adobo magazine | March - April 2009 by Sanserif, Inc.

Change roars BB Gandanghari with the country's Cannes Young Lions bets, DentsuIndio's Peepo David and Kulas Abrenilla KIDLAT SPECIAL

STEFAN SAGMEISTER

TIM MELLORS, GREY WORLDWIDE

ADFEST 2009: FIRST LOOK

NEW YORK FESTIVAL TELEVISION PROGRAMMING AWARDS

SCORCHIN’ SUMMER CENTERFOLD

ADOBO DESIGN AWARDS

REMEMBERING FRANCIS M MEDIA PILLARS: LISA GOKONGWEI BOY PANGILINAN BULLETIN’S TITA PAT PINEDA

PINOY FOOD: KULINARYA PEGASUS LANDS IN MANILA

... AND A FULL PHOTO GALLERY FROM ADSPACE: ADOBO TURNS 3!

Issue #20 Mar-Apr 2009 Philippines P180 Indonesia IDR 100k Malaysia MYR 15 Singapore SGD 10 Hong Kong Thailand

Issue #20 Mar-Apr 2009 P180

The Word on Advertising

Jury duty, Kidlat style

TOP STORIES

adobo turns 3 The Boop is back Petron picks three

09 ADSPACE adobo 3rd anniversary 16 ADOBO DESIGN AWARDS 14 NEW YORK FESTIVAL TV PROGRAMMING AWARDS 32 KIDLAT IN BORACAY 66 ADFEST 2009: FIRST LOOK 42 FRANCIS M. / ERASERHEADS

PROFILE

28 Pat Pineda, Manila Bulletin 76 Tim Mellors, Grey Worldwide 86 Stefan Sagmeister, Sagmeister Inc. 46 GLOBAL PINOYS 90 SUPERBOWL ADS

102 QUARTER LIFE MAC

Abstaining from the boat — er, vote. (thanks for the caption, Raul!) FRONT COVER CREDITS PHOTOGRAPHER: ANDY MALUCHE GRAPHIC ARTIST / RETOUCHING: RONIDA DICLAR

EDITOR-IN-CHIEF

ANGEL GUERRERO

97 BOY PANGILINAN

EDITOR ROCELLE

100 LISA GOKONGWEI

COLUMNISTS WILLY ARCILLA

56 ENTERTAINMENT REVIEWS

TV REVIEW: Trust Me FOOD REVIEW: Tambokikoy's BOOK REVIEW: Kulinarya

92 CREATIVE REVIEW

by Jureeporn Thaidumrong, JEH United

112 PRIVATE VIEW Cents & Values by Nanette Franco-Diyco

Logic & Magic by Bong Osorio The Bigger Picture by Cid Reyes Market Mentor by Willy Arcilla

REGULAR FEATURES

adobo Ads of the Month ad nauseum The adobo Centerfold Bang for the Buck Truth in advertising Creative Showcase / Local Creative Showcase / Regional

ARAGON

NANETTE FRANCO-DIYCO CID REYES BONG OSORIO

SENIOR CORRESPONDENT HARRY MOSQUERA WRITERS ALEXANDRA CASTRO OSCAR GOMEZ

DENISE KARUNUNGAN CRYSTAL REBUCAS AYE UBALDO

ART DIRECTOR LECH VELASCO EDITORIAL ASSITANT

NICA SERRANO

CONTRIBUTING PHOTOGRAPHERS

BOB GUERRERO JOEL SOL CRUZ ANDY MALUCHE HUB PACHECO AYE UBALDO

BUSINESS MANAGER

MAFEL HEBULAN

MARKETING & SALES EXECUTIVES

PHILIPP BALBUENA CECILLE GALGANA

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© All rights reserved by Sanserif, Inc. No part of this magazine may be reproduced or transmitted by any means without the prior permission of the publisher. While every effort has been made to ensure the accuracy of the information in this publication, the publisher and the editor assume no responsibility for errors of omissions or for any circumstance of reliance of information in this publication. The opinions expressed in this publication do not necessarily represent the views of the publisher or editor. Advertisements are the sole responsibility of the advertisers.

topstories

Cheers for adobo! Matt Seddon of Saatchi & Saatchi, host Lilit Reyes of Black Pencil and adobo's Angel Guerrero

adobo turns 3 On February 25, adobo marked its third anniversary. It has been an amazing three years, in which we have grown into a bimonthly title, distributed in five Southeast Asian countries and with a regional readership. With text/email blasts, select events, a graphic design competition, book distribution and a website to bring Philippine news and talent to the world,

we have always stood for a sharp eye and a good laugh. We have continued to print on 100% recycled paper — despite the cost in time and money — because we believe being green starts at the bottom line. We try to inspire, affirm, build a community and yes, laugh at ourselves and our failings. We say we try because this is not always what happens. We have hurt friends, missed deadlines,

made mistakes. But we have always tried to untangle the knots, and the magazine is a better one for it. Chalk it up to hard-won maturity. As we enter mid-2009, the recession is yet to hit full force. The year may be rough on us, as it has already been on the industry we love and are here to build. But true to our slogan, The Word on Advertising, we will be covering that industry as it goes into transition and, we hope, emerges stronger on the other side.

truth in advertising PUBLIC APOLOGY In the “Truth in Advertising” section of our 3rd anniversary issue, we published an article about “the marketing director of a big family business (who) had been skimming in the millions for years”. The article then goes on to say that “with much of the skimming done off advertising production cost estimates, the logic goes, Big CD (of a small agency that handled much of the business) had to have known something.” It suggests, without substantiation or verification of facts, that Big CD must have been aware of the racket of the marketing director. A person that we in adobo magazine personally know

as a respected and active member of the advertising community, and whose integrity and professionalism we have no reason to doubt, felt alluded to by the article. We do not intend to make that allusion. We do admit, however, that the suggestion in the article that “Big CD” must have been aware of the racket of the marketing director was made without substantiation or verification of facts. adobo magazine is issuing this PUBLIC APOLOGY and RETRACTION to rectify and/or erase whatever false impression the article may have caused on this person, his partner, and their advertising agency.

The Boop is back The accessories were the first clue. Entering the Kidlat judging room for Campaigns & Grey, Ompong Remigio was back with a vengeance. Local adland's tiny tornado joined the Pinoy creative exodus via JWT Vietnam before returning last year for family reasons. Initially joining Campaigns' shop Neuron, she is now working with founder Yoly Ong to reorganize the mother agency and its affiliates (PR, social

communications, etc.). Building a creative culture, training young talent and optimizing existing teams are some of the things on Remigio's plate. Winning awards and dealing with network WPP as well is a big job, even in knee-high golden gladiators. But things are already looking up. New biz wins and an anniversary campaign for the Ayala Group are inching Campaigns back into the limelight. adobo will be watching for some great creative, especially in an Ad Congress year. Look out, industry!

march-april '09

newsline Unemployment hits 7.7%, could worsen

Lowe gets a Bronze at Caples

The National Census & Statistics Office reports that Philippine unemployment has risen to 7.7% this year, for an estimated 2.8 million jobless Filipinos. Compared to last year’s 7.4%, the result showed that unemployment has risen by 180,000. Seen as a big contributor to the increased rate are the closures of factories and large electronic companies such as Intel. Regions in which export firms are situated, like Metro Manila, Southern Tagalog, Central Luzon and Central Visayas, registered the highest unemployment rate. Comprising about half the percentage are 15-24 year olds, at 49.2%, followed by 25-54 year olds with 46.6%; and about 4.2% of the unemployed being age 55 and above. However, according to Labor Assistant Secretary Reydeluz Conferido, the unemployment level did not worsen dramatically. He compared the result to those of the United States and China, which have both suffered all-time-high increases in unemployment.

Lowe Philippines’ Kuff ‘n’ Kollar campaign has won a Bronze in the Caples Awards, announced March 19. Held in New York City with entrants from all over the world, the Caples Awards are a top honor in the direct marketing field. The dry-cleaner’s campaign included three embossed postcards, each with an actual article of clothing on the front. Recipients could bring the postcard with them to any outlet for a discount on pressing. The same campaign was also awarded at ADFEST 2008.

Executive Creative Director: Steve Clay Copywriter: Edward Ong Art Director: Dylan See Somjai Satjatham, John Foster, Mario Serrano; Photographer: Simon Ng, Dindo Villaester Producer: Ponso Tolosa Digital Imaging: Simon Ng, Roger Rapacon, Michael Logaring Studio: Phenomenon Accounts: Karlo Salazar, Tynna Antonio, Jaime Ysrael

Local film helps buy Bibles for poor families

Talk about unusual film causes. Director Cesar Buendia's independent film, “Padre de Pamilya”, starring Ariel Rivera as an overseas Filipino worker who falls on hard times after refusing to participate in corruption, will help finance Bibles for poor Filipino families. The Archdiocese of Manila Biblical Apostolate has launched “Isang Biblia Bawat Pamilya”, a campaign to provide Bibles to Filipino families who cannot afford one. To finance the campaign, over 500 Metro Manila Catholic churches will purchase tickets to be sold to benefactors and parishioners, with part of the proceeds going to the campaign. The film was produced by the Jesuit Communications Office and the National Commission on Culture and the Arts (NCCA).

Petron picks DDB, McCann and Saatchi

UA AP targets global audience

The University Athletic Association of the Philippines may either retain or look for a new television network to broadcast its sports events, once contract with ABS-CBN expires on March 31, 2010. In its selection, the league is considering the network’s global acceptance and stability at this time of economic crisis. With its potential of an international audience, UAAP would want to be projected globally. Having aired the basketball and volleyball games for the last 10 years, ABS-CBN secures the right of first refusal. But expect GMA 7 and Solar Sports to aggressively bid for UAAP’s television rights. As of the meantime, the league continues to maintain good relations with ABSCBN, and both are already looking forward and preparing for the upcoming UAAP Season 75 this July. march-april '09

The pitch of the year is done. Local oil giant Petron has selected DDB, McCann and incumbent Saatchi as its three creative agencies, after three rounds that began with credentials presentations in mid-2008. The account is prized not only for its large media budget (est. US$10 million when it was awarded to Starcom in July 2008), but for its purely local structure and precedent of award-winning work. Commenting on the choice, Petron’s VP for Marketing Charmaine Canillas said the business had been awarded on the basis of “strategy and creativity. And of course the creativity had to be in line with the strategy.” Agency fees were also a consideration, she said.

Account assignments were not released at press time, but Canillas said that the business was evenly split, with all three agencies handling business across Petron’s divisions. Winning agencies were naturally elated. Commenting on his agency’s win of ‘major creative duties,’ McCannErickson Managing Director Nandy Villar said, “[It] is a triumph of both strategy and creativity for [us]. The briefs for both rounds were very challenging and for a nonincumbent like us, we had to go through an intensive learning experience which has now paid off. Add to that our heavyweight competitors; this win is very sweet for McCann indeed.”

DDB’s Susan Dimacali was equally ecstatic. “This is the first time DDB came up against the big boys,” she said. “It’s a very important win for us.” Contrary to rumors of a planned consolidation, Dimacali said that Petron had announced from the beginning its intention to retain three agencies. Twelve agencies had been invited to present credentials, resulting in a shortlist of eight: BBDO Guerrero, Black Pencil, DDB, McCann, Publicis JimenezBasic, and incumbents Leo Burnett, Lowe and Saatchi. This moved into a last round of five agencies earlier in March. In accordance with 4As policy, Petron paid pitch fees to all eight agencies that made the shortlist.

newsline More women perceive themselves financially independent -Synovate

Curiosity may have killed the cat—but it also kept the business.

Universal McCann keeps Globe AOR

In March, marketing reseach firm Synovate released a 12-country study on women and financial independence. The report showed that nearly six in ten (58%) women across the diverse countries believe themselves to be financially independent. According to the study, French women were most emphatically independent, with 80% considering themselves financially autonomous, followed by British women (76%) and South African women (69%). Bulgarian women were least likely to consider themselves financially independent (only 37%), slightly surpassed by women from Indonesia (47%). Around 4,500 women from different parts of the globe participated in the study. Women in developed economies were significantly more likely to consider themselves financially independent (68%) compared to women from emerging economies (51%).

RP leads in women executives

International consultancy Grant Thorton International has identified the Philippines as the country in the world with the most women executives, at 47%. The country leads the world average by as much as 23 percentage points. Data from the Department of Labor and Employment also revealed that in the past years, Filipino women dominated executive positions. This is certainly true for the advertising industry, which has a long tradition of female leadership across management, creative, media, clients and even industry associations. Lily Linsangan, audit partner and business risk services group head of Punongbayan & Araullo, said that women in the Philippines have indeed broken into the corporate world and the government. Other countries with many women holding senior positions are Russia (47%), Thailand (38%), Poland (32%), and China, Malaysia, Taiwan and Mexico (31%).

Jollibee bugs the New York Times

Local fastfood giant Jollibee opened its newest overseas store in the heavily Filipino borough of Queens, NY. Lines stretched round the block, and the New York Times was quick to lay down its verdict. Describing Jollibee as “the Mcdonald’s of the Philippines”, the reputable daily was less diplomatic on the chain's "forgettable" burgers and “straightforward” chicken. Echoing the feelings of many expat Filipinos that 'it's not about food, it's about home,' the paper described the Palabok Fiesta as "gummy but yummy" and the Jolly Spaghetti as “frighteningly addictive.” Best of all was the peach-mango pie, featuring elements both familiar and foreign and deemed “worth the wait.” Since its opening, this Jollibee outlet has enjoyed healthy (pun intended) patronage for the calorie-laden savory burger with that indescribable burp that follows. And for the cloying scent that clings to your clothes even after you've left. But when it comes to tastes of home, we're just gluttons for punishment. march-april '09

One of Asia’s most massive media pitches was decided in early February, when Globe Telecom awarded its US$40 million Media Agency of Record assignment to the incumbent, Universal McCann. The assignment was won in pitch against Mindshare and Zenith Optimedia. Brands covered included Globe Handyphone, Globe Broadband, and TouchMobile. adobo sat down with UM’s Venus Navalta, an industry pillar and former 4As President, for a post-pitch chat. “It’s a difficult business. But we really are the only agency with this much telco experience. We acquired and launched Smart in 1993; six months after resigning that we got Globe, and kept it as other telcos jumped from one agency to the next. That’s 15 years; we know well the industry and the difficulties of managing it. It’s a very demanding business. The telco wars may be over, but now the market is saturated and consumers extremely price-savvy. There’s still room for growth, but it’s more ... difficult. (She laughs, a laugh rich with relief and emotion that says more than any words could.) UM’s press release cites two factors in the win: the proprietary UM tool Curiosity, and “creative negotiation intelligence,” which can be read as referring to UM’s media buying might. ‘Curiosity’ is a tool we launched two years ago, but the global team sharpened it. We had tons of quantitative data,

but we analyzed it differently to come up with new solutions. On the negotiation, everyone had their own strategies. I have to credit our media partners (networks and broadsheets). I think we are well-loved in this market,

It’s a very demanding business. The telco wars may be over, but it’s even harder now.

and they’ll be fair about what is possible and what is not. We pushed them, and they responded. Unlike other pitches where incumbents field allnew teams, UM mixed old and new faces and kept its team small. Experts from the region flew in, to find fresh angles in boilerplate Filipino insights like “barkada.” But it was not easy. We had only four weeks; I had a fever and cough that wouldn’t go away. But I couldn’t stop working, and long hours too. So I just overdosed on any cold medicine that anyone else was buying. Then there were the rumors. As the incumbent, we were already on the defensive. We heard we had been eliminated, then that [another huge client] would be pitched. People concoct all sorts of stories at those times, maybe that’s why Globe announced the shortlist. But we couldn’t let that affect us; we had to keep morale up

and stay strong, in more ways than one. When the win did come, Navalta was not even at work, having left town to recuperate. McCann President Ricki Arches took Globe’s call; Venus found out only when she checked her phone to find 30 text messages and eight calls. It was very joyful, very emotional. Even before the clients could say anything, people were hugging and literally jumping for joy — and posting the photos on Facebook! Even our regional people were thrilled. Especially because it felt like a battle of the big three (Interpublic, WPP and Publicis). It was a good fight. We’ve been doing defensive pitches for three years. In 2007, we successfully defended J&J in the region, representing the entire Interpublic Group against Carat Thailand and O&M’s regional media. Unfortunately that didn’t happen with Coke, but it happened here, and for that we’re thankful.

photo by Lawin Bulatao

What I Learned at Raw School Third Domingo Principal It started with the creation of a new office in the Creative Guild: Young Creatives. We needed to pay more attention to young creatives and train them, lest they end up sad, angsty, without a clue — like most of us starting out. As the youngest board member, I was elected Director for Young Creatives. Eugene Demata challenged me for the position, saying he looks younger. He’s right, but the post went to me anyway. My task was a program to prepare our young guns for international competitions and, more importantly, make them better copywriters and art directors. I also wanted to create camaraderie among creatives (we usually only see each other when we compete), and for the program to earn for the Guild. As I expected, agency leaders prefer to sign up employees for something that is not one-time, but a program. The real reason the Raw School earned well is it did not have to pay for venues. Thanks to the sublime generosity of F-Word’s Ross Misa and Eric Matti, and il Ponticello's Manager, Rene. The name was suggested by Nina Jimenez, from Publicis JimenezBasic. It’s good that she came up with that because I was actually thinking along the lines of "David Guerrero Finishing School," or some trite "Ad" wordplay. Bad. The Syllabus The syllabus is still incomplete. Most of what young creatives are taught these days is technique: how to use Photoshop, which font, what scripts are funny and not. That’s well and good — if they know what advertising is really all about. [This is why] I made sure the syllabus balanced principles and technique. Technique can bring you awards. Principles, things greater than awards.

march-april '09

I think I understand advertising enough and question its methods often enough to help others become good at it. I try to learn everything possible because I find joy in sharing it with others. In high school I would climb roofs with smaller kids so I could teach them the constellations. We burned plastic and chemicals too, but that’s another story. For five years now, I’ve been teaching Copywriting and Art Direction at the University of Asia & the Pacific. I've since learned what students of advertising really need and benefit from. For instance I know that lectures and theories are

of little help. You learn advertising by doing. That is why I give my students a lot of assignments, and time to discuss, re-do and improve. I invite friends who are creative maestros to tell it like it is. Concept teams in my class are assigned for one sem to an agency leader with whom they can consult. Last year I also did a series of guest lectures entitled: “How To Beat Me” featuring David Guerrero and Dave Ferrer. Teaching creativity is tricky. You really cannot absolutely teach it. Some students simply have it and some don’t. As a teacher you constantly look for creative ways to ignite that spark. You cannot “impart” creativity. You can only give it a plant box to grow in. Since I am their teacher [my students] would eventually imbibe my style: an in-your-face, conceptheavy, really short, badly-written, visual jokefest. But that would be bad, for their career and their life. They should be exposed to different styles, so they can find and develop their own. I'm very glad that [the speakers] agreed given their busy schedules. I guess they know an opportunity to help the industry when they see one. My students are very lucky to learn advertising from a real agency and from different practitioners. That alone is a big advantage. But when they enter agencies, their bosses tell me become they're "really talented, but too confident.” But they always get hired again! Over the past five years every agency in Manila has a student of mine. At this rate I should be dominating Earth in the next three years. Heard the quip “Those who can, do. And those who can’t, teach”? I invented that. But Raw School proved me wrong once again. The speakers came prepared and ready to impress. The students saw most of the speakers for the first time in their

ONE thing I learned: Madaming magagaling na creatives. [There are so many good creatives.] And I still have so much to learn. Every week I would bust my brains on the assignments only to see better executions by other creatives. Creativity is such a amazing thing and I get to appreciate it every week. James Pereda Art Director / DraftFCB. Winner, Iron Creative II Favorite moment: Iron Creatives. It was different working with new people, and an honor to be able to compete with the seniors. Most memorable talk: Raul Castro’s (even my CDs went to see him). Plus the classes where my assignments were picked. I learned that you’re only as good as your last idea. Jot down, keep thinking, be inspired by everything around you. Next year: I hope it would be cheaper; some people wanted to go but couldn’t because of the fee. Free food wouldn’t hurt, and a consistent activity for each class. A better ‘classroom’ for nonsmokers — and a reunion for the first batch! Tricia Pascua Art Director / Bates 141 Manila

lives, legends they'd only heard of by rumor. That's why if you take a photo of the talks you'd see mostly open mouths. The Iron Creative Teams of Kat Gomez-Limchoc, Joel Limchoc, Eugene Demata, Dino Jalandoni, Jake Tesoro, and Dino Ocampo, are the exemplars of sport. Whoíd you think will risk their reputation against a young creative team in competition? Only a great creative. "We are all still raw." I learned so much from Raw School. The day you say you know advertising is the day another team creates a spectacular ad that you envy. It takes a lifetime to master. The second you open your mouth to talk rules, you stop improving. We are all still raw. I'm raw. No matter how fully-cooked and ready I think I am, I still have a lot to learn. In Raw School, you'll be surprised at how humble the great ones are. It's clear that they know a lot, but they don't pretend to know everything. They are students too. This is what makes them good, I think. No, I know. The speakers are talented people, dedicated to the craft. Talented and brave. It's a powerful combination. Watching Iron Creative gave you a sense that "Hey, I can be a CD too." I can win Cannes too. I can be really good and be a leader too. I felt this. If half the students felt this, Raw School would have been a great success. I will no longer be Publicis JimenezBasic's representative to the Guild [this year]. I hope the next Guild will continue with it. I can help. What I know for sure is I will apply what I've learned here, and more. Perhaps start my own advertising company. One last thing: Beer attracts knowledge. THIRD DOMINGO is Team Leader for Dramatization, Publicis JimenezBasic

The Hit radio seminar was my favorite. It was interesting to learn the POV of the producer, the voice-over talent and the jingle maker. It was also a freaky coincidence that I had a JO the next day for a jingle so I immediately put those nuggets into use. Suggestions? Don’t serve just beer! Biba Cabuquit Writer / DM9JaymeSyfu (and recent winner of a Kidlat Bronze for Radio Raw School moment: Winning Iron Creative twice. Talks I remember most: Lawin Bulatao, Raul Castro. One thing I learned: Have fun. Next year: More homework! More opportunities to show creative skills. Peepo David Art Director, DentsuIndio. As Iron Creative winners, Peepo and his partner received free entry to Young Kidlat, and will now represent the country at Cannes Young Lions.

adobo Ad of the year contenders

Ad Title: Ford Escape “Beyond Boundaries” web banner Agency: JW T Philippines Advertiser: Ford Group Philippines

Ad Title: XO “ Watercolor” T VC Agency: Neuron/Campaigns & Grey Advertiser: Universal Robina Corporation

adobo ad of the year • new york festival tv programming awards • adobo design awards

Ad Title: Nestle Cream “The Offering” T VC Agency: McCann Worldgroup Advertiser: Nestle Philippines

Ad Title: Coca-Cola “Angel” T VC Agency: McCann Worldgroup Philippines Advertiser: The Coca-Cola Export Company

Ad Title: McDonalds’ “Burger Burger Campaign (Bangs)” Agency: DDB Philippines, Inc. Advertiser: Golden Arches Dev’t Corp.

McCann's Nandy Villar with Bayan Wireless' Tunde Fafunwa and BBDO Guerrero's Dale Lopez, Simon Welsh, David Guerrero and Joel Limchoc

Ad Title: Nescafe 3-in-1 “Freshman” T VC Agency: Publicis Manila Advertiser: Nestlé Philippines

adobo magazine 2008 Ad of the year Bayan Wireless "Chase" TVC / BBDO Guerrero

Ad Title: Raw School “Cr y”, “Eat (Tanke)”, “Eat (Tony)” Agency: Publicis JimenezBasic Advertiser: Creative Guild of the Philippines

Ad Title: Bayan Wireless “Chase” T VC Agency: BBDO Guerrero Advertiser: Bayan Wireless Landline

Ad Title: Bayan Wireless “Chase” T VC / Agency: BBDO Guerrero / Advertiser: Bayan Wireless Landline Creative Director: David Guerrero, Joel Limchoc, Simon Welsh / Art Director: Jeck Ebreo, Dale Lopez / Copy writer: Tim Villela, Meggy De Guzman / Accounts: Ombet Traspe, Eric Oandasan, Shirley Gadia / Director: Henr y Frejas / Production House: FilmEx Producer: Jing Abellera / Post Production: Optima / Sound Production: Hit Production

Ad Title: Mach 5 Energy Drink “Caravan”, “Pedicab”, “Sacks” Agency: Creative Juice Manila Advertiser: Mach 5 Energy Drink

Ad Title: Saatchi “Mind Map” Print Ad Agency: Saatchi & Saatchi Advertiser: Ace Saatchi & Saatchi

Ad Title: Motilium "Baraks" TVC Agency: TBWA\Santiago Mangada Puno Advertiser: JANSSEN Pharmaceuticals

JWT's Kat Encanto with Kate Torralba

adobo's Rocelle Aragon with McCann's Nandy Villar JR Ramos & Matec Villanueva with McCann's Ad of the Month winners An Angel and more angels

ASAP's Allen Velez and adobo's Maf Hebulan

adobo magazine turns three, with three awardings in one anniversary night What's on top of Matt's mind?

adobo celebrated three eventful years and got set for many more on Feb.25, with ADSPACE, a party at Whitespace, the country’s newest upscale venue. True to its number, the party was a three-in-one awards event: for the Philippine winners of the New York Festival TV Programming Awards, the adobo Design Awards, and the adobo Ad of the Year awards, in which the best ad of 2008 was selected by the industry’s own creative leaders. Hosted with improvisational flair by executive creative director Lilit Reyes, actress & icon Cherie Gil and editor in chief Angel Guerrero, the evening began with the awarding of the New York Festivals TV Programming & Promotion Awards. Personalities like ABS-CBN’s Korina Sanchez, GMA’s Mike Enriquez, Mel Tiangco and Jiggy Manicad, and QTV’s Rhea Santos received their awards, together with fellow medalist, religious broadcaster Power to Unite Family Catholic Bible Group. Eleven Philippine medalists and 13 finalists were cited by the

prestigious competition. In news, lifestyle, and fantasy programming alike, Philippine TV competed and won with the world’s best. As the NY Festivals’ local representative, adobo magazine was honored to host the event. Next up were the adobo Design Awards, for the benefit of the World Wildlife Fund and with the theme REDUCE, REUSE, RECYCLE. A jury of ten leading designers, artists and creative directors, led by Jury Head Robert Alejandro, reviewed over 100 entries to pick the winners. Golds went to Kat Encanto (poster), Kyle Calderon (motion graphics), Abigail Osorio (Tetra Pak bag) & Bunny Vivero (recycled bag). The competition was graciously sponsored by Canon Image Press, bench, Tetra Pak, the Philippine Daily Inquirer, Punongbayan & Araullo, the International Academy of Film & Television in Cebu, Jam 88.3, Magic 89.9, maxFM, 99.5RT, Wave89.1, NuMedia and Abracadabra. Following the Design Awards was a brief reprise of adobo’s first three years. Editor in chief Angel Guerre-

photographs by Bob Guerrero, Andy Maluche, Joel Sol Cruz

march-april '09

ro recalled the magazine’s beginnings in her home office, cited the year’s successes and called her team onstage for recognition. Afterward, the evening moved quickly to adobo’s Ad of the Year. The creators of 11 Ads of the Month – each voted best of that month by creative directors and adobo’s editorial board – were honored with certificates. Finally, the winner was announced: BBDO Guerrero’s Bayan “CHASE”, selected via online voting as adobo’s Ad of the Year. Combining all that with killer industry bands — Deity, Dog Dog Band, Pasok Mga Buwitre and Darak — and plenty of shooters, beer, vodka and white wine, ADSPACE was a fitting cap to adobo’s first three years— and a great start for the next phase of ‘The word on advertising.’ adobo sends a special thank you to adspace's overall event producer Telly Arce. Coolly surviving the obstacle course that was adobo 3, Telly has clearly crossed over from T VCs to surreal live entertainment.

Hit Productions' Brian Cua is a hit!

Hanging with the neighbors: Angel with Onat Roldan, Matt Seddon & Arthur Young of Saatchi.

AdFarm President Gerry Magnaye enjoying the company of two lovely ladies

Definitely not a second-rate, trying hard copywriter. Party hosts Cherie Gil and Lilit Reyes

Saatchi's Ad of the Month winners

adobo's Angel Guerrero in a Kate Torralba dress

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Manny del Rosario of Rocket Science and David Guerrero of BBDO Guerrero

Saatchi's Tonypet Sarmiento III with Reg Bautista

adobo's head chef and kitchen crew

Darak's frontman, the fabulous Fabo

DentsuIndio's Mike Calaquian, DM9's Fin Neric and Eugene Demata Cheers for adobo! Lilit Trinidad and Third Domingo of Publicis JimenezBasic

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Angeli Lambsdorff & Lawin Bulatao of DentsuIndio

QTV's Rhea Santos

Bess Zamora of Free Press and Tess Ramirez of Cebu Daily News

TJ Manotoc of ABS-CBN Adobo Design Competition Judge Jowee Alviar of Team Manila and Kim Paulino of YoCards

SounDesign's Raul Blay & Student Adcon's Dan Villa

Photographer Neal Oshima

Martin Arnaldo of Unitel

march-april '09

New York Festivals TV Promotion & Programming Awards The party entrance you won't miss!

Korina Sanchez of ABS-CBN

Rhea Santos of GMA-7 The hosts with ABS-CBN's Jairus & Joseph Andre

photographs by Joel Sol Cruz Louie Ignacio for Power to Unite

Chit Guerrero of Bantay Bata 163

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Local TV, global recognition Makati adland collided with QC showbiz at the adobo party, when network news stars, child actors and religious broadcasters came to be honored at the 2009 New York Festivals for Television Programming & Promotion. Four golds, seven other medals and 13 finalists from the international body were awarded that night, proving that Philippine TV is up there with the worldâ&#x20AC;&#x2122;s best. Established in 1958, NYF is an International Awards Group (IAG) competition judged by producers, directors, writers, and other media professionals from around the globe.

Angel Guerrero: Queen of the party in a Sassa Jimenez dress

Mel Tiangco of GMA-7

GOLD GMA Network, Inc. “24 ORAS” (24 Hours): “Corporal Abeto” QTV Channel 11 Inno Sotto A Special Fashion Documentary POWER TO UNITE CATHOLIC FAMILY BIBLE GROUP, INC. Seeking the Filipino Identity through Music and Arts ABS-CBN Broadcasting Corporation Bantay Bata 10th Anniversary Mike Enriquez & Jiggy Manicad SILVER ABS-CBN Broadcasting Corporation Investigative Report on the Substandard Food Supplements/Bandila GMA Network, Inc. “24 ORAS” (24 Hours): “Lanao del Norte Attacks” POWER TO UNITE CATHOLIC FAMILY BIBLE GROUP, INC. EROS: To be with you so I can be with you in love Deity's goddesses

ABS-CBN Broadcasting Corporation Rubberman (Lastikman) ABS-CBN Broadcasting Corporation Boy and Kris BRONZE GMA Network, Inc. Reporter ’s Notebook: “Pinays for Export” QTV Channel 11 Chef to Go FINALISTS ABS-CBN Broadcasting Corporation Entertainment Program Promo “RUNAWAYS: Human Trafficking Sa Jordan” ABS-CBN Broadcasting Corporation Environment & Ecology “People Power Play” ABS-CBN Broadcasting Corporation Inserts: Human Interest “Wowowee” ABS-CBN Broadcasting Corporation Inserts: Special Report “Korina B. Sanchez” ABS-CBN Broadcasting Corporation Variety Special “Kung Fu Kids”

Korina Sanchez, TJ Manotoc & Bong Osorio

ABS-CBN Broadcasting Corporation Health / Medical Information “Rated K / Bata (Child) Episode” GMA Network, Inc. Drama “Joaquin Bordado” GMA Network, Inc. Best Public Affairs Program “Emergency: “Jumper Kids and Battered Children”” GMA Network, Inc. Art Direction: Promotion Spot “I-Witness: “Bundok na Kristal” (Crystal Mountain)” GMA Network, Inc. (QTV Entertainment) Promotion of a Website “The Sweet Life” GMA Network, Inc. (QTV Entertainment) Coverage of Breaking News (Longform) “Ang Pinaka (Top Picks…)” GMA Network, Inc. (QTV Entertainment) Social Issues / Current Events “News On Q – Batasan Blast” GMA Network, Inc. (QTV Entertainment) Best Newscast “Draw the Line” march-april '09

BAG DESIGN, GOLD - "EXBAGS", BUNNY VIVERO, JR.

TETRA PAK BAG DESIGN, GOLD - "NAUTI", ABIGAIL OSORIO

MOTION GRAPHICS, GOLD - "KNOWING TREES", MIRO CALDERON

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POSTER, GOLD - "YES YOU CAN", KAT ENCANTO

ROBERT ALEJANDRO RA A Design / Jury Head

REX ADVINCULA Inksurge

JOWEE ALVIAR Team Manila

AJ DIMARUCOT Collision Theory

DAVE FERRER JWT Manila

JOEL LIMCHOC BBDO Guerrero

ISA LORENZO Silver Lens Gallery

MARCUSHIRO Electrolychee

SUSAN OSHIMA World Wildlife Fund

MON PUNZALAN Team Manila

or three lucky Filipino designers, 2009 will be remembered as the year they topped the Adobo Design Competition. Judging for the contest was held February 17. Far from a forbidding panel of elders, the jury was inventivelycoiffed and very ‘designer,’ brimming with child-like excitement to peek at the newest design candy. Generously run by Jury Head Robert Alejandro, judging was first done by voting—“Raise your

Inevitably, while judging was neither easy or unanimous, the winners were the most polished works, with a clear understanding of the theme. For example, Kat Encanto’s winning poster was designed to be cut up and reused as decorative light-switch stickers. Ingenuity (and its opposite, the “Seen that before — corny!” plaint) was definitely a big factor in the judging.

hand if you think this should go through”—then by rank, getting more complex as the entries reduced. In all, judging was eight hours of mind-wracking, eyefatiguing editing, choosing from entries of widely varying caliber to select those superior in effort, thought and creativity. This year’s challenge was for the benefit of the World Wildlife Foundation, focusing on “Reduce, Reuse and Recycle.” Positively, there were plenty of entries, and a definite rise in creative heat versus last year’s first-time competition. On the downside, disappointment flowed from the flawed execution of a number of could-have-been-fantastic ideas.

On a more interesting note, the judges were asked how they would’ve entered, had they joined. Here’s some of the advice for future Designers: Creativity and idea. Relevance to the theme, ingenious use of specified materials. Strength and impact of the general image. Design vs. Advertising. Mass reproduction. And of course, cold-blooded execution. How did these reflect in the entries? Multi-awarded creative Dave Ferrer observed that the biggest problem lay in execution — “there’s nothing quite [so] different” about the submissions. But some still stood out, like a poster handprinted on dried banana leaf. While

Judgment Day at Polo Club by Denise Karunungan

the single entry piqued Ferrer’s interest, it lost points by failing to consider mass reproduction. Asked how he would have submitted his entry, Ferrer gave a long pause before answering “if somebody saw the poster, it shouldn’t just tell them what do, it should interact with them.” [Most of the judges agreed that they would have created entries using recycled paper.] On the other hand, Jury Head Alejandro prioritized ingenuity. He was very satisfied with the winners, which he found not only well-designed, but well-aimed for a young target market. Alejandro also remarked that he “had the greatest respect” for his fellow jurors, considering them to be among the best in the field. There was also Susan RoxasOshima of the WWF, a steady presence and actual “client” of the competition. While her preferred entry did not win Gold, she saw the level of expertise and passion, and gained perspective in moving young people to positive environmental action. Other judges were famed in their fields of graphic design, photography and advertising. Marcushiro said that some entries shared his concept in terms of materials, but that he would have focused in the direction of “what you see is what you get.” Similarly, AJ Dimarucot commented that “entrants should think about the consumer”, and that he would have “used the medium to convey the message”. Team Manila founders Mon Punzalan and Jowee Alviar emphasized directness of the im-

Create with the greatest passion, and edit with the coldest perspective.

age, with copy short and direct if at all — “no communication hassle.” While other judges gave strong points for use of materials, the duo prioritized message and uniqueness: how strong is the concept, how flawless is the execution, are typography and illustration equally keen? Jowee also pointed out design vs. advertising, hoping for more design and less advertising among the entries; he would’ve used different materials (even silk-screening a poster) and made it more collage than 2-D. Mon, on the other hand, would have made a possible “series of ads” portraying the theme. Inksurge’s Rex Advincula would have practiced his team’s style of visual narratives to create a story from reduce, reuse and recycle, perhaps a personal approach reflecting how he himself recycles. The day was a long one – tiring but instructive. The quality of the winners led some jury members to wonder if they would’ve even been finalists. But one tip the jury shared for aspiring designers is this: create with the greatest passion, and edit with the coldest perspective. This is to say, fire up your idea, then ramp up your execution, because it is only in balancing the two that your work will have its biggest impact. (Not an environmental one, of course!) march-april '09

movers Joey Agbayani joins Straightshooters

Director and animator Joey Agbayani has joined Straightshooters Media, according to EP Madonna Tarrayo. He was formerly at Unitel.

Lilit Reyes leaves Black Pencil

Leo Burnett Phils. has announced the departure of Lilit Reyes, executive creative director of its operating unit Black Pencil, effective mid-April. Credited with awardwinning ads for Cinemalaya (“Playtime” and “Snapshot” topped local award shows in 2007 and 2008), McDonald’s, P&G and the CCP, Reyes has been with Burnett for 15 years. Former Creative Guild president, Palanca Award winner for Best Screenplay, Raw School opening speaker and muchread blogger, Reyes leaves to pursue interests outside the business where he has spent most of his professional and personal life. Commenting on Reyes’ exit, Burnett Managing Director Raymond Arrastia said, “Lilit has been a powerful creative force not only at Burnett but also in the industry. We look forward to seeing him win more awards, and it won’t be surprising if he bags more honors aside from advertising.”

Filmmaking Mecca in Cebu IAFT provides an atmosphere conducive to creativity. Their seaside location at Mactan Island provides an advantage: a meeting place for brainstorming and preproduction; cinematic views that seem created for shoots, and a venue for relaxation once classes and shoots wrap up.

Joey Ong now ECD at Bates141

Bates141 Philippines promoted Joey Ong to Executive Creative Director in March, within six months of his joining. Joey came in #6 in last year's adobo creative ranking, and is among Media magazine's Top 100 in the region. His Greenpeace "Trees" poster has been awarded at D&AD, Cannes, Clio, One Show, Spikes and Adfest, where it won the country's first Gold. Prior to joining Bates141, Joey worked at Bates141 sister company OgilvyAction, JWT (where he created "Trees" with Dave Ferrer) and JimenezBasic. Of his new ECD, Bates141 head Peter Sandor says, "Since joining us, Joey's contributions for Dell "Graffiti" and our WWF Jeepney campaign have been outstanding. He is raising our creative reputation and leads by example by creating great work, and our clients and employees love working with him."

Brew gives an endless supply of Rise

BREW welcomes its newest Executive Producer, Rise Faith Avila-Malabanan. Rise has over 10 years of experience from various production and post houses.

Rose Pineda joins CRUSH

TNBT agency CRUSH Philippines recently hired Rose Pineda as Accounts and Business Development Head. “Having worked from the client side for most of her career, Rose brings with her a fresh perspective,” said CRUSH's Marco Nieto. “We are very happy to welcome her aboard the team.”

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An international film school in Cebu? Well, why not? After all, Hollywood was set up in California because of the calm weather and warm golden light – both of which the Queen City has in abundance. Established in 2004 by veterans of the US film and production industry, the International Academy of Film and Television (IAFT) has attracted aspiring filmmakers from around the globe. First-class facilities at an affordable price make it a boon to filmmakers in the DIY digital age. Learn Basic Filmmaking skills such as Directing, Producing, Screenwriting, Sound Production, and Editing in IAFT’s Certificate Program in Filmmaking. The 51-unit course, in two nine-week terms (4-1/2 months), gives you the training to jumpstart a career in media production. The Crazy Filmmaking Program holds classes right on a movie set, working on a full feature film for one year. And the Diploma Program in Film-making tackles advanced modules, complete with a thesis and a 60-hour internship. Other workshops include Acting, Certificate in Sound Design, and short-term courses in various media competencies. The intensive courses are equipped with state-of-the art facilities. There are two fully-functional soundstages (with another two being built) and an Audio Mix Theater for students’ class exercises and film/TV production. Once all shots are captured, Apple Final Cut Pro workstations are provided for the editing. These highest quality facilities make the IAFT an excellent educational value for the serious film-maker.

The school’s affiliation with Bigfoot Entertainment gives it an edge, leading students straight into internships at Bigfoot Production, Fashion TV, or New Cebu Film. In IAFT, students get a taste of the reel and the real deal, Hollywood style.

