Marketing the Good Life
To the world, marketing is nothing short of business; to a marketer, it is a means to change people’s lives.
Ken Lerona believes that a marketing practitioner has the responsibility to help people change their minds and attitudes for the good.
“When one morning you wake up seeing people improve their lives because of your products and services, that’s when you know that your job as marketing and PR person has made an impact on your customers,” he pondered.
With over 15 years of experience in the industry, Ken has worked on below-the-line, online, and above-the-line marketing. He has been in FMCG, retail and shopping, telecommunications, and real estate.
Ken didn’t arrive at the land of marketing with a grand plan, like most people. He took up Business Administration major in Marketing at the University of the Philippines in the Visayas by force. His mother changed his course preference in his UPCAT form without his prior knowledge. It wasn’t so bad after all when Ken fell in love with marketing. Now, Ken is a name to be remembered.
As a marketing and PR practitioner, Ken considers himself a forever student of the market. He strives to absorb as much as he can from the market and to always prioritize his customers and stakeholders.
“Love people, connect with people, learn from people, and be passionate with your craft…These keep me creative and inspired,” he added.
Ken is currently the marketing communications manager of ArthaLand Corporation, a boutique developer of unique and sustainable projects.
One of his most recent favorite campaigns with ArthaLand is a tearjerker. In partnership with World Wildlife Fund – Philippines, they trained a community in Madridejos, Bantayan that was affected by Typhoon Haiyan to start home gardening as an alternative source of income and food. By spreading the gospel of sustainability, ArthaLand is making a difference by running a campaign based on corporate social responsibility, a rare feat for a real estate company.
He reiterated, “To me, a successful campaign is something that should inspire people to change their minds and attitudes.”