adobo magazine | January - February 2010 by Sanserif, Inc.

TBWA\Santiago Mangada Puno Reclaims the creative leadership at the ARAW Awards MANAGING DIRECTORS’ 2010 OUTLOOK EXCLUSIVES: Efren Peñaflorida James Lafferty Kentaro Kimura 2009 MEDIA AOY AWARDS

2010 ADFEST PRIMER MARK INGROUILLE LEAVES McCANN

CREATIVE REVIEW: Joel Clement Saatchi & Saatchi Thailand TIGER LOSES HIS CLAWS

THE CANNES REPORT 2009 LILIT JOINS DDB; TEENY FORMS SEVEN A.D.

SPECIAL SUPPLEMENT 21st Philippine Advertising Congress

Issue #25 Jan-Feb 2010 Philippines P180 Indonesia IDR 100k Malaysia MYR 15 Singapore SGD 10 Hong Kong Thailand

Issue #25 Jan-Feb 2010 P180

The Word on Advertising

TOP STORIES

04 The Araw rises for TBWA\SMP 06 Campaigns & Grey and DDB

win metals at LIA 08 Mark Ingrouille leaves McCann 09 GMA's Meckoy Quiogue retires 11 Lilit Reyes joins DDB

30 MANAGING DIRECTORS' 2010 OUTLOOK EXCLUSIVE 18 Efren Peñaflorida, Jr.

CNN Hero of the Year

22 P&G's James Lafferty:

Lessons from a marathon man

64 Kentaro Kimura:

His Kettle boileth over

62 2010 ADFEST PRIMER

REGIONAL

54 JWT tops Citra Pariwara 2009 55 Piyush Pandey: fun is also a currency 60 JWT top 10 responses to the recession GLOBAL 70 The Cannes Report 2009 74 World AIDS Day:

Social media spins the story

78 When Tiger loses his claws

90 2009 ADOBO AD OF THE YEAR CONTENDERS PROFILE 80 The Buzz on Onat Diaz DIGITALSCAPE 86 Getting the Youth to vote online MAD ABOUT 104CSRs

ENTERTAINMENT REVIEWS

40 BOOK REVIEW: Adland 41 CONCERT REVIEW: U2 360 World Tour CREATIVE REVIEW 42 by Joel Clement

Saatchi & Saatchi Thailand, Bangkok

PRIVATE VIEW 84 Logic & Magic by Bong Osorio

REGULAR FEATURES

Ad Nauseum Adobo centerfold Ads of the Month Ambush Bang for the Buck Cloned R3 New Business Scoreboard Regional Showcase Truth in Advertising

Better than a crystal ball: The 2010 Managing Directors' Outlook EDITOR-IN-CHIEF

ANGEL GUERRERO

EDITOR CYNTHIA

DAYCO

SENIOR CORRESPONDENT

HARRY MOSQUERA

SENIOR WRITER

AYE UBALDO

COLUMNIST

BONG OSORIO

CONTRIBUTING WRITERS

IGGY JAVELLANA JAIME ORTEGA LALISSA SINGSON JEL TORDESILLAS IDA TORRES

ART DIRECTOR LECH VELASCO EDITORIAL ASSISTANT

NICA SERRANO

CONTRIBUTING ARTIST

JED-ANGELO SEGOVIA

CONTRIBUTING PHOTOGRAPHERS

BOB GUERRERO JUN TAPAN

BUSINESS MANAGER

MAFEL HEBULAN

MARKETING & SALES EXECUTIVES

PHILIPP BALBUENA LIEZL MONTEMAYOR

FRONT COVER PHOTOGRAPHER: Jun Tapan PHOTO EDITOR: Manny Vailoces

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Letter from the Editor-in-Chief 2010 has a good ring to it. A decade rounded off. Where the roughs of the past year should smoothen out. I have a good feeling about 2010. The lazy will sit up and maneuver current settings to selfishly ensure their cushy world is safe and secure. Those who have lost their jobs —and I have seen many good friends who have—will step out of depression and seek a satisfying alternative occupation or position in life. Those who relied on governments to assist will realize they can help themselves. And in our communications business, it will dawn on more of us that we are equipped and empowered to do much more than sell consumer products but to put out some do-good advertising messages, reorganize priorities and start an ethical and responsible advertising revolution. Mike Schalit of Net#work BBDO South Africa introduced the concept of “Goodvertising” at the recent Philippine Advertising Congress, that we should use creativity for good, lasting, sustainable change. Brands can be a part of this and connect better with consumers. The buzz acronym amongst marketers is CSR for corporate social responsibility. And the good news is, the Third World can lead the way. In the New Year issue of adobo magazine, we have an exclusive feature on the 2010 outlook from Asia’s leading regional ad agency directors, which should serve us well. We also have the adobo “Perspectives” supplement on the inventive and recently concluded 21st Philippine Advertising Congress, one of the world’s largest. You can indulge in our showcase of the best ads from the Philippines in the Araw Awards feature where TBWA\Santiago Mangada Puno helmed. Our all-woman magazine editorial team hallmarked digital live reporting with the Ad Congress event as our guinea pig. Using whatever electronic tools we had at hand and nudging our way past hunky cameramen, our female force were able to get center stage coverage. The adobo news team successfully fed followers with up-to-the-hour news with video podcasts, Twitter and Facebook feeds, plus a muchviewed photo gallery. Mariles Gustilo, president of Lowe, who came on the last day of the congress said that she knew all that went on in Subic, because the adobo coverage kept her up to date. Well done, team! From this pilot experiment, we take it further and make the most of what the real-time digital space can offer our audience. Expect more video and audio broadcasts on adobomagazine.com. Our in-print editions will continue to be as rich, as diverse, as insightful as you have known it to be, and, always passionately put together. This year, we will make a conscious effort to feature the young talents behind the great ad campaigns but who fall under the shadow of their more famous bosses. Adobo wants to get to know them. We also want to have more conversations with marketers, planners, directors, graphic designers, artists, musicians, writers and take a closer look into their creative world. Whatever inspires creativity and moves our industry forward. As 2010 rolls in, I wish you all a great year ahead. Be resilient. And may the angry lashes of nature be calm and protect our fragile planet over the next decade.

Angel Guerrero Publisher/Editor-in-Chief adobo magazine

topstories

21st AdCon changes industry’s perspectives, including its own

he theme of the 21st Philippines Advertising Congress (PAC) was “Perspectives: Ano sa tingin mo?” Two years, two typhoons and two host cities later, both organizers and delegates not only took a long hard look at the issues within the industry; it was had to take an unexpectedly radical assessment of its role within society. The biennial AdCon, as its popularly called, opened as scheduled on November 18 and ended November 21 with the Araw Awards. However instead of Baguio City, its original host city, it took place in Subic Bay Freeport. It was a gamble that circumstances had forced on PAC’s Overall Chairperson Margot Torres and Philippine Association of National Advertisers (PANA) Chairman Charmaine Canillas, and to a large extent, it paid off. Three thousand delegates trooped to Subic—far below their original target of 5,000, but only 500 short of the attendance at the 2007 AdCon. The crowd was more diverse than previous years, owing to the increase of delegations from the advertiser and the digital sectors. The biggest hit of the AdCon What was potentially was the trade exhibit, branded a disaster was for the first time as averted with Spectrum. Beyond quick action. Torres’ dreams, Spectrum surpassed “Perspectives: expectations, Ano Sa Tingin attracting the delegates’ every Mo” emerged free minute. regenerated, Eliciting praises an event with from CEOs of exhibitor companies, more depth and Spectrum’s dimension, as well committee chair Allen Velez made as vision, purpose exhibitors realize and heart. their return-ofinvestments and have a great time while doing it. Spectrum was dominated by the massive exhibit of the Ayala Corporation, featuring the services of Globe Telecom, BPI and Ayala Land. ABS-CBN ruled the inside perimeter with its community-inspired design, while the exterior space was used extensively by SMART Communications. With so much eye candy, no one seemed to notice the lack of breakout sessions, another feature that was discarded in the rush to Subic. However, the reactions to the quality of the speakers was mixed. The first plenary speaker John Naisbitt, author of the Megatrends, underwhelmed the audience; The second one, BJ Cunningham, of the Death cigarettes fame, compensated the very next day. Each set of speakers had highlights and lowlights. Of the marketers, Coca Cola’s Regional Creative Director Linda Kovarik won the hearts of delegates. The creatives found their new poster boy in Kentaro Kimura, of Hakuhodo Kettle. The digital round went to Ian Stewart of Friendster. As for the Media and Strategic Planning track, it was uneventful. That was until the fireworks flew during the panel discussion on whether creative and media agencies were “better together or apart.”

continued to page 6 january-february '10

Both mayors of Baguio & Olongapo attend

Honorary Chair Fernando Zobel de Ayala & Overall Chair Margot Torres

Photograph by Bob Guerrero

The Araw rises for TBWA\SMP, Pacific Paint, Hit Productions & Media Contacts

advertisers, strategic planners and media specialists, the show recognized that the best creative idea is one that works. And for an industry that only recently felt the pinch of recession, that works just fine.

Araw Advertiser Award: Pacific Paint

Photograph by Bob Guerrero

didn’t know if we’d do well for Integrated… At the last night of the 21st Philippine Ad and we didn’t do well in Digital,” said Melvin Congress, one of the biggest advertising Mangada, managing partner and chief creative festivals in the world, the Araw Award’s new officer. skew towards creativity that works also meant Almost all juries declined to name a Best in that the major awards went to a different set of Medium, save for BBDO Guerrero/Proximity’s winners. “Gaming” for its “Lola Techie” for Bayan TBWA\ Santiago Mangada Puno won the Communications. The agency ran a close second Araw Creative Agency Award, while its client as most awarded creative agency. Pacific Paint received the Araw Advertiser The digital agency Media Contacts, Inc., Award. was made the first recipient of the Araw Media For TBWA\ Santiago Mangada Puno, Araw Agency Award. The Creative Agency Award yearling, an affiliate of is the final proof that This edition of the Araw the Havas network, won it has regained creative Awards was a departure on the strength of their leadership in Philippine from a celebration of pure "Awesome Philippines" advertising. “Flower Power” has already won creativity and incorporated site and viral campaign. For the second Ad a number of metals, Congress in a row, Hit including a Bronze Lion insight and marketplace Productions, a sound and several Spikes. results. production studio was Supported by its Absogiven the Araw Production House Award. lut “Hugs” TVC, which TBWA\ SMP conceived It was a close race between Hit Productions for other European and American markets, its and Revolver Studios, a relatively new film ingenious canvas bags, the agency collected 12 production house. Golds, 13 Silvers, 15 Bronzes and 23 finalists, This edition of the Araw Awards was a with a total equivalent of 217 points. departure from a celebration of pure creativity Its client Pacific Paint had 9 Golds, 10 and incorporated insight and marketplace Silvers, 3 Bronzes and 3 finalists to its name. results. Judged by creative directors, “We knew we’d do well in Print, but we

january-february '10

topstories continued from page 4

The AdCon grows a heart But as Torres said, the most significant thing about the 21st AdCon was that it had grown a heart. In response to the calamities that displaced hundreds of thousands of Filipinos and laid waste to the areas surrounding the original host Baguio City, organizers made Corporate Social Responsibility (CSR) its centerpiece. On opening night, it launched Brand Aid, a groundbreaking movement that unites agencies, advertisers, media and consumers. Its first order: to pool their resources for Project Ahon (literally, “to come ashore”), a fundraising campaign in support of Red Cross’s housing and reconstruction program for the typhoon victims. Outside the convention center, Project Ahon banners and posters, from Petron, SMART and McDonald’s, dotted the driveway. That same night, TV spots paid for by Johnson & Johnson and Modess went on air. The next day, a special module featured WWF spokesperson Lory Tan, Net#work BBDO’s Mike Schalit and a panel discussion that included Philippine representative to the Climate Change Summit, Heherson Alvarez, and Lito Atienza, head of the Department of Energy and Natural Resources. To aid the original host city of Baguio, organizers made every effort to include it in the proceedings and in the Spectrum. Moreover, 100-percent of the ARAW Awards Night ticket sales, amounting to PhP1.3M, was donated to the city’s Red Cross Chapter. The Subic Bay Metropolitan Authority also donated an ambulance, paid for by the rental of the Subic Bay Exhibition and Convention Center. The CSR focus informed all other events, such as parties and sports competitions. Festivities were scaled down; raffles benefitted charities. Registration fees, paid by all participating athletes, were set aside for Baguio’s relief fund as well. What was potentially a disaster was averted with quick action. “Perspectives: Ano Sa Tingin Mo” emerged regenerated, an event with more depth and dimension, as well as vision, purpose and heart.

Campaigns & Grey and DDB Phils. win metals for Radio at the 24th London International Awards

recent years, signaling the return of its ECD Ompong Remigio, reputed to be the “Queen of Radio”, to the competition scene. Remigio told adobo, “There are times that you need to focus on some things before you can even think of competing. And it wasn’t really going on a sabbatical or hibernating…It was a great opportunity but much hard work to train and set the groundwork for better output to happen. “Coming back gave me the opportunity to share Coming back gave me the what I’ve experienced other cultures. And opportunity to share what from again, do a turn around. I’ve experienced from other And the hard work is cultures. And again, do a gaining. Which only I can’t stop.” turn around. And the hard meansThis year from work is gaining. Which only the total number of 13,117 entries from 78 means I can’t stop. countries, only 0.56 percent won Gold, 1.28 percent “This year, the Philippines Silver, 1.5 percent Bronze and has done especially well in 1.46 percent Finalists. Radio. Considering the intense The London International competition and highly stringent Awards honors Advertising, judging standards, agencies in Design and Digital media. the Philippines have a lot to be Launched in 1986, it cultivates a proud of,” observed Barbara Levy, celebration of the power of ideas, president of London International and recognition of the legends, Awards. iconoclasts, and avatars of creative This the first international excellence. metal won by Campaigns & Grey in Campaigns & Grey topped the list of agencies in the Philippines in the Statue tally for the 2009 London International Awards. The agency won a Silver Statue with their Radio spot, “Sayang” for Cosmetics/ Toiletries/ Pharmaceuticals. A Bronze was won by DDB Philippines for McDonald’s Emily, for in Radio Sound Design. Lowe Philippines was awarded a Finalist Certificate in Design – Posters for Video City “Joint.”

Mike Shalit of Net#work BBDO

AdCon Committee chairpeople january-february '10

TBWA\ Santiago Mangada Puno

picks up 2 more Silvers for Boysen work Perhaps Boysen Paints should come out with a special edition tint of silver, in honor of all the international Silver trophies its Flower Power campaign has received—including two new ones from AWARD Awards. Its agency TBWA\ Santiago Mangada Puno was awarded the metals at the AWARD Award presentation held in Sydney. Its wins were in the category of Newspaper Campaigns and Targeted Outdoor Campaigns. Many of the awards went to Tourism Queensland “The Best Job In The World” by SapientNitro and Brisbane and Boags Draught “Pure Waters” by Publicis Mojo, Sydney. AWARD Network of the Year

was BBDO, AWARD Agency of the Year was Publicis Mojo, Sydney. Lion Nathan, producer of wine and beer products, was proclaimed AWARD Client of the Year. While Australian agencies took home six Gold Pencils and dominated the event, Asia did bag 17 Silvers and 22 Bronze awards. In fact, Ogilvy Bangkok was the second most awarded agency of the evening, with seven Silver and four Bronze Pencils. The AWARD Awards is hosted by the Australasian Writers and Art Directors Association, which is based in Australia and awards here count in the Campaign Brief rankings.

Mark Ingrouille leaves McCann Worldgroup

McCann Worldgroup announced that Mark Ingrouille, area director for South East Asia, leaves McCann Worldgroup effective end of February 2010. Ingrouille has been working with McCann Worldgroup for the last ten years in a variety of key roles in Thailand, Singapore and in the Southeast Asia region. To ensure a smooth transition,

Ingrouille will continue at McCann Worldgroup, working closely with McLaren through February. The news surprised many in the advertising community, and perhaps even Ingrouille himself, when it was announced. In a separate email to adobo magazine, Ingrouille said of his time in McCann Worldgroup,

Michael McLaren, regional “I’ve always been a builder and director of McCann Worldgroup it’s great to see where we are now. Asia Pacific said “Mark has We’re leaders in Philippines, made a great contribution to our Malaysia and Thailand and business in the strong challengers I’ve been working South East Asia in Indonesia and Singapore. Coming with McCann for region over a long of time. He up. There was strong the last ten years. period has helped us to growth in all the markets.” Every one of those create the McCann Worldgroup His statement years has been structure in the hinted at the great. region, build difficulties that our disciplines, might have led to his and nurture strong client surprise exit. “I’ve been working relationships. We wish Mark all with McCann for the last ten years. the best in his future endeavors.” Every one of those years has been Monica White, managing great. Even the tough ones like director of McCann Thailand, will this last year, which has been very continue to lead the business in draining.” Thailand in her current role. Tony But he bore no apparent ill Savarimuthu, CEO of McCann will towards McCann. “I am so Malaysia, will also oversee lucky to have been supported at Singapore in an interim capacity in every level by very special people advance of the announcement of a who worked with their hearts permanent successor in the near as much as their intellect, who future. The role of South East Asia sacrificed personal time and area director will not be replaced ambition for the common success. and the agency managers in the I’m sure that with the strong Area will now report directly to leadership in place, the company McLaren. will continue to prosper.” january-february '10

topstories

GMA’s Meckoy Quiogue retires for the 3rd time

Meckoy Quiogue

GMA Network Inc. marketing and productions president Manuel “Meckoy” Quiogue retired at yearend of 2009, after eight years of as a key player in the network’s success. In a statement released last year, GMA Network chairman and president Felipe L. Gozon said Quiogue has contributed much to the company’s success.   “It would be difficult to find a replacement for Mr. Quiogue,” Gozon said. When he announced his retirement from GMA, Quiogue said, “I thank GMA for allowing me to play a role in the company’s triumphs in the past few years. The past eight years have seen a big change in the way TV advertising has evolved. I take some pride in that GMA has always been a catalyst in this evolution.” One of his more successful and also more controversial strategies was to offer advertisers innovative creative buys. Advertising industry leaders accused him of providing quasi-creative ad campaigns at cut-rate prices and infringing on the intellectual property of creative

agencies. It was a charge that Quiogue vigorously denied. GMA Network has not yet announced a replacement. During his tenure at GMA, Quiogue received the Agora award winner for Outstanding Achievement in Marketing Management in 2003, as well as the IABC’s CEO EXCEL Award in the 2008 Communication Excellence in Organizations. Before joining GMA Network, he worked for Carnation, Unilever, Levi Strauss, Coca Cola, and more famously at J. Walter Thompson (as president) and ABS-CBN (as the network’s marketing executive and managing director of Studio 23). He counted his exits from the last two companies as his first and second retirements. Last December 4 2009, over 100 former JWT employees paid him tribute during the annual JWT Christmas party, which Quiogue has hosted for over a decade. At the celebration, he said that his plans for 2010 were still unclear, but he joked that may well be preparing for his fourth retirement.

Maguindanao Massacre

Media networks and associations finally find their voice

Where armed political armies lord over ordinary citizens, the law is lame. And when blatantly attacks journalists, armed only with cameras and mobile phones, does it make the press powerless? Sixty-four citizens were abducted, executed and buried in mass graves in Ampatuan, Maguindanao in the morning of November 23, 2009. Of those victims, 27 were journalists covering the filing of candidacy of gubernatorial aspirant.

january-february '10

The scale of violence, the disregard for human rights, and the utter contempt for members of the media, stunned the nation. Naturally, newsmen were the first to express their outrage, declaring it the darkest day in the history of journalism. Eventually, Philippine media companies also found the words to condemn the murderers of their fallen employees and colleagues. GMA Network stated, “The crime … [is] also an extreme

“…we feel they were not only example of the violent tendency in the ones who were assaulted, raped our politics. At the other extreme and abused that fatal day. It also are the many citizens who are involved those of us in the press, bravely committed to the difficult where dedication and commitment and complex process of peacefully to gather and deliver news and deciding who our leaders should be, information, no matter how such as those souls who perished.” challenging or dear the cost may “As we wait for action, we be, is primary… grieve. We grieve Let no political for the believers …we feel they or personal in a democratic consideration system who paid were not only the get in the way of with their lives. ones who were giving those who We grieve for assaulted, raped have been violated the martyred and abused that in this gruesome journalists who mass murder as believed the fatal day. It also well their families Constitutional protection of their involved those of us and colleagues, what rightfully rights was enough,”in the press... belongs to them.” GMA Network Since the continued. massacre, key members of the For its part, broadcast and Ampatuan clan have been charged publishing group ABS-CBN with rebellion; martial law, expressed, “This unprecedented declared and summarily lifted in scale of violence erodes our faith Maguindanao, yet conventional in the rule of law. It sends a chill wisdom says that justice is still far through journalists who continue from served. to shine the spotlight on these It remains to be seen killing fields.” whether the media networks and The United Print Media newspapers will throw their fullest Group (UPMG), composed of weight behind their journalists, major newspapers and magazine and wrest back the power of the publishing companies in the Fourth Estate. country, said:

topstories Mark Tutsell is Cannes Lions 2010 film and press jury president

Tay Guan Hin is 5th Lion jury president from Asia

Mark Tutsell

The organizers of the Cannes Lions competition announced Mark Tutssel, chief creative officer of Leo Burnett Worldwide, as president of both the Film and Press Lions juries; Laura Desmond, global chief executive officer of Starcom MediaVest Group, as Media Lions president; Paul Lavoie, chairman and chief creative officer of TAXI, Radio Lions president; and Tay Guan Hin, regional executive creative director of JWT Asia, Outdoor Lions president. Tutssel’s work has garnered every major creative accolade, including a prestigious Cannes Grand Prix and 45 Cannes Lions. Under his creative leadership, Leo Burnett has enjoyed remarkable success. In 2009, Leo Burnett Worldwide was the Third Most Awarded Network at the Cannes International Advertising Festival as well as the Network of the Year at the Art Directors Club of New York and the Golden Drum Awards. In 2008, the agency was recognized for its new-world thinking when it topped the “All Gunns Blazing” category in the annual Gunn Report. Also, the network was the Second Most Awarded in the world, with more creative offices contributing to its creative reputation than any other (27). This year, Campaign Magazine named Tutsell the No.1 worldwide creative director, earning the title of top global Creative Crusader. “Mark’s profound industry knowledge, leadership expertise and extraordinary ability to nurture creative talent, are skills that combined with his passion for creative excellence make him an obvious choice for the demanding role of leading two Cannes juries,” said Philip Thomas, Festival CEO. Tay Guan Hin is the fifth jury president from Asia, after Piyush Pandey, David Guerrero, Prasoon Joshi and Akira KagamiDentsu. Tay Guan Hin, regional executive creative director of JWT Asia, joined JWT in 2005 and was the first South East Asian creative director to be elected to the JWT Worldwide Creative Council. Under Guan’s leadership, JWT Manila and Jakarta created

At the Digital Media Awards last November 2009, BBDO/Proximity continued to cement its reputation with the Platinum Award for best digital campaign of the year and the honor of being Digital Agency of the Year. The Platinum went to Colenso BBDO/Aim Proximity “Yellow treehouse” campaign for Yellow Pages New Zealand, where a local resident constructed a treehouse using services found in advertiser’s book and website. (Now, if he had made it using Yellow’s actual pages, that would have been something, too.) Tribal DDB Amsterdam’s Chris Baylis, who led the jury, said of the campaign, “This isn’t advertising, this is an experiment, it’s a project, it’s testing the theory of Yellow.” BBDO Guerrero/Proximity Philippines won its first Digital Media Gold for its “Lola Techie” integrated campaign for Bayan Telecommunications. Its sister office in Singapore bagged two golds for its “Things we forget” campaign for Post-It and its “Whale shark gamble” campaign. Dell and Intel shared the Digital Brand of the Year for their creative use of digital that resulted in marketplace success.

history by bringing home the Philippines’ first Gold Cannes Lion and Indonesia’s first Cannes Silver Lion. Spikes Asia also named JWT as Network of the Year 2009. Guan currently also holds the position of global ECD of Lux (Unilever). His awards include Golds at Cannes Lions, D&AD, Gold Pencils in The One Show, Clios, AdFest, AWARD and Spikes. Guan has judged and chaired at many major awards and was the first Asian to serve as D&AD’s Foreman in the poster category. Laura Desmond, appointed chief executive officer, Starcom MediaVest Group (SMG) in June 2008, is one of the youngest CEOs to lead a global marketing services company, commanding a staff of 6,000 team members across 110 offices around the world. Tay Guan Hin Under her leadership, SMG has been awarded numerous local, regional and global industry accolades including ten Cannes Lions in 2009. Laura was named one of the world’s most powerful women by Forbes (2008) and Ad Woman of the Year (Advertising Women of New York 2009). Paul Lavoie co-founded TAXI in 1992, successfully combining the disciplines of advertising, digital and design. Growing into seven offices in Canada, the U.S. and Europe, and with an expanded product offering, TAXI remains independent and committed to its original vision. Marketing Magazine, in August 2008, named Lavoie one of the 10 most influential pioneers in Canadian marketing over the past century. In 2006, he was listed by Creativity magazine among the 50 most influential creative minds of the last twenty years. That year, he also became the youngest inductee of the Canadian Marketing Hall of Legends.

“This isn’t advertising, this is an experiment, it’s a project, it’s testing the theory of Yellow.”

january-february '10

3rd Digital Media Awards

hails BBDO/Proximity, Dell & Intel BBDO Guerrero/Proximity Phils' Lola Techie

Lilit Reyes joins DDB Philippines as Teeny Gonzales forms Seven A.D. Last November 2009, Lilit Reyes reunites with McDonald’s in DDB Philippines where he is creative director for the brand.

Reyes spent most of his advertising life of 17 years with the Leo Burnett Group. In April 2009, he left his ECD post in Black Pencil

decided to launch her agency. as Manila to do some freelancing an independent entity. Word has work. it that Peter Wilken of The Brand Known for his McDonald’s Company (and former CEO of highly awarded “Kita-Kits sa Ogilvy Manila) was her advisor on McDo” campaign, he also rethis new venture. launched Tide with the “Tolits Gonzales first gained –Angat sa Kaputian” campaign. prominence in McCann Erickson Both of these campaigns have penwhere she was creative director. In etrated the mass/pop culture and psyche. Gil Chua, DDB Philippines’ Chairman/ CEO , proudly welcomes him to the group “DDB is on its way to becoming one creative hotshop and having Lilit join us will surely make us achieve this vision faster.” Reyes’s appointment was the subject of much speculation, as he and DDB kept the industry guessing until his first day at work. No reason was given for the secrecy, but the creative director replaces former DDB ECD Teeny Gonzales on Teeny Gonzales McDonald’s and a few other brands. 2000, she was eventually seconded Meanwhile Gonzales opened to Harrison Communication her own shop Seven A.D. (for where she became its executive “Advertising” and “Design”, creative director. She has an ear for not “after DDB”) with the six language, picking out taglines and colleagues who moved with her catchphrases that are just on the from Harrison Communication cusp of mainstream. Among her to DDB in 2006, and followed her more famous campaigns are Royal again to Seven A.D. Tru Orange “Ito ang gusto ko”, Despite efforts by the DDB McDonald’s “Burger, burger” and regional team to keep Gonzales Ako Mismo. within the network, she has

ALLAN FELICIANO SACH CASTILLO MANUEL LEGARDA RICO BLANCO MARCUS DAVIS, JR.

newsline “Kinatay” wins Best Director and Best Original Soundtrack in Barcelona

Fresh from the Cannes Film Festival award for Best Director for “Kinatay”, Brillante Mendoza bags yet another international award. At the 42nd SITGES Festival Internacional de Cinema Fantàstic de Catalunya, “Kinatay” won two major awards. Mendoza won Best Director, and music to everyone's ears, Best Original Soundtrack was awarded to Teresa Barrozo. The Barcelona-based SITGES International Film Festival featured, a jury composed of international cinema veterans Neil Marshall, Amanda Plummer, Tuomas Riskala, John Saxon and Jordi Battle Caminal.

