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Friday, September 4, 2026

When “Bayanihan” Becomes a Convenient Message


I’ve always tried to understand that economies go through difficult periods. Businesses struggle, markets fluctuate, currencies move, and sometimes things simply don’t go according to plan. But there comes a point when you get tired of constantly being told to adjust, to be resilient, to find a way.

Just last month, we lost four clients who decided to close their businesses for good. Hindi na daw talaga kaya. And when you work closely with businesses, you see that these aren’t just numbers. These are people who spent years building something, creating jobs, paying taxes, and trying to make a living. And now, they’ve reached a point where continuing is no longer financially viable.

I’ve been spending time looking at the state of the economy, the trends in the PSE, and the peso. I’m not an economist, but you don’t have to be one to feel when things are getting harder. You see it in the decisions businesses are making, in the costs they’re trying to cut, and in the uncertainty about what comes next.

And as if that isn’t enough, even doing our jobs properly can be a struggle. You want to work, but the power goes out. The internet follows. Meetings get cancelled. Deadlines are affected. Productivity suffers. And somehow, we’re expected to simply adjust again.

This is the part that makes me angry.

Why does everything have to be a test of our resilience?

Why do ordinary people and businesses have to keep finding ways to compensate for systems that are supposed to work in the first place? Why is “Filipinos are resilient” always presented as something to be proud of, instead of asking why Filipinos are constantly being put in situations where resilience is required just to get through an ordinary day?

And then we see campaigns like “Bayanihan sa Kuryente.” -- ugh! 

I understand the importance of messaging and public relations. But honestly, this kind of messaging feels like a PR spin that is completely out of touch with what people are actually experiencing.

When people are losing work hours, businesses are struggling to stay open, and families are dealing with the consequences of unreliable electricity, calling for “bayanihan” doesn’t address the frustration. It can even feel dismissive. People don’t need another campaign asking them to adjust. They need reliable electricity.

Yes, there are things we can do. We can manage our finances better. We can be more careful with spending. We can support local businesses. We can continue learning and improving our skills. We can prepare for disruptions and have backup plans wherever possible.

But individual resilience can only go so far.

We also need better infrastructure. Reliable electricity. Reliable internet. Efficient public services. Policies that allow businesses to operate and grow instead of constantly making survival harder. We need systems that actually work, not systems that require ordinary people to work around them.

And yes, we should speak up when they don’t.

Being critical of the country doesn’t mean we hate the Philippines. Asking for better services, better governance, and better opportunities doesn’t mean we are ungrateful.

It means we are tired.

Tired of adjusting. Tired of making do. Tired of being told that everything will be okay while the cost of living keeps rising, businesses keep closing, and even something as basic as keeping the lights on cannot always be taken for granted.

Ang hirap mo mahalin, Pilipinas.

Not because we expect perfection. But because sometimes, we’re asking for the bare minimum and even that feels like too much to ask.

Wednesday, September 2, 2026

COMCO Mundo named as Agency of the Year in Asia and among 75 Best Agencies in the region at the SABRE APAC Awards 2026

There’s something special about seeing a Filipino-led organization earn recognition on the international stage especially when you’ve had the opportunity to work alongside the people behind it.

As someone who has worked with COMCO Mundo League of Enterprises, I’ve had a closer look at the passion, creativity, and strategic thinking that go into the work behind the scenes. So when COMCO was recently named Agency of the Year in Asia at the SABRE Awards Asia-Pacific 2026, it felt like a recognition worth celebrating not just for the organization, but for everyone who has been part of its journey.

The recognition comes at an especially meaningful time as COMCO Mundo celebrates its Decada De COMCO, its yearlong 10th Anniversary celebration.

Adding to the milestone, COMCO also became the only Philippine-led communications group included in PRovoke Media’s 75 Best Agencies in Asia-Pacific. For a Filipino-led communications group to be recognized alongside some of the region’s leading agencies is certainly something to be proud of.

And the awards weren’t simply about the scale of the organization. They recognized the kind of work that demonstrates how communications can create meaningful impact.

Among COMCO’s recognitions at the SABRE Awards Asia-Pacific 2026 was The Communications Olympiad: Rewriting Climate Change with the Next Gen Communications Practitioners, which received a Certificate of Excellence.

Spearheaded by COMCO School of Communications, the training and continuing education arm of COMCO Mundo, together with the International Association of Business Communicators (IABC) Philippines, the initiative focuses on empowering the next generation of PR and communications professionals to use strategic communications in addressing some of the world’s most pressing issues.

COMCO’s advocacy work was also recognized through Building a Better Nation for Every Child: The “Generation HOPE” initiative, which earned a Finalist Citation in the Corporate Social Responsibility Category.

The program tackles critical social and educational needs across the Philippines—another example of how communications can go beyond campaigns and messages to contribute to tangible community impact.

For those of us who work in or around communications, the SABRE Awards are a significant benchmark. Recognized as the world's largest and most prestigious public relations and communications awards competition, the awards celebrate "Superior Achievement in Branding and Reputation" across North America, EMEA (Europe, Middle East and Africa), Latin America, and APAC (Asia-Pacific).

Produced by PRovoke Media, the SABRE Awards recognize campaigns that demonstrate strategic communications excellence, creative brilliance, and meaningful business and societal impact.

For COMCO, this latest recognition is also a reflection of how far the group has come in just a decade.

“Being hailed as Agency of the Year in Asia and recognized as one of the Best 75 Agencies in the Asia-Pacific are incredible recognitions for our teams from Southeast Asia to the Middle East, as well as for our country, as we are the only Philippine owned and led agency network honored in the list,” said Ferdinand L. Bondoy, Interregional President & Group Chief Executive and Head of Global & Strategic Communications / Partner & Co-Founder of COMCO Mundo League of Enterprises. “As we celebrate our 10th year, or our #DECADAdeCOMCO, these metals inspire us to keep pushing boundaries, championing meaningful storytelling, and showcasing Filipino, Southeast Asian and Middle Eastern communications excellence to the rest of the world.”

What I find particularly inspiring about this milestone is that these latest recognitions are not happening in isolation.

They add to COMCO’s growing list of international achievements this year, including wins at the International Association of Business Communicators (IABC) Global Gold Quill Awards, the Public Relations and Communications Association Asia-Pacific (PRCA APAC) Awards, and the Marketing-Interactive PR Awards Asia-Pacific.

Having the opportunity to work with a communications group that continues to push for craftsmanship, innovation, purpose, and meaningful storytelling makes these milestones even more rewarding to witness.

Congratulations to the entire COMCO Mundo team on this well-deserved recognition and here’s to the next chapter of #DECADAdeCOMCO