|ABS-CBN Global Ltd. Chief Operating Officer Raffy Lopez
MANILA, Philippines - ABS-CBN Global Ltd. chief operations officer Raffy L. Lopez on Thursday evening received the Communication Excellence in Organizations (CEO EXCEL) award from the International Association of Business Communicators (IABC) Philippines.
The CEO EXCEL Award is a prestigious award given to top Philippine-based business leaders who use excellent communication as a business strategy to achieve targets, build relationships of trust, and uphold the organization's reputation.
Lopez received the EXCEL CEO award for the category "Media, Advertising, PR, Entertainment, Special Events and Sports." He was cited for the rebranding of The Filipino Channel (TFC), the pioneering TV station for the Filipino community around the world, as well as the "Tayo ang TFC" campaign, which was a tribute to the community of Filipinos worldwide.
Another awardee for media is Marissa Flores, senior vice-president for news and public affairs of GMA Network.
In his acceptance speech, Lopez said the award validates the hard work of ABS-CBN Global, which has operations in the Philippines, U.S., Canada, Europe, Middle East, Australia, New Zealand, Asia-Pacific, Japan and Korea.
"At the heart of ABS-CBN Global’s service is TFC, The Filipino Channel. Being the strongest Filipino media company overseas with the broadest reach – 2.5 million Filipinos abroad – it plays a very important role in shaping their minds and touching their lives in a way that both empowers and entertains them," he said.
In order to communicate withoverseas Filipinos, Lopez said TFC undertook efforts to understand the needs of its customers. "This understanding of the customer's evolution and the overseas Filipinos’ renewed state of being, allowed our company to modernize and update the TFC brand and its meaning. As a result, the messaging and our initiatives are more relevant to the overseas Filipino," he said.
Many Filipinos who become part of the international diaspora are faced with the challenge of maintaining a connection with the Filipino identity. Lopez said they made sure the TFC brand would allow overseas Filipinos to reconnect with their roots.
"In updating TFC’s brand and its meaning, we made sure that our core communication in all that we do or create reminds and rekindles the 'Filipino-ness' among overseas Filipinos. Tayo ay Pilipino. Then we highlighted how they survived and thrived wherever they are. Magaling o mahusay ang Pilipino – Da Best ng Pilipino Saan Man Sa Mundo -- was the title of our 2012 first quarter Station ID. A key part of our message was to remind them that we are a global community whose achievements contribute to the image and status of Filipinos abroad and help the homeland’s economy. So, they are flames whose bright light shine around the world, bringing joy, pride, a sense of Filipino home, family and community," Lopez said.
Since many of the ABS-CBN Global employees are themselves overseas Filipinos, Lopez said their lives are their message.
"We go through the same journey as the people whom we serve. This is why our communication bears truth and authenticity, which when applied to relationships with our customers, enable, empower and transform," he said.
Lopez has been COO of ABS-CBN Global since 2004. He started as the Information Technology Head of ABS-CBN International in North America in 1994. Prior to this, he spent 12 years working as a systems analyst for Bell Atlantic.
He graduated from the San Francisco State University with a Bachelor of Arts degree in Music. He also obtained a degree in Computer Programming from Control Data Institute and completed the Stanford Business Executive Program for Executives in 2002.
In 2010, the IABC Philippines conferred on Lopez Group chairman Oscar M. Lopez its highest award, the Lifetime Achievement Award in the 2010 Communication Excellence in Organizations (CEO Excel) Awards.
Lopez was recognized for his "extraordinary and transformational leadership over the years in communicating effectively the vision and values of the Lopez Group of companies to employees, business partners, customers and other stakeholders."
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