Filipino values in advertising thrust of PANATA awards

The Philippine Association of National Advertisers (PANA) has launched the PANATA Awards 2009 initiating the annual program that recognizes outstanding marketing communication materials or campaigns that promote positive Filipino values. Open exclusively to PANA members, the awards have six categories: advertising (TV, radio, print, tri-media, ambient), direct marketing (mailers, collaterals and sales kits), interactive / internet marketing, sales promotions (consumer, trade), public relations and special events. Announcement of winners is scheduled this January 2010. A specially designed trophy by National Artist Napoleon Abueva awaits the winners.

SMART Communications buys Chikka Asia

Effective December 18, 2009, SMART, the country’s largest mobile communications company officially owns wireless applications provider Chikka Asia. Chikka Asia is best known for its Chikka Messenger, which pioneered text-based communication between PC users and mobile phone users. Currently, Chikka Messenger has 38 million registered users around the world, mostly Philippine expatriates. The company also developed now-standard applications such as Pasaload, Ask G, celebrity ringback tones, and the precursor of Twitter, Startxt. Chikka Asia is the latest acquisition of PLDT group of companies, which includes SMART Communications and MediaQuest.

january-february '10

Ace Saatchi & Saatchi’s ECD Raul Floresca

exits at 2009 yearend

Raoul Floresca, executive creative director at AceSaatchi & Saatchi Philippines, departed from the agency in December 2009. He told adobo that he has “no immediate plans except to train for next year”s Ironman and will be doing consultancy work for now.” He joined the agency in 1993, as an account executive and transferred to the creative side two years later. In 2006, he was promoted to vice president-executive creative director. In 2008, Ace Saatchi & Saatchi underwent a major reboot, in line with a new direction and vision from the regional Saatchi office. The agency was brought under new executive management with CEO Matt Seddon, made a significant number of new hires and moved to a

new building. As a direct or indirect consequence, a number of the key executives resigned, leaving Floresca as one of a handful of Saatchi old guards. Since then, Floresca has been at the helm in the agency’s creative department with Tony Sarmiento, vice president for Integration. This year, Ace-Saatchi & Saatchi has been scoring in awards shows after a long dry spell. Last November 2009, Floresca was co-chairman of the Araw Awards competition committee. Matt Seddon, president of the agency said “Raoul has been a fantastic Saatchi ambassador for a number of years, I’m disappointed to see him go and wish him all the best for the future. Tony Sarmiento and Andrew Petch will now take on the leadership of our Creative Department.

CEO Kiran Vaswani leaves ZenithOptimedia After little more than 18 months of joining ZenithOptimedia, CEO Kiran Vaswani resigned and handed the reins to her managing director, Susan Dar. Vaswani came on board in May 2008 to shore up the foundations of the seven-year old agency. After filling in key positions and marketing ZenithOptimedia as the only media independent focused on ROI, she quietly gave her employer notice in September 2009. This was Vaswani’s first foray into the media agency business. Prior to ZenithOptimedia, she was the longtime VP and planning director at JWT. When asked about her plans, Vaswani said she was going on a long break before deciding her next career move. Taking over her responsibilities is Susan Dar, who joined ZenithOptimedia shortly after Vaswani did. She rose from the ranks from various ad agencies, as VP for Media at FCB and Media Director at JWT and Aviacom.

newsline Vanne Tomada

retires from the 4As

After 25 years of quiet service to the industry, 4As Executive Director Vanne Tomada is calling it a day. Most ad people have never heard of Vanne Tomada. Neither a creative, client, suit, planner nor producer, she is one of the most low-key figures in the industry. But managing directors and creative directors know Tomada. Not only that, many of them joke that the 4As-P and its sibling entities, The Creative Guild of the Philippines and the Araw Awards, would crumble after her departure. As executive director, she managed meetings, coordinated between committees and herded errant officers and jury members into the boardroom. As the one constant throughout the many generations of 4As-P, Creative

Guild, Agency of the Year and Araw committees, she provided continuity and guidance for newbie officers. Ogilvy & Mather Philippines’ Randy Aquino, who lead the 4As-P in 2008 and presided over the AOY and Araw Awards last year, said, “Imagine having to deal with the likes of us for 25 years. She was a sobering influence to us. It’s Vanne who grounds us and says ‘This is extremely important. We have to set aside time, think about it and really contribute.’ She has been such a big influence in the advertising industry.” Tomada announced her retirement many months ago, but the 4As-P persuaded her to extend her tenure to the end of the first quarter of 2010, albeit as a consultant.

UPMG elects 2010 Board

The United Print Media Group (UPMG) announced its 2010 Officers and Board of Directors. The newly elected officials are Pepito Olarte-Philippine Daily Inquirer, president; Lucien DyTioco-Philippine Star, Vicepresident; Doris Bermudez-Hinge Inquirer, Secretary; Danny Ocampo-Business World, Treasurer; Cris Lim-Chinese Commercial News, Auditor; and Barbie Atienza-Manila Bulletin, PRO. UMPG Directors include Ricky AlegreBusiness Mirror, Tess Ramirez-Cebu Daily News, and Angel Guerrero-adobo magazine.

Philippine Association of National Advertisers elects 2010 Officers

After a successful hosting of the 21st Philippine Advertising Congress last November 2009, the Philippine Association of National Advertisers (PANA) made way for the 2010 Board of Directors.    PANA 2010 Officers were: Margot Torres - McDonald’s, President; Rudy Villar - SM, Vice President; Darlene Chiong - Unilever, Corporate Secretary; Abby Chan - Citibank; Treasurer; Sandra Puno - Nestlé; PRO; John Rojo - Bayan, Auditor.   Torres was Overall Chair of the 21st PAC.   PANA was established in 1958 as a non-stock, non-profit organization. It has a total of 319 member companies representing major industries in the Philippines.

ABS-CBN celebrates 60 years of Philippine soap operas

The year 2009 marked the 60th anniversary of Pinoy Soap Opera. ABS-CBN hails the legacy soap operas have carved in the Filipino social psyche, more than the milestone the genre has engendered in the entertainment industry Radio aired the first dramas to remove airplay from music and news. With commercial support coming from soap manufacturers, the term soap opera came to be. From Manila Broadcasting Corporation (MBC) airing “Gulong ng Palad” (figuratively, Wheel of Destiny) in 1949 to a medium shift initiated by ABS-CBN, television gathered a wider audience for the drama. ABS-CBN aired “Hiwaga sa Bahay na Bato” (The Stone House Mystery) in 1963. This followed with dozens of television dramas. ABS-CBN is credited for coining the terms ‘teleserye,’ ‘fantaserye,’ ‘actionserye,’ ‘sineserye’ and ‘Asianovela’. (Serye means series in Pilipino.) january-february '10

movers After two years as a permanent reviewer with the Philippine Advertising Standards Council (ASC), Gie Gatchalian returned to agency life. He joined J. Romero & Associates as managing director, effective January 21. Replacing Miguel Mercado, at J. Romero, Gatchalian was reunited with Shu Manalo, who was his creative director at JWT. Gatchalian was also once the president of Campaigns & Grey, between his stints in JWT and ASC.

Socky Pitargue, president of PC&V Communications, has gone to North America for a year-long sabbatical. In her absence, the creative independent agency is being managed by Vice President and ECD Ariel Comia. However she reassures clients that she would be in constant communication with the office while she was away. Pitargue and Comia co-founded PC&V, along with the late Raymond Villarroel, in 1997. Among its clients are Century Canning, Universal Robina Corporation, Unionbank and Goldilocks. This January, DentsuINDIO Managing Director Angeli Beltran-Lambsdorff begins working in a regional capacity for DentsuAsia. Beltran joins the team that strengthens and develops Denstu Asia’s digital capabilities in the SE Asia. Beltran-Lambsdorff left DentsuINDIO in the care of founder TJ Parpan who takes on the post of General Manager. Before her departure, Parpan was the agency’s head of Contact Point Management, in-charge of cross media development. After 17 years, Pauline Lao retired from manufacturing giant Procter & Gamble (P&G), but resurfaced as the marketing communications director of Philippine’s largest fast-food corporation Jollibee. Lao last held the position director for Consumer and Shopper Connection at P&G. She was replaced by Pat Choa. Badong Abesamis joined Y&R as executive creative director. He replaced Leigh Reyes who left July 2009 for Lowe Inc. “Badong’s selection was a result of the collaborative effort between myself and Marcus Rebeschini, Y&R’s regional creative director for Asia, with the final nod coming from our global creative head, Tony Granger,” said Chiqui Lara, Y&R president and CEO. Prior to Y&R, Abesamis was connected with McCann, Leo Burnett and TBWA\ Santiago Mangada Puno.

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At 24, The Philippine Daily Inquirer sights a silver lining adobo's Angel Guerrero, Sandy Prieto-Romualdez, president and CEO of PDI; Pepito Olarte Group Sales Director of Inquirer Group

How do you celebrate 24 years in the newspaper business? How do you celebrate a newspaper business when everything around has gone digital? Be valiant and vigilant, the Philippine Daily Inquirer responded, during its anniversary edition last December 9, 2009. Add to that, the importance of learning from precedents and predecessors. Crediting the PDI’s 24th year with “sighting of a silver lining,” the mother and daughter tandem of Marixi R. Prieto, chairperson of the board, and Alexandra Prieto-Romualdez, president/CEO, take the nation’s daily to higher ground. The senior Prieto stressed the PDI’s “strong commitment to editorial excellence and passion to inspire action.” In the wake of election year that is 2010, Prieto identified individual endeavor at the core of the paper’s advancement. “… we have finally acknowledged that we can only depend on ourselves for change, and that there is a hero in each of us,” she stated. “Next year will be a test of what we can do as a nation. The Inquirer will be steadfast in its role as watchdog…to help make informed choices,” the PDI chairperson continued. The first, and still only, Filipino on the board of the World Association of Newspapers (WAN), Prieto-Romualdez wrote fresh from the recent

WAN congress in India. Echoing the sentiments of newspaper and magazine publishers the world-over, Prieto-Romualdez did not eschew the challenges of the business. Like all its local and global counterparts, PDI is progressing into the world of new media. With it, the national daily carries the predicament of monetizing its prized value: information, the source of wealth of search engines. Prieto-Romualdez stated, “Newspapers must protect their place in the sun, and protect what is rightfully its own." It is one thing to naturally to protect the bottomline. To maximize the value of content, is another." Quoting from WAN CEO Timothy Balding, she wrote, “ Unless we protect and commercially exploit our high value content, the journalistic standards so important to our readers and to society will no longer be financially viable.” Celebrating 24 years, the Philippine Daily Inquirer counted its blessings, and viewed its advantages. “With new media platforms [in the country] just taking off, we can learn valuable lessons from the hurdles papers in North America have had to face, and lay a better foundation in our approach and attitude to these platforms” said their positive President/CEO.

CLONED

Brandine Tan Creative Director BBDO Guerrero / Proximity Philippines

Russel UP

MERALCO returns to Mother Nature to save energy

Unplugged

Cool days

Disco Lights

Veering from the usual litany of benefits, Meralco surprised consumers with a refreshing new set of television ads. The “Save Electricity” campaign captured a laidback mood, but still delivered tips on saving energy. “It’s so common and irresistible to use pathos in public service ads. For a change, we opted to go light and entertaining. After all that’s bound to be the benefit if this campaign succeeds – a happy planet,” explains Noel San Juan, creative director of Publicis JimenezBasic. The idea that started with a mirror ball spawned three 15s TVCs, titled “Cool days”, Unplugged” and “Disco Lights”. On center stage are lovebirds, caterpillars, and fireflies—not your typical commercial endorsers—but their presence and pun in the ad demonstrates how people’s little actions do well for the Earth. Because of the hip vibe, the ads are turning heads. “For one consumers are noticing it. Even our client Meralco informed us of the good feedback the campaign has been receiving,” San Juan said. “And now my four year-old turns off the light when not in use, hoping for a mirror ball to appear.”

ABS-CBN

tops the KBP 18th Golden Dove Awards Tagaytay was as cool as ABS-CBN sizzled! The broadcast-media giant bagged the bulk of the 18th Golden Dove Awards by the Kapisanan ng mga Brodkasters ng Pilipinas (KBP) last November 13, 2009 at the Taal Vista Hotel. ABS-CBN lifted 25 Golden Dove trophies including two for Best Stations (Channel 2 for Television and DZMM-AM for Radio). It also won 15 Programming awards, eight for Television Programming, and seven for Radio. Ted Failon won for Best Public Affairs Program Host for Radio, while Carl Balita won for Best Public Service Program Host. ABSCBN garnered four Radio Personalities awards. Included in ABS-CBN’s tally are awards for Best Public Service Announcements and Best Station Promotional Materials.

“We thank KBP for the prestigious awards they have bestowed on us. They are testaments to our continued dedication to bring only quality programs to our viewers and listeners,” said Bong Osorio, ABS-CBN head of corporate communications. “The entire kapamilya community is truly happy about these recognitions, and we can only recommit our mission to be of service to the Filipino people, whereever they are,” he added. The Manila Broadcasting Company’s DZRH-AM won Best Magazine Program for Boom Balita, as well as Best Sports Program for MBC Sports. The AM station’s Norberto “Bing” Formento won the Golden Dove for Best Field Reporter.

KBP Lifetime Achievement Awards were given posthumously to Q. Rebueno Hodreal of United Broadcasting Network and Bob Stewart. The latter is well known as “Uncle Bob”, of the children’s show “Uncle Bob and Friends.” Also recognized was Fr. James B. Reuter of the Catholic Bishop conference of the Philippines (CBCP). The KBP, the country’s self-regulating broadcasting board, honors the best of Philippine broadcast media annually through the Golden Dove Awards. However, the highest-rated TV network in the Greater Metro Manila, GMA 7, pulled out of the KBP in 2005, leaving ABS-CBN to dominate the association and its annual award show. january-february '10

movers

Photograph by Bob Guerrero Publicis JimenezBasic announced the promotions of John Sacro to creative director, and Ben Berdin and Nina Jimenez to associate creative directors. Sacro oversees Touch Mobile, Jollibee and Monde. Berdin, the first Young Creative to represent the country in the Young Lions at Cannes, handles Chowking, Unilab, Monde, Cadbury and Starwax. Jimenez, who made the lateral move from Art to Copy, has won awards for her Cadbury radio scripts, and for her work on Globe Tattoo.

Cesar Munar relocated to Jakarta to become CEO of OMD Indonesia. Previously, he was business director of Maxus Philippines, handling over 20 brands and overseeing media planning and strategy, media buying and consumer research and insights. Before joining Maxus, Munar was director for Media and Marketing Assets in Coca-Cola Philippines. Singapore - After the departure of senior creative director Raymond Quah, Publicis Singapore announced several changes to its creative bench. Ajay Thrivikraman now leads as executive creative director, reporting directly to regional creative chief Calvin Soh. Working with Thrivikraman are Alex Lim, formerly of Leo Burnett Singapore, as creative director, and Kris Ng as head of Art. Kuala Lumpur - Edward Ong was appointed as Y&R Asia’s regional copy chief, working out of the Kuala Lumpur office. He joined Y&R Asia’s office in Singapore in 2007, after three years as creative director in Y&R Malaysia. Under his leadership, the agency won Best of Show at the Malaysian Kancil Advertising Awards; Best Malaysian agency at ADFEST 2006; and Best of the best at the 2007 Y&R Global Awards. Campaign Brief also recognized Y&R Malaysia as the 20th most creative agency in Asia.

Shanghai Wieden+Kennedy (W+K) promotes Nick Barham to co-executive creative director of Wieden+Kennedy Shanghai. Barham previously served as the director of W+K Shanghai Planning and is the first planning director in W+K history to be promoted to a co-executive creative director position. Barham joins Co-executive Creative Director Nick Cohen and managing director Kel Hook to complete the management team for W+K Shanghai. january-february '10

Ogilvy wins the 2nd Adobo Plate Ebong Joson for DM9 JaymeSyfu named Golden Boot

The Adobo Plate promised the goals and it delivered, with the sweetest of passes! The agency teams arrived in full color, creative jerseys, and the best of moves. With 5-a-side, 25-minute round robin matches on two fields, the games provided excitement on either side, and spectators and cheering supporters never found a minute of respite. DM9 JaymeSyfu led early on, winning all their matches with a rain of goals, led on by drill-sergeant coach Ebong Joson . Ace Saatchi & Saatchi and Ogilvy played with consistency, as did BBDO Guerrero/Proximity and Publicis Manila. McCann, as well made a few goals. The drama of football hit hard as goal-leading DM9 suffered an upset against Saatchi in their semi-final match. Also with a 2-nil score, Ogilvy prevailed over Publicis Manila on the other semi-final match. With Saatchi as 1st Runner-up, DM9 ended up 2nd Runner-up after beating Publicis. Pressure piling it was, as Ogilvy and Saatchi battled it out for the coveted Plate—and

Ogilvy prevailed, winning 2-1. Tight game, it truly was, played by deserving champions on both sides. The Adobo Plate also awarded individual players. Best Goalkeeper was Niña Cruz-JWT, and Best Midfielder was Miko Quiogue of DM9 JaymeSyfu. Best Defender was Arvin Sanchez of Ogilvy. The Golden Boot Award went to Ebong Joson, DM9 draft. Best Team Jersey went to JWT. Photograph by Herbs Canita

From its launch in 2008, this year’s Adobo Plate had more teams, and a deeper bench—plus more WAGs and cute kiddies as accessories— looking to equal any league match, anywhere. Next year, it’s the ULTRA! The Adobo Plate 2009 official sponsors are: adobo magazine, Pepsi, Studio 23 and Balls TV, the Official FIFA sponsor and distributor of U-17 World Cup Nigeria. 2009.

movers

Melbourne - Sean Cummins, founder of Cummins & Partners and regional president of SapientNitro, has left the agency and sold Sapient his 50 percent equity stake in the agency, which has offices in Melbourne, Sydney and Brisbane Michael Branagh, managing director of SapientNitro, Brisbane takes over his role.

Quote Lourd de Veyra: "Syempre lumayo na ko agad." ("Naturally, I left right away")

Mumbai - Grey India appoints Vijay Jacob as vice president and head of South. He will be based in the agency’s Bangalore wing and will be responsible for both Grey Bangalore and Chennai operations. Vijay will report to Jishnu Sen, Chief Operating Officer, Grey India. Jacob’s last assignment was with Bates 141 Chennai where he served as Senior VP, South and Head. Jakarta - Shubhabrata Sarkar is the new CEO of Bates 141 Indonesia. He was previously with JWT Indonesia, where he held the position of general manager since 2008. He joined JWT in 2006 as strategic planning director. Prior to that, Shubbo worked at Result-McCann India as national creative director from 2005 to 2006. He originally joined McCann-Erickson in 1992 and rose to become head of the creative team at Result McCann. Singapore - Wee Kim, returns to BBDO/Proximity Singapore where he will be creative director. Wee was last with BBDO in 2007 where he worked on Tiger Beer, Pizza Hut, KFC, Nokia and Heineken. Wee’s first job in advertising was at Batey Ads in 1992. Since then he has gone on to work at various agencies including Bates, DDB, Leo Burnett and McCann. Creatively, Wee has had success at every major regional and international show. His haul includes Gold, Silver and Bronze medals at Cannes. It also included the Outdoor Grand Prix and Gold medals at the ADFEST. He has also won more than 50 Gold, Silver and Bronze medals at the CCA.

Brandie Tan extols SBMA's traffic discipline.

Tin Sanchez talks about the crazy life of advertising.

Gutsy Tuason wants us to save the beauty of the seas

Pecha Kucha Night V.2 in Manila Last December 2009 at the Shangri-la Mall, Dan Matutina and Jao Bautista of Ideals mounted Pecha Kucha Night V.2 to join 260 cities simultaneously in holding the event around the world. Also known as 20x20, Pecha Kucha originated in Tokyo in 2003 as a way for debutante artists to engage the audience. Taking the stage were an interesting mix of artists: fashion designer Kate Torralba; advertising creatives Tin Sanchez, Brandie Tan and Budjette Tan (also creator of the critically acclaimed comic Trese) programmer and Go Game master Mikong Galero; ; Gutsy Tuason, photojournalist and travel writer; Pepe Diokno, director of Venice Film Festival winning film “Engkwentro”; Lourd de Veyra, Palanca-winning poet, militant journalist, frontman and songwriter for Radioactive Sago Project; and Paolo Jose Cruz as the stand-up comic for the night.

Asia-Pacific - General manager of Riverorchid Vietnam Sunny Hermano has been promoted to the post of the network's COO, effective 2010. Media reported that Hermano will oversee the boutique agency’s operations in Thailand, Laos, Cambodia, Myanmar and Vietnam, his base for the past three years. He will report to the group’s CEO Santiphong Pimolsaengsuriya. Prior to his time at Riverorchid, Hermano has worked in advertising in both Asia and North America at agencies in Lowe and JWT. Replacing Hermano in Vietnam is Tertius Strauss, who has spent the past 10 years working in China and Taiwan. january-february '10

newbiz/pitches ACS Pride goes to Publicis JimenezBasic

After a number of years with McCann Erickson, ACS Manufacturing Corporation moves laundry-detergent brand Pride to Publicis JimenezBasic. Its new agency prevailed after a three-way pitch with O&M and Harrison. Pride is the third brand ACS has pitched in 2009. BBDO Guerrero/Proximity Philippines was awarded Unique toothpaste earlier this quarter. Starwax floorwax went to Publicis JimenezBasic.

DDB Philippines clinches Belo account

Following a three-way pitch, DDB Philippines wins the BELO Medical Group account. Susan Dimacali, president of DDB Philippines, shares, “A big part of the win wasn’t only the strategy or the out-ofbox creative solutions, it was also about chemistry. Client liked the energy of the DDB team, and could see how engaged and how much fun we were having with the brand.” The decision was handed down by a five-man panel that included Vicky Belo, one consultant, and three marketing executives. Other agencies that participated were BBDO Guerrero/Proximity and Lowe Manila.

Publicis Manila bags Century Pacific’s “Wow Ulam”

Century Pacific grants Publicis Manila its “Wow Ulam” account. “Client Century Pacific was looking for an agency, and we presented our credentials,” reveals Publicis Manila CEO Matec Villanueva. “At the end of the day, it’s track record,” she added.

DDB China Group partners with Acer

Shanghai - DDB China Group has scooped Acer as its newest client. The Group will handle Acer China’s through the line work, including ATL, BTL and Digital. At least three other agencies were involved in the pitch. “It’s a great achievement and honor. Our passion and co-creative approach enabled us to prevail from the pitch. We are ready to build a strong partnership with the client and drive Acer to become a leading laptop brand in China.” Said Jesse Lin, managing director of DDB Shanghai.

january-february '10

EXCLUSIVE CNN Hero of the Year

Efren Peñaflorida Jr. From 9,000 entries, down to 10, the Philippines’ own Efren Peñaflorida Jr. was named CNN Hero of the Year last October in Hollywood. For changing the lives of many Filipino street children through his Kariton Klasroom (kariton is Pilipino for pushcart), the 28-year old Caviteño was awarded US$100,000 in cash, in addition to the US$25,000 finalists prize. “The idea came from a mais (corn) vendor,” Efren Peñaflorida told adobo, of how the pushcart classroom evolved. The team started out in 1997 carrying plastic bags, and then camping bags, to teach in depressed areas in Cavite City. In 2003, they tried to use a pedicab (bicycle with a sidecar). But with the heavy load of books, food and volunteers it carries, their trip always ends up with a flat tire. The mais vendor who suggested using kariton was a slum kid himself that benefitted from the studying with the group and eventually became a fellow tutor. From then on, the Kariton Klasroom traveled a long way of helping and inspiring people. Peñaflorida, or Kuya Ef as he is fondly called, formed Dynamic Teen Company when he was still in high school, to keep young people in his community out of street gangs. But it wasn’t without experiencing ridicule. At first, even parents and teachers accused Peñaflorida of forming his own gang. People mocked them and threw stones. “We went to fight gangs who are getting the energy of the youth. Our mentors advised us to use that energy to something positive,” he explained. One group believed in them. “We’re very grateful to Club 8586. They listened to us and believed in the potential of Dynamic Teen Company. They are the ones who opened our eyes to volunteerism.” In May 2009, he was recognized as a CNN

Hero. The local spotlight has not left him since. But the exposure has done well for the group. “There was a big change. We pass the streets, and people wave at us. There are some who take photos with us. There are also supporters who send us emails and messages telling us that they got inspired. There are those who give donations, while others form pushcart classrooms in their own community.” When he was named one of the ten CNN Heroes vying for the Hero of the Year, he also received the backing of Bates 141 and the Philippine Design Movement. Bates 141 organized a benefit show featuring ad agency rock bands, the proceeds of which went to calamity victims that Peñaflorida was assisting. Headed by Jowee Alviar of Team Manila, the Philippine Design Movement created digital posters and banners for Peñaflorida’s cause which netizens could share on Facebook or on their blogs. Support also poured from friends in Club 8586, his family, his community, the media, and from different parts of the world. There were SMS brigade, email blasts, and all other efforts to generate online votes. All these bore fruit. Last November 2009, Peñaflorida was named CNN Hero of the Year. The award was handed to him by broadcasting giant Anderson Cooper, who also hosted the gala. “Our planet is filled with heroes, young and old, rich and poor, man, woman of different colors, shapes and sizes. We are one great tapestry,” he said during his acceptance speech. “Each person has a hidden hero within, you just have to look inside you and search it in your heart, and be the hero to the next one in need.”

Eye (and brain) candy JWT Manila’s campaign for adobo magazine Salvador Dali and Chupa Chups, Nike and Häagen Dazs, De Beers, Imelda Marcos, and Santa Claus. Recognized all over the world, and revered by all ages, these brands instill deep-rooted affinity as their icons have become part of everyday life. But it was far from what adobo magazine had in mind when it decided to initiate on a new ad campaign. Being at the forefront of advertising, the publication wanted JWT Manila to create a campaign that capitalized on its themeline “the word on advertising”. But JWT Manila proceeded to uncover advertising factoids behind super brands. Soon, the agency was armed with over a hundred distinct stories and other cool facts. Facing a challenge, the agency’s team of writers needed to present the headlines in the same arresting manner. “The design solutions were ‘visual headlines’, hand drawn and crafted numerous times to get that balance of design and communication,” said Bob Cruz, JWT Manila’s art director. The campaign to immortalize the visual hallmarks of advertising was underway. Did you know the shoe brand Kenneth Cole became famous because of its comments on Imelda Marcos and her shoe collection? Can you imagine any other Santa Claus than the one clad in red and white? No, you can’t. Thank Coca-Cola for that. Using pop typography, and just the

right tinge of color, JWT Manila developed seven designs that appeared in a variety of applications, including press, posters, and backlit signage. Is it a disservice to say the graphics are cute? Maybe, but, cute they are. And while cute doesn’t always sell, the adobo shirts sold out fast, and the demand for reprints high.

Join the world of advertising. Wear an adobo magazine t-shirt Call Mafel at +632 845 0218 or +63 917 582 6536 january-february '10

“Since the launch, there has been a demand, not only from the ad industry but also from the general public,” Cruz revealed. “It was also quite amusing to have Van Melle request a version [using their own product],” he said. “With more of the campaign lined up for the coming year, the magazine might as well consider opening up a clothing line,” Cruz added.

EXLUSIVE P&G's James Michael Lafferty

Life lessons from the marathon man

Written by Harry Mosquera with interviews by Angel Guerrero.

f you have ever been to a gym, and never gave the guy giving out your workout kit and towels a second look, perhaps you should. Because he could be your boss some day. This is not a fanciful story line for a Hollywood B movie. For James Michael Lafferty, it is the punch line that he tells people, because that guy used to be him. The former president and general manager of Procter & Gamble Philippines began his 25-year marketing career in a rather unconventional manner. Right after receiving his degrees in Psychology and Physiology from the University of Cincinnati, he ran a fitness and consultancy company that helped executives to exercise and lose weight. Among his clients were employees of Procter & Gamble. “A guy comes up to me and tells me, ‘You ought to try what I do,’” James recalls. “I said, ‘What do you do?’ He said, ‘Brand management.’”

