Hyundai PH Works With Local Theater Group To Tell Its Stories

To help tell its stories as part of its ongoing marketing campaign, Hyundai Asia Resources, Inc. (HARI), the authorized distributor of Hyundai vehicles in the country, tapped the multi-awarded and highly-regarded local theater group Philippine Educational Theater Association (PETA) for a two-day theater workshop with the car company's top management to kick off the year's business planning activities "to explore new platforms for creative learning and teambuilding in the context of the automotive business." "Theater is about telling meaningful stories," said HARI President and CEO Maria Fe Perez-Agudo. "In line with our ongoing GUSTO campaign, we seek to transform the company, across the ranks, into an agile business that is in step and attuned with our digital times, but without losing sight of the personalized, human touch that customers today seek and demand of us. PETA has been cited for its efforts at transformative leadership in Asia. Their artist-teachers are in a unique position to help us take GUSTO to the next level by infusing the 'heart' into technology." PETA is recognized as the Philippines' pioneering national theater group and is a recipient of the 2017 Ramon Magsaysay Award for culture and the arts. For the workshop, it gave HARI's top brass a taste of the group's 50 years of "bold, collective contributions in shaping the theater arts as a force for social change." "PETA recognizes the importance of teachers in forming young and adult minds alike," shared PETA President Cecilia "CB" Garrucho. "We have been training teachers since our founding years in pedagogical ‘experiential’ techniques and creative curriculum development, particularly in preparing more engaging lesson plans. This is how PETA succeeds in its objectives of entertaining and educating. Many companies worldwide are turning to arts-based learning to explore non-arts concerns, such as management and leadership. Very few local companies have yet to explore this platform. That is why HARI is a trailblazer in this regard."