How Brave Connective is architecting PH’s next-gen martech stack

Spend enough time in the local marketing technology space and a familiar pattern emerges: ambitious talk about “digital transformation,” dashboards heavy on charts, and solutions that often stop short of delivering truly integrated outcomes.

Against this backdrop, genuinely connected, outcome-oriented martech systems remain limited—creating room for alternative approaches to emerge.

That is where Brave Connective Holdings Inc. (BCHI) positions itself differently.

Despite carrying a “holdings” label, Brave does not operate as a loose collection of subsidiaries working in parallel. Under 917Ventures, the venture arm of Globe Group, the group has been building an integrated marketing and data technology stack intended to function as a connected system rather than a set of standalone tools.

The ambition is measured but consequential: to develop infrastructure that supports how Philippine brands engage customers as the market continues its shift toward digital-first operations.

This approach reflects, at a smaller and localized scale, how global technology groups such as Alphabet, Meta, and Alibaba have organized ecosystems around shared platforms rather than isolated products. Within Brave, capital allocation, data foundations, and operations are designed to be aligned so that portfolio companies can function as parts of a broader system.

Over the past several years, this structure has supported the expansion of Brave’s portfolio while laying the groundwork for a martech backbone aimed at enterprises transitioning more of their operations into digital environments.

At the center of the group’s strategy is an emphasis on reducing reliance on intuition-led marketing decisions and moving toward greater use of first-party data. Across communications, advertising, analytics, and commerce, Brave’s platforms are designed to shorten the distance between insight and execution. Instead of fragmented tools that can slow campaign deployment, the stack is intended to allow brands to act on customer data more directly, making experimentation and iteration easier to repeat.

The objective is not to eliminate uncertainty entirely, but to help organizations move from assumption-based decisions toward more evidence-informed actions.

This focus on integration rather than aggregation is deliberate. Each platform within the group is designed to complement the others, with the aim of producing outcomes that may be difficult to achieve through single-point solutions alone. In this sense, Brave positions itself less as a traditional vendor and more as an operating layer supporting modern marketing operations.

That architecture is anchored by four core companies, each addressing a specific layer of the ecosystem.

At the communications layer is M360, which operates a CPaaS platform that enables enterprises to engage customers through channels such as SMS, Viber, WhatsApp, email, and others via a unified interface. Its wallet-based messaging model and international connectivity allow local brands to access communications capabilities commonly associated with larger markets.

Campaign execution is handled by AdSpark, a data-driven agency that integrates media execution with Brave’s communications and data layers. This setup allows performance insights to feed back into planning and optimization, rather than remaining confined to disconnected reports.

Data intelligence is centralized within Inquiro, established in 2021 to bring analytics and machine learning into everyday business decision-making. In a market where many organizations continue to develop basic data capabilities, Inquiro is positioned to support insight generation across channels within the broader Brave ecosystem.

Completing the loop is Rush, which supports commerce, payments, and loyalty. By linking conversion and retention mechanisms with communications and advertising, Rush enables campaigns to be assessed against measurable business signals rather than engagement metrics alone.

The system-wide value of this integration has become more visible with Brave’s recent exploration of AI-driven advertising formats. Through AdSpark, the group has introduced Generative Response Ads—an emerging format that allows consumers to interact with advertisements using natural-language prompts rather than predefined flows. The format has been deployed locally in collaboration with Globe Platinum as a use case illustrating how conversational interfaces can reduce friction in customer journeys while maintaining anonymized interactions.

“At Brave Connective, we are committed to bringing brands closer to their customers by redefining how they engage in the digital space,” said Nikko Acosta, Group CEO and President of Brave Connective Holdings, Inc. “With Generative Response Ads, we’re enabling brands to explore more interactive forms of engagement while introducing new ways to build trust and drive growth.”

From a technical standpoint, deploying conversational AI within advertising environments requires careful handling of brand data, system training, and privacy safeguards. Rather than relying on scripted chatbot flows, the format is designed to support more natural exchanges, with responses informed by brand-specific inputs.

“This next-generation advertising format enables consumers to engage in natural-language dialogue directly within an ad space,” Acosta added. “These interactions are designed to provide relevant responses in real time, reduce steps in the customer journey, and protect user privacy through anonymized data handling.”

Furthermore, what distinguishes Brave is not a single product or feature, but the connective tissue linking its platforms. Data is intended to move from insight to execution to conversion within the same ecosystem, creating feedback loops that can improve performance over time. In a landscape where many organizations still struggle to align CRM, messaging, and analytics tools, that level of cohesion represents a practical—if still evolving—advantage.