WILFRIDO “WILLY” VICTOR ESGUERRA ARCILLA is a subject matter expert and recognized authority on Marketing and Leadership, offering public seminars and conferences, corporate training and in-house workshops, 1on1 advisory and consultancy on Marketing, Branding and Advertising; Business Strategy and Corporate Planning; and Leadership Development.
Willy Arcilla believes that “Marketing is what anyone must do, while Leadership is what anyone must have” so his unique 2-in-1 seminar plus 1on1 consultancy is called “The Marketing and Leadership Clinic”, whose main benefit for participants is “Stronger People and Stronger Brands”, because ultimately, he posits “Healthier Brands are Wealthier Brands”.
He has chalked up 25 years of extensive experience around the Asia-Pacific region working for US Fortune 500 Companies like Procter & Gamble Philippines, SC Johnson & Son Indonesia, The Coca-Cola Company China, and Top 1000 Philippine Conglomerates like San Miguel Corporation in Greater China, the Philippines and International, Universal Robina Corporation in Asia-Pacific and the RFM Corporation-Branded Food Group.
After his corporate career, Willy Arcilla has been offering training and consultancy services for Philippine companies and MSMEs to help them level up and succeed in an increasingly competitive global marketplace.
Due to his proven track record in turning around bleeding companies and revitalizing sick brands, he has earned the monicker “The Brand Healer”. Willy attributes his philosophy in healing brands to his family background. Raised in a family of doctors, Willy imbibed the principles of the medical profession in formulating marketing solutions for business problems.
He is a recipient of the Agora Award for Marketing Excellence in the Asia-Pacific region from the Philippine Marketing Association, and a Special Citation from the Catholic Mass Media Awards for Best Business Column.
He is an Angelpreneur of the Go Negosyo Movement that was founded by Presidential Adviser Jose Maria “Joey” Concepcion; a Kapatid Mentor Me of the DTI under Secretary Ramon Lopez, and an ASEAN Mentor (AMEN) of the ASEAN Business and Advisory Council. He teaches Marketing at the Ateneo Graduate School of Business MBA Programs at Rockwell Makati.
He also serves as the Senior Advisor on Marketing and Branding for Wong and Bernstein, a Strategic Consultancy Firm operating in Asia-Pacific, and Senior Advisor on Marketing, Branding and Advertising for Octopus, a Strategic Marketing, Branding and Advertising Agency based in Makati.
Recently, he was engaged as the National Consultant for Brand Equity Development by the Department of Trade and Industry to help thousands of MSMEs nationwide upgrade their marketing and branding to become more globally competitive. He also conducts seminars and workshops for the Department of Trade and Industry-Board of Investments, Department of Agriculture, and the Department of Tourism-Tourism Promotion Board.
Willy Arcilla holds a B.S. Business Administration from the UP Diliman (cum laude) and a M.Sc. in Industrial Economics from the Center for Research & Communication, economic think-tank of University of Asia and the Pacific.
Originally Written at https://www.facebook.com/gonegosyoofficial/photos/a.10156055512694516/10156154915789516/?type=3&mibextid=WC7FNe&rdid=ZQiG7GWbJRx96WUi.
