Developer moves beyond property-led storytelling to highlight what it means to be a community builder with a heart
Property Company of Friends, Inc. (Profriends), one of the country’s fastest-growing property developers, has renewed its partnership with Dugenia, Marayan, and Associates Company (DM&A Co.) as its Agency on Record for public relations.
The renewed partnership comes with an expanded storytelling direction for Profriends, shifting its communications from a primarily property-led approach to one that puts greater focus on the people, lifestyles, and experiences within its communities.
“Profriends has always believed that building communities goes beyond providing homes. It is about creating environments where Filipino families can grow, connect, and pursue their aspirations,” said Celine Choa-Mangahis, of Profriends. “Our renewed partnership with DM&A Co. will help us communicate that broader story and bring our communities and the people in them closer to our audiences.”
Under the renewed partnership, DM&A Co. will continue to lead Profriends’ public relations efforts, with an increased focus on stories that demonstrate how its developments support the everyday lives and aspirations of Filipino families.
“Profriends has an opportunity to expand the conversation beyond property and into the lives that its communities support,” said Michael Dugenia, CEO of DM&A Co. “Our goal is to help bring those stories to the forefront through communications that are relevant, human, and grounded in the Filipino experience.”
Alvin Marayan, COO of DM&A Co., said the renewed partnership will allow both teams to further develop stories that reflect the breadth of Profriends’ communities.
“We see an opportunity to showcase the many stories that happen within a Profriends community, from families and neighbors to entrepreneurs and young people,” said Marayan. “These stories can help audiences better understand what Profriends stands for and the role its communities play in people’s lives.”
Jj Ibarreta, Communications Director of DM&A Co., could not agree more. He said the new direction reflects the agency’s commitment to “Challenge the Usual” in how brands communicate.
“Property storytelling does not have to stop at the property,” said Ibarreta. “With Profriends, we have an opportunity to challenge the usual and put people at the center of the story. allows us to spotlight the experiences, connections, and everyday moments that give each community its character.”
Established in 1999, Profriends has developed communities and housing projects for Filipino families, including its flagship development, Lancaster New City in Cavite. The company has delivered more than 64,000 housing units to date and continues to expand its presence in Cavite and Iloilo.
The renewed partnership will be supported by a dedicated DM&A Co. team with Ibarreta alongside Content Lead Lorelee Yap, Media Relations Lead Jainy Carilla, and Client Servicing Lead Maika De Castro overseeing the agency’s strategic, media, and client management efforts.
They will be supported by PR Associate Angela Brondial, PR Writer Mitzi Mendoza, and Media Relations Officer Elliz Perdigones, who will contribute to content development, media relations, and day-to-day account execution.
As Profriends continues to grow its communities, the renewed partnership with DM&A Co. will focus on strengthening the brand’s public presence while telling a broader story about the people and experiences behind them.
Discover more about Profriends, its communities, and the stories behind them at www.profriends.com. Learn more about DM&A Co. and its work in strategic communications at www.dma.com.ph. For the latest news, insights, and campaign highlights, follow DM&A Co. on Facebook (@dmassociatesco), Instagram (@DMA Co), LinkedIn (@dma-co), and TikTok (@dma_co).