adobo magazine | May - June 2009 by Sanserif, Inc.

Issue #21 May-June 2009 P180

The Word on Advertising

The only real question Sir John Hegarty in Pattaya FRONT COVER PHOTOGRAPHER Niccolo Cosme

02 TOP STORIES

Leo Burnett Manila makes it to D&AD Creative Guild elects new board 04 Ogilvy gets a new MD

08 COVER STORY: Melvin Mangada Weaving Wondrous Worlds

86 MEDIASCAPE 92 AKO MISMO: a thunderstorm brews 81 ENTERTAINMENT REVIEWS

47 ADFEST SPECIAL 73 CANNES 2009 PRIMER

96 CREATIVE REVIEW

EXCLUSIVE PROFILE

36 Dave Ferrer, JWT Manila 70 Nirvik Singh, Grey Group Asia Pacific 44 GOAFEST 24 CAAAAs IN MANILA: ASIA'S AGENCIES ON THE CRISIS 28 JWT PASSION PATROL 30 DIGITAL SECTION

ANGEL GUERRERO

EDITOR ROCELLE

22 ADOBO MAIN COURSE with Akira Kagami

EDITOR-IN-CHIEF

SCREEN VS. PAGE: SLUMDOG MILLIONAIRE BOOK REVIEW: What I Talk About When I Talk About Running by Sheungyan Lo, JWT Shanghai

102PRIVATE VIEW Cents & Values by Nanette Franco-Diyco

Logic & Magic by Bong Osorio The Bigger Picture by Cid Reyes

REGULAR FEATURES

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

ARAGON

COLUMNISTS

NANETTE FRANCO-DIYCO CID REYES BONG OSORIO

SENIOR CORRESPONDENT HARRY MOSQUERA WRITERS CYNTHIA

DAYCO DENISE KARUNUNGAN IRMA MUTUC AYE UBALDO

ART DIRECTOR LECH VELASCO CONTRIBUTING ARTIST

JED-ANGELO SEGOVIA

EDITORIAL ASSITANT

NICA SERRANO

CONTRIBUTING PHOTOGRAPHER

CZEK VINLUAN

BUSINESS MANAGER

MAFEL HEBULAN

MARKETING & SALES EXECUTIVES

PHILIPP BALBUENA LIEZL MONTEMAYOR

adobo magazine is published bi-monthly by

Sanserif, Inc. Unit C2-A Bldg C, Karrivin Plaza 2316 Chino Roces Ave. Extension Makati City 1231, Philippines Tel: (+632) 8450218 Fax: (+632) 8450217 editorial@adomagazine.com sales@adobomagazine.com subscription@adobomagazine.com

www.adobomagazine.com

100% recycled paper.

delivers adobo magazine

powers the adobo text blasts

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

topstories

Leo Burnett Manila makes it to D&AD!

Leo Burnett Manila's TVC "Counting Sheep' is In-Book for D& AD (Design & Art Direction) 2009, in the category of Broadcast Innovation. It is the only Philippine entry to make it through the elite, famously tough London-based competition this year. "In-Book" means that the TVC will be published in the 2009 D& AD annual, together with other work judged the best in the world by a panel of 270 top art directors and designers. “Getting a work published in this famous annual is an equivalent of winning a Silver at any other global awards show. It is a big honor,” said Mark Tutssel, Chief Creative Officer for Leo Burnett Worldwide, in a message announcing the win. While the Philippines has had entries InBook before, the Yellow Pencil remains elusive for the country. Congratulations to Raoul Panes and the rest of Burnett Manila!

This TVC replaces the TV programming test card at the end of the night's broadcast. Advertiser: McDonald's Philippines / Agency: Leo Burnett Manila Creative Team: Richard Irvine, Raoul Panes, Alvin Tecson, Mela Advincula Accounts: Sue Ann Nolido, Gela Pena / Producer: Lady Cajanding / Project Manager: Janice Alog Media Team: Starcom: Lizelle Maralag, Faye San Diego

Creative Guild elects 2009 Board President David, VP Kat and directors Dave, Jake and Eugene have been re-drafted for second terms, but there are also plenty of fresh faces on the Guild's 2009 Board of Directors. The new team has a full slate: Raw School Year 2 — Ompong's baby this year — a visit and talk by David Droga in August, and of course Kidlat 2010, set March 4-6 in Boracay..

Midyear bonus David Guerrero BBDO Guerrero President Kat Limchoc PC&V Vice-President Director for Ways & Means Panel Head for Production Excellence at the Agency Of the Year Awards Teeny Gonzales DDB Board Secretary, Treasurer DIRECTORS:

David Guerrero BBDO Guerrero

Kat Limchoc PC&V

Teeny Gonzales DDB

Dave Ferrer JWT Communications Noel Bermejo McCann Industry

Dave Ferrer JWT

Noel Bermejo McCann

Ompong Remigio Campaigns & Grey

Ompong Remigio Campaigns & Grey Young Creatives Jake Tesoro TBWA\SMP Competition Eugene Demata DM9JaymeSyfu Competition

Jake Tesoro TBWA\ SMP

may-june '09

Eugene Demata DM9JaymeSyfu

Raoul Panes Leo Burnett

Raoul Panes, Leo Burnett Competition

When some of us at adobo entered the industry a lifetime ago, a mid-year bonus was customary. In lean years it was an advance on salary or 13th month pay, but parents could always count on cash for the difficult tuition period. This year? The global ad industry remains in crisis, with WPP, Publicis, Omnicom and IPG all announcing figures below even their own dark projections. Dentsu recently reported its first annual loss in 100 years. Both attendance and entries at festivals have dipped. But locally, as we approach midyear it looks like we can breathe again. A few agencies have had to shed jobs, and everyone is watching the bottom line. But between Ad Congress, election spending and a careful rearrangement of budgets, we just might squeak by. That’s financial. Creatively, a relatively lean year at the global shows so far (except for TBWA\SMP’s Recycle Bag) should give us all pause. Just things to think about. The storm may have swerved, but we still have to fix the roof. * onus = a burden or responsibility

frag/ment/ing First it was media that separated from creative, cherrypicking the lucrative media AOR. Agencies squawked and protested, invoked relationships and deep brand understanding. But the bottom line is brutal, and soon the anomaly became the norm. Now, the choice cut is being further sliced. In the last few weeks Unilab has appointed Kinetic as its Out-of-Home AOR; Globe and Smart each have their Digital AORs (Netbooster and Tribal DDB respectively). All three arrangements are among the first of their kind, but are not expected to be the last. The specialists emphasize that they are here to complement traditional media, not compete with it. But the budgets are re-aligning, and that’s what counts. Now it’s the media agencies’ turn to squirm.

newsline Larger Than Life, Ignite Media merge into PostManila

Production houses Larger Than Life and Ignite Media have combined strengths to form PostManila. Led by experienced names from the movie and TV commercial production industry, including Menchu Pastor and Incque Marcelo, the new company’s services range from offline to online editing; color grading to computer graphics; film scanning to film recording. PostManila takes office on the 8th and 4th Floors of the F & M Lopez Bldg, C. Palanca St (beside F Word). For more information, visit www.postmanila.com.

PANA launches its own values awards

Another values show debuts: in line with recognizing successful campaigns that incorporate what it is to be truly Filipino, the Philippine Association of National Advertisers (PANA) has launched its own PANA Truth in Advertising (PANATA) Awards. The acronym, PANATA, is also the Filipino word for 'oath.' Previously, PANA has given recognitions to member companies under PANA Values Awards. This year, however, PANATA Awards focuses on effective advertising campaigns that promote exemplary Filipino values. Through this, PANA hopes to encourage members to promote ethics and culture in their communications toward consumers. According to PANA Director Yoly Crisanto, submission of entries is open to all ‘PANA paying members’. Campaigns must be original materials containing quality Filipino values, produced, aired or printed in any form of mass communication within October 2008 to October 2009. There are six categories to join: Advertising, Direct Marketing, Interactive or Internet Marketing, Sales Promotions, Publicity/Public Relations/ Employee Communications, and Special Events – Internal or External. Those interested in joining should call the PANA Secretariat at 894-0474 to 75.

Rocket Science blasts off

Late last year, creative director Manny del Rosario made industry news by leaving a comfortable post at Ogilvy for a small local agency that was relaunching under new ownership. “I just want it to matter,” he said then.

Now, Rocket Science has finally launched. As Creative Partner, del Rosario joins Managing Partner Celina Matias and Finance Partner Rommel Herrera. With a creative philosophy of “Ideas that reward people,” the agency released its first big project in late April: a print series for condo development Magnolia Residences. “I can’t say we have completed what we need to do. We are still at a stage where a lot of things are still work in progress,” Matias says.

may-june '09

Ogilvy gets a new MD

From creative, to planner, to MD: on May 1, Peachy Pacquing started as Managing Director of Ogilvy Advertising Manila. The appointment was announced by Randy Aquino, Head of Country for Ogilvy Philippines. Formerly an award-winning regional creative director at Grey Malaysia and JWT Manila, and at Basic and Ogilvy before that, Pacquing joined Ogilvy in 2007 as Head of 360 Planning. According to Aquino, Pacquing’s appointment provides focused, creative-based leadership for Ogilvy Advertising, and will free him to drive growth for the network’s other disciplines, such as Interactive/Direct, Action and PR. It is also consistent with directions set by the region, which has appointed a string of dedicated leaders for Ogilvy Advertising in the last year. With Pacquing at the helm, Aquino explains, Ogilvy Advertising can follow the precedent of stellar creative-led agencies such TBWA/SMP, BBDO Guerrero, JWT under Dave Ferrer and McCann under Emily Abrera. However, the calm and thoughtful new MD emphasizes that she has no plans of stepping into Ogilvy’s long-vacant ECD slot (“I’m done with that”). Pacquing says that the search will continue, but may be filled with someone from Ogilvy’s “extremely competent” current staff. But woe to suits clearing badly-written briefs.

ARAW AWARDS

“We are ahead of other countries in including certifications,” says Reyes.

“We want to make people believe in creativity again.” This was the unexpected statement from Araw Awards co-chair Leigh Reyes (Y&R), at the first Araw Awards entry briefing on April 29. Surprising because this will be the first Araw to award not just creativity, but total advertising excellence. Rules were patterned after global effectiveness shows such as the Effies and the AMEs. Why the change in Araw, which has always been the country's premiere creative awards show? The intent is not at all to devalue creativity as a standard. Nor Raoul Panes it it merely to make the awards relevant to an audience outside creatives, though that is an acknowledge concern. In fact,

New judges: Jurors will come from account management, planning and marketing as well as creative.

Leigh Reyes

as a line in the presentation puts it, “It’s the opportunity to show that the best creative delivers results.” Presenting the first full draft of competition rules to members of the Creative Guild and select guests on April 29, Reyes was joined by Overall AdCon Chair Margot Torres and fellow awards Co-Chairs Raoul Panes (Leo Burnett) and Raul Floresca (Saatchi). Here, a snapshot of the major changes. New criteria: 50% creativity, 25% insight/strategy, and 25% results, with the latter defined as any quantifiable, measurable proof of performance. Client certifications of market share, sales figures, awareness levels, etc. will be among the accepted proofs.

New entrants: Media agencies and non-4As members such as design studios, web firms and even cliRaul Floresca ents can now enter directly. They need only enter at the non-member rate per category, which is at most P500 higher than for members. New Student Araw incentives: Winners’ campaigns will have the chance to be produced – they may have an ad on air before they even have a job! The winning teams might also have a chance to intern at a 4As member agency. The Araw Awards are the culminating event of the Philippine Advertising Congress, set Nov. 18-21 in Baguio. Complete rules and entry forms are at www.adcon.com.ph.

newsline 44th Anvil Awards

Jureeporn Thaidumrong

The 44th Anvil Awards, known as the Oscars of the PR industry, was held at the Manila Hotel last February. Agatep Associates Inc. (AAI) amassed 14 Anvil awards, keeping its record as the mostawarded PR consultancy in the prestigious body. Over a dozen honors this year were topped by the coveted Grand Bronze Anvil and Anvil award of Excellence for “HappySlip Blog”, an online PR/marketing programfor the Department of Tourism featuring with video blogger Christine Gambito. The Grand Anvil Award went to the Energy Development Corp. (EDC) for its communication plan for social acceptability for an energy plant in Mt. Kanlaon, Negros Occidental. The program used various channels to provide consistent, clear communication to EDC’s stakeholders and supporters. The Grand Anvil was one of four awarded to EDC that night.

JEH United in talks with Indian hot shop

Two regional creative powerhouses may be tying up soon. JEH United, the Bangkok agency founded by creative star Jureeporn Thaidumrong (known for campaigns like Smooth-E), is “in the process of talking” to Taproot India, a start-up by ex-JWT team Santosh Padhi & Agnello Dias, of 'Lead India' fame. Details are not yet available, but sources said the independent Thai shop was finding their fourth annniversary an opportune time to explore regional linkages.

McCann food trends study identifies ‘positive eating’

The recession is a reality – but a tight belt sits easier on a healthy body. This is the synthesis of global food trends reported by the Center for Marketing Intelligence (CMI), the international market research provider of the McCann Worldgroup. The findings show that consumers are dieting less — and those that do cite ‘feeling healthier’ rather than losing weight as their motivation. This is a trend that CMI dubs ‘Positive Eating.’ Frugality is also “in”: consumers show off not how much they spend, but how much they save. As consumers conscientiously check labels to get more nutrition for their money, there is also a different trend in labeling. “While it was once about ‘minus’ (ie Low Salt, Fat Free), it is now about ‘plus’ (ie with extra vitamins),’ CMI observes. People also cook more at home and dine out less; in the super-market they are becoming more meticulous and avoiding impulse buying.

Michelle Kristula-Green

Tambuli Awards Heard Loud and Clear

The tambuli blared, and its call was heeded. Entries submitted to the Tambuli Awards 2009: the 3rd Integrated Marketing Communications Effectiveness Awards of the University of Asia and the Pacific (UA&P) has exceeded expectations with more than double its number from 2007. The Tambuli Awards is a biennial event. Competition should prove interesting based on submissions representing a wide spectrum of industries like pharmaceuticals, petroleum, insurance, telecommunications, airlines, apparel, hospital, banking, and major names in food manufacturing and consumer goods. Not to be outdone, this year’s Tambuli Awards have a healthy sampling of entries from the industry. Advertising, creative, interactive, media, direct marketing, belowthe-line agencies and public relations firms complete the bulk of case studies in consideration. The Tambuli Awards is the first and only award in the country that grants merits on values-oriented and financially-successful marketing campaigns. The Tambuli was open to Regional entries for the first time this year. Winning campaigns will be announced on July 10, 2009. may-june '09

Jarek Ziebinski

Jarek Ziebinski named new President of Leo Burnett Asia-Pacific Michelle Kristula-Green steps up to Global Head of HR Leo Burnett has announced that Jarek Ziebinski, current CEO of Leo Burnett Central and Eastern Europe (CEE), takes over from Michelle Kristula-Green as President for the Asia-Pacific region (excluding China). Ziebinski will be based in Singapore. A star of the Central European ad industry, Ziebinski

has led Leo Burnett CEE to great success: expanding from 11 countries to 16, winning 13 Cannes Lions and being named Agency of the Year 42 times in respective countries. In the last three years he grew consolidated revenue by over 60% and doubled revenue in Russia. This experience in the emerging economies of Eastern

Europe is expected to stand him in good stead in the AsiaPacific. A familiar face to many in Asia, Michelle Kristula-Green has been named Global Head of HR. She moves to Burnett headquarters in Chicago, succeeding Patrick Venetucci, who steps up to the new position of Deputy Chief Operating Officer – reporting to COO Tom Dudreck. “The individuals involved in this move are some of our best, most successful leaders, each with an extremely strong track record,” said Tom Bernardin, Chairman and CEO of Leo Burnett Worldwide. “These decisions demonstrate the importance of and our on-going commitment to talent mobility in our global economy.”

LONDON INTERNATIONAL AWARDS

Included in the Campaign Brief Creative Rankings 24th Annual Call for Entry is Now Open Final Entry Deadline: 31st July 2009

/ ÊUÊ / , / Ê * ÊUÊ/ Ê 7Ê / ",9ÊUÊ " , ÊUÊ / 6 - " É É / É7 É " ÊUÊ, "ÊUÊ*, /ÊUÊ *"-/ ,ÊUÊ " /, / " ÊUÊ - ÊUÊ* Ê -

ÀÊ ÌÀÞÊ ÌÊ6 Ã Ì\ www.liaawards.com For Queries: info@liaawards.com

Vi Ûi`Ê Ê ` ÊUÊ,> Ãi`Ê7 À `Ü `i

Melvin M. Mangada

Weaving Wondrous Worlds

Akademi in Stockholm. Sweden’s Absolut was, and still is, one of global TBWA’s most significant clients. Absolut was a staunch devotee of era-defining print and billboards from 1981 to 2006. In 2006, the brand went on TV, using its full name Absolut Vodka and equating itself with classics like Marilyn Monroe, Steve McQueen and the Stratocaster. At the same time, the brand also challenged itself to win a wider, obviously younger market, flirted with cute ideas like the simply wicked Bungee jump, Peaches, using the moon as a mirror ball, and a series employing clever wordplay like ‘Deconstruction: bringing down the Berlin Wall,’ and the ‘Hole in the Ground: the Grand Canyon.’ Yet, despite all this, by 2007 Absolut was thirsting for a fresh shot. John Hunt, worldwide head of TBWA, introduced a network activity called The Very Short, Very Cheap Film Fest. The spirit behind the yearly project was to motivate Creatives from global offices to conjure ideas from actual briefs based on one clear simple proposition. For Absolut, it was an interpretation of an ideal world.

the 2008 Media Spikes in Bali, Hunt decided to have TBWA AsiaPacific offices compete with their Absolut World propositions. Due to schedule changes, Mangada had to bow out of presentation. Expected back in Manila for client duties, he was at the tarmac when Hunt called to break the news. Out of 99 films submitted, Absolut ‘Hugs’ won bronze — while Manila’s other two concepts, Absolut Heart and Absolut Reverse, won silver and gold, respectively. TBWA\SMP had simply wiped out the rest of TBWA Asia Pacific! “I would have been so proud to have presented all of them, so you can’t imagine how I felt when we swept the metals!” Mangada stated with conviction. Next up was Cannes, where 300 entries from TBWA offices worldwide vied for the top 20 propositions to be shown the client. While Bali gold winner Absolut Reverse was at 15th place, Absolut Hugs came in 2nd, and Absolut Heart took the laurels! TBWA\SMP had just scored another global coup. And in the nature of most whirlwind romances, Absolut International New York proposed. That is, to produce Absolut Hugs

Proud & Pinoy: Though shot abroad, Absolut's global TV ad 'Hugs' originated from a concept submitted by Melvin and his team from TBWA\SMP. As the firstever spirits ad to air on the Grammy Awards, the ad was also a landmark for Absolut.

fter a decade and a half with Saatchi, Melvin Mangada could very well do what he wanted with his very young life. Opting to join his predecessor Jimmy Santiago and FCB veteran Tong Puno, the youngest of the three plunged in as managing partner and head of creative in their own agency. The trio allied with a four-letter network that they then described as “little-known in

may-june '09

Asia, a strong but predominantly European brand, gearing up for serious global play.” That was in 2001. Since then, TBWA\ Santiago Mangada Puno has won 4As’ Agency of the Year, Best in Marketing Performance and Best in Creative three times. Fortune has smiled on the partners, and on a rare day, Mangada can take an hour’s respite from pitching to trade tales of, well, the trade. Ideal Worlds, Absolut-ly Via a welcome drink of vodka that lasted five days, Mangada made his debut at Absolut

for its North American market “I directed (our Creatives) to because of its international appeal. be stringent. No storyboards, just And like most partnerships, tell me ideas. They presented 34 to TBWA\SMP was part of the 44 ideas in two weeks. I would only production, produce five, and tweaking the present only one,” Along the dry and vignettes for a Mangada declared. dusty congestion bigger market. The agency “In the process, came up with five that is the local we learned that ideas, three of train tracks, people hugging is not which were cuts above the rest. The take residence, the a universal sign of affection. first group of Marci tracks provide the Like, in Africa, Reyes-Tequila ECD presented ‘Hugs’, stage where real life they do not drama unfolds. hug,” Mangada a concept where said in wonder. everyday purchases Fast-forward to the Grammy and activities only cost a hug. awards 2009 where happy endings Mangada gushed, “Imagine people happen. Absolut Hugs debuted using hugs as currency!” Two other with TBWA\SMP and its creative ideas, both brilliant concepts and team definitely credited and brilliantly produced, ‘Reverse’ and ‘Heart’ remain confidential. During feeling proud.

Of Poverty, Politicians and People Along the Tracks When the most unlikely client that is the University of the Philippines Alumni Association (UPAA) commissioned TBWA\ SMP for an advocacy ad, it was to be expected. The three partners, after all, all hail from UP. That the ad would win gold at the

electorate, Mangada and his creative team, Angela Arches and Badong Abesamis, were compelled to show the people living along the train tracks. Employing a 4-cam setup timed with the arrival of every train, Lyle Sacriz megged the shoot. “Along the dry and dusty congestion that is the local train tracks, people take residence, the tracks provide the stage where real life drama unfolds. The opening was an accidental shot, the train was approaching from behind the camera, but director Sacriz captured it, entirely on location,” Mangada marveled.

Truth in Advertising

DIAMOND DIVA

Illustration by Jed-Angelo Q. Segovia

Out of 99 films submitted, Absolut ‘Hugs’ won bronze — while Manila’s other two concepts, Absolut Heart and Absolut Reverse, won silver and gold, respectively. Creative Guild, become a finalist in ADFEST and make it to the One Show First Cut, on the other hand, is headline worthy. “UPAA Riles was shot when local elections were on. Tong, who is active in the UPAA asked if we could do a spot for the organization,” Mangada related. For the youngest in the group, the question went beyond individual candidates; advocacy to vote wisely was the easy answer. “It is difficult to tackle a subject matter like corruption. You don’t know where to start and you don’t know if your resolution is compelling enough. Then there’s the problem of measuring its success. A lot of media money may help, which this campaign didn’t have!” he continued. Already endemic in the country’s system, corruption rears its huge and ugly head, making advertisers shy away. Acting on ideas generated for their own campaign for the Philippine Star (a local newspaper) years ago, TBWA\ SMP returned to a wonderful copy line by Jimmy Santiago, one that had not yet been exploited: ‘The longer politicians sit, the longer they squat.’ “Some politicians make no attempt to improve the life of their constituents. Some are actually happy with squatters around. They can pay them to vote for them,” averred Mangada, who does not exactly exude a fist-raising aura. Deciding that the state University was the perfect advocate for a more informed, more active

Gary Tiongco, president of the UPAA and member of the U.P. board of regents says, “[‘Riles’] dramatizes politicians’ corrupt manipulation and exploitation of the electoral power of informal settlers, more popularly known as squatters. The don’t want to relocate them because of their voting strength come election time. The ad’s theme is consistent with UPAA’s stand on corruption and its good governance advocacy, especially when recent surveys clearly indicate poor performance ratings of UP alumni in public service positions. Hopefully this awareness will start a groundswell of change in our mindsets, politicians and voters alike.’ After the success of ‘Riles’ and as elections approach, the UPAA is looking into putting media money behind it, once again seeking the assistance of the agency. Talks are underway with the Ad Foundation, with plans to re-air as early as the 3rd quarter of 2009. A stray comment from Jureeporn Thaidumrong of Jeh United gives Riles the thumbs up for Cannes. While others repair to the beach to collect seashells and make friends, TBWA\SMP go for a romp, collect metals and create friendly competition. The agency did so in Boracay at the Kidlat Awards, and in Pattaya at ADFEST. Is Cannes in the can? TBWA are the initials of Tragos American Management, Bonnange French Marketing, Wiesendanger Swiss Creation, and Ajroldi Italian Client Services.

In today’s climate, nothing’s scarier than starting a new business. Yet whip-smart Nelson Meek did just that, open a strategic marketing consultancy with Esther Loner, another strategist. Last week, they both gave notice at the mammoth multinational where they had

invested much of their youth. So why are they leaving, and why now? Because they’ve finally tired of knocking their heads against a shatterproof glass ceiling. This ceiling is so formidable, it even has a name: Diamond Diva. The agency’s long-time planning director, Diva lords over a stable of very, very senior planners. Known for her expensive jewelry and little else, she holds onto her cushy post, not because her insights are genius or because she can rationalize every crazy campaign idea. It’s really her unwavering loyalty to the agency owners, established eons ago, when she was just a wee suit. This does not bode well for her underlings. Day after day, they take her uninspired edicts and turn them into deep, insightful briefs. While she woos new clients during the pitch, it is the planners that build and cement the business relationships. They think, “Surely, the agency must see the value we bring to the work. Surely, one day, Diva will get her multi-million-peso sendoff. One day, Nelson, Esther, Tirso, Lizbeth, Henry, Danny— one of us will get to be Planning Director.” Except that day never comes. In the meantime, the department loses one valuable planner after another. Those afraid to leave are doomed to retire as senior planners. Either way, Diva wins. If the planners stay, she can coast along on her pet projects. If they leave, she hires a new batch of recruits. Then she has another five years before the newcomers also realize that, like her diamonds, the Diva is forever.

1ST OAP 2009 PLUNGES INTO OOH WITH MAY 14 CONFERENCE

Once limited to airlines and skyscrapers, the fight for airspace has a new contender. Out-of-Home Media is fast becoming literally the biggest, most impactful element of every mass advertising campaign. With location strategy, size, lease and number of resident eyeballs to consider, OOH is the new real estate boom. With exponential growth in sight, the Outdoor Advertising Association of the Philippines (OA AP) finds itself in the best position in the burgeoning trade. This is just one of many reasons for the OA AP's 1st Philippine Conference and Tradeshow on Out-Of-Home Media, held May 14-16, 2009 at the World Trade Center. The event aims to open local trade practitioners to a wider understanding, and provide a Southeast Asian perspective via speakers from regional outdoor, media and research groups. “The [show] will be an

exciting experience for its participants. Together we [will] learn how to survive in today’s ultramodern outdoor advertising world with the talks,” chairman Frank Abueva said in a statement. President Jo Valle simply said, “Out-of-home media content can be richer and more involving. The OA AP presents the industry’s most definitive platform for the latest in OOH.” In addition to the invaluable exchange of ideas, nearly 100 booths and exhibitors were on hand to highlight creative and strategic marketing. New solutions for challenging times — and climes. Featured speakers include marketing educator and brand theorist Dr. Karen de Asis and Mr. Noppadon Tansalarak of Thailand’s Asia Sign Association. Global Trends in OOH, by Kinetic Worldwide Asia-Pacific CEO Alex Thompson; Outdoor Media Measurement & Metrics, by Mark Neely, Regional Director, Asia-Pacific, Nielsen Media Research; and Delivering your Message Effectively through OOH, by Jim Goh, Regional Managing Director, Omnicom Media Group Asia-Pacific. may-june '09

newbiz/pitches 21st Philippine Advertising Congress

Belo Essentials, Belo Medical, Vistaland & Lifescapes all with DM9

November 18-21, 2009, Baguio City Clarifications on new business reported last issue: the Belo Essentials (skin care products) pitch was won by DM9 vs McCann. Separately, the agency was then awarded the Belo Medical Group (clinics) account. VistaLand & Lifescapes, Inc. (Crown Asia & Brittany) have also been assigned to DM9.

Netbooster wins Globe Digital AOR

Globe Telecom has appointed Netbooster Asia, a subsidiary of Paris-based International NetBooster Group, as their first ever digital Agency of Record (AOR). NetBooster will handle online creative and strategy and marketing for the company’s consumer wireless, broadband and landline services, including its corporate SME portfolio. The assignment was awarded after a mid-April pitch between six agencies: Bates141, DentsuIndio, former incumbent Harrison Communications/Yehey, K2IA, OgilvyOne and Netbooster. The decision surprised the agency community, who had not considered the little-known web firm a serious threat. (In the ultimate proof of the pudding, Netbooster was invited to pitch after Globe found them in an online search. The agency’s creative team is led by Cats Guerrero, who previously worked at both Harrison and Bates141.) Speaking exclusively to adobo, a Globe representative explained the choice. “We felt Netbooster was [most likely] to see things in ways that we can’t; the most likely to show us things we don’t normally see.” Most of the other contenders were digital units of creative agencies; Netbooster bills itself as a fully integrated online marketing and advertising agency, and includes web strategy and SEO among its competencies. The decision to appoint a separate digital AOR indicates the medium’s importance amid fierce battles for broadband share and mobile content. According to Globe, it is also part of an effort to organize and improve the carrier’s overall online presence and portal strategy. Globe’s mainstream Media agency of record is Universal McCann.

Two Plenary sessions have been confirmed for the 21st Philippine Advertising Congress to feature the following speakers: US-born John Naisbitt is a globally-renowned media futurist and author of Megatrends, over nine million copies sold. Harvard-, Cornell- and Utah University-educated and a recipient of honorary doctorates the world over, Naisbitt lectures in major Universities in major cities. At the age of 34, he was named Associate Secretary for Education by then President John F. Kennedy. With more than one non-fiction title reaching No. 1 in the New York Times best-seller list, Naisbitt joins the elite 14 to achieve the feat. Naisbitt is known for the catchphrase: You don’t get results by solving today’s problems, but by anticipating tomorrow’s opportunities. Confirmed: John Naisbitt, BJ Cunningham, Cartoon Network

BJ Cunningham ’s services as an independent brand marketing consultant are as much in-demand as his speaking engagements are fully-booked. His own website describes him “a successful entrepreneur, charismatic speaker and acknowledged thought leader in the fields of branding, brand marketing and communications.” Hailing from the UK, with a success story both colorful and cunning, from Harley Davidson to Death Cigarettes to luxury stilettoes, Cunningham is an ideal speaker: been-there-done-that. He completed his MA in 3-Dimensional design at Middlesex University, following his undergraduate degree in Economics and Social History at Exeter University. The Cartoon Network have also given the AdCon the nod. Speakers from the two-toned network will provide topics on Marketing to Children for the Breakout Sessions. AdCon finds a permanent home online

JWT Manila wins Manila Hotel

Or so we’ve heard, though agency leadership refuses to confirm. With a plush new Chinese restaurant and major renovations under way, the sentimental favorite among the city’s hotels is ripe for a relaunch — and who better to restore former glory than a shop that spent many years in an office by the bay?

may-june '09

Good news for short memories. The current site www.adcon.com.ph will permanently remain as the AdCon’s official online residence. “(The term) Adcon is easy to remember by ordinary people. After (this) AdCon, historical data will be (uploaded) and turned over to the AdBoard,” explained Digna Santos, PANA Executive Director and Admin Officer of the 21st PAC. Unlike last year, the current website software is in real-time and therefore allows reliable and speedy online registration and payment facilitation. Designed by Ian Darcy Salita, PANA project manager, the software becomes the property of the AdBoard upon turn over. Future AdCons will use the software and data in the AdBoard AdCon server.

Great value draws a flock of early birdS In true Pinoy shopper fashion, the Philippine Ad Congress is a bigger bargain than elsewhere in the Region. Consider ten sessions with world-class speakers, excluding meals and accommodations, for only PhP16,500 (around US$350). Early Bird registrants of Perspectives: the 21st Philippine Advertising Congress got theirs for a steal at P12,500 (around US$260). Only in the Philippines! At press time, Early Bird It will also be registrations had the first green surpassed the consistent 10% AdCon where bar of previous USB drives years. Most of the instead of worm catchers came from host paper, and organization, walk and the Philippine Association hike, and 'No National Vehicles' zones of Advertisers is expected to (PANA). Sponsors movement in keep carbon Spectrum, the footprints at AdCon Trade baby-step sizes. Exhibit, seems to reflect delegate enthusiasm or pragmatism, perhaps. Per Allen Velez, co-chairman of said committee, “The response is going very well. Booking prime spots is initially exclusive to PANA members until June 13 before the selling becomes available to other advertisers in the industry.” Hosted by the Advertising Congress PR Committee, a press conference was held last

Kodak VISION3: Simply Visionary Digital might be in, but film still rules.

The theme 'Perspectives' came up when things began to turn around in the world, and it is appropriate at this time in offering different points-of-view March 26 at the Hotel Intercon that featured Keynote speaker/Honorary Chair Fernando Zobel de Ayala, Baguio City Mayor Peter Rey Bautista Jr., Overall event chair Margot Torres and Philippine Association of National Advertisers (PANA) President/AdBoard Chair Charmaine Canillas. The AdCon personalities were chosen to raise the media profile of the biennial industry event, as well as address general matters behind media and advertising spending in light of global economic uncertainty. Next up is a presscon for Baguio’s local media. Zobel de Ayala, a businessman and philanthropist from one of the Philippines' most prominent families, admitted never having attended the AdCon but expressed his excitement at finally taking part. “The theme 'Perspectives' came up when things began to turn around in the world, and it is appropriate at this time in offering different points-of-view, and allows us to show our flexibility, how to reconfigure and how to face the turn of events," he stated. Host city Baguio Mayor Peter Rey Bautista, whose City celebrates its centennial, unveiled a list of activities leading up the Congress, including cultural shows at Burnham Park and ghost-hunting, as well as a flower-salad festival. "Accommodations, traffic (management), water are problems of the past. Baguio is definitely able to commit better hosting of the AdCon this year. I am committed to the organization and to the Ad Congress," vowed Mayor Bautista. Torres and Canillas took turns emphasizing the activities making their debuts this year. Unlike previous AdCons, this year’s trade exhibitors are encouraged to go beyond publicity to offer “AdCon exclusives” directed at a high and easy, ROI. "Sponsorship costs have been toned down and so (sponsor) commitments came early," Torres stated. Canillas followed with, “We’ve put the (sponsor) cost down and pushed partners for better results with less spending. With the market expenses [spending)] down 20-30%, they have to be more creative using correct media. We are committed to the consumers by providing a choice. You can only do that if you continue to advertise." It will also be the first green AdCon where USB drives instead of paper, and walk and hike, and 'No Vehicles' zones is expected to keep carbon footprints at baby-step sizes. It should follow that fewer traffic snarls and trash will litter the host city. The Ad Congress is a biennial event of the Philippine Advertising Board (AdBoard) and will be held Nov. 18-21, 2009 in Baguio City.

Complete with all the advancements and imaging components unique to the VISION3 family of films, KODAK VISION3 250D is optimized for an exposure index of 250 in daylight, and is the latest to roll out, pun intended, from Kodak’s heav y investment in advanced silver halide technology. Silver halides, a combination of silver and a form of halogen, are the light-sensitive chemicals used in photographic film and photographic

paper. The combination emulsifies into silver halide crystals, the primary element for light capture in photography. Kodak’s R&D continuously develops technology to increase film speed while maintaining image quality and keeping performance. Complementary to the 500T product, this new medium-speed, daylightbalanced emulsion offers exceptional imaging in natural daylight, artificial daylight, and a variety of mixed lighting situations,

while maintaining pleasing flesh tones and color reproduction. KODAK VISION3 250D retains the Advanced Dye-Layering Technology (DLT), which renders finer grain images in underexposed areas and produces cleaner film-to-digital transfers for postproduction. “Despite today’s digital hype, film remains the state-of-the-art image capture format available. It enables filmmakers to work without compromise, to bring their vision to life in a way that no other medium can match,” says Linda Goodyear, General Manager, Worldwide Image Capture Products, Kodak Entertainment Imaging Division, the world-class leader in providing film, digital and hybrid motion imaging products, services, and technology for the television, feature film, commercial, music video, documentary and exhibition industries.

May is Cervical Cancer Awareness Month In this age of quizzes and tests for everything under the sun, some tests still matter. For females 15-45 years old, here's one test where you hope for a negative result. Second only to breast cancer, cervical cancer kills 10 Filipino women every day. Worldwide, a woman dies of cervical cancer every two minutes, despite available preventive means like screening, an approved vaccine and regular Pap smears. adobo joins Bates141 and DM9, among others, in providing free cervical cancer vaccine to their teams. The Department of Health and the Cervical Cancer Prevention Network Program estimate 7,000 women yearly will contract the disease and around 83% will lose the battle within five years. A 2005 Philippine Cancer Society survey shows most of the afflicted are between 35 to 55 years of age. As part of its information and prevention campaign, the DOH Cervical Cancer Awareness Program will conduct free cervical cancer screenings in select Metro Manila hospitals, and other key area medical centers in Regions 1 and 11. For information on participating hospitals, visit www.doh.gov.ph. To learn more, visit: www.mahalagaka.com.