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After getting an idea of what the job required, he seriously considered applying with the company. “I liked the P&G people, I liked how they treated me,” he says. “I was 20 years old, and they treated me as a professional. I’ve worked with other companies, and they would treat me as a kid. P&G people treat you with dignity and respect. I loved the culture. On top of that the job seemed interesting.” He applied, got the interview, but did not get the job. The setback did not deter James to ask for another interview. On the second try, he was offered a job as brand assistant for Personal Care. “I started selling far away from home,” he relates. “I sold to hotels and restaurants famous brands like Crest, Pantene, Ivory, Zest and Safeguard. Selling in small sizes, calling Sheraton and Best Western hotels so people would use the brands in their home away from home.” It is a long way from brand assistant to country manager, and his global run began with a Peruvian. “My first non-American boss kind of went off about America: ‘It’s a great country, but you guys don’t understand how the world works,’” James relates. It was a conversation that shook his comfort zone, and after talking to his wife, he asked for a foreign assignment, which took him to Morocco. James has never looked back. Moving out of the United States and being stationed abroad changed his life, and his family’s. “It’s been our life, and we love it,” he says. “Kids don’t see color, they don’t see flags, they don’t see nationality. They see

newbiz/pitches While proud of his mentoring skills, James people. My daughter here just graduated and is admits that he has his limitations. going to college in the US. She has a boyfriend, “There’s one thing I’ve never been able to a really good Filipino boy. Who cares? These teach a kid on the track, a person in P&G, anyone are kids. Good people. Not obsessed with their in the world: desire. Desire must lineage, or their passport, what’s come from within,” he stresses. their religious belief. We fell in I’d sit down with “You find a kid with guts and love with that life.” desire, you take it because that’s Sports continues to play people and talk enough. You give them that and an important part in the life with them about they can be anything.” of James. He grew up in a the marathon plan. He can relate very well with sports-oriented family. Even people who are goal-driven. his wife is a teacher and a track That’s the signal: “I never turned down an coach. For him, sports offers what do you love assignment,” he reveals. “They many great lessons in life. It teaches discipline, perseverance, to do, what do you wanted me to go to the Middle East, Syria, Gaza, I took it.” teamwork and self-confidence – love to gravitate He laments that there are things that cannot be mandated towards, what do a lot of people who stay in their or taught in the classroom. In fact, he has taught many you enjoy doing— comfort zones. “You have people who will people in Procter & Gamble to run fight and struggle through—I in marathons. Locally, 10 percent of that’s your real have great admiration for them,” employees have already joined a full passion. he says. marathon. He believes a company should not judge “They start at the beginning thinking ‘I an employee based on where the person went to could never run a marathon,’” he shares. “They’ve school, what his degree is, what his name is, or already put a ceiling on their head. Then I say ‘I’ll who his parents are. help you’ and they do it, and they realize ‘I can do James notes that Filipinos are highly things!’” qualified to work for multinational companies. “My favorite thing in P&G is to work with He cites that young Filipinos are brainy, the marathon,” he continues. “I’d sit down with passionate and creative. But he observes that people and talk with them about the marathon they lack leadership training. For example, in plan. That’s the signal: what do you love to do, what do you love to gravitate towards, what do you global businesses with a matrix management organization, strong leadership qualities are enjoy doing—that’s your real passion.” required to push projects. “When Filipinos Procter & Gamble has an internal training get into confrontational issues with different nationalities, they can close up,” he says. “We don’t believe that the While Filipinos are comfortable in end justifies the means,” he collaborative situations, he strongly feels that Philippine universities should include in their clarifies. “There’s honor.” curriculum situational leadership training, particularly in conflict leadership. “In argumentative situations, it just doesn’t fit the way Filipinos have been raised and the environment they’ve had,” he states. “Dog fight, drag out battle, they could use some training, which is teachable.” Still, James does not believe in winning at all costs. “We don’t believe that the end justifies the means,” he clarifies. “There’s honor.” He wonders out loud why Filipinos seem to lack confidence: “Everybody believes in the Filipinos except the Filipinos themselves. No one should ever bow down to some Ivy Leaguer. I’d put my kids up against them any day of the week, but they have to believe it.” James opines that Filipinos should celebrate program, and James takes personal interest in the successes, the Manny Pacquiaos, that are out the company’s people manager college, where there. he teaches all the sessions. “I try to invest in After three years in the Philippines, James everybody,” he points out. “I’ve exported our best retired from Procter & Gamble after a fulfilling talent. We’ve got Filipinos all over the world, career. He feels that his legacy will be the people running our business. We’ve helped develop and that he has trained through the years, and the train them.” values that they bring with them. Markets shares He recalls a receptionist in Poland whom he go up and down, but businesses will always need took in as his secretary. people. “After a year with me I told her she was too Retirement however does not mean that good for this and to go back to school,” he says. James has reached the finish line. In fact, “She goes back to school, and two years later, I for a marathoner with the heart of a mentor, make her a marketing assistant. Today, she’s it simply means he is getting on track for his running all of the Pantenes in central and eastern second wind. Europe. A receptionist!”

G2 Jakarta is PT Bank Barclays Indonesia AOR

Jakarta - Grey Group Indonesia’s activation marketing arm, G2 Jakarta is named as PT Bank Barclays Indonesia agency of record to manage outof-home commercial broadcasting on the bank’s IPTV LED screens across all its branches. The project covers operations, content management and activation. The win follows a pitch against OMG (part of Octocom) and Saka Infosa. The incumbent agency was McCann. Barclays is a new client for Grey Group Indonesia, which has a total offering including Grey Jakarta (brand advertising) in addition to G2 Jakarta (activation marketing).

JWT teams with YTL Communications

Kuala Lumpur - JWT Malaysia has been appointed by YTL Communications to launch its national brand communications plan, in tandem with AGENDA. YTL Communications is partnering with Clearwire, Cisco, GCT and Samsung to bring world-class Internet communications to all Malaysians. The digital part of the business was won by AGENDA, another WPP company. “We will be building the first nationwide 4G Mobile Internet Network in the world. We need partners who are passionate about this, understand our challenges and are willing to walk the extra mile to make the difference,” said Yap Kok Leong, chief marketing officer, YTL Communications Sdn Bhd.

Iris to run Heineken’s music platform in Singapore

Singapore – Asia Pacific Breweries Singapore (APBS) awards iris, an integrated marketing agency, with Heineken’s music platform over the next twelve months. The agency will work on the Heineken Green Room program—a premium brand activation concept that showcases cutting edge musical performance through exclusive parties and lifestyle events. Iris will be responsible for the strategic development of the brand property, with the aim of further evolving it as a platform that is truly pushing music boundaries. Luke Nathans, managing director of iris Experience said, “The Heineken Green Room property is one of the world’s leading brand engagement platforms and we are looking forward to working closely with the Heineken team in Singapore to make it even greater.”

Mindshare keeps L’Oreal’s media account in Hong Kong

Hong Kong – Mindshare keeps L’Oreal’s media planning and buying account in Hong Kong following a statutory review and a pitch against Universal McCann, ZenithOptimedia and Carat, Media reports. The review made in September 2009 is based on L’Oreal’s corporate requirement that agencies be reviewed every two years. january-february '10

Philippine Marketing Association names 2009 Agora Awardees A fine mix of companies representing manufacturing, publishing, telecommunications and media composed the Agora Awardees for 2009. The Philippine Marketing Association is the award-giving body behind the Agora Awards. Launched 25 years after the PMA was founded in 1954, the Agora Awards Program honors outstanding contributions to Philippine marketing. Among the awardees are Sari Yap, founder and president & CEO of Mega Publishing Group. Yap was awarded for Entrepreneurship for Mega, the country’s pioneer publishing company known for quality glossy magazines. Ma. Fatima De Vera-Francisco, general manager-Global Baby Care Innovation of Procter & Gamble, garnered the award for Overseas Marketing Excellence. Francisco held the distinction of being the first female sales manager of Procter & Gamble Philippines.

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For Advocacy Marketing, the Agora was given to Gina L. Lopez, managing director of ABS-CBN Foundation, Inc. Sineskwela, Math-inik, Epol Apol and Bayani are but some of Lopez’s projects which, in a short period, have garnered numerous merits from the Asian TV Awards, the New York Festival and Prix Jeunesse International, to name a few. The Agora Awardee for Marketing Management is Belen M. Fernando, vice-president for Marketing of Alaska Milk Corporation. The “Batang Alaska” Campaign of Alaska Powdered Filled Milk (APFM), credited to Fernando, won the Bronze Award for Best Established Product Brand Campaign Category at the Tambuli Awards 2009 last July. Sun Cellular is Marketing Company of the Year, with the award going to Charles Lim, CEO. Sun Cellular partners with worldclass business to provide a huge portion of the country’s messaging demands.

The 2009 Agora Awardees with PMA Officers: (L-R) Edith Dychiao, PMA Director for Agora Awards; Agora Awardee for Entrepreneurship- Large Scale Edgar J. Sia II, Chairman/CEO of Mang Inasal Philippines, Inc.; Agora Awardee for Export Marketing Jonathan Y. Dee, President & CEO of Alliance Tuna International, Inc.; Agora Awardee for Entrepreneurship- Small Scale Teresita L. Ngan Tian, President of Lots’A Pizza Franchise, Inc.; Agora Awardee for EntreprenuershipMedium Scale Sari Yap, Founder, President & CEO of Mega Publishing Group; Agora Awardee for Marketing Management Ma. Belen M. Fernando, Vice President for Marketing of Alaska Milk Corporation; Charles Lim, Chief Executive Officer of Digitel Mobile Philippines, Inc.- SUN CELLUL AR as Agora Awardee for Marketing Company of the Year; PMA President Mylene Abiva; Lester Estrada, Country Marketing Manager of Proctor & Gamble Philippines; and Dr. Leonardo Garcia, Overall Chair of Agora Awards Committee.

The complete list of the 2009 Agora Awardees below: Agora Awardee for Entrepreneurship - Small Scale Teresita L. Ngan Tian, President - Lots’A Pizza Franchise, Inc. Agora Awardee for Entreprenuership - Medium Scale Sari Yap, Founder, President & CEO- Mega Publishing Group Agora Awardee for Entreprenuership - Large Scale Edgar J. Sia II, Chairman/CEO- Mang Inasal Philippines, Inc. Agora Awardee for Export Marketing Jonathan Y. Dee, President & CEO-Alliance Tuna International, Inc. Agora Awardee for Overseas Marketing Excellence Ma. Fatima De Vera-Francisco, General Manager Global Baby Care Innovation Procter & Gamble Agora Awardee for Advocacy Marketing Gina L. Lopez, Managing Director - ABS-CBN Foundation, Inc. Agora Awardee for Marketing Management Ma. Belen M. Fernando- Vice President (Marketing) Alaska Milk Corporation Agora Awardee for Marketing Company of the Year Charles Lim, Chief Executive Officer Digitel Mobile Philippines, Inc. - Sun Cellular

MANAGING DIRECTORS' 2010 OUTLOOK

thinking and brand frameworks that we developed out of this informed our briefs and our work. What are the highlights of the year for your network? We won more effectiveness awards at the Asian Marketing Effectiveness Awards than any other network—and won the platinum award. We are Media Magazine’s Digital Network of the Year. BBDO/Proximity Malaysia produced the most awarded print ad in the world, BBDOGuerrero/ Proximity produced more effective work for more clients than any other agency at the Philippines Ad Congress. We won the Grand Effie for GE in China. Oh, and BBDO topped the Gunn Report for the fourth year running. What challenges will our industry face in the coming year? The challenge in Asia will be talent. All agencies have had to be cost conscious—and that takes its toll. Those agencies that have allowed their margins to be so squeezed that they can’t invest in talent will weaken…and new offerings will spin out of them. Clients that have squeezed agencies into an unsustainable position will move on…and realize that paying a premium is not a cost; it is an investment. Those agencies that focus on having a great product— in whatever form—will continue to meet client needs, will be nimble and imaginative about structure. As there is not one Asia, there is not one structure. There is the right model for each client’s needs. CHAIRMAN & CEO BBDO / PROXIMIT Y ASIA What is the ethos of your agency network? Our ethos is simple. Make sure we attract and retain an unfair share of great talent. Focus on producing the world’s most compelling commercial content. The Work The Work The Work. How important are advertising and creative awards to you? Awards are a measure of success of our ethos. As Donald Gunn remarked as BBDO/Proximity once again topped the Gunn Report, “This is clear proof— if ever it were needed—that The Work The Work The Work, in fact, works. And it certainly beats the hell out of ‘The Meeting The Meeting The Meeting’ or ‘The Politics The Politics The Politics’ as a way to run an advertising agency.”

Chris Thomas

How was the advertising industry in Asia affected by the global economic downturn in 2009? There is not one Asia. Australia barely batted an eyelid; Japan had a torrid time, compounded by a decade of economic difficulties; India barely faltered; China was tense in the first quarter but quickly gained confidence. Thailand was softer than other markets because of political uncertainties, etc. So it is a varied picture but overall, it has been a tough year, but less tough in

this region than in the rest of the world. On the whole, multinational companies have tried as hard as possible to preserve investment in this region. How did you and your clients respond to it? We spent a lot of time and effort understanding the behavior of consumers, by market and within markets. The Trading Up/Trading Down study showed key consumer trends that brand owners could leverage to protect their business. The

What kind of advertising talents are you looking for? There are ten things that we think make a great BBDO/Proximity person. They make The Work better; clients love them; they are about “we” not “me”; they are hand raisers and not finger pointers; they radiate positive energy; they communicate well; they possess healthy paranoia; they make things happen; they bounce back fast, and they always do the right thing.

Chris entered the advertising business at Dorlands in 1984. In 1987, he joined Abbott Mead Vickers BBDO as an account manager where he spent the next ten years, including three years as new business director. In 1997, Chris joined Ammirati Puris Lintas as managing director. Two years and a merger later, Chris was made managing director and later chief executive of the newly formed Lowe Lintas, which won Campaign Agency of the Year in 2000 and European Agency of the Year. In 2003, he was appointed chief executive of Proximity London, the leading integrated, direct and digital agency in the UK. During his tenure, the agency was the third most awarded direct agency in the world, top of the UK client satisfaction survey and voted IPA’s Best of the Best Integrated Agency. In 2006, Chris was appointed chairman and CEO of BBDO Asia. He is responsible for all of BBDO’s advertising and Proximity ’s integrated, direct and digital business in Asia.

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MANAGING DIRECTORS' OUTLOOK FOR 2010 How was the advertising industry in Asia affected by the global economic downturn in 2009? How did you and your clients respond to it? Most of the industry was bracing itself for a tough year and many agencies shed staff and imposed hiring freezes. Thankfully, DDB Group across the region faired quite well. In fact, other agency’s freezes became our opportunity. We continued to make hires throughout the year, and we could handpick the best in the industry. We have very strong relationships with our clients, which means we were able to work with them and their budgets, to ensure they continued to have the presence they needed in their markets. What are the highlights of the year for your network? DDB Group had more than 200 wins, amounting to $200 million worth of new business billings. So, essentially, we maintained the momentum of the last few years.   Major highlights included hiring Mohammed Sirajuddeen to head up RAPP Asia; establishing DDB Health, and Tribal DDB, winning Media Agency of the Year, as well as regionally being shortlisted as Network of the Year by Media.  In 2010, where do you see losses and opportunities for growth? The role of Digital will, of course, continue to grow—social networking and continuing introduction of new digital media offer many opportunities for the communications industry. But Digital can’t work in isolation. Traditional advertising will continue to play a key role. We will see the biggest growth in data analytics. Clients are demanding greater value and want to know what they are getting for their money. Agencies like RAPP have the most to gain.     Will the media landscape see shifts? In what way? Media agencies will continue to eat away at their own industry, driving down their own profits. If any agency structure needs to change, it’s within Media.   What is the ethos of your agency network? DDB Group Asia Pacific has three of the world’s leading agencies under one roof. No other Asian network can make this claim. Our commitment is to ensure we provide the best solutions, using the range of disciplines we offer.    Do you see anything exciting that the industry can look forward to in 2010? DDB Group becoming network agency of the year! How important are advertising and creative awards to you? Creative and effectiveness awards are very important to us and the industry. What better way for our clients to know who is the best in the industry? Internally, it gives us a gauge of our own success and a CHAIRMAN & CEO goal to continually strive for. We will not DDB ASIA PACIFIC, JAPAN & INDIA drop our effectiveness focus just to pursue creative awards. We need to lead in both.

John Zeigler

What kind of advertising talents are you looking for? There’s a lack of digital talent, so we are always on the lookout for specialists in this area. But more importantly, we need people that are well-rounded and understand the disciplines and the way they work together. A staunch advocate of marketing effectiveness, John Zeigler launched the world’s first integrated agency in 1986, making him the most experienced integrated marketer at a time when everyone was taking the single-minded approach to communications. Having lived and worked in three continents, John is a great believer in reinvention and what that implies for brands in this global, think local, market. He is adamant that the development of creative work and its evolution and management should be most highly valued, all of which clients need to be involved in.

A painter, photographer and restorer of cars in his spare time, John considers himself a creative marketer who believes in harnessing the potential of others. As the leading voice, president and CEO of DDB Group, Asia Pacific, Japan & India, John’s responsibilities span 21 agencies in 16 countries, and more than 2,500 employees.   With a genuine desire to see people succeed, it ’s no surprise that John lives by President Harry Truman’s famous words, “It is amazing what you can accomplish if you do not care who gets the credit.”  january-february '10

How was the advertising industry in Asia affected by the global economic downturn in 2009? There is no doubt that like many industries, the ad industry was greatly affected by the downturn. The change in economic climate saw many clients shift their marketing budgets from TV to more targeted forms of media, such as digital and transit. In fact, we saw strong growth in some of these areas, and we have seen a significant increase in the number of clients we are working with to develop and implement new integrated marketing plans. How did you and your clients respond to it? Because we are a truly integrated agency, with one bottom line, we are in the unique and fortunate position of being able to work with our clients in any capacity. So when it makes sense for them to shift their marketing budgets to Digital or PR for example, we are already equipped to work with them in this capacity. We worked with many of our clients in a completely integrated capacity, and have increased the amount of digital work we do with our clients—something which continues to be a growth area for us.

In particular, social media marketing is an area of rapid growth, and I think in 2010, this is going to be a key focus area for many marketers. What are the highlights of the year for your network? Going into 2009, our goal wasn’t to just maintain or survive the recession; it was to continue the positive growth of our own business and to continue delivering positive growth to our clients’ businesses. One of our main focus areas was to partner with some of the region’s most prestigious local brands, such as winning DBS Bank out of Singapore and growing that account to cover Hong Kong and now Taiwan. On the creative front, we have really put ourselves on the charts this year, and our own SE Asia Chief Creative Officer Victor Ng judged both Cannes and Clios in 2009. Our campaign for Nikon “Faces” won numerous international and regional awards. In Thailand, we re-launched our operation there to reflect our truly integrated structure, and this year they went on to win projects from Peugeot, Goodyear, Chivas and Krung Thai Bank.

But I think the ultimate highlight for us in many ways, was winning ‘agency of the year’ for SE Asia at the Media Agency of the Year awards in December. This looked at our performance, our creativity and contribution and as such, was the highlight for 2009. In 2010, where do you see losses and opportunities for growth? Digital is, of course, going to be exceptionally important in 2010 and beyond. Digital integration is important for any business, and it’s important to work with clients in this capacity and not treat digital as a silo or addition to marketing plans. As I mentioned before, social media marketing is going to be huge next year and is going to be the greatest driver of all trends globally. What challenges will our industry face in the coming year? Integration is now an industry buzzword. Over the next year, ad agencies will increasingly try to become financially integrated, a process which will certainly take time to achieve, yet cultural integration will be their biggest challenge—something we already have.

What is the ethos of your agency network? Our agency is future-focused, so we will continue to look at getting our clients to the future first, ahead of their competition. We do this through creative business ideas, which is a proprietary tool that we use to evaluate our clients’ businesses and help them to develop their plans. How important are advertising and creative awards to you? We are very entrepreneurial by nature, and we focus heavily on new business. However, creative awards are exceptionally important to us. After all, we are a creative business. The past two years have really seen us jump up the creative charts in the region. Recently, we promoted Victor Ng, our Singapore ECD to the new role of chief creative officer for SE Asia, and I’m confident that 2010 will be another promising year for us in terms of awards.

Matthew Fanshawe

CEO EURO RSCG SOUTHEAST ASIA

Matt is the CEO of Euro RSCG South East Asia, tasked with overseeing operations in Asia’s most dynamic and diverse subregion, from the headquarters in Singapore. Prior to this role, Matt spent nearly four years as the CEO of Euro RSCG Singapore & Malaysia, during which time he helped develop truly integrated, well-awarded agencies with winning brands such as DBS Bank, Orange, NTUC Fairprice, Carlsberg and Yeo’s. Although Matt began his career in Y&R, he first joined Euro RSCG back in 2000 in London, before moving to Hong Kong in 2002 as the regional brand director on the globally aligned Intel account. In this role, he managed agency brand and media teams across 13 markets in Asia Pacific.

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Nirvik Singh How was the advertising industry in Asia affected by the global economic downturn in 2009? While the economic downturn did affect most parts of the US and Europe, some parts of Asia were not as badly hit. There has been small growth in some Asian markets such as China, India, Vietnam, Indonesia and Bangladesh. Countries that depend on domestic consumption have experienced better growth than export-oriented ones. We seem to have become used to the global turmoil that has been with us for the past year, and I personally think that the worst is actually over. How did you and your clients respond to it? Despite a very tough economic climate, we continued to expand our capabilities, and improved on revenue and profits in 2009, performing better than many networks in many regions through our steadfast focus on creativity, effectiveness, thought leadership, total communications offerings, digital initiatives, network culture, and talent and professional development. In Asia, plans and decisions are getting delayed. Clients are putting more priority on non-traditional media. Also, due to the economic crunch, some companies tend to defend their market shares through loyalty programs and customer relationship management. What are the highlights of the year for your network? 2009 was a year of significant change

at Grey Group Asia Pacific. It started with a change in leadership as I took the helm as chairman & CEO of the region. We continued to build our offerings and strengthen markets in the region. We had a strategic alignment with Batey, a WPP sister company, which grew some of Singapore’s most illustrious brands such as Singapore Airlines, StarHub and the Singapore Tourism Board. Grey Sydney emerged with a new face and operating name, JayGrey, through a partnership with Jay Furby, Australia’s number one creative for two years in a row and number nine in the world. Asia Pacific was the first region in Grey Group to launch Gchannel, our online learning portal. Using a new video-based platform, staff can share inspirations, ideas and insights. Gchannel showcases commentary, opinion and industry skills conveyed by Grey Group’s senior executives through online tutorials. In 2010, where do you see losses and opportunities for growth? Media spending will stay tight, so we have to be realistic in our planning. Digital marketing will continue its growth, however we need to go beyond just trying to up each other with the latest technology or novel idea. Although it is important to get on top of today’s social media platforms, it is also important not to get too hung up on them. Consumers can be fickle and it is easy for them to change their minds.

What challenges will our industry face in the coming year? The most successful brands in 2010 are the ones that evolve into social brands. These are brands that have social voices, with real people participating and talking on behalf of brands to customers in an engaging, conversational manner. Companies must be willing to let its employees and brand advocates become the face of the brand. Consumers are getting even more personal, disloyal and sophisticated, and are less inclined to engage with brands the way they engage with people. What is the ethos of your agency network? Building famously effective campaigns, in line with Grey Group’s proposition “Famously Effective Since 1917” which exemplifies the agency’s extraordinary heritage in building some of the world’s most famous brands and the high effectiveness and creative standards we hold across all our markets. How important are advertising and creative awards to you? We have to accept that awards are seen as a form of benchmark to measure an agency’s standing amongst its peers in the industry. We have a focus on revitalising creativity across Grey Group Asia Pacific. Tim Mellors, Grey Group’s vice president and worldwide creative director, was engaged to embark on an Asia mission, mentoring, nurturing and rallying creatives, to achieve a higher placing in the key creative award shows.

CHAIRMAN & CEO GREY GROUP ASIA PACIFIC

A 20-year veteran of Grey Group, Nirvik Singh was appointed to lead Grey Kolkata at the age of 26. In short order, the agency grew to become the city ’s second largest and winning Agency of the Year four consecutive times. Singh became COO of Grey South Asia in 1997. Leading Grey ’s South East Asian operations in 2005, he was instrumental in the agency ’s growth and resurgence in Indonesia, Thailand, Singapore and Malaysia. Taking on the additional role of CEO of G2 Asia Pacific in 2007, he made major strides in building the network’s activation marketing capabilities, recruiting new talent and achieving significant growth in the region. Business Today, a leading business magazine in India, honored Singh as one of 25 young rising stars in India, and Media magazine in Asia named Singh Agency Head of the Year – National. Singh was elevated to the current position of Chairman & CEO of Grey Group Asia Pacific in January 2009. january-february '10

How was the advertising industry in Asia affected by the global economic downturn in 2009? Almost every region was affected by the downturn but Asia much less so than the US or Europe. In fact, within Asia, certain countries like China and India still experienced growth, albeit less dramatic than previous years. How did you and your clients respond to it? We did experience pressure on agency remuneration as clients’scrutinized project lists, prioritized the most important ones and abandoned the ones at the bottom of the list. Also, clients were also increasingly focused on effectiveness. ROI became central topic in client/agency conversations. What are the highlights of the year for your network? It was the best creative year ever for JWT APAC. Not only did we win Agency of the Year at both ADFEST and Spikes, but XM Asia won Online Advertising Agency of the Year. Moreover, JWT Japan won WPP’s only Cannes Grand Prix of the year. It was also a record year for local business development. We picked up EDB in Singapore, POS in Malaysia, MK Suki in Thailand, COFCO in China and Mobifone in Vietnam. In 2010, where do you see losses and opportunities for growth? Overall, things will start to get better but there will be ample bumps along the road to recovery. Certainly, it will not be a smooth road to recovery or a quick return to the heyday of 2007. I believe we will observe an accelerating shift to digital/ mobile on the back of the growing penetration of the smartphone. What challenges will our industry be faced with in the coming year? No need to wait until next year; agency structures are already continually adapting and changing. JWT has already started utilizing an open architecture model, where we work in coordination with other WPP agencies and outside specialists in order to deliver fully integrated marketing solutions. Given the rapid proliferation of media, no one agency can house all the necessary skills under one roof. Luckily, JWT is a part of WPP, which has offers such a breadth and depth of partners. Will the media landscape see shifts too? In what way? Yes, a continued shift to Digital, especially mobile. The lines outside

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Michael Maedel MI and Starhub in Singapore when they released the iPhone were telling. Smartphones are quickly becoming consumers’ preferred device. What is the ethos of your agency network? Whatever curves 2010 throws at us, JWT will remain rooted in creativity and the big brand idea. Do you see anything exciting that the industry can look forward to in 2010? We are privileged to live in the most exciting time in the history of our industry. Big change will continue to come our way. It will take new skills and diverse talent to harness the power of these changes. How important are advertising and creative awards to you?

PRESIDENT WORLDWIDE JWT

Yes, awards offer a public recognition of the work that we do. We value the recognition and feedback from our peers in the industry. At the same time, we recognize that an overindulging in awards can become an unhealthy exercise in vanity. What kind of advertising talents are you looking for your network? JWT needs diversity—talent from a wide range of backgrounds, not just from other agencies. We need anthropologists, evangelists, artists and tech gurus. The Three “C’s”: Curiosity, Courage and Creativity.

Michael is President of JWT, APAC and MENA and a member of the Board of the J. Walter Thompson Company, New York. He joined JWT in 1990 as Chairman and CEO of JWT Germany, based in Frankfurt. In 1993, he also took on the role of Area Director Central and Eastern Europe. He moved to London in 1997 when he was named the president of Europe, Middle East and Africa in 1997. During this period, JWT acquired TMI, and he began working with Roy Haddad. Michael started his career at Young & Rubicam, where he worked for some 13 years. In 1985 Michael was hired by Ted Bates Werbagentur, Frankfurt as Chairman where he remained before moving to JWT.

MANAGING DIRECTORS' OUTLOOK FOR 2010 How was the advertising industry in Asia affected by the global economic downturn in 2009? 2009 has been a pretty tough year in Asia but it’s already a lot better compared to the rest of the world. However we start to see signs of recovery, especially in countries like China, India, Indonesia and Vietnam.

and new technology, eager to deliver big ideas and passionate in leveraging creativity to make a difference in people’s life and brands. Most importantly, they need to be devoted to advertising. They have to live the advertising way of life. There are not as many devoted young people getting into the industry, as we would like to see.

