SOCIAL MEDIA

YouTube Works Awards Philippines 2025: How YouTube Became the “New TV” for Filipinos

Wednesday, October 8, 2025


YouTube Strengthens Its Reign as the “New TV” of the Philippines

For most Filipinos, YouTube has officially replaced the living room television. From Visayas to Mindanao, the platform continues to dominate as both an entertainment and information hub—becoming a vital part of everyday life across the country.

According to a 2025 Kantar survey, a massive 88% of Filipinos in rural Visayas and Mindanao watch YouTube every day. It’s no longer just an online pastime—it’s now where people go to learn, laugh, and stay connected. Meanwhile, views from internet-connected TVs quadrupled between 2020 and 2024, proving that YouTube has taken center stage in Filipino households.

Filipinos Trust YouTube More Than Any Other Platform

Trust is what keeps YouTube ahead of the game. Kantar’s findings show that 90% of Filipinos trust creators on YouTube, far higher than on Facebook, Instagram, or TikTok. This trust translates into action—viewers are more receptive to ads, more likely to remember messages, and even more open to purchasing from brands they encounter on the platform.

Because users enter a “flow state” while watching videos—fully focused and emotionally engaged—YouTube delivers the best ad experience compared to other platforms. Nielsen’s study further confirms this, showing YouTube to be 3.86x more effective than linear TV and 2.71x more effective than other digital media in driving ROI for advertisers.

Proven Impact: Myra E’s Success Story

One shining local example is Myra E under UL Skin Sciences, Inc., a subsidiary of UNILAB. By focusing its ad campaigns on YouTube—especially outside Metro Manila—the brand saw measurable results.

Myra’s campaigns led to a 2% national lift in supplement usage, a 5% increase in Visayas, and a 7% boost in market share in that region alone.

“Myra’s advertising on YouTube definitely paid off,” shared Paige Vicente Gacutan, Brand Lead for Myra E. “Even in rural areas, Filipinos are really engaged on the platform. YouTube is where the people are, and we’ll keep reaching our audience here to drive results.”

Google Philippines: “YouTube Is the New TV”

Prep Palacios, Country Manager of Google Philippines, highlighted the shift in how Filipinos consume content:

“Just as TV once defined advertising, YouTube is now the new TV—where trusted creators thrive, culture is shaped, and brands drive measurable impact.”

Palacios added that YouTube’s effectiveness has transformed it into a “growth engine for advertisers,” especially with the growing digital economy in rural areas.

Celebrating Creativity: YouTube Works Awards PH 2025


The spotlight shone brightest on brands that mastered the art of storytelling and digital impact during the YouTube Works Awards Philippines 2025. These campaigns proved that creativity, authenticity, and collaboration between brands and creators are key to long-term success.

Winners at the YouTube Works Awards PH 2025:
  • Best of Philippines: Grab – Summer
  • Multiformat Storytelling: Grab – Summer
  • Masters of Media: GCash – GSafeTayo: Entertainingly Serious
  • Best of Festive: Nido 3+ – Love Is Not a Word, It’s an Act

The awards also honored top-performing ad agencies for the first time:
  • Media Agency of the Year: Openmind
  • Creative Agency of the Year: GIGIL
  • Specialty Agency of the Year: Nerve

These winners will proudly represent the Philippines at the YouTube Works Awards Southeast Asia, which saw over 800 entries from the region.

GCash Makes SEA History

Leading the pack was GCash, the first-ever Philippine brand to win at the YouTube Works Awards Southeast Asia. Their GSafeTayo: Entertainingly Serious campaign turned cybersecurity awareness into a viral, relatable story.

The campaign’s humorous yet powerful 40-second ad featuring “Tita Marnie” reached over 70 million views, lifted brand trust by 14%, and led to an 80% drop in SMS phishing reports within the first month.

“Cybercrime is a serious issue,” said Neil Trinidad, GCash Chief Marketing Officer. “By using humor and relatability through YouTube, we turned a critical message into something both memorable and impactful.”

Shaping the Future of Filipino Marketing

With its massive reach, trusted creators, and strong ROI, YouTube continues to be the go-to platform for both viewers and brands in the Philippines. The YouTube Works Awards remind us that creativity and authenticity—combined with data-driven strategy—are the real power behind successful campaigns.

