adobo magazine | March - April 2010

David Droga

The creative genius that’s changing advertising SUPER BOWL AD REVIEW

2010 PRESIDENTIAL Marketing

ADFEST Postponed!

McCann’s Dooner hands the reins to Nick Brien

PROFILE OF A LEGEND Meckoy Quiogue

MAD ABOUT The Independent Life

JWT’s Top 10 Trends of 2010

Gunn Report 2010

2010 KIDLAT PRIMER

CREATIVE REVIEW Steve Elrick, BBH Singapore

EXCLUSIVE Patricians of Print

SPECIAL SUPPLEMENT Print Publications Showcase

Issue #26 Mar-Apr 2010 Philippines P180 Indonesia IDR 100k Malaysia MYR 15 Singapore SGD 10 Hong Kong Thailand

Issue #26 Mar-Apr 2010 P180

The Word on Advertising

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Get to know the real Queen of Media The Patricians of Print

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TOP STORIES

Dooner steps down

at McCann Worldgroup 20 Top 10 Trends of 2010 06 AdBoard vexed by by-laws

EXCLUSIVE 75 Patricians of Print

Sandy Prieto-Romualdez, PDI Miguel Belmonte, Philippine Star Lisa Gokongwei, Summit Media

104 2010 Presidential MARKETING

REGIONAL

40 Ali Shabaz is CCO at Grey Group 41 Grey Group's Eye on Asia 43 ADFEST Postponed!

GLOBAL 46 Hakuhodo Kettle's Sony campaign 56 Cannes update 52 GUNN REPORT 2010 58 $B44: ADVERTISING ON AUTOPILOT MAD ABOUT 122The Independent Life 14 2010 KIDLAT PRIMER

PROFILE 62 David Droga 98 Meckoy Quiogue

EDITOR-IN-CHIEF

DIGITALSCAPE 85 How advergaming can help

SENIOR CORRESPONDENT

your brand

84 Peter Sells on how mobile sells

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28 32

FAREWELL

Cerge Remonde

ENTERTAINMENT REVIEWS BOOK REVIEW: The Element RESTAURANT REVIEW: Bowler

CREATIVE REVIEW 34 by Steve Elrick

BBH Singapore

PRIVATE VIEW 108The Bigger Picture by Cid Reyes 112Logic & Magic by Bong Osorio

REGULAR FEATURES

Ad Nauseum

Adobo centerfold Ads of the Month

Ambush

Bang for the Buck R3 New Business Scoreboard Regional Showcase

Truth in Advertising

ANGEL GUERRERO

EDITOR

CYNTHIA

DAYCO

HARRY MOSQUERA

SENIOR WRITER

AYE UBALDO

COLUMNIST

BONG OSORIO CID REYES

CONTRIBUTING WRITERS

IGGY JAVELLANA IRMA MUTUC JAIME ORTEGA JELL TORDESILLAS ART DIRECTOR

LECH VELASCO EDITORIAL ASSISTANT

NICA SERRANO LAYOUT ARTISTS

FRANCES ALVAREZ BRIAN SERGIO CONTRIBUTING ARTIST

JED-ANGELO SEGOVIA

CONTRIBUTING PHOTOGRAPHER

PAOLO RUIZ

BUSINESS & COMMUNICATIONS MANAGER

IDA TORRES

MARKETING & SALES EXECUTIVES

PHILIPP BALBUENA LIEZL MONTEMAYOR

FRONT COVER PHOTOGRAPHER: Bob Guerrero

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topstories Dooner steps down at McCann Worldgroup

Nick Brien takes the reins His is the new face of McCann.

Well, by April, anyway. Nick Brien was named CEO of McCann Worldgroup and Chief Executive of McCann Erickson in early January. The global advertising industry is in rapt attention as Brien succeeds incumbent John Dooner.

The 61-year old Dooner, who is expected to remain Chairman throughout 2010, became CEO of Interpublic in 2000. From McCann comes 40 percent of Interpublic Group income. Having lost big accounts including Microsoft and Pfizer with Dooner as CEO, Dooner stood down and returned to agency work. Upon his retirement, he will reportedly get US$2.5 million per year for 15 years.

Interpublic Group’s largest agency network, McCann Worldgroup is expected to benefit heavily from Brien’s appoint-

ment. As CEO of Mediabrands, Brien is credited with overhauling Interpublic Group’s media outfits that include Universal McCann, Magna Global and Initiative. Brien, was Universal McCann’s CEO in 2005, before taking the helm of Mediabrand in 2008.

Not exactly a surprise to industry insiders, the choice of Brien is understood to stem from his turnaround ability achieved using new hires, and introducing his own agency mode. Brien’s masterstroke kept the agency’s key clients, foremost of which is Johnson & Johnson and its billion-dollar account. He is reportedly already initiating moves to beef up McCann’s digital capabilities.

In November 2009, Michael McLaren took the post of Regional Director of McCann Worldgroup Asia-Pacific and

Fox International Channels

sets up Fox One Stop Media for 37 channels in the Philippines

Nick Brien

McCann Japan president and CEO, replacing Kevin Ramsey from the latter’s two-year stint.

Top on McLaren’s to-do list was to raise the network’s digital performance.

Mark Ingrouille, then McCann Worldgroup Southeast Asia chief, announced his departure in December, after only two years at the post, to take effect February 2010. Ingrouille’s departure is reportedly due to a regionwide restructuring initiated by McLaren.

Elsewhere in the region, Monica White was promoted to CEO of McCann Thailand in February, while McCann WorldWatch more TV! That’s exactly what the people in Fox International Channels (FIC) want people to do. FOX ONE STOP MEDIA (FOSM), its ad sales hub in Asia Pacific representing FOX, STAR and National Geographic, held a trade launch in Rockwell last January 27.

The broadcast entertainment giant re-launched its massive, crossmedia shows package in the Philippines, and Sonia Jackson, its senior VP for Marketing and general manager for Philippines and Hong Kong, is on top of the marketing operations in the country, as well as offices in the regional agencies.

[The objective] is to get all our channels distributed as widely as possible, and to get local feeds as well.

Sonia Jackson and Adel Chik of Fox International Channelsr

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“FOSM was established as a separate in-house ad sales network where clients can access any one of regional and local channels, productions and events.We have tailor-made campaigns for clients anywhere in the world, (and) access cumulative subscribers,” explained Jackson.

FOSM has had stand-alone operating units in Japan, India, Australia, the Middle East, Taiwan and China. Expansion in the region currently involves the Philippines,

group Singapore saw new hires and promotions in creatives and planning. Tony Savarimuthu, CEO of McCann Worldgroup Singapore and Malaysia, took on the Singapore territory during the shifting at the end of 2009.

In the last six months, McCann Worldgroup has undergone a number of toplevel personnel changes. For an industry giant, that speaks volumes. Brien’s appointment comes with expected results.

Described as a magician in industry reports, Brien in the driver’s seat may just be the start of McCann’s magic carpet ride.

Malaysia, Indonesia and Thailand.

The head office is in Hong Kong where 17 channels and creatives are.

“The Philippines brings a significant audience (for FIC) in Southeast Asia. [Of the channels] STAR is the most mature [in the country]. It has been here since the mid-90s, and National Geographic was during the early 2000s,” says Jude Turcuato, territory director for the Philippines. “[The objective] is to get all our channels distributed as widely as possible, and to get local feeds as well. Eventually, there will be no reason why all channels shouldn’t be Philippine feeds, local entertainment productions and events. Possibilities are endless with the strong brands that we’ve got,” Jackson added.

In October, the News Corporation company, Fox International Channels expanded its roster based on three top-of-mind brands: FOX, STAR and National Geographic in Asia. The huge move consolidates nearly 37 channels with the likes of FX, FOXCRIME, FOX, FOXLife, FOXMovies, FOXHistory &Entertainment, FOX Sports, STARWorld, STARMovies, Channel [V] International, National Geographic Channel, Nat Geo Adventure, Nat Geo Wild, National Geographic ChannelHD, Nat Geo Music, Baby TV and TvN, now available across 13 markets in Asia.

topstories

Starcom’s Maralag is new President and COO of GMA Marketing no one will argue that she is most Lizelle Maralag announced that suited for this role.” she is going to GMA, a local top TV “We would like to express network, as Marketing president our heartfelt thanks to Lizelle who and COO, replacing Meckoy has dedicated many years of her Quiogue. energy and passion in building the Maralag broke the news to her Starcom Philippines operation from staff on the last working day of Dea 16-person outfit to its 150-strong cember 2009, but kept the industry market leadership position today.” guessing, until she informed her Known for her aggressive Integrated Marketing Communicanegotiation skills tions students in and no-nonsense UA&P. Though no Observers have attitude, date has been set, wondered who Maralag was it is reported she involved in will start in GMA could possibly be a number after a long vaca- big enough to fill his of industry tion. debates and Maralag has shoes, but Maralag’s controversies. been Starcom Me- larger-than-life diavest's Manag- persona and business It should be interesting to ing Director since the late 1990’s after acumen should make see how she fares with Atty. a long career with her a shoe-in.

Felipe Gozon, JWT. The media agency recently won Gold for Best Lo- chief executive officer and chairman of GMA Network, who also has a cal Campaign and Silver for Best Use reputation of his own. of Creative for Unilab’s “Skelan NaMaralag replaces Meckoy tionwide Church Invasion” campaign Quiogue, who retired at the end of in the first Media Thinking Awards, 2009 after helping to bring GMA beating entries across Asia Pacific. to the top of the TV ratings in the Jeffrey Seah, CEO, Southeast Greater Manila Area.

Asia, Starcom MediaVest Group, Observers have wondered who said: “We would like to wish Lizelle could possibly be big enough to fill the best as she embarks on a new his shoes, but Maralag’s larger-thanchapter in her life. To take on one life persona and business acumen of the biggest marketing jobs in the should make her a shoe-in.

Philippines is no mean feat, and

BBDO Guerrero/Proximity Co-ECD Quits, Changes Careers Joel Limchoc, the art-based half of a two-man ECD team, announced his resignation from BBDO’s Manila office last February 15, but he is not leaving for another agency. He is dropping the “Joint Executive Creative” from his title instead, to concentrate on directing TV ads.

Simon Welsh’s co-ECD since 2008, Limchoc ranks no. 2 among Philippine-based creatives in the Campaign Brief Asia Rankings, a position he has enjoyed for the last two years. (His employer David Guerrero is no. 1.) He is also the youngest member ever inducted into The Creative Guild’s Hall of Fame.

During his six and a half years with BBDO Guerrero/Proximity, he directed 14 TV ads; many of them, low-budget spots for the agency’s advocacies. Last Christmas, he helmed BBDO Guerrero/Proximity’s viral for ChildHope.

Getting reacquainted with the director’s chair, he told adobo, “I remembered how much I enjoyed it.”

And that was that.

Friends and colleagues said that it was no secret that he dreamed of becoming a director, even as far back as two years ago. BBDO Guerrero/ Proximity Chairman and Chief Creative Officer David Guerrero said he was fully supportive of Limchoc’s decision.

Nevertheless, Limchoc leaves a big pair of shoes to fill, so for agency heads, here is the moral of the story: If your client cannot afford a good director for his TV spot, shell out the money yourself.

Limchoc has been creative director and head of art of BBDo for four and a half a years before promoted into Co-ECD with Simon Welsh.

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JEH United

strengthens creative team with Dahn and Kitti Internationally awarded Thai creative Dahn Weerachon, steward of BBDO Thailand's Suthisak Sucharittanonta, recently joined JEH United, a high profile and multi-awarded independent Thai agency.

Jureeporn Thaidumrong, founder of JEH United and creative behind Thailand's celebrated TV campaign for Smooth E, boosted her creative team further with the hire of Kitti Chaiyaporn from Publicis.

Of the hires, Thaidumrong comments, “Weerachon and Chaiyaporn are both ECDs and Partners of the agency since beginning of this year to strengthen our creative power."

Jeh United recently moved to its new office in Sukhumvit Soi 20 in Bangkok.

newsline

Lowe Manila launches brand consultancy and research division

Lowe Counsel is the new brand consultancy and research division of Lowe Manila, providing strategic and innovative insights to local companies who seek a deeper understanding of the Filipino market.

More than just traditional market intelligence research, Lowe Counsel provides the key—an international thought leaders network—for local companies to have a chance to dominate and capture their market.

“Emerging consumer behavior and attitudes are studied, investigated, and analyzed closely even before it becomes mainstream.

Lowe Counsel’s in-depth research also provides real-time insights into consumers’ lifestyle. This way, clients can then easily formulate future directions, opportunities, threats and strategies in pursuing their target market,” said Richard Welch, co-director of Lowe Counsel. In the Philippines, Lowe Counsel is represented by Bang Gutierrez, Lowe’s VP-Brand Planning.

PANA celebrates first PANATA Awards

Portia Catuira named new managing director of TBWA/Mangada Santiago Puno The Philippine Association of National Advertisers (PANA) rolled out the winners of its first PANATA Awards last January 2010.

PLDT/SMART’s “Ako Mismo” (I, myself) emerged as the biggest winner with four nominations, three Silver awards and the only Gold Award. An Abueva-designed trophy was given to the Gold winner. A Recognition of Excellence trophy was also awarded to Tribal DDB as creator of “Ako Mismo".

Known for family-centric values, and for clean, youthful fun, Nestlé won a Silver Award for Nescafe Classic “Home” TVC. The PANATA Awards recognizes excellence in marketing communications that generate positive values, and is at the core of the awards the country’s advertisers have created. For the complete list of winners, go to www.adobomagazine.com

New MJ DVD “This is It ” to feature Cebu dancing inmates

TBWA\Mangada Santiago Puno appointed Client Service Director Portia Catuira as the new managing director, replacing Managing Partner Tong Puno, who retires at the end of the year.

In an email interview with adobo, she shared that she has been tasked with overseeing the profitability of the company, as well as coordinating with the regional and global offices of TBWA. She will also be dealing with the business development side of operations, and also the training and development of employees and staff. Melvin Mangada will continue to handle the creative, design and interactive departments while Jimmy Santiago is on top of Tequila and Operations. Tong Puno will remain as head of Finance until his retirement.

Catuira has been with TBWA since 2004. She started as account director then became the Business Unit director in 2006. She has served as the Client Service director since 2008. She has been involved with several award-winning campaigns including Boysen, Alaska Milk and the recent Dolfenal viral video.

She believes that she will bring a bit of exuberance to the already globally renowned agency, which was named Agency of the Year in the 2009 Araw Awards last November. When asked how it felt to be in the company of TBWA’s successful triumvirate, she answered, “The four of us will make a good story, the beauty and the best!”

AdBoard elections tested by By-laws revisions and emotions After a tense assembly last February at the Manila Polo Club, a new set of officers, composed of mostly old faces, was elected by the Advertising Board of the Philipines (AdBoard).

Andre Kahn, representing the Association of Accredited Advertising Agencies of the Philippines (4As-P) became AdBoard chairman for the fifth time.

Tessie Celestino-Howard of the Independent Blocktimers Association (IBA) was elected vicechairman. Completing the 2010 officers are: Rick Hawthorne of the Advertising Suppliers Association of the Philippines (ASAP), corporate secretary; Alden Castañeda from Marketing and Opinion Research Society of the Philippines Andre Kahn

In 2007, the Cebu Provincial Detention and Rehabilitation Center inmates became a worldwide YouTube hit with their en masse dance number of the Michael Jackson hit, “Thriller”.

Known to have interested the late King of Pop himself, the inmates will appear on the “This is It” DVD. The new video includes a medley of Jackson songs in a routine designed for the “This Is It” farewell tour.

Sony Pictures Senior-VP/Worldwide Publicity Fritz Friedman has partnered with local production outfit Abracadabra, Inc., in-charge of overall production and facilitation, and Revolver Asia contributed director AF Benaza. Ernest Escaler’s Main Cast bridged the ad hoc unit to Sony Pictures headquarters in Los Angeles. Travis Payne, Jackson’s long-time choreographer, flew in to take part in the tribute.

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(MORES), treasurer, and Raymond Arrastia4As, PR & information officer.

The event began innocuously enough.

Charmaine Canillas, outgoing chairman, sought the ratification of revisions to the By-laws.

Namely, Section 2, which approved the Internet and Mobile Marketing Association of the Philippines (IMMAP) and the Media Specialists Association of the Philippines (MSAP); and Section 9, a re-allocation of the 18 seats to accommodate the two new members.

ASAP and Outdoor Advertising Association of the Philippines (OAAP) countered with moves to defer.

“This is an emotional issue,” OAAP chairman Joe Vale asserted, questioning the validity of the By-laws, which appeared not to have been properly filed with the Securities and Exchange Commission (SEC) since 1989 despite a number of changes, specifically to Section 2, which names the members.

A chasm appears in the AdBoard regarding IMMAP and MSAP, whose memberships were approved by previous boards of directors, but

newsline After a successful mounting of the Araw Awards at the recent Philippine Advertising Congress, Raoul Panes sets his sights on the Cannes Lions.

At the 2010 Cannes Lions Advertising Festival, the Leo Burnett executive creative director will be the Philippine member of the Radio Lions jury, in what he considers a rare privilege, albeit challenging.

Of the challenges, Panes remarked, “I appreciate those that defy clichés and

conventions. World-beating ideas. Would be great to hear creative use of the medium as well.”

“I’m grateful for the trust being given me,” said the new jury member of the world’s most prestigious international advertising festival.

Nevertheless, it’s a daunting task Panes looks forward to.

“I have to get my ears ready for hours and hours of radio!” he added in jest.

On a more serious note, he goes, “I always bear in mind that radio that works is radio that engages the consumer: the laundrywoman, the truck driver, the night-shift worker, the college kid—and not ad geeks.”

After a successful year in the awards department in ADFEST and Spikes, Panes expressed

I always bear in mind that radio that works is radio that engages the consumer: the laundrywoman, the truck driver, the night-shift worker, the college kid— and not ad geeks.

Leo Burnett ECD Panes joins Cannes Lions 2010 Radio jury

without approval of the general membership— and upon whose entry has required a reallocation of seats, with PANA and the 4As-P donating a seat each.

On behalf of MSAP, Mitos Borromeo stressed, “We are not here to vote; that’s not our objective.

We want to be members (of AdBoard).”

Art Policarpio, IMMAP outgoing president, added that Digital was “now very much a part of the overall marketing and communications mix. Hence, the need for the industry to be represented in the AdBoard through IMMAP.” In the end, the membership of both IMMAP and MSAP was resolved, although neither can nominate or elect officers yet.

Moreover, it was agreed that review committee would be formed and granted a 60-day period to sweep the By-laws of its cobwebs.

But the election had just begun.

First, despite a previous discussion on who was open to running, Lucien Dy-Tioco of UPMG declined two positions, namely Treasurer, and PR & Information Officer.

Likewise, incoming Philippine Association of National Advertisers (PANA) President Margot Torres declined her nomination as vice chairman, to the disappointment of PANA and a number of supporters.

positively, “The best thing to happen is the Philippines, after a bumper crop in the shows last year, does even better in Cannes.”

Previous Philippine creatives who have participated as Cannes Lions jurors include Emily Abrera,Dave Ferrer, Leigh Reyes and David Guerrero.

Guerrero was the President of the Radio Lions Jury in 2007. The Philippine Daily Inquirer is the Philippine representativ to the Cannes Festival

Insiders pointed to another discord between members. Some wanted Torres to run for AdBoard chairman, but other members blamed her for the financial shortfall of the last Philippine Advertising Congress (PAC).

In refusing the nomination, Torres addressed the blemish on her record as PAC overall chairman.

“I am doing this to own up to the results, and to place value on a person’s track record. We must all be wary and cognizant when we nominate and elect leaders to this Advertising Board.”

As a result, all member associations were represented among the officers, save for PANA. “Rest assured PANA will remain active in moving this industry forward,” added Torres.

To bring closure to the night’s drama, Kahn asked the members to focus on more pressing concerns.

“Tonight’s exercise an indication that we must rethink the relevance of the AdBoard.

We must find meaning for our existence. The industry has gone through major changes, and the AdBoard has got to adjust to this new scenario. Changes need to be made, and need to be made quick,” pressed Kahn.

“It is imperative that tonight’s exercise should be a show of unity and not one of division.”

The Lopez Museum unfolds into the digital age

The Lopez Museum was inaugurated on February 13, 1960. Celebrating its 50th anniversary at the Rockwell Tent last February 18, 2010, the museum launched its commemorative publication “Unfolding Half a Century”.

“As [the Lopez Museum] looks forward to its next 50 years, the mission remains unchanged. That is to teach through the objects and artifacts it houses, for those who care to reach back to a past in order to develop a clear sense of future as a nation and as a people,” said Oscar M. Lopez, chairman of the Board of Trustees of the Eugenio Lopez Foundation, Inc. Already abreast with the new century, the Lopez Museum has implemented modern means by which to be more relevant and accessible. Their website www. lopez-museum.org/ is in touch with what is appealing to the youth. It has also been aggressive in digitizing material and making them accessible virtually through the World Wide Web.

ASAP elects Hawthorne as chairman and re-elects Velez as president

The Advertising Suppliers Association of the Philippines (ASAP) elected its officers and board of directors for 2010 last January 12 at the ASAP office.Re-elected as chairman is Rick Hawthorne, managing director for Industry Relations of Roadrunner Network Inc. Allen Velez, Events Pool president, takes a second year as association president.

Reprising their positions are Alex Raul Blay, SounDesign president, and Nicolette Mallari of Design Archipelago as VP-External and secretary, respectively.

“Awesome Philippines” shortlisted at the 2010 Valencia Festival

Media Contacts’ “Awesome Philippines” campaign for the Department of Tourism was shortlisted in the “Best Targeted Campaign” category at the 2010 Valencia Festival of Media

Awards.

The Valencia Festival recognizes the most effective and most creative media campaigns, reflecting the continually shifting international media and marketing landscape.

Winner will be announced on April 20 during the Festival Gala.

For the same campaign, Media Contacts bagged Gold at last year’s Araw Awards, and paved way for their “Araw Media Agency of the Year” win. march-april '10

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OAAP AND GO TRANSIT Involved in Dispute

The Outdoor Advertisers Association of the Philippines and Go Transit Media Group Inc., the Philippine office of Australia’s largest service provider of transit ads, are now in a bitter dispute over “false and patently misleading” statements that OAAP allegedly made against Robert Henry, Go Transit’s chairman and the company itself.

In a letter dated December 1, 2009 and addressed to Nandy Villar, then the chairman of the Association of Accredited Advertising Agencies – Phils. (4As-P), OAAP President Joe Vale allegedly requested the 4As-P’s “kind assistance in preventing this person (Henry) and the corporation he represents from belittling and disregarding our national laws by not patronizing their business and by reporting to us all their acts relative to the conduct of mass media and the advertising business.” OAAP also allegedly filed a complaint against Henry himself with the Bureau of Immigration and Deportation (BID).

Having obtained a copy of the letter, Go Transit demanded, through its lawyer Atty.

Raymond Fortun, a letter of retraction from OAAP to all members of the 4As-P and to publish it in the Philippine Daily Inquirer and Manila Bulletin. Otherwise, Go Transit would file civil and criminal cases and hold OAAP liable for actual and moral damages. The demand letter also stated that BID has already

SIR MARTIN SORRELL Disastrous 2009 bouyed by positive start to 2010

With the positive results of the first quarter of 2010, it might be expected of advertising to share in the buoyant mood. Above all, the world’s biggest advertising holding company, WPP. Recently, WPP Chief Executive, Sir Martin Sorrell told BBC that he was “staring into the abyss” during the economic crisis of 2009.

In the first two months of the year, WPP has already raked in half its total earnings of 2009. New business worldwide has accounted for US$2 billion, perhaps an indication of vertical growth.

The network is hopes that major world sports events, including the FIFA World Cup and the Asian Games in China, and the BRIC—Brazil, India and China—will deliver the income points for the balance of 2010.

In 2009, WPP stayed afloat at the expense of thousands of jobs and other drastic cost cuts. Describing the company as “slow to react” to such indications, Sir Martin expressed that more jobs should have been cut in the first half of the year, but that doing that would have damaged the network.

But for the advertising giant at the edge of disaster just a year ago, WPP seems determined to maintain its footing barely at the brink of success.

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granted a Quota Immigrant Visa to Henry, legitimizing his stay in the country.

When asked about OAAP’s response last March 1, OAAP’s legal counsel Atty. Troy Bañez, said that both parties are trying to settle the matter amicably. “All OAAP wants is to protect the industry and to settle the matter so that no party will be further damaged by this matter,” Bañez explained.

But an OAAP member told adobo that the organization was concerned over the legality of Go Transit’s business in the Philippines as well as the threat of monopoly in the transit ads industry. He claims that these concerns are backed up by facts and documents that cannot be disclosed at this time.

However, in an email interview, Henry disclosed that OAAP did submit a retraction, but Go Transit rejected it “as being unsuitable considering the severity of their protracted and unfounded attack on the reputation of both myself and my company.”

He also shared that the company has suffered considerable losses due to the “scare tactics” of OAAP, but that it still has the continued support of the 190 Philippine bus operators that controls 85 percent of the total nationwide fleet.

“Go Transit is a law-abiding and legitimate company and will continue to defend its legal rights with undying vigour across all platforms and at all levels.” Henry stated.

McCann Erickson wins BPI account The Bank of the Philippine Islands (BPI) portfolio was awarded to McCann Erickson at the end of February.

McCann Erickson emerged victorious after a five-way, tworound pitch this prime account in the local banking industry. The agency was awarded full creative duties for BPI Credit cards, Preferred and AMTG (Asset Management and Trust Group), Deposits, BPI Express Online, BPI Direct, and Institutional.

McCann Erickson also remains as the incumbent agency for BPInoy and BPI Family brands, which includes Housing Loans, Auto Loans and SME. The agency’s Managing Director Nandy Villar says, “It is a privilege for McCann to contribute to the continuing brand-building of an institution that bears a rich heritage such as BPI.” Several agencies were invited to pitch, including BBDO Guerrero/ Proximity, Dentsu, Lowe, Publicis and Y&R. After the briefing, the incumbent agency Y&R withdrew for undisclosed reasons.

Presentations were made during the last week of January.

Matthew Rosen leaves Unitel and goes up 88 Storey Veteran director Matthew Rosen, who has been a pillar at Unitel for over two decades, made a final break with the film production house and signed an exclusive arrangement with 88 Storey Film. Rosen is a soughtafter talent, known for his storytelling skills, deft hand with special effects and congenial demeanor. Born in the UK, he first moved to Manila in the Eighties as a young upstart who taught Philippine TV networks how to produce music-based TV programs, but he eventually moved to TV advertising and signed up with Unitel. With the exception of a short break in the Nineties, he worked with the production house on retainer until 2009.

Citing his growing interest in feature film production and other non-advertising projects, he eased off Unitel’s retainer.

When he made the break at the beginning of the year, he soon found several production houses at his door. At the head of the line was 88 Storey Films. “88 were the first people that asked to talk to me, and I liked 88.

I didn’t want to go in-house

because I have my own shop, but if they want to look after me, then I’m well up for that. They’re a very good shop.” Sid Maderazo, director and managing partner at the 88 Storey Films said, “We are all very excited with Matthew’s move to 88! Personally, I’ve always looked up to him as a director, having worked with him before when I was still an art director in McCann. I love his visual style, and his strength in technical projects, and he’s supernice guy, to boot!”

Unitel has nothing but nice words for the director, too. Its vice president for Client Services and Operations, Maricel Royo, said “It’s phenomenal that we were together for more than 20 years. I think it’s more than what we can ask for.” When asked if Rosen’s departure will have a negative impact on Unitel, she replied, “While we will surely miss Matthew, I don’t think so. Aside from Jun Reyes, we have other directors.”

Unitel’s stable currently includes directors Martin Arnaldo, Erin Pascual, Nicolo Reyes and Paolo Abella.

4A’S new officers inducted

It’s the changing of the guard at its truest sense as the new batch of Association of Accredited Advertising Agencies – Philippines (4As-P) board of directors took their oath last February 2010 at The Zone, Makati. For the first

time in its history, nearly all of the officers and directors (except for two) are new faces in the organization. They are expected to uphold the organization’s goal of fostering unity and cooperation

among its different members and all sectors of the advertising industry. The oath-taking was held at their first General Membership Meeting that had the theme “Team 4As. We Are One.” The 4A’s Officers and Directors are: (L-R): Andre Kahn (J Romero & Associates), Director; Golda Roldan (JWT Manila), Director; Portia Catuira (TBWA /SMP), Director; Boboy Consunji (Campaigns & Grey), Comptroller; Dino Laurena (McCann Worldwide Group), Treasurer; Gigi Garcia (Ace Saatchi & Saatchi), Board Secretary; Ruwel Loyola (Workshop One) Vice-President; JR Ramos (Publicis JimenezBasic), President; and Raymond Arrastia (Leo Burnett), Chairman.

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movers SUSAN DIMACALI takes on a new position as the chairman of DDB Cares, the corporate social responsibility (CSR) arm of the DDB Group in the Philippines.

Dimacali served as Chairman to the 4As and the AdBoard, as well as program committee head of two successive Ad Congresses. She continues to serve as business adviser for the DDB Group of Companies.

Former media strategist DIMPLES CRUZ now leads as managing director of Touch DDB and Head of DDB Media. !

Previously the managing director of OMD Philippines, media veteran MALU VASALLO is appointed as managing director of Mediaedge:cia (MEC) tasked with Business and !

Product Development.

Vasallo’s client service leadership and integrated marketing experience were honed with clients that include VISA, Watsons, Johnson & Johnson, Jollibee foods, BPI/Ayala and Warner Bros., to name a few. She was also the vice president of Universal McCann for seven years.

The Advertising Standards Council named JUN ALCANTARA as its new general manager. He is a practitioner of various fields including marketing research, brand management, ! sales promotions and special events management, and has been an active panelist of the Advertising Standards Council since it started operations in April 2008.

He was PANA president for two years; AdBoard board member of its Advertising Content & Regulation Committee; and the Advertising Foundation of the Philippines founding pillar and director.

Advertising industry executives ANTONIO MIGUEL MERCADO and MIKO PABLO SALUD joined ABS-CBN as the new Sales and Marketing heads.

Prior to joining the TV network, Mercado was managing director of J !

Romero and Associates since 2008. He is now vice-president and head of Program Marketing tasked to oversee and handle the Program Marketing requirements across all network platforms.

Salud, on the other hand, takes on a new role as the Customer Development Group News head. He was previously VPBusiness Unit Director at DDB Media.

Singapore - Bates 141’s regional director for Southeast Asia, PETER SKALBERG, leaves the agency this March to take time off and focus on his family and personal life, says a ! report from Media.

He has been with the WPP network for 23 years, and has worked on some of Bates’ most notable accounts including Heineken, Ovaltine, J&B Scotch Whisky, American Standard, Shelltox and Mars.

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DM9 JaymeSyfu ECD Demata joins 2010 New York Festivals Grand Jury Not a bad way to start the year!

DM9 JaymeSyfu Executive Creative Director Eugene Demata joins the Grand Jury panel of the New York Festivals for 2010.

“I am honored to be part of this Grand Jury Panel which includes top creatives worldwide,” says Demata of the invitation he received in late 2009.

Demata joins more than 250 Grand Jury members from 60 countries that make the NYF Grand Jury the largest and most global.

The New York Festivals awards the best in television, cinema, print, outdoor, interactive, design, mixed media, collateral, radio and student advertising from more than 70 countries. For 2010, the New York Festivals include Event Venues, Best Sports Reporter, Best Interview, and Best Entertainment Newscast, as well as Best Boutique Agency, and Best New Agency Awards.

On the New York Festival’s online judging, Demata comments, “You have the time to see the entries at your own pace and no peer

pressure. It gives you the time to evaluate each work and judge fairly.”

“I like (its) anti-scam system that will allow the jury to put a suspected work for investigation. (It is) very democratic and efficient,” he

says, of the recent move by the NYF to discourage scam ads.

With the Philippines faring well in the New York Festivals of late, Demata adds brightly, “I hope our country will produce more metals this year.”

Eugene Demata

Tray Liner Advertising

A Deadly Combination of Proximity and Effective Couponing

Placem’ad is a fresh face in the advertising business. It's a non-traditional and friendly (read: non-intrusive) medium in major malls that captures the audience in their most receptive moments at the dining table.

It works through full-color tray liners on food trays. They capture the diner's attention from the time they line up for their orders to the time they leave the mall dining area.

That can span between 20 minutes to one hour.

That's more than enough to convey your message across.

Your coupons, surveys, or announcements come within easy reach of the audience, a good number of whom will certainly tear out your ad and take the short walk to your product or business inside the mall.

Once they're inside your stores, you know what to do next.

Check us out at www.placemad.com/videos/malls/ or contact us through 3939080 or inquire@placemad.com.

SEC orders Creative Juice\Manila to change its name What’s in a name? A lot, it seems. Take Creative Juice for instance. The Philippines has two companies of the same name, both offering advertising services.

There’s Creative Juice\Manila, which opened its doors in 2006. It was the first international office of the creative hotshop Creative Juice\G1, which had established a killer creative reputation from its base in Bangkok.

Like Tequila, Creative Juice\G1 is part of the much-bigger TBWA\ network.

While it has yet to match its mother company’s profile in the industry, the agency’s client roster includes Wrangler, Oishi and Splash Corporation. It is currently led by Managing Director Gigi Tibi.

Gigi Tibi of Creative Juice\Manila

Then there’s Creative Juice Communications Inc., also in Metro Manila. Active since 2001, Janice Crisostomo Villanueva started it as a single proprietorship and in June 2005 registered as a corporation Janice Crisostomo-Villanueva of under the Creative Juice Communications Securities and Exchange Commission (SEC). The company was also registered under the Department of Trade and Industry (DTI) and the Intellectual Property Office (IPO).

Its clients include Terry S.A./Havaianas, GlaxoSmithKline, and Rockwell Land Corporation.

Both companies are registered with the SEC. Despite the SEC’s stringent guidelines on company application and registration, no one in the commission noticed that not only did these firms share identical names, they also operated in the same industry.

In 2006, adobo magazine ran an article on Creative Juice/Manila. It was then that Crisostomo-Villanueva discovered the existence of Creative Juice/Manila, and notified the SEC.

SEC decided in favor of Creative Juice Communications on the use of the corporate name. Having ruled so, the SEC will require Creative Juice/Manila to change its name.

Creative Juice Communications registered with the SEC in June 2005; Creative Juice/Manila, in January 2006—just months apart. But what a difference a few months would make. “ ‘Juice’ is really my name. I have been using the name ‘Creative Juice’ as a trade name since it was a single proprietorship,” Crisostomo-Villanueva revealed.

“I was surprised that the SEC allowed the name when they are so strict about (corporate names),” she added.

