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Wednesday, 6th July 2022



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Donald Lim: Chief of disruption

Published on Monday, 10 October 2016 14:02 | Hits: 19539
Twitter

Donald LimDonald LimDonald Lim, chief digital officer of ABS-CBN Corporation and head of the network’s Digital Media Division, cannot overemphasize that “disruption is the name of the game.”

His work since joining ABS-CBN in June 2013 has revolved around “futureproofing” so that whatever happens, the company can adapt and ride the digital wave as it comes.

“The digital wave is like a thief in the night. Companies like Uber and Spotify have turned traditional business models upside down,” Lim says. He adds that nobody wants to wake up in the morning and find their revenue streams dry. This is why ABS-CBN is making that digital shift that can give its brands and its lines of business what they need to gain and maintain market dominance.

Foresight of EL3

Lim credits ABS-CBN chairman Eugenio Lopez III (EL3) with the foresight to shift to direct consumer sales as early as 25 years ago by investing in such services as cable, TFC (The Filipino Channel), publishing, cinema, music and, of late, mobile phones, TV and internet shopping, DTT (digital terrestrial TV) and DTH (direct- to-home satellite).

“Our competition today is from the whole world, not just from the Philippines. It is a global marketplace. Consumers from all over are looking for content—to watch, to listen, to shop and to read. As traditional advertisers cut their budget for TV advertising and shift to digital platforms, we want to be prepared for that shift so we can capture some of the digital business out there,” Lim says.

The current digital mindset for most businesses is to have a mobile app and website. As chief digital officer, Lim is often the bearer of bad news, that is, whenever he says that an app and a website are not the only way to go.

Digital transformation

“It’s not just marketing. We have to undergo a digital transformation: first, evolve or adapt the business, then match the needs of the market, then maybe come up with a pure play digital business. What I tell our clients is that we cannot just be limited to Facebook and YouTube as an advertising platform, which currently shape the digital ecosystem. But that can change. So we must be flexible,” explains Lim, who used to head McCann MRM, a digital agency.

It actually took Lim almost a year to make the move to ABS-CBN. He was happily doing digital marketing campaigns for the biggest consumer brands when colleagues from McCann who had joined ABS-CBN referred him to the company. He went through a series of meetings but he wasn’t exactly looking for a job. He was also very much invested in his work, enjoying what he was doing and meeting much success.

EL3 assured him he would be continuing what he was doing—that is, digital marketing— but challenged him to transcend brand building and put all his creative and intellectual work in the service of the Filipino. The allure of being of bigger value to society made an impact on Lim. He realized he would still be marketing brands, but the ripple effect he could create is indeed way bigger in a huge organization like ABS-CBN.

Amplification

Within weeks on the job, he saw the i m m e d i a t e amplification of his every move: creating guidelines for network talents and news reporters in managing their social media accounts, handling attacks on celebrities and training them to properly manage their influence on followers. The ripple effect spans first the 8,000 employees and talents of the company and then the entire country as people watch and even idolize the artists and journalists on TV.

“Amplification is immediate. Social media users either share your posts or they gang up against you,” Lim says.

More than at any other time, Lim has been showing his pioneering entrepreneurial spirit as a business unit head, serving other ABS-CBN lines of business and managing ABS-CBN digital properties that have their own profit and loss statements under his division. His staff has grown from about 80 to 125 in the last three years as every line of business asks for support from digital. He encourages his staff to develop their entrepreneurial spirit by thinking of ways to monetize the assets under their care.

“We want to serve the Filipino, but as a business unit, we need money to do that,” he quips.

Moving the Philippines forward
His message for LopezLink readers: “In my short experience with the Lopez Group, I have seen how nation building is ingrained in the Group. All the Lopez units have opened different opportunities for us to do our share for our country. If we are a fast food chain or a soft drink maker, we’d feed the people. But the companies in the Lopez Group are all about moving the Philippines one step forward and creating opportunities for our people to improve themselves and do their share in building our country.” (Story/Photos by: Carla Paras-Sison)

More Filipinos receive Kapamilya love from ‘Pantawid ng Pag-ibig’

Published on Thursday, 20 August 2020 | Hits:372

More Filipinos receive Kapamilya love from ‘Pantawid ng Pag-ibig’

Kapamilya love reached more Filipinos as ABS-CBN Foundation Inc.’s (AFI) “Pantawid ng Pag-ibig: Isang Daan, Isang Pamilya” campaign distributed food packs and ligtas bags outside Metro Manila for those greatly

Mayors express gratitude wellness. to ABS-CBN, AFI

Published on Thursday, 18 June 2020 | Hits:384

Local government units (LGUs) found it challenging to quickly provide relief to families affected by the quarantine. That is why several mayors in Metro Manila and nearby provinces have expressed

‘Pantawid ng Pag-ibig’ gears up for 2nd phase

Published on Thursday, 18 June 2020 | Hits:343

‘Pantawid ng Pag-ibig’ gears up for 2nd phase

As Filipino families continue to struggle with the loss of jobs, ABS-CBN Foundation Inc. (AFI) moves to the second phase of the “Pantawid ng Pagibig” campaign with the aim of

Over 600,000 families to benefit as ‘Pantawid ng Pag-ibig’ raises P350M

Published on Tuesday, 19 May 2020 | Hits:414

Over 600,000 families to benefit as ‘Pantawid ng Pag-ibig’ raises P350M

The “Pantawid ng Pag-ibig” campaign of ABS-CBN and ABS-CBN Foundation Inc. (AFI) has raised P350 million in cash donations and pledges for the benefit of over 600,000 families in Metro

ABS-CBN reaches out to evacuees via ‘Tulong-Tulong sa Taal’

Published on Thursday, 06 February 2020 | Hits:359

ABS-CBN reaches out to evacuees via ‘Tulong-Tulong sa Taal’

NO evacuee will be left behind. This is the promise of ABSCBN as it launches the “Tulong-Tulong sa Taal” campaign, which aims to unite the nation in helping Filipinos affected

ABS-CBN Foundation Europe to hold telethon for London Grenfell Tower fire victims

Published on Friday, 23 June 2017 | Hits:3960

ABS-CBN Foundation Europe to hold telethon for London Grenfell Tower fire victims

ABS-CBN Foundation Europe CIO joins public and private support for the victims of the massive fire that hit the 24-storey residential London Grenfell Tower in West London on June 14

Donate to Operation Sagip Surigao to help earthquake victims

Published on Friday, 17 February 2017 | Hits:4283

Donate to Operation Sagip Surigao to help earthquake victims

A state of calamity has been declared by the Mayor of Surigao City. Relief and rescue operations are underway for the barangays that have been affected.

Bulusan workers turn to backyard farming for steady food supply

Published on Tuesday, 19 May 2020 | Hits:994

Bulusan workers turn to backyard farming for steady food supply

The Rural Workers Association of San Rafael (RWASR) based in Bulusan, Sorsogon, which runs Nasipit Eco-Agri Farm, has a simple message for their fellow Filipinos: “There is no problem we

‘Ligtas Pilipinas’ helps educate Filipinos on COVID-19

Published on Thursday, 16 April 2020 | Hits:931

‘Ligtas Pilipinas’ helps educate Filipinos on COVID-19

ABS-CBN helps arm Filipinos with relevant information to stop the spread of disease through its “Ligtas Pilipinas sa COVID-19” campaign on radio, TV and online.

ABS-CBN delivers protective gear, food to health workers

Published on Thursday, 16 April 2020 | Hits:1095

ABS-CBN delivers protective gear, food to health workers

HELP came through for health workers in East Avenue Medical Center after ABS-CBN delivered masks and other protective gear and snacks to show support and Kapamilya love to those leading

‘G Diaries’ bags academic excellence awards

Published on Monday, 09 March 2020 | Hits:780

‘G Diaries’ bags academic excellence awards

“Maraming, maraming salamat po sa award na ipinagkaloob ninyo sa amin. Alay namin ito sa kapatid kong si Gina Lopez,” said “G Diaries” host and Bantay Bata 163 executive director

Finally home

Published on Monday, 09 March 2020 | Hits:796

Finally home

She could hardly contain her joy and excitement when she saw her son walking towards her. She welcomed him with tight hugs and happy tears as a loving mother would

ALKFI renames building in honor of Gina Lopez

Published on Monday, 09 March 2020 | Hits:602

ALKFI renames building in honor of Gina Lopez

ABS-CBN Lingkod Kapamilya Foundation Inc. (ALKFI) renamed its building Gina Lopez Building in honor of its late chairperson and founder of ALKFI programs Bantay Bata 163 and Bantay Kalikasan.

Fighting child malnutrition with Alaska Milk

Published on Thursday, 06 February 2020 | Hits:779

Fighting child malnutrition with Alaska Milk

ACCORDING to UNICEF, 95 children in the Philippines die every day because of malnutrition. This is one of the reasons Alaska Milk Corporation supports the advocacy of ABS-CBN Lingkod Kapamilya

Bantay Bata, Globe activate #163 helpline for free

Published on Monday, 16 December 2019 | Hits:1265

Bantay Bata, Globe activate #163 helpline for free

IN 2015, Unicef and the Council for the Welfare of Children conducted the National Baseline Study on Violence Against Children in the Philippines, which indicated that eight out of 10

For the Love of Children

Published on Friday, 05 January 2018 | Hits:1279

For the Love of Children

  For the Love of Children For the Love of Children   These children live everyday making ends meet without losing hope that a better future awaits them. Together, let’s keep their hopes alive

New World Hotels & Resorts Hold Run & Raise 2018

Published on Wednesday, 20 December 2017 | Hits:1596

New World Hotels & Resorts Hold Run & Raise 2018

New World Hotels and Resorts gears up for another exciting edition of Run & Raise in 2018. Now on its fourth year, Run & Raise 4 will be held at

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Bayan Academy Calendar

BAYAN Academy offers the following certificate training courses this month:

June 18-19: Market Research

June 25-26: Human Resource Management For rates, call Carol Arcaya at 426-3140. Bayan Academy reserves the right to change course dates.

 

June 18-19:

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