GOOD TO KNOW*

Bouquet de Bonbon, the genuine Normandie candies, now have a local website! Visit www.bouquetdebonbon.multiply.com to get your hands on these goodies. They're not called bonbons for nothing. may-june '09

newbiz/pitches Starcom retains Unilab AOR; Kinetic named first-ever OOH AOR

After a 1-month pitch, United Laboratories Phils (Unilab), the Philippines' fourth-largest advertiser,* awarded its estimated P140 million Media Agency of Record (AOR) business in May. Incumbent Starcom retains mainstream media, while outdoor specialist Kinetic is now AOR for out-ofhome. “This is the industry’s first formal outof-home AOR pitch, and of course we are elated to have won,” said Kinetic Country Manager Rey Inobaya. He looks forward to more OOH-only pitches, as the medium grows in prominence. WPP-owned Kinetic is currently the country’s only OOH media specialist. Also vying for the coveted, 100% local account were Mindshare and Universal McCann. An advertiser’s AOR is the agency which buys all media for that advertiser regardless of which creative agency produces it. Unilab's current creative agency roster includes Lowe, McCann, Publicis, Publicis JimenezBasic and Y&R. * for total 2008, based on AGB Nielsen

Well wins Immuvit, Kawasaki

In April, Pascual Laboratories appointed Well Advertising as their new advertising agency for Immuvit Multivitamin, following a four-agency pitch and intensive testing of creative materials. Well’s winning team consisted of Ernie Hernandez, Well President; JR Hernandez, VP – Client Services; Cid Reyes, VP- Executive Creative Director; Dan Darang, Account Executive and Christian de los Reyes, Art Director. The agency was also recently awarded the Kawasaki Philippines account.

Singapore Tourism Board appoints three new agencies, including BBH as AOR

In April, the Singapore Tourism Board (STB) appointed three new agencies: BBH Asia-Pacific for creative, XM-Asia for digital and MEC for media. The hotlycontested pitch involved four months and 38 submissions: 13 for creative, 10 for media, and 15 for digital. The contract between STB with all three agencies is from May 1st 2009 - March 2011, with an option for renewal for two years. Officially named agency-of-record was BBH Asia Pacific. As such, the agency will develop a fully integrated creative campaign, while also acting as brand consultant and strategic planner on creative campaigns. BBH Asia Pacific has partnered with the Leo Burnett Group globally to help manage local market relationships. “The STB is glad to have BBH on board. We have full confidence in [their] ideas and hope to develop a strong partnership together with Mediaedge:cia and XM Asia to bring our destination image to the next level,” said Mr. Ken Low, Assistant Chief Executive, Marketing Group, Singapore Tourism Board.

may-june '09

Tony Hertz and Rad4AD©:

To See is to Believe Storyboards for radio were once a joke, initiation for newbie art directors. Not anymore – at least for Tony Hertz, the UK’s most highly-awarded creative for radio, who considers visuals the essence of successful radio advertising. Hosted by the Kapisanan ng mga Brodkasters ng Pilipinas (KBP–Association of Philippine Broadcasters) and the Advertising Standards Council (ASC), Hertz was recently in Manila to present his Rad4AD© (Radio for Art Directors) seminar. The Philippines is one of only 28 countries where Hertz has shared the seminar, hailed as one of the most successful at Cannes. Hertz’s ‘visual radio’ science goes beyond advertising basics. Start with a picture, and make characters, not voices. Hertz zeroes in on a

key factor that kills radio ads: the inability to imagine outside the (radio transmitter) box. Generic character descriptions, initials like ‘FVO (female voice over)’ and ‘SFX (sound effects)’ add nothing to characters, color, atmosphere - the basic elements of a picture that draws an expression and elicits affinity. An affinity that induces interaction, which is the purpose of an ad. Characters should stay in character, so to speak. “Philippine radio is beautifully written, clever. But its production and voice-over are overdone,” says Hertz. “Having a great voice is different from being a voice actor. Voice actors make you believe they are what they play,” Hertz adds. “Philippine ads feature mere voice-overs who transform into endorsers and experts,” was another telling statement.

Himself a concept maker and scriptwriter (and a somewhat under-rated art director), Hertz also directs his own radio ads. The seminar tackled an equally important topic: getting work approved. “The more clients see in your radio ad, the easier it is for them to buy [it],” Hertz promises. Narrate the story; use a graphic, mood board, or storyboard; name characters; describe mood and movement, perform it, etc. Enlightening as Hertz’s talk was, some audience members chose to engage in their own lengthy and quite distracting conversations. Attendees from a top radio network and other offices talked audibly in various corners. When radio creatives don’t know when to listen, they cannot always expect listeners to know when they should be heard. A lady customer wants to buy a record but cannot name the album or artist. Seeking assistance, she breaks into song in the middle of her inquiries, whereupon transforming into opera star Elizabeth Schwarzkopf. The sales clerk instantly recognizes the album. That Hertz is known for awardwinning work is not unknown. That the work is groundbreaking is another matter. This ad for HMV Records was the first to use voice-morphs, an idea Hertz sold to client before confirming whether existing technology could fulfill it. Talk about faith! In 47 years, D&AD has given only two Black Pencils for Radio. This is one of them.

Three members of the Public Relations Society of the Philippines (PRSP) have been conferred as APR (Accredited in Public Relations) during the 15 th National Public Relations Congress. An APR is conferred in recognition of a practitioner ’s expertise, exercise and ethical behavior in the field of Public Relations. In photo are (L-R) Jones T. Campos, APR of Globe Telecom, Inc. and 2008-2009 President, joins the new APRs, Carmencita G. Ace, Vice President for Corporate Afairs of GMA Network, Inc., Maria Lourdes L. Espina, Manager for Corporate Affairs of Total (Philippines) Corporation; and Edgar U. Timbungco, Director for Editorial Services and Media Relations of Ogilvy Public Relations Worldwide/Manila.

newbiz/pitches Lowe wins Ericsson Global

Telecom infrastructure and equipmenbuilder Ericsson has appointed Lowe Worldwide as its global advertising agency, after a 10-12 week pitch against agencies including McCann and incumbent Publicis. The pitch was led by Lowe’s Swedish office, Lowe Brindfors, which will take the global lead; Asian business is expected to be led by India, Thailand and China.

BBH wins Surf in Asia, Africa and Middle East

London-based agency Bartle Bogle Hegarty (BBH) announced that it has won additional global responsibilities for Surf, Unilever’s billion dollar global detergent brand. For the Philippines and the rest of Asia, account and creative work will be led by BBH Asia-Pacific in Singapore. Formerly a high-profile anchor account for Lowe in Manila, the assignment was centralized to Unilever Singapore last year. For Africa and Middle East, BBH will partner with creative agency The Hardy Boys. The appointment marks the expansion of BBH’s geographic remit on Surf, which has been with them in Latin America, North America and Europe since 2003. Simon Sherwood, CEO of BBH Worldwide said; “This is a very important global consolidation for us. Much of the brand’s future growth will come from the developing markets in Asia and AMET, so to partner Unilever in pursuit of this is a challenge that we relish.” John Hadfield, Managing Director of BBH Asia Pacific said: 'It is a proud moment for us all, as an appointment from an existing Client is a true compliment. Surf is a great brand that demands great work. We look forward to helping deliver this in Asia.’

The 2010 Presidentiables online by Marian Joy Hernandez

One year before the date, there seems to be little concern about next year’s national elections. During America’s race, local Facebook, Plurk and Twitter were abuzz. We were more excited with America’s politics than our own. Where did this sense of involvement, affinity and hope come from?

Mar Roxas

Manny Villar

Online, primarily. President Obama has been lauded for effectively leveraging his online presence. He utilized every social networking site, created profiles and became available online. This “daily dose” of Obama sealed his CHANGE brand in voters’ minds and created affinity. In the local front, a quick look at Google Insights shows that people search for candidates in hope of finding more information about them. This is intelligent voter

a number of other personalities with the same name also emerged. Manny Villar’s search showed his website and a few supporter blogs, along with forums discrediting him. A search for Noli de Castro and Loren Legarda will yield their respective official websites, which are probably the most updated and detailed of all. Nevertheless, the search also generated dubious information from questionable sources. The question is: are the Presidentiables getting their message across? With 12

The bars represent averages for each line over time on the graph

Vice-President Noli de Castro

Sony appoints OMD

OMD Sydney won the Sony Entertainment brands including PlayStation. OMD defeated Mindshare in a pitch for Sony’s US$ 160 million Computer Entertainment business. Now OMD’s crucial task is to consolidate Sony’s Computer Entertainment media across 12 markets. According to Leigh Terry, managing partner of OMD Australia, “The great thing about PlayStation is that as entertainment and technology collide they are about so much more than simply gaming—they will continue at the forefront of communication strategy pulling on all the levers of experiential, branded content, digital, direct—and tapping into all aspects of OMD’s diverse offering.”

Vizeum China wins Mango

Shanghai - Vizeum was awarded with Mango’s media planning and buying account in mainland China involving a pitch with four other agencies. Vizeum’s wide array of proposals for media initiatives that are cost-efficient, including the use of Bluetooth for an activation program, made Mango pick Vizeum. “Mango has top reputation and has been increasingly successful in China. We are very happy to be working with them to help grow their business even further.” says Robert Fuchs, managing director of Vizeum China.

may-june '09

Loren Legarda

The numbers on the graph reflect how many searches have been done for. February-April 2009, relative to the total number of searches done on Google over time on the graph. Search Results in Google as of April 30, 2009: Mar Roxas - 158,000 results for “mar roxas” Dick Gordon - 68,800 for “dick gordon” Manny Villar 118,000 results for “manny villar” Noli De Castro - 122,000 results for “noli de castro” Loren Legarda -112,000 results for “loren legarda”

Dick Gordon

behavior, which is beneficial if only organized online campaigns are available. Mar Roxas leads the pack by constantly being in the news, often with regard to his engagement to Korina Sanchez. His website, blog and networking profiles appeared in the search, along with blogs not beneficial to his candidacy. Dick Gordon comes close, with his Bagumbayan advocacy creating buzz online;

months left and TV ads airing, our searches found no singleminded, organized online political campaign on offer. An effective online campaign is not just a slew of websites or blogs; it should rally people to positive involvement, reach those soured on local politics and persuade them to take a second look. As elections near, local hopefuls should learn from Obama’s political marketing strategies. His website BarackObama.com won the 2008 US Presidential Election Best Internet Marketing. Social media marketing is paving new ground in advertising and brand management. Will this migrate to politics? The author is an editor at Netbooster Asia, an online advertising, marketing and web consulting agency.

movers

4As ARAL

Unitel brings Tristan Strange to Manila

Unitel adds another premiere director to its list, exclusively representing Tristan Strange, avant-garde director from New Zealand. Having done projects in over 11 countries, Tristan is recognized for his memorable graphic work and groundbreaking styles. He has earned his reputation throughout Asia, Australia and New Zealand, and is said to be one of the region’s most sought after directors. Tristan is now based in Asia, and for a copy of his reel, contact Cecile Guidote at 8962049 or email mktg@ unitel.ph.

Making the ASC easy as ABC Dreading your visit to the Advertising Standards Council (ASC)? Truth is, much of the headache can be saved by avoiding certain common mistakes. Incomplete information on forms, insufficient attachments, inconsistent information on storyboard vs. documents, inconsistent final material vs. approved storyboard. These and other common errors in applying for clearance were addressed at the first 4As ARAL, a joint project of 4As and the ASC. Interestingly, Mio Chongson, Managing Director of Blue Bottle Inc. said that 75% of applications are done one hour before lunch time, which becomes the usual cause of approvl delays. “We urge you to come earlier,” she said, because screening opens at 9 a.m. Rene Khan, ASC General Manager, advised AEs to “familiarize with the procedures and codes” and should there be questions on their ads, “[they] can stay at the office to speak and present to the screeners” till it gets cleared. Also present were fellow 4As Board member Ruwel Loyola, ASC Ad Specialist Cris Hondrado-Dasig, and Mila Marquez, GM of Black Pencil and ASC Immediate Past President. 4As ARAL’s first of a three-part series was held last April 15, 2009.

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

Mid-April saw a trio of high-level media resignations: Lawrence Tan as General Manager of media network PHD, Bunny Aguilar as Managing Director of Mindshare Philippines, and Manny Tonogbanua of Mediaforce/Vizeum. Both Tan and Aguilar were A-list account heads tapped to bring their strategic expertise to media independents. Having held key positions in ABS-CBN, JimenezBasic and McCann Erickson before joining media, Tan is joining a startup marketing and media consultancy. Aguilar joined Mindshare during its ascendancy to three consecutive 4As Media Agency of the Year awards. For his part, Tonogbanua headed DY&R China for nearly five years before joining Disney Channel Asia in 2001 and ABC 5 as VP for Marketing in 2005. No replacements had been named at press time. For now, PHD and Mindshare are being overseen by their holding company CEOs, Omnicom Media Group’s Hermie de Leon and GroupM’s Mitos Borromeo.

March Ventosa takes on SkyCable, ABS-CBN publishing

In March, ABS-CBN Head of Corporate Marketing March Ventosa was named to head the network’s Cable Channels & Print Media Group (CCPMG). The well-regarded Ventosa was Managing Director at Leo Burnett Manila before joining ABS-CBN in 2006. He replaces former CCPMG head Monchet Olives, who leaves after one and a half years. A close aide of ABS-CBN scion Gabby Lopez, Olives has taken heat for rumored mismanagement of funds, the underperformance of the CCPMG, and conflicts with top print editors. He is officially on a three-month sabbatical, and will take up another ABS-CBN role upon his return.

Changes in MRM leadership

MARCH 2009 WWF-Philippines "Eagle" Print Ad Ad Title: "Eagle" / Advertiser: W WF-Philippines / Agency: Leo Burnett / Executive Creative Director: Raoul Panes / Art Director: Mike Dela Cuesta, Mon Pineda / Copywriter: Sheila Dela Cuesta, Therese Endriga, Nino Gupana / Producer: Gello Jamias / Final Art: Robert Perez / Digital Imaging: Globedez / Account Management: Sue Ann Malig-Nolido, Grace Feliciano, Gela Pena, Nati Go

Ernest Custodio, former head of McCann Relationship Marketing (MRM) in Manila, has joined Arc Worldwide Jakarta as Managing Director. MRM Manila is now headed by longtime McCann suit Dennis Luna on the business development side, Quad dela Paz on digital and back-end, and Cheech Santos as creative director. may-june '09

International Awards

movers Tanke squeezes out of Creative Juice

TBWA\SMP ‘Recycle’ bags a Bronze; Childhope ‘Cans’ receives a Merit

Tanke Tankeko has left advertising for an even hotter kitchen: the one in her successful restaurant, 1521. Creative Juice is actively recruiting her replacement.

Hernandez, Reyes move up at Well

Jose Rafael “Ernie” Hernandez of Well Advertising recently announced the promotion of JR Hernandez to Vice President for Account Services, and Cid Reyes to Vice President for Creative. JR Hernandez has been in the advertising industry for over a decade, handling a variety of accounts, ranging from food to insurance, healthcare and pharmaceuticals. Reyes retired from Ace Saatchi & Saatchi and was the 2008 Lifetime Achievement Awardee by the Creative Guild of the Philippines. He also writes the popular adobo column The Bigger Picture.

Aguinaldo, Sy and Yulo promoted at TBWA

At TBWA Tequila, Mel Aguinaldo has been promoted to Associate Creative Director of the agency’s Design Group. One of only two Filipinos whose work is showcased in the One Show book, Aguinaldo designed the TBWA 'Recycle' bag that has been cleaning up at award shows here and abroad. Meanwhile at TBWA/SMP, Bryan Siy takes on a new role as Creative Director. With numerous awards to his credit (Ad of the Year, Araw, Kidlat and Adfest), Bryan has been a key new business winner while also doing excellent work for top accounts such as Del Monte, Alaska, and Super Ferry. In Account Service, Rica Yulo moves up to Account Supervisor after two years ably managing accounts such as Pacific Meat Inc. and KFC.

Rapp Singapore hires business drector

Rapp Singapore welcomes its new Business Director, former Brand Director of Publicis Modem, Gaurav Singh. As the new Business Director, Singh will focus on business opportunities, managing clients and agency development. He will also handle Rapp's key accounts including McDonald's, J&J and American Express. During his stint in Publicis, Singh led the Hewlett-Packard TSG account regionally across 14 markets in Asia and worked for Microfost and Technology Media Group.

Kenny Choo signs on to Bates China

Kenny Choo, the awardwinning creative director who was very briefly ECD of Ogilvy Manila last year before his wife’s pregnancy forced him back to Singapore, signed on in late March as national creative head of Bates China (Beijing, Shanghai, Guangzhou and Chengdu).

may-june '09

Agency: BBDO Guerrero Executive Creative Director: David Guerrero Creative Directors: Joel Limchoc, Simon Welsh Photographer: Richard Bahaghari Print Producer: Al Salvador Digital Imaging: Manny Vailoces

Agency: TBWA\Santiago Mangada Puno Creative Director: Melvin Mangada Production Manager: May Dalisay Printer: Christine Mae Enterprise Copywriter: Mel Aguinaldo, Bryan Siy Photographer: Mel Aguinaldo Final Artist: Alex Castro

Latest figures show PDI ahead in Metro Manila, nationwide and in readership quality – Nielsen The Philippine Daily Inquirer continues to dominate Metro Manila and national urban Philippines as the top broadsheet, according to the latest results from the Nielsen Media Research readership survey. The 2008 4th Quarter Nielsen Media Index revealed Inquirer’s leadership among ‘broadsheet yesterday’* readers with 50% nationwide, compared to Manila Bulletin’s 38% and Philippine Star’s 36%. [The statistic refers to the answer to ‘Did you read a broadsheet yesterday? What was it?’] Among Metro Manila readers, Inquirer led at 47% readership, Bulletin was second with 42% and Star at third with 36%. Readership in Visayas (68%) and Mindanao (66%) showed Inquirer on top as well. Among the key ABC socio-economic demographic, Nielsen found a similar pattern: Inquirer (51%), Bulletin (39%) and Star (35%). The last figure covers readership by the country’s middle and upper classes. The paper’s leadership among the ABC class also cuts across regions, with 47% readership in Metro Manila, 46% in Mega Manila, 47% in Luzon, 78% in Visayas and 76% in Mindanao.

For perspective, the previous Nielsen survey in 2008 also had Inquirer leading both nationwide (49% readership) and in Metro Manila (47%). Nielsen also showed Inquirer’s sister publication Bandera maintaining its dominance over other tabloids in Visayas and Mindanao, with Philippine Daily Inquirer's respective readership SVP Rene Reinoso results of 50% and 20%.. “We are very happy that Inquirer has kept its leadership position. Our strong commitment to editorial excellence and superior business practice, fuel the Philippine Daily Inquirer to strive harder each day to deserve the honor, trust and respect that our readers and advertisers bestow on us”, Rene Reinoso, Senior VicePresident for sales and marketing said.

Top 3 Broadsheets Read Yesterday National Urban, among yesterday broadsheet readers

2008 Q4 1. PDI 2. MB 3. PS

49.6% (1.0M) 37.8% (764K) 35.7% (720K)

Base: All People 10+ who read broadhseet yesterday Source: Nielsen Media Index

50 36 PDI

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

Paul Heath, Eugene Cheong appointed to Ogilvy Worldwide Board

The Miles Young juggernaut of change at Ogilvy continues. The network has expanded its global board of directors to include a younger and more diverse group of agency leaders, including Paul Heath and Eugene Cheong, two trusted associates of Young in the AsiaPacific. Making up the new faces on the board are Paul Heath and Eugene Cheong, CEO and regional creative director respectively of Asia-Pacific; Gaston Bigio, regional creative director Latina; Nasreen Madhany, global CEO Neo@Ogilvy; Colin Mitchell, chief strategy officer North America; John Shaw, regional planning director EAME; and Ken Wright, worldwide managing director for Unilever.

Thomas Neo leaves Publicis Singapore

Thomas Neo, CEO of Publicis Singapore, will depart the company come August this year. Landing his current position after the retirement of former CEO Mike Stepan. Neo was once the managing director of the agency where he worked for over a decade since it started in Singapore. On his decision to move Neo says, "I made [this] after considerable thought and is not related to any matter other than my own plans." He added that since the setting up of Publicis in Asia, he has "really enjoyed" his stay in the organization and that the agency has been "wonderful" to him. Publicis Asia CEO Matt Godfrey will review the Singapore CEO position in the coming months before deciding on who will take on Neo's role.

APRIL 2009 Lasik "Eagle" Print Ad Ad Title: "Eagle" Print Ads / Advertiser: Lasik / Agency: DM9JaymeSyfu / Chief Creative Officer: Merlee Jayme / Executive Creative Director: Eugene Demata / Creative Director, Copywriter: Jerry Hizon / Associate Creative Director, Art Director: Gogie Sinson / Creative: Allan Montayre

Ogilvy PR names new digital VP for Asia

Ogilvy PR veteran Brian Giesen, VP and Senior Strategist of the agency's 360° Digital Influence Group in Washington, has been relocated to a similar role in Asia-Pacific. With Giesen's years of experience in developing, managing and executing a range of digital marketing and social media campaigns for brands such as Unilever and J&J, he will oversee the expansion of the agency's digital offerings to its clients while he is based in Sydney.

New head of Starcom IP announced

He only needed "minimal convincing" to be Starcom IP India's General Manager, Yuzdi Badhniwalla says of his new position, where he is to lead the company's team across India. Armed with a decade of experience in spanning media and digital stints at rediff. com and TImes Internet under his sleeves, Badhniwalla has filled in the newly created position of Starcom IP. He formerly worked for Mauj.com where he headed the consumer marketing and gaming business. Pushkar Sane, Chief Digital Officer of Starcom MediaVest Group North and South Asia, says of Badhniwalla, "Yuzdi is a fantastic addition to our team as he brings unique experience in both content and media." may-june '09

Summer's adobo-mates If agencies have their on-the-job trainees, so does this agency magazine. Our interns, or ‘adobomates’ as they call themselves, are a mix of sugar and spice and all things naughty and nice. Their two months at the office marked memorable moments: ping-pong in their free time, maruya wrapped in cheese, unlimited softdrinks, and not to forget, the budding love team between a tiger and tamaraw. Captured on cam during the adobo main course, the tired yet happy bunch is as follows: [clockwisestanding] James Derit (FEU). Mac Yap (FEU), Diana Marie Chanco (FEU), Patricia Joyce Mostales (Holy Angel University), Erika Pineda (UST), Fourth Reinoso (Lyceum of the Philippines), Kathe Salinas (Miriam College), Gayson Magdadaro (Universidad de Manila), and Apple Ulit (San Beda Alabang).

RED-READY

movers

With RoadRunner Imaging Specialists

Carat ’s Vander Linden moves to China from Manila

In April, media independent Carat announced the appointment of Jake Vander Linden as Communications Planning Director for China. The American Vander Linden was formerly SVP and Head of Communications Planning for P&G at Carat Philippines. In her announcement, Carat China Managing Director Michelle Lau noted that “Jake has successfully evolved the Philippines team from a traditional media planning service model to strategic and communications planning, whilst maintaining excellence on business delivery.”

“Our confidence level was very high”, says Creative Director of Campaigns and Grey, Rocky Tirona, “We were really impressed when we saw the full set up at the shoot because that really let us see what we were getting as we were shooting. We actually saw a rough edit when we went home…”

What used to be a month-long process was completed in just one week. There was even a preview already available while shooting. RoadRunner successfully took the challenge of Red cameras head-on. In delivering recent TV ads 'Project Lullabye' and 'Toy Scary' for client GlaxoSmithKline, what used to be a month-long process was completed in just one week. There was even a preview already available while shooting. What made the whole process revolutionary was the presence of RoadRunner’s Imaging Specialists during the production shoot. Armed with laptops, the editor and colorist were present as technical consultants for the creative team. The production team was able to preview sequences and color grading choices even while shooting. Producers and advertising practitioners were

astounded by RoadRunner’s fast turnaround time, which was never before seen in the production process. This is a unique innovation that’s pioneered by RoadRunner, the only post-production house to offer that service in the country.

“With the RoadRunner Imaging Specialist, we are taking post-production forward. Rather than waiting for the footage to come to us, we assist the directors and DOP on set,” said RoadRunner Operations Manager Joseph Cruel. “This makes it easier for the directors and DOPs to focus on their creativity, because the RIS team is there to eliminate potential problems they might encounter in post.”

becomes a guarantee that our vision can be implemented onscreen.” Editor Geoff Cannaby wholly agrees to the difference that teamwork makes. “Being on the set got me on the same wavelength as the director.” Colorist Jam Jimenez was able to provide color grading options on set. “I have been working for almost 19 years now as Director & DOP,” says Filmex’s Director of Photography Raymond Red. “When I would shoot an effects project, even though I am knowledgeable, I always end up doing too many safety shots because I am not yet 100% sure what approach would work best. Whereas, when the RIS is there, working process is much, much faster and in a way more accurate.” This is speed and efficiency made possible only by a group of talented technical experts who can provide on-set consultation. With an almost instantaneous transfer from the Red camera to a working file, the Imaging Specialists can

Not only does a fast-paced process like this save time and money, but it further propels the creative teams to concentrate on their vision and imagination. Director Paolo Villaluna of Filmex is thrilled with the collaboration that the service represents. According to him, in the past the video material seemed to pass through various “craftsmen” – the director shoots, the editor puts it together. With RoadRunner Imaging Specialists onset, director and editor must collaborate. Paolo says, “More than just assurance, their presence

provide a DVD of rough offline, list of chosen shots, and colorgraded stills at the end of the shoot day itself. Recounts Red, “We had an on-site machine, so you could do a rough preview of the effects shots, even do some rough grading. It immediately eases some of the tension on the set because you have the confidence now that the approach you’re doing will work in post production.” Not only does this fast-paced process save time and money, but it further propels creative teams to concentrate on their vision and imagination.

Ruth Stubbs joins Mediabrands as President for Asia-Pacific

Ruth Stubbs, former CEO of Interaction for WPP’s Group M, becomes Asia-Pacific President of IPG’s Mediabrands in 15 July. Stubbs replaces Jeff Cressall (adobo Jan-Feb issue), who returns to Sydney as president of Mediabrands Australia and New Zealand for personal reasons after 14 months in the regional role. Stubbs had been CEO of Interaction since 2004. Based in Singapore, she will report directly to Nick Brien, the Mediabrands president and CEO who also chairs this year’s Cannes Media Jury.

Mei Yan joins MTV China

Media industry veteran, Mei Yan, has been named as the new Managing Director of MTV Networks China and Chief Representative of Viacom Asia in China by MTV Networks International. Being a 16-year expert in the business of media in Europe, US and Asia, Mei was Chief Strategy Officer of News Corporation China and Star China, had management and journalistic positions at CNN's headquearters in Atlanta, and was field producer with Independent Television News prior to working for MTV. Mei will manage MTV Network's operations in China including MTV China's 24-hour channel in Guangdong, Nickelodeon and its brand extensions, digital media and consumer products and Viacom Asia's new business development and governmental relations.

Mogford appointed as OgilvyAction regional VP

Singapore - OgilvyAction appointed Glenn Mogford as regional vice-president for Asia-Pacific, a newly created position. Mogford reports directly to John Goodman, formerly president of Ogilvy Japan who was appointed regional president of OgilvyAction this year. Mogford, based in Singapore, will oversee shopper and trade marketing engagement and analytics business of OgilvyAction in the Asia-Pacific. In his five years at Ogilvy Asia, Mogford led the agency’s regional BAT (British American Tobacco) account and worked with Danone, Diageo and Cadbury. Though assigned in a new position, he will continue to work with BAT and Danone, Unilever, 711 and Wal Mart. may-june '09

movers Ogilvy Appoints Raillard as Group Planning Director

Ogilvy Singapore has appointed Gwen Raillard, formerly BBH Singapore’s Head of Planning, to Group Executive Planning Director effective May 21. Raillard will report to O&M Singapore Group Chairman Stephen Mangham, and will join the Ogilvy Group’s Executive Committee. Gwen’s advertising career began at top creative shop Mother London. In 2000, he moved to Lowe London, where he helped develop the multi-award winning Reebok campaign ‘Sofa’ and ‘Belly’. In 2002 Gwen moved to BBH London where he added a Platinum record and IPA Effectiveness awards to his mantel for Lynx. In 2004, Raillard moved to Asia to head up BBH Planning in Singapore.

New regional CEO at Saatchi & Saatchi Asia

By mid-year, Saatchi & Saatchi Asia will have a new regional CEO: Justin Billingsley, formerly brand director at high-profile UK telecom carrier Orange. A veteran marketer whose resume includes Nokia (as global marketing director for mobile phones) Coca-Cola and Unilever, Billingsley departs Orange in May. His agencies there, where he was a vocal champion of digital, included Fallon, POKE and Mediaedge:cie. Though new to the agency side, the Australian Billingsley is not new to the region. He has been country marketing manager for Coca-Cola Indonesia, marketing manager for Coca-Cola New Zealand and senior brand manager for Coca-Cola South Pacific. Prior to joining Coca-Cola, Billingsley worked for Unilever in Australia.

New country manager for Grey Group Thailand

Pattaraporn Wongmesak (Pui) has joined Grey Group Thailand as Associate Vice President & Country Manager. She will oversee Grey and G2 in Thailand, whose clients include Procter & Gamble, GlaxoSmithKline, Sara Lee and AXA. She will report directly to Grey Group Asia-Pacific CEO Nirvik Singh. Wongmesak was previously Business Development Director of XPotential (Thailand) where she played an instrumental role in the branding and corporate strategy firm’s joint venture set-up. Working closely with XPotential’s UK headquarters, Wongmesak was charged with driving strategies for local and international clients such as Tesco Lotus, Beiersdorf, The Pizza Company and Ziroco.

Dentsu PR names new president

Tokyo – Shigeki Ishimatsu, current senior managing director, has been promoted to President of Dentsu Public Relations effective June 18. Ishimatsu handled several account services divisions at parent company Dentsu, before joining Dentsu PR. Since then, he has supported president Katsuhiko Ando in supervising the company’s corporate affairs.

may-june '09

inside the Sagmeister shoot

THE AD REVEALED I suppose that being a fresh graduate in the advertising industry (about 8 months as I write this), you cut your teeth on the less glamorous assignments first. Of the projects I had been asked to work on at JWT, I could count the number of genuinely exhilerating opportunities on one hand. Maybe less. But the moment this brief arrived on my desk, I knew that this was going to be one of them. And my first print shoot too. Focusing on the brief and how we personally knew the brand, Danni Lim (my art director partner) and I went wild with ideas. I could recall my last two years in college, during which adobo magazine fed me and my classmates all there was to know about the industry. Soon, Danni and I gravitated towards how the magazine was about uncovering everything in advertising. Presenting to our ECD Dave Ferrer, I wasn’t sure if he would go for this particular concept out of the dozens of ideas we showed him. I felt it was overly crazy. But I remembered, this is how things are supposed to work in advertising. You can’t just be crazy. You should also believe in it. The resulting campaign was one where we would show legendary admen bereft of clothing, having everything bared by Adobo magazine. Once we knew Stefan Sagmeister was coming to Angel Guerrero, Stefan Sagmeister Joe Dy, Priscilla Fajardo, Danni Lim Dave Ferrer

by Priscilla Fajardo

judge the Kidlat Awards, this gave us a chance to make everything happen. With a bit of convincing from Dave and Danni, and owing to his Sagmeister’s own level of craziness, the man agreed to pose naked. He expressed his own appreciation for the work, which naturally made Danni and myself beam with pride. The team tried several lines ranging from long-winded to one-word, before ending up with: Reveals.

us, especially for the guys who turned away in unison when Sagmeister dropped his underpants together with his trousers, it was by far the most overwhelming experience I’ve had since signing up. I can only imagine what my partner was feeling. Here was one of the greatest visual minds of our time asking her to art direct him in his thick Austrian accent, naked. Danni had Stefan try several poses, which put a bit of a strain on the man. He was constantly shifting in his seat as Andy Maluche snapped away. It was worth it though, and we got several good shots. Sagmeister even pointed out which ones were his favorites. The whole project did not feel like work at all. While the

Little did they know, I wasn’t nervous one bit. In fact, I was thrilled. No, not because I was going to see Sagmeister naked, but because my first shoot would be about the wildest idea Danni and I had come up with, to date. Being the youngest and, according to my boss, most sheltered in the creative department, people were worried how I’d react to such a shoot. Little did they know, I wasn’t nervous one bit. In fact, I was thrilled. No, not because I was going to see Sagmeister naked, but because my first shoot would be about the wildest idea Danni and I had come up with, to date. That and I’d be working with one of the most inspiring design gurus in the world. The shoot was held in Sagmeister’s hotel room in Boracay. The whole team was there. While it may have been awkward to some of

rest of Boracay sipped mojitos and focused on their tans, we were wrapping up and feeling 10 feet tall. Dave Ferrer put it into words when he told Danni, “You can now include on your CV: Art directed Stefan Sagmeister.” Stefan even asked us to pick out which shirt to wear for his talk that evening. It’s not every day that one of the top design minds in the business trusts you to make such a decision for him. Then again, we’d seen him naked. And now, so have you. PRISCILLA FAJARDO is a copy writer at JWT Manila.

with Dentsu’s Akira Kagami Creativity that survives in the world's most competitive market Local adland’s largely western diet was gently contradicted at the last adobo main course, featuring a presentation by Dentsu’s Executive Officer and Global ECD Akira Kagami. Kagami is also Jury Chair for the 2009 Outdoor Lions -- the first Japanese to chair a Cannes Lions Jury. Guests from agencies, marketers and suppliers alike gathered to hear Kagami’s talk, titled “Creativity that survives in the world’s most competitive market.” In it, he showed selected Japanese campaigns, with a brief backgrounder on the market scenarios they operated under. The crowd standout was Dentsu’s ‘Somersault’ campaign, for Suntory Amino-shiki. The laughter sobered with the next slide, when Kagami-san pointed out that despite the ad’s viewer appeal and international awards, the product itself only lasted three years. But considering that “90% of soft drinks introduced apparently disappear from the market in two weeks,” this is not so bad! On Japan’s ultra-competitive mobile phone market, Kagami showed a whimsical campaign featuring a white dog that helped latecoming industry outsider Softbank turn the market ‘from the big two to the big three.’

Use every bit of 24 hours The Agricultural Association’s Ask Milk campaign created a persona for the drink that kept Japan’s teens company via their mobile phones from their first waking moment. From quality to quantity Of questions, that is. Dentsu’s

may-june '09

“fill the city with questions’ campaign for Goo had a question of the week – hardly a new idea for a search engine. But the questions appeared in unexpected places: the walls of two central train stations, the tops of boats passing under bridges, an LED screen on a helicopter. Residents had to assemble at key points in the city to take part in a question-of-theweek challenge. The answer was available only through the search engine, which the gamers accessed via their mobile phones. The effort became a social phenomenon in Tokyo: Huge numbers gathered at strange locations at odd times of the day, texting to win the quiz.’ It all climaxed with a nationally televised giant quiz show, with minimal traditional ad media. The campaign won a Grand Clio for Integrated in 2006, and a 2006 ADFEST Best of Show for Outdoor.

"Picnic" Amino-Shiki, TVC

"Ms. Yuko Yamada Looks for Her First Job" Recruit, TVC

Imagination “Whale” (for the Japan Advertising Council). Most of these had received Grand Prix from Japan’s Advertising Council, as the best ads for that year. The Insight driven latter also won “Shopping as Best of Show for Global therapy” is one TV, ADFEST advertising? insight we’ve all 2002. heard before – I’ve never met Speaking but killer design like the strategist a person who is helped turn cheap he started out teen discount store global. Work that as, Kagami Marui into a Ginza crosses borders is also offered style destination. suggestions on beautiful. But don’t The campaign won how to compete a 360 Lotus at try to do it. Work in the Japanese ADFEST in 2008. market, and for your market, Kagami closed expressed his your people. with some classic preference for Japanese TVCs a more emotional (Asian) than on which he himself had acted logical (Western) approach for as Creative Director: Wowow’s memorable advertising. “Immobile Man” (a version of During the Q&A portion, a Kurosawa epic) and “Running those who strained to decipher Woman” (a version of candy-colored his soft-spoken Japanese English romantic melodrama, which won at came away with some statements Cannes and other shows in 2000), that would have been controversial “Ms. Yuko Yamada Looks for had they been delivered with Her First Job” (for Recruit), and Western volume and clarity:

“Global advertising? I’ve never met a person who is global. Work that crosses borders is beautiful. But don’t try to do it. Work for your market, your people. This is the only way you will survive ... Don’t worry about my opinion of your work. Be confident.” “In the recent two years or some, there’s nothing new, nothing fresh. Change is an opportunity. Outdoor is unique. It can take you to a different world. This year at Cannes , I am looking for something fresh, something different, something that can change your daily life. “I have been in this business 40 years, every two years something happens, a crisis. We lose a lot of business. But nobody will help us. Only we can help ourselves.” adobo thanks our co-presentors Dentsu Philippines, PowerShot and DentsuIndio for making the main course possible.