In January 2010, the SEC decided in favor of Creative Juice Communications on the use of the corporate name. Having ruled so, the SEC will require Creative Juice/Manila to change its name.

Creative Juice/Manila, however, was given ten days to reply to the SEC. “ ‘Creative Juice’ is a brand of our global network and first used internationally since 2002. Thus, we are appealing the SEC decision,” said Gigi Tibi, Creative Juice\Manila managing director.

adobo main course

Mendoza’s “Lola” gets its first Philippine screening What a treat for adobo friends and film buffs. Last February 2, at the Greenbelt 3 Cinema, the adobo main course had a special screening of Cannes Filmfest winner, Brillante Mendoza’s latest movie “Lola”. Mendoza’s latest offering comes barely a year after the Best Director’s coup at the Cannes Filmfest.

More than 200 movie fans attended the adobo main course event.

Already known internationally, having won the Dubai International Film Festival Best Picture award late last year, the adobo main course screening of “Lola” (grandmother) is the first in the Philippines.

Power trio: Carpio, Film Editor Serraon, Medoza

Director Brillante Mendoza attended the event, along with Rustica Carpio, one of the lead actresses, and Kats Serraon, the film’s editor. After the screening, the trio shared their insights during an enthusiastic Q&A. More than questions, the viewers took to the mike to simply share their thoughts. A large number of foreigners in the audience expressed their admiration, proving that the film bridged the language barrier. (With the international release version still in France, the movie was shown without subtitles.)

“Lola” weaves the tale of two grandmothers at odds as a consequence of their grandsons’ actions. Against type, the movie highlights a generation almost alienated by youth and recklessness Previously rejected by a number of movie companies, Mendoza’s win at the recent Cannes Filmfest was the catalyst to get “Lola” off the ground.

With a Dubai Best Film win on its cap, three nominations at the Asian Film Awards, and an Official Competition entry at the Venice Film Festival, there isn’t much a movie that was filmed in 13 days could ask for.

The adobo main course screening of “Lola” was made possible by friends and supporters: adobo magazine, Abracadabra, Bayan, Optima Digital and VideoSonic.

Director Brillante Mendoza

adobo's Angel G. with actress Rustica Carpio march-april '10

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movers Singapore – In the process of growing and developing McCann Worldgroup Singapore’s core team, the agency announced two promotions within the creative team and a key appointment for the planning team. !

ANG SHENG JIN, currently senior art director, and JOSEPH CHEONG, currently senior copywriter, have been promoted to head of Art and head of Copy respectively. The Gold Cannes Lion-winning duo has been with the agency for close to two years.

India – Grey India hired MALVIKA MEHRA and AMIT AKALI as national creative directors.

The two are expected to bring a fresh perspective to an agency that has been nabbing large new business, and seeking to reposition itself as a creative leader in one of the region’s most buoyant advertising markets.

They will work on many notable brands that include Audi, Bharti Axa, Britannia, Deutsche Bank, Godrej Sara Lee, GSK Consumer Healthcare, ITC, Parle, P&G, Suzlon, United Spirits Ltd., Wyeth and 3M. Previously, Mehra and Akali worked for Ogilvy. !

Seoul – CHEIL WORLDWIDE, South Korea’s largest advertising and marketing agency, is expanding its presence in China, and is relocating to a new office in Beijing.

The new office premises, located at Mapletree Tower in Chaoyang District !builds on Cheil Worldwide’s presence in the region.

Previously, the agency’s office was at the Samsung China headquarters in China Merchants Tower, Chao Yang District.

The Beijing office, the largest of Cheil Worldwide’s existing four offices in the China region, will be managed by Yongsuk Kim, president and head of Regional China Headquarters.

Singapore – BBH Asia Pacific has hired Communications Planning expert SIMON KEMP to join its Engagement Planning team.

Before moving to Asia, Simon worked at ascension strategy consulting in London, where he helped develop global marketing frameworks for Unilever and InBev. He was a key member ! of the team that developed the “glass and a half full of joy” positioning that inspired Cadbury’s famous Gorilla campaign.

Thailand – Managing Director MONICA WHITE has been promoted to CEO of McCann Thailand, in recognition of her outstanding leadership and contributions over the years at McCann Worldgroup. !

Joining McCann in Thailand in 1993, White has taken on a variety of senior roles across the full range of McCann Worldgroup’s integrated marketing communication services. She has successfully led the company on a day-to-day basis and helped build the business in Thailand.

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The Philippine Association of National Advertisers inducted its PANA 2010 officers and Board of Directors last January 28, 2010 at the Mandarin Hotel. After a challenging 2009 which saw PANA host the 21st Philippine Advertising Congress, the new officers are up for 2010, which will see them focusing on Brand Camp, which will send young junior marketers to the Cannes Young Lions Marketers Competition and getting a resolution on the 21.4 minutes recommended program advertising.

The 2010 PANA Board of Directors are President Margot B. Torres, Golden Arches Development Corp. (McDonald’s); Vice-President Rudy B. Villar, Jr., SM Investments Corp; Secretary Darlene Chiong, Unilever Phils, Inc.; Treasurer Abby Chan, Citibank, NA; PRO Sandra Puno, Nestlé Phils. Inc.; Auditor John Rojo, Bayan Telecoms,Inc., and Executive Director Digna Santos.

Third Time’s the Charm For the third year in a row, the Kidlat returns to Boracay, “celebrating creative excellence in Philippine advertising— plus banana shakes, bikinis and beach towels.”

Since 1984, the Creative Guild has promoted Filipino creativity on behalf of the country’s 4As-P and Advertising Board (AdBoard). Each year, the Creative Guild awards the best work in the advertising and related industries, making it one of the most prestigious in the Philippines. And since it moved to Boracay in 2008, one of the most fun.

To remind everyone that this is really a serious event, organizers work hard in bringing the advertising industry’s creatives over, to review the year’s best work, network and learn from some of the leading professionals in the industry.

Also joining the Kidlat Awards Festival 2010: Pure Creativity are Tay Guan Hin of JWT Asia Pacific, who is also heading the Outdoor

jury at Cannes Lions this year; Eugene Cheong of Ogilvy Asia Pacific, Asia’s most awarded copywriter, as well as Marcus Rebeschini from Y&R Asia Eugene Chong Pacific, who has previously Ogilv y Asia Pacific been named “Advertising Person of the Year” by Campaign Brief Asia.

Once again, the Kidlat Awards Festival will again be at the Boracay Regency Hotel this year, from April 12 to 14.

This year’s Creative Guild Board include President David Guerrero of BBDO Guerrero/

Beach Babes & Big Changes YOUNG CREATIVES X 2

And the rest of the lightning throwers Raul Castro McCann Worldgroup

Merlee Jayme DM9 JaymeSyfu

Two teams of Philippine Young Creatives can enter the Cannes Lions Festival in June this year.

They will compete in the Film and the Cyber categories, under the auspices of the Creative Guild and generous industry sponsors. (This year, representatives to the Young Lotus were chosen before the Kidlat.)

NEW CATEGORIES

For 2010, the Creative Guild has expanded Outdoor, Integrated and Direct competitions, adding more technical and craft awards, as well.

Proximity Philippines; Vice President Kat Limchoc of PC&V; Director for Communications Dave Ferrer of JWT; Director for Young Creatives Ompong Remigio of Campaigns and Grey, and Director for Industry Noel Bermejo of McCann Erickson.

The co-directors for Competition are Eugene Demata of DM9 JaymeSyfu, Jake Tesoro of TBWASMP, and Raoul Panes of Marcus Rebeschini, Y&R Leo Burnett.

Joey Ong Bates 141 Manny Del Rosario Rocket Science

Leigh Reyes Lowe Manila, Inc.

Andrew Petch Ace-Saatchi & Saatchi

ADS OF THE DECADE

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As an ode to the end of the “Noughties”, the Creative Guild is choosing the Kidlat Ads of the Decade in TV, Radio and Print. All winners of Ad of the Year are automatically included, but if you feel the judges missed your work the first year around, you can reenter it…for a fee. march-april '10

Brandie Tan Sheila dela Cuesta BBDO Guerrero/Proximity Leo Burnett

Don Sevilla Publicis JimenezBasic

Jimmy Santiago TBWA\SMP

TAY GUAN HIN

Outdoor Lions Jury President Warms up in Boracay

J

WT Asia’s Pacific regional executive creative director Tay Guan Hin is no stranger to Philippine shores. With his exceptional creative reputation and willingness to teach and share (even with clients), he’s quickly growing his own fan club in Manila.

This March, he’ll visit Boracay—and judge the Kidlat Awards—for the first time, before preparing for his next stint as the president of the Outdoor Lions in Cannes. Because he’s in such high demand, adobo spoke to him and asked him to start sharing.

You’ve worked closely with Philippine creatives. What have you learned about the way they approach brand challenges?

“Quite often than not, we all approach briefs the same way. Question the truth; investigate consumer’s insight, and hopefully come up with a creative brand solution that’s fresh in your country.

“However, the work is judged globally because of the phenomenal spread of social media. This effectively raises the expectation of good work, no matter which country it comes from. Instead of solving a marketing issue, it’s better to give consumers a new experience. An experience which allows them to play with your idea. This experience usually creates an emotional bond that ultimately builds more affinity to your client’s brand.”

Aside from radio, what other categories can the Philippines own?

“Never underestimate Print. Philippine still do some good print and poster work which they can own.

“Outdoor is one of the few mediums that also has tons of potential.

Perhaps it’s good to focus on a category that gives you the best chance of winning. Instead of improving the work, a better strategy is to enter work in the right category which stands a better chance.

If you have one particularly strong piece of creative that could fit across a number of categories, how you package the same work to address different requirements will definitely increases your strike rate.”

Which Asian countries should we watch for in 2010?

“It’s good to be aware of which countries are doing well. But it’s equally important to watch out for countries that has the potential to explode. Lately, good pockets of work seem to be coming from Indonesia and Vietnam. Before we compare each country’s creative output based on award shows, it important to understand why they were so successful in the first place.

“The strongest creative work coming out of each country largely originates from their own culture. For example. Bruce Lee from Nokia in Beijing. This work could not have come from any other country as it taps on the well-know Chinese personality and therefore was relevant to the market.”

During the recession, award shows sold themselves as celebrations of creativity that works. What do you think of Kidlat being unabashedly “pure creativity”?

“I think it’s a refreshing change and fantastic that Kidlat can hold its ground and not give in to what’s happening in the world. It also acts as a source of pure inspiration which the creative community so desperately needs. We are so caught up with the complexity of each job that we sometimes forget why we did it in the first place. Focusing purely on creativity allows the jury the freedom to judge on one aspect.

“Personally, different judges come with different expectations.

Effectiveness and creativity can conjure huge debate, and if we don’t have the proper facts on the table at the time of judging, it’s impossible to make a call.”

After the judging at Kidlat, what do you look forward to doing in Boracay?

“First trip to Boracay. Heard it’s beautiful. Can’t wait to hit the beach!” march-april '10

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Raymond Red takes to the skies for Philippines’ Young Lions

T

en years after winning the Palme d’Or at the Cannes Film Festival for “Anino” (Shadow), film director Raymond Red returns with “Himpapawid” (English title: Manila Skies). The Cannes Film Fest winner shows his support of future Cannes Lions Young Creatives, as the Creative Guild raises funds to fly winners of the Young Kidlat to the international advertising festival and competition.

Raoul Panes, Leo Burnett creative director spoke of the continuous fund sourcing for the two teams to fly to Cannes.

“We need a lot of money to finance the teams. Fortunately, Filmex approached the Creative Guild and said they wanted to show Raymond’s film to the advertising community. It was great opportunity,” declared Panes.

Despite the costs, the Creative Guild is intent on sending two teams because it is a chance that has to be grabbed.

“It was proven two years ago that we can (be successful in Cannes).

Hopefully we can duplicate that. We have what it takes to win, but we have to get there first (in order) to compete,” added Panes.

Raymond Red, Film Director and Screenwriter (L) Dulce Aristorenas, producer (R) Baby Enriquez and Hear! Hear!'s Kathleen Mojica

Creative Guild's Golda Roldan and Raoul Panes with adobo's Cynthia Dayco Zapped!'s Rainier Pengson and Danny Red, production designer and the director's brother

Filmex Executive Producer Concon Deray

Filmex GM Gerry de Guia

newbizpitches AMP to launch Ginebra San Miguel’s non-alcoholic beverages

Ginebra San Miguel awarded its nonalcoholic brands to indie agency AMP Amon+Maneze Partners (AMP), after a oneon-one against Campaigns & Grey.

The accounts in contention used to be with the mother San Miguel brand, but when the brands were moved to Ginebra, the clients decided to launch it.

"The brands are still confidential. They’re launching the iced tea and fruit drink line, plus other specialty beverages,” said John Amon, CEO and CCO of AMP.

Lowe wins Unilever Foods activation project

Lowe Manila was awarded the Unilever Foods digital activation project after a pitch involving Havoc Digital, ABS-CBN Interactive, DENTSUIndio and Ogilvy One. The entire project, from conceptualization to implementation was awarded to a single agency, which is not a standard Unilever practice.

Behind the Lowe win is a team led by Leigh Reyes, Dindo Magallanes and Alan Fontanilla.

“Kudos to the team. I’m particularly proud of this win because it makes clear that Lowe has achieved creditable expertise in the digital space,” said Mariles Gustilo, President & CEO.

Splash Corporation awards brands to Publicis JimenezBasic and Neuron

IMMAP inducts 2010 Officers and Directors, Xurpas’ Nolledo new president The Internet and Mobile Marketing Association of the Philippines (IMMAP) recently inducted its 2010 officers and board of directors at ACCEED in Makati.

They were sworn into office by outgoing chairman of AdBoard and PANA president, Charmaine Canillas. President is Nico Nolledo, chairman and president of Xurpas, Inc. Vice-president is Jojit Alcazar, VPWolfpax Mobile and head of Mobile Services in Smart Communications. Secretary is Cookie Bartolome, managing director of Carat Philippines, and treasurer is Hans Roxas-Chua, president of Blue Blade Technologies.

IMMAP President Nico Noledo

ADSPEAK HD 2010

In pitch involving a number of agencies, Publicis JimenezBasic won Splash Corporation’s Hair business. Vitress Hair Solutions products is the leading brand in the Splash Hair category.

Meanwhile, the Exfoliant business was awarded to Campaigns & Grey’s second agency, Neuron. Maxi-Peel brand leads the market in the Exfoliant category.

Splash Corporation manufactures and markets personal care products and is the personal care arm of the Splash Group of Companies. Splash’s brands are grouped under three major categories, namely: Hair, Exfoliant and Whitening.

CRUSH Philippines keeps Ayala Center Cebu’s “Think pink” campaign

Melvin Mangada Executive Creative Director TBWA\SMP

Ayala Center Cebu, one of Philippines finest shopping malls, has appointed CRUSH Philippines as creative agency to promote the “Think Pink” campaign for the second time round. The win comes after the success of “Think Pink” in October 2008, also handled

by CRUSH. “Think Pink” is an awareness campaign that indirectly supports the Breast Cancer Campaign sponsored by Rotary Club and directly promotes the importance of wellness and living a healthy lifestyle.

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Can values advertising actually make a difference in this cynical and highly commercialized world?

That was the question that over 200 delegates from 20 different colleges and universities attempted to answer as they convened for AdSpeak HD, the annual convention on values advertising.

These students are the future communicators for an industry that is embracing the importance of using advertising’s power in influencing the public. And the range of speakers that they

invited for this year shared their insights on the importance of promoting values and advocacies through advertising: Efren Peñaflorida, Jr., 2009 CNN Hero of the Year; Bong Osorio, head of Corporate Communications, ABS-CBN; Melvin Mangada, managing partner/ head of Creative, TBWA\SMP; Emily Abrera, chairman of McCann Worldgroup Asia Pacific and Arnedo Lucas, project chairman of the Ad Foundation.

The Advertising Foundation of the Philippines, who is the co-presentor for AdSpeak HD, also took the opportunity to launch HAL A BIR A, their voters advocacy that will educate the public on how important their vote actually is.

But the highlight of the event for the students was the awarding of the AdSpeak Values Advertising Awards which was judged by the resource speakers. The big winners were students from Colegio de San Juan de Letran (Best Radio PSA and Best Campaign PSA), Mapua Institute of Technology (Best Print PSA) and DLSU Dasmarinas (Best TV PSA). UP Diliman (Best Print PSA), Colegio de San Juan de Letran (Best Radio PSA), Ateneo de Manila University (Best TV PSA) and Lyceum University (Best Campaign PSA) won the Student’s Choice Awards.

For the first time also, AdSpeak had an Online Voting Component and UP Diliman (Best Print PSA and Best TV PSA), Colegio de San Juan de Letran (Best Radio PSA) and Lyceum University (Best Campaign PSA) emerged as winners.

The event was supported by Enervon Multivitamins, ABS CBN, Philippine Survey and Research Center, Silverworks, Moby, Charmee, Honda, Piknik, Jobs DB.com, YoCard, Chalk Magazine and adobo magazine.

newbiz/pitches Pacquiao billboard looms over LA

Wrigley chooses Mediaedge:cia

Singapore –Mediaedge:cia (MEC), is media agency of record of Wrigley in Indonesia , Malaysia, the Philippines, and Singapore, following a media review.

Wrigley works with MEC in 10 countries around the world, including China and the UK. “We are proud to have earned Wrigley’s business in these 4 new markets, and we look forward to leveraging our experience with the Wrigley brand in other parts of the world.” said Stephen Li, MEC South & South East Asia CEO.

Grey Tokyo clinches prestigious GSK denture care business

It’s another first for the Philippines’ poundfor-pound boxing champion.Though this boxer’s billboards are commonplace in the country, Manny Pacquiao’s Nike AW77 hood sweatshirt billboard also towers over the skies of Los Angeles.

The campaign, photographed by David Sims and styled and directed by Karl Templer includes the Filipino boxer’s billboard located atop the Nike Montalban Theater in Hollywood on Selma Avenue and Pine Street.

The Pacman is in a gray and teal blue hoodie, with a trademark athelete’s bitchface (pardon the French). The billboard is located not far from the Wildcard Boxing Gym where the boxer trains in LA.

What took three months and four cities to produce was launched in October 2009. Nike featured seven athletes to sport the sweatshirt, and from its roster, Pacquiao emerged to join other globally renowned sports figures including Rafael Nadal and Maria Sharapova for tennis, Alexandre Pato for football, LeBron James and Kobe Bryant for basketball, and Sofia Boutella for gymnastics and dance.

As reported in the Asian Journal, Pacquiao’s billboard generated great interest.

The same paper writes, “(Nike) has received positive response from the local Filipino community since the billboard went up.”

The same paper quoted a San Francisco event promoter stating, “for Nike

to put Pacquiao’s face on a billboard on a major street speaks highly of the Filipinos buying power…

He’s the biggest star in the Philippines and what this billboard shows is not only is Manny like the hugest icon but shows the marketing power of the Filipino community.”

At the time the billboard went up, Pacquiao was training in Baguio City for a match against Miguel Cotto. In November 14, 2009, Pacquiao won the record-breaking event in 12 rounds at the MGM Grand in Las Vegas.

Pacquiao is currently in the running for a seat in government. His muchawaited match against Floyd Mayweather in 2010 has since been rife with controversy.

Tokyo - Grey Tokyo has been appointed as the brand agency of record by GSK for its denture care consumer communication business.

The agency will handle the Polident and Poligrip brands.

Denture care is the biggest GSK consumer business in Japan, making this an impressive haul for the agency that already works on other GSK brands like Aquafresh, Sensodyne and Breathe Right.

Sony Ericsson assigns McCann for regional activation Singapore - Following a three-way pitch against Saatchi Lab and Iris, McCann Erickson has been assigned to a Sony Ericsson below-the-line project, Media reports.

According to sources, as mentioned in the same report, the project involves the regional adaptation of Sony Ericsson's global activation initiative developed by Iris Worldwide, the brand's global activation agency.

BBH Shanghai gets Perfetti Van Melle’s Alpenliebe candy account Shanghai BBH Shanghai has won the business for the Alpenliebe candy brand, the largest candy brand in China, and Perfetti Van Melle’s biggest brand in Asia.

The task on hand for BBH Shanghai is to launch a new brand campaign for the Alpenliebe candy beginning August this year.

The Alpenliebe candy has been in the China market since 1996 and accounts for more than 70 percent of Perfetti Van Melle’s revenue in China.

march-april '10

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TOP 10 TRENDS OF 2010

by Ida Torres

O

ne of the things that marketing and advertising people look forward to at the beginning of every year is JWT’s Top 10 Trends, a list that predicts what will drive consumer and thinking

for the rest of the year.

This year is extra special because the world is coming on the heels of the Great Recession.

The Top 10 Trends are a result of quantitative, Pam Garcia qualitative and desk research, with inputs from more than 50 trend scouts around the world.

JWT Philippines presented the Top 10 Trends last January 13, 2010 at Mag:Net High Street after consulting consumers, from different ethnographies, backgrounds and classes, to localize the context of these trends.

Recessionary Thinking is still the global consumer’s state of mind—which Philippine consumer share, too, especially in the aftermath of Ondoy and Pepeng. We are faced with a very careful consumer that counts every cent he earns and maximizes his resources before spending.

their car and walk away from their obligation if they lose their job within a year upon purchase.

In the local scene, food brands can give the public the assurance of food stability, since the latest SWS survey says that more Filipinos are hungry.

“Brands need to give consumers the confidence to open their wallets and buy now”, states Pam Garcia, Executive Planning Director, JWT.

Reading the fine print

Another effect of the recession is the rise of the “Consumer PhD”. Consumers now take time out to find out more about the product before purchasing, because every cent counts. And it’s not just the info on the product or service itself. Consumers consult community reviews on social networks like Twitter and Facebook before buying a book or CD or watching a movie.

For high-risk product categories like healthcare and more expensive purchases like electronics, consumers also consult watchgroups and advocacy groups for expert opinions on these products.

With information so widely available to the public, brands have the chance to team up

Searching for stability

Brands are now faced with the “traumatized” consumer, those who have experienced recession, job loss and the killer floods that faced the nation. While economists claim that we are slowly gearing towards stability, consumers still practice restraint or prudence when purchasing because they will only be assured once they’ve experienced “close to home stability” which is the only tangible proof of a recovering economy for them.

Another factor that will reassure the consumer is the outcome of the May 2010 polls.

Most people are of the belief that everything will change with the incoming administration, so they are holding off on spending until then.

That’s why some brands are giving consumers that extra assurance of recovery.

For example, Hyundai’s Assurance Program gives customers the option to return

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with entities that help the consumer make sense of it all. Goodguide.com for example, lists all the safe, healthy and green products around the world. Brands and services can also create products that will empower the consumer to make wise choices, like billshrink.com, a free online tool that helps Americans save money on everyday bills.

“The consumer remembers who are the brands, products, services, communities who empowers them to know more”.

Maximum Disclosure

In connection with reading the fine print, consumers now expect trasparency from products and services, disclosing everything from nutritional facts to environmental impacts to ethical business practices. Three

major movements come to mind: the Green Movement, the Health and Wellness Movement and the Buy Local Movement. For example, Apple has an environmental checklist of each product on their website.

On the local front, what’s foremost in the mind of consumers is full disclosure of election candidates. The website blogwatch.ph lists the campaign spend of the most popular candidates so the public can make a more informed choice.

However, maximum disclosure is a product developer’s nightmare.

Brands must find the balance between gaining the trust of the consumer versus protecting proprietary information.

One advice JWT gives is to partner with a third-party that will tell the public how good your product is and give as much information as necessary about the product. In the US, giant retailer Walmart has its Sustainability Index which involves supplier assessment, lifecycle analysis database and creating a simple tool for customers to assess these products.

The bottom line is that brands have to be honest with their consumers because sooner or later, the consumer will always find a way to find out the truth.

Devil Wears Packaging

Because of the movement towards a greener society, consumers are also more conscious about responsible packaging.

Locally, this is a result also of a greener consciousness after suffering the wrath of backto-back super typhoons. Buyers are more likely to buy or switch to products that use environmentally friendly packaging, or those that reduce, reuse and recycle.

However, Garcia explains the “Not More Than 5 Rule” that is the norm with Filipino consumers. They are willing to choose responsible packaging, but only if it will cost them not more than PHP5 from the original price of the original product or if won’t take more than five minutes from their schedule.

The key is to make the packaging or the switch to responsible packaging easy and convenient for the consumer.

It’s BIC and it’s Bigger Than Ever

Arising from the ashes of the Great Recession are the three big emerging superpowers that are economically and politically stronger than ever: Brazil, India and China (BIC) Brazil is a force to contend with, after winning the bid to host the 2016 Olympics, and besting out the United States. India continues to inspire consumer confidence in exports, and

Because there are less children and grandchildren to take care of them, the over-65 set must learn to live independently. Even if this scenario is less likely to be felt in the Philippines, it is best for local brands to address their needs ahead of time. Garcia speaks of a consumer she called Lola Benny whose basic needs are her own source of income and an everyday social activity.

Taking advantage of this new trend, Samsung’s latest product is the Jitterbug, with the tagline “Simplicity for Everyone”. It has the basic functions of a cellphone, with seniorfriendly features like bigger text and louder audio. In that sense, Samsung is way ahead of its competitors in addressing the needs of the over-65 set. their BPO industry is one of the strongest in the world. China is still on the luxury brands trend, in spite of the global economic crisis. Other industry experts are also eyeing South Africa, therefore changing the acronym to BASIC. When asked who are the emerging powers from our local perspective, Filipinos are quick to name India and Canada. India is our primary competitor when it comes to getting call center and BPO businesses while Canada has become the greener pasture that a lot of Filipinos go to, especially nurses and caregivers.

The obvious lesson for brands here is to take advantage of these emerging markets so that by the time they’ve become actual superpowers, the brands are already established there.

Trickle-up Innovation

This is one of the more trickier trends to explain, according to Garcia.

Simply put, products developed by emerging markets are being trickled up to more developed markets because of recessionary thinking.

This is also known as the “Good Enough” thinking.

One example is the Netbook boom.

Originally meant for children because of its simplicity and size, it has now found an audience in all segments of the market. For people who’re looking for just the basic functionality, this is the perfect gadget that’s more affordable than the normal laptop.

This trend is for the brands and services to explore both the top and bottom aspects of innovation ideas. As with all the local trends in telecommunications (cellphones, loads, etc), the simpler, the cheaper, so the better

Retooling for an older generation

In most of the markets in the world, the over65 set is now the emerging market.

Futurists predict that by the year 2020, there will be more senior citizens than children.

Life in Real Time

Garcia calls the new set of consumers as Generation Now, as in “Generation Now, Now, Now Na.” Consumers demand constantly updated streams of information, conversation and images. Twitter and Facebook are two of the most popular social networks with more than nine million users in the country alone.

Friendfeed.com lets you track what your friends are doing on all social networks.

The New York Times wire has a continuous stream of articles and blogs that appear on the website and related site.

Twitter now has a realtime search feature. Celebrity deaths and major tragedies, played out online allow the world to grieve in real-time.

However, this trend is also considered a “watch out” for the brands, because consumers can now complain about products and services in real time too. Brands have to have a mechanism to monitor and be on the lookout for these complaints. At the same time, brands need to have real-time features in their websites or communications, and to respond as quickly as possible because consumers, more than ever, expect this from their brands.

not that numerous, but female consumers will appreciate a service that can track their spouses, partners and children on demand.

Food brands can take advantage of GPS as a media channel to whet people’s appetites.

Advanced mobile and mapping technology, when paired with real time updates will be the new method of micro-targeting for brands.

Garcia says, “At a certain point in time, consumers need something. Look into your brands if you can provide it”.

Visual Fluency

As more and more information bombards the consumer, expect a proliferation of pictures and videos that can simplify and synthesize all of them. While old media used typographics to explain complex ideas, it’s about time brands took advantage of it.

“When it comes to complex issues, a picture says a thousand words” is the simplest way to explain this trend.

One example is The Story of Stuff which is a 20-minute animation of the consumerist society and how we produce and consume. In our own shores, the recent tragedies have been expressed and propagated through pictures and videos.

Efren Penaflorida’s story was spread through a short video documenting how he was able to achieve his mission.

This is a great opportunity for brands to inform and even educate the public through all these visual manners. After all, the consumer does not have the time to digest everything out there, and it’s up to brands to simplify everything

Location-Based Everything

“WRU” are three of the most popular letters nowadays, which translates to Where Are You? Conservations are not just about what you’re doing but where you’re doing it. Trends show that GPS is going to be in 9 out of 10 smart phones by 2014.

Last year, GPS services rose from 41 million to 95.7 million currently. Online community sites proliferated, from restaurant locators, to tracking what’s the best bathroom nearest you.

This is due to the ever-increasing needs of consumers at a particular place and time.

Locally, GPS and navigation centers are still

JWT CEO Jos Ortega

UNITEL'S "THE RED SHOES" TAPPING TO THE BEAT OF THE TIMES Twenty-three years and four presidents ago, the Philippines staged what came to be known as “People Power”. The propitious event recorded a number of outrageous revelations, among them, a First Lady with 3,000 pairs of shoes.

Following its well-publicized 2009 movie, “The Last Journey of Ninoy”, another Unitel movie hits theatres in early March. “The Red Shoes” narrates a tale not far removed from “People Power.”

Written by Jayel Ladioray, Publicis Manila creative director, and megged by Raul Jorolan, a TV commercial director, “The Red Shoes” features two advertising talents crossing over to feature film production. Make that three, with Tessie Tomas, former creative

director of McCann Erickson, Ace Saatchi & Saatchi and J. Walter Thompson, playing one of the major characters.

While Raul Jorolan includes Cheez Whiz, Fitrum and Rebisco to his advertising works, among others, Ladioray is the creative behind a number of awardwinning Milo ads.

During his travels, Ladioray would always be questioned

about the First Lady and her shoe collection. That gave the writer the spark, to write not just for a local audience, but a global one.

Ladioray, however, was not about to write a political story.

“The Red Shoes” follows the story of ten-year-old Lucas Muñozca who, as a young adventure-seeker, is one of the first to enter the Presidential Palace during the “People Power” revolution. Awe-struck by the First Lady’s shoes, young Lucas steals a red pair. The lad gives one shoe each to his childhood sweetheart, and one to his mother. Twenty years on, after having lost a loved one, and needing to make another happy, a mature Lucas has to face up to his deed.

For writer Ladioray, “The Red Shoes” characterizes people, roles and motivations. “The ‘well-heeled’ and the ‘not-so-wellheeled’, depicting the female and male protagonists respectively; between people unable to step forward and those who are able not only to step forward but also to step beyond,” he explains.

Furthermore, the movie describes the importance of “people realizing what it means to have their feet planted on the ground, and between people wanting, desperately, to fill someone else’s shoes,” Ladioray adds.

Bedridden during “People Power” Ladioray missed out on history. Nevertheless, from the period, he has vicariously cobbled a tale of love, ambition—and shoes.

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

JANUARY 2010

"Chevrolet "Carwash", "Parking" TVCs Ad Title: Chevrolet Spark "Carwash", “Parking”" TVC / Advertiser: The Covenant Car Company, Inc./ Agency: Leo Burnett / Executive Creative Director: Raoul Panes / Art Director: Ryan Giron / Copywriter: Raoul Panes, Dax Dacayan, Ryan Giron / Producer: Lady Cajanding / Account Management: Cathy Siapno, Ben Reyes, Kandice Ting

GLUED TO YOUR MONITOR? visit adobo at

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Farewell I still remember the first day I walked into the Adboard offices as board director and 4As rep. I was introduced to all the industry sector heads, and there was this guy in a dark suit, the only one so formally dressed. He carried a black leather clutch bag and a megawatt smile.

I noticed his yellow tie, and I said, “I like your tie.”

Small talk, but this guy with a curious accent beamed ear to ear. I couldn’t help thinking then, “Gosh, para siyang politico (he’s like a politician)!” My first encounter with Cerge Remonde.

That was 1999. The Mindanao crisis was a hot issue, and somebody said we should embark on a campaign to create awareness for the plight of Mindanaoans displaced by the war.

Cerge turned to me and said, “You, you’re in advertising. You lead this project.”

And just like that, the responsibility was thrust upon me. Vintage Cerge. When he feels passionately about something, he drew you in, until you became a believer. Such was the influence and charisma of this man.

Two years later, Cerge campaigned to elect me as AdBoard chairman. The following year, this time with sidekick Carlo Llave riding herd, they forced me to accept a second term. I decided to get even the year after that, and Cerge became AdBoard Chairman, and again for a second term.

He loved to boast about our parallel paths, but truth was it wasn’t easy during that time, as KBP was undergoing some major membership issues and Cerge struggled to wear both KBP and AdBoard chairman hats.

His thrust even then was to strengthen AdBoard’s relationship with government agencies to make the industry a stronger force in its mandate of self-regulation. He also worked to streamline financial operations and emphasized the industry’s responsibility to society through values-oriented campaigns. His personal credo was “There is more to life than self, family, or kin. Life is better lived in the service of others.”

He was a well-respected and beloved leader, and actively participated in the activities of all the industry associations, more than any other chairman, then and since. He led with great diplomacy, wisdom, humility and a strong sense of team play, qualities that have distinguished his leadership even to this day.

The only thing I could never get used to was the loud banging of his gavel every time an agreement was reached by the Board! His stint in law made him an expert and a stickler for parliamentary proceedings.

With such a distinguished career in media and an unprecedented record as KBP chairman for six years, it was not surprising PGMA asked Cerge to join her team as Press Undersecretary, when she assumed the Presidency in 2001.

Government networks were placed under his care, and he quickly recruited his most trusted friends in the industry to sit on the board. Lito Yabut and I soon found ourselves in Cerge’s spanking new office to help him settle in.

I sat across his huge table and started to talk in whispers.

He whispered back, “Why are you talking so softly?”

I teased, “Because your office could be bugged!”

We had a good laugh about that, but Cerge got the idea to have the place checked anyway.

True enough there were bugs in the lampshade and the phone left there by the previous administration!

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Paalam, Kaibigan

by Susan Dimacali

Press Secretary and former Adboard Chairman

CERGE REMONDE 1958-2010

healing sessions, trips to the Pink sisters, visits On his first day at work, Cerge made with Father Suarez. headline news over this. A rude awakening for One day, I got a call from Carlo to convince all of us.