A proud sponsor of the adobo design competition, IAFT looks forward to hosting Kyle Miro Cruz Calderon, first-place winner of the Motion Graphics category, in their next Certificate Program.

movers

photographs by Joel ol Cruz

Ace Saatchi & Saatchi welcomes new Head of Activation

In March, Onat Roldan joined Saatchi as Head of Activation. Roldan has years of experience in both creatives and accounts, most recently at JWT where he was General Manager for Brand Activation. Roldan works closely with Tony Sarmiento, VP-Creative Integration and Raoul Floresca, VP-ECD,, and reports directly to Saatchi head Matt Seddon. Says Seddon: “I passionately believe activation is the way ahead in our industry. And I don’t think there is a better guy than Onat to help lead the charge for us in this area.” The move was first announced at adobo’s party, when Roldan received his brand-spanking-new business cards.

Poster design gold winner: Katrina Encanto

Steve Hough joins Y&R KL from Saatchi network Pasok Mga Buwitre!

Gold winner Bunny Vivero, Jr.

Abigail Osorio wins gold in the Tetra Pak bag design category Motion Graphics gold winner Kyle Miro Cruz Calderon with Rica Estrada of Silverlens Gallery

Steve Hough, one of Asia’s most highly awarded creatives, has left the Saatchi & Saatchi network after four years to join Y&R in Malaysia. On the move, Hough said, “The last four years have been terrific and I will miss working with the Saatchi team immensely. But it just felt like the right time to move on and do something different. On the creative front, it’s a perfect time to be joining and be a part of the resurgent Y&R brand.” In the last three years, Steve has won a Gold Cannes Lion for the Amnesty International “Stamps” poster campaign, a Silver Lion for Wonderbra “3D” (the 10th most awarded poster campaign in the world 2008, according to the Gunn Report) plus three Bronze Lions: for Olay, Western Union, and the Cu Chi Museum respectively. Also in this time he has won a Gold Clio, three Silver Clios, and four Bronzes.

Eugene Cheong takes creative leadership in Ogilvy in Asia

Y&R's Leigh Reyes with Cynthia Dayco

Angel Guerrero and Inksurge's Rex Advincula with Rommel Joson (silver, poster design)

Ogilvy & Mather Asia-Pacific has appointed Singapore’s Eugene Cheong as the top creative for Asia-Pacific. A 20-year Ogilvy veteran, Cheong is a former regional head of copy and was also a creative group head at Ogilvy London. In 2007, Cheong and his predecessor Tham Khai Meng (now worldwide creative director) won Cannes Gold Lions for the third year in a row. The news was greeted with approval at the adobo office, where we still remember Cheong’s bio in our Creative Review 2007: “Eugene is statistically Asia’s most awarded writer. Not bad for someone who flunked English in secondary school.”

Tetra Pak's Tess Raymundo presents the bronze in the Tetra Pak's bag design category

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movers SMG appoints Justin Low as Regional Communications Director

Singapore – Starcom Media Vest Group (SMG) appointed Justin Low as Regional Communications Director, reporting directly to SMG’s Asian CEOs and to its SVP/ Marketing Communication Director, Lena Petersen. He is responsible for leading the development and execution of the media agency network’s internal and external communications programs across the Asia Pacific region. “We’re excited to have Justin’s creativity, vision and experience working to promote and elevate the SMG brand in Asia Pacific,” said Andrew Swinand, president, global Operations at SMG, in a statement.. Previously with Omnicom Media Group and Y&R, Low contributed to the PR achievements of both agencies.

Jishnu Sen moves up to COO, Grey India

Mumbai – Grey India announced the promotion of Jishnu Sen to Chief Operation Officer. As COO, he will be in charge of the strategic and operational leadership of the agency’s business. In his promotion, Sen looks forward to partnering with the team in creating powerful brand ideas grounded in consumer understanding that aims to help clients win in the marketplace. “I will continue to champion the cause of an integrated brand approach involving above and below the line communications medium,” he said. Prior to Grey, Sen has held various positions with JWT and Y&R across India, Singapore, Hong Kong, and in the US. His diverse portfolio included brands like Colgate, Pepsi, ITC, Pizza hut, GSK, ESPN, Star Sports, Indian Army, and Reckitt Benchiser.

Tambuli Awards

The Tambuli Sounds for Local and Asian Entries The University of Asia and the Pacific’s (UA&P) Tambuli Awards is the first and only award in the country that bestows merit on marketing communication campaigns successful not just in financial terms, but in conveying a positive call to action. Formerly the Integrated Marketing Communications Effectiveness Awards (IMCEA), the reborn Tambuli Awards honor income-generating efforts that place equal consideration on commercial rewards and the development of healthy human perspectives. Though still on its third offering, the Tambuli Awards has pedigree. Its Advisory Board of 2009 includes respected individuals from advertising, media, marketing, research and the academe: Chairman Javier Jose Calero-Chairman, Full Circle Communications; Carmencita Esteban-President, Philippine Survey and Research Center-Research International (PSRC-RI); Vicente DinglasanManaging Director, IDS Philippines Country Customer Unit; Ramon Jimenez-Immediate Past Chairman, Publicis JimenezBasic; Eric Canoy-President, Radio Mindanao Network; Jaime Puno-Former Chairman, Dentsu, Young and Rubicam;

Nescafe (Nestlé / Choose Wellness): Winner of the biennial Tambuli for 2007

This year, The Tambuli takes the competition another notch higher by opening the competition to Asian entries. will be named as jury chair and members of The Tambuli Awards Board of Judges. IMCEA’s transformation to The Tambuli Awards is a major step to the UA&P’s commitment to values-oriented communications. This year,

Stewart joins Maxus as Asia-Pacific CEO

In February, Motorola’s Neil Stewart was appointed Chief Executive of Maxus Asia-Pacific, a media firm owned by WPP’s GroupM. Commenting on his new position, Stewart said, “The real innovation in the communications industry is coming from media agencies – both in the breadth of offer, and in the delivery of accountability that clients demand in these difficult times.” A top 10 network in the Asia-Pacific, and one of the fastest-growing media agencies in the region, Maxus increased billings by 21% in 2008.

JWT Singapore staffs up planning for Global Lux account

Moving to JWT Singapore in February were Senior Planners Gino Borromeo and Ida Siow. Borromeo joined from Saatchi Singapore, where he handled Sony Ericsson and Singapore’s Economic Development Board. Prior to that, Borromeo was with both McCann Erickson and Harrison Communications in Manila. His fellow Senior Planner Ida Siow comes from DDB Singapore, where she handled the Ministry of Finance and the Ministry of Information, Communications and the Arts.

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Milo (Nestlé / Choose Wellness) TVC

Raul Juan Esteban-Managing Director, PSRC-RI; Herminio Ordoñez-Chairman Emeritus, Publicis Manila; Francine Calero-Racho-Dean, School of Communication UA&P and Jerry Kliatchko-Vice-president, Academic Affairs and Corporate Communications UA&P. Heads and senior executives of advertising agencies and corporations

The Tambuli takes the competition another notch higher by opening the competition to Asian entries. It is an effort not only to widen its network, but also to make its mark in the region. It may still be in its early stages, but its progress has been colossal. The competition will award gold, silver and bronze medals in nine cam-

paign categories: Small Budget Product and Small Budget Service, Established Product Brand and Established Service Brand, Integrated Internal Marketing Program, Innovative and Integrated Media, Insights and Strategic Thinking, Effective Teens Brand, and Effective Family-oriented Brand. The Tambuli will grant the Effectiveness Agency of the Year Award as an additional honor. Agencies with three winning entries qualify for the award. The Carmencita Esteban Platinum Award is the highest honor of The Tambuli where only gold award winners qualify. In its first two competitions, gold awards were awarded to such diverse campaigns as, 2005: Surf-Lowe Inc. for Best New Product Brand Introduction, Globe G-Cash-Harrison Communications Inc. for Best New Service Brand Introduction, Philamlife Quantum-Well Advertising for Best Small Budget Product Brand Campaign, Planters Development Bank-One:Manila for Best Small Budget Service Brand Campaign, ClusivolAdformatix, Inc. for Best Established Product Brand Campaign and Cebu Pacific Air-JimenezBasic Advertising for Best Established Service Brand Campaign; and for 2007: Nestlé/Choose Wellness, Choose Nestlé-Publicis Manila.

movers Ogilvy moves, and moves, and moves

In mid February, O&M announced several changes in regional positions. On the suit side, John Goodman moved from O&M Japan to Regional President of OgilvyAction. He will also oversee Southeast Asia operations, in partnership with current COO for SEAsia Teng Hock King. Goodman’s job heading O&M Japan was taken over by Kent Wertime, formerly of OgilvyOne, where Wertime continues as Regional President. In China, Raymond Tao was appointed President of O&M Advertising in China. He will be supported by Michael Lee, who moved to Hong Kong in the new role of President, Strategic Development, Greater China; and by Joyce Chang, Managing Director of Ogilvy Advertising Beijing, who relocated to a similar role at Ogilvy Advertising Shanghai in March. In creative, Singapore’s Eugene Cheong was appointed Regional Head of Creative for the Asia-Pacific in February (See page 19). Former OgilvyOne Singapore ECD Peter Moss returns to Asia (from Ogilvy New York) as one of several Regional Creative Directors. Working closely with O&M Singapore ECD Todd McCracken, digital expert Moss will be directly involved with accounts such as Diageo, The Economic Development Board and Unilever.

Erin Johnson named Chief Communications Officer in JWT

New York – Bob Jeffrey, Worldwide CEO and Chairman of JWT, announced the promotion of Erin Johnson to Chief Communications Officer. In this role, Johnson will work with the Worldwide Executive Committee to facilitate the agency’s macro business objectives. She will lead JWT’s marketing communications and will be responsible for building a strategy to strengthen and grow the JWT brand globally.

Rob Potts and Andy Jex join Saatchi & Saatchi London

London - Saatchi & Saatchi London hired creative duo Rob Potts (copywriter) and Andy Jex (art director) as deputies to the Creative Partners Kate Stanners and Paul Silburn. Potts and Jex, who will have Creative Director titles, are expected to join Saatchi & Saatchi in April from Mother London, where they have worked for the last five years. At Mother, the team was famous for their pitchwinning Stella Artois last year, the Pot Noodle campaign featuring Welsh miners and award-winning work for Zoo magazine. Prior to joining Mother, the pair were at Fallon London for five years where they picked up two D&AD yellow pencils, for BCC Radio 1Xtra streetmusic and Sony Walkman. In their careers, they have also won awards for Supernoodles, Xfm, Walker’s, Nando’s and Timex.

Couple: 1 Belai Santillan of BBDO Guerrero 22Mad and Ricky Santillan of Dual Action Blender march-april '09

May Future Ba Ako sa Advertising? Early on February 18, St. Paul University was a mass of excitement. The 3rd Student Advertising Congress (SAC) delegates were converging, queuing to register, and generally checking each other out. Initiated by Event Chair and Professor Dan Villa of the Lyceum of the Philippines, the event featured speakers and a student ad competition, in a mini version of the upcoming Philippine Ad Congress. On behalf of Manila Mayor Alfredo Lim, who begged off two hours after his scheduled appearance, Manila City Tourism Chief Gemma Araneta Cruz presented the key to the city. Keynote speaker Charmaine Canillas, chair of both the Advertising Board and the Philippine Assn. of National Advertisers,

Growing every year, the Student Ad Congress allows students to learn by doing, exposes them to industry realities and helps them make informed choices about the industry that awaits them. presented the students with three unexpected role models: Sponge Bob Squarepants, optimistic, curious, and above all, undaunted; Dory the Clown Fish who saw everything as if it were the first time; and Po the Kung Fu Panda, who had to learn the value of going beyond theory to put knowledge to use. Such qualities, she said, could

provide a career not only in advertising, but anywhere. After client came agency, in the person of BBDO Guerrero Associate Creative Director Jao Bautista. His rousing roundup of advertising talents included: be chismosa, pakialamera, intrigera, palaaway, bibo and buang. (Put that on a job description!) Bautista’s point is that those who make it their business to know what is going on, who can

the panel discussion done, TV commercial director Teddy Catuira presented a collage of jaw-dropping, award winning TVCs. After the speakers, it was on to the competition. This year marked the debut of the New Digital Media category, which fit well with the year’s brief to launch Voce Uno, a combination laptop/ mobile phone. From mostly senior students, the Congress

and will fight for an idea, who remain positive and life-crazy, have a future in advertising. The highlight of the day was the panel discussion. Speakers discussed the state of their respective industries and provided frank tips for new grads. Kathleen Mojica, a McCann veteran who now runs her own shop, narrated how an advertising creative is, well, created—through creatives’ sheer guts and mentors with the patience to train and mold. Dinky Villanueva, representing client side, encouraged the throng not to give up despite the bleak atmosphere. Romeo Sangalang discussed the potentials of outof-home, while Ralph Menorca showed how youth trends affect the mainstream media. Perhaps the most revealing session came from Raul Blay, who provided a glimpse into supplier life as a field that may be well-paid but remains a labor of love. With

received a staggering 67 entries for print, 29 for radio, 34 for TVC 30s. The New Digital Media category 22 MMS entries and 24 entries for Pop-up 3sec. Event Chair Dan Villa exulted, “We have the new stuff. The future medium is [here], exercised now. The exercise is definitely beyond theory. It is now applied. We received great concepts and great executions. This is very significant.” First place winners were teams from Lyceum of the Philippines (MMS ‘Twister’, Print ‘Caravan’), FEU (TVC ‘Finger Paint’, Pop-up Banner ‘PacMan’) and Bulacan State University (Radio ‘Pare’). Growing every year, the Student Ad Congress allows students to learn by doing, exposes them to industry realities and helps them make informed choices about the industry that awaits them.

Take Three from Raymond Legaspi Former O&M, JWT and Arc Worldwide creative director Raymond Legaspi is back with his trademark larger than life characters and vibrant color. Back at his Negros hometown, having escaped the Metro three years ago, Legaspi has churned canvas after canvas, with one big show a year. His latest collection, The Circus Show runs from March 25 to April 7, 2009 at the Ayala Museum ArtistSpace. (Despite its title, the show is not about his years in advertising.)

We don’t want to produce starving artists who have all this great talent, but don’t know what to do with it. “School’s been blown to pieces…” - School’s Out, Alice Cooper

School of Cool

The winds of change are blowing a hailstorm around the world. And in once-buttoned-down Makati, film junkies, design denizens, and individualistic creative types have a new breeding ground at The One School. Inspired by the educational philosophy of Edward Harkness, The One School strives to create an environment in which students can find their individual “voice.” This is achieved by providing a more intimate classroom experience, with individual mentoring and interaction with instructors who are respected practitioners in their fields, as well as project-based learning that lets students take the reins on their own projects, pitching their dreams and schemes to a panel of real world industry professionals. With options from a 6-month certificate program to a 4-year

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bachelor’s degree, The One School offers in Fashion Design & Marketing, Intermedia Arts, Film & Technology, as well as Entrepreneurship, that strive to transcend the barriers of traditional higher education. One of the school’s founders, Lex Ledesma, entrepreneur and Stanford Master of Engineering graduate, stresses the importance of entrepreneurship in the creative mix. “We didn’t want a school where students just learn art for art’s sake, but instead find a way to develop a career around whatever artistic talents they have. We don’t want to produce starving artists who have all this great talent, but don’t know what to do with it.” SHIFT, the School of Intermedia, Film and Technology, is led by TeamManila, the graphic design team that made Pinoy pride cool again, as well as acclaimed film/commercial director Quark

Henares. Together they strive to provide a venue for visual artists and filmmakers to learn craft and technique to match their visions. According to the team, “Nowadays it’s all about convergent technologies, which provide a lot of opportunities for young people. Together with the emerging technology, you use your film knowledge to make a short film, you use the internet

to release it virally, you make a website with graphic design and photography to market it, and you might even use motion graphics, so by focusing on being creative within the digital medium, we’re equipping you to get ready for that kind of world.” SoFA, the School of Fashion and the Arts, is led by Instituto Marangoni alumnae Loralee Baron-Soong and Amina AranazAlunan. Alunan's bags have been lauded in the pages of US Vogue, and she runs her own successful local business. The One School's partner for their Fashion Design & Marketing curriculum, SoFA was recently chosen by Project Runway Philippines as Manila’s equivalent to New York’s Parsons School of Design. As a relatively new school, pursuing an alternative school of thought in an increasingly competitive industry, The One School’s Lex Ledesma has one thing to say: “I think who we really are, is not better or worse (than any other school), but definitely different.” - Alexandra Castro

The Outdoor Advertising Association of the Philippines (OA AP) inducted its 2009 Officers and Directors on Feb. 27, 2009. Special guests were Malacanang Press Secretary, the Hon. Cerge Remonde, and 2009 Adboard Chair Charmaine V. Canillas. In photo are Ed Acosta, Atty. Joe Vale, Mary Anne AlcordoSolomon, Lot Tan, Secretary Remonde, Atty. Troy Banez, Rod Guevarra, Dan Sembrano, Bobot Sto. Domingo, Norman de Leon, Jun Guzman, Frank Abueva and Delia Magtoto.

21st Philippine Advertising Congress November 18-21, 2009, Baguio City

AdCon sponsorships going fast; early bird registration ends March 31! The AdCon trade show last January 23, was a big success. Major sponsors have snapped up the mega-buck branding opportunities, but venue-oriented merchandising (banners, streamers, and other publicity) is still very much open. Most of the booths at the trade show – now a big, branded event, for the first time — have also been reserved. The crowd failed to react through most of Ways & Means Chair Hermie de Leon’s sponsorship presentation, but leaped to action later when reservations began. Online sponsorship options were presented by Chewy Chua of Tribal DDB, creators of the AdCon site and its forthcoming community. The Hotel & Meals committee also opened reservations to over 35 accredited hotels. November seems a long way away, but things are moving. Overall AdCon chair Margot Torres reminds everyone that early bird registration, a sizable discount at nearly 30% off, expires March 31. To register and for more information, visit www.adcon.com.ph. Meanwhile, the PR Committee headed by Jones Campos, Globe Asst. Vice-President and Head of PR, and Pepito Olarte-Group Sales Director of the Inquirer Group of Companies, held a press conference last February 19 where Torres addressed the Lifestyle editors of major dailies . A full media presscon followed on March 26. march-april '09

newbiz/pitches Creative Juice wins Novartis corporate, Teriyaki Boy

The Novartis corporate business was awarded to Creative Juice Manila after a credentials presentation. Awarded was “Kaagapay,” a corporate program in partnership with the medical community to make the Swiss pharmaceutical giant’s products more accessible to more Filipinos. The agency has also been awarded Teriyaki Boy, the leading casual dining Japanese resto in the country.

Healthy new biz growth: Campaigns & Grey goes for three

Campaigns & Grey announces a triple win of recent health-related businesses. In February, the agency won the Dept. of Tourism’s Medical Tourism Project, shared with DM9JaymeSyfu. Pitched in early February among the two agencies along with Artes International, BBDO, and J. Romero, the requirements were for an AVP, online and brochures. According to an agency source, “The client brief cited the country’s culture for caring and facility with English; but we thought that we first need to show that this country has produced among the brightest minds in the field of medicine. The DOT awarded the account on Feb. 12, citing the soundness of the strat and the creativity of the campaign.” It has been reported elsewhere that the account has been split, with DM9 charged with consumer advertising (attracting medical tourists) and Campaigns with institutional communications. Campaigns’ two other wins were Glaxo Smith Kline (GSK), which appointed the agency’s social response and PR arms to handle local communications for a global initiative to reduce prices of branded medicine from 30-50%. The account was pitched in late 2008, and won over Y&R Action Marketing and Fuentes & Associates. Makati Medical Center was awarded in December, handling the institution’s 40 th anniversary and relaunch in a highly competitive medical market. Also involved in the pitch were McCann Healthcare and Rapp.

DDB’s New Perspective After four years in Chatham House plus a looming rise in Central Business District rental rates, DDB Phils. decided it was time for a change. With the backing of trusted client MegaWorld, McKinley Hill proved the perfect choice. Housed on the top floors of two connected buildings in the former Fort Bonifacio, DDB’s new crib has a town hall, two huge conference rooms for 30, seven mini conference/brainstorm rooms, a playroom with billiards and

piano, spacious bar and dining areas, even comfort rooms with bath facilities, and six wonderful elevators that work! More importantly, McKinley Hill provides room for future expansion requirements. “DDB is transforming in ways the industry has not seen before. We have new ownership, new management, and now, a total of seven companies headed and peopled by some of the best experts in their respective fields, whether it's

digital in Tribal DDB, channels planning in Touch DDB, or CRM in Rapp. We continue to offer creative agency services through DDB and DM9, PR services through Adverbum, and traditional media services through DDB Media,” said Susan Dimacali, Vice-chairman and Chief Marketing Officer. “Our move to McKinley Hill is simply a reflection of revitalized leadership and the continued faith in the robust future of advertising.” added Dimacali.

DPC Yellow Pages walks over to Harrison

Harrison Communications has bagged the Directories Philippines Corporations (DPC) Yellow Pages account, which includes the Yellow Pages Directory Book, and multiplatform services: Electronic Yellow Pages, DPC Geographic Information System, DPC Your Phone, Yellow Pages Assist, Luk4, Yellow Canvas and Concierge. The assignment covers strategy development, creative development, media planning and media buying. The account was awarded after a pitch that also involved O&M, JWT, Euro RSCG, and Creative Response. According to Harrison Managing Partner Maricel Pangilinan-Arenas, “We are thrilled at the multi-platform, multi-media potential of DPC Yellow Pages. Our partnership goal targets boost, momentum, and dramatic growth for the brand, in equity and revenue.” Harrison Communications is an affiliate of the McCann Worldgroup. Its other accounts include Globe mobile and broadband, Levi's, Universal Robina Corp. and United Laboratories.

march-april '09

BBDO Guerrero wins Krispy Kreme international In February, Krispy Kreme Doughnut Corp. appointed BBDO Guerrero as its partner in developing integrated product, promotional and brand-building efforts for its international operations. The relationship will see the Manila agency working on projects for the Asia-Pacific, Latin America, Europe and the Middle East. Jim Rogers, Krispy Kreme’s Vice President of International Marketing, said that “BBDO Guerrero has demonstrated to us that they have the strategic and creative expertise necessary to help continue building the Krispy

Kreme brand internationally. We are looking forward to a successful working relationship.” The international role builds on the Philippine assignment, won in a pitch last year. After some successful projects (including "Doughnut Run", which was a Kidlat Finalist), BBDO Guerrero was formally appointed in February. The account will stay mainly with the Manila office, which coordinates directly with Client in Winston Salem, North Carolina. According to BBDO Chief Executive Paul Roebuck, “Krispy Kreme is a truly

iconic and globally respected brand and we are honored to be working with them on the expansion and growth of their international business. It’s a big geography for us to cover from Manila! The main logistic challenge is the regular conference calls and creative presentations with the Clients, [which] happen at odd times of the day. We're quite lucky that our main Client contact is an early riser and gets up every day at 4.30am and is on the phone with us by 5.30am his time!" Who says doughnuts weren't good for you?

newbiz/pitches

It’s Values, For Shouting out Loud!!!

Bates141 wins new clients

After a pitchfilled few months, Bates 141 Philippines announces new names on its client roster: Ayala Malls, Dole Asia, Lifestyles Marketing (Intra, Fibre Life) and Ortigas Company. “We believe that brands who want to have future in this ever growing, progressive world must embrace change. Our new Client partners want us to be with them as they do so”, says Bates141 Chief Action Officer Angel Antonio.

DM9 wins Belo, Discovery Primea, BDO Cards, Del Monte projects

A truly remarkable effort yet again from the Colegio de San Juan De Letran and the Ad Foundation for AdSpeak ’09. Dubbed, Values Amplified, the convention serves as the conduit to instill in the minds of future advertising practitioners, that one essential element that is so precariously perched at the edge of responsible advertising. Just on its third year, AdSpeak has developed exponentially. Not merely in terms of attendees—they did get a busload of students all the way from Lucena, Que-

zon Province last year—but in renown, as well. Check out its swelling number of sponsors on course in uplifting education. This year’s speakers boast the bigwigs. Lucky students learned first-hand from the veterans, the best of the best. Ricky GonzalesCreative Director of Publicis JimenezBasic, Robert Labayen Head of Creative Communications of ABS-CBN, Matec Villanueva-Chairman and CEO of Publicis Manila and Nandy Villar-Managing Director of McCann Erickson Philippines. And a joyous

afternoon it was, despite the engulfing summer sweaty Saturday afternoon. Besides, Intramuros and its historical charm is enough reason to make the sojourn to this part of Manila. ADSPEAK was free to students thanks to generous sponsors: Enervon Multivitamins, Johnson’s Pure Essentials, ABS CBN, Envidia, Choco Lava, Nissin’s Yakisoba, Jack’n Jill Potato Chips, Oxypur, Coffee House Iced Coffee, Drysdale Juice, The Philippine Daily Inquirer, Seventeen and adobo magazine.

Let there be dark! Earth Hour returns At precisely 8:30pm on 28 March, citizens of Manila, Cebu and Davao will turn off their lights for one hour — sending a powerful signal that individual action CAN make a difference in global warming. Here in Manila, Leo Burnett is helping organize Philippine participation. Highlights include simultaneous concert countdowns at SM Mall of Asia, SM Cebu and SM Davao, from 7-10 pm Saturday night. The formal switch-off will be led by Energy Secretary Angelo Reyes, W WF CEO Lory Tan, executives from different businesses and heads of participating local governments. This is the second year of Earth Hour, a multiple-award-winning concept generated by Leo Burnett Sydney. In 2008, the Philippines ranked #9 out of 24 countries. Over one million Filipinos, 400 establishments and 50 cities were onboard, generating over P30M in media exposure, and saving 56 MWh in Luzon and 16 MWh in Metro Manila – the equivalent of shutting down a small coal-fired power plant for one hour.

Artist Shepard Fairey, known for his iconic Obama image, created this work for Leo Burnett Sydney.

Early 2009 was big for DM9JaymeSyfu. The agency pitched for and won the Belo Group (vs. McCann), Discovery Primea (real estate), Del Monte 100% Pineapple Juice, Banco de Oro credit cards and Del Monte Fit n’ Right activations (both in tandem with affiliate Touch DDB), and a brand for Pharex of Pascual Laboratories. Awarded without pitch were RFM’s Swift Meat line and business from PLDT.

DDB wins for various affiliates

Meanwhile, DM9’s home network DDB is on a newbiz roll as well. They have just won Belo in a pitch vs. McCann, PR agency Adverbum has been engaged for Alaska press launches; DDB was awarded Marketing PR for Smart. In media, Touch DDB has won National Bookstore media, pitched and won Amway (vs. Carat), and assumed Smart media planning from Mindshare end of 2008. Tribal DDB has been awarded digital AOR for PLDT and Smart, and Unitrade brands Charmee and Dr P. And just to show that you can win business even when you lose a pitch, DDB was the last shop standing vs. Burnett on Camella earlier this year. While Burnett got Camella, DDB was awarded all the company’s other businesses: Vistaland, Brittany and Crown Asia above and belowthe-line. Said a source in the agency, “They asked us to crack a live brief for another brand in the middle of the pitch. I think a few other agencies were asked the same, but they loved what we came back with 24 hours later, so we got the assignment.” You lose some, you win some. march-april '09

She wears suit and shoes in red, her favorite color. She’s not loud, far from it, but she’s also not a sedate blue or brown. She’s a vivid, enthusiastic, courageous, confident red.

Profile

TITA PAT PINEDA

e met in Ilustrado, in Intramuros. The ambience fit her perfectly. She is old-world charming, a true gentlewoman. Frail-looking, petite, tastefully bejeweled with not a hair out of place. She spoke very softly but insisted that Bulletin host the lunch interview, or else. She has a quiet elegance, a subdued but strong presence. She declared, “I ordered paella in advance. But you can order anything else that you like.” How’s that for firm but gracious? Mrs. Paciencia Pineda is the lone woman Executive Vice President of Manila Bulletin, the country’s 109year old daily paper. Tita Pat joined Bulletin after 37 years of service at Philtrust. She left Philtrust bank as a Senior Vice

march-april '09

Grand Dame of Philippine Print Advertising by Irma Mutuc

President with the distinction of having authored its Manual of Operations and of its Trust Operations, which was later on adapted by the Trust Officers Assn. of the Philippines. While in Philtrust, she was awarded a three-month Special Fellowship at Philtrust’s correspondent banks in the US and Europe. The story still draws an impish smile. While she traveled alone around Europe, her husband took care of their four children. She even had an offer to work in Canada but she declined. “Why would I want to work there?” she asks with a mock frown, “And live without a maid!?,” she laughs. During those days, women traveling on their own was uncommon, much less married women traveling alone on business. Tita Pat recalls fellow male business

travelers curiously asking why she was alone, what kind of business she was in and, who was taking care of her four kids. She awed all of them. She was ready to retire after 37 years in Philtrust but was persuaded to bring her brand of service and dedication to Manila Bulletin. With no newspaper experience, she had qualms in the beginning but took on the challenge. The only thing she didn’t like about her new post was, “ I lost my Saturdays off, " she laments but with a giggle. She embraced working halfdays on Saturdays, and Philtrust’s loss became not only Bulletin’s gain but also the print and advertising industry’s gain. Tita Pat became the longest serving President of PRIMO (Print Media Organization), from 1993 to 2001. During her term, PRIMO was able to purchase its office. Tita Pat also

Tita Pat has this way of gently admonishing or helping people by giving them caution: dahandahan ka dyan, baka mapaso ka, and then letting them realize their folly on their own. initiated the publication of the first PRIMO Rules & Regulations on Advertising Trade Relations, adapting some provisions of the Adboard (Advertising Board of the Philippines) Code of Ethics that were pertinent to the print medium. When PRIMO merged with other publications to form

UPMG (United Print Media Group), she became its President and Chairman until 2005. When she retired from the Board, she was designated Chairman Emeritus; concurrent with these positions, she also served in the ADBOARD in various capacities. The pre-ordered paella still took a long time, so she asked us to order soup or salad. I didn’t want to, but something in the tone of her voice told me that I should, so I did. After the meal, she asked if we wanted dessert. We took a bite each and then she said she’d like for us to see her office. I stood to go but she stopped me and asked me to finish the leche flan. I didn’t want to but something in her tone of voice told me that I should, so I did. Tita Pat, as she is known in the industry, was the 6th of nine children, all of whom wanted to be teachers, in the footsteps of their father, a graduate of the elite Philippine Normal School who was a school supervisor. No offense to teachers, but Tita Pat decided early on that she didn’t want to be one. She wanted to take up Business, “Kasi I wanted to buy a refrigerator. And I wanted to be able to do that right away,” she confides with a glint of pride. Her high school education was interrupted by the Japanese occupation, but afterwards she resumed her studies in UP Cebu and took up Business (she is a

impassioned, straight-talking leader with admirable political will. Andre Kahn, who worked with her since the early days of the Adboard said, “Tita Pat is highly respected and admired in the industry for her integrity, sense of fair play, and her generosity. She is very supportive of industry projects, and goes the extra mile to get things done.” Jayjay Calero admires her passion for hard work and perseverance but most of all, “her extreme patience in being able to deal with all kinds of people in the industry.”

CPA and has a Masters Degree in Economics from UP; up to now she is known for her laser-sharp eye for figures). She finished college in UP, starting in Padre Faura and graduating from Diliman, where she later took up graduate studies in Economics. She finished college in Manila, starting in UP Padre Faura and graduating from Diliman. When asked if they had the UP Oblation Walk then, she knits her brows and asks, “What’s that?” The only “walk” she remembers was a parade from UP Manila to UP DIliman to transfer the Oblation. We asked colleagues of Tita Pat and they were one in saying that beneath her quiet mien lays a principled,

Linda Gamboa can’t stop talking about her and unabashedly gushes, “Tita Pat is the Grand Dame of Philippine Advertising. She filled the gap that Lucy David left empty. She’s pleasant but she can also be very stern. She doesn’t care if her views may be unpopular, all she wants is for the print and advertising organizations to continue to be bastions of work ethics and core values.” Linda admires Tita Pat for being a “true person” - true to herself, true to her principles and true in her dealings with people. She says, “Tita Pat will not “besobeso” if she doesn’t like you.” She has set a very high standard of leadership and integrity that her

We didn’t finish the paella so she asked the Ilustrado staff to wrap it for her. They put it in four plastic containers, placed in one large plastic bag. She didn’t like it that way. She wanted them in four separate plastic bags. Why? It was so we could all bring something home with us.

ways have become the yardstick of what is honorable and what is questionable. Often, in the advertising organization offices, you will hear people say, “Naku, ayaw ni Tita Pat nang ganyan!” When she says “No” she means it and stands by it, and she doesn’t care if her “No’ makes her unpopular as long as it will steer the organization the right way. “She has integrity because she walks her talk,” Linda adds. Andre Kahn seconds this, “Tita Pat always listens, rarely talks, but when she does, every one listens, and no one questions.” We didn’t finish the paella so she asked the Ilustrado staff to wrap it for her. They put it in four plastic containers, placed in one large plastic bag. She didn’t like it that way. She wanted them in four separate plastic bags. Why? It was so we could all bring something home with us. Andre Kahn attests to Tita Pat’s generosity and sense of fair play, “As a patron of the industry and as a person, Tita Pat, is one of the few who is truly well loved by everyone. A living institution of the advertising industry.” Linda Gamboa admires her compassion as a leader, “When she learned that one of our colleagues got terribly sick, she reminded everyone of his contribution to the organization

and gently asked us to extend a helping hand.” Linda also says, “Tita Pat has this way of gently admonishing or helping people by giving them caution: dahandahan ka dyan, baka mapaso ka (be careful there, you could get burned), and then letting them realize their folly on their own.” She is, as they say, very generous with her time, resources and wisdom and is quick to share.

Tita Pat always listens, rarely talks, but when she does, every one listens, and no one questions.” She wears suit and shoes in red, her favorite color. She’s not loud, far from it, but she’s also not a sedate blue or brown. She’s a vivid, enthusiastic, courageous, confident red. She’s the Cha-cha Queen or so I was told. She likes dancing and does it well. Asked to pose for the camera, she did so gamely, with nary a complaint. She knew how to stand and pose, knowing her best angle and always with a ready smile. She’s a natural. She took us around the Manila Bulletin office: the 3rd floor printing room, the ballroom in the 4th and the rooftop to show us the fantastic view of old, notso-old and modern Manila. She was sure of her steps, needing no assistance. What concerned her most was that we not trip on the uneven floor, which she trod fearlessly in her 3-inch heels. That is a good metaphor for Tita Pat, who raised her children on her own and began a second career at an age when many simply await retirement — decades before either one was commonly done. Her regal bearing may recall a more gracious era. But true to her name, in many ways it is Paciencia Pineda who has waited for time to catch up with her. Tita Pat is the widow of Jose Cuenco Pineda and mother of four successful children. She is 84 years old. IRMA MUTUC is a writer, creative consultant and 20-year advertising practitioner. march-april '09

newbiz/pitches Panasonic Indonesia picks Saatchi & Saatchi Group

Jakarta - Saatchi & Saatchi Group and ZenithOptimedia in Indonesia have been awarded Panasonic’s creative and media accounts. The move comes after a five-way creative pitch involving Hakuhodo, Matari Advertising, Macs909, Dwi Sapta and incumbent for the past six years, Euro RSCG. Creative will be handled jointly by Saatchi & Saatchi and Saatchi Lab, working closely with sister Publicis company ZenithOptimedia on the media side.

Anheuser Busch-InBev China Appoints TBWA as Agency of Record

Hong Kong, China Anheuser Busch-InBev China, the leading global brewer and one of the world’s top five consumer products company, has appointed TBWA\China as the Agency of Record as a result of a mid December 2008 pitch. TBWA\ China will take on three Chinese regional brands, namely Double Deer, KK, and Red Rock. It will cover through-the-line advertising and activationbased work. “TBWA has impressed us with their passion and guts to push for big ideas. It has been more than a TV ad execution.” said Rex Wong, VP of Marketing, AB-InBev.

TBWA\India wins Nissan

Mumbai, India - Nissan Motors India Pvt. Ltd (NMIPL) and Hover Automotive India (HAI), Nissan’s marketing and sales arm in India, announced their intention to appoint TBWA\ India as their advertising and media agency for their entire range of Nissan passenger vehicles in India including the X Trail and Teana vehicles. Announcing the decision Mr. K Tokuyama, Managing Director & COO of NMIPL said “Nissan has aggressive plans for the Indian market and we were looking for a communication partner who could help us build our brands creatively and effectively. TBWA\ demonstrated Disruptive thinking combined with great creative solutions that we believe will give the Nissan brand an edge going forward.”

reporting & photos by Xandra Castro

On Arturo Luz’s Symphony of Line “In my own little world, I know exactly what I want to do, and the greatest satisfaction for me is doing things that can become works of art. I can find no equivalent in that.” - Arturo Luz In advertising, Cid Reyes is known the brilliant creative mind behind classic campaigns such as “Labadami, labango” and “Huwag maging dayuhan sa sariling bayan.” But Reyes is also a multiawarded art critic, and it was in this capacity that he spoke on March 26 at the Ayala Museum. Reyes’ talk, titled “Conversations with artist-critic Cid Reyes,” as part of the show Monumental: New Works by National Artist Arturo Luz. Seated amidst the rapt audience of art patrons, students and other attendees was the artist himself. Reyes began with Luz’s earlier work, including the paintings “Harana,” “Cyclists” and a portrait of good friend and fellow artist, Fernando Zobel, wherein Luz created an

extremely accurate portrayal using only lines. According to Reyes, “Mr. Luz uses the single element of line in a multitude of configurations, the effect of which is totally symphonic… The canon of Mr. Luz’s art is in the simplification of form, the reduction to its essence, the linearity, the assembly of line.” The evolution of Luz’ work into the abstract eventually led him to abandon figuration in art altogether. As Arturo Luz himself recounts, “I asked myself, why do I insist on using a subject when my work was progressively growing more and more linear, more and more abstract? The subject simply no longer seemed important. The important elements were line, composition, relationships. Why not do sculpture?”

Reyes then went on to discuss sculpture, from its beginnings in Archaic Greece, where sculptors were often regarded on a lower level than painters or architects. He recounted various achievements such as Auguste Bartholdi’s rejected design for a lighthouse for the Suez Canal’s entrance, which needed only minor adjustments to became New York’s Statue of Liberty. Abstract or non-objective sculpture allows artists such as Arturo Luz to work with line, form, shape and volume in the context of physical space. This is the case with his most recent work, which can be seen animating the landscape of Greenbelt Park. Perusing his work after Reyes' talk, Luz said, “I think this is my best exhibit ever.”

Selected by adobo’s editorial board and some of the countr y ’s top creative directors

PHD Australia wins Nokia Siemens Networks

Sydney – PHD Australia has been awarded by Nokia Siemens Networks (NSN) with its media planning and buying business. Toward raising the network's profile, the campaign will target Australia's business community to raise awareness on managing the global economic crisis.

march-april '09

JANUARY 2009 Creative Guild "D.I.Y. Poster" Ad Title: Creative Guild "D.I.Y. Poster" / Agency: BBDO Guerrero / Advertiser: Creative Guild / 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

CHANGE IS GOOD photographs by Andy Maluche

TBWA\SMP, McCann, DM9 and Bates 141 take Golds; DentsuIndio takes Young Creatives. With 5 Golds, 3 honorees, one celebrity host and one judge standing (very) tall, it was a Kidlat for the books.

reparation had begun months before. Supported by the 4As/ Guild secretariat, Manila’s top creatives turned AEs to organize and run the whole event: drafting rules, haggling delegate packages and sponsorship deals, creating publicity, booking and re-booking judges, wrangling celebrities, marshalling Raw School and the Young Creatives, collating and preparing hundreds of entries for presentation. All for three days of sun, sand and the best in Filipino advertising creativity.

adobo hosts judges' lunch at Discovery Suites.

march-april '09

March 5 & 6: // Work, Work & More Work. Plus Beer. When the day came at last, Manila’s creative leaders assembled to select the best work of 2008— from traditional TV, radio, print and interactive to new categories recognizing the explosion in alternative media. They were joined by three Asia-based judges recognized for their creativity: TBWA Asia-Pacific’s John Merrifield, JEH United’s Jureeporn Thaidumrong, and renowned designer Stefan Sagmeister. (Jureeporn was the gracious last-minute sub for David Droga, who was unable to attend due to an accident affecting a key member of his team.) For 2 days, the jury met from 10 am to near midnight. They would duck out briefly to refuel at the Regency buffet, but otherwise they stayed in the judging rooms —

Change is good: Kidlat awards night host BB Gandanghari

debating rules, defending bravery from big brands and explaining Filipino cultural nuances to the guest jurors, whose lucid commentary served to battle judging fatigue as the hours wore on. Meanwhile, a record 24 teams had come to join the Young Kidlat competition. They had 24 hours to create and shoot a 30-second video discouraging visitors from taking home Boracay sand. Seeking inspiration from Italian bistros, to souvenir shops, to the back alleys of the talipapa, the industry’s bright kids fanned out with their cameras to create their entries. At 5pm sharp on Friday night, they turned them in and, at last, slept. March 7 // Banana Boats & Lightning Bolts It all came to a head on Saturday, starting with the judging of the Young Kidlat organized by Y&R's Leigh Reyes. Even after a night of partying, the judges' comments were as pointed as ever. Results were a revelation. Three of the top four entries were from smaller agencies — definitely a wake-up call to the big shops! After much debate, two separate winners had to be disqualified on technical grounds. Afterward, the judges gamely held their final vote onboard one of Boracay’s signature wet, wild banana boats, before heading for the adobohosted Judges’ Lunch at Discovery Shores. That afternoon, a packed audience came to hear judges’ talks by John Merrifield and Stefan Sagmeister. From fresh grads to industry eminence Jayjay Calero, creatives hung on to every word from the judges’ suggestions for success. Mainly, be passionate about what

Creatives at large. TBWA\Tequila Manila Creatives whoop it up with John Merrifield.

