JPG

The unique two-day program will feature talks from experts in the fields of marketing, advertising, anthropology, behavioural economics, digital, and design thinking, highlighting how consumer insights are drawn from these diverse sources. After a deep dive into insighting, attendees will learn about the psychology of storytelling and creative techniques they can employ to help them connect to their consumers more effectively. Sessions include:

  • An Insight About Insights
  • From the Outside In: How anthropology aids in deeper consumer insight mining
  • Why Emotions Trump Logic: Storytelling’s Impact on Consumer Purchase Behavior
  • The Psychology of Storytelling: Why and How Hugot Happens
  • Storytelling ROI

On the second day, attendees will undergo an intensive design thinking workshop, where they will get the chance to solve on a consumer insighting case study from a featured local brand. This will be facilitated by Miguel Aranaz, an innovation and design strategist and a serial entrepreneur, with an MA in Image and Communications at Goldsmiths University in London, and an alumnus of Stanford School.


“We have crafted this unique program not just for marketing and research professionals, but to everyone who wants to understand their consumers better – not just from a single point-of-view, but through different facets of their psyche.” Reyes said. “Uncovering a true consumer insight is like having an ‘aha’ moment, which can guide your business in how you speak to your customers, how you create new products, and how to innovate in a competitive market.”

Speakers 2.JPG

To register, visit

MARKETING | The Business of Love: Finding True Success Forever

A blissful relationship and a strong business are two of life’s greatest achivements and if you find yourself able to merge these two, you are definitely doing something right.

The Business of Love & Finding True Success Forever.png
From left to right: Reg Onglao and Gian Drilon of Asenso Shop

Starting a business is not an easy decision to make but 26-year-old entrepreneur Gian Drilon took his two cents’ worth and explored ways on how he can start a business of his own. He researched and read articles on online selling until he stumbled upon the Lazada selling platform.

In May 2016, he opened his first shop, Asenso Shop, where he sells products such as toys, games, and items for mothers and babies. The first few days were smoothsailing, but as months went by, it came to a point wherein he would get hundreds of orders a day.

His girlfriend of nine years, Reg Onglao, started helping out when she has free time off of work. She does special projects for Gian, among which is to help automate processes in the business. With her help, handling the business has been easier for Gian.

“Back when we started, I used to be the only full-time employee of the business handling everything—from product selection to packing. Within a few months, the orders quickly grew and became too much for me to handle alone, but like what others would say two is really better than one,” says Gian.

To date, Gian and Reg, with the help of their five employees, handle four shops aside from Asenso Shop. These are Watch Me!, their main shop where they sell fashion accessories; Asenso Healthcare, which contains health and beauty products; Gold Panda, a shop under a special partneship with Lazada where they sell gold bars; and ZG Designs, where they offer graphic t-shirt printing.

“I have very big dreams for our Lazada stores, and I always want to keep on improving. Every month, I keep on adding more and more assortment and I also venture on new product categories. Just like my life together with Reg, our love steadily grows each day with more and more varying experiences. I dream of starting a family with her, having kids, and buying a house,” shares Gian.

By working together, their relationship and business grew together determining their mutual career plans.  During Lazada’s Online Revolution Sale in 2017, the couple once received 7,000 orders in one day and this made Gian decide to take their relationship to the next level.

Gian proposed to Reg last December when he asked her to help him reboot his broken computer. When she opened it, she was surprised to see photos popping out with the question, “Will you marry me?” to which Reg replied with a sweet YES!

Through Lazada, Gian made his dream a reality. Not only does he get to spend his future with Reg, but he also is able to reach a nationwide pool of customers.

Juggling personal and business relationships altogether is no joke. “I remind myself that Reg and I are in a committed relationship—where two different people choose to become one, working together towards a common goal, and where each person complements and helps the other one grow,” shares Gian.

Gian and Reg plan to expand their business in the coming months and like them, you can do the same with Lazada Philippines’ selling platform. It offers a straightforward start-up process for merchants who want to start their own online selling business.

Selling on Lazada just takes three easy steps. Visit to find out more.

About Lazada Group

Launched in 2012, Lazada is the number one online shopping and selling destination in Southeast Asia – present in Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. As the pioneer of the eCommerce ecosystem in Southeast Asia, Lazada helps more than 135,000 local and international sellers as well as 3,000 brands serving the 560 million consumers in the region through its marketplace platform, supported by a wide range of tailored marketing, data, and service solutions.

With over 210 million SKUs available, Lazada offers the widest range of products in categories ranging from consumer electronics to household goods, toys, fashion, sports equipment and groceries. Focused on delivering an excellent customer experience, it offers multiple payment methods including cash-on-delivery, comprehensive customer care and hassle-free returns through its own first and last mile delivery arm supported by more than 100 logistics partners. Lazada Group is majority owned by Alibaba Group Holding Limited (NYSE: BABA).