THE Information Technology and Business Process Management (IT-BPM) Industry Association of the Philippines (IBPAP) has partnered with BBDO-Guerrero for a transformative rebranding to become a $59-billion industry by 2028.

IBPAP President and CEO Jack Madrid said the rebranding aims to diversify and highlight the IT-BPM industry's role as a key collaborator with Fortune 200 companies worldwide.

"This rebranding goes beyond a mere facelift; it's about shifting perceptions and uncovering the vast landscape of opportunities within the IT-BPM sector," said Madrid.

"We take pride in our Filipino workforce, our most valuable asset, and aim to empower them to champion our industry," he added.

BBDO-Guerrero is a creative agency and is behind the iconic "It's More Fun in the Philippines" campaign.

Madrid also said that being involved in the IT-BPM sector is not just about being part of an industry but also about contributing to a community of top-notch professionals making a global difference.

The IT-BPM industry is one of the country's leading employers, with over 1.7 million Filipinos employed by the end of 2023. Through the partnership, IBPAP targets to generate 2.5 million jobs by 2028.

The transformative rebranding initiative with BBDO-Guerrero also aims to reshape global perceptions and showcase the depth of the Filipino workforce to achieve and become a multi-billion dollar industry in four years.

IBPAP, meanwhile, called on partner companies to support the industry pride campaign. The rebranding campaign will focus on clearing the diverse sectors within the IT-BPM industry. It added that the Filipino workforce stands ready to elevate the IT-BPM industry to new heights, equipped with talent, versatility and dynamism.

"Every milestone, career advancement, and collective success in the industry underscores the power of unity and collaboration with the nation's prime asset: its people," said IBPAP.

The campaign will also spotlight the industry's positive influence on personal and national growth through owned media channels. Industry leaders and enthusiasts are also encouraged to take the campaign on social media.