TBWA\Tequila Manila strikes gold

WHEN CREATIVE HEADS MEET He already stands taller than most -- but even the Guild’s first ever Hall of Famer, Melvin Mangada, literally looked up to guest judge Stefan Sagmeister.

Stefan: I have judged so many shows — including one where I ended up calling one of my biggest design heroes an ass----. Sometimes that just takes all the fun out of it. [This one] was fun. Everybody had good arguments, people listened to each other, and all were ready to see other points of view. That’s how it should be. Merlee: And we have banana boats! you do, and design to be happy, not to win awards. (A funny point considering what came next.) Next up was the Young Kidlat competition. The crowd went nuts as organizer David Guerrero and client Jude Lee of Hey Jude screened

At the 2008 Creative Guild Kidlat Awards Night held last March 7, 2009, Boracay's powdery white sands were the ground on which TBWA\Tequila Manila stood taller than its competitors. The country’s Disruption Agency was the only group to bring home 2 Gold trophies, and the second-largest number of medals and finalists. From the five Golds awarded that night, TBWA\Tequila Manila struck the only one awarded exclusively for TV: a Diwa Gold for the UP Alumni Association's “Riles” (Railroad). The spot, which advocates an enlightened electorate featuring squatters living by the tracks, received a unanimous jury vote for the highest award. The second gold, for Design, came in the form of a canvas bag produced to promote recycling. Besides its medal, the bag won an arguably bigger prize: design god Stefan Sagmeister said it was his favorite piece in the whole show. TBWA\Tequila Manila’s Boracay haul was completed by 4 Silvers (including one for the Integrated campaign for YouTube favorite 'Obama in Manila') and 6 Bronzes. A fine Disruption indeed. AGENCY TBWA\SMP McCANN WORLDGROUP DM9 JAYMESYFU BATES 141 BBDO GUERRERO LEO BURNETT LOWE INC. PUBLICIS JIMENEZBASIC JWT MANIL A OGILV Y & MATHER CREATIVE JUICE ACE SA ATCHI & SA ATCHI DENTSU INDIO DDB PHILIPPINES DENTSU ESPRESSO DESIGNCOMM HARRISON COMMUNICATIONS PUBLICIS MANIL A Y&R PHILIPPINES GRAND TOTAL

GOLD 2 1 1 1

SILVER 4 1

the shortlisted entries, before awarding the two winning teams. Runners-up Rachel Teo-tico and Leah Mababangloob (BBDOProximity) represented the country at ADFEST a week later; winners Peepo David and Kulas Abrenilla (DentsuIndio) hit Cannes in June. But it was not all youth that night. The Guild recognized its pillars as well. Joel Limchoc and Merlee Jayme were inducted into the Hall of Fame, and Jayjay Calero received a Lifetime Achievement award. (An achievement

5 2 1 1

BRONZE 6 3 1 8 2 3 3 2 2 2 1 1

FINALIST 15 6 26 5 7 1 3 2 1 4 2 1 1 1 1 1 77

GRAND TOTAL 27 2 9 2 39 9 11 5 5 4 3 5 1 2 11 1 1 1 1 130

indeed for a suit, even a suit who built J. Walter Thompson Philippines.) The evening closed in a swirl of celebration, as Guild President David Guerrero paid tribute to the sponsors, judges, partners and all who had helped make Kidlat 2009 possible. On to next year then, and good luck to the new Guild Board. New Board members will bring fresh energies to power next year’s lightning bolts. Change is, indeed, good. march-april '09

DIWA TV, GOLD - TBWA\SMP, "RILES" UPA A

CREATIVE GUILD INTEGRATED, GOLD - McCANN WORLDGROUP, "I AM NINOY GLASSES"

FEMALE V.O HE WILL KEEP YOU UP. When he gets a little hungry, when he gets a little wet, when he gets a little noisy, he will keep you up. When he has his first fever, when his scared of the dark, when there's lightning and thunder, he will keep you up. On his final exams, when his at a sleepover, when he doesn't call home, he will keep you up. When he misses his curfew, when his out on a date, when his with that girl, he will keep you up...But if you decide it's not worth it, if you decide you're not ready, if you decide not to have him, it will keep you up for the rest of your life. MALE V.O For a different perspective on motherhood, call 421 7147. A message from Pro-Life. DIWA RADIO, GOLD - DM9 JAYMESYFU, PRO-LIFE "AWAKE." Even pro-choice judge John Merrifield had voted for this gold.

DIWA OTHERS (FLYER), GOLD - BATES 141, WOMAN TODAY "EMBOSS"

Cannes-bound Dave Ferrer seriously at work.

CREATIVE GUILD DESIGN, GOLD - TBWA\SMP, "RECYCLE" march-april '09

McCann's new Ninoys with a towering Stefan Sagmeister

CREATIVE GUILD ADS OF THE YEAR FILM BBDO GUERRERO, FEDEX "LADDIE", SILVER MCCANN WORLDGROUP, NESTLE ALL-PURPOSE CREAM "THE OFFERING", SILVER LEO BURNETT, MCDONALD'S "COOK", BRONZE RADIO PUBLICIS JIMENEZBASIC, CHOWLING "ROCKABYE", BRONZE DM9 JAYMESYFU, SMART "HANDSHAKE", BRONZE JWT MANILA, SHELL "ARE WE THERE YET?", BRONZE RADIO CAMPAIGN JWT MANILA, NOKIA "ARUBA LIVE RADIO-OFFICE/ GIMMICK/ MUSH", BRONZE PUBLICIS JIMENEZBASIC, CEBU PACIFIC "GO LITE" PRESS BBDO GUERRERO, BBDO "ASYMMETRICAL ART DIRECTOR", SILVER TBWA\ SMP, FIREFLY "ATTIC", BRONZE CREATIVE JUICE MANILA, MACH 5 "CARAVAN", BRONZE PRESS CAMPAIGN TBWA\ SMP, FIREFLY "ATTIC/LIVING/BATH", SILVER BBDO GUERRERO, P&G GILLETTE "VENUS - CLAMP/ SOCKS/ SUCTION", BRONZE CREATIVE JUICE MANILA, MACH 5 "MORE POWER", BRONZE OUTDOOR LOWE INC., VIDEO CITY "JOINT", SILVER BBDO GUERRERO, P&G GILLETTE "ESCALATOR", SILVER BBDO GUERRERO, P&G GILLETTE "SOCKS (FALLING POSTER)", BRONZE OUTDOOR CAMPAIGN BBDO GUERRERO, NU 107 "20 YEARS (ELEVATOR / GROUPIE / LADY / PANTS", SILVER BBDO GUERRERO, GILLETTE "VENUS (CLAMP / SUCTION CAP / SOCKS), BRONZE

Jureeporn Thaidumrong with DentsuIndio creatives and Telly Arce

DIWA PUBLIC SERVICE ADS OF THE YEAR

The top winners per category each received US$2,000 cash, to be donated by the Ayala Foundation to the cause/charity depicted in the ad. TELEVISION TBWA\ SMP, UPAA "RILES", GOLD DENTSU INDIO, UNICEF "LIPAD", BRONZE

CAMPAIGN OTHERS TBWA\ SMP, MERALCO "IRON / TOAST / CASSETE / FAN / PAPER BAGS", SILVER TBWA\ SMP, PINEDA "TRANSPLANT SERIES", BRONZE TBWA\ SMP TBWA WORLDWIDE "CARBON NEUTRAL", BRONZE WHAT THE?! LEO BURNETT, REJOICE "SALON THE GO", SILVER PUBLICIS JIMENEZBASIC, SAN MIGUEL OCTOBERFEST "WORLD'S LONGEST BAR" SILVER LOWE INC., VICTORIA COURT "VAN" BRONZE INTERACTIVE OGILVY & MATHER, NIKE "ANG MAMATAY NANG DAHIL SAYO", BRONZE PUBLICIS JIMENEZBASIC, MB "INDEPENDENCE DAY", BRONZE DM9 JAYMESYFU, JOHN ROBERT POWERS INT'L "MISS PHILIPPINES", BRONZE

PRESS BBDO GUERRERO, SUMMIT PUB (MARIE CLAIRE) "MOUTH", BRONZE

INTEGRATED McCANN WORLDGROUP, I AM NINOY "PROJECT YELLOW-GLASSES / CONNECTIONS", GOLD TBWA\ SMP, MOTILLIUM "OBAMA IN MANILA", SILVER BBDO GUERRERO, PIZZA HUT "HATE LATE", BRONZE

RADIO DM9 JAYMESYFU, PRO-LIFE "AWAKE", GOLD LEO BURNETT, VIRLANIE FOUNDATION INC. "CART", BRONZE TBWA\ SMP, I CAN SERVE "FORWARD", BRONZE

DIRECT LOWE INC., AMWAY "BACKWARDS CALENDAR", BRONZE LOWE INC., BPI "OPEN / OPEN SIGN", BRONZE BBDO GUERRERO, KBP "DM PACK", BRONZE

OTHERS BATES 141 MANILA, WOMAN TODAY ASIA "BREAST CANCER EMBOSS FLYER", GOLD LEO BURNETT, WWF PHILS. "STICKIES", SILVER BBDO GUERRERO, CHILDHOPE ASIA PHILS. "CANS", BRONZE

DESIGN TBWA\ SMP, TBWA "RECYCLE", GOLD" OGILVY, ANALOG SOUL "BOOKS", BRONZE ACE-SAATCHI & SAATCHI, YABANG PINOY T-SHIRT "HEAR UP", BRONZE

CREATIVE GUILD TECHNICAL AWARDS

CREATIVE MEDIA DM9 JAYMESYFU, GABRIELA "DUCT TAPE", BRONZE TBWA\ SMP, FIREFLY "LIGHTED SIGNAGE", BRONZE BATES 141 MANILA, KIMBERLY CLARK "KOTEX COMFY BE YOU ACTIVATION", BRONZE

BEST IN ART DIRECTION TBWA\ SMP, "RECYCLE BAG", SILVER TBWA\ SMP , FIREFLY "ATTIC", BRONZE BBDO GUERRERO, "ASYMMETRICAL ART DIRECTOR", BRONZE

OTHER MEDIA TBWA\ SMP, MERALCO "IRON / TOASTER / CASSETTE / PAPER / BAGS", SILVER TBWA\ SMP, PINEDA "TRANSPLANT SERIES", BRONZE TBWA\ SMP, TBWA WORLD WIDE "CARBON NEUTRAL", BRONZE

BEST IN COPY BBDO "ASYMMETRICAL ART DIRECTOR", SILVER

march-april '09

Team McCann

Brian Cua hits the decks

The boys are back in town: John Merrifiled and Tony Sarmiento

BB sighting draws a crowd

Smiling for different reasons: BB Gandanghari and David Guerrero

a better souvenir than sand

It only looks like a weird ritual: the Boracay firedancers

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Like the van says, get a room.

Saatchi's inseparable Acid & Bia

Burnett Boys: Dingdong Baes, Jed Busalla, and Raoul Panes

BBDO's Belai and Simon with Ayala Foundation's Sunshine de Leon

Judee glows, with or without the beer

The once & future queens

Angel Guerrero with Jayjay & Jiji Calero

Nice shirt, Dennis

All this and a beach too. Kidlat super-sponsor Raul Blay

Y&R vamps it up

Matt the man

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The Young Kidlat runners-up tell how they came up with their winningly simple idea. Rach: "Jogger" was the child of failure. We had big plans of shooting a Gondry-esque film with Michael Bay effects and talent from the likes of Sean Connery and Ate V. I still don't know where we went wrong. After our unsuccessful attempt at an Academy Award, we were sitting out on the beach, ready to ditch the idea when a jogger ran past us and simplicity smacked us in the face. My bosses say the jogger could have done a better job jogging, but I happen to think that the jogger had the grace and form of a Cheetah in slow motion. Leah: We had a couple of ideas for execution but most of them required blue screen and a powerhouse cast. It was the end of Day 1, and we were staring at

In which two young creatives get third time lucky.

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the sun when it hit us. Spotted. An unsuspecting jogger. Eureka moment. The rest was, as they say, history. We woke up early to shoot the video. It involved a tripod (thanks JP), a digital camera (thanks Caloy) and a full jogger's regalia (thanks Sugar and Rizza!). I seriously vouch for Rach's jogging skills. She's very patient and never complained even if she ran back and forth and back and forth without shower or breakfast. She beat me to the alcohol though! Rachel Teotico is a Communication Arts graduate of Ateneo. She has been working as a copywriter for two years, with BBDO as her second agency. UP Manila Maroon Leah Mababangloob has been working as a web designer since 2005, but marks one year in advertising (and Proximity) in April. Together they represented the country at the ADFEST Young Lotus competition in Pattaya.

If “Jogger” was the child of failure, “Pass” is the aborted embryo of desperation. Shot two and a half hours before the 5PM deadline, it was procrastination at its finest. The thinking actually started at 10PM the previous night, after the mandatory Jonah’s fruit shake. We threw ideas at each other until we fell into a creative trance. We liked our initial concepts so much that we were confident enough to sleep. Waking at 2AM, we started to shoot with a makeshift chroma background made out of Japanese paper. Unfortunately, after effects became an afterthought, and we had to ditch the idea. Peepo then saved the day with a wonderful insight – that there are better souvenirs than sand. Leaping with joy, our first thought as an execution was a shirt made of sand and like a scene out of a gay twink movie meets Iron Chef, I slathered gobs of sunscreen on his glistening fat body, then applied sand all over him. It was like making a breaded porkchop from Chernobyl. We shot it with a digital SLR, and finished editing by lunch. Our friends, faintly interested in what we were doing, asked to take a peek. Our heads throbbing in pain and puyat (sleep deprivation), we showed them. We got smacked. They called it corny. And crap. And other four-letter words. Peepo and I were desperate. Sacrific-

ing the free buffet at Regency, we went our own way and ate at I Love BBQ. Five minutes later, at 1:30 PM, we had the Cannes-cept. It must have been the liempo (pork belly) and the delicious tap water. On the first take, all we shot was feet. On the second pass, the camera was so shaky it didn’t even reach the kid. The third take was not perfect, but the little girl’s expression saved it. Racing to the finish, we submitted our video at 4:59 PM. It wasn’t even supposed to be titled “Pass” but “Take”! Tired and exhausted, we just wanted our fruit shake. What we got is the glorious burden of being Team Philippines at Cannes. God help us all. A Development Communication graduate of UP Los Banos, Kulas Abrenilla worked as a graphic designer in the US in his previous life. Barely a year into advertising, he enjoys embarrassing friends and co-workers at billiards. Peepo David is an IMC graduate of University of Asia and the Pacific. A writer before venturing into art, he is fond of poking others in Facebook and has undiagnosed ADHD, so the industry is lucky to have had him for 8 months. dentsuINDIO is the first agency for both. The two-time Iron Creative winners thank Raw School and Third Domingo, without whom they would not have made it to Boracay, much less that other beach town.

The 2009 Kidlat Organizing Committee Creative Guild President David Guerrero Competition Directors Eugene Demata Dino Ocampo Jake Tesoro DIRECTOR OF COMMUNICATIONS Dave Ferrer DIRECTOR FOR INDUSTRY Leigh Reyes DIRECTOR FOR THE YOUNG CREATIVES Third Domingo BOARD SECRETARY & TREASURER Kat Limchoc 4As representative Vanne Tomada Judges Broadcast Ompong Remigio, Simon Welsh Merlee Jayme, Melvin Mangada, Raul Castro Print & Press Dave Ferrer, Steve Clay, Don Sevilla Raoul Panes, Raul Floresca Young Creatives Leigh Reyes Presentor Soundesign Production PartnerS Telly Arce, Megaworkz, Underground Logic Category Sponsors Film, Broadcast: GMA-7 Film, Non-Broadcast: UNITEL Press: Philippine Daily Inquirer Radio: NU 107 Outdoor, Standard: RS Concepts Interactive, Sites: ABRACADABRA Interactive, Online Advertising: Deploy Digital Interactive, Viral: Underground Logic Design: NXT What The?: Smart Campaign, Film: 88 Storey Czmpaign, Press: Philippine Star Campaign, Radio: MBC DIWA, Film: Ayala Foundation, Unitel DIWA, Radio: Ayala Foundation DIWA, Press: Ayala Foundation After Awards Party: Hit Productions Donation: Film Experts, Calypso, Primax, A Different Story

BB-hind the scenes

with BBDO's David Guerrero Months before Kidlat, BB Gandanghari dazzled in the Guild’s irresistibly cheesy viral. The shoot had three ECDs on set — organizer Kat Limchoc, writer Leigh Reyes and driver-turned-Production Consultant Joel Limchoc — and one more in front of the camera. Talent David vetoed Joel's input that a real cabana boy would wear white Speedos, and BB struggled a bit with 'Sagmeister,' but otherwise it was a great shoot. Thanks to producer Telly Arce, abracadabra and director Lyle Sacris for getting this idea on the air!

Written and illustrated by Kat Encanto, Art Director at JWT Manila. march-april '09

LifetimeAchievementAward JAYJAY CALERO

Former Chairman & CEO, J. Walter Thompson Manila Jose Javier Calero, known to the industry as Jayjay, is such an institution that young people would be forgiven for thinking he’s a creative. In fact, Calero is an account man of the highest order – the first Filipino to be appointed General Manager of a multinational agency in 1976, and the suit who built J. Walter Thompson into the top agency of the 1980s and lay the foundation for its creative reputation today. Accepting his award, the ever-courtly Calero expressed his surprise at being honored by Creatives. But there is much to recognize, primarily his nurturing of generations of creatives who later became anchors of the industry. Clearly, he could spot talent: from his practicum student Merlee to the young artist Pitok Blanco, who Jayjay sent from advertising back into painting, where Blanco eventually became a National Artist.

“Once upon a time, the account man was king – he [did] everything, including hiring the sign painter. Then out of UP and UST came brilliant creatives, like illustrator Edwina Arroyo (later famous for JWT’s groundbreaking Lux ads – Ed.), Yoly Ong (now founder/ owner of Campaigns, she became one of the industry’s youngest and few female CDs when Jayjay raised eyebrows by appointing her), and Socky Pitargue (now a founder/owner of PC&V). The accounts people accused me of favoring creatives. To which I say, “Guilty. Fully guilty.” I look around this room and I see that it has borne fruit. Creative is alive and well today, and I had nothing to do with it.”

“To Joel & Merlee: We found you first.” - Jayjay Calero

MERLEE CRUZ-JAYME

Chairman & Chief Creative Officer, DM9JaymeSyfu A formidable synthesis of beauty and brains, Merlee has won an unprecedented 7 Ad of the Year awards, aside from trophies from Cannes, Clio, the One Show and ADFEST. She has also founded a 24-person agency that punches above its weight in awards — including the country’s first Cannes Media Lion last year. Known for classic work for J&J, PLDT, Smart and P&G, Jayme is also a two-time Guild President whose brave ideas are matched by her bravery in getting them sold. Last year’s Hall of Famer Dave Ferrer, who Merlee put to work cutting and pasting while he was waiting to be interviewed, credits her with teaching him not only about copywriting, but art direction too.

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One of many creative stars forged in the Jimmy Santiago-era Saatchi, Jayme thanked her allstar rollcall of partners (Mario Monteagudo, Melvin Mangada, Ferrer, Billy Samson, Jake Tesoro, Gogie Sison, and now Eugene Demata), mentor Jimmy Santiago, Gil Chua of DM9’s parent company DDB, and ”my beloved DM9.” Special mention went to her husband, who Jayme met working on Kodak and who made a rare appearance that night. Her eldest daughter has applied for college, to go into advertising – a decision Merlee says she once feared, but now embraces. “Congratulations, Merlee. Congratulations for making everything look so easy.” - Melvin Mangada, in the tribute video.

JOEL LIMCHOC

Co-Executive Creative Director, BBDO-Guerrero Now the youngest member of the Guild’s Hall of Fame, Joel Limchoc’s 15 years in advertising have yielded multiple international awards – a result of his originality, obsession for craft, and whacked-out sense of humor. As a teen he played basketball in the province with neighbors who became movie actors; now Joel has achieved his own fame. Accepting the award, the usually quiet Limchoc thanked former CDs and mentors in the audience: Ompong Remigio, who gave him his break and forced him to think as well as draw; Grace Marci; Shu Manalo; Robert Labayen, who taught him that work should be fun; Nonon del Carmen, who had the young art director write radio; Raoul Panes, from whom he learned that an ad needs Pinoy flavor to make it globally; Dave Ferrer, who taught him that God is in the kerning; co-ECD ‘and Pinoy at heart’ Simon Welsh, and his boss David Guerrero: “Thank you for killing those thousands of ideas. He also paid an edge-of-tears tribute to ‘the most important people in my life:’ wife Kat (a creative director at PC&V) and their two daughters, Zoe and their newborn. “At my first Creative Guild awards, I found out there was no award for Best Product Freight.”

Unit V, Ground Floor, The Gallery Building, Amorsolo St., Legaspi Village, Makati City Philippines Tel: (632) 8441091 Fax: (632) 8938051, (632) 8925575 www.hitproductions.net

PINOYISMO

Francis Magalona (1964-2009)

SIX DEGREES OF FRANCIS M. by Teeny Gonzales

“Y

ou know who would be perfect for that?” Ems said, “Francis Magalona!” It was 1992, I was a copywriter then in McCann’s Coke team and Emily Abrera was still President. We had just come from a meeting where our new Royal Tru-Orange campaign was approved, and I needed her advice on a songwriter. We wanted to create the “new anthem for the youth” and the jingle could make or break the spot. Since the ad had a nationalistic slant, we wanted to get someone who had a genuine love for the country and who could make that love resonate through music. And I thought, “Francis… mmm” “MGA KABABAYAN KO!” My mind suddenly flashed back to the Cory Aquino years when the country was still high on national pride and patriotism. The Apo Hiking Society was mounting concert after concert mocking the Marcos regime, basking in the victory of People Power. In one of those concerts, Francis Magalona and his posse was the front act. I didn’t take him seriously as an artist then since, growing up in the 80’s, my image of him was the moonwalking, Michael Jacksonwannabe of the Bagets movies. I already heard of his rap songs but

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this was the first time I ever saw him perform live. And boy did he kick-off that concert. He sang “Mga Kababayan Ko” with such conviction, he made everyone see past his mestizo good looks to make us believe he was the brownest of us all. His energy was so infectious, the audience seemed to wish he would just do the rest of the show. After his third song, he exited the stage, as if unaware of the pandemonium he had caused, and left us with a strong urge to rap, shout and dance some more. From that moment onward, I started taking him a little more seriously as an artist. “ITO ANG GUSTO KO!”

I would only realize what a true artist he really was though when we engaged him for the RTO “Ito Ang Gusto Ko” campaign. On our first meeting with his wife, Pia, who was also his manager, Francis was not the overly friendly, “all smiles” celebrity type. Contrary to his shouting, stomping stage persona, he was quiet and

I was amused at how he evolved from a fist-waving rebel rapper to a cool, confident music icon. Long after other rap artists like Andrew E had come and gone, Francis remained. His music evolved to become masterpieces of lyrics and sound. even a bit shy. He hardly spoke and instead listened intently as you spoke. I went about explaining that we wanted a song that would fan the flames of national pride and optimism that was prevalent among the youth at that time. I said I wanted another “Bayan Ko” type of song which was dramatic, melodic, almost hymnal and sentimental. Being nationalistic myself, I told him that I felt so much for this concept that I cried (to my embarrassment) when I presented it to client. He listened quietly, as if just taking it all in. Asked a few questions and pretty much agreed to everything. When we received the jingle compre, I excitedly ran to the audio-video room with then Coke Art Director, Yeyey Yatco, to listen to the tape (yes, cassette tape). Expecting to be moved to tears all over again, my jaw dropped as I listened to the song begin with a loud guitar riff, record scratching, a sampled voice that said “Bring the noise!” followed by Francis exclaiming “ITO ANG

GUSTO KO!”. I looked at Yey (who was grinning ear to ear), in disbelief as Francis rapped away in the background. Yey, seeing mixed emotions in my face said, “Ang ganda n’yan, Teeny. Yan na yun!” They were prophetic words. That was it. ITO ANG GUSTO KO was brought to life the Francis “raprock” way. “MERON AKONG ANO” That campaign was such a success, it gave us the chance to work with Francis for a good three years. I don’t know if it was the artist or the child in him, but working with the “Man from Manila” was an experience filled with surprise and wonder. Every time there was a new RTO spot, he would excitedly meet with us to show how he intended to “costume” himself. He always made use of indigenous fabric, styled in hip-hop, paired with his favorite Doc Martens. Then he would tell us about his next project and the kind of “sound” he wanted to create with his rap. He was always collaborative but we eventually learned to expect that

he would never stick to the brief. And we were never disappointed. Each jingle was more rousing than the last and each one distinctively Francis and RTO. It was amazing how Francis approached each commercial with wide-eyed enthusiasm as though it was his first every time. His career had also taken a turn for the better and he was beginning to build a name for himself as a serious artist. It didn’t mater that love songs and pop continued to dominate the local music scene. Francis stood by his rap music and eventually earned the title, Master Rapper. “KALEIDOSCOPE WORLD” Even after “Ito Ang Gusto Ko” wrapped-up and we all parted ways, I would still hear of Francis and was always interested in what he was up to. I was amused at how he evolved from a fist-waving rebel rapper to a cool, confident music icon. Long after other rap artists like Andrew E had come and gone, Francis remained. His music evolved to become masterpieces of lyrics and sound. He earned the respect of up and coming bands. The genuinely talented ones like the Eraserheads and Parokya ni Edgar would collaborate with him, featuring him in their albums. Francis also con-

tinued to do the country proud by becoming one of the first Filipino VJ’s in MTV Asia. Fremantle, producers of American Idol, also chose him to judge Philippine Idol with stalwarts like Ryan Cayabyab and Pilita Corales. Then we got a daily dose of him when he became one of the hosts in (nationally-watched noontime show) Eat Bulaga. On the show he was vintage Francis M – cool, witty and playful. He didn’t even look like he was working. Unable to contain his creativity, Francis also branched out into making nationalistic themed, graphic t-shirts and found a new passion in photography. Things were really going great for him and I thought, “Well done, Francis.” “COLD SUMMER NIGHTS” When news of Francis’ leukemia came out, people spoke about it with no sense of urgency or alarm. It was as if he just caught the common cold. I knew he had taken a leave from Eat Bulaga but never was there any talk about how serious it was. In my mind, he can’t be that sick, otherwise we would have already heard. He was cool alright, but he was also a fighter. And how apt that he should call it his “Happy Battle.” So I expected to

No one could ever proxy Francis M, no matter how super they are. see Francis back in Eat Bulaga any day soon with everyone glad to see him alive and well. I even heard he was collaborating anew with Ely Buendia, formerly of Eraserheads, on what was suppose to be an inspirational album. “SUPER PROXY” It was March 7, 2009, Saturday, I was at the Eraserheads' last concert together. Once again, I was watching Francis, but this time only on video as the E-heads paid tribute to him. The day before, March 6, Francis Magalona died. I was still in shock as I listened to Manila's biggest band pay homage to the Man From Manila, Master Rapper, their Mentor and friend. I had been crying earlier that day as I watched tribute after tribute to the King of Pinoy Rap in various television shows. It seemed that the whole nation was in grief about his untimely demise. I could not believe we would never see Francis M again. That we could never watch him rap again with his boyish good looks that rendered him ageless. I could not believe he lost his Happy Battle. The Eheads asked the crowd

to chant his name as they sang the refrain of “Kaleidoscope World”. Images of Francis in his MTVs and RTO commercials flashed onscreen as they sang. I felt sad for the loss but grateful for the opportunity to have seen his genius at work. Francis was suppose to have made a guest appearance in the concert to rap in the Eheads’ hit song "Super Proxy." When his part came, Ely rapped in his place. But it was not the same. It made the loss even more painful, more real. I was crying again inside. No one could ever proxy Francis M, no matter how super they are.

TEENY GONZ ALES is the Executive Creative Director of DDB Philippines.

THE FINAL SET Two months ago, in a press conference, there was neither a word nor a stare between the former band mates, they just sat down to settle unfinished business - a concert from last year that didn’t reach the final set. They needed closure, so did the fans. And in an event that is possibly the biggest ever by a Filipino rock band, Ely, Raimund, Buddy, and Marcus finally took off their shades, glanced at each other and rocked like it was the 90’s again. With a crowd estimated at 100,000 in the Mall of Asia, it was indeed a perfect brand marketing venue. MTV and SMART partnered as major sponsors; McDonald’s and San Miguel Pale Pilsen put up giant inflatables; while PMX had a goldmine in its logo sticker on vocalist Ely Buendia’s

microphone. Official food vendors Fit N’ Right, Coke and Mcdo, undoubtedly captured thousands of sales that night. Other sponsors received air-time in between sessions. It could have also staged the grandest reunion in Pinoy music, with a surprise appearance by Francis M., but news of his death came a day before the concert. Instead, the band paid tribute to a friend and colleague, dedicating ‘Super Proxy‘ to Magalona and covering his anthem "Kaleidoscope World" “Para kay Francis!” said Ely and everyone shouted the same in return. Complete with fireworks and confetti, Ely addressed the crowd, “Ito na ang Huling El Bimbo!”* It was, indeed. Together the Heads played the bittersweet classic of lost

youth and letting go, as the crowd listened in awe, ecstatic yet unwilling to believe that this was indeed the final set. Well, not yet. Moments after the stage lights dimmed, Raimund called the band back for three more songs: the classics Ligaya, Sembreak, and Toyang. This time, Ely stepped off the stage, joined the fans and passed the mic around for everyone to sing along with him – a symbolic gesture between band and fans that truly capped the night. On March 7, everyone came together, from the loyalists, the die-hard fans, the sosyals, jologs, the punk, the rockers — and of course, the advertisers — to be part of history. * The song title translates to ‘The Last El Bimbo,’ referring to a 1970s dance craze. march-april '09

TEN TIPS TO SURVIVE 2009 Reading the headlines, it is easy to despair that we will ever survive 2009. Recent local research from JWT Philippines suggests that the average Pinoy sentiment has moved from indifference about the country’s perpetual crisis to deep concern. Many know of at least one person who has lost, or could lose their livelihood. Blending the latest JWT Trendletter with local research, JWT Philippines’ Executive Planning Director Pam Garcia shares tips on how brands can stay remain relevant to consumers in economic jitters: price-pleasure ratio. Offer the most pleasure through the product — or enhance its surrounding experience — at the most affordable cost.

Trend 1. RECESSIONARY LIVING. Consumers are cutting back, trading down, choosing quality over quantity. Expect an uptick in home entertaining and DIY. More brand decisions will cross categories; competing not only with similar items, but with anything else that aims for your consumer’s time or money. Locally, adversity begets creativity, as consumers scrimp and stretch, maximizing dosage and extending usage (i.e. baby oil as gel for dad, moisturizer for mom as well as for baby). They will prioritize their children’s needs over their own, or find ways to satisfy the whole family with each spend. TIP: With consumers looking at value for money over any other attribute, position your product to show “ critical proof of value” at every purchase. Trend 2. SIMPLE PLEASURES Consumers will find new ways to enjoy what they have, what they can truly afford. Splurging on treats will give way to simple pleasures: outdoor markets rather than glossy malls, small cost/bigimpact purchases like lipstick rather than expensive shoes. Locally, consumers are (literally) counting their blessings: mixing and matching clothes, choosing small indulgences like food, turning the once-ordinary weekend movie into a treat (vs. waiting for the DVD and watching at home). TIP: Work out your product’s

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Trend 3. THE ENERGY RACE While lower oil prices and urgent economic concerns have taken some of the spot-light from energy, consumers have already committed to saving fuel. Globally, brands like Google, Shell and BP are looking into alternative energy; locally, consumers now know they must conserve regardless of gas prices. From timing aircon usage to sharing rides to teaching their kids to turn off lights, Filipinos have internalized the need to use the planet’s resources as wisely as possible. TIP – Look for opportunities to align your brand with resource-saving ideas. Trend 4 – THE SMALL MOVEMENT. Everything is shrinking, from stores and fastfood outlets to cars to gadgets to packaged goods (and buying power – Ed.). Detergent, coffee and many products now come in concentrated forms. Locally, Filipinos practically invented “sachet” and megadose retailing. Similarly, “small” can take the form of consumers wanting more compact and more portable but equally powerful products. TIP – Look for ideas in your brand that can demonstrate small = powerful. Trend 5 – THE MOBILE DEVICE AS EVERYTHING HUB As wireless broadband and the phones to use it become more affordable, the mobile device becomes the preferred activity hub. (In developing markets like China, the phone becomes the first PC.) Locally, the phone as the Pinoy’s “everything” hub is relative. For some it is simply texting; for a call center employee, it is his entertain-ment center and web access on his two-hour commute. Another young father uses his phone’s music player as a social hub -- his ‘party anywhere’ device to turn any gathering into an event.

Look for ideas in your brand that can demonstrate small = powerful. TIP: Diverse forms of mobile marketing will become imperative for brands to connect to diverse consumer markets. Trend 6 – CAREER REINVENTION & EXTENSION More people will find themselves facing a career break (a.k.a. being laid off), and many will question returning to the same line of work—either because it wasn’t fulfilling in the first place or because more lucrative opportunities now lie elsewhere. Some will shift to ‘more demand but less risk’ jobs like education, government or medicine. Locally, sites and content have sprung up to help the Pinoy with options in case of a lay-off. Consumers cite the following as good back-up businesses: food, communication (phone cards and load), repairs, lending, internet cafes, online training, delivery and transport. TIP – Look at how your brand’s core offerings can help consumers through the turmoil of life and career changes. Likewise, consumers need a “Plan B” for income generation, and to be ready for anything. Trend 7 – DISTRACTION AS ENTERTAINMENT Faced with multitasking at any age, content creators are turning what could be a negative (distraction) into a positive (an ‘allaround’ experience). By layering different media in one experience, they create content designed to engage on many levels (example, authors suggesting playlists to accompany their books). This is not just a high-tech trend; locally, Nestle’s Chuckie chocolate milk gets kid appeal with a box that becomes a toy in itself, but also contains a password to a online game. It is a good start at simultaneously engaging kids in three platforms: in-store, experience media and digital.

TIP – Introduce entertainment with your products, as an opportunity to simultaneously engage customers on multiple platforms. Trend 8 – AUTHENTICITY MATTERS. Burned by crisis, consumers now demand transparency, from their President to their products. Likewise, the melamine scare has made even value shoppers conscious of where their purchases come from. Authenticity can come from experience as well as origin. Locally, Red Horse Beer’s Muziklaban rock concerts allow users to experience strong beer in a raw rock experience. TIP - Play up your brand’s authenticity through genuine consumer experiences, or hype up your origin as consumers demand accountability and reliability. Trend 9 – REDISTRIBUTION OF POWER. The coming years will see a widespread shift of power in almost every major sphere: economic, social and political (between the once-rich West and newly-rising Asia, for example). Locally, consumers cite the power of the young and females in politics. On the micro level, watch for a redistribution of brand decision-making (i.e. more men doing grocery shopping, cooking and laundry) as more women become breadwinners. TIP– Look at new markets for your product, such as targeting male consumers for products that are originally targeted for the female market. Trend 10 – THE COLLECTIVE CONSCIOUSNESS With the increasing ubiquity of online technologies and a new global mindset, people are thinking less about “me” and more about what “we” can do. Locally, the study found a large portion of the below 30s and single below40’s joining “small causes”, via simple donation programs or sites like Handsonmanila.com. TIP: How can your brand or its properties make a difference in the community?

July 16 & 17, 2009 | Mandarin Oriental Hotel, Manila, Philippines

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What they say... “Well organized and positive feedback from most delegates” -Peter Bakker, Associate Publisher, Fairfax Media “Congratulation on successful APPC! I sincerely appreciate you and the OIC team very much. It’s you to make the APPC professional, well-organized and enjoyable.” - Pei-Ling Huang, Secretary-General, Magazine Business Association of Taipei

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Develop your publishing management skills and advance your career! For more information - Visit www.publishingconvention.com • Email: apc@oiceventsasia.com • Phone: (632) 8183289 • Fax (632) 8193752

GLOBAL PINOYS A US campaign with no Pinoys in the storyline, shot in Manila? A glimpse inside an unusual project.

Wal-Mart comes to Manila… to shoot! Three versions of a single concept: how economizing at utterly American Wal-Mart helps save money for irreplaceable cultural traditions. While no Filipino board was shot, it is a very Pinoy sentiment. (And if adobo may say, a brilliant strategic hat trick.)

Wal-Mart "College"

It started on the internet. In mid-2007, abracadabra’s Ross Misa received a query from Jason Forest of Bullypictures LA, for facilitating production of three 30-second TV ads. As the US representatives of director Franco Marinelli (a familiar face locally for his work on Coca-Cola and Globe, among others), Bullypictures considered the director’s recommendation to check out the Philippines as an affordable yet high-quality production venue. In October, Jason and three others from the US flew to Manila for pre-production and shooting. Soon, executive producer Misa was coordinating cast and crewmembers from five countries. adobo caught up with ringmaster Ross to learn how it all came together.

Behind the scenes in Shanghai with ADRIAN CALUMPANG

Wal-Mart "Wedding (Mandarin)"

How was it different working in the US compared to here? There’s more precision every step of the way. The time put into planning/preparations was immense. Almost every hour since the project got confirmed there was constant communications between Abracadabra and Bullypictures. Casting was done by email from the Philippines, to the director in Sydney, to the producer and agency/clients in LA. The Indian talents were flown from Mumbai, because Indians sourced from here are quite Filipinized already and they’re really particular about nuances of facial expressions and body language. A Vietnamese migrant in the US was flown in to guide us in terms of art direction and nuances. Any feedback from the ad? [It must be ok, because] they are having a rerun start of this year. Last October they asked me to help them renew contracts with talents they used from here and Mumbai.

Wal-Mart "Wedding (Vietnamese)"

Arriving to the warehouse studio at 6 a.m day of shoot, this was my desk : )

Our extremely patient and hard-working talent Daniella Watanabe

Having grown up an expat kid in the Mideast before attending Central St. Martin’s in London, director Adrian Calumpang doesn’t touch down for long. Now juggling Manila shoots with others in Malaysia, Hongkong and Vietnam, he shares his documentation shots of a 2008 project for China telecom giant ZTE. The shots are a glimpse of the diversity that make regional projects so much fun.

Chroma cove shoot with Weiss-Cam Digital Vision producer and my Inferno artist Quia-To

Consulting with my trusty producer AND sometimes translator Alice Wang.

photographed by Jordan Arabejo

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And the most important question, of course: May kasunod po ba ito? (Any more on the way?) We quoted them for another 30-seconder spot, but we’re still waiting for “green light”. After this came Star World MTV, in July 2008. We shot with director Ken Lambert to do a doco/MTV. Just before Christmas we completed another facilitation job for a company called Spinifex Group Australia, an epic material for a Qatar-based client QAFCO. But it’s still in post-completion, so I’ll tell you more about that later.

Filipinos may not know BBH, but they know the agency’s work: Keep Walking. The Axe Effect. Vorchsprung durch Technik. Founded in 1982 by the legendary London team of John Bartle, Nigel Bogle and John Hegarty, BBH now rears its flock in 6 major cities worldwide. With its mantra “When the world zigs, zag,” the firm employs 800 talented contrarians worldwide – including three Filipinos, at BBH Asia-Pacific in Singapore.

