By Bianca Gempesaw
In a world where headlines shape perception, AEV’s Reputation Management Department (RMD) ensures Aboitiz’s story reflects resilience, trust, and transformation. At Aboitiz, reputation is built, defended, and shared through storytelling and advocacy.
Led by Chief Reputation and Sustainability Officer Ginggay Hontiveros-Malvar, the RMD team plays a vital role in anchoring the brand’s voice and purpose — a role that demands both strategic clarity and a transformative mindset.
Ginggay emphasizes that transformation begins within: “Every team has a unique role in the Great Transformation, and it all starts with being open to change. Although challenging, teams must be accountable for their decisions, understand their impact, and support one another through the process.”
Optimizing Media Engagement and Crisis Preparedness
Aligned with Aboitiz’s ambition to become the Philippines’ first techglomerate, RMD enhanced its strategy by deepening its use of technology and refining its processes to stay ahead in a fast-evolving media environment. Media Relations Manager Lloyd Revilla shares that their two-fold strategy blends sentiment analysis with authentic relationship-building to shape narratives.
“By combining sentiment analysis with the human touch, we navigate the fast-changing media landscape with precision and trust,” Lloyd shares.
One notable example was RMD’s swift response to executive impersonation attempts, where fraudsters used fake proposals, emails, and social media to deceive stakeholders. Using digital tools, they shut down threats before harm was done.
However, technology alone wasn’t enough. Human intuition and quick decision-making played a crucial role. Working with cybersecurity, legal teams, and external platforms, they prevented potential financial and reputational damage.
The incident highlighted how human expertise and tech work together to protect credibility, using agility, collaboration, and innovation to defend the brand.
Stronger Relationships, Measurable Impact
The GT Mindset empowered the team to adopt more proactive communication strategies. Through continuous, genuine engagement with editors and journalists, the team has built a resilient network, allowing the company to navigate challenges and shape perception.
Strong relationships drive this success. “Before, media engagement was hierarchical. Now, we encourage open and direct connections at all levels,” adds Lloyd.
These strategic shifts sparked conversations and led to measurable media gains:
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| Highlight: “Techglomerate” generating notable traction in Google Search and featured in top outlets like Japan Times, Rappler, Philippine Inquirer, BusinessWorld, and Tech In Asia. | |
Sustainability: Creating Shared Value
Aboitiz’s sustainability story, one of purpose and action, resonated strongly with audiences and drove meaningful impact. At Aboitiz, we believe that doing good and doing well should go hand in hand and that building a sustainable future requires serious, deliberate action.
By championing initiatives that balance people, planet, and profit, and aligning with the UN Sustainable Development Goals, the team communicated not just intent, but measurable action. Through strengthened sustainability programs, they spotlighted the company’s efforts to address climate change.
Challenges and Adaptations
“Like any transformation, RMD’s journey came with challenges. Our line of work demands agility, adapting to stakeholder needs, anticipating risks, and staying in absolute alignment with Aboitiz’s strategic direction,” says Lorenne Anacta, AVP for Brand, Creatives and Corporate Communications.
One challenge was integrating AI video tools into their workflow — a move that streamlined content creation but also raised concerns about authenticity. With advancements like Sora, however, the team views AI as an enabler, not a replacement for creativity. They continue to experiment with these tools to elevate storytelling while staying true to Aboitiz’s identity.
Beyond technology, budget constraints posed another challenge. The team adopted a ‘squeezing the orange’ mindset—maximizing impact with fewer resources. They shifted to high-value, intimate interactions over large-scale media engagements. “We now prioritize showcasing Aboitiz-produced items at media events, reinforcing our brand, fostering synergy, and optimizing costs,” says Lloyd.
Navigating the Future
As traditional media evolves and digital platforms continue to rise, creatives, branding, marketing, and storytelling are undergoing a profound shift. AI, data-driven strategies, and decentralized news sources are transforming how narratives are crafted and consumed. To stay ahead, RMD is enhancing its approach, blending technology and human creativity.
Internally, RMD empowers team members as brand ambassadors. “Reputation isn’t just external, it starts with team members proudly embracing Aboitiz’s transformation,” says Lorenne. The recent reorganization also challenged team members to take on new roles and drive strategy. “It was difficult, but it made us more agile and resilient,” adds Lloyd.
The AEV RMD Team, along with Aboitiz Group CEO Sabin Aboitiz and other AEV members, during their SDC in ACO Cebu, one of their first tours post-pandemic.
To make the Great Transformation tangible, RMD, together with the Culture Pillar and AEV Transformation Team, actively captured and shared transformation stories across the group. Through campaigns like Tech Glow Up, RMD brought GT2025 to life, reinforcing A+10 behaviors and a culture of transformation. These efforts ensure that GT is not just a vision but a daily experience for AEV members.
“As an early GT2025 adopter, AEV RMD turned a complex vision into a compelling story team members and stakeholders could rally behind. RMD serves as the soul, the voice, and the storyteller of Aboitiz,” says Lorenne.
Be Part of the Transformation
The RMD journey shows transformation isn’t only about tools—it’s about people who understand the power of narrative to shape culture, trust, and progress.
Just like RMD, you can drive the Great Transformation—by welcoming change and amplifying your story. The question is: How will you make your mark on ours?