How did you and your clients respond to it? On the regional level, despite the downturn, our revenue has not been affected much. As such, in 2009, Leo Burnett and Arc has been gaining market share in Asia Pacific, especially in countries like India where we enjoyed double-digit growth and in Indonesia where our revenue grew by 40 percent. Crisis like this one is also time for changing the way we operate, to create efficiencies and increase effectiveness. We owe it to our clients who have a very tough time too. Whilst some clients understand that advertising is an efficacious anti-recession tool, in general, they are more cautious and strategic in their investment. The economic downturn has driven the shifting of some budgets to digital. We have seen obvious increase in the demand for integrated campaigns which incorporate online elements as a core part.

Will the media landscape see shifts too? In what way?  With the aggressive growth of digital media, development of traditional media will be undermined. Asia Pacific is home to the majority of the world’s Internet users. A growing budget allocation to digital marketing is expected. We will see digital going mainstream, becoming a staple element of communications plan. What is the ethos of your agency network? Leo Burnett is the HumanKind agency.

We look at our clients’ business issues not through sets of numbers but through a human lens, as we believe that only two things really matter in our business: people and their behaviour. We believe that our creativity has the power to transform behaviour, and our mission is to populate the world with the HumanKind brands which are built around their strong purpose (not positioning or promise but purpose). How important are advertising and creative awards to you? First and foremost, awards set standards in our industry. This is the primary reason why we need them. However, award is not everything. We at Leo Burnett believe that what makes a powerful campaign is creative ideas that truly move and change people, enabling people to engage with each other and with the brand, regardless of whether or not that is an award-winning campaign.

What are the highlights of the year for your network? Despite the downturn, our new and strengthened regional management team redefined the business direction with new visions and focus on growth. PRESIDENT We decentralized the regional leo burnett ASIA PACIFIC team to optimize resources and stimulate cross border cooperation among our agencies. We integrated Singapore and Malaysia operations into one to enhance synergy and built competencyfocused (digital and shopper marketing) and industry-focused (telco and retail) centers of excellence. We have started to reap the first fruits. We have won exciting new business in the second half of this year. We have also won some key creative awards, including Promo Grand Prix for Yubari City at Cannes, Gold Spike for TV spot “Funeral” (MYCS) and Gold Lion for Earth Hour (WWF), to name a few.

Jarek Ziebinski

What challenges will our industry face in the coming year? One of our industry challenges is the keen competition in attracting talented young people. We need the brightest minds who are fond of new media, curious about humanity Jarek is a 23-year veteran of the advertising and marketing industry. Before coming to Asia, Jarek was chairman and CEO of Leo Burnett Central and Eastern Europe (CEE) since 2001. Under his leadership, Leo Burnett agencies in CEE were named Agency of the Year 42 times in their respective countries, garnering a total of 13 Cannes Lions and 1,451 creative awards. From 1996 to 2001, Jarek was CEO of Leo Burnett Poland, ranked among the Top 50 most-awarded agencies in the 2001 Gunn Report. He was founder and the first president of the Polish Advertising Agencies Association, founder of the Polish Creative Directors Club, as well as founder and President of the Jury of Polish EFFIE Awards. He was named Man of the Year in the advertising industry and also “Ad Man of the Decade in Poland” by Marketing Serwis— one of Poland’s most prestigious marketing magazines. january-february '10

What challenges will our industry face in the coming year? One key dynamic to emerge this year has been a growing awareness amongst clients of the importance of communication effectiveness and ROI. We have long been committed to increased accountability, KPI’s and measurement and believe we are well poised to provide clients and prospects with the type of evidence of performance that they seek. In addition, we expect to see more and more small, competitive agencies—particularly in the digital space. To compete, the ad agencies are going to have to be nimble, innovative and deliver real added value. What is the ethos of your agency network? Since Day One, we have been committed to our mantra “truth well told.” It is as relevant today (perhaps even more) as it was when it was penned all those years ago. If I were going to describe our agency ethos, I would sum it up by saying we “refuse to lose.” We never give up searching for a great insight. We will never give up the push for a great idea. Do you see anything REGIONAL DIRECTOR exciting that the industry McCANN WORLDGROUP can look forward to in ASIA PACIFIC 2010? We are seeing the explosion of services and platforms designed to enrich consumer experiences online. We are going to see increasing sophistication around mobile marketing and how we can use the mobile platform to deliver effective marketing messaging. Great creative is going to be more important than ever as communication channels expand and the challenge to cut through the clutter becomes more critical. How important are advertising and creative awards to you? Creative work is our product. It comes from Led by Prasoon Joshi, our creative product brilliant strategy and manifests our IP. Creative continues to get stronger and stronger; Spencer awards provide evidence of a commitment to Wong was named one of the leading creatives world-class work, and we have seen, time and in Asia Pacific, and we continue to deliver again, great creative deliver great results for award-winning work for clients across the our clients businesses. region. We are extremely proud of the fact that in Our McCann Healthcare operations 2009, McCann Worldgroup offices across the continue to deliver world-class professional region scooped at least 16 “Grand Prix” / “Best communications solutions. We have seen of” accolades across the most prestigious local, strong business performance in China, India, regional and international award shows. and across the SEA markets. We’ve also had a very strong new business track record in 2009, with major wins including 2010 Singapore Youth Olympics, From 2007 through January 2009, Michael SSP Pharmaceuticals in Japan and Datacomm was president of McCann Erickson US. Prior Solutions in India. to this, he was worldwide director of Global Accounts. In addition to his stewardship In 2010, where do you see losses and of key Worldgroup businesses such as opportunities for growth? Microsoft, he was responsible for the quality There will be a mixed range of movement in ad and vitality of client relationships across expenditure across APAC. Worldgroup disciplines and focused on improving and expanding cross-discipline There is no question that we will see an integration. increasing trend towards digital advertising McLaren began his advertising career expenditure. Consumers are spending more of in his native Australia, and later worked in their time and energy online, and we need to Asia and the US with another Interpublic be able to engage with them where they choose agency, Lintas (now Lowe). Over the years, to be. he has worked on such packaged goods We expect to continue to see growth clients as Nestle, Unilever, Coca-Cola and opportunities in Healthcare, Digital Johnson & Johnson, and will continue engagement, mobile marketing and shopper to work with ExxonMobil and Johnson & Johnson, key McCann clients in Asia. marketing.

Michael McLaren

How was the advertising industry in Asia affected by the global economic downturn in 2009? 2009 has been a challenging year, with clients tightening marketing spend and increasingly interrogating the return on their investments. However the specific industry effects do vary by individual country. We have seen some markets show solid growth and others with significant declines. How did you and your clients respond to it? We are responding by focusing resources behind the teams in local markets. We are improving or organizational agility and being more nimble in providing clients with solutions. We are continuing to invest in talent and training as a way to develop and motivate our people. We are being innovative in our product, bringing in new skills as new communications areas emerge. Finally, we are staying close to our clients, working to be as efficient as we can with our resources, while focusing our investments in areas where the clients see true incremental value added. What are the highlights of the year for your network? Amongst many accolades, the agency received Asia’s first-ever Grand Prix Lion at Cannes. january-february '10

MANAGING DIRECTORS' OUTLOOK FOR 2010 How was the advertising industry in Asia affected by the global economic downturn in 2009?  It was affected here as elsewhere in the world. There was some panic in Q1, as magnitude of uncertainty was unprecedented. However, Asia has coped better, given the general shortage of talent, which has traditionally forced businesses to do more with less.    How did you and your clients respond to it? As the situation in Asia stabilised, clients responded by re-optimising their portfolio of brands and markets. We stepped up the work in the business analytics area, advising marketers on portfolio budget allocation and helping measure marketing ROI to enable them to take these decisions.  The other big impact was in the area of cost management.  More clients started reviewing their media agency arrangements based on the media prices and agency fees, and trying to reduce both. It was a fairly brutal year in that respect.

Ashutosh Srivastava

CEO, MINDSHARE ASIA PACIFIC

Over the last two years, Ashutosh has helped gradually transform Mindshare, from being primarily a media planning and buying agency, to a provider of integrated marketing solutions: marketing analytics, strategic marketing consultancy, content development, digital marketing, channel planning and buying for traditional channels, as well as emerging channels in retail, out-of-home, mobile etc. Ashutosh is keenly involved with the entertainment and media sector, new technology platforms, and their impact on consumers, and the implications on business strategy and brand marketing. He has also been championing the cause of accountability in marketing investment, and has been closely involved with the development of Mindshare’s Marketing ROI management practice.

What are the highlights of the year for your network?  We added several large new clients toward the end of 2008 and early 2009; these helped negate some of the decline.   Also, we have been diversifying our portfolio for services over the years, focusing on business analytics, digital marketing, branded content creation and activation. These continued to grow and kept us going. While there were clients that went back to the tried and tested route of traditional channels, there were many others willing to invest behind digital and content-based marketing—hence the continued growth from these businesses.  Generally speaking, we have ended 2009 in most countries with our client portfolio intact and a wider services portfolio than 2008, and this bodes well for the new year. In 2010, where do you see losses and opportunities for growth?  The big hope is that Digital marketing, analytics and content will have a bigger piece of the pie going forward.  However, I do believe it will still remain way below potential— because of the ongoing obsession with finding the bottom of the price points with traditional media and driving fees down to where there is long term damage to the agency business. Also, many marketers believe the agencies don’t have enough expertise in these areas and remain cautious and unwilling to commit.    Given the limited appetite for investment and the huge pressure from client procurement on fees etc., it’s not going to be easy for the agencies to make a really game-changing impact in the short term.  Yes, there will be clients and markets where we will see breakthroughs (China/India etc), but

by and large, the biggest marketers in Asia are still the FCMG companies, where the old interruption model still dominates.   So I see losses on traditional media and associated revenues, which can be slowed down somewhat by moving to a payment-by-results model, and making better use of data to plan and optimise the investment.  And growth and new business models in the digital/content/analytics areas, expecially in the non-FMCG sector.    What challenges will our industry face in the coming year? It’s a very people intensive industry. However, (because of cost pressures) trading models in the traditional media channels, and other large parts of the agency value chain need radical automation.   Digital marketing has already shown that this is possible.  The big reason the traditional media owners have not evolved is the dominance of a few players with the old model. However, the current cycle will force this change over the next 3-4 years, and those media owners who don’t change will not survive. The agency structure will also need to change, as the future belongs to those who build their business around data and content in a world of real-time campaign management. A more open source, collaborative model (as no one player can possibly hope to achieve all this under one roof) may be the longterm ambition for all. What is the ethos of your agency network?    As leaders in our industry, we want to help reshape the agency model of the future, and our talent is very charged by that vision. Our agency ethos is that we exist to fulfill different needs for different clients and tailor our service offering to each, rather than be one big cookie cutter agency. We see that as essential to our continued success.  Do you see anything exciting that the industry can look forward to in 2010?   Development of the mobile platform for marketing communications on a much bigger scale in a number of countries in 2010. The platform will continue to remain fragmented, given the number of players, hence scalability of solutions will remain a challenge in implementation. How important are advertising and creative awards to you? Awards are an important way of motivating the talent. However, it’s increasingly become a lucrative business pandering to egos, hence we would like to remain selective about where we participate. The relevant awards are those which consistently recognise success in terms of proven effectiveness in meeting marketers’ goals for their brand, and have enough marketers on the jury to take that call.     january-february '10

How was the advertising industry in Asia affected by the global economic downturn in 2009? I think the industry was affected hugely by the downturn. The world has become evermore connected, and therefore there has been a global domino effect with no market or sector escaping its reach.

Will the media landscape see shifts? In what way? Clients will look for greater return and greater performance from their communications, so the media mix will have to reflect that, but the media industry, which has been through a dramatic change already since we hit the new century, is more than equipped to cope.

How did you and your clients What is the ethos of your respond to it? agency network? A network the size of TBWA\ could not Our ethos is to always challenge hope to avoid such a crisis. We the conventions of a did the only thing we could, marketplace and look which was to focus on our for Disruptive ways of clients and our people giving our clients a and deliver what we greater share of the do best, which is future. I see no Disruptive thinking. change in the ethos; Downturns can be a we will be adapting tremendous source our output to suit of opportunity PreSident the opportunities if you think South & South East Asia we see. Media arts differently. TBWA Group\ Asia Pacific is at the centre of our focus and will shape What are the how our Disruptive highlights of the year thinking reaches our clients’ for your network? audiences. There were a number of highlights, but the two that come to Do you see anything exciting that mind would be our agency in Manila the industry can look forward to being voted Agency Of The Year (again in 2010? :)) and on a global scale TBWA\ being Optimism! Hopefully a blank recognised as the top performing canvas and growth, driven by network in Ad Age’s Agency of the creative thinking as opposed to Decade list. rationalisation. What are the highlights of the How important are advertising year for your network? and creative awards to you? I see 2010 being a year of fragile Awards are very important as a way recovery, and yes, I expect Digital of showing how you are doing against and other non-traditional disciplines your peers, and for showing and benefitting from the strongest recognising excellent work. But they growth. are not the objective. Great pieces of work that create great outcomes for What challenges will our industry our clients are. face in the coming year? Our Industry has always been at the What kind of advertising talents sharp end when downturns or booms are you looking for? hit. As such, change goes with the We are looking for anybody who has the territory, and we should celebrate qualities of a great adman: ambition, it. Structures, disciplines, client focus passion, an open mind and a desire to areas, the emergence of new markets challenge the things we blindly take for will ALL be important in the coming granted every day. year and decade beyond.

Philip Brett

Philip heads up TBWA\ Group for South and South East Asia, is a member of the TBWA\ Asia Pacific regional board. He is also responsible also for the development of the Tequila brand throughout Asia. Originally trained as a Barrister after reading Law at Bristol, Philip joined the TBWA\ group in 1992. Moving to Asia in 1996, Philip established the Tequila Regional network in 13 markets throughout Asia Pacific. This also culminated in the bringing together of Tequila and TBWA\ in Singapore, turning it into one of Omnicom’s most successful hub offices, providing fully integrated marketing solutions for a wide range of clients. Philip is responsible for the global relationships with Standard Chartered Bank and Singapore Airlines. He oversees regional business for all of TBWA\’s global clients such as Visa, Apple, Martell, GSK, Michelin, Adidas and Nissan.

january-february '10

bookreview

Tales From The Spider's Web A review by

Mark Meily

his 30-second commercial ames P. Othmer aneurism. was destined to be Once the fiefdom of agencies the great American known for their founders’ initials, bricklayer until he the advertising industry is now was pulled into a slowly being lorded over by cool, sodium-saturated, young creative shops with cute alcohol-induced, catchy names like Toy, Tequila, billion-dollar web Frog, Barbarian Group, Droga5 called Advertising… and Mother. Names that would and then left to write a book. befit rock bands rather than ad Certainly, we have met types agencies. who made a grand farewell to In Adland’s example, the advertising only to be sucked back projects that into the same are shaking black hole a few Adland is a witty and advertising years later. Did realistic take on what the landscape they choose Advertising, or ad people experience today are not the did Advertising and survive daily. multimillionchoose them? dollar oneAdland’s time-only Super Bowl spots but author, a former creative director websites that feature a man in an at Young & Rubicam, came back awkward chicken suit, obeying to advertising, not as an adman, your command literally, or a set of but this time, as someone writing dancing elves…with your face on about an evolution that many it. Sites with millions and millions ultra-conservative ad people of viewers that had their “brand have not been aware of, to their impressions” and are happy to talk detriment. about it. The traditional 30-second These “idea factories” were commercial did not die as many born out of the frustrations of doomsayers predicted. However, anyone who still ignores the gorilla creative people whose “best stuff” wasn’t what their former clients across the room (a.k.a. Interactive wanted, a story that Othmer Marketing) will soon experience

recounts after working for two advertising giants. Adland is a witty and realistic take on what ad people experience and survive daily. Othmer’s stories are also our stories. I can’t help but say on every chapter of the book's first part, “Yup, I know a client exactly like that.” Or “Only (PUT NAME OF ECCENTRIC CREATIVE DIRECTOR HERE) would do something like this.” The charm of Adland is that its author is not a Madison Avenue legend. It is not written by an Ogilvy, a Dusenberry or a Burnett. It is not a how-to book on making great ads. Rather, Adland is written by a common soldier whose team negotiated, battled and lost major accounts; who won awards/ lost awards; and who hoped for a better client, an understanding creative director and an epiphany for a great ad— something most of us can identify with.

Mark Meily is a former commercials director-turned-film director-turned-commercials director. He is also the CEO of Spark , a digital content production company.

EVENTS CALENDAR Cannes Lions International Advertising Festival Registration opens: January 7, 2010 Entry submission begins: January 28, 2010 Festival: June 20-26, 2010 Cannes, France www.canneslions.com New York Festivals International Advertising Awards Deadline for Entries: January 11, 2010 Radio Progrmming Awards Open for Entries: January 18, 2010 www.newyorkfestivals.com Philippine Junior Marketing Association (PJMA) Check the Madness January 23, 2010 SMX Convention Center Pasay City, Philippines

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D& AD Awards Deadline for Entries: January 27, 2010 Student D&AD Deadline for Entries: March 19, 2010 www.dandad.org AdSpeak ‘09 February 2010 Collegio de San Juan de Letran Tel: +63 2 527 7694 Loc 64 adobo magazine 4 th Anniversary February 2010 Tel: +63 2 845 0218 www.adobomagazine.com adobo magazine 3rd adobo Design Competition February 2010 Tel: +63 2 845 0218 www.adobomagazine.com

Advertising Suppliers Association of the Philippines (ASAP) Infoglio Creative & Technical Index Launch February 2010 Makati City, Philippines www.asapmanila.org.ph Asia Pacific Advertising Festival (ADFEST) March 18-20, 2010 Pattaya, Thailand www.adfest.com Creative Guild of the Philippines Kidlat Awards April 12-14, 2010 Boracay, Aklan, Philippines email: 4asp@skyinet.net www.4as.ph Festival of Media Valencia, Spain April 18-21, 2010 www.festivalofmedia.com

concertreview

360 of Rock. The U2 experience A review by

Sid Maderazo

“Boom Boom Pow” and “I Got a Feeling”. Will.i.am. won the crowd over t was a trip of a lifetime. Our US itinerary was packed with the usual with sincerity, a shout-out to U2 and other bands who manage to “stay sightseeing tours, and packed with an interesting mix of shows. We together for the love of the music.” saw widely acclaimed theatrical performances on Broadway, the Then the band came out and the whole stadium rocked, and even much awaited UFC 104: Machida Vs. Rua in LA, and in Las Vegas, though they were so far away, I felt that Bono was just right in front of the spellbinding Cirque du Soleil’s “O”, Chris Angel’s “Believe”, the us, with his distinctive voice echoing across the stadium and out into the famous topless show Jubillee and The Blue Man Group. Nevada desert. But it was the U2 360 world tour that topped my to-do list. I Bono introduced his bandmates, with comparisons to every purchased the tickets long before I booked the flight, and it was entertainer from Bette Midler to David definitely the highlight of our vacation. It was a chilly October evening when we left for the Then the band came out and Copperfield before declaring, “My name is Wayne Newton.” Before long, he was leading a Sam Boyd Stadium in Las Vegas, Nevada. the whole stadium rocked, “Viva Las Vegas” sing-a-long. I could not drive fast enough. The songs I and even though they were Amidst the new material there were a grew up with kept whizzing thru my head at the LOT of the standards; all the Joshua Tree same pace as my driving. Despite the weather, I so far away, I felt that Bono giants, the high points off Achtung Baby, and felt warm and ready to sizzle with the electrifying was just right in front of us, of course Sunday Bloody Sunday. At one point, music of my all-time favorite band. Bono pulled a guy up from the crowd and ran a I was blown away by the unique 360-degree with his distinctive voice lap around the stage with him while the band stage that christened the U2 world tour. We were echoing across the stadium played, before sending him back to the floor quite far from the stage, but the unique and and out into the Nevada with a pair of Bono sunglasses in hand. colossal stage was created in such a way that, “The right to be ridiculous is something regardless where you sat, you saw the whole desert. I hold dear,” U2 frontman Bono boomed, action onstage. addressing a crowd that included both Bill There were three of these costing US$40 Clinton and Paris Hilton. He would mostly stay true to those words until million each. They leap-frogged one another, from one platform to the shortly before the first encore, when he dedicated a reflective “Walk On” to next, taking four to five days each to set up and took 135 trucks to haul imprisoned Burmese revolutionary figure Daw Aung San Suu Kyi. 500,000 pounds of equipment. The 150-feet high steel structure looked It was hard to find a demarcation line between the lights and like a huge spider robot, with rotating bridges and a cylindrical video sounds, because both worked together to create a visually stimulating system of interlocking LED panels that, literally, projected the performers and arresting experience. The evening was perfect—a massive stage and larger than life. Like a gigantic spider spinning its multi-colored web, the the biggest band in the world. It was indeed a unique, exhilarating 360 suspended screens further magnified the performers onstage and added experience. more drama to the repertoire. Just the sight of the massive stage was enough to glue everyone to their seats. The front act was no less than the Black Eyed Peas. Their amazing Sid Maderazo is a T V commercial director and co-founder of 88 performance, upbeat music and powerful voices set the tone and mood Storey Films. for the night. Everyone was singing and dancing to their popular hits like january-february '10

CREATIVE REVIEW by Joel Clement Creative Director, Saatchi & Saatchi Thailand, Bangkok

Of the Araw-winning ads that are featured in this review, Joel Clement says: Since it’s around Christmas time as I write this, and I know what happened to Scrooge for all his negativity, the review will be positive or at least constructive in its critique!

It was such a violent fire that several big, noisy, red trucks from the Peterborough Fire Department had to respond to the call. Joel and his friend had been playing with matches. He was only six years old but had managed to burn down a huge swath of pine forest behind his childhood home in New Hampshire. Later that year, the elementary school where Joel was a skinny little first grader held a poster contest for the annual Fire Prevention Week. As you can deduce, he had a wonderful life experience to draw upon and that insight led him to a concept based loosely on “Keep matches away from children.” The coveted first place prize, a shiny silver and amethyst trophy of a fireman poised with hose, sits on Joel’s desk today. Out of all the countless gold, silver, and bronze Cannes Lions, Clios, and One Show Pencils he has won, it is the only advertising award he has ever kept. Neither Alex Bogusky, Jeff Goodby, nor Dan Weiden has one of those.

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In this emotive piece, a man returns back home to his rural village and reconnects with his mom. The moment is punctuated with a coffee consumption shot, but not to its detriment. I wasn’t sure if it was day-to-day work going on or rebuilding after a storm, but I am sure either way that it strongly resonated with many Filipinos ( and at least one American). The beautiful traditional song in the background creates the tone and may be its best asset. SILVER IN FILM CRAFT, BEST USE OF MUSIC NESCAFE CL ASSIC "HOME" TVC PUBLICIS MANIL A

My favorite of the lot, this PSA’s strength comes from a thoughtful irony. I wish we saw more advertising like this in Asia. It is intelligent and touching, and anyone with either a brain or a heart (bonus, if you have both) won’t be able to ignore this simple yet powerful message. SILVER IN FILM, SINGLE CHILDHOPE ASIA PHILIPPINES "GOOD KIDS" TVC BBDO GUERRERO

These four spots containing the same setting, actors and storyline were shot by four different directors from different perspectives. An enormous undertaking, which they successfully pulled off and a prime example that the Philippines makes beautiful world-class films. SILVER IN FILM, CAMPAIGN 21ST PHILIPPINE ADVERTISING CONGRESS "MAGICIAN", "ASSISTANT", "STAGEHAND", "DATE" TVCs DDB PHILIPPINES

This print ad uses a Hemingway reference as an endorsement, and I agree it is a bit of history worth capitalizing on. If it’s good enough for Ernest, it’s good enough for me. The art does well to make me want to read the line, but I wonder if this history might have been a great opportunity for a nice long-copy Neil French inspired ad. (Another famed writer worth capitalizing on!?) SILVER IN PRINT, SINGLE MANILA HOTEL "HEMINGWAY" PRINT AD JWT MANIL A

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CREATIVEREVIEW

Joel Clement, Creative Director, Saatchi & Saatchi Thailand, Bangkok

A driving instructor speaks in sporadic bursts that parody a phone call gone patchy in this simple and fun enough idea playing off budget phone service frustrations. Viewers should be able to identify with the entertaining bit where the student attempts to adjust the man’s posture in pursuit of better reception. SILVER IN FILM CRAFT, BEST SOUND DESIGN RED MOBILE "BOSS" TVC DM9 JAYMESYFU

This business card for an optical shop functions as a magnifying glass. It’s a decent enough idea, yet at the same time, perhaps a little expected? I’m sure the patients of Dr. Roque will find it a clever novelty worth keeping, but as a piece created for award shows or as an outlet for a frustrated creative, feels a bit of a small effort. SILVER IN DESIGN, SINGLE EYE REPUBLIC MAGNIFYING CALLING CARDS BBDO GUERRERO / PROXIMIT Y PHILIPPINES

I like when advertisers give something to the consumer, and this clever art exhibit from Nike does just that while also introducing us to their product innovation. Its a really nice way for a brand to disarm people so that they spend time with the message. My only complaint is that the presentation board doesn’t show enough of the inspiring art, or the signage that explained what it was. SILVER IN OAP PRINT NIKE PHILIPPINES "HYPERDUNK" OGILV Y ONE WORLDWIDE MANILA

january-february '10

CREATIVEREVIEW

Joel Clement, Creative Director, Saatchi & Saatchi Thailand, Bangkok

This Japanese-flavored TVC features a basketball-playing shrimp so tall that his father believes he will have a promising future. Alas, his size is exactly what dooms him to death by tempura. The ad is, as it deserves to be, on the japanese-wacky side, and I’m sure entertaining enough to the target market. Not bad for an oxymoronic brief like “big shrimp”. SILVER IN FILM, SINGLE TOK YO TOK YO WATTA TEMPURA "HULI K A BASKETBALL" TVC CAMPAIGNS & GREY

On this microsite, you get to decorate your own car and use it as an avatar. There’s nothing wrong with that and while it’s not a groundbreaking effort, I imagine Jazz enthusiasts probably had some fun with it. SILVER IN DIGITAL, SINGLE HONDA JAZZ "THE FUN UTILIT Y VEHICLE" WEBSITE DENTSUINDIO

Product displays are usually one of the most boring contact points with a brand, so I can appreciate that they tried to liven it up. Its a tough assignment, but I’m sure it gained shopper’s attention. SILVER IN OAP PRINT COCA-COLA "INVERTED PYRAMID" AMBIENT LEO BURNETT MANIL A

january-february '10

BANG FOR THE BUCK

NYC Dept. of Education, "Million" Droga5, New York

The Brand Million The Client With more schools per square mile than any other place in the world, the New York City Department of Education (NYC DOE) was a beleaguered and bewildered client. The Challenge Considered as the richest country in the world, the United States rates as one of the most tech-savvy in the world. Yet it ranks 20th in the subjects of Math, Science and Reading. Of one million students enrolled in public school, more than one-third will not graduate. Against developed nations in the world, the United Statesâ&#x20AC;&#x2122; AfricanAmerican and Latino students score the lowest. In fact, half of minority

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students will never graduate. As a direct effect, there are more young African-American men in prison than in college. The educational emergency, might as well, equate itself to a civil rights crisis. The Brief To create a student motivational campaign that will turn academics into a brand, and therefore engender desire. Transform school into cool, and make learning into an attractive entity so students can appreciate how education is integral to success. It must also address the clientâ&#x20AC;&#x2122;s commitment to reduce the increasing bipolarity between race and economic achievement. The Strategy Transfer education into the social milieu that students trust, an arena

Case Studies of Effective Creativity The Results

Proof shows students improve their scores based on attendance and grades. The pilot garnered 85 percent participation of eligible students. Two weeks into the campaign, teachers saw improvement in attendance, general attitude towards schoolwork, thus a marked increase in grades. Seventy-five percent (75%) of parents noticed children doing homework, studying with friends, as well as excitement over favorite subjects. The campaign garnered TV and print media mileage through Esquire, Newsweek, Advertising Age, ABC, Bloomberg Television, The New York Times, Conde Nast publications, MSNBC, Creativity, Adweek, New York Post and Fortune. “Million” is now implemented in other parts of New York City, Washington DC, Chicago and New Orleans. Awards Won 2009 Grand CLIO for Content & Contact Gold CLIO Content & Contact Two (2) Black Pencils D& AD for Integrated ANDY Integrated Gold for Titanium and Integrated 2008 Titanium Cannes Lion Credits Droga5's Ted Royer, David Droga, Duncan Marshall, Ben Nott

Agency: Droga5 Art Director: Cam Blackley, Matty Burton, Ben Nott / Copywriter: Cam Blackley, Matty Burton, Ben Nott / Designer: David Park / Executive Creative Director: Duncan Marshall / Creative Director of Digital Media: Scott Witt / Creative Chairman: David Droga / Agency Producer: Craig Batzofin, Thomas Beug Head of Integrated Production: Sally-Ann Dale / Digital Agency: Poke New York Account Handler: Julia Alba

where they are in command. Turn an academic achievement into tangible reward points. The need to be insidious was imperative to the success of reaching kids, by connecting with them in the manner they connected with their friends. It was paramount to gather all the elements to complete an out of the box campaign that could enter the minds of students and participate in their social life—and put their hearts into school. It was necessary for Droga5 to go beyond the staple tri-media, and do something more in-sync with modern communication, very much associated with youth. The Idea No other medium fit the campaign better than the mobile phone. The concept was simple. Give students specially modified mobile phones. To use it, they must earn rewards accumulated through merits based on ratings of school performance. Aptitude to academics, school attendance, behavior, class participation, fulfillment of homework and good grades, when totaled, allow students free talk time and SMS on their mobile phone. To reduce temptation, program the mobile phones with “School’s In” and “School’s Out” modes. The latter deactivates the call and text function of the unit during class periods. At “School’s In” mode, the unit only allows access to education functions.