5 things you didn’t know about the BBH Pinoys

CLIENT - WAL-MART TYRONE REID - SENIOR DIRECTOR,MULTICULTURAL MARKETING ANDY JOHNSON - DIRECTOR OF BROADCAST PRODUCTION AGENCY - IW GROUP JOHN LEEWONG-VP-EXECUTIVE CD MICHAEL CHA-SENIOR PRODUCER BULLYPICTURES JASON FOREST-EXECUTIVE PRODUCER ANDREW TRAVELSTEAD-ASSISTANT PRODUCER DIRECTOR FRANCO MARINELLI DOP GARY WAPSHOTT PRODUCTION DESIGNER PETER COLLIAS ABRACADABRA ROSS MISA-EXECUTIVE PRODUCER MARITESS BENJAMIN-PRODUCTION MANAGER

Cinematographer Jimmy Wong with another talent. Finishing off the last few frames in on-line we decide to celebrate. This photo is not inverted. The beer really is called REEB!

Sarap, lah!* Jeff, Eileen and Pepper hit Lau Pa Sat for their favorite Singaporean dishes – spicy stingray, laksa, and char kway teow — and one Pinoy dish that’s a meal in itself. (Sarap = Filipino for delicious)

Why BBH Asia Pacific? Pepper: There are loads of hot creative agencies out there but hot planner agencies? That’s what continues to impress me about BBH. It’s an agency that values planning as an equal. Eileen: It feels great to be learning from an agency that truly values planning. And it’s not just with planners – you see it in your account man and your creatives as well. Plus it doesn’t hurt to work in such a pretty office with lots of free coffee. Jeff: I’d heard a lot of good things about BBH back in 2006.There weren’t any openings when I first approached them so was really lucky to get in last year. From a digital perspective, trends exist and everyone rides the wave and tries to produce multiple executions from them. But BBH believes in putting ideas first, then execution. We’re doing some awesome stuff for Chupa Chups right now. Can’t say anything about it – except for its good use of technology and product userexperience. It’s something that everyone in the team believes in doing, which is great. What do you love the most about Singapore ? Pepper: Diversity. Every meeting I go to is a good joke waiting to happen. “A German, a Filipino and a Singaporean went to a pitch….” Eileen: Beautiful and unexpected pockets of contrasting culture like the local designer stores

in Haji Lane (Arab Street) and restored architecture in Ann Siang Hill (Chinatown). I think there is a vibrancy to Singapore that most people aren’t aware of. Jeff: Without sounding brainwashed, I like the way the Singapore government supports the arts and culture scene, especially the interactive medium. This is one thing our country really lacks. I wish Singapore had…….. Pepper: …Inihaw na liempo (grilled pork belly, usually dipped in vinegar) and MOMOL ..….. Singapore has everything BUT! Eileen: ….Balut (fertilized duck egg) and cooler weather. I can’t wear my hoodies anymore. Jeff: I miss Airsoft. I am flying to the Phillipines in the coming months just to play for two weekends. The main difference between the ad industry in Manila and Singapore? Pepper: There’s less sexual tension here……!! Eileen: Manila is more bakla (gay). Also, because it’s a smaller community, there’s more gossip and rumours in Manila any day. Jeff: You can put your ads anywhere in Manila.. In Singapore, media placement is more restricted so you need to be very careful where you place your ads. Good thing interactive work here gives us more freedom.

Tell us one thing about each other we should know. Eileen on Pepper: Pepper studied ballet for four years. In fact, he is wearing a tutu underneath his jeans right now. And yes, he’s single and available. Pepper on Eileen: Eileen loves her dogs more than people. Pepper on Jeff: He goes to Malaysia on weekends to shoot people (playing paintball, that is). Jeff on Eileen: She has more gadgets than me. Jeff on Pepper: Pepper owns a shop in Geylang (a colourful part of Singapore with a vibrant, ‘alternative’ night life.) Eileen Borromeo joined BBH in May 2008, to work on Vaseline in Asia. She was previously with O&M Singapore and Manila, where she was regional planner on Kotex and also worked on Unilever and Nestle. Pepper Feraren joined in October 2008 and now works on Axe, Flora and Minute Maid. Prior to that he was with O & M Philippines for three years, as Planner for Kraft and Tang, Nokia, Pond’s and local clothing retailer Analog Soul. Jeff Mendoza joined BBH as Digital Art Director in October 2008. He is a multidisciplinary designer who started in the interactive industry in 2002, under O & M Phillippines and local production house Unitel. march-april '09

GA Comes Up-close and Personal When GA Printing wanted something ‘new and fresh’ as a holiday giveaway for their top clients, Cherry Salazar assembled a creative team to tackle the challenge. What could possibly take the stead of a traditional calendar? Answer: a lunar calendar! With the inspiring new concept, Cherry, Lito Bauza and designer/photographer Igor Maminta whipped up a set of calendar and stationery giveaway designed to reflect their client’s lunar animal sign. On its own, an inimitable concept, being personal and client-specific was simple genius! Not only did this one-of-a-kind giveaway create an affinity with GA Printing’s premier customers, but it was also expedited through the on demand variable printing capability of Digital Fox, GA’s digital division. It is amazing how this little piece of personal element, the lightest touch of something special could invoke a feeling of delight and

Yahoo! Day Out 2!

Cruises Along

It was a perfect day to cruise along the bay. It was, after all, Friday the 13th. After a leisurely drive to the CCP and a hearty dinner, on-board the yacht we went and anchors aweigh! Yahoo! Day Out! is held twice a year in an effort to push Yahoo! advertisers, clients, sponsors, and friends out of the doldrums of the workweek. It’s prime time for for Yahoo! and its partners to get to know each other, network and maintain business ties. While last year’s Day Out! tested the oxygen levels of desk-bound digital folks, last Friday’s adventure was a measure of water resistance. Make that sea-sickness. Dubbed Yahoo! Cruises to Vegas! the idea was to achieve a high-roller’s yachting lifestyle, a sunset getaway for a fresh perspective of Roxas Boulevard, the Manila Bay, and the Sofitel Philippine Plaza. The cruise soon neared the unmistakable lights of the Mall of Asia, and the Yahoo! Day Out-ers were gifted with brilliant

marvel. How, through this unique idea, an ordinary company token could elicit a feeling of exclusivity from the recipient. That’s how Cherry’s clients emailed and texted and called her to express their appreciation. “Just got your gift. Best this season! Love it. Can I explore producing something similar for my clients? Again, thanks so much.” Raul Blay, Sound Design “Thanks so much for your beautiful and intelligent gifts. So impressive. Particularly relevant for me as I am an ox person. Kung hei fat choy!” Tonette de Guzman, ACM Holdings Inc. “Thanks so much for GA’s very special giveaway this year. Love the Chinese calendar and my Dragon stationery.” Charo Yujuico, Philippine School of Interior Design “That’s the beauty of our variable data printing capabilities”, Cherry said. “We did nothing unusual and difficult. All we did was to match the client’s name to their zodiac sign and our digital printer automatically generated the personalized color images. We achieved our goals of giving each client that special feeling of exclusivity, recognition and importance.”

fireworks from the Bay! Fantastic timing! With everyone savoring the peace and quiet, the trip back was solemn, preserving the precious serenity of the Bay.

Back on land, and in true Vegas fashion, the Yahoo! high-rollers were entertained by Tina Turner and Diana Ross impersonators. It is still unclear who was more surprised, the audience at the sight of the impersonators, or the impersonators at the audience’s delight! Questioned afterwards on his choice of entertainment, Yahoo!’s Cris Concepcion deadpanned, “I wanted Elvis.” Alas, Cris. Elvis has left the building.

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Pegasus takes flight Change is good, the Kidlat awards said. That goes not just for creativity, but even areas like accounting and finance. That’s the promise of Pegasus, the agency management software system newly arrived in Manila via the revitalized Ace Saatchi & Saatchi. adobo sits down with Pegasus’ Les Parry for a chat about change. Pegasus itself has been around since the late 1980s, mainly in New Zealand. Most of the leading agencies there use it, including the Clemenger group and Saatchi. The entire Publicis group in Singapore (including media agencies) is on it, supported out of Sydney. Other long-term clients are in Hongkong and Japan. Les Parry points out that “In a short demonstration to a handful of guys here, we showed them our client list. Almost all have been with us 15 years. To which I asked: one, how many clients have you had for 15 years, and two, how many of you have been using the same software for 15 years? None of them said yes.

— no need to get up or write on a piece of paper. That captures the information in a meaningful format, and can also trigger an instruction to the creative department. Creative can use the Traffic Module to schedule jobs, and the account manager will say when the deadline is. The system can show you the whole job: the original brief, artwork, estimates to client, purchase orders to printers, etc. You can then use the work-inprogress to track the stages, and allocate those to individuals. So any individual can see what task they’ve been given and when those deadlines are. It allows them to prioritize their time as well.

On the Saatchi House installation: “Trying to enforce change without a backbone is very difficult. In a subtle way, Pegasus has actually changed the way the agency works. They’re now far more in control of costs, billing and collection, able to match actual costs on a job with the estimates. On the finance side, it’s like putting a pair of glasses on.” We’re confident that when we get a client we hang on to them, because they’re happy with the product and the service.” Parry continues, “Pegasus has been often viewed an accounting package. But we’re now moving more into agency management — not only what’s happening in creative and accounts, but also whether the estimate has been approved or whether you bill the client. Recently we added Job Alerts, which show when you’re approaching a job’s estimated hours or cost. You can quickly see which jobs are in danger, then be proactive about managing the client and cost. That’s what we’re geared towards. We’ve had a system that’s been running for 25 years in very successful agencies. Now we are providing a tool that the entire agency could use.” How would account management people, producers and others not on the finance side use it day-to day? Once a client approaches for a piece of work, account management opens a job. Just open a job with a brief description

march-april '09

At the end of the day, an agency can see how productive a certain client, person or business group is… is that right? Yes, we’ve got quite unique report writers. We’ve had them for a long time, [but] now agencies are all coming to us asking that we set a system up more finitely to understand client profitability. We’ve got traditional ledger writers for reporting, etc. The client profitability report lets you measure billing and revenue by client. Time sheets apply a cost rate per employee; the system takes the amount of time each individual spends on a client and apportions that cost. So you get client profitability in billings and revenues, plus the direct staff cost associated, for the net profit after all the effort put in. There’s also staff efficiency. You can look at an individual job’s estimated cost compared to actual cost, and what you actually billed. You can sort those reports in very helpful ways, even by account manager. You see very quickly which managers consistently

overestimate, or more importantly, underestimate. You can get any information you want, real-time. When we sit down and show people these report writers, the magnitude of what they can do is a bit overwhelming, until they actually get to grips and realize they can do it very quickly.” Things that change your business usually start by chopping the bottom line. But Pegasus is relatively affordable and scalable. A suitcase-size server sits quietly in a corner of Saatchi House, but even that is optional. Many clients access completely over the Internet, which suits shops as small as 10-15 staff and can be done from any reliable connection. About 75 clients already do this, and it is gaining in popularity. There is no hardware requirement or huge upfront investment. Parry’s team helps the agency migrate seamlessly from their existing system; conversion and installation take place over a weekend, and go live on Monday with minimal training. The Saatchi installation needed only a team of two, for five weeks. Parry says, “Many of our competitors will take the approach that ‘you have to understand our software.’ We prefer the approach that ‘we need to understand how your business works, so we can adapt the software so you.’ You run it your way and we’ll make the software work for you. There are no initial license fees, simply a monthly fee based on the number of users, usually about 15 users for 100 agency staff. “We don’t price per user or per module. In a market like Manila, many of these features are completely new. So we start simple, then just roll out parts of the system as they become more confident. As the average number of users increases, that’s when the price increases. As an average, it’s around A$3,000 a month for an agency up to 30 staff. It very, very quickly pays for itself. In New Zealand they run an agency of 30 literally

with one and a bit people: 1 fulltime finance person and 1 parttime finance director. Once the reports are built, the system does a lot for you. It’s also what you gain in lost revenue. It’s not necessarily measurable, but [with] manual systems, if someone forgets the estimates you don’t get the job. This quantifies [that]. Once someone opens the job you know you’re we’ve done something, spent time, got cost — we have to bill the client.” Pegasus has been around since the 1980s. How did you get to where are you now? A lot of the [overseas] installations were by invitation. We were thought of as a New Zealand company, but in the last four years we’ve been winning clients from both our main rivals. We have a much smaller staff base [than them], but we hang on to our clients much longer. Having been an accountant in the industry and used the other products, I know this works. You don’t need much support. We focus on advertising and media agencies, but anybody can benefit who can appreciate the visibility of converting time on a job to an actual invoice, rather than just doing an estimate and billing to it. One thing that interests us is growing agencies. Droga5 came to us, as did John Singleton’s agency Banjo. Cummins & Partners were 5 staff when they introduced Pegasus, and they’re now 120. We’re interested in anyone young and ambitious. They understand the need, and they’re keen to learn from us. Anyone who’s at 15, 20 with ambitions to grow to 40,50, we can help everyone says, we haven’t got time, we haven’t got money – this can save you plenty of both.” For more information contact Les Parry - Salese:les@pegasus-sys. com.au

One of Ben Sherman’s classic sweaters is dark and discreet, a black zip-up with a slim fit. It does not scream for you to look, but if you do you’ll be impressed. Its name is Bitterness. That tells you a lot about the brand, and why an icon of 1960s London is still icecool long after some of its original wearers are not. Its Britishness is street and smart, taking the piss via cleverness rather than shock. Shred convention, but not your trousers.

This cheek – in a Mod slim fit – may explain why Ben Sherman has been such a hit with ad people and others for whom clothes are never just clothes. In fact, pre-prod meetings for this magazine’s feature last year resulted in a number of purchases on the spot – not just by some of the agency heads featured, but by the photographer. (Not some dandified clotheshorse, mind you, but a chap whose business card reads ‘The Wild Bunch.’) Long before these rent-arebel days, Ben Sherman got its cool the old fashioned way: by being worn. David Bowie fished his slim button-downs out of trash cans. (Like most of the 60s icons, Bowie had more dash than dosh. These days, Ben Sherman requires both.) Now, those who prefer more subtle rebellion can wear it to look just a little off-kilter, for those days when even fellow Brit eccentric Paul Smith is just a little too dressed. It is a brand story carried through the brand’s website, sponsorships and events – the site has a permanent section called ‘The Big British Sound’ – and of course their visual merchandising.

Mod London meets mad Manila

Such is the power of a brand that when the local shop ran an event last year, the crowd was varied in money but unified in style. We at adobo felt cooler just standing there among the fashionistas and ex-ska musicians, toasting a British legend in a Manila mall named after an Oriental myth. The MRT rumbled outside, but we knocked back the Johnnie like it was midnight instead of merienda, until our livers could match Pete Townshend’s even if our shirts could not. It felt like in minutes we would tuck our whiskey into our Bill Amberg rucksacks, hop a scooter with a leggy bird and roar off into the endless London night. That’s the fantasy that sells decades after, and Sherman has it in spades.

“I have never been a Mod, or indeed a skinhead. I don’t own a scooter. But two things I admire are: the combination of the traditional and the contemporary that usually trademarks the best of British design, from Vivienne Westwood to TVR cars; and the esoteric way that the British male dresses – “he is a stylist unto himself,” as Karl Lagerfeld once said in Homme Plus. … Thus I’m an enormous admirer of Ben Sherman the brand, which originally took traditional designs and made them in very modern – especially for the early 60s – cuts, and gave young chaps the chance to look smart on their own terms.” Steve Beale Style Editor of FHM UK and guest blogger on the Ben Sherman blog “Button Down.”

A town called Malice. A sweater called Bitterness. A sample of style names from the collection currently available online. You don’t need to know the names to like the clothes – but they’re so much cooler when you do. Women’s jeans: Siouxsie, Shrimpton, Christie Men’s jeans: the Ramone fit.

Ben Sherman is located at the 3rd Floor, Shangri-La Plaza Mall, Mandaluyong.

Men’s shirts: Vicious, Page, Plant, Division (there is also an Order, by the way), Edge — but also Dre, Notorious and Snoop, Devo, Styx, Grohl, Halen, Axl, Spandau, Trogg, Drury and Who. Most priceless of all: Slayer. (Clearly the brand has a sense of humor.)

specific audience, even a mature or sophisticated one. iTRIXX President Jim Donald explains that “through our interactive advertising, we captivate the younger audience but at the same time draws in adults with powerful message delivery.”

Move On!

iTrixx interactive Media

iTRIXX Interactive Media uses motion-sensitive graphics to turn walls and floors into hynotic, engaging advertising screens. i-Step connects human movement with floor or wall displays to create a virtual playground. Step on the display, and the logos, photos, etc. literally follow your feet, scattering to bring an involuntary grin to the most jaded corporate face. i-Touch combines motionreactive video and graphics to create as a virtual touch-screen desktop. Hypnotic walls of water, a "desktop" on a giant wall, a party game where you are the mouse and your hand is the cursor – all are windows to entertainment, education, and inspiration. iTRIXX Interactive Media is perfect for trade shows, entertainment venues, exhibits or malls, adding impact and value to any event. Interactive = Involving In today's visually cluttered environment, looking is no longer

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The scattering images bring an involuntary grin to the most jaded corporate face. enough. An independent Arbitron study in the US shows that interactive advertising generated significant brand/product recall. Bored

with ads they can only passively consume, consumers respond with enthusiasm, spending up to 30 minutes playing and interacting with the display. Their natural curiosity leads to improved brand awareness and in turn enhanced sales. For consumers, the interactive display was not advertising to be avoided, but entertainment to be pursued. Amid the hubbub of a mall, party or corporate event, it is a sure way to attract and personally involve consumers with color and entertainment. For the young and not-soyoung Nor is iTRIXX just for kids. It can customize its effects and onscreen games for a

Tried and tested One example is SONY, which uses interactive technology to promote their brand, “i-Step is a new, interesting way to showcase our products. We use it to promote the Sony brand itself and to support our various activities,” said Alvin de Vera, Customer Marketing Deputy Director of Sony Philippines. “We believe that this technology is very promising and so we are working hand-in-hand with I TRIXX to continuously promote and develop this exciting platform to get customers to interact with our brands.” Other product launches supported by iTrixx were by Nokia, Panasonic and Smart; a rebranding by Dusit Thani Hotel, Corporate Presentation by Unilever Clear, Sony’s Annual Expo and mall tours by Kimberly-Clark Huggies, RCBC and The Lee Rocks Manila Tour. Aside from these events, I TRIXX also adds to brand consistency and recall via placement at key locations. It has a spot in Glorietta 4’s Cinema lobby, and will soon launch at Cyberzone in Megamall and at NAIA Terminal 2. One stop shop Increasing demand for tailored solutions has led iTrixx to position itself as a one-stop shop, “From interactive technologies that are truly eye catching to huge digital screens and video walls, astonishing light effects, smashing audio set-up and architectural staging - you name it, we have it”, said Managing Director Jay-R Candelaria. The company also has a whole in-house team creating corporate websites, collateral designs, animations and audio visual presentations. With the introduction of I TRIXX Interactive Media, the new age of advertising has certainly arrived.

Value Ad’d.

CALL FOR ENTRIES. Deadline for submission of entries is April 17, 2009. Visit www.tambuliawards.com or call 637-0912 local 393 for more information.

The value of a campaign is in its values.

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tvreview Trust Issues Trust Me

octors have ER, Grey’s Anatomy and House. Lawyers have Boston Legal, Law & Order and Damages. Geek-cops have CSI, Bones and Numbers. It’s certainly about time we advertising folks have our own modern-day workplace series on TV…Trust Me. Even before the pilot episode reached my VLC player, the office had already been abuzz about the snazzy new series penned by ex-Burnett and JWT copywriters Hunt Baldwin and John Coveny of TNT’s The Closer. The artists formerly known as “Will” (Eric McCormack) and “Ed” (Tom Cavanagh) star as concept team partners Mason and Connor in this fast-talking bro-mance set in a fictional agency called Rothman Green & Mohr. Their friendship is tested when their award-winning Creative Director dies during a hissy fit, and only one of them gets promoted. How art-director-turned-boss Mason deals with his new title, his brilliant but flaky best friend, and the newfound pressures of agency life become the focus of the show. “I Like it!” The general statement around our own Creative Department was very positive. Why not? It’s fun, it’s clever, it’s different—and it’s us! Each of the characters brought a distinct yet familiar energy to the frenzied mix. The most notable, aside from the lead characters and the newly-dead CD Stu, were the burnt-out Group CD Tony; the spectacularly poised and scary female CEO; and freshly-pirated hotshot Sarah Krajicek-Hunter. This neurotic, misunderstood copywriter is engagingly played by Monica Potter and is turning out to be an early favorite. You wouldn’t want to work with her, but boy, is she fun to watch. “You can relate to it.” A lot of the initial excitement over Trust Me is that we see a lot of our own selves in it. Meeting unreasonable deadlines, dealing with super-sized egos, trying to keep good talent, and proving

march-april '09

by Rizzo Tangan

"Is there some rule that talented writers have to be self-absorbed pains in the ass?' Ouch! you’re in touch are all very much our real-life plights too. “Is there some rule that talented writers have to be self-absorbed pains in the ass?” is sure to draw an “ouch!” from anyone reading this magazine. And while I was not quite rolling on the floor laughing, I couldn’t help but think “Ha!” when Mason used the muchabused, much-derided “L” word while trying to sell a tagline to a client. That word was: Leverage. “It’s boring.” The characters are interesting enough, but the plot loses steam after an intense pilot. The next three episodes had Mason & Connor casually going to ridiculous lengths (like infiltrating a focus group so that a stolen themeline could be “rescinded”) to get out of scrapes they got themselves into in the first place. One agency writer commented, “Baka tayo lang ang natatawa dito [Maybe only agency people find this funny],” to which another writer responded, “My non-ad

agency friend stopped watching the first ep after 5 minutes!” It is also curious to note that for a series on an industry that’s all about image, one would’ve expected stylishness to rival Sex in the City. Then again, maybe the creators deliberately steered clear after the vintage glamour of Mad Men set the fashion bar so high. As one real-life ACD put it, “It’s too real. They look dowdy and haggard. There’s no sex, no fashion—what’s the point?” What’s the point indeed? I personally found the show neither here nor there. It’s not too funny for a comedy, and the serious scenes are not too dramatic. The characters are likable, but equal parts dismissible. The issues could have been important, yet they felt small. “Para pala siyang [It reminds me of a] brand personality,” an Accounts VP remarked, “authoritative yet friendly!” And I fail to detect a sense of purpose as the series develops.

Where is the season-long cliffhanger? That big case that never gets resolved until the season finale? The big secret that keeps getting closer and closer to being revealed? Okay, maybe it’s too soon to expect that after just four episodes, but Mad Men seduced with its mystery from the get-go! Trust Me so far baffles and annoys. A reality show following the everyday life of hallof-fame creative Ompong Remigio might have more surprising and hilarious turns. While other workplace dramas cover familiar territory (lawyers, doctors, forensic cops), this one, even with its relevant context and comical moments, fails to provide the weekly set of compelling human stories. It’s a lot of “listen-to-me-I’m-so-clever” and the picture it paints of our industry is a pretty pathetic one. Yet I can’t help but cite Friends as proof that even a show about losers can be endearing. At the end of the hour, when the novelty wears off, Trust Me just doesn’t do enough to draw you. All I can do is follow the title and hope it gets more compelling as it goes on. (Editor's note: It was not to be. At press time, Trust Me was reportedly going to be cancelled.) Rizzo Tangan is a Creative Director at Campaigns & Grey.

foodreview

Tambokikoy’s tandem Aids Tecson-Director for Post Production, Underground Logic and wife Treena Cueva-Tecson, PR Director

Tabok Kita sa Tambokikoy’s

photographs by Czek Vinluan

nasal is a native Bacolod delicacy of grilled, pre-marinated chicken. Though the inasal has chewed its way into the Metro’s menu of choice, Tambokikoy’s is the first and only takeout place to serve WHOLE Bacolod Chicken Inasal. Drive literally around the Maysilo Circle (beside LBC), take in the sights of the Mandaluyong City Hall and its bronze murals, and make a quick hop for this inspired concoction handed down from generations of lavish fiestas. From great grandmothers to future generations, hearty food keeps family ties tight. Taken from the Ilonggo word for chubby, inspired by the owners’ bubbly 2-year old daughter, Tambokikoy’s opened September 2008. Already, it has acquired a stream of inasaladiks. Tambokikoy’s Whole Bacolod Chicken Inasal is marinated with a special blend of local herbs and spices, is charcoalgrilled rotisserie-style, and served with Tambokikoy’s special garlic rice. The barbeque joint itself is reminiscent of suburban avenues not only in Bacolod, but in Davao and Dumaguete as well, providing a welcome feeling of home for many provincial transplants. Tambokikoy’s is open Monday to Sunday from 11am to 11pm. Customers can call 473-0573 or 0918-9267188 for advance orders.

COUPLE Lorraine Belino Analyst, JP Morgan Chase

Breast, I love white meat. I love the idea that it’s a whole chicken. My first love is their garlic rice. Love their pork chop. FAVE

TAMBOKIKOY’S

Erin Pascual Film and TVC DirectoR

Drumstick, since I was a kid. TAMBOKIKOY’S One of the best because it’s halfway between lechon manok and inasal. It’s like a hybrid. I’ve liked it since the first time I tasted it. FAVE

BEST FRIENDS FOREVER Ning Barcelo-Tadena Makeup artist; Partner-Blow Up Babies FAVE

Thigh

I NEVER liked pork chop but Tambokikoy’s converted me! I tried one piece, and now I eat pork chop in Tambokikoy’s!

TAMBOKIKOY’S

BARKADA DUDES Teddy Catuira – TVC Director

Wings. And isol, which is bad. I especially like their isol. I am a big fan of inasal, but other (inasal brands) are not consistent. Here, it’s roasted, but the meat inside is not dry. It’s juicy! On being Tambokikoy’s first-ever customer Aids Tecson said it’s whole chicken, and I had nothing to do that morning. FAVE

TAMBOKIKOY’S

JA Tadena Freelance cinematographer; Partner, Blow Up Babies; Part-time photographer-Photo Mojo FAVE Leg. Used to like breast part when I started working out. TAMBOKIKOY’S Its sweetness is just right. Never had chicken tasting like this. The right sweetness with garlic taste.

Aileen Gan Marketing Manager of a printing company

BARKADA GANG Badet Umlas ACCOUNTANT

FAVE

Drumstick I actually LOVE the pork chop. It’s so juicy, the sauce is sobrang okay! Whenever I eat their pork chop, it makes me hungry for more!

FAVE

TAMBOKIKOY’S

Solo Bhea Alejandre Executive Assistant

FAVE

FAVE OMG! Pwede bang lahat?! Favorite ko talaga ang chicken and pork chop. TAMBOKIKOY’S Here, love ko lahat, how they cook everything!

(Tabok Kita means let us cross)

Butch Tayao Freelance producer

Breast man – since a kid. It’s not the usual inasal manok, chicken Bacolod. It’s grilled and healthy. My mom is from Bacolod. Tambokikoy’s doesn’t taste like your usual chicken Bacolod. Besides, I was supposed to stop eating rice, but since Tambokikoy’s, I can’t stop eating rice!

FAVE

TAMBOKIKOY’S

Pork chop Their pork chop is malambot and sobrang sarap. Above all, it’s NOT oily!

Philipp Balbuena Marketing EXECUTIVE

Pork chop! The sauce is perfect! I love their rice because I love garlic! Tambokikoy’s is burpy-licious! TAMBOKIKOY’S

Mafel Hebulan BUSINESS MANAGER FAVE

Thigh.

PORK CHOP gusto ko! Malambot, malinamnam, umaapaw sa sarap! TAMBOKIKOY’S

march-april '09

bookreview Kulinarya Glenda Barretto, Conrad Calalang, Margarita Fores, Myrna Segismundo, Jessie Sincioco, Claude Tayag

reviewed by

by Tanke Tankeko

n the thick of transition from Executive Creative Director of Creative Juice/Manila to Chef Creative Officer at 1521, Aye Ubaldo, great friend and adobo writer, asked me if I could review Kulinarya: a Guidebook to Philippine Cuisine. Instinctively I said yes, as there are two things I cannot say “No” to: good friends and good food. As I slowly come to digest the weight of my acceptance, I morph at 2,000 frames per second to a sizzling plate of Sisig. Realizing that the book I was to critique was developed by no less than six of the country’s culinary heavyweights, and that on its pages rest the noble task of championing the recognition and appreciation of Filipino cuisine throughout the world, I honestly felt quite intimidated. Fearing that I may have bitten off more that I could chew, and with self-preservation in mind (refusing to end up like minced meat), I immediately sought the help of RJ Ungco, Les Roches fellow and resident chef of 1521, to share what I have just heaped on my plate. The move to make this a joint review is of course stirred by

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even far greater thought and relevance. Chef RJ provides the culinarian perspective in this joint critique, while I bring in the untrained views and notes of a simple foodie. Kulinarya is a project of Asia Society, a non-profit organization that fosters better understanding between Asia and the United States, in collaboration with the Philippine Department of Tourism with grants from San Miguel Corporation and Del Monte Corporation. The Guidebook to Philippine Cuisine is just the appetizer to a bigger movement called “Kulinarya” that advocates improved cooking methods and best practices in the preparation and presentation of Filipino food. Furthermore, the cookbook and the movement hope to build greater appreciation for and understanding of our cuisine and its traditions at home and throughout the world. The intention of “Kulinarya”, as a movement and a cookbook is admirable. However, the execution of the book and certain content do not compute with the nobility of its intention. Asia Society tapped the country’s most celebrated chefs

to discourse and determine the intentions of the cookbook, define our local cuisine, dissect the regional diversity of our dishes, and finally design and determine the entries in the cookbook, pronounce and present the ninety (90) recipes that carry the seed of branding Filipino food to the world’s gourmands. Chaired by no less than the highly seasoned restaurateur Glenda Rosales-Baretto of the well-loved Via Mare Restaurant, and supported by the country’s most prominent chefs such as Conrad Calalang (Seasons, Intermezzo and Barasoain); Margarita Araneta Fores (Cibo, Pepato, Café Bola), Myrna Segismundo (Restaurant 9501), Jessie Sincioco (Le Souffle, Top of the Citi) and Claude Tayag (Bale Dutung), “Kulinarya” indubitably had the best ingredients for success. No pun intended, but these people are the “Meat” of the movement. With such a pool of greats working together on a cookbook, one can expect dishes and recipes that dazzle or dare or defy, maybe even push our cuisine to unexplored territories. It comes as a surprise that such prominent chefs of “Kulinarya” chose recipes that were incredibly pop and too simple to prepare. The expectation then is such: these chefs most probably might have kept the recipes authentic, true to our heritage with focus and emphasis on traditional techniques and ingredients. Unthinkably, the top chefs of “Kulinarya” incorporated shortcuts such as the use of canned and pre-prepared ingredients (a compromise for the sake of grants?) and modern techniques, even some unheard of practices such as not “seasoning” meats and fish with salt before frying, which is totally counter practice (Filipino cooks preseason their meats and fishes before frying and would brave the splatters of the angriest oils in the name of the crunchiest Lechon Kawali). I say unthinkable as the book heralded this intention from the very start: to improve cooking methods and best practices in the preparation and presentation of Filipino food. I cannot fathom how canned cream corn can ever compete

with fresh sweet corn to achieve the best preparation of our food, or edam cheese or powdered milk for that matter over all the organic alternatives available in the market. Whether certain practices (such as pre-seasoning meats) are wrong for the culinary, these are foundations of Filipino cooking that have survived generations. It’s perfectly okay to introduce a little science in cooking at this day and age. However, the chefs should have taken great care in explaining why certain practices were done before (fish and meats were heavily salted because there were no refrigeration systems and salt acts as a natural preserving agent for meats).

I cannot fathom how canned cream corn can ever compete with fresh sweet corn to achieve the best preparation of our food, or edam cheese or powdered milk for that matter over all the organic alternatives available in the market. Kulinarya declares to be a beginning of a movement to inspire a wide audience ranging from homemakers to cooks and restaurateurs “to harness our natural Filipino creativity and individuality towards the discipline of searching for and following good cooking practices”. The book aspires to target a range of audiences from all tangents. This results in unfocused and schizophrenic writing as naturally, the writer’s voice and tone would shift from practical to homey to technical to scientific and so on and so forth. Thank God for the visually eloquent Neal Oshima, and for Claude Tayag’s artful food styling. Oshima’s food shots captured every yummy gloss, glaze, blister and burn to spark craving page

Kulinarya declares to be a beginning of a movement to inspire a wide audience ranging from homemakers to cooks and restaurateurs. after page. Tayag, on the other hand, gave Filipino food a lovely face with artful and well-restrained food styling. Definitely, Kulinarya achieves its aim to improve the presentation of Filipino Food through the collaboration of Neal Oshima and Claude Tayag. However, I must agree with Chef RJ though who pointed out that certain food presentations defeat the purpose of “branding” or setting a baseline on how our cuisine should look. Take for example the presentation of the Shrimp Ukoy (page 56), or the Adobong Kangkong (page 152), which are too stylized and deviate too far from the common expression of the well-known dish. Thus, the elaborate styling may even potentially mislead when the uninitiated try their hands at a recipe for the first time. I generally appreciate Claude’s styling best when he keeps things simple, rustic, and closer to home. Speaking of restraint, I wish the book’s sponsors had exercised a bit more self control in demanding their share of “media exposure”, with their company profiles and logos on the first few pages – and if at all they insisted on the shamelessly “commercial” content cluttering the back pages. I certainly could sense “marketing” murder here. The sequencing of chapters could have been improved as well. For starters, I definitely would have frontloaded Michaela Fenix’s discourse on “What is Filipino Food”, over the “plugs”. Fenix has a great thesis on the origins of our cuisine: that our food has the DNA of our history; from the many cultures that have shaped our nation: from colonial influences brought by conquest to those carried by the winds of trade. I certainly would have opened with this chapter, rather than heading straight to the topic of “Working Towards World-Class Cuisine.” You

don’t work on anything you don’t know as far as I know… The use of photographic guides was really helpful, such as those illustrating “deboning technique”, or “folding guides on wrapping molo”. It would have been great if the device were utilized more consistently throughout the book and in topics where it would have been most helpful, such as teaching how to properly cook rice. Now that we’re on rice… I did not appreciate why the writer focused on “Garlic Rice” in the opening chapter, when that spotlight should have logically gone to techniques on how to cook white rice right, the very foundation of all our rice dishes and their variations.

It begins with certain values that one should never compromise on and truths that one holds on to until the end of time. I think that goes as well for cuisines. The French will insist on their techniques. The Italians and the Japanese will be adamant on the freshness of their ingredients. The Chinese will push for ancient and traditional methods and ingredients. Filipino food must then hold on to its roots to ever gain the respect of the world. Our cuisine is rooted on love-laden, meticulous and laborious preparations. We’ll burn our hands in the name of the crispiest Crispy Pata, develop “kulanis” (callouses) stirring

Filipino food must then hold on to its roots to ever gain the respect of the world. We know that rice is a staple to Filipinos and that our viands are best appreciated with steaming, well-cooked rice. It is a known fact that cooking rice takes time to perfect for people and cultures who are not used to it. It would have been wise to devote great attention to the art of cooking rice and not just whiff through the subject, especially when setting and declaring culinary standards are on the fore. I have also noticed that the authors also omitted certain references to us Filipinos eating with our bare hands. While I fully understand that the thrust of the book is to elevate our local cuisine to global standards, I do not see harm telling the world the truth about ourselves and the little things we do that are unique to our race. Truth be told, I am quite scared dishing out what I have to say about this book as it involves such heavyweights in the culinary field and big corporations that weigh a lot in the culinary industry. However, this is how brands and identities are formed.

the stickiest Kalamay (rice pudding), or waste a day slowcooking our Calderetas away. And this honesty and love for our craft and our insistence on our culinary heritage is what will gain the respect of the world. “Kulinarya”, the book and movement certainly started off with good intention. But as the old adage goes, “The road to hell is often paved with good intentions”. I’d like to hazard this analysis: Asia Society had good intentions upon establishing the “Kulinarya” project. They tapped the best talents to fulfill their mission to spread, and celebrate all the good things about Filipino Cuisine. The country’s top chefs had the best intentions when they developed their thesis, recipes, and research in writing this book and fuelling the “Kulinarya” movement. But then again, publishing books and creating movements need funding. And money changes everything. Even good intentions. TANKE TANKEKO is an Executive Creative Director at Creative Juice Manila. march-april '09

“Great things start from small beginnings” or so the well-known jingle goes. GiantSponge Digital can certainly attest to that. From its beginnings in a small room in QC, where four editors from various production houses started editing spillovers from TV networks, to a new penthouse office in the heart of the Makati, as well as their current status as one of the most promising post-production houses, they’ve certainly come a long way. GiantSponge’s President, Rosalie, or Lali Pulido, then an editor at Road Runner Productions, once worked as an editor of Gus Cruz, who was then directing plugs for Sky Cable. Both went their separate ways. In November 2003, Lali started Giant-Sponge with a group of fellow editors, while Gus began freelancing as a TVC director.

march-april '09

Their paths crossed again in 2005, when Lali convinced Gus to join the GiantSponge team. With Gus heavily involved in the advertising industry, TVCs from various ad agencies like Campaigns & Grey soon began trickling in, most of whom were Makati-based. This prompted GiantSponge’s first move, albeit a humble one, into a satellite office on the 2nd floor of Direk Gus’ family-owned gasoline station in Magallanes. “The space was ridiculously small, and the clients would go up and down the stairs along with our gas station attendants,” Gus recalls with a laugh. “As our client base grew, more and more prominent people came to our little one-room outfit, the likes of Jun Vivar, who was then Marketing Director of Unilab, as well as the current President of Ayala Land. Our

We always raise the bar for ourselves, always push ourselves to give clients something a notch higher than they expected of us. business was growing, and we decided that it was time to move to a bigger office with a more central location.” “I believe that happy accidents do happen,” Lali recounts. Finding their current office building, the Emmanuel House on Aguirre St. was one such incident. “We were literally just walking around Legaspi Village when we saw the building. I saw the signage of one of my friends’ businesses on façade, so I went inside, told him I was looking for office space, and right then and there we were offered my friends’ space. We moved in a week later,” Gus explains. From that point, GiantSponge hit the ground running and the happy accidents haven’t stopped since. Their bigger office soon gave the company reason to expand their client base and begin selling their services to production houses, touting themselves as a small, personalized, boutiqueconcept post house. With hard work and a “bit of luck,”

production outfits like Production Village, Out of the Box and Straight Shooters Media started bringing their projects in. “Eventually, even our ground floor office began to feel too small for the volume of work we were doing. Since that office only had one editing suite and one other room for our Computer Graphics team, we couldn’t hold simultaneous presentations. Sometimes when catering was brought in, we’d have to extend to the building’s hallway.” So in 2008, GiantSponge decided to “bite the bullet” and literally move to the top: from the ground floor of Emmanuel House, to the penthouse. Their new office now contains three editing suites, all fully equipped with the latest Mac hardware and editing software, a Computer Graphics room, as well as a separate conference room and dining room, all with a “vintage and modern style” that Direk Gus Cruz painstakingly created from materials and found objects he

personally sourced from hardware stores, junk shops and antique retailers all over the country. Not to be forgotten, their original office on the ground floor received a facelift as well and now houses the company’s sales and marketing. “Right now we work with a lot of agencies such as Publicis JimenezBasic, Ace Saatchi & Saatchi, BBDO, Campaigns & Grey, and Lowe. We also have a lot of corporate clients: real estate agencies like Ayala Land, SM Properties and DMCI Homes as well as Companies like Unilever, Jollibee, Coca Cola Export Company, San Miguel Corporation, PLDT and Meralco," GiantSponge Executive Producer Macel Malacaman proudly enumerates. “We do offline and online editing, 2D and 3D Graphics, Produce AVP’s and TVC’s, as well as provide Computer Graphics and Animatics to our clients.” What's the GiantSponge recipe for success? Lali Pulido humbly states, “I think what delineates us from other post houses is that we’re relatively small, so we’re committed to personally giving our full attention to projects and clients, we’re always striving to give them more than what they ask for.” Nodding, Direk Gus affirms: “For example, when a client asks for low resolution work, we give them high resolution, and if they ask for a simple edit, we give them an edit with computer graphics. We always raise the bar for ourselves, always push ourselves to give the clients something a notch higher than what they expected of us.” “One of the other things that also makes us different is the fact that we’re not that concentrated on how much additional costs revisions incur, we’re more focused on the end result of the project. Like sometimes when the clients are reviewing our work, we do the revisions for them on the spot.” GiantSponge Digital’s passion for their work has certainly paid off. “We once did an AVP with computer graphics for one client, and the client liked the graphics we did so much that they asked if they could use it in the TVC they were airing as well,” Macel recounts. With GiantSponge Digital’s trajectory on the rise, combined with the team’s skill, passion and commitment to producing quality work, it looks like even greater things are in store for this small post-production house that dared to dream big. march-april '09

adobo adores: BONBONS BARNIER

Joseph Andre and Jairus Aquino of ABS-CBN's Kung-Fu Kids enjoying Bonbons goodie goodies For those who loved the lollipops served at adobo 3’s VIP area, your curiosity is about to be appeased. The lollipop tree was created by Frenchman Wally Schieve, who brings a bit of Normandy to Makati with his family’s Bonbons Barnier. Produced in Rouen, Bonbons Barnier are serious confections. The fruit candies burst with the fruit flavor, with an ultrafine sugar crust that adds a delicious crunch. Slightly salted caramels and candies filled with coffee or liqueurs provide a change of pace. The bonbons are produced using the same methods pioneered in 1885: cooked in small batches in copper pans, using real fruit pulp, nut praline and chocolate. One bite, and you know why some businesses last for centuries. Bouquet de Bonbon is available at Legaspi’s Sunday market, at selected European delis in the city, or by contacting Wally Schieve at 0920 229-1964. On the web, visit www.bonbons-barnier.fr.

truth in advertising Ad shows have always had a reputation for letting their hair down – and Kidlat was going to compete on this as well as on creative quality. Over 200 people registered for Kidlat, and each night every single one could be found squeezed in on the sand in front of Hey Jude. Judges and organizers were blowing off steam from long days of evaluating work; everyone else was blowing off steam from long days, er, lying on the beach. Everyone was determined to get their airfare’s worth in alcohol, dark tans and appropriately blurry memories. Gawkers followed around BB, choriburgers were sold out, people lost their flip-flops and temporarily lost their wedding rings. On Friday night, things got so hot that at 3am a group went skinny-dipping by the light of the silvery moon. See you next year, industry. You’ve got a year to work on your game, creative and otherwise.

march-april '09

Illustration by Jed-Angelo Q. Segovia

Heard any good tsismis lately? Want to start some? Send it to: rumors@adobomagazine.com

Scorchin' The future's so bright

Photography: BAHAGHARI Richard Atrero de Guzman BWP. http://www.lightstalkers.org/bwp Fashion Styling: Millet Arzaga Hair and Makeup: Mariel Gamon, Raffy Nicodemus and Carstein Rubio of Victor Ortega Salon, Boracay Special thanks to Jose Pareno Jr., Gemma Batoon, Frances Maniquis and Randy Salvador Shot on location at Discovery Shores Boracay Island. Yes, the cloud is real and unretouched.

