Brand Pilipinas:
How Corporate Nationalism & Governance can Spur Nation Branding

As we celebrate our Independence Day, it would be vital for us to see start the positive conversation of what Filipinos can be truly proud about our country. Emergence of Filipino Business Leaders in the global arena for different industries needs to be highlighted, and deserves the pride of the whole nation. In this discussion, we aim to hear the stories of brands that have emerged to promote nationalism and governance. These are the significant contributions of businesses that can enhance our country brand.

This session is free.


9:55 AM - 10:00 AM

10:00 AM - 10:15 AM

10:15 AM - 10:25 AM

10:25 AM - 10:35 AM

10:35 AM - 10:45 AM

10:45 AM - 10:55 AM

11:00 AM - 11:25 AM

11:25 AM - 11:30 AM

Webinar Guidelines, Introduction Moderators and Speakers

Filipino Pride in being the fintech Hub in the Philippines

Mr. Justo Ortiz

Filipino Pride in global contribution in oil and gas for Malampaya

Mr. Don Paulino

Pride in Philippine Culture and Tourism

Mr. Hanky Lee

How "Malasakit" can enhance the Nation Branding of the Philippines

Mr. Brad Geiser

Pride in Filipino Products and Communities

Ms. Pacita Juan

Panel Discussion and Open Forum

Moderated by Mr. Roberto Manabat and Ms. Amor Maclang


Closing and Reminders


12 June 2020, Tuesday | 10:00 AM - 11:30 AM (Open for ICD Members and Non-Members)

View the recording on our official Facebook Page.



Justo A. Ortiz is the Chairman of Union Bank of the Philippines.


With over 25 years of experience in leading one of the top 10 and multi-awarded universal banks in the country, he has long envisioned UnionBank to be at the forefront of technology-based banking in the Philippines.


Today, UnionBank has been awarded as the country’s Best Digital Bank, both by Asiamoney and The Asset Triple A Awards, offering delivery of online, real-time and highly secured business solutions to its millions of customers.


While he may have retired as UnionBank’s CEO effective January 2018, he has quickly orchestrated his “second career” as a tech.-evangelist, committed to still helping ensure that the bank remains relevant and more financially inclusive to all Filipinos.


Specifically, he chairs the Blockchain Association of the Philippines whose primary objective is to provide entrepreneurs, corporate executives, and fintech professionals the information and guidance needed to implement this new technology effectively in their respective businesses.


He is also currently the Chairman of the Fintech Philippines Association.


Rolando J. Paulino, Jr. DIRECTOR (Filipino) – was recently appointed Director of the Corporation on 21 March 2019.


He is currently the Managing Director and General Manager of Shell Philippines Exploration B.V.He has 23 years of international senior leadership experience in the oil and gas industry. His key experience includes leading large production facilities. He has worked in various locations including Aberdeen (Scotland), Bacton (England), Miri (Malaysia) and Perth (Australia).He is holding and has held various positions as President and Chairman of Tabangao Realty, Inc.; Vice President of Malampaya Foundation Inc.; President of Petroleum Association of the Philippines; and Trustee of Pilipinas Shell Foundation Inc. He is a member of Management Association of the Philippines. He was elected Board of East of England Energy Group from 2008 to 2010 and Business Mentor of Princes’ Trust in 2010.


He earned his Bachelor in Science in Mechanical Engineering (Cum Laude) at the University of Santo Tomas (Manila, Philippines); Masters in Business Administration (Leadership and Change) at Ateneo Graduate School of Business- Regis University (Makati City, Philippines); Shell Group Business Leadership Programme, and INSEAD (Fountainebleau, France).


Henry “Hanky” Lee III is behind the success of The Henry Hotel brand, a pioneering boutique hotel chain in the Philippines with multi-awarded properties in Manila and Cebu. A brand builder, he has brought his properties to consistently win TripAdvisor awards and rank among the Top 25 Hotels in the Philippines in a short span of time.


Before venturing into hospitality, Hanky being a serial entrepreneur co-founded Yellow Cab Pizza Co. in 2001 and was owner until 2011 when he sold to a listed company. At that time, Yellow Cab was the fastest growing pizza chain all over the Philippines with 80 stores and with stores in Malaysia, Qatar and the US.


Hanky’s vision is to put up 6 more like no other properties under The Henry Hotel brand. In addition to the existing Manila and Cebu hotels, two boutique resorts are already on its way located in Mactan Island and Panglao Island. True to its Brand DNA, these resorts will Celebrate the Philippines, have a Sense of Place and Leverage on the Filipino.


He is an award-winning communication strategist and Crisis Manager. He is a certified Enterprise Risk Manager, and has been working with large brands in the Philippines for 20 years.


He has handled more than 50 high profile crisis cases from private to public sectors. With this, he has also handled hundreds of brands for reputation transformation and enhancement.


 He is the Founder and President of GeiserMaclang Marketing communications Inc., An award winning PR Agency in the Philippines GeiserMaclang also played a critical role in developing the viral social media component of the Lola Techie campaign for BayanDSL, which won a slew of awards including the Gold Award in Shanghai, China for the Most Effective Use of Interactive Marketing in the Asia Pacific Advertising & Marketing Effectiveness Awards.


Social Entrepreneur. Green Advocate. Coffee Crusader and Advocate for Women Empowerment through business.

She has started many businesses and among them are: a coffee shop chain, a Filipino quick service restaurant, a farm to table restaurant and a natural and organic store called ECHOstore( She is a strong advocate of Slow Food, organic farming and sustainable agri-based businesses.

She is President and Co-Chair of the Philippine Coffee Board, Inc. (PCBI),( and Founder of the PH chapter of International Women’s Coffee Alliance (IWCA).

She has written three books on coffee namely: KAPE (2002), BARAKO: The Big Bean (on Liberica coffee)(2005) and The Barista Manual (2013). She contributes to Starweek, Philippine Tatler and various other magazines and publications.



Amor Maclang is a Globally Award-Winning Brand Architect, experienced Risk/Crisis/Reputation Strategist, Movement Maker, and Marketing & Communications Innovator. An internationally awarded champion of marketing as a force for good, her projects demonstrate that you can hit your business goals while still doing good for the country.

She is the first communications professional in the country to become an ISO 31000 Crisis Management Practitioner, one of the only professionals ever to be accomplished in both marketing and crisis management. She is also a Certified Enterprise Risk Management Professional as awarded  by the International Institute of Executive Training.

She is the leading communications, marketing, and public relations forerunner in the sphere of digital transformation, blockchain, cryptocurrency and other emerging technologies. She helps companies navigate through reputational, education and information gaps in any nascent technologies.

Currently, Amor serves as the Executive Director for the Fintech Philippines Association, the largest financial technology trade association in the country.

As a champion of Liveable cities, she is the Chair for Public Engagement of the Urban Land Institute.

As a champion of good governance, Amor is the Chair of Public Engagement of the Institute of Corporate Directors.

As a champion for innovations, Amor is the Chair for Innovations of the European Chamber of Commerce of the Philippines.

She co-founded GeiserMaclang, one of the leading PR, marketing, communications, public affairs and risk, issues and crisis management companies in the Philippines.