Vice hires head of content strategy and launches content platforms in the Philippines

Vice is to launch in the Philippines and has hired a long-serving reporter of the country’s online news site Rappler to take a region-wide role with the youth media brand.

Natashya Gutierrez, who has spent nearly eight years at Rappler, will join Vice as the Singapore-based head of content strategy for Asia Pacific.

She will oversee the company’s Asia-based teams and, according to the publisher, “drive collaboration”.

“I’m excited to be joining the VICE Asia team and being part of guiding and expanding our voice and strategy across the entire region,” she said. “Some of the most interesting stories are hiding in plain sight throughout Asia and young people here are hungry to both consume and engage in creating that content.”

The launch of a news website and social platforms in the Philippines will be its ninth in Asia Pacific, following Singapore, Indonesia, India, Japan, South Korea, China, Australia and New Zealand.

While Vice has covered key issues in the Philippines, it will be the first time news platforms have been dedicated to Filipino content.

It is unclear if there will be an editorial team based in the Philippines.

Natashya Gutierrez: ‘Stories are hiding in plain site throughout Asia’

Gutierrez, herself a Filipino, said Vice was tailor-made for the Philippines.  “I couldn’t be more excited to put a huge focus on my native Philippines and share the country’s stories to the rest of the region, and the world. Asia is an extremely young region, and in the Philippines the median age is 23 years old – Vice’s core audience.”

Vice said more than 2.4m Filipinos visit Vice on monthly basis, a number it expects to rise “substantially” when the dedicated platforms launch.

During her eight years at Rappler, Gutierrez was multimedia reporter in Manila for four years, before relocating to Jakarta as Indonesia Bureau Chief in 2015. She returned to the Philippines in 2017 as regional correspondent for South East Asia in April 2017.

The developments were announced by Vice APAC chief executive Hosi Simon during an address at the Digicon conference in Manila.



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