Frances Natividad-Bonifacio

Frances Bonifacio.jpg

Director of Strategy – Serviceplan, Dubai


An accidental yet passionate strategist with roots in automotive marketing management, Frances was a communications pioneer with 3 of the world’s biggest car brands before stumbling upon her passion for strategy and insight. She now champions content marketing &consumer-focused campaign planning for all four agencies under SERVICEPLAN GROUP’s House of Communications Dubai, & provides exceptional thought leadership to brands like Rolls Royce, BMW, MINI, Danone Nutricia, and Huawei, among others.

She has since endeared a European airline brand to the Middle Eastern consumer, positioned a premium flagship sedan for born leaders in the Arab world, profiled a European tire brand’s unemotional products to match consumer lifestyles in the MENA region, positioned a global luxury real estate brand as a connoisseur of extraordinary legacies in the GCC, and defined the content pillars for a transport agency’s personal social engagement with the commuting and motoring public, to name a few.

Frances is at her element buried in books and novelty magazines. She’s a board game geek, brews an amazing cup of specialty coffee, and shoots analog when there’s not much hustle & bustle at the agency.

2018, 2019NewYork Festivals