EMMANUEL C. LORENZANA

President and CEO MediaQuest Holdings, Inc.

Having built a reputation as one of the best creative minds in business in the Philippines, Emmanuel C. Lorenzana was thrust into the challenge — and the spotlight — anew as the head of MediaQuest Holdings, Inc. in 2013.

It was a crucial time for the company, which operates direct-to-home TV subscription service Cignal TV and media network TV5, both of which were trying to gain share in their respective markets. The marketing genius that he is, Lorenzana was able to turn things around for both companies, just like he has done for other organizations and brands before, such as Smart Communications, NutriAsia, and Unilever.

A huge reason for his success is his apparent communication excellence. He is not only able to come up with fresh and innovative ideas to disrupt the market, but he can also seamlessly translate his vision and goals into clear-cut messages that an entire organization can grasp and follow.

He has helped turn Cignal TV from zero to hero in less than two years, gaining a 34-percent market share in 2014. Meanwhile, TV5 found its niche as the “Happy Network” that provides alternative programming to viewers.

Lorenzana led his people to these achievements through a campaign called “Force for Change, Force of Change” that emphasizes on changing the game. For Cignal TV, it was to go beyond offering pay TV service. For TV5, it was to go beyond the network wars, to focus on innovation than on keeping up with competition, and to also deliver concrete action than simply reporting news.

He would be present and active in concept developments, screen tests, marketing, and promotions, to personally guide and develop great communicators and marketers among his employees. He relays to them that to succeed in their industry, they should not focus solely on displaying their brilliance, but actually use their skills to power change and improve people’s lives.