ADVERTISING AND SALES PROMOTION

(MOBEXT PHILIPPINES)

MA. DANIELLA R. MAPALAD

BSBA - III
Mobext
Mobext is the first pure-play mobile marketing agency in the Philippines, offering specialized
end-to-end mobile solutions to the country’s leading brands. Their services are based on four
pillars—Strategy, Media, Creatives, and Technology.

The Mobext brand was launched in 2007 as the mobile advertising network of Havas Digital
(now Havas Media), and was brought to the Philippines in early 2012. Currently, Mobext has 23
offices in key cities around the globe, making it the largest mobile marketing agency network in
the world.

Mobile-First, Full-Service Creative Digital Agency

Mobext is a full-service, mobile-first creative digital agency. We create breakthrough, never-

before-seen digital ideas that transform our clients' businesses and improve people's lives.

Mobext is a subsidiary of Havas, one of the largest marketing and communications groups in
the world. We operate in 55 markets worldwide, making us the largest mobile-first digital
agency in the world.

HAVAS MEDIA

Havas Media is the media division of the global marketing and communications group Havas. It
incorporates the media assets of Havas, which includes predominantly entities which were
formerly known as Media Planning Group (MPG). MPG was created in March 1999 as the
result of a merger between Media Planning founded in 1978, and Médiapolis, founded in 1980.
The two agencies offer communication, media strategy and management services to its clients.
It operates mainly in Western Europe and the Americas.

HISTORY

MPG was created in 1999 as the result of a merger between two media agencies: Media
Planning S.A. founded in Spain in 1978 by Leopoldo Rodés Castañes and covering the
Hispanic markets, and Médiapolis, a French company founded in 1980 by Havas Advertising.
Havas initially acquired a 45% holding in MPG, which increased to 100% in May 2001.
Fernando Rodés Vilà, who joined Media Planning S.A in 1994, was appointed Chief Executive
Officer of Havas in March 2006. In October 2006, Havas announced that all its media assets
would be reorganized under the umbrella of "Havas Media" and Alfonso Rodes Vila, brother of
Fernando, was named CEO in July 2006. Having started out in just eight markets (Spain,
Portugal, France, UK, the Netherlands, Argentina, Mexico, Colombia), today MPG is a
worldwide network, covering 93% of the world’s advertising investment.

MOBILE MARKETING

Mobile marketing is multi-channel online marketing technique focused at reaching a specific

audience on their smart phone, tablets, or any other related devices through websites, E mail,
SMS and MMS, social media or mobile applications. Mobile marketing can provide customers
with time and location sensitive, personalized information that promotes goods, services and
ideas. In a more theoretical manner, academic Andreas Kaplan defines mobile marketing as
"any marketing activity conducted through a ubiquitous network to which consumers are
constantly connected using a personal mobile device".

HIGHLIGHTS
Mobext is an award-winning digital agency. Here are some of the local and international
awards we have won.

 2013 APAC Smarties

Silver in Lead Generation for Procter and Gamble’s In-Store Tablet Marketing campaign.
 2014 APAC Smarties
Silver in Mobile Commerce for McDonald’s McDelivery Mobile
 2014 APAC Smarties.
Bronze in Mobile Websites for McDonald’s McDelivery Mobile
 2013 Mobile Marketing Association (MMA) APAC Smarties
Silver in 2013 in Mobile Commerce for McDonald’s Ang Pao Mobile Coupon
 2015 MMA APAC Smarties
Silver in Mobile Websites for Shakeys Send a Pizza Mobile Website

 2014 Mob-Ex Awards

Gold for Best Use of Multiple Mobile Channels
 2014 Mob-Ex Awards.
Gold for Best M-commerce Solution
 2014 Mob-Ex Awards.
Silver for Best Mobile Website
 2015 Mobile Excellence Awards
Bronze in CRM and Loyalty for Krispy Kreme App
  2013 Gold in Campaign Effectiveness
McDonald’s Mobile Coupons
 2013 Silver in Campaigns for Retail Industry
McDonald’s Mobile Coupons
 2013 Smart Special Award
McDonald’s Mobile Coupons
 2014 Silver in Campaign Effectiveness (Sales)
McDonald’s McDelivery
 2014 Bronze in Campaigns for Retail Industry
McDonald’s McDelivery Mobile

LATEST ARTICLES

 St. Luke's Hospital Goes Digital with Mobext

 Mobext Wins Pharex Digital Account

 Mobext Lands Tanduay Select And Asian Rhum

 ORGANIZATIONAL STRUCTURE
The team
The Founders and Leaders of Mobext are recognized pioneers with decades of experience
in digital marketing.

