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Makati and National City Center
Ayala Land, one of the oldest and largest developers in the Philippines, needed a strategic brand vision for the nation’s financial capital, Makati. The city of Makati, located in Metro Manila, had a daytime population of well over one million people and was a cultural, entertainment, shopping and high-rise living destination.
Makati’s leaders became concerned that their top status has been gradually slipping due to other competitive cities and districts, including Bonifacio Global City, just a few kilometers from Makati. Ironically, Bonifacio Global City was also developed by Ayala Land, meaning they were competing against themselves. Shook Kelley was therefore hired to try to make sense of these competing urban brands and develop a strategic future brand vision for how they could work together.
Not only did this complex assignment involve competing divisions and investment strategies within Ayala Land, but it also had to respect the separate agendas of competing city mayors, national and multi-national corporations based in Makati, and local community interests. The number of players and constituencies involved in this exercise is significant. The project needed to bring together these multiple, and sometimes competing, stakeholder groups.
Shook Kelley spent a year and a half intensively studying the people, place, culture, environment and brands of both Makati and Bonifacio Global City, as well as other competing cities/districts within the Philippines and the major urban centers of Southeast Asia. Following separate studies on the brands of Makati and Bonifacio Global City, Shook Kelley then undertook one major study and initiative that provided insights on how the entire area might work better together. This latter project, called the National City Center Alliance, was part of a larger 10-year strategy to improve the region as a whole. It outlined how the National City Center Alliance would be conceived, organized, managed, branded, communicated, funded, designed and developed.
Makati’s leaders became concerned that their top status has been gradually slipping due to other competitive cities and districts, including Bonifacio Global City, just a few kilometers from Makati. Ironically, Bonifacio Global City was also developed by Ayala Land, meaning they were competing against themselves. Shook Kelley was therefore hired to try to make sense of these competing urban brands and develop a strategic future brand vision for how they could work together.
Not only did this complex assignment involve competing divisions and investment strategies within Ayala Land, but it also had to respect the separate agendas of competing city mayors, national and multi-national corporations based in Makati, and local community interests. The number of players and constituencies involved in this exercise is significant. The project needed to bring together these multiple, and sometimes competing, stakeholder groups.
Shook Kelley spent a year and a half intensively studying the people, place, culture, environment and brands of both Makati and Bonifacio Global City, as well as other competing cities/districts within the Philippines and the major urban centers of Southeast Asia. Following separate studies on the brands of Makati and Bonifacio Global City, Shook Kelley then undertook one major study and initiative that provided insights on how the entire area might work better together. This latter project, called the National City Center Alliance, was part of a larger 10-year strategy to improve the region as a whole. It outlined how the National City Center Alliance would be conceived, organized, managed, branded, communicated, funded, designed and developed.