Maria Yolanda Crisanto

SVP, Chief Sustainability Officer; Head Corporate Communications

Globe Telecom

Manila

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"There is always an opportunity to participate in doing something good or changing the status quo"

Since joining Globe Telecom in 2009, Maria Yolanda Crisanto has helped to develop the company's 'Globe for Good' vision, which spans corporate communications and sustainability, including numerous initiatives to drive purpose across the telecommunications company. Accordingly, these have seen Globe invest in efforts to combat piracy and significantly upgrade the country's connectivity, while also setting new standards in terms of ESG reporting. In particular, Crisanto has ensured Globe is a major supporter of UN climate change campaigns. 

How do you define innovation?
Doing things differently to solve people's everyday problems. Changing the game and making a difference.

What is the most innovative comms/marketing initiative you've seen in the last 12 months?
Nike, United Commercial Bank - Agro Banking

In your opinion, what brands and/or agencies are most innovative around PR and marketing?
Nike, Amazon, Alibaba, Apple

Describe a moment in your career that you would consider 'innovative.'
Doing crisis management, when I hit my first Php 5bn media mileage, doing social programs using tech for good.

Who do you admire for his/her approach to innovation?
Scott Anthony, Jeff Bezos, Jack Ma
 
How do you get out of a creativity rut?
Shopping — retail therapy

What advice would you give to the PR industry around embracing innovation?
Customers, their lifestyles and ecosystems change so we always have to be grounded on what customers want in terms of content and how they consume it. There is always an opportunity to participate in doing something good or changing the status quo. It takes courage and experimentation, listen to what your experience tells you.

What would you be doing if you weren't doing your current job?
Maybe still be in the banking industry. Glad I was able to pivot to telco.

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through this year or provided inspiration?
History Channel, Netflix, Fox Movies, HBO Go. Taking care of my plants, cooking for my family.

What's your favourite time of day and why?
7pm. Enjoy dinner with my family, start to relax and perhaps watch a movie.