Cerge to get the spinal surgery recommended I watched Cerge’s career in public office months before. We called for a council among flourish. He was challenged at every turn, his closest friends, brought in the best doctor but he stayed focused and kept his integrity in the field, and Cerge finally agreed. We also intact. God was his only master. People soon found him a place to came to know him as the man to move to near us so we approach to get things done without Speaking before AdBoard members could be close by as he putting out his palm. He became the recuperated. It was a industry’s go-to-guy on issues that long time coming. needed government intervention, We got together from putting a stay on irrelevant periodically over the provisions of the Consumer Act that next two years with would negatively impact business, his doctors, to figure to the outdoor and network wars, to out why he still had not protecting industry self-regulation. recovered the stamina My respect for him deepened Cerge with Susan and parents of old. Calls and text as I witnessed first-hand how he messages came to me dealt patiently and with Solomonic as much a part of his implements as his two with great regularity wisdom the endless stream of favorcellphones that never stopped buzzing. when he felt unwell and seekers. He shared his frustrations Looking back, I realize Cerge had already vulnerable. His greatest constantly, and we would talk often bid me many goodbyes. During our weekly fear was to die young and long about the challenges facing breakfasts, he urged me to count my many and alone. him. blessings. He talked about where he wanted to I rationalized that But he was also a wonderful spend his last days on earth, in his hometown of it was because his father listener for anyone who needed his Argao where “people loved me and would care died when he was just counsel. When you shared your for me.” He began to grate on my nerves for how 11 months old, but the burdens, his attention was complete often he insisted what a strong woman I was, fear persisted. The only thing that pulled him and compassion genuine. This was the Cerge the which I now realize was his way of preparing through was prayer. It became a habit for my public soon came to know and what endeared me for his passing and the aftermath that husband Ramon and me to run to his rescue him to friends and strangers alike. would follow. He brought Marit often to Manila, to meet his cardiologist, fix the plumbing, and Recognizing his talent and achievements, entrusting her care to me and my husband. whatever else around him and with him was Cerge soon assumed the post of Director No matter how busy he was, he joined us falling apart.

General, Presidential Management Staff. While for every family get-together, and my parents During this period, he was asked several his accomplishments here are well known, what reveled in his company. He took more pictures times to take on the challenging post as Press he was most proud of was the professionalism of my family in the past month than in all the Secretary, one he dreaded because of his state of of his team and the love that flowed between years combined that I knew him. That Sunday health. But a time came when he could no longer him and his staff. It was what brought him would be the last I would see him or my father say no. the greatest joy, and this was so evident in the parties he would host in his home. It was potluck, and there was always singing because There is more to life than self, family, or kin. Life is better Cerge could serenade all night with his beautiful lived in the service of others. voice.

But he was also very dedicated to his work, alive, as my father followed Cerge just four days It was the best thing he ever did. He was in and I would regularly join him on Sunday drives later. his element. He was recharged, he was effective, to inspect the progress of SLEX. He would get For three straight days before that fateful and the old Cerge came back with a vengeance. so frustrated when he felt there were not enough morning, I would wake up with a gripping The more barbs thrown at him, the stronger he people working on the roads, and there were fear in my heart that I could not explain. The got. His health improved, and he was happy like bottlenecks caused by the construction. word “trepidation” kept flashing through my he had not been in a long time, though his wife This period was also marked by health mind, a word that I would not normally use Marit and I joked him that he lost his smile ever problems when Cerge felt weak all the time. in conversation, but one Cerge could so easily since he took the Press Secretary job. But he felt There were dark periods and he sought every weave into his own. invincible, and he drove himself long into the medical and spiritual solution to his physical On January 19, a Tuesday like any other, night on most nights. It is probably what drove problems. Carlo and Joey Isabelo carried him Cerge’s biggest fear came true. We brought him him to push that carozza (the carriage bearing through this period, accompanying him to to live five minutes away and yet, none of us the religious statues) eight hours straight during made it in time to save him. He died young and the Sinulog solemn procession. alone.

He visited us that Sunday after Sinulog.

It is a guilt I will carry with me for a very As was his wont, he called to say, “I’m back. I’m long time. The only consolation I will ever have hungry, feed me!” is that for the past year, he found new happiness He was tired from the weekend’s activities, at work and in his personal life. And that he but happy because he had again fulfilled his lived a full life in these 51 years, an inspiring life annual Panata. When asked by his aide if he that has touched the tens of thousands of people wanted to see his doctor after such a grueling who, like me, have been blessed to have known weekend, his reply was, “No, the Sto. Nino has him. I am forever grateful to him for his loyalty, healed me.” love and friendship, and for allowing me to be a Cerge was a devotee of Sto. Niño, an part of his rich life. influence of spinster aunts who instilled his Paalam, our dearest Cerge. Godspeed and values and shaped the man he had become.

God bless.

He taught me to be prayerful, to go to the Tabernacle and pray the rosary. Every time I was facing a crisis at work, I asked him to light a candle to Sto. Niño.

He was a man with many religious rituals.

A prayer book he would read on the way to work, a rosary blessed by the Pope in his pocket so Susan Dimacali is chairman of DDB Cares, Cerge with wife Marit and mother Flory the CSR arm of DDB Philippines. he could pray at 3 pm everyday—these were march-april '10

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Farewell

Ceremonial tee-off at 2nd AdBoard Cup

Induction of 2009 AdBoard Directors

CERGE REMONDE, THE TRUE STATESMAN [Cerge was] a man who always stood beside us in the advertising industry; someone who not only offered ideas and inspiration but who also put plans into action.

[He had very little time] but his devotion and loyalty to the industry was resolute. These endeavours were challenging and took resilience, something that was built into his character and he took in his stride.

RICK HAWTHORNE Chairman, Advertising Suppliers Association of the Philippines Managing Director for Industry Relations, Road Runner Network

Cerge was very much a bridge between government and different constituencies.

On the Monday before he died. I texted to say how much I appreciated the effort he’s put into helping resolve a situation I was dealing with, and his reply was “You’re welcome, Ems. I’m doing this because it is my duty to my President and to my country.”

That was Cerge.

EMILY ABRER A Chairman, McCann Worldgroup Asia Pacific

He became the industry’s go-to-guy on issues that needed government intervention, from putting a stay on irrelevant provisions of the Consumer Act that would negatively impact business, to the outdoor and network wars, to protecting industry self-regulation.

I really liked him. He went out of his way to help people. He never changed. From the time I met him in Cebu to the time he was president of KBP to AdBoard chair to his days in “Malacangyang”.

I was very sad when he apologized to the Press two weeks before he passed on. It was not his fault. Sad. We lost a good and dedicated practitioner.

Thank you for touching our lives, Secretary Cerge. We will always remember you.

ATOM HENARES President, Progressive Broadcasting Corporation Director, Kapisanan ng Broadcasters ng Pilipinas Chairman Remonde with AdBoard directors

JAYJAY CALERO Industry Elder

He was a dear friend to many of us, an esteemed fellow broadcaster, a colleague and a six-time chairman of the Kapisanan ng Brodkaster ng Pilipinas. Secretary Cerge was also one of our favorite Cebuanos—a man for others, who embodied everything that is good in the Filipino. His personal example of hard work, sincerity, compassion, generosity and service to the people is legacy we hope will endure in us all.

Close industry friends

PANA Board of Directors with Inducting Officer Remonde

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restaurantreview

BOWLER

F

Ground flr. Paseo Parkview Suites Valero cor. Sedeño st., Salcedo Village, Makati City

or a nation in the tropical zone, Filipinos aren’t really into hats.

And when they do don one, it’s either the trendy fedora made popular by hiphop artists or the nondescript baseball cap favored by blue-collar workers.

Never having been part of the Commonwealth, the concept of fashionable but practical headdress just isn’t in our zeitgeist. No Derbies, no Trilbies, no Boaters, no Stetsons, no Homburgs, and most definitely, no Bowlers.

Now, the Bowler was the hard hat of its day, invented in England in the mid-19th century originally designed for game keepers. Eventually the bowler hat was widely seen in the busy streets of London, worn by all classes of men, from street traders to gentlemen.

Which probably explains why the newly opened Bowler, a stone’s throw away from the Paseo Center in Salcedo Village, looks like that everyman of drinking holes, the English pub.

Its subdued but spacious room, occasionally punctuated by old-world décor, is a respite from the corporate chaos of Makati.

Come in; take a load off. Have some ale. And would you like fish ‘n chips, fish cakes, beef pies, and English muffins, to go with that?

Is British cuisine an oxymoron in your book?

Her Majesty’s colonizers were closet epicureans.

Try some dishes from the corners of the British empire: curry from India and Malaysia, steaks from Australia and America, stir-fry from Hong Kong.

Bowler is the sibling of Fez, and both restaurants are owned and managed by Cinq Chapeaux (French for Five Hats). If that doesn’t ring a bell, perhaps these names will: Sid Maderazo, Mark Querubin and Richie Aquino, who along with fellow investors from the non-advertising world, have a serious stake in Bowler.

Little wonder then that last January, one table at Bowler was occupied by adobo’s Angel Guerrero and a small gathering of ECDs. As they talked shop, they sampled the pub’s best, and here’s what they had to say: A welcome surprise for any weary Makati slave looking for great eats and a proper English beer.

The pork chops are excellent—baked, not fried to keep it tender yet very flavorful. The staff is friendly and eager to please, and you don’t have to wait ages to order. I just wish there were tables outside for degenerate smokers like myself. All in all, Bowler makes for a great winding-down place.

Tonypet Sarmiento Co-ECD, Ace-Saatchi & Saatchi

Finally, I have found a new place to hang out with friends. The cozy ambience of Bowler, as well as the generous servings of from its menu truly

complement that much needed drink at the end of a long day. Aside from the fish and chips, the curry pasta, pork chops and papadam chips are a must-try.

Adrian Tecson Managing Director /Director for PostProduction, Underground Logic.

It’s not easy finding an agreeable neighborhood bar these days. Which is why I was glad to be invited to Bowlers’ soft opening. I liked how unpretentious the place felt and how straightforward the food was. And judging from how that night went, I suspect that a lot of folks from the ad industry (myself included) will be nursing hangovers during the middle of the week. So say a prayer then for poor Carlos Palanca Street because Bowler has put the last nail on its coffin.

Sid Maderazo, Adrian Tecson and Tonypet Sarmiento

Manny del Rosario Creative Partner, Rocket Science

The food.......... 4 hats off The service.......4 hats off The ambience...5 hats off Don Sevilla III Executive Creative Director, Publicis JimenezBasic

I thought the interiors of Bowler made a convincing stab at being a typical modern British pub. I liked the fact they resisted adding a TV with live sport—as so many places do—since that effectively kills off the conversation that is the whole point of a place like this. As it was, I could quite easily imagine wasting a few hours in there—and handing over large amounts of cash for premium ale.

The food was good standard British fare as well. Which is both a good and a bad thing! Best in fried dishes and consumed in large quantities.

So overall, yes I liked it, made me feel a bit nostalgic, and will definitely go back for another visit someday.

David Guerrero Chairman & Chief Creative Officer, BBDO Guerrero/Proximity Philippines

Angel Guerrero and Andrew Petch

Don Sevilla

Manny Del Rosario and David Guerrero

The Bowler made me a little sick. Homesick actually. It brought back all the great memories I had of living in London for four years. The atmosphere was very much like a fine dining restaurant/club in Soho. And the drinks menu was great (although admittedly I stayed on the wine and didn’t sample the Bowler cocktail).

Sunday afternoon would be a good time to drop down. Good job Sid and the boys. “It’s a bit of alright lads.”

Andrew Petch, Co-ECD Ace Saatchi & Saatchi march-april '10

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bookreview

Sir Ken Robinson's The Element: How finding your passion changes everything A review by

Tin Sanchez Robinson acknowledges how each human being is uniquely intelligent, and how there is not one way of finding your element.

Sir Ken Robinson at Spikes Asia 2009 in Singapore

I

f you’ve always struggled with math and science, had talent that did little to raise your school grades; if you’re passionate about something few understand; if you’re a misfit, a lost sheep, a rock star in a businessman’s clothing; if you’re young and wondering what to do with your life; or old and still wondering what to do with your life; if you feel you’ve ran out of time for your dreams; if you’re a teacher, a mentor, or a parent; this book could be your bible.

Sir Ken Robinson’s The Element: How finding your passion changes everything validates what we all know deep down: Each of us has a gift, a kind of intelligence, a passion. And discovering it is the beginning of fulfillment.

Robinson starts off by describing what being in your element is like. You are doing what you love, “time moves more quickly, more fluidly,” and in the process, you’re being your truest self. It’s “the meeting point between natural aptitude and personal passion.” And it’s also something you want and seek. He summarized it in

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the line, “I get it, I love it, I want it, where is it?”

In every chapter, Robinson shares stories about famous people and renowned experts and their journeys towards the element: Gilian Lynne, who did so poorly in school but ended up becoming one of the world’s most accomplished choreographers, producing shows like Cats and the Phantom of the Opera. Matt Groening, creator of The Simpsons, who did well in school but was so bored he did nothing but doodle in class. The Beatle, Paul McCartney who never enjoyed music lessons and was even turned down by the choir. Vidal Sassoon,

who was denied a career in soccer before becoming a celebrated hair stylist. And Meg Ryan who had to deal with stage fright as a student.

There is a full chapter dedicated to creativity and how it should not be treated as separate from intelligence. He says, “It is a step beyond imagination because it requires that you actually do something rather than lie around thinking about it.

It is a process.” He also shares insights such as, “If you’re not prepared to be wrong, you’ll never come up with anything original.”

The Element is also a criticism of the education system practiced in most parts of the world. Robinson sees that standardized tests, the hierarchy of subjects and how treating them as independent of each other can take students away from their element, instead of bringing them closer to it. He recommends a customized and personalized method of teaching, and encouraging children to “follow what they have enthusiasm for…Enthusiasm is the main thing that needs to be developed.”

Robinson acknowledges how each human being is uniquely intelligent, and how there is not one way of finding your element. You can discover it by yourself, through a tribe or a group of people who share and feed your passion, or through a mentor who will recognize what you possess, encourage you and push you beyond your limits.

He also reassures that you don’t necessarily get “one apiece” or feel like you’re in the zone all the time once you have found it. You also don’t need to make a living out of your element. Finding it is not about having wealth and fame. It’s about living a balanced and fulfilled life because “it is essential for our well-being that we connect with our true passions in some way, at some point.”

Tin Sanchez is a creative director at BBDO Guerrero/ Proximity Philippines.

CREATIVE REVIEW

by Steve Elrick Regional Executive Creative Director, BBH Singapore

WOOFERS AND TWEETERS You may notice a distinctly animal bent to the review. A few dogs (as ever) and each one was attempting to be tweet-astically 140-ish letters.

Bad grammar included. *"Woof!" meaning wow or great—as my mate Paul Grezoux might say (Why? He's barking.) **Bullshit

A nice bit of engaging fun— and if genuine, the results bark for themselves.

SPCA "Beware" Ambient Grey Kuala Lumpur

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A dog. In fact, a very specific breed: cross between a Bulldog and Shitzu** A bunch of wank devoid of any idea providing any argument for someone to reconsider buying a pirate DVD. Bad boys. Roll over – into traffic.

Big Flix "Spiderman", " Wall-E", "Shrek" Print Makani Creatives Mumbai

Creative process: “We could make the destination 50 times the size to stand out!” Been done.

“We could raise the road above city to highlight the route!” Been done.

“We could raise the rest of the city above the road!” Not done! And then nicely done.

NOKIA "Traveller YMCA", "Rescue Disaster" Print JWT Indonesia

march-april '10

35

CREATIVEREVIEW

Steve Elrick, Regional Executive Creative Director, BBH Singapore

As the owner of the best dog in the world, on whom I’ve found the odd refugee from District 9, I think these are *WOOF!!! Use graphic disgusting factor AND humour to engage dog owner : genius. Who’s a good team then…yeees.

Hartz Ultraguard "Outgrown" Print JWT Singapore

Hot liquid Bootay certainly a different take on usual yoga = spirituality + exercise “Sweat off the flab” continues anti-mystic vibe. Arrestingly different—if actual venue is true to this: love it.

Life Yoga "Sweat" Print Leo Burnett Hong Kong

Love the Headache execution in every way! Works on the the Mum’s empathy and irritation levels. The shot is great too.

Thumb execution…er bad impersonations of Dr Evil’s family?

Panadol "Head", "Knee", "Thumb" Print Ogilvy Singapore

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CREATIVEREVIEW

Steve Elrick, Regional Executive Creative Director, BBH Singapore

A rather nifty communication of why it's good for both Pet and Owner—to whip off their gonads at a young age. Only question is...do you let them "get it on" at least once before you do it?

SPCA "Beard", "Hair", " Wrinkle", Print Ad Naga DDB Rapp Selangor Malaysia

Washing your hands= protection against likes of H1N1.

Get it, buy it, sold.

Hand-C Hand Rub Solution "Hand" Print Far East DDB Bangkok march-april '10

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BANG FOR THE BUCK

Case Studies of Effective Creativity

The Results KitKat Mail delivered over 260,000 packages in over 22,000 unique locations, without any competition in sight.

Generating over US$11 million in free publicity, KitKat became the Zen of snail mail.

The Japan Post Group established KitKat mail as a Post Office standard service offering, the only outside product offered by Japan Post Group.

Beyond chocolate and snack food—in fact, beyond the initial market of university exam takers—KitKat was now a token of cheer and encouragement, across demographics and for all occasions.

Ty Montague accepting the Media Grand Prix for "Kit Kat Mail" on behalf of JWT.

Ad title: Kit Kat Mail Advertiser: Nestle Agency: JWT Tokyo Senior Creative Director: Eisaku Sekihashi Sr. Acct. Planning Director: Kiyoshi Usami Art Director: Shizu Yamada Copywriter: Midori Usui Account Director:Yasuhiko Yuasa Account Executive: Yuki Nakamura Chief Producer: Naoya Takahashi Producer: Maemi Kobayashi

Nestle Japan, "Kit Kat Mail" JWT Tokyo, Japan The Insight Shelf space as medium. How does a snack food brand compete for shelf-space? As Japan is crowded, fast-paced and eclectic, so is the snack food market. Shelf space lease and product movement is just as frenetic. Faced with the fact, KitKat had to attack the problem of visibility and top-of-mind.

Shelf-space is the primary source of eye contact makes it premium commodity. Shelf-space is the medium of connection.

The Challenge Reposition KitKat. In Japanese, KitKat sounds like “kitto katsu”.

Translation: Surely win! The brand was challenged to proceed on a campaign that would translate “Surely win” to a personal level.

With competition very much in the vein of Japan’s frenetic lifestyle, so is education. KitKat connected the culture of competition and education, with another, more personal Japanese trademark, that of sending personalized, handwritten notes.

The Strategy Find a unique partner. Part

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and parcel of Japan’s culture is government and institutions.

The brand kept a keen eye on the movement of one of the country’s largest, most respected and vital institutions: the Post Office.

In Japan, the Post Office is a hub of activity where people visit weekly. Beyond correspondence and shipment, insurance payments and personal banking are transacted in the Post Office, making it the institution most a part of the country’s lifestyle.

Across Japan, there are over 22,000 postal offices.

KitKat Mail delivered over 260,000 packages in over 22,000 unique locations, without any competition in sight.

Generating over US$11 million in free publicity, KitKat became the Zen of snail mail.

In October 2007, the Post Office was privatized, with the Japan Post Group behind it.

The Idea Collaborate and co-develop. In an unprecedented alignment with the Japan Post Group, the brand coproduced a special KitKat package that could be easily mailed like a postcard. With a three-point process: 1. Write a Message; 2.

Stamp; and 3. Mail. A different MSM perhaps? KitKat Mail was born.

The Execution The much-deserved break. Perfect timing was essential for the success of the launch. Combining all the factors in the insight, KitKat Mail launched in the build up of the university entrance exam period. With young people under pressure to survive this important life event, this set the stage for a new brand experience.

KitKat Mail was deployed overnight across Japan. In specially designated Post Offices, the brand was even allowed its own Point-of-Sale and location branding.

www.facebook.com/cannestothepeople

The Awards 2009 Cannes Lions - Media Grand Prix 2009 Spikes Asia Direct & Sales Promotion Gold Award

regionalnewsbriefs Adidas.tv hits Asia-Pacific

Hong Kong – To update fans in Asia-Pacific on products news, marketing campaigns, and exclusive interviews, adidas has started an online video platform, adidas.tv, Media reported.

Aside from broadcasting brand initiatives, the site supports widgets that can be imbedded into audience blogs and pages on social networking sites like Facebook, MySpace and Friendster. It has a “My TV” function allows registered users to customize their own webpage.

Currently, the website holds clips including the adidas Originals 60th anniversary house party campaign, the NBA player Dwight Howard’s pre-game locker room ritual, and a video of Liverpool footballer Steven Gerrard.

According to adidas, the platform will help them and its partners to better target their news to the appropriate audience segements.

Fun and function converge in OgilvyOne campaign for Lenovo ThinkPad’s Xiao Ben

Beijing - Lenovo ThinkPad and OgilvyOne Beijing launched a new campaign to introduce ThinkPad X100e. Aimed at students and young professionals in China’s tier one cities, the 11-inch Xiao Ben (literally “small book”) is part of Lenovo ThinkPad’s strategy to appeal to younger consumers beyond its traditional base of business users.

OgilvyOne created an entertaining, all-video website that features two characters, one male and one female, whose clothing and styling quickly alternate through 10 distinctly different genres as they simultaneously demonstrate 20 functions of the Xiao Ben X100.

Consumers can upload their own headshot photos and try on all the different looks, which they can share with friends online or downloaded as wallpaper or screensavers. Visit http://x100e.thinkworld. com.cn/.

BBDO/Proximity puts Malaysia on the map

Kuala Lumpur - BBDO/Proximity Malaysia is named the eighth most awarded individual agency in the world, with the world’s top five creatives by The Big Won Report.

The Big Won Report is an international register that gauges the performance of agencies according to the quantity and quality of awards won across all marketing disciplines.

BBDO/Proximity Malaysia’s top rankings ultimately paved its way to become the No. 1 agency in Malaysia. In return, the agency has helped put Malaysia on the map as the eighth highest performing country in the Press, Poster and TV realms.

BBDO Worldwide has won The Big Won for the third year in a row. The agency has also clinched many other distinctions, among them three of the top ten most recognized multimedia creative campaigns, as well as plus four of the top ten most awarded direct campaigns.

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Ali Shabaz new Chief Creative Officer of Grey Group Singapore, Indonesia and Thailand

Grey Group created it, and he came. The Singapore Advertising Hall of Famer, Ali Shabaz, is the new chief creative officer of Grey Group Singapore, Indonesia and Thailand.

A number of top-ranked agencies reportedly had Shabaz marked on their radar, his choice of Grey Group sending mild waves of surprise on the scale.

Perhaps it was overseeing three frontline territories in the region that directed the creative to Grey shores.

“There is great promise in the plans lined up for Grey Group Asia Pacific and I am looking ahead to working with a dynamic creative force in the three markets,” Shabaz said in early January.

Shabaz’s primary focus is to lead Grey Group Singapore’s creative team, handling its roster of clients such as Wildlife Reserves Singapore, Qatar Airways, ESPN STAR Sports, Metro, AXA, GlaxoSmithKline and Mitsubishi Motors. He is responsible for elevating the creative standards and raising the creative profile of Grey

Group Singapore comprising Grey, G2 and Batey.

For two years, Shabaz was ranked the 11th “Hottest Creative” in Asia. The Institute of Advertising Singapore voted him one of Singapore’s “Most Influential Creative Directors” for three consecutive years since it launched. The Gunn Report places his work for Pizza Hut as the eighth most awarded print campaign globally.

Previously from JWT Singapore, Shabaz served as associate creative director in 2005. Within a year, he was promoted to Creative Director and honored “Advertising Professional of the Year” at The Singapore Advertising Hall of Fame Awards. With Shabaz at the helm, JWT Singapore hit a high, ending 2007 as the best performing JWT office and third most awarded WPP office in the world. In 2008, the creative rose to the position of Executive Creative Director.

That same year, the office was ranked the sixth “Most Creative Agency” in Asia.

Miroma expands global operations with Bernhard Glock and Guillaume Lévy-Lambert

Miroma recently expanded its operations to Asia Pacific with the opening of a regional HQ in Singapore. As part of its global expansion plan, the media barter company also appointed Bernhard Glock and Guillaume Lévy-Lambert to the management board.

Formerly Procter & Gamble’s global media chief, Glock Miroma is expanding oversaw the company’s estimated US$8.5 billion global media business, while Levy-Lambert was previously the CEO of rapidly, and as our Publicis Asia. global operation With the aim of developing grows, we need the company’s strong, experienced extensive client people to nurture this base, Glock says, “I am delighted to growth. join Miroma and Marc Boyan help them grow internationally. Miroma’s media barter business is a smart business which adds superior value to trading, inciting significant growth even during the economic downturn for Miroma. The future is nothing other than bright.”

“Miroma’s media bartering services are an attractive proposition for companies all over the world, including the APAC region. I am genuinely excited about working with the organization. It’s one of the fastest growing companies in the world, and I am looking forward to being part of this growth,” added Levy-Lambert.

The Asia Pacific HQ is helmed by Michael Hindhaugh, co-founder and COO of Miroma, who moved to Singapore with his family in September 2009. Miroma has also appointed Jim Goh, formerly the executive director of Omnicom Media Group Asia Pacific-business development, as an advisor in the region.

“Miroma is expanding rapidly, and as our global operation grows, we need strong, experienced people to nurture this growth. We are delighted to have both Bernhard and Guillaume on board to provide support to our global network. We are also pleased that our new Asia Pacific HQ in Singapore has made very encouraging progress with Michael and Jim spearheading the charge. 2009 was a strong growth year for us and I’m confident 2010 will be even better,” said Marc Boyan, CEO of the Miroma Group.

Grey Group Asia Pacific Launches 2009 Eye on Asia Study finances and saving actively for their future.

• Asian Brand Tribes: Five distinct segments have been identified across the region.

• CFO: Mothers as Chief Family

Officers face new challenges and conflicts with their multiplicity of roles.

• Retail: New parsimonious

shopping behaviours arise as a result of the recession.

Nirvik Singh

Grey Group Asia Pacific released its latest 2009 Eye on Asia study, which looked at the hopes and dreams of people in 16 countries across the Asia Pacific region. It presented the research and some of its more Philippine-centric findings January 12, at the Manansala in Rockwell.

Recognized as an annual predictor of trends, Eye on Asia gets closer to the people of Asia, understanding what they want from life by exploring a broad range of topics, such as attitudes about work, family, finances,

For the study, Grey Group also conducted an in-depth

the environment and their value systems, as well as brands and marketing. This year, Grey Group identifies a series of “eye-sights” that are critical focus points for business owners and marketers seeking to build successful branded businesses within Asia.

Key findings include:

• Optimism: Asians remain

optimistic about the future despite growing uncertainties.

• Future Finance: Asians are concerned about household

People in Asia are looking for symbols, deeper emotions and psychological benefits in their lives. retail ethnographic probe, which illustrates how current sentiments drive shopping behavior in diverse cultures and channels.

Now in its fourth year, Eye on Asia has interviewed over 33,000 people from Australia, Bangladesh, China, Hong Kong, India, Indonesia, Japan, Korea, Malaysia, New Zealand, the Philippines, Singapore, Sri Lanka, Taiwan, Thailand and Vietnam.

Nirvik Singh, Grey Group Asia Pacific’s chairman and CEO, said, “The accelerating age that we live in necessitates a focus on people and brands. People in Asia are looking for symbols, deeper emotions and psychological benefits in their lives. Marketers should respond to this by taking a closer look at what motivates people as well as what they want from their lives in the future to create innovative, distinct and impactful messages.”

Rebeschini’s first 18 months mark steady growth of Y&R Asia Pacific In the Philippines for the Kidlat Awards, local admen will get a good look at Marcus Rebeschini, the chief creative Y&R Asia Pacific is banking on for its crash tackles.

Since his appointment in September 2008, Marcus Rebeschini returned to the region from New York to turn things around. Inspired by Global Chief Creative Officer Tony Granger himself, plus Rebeschini’s award-winning creativity and deep-rooted ties in the region, Y&R can count on decades of business backbone and membership in the WPP umbrella of companies.

Adding to its staff of over 7-thousand in 186 offices worldwide, Y&R Asia Pacific introduced a strong regional team complete with new hires and promotions, from the last quarter of 2009 into 2010.

In the Philippines, Badong Abesamis was promoted to chief creative officer, less than two months after joining Y&R as executive creative director, in December 2009. His selection was a collaborative

effort between Chiqui Lara, Y&R Philippines president and CEO, Rebeschini and Granger.

Nils Andersson, who joins as Asia Pacific head of Art, and Beijing chief creative officer, is a fresh arrival from Ogilvy & Mather Beijing.

In Singapore, James Procter arrives as executive creative director, direct from Y&R family, the George Patterson Y&R in Sydney.

Y&R Malaysia has already initiated office and creative team restructure. Hand-in-hand with additional business from Y&R, Y&R Brands and Paragon, is the need of office expansion. Edward Ong, recently promoted to Head of Copy for the region returns his base in Malaysia.

While not as extensive as in Malaysia, Y&R in Indonesia, Thailand, and Vietnam also rained promotions and new hires for managing director and executive creative director. Rediffusion Y&R in Mumbai and Delhi also had their share of new team members in Creative, Digital and Planning.

Rebeschini, who in 2008 was quoted in Campaign Brief, saying “I’m thrilled to return to Asia, and equally thrilled to be given this opportunity to be part of Tony Granger’s leadership team as he steps up the network’s creative focus,” has points on the score sheet.

Describing the new hires on the Media website, the golden boy stated, “Y&R’s credo has always been about ‘resisting the usual’ and we’re fortunate to have like-minded creatives who want to work with a network they believe in. We welcome them to the family.” march-april '10

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John Hadfield promoted to CEO of BBH Asia Pacific Newly promoted to CEO of BBH Asia Pacific, John Hadfield takes on the role after four and a half years as managing director. Hadfield reports directly to Group CEO Simon Sherwood. Previously with BBH London, Hadfield joined in 2003 to run the Unilever Personal Care Business across Europe, working on products like Lynx/A xe and Impulse. Said Charles Wigley, chairman of BBH Asia, “It’s fantastic when someone’s next steps are so clear. John’s record here has been exemplary against all counts—the work, the business, the spirit of the company.” With Hadfield as managing director, the BBH Asia Pacific business tripled in size and was one of the most successful agencies in the region.

B BH has recently landed a number of coveted accounts including global appointments for the Singapore Tourism Board and Perfetti Van Melle’s Chupa Chups. Accounts included regional work for The Coca Cola Company, Bloomberg Television and Unilever’s SURF laundry detergent.

In the region, BBH Asia was named Creative Agency of the Year 2009 by Media Magazine. BBH Asia Pacific was judged Agency of the Year 2008 by Ad Asia Magazine.

Become The Hunted

winning theme for the 2010 Young Guns call for entry campaign

Last year, the Young Guns held quite an inventive competition: to develop the 2010 YoungGuns call for entry campaign.

Of the hundreds of submissions and only ten shortlisted entries, “Become The Hunted” emerged as winner.

The campaign, created by Kyle Lamb, Andrew Livingston and Omid Amidi of John St. Advertising from Toronto, Canada, will incorporate a website, video content, social media, print & DM. The idea will be added onto the credits of the 2010 Winners & Finalists Reel.

Highly Recommended, as in second place, was “YoungGuns Reloaded”, by Jonty Bell and Kieran Moroney. Both Bell and Moroney are freelance creatives in Australia.

Thailand’s political troubles pushes ADFEST to May 2010 Vinit Suraphongchai

The ADFEST Working Committee announced the postponement of ADFEST--slated for March 18-20, 2010 in Pattaya, Thailand--to a yet unspecified date in May 2010.

Thailand is facing a volatile political situation, which could affect visitors to the country, because of the possibility Rather than of planned rallies, pushing ahead and political by former disregarding the PM Thaksin’s situation, we think a supporters, to be just prior better solution is to held to ADFEST wait for the issue to dates. In anticipation of resolve itself.

a citywide breakdown in Bangkok like last year’s, many governments have warned their citizens to avoid traveling to Thailand.

In an email to delegates and media, ADFEST’s Chairman of the Working Committee Vinit Suraphongchai wrote, “Rather than pushing ahead and disregarding the situation, we think a better solution is to wait for the issue to resolve itself, as we are keenly aware that it may be of serious concern to many of you who will be travelling away from home.”

It is major setback for the ADFEST, which has strived to maintain its footing after Spikes Asia’s successful run last September 2009. Many observers conjectured that given the economic uncertainties, Asia’s ad and marketing industry could sustain only one annual advertising festival.

THIRASAK TANAPATANAKUL

“Buddhist Monks Can Teach You the Secret to Advertising” Jury President for Print Craft Lotus and Design Lotus, Thirasak Tanapatanakul of Creative Juice, has put Thai advertising on a global stage by creating some of the world’s most successful campaigns such as “Tamiya”— the world’s most awarded print campaign of 2005 — and “Bangkok Insurance”, which was the fourth most awarded T VC of 2006.

In 2006, Creative Juice was ranked the ninth most awarded agency in the world by the Gunn Report. In the same year, it was Asia’s Agency of the Year, according to Campaign Brief Asia.

So what ’s the secret to Tanapatanakul’s genius? To find out, you’ll have to ask a Buddhist monk.

Do you think the quality of work at ADFEST in 2010 will be hurt by the Global Financial Crisis?

Maybe it is affected only the quantity of the entries, but not the quality of the work.

How does the quality of print advertising in Asia compare to the rest of the world?

Look at the Gunn report. It’s reflecting that Asia has got the world’s most awarded print advertising for many, many years.

For example, the work like Tamiya, Levi’s 501, Clima Lock and Chrysler Jeep was all created in Asia. So I’ve no doubt we are very good.

Our jury members have good noses, they What does can smell scam ads ADFEST’s tagline ‘Made from afar. in Asia’ mean

Why did you accept this invitation to judge ADFEST 2010?

Just look at all the Jury chairman names in the past and also this year. I have no reasons to say, “No”.

Why is ADFEST an important festival for Asia?

ADFEST has been with Asian advertising community for 13 years. Each year, when agencies start sending out creative work to awards competitions, we start with ADFEST to kick-start the year.

It ’s time to say, “Hey, the awards season is coming back again.

It ’s time for us to be fresh.”

to you?

The Asian culture makes us outstanding in the world’s arena.

“Made in Asia”? I like these words.

Why did you first decide to get a job in advertising?

My very first job was a graphic designer. I worked as a graphic designer for 2 years before jumping into advertising.

Who/what inspires you most?

A Buddhist monk. This is a true story.

Thirteen years ago, I went to visit a Buddhist monk and asked for a New Year’s blessing. He asked me “What do you do for living?”

And I said, “I work in advertising.”

He said, “If you are creating advertising, you’ve got to entertain

Thirasak Tanapatanakul

people. The world has too many sad stories and desperate things; therefore, ads should make people laugh and be happy.” A Thai Buddhist monk told me to do this.

How could I refuse?

As Jury President, how will you ensure that scam ads don’t win?

