Manulife Philippines recruits former Pernod Ricard marketer Tony Atayde

Tony Atayde (pictured), former marketing director for the Philippines and Indonesia cluster at Pernod Ricard, has joined Manulife Philippines as head of brand, content and digital marketing.

Atayde took on the role on 1 October 2026, reporting to Joy Concepcion, CMO of Manulife Philippines. He will oversee how the Manulife brand and its subsidiaries, Manulife-ChinaBank Life Assurance Corporation and Manulife Investment Management, are presented to consumers and agents across touchpoints.

His remit includes developing and executing integrated 360-degree campaigns, product launches, brand activations and community impact initiatives, including corporate social responsibility activities.

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One of his immediate priorities is to develop a campaign programme for 2027, which will mark three milestones for the business: the 120th anniversary of Manulife Philippines, the 20th anniversary of the Manulife-ChinaBank partnership and the 10th anniversary of Manulife Investment Management.

"We will launch major campaigns to celebrate all three milestones starting in early 2027," he told MARKETING-INTERACTIVE.

Atayde joins the insurer after more than seven years at Pernod Ricard, where he held various roles spanning several markets.

Reflecting on his departure, Atayde said his time at the spirits group took him across Asia, where he worked with a portfolio of international brands.

"⁠As I close an amazing chapter at Pernod Ricard, I look back on a journey that took me across the Philippines, Hong Kong, Macau, China, and Indonesia, working with iconic brands, incredible people, and teams that helped me grow both professionally and personally," he said.

His experience included growing Chivas Regal and Jameson in the Philippines, activating Perrier-Jouët, Royal Salute and Martell across Hong Kong, Shanghai and Macau, and leading brand activities for Martell and Jameson in Indonesia, including Jakarta, Bandung, Bali and Yogyakarta.

Before Pernod Ricard, Atayde held marketing roles at PepsiCo and Nike, bringing experience across consumer brands to his new position in financial services.

Earlier this year, Manulife Philippines appointed Concepcion as CMO, effective 27 April 2026. A Manulife veteran since 2017, she oversees brand and advertising, digital and performance marketing, customer experience, AI-driven growth, digital transformation and corporate social responsibility, as the insurer focuses on strengthening its brand and improving customer experiences.

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