Chino Jayme Copywriter, McCann Worldgroup Philippines

AD Hunter Account Manager – BBDO Guerrero

Kidlat winner for “I Am Ninoy," Gold 2009 and A1 Driving School Radio Campaign “Rhymes”, Bronze 2008. This art buff whiles away his time with video games and road trips, burping the alphabet as he goes. As The Stones sing, “it’s a gas, gas, gas.”

The cool chick is a killer on bass. Fans, groupies, name it, AD’s got them. She matches wits with fervor honed by years of competitive sports. You’d never guess she’s a Suit.

On Chino: Diesel Shirt, DKNY shorts, and A/X Armani Exchange slippers.

On AD: Wahine swimsuit at Rustans.

adobocenterfold

Bogey Bernardo Senior Writer, Ace Saatchi & Saatchi

Marj Aznar Account Director, DM9 JaymeSyfu

Lady San Pedro Art Director, McCann Worldgroup Philippines

His first three years were spent collecting metal from Araw, KBP, a Cannes finalist and One Show Design Merit, while beating the drums for Pasok Mga Bwitre to boot. Away from pitches, Bogey plays basketball and goes longboarding. How else can he flaunt all those tattoos?

Her ads have won at Araw, Creative Guild, London International, ADFEST, Asian Outdoor and Cannes. Probably the only Account Director to also be credited as Make-up & Prosthetics Artist on a Media Lion-winning entry. Marj declares, “I do beauty makeup, too.” Just so we know.

Lead Art Director for “I Am Ninoy”, Kidlat Gold winner 2009. She trains her watchful eyes on movies, style and fashion. Born on a leap year, Lady is only 6 years old.

On Bogey: A/X Armani Exchange shorts and slippers.

On Marj: Cia. Maritima swimsuit, and shorts at Rustans; Diesel hat; and Anthology earrings and bangles.

On Lady: Letarte swimsuit at Rustans. Anthology earrings and necklace.

2 Silver Lotuses and a Bronze TBWA\SMP, BBDO, Lowe bring home the metal photographs by adobo magazine

The Philippines was honored with 2 Silver Lotus Awards and 1 Bronze Lotus at the Asia-Pacific ADFEST, which concluded with a gala dinner on Saturday night in Pattaya, Thailand. TBWA/Santiago Mangada Puno received a Silver in Design for their TBWA "Recycle Bag", BBDO Guerrero received a Silver in Outdoor for Krispy Kreme “Run”, and Lowe received a Bronze in Design for Viva Video City "Weeds". The Philippines was also recognized for 4 other finalists: TBWA/SMP-"Riles" for Film, Leo Burnett Earth Hour-"Stickies" for Outdoor, McCann Vaseline Shampoo“Pollution” for Print Craft; and TBWA/Santiago Mangada Puno-Meralco “Iron”, “Toaster”, “Fan” for Design. ADFEST is the only regional advertising festival that originates in Asia, by Asians for Asians. Now on its 12th year, ADFEST was solely created to recognize, promote and celebrate the diversity of Asian creativity.

DESIGN LOTUS, SILVER: TBWA\SMP "RECYCLE BAG"

DESIGN LOTUS, BRONZE: LOWE "WEEDS"

OUTDOOR LOTUS, SILVER: BBDO GURRERO "MARATHON"

Melvin Mangada and Mel Aguinaldo, TBWA\ Santiago Mangada Puno, TBWA "Recycle Bags",Design Silver Lotus winners

ADFEST awards six Best of Shows

JWT Shanghai is Agency of the Year, JWT Network of the Year Japan, Malaysia and Thailand were all big winners, but it was China that got the spotlight at the 12th AsiaPacific ADFEST, which concluded Saturday, March 22 in Pattaya. Top honors went to the 6 Best of Show winners: Film (ADK Tokyo, for LaLa Girls Comic Magazine ‘LaLa Reports’ campaign), Radio (Leo Burnett Melbourne, for the Connex ‘Busy Man’ campaign), Outdoor (Ogilvy Beijing, for its New Citizen Program), Cyber Integrated (GT Inc. Tokyo, for Sagami Condoms “Love Distance”) and Design and Poster (both, Jeep “Two Worlds”, BBDO/Proximity Malaysia). No Best of Show was awarded in Press and Direct Marketing categories. Agency of the Year was JWT Shanghai, with 11 awards. The agency won two Golds and a Lotus Roots for its Shan Shui environmental campaign, which also brought Advertiser

march-april '09

BEST OF SHOW, DESIGN & POSTER: BBDO/PROXIMITY MALAYSIA, "TWO WORLDS"

of the Year honors to the China Environmental Protection Foundation. The next top two in terms of medal count were Saatchi & Saatchi (Petaling Jaya) with 11 Awards, and Leo Burnett India (Mumbai) with 10 Awards. In categories where no Best of Show was awarded, the follow-

BEST OF SHOW, OUTDOOR: OGILVY BEIJING, "NEW CITIZEN PROGRAM"

ing topped the awards: Press Gold (Saatchi & Saatchi Petaling Jaya, Silverfish "Page Numbers") and Direct Gold (McCann Worldgroup Hong Kong, Elements "Flirting with Sound"). Several Golds were awarded in Film Craft and Print Craft categories.

A Grande Lotus Innova was awarded to Dentsu Razorfish Tokyo, for ‘Melody Road,’ a corporate campaign for road safety. The inaugural Lotus Roots, awarded for uniquely Asian cultural content, was awarded to six pieces of work, from Hakuhodo and Puzzle,

MADE IN ASIA ADFEST 2009 adobo's editor-in-chief, Angel Guerrero at lunch with Sir John Hegarty

TBWA\SMP and Creative Juice Manila in the halls of ADFEST!

regionalnewsbriefs Omnicom Group Inc. partners with Fudan University to offer digital course

Shanghai - Omnicom Group Inc., the parent company of networks including DDB, TBWA, BBDO, and media group OMD, has launched, through its agencies, an executive training program on digital marketing in partnership with Shanghai's Fudan University. The program, dubbed as digital:works aims to help agencies and brand marketers train their staff to gain professional digital marketing skills. The course is designed, managed and run by Omnicom agencies and Fudan University’s School of Journalism. The program is in three modules: an introduction to the Internet, including an overview of China’s new media history; indepth training on digital marketing tactics; and finally a perspective on the way the Internet and digital marketing are changing the business and communications industry. "As the online audience grows and digital becomes an increasingly larger part of marketing plans, it is essential for clients and agencies in China to become fluent in new media," said Serge Dumont, Omnicom Senior Vice President and President Asia Pacific. Senior digital professionals with indepth experience from Omnicom agencies will take part in teaching, together with professors and scholars from Fudan University and other leading Chinese universities, and top-level executives from marketers. Participants, upon completion of the program, will be given a Professional Training Certificate from Fudan University.

David Guerrero and Simon Welsh, BBDO Guerrero, Krispy Kreme Benefit Run, Outdoor Silver Lotus winners

Campaign Brief Asia's Kim Shaw with Pinoy creatives and clients at the ADFEST opening night.

RAGE and CRUSH refresh Pantai healthcare brand Dave Ferrer proudly represents the Philippines as jury member in Print Craft and Design.

BEST OF SHOW CYBER INTEGRATED: GT INC., TOKYO "LOVE DISTANCE"

Inc. (both of Tokyo), JWT Mumbai, JWT Shanghai, and Y&R Thailand. The following special awards were also presented, based on total numbers of medals: Interactive Agency of the

Year, Dentsu Inc. Tokyo; Direct Agency of the Year, Clemenger BBDO Mebourne; and Film Production Company of the Year, Phenomena Co Ltd. Bangkok. The awards night capped an excellent festival which featured

an all-star jury, chaired by Sir John Hegarty and including top creatives from around the world. Now on its 12th year, ADFEST is the Asia's biggest festival for celebrating excellence in Asian advertising creativity.

TNBT’S RAGE Singapore, together with CRUSH Malaysia, rolled out the new brand for the Pantai group, its hospitals and subsidiaries. RAGE developed Pantai’s refresh brand vision, mission and core values, and created the new logo jointly with CRUSH Malaysia. Pantai’s new brand reflects the evolution of Pantai’s global healthcare brand active in clinical care, education, hospital management and healthcare support services. Senior Brand Consultant of RAGE Brand Consultancy, Mr Kenneth Joseph Oh said: “Pantai’s brand health check was a very important milestone in their journey. The new tagline ‘Caring from the Heart’ and logo, both in its colour and symbolism reflects strongly on their refreshed brand assets. We are very honoured to have worked with Malaysia’s Largest Medical Group and like to wish them continuous success in their journey as the trusted provider in Healthcare delivery.” TNBT’s BANG PR and CRUSH Malaysia also provided PR support and organized the media launch for Pantai’s brand refresh.

march-april '09

regionalnewsbriefs

ad nauseam

David Droga to chair Spikes Asia juries

Why do products selling perfection have such imperfect billboards? Nothing like being stuck on a busy highway and having this loom three stories high. Never mind that it's a ripoff from a famous photo. But with underwear awkwardly added by demand of a regulatory body — and a snake that could use some of the sculpting and smoothing being advertised — this doesn't quite bring sexy back.

Top 20 Advertisers (Jan-Feb, 2009)

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

Unilever Philippines Procter & Gamble Philippines Nestlé Philippines United Laboratories Colgate-Palmolive Philippines Universal Robina Corporation Coca Cola Export Company Herbs & Nature Corporation Mead Johnson Philippines Monde Nissin Corporation Wyeth Philippines Johnson & Johnson Philippines Smart Communications, Inc Globe Telecom Mister Donuts Philippines Golden Arches Develoment Corporation Tanduay Distillers Kimberly-Clark Philippines, Inc Chowking Food Corporation Philippine Amusement & Gaming Corp. OTHERS GRAND TOTAL

Jan-Feb Y2009

%Change vs. Y2008

2,331,854,252 2,277,448,070 1,612,157,033 1,601,921,280 1,009,015,057 483,222,321 431,863,617 428,452,871 414,758,474 368,150,850 348,028,852 301,528,611 295,179,956 279,441,015 257,589,896 240,874,085 229,517,841 206,003,706 190,997,046 189,550,432 12,708,767,120 26,206,322,305

-14% 26% 34% 21% -19% 107% 78% 51% 32% 11% 39% -3% -5% 13% 399% 53% 21% 2395% 125% -20% 10% 13%

David Droga, Founder and Creative Chairman of Droga5 and one of the world’s most awarded creatives, will chair both the TV/Cinema, Print, Outdoor & Radio jury and the Integrated jury at the newly launched 3-day Spikes Asia Advertising Festival this year. Commenting on his appointment, Droga said: “Although I only lived and worked in Asia for just over 2 years [as Regional Creative Director of Saatchi & Saatchi Asia], it has had such a profound influence on my career to date. I feel so grateful to have had the opportunity and still look to the region for inspiration, motivation and unmitigated bravery.” “We are privileged to have David onboard to chair at the re-launched Spikes,” said Terry Savage, Chairman of Cannes Lions who with Haymarket are joint organisers of the Festival. “Having worked in Asia, David has an in-depth knowledge and understanding of the region’s advertising and communications industry which will be a valuable asset when taking on this important role, the results of which will ultimately shape this territory which is clearly now a centre of creative excellence”, continued Savage. The festival is set in Singapore from Sept. 16-18.

Beanstalk grows out to Asia

The Beanstalk Group, the world’s leading brand licensing agency and consultancy, has opened a Hong Kong office to extend its roster of corporate brands into the Asian marketplace, beginning with clients such as Ford, Jaguar, Land Rover and Samsonite, among others. Josephine Law joins The Beanstalk Group as Director, Brand Development, Asia. With two decades of licensing, manufacturing, product development and marketing experience and extensive knowledge of the Asian market, Law will lead Beanstalk in developing and growing the licensing programs of its current clients throughout Asia, as well as prospecting for new clients and business opportunities in the region. She is fluent in both Mandarin and Cantonese. Beanstalk is a part of Omnicom Group Inc.’s Diversified Agency Services, and will hold office at Omnicom Asia Pacific’s offices in Taikoo Shing.

Bleak outlook for Asian economies Economic research firm Calyon estimates that the Philippines, India and Indonesia are likely to be the only Asian countries growing this year. Singapore and Taiwan will likely be worst hit; China will need to adjust to a much lower growth; while Korea is the most fragile economy with its foreign debt and plunging exports. According to economist Sebastian Barte, advanced countries have already curtailed their consumption, weakening the demand for Asian goods. Asia’s chance of a modest rebound depends on the US economy picking up by end-2009.

All figures in million pesos and based on published rate cards march-april '09

BANG FOR THE BUCK

A disruptive solution that keeps evolving CREDITS Advertising Agency : Creative Juice\ Bangkok Production Company : Phenomena, Bangkok Agency Producer : Jutharat Chingduang Account Executive : Pongsuree Asanasen Creative Director : Thirasak Tanapatanakul, Prangthip Praditpong Copywriter : Prangthip Praditpong, Panusard Tanashindawong Art Director : Thirasak Tanapatanakul, Jon Chalermwong, Nanat Teparak Director : Thanonchai Sornsriwichai AWARDS Gunn Report 2006 Most Awarded Commercials in the world in 2006 Ranking no.4th Bangkok Insurance – Robbery/Tyre/Twister Most Awarded Advertiser in the world in 2006 Ranking no.8th Bangkok Insurance Cannes Robbery/Tyre/Twister Cannes 2006 1 Gold Five others in the series were Finalists Clio Awards Robbery/Tyre/Twister Clio 2006 1 Gold Twister Clio 2006 1 Gold Tyre Clio 2006 1 Bronze The One Show Robbery/Tyre/Twister One Show 2006 1 Silver Andy Award Robbery/Tyre/Twister Andy Award 2007 1 Silver Asia Pacific ADFEST Tyre ADFEST 2006 1 Gold Twister ADFEST 2006 1 Gold Robbery/Tyre/Twister ADFEST 2006 1 Gold Media Asian Tyre Spikes 2006 1 Gold Adman Bangkok Insurance Co,.Ltd. Adman 2007 Advertiser of the Year Robbery/Tyre/Twister Adman 2006 1 Gold Tyre Adman 2006 1 Gold Twister Adman 2006 1 Gold Bangkok Art Director Motorcycle B.A.D. 2005 Best

march-april '09

BRAND Bangkok Insurance THE BRIEF To grow non-life insurance business amongst fierce competitors in a saturated market. THE SOLUTION Agency Creative Juice Bangkok (CJ) asked for a workshop to identify symptoms and opportunities. The agency saw an opportunity in the underserved, undercommunicated and yet more profitable individual insurance market. CJ proposed that Bangkok Insurance expand the business into all angles of Personal Line insurance – a Business Disruption for this category. The new portfolio includes car insurance to maintain high revenue, home/personal/ travel accident insurance for profitability, and special occupation liability insurance to complete the full range of

The campaign received magnificent feedback from press and consumers, while gaining a remarkable net profit. company's brand promise. The agency also recommended that BI set up a unit dedicated to managing the newly recommended portfolio, and to initiate new insurance packages developed from consumer needs and insights. Lastly, CJ proposed to increase customers’ touch points: an upgraded Customer Call Center, new branches in department stores, sales booths at business alliances & mass transit stations.

Case Studies of Effective Creativity

events calendar Cannes Lions 2009 56th Cannes Lions Festival 2009 Online Registration: Opens 08 January 2009 Online Entry: Opens 29 January 2009 Event: June 21-27, 2009 Cannes, France www.canneslions.com 21st Philippine Advertising Congress (AdCon) PERSPECTIVES: Ano Sa Tingin Mo? Early Bird Registration Deadline: March 31, 2009 Congress Proper: November 18-21, 2009 CAP Convention Center, Baguio City Tel: +63 2 817 7724, +63 2 818 6113 www.adcon.com.ph 4th Goa Ad Fest April 02-04, 2009 Goa, India Tel: +91-22-2218 2164 2218 7609 email: aaai@vsnl.com The Tambuli Awards 3rd Integrated Marketing Communications Effectiveness Awards (IMCEA) University of Asia and the Pacific Deadline for Entries : April 17, 2009 Awards Night : July 10, 2009 UA&P, Pearl Drive, Ortigas Center Tel : +63 2 6637 0912 loc 393 www.imcea.org London International Awards Open for Entries : April 17, 2009 Awards Night : November 16, 2009 Troxy, London www.liaawards.com

THE IDEA The communications plan was devised under the new business idea of “Lifestyle Insurance.” The campaign was launched with the slogan “Maximum Care,” meaning “We care for every single detail of all safety in your life.” Apart from traditional media, the ideas played around with the possible accidents in daily life. CJ also visualized all possible plans in an “Insurance Menu” to stimulate consumers’ needs.

“Claim Agent”. The campaign touched on an industry taboo, the claim agent often operates in grey area to maximize company profit. The campaign idea of “Walking in Client’s Shoes is Our Policy” was bombarded through TVC, while POP materials decorated all branches to enhance company's promise. The campaign received magnificent feedback from press and consumers, while gaining a remarkable net profit.

THE RESULTS: It was a runaway success… two-digit revenue growth, compared to the industry standard of single digit growth in 2005.

WHAT’S NEXT? In 2008, the continuity campaign, “Worry free” was launched in order to make crystal clear Bangkok Insurance’s business idea of “Lifestyle Insurance”. This campaign shows how “worry free” our clients are. Bangkok Insurance business just keeps growing. Creative Juice is now in process of developing a new campaign, tentatively launching about mid of 2009.

THE FOLLOW-UP In 2006, the agency recommended that Bangkok Insurance continue revitalizing their brand image. The launch of a controversial new campaign focused on the company’s strong reputation as

D& AD Awards Judging week: April 20-23, 2009 Awards Ceremony: June 11, 2009 the Roundhouse, London www.dandad.org Mediaworks Theme: Are You Ready for the Challenge April 22-25, 2009 Bangkok, Thailand email: evelina.lye@haymarket.com The Internet and Mobile Marketing Association of the Philippines (IMMAP) Social Networking Conference April 23-24, 2009 www.immap.com.ph Spikes Asia 1st Asian Advertising Festival Call for Entries: May 21, 2009 Event: September 16-18, 2009 Suntec City, Singapore www.spikes.asia The New York Festivals Awards Nights: May 21-23, 2009 Email: info@newyorkfestivals.com www.newyorkfestivals.com

Clio Awards 2009 50th Anniversary May 12-14, 2009 Hard Rock Hotel, Las Vegas www.clioawards.com Fiera De Manila, Inc. 14 th Graphic Expo 2009 June 3-6, 2009 Philippine Trade Training Center Tel: + 63 2 899 6216, +63 2 896 0637 email: fiera3@info.com.ph www.fmi.com.ph Ad Stars 2009 Busan International Advertising Festival Deadline for Entries: June 15, 2009 Festival: August 27-29, 2009 HaendaeGrandHotel, Busan, Korea www.adstarsfestival.org Asian Publishing Convention Theme: Multimedia Content Development, Deployment and Management July 16-17, 2009 Manila, Philippines Tel: +63 2 818 3289 www.oiceventsasia.com The Advertising Suppliers Association of the Philippines (ASAP) 2009 Conference July 30, 2009 Hotel Intercontinental, Makati City Tel: +63 2 893 0738 www.asapmanila.org.ph The Internet and Mobile Marketing Association of the Philippines (IMMAP) 3 rd IMMAP Summit August 25-26, 2009 www.immap.com.ph Fiera De Manila, Inc. Search Engine Marketing Conference 2009 September 2009 Hotel Intercontinental, Makati City Tel: + 63 2 899 6216, +63 2 896 0637 fiera3@info.com.ph www.fmi.com.ph 21st Philippine Advertising Congress Ano sa Tingin Mo? November 18-21, 2009 CAP Convention Center, Camp John Hay Baguio City www.adcon.com.ph march-april '09

Asia Creative New Business League February 2009 RANK THIS MONTH

RANK LAST MONTH

AGENCY

RECENT WINS

ESTIMATED Y TD WIN REVENUE (US$M)

RECENT LOSSES

ESTIMATED OVERALL Y TD REVENUE (US$M)

Ogilvy

10.0

Sprite (Asia Pacific)

6.7

DDB

4.6

Bank International Indonesia

4.0

Y&R

5.0

Meat & Livestock Australia

3.5

McCann WorldGroup

Euro RSCG

Leo Burnett

7 8

13= 4=

BBH BBDO

TBWA

11=

Grey Group

11= 11= 13

8= 13= 8=

Lowe M&C Saatchi JWT

14= 14= 16

13= 13= 18

DraftFCB Wieden & Kennedy Bates

Myer Australia, Tao Kae Noi Thailand, WeGo Motel Taiwan, GSK - Zentel China, Soy Joy Singapore Apia Australia, Kumho Tire Global, Ministr y of Civil Aviation India, UNDP Indonesia, Pharex Naproxen Sodium Philippines Fujitsu General Japan, Tata Nano India, Frost Australia, Arrow India, NSW Government Australia Datacom Solutions India, Videocon Industries India, Sime Darby Property Malaysia, Schering Plough China Secret Tempatation India, INX News India, DBS Singapore & HK, 365 MC Korea Panasonic Appliances India, Liguo China, The Express Group India, TCEB Thailand Sprite (Asia Pacific) Krispy kreme Philippines, Ultramotors India, Gill Capital Singapore, Diageo Hong Kong Wyeth Australia, Hua Wei China, SCG Experience Thailand, Goodman Felder - Baker y division Australia ING Korea, Cofco - Fulinmen China, Unicef Philippines TGBL India, Bimbo China, BCCL India Freedom Furniture Australia Nike India, Uni President Iced Tea China, Jasonwood China

11=

Saatchi & Saatchi

13=

Publicis

Shyam Telelink India, Jurong Town Corp Singapore

3.2

3.0

2.7

2.0 1.9

PEPSICO Food Taiwan, Plus Mall Thailand

2.0 1.8

3.0

ING Korea

1.5

1.1

Cholayil India

0.9

1.0 0.8 1.4

TCEB Thailand

0.8 0.8 0.6

0.0 0.0 0.0 0.7

Marico Parachute Soap India Videocon Industries India

0.0

Trading Post Australia

0.0 0.0 (0.1) (0.2) (0.5)

CREATIVE AGENCIES Ogilvy jumps to the top of the table, led through the massive Myer Australia win and more than twenty other local successes. DDB moved to second spot with the Kumho Tires global win and other in country wins.Y&R and McCann make up the top four. METHODOLOGY The R3 New Business League has been compiled each of the last 77 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.

GLUED TO YOUR MONITOR? visit adobo at

regionalnewsbriefs Selected by adobo’s editorial board and some of the countr y ’s top creative directors

AME 2009 jury announced

Organizer Media magazine has announced the 27 jury members of this year's Asian Marketing Effectiveness awards (AME). The jury includes regional and global heads from advertising networks BBDO/Proximity, DDB, Grey, JWT, Leo Burnett/Arc, Ogilvy & Mather, Publicis and TBWA Worldwide. From media, Aegis Media, GroupM, Omnicom Media Group, Starcom Mediavest, and Zenith Optimedia are represented. Drawn from client companies, advertising, PR and media agencies, the jury will convene in Singapore to discuss and award the most effective Asian advertising campaigns. The AME competition, now in its seventh year, is unique in its vision to recognise brand value and insightful strategies that think about the consumer, build the product, and package it right to drive sales. Winners will be revealed at the AME awards ceremony and dinner on 26 May, as part of the two-day Asian Marketing Effectiveness Festival in the Grand Hyatt in Hong Kong.

Greenpeace goes guerilla to save Indo's forest

Singapore - To help stop the destruction of Indonesia’s forests and protect its creatures, Greenpeace and Yahoo, with Bates141, PhotoLibrary and Free Range Creative launched an interactive guerilla campaign. The campaign makes use of Yahoo’s photo search, banners and key words to show off images of Indonesia's natural beauty and wildlife. Once users click through, they are instead led to Yahoo’s search site to signify the photos disappearing as fast as Indonesia’s forests. From there, the users are given the choice to help Greenpeace stop deforestation or do nothing and resume the search. Shailendra Yashwant, campaign director of Greenpeace Southeast Asia said,“Like the companies that helped create this campaign, we hope people around the world sign up and let their voice be heard. It’s more important than ever to keep intact Asia’s last remaining forests.”

FEBRUARY 2009 UPAA "Riles" TVC Ad Title: UPA A "Riles" TVC / Client: UPA A / Agency: TBWA\Santiago Mangada Puno / Creative Driector: 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

Spilt milk: PHD China, Bright Dairy part ways

After only a year on the account, media agency PHD China is resigning with Shanghaibased Bright Dairy. An agency source was reported as citing "irreconcilable differences.” The account (worth US$11million in 2008) was picked up by Omnicom Media Group in January 2008 and subsequently handled by PHD. Among China's three top dairy producers -- all affected by the melamine scandal -Bright Dairy was found to have the highest melamine concentration.

march-april '09

Angel's "Unbutton" ad: The ultra-cool media kit features a personalized ad, specially created for each respondent.

BBH and Levi’s "Unbutton" globally In February, BBH Asia-Pacific released its followup to the successful Levi’s ‘Live Unbuttoned’ campaign. Shot by top fashion photographer Mark Seliger, the campaign was generated in Singapore but runs globally. (It is the second such success for BBH Asia-Pacific, after 2008’s Chupa Chups puppet spots.) The campaign also has an online component, www.unbutton.501.com, which encourages consumers to post stories of who they want to unbutton.

Profile

An hour with Tim Mellors

by Isabel Servando

IS: Grey has moved up 4 slots in the Gunn Report. Ads for ETrade, Captain Morgan and Canon are huge hits. But with this meltdown, how does Grey move forward? TM: Some people do better when times are hard. I’d like to think we will. I probably work better when things are more difficult than when they’re easy anyway. IS: You once said in an interview for Luerzer’s Archive – “ …the creative department would be in the top 1% of nervous, neurotic, self punishing people ... that’s what makes it bloody interesting….” In that case, there should be more nervous, subsequently more creative people now. TM: I think you need nervous energy for the kind of thinking you do as a creative. It’s not natural for people to worry or be perfectionist about sometimes rather droll things in the way we give attention to a toilet roll or a light bulb. In my experience, I have never met a totally self-assured creative person. When you spend time with them, they expose a very vulnerable side. Some show a worldly, impervious carapace but I don’t believe it. IS: So you always try and

IS: Would you say Grey has worked hard towards encouraging clients to be more open to award-winning ads? TM: I don’t think Grey’s ever had difficulty getting client’s trust in general, but it’s had difficulty in getting trust around creative issues. It’s not historically been seen as cutting edge so that makes my job as Worldwide Creative Director quite difficult. In the end, the only way you get trust is to be trust-worthy. If I see creative work that I believe is good, we don’t have difficulties selling that, only when we try to do creative work for it‘s own sake or do something that’s not sound but looks creative. IS: So you don’t try Jedi mind tricks on clients? TM: I’ve had a client pull a Jedi mind trick on ME! When I was at Publicis, Tony Kaye, my Art Director at the time (also a UK ad legend, Kaye later directed the film American History X and Grammy Award-winning music videos), and I wrote scripts for Pepe Jeans. The idea was ludicrous: people in sewers, pursued by bears, fired from cannons, all sorts of things. The line was “Wears Pepe? They all do.” One ad had a woman in a fridge, which we were told we couldn’t do because

My job is to mentor. I have always had someone mentoring me. Therefore I’m trying to pay it back. I’m not interested in winning more awards. I just want to put something back. encourage this nervous energy? TM: Yeah, I love scaring people (laughs). Truthfully, I have a great protective instinct towards creative people. I hate seeing them cry. Having been a creative for most of my life, I know what it takes to try and deliver from your inner self, I understand the feeling of not being good enough. Creatives seek approval and you have to be very delicate in the way you give it and withhold it, to support and encourage or equally to drive them.

march-april '09

photographed by Josh Edge

In which some 6,000 words were exchanged with Grey’s Worldwide Creative Director, now edited for your reading pleasure.

it would encourage people to kill themselves in fridges. But we still shot it. We showed this to the client, who said, “This is rubbish, isn’t it?” We said, “No, we don’t think it’s rubbish. We think it’s very good.” He said,“Ok, if it doesn’t work, I’m not going to pay you. If it does, I’ll give you double.” Tony, of course, immediately said yes because he’s mad. I thought, “What have I got to lose? I do believe this will work.” So I said

ok, tried to be brave but on the way home, I had to go to the toilet! I was so terrified! I was risking the cost of the shoot, about half a million pounds, to make these three films! It was an awful production. Tony brought along a live bear which wasn’t in the script, then he wanted this Ukrainian model in all three commercials and, shortly afterwards, he married her. It was an unusual shoot. But it worked, sold a lot more Pepe jeans! This was way before Diesel, there were no ads like it. Must have been 1984. Very unusual ad at the time. IS: Client paid double? TM: Oh, he did. It won awards as well, it was ok, it was silly. IS: Given this economy and your corporate position, would you take this risk now? TM: I’d fire me immediately! Truth is, I’m not as big a risk taker as I was. I don’t think the world is. IS: Do you find it tragic that there’s less of the risk taker in you? TM: I’d find it tragic if I wasn’t the boss. If I was the writer, I’d think what a gutless person he is, but I’m not the writer anymore, so I take

the corporate view (grin)…Truth is, I suppose I’m somewhere in between. IS: I understand the WPP freeze is ending. What’s your stand on freeze hires and retrenchments? TM: People say Martin (Sorrell, CEO of the WPP Group) may not care about creatives as much as other people. I think he does. Whenever I put the telly on, he’s there as an economic pundit, not on advertising, but on the world. So I believe he knows a lot more than I do about what’s happening in general. So if he thinks the freeze is necessary, he’s probably right. Now, being a greedy creative, I’d like more money, pay people more, hire whom I want, but this is the real world. Last January was the first in 15 years when I didn’t have to fire people. We did well last year. But it will be tough for everyone this year. IS: Asia being the new growth area, what are Grey’s plans for it? Will you yourself be more involved? TM: We’re driving our attention to this area because a) it’s got potential and b) it just makes a big difference when we do. This is an area where we can grow, while it’s

At my age, I am only interested in things I can learn from and I think I have a hell of a lot to learn here. not gonna happen in other parts of the world. I’m not pretending it’s going to be easy here, but I was in London, I think it’s much more difficult there. IS: You were talking about how good creative comes from the gut, but Asians are more guarded, concerned about saving face – wouldn’t that be a hurdle to any creative development? TM: More than 25% of the Cannes Lions comes from Asia. Therefore, there must be the potential to do such that risks losing face, definitely from the gut, so it’s going to be my business to encourage our creatives here. IS: You’ve had several jobs: BBC show host, psychotherapist, etc., what would you say to the restless creative? TM: Do lots of different things. The more you do, the more open you are to different creations. Don’t look at awards annuals, go to exhibitions, foreign language films, unusual concerts. Get inspiration far from this area. I think we get locked into our own little world and in my case, I got fired several times, six in fact, so I had no choice about being restless. IS: So there is life after getting fired? TM: Yes, I get better each time. I got fired from my first job. I hope I don’t get fired from my last one. IS: What passions fuel your mind? TM: I paint. I also change my analyst, I’ve always been in analysis. I started writing poetry again. I take photographs. Just things I’m reasonably good at and enjoy. I specifically take a day off to get away and paint. At the moment, I’m really enjoying it. But I worry that I’ll get competitive with myself. I have this bet with a friend, who’s a successful artist, that neither one of us can paint and not let anyone see it. It’s the creative spirit really – the need for recognition. IS: Are you more open to criticism in that area? TM: That’s the only thing that’s changed as I got older. I’m much more open to criticism, I redo things. I know much less now than I did when I was younger. I thought I knew everything then, now I realise I knew nothing. I don’t go looking for criticism but when a person says something

worth heeding, then I will change. IS: There’s that point when you don’t want to compete with yourself. Is there a point when something stops being fun it becomes a – TM: Job. One reason I changed my role as president of the agency (I was chairman in London, president in NY) is that I got fed up with being a suit, with being an officer of the company. Now, I only deal with creative people. I’ve been lucky in that I can choose not to do what I find dull or irksome. IS: Good for you because no matter how old you get or how big your paycheck, it’s really just the joy of creating. TM: It’s difficult to know what that means though. Not everybody sits day in, day out in the joy of creating. You don’t see me in the creative department sitting there, joyfully creating. Everything is a mix of good and bad, light and shade. That’s life, isn’t it? Without shade, you don’t see the light. I retired for two years. I missed the shade, missed the difficult bits. I went to the gym every day and after 3 months, I won a prize, and I thought this is ridiculous, I’m doing exactly what I did at work, competing with everybody, so I stopped that. I still gym, but took it easier. It’s the desire to win. Though I don’t have the desire to win like I used to. I have won (he looks smug, then grins to show he’s kidding)…on my terms. I’m lucky. Four lovely kids, who are decent people. Married 25 years. I’ll never be a genius, never be a great advertising person, but I am good at my job and I’m trying to do the best I can. On the journey here, on the plane, I started crying. Thinking about my life, I felt good. I didn’t want people to see me, but I thought it’s ok, I’m human. I don’t care anymore, to be honest. I live it as it comes, never been run by what other people think of me. I’m more concerned with what I think of me and that is what makes me a creative person. IS: So now you’ve achieved a certain level of balance, you’re grateful, comfortable, would you say the best of your work is yet to come? TM: No, no, I haven’t done a good ad in years. (grins again). I haven’t! My job is to mentor. I have always

had someone mentoring me. Therefore I’m trying to pay it back. I’m not interested in winning more awards. I just want to put something back. But sometimes it’s difficult. Sometimes you have to be tough but I am trying to encourage people. I know how difficult it is to be a creative and I know that a little encouragement goes a long way. You know, if someone treated me the way I’ve treated myself, I’d have them arrested. And I think that’s true for creatives. I don’t want to treat them the way they treat themselves. So I try and encourage them. IS: Before this interview, a friend in Grey KL said I was lucky to meet you because you’re a god, she’s never even been within breathing distance of anyone like you. TM: And I like to keep it that way. I always disappoint people when they meet me. IS: For creatives in Asia, we’re too hard on ourselves and yet we see an ad winning on the other side of the world that we wouldn’t have produced, so it’s good to meet someone with a different perspective on what does win. TM: To go back to this god thing. Over the years, I have worked with people, certainly in England, who are supposedly gods in the business and I can tell you they’re not. They all pass wind, do all kinds of tricks. But you do meet some extremely sage, wise and intelligent people who’ve achieved a great deal and usually they’re the most modest of all. What’s amazed me is that some of the very, very best people who worked with me - who were undoubtedly better writers or art directors than I’ll ever be - weren’t able to stay the course. They blew up along the way. One reason was the obsession with awards or gaining approval. So I’d counsel anyone, “Look, this is not a sprint, it’s a marathon.” If you regard each job as part of a continuum, If you have any real ability and you try to do your best, the two will come together magically at some point and you will win an award. Keep trying and if you’re any good, it will happen. If it doesn’t, it means that you’re not able to or you’re trying too hard – which is the more common reason. Hard work, dedication, and luck – those are three things you need. And you can get along without any

talent at all – because I have (grins again). IS: Any more nuggets of wisdom from Mr. Mellors? Any observations of Asia? TM: What I find strange, particularly in Singapore, where everybody speaks English compared to South America, where I’ve just been - it’s so much easier to communicate in one level but culturally it’s far more impenetrable than South America. That’s the strange thing about Asia: it’s both familiar and unfamiliar. And that’s always been it’s fascination for Western people. This is a mysterious world that’s growing in importance in the commercial sense, but it’s much more massive in its spiritual sense. At my age, I am only interested in things I can learn from and I think I have a hell of a lot to learn here. Whether I will have the time or energy to fully absorb it, I don’t know. But to nurture the spirit and the eye, Asia is an amazing place and I’m looking forward to becoming more familiar with it. Note: After the interview, Tim Mellors stands up, admires a sculpture, looks more closely and finds a Mentos wrapper stuffed inside. He points and says with amused eyes, “5 years in jail for that!” Melissa Loh, from Grey Singapore, says, “Oh, that’s spoiled the image!” Tim Mellors, on the other hand, says, “Oh, I like it!’ I add, “It’s living art.” He says, “Exactly!” On that note, we say our goodbyes.

Tim Mellors has won Golds at every major European, American, African and Australian award show, including several Gold Lions. His ‘Tick’ campaign for Sure Deodorant has endured for 23 years. He has also hosted a hit BBC game show, qualified as a psychotherapist and was once a postman who wondered what was in the parcels. It’s also heartening to know, in a climate like the present, that Mr. Mellors has been fired more than a few times.

Isabel Servando is a copywriter based in Singapore. march-april '09

Philippine Trade Training Center (PTTC) Roxas Boulevard, Pasay City, Philippines

June 03 - 06, 2009

Desktop Publishing • Digital Photography and Imaging • Pre-Press • Print Production • Large Format Printing • W e b P u b l i s h i n g • Multimedia • Animation

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June 05, 2009, Friday

Color Management Made Simple Mastering Color in Adobe Photoshop CS4 Beginning Adobe Photoshop CS4 Upgrading to Adobe Photoshop CS4: What's New? An Introduction to Premiere Pro CS4 Designing for Web 2.0 Migrating to InDesign CS4 The Basics and Beyond of Publication Design

Advanced Photoshop CS4 for Graphics Designers Mastering Channels and Masking in Adobe Photoshop CS4 Stylizing Photos in Illustrator (Converting Photos to Cool Vector Graphic Images) Tapeless Workflows With Final Cut Pro 6 Adobe Flash CS4 Cartooning Energizing Adobe Flash CS4 Projects (With Action Script) Integrating 3D Graphics Into Live Action Shots After Effects CS4 Unleashed

June 04, 2009, Thursday The Adobe Power Cube of Graphic Design Guerilla Graphic Design The Secrets to Portrait Retouching Killer Photoshop Tips and Techniques for Photographers Final Cut Studio From Start to Finish Final Cut Studio Tips and Tricks What's New in Maya 2009? Integrating Maya and Photoshop

march-april '09

June 06, 2009, Saturday Making Powerful Corporate Presentation Materials and Web Projects Creating Forms in Acrobat Multimedia in PDF More Power Into Power Point with CorelDRAW CorelDRAW Cheat Codes: Tips and Tricks Wedding and Portrait Photography: Insights, Tips, and Techniques Implementing an Effective Storage Management

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Photography: John Rensten / LPA

In need of a spark? In todayâ&#x20AC;&#x2122;s economic climate business is tougher than ever. But creativity will make the difference. At Cannes Lions, delegates are exposed to inspiration, creativity and learning from all over the world through exhibitions, screenings, seminars, workshops, listening to worldclass speakers and meeting like-minded creative people. Find your spark in Cannes. Register at www.canneslions.com

globalroundup Crispin Porter, TBWA/Worldwide among Fast Company’s 50 Most Innovative Companies.