If you’re a marketer, creator, or brand owner, this is your cue to think beyond traditional media and start crafting content that connects and converts—right where Filipinos spend most of their screen time.
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SN Aboitiz Power Group Achieves 451% ROI with Kissflow’s Low-Code Platform

Monday, October 6, 2025


How a leading renewable energy firm in the Philippines accelerated digital innovation with Kissflow’s enterprise platform

In a strong testament to the power of digital transformation, SN Aboitiz Power Group (SNAP) achieved a remarkable 451% return on investment (ROI) after adopting the Kissflow low-code platform to automate and modernize business processes across its operations.

The results come from an independent study conducted by Nucleus Research, which also named SNAP a recipient of its ROI Award 2025, recognizing organizations that deliver exceptional financial and operational gains through technology.

A digital leap powered by low-code innovation

Within just 2.8 months, SNAP recovered its investment in Kissflow by rapidly digitizing workflows and retiring outdated in-house systems. The company developed more than 114 custom applications across HR, operations, and IT service management — a move that replaced legacy systems and improved cross-department efficiency by up to 10%.

By training 19 citizen developers to build and manage workflows internally, SNAP empowered its workforce to take ownership of innovation without adding pressure on IT teams.

“Kissflow offers us powerful integration capabilities, enabling smooth connections with other systems and data sources for enhanced workflow automation,” said Maria Theresa Cabigon, Chief Information Officer of SN Aboitiz Power Group.

Driving measurable results and operational excellence

According to Nucleus Research, SNAP’s adoption of Kissflow led to:

  • 451% ROI with a 2.8-month payback period
  • $61,000 in annual savings from retiring legacy systems
  • 5–10% efficiency gains in HR and O&M processes
  • 19 citizen developers trained for in-house innovation
  • 114+ business apps built to automate critical functions

The shift to a unified low-code environment allowed SNAP to align with its enterprise architecture roadmap, reduce IT dependency, and achieve scalable, secure digital transformation — all while maintaining agility in an evolving energy landscape.

Empowering enterprises to scale transformation

“SNAP’s success underscores how organizations can accelerate transformation and unlock extraordinary ROI through Kissflow’s platform,” said Rakesh Nandakumar, Associate Vice President for APAC at Kissflow. “This is what happens when technology meets empowerment — when employees are given tools to innovate faster and smarter.”

Kissflow’s unified platform combines no-code and low-code capabilities, giving both business users and IT teams the flexibility to automate processes, integrate data sources, and build scalable digital solutions. Its global clients include Pepsi, Danone, Motorola Solutions, and McDermott, among others.

About SN Aboitiz Power Group

SNAP is a leading renewable energy producer and developer in the Philippines, operating hydroelectric power plants in Benguet, Isabela, and Ifugao, as well as the Magat battery energy storage facility. It is a joint venture between Scatec and Aboitiz Renewables, Inc. (ARI).

About Kissflow

Kissflow is a pioneer in the low-code/no-code digital operations space, empowering enterprises to automate workflows and drive innovation with speed and scalability. Recognized by Gartner, Forrester, and G2, Kissflow continues to redefine how businesses build and manage digital solutions. Learn more at kissflow.com.

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Palo Alto Networks Warns: 36% of Cyber Incidents Start with Human Error

Sunday, October 5, 2025


Cybercriminals are no longer just hacking systems — they’re hacking people.

The latest 2025 Unit 42 Global Incident Response Report: Social Engineering Edition from Palo Alto Networks reveals an alarming trend in the world of cybersecurity: attackers are now focusing less on breaking through technology, and more on exploiting human trust.

According to the report, 36% of cyber incidents handled between May 2024 and May 2025 began with some form of social engineering — tactics designed to trick individuals into giving up access or sensitive data.

Social Engineering: The New Frontline of Cybercrime

While phishing remains a well-known threat, Palo Alto Networks’ research shows that attackers are getting creative. Over a third of all social engineering cases now use non-phishing methods, including SEO poisoning, fake system prompts, and help desk manipulation — all designed to mislead users into compromising their own devices.