The concept was simple. Give students specially modified mobile phones. To use it, they must earn rewards accumulated through merits based on ratings of school performance. Thus “Million” became an interactive rewards program. The Execution Snaring Verizon and Samsung, the campaign distributed 3,000 free mobile phones to students of seven pilot public schools in NYC. Beyond the mobile freebies, additional partners like AMC Theaters, Adidas, Apple, Macy’s Foot Locker, Sean John and Virgin Megastores, among others, provided brand goodies tempting enough, to push another hour of hitting the books. Mutually beneficial, the high-end brands provided the requisite funds to mount “Million”. The programming that enabled monitoring, rating, and data consolidation and retrieval cost US$2million to implement. Corporate sponsorship shouldered chunks of the cost, ensuring

the campaign remained funded. Despite being funded privately and running on its own steam, “Million” had critics and skeptics to charm. The public displayed harsh initial reactions, complaining that the campaign’s attack went against the grain of teaching. It questioned what it viewed was waste of money—the exchange of toys instead of tutelage. Explanation of its merits proved heftier than its creation and execution. Already an immense undertaking, “Million” had to be understood by all parties involved, from the New York City Department of Education, Droga5, the student, through the wary parents in the middle, and to the hovering, vigilant public. “Million” encouraged responsible sponsorship funding schools directly so the program can be selfsustaining.

Despite being funded privately and running on its own steam, “Million” had critics and skeptics to charm. The public displayed harsh initial reactions, complaining that the campaign’s attack went against the grain of teaching. january-february '10

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Atom Henares

The Crown Prince of Cool

Successful businessman, the inspiration behind NU107, pillar of the Kapisanan ng Brodkaster sa Pilipinas, family man, fashion plate, man about town, patron saint of rock and roll. There's only one thing this man can't do â&#x20AC;&#x201D; grow old. Here today, here tomorrow, Atom Henares will always show advertising and media executives how it's done. Concept: Quark Henares / Photography: Jessie Pastor / Stylist: Jenny Lao-Pastor Make-Up: Ning Barcelo-Tadena/ Model: Shawn Yao / Production: Fotomojo Photography Studio: Blow-Up Babies

regionalnewsbriefs Leo Burnett gets Grand Prix, plus controversy at the Kam Fan Awards

Hong Kong - Leo Burnett’s “Sweat” Campaign for Life Yoga won Grand Prix at the 25th Hong Kong Kam Fan awards. The agency also went home with the Print Kam Fan award for the same campaign. Some observers noted the strong resemblance between its visuals and those taken by UK photographer John Ross for the Manic Street Preachers’ Lifeblood album in 2004. However the jury stood by its decision. McCann Erickson received the Interactive and Direct Kam Fan for Jet Li’s One foundation and Media Kam Fan for Coca-Cola’s “Happy Whistling Machine” There were no winners in Broadcast, Ambience and Integrated Kam Fan categories. The Kam Fan awards gave out 10 Golds, 23 Silvers and 51 Bronze awards.

JWT tops Indonesia’s Citra Pariwara 2009 for 3rd straight year by Glenn Marsalim

Agency of the Year - JWT

LongXi’s Grand Prix awarded to McCann Hong Kong

Shanghai - McCann Worldgroup Hong Kong’s “Flirting with Sounds” for Elements Shopping Mall bagged the 2009 Grand Prix in the “Break the Rule” category of “Catch Awards” at the LongXi Awards. The agency was also awarded with three Golds for Nike’s “Paper Battlefield”, Elements’ “Flirting with Sound” and Jet Li’s One Foundation’s “One Family One Walk”. Other Gold winners were JWT Shanghai and JWT Beijing for China Environment Protection Foundation’s “Industrial Pollution”, Print category; and Nokia N96 “Bruce Lee’s Ping Pong”, both in TV and Viral categories. At the gala night, LongXi Awards handed out six Golds, 27 Silvers and 45 Bronzes; two Golds, 20 Silvers, 26 Bronzes in “Grand Awards” category; one Gold, two Silvers in “Design Awards”; and three Golds, five Silvers, 19 Bronzes in “Catch Awards”.

Melvin Mangada of TBWA\ Santiago Mangada Puno and his jury chose JWT as Agency of the Year in Indonesia’s top advertising festival, the 2009 Citra Pariwara, which was held last Nov. 20, 2009. JWT earned the honor for the third year in a row, followed by Saatchi and Ogilvy which tied for the 2nd place; Hakuhodo, and Creative Unite completed the top five agencies.

Cheil Worldwide buys Barbarian Group for international expansion

Jury head Melvin Mangada of TBWA\SMP

Seoul - To build its online marketing capabilities and expand its presence in North America, Cheil Worldwide recently acquired The Barbarian Group, a US-based digital creative agency, Media reports. Benjamin Palmer, co-founder and chief executive of The Barbarian Group, said the decision to sell to Cheil was based on the network’s structure and potential for future growth. Established in 2001, The Barbarian offers a range of digital marketing, planning, technology and strategy services.

january-february '10

The Print Ad for Fuji Underwater Camera by Ogilvy was awarded as Best in print medium. Hakuhodo won Best of Direct Promotion for WWF. Finally, a collective force of creative people, CreativeUnite, won Best of Unconventional Media for “Bolbal – IndonesiaUnite”. Surrounded by multinational networks, Creative

Unite is headed by a freelance creative person and is the only entrant without any global affiliation Many winners, especially in the unconventional media category, were activations focused on helping Indonesia become a better place: “Take A Box”, a campaign for poverty created by Saatchi; “Bolbal”, a campaign aimed at helping T-shirt vendors affected by the Marriott/Ritz Carlton bombing in Jakarta, and WWF’s campaign for a greener Indonesia. In the TV craft category, Lynx Film swept most of the awards making it Production House of the Year. Citra Pariwara (“Best of the Best” in Bahasa Indonesia) featured prominent speakers like Jasmine Lee of MNC Kuala Lumpur, Wataru Yamamota of Dentsu Tokyo and many others. The theme, “It’s time to kill Old Tricks”, ran from the changing behavior of consumers elaborately dubbed Generation 2.0, to the need for engagement and relevance. While the number of entries this year has decreased compared to 2008, the jury observed an improvement in the work. The head of all juries, Melvin Mangada was impressed by the print entries and the high standards of the judging that lasted two solid days. While Indonesia is one of markets that produces the

highest number of TV commercials, hardly any TVC was made finalist, let alone a Gold winner. But according to the head of the TV craft jury, Justin Woon, some of the TVC executions were world-class. Worth noting is the up and coming generation who displayed their talent and skills in the Daun Muda competition, the Citra Pariwara version of Young Guns, and BG Awards for students. The output ranged from ideas that help Sumatra earthquake victims; challenging the youth to say "I love you, dad”; gathering support for the Leukemia foundation and many more. Some of these "fictitious" projects are now being planned to be transformed into real campaigns. Despite a slow start of the Awards Night, Citra Pariwara was a warm and friendly event attended by a growing community of advertising and marketing people. This year, there were less of the crème de la crème and more of new faces, giving the evening a fresh mood and feel. For the full highlights of the Citra Pariwara Results, go to www.citrapariwara.org

Glenn Marsalim is Jakarta’s top freelance creative talent and his Bolbal campaign won Gold for Unconventional media.

Piyush Pandey

In a recession, fun is also a currency Written by Jel Tordesillas based on an interview by Cynthia Dayco

When the going gets tough, the creatives get going. In a recession—with its cycle of low sales, tighter budgets, lower wages, less benefits and less work—the young and the gifted naturally seek greener pastures, usually other industries that offer higher wages or a shorter career path. So how can a leading agency like Ogilvy and Mather India solve this problem and still maintain its growth? Piyush Pandey It’s a challenge that Piyush Pandey, executive chairman and creative director of Ogilvy and Mather South Asia and India, faces with alacrity. After all, he is also the self-appointed chairman of Fun. “Yes, the pressure is on. You see, today in India, we’ve got over 500 TV channels. So all are looking for creative people,” he admits, but being an optimist, he finds a way to conquer the competition. First step is to keep the people happy with their job and happy with the people they work with. In other words, maintain the fun in the job, something that professionals need, but often lose in their career.

“I think only happy people do great work, not sad people,” he points out. “We [at O&M] have a number of people who are agents of fun. It’s a very happy place and we find ways and means to cheer each other up, to applaud each other’s work. We can’t keep the laugh away as much as we can.” “I think we’ve been able to retain more than others because of the level of fun. [But] at times we lose people to other creative opportunities, so there is an instinct in these people to express themselves. Sometimes, they would like to write for a movie, sometimes they would like to work for a production house. But by large, those who stay for two years stay at Ogilvy. So we will make them hang in there,” he shares. True to his creative mind, he finds innovative ways to have fun even when the agency tightens its belt. During one holiday, Management realized it could not afford to throw its usual office bash, but that did not deter the Chairman of Fun and his staff. “We came up with an idea with 600 people in the Bombay office, for 70 of them to get food,

There are a lot of talent beyond the metros and other cities, and they’re not exposed to the fact that advertising’s a great profession for 10 people, from home. So that makes it the 700. And we had a party.” The second step is recruiting new talent which in the day of BPOs is getting harder and harder to come by. Pandey looks for potential beyond the big cities to the outlying regions in India. “There are a lot of talent beyond the metros and other cities, and they’re not exposed to the fact that advertising’s a great profession,” he says enthusiastically. Being the first Asian Jury President at the Cannes Lions makes him the perfect person to recruit talent. He is living inspiration that advertising is a profession that can take you places. “Go and share your work, go and share the fun, go and share with them that it’s a decent living.” While many regions are still grappling with the economic downturn, India’s creative agencies show no sign of fluster. “That pressure may be on us, but at the same time, if you look at it, it will be creative work that will help you during bad times,” he says determinedly. To paraphrase that old age adage again, when the going gets tough, the tough get creative.

Leo Burnett Advertising wins Kancils Agency of the Year Leo Burnett Advertising ran away with the plum awards at the Kancil Awards last October 30, 2009 grabbing the Gold award for film for “Funeral” and Agency of the Year awards. The Agency won a total of two Golds, two Silvers, and seven Bronzes. “Funeral”, Yasmin Ahmad’s last TV commercial, won two Golds and a Bronze. The agency’s success at this year’s Kancils was unprecedented, as it did not place in the top ten in 2008. However, Leo Burnett won Gold at the Malaysia Effie Awards for the “Earth Hour 2009” campaign. A Gold award also went to IF/Interactive for “Seconds Away” in digital. The campaign has been a consistent winner, previously winning 11 awards in the 2006 Kancils. It also won a Bronze at the One Show in 2007.

The Kancils awarded Glaxo Smith Kline and the Ministry of Community Development, Youth and Sports, Singapore with the Advertisers of the Year awards. Other Kancils include The Chairman’s Award that went to Ho Kay Tat from The Edge. The Media Personality Award went to R. Nadeswaran of The Sun, while the Young Creative Award went to Davina Chan and Danny Chin of Naga DDB/Rapp. The only dampener in the 2009 Kancil’s has been the absence of BBDO Proximity Malaysia (this year, an awards show favorite with its much-awarded Jeep ads) and Saatchi & Saatchi Malaysia. Both questioned the jury selection and chose not to participate. january-february '10

Carat/Isobar is Network of the Year!

Media’s Agency of the Year Awards 2009

A big night for media agencies; a let-down for the usual suspects

The 16th annual Agency of the Year Awards were handed out by Media Asia magazine last December 2009 at the seven-star St. Regis Hotel in Singapore. It was a black-tie event that revolved around the theme of "Mad Men", with the help of main sponsor FOX One Stop Media. The night’s top honor—the Asia Network of the Year—was awarded to Isobar/Carat, an alliance of a digital agency and a media agency within the Aegis Group. Its trophy was presented by actor William Kartheiser, who plays Mad Men’s Pete Campbell, on video. Judges awarded Isobar/Carat for having an all-around good year in growth, training, with a focus on the “Year of basics” particularly their digital, communications planning skills and staff training. The evening belonged to Carat. Aside from Network of the Year, the managing director of Carat Shanghai, Seth Grossman, took the Account/Business Development Person of the Year, and its Shanghai office won the North Asia Office of the Year. Throughout the evening, many in the crowd were disappointed as the results were announced. Unlike in the last three years, when Ogilvy & Mather consistently won Network of the Year, mainstream agencies saw media agencies win the plum awards instead.

january-february '10

The Regional Agency Head of the Year went to Phil Talbot, CEO of ZenithOptimedia. Jasmin Sohrabji of OMD India was National Agency Head of the Year. Media Planner/Buyer of the Year is Anshuman Purohit of Mediacom Singapore. Despite strong performances in other regional creative, digital and creative award shows this year, the perennial winners, the multinational creative agencies , went home nearly empty-handed. Ogilvy just scored only one metal, when its Mumbai office was named the Agency of the Year for the India and Subcontinent Office. BBDO Asia Pacific was completely locked out, except for the runner up citation for Carol Potter, in competition for Agency Head of the Year for North Asia. Another two-time winner of Agency of the Year, TBWA only received one nomination for Andy Blood, in the Creative of the Year category. Among the global networks, DDB fared better. Tribal DDB, represented by Dirk Eschenbacher, won Digital Agency of the Year. DDB Melbourne, where their regional chairman John Zeigler is based, won the Agency of the Year award for the Melbourne and Australia area. McCann also did well. Spencer Wong of McCann Worldgroup Hong Kong and now national chief creative director of China and Hong Kong offices, took home the Creative of the

Year award. It was a well-deserved victory for this multi-awarded creative whose office scored a Grand Prix in Cannes this year for its Nike poster campaign. For the second year in a row, McCann Healthcare was named the Specialist Agency of the Year. BBH, which was the 2008 Independent Agency of the Year , was declared 2009 Creative Agency of the Year; Publicis was its runner-up. Euro RSCG, with its consistent acquisition of new business, became the Southeast Asia Office of the Year. Its regional executive creative director, Victor Ng, was cited as runner-up for Creative of the Year. “Practically, an unknown entity in the Asia Pacific” last year, PhD Asia Pacific, headed by Cheuk Chiang, took home the Media Agency of the Year Award. Carat was runner-up. This year’s new category in the awards, Midsized Network of the Year went to Iris Nation, Singapore. The awards show also paid tribute to Procter & Gamble’s Deb Henrietta as Client Marketer of the Year and AirAsia as Brand of the Year. The presence of Cannes Lions and Spikes Asia organizer Terry Savage gave the evening some buzz as he promoted the two big awards show for next year. From the Philippines, Lizelle Maralag of the Starcom Mediavest Group Philippines came to the awards show, looking every inch a winner. Earlier that morning, she received her Gold award the 2009 Media Thinking Awards. Organized by Media Asia, the Agency of the Year competition recognizes inspired leadership, management excellence, outstanding business performance and overall achievements in the Asia-Pacific advertising and communications industry.

MEDIA AOY 2009 Spencer Wong is Creative of the Year!

Euro RSCG is South East Asia Office of the Year!

Creative of the Year Spencer Wong with McCann's Michael McLaren

Carat China Starcom Managing Director Lizelle Maralag

Tay Guan Hin and Terry Savage

Angel G. gets a huddle from TBWA's John Merrifield, BBDO's Chris Thomas, and BBH's Charles Wigley

DDB's dual win: Dirk Eschenbacher in the digital category and John Zeigler for DDB Melbourne

JWT’s Top 10 responses to the recession

n 2003, in the wake of 9/11 and amidst the US Senate squabble to attack Iraq, JWT launched the AnxietyIndex, designed to extract consumer insights in key markets worldwide. Anxiety factors ranged from safety and security concerns, crime, health and healthcare issues, economic worries, as well as employment and cost-of-living expenses. Data gathered during high and low anxiety periods equipped businesses to form marketing analyses, and take calculated risks. Taken from 11 markets including the United States, the United Kingdom, Canada, France, Spain, Australia, Brazil, Russia, India, China and Japan, the AnxietyIndex, 2009 edition, reveals that despite the levels still high, there was a general drop in anxiety. Emerging from the recession, US anxiety levels dropped 10 points from 82 percent in November 2008, to 72 percent in the same month of 2009. Asian nations Japan and China were polarized, with the former scoring the highest level at 90 percent, and the latter only at 34 percent. It also followed in intensity, as secondplaced Japan scored 25 percent as very anxious, while China was the faintest at 6 percent. Russia registered most intense anxiety at 38 percent. With the recession declared over, and a number of industries gingerly emerging— battleweary, but in the black—the general outlook entering the next decade of the millennium is that of brisk business, if not a robust economy. The JWT AnxietyIndex edition of “The Best Brand Responses to the Recession” is a ranking of strategic and crafty marketing maneuvers exhibited by some enterprising quarters. Here are the study’s top ten survivors through integrated creative endeavors:

Hyundai Motor America, “Lose Your Income, Return Your Car” “A car commercial that is not about cars, but about the people who buy them.” Instead of car insurance, Hyundai Motor America sold assurance as a premium. If the customer lost their job and was unable to pay for the car, the customer could return it, and the car company would accept it. When majority of its competitors lost sales of up to 50 percent, Hyundai Motor America was the only car dealer in the US that increased sales (2.6 percent) during the recession. It increased its market share by 2.2 percent, and ended 2009 at 6th place as the largest automaker in the US based on sales volume.

closely on the Live Unbuttoned campaign theme. Copy read: “Unwish. Act. Undream. Realise. Unplan. Plunge. Uncrave. Have. Unwait. Go.” Considered revolutionary in terms of apparel marketing, the “Live Now” campaign generated remarkable consumer action, as well as media mileage. Noting an increase on the average bill value to about US$20, 60 percent of HDFC credit card customers got their hands on those jeans using the equal-terms payment.

2. Levi’s, “Live Now, Pay Later”

Regarded as a high-end, aspirational brand in India, the denim-apparel manufacturer sustained its sales by partnering with a bank credit card company. One of India’s big-name banks, HDFC, offered a monthly lay-away in equal payment terms. Levi’s supported the marketing drive of “Live Now” with print ad material that worked

january-february '10

The Economic Times, “Power of Ideas” It isn’t everyday that a major news daily holds back on the doomsday scenarios. In the face of global recession, The Economic Times inspired people to submit ideas on entrepreneurship instead. By conducting a business competition, the daily newspaper

industry. It was very successful that the government ran out of clunker cash and had to close shop early. “Cash for Clunkers” caused the sales of 700,000 cars. General Motors and Ford added factory shifts to supply the demand. Sales of durable goods rose to 22.3 percent in the 3rd quarter of 2009, against a decrease of 5.6 percent in the 2nd.

encouraged positive attitude, and right action, and provided the proper venue for it: a website that transformed into a hub of interactivity. The website received over 12,000 ideas, of which 254 business ideas became mentored by professional entrepreneurs. The campaign’s print copy reads: “Chances are, next time the economy slows

5. JetBlue, “Bigwigs: Making Jetting

Newsworthy” JetBlue was quick in hitting the bullseye in their target market: the under-fire CEOs. Churning out TV ads that parodied their reviled lifestyle, the enterprising airline employed wit and class in deploying guerilla-style tactics in attracting their intended audience. Against their competition, JetBlue saw earnings in three consecutive quarters. When other airlines laid off staff and decreased flights, JetBlue hired 2,300 workers, added eight additional destinations, and shrugged off (a bit) of the stigma heaped on “spoiled-rotten” corporate head honchos.

ads that read: “What’s the first mistake businesses make?” Driving home the point that businesses that increase ad spend during a crisis are first to experience a windfall when the economy returns to normal, the Financial Times employed an original idea to encourage ad placements in its pages. The campaign’s success includes a Gold CLIO for Billboard. 8. Woolworths Ltd.,

“We’re an Employer” While its UK operations went into a grinding halt, Woolworth’s Australian counterpart drove into the recession wilderness and faced the anxiety enemy with headlights on. It announced new store openings, and created 7,000 jobs. With job loss the top anxiety factor for Australians, Woolworth’s branded itself as an employer. As the continent’s largest supermarket retailer, Woolworth’s exuded the right pragmatism that allowed an increase of 3.8 percent of year-over-year sales, reaching US$11.5B.

6. Portuguese Red Cross, “Store+ The

Store that Sells Hope” Credit the Portuguese Red Cross with the creativity to literally sell hope. In a mall in Lisbon, the charity set up shop and stocked up on hangers and shelves tagged and labeled with cards that read: Hope. At €10 each, “Hope” physically materialized and became an attractive, alternative, and best of all, altruistic Christmas present. Hope just made a jump from people’s hearts and minds, and landed in people’s hands, as well. Where it normally employed guilt, the Portuguese Red Cross deployed optimism. Hundreds of people attended the store’s opening night. On opening day, the shop registered in the mall’s top ten sales. The shop caused the mall to open longer hours, and extended its lease. Not only did it raise funds, it raised awareness as well. Creatively, “Hope Store” won a Cannes Lion Gold for PR, two Silvers for Direct and another Silver, plus a Bronze for Promo.

down, you perhaps won’t notice.” The Economic Times tapped into the very spirit of Indian entrepreneurship, and into the collective feeling in Indian business that the country is determined to turn the recession into opportunity. 4. The US Government, “Cash for

Clunkers” To save the US automobile industry from total collapse, the government offered “Cash for Clunker” where people could trade in their old, four-wheeled gasguzzlers for huge discounts off the purchase price of modern, environment-friendly models. The campaign not only pushed the sales of alternative-energy models, it succeeded in pumping the cash into an ailing

Financial Times, “Global Downturn” From broadsheet to billboard, the Financial Times crossed media and entered outdoor. The major daily took over empty billboard spaces in the UK recently vacated by recession-hit companies, and put in its

Caixa Economica Federal, “Lottery”

Turning its credit card into a lottery ticket, Caixa Economica Federal tapped into psyche of its clients, and invested in the faith they placed on lottery, to increase consumer confidence in credit. Use of the bank’s credit card corresponded to lottery tickets—and as the prize, the bank would pay the credit card bill. The more spending, the greater the chance of winning the credit purchases. 10. American Express, “O P E N” With the recession over, recovery was next on the agenda. American Express was first to identify the next batch of industry bigwigs in the small enterprises. By spotting the potential in the new entrepreneurs (the most powerful force in the economy), American Express provided the perfect arena for them through OPENForum a business social networking site for the innovators of change to connect through it. American Express has partnered with other organizations to support small businesses, supporting programs like “Shine a Light” which awards US$100 thousand in grant and marketing support to fledgling companies. From September 2008 to September 2009, OPENForum increased from 68,000 to 355,000 unique hits. More than 4,000 send entries to the “Shine a Light” competition. january-february '10

ADFEST ups the ante by bringing The Cup 2009 and John Hegarty

s part of this year’s ADFEST, delegates will attend not one but two awards shows: The Lotus and The Cup 2009. The Cup was established in 2007 by the world’s three biggest regional advertising festivals: Asia Pacific’s AdFest, Ibero-America’s FIAP and New Europe’s Golden Drum. The Art Director’s Club of Europe has also joined as a participating festival. Jimmy Lam, president of AdFest, said: “The Cup is a truly inter-continental awards using a very different approach. It is a very forward-thinking show because the awards are not judged according to media category, and only the winners of each participating festival are eligible to win. The Cup is not just another awards show. Its spirit of ‘local genius’ and the participation of four regional festivals makes it very unique.” To lead The Cup Jury as grand jury president, advertising legend Sir John Hegarty returns to Thailand for a second year. He represents the Asia Pacific region on The Cup’s jury along with Prasoon Pandey, director at Corcoise Film in Mumbai, and Suthisak Sucharittanonta, chairman and chief creative officer at BBDO Bangkok. “It is a real honor for ADFEST to host The Cup to Asia and to invite Sir John Hegarty back to Thailand to share his knowledge with the region for the second year running. We are also honored to see two more of our 2009 Jury

Outdoor Lotus Jury President

Sheung Yan Lo As executive creative director for North East Asia at JWT and Chairman of JWT China, Sheung Yan Lo is considered one of China’s most inspirational creative executives. Known as ‘Ma Yan’ amongst his peers, Sheung Yan Lo was recently named as one of 30 of the most outstanding industry leaders in China over the last 30 years. “ADFEST is the award show which best represents the diversity and creativity across the region. To be the Jury President of Outdoor allows me to work with the best judging panel, to see the best work, and learn,” says Ma Yan. Born and raised in Hong Kong, Ma Yan joined JWT Shanghai in 1996. JWT Shanghai is now the only agency that has won the Grand Prix four times in the history of the China Advertising Awards.

january-february '10

Presidents, Prasoon Pandey and Suthisak Sucharittanonta, return to judge The Cup, which is unique to any other global advertising festival in the world,” said Lam. The complete 2010 Jury Panel for The Cup includes: Milka Pogliani, Chairman and Executive Creative Director at McCann Worldgroup in Italy Jury President Michael Conrad, President of Berlin School of Creative Leadership, Switzerland Celso Loducca, President of Loducca Publicidade, Brazil Franco Moretti, ADC*E President, Group Chief Creative Director, Leo Burnett, Italy Jesus Muñoz, Founding Partner at Casadevall y Muñoz and Partner at Casadevall y Quintero, Spain Johannes Newrkla, ADC*E Board, Founder and CEO, Bluetango, Austria Sir John Hegarty, Worldwide Creative Director of Bartle Bogle Hegarty, UK Dörte Spengler-Ahrens, Managing Director, Jung von Matt/ Basis GmbH, Germany Prasoon Pandey, Director of Corcoise Film Mumbai, India Stefan Schmidt, Chief Creative Officer, TBWA\Group Germany Suthisak Sucharittanonta, Chairman & Chief Creative Officer, BBDO Bangkok, Thailand

ADFEST 2010 ADFEST is bringing some Latin heat to this year’s festivities, starting with its 2010 grand jury president of the 2010 Lotus, Brazilian advertising star Washington Olivetto. As creative director and president of Brazilian agency W/, Olivetto was elected the most awarded creative of the past 20 years by Globo, Brazil’s largest T V network, and has twice been elected Advertising Man of the Century by the Latin American Advertising Agencies Association.

Panel for the Film & Radio Lotus categories, as well as the INNOVA, 360 and LOTUS ROOTS Lotus Awards. He will also host a seminar at ADFEST, sharing invaluable insights about creating advertising that shapes culture. In 2009, Olivetto entered the Ibero-American Advertising Festival’s Hall of Fame. He is also the author of three bestselling books, which describe his terrifying experience of being kidnapped for two months in Brazil in 2001.