Our jury members have good noses, they can smell scam ads from afar. march-april '10

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Masters class for the juniors

DM9 JaymeSyfu’s Jayme

ADFEST Poster and Press Lotus Jury Following in a new but important tradition, another Filipino creative leader is judging at ADFEST. DM9 JaymeSyfu Chairman and Chief Creative Officer Merlee Jayme takes part in ADFEST juries for both Poster Lotus and Press Lotus.

“ADFEST’s slogan “Made in Asia” couldn’t have been more perfect. The festival would be a display of great ideas while showing our Asian culture and insights. I can’t wait to feast my eyes on all the great work!” said Jayme of her ADFEST role.

As Poster and Press Lotus juror, Jayme joins Ted Lim, Director/ Deputy Chairman of Naga DDB, Malaysia, in the judging panel which Lim heads.

Jayme also acknowledged Lim as Jury President, saying, “ What makes this year’s jury job extra special is the fact that my categories’ Jury President is a good friend of mine in the DDB Network. It ’s been a while since I last spent some time with him.”

Gil Chua, president and CEO of the DDB Group in the Philippines noted, “These are international recognitions of our creative people’s mastery of craft and industry leadership. For the DDB Group, this is hope fulfilled. We are honored to have respected talents with us and are proud of their endeavors.”

ADFEST pays tribute to Yasmin Ahmad All of us are still missing her, it seems.

The tribute to the Leo Burnett Malaysia’s late grande dame is the first seminar during ADFEST’s 3-day Festival.

It documents Ahmad’s incredible career and showcase excerpts from her best films.

ADOI’s Harmandar Singh presents the tribute, with commentaries from Akira Kagami and Michael Conrad.

Ahmad passed away in July 2009.

The year before, she was inducted into the Malaysian Advertising Hall of Fame.

Her television commercials and films are well-known in Malaysia for their humor, portraying love that crosses crosscultural barriers. Her works have won multiple awards both in Malaysia and internationally. In Malaysia, her films are controversial because they are considered by many to go against Islamic teachings.

“Yasmin shall always remain a friend and shining

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example of humanity to her colleagues, friends and family. I am humbled and honoured to present this tribute at ADFEST 2010 to her outstanding legacy as one of Asia’s finest creative beacons! She was the essence of Malaysia’s advertising soul and I hope I can do justice to this lady who inspired so many with her passion for life, love and ideas,” says Singh.

Cannes Lions’ first-ever jury president from Japan in 2009, Kagami was a confidante and ardent fan of Yasmin Ahmad.

He has many memories to share about one his truly enduring friends.

Michael Conrad is the former global chief officer of Leo Burnett Worldwide Inc, a role he held until 2003.

Today he is the President of the Berlin School of Creative Leadership in Switzerland. Michael was a close friend, boss and mentor to Yasmin.

To attend this special Tribute, register at www. adfest.com

The 2010 ADFEST+D&AD Academy ADFEST brings to Pattaya one of the most esteemed creative educational organizations in the world—the D&AD —to host the 2010 ADFEST+D&AD Academy. It may prove to be an irresistible draw for young creatives, aged under 30, the unprecedented opportunity to start working on their career “ toolkit ”.

The main events of the program are inspirational talks

by Sir John Hegarty (Worldwide Creative Director at BBH, London), Paul Brazier (President, D&AD and ECD at AMV BBDO) and Akira Kagami (Executive Officer & Global ECD, Dentsu Inc). Organizers hope that these talks will encourage participants to explore some of the issues behind developing their own creative career.

“Since Day 1 almost 50 years ago, D&AD has been a passionate advocate of education, and many of the world’s most revered creative people have taken part in our programs either as students or as professionals to further develop their skills. We’re looking forward to our co-operation with ADFEST—it ’s a step towards what we hope will be an increased presence for D&AD in the region,” says Tim O’Kennedy, chief executive at D&AD and former managing director at Wieden & Kennedy Amsterdam.

D&AD is an educational charity that sets the benchmark for creativity during the annual D&AD Awards, which are the most coveted— and hardest won— awards in the advertising and design world. This is the first year D&AD is bringing its educational expertise to Asia in an open session, giving creatives across the region the chance to learn from the world’s best.

“ADFEST has always been passionate about nurturing creative talent in the region, and our partnership with D&AD represents the ultimate opportunity for young creatives to learn from the world’s most knowledgeable advertising experts right here in Asia,” says Jimmy Lam, president of ADFEST. O’Kennedy hosts ADFEST+D&AD Academy. For further information, please visit www.adfest.com.

globalroundup Winners announced at the 2nd Annual One Show Entertainment Awards

Los Angeles - One Show Entertainment announced the winners for the Second Annual One Show Entertainment Awards last February 17, 2010 at the American Cinematheque’s Egyptian Theatre in Los Angeles.

A total of 22 metals were awarded worldwide. Gold winners included DuPont’s “DuPont: Helping Rebuild Greensburg” by Ogilvy Entertainment; Microsoft’s “bing-a-thon” by Creative Artists Agency; HBO’s “Cube Film Installation”

by BBDO New York; Macy’s “Yes, Virginia” by JWT New York; Activision’s “Guitar Hero” by Creative Artists Agency; and Main Taxi Frankfurt’s “Piss Screen Bluetooth” by Saatchi & Saatchi Frankfurt. adobo contributor Carol Ong and her partner at BBH China won a silver pencil for WWF China’s “Fate’s in your hands”.

One Show Entertainment, a division of The One Club, recognizes outstanding creative work in the realm of entertainment, including television programs, films, both documentaries and commercial releases, games and all other forms of electronic and online entertainment.

IPA wins contract for UK ad agencies to join Shanghai World Expo

UK - The Institute of Practitioners in Advertising (IPA) has been selected by UK Trade & Investment (UKTI) to represent the UK advertising sector at the Shanghai World Expo launching in May. The UKTI is the government body that promotes international trade.

Eight of its member agencies including 23red, BJL Group, Euro RSCG, M&C Saatchi, McCann Erickson, Ogilvy Group, Profero and Sense Worldwide confirmed their participation in an IPA-led trade mission to the city. The agencies will take part in a creative workshop linked to the UK Pavilion at the Expo.

In attendance will be over 100 Chinese brand owners and government officials to explore the potential for China and Chinese brands to position themselves for the European market.

More than 200 countries will be featured in the Expo which begins May 1. The Expo is expected, over its six-month duration, to attract million visitors.

Buzz is Google’s new ad avenue

Global – Google has started to approach brands to run personalized ads around Buzz, the social network it has launched to rival Facebook and Twitter, says Marketing. This latest attempt of Google on social media lets users share videos, photos and status updates.

“There are certainly ways to offer relevant and targeted ads via Buzz,” said a Google spokesman in the same report.

“Currently, ads appear next to Buzz posts in the Gmail inbox, but there aren't any ads on the Buzz tab itself. For now, we're focused on building a great consumer experience. We'll work on more monetization opportunities later.”

Buzz’s ad system is based on Gmail, which work by detecting the subject matter of email conversations and targeting the user with relevant messages. To test its effectiveness, according to media buyers, Google is seeking brands to run ads.

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HAKUHODO KETTLE

Recycles Sony’s media into fashion Like most enlightened multinational companies, Sony decided to do their share for the planet. Hakuhodo Kettle was a perfect fit for the project. Taking a pair of shears to a 10m x 18m tarp, a few snips here and there, and a handful of buttons for good measure, 120 pairs of one-of-a-kind jeans were tailored. Sony Jeans was stitched.

Sony decided to create the point of sale where the jeans originated: on the Sony Building in Ginza. Via binoculars and a rappelling sales staff, the first Wall Sale was mounted. At US$150 a pair, the project sold its target of 90 pairs. Off the rack went off the wall. And Outdoor became P.O.S. Sans advertising cost, the publicity generated was equivalent to over US$400,000. Sales of the Sony Jeans more than covered the project cost.

Not only did it repurpose useless OOH material, by donating all profits to the World Heritage Program, Sony Recyle Jeans helped regenerate world culture as well.

Fashionably pro-planet and history-smart, Sony Recycle Project JEANS is how to wear advertising.

TRUTH IN ADVERTISING

A most promising talent

Illustration by Jed-Angel Q. Segovia

Jeannie Two-timer used to be a promising account director before she became a promising freelance events director. The operative word here is “promising” because she promised the moon to her clients, on a regular basis. And she delivered, too.

That is, until she was in over her head, which happened typically when she takes on two projects that overlapped. As sure as the moon was round, she would call on the day of the pre-prod meeting or the event and say in a badly faked hoarse voice, “I have a bad case of the flu. Can you manage by yourself?”

Once at a fashion show, she told the client, in the most diva-esque mien she could muster, “I can’t work with this supplier! I have to get some fresh air!” And off to the other project, she went.

Why she keeps on doing this is beyond comprehension. Surely, she can hire a Girl Friday who can sort out the kinks in her schedule. But perhaps, it’s just her nature — a sweet gal who just can’t say no.

The trouble is, her clients have caught on, and they can’t promise they’ll entrust their business to her again.

MUSIC AND JB

Excel V. Dyquiangco

His goal is to make sure that every musician has the chance, the resources and affordability of owning an instrument, which is why VP for Sales and Operations and Marketing Director of JB Music and Sports Inc Jerico Salonga Fernando go the extra mile.

In a music camp dubbed as Musikhero held at Trinoma, his quest to train 25 bassists, 25 drummers, and 25 guitarists all over the country fueled a revelation of dreams. Even mentors from famous local bands such as Pepe Smith, the Dawn and Rivermaya took part in the event.

Indeed, Fernando wanted to tap potential, but it wasn’t always like that.

Music had no space in his heart while growing up. In fact, he claimed he was forced to play musical instruments at such a young age. He hopped from playing the piano to the guitar to the

drums, and still didn’t like it. Even with his grandfather being a famous trumpet player in his time, and his mom getting interested in the trade, still didn’t arouse his curiosity.

“I am an athlete all my life, and I’m very competitive,” he says. “I have competed in a martial arts tournament and played basketball in Ateneo. I was hoping to take care of the sports side of the business.”It was only when he moved to California to take up his college degree at Pepperdine University in Malibu that his interest in music began picking up.

The Hollywood culture of the different genres basically stirred his soulful side. He started following music, researched on bands, their background and what they want, and watched a lot of music shows on television, even attending an Andrea Bocelli concert once. In due course, he found himself understanding and appreciating the whole industry and liking it.

He wanted to pursue this passion more, and so, already pounced on the opportunity six years ago via JB Music Sports Inc, a

company inspired by his grandfather. The name coming from both his parents – Jesus and Beth – plied the rounds of the music world for thirty five years. The business before he came was his parents, considering that they don’t even play a note, asking around what musicians want. They ordered things that were asked from them and did their marketing strategy just by putting ads on the paper.

But all that changed when he and his brother Joel came on board. While his brother handles the warehouse, finance, audit and purchasing of the business, he does the sales and marketing, research and dealers. His knowledge from his stay in California provided a wide avenue for him to continue the business and reach out to struggling artists – researching, developing and trying to get into their heads. Since he also belonged to a younger generation, it ’s easier for him to adjust to what the market and the musicians want with so many forms of gadgets already being used for music.

Ultimately, this is his way of helping Filipino musicians have what they need –

looking for those inexpensive but high-quality musical instruments.

Fernando credits the success of their company to his parents’ good leadership and management skills. They followed a very strict business practice that encompasses honesty, integrity and a sound judgment – all the core values needed to survive in the business.

These are then passed on to Fernando, who from the very start didn’t experience any issues or problems because he has done everything the right way.

Making his employees and clients happy and satisfied, giving them what they need is also part and parcel of their success.

In the future, he hopes to see a JB Music and Sports Inc in every major city in the country that caters to all the music needs of everyone.

A music school with an international curriculum is also in the offing and hopes to be opened by the end of the year.

“Music adds another flavor to a message so let ’s all support the music industry, and the musicians, as well,” he says. “Really, they are one of the jewels in the country.”

T

remains cool to the Internet. adults when they are in a moment of making here are three kinds of people in “I found that some of the bannering hasn’t choices for themselves is important.” the world, reckons James Lafferty, worked out very well,” he says. “If I look at it In a business that relies on competitive recently retired president and from the point of view of the user, sometimes I information and consumer research for strategic general manager of Procter & and tactical decisions, James presents a different don’t appreciate some of [them]. I don’t look at it, Gamble Philippines.

I don’t click on it.” point of view: “Sometimes you can have too The first group is comprised of On the other hand, he is excited about much data and it can paralyze you. And you still people who do not get to fulfill their mobile phones. have to have faith! dreams. The second comes close to “Mobile—that’s where the big one will be,” Of course, simply relying on faith entails realizing their dreams: “You never he claims. “A big problem in digital today is risk. marry the person you thought [you would] or that everyone comes around and makes these “You’ll never hear out of my mouth ‘I want a [get] the job you thought you [would].” The third 100-percent success rate,’” he says. “I want to fail propositions on why [digital] is good. There reaches their dreams or even exceeds them, through the choices and risks they take.

“I’m not a believer in having a perfect life because it never happens,” he states.

“I say, how many of you have dreams. And then I say whatever your dreams are, they won’t happen.”

Except that James is one person who exceeded his wildest dreams. His unconventional written by Harry Mosquera with interviews by Angel Guerrero rise from fitness consultant to one of the world’s top marketing experts has taken him to four are certain brands that digital is a no-brainer: 30-percent of the time…because I want people continents in the Procter & Gamble network. niched categories, affluent categories.”

Having taken up psychology and physiology to push. When I lived in Geneva and I would ski, “I think the last frontier is traditional the ski instructor always said the same thing. If in college, his management style involves an consumer goods going heavily into digital,” he you didn’t fall, you didn’t try enough.” integrated approach to mind and body.

New media offers possibilities for additional says. “It is the company that cracks the cost nut “I’m basically a coach at heart or a teacher, that will control the game. The margins are still avenues of consumer contact. In this, James and that’s my strength,” James admits. too high. The pricing is still very high.” remains ambivalent.

He believes a good marketing man must For digital technology to become more “We use digital as part of our marketing have two fundamental skills: strategic thinking attractive, James offers this suggestion: “Get the mix,” he clarifies. “It depends on the brand. It and leadership. cost per impression lower. Get it right, and the depends on the mix and what media that can “There are things I look beyond,” he adds. money will flow right into it.” target that.”

“It’s going after things that can’t be taught…that There is also not enough research on digital Procter & Gamble has been involved sense of passion, aggressiveness, desire to go usage. with different digital marketing campaigns after ‘it’. The [other] which is harder to teach, is “Pretty virgin stuff,” James says. “I haven’t worldwide. A few years ago, James worked on creativity…the people who make an impact on seen anything definitive. You need more one featuring the toilet your business who you can’t longitudinal studies.” paper brand Charmin. ever replicate is in areas like When I lived in James shares an anecdote on effective “It was one of our first creativity.” advertising: “There’s an old joke that says: attempts to get the viral James assumed his post Geneva and I would half of your advertising works, and half your concept spreading through in Manila three years ago, ski, the ski instructor advertising doesn’t. The problem lies in learning e-mail, through word-of with the global economic always said the same mouth,” he recalls. which half is which. It’s a tough call.” downturn happening on his “We believe advertising should There was little or no watch. This made business thing. If you didn’t fall, communicate a message,” he says. “Our focus is cost in media space. for the country’s largest fast- you didn’t try enough. still looking for market share. There are ads that “Viral is a hit or miss, moving consumer goods comwin trophies, but nothing happens. The ultimate but we had a real hit. We were everywhere,” he pany even more challenging. measure of brand advertising is on your brand says.

“Some categories contracted in double equity.”

Many could not believe that Procter & digits,” he reveals. “Consumers economize.

He then reveals one of many lessons in his Gamble would engage in such a campaign.

They’d take a sachet designed to be used once, career.

“P&G gets an interesting rap,” he muses. and use this three times.”

“The most important thing that took me “We’re always seen as traditional. Whenever we His response was not to cut on marketing a long time to figure out was that it has to be do something a bit innovative, people would say, costs.

‘I can’t believe it.’ You have to give us more credit. watchable,” he says of TV commercials. “If “We try to stay true to the fundamentals,” a consumer doesn’t want to watch it, then it We’re incredibly adaptable in learning!”

James explains. “If you look at history there are Among the available digital technologies, he doesn’t really matter how or what you say.” two brands that stand out: Toyota and Procter & At the end of the day, successful marketing Gamble. And the main reason is both stick to the is not about technology, but about people. basics of trying to deliver the right value to the “We need people who are on the cutting consumer.” edge,” he explains. “We still [need to] have a He resisted diluting ingredients as a costguy doing digital, [others] doing grassroots saving measure. marketing, going out to the provinces and doing “We made a real stand that we would stick demos in the town square. Demo-marketing. to delivering what we say in advertising,” he says.

Letting people touch the product. That’s still “Some of our products we actually upgraded the part of the marketing mix. Force the pyramid performance in the middle of the crisis.” structure.”

Crisis has led Procter & Gamble to tweak its James’ career in global marketing would marketing communications strategy. not have flourished, for as soon as he arrived in “We’re not as TV-reliant as we used to Morocco for his first overseas assignment, he be,” James avers. “We’ve started to spend was ready to return home. Then he received a that money and look at other media… the call from an old-timer in the company. consumer has more areas where she’s looking “Don’t be an idiot,” he said. “You get a for information.” chance to live in Africa. Look at me—I’m 65, and “I’m a big believer that some marketing is a I never got to do anything. All that I regret in life matter of faith,” he continues. “And if you think are the risks I didn’t take. You will regret it the this is the right thing to do, you have to believe it. rest of your life. Don’t stay in your comfort zone.”

When we used to do school sampling for certain He took the advice. But most importantly, products, [some said] it takes a long time [to get he also took a leap of faith. results]. You have to believe that sampling young

James Lafferty

http://blog.nielsen.com

Marketing Is a Matter of Faith

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Gunn Report 2010 Creative business as usual in the West, but big changes underway in Asia.

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he Philippines, Peru and Romania are creative countries to watch out for in 2010, according to by the Gunn Report, an independent global survey that summarizes results from the world’s top award shows.

The US and Britain continued to lead the world in creative awards in 2009. Award-winning ads were for brands big and small, selling toothpaste, cars, food, banking— and a US Presidential candidate.

Groundbreaking campaigns are ever more reliant on interactive, where most of Asia has to up its game if it wants to keep pace.

Compiled in London by an organization led by former Burnett executive Donald Gunn and Emma Wilkie, the report is on its 11th year.

It collects the results of awards shows, then arranges the winners by medium, country, agency and network to create a snapshot of advertising creativity.

Looking at these winners now takes us back to 2008, when some of these ads debuted. Now the Obama honeymoon is over, and at least one client and who knows how many creatives have parted company with their agencies. But in this nanosecondattention-span age, it also reminds us that really good work stays good no matter how many times you see it.

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The digital divide Not all is equal yet in the digital world, with Japan being the only march-april '10

Asian country “Who will be next? … Romania, among the top Peru and the Philippines have performers.

“Interactive the talent and have already continues to come quite close [to the Top be dominated 25.] Indonesia [is a] sleeping by a small and consistent roster giant, and … somehow I am of countries, convinced that South Korea is led in 2009 by the USA, Great soon to be due for a creative Britain, Japan awakening.” and Sweden… and execution must catch up as Suggesting that well. there are lots of countries around the world where the Agencies Asia: haven’t quite got their acts China rises, Thailand & together yet, as far as interactive is Singapore fall concerned.”

This year’s Top 10 countries echo This has big implications for last year’s, with the Top 5 in the Asia. In fact, the report attributes exact same order. (See table below.)

Thailand and Singapore’s fall from But in Asia, a changing of the the Top 10 countries for the first guard is occurring. time in years to their absence from

As with many other aspects of business, 2009 was China’s year. The country rose to no. 13, its highest finish ever. Thailand is at no. 15, out of the Top 10 for the first time in the Report’s 11 years; Singapore slid to no. 20 from no. 13. (Thailand also lost its hold on the Director top spot, with perennial winner Thanonchai Sornsrivachai out of the Top 5.

Skittles “Pinata” director Tom Kuntz topped the list.) Given these two countries’ competitive spirit and determination to lead in Asia, we have to agree with the report’s hunch that the declines “will

GUNN REPORT 2010 MOST AWARDED TVCs: 1. CREST TOOTHPASTE “Bulldozer/Lice/Pre-Nup” Saatchi & Saatchi NY 2. SCHWEPPES “Burst” GPY&R Melbourne

3. SHELTER CHARIT Y “House of Cards” Leo Burnett London Print: 1. CHRYSLER JEEP “Two Worlds” campaign BBDO/Proximity (Kuala Lumpur) 2. ALK A SELTZER “Dissolve Your Problems” campaign CLM/BBDO (Boulogne-Billancourt) 3. HARVEY NICHOLS “Bristol Store Launch” DDB London Inter active: 1. BURGER KING “Whopper Sacrifice” campaign Crispin, Porter + Bogusky (Boulder) 2. NINTENDO WII “Wario Land Shake It” campaign Goodby, Silverstein & Partners (San Francisco) DORITOS “Hotel 626” Goodby, Silverstein & Partners (San Francisco)

the Interactive and All Gunns Blazing categories.

Asia may have produced the Most Awarded Print Campaign in the world, but as the action moves to digital so must we. As various countries leapfrog to match the West in technology and mobile innovation, our digital creativity

All Gunns Blazing: 1. OBAMA CAMPAIGN “Obama for America” campaign Obama for America (Washington) 2. NYC DEPT. OF EDUCATION “Million” Droga5 (NY) 3. WARNER BROS. RECORDS “Oasis Dig Out Your Soul - In The Streets” BBH (New York)

The report notes a worrying trend: the 50 most awarded agencies came from only 15 countries, down from 23 in 2007 and 22 in 2008. While the web may have leveled the global field, the economic shock of ’08-‘09 seems to have taken its toll on creativity in many markets.

almost certainly turn out to be single-year affairs.”

Despite taking home a Cannes Grand Prix in Design, Hong Kong continued its eclipse, having made the Top 25 only once since 2005.

Meanwhile, Taiwan debuted at no. 22; Malaysia and India remained among the top 25, sustaining their respective sixand five-year runs. As for the Philippines, a good 2009 has actually put the Top 25 in sight.

(Exact rankings were undisclosed at press time.)

and Interactive. In the former, Dentsu came in no. 3, an all-time high for the Japanese behemoth.

Three agencies finished in the Top 5 in both categories: San Francisco’s Goodby, Silverstein, Brazil’s ALMAP BBDO, and Dentsu.

The report notes a worrying trend: the 50 most awarded agencies came from only 15 countries, down from 23 in 2007 and 22 in 2008. While the web may have leveled the global field, the economic shock of ’08-‘09 seems to have taken its toll on creativity in many markets.

Aside from the most awarded countries above, the top shops hailed from China (three agencies), Malaysia (two agencies), Canada, the Netherlands and first-timer Taiwan.

For networks, BBDO made the top spot for the third consecutive year. The network excelled not only in award-winning work, but in its spread throughout the network: offices in 27 countries contributed to the total. Asia belonged to no. 3 Ogilvy, however, with topscoring agencies in Taiwan, China, Bangkok, Mumbai+Delhi, Singapore and Tokyo.

As we write this, ADFEST is set to kick off the 2010 award season. Will the Philippines finally crack the Top 25 next year? It’s still early—and now we know to train our Gunn sights.

Note: The Gunn Report included the top 39 shows in the world for T V and Cinema, the top 19 for Print, the top 18 for Interactive and the top 16 for All Gunns Blazing.

Agencies & Networks: DDB London, Goodby, BBDO top the heap The Gunn Report continued its three-year practice of running two agency tables, Traditional Media

Crest Toothpaste "Bulldozer"

march-april '10

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AD NAUSEUM

NO LAUGHING MATTER When the billboards first appeared, they amused some commuters.

“Oh, look! Executive Optical has a sense of humor.”

Certainly, there was an idea behind the campaign. Inspired by research, the first ad showed a beautiful woman with a homely spouse, punctuated by copy that said, “More women suffer from eye damage than men.”

Not bad, right?

Perhaps quite pleased with them-

selves, the client and the agency (Euro RSCG Agatep) followed it with more of the same, a slew of outdoor executions and—wait for it!— matching TV spots, each one more painful than the last.

Here’s the funny thing about humor in advertising.

There’s no formula to tickling the consumer’s funny bone, but it doesn’t hurt to have a strong idea, grounded in truth and a ruthlessly edited execution. You want

Now Pirating ;-P

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

your brand to be funny, which is not to be confused with “trying to be funny.”

As Tom Evans, a creative director of Morey Evans and an expert in humorous radio ads, says: “While true humor is rare, attempts at being funny, unfortunately, are not. It’s kind of like trying to jump over the net after a tennis match. If you make it, you’re golden. If you don’t, you’re gonna catch a foot and flip on your head and look like an idiot (funny as that may be).”

Executive Optical’s campaign has its heart in the right place, but without perfectly honed copy and an exquisite sight gag, the ads still elicit laughs—just not the kind its agency wants.

CANNES

LIONS 20-26 JUNE 2010

57TH INTERNATIONAL ADVERTISING FESTIVAL

DDB’s Scarpelli

Presides over Titanium and Integrated Metal Chase DDB Worldwide Chairman and Chief Creative Officer Scarpelli heads Cannes Lions Titanium and Integrated jury. Scarpelli is best known for the mantra “word of mouth is the best medium of all.”

In his 33-year career at DDB, Scarpelli has created some of the most iconic, talked-about and awarded creative work in the world. He is such a passionate believer in “Talk Value®” that he trademarked the term and made it part of the fabric of the agency. Inspiring ideas and creative business solutions that transcend advertising to become part of popular culture are at the heart of Bob’s vision for his clients and for DDB, where the core belief is that creativity is the most powerful force in business.

Scarpelli served as the President of both the Film and Press Lions juries in Cannes in 2007. He has served as Jury Chair of five other prestigious international shows, including the 2007 Asian Advertising Awards, 2006 Malaysian Creative Circle Awards, the 2003 Clio Awards, the 2001 Radio Mercury Awards, the 2001 International Advertising Festival at Kinsale and the 2000 International ANDY Awards.

Under his leadership, DDB has won every advertising award there is and created a large yet nimble network of award-winning, innovative agencies. Based on creative output, DDB agencies have been named Agency of the Year in more than 25 countries, including the United States. DDB has won the most Lions and the most Grands Prix in the history of Cannes Lions, and is a consistently strong performer at the Clios, The One Show, ANDYs, D&AD, EFFIEs and the Radio Mercury Awards, among others.

Mad Men’s Jon Kamen

Heads Inaugural Film Craft Category

The new Film Craft Lions honoring the skill and quality of craft and technique in the process of filmmaking, will be chaired by award winning Jon Kamen. Kamen is the founder and builder of one of the world’s most respected content companies, @radical.media, where he serves as Chairman and CEO. @ radical.media is a global company that is the model of current day transmedia company.

The company is highly respected for its successful navigation into the worlds of branded, digital and entertainment media, while continuing to produce award-winning films that originally earned its reputation at Cannes Lions.

Kamen has served as an executive producer or producer of Academy Award-winning, Grammy Awardwinning, Emmy Award-winning and Spirit Award-winning, features films, documentaries, television series and specials such as The Fog of War, 10 Days That Unexpectedly Changed America and Mad Men. His company has been twice honored with the Palme d’Or award, presented to the best production company at Cannes Lions, The Smithsonian Cooper-Hewitt National Design Award for Communication Design and just about every accolade, trophy and paperweight associated with the advertising industry, including numerous Cannes Lions.

“I’m very excited to chair this prestigious jury. Why me? I’m gonna be eaten alive... but it’s important to distinguish Craft from the traditional categories of brands. Especially at

this time, where Craft will evolve and the intricacy required will become even a bigger part of modern marketing communications. Let the debate begin,” says Jon Kamen.

The Film Craft jury will award Lions to films based on the quality of the direction, copywriting, cinematography or editing as well as the skilful use of music, sound design or animation. The level of the emotional bond with the work and whether the craft of the work adds something to the idea and pushes the execution will also be taken into account.

Setting the standard for these new Lions, a group of highly respected and knowledgeable professionals to the film making process will be in Cannes to view, judge and award the work.

The Craft Lions will be presented in Cannes on Saturday 26 June alongside the Film, Titanium and Integrated winners.

What's new at the

PALAIS Aside from the Film Craft Lions, organizers have thought of new ways to drum up attendance this June. Here’s a concise but not complete list of what else to expect at the Croisette.

For more details, visit www.canneslions.com.

GRAND PRIX FOR GOOD From this year onwards, Cannes Lions will reward entries ineligible to win a Grand Prix in their sections because they are made for charities and public services. Each of the Gold winners in these categories across ALL entry sections will be judged by the Titanium and Integrated Jury, who will choose one piece to receive the Cannes Lions Grand Prix for Good, to be awarded during the Awards Ceremony on Saturday 26 June.

INDEPENDENT AGENCY OF THE YEAR This brand-new award honors the independent agency that has amassed the most points across all the entry sections at the Festival. An independent agency is defined as one that is not majority owned by one of the major global holding companies. Those networks are: Aegis, Dentsu, Havas, Interpublic, Omnicom, Publicis Groupe and WPP. CANNES CREATIVE LEADERS PROGRAMME This brand-new venture, launched by Cannes Lions and the Berlin School of Creative Leadership, is a two-week training initiative taking place in Berlin and Cannes in June 2010. It is designed for those either in a creative leadership position or about to step up to lead a team.

YOUNG MARKETERS COMPETITION To sit alongside the Young Lions competitions in Cyber, Media, Film and Press, this year sees the launch of the Young Marketers Competition. Teams will be chosen from country winners in the same way as the other competitions, and will have 24 hours to create the perfect brief and present it to a panel of world-leading creatives who will judge their efforts.

CANNES CONNECT Networking at Cannes Lions is easy, but it is often with people you already know. The Cannes Connect networking tool is an online aid to meet like-minded people attending the Festival before you even arrive in Cannes. Searching for digital creatives from Asia or clients from South America?

Would you like to meet production companies from Europe or professionals in the mobile space from the United States?

Cannes Connect will help you get in touch. No private data is made available, and delegates can opt out if they wish.

Cannes Connect is launching in April.

Two Philippine teams to enter the Cannes Young Lions competition For the first time, the Philippines is fielding two teams to the 2010 Cannes Young Lions Competition in June.

This was announced by the Creative Guild of the Philippines, after the Philippine Daily Inquirer, official representative to the Cannes International Advertising Festival, relayed invitations for not one but two pairs of creatives from the competition organizers.

The two teams of creative’s, aged 28 years old and under, will be chosen during

the Creative Guild Kidlat competition this April in Boracay .

Unlike in previous years, when the Philippine Daily Inquirer also sponsored the country’s Young Creatives in France, these teams are to be funded by the Creative Guild.

Sources estimate the subsidy at half a million pesos for each pair. Despite the prohibitive cost, the Creative Guild is intent on sending two teams because it is a chance that should not to be wasted.

“It was proven two years ago that we can (be successful in Cannes). Hopefully we can duplicate that. We have what it takes to win, but we have to get there first (in order) to compete,” added Leo Burnett ECD Raoul Panes, director for competition, of the Creative Guild.

Four competitions will be held at the Palais des Festivals, namely, Cyber, Film, Media and Print. The Philippine teams will compete in the Film and Cyber categories.

Two Filipinos vie in Uniqlo Cannes Tee contest

Two entries from the Philippines are in the selection round of Uniqlo’s 2010 Cannes TShirt Design competition. Art directors Angelo Estrella of Campaigns and Grey, and Katrina Encanto of JWT are in this year’s shortlist.

The Japanese fashion house and clothing unit Uniqlo, is well-known on the advertising circuit. Uniqlo’s website entry was the darling of Angelo Estrella's the Cannes Lions 2008, and won a Grand Prix "Doodle into inspiration Lion. Last September, the competition drew thousands of entries for the 2010 contest.

From the shortlist, an official selection committee from the Cannes Lions Festival organizers will review finalists. Only 20 designs will be produced as official Uniqlo products. Being in the shortlist was a surprise to Estrella, who crammed the night before submission.

“I sent it the last minute, a classic photo-finish deadline. So knowing that i got in with the other 199 designers was Katrina Encanto's "Mindmap" really unexpected but exciting nonetheless,” says Estrella. Encanto had the theme for 2010’s Cannes Lions Grand Prix as inspiration for her design. “I thought about the gruelling process of asking what-if’s and pushing initial thoughts further towards different directions. Inspiration, I think, fuels you to do it like the wind,” shares Encanto. “With great inspiration comes a great idea.

Or sometimes, even a Cannes Lion,” she adds. This year’s semi-finalists will be announced in Spring 2010. march-april '10

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$B44 Advertising on Autopilot

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by Rocelle Aragon

t started in 1984, with an ad that ran once and changed everything. Twenty-six years later, Super Bowl Sunday has become the big show of advertising as well as football.

Two particularly American obsessions reach their peak for one day each year, and much of the country comes to a standstill.

This year’s combatants were the Indianapolis Colts and the New Orleans Saints. The underdog Saints won, coming from behind in a game rich in drama. If only one could say the same for the ads.

Creative: Guess I may as well watch the game.

Teasers (for ads), manufactured controversies, ads made to be banned. Brands and agencies did everything they could to build their Super Bowl ad into an event—everything except create breakthrough ads.

There were bright spots: Snickers’ Betty White spot early in the game, a short-andsweet CBS promo featuring former bitter rivals Letterman, Oprah and Leno; Google’s thirdquarter, three-month-old “Parisian Love” ad, and the NFL’s stirring valentine to fans at the end.

But overall, the 48 minutes of beer, cars, junk food and web services were one familiar, interchangeable blur. Men acting like frat boys, men complaining about women (Dodge, FloTV), animals (chickens, a beaver, a whale, the Budweiser Clydesdales and a longhorn), men in their underpants (Careerbuilder, Dockers, Coke).

Yes, most of it was misogynist and juvenile—but

Bud Light "House Made of Bud Light Beer Cans" T VC

worse than that, it was boring and predictable and we’d seen it all before. (Sometimes literally: ads referenced Lost, The Hangover, The Outof-Towners, the “Whazzup” campaign, the 1985 Super Bowl-winning Chicago Bears, and McDonald’s Larry Byrd/Michael Jordan showdown.)

Certain traditions were preserved.

Anheuser-Busch (makers of Bud Light) was the biggest spender, but failed to score a hit even with eight ads. Doritos reprised its groundbreaking “Crash the Super Bowl” contest, airing the top four entries as voted—and created—by consumers. Careerbuilder and Monster. com faced off; Denny’s Grand Slam breakfast and E*Trade’s talking babies returned, and GoDaddy’s ads were as awful as ever.

But some things did change. Staple brands like Ford and Pepsi were absent, replaced by first-time advertisers like Google, Dove Men+Care, Skechers, the US Census, HomeAway.com and Focus on the Family.

