Before launching national campaigns, managing influencer collaborations, or building sub-brands for Gen Z, Philippe Patek Palomo was just a kid standing outside mall branches, handing out flyers to strangers.
“I remember helping out during mall events and branch visits, often tasked with giving out flyers to people passing by,” Palomo said in an interview with Financial Adviser PH. “At the time, I didn’t realize it was training—I just thought it was a family errand!”
Now serving as the Marketing Director of Great Image, the Philippines’ top photo studio chain, Palomo credits those early “voluntold” experiences—flyering, observing customers, and watching studio shoots unfold—as the foundation of his marketing instincts today.
“One of my earliest memories was tagging along to different studio branches and quietly observing everything that went on,” he said. “I was fascinated by the lighting setups, the clicking of the camera, and how a simple photo shoot could make people feel so special.”
“Even as a kid, I understood that what we were doing wasn’t just taking pictures—it was capturing moments that made people feel seen and celebrated.”
Learning the Craft Before Holding a Title
Great Image was founded by his father decades ago through a mix of timing and grit. With no investors and limited capital, the business grew slowly—branch by branch—inside SM malls, eventually becoming a household name in family portraits, graduation photos, and corporate headshots.
Palomo, while growing up around the business, never jumped straight into an executive role. His journey was more grassroots. From helping during events to observing branch operations, he absorbed how customer behavior, emotion, and environment shape the entire brand experience.
“I began taking on more serious responsibilities during my college years, gradually becoming involved in strategic discussions,” he said. “Eventually, I was entrusted with the role of Marketing Director.”
“My parents mentored me not just by teaching, but by giving me room to test ideas, learn from results, and lead my own team.”
Redefining Marketing Through Emotion
Under Palomo’s leadership, Great Image has undergone a strategic transformation—not just in technology and design, but in how it makes customers feel. Instead of selling “just portraits,” the brand now offers curated experiences that reflect individuality and confidence.
“Dear Self… redefines how people see themselves, empowering them to take ownership of their image and celebrate their individuality.”
One of his most successful moves was the creation of Dear Self, a self-photography sub-brand that puts the customer in control of the shoot. There’s no photographer—just a styled studio space, flattering lights, a remote clicker, and the freedom to express yourself. The emotional result? Customers feel empowered, not just photographed.
The concept was launched through the National Selfie Day campaign, combining influencer marketing, limited-time offers, and community buzz to draw young audiences into the studio.
“We offered a buy one, get one deal on all our regular packages which was only available for one weekend in order to generate buzz and drive urgency,” he said. “We also included limited freebies and collaborated with influencers and cosplayers to amplify our reach across social media.”
“The response was overwhelming—it not only boosted sales and foot traffic but also helped position Dear Self as a fresh, relevant, and exciting extension of the Great Image brand.”
“Overall, the campaign’s success helped establish Dear Self as a go-to spot for the younger market—a space where they could express themselves, capture memories, and enjoy a fun, personalized photo experience.”
From Flyers to Strategy: Earning His Voice
Despite being the founder’s son, Palomo emphasizes that trust wasn’t handed to him—it had to be earned. He learned early on that results speak louder than titles.
“You have to be willing to listen, observe, and understand why certain things were done a certain way—especially when you’re stepping into a business built on years of effort and sacrifice,” he said. “But at the same time, you need to have the courage to bring something new to the table.”
“Don’t expect instant authority—earn your seat at the table by showing up consistently, adding value, and proving that you’re not just there to inherit the business, but to grow it, evolve it, and lead it into the future.”
From redesigning customer touchpoints to modernizing campaign strategies and introducing AI-powered photo editing, Palomo’s leadership is rooted in lessons he picked up from the ground up.
His long-term vision?
“To elevate Great Image into a household lifestyle brand—diversifying beyond traditional studios into creative imaging, digital content, franchising, and global recognition,” he said. “I want it to be the go-to name for every Filipino milestone.”
