Aimed to reshape global perceptions and spotlight the depth of Filipino talent, the Information Technology and Business Process Management (IT-BPM) Industry Association of the Philippines (IBPAP), in partnership with BBDO-Guerrero, the creative mastermind behind the iconic “It’s More Fun in the Philippines” campaign, has unveiled an ambitious rebranding initiative.
The initiative, aiming to propel the industry to new heights, sets forth an audacious goal of reaching a US$59 billion industry valuation and creating 2.5 million globally impactful jobs by 2028. IBPAP is rallying partner companies to join forces in championing its industry pride campaign, highlighting the versatility and dynamism of the Filipino workforce.
Traditionally perceived through the lens of Business Process Outsourcing (BPO), the campaign aims to broaden horizons, showcasing the IT-BPM sector’s vital role as a key collaborator with Fortune 200 companies worldwide.
“This rebranding goes beyond a mere facelift; it’s about shifting perceptions and uncovering the vast landscape of opportunities within the IT-BPM sector. We take pride in our Filipino workforce, our most valuable asset, and aim to empower them to champion our industry. We are not just an industry; we are a collective of world-class talents making a global impact. Being part of the IT-BPM sector means you are part of the Philippines—a nation known for its heart, resilience, and unparalleled skill,” according to Jack Madrid, President and CEO of IBPAP during a recent media launch at the Bonifacio Global City.
By the end of 2023, the IT-BPM industry had already employed over 1.7 million Filipinos, solidifying its decision to brand itself synonymous with the Philippines. Each career milestone and collective success underscores the industry’s reliance on unity and collaboration with the nation’s prime asset: its people.
IBPAP is extending an invitation to companies and individuals to participate in the industry pride campaign. The focus will be on delineating the diverse sectors within the IT-BPM industry, emphasizing its crucial role alongside global leaders, and nurturing a culture of advocacy and pride among employees. Through various media channels, the campaign will shed light on the industry’s positive influence on personal and national growth. Industry leaders and enthusiasts are urged to spearhead the movement, sharing their experiences within the IT-BPM sector on social media platforms.
Employees, past and present, are encouraged to contribute to this narrative by leveraging a template generator to personalize their stories. This approach aims to illuminate the sector’s rich diversity and individual accomplishments.