Pepsi made pre-Bowl headlines by skipping the Bowl for the first time in 23 years, and pouring the US$3 million it would have spent into “Pepsi Refresh”, an open-entry, consumervoted campaign for community giving. Results were unavailable at press time, but the Super Bowl connection got Pepsi plenty of press—while still keeping the money online, where it would go furthest.

After the game, the recaps and viewer votes rolled in. Most covered only paying ads, so that Letterman’s and other CBS ads were disqualified.

USAToday Ad Meter: Snickers / Doritos’ Underdog / Bud Light Beer Cans / AnheuserBusch Clydesdales’ Friend / Coca-Cola Sleepwalker (based on real-time responses from 250 viewers in two cities, but one of the first released and most-cited in the industry) Hulu: Doritos’ House Rules / Snickers / E*Trade/ Google / Doritos’ Underdog (consumer voting: http://www.hulu.com/ adzone/watch#50032726) YouTube: Doritos’ House Rules / E*Trade / Snickers / Doritos Underdog / Doritos Samurai (2.9 million consumer votes) Brandbowl: Doritos (most number of mentions), Google (most number of positive mentions) (based on amount of Twitter mentions) The most-viewed US TV event of all time Despite the letdown from creative, from a media and money standpoint SB44 was an unqualified win.

The game had a record amount of ad time—60 ads, totaling 47 minutes and 50 seconds—and was sold out six days before broadcast. That benchmark was reached a bit later than last year, and at a slightly lower price (US$2.5 - 2.8 million, versus last year’s US$2.9 million, though CBS claims that “some” prices were better than last year). Doritos and Budweiser added extra spots at the last minute, and there was a distracting amount of CBS house ads, which suggests that the sellout may not have been as easy as last year.

CBS "Letterman. Oprah, and Leno" T VC

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SUPERBOWL 44 AD REVIEW

“YOU'RE NOT YOU WHEN YOU'RE HUNGRY.” Featuring beloved oldsters Betty White and Abe Vigoda getting tackled, this ad was followed in two days with another in the campaign featuring Aretha Franklin and Liza Minelli (‘You’re such a diva when you’re hungry.’). A smart, funny use of endorsers—and proof that you don’t need young celebs for a youth-targeted product.

Doritos "Underdog Shock Collar" T VC

More importantly, Nielsen reports that SB44 was in fact the most-watched American TV event of all time, with an average of 106.5 million viewers throughout. (The previous record-holder was the 106-million-viewed finale of MASH, aired in 1983.)

So it was that several commercials, mostly in the tense fourth quarter, have now been ranked by Nielsen as the most watched of all time. Topping this list is Doritos’ “Snack Attack

you also expect a clear difference in conceptual quality between amateur and professional product.

When a consumer thinks, “Gee, I could’ve thought of that,” he shouldn’t be right.

Samurai”, with an estimated 116.2 million viewers. (This despite coming only fourth in the audience voting, and thus getting the last of Doritos’ four slots.) Next were Audi “Green Police” and Electronic Arts’ “Dante’s Inferno”, with spots from Hyundai, Taco Bell, Budweiser, the US Census and E*Trade in the count as well.

Other advertisers have won big online. The day after the game, Google’s official blog reported that Dockers’ “free pants” and Denny’s free breakfast offers dominated searches the next day (two Denny’s ads, two specific spikes in search), with Motorola and Snickers as runners-up. Two weeks later, YouTube’s blog wrote that “[we] saw queries containing the brand term SNICKERS rise by 18,000 percent days after the game, and on YouTube Mobile, queries containing DORITOS rose 5,000 percent.” Of course searches are not purchases, but considering the importance of clicks in measuring success, that’s US$3 million well spent.

An intoxicating day for the Saints, a sobering one for agencies.

So let’s sum it up. Critics, media and ad bloggers liked Google and Letterman; consumers liked

Doritos, E*Trade and Snickers.

The rest of the 47 minutes of ads pretty much came and went, despite all the celebrities, production wizardry and expensive, extensive hype we could muster.

Most were very well-crafted, with unusual animation and inspired touches that would be enough for most creatives.

But when it came to connecting with consumers and critics alike, America’s ad industry was pretty much beaten at its own game, by in-house teams and amateurs with video cameras.

You expect consumers to like lowbrow ads and easy laughs. But you also expect a clear difference in conceptual quality between amateur and professional product. When a consumer thinks, “Gee, I could’ve thought of that,” he shouldn’t be right.

We tell ourselves that it’s not an awards show, and that beer, the bathroom and yelling guys are a hostile environment for our precious art. But just check any archive of Super Bowl spots, and you’ll be proven wrong.

This is classical mass marketing at the highest level, with money, an audience that’s actually interested and the plus of social media. This is the big shops’ reason for being, what they supposedly do better than anyone in the world.

As Colts fans would say, there’s always next year.

Let’s hope we’re back on our game then. Otherwise, the Super Bowl will go back to just being about football. What a shame that would be.

A former editor at adobo magazine and writer at McCann, ROCELLE ARAGON viewed SB44 at a sports bar in the heart of red-state America.

“BEST SUPERBOWL AD THAT SHOULD HAVE RUN” Old Spice hijacked the buzz without paying the price. Wieden+Kennedy’s self-mocking spot broke on YouTube on February 4, when consumers were already avidly surfing for Super Bowl ads. It didn’t actually air until February 8, the day after the game. By then it was already so popular that some commentators have mistaken it for a Super Bowl ad. More than one industry blog has called it the best Super Bowl ad that wasn’t, and we dare you to watch it without cracking up.

BEST IN SPIN A week before the game, religious group Focus on the Family announced an SB44 spot featuring college football star Tim Tebow and his mother, highlighting her decision not to have an abortion.

CBS accepted the spot, despite a long-standing ban on advocacy ads during the Super Bowl. Pro-abortion voices protested, citing that CBS had just rejected an ad for gay-dating site Mancrunch. The web blazed with outrage, pro and anti, for an ad that no one had actually seen. On game day, the ad itself did not even mention abortion, and was so low-impact that some viewers thought they’d missed it.

Issues aside, Focus on the Family did a great job whipping up attention for an ad that would never have merited it on its own. march-april '10

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SUPERBOWL 44 AD REVIEW

Google’s one-night stand with TV advertising Why does Google, the online empire that rewrites the rules on advertising, need to advertise on Super Bowl Sunday?

“Parisian Love”, its TV ad which aired one time only during Super Bowl XLIV, is the story of a guy who finds school, home, girl, love,

family and happiness ever after, after a visit to Google.

The search giant earns billions from online advertising and owns 70 percent of the search market. Clearly, it doesn’t need to promote itself and until now was indifferent to Microsoft’s and

T h e W o9 r k 60

THE WORK 09 - ORDER YOUR COPY NOW march-april '10

Yahoo’s tens of millions of dollars on television and print adspend.

But considering the hoopla over Google’s plan to scan the world’s books and its threat to stop censoring search results in China, perhaps it was time for some good PR. Moreover, Super Bowl XLIV boasted a global audience of Our goal one billion versus the was simply ad’s 1.2 million hits to create a on YouTube (prior to Bowl). In fact, series of short Super a day after Super online videos Bowl, the ad recorded another 800,000 or so about our on YouTube, so products and views the US$3 million price our users, tag for the airtime was worth it. and how they probably Google didn’t even interact. have to make “Parisian Love” from scratch. It has been on YouTube since November 2009. Besides, given the simple narrative, the lack of a cast, or even a production crew—only music design shop Analogue Muse has received credit so far—the production cost was probably a small fraction of one of Dorito’s homemade movies.

“We didn’t set out to do a Super Bowl ad, or even a TV ad for search,” Google CEO Eric Schmidt blogged. “Our goal was simply to create a series of short online videos about our products and our users, and how they interact.

But we liked this video so much, and it’s had such a positive reaction on YouTube, that we decided to share it with a wider audience.”

coming soon to adobo books The Work is a compendium of the best ads of the Asia Pacific region as compiled by Campaign Brief * 400 pages with hardback cover * 2 DVDs with over 100 TV, Integrated Radio and Viral Campaigns Limited copies are available, so order your copy now for only P3,500!

Call Ida Torres at 8450218 or 09228169617 or email sales@ adobomagazine.com for more inquiries

PROFILE OF A LEGEND

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I

t is high noon in Singapore, and David Droga is as cool as can be.

Clad in a form-fitting T-shirt and jeans, he leans back in a wooden bench, oblivious to the heat. Occasionally, he traces the brim of his straw fedora and tips it low on his head. His voice is calm; his Australian accent, soft. Under the noonday sun, he wears a quiet, laidback confidence and grace that is almost feline.

Nothing in his demeanor screams that he is the single mostawarded creative in the Cannes Lions. Or that his goal is to build the most influential ad agency in the world. Or that in the advertising world, he is an A-list celebrity.

Seriously.

In the Wall Street Journal, he modeled Prada for a Mad Men-inspired spread. At the Cannes International Ad Festivals, fans accost him on the street for autographs and photos. Last year, in Manila, the simple act of trying on a Team Manila shirt provoked frenzy among the women in the audience.

DAVID DROGA

by Cynthia Dayco

The Wunderkind Comes of Age

What is surprising is that despite his status, the man remains as grounded today as he was as a boy on the ski slopes of Thredbo, Australia.

David Bjorn Droga was born to a Jewish businessman and his Danish wife. He was the youngest of five brothers, with one younger sister, as denoted by the label his mother would sew into his underwear, “Droga 5”.

Because his brothers were intellectuals and achievers, he probably felt like the odd-son out; he wasn’t interested in the academic and corporate worlds of his father and brothers. His choices were simple: travel the world as a ski instructor, or be a writer.

In a 2005 interview, he said, “I didn’t care if I was writing comic books; I didn’t care if I was a journalist; I didn’t care if I was writing for TV—I didn’t care.”

Fortunately, someone pointed him in the direction of advertising.

“I don’t have the patience to write a book, and I don’t have the discipline to shoot a film, and I loved the thought of writing with someone else’s money. So that was what attracted me to advertising.”

Australia’s Upstart That led to his first job—as a mailroom clerk in Grey Advertising. As he delivered the mail to the Creative department, he couldn’t resist peeking at the work on the tables and think, “I can do better than that.”

Indeed, he could. Off he went to the Australian Writers & Art Directors School, where he graduated with the top honors and an internship at FCB. With these credentials, he became the first employee in a fledgling agency called Omon.

His very first ad earned him a Silver D&AD nomination.

Omon was led by three big-name creatives who were young upstarts themselves—around 26 or 27. So when one of the partners left, they saw nothing wrong in inviting a much younger David into their rarified circle.

That’s how he became a partner and executive creative director of Omon.

At 22 years of age.

But youth, as David would prove over and over again, was not a handicap in the world of advertising. Perhaps it made him impervious to march-april '10

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PROFILE OF A LEGEND SPCA

the late nights, or the constant rejection of even his best ideas. Whatever effect it might have had on him, he always threw himself into the work, and he drove himself to produce as many ideas as humanly possible.

If you’ve ever worked in Saatchi, you are probably familiar with that brainstorm technique called the 100 Boxes (with variations of 80, 60 or 40 Boxes, depending on your CD’s penchant for sado-masochism). Simply put, you must draw 100 small boxes on paper and fill each one with an idea that answers the brief.

It was this very form of torture that David devised and inflicted on himself at Omon. He would work long into the night, never going home, until he filled the last of the boxes. Should he return to the first idea that came to him, at least he was certain that he had chosen the best one.

With this dogged spirit and unflinching ambition, he led the agency to win Australian Agency of the Year twice and Ad of the Year, four times.

The Gold Rush in Singapore By the time he was 26, the wunderkind had caught the eye of Bob Isherwood, then vice president at Saatchi & Saatchi’s head office. Isherwood gave him two choices: the task of running the creative department at Saatchi & Saatchi in New Zealand or running the show from Singapore, as regional creative director for Asia.

Isherwood recalls David saying, “I think I’ve done the New Zealand job before. I’ve never done Asia. Asia is the bigger risk; I’d rather do that.”

The mid-Nineties was a great time for anyone working in Singapore. Neil French was still the reigning godfather of Singapore and Asian advertising. The local ad industry was a mélange of characters, a cocktail shaker of nationalities, ages and experiences. This was the world in which 27-year old David found himself.

“The stars seemed to be aligned. The time I was here, it was just very condensed. It felt like

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three to four years anywhere else. And we were just focused on doing the work.”

Besides, he was now responsible for the region’s creative output, which added to his excitement. Except for the first time, he felt his youth becoming an issue. Not a major one, but just enough to undermine his credibility with clients. Until David came along, clients thought all regional creative directors came with graying temples and Guinness bellies.

At the time, the answer was simple; he added a year to his age. As if a 28-year old regional executive sounded significantly wiser than a 27-year old.

“When you’re in the moment, you don’t really realize you’re going up fast. You know what I mean? I was always younger than my creative department, so I wasn’t hung up on my age. I was just trying to do good work.”

In fact, being the “youngish guy” pushed him to be a better leader. “I didn’t try to rub it in people’s faces. I was conscious that I had to prove myself more so than others. But I liked the feistiness that came with being younger than most.”

His presence transformed the Saatchi Singapore office. “Because Singapore was such a small country, the agency became bigger than advertising. We became sort of celebrities for Singapore—it was insane.”

If David was a celebrity, he didn’t act like one. During her Saatchi days, Merlee Jayme (now the chairman of DM9 JaymeSyfu in Manila) remembered how her boss took on briefs from difficult clients, without a single tantrum. She also recalls how embarrassingly punctual he was.

“As the head of the Singapore office, he comes in at 9 am and shuns tardiness. He always made it a point to be first in the office every morning and the last to leave. He knew thatcreativity wasn’t about the hours you put in, but to motivate his people he needed to set a good example to them. During his Manila visits,

I was embarrassed to see him relaxing on my couch so early in the morning.”

As Saatchi Singapore’s champion, his biggest goal was to put Saatchi’s London office in its place.

To Black Bag’s Heidi Ehlers, he said, “I thought Saatchi London was so arrogant and full of shit…so my day-to-day motivation was ‘We’re going to annoy Saatchi London in everything we do. We’re going to be this tiny little pimple on their ass that just outdoes them in everything.’”

In two years, Media Marketing named Saatchi the Regional Network of the Year and AdAge named the Singapore office International Agency of the Year. Indeed, David showed Saatchi & Saatchi London which office was really top dog.

“And we did it so well; they moved me to London.”

Leaving Asia, his big regret was that he never got to know the region that he traveled.

“I didn’t really see the region. I would see the office and the hotels; I didn’t really take the time and slow down and explore as much as I would have liked to.”

Most of all, he missed the people. “We had some great people, an eclectic bunch of people.

I look back, and I see them they’re all running networks around the region. Nothing I can take any credit for, but I feel proud of them—if that makes any sense.”

The Ghettos of London The London office was everything he was told it would be: “a big political minefield”. It was an agency that had seen its prime. To make matters worse, English admen were a proud people, and to work for a 29-year old ECD—and an Australian, at that—this was not something that would go down easily.

Nevertheless David turned down a far easier job at Fallon America, because the impossibility of the London challenge proved irresistible.

PUMA "INDEX" LIVOSTIN "IRRITATING EYES""

BURGER KING "FIERY FRIES"

CLUB 18-30

UNICEF "TAP WATER PROJECT"

One of the things he did was to take out the departmental hierarchy and dismantle the “ghettos”, as David called the dead-end teams. The P&G account was run out of one such ghetto. By making all teams “mainstream”, every team shared both the burden of working on the biggest toughest briefs and the chance at winning glory.

“Everyone has to feel that they had at least one opportunity on their desk at any time. If you work to make sure that everyone from the most junior to the most senior has…an opportunity for them to shine, they will gladly take on the really tough ones.”

"If people admire the work that we do, it makes me want to do better. If people hold you in high esteem, you should not disappoint them."

His strategy paid off. By 2002, the London office won Agency of the Year at the Cannes Lions. That same year, AdAge and Adweek named Saatchi Agency of the Year.

An achievement like that doesn’t go unnoticed. Soon, David got a call from Maurice Levy, global CEO of the Publicis Groupe, with an astounding proposition. Five phone calls later, David had a new job, as the global network’s Chief Creative Officer.

No one knows what possessed him at the end of that final call, but when he took Levy’s offer, he vowed to win more Lions for the network in his first year, than Publicis had in the last ten years. It was totally unnecessary, nevertheless, David made good on his promise.

He resuscitated the teams and infused a new culture, knowing well that “if you build around the people, business happens.”

In less than two years, Publicis enjoyed a creative revival and an enviable list of new business around the world.

Creating His Own Business Model At 37, David had reached the highest creative office, in one of world’s largest ad networks. But he had grown restless yet again.

“It was fun, you know, but it wasn’t the right thing for me. After three years, I was just traveling; I wasn’t creating anything. I was just going around meeting, shaking hands and stuff.”

He announced his departure, telling the industry, “I’m having a great career, but I’ve spent it working under other people’s models.”

In 2006, David self funded his own independent agency Droga5, which opened its doors in New York City. Later that year, he brought in partners Andrew Essex, Duncan

Marshall and Ted Royer. Predictably, AdAge’s Creativity Magazine named it US Agency of the Year the following year.

“We’ve doubled in size every year so far but more importantly, we grew the right way,” he said in an interview with Creativity.

“Fundamentally we’re absolutely a creativity-led company, and we’re not afraid of growth. A lot of companies have caps on how big they want to get but I think that’s bullshit as long as you’re able to stay true to who you are and as long as how you interview the 150th person is the same as how you interview the 20th.”

Since then, Droga5’s groundbreaking campaigns have become case studies in universities around the world. Not just for being marketplace success stories, but for effecting social change. The Tap Project for UNICEF has expanded to many cities and not just in the US. The incentive-based Million mobile pilot program has proven its critics wrong and is now being rolled out in new cities in the US. The agency continues to create viral hit after viral hit, from Ecko’s “Still Free”, Net10’s monster-spawning “Microwave,” “The Great Schlep” for Obama, Activision’s “Bike Hero” and Puma “Index” and “Hardchorus.”

Within four years of its launch, it has won a slew of awards, including Grand Prixes, multiple Titaniums and D&AD Black Pencils. Even its presentation style, as exemplified by the Tap Project videos, has been widely imitated in the award shows—much to consternation of David and juries around the world.

Of course, Droga5 had its occasional misstep. In 2007, it announced an ambitious experiment in online shopping and branded entertainment. A joint venture with Maurice Levy’s Publicis Groupe, Smuggler and Digitas.

Called Honeyshed, it was touted as “QVC meets MTV”. After failing to hit its revenue targets in an economic crisis, the website was shut down in early 2009.

MARC ECKO "AIR FORCE ONE (STILL FREE)"

Nevertheless, as far as batting averages go, Droga5’s has been phenomenal. Clearly, it was the result of talent, hard work, chutzpah… and perhaps being in the right place, at the right time.

David says of New York City, his current base of operations, “There’s a real hustle and bustle there, and not just from a touristy perspective. There’s opportunity here. You’re not inheriting trends; you’re ahead of the curve.

I’m so excited, and I’m completely committed to New York. I love it.”

Last year, they opened Droga5 in Australia, too. It seemed only natural. Perhaps David wanted to reconnect with his homeland, especially now that his young family was growing.

And in keeping with his NY office, Droga5 Sydney was named Australian Agency of the Year by the local trade press B&T.

The Things That Matter Most Like everything else he did in life, David settled down happened at a relatively early age. His girlfriend Marisa moved from New York to be with him in Singapore; shortly after, they tied the knot in Thailand. Their first son was born in London, and their next two children, in New York.

“You never spend enough time with your children. But I want to. That’s one of the reasons I wanted to start my own place…When I was on the worldwide gig, I was traveling for weeks— which was ridiculous.”

Now that both home and office are in Manhattan, workaholic-dad guilt is a thing of the past.

“I live 90 seconds from the office. When I’m not traveling in America for client stuff, I have dinner with the family, put the kids to bed, and then I’m back at the office if need be.”

Even though some friends have dubbed him David Yoga for his addiction to yoga, he says that free time is neatly divided between family and work.

“There’s no real quirky side to me. I love the idea of being a sloth. I think if ever I slowed down, I would be the laziest person. I’d probably get bored, but I just love the idea.”

But slothhood is not likely to happen soon.

Not while he holds the record of being the most awarded creative in the Cannes Lions, or while he’s busy turning Droga5 into the most influential agency in the world. Certainly not when young creatives run up to him in Cannes.

In his usual laid-back manner, he regards his celebrity status with nonchalance.

“I don’t take it too seriously,” he says. “After all, we are in advertising.”

After a second, he admits that all the attention was good for the ego, but “if people admire the work that we do, it makes me want to do even better. If people hold you in high esteem, you should not disappoint them. Do you know what I mean?”

Coming from an individual whose collection of Cannes Lions would put most countries’ to shame, that kind of humility is surprising.

“That’s what so amazing about this industry. We don’t give ourselves enough credit. We have self-imposed boundaries—it’s ridiculous—but we can do so much more. We can do amazing stuff, and it doesn’t always have to be socially massive. It can be just building brands.”

Lest anyone thinks he’s pontificating, he explains, “I’m not pretending I’m worthier than anybody else. The world is ruled by imagination and ideas, and I’d like to think that I can contribute a few of those. And hopefully build a company that is still delivering that.”

Well, if the last four years are any indication, it’s a foregone conclusion. But don’t forget, this is a man who never takes success for granted.

He pulls his hat low and looks into the distance. Thinking about the 100 empty boxes on his desk, perhaps?

Then David says, “I remember my very first job. I couldn’t believe someone was paying me for my imagination. I was staring at this blank piece of paper, and I couldn’t believe I was getting paid to do that.

“That’s a privilege. Which is why I want to do something great with it.” march-april '10

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CONTENDERS FOR THE

January Creative Guild

2009 AD OF THE YEAR

"D.I.Y. Poster"

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

February U.P. Alumni Association "Riles" TVC

Ad Title: UPAA "Riles" TVC Advertiser: UPAA Agency: TBWA\Santiago Mangada Puno

March WWF Philippines "Eagle" Print Ad

Ad Title: "Eagle" Print Ad Advertiser: W WF-Philippines Agency: Leo Burnett

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

April

Lasik "Eagle" Print Ad

Come to the adobo Ad of the Year party this April 2010. When the winner is revealed, place the sticker on the winning ad. (Of course, if you insist on sticking it onto your favorite, who are we to stop you?)

Voting instructions You can help choose adobo’s ad of the year. Visit www.adobomagazine.com and choose your Top 3 favorites. First 200 voters get a limited edition adobo Inspiration Everywhere calendar

Ad Title: "Eagle" Print Ad Advertiser: Lasik Agency: DM9JaymeSyfu

May Boysen Paints "Hibiscus", "Lily" Print Ads

Ad title: “Hibiscus” "Lily" Print ad Advertiser: Pacific Paint (Boysen) Philippines Agency: TBWA\ Santiago Mangada Puno

June North Face "City Arachni" Print Ad

Ad Title: North Face "City Arachni" Print Ad Advertiser: Primer Group Agency: Ace Saatchi & Saatchi march-april '10

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CONTENDERS FOR THE

2009 AD OF THE YEAR

July Vargas Museum "Amorsolo Campaign" Posters

Ad Title: "Amorsolo Harvest", "Amorsolo Laundry Woman" Advertiser: Vargas Museum Agency: JWT Manila

August Nokia "Push Cart", "Schoolboy" Print Ads

Ad Title: Body Paint campaign "Push Cart", Schoolboy" Advertiser: Nokia Philippines Agency: JWT Manila

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

Ad Title: Boysen Paints "Yellow Bell", " Violet" "Orchid" Print Ads Advertiser: Pacific Paint (Boysen) Philippines Inc. Agency: TBWA\Santiago Mangada Puno

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

October Meralco "Hug", "Disco", "Unplugged" TVCs

Ad title: Meralco 'Hug", "Disco", "Unplugged" TVCs Advertiser: Meralco Agency: Publicis JimenezBasic

November Manila Hotel "Hemingway", "MacArthur" Print ads

Ad title: "Hemingway", "MacArthur", "Beatles" Print ads Advertiser: Manila Hotel Agency: JWT Manila

December

Safeguard "Mano Po" TVC

Ad Title: "Mano Po" TVC Advertiser: Safeguard Agency: Campaigns and Grey

march-april '10

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OUT OF THE MOUTHS OF

There are scores of good ad agencies out there, but we make no bones about which is our favorite. After we cheered its ninth Emmy win (once again for Best Drama), we looked back at the last three years and revisited some of the best copy ever uttered at Sterling Cooper Draper Pryce.

Eugene: Hey, Brooklyn, come home with me.

Peggy: Nuh-uh.

Eugene: Why not? I live alone.

Peggy: Why should I? Eugene: Because I like you, and we’re having a good time, and I’m a good kisser and you know you want to.

Peggy: Eugene, I’m in the persuasion business, and frankly, I’m disappointed by your presentation.

Don: I can explain.

Betty: I know you can. You’re a gifted storyteller.

finest piece of ass I ever had and I don’t care who knows it. I am so glad I got to roam those hillsides.

Peggy: (TO PETE) Stop barging in here and infecting me with your anxiety.

Pete: The President is a product. Don’t forget that.

Betty: Only boring people are bored.

Roger: You know what my father used to say? “Being with a client is like being in a marriage. Sometimes you get into it for the wrong reasons, and eventually they hit you in the face.”

Pryce: Mr. Cosgrove has the rare gift of making clients feel they have no needs.

Joan: I said congratulations, didn’t I? Although, sometimes when people get what they want they realize how limited their goals were.

Connie: (TO DON DRAPER) What do you want from me, love? Your work is good. But when I say I want the moon, I expect the moon.

Roger: Look, I want to tell you something because you’re very dear to me and I hope you understand it comes from the bottom of my damaged, damaged heart. You are the

Pete: I have ideas.

Don: I’m sure you do. Sterling Cooper has more failed artists and intellectuals than the Third Reich.

Of course, the best lines are reserved for its lead character. While not quite as outrageous as Neil French, Don Draper is the creative director we all want to be: insightful, beautiful, ruthless, dark and gifted with a truly wicked tongue.

"The day you sign a client is the day you start losing one."

"What you call love was invented by guys like me to sell nylons."

"Now that I can finally understand you, I am less impressed with what you have to say. " "Fear stimulates my imagination."

"I keep going to a lot of places and ending up somewhere I’ve already been."

[In response to Peggy who said “Sex sells.”]

"Says who? Just so you know, the people who talk that way think that monkeys can do this. They take all this monkey crap and stick it in a briefcase, completely unaware that their success depends on something more than shoeshine….You are the product.

You, feeling something. That’s what sells.

Not them. Not sex. They can’t do what we do and they hate us for it."

"Nostalgia—it’s delicate, but potent. Teddy told me that in Greek, 'nostalgia' literally means 'the pain from an old wound.' It’s a twinge in your heart far more powerful than

memory alone. This device isn’t a spaceship; it’s a time machine. It goes backwards, and forwards... it takes us to a place where we ache to go again. It’s not called the wheel; it’s called the carousel. It lets us travel the way a child travels—around and around, and back home again, to a place where we know are loved."

"Advertising is based on one thing, happiness.

And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams reassurance that whatever you are doing is okay…You are okay. "

EXCLUSIVE

THE PATRICIANS OF

O

tis Chandler, publisher of the Los Angeles Times, once said that the greatest pleasure of owning a newspaper is “the opportunity that it gives you to do important things to improve this Planet Earth.”

This may seem self-serving to some, but no one doubts the power of the print media to inform people and influence events. And this makes the role of owners pivotal.

While it opens a Pandora’s box of issues regarding proprietorial ethics, the reality remains that the publisher sets not just the agenda, but the mood and context of his company’s operations, as well as the level of expectations of the newspaper’s—or magazine’s—various publics.

Nicolas Coleridge, one-time managing editor at Condé Nast, wrote in his book Paper Tigers that publishers can be grouped into six overlapping categories. First is the aristocracy of publishing, usually newspaper-owning families with three to four generations of experience behind them. Second are the opportunists, who build up small operations to something much greater. Third are the political manipulators.

Fourth are the number crunchers, for whom profit is the ultimate goal. Fifth are the exhibitionists, for whom ownership is another means of attracting attention. The sixth are the recluses, owners who are so private, that very little is known about them.

Coleridge’s astute observations help place in context the movers and shakers in the world of Philippine publishing today. In a rare, if not unprecedented, score this very special issue of adobo Magazine includes three compelling figures who comprise the present and the future of the country’s publishing industry: Philippine Daily Inquirer’s Sandy Prieto Romualdez; Philippine Star’s Miguel Belmonte; and Summit Media’s Lisa Gokongwei Cheng.

They share their experiences and their insights regarding the joys and risks of running a publishing business. They also voice out the challenges facing Philippine publishing today, and the considerations that will affect it in the coming years.

The Philippines is a highly literate country, but newspaper and magazine readership is low in a population of more than 97 million. Yet despite a seemingly limited market, there is a proliferation of titles in both newspapers and magazines.

This means that corporate imperatives like profit and margins might have to take precedence over prestige and principle. Only the fittest publications will survive. Will the “cut and slash” model of publishing management—cut staff, cut quality, cut objectivity and hike advertising rates—see its application locally?

The traditional pre-eminence of newspapers as sources of news and opinion is seriously being eroded by non-traditional digital media. The Internet threatens the extinction of the print medium. As such, the role of newspapers and magazines is being re-defined. Where will it be going?

One thing remains certain: Print franchises, for all their supposed power, are more than ever vulnerable to the fickleness of market forces and the unpredictability of evolving technology.

In the meantime, publishers will seek to remain competitive as they endeavor to consistently deliver quality titles. Pressure will come from advertisers who will strive to attain the best values for their money. And readers with their wallets will continue to have the final say.

“I

f one is privileged and one’s a woman, one can be quite misunderstood.”

This quote is attributed to the late Katharine Graham, the late publisher of The Washington Post. She quite literally found herself as the accidental publisher when she was thrust into that role with the untimely death of her husband Philip Graham. Yet she flourished, growing her newspaper into a multi-billion-dollar business. In the process, she earned the respect of hard-nosed journalists— and transformed herself into one of the world’s most powerful women.

It would be easy to see some sort of similarity in Maria Alexandra Patricia Prieto-Romualdez as Manila’s more youthful version of Katharine

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Photograph by Paolo Ruiz

Graham. Born of privilege, Sandy, as she is popularly known, was set on a career path in social work and community development when her brother, Louie Prieto, who was running the family-owned Philippine Daily Inquirer, died in a tragic motorcycle accident.

Sandy was asked by her mother Marixi Rufino-Prieto, a formidable lady in her own right, to take over the role of her late brother Louie. To be sure, there were many who doubted if she could manage a newspaper business. Sandy, however, had a different point of view about the matter.

“Things start with passion,” she says. “It is important to find a connection.”

The newpaper’s mission of “social progress and change” resonated with her own interests.

PATRICIANS OF PRINT

PASSIONATE WOMAN Sandy Prieto-Romualdez She brought this sense of passion to her work. But Sandy was not a stranger to the newspaper business. Her grandfather, Benito Prieto, was the former president of the defunct Manila Times and is related to the legendary Chino Roces, whom she saw not as a journalist but as a freedom fighter.

“He walked the talk, and lived the simple life,” she recounts.

Sandy remembers in amazement how, despite being close friends with the late President Corazon Cojuangco Aquino, Chino would applaud the positives but when necessary, did not hold back on his criticism of the president’s management of government affairs.

“To him, it was about principle, not just about people,” she says.

Working first as an executive assistant to Ben Pangilinan, who was then the president of the company, Sandy pushed herself to know the various aspects of the business. She immersed herself by spending a month in each department.

“I was really like a sponge,” she recalls. “I was here to learn…there is no better teacher than experience.”

Intelligent, articulate and extremely focused, Sandy learned the ropes very quickly.

Sandy points out that many people associate newspapers with the editorial or more public side of the business, not realizing that there is a whole team at work behind the scenes that puts out every issue.

“The production of a newspaper is the most challenging part of the business,” she shares.

“Nothing is ever the same.”

The fluidity of the newspaper business is exemplified by the change of printing technology.

“Now, it is so digitized,” Sandy marvels.

But updating did not happen overnight. As Sandy reveals, it took eight months to calibrate the machines. It also meant that policies had to be reviewed and written to go with the changes in technology. This included the re-training of employees.

“We have a fantastic team here at the Inquirer that is pushed by a common vision which nurtures teamwork,” she states.

Sandy’s approach to the business is consensus-driven, and learning from others.

She feels she brought in a perspective of “reader” and “advertiser” that has made Philippine Daily Inquirer more relevant to their various publics.

“There is also a sense of duty that comes with coming out with a newspaper,” she says.

“It is about doing what is right. We strive to be accurate and fair.”

This is why she believes passionately that newspapers continue to be an important medium to create change. “As the watchdog of Philippine government, newspapers still have that role,” she observes. “Newspapers as agenda setters (is) still true.”

She admits, though, that newspapers are challenged with the onslaught of digital technology.

“We are now in the instant generation,” she says.

Having information at one’s fingertips, at the click of a mouse, brings with it a lot of

by Harry Mosquerra

issues—not only for the information seeker, but for the information provider.

For example, she explains, there is the question of the quality of information that is accessed. The information may be available, but is it the right one? This question becomes relevant if, for example, a handful of comments reacting to an article or a blog is used as a compelling reason to affect a company’s strategic considerations in place of proper research.

For the information provider, it becomes a question of profitability. Sandy refers to Dow Jones, which noted that “free is too expensive.”

The Internet needs to become a more viable medium for news organizations, which, after all, are businesses that require reliable income to survive.

In terms of craft, Sandy is proud to say that Filipinos are competitive to the journalistic talent available in the region. She feels, however, that the recent Maguindanao massacre is a very dark day for Filipinos.

“I felt so terribly sad that 40 journalists were killed in my country,” she says. “We need to find ways to protect our journalists.”

In terms of business, Sandy reveals that she benchmarks her company’s performance with their traditional competitors, Manila Bulletin and Philippine Star, along with other newspapers abroad.

“We look at the competition in terms of circulation, advertising, content, technology and processes,” she says.

Under her aegis, the Philippine Daily Inquirer has overtaken perennial leader Manila

Kenya was like being in immersion,” Sandy says, and relates how she lived with the Masai Mara. “I was experiencing life as simple as can be… I lived on one basket of water a day during a drought.

Bulletin in circulation and display advertising numbers, and eased the newspaper into the digital age by instituting fresh editorial policies, quantifiable performance measures and regular consultations with the editorial team. She has also grown the newspaper through brand extensions like Inquirer Libre, a free newspaper for the C and D markets, Hinge Inquirer which publishes 12 magazines as well as Inq.net in the field of new media.

Sandy’s passion for social issues has even led her to turn “green” by using soy-based ink and recycled paper. She acknowledges that using soy-based ink is still expensive, but she notes that the cost of her preferred paper pulp has become more competitive. Overall, she considers the quality of the newspaper even better than it was before.

Beyond her job and the newspaper, Sandy also brings her passion to her various advocacies like Gifts & Graces, Hands On Manila and Children’s Hour.

“I am a true believer in volunteerism,” she proclaims. “It is an avenue to make a difference,

and a venue to share lives—for anyone at whatever age or skill level.”

Her involvement in social issues began in high school at the Assumption, and she credits one of the nuns, Sister Gertrude, for influencing her to be an activist for the less fortunate.

“Prior to that, I lived a sheltered life,” Sandy confesses. “I did not know the expanse of poverty in the country.”

Through the school’s immersion and leadership programs, she “opened her eyes to a greater reality.”

Eventually, Sandy took up Sociology at Notre Dame in the United States. There, she felt conflicted by the dichotomy of being involved in development work in a developed country. So in her third year in college, she spent six months in Kenya under the school’s Management Study Abroad Program.

“Kenya was like being in immersion,” Sandy says, and relates how she lived with the Masai Mara. “I was experiencing life as simple as can be… I experienced living with a bucket of water a day and living a tribal nomadic life through the Masai Mara.

It was an experience that left a lasting impression on her, and confronted her with philosophical issues regarding development: What is progress? What is development?

There is another side to the corporate executive and social activist, and that is Sandy as wife and mother. Her eyes light up when asked about her husband, businessman Philip Romualdez.

“People didn’t think we were compatible,” she offers. “He’s such a loving husband. He makes me feel I’m the most gorgeous, most intellectual and most accomplished woman.”

And, in no small compliment, she adds, “He made me better…we help each other grow.”

With a daily calendar where every minute is occupied with meetings one after another, balancing work and family time can be difficult.

“My schedule is an organized circus!” she laughs. “Here’s a good tip that I learned: you make your decisions on your schedules from your priorities and values.”

So it is no surprise that she somehow finds the time to be with her children to buy shoes, or even to kick a ball.

With leisure at such a premium, the former swimmer, basketball and badminton player takes to golf to unwind at her home courses in Manila Golf and Midlands. But even in such a laidback sport, Sandy’s passion manages to swing its way to an enviable 8 handicap.

She credits her father Alex Prieto, a former national amateur champion, for her love of golf.

In fact, the two of them were together when she recently competed in a regional HSBC ProAm Tournament, where she was matched with Soren Hansen, ranked in the world’s top twelve.

They placed third in the tournament.

When asked to think of herself as a headline, Sandy responds: “Doing Her Best To Make A Difference.”

Her own editors may find it trite, but at least it rings true, and leaves no room for misunderstanding. Her passion to be the best could not lead her to be anything less. march-april '10

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F

irst impressions last, they say, and the first impression one gets when talking to Miguel Belmonte is that he is buoyantly happy. The forty-something president and chief executive officer of The Philippine Star, one of the country’s leading broadsheets, is a bubbly personality with a disarming candor not often seen or heard in a top corporate executive.

A true charmer.

“I was not a designated son to take over the business,” Miguel readily admits, over lunch at Ilustrado in Intramuros. “It was more of Isaac (editor-in-chief of The Philippine Star)— that’s why he was taking journalism—and my second brother, Kevin, who’s

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a financial whiz, and he was also supposed to be part of the company to handle the finances.”

“Me? I was free to do whatever I wanted since I was more of a happygo-lucky type of guy spending three hours in the gym, playing badminton for five hours a day…I don’t think they were really expecting a lot from me,” he laughs.

Yet the self-described happy-go-lucky son of the late Betty GoBelmonte, who founded both The Philippine Star and Philippine Daily Inquirer, and Mayor Sonny Belmonte of Quezon City, has certainly exceeded expectations, having transformed the newspaper into a thriving business that has attracted the attention of big-time investors like PLDT’s

PATRICIANS OF PRINT

THE HAPPY C.E.O.

by Harry Mosquerra

Miguel Belmonte Bares His Heart & Soul His secret? “There’s no cordon sanitaire,” Manny Pangilinan, who is in the process of he offers. “Anyone who has a problem, who acquiring majority interest in the company. wants to discuss something with me… they “2008 and 2009 were challenging years in can come up right to the office and talk to me the advertising industry, with many companies anytime.” tightening the belt and cutting advertising The Philippine Star is also very generous to budgets,” Miguel says. “Advertising-wise, we its employees. felt we did very well, basing on studies (which “One notable benefit the company has is stated that) The Philippine Star outdid all other that we give 18 months of salary every year, newspaper companies in advertising revenue.” no matter if it’s a good year or bad year,” he He proudly relates that during talks with says. “It’s a fixed benefit; it’s not based on Manny Pangilinan, Manny was impressed to performance. We do give other cash bonuses discover that the newspaper carries no debt. aside from that.”

“Everything we Miguel feels much of the acquire, we pay cash I think I picked newspaper’s success is in the for everything,” Miguel up a lot of my family’s “People First” style of declares. management style management.

Although Miguel’s “I think I picked up a mother and grandfather from (my mother), lot of my management style were in the publishing from (my mother), watching business, he intially charted watching her, how her, how she was doing it,” he a different career path for she was doing it...

“She really managed himself. A product of the She really managed muses. more with her heart than elite Jesuit-run Xavier more with her heart with her mind. I don’t know if School, he decided to go to the right thing, but it has college in the University of than with her mind. I it’s worked for us.” the Philippines. don’t know if it’s the The late Betty Go“I thought it would be cheaper and less rigid right thing, but it has Belmonte has been a great influence to her son, who studying-wise (compared to worked for us. describes himself as being his the Ateneo, another Jesuit“mother’s son.” Growing up, run institution),” he says. there were times when he had difficulty sleeping He asked his brother Isaac, who was at night. also enrolled at the UP, “what subject had “The minute she would come home and the least math and the most girls.” Isaac sleep by my bed, in less than five minutes, I’d be suggested that he take up Hotel and Restaurant knocked out already,” he shares. “There’s a sense Administration. of security with her being around.”

“That was my only basis for selecting my Miguel divulges that before his mother college course,” he grins. died, she told him “to take care of my people at He was on track for a career as an hotelier The Philippine Star.” It is a promise he continues when fate intervened. While still at the Manila to honor.

Mandarin, he got a work contract for a hotel in “What I learned is that if you take care of Beijing. Before leaving for China, he decided your people, they also take care of you,” he says. to take a short vacation. It was then that his “That’s why everybody does their best, and mother asked him to set up the personnel they’re loyal to the company.” department for The Philippine Star.

A common touch, and a concern for others, “Being a good son, although I had no has closely linked the late Betty Go-Belmonte interest, I agreed,” Miguel recalls. In the and her family with the late President Corazon process, he discovered something about himself.

Cojuangco-Aquino. It is widely known that “Working with people gave me a sense of Betty and Cory were very close friends, loyal fulfillment I never felt before,” he shares. “That and devoted to each other. time, we already had some 500 people… since it “The Philippine Star was founded to was right after the EDSA Revolution, there was support the candidacy and presidency of so much opportunity.”

Cory,” Miguel discloses. Unknown to even It was this, and just having started a family its employees, the yellow in the newspaper’s of his own, that led him to rescind his China masthead and pages is the famous “Cory Yellow” contract to stay on in The Philippine Star. in honor of the country’s icon of democracy.

Miguel still handles the company’s personnel “Tita Cory has always been down to earth, department himself. her family was simple,” he remembers the late “More than that, it’s also me mapping out president, who, like his own mother, was averse the benefits, salary scales, compensation for the to trappings of wealth and power. whole company,” he says, with evident delight.

The Belmonte children are the same.

He takes immense pride that the “We’re quite low-profile, we don’t like to attend newspaper has no union. socials,” Miguel says. In fact, he easily confesses “Max Soliven would always tell me 90 to preferring a hamburger over an expensive percent of problems of a company are people business lunch anytime. problems,” he says. “So not having a union But being in the publishing business, and a means our people… give us full trust in our father who is himself a strong force in local and commitment to take care of them… I think that’s national politics, presents interesting dynamics a very big deal. Morale is always high at The for the Belmonte family.

Philippine Star.”

“It forces us to be involved with people from all walks of society,” Miguel allows. “We have to be exposed to how hard life is for the less fortunate of our citizens.”

“My Dad… having been speaker of the House (of Representatives), mayor… has never put his foot in The Philippine Star’s operations, editorial policies,” he clarifies. “We don’t mix politics with our newspaper. It’s very clear that since it’s our family business; it’s our bread and butter. Our family earns money from The Philippine Star. We don’t want to do anything to jeopardize the credibility of our newspaper.”

Unlike other family-controlled newspapers, however, the Belmontes are actively involved in both editorial and corporate sides of the business. This may be seen negatively by some people, but Miguel offers a different perspective.

“I give editors their space, but the difference between us and other papers is that we do have a say… our editors listen to our opinions, and if we the owners feel strongly about a certain issue, the editors give it weight, and our opinion will have an effect in the outcome of the story,” he explains.

Miguel holds a lot of respect for the paper’s editors.

“When I joined, my Mom was alive, and she was running the show, and there were a lot of senior people around like Max Soliven, Art Borjal, Louie Beltran and Teddy Benigno,” he

Miguel Belmonte and Mom Betty Go-Belmonte

says. “Everything I know I learned on the job.”

He describes his role as president as one who gives feedback.

“I bring home a pile of newspapers, and I scan every one at night,” he reveals. “I’m familiar with the competition. I look at everything with the point of view of a reader…I’m not an editor.

I’m not a writer. So I’m a reader. I give my feedback to the editors as a reader.”

“The Philippine Star has never sold on bad news, intrigue and sensationalism,” Miguel says.

“Luckily for us, we found a certain approach that has been successful for without having to step on so many people’s toes.”

It is also an approach that allows him to drive around town almost anonymously without any need for bodyguards.

“I don’t have enemies,” he states. “We live simple lives. We’re really not the type to attract people with bad intentions.”

Indeed, with his smiling face and effervescent honesty, one can only manage to wish for good intentions on Miguel Belmonte. march-april '10

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M

agazine publishing abroad has always carried with it an aura of slickness and glamor compared to newspaper publishing. Maybe this is because of the glossy paper and the pretty pictures that abound in its pages. Compared to dailies, its very format allows for longer, more insightful writing, and its content is less time-sensitive. Its booklike binding also makes it more likely to be kept around longer for leisurely appreciation.

But in the Philippines, magazines were considered the lesser sibling to newspapers. Standards were lower. Print quality was bad. Local talent was limited; there were not enough stylists, photographers, writers,

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editors. Advertising was minimal, and there were hardly any distribution channels in place. Until Summit Media came into the picture and changed magazine publishing for the better.

At first glance, Lisa Gokongwei Cheng, the president and group general manager of Summit Media, makes for an unlikely magazine magnate. Born into privilege, the third daughter of the highly admired business tycoon John Gokongwei, Lisa lived a sheltered life and was more interested in the movies growing up. She, however, had a creative spirit that found expression in writing, initially at the Manila Times.

“I took a hiatus from working at the Manila Times which my family owned then to pursue a master’s degree in Journalism in New York,” Lisa recalls. “There I was exposed to magazines. When I returned to Manila,

PATRICIANS OF PRINT

CREATIVITY THAT SELLS Lisa Gokongwei-Cheng

by Harry Mosquerra

“Lance is my only and older brother and I thought that the country needed a magazine. also my boss. He does a good job with both,” she We put up Preview in 1995.” says. “He is able to balance being a sibling and The rest, as they say, is history. Today, being a boss. As a sibling, he can kid around.

Summit Media is the country’s leading As a boss, he is fair and tells you when you are magazine publisher, with a mix of 20 local and doing a good or lousy job. No hard feelings.” foreign titles in its portfolio.

In the world of magazine publishing, Lisa “Our local products like YES and professes admiration for Tyler Brule, founder Preview are two of the top five most profitable of Monocle. Described as a cross between in our portfolio,” Lisa says. “All our local Foreign Policy and Vanity Fair, Monocle offers titles—including Yummy, Real Living, a globalist perspective on international affairs, Smart Parenting—perform very well and are culture and design to wealthy cosmopolitan profitable.” readers.

According to Lisa, choosing a foreign “He has come out with a magazine that is brand for the Summit stable is based on two modern, definitive of the times, and successful criteria. One is that the magazine is very wellin spite of predictions that print is dead,” Lisa known, like Cosmopolitan and Men’s Health. says. “He proves to me that if you can create a Another is that it has a unique formula that will great product, you will sell.” spell success, like FHM. “In many cases, The Gokongwei siblings “A foreign brand can help were exposed to entrepreneuryou start up, but in the undeserved money ship as kids. “He trained us end, Filipinos care about will destroy you as early,” Lisa reveals. “It didn’t quality,” she says. “If you matter that we weren’t Numhave a great brand but a evidenced by the ber One in school for so long as lousy product, you don’t many drug-addled we weren’t late for our summer sell.” jobs in the warehouse or in the Lisa readily finds inspi- trust fund babies I ration in her entrepreneur read about and know. selling floor. Also, my father us to the office on Saturfather.

Money is not wealth. took days so we grew up thinking “When I feel tired and stressed or especially Family, friends, what this was normal.”

Being rich did not mean challenged, I always think you contribute to Lisa grew up spoiled. “My about my father who is 83 father is immensely wealthy, and still full of energy and society is wealth.” but we are not,” she clarifies. verve,” she says. “I am put “We live on our salaries and performance to shame and I forget my own troubles. I think bonuses, so in many ways, we are like wellhe is really resilient and optimistic. It is his compensated executives.” nature.”

“We can afford to travel Business Class Yet she is an achiever in her own once in a while, and buy nice bags once in a way, and would certainly make her father while, but we can’t just say, I will retire and buy proud. Starting from scratch, the slowan apartment in Paris, unlike many wealthy but-sure rise of Summit Media as a magazine people I know,” Lisa continues. “My parents publishing juggernaut is the result of her frown on extravagance—it’s the family culture. single-mindedness to grow the business.

When my husband bought me a Bottega Yvette Fernandez, her best friend and former [Veneta] bag, I had to lie to my parents about roommate at Columbia University, currently how much it was. For my mother, Nine West is working as an Arts and Culture editor for a splurge!”

Bloomberg News in New York, is all praises at Yvette has this observation about Lisa and Lisa’s success. her siblings: “She has an extremely strong work “When we first met, she wanted to be a ethic. It’s something that her father drilled into filmmaker, I wanted to be a newspaper editor. each one of his children. To work very hard.

We always planned to go back home and put up To put their hearts and souls into a business a lifestyle magazine together. Now she has 20. to make it successful. And yet she always has She is absolutely amazing,” Yvette notes. time for her family. They’re an extremely close, “Lisa has always been very passionate tightly knit family, and it’s a joy to spend time about magazines and the media,” Yvette shares. with all of them.”

“She is a voracious reader, and has always a Lisa allows that she balances work and book or a magazine or any sort of publication family time “with lots of good managers at work with her to read when she has an idle minute. and lots of good help at home.” She describes That’s why she’s so knowledgeable about a whole her relationship with her husband, Berck Cheng, slew of subjects.” who is in the steel and property businesses, as Lisa’s brother Lance is a successful “a cozy relationship where we respect each other businessman in his own right and is and get along very well.” considered one of the brightest stars among Her austere take on wealth is reinforced the younger generation of business leaders. by a personal belief that material things do not From the tea drink C2 to the airline Cebu necessarily make a person happy.

Pacific, he has promoted breakthrough “Though my siblings and I like to complain products as championed by his father to create about it, we know deep in our hearts that money new markets as well as introduced innovative that is not deserved will not bring happiness,” business models that challenge entrenched she says. “In many cases, undeserved money monopolies.

will destroy you as evidenced by the many drugaddled trust fund babies I read about and know.

Money is not wealth. Family, friends, what you contribute to society is wealth.”

The importance of people and relationships to Lisa is confirmed by Yvette.

“She is probably the busiest person I know, yet she’s always there when I need her,” Yvette says.

You cannot be creative and have no one reading you.

Lisa herself attributes the success of Summit Media to her management, editorial and production teams.

“We hire good people,” she states. “I don’t manage magazines. I manage people.”

An astute businesswoman, she tries to harness the creativity of her team towards putting out quality magazines.

“For publishing, creativity is producing a product that one can be proud of that also sells,” she explains. “You cannot be creative and have no one reading you.”

Lisa opines that the local magazine industry can accommodate more players.

“We need more energy in the newsstands,” she says. “More titles, more brands, more niches.”

With the media landscape changing, Lisa identifies the opportunities that are developing in online growth and the emergence of e-readers like the Apple iPad which is supposed to be the savior of the print industry. Traditional print, she believes, remains a vital medium that is vibrant and relevant.

In comparison to regional magazines, Lisa thinks that Philippine magazines are doing great in terms of editorial quality and distribution, but lag behind in advertiser support.

“Magazine advertising in the Philippines is a little over one percent of the entire pie,” she says.

“In our neighboring countries, it is at least five percent.

Nevertheless the outlook for the near future seems promising for Summit Media. “We will continue to churn out more magazines and more websites,” Lisa says. “Our online business now delivers a combined 2.7-M unique users a month and 54-M page views a month. It’s huge and will become bigger. It took us just four years to build to these numbers. It’s much quicker than print.”

There are, however, some considerations to make the online business viable.

“First, in the Philippines, there has to be a lot of e-readers and WiFi,” Lisa points out. “Second, publishers have to deliver more than an electronic magazine. The possibilities of video, animation, electronics archives embedded in the electronic magazine are endless. Third, the e-reader must offer a payment method that is acceptable to Filipinos.”

In a little over a decade, Lisa Gokongwei Cheng brought Summit Media to the top of the heap, proving that creativity can sell. In the process, she has provided millions of readers better reading choices, and helped create an industry where Filipinos can excel in. march-april '10

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Appealing to the highest common denominator

by Jel Tordesillas

It’s been nearly three years since Rogue incorporated lifestyle, politics, history, arts, literature and controversy into the Filipino gentleman’s reading repertoire. Since then, it has built a very special niche for itself.

We’ve established a name for ourselves, our plan will really be to concentrate more on our core product. We’ll continue to strive to put out the best product we can, but we’re also going to be more practical.

However a niche is not necessarily the safest of places in a downturn economy. When people begin thinking “value for money”, extremely high quality—especially in a monthly—is often something they will do without.

That’s why it’s especially refreshing to see a title like Rogue retain its style and content, especially as it reaches out to both advertisers and readers. Team Rogue proves that in a crisis, it does more than protect its edge—it sells it.

Eager as we were to learn its trade secrets, we asked Rogue’s Design Director Miguel Mari Ugarte about creating quality that sells.

Your content is so refreshing. What makes a person or an event worthy of Rogue magazine?

Talking with people who are immersed in the different scenes and who are plugged in is really important to us, because we like to get different opinions on topics and issues. This is really important when we do our various portfolios (like those in our “State of the Nation,” cinema, art, and business issues). But, on a more basic level, we also ask if the content we put out is something that we would be interested in ourselves. If you want to be sincere, then that’s where you should start.

What about the interests of your advertisers? How do you balance your interests versus theirs?

Advertisers are very important in this industry, and we will always be conscious of that fact. However, we feel that you also have to consciously make the effort to stay in touch with what you and your readers want. After all, at the end of the day, if you lose your readers, there won’t be a market to see the ads.

Do they ask you to feature their own special interests?

We do get requests and pitches, and we welcome these because we believe that everyone has a story to tell. We just try to make sure that it’s something our readers will also be interested in.

Have you ever had to sublimate Rogue’s personality in favor of an advertiser?

We’ve been fortunate enough to work with advertisers that we believe in, and this definitely helps when you are trying to feature their products. We’d like to think that this works both ways as well: that they trust us enough to feature them in our own style, maintaining a sense of cohesiveness and identity throughout the magazine—which was hopefully what attracted them to us in the first place.

A lot of work goes into each issue. How do you manage it all?

It can probably be best described as “creative chaos”. There is a lot of work involved, but as I mentioned earlier, we’ve been very lucky with our team. We also work with a lot of very talented and professional photographers, artists and writers who always manage to surprise us and contribute a lot in terms of content and ideas. Everyone brings something special to the table, and things just somehow always work out.

How do you maintain your stable of first-rate writers, photographers and other contributors?

I think the trick to managing all this lies in our team of editors and designers. We’re very lucky to have a team of people who are, not only dedicated, but extremely passionate about the product and what they do. This ensures that they work tirelessly every month to come up with or follow up content that they think should be included in each issue. Of course, planning way in advance also helps.

Are your contributors paid well, or do they just like writing for Rogue?

We hope that our contributors choose to work with Rogue because they share our values.

They are compensated, of course. It is a business, after all, and they provide us with an invaluable service.

2009 was a tough year. What steps did you take to maintain the quality of your magazine?

It’s unavoidable that there will be times when the industry will be affected by the economy, so you just have to prepare for it. I think it’s all about being creative in your content, the way you produce it, the way you present it.

Coming up with a quality product doesn’t have to be fully dependent on having a lot of money. If you can maintain your standards and stay steady in spite of the economy, then that should definitely appeal to people on a business level.

What are your strategies for both quality and profit?

During our first two years, it was all about making an impact. A lot of our funds went into events, extra thick issues, and, production in general. Now that we’re nearing our third-year mark and we’ve established a name for ourselves, our plan will really be to concentrate more on our core product. We’ll continue to strive to put out the best product we can, but we’re also going to be more practical.

And Rogue.ph—have you been able to monetize your online edition?

Our online version is doing well, and it’s been able to generate a lot of traffic. It’s only been up for a few months now, so we are always improving on it everyday. We have not been active in trying to monetize the website as we feel that there is still so much we can do to capture a broader online market. Currently, we are still studying different ways of monetizing the site.

What can Rogue readers expect in the future?

Rogue readers can expect us to keep trying to tell our stories: the stories of Filipinos, of our country—one issue at a time. We’re planning to stick around in the industry for a while. march-april '10

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digitalscape SONY " Wish I COuld Be True to Myself" Robot Communications Tokyo Japan

Yahoo! Philippines strengthens editorial team in social media push Putting social media at the core of its editorial strategy, Yahoo! Southeast Asia recently hired Joey Alarilla, a prominent blogger and journalist, who is tasked to work alongside the fast-moving editorial team led

by Editor Erwin Oliva, who himself was among the editors behind the online news pioneer INQUIRER Interactive.

With over 500 million visits every month, Yahoo!’s goal is to bring together social experiences from across the web in a single place. The search company wants to be at the center of that flow, helping connect people to the news and to easily discover new information.

From iPod to iPad, Apple reveals a tablet

New York – So the rumors were true. The iPad, Apple’s latest innovation, has a 9.7inch, LED-backlit IPS display, with a Multi-Touch screen, weighs 1.5 pounds and is only 0.5 inches-thin.

Its technology can run all existing iPod Touch and iPhone apps, as well as run all 140-thousandodd Apple apps: Internet and email, photos and videos. The iPad looks like one handy, dandy package, that includes iBook. But, Amazon and Kindle offer the same app.

Priced at US$499 for a unit, IPad’s Wi-Fi model hits the shops this March, while the 3G version follows in April.

Facebook’s new payment system to bring in $250 million

Global – US analyst research predicts that Facebook’s new payment system will bring in between US$125 million and US$250 million in revenue this year, BrandRepublic reports.

The system, which is still in a test phase, allows users to pay the publishers of games and apps on Facebook for virtual goods.

According to The Internet Analyst, Facebook charges publishers 30 percent on each sale, a rate higher than competing services, “When the competing payments service is turned on for a given game, there is an immediate slew of transactions, indicating that consumers prefer the Facebook system to other payment methods.”

Nissan launches global digital campaign for zero emission

Tokyo – In conjunction with the launch of its new electric car “Leaf”, Japanese auto brand Nissan launched a global campaign to build support for its Zero Emission movement, says a report from Media.

Created by McCann Worldgroup’s marketing design company Enjin, the campaign encourages global audiences to tweet about zero emission. Nissan will then use augmented reality technology to visualize these tweets.

To accompany the digital campaign, Nissan held a live event and constructed two-meter-high ice sculptures of the words “Why not zero” outside Shibuya’s shopping mall PARCO I. Audience tweets were displayed on the structure.

Similar events will be held in two other global cities in the following months, possibly New York and Geneva. Follow on Twitter, @ zeroemissionary.

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PETER SELLS

on How Mobile Sells

by John Rojo

Advertising is in the business of making people feel happy.

Peter Sells, BBH London’s head of mobile, underscored this point as a challenge after revealing advertising in the UK has lost the trust and confidence of the average consumer with less than 15 percent of adults generally trusting advertising.

According to Sells, an advocate of mobile advertising and self confessed gambler, advertising has relied a great deal on traditional media to reach consumers, guided by traditional metrics such as reach and frequency.

But consumers have shifted their media consumption away from the traditional variety to more personalized channels such as mobile and digital media. Thus, a situation has emerged where advertising is doing much of the talking in media where consumers are listening less.

A sense of distrust has also emerged between clients and agencies, stemming from the struggle that brands are facing to connect to consumers and how to adopt a more tangible metric for success.

The solution Peter Sells Sells is selling is that agencies need to take more risk and to gamble on mobile and digital advertising because this is where advertisers can deliver on the promise of happiness to consumers, by allowing more interaction and participation that traditional advertising has never delivered.

Listening to Sells’ presentation revealed how new media has revolutionized the way we communicate, to the point that even mature markets, such as the UK, are struggling with ways for brands to reach consumers.

Happiness and engagement have become buzzwords as consumers now demand more participation and interaction in the marketing transaction, given the freedom of expression and sense of self they have acquired with the emergence of social media.

The local advertising and marketing communications industry faces a similar challenge, albeit at a different level. Brands are still assured that their messages can still get across to the average consumer using traditional channels like TV, radio and print, but the share of non-traditional tools and channels in the communications mix, like digital media and PR and activations, have steadily gained ground.

The emergence of these media is a result of a new reality—that in making purchase decisions, more and more consumers today rely on recommendations by other consumers, through word of mouth or through blogs and on-line forums. This is no surprise, considering we are a nation of cellphone and Internet habitués, where texting, tweeting and updating a Facebook status has become a way of life.

Admittedly, like in UK or anywhere else, the shift towards embracing these new ways of reaching the consumer can be a bit daunting. But the shift has indeed begun, and there is no turning back. To make consumers happy, brands need to engage and involve the consumers in the marketing transaction than just mouthing off messages, and to build communities of advocates by being open and transparent to feedback and criticisms.

This was what we had in mind when we launched the "Lola Techie" integrated communication campaign to build the Bayan and Bayan DSL brands. And with 45 percent growth on our DSL subscription, numerous creative awards, and 105,000 Facebook friends and 2,000 Twitter fans after, bringing total happiness to customers may be just around the corner.

JOHN ROJO is the vice president for Corporate Brand and Communications at Bayan Communications.

How Advergaming Can Help Your Brand

by Iggy Javellana

What is Advergaming?

Advergaming is basically using games as a tool for advertising a product, message or viewpoint.

Because of the proliferation of online games in the country (like Facebook and its myriad of applications), there are many ways in which a brand or client can engage in advergaming.

launched their advergaming campaign in tandem with Grand Chase, the most popular MMO (Massively Multiplayer Online) fighting game in the country, locally published by Level Up! Games. The campaign focused on generating and increasing sales for Slurpee while building brand equity and loyalty through the thousands of Grand Chase players.

week alone, Slurpee sales shot up by more than 22 percent in the category—all this during the “-ber’ months when, historically, Slurpee sales would drop. The campaign single-handedly provided an increase in their sales for the months of September to November, garnering record revenues for the brand during these “slow” months.

By the end of the campaign in

The promo mechanic was quite simple: buy the Grand Chasethemed 22-oz Slurpee flavor and, after adding PHP2.00, receive a Grand Chase collectible card. The card itself had a scratch code in the back which players used to redeem very valuable in-game items— something they readily used to improve their gameplay.

The Slurpee+Grand Chase collaterals were available all over the country and were visible in 7-Eleven’s more than 450 branches nationwide, including life-size standees outside each branch, branded 22-oz cups, posters and Slurpee machine toppers.

The campaign was so successful that in the opening

early November, total Slurpee sales increased by more than 42 percent because players kept buying the Grand Chase flavors to redeem their in-game rewards.

The campaign was also mutually beneficial—Level Up! card sales went up by more than 300 percent across all 7-Eleven branches nationwide.

But more than the KPIs, we learned something even more valuable through the success of this campaign—regardless of season or climate, players will buy as long as the purchase provides ample reward for their game experience.

Even through Tropical Storm Ondoy, players trooped to 7-Eleven to buy the Slurpees and the cards,

Facebook online games: Pet society and Mafia Wars

There are two distinct methods of advergaming—one is to create a web-based/Flash game for your brand, which you should later market either via online ads or social networks like Facebook, while the other is riding on an existing game by either inserting themselves in the gamespace or completely branding the game.

Based on my experience in Media Advertising, there is a stark contrast between the two paths. First of all, when inserting oneself into an already established game, there is already a captured audience; when you create a game from scratch, you still have to worry about marketing it.

Moreover, these established games tend to have a very niche audience composed predominantly of young adults and teens as compared to having to create a game from scratch, where there is no audience yet to speak of.

But that doesn’t mean you must prefer one over the other. You just need a method that best suits the objectives of the brand. Take the case of Slurpee in 2009.

Slurpee Weathers the Storm Just last September, conveniencestore leader 7-Eleven, through its frozen beverage brand Slurpee,

just to avail of the ongoing promo.

Why the Success?

This landmark case shed some much valued insight on the huge gamer market of more than 17M young Filipinos—if you gave the player value for their money, they won’t hesitate to buy your product. In the case of the Slurpee campaign, you quenched their thirst, gave them Brainfreeze, and for a small fee, gave them something extra.

Going beyond the numbers, the sudden rise in popularity of the brands themselves were enough indication of the effect of advergaming. Blog tags and online posts increased almost tenfold over the course of the few weeks of the promo—everything from blogs to photos, there was a huge spike in their online presence. Majority of the spike stemmed from the message boards and viral chat between Grand Chase players, which provided another valuable insight on their online behavior: They don’t just play games, they also socialize at an astonishing level.

Most important of all, the team that put together the advergaming campaign were true advocates of advergaming—from the category manager of Slurpee, James Ranada, who is himself a gamer and is very much in touch with the pulse of the gaming youth; to the partnerships and alliances manager of Level Up!, Pamela Puen, who has a keen sense of the Filipino gamer; to the brand manager of Grand Chase, Toti Alido, who above all knew his players inside and out, immediately figuring out how to maximize the potential of the campaign. Key to its success was their synergistic approach to the promo, while keeping their players’ preferences top of mind.

At the end of the day, the campaign was highly successful because from Day One, they just wanted to keep the players happy.

And that, ladies and gentlemen, is crucial for any advergaming campaign’s success.

For more online advertising campaigns, visit levelupgames. com.ph/advergaming or email Iggy at iggy.javellana@gmail. com. Incidentally, that is also his Friendster, Multiply, Twitter, Plurk, Linked In, and Facebook account. march-april '10

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PJMA’s “Mad World”

a raving organized success Why can’t school be this much fun all the time? Nearly three thousand students thronged to the SMX for an afternoon of fun and learning, the advertising way. The Philippine Junior Marketing Association (PJMA) held “Mad World” its national advertising conference, and it was an eyeopener. In fact, it was a junior advertising congress in the making.

Dwarfed by enormity of the venue, but nevertheless standing tall in the PJMA’s dream, association president Krizia Martha Carriaga welcomed the enthusiastic crowd of her peers. “I am humbled by the students before me, as

Mylene Abiva-Sazon and Krizia Carriaga

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we fulfill the dream to Jos Ortega, be able to hold a national advertising congress,” Carriaga remarked.

PJMA’s “Mad World”, perhaps is an apt description to the speed of innovation overwhelming the industry. However, PJMA did well to tap into the talents, pick the brain, so to speak, of veteran industry people. Enter JWT. While JWT began with the ubiquitous award show reel, JWT Manila CEO Jos Ortega and Creative Director Joe Dy emphasized that advertising has gone beyond the traditional.

“Ad competition is no longer ad vs ad. It is now, ad vs. Glee, vs. Mafia Wars. It is ad vs. text, vs. chat. And ad vs. sleep. In short, it is ad vs. real life. Life has become more interesting that ads are no longer interesting. Ads don’t just compete with attention, but compete for

time. More time on your brands,” says Senior Planner Jojo Leonardo.

With delegate from over 30 colleges and universities from across Luzon, the PJMA was a massive success, a fact that proves heartwarming to the JWT creatives.

“We’ve always wanted to give back. These venues are an avenue for us to inspire, to get (students) into advertising and do better than us,” reveals Leonardo.

Dy agrees, “This is the biggest collection of junior marketing association students. We hope we gave them something to take back to their school, to their association, and to know how we’d like to see advertising evolve."

Krizia Martha Carriaga

Waking Up to the Call

Making the Mobile Connection

Advertisers are becoming increasingly aware that in order to always be on the customer’s mind, they need a medium that is always in the customer’s hand. Mobile fits the bill with the added advantage of offering a broader reach than any other medium in APAC. Speak to Subscribers with SMS Text messaging serves a preferred communication medium for the vast majority of Southeast Asians. It offers a 90-percent reach, and Business can select the SMS ad call to action—be it click to reply, click to call, click to coupon or click to web—that best meets their marketing objectives.

Placing ads in missed call alerts, balance updates, content, and peer to peer messages is an unobtrusive yet direct means of creating a deep and personal connection with the mobile subscriber. The creative production process is simple and speedy, enabling advertisers to easily complement existing traditional media, and also swiftly spread the word about limited offers and last-minute deals.

Make Way for Mobile Web Many in APAC are experiencing browsing for the first time, through their mobile phones as opposed to through the Internet. In the Philippines alone, owning a mobile phone is almost 20 times more common than having an Internet connection. Moreover, according

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to Morgan Stanley’s Mobile Internet Report, published in December of ’09, global mobile Internet traffic is to rise to 66 times its present numbers by 2013. In Southeast Asia where 3G penetration stands at 7 percent, the next five years will see incredible growth as it is estimated to reach its inflection point at 24 percent in 2012 and rise to 37 percent in 2014.

The Proof in the Pudding We have witnessed, first-hand, the incredible developments taking place in APAC’s mobile advertising market. For example, the “Ice Age 3: Dawn of the Dinosaurs” click-to-web campaign for Fox Filmed Entertainment shows mobile’s capacity to rapidly create buzz. The campaign enabled mobile subscribers to click on an ad placed in missed-call notification alerts and view the movie trailer.

In 10 days, it delivered over 1,203,516 million unique impressions. These impressions elicited 11,980 clicks on the web link to view the trailer. The response rate rose to 1.86 percent at the peak of the campaign. Since a mobile advertisement remains in the subscribers phone, the recipients were able rewatch the trailer as many times as they wished, or pass it on to a friend at their leisure. It is worth noting that approximately 20,000 mobile users, to whose numbers the ad was never sent, responded as a result of a forward from the original recipients.

Invigorating Campaigns – Integrating Mobile

by Ruben Maislos

Mass-reach capability and cost effectiveness, allow mobile to complement any campaign.

It can be integrated alongside TV, web, radio, billboard, print and POs as an integral component of the advertisers overall marketing strategy with the added benefits of swift implementation and one-to-one engagement.

Mobile advertising spending in APAC is projected to double over the next two years alone, as brands learn to harness the power of the handset to enhance their impact. Advertisers are waking up to the call and integrating the relevant mobile channel into targeted branding, direct response, and lead-generation campaigns.

“The State of the Mobile Web, May 2009” report by Opera, reflects this trend, showing a remarkable growth in mobile web use. Between May 2008 and May 2009 the number of unique users browsing the mobile web increased by over 400 percent in Vietnam, by over 350 percent in the Philippines, and by 250 percent in Malaysia. The future of digital advertising in APAC is web based, and the future of the web, across Southeast Asia, is via mobile. In terms of brand exposure, mobile, which boasts up to 30 times higher performance than the Internet, undeniably, packs the most powerful punch.

RUBEN MAISLOS is the founder and vice president of Business Development of Puddingmedia.

mediascape Dy Tioco starts 2010 as STAR Group of Companies VP for Advertising

Star Group of Publications promotes Lucien C. Dy Tioco to Group VP for Advertising.

Previously the VP for Advertising for the Philippine Star, the promotion puts Dy Tioco on top of advertising and marketing of Pilipino Star Ngayon and Pang-Masa (in addition to the Philippine Star), for Metro Manila STAR Group titles, as well as The Freeman and Banat News, both of which are based in Cebu.

Dy Tioco is very active in the industry, primarily with the United Print Media Group (UPMG), where he is the vice-president on the board of directors. Since 2005, he has been consistently active in the Advertising Board of the Philippines (AdBoard).

Yehey! and October Eighty Publications partner with STIR.ph

AD ALIKE

"Never Let Their Toys Die" Energizer DDB South Africa December 2007

"Keep Them Entertained or Else!"

Nickelodeon TBWA\CHIAT\DAY

EVENTS CALENDAR

An instant online hit weeks after its debut in February 2009, STIR.ph extended its media reach by launching an in-print version.

An acronym for “showbiz talk and intriguing reports,” STIR.ph is a Philippine showbiz gossip site with star trivia, blind items and usergenerated content.

Yehey! is behind STIR.ph’s online power, while October Eighty Publications produces its new weekly printed version. STIR.ph website, and magazine, are prepared by editors Edgar Cruz and Maryo Labanda, respectively.

While the first two issues were given away in MRT and LRT stations, the magazine is also distributed through coffee shops, salons and TV stations.

TV networks new programs include remakes and previous hit shows

Broadcast giants ABS-CBN 2 and GMA 7 introduced the new year with new program line-ups.

Teleserye queen Judy Ann Santos returns to primetime with ABS-CBN’s “Habang May Buhay”. Sharing the timeslot are “Tanging Yaman”, Mexicanovela “Rubi”, and “Kung Tayo’y Magkakalayo”.

Friendly alien “Kokey” is making a comeback as well, with Angel Locsin. Other shows to air are “GIMIK 2010”, from the 90’s teen barkada, and “Pilipinas Got Talent”.

GMA 7 Kapuso network brings back Mars Ravelo’s “Captain Barbel” and 2005 fantaserye hit “Encantadia”. A remake of Koreanovela “Endless Love”, starring Dingdong Dantes and Marian Rivera, is also in the works.

Cannes Lions International Advertising Festival Registration opens: January 7, 2010 Entry submission begins: January 28, 2010 www.canneslions.com

D& AD Awards Student D&AD Submission from January to March 19, 2010 www.dandad.org

New York Festivals Radio Programming Awards Deadline for Entries: March 31, 2010 www.newyorkfestivals.com

London International Awards Deadline for Entries: June 14, 2010 www.liaawards.com adobo magazine Red Night April 2010 Tel: +63 2 845 0218 www.adobomagazine.com Asia Pacific Advertising Festival (ADFEST) May 2010 Pattaya, Thailand www.adfest.com Asian Marketing Effectiveness “Ideas for Growth” March 24-25, 2010 Pudong Shangri-la, Shanghai www.ame.asia

Advertising Suppliers Association of the Philippines (ASAP) Infoglio Creative and Technical Index April 15, 2010 Makati City, Philippines www.asapmanila.org.ph

Creative Guild of the Philippines Kidlat Awards April 12-14, 2010 Boracay, Aklan – Philippines email : 4asp@skyinet.net www.4as.ph

Festival of Media Valencia, Spain April 18-21, 2010 www.festivalofmedia.com The 3 rd Social Networking Conference 2010 April 22-23, 2010 Hotel Intercontinental Makati City Tel: +63 2 896 0639, 896 0637 Events Asia 2010 “The Future is NOW! The Future is WOW!” Boracay EcoVillage Resort & Convention Center April 28-30, 2010 www.eventsasia.org CLIO Awards May 26-27, 2010 New York www.clioawards.com

The 15 th Graphic Expo 2010 June 17-19, 2010 SMX Convention Center, Mall of Asia Manila, Philippines Tel: +632 896 0639, 896 0637 Cannes Lions International Advertising Festival June 20-26, 2010 Cannes, France www.canneslions.com Marketing Opinion and Research Society of the Philippines (MORES) 10th National Congress “In Search of the Elusive Insight” Boracay Regency Beach Resort & Convention Center July 7-9, 2010 bingporcia@mores.com.ph +632 533 6653 Internet and Mobile Marketing Association of the Philippines (IMMAP) The 4th Internet and Mobile Marketing Summit 2010 August 18-20, 2010 SMX Convention Center Mall of Asia Tel: +632 896 0639, 896 0637 Spikes Asia September 19-22 Suntec Plaza, Singapore www.spikes.asia London International Awards November 8, 2010 The Troxy, London www.liaawards.com

Asia Pacific New Business Scoreboard RANK THIS MONTH

RANK LAST MONTH

AGENCY

1

6

PHD

2

1

3

RECENT WINS

ESTIMATED YTD WIN REVENUE (US$M)

RECENT LOSSES

ESTIMATED OVERALL YTD REVENUE (US$M)

Unilever China, Unilever HK, Unilever Taiwan, OSK Malaysia, As Watson Hong Kong

19.6

-

19.6

Carat

China Telecom China, Nature Republic Korea, Bank of Singapore, Deutsche Bank Hong Kong

6.5

-

6.5

9

Maxus

Chrysler Australia, FAW Toyota China, Mcnroe India, Bangkok Airways Thailand, Bayer Healthcare Hong Kong

2.7

iiNet Australia

2.3

4

7=

MEC

Ikea China, Zee Entertainment India, D’décor India, Wrigley Southeast Asia

1.7

Siemens China

1.3

5=

12

Initiative

Smartone Vodafone Hong Kong, Nippon Paint Thailand, Playboy condom Thailand

0.8

-

0.8

5=

11

MediaCom

Vina Milk Vietnam, Power Plus Thailand, Virjoy Hong Kong

0.8

-

0.8

7

10

Vizeum

STA Travel Australia, Iplayup Cricket India, DFI Home Furnishings Taiwan

0.7

-

0.7

8=

3

ZenithOptimedia

Qizheng Pharmaceutical China, Singapore Arts Festival 2010 Singapore

1.1

Smartone Vodafone Hong Kong

0.4

8=

7=

Universal McCann

RHB Bank Malaysia, Rosee Cosmetics Korea, Yedang Entertainment Korea

0.4

-

0.4

10

4

MPG

-

0.0

-

0.0

11

2

OMD

Henkel Home Care Korea, Parryware Roca India, Carlsberg Singapore

0.7

Amway TV Buying China

(2.5)

12

13

Starcom MediaVest

Siemens China, Educorp Global

0.6

China Telecom China

(3.5)

13

5

Mindshare

Amway TV Buying, iiNet Australia

3.3

Unilever China

(15.5)

A record start for PhD, securing the Unilever business in Greater China, along with other wins in Hong Kong and Malaysia. In a distant second was Carat, securing China Telecom and other wins across the board. Maxus ans MEC made up third and fourth positions METHODOLOGY The R3 New Business League has been compiled each of the last 89 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.

Pepito Olarte

Pepito Olarte heads 2010 Officers of UPMG The United Print Media Group recently inducted incoming President Pepito Olarte and the rest of the new officers and directors at the Discovery Suites last February 8. Standing [L-R] Lucien DyTioco - Philippine Star, Vice-president; Pepito Olarte Philippine Daily Inquirer, President; Danny Ocampo -Business World, Treasurer; Ricky Alegre - Business Mirror, Director; Cris Lim - Chinese Commercial News, Auditor. Seated [L-R] Tess Ramirez - Cebu Daily News, Director; Angel Guerrero - adobo magazine, Director; Doris Bermudez - Hinge Inquirer, Secretary. (Not in picture: Barbie Atienza - Manila Bulletin, PRO) march-april '10

91

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Gunn Report for Media 2008:

OMD tops the Most Creative Media Agency list The Gunn Report for Media, the global evaluation of media creativity launched in 2004, released its fifth report. OMD came out ahead of the pack, while Group M was named Global Media Agency Network of the Year. Studio Brussels’ “Black Boy Wants Water” stunt was chosen as Campaign of the Year.

In the Top 10 Most Awarded Agencies for Media, the following followed OMD in the rankings: Mindshare, BBDO, Leo Burnett, Mediacom, Starcom MediaVest, Carat, Universal McCann, ZenithOptimedia, and Mediaedge:cia.

The report covered other categories, including the most creative media agency, the most creative media network, the most creative campaign, and the most creative advertiser.

"Once again The Gunn Report for Media has combined winners' lists from the world's most important award contests to establish the

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only global 'league tables' for the communications industry," said Isabelle Musnik, its editor. “In today’s increasingly competitive business environment, a growing number of advertisers are waking up to the importance of finding innovative, original ways of reaching customers.”

“In a world where consumers increasingly exert more control over the messages they receive (changing channels, fast-forwarding through commercials, or just tuning out ads altogether), the art of reaching a consumer requires as much guile and strategy as the creative message of advertising.”

According to Musnik, the Report sends a strong signal to the marketing industry, to put a global spotlight on media innovation, and to inspire a higher quality media product around the world.

"Black boy wants water" Guerrilla campaign

mediascape The New York Times to charge website access in 2011

BBC World News revamps and launches new programs

Singapore – As part of a revamp, BBC World News is set to launch six news programs and a new weekend show lineup for regional audiences.

In a report by Media, “GMT with George Alagiah” and “Impact Asia with Mishal Husain” among other programs will be supported with new on-air graphics and broadcast from the network’s redesigned studio in London. With this new format, viewers can interact with presenters through online and social media platforms.

This move, according to Richard Porter, BBC World News’ editorial director, is a response to the audience desire for news programs relevant to their region and to provide them with accessible and wideranging content.

Top 20 Advertisers (Full year 2009)

Top 20 Philippine Advertisers based on advertising expenditure RANK ADVERTISER

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

New York – Starting 2011, the New York Times will charge readers full access to its website. Acknowledged as the United States’ most popular newspaper site, the national daily once again mounts what majority in the business sees as unpopular. It intends to introduce a meter system requiring readers to pay upon exceeding a set number of online articles per month. The 159-year old daily is the biggest publisher to impose such sanctions.

In 1996, it failed at its first attempt to charge for website access.

Not spared by the recent global recession, the New York Times, lost $70 million in the middle of 2009. In the same year, 5 percent pay cuts were imposed on its reporters, laying-off 100 workers. It was inevitable the major daily would have to seek other forms of revenue.

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Unilever Philippines, Inc. Procter & Gamble Philippines, Inc. Nestlé Philippines, Inc. United Laboratories, Inc. Colgate-Palmolive Philippines, Inc. Jollibee Foods Corporation Johnson & Johnson Philippines, Inc. The Coca-Cola Export Company Smart Communications, Inc. Universal Robina Corporation Globe Telecom, Inc. Mead Johnson Philippines, Inc. Wyeth Philippines, Inc. Herbs & Nature Corporation Monde Nissin Corporation Tanduay Distillers, Inc. Kraft Food (Philippines), Inc. Del Monte Philippines Asia Brewery, Inc. San Miguel Brewery, Inc. OTHERS GRAND TOTAL

23,203 13,338 11,537 11,348 7,528 3,266 3,222 2,851 2,633 2,524 2,455 2,374 2,281 2,269 2, 198 1,897 1,845 1,500 1,237 1,144 92,612 193,263

%Change vs. Y2008 20% 22% 5% 14% -11% 21% 13% 1% -8% 44% 9% 13% 12% -15% 34% 23% 83% 30% 48% -11% 12% 13%

Top 20 Categories (Full year 2009)

Top 20 categories based on Philippine advertising expenditure RANK CATEGORIES

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

WSJ and Financial Times offer mobile versions

Asia-Pacific – The Wall Street Journal and the Financial Times have separately released mobile products for the Asian market, Media reports.

Featuring updates from asia.WSJ.com, The Wall Street Journal launched the mobile website for its Asia edition. Paying WSJ.com subcribers can access the full mobile site. Available on all web-enabled handsets, the website includes text from the Journal’s What’s News, Markets, Technology, Opinion, Personal Finance and Life & Style sections, and additional market-specific news from China and India.

Meanwhile, the Financial Times launched “Little Book of Business Travel”, an iPhone application for its FT-branded Asian mini-travel guides. It has travel contents on Bejing, Hong Kong, Macau and Shanghai and is free of charge.

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

Y2009

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

Hair Shampoo,Rinses,T’ment/Hairdressing Prod Communication/Telecommunication Government Agencies & Public Utilities Prop. Drugs/Other than Vitamins &Tonics Detergents & Laundry Preparations Food Prod/Other Than Biscuits, Bakeshop Cough & Cold Remedies Powder Milk Dentrifrices, Mouthwash & Toothbrush Entrertainment Skin Care Vitamins Seasonings, Sauces & Extracts Coffee & Tea Flour, Bakery Prod. & Bakeshops Health & Beauty Soaps Soups & Noodles Ice Cream, Sherbets, & Frozen Delights Banks, Finance Co. & Investment Houses DePt. Stores,Marts,Jewelry,Beauty Shops OTHERS GRAND TOTAL

Y2009 17,022 13,017 10,991 8,929 8,286 7,889 7,610 7,186 6,341 6,122 5,964 5,567 5,461 4,420 4,077 3,510 3,265 3,183 3,068 3,023 58,332 193,263

%Change vs. Y2008 4% -6% 53% 5% 30% 15% 19% 2% 4% 10% 28% 6% 30% -5% 46% 7% 11% 169% 2% 6% 11% 13%

MECKOY

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MECKOY

march-april '10

99

MECKOY

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THE CIRCUS Comes to a TV set near you

by Jamie Ortega

I

t’s an often-told joke that when you see the streets of Manila being neatly constructed, you know that election season is afoot. But for the 2010 Presidential campaign season, the biggest telltale sign of them all are the political ads.

Even more ubiquitous than a Manny Pacquiao endorsement, campaign advertisements are just about everywhere, when you’re in the middle of EDSA traffic or at home after a day’s work. But aside from giving massive Last Song Syndrome (“Naging Mahirap”, anyone?) do these ads even work?

What makes them tick? Or just like your parents’ droning sermon do they simply elicit the “pasok dito, labas doon” (in one ear, out the other) reaction? adobo magazine searches for the answers from all four campaign corners.

Television, the king maker The Philippines is TV country. Television has 90 percent penetration among a population of 87 million people. According to UP Journalism Professor Yvonne Chua, “TV is the number 1 source of information for the public about the candidates.

Looking at the surveys done by independent research groups, TV has overtaken radio, at least in the major cities in the country.”

Therefore, it would be smart to start the search here. Broadcast stations are definitely reaping bundles

104 march-april '10

of cash as 17,000 candidates contest 3,600 national and local positions.

However when politicians buy airtime, a small amount will give limited exposure in a sea of clutter; unless you purchase additional time, viewers may not see your ad again.

You are just wasting money if you don’t reach your target at least five to seven times.

“TV is the number 1 source of information for the public about the candidates. Looking at the surveys done by independent research groups, TV has overtaken radio, at least in the major cities in the country.”

Benigno “Noynoy” Aquino Jr.’s campaign has been very visible on television. His campaign draws strongly from his famous lineage. The clever use of “laban” (fight, in the vernacular) in Noynoy Aquino’s tagline “Tanggalin Ang Tiwali, Itama Ang Mali Laban Ng Tapat, Laban Ng Lahat” (Remove the Anomalies, Right the Wrong, The Honest Fight is Everyone’s Fight) is a wise and nostalgic choice, reminiscent of his parents, former President Cory Aquino’s and Senator Ninoy Aquino’s

philosophies. Same goes with the presence of yellow and the ribbon image in Noynoy’s campaign paraphernalia, as well as in the “Covenant With The Nation” commercial, where he promises to be honest in the name of his parents. From an advertising standpoint, this spot plays tugs on the heartstrings but little else that may seal the deal in voters’ minds.

With election fever rising to a fever pitch, the subsequent TV commercials feature Noy’s anticorruption stand with images shown on a wall and the metaphor of a house. One could think that this could be a subliminal response to Manny Villar’s political ad, featuring the Tondo house where Villar grew up?

While Noynoy waxes nostalgic, Gilbert “Gibo” Teodoro focuses on smarts and skill—or in Tagalog, “Galing At Talino”—capitalizing on his experience as the former Secretary of Defense and creating a niche among the other Presidentiables. “Galing At Talino” is a perfect tag to Gibo’s no-nonsense, straight to the point demeanor. His color of choice is green, to signify his major platform priority, agricultural development.

However, in his popular commercial “Sulong Gibo” (Onward Gibo), among all of Gibo’s numerous accomplishments, the

commercial features him and his hobby, flying planes, hence, “the Philippines is ready for “take-off”.

There is a disparity between the metaphor of the Philippines as the airplane and Gibo ready to “make the Philippines fly”, a more direct approach would have more impact.

Gibo describing his platforms— realistically not metaphorically— would have been more appropriate, as some poll analysts pointed out.

Like the Gibo campaign, Richard “Dick” Gordon’s advertisements are another example of the point missing the product. The campaign came off from a good headstart. The tagging of Bayani Fernando and Dick Gordon as the “Philippines Transformers” is actually quite an ingenious idea. The concept is cool, quick and futuristic, something to attract the youth vote, one of the biggest chunks of the 2010 voting populace. But alas, even if you swipe a magnifying glass across the TV screen during one of the Gordon TV commercials, you can’t find a connection between the brand “Dick Gordon” to the tagline “Philippines’ transformers”.

Sure, the ad showing Gordon, who is chairman of the Philippine Red Cross, not getting any sleep and helping the calamity victims during the holidays is striking; the quiet but defined subtlety of the commercial is a stark but refreshing contrast to the blaring jingles from all the other Presidentiables. “Silent Night” is a tune almost everyone is familiar with, but it was shown way past Christmas, and the melancholic feel of the ad goes against Gordon’s gung-ho persona.

It’s the second time for Brother Eddie Villanueva to run for office and the political ads don’t say much. Did you know that he was a political activist in college?

Probably not. Brother Eddie is a religious leader; the voting

PRESIDENTIAL MARKETING

populace who are not part of his religion would probably need to know more about him and what he can do for the country.

Share of voice = share of votes?

The big kahuna of political advertising for the 2010 election season is without a doubt Senator Manuel “Manny” Villar.

Symbolizing his rise from the slums of Tondo into one of the country’s richest businessmen, Villar uses the “check” logo. It’s handy, easy to do and has recall, but using the orange as its signature color leaves an “X” taste on originality.

(Former President Joseph Estrada is using the same for his campaign.)

Confusing choice of shade aside, Villar has the most diverse and bold advertising strategy among his contemporaries. His campaign can only be described as a smorgasbord of showbiz and sentimentality; influential celebrities like Dolphy, Willie Revillame and Sara Geronim endorse the billionaire who doesn’t let anyone forget his rags-to-riches story.

Be it TV jingles, rap songs or infomercials Villar’s TV commercials are calculated and comprehensive. The Senator is a good storyteller, with a “Pabahay” (Housing subsidy) prologue that shows his childhood home in Tondo. He continues his tale with the OFW commercials, and as the elections draw near, shifts toward the eradicating poverty platform. The television ads are a good mix of comedy (Michael V’s ads) and catchy jingles, and he knows what the people want to hear.

In fact, “Naging Mahirap” (Once a Poor Man) hits more than two birds with one stone—a catchy jingle talks about Villar boosting education, and the presence of kids underscores that Villar will take care of your children’s future. Overall the ads are often borderline sentimental, but that isn’t a bad point either. Most Pinoys love sob stories; all you’ve got to do is take a look at our daily noontime shows. All in all it’s PHP 1.2 billion well spent (more than the combined total of five of his opponents), which is an estimation of how much Villar had to shell out for the advertisements.

What also works in Villar’s favor is a consistent message, according to Pulse Asia’s chief research fellow, Dr. Ana Maria L. Tabunda.

“Frequency by itself does not work. You have to have a message that appeals and is credible.”

And Villar’s message has been consistent all throughout –kill poverty.

The bottom line is political ads, whatever strategy the candidate uses, should translate

into votes. And since it isn’t May 2010 yet, most people use surveys to assess who is at the forefront or lagging behind.

As of press time, Noynoy Aquino and Manny Villar are neck and neck in the Presidential race, with Villar gaining leverage. In the latest Social Weather Station survey, Noynoy slid down from a 46 percent to 42 percent and Villar slid speedily up from 35 percent to 27 percent. Manny Villar’s steady rise in the surveys game could be attributed to the effective messaging of his political ads. Basing on the sheer and consistent message of the television ads, Villar has been able to get what he wants to say across better than Noynoy, according to political analyst Ramon Casiple, executive director of the Institute of Political and Electoral Reform (IPER).

“The perception is Villar is saying, ‘I will take you all out of poverty,’ while for Noynoy, it’s like ‘I will think about it, but I promise you I won’t steal”, he explains.

But before anyone jumps into conclusion and crowns a candidate in their mind, let us all take a furtive step backward and remember. More than the surveys game, fanfare, celebrity endorsements, glitz and the glamour, finding and voting for a President is a serious business. Not even the fanciest of PR schemes or the shiniest of ad campaigns can mask greed or hide genuine intent to serve. Let us vote wisely, we certainly owe it to ourselves.

Jacqueline Megan Ortega one of adobo magazine’s newest contributors, is a freelance lifestyle and entertainment writer.

She considers writing to be both a privilege and a lifelong passion, and dreams of writing a self-help book someday. She is also a Mass Communication graduate from Assumption College.

OLD DOGS DO LEARN NEW MEDIA Curiously, each Presidentiable has his own promotion niche in the scramble for the highest seat in the Philippines.

Let’s go over the most prominent ones and deduce if the gimmick is worth the gamble.

When it comes to transit ads, Gibo Teodoro’s campaign is lording over EDSA and other thoroughfares.

This is a very crafty way of advertising, because the advertisements bearing the face and campaign slogans of the candidates are not considered “political advertisements” by Land Transportation and Franchising Regulatory Board (LTFRB) Chairman Alberto Suansing, despite its existing ruling that operators who want to install display ads on their vehicles “should formally seek the permission of the agency in same manner that regular applications are filed.”

The LTFRB chief said he does not consider the huge posters on buses as “political ads” unless they have the words “vote” or the post the candidate is seeking. The LTFRB is not penalizing the bus operators for the posters, resulting in a win-win situation for the bus operators and for Teodoro’s camp.

Another medium that came into play this time around was the Internet. Studies of online ads say that website visitors takes three to four seconds to decide whether to stay or leave. Within four seconds, the website has to hook them, with vibrant images and striking text.

PRESIDENTIAL MARKETING Among all the Presidentaibles, www.mannyvillar.com.ph and noynoy. ph are strong contenders.

Noynoy’s overall look is uncluttered, the text is clear and the images are strong. The site also loads quickly.

Manny Villar’s site has a very handy tool, a news ticker that talks about Villar’s issues and controversies.

Unfortunately, Villar’s Facebook isn’t as user-friendly. The status updates are complete but the pictures and videos are old, with a nearly obsolete forum. What is the use of putting up a social networking site if it doesn’t have members.

The other Presidentiables’ sites are lackluster, too. Gibo Teodoro’s site, aside from taking a long time to load, looks a bit too techie, and Dick Gordon’s site is word-heavy and article-heady, which could intimidate some visitors.

Maybe the reason some politicians haven’t focused on online ads is because according to a regional survey done by the IDC or International Data Corporation that explores the use and impact of online ads in Asia, 60 percent of the consumer respondents said they perceived Internet ads as more “informative” than TV and print ads, but less likely to motivate them to buy the products advertised.

POLITICAL MARKETERS UNDER FIRE Presidential candidates are used to being in the limelight, but not so, their campaign staff—and their ad agencies, even less.

Traditionally, multinational ad agencies turn down opportunities to create political campaigns. For the 2010 polls, however, a few highprofile ad executives and their agencies stepped up to the plate, either for political conviction or for much-needed profit.

Merlee Jayme

DM9 JaymeSyfu is one such office. Chairman and Chief Creative Officer Merlee CruzJayme acknowledged that her creative teams developed a few, but not all, campaign materials for Manny Villar. Among them were the “Naging Mahirap”, “Walang Iwanan” and “Akala Mo” videos and comic Dolphy’s radio endorsement.

The agency replaced Villar’s political marketing consultant in late 2009, after the candidate failed to rise above the initial SWS surveys.

Cruz-Jayme declined to comment further.

Campaigns & Grey, which represents the Nonoy Aquino and Mar Roxas ticket, as well as Senatorial bets Raphael Recto and Franklin Drillon, was equally reticent. Initially open to questions, its chairman, Yoly Villanueva-Ong later requested that adobo’s queries be forwarded to Maria Montelibano, the overall campaign coordinator of Nonoy, explaining that other individuals like Boy Abunda and Noynoy’s sister Kris Aquino created many of his campaign materials.

Many sources point to Publicis JimenezBasic as the creator of Teodoro’s “Sulong Gibo”. Further

investigation revealed that the campaign could only be attributed to a few individuals who worked on the TV spot, outside of the agency’s purview.

Speaking of analogies, Gordon’s “Transformers” tagline smacked of advertising word play. The candidate’s campaign managers would only say that their marketing was produced by passionate volunteers. But it’s an open secret that one of them is a high-profile chief creative in the industry. (Clue: the person works for an agency that also counts another candidate as a client.)

The agencies’ reluctance to discuss their political clients can be attributed to their stakeholders’ sensitivity to mudslinging and other political scandals. Indeed, the controversies even affect media networks like ABS-CBN and GMA, both of which were accused of profiting from the high-stakes media spending of the Presidentiables. (COMELEC enforces a lower ceiling on political ad placements in Print, so newspapers are less likely to catch a windfall.)

Yoly Ong and Frank Drilon

Likewise, media research companies are not immune to the intense scrutiny given the 2010 polls. Manny Villar’s name leapt out of its Q2 Top 20 Philippine Adspend Report in adobo magazine. Consequently, Nielsen met such a barrage of inquiries (and accusations) about why they had tracked Villar’s spending, that their regional office forbade any mention of political campaigns in their subsequent reports.

COURTING THE YOUTH VOTE The youth vote for the 2010 campaign season is something that should definitely not be trifled with. Based on the Comelec a vast majority of the 43 million strong voting population comes from the youth, 54 percent to be exact which is more than half, with 2.6 million being first-time voters. So, what would be the best way to woo the youth vote? By speaking in ways that the youth will understand.

Presidentiables have been teaming up with universities to organize forums where they can speak directly to the students.

One such event was De La Salle University and ABS-CBN’S “Youth Vote 2010: Boto Para

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Sa Pagbabago” (Vote for Change) which engaged the candidates and students in in-depth discussion and issues involving the youth.

Presidentiables are also utilizing role models like Sarah Geronimo for Manny Villar, Bianca Gonzales, and Dingdong Dantes for Noynoy Aquino who appeared in his music video “Hindi Ka Nag-iisa”. This is a very wise tactic. according to Morley Winograd, the co-author of Millennial Makeover: MySpace, YouTube, and the Future of American Politics and a former adviser to Vice President Al Gore.

“This is a group of people who are constantly checking in with everybody else in their circle to make a decision, this is a generation that doesn't tend to think about asking experts for opinion," Winograd says.

"They ask each other, and then that becomes the truth.”

One thing is for sure though, gone are the days of the apathetic youth. After the onslaught of Ondoy, more than half of the youth were at the relief centers, packing goods and delivering them to areas severely struck by the floods. It won’t take much to push them into action, if you know where their buttons are.

THE VOTE AS POWER OF ATTORNEY Voter responsibility means many things to many people. This year, the elections seems so urgent, and voting so crucial an act.

Amidst all the electionrelated activities, the Advertising Foundation of the Philippines enters the arena wit h their advocacy, its own call for vote patrol and vigilance, but with a slight twist.

“Hala, Bira! Halalan Na!” pushes the idea that the voting public owns the power. The vote is, in essence, a power of attorney. It is an irrevocable transfer of rights.

“Voting, therefore, is an act of entrusting their rights on their chosen candidate, (on

The Advertising Foundation’s voters’ advocacy competition

whom) they stake their happiness, their future prosperity, peace and security, and liberty,” according to Dodie Lucas of Ad Foundation.

Advertising and media companies, as well as members of the Advertising Board of the Philippines, are called upon to join the effort to impart the advocacy. What better teams than the creative, and aggressive, members of the industry, with the means and power to put the message out there?

“The Ad Foundation project will mold the media industry in a creative competition, in print, radio, TV, outdoor and mobile, as part of (that) focused campaign on the core message of trust wisely,” announces Lucas.

“Hala, Bira! Halalan Na!” the competition, encourages a communications strategy that is a model of voter enlightenment.

“The outcome will be a complete paradigm shift. It will be a sustainable contribution toward an attitudinal and cultural shift in the Philippine electorate that can Dodie Lucas restart good government,” Lucas emphasized.

Simply stated, “Hala, Bira!

Halalan Na!” is a move to make the people grasp the idea that they are in control. Moreover, impart to candidates and politicians that they are accountable, held answerable to the people, for their actions.

By understanding the power in their vote, the Filipino voter can be jolted to take elections seriously.

Creative Director Micky Domingo is behind the mechanics of the competition, and Eros Basilio designed the logo. “Hala, Bira!

Halalan Na!” launches in March.

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

FEBRUARY 2010 Bayan

Ad title:

march-april '10

107

the bigger picture

Noy’s “Barrage”, Villar’s “Dagat”, Gibo’s “Sulong”, and other OPMs*

by Cid Reyes

Richard Gordon

Eddie Villanueva

“T

promised her whiter clothes on the boob tube?

That seems to be the case when it comes to Philippine politics. The more a candidate is seen on media, the higher his ranking on surveys and chances of winning.”

A freelance writer Herbert M. Sancianco (actually, president and general manager of Market Bridges, a marketing services company) wrote “Politics: The Classic Marketing Challenge”, comparing each presidentiable to a consumer product or brand desperately seeking its market.

“Like any product or brand names that are going to vie for a purchase—the vote…the brand should have a USP or unique selling proposition and not a multifaceted projection, which the target audience may not believe in or be confused about.”

Marketing experts Dr. Ned Roberto and Ardy Roberto wrote on “why Villar is catching up with Noynoy (and what Noynoy can do about this) and why Gibo’s advertising is keeping him from advancing on the polls.”

Political consultant Frank “Television is no gimmick, and nobody will Leitz stated, “I’m be elected to major office again without more interested in how you feel than presenting themselves well on it.” you think.”

Just for this reason, the book Political Remarked campaign consultant Roger Advertising and Ad Watch Journalism: Beyond Ailes in 1968: “Television is no gimmick, and the Reason/Emotion Divide makes for very nobody will be elected to major office again interesting reading, certainly something that without presenting themselves well on it.” should benefit the communicators behind our Now reaching fevered stage is the political presidentiables. Already the current landscape advertising streaming endlessly from all of political advertising now affords the public the media, into and out of our inured ears. a range of materials enough to convince them Commentaries on the subject abound, such to finally make their choice. Essentially, these as Roger Pe’s article “Political Ads Invade television commercials can be classified under Primetime Television”: Acclaiming, Attacking, and Defense Ads. Not “Did you buy a shampoo because of its surprisingly, most of what we have seen so far TV advertising? Did your wife scamper to fall under the Acclaiming or Positive category. the supermarket because a detergent bar he idea that you can merchandise candidates to high office like breakfast cereals is the ultimate indignity to the democratic process.”

Those were the indignant words, way back in Jurassic time, in 1956, of Illinois governor Adlai Stevenson, who was the Democrat nominee running against Republican nominee, war hero Dwight Eisenhower. Stevenson’s slogan was “I Love the Gov” competing against “I Like Ike”— admittedly both sounding too simplistic to the ¬Avatar generation.

It was, in fact, a Madison Avenue advertising executive named Rosser Reeves who convinced Eisenhower “that short ads played during such popular programs as ‘I Love Lucy’ would reach more voters than any other form of advertising.” As history has panned out, Eisenhower won the presidency.

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Soon after Cory’s death, we were treated to an excellently produced material launching the presidential bid of Noynoy Aquino, with singer Regine Velasquez singing “Hindi Ka Nag-iisa”. The public deduced the concept of “passing the torch” an appropriate enough concept, suggested by the lighting of one torch after another, climaxing in a spectacular procession of torch–bearing celebrities, led by the ever omnipresent Boy Abunda and Kris Aquino. This brings to mind the custom of the two giant networks trotting out their entire armory of mega-and-super-talents, welcoming the Christmas and summer season.

The reaction of the public ranged from the positive (an overwhelming emotional response) to the irreverent (a warning of brown-outs to, horrors, a community’s search for a fleeing aswang).

Noynoy’s next material was an earnestly delivered covenant with the Filipino people,

Did you buy a shampoo because of its TV advertising? Did your wife scamper to the supermarket because a detergent bar promised her whiter clothes on the boob tube?

That seems to be the case when it comes to Philippine politics. The more a candidate is seen on media, the higher his ranking on surveys and chances of winning.

Bro. Eddie Villanueva "Bus ni Bro"

capping his speech with the now famous promise: Hindi ako magnanakaw. (I shall not steal.)

Of course, peering in a blur in the background are the photographs of Ninoy and Cory Aquino.