W/ Brasil’s Olivetto raises both bar and temperature as grand jury head Very famous in Brazil, pop songs have been written on Oliveto, proof of advertising’s major influence on popular culture when it is embraced and celebrated by the consumers who view it. As Grand Jury President, Olivetto will over see the Jury

In this interview, Olivetto tells adfest what he thinks of advertising in Asia. Why did you agree to be the Lotus’s grand jury president at ADFEST 2010? Accepting this invitation allows me to analyze and review Asian

advertising. Many of the really new and inspiring things in global advertising have sprung up in Asia in the last few years. It is advertising that always surprises us – and very favorably.

Brazilian advertising. If I were to cite the name of only one American and one Englishman that influenced me, I would cite Ed McCabe and John Webster.

Why has W/Brasil created so many award-winning campaigns? W/Brasil’s strength is making campaigns with strong ties to Brazilian pop culture. Our agency is the title theme of a song by the world-famous singer-composersongwriter Jorge Ben Jor. He composed the song “W/Brasil” in homage to our agency in 1990—it has already sold millions of copies and is still being sung by all Brazilians.

In 2001, you were famously kidnapped for two months. What did you learn from the experience? It was a very difficult experience that I decided to overcome as soon as it ended. What changed in my daily life from then on was that I began to live with a securit y system that was totally new to my life. It is not nice, but it has become something necessary. This experience taught me that I had hidden somewhere deep inside of me a capacit y to overcome hardships that I myself ignored I had.

What is the proudest achievement of your career? More than the Golden Lions I won at Cannes or the Clio Grand Prix awarded to me, my greatest professional pride is the fact that I create many advertising campaigns that, in addition to selling products and building brands, have accomplished one of my noblest ambitions: become a part of the popular culture of my country. I also prize myself that, owing to that work, I have become one of the best-known and most respected persons in Brazil, with a status very similar to that of a pop hero. Which person has played the biggest influence on your career? The large majority of Brazilian admen were tremendously influenced by the excellent American advertising of the 60’s (the DDB generation) and the fantastic British advertising of the 70’s. Those influences, added to the inbred features of the Brazilian people (a result mostly of the phenomenon of miscegenation), have generated the peculiar personality of

When do you come up with your best ideas? I get my ideas from life itself. I transform them into advertising and I return them to the mainstream. In Brazil, are you considered a celebrity? Brazilian people are very sensitive, sensual, musical and well humored. Thanks to all these characteristics, Brazilian people are quite receptive to good advertising and, consequently, admen are widely acknowledged and acclaimed by all. I cannot deny that I am a celebrit y in Brazil, and that is because this exposure of admen to public notice was set off by me many years ago, and since I am still very much in activit y, my own visibilit y and celebrit y have grown with time. How would you define ‘success’? The best thing about success is that it gives you the opportunit y to be friends with your idols.

Direct Lotus Jury President

Ravi Deshpande One of India’s most celebrated advertising creatives, Ravi Deshpande is famous for building Contract into one of India’s most awarded agencies after joining the agency in 1987. Within a few years, he led the agency to win over 400 local awards for creative excellence along with awards at ADFEST, Cannes, One Show, D&AD, Clio and other global festivals. “I’m very excited about being Jury President at ADFEST. They say necessity is the mother of invention, and I think the Global Financial Crisis has created a situation where being innovative is imperative. We are either creative or we perish. At ADFEST 2010, I expect to see work that is more responsible as well as being highly creative,” says Deshpande. Deshpande has been recognized for his “Outstanding Contribution to the advertising industry in India” and honored as one of the six living legends of Indian advertising in the last 50 years by the Advertising Club in Madras. In 2005, Deshpande re-joined Contract as chief creative officer after he launched an agency called Lemon. In 2008, he was promoted as Chairman at Contract. Under his leadership, Contract is emerging again as one of India’s most promising agencies, with a steadily expanding roster of national and multi-national brands. january-february '10

ADFEST 2010

Cyber Lotus Jury President

Brett Mitchell

As Digital director at Droga5 Australia, Mitchell is excited about attending ADFEST for the first time in March 2010. “ADFEST showcases a great diversity of work, which is created in dramatically different cultures from Australia to Japan to India and back to New Zealand. This in itself is interesting. I’m really looking forward to seeing what’s new in the region, and discovering work that hasn’t been seen elsewhere in other global awards shows, while meeting like-minded people who are truly taking a different angle with their work,” says Mitchell. Mitchell began his career in music and toured the world with famous bands like Depeche Mode, New Order and the Pet Shop Boys.    After a long stint in New York, Mitchell returned to Australia before joining Droga5 as Digital Director in late 2008.   In less than 12 months, Mitchell has played a pivotal role in building Droga5 Australia’s Cyber reputation by launching award-winning campaigns for Virgin Mobile, Victoria Bitter and V Australia.  In December 2009, Droga5 won Australian Agency of the Year at the prestigious Australian B&T Awards, less than two years since opening in Sydney.

Press & Lotus Jury President

Ted Lim

Executive Creative Director and Deputy Chairman at Naga DDB Malaysia, Ted Lim, has transformed Naga DDB into Malaysia’s most consistently awarded creative powerhouse.   “There’s something about ADFEST that makes giving up family and friends for three long days to look at thousands of ads all worthwhile. Learning and sharing with some of the sharpest creative minds in the business is rewarding, enlightening and humbling at the same time. I hope to see big ideas that will make me feel small,” says Lim who has judged at ADFEST twice before in 2005 and 2008.    Under Lim’s guidance, Naga DDB picked up Malaysia’s first D&AD Yellow Pencil and has won awards at Cannes, Clio, The One Show, AWARD, ADFEST and the Effies. “Ted is one of Asia’s most experienced creative directors, and he will undoubtedly make a very wise and knowledgeable Jury President. His appointment affirms ADFEST’s commitment to securing the world’s top creative professionals—not just in Asia but the world— to judge each year’s event,” says Jimmy Lam, President of ADFEST.

january-february '10

entaro Kimura has seen the world, and he loves it. He barely had his marketing degree in his pocket when he decided to take a year off to travel. “At the time, the yen was strong, and there was no big war in the world. Transportation was easy,” he recalls. He traveled to more than 30 countries, from Asia to Europe to the Americas. “I saw a lot of different things in many countries, and the diversity of things,” he says. Returning to Japan, he wondered what he would do. He found himself drawn to advertising, joining the renowned agency Hakuhodo. He started out in strategic planning and eventually made his way through creatives and media development. “Advertising was great for me to find out the new value or point of view…undiscovered deep inside the brain,” he shares. “To find something, and to change something.” Kentaro acknowledges learning a lot from his bosses and colleagues early in his career. But as he saw it then, his career was either to be a master of advertising, or be a master of marketing. “I wanted to do everything,” he says. “Hakuhodo is a great company to do just that…the wall between divisions is very low in Hakuhodo…so we can learn and try.” A restless nature feeds his creative impulse. “I like going around,” he admits, “curiosity is the big engine for creating ideas for me.” In 2006, he started Hakuhodo Kettle. He took the development of creative solutions away from the so-called “bucket system” of defined work specialization. “That’s okay, that’s efficient,” he says of the old bucket system. “Traditional. [But] ideas can be born from anywhere.” And so the bucket stopped at Kettle. Instead of the usual work flow, Kentaro got an entire team together right from the beginning of every project. He envisioned Kettle as a creative shop totally different from a traditional agency. Hakuhodo nevertheless backed Kentaro’s brainchild. “There is one crazy board member and he allowed me to do [it],” he laughs. As its name suggests, Kettle boils up innovative campaigns and pours these out to clients. “Kettle is not only [about] advertising,” he explains. “The solution can be outside the advertising field.” Kentaro’s resume includes a 2001 Grand Trophy and a 2007 Gold for Advertising Marketing Effectiveness at Peace Mirror the New York Festival. In 2008, he added two D&AD Yellow Pencils: one in the inaugural Mobile Marketing category for “World’s Worse War!” a web-game for the Habanero snack brand, and another in the Online Advertising category for “Color Tokyo!” for Sony Bravia.

EXCLUSIVE Kentaro Kimura His Kettle boileth over Written by Harry Mosquera from interviews by Angel Guerrero.

Among his most innovative work is Shiseido Skincare’s “Peace Mirror,” which received a Silver in the Direct Lions and a Gold Spike. The interactive campaign ingeniously presents a 3D image of the user (whose image was captured while she registered) just like a mirror’s reflection while downloading tips from the Shiseido website, or dialing a hotline. This made women relate not only to the product, but more importantly, with themselves. The campaign resulted in 800,000 hits in a month, and increased sales by 29 percent. “Our core idea was the mirror,” he explains. “I sit down in front of this electric mirror just uploading my photo. The mirror blinks, laughing, speaking. Like a magic mirror. Like Snow White! Because the true moment of skin care is in front of the mirror.” He acknowledges that the highly literate culture and advanced digital infrastructure of Japan makes non-traditional campaigns like Shisheido’s possible. While most other advertising creatives elsewhere in Asia dream of working in an experimental, highly creative environment with supportive clients who believe in them, Kentaro contends that his experience is no different. Color Tokyo

“It’s the same,” he claims. “We’re [always] challenging, struggling.” In the Sony Bravia campaign, Kettle tried to convey the superior color performance of its television sets by focusing on its LED technology and connecting it with the personal computer. “We [wanted] to offer the experience of color because color is interesting and makes our [life] more pleasant,” he says. Sony did not end up spending much money for the campaign. “It’s very cheap,” Kentaro affirms. “[But] the point of the campaign was we don’t use [traditional] ad media. Just buzz and the internet… just have the whole ad in the building… more than 200,000 people saw the idea.” So how did Kettle earn its keep? “We don’t sell media,” Kentaro reveals. “Kettle is 100 percent planning fee and implementation fee.” As creative director and co-chief executive officer of Hakuhodo Kettle, Kentaro no longer has much time to travel. But he tries to give some time for his other hobbies: backpacking, yoga, composing music, creating videos and camping. With Kettle boiling over with success after success, Kentaro lives and breathes his motto: “More than a professional to complete the mission, be a professional that makes the mission enjoyable.” january-february '10

Ebe Dancel

Raimund Marasigan of Sandwich

Chef Laudico with Lourd de Veyra

Pulp's Vernon Go

Sarah Gaugler

NU 107 Rock Awards ’09:

High Definition

Kat and Joel Limchoc

October 30 World Trade Center From an intimate affair to the hippest gig in town, the NU107 Rock Awards is the music event of the year, every year. “NU 107 Rock Awards ’09: High Definition” last October 30 returned to the World Trade Center. where by Atom Henares and son Quark, played charming hosts, while awarding the year’s chart toppers, standout artists, and music movers. Up Dharma Down

Radio stations come and go, but NU107 exhibits a staying power that eludes many of their counterparts. Sixteen years of the Rock Awards, and NU107 is still blasting rock. Not a bad way to get tinnitus. photographs by Mark Terence Sy Tim Yap, Quark and Atom Henares

Ely Buendia

globalroundup Interpublic Launches New Micro Site Focused on Pro Bono Activity

New York - Interpublic Group adds interpublic.com to its website which features pro bono work created by its agencies. The new site, interpublicgivesback.com, can be accessed independently or via interpublic.com. The site features brief case histories of work that Interpublic agencies have recently completed for not-for-profits and community groups including civic organizations, educational and health causes as well as arts organizations. Cases on the website include: Mullen’s “Buzzed Driving” campaign, the most successful PSA campaign in the Ad Council’s history; Draftfcb’s work with CityHarvest; Weber Shandwick’s partnership with the Moyer Foundation; and Fitzgerald+CO’s integrated work for the National Kidney Foundation that helped establish a consistent national brand for the group

Grey Global Group

How to go from neutral to red-hot?

Written by Jel Tordesillas from an interview by Cynthia Dayco

Michael Heseltine hands over Haymarket business to son Rupert

London - Michael Heseltine, the founder and executive chairman of UK’s largest independently owned publishing company, Haymarket Media Group, has handed over the business to his son Rupert Heseltine, according to a report from Media. Although he continues his role as chairman of Haymarket Group, the holding company for Haymarket Media Group, complete day-to-day running of Haymarket’s international publishing and events operation is now with his son Rupert. Founded in 1957, Heseltine ends more than fifty years of being on top of Haymarket Media Group.

2009 International YoungGuns Awards winners announced

Singapore - Michael Canning of Leo Burnett Sydney was named the 2009 “YoungGun of the Year” at the International YoungGuns Awards. He also won two Gold Bullets for the WWF “Vote Earth” global campaign, as well as Canon “Photochains” and McDonalds Australia, all created along with creative partner Kieran Antill. On the same night, Leo Burnett Sydney was awarded as Agency of the Year, while Leo Burnett Worldwide was named the 2009 YoungGuns Network of the Year.

Coca-Cola gives its juice brands a new look

Global - Coca-Cola unveiled a new visual identity for its global juice portfolio, Media reports. The redesigned packaging reflects the historic logo and color scheme of its leading juice brand Minute Maid, bringing a unified look and feel to its global juice lineup. Affected brands internationally include Del Valle, Andina and Cappy. The new design, for implementation to more than 100 juice and juice-drink brands across 145 countries, is intended to improve on-shelf standout. The revamp started in the US last year; other markets to follow this 2010.

january-february '10

Grey network's global creative chief Tim Mellors

Grey is a global advertising network. Grey is also color, albeit not a very vibrant one. Perhaps that’s why the network’s global creative chief, Tim Mellors, looks to Asia, to give it some much-needed punch. His primary goal is the change the perception of Grey from that of an effective brand builder, to an effective and creative brand builder. “We’ve always been a good business agency. We were known to be clever business people, and we’ve always been good on the effectiveness,” he explains. “For the last four, five years, we’ve been the biggest winners of the EFFIES in Europe. This year, we’ve got the gold in New York, in America. So we don’t have problem on effectiveness.” It’s Grey’s creativity that’s often taken for granted. “If I went up here into this group of people and say: ‘Who do you think came tenth in the

whole world, in the number of Lions won? Which is the tenth most creative agency?’ How many of them would say Grey?” Undaunted, this man with a sunny smile figures it’s just a matter of time before perception catches up with reality. “If I can get three or four Lions from this area, by the next Cannes [Lions competition], then we can go right up. We can go fifth or sixth [from tenth] which in three years will be a hell of an accomplishment for us. So that’s my agenda,” he says. Even though Mellors is a Brit, leading Grey Worldwide North America and the rest of the Grey Global Group from his base of operations in the US, his new “agenda” starts with the region below the equator. Right now, he’s circling the Asia-Pacific, to get a sense of the cultures within, and the young creatives that Mellors believes to be the linchpin to his plan.

“They’re so keen to get on to the business. Their enthusiasm…they ask questions, they’re opinionated,” Mellors commends. “To them, everything is fresh. “I’ve got this Worldwide Creative Council, I’m gonna assign each council member to nominate three kids from their area to be sent to the Cannes… And then, I’m going to bring them all together in a thing like this [creative workshops], to have a kind of feedback session for the young creatives who go.” It’s a long-term investment but Mellors is confident—it will pay off. “What’s gonna happen now is the people from Asia, creative people, will start to become worldwide creative directors and will start moving to New York, London, Paris, Australia.” Once that happens, Grey’s solid business reputation won’t look so safe and neutral anymore.

BBDO network tops The Gunn Report for the 7th time For the fourth year in a row, BBDO is The Gunn Report’s most awarded agency network in the world. It’s the network’s seventh win in the 11-year history of The Gunn Report. DDB comes as a distant second with two such victories. This year, DDB lost to BBDO by 40 points. Twenty-seven different BBDO offices contributed to this success, with work for 69 different clients. Its mantra, “the work, the work, the work” must still...work. Six BBDO agencies were ranked among the Top 50 Most Awarded individual agencies in the world: Almap BBDO was no. 2, and no. 5 in the rankings of Interactive award winners; BBDO New York was no. 7; AMV BBDO ( no. 9); BBDO/Proximity Malaysia ( no.15); CLM BBDO ( no.29); and BBDO Argentina (no 44).

It also boasted the two most awarded print campaigns in the world: for Jeep (created by BBDO/ Proximity Malaysia) and Alka-Seltzer (created by CLM BBDO). Moreover, it claimed the no. 9 most awarded TV commercial in the world, for Volkswagen by Almap BBDO, who also created the 11th best interactive ad of the year (for Greenpeace). Colenso BBDO’s Treehouse campaign for Yellow Pages finished as 13th most-awarded “All Gunns Blazing” (aka an Integrated campaign). Contributing to the total score were 29 other offices all over the world, including BBDO Guerrero in the Philippines. BBDO Worldwide CEO Andrew Robinson said in an internal memo, “I could not be more proud of this network, or more grateful to the extraordinary people who have worked so hard to make this happen.”

Alka Seltzer "Dissolve Your Problems" Print Campaign, CLM BBDO

including Mediaweek, Adweek and Brandweek. Also on the list are Backstage, Billboard, Film Journal International and The Hollywood Reporter. Nielsen also sold its 50-yearold icon, the Clio Awards. The buyers are new in town. e5 Global Media Holdings, LLC is a joint company established only in 2009. It is made up of Pluribus Capital Management, a private equity company, and Guggenheim Partners, a financial services firm.

We remain committed to building our trade show group and affiliated brands. These assets continue to be a key part of The Nielsen Company's overall portfolio.

Nielsen bids adieu to publications, film expo business and Clio Awards One of the biggest names in media and research bites the bullet and sells its major titles. Eight brands from Nielsen Business Media

transferred to its new publication on December 31, 2009. Nielsen’s Media and Entertainment Group lets go titles

e5 Global Media also acquires Nielsen’s Film Expo titles ShoWest, ShowEast, Cinema Expo International and CineAsia trade shows. Crossing over is Gerry Byrne, senior vice-president of Media and Entertainment at Nielsen Business Media, taking the role of consultant to e5 Global in January 2010. Nielsen closes Editor & Publisher and Kirkus, two publications that e5 Global Media was not interested in buying. The former is the oldest publication on the

newspaper industry established in 1884, while the latter produces more than 5,000 yearly reviews on all publications genre. Total acquisition is reportedly more than US$70 million. Nielsen retains Contract Magazine and Progressive Grocer, among other titles. In a letter addressed to industry colleagues, Nielsen Business Media president Greg Farrar, writes: “This move will allow us to strengthen investment in our core businesses—those parts of our portfolio that have the greatest potential for growth—and ensure our long-term success. “We remain committed to building our trade show group and affiliated brands. These assets continue to be a key part of The Nielsen Company's overall portfolio…positioned to grow as the economy recovers. In addition, we'll continue to assess the strategic fit of our remaining portfolio of publications.” january-february '10

The Cannes Report 2009 The first and last word on the Lions

ith the rise of league tables like The Gunn Report and Campaign Brief Asia Rankings, gone is the simple thrill of just bringing a trophy home. Now, it’s all about statistical analysis and insight. Some ad agencies even talk about awards strategy, with as much gravity as creative and media strategies. So it was that the organizers of the Cannes Lions, ostensibly the most prestigious and most competitive show in the world, published the first Cannes Report. “We want to clear up the confusion by publishing the official Cannes Lions ranking, and making the calculations absolutely transparent,” wrote Philip Thomas, CEO of the Cannes Lions International. To provide analysis, the group teamed up with Campaign (sister publication of Media). The result is 172 pages of tables, rankings, with detailed commentary. The rankings are broken down by major awards (Network of the Year, Agency of the Year, etc.) and then by medium/category, and by geography. Moreover, if you’re dissatisfied with your current standing, you can learn how to improve them in time for next year’s competition. The report comes with needed advice from the selected jury heads and members and lessons from the seminars. It’s a lot like being there at the Cannes yourself, except it doesn’t come with a chilled bottle of rose. NETWORK OF THE YEAR: BBDO BBDO’s grip on the title has almost become embarrassingly tight. So far, the award has been given three times, and each time, BBDO was the one that claimed it. It’s a testament to the power of its philosophy—The Work The Work The Work—especially since BBDO does not have a global creative director. Its firstplace ranking is the result of a whopping 21 offices, winning 52 Lions on work for 34 clients, across all categories. So which is most likely to chip away at BBDO’s veneer of invulnerability? Perhaps its the consistent and close second runner up—DDB. But don’t rule out Leo Burnett, which edged Saatchi & Saatchi out of third place in 2009. AGENCY OF THE YEAR: DDB BRAZIL This year, Sao Paolo rules, with two of its agencies taking first and second place. It’s no surprise that Brazilian agencies have been winning awards since the Seventies.

january-february '10

Moreover, Brazil is the world’s ninth largest economy, and advertising is a big part in driving it. That DDB Brazil in no. 1 and AlmapBBDO is no. 2 is no shock either. It’s just DDB and BBDO jockeying for pole position again, as these networks always do in the Cannes Lions arena. In fact, seven out of the Top 10 agencies are either DDB or BBDO. This year, DDB Brazil won nine Lions (two Golds, four Silvers and three Bronzes), although only six counted towards its ranking. INTERACTIVE AGENCY OF THE YEAR: GOODBY, SILVERSTEIN & PARTNERS, SFO You read correctly. The Interactive Agency of the Year is a mainstream creative agency, which means that it has managed to integrate digital into the center of its creative process. The San Francisco-based agency won more Cyber Lions than any other agency: two Golds, two Silvers and two Bronzes. Crispin Porter comes in second with its Burger King “Whopper Sacrifice” and “Collapse.” DIRECT AGENCY OF THE YEAR: SHACKLETON, MADRID Shackleton Madrid has won this recognition three years in a row. In 2009, it earned it by winning two Golds and two Silvers, edging out CumminsNitro which won the Direct Grand Prix with the “Best Job in the World for Tourism Queensland. What’s most interesting about this category is that the award-winning camapaigns looked nothing like traditional DM campaigns. Most had an online element, and many added events, PR and even film to the mix. MEDIA AGENCY OF THE YEAR: DENTSU TOKYO Always the bridesmaid, never the bride? Denstu can finally say, “No more!” A fullservice agency, it scored a Gold for Sony’s “I wish I could be true to myself” where a paired set of phones could be placed side by side to view a movie completely. It also scored Bronzes for its “Roots” canned coffee book campaign and its Uniqlo parka series, HIGHEST RANKED ADVERTISERS OF THE YEAR Most of the names on this list are familiar to Cannes Lions, but this the first time that Procter & Gamble tops the list. It does so with with more Lions to its name and the highest number of individual campaigns earning points—15 Lions, 12 campaigns, including the Cyber Lion Grand Prix for Pringle’s “Can Hands”.

BBDO's David Lubars with Angel Guerrero

Network of the Year Rank

Network

1 2 3 4 5

BBDO DDB LEO BURNETT OGILVY & MATHER TBWA\

DDB Brasil

Agency of the Year (Film, Press, Outdoor, Radio) Rank 1 2 3 4 5 6 7 8 9 10

Agency DDB Brasil, São Paulo • Brazil AlmapBBDO, São Paulo • Brazil DDB&CO, Istanbul • Turkey DDB LONDON • UK MARCEL PARIS • France BBDO NEW YORK • US CLM BBDO, Boulogne-Billancourt • France OGILVY JOHANNESBURG • South Africa DDB PARIS • France SAATCHI & SAATCHI, New York • US

Direct Agency of the Year Rank 1 2 3 4 5 6 7 8 9 10

Shackleton, Madrid

Agency SHACKLETON, Madrid • Spain CUMMINSNITRO, Brisbane • Australia LUKAS LINDEMANN ROSINSKI, Hamburg • Germany HAPPINESS BRUSSELS • Belgium GOSS, Gothenburg • Sweden SAATCHI & SAATCHI, London • UK BMF, Sydney • Australia BOONDOGGLE, Leuven • Belgium DDB GERMANY BERLIN • Germany DROGA5, New York • US

Media Agency of the Year Rank 1 2 3 4 5 6= 6= 8 9 10

Interactive Agency of the Year

Agency

Rank

DENTSU, Tokyo • Japan SHALMOR AVNON AMICHAY/ Y&R INTERACTIVE, Tel Aviv • Israel FAMOUS, Brussels • Belgium HAPPINESS BRUSSELS • Belgium TBWA\ GERMANY, Berlin • Germany MEDIAVEST USA, New York • US PAGES BBDO, Santo Domingo • Dominican Republic JWT JAPAN, Tokyo • Japan OMD, New York • US OMD, Sydney • Australia

1 2 3 4 5 6 7 8 9 10

Agency GOODBY SILVERSTEIN & PARTNERS, San Francisco • US CRISPIN PORTER + BOGUSKY, Boulder • US BOONDOGGLE, Leuven • Belgium 42 ENTERTAINMENT, Pasadena • US CRISPIN PORTER + BOGUSKY, Gothenburg • Sweden THE VIRAL FACTORY, London • UK FORSMAN & BODENFORS, Gothenburg • Sweden AKQA, London • UK BBH London • UK BASCULE, Tokyo • Japan

No. 2: CumminsNitro

No. 2: Volkswagen

Most Awarded Advertisers Rank 1 2 3 4 5 6 7= 7= 9 10

Advertiser PROCTER & GAMBLE VOLKSWAGEN IKEA THE ZIMBABWEAN TOURISM QUEENSLAND NIKE LION NATHAN AUSTRALIA WWF T-MOBILE UNILEVER

Grand Titanium Prix PR

1 3 1

Gold

Silver

Bronze

Total Lions

Shortlist

3 1 1 5 3

2 2 3 1

9 10 7 2

4 2 2 3 1

3 3 3 3 6

15 13 11 9 8 8 8 8 8 8

29 27 9 0 1 14 22 3 3 18

3 2 2 1

The calculations are based first on the total number of Lions awarded in any one year to one client or advertiser across all entry sections. In the event of a tie in the number of Lions awarded to a client or advertiser, the rank d the Lions is considered next. If there is still a tie, the advertiser with the most shortlisted entries is taken into consideration. january-february '10

World AIDS Day

Social media spins the story for a new generation Nike "Lace Up To Save Lives"

The Living Proof Project, Act against AIDS, Keep A Child Alive, and, of course, RED. To do their share of campaigning, Filipino activists wore nothing but the red AIDS ribbon on the “Dare to Bare” campaign. Released primarily on the Internet, fashion designers, historians, models; males and females; some, HIV positive—all called for awareness on the HIV/AIDS, its threats, and precautionary measures, especially for heterosexuals who think that it’s only a homosexual concern. “Dare to Bare” print ad

They’re not called social media for nothing. Various social media lent their support to a social event that can literally save lives. Twitter and Facebook joined World AIDS Day by going red. Yes, U2 vocalist-songwriter Bono’s creation lives on as social media joins in. Literally painting their pages red, Twitter and Facebook showed support of the AIDS charity with varying styles. By using hashtag #red, Twitter users spun the site’s homepage red. Within minutes of the news, users were tweeting in red, and of RED. In addition, the site enjoins users to link to the charity. With tweets going red, Facebook began inviting users to change their profile pictures from a number of RED logos to choose from. By clicking on www.facebook.com/joinred Facebook linked users to the RED campaign

site where more activities in support of the movement could be shared. The site includes easy-share info videos on HIV. Enter Nike’s “Lace Up to Save Lives” campaign. Launched November 30, 2009 in London’s Niketown store, the sports brand launched its Red Football laces with Bono and strikers Joe Cole and Didier Drogba of Chelsea and Arsenal’s Andre Arshavin. All profits from sales of “Lace Up to Save Lives” go to the RED charity. Search engine Google did its share as well. Using the AIDs red ribbon and World AIDS Days as a clickable icon on its homepage, visitors could link to a number of benefits and charities campaigning to fight HIV/AIDS, like UNAIDS, All for Good, The Global Fund for Fight HIV/AIDS, International AIDS Society, ONE campaign,

Nike turns Pacquiao-Cotto fight into event art

Where were you when Pacquiao TKO’d Cotto? Last November 14, 2009 Nike — and scores of its colleagues, customers, boxing aficionados and their families—were at an exclusive live viewing party at Whitespace in Makati. And what a party it was. The huge hall was dressed by activation agency a+b expedio with banners, Pacquiao memorabilia and a boxing ring “mural”, painted during a performance by AJ Dimarucot, which will be auctioned off. Nike Philippines Country Marketing Manager Mae Dichupa said the company, which invested in Pacquiao as an endorser several years ago, is proud of how far the great Filipino athlete has come. “To us, he is the perfect symbol of what our brand stands for and he has done, not just Nike, but the entire Filipino nation proud in proving that we can indeed succeed in the international boxing arena,” Dichupa said. A week before the match Nike released special edition t-shirts and auctioned off signed Manny Pacquiao merchandise to fans, which were snapped up immediately. Proceeds of the merchandise and the mural went to Gawad Kalinga for the education of GK youth communities affected by Typhoon Ondoy.