Angel Guerrero with Dentsu's head honchos: (L-R) Nobuhiko Kondo, Kenjiro Kagawa Ken Terasawa, Yuya Furukawa, Jimmy Lam, Hideshi Makishima, Akira Kagami, Donald Ee Moderator Paolo Abrera

with Akira Kagami

April 23 AIM ACCEED Conference Center

Dentsu's big man and adobo's little lady

Marketing trainer Eric Villarama Dentsu's Lawin Bulatao and JR Romera of Canon

The Creative Link takes a break

Ken Terasawa and Angel G. Adfest & Creative Link's Jimmy Lam with his favorite Filipino dish.

may-june '09

An International Monetary Fund (IMF) report recently published online stated that Asia is far from the epicenter of the global crisis, not just geographically but also in the sense that it avoided the financial prac-tices that led to serious problems elsewhere. The good news is that before the crisis, Asia was in sound macroeconomic shape. The bad news is that the impact on us has been swifter and sharper. The report said the impact of the global crisis on Asian economies is explained by the region’s exceptional integration with the global economy. The spillover has been amplified by Asia’s product mix, because the region specialized in sectors particularly hit by the credit crunch - high-and medium-technology manufacturing exports (motor vehicles, electronic goods and capital machinery). Overall, the IMF expects growth for Asia to decelerate to 1.3% in 2009 from 5.1% in 2008 and to return to 4.2% - still below potential – in 2010.

alarm, but concern. The Confederation of Asian Advertising Agency Associations (C4As) tackled these issues head-on during a press conference for their annual membership meeting in Manila in late March. Among the CAAAA leaders who met with the press were Chairman Yutaka Narita (Dentsu

Asia’s agencies on the crisis:

challenge is opportunity CAAAA meets in Manila

Japan), Vice Chairman Srinivasan Swamy (RKS BBDO India), Secretary Anthony Kang (Singapore), Treasurer Harris Thajeb (Indonesia). Also present were representatives Kwang-Kyu Han (Korea), Romy Chen and Eddy Fu (Taipei, China) and Yusuke Kuroda (Japan). They all agreed that the rest of 2009 may prove challenging for Asia’s ad industry. They said

There’s been serious discussions of whether we should call ourselves “advertising consultants” while others just call us “advertising agents" Chairman Yutaka Narita (Dentsu Japan)

An online Asian Development Bank (ADB) report is similarly bleak. “Today’s crisis is broader and deeper than the Asian financial crisis of 1997–1998. It is also more complex. [That] crisis arose from structural weaknesses in financial and monetary systems at home. This time the damage has come from financial and economic meltdowns in the advanced countries. Asia tumbled from its impressive peak of 9.5% in 2007 to 6.3% in 2008. In 2009, the Asian Development Outlook sees another steep fall to only 3.4% likely be only 3.9% in 2009. During the earlier Crisis (1997-98), healthy growth and demand in the developed world helped support Asia’s recovery. This time, however, the US, Japan, and Europe are in recession and their business confidence and consumption, on which the region has long depended, are in decline.“ Numbers don’t lie, particularly those from the IMF and the ADB. There is cause for, maybe not

may-june '09

tiser’s budget more efficiently and effectively to make it go a longer way – the principle of added value. It should also be pointed out to clients that less ad spending translates to less clutter – which makes it more affordable to be seen and noticed. Media will also be offering better deals. Most of them pointed out that during past Asian

that if you compared Q4 2008 to Q1 2009, there was a noticeable decline in terms of expense across the region. Vice Chairman Srinivasan Swamy pointed out that even when Q1 2009 wasn’t a bed of roses, there was a small but significant upward trend, though ad spending is expected to decline as the year progresses. Some were quick to point out that we might still see some growth in bigger economies like China and India, just enough spending in countries like Indonesia and Thailand, marginal growth in neutral Malaysia but a possible continued decline in adspend in Singapore. Indonesia could perform better than its neighbors, but only because it’s election year. Treasurer Harris Thajeb chose to keep his outlook positive, “I would probably think that overall in Asia, we are a lot better than in the United States and Europe. So I think actually for Asia there would still be a growth.” Some opined that what can help Asia keep afloat is a change of mindset— advertising as an investment and not a cost. Agencies must find ways to use the adver-

crises, clients who kept advertising (sparingly but judiciously) recovered faster than those who stopped advertising out of a shortsighted prudence. They also pointed out that the time could be right for agencies to broaden their vision beyond strictly above the line advertising. Digital, online, viral, and word-of-mouth advertising may provide the efficiencies that clients demand. Secretary Anthony Kang shared that about two months ago in Singapore, they conducted a survey among the 4As members. They found out that most, if not all, full service and media agencies

Vice Chairman Srinivasan Swamy (RKS BBDO India)

projected a downturn of about 30%, but digital agencies did not suffer any loss in revenue. He also said that the survey showed that digital media is key: while print and TV revenue projected a downtrend, online media remained vibrant. There’s also CRM, events, direct marketing and other out-of-home media; the point is to expand one’s repertoire and find creative ways to keep your clients’ brands top-of-mind. In advertising, absence does not make the heart grow fonder and out of sight means out of mind. Some members even suggested that a review and possible restructure of charging might be in order. Vice Chairman Swamy disclosed, “At CAAAA there’s been serious discussions to whether we should call ourselves “advertising consultants” while others just call

the view from Manila

Newly-elected 4As Board Members Nandy Villar and Isabel Santillan represented the Philippines at the C4As meeting. adobo sat down with the duo for a chat on the state of the industry.

Never mind recession… According to Santillan, spending tables from media monitors and the finance industry indicate that as of Q1 2009, adspend levels were sustained, though shifted and rearranged among media. Fastfood/convenience stores and personal care are roaring on, balancing drops in sectors like telecom and real estate. Some multinationals have also cut in response to global directives rather than local shortfalls. Media outlets report that the budgets are coming in, just a bit slower. Pre-election spending is already creating a massive onetime bump that should cushion a possible slowdown in OFW remittances in Q2, for which data is not yet available. … the real issue is compensation After the end of the 15% commission, no compensation standard has been set for the different kinds of agencies. Without an industry standard, every engagement is up for haggling, leaving agencies at a decided disadvantage. As Villar’s induction speech put it, “It is incumbent upon us to

years ago but we remained strong us “advertising agents”. We want to and we overcame all this crises.” To evolve the value chain. We believe Mr. Narita, an 81-year-old industry that our value is undervalued. ’wise man’ who was part of the ad Because we believe that advertising industry that helped rebuild Japan’s is the only thing that can deliver disproportionate returns on market- postwar economy from zero, ‘crisis’ is surely relative. ing investments, and we need to CAAAA Secretary Anthony take a share of this disproportionKang sums the role ate results. That is of the organization something that we We want as succinctly, “We want are striving for. We as a group to come up believe that this plat- a group to with a standardization form [is] available to actually move up the come up with a in the ad associations value chain and call standardization in the region. Things like pitch fees. For ourselves consultants. in the ad education we will be We should certainly associations working with govmove up the value ernments to issue a chain so we could in the region. degree in Advertisdemand higher remuing. In the future we neration.” want to establish an Advertising The CAAAA officers, repreLeadership Institute. C4As will be sentatives and delegates compared establishing a website soon. Asia notes, traded experiences and will be the blooming region. We are collectively labored to think of ideas diverse so we have to teach people to soften the blow. And they did trans-cultural management. This point out that the world looks to is why we are coming together and Asia with hope. While they caution reaching out." each other and ask the industry The ADB report seemed to to brace themselves, they remain agree, pointing out that “ regional positive. CAAAA Chairman Yutaka cooperation proved its value during Narita cautioned the media from and after the 1997-98 Asian finantheir tendency to dwell on the dark cial crisis and should be strengthside: “I have been in this business ened now to prepare for potentially for 50 years! I have gone through a larger shocks ahead." lot of crisis, like the oil shock many Rather than be adversarial, the industry must work together to find mutually acceptable solutions. One promising model involves a base fee plus additional incentive based on campaign performance. The 4As is discussing this with PANA and others toward a viable, implementable agreement.

put a value to what we’re worth before anybody else can tell us what we’re worth.” This is a major issue, dwarfing even the pitch fee in the estimations of some. After all, pitch costs are just part of doing business – if you are assured of proper compensation down the line.

Copyright and intellectual property Simple in theory, less so in practice. By law, copyright for a phrase or tagline remains with the creator – in this case, the creative agency. But in this age of regional campaigns, multiple agencies and perproject engagements, the grey area has just kept growing. How should an agency be compensated when the tagline and slogan they have created are adopted by other, fullycommissioned creative providers? These can and should be covered early on, in client-agency contracts. But legal documents can be slow to reflect business realities, and as the 4As puts it, “Agencies must be conscious that they have a right at all.” Villar cites the music industry, where FILSCAP has created laws addressing specific industry concerns. He intends to make this a key advocacy even beyond his 4As term.

UPMG, ASAP, KBP

top AdBoard Golf Cup

The AdCongress isn’t until November, but the sports have already begun. Last March 27, the AdBoard Golf Cup also served as the first leg of the 21st PAC golf tournament. The games were held at Villamor Golf Course, hosted by the Kapisanan ng mga Brodkaster ng Pilipinas (KBP). With 94 participants (including ABS-CBN big boss Gabby Lopez, playing at the invitation of Image Dimension’s Louie Morales) it was the biggest Adboard golf turnout so far. Topping the tally were: Team Champion: United Print Media Group (UPMG) Low Gross Champion: Luigi Tabuena (ASAP) Low Net Champion: Frank Abueva (OAAP) MEN CLASS A Champion: Mike Besa (UPMG) MEN CLASS B Champion: Ernie Hernandez (Founders) MEN CLASS C: Champion: Joey Avellana (4As) MEN CLASS D: Champion: Danny Ocampo (UPMG) LADIES DIVISION: Champion: Matec Villanueva (4As) GUESTS DIVISION: Champion: BGen. Art Orozco (Philippine Air Force)

Asian Publishing Convention hits Manila July 16-17 The Asian Publishing Convention (APC) assembles world-class practitioners to share insights, skills, and practical tips with managers of print, online and mobile media in Asia. With this year’s theme “Multimedia Content Development, Deployment, and Management: Evolving Best Practices, Technology, Organization Structures, Biz Model”, APC aims to help the print industry succeed in understanding the multimedia world. One of the convention’s highlights, the Asian Publishing Multimedia Publishing Awards (AMPA), incorporates the Asian Magazine Publishing Awards, the Asian Book Publishing Awards, and the Asian Corporate Communication Awards. These three categories will recognize multimedia publishing projects or programs implemented or significantly enhanced in 2008 or 2009 that presents a clear objective, quantifiable and verifiable measurements as to its effectiveness, and that goals set were achieved. APC will be held July 16 and 17, 2009 at the Mandarin Oriental Hotel. For details contact Grace Bantaran, tel. 818 3289. may-june '09

Repainting perfection

Filipino dollpainter Noel Cruz Reported by Denise Karunungan

Barbie the brand: radiant at 50 When I was growing up, I didn’t like Barbie. I liked to be Barbie. I went as far as putting the twirly curls Barbie over my head so in front of the mirror, I’d have blonde bangs. I thought Barbie mania died with the 80s shoulderpads, but on her 50th anniversary, she’s making a fully botoxed comeback. Quite apt, the original material girl in the most material world.

The world’s first Barbie Megastore in Shanghai offers better ways to look like Barbie: by buying her cosmetics line, or by getting your own face grafted onto Barbie wearing a Vera Wang bridal gown. “It costs just less than a million,” they say. I bet it’s cheaper to have Barbie’s face surgically grafted onto yours! Their couture line carries a life-sized Vera Wang bridal gown too. Other brand extensions include a spa, a café that serves Ken flavored ice cream (chocolate, with nuts of course); and a bar where “real Barbies can meet Kens”. That is, if they can get straight single guys to go up the Giggle tube, an escalator housed in a trippy pink tube with speakers airing little girls’ laughter. The concept store has six stories, but only one floor is for kids. It has a design center where little stylistas can design their own Barbie clothes on computers, and walk away with a Styled by Me Barbie. (They have it so easy, my sister and I had to knit and sew our Barbies’ clothes!) Aspiring models can have their photos on the cover of a fashion magazine; and even strut on the runway complete with hairstyling, costumes and paparazzi. My favorites in the store are the silhouette chairs, the doll world showcasing the Barbies of yesteryears, and the Barbie quotes on the wall. She gives the Temptation Island beauty queens a run for their money: “I wasn’t made to do housework”, “100% Plastic Beauty” and “When you’re this gorgeous, who cares if you’re plastic? CAROL ONG shared two much-loved Barbies with her sister, and is now a senior writer at BBH Shanghai. The Barbie Megastore is located at 555 Huai Hai Zhong Road

Those who consider imitation the highest form of flattery should meet Noel Cruz. The California-based Filipino' artist Noel Cruz's hand-repainted dolls fetch huge sums from celebrities and collectors, and have gotten him featured on Alist Hollywood blogs such as Perezhilton and TMZ. Far from genericfaced celebrity dolls, Cruz’ creations are works of art that capture signature features and expression in a startlingly lifelike manner. One non-celebrity doll even came with private anatomy. According to his site, Cruz’ career began when he was searching for a particular doll for his wife. Unsatisfied with the likeness of even very expensive dolls, the portraitist took it upon himself to do better. (A lifelong artist, Cruz has been taking portrait commissions since age 16.) Procuring an authentic Noel Cruz repaint is not difficult. He sells them on eBay, and accepts occasional commissions; his works start at US$650 -- a good buy for doll collectors and even just for those who want a replica of their self that will not age. Visit his site (www.ncruz.com), or read on: “Of the dolls I’ve created, two of the more challenging were Legolas and Aragorn from Lord of the Rings. Apart from the repaint, the dolls had to be completely hair re-rooted, which is tedious in and of itself. Also, the dolls' faces had to be resculpted to better match the features of the respective actors. I have quite a few personal favorites — those dolls based upon Old Hollywood stars, like Lana Turner, Hedy Lamarr, Liz Taylor, Vivien Leigh, Julie Andrews etc. Of the newer celebrities, I enjoyed creating Cher, Angelina Jolie, the main cast of Pirates

Noel Cruz working on a Will Turner (Orlando Bloom) doll.

of the Caribbean, Lindsay Wagner aka Bionic Woman and of course Superman Chris Reeve. My dolls’ bodies are factory-made, all readily purchased. [Most] are 16-inch fashion dolls from Tonner Doll Company, [which] most collectors prefer, and at the same time fetch the best prices. Every now and then I work on other dolls, such as the British-made Sybarite BJDs (ball-jointed dolls). These are also 16-inchers, much pricier but very sought after. Angelina Jolie

One doll can take from three days to a week, depending on the complexity. Some dolls need complete hair reroot, or more features painted. I am very exacting with my work, and take careful time with each repaint. To me, it's not about how fast I can get a doll done. I will never compromise quality for a fast turnaround. I only work on one doll at any given time. I prefer to work by inspiration, but of those [dolls] commissioned, I particularly enjoyed replicating Cher. I cannot disclose the buyer, but the commission

price was close to $4,000. For aspiring artists and designers, the most important thing is to truly learn your craft. I have been a traditional portrait artist all my life; when I first ventured into dolls, I was surprised and disappointed that my traditional skills did not automatically and easily translate. I realized later that a doll's face is a different medium, a unique three-dimensional canvas requiring very specific skills. Needless to say, my first attempt [was] a disaster. But I was undaunted. I kept practicing and trying different techniques, [and] in the end I prevailed. My first repaint fetched $162 on ebay, a big deal for me at that time. In hindsight, the dollar amount wasn't very much, but it validated my work and [proved] that someone finally believed that I was doing it right. Secondly, create what you are passionate about. It would be a real travesty if every artist created for money. I've always had a fascination for miniature representations of people, and always been stimulated by the human face. So doll repainting proved a perfect avenue for me. Third, never copy another artist's style. Find your own, that people can identify. Lastly, always be imaginative. Be receptive to new things, don't get stuck in a rut. Thinking out of the box is what allows artists to flourish and be competitive. may-june '09

JWT Talk about the ultimate activation challenge: a three-day visit by eight of your network’s top creative honchos. Last March, Manila got a full-strength JWT jolt, when eight regional leaders descended upon the agency for JWT Asia’s quarterly Passion Patrol. Held just a week after the euphoria of ADFEST, it was three long days (and crazy nights) that neither visitors nor visited will soon forget.

Even with tight schedules and tighter budgets, the quarterly Passion Meeting survives. The CDs say it is an important part of the teamwork that makes JWT so strong in the region. The work Together with Dave Ferrer, the region’s best spent three days reviewing Asia’s January-March output and ranking it according to

Passion Patrol invades Manila

a pitiless but effective 1-10 global scoring system. The week ended with a JWT First Press session, on creativity in a recessionary year. It was a rare chance for the whole agency to learn from names previously just glimpsed on e-mailed press releases. Frequent Manila visitor Guan started with the top-scoring work, including some from JWT Manila (check out a selection on www. adobomagazine.com). Highlights included a revolutionary Post Office activation for KitKat from Tokyo and a short film for Lux, starring Catherine Zeta Jones. Ma Yan followed, discussing the magic that made JWT China win ADFEST Agency of the Year.

New found friend: Pinit Chantaprateep and San Mig (Light)

New found combo: Ma Yan, Tay Guan Hin, Ramsey Naja

may-june '09

He described his team's deep understanding of the Chinese market, their drive for creativity and collaboration with artists outside the agency scene – and their rule to have a life outside work. Simple-sounding tips, for work that is anything but: guerilla efforts for Anta shoes, the stunning Shan Shui environmental campaign and the envy-inspiring Bruce Lee viral Campaign for the Nokia N96. (The ultimate measure of success: Ma Yan couldn't resist getting his own N96, complete with action figure — also a JWT idea.) Next up was JWT Bangkok’s soft-spoken Pinit Chantaprateep. Showing three radically different —but all award-winning — insurance ads, he showed how there are many solutions to a single product. Thailand continues to create some of the most memorable TVCs in the whole region, for everyday packaged products like Chiclets gum -- a personal client of Pinit's and JWT for 16 years (!). The energetic Ramsey Naja finished up with an engaging discourse on ‘the Blur’–where imagined and actual reality intersect and blur. He spoke at length about simplifying the creative process, and how true brand belief was akin to religion in its power to inspire faith. His talk was peppered with legendary ads, all results of simplifying the creative process.

The play Of course, the Passion Patrol also got a taste of Manila night life: gourmet adobo and kare-kare as a storm raged, visiting steakhouse Mamou (and not ordering steak). But it was their Rockeoke send-off that was one for the books. The calm before the storm had Ma Yan chomping on a cigar while everyone settled in with their choice of liquid courage. But once the band was set up, the action picked up something fierce, with everyone chugging Red Horse (a JWT client, of course!) and rocking their lungs out. Words won’t do the revelry justice. Suffice it to say, Ramsey,

David Cook David Archuleta Dave Ferrer. Coincidence? We think not.

“It’s a very different JWT from when I joined 15 years ago. This network is future-ready; it’s much more agile than people expect.” Ramsey Naja Ma Yan and Guan lived out their Beatles and Elvis fantasies; Jos and the rest of JWT Manila took their turns at the mic (and the guitar, in the case of Art Director Bob Cruz). It ended with everyone singing their hearts out to a ‘very GMA Supershow’ version of "Can’t Take My Eyes Off Of You." The night ended with a visibly pleased Ma Yan and Regional Creative Officer Betty Tsai contemplating future Passion Patrol sessions in Manila. Clearly, the ultimate activation was a smashing success. Adapted from the JWT blog entry by Mo the Writer. The Passion Patrol: Tay Guan Hin–regional ECD for Southeast Asia and Global CD for Lux, Sheung Yan Lo of China, also known as Ma Yan–regional ECD of Northeast Asia and Chairman of JWT China, Pinit Chantaprateep–Deputy Chairman and CCO of JWT Bangkok, Jun Fukawa–ECD of JWT Tokyo, Andrew Fraser–ECD of JWT Sydney, Ramsey Naja– Regional ECD of the Middle East/North Africa and Ivan Wibowo, ECD of JWT Jakarta.

DIGITAL SECTION Put together 23 million Filipino internet users (and growing!), over 60 million Filipinos with mobile phones, and the possibilities brought about by technology, and it’s no surprise that digital is called the new mass medium. Often pitched as cheaper than traditional mass advertising, digital has gained headway by appealing to budget-strapped clients on the lookout for more performance per peso. But is digital really cheaper? And is this the reason to go digital at all? Ask the right question, and you’ll get the right answer Back when I was a suit in Direct Marketing (the buzzword in the 90’s), my then counterpart in

advertising asked, “My client wants to do DM. Can you fit everything within P 1M budget?” Hmm. Aside from the fact that P1M was a fraction of that particular client’s huge media budget, the question itself was enough to raise my eyebrow. My eyes grew wide in disbelief (don’t try this, it’s not pretty) since it underlined just how little understanding there was about the medium and its role in the mix. Hearing “digital is cheaper than traditional so let’s go digital” is like hearing this same question all over again years later. It seems the case for every new industry buzzword: in the early 2000s “let’s do activations, it’s cheaper,” in the mid 2000s “let’s do billboards, it’s cheaper,” and today, it’s “let’s go digital, it’s cheaper than traditional.” In reply to the Advertising suit (who, by the way, is no longer

SMARTER ISN’T ALWAYS CHEAPER

(But it’s almost always better) 30

by Angeli Lambsdorf, illustrated by Jed-Angelo Q. Segovia may-june '09

The argument for digital isn’t so much about what it costs, but about what it does. And while cost effectiveness is always important, the truly successful campaign will prove that spending smarter always beats spending less. in the industry), I simply said, “Tell me the brand situation, the objectives, the target audience, etc. Then we’ll know if DM is the right way to go, and if P1M is enough.” This is the same reply I will give you today. I will also share with you what we at IMMAP know to help you make the right decision for your brands. Tell me the objectives… While digital is the buzzword today, the basic communication principle holds: the channel that is best for your brand depends on communication objectives (awareness, response, trial, education, etc), whom you want to communicate with, and how best to reach them. Simply put, “how do we reach the right person with the right message at the right time?” So instead of thinking “cheaper,” let’s ask, “how can digital marketing, on its own or as part of a mix, deliver to our objectives?” Arthur Policarpio, President of the IMMAP and Snapworx mobile marketing, shares that the proper approach to evaluating digital media is to match digital metrics with the actual objectives of the campaign. For traditional media, metrics are primarily based on reach and frequency. But digital’s power is that you can go beyond awareness building. Digital can help generate leads, prompt consumers to interact, generate a quick survey, enable a convenient way to join a purchase-driven promotion, consummate an actual sale (e-commerce) and many others. “It is the only media which allows consumers to actually interact with the brand – hence, metrics should focus more on this benefit,” he says. Objectives vary per campaign. If your objective is to build awareness, metrics can be the total number of ad impressions, plus the cost per thousand impressions. If the objective is lead generation, metrics can be total leads generated as well as cost per lead. If the objective is to drive traffic to

an existing branded website, then your metric is effective cost per click generated. If the objective is to generate online word of mouth, then metrics can be pass-on-rate (e.g. average number of times an email, for example, is forwarded) as well as effective cost per impression (total campaign cost divided by total direct and viral impressions). As I told my counterpart so many years ago, tell me what you want to achieve. Then let’s talk of what it’ll cost you. Is digital marketing the right way to go? IMMAP Director, Albet Buddahim, a Digital Marketing Manager at P&G, shares with us that while digital is taking a more important role in their media mix, “in the Philippines, awareness is still best delivered through TV with its reach across socio-economic classes. However, digital can deliver higher ROI, depending on how it is used in the campaign. ” Another IMMAP Director, Jojit Alcazar, Senior Manager, Mobile Advertising of Smart Communications and VP of WolfPac Mobile shares: “The advantage of going digital is the brand’s opportunity to communicate directly to the consumer, one by one, and at the same time elicit DIRECT interaction. It has the ability to solicit immediate measurement on the success of the campaign. It can immediately give advertisers data on how many consumers actually viewed and interacted with the ads at almost real time.” The value of digital media is its ability to deliver targeted, meaningful, trackable consumer engagements, especially among increasingly fragmented audiences. Digital media allows consumers to interact with the brand -- and the brand to respond accordingly. The consumer, who is given control, actively chooses how and when he interacts with the messages. The interactions can be personalized and customized because this medium delivers individual and one-on-one experiences. This kind of involvement makes for lasting and more memorable experiences that can even be passed along to others. Nothing engages like digital well-done. How much is enough? There are those who think that successful digital campaigns are nothing more than a cheeky idea produced dirt cheap, placed on the web, and left to fend for itself in the hope of reaching millions. Not necessarily. There are many considerations in planning

a digital campaign. The kind of online brand engagement you wish to deliver and the campaign’s impact on your objectives are probably the most important. Leah Besa, General Manager of Proximity, makes a strong statement about those who tout digital as cheaper: “It’s fantastic that they’re publishing this. Hopefully, agencies that offer digital [will] gear up properly not just in development and production skills, but also in ideating for digital that delivers tangible results. Digital is the only media available to marketers that delivers hard KPI’s, but not a lot of agencies talk about the numbers involved. You can’t, as some agencies claim, hire some college graduate off the street to develop digital campaigns. It takes so much more than that, and I’d like to think clients are worth much more than that. Joe Burton, EVP and COO of McCann WorldGroup San Francisco and writer of “A Marketer’s Guide to Understanding the Economics of Digital Compared to Traditional Advertising and Media Services” says that the complexity of Digital programs makes it the most labor intensive medium in the industry. The expertise needed spans digital media planning, strategic planning, analytics, creative, user experience, technology, production. Unlike traditional media production, digital development generally demands a set of unique, advertiser-specific requirements, requires cross disciplinary collaboration, and lacks the repetitive development that can exist in print or TV, where known inputs can generally provide an expected output at a consistent, predictable price. In this regard, it is unfair to directly compare traditional advertising and digital marketing. From the terms onward, the basic scope and expertise required are vastly different. The argument for digital isn’t so much about what it costs, but about what it does. And while cost effectiveness is always important, the truly successful campaign will prove that spending smarter always beats spending less. Digital’s power to track and target may be the most compelling reason to get into it. There are tools to optimize your campaign for the best possible combinations based on real time results. If, for example, one execution fails to deliver as expected, the budget is easily reallocated to a better performing one. Ultimately, you can track results relative to the investment made on each (ROI). This is the best metric of all. Digital is less about spending less, and more about delivering more.

The Zen of Blair “Compromise is not a dirty word. Your duty is to do the right thing.” Not once during his ten-year tenure as British Prime Minister did Tony Blair visit the Philippines. Once the Labour Party’s poster boy, now Envoy of the Quartet on the Middle East among other tonguetwisting titles, this globe-trotting Lecturer was recently in town thanks to the enterprising Campaigns and Grey Chair Yoly Ong. Blair strode in, in full military color and flair, on the dot. The electric charge in the air was confounding. If shrieking were allowed, the crowd would have shouted “we love you Tony!” Beatlemania-like. Blair’s insights, albeit political, can be conferred to business in general. Broken down to nibble sizes, they transform into nuggets of wisdom with greater value, that of purpose, action and negotiation, and finally, realization. 1. As you learn about the business of government, you learn about yourself, and about leadership. To manage an organization, first learn about the business. In forming procedure, implementing structure and choosing key people, you learn about yourself. Learning roles and responsibilities is integral and essential to leadership. 2. To understand the world, analyze it as it is – not how you want it to be. You must understand your business’ reality if you ever hope to change it. In Blair’s view, the chief characteristic of the real world is interdependence and interconnection, split-second cause-and-effect. He cited the current economic crisis, which reverberated into a lack of confidence that “spread like contagion across the world.” 3. Power is shifting East. “We must understand China, India, and time to come, countries like (the Philippines). When that

time comes, the shift of power is profound. Consequences, hard to comprehend.” For centuries Europe thought itself the center of the universe, already ageing yet unwilling to relinquish power. On the other hand, Eastern civilizations, silently surviving and thriving for centuries, now have the world at their fingertips. Roll with the punches, folks – because your most basic assumptions can change in a second. 4. In a fast changing world, countries, companies and people must change themselves. There is no room for sitting back, no such thing as a comfort zone. Blair’s challenge is: “Change is the toughest thing to do. People don’t like change. People are in favor of change in general, but not in particular.” For a leader, to propose change means the end of world. To impose change makes people hate you. And when you effect change, people assume it was always that way. For the manager, the insight is clear: there is no greater challenge than real change. 5. What is forgivable is failure. What is unforgivable is not to try. First have a purpose. Second, implement it. Then focus on completing it. Despite all negative feedback and no support, solve what you can, manage if you can, but always work on it. A major success credited to Blair is the peace treaty that ended the UK’s 30-year conflict with the Irish Republican Army. Blair’s modus operandi on the treaty was simple: “Agree on principles, but be ready with compromise.” Have a plan. Be clear with the framework of agreement, basic principles, and steps to take when opposed. An uneasy silence engulfed the crowd throughout Blair’s elaborate narration of his dilemma of shaking hands with Sinn Fein

leader, Gerry Adams. Abreast with British politics, the audience was clearly not. 6. We live in an era of unpredictability, but we must never give up. An attitude of hopelessness will never succeed in finding a context of peace, which is the threshold to economic progress. Simply stated, conflict suppresses economic development and breeds frustration and anger that hinder progress. (A situation all too familiar to the audience of Filipino businesspeople.) “Ignore the temptation to give up. Carry on and accomplish.” 7. You’re leader for a day and then the day’s gone. Leaders must know humility. Upon getting his first mobile phone the day after he left office (British Prime Ministers apparently are not allowed to own one), Blair immediately sent an SMS to a friend. He got a reply that read: "Sorry, who is this?" Not realizing that his name would not register on his friend’s phone, he was incredulous. Thinking, “It’s only been 24 hours…” Reflecting on Blair’s leadership may be difficult. The man believes “our world today has need of leadership perhaps more than ever before.” To his credit, beyond his words, Blaire’s actions encompass a more noble purpose, that of finding strength in one’s own spirit. He is certain he “can give something still to a world so beset with other problems — an understanding of different faiths, love for fellow human beings. I want to see it happen in my lifetime.” In one of the most telling slips ever, Blair uttered ‘peace protest,’ when he meant ‘peace process.’ After a brief moment of embarrassment, his wit saved the day: “Did I just say protest? Sometimes it’s hard to tell.” A powerful leader turned mere mortal, his three terms may have ended a pale shadow of their glorious start. But, oh, what some CEOs would give if they could fall from grace as Blair did – with a loud thud nobody heard. may-june '09

DIGITAL SECTION n late March, Yahoo! and Nielsen unveiled numbers from their user study, the first focused exclusively on the user habits of the Philppines’ estimated 20 million internet users. Partly in response to advertiser pleas for data, the study provides hard numbers to validate many existing assumptions. As the fact sheet puts it, “Not surprisingly, online

‘insights’ are often grounded on gut or confined to the anecdote.” It is a truly national study, conducted in 22 major cities including Metro Manila. The sample size is large, 1,800 subjects with indepth interviews per consumer. “Digital media’s success is dependent on its accountability to the advertiser, the media agency and its stakeholders,” said Nielsen Media’s Jay Bautista. He claims that the study is “the most comprehensive and

geographically extensive study on the online Filipino.” Make that Filipinos. Because while some of the usage is still the mythical ‘techie’ beloved of ads, it is also below 20 years old, not necessarily Manila-based, loves local news, and is still very much tethered to internet cafes. Their youth also makes current users relevant as a future audience: they may not do a lot of e-commerce now, but the behavior and buying

trying. ... Ex-offline people who learn digital can at least talk the language of consumers and clients, and have credibility in that space.

28% of Filipinos now online – Yahoo/Nielsen Net Index

Comprehensive ‘Net Index’ puts numbers to the hunches Based on sample of 1,200, in October-November 2008

28% of Filipinos – and 50% of teens — in National Urban Philippines accessed the Internet at least once in the past month. 5% access it every day. The average is higher in provinces: 35% in Cavite and in Cagayan de Oro, with Metro Manila at 28%. Much of this access happens in internet cafes: 47% of all internet time is spent there, with the overwhelming majority of respondents (71%) visiting a café at least once in the past 3 months. Home internet access is also growing slowly but steadily, as a result of marketing efforts and wider availability. Social networking is not a figment of the marketer’s imagination: 51% claimed to have visited a social networking site in the past month, and 1 in 3 Filipino internet users have a blog. In terms of numbers, Friendster leads, with 92% of respondents as members. Psychographics: Filipino internet users are more likely to be opinion leaders and early adopters, individualistic and trend-conscious, willing to pay for quality– especially technology. They are also likely to be below 29 years old – a long consumer life that makes them a good bet to win over for the long haul. 53% of internet users play online games. They are likely to below 20 years old, and are males. TV is still far ahead (with 92% watching in the previous week), but on the decline. Radio is climbing, as is DVD/ VCD viewing. Cinema is dropping, as are both newspaper and magazine figures. Internet is slow but steady: now up to 28%, from 21% and then 23% in 2007. 8% of that growth happened over the last 9 months of 2008, which some observers attribute to the social networking boom. In terms of audience targeting: internet and broadsheet are tied for upper class reach, diving steadily as you go down the ladder.

Get higher up the food chain. “It’s hard to find good digital talent for agencies. And they won’t stick around if they don’t believe

may-june '09

How can agencies improve? Hire a digital lead, empower them not only to hire people but to integrate them into the whole agency business. A good idea can come from anywhere. Lose the ‘ATL/BTL/ online’ silos, because I guarantee consumers don’t think that way.

The execution is the small money; the big money is being able to bring your client an idea that's right for them. ... Agencies need to create scalable models for doing business. Agencies need to stop reinventing the wheel every time there’s a pitch. That’s where Yahoo can come in. We can give them a platform & they can focus on and get paid for the idea, rather than just making the execution. The execution is the small money; the big money is being able to bring your client an idea that’s right for them. Yahoo provides platforms for advertisers to do that.

to clients than to other agencies. If you’re young and smart, wouldn’t you rather go to Google or Microsoft than an ad agency?

‘Agencies need to stop reinventing the wheel with every pitch.’

Ken Mandel has spent almost 15 years with agencies. A former head of pioneering digital agency XM in Asia, he also helped build neoOgilvy into a regional digital leader before joining Yahoo last year. This background has given him some interesting perspectives on doing business, as agencies cope with the changing power structure brought by digital:

norms they develop now will affect the market for decades. While only general toplines were released to media, the study covers such detail as “What is your front page?” “What music service do you use?” “Do you ever send online SMS?” Interested advertisers, marketers and agencies should contact either Yahoo Philippines or Nielsen for a more focused presentation.

the Agency is true to their digital ambition. Talk is cheap, and you will stay only as long as you believe you can evolve. When I was at O&M and XM I lost more people

Agencies are also less and less able to influence the ‘C’ level. They tend to be relegated to the marketing director, [when] years ago, agencies were the CEO’s confidant. Agencies need to play to their strengths; they often give away the ideas for free just to win the execution work. They need to get higher up the food chain to be seen as valuable. But they are valuable: innovation, ideas, competitive reviews. Agencies are well aware of the challenges of digital. You have to walk the talk, but at least they’re

…Ultimately, agencies’ value is knowing the clients’ business best. Understand your client and what they need. Be open; don’t try to box the relationship for yourself; don’t be afraid to bring in partners, professionals who know things that you don’t. Show your client that you’re adding value by knowing who to bring in. Agencies need to evolve, to create scalable models for doing business, and Yahoo’s platforms can help with that.

In Yahoo’s future: not just more connections, but better ones. As told by Yahoo regional head Ken Mandel in a press round table

Ad Alike

OPEN: “Why should I try to tear someone away from their GMail if they use it every day? Fine, as long as they use it [from] Yahoo.” Developers are being encouraged to create new applications for Yahoo through easy, transparent means. For the networked house, Samsung and other flat-screen HDTVs now come with Yahoo Widget Engine pre-installed.

SOCIAL: “In 2009 social networking generated $2.5 billion in advertising. I don’t think consumers need yet another destination. Facebook has 276 million people actually using it in a single month, but [Yahoo] has 578 million (per Comscore). We want to aggregate the networks into one starting point.” The company is reworking its basic code to integrate Gmail, Facebook and other applications, for a smarter inbox. Messages from your top connections might surface first, or the newest, or those connected to Flickr, etc.

Dentiste tvc JEH UNITED, 2005

Colgate tvc Y&R Philippines, 2008

In offline [advertising], branding is one thing and tactical another. Online, it all combines: I can watch a video, find out more and sign up all in one go. Mandel says that the recession has affected the Web, but much less than traditional media. “We are still benefiting from that tiny 1% becoming 2%, as advertisers realize that 30% of their market is online.” In the Philippines, the median age of Yahoo users is 23 years old; 48% have been on the network for 5 years or more. There are now 82 million users in Southeast Asia; Yahoo projects that by 2012 Indonesia, the Philippines and Vietnam will make up 90% of Southeast Asian internet users. And Yahoo will be there to take advantage of it.

