Bench celebrates Overseas Filipino Workers (OFW) Month

Bench, the Philippines' largest apparel brand, launched the Overseas Filipino Workers Month campaign in the Philippines to increase brand relevance.

Campaign details

Brand: BenchAgency: TBWA\ Santiago Mangada PunoCountry: PHILIPPINES

Marketing context

Bench is a Filipino heritage brand that has been around for 30 years. Previously the undisputed leader in the local fashion scene, it now finds itself competing with imported brands such as Uniqlo, H&M and Forever 21. These imported brands are gaining momentum, in a country where colonial mentality is still highly pervasive.Having been colonized by Spain and the United States for a combined duration of three centuries and five decades, the perceived cultural inferiority towards other cultures still manifests itself in today's...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands