Bud doubles down on APAC growth with Philippine launch

Independent agency Bud is deepening its bet on Southeast Asia with the launch of a new office in Manila, tapping into the Philippines’ creative momentum and growing client demand as it sharpens its regional footprint across Asia Pacific.

Helming the newly launched Manila office is Kiana Carreon, who steps into the role of account director after three years at Bud. Carreon brings a track record in brand building and campaign strategy for both consumer and corporate clients.

Bud’s foray into the Philippines isn’t without foundation. The agency is already entrenched in the market through work with two clients: ACMobility, the mobility arm of Ayala Corporation, and Axelum Resources Corp, the country’s leading integrated coconut product manufacturer. Both clients have renewed and expanded their engagements with Bud for a second consecutive year.

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“Manila has become an obvious next step for Bud,” said Oliver Budgen, founder and CEO of Bud. “The Philippines is full of creative energy and commercial opportunity, and it’s becoming a key market for brands growing across APAC.”

Budgen added: “Being able to ride alongside bold, ambitious brands like ACMobility and Axelum is a real validation of what we’re building and we couldn’t be more excited to build a long-term business here.”

For general manager Patricia Malay, who has led agencies in the Philippines for over two decades, the launch is as personal as it is strategic. “I’ve seen firsthand how much the communications industry has evolved, especially how much talent and potential there is here,” said Malay. “At Bud, we believe in building teams that reflect the pulse of the markets we operate.”

Carreon echoed the sentiment. “I’m proud to be launching Bud Manila and shaping work that’s meaningful, strategic, and fresh. There’s a strong appetite here for communications that move the needle - and I look forward to growing our team, our impact, and the brands we’re entrusted with.”

Client endorsements reflect Bud’s rising influence. “Bud has consistently delivered strategic and creative work that reflects our ambition and values,” said ACMobility CMO Dino Obias. The agency’s expansion into the Philippines mirrors the brand’s own commitment to growth and excellence, he added.

Mariam Chan Brimer, global marketing director of Axelum, said: “Bud Communications has been a trusted partner in strengthening Axelum’s corporate reputation and advancing our sustainability initiatives. Together, we’ve created impactful experiences for our customers and partners.”

Since launching in 2020, Bud has made a name for itself as a go-to partner for brands across Asia Pacific. With offices now in Singapore, Australia, and the Philippines - and a growing list of regional clients - Bud continues to build towards what it calls a borderless agency model: offering local execution with regional coherence.

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