We Print Magazines, Catalogues, Books Newspapers, Calendars, Brochures, Posters, Annual Reports & POP Materials Sales Office: Garden Level, Corinthian Plaza, Paseo de Roxas, Makati City Telephone Nos: 8640058 • 8640052 • 7506135 • 8640053 Telefax: 8113383 • 7506136 website: www.printtown.ph may-june '09

Exclusive Profile Guy Smiley grows up

ave Ferrer is frustratingly normal. Think internationallylauded creative, and you imagine an outsize personality, a quotable jokester with a colorful personal life. Ferrer’s known as Guy Smiley, prefers TV that isn’t about advertising and is visibly uncomfortable talking about himself. (We don’t even get to see his office.) His college org was the preppy business group AIESEC. Can this really be the ad genius? Actually, yes. A rare art director who wins top awards in the so-called ‘writers’ medium’ of radio, Ferrer will judge radio at Cannes in June; it will be his third jury stint this year. He was also co-creator of the Greenpeace poster that ended a 30-year international award drought at JWT Manila, where he is Chief Creative Officer. Not bad for a second-choice job. Born to a family of engineers, Ferrer enrolled for Architecture, but switched schools and majors at the last minute, intending to transfer after two years. But the math was too easy, and ideas just too much fun. His thesis was judged best of the year by the elite panel — “A Fine Arts student who doesn’t know how to draw has to have good ideas,” panelist Jimmy Santiago said later. Panelist Butch Uy invited him to start at Jimenez in May — “Why finish school?” the late, muchadmired CD reportedly said – but Ferrer joined Saatchi instead because they were willing to wait a few months. Today it’s not unusual that an art director can’t draw. But this was the early '90s, when the office’s one Mac was jealously guarded and comps were routinely hand-drawn. To appreciate how unusual that was, imagine hiring an art director today who barely knows Photoshop. It was just one of many times that the sliding doors of timing would open in Ferrer’s favor. Saatchi was Ferrer’s 8-year baptism of fire. His first boss was the newly promoted, 27-year-old Melvin Mangada, his partner the very pregnant Merlee Jayme. The hothouse was competitive yet career-building, and Dave’s account reads like a high-school yearbook of today’s current creative leaders: besides Melvin, Merlee and then-Saatchi head Jimmy Santiago, his fellow juniors included James Bernardo, Jake Tesoro, Eugene Demata, Randy Tiempo, Joey Campillo and his constant sparring partner, Tanke Tankeko. (“It was like Home Along da Riles,” laughs Ferrer, referring

to a hit sitcom about a happy but chaotic Filipino family.) All are well-known now— but then they were Saatchi’s young, hungry pitch crew, led by the charismatic but demanding Melvin. (Sample exchange, according to Dave: “Will there be any, um, training on how to do good art direction?” Melvin: “You just do it.”) What made Saatchi such fertile soil? “From my view – somewhere way down there— it was just a good bunch of people. Robert Labayen, Mario Monteagudo, Lilit Trinidad were great mentors and highly opinionated. We were fresh out of school, struggling to stay above water… I made a lot of mistakes.” The team created several groundbreaking ads: the local launch of Oil of Olay, Glorietta 4 and its spire, 6750 (where he would later work), and the “Waters of March” TVC. Mistakes or not, Ferrer himself is credited on three of Saatchi’s Ads of the Year. Leaving home for BBDO By the late 1990s, Saatchi comfortably dominated local awards, but rarely joined foreign shows. Meanwhile, David Guerrero had arrived from Hong Kong to run Ogilvy, and called up the kid whose name was on all those Saatchi ads. Ferrer was dazzled, but with a young family money was a consideration. So the young AD regretfully declined – only to get another call shortly after, when Guerrero and Ogilvy colleague Jos Ortega left to put up their own shop. Invited to meet David for coffee, Dave showed up with his book – only to realize too late, “Wait — what if this really is just coffee?!” It was indeed an interview; again the dance went on 6-7 months, again because of the money. At the same time his old home Saatchi was revamping and flattening, amid internal power shifts — but Ferrer was ready to go. Hired in 1999 as an ACD for Art on FedEx, he was partnered with Dino Ocampo, and later Ompong Remigio, who needed three ADs to keep up with her. He helped win the country’s first Silver Lion for Film (for UNICEF Bunso), and did lots of regional work for FedEx.

Q: In all this time, with all this pressure, did you ever think of changing careers? A: I still do.

JWT HITS THE SPOT

Our 1st

GOLD LION

Ado Win

THE PHILIPPINES BAGS 4 LIONS & MORE IN CANNES

O&M the

C2 Wid

D&A

Noe Cre

Cre of lo Dav BBD

Boo by L and

PRO Dav Jun

TH CA 20

www

The global work was the fulfillment of an ambition that had germinated years ago, with visits to Saatchi by the then 28-year-old David Droga and Ted Royer, that made Ferrer want to reach a higher league. He still has Droga’s faxes convincing him to join Saatchi Vietnam. (Had he taken that offer, Ferrer would have seen Droga leave Saatchi six months after, leaving him stuck in pre-Vuitton Saigon with some Brit named Matt Seddon.) Which brings us to…JWT “It was also the right time. There were others being considered, I heard but never confirmed that they were talking to Raul Castro.” Brought in by the region, Matt Seddon wooed Ferrer with the radical change embodied by Craig Davis. “He showed me the book, and I got convinced. I didn’t know anyone, I just jumped in.” It was very deep water. By 2005, Thompson had gone from storied to sclerotic, with about 30 people in the creative department alone. “There was a lot of resistance — to Matt, to me, to Brandie and Tin [Tan and Sanchez respectively, a young team who followed Ferrer from BBDO]… Everybody warned me that the politics were thicker than mud; Sue Dimacali told me the first signs of success would be in three years. That first week I forced myself to be optimistic. It felt so backward, the way people worked, the processes — it was depressing. Fortunately there are plenty of spas near Enterprise; maybe subconsciously that’s how we came up with Lotus Spa!”

But things turned faster than he expected. After just nine months – “like giving birth” – the Greenpeace poster won the JWT’s Tin Sanchez, country’s Dave first-ever Gold. Ferrer ADFEST and Brandie Tan The team had not expected the win – nor did they expect the huge welcome sign with their faces plastered on it that greeted them at their return. The naysayers were silenced: JWT Manila was back. The next year, 2007, they were the top performing office in the whole network. Ferrer recalls opening a congratulatory e-mail from Craig Davis (“copy-furnished the entire world”) calling Manila ‘the giant killer,’ for outperforming London, Brazil and other star offices. “Our first thought was, ‘Yay!’ Our next thought was, ‘Wait — what does that say about the network?!’ We’re totally offtiming; our great year was a bad one for the network, last year was great for the network (Lead India, etc.) and a bad one for us. At least winning in 2007 got us noticed.” But change was coming yet again. Matt Seddon was leaving the agency for a new fix-it job — of all places, Ferrer’s old agency Saatchi. “What did I think? ‘Bastard!’ Seriously, I was actually considering a job at Ogilvy. Gavin (Simpson) had just left, Randy (Aquino, Ogilvy’s Country Head) had just joined. Matt and Jos convinced me to stay – then 4 months after, Matt calls me into this same room. ‘Die-vid, I have something to say.’ And I thought, ‘Oh shit.’ may-june '09

4. He is one of the rare creative directors with a very good eye for art direction. Just please don’t make him draw women. 5. He’s a good soulmate. He actually understands how women talk and unlike most men I know, he gives very good advice. Melvin Mangada on Dave 1. He was always very curious. He wanted to learn and absorb things: strategy, conceptualization vs. visualization, everything. 2. He’s always been the quiet type; he may seem like a snob, but he’s just like that. He can also be very intense sometimes. 3. His first board involved a housewife, who he drew as wearing a duster and slippersbut looking like a female version of him! But drawing aside, he always had a strong sense of aesthetics. He’s also quite eloquent. 4. When I found out he was taking the JWT job, I texted him right away. I was so emotional. Dino Ocampo on Dave Manny (del Rosario) and I were the flakers, skipping off to watch movies in the afternoon while Dave was reliable as a Swiss clock. Manny had sign language for that – whipping himself like those self-flagellators at Holy Week. [Dave seemed] so controlled, like he could snap at any moment. But he never did. His entries tend to have fantastic looking proofs. Lovely paper stock and all. He also writes a lot of notes, jots a lot of things down. Dave’s also the only partner whose personal life overlapped with mine. I met his wife, went to his kid’s birthdays, stuff like that. Before Dave, I usually didn’t let work and “real life” overlap, and I still rarely do. The guy likes to turn these partnerships into friendships, but in a subtle, not corny way.

Dave's Adfest collage

The very reserved Ferrer does have a life outside work. He is married to his college girlfriend Reese, an interior designer and painter who often accompanies him to awards shows. They have two boys, the oldest an unbelievable 14 years old. In an echo of his original career goal, he enjoys collecting small pieces by Karim Rashid, Marc Newson and other design names. Recently he presented wife Reese with the engagement ring he couldn’t afford 15 years ago: a piece from a limited-edition line for Tiffany, designed by star architect Frank Gehry. While he would be loathe to discuss it, the present is very Ferrer: striking yet discreet. Anyone can see that it’s special, but only a few will recognize just how special it is. Today, Dave still considers himself ‘several notches below” his mentors Mangada and Guerrero. He looks up to them with respect, and thinks maybe they still think of him as ‘that kid.’ But ‘that kid’ is a mentor now as well, one that young creatives change agencies to work with.

may-june '09

At the Creative Guild awards in March, he literally handed the title of “youngest Hall of Famer” to someone he had trained in BBDO: Joel Limchoc. (For his part, Limchoc simply calls Ferrer “the best art director in the country.”) His kids at JWT describe him as very fair, frank yet very supportive, preferring to turn quiet rather than blow his top. Mellowing, perhaps? So where does he want to go, creatively? Having just judged Print & Craft at ADFEST, Ferrer speaks admiringly of ideas that aren’t even ads, such as Japan’s Grand Innova Lotus winner ‘Road Safety Melody.’ He also looks forward to collaborating with talent outside the agency scene, for work that blurs lines and ‘turns out less addy.’ Suddenly we’re done, and Dave has to return to his pitch, and to his 14 creatives cramming for Cannes. He may not have made it to architecture school – but after apprenticing at Saatchi and maturing at BBDO Guerrero, Dave Ferrer is now principal architect of JWT Manila’s creative rebirth.

Dave doesn’t talk about himself much, so we asked some other people instead TOP 5 ON DAVE, from Merlee Jayme 1. He can be quiet at times —but definitely not shy. He once wore a skintight “Danny Terio” getup for a P&G presentation. 2. Don’t make him angry. You wouldn’t like him when he’s angry. He broke a chair at the Pen and another one in a bar along Jupiter. 3. Before collecting awards, he used to collect the absurd: chicken “wishbones” that he would paint.

Jos Ortega on Dave Dave was responsible for at least 70% of my decision to join JWT. What began as a half-joke over drinks led to a serious conversation. If I was going back into the industry, it was imperative that I have a creative partner who I respected, and with whom I shared the same values. People generally have an impression that if you’re creative and win awards, you’re not as strategic. Not Dave. Our recent work on Berocca demonstrates his commitment to brilliant creative that addresses business issues. And yes, [it] will most probably pick up some creative and effectiveness awards along the way. Dave is a creative genius, without the attitude. And yes, he is as normal as he seems — such a gentleman.

Philippines Creative New Business Scoreboard

March 2009 RANK THIS MONTH

RANK LAST MONTH

AGENCY

RECENT WINS

ESTIMATED Y TD WIN REVENUE (US$M)

RECENT LOSSES

ESTIMATED OVERALL Y TD REVENUE (US$M)

Euro RSCG

Motolite, Chevron Geothermal, Level Up, Energizer

1.0

DDB

Reebok (Asia Pacific), Belo Essentials, DOTC, Philam Plans, National Bookstore

1.0

Y&R

AB Foods (Ovaltine), ZONG, Maynilad

0.6

Leo Burnett

Philippine Airlines Global

0.4

Publicis

Growee

0.3

Grey Group

Wyeth - Progresse Pre-School Gold, GSK - Flu & Hepatitis Awareness Campaigns, Unicef

0.2

BBDO

1.0

PEPSI (Gatorade/Propel/Sting)

0.9

Krispy Kreme, PhilWeb, Panasonic (Asia Pacific)

0.3

Sprite (Asia Pacific)

0.1

Philam Plans

0.2

BBH

JWT

0.0

TBWA

0.0

Saatchi & Saatchi

0.0

DraftFCB

0.0

Wieden & Kennedy

0.0

M&C Saatchi

0.0

Bates

0.0

McCann WorldGroup

Directories Philippines, Maggi Magic Sarap - Activation

0.1

Belo Essentials

(0.0)

Ogilvy

0.2

Sprite (Asia Pacific)

(0.2)

Lowe

Nike Football (South East Asia), AMEX, Levis

0.0

AB Foods (Ovaltine)

(0.3)

CREATIVE AGENCIES Euro RSCG remains on top of the table with Motolite win and others. DDB moved to 2nd on the back of Asia Reebok win and other local wins. Y&R and Leo Burnett make up the rest of the top four. NOTE from R3: We incorrectly reported Alaska Milk and Fit n Right moving to DDB and DM9 last month. That has been corrected this month. We apologize for this. In connection with the above, here is an excerpt from a letter adobo received: This report caused a big stir in our Company and among our Ad Agency partners who have been loyal to us through the years. While we acknowledge that we had worked on a PR project with Ad Verbum last December 2008, this transaction consisted of a series of press releases and a press conference for one of our licensed brands with the DDB affiliate. We received several text messages, calls and feeders inquiring whether it was true that we were no longer happy with our agencies. In truth and in fact, AMC has no reason to move our creative and media business requirements to DDB. [Our agencies remain] TBWA\SMP [and] LOWE/Spank with whom we continue to enjoy a fruitful and highly productive partnership. -- Blen Fernando, Vice President for Marketing, Alaska Milk Corporation METHODOLOGY The R3 New Business League has been compiled each of the last 79 months using data supplied by 26 multinational agencies on a monthly basis to R3. In addition, this data supplied is balanced against Client Estimates, Nielsen ADEX, discounted to appropriate levels and then converted to a revenue estimate. R3 strives to be accurate in all reporting, but welcomes comments and questions. Please write to greg@rthree.com or visit www.rthree.com for more information or to download a soft copy. R3 is the leading independent consultancy focused on tracking of agency performance, and marketing ROI for clients across the region.

may-june '09

regionalnewsbriefs

Batey CEO Alan Fairnington

Burnett Sri Lanka tops Chillies

Leo Burnett Solutions Inc. (LBSI), the Sri Lanka office of Leo Burnett Worldwide, topped the points table again at this year’s Chillies, the annual Sri Lanka Advertising Awards. The 10year old agency won the highest number of awards to be named Agency of the Year.

Greenfields Milk appoints Curiosity for integrated marketing

Japfa Food Distributors, owner of Greenfields Milk brand, appointed Group Eight’s Curiosity to handle integrated marketing communications in activation of its new brand identity. Advertisements and road shows will run around fourth quarter of the year in both Singapore and Hong Kong. According to Nicky Seet, account director for Curiosity, “The campaign is not just about generating brand awareness, but also generating a sense of curiosity about the brand, what it has to offer and inducing call to action to try it out.”

Downturn hits China's digital growth

China’s Rmb 3 billion ( US $440 million) online advertising revenues in Q1 2009 gained 6% compared to same period of 2008, but were lower than those of 2008’s last quarter, as reported by the Data Center of the Chinese Internet. The agency’s findings showed a decline in growth between Q4 2008 and first three months of 2009 due to recession and budget cuts of advertisers. Poll results showed, blocking advertisements and insufficient guidelines for online advertising were among the culprits of the sluggish digital growth.

Batey joins Grey Group Singapore In April, the Grey Group announced a strategic alignment with WPP sister company, Batey. While continuing to run independently, Batey will now be a part of Grey Group and will be housed within Grey Group Singapore, alongside Grey (brand advertising), G2 (activation marketing) and Grey Healthcare. Later that month, former ECD Andrew Hook resigned, and was replaced by long-term Grey creative director Koh Hwee Peng. Owned by WPP and previously part of JWT, Batey is a homegrown Singapore agency and one of the most awarded in Asian advertising history. Founded in 1972, the

agency is best known for its iconic creation, the Singapore Girl. Current top clients include Qatar Airways’ global business, Mitsubishi Motors and METRO Department Store. These and other clients will benefit from access to Grey's resources, global

network and specialist arms such as G2. Meanwhile Grey Group gets to increase its Singapore presence and strengthen its total communications offering. “In today’s competitive environment, it is critical that a creative agency has a breadth of resource which meets the needs of a changing marketplace”, said Batey CEO Alan Fairnington. “Being part of the Grey Group gives Batey direct access to these resources and enhances our brand building capabilities.”

SingTel launches new web portal

SingTel has launched a local lifestyle web portal called inSing.com under its new subsidiary SingTel Digital Media (STDM). The site iwill feature a search engine, email, mobile accessibility, event listings and user-generated content. For content, inSing.com has partnered with providers such as Reuters, AP, HungryGoWhere and the Esplanade arts centre. Admax is the site’s exclusive reseller. Volkswagen and Sony Pictures signed up as launch advertisers. According to SingTel Singapore CEO Allen Le, this new web platform is a way for the company to tap into local digital advertising. The digital brief was assigned to The Secret Little Agency and ZenithOptimedia, while Fulford handles the PR duties. SingTel’s incumbent media agency is MEC.

may-june '09

Asia-Pacific OOH Convention set for November 5-6 in Macau

From this May’s OAAP convention, Asia’s outdoor community can mark its calendars for the biggest gathering in years: the Asia Pacific OOH Media Convention 2009, set November 5-6 in Macau. Billed as the new Vegas, Macau is the perfect setting for a conference dedicated to the medium that is larger than life — in imagination, scope and possibility as well as size. The Conference is expected to be supported by at least 15 trade organizations around the region, with speakers invited from London, New York, Zurich, Singa-

pore, India, Hong Kong, China and Australia. With Out of Home (OOH) changing at the speed of technology, and Asia a center for both production and innovation, the conference will bring together figures in the global advertising community, brands and agencies (creative, media and specialists), media operators, suppliers, researchers and educators. A website is currently being developed. For now, interested participants should contact Mr. Thomas Ang, the convention's Head of Liaison and Operation, via thomas@ec-ad.com.

Singapore 16-18 September www.spikes.asia

Rodney Fitch Named as Spikes Asia’s First Design Jury President

The newly-launched Spikes Asia Festival will feature a design category to honour creative and innovative use of design as a lever to influence consumers, and its use as an aid to the communication of brand and product messages. Rodney Fitch CBE, Chairman and CEO of Fitch Worldwide, has been unveiled as the chairman of the inaugural Design Jury. “Design is at the very heart of all creative work; from ads to film, from digital to shops, design is the glue that holds the creative industries together,” Rodney explained. “Asian designers have a growing worldwide reputation for great work, so I'm naturally delighted that their efforts will be showcased at Spikes and honoured to be inaugural president.” Rodney founded the Fitch agency in 1972 and now has 19 studios in 12 countries around the globe. His work embraces brand development, packaging design and corporate branding and specialises in delivering “consumer experience” in the retail environment. Clients worldwide include Amazon, Bentley Motors, BP, Dunlop, DHL, Hewlett-Packard, IKEA, L’Orèal, Lego, Marks & Spencer, Nokia, Microsoft, P&G, Starbucks, Toys ‘R’ Us and Unilever. In a distinguished design career that has spanned nearly 40 years, Rodney has served as a member of the Design Council and as a past president of the Chartered Society of Designers,

D&AD and Cannes Lions. In 2005 he was inducted into the Legion of Honour and Hall of Fame of the American Institute of Store Planners - the most prestigious award in retail design for an individual. He was awarded a CBE in 1990 for services to the British design industry. Rodney has also been actively involved in the development of design education and is currently a senior governor of the University of the Arts, London, - the largest collegiate institution of its kind in Europe. He also supervises an MA course in Retail Design at the Hoegeschool Academy in Rotterdam, Holland. Terry Savage, Chairman of Cannes Lions, who with Haymarket are joint organisers of Spikes Asia, commented: “Highly respected by his peers and a source of great knowledge, we are privileged to have Rodney chair the first Design Lions jury – a truly great start for this new category.” The new design competition will reward creativity, originality, execution and consumer engagement. The first ever Design Spike will be awarded in Singapore on 18 September.

New Spikes: New Opportunities

This year, Spikes Asia takes on a stimulating new format, focusing on learning and creativity from across the region, with a powerful line-up of speakers presented by the team behind Cannes Lions, in partnership with Haymarket. Delegate Registration is now open and the programme at the three-day Spikes Asia Festival will equip you for survival in tough times.

• • • • •

Share the ideas of the industry’s most successful players. Make valuable new business contacts. Network with peers from around the region. Be inspired by exhibitions of Asia’s most creative work. Attend evening events, including a Hawker Market, Networking After Dark, and the Spikes Asia Awards Show and After Party.

There's never been a more crucial time to invest in your future.

SPIKES Asia open for registration

Those unable to make it to Cannes will want to train their sights instead on Spikes Asia, the inaugural Asian ad festival by the same organizers.

Launched in partnership with MEDIA publishers Haymarket, the festival is set for September 16-18 in Singapore. With David Droga as President (heading the TV/Cinema, Print, Outdoor, Radio and Integrated jury) and Rodney Fitch heading the Design jury, SPIKES will bring the familiar Cannes combination of creative star power, awards, speakers and networking a bit closer to home. Delegate registration is SGD1,150; Young Spikes (for creatives born after 18 September 1980) is at SGD650; and Student Spikes (for full-time students of Advertising, Marketing, Communications & Design) at SGD 300.

Fred Koblinger heads Digital, Direct & Promo jury Spikes Asia has appointed Fred Koblinger, CEO of PKP Proximity and BBDO Holding Austria, as head of the Digital, Direct and Promo jury. Koblinger has served as Direct Jury President for Cannes Lions in 2005, Eurobest in 2007 and Dubai Lynx in 2007. Koblinger's career is truly inclined to Direct Marketing. He started as Managing Director of Interhome Austria in 1982, after which he started up Ogilvy & Mather Direct. He founded Palla, Koblinger & Partner in 1991; it has remained Austria's number one relationship marketing agency, strongly focused on creativity. It received numerous recognitions from National DM Awards, Echo Awards, and Cannes. When he sold PKP to BBDO in 2000, Koblinger then co-founded the Proximity network. The agency changed its name to PKP Proximity. Today, he is a member of the Proximity WW Board, and has became CEO of BBDO Holding Austria.

After joining the International Advertising Festival seven years ago, Myriam quickly rose to become head of the company’s delegate department. In this role, she led delegate regAppointed Spikes Asia istration and hotel reservation - both in the Festival Director office and onsite - during the Cannes Lions, Eurobest and Dubai Lynx Festivals. Myriam Coupard, the former Head of Delegates for Festival CEO Philip Thomas commentCannes Lions, Eurobest and Dubai Lynx, has been ed on the appointment, saying, “Myriam has not appointed as the Spikes Asia Festival Director. only been instrumental in driving new systems for Having recently relocated to Singapore, the business, managing a large team and negotiatMyriam says of her new task, “I’m greatly excited ing with suppliers, but has also come to understand about taking up this challenging role. Asia is a the complex workings of running a Festival. Her hugely inspirational hot-bed of creativity so it knowledge of our events will be instrumental in will be an honour to organise a great event for developing the Spikes Asia Festival into a top brand the region.” and premium event.”

Myriam Coupard

may-june '09

May the right brain win. I first heard about Goa a couple of years back, from a few Indian colleagues I met at a regional JWT conference. They were bragging about Goa beach and how it’s such a great party place. Being a true Pinoy explorer, I had to brag about Boracay. Luckily, during this year’s Kidlat awards on that same beach my agency managed to bag a few metals, so I got invited by our network (BATES 141) to a creative review in Goa -- just in time for the Goafest. So two weeks after basking in the Boracay sun, I was off to India. With no clue but internet photos, stories from JimBasic friends, and Slumdog Millionaire, I endured a 24-hour flight and 9 hours at Bombay airport to reach the best beach in the Indian Ocean. Finally, the plane landed in a small international airport and there I was. The outside signs were all funny; one guy waited with a sign for “Ms. Monkey”. When I finally met our regional guys, we cracked up about my trip. There I was honored to finally meet our Regional Creative Head Sonal Dabral, Russel and Sipi from the Bombay office. (Driving around India, especially in the provinces, is no different than driving around Laguna. We Filipinos have much in common with the Indians, probably more than most of us expect.) Yes, Goa is amazing. The sand is pinkish white, as fine as in Boracay. Sometimes it felt so powdery that you’d be tempted to bag it and sell it per gram. It’s vast; you walk 400-500 meters before your feet even start to get wet. It stretched for miles and the landscape was just breathtaking. Even for a true-blooded beach bum, Goa is a definite must-see. The water was not as blue as that of Boracay or Bohol though, with a sharp slope that gets deep fast (but who am I to complain). Submerged in this foreign body of water, I felt the ocean’s energy recharge me from my 24-hour journey. Then and there I realized one important thing: there is nothing like the natural high from an overwhelming feeling. Around 5pm, I started getting ready. I put on my jeans, shoes and socks, expecting Goafest to be like ADFEST. From the conference area on, I was wrong. But this is how creative award shows like Kidlat should be. Imagine entering a world designed for and by creatives: stage by the beach, people sitting in the sand, drinks flowing everywhere. As I entered, I felt the sand get into

may-june '09

my shoes and socks, and it just didn’t feel right. I had to buy shorts and sandals right there. Exactly contrary to my expectations, Goafest was about letting loose, killing the left brain and just absorbing the experience. Rather than an AdCongress, it felt more like an advertising Woodstock. As we see from their movies, Indians love to dance; theirs may be the only culture where men are unashamed to shake their butts more than women. Dancing started at noon, and there was a stage where water flowed out of shower heads like rain...it would have been the perfect moment for MTV’s “The Grind.” There I was, one of two Chinese among 3000 Indians (the other one was my network chairman, Jeffrey Yu!), telling everyone that I’m the first Pinoy ever to set foot in Goafest. Then in a party this Indian girl approached me. It was Bhavna, a Filipina Indian who once worked in Manila but who’s been working in India for a year now. She was like, “You’re not the first Pinoy here – I AM!” I guess being Pinoy isn’t the color of our skin -- it’s the energy inside that makes you shout hoooy!!! in a crowd. Though we’d only met a couple of times when we were both in TBWA Manila, she pulled me to her friends and taught me to dance like them. She was proud to say that she was Pinoy and that there was another one in the crowd. They played ‘Bebot’ by the Black Eyed Peas three times that night. Only Bhavna and I understood it, but everyone was dancing like there was no tomorrow.

As I sat in the airport waiting to board, I had more than enough time to recall what I experienced in Goa. Kicking inside, I could only wonder “Wow…what the f@#k was that!” Of course it wasn’t all partying. Sir John Hegarty of BBH spoke on 10 reasons why we should be in advertising. I guess it was a good way to inspire young creatives in a time of recession. According to him, now is a great time to be in advertising, because we can invent stuff. We actually take part in the creation of things, new products and innovations; our range of influence now goes beyond our old ideas of advertising. In his talk, I picked up an important detail—we should think with our right brain, and act

with our left. Exactly the theme of Goafest: Let the Right Brain Win. Now, whenever I read adobo and find more and more Pinoys joining BBH, a feeling of pride seeps in (lucky bastards!). All around this ad wonderland by the beach, exhibit areas showcased creativity per category. I was overwhelmed by every manifestation of creativity I saw. It was like being a kid in a candy store, or a guy in a club where there are more hot chicks than guys.

They dig deep within their own yards for ideas and executions, and this is exactly what brings them worldclass recognition. Their work reflects so much of their culture and who they are.

Gold, Integrated category The Times of India “A Day in the Life of Chennai”, JWT Mumbai

Gold, Print & Out of Home category: Cupid Condoms Campaign ("Savings") Publicis Communications India

They showcased the finalists, and (man!) the level of crafting for Print and Film in India is awesome! It’s a big country, so rich in culture and people. Indians are brilliant and passionate. It shows in their ads. The Goafest appeared to be a purely Indian showcase of creative talent—no foreign judges. This made me think. After seeing them dance, watching them drink all day, and listening to their stories, I realized why: they keep it pure, and this is what makes them great. They dig deep within their own yards for ideas and executions, and this is exactly what brings them world-class recognition. Their work reflects so much of their culture and who they are. It will be years before Indians start inviting foreign judges to Goa, only for this reason, which I totally respect. It was a great show, much like AdCongress in Cebu years ago. They were generous with metals— everyone felt good. As a foreigner, I appreciated that they kept it very local and, at the same time, globally appealing. What about the advertising? It was intense. It played with your senses, everything set a notch higher. The visuals were crisp and colorful. The sound was amazing. It is clearly an era of the “slumdog.” Greatness springs from all walks of life; each with a unique experience and view of the world. This is what makes Indian advertising stand out. Not everyone has seen India and felt the intensity there. So as the world watches this rich mash-up of culture, history and people, you hold on to your seat and get taken in by the experience. Another 24 hours going back to Manila… As I sat in the airport waiting to board, I had more than enough time to recall what I experienced in Goa. Kicking inside, I could only wonder “Wow…what the f@#k was that!” Truly, it was beyond my expectations. Being the only, if not the first ever Pinoy at Goafest made me truly grateful for the experience. When you go to a place with a lot in common with where you’re from, you can’t help but compare. In India, the right brain wins…I wish I could say the same about where I’m from.

JOEY ONG is Executive Creative Director at Bates141 Manila.

Gold, Print Category: Bajaj Exhaust Fans “Toilet" Leo Burnett Goafest's glitz did not spare it from the staple allegations of scam. Results were said to have been leaked before awards night; an angry Piyush Pandey (executive chairman and national creative director of Ogilv y & Mather India) complained about the announcement of awards that placed undue emphasis on Grand Prix, while minimizing the significance of number of medals. adoi magazine quotes Pandey: “I was upset not for what was awarded, but for the order in which it was given. If there was only one Grand Prix, it should have been awarded in the end of that category. Do not steal thunder from other works.” With this reaction from a highly regarded adman in India, it is now a question whether the highlight of the awards is the Grand Prix or the number of metals won. Prasoon Joshi, executive chairman and regional ECD for Asia Pacific of McCann Erickson Mumbai, said that majority ruled that the Grand Prix is always bigger than the summary of the metals. Colvyn Harris, Goafest Chairman and CEO of JWT India (which happens to be the agency that won the Grand Prix), clarified that the announcement of the only Grand Prix towards the end of the ceremony, was not meant to be a defining moment that night. “If there were more Grand Prix, they would also be given in the end. Piyush has a concern and we would put it on the table and look into it,” said Harris. may-june '09

regionalnewsbriefs Free meal from Coke and McDo in Singapore

Timed to its 123rd birthday in Singapore, Coca-Cola teamed up with McDonald’s to treat selected low-income families. For these families who are hard hit by the financial crunch, a meal at Mcdonald’s has become a luxury. S. Iswaran, senior minister of state, Ministry of Trade & Industry and Ministry of Education, said that this initiative is heart-warming. “There's no better moment to be giving back than in a downturn," said S.Iswaran. Also as part of the anniversary, consumers were offered limited-edition Coca-Cola glasses with every McDonald's meal purchase.

Time, Fortune sales teams merge

Hong Kong – Ang Khoon Fong’s promotion as associate publishing director for Asia has led to the merging of the sales departments of Time and Fortune magazines. This move joins the sales management and sales development teams of the two magazines. In a statement, Andrew Butcher, publishing director of Time and Fortune Asia-Pacific, said that the promotion was a recognition of Ang’s “instrumental” role in developing revenues as regional advertising director for Fortune.

From saving power to saving paper

It is commonplce in agency networks to have e-mail signoffs reminding us not to print unnecessarily. Ad agency BBH Asia-Pacific has gone one better, with a downloadable desktop application that uses sound & vision to remind you. Dreamed up by BBH Asia-Pacific Creative Director Peter Callaghan and Art Director Joseph Tay, who were inspired by the piles of uncollected paper in their own printer trays, “Papercut’ works behind the scenes to send out the sound of a buzzing chainsaw each time you hit CTRL-P. The application is freely downloadable for Mac and PC at papercut.com.sg.

Asian Travelers not cutting back on flights

An online study by CNN international revealed that Asian travelers are the most likely to avail premium flights at their preferred airline for their trips abroad. Covering more than 5,000 respondents worldwide and 1,493 in Asia Pacific, the study showed that 58% of participants from Asia-Pacific were willing to pay more to travel with an airline they liked. Of those, 61% were prepared to pay any amount for a trusted airline. And despite the current economy, Asian travelers are not cutting back on trips. In a statement, William Hsu of CNN International said the results of the study send ‘a strong message to tourism boards that smart destination branding is critical for country differentiation and return on investment’.

Bates141 goes online for change They say an agency’s only real wealth is its ideas. So why is Bates141 sharing so much of their wealth online? Visit changingasias. blogspot.com and find out. (Yes, "Asias".) Anchored on the proudly regional network’s positioning of “Changeology,” the blog’s posts include cultural musings and thought pieces from Bates offices around Asia. Recent topics include Asian economic numbers, the Tata Freddie Covington

Nano, Pinoy vocalist Arnel Pineda, and a 15-minute film created by Bates’ Cambodian office for a local orphanage. The blog gets about 1,000 views a day, indicating a small but dedicated readership. “The intellectual capital is the changepoint opportunities that we bring to clients, based on the trends we spot,” says Freddie Covington, Change Agent and Executive Planning Director at Bates141. Meaning it’s not just picking trends, but molding them into something valuable for your client. Adds Manila planner Dean Dee, “Now everyone in the agency goes to client armed to push for better work.” Covington joined Bates 2-1/2 years ago, after stints at Ogilvy and Y&R. She is Chief Judge of the 2009 Singapore Effies, and has won Effies for work on Nokia and Heineken.

Truth in Advertising

BORN AGAIN INTO TROUBLE Back in the days of the 17-percent agency commission and other excesses, media director Randy Harvey led the golden life of Mad Men’s Don Draper. Wise as a guru and charming as a goat, he had more admirers than minutes in a day. Randy was known to string along two to three female suits at once, who took turns seeking his private counsel. Those who believed in karma always thought Randy would get his comeuppance, but he was never caught with his pants down. Eventually, Randy grew tired of his rakish ways. Soon after he formed his own media agency, he remarried and found God. So after many years of living on the down-low, he must have been quite surprised to find himself in a major lawsuit. As it turned out, one of Randy’s associates had entered into some shady business deals and left the ex-media director holding the bag. News of his legal problem was rampant on the grapevine. Courtesy of enemies and lovers from his former life, the lawsuit was transformed into a warrant of arrest, which grew into a weekend in jail, without bail. As Randy denied rumor after rumor, he learned what Don Draper knew all along. You may be through with the past, but the past, it ain’t through with you.

Illustration by Jed-Angelo Q. Segovia may-june '09

MADE IN ASIA, loud and proud. That was this year’s ADFEST, once known as the Asia Pacific Advertising Festival. With a new tagline, new awards and a sharper focus on specifically Asian creativity, 2009 was a landmark year. The new tagline was just the first change at Pattaya this year. Also new were the Lotus Roots Award category and the ADFEST Academy: the former to uplift cultural values, and latter to reinforce ADFEST as the premiere learning forum. “ADFEST is the festival made in Asia, for Asian creatives, to celebrate the diversity of Asian creativity,” declared Vinit Surapongchai, ADFEST Working Committee Chairman. Culture, creativity and the Magnificent 7 These lofty plans, of course, collided straightaway with the reality of a downturn. But lower delegate numbers made for an intimate, leisurely gathering, with more time for side conversatios and spirited debate. One highlight this year was an amazing jury, dubbed the Magnificent 7. Visiting Asia were Sir John Hegarty of BBH London for TV and Radio, Mark Tutssel of Leo Burnett Worldwide Chicago for Press and Poster. Joining them for Film Craft, New Director and Fabulous Four was Prasoon Pandey-Director of Corcoise Films of Mumbai, and for Direct, Selina Ang- Executive Director OgilvyOne Worldwide Malaysia. For Outdoor, Suthisak Sucharittanonta- Chairman and Chief Creative Officer BBDO Bangkok. For Cyber, Koshi Uchiyama -Creative Director, GT Inc./(suit)men entertainment Tokyo, and for Design and Print Craft, Vince Frost-Creative Director and CEO, Frost*Design of Sydney. ADFEST’s enlightening list of speakers included Donald Gunn, who revealed the top agencies in the 2009 Asia Pacific Gunn Report; Nick Souter on building whole-brained agencies; plus a thoughtsparking panel discussion amongst Leo Burnett, JWT and Cheil Worldwide creatives and London’s Contagious magazine on Mass+Niche: The Art of Two-Track Branding. For the second time around, ADFEST also highlighted its support of The International Advertising CUP. First unveiled in 2007 in Valencia, Spain, The CUP is an awards festival that champions cultural diversity in a globalised world. Piyush Pandey, Executive Chairman and National Creative Director-Ogilvy & Mather Mumbai presented the CUP 2008 winners from Asia Pacific. Of The CUP, Pandey remarked

MADE IN ASIA

ADFEST 2009

“(It is) an important award show because it leads with the philosophy that local cultures and ideas are extremely important and therefore must be given due attention and acknowledgement.” Pandey was Jury President at the second CUP in Bled, Slovenia.