Mon Cayabyab
Arthur Policarpio
Chief Operating Officer
Co-Founder and CEO

Jeremy Obial Benj Espina

Chief Technology Officer Media & Analytics Director
JULES CABIGON NAMED MOBEXT CREATIVE DIRECTOR
May 09, 2017

Mobile-first creative digital agency Mobext Philippines has appointed Jules Cabigon as its Creative
Director.
With more than 10 years’ digital creative experience handling telcos, FMCGs, cosmetics and hotels,
Cabigon will strengthen the agency’s creative portfolio and oversee the development of its creative
department.
“I’m very excited to join the Mobext team. I’m very eager to see how far we can take the company’s
thrust of innovation in partnership with our clients.”
Cabigon held creative posts at Digital FCB Manila, Movent Inc., Netbooster Asia and Campaigns
Cebu. He has won in international and local award shows such as Caples, Araw, Anvil and
Boomerang.
Mobext CEO Arthur Policarpio says, “We are excited to have Jules on board. Jules is a rare breed of
creatives who truly gets digital, with a very broad digital experience base that includes CRM, digital
production, media, strategy, and digital creatives. With Mobext onboard, clients can expect truly
holistic, transformative, mobile-first digital solutions that will build their business.”
Mobext Philippines has been on a winning streak in terms of new business over the past couple of
months, winning the digital businesses of Shell, St. Luke’s Medical Center, Tanduay Select and
Asian Rum, Krispy Kreme and Pharex B-complex.
 ARTHUR POLICARPIO

CHIEF EXECUTIVE OFFICER

MOBEXT PHILIPPINES

Arthur R. Policarpio is the co-founder and CEO of Mobext Philippines, the regional Centre of excellence
of Mobext, the mobile division of Havas.

Arthur is a pioneer in digital and mobile marketing in Asia, with more than thirteen (13) years’
experience in digital/mobile marketing. He has worked on digital/mobile strategy and execution for
various top companies across the region, such as: Unilever, Procter & Gamble, Coca-Cola, McDonald’s,
Pfizer, DBS Bank, Indofood, and many others.

Under his leadership, Mobext Philippines has won numerous awards and accolades in the Philippines
and across the region. From 2013-2015, Mobext Philippines has won 14 local and international awards
from various top mobile/digital awards shows, such as the Mobile Marketing Association APAC Smarties,
Mobile Excellence Awards, as well as the Philippines Boomerang Awards.

He is a sought-after speaker across Asia-Pacific in mobile, and has spoken in various prestigious industry
events such as: Festival of Media in Singapore (2015), AdTech ASEAN (2014), Mobile Marketing
Association Forums (Vietnam, India, Singapore, Shanghai), Spikes Asia in Singapore (2014), and many
others.

Arthur is an industry leader in the Philippines, having co-founded the Internet and Mobile Marketing
Association of the Philippines (IMMAP) in 2007, the country’s official organization for digital companies
with more than 100 member companies. He served as IMMAP’s Founding Vice President in 2007 and
2008, and as President in 2009.

RAYMON CAYABYAB

CHIEF OPERATION OFFICER

Chief Operating Officer at Mobext, Inc. (Havas Media Group) - Mobile First Digital Agency

More than 15 years of handling sales, account management and business development roles in well-
known organizations within the telecommunications, banking and insurance industries.

Currently the Chief Operating Officer of Mobext Philippines, the mobile-first digital creative agency of
Havas Group. Under his leadership, Mobext has won numerous awards and accolades across the region.
In 2014 alone, Mobext won 2 gold, 3 silvers, and 2 bronze medals in various prestigious regional and
local awards programs, such as the Mobile Marketing Association Smarties, Mob-Ex Awards and
Boomerang Awards. Concurrently, he sits as one of the Board of Directors of Snapworx Inc., one of the
largest adtech companies in the Philippines and FlyItEasy.com, a local online travel agency start-up
company.