The report outlines two major types of attacks emerging in 2025:

Targeted and high-touch compromises – where attackers impersonate employees or manipulate help desks using stolen identity data and even real-time voice lures.

Broad, at-scale deception campaigns – such as ClickFix, fake browser updates, and malicious search results that reach users en masse.

The Alarming Numbers Behind the Trend

  • 13% of critical alerts were either missed or incorrectly classified, giving hackers time to exploit weak points in identity recovery workflows and internal systems.
  • Over 50% of incidents led to data exposure or operational disruptions, resulting in lost productivity and financial strain.
  • Generative AI has accelerated the sophistication of these attacks, with 23% involving voice or callback techniques.
  • A staggering 93% of cases were financially motivated, showing that human-centered attacks remain a low-cost, high-reward tactic.
  • Top targeted industries include manufacturing (15%), professional/legal services (11%), wholesale/retail (10%), and financial services (10%).

The Philippine Context: A Growing Need for Cyber Awareness

Here in the Philippines, issues such as identity-related fraud, illegal access, and data interference remain widespread. These threats are often powered by the same social engineering tactics described in the report.

The National Cybersecurity Plan 2023–2028 continues to address these risks through enhanced response teams, incident protocols, and nationwide awareness programs — but experts say awareness alone isn’t enough.

“The biggest vulnerability in cybersecurity isn’t the technology itself — it’s trust,” said Philippa Cogswell, Vice President and Managing Partner for Unit 42, Asia-Pacific & Japan. She explained that attackers now use AI to scale deception, exploiting gaps in identity management and human behavior.

“To truly protect organizations, we need to build resilience that safeguards not just systems, but people and processes as well,” she added.

How Organizations Can Build Cyber Resilience

The Unit 42 report emphasizes that companies should move beyond awareness campaigns and invest in systemic resilience. Key recommendations include:

Strengthen identity security – Use identity-based analytics and ITDR (Identity Threat Detection and Response) to flag abnormal logins or MFA misuse.

Adopt Zero Trust access – Limit privileges, apply conditional access, and segment networks to prevent lateral attacks.

Secure human workflows – Train frontline teams to recognize impersonation, pretexting, and voice-based scams, especially in help desk and identity recovery processes.

Expand monitoring beyond email – Keep an eye on browsers, DNS activity, and collaboration platforms to detect fake prompts and SEO traps before they spread.


Protecting People as Much as Systems

As digital threats evolve, it’s clear that cybersecurity is no longer just an IT issue — it’s a human issue. For Filipino businesses, this means training employees, enforcing secure access, and partnering with cybersecurity experts to stay ahead of modern threats.

To learn more, you can download the full report from Palo Alto Networks’ Unit 42:

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Visa and PhilGuarantee Boost MSME Credit Access


Helping Filipino entrepreneurs grow through financial inclusion and digital support

Small businesses have always been the lifeblood of the Philippine economy — from sari-sari stores and family-run eateries to growing online shops. But while they make up a huge part of the country’s business landscape, many still struggle to get the financial support they need to expand.

Recognizing this, Visa and the Philippine Guarantee Corporation (PhilGuarantee) have joined forces to make financing more accessible for micro, small, and medium enterprises (MSMEs) across the country.

Visa and PhilGuarantee: Expanding Credit for Filipino Entrepreneurs

Visa, a global leader in digital payments, has signed a memorandum of understanding (MOU) with PhilGuarantee to explore new ways of improving credit access for MSMEs.

Through this partnership, the two organizations aim to:
  • Develop credit guarantee schemes that can help MSMEs secure funding from banks and other lenders
  • Support MSME digitization through capacity-building and training programs
  • Promote financial inclusion using Visa’s innovative Government Solutions platform, which streamlines payment disbursements, digital transactions, and financial education programs

PhilGuarantee, an agency under the Department of Finance, plays a vital role in creating efficient and accessible credit guarantee systems that strengthen key sectors of the economy.

Why MSME Support Matters

There are more than 1.2 million MSMEs in the Philippines — employing about two-thirds of the nation’s workforce. Yet, many of these small businesses face major barriers in accessing credit.