JWT takes the night; 6 named Best of Show Awards night was a glorious one, especially for JWT, which took home an award trifecta: Network the Year, Agency of the Year for JWT Shanghai and Young Lotus. In terms of countries, Japan, Malaysia and Thailand were all big winners, but China was the surprise of the night. You could definitely hear a dragon’s roar in the distance. Top honors went to the 6 Best of Show winners: Film (ADK Tokyo, for LaLa Girls Comic Magazine ‘LaLa Reports’ campaign), Radio (Leo Burnett Melbourne, for the Connex ‘Busy Man’ campaign), Outdoor (Ogilvy Beijing, for its New Citizen Program), Cyber Integrated (GT Inc. Tokyo, for Sagami Condoms “Love Distance”) and Design and Poster (both, Jeep “Two Worlds”, BBDO/Proximity Malaysia). No Best of Show was awarded in Press and Direct Marketing. ADFEST Academy Continuing its commitment to the younger generation, the festival launched the ‘ADFEST Academy’, a twoday intensive course for delegates below 30 years old. Tomaz Mok, Managing Director of McCann-Erickson Guangming Ltd./SGM Works in Shanghai, sat as Principal; Nick Souter was Resident Lecturer. “ADFEST Academy is such a meaningful educational program,” expressed Mok. “We’d love to run [it] again next year.” The Academy also hosted a Portfolio Review, with 30 young creatives showcasing their work to 15 jury members (including Manila’s Dave Ferrer), and in return receiving essential personal advice. “ADFEST Academy is a great way to talk to top-level creatives about how to improve our standard of work to make it more effective and creative,” said academy graduate Yunika Lam of Lumut Communications.

Gossip world Gossip may either do good or bad to businesses and brands, according to John Zeigler, President and CEO of DDB Asia Pacific, in his seminar ‘The Gossip Principle”. Good gossip may save you money; bad gossip can ruin a business or damage credibility. Social networking has now taken rumor to another level, connecting consumers and making personal opinion readily accessible to anyone on the Internet.

Gossip is considered to be the earliest forms of advertising. It is true that ‘word of mouth’ helps sell brands; as Ziegler pointed out, “Understanding the role of gossip will help us deliver what the industry demands of us. It will help us create great ideas worthy of being part of day-to-day conversations.”

JWT TAKES NETWORK OF THE YEAR James Walter Thompson was as American as they come. But as ADFEST 2009 proves, the network that bears his initials now has plenty of Asia in its DNA. With their second consecutive Network of the Year award, Agency of the Year for JWT Shanghai, and Young Lotus for JWT Columbo, ADFEST 2009 was JWT’s night. The network took home 7 Golds, 12 Silvers and 8 Bronzes, plus 3 Lotus Roots for Asian cultural content. Equally important, the excellence was spread across the agency and across catego-

ries – proof that it was not a fluke or a single campaign. So what sets the network apart? “I believe JWT’s commitment to Passion, our regional creative review, is critical in maintaining our creative excellence and developing young creative talent,” said SheungYan Lo, Chairman and ECD of Agency of the Year JWT China. It was the first time that a Chinese agency had ever won such an honor. True enough, the exhilaration was like rocket fuel for the next Passion Meeting,

held in Manila just weeks later. Speaking after the awards night, JWT President Michael Maedel said, “I am incredibly proud of our creative leadership team and staff for remaining dedicated to the work and continuing to elevate our creative standards year after year.” Unusually for the President of a large agency network, Maedel is based in Singapore – a decision he made to be closer to many of the network’s major clients. Looks like it’s paying off.

SHANSUI CAMPAIGN ("AUTOMOTIVE POLLUTION") 4 Gold Lotuses (3 Press, 1 Poster), 4 Silvers (3 Poster, 1 Press), 2 Lotus Roots, Press and Print Craft, 2 Bronze awards in Outdoor Advertiser of the Year, China Environmental Protection Foundation.

A DAY IN THE LIFE OF CHENNAI (NA AKA MUKKA) Gold Lotus Roots in Film Craft, 2 Silver Lotuses for Film and Music

may-june '09

ADFEST Awards Summary

Craft, Innova Lotus and Lotus Roots categories not included

AGENCY BEST GOLD SILVER BRONZE TOTAL AWARDS JWT 0 3 11 5 19 JWT SHANGHAI 0 1 5 3 9 JWT BANGKOK 0 1 2 1 4 JWT BEIJING 0 1 1 1 3 JWT INDIA 0 0 2 0 2 JWT JAKARTA 0 0 1 0 1 JWT has been named Network Agency of the Year and JWT Shanghai as Agency of the Year. Also, JWT Mumbai won 1 Lotus Roots and JWT Shanghai won 2 Lotus Roots

NOKIA "BRUCE LEE" VIRAL CAMPAIGN Gold Lotus Cyber (Single), Silver Lotus Cyber (Campaign) Bronze Film Craft, Bronze Internet Film

Special Awards JWT Network Agency of the Year Phenomena Bangkok Production Company of the Year Dentsu Inc., Tokyo Interactive Agency of the Year Clemenger BBDO Melbourne Direct Marketing Agency of the Year China Environment Protection Foundation Advertiser of the Year

Shan Sui The phrase means ‘mountain-water.’ The ad means major success. Along with the awe-inspiring print and posters, this campaign also had a TVC and ambient executions. It helped JWT Shanghai become Agency of the Year and leads the charge for China’s ADFEST dominance. A Day in the Life of Chennai (Naaka Mukka) A short film capturing life in the Cinema Capital of South India through the eyes of a giant cardboard cutout. It is narrated/sung like ancient folklore, yet was also extremely topical just a few months before National Elections. The TVC was also a pop-culture success, spawning a multitude of responses both onscreen and on the street. Bruce Lee viral campaign How to convince customers – even phone junkies — to buy yet another high-end phone? By ‘resurrecting’ a lost Chinese icon… maybe. From the product idea itself, to the cleverly-staged “resurrection” of Bruce Lee online, to packaging it with a collectible action figure, JWT Beijing generated worldwide demand for a China-only phone and sold out all available and on-order stock in 5 days.

BBDO BBDO/PROXIMITY CLEMENGER BBDO MELBOURNE BBDO BANGKOK BBDO GUERRERO BBDO SINGAPORE PTE LT

2 2 0 0 0 0

OGILVY & MATHER OGILVY BEIJING OGILVY & MATHER THAILAND OGILVY & MATHER ADVERTISING TAIWAN OGILVY & MATHER JAPAN KK OGILVY & MATHER MUMBAI OGILVY & MATHER WORLDWIDE BANGKOK

1 1 0 0 0 0 0

LEO BURNETT LEO BURNETT MELBOURNE LEO BURNETT INDIA LEO BURNETT & ARC THAILAND LEO BURNETT HONG KONG LEO BURNETT SYDNEY

5 1 2 1 1 0

5 0 2 1 0 2

3 0 1 1 1 0 0

6 2 2 1 0 1 0

8 1 4 1 0 1 1

18 4 7 3 1 2 1

1 1 0 0 0 0

10 2 6 1 1 0

7 0 4 2 0 1

19 4 10 3 1 1

GT INC TOKYO GT INC. TOKYO GT INC. & ASATSU-DK TOKYO

1 1 0

2 2 0

1 0 1

5 4 1

ADK TOKYO ADK also won 1 Lotus Root

SA ATCHI & SA ATCHI M&C SA ATCHI/MARK SYDNEY SA ATCHI & SA ATCHI PETALING JAYA SA ATCHI & SA ATCHI THAILAND SA ATCHI & SA ATCHI SINGAPORE

0 0 0 0 0

2 0 2 0 0

7 0 7 0 0

6 1 2 2 1

15 1 11 2 1

Y&R GEORGE PATTERSON Y&R MELBOURNE REDIFFUSION Y&R MUMBAI Y&R THAILAND Y&R SINGAPORE Y&R Thailand also won 1 Lotus Roots

0 0 0 0 0

2 1 1 0 0

4 0 1 2 1

1 0 0 1 0

7 1 2 3 1

LOWE LOWE INDONESIA LOWE BANGKOK LOWE & PARTNERS LOWE PHILIPPINES

0 0 0 0 0

1 1 0 0 0

4 0 3 1 0

5 0 2 2 1

10 1 5 3 1

1 1 0 0 0

4 2 1 1 0

2 1 0 0 1

7 4 1 1 1

DENTSU INC. TOKYO 0 1 Dentsu Razorfish won Grande Innova Lotus for "Melody Road"

BASCULE INC. TOKYO

DDB DDB SYDNEY DDB WORLDWIDE LTD HONG KONG DDB WORLDWIDE PTE LTD SINGAPORE NAGA DDB/RAPP MALAYSIA

0 0 0 0 0

1 1 0 0 0

1 0 0 0 1

6 1 4 1 0

8 2 4 1 1

EURO RSCG EURO RSCG SINGAPORE EURO RSCG AUSTRALIA

0 0 0

7 6 1

0 0 0

7 0 1

TBWA CREATIVE JUICE/BANGKOK (TBWA) TBWA MANILA TBWA THAILAND TBWA INDIA TBWA\TEQUILA SINGAPORE TBWA\TEQUILA HONG KONG TBWA\Tequila New Zealand won 1 Innova Lotus

0 0 0 0 0 0 0

2 1 1 0 0 0 0

10 3 0 3 1 2 1

12 4 1 3 1 2 1

HAKUHUDO HAKUHUDO I-STUDIO INC. TOKYO HAKUHUDO KETTLE TOKYO HAKUHUDO INC. TOKYO Hakudo Inc. also won 1 Lotus Roots

0 0 0 0

1 1 0 0

4 1 2 1

5 2 2 1

AIM PROXIMITY AUCKLAND

GREY GREY MELBOURNE GREY HONG KONG

0 0 0

1 1 0

2 1 1

3 2 1

AOI ADVERTISING PROMOTION INC TOKYO

CHEIL WORLDWIDE INC SEOUL

PUBLICIS COMMUNICATION PVT. LTD. MUMBAI

McCANN ERICKSON McCann Worldgroup HONG KONG McCann ERICKSON PTE LTD SINGAPORE McCann ERICKSON JAPAN McCann ERICKSON MUMBAI McCann Worldgroup Hongkong also won 1 Innova

0 0 0 0 0 Lotus

2 2 0 0 0 0

14 5 4 2 1 2

FILM LOTUS

Keep the content riveting Ali Shabaz, Executive Creative Director, JWT Singapore ADFEST Film and Radio Jury Member

The hardest thing about judging ADFEST is being stuck in a dark room full of opinionated ad people for hours and days, knowing that just a few hundred meters away lay a sun-kissed, pristine beach with warm waters, waiting for you to dive in. But I must say, I’m very proud of this jury, we never complained about this once. We moaned about it endlessly. As all good juries do, the ADFEST film and radio jury lay down the goal from the start. We decided on a powerful message to send out to Asia: creativity is the answer at all times, even during a recession. Then, ahead lay the simple task of choosing the work that reflected that message. As it turned it was anything but simple. In an effort to What’s it with radio and Asian recognize the creatives? Why emergence of do we approach it with such fear and new media, lack of familiarity? ADFEST asked Most of the work was over-produced, us to judge clichéd and for the Internet films most part unfunny. along with But there was light at the end of the regular TV auditory tunnel. A spots. superbly written,

GOLD, FILM LOTUS SCHWEPPES "BURST" GEORGE PATTERSON Y&R MELBOURNE

may-june '09

immaculately produced campaign for a trainSMS service from Down Under, a surprising twist-in-the-tale for Brasso from Thailand and a touching spot for educating poor children from India. Great examples that Asia can do radio and do it well. TV was very encouraging. Not a stellar year, but certainly one that saw some interesting trends emerging. For one, Japan's growing dominance. Once again, the most surprising ideas, the bravest executions and by far the most innovative TV work had “Made in Japan” stamped on it. A hilarious campaign for a girl’s magazine, done on a shoestring, got our unanimous nod

for Best of Show. Other Japan-made gems were from Maxel and a brand of condom. India continues to rise as well, as was evident from the Times of India work and a spectacularly crafted spot for Yellow Pages. Surprisingly, the Thai work lacked its usual edge. There was plenty of slapstick but without the cleverness and humor that we have come to love. The one spot that stood out was for Chiklet – a fabulous satire on TV production during these hard times. In an effort to recognize the emergence of new media, ADFEST asked us to judge Internet films along with regular TV spots. While the jury debated the pros and cons of this, one thing became certain, the way we look at television is about to change dramatically in the future. While the Internet allows creative freedom to produce films of any length, it also challenges you to keep the content riveting. For me, only two pieces of work lived up to the challenge: a very well thought out campaign for Nokia that brought Bruce Lee “back to life”, and a very well directed series of films for Wigo Motel from… you guessed it…Japan. I can’t wait to see what this country will produce next year.

GOLD, FILM LOTUS THAI LIFE INSURANCE "MELODY OF LIFE" OGILVY & MATHER THAILAND

GOLD, FILM LOTUS LIFEBUOY SHAMPOO "DOJO" LOWE INDONESIA

MADE IN ASIA ADFEST 2009

BEST OF SHOW, OUTDOOR LOTUS NEW CITIZEN PROGRAM "ILLITERIT-BARBED WIRE" OGILVY BEIJING

GOLD, OUTDOOR LOTUS MCDONALD'S "NIGHT REFLECTION", DDB SYDNEY

GOLD, OUTDOOR LOTUS IKEA "IKEA HOME FURNISHING LINER", ADK

This is a good piece of advice if you are considering entering standard print ads into the Outdoor category in the near future. I sat on the Outdoor jury at ADFEST this year with Suthi Sucharittanonta as the jury president. We had judges from Australia, China, Japan and India so the region was well represented. I’m sure most people in our industry today are well aware of the judging processes at award shows so I won’t bore you with OUTDOOR LOTUS the details. I would rather tell you what I learnt about categories and how you can be smarter with your entries and your ideas. Due to the economic Richard Copping, Executive Creative Director meltdown, entries to ADFEST Saatchi & Saatchi Singapore and ADFEST Outdoor judge this year were also down. Around 300 for outdoor, half as many as last year. at many more shows… in to give them a chance of With 11 categories to outdoor of course. winning in a more relevant enter it has become very ADK Tokyo’s IKEA Train category and some did attractive to cover the and DDB Sydney’s Night get awarded. Outdoor bases with your entries, but Reflection for McDonald’s TV is another medium I think there is a sure fire deserved Gold. Y&R which leaves me thinking way to win and win big in someone will do something Singapore and BBDO the Outdoor category if you amazing sooner or later Guerrero picked up wellare pure to the meaning of deserved Silvers. that will challenge this outdoor. Not medium and a print ad on Your ideas for not just be the side of a another place Outdoor need bus or on a to air your TV window of a to be absolutely ad. corner shop Ideas are relevant and but bigger also being challenge the - HBO from presented BBDO New differently medium. You York comes Outdoor. need to study the inPeople to mind. This are is a very high categories and using videos standard but showcase understand what to an achievable ideas, some they mean. one. are really Your ideas good but for Outdoor need to be generally the standard is absolutely relevant and poor. Of the 300 entries 70 challenge the medium. were videos, so the trend is You need to study the on the rise. None of the big categories and understand winners needed a film to what they mean. The win - just a simple and well POP (Point-of-Purchase) executed A2 board. category is included in the I’m not sure whether The winners in Outdoor outdoor category, which print ads will continue to this year ticked all the seems strange to me as dominate the Outdoor boxes and deserved the I would have thought it categories in the future, top prizes. The benchmark was indoor. What big idea now that agencies are for me was from Ogilvy have you seen lately for creating ideas so much Beijing with ‘Illiterit’ for the POP and will it get the more engaging than the New Citizen Program. They top honors over a pure 2D static poster. If you created these amazing outdoor idea? Ambient enter enough categories, sculptures to highlight and Guerilla, still the most you might find one that the problem of China’s popular categories, are hasn’t been dominated by education being left again confusing. I saw a pure outdoor idea. You behind in the drive to be so many ideas that were need deep pockets for the world’s number one guerilla in nature but this strategy; your best bet economy. If you haven’t entered in ambient. We is to create ideas that are seen to work you should, it’s were able to move them relevant to outdoor. really good and should win

Outdoor means "Outdoor".

may-june '09

How would you describe the Press and Poster jury headed by Mark Tuttsell? What were the dynamics in session? The Judging Panel was like a meeting at the United Nations, with so many nationalities on board! In the medal rounds there were major differences of opinion on certain pieces of work. But those pieces probably ended up with a Bronze or a Finalist. The cream, as they say, rises to the top & so there was a greater consensus on the big winners.

The Jeep work was popular with every judge and was unanimously voted Best of Show...It is one of the rare ads, in my opinion, that will last the test of time and be remembered even 5 years down the road. What was the jury looking out for in determining the winners in the Press and the Poster category? In award shows, one is always looking for something fresh that treads new ground. This jury was no different. Given the diversity of the Jury, verbal gymnastics in ads wouldn't have a broad appeal. So ads that were simple, striking and possessed a big degree of the "I wish I'd thought of that" factor triumphed. How would you rate the body of work in your categories? How many entries were there? Were there common themes or trends? Entries this year were down about 40%. But still there were over 1,200 entries to go through. There was less great work making its debut. Most of the big winners had already been seen in other shows. In general, big ideas on big brands led the way. (Ads for manicure salons for pets, though, didn't even get a little "woof" from the jury. And rightly so, in my opinion.) Which pieces of work stood out for you? The Jeep Poster campaign caught my eye when I first saw it at Cannes. I wished I'd done it then & I still wish I'd done it. I felt a similar twinge of regret when I saw the Penguin work. A great idea that makes you jealous. From the work I hadn't seen before, I love the look and art direction of the Public Awareness posters from JWT Shanghai. It isn't often that advertising can claim to be art, but this campaign is one of the few that can. Also, what I liked about it was that it used

may-june '09

GOLD, POSTER JEEP "HUSKY & CAMEL", BBDO/PROXIMITY MALAYSIA

PRESS & POSTER

A great idea that makes you jealous Farrokh Madon, Executive Creative Director, McCann Erickson Singapore ADFEST Press and Poster jury member

an Asian artistic style and hence was one of the few pieces of work that actually tapped on Asian Heritage. A worthy winner of Lotus Roots. I also really liked a campaign for Bajaj fans in India. It very memorably demonstrated the benefit of exhaust fans in a refreshing way. Could you describe the Best of Show in Press and in Poster and tell us why they were chosen as the grand prize winners? The Jeep work was popular with every judge and was unanimously voted Best of Show. It is simple, graphic and executed wonderfully well. The art direction is impeccably restrained. It is one of the rare ads, in my opinion, that will last the test of time and be remembered even 5 years down the road. I'm a writer & I love reading books. The Penguin campaign captured the drama, the intrigue and the suspense of a world that only a book can transport you to. And it did that beautifully with a minimum of words. It's clearly been conceptualized by an avid reader. (There's a lot to be said

about immersing yourself in the product you are advertising.) Do you think the winners at ADFEST will win in the forthcoming global competitions? I think the Public Awareness campaign from JWT China will do well. As will the Bajaj Exhaust fans work from India. The Nikon work from Singapore should also fare well internationally. Could you tell us what you think of the ADFEST as an awards show and festival? I think it is a truly international, regional award show. You have separate juries for each medium. And each juries is comprised of judges from different nationalities. In all, I think there were over 50 judges at AdFest. It is a testament to the commitment of the organizers that they did not cut corners in tough economic times, and continued to invest in a wide and varied international jury. AdFest, for me, is a premium regional creative awards show and it will continue to be so in the years to come.

MADE IN ASIA ADFEST 2009 DIRECT MARKETING

How to win with a shopping mall ad in a recession by Birger Linke, Executive Creative Director, TBWA\Vietnam, ADFEST Direct Marketing Judge

Yes, it’s true. We’re in a recession. And it knocked on the doors of ADFEST 2009. You’ve read the story. “Hello, my name is XYZ. And how badly affected is your country?” That was the opening line to almost

talking about a group of direct marketing judges here (who always like to see a good spot as part of a through-the-line approach). It was time to review the work. And there she was again: recession. Ideas from 2008, 07, 06. Agency Christmas cards. Three name cards for car painting shops with scratch and – well – lose mechanism. Gifts, gifts, and some more gifts. Why bother with a response mechanism. Clients seem to have full wallets. Or agencies too much time. It’s recession after all. And thinking of a new approach isn’t everybody’s forte. We overcame this, too. And we found them, the jewels 2009. As it’s the nature of jewels, they’re rather rare. And they came mainly from the big mines down under. The Aussies seem to take the current crises with humor. And it really helped. There were warnings by a bread

Making a piece of Beethoven visible by turning its soundwaves into merchandising, like bitter and sweet chocolates, furniture or accessories, and creating a whole event around it, with plenty of room for interaction. It was the Gold Lotus. GOLD, PRESS PENGUIN "PAGE NUMBERS CAMPAIGN" SA ATCHI & SA ATCHI PETALING JAYA

The Penguin campaign captured the drama, the intrigue and the suspense of a world that only a book can transport you to. And it did that beautifully with a minimum of words.

every conversation. And no different for the direct marketing judging panel. But once we got past this point, there were the disruptive talks. Take a different approach to win new business. Find a smarter way to communicate more effectively. And, of course, spend your money on direct marketing instead of producing another TV commercial nobody wants to watch anyways. The last point is not entirely true. But hey, we’re

company not to feed the ducks, plates with fake salad, giving the guys a chance to pretend a healthy lifestyle and truck loads of sugar – left overs from the latest starburst production. Check out details at adfest.com! But the big winner came from Hong Kong. It wasn’t an Earth Hour or a New York Tab Water project, with the power to change our lives. But it was a fresh approach for a shopping mall: Making a piece of Beethoven visible by

GOLD, DIRECT MARKETING LOTUS ELEMENTS "FLIRTING WITH SOUND" MCCANN WORLDGROUP HK

turning its soundwaves into merchandising, like bitter and sweet chocolates, furniture or accessories, and creating a whole event around it, with plenty of room for interaction. It was the Gold Lotus. The biggest battle though was fought over a new kind of award: Lotus Roots. An award given by the organizer to promote local insights. A dressed up subway train we’ve seen hundreds of times before suddenly became the embodiment of Japanese culture. The same was true for a wizard for an arts event. Though there wasn’t a clear consensus, the cultural exchange was the highlight of the judging. And after some beating, scratching and hair pulling, the judges decided to still talk to each other. Happily ever after. Looking forward to ADFEST 2010 may-june '09

BBDO Malaysia wins the Grand Lotus

Dentsu's Akira Kagami hosts Young Lotus at ADFEST

Campaign Brief's Kim Shaw with Pinoys

Angel and Sir John Hegarty

Donald Gunn presents Asia Pacific edition

TBWA and Creative Juice Manila Sudhir Sharma, Prasoon Pandey, Piyush Pandey

Cyber winner from GT Inc.

A Contagious Jessica Greenwood Greatest ad man in the world: Sir John Hegarty

may-june '09

MADE IN ASIA ADFEST 2009 TBWA\SMP's Silver Lotus work hangs on the wall

McCann Singapore led by Farokh Madon

Looking sharpMatthew Howden of Photolibrary

Design Jury President Vince Frost

John Merrifield picks up for TBWA New Zealand

Finally a good mealRachel Teotico and Leah Mababangloob

Asia's top art directors: Dave Ferrer and Joel Clement

Dentsu innovation

Team Colombo wins Young Lotus

Kodak Asia's top guns

ADFEST's biggest winnersJWT Shanghai

may-june '09

DESIGN & PRINT CRAFT LOTUS

"Instead of wanting to reward less, we wanted to give more" Dave Ferrer, Executive Creative Director, JWT Philippines Design and Print Craft jury member

You just know it. That when you fly in at 3am and need to be up by 9am judging in an awards show, that it’s going to be a struggle the whole day. On the contrary, this year’s ADFEST judging experience was a far cry from my last one. For starters, we were doing the Design and Print Craft, the low-stress categories. Unlike, say, TV and Print where immediately more is at stake, where careers are made and bonuses are earned. And where more horse-trading happens. And two, the panel of judges was the most easygoing bunch I have ever been with. It did help that we were of various backgrounds and disciplines. Not the usual bunch trying to push their work or their network’s work. Opinion was fresh, less of the expected ad land kind of banter. There wasn’t much mumbo jumbo about scam and whether a client would approve some of the pieces. With that out of the way, it was easier to focus on rewarding craft standards and pure design. The jury chairman, Vince Frost, did a great job, I think, of giving enough room for everyone to speak up and exchange opinion on

Graphic Design, where finalists range from business cards, retail bags, to specially printed books. It was a long finalist list amongst all the categories, and I think some of the pieces could have picked up metal. The running joke was, there’s been some cost cutting, so we could only afford three a category. So the follow up to that was that since Print & Poster was giving so few,

It was a long finalist list amongst all the categories, and I think some of the pieces could have picked up metal. The running joke was, there’s been some cost cutting, so we could only afford three a category.

GOLD, DESIGN LOTUS LETTER WRITING CAMPAIGN ("FOUNTAIN PEN") SA ATCHI & SA ATCHI PETALING JAYA

the work. I think the free exchange helped us take a more honest look at the work. And, funny enough, instead of wanting to reward less, we wanted to give more metal to more pieces. But with the ‘three metal per category’ rule it wasn’t possible. Case in point:

GOLD, PRINT CRAFT LOTUS L'OREAL ELSEVE "STEAK" McCann Erickson (S) Pte Ltd, Singapore

GOLD, PRINT CRAFT LOTUS CU CHI TUNNELS MUSEUM SA ATCHI & SA ATCHI THAILAND may-june '09

maybe we could take their metals and hand them over to the deserving design pieces. It was also most refreshing that the process was quite efficient, only with a few glitches on the handheld. But generally the group moved fast. Instead of working for three days, we cut the process down to two. On the first day we did design. On the second we did print craft. At the end of each day we did metals. And on the third day we lounged by the beach. So, what I thought would a doomed week (upon arriving at 4am at The Royal Cliff, the same hotel GMArroyo was rescued from) turned out to be a very pleasant experience.

MADE IN ASIA ADFEST 2009

BEST OF SHOW, CYBER LOTUS SAGAMI 0.2 CONDOMS "LOVE DISTNACE", GT INC. TOKYO

How would you describe the Cyber jury headed by Koshi Uchiyama of GT, Inc.? What were the dynamics in the judging session for Cyber? Uchiyama-san was an ideal choice: diplomatic, democratic and highly personable. He was decisive, with a good sense of direction. Quite stress-free. Rather than strong egos we had very strong minds, with exceptionally talented people. I would love to do this again.

digital and traditional media, [which is] very “push”, a closed proposition. Another difference is that the consumer has the ability to manipulate content, to influence the campaign thought, for broader meaning and impact. In return they can share that with us as a brand - extending and even enhancing the brand experience. How would you rate the body of work in the Cyber

CYBER LOTUS

Rather than strong egos, we had very strong minds Andrew Berglund, Global Digital Executive Creative Director Cheil Worldwide and ADFEST Cyber Lotus Jury Member

What was the jury looking out for in determining the Cyber category winners? We were looking for work that is broader-reaching than traditional media, that extends beyond a single layer of communication.

GOLD, CYBER LOTUS UNIQLO "BRA TOP" GT TOKYO INC.

We looked at a work’s ability to create and engage user interaction, whether it showed signs of openness to consumer dialogue. This is one of the principal differences between

category? How many entries were there? Where there common themes or trends? There was nothing groundbreaking. TV was a fixed format for 50, 60+ years, but digital is different every year. Social media was present, though not executed to its full capability. Many campaigns, particularly the Japanese work like ‘Sagami - Condom’’, displayed a strong understanding of youth and their use of digital media. Branded entertainment was also strong; it’s one of the principle underpinnings of digital media now. Which work stood out for you? Did most of the entries come from Japan? Are they ahead of the rest of the region when it comes to digital work? The ghost campaign from Thailand quite successfully represented Asian culture.

Despite the huge diversity within the region, the overall universal language worked. One piece that didn’t win big but stood out for me was the Honda mobility campaign, using cute digital characters on an actual journey around Japan from one mobile phone to another. If I am in Tokyo and my friend is in Kyoto, [the characer] will travel to that phone, take environment elements from that area and come back to tell you about its trip. It’s part of Honda’s new big global branding strat to position themselves as a mobility company, not a car company.

keep our eyes on cities like Bangkok, Hanoi, Beijing, Mumbai and Seoul.

ADFEST is relevant because Asia is rising both economically and socially. ‘Asia’ was fully embraced which I think is incredibly smart; to show that Asia is as good as anywhere when it comes to digital communications.

Could you describe the Best of Show in Cyber and tell us why it was chosen? The ‘Sagami original 0.02 (condom)’ campaign embraced everything about digital media: entertaining, engaging, socially interactive, and relevant to youth culture. It positively endorsed a sensitive social issue, showing that it wasn’t all about fear – for example, dying of AIDS/HIV. It showed that love is about care, which I think was the principle success of it - plus it was beautifully executed. Overall, it was a heartwarming, touching story centered on human nature.

We all liked the Axe Wake Up call. If you visit the website and register with one of the 12 (or so) very pretty girls, they will actually call you in the morning and wake you up with a video on your phone. Very simple but relevant for the target group. Uniqlo also did well, but they need to move forward if they are to keep up with their target group. Actually, Japan is not ahead of the rest in digital. They can be considered pioneers, but countries such as S.Korea are also very advanced. It seems that the top Korean boutiques don’t actually know about ADFEST, or don’t perceive it as a big enough show [compared to] One Show and Cannes. Some of the work I’ve seen [there] is as good as in Japan, but Japan is more prolific and has better PR. Japan is famous for its design full stop, regardless of digital, with a heritage revered for two or three decades. S.Korea, Thailand and China don’t have that kind of heritage but they’re slowly acquiring it. I’ve started to see in China a lot of design annuals showing some incredible print and digital work. There is also a change in the notion of “what is design.” The Honda mobility campaign has opened this door. It’s not about motion graphics, animation – it’s about a really great idea. Over the next few years, we’ll still see good work out of Japan – but we should

Do you think the winners at ADFEST will with in the forthcoming global competitions? Why should an Asian campaign attempt to impress Western advertising judges? The Asian style of communication has never and probably will never resonate and translate in the West. “Made in Asia” is the objective and one day I see a time when Asia marcoms will be the global standard. In any case, ‘global’ is difficult to characterize today. To perceive “global” as a Western standard is not accurate anymore. Could you tell us what you think of the ADFEST as an awards show and festival? ADFEST is relevant because Asia is rising both economically and socially. ‘Asia’ was fully embraced which I think is incredibly smart; to show that Asia is as good as anywhere when it comes to digital communications. I [also] hope that they would review the location. I like the bars and the nightlife, but I think it actually turns into a distraction. A lot of the guys even said it’s like swinging candy in front of a kid. On a serious note – what is seen in and around ADFEST, is that really Asia? I’m not against naked girls or anything, but I don’t think this is the image Asia should be projecting. may-june '09

Sir John Hegarty is one of those rare British admen to have been knighted by the Queen. He is also the only one to have done so on the basis of his creativity. The agency he founded, Bartle Bogle Hegarty (BBH), has developed campaigns that have become famous worldwide for clients such as for Levi’s and Axe. It has remained independent despite selling a 49% stake to the Publicis group. In this exclusive and wide-ranging interview he tells Angel Guerrero the secrets to his success, and what he thinks of Adfest, scams, Effies among other things. How do you find Asia? I love it. I think it’s fantastic. I think it’s very exciting what’s happening here. Asia is developing and growing and doing exciting things. I think that’s brilliant, and the more of that the better! And you have offices in Shanghai… In Shanghai, Singapore and we just opened in October in Mumbai. You see we’re all very polite and we call it Mumbai. You go to Mumbai and they all call it Bombay!

adobo for lunch

Sir John Hegarty So what do you think of the quality of work that you’ve seen so far? I thought there was very good work there. Was there great work? No. There’s some very nice work, very interesting. The trouble is that all those people who should be thinking about the real stuff are putting all their energy into doing scam. You’ve got this competition now amongst all the big groups to win as many awards as possible. So in a sense management is encouraging them to fake (ads). This whole idea of ranking creativity I just think is actually turning out to be such a negative thing. If all of a sudden, you said we’re not doing rankings - scam would go away. Agencies are desperate to get up there… it’s crazy! What about people who say clients won’t buy good ads

– and therefore scamming being the only option. That’s the way it used to be in the 50’s or 60’s in the UK. It was like that in America until Bill Bernbach came along and said “I can make this famous. I will create great advertising”. And all of a sudden everybody looked at the Volkswagen Beetle and went “Wow! And then other clients would say “I want a bit of that.” No client would have walk out there (Adfest) and say “I want a bit of that.” What would you say to the award shows like Cannes and Adfest who have all these entries and they have the power to screen, letter from clients, tearsheets. How can they control scam entries? Well they can control it. I have a view that you should only judge the tearsheet. Wouldn’t that benefit with the media as well? It will then show which media is working really with advertising and doing great stuff.

Piyush Pandey walked onstage to “Jai Ho” — the Oscar-winning pop song that has become a global hit despite being written in Hindi, Urdu, and Punjabi with a sprinkling of Spanish. It was not only a topical choice, but an apt one: composer A.R. Rahman says that “Jai Ho” means “May victory be yours”. “[The success of the song tells] us that our own culture can create stuff with different nations around the world,” said Pandey. Admittedly, universal insights help an ad cross borders – especially when grounded in an authentic local culture. This is reflected in the 2009 winners of ‘The Cup’, an advertising festival where Pandey recently judged, that recognizes and rewards work from outside the industry’s global centers. Pandey used “Jai Ho,” along with other Asian ads and Cup winners, to illustrate how embracing one’s local culture can inspire an ad, campaign, movie, or song that breaks through to the globe. That with just a little more push, we can discover and recognize in our own kitchens much more than a ‘Cup Full of Culture’. Piyush Pandey is Executive Chairman and National Creative Director of Ogilvy & Mather Limited, Mumbai. He has led O&M to 14 Cannes Lions, and been named India’s Most Influential Man in advertising for six years in a row. Ad Club Mumbai has voted his Fevikwik adhesive ad as Commercial of the Century, and his Cadbury campaign as Campaign of the Century.

CUP FULL OF CULTURE A Talk by Piyush Pandey

may-june '09

Yes, in ADFEST 2009, Malaysia won two Grand Prix awards, five golds, eleven silvers, 4 bronzes and 26 finalist citations. Currently atop the heap is BBDO Malaysia/Proximity, whose tandem of executive creative director Ronald Ng and single-named creative director MUN is behind the Cannes Lions 2008 and ADFEST 2009 Gold winners for Brand Jeep. BBDO/ When someone Proximity does something Malaysia’s Jeep campaign great, the rest recently won will see, like from two gold Clios, gold Pencils, Cannes, that it is two a silver and a achievable. This bronze at One earning makes me realize Show, the duo fourteen that if we work local and international hard enough, awards, we really set high gold one silver and a bronze standards. for a single campaign. This is the most number of gold awards yet for a country according to MUN. Malaysian advertising has never had it this good, not in recent memory. “It’s because of healthy competition,” says Ng of the winning buzz. “You go back ten, fifteen years, Malaysia was a haven for has-beens. Foreigners come easily, three years to make money and then going back to (their) holiday home. The locals didn’t learn from them. Then, we thought, hey why not spend our own money and bring in good people, and do it alongside just the locals” Ng adds.

MADE IN ASIA ADFEST 2009 We genuinely believe that creativity is actually a tool that commerce can use. It’s a tool! It’s not an indulgence. It’s a tool to make your business more effective.

issue of effectiveness so that you have to write the paper, show where it ran, provide measurable results and say this is how it worked might be the way…

I used to work in McCann…. We’ve all done our time somewhere… (laughter!)

How do you go about starting a major ad agency? Well when you start it you’re not able to know that it’s gonna be major. (laughter) You don’t know. You’ll just start the agency first then see how it goes.

Just a thought on clients: a lot of them don’t know great advertising. They say: “Ok I’ve got a product shot and a girl talking about it. It’s working, it’s selling. Why would I need to come up with a better ad?” What do we do with clients like these? Would you….I mean, I should know this, do you have big effectiveness awards out here? We’re doing that in Manila, for the first time in history. Our biggest award show happens every two years. When you enter the creative award you have to enter what the brief was, what is the point of the ad and the results. But is still a creative award. So it’s starting now… That would be the place to concentrate on. Because what

you’re saying is: here’s a piece of advertising, and it is judged on its quality as well as its effectiveness. That’s what we should be achieving. To answer your question Angel: when a client says what if I just had a girl holding the product and that sells? Well it might do. But if it is about getting cost effectiveness out of your money, then by being creative you can get more out of that dollar… that yen… whatever it is you’re spending.

A lot of people become obsessed with tomorrow rather than I know it’s gonna be great. Make the work fantastic. Then it will all come. It really will.

I think we’re undoubtedly the most relentlessly creative industry that you can be. What we have to do is come up with a new idea every day, then that new idea becomes yesterday’s idea… (You have to) believe in stuff. Have a philosophy. Start out on day one and believe it goes back to saying it’s all about creativity and expression of self. So, what do you believe in? Sir John Hegarty. Thank you very much.

We genuinely believe that creativity is actually a tool that commerce can use. It’s a tool! It’s not an indulgence. It’s a tool to make your business more effective. And I think that people need convincing of that… The only way you’re going to do it is by having some kind of effectiveness awards because they’re not going to come and say… ‘oh yes I li ke creative’… you know. I actually do think that this whole

And the winner is from…

BBDO Malaysia!

Creative tandem Ronald and Mun.