His telecommunications background started with Global Wireless Connections, a local start up content
provider specializing in mobile marketing solutions. He was part of the company's pioneering team and
later on became a member of the MANCOM and was given the responsibility to lead the over-all sales
and marketing efforts for Philippines and Indonesia. This was further strengthened in Globe Telecom
when he handled the role of Regional and Channel Head for its mobile commerce group. He was in
charge of building and nurturing mobile commerce ecosystems for Northern Philippines, National Key
accounts and online partners.

He also had successful stints in the banking and insurance industries. He served as Segment Head for
Citibank's merchant acquiring business where he took the responsibility of growing the overall business
development of hotels, insurance and telecommunications segments. He joined 2 multinational
insurance companies (Philamlife and ACE Insurance) where he led the National Sales activities for
Accident and Health products via multiple channels namely agency force, banc assurance, direct
marketing and brokers.

Experience
Snapworx Digital Inc.
Director
Snapworx Digital Inc.
January 2014 – Present (3 years 11 months)

Mobext - Philippines
Chief Operating Officer
Mobext - Philippines
June 2016 – Present (1 year 6 months) NCR - National Capital Region, Philippines

JEREMY OBIAL

CHIEF TECHNOLOGY OFFICER

Experience
Mobext - Philippines
Chief Technology Officer
Company Name Mobext - Philippines
Dates Employed Jan 2012 – Present Employment Duration5 yrs. 11 mos.
Location Manila, Philippines

Snapworx, Inc.
Chief Technology Officer
Company Name Snapworx, Inc.
Dates Employed Mar 2008 – Jan 2012 Employment Duration3 yrs. 11 mos.

Global Wireless Connections, Inc.

Chief Technology Officer
Company Name Global Wireless Connections, Inc.
Dates Employed2003 – 2008 Employment Duration5 yrs.
TIM Corp
Account Executive
Company Name TIM Corp
Dates Employed Jul 1999 – Oct 1999 Employment Duration4 mos.

Education
De La Salle University
De La Salle University
Degree Name Bachelor of Science (B.S.) in Computer Studies Field of Study Information Technology
Dates attended or expected graduation 1995 – 1999

BENJ ESPINA

MEDIA & ANALYTICS DIRECTOR

Media and Analytics Director at Mobext – Philippines

After leaving medical school during his internship year, Benjamin "Benj" Espina entered the world of
digital marketing and has pioneered Net booster Asia's Analytics Department. Since the start of the
department back in 2011, the team has grown significantly in terms of manpower and handled accounts
owing the growth to an increasingly more sophisticated approach to reporting and analysis of business
figures.

With the field continuously changing with new platforms and strategies, Benj finds him at the cusp of an
exciting and ever-adapting industry that only a few could dare measure and explain. Having been a long-
time math geek, this is almost second nature.

Benj is also an avid scuba diver and basketball fanatic.

Specialties: Public speaking/ client presentations, web and social media analytics, project management.

Experience
Mobext - Philippines
Media and Analytics Director
Company Name Mobext - Philippines
Dates Employed Jul 2015 – Present Employment Duration2 yrs. 5 mos.
Location Bonifacio Global City

Oceana Maria Scuba

Chief Marketing Officer
Company Name Oceana Maria Scuba
Dates Employed Jul 2014 – Present Employment Duration3 yrs. 5 mos.
DDB Tribal Philippines

Performance Planning Director

Company Name DDB Tribal Philippines
Dates Employed Nov 2012 – Jul 2014 Employment Duration1 yr. 9 mos.
Created and leads the company's disciplines for analytics, media and email marketing operations
Plans and optimizes for digital properties and ecommerce campaigns

Net booster Asia

Head of Analytics
Company Name Net booster Asia
Dates Employed Apr 2011 – Dec 2012 Employment Duration1 yr 9 mos
Location Makati City, the Philippines
Leads the analytics unit within the company
Trains junior analysts and Indonesian counterparts on social media analytics as well as
Forecasts key performance indicators for projects and campaigns as well as prepares reports and post-
mortems on the status of all the projects of the agency.
Deals directly with the company's biggest client (Globe Telecom) for the conception and execution of
projects and strategies.
Prepares and relays reports to clients to show progress of current efforts and strategies
Presents pitches new strategies to existing and prospective clients
Institutionalizes new metrics and scanning methodologies to further enhance understanding of brand
health, sentiment scoring and project assessment

The Asia Foundation

Consultant
Company Name the Asia Foundation
Dates Employed Jun 2010 – Jul 2011 Employment Duration1 yr. 2 mos.
Consultant, Digital Activism Conference and Communications Plan Workshop
Served as The Asia Foundation's consultant when it comes to blogging and how the medium could be
used for digital activism (especially against human rights violations).
Presented in several conferences hosted by TAF with mostly NGO representatives in the audience.

