Success comes from embracing change while staying grounded in timeless principles. In this episode, Anthony Louis Guanzon, Chief Marketing Officer of Malayan Insurance, shares how lessons from FMCG, telecom, startups, and insurance shaped his leadership, marketing philosophy, and approach to digital transformation.

Discover how he's helping modernize a legacy brand, making insurance more accessible, and leading teams through constant change.

Episode Timeline

00:00:00 – Building a legacy brand while driving digital transformation

00:02:55 – Meet Anthony Louis Guanzon, CMO of Malayan Insurance

00:04:20 – Louis' career journey from Alaska Milk to Malayan Insurance

00:06:02 – Early influences, mentors, and lessons from Globe's culture

00:08:28 – College years, Communication Arts, and landing his first job

00:11:19 – Learning sales, accounts, and customer relationships at Alaska Milk

00:15:08 – Moving to Globe and discovering the world of marketing

00:18:26 – Speed, data, and collaboration: key lessons from Globe

00:20:40 – Starting a business and the realities of entrepreneurship

00:22:57 – Cash flow struggles and the humbling side of building a company

00:25:15 – Returning to corporate with a founder's mindset at Planet Sports

00:30:07 – Building KonsultaMD and pioneering telemedicine before the pandemic

00:35:22 – Entering the insurance industry through AXA and digital strategy

00:37:13 – Why non-life insurance needs digital transformation

00:39:06 – Understanding what non-life insurance actually covers

00:42:02 – Making insurance more accessible for everyday consumers

00:47:47 – Critical illness coverage and the importance of managing risk

00:50:09 – Marketing insurance in a trust-driven industry

00:53:33 – Creating seamless omnichannel customer experiences

00:58:18 – Adapting to AI search, SEO, and digital-first customer behavior

01:01:10 – Building high-performing marketing teams and leadership lessons

01:05:57 – Common marketing mistakes and staying adaptable

01:06:47 – What makes a brand last for generations

01:07:46 – Preserving Malayan's legacy while embracing digital innovation

QUOTE/S FROM ANTHONY LOUIS

"At least in terms of respecting that reputation, that legacy, that culture, Malayan is a company that's almost about to reach a century in. They've already established their reliability as a brand, and you don't want to lose that."

"Everybody experiences reverting to that old box. Getting back to what worked yesterday would be one of the pitfalls."

Resources:

LinkedIn: https://www.linkedin.com/in/amguanzon/

LinkedIn (Malayan Insurance Co., Inc.): https://www.linkedin.com/company/malayan-insurance-co-inc-/

Website: https://www.malayan.com/

Links/Sponsors:

OneCFO: https://www.onecfoph.co/

PayMongo: https://www.paymongo.com/

PLDT Enterprise: https://pldtenterprise.com

- MSME Fiberbiz: https://bit.ly/pldtenterprise-ROId-nbsi-fiberbiz

- 5G SIM Only: https://bit.ly/pldtenterprise-ROId-nbsi-smart-postpaid

This episode is brought to you by Villgro Philippines: , Paymongo, GoTyme Bank & SeekCap
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