MANILA, Philippines — PUBLiCUS Asia Inc., a leading political consulting firm based in Manila, has announced the launch of several groundbreaking political applications aimed at transforming the landscape of the upcoming 2025 election cycle. These tools are designed to enhance campaign strategies and voter engagement across the Southeast Asian region.
The standout application, Centurion, is now available on both Apple and Google platforms. It acts as a digital command center for national candidates, incorporating four key functionalities:
- Constituent Relationship Management (CRM) for efficient voter data management and engagement.
- Political Mapping that offers geographic insights into voter distribution and campaign hotspots.
- Online Surveys to gather voter feedback and refine campaign strategies.
- A Mobile App for supporter registration, facilitating streamlined onboarding and data collection.
Centurion had its debut during the barangay elections in three strategic locations: Metro Manila, Nueva Ecija, and Cotabato City. Meanwhile, Radix, another innovative application, focuses on building relational databases. It serves as a comprehensive CRM platform that connects constituents with local government unit (LGU) programs, ensuring that campaigns can engage directly with actual voters.
Looking ahead to the May 2025 elections, PUBLiCUS plans to introduce two more applications: Intuitus, a media buying platform that utilizes audience insights for targeted digital advertising, and Verx, a pioneering tool designed to mobilize supporters and constituents from the grassroots level.
Malou Tiquia, Founder and CEO of PUBLiCUS Asia, emphasized the growing trend of leveraging software in political consulting and management. “The intent of a campaign is to attract enough votes to ensure victory. The use of political applications allows data to be within reach of campaign teams, informing strategy and decision-making,” Tiquia stated.
The ability to utilize analytics is crucial for campaigns to allocate limited resources effectively, optimize fundraising efforts, and tailor messaging to engage potential voters. Chief Technology Strategist Picasso dela Cruz underscored the transformative impact of data collection and analysis on political campaigns. “Candidates can gain insights into voter behavior, build focused strategies, and make informed judgments,” he remarked.
Dela Cruz also highlighted the anticipated growth of artificial intelligence (AI) and predictive analytics in political data science. “AI has already been employed in predicting election outcomes and gauging public opinion in various countries,” he noted.
Tiquia further emphasized that technology will enhance understanding of voter behavior, allowing campaigns to tailor their approaches to specific audiences. With AI, tedious tasks such as data collection and analysis can be automated, leading to more efficient campaign operations.
Founded in 2003, PUBLiCUS Asia Inc. has a rich history of introducing cutting-edge technologies in polling, from the Perception Analyzer to Ubermetrics and Computer Assisted Personal Interviewing. The firm also conducts quarterly PAHAYAG surveys as part of its Corporate Social Responsibility initiative, launched in 2017.
As the political landscape evolves, PUBLiCUS Asia Inc. continues to lead the way in integrating technology into political strategy, setting the stage for a data-driven approach to the 2025 elections.