A recount of Malaysian advertising of the last decade or so shows disparity from nextdoor Singapore, which in contrast has thrived on western influence — and the employment of Malaysian talents and technicians. Coupled with Malaysia’s embrace of its cultural melting pot, there was no way but up for the country’s budding advertising industry. “Actually there was a sudden turn around. I mentioned this last year at a function. I think that our local heroes called it jagoon kampong which means ‘champion of the village’. It was shown only in your little village. Singapore was

this amazing world leader, (and you ask) How do you achieve such admiration” reveals Ng. MUN adds, “We look at Singapore like “Wow!” It’s so international!” Ng sums it up, “Overall, the best way to look at it is it (made) everyone hungry, to get that same prize, that same recognition. If someone got it, I wanna show that I can do it also.” Only a few years ago, Malaysia won its first Cannes Lions Grand Prix in 2003 for Outdoor. Reaching global status was very quick, exhibiting sheer determination and awareness

— characteristics Ng exudes. A recipient of Malaysia’s only D&AD Yellow Pencil while still at DDB, his award brought great honor to the country. “When someone does something great, the rest will see, like from Cannes, that it is achievable. This makes me realize that if we work hard enough, we really set high standards,” he says of the honor. Remarkable, too, is that Ng and MUN acknowledge the importance of constantly learning—including collaborating with young people and using reference books — as a key factor in their success. Equipped with the concept behind the Jeep campaign, MUN then brainstormed with two young designers who eagerly took to the task. Asked what would limit their creative outputs, Ng answers, “The most important is ourselves. There is no reference of how you come up with interesting things. It’s how you make it larger than it is.” With the wins come challenges, and responsibilities. MUN sees the importance of having a lot of Malaysian ECDs actually judging at Cannes and the D&AD. Having given up being a designer, he says, “I still love to design until now. I think it helps a lot in art direction. I tell people, if you appreciate design, you’ll do better art direction. And you’ll dress better too.” The MUN-man behind Nikon, Snickers and Wonderbra’s two silver Lions laughs. One would, too, if their work were listed in the Top Ten Ads in the World by Campaigns UK. Constant learning, embracing own cultures, and setting high standards for yourself — three steps toward reaping major awards. Sounds simple. Let’s roll up those sleeves, then. may-june '09

Tschaik Lee on Cheil Worldwide:

KOREA’S POWERHOUSE TAKES ON THE WORLD Written by Harry Mosquera with interviews by Angel Guerrero.

Since the 19th century, Korea has traditionally been known as the Hermit Kingdom. But in this age of globalization, it has not shown any inclination to seclusion. Instead, its industrial conglomerates have expanded onto the world stage, and are now true multinationals to reckon with in the fields of electronics & information technology, automotives and shipbuilding. Now, Korea is making waves in the global marketing communications community with Cheil Worldwide. Ranked 16th in the world by Advertising Age in 2006, Cheil Worldwide is South Korea’s largest advertising agency. Cheil – which is pronounced ‘shell” and means “number one” or “the best” in Korean – offers a portfolio of marketing communications services including advertising, public relations, sports marketing, exhibition and display production, even the production of largescale performance events. Cheil also operates a Brand Marketing Institute that publishes regular trend reports on the South Korean advertising industry. An affiliate of the Samsung Group, South Korea’s largest conglomerate, Cheil is the worldwide agency-of-record for other group affiliates, such as Samsung Electronics, Samsum SDI, Samsung Fire and Samsung Life. In the past few years, Cheil has added to its client list Korea Telecom, KTF, S-Oil, CJ Corporation, GM Daewoo and Ssangyong Motor Company and Hankook Tire. Cheil also provides marketing communications for multinationals with operations in South Korea, such as Jinro Ballantines (Pernod Ricard), Fidelity Investments, GlaxoSmithKline, Outback Steakhouse and Dunkin Donuts. In the past decade, Cheil has made great strides in the mobile marketing arena. In a world where technology and innovation are continually evolving, people’s lifestyles are changing as well, with consumers becoming more sophisticated and discerning. Cheil’s leading role in mobile marketing was acknowledged in the recently-held 2009 Asia

may-june '09

Pacific Advertising Festival (Adfest) in Pattaya, Thailand, where Tschaik Lee, director of “the i” (for interactive) division of Cheil Worldwide, was a featured speaker. He gave a presentation entitled “Riding the Asian Mobile Wave,” discussing how mobile marketing plays an important role in branding efforts to enhance consumer preference of a product.

“Integration” is a key word for the kind of service that Cheil provides its clients. “A mobile device is no longer just a commercial device anymore,” he says. “It serves as a social and cultural connector.” Tschaik, who got his name from the celebrated Russian composer Pyotr Ilyich Tchaikovsky, is an articulate and personable fellow, the ideal frontman for Cheil and its global interactive business. With over 16 years’ experience in advertising, Tschaik began his career at Cheil as an Account Team Director, overseeing global campaigns for Samsung Electronics, as well as their branding and corporate (abovethe-line, below-the-line and sports marketing) campaigns. “We are actively involved in sports marketing,” he shares. “We have clients that sponsor the Chelsea Football Club in England… the Asian Games… and the biggest soccer games in Latin America. We also sponsor cultural movements and events, like the Bolshoi Ballet in Russia.” As the director of “the i,” he is responsible the integration of new global business for Samsung Electronics and related global interactive campaigns. Among his main tasks is to integrate online and offline efforts using digital marketing and web platforms to enhance new business opportunities for Cheil. Tschaik and his team are likewise responsible for the overall planning, strategic planning, creative, execution and measurement (including return of

investment) of global interactive campaigns. “Integration” is a key word for the kind of service that Cheil provides its clients. “We use a Brand Energy Model that allows us to reach consumer touchpoints from conven-tional A-T-L’s to digital B-T-L’s,” he says. It is a model that is similar to approach

as the Ogilvy 360. Cheil goes even further by giving its global clients a Return on Investment reckoning. “We have been dominating the domestic Korean market for the past 35-36 years,” Tschaik states. “In every category of the marketing communications discipline, we are always number one.” He also reveals that Cheil dominates Korean media with over 20% of market share. “If you take Japan for example,” he explains, “you have Dentsu and Hakuhodo combined. Like Cheil, they have also huge influence in the media market.” To keep pace of trends or even stay ahead of them, Tschaik

MADE IN ASIA ADFEST 2009

2008 Cannes Bronze Lion: Samsung Tesco "Plus To Your Life"

understands the need to identify the next wave of growth. Cheil leverages Asian consumer insights to pinpoint drivers for creative execution that can be translated into effective brand-building marketing campaigns. “In the world, Korea is ahead of the curve when it comes to digital,” he claims. “Korea is the most advanced market for I.T. Koreans are early adapters of I.T., that is why Korea is at the forefront of the global mobile handset market.” Indeed, in South Korea is commonplace to watch TV and movies on phones and other portable devices. This is made possible through digital multimedia broadcasting (DMB), a government-initiated standard that has been available in the country since 2005. Taking advantage of this innovation, South Korean mobile service providers have upgraded their own networks to third-generation (3G) technology that vastly improved their video streaming and downloading

services. As a result, video usage has jumped beyond just mobile phones to car navigation systems and i-Pods. South Koreans can now access online video anytime, anywhere. Interestingly, global I.T. and electronics brands have failed to make significant inroads in the South Korean market. “Foreign companies like Nokia failed to read consumer needs in Korea,” Tschaik notes. “Marketing 101!” Of course, South Korea is not the only country with mobile video, but it is considered ahead of most. Japan has had digital broadcast service for phones and other portable devices since late 2004; Germany, Italy and Finland followed shortly thereafter. South Korea’s headstart came because its small size and dense population made the creation of high-speed wireless networks more affordable and viable. The unfolding South Korean experience provides

valuable lessons for companies in countries still on the threshold of the mobile-video revolution. What kinds of programs draw viewers? How do you adapt and apply advertising to this evolving medium? How do you achieve revenue gains from this new technology? At the forefront of this revolution is Cheil. Tschaik firmly believes that the social & cultural impact of mobile devices cannot be over-looked. Surveys show that most DMB viewing occurs during rush hours, so time-critical content is very important. “Usage behavior and mobility have to be carefully considered in mobile ad campaigns,” he says. That is why they routinely produce DMB and 3G versions of their clients’ TV commercials. In 2008, the creative output of Cheil Worldwide created a lot of buzz, winning prizes at Cannes (Young Lions Cyber Silver and Outdoor Bronze); One Show (Outdoor Gold,) Horizon Interactive Awards (two Golds, two Silvers and five Bronzes) and a Sports Industry Award for Best Integrated Campaign. And as part of Cheil’s thrust to strengthen its creative product, the agency recently acquired a 49% stake in London’s top creative agency, Beattie McGuinness Bungay (BMB). Led by Trevor Beattie, former UK chairman and creative director of TBWA, Andrew McGuinness and Bill Bungay, also former executives from TBWA, the agency is known for their successful campaigns for Diageo, IKEA, ING Direct, French Connection UK (FCUK) and Wonderbra. This is in sync with Cheil’s overall direction to become one of the Top 10 advertising agencies in the world by 2010. In this regard, Bruce Haines, a former group CEO of Leo Burnett London, was appointed last year as president and global chief operations officer of Cheil Worldwide. “We really want to be a serious player in the global market,” Tschaik says. Like the other Korean multinational trailblazers that came before, Cheil promises to offer the best of Korea to the world as it continues to expand aggressively in overseas markets.

What kinds of programs draw viewers? How do you adapt and apply advertising to this evolving medium? How do you achieve revenue gains from this new technology? At the forefront of this revolution is Cheil.

Team Colombo takes ADFEST Young Lotus

Two young creatives from JWT Colombo-Sri Lanka created this year's Young Lotus winning entry. Briefed to create a media-neutral recruitment campaign for the ad industry, Ralston Joseph and Sithum Walter beat 13 other young teams to get the judges’ nod. They used 'negativism' as their core idea, believing that youngsters like themselves are most likely to respond to negative messages than positive ones. Thus industry icon Piyush Pandey, mouthing things like- "Our industry is terrible. You'll have to travel all over the world, work long hours, and go to glamorous advertising festivals." Commenting on Colombo's work, Young Lotus chairman Akira Kagami said that the two 'has a different approach. "It's more radical" expressed Kazunori Miura, creative director and global creative division of Dentsu Inc., Tokyo, which hosted the Young Lotus competition. may-june '09

Young Lotus Blast in Pattaya

Leah Mababangloob and Rachel Teotico recount the brief, the beer, the promise of Facebook, and why they'd do it again in a heartbeat. to join advertising and flood the HR of advertising companies with resumes. Leah: We chose to focus on the Philippine market, latching on to the fact that most Filipino children are encouraged to be doctors, lawyers or businessmen. They are often told that anything that involves the arts is a lesser profession. Third day, the 26 are briefed. Everyone starts to speak in [his or her] native tongues. Ang galing! Pwede tayong mag-usap sa harap nila nang di tayo naiintindihan! NAKAPAGPAPABAGABAG! Great, we can talk in front of them, and they won’t understand a thing! ‘Nakapagpapabagabag’ (disturbing) is said to be one of the most hard to pronounce Tagalog words. We were briefed 1PM Wednesday, to present 11AM of the next day. The requirement was a 60-sec video with supporting strategic plan and media model. Fourth day, 26 sleepless zombies present their work then crash into bed.

Pressure obstructs the flow of logic in the brain sometimes. But, we pulled through. We finished our work with minutes to spare and we were very proud of it. We presented and walked out of the room glowing with pride and reeking of day old sweat.

adobo: How was the Adfest? Leah: It was nothing short of inspiring! The whole week in Pattaya was a blast! First day, we find 26 strangers in the Cosy Hotel lobby telling each other stories in 13 different accents. The Adfest committee was commendable in taking care of our transportation; sumptuous meals and lesson-filled workshops where we got to work in groups. At the end of each scheduled “working” day, we’d all go out and explore the vicinity like first-time tourists. All that fun makes it hard to stop talking about it (and wishing we were back in Cosy) even weeks after it's finished. Representing Manila in the Adfest was the greatest ‘JO’ ever. It could just be the highlight of our young lives. adobo: How was the competition: briefing, brainstorming and execution? Rachel: The brief - Entice the youth

may-june '09

Rachel: The hardest part was the strategy, because there was no strategy. So we wrote out our strategies and the executions that would fall under each one and played eeni-meeni-mini-mo all day. At around 8pm we finally decided we had to commit to something. We chose our favorite strategy, the one that had no solid execution yet. Pressure obstructs the flow of logic in the brain sometimes. But, we pulled through. We finished our work with minutes to spare and we were very proud of it. We presented and walked out of the room glowing

The creative gals work at Adfest, with the core idea of “Keep Sharing” and a character called the “Starving Artist”.

with pride and reeking of day old sweat. Fifth day, the 26 celebrate. One celebrated so much, he fell asleep in McDonalds with a cheeseburger in his hand. Leah: Even if it didn’t get a Lotus, we were happy with what we did. We wouldn’t have done it any other way. adobo: What can you say about other countries’ Young Lotus? Sixth day, 26 friends clink beer bottles for the last time in some obscure bar that does not play any English songs. They dance awkwardly all night. Leah: The other countries’ Young Lotus [teams] were the bomb! We’re so lucky to get to know them. In no time, we were acting like old friends —exchanging agency stories, teaching each other our languages’ curses and drinking Singha by the pool. Rachel: Our new friends would be every positive adjective you can think of. Nice? Yes. Smart? Yes. Supercalifragilisticexpialidocious? WHY YES! Seventh day, 24 hugs and 24 promises to find each other on Facebook and visit each other one day. Leah: We still chat on Facebook to this day, laughing about private jokes and reminiscing. What can we say? We’re one fun-loving happy bunch. We got a lot more out of it than what we gave or ever expected. New friendships, priceless lessons from big names and one-of-a-kind experiences we could only hope will last a lifetime. We’d do it all again in a heartbeat. adobo: Any advice for next year’s Young Lotus bets? Leah: Make it fun! Befriend the ‘enemy’ and soon you’ll get free lodging in another country. Seriously, just let go of your worries, give it your best shot and love every moment. Do that and Lotus or no Lotus, you win! Rachel: The same thing one past representative told us, work hard and make friends.

TEAM MANILA

Inspiring Manilaâ&#x20AC;&#x2122;s Visual Culture www.teammanila.com

Photographer: At Maculangan / Art Director: Mon Punzalan / F.A. Artist: Randy Evasco / Location: Pioneer Studios

adobocenterfold

globalroundup One Show results are out; Obama for America wins a Bronze

‘Best Job in the World' is also the best campaign in the world, according to The One Show, where awards were presented early May in New York. The CumminsNitro Brisbane campaign for Tourism Queensland won Best of Show, along with a Gold Pencil in the Integrated Branding - Campaign category. For Asia, BBDO Malaysia’s Jeep campaign rolls on as unstoppably as its product, leading the region’s One Show performance with 5 Pencils, including two Golds. Also awarded Pencils were Lowe Bangkok (Silver Pencil), Leo Burnett Bangkok, Creative Juice Bangkok, Saatchi & Saatchi Singapore and DDB Mudra Mumbai (Bronze Pencils). Other Gold Pencil winners were Clemenger BBDO Sydney (Sega 'Offset the evil'), Droga5 New York ('The Great Schlep', the viral film starring Sarah Silverman for the Obama campaign), BBH New York (the Oasis album launch, where songs were ‘leaked’ to street musicians around New York City), Saatchi New York (Crest Toothpaste TV campaign and ‘Lice’ single entry), TBWA\Chiat\ Day New York (Skittles "Pinata” TVC), and 72andSunny LA (Nike "Next Level" cinema ad), Grey Istanbul (“Google Search Tips’, Radio), and DDB Canada/Vancouver (Midas “Chase” TVC). The first-ever Green Pencil for environmentally-themed advertising was won by Goodby, Silverstein, for Haagen Dazs ‘Help the Honey Bees’ campaign. The campaign also won a Gold Pencil for Innovative Media, which included print ads with flower seeds. One notable winner was from an unlikely source: Obama for America (the name of the campaign entry, and of the agency) received a Bronze Pencil, for Innovative Media.

JWT Chicago closes doors

Once a flagship office of a major network, JWT Chicago closed its doors for good in April after 118 years of service. Rosemarie Ryan, President of JWT North America announced the news. The 2007 loss of anchor client $200 million Kraft Foods was a huge blow to the Chicago-based agency, followed by the transfer of Federated Stores to JWT New York. From then, the office slowly reduced to 50 employees from a peak of 800. President Ros King and Chief Creative Officer Graham Woodall also left after major losses. JWT New York decided to focus on the more successful offices in Toronto and Atlanta. The New York-based network will now handle Chicago’s remaining accounts, including Nestle ice cream brands and Kimberly-Clark’s feminine care brands. However, if JWT Chicago wins the pitch on Illinois Bureau of Tourism, its largest remaining account, the agency may maintain a small office in Chicago to service the account.

may-june '09

Nearly a month after awarding, the Dubai Lynx festival is still making headlines. Reports on April 1 stated that the Agency of the Year awarded to Fortune Promoseven (FP7) Doha has been withdrawn, with the trophy not to be awarded at all for 2009. FP7 is part of Interpublic Group and is affiliated with McCann Worldgroup.

Doha as Agency of the Year and so will be withdrawing the prize. I hope that this swift action makes clear our determination to build an award with true integrity for the region.” The controversy erupted even before awards night, when an entry from FP7 Doha for supposed-client Nissan was withdrawn from the

Dubai Lynx withdraws Agency of the Year’ award; Samsung states complaint

An irrepressible blog blew the whistle on a number of prized entries as scam ads. An official investigation found merit in the allegations, and ultimately withdrew seven awards: 1 Gold Print campaign, 1 Gold TV/Cinema campaign, 3 Silver Print campaigns, 1 Silver Outdoor campaign, 1 Bronze TV/Cinema campaign. The agency had 18 submissions. The Dubai Lynx body also expunged ten shortlisted entries in the Print and Outdoor sections. In a statement on the Dubai Lynx official site, CEO Philip Tomas said, “The Dubai Lynx Awards exists to celebrate and raise the creative bar of genuine work of the region. Activities like this show a disregard, not only for the Awards, but more importantly for the juries who work so hard judging the event. Due to the scale of withdrawals we feel it inappropriate to honour FP7

shortlist. Nissan reportedly complained that the entry ad was not commissioned by the company. The situation led to the investigation of the agency’s entries for Samsung and Matchbox. FP7 Doha entered an ad for Samsung’s SL310W camera that featured the figure of Jesus taking a photograph of a group of nuns, for which the agency was awarded two golds and a silver. The ad has reportedly caused public outrage, and has been called “an attack against

Christian symbols” (quotations supplied), when published by a Lebanese newspaper, as reported by Brand Republic last March 30. As reported by Ad Nation last March 30, Samsung’s statement read “The company did not commission, develop or approve the publishing of the religiously insensitive advertisements. This advertising campaign was produced and submitted by marketing agency, FP7 Doha, without the knowledge or consent of Samsung Electronics.” Sunny Hwang, president of Samsung Electronics Levant, continued,

“At no time was Samsung Electronics aware of these advertisements and the company has not approved or commissioned FP7 to create any advertising campaigns. Samsung has the utmost respect for all cultures and religions and would never produce or approve the use of such culturally insensitive advertisements.” Last April 3, Gulf Nation reported that FP7 chief executive Azmi Yafi stated that they are “prepared to take

Cheil Worldwide buys BMB, begins UK, US expansion 2010. (See the interview on page 67.) Other moves include the hiring of global CEO Bruce Haines from Samsung’s former global agency Leo Burnett Worldwide in London (where Haines had been CEO until an acrimonious split in late 2007), and of Millward Brown’s Doron Wesley as global media director. In February this year, Cheil USA Inc. announced its new leadership, both from the top ranks of Draftfcb: Timothy

The Koreans are coming – and not just to Manila’s karaoke belt. In December 2008 the London ad establishment was rocked by news that elite London shop BMB had sold 49% ownership to the ‘little-known’ Korean agency Cheil. Founded by high-flying creative Trevor Beattie (of FCUK and Wonderbra “Hello boys” fame) with two other ex-TBWA top people, BMB had knocked back offers from TBWA London as late as October 2008. Cheil (pronounced ‘Shale”), is 15% owned by Samsung and is the 16th largest agency in the world as ranked by Ad Age. Described as “the world’s least-known advertising Bruce Haines powerhouse,” Cheil actually has long had operations on 29 countries. The purchase of BMB (at what is widely assumed to have been a premium price) is just the highestprt step in a plan to move Cheil from the #16 to #10 by

Publicis affected by Asia’s shaky economy

Publicis Group announced a decline in revenues in its Asia-Pacific business after unveiling its firstquarter results. Overall loss of Publicis group amounted to 4.4% in global revenues, and a 1.3% rise in joint revenue to 1.08 billion (US $ 1.42 billion). Maurice Levy, Publicis Group chairman and CEO, said: “Although I cannot be satisfied with the decrease in our organic growth, all available indicators seem to point in the same direction: market deterioration is much worse than anticipated. Our main competitors have published numbers with a decline between 5.6% clearly showing that Publicis Group is gaining market share.”

Government program awarded to JWT Australia

Trevor Beattie

Bruns (Executive CD) and Jennifer Friedberg (General Manager). They were joined by Arun Bordoloi (Head of Strategy), who had also previously worked at Draftfcb. Friedberg had run the global Motorola account at Draftfcb, which comes in handy for Samsung. Meanwhile, Asia’s advertising A-list is watching closely. The next stops for Cheil’s ‘micro-network’ are offices in Sao Paulo and Singapore, to look after Samsung’s considerable Southeast Asian business. Which award-collecting star will get the call to Seoul, and learn to convert euros to won in his head? Stay tuned for later this year!

An enterprising blog blew the whistle on a number of prized entries as scam ads. An official investigation found merit in the allegations, and ultimately withdrew seven awards. decisive action regarding any submission by FP7 Doha which genuinely contravenes the rules, regulations and the spirit of Lynx. This is about ethics, practices and responsibility towards our industry. We are looking into the allegations and if we have discrepancies from our end, we will take immediate and swift action to remedy them.” But it seems the matter refuses to die a natural death. Gulf News and AdNation recently reported that Aramex, a Middle East shipping com-pany, has issued a statement "to clarify that it

globalroundup

has never commissioned or worked with FP7 Doha or any party to develop or publish (this) campaign, which bears a striking resemblance to a campaign published by the FedEx Corporation in February 2008." The entry won a gold Lynx. Fp7 Doha's non-clients are coming out of the box, pun intended. In Cannes Lions 2008, FP7 Doha won gold and silver in Press and another gold in Outdoor, becoming the first Qatar agency to win at Cannes and the first from the Middle East to win two gold and one silver Lions in a

year. The agency also had 30 entries shortlisted last year, the highest number among all global agencies at the festival. Parent company Fortune Promoseven, after a thorough internal investigation of its Doha office, issued a statement, as reported by Brand Republic, in part reading, "It seems our strict policies and procedures for awards entries were circumvented. This is clearly unacceptable to our company. It has been decided that FP7 Doha will hand back all of its awards from the Dubai Lynx festival, and has also been instructed not to submit any entries to Cannes Lions 2009.” FP7 stated moves for strict compliance for all future award entries, as well as corrective actions over staff responsible for the debacle, including a parting of ways.

JWT Australia will be the agency for Australia’s Department of Health and Aging creative and services for its National Sexually Transmissible Infections Preventions Program. The latest win strengthens JWT’s relationship with the Government. JWT Melbourne already handles the account for Victorian Government, which includes Problem Gambling.

Friendster and Sevenload announce global partnership

Friendster, Inc., the number one social network in Asia, and sevenload.com, a leading German social media network for videos, photos and Web TV content, announced their new global partnership for the Asia-Pacific and European markets. In the partnership, sevenload will promote Friendster’s popular social networking suite of features with an extensive on-site marketing campaign. Friendster, on the other hand, will implement sevenload’s video player technology and video application. 100 million registered Friendster users can consume, share and discuss sevenload video content with friends and other members online. sevenload, dubbed “German YouTube,” is a leading video sharing site. After several minutes of browsing the site and testing videos, sevenload proves to be as user-friendly as YouTube. The annoying buffering videos are still present though. Group accounts and video comments are also possible, with over 900 web TV shows available. may-june '09

globalroundup A better pitch: global body introduces new guidelines

In mid-May, the World Federation of Advertisers (WFA) and The European Association of Communication Agencies (EACA) issued new guidelines for pitch processes. The guidelines were created with regional or global assignments in mind, but also to provide reference where no national guidelines exist. Beyond focusing on the pitch process, the guidelines also make suggestions to improve general management of client-agency relations. adobo has not closely read the document yet, but we look forward to doing so and perhaps finding ideas and best practices useful to our market. The guidelines can be downloaded free online.

Colombo's Without Guilt’ cam

Grey Colombo wins Asia’s first ever Global Effie

Grey Colombo’s ‘Garments Grey paign for Sri Lanka Apparel has been announced as one of only two winners at the 2009 Global Effie Awards. In the six-year history of the Global Effies, this is the first time an Asian agency has received the prestigious honor. The awards honor campaigns that have proven effectiveness and creativity in four or more countries, on at least two continents within the

as the global destination for ethical manufacturing and sourcing. With a global marketing budget of under $US150,000, the campaign helped lift Sri Lanka’s garment exports from US$2.9 billion in 2006/2007 to $3.6 billion in 2007/2008.

Sailesh Wadhwa

As a recession brought strong cost-cutting pressure to the global garment industry, Garments without Guilt used digital and social-marketing techniques to position Sri Lanka

Google airs first-ever TV ads

Google became the dominant search engine— and a whole new verb—without a single TV ad. But now, to promote its new Web browser Chrome, they have given in. In May, Google aired its firstever TV ad in the US: a silent 30-seconder produced in Japan. in response to Microsoft Internet Explorer’s dominating market share. Chrome’s current market share is 1.4% which makes it the fourth-placer Web browser, after Internet Explorer (66.1%), Mozilla (22.5%) and Apple’s Safari (8.2%). Google mentioned in its company blog: “We designed Google TV Ads campaign which we hope will raise awareness of our browser, and also help us better understand how television can supplement our other online media campaigns.”

last three years.

Ajai Singh

“Our client was open to fresh thinking and new solutions, resulting in a bold and unconventional campaign that was path-breaking from its slogan to its implementation.. We have proven that modest budgets do not handicap the delivery of outstanding business results, even in global marketing campaigns,” says Sailesh Wadhwa, Grey Colombo’s Director of Strategic Planning & Brand Services. “We are proud to join the distinguished group of Global Effie winners," says that Ajai Singh, Grey Colombo's VP and Country Head.

WPP agency retains Land Rover account

Land Rover, under owners Tata Motors, retained its WPP agencies. It was reported that the car manufacturer was in discussions with the agencies about the account, globally held by WPP's Y&R, Wunderman and Mindshare. According to Mark Foster, Land Rover corporate affairs manager, the review was designed to create a more efficient communication structure. The account will now be centralized under the umbrella group Team Land Rover, consisting of strategic and creative teams, and media planning and buying. The British Government is currently talking with Tata, the India-based owner of Land Rover and Jaguar, for a possible US$1.5 billion support deal. It was in 2008 when Tata bought Land Rover and Jaguar from Ford at worth of US$1.7 billion.

may-june '09

And you thought we had problems A brilliant wall mural/billboard/flyer campaign, created by TBWA/Hunt/Lascaris in South Africa for The Zimbabwean newspaper. The billboard, wall mural and flyers are all made of real currency, the nearworthless Zim dollar. More examples on the campaign's flickr site:www.flickr.com/photos/trilliondollarcampaign/

you can see their optimism. I’m glad I came – it makes me feel better!

Exclusive

Nirvik on his new role: Last year I already ran South and Southeast Asia for Grey, and G2 in the Asia Pacific (direct marketing, branding and design, interactive, CRM, events & promotional marketing, trade and shopper marketing and data analytics). So two things are new: (1) Grey and G2 in the region report to one person; and (2) a few markets have been added on, mainly Australia & Japan. Strategically, it works for all of us because in Asia we have always prided ourselves on Total Communication. Nirvik walking the talk on Total Communication: My appointment to both Grey Asia Pacific and G2 speaks of the big change that Grey wants to commit to the industry. We were one of the first to drop “advertising” from our name, long before it was fashionable. We walk the talk. We’re good at that. We’re going to keep filling the blanks in our skill set; last year we made two major acquisitions in India and China toward that. A lot of clients and a lot of agencies talk about “wholistic” (total) "Shirt" Downy, Grey Kuala Lumpur

Total communication? That’s a Grey area adobo’s quick chat with recent Manila visitor Nirvik Singh, Grey Group’s recently appointed Chairman and CEO for Asia Pacific. by Irma Mutuc, from an interview by Angel Guerrero.

Nirvik on having the most fun with your clothes on What I like about advertising, when I started and until now, is you deal with different categories in the same day: tires at 10am, soap at noon, and shampoo at 2pm; child’s products, men’s, women’s, teens, old people, all in the same afternoon. I like the diversity that it allows you. He first spent 18 months at JWT (whose Manila office he can see from Campaigns’ lobby), before joining the agency that would later become Grey India. Nirvik on Manila in the shadow of the worldwide economy: Manila is the one place where there are still ads in the paper! The three or four categories

may-june '09

As long as the idea stays constant, the dynamism and the dynamics of the consumer’s environment dictate which part of that idea comes forward. where people have cut back in Asia — cars, real estate, hair and beauty, telco — are the three or four categories that are doing well here. There’s no real estate advertising left in Singapore, Japan, India or most places. I travel across the region, and in other places you can clearly see the shrinkage. Here, you walk the streets and talk to the people, and

communications – but 3-5 years ago it was a ‘good to have’ conversation, and now it’s a ‘need to do it’ one. Television will never be replaced for mass products. But all these other media are delivery mechanisms going into the consumer’s brain – TV pipe, print pipe, radio pipe, internet pipe, mobile pipe. The idea is still king. But now we take this one idea and execute it wholistically. That doesn’t mean you have to have the same baseline in 25 different touchpoints. As long as the idea stays constant, the dynamism and the dynamics of the consumer’s environment dictate which part of that idea comes forward. Nirvik on creative awards: We do need to up our creative game in Asia. The

BBH China launches revolutionary mobile campaign with WWF Bartle Bogle Hegarty (BBH) China has created a revolutionary game for the World Wide Fund for Nature (WWF) using a world-first mobile application that literally puts wildlife’s fate in your hands. The campaign uses a groundbreaking technology jointly developed by BBH China and social digital nature system (SDNS) company Qdero. Shijie Lens Technology is the first and only mobile application where the real and virtual worlds meet in real time. In a landmark step, BBH China created not only the idea but also partly the software. According to Carol Ong, senior copywriter on the campaign, "They said it couldn't be done, there was no technology for it. [They said] it hasn't been done for computers, it's impossible on mobile. So we decided to develop the software ourselves, partnered up with Qdero, and figured out the simplest way to read our complex environment. This is how the WWF mobile

app, and the Shijie Lens Technology it runs on, came to be." Central to the game is a virtual bear, struggling to adapt to an unfamiliar habitat: the surroundings of each user’s office, home, or city, seen through the eyes of their camera phone.

They said it couldn't be done, there was no technology for it. [They said] it hasn't been done for computers, it's impossible on mobile. So we decided to develop the software ourselves.

Once the application is downloaded from the WWF China homepage and the game selected, point the camera phone anywhere and you will see the virtual bear – and watch it bump into the same walls, trip down the same stairs and run from the same moving cars that you see around you. The technology tracks the real environment the bear is in and translates this into a 3D computer model that allows the bear to calculate its position on the phone screen. Ending with the message ‘Wildlife’s fate is in your hands’, the campaign also has a social component – through their phone, users can sign up directly to the WWF China webpage. Click "share", and the app opens a pre-written SMS that can be easily sent to everyone in the user's address book. Users can also act by spreading the word via email, blogs, and social media. “The game translates bio-diversity conservation into a simple visual language that is particularly appealing to the youth, whose support is increasingly vital to our conservation efforts” says Jing Hui, WWF China’s Director of Communications.

adobo on Nirvik: He will walk the talk on Total Communication (no BS here). He is proud of Grey’s creative output. He and Yoly Ong go back two decades; no secrets between them. He once competed for the national Indian tennis championship, has a collection of signed cricket bats, and has been quoted as saying, “no one remembers who came second.” He turned Trikaya Grey from a once-great but battered agency into one of India’s top 5 agency groups, in a re-engineering that is now a business school case study. He has built G2 into one of the largest marketing services networks in the region, and was directly involved with Incredible India, one of adobo’s favorite tourism campaigns ever.

"Pelican" John West, Grey Melbourne

fact is that reputations are built around awards, and on what you practice. From a cultural point of view we have to produce great work. Does great work necessarily have to win awards? No. Will it help if it won? Yes. … In any sphere of life, awards are a form of recognition — not a bad thing at all. You met Tim Mellors, so you can appreciate the size of the cultural shift.

Nirvik on Grey’s discussions with Campaigns: We are still having conversations. The Philippines is an important market, and Yoly (Ong) has done a fantastic job. We will cross that bridge when we have to; currently we have a large minority share.

His early life is the stuff of movies: a gilded childhood, with an athletic career cut short by the loss of both parents at age 17, and the loss of his mentor (Grey founder CEO Ravi Gupta) in his early thirties. But if the past is anything to go by, Nirvik’s Singh’s second act for Grey Asia-Pacific should be quite cinematic as well.

may-june '09

Photography: John Rensten / LPA

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

CANNES LIONS 2009 56TH INTERNATIONAL ADVERTISING FESTIVAL 21-27 JUNE When the going gets tough,

Change roars, at Cannes.

Cannes gets going.

Cannes Lions introduces change in three of its entry sections, aimed to improve judging in each respective categories.

Budget cuts, client pullouts, layoffs, closures and so on. The recession has made itself felt, and the Cannes Lions Festival is no stranger to that. In emptier planes, a less crowded Croisette and an overall somber tone, the economy is front and center. In the midst of such challenging situation, the industry draws light from the experts. Sir Martin Sorrell leads the Cannes Debate with a panel of global marketing leaders; consulting giant Pricewaterhouse Coopers lays out a five-year forecast; Diana Verde Nieto, founder/CEO of Clownfish, shares communication strategies to inspire sustainable consumption; and Richard Rosen, President and CEO of global marketing consultancy ROSEN introduces a model to deliver accountability and profit at less cost. By the tone of each, there’s still a great amount of positivity in the aftermath of this financial crunch. The digital world is also well-represented, with Obama campaign strategist David Plouffe and Google CEO Eric Schmidt both speaking, and Microsoft’s Steve Ballmer receiving the Media Person of the Year Award. Tough times it may be, but the Cannes Lions remains to be a celebration – of opportunities, success and creativity.

Revision on Categories and Entry Written submission Revision on display of credits to ensure acknowledgement of Media Agency Restructured judging to place more emphasis on the outcome of each media case

MEDIA LIONS

Criteria are as follows: Insight, Strategy and the Idea (35%) Creative Execution (30%) Results and Effectiveness (35%) DIRECT and PROMO LIONS Revision on Entry submission forms Amendment in the voting criteria to place more emphasis on results

4 themes for 2009 Redefining Consumer Engagement A world saturated with branded messages calls for original user experiences and ultimately, a new definition of ‘consumer engagement.’ The Global Downturn How are marketers and agencies adapting to the new world order? Social Media in Practice Building consumer relationships in the virtual crowd. Changing Agency Models Changing from the inside to stay ahead.

MASTER CLASSES

What do to creatives Alex Bogusky, Tham Khai Meng, and Bob Greenberg have in common with marketing experts Jonathan Mildenhall (Coca-Cola) and Michael Mendenhall (HP)? They're all speaking at MASTER CLASS, the second installment of a popular Cannes series. This class caters to young creative and marketing talent, and is a much-anticipated part of the Young Lions experience.

