Edgar Allan Caper, KFC Guam’s marketing director, bagged the coveted Agora for Outstanding Achievement in Overseas Marketing during the 39th Agora Awards held last month.
Caper was also an Agora Youth awardee for Outstanding Marketing Student.
After 15 years, he wins another Agora award.
His humble beginning as a dishwasher for various food chains during his college days was instrumental to his becoming one of the youngest and most successful marketing executives in the food service industry.
Now with over 20 years of experience in managing both homegrown and global restaurant brands, Caper continues to make strides in the food service industry.
Caper has led the KFC Guam brand since 2014.
Edgar Caper (right) shares his winning moment with Lars Peterson, managing director of KFC Guam.
During his tenure as marketing director, the challenges and opportunities that come with bringing a 40-year old brand to the next level called for an increased engagement with the operators, the advertising media and the community of Guam in general.
Today, KFC Guam is recognized by its Asia regional office for the quality of its marketing work and consistent sales growth.
Notable product innovations, aggressive advertising efforts and strategic customer-centric marketing windows have increased KFC sales and brand equity over the years, all while maintaining the same level of spending on marketing.
Asked how he managed such a feat, Caper credits his success to inclusive, inspiring leadership and operations engagement that make the brand relevant, easy and distinct.
“In this time and age where our world is full of hatred, envy, hopelessness and inequality, as marketers being experts in communication and strategies, we need more inspiring marketing people, I stand here to serve as an inspiration to my fellow dreamers,” Caper said.
While the Philippine Marketing Association hosts the Agora Awards annually, this is the first time that they have awarded a past Agora Youth winner.
Considered the Oscars of the Philippines’ marketing industry, the Agora Awards honor companies for their excellence, innovation and contributions in the field of marketing.
Caper also owns the Caper Group with clients such as Margarita Fores’ CIBO, Parkmall Cebu, Cebu Home Builders, LA Girl Cosmetics and Il Padrino.
He is also the cofounder of the fashion brand John Herrera.—CONTRIBUTED