Vibal Publishing House

International News Section Editor
Company Name Vibal Publishing House
Dates Employed Mar 2010 – Mar 2011 Employment Duration1 yr. 1 mo.
Managed a group of six writers

Geiser Maclang
Analyst and Community Manager
Company Name Geiser Maclang
Dates Employed Feb 2010 – Jul 2010 Employment Duration 6 mos.
7-Elections and 7-11 Facebook Page
Analyzed fresh data from 7-11 stores to paint the national and regional scenarios and vote splits.

Axe Lab
Consultant
Company Name Axe Lab
Dates Employed Apr 2010 – May 2010 Employment Duration2 mos.
Managed community pages and other channels.
Education
University of the Philippines
University of the Philippines
Degree Name BS Field of Study Basic Medical Sciences
Dates attended or expected graduation 2001 – 2006
Activities and Societies: UP Manila Debate Circle

JULES CABIGON

CREATIVE DIRECTOR

Creative Director at Mobext – Philippines

Jules is a graduate of Legal Management from the Ateneo de Manila University who decided to leave
the legal profession behind and pursue a career in advertising, against his parents’ wishes.

Since then, he has been deeply immersed in the various disciplines of advertising, mainly Customer
Relationship Management (CRM), traditional Above-The-Line, and Digital.

In the 10+ years as a practitioner, he has handled a variety of clients ranging from cosmetics, telcos,
FMCGs, 4-star hotels, even agricultural products. Along the way, he has won international (Caples) and
local awards (Boomerang, Araw, Anvil) for his work with his teams.

A copy- and concept-based Creative at the core, Jules firmly believes in the power of ideas, and how
even the simplest ones can change the world.

Experience
Mobext - Philippines
Creative Director
Company Name Mobext - Philippines
Dates Employed May 2017 – Present Employment Duration7 mos.
Location Philippines

Digital FCB Manila

Creative Director
Company Name Digital FCB Manila
Dates Employed Sep 2015 – Apr 2017 Employment Duration 1 yr. 8 mos.
Location Manila

Movent Inc.
Creative Director
Company Name Movent Inc.
Dates Employed Jul 2013 – Sep 2015 Employment Duration2 yrs. 3 mos.
Location Makati
Headed the team that serviced the digital creative needs for the brands handled by Movent, MEC,
Maxus, Mindshare, and Mediacom. Also helped run the Traffic, Studio, and Social Media Departments.
Netbooster Asia
Associate Creative Director
Company Name Netbooster Asia
Dates Employed Apr 2012 – Jul 2013 Employment Duration1 yr. 4 mos.

Netbooster Asia
Senior Copywriter
Company Name Netbooster Asia
Dates Employed Feb 2010 – Apr 2012 Employment Duration 2 yrs. 3 mos.
A fully-independent digital agency. While there, I wrote for Globe Telecom, Axe, Lipton and L’Oreal
Multi-brand among others
Campaigns Cebu

Sr. Copywriter
Company Name Campaigns Cebu
Dates Employed Sep 2006 – Feb 2010 Employment Duration3 yrs. 6 mos.
A subsidiary of Campaigns & Grey Manila, part of the global Grey Group Worldwide. While there, I wrote
for Julie’s Bakeshop, Marco Polo Plaza Cebu, Electrolux, Sara Lee and SM City Cebu among others.
BCD Pinpoint

Copywriter
Company Name BCD Pinpoint
Dates Employed May 2003 – Aug 2006 Employment Duration3 yrs. 4 mos.
A sister company of Ogilvy One and the Philippines’ only full-service direct marketing agency. While
there, I wrote for Unilever Multi-brand, Shop wise, UNICEF, Tokyo, and Shell among others.

Education
Ateneo de Manila University
Ateneo de Manila University
Degree Name BS Field of Study Legal Management
Dates attended or expected graduation 1999 – 2003

Cebu City National Science High School

Cebu City National Science High School
Dates attended or expected graduation 1995 – 1999
CLIENTS OR ACCOUNTS:
 Services
Mobext provide a full suite of mobile-first, creative digital agency solutions to their client
partners.