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mediascape Top 20 TV Product Placement Advertisers (Jan-Sept, 2009)

Channel V Philippines returns

Business Mirror goes double digital

Business Mirror, one of the country’s major dailies, re-launched its website to include more interactive features. It is now on social media sites Facebook and Multiply, with newsfeed via Twitter and mobile phone. At the Business Mirror’s 4th anniversary, Publisher Anton Cabangon proudly announced the debut of BM Plus, its eNewspaper. Created by Micropinnacle Technology Corporation (MTC), the eNewspaper is a click-able online version that turns pages just like a regular paper. It also has the Speaker mode feature that translates text into voice-audio. BM Plus will be on subscription basis. Depending on subscription type, subscribers can store up five issues of the eNewspaper. For non-subscribers, special pre-paid cards for BM Plus will be available.

Top 20 Philippine Advertisers based on advertising expenditure RANK ADVERTISER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

MTV Emerge features Black Eyed Peas’ Apl.de.ap

Trademaster Resources Corp. Unilever Philippines, Inc. The Coca-cola Export Company Nestle Philippines, Inc. Philippine Spring Water Resources, Inc. Tanduay Distillers, Inc. Gobe Telecom, Inc. Smart Communications, Inc. ABS-CBN Publishing, Inc. Herbs & Nature Corporation Aldritz Corporation Sony Philippines, Inc. Von Dutch Boutique Kolin Philippines International, Inc. Nokia Tekecommunications (Phils), Inc. United Laboratories, Inc. Mega Fishing Corporation Foodsphere, Inc. Suyen, Inc. Mead Johnson Philippines, Inc. OTHERS GRAND TOTAL

Jan-Sept Y2009 631 404 212 196 183 173 161 137 136 132 129 110 94 89 87 83 82 66 62 60 4,087 7,316

Ad Spots 6,540 2,843 1,069 3,653 3,491 1,400 540 713 2,049 1,691 972 1,488 1,249 2,479 447 753 258 872 913 176 40,612 74,208

In Million Pesos based on Ratecard costs source: Nielsen Advertising Information Services

Channel V Philippines, the latest music channel in the Philippines, was launched at the NBC Tent, The Fort last December 2009. Its eight-year hiatus from the local music scene is over, through the aid of Makisig Network, a rapidly expanding local cable TV channel. Channel V Philippines is now on Sky Cable 25. During the launch, the channel introduced its new set of VJs namely Alvey Pulga, Maike Evers, Cliff Ho, and Megan Young. Aside from the local and foreign music videos aired daily, Channel V’s programs include “Hits All You Can”, “V Tunes Pinas Live” and a request show “Turo-Turo”.

Top 20 TVRP Advertisers (Jan-Sept, 2009) Top 20 Philippine Advertisers based on advertising expenditure

A total of 1,858 bands submitted their video demos, but only seven made it to the cut. Last November 2009, MTV Emerge presented the OPM artist-groups that were awarded one-year recording contract each with Apl.de.ap’s label Jeepney Music. The bands are DRP, Faircatch, Mid Nasty, The Pin-Up Girls, Soul Brothers, The Band Glenn (TBG) and Urbanation. “The seven winners really are what we were looking for. Their unique talents very well characterize what MTV Emerge is about – homegrown talents trying to reach out to the world through their music while at the same time proudly representing our country,” said Apl.de.ap, a Fil-Am from Pampanga and the vocalist and songwriter of Black Eyed Peas. MTV Emerge is a joint project of MTV, Secretary Ace Durano of the Department of Tourism (DOT) and Jeepney Music. Visit www.mtvemerge.com.

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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Unilever Philippines, Inc. Procter & Gamble Phils, Inc. Nestle Philippines, Inc. United Laboratories, Inc. Colgate-Palmolive Philippines, Inc. Johnson & Johnson Philippines, Inc. The Coca-Cola Export Company Mead Johnson Philippines, Inc. Universal Robina Corporation Smart Communications, Inc. Herbs & Nature Corporation Globe Telecom, Inc. Monde Nissin Corporation Wyeth Philippines, Inc. Kraft Foods (Philippines), Inc Tanduay Distillers, Inc. Del Monte Philippines, Inc. Jollibee Foods Corporation Golden Arches Development Corporation Manny Villar OTHERS GRAND TOTAL

Jan-Sept %Change Y2009 vs. Y2008 17,837 8,943 8,496 8,447 5,122 2,322 2,244 1,870 1,851 1,789 1,752 1,667 1,657 1,654 1,353 1,270 1,258 1,139 935 894 68,515 141,017

21% 14% 7% 9% -22% 14% 17% 20% 48% -13% -10% 8% 25% -5% 72% 14% 80% 5% 6% 437% 13% 12%

In Million Pesos based on Ratecard costs source: Nielsen Advertising Information Services

RANK ADVERTISER

Mark Cripps worthy of becoming MRM regional director MRM Worldwide Asia-Pacific EVP Mark Cripps has been promoted to the post of regional director, responsible for leading the agency's operations across Asia-Pacific. According to Media, Cripps’ expanded role will include the management and growth of MRM APAC and the oversight of the agency’s 400 employees. MRM Worldwide’s COO Bill Kolb had been responsible for these duties since 2007. Kolb says the agency has specifically recognized Cripps’ work in implementing digital training across the region. “Mark’s ability to add value to MRM Worldwide and to marketers in the region has never waned. His depth and

experience will help all of us evolve the APAC region to its next growth phase.” Just a week before his promotion was announced, Cripps was in the Philippines, educating delegates of the Philippine Ad Congress on the creation of worth in marketing. Cripps joined MRM Worldwide as regional digital strategy director in 2006, when he managed the agency’s Intel CIM business from Hong Kong. He was became regional digital director in 2008. Cripps has additionally worked in digital at Craik Jones in London, a sister agency of Omnicom Group’s Proximity/AMV BBDO, Lowe Live and DraftFCB.

Asia Pacific New Business Scoreboard November 2009 RANK THIS MONTH

RANK LAST MONTH

AGENCY

RECENT WINS

ESTIMATED YTD WIN REVENUE (US$M)

RECENT LOSSES

ESTIMATED OVERALL YTD REVENUE (US$M)

Carat

Fox Korea, Brachetto Korea, Bionet Taiwan, Kidspot Digital Australia

28.3

P&G Philippines

25.0

OMD

VISA India, Silver Fern Farms New Zealand, ELCA Thailand, Agilent Technologies China

24.9

Allianz Asia Pacific

22.1

ZenithOptimedia

L'Oreal (part) China, L'Oreal Digital China, Reckitt Benckiser Asia Pacific, Disney Leisure Taiwan

32.0

Hyundai China

19.6

MPG

Hyundai Asia Pacific, KFC Digital China, Hermes Great China, Reckitt Benckiser Indonesia, AXA Japan

12.5

Swarovski Regional

11.7

PHD

Koa Hong Kong, Bristol Myers-Squibb Australia, SSGC Pakistan

11.7

Asana Media Hong Kong

10.4

Mindshare

L'Oreal (part) China, Yamaha Motors India, Sime Darby’s Australia, Penshoppe Philippines, Indorama Thailand

18.6

Malaysia Airlines Global

9.0

MEC

Ruchi Soya India, Oberoi Constructions India, Jay Gee Singapore, Rising China, HBO Indonesia

10.6

BNZ New Zealand

8.3

Universal McCann

Hanul Education Korea, Daesun distilling Korea, GATEWAY Computer Thailand, Microsoft Thailand

10.5

Myer Australia, UPS Asia Pacific

6.7

Maxus

Lee Kum Kee Hong Kong, Burger King Hong Kong, UPS Asia Pacific

7.1

UniPresident Orange China

2.9

Vizeum

Beijing Mobile China, Essar India, BPI Australia

3.6

Danone China

1.6

MediaCom

Allianz Asia Pacific, Starbucks China, Kerry Communication Hong Kong, TVS Srichakra India

12.9

David Jones Australia

(1.3)

Initiative

Rabobank Australia & Hong Kong, Hotel Club Singapore, Black Design Singapore

3.4

The Nine Network (planning) Australia

(1.6)

Starcom MediaVest

Renren.com China, Malaysia Airlines Global

6.5

Wrigley Australia

(1.9)

MEDIA AGENCIES Carat maintained top spot for the region with the successful win of Fox Korea amongst others. OMD kept second spot , finally securing VISA India for the first time. Fastest movers this month were fourth placed MPG on the back of global Hyundai and Reckitt’s wins - just behind ZenithOptimedia , who also shared in the Reckitt’s success. METHODOLOGY The R3 New Business League has been compiled each of the last 79 months using data supplied by 26 multinational agencies on a monthly basis to R3. In addition, this data supplied is balanced against Client Estimates, Nielsen ADEX, discounted to appropriate levels and then converted to a revenue estimate. R3 strives to be accurate in all reporting, but welcomes comments and questions. Please write to greg@rthree.com or visit www.rthree.com for more information or to download a soft copy. R3 is the leading independent consultancy focused on tracking of agency performance, and marketing ROI for clients across the region. january-february '10

The next time Tiger Woods enters endorsements territory, he is—to put it bluntly—damaged goods. Endorsements are nearly 90 percent of Tiger’s income.

swamigp.files.wordpress.com

Nike, Tiger’s biggest deal at US$20 million, and Electronic Arts, which manufactures Tiger’s sports video games and has the golfer at a hefty US$8 million, still remain supportive. At face value, their decision may look foolhardy, but come on, this is the world of advertising—where just below the surface is a second skin. Advertisers can wade through the mud in several ways. First, they can use the scandal as leverage, negotiating for lower talent fees and more stringent moral clauses. After all, people in endorsement jeopardy can’t be choosers. The next time Tiger Woods enters endorsements territory, he is—to put it bluntly—damaged goods. Endorsements are nearly 90 percent of Tiger’s income, so expect a barrage of damage control for the companies who will keep Tiger.

Reported and written by Jamie Ortega

What’s a sponsor to do when its tiger loses its claws?

Tiger Woods, the world’s number one golfer, is under fire for his less than virtuous ways. So far, 11 As of November alleged mistresses 29, 2009, Tiger (and counting) have come out of disappeared the woodwork. from all TV ads. To salvage what is left of the sportsman’s marriage to wife Elin Nordegren, Tiger has declared an indefinite leave from the golfing life. Once the ruckus has died, will there still be a roar left in the sports celebrity’s endorsements? One of the world’s most marketable athletes, Tiger earned over a billion dollars from deals with Gatorade, Nike, Accenture, Gillete, Electronic Arts and Tag Heuer. And just like that, as of November 29, 2009, Tiger disappeared from all TV ads.

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Gatorade, with whom Tiger had a five-year endorsement contract, was the first company to drop the golfer. It was especially painful since Tiger’s line, Gatorade Tiger Focus. entitled him to royalties from the sports drink’s sales. Accenture threw in the towel, too, after a six-year relationship with the sportsman. Its ads capitalized on Tiger “personifying its’ values of integrity and high performance.” Considering Tiger’s paramour problem, pursuing the campaign would be foolhardy. While yanking him out would be the obvious choice in this dwindling global economy, other companies are showing some savvy and swerving the controversy to their advantage. Let’s face it, taking down an image model and spicing up a new ad campaign costs a pretty penny. Hence, those with less vested interest are more likely to pull the plug.

Or they can just do the “Kobe”. Basketball superstar Kobe Bryant, who was charged with rape in 2003, lost a wealth of endorsements. Although Nike promoted Kobe, it still kept him on the wagon. Two years later, the scandal died, and Kobe was back on his A-game. Not long after, Nike brought the basketball player back into the limelight. But alas. this is the world of golf, where the stakes are higher. With Tiger out of competition, golf audiences will shrink, and with them, sales of gold equipment, clothing and other paraphernalia. In a report by Campaign.com, media researches estimate that TV networks and sponsors could lose US$220 million in revenue. Moreover, Bruce Lucker, president of Signature Golf, a marketing company that services the golf industry, echoes, “Golf is about honesty and the integrity of the player and calling penalties on yourself, sponsors choose to support golf instead of the NFL or NBA where those guys are constantly getting into trouble.” It isn’t everyday that a scandal disrupts this polite sport. How this will affect the prodigy that made golf a cool sport…well, it’s anyone’s ball game now.

PROFILE

THE BUZZ on Onat Diaz

Written by Harry Mosquera from interviews by Angel Guerrero.

any Filipinos hold numerous misconceptions about gay men. One is that they must be limpwristed beauticians. Another is that they must be bed-hopping promiscuous. Both do not apply to broadcast producerturned-advertising and television director Onat Diaz. He is big and butch. And he has been singularly true to his partner for 21 years. Onat is one of the relatively low-key talents in the worlds of advertising and show business. But his increasingly highprofile work is slowly leading him out of his comfort zone to embrace his good fortune. “I took a very long route to get towards directing, kasi I didn’t know how to get to it,” he reveals. It was the same way with his sexuality. Growing up, he realized there was something different about him. “But when you see other gays, like in the parlor, I realized it’s not me. [I didn’t] know who to relate to.” Onat received his degree in AB Communication Arts from Maryknoll, and he was hired by McCann Erickson as an in-house producer even before graduation. He initially took up Psychology at Manila’s Royal & Pontifical University of Sto. Tomas, preparatory to pursuing Medicine.

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But during his free time, he liked reading books on filmmaking. He watched a lot of films as well, especially those directed by Bob Brazil, Terry Gilliam and Alfred Hitchcock. Eventually, he took film workshops at the Mowelfund Film Institute and the Goethe Institut. “My father told me ‘if you’re really into that, please finish college first. If you really don’t want to take up medicine, then transfer some place else,’” he recalls. He made his first film at the age of 18. It was a gay-themed film. “It was my first attempt at coming out,” he says. His mother caught on, as did his father. It took some time for his parents to accept his homosexuality. His tentative foray to film was put on hold as he became a producer. “I had zero knowledge of advertising,” he admits. “I knew about filmmaking, I knew about shots, I knew about editing…[a] TVC is very different, even the language…When I started in McCann hindi ako masyadong (I wasn’t very) particular with audio, I was a very visual person. ‘Yun kasi ang training ko sa Mowelfund.” His first boss, Baby Enriquez, taught him that the audio was just as important as the visuals. He learned on the job. “Sa pagpasok sa akin (When she took me in), Baby gave me a brief rundown on what happens in advertising… the process: from the hiding to post-production and then she took me through the pre-production agreement,” he says. “And then she told me, ‘Okay, you preside this project’—gan’un ka bilis (it was that fast). On my third day, I was presiding a pre-prod…” His very first important television commercial was for Coca-Cola, actually three projects featuring Gary Valenciano, Sharon Cuneta and Regine Velasquez. “Showbiz na agad!” he reminisces. “You were forced to learn,” he continues. “And to adapt very quickly.” He was quite content as an in-house producer of McCann-Erickson. He “outed” himself to his colleagues, who accepted his lifestyle choice. But, on his fourth year on the job, he had the opportunity to direct a series of public service TV commercials for the Reach Out AIDS Foundation and the Red Cross. Three of the spots that he directed won Gold Medals at the New York Festivals. “I was not award conscious,” he admits, so receiving the recognition early in his career was not a big deal for him. Yet he felt very different behind the camera. “Oh, I was so ecstatic,” he says. The film bug that so captivated him during his college days again took hold. “I don’t even remember what triggered [me to decide] to direct,” he confesses, “but I remember nainggit ako sa mga assistant directors… sabi ko parang ang laki naman nang kinikita nila. Sabi ko parang kaya ko ‘yung ginagawa nila.” A week after he resigned, Showreel’s Louie Araneta challenged him to bid for a 15-seconder Poweraid TV commercial. They won the bid, and his career as a

full-fledged director was launched. He has not looked back, and has since averaged about two TVC projects a month. 13 years on, Onat notes that much has changed in advertising. “Times are so much tougher now producing commercials,” he says, “in terms of budget, in terms of working conditions, also in terms of the amount of trust given to the people that you work with… Kasi before in the early ‘90s we would do commercials, two shooting days, we would do it for six million already, di ba? Now the six million for the same number [of days]… it’s difficult!” Because most producers are no longer working in-house for advertising agencies, the dynamics of their relationships visà-vis the agency, production house and directors have also changed. “A little on the good and a little on the bad,” he opines of the existing working arrangements. [Producers] are now on their toes every time. Everybody has to be at their best kasi they’re competing just like everybody else.” And the downside? “The producers have lost control over the agencies.”

A few years ago, Onat was involved in a controversy of sorts when he did a TVC for Bench for their 20th Anniversary. The resulting furor saw JimenezBasic parting ways with the trendsetting Filipino fashion brand. “They asked me if I wanted to do a commercial,” he shares. “And I asked them about their agency and they told me na they already asked their agency to present several concepts pero they weren’t able to have anything approved.” Not too many people know that Onat directs the high-rating talk show The Buzz, which airs on ABSCBN. He got the job five years ago after directing a number of station IDs and show plugs. When he was made the offer, he only had one requirement: that it would not get in the way of his advertising work. “To be honest… advertising pays so much more than TV,” he says. “If you really focus on just doing TV ‘yun nga lang papatayin mo yung sarili mo (you just have to kill yourself) to earn the same amount in advertising.” Nevertheless, Onat enjoys his behind-thecamera role in The Buzz.

“Directing a TV show is very much like capturing moments,” he opens. “How can you direct Kris Aquino naman to be who she already is, di ba?” For him, what makes The Buzz such a hit among viewers is the dynamic between Kris Aquino and Boy Abunda. “They’re exactly what you see on TV,” he says. The secret to working with celebrities, according to Onat, is simply to be straightforward with them. “If you start giving them special treatment, then they feel it and sometimes… they would abuse it,” he states. “Showbiz naman is like advertising, but very tribal. Once they know you’re part of them, you’re one of them—so they won’t give you a hard time.” “To be honest, I get starstruck, but I keep it to myself,” he avers. “That’s why I enjoy working with The Buzz because I’m a TV and movie fan. I get starstruck whenever I work with Piolo [Pascual] and Judy Ann [Santos].” Romance plays an important role in Onat’s life. He is proud of his two-decadelong relationship with his partner. “Not many gay or straight people can [have] something like that,” he says. In fact, they almost got married in San Francisco last year when it was still considered legal. He also finds inspiration in living each day as it comes, however imperfect it may be. He has invested in a new pad in Rockwell, and enjoys his free time lifting weights, surfing the Net and relishing his partner’s home cooking. “I’m a lucky wife,” Onat says, chuckling.

Starcom Mediavest Group Philippines

aces first Media Thinking Awards Starcom Mediavest scored milestone wins as the media company bagged two metals for Unilab’s “Skelan Nationwide Church Invasion” campaign in the pioneer Media Thinking Awards. Winning Gold for Best Local Campaign and Silver for Best Use of Creative, Starcom’s efforts topped entries across Asia Pacific last November. “We are so proud to be recognized by the inaugural Asia Pacific Media Thinking Awards with these gold and silver wins. This simply proves that excellence in media knows no bounds,” said Lizelle Maralag, Starcom Mediavest Philippines managing director. “We are inspired by these regional awards and we would like to thank our clients, United Laboratories for fully supporting our media recommendations. Mabuhay!” she added. Touch DDB Philippines also received an Honorable Mention for “Dial Amway Helpline” for client Amway Philippines. The Media Thinking Awards launched in 2009 to showcase and reward regional works in media planning, recognizing the best in strategic, creative and effective campaigns. january-february '10

digitalscape JWT's Dave Ferrer is new Nokia ambassador

In Nokia's new PR campaign, JWT Manila's ECD Dave Ferrer guest stars as himself. One of several Nokia ambassadors, Ferrer talks about two Nokia phones that allow him to be more mobile and flexible. “With 20 people barking at you to check on their work, it can really be stressful. My phones come in really handy. It’s good to have a device that works with you,” he added in the same article. Nokia has appointed several ambassadors across many disciplines. In advertising, it has tapped Lowe's Leigh Reyes, UGL's Aids Tecson and adobo's own Angel Guerrero.

Friendster rebrands, “Connecting Smiles” to address young Asian market

Friendster unveiled its rebranded website and new tagline, “Connecting smiles”, last December 2009. More than just a milestone, the new website is in part to address the majority of its users, the Asian youth market, ages 1624. The new Friendster provides a standout choice from its competition sites, and from complexity of addressing over 115 million registered users across the globe, 75 million (equivalent to 65 percent) of which are in Asia. The site supports 11 Asian languages. In a separate report from Media, following its website re-launch, the networking site has been acquired by Malaysian digital payment-development company MOL Global.

Microsoft and Yahoo! partners for online search

London – Microsoft’s Bing will power Yahoo!’s search engine, after the two companies finalized a 10-year agreement, Media reports. With the said deal, Yahoo! becomes the exclusive worldwide sales force for both companies’ premium search advertisers outside of display. However each company maintains its own separate display advertising business and sales force. The same report states that Microsoft and Yahoo! believe that the deal will create a sustainable and more compelling alternative to Google in search that can provide better value and more innovation for consumers, advertisers and publishers.

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AD NAUSEUM

To be fair, it’s all about being fair Nothing gets industry tongues wagging more than a badly done ad, especially when it’s spiked with sex. In August 2009, the GlutaMA X billboard appeared on EDSA, the metropolis’s main thoroughfare. On it was Mojo Jojo, DWTM’s openly gay DJ, shirtless and smiling, and exuding bright fair skin. The ad copy read: “GlutaMA X is best for my skin. I feel whiter and gay each day.” In the background was a seemingly naked man that was holding something obscure. “The layout is quite cluttered, the font styles too many,” said a male executive creative director. And, with Mojo occupying two-thirds of the frame, “the product is not well shown.” “Bad layout, bad copy, bad everything,” is

a comment from a female creative director. Simply put, the flaws only underscored the ad’s lack of a clear message. Was it simply trying to appeal to the gay consumer? Or was it pushing the gay-rights agenda? No one seemed to know, and that was the root of its troubles. The billboard was taken down after a week. Rumors spoke of pressure from conservative church groups. Reactions from gay activists included online petitions condemning what they considered sexual discrimination. Nevertheless, the billboard resurfaced again on the South Luzon Expressway, where it stayed until last November. Carefully opined an agency chief, “I guess the brand has pinpointed a target segment with this

ad, but I think there are other ways of engaging the gay community in a more tasteful way.” We asked a gay creative director for his perspective. “As a consumer, I don’t see anything wrong with (the ad). I like the gutsy use of a gay endorser. Of course some people will find this offensive… This is largely untapped market and kudos to the marketing people behind this product,” he answered. But he also said, “Will I buy the product? No.” (And no, he was not fair-skinned.) One thing that remained a mystery was the agency behind it, anonymous despite all the furor. Perhaps it is just as well, because sexual politics aside, this billboard is, plainly and simply, a badly planned and executed ad.

digitalscape

TRUTH IN ADVERTISING

Yahoo! Philippines Top 10 Searches for 2009

Illustration by Jed-Angelo Q. Segovia

The Fickle Miss B For some women, there is no bigger affirmation than an ardent suitor. But Ms. Balikbayan, an expat planner returning from years in Bangkok, had not one, but two. Actually, the suitors were not men but agencies. As it turned out, her old client in Manila, Mr. Arsenic, promised the lion’s share of his business to the agency that could get Ms. B to come on board. That is how she found herself with two job offers. Alas, Ms. B was a fickle lass. To play it safe, she coyly accepted both proposals. After all, while she was living out the remainder of her contract in Bangkok, she had plenty of time to get to “know” both teams and figure out where her heart truly lay. But she couldn’t choose. Both agencies appealed to her vanity. That, and Ms. B was pathologically indecisive. So it was that Ms. B led her suitors on. It wasn’t until the client called both agencies to a pitch that they came face to face, compared notes and discovered her cheating heart. In a more romantic time, two suitors would have fought for the lady’s hand in a duel to the death. But these are modern times; Ms. B should count her lucky stars these two agencies didn’t slap her with lawsuits.

In 2009, the Web was an integral part of the news cycle as people rushed online to get updates about topics as diverse as the economy, and local gossip. Yahoo! was the destination for people to get information that mattered to them most, whether from their computers or their mobile phones. Top overall search terms for Philippines in 2009: 1. Manny Pacquiao 2. Cory Aquino 3. Francis Magalona 4. Ondoy 5. Dionisia Pacquiao 6. Shalani Soledad 7. Eraserheads 8. University Athletic Association of the Philippines (UAAP) 9 Mar and Korina 10 Philippine Basketball Association (PBA) In Yahoo!’s celebrity search rankings, our homegrown talent came first. The top celebrity searches in The Philippines included: 1 Maricar Reyes 2 Angel Locsin 3 Sandara Park 4 Pamela Bianca Manalo 5 Kris Aquino 6 Marian Rivera 7 Michael Jackson 8 Coco Martin 9 Anne Curtis 10 Judy Ann Santos In a market where mobile penetration is more than 68 percent, Filipinos are definitely spending a lot more time searching and surfing the Internet on the mobile. The top mobile searches for Philippines were: 1 NBA 2 Katrina Halili 3 Manny Pacquiao 4 Marian Rivera 5 Hayden Kho 6 Francis Magalona 7 Citigroup 8 Michael Jackson 9 Cory Aquino 10 PBA january-february '10

logic and magic

Insurgent Marketing: A political campaign weapon

by Bong Osorio

t is not the size of the dog in the fight that counts. What matters is the size of the fight in the dog.” This quote is now a cliché. It was first heard from an American high school football coach more years ago than one perhaps cares to recall. This principle is aptly applied in today’s marketing practice. Political strategists and authors David Morey and Scott Miller label it as the underdog advantage or the law of the insurgency. Established and refined over centuries of military and political experience, this revolutionary rule works on the battlefields and ballot boxes. Morey and Miller helped in the presidential campaigns of Vicente Fox of Mexico and Cory Aquino of the Philippines, and numerous other U.S. politicians who have applied the lessons learned from their various consultancy work on political campaigns to the world of business. Their main Erap Estrada argument is that even market leaders need to think and act like an underdog in order to maintain their dominance citing instances where “America’s largest corporations are at their best when they act small—not as arrogant incumbents, but as hungry insurgents.” Using the model of a political JC delos Reyes campaign, both strategists, point up to the outlook demanded by today’s business environment that says “on Election Day you either Bro. Eddie Villanueva win or lose.” That truth surrounds the goals of an organization. It builds a more daring, courageous and aggressive gut that focuses on nothing less than overall triumph. As we may be witnessing in this year’s presidential derby, intense vigor and financial power rule markets, but these factors make winning an expensive proposition. In business, insurgent strategies will help organizations gain ground, satisfy customers and keep happy, more productive and committed employees—at a lesser financial drain. The underdog principle has also given birth

january-february '10

Gibo Teodoro

to a political model of marketing anchored on two beliefs. First, the rules of leadership, business, and communications have completely been altered, where consumers are empowered with instant and ubiquitous information. These consumers have infinitely more choices, and brands have infinitely more competition. Second, insurgent marketing and communications works. Morey and Miller believe that there are two types of organizations and organizational behaviors. There are the incumbents described as bloated, slow, cautious, bureaucratic, change resistant and more likely to play defense to maintain power, and there are the insurgents who are seen as harboring an attitude of difference. They move faster and welcome change as an opportunity. They are more mobile, agile and hostile. THE POLITICAL CAMPAIGN MODEL FOR “INSURGENTS” There are no excuses the day after election. That’s a political reality. One side is preparing for a victory party, and the other side is sulking and declaring that it has been cheated. But truth be told, there are no ambivalent results in an election—a candidate either wins or loses. To the winners, victory is mighty sweet. To the losers, the bitter taste of defeat is something that will not be forgotten. The main thesis of insurgent marketing is that successful companies always think of themselves as the underdog or the insurgent. They (companies, brands or personalities), never allow complacency to set in. They run Senator Richard Gordon

themselves and their programs like a political campaign, needing to win an election every single day. A candidate for an elected position has to show that he or she can still act like an insurgent and not just play defense. He or she needs to control the two-way communication, to frame the argument for voters and not let competition get at it first. That’s what a great company should do as well. It should control its dialogue with its external (customers) and internal (employees) publics. Miller explains, "In business, insurgents do a great job of reminding consumers what’s at stake. And they have a high level of belief in the product itself. Incumbents just say, "We've got a better jingle than they do." An insurgent would say, "How do I drop napalm on my own position? What would my best customers really love for me to do that would just shake things up?"

