Company: Globe Telecom Inc., Taguig City, Metro Manila, Philippines
Company Description: Globe is the country’s leading digital solutions platform, with major interests in telecommunications, fintech, digital marketing solutions, venture capital funding for startups, entertainment, and virtual healthcare. The company has been making full use of innovations and technology to ensure connectivity at home, its portfolio has also diversified to serve the growing needs of business clients.
Nomination Category: Thought Leadership Categories
Nomination Sub Category: Thought Leadership Campaign of the Year - Business Products
 Nomination Title: Globe Business Enterprise Group Eagle Campaign
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The Eagle Campaign by Globe Business Enterprise Group was launched on the 21st of November, 2022. It ran until the 31st of March, 2023.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 228 words used.
The campaign’s genesis was a question that challenged the Enterprise Group: How can Globe Business help Filipino enterprises build on and accelerate the growth they started during the Great Reset, thus allowing the Philippines as a country to achieve its shared goals and unified vision of progress?
Globe Business realized that the Great Reset was just the beginning of a series of corporate actions toward a greater shared future. In 2021 Globe Business led the country’s biggest enterprises towards digital transformation with empathy for people and the planet, and the following year became an opportunity to scale this up.
So in 2022 Globe Business found a key truth: that the future of enterprises belongs to ecosystems. These ecosystems in the business context are networks of external and internal organizations that build on each other’s strengths for one goal, which is to achieve success greater than what each of them could have done on their own. However, the challenge was evident: a change on such a great scale can’t be done by Globe Business alone. Change has to come from different enterprises working together as ecosystems to achieve a greater shared future.
Globe Business Enterprise Group then developed the Eagle Campaign, an omnichannel approach to gather, inspire, and execute the necessary organizational changes in order to adopt a thriving work culture based on ecosystems while collaborating with other enterprises.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the subject and content development, the scheduling, etc. (up to 250 words):
Total 237 words used.
To build on the truth that ecosystems are the future of enterprises, Globe Business Enterprise Group took inspiration from its own products as well as its partnerships. Globe Business products are leading innovations in the category as complete suites: they are interoperable, thus allowing intra-organization consolidation, collaboration, and communication. Its partnerships meanwhile are inter-organizational systems that span across multiple industries while its events are a melting pot of great leaders and successful companies.
Beginning in early 2022, Globe Business Enterprise Group took on the role of the trusted business partner: planning how to encourage while leading by example in transforming businesses into thriving ecosystems that not only help achieve their own goals, but those of their partners and society’s as well.
In July 2022, the Globe Council Summit took place. This was a gathering of the top business leaders from the country’s largest corporations. The attendees came together to discuss and create symbiotic ecosystems between their organizations through a three-day working session.
In November 2022, the thematic video called Eagle was launched. It served as inspiration as well as an invitation to the country’s enterprises and their leaders to join Globe Business Enterprise Group in its annual flagship and the culminating event, the Lead-In Forum.
The Leadership Innovation Forum (Lead-In) took place on the 5th of December, 2022, and served as a gathering of speakers and enterprises working towards an ecosystems approach to a greater shared future.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of January 2021. Even if your initiative started before January 2021, limit your response to activities and results since the beginning of January 2021 only (up to 250 words):
Total 244 words used.
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Globe Business Council Convention
The Globe Council Summit was attended by 12 business leaders and 24 representatives from Globe. Participants agreed that the topics were relevant to their organization (80% of Council approval, 90% Globe member approval). Overall, the convention received a 4.5/5 star approval rate, with 100% of the sentiments rating it “excellent”.
“Would attend more events like this because it allows for excellent business building and partnering with other leaders”, David San Pedro, Reliance Care, Inc. General Manager said.
b. Leadership Innovation Forum
Digital awareness legs leading up to the Summit had a reach of 20 million on Meta with a 12.5 Million peso total media value.
The Globe Business Synergy: Lead-in event itself was attended by 365 top managers.
Qualitative sentiments from respondents were positive. 92% of respondents said “yes” to having discovered new ecosystems and solutions useful for an equitable future for everyone.
c. Project Eagle Video Content
2022’s Eagle Video launch performed better than its 2021 counterpart with total stats drawn from Facebook, LinkedIn, and Youtube:
Impressions: +156.8% vs LY
Views: +192.9% vs LY
Clicks +171.1% vs LY
Overall, campaign materials overachieved VTR with 73% vs the 40% KPI.
On Youtube, skippable ad material surpassed expectations with a 49% VTR, succeeding the 40% KPI set by the campaign.
During the airing date, online conversations about the brand created a spike in strong ties to sentiments such as “partnership”, “innovation” and “ecosystems”. (Netbase data. 2023).
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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