According to a recent Visa study, 44% of MSMEs cite cash flow issues as one of their biggest challenges, while over half say their cash reserves would only last less than six months. Even more concerning, less than 10% of total corporate loans in the Philippines go to MSMEs — highlighting a huge funding gap that continues to limit their growth potential.

Building on Visa’s Commitment to Small Businesses

This new collaboration builds on Visa’s ongoing global efforts to uplift small businesses. Through the Visa Foundation’s $100-million Small Business Accelerator Initiative, the company supports MSMEs in Asia Pacific by enhancing digital financial inclusion, boosting job creation, and improving access to capital.

Complementing this, Visa’s Practical Business Skills Program provides small business owners with practical lessons in cash flow management, digital payment integration, and financial planning — all essential tools for growth in a modern economy.

Empowering MSMEs for the Future

Jeffrey Navarro, Visa Country Manager for the Philippines, emphasized how the partnership reflects the company’s continued support for local entrepreneurs.

Navarro shared that Visa’s collaboration with PhilGuarantee reaffirms its commitment to the government’s financial inclusion goals, ensuring MSMEs have access to “financial products and solutions that are truly responsive to their needs.”

By combining Visa’s financial expertise and PhilGuarantee’s local experience, this partnership marks an important step toward a more inclusive financial landscape — one where Filipino MSMEs can thrive, grow, and compete confidently in the digital economy.

For many MSME owners, this initiative could be the push they need to scale their business, manage their finances better, and embrace the benefits of digital transformation. With partnerships like this, the future of small businesses in the Philippines looks more promising than ever.

If you’re an entrepreneur, now’s the perfect time to explore digital payment tools and financial training programs that can help future-proof your business.
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Eastern Communications Partners with Nexusguard for Cybersecurity


A Strong Alliance for a Safer Digital Future

As businesses across the Philippines continue to digitize, cybersecurity has become more critical than ever. To address this growing need, Eastern Communications—one of the country’s premier telecommunications providers—has partnered with Nexusguard, a global leader in Distributed Denial of Service (DDoS) mitigation and cloud-based security solutions.

The partnership was officially unveiled at Manila House in Taguig City on September 25, 2025, bringing together tech leaders, government representatives, and industry partners for an exclusive event that marked a significant milestone in the nation’s digital resilience journey.

Reinforcing Philippine Cybersecurity

This collaboration merges Eastern’s robust infrastructure and local expertise with Nexusguard’s cutting-edge Bastions Technology, a proprietary system that protects businesses from evolving cyber threats. Together, they aim to deliver comprehensive, scalable, and reliable protection for enterprises, government agencies, and service providers across the country.

“We are proud to partner with Eastern Communications to extend our mission of safeguarding businesses from evolving cyber threats,” said Andy Ng, CEO of Nexusguard. “With Nexusguard Bastions Technology, Philippine organizations can now access world-class protection that ensures business continuity and peace of mind.”

For Eastern Communications, this partnership reflects its commitment to evolve alongside its customers’ needs in an increasingly digital-first environment.

“By joining forces with Nexusguard, we’re reinforcing our promise to provide not just reliable connectivity, but also world-class security,” shared Atty. Aileen Regio and Jaeson Evangelista, Co-Coordinators of Eastern Communications.

Introducing DDoS-Protected Eastern IDS

The collaboration launched the DDoS-Protected Eastern IDS (Internet Direct Service)—a premium, high-speed, dedicated internet solution built for business continuity and productivity. Powered by fiber-leased line technology, this service offers symmetrical upload and download speeds of up to 10 Gbps, ensuring round-the-clock secure connectivity.

More than just fast internet, it’s a cyber-secure solution that shields organizations from disruptions caused by DDoS attacks, allowing them to operate confidently even in the face of cyber threats. Backed by resilient global backbone access, the DDoS-Protected IDS aligns perfectly with Eastern’s “High Tech, High Touch” philosophy—delivering both advanced technology and personalized service.

Strengthening Digital Resilience for the Future

The event also featured a symbolic partnership launch, awards presentation, and industry networking that emphasized the growing need for cybersecurity amid the Philippines’ rapid digital transformation. The timing was fitting—as the partnership debuted ahead of National Cybersecurity Month in October, reinforcing the message of vigilance and collaboration in protecting the nation’s digital economy.