The follow-up material sustains the main thrust of Noynoy’s message: that he will continue to the fight against corruption, identified as the single most deterrent to Philippine progress. The commercial uses a metaphor a run-down house, fallen into decrepitude, is likened to our country, brought to ruins by corrupt practices. All of Noynoy’s commercials are distinguished by his consistent on-camera delivery.

Essentially, these television commercials can be classified under Acclaiming, Attacking, and Defense Ads.

Gibo Theodoro "Sulong Gibo"

Manny Villar "Maging Mahirap"

Noynoy Aquino "Hindi ka Nagiisa"

Not so Manny Villar’s commercial’s which chose to adopt a different approach. From the lackadaisical “Akala Mo” commercial to the more effusive “Dagat ng Basura” material, with its message sung to a melodic line, Villar’s advertising showed more range and variety. The “Dagat” material has already been parodied incessantly on the web, a sure sign that it had hit a nerve and caught the popular imagination.

Against the onslaught of the C5 controversy, Villar proferred veteran comedian Dolphy in an unlikely role: that of a serious endorser, delivering a straight-tocamera spiel a la Noynoy. (This is an example of a Defense ad) In all the Villar materials, the mnemonic device of the fingers forming a V, alluding to the check mark, is used consistently.

Gibo Teodoro’s commercials (“Dapat Gibo”) latched onto a bandwagon approach, showing several groups of people proclaiming his name ending with the selling line: Para sa mabilis na pag-ahon (For a quick

recovery).

The follow-up material has Gibo striding nobly towards a waiting plane, a clear reference to his status as a licensed pilot. The plane, of course, is a metaphor for the country in need of an able leader. Painted on the plane’s body is the slogan “Sulong Gibo.”

But the irrepressibly irreverent Pinoy (whose gift for scintillating or edgy repartee is unmatched) instantly quipped: “Sana hindi flying coffin,” a timely reference to a decrepit plane that crashed on residents’ homes in Cotabato City.

And what of the other presidentiables? Dick Gordon’s commercial is an impressive listing of his achievements, notably those related to the country’s calamities: volcanic eruption, Biblical floods, sea tragedies, conflagration. Of course, Subic is the jewel in Gordon’s crown.

Singing the praises of Bro. Eddie Villanueva is a band of youth, jazzing or reggae-ing (whatever) it up: “Eddie Ako.” So who’s my bet? Who should be the winner in all this ruckus?

Our country, of course. May we, this time, be blessed with a leader that Filipinos truly deserve. *OPMs or “Oh, Promise Me!”

Cid Reyes is an artist, writer, art critic, publisher, and creative consultant

march-april '10

109

logic and magic

Meaningful engagements bring brand victory

C

by Bong Osorio

the most effective marketing channels available to modern-day marketers. In its most basic application, it is a gradated road map compared to the all-encompassing traditional live event approach.

The strategic mix of the appropriate plan, unique copy proposition, cut-through design, competitive creative direction and execution is key in creating the critical link-up with various target niches. It necessitates an effective interface with a brand’s attributes on a more profound plane, fashioning a full familiarity with the brand. Experience marketing is a consumer engagement strategy that affords an influential venue to connect with identified audiences. It magnifies the impact of the entire event portfolio and other marketing components when appropriately integrated.

The value of experience marketing is fast growing. Take the case of BMW whose brand awareness generally hits to the high 90s, a figure. And culling from information published by its brand communication group, consumer engagement was a key component to IKEA redesigned Japan train seats with real furnitures. revenue increase.

The group specifically cited its product campaigning effort at high-end resorts where guests experienced driving BMWs as part of their stay.

The event was preceded by e-mail blasts and targeted merchandising supported by supplementary promotions and Experience Marketing is a sales efforts. The synergized activity proved that methodology that event an event planner could be a visionary strategic marketers can employ to partner rather than a logistical tactician.

IBM’s integrated marketing heighten engagement with communications group rationalized the need their audiences. for consumer engagement. It stated, “Event marketing is an opportunity to tell our story in doing provincial sorties to win a political the most engaging manner possible, and the contest, striking a conversation in a sales telling of that story is certainly enhanced by a rally or implementing a multi-city mobile powerful brand presence.” marketing initiative directed to the youth group.

In IBM’s experience, storytelling through Catchphrases like impressions and eyeballs are events is an effective way to turn brand now relegated to the backseat, and soon can be awareness into bottom-line results. For the classified under the “thing of the past” list. company “EM is a methodology that event Today, it takes more than a one-minute marketers can employ to heighten engagement TV or radio spot or a dominant-size print ad to with their audiences. It’s a natural complement make people act or react the way you want them and extension of what IBM has been doing for to. Special events—conventions, road shows, a long time. The marketing world knows that trade launches, concerts and the like—and its to cut through the clutter and fragmentation of latest moniker, experience marketing is one of apturing the undivided attention of today’s audiences and creating a meaningful bond between them and your brand has become a difficult marketing task.

Consumers are more jaded about marketing, and thus less trusting about communications and selling pitches that they are confronted with. They are shrewd about messages thrown at them, making them a discriminating and questioning lot.

Integration, customer engagement, brand acceleration, activation and participation are the working buzzwords and are decisive factors for victory. These labels in any marketing communications platform whether you are

112 march-april '10

traditional channels, going experiential can be a point of differentiation that can create lasting value for a brand.”

In today’s competitive environment, experience marketing is proving to be one of the most powerful tools available to communicators.

It is also a non-traditional devise in an election campaign that can prove powerful since it provides a physical connection between you and the constituencies you need to touch. Regardless of your motivation, here are guidelines for planning great experience marketing initiatives: • Appreciate the importance of consumer insights.

• Be strategic with clear, quantifiable or measurable communications goals.

• Generate a stimulating visual experience by choosing the suitable venue, campaign elements and other components of your experiencemarketing scheme.

• Connect to people’s emotions, not just their thoughts.

• Stimulate their senses, in every appropriate way possible. Experience is better appreciated by what we see, feel, hear, touch or taste.

• Build a consumer engagement strategy that will move your targets to heightened levels of interaction, thus creating brand evangelists and cheerleaders.

• Shield the integrity and credibility of your brand engagement • Be generous with every bits and pieces of your consumer engagement idea. Your ability to take care of details will be key.

• Make sure to leave an unforgettable impression.

• Document and share your experience marketing results with the media and other vital partners to optimize the value of your programs.

• Chart each experience marketing implementation with the goal of dusting off the stuff of regular everyday living and replacing it with something germane that can bring about an experience of great significance. You should be creative and distinct—and sometimes even calculatedly wild or over the top.

All these discussion bullets point to the powerful elements of experience marketing and how it has emerged as one of the most effective tools in achieving business objectives.

In the current environment, live experiences and experiential marketing offer a way to meaningfully engage your audiences and help establish long-term relationships between your brand and its publics.

BONG OSORIO is an active marketing communications practitioner, a multiawarded 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.

Cannes Lions at the Cannes Advertising Festival or a Palme d’Or in Cannes International Filmfest?

No matter how many accolades or how much money advertisers throw at a filmmaker, the lure of feature film can be irresistible. More and more directors of TV spots are going into traditional filmmaking, sometimes paying for it out of their own pockets. (Now, have you heard of a director using his own money to make his own TVC?) That’s why adobo got the lowdown from three directors—both with one foot in adworld and the other in filmdom—about their choices and the road less taken they were compelled to take.

ADVERTISING OR FILM

by Irma Mutuc

Which is the Missus? Which is the Mistress?

BRILLANTE “DANTE” MENDOZ A 2009 Cannes International Filmfest Best Director (Feature Film category) / Occasional production designer

Direk Dante didn’t feel well when I met him at the screening of his latest film “Lola”. He looked tired and I wasn’t his only interview. Two or three TV crews were waiting for him and he still had to close the film screening and anchor the Q&A. This, however, didn’t hamper him from talking passionately about his films.

He started in the film industry as a production designer. Prior to this, he was one of advertising’s most requested PDs. The decision to try his hand in filmmaking was made without much ado. He didn’t have formal film training, but he believed his years of experience and exposure in the industry prepared him for it.

After completing his first film, he was hooked. He would, however, shuttle to and fro for obvious reasons.

“When I make films, magastos (expensive). Kaya minsan (So occasionally), I have to go back to doing advertising work so I can continue to make films.”

He confessed that when he started doing films, “ I wanted to do blockbusters, I don’t need yung parang Hollywood, but when I to please the started shooting my first film, naging realista ako (I became a pragmatist) given audience. Sorry the budget.” if they get turned When he met and worked with multioff but I’m happy awarded screenwriter Bing Lao, they as long as I’ve started working on “real time”, “found story” and “found place.” said my point.

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He said, “ Nakita naming yung totoong kwento (We saw the real story).”

This started him on his ultra neorealist trail.

“Ayokong nakikita ang presence ko sa pelikula (I don’t want my presence to be seen in the movie).”

By that he meant he doesn’t want his hand seen by his audience.

“I want to manipulate the Mendoza's "Lola" (Grandmother) audience to participate in the film para 3-D ang perspective niya—naamoy niya ang panghi, pawis at takot (he can smell the funk, the sweat, the fear).”

Those who have seen his films, however, are divided and there are those who are not pleased.

To them, Direk Dante has this to say, “I don’t need to please the audience. Sorry na lang if they get turned off but I’m happy as long as I’ve said my point. I’m not here to entertain. Kung ano ang nakikita ko, yun ang ikukuwento ko (What I see is what I convey).”

His passion for confronting issues “na alam natin pero di natin pinag-uusapan (that we know but never speak of)” gives him the fulfillment.

While he credits his film directing experience for changing his perspective in life, he credits advertising for starting him off on his film career and for bankrolling most of his films. He said it’s easy for him to work on both since he knows what their roles are in his life and career.

In the world of film, he oversees everything. When in advertising, he’s a production designer, and the moment the shoot packs up, his work is done.

RAYMOND RED Winner of the Palme d’Or in the 2000 Cannes International Filmfest (Short Film category) / In-house director with Filmex

Direk Raymond’s interview was in his Filmex office where toys and posters of his films adorned the walls.

What I thought was going to be a short interview (I had the wrong impression of him being aloof) ended after almost two hours.

A TVC has its own language, it’s only for 30 seconds. I look at TVCs as a category of filmmaking; it belongs to the world of cinema.

He was and is still more widely recognized as an alternative/experimental film pioneer. He was deep into doing his own experimental films, when he got unceremoniously yanked into TV commercial directing in 1991.“Nagtataka ako (I was puzzled as to) why five production houses were calling me. Yun pala si Raoul Panes and Bing Beltran saw my short films sa Penguin Bar and recommended me to direct their Lakad Pilipinas TVC,” he recalls.

The production houses were treating him like some really es-

tablished director, so he made up his mind to act like he knew what he was doing. However this was his first foray into advertising.

The production houses seemed unaware so no one told him about the production process. After the briefing, came the feasibility meeting during which everyone waited for Direk Raymond to present his board.

Trouble was, he didn’t have one. He had ideas, though, and sketched as he presented them to the group. Frustrated, the advertising producer walked out.

Realizing that he needed acculturation, “Bong Salaverria helped me prepare for the next meeting. We still didn’t have a board but we had a rip-o-matic. The agency was pleased, and in fact, some of the ideas in the video ended up in the final TVC,” he proudly remembers.

He thought his first outing was going to be his last and he says, “I was not thinking of a career in advertising.”

Still, he stayed. For the last 19 years! And while he continued working on his films (and winning

Red's "Himpapawid" (Manila Skies)

No matter how creative you want to get, it’s still only 30 seconds, while in film, you could tell your story. There’s deeper insight and you get a contained audience to listen to your story.

awards for them), he stayed on to direct TVCs. “Kaya lang, di ko pwede pagsabayin (But I can’t do both simultaneously). When I do my film, iyon lang ang gagawin ko (that’s all I do).”

Does he think going into TVC directing is a sellout? Direk Raymond does not think so.

“A TVC has its own language, kasi it’s only for 30 seconds. I look at TVCs as a category of filmmaking; it belongs to the world of cinema.

“And I look at TV as mainstream cinema. When I direct TV commercials I look at the goal, same thing I do when I make a film. Wala akong tinatapon (I don’t discard anything)-the Raymond Red you get in experimental films is the same Raymond Red you get in TVCs. “I won’t be a hypocrite, I do TVCs because it earns a lot of money. Yung kinikita ko sa (What I earn in) advertising, I use it for my film projects. I like directing TVCs kasi I get to use the latest film gadgets, and I get to hone my craft.

“Isa pa, I like the professionalism in the ad industry. It makes it easy for me to adapt to TVC production because the goal is clear and the working parameters are clear.”

ERIK MATTI Director of TV dramas, TV ads and indie film “The Arrival”

The latest of the adworld’s directors to make his own feature film, Erik was basking in the glory of the CCP screening of his new film “The Arrival”, when we did the interview. While it was short, hurried and in staccato, it was sweet.

He was already working in feature film production when Nato Caluag asked him to work on directing Q&Rs (quick and rough) for P&G. “These were for testing and FGDs—not really for airing. When these get approved, they get another director to work on the TVC, “ Direk Erik explains.

“My first break came when I did the Q&R for Tide’s “Tolits” TVC, and the agency requested that I direct the TVC for airing as well.”

He confessed that he didn’t like directing TVCs at first.

“No matter how creative you want to get, it’s still only 30 seconds, while in film, you could tell your story.

There’s deeper insight and you get a contained audience to listen to your story.

“Pero, what I do now when I shoot a TVC is to make a ‘mini-long’ version.

Tapos, when we can, we get the agency to air it or we post it online as viral. ” Is shifting to TVC directing from film an upgrade or a downgrade?

Direk Erik would rather think and accept that each medium (TVC and film) is different.

“They are different kinds of animals so I attack each medium differently.

Dati, umiinit ulo ko (Before I was peeved) when everyone had a suggestion. Ngayon, I try not let ego get in the way.

Gagawa na lang ako ng (I just make my own)‘minilong’ version ko.”

Direk Erik Matti’s Screening Invitation sums it all up eloquently for him. march-april '10

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CREATIVE SHOWCASE \ LOCAL

Ad title: “Vase Face” Print / Advertiser: Canon / Agency: DentsuINDIO / Creative Directors: Randy Tiempo, Lawin Bulatao Art Director: Wham Bacabac / Copywriter: Kulas Abrenilla / Consulting Manager: Addie Adipue

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CREATIVE SHOWCASE \ LOCAL

Ad Title: "Ako Na", "Boss", "Trailer", "Rambo" TVC / Advertiser: Fresh & Famous / Agency: Publicis JimenezBasic / Executive Creative Director: Don Sevilla III / Creative Director: Noel San Juan / Copywriter: Noel San Juan, Martin Sarmenta / Art Director: RJ Ferrer / Producer: Paul Suarez / Production House: MCI / Director: Carlo Directo

To view these ads, visit: www.adobomagazine.com

march-april '10

117

CREATIVE SHOWCASE \ LOCAL

Ad title: Nissin “Haiku” TVC / Advertiser: URC / Agency: Nueron – Campaigns & Grey / Executive Creative Director: Ompong Remigio / Creative Director: Jun Ureta Art Director: Jason Jumaquio/ Copywriter: Mags Sandoval / Producer: Steve Vesagas / Accounts: Donny Dingcong, Bianca Pascual / Director: Stephen Ngo / Animator: Nat Robite / Production house: Provill / Editor: Jun Belen/ Colorist: Aurie Anden

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CREATIVE SHOWCASE \ LOCAL

Ad Title: Chevrolet Spark "Carwash", “Parking”" TVC / Advertiser: The Covenant Car Company, Inc./ Agency: Leo Burnett / Executive Creative Director: Raoul Panes / Art Director: Ryan Giron / Copywriter: Raoul Panes, Dax Dacayan, Ryan Giron / Producer: Lady Cajanding / Account Management: Cathy Siapno, Ben Reyes, Kandice Ting

march-april '10

119

CREATIVE SHOWCASE \ LOCAL

Ad title: Xplode “Elevator” TVC / Advertiser: URC / Agency: Blackpencil Manila / Creative Director: Dingdong Baes, Dax Dacayan, Raoul Panes / Creative Team: Marjz Tayle, Farlet Vale, Robby De Silva / Creative Director: Director: Sid Maderazo/ Producer: Steve Vesagas, Lester Parulan

Ad title: “Carols” TVC / Advertiser: Childhope Philippines / Agency: BBDO Guerrero/Proximity Philippines / Chief Creative Officer: David Guerrero / Executive Creative Directors: Joel Limchoc, Simon Welch / Art Director: Joel Limchoc / Copywriter: Rey Tiempo / DOP: Aids Tecson / Director: Joel Limchoc / Producer: Jing Abellera, Idda Aguilar, Aldous Pagaduan, Ino Magno / Accounts: Lynne Esguerra / Production House: Underground Logic

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CREATIVE SHOWCASE \ LOCAL

Ad title: Smart Bro “Surf TV” Integrated / Advertiser: Smart / Agency: DraftFCB / Executive Creative Directors: Sid Samodio / Creative Director: Bong Pedro / Art Director: Cookie Quevedo / Copywriter: Nicole Balaoing / Accounts: Jenny Wieneke, Tristan Nacino, Rachel Valera

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121

MAD ABOUT

THE INDEPENDENT LIFE

Vive la liberté!

Contrary to what the big networks would like you to think, there is life outside the multi-national ad agency. Some people say it’s the only life worth living.

Being an independent—whether as a freelance individual or a small shop—brings with it many perks: money, flexibility, family time. However, it also comes with a number of challenges that have sent many an ad person back into the waiting arms of his employer.

But for every story of failure, there are more and more stories of success. In fact, there are probably more Independents in advertising than ever before. They are no longer just artists and producers; they can be creatives, strategic planners, media planners, suits, even

former heads of multinational corporations. Nor do they compete only with each other. Today, big agencies are just likely to lose an account to a freelancing individual as they would to a rival ad firm.

Independents are even organizing themselves on a global scale.

They sign up for training in the Freelancers Union; they pitch for business in Openad.net or Odesk; they form loose international coalitions like The Law Firm. The world seems ripe for an indie takeover.

So if you want to be your own boss, if you’ve just been made redundant, or if your sidelines threaten to be your main line of work, browse through the stories of these brave souls and see if you have what they have—the smarts and the heart to follow your own star.

The Entrepreneur Dimarucot started freelancing in 2007 to augment his income because he was getting married later that year. He soon realized he could earn more by freelancing a few hours a week than working 60 hours a week in an agency.

So far, he loves everything about the independent life—not having to deal with traffic. Watching movies and eating out anytime he wants. But the best is Sunday night “because you never dread the idea of a Monday morning.”

Of course he admits that it ’s easy to slack off when you answer to nobody but freelancing suits people who in uncertainty and “who are tired of doing everything for somebody else.” All they need are a computer, a good internet connection, a decent portfolio and good old self-promotion.

In a short period, Dimarucot has done well for himself. At one time or another, he has designed for Nike USA, Adidas USA, bands Panic! at Disco and Paramore, even the late Michael Jackson. His work has been sold at Urban Outfitters, Hot Topic, and Karmaloop.com.

Moreover, he teaches what he practices, in a T-shirt Design course at Shift - The One School in Paseo Makati.

Now, he has another business: googoo&gaga. It ’s a baby clothing line that Dimarucot and his wife put up “when she wanted to become ‘independent ’, too.”

AJ DIMARUCOT Independence Day: January 2008 Before: Art director for Ogilv y & Mather Manila After: Graphic designer for offshore clothing labels and companies

The Digital Baristas Designing drones in their previous lives, Rex Advincula and Joyce Tai decided they wanted to do more creative work. Even though they were in Digital, they “realized it when our work became a routine and not creative anymore.”

So they went on their own, finding that they enjoyed “ the luxury of being selective to what projects we like to work on.”

By choosing their battles well, they caught the eye of the fashion and music industries, as well as their business. Among the clients who called on them were: Bea Valdes, Mich Dulce, X VIA3, Vedette, Qismet Lifestyle,Drawing Room Gallery, Silverlens Gallery,

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Graphic Design Lifestyle, EMI/Polyeast Records, MCA Records, Sony Music Inc. Warner Music, and NU107.

That ’s when they understood the late Tibor Kalman advice about “keeping it small. To resist the temptation of expanding.”

Despite their reputation, the InkSurge duo does its best to keep it real. To budding independents, they offer this strategy: “Hard work and not talking too much—meaning let your works do the talking.”

From their experience, they also recommend learning the ropes before flying solo. “ Being ver y talented doesn’t mean

that you will get client work right away—you need to learn the business side of things.

Before you break the rules and go wild, you need to learn the rules first.”

INKSURGE Independence Day: 2003 Before: Designers at 25BY8, a digital solutions provider After: Hotshot graphic design team with a manic passion for coffee

The Lifer Like many independents, Andy took the leap of faith after he began to make 10 times more with his sidelines.

Although he enjoyed the agency culture, he cherished the money and freedom that came with working freelance. It allowed him to create new business ideas like Wazzap cards— and design adobo magazine. He especially enjoyed “ the freedom of location, hours, choosing your clients and changing direction if necessary.”

For him, there was only one downside: As an independent it is very hard to get paid, or get paid on time.

As someone who has seen both the ups and downs of the Independent life, he is very particular about finances. “Don’t even think about working on your own if you don’t have any start-up money to buy equipment and to carry you over the six months while you wait to get paid.”

As for the prospect of going freelance straight out of school, he says it ’s better to first work for somebody who knows what he or she is doing and learn the trade. At this stage of your career, “you don’t have the slightest idea of what you don’t know.”

In fact, he points out that to be a successful independent, you have to be a geek in your field, knowing everything there is to know—“and then do it better.” From there, it ’s just a matter of focusing on your dream and following it without compromise.

Two years ago, he started Creative Spring, which services clients PGA Cars, Prudential Guarantee, Remy Cointreau Paris and various smaller clients in Manila, Hong Kong and the US. For him, the timing is just right.

“It is a good time to become independent because the concept of agencies and middlemen is slowly dying out,” Maluche says. “The world is your market now.”

ANDY MALUCHE Independence Day: 1993 Before: Graphic designer, for Leo Burnett Manila After: Creator of Wazzap cards, web designer, photographer and head of Creative Spring

The Dreamers Ryan Vergara and Garovs Garrovillo fell in love with the visual arts at College of St. Benilde, where Ryan was a Multimedia Arts major and Garovs, Fashion Design and Merchandising. Somewhere between the first day of school and graduation, they fell for each other, too.

After university, they put up EverywhereWeShoot. com as a portfolio for prospective clients and employers. While waiting for jobs, they filled it with photographs and design experiments, whatever inspired them each day. It was this time that Garovs realized “I’ve been loving what we’ve been doing.

To go look for a job ‘for the money’ is not the way to live life.”

From thereon, EverywhereWeShoot became more than a portfolio site; it was the company name.

Because they hadn’t learned the ropes the traditional way, getting clients proved to be the challenge.

“But when you’re working for the love of it, and not money, having clients for your financial needs is the least of your worries. We worry more for when the time comes and we’re sick of what we’re doing.”

One thing Ryan and Garovs also never learned: to dread Mondays.

Says Ryan, “We’re excited for Mondays because it also means, new work, new thoughts, new experiences, new, new, new—everything new!”

In any case, they now have enough clients, mostly local fashion labels and retailers, to supply new challenges: Ayala Foundation, Bleach Catastrophe, British Council, Coca-Cola, DMC Threads, Leyende, MAC Cosmetics, Mich Dulce, Pepper Lunch, Puma, Tank Magazine (UK), Team Manila, Terno Recordings, Time Magazine and T-Shirt Project (Spoofs Ltd.).

Not everything about the independent life is rosy however. “There will be days when you feel frustrated and disappointed, but when you look at all the work you’ve done, everything is great again, and you’ll remember WHY you’re still here.”

EVERY WHEREWESHOOT Independence Day: Graduation Day, 2005 Before: Cute and carefree couple in St. Benilde After: Unbelievably sweet photographers, stylists and designers with a kickass portfolio march-april '10

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MAD ABOUT THE INDEPENDENT LIFE

The Reluctant Suit When Tanchingco left O&M, he really wanted to do mission work and teach, but he learned he could still make a difference, albeit as a marketing professional.

Now, his indie agency works with Western Union, Globe, Nike, Toyota, Apple, Jollibee, SM, Nestle, Kotex, Belo Medical Group, Olay, Tide, Ariel, Kodak, Absolut, Chivas Regal, Jack Daniels, amongst others.

“Clients are now more open to working with independent agencies,” he explains. “At the same time, club agencies see us as partners in providing their clients an integrated communications approach and also as an alternative source of revenue.”

As the head of an indie agency—one that services both clients and agencies—he’s free to make rules that work for his team, adapting to clients and to situations easily.

On the downside, he doesn’t have the resources of a network, none of the training tools and regional case studies. Moreover, because AB Expedio works under the radar, “you just have to sell yourself on the basis of what you have done.”

In doing so, Tanchingco discovered hidden talents. “I didn’t realize that I could climb a tree, walk up a volcano and sell insurance policies, all in the name of work.”

It helped that he had a vision for AB Expedio, an entrepreneurial spirit, people skills and a great deal of faith. Sometimes, he misses agency life. Then he remembers everything else that comes with it—sleepless nights, long hours, revenue forecasts, regional reports, red tape.

Nevertheless. Tanchingco feels every independent should work for someone else first. “Find out what your good at, build your network…Going on your own is not for everyone. There’s always comfort in knowing that a paycheck will come twice a month—whether you worked your ass off this month or not.”

But when you do go out on your own, there’s one thing you shouldn’t do without.

“Get an accountant.”

OMAN TANCHINGCO Independence Day: 1999 Before: Head of Events at Ogilv y & Mather Manila After: Owner of AB Expedio, an IMC agency that specializes in experiential marketing

The Prodigal Daughter Modesto had spent most of her career away from home. After leading Indonesia’s biggest ad agency for two decades, she opted to retire and return to her family.

“I woke up one day and realized I was no longer enjoying what I was doing,” she says. “It was time for a change.”

Part of the change was the freedom to choose what to do with your time and to learn new things like digital communications. “I also like the interaction with young people (in UAP) and the visits to Jakarta and other parts of ASEAN when I do my workshops. I love the variety. I’m busy but a nice kind of busy. It ’s also less stressful.”

She does, however, have to do without the support of a large agency. In Jakarta, she had a full service studio, an in-house editor, a personal assistant, etc.

Now she does everything, but she really doesn’t mind.

One thing that did surprise here was that freelancing didn’t leave her much free time at all. “ I thought I’d find time to read, chill and even do a lot of my personal projects, but the day whizzes by so quickly.”

It helps that she still has an ex tensive net work of friends and colleagues, not to mention the financial independence she acquired over the years.

“Sometimes the projects are pro-bono so you do it for the fun, not for the money,” she explains.

So far, the Independent life is all good for Modesto. “ I think I’m in the right place right now.”

Even if that place is a countr y crawling out of a recession.

She says, “ You can see the ‘down times’ as an oppor tunit y as clients look for alternative ways to the Big Agencies.

I prefer to see it as a good time — it ’s all a mindset, I guess.”

ELEANOR MODESTO Independence Day: Mid-2007 Before: Country head of Lowe Indonesia After: President of Rogue the digital agency, teacher at UA&P and organizer of marketing workshops

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MAD ABOUT THE INDEPENDENT LIFE

The Rocket Man Having spend much of his career in big-name agencies, jaws dropped when Manny del Rosario bought into a 14year old undistinguished agency, New Thinkers Company and renamed it Rocket Science. Had he gone into early retirement? Far from it.

“To be honest, I wasn’t really interested when Managing Partner Celina Matias called me up about this job. It was only when I had a quiet moment to myself that I really started thinking about it and…I felt that it was time to leave my comfort zone and really challenge myself.”

Part of the challenge is the need to look for prospective clients, simply because independents do not have the brand alignments enjoyed by multinationals. “ You know that Rolodex of people you know who know other people? That really comes in handy.”

On the bright side, Del Rosario loves being untethered from a regional office. “Having spent most of my career with multinationals, it is quite liberating. I seriously doubt if any multinational agencies out there would be allowed to have a four-day work week like we do. Also, we don’t have to deal with royalties and remittances, which means 100 percent of the profits stays with us.”

Key to succeeding in an indie agency are partners who share the same goals and a willingness to sacrifice for those goals “because the last thing you need are partners who do not see eye-to-eye.” He also emphasizes the need to build “very strong one-on-one relationship with your clients, which sometimes can lead to new clients.”

His one advice to those who will follow his lead: a few words from his father. “ You will never know what it means to be an employer if you don’t know how it feels to be an employee.”

MANNY DEL ROSARIO Independence Day: 2008 Before: Creative director, Ogilv y & Mather Manila After: Creative Partner, Rocket Science

The Loner It ’s been only seven months since Javier became a freelance “Art Director/Graphic Designer/AE/ Writer.” Thankfully, he reports, the initial panic attacks are gone.

His decision to go solo wasn’t unplanned, but he did miss the security of the fifteenth and thirtieth of every month. “Because I’m on my own, I do the collecting too. And that can be tedious at times.”

Currently, he works with Woo and Ogilvy Action as a freelance CD. He has his own set of clients that include Sanicare and Melbourne Prime (a new meat brand), along with some discreet “strategic alliances”.

What he does like about being on his own is making on-the-

126 march-april '10

spot decisions about a proposal without worrying about what the boss might say. “Di ba andamidami-daming ‘cooks’ minsan sa malalaking ahensya? (Don’t you think sometimes, there are too many ‘cooks’ in big agencies?)”

Collection anxiety aside, Javier says it’s surprisingly easy to acclimate to the Independent life. Moreover, provided you’re a quick thinker, someone who is aggressive without being reckless, “it’s not really that hard to please the client without pissing yourself off too much.”

All you need are connections, a lot of patience, a little charisma, eloquence, and he adds, “a few nice clothes.”

NATHAN JAVIER Independence Day: July 2009 Before: Creative director, Publicis JimenezBasic After: The one-man agency called HOIST!

SPECIAL ADVERTISEMENT

VANESSA ULGADO I started learning producing since year 2000. Every project is a learning experience. Some people say being a producer has something to do with value and that is true. Value everything especially relationships.

Producing typically works like magic to make things happen.

But it’s really the people you work with who can make your wish come true.

The Headstrong Third Domingo knew long ago that he wasn’t the employee type. One day, he would own an ad agency. Just because he could. So when he found the right partners, Evans Sator and Florence Reyes, he made the break.

His road to independence was a series of fortunate events, “like clients approaching me for freelance work ” as well as the opportunity of working closely with Sator and Reyes “who are headstrong people themselves.”

Being headstrong probably served him well, because there were a number of adjustments Domingo had to make. First was the temptation to give in to expedient mediocre work that pays well, because “a creative group who agrees all the time is destined to be forgotten.”

“Thankfully, when forced to make a choice between quality and easy money, we choose to resign the client.

We twice got a proposition for a project engagement in exchange for ‘missing ORs’. Invariably, we declined. Hard, very hard.”

Other lessons: “That still, some clients tend to bully you when you’re small. That it ’s extremely exciting when your butt is always on the line. That you cannot enjoy too much because so many people depend on you, especially your employees. That OT-ing can happen before office hours and not after. That you need a fax machine. That clients are wonderful especially when you just truly try to understand their predicament and help them. That you earn more money when you get a second, third, fourth transaction.”

And most of all, “ that if I fuck up, I only have myself to blame.”

Fortunately for Domingo, setting up shop in a recession year doesn’t automatically lead to failure. In fact, when IDEASXMACHINA opened its doors, clients like Powerbooks walked right in.

In a bad economy, even big clients open up to smaller shops because their budgets are constrained.

“Truth is, budget will always be constrained and advertising monies will always be un-enough…But clients will always spend on an idea they think is worth spending on.”

THIRD DOMINGO Independence Day: June 25, 2009 Before: Creative director, Publicis JimenezBasic After: Chief Creative Engineer in IDEASXMACHINA

TEL NO: + 63906 211 38 88 ADD: 1509 Torre Lorenzo Res., Taft Ave., cor. V. Cruz, Manila Email: vanessaulgado@gmail.com

GOOD TO KNOW In our last Ambush: What do you want more of from your agency? (January-February 2010), we erroneously attributed a quote to Ms. Aida LimBaizas, instead of Ms. Techie de la Fuente of Globe.

Here is how it should have appeared:

Creativity. Kasi sometimes the ideas are, you know, common already, especially for telco, so sometimes the Globe ads look the same as SMART. Techie de la Fuente, Marketing Manager, Globe Telecom

march-april '10

127

AMBUSH WOULD YOU

MARRY

AN ADMAN? No way! Sa kasal, isa lang ang pwedeng advertising person. You can’t have two account managers [OR] creatives in one house.

JR RAMOS Publicis JimenezBasic

Why not?

JUREEPORN THAIDUMRONG JEH United

As long as there’s love. I would love to marry someone who’s also in the ad industry.

NANDY VILLAR McCann Erickson Philippines

GIL CHUA DDB Philippines

I haven’t, so I wouldn’t.

I don’t think I need the competition at home.

MIGUEL RAMOS Aspac/Law Illustration by Jed-Angelo Segovia

I would marry one all over again but the same person.

TONYPET SARMIENTO Ace Saatchi & Saatchi

I did marry an ad man— Neil French and I wouldn’t do it again.

Way too stressful as you talk shop too much.

LINDA LOCKE Godmother Consulting

It depends. Well, I would marry an ad man even if he leaves advertising afterwards.

Hell no! I’d marry a scientist. But I did marry an ad man. Sometimes when you’re both in the same business, it helps to do something separate. I think that’s the best way to go.

LINDA KOVARIK Coca-Cola Asia Pacific

No! But if he’s worth it…

RAUL CASTRO McCann Worldgroup Philippines

MIO CHONGSON Blue Bottle

It’s ok.

My wife Cynthia is a client. My dad [Rey Icasas, formerly of Ace Saatchi & Saatchi] is also in the business. So when my wife, my dad and me are in the car, I’m the low man on the totem pole…because I’m the supplier.

VIC ICASAS Hit Productions

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No! I’d rather be exposed to someone who has a fresher perspective on life.

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DentsuINDO turns DentsuIndia

Saatchi young bloods in character

DM9 JaymeSyfu: Villains make the best heroes

It's a Cosplay Christmas Great minds think alike. And when it's time to celebrate, they'll even dress alike, which explains why so many ad agencies partied in costume during the yearend holidays.

Video games come to life in Lowe

Cirque du Publicis Manila

Visitors from the future

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Services: Recording, Audio Posting, Sound Design, Radio Production, Jingles, Scores, Songs Unit 241 2/f Milelong Building, Amorsolo St., Legaspi Village, Makati City, Philippines 1200 Tel nos: 8447546, 8447549, 8439357 Telefax: 8448280 website: www.noisyneighborsinc.com

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