The main thesis of insurgent marketing is that successful companies always think of themselves as the underdog or the insurgent. Both political and marketing campaigns need to move their respective segments that can still be moved. Both have to play offense. "Corporations can learn a lot from politics about playing offense. There’s enormous paralysis out there today. Continued customer centricity is the best indicator of an insurgent," Morey underscored. Morey and Miller suggest the following insurgent marketing considerations to make your programs more responsive to the needs not only of your organization but more important, of your targeted publics. •

Do the doable. Teaching your company to focus on achievable, but no compromise results not the same loosey-goosey objectives. You can do this by defining your conviction, your mandate and focused actions.

Senator Jamby Madrigal

•

Move the movable. Developing an insurgent strategy based on things that are doable. It requires narrowing your targets, breaking your pick on the impossible, focusing on the undecided. Play offense. Controlling the market dialogue via insurgent tactics. It is defining yourself before your opponent can do so, riding ahead of today's waves of change, getting scared and staying scared, and playing offense to win.

TRUTH IN ADVERTISING Marvin Mobile's brush with the law Illustration by Jed-Angelo Q. Segovia

Communicate inside-out. Translating ownership of your conviction and strategy to your employees. This means you have to communicate to your employees first before hitting the outside publics.

Mom always warned Marvin Mobile about partying with the wrong crowd. But when one is grooving with a thousand people, it’s hard to tell who’s naughty and who’s nice. At this out-of-town party, Marvin noticed a young man handing out little blue pills like they were breath mints. But he put it out of his mind. Mom raised him to be a polite boy. If he wasn't offered something, he wasn’t going to ask for it. Maybe he should have, because later that evening, he offered a few girls a lift back to their hotel. Then he might have had noticed that the nice young man with the blue breath mints was leaving the party, too, in his shiny Volvo. Then he might have opted for nightcap in a nearby bar instead.

Senator Manny Villar

timesofasia.com

ADFORMATIX Senator Noynoy Aquino

•

Forget reality, perceptions rule. Defining who you are, what you do and why people should care on your publics' terms and not yours. It is about giving your customers the 5 C's: control, customization, convenience, choice and change.

•

Herd the details. Understanding that everything communicates and that the tiniest details define success.

•

Deal with crisis as standard operating procedure (SOP). Recognizing that today, crisis is SOP, and you must create a core strategy group, a crisis plan and a crisis response team.

Insurgent boldness can make you win. You can make it happen. BONG OSORIO is an active marketing communications practitioner, a multi-awarded educator and writer rolled into one. He currently heads the Corporate Communication Division of ABS-CBN, and is a professor at the University of Santo Tomas, as well as a columnist in the Philippine Star.

resilient on its 40th

Then he wouldn’t have tailgated the young man and his Volvo, into the waiting arms of the drug police. Then, when the police ordered Marvin Mobile and his girl friends out of his car and onto the pavement, he wouldn’t have wondered what he had done to be treated like a criminal. Eventually, the police hauled off the young man and his 142 blue pills to jail, and Marvin Mobile and the girls were released. But to this day, people keep asking Marvin about that night. Did he know the dealer? Did he party with him? Was Marvin doing drugs? Was Marvin dealing drugs? If so, can they please sample the little blue pill? Oh, it’s enough to make Marvin wish he had taken a pill and disappeared down the rabbit hole.

Seeing the bird’s eye view of the world back in the sixties, what do you remember? For sure, the Beatles, Woodstock, the Vietnam War, the start of the Marcos era. It was also in that decade that a pool of Philippine creatives started Adformatix. And unlike the Sixties icons and events that have been relegated to history books, the agency is alive, well and ranking no. 12 in the entire country. While most agencies would be ecstatic about its 40th year in the business, Adformatix’s leaders prefer reflect rather than rejoice—especially in the light of the natural disasters that plagued the country. “[We] commemorated rather than celebrated”, says VP for Creative Conrad Viriña, explaining that the budget for parties was given to employees who were affected instead . Ever mindful of the Mother Nature’s wrath, Adformatix also presented its staff with appropriate giveaways. Designed by Junie Reyes and copy by Joal Cabrera, an environment-friendly bag screamed “Ayoko sa plastik!” (I don’t want plastic!), symbolizing long service versatility and the durability—much like how Adformatix has done throughout the years. january-february '10

Getting the Youth Vote Online

N by Iggy Javellana

ow that we are nearing the 2010 Presidential elections, election campaign fever has hit mainstream media. It’s most evident now on television where candidates are showing off their celebrity endorsers in high-budget (well… for some anyway) music videoesque productions. But what hasn’t been published in mainstream news, however, is the proliferation of these candidates in the online space, more specifically, through the social media networks like blogs, SNS’s (social networking sites), message boards.

Since there’s no regulatory commission for local online campaigns, a good number of Presidential hopefuls and other political candidates rode the social networking wave and started their own online campaigns, targeted towards the online Filipino—more specifically, around 15M individual Filipino youths and young professionals. One such candidate has been online since end of last year. He was able to put up websites that not only promoted his advocacy campaigns but also set the tone for his youthful campaign through his blog. A number of

january-february '10

websites were put up right away (an early predecessor to the “Ako Mismo” online campaign, where, on the site, you could post your message as an appeal to the government for change), and they caught traction quite well because they banked on the Filipino’s rabid interest in sharing user-generated content. Simply put—Pinoys loved to complain, and complain they did through this site. That same candidate also began proliferating himself through social media and networking sites like Facebook and Twitter, keeping himself visible with the youth at all times, posting regular updates through these channels as well as growing his contacts. I was able to sit down with a well-known online consultant for political candidates—a fellow blogger as well—and he shared with me that most, if not all, political candidates have no idea how to attract the youth, and that whenever he explains online to them they return a quizzical look. Sounds familiar. Which is why the best way to explain the online phenomenon is to experience it. He actually had the political candidates he was helping out sit down and literally start adding friends in Friendster, try out Facebook apps and post updates via Twitter Mobile. And he exposed them to personalities that used the online space, like Barack Obama and his blog. The online space “humanizes” a political candidate to the youth. Especially since there is no way for them to communicate directly with these seemingly aloof government officials, or to have close and personal contact with them. Seeing that person update his Twitter or Plurk everyday with status messages like “Am omw to a youth consortium in Davao where I will talk about sex, drugs and rock and roll. Awesome” –imagine the responses from Pinoys to a message like that.

If a political candidate like Noynoy posted on his Plurk, “Hello. I’m bored,” do you honestly think that Pinoys would let that pass without a comment? The online space “humanizes” a political candidate to the youth. Especially since there is no way for them to communicate directly with these government officials. On the other hand, I was able to talk to a PR consultant who has been in the business of helping out political candidates for more than a decade, and he had a more traditional and, daresay, old-school approach. Although he brought his candidate to Facebook, he made sure to inform his candidate not to post updates on a regular

basis like “I’m on the road” or “I’m eating at Jollibee.” or “EDSA traffic is terrible.” Or other such updates that mimic the “Sigh I’m bored” blog posts of some mindless bloggers. He said with an exasperated sigh, “Who cares?” He says he’d rather have the candidates post something sensible, like an anecdote that ties in with his political campaign, or a message sharing details of his next project, etc. But I ask you, if a political candidate like Noynoy posted on his Plurk, “Hello. I’m bored,” do you honestly think that Pinoys would let that pass without a comment? For more online advertising campaigns, visit levelupgames. ph/advergaming or email Iggy at iggy.javellana@gmail.com. Incidentally, that is also his Friendster, Multiply, Twitter, Plurk, Linked In and Facebook account

CONTENDERS FOR THE

adobo January ad of the month

2009 AD OF THE YEAR

Creative Guild "D.I.Y. Poster"

Ad Title: Creative Guild "D.I.Y. Poster" Advertiser: Creative Guild Agency: BBDO Guerrero Chief Creative Officer: David Guerrero Executive Creative Director: Joel Limchoc, Simon Welsh Creative Director: Brandie Tan Art Director: Dale Lopez Copywriter: David Guerrero, Rachel Teotico Photographer: Paolo Gripo Print Producer: Al Salvador Final Art: Dale Lopez Accounts: Susan Incierto

adobo February ad of the month

U.P. Alumni Association "Riles" TVC

Ad Title: UPA A "Riles" TVC Advertiser: UPA A Agency: TBWA\Santiago Mangada Puno Creative Director: Melvin Mangada, Badong Abesamis Copywriter: Melvin Mangada, Jaime Santiago Art Director: Angela Arches Accounts: Tong Puno Director: Lyle Sacris Producer: Sunny Lucero, Cheese Bagnes Production House: Abracadabra

adobo March ad of the month

WWF Philippines "Eagle" Print Ad

Ad Title: "Eagle" Print Ad Advertiser: W WF-Philippines Agency: Leo Burnett Executive Creative Director: Raoul Panes Art Director: Mike Dela Cuesta, Mon Pineda Copywriter: Sheila Dela Cuesta, Therese Endriga, Nino Gupana Producer: Gello Jamias Final Art: Robert Perez Digital Imaging: Globedez Account Management: Sue Ann Malig-Nolido, Grace Feliciano, Gela Pena, Nati Go

january-february '10

Selected by adobo's editorial board and some of the country's top creative directors

adobo April ad of the month

Lasik "Eagle" Print Ad

Ad Title: "Eagle" Print Ad Advertiser: Lasik Agency: DM9JaymeSyfu Chief Creative Officer: Merlee Jayme Executive Creative Director: Eugene Demata Creative Director, Copywriter: Jerry Hizon Associate Creative Director, Art Director: Gogie Sinson Creative: Allan Montayre

adobo May ad of the month

Boysen Paints "Hibiscus", "Lily" Print Ads

Ad title: “Hibiscus” "Lily" Print ad Advertiser: Pacific Paint (Boysen) Philippines Agency: TBWA\ Santiago Mangada Puno Executive Creative Director: Melvin Mangada Creative Director: Manuel Villafania Art Director: Manuel Villafania, Melvin Mangada, Denise Tee Copywriter: Bryan Siy Photographer: G-Nie Arambulo Account Supervisor: Kara Filamor Print Producer: May Dalisay Final Artist: Romar Quiroz Production House: Adphoto

adobo June ad of the month

North Face "City Arachni" Print Ad

Ad Title: North Face "City Arachni" Print Ad Advertiser: Primer Group Agency: Ace Saatchi & Saatchi Creative Director: Andrew Petch, Tony Sarmiento, Raoul Floresca Art Director: Gabby Tripon, Andrew Petch Copywriter: Bia Fernandez Illustrator: Peter Raphael Mutoc Producer: Rodel Quitain, Dennis Obien january-february '10

CONTENDERS FOR THE

adobo July ad of the month

2009 AD OF THE YEAR

Vargas Museum "Amorsolo Campaign" Posters Ad Title: "Amorsolo Harvest", "Amorsolo Laundry Woman" Advertiser: Vargas Museum Agency: JWT Manila Executive Creative Director: Dave Ferrer Creative Director: Dave Ferrer, Joe Dy, Tay Guan Hin Art Directors: Carl Urgino Copywriter: Joe Dy Photographer: Bahaghari, James Bautista Print Production: Ces de Guzman, Karen Pilapil Final Art: FXStop Color Editor: Dovie-Mar Raquel

adobo August ad of the month

Nokia "Push Cart", "Schoolboy" Print Ads

Ad Title: Body Paint campaign ("Push Cart", Schoolboy") Advertiser: Nokia Philippines Agency: JWT Manila Executive Creative Director: Dave Ferrer Creative Director: Dave Ferrer, Tay Guan Hin Art Director: Katrina Encanto Copywriter: Rachel Villanueva Photographer: Wesley Villarica Print Producers: Ces de Guzman, Karen Pilapil Final Art: Globedez

adobo September ad of the month

Boysen Paints "Yellow Bell", "Violet", "Orchid" Print Ads

Ad Title: Boysen Paints "Yellow Bell", " Violet" "Orchid" Print Ads Advertiser: Pacific Paint (Boysen) Philippines Inc. Agency: TBWA\Santiago Mangada Puno Creative Directors: Melvin Mangada, Manuel Villafania Art Directors: Manuel Villafania, Melvin Mangada, Denise Tee Copywriter: Bryan Siy Photographer: G-Nie Arambulo Photography Studio: Adphoto Digital Imaging: Romar Quiroz Print Producer: May Dalisay Print Production House: Chromagraph Accounts: Kara Filamor

january-february '10

Selected by adobo's editorial board and some of the country's top creative directors

adobo October ad of the month

Meralco "Hug", "Disco", "Unplagged" TVCs

Ad title: Meralco 'Hug", "Disco", "Unplugged" TVCs Advertiser: Meralco Agency: Publicis JimenezBasic Creative Directors: Don Sevilla III, Noel San Juan Art Director: Vanessa Tamayo Producer: Paul Suarez Accounts: Tats Cruz, Ian Panlilio Production House: UNITEL Director: Matthew Rosen Animation Post Production: Underground Logic

adobo November ad of the month

Ad title: "Hemingway", "McArthur", "Beatles" Print ads Advertiser: Manila Hotel Agency: JWT Manila Creative Director: Dave Ferrer Art Director: Danni Lim Copywriter: Prichie Fajardo, Joe Dy Illustration: Danni Lim Print Producer: Carol Pe-Benito Accounts: Miriam Pangan, Jakeena Malli

adobo December ad of the month

Ad Title: "Mano Po" TVC Agency: Campaigns and Grey Creative Director: Ompong Remigio Art Directors: Bunny Vivero, Tasha Bautista Copywriter: Ompong Remigio Producer: Monster Jimenez Production House: Arkeo Films Director: Mario Cornejo Director of photography: Ike Avellana Production Designer: Cristina Honrado Art Director (Arkeo Films): Francis Surmida Editor: Lawrence Ang Musical Arranger: Allan Feliciano Production Manager: George Anne Bernabe Account Management: Margarita Luz

january-february '10

CREATIVE SHOWCASE \ REGIONAL

Ad title: "Sweat" / Advertiser: Life Yoga / Agency: Leo Burnet Hong Kong / Executive Creative Director: Connie Lo Creative Director: Miranda Shing / Art Director: Miranda Shing, Timothy Li / Copywriter: Paul Yu, Cyrus Ho

january-february '10

CREATIVE SHOWCASE \ REGIONAL

Ad title: Live Longer "Beard", "Wrinkle", "Hair" / Advertiser: SPCA / Agency: Naga DDB Rapp Selangor Malaysia / Chief Creative Officer: Ted Lim Executive Creative Director: Ted Lim / Creative Director: Alvin Teoh / Art Director: Danny Chin / Chow Kok Keong / Copywriter: Davina Chan, Ted Lim / Producer: Tricia Leong / Kenny Lim / Production House: Stufio ROM Digital Imaging: Kent Lim, Brandon Wong / Illustrator: Danny Chin

january-february '10

CREATIVE SHOWCASE \ REGIONAL

Ad title: Hand-C Hand Rub Solution "Hand" / Advertiser: The Medicpharma Co. Ltd / Agency: Far East DDB Bangkok / Creative Director: Gongpan Uphathumprungpong / Art Director: Suksiri Intarawongchote / Pas Kiranuchitpong / Copywriter: Gongpan Uphathumprungpong, Pitipong Pattarawallakul / Photographer: Anuchai Secharunputong / Retoucher: Remix Studio

january-february '10

CREATIVE SHOWCASE \ REGIONAL

Ad Title: "Traveller YMCA", "Rescue Disaster" / Advertiser: Nokia Indonesia / Agency: JWT Indonesia / Executive Creative Director: Ivan Hady Wibowo Art Director: Adam Pamungkas / Copywriter: Morian Madjid / Accounts: Jeanne Pangaribuan, Nikken Diahtantri, Adisti Handayani / Producer: Gina Virginia Harvey Production House:Clarissa Peddy Photography / Photographer: Peddy Suryadinata / Digital Imaging artist/Illustrator: Adam Pamungkas, Eye Candi Singapore

january-february '10

CREATIVE SHOWCASE \ REGIONAL

To encourage adoption from the Society for the Prevention of Cruelty to Animals (SPCA), signages resembling the “Beware of Dog” warning plaques were placed at house gates. This was based on the common act threatening intruders with the nearest available object in the absence of a better form of defense. This highlighted the absence of a faithful canine guardian. The back of each plaque says that "Nothing protects your home like a dog", followed by a call to adopt one. RESULTS. Within approximately one month, the SPCA shelter received a total of 626 calls – a 62.6% response rate. Of the 626 inquiries, 255 respondents visited the shelter. During the campaign period, 78 puppies and dogs were adopted compared to the average of 18; more than 330% increase in adoption. The website received 1235 unique visits during the same period, with an overall increase above 100%. Ad Title: “Beware” Ambient / Advertiser: SPCA (Society for the Prevention of Cruelty to Animals) Selangor / Agency: Grey Kuala Lumpur Creative Director: David Sin / Art Director: Phoecus Lee, David Sin / Copywriter: Charlene Ong, Collin Yeoh

Ad title: "Outgrown" Print / Advertiser: Hartz / Agency: JWT Singapore / Chief Creative Officer: Ali Shabaz, Tay Guan Hin / Executive Creative Director: Ali Shabaz, Tay Guan Hin Creative Director: Nil / Art Director: Liyu Minzie / Copywriter: Clarence Chiew / Producer: Nozomi Mochizuki, Sumire Inoue / Production House: Amana Japan Director/Photographer: Kenichi Sonehara, A Pixels / Digital Imaging: Takahiro Hara, Aki Takahashi, Mirage Works, Masayoshi Koizumi

100 january-february '10

102 january-february '10 Mo re hug s. AN A NE RI AVP for Do me stic Co rpo rat e Ma rke tin g l Co rpo rat ion ue Mig San Ma rke tin g, be yon d it. of cre ati vity — go ing Mo re pa ssio n, in ter ms bri ef is you at exp ec t tha t wh Som eti me s the y wo uld nt mo re. wa you e, urs co Of a. wh at you wa nt tal ag AID A BAI Z AS Glo be Tel ec om Ma rke tin g Ma na ge r, kno w, me s the ide as are , you eti me s Cre ati vity. Ka si som eti som so , co tel ec ial ly for co mm on alr ea dy, esp T. sam e as SM AR the Glo be ad s loo k the

FROM YOUR AGENCY

LIN DA KO VAR IK a Pac ific ec tor, Co ca -Co la Asi Reg ion al Cre ati ve Dir SAN DE EP KH AN NA KIA Phi lip pin es He ad of Ma rke tin g, NO bra nd the m to be stro ng er Ess en tia lly, we wa nt bra nd an d the in est inv st rea lly cu sto dia ns. The y mu sho uld be nd bra tive s on how the giv e us new pe rsp ec el. tak en to the nex t lev CH AR MA INE CA NIL LAS tio ns Dir ec tor, Pet ron Ad ver tisi ng an d Pro mo nna ge t ss. Bud ge ts are no t go Ma rke tin g eff ec tive ne . We ha ve to do ke ma to ed ne big ge r, oka y? But we the rig ht to d we ha ve to de fen d kee p ad ver tisi ng , an er. oth lp ea ch ad ver tise , so let ’s he BER NH AR D GL OC K era tio n of Ad ver tise rs Pre sid en t, Wo rld Fed as. Mo re bu sin ess an d ide

WHAT DO YOU WANT MORE OF… FROM YOUR CLIENT? BSD OR FF Dig ita l AN GE LI BELTRA N-L AM Div isio n, De nts u Asi a nsu me rs to und ers tan d tha t co I exp ec t the m mo re be twe en l, an d the re is a ga p ch tim e are rea lly go ing dig ita on Dig ita l an d how mu how mu ch the y spe nd ne ed Dig ita l. So the y do n’t co nsu me r spe nd s on into it, y sho uld at lea st ge t to spe nd a lot , bu t the eve ryt hin g is go ing . be ca use tha t’s wh ere

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Ambush

MAD ABOUT

CSR

Sustainable capitalism generates sustained interest

orporate Social Responsibility, or CSR, is not a new concept. Over the decades, it has assumed many aliases—corporate citizenship, corporate philanthropy, corporate giving, corporate community involvement, community relations,

community affairs, community development, corporate responsibility, global citizenship, and corporate social marketing. In recent years, it has been enjoying a resurgence, with many corporations professing their faith in CSR. But has it always been so? Hardly. The skeptics often said the business of business should

CSR, when performed as lip service, is often short-lived and ineffective. CSR campaigns that are based on sound business ideas and strong consumer insight develop strong legs and stout hearts.

remain business — simply making profits—while believers spoke of the firm’s responsibility to maintain a good balance among the claims of stockholders, employees, customers and the public. With public confidence in the integrity of the Big Business, corporate governance and its CSR component have moved from being profit-centred to being socially responsible. In some quarters, the concept is even being touted as “sustainable capitalism”. And while the skeptics have taken to calling it “greenwashing”,

some consumers have become increasingly sensitive to the CSR campaigns. In fact, a great volume of CSR research concludes that companies have experienced a range of bottom-line benefits. . The key, it seems, is sustainability. CSR, when performed as lip service, is often short-lived and ineffective. CSR campaigns that are based on sound business ideas and strong consumer insight develop strong legs and stout hearts. The results: increased sales and market share; strengthened brand positioning; enhanced corporate image and clout, and increased ability to attract, motivate and retain employees. In any case, here are a few, highly sustainable CSR campaigns that we are truly, deeply mad about.

Formula Juan, the race for cleaner air

Cause: Environment Drivers: Bates 141 Philippines, Maxus, World Wildlife Fund and ECOS Environmental Foundation, Inc.

Jeepneys have long been associated with Philippine pop culture, but they’re also synonymous with traffic, air and noise pollution. Capitalizing on a pun coined from the great car race and the name of the everyday Filipino, organizers invite advertisers to finance the conversion of these diesel beasts to LPGpowered engines. In turn, the jeepneys are pimped to carry the advertisers’ branding, and voila! Instant eco-friendly transit ads! Brands looking to promote their concern for the environment—like petroleum corporations and automobile manufacturers— are a shoe-in for Formula Juan. But other brands, especially those that promise health benefits to urban consumers, can benefit, too. It’s no wonder then that Abbot Laboratories was the first to take advantage, by ordering six LPGpowered jeepneys. To take part, go to www.fjuan.com.

104 january-february '10

Time for Climate Justice

Cause: Environment Drivers: Havas Worldwide and Global Humanitarian Forum

This campaign is unusual in that its goal is so specific: to generate support all over the world behind a petition that asks world leaders, at the United Nations Climate Summit in Copenhagen, to come up with a fair and binding deal that counters climate change. The campaign name itself, tcktcktck, “Time for

Climate Justice” communicates the urgency of highest order. Using social media like YouTube, Twitter, Facebook, MTV, Yahoo Music, and iTunes, organizers engage and educate consumers to take part in what has to be the most ambitious petition ever. They even reach out to China through networks Tencent, Youku, Sina, and Sohu. Two websites (www. timeforclimatejustice.org and www.tcktcktck. com) show the number of supporters growing by second and constantly updated people on the goings-on in Copenhagen. It also provides

web tools, from avatars, music videos, widgets to animated banners. Late in the year, they launched a music video campaign, featuring 60 celebrities from around the world. In six months, Tck-tck-tck generated ten million “signatures”, which were presented to the world leaders in Copenhagen last December 07. Sadly, the petition failed to rouse the summit. In the end, the climate change agreements fell short of the campaign’s expectations, but the Time for Climate justice movement goes on. Is that a clock ticking in the distance?

Tap Project

Cause: Human rights Driver: Droga5 and UNICEF

In 2007, UNICEF and Droga5 rallied restaurant patrons in New York City to pay US$1 for every glass of tap water that they usually get for free. The collected funds financed the projects of UNICEF to provide access to clean drinking water to millions of children around the world. The goal was, and still is, to reduce the number of people who don’t have access to clean water and sanitation by 50 percent by 2015. Droga5’s genius campaign was borne out of the insight that people were inherently lazy, and to succeed, it had to make the task as painless as possible. To a New Yorker, shelling out US$1 for a glass of water requires no effort, and the campaign enables UNICEF to get donations without spending a thing. For as long as people go to restaurants, the campaign can be sustained indefinitely. When it was launched World Water Day in 2007, it received US$100,000 from New York City’s restaurants. Now, it has been embraced by other advertising agencies and 49 American cities. Modes of donation have been expanded to online or through mobile phones. On March 21-27, 2010, the next Tap Project campaign will be launched all over the world. Save the date!

Teach India

Cause: Education Drivers: JWT Mumbai and Times of India

Education is great equalizer, yet India possesses both highly educated people and people who lack the resources. Solution? Let the underprivileged learn from the successful, educated professionals. Teach India Project allows successful professionals to give back devoting two hours a week to teaching. Like Tap Project, Teach India makes it easy for volunteers to commit. When classrooms aren’t available, the lessons can be conducted at

“Guard your vote.” The campaign is essentially youth voters education and poll watchdog program.

a volunteer’s home. With the support of schools, companies, professional, and non-government organizations, the project is surprisingly sustainable. The campaign is the first education initiative in the world ever organized under one brand. The 2008 campaign has made a difference, with over 2,000,000 underprivileged children under the tutelage of 83,000 volunteer teachers. As the program grows, it has the potential to reach 75,000,000 uneducated children. Incidentally, the campaign has also won the only Grand Prix at the recent Spikes Asia.

Ako Mismo

Cause: Social Driver: DDB Cares

Since most young adults their own mobile phones, the country’s largest broadcast network, ABS-CBN, plans to utilize the mobile network and the Internet to monitor and report polling irregularities and violations in the coming 2010 elections. To create awareness and encourage participation, the network roped in a number of pop singers and bands. With the help of telco networks Globe and Bayan, The Philippine Star, the Commission on Elections, STI and other trade and academic institutions, the program registered around 30,000 boto patrollers. This vigilance network was tested successfully this year during the onslaught of Typhoon Ondoy and Pepeng. To join or learn more, visit http:// botomoipatrolmo.multiply.com.

Brand Aid’s Project Ahon Cause: Disaster Relief Driver: BBDO Guerrero/Proximity Philippines

Why waste the ideals of youth? Encourage each one to be the Ground Zero of change before society and government renders them jaded. The name Ako Mismo literally means “I myself” in the vernacular, as in “I myself will start the change.” DDB Cares, the CSR arm of DDB Philippines, secured the support of like-minded actors, musicians, athletes, and civic leaders to inspire teens and young adults to sign up for the movement. Each person was asked to make pledge of change. It could be anything, even something as personal giving up cigarettes or as minor as exercising restraint. When multiplied by the number of youth in the country, this could result in a collective change in the country. As proof of membership, each person was given a dog tag. 120,000 dog tags were sold during Ako Mismo Dog Tag Day event last June 12, reflecting its draw among the youth. Currently, their site has 295,372 commitments on their Commitment Wall. Proceed of events are often given to several charities. Among its more celebrated members is street educator Efren Peñaflorida, CNN Hero of the Year. For more information, go to akomismo.org

Boto Mo, Ipatrol Mo Cause: Electoral Vigilance Driver: ABS-CBN Network

Loosely translated, the campaign line means

Brand Aid is a unique movement created as a practical response to Typhoon Ondoy disaster. It consolidates support from all the players in the industry—from agencies to clients to consumers—to fund simple but sustainable relief projects. Its first outing, Project Ahon (meaning “to surface”), is an “ad placement for cash” campaign where participating advertisers are featured on special Ahon-branded ads that inform consumers of their donation pledges. Then media companies can do their share by converting the placement to its cash equivalent while the ad is still running. The difference is the money donated goes to Philippine Red Cross, which builds houses for displaced families, instead of going to the coffers of TV station or the publication. So far, Project Ahon has gained the support of McDonalds, SMART, Bayan, Johnson and Johnson, Philippine Daily Inquirer, The Philippine Star, and GMA Network. The first ads were released last November, during the 21st Philippine Ad Congress. To participate, please write to isabel. santillan@bbdoguerrero.com. january-february '10

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