In March, leading US business magazine Fast Company issued its annual ’50 Most Innovative Companies’ list. Crispin, Porter & Bogusky (#23), TBWA\Worldwide (#24) are the only advertisingcommunications companies on the list, which includes Team Obama at #1, Google, Hulu, Apple, Amazon, Facebook and Disney.

In its selection, Fast Company noted that, “each company illustrates the power and potential of innovative ideas and creative execution. These are the kinds of enterprises that will redefine our future and point the way to a better tomorrow.” For a funny comparison between the dueling shops (incorporating their clients Microsoft, Apple, Coke Zero and Pepsi), click on http://www.fastcompany.com/fast50 _ 09/ profile/list/crispin-porter-bogusky or http://www. fastcompany.com/fast50 _ 09/profile/list/ tbwaworldwide.

Government program awarded to JWT Australia

Sydney – JWT Australia will be the agency to handle Australia's Department of Health and Aging creative and services for its National Sexually Transmissible Infections Preventions Program. The latest win strengthens JWT’s relationship with the Government. JWT Melbourne already handles the account for Victorian Government, which includes Problem Gambling. Noel Magnus, CEO of JWT Australia and New Zealand, expressed the company’s delight of being appointed with important projects from the Australian government.

Allianz increases F1 sponsorship as others sputter

London – German insurance giant Allianz has increased its Formula One sponsorship, even as UK bank RBS and other major sponsors are pulling out. Sponsors Honda and Dutch bank ING earlier announced their pullout, as well as Credit Suisse which has abandoned its sponsorship of BMW Sauber. The sponsors' pullouts, tracaeable to the global recession, have placed the future of F1 racing seriously in doubt.

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CANNES LIONS 2009 56TH INTERNATIONAL ADVERTISING FESTIVAL 21-27 JUNE Barack Obama's Campaign Manager Speaks At Cannes Lions

DDB is bringing David Plouffe, Digital Strategy Director for the Obama campaign, to Cannes. Plouffe was the first person, other than his family, who President Obama credited in his acceptance speech. Obama referred to Plouffe as “the unsung hero of this campaign, who built the… best political campaign, I think, in the history of the United States of America.” In making the announcement, Chuck Brymer, President and CEO of DDB Worldwide, noted, "This was the election heard round the world. Plouffe’s blend of digital and traditional media was spot on and the key driver behind the successful brand story and record campaign fundraising. This year there could be no better speaker and no better event for our multinational, creative celebration in Cannes. We look forward to having David with us in Cannes." Bob Scarpelli, Chairman and Chief Creative Officer of DDB Worldwide, said: "Plouffe’s smart campaign, characterised by bold, creative use of media and consistent, authentic messaging, arguably made President Obama the brand of the year and his political campaign the campaign of the year." This autumn, Viking Press will publish Plouffe’s The Audacity to Win: The Inside Story and Lessons of Barack Obama’s Historic Victory.

billion of worldwide advertising and marketing spend," said Sir Martin Sorrell about the upcoming debate. The Cannes Debate, launched in 2005, is a group discussion between the most influential people in the business covering the most topical issues affecting the industry. This year’s hour-long debate will take place on Friday 26th of June at 12:00 in the Palais des Festivals.

DAVID DROGA HEADS jury for Titanium And Integrated Lions

The man behind the UNICEF Tap project, the New York Department of Education's Million project, the multi-awardwinning Air Force One spoof for Marc Ecko and countless other internationally famous campaigns, David Droga is the single most-awarded creative at the Cannes International Advertising Festival. "I am extremely flattered to be asked. These categories represent the two most exciting and important dimensions of our industry," said Droga on his appointment. Terry Savage, Festival Chairman commented, "As one of the world's most awarded and visionary creative leaders,

David embodies what the Titanium and Integrated competition stands for. An activist for pushing the industry's boundaries, we are honoured that David will be at the helm of this cutting-edge category." Having worked around the world, David's previous roles include Worldwide Chief Creative Officer of the Publicis network, Executive Creative Director of Saatchi & Saatchi London, Regional Creative Director of Saatchi & Saatchi Asia and in his earlier days Creative Director and Partner at OMON in Sydney. David has been inducted into the American Advertising Federation Hall of Achievement and honoured with Lifetime achievement awards worldwide. In 2006, David founded Droga5, which Creativity magazine named "U.S. Agency of the Year" in 2007. Beyond his passion for the business, David's obsessions include his growing family, anything Australian, contemporary art (some of it good) and the environment. Launched in 2003 and evolved to reflect changes in the industry, the Titanium and Integrated Lions have become the most challenging category and most sought after of all the awards.

Judgement Dave

SIR MARTIN SORRELL TO LEAD 2009 CANNES DEBATE

Joining the WPP czar on stage will be Marc Pritchard, Global Marketing Officer of P&G, Mary Beth West, Executive VP and Chief Marketing Officer of Kraft Foods Inc., and Mary Dillon, Executive VP and Global Chief Marketing Officer of McDonald’s Corporation. "This will be a wonderful opportunity to talk to three of the most powerful CMOs in the world about how they are marketing their companies, products and services through these difficult times. Are they investing more to build brands or cutting back? The three represent US$13

It's two in a row this year for JWT Manila ECD Dave Ferrer, who joins the Radio Lions jury after judging Print Craft and Design at ADFEST. Originally art-based, Ferrer led the team that won the country's first and only Gold Lion in 2007, for the Lotus Spa radio ad. At Cannes he will serve under Radio Jury head Matthew Bull, Chief Creative Officer for Lowe Worldwide.

globalroundup Goodbye, Goodby

From Climate Change to Climate Justice

Former UN Secretary General Kofi Annan to speak at Cannes

All good things come to an end. Goodby, Silverstein & Partners, the shop that created hundreds of Budweiser ads, including the Budweiser Lizards and the Super Bowl Clydesdales spot “Born a Donkey”, has been dropped from AnheuserBusch’s agency roster after nearly 15 years. It is the latest in a round of major changes at the huge American beer marketer since late 2008, when the company was bought by Belgian conglomerate InBev. Shortly after, longtime Anheuser-Busch Chief Creative Officer Bob Lachky, who had shepherded legendary campaigns like ‘Whazzup’ and ‘Real Men of Genius’, ended his 20-year term. (Lachky denied that the company's new ownership had affected his decision.) DDB Chicago, agency of “Whazzup”, remains lead agency on Budweiser and Bud Light.

Reebok names DDB as lead creative agency Kofi Annan, former Secretary General of the United Nations, will join Havas and EuroRSCG head David Jones in speaking on climate change at this year’s International Advertising Festival. Now President of the Global Humanitarian Forum, Annan joins David Jones, Global CEO of Havas and CEO of EuroRSCG Worldwide, in a debate hosted by Hervé de Clerck, of the Switzerland-based nonprofit group ACT Responsible (Advertising Community Together, act-responsible.org). The debate will focus on the human face of climate change, and the creative community’s unique role in changing Climate Change to Climate Justice. In June 2008, ACT Responsible started working for Annan's Global Humanitarian Forum. Together with Jones, the group created

What's On? From 21-27 June, visit the Cannes Lions Festival to enjoy

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• Over 50 seminars

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that focus on the hottest topics occupying the minds of creative professionals around the globe, all delivered by the most innovative thinkers in the global communications industry; 25 interactive workshops that cut to the heart of the issues transforming the industry today. Experts on current trends and best practice offer insights and solutions and are there to answer any of your questions in

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these fast-paced, interactive sessions; The Young Lions Zone, a base for all young creative professionals to enjoy the Festival from, and where the master classes are held: intimate one-hour sessions with some of the most inspirational speakers, dedicated to tackling the challenges that new talent facestoday; Interactive kiosks around the Palais, containing all entries across the Press, Outdoor, Direct, Media, Cyber, Radio, Promo and Design, and credit information for all Film, Titanium and Integrated Lions

a dedicated communications team to raise awareness of the human consequences of climate change. Working in close co-operation with major non-governmental organisations, Annan will call on the Cannes Lions worldwide audience to support this work. "We hope to involve millions of people in a global movement for a fair resolution to the climate crisis" said Hervé de Clerck. "This is vital because political leaders will stand up and act only if they feel there is strong public support," said Kofi Annan. Making a distinction with particular resonance to the industry audience, Jones says, "The fundamental word is actually 'movement' rather than a 'campaign'. Because a campaign is something that you watch, whereas a movement is something that you join and are a part of."

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entries, to digest your own time; The Microsoft Advertising Cyber Lounge, accommodating all Cyber Lions entries; All-day screenings of the Film, Titanium and Integrated entries, all presented on the big screen; Shortlist exhibitions; Four Young Lions Competitions - see young creative teams from across the globe slave away as they get 24hrs (48hrs for Film), to put together an ad campaign from a brief delivered by a leading charity; Four award ceremonies throughout the week, with the

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Film, Titanium and Integrated Lions awards on Saturday 27 June 2009; Two beach galas, open to all registered delegates.

The full Festival Programme will be announced online soon. To get a taste of what the Festival is all about, visit Lions+ for Festival clips, interviews, photos, and to watch the seminars held at Cannes Lions over the past two years, as well as all 2008 master classes.

Reebok International announced its selection of DDB Worldwide as lead creative agency for international business based in Hong Kong, Berlin and Chicago. With DDB’s appointment, Reebok Worldwide has replaced McGarry Bowen, its creative agency of record of five years. According to Reebok’s spokeswoman, the selection process was not competitive and was held at Reebok’s head office in Boston, Massachusetts. Reebok also expressed its intention of a long-time partnership with DDB.

2009 CLIO Awards Announces Juries for Television/Cinema/Digital, Design, and Radio

New York – The CLIO Awards, one of the world’s most recognized international advertising and design competitions honoring creative excellence and innovation in the industry, has announced the complete juries for the Television/Cinema/Digital, Design, and Radio categories. “The creative industry has long acknowledged that the CLIO Awards provide one of the best-judged advertising competitions in the world,” said Wayne Youkhana, director of the CLIO Awards. “We achieve this goal year after year by appointing top creative leaders who all share a profound understanding of the rapidly-evolving dynamics of each medium within their respective fields, and who continue to inspire change, celebrate ideas and challenge others to create higher levels of work.” The 2009 CLIO Awards Executive Chairman for each category are as follows: • Television/Cinema/Digital: Mark Tutssel, Worldwide Chief Creative Officer, Leo Burnett Worldwide, Chicago • Design: Stefan Sagmeister, President, Sagmeister, Inc., New York • Radio: Warren Brown, Executive Creative Director, BMF, Sydney • All awards will be presented during the 50th Anniversary CLIO Awards Festival at the Hard Rock Hotel and Casino in Las Vegas, May 12 – 14, 2009. • For the complete list of juries, go to www. clioawards.com. march-april '09

Photography: John Rensten / LPA

Creatives’ Choice:

the Canon G10 Canon's latest is one popular picture box. The blogs are all over its grip, dials, and the creative freedom it offers by shooting in RAW mode. The coat-pocket-sized G10 is the digicam of choice among serious camera geeks – including BRANDIE TAN, Head of Art for BBDO Guerrero and a former photographer. How did you settle on a G10? I was looking for a small camera which still had some pro features normally available in DSLRs, like aperture priority, manual settings, exposure settings. I was already using the Canon G5 so I was familiar with most of the features. What single attribute made you pick it? It would be the 28mm wide-angle lens. The G9 and other older models didn’t come with it, which meant you had to buy an adaptor.

I usually use it when I travel, either out of town or out of the country. My old camera was an ordinary point and shoot; the G10 is good because you can really be creative. What do you use it for, and how is it different from your old camera? I bring it around almost every day. I was a photographer before entering advertising and still shoot as a hobby now. Currently I’m taking pictures of street cats for a project. It also comes in handy at work when I need to prepare photo

Shot by Brandie Tan & his Canon G10.

comps for presentations. [The G10] is the latest versio of Canon Power Shot. The jump from my old G5 to the new G10 is big. It has a Full 14.7 Megapixel CCD sensor. Face Detection is good for snap shots. RAW Recording. Optical Image Stabilizer for low light conditions. The body construction is sturdier. It’s more compact. The view screen at the back is bigger (large 3.0” PureColor II LCD) and the viewing resolution is higher. The exposure dial found on the top left of the G10 is a new addition. It makes setting exposure compensation quicker than having to push buttons at the back of the camera.

ing animals or models on fashion show catwalks.

Any cool hidden things about it you found out after you'd bought it? I was surprised to find out it has Motion Tracking, which means it can continuously keep a subject in focus as it moves. Usually this feature is only available in the big DSLRs that pros use to shoot mov-

What do you use it for, and how is it different from your old camera? I usually use it when I travel, out of town or out of the country. My old camera was an ordinary point and shoot; the G10 is good because you can really be creative specially with the manual setting. It's close to a DSLR but better than a point and shoot.

But you don’t need to be a camera geek to be a G10 fan. MONICA LABRADOR is a corporate trainer who simply loves to take pictures. How did you settle on a G10? When you look at a G10 it looks complicated, but when you try to take photos and play with the different settings it's very easy to use. With so many features you can only find in DSLR cameras, I would dare say that the G10 is 'the next best thing', and a great first camera for beginners.

RAIZEL GO Graphic Designer The thing I like most about my G10 is its SLR picture quality without the SLR bulk. It's very handy — I got to sneak it into a concert! NATE LEGASPI Graphic Designer Shot by Nate Legaspi & his Canon G10.

The Powershot G10 is a great companion for anyone looking

for a compact alternative to their heavy-duty DSLR. It packs DSLR features, boasting great picture quality by giving photographers a function to shoot in RAW. Great for shooting outdoors, especially with the wide angle lens and new exposure dials. The ability to customize this baby with adapter lenses, filters and various speedlites makes it versatile.

EDGAR ALAN ZETA-YAP Communication Designer I’ve been a G10 user for barely a week, and I am blown away by its performance and versatility. Having been engaged in photography through lomography (experimental analog photography), I was attracted to this camera’s manual capabilities minus the bulk of a DSLR. With the G10, I get the best of both worlds—professional imaging in a compact point-andshoot body—making it an awesome sidekick for travel and street photography. From the gritty labyrinth of Manila to the vibrant temples of Kuala Lumpur, my G10 has brought home images that not only capture every color, shape and texture in stunning detail, but more importantly capture one’s imagination. march-april '09

globalroundup Mindshare named Ad Age’s Global Media Agency of the Year for 2008

Mindshare Worldwide, owned by WPP, has been named Global Media Agency of the Year by influential US-based publication Ad Age. In its March 2 issue, the publication cited the company’s success in China and its pioneering work in blockbuster branded content. The two are fused in one of the network’s 2008 success stories: a branded content deal integrating Unilever beauty products into storyline of the Chinese version of Ugly Betty. The deal is the biggest ever in China, or for Unilever. Other reasons cited by Ad Age were the network’s own radical internal restructure in its tenth year, and creative, integrated solutions for major clients the world over. The network also won more than $2 billion in new business, growing revenue by almost 10%. Highlights were the global $400 million LG business and Estee Lauder’s $300 million in the US.

Asian Marketing Effectiveness awards now open for entries; 2-day AME festival debuts

The Asian Marketing Effectiveness (AME) awards, honoring creative craftsmanship in achieving effectiveness, have opened for entries. A Jury of Regional Chairmen, Presidents and CEO's from international brands and communications agencies will gather to commend the diversification and specialisation of marketing communications today. Now in their 7th year, the awards will form the centerpiece of the AME festival, a new two-day conference set May 26- 27 in Hong Kong. According to organizer MEDIA Magazine, “The AME festival is a unique forum where delegates and speakers can gain insights into the world's most successful brands, where they can take a holistic view on how brands achieve differentiation and cut-through in a multi-channel marketplace, and crucially, will provide the setting for unprecedented networking opportunities. The AME will be the only place to discuss, learn and celebrate result driven marketing and innovation.” Entries will be accepted until March 27, 2009. Download the entry kit at www.ame.asia.

London International Awards add Bronze

Now in its 24th year, the London International Awards (LIA) has announced the addition of a Bronze Statue to its line-up of Gold and Silver. "The Silver Statue was introduced in 2007. This year we are adding Bronze. Everyone has been asking why we only have Gold and Silver? So it is just a natural progression to add another metal to our show. There will be a clear distinction between the metal Winners and Finalists," explained Barbara Levy, LIA President. The LIA Entry System opens on April 24.

march-april '09

Fresh from attending the Spring inauguration of United States president Barack Obama, the WPP Group’s Sir Martin Sorrell was recently interviewed in BBC’s famous if not controversial talk show Hard Talk. Dressed in a tailored classic pinstripe, looking very much the investment banker in his gold-rimmed glasses, he very ably addresses the core question of his interview: can a global company like WPP survive the current hostile business environment? The truth is, the world’s wealthiest economies are in trouble. It is in the headlines on a daily basis, wherever you look: in the money markets, company profits and job losses. In fact, veteran journalist Ste-

economy. And nine times that amount have been funneled into a global economy that is estimated to be worth at least US$32 trillion. “The scale of the infusion of fiscal and monetary support is so great that we will get through this crisis,” he declares. Addicted To Growth? By any measure, the story of the WPP Group is a case study in the creation of a global corporation. In the mid-1980’s, Martin Sorrell made a personal investment in Wire Plastic Products (WPP), a British wire shopping basket manufacturer. Within a year, he became its chief executive officer, and embarked on an acquisition spree – a total of 18 over a three

wide explored – and continues to do so – to bolster the bottom line, the rash of mergers & acquisitions created a few big players, each with global reach, and offering a wide array of marketing communications services. The WPP Group stands as a prime example of the consolidation within the marketing communications industry in the past 20 years. Today, the group includes major global brands like J. Walter Thompson, Dentsu Y&R, Ogilvy & Mather, Grey Worldwide, Hill & Knowlton and Burston-Marsteller. The WPP Group counts more than 330 of Fortune Magazine’s Global 500 companies as clients. To say that Martin Sorrell was the right man at the right time is not a cliché. He attended Christ’s College in Cambridge and received an MBA from Harvard. He earned his advertising stripes as the so-called “Third Brother” in Saatchi & Saatchi, where he masterminded Saatchi’s legendary agency acquisitions.

phen Sackur, the show’s host, darkly comments that if “today’s news is grim, tomorrow’s promises could be worse.” A Guarded Optimism In the interview, Sir Martin responds optimistically that the global economic slowdown, while very much real, will not be catastrophic. “2009 is going to be very difficult,” he admits. “From my point of view, I’ve almost written it off. It’s a year to make strategic decisions and put them in place.” “As far as ’09 is concerned, the first half is going to be tough… (but) we’re not forecasting Armageddon or Apocalypse Now. I think in 2010 the real world gets a little bit better,” he continues. “The financial markets may recover on the second half of ’09,” he says. “I think we may be surprised by the viciousness of the recovery in the financial markets. They won’t go back to where they were but the liquidity sitting on the sidelines waiting for some more positive signals is very considerable.” Like most political and corporate leaders, Martin is a keen supporter of the Keynesian stimulus package recommended by President Barack Obama. He intimates that at a recent symposium sponsored by the Wall Street Journal, it was estimated that more than US$1 trillion have already been injected into the U.S.

All the things relative:

HardTalk with Sir Martin Sorrell by Harry Mosquera

year period – of “below-the-line” advertising agencies. Before the decade ended, he would change the advertising industry landscape forever by successfully pulling off the hostile takeovers of J. Walter Thompson and Ogilvy & Mather. As the marketing communications industry world-

Establishment validation of his contribution to business and industry came in 2000, when he was knighted by the Queen of England. And in 2007, Harvard Business School awarded him its prestigious Alumni Achievement Award. A fellow honoree in that year was one of the Philippines’ top billionaire businessmen:

For the first time in 50 years, Visa Inc. is aligning its worldwide campaign under a single global theme: More People Around the World GO with Visa. Launched globally last March 2, the campaign broke March 4 on American Idol. The very next day, the ad enjoyed its 60 seconds on local TV, making the Philippines one of the first countries in the world to see it. The spot was closely watched, as the first by TBWA after winning VISA Global in September 2008. That win came two years after TBWA had won Visa USA in 2005, ending a 20-year run with BBDO and its tagline “It’s everywhere

you want to be.” BBDO had retained the business in the Asia-Pacific, however, until last year. The global campaign reflects the brand’s core growth strategy of migrating spending from cash and checks to more mobile, interactive cashless payments. TBWA Worldwide’s new TVC gives the impression of a distinctly youth-oriented campaign, and includes portions that can be customized for Asia. "'More people go with Visa' … is an invitation to make the most out of life every day… It's not about spending more, it's about using Visa for those things that are important

to you," says Antonio Lucio, chief marketing officer of Visa Inc., in a press release. Philippine country manager Bob Joubert expands, “Simply put, this campaign is an invitation that reflects Visa’s belief that our products are for anyone who wants to live life to the fullest.” Spotlighting the word GO, the copy reads, “One tiny, two-letter word that makes amazing things happen.” From action to transaction, care of Visa: a chasm of debit and credit that Visa’s partners (banks and merchants) must bridge to change consumer behavior in cash societies like those in Asia.

VISA a-GO-go

How do you market a credit card in a recession? VISA’s first global campaign gives it a shot. It's not about spending more, it's about using Visa for those things that are important to you.

The WPP Group stands as a prime example of the consolidation within the marketing communications industry in the past 20 years. Today, the group includes major global brands like J. Walter Thompson, Dentsu Y&R, Ogilvy & Mather, Grey Worldwide, Hill & Knowlton and Burston-Marsteller. Jaime Augusto Zobel de Ayala of the venerable Ayala Corporation. Typical of many super-sized corporations during the heady days of the freewheeling 1980’s, WPP has seen its stock price soar and tank to near collapse. Under the leadership of Sir Martin, WPP has evolved into a leading marketing communications holding company with a global reach through its various advertising, media, information, public relations, branding, healthcare and specialist service agencies. It has a stock market value of nearly US$8.4-B, on billings of US$56-B and revenues of US$14-B. Consolidation, of course, comes with a price, and poses ethical questions. For example, consolidation has eroded a tradition where no advertising agency worked for clients competing with each other in the same industry or category. As holding companies like WPP buy up agencies, agencies with competing clients become sister companies. The question is, how long will clients tolerate this practice? And echoing President Obama’s sentiments that the U.S. and global economy is “badly weakened as a consequence of greed and the irresponsibility of some,” the spectacular size and growth of WPP has led to criticism that the company is “addicted to growth” and has taken too much debt to pursue

its consolidation strategy. Sir Martin disagrees. According to him, he built the business in a “more conservative fashion.” A Paradigm Shift As a corporate entity, the WPP Group has moved its financial headquarters to Ireland, while its U.K. operations only amounted to 15% of the organization’s portfolio, prompting the interviewer to question if WPP was abandoning the U.K., implying unpatriotic motives on the part of Sir Martin. Stephen, ever badgering, even provocatively quotes the wellknown American investor James Rogers: “The U.K. has nothing to sell. If there’s one sound bank in the U.K., I don’t know about it. The City of London is finished.” Sir Martin responds to the statement neutrally, even as he expresses some agreement with it. The choice of Ireland as a tax domicile is a practical business decision, he spins. Staying in the U.K. would mean a reduction of aftertax profits which, in turn, means that there will be less money to invest in the country. But he worries that the problem for the West, with Western Europe and the U.K. in particular, is long-term. “We’re mortgaging our future. We’re mortgaging the future of my kids and my grandkids,” he notes. He underscores that unless there is

political and structural change, European states will be challenged by the expected massive deficits, public debt that need to be financed, inflation and higher interest rates. He feels a little bit differently about the United States. “Never underestimate the resilience and resources and the entrepreneurial vitality of America,” he says, pointing out that in the 1980’s, the U.S. was considered in decline, only to be resurgent under the Reagan Administration. Stephen pointedly asks if the economic problems mean that the WPP Group will actively minimize their operations in Europe. Sir Martin stresses that observers and commentators should consider “all things relative” in assessing the performance and actions of a global corporation. He points out, correctly, that investors and shareholders alike take a look at a company’s size and relative growth rates over time. He explains his main task in piloting the WPP Group in difficult waters: “I am focusing in trying to generate the highest rates of organic growth.” From a strategic perspective, this means identifying and leveraging shifts in the geo-political & geo-economic arenas, the growth of new media and the expanding interest in consumer insights. (WPP recently bought consumer

insights giant Taylor Nelson Sofres, and has invested in South African creative shop The Jupiter Drawing Room. – Ed.) It may be straight out of business school textbooks, but management guru George David states it best: “If you don’t invest for the long term, there is no short term.” Sir Martin also exposes an almost insular outlook prevalent in the West about economic growth. Being involved in a global business, he is aware that there are parts of the world where the economy is actually growing, which, he says is difficult for people in the West to comprehend. He identifies countries like Brazil, Russia, China and India as future market powerhouses to watch out for. It is this reality that is now driving the business for the WPP Group. “The difficult part of running a global enterprise,” he explains, “is parts of it are growing, and parts of it are flat or declining.” Thus, the company has to tailor-fit its response to the existing business environment. This is what many strategic management experts like Richard Rumelt refer to as con-sonance – an adaptive response to the external environment and the critical changes occurring within it. “If you want to be a global company, by definition, you have to do business internationally,” Sir Martin says. “We’ve tried to build our business on the growth trends that are taking place.” All things relative, it is a strategy that is ideal for the times. And for many strategic-thinking managers today, there really is no other choice but to change. march-april '09

Profile

STEFAN SAYS

a chat with a design hero by Rocelle Aragon photographs by Adrian Tecson

eople think they know Stefan Sagmeister. After all, his career and ideas are well documented, in three books and a (literal) body of work. His hugely popular lectures marry personal stories with deceptively simple concepts. At the Kidlat Awards, Sagmeister was candid and approachable, partying, signing autographs and gamely stooping for endless photos. It was a contrast to his work persona, seen during the awards judging: opinionated, precise in his comments, politely but firmly keeping the group on schedule. Listen to him at length, and you see the pragmatist that makes the designer possible. His business is as carefully designed as his projects: he has structured things and made choices that preserve his freedom to do work he loves. So serious! Here’s more Stefan, for everyone who didn’t get enough during Kidlat: On his AIGA poster, one of many projects using his body as canvas It was either that or come up with a new idea, and it was very close to deadline. In fact, my designer refused to do it. [So who did?] The intern! I come from Austria, where [nudity] is nothing. And for my first business card I needed something that’s ‘me,’ and, well… anyway, that’s unretouched! Invited to a major agency network’s conference in Beijing, Sagmeister found himself with some extra time. For fun, he took some photos of his penis and the parsley that had come with his room service dinner. He mentioned it the next day to one of his hosts, who promptly dared him to show the group. “I’ll bet you won’t have the guts,” his host said. Not the right thing to say– and as it turns out, not the right thing to show. The photos caused an uproar, even among the presumably creativeminded audience. Perhaps it wasn’t the kind of image they expected in the shadow of the Great Wall.

I learned very quickly what I never want to do again! But it was educational – I packed it all into two years so I don’t have to go back. If you do a good job on a product you don’t believe in, in a way you’re lying. And it was not good for my life to do things I was not interested in. On his early music industry work When I opened my studio in 1993, from the start I wanted to combine my two big loves, music and design. It took a while, but after a Grammy nomination we started to get work. It was just more interesting meeting my favorite musicians than sitting in some marketing meeting. All the research was something I wanted to know anyway. I try now to select jobs accordingly. If it is something I’m interested in, the entire workflow becomes joyful. Anything from dinner conversation to discussing it with friends to sitting on the beach, can almost become workrelated. It’s part of my life. We did that for 7 years, and it turns out that like everything else, the process gets boring. As I got older, music didn’t play the same role in my life anymore. … I was extremely happy and lucky to get out of the music industry 2-3 years before the collapse came. It was luck. So I started our now-institutionalized Client Free Year. We remodeled the studio, drove the music way down. We chose four directions: social design, where design could play a role in bringing non-profits forward; the art world , museums and cultural institutions; corporate – because there are many doing worthwhile things, and for budget reasons of course; and graphic authorship. This last was inspired by the desire to create the content. It is a big pity that I can speak the language of design, but all I use it for is selling things. Like learning French, and never saying ‘I love you’ or having a friendly conversation. I knew that there must be more substan-

tial things to be said within the Who does a design icon language of graphic design – not in galleries or art spaces, but in look up to? design spaces where the public STORM THORGERSON – designer of could see them. iconic album covers by bands from That client-free year restored Pink Floyd to XTC. the enthusiasm for design I had had in art school. In those first 7 years even my own studio was in danger of becoming a job, which was a pity for something I [once] so clearly loved. … A prolonged, scheduled time of experimentation is a very, very good technique to remake a job into a calling. If you look back on your career and see a change, you used to be extremely enthusiastic and suddenly now you’re not anymore, it’s a good way to re-ignite that flame. On "Things I’ve Learned in My Life So Far’" When we restarted after the first client-free year, almost immediately we got two clients who gave us incredible amounts of freedom – and it was a struggle! It’s tough to decide what to do when you can do anything. I was close to running portfolio pieces! In the struggle to fill the space, I ran into something I had jotted down quickly, just for myself as I would have been about 40 at the time. At first I thought it would be self-indulgent, but I was wrong. I could probably do [sentences] till the end of my life, there’s obviously a demand. But I don’t learn that fast (laughs). There are a few more I may work on, but I’m in no hurry and I can easily see them just petering out. I don’t want to be 75 and still doing them. We have an agreement with our clients: with very, very few exceptions, we do not do logos on the sentences. Partly by luck, partly by experience and being able to show case studies, we have been able to keep them logo-free. We do a press conference, it gets mentioned editorially, and everyone gets the publicity they want – because it is not advertising, it is something people enjoy. From the

Eero Saarinen

Janet Froelich

On agency business cards If your business card looks like an investment bank, no wonder [clients] don’t come to you for creative ideas. It’s almost like a bait-andswitch: try to look corporate, then sell creative. Why not say what you’re really about? I’m not saying that agencies should have funky business cards; they should fit their work and claim. And if you have to say you’re ‘creative’ in your name, you surely aren’t. On his time in advertising (setting up a major network’s design studio in the early 1990s)

JONATHAN IVE (Apple designer) — As far as cultural influence on the last 10 years, no one else has had such a platform, been copied so much, stayed so far ahead for so long. And they’re beautiful pieces of design. I am not a product designer, but I know enough to appreciate the incredible difficulties of doing such work on a mass scale. MATT GROENING, of The Simpsons. EERO SA ARINEN, who built the St. Louis Arch, one of the best pieces of public art I’ve ever seen. JANET FROELICH, of the New York Times Magazine – an absolutely gorgeous piece of design on a

"My favorite Swiss cigars, from a company that makes only two things: cigars and bicycles."

mass scale, week after week. You would have to be part creative, part politician, part salesperson – none of these people had their jobs handed to them. I am very aware that I have not done a single project that would be at that level. I would absolutely love to. march-april '09

close to the material and everything you can do with it. On pitching: We don’t pitch. Ever. I’ve seen some fabulous work done in pitches, but the work that is actually executed is inferior to the work that is done when the client does the research before, figures out which group does this kind of work very well, and assigns it outright. I have case studies where I show work to clients, and if they agree that it’s a fabulous piece of work, I can clearly show that it would have been absolutely, 100% impossible for that work to come out of a pitch. In a pitch, clients don’t really have to make up their mind before. They never brief six design groups as carefully as they would a single one. The decisions made are different from what you actually need. Often a lot of very flashy work wins, then it has to be completely redone. The same people who [created] it have to rework it, they are disappointed and all the energy is out. It’s like shooting an

actor after 50 takes: they’re used up and the work becomes lamer. Clients like pitches because they think there's a financial advantage. Six pieces of work, and you pay little if anything. But then when they choose a group and start paying them, the best people will [still] be out pitching. They’re going to pay then, when they are likely getting a second team doing the work they actually pay for. With us it’s the opposite. Our clients know we’re working on the job they paid us for.

Grown, adult men, making fake ads for awards competitions to win a shitty little statue? It just seemed so childish and stupid and utterly boring. If you want a trophy so much, just go buy one.

last few years, that is the work I am happiest with. The feedback from it has been MUCH more gratifying than any feedback from our music industry work. No comparison. We have moved closer to the art world. But we are a graphic design office, doing paid work for clients and appearing in design media, not the art media. Much of Sagmeister’s work uses unusual material: plastic, bananas, punishing die cuts, etc. You wouldn’t want to be his production person — because he already is: I had such big difficulties with production departments. It was just easier doing it myself. But production is fascinating to figure out, whether it’s four color printing or roadside workshops in Indonesia. You cannot design anything of consequence if you don’t understand production methods and material. I met (Apple designer) Jonathan Ive once, and that’s what he talked about too: the need to get

march-april '09

On Big Design Even in my small world, it is a pity that large brands go to multinational branding agencies that work under the mantle of pseudoscience, that is clearly bullshit. But it manages to take away the fear of the decisions involved in these very large projects. They do work that is mediocre or even less. Clients are made to believe that they are doing something safe, but they could save literally millions and millions if the brand, look and feel were done in a more exciting fashion. All the big brands – Coke, Nike, Apple, AT&T— were designed by single designers or tiny offices. When I worked for very large groups, anything good always came out of a team of three. This is not by chance. You need a very strong, very clean, very CLEAR leadership to make that happen. I’ve seen presentations where the big shops show 300 logo iterations! It’s ridiculous, like going to the doctor who tells you we can do one of 300 things – that’s not what I want to hear! In all branding iterations, we show ONE concept. If I can show 10 pieces, every mediocre thing will go through. But if I show only one, it better be good. … Sometimes we are wrong. Then we listen, research, and do a second one at no extra cost. There has NEVER been a time we didn’t get it the second time. " He’s not too worried about recession. At four people, his firm is very manageable. He lives comfortably and is no socialist, but money’s not important to him. He doesn’t have a fancy car, or stay in plush hotels; he thinks maybe he shouldn’t have bought his fancy watch. In the tricycle down Boracay's back road to his talk, he shares a quote he read: ‘Luxury hotels were designed by rich people to make sure they never had interesting experiences.’ It’s the perfect exit quote for Stefan Sagmeister, who has designed his life and his business to absolutely burst with experiences. Asked during his talk about what he hasn’t done yet, he said that he still hopes to drive through Siberia one day. We can’t wait to see the design that comes out of that one.

or one afternoon, it was as if America forgot its economic woes. People were glued to their TV sets for America’s most anticipated annual sporting event: the 43rd winner-take-all National Football League Championship Game, simply known as the Super Bowl. With a projected 100 million US viewers, it has become the undisputed king of annual broadcasts and the second largest day of food consumption in the USA, second only to Thanksgiving and ahead of Christmas (!) This makes it a de facto holiday, similar to a Pacquiao fight in the Philippines. The football game was played on February 1 (February 2 Philippine time) in Tampa, Florida. The Pittsburgh Steelers clashed with the Arizona Cardinals, in a down-to-the-wire game. Steelers’ wide receiver and eventual Superbowl XLIII MVP Santonio Holmes ended it, catching the championship touchdown pass from All-Star quarterback Ben Roethlisberger (who can throw a pass as long as his surname) with 35 seconds left in the game. The historic night set three NFL records. One was the longest yard for a pass inter-ception return, by Steelers’ linebacker James Harrison (100 yards); the other was the most Super Bowl wins by a team (the Steelers with 6). But the most interesting record was the third: according to NBC Universal Head Jeff Zucker, this year’s Super Bowl secured an all time high of $206 million total ad revenue. Great game and star-studded halftime shows aside, the Super

Doritos "Lucky Day" TVC

march-april '09

The Recession Bowl by Dennis Nierra

Denny's "Thug" TVC

Bowl is a high holy day not only in football, but in advertising. At $3 million per 30 second spot, most of which break that day, it is obligatory viewing even for those who hate football. Budweiser, Coca Cola, Pepsi, Bridgestone, Doritos, Taco Bell, and first timers Denny’s, Pedigree and CashforGold were just 8 of the 32 brands that aired during the breaks. The advertisers, the NFL, and NBC made a pretty good effort at stimulating the economy. Even if some 30-seconders went on

sale – a bargain at $2.4 million — the people behind the event have proven that they don’t need a bailout. As for the ads, they weren’t as awesome as before but still they elicited laughs, reactions, and did enough persuasion for the audience to spend. It wasn’t all candyland, though. The crisis showed itself in the absence of a few traditional advertisers, like FedEx and GM, who stayed away this year, citing their well-documented financial struggles. Monster.com,

Doritos "Crystal Ball" TVC

CareerBuilder, and TheLadders. com proved further that there really is an urgent need for jobs in the US. Among the three, I find Monster.com’s spot the strongest, as it offers up the best portrayal of “workplace despair”. It opens with opera music, shot in a lavish executive’s office, with a moose head “hung” on the wall. The camera then pans around to show what’s behind the wall, showing a clerk type guy working at the table that is being stood on by the moose’s other half. As funny as it gets, it can make jobless people

a free Grand Slam breakfast every Tuesday. I couldn’t help but laugh as these Soprano-ish mobsters try to plan their own murderous ‘slam’, only to be repeatedly interrupted by a waitress using noisy whipped cream to draw a smiley on their pancakes.

Bud Light "Meeting" TVC

Pedigree "Pet Adoption Program" TVC

think that even if some people have a bad condition at work, theirs are even worse. The Super Bowl ads somehow shared a common light-heartedness. Funny, witty, and sometimes slapstick, they attempted to cancel out the gloom. I happen to have some personal favorites that turned out to be one of the best and most effective spots too, according to HCD Research. DENNY’S – Teaming up with top agency Goodby, Silverstein, Super Bowl first-timer Denny’s offers up

BUD LIGHT ‘MEETING’ – This DDB Chicago spot shows a board meeting running out of ideas. One guy suggests that they cut the supply of Bud Light. Cut to bright boy and his chair, ejected out of a 4th-floor window. He gets back up after he hits the ground, exclaiming, “It was a joke!” [Editor: Not everyone saw it that way: US industry insiders noted ‘creepy’ parallels to the 2008 suicide of DDB managing director for Creative Paul Tilley, who leaped from his hotel room after vicious comments on ad industry blogs. Among Tilley’s accounts was Bud Light maker Anheuser-Busch.] PEDIGREE – As funny as it was caring, this ad by Pedigree did not just promote the brand, but also its “pet adoption program”. The consequences of replacing man’s best friend with unusual pets (a rhino, an ostrich, a boar, and a bison), supported by the tagline “Maybe you should get a dog” are just plain funny and effective. Other entertaining Super Bowl 43 ads include: Doritos’ “Lucky Day”

Doritos’ ‘Crystal Ball’ topped YouTube’s AdBlitz, a section created exclusively for Super Sunday. It was named a “favorite” 4,700 times by viewers and drew over 800,000 views and more than 1,200 comments. According to the brand’s parent company Pepsi, the Super Bowl resulted in a 4,300% increase in searches for “Doritos” the day after the game. Other AdBlitz winners were E*Trade’s Mister Mistersinging babies, CareerBuilder.com and PepsiMax. and “Crystal Ball”, Bridgestone’s “Mr. & Mrs. Potato Head”, Coca Cola’s “The Heist”, Audi’s “Transporter” with Jason Statham, Pepsi’s “Forever Young,” teaming Bob Dylan and Will I. Am on a classic Dylan song, E-Trade’s “Babies”, and and Budweiser’s “Clydesdales”. Two advertisers were notable for reasons other than creativity.

Direct-response advertiser CashForGold.com debuted this year – the first time an infomercial crashed a party for the blue-chip, big money boys. Some saw it as more proof of crisis – was NBC as hard-up as consumers? – but others saw the humor in using famous has-beens like Ed McMahon and MC Hammer to hawk their gold. Animal-rights group PETA, meanwhile, placed a soft-porn-with-vegetables spot that they knew would be banned, which would immediately spin it into the blogosphere – thus creating a tidy little controversy they could never have bought. American Football is one of the world’s most popular sports, especially in the US. In difficult times, the escape it offers still matters the most. It would have been better if this year’s ads had been as historic as this year’s game, but one thing is certain - as long as there’s a Super Bowl, the bar for innovative advertising will keep soaring as the passes get longer. DENNIS NIERRA is a huge sports fan who was lured into the industry by BBDO's Asymmetrical Art Director ad. NOTES ON THE NIELSEN REPORT Super Bowl Advertising and Overall Viewing Most viewed Bud Light Lime, godaddy.com 9:54 pm ET The highest paid, most watched commercial minute, with 103.2 million viewers. An average 98.7 million US viewers. Most-Watched Superbowl ever, the Second Most Viewed television broadcast of all time. 151.6 million people watched atleast 6 minutes of Superbowl XLIII making it the event with the largest reach. NBC aired 64 paid advertisements, a total of over 38 minutes.