PHILIPPINE PROSPECTS

In 2008, the Philippines bagged a Bronze Media Lion, via DDB DM9JaymeSyfu's Gabriela “Duct Tape” ad, along with 14 shortlisted ads. It was a hard landing after the glory of 2007, when the Philippines came home with a perfect trio of Gold (JWT/Radio), Silver (BBDO Guerrero/Film) and Bronze (O&M/Outdoor). The sparse harvest was thrown into relief when even (un)usual suspects like Vietnam, Indonesia, Sri Lanka and Korea all managed to outscore us in the Asian tally. But 2009 brings new hope. Our ADFEST medalists may surface in Design, and the country's nine first-cut selections at One Show (including one radio ad) are encouraging. The agencies have been going hard for Cannes all year. By focusing resources on fewer but presumably better entries, perhaps 2008's lessons will make for an encouraging 2009. may-june '09

CANNES LIONS 2009 56TH INTERNATIONAL ADVERTISING FESTIVAL 21-27 JUNE 30 Judges from Asia vote on the world's best work. FILM Jury President: David Lubars Chairman Chief Creative Officer BBDO North America Toshiya Kono Executive Creative Director, Team Leader of Kono-Team Creative Division, Hakuhodo, Tokyo, JAPAN Agnello Dias Chief Creative Officer TapRoot, Mumbai, INDIA Sompat Trisadikun Executive Creative Director Leo Burnett, THAILAND PRESS Jury President: David Lubars Chairman, Chief Creative Officer BBDO North America Tiger Fu General Manager Lintas, Shanghai, CHINA Wiboon Leepakpreeda Chief Creative Officer Monday, Bangkok, THAILAND Abhijit Avashi Executive Creative Director South Asia, Ogilvy & Mather, Mumbai, INDIA John Merrifield Creative-at-Large TBWA\Asia Pacific, SINGAPORE OUTDOOR Jury President: Akira Kagami Executive Officer, Global Executive Creative Director DENTSU, Tokyo, JAPAN KS Chax National Creative Director Draftfcb+Ulka Mumbai, INDIA James Dennis Makanas Creative Director BBDO Bangkok Bangkok, THAILAND DIRECT Jury President: David Sable Vice Chairman, Wunderman Leena Basrur Executive Chairman Direxions Marketing Solutions Mumbai, INDIA

Masaru Kitakaze Creative Director Hakuhodo Tokyo, JAPAN

Ashish Khazanchi National Creative Director Publicis Ambience, Mumbai, INDIA

Farrokh Madon Executive Creative Director McCann Erickson Singapore, SINGAPORE

PROMO Jury President: William Rosen President, Chief Creative Officer Arc Worldwide North America

Dominic Stallard Executive Creative Director Regional Unilever (Asia) Lowe Thailand Bangkok, THAILAND MEDIA LIONS Jury President: Nick Brien President Chief Executive Officer Mediabrands, USA Lynn de Souza Chairman Chief Executive Officer Lintas Media Group, India So Yamada Communications Planner Dentsu Inc., Japan Prashant Kumar Chief Executive Officer IPG Mediabrands, Petaling Jaya, MALAYSIA CYBER Jury President: Lars Bastholm Chief Digital Creative Officer Ogilvy North America Yoo Shin Lee Creative Director Cheil Worldwide, Seoul, KOREA Koichiro Tanaka Creative Director Projector, Tokyo, JAPAN Meera Sharath Chandra President, National Creative Director RMG Connect, Mumbai, INDIA Benjy Choo Creative Director Kilo Studio, Singapore RADIO Jury President: Matthew Bull Chief Creative Officer Lowe Worldwide, South Africa Dave Ferrer Executive Creative Director JWT Manila, Manila, Philippines

Yoshiki Seki Communications Director Asatsu-DK, Tokyo JAPAN Atul Nath Managing Director Candid Marketing, India TITANIUM and INTEGRATED LIONS Jury President: David Droga Founder & Creative Chairman Droga5, USA Edmund Choe Executive Creative Director Greater China, Saatchi & Saatchi, Shanghai, CHINA Prasoon Joshi Executive Chairman, Regional Executive Creative Director, Asia Pacific McCann Erickson, Mumbai, INDIA DESIGN Jury President: Sylvia Vitale Rotta Chief Executive Officer Team Créatif, Paris, France Sujata Keshavan Guha Managing Director Executive Creative Director Ray+Keshavan Bangalore, INDIA Morihiro Harano Creative Director Drill Inc. Tokyo, JAPAN Ali Shabaz Executive Creative Director JWT SINGAPORE PR Jury President: Lord Tim Bell Chairman Chime Communications London, UNITED KINGDOM

The 56th Cannes Lions International Advertising Festival presents a series of seminars that takes on the new definition of “Consumer Engagement” Coke’s new winning formula. In a case study style discussion, CocaCola Company and Sapient executives will provide insights in combining real and virtual branding, turning traditional brands into a unique experience. Speakers: Freddie Laker, Director of Digital Strategy, Sapient; Carol Krusse, Vice President of Interactive Marketing, The Coca-Cola Company; Anthony J. Phillips, Global Marketing Manager, Consumer Marketing Innovation, The Coca-Cola Company Ideas that Spread. The fourth Wildfire seminar presents a vision of the future of interactivity. Leo Burnett and Contagious magazine will sit down to discuss the creative and strategic potential of digital technology, brought by the increase in consumers’ connection with online and mobile media. Speakers: Paul Kemp-Robertson, Editorial Director, Co-founder, Contagious; Mark Tutssel, Chief Creative Officer, Leo Burnett Worldwide; Tom Bernardin, Chairman and CEO, Leo Burnett Worldwide Riding the Content Tsunami, Navigation for an On-demand World. The way people consume media has fundamentally changed, and this seminar promises a conversation to explain the new definition of “channel”. Presenting an interesting look at new content and the future of navigation design. Speaker: Dale Herigstad, Chief Creative Officer, Schematic Cinema: The Only Medium that Hits All of the Senses. With the use of cinema, marketers and agencies can engage with the audience in at least five ways - sight, sound, taste, touch, smell. The Screen Advertising World Association, trade body for global cinema contractors, will demonstrate ways to ensure that audiences are participating and interacting with a product no other medium can achieve. Speakers: World leaders in the industry from Dolby, Christie Projectors, Bug, Unique from Norway, and Audience Entertainment from New York. Convergence and the cultural phenomenon. Alternative reality games (ARG) provide a venue, through broadband and mobile, for people to interact with their favorite entertainment properties, products or brands. The seminar samples the success of the "Dark Knight" movie campaign in reaching over 10 million people using ARG and viral marketing, inviting them to become passionate citizens of Gotham City. Utilizing ARGs can make the audience an effective form of engagement, transforming the casual to loyals, and loyals to brand advocates. Speakers: Susan Bonds, President and CEO, 42 Entertainment; Alex Lieu, Chief Creative Officer, 42 Entertainment

may-june '09

CANNES LIONS 2009 56TH INTERNATIONAL ADVERTISING FESTIVAL 21-27 JUNE THE Jury of fury 2009 Cannes Jury Presidents

Dave Lubars

Akira Kagami

David Sable

Nick Brien

Matthew Bull

Lars Bastholm

Dave Lubars Chair, Film & Press Juries

“Now more than ever, we need to give clients brilliant and sparkling ideas that can be applied to their unprecedented problems. We need to give them inspired genius executed on shoestring budgets. We need to give them gargantuan ideas that can create sunlight where there seems to be none. This year Cannes will end up being more than an awards show. It’ll be a primer on how to take the power of creativity out for a ride, press the pedal down, and see what it can do on a bumpy road.” Dave Lubars’ work for BMW Films both defied genre and defined a genre. Those working in the industry in the early 2000s will remember the sensation they caused. The campaign was the first recipient of a Titanium Lion – a category it helped create, and for which Lubars himself was Jury Head in 2006. Today, the films are in the permanent collection of New York’s Museum of Modern Art, and the genre they spawned – ‘viral film’ created and seen for the internet – has become a medium all its own. Last year, HBO Voyeur proved that Dave Lubars has still got it. This year, he’s reportedly stored up sleep and rest to chair the Film and Press juries. It's amazing - to the point of irony - that a world-class art director like Ferrer is also one of the country's best in radio. A medium which in theory has no visual element whatsoever. Much as Tony Hertz has observed, Radio is a medium about ideas, not scripts. And I was immensely proud that [Ferrer] won a gold during my watch as jury chairman. No doubt he will do the country proud in this year's jury.

Bill Rosen

DAVID GUERRERO chaired the Cannes Radio Jury in 2007, the first Asian to do so. He is Chairman/CCO of BBDO Guerrero.

David Droga

Silvia Rotta

OUR MAN IN CANNES Lord Tim Bell

may-june '09

First-time Radio Lions Juror Dave Ferrer

Thoughts for Dave: 1) Take many breaks. Shake your head to remove residual vibrations in your ears. 2) Stare outside the window, if they put you in a room with a window. It helps a lot. 3) Don't read the translations first. 4) Even if you detest something in the shortlist, it stays there. We tried. 5) Speak up for the commercials you love. Even if no one else gets it. 6) Select scripts from the folder to bring home and show your creatives. (You save on souvenirs, and really, they can use the inspiration.) LEIGH REYES served on the Cannes Radio Jury in 2008. She is ECD of Y&R Philippines.

Lights, Camera, Cannes!

…and two more got the chance to fly to Cannes and take part in the prestigious Young Lions competition. How? Well, YouTube made it possible. On May 15, the online video community released the brief for a 60-second ad for a top international charity. After 48 hours, the competition closed. Winners were selected based on creativity, number of views and video ratings. The duo fills the 38th spot in the Young Lions and representing Team YouTube. Mofilm selects 12 winners in its User Generated Content brand contest, to win $100,000 worth of brand prizes and whose works will be on display at the festival. The top 3 finalists are invited to Cannes in an all expense paid trip. Not just that, there’s additional prize money of $21,000 up for grabs, and the winning finalist gets $12,000 and an apprenticeship with award-winning director Spike Lee.

Kodak sponsors young talent at Cannes Lions Advertising Festival

David Droga Chair, Titanium and Integrated jury

With 48 Lions and 3 Grand Prix to his name, David Droga is eminently qualified to Chair the Cannes 2009 Titanium and Integrated jury. Droga's deviant-but-brilliant ideas brought him to international notice early, helping him to be named creative director at age 21. His preceding roles include Worldwide Chief Creative Officer of Publicis, Executive Creative Director of Saatchi & Saatchi London, and Regional Creative Director of Saatchi & Saatchi Asia. Droga founded his own agency, Droga5, in 2006. He launched with an insanely viral ad entitled “Still Free” for Ecko Unlimited. The campaign won a Gold Lion that year. Yet in a move befitting the judge of ‘Titanium and Integrated’, Droga is also behind the success of the multi-awarded Tap Project for UNICEF, together with 13 big agencies all over the United States. The campaign bagged the 2007 Cannes Lion Titanium Award for Creative Innovation. "As one of the world's most-awarded and visionary creative leaders, David embodies what the Titanium and Integrated competition stands for. An activist for pushing the industry's boundaries, we are honored that David will be at the helm of this cutting-edge category," said Festival Chairman Terry Savage.

A decade after the Commercial Film Producers of Europe (CFP-E) established the Young Director Award (YDA) Kodak’s support of the former’s creative talents in commercial film production continues. At Cannes Lions on June 24, the YDA winning commercial directors will show to thousands of advertising industry networks from 94 countries through strategic promos in the UK’s Shots magazine and uploaded on the YDA website. The YDA winners’ next project will be plied with Kodak Color Negative Film. Nicole Phillips, Segment Manager, Image Capture Commercials, Kodak Entertainment Imaging said, “Directors are skilful in using subtle variations in colors and contrasts to create moods and textures to evoke emotional responses, nuances in visuals need to be experienced because images are the heart of the story. The CFP-E competition is one way we can recognize excellence in this demanding and sharply competitive art form.” may-june '09

Young Lions Den

CANNES LIONS 2009 56TH INTERNATIONAL ADVERTISING FESTIVAL 21-27 JUNE Prologue: The Only Way to Start, From the Very Beginning Once upon a time, in UP Los Baños department of Development Communications, there was a young man named Nicolas Abrenilla. Kulas, as he was commonly called, came from nerdy stock called Researchers, and it was written in the stars that Kulas would walk in the manner of his predecessors. It did not take long for Kulas to realize that he was a round peg in a class of squares. The adventurous Kulas dreamt to be freed of his pegged life and went to a far away land. Kulas returned, a young man reinvented as Graphic Designer. Meanwhile, in UA&P, a paral-

brazen Peepo, the newbier. Such is the culture in DentsuIndio. A partnership begins forging. The Kulas and Peepo Show starts production. The DentsuIndio Duo is on its mark and ready to go. Scene 2: Raw School: Is this Graded? Or Pass-Fail? Taking part in Principal Third Domingo’s Raw School, Kulas and Peepo are two of the non-descript but eager young Creative students. Peepo is reunited with his Master. The DentsuIndio Duo attends lectures featuring the Advertising Aces. In an effort to boost attendance and pep up the class, Principal Third initiates competitions. Kulas and Peepo produce a good start, winning for ads created

"There are no fruit shakes in Cannes!" After Boracay, it was back to [supermarket] wobblers and shelf talkers.

lel galaxy far enough, Josemaria ‘Peepo’ David was undergoing a spiritual transformation. Mentored by Master Prodigy Third Domingo, Peepo nurtured visions of entering the realm of Advertising. The young Peepo’s dreams consumed him. Nothing would stop him from completion. Peepo prodded and probed. Tormented. Tortured. But the underling endured. The road to Advertising beckoned. Scene 1: Kulas Meets Peepo: Chutzpah you do? The real world in real time. The location: DentsuIndio. Kulas and Peepo meet when the latter joins the agency and is assigned to the team of Kulas, himself a newbie. Peepo turns out to be unabashedly vocal with his ideas. Instead of taking up arms and going on lockout, Kulas and company are quite taken by the brash and

may-june '09

for adobo magazine. Kulas also wins for his ad for Kate Spade notebooks. However, Raw School’s big competition is challenging the Iron Creatives, the likes of creative director Eugene Demata and the husband and wife tandem of Joel and Kat Limchoc. Principal Third promises the winners free delegate passes to the Creative Guild Kidlat in Boracay. The campaign is for fire extinguishers. It does not start well for the DentsuIndio Duo. Tonypet ‘Swami’ Sarmiento slams them. “Never use sex to sell a product. Use sex only to sell sex, says Swami ” David ‘Guru’ Guerrero guns them down, “You should have used the cigarette smoking part after sex…” Kulas, says “Sorry, we’ve never had sex,” sheepishly. “Really? Well, maybe not with a woman,” Guru grates.

The Jury goes out. DentsuIndio Duo awaits judgment. The Jury returns and issues its verdict: Kulas and Peepo’s radio ad is better than the Iron Creative’s. Joel Limchoc chides the Jury: “What’s wrong with you!?” Probably one of their most embarrassing experiences in front of their peers becomes their finest moment as well. The DentsuIndio Duo is away to Boracay. Scene 3: The Sands of Boracay: Jonah’s Fruit shakes Revealed Boracay bound, Kulas and Peepo immerse themselves in everything Cannes. Eyes set on the south of France, beyond southern Phillippines. The DentsuIndio Duo enters Young Kidlat bright-eyed and confident. Too self-assured, in fact, they think they’ve got it nailed early. They relax and binge on Jonah’s Fruit shakes. When peers label their work “sucks,” they do exactly that and more: suck their thumbs, bite their nails, and panic! Like the neophytes they really are. Time for more Jonah’s. Kulas and Peepo stare at the sands of Boracay and consider burying themselves underneath. Deadline was drawing near, and it was about time to call it quits and cry “Pass!” That’s it! PASS! Gather friends, shoot, edit, submit. It is 4:59PM. Trek back to Jonah’s. Due to technicalities, Kulas and Peepo, actual third placers in the Young Kidlat, win the coveted award. In a daze, the DentsuIndio Duo is Cannes-bound. Scene 4: The Caper of the Century: Cannes We Pull This Off? The real world in real time. The location: DentsuIndio. Lawin Bulatao and Randy Tiempo shake their heads, tsk-tsk-ing away their amazement at the hat trick. Angeli Beltran Lambsdorff believes not even the earthshaking 4-song encore E-Heads Final Set can beat this stunt. Kulas and Peepo can survive Cannes, provided they lived through the gibes. Basking in the euphoria, but bearing the brunt as well, words of wisdom borne of experience come Kulas’ and Peepo’s way. And they embrace every bit of it. Everything old is new again. The DentsuIndio Duo Cannes see it.

2005 Ben Berdin Carlo Jimenez JimenezBasic

2006 JP Cuison Cey Enriquez Leo Burnett (then and now)

2007 Nonie Tobias Mela Advincula Leo Burnett Won Asia’s first Silver Young Lions

2008 JB Bangoy Gigay Quipanes J. Romero

IDEAS CAUGHT ON CAM! Young Lions Film Competition The team of two creatives receives a brief from an organization chosen by the Festival. Then, they have two days to shoot and edit a 30second commercial, created entirely on a mobile phone. To be judged by the Film Jury, the winners will be awarded with Gold, Silver, and Bronze Medals. The creative duo that bags Gold will receive their prize on stage at the Film Lions, Titanium and Integrated Lions Awards Ceremony on June 27.

You know you've made it in Manila when you're in a text joke: Mama Millipede to Baby millipede: Hey sweetie, what do you want for your birthday? Baby millipede: I want Havaianas! Mama Millipede: Masaya ka! (You must be mad!)

In 2002, the owner of Terry SAHavaianas Philippines, Anne Gonzales decided to mine a fashion-footwear niche that did not require massive introduction. Flip-flops. Long a part of local culture befitting the tropical heat, Filipino use of the flip-flops had been limited to the beach, the pool, or purely for home. Image and marketing needed to address poor quality, absence of design, and most importantly, limited imagination of benefits other than standard comfort.

Thanks to tales of Havaianas worn by European clubbers, Gonzales and husband got to work. Soon, Havaianas was floating its way to Philippine shores. “Havaianas did not invent flip-flops, but it certainly elevated it in terms of design, quality and image,” declared Gonzales, who has faith in the local market despite gloomy global economics. In fact, she is confident of further growth in 2009. “We are encouraged by continued interest in the brand even beyond Metro Manila,” she added. Gonzales attributes the expansion to the brand’s increasing local customer base and profile over its six years in the market. Originally sold through boutiques and select specialty retailers, Havaianas

may-june '09

has recently opened stand-alone stores in key cities to meet market demands. Its expanding customer profile is proportional to the speed of information. Young and trendy, Havaianas customers purchase multiple pairs each season. And with latest releases and special designs easily found online, they create a demand on the Philippine distributor to produce pronto! “Customers now really know what

one of the earlier magazines they placed with. Instead of [being] in widespread fashion magazines, the brand was placed in a publication with a narrower readership base comprised of influencers and leaders in design,” she explained. “In the Philippines, our campaigns have been very well received. Our events are popular, people have their photos taken beside our campaign materials, banners and other collateral have been stolen and a few people asked if they can buy some of our displays,” Gonzales revealed. The brand has also enlisted hot graphic designers Kustaa Saksi and Toki Doki to create international designs. On the local scene, Make Your Own Havaianas is gaining massive ground. Flip-flop-fanatics end up amazed at what artists

Havaianas

The Brazilian invasion they want and it is very important for us to listen to them constantly. Several designs and improvements are direct results of customer feedback. We have actually created styles, designs or colors specifically for the Filipino customer,” Gonzales commented. Perhaps the success of Havaianas lies in the brand’s ability to add style and uniqueness to their promotions. “When Havaianas began advertising internationally, Wallpaper was

they could become. Havaianas, already synonymous to fun, still looks at many opportunities to get creative, new and fresh ideas from the brand. “Make Your Own Havaianas is not [all] we have planned. For us it is about engaging the consumer and using the product itself in the activities and campaigns that we create,” says Gonzales. “The Havaianas Flip-Floats that we gave away in Boracay was a concept by our Australian

distributor. They gave away the massive slipper rafts in Bondi Beach and formed a massive chain of people on the rafts that actually made it to the Guinness Book! Our concept differed in that we gave away hundreds of flip-floats to beachgoers wearing Havaianas,” she revealed. The Havaianas Beach Bar, first introduced in last year’s sem break, served the Tropical Spike, a special Philippine version of the Brazilian national cocktail Caipirinha. Havaianas Terry SA is about delivering its global message in a local way, and Gonzales and company have been a success. Aside from the summer campaigns, Havaianas had traffic-stopping window displays in Rustan’s from 2006 to 2007. In February 2008, it held the Havaianas Free Kick at the Bonifacio High Street, where attendees won exclusive Havaianas items by scoring a goal in the world’s most popular sport of football. So it is that the brand named after Hawaii (in Portugues) has come to stand for Brazil. Havaianas has transformed along with its customers, from the field workers who first designed the durable yet comfortable rubber contraption to those who spend a fortune on foot spa. From coffee planter to celebrity and punter. Not bad at all.

The writer owns a pair of Amarelo from the Havaianas Top series. Though the flip-flop came undone against the Subic Bay high tide current off Bataan (coastal province in Central Luzon), it remained in one piece and was repaired with one easy little tuck. Havaianas has won the writer’s amazement and admiration.

Marcello Serpa, partner and general creative director of AlmapBBDO of Sao Paulo, Brazil, is the most awarded art director in Brazil. Under Serpa, AlmapBBDO has won 76 Lions and 45 Clios, was named by the Gunn Report as the most awarded agency in the world for two years in a row, and was named Agency of the Year at Cannes in 2000. In 2008, Serpa received the international Clio Awards Lifetime Achievement Award at the age of 45. Serpa won Latin America’s first Cannes Lion Grand Prix in 1993 for his work on Antarctica. In 1998, he became the first Brazilian to preside over the jury of the London Festival. In 2000, he made it to Cannes as the first Latin American and the youngest ever to preside over the jury-a revolution in a historically Anglo-Saxon influenced festival. Serpa was the first Brazilian Art Director recipient of a Golden Pencil at the One Show in 1998 and became the most awarded Brazilian at the Art Directors Club in New York. The acknowledged heart and brains behind Havaianas campaigns leading to brand’s meteoric rise, Marcello Serpa demanded nothing less than a complete re-imaging, with a new slogan “Everyone wears it.” Higher social classes were featured wearing the brand, and the campaign appeared in high-end fashion and design titles like Wallpaper. Havaianas doubled its sales and created multiple versions of the product, at even higher prices.

bookreview What I Talk About When I Talk About Running Haruki Murakami reviewed by

Mart Miranda

his is the memoir of Haruki Murakami, an acclaimed novelist who started running at the old age of 33. He has finished 24 full marathons (26.2 miles), 6 triathlons and 1 ultra marathon (62 miles). This is not a self-help book on running or how to improve your speed. It is a runner’s travelogue with a philosophy of life, for runners who ask themselves after every race why they run and keep on running. Here’s one reason: “Muscles are like animals, they want to take it easy as possible; if pressure isn’t applied to them, they relax and cancel out the memory of all the work. I have to show my muscles who’s the boss.” This guy brings out the best of the world of runners. It reminds me of Leonardo da Vinci’s seventh Da Vincian

Most runners run not because they want to live longer but because they want to live life to the fullest. Principle: sensazion, the continual refinement of the senses, “special sight”, as the means to enliven experience. Murakami describes ”whenever the seasons change, the direction of the wind fluctuates like someone threw a switch. And a runner can detect each notch in the seasonal shift in the feel of the wind against our skin, its smell and direction. “ Like golfers who travel the world to discover different courses, the book inspires you to run longer distances, to travel the world’s marathon cities: NY, Boston, Hawaii and Murakami City (an actual

principality in northwestern Japan). Murakami brings you from New York to Jingu Gaien Tokyo, Okinawa, Hakone and his home Kanagawa. On one trip, the novelist ran 26.2 miles from Athens to Marathon, Greece — a small friendly village, site of the first-ever Olympic Marathon and the place where, several thousand years ago, the Greeks defeated the invading Persian army. His philosophy and the rest of what’s in the runner’s mind applies: “The end of the race is just a temporary marker without much significance. It’s the same with our lives. Just because there’s an end doesn’t mean existence has meaning... perhaps as an indirect metaphor for the fleeting nature of existence... very philosophical but in words, but as a physical sensation. “ Murakami’s other analogy is, “Even though I’m not doing much running, my knee has started to hurt. Like most of the troubles in life it came on all sudden, without any warning.” This reminds me of a saying that some animals can outrun a human being, but only man can finish a 42K. I would recommend this book to anyone thinking of running, but especially to advanced runners who have been running at least 10k to 42k. This will allow the reader to discover his own personal standards. I’ll close with another quote: “People sometimes sneer at those who run every day, claiming they’ll go to any length to live longer. Most runners run not because they want to live longer but because they want to live life to the fullest.”

MART MIRANDA is the founder of equipment supplier Videosonic. He has been running for 15 years, and has been in 2 1/2 marathons. His personal best time is 2hrs and 30mins. may-june '09

SCREEN vs PAGE: Slumdog Millionaire/Q&A SLUMDOG MILLIONAIRE by Prasoon Joshi

eviews gush, audiences cheer, children from a slum in India walk the red carpet, a slew of international awards and 8 Oscars find their way to Slumdog Millionaire. For a film that nearly went straight to DVD, Slumdog Millionaire surely came a long way. No wonder Danny Boyle didn’t mind doing the “tigger” jump on stage. The film dramatically begins with a multiple-choice question typed on the screen. “Jamal Malik is one question away from winning 20 million rupees. How did he do it? A) He cheated. B) He’s lucky. C) He’s a genius. D) It is written.” It poises itself between luck and fate, in a way paying tribute to the Indian notion of destiny.

To me, Danny Boyle’s perspective is more than interesting. Unlike in many cities, Mumbai’s slums are not relegated to far-off shantytowns; they rest cheek to jowl with the ordinary and the monied classes. The story of Jamal is that of a young Indian boy from a slum in Mumbai. Amidst poverty and its ills he finds himself on the brink of realizing a dream — on the hot seat of the Indian version of ‘Who Wants to Be a Millionaire?’

may-june '09

As Jamal explains how he — largely undereducated and impoverished — knows the answer to every question on the show, he simultaneously reveals several stories; that of loss, of survival in abject poverty, of two brothers torn by more than circumstance, of the temptation of crime and also an aching love story which provides the fuel to overcome the odds. Told in flashback vignettes, it’s an emotional roller coaster. Many viewers find themselves smiling one minute and grimacing in revulsion in another. After all, it’s not common to kickstart a fairy tale with a torture scene. From being garlanded with epithets like ‘timeless classic’ to ‘Dickensian’ to ‘tonic for the soul’, to the other extreme of being berated as ‘poverty porn,’ exploitative in nature and catering to Westerners’ stereotype of third world countries – both glory and the criticism have been doled out in abundance. It is a fact that in India Slumdog and its dubbed Hindi version did not receive as enthusiastic a response as outside. To me, Danny Boyle’s perspective is more than interesting. Unlike in many cities, Mumbai’s slums are not relegated to far-off shantytowns; they rest cheek to jowl with the ordinary and the monied classes. A posh building and the slum are neighbors, sharing the same street name and postal code. Often this everyday existence recedes into a backdrop, somehow blindspotting their throbbing existence into a familiar hum. Danny Boyle brings in a new eye, a different perspective that weaves the story not set in a slum but about a slum. The screenplay by Simon Beau-

foy is first rate-tight and perfectly etched. The performances, especially that of Jamal’s elder brother – underrated as it was – were brilliant. The lush cinematography (by Anthony Dod Mantle) and brisk editing keep pace with the general sense of chaos that permeates the Indian way of life. Vivid imagery keeps you rooted to your seat, allowing you a break only to tap your foot to the pulsating score. The famous ‘Bollywood’ style of music provided by AR Rahman is good, his use of percussion exemplary. This is just one gem from this uber-talented musician, whose body of work is staggering and, frankly speaking, a few Oscars late. A rags to riches story where things turn out fantastic after a hard life does seem to strike more than a chord with the audience; particularly in the west, whose material meltdown has had on impact on their emotional state as well. This timing has played its role in the film’s success no doubt. What seems to hit home is, if money and happiness can be found even after abject poverty and abuse, there must surely be ‘hope’ for those who face lesser difficulties. In a way it appeals to the underdog lurking in many of us – which feels exalted at the triumph against all odds. Changing the lens, if one was to peel a layer – without commenting on whether it was a realistic or unrealistic portrayal — the fact remains that is was not a sensitive one. It is not a nuanced portrayal but a broadstroke. Slums are a reality not just in India but many cities in the world. In India and especially Mumbai, common and in our face as it has become, there is no taking away the inhumanity

of it. Sure, the filmmaker is not attempting to make an informative documentary. But to render poverty as a kind of ‘exotica’ tinged with a celebratory aspect is a bit disturbing. It would be scary if the interest it evokes is similar to City of God, which has resulted in slum tours being organized under the same name in Brazil. Having said that, Slumdog has many things going for it. One of the key aspects is its refusal to be contained in a particular genre, whether drama, thriller, comedy, romance, musical. What makes the film work is the Bollywood ‘Masala’ nature of it all—a bit of everything. At the heart of all of which is the idea. Credit to the author Vikas Swarup here, from whose book the film is adapted. The simple notion – that life can teach you more than books. It’s a superb thought. Plain as it may seem, I strongly believe that what you can articulate simply goes on to resonate widely.

Executive Chairman & Regional ECD for Asia Pacific of McCann Erickson Mumbai, PRASOON JOSHI is also a household name for his poetry and Bollywood lyrics. His song for the acclaimed film Foray Rang De Basanti (with music by AR Rahman) made it to the top 15 list for consideration for the Oscars. But advertising remains his first love.

Q&A by Nirvik Singh

T Long before the film, Q&A had already been translated into 14 languages.

he protagonist, abandoned as a baby, grows up in an orphanage until adopted by an Indian Christian couple. The couple split and he is left in the care of the parish priest. A lot of the religious leaders are uncomfortable not knowing this boy's antecedents. They decide to give him a name that is part Hindu, part Muslim and part Christian: Ram Mohammad Thomas. (Compare the texture in that one fact -- the hero's name -- to the film, whose hero is innocuously named Jamal Malik.- Ed.) The story revolves around the boy, who wins a billion rupees on a Who Wants to Be a Millionairestyled game show. Given that he is illiterate and the show's producers are corrupt, Ram Mohammad, Thomas finds himself in jail. A good Samaritan NGO lawyer takes him home, and through watching the quiz programme and his answers, the protagonist's life story is revealed. His story, and its connections to the issues behind each question, are incredible but fascinating.

The book's individual chapters lay out individual stories. Beyond the love story dwelt on in the film, the author attempts to expose the underbelly of Indian society and the harsh realities that some sectors face. Homosexuality, brutality, decrepit living conditions, the loneliness of a fading actress, mind, racism, and deceit are all part and parcel of RMT's life. Each chapter deals with these topics with sensitivity and yet fairly graphically. I enjoyed the book thoroughly. Simple, beautifully written ... Incredulous yet possible. Two thumbs up.

NIRVIK SINGH is Chairman and CEO of Grey Asia-Pacific. He enjoyed the film of Slumdog, but found the book ‘sensational’ when he first read it three years ago.

may-june '09

Mad About Pitches

Who will win Advertising’s very own reality show? Illustrations by Jed-Angelo Q. Segovia

uch has been made of the impact of the economic crisis on the ad industry. Pundits have written about the consumer’s changing media habits, the shift from tri-media to digital and, of course, the incredible shrinking adspend. Everything but the one remaining elephant in the room: the increasing number of new biz pitches. In the good old days (as agency managers fondly call the 1980’s and early 1990’s) a pitch was a privilege exercised only by the biggest of advertisers— and even then, only once every few years. To be invited to participate in such an event was an honor, a recognition

of your agency’s standing in the industry. Nowadays, advertisers throw pitches so frequently, it’s like the ubiquitous reality show. Agencies compete in weekly challenges. Clients vote to determine the winner. And if one shop stays in the bottom three long enough, it’s booted out…of business. Each pitch is a melee between three to eight agencies. Often, a big multinational agency may find itself competing against a local creative boutique or a below-the-line agency. Often the pitch extends to a second round. Returning for a third and final round is rare, but becoming more commonplace. Sadly, too, the bone of contention feels more and more like a real bone. Clients used to award entire brands; today, no one bats an

Many calls to pitch start with an advertiser’s desire for change. Sometimes, it’s a change of ideas; sometimes, it’s simply a change of advertising partners.

may-june '09

eyelash when it’s just an activation project. In fact, fighting tooth-andnail for a short-term campaign seems perfectly reasonable, compared to a corporate calendar, a product catalogue, a brochure or a tagline without a campaign attached—each of which was the subject of a pitch last year. No one needs to ask how or why the scramble for new business reached such a fever pitch (um, yes, pun intended). But industry players want to know what the Philippine Association of Accredited Advertising Agencies (4As-P) is doing to discourage the unfair practices that accompany a free-for-all. Take the lack of compensation, for one. According to the 4As-P, each member agency must charge a standard pitch fee of PHP30,000. But almost all clients balk at such a fee, even though it is a bargain. Many agencies spend upwards of PHP100,000—not counting man hour cost—to win a single piece of new business. In fact, the bigger multinationals can shell out a million pesos to produce presentation materials alone.

So why charge a measly PHP30,000? Introduced (but not enforced) by the 4As-P almost two decades ago, the pitch fee was part token, part deterrent. Of course, the money helped to defray agency expenses of mounting a presentation, or at least, to pay for the overtime food. More importantly, DDB head and former 4As-P President Susan Dimacali says, “It’s symbolic, a step which reflects client recognition that pitches do entail costs to the agency and should be compensated for.” Petron’s VP for Marketing, Charmaine Canillas (who is also the chairman of Adboard as well as president of the Philippine Association of National Advertisers), mirrors that thought. “When you ask an agency to do something for you without guarantee of award, it is only fair that you pay a pitch fee. You are, after all, tapping the resources of a business entity,” Canillas says. “By paying a pitch fee, client defines the business parameters of the engagement, such that there are no hard feelings when things don’t pan out.”

Ideally, the pitch fee also discourages the advertiser from inviting every ad supplier in the city. Including the client’s “brother-in-law’s tarpaulin signboard-making company. The one that claims they can also do effective advertising,” says Jev Ramos, Campaign & Grey’s head of New Business, albeit halfjokingly. However, for every agency that charges for a pitch, there are nine more who are willing to participate for free. So stiff is the competition, that some agencies will put up with almost anything. This fact is not lost on the advertiser. Aside from insisting on the waiver of fees, he may think nothing of calling five or more parties to present a buffet of ideas, from which he can graze to his heart’s content. This industry cattle call is the most common complaint from heads of creative and media agencies alike. Few advertisers can justify a cattle call. One such client is Petron, the state-owned oil company, which invited eight agencies to bid for its business recently.

When it’s the latter, Bates 141 General Manager Angel Antonio says, “Sana the incumbent is given the first crack. Or if change is really the objective, the incumbent need not be part of the pitch anymore.” She cites a number of instances when the current agency took part in the pitch, only to find that its walking papers had already been drawn up. Of course, some advertisers are better at managing these issues than others. Still, many still treat a pitch as little more than hypothetical test, discarding the winning strategy or idea once they hire the agency.

Canillas explains its decision. “The number of agencies invited depends on the size of the account and the number of agencies that will eventually be awarded.” (Fortunately, Petron makes a point of paying all non-winning agencies for their participation.) Encouraged by increasing number of megapitches, smaller advertisers are pitching their businesses, too. Not that agencies mind. A PHP15 million packaging design project can lead to significantly bigger business. Or it may be an opportunity to do highprofile work. What they do mind, however, is the lack of transparency. More to the point, clients with a hidden agenda. Many calls to pitch start with an advertiser’s desire for change. Sometimes, it’s a change of ideas; sometimes, it’s simply a change of advertising partners.

