Digital Lab

Tapping the idle E-Biz landscape
By Earl D.C. Bracamonte

BBDO Guerrero/Proximity Philippines has officially launched Digital Lab, a virtual space to inspire, share, learn, play and celebrate all things Digital for its clients and staff.
“We have established our Digital Lab to enable marketers to dream up possibilities for their brands digitally. It’s both a physical and online space where one can discover new ways to engage people in a constantly evolving digital landscape. This is only the second such lab in the world, the first was launched in our New York office earlier this year, and now we are here in Manila,” says Richard Fraser, Regional Managing Director of Proximity Asia, during an intimate media luncheon.
There is a growing penetration unto virtual space as evidenced by the increasing number of broadband activity. Audiences are vibrant especially on video and game content. Unbeknownst to many, the content works in the country are among the best all throughout the globe.
Leah Camilla R. Besa-Jimenez, General Manager of Proximity Philippines, adds, “The Digital Lab has been established, not just to evangelize the possibilities of digital solutions in building brands
to our clients but also providing space for the entire agency to hear the latest from partners that include Google, Facebook and Nokia. With almost one out of three Filipinos connected to the Internet, and 82 percent owning a mobile phone, Filipinos are more than ever digitally connected. The importance of engaging them in these spaces poses a challenge to marketers. Digital is no longer a platform but a language that marketers need to speak and understand.”
To formally launch the Digital Lab, the first by-invitation learning series were held at the Ayala Museum featuring speakers as Richard Fraser; George Foo, COO of iHubMedia (Official Partner of Facebook in Southeast Asia); Anand Tilak, Head of CPG, Finance, Education & Government category of Google South East Asia; and Samir Ahmed, Country Head for Deploy Digital.
As the mobile world remains untapped territory, Digital Lab has forged on to create solutions for its market-savvy clients. The Philippines, especially Metro Manila as a key market, is more engaged than other markets in the whole of Asia. While the most number of activities are in emerging markets like India. These geo-locations are where Twitter or Flicker feeds are faster.
BBDO Guerrero / Proximity Philippines ( is a network office of Proximity / BBDO Asia Pacific, a part of BBDO Worldwide and member of the Omnicom Group Inc., a global advertising, marketing and corporate communications company. BBDO Guerrero / Proximity Philippines is one of Asia Pacific’s most highly regarded creative Agencies, and maintains a Client portfolio that includes Pepsi, Nestle, Johnson & Johnson, Fonterra, Mitsubishi Motors, Pizza Hut, Emperador Distillers, Bayer Consumer Healthcare, Ayala Land, Bayan Telecommunications, Wrigley and MARS.
BBDO Guerrero / Proximity Philippines is currently the Philippine 4As Agency of the Year, Campaign Brief Asia Philippines Agency of the Year and most awarded Digital Agency in the country at the Boomerang Awards for the last 2 years. In 2008, BBDO / Proximity Asia Pacific was named as MEDIA Asia Pacific Regional Creative Agency of the Year and BBDO / Proximity Worldwide has been named the winner of The Gunn Report as the most awarded agency in the world for four years in a row. In 2007, 2008 & 2009, BBDO / Proximity Worldwide was also named “Network of the Year” at the International Advertising Festival in Cannes.
After Manila, Digital lab will set its sights in other key markets in Japan and Singapore. Digital Lab can be accessed through their blog sites and or on Twitter through


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