Coca-Cola "Heist" TVC

Pepsi "Forever Young" TVC

MOST LIKED, MOST RECALLED AD Budweiser spot featuring a Clydesdale horse competing with a Dalmatian in a game of fetch. In second and third place are ads of Doritos, with likeability index of 153. Mars & Venus Men preferred ads with slapstick humor (Doritos, Pepsi), while women liked emotional, feel good ads (Budweiser, Pedigree). march-april '09

CREATIVE REVIEW by Jureeporn Thaidumrong Founder / Executive Creative Director, JEH United Bangkok

Jureeporn is from Thailand. Everyone likes to call her Jeh Judee, which in Chinese means "big sister," recognizing her 18-year industry experience and her international standing as guest speaker and judge. A Marketing graduate of Thailand's Chulalongkorn University, she began as a copywriter at DY&R, becoming a senior at Burnett and then a creative director at Results Advertising (an O & M Agency Hot Shop), before moving to Saatchi & Saatchi as Executive Creative Director in 2001. In 2005 Jeh Judee started her own Creative Power House, JEH United. The shop soon became Gunn Report's 18th most awarded in the world (since the Report was established). Her very first campaign, Smooth E “Love Story”, swept the award shows: Best Film in AdFest, Best of Show at the Media Spikes, Gold in AWARD and a Gold Lion at Cannes. In 2006, Media magazine named her Asia Pacific Creative of the Year. Today, Jeh Judee is one of the most respected women in Asian advertising. She won Thailand's first Gold Cannes Lion (for Tabasco “Cigarette”), and first D&AD Silver Pencil (Streamlight Torch, “See What's Really Out There”). She handles many different clients such as Smooth E, Sylvania Lighting, Lexus, Samsung Mobile Phone, AsiaSoft Corp., Thai Health Promotion Foundation, the Ministry of Energy, Singha Beer, Bank of Asia, BMW (Thailand), ESSO, Fuji Film & Camera, the National Energy Policy Office of Thailand, etc. march-april '09

Interesting art direction and execution, but the idea is very old. Any shampoo can clean up dirty hair, so why use this brand? I found the message is not very convincing. Vaseline "Pollution", Print McCann WorldGroup Philippines

The file doesn't work 100%, but I can see the idea and understand the execution. This idea has been done in many funny executions/stories in the past. This time around, it's quite complicated and goes too deep, making the ad less impressive overall. Maybe it's because my computer is being lame that I cannot got the real sense of it . Gonuts Donuts "Are you my friend", TVC Lowe Manila

What is the connection between donuts and marathon running? At first I expected that the signage would have more human insight than just a distant sign. Perhaps it could carry a message about calories burning (so you can eat more donuts without feeling guilty). I feel this campaign is a little too straightforward. Krispy Kreme "Marathon" BBDO Guerrero

march-april '09

CREATIVEREVIEW

Jureeporn Thaidumrong, Founder / Executive Creative Director, JEH United Bangkok

I like the simplicity. Nice execution, a good device and a smart way of using visual solutions. Of the three ads, Binocular is the best one as it contains the most meaning. However, in terms of visual impact, I give the highest score to Sunglasses. Federal Land "Sunglasses", "Binocular" Print ads Lowe Manila

Scary visuals... I don't quite truly understand what these ads are trying to convince me to do. Maybe because I don't really know this organization. Is it anti-violence against women, or what? I'm not clear. Marie Claire "Mouth", "Head", "Mask" Print ads BBDO Guerrero

march-april '09

CREATIVEREVIEW

Jureeporn Thaidumrong, Founder / Executive Creative Director, JEH United Bangkok

Looks interesting. Funny idea, but I'm not sure if anyone can finish reading the body copy. Saatchi "Mind Map" Print ad Saatchi & Saatchi

march-april '09

mediascape Glossies: out with the style, in with the food & health

In April, Summit Media is set to launch the Philippine edition of US title Women's Health. The launch is a bright contrast to the recent closures of style titles such Mega’s Girlfriend and Manual, and Summit’s own Marie Claire and Seventeen. Summit is also set to up its online food coverage, and food magazines are proliferating -- FOOD, Cook, Foodie, Yummy and appetite. All are buoyed by advertisers' conviction that even in a downturn, food spending will be the last to go.

ANIMAX launches first original production on March 24

Asian youth channel ANIMAX has taken the plunge into original programming with LaMB, a 45-minute animated film based on a contest-winning script by Filipino writer Carmelo Juinio, and with voicing by teen idols Van Ness Wu, Josie Ho and Tanaka Chie. According to ANIMAX Vice-President & GM Gregory Ho, the channel chose to produce its own film to fully experiment with online and mobile content, as well as sponsorship and other opportunities not available with canned programs. Besides screening in Asia (for which it was recorded in English, Cantonese and Mandarin), LaMB has already been sold to Latin American TV, and is under negotiation for markets in Europe and Africa. The film features various additional contributors, among them designer Vivienne Tam (who designed two costumes) and US bands A Simple Plan and Click 5, who created exclusive animated music videos for their songs used in the film. An unusual promotion was a Southeast Asia-wide blogging contest, also won by Filipino Mark Anthony Reyman, who received a laptop for his efforts. LaMB premiered on ANIMAX at 8pm on Tuesday, March 24; its second part aired March 31. For more information and to download additional online and mobile content, visit animax-lamb.com.

OA AP sets first Out-of-Home Tradeshow, May 14-16

Love or hate them, billboards literally dominate the advertising landscape. The Outdoor Advertising Association of the Philippines (OAAP) holds the First Philippine Int'l. Conference and Tradeshow on Out-ofHome Media - Outdoor Advertising Philippines 2009. The theme is "OUT-OF-HOME: WHAT'S UP?" on May 14 to 16, World Trade Center. For more details, visit www.outdooradvertisingphilippines.com or call the OAAP Secretariat at 843-8201.

march-april '09

Mindshare Philippines wins Bronze in Internationalist Awards for Innovation in Media Mindshare Philippines has won yet another award for its 2007 Ford Focus OOH execution: a Bronze in the recently concluded, first-ever Internationalist Awards for Innovation in Media. It was a classic case where the medium was the message. Inbound calls for the Ford Focus rose by 21%, while test drives increased an average of

800% that month – the highest ever for any Ford new vehicle launch. The work was also included in Media Magazine’s Top 10 Out-of-Home executions in 2007, and won in MindShare’s 2007 Regional Purple Heads Awards as ‘The Best Use of OOH’. The Internationalist Awards is a response to industry calls for international examples of best practices, as media takes a leadership role in the complex world of marketing strategy. Entries came from over 30 countries, and the judges were particularly impressed by the quality of the work submitted. Andrew McLean, Chief Development Officer-Global of Group M and Chairman of the Jury, commented, "By answering critical questions about insights, strategy, solutions and results, these innovation award winners demonstrate that media has become a driving force in marketing."

Did you know? Around 87% or 2,670,390 Filipinos who access internet at home have broadband connection? Want to know more?

Net Index

Media stalwart Boy Pangilinan leaves the rat race behind.

Goodbye Makati, Hello Tagaytay by Crystal Rebucas; photograph by Czek Vinluan

acebook and retirement don’t usually go together. But leave it to Boy P. to be totally up to date when it comes to his world: media. Boy P. is Lito Pangilinan, who entered advertising by accident and leaves as one of its pillars. While studying Mechanical Engineering, a friend urged him to apply as a media buyer. He had no idea what the job entailed, but was hired on the spot by Louie Rogacion, then Media Director of Procter & Gamble Group, for the agency then called Ace Compton. The rest, as they say, is history. People in the industry move around and Boy P. is no exception. He has left his mark in several agencies. “I have worked on the top 3 competing soap companies at different stages of my career,” he says. In JWT, he briefly handled Unilever. At Dentsu Y&R Alcantara, he so impressed the difficult-to-impress Colgate Palmolive Global Media Director that he was eventually appointed as Regional Media Director. A highlight of his career was launching Colgate in China: the flagship brand of their largest client, in the world’s largest market. “I am retiring from a company that handles P&G as its biggest client, so I have come full circle,” he adds. As a media representative, he did wonders in a 4As board populated by suits. Among his major achievements as Board chair for two years was the Ad Summit, honoring 25 years of 4As. The event was a huge success, earning enough to fund retirement benefits for the 4As staff. Boy P acknowledges the revolutionary change in media. The big two TV networks are still battling it out — but in terms of media organizations and radio fighting to survive, much has changed. “Oh, this is not the industry I joined. We have joined the rest of the world, unbundling what we used to call full service. Aside from the spinning off of media operations, other services have become specialist offerings. Also, radio has been decimated significantly.” The radio dramas and daily newscasts that once ruled the airwaves have been replaced by television. The academe is also something special to this man. He lectured on Media Planning at Maryknoll College and University of Santo Tomas Graduate School. He also wrote a chapter in the book The Science of Advertising, joining other industry stalwarts like Yoly Ong and Emily Abrera. More importantly, Boy P. wants to do more than just talk about the need to educate people. “I want to go to the boondocks and teach old people who do not know how to read and write [how] to read and write. Even if it means just being able to write their names. I want to do this myself, not just organize people to do these things. I want to see

"When I was young and handling radio stations around the country, Boy P was a big challenge to me. He was well traveled and knew the stations better that I did. That forced me to learn more about our different radio stations and areas of operations. When it came to rate negotiations, we probably had the quickest meetings - he asked for the best rates, accepted what he thought was reasonably priced and refused to buy anything on the stations he found overpriced. We really had to prepare for the meetings with him. Boy P brought out the best in me, even when my career shifted to television. Through the years, he earned not just my utmost respect but my friendship as well. Bobby Barreiro Managing Director, ABC-5 the joy in their eyes when they are finally able to read something. Who knows, I might eventually organize a group to do this on a larger scale. But me going to the boondocks is a necessary first step,” he sincerely shares. Cottolengo Filipino, an orphanage in Montalban, is another thing that will keep Boy P. busy. Last Christmas, his office’s staff saw firsthand how he happily, patiently entertained the kids during their Christmas Party — a sign that the former media bigwig will go to great lengths to give the kids the chances they deserve.

With retirement comes relaxation. Someone like Boy P. is not one to remain idle, but long weekends in his Tagaytay home have become more frequent. Guests in his home immediately sense the warmth and laid-back atmosphere that anyone from Makati would crave. Boy P. says goodbye to his Makati base and hello to the more serene Tagaytay, as he maps out the even greater things he will do with all the time that he has. We wish him well. Crystal Rebucas worked with Boy P. at his last agency, MediaCom. march-april '09

LIKING OF ADS

Key Descriptors

Not like

Can’t Recall

Net Liking

PALMOLIVE NATURALS PERFECT ENDS SHAMPOO & CONDITIONER IN BOTTLE

Endorser: KC Concepcion/ Copyline: Cut Your Dream (Spilt Ends)

DOVE WHITE BEAUTY BAR

Description: A lady washes half of her face with Dove White Beauty Bar and the other half of her face with another soap and compares the difference in the smoothness, softness and glow Dove makes.

CLEAR COMPLETE SOFT CARE ANTI-DANDRUFF SHAMPOO IN BOTTLE

Nicole Scherzinger: "I live to perform, my song, my dance, my hair. There's no room for dandruff. Clear makes my hair soft and beautiful. I love my hair… Clear, it works, I'm convinced. My name is Nicole. Clear- no dandruff, just soft hair."

SUNSILK STRAIGHT & SWAY STYLE COLLECTION

Copyline: Go straight

VASELINE INTENSIVE CARE HEALTHY WHITE LOTION

Copyline: Scooter

POND'S AGE MIRACLE

Endorsers: Aga Muhlach & Charlene Gonzales/ Aga: "In movies, ang galing ko manligaw. In real life, though, it didn't happen that way. Binigla ko lang s'ya with a proposal and from friends, we went straight to husband and wife. Now, my wife looks even more amazing, parang ang sarap nya'ng ligawan ulit." V.O: New Pond's Age Miracle with the best proven skin anti-aging ingredient the helps restore youthful beauty in 7 days." Aga: "And if I could, hindi ko lang siya liligawan. I mean, you know, I'd propose to her everyday... everyday".

CENTRUM MULTIVITAMIN / MULTIMINERAL FORMULA W/ BETA-CAROTENE

Endorser: Piolo Pascual/ V.O: "Centrum Energy. Centrum Immunity. Centrum Brain Vitality. Centrum Appearance. Centrum has all the essential vitamins and minerals to help give you these benefits and more." Piolo: "It's everything I want. Centrum complete." V.O: "Centrum is complete from A to Zinc. Centrum complete."

MCDONALD'S

Background song: Huling El Bimbo/ Boy: "Tuwing pumupunta 'ko dito, naaalala ko lahat, parang kahapon lang. Parang ang tagal na naming magkakilala, 'yung mga gusto ko, gusto rin nya. Tapos biglang… at kahit hindi rin naging kami sa huli, siya pa rin ang first love ko."

COLGATE FRESH CONFIDENCE W/ COOLING CRYSTALS KOOL MENTHOL F.

Endorsers: Nikki Gil and Billy Joe Crawford/ V.O: "Get ready para sa matinding freshness, Colgate Fresh Confidence Kool Menthol Fresh. Punong-puno ng cooling crystals that explode in your mouth para sa ibang klaseng cool sensation. Ang tindi ng freshness! "/ Tagline: Colgate Fresh Confidence Kool Menthol Fresh- Ibang Klase ang Freshness!

HUGGIES DRY COMFORT DIAPERS

Tagline: Palaki ng palaki ang savings with Huggies up to 10 hours Dry Comfort

KFC PASTA BOWL

V.O: "Some say the Italian started pasta, some say it's the Chinese but one thing's for sure, your favorite pasta started on KFC- it's the new KFC Pasta Bowl… "

GAR NIER SKIN NATUR ALS

KC Concepcion: "My weight, my waist- I can measure. And my skin tone- now, I can measure it. Whitening efficacy comes with proof". V.O: Garnier Light Cream. The power of cleanse. Pure lemon essence lightens and anti-pigmenting Long dan helps decrease melanin production. Day 1 identify your skin tone. Day after day it lightens, even dark spots fade out. Day 28-.... KC: "Two tones fair. Skin is really radiant". V.O: Garnier Light moisturizing cream. KC: "Trust what you see... Take care. Garnier"

-2

CEREL AC INFA NT CEREAL

Endorsers: Kris Aquino and Baby James/ V.O: "Pag may milestone si baby, napapa-smile si mommy." Kris: "It's a smilestone for me. To help you reach your milestones, dapat Cerelac everyday."

NIDO 3+

Description: Testimonies from Dyan Castillejo and from Tessa Prieto- Valdes/ Tagline: Does your milk give you the best value for your money?... It pays to check the label"

PA NTENE 3 MINUTE MIR ACLE TREATMENT

Judy Ann Santos: "These past 3 months, wala akong time sa sarili ko o sa hair ko, tuloy sobrang damaged na." V.O: "Discover the 3-minute miracle from Pantene w/ Provitamins that penetrate hair instantly and the formula helps repair 3 months of damage in just 3 minutes." Judy Ann: "Pag hawak ko ang oras ko, I can make miracles happen."/ Tagline: Believe you can shine, Pantene

C2 CLEA N & COOL GREEN TEA OR A NGE FL AVOR

V.O: More than just helping you slim down, regular intake of green tea helps you live strong, live long, live well. C2 Health. C2 Green Tea.

ARIEL OX YBLEACH A NTI-STAIN

Endorser: Sen. Pia Cayetano

TUBETALK is part of AsiaBus, an omnibus survey of 1,000 adults from urban areas in Metro Manila. The fieldwork was conducted last February 11- 20, 2009 by Synovate and phd supplied the list of TV commercials for this survey.

mediascape Ex-broadcaster Jocson sets up political media consultancy

One of the country’s youngest and most prolific photographers (and an adobo contributor) recently opened his first exhibit at the Fashion Walk of posh Greenbelt 5. Mark Nicdao, unveiled Alive last Wednesday, March 11 to a large crowd of well-wishers, fans and art aficionados. The exhibit title is reflective of the style Nicdao employs to portray his selection of talents. On display is an eclectic collection, as disparate as Tessa Prieto-Valdes and Sarah Geronimo, Richard Gomez to Luke Jickain, with KC Concepcion and Gov. LRay Villafuerte in the fray as well. Photographed in white

Marc Nicdao

ALIVE

haze, in a surreal (spiritual, maybe?) capsule of brilliance, the personalities are in fact, depersonalized. But it is in this removal of their public personality that a more intimate, inner image emerges. In his choice of direction, Nicdao reveals “Everyone knows me as wacky. But, I thought, before I could break the rules, I have to know the rules. So, I had to start with the traditional and classical. So I chose blackand-white.” Choosing the talents and holding photo sessions bet ween work projects, including mounting the exhibit, took all of three weeks. The talent shoots took no longer than fifteen minutes each. St yling took longer. No wonder Nicdao is strung out and jazzed up on opening night. “I just came from the barber!,” he shrieks in Nicdao st yle. “Ever y thing fell into place, almost spiritual,” he added solemnly, while pointing to the heavens in tacit prayer.

Top 20 Categories (Jan-Feb, 2009)

Top 20 Categories 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

HAIR SHAMPOOS,RINSES,T'MENT/HAIRDRESSING PROD COMMUNICATION / TELECOMMUNICATION PROPRIETY DRUGS / OTHER THAN VITAMINS & TONICS COUGH & COLD REMEDIES OTHER FOOD PROD./OTHER THAN BISCUITS & BAKESHOP ENTERTAINMENT POWDER MILK DETERGENTS & LAUNDRY PREPARATIONS GOVERNMENT AGENCIES & PUBLIC UTILITIES DENTIFRICES, MOUTHWASH & TOOTHBRUSH SKIN CARE VITAMINS COFFEE & TEA FLOUR, BAKERY PRODUCTS & BAKESHOPS SCHOOLS, UNIVERSITIES & SEMINARS / ASSOCIATIONS SEASONINGS, SAUCES & EXTRACTS BABY CARE PRODUCTS HEALTH & BEAUTY SOAPS SOUPS & NOODLES CHOCOLATE & SOYA BEAN DRINKS OTHERS GRAND TOTAL

Jan-Feb Y2009

%Change vs. Y2008

2,063,890,727 1,974,377,106 1,419,877,426 1,343,940,639 1,230,606,265 1,225,000,389 1,165,341,452 1,133,912,739 1,082,230,581 896,496,515 850,976,180 667,576,710 610,823,551 574,210,183 487,444,581 463,161,391 445,018,430 440,753,802 386,038,016 368,618,918 7,376,026,705 26,206,322,305

-25% 6% 40% 46% 18% 43% 23% 26% 6% -7% 40% -6% 10% 7% 39% 18% 35% 7% 4% 40% 16% 13%

Former journalist China Jocson has established a media relations and management company, Tigereye Media Inc. (TMI). According to its press materials, TMI integrates experience with academics, "recognizing the effectiveness of both to come up with specialized communications structure to service its valued clients." Jocson started the company through the inspiration of politician friends and colleagues, having taken advanced studies in politics and communications at Cambridge University. She is now under subscription at Stanford’s Political Communications Lab. The firm’s current clientele includes political figures from the traditional to the adventurous, as well as corporations and foundations.

Business Mirror journalist wins Philippines’ first UNCA Award

The 13th United Nations Correspondents Associations (UNCA) cited the first Filipino journalist to be awarded with a Gold medal for Excellence in Reporting on Humanitarian and Development affairs. Imelda Visaya Abano, a correspondent of Business Mirror, wrote “Inside Haiti: Hunger and Hatred in an Unhealed Land” which took an inside look at the poverty, human rights violations, declining economy and health system that have stricken Haitian society. Her article appeared in Business Mirror in June 2008. Abano shared the UNCA Gold with Juan Carlos Machorro, of Mexico’s Mi Ambiente.

Fierce, bold, intense: the AXN B!G Challenge

Mall event organizers look out: the bar has moved yet again. On February 7, the firstever AXN B!G Challenge took 66 intrepid participants through four hours of challenges as human slingshots, water walkers, etc. — all witnessed by cheering, participatory crowds. The undisputed hit of the day was the AXN Platform Jump, where contestants climbed a 25-foot scaffold, then leaped off while harnessed to try to touch a target. Opened to crowd volunteers, the Platform Jump drew a queue of onlookers eager to strap in for a few seconds of flight. The AXN B!G Challenge was sponsored by Vitwater, Merrell, KFC and Nivea for Men. Contestants were recruited via an open call on the website, AXN.com. The winning team (Tanya Reyes, Efren Villaflor Jr and Jenny Villaflor) took home a well-deserved P30,000 and a Victorinox watch each. First runnerups Jamie Llynd Tan, Ira Dy and Jethro Lloyd Tan walked away with a cool P20,000 and an Apple iPod each, while the second runner-up team of Chad Venadas, Rosanna Barrios and Juan Antonio Chan won P10,000 in cash and a Sony PSP.

All figures in million pesos and based on published rate cards march-april '09

his is hardly earthshaking, of course, since technology has been revolutionizing the magazine industry for years with resulting new revenue streams, cost-efficient supply chains, and well-targeted marketing. But when the Philippines’ fastest-growing publisher decides it’s time to go online in a big way, expect an industry-wide nod of approval – and imitation. After all, they have followed Lisa Gokongwei’s innovations right from the very start—when she downsized and “glossified” her debut magazine in the mid-90s amid a sea of newsprint-bound women’s titles (glossy is now the norm). Later she pioneered in licensing global consumer titles locally, with Philippine versions of Cosmopolitan and Good Housekeeping paving the way for several others. When Gokongwei sensed the country was ready for an in-your-face men’s magazine, she launched the local edition of the British lad favorite FHM that was soon printing an unheard-of 100,000+ copies a month. She backed her progressiveminded editor’s contrarian views about celebrity journalism reporting to create local publishing history with Yes! magazine. Last January 2009, with a cover story on game show king Willie Revillame’s mansions and yachts, Yes! had presses churning out an extra 65,000 copies when the original 140,000 print run flew off the stands within days. On the management side, Gokongwei appointed fulltime brand stewards for every Summit title and invested in building strong franchises that extend beyond the page. Summit actually commits resources to well-thought-out creative vehicles that bring her titles to life: from parenting seminars, bridal fairs, and consumer electronics show-cases to edgy fashion shows, outdoor media, text voting and trade marketing. When local marketers began to pound ROI and demand accurate circulation figures, she upped the industry ante by seeking independent circulation audits for her titles then posting the verified numbers online — one of the few mainstream publishers to do so. NO LONGER LOST IN CYBERSPACE Save for major dailies, most local publishers have been slow to boost their online presence and in fact remain leery of the Internet cutting into traditional print ad revenue. With Gokongwei and Summit’s 22 titles leading

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From paper to pixels Summit Media founder Lisa Gokongwei has crystal-balled the future of her magazine empire—and it’s looking very much electronic. Written by Oscar Gomez, with interview by Angel Guerrero; photograph by Czek Vinluan

Summit Media sites now account for a combined 1.8 million unique users and generate 48 million page views monthly. the charge into cyberspace, the industry may now start figuring out ways to use this tool to their advantage. This year alone, Summit Media will launch about seven new magazine websites. It has a joint venture with GMA New Media for the Philippine Entertainment

Portal—online site of Yes! and Summit Media’s biggest site by far. Their complementary strengths in information and video content delivery, according to Gokongwei, have had phenomenal results. Summit Media sites now account for a combined 1.8 million unique users and generate 48 million page views monthly—a solid foundation from any marketers’ viewpoint. Thus she’s confident advertisers will appreciate this powerful connection between editorial content and the audience, irrespective of the channel selected. “Advertisers want a digital strategy,” she reassures, revealing to adobo that major ad spenders

P&G, Unilever and Nestle have been hounding her for that strategy since the year began. “I think the strengths of both mediums will complement each other. But certainly the growth engine will be in digital.” Don’t get her wrong: she’s a sworn print loyalist and asserts the medium’s irreplaceable strengths. “It carries so much information, is easy on the eyes and portable. On the other hand, I honestly can’t read a long article on the Web; I have to print it out. For luxury marketing, nothing can beat the glossy magazine.” But then she acknowledges that the media landscape is changing fast. “The ‘digital

My heart and passion is definitely in magazines,” she says, “but I definitely think the future is in digital. immigrants’, people our age, learned it 10 years ago with the advent of email. Those 20and-under today are the ‘digital natives’. We have to face the the fact that [they are] going to be the future.” Younger and increasingly affluent, she predicts, this audience will turn to these new distribution channels as their magazine newsstand. Ever astute as she is entrepreneurial, Gokongwei is embracing technology and taking more chances. “I am trying to lead a change in Summit Media—talking to heads and editors, about really starting to think multi-platform, bringing them the message that print may no longer be the center of the universe.” She therefore espouses a “platform-neutral” company down the road where the brand will rule over the medium. In Summit Media’s spanking

new office tower overlooking the Pasig, she still finds herself wading into the print vs. Web mindset, but Gokongwei will not deny her 500strong staff the reality that print circulations pale considerably against the Web’s potential reach.

For sure today’s leading publisher will remain heavily print-driven for a long while, especially when it has just emerged from its best year ever in 2008 with double-digit growth in ad revenues and higher profits, although circulation growth

On her two most successful titles We had a fantastic Yes! issue last January where we had to print 65,000 extra copies. Yes! is our biggest circulation magazine now. It regularly prints 130-140,000 so it hit 300,000.* It’s a good start for the year. Yes! is no. 1 not just because it’s about show business. We have a fantastic editor, JoAnn Maglipon, who took a contrarian approach to showbiz. People think you have to put a lot of gossip, scandal, controversy. JoAnn approaches showbiz like the hard-core journalist she is. She respects people that she covers, and covers showbiz like any good journalist covering the news. The English is superb, it has great photography, and stories are sourced very well and always balanced. I would say it would pass the test of respectable newspaper journalism. [*Total circulation as of March 11, per Summitmedia.com.ph] FHM is slightly down but is still the biggest men’s magazine, and a strong no. 2 to Yes! overall. I myself wonder all the time about the strength of FHM. The market was probably ready for something naughty, because Pinoy men are very naughty beings. The editors really know the market. We also had negative publicity and that’s good publicity [for us]. Every time we were in the news for doing something “bad”, it actually upped the circulation. In fact, it

was generally flat. (Unlike the Gokongwei family’s publicly listed companies under JG Summit Holdings, Summit Media is privately held and does not disclose its financial performance in detail). Gokongwei grew her passion for magazines while studying for a master’s in journalism in Columbia after a stint as cub reporter with the Manila Times. “In New York there’s a newsstand everywhere, and it’s so cheap to subscribe to magazines. That’s how I learned to love them. When I came back, I said let’s start one. Then one became two and so on.” Publishing’s wonder girl has her job cut out for her online. If she can build her brands into multi-media platforms, while also tapping into the wave of citizen journalists armed with podcasts and videos among the many compelling features of the blogging culture, this will optimize Summit Media’s position as a leading content provider across different consumer audiences. She stands to realize the first local magazine company to effectively monetize its digital content: not from

display or rich-text ads alone but through paid digital subscriptions and other types of content sales like webinars, webcasts, online catalogs, directories, paid archives, list rentals, and online content licensing. It’s not surprising that some global publishers are already experiencing a dramatic shift in their revenue mix, as Internet revenues grow at more than 30% a year, including those placed in magazine-branded digital platforms, according to an international media survey in 2007. If a parallel magazine universe does exist “where electrons can live happily [and profitably] side by side with dead trees,” Gokongwei will probably be first to find it. While she’s feeling a bit torn, she probably agrees that even the latest interactive devices won’t port as well in the bathroom and the beach—another reason for the continuing strength of print publishing--but for how long? “My heart and passion is definitely in magazines,” she says, “but I definitely think the future is in digital.”

Marketers always react by cutting ad budgets. I don’t agree with this and they should in fact keep spending in these times, because it’s an opportunity. When your competitors aren’t spending, that’s exactly when you should. artificially increased circulation at certain points. Few know this but at least 30% of FHM readers are women. I keep trying to tell people that there will be women who will be offended by FHM, but there are those who love the magazine because they get it—they get that it doesn’t insult them, that it celebrates them and actually makes fun of the men who read FHM. It’s not all about the man being superior but the man poking fun at himself, saying “what a nerd I am.” And the women here are goddesses to them. It’s not about the battle of the sexes. On 2009 trends On an expectedly bad year, she doesn’t think all advertisers are going to hold back. In fact Gokongwei foresees continuing strength from food-related advertisers, whom she expects will flock to the pages of Good Housekeeping, Smart Parenting, and Yummy. “Food is always the last to go (during consumer cutbacks). People will simply eat in more. They will cut spending but never for eating at home, so this category will grow.” What may slow down this year, she says, are fashion and luxury goods “because people will probably go for cheaper, non-branded alternatives. They won’t upgrade wardrobes a lot. For personal care and make-up: Well, as they say, in harder times, the better you want to look and feel about yourself. But definitely, for products where you need to spend a lot like vacations, cars and gadgets, we might experience dips. Given these, I am surprised by the many expensive car launches this year! Maybe we are indeed more resilient, we still rely heavily on overseas remittances, or

maybe it’s because we don’t really have a large manufacturing base, unlike in China where there have been huge job losses.” On the coming slump “To be realistic, 2009 will be a difficult year for media worldwide. It’s part of an industry cycle as well. This year, at most we will have flat growth. Advertisers unfortunately panic and marketers always react by cutting ad budgets. I don’t agree with this and they should in fact keep spending in these times, because it’s an opportunity. When your competitors aren’t spending, that’s exactly when you should, so that when economy improves, you’ll be first to reap the rewards.” Gokongwei takes this philosophy as her own in Summit Media, which is pushing ahead with new launches this year, notably Women’s Health in April. It is studying other titles which Gokongwei did not disclose. “Even adobo probably realizes that magazines are a long-term play. You don’t launch now because you think it will be big right away. As publishers we should look at long-term trends. For example, for Women’s Health there’s a definite trend to ride onto—gyms are sprouting everywhere, marathons are run practically every weekend, and so much products are being positioned in the health and wellness space, whether or not they’re actually healthy. Worldwide, McDonalds is back in the game because they changed their menu accordingly. Women’s Health is a niche title, we’re not sure if it’s going to do well this year but we are sure it will do well long term.” march-april '09

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mediascape TV 5, shaken but stable

Launched in August 2008 with the aim of shaking up local TV, TV5 is proving at least as absorbing offscreen as on. Early this year, the network offered regular employees a Voluntary Separation Program (VSP). A management memo cited the need for the company “to be lean with the right skill sets and people at the right places.” According to reports, the VSP offer was well received, with a number of applications filed and processed. On Feb. 20, network Managing Director Roberto Barreiro issued a memo stating that management was “constrained to extend the deliberation period for another week or until February 27, 2009.” But a day before the Feb. 27 “payment day”, Mr. Barreiro issued another memo delaying the release of separation pay. “While it is our desire to release the results expeditiously and we are aware that many applicants have been eagerly awaiting the results of their applications, we did not foresee the extension of the trip of our President,” reads part of the said memo. Also unforeseen, according to one employee who spoke on condition of anonymity, was the overwhelming number of VSP applications. “Operations could have been paralyzed had they approved [all] their applications,” the employee said. As a result, only few applications were approved, leading to speculation as to why they in particular had been approved. This even caused further questions on what management’s real intention had been to begin with. The television channel brand of MPB Primedia, a Philippine corporation which entered into a long-term block airtime agreement with Antonio Cojuangco’s Associated Broadcasting Corporation (ABC), seems shaken by internal issues, including the departure last year of CEO Chris Sy. Onscreen, however, the network continues not only to shake your TV but also shape local television. It looks like TV5 is here to stay. Reported by Doods Maglaqui

Mad Men creator to receive an honorary CLIO

Don Draper may not have won a CLIO yet — but his creator Matt Weiner soon will, on May 12 in Las Vegas. The CLIO Awards will present its first honorary statues to Weiner and singer/composer Barry Manilow at its 50th anniversary gathering at the Hard Rock Hotel & Casino May 12-14 in Las Vegas. Weiner will accept his statue during the Communications Awards on May 12, a 1960s-themed evening featuring Billboard pop hits, Rat Pack entertainment and ad imagery from the Mad Men era. Manilow will be honored at The Moving Image Awards on May 14, which is a tribute to the '70s, the decade in which Manilow won two CLIOs for his work on Band Aid and Tab. Both ‘hitback’ evenings are part of the special celebration of the CLIOs’ 50th anniversary.

102 march-april '09

In this youth-oriented culture, the average age of a Philippine ad agency employee (and call center agent) is around 25 years old. Oddly enough, there is a phenomenon in today’s workforce that Human Resources Managers loosely call quarter-life crisis. Symptoms: general, unexplained ennui resulting in a sudden desire for something new and different. Whatever your science, this period of one’s life is a bit, well, flaky. The Mac is 25 years old this year. What has its life been so far? Not unlike talented, ambitious young people, it has made its mark … or has it? Launched by a Chiat/Day-produced, Ridley Scottdirected ad so good it needed to air only once, the Apple Macintosh has since become a brand legend that singlehandedly continues to move the marketplace. The actual Mac came out of Steve Jobs’ case on January 24, 1984, two days after the ad's one and only airing at Super Bowl XVIII. Since that fateful day, those that took a bite of that Apple have been living in Eden, committing the original sin: giving in to temptation.

Quarter-life Mac

Jose Dalisay Jr., PhD Director Institute of Creative Writing University of the Philippines-Diliman Butch Dalisay is a multiawarded writer. His ‘Penman’ column appears in the Philippine Star. I never “switched.” The Mac was my first computer back in 1986 when I went to the US for my graduate studies. I brought my Olympia portable typewriter along and used it until a classmate took pity on me. “Give me an hour of your life so I can change it,” she said, and she did—she taught me how to do word processing on the Mac. What I love about the Mac is its integration of intuitive, user-friendly software with drop-dead gorgeous industrial design. PCs? I’d use one if it was the only machine left in the building. Nathan Javier Creative Director Yup, I switched from PC to Mac. The office changed equipment, and back then, the

Apple computer was becoming the computer for creatives. So we rode the bandwagon. That was in 1994, I think. We got a Performa and/or a Quadra, I forget. So it’s been 15 years of Mac now. :-) (I love) the design. I feel creative using a nice white Mac. Or an aluminum one. I like looking at the screen. Everything looks so smooth and un-pixeled. I feel comfortable using a Mac because I know it won’t likely, ever be, contaminated by a virus. I think it’s also faster than most PCs. On switching back to PC: Mmm, probably not. I’m so used to the Mac. I’ll get confused and angry with a PC. Vic Icasas President/Managing Partner Hit Productions When I started working with music back in the late 80s and early nineties, I was using a PC program called Cakewalk. These were the days of green CRT monitors and software that arrived on a single 5.25” floppy disk (remember those?) But when I signed up with Hit Productions in 1993 I moved to a Macintosh Centris 650. From there I went through a whole bunch of desktops including the Quadras, the

G3s, a rare authorized Mac clone called the Radius 81/110, and then on to the G4s and G5s. Last year, I abandoned desktops altogether and my current work setup revolves around a 15” MacBook Pro hooked up to my MIDI keyboard - this single notebook is probably more powerful than all my previous desktops put together! Throughout these years I was using Performer music software, but in recent times all us composers at Hit have shifted to Logic Studio. From a usability point of view, everything is stable, reliable, intuitive, and rocksolid. Not to mention virusfree. From a design and aesthetic point of view, their products have always been forward-thinking and bold. I’m actually a former director and long-time member of the Philippine Mac User Group (www.philmug.ph). A great community supporting a great brand. However, I won’t lie - out of the office, right now my travel, email and web surfing computer is a 10 inch HP Mini 1000 netbook running Windows 7, and I’m typing this email on it right now! There are days I’d rather just leave my MacBook Pro hooked up at the studio instead of taking it home. When Apple comes out with some-thing as portable and powerful, I’ll be the first in line at the store. But until then I won’t compromise my computing needs just because of brand loyalty.

25 years of Macintosh Carlo Alvarez Director/Cinematographer currently working on a foreign film with Tim Fitzharris I used PC for 10 years, and I’ve been on the Mac for almost two years now. It’s user friendly, has an elegant interface, and there’s a slim chance of acquiring virus. In my work, using Mac is an advantage. I use FINAL CUT in editing videos. It’s easier to use, has faster speed in editing, it renders in just minutes. And it adds pogi points also if you use Mac – joke! I’ve encountered a lot of problems using PC especially with my editing. In Mac, you can rely

I would be lying if I didn’t also say I love the Mac for its style and personality— I’d say it’s hard to balance the cool and the geek, but the Mac does it with a flourish. on the quality of the software and hardware. Ever since I used it, there was never a problem. “Once you go Mac, you’ll never go back!” Cyn David-Icasas Category Marketing Manager-Beverages Kraft Foods Philippines Inc. For personal stuff, I switched from PC to Mac. I’d switch for work too, but I use a companyissued computer. I feel so happy when I get home from work and

plop myself back in front of my pretty iMac 20”. There’s a lot of technical and practical reasons why I love the Mac, and the OS X system, especially since I like editing photos, and tried editing videos for a while. I’ve had too much experience with bugs in the “other” system, that you really shouldn’t be bothered with when you want to unwind and enjoy while playing computer games or surfing! My Mac takes care of me so I have nothing to do but enjoy, when it’s me and my Mac. But I would be lying if I didn’t also say I love the Mac for its style and personality— I’d say it’s hard

to balance the cool and the geek, but the Mac does it with a flourish. I switched about 5 years ago. My husband used a Mac at work, and I’d always wanted one, but at the time they were still too bulky and too masculine. One night I went to sleep wishing that they would launch a mini version of their Powerbook... and in that week’s MacWorld Steve Jobs announced the release of the 12” Powerbook. You couldn’t stop me from getting one! Sadly, I’m chained to my work-provided PC. I still hope they see the light! But you won’t get me to pay money to switch away from my Mac!

Asia Media New Business Scoreboard February 2009 RANK THIS MONTH

RANK LAST MONTH

AGENCY

Universal McCann

Carat

PHD

10=

OMD

MPG

MEC

Mindshare

ZenithOptimedia

MediaCom

10 11

9 10=

Vizeum Maxus

Initiative

Starcom Mediavest

RECENT WINS

Globe Telecom Philippines, Blue Moon Washing Liquid China, Tata Teleser vices India, Ping An Insurance China, Channel 10 HD Australia TCEB Thailand, A .N. Buildwell India, Virgin Atlantic Airways HK, Jupiter (project) Taiwan HP (Asia PAcific), GE Capital Thailand, Nokia Siemens Network Australia Friends of Mar Philippines HP (Asia Pacific), Wyeth Hong Kong, Super Coffeemix Marketing Sdn Bhd Malaysia, Bluebird Foods New Zealand, Syngenta Thailand DBS Hong Kong, DBS Taiwan, Voyages Australia, Jockey India, Countr y Choice Indonesia Barclay's iShares (Asia Pacific), Oishi Thailand, PAN Skincare Thailand UIP Thailand, Taiwan High Speed Rail Taiwan, Starhub Singapore, Amway Thailand TM International Global, Kanion China, Maybank Malaysia, 555 Napkin China, IAG Insurance Australia Hitachi (China / Hong Kong / Taiwan), MASAN Group Vietnam, Safety in the Market Australia, Tacgong Bank Taiwan Stabilo Malaysia Greens Foods Australia, Double A Papers Pakistan, StoneAge Apparel Pakistan, Max xium China Pfizer China, Grupo Bimbo China, Intel China

ESTIMATED Y TD WIN REVENUE (US$M)

RECENT LOSSES

ESTIMATED OVERALL Y TD REVENUE (US$M)

5.0

Ikea Malaysia

4.9

Maybank Malaysia

4.6

4.2

AIA China

3.4

3.2

Pepsi Trading Thailand

2.8

2.7

Panasonic Indonesia

2.6

3.1

Taiwan High Speed Rail

2.4

2.9

DBS HK, DBS Taiwan

2.0

8.6

HP (Asia Pacific)

1.6

1.4

Barclay's iShares (Asia Pacific)

1.2

0.0 0.6 1.2

Ping An Insurance China, GE Capital Thailand

0.0 (0.6)

Fairfax Media Australia

(1.3)

Bayer China, China Telecom, Restaurant Brands Australia

(3.1)

MEDIA AGENCIES With the retention of Globe Philippines, and some other big wins in China and key markets, Universal McCann has moved to the top of the table. Carat remains in second place with a number of in market wins. PhD and OMD, sharing in the massive HP global win, come in 3rd and 4th. METHODOLOGY The R3 New Business League has been compiled each of the last 77 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. march-april '09

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Ad Title: Daily Scents “Pacman” TVC 30s / Agency: Blue Bottle / Advertiser: Bench / Executive Creative Director: Micky Domingo Concept Team: Grace Montano, Carl Clemente / Accounts: Gen Tiu / Director: Onat Diaz / Producer: Sonny Cruz / Production House: Media Circuit

Ad Title: Datu Puti “Marica” TVC / Agency: TBWA\SMP / Advertiser: Southeast Asia Foods, Inc. / Creative Director: Melvin Mangada Copywriter: Br yan Siy / Art Director: Chris Costello / Accounts: Portia Catuira, Gidgette Faustino / Director: Erik Matti Producer: Sunny Lucero / Production House: Revolver

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Ad Title: "Droga", "Bogusky", "French", "Sagmeister", Print Ads / Agency: JWT Manila / Advertiser: adobo magazine / Executive Creative Director: Dave Ferrer Creative Director: Joe Dy / Art Director: Danielle Lim / Copywriter: Joe Dy , Priscilla Fajardo / Producer: Princess De Guzman / Accounts: Kathy De Leon

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Ad Title: FIREFLY “Attic”, "Living Room" Print Ads / AGENCY: TBWA\SMP / Advertiser: Firefly Electric and Lighting Creative Director: Melvin Mangada / Copywriter: Marci Reyes / Art Director: John Ed De Vera Accounts: Marga Javier, Portia Catuira / Print Producer: May Dalisay / Final Artist: John Ed De Vera llustrator: John Ed De Vera / Production House: HIJ

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Ad title: Sundae "Anniversary", “Contact Lens” Print Ads / Agency: DDB Philippines / Advertiser: Golden Arches Dev’t Corp. (McDonald’s) Executive Creative Director: Teeny Gonzales / Art Director: Argem Vinuya / Copywriter: Maki Makiling / Accounts: Tey San Diego, Wella Balagtas, Dalla Sucgang Illustrator: Dan Matutina / Production House: CGI

In the Philippines, the Victoria Court logo is synonymous with short-time hotels. Victoria Court is the hotel's name, but it never appears next to the logo. It is only communicated in the company website www.victoriacourt.biz

BRIEF Communicate the company's brand message in an original and cost effective way. If you're in the mood for love, visit Victoria Court.