Through this alliance, Eastern Communications and Nexusguard are paving the way for a more secure and connected Philippines, ensuring that enterprises large and small can thrive in the digital era without fear of disruption.

This partnership sets a new standard for corporate cybersecurity in the Philippines. With Eastern’s local reliability and Nexusguard’s global expertise, businesses now have the tools to stay connected, protected, and future-ready.

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Alsons Dev Leads Davao’s First Culture and Arts Summit


Alsons Dev Champions Davao’s Creative Future at the First Culture, Arts, and Heritage Summit

Davao City took a major step in celebrating its rich cultural identity as Alsons Development and Investment Corporation (Alsons Dev) co-organized the first-ever Davao City Culture, Arts, and Heritage Summit on September 26, 2025, held at the Holy Cross of Davao College.

In partnership with the Davao City Office for Culture and the Arts (OCA), the Conrado and Ladislawa Alcantara Foundation, Inc. (CLAFI), the Department of Trade and Industry (DTI), and the National Commission for Culture and the Arts (NCCA), the event marked a groundbreaking effort to bridge dialogue among artists, educators, policymakers, and private sector leaders working to strengthen Davao’s creative and cultural landscape.

A Space for Cultural Dialogue and Collaboration

The summit became a vibrant platform for collaboration and insight-sharing, emphasizing how culture, arts, and heritage fuel sustainable and inclusive development.

Among the thought leaders who shared their expertise were:

Luz Ilagan, President of the Davao Historical Society, who reflected on the cultural value of the Kadayawan Festival;

Rob Tañedo, Creative Director of La Herencia, who discussed the challenges and opportunities of regional creative work; and

Professor Aya Ragragio of UP Mindanao, who explored the themes of cultural appreciation, appropriation, and artists’ rights.

From the public sector, Engr. Kat Salvador of DTI’s Creative Industries Development Office highlighted the need for multi-stakeholder collaboration to uplift artists’ welfare, while NCCA Deputy Director Marichu Tellano presented the Philippine Development Plan for Culture and the Arts, outlining a vision for a thriving national creative economy.

The event was also attended by prominent figures including Councilor Al Ryan Alejandre (representing Acting Mayor Sebastian “Baste” Duterte), Councilor Petite Principe, CLAFI Executive Director Ryan Vidanes, Gawad CCP Para sa Sining Awardee Nestor Horfilla, and singer-songwriter and Datu Bago Awardee Joey Ayala—signifying strong local and institutional support for cultural advancement.

“This summit marks an important alignment between the city, the creative community, and private organizations like Alsons Dev,” said Oscar Casaysay of the Davao City Office for Culture and the Arts. “The outcomes will ensure that culture and heritage remain at the heart of Davao’s development.”

A Celebration of Creativity and Collaboration

The summit also served as part of Davao’s Creative Industries Month, which continued with the Creative Industry Exchange (CIEx)—a two-day event featuring creatives fairs, workshops, forums, and performances celebrating local talent and entrepreneurship.

Through these events, Davao City reaffirmed its commitment to nurturing a sustainable creative ecosystem that honors tradition while embracing innovation.

Alsons Dev: Building Communities Rooted in Culture

For Alsons Dev, participating in the summit is an extension of its long-standing mission to build communities that balance progress with cultural integrity.


“We believe livable communities are built not only through infrastructure but also through the cultural foundations that make Davao unique,” said Alsons Dev Executive Vice President Miguel Dominguez. “We will continue to support initiatives that strengthen culture, arts, and heritage as we shape the city’s future together.”

By collaborating with institutions like OCA, CLAFI, and NCCA, Alsons Dev continues to demonstrate that development and heritage can thrive hand in hand, shaping Davao into a city where creativity, identity, and sustainability coexist.

A Legacy of Culture and Connection

Through its active involvement in the Culture, Arts, and Heritage Summit, Alsons Dev reinforced its vision of fostering vibrant, inclusive, and culturally grounded communities. The event not only highlighted the importance of collaboration among local sectors but also set the stage for future programs that celebrate Davao’s creative spirit.