Client’s end,” said the CEO of an agency with a prominent creative reputation. Even media agency heads agree. Universal McCann’s Venus Navalta opines, “It’s our ideas that sell products, yet things are often reduced to a pricing war. Sometimes I ask, ‘Is fee part of the criteria?’ Because if it is a huge part of [it, then] I won’t pitch anymore.” “Some have valid reasons for the pitch. Others are based on quirks.” A veteran new biz hound, Jev Ramos recalls many misguided pitches with wry humor, “New guy takes over. Nag pa-feng shui misis ng may-ari (The client’s wife brings in her feng shui adviser). First time advertiser na inutusan ni daddy maghanap ng ahensiya, at siyempre gustong magpakitang gilas si Junior (Daddy tells him to hire an agency and of course, Junior wants to

show off). Then the winning agency is told, “Sorry, wala pala kaming pera (we don’t have the money).” Indeed, sometimes, the worst possible outcome is that your agency wins the business. At the height of the telecom wars, a venerable multinational agency won a new telecom brand. In anticipation of the massive workload (and the rewards), it beefed up its staff and redistributed the accounts. The months passed, and the launch was nowhere in sight. Too late, the agency realized that the client could not make good on

Would agencies demand pitch fees if they could trust their fellow 4As-P members to do the same? Yes, but trust is hard to come by nowadays. Many think this is the wrong way to go about it. “The thing that gets my goat is when evaluation criteria are set, we focus a proposal based on delivering against those criteria. Then the criteria are either junked or ignored for spurious reasons, or for the sake of consensus management from the

its promise. After more than a year in limbo, it announced a gutwrenching retrenchment across the board. To manage the risks of pursuing new business, both media and creative agencies learned to do their homework. All of the executives adobo interviewed for this article made it a point to do thorough background checks. Ogilvy’s country head, Randy Aquino, says he looks at “brand potential, client’s reputation and fit with our portfolio…We decline if it does not meet the criteria … and if we don’t have what is needed to have a strong chance to win.” Hermie de Leon, CEO of the Omnicom Media Group, goes one step further. “We sometimes decline if [discounted] fees are mandated.” Agencies are rethinking the usual precepts, too, because they have no choice. Claire Drueco-Lopez of DYLL, the indie creative shop that triggered the whole activation pitch trend, says, “The [agency’s] assumption is that clients are in search of breakthrough ideas in a pitch. But some clients actually admit to opting for the conventional, straightforward or safe options. It’s almost flattering to the agency that the client wasn’t happy with.” Agencies are also coming to terms with the new realities: that the constant pitching is not a passing phase, and that they must compete, directly or indirectly, with different kinds of advertising specialists. As technology changes the way the industry works, the distinction between providers—the creative agency, media agency, media network, activation shop—fades, so many advertisers begin to

differentiate by using the most tangible measure: return of investment. Beyond these strategies, however, little can be done, unless the industry gets its act together. First thing on the agenda, says many agency heads, must be to discourage the indiscriminate cattle calls. Bates 141’s Antonio says, “Clients should just limit pitching agencies to just three, max. Five is too much.” Instead, she suggests, “[It] would be good to first have a credentials/‘capability’ presentation from the agencies. From there, Client can draw a shortlist.” Omnicom Media’s De Leon is more pragmatic. “Credential presentation and an actual project would be a more reasonable way to chose the agency partner. Pitch only those businesses with volume more than PHP30 million. Below PHP30 million, [clients] should only decide based on credentials. An actual project can decide the viability of the partnership.” But the best way to minimize the cattle calls is to reinstitute the pitch fee. According to DDB’s Dimacali, the 4As-P is resuming talks with PANA about reviving the policy. “The 4A’s should stick to its guns,” says another new-business head. “If lawyers and doctors can charge for giving an opinion, why can’t agencies? Pitches are more than opinions. They represent our deep thinking, our best feet forward, at the expense of sleepless nights and lost weekends and even holidays. Yet, we are willing to give up so easily all in the name of ‘cost of doing business.’” Would agencies demand pitch fees if they could trust their fellow 4As-P members to do the same? Yes, but trust is hard to come by nowadays. This issue is further complicated by the perceived inequity between creative and media agencies, and between large multinational agencies and small local shops. Unless the leaders of 4As-P can assure all members that no one will cross the line, convincing them to toe it will be impossible indeed. For now, the association can take only baby steps, while everyone else runs in pursuit of new business. Until its leaders can find a realistic solution and enforce it across the board, the industry’s survival will mirror TV’s reality shows. Like “Survivor”, “The Amazing Race”, or “American Idol”, the most likely winner won’t the best or the smartest among you. Only the luckiest. Or the most desperate. may-june '09

mediascape

Top 20 Advertisers

MediaVest Worldwide opens in India

MediaVest Worldwide launched on April 16 in India, as announced by Ravi Kiran, CEO-South Asia, Starcom MediaVest Group . The brand started operations in Bangalore, Chennai, and Mumbai with 8 client assignments; offices in Delhi and Ahmedabad are planned shortly. Founding clients include Cadila, Color Plus Fashions, Essar Retail, J K Ansell, , and the Richemont Group—a robust and respected combination of local, regional and global assignments. Said Ravi Kiran, CEO-South Asia, Starcom MediaVest Group, “MediaVest has all the ingredients in India to make it successful - the scale and goodwill of India Media Exchange, all the powerful tools of the group such as TARDIIS, M*Orchestra, StarScape, Abacus, all specialist disciplines such as entertainment, sports, digital, OOH, retail branding and small town marketing and a robust talent pool to draw from. I can’t think of a better time than now to launch it.” With the addition of India, MediaVest net now operates in 29 countries around the world, including 7 in Asia. Key network cients around the world include Avon, Coca-Cola Company, Comcast, Kraft, Mars/Masterfoods, and Walmart.

ABS-CBN revenue 9% up in ‘08

ABS-CBN Broadcasting Corp. reported revenue amounting to P1.39B in 2008, up from P1.27B in 2007. The recent TNS survey showed that ABSCBN's overall audience share of 44% in primetime block for March, compared to 36% for rival network GMA. ABS-CBN also bested GMA in TV ratings with a 28-21 percent fight. Speaking to the Philippine Star, Vivian Tin, ABS-CBN’s head of Research and Business Analysis, said "ABS-CBN continues to perform strongly in Northern and Southern Luzon, Visayas and Mindanao, while its ratings in the suburbs and Central Luzon have ongoing retrofitting of the network's tower and the introduction of UHF channels in provinces like Bulacan and Pampanga." The network also announced investment in new equipment and raising the tower height among its activities for balance year.

TV5 Shakes it sa Tag-init

TV5 continues to wow the crowd with their Shake it sa Tag-Init! summer campaign of new shows and summer events. Viewers can look out for the TV5 Live! caravan, Hirit sa Tag-init! beach party, the anime cosplay summer EB for anime fans, Talentadong Pinoy auditions for the whole month of May and Where’s Gary?, a summer offering of the top-rated Spongebob Squarepants cartoon show. Special screenings of Angels and Demons and Terminator 4 will also highlight the summer.

may-june '09

(Jan-Feb, 2009)

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

Jan-Mar %Change Y2009 vs. Y2008

Unilever Philippines Procter & Gamble Philippines Nestlé Philippines United Laboratories Colgate-Palmolive Philippines Universal Robina Corporation Coca Cola Export Company Mead Johnson Philippines Wyeth Philippines Herbs & Nature Corporation Monde Nissin Corporation Johnson & Johnson Philippines Smart Communications, Inc Globe Telecom Chowking Food Corporation Golden Arches Develoment Corporation Tanduay Distillers Mister Donuts Philippines Kraft Foods (Philippines), Inc Del Monte Philippines, Inc. OTHERS GRAND TOTAL

3,994 3,319 2,849 2,526 1,484 697 689 637 600 574 518 517 515 471 352 348 346 321 290 266 19,395 40,708

-1% 30% 43% 11% -22% 81% 40% 58% 70% 17% 20% 8% 12% 14% 139% 20% 17% 332% 56% -8% 9% 14%

In Million Pesos based on Ratecard costs

Top 20 Categories (Jan-Mar, 2009)

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

Jan-Mar %Change Y2009 vs. Y2008

Hair shampoos, rinses, t'ment/hairdressing prod communication / telecommunication cough & cold remedies proprietary drugs / other than vitamins & tonics other food pro. / other than biscuits & bakeshop powder milk government agencies & public utilites entertainment detergent & laundry preparations skin care vitamins dentrifices, mouthwash & toothbrush coffee & tea seasonings, sauces & extracts flour, bakery products & bakeshops schools, universities & seminars / associations chocolate & soya bean drinks baby care products soups & noodles health & beauty soaps OTHERS GRAND TOTAL

In Million Pesos based on Ratecard costs

3,497 2,749 1,954 1,915 1,876 1,837 1,777 1,686 1,682 1,279 1,259 1,244 1,070 888 761 684 636 632 630 629 12,022 40,708

-11% -1% 35% 14% 8% 34% 19% 40% 24% 48% -3% -12% 17% 39% 6% 28% 78% 42% 13% -9% 17% 14%

ambush WhaT's your digital drug of choice?

Do you have any funny incident or unforgettable experience with your online account? Illustration by Jed-Angelo Q. Segovia “I’m using Facebook, Multiply. I dropped my Friendster, and I’m new to Twitter. I wouldn’t say funny but interesting. I got to get in touch again with my very very first girlfriend from all the way, back from high school. We got to write to each other hi and hello, which was nice.“ Lawin Bulatao Creative Director, dentsuINDIO “I’m on Facebook and Twitter. Interesting story: A long lost cousin in NYC saw me on the Filipino channel and she managed to track me down on Facebook. We started being in touch and she and her boyfriend visited me a few weeks ago in Manila. It was our first time to meet! Facebook made this miracle possible!” Kate Torralba Fashion Designer

“Facebook is something I actually started purely because I was interested in seeing photos of my friends that they've posted. It seems to be the social network of the moment so all the photos I was interested in seeing came out on Facebook. It surely but slowly creeps into your life. Before you know it, you're playing those games and taking those little tests.” Paolo Abrera TV and Events Host “If not for Friendster, I wouldn’t be reunited with my childhood best friend. We exchanged messages in Friendster and I found out she’s been living in Italy. When she visited Manila a couple of years back, we met up and acted as if it was just yesterday, when in fact it’s been a decade of no communication. Now, we stay in touch through Yahoo Messenger and Facebook.” Nica Serrano Editorial Assistant adobo magazine “Facebook, Multiply, starting at Twitter. I experienced finding old friends and acquaintances as I traveled backpacking across USA, even getting free lodging and tours!” Illac Diaz Social Entrepreneur

“I first started with Friendster, then Multiply, then Facebook, then Twitter. I have more but I’ve forgotten. I still check my Friendster account but I am mostly on Facebook. I have 5,000 Facebook friends, 98 percent I don’t really know. I have more than a thousand friend requests. I don’t see the point of Twitter.” Robert Alejandro Principal, RAA Design “I am on Facebook and Twitter. Nothing terribly exciting so far, except that I’ve found a lot of my grade school classmates.” Leon Araneta AtAlyer “I’m on Friendster and Multiply. Aside from getting connected with all of your friends and long lost friends, you have different applications that you can get the hold of and other stuff, you can give gifts, virtual gifts and those other stuff.” JR Romero Product Supervisor, Canon Marketing Philippines

may-june '09

mediascape Mindshare wins media for Belo Medical Group

In April, cosmetic surgery powerhouse the Belo Medical Group handed its media account of about US$1 million to Mindshare, following a presentation of credentials and media point-of-view. The assignment covers the Group's eight clinics, distinct from the personal care products handled by separate company Belo Essentials. According to Mindshare, the business came as a referral. "They [always went] direct, so we had to prove our value as a media agency in terms of planning and buying," said an agency representative. "Definitely you will see some exciting stuff from us, particularly on digital." A major combatant in the beauty billboard wars raging on the country's main thoroughfares, the Belo Group is known for billboards featuring its local celebrity clients.

Universal McCann’s “Botelya” shortlisted for AME, international media award

Universal McCann’s branded content feature film for J& J Philippines, “Botelya” (Bottle), has been shortlisted twice: in the Asian Marketing Effectiveness awards (AME), and in in the first-ever Valencia Festival of Media Awards, a competition held in association with Advertising Age magazine that celebrates the very best in media thinking from around the world. Nominated for Best Use of Content, "Botelya" was the lone Philippine entry to make it to the final roster. Directed by Manny Palo, the full-length film was produced by UM together with Gener8, Unitel’s branded content division. In “Botelya” Johnson's Johnson’s Baby Oil is central to the plot: a story of generations of mothers, portrayed by reputable veteran actresses. It was shown in barangays via roving cinema, to popularize the “touch therapy” of Johnson’s Baby Oil. The choice to make a film stemmed from UM’s media research insights indicating that Filipino mothers prefer to imbibe messages through entertaining ways. Says UM Managing Director Venus Navalta, “Being shortlisted for the first Festival of Media Awards is an achievement in itself. We are now part of media awards history, and being the only representative for our country makes it all the more celebrated. ‘Botelya’ proves that curiosity towards new creative media vehicles brings results.

Following his bliss

ANIMAX Asia’s

Greg Ho About Animax Asia Animax Asia is 100% owned by Sony Pictures Entertainment. Launched on the first day of 2004, Animax is Asia’s first youth anime brand. Its programming strategy is to offer not only a dynamic line up of the highest-rated, most popular anime programs as well as shows never before seen outside of Japan, but also original productions, music and tech-lifestyle programs, that are exclusive to Animax Asia. Available in over 22 million households in 20 countries in Asia, ANIMA X is set to become a leading brand synonymous with popular youth culture. For more information and program airtimes, visit www. animax-asia.com.

Makisig Network flexes muscles with Channel [V] Philippines

As reported by Manila Bulletin, cable channel Makisig Network is soon launching Channel [V] Philippines, geared towards the youth showcasing OPM hits and local language content. Marking the launch of Channel [V] Philippines’ three-hour block on Makisig is a grand concert this June featuring a world-famous music group. Together with their upcoming search for their own line-up of talents, bands and VJs, Makisig Network has also tapped celebrated filmmaker Jose Javier Reyes as its Creative Director to come up with programs for Channel [V]. Now if Channels 2 and 7 were females, they’d probably be smitten.

may-june '09

Tears to Tiara new episodes air Mondays at 12:35 am (simultaneous to Japan); Fullmetal Alchemist – Brotherhood airs Fridays at 8:30 pm.

It was gorgeous real girls that brought New Zealand-trained barrister Gregory Ho to media — but it’s equally gorgeous animated girls keeping him there now. Having already qualified to practice law, the Singaporean Ho turned instead toward a media career upon his return home. “The prettiest girls were there,” he laughs – then of course he found himself in radio. But the experience proved excellent training, he says. “Radio was once programmed by day parts, but now it’s all about understanding your audience segment — which is exactly as cable has evolved.” Not to mention the Internet. Oddly for Ho, his audience kept growing younger as his career rose. From law, to business media, to action, and now anime. Fortunately for the boyish, voluble Ho, that reverse arc has been very successful. From radio, Ho moved to CNBC Asia, then to SPE (Sony Pictures Entertainment) Networks-Asia, initially as Director of Marketing for AXN. While there, his brand campaigns and events helped turn AXN into one of Asia’s top TV brands. AXN’s programming is much more what one expects of a 40ish guy like Ho: adventure, extreme sports, guy stuff. A golfer and serious F1 ‘petrol head’, he’s at dead center of the AXN demographic. Which is not what you can say of Animax. Greg admits that he knew little about anime before becoming the channel’s Vice-President & General Manager. But in true lawyerly fashion, he’s since become an advocate. “It’s an amazing genre, very Asian yet somehow giving young people an outlet to pursue their identity and live their individual dreams.” This is what Ho has done with LaMB, the first animated film made under the US$6 million Singapore Economic Development Board (EDB) - SPE Networks-Asia (SPENA) Joint Production Fund. LaMB is Animax’s first all-original animated film: not licensed from Japan, but nurtured through production from an original script by Filipino writer Carmelo Juinio. “Had I known how hard it was going to be, I might not have done it,” Ho admits. But he fell in love with the beautiful script, and with the chance to test the concept of a ‘multi-platform experience.’ Thus viewers can dive into the LaMB universe not only onscreen, but online, via mobile phone, and even through user-generated content (in a blogging contest). The new content is not merely film excerpts, but exclusive, separate material that expands the on-air story. Unlike finished anime which have tight controls on their marketing, LaMB allowed Animax to explore sponsor partnerships (one character drives a Volkswagen) and explore multiple ways to engage viewers. The film has already been sold to Latin America, and may soon air in Europe and Africa as well. With LaMB on air at last, Ho orchestrated his next coup: the landmark airing of two much-anticipated anime within one week of their premieres in Japan. This was historic, a huge break

For anime fans, to watch Tears to Tiara at the same time and Fullmetal Alchemist Brotherhood in the same week [as in] Japan is like the 'ultimate happiness.' Given the gloom and depressed sentiments across Asia, [we] are committed to bring joy to our viewers who are in search of brief moments of happiness to escape to," Ho added. with past practice, where fans outside Japan could only pine for months, and scour websites for footage and reviews. How did he manage to break tradition? "We've always known that our audiences are extremely passionate about anime, and what they really want is to watch top quality shows as soon as they are aired in Japan. It has always been Animax's objective to achieve this goal even though it was regarded

an impossible task, until now," explained Ho. "Making the breakthrough —and in so doing creating TV history — was the culmination of months of hard work and discussions with Japanese studios and distributors. The logistical challenges were huge. And when one attempts something different, it is always extremely difficult to change not just standard operting procedures, but also mindsets.

Therefore, we are very grateful for the fantastic support and collaboration of our japanese counterparts in realising the dream for Animax Asia and our viewers," he continued. For anime fans across the region, to watch Tears to Tiara at the same time and Fullmetal Alchemist Brotherhood in the same week [as in] Japan is like offering them the 'ultimate happiness.' And given the current period of gloomy economic recession and depressed sentiments all across Asia, Animax is committed to bring joy to our viewers who are in search of brief moments of happiness to escape to," Ho added. Whether it’s original content or the very best from Japan, Greg Ho is determined that Asia’s teens will get it first from Animax Asia. To borrow the slogan of its creation LaMB, at Animax the future will always be beautiful.

With LAMB scriptwriter Carmelo Juinio

events calendar Advertising and Marketing Effectiveness Open for Entries: April 16, 2009 New York Email: info@ameawards.com www.ameawards.com London International Awards Open for Entries: April 17, 2009 Awards Night : November 16, 2009 Troxy, London www.liaawards.com The New York Festivals Advertising for All Media Open for Competition Awards Nights: May 21-23, 2009 Email: info@newyorkfestivals.com www.newyorkfestivals.com Asian Marketing Effectiveness Awards May 26-27, 2009 Grand Hyatt Hong Kong Tel: +65 6579 0538 Email: vic.ho@haymarketasia.com www.ame.asia 14 th Graphic Expo June 3-6, 2009 Philippine Trade Training Center Tel: + 63 2 896 0639, 896 0637 www.graphicexpo.com.ph D& AD Awards Awards Ceremony: June 11, 2009 The Roundhouse, London www.dandad.org

56th Cannes Lions Festival 2009 June 21-27, 2009 Online Registration: Opens 08 January 2009 Online Entry: Opens 29 January 2009 Cannes, France www.canneslions.com University of Asia and the Pacific Tambuli Awards - 3rd IMCEA Awards Night July 10, 2009 www.imcea.org Asian Publishing Convention Theme: Multimedia Content Development, Deployment and Management July 16-17, 2009 Manila, Philippines Tel: +63 2 818 3289 www.oiceventsasia.com The Advertising Suppliers Association of the Philippines (ASAP) 2009 Conference August 19, 2009 Tel: +63 2 893 0738 www.asapmanila.org.ph Graphika Manila 2009 August 15, 2009 Email: graphika@graphikamanila.com www.graphikamanila.com Internet and Mobile Marketing Association of the Philippines 3rd IMMAP Summit August 25-26, 2009 Tel: + 63 2 896 0639, 896 0637 www.immap.com.ph

Ad Stars 2009 Busan International Advertising Festival August 27-29, 2009 HaendaeGrandHotel, Busan, Korea www.adstarsfestival.org Spikes Asia 1st Asian Advertising Festival September 16-18, 2009 Suntec City, Singapore www.spikes.asia Asia Pacific PR Awards October 2009 Hong Kong Tel: +852 3175 1912 Email: iris.mui@haymarketasia.com Asia Pacific OOH Media Convention 2009 November 5-6, 2009 Macau Tel: +65 6344 0051 www.mediaonthego.com.sg Digital Media Awards November 16, 2009 Beijing, China Tel: +65 6579 0538 Email: vic.ho@haymarketasia.com 21st Philippine Advertising Congress Ano sa Tingin Mo? November 18-21, 2009 CAP Convention Center, Camp John Hay Baguio City www.adcon.com.ph Media Agency of the Year 2009 December 10, 2009 Singapore Tel: +65 6579 0538 Email: vic.ho@haymarketasia.com

may-june '09

mediascape 2nd Avenue pushes breakfast with The Today Show

In May, upscale channel 2nd Avenue launched a marketing drive for top US morning program The Today Show. Urbanites at the Enterprise Center and other select buildings enjoyed food, coffee and freebies together with the freshest US episodes. “We’ll be touring around offices to reintroduce The Today Show among our viewers, where they can get tips for health, fashion, and news from America and the rest of the world,” said David Merin, marketing manager of 2nd Avenue. “This is just the first leg, with more to follow at the Ortigas area and another one at Makati,” he added. The Today Show airs Tuesday through Saturdays on 2nd Avenue, from 7am to 11am.

Angelina Jolie off from UK TV

Even Angelina Jolie got banned from UK television. London's Advertising Standard Authority said that the trailer for the DVD version of Jolie's action flick “Wanted” glorifies gun violence. The scenes showed the actress with co-star James Mcavoy furiously firing their guns, with lengthy close-ups of the bullets' movement. The British ad authority determined that such portrayal glorifies deadly weapons, and therefore should not be allowed for broadcast. Considering that the “Wanted” DVD was released in 2008, it’s a question why the airing of the ad was prohibited only recently.

New at the networks: remakes, game shows and old love teams

The remake craze continues at the big two. Whether hit movies, Koreanovelas, JDorama or horror — name it and they’ll remake it, localized, modernized or both. For its loyal Kapamilya viewers, ABSCBN offers a bounty of adaptations: movie remake of Jim Fernadez's Kambal sa Uma, starring teens Shaina Magdayao and Melissa Ricks; a version of the Koreanovela hit Only You; suspense thriller Maruja, based on a classic by komiks genius Mars Ravelo; and Precious Hearts Romance, adapted from a series of best-selling paperbacks. Boys Over Flowers, the Korean version of the original Japanese Hanayori Dango, hopes to replicate the monster 2003 success of Taiwan’s Meteor Garden. Original series George and Cecil will follow the upside-down adventures of real-life couple Ryan Agoncillo (Cecil) and Judy Ann Santos (George) as, what else, husband and wife. Not to be outdone, GMA unveils a packed slate as well. The original romantic dramedy Adik sa ‘Yo revives the 1990s love team of Jolina Magdangal and Marvin Agustin. Hit show Daisy Siete enters its 22nd season with a light drama series Kambalilong. Known as the home for JDoramas, GMA brings Japan’s One Liter of Tears and Nodame Cantabile to local viewers. For game shows and reality shows, GMA presents Are You The Next Big Star?, a talent search hosted by singer Regine Velasquez. Two localized game shows are on their way: Power of 10 from the US, hosted by Janno Gibbs; and Hole in the Wall, adapted from a hit Japanese show with the hilarious tandem of Angelina (Ogie Alcasid) and Yaya (Michael V.) as hosts.

may-june '09

London International Awards opens 2009 with new Bronze Statue and illustrious list of Jury Presidents The London International Awards 2009 is now accepting entries. All Advertising, Design and Digital work published or broadcast between 1st July 2008 and 31st July 2009 are eligible to enter. For the first time, LIA is included in the Campaign Brief Creative Rankings. Barbara Levy

“The year, to make the competition even more exciting we have added the Bronze Statue to our line-up of metal,” revealed Barbara Levy, President of London International Awards. “Many creatives have been asking us about it and we think it is a natural follow-up to the Silver Statue we introduced two years ago. There will be a

clear distinction between the Statue Winners and Finalists. It will also bring us in line with the other major awards shows. ” But while there are more Statues to be awarded, judging standards will not be compromised. “We are extremely honoured to have such an esteemed list of Jury Presidents for 2009,” continued Barbara Levy. “They are the who’s who in the advertising fraternity.” This year’s Jury Presidents are as follows: Jeremy Craigen, Executive Creative Director of DDB London - chairing NonTraditional, Poster, Billboard and Print jury. Under Jeremy, DDB London’s Harvey Nichols “Calendar” Campaign was the most awarded Print Campaign in 2006. Jeremy has won many international awards including London International Awards. Tham Khai Meng, Ogilvy & Mather - Worldwide Creative Director and Chairman of its Worldwide Creative Council – chairing

Integrated and Television/ Cinema/Digital/ Web/ Mobile jury. Khai has been cited as “one of the world’s most influential people in the communications business” by Advertising Age. He has chaired and been on jury panels of some of the most prestigious awards, including Cannes, D&AD, The One Show and World Press Awards. Faris Yakob, EVP Chief Technology Strategist at McCann-Erickson New York – chairing The NEW Category. He was awarded the President’s Prize for his thesis on the future of brands from the IPA in the UK. He has been lucky enough to be invited to talk about this sort of thing at conferences all over the world. Faris was named a Campaign “Face to Watch” in January 2008, a week after he had left the country to crack the States, where no one reads Campaign. Iain Tait, Co-founder and Creative Director of Poke, London chairing the Digital jury. He began working on online space since the mid 90’s and has worked on clients like Orange, WWF, American Express and Yahoo. Iain has also been on some very impressive digital judging panels including the Cyber Lion. Stewart Devlin of the Partners, New York, chairs the Design and Package Design jury. Stewart moved from London to New York seven years ago and now creatively heads one of the top Branding and Design Consultancies in the world. Doug Zanger of Zhang Creative Portland, USA chairing the Radio jury. Doug is passionate about the auditory medium. Doug, who was also the 2008 Radio Jury President, believes in spreading the gospel of good creative, content and strategy within this medium. “This year, we are launching what we call The NEW Category,” went on Barbara Levy. “As its name suggests it is new. Not because it is a new category for London International Awards but more because this NEW category gives work that merges original ideas with relevant and compelling executions a platform where they will be recognised. In short, it is a new way of connecting with the audience that defies any of the other previously pre-determined categories,” Barbara went on further to explain. To enter visit: www. liaawards.com

If there were ever a sign that the game of pro bono advertising has changed, it would be the furor over DDB Philippines’ Ako Mismo multimedia campaign. Launched auspiciously during the telecast of the Pacquiao-Hatton fight, Ako Mismo—which loosely translates “I myself [will act]”—exhorts social and political activism at the grassroots level. The movement was borne out of an idea of DDB’s ECD Teeny

The initial response was tremendous. Within five days of its debut, DDB Group of Companies Vice-Chair Susan Dimacali reported that its videos racked up 500,000 hits on YouTube. As of press time, nearly 86,000 people had signed up on the website, prompting a scramble to produce more of the coveted Ako Mismo dog tags. Dimacali said, “Most of the commitments people are posting on the digital wall are about attitudes

AKO MISMO

A THUNDERSTORM BREWS Gonzales and her team. However it took DDB Cares (the CSR arm of DDB) and media personality Edu Manzano to recruit a platoon of celebrities, activists and civilians as endorsers, and the media association Kapisanan ng Brodkasters sa Pilipinas (KBP) and telecom giant SMART Communications, to fund it. Viewed by possibly the country’s largest TV audience ever—akin to the Superbowl viewership—Ako Mismo was a shoo-in for success.

and behaviors they will change. Things like no more cursing, no more bribing when you’re caught in a traffic violation, recycling, being kind and smiling more.” Not exactly earth-shaking, but they were steps in the right direction. Added Dimacali, “Big or small pledges, they’re all welcome.” Aside from producing and disseminating the dog tags, the organizers intended to host many Internet-based events, as well as socio-civic activities nationwide. They were also recruiting NGOs

behind YouthVote Philippines. In and charitable institutions like a take-no-prisoners message that Caritas that would benefit from he sent into the blogosphere, he their efforts. wrote: “To all those that signed up “Many companies have with AKO MISMO! You are now approached us to ask how they part of SMART telecoms network can help, and this is just so for potential encouraging. It in will allow us to [Ako Mismo] racked campaigns 2010. turn our own “The commitments up 500,000 hits amount of into action, with on YouTube. At information the help of our press time, over they have asked partners.” is so detailed But before 111,000 people that they can they could even put had signed up on track you down those plans into to your zip code action, sour notes the site, prompting and contact began to appear. a scramble to you any time… Almost overnight, produce more of This makes bloggers and for a perfect members of social the coveted Ako voter mapping media like Twitter, Mismo dog tags. database and Facebook and campaign tool Multiply began to for anyone that wants to pay raise doubts about the intentions SMART for the information... of DDB Cares, SMART and its Did you think SMART would pay mother company, PLDT. MILLIONS in production and The most damning of these advertising and talent costs for came from Jaime Garchitorena, nothing?” the voter-education advocate

ABS-CBN’s Creative Communications Management division

Raising ratings, lifting spirits

that updated the obligatory project with an angry yet ultimately hopeful call to arms, performed by rock vocalists just well-known enough to keep it credible. The video generated a strong following on YouTube, and the song itself continues to power dance numbers by youth groups around the country. Not bad for a group that also produces about 40 T V spots a day, plus print and radio ads for Channel 2’s entertainment, news and sports; the cable channel ANC; two top AM radio networks; the Regional network Group; and various advocacies — plus of course the celebrity-packed station IDs that come out every summer and Christmas. (The group is separate from the teams that create the station-produced ads for advertising clients. Group VP Robert Labayen, a former pillar of Ace-Saatchi and Managing Partner at JWT, describes it as “an agency with only one client, ABSCBN.”)

As June approaches, we think of the obligatory June 12 (Independence Day) ads. Even for the most cynical Filipino, there is no shortage of emotion to express – but how to find a fresh way to say it, year on grinding year? Last year, one of the popular winners was the Creative Communications Management (CCM) division of ABS-CBN. Faced with their annual requirement for a flag day project, the team created Bayanijuan Bagong Simula — a rock video

may-june '09

CCM’s mission is to uplift not just the network’s ratings, but Filipino spirits. Which is why whenever there’s an occasion to pat the Pinoy on the back – a team summitting Mt. Everest, the Philippines vs. Mexico boxing world cup – CCM is there to dial up the patriotic fer vor. This year marks CCM’s fifth year in business. Like many ad agencies, the team is a mix of veterans — Labayen himself was recruited by ABS-CBN head Gabby Lopez via the 2003 Ad Congress – and youngsters infinite in their idealism and capacity for sleep deprivation. (But unlike advertising, the art and science of entertainment

Similar accusations link Ako Mismo to PLDT Chairman Manny V. Pangilinan, who reportedly plans to run in the 2010 polls. Those savvy about the ad industry question the timing of the campaign, which makes it eligible for the Araw Awards this November.

However, DDB’s Dimacali pointed out that the agency has a history of promoting advocacy. “We’ve taken on environment issues, domestic violence and human trafficking, voting responsibly, tree planting in honor of Ken Kaess, one of DDB’s bestloved leaders. We’ve done work for Caritas, Veritas and PBSP. “ Likewise, DDB Media’s chairman and Ako Mismo’s official spokesperson Tony Samson parried Garchitorena’s claims, in an interview with Philippine Daily Inquirer. “He is presuming that the data are being mined, because we’re asking for certain information.” He explained that the personal information Ako Mismo requested was partly for distribution of the dog tags and partly “ to understand what issues and problems were most important to Filipinos.” Moreover, he said that SMART did not need the movement’s database because it already had 37 million subscribers that it could text anytime. One of Ako Mismo’s celebrity endorsers was actress Maxene Magalona. Indignant, she responded to Garchitorena’s post with one of her own. “I am shocked that people actually see this advocacy as something negative and corrupt. Instead of people seeing it as an

improved way of the Filipino life, they choose to find something wrong with it. “…Regardless if you receive campaign emails or not, it is up to you to decide on what to do. In a way, this campaign is also encouraging people, especially the younger generation, to register and VOTE. Just like the “Don’t Vote” campaign in the US, the AkoMismo.org hopes to help in increasing the number of voters.” To head off more accusations, DDB hastily added an FAQ section on the web site. On it, they spelled out their intentions and cited activists that had joined their cause. Among these were Efren Peñaflorida, the kariton, teacher and Susan Fernandez, a women'srights advocate.

But the peanut gallery insists on viewing these efforts with a jaundiced eye. Performance artist and social activist Carlos Celdran commented, “I couldn’t understand it. [I] didn’t know I’d be lifting a rock. There are two sides to every story. I mean, the message is nice at the end of the day.

The site was just too wordy and difficult. It lost me. “I just think something is wrong with a campaign if they have to footnote it. Something must have gone wrong in planning if this wasn’t foreseen.” Indeed, the campaign seems to have its heart in the right place. Ako Mismo attempts to address the hopelessness that most Filipinos feel towards their political and economic conditions. However, DDB underestimated the deep-seated cynicism and paranoia felt by a segment of its target audience. It also failed to anticipate the ferocity and speed of the blogosphere and social media, the Wild Wild West of public relations. If there’s anything that advertisers and agencies can learn from the Ako Mismo experience, it is that the game is changing. In fact, it is no longer a game. Gone are the days when consumers will take a pro bono ad with open hearts and minds. Like a Cannes Lions jury, they sniff for hidden agendas and proof of intent. And if the advertiser can’t second-guess their questions, Heaven help them. It’s too early to tell how Ako Mismo will ride out the storm. But if DDB can’t quickly address the accusations, perhaps they can append a tagline instead: “No good deed goes unpunished.”

promotion is not taught in school. So the staff has difficulty explaining to their friends and family what they actually do.) Robert’s main men are Ira Zabat, former JWT creative director who now heads news, radio and sports promo; Patrick de Leon, head of entertainment promo and Johnny delos Santos, head of creative production. For most projects, CCM works closely with the Marketing Divisions, until recently also headed by ex-agency man March Ventosa (formerly Managing Director of Leo Burnett Philippines).

Robert is proud that his team can create in-house productions that win global and local industry awards. Just as important, the ads score well on YouTube, the most demanding format of all. CCM regularly receives email from overseas Pinoys, thanking CCM for creating T V ads that “make them proud to be Pinoy.” Would they go back to agencies, to selling noodles and cellphone minutes instead of an amorphous idea of Filipino pride? As some of the best in the business, the choice is theirs. But for now, Robert and his team seem to prefer to warm Pinoy hearts worldwide from their freezing-cold bunker in Quezon City.

The team behind the Summer 2009 station ID Jimmy Porca, Johnny de los Santos, Danie Sedilla-Cruz, Edsel Misenas Kathrina Sanchez, Rap de le Rea, Paulo Ramos.

CCM also brings honor to the country the old-fashioned way: with international awards. Promax* World Gold for "Boto Mo iPatrol Mo" TV Spot New York Festival Silver for "Boto Mo iPatrol Mo" TV spot Promax is the annual convention of all broadcast companies in the world. The whole campaign also won a Grand Prize in a world competition for PR case studies. Promax Silver for "Mt. Everest Philippine Expedition" TV Spot may-june '09

BANG FOR THE BUCK

HBO, "Voyeur" Four floors, eight stories, a new standard in outdoor.

It’s not advertising. It’s HBO. The Awards D&AD Yellow Pencil, Integrated Yellow Pencil, Broadcast Innovations Cannes Lions Festival Outdoor Grand Prix Promo Grand Prix Promo, Gold Lion Design, Gold Lion Promo, Silver Lion Media, Bronze Lion Clio Awards Gold Clio, Integrated Campaign Gold Clio, Interactive - Consumertargeted site Gold Clio, Media - Content and Contat Silver Clio, Interactive - Video/Moving Image Silver Clio, Innovative - Media Bronze Clio, Design

may-june '09

Results Media Spike:s Gold Runner UP AICP “Next” Award Best New Media One Show Best of Show Design 4 Gold Pencils OBIE Awards Best of Show, Outdoor WEBBY Award Digital Excellence

4A’s “O’Toole Box” for Best New Media

Around 3,200 people visited the Manhattan event, generating significant press coverage. Google Analytics reported that over 1 million visited HBOVoyeur.com in the first three weeks, spending an average of nine minutes on the site. Nielsen BuzzMetrics noted that the campaign was mentioned in more than 500 blogs. The original content on all HBO platforms, including

HBO On Demand, HBO Mobile and HBO on iTunes, received above-average usage. The campaign was able to communicate a strong and positive brand message, as revealed by a post-campaign research. With the Voyeur Project, HBO together with BBDO New York reached a new height in advertising and achieved the innovative use of multiple platforms.

Case Studies of Effective Creativity HOME BOX OFFICE “Voyeur” The Brand Home Box Office (HBO) The Brief To launch a brand campaign that captures HBO’s essence of being in high quality, innovative and breakthrough creatives. The Challenge To fortify HBO against increasing competition (not only other TV channels but online) by igniting the passion of HBO ‘super-fans’ without leveraging any specific shows; and to demonstrate the evolution of HBO as a brand across multiple platforms.

simultaneously shows the interiors of the eight apartments, including the stairways. In each apartment a different yet intertwined story was taking place. That same day, HBO debuted a microsite and showed portions of the film on HBOVoyeur.com, HBO On Demand and HBO Mobile, as well as on media-sharing platforms like Flickr and YouTube. Additional information on the individual characters and their lives were found in the site, further heightening the viewers’ involvement. Those present were also invited to go behind the scenes by visiting thestorygetsdeeper.com. Soundtracks, screensavers and videos were also available. CREDITS Cindy Matero Director, Brand Strategy, HBO David Lubars Chairman and Chief Creative Officer BBDO North America

The Idea According to BBDO New York creative head David Lubars, the campaign was born out of a concept that came from the client itself: storytelling. With its groundbreaking TV series, HBO knows how to tell a story and which story to tell. “We just took their message and repurposed it as a story - the story of a group of people who all live in the same building: Their lives unfold in front of the windows, and we are the voyeurs,” said Lubars. With this as the idea, BBDO New York created a silent film showing the residences and residents of a fictional urban apartment block in New York City. It features a series of interconnected characters and stories set within the apartment block, which were in turn expanded to achieve a multiplatform brand experience. The Slogan ”See what people do when they think no one is watching.” The Collaboration The project was made possible through the collaboration of HBO and BBDO New York with production outfits such as RSA for film, Asylum for visual effects, Search Party for music, Big Spaceship for online development and Butcher for editorial. The Execution Weeks before launch, video clues and teasers were posted on YouTube and other file sharing networks. Invitations were sent out as well on the streets, through teams armed with iPods and PSPs who gave a sneak peek of the stories and distributed Go-Cards. Banner ads were run on Yahoo and other sites, along with movie trailers and TVCs. On June 2007, the four-minute film was projected onto an apartment building in New York’s Lower East Side. It presented a crosssection of the building’s infrastructure and

Viewfinder-like cards were given out as invitations.

Bill Bruce Chief Creative Officer BBDO NY Greg Hahn Executive Creative Director, Writer BBDO NY Mike Smith Senior Creative Director, Writer BBDO NY David Carter Senior Creative Director, Writer BBDO NY Brian DiLorenzo Director of Integrated Production BBDO NY

Scenes from the projected HBO Voyeur could be downloaded from mobile phones.

Jiffy Iuen Content Producer BBDO NY Kesu James Interactive Creative, Freelance Carlos Franco Interactive Creative, Freelance Sandra Nam Interactive Producer, Freelance Rob Rawley Senior Vice President, Senior Account Director BBDO NY Juliane Sunderland Vice President Account Director BBