Written by Edgard Hilario
The brand of the Philippines is not always easy to pinpoint and can be confusing at times. However, key elements from corporate governance can help us focus on something that we can be proud of as Filipinos.
This was the message of Don Paulino, energy independence advocate and Managing Director of Shell Philippines Exploration B.V. (SPEX), in his talk during the Institute for Corporate Directors’ (ICD) webinar titled, “Brand Pilipinas: How Corporate Nationalism & Governance Can Spur Nation Branding.” The event saw thought leaders from various industries such as banking, food and beverage, retail, and marketing share stories of how their brands promoted nationalism and world-class, service-oriented governance.
On the other hand, the ICD is composed of over 300 professional directors who practice ethical governance. For them, the emergence of Filipino business in different industries must be emphasized and deserves to be the pride of the country. In the webinar, the spotlight was on stories of brands that have emerged to promote nationalism and governance. These contributions can highlight the Philippines’ brand.
As for Paulino, aside from his role in Shell, he is also the president of the Petroleum Association of the Philippines (PAP), director of Philippine Energy Independence Council (PEIC), and chair of the Dutch Chamber of Commerce in the Philippines (DCCP).
“Instead of hearing people say, ‘You're Filipino and you drink beer and sing and dance,’ I want to hear them say that Filipinos are innovative, pacesetters, passionate, and technology-equipped. I want to share how good corporate governance has played a role in Brand Pilipinas,” Paulino said during the webinar.
Paulino recalled the years when he lived abroad on an assignment and people would say that since he is a Filipino, he must be a good singer, dancer, and even a hard drinker. He, however, had to clarify that he was an off-spec Filipino, or someone who didn’t fit the standard definition of one.
“On a more serious note, the Filipino brand has two bookends: One who is honest, hardworking, passionate, and ineffable versus someone who sings well and drinks a lot of beer,” he stressed. “I think our brand as an economy is still confused; sometimes you hear about a growing economy and vibrant workforce. But you will also hear about inefficient systems and infrastructure, sadly marred with corruption.”
For Paulino, corporations have a crucial role in developing the Philippine brand. He stressed that companies should find ways to direct their corporate purpose towards nation-building.
He stated three concepts that would help with proper nation-branding. The first is economic growth balanced with environmental sustainability. The second is social mobility, which also involves going to the grassroots, helping understand them and providing solutions.
And the last one is providing legitimacy and being motivated by love of country. Paulino believes that this is where corporations can be examples of good values. “Anything we're doing, we're doing it for the country,” he said.
Paulino cited the Malampaya Deep-water Gas-to-power project as an example of a project that has displayed these three concepts of corporate governance. As the person who manages Shell Philippines’ indigenous gas project, Paulino explained how it continues to provide up to 30 percent of the country’s energy supply. The project has contributed to economic growth, giving the country over P550 billion in revenues which has gone directly to the government.
When it comes to its operations, the Malampaya project is known for its world-class performance and has received global and local awards almost every year. It also has a record for being safe, reliable, and efficient. “When it comes to world-class practices, Malampaya is in the forefront, and other countries are copying the practices we have here in the Philippines to make their businesses safer and more efficient,” explained Paulino.
Paulino said that the SPEX team has always been motivated by their love for the Philippines. “We always use this motto, whenever we’re facing challenges,” Paulino said. “In whatever we’re doing, we’re doing it para sa bayan. Supplying 30 percent of the country’s energy requirements is not easy especially if you have a single asset with a maturing reservoir behind it.”
This “Para Sa Bayan” team has been especially driven during the Enhanced Community Quarantine (ECQ) in Luzon these past months. “What I’ve seen these last months is that people continue to perform the way they performed in the office,” he shared. “Amid the challenges, amid the distance. And people want to go to the facilities because they know that whatever we’re doing, we’re powering up 30 percent of hospitals, 30 percent of government offices, 30 percent of the essential services of the country. We’re doing this para sa bayan.”
As PAP President, Paulino has always believed that the government should multiply its efforts in looking for more indigenous energy resources. This is because with a growing population, the needs for energy will be doubling in 20 years. He believes that the country has the potential and capacity to do more explorations that can result in the second or third Malampaya.
Aside from advocating for the use of indigenous, renewable, and cleaner energy, as PEIC director, Paulino believes that it is important for the Philippines to be energy independent and to minimize importation from fuel-producing countries.
Paulino came full circle during the webinar with his closing words. “Instead of hearing people say, ‘You're Filipino, you sing well, and you drink a lot of beer,’ I want it to be that Filipinos are innovative, pacesetters, passionate, and are technology-equipped. I want to tell that person I would love to have dinner with you because I want to start sharing share how good corporate governance played a role in Brand Pilipinas.”
Other speakers during the Brand Pilipinas webinar last Independence Day included Justo Ortiz, Chair of Unionbank of the Philippines; Hanky Lee, Innkeeper and Founder of The Henry Hotel; Pacita Juan, Founder of ECHOStore Philippines; and Brad Geiser, co-founder of GeiserMaclang PR. Geiser talked about how malasakit or compassion as a trait can be transformed into a practice. Malasakit after all, is about caring for something or someone as if your own and separates Filipinos from others.