Alsons Dev’s leadership in this cultural milestone shows that the private sector plays a vital role in preserving heritage while promoting sustainable growth. It’s a powerful reminder that progress rooted in culture leads to stronger, more connected communities.
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FSSI Empowers Filipina Social Entrepreneurs for Rural Growth


Empowered Women, Empowered Communities: FSSI Champions Filipina Social Entrepreneurs Driving Sustainable Rural Growth

Rural poverty continues to affect millions of Filipinos, particularly farmers and fisherfolk. But across the country, a new wave of Filipina social entrepreneurs is proving that empowerment and innovation can change that story.

Guided by the triple bottom line (3BL) framework—People, Planet, and Profit—the Foundation for a Sustainable Society, Inc. (FSSI) supports women-led cooperatives that are redefining rural development. By combining livelihood, environmental care, and social equity, these changemakers are helping build a more sustainable and inclusive future for their communities.

Celebrating 30 Years of Impact: FSSI Honors Women-Led Enterprises


At its 30th anniversary celebration held on September 5, 2025, FSSI honored social enterprises driving inclusive growth and innovation through its first-ever Triple Bottomline (3BL) Awards. Many of these enterprises were led by women—proof that leadership and compassion can coexist in building stronger rural economies.

According to the Philippine Statistics Authority, rural poverty remains at 25.7%, underscoring the importance of empowering local leaders. These women entrepreneurs, many from agricultural cooperatives, are stepping up to tackle long-standing challenges such as low farmgate prices, high production costs, and limited access to markets and funding.

From Struggle to Strength: Stories of Resilient Cooperatives

In Echague, Isabela, the Caviteño Isabelino Multipurpose Cooperative (CAISA-MPC), led by Maria Victoria Anahaw, has been addressing issues like climate change, pest infestations, and lack of capital. With FSSI’s training, seminars, and capital loans, CAISA-MPC strengthened its operations, expanded its agri-business initiatives—from pineapple processing to rice milling—and introduced sustainable practices like bamboo planting and zero open burning.

“Through FSSI’s support, we’ve trained our members, provided access to financing, and built a cooperative that uplifts the entire community,” shared Anahaw. “From a small credit co-op, we’ve grown into a multipurpose cooperative with 800 members and services that truly improve lives.”


Meanwhile, in Occidental Mindoro, the Lourdes Multipurpose Cooperative (MPC) operates an FSSI-funded agri-supply store that offers affordable, quality products and loans for its farmer-members.

“It’s more than just a store—it empowers farmers to take control of their production,” said Jesrryl Maye Obispo Agnas, Branch Manager of Lourdes MPC. “We prioritize our members’ needs and ensure the quality and safety of every product we offer.”

Both cooperatives exemplify how local innovation and women’s leadership can create ripple effects that uplift entire communities.

FSSI’s Commitment to People, Planet, and Profit

Through financial support and capacity building, FSSI ensures that these enterprises not only grow sustainably but also remain rooted in their communities’ welfare. Executive Director Sixto Donato C. Macasaet highlighted that empowering women leaders is key to long-term transformation:

“Filipina social entrepreneurs show that real rural development starts with empowered leadership. FSSI will continue investing in accessible capital, upgraded technologies, and continuous learning to help them lead and thrive.”

Redefining Gender Roles in Agriculture

In a sector traditionally dominated by men, these women-led cooperatives are breaking barriers. They lead with empathy, collaboration, and strength, proving that women’s leadership is essential for inclusive growth. Their efforts are not only transforming local economies but also reshaping how rural communities perceive women in leadership roles.

Moving Forward: Building Sustainable Communities, One Enterprise at a Time

With organizations like FSSI providing steady support, more women are now taking the lead in climate-conscious, inclusive enterprises. Their success stories show that when Filipino women are empowered, entire communities grow stronger, greener, and more self-reliant.

FSSI’s 3BL model demonstrates that sustainable progress is possible when profit, people, and the planet grow together. Supporting women-led social enterprises isn’t just good economics—it’s a step toward a more inclusive and resilient Philippines.
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