Donald Patrick Lim, Chief Digital Officer, ABS-CBN Corp.
As the founding president of the Internet and Mobile Marketing Association of the Philippines (IMMAP), and a creator of the IMMAP Digital Code of Ethics, Lim has been a pivotal force in the Philippine marketing industry. And as the chief digital officer at ABS-CBN, Lim’s marketing acumen has helped the company ascend to its position as the country’s largest digital media player, as well as being ranked 7th globally in terms of biggest media publishers.
Defining moment: When I was given an opportunity to become CEO of a bleeding-edge Internet company. It was an opportunity for me to run my own ship, and also to learn the tricks of the trade on digital, which was an emerging industry at that time.
Words to live by: Carry yourself in such a way that when people are sitting, you would be standing; and when they are standing, you will stand out; and when they stand out, you will be outstanding; and when they dare to be outstanding, you will be their standard.
Strategy shift: The rise of social networks and the use of apps prompted me to have my digital team create a passenger safety app called PASAHERO. I leveraged the fact that 90% of Internet users are on social networks, and developed a mobile app where people can press an emergency button on their phone, and immediately their social circles are alerted that they are in an emergency.
Up next: I’m excited about the uptake of digital technologies by people when they consume media. My role is to ensure that I prepare my organization for the second curve of business and to disrupt itself by continuously innovating to address people’s changing needs.
Advice to young marketers: Challenge the status quo. Try more than others would. Fail more and fail forward.