Ad Title: Victoria Court “Van” Print Ads / Agency: Lowe/ Advertiser: Victoria Court Executive Creative Director: Steve Clay / Copywriter: Rommel Aboy, Steve Clay / Art Director: Rommel Aboy, Mario Serrano / Accounts: Tynna Antonio Print Producer: Jake Fernandez / Fina

SOLUTION We placed these stickers on the tinted windows of the company's vans: When people walked by, 2 to 3 staff rocked the back of the vans up and down from the inside. These vans were parked in front of shopping malls, in front of night clubs, and in the red light district. RESULTS Hits on Victoria Court's website increased substantially, as did room bookings.

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Ad Title: Fibisco “10” Print Ads / Agency: Image Dimensions/ Advertiser: Comfoods, Inc. / Art Director: Jimmy Peña Copywriter: Agnes Cristobal / Photographer: Noby Cabañero / Accounts: Flor Bermudez, Cloe Españo Print Production: Nilda Osorio / Art Tolentino

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These D.I.Y. posters were designed to promote the Philippines' annual creative awards show. They were sent out to agencies, production companies and suppliers. As different people stamped their individuality on each poster, the theme of empowerment through change was brought to life.

Ad Title: Creative Guild "D.I.Y. Poster" / Agency: BBDO Guerrero / Advertiser: Creative Guild / 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

Ad Title: Fita “ Yes” TVC 30s / Agency: Lowe / Advertiser: Fita / Executive Creative Director: Steve Clay / Creative Director: Ricky Aragon / Copywriter: Francis Inton Art Director: Noel Martin, Rhio Vargas / Agency Producer: Mavic Martin / Production House: Filmex / Director: Henr y Frejas / Executive Producer: Ginny Vizcarra Editor: Toti Treichler / DOP: Dindo Martinez / Music Arranger: Arnold Buena / Hit Productions

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WHAT MAKES A CLASSIC MOST?

by Cid Reyes

he word “classic” has come to be applied to so many things in our culture – cars, rock music, a particular episode of a television show – when in its truest sense it carries the weight of something that has been distilled over time and represents the highest quality in a given field.” Thus remarked Renee Fleming in her book The Inner Voice: The Making of a Singer – surely destined to be a classic. Ooops, there’s that’s word again! Rushing to my trusty Webster’s Dictionary, I look up

the meaning and the nuances of the word “classic”, and was rewarded thus: 1.a) of recognized value: serving as a standard of excellence b) traditional, enduring c) characterized by simple tailored lines in fashion year after year (“a classic suit”) 2. of or relating to the ancient Greeks and Romans or their culture: classical. 3. historically memorable and noted because of special literary or historical associations – “Paris is the classic refuge of expatriates.” 4. a: authentic, authoritative b: typical (“a classic example of guilt by association.”) The most interesting facet of the word classic is its etymological

“Isang Platitong Mani” San Miguel Beer Agency: Phil. Advertising Counsellors Creative Director: Nita Claravall Copywriter: Rony Sinson/ Julius Deslate Art Director: Edwin Wilwayco Producer: Jun Castro Account Manager: Adie Pena Director: Jun Urbano Music: Mike Pedero Production House: Filmex 1983

root: From the French word “classis”, meaning of the first rank. The field of advertising – not to be outdone – has its over harvest of classics. From American advertising – which we Filipinos have been most exposed to – come such timeless

campaigns as The Marlboro Man, Volkwagen’s “Think Small”, Avis “We try Harder”, Coke’s “It’s The Real Thing”, Nike’s “Just Do it”, Rolling Stone’s “Perception/ Reality”, Wendy’s “Where’s the beef?”, Budweiser’s “Wazzup?”, Federal Express “When it Inay: Gwapo ka pala pag nagaahit. Kathleen: At mahusay umawit, isa pang kanto oh... Tyago: Dyusko, umaga na! V.O. Ahit-Pogi Rubie!

2 "Cleopatra" Superwheel Agency: J. Walter Thompson Copywriter: Yoly Ong/ Edd Fuentes Art Director: Gil Corcuera/ Poli Maquiraya Director: Manuel Daves Cinematographer: Tito Arce Production House: Vergara Films 1981

6 "I can feel it!” Palmolive Soap Agency: Basic/ FCB Copywriter: Tere Filipinia Art Director: Lydia Cruz Producer: Dan Katigbak Talent Caster: Mario Sarmiento Director: Jeric Soriano Cinematographer: Rody Lacap Production House: Production Village 1987

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“ Angat sa Iba” Sarsi’ Agency: Basic/FCB Creative Director: Nonoy Gallardo Copywriter: Ted Catuira Art Director: Egay Oliva Producers: Mario Sarmiento/ Roby Ablen Director: Jeric Soriano Cinematographer: Rody Lacap Music: Ryan Cayabyab Production House: Production Village 1989

Royal Tru-Orange Agency: McCann Erickson Creative Director: Letty Javier Copywriters: Kathleen Mojica, Letty Javier, Emily Abrera Art Director: Kragui Garcia Producer: Jing Javier Director: Lino Brocka Cinematographer: Carding Baltazar/ Rody Lacap Music: Louie Ocampo Production House: Filmex 1988

7 “Karen/Lolo” McDonalds Agency: Leo Burnett Creative Director: Richard Irvine/ Edsel Tolentino Copywriter: Sheila de la Cuesta Art Directors: Mike de la Cuesta/ Joel Eudela/ Elvin Julian Producer: Irene Chingcuangco Talent Casters: Abbey Young/ Jonathan Hernandez Director: Theirry Notz Cinematographer: Larry Manda Production House: Production Village 2001

8 “Novices” Del Monte Spaghetti Sauce Agency: McCann Erickson Creative Director/ Copywriter: Emily Abrera Art Director: Ding Villamor Producer: Baby Enriquez Director: Butch Perez Cinematographer: Rody Lacap Music: Louie Ocampo Production House: Electromedia 1990

5 “Ahit Pogi Harana”, Radio Rubie Blades Agency: McCann Erickson Copywriter: Bill Ibanez Producer: Baby Enriquez 1984

9 “Grass to Glass”, Print Ayala Land Agency: Ace Saatchi & Saatchi Creative Director: Jimmy Santiago Copywriter: Isabel Gamboa/ Melvin Mangada Art Director: Melvin Mangada/ Isabel Gamboa Illustrator: Melvin Mangada Print Producer: Francis Maniego Talent Caster: Amy Salona 1989

absolutely, positively has to be there overnight.”, Apple Macintosh “1984”, Energizer “Bunny”, California Milk Processor Board “Got Milk?”, Benson and Hedges “Oh, the Disadvantages”, and more too numerous to mention. It is heartening to know – and to share with the young recruits of the industry – that Philippine advertising also has its own classics. Dubbed “Mga Palatastas na Walang Kupas,” The Association of Accredited Advertising Agencies (4As) chose 25 best ads out of 100 nominees in celebration of its 25th anniversary in 2002. Thus was presented the Pilak Awards, a brilliant and appropriate acronym for Pilipino Advertising Klasiks. Worth quoting at length are the statements of Grace D. Chong, chair of the Pilak Awards: “6 months in development 36 hours to shoot 3 days in post-production 30 seconds on air”

10 “Billiards” Gold Eagle Beer Agency: Philippine Advertising Counsellors Creative Director: Nita Claravall Copywriter: Romy Sinson/ Julius Deslate Art Director: Edwin Wilwayco Producer: Agoo Ofrecio Music: Charo Unite Director: Jun Urbano Production House: Filmex 1988

14 “Rowing” Bench Agency: Promo Tourist Creative Consultancy Creative Directors: Ricky Toledo/ Luis Manapat (deceased) Music: Charo Unite Director/ Cinematographer: Trevor Horne Production House: Production Village

Seen years ago, a commercial lingers in the memory. It’s a gem of pop culture, becoming part of our language and the way we see ourselves. That’s how the television commercial has been described. Every year, the advertising industry produces hundreds of commercials. That’s not counting the thousands of print ads and radio commercials. The fact is: many of them are forgotten as soon as they’re off the air. But, once in a while, the industry strikes gold.

11 “Zoom Zoom” Supershell Agency: J. Walter Thompson Creative Director: Johnny Santos Copywriter: Senyong Atienza Producer: Art de Guzman Director: Tony Smith Music: Polding Silos/ Tiongco Brothers Choreographer: Manny Zamora 1969 First CLIO winner from Asia

15 “Parachute” Johnson’s Floor Wax’s Agency: J. Walter Thompson Creative Director: Irwin Castillo Copywriter: Mayo Hernandez Art Director: Poli Maquiraya Director: Jun Urbano Production House: FILMEX 1977

Suddenly, a commercial ignites the public imagination. Seen years ago, a commercial lingers in the memory. It’s a gem of pop culture, becoming part of our language and the way we see ourselves. In that commercial, we see with scintillating clarity what it is to be a Filipino. This ad or commercial revolutionized the way consumers regarded the product category. With a stroke of luck – and yes, creative genius – it changed the advertising landscape of the time. Hundreds upon hundreds of commercials – spanning five decades – went through the grueling scrutiny of three generations of creative minds and advertising practitioners, sieved through their stringent standards and critical sensibilities. Finally 25 of these commercials merited the distinction of being called a Pilak. Pilipino Advertising Klasiks!

12 “Ligaw” Jollibee Agency: Basic/ FCB Creative Director: Boy Leuterio Producer: Aton Roxas Director: Ishmael Bernal Music: Charo Unite Production House: Production Village 1987-88

16 “Japorms” Sprite’s Agency: McCann Erickson Creative Director: Teeny Gozum Copywriter: Divine Gil Art Director: Carlo Directo Producer: Telly Arce Director: Jun Reyes Cinematographer: Boy Yniguez Production House: Unitel 1999

Communication for all the ages. Traversing generations. Timeless. These 25 Pilak awardees were gleaned from 100 finalists – an amazing, impressive harvest of Filipinos’ enduring love affair with advertising. All 100 Pilak finalists have been compiled in DVD format. To all creatives worth their salt, you must have this reel. You need to know where you’re coming from to know where you’re going. Interested parties may call the 4As secretariat, telephone 813-4397 or 757-3891. For posterity’s sake, we are publishing the Top 25 Pilak winners with their credits. See if you recognize some names. CID REYES is an artist, writer, art critic, book publisher and creative consultant.

13 “Bruno” San Miguel Beer Agency: Philippine Advertising Counsellors Creative Director: Tony Gloria Copywriter: Felix Fojas Art Director: Homer Gutierrez Account Manager: Joe Pascual Producer: Art Dumaup Director: Jun Urbano Music: Danny Subido Production House: Filmex 1977

17 “Goodbye Carlo” Purefood Agency: Lintas Creative Director/ Copywriter: Ompong Remigio Producer: Cecille Labonete Director: Mac Alejandre Music: Nonong Buencamino Production House: Videofilm 1994

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18 “Narda” DBP Agency: Basic/ FCB Creative Director: Minyong Ordonez Copywriter: Danny Almiranez Art Director: Rino Hernandez Producer: Ding Fernandez Director: Danny Almiranez Cinematographer: Tito Arce Production House: Creative Directors 1989

“Shining Through”, Philippine Airlines Agency: Avia Communications Creative Director: Bobby Caballero Copywriter/ Lyricist: Russel Jones Art Director: Don Couldrey Account Supervisor: Tom Banguis, Jr. Producer: Russel Jones/ Don Couldrey Production House: Jumbuck Productions, Australia Music Production: EMI, Australia 1987 Winner of a CLIO Awards Certificate for International TV/Cinema, Travel

“Pu-Yi”, Knorr Chinese Soup Agency: Pacifica Publicity Bureau Creative Director/Copywriter: Joy Cortez Art Director: Danny Arada Account Manager: Chito Zaldrriaga/ TJ Moncupa Producer: Angelo Madrid Director: Boldy Tapales Cinematographer: Boy Yniguez Food Stylist: Lydia Ney Music: Jose Mari Chan 1988

“Lola” Jollibee Agency: Basic Advertising Copywriter/CD: Boy Leuterio Art Director: Mario Serrano Producer: Aton Roxas Caster: Enric Munchua Director: Vitt Romero Music: Charo Unite Production House: Salon Films 1987-88

logic and magic

S.U.C.C.E.S.S.

by Bong Osorio

rdinary and even extraordinary housewives and kasambahays know Lola Obang well. She’s the fast-talking continuing character in the Surf detergent TV campaign who, without let-up, advises Lumen, her daughter-in-law to be wa-is (wise) in her life’s choices. Why do people remember Lola Obang? How come she and Lumen have been able to push Surf’s sales up and made the detergent brand a consistent market leader for extended period? Why do their names persist and stick in the consumers’ consciousness? How do you account for the glueyness of Lola Obang, Lumen and Surf? Magpakatotoo ka became a viral line. It’s a famous call to action used in a Sprite campaign in the ‘90s targeting the youth of that era who are rebelling against age-old norms. To this adolescent group, image isn’t everything. The “me” mood of the 90s has given way to a period of illumination, of noteworthy eccentricity. Magpakatotoo ka stuck in may people’s heads and became a popular expression of the decade. Advertising slogans like magapatuka na lang ako sa ahas (Superwheel), isang platitong mani (San Miguel Beer), and Langhap Sarap (Jollibee) among others have been elevated to the hall of fame of sticky advertising ideas. So are ad icons Tita Maggi, the Electrolux Man, the Camay Girl, the Lux Stars, Shell’s Zoom Zoom Girls and the like. How do you make ideas stick? Why do some ideas die in the vine while others live on and persevere? These queries were answered by brothers Chip and Dan Heath, co-authors of the book Made to Stick: Why Some Ideas Survive and Others Die. As the writers revealed, their dissertation was hugely influenced by Chip’s observations as a professor of organizational behavior at Stanford’s Graduate School of Business.

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20 “Godfather” Del Monte Spaghetti Sauce Agency: McCann Erickson Creative Director: Emily Abrera Copywriters: Emily Abrera, Dudu Ulep Art Director: Raul Jorolan Producer: Baby Enriquez Director: Neil Macdonald Cinematographer: Maning Roxas Production House: Electromedia 1986

24 “Superman”, Print Astra Threads Agency: Ace Compton Creative Director: Mon Jimenez Copywriters: Margarita Arroyo/ Raul Castro Art Director: Salvador Luna Photographe: Eduviges Huang 1984

21 “Labadami, Labango” Mr. Clean Agency: Ace Compton Creative Director: Jimmy Santiago Copywriters: Cid Reyes, Jimmy Santiago, Alex Castro Producer: Amar Gambol Director: Ed Claudio Cinematographer: Carding Baltazar Production House: Filmex 1984

25 “Ang Barko…President Roosevelt” Camay Agency: Ace Compton Creative Director: Connie Reid Copywriter: Keith Gamboa Director: Tony Smith Production House: A.D. Smith Productions 1967

Chip Heath has looked into urban legends, political speeches, news reports, conspiracy theories, management directives, marketing messages, culturecrossing proverbs, Aesop’s fables, and a wide-range of self-help books. “They are my sources of ideas that are most of the time wrong but are so annoyingly sticky they just won’t go away, “ Chip said. Dan Lola Odang Heath, on the other hand, generated and sustained his curiosity about anything and everything by trying to figure out what makes some teachers and coaches so effective. It was convenient for him to do this considering that he himself is an education consultant. “Sticky” was an idiom pursued by the Heaths coming from Malcolm Gladwell’s The Tipping Point, the international bestseller about how ideas and human behavior can catch on, tip off and cause tremendous impact to markets, environments and countries. Those who have read Gladwell’s tome will remember that the “the stickiness factor” was just glossed over and not given dimensions or completely illustrated to make the concept better appreciated. What the Heaths found out was that the stickiest ideas, regardless of fundamental value, had universal commonalities. In fact, the Heath tandem discovered that the key to developing grip is to take your concept, in whatever language, form or shape it may be, and present it as a Simple, Unexpected, Concrete, Credible, Emotional Story or S.U.C.C.E.S.s. for short. The Heaths themselves labeled the acronym hokey, but surely it brings better awareness and stronger traction to the communications thought process. What makes the S.U.C.C.E.S.s. approach sticky is the reinforcement provided by a large number of social-science research. Psychology research, for instance shows that choice can deter quick decision-making. The book cited one experiment were college students were given the option of studying or attending a lecture by an author they admired. “Only 21% opted to study. Yet when a third option like watching a movie was thrown in, 40% chose studying. “The need to pick between two fun outings made students twice as likely to have no fun at all,” the Heaths pointed out. Here are the S.U.C.C.E.S.s. principles, breathe them, live them, and experience the connecting power of your ideas.

The brain inside the heart The 2nd IIFA TV Commercial Directing workshop Last year, the International Institute for Film and Arts launched its first-ever TV Commercial Directing Workshop with 13 students. Almost doubling the number this year with 22 students, Direk Cris Mojica and the Commercial Directors’ Club of the Philippines went for take two. During the 3 week-long workshop, IIFA gave its students the best of the industry, with club members Mike Alcazaren, Sockie Fernandez, Mark Querubin, Mark Meily, Dennis Marasigan, Raymond Red, Henry Frejas, Sid Maderazo, Nap Jamir, Raul Jorolan and Onat Diaz sharing their expertise. Creative Directors Eugene Demata, Mike Calaquian, and Jigs Atienza provided insights on how a real storyboard presentation happens. Cinematographer Lee Meily and Robert de Vera, production designer Aida Concepcion, and casting director Abbey Young discussed other aspects of commercial production. Students also had the rare chance to explore the newest camera and editing magic: Red Cam, P2,

and even Optima’s VFX workflow were all experienced hands-on. Through this workshop, IIFA aims to produce trained directors, artists, and production personnel, toward regaining the country’s former leadership in Asian production talent.

Make your ideas sticky, the Heath siblings urge. Heed the call, and without a doubt, you will remain glued to your customers for long. Simplicity. It is stripping the idea down to its core, its most basic state. And to do this you must be a master of exclusion, you know how to make priorities, and you can trim down an intricate “forest of an idea” to a focused, single-minded “tree concept.” In the book, the element of simplicity was clearly demonstrated in the case of Southwest Airline, whose goal of elegance in its minimalism, was lucidly projected in all its communications. Unexpectedness. You ought to be counterintuitive, constantly aiming to provide a surprise element to what you do, offer or communicate. It can take the form of a shocking information, unusual revelation, or an unanticipated disclosure. Your idea must possess unrelenting curiosity and heightened interest. A case study in unexpectedness came via Sony. After World War II, the Japanese manufacturer was struggling, until the company’s lead technologist proposed a new product: a pocket radio. It was seen to be nearly insane at that time when radio was looked at as a piece of furniture. But the suggestion worked as an idea, and eventually a concept. Cognitive science tells us that the human brain is wired to perceive patterns and is drawn to aberrations—wondering perhaps about the notion of a radio small enough to fit in my pocket.

Despite all the details, must-knows and workflows, the directors did not forget to insert personal experiences and the hard work that goes with the job. That is why, more than styles and techniques, the directors stressed

the importance of putting passion in every work, and never losing the heart to succeed. And as organizer Direk Cris says it best, “when people tell me to use my brain, I will say yes, the one inside my heart.”

Mark Meily's trailblazing "Career Directions" inspires!

sluggishness of the economy, but instead asked a simple question that allowed voters to test themselves” “Before you vote, ask yourself if you are better off today than you were four years ago.” Emotions. Effective communications is hugely anchored on how we harness the strength of an emotional stimulus. You are wired to feel things for people, not for abstractions. For instance it’s difficult to get teenagers quit smoking by instilling in them a fear of the consequences, but it’s easier to get them to stop by tapping into their resentment of the deception of the big tobacco business. Stories. You need people to act on the ideas you have offered. Great communications are borne out of great storytelling. Research shows that mentally rehearsing a situation can help you perform better when you encounter that situation in a physical environment. Similarly, hearing stories acts as a kind of mental simulator, preparing you to respond more quickly and effectively.

Concreteness. This pertains to the solidity and firmness of an idea, which if seen to be concrete and compact, can’t be interpreted any other way. The brains of humans are wired to remember concrete data. Thus, being real, substantial and rock-hard will work wonders.

Revisit Lola Obang. She has it all. Her idea is simple (wise choice), unexpected (even in the choice of a detergent brand, great decisionmaking is critical), concrete (Surf is a wise decision), credible (her own account of the wise choices she has made in her life as she convinces Lumen to pick-up lessons learned from these choices), emotional (her own triumphs in life)—and a story (her glorious account of wise decisions exemplified by her affinity with Surf). When you think of stickiness, think Velcro and its power to connect and hold the attention, interest and desire of its audience for extended periods. Much of what the Heaths said may seem obvious – and yet the simple principles they profess are routinely ignored even by many who consider themselves professional communicators. Make your ideas sticky, the Heath siblings urge. Heed the call, and without a doubt, you will remain glued to your customers for long.

Credibility. Sticky concepts have to carry their own credentials. When you try to build a case for something, using hard numbers may not exactly be the right approach. The Heaths cited the case of the US Presidential debate in 1980 between Ronald Reagan and Jimmy Carter, where Reagan could have cited innumerable statistics to demonstrate the

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. march-april '09

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market mentor

Megabranding or Overextending by Willy Arcilla

owadays it seems fashionable to build a “megabrand”. But what makes a “megabrand” and how is it defined? It seems “megabranding” is understood as the strategy to use (or abuse) the same brand on multiple categories and product lines. From my experience however, a true megabrand is one that dominates its market – not across multiple categories or industries – but across different geographies. There are innumerable examples of brands that have been extended to the point of diluting the equity of the original brand, and suffering the loss of market share, sales revenue and profitability.. No other brand can match the value of Coca-Cola (est. US$65 Billion*), so one would expect it can easily leverage its megabrand status onto other flavors and line extensions. However, experience has shown countless formulae and flavors even close to cola like New Coke, Cherry Coke, Decaffeinated Coke, Lemon Coke, Vanilla Coke, Coke Blak and all types of permutations like Lemon Coke Light - have failed. Only Diet Coke and recently Coke Zero seem to have gained acceptance. Why? They offer a real functional benefit of lowcalorie or no-sugar formulations that eliminated negatives in the “real thing”. Incidentally, the brand value of Coca-Cola had dropped from US$100 Billion in 2002 to US$65 Billion in 5 years. Even McDonald’s tried its hand in megabranding with its McCafe, and yet Starbucks prevails as the consumer choice for the coffee experience.

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Why do companies megabrand? It appears that many companies fall into the short-term thinking that they can “leverage the equity” of their brand in a certain category, and extend it into another. Many of us grew up loving a brand as the “finest name in ice cream”. Recent surveys indicate however it no longer enjoys Top of Mind awareness in this category, perhaps diluted by attempts at “megabranding” into Chicken, Milk, Butter, Cheese, Fruit Juice, Ice Tea, and more recently, Cooking Oil, Instant Noodles and even Pancakes. Datu Puti was the nation’s leading brand in vinegar, but has extended into Soy Sauce. Amusingly, Silver Swan Soy Sauce retaliated by launching its own vinegar. So is Datu Puti Soy Sauce sour? Is Silver Swan Vinegar salty? Are consumers getting confused? Johnson & Johnson was “best for baby” but is now trying to appeal to adult women. On the other hand, Nivea which is for adult women is now extending to babies and men. Even giants like Unilever seem to be vacillating on whether to position Vaseline as a skin care product or a family shampoo. Other examples include Chlorox bleach extending onto detergent; Band-Aid from strips to rubbing alcohol; Green Cross alcohol to soap. Why do companies megabrand? It appears that many companies fall into the short-term thinking that they can “leverage the equity” of their brand in a certain category, and extend it into another. CEOs and CFOs seem to favor this approach because it will cost less Advertising and Promotion Budget than launching a totally new brand. But time and again, consumers have taught us they do not think the same way CFOs do. An overcommunicated

and overadvertised Filipino consumer who is already besieged by over 20 minutes of commercials per hour of TV programming and 1,200 messages per week wants to keep things simple. They prefer specialists instead of a generalist brand. As Al Riese and Jack Trout explained so eloquently in their landmark books, “If you suffer from a heart ailment, do you consult a General Practitioner or a Heart Specialist?” A favorite sales alibi is to “expand shelf space” via new flavors or line extensions, but forgetting the hidden costs associated with carrying additional Stock Keeping Units. Apply the Pareto law of 80:20 optimality and you realize that less is better than more.

Dole was the best Pineapple, but has extended into Fruits and Vegetables, and now even Seasoning Mix. Dizon Farms owned “Pomelo”, but now also markets everything from Bananas to Vegetables and Salad Dressings. Could both brands be nearing the point of overextending their respective equities? CDO carved out a respectable share in hotdogs, but has since also extended itself into corned beef and now, even Nata de Coco. 555 and Ligo were strong brands of sardines, but launched corned beef and carne norte. Before deciding on a brand strategy, ask consumers what your brand stands for in their minds, and weigh the costs-benefits of megabranding vs. the risks of overextending it. Before exulting on illusory short-term financial

gains, take heed of the potential long-term damages of eroding and diluting the image of the parent brand. In fact, some companies have done this deliberately, e.g., Nokia from Finland started off many years ago in furniture then electric cables, but at one defining moment in its corporate history, radically transformed itself permanently to become the world’s largest cellphone maker. Nike resisted calls to extend the brand onto casual shoes, but bought Cole Haan instead. A sterling example locally is Jollibee, which cleverly chose to buy existing segment leaders – Chowking, Delifrance, Red Ribbon, Greenwich, each of which dominates its respective niche. Disney has extended its brand imagery as ”the happiest place on earth” from cartoons to theme parks, fashion and retail, television, cruise ships and live shows such as Disney-on-Ice, Cinderella, in the process, further reinforcing its brand equity. In the final analysis, the best way to reinforce the equity of your “mega”brand, is not to “leverage it” in the short-term context of financial managers. Rather, marketers must recognize and respect the real value of their brands by unlocking its secrets which only your core users know. Then, seek to reinforce the emotional affinity with current users to turn them into even more loyal fans of your brand, buy more frequently, more volume per purchase, and even capitalize on “WOM “(word-of-mouth) marketing. This is the real essence of “leveraging the equity” of your brand which you can now focus on to entice non-users, while affirming core users’ choice, not alienating or confusing them by diluting the brand’s equity from overextending. This is leveraging a true megabrand. * According to top brand valuation consultancy Interbrand, based on a complex analysis of financial performance, brand metrics and projections of future cashflows. WILLY ARCILLA President of Business Mentors, Inc., a Management Consultancy Firm. He has a 25-year career working across Asia-Pacific region for various MNCs and RP firms.

SM MALL OF ASIA CLOSE UP LOVAPALOOZA 2009 RED HOT VALENTINE!

Your Kiss, Your Kiss is On My List

How do you top a record-breaking event? Answer: You don’t even attempt to. After gathering 5,000+ kissing couples last year, Lovapalooza 2009’s main labial action was the vocal kind. Yes, Lovapalooza 2009 was more about music than anything else. And what music it was. Bamboo fired up the thick mass of adoring fans and launched into an eight-odd set. The young man took to the stage and owned it. Doing OPMs and covers, Bamboo’s performance was a mass of frenetic youthful energy. Accessible and inspiring tunes, great performance and bonus pogi points to top it all. Bamboo, bassist Nathan Azarcon and guitarist Ira Cruz was the envy of the men in the audience, elicited I-love-yous from the men themselves. Next up was Rico Blanco, who had a lot to prove after the red-hot slot of his former bandmate Bamboo (not to men-

Heartthrob Ira Cruz of Bamboo

Lovers in Pasay

tion a token Valentine-oriented competition). And prove it he did. Alternating on guitar and keyboards while doing the vocals, Blanco’s set was sonically superior. He could have done more to entice the crowd, but not while guitar-strapped and keyboard-bound, and wearing the kind of shirt dads wear to collect their daughters from weekend ballet. Blanco should hire a stylist. Stage performance, after all, is a complete picture. Pop-rockers Sponge Cola’s guesting was predictable, having sung the event’s theme song. (Theme song. How quaint! But, hey, it was Valentine’s Day!) Their performance was nothing to judge the band with. But the crowd loved them, nonetheless, especially the vocalist who was practically off-stage and onewith-the-crowd for most of the band’s two-song stint. Capping Lovapalooza 2009 were Pupil, latest group

of ex-Eraserhead Ely Buendia. The fireworks-ridden performance was not that riveting, but not that bad either. While Bamboo and Blanco played to please, Pupil were onstage to play. Period. Buendia, however, was surprisingly more verbal and indeed tried to connect with the fans. He knew they were there for him solely. Though the Metro Philharmonic Orchestra lent its strings to augment the music. After all, what’s Valentine’s Day without romance?! Without strings!? Sadly, the Philharmonic were hardly noticeable, and the groups barely acknowledged them. Even the MTV VJ-hosts only mentioned them a couple of times. Having captured that definitive Valentine event, Lovapalooza will be back next year. As long as there are people who believe in love, trust the marketers to be around. march-april '09

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cents and values

Young Creatives Demonstrate Values in Advertising

by Nanette Franco-Diyco

ongratulations to the Ad Foundation of the Philippines and the Adspeak for the recently concluded second annual national advertising competitions among most of the country’s leading universities and colleges held at Colegio San Juan de Letran battling for top awards for the most creative and value-filled advertising. Great experience for the country’s future ad practitioners. Student delegates got their fill of a full-day advertising exposure and inspiration from renowned industry active practitioners: Nandy Villar, McCann World Group managing director; Robert Labayen, ABS CBN corporate communications head; Matec Villanueva, Publicis chairman and CEO; and Ricky Gonzalez, Publicis Jimbasic creative director. Nandy talked about strategies that would lead to values-filled advertising. Robert Labayen talked about youth advocacy while Matec Villanueva expanded on consumer insights, and Ricky Gonzalez went into the specifics of values in children.

Linda Gamboa, executive director of the Ad Foundation of the Philippines, and Eleanor Agulto, Colegio San Juan de Letran co-organizer of Adspeak, shared the complete listing of Adspeak’s participating schools: Ateneo de Manila University, University of Asia and the Pacific, University of the Philippines Diliman, University of Santo Tomas, Far Eastern University, Lyceum University, St. Paul University, Polytechnic University of the Philippines, University of Perpetual Help System DALTA, Adventist University of the Philippines, Olivarez College, Miriam College, Colegio de San Juan de Letran and Eulogio “Amang” Rodriguez Institute of Science and Technology. It was interesting to get the grand winners of the Adspeak print category from the Ateneo de Manila University (Camille Bautista, Jo Ann Cruz, Michelene Lagdameo, Joaquin Mendoza, Adrian Ortiz, Ma. Isabela Reyes, Samantha Sarabia) recount the laborious process leading to their win: “We barely had a week to prepare! We wasted no time in meeting to brainstorm. The

Seemingly endless brainstorming, a sleepless night, a love for penguins, and a pressing environmental issue = Adspeak ‘09 print ad winner. Throughout the day, the ads crowned recently with the industry’s Araw Values Advertising Awards were played and replayed to one of its biggest, most appreciative audiences. Finally, Director Henry Frejas’ Platinum awardee for UNICEF by ad agency Dentsu Indio got a great audience! (I said it before. I’ll say it again: Tragically, very few have seen this beautiful TV 90-seconder on child abuse which, per Araw Awards Chair Johnip Cua, was the awards group’s unanimous vote for 2008. Why? Because it needs the TV stations to adopt it and give it pro bono exposure to reach its target audiences. If the top dogs of these networks would talk of meritorious pro bonos absolutely worth espousing, this, for goodness’ sake, is it!)!

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following day we met over lunch to discuss what particular theme or value to feature. We all agreed that the care and concern for the environment was the most important because it was probably one of the more relevant themes. Also, as Ateneans, we were slowly becoming more conscious and aware of environmental issues. Our idea to use this value was partly inspired by Ateneo’s drive to protect Mother Nature, like the “bring your own baunan [lunchbox] system” and the like. Once we had decided to use this theme, we agreed to spend the night “brainstorming” individually and to meet the following day to throw around some concepts and pitch our ideas to each other. Some of our groupmates went online to

look at advocacy campaigns and photos to get inspired. Others read magazines, newpapers, even watched the news just to get some springboard for One Big Idea for our ad. “The next day, we all met and agreed to use global warming as our issue of choice. We decided that it was one of the most pressing issues today and it was important to our group to stay relevant. Our group pitched to each other, and we discovered that as different as our ideas were, there was one common threadour ads featured animals. We came to the realization that truly, it is wildlife that feels the effects of global warming and since they have no voice, why not give them one? Also, we decided that for a change, it would be interesting to use animals to get the message across. One of the members really liked penguins and thought that they would be the perfect spokespeople (or maybe more appropriately, spokesanimals) for global warming. We wanted to depict them in a situation that was both humorous at first glance but also showed the dark reality that faced the cuddly penguins we had chosen as our models. “Will Work for Ice” was beautifully executed by one of our members using adobe photoshop with nothing but his imagination (and willpower to stay awake!) he finished it in time for our pitch to our professor the next morning. He also created two other ads that had the same theme. We showed the fruits of our labor to our professor that

morning and she was taken by the cute penguins standing on a graffiti-laden sidewalk in a sinister neighborhood. The message was simple, direct and straightforward. And the art direction was a winner. We loved our ad and once it was given the go-signal for the competition, we rushed to the nearest printing shop. Right there in the middle of Katipunan we assembled our entry. “And so, seemingly endless brainstorming, a sleepless night, a love for penguins, and a pressing environmental issue = Adspeak ‘09 print ad winner.” Grand winners judged by the aforementioned Adspeak judges and featured speakers: Radio – Colegio San Juan de Letran, Karl Josef Videna; Television – Lyceum of the Philippines, Katrina Tapeng, Jeffrey Thomas; Campaign – Lyceum, Molina, Suares, Reinoso; Print – Ateneo de Manila University, Camille Bautista, Sam Sarabia. To one and all, great beginnings for aspiring creative advertising practitioners!

NANETTE FRANCO-DIYCO is a faculty member of the Ateneo de Manila University and the University of Asia & the Pacific. She also writes a weekly advertising column in BusinessWorld and a bi-monthly marketing column in Food & Beverage World Magazine.

CREATIVE SHOWCASE \ REGIONAL

Ad Title: "City", "Pelican", "Alpines" / Agency: JWT SHanghai / Advertiser: Cemal Cemil Bubble Gum Store Creative Director: Yang Yeo, Nick Morgan / Art Director: Amy Koo, Nick Morgan / Copywriter: Rafael Freire, Nick Morgan / Print Production: Liza Law, Joseph Yu, Tao Shen / Photographer: Jonathan Tay Retouching: Sebastian Lee / Production House: CLIQ Pte / Producer: May Wong

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CREATIVE SHOWCASE \ REGIONAL

Ad Title: “Choked” / Agency: Ogilvy Jakarta, Indonesia / Advertiser: PT Ultra Prima Abadi Creative Director: Glenn Alexander, Alfa Aphrodita / Art Director : Alfa Aphrodita, Yogi Wiweka / Copywriter: Glenn Alexander Photographer: Leonardus Bramantya, Glenn Alexander, Heru Sur yoko, Yogi Wiweka / Print Production/ DI/ Prop Maker: Aldo Khalid / DI Artist: Heru Sur yoko

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CREATIVE SHOWCASE \ REGIONAL

Ad Title" Color Blind" / Agency: TBWA\ Vietnam / Advertiser: LEGO / Creative Director: Birger Linke / Art Director: Apol Sta. Maria Copywriter: Birger Linke / Photographer: Teo Studio

Advertiser: AGS Four Winds / Ad Title: "Bath Room", "Living Room" / Agency: Saatchi Thailand / Executive Creative Director: Andy Greenway / Creative Director: Joel Clement / Art Director: Kittitat Larppitakpong, Joel Clement / Copywriter: Teewin Tientongtip, Joel Clement / Production House: Passion Pictures / Editing/Post: MFX / Music/Sound: FUSE

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CREATIVE SHOWCASE \ REGIONAL

JWT Singapore were briefed to create awareness that Singapore-based SilkAir is a full-service airline. They took over cinemas in Singapore to demonstrate the Silk Air experience. Ad Title: Silk Air "Cinema Takeover" / Agency: JWT Singapore / Advertiser: Silk Air / Creative Director: Tay Guan Hin, Ali Shabaz / Art Director: Liyu Minzie / Copywriter: Clarence Chiew / Media agency: Mindshare / Media planner: Charmaine Deng / Director: Melvin Mak / Production company: Rushes / Post production: Iceberg

Ad Title: "Al Gore", "George Bush" / Agency: TBWA\ Vietnam / Advertiser: Greenpeace / Creative Director: Birger Linke Art Director: Marge Albito / Copywriter: Fanindra Jain / Photographer: Teo Studio

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CREATIVE SHOWCASE \ REGIONAL

Ad Title: Fedex "Toy", Print Ad / Agency: BBDO Singapore / Advertiser: Fedex / Creative Director: Jagdish Ramakrishnan / Art Director: Ivan Hady Wibowo Copywriter: Joji Jacob / Photographer: Invy (Shooting Galler y) / Retoucher: Wishing Well / Account Service: Jean-Paul Burge

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CREATIVE SHOWCASE \ REGIONAL

Ad Title: CEPF "Shan Shui (1/2/3)" / Agency: JWT Shanghai / Advertiser: CEPF / Creative Director: Yang Yeo / Art Director: Lillie Zhong, Yong Liang Yang / Copywriter: Jacqueline Ye, Rafael Freire / Designer: Sean Tang / Print Production: Liza Law, Joseph Yu, Tao Shen Photographer: Yong Liang Yang / Illustrator: Yong Liang Yang

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CREATIVE SHOWCASE \ REGIONAL

Ad Title: "Cards", "Cutout" / Agency: Agency: Whybin\TBWA, Sydney, Australia/ Advertiser: ASCA (Adult Survivors of Child Abuse) Executive Creative Director: Garr y Horner / Creative Director: Matt Kemsley / Art Director: Dave Lidster / Copywriter: Steve Dodds Illustrator: Ben Godfrey / Photographer: Derek Henderson

Ad Title: Mercedes Brake-assist Plus "Pram", Print Ad / Agency: BBDO Singapore / Advertiser: Daimler Singapore Creative Director: Jagdish Ramakrishnan / Art Director: Andrian V. Pranata, Ivan Hady Wibowo / Copywriter: William Mathovani Photographer: Sebastian Siah (Shooting Galler y) / Retouching: Reina Teo (Wishing Wellâ&#x20AC;&#x201D;The Imaging Station), Wei Xin Account Servicing Credit: Lim Lee Huang / Client Contact: Patricia Ho

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