The Group Chief Executive Director and Lead Strategic Communications Counsel / Partner and Co-Founder at COMCO Mundo League of Enterprises, Ferdinand L. Bondoy, recently shared valuable insights during an interview with Telum Talks To, the interview feature series of Telum Media. He discussed the agency’s strategic approach to public relations, its award-winning mentorship program, and future plans. With more than two decades of experience in the communications industry, Mr. Bondoy offered a detailed perspective on how the industry has evolved in the Philippines.
“The industry has evolved in many ways, but the most noticeable changes came with the overlapping of disciplines, the behavioral shift of our audiences, and the emergence of new and game-changing platforms,” Mr. Bondoy noted. “Brands and agencies these days have a wide variety of options for amplifying their messages, whether through broadcast, print, OOH (out-of-home), digital, and social—the list goes on and on.”
Mr. Bondoy describes COMCO Mundo’s PR approach as “New PR,” a modern, global discipline that is strategy-based, content-driven, and channel-agnostic. This approach begins by defining audiences and stakeholders, after which the agency crafts content and selects platforms that go beyond traditional methods, including a wide range of tools, such as various digital and emerging platforms. experiential events and community activations, among others, resulting in a transformative communications practice.
The importance of meaningful storytelling in PR was also highlighted, emphasizing that it should connect with audiences by being relevant, meaningful, and socially responsible. “At the end of the day, we are here to share compelling stories that matter and create social impact,” Mr. Bondoy explained. For him, the main goal is to engage the public by telling stories that resonate on a deeper level and actively contribute to social change.
One of COMCO Mundo’s most notable initiatives is its mentorship program, Camp COMCO, which has received several awards, including the Global Gold Quill Award from IABC International and the Silver Quill Award of Excellence from IABC Asia Pacific. Mr. Bondoy’s vision for the program was to create a comprehensive training ground for young talents, equipping them with the necessary skills and knowledge to thrive in the industry. “We wanted to create a program that will equip learners to thrive in the profession,” he shared.
Looking forward, COMCO Mundo plans to expand its mentorship program globally and launch several new initiatives, including the COMCO School of Communications which offers training programs for companies and professionals, and the SEA Wave & Spice Multimedia Content Studio for its online publishing arm and creative needs. With these developments, the agency continues to push beyond boundaries and innovate in the communications industry.
Telum Talks is a series of exclusive interviews released by Telum Media. Telum bridges the gap between media and public relations through advanced database tools, quality information, and industry events. Operating across the Asia Pacific, including Australia & New Zealand, Southeast Asia, and East Asia, Telum helps PR firms and communications teams connect with key journalists and media outlets.
For more information on the COMCO Mundo League of Enterprises, please visit comcomundo.com. Follow them on Facebook (fb.com/comcomundo), LinkedIn (linkedin.com/company/comcomundo), and Instagram (@comcomundo).