ABS-CBN Global COO Raffy L. Lopez delivers his acceptance speechABS-CBN Global Ltd. chief operations officer Raffy L. Lopez won a Communication Excellence in Organizations (CEO EXCEL) Award from the International Association of Business Communicators (IABC) Philippines for his strategic leadership and effective use of communication in rebranding The Filipino Channel (TFC) and paying tribute to global Filipinos via the “Tayo ang TFC” campaign.
“We undertook massive efforts to understand our customers’ needs in the past years. This understanding of the customers’ evolution and the overseas Filipinos’ renewed state of being allowed our company to modernize and update the TFC brand and its meaning. As a result, the messaging and our initiatives are more relevant to the overseas Filipino,” said Lopez upon accepting the award.
The CEO EXCEL Award is given to top Philippine-based business leaders who use excellent communication as a business strategy to achieve targets, build relationships of trust and uphold the organization’s reputation.
Lopez, who was cited in the Media, Advertising, PR, Entertainment, Special Events and Sports category, deemed the award as a validation of the hard work of the entire organization, which has a presence in the Philippines, the US, Canada, Europe, the Middle East, Australia, New Zealand, the Asia-Pacific, Japan and Korea.
“With my team being comprised of overseas Filipinos themselves, our lives are our message. We go through the same journey as the people whom we serve. This is why our communication bears truth and authenticity which, when applied to relationships with our customers, enable, empower and transform,” he added.
TFC reaches up to 2.5 million Filipinos worldwide. It was rebranded with a key message to remind overseas Filipino workers (OFWs) that they are a global community whose achievements contribute to the image and status of Filipinos abroad and help the homeland’s economy.
“Tayo ang TFC” pays tribute to OFWs by reflecting their experiences and struggles in a foreign land and how TFC became part of their life.
Lopez has been COO of ABS-CBN Global since 2004. He started as the Information Technology head of ABS-CBN International in North America in 1994. Prior to this, he spent 12 years working as a systems analyst for Bell Atlantic.
IABC is a global network of more than 14,000 business communication professionals in over 60 countries. The Philippines is the first IABC chapter outside North America.