Campaigns & Grey Philippines invest in Strategic Planning with the hire of Evelyn Generoso

Evelyn “Ebeng” B. Generoso has joined Campaigns & Grey Philippines’ Strategic Planning & Research unit. Generoso brings with her more than 20 years of experience in marketing strategy and research, having honed her skills in these fields in TNS Philippines, ABS-CBN Broadcasting Corporation and Synovate. As the Head of Subsidiaries Research in ABS-CBN, Generoso was responsible for creating, designing and implementing the full research program for ABS-CBN Global, CCPMG (Cable Channels and Print Media Group) and SkyCable, arming the subsidiaries with a wealth of comprehensive information and insights to help them evaluate their target audience and develop strategies and goals for each region.

Generoso also draws her extensive research background from her 19 years with TNS Philippines, where she served as Research Director from 1998 until 2007. Her areas of expertise include Motivational Research, Positioning and Segmentation Research, Advertising Pretesting, Brand Health tracking, and customized research for a variety of categories such as fast-moving consumer goods, pharmaceutical products, beverages, telecommunications, banking and finance, and credit cards, among others.

“I consider Ebeng an invaluable addition to our strategic planning resource. No one in the Industry can match the 360 degree perspective and deep consumer insight that she brings to all our accounts. Since our Agency has always believed in results-oriented creativity, Ebeng’s exactly what our clients and the Agency need,” said Yolanda Ong, Group Chairperson of Campaigns & Grey.

“My experience in Motivational Research has given me an appreciation of the value of gaining an understanding of the true essence of a brand and its connection with consumers,” said Generoso. “On the other hand, years of Market Tracking has taught me to identify critical elements driving interest and consumption. I derive my greatest satisfaction from integrating all this consumer and market knowledge to come up with meaningful insights for strategy formulation and business decision-making.

“I’m very happy to be joining Campaigns & Grey, not only because my role in Strategic Planning and Research allows to me pursue this passion but also because I know that my personal values are aligned with those of the people here, and we all work towards the same goal of quality, integrity and personal excellence,” she said.

“I am confident that I will be able to bring in a fresh perspective to customer understanding that will help us craft more powerful strategies for brand success!”