Ayala Land, a leading real estate developer in the Philippines needed to build the capability of its Marketing Team to play a bigger role in planning—making the process more brand-driven.
Ayala Land's marketing team needed to level up and produce concepts that veered away from what the company had always built. Leadership wanted the team to intrinsically adopt a customer-centric mindset—putting customer data and insights behind every proposed concept.
Acumen delivered a capability-building program to embed customer-centric thinking into the team's concept development. We:
The program expanded the team's capabilities with a new framework, allowing them to go beyond current practices and apply fresh, more effective approaches. It strengthened how marketing and product teams understand and respond to customer needs, leading to more relevant and customer-centric solutions.
It brings practices that aren't used in the company that helps not just marketing, but also product development, in understanding their customer.
Ayala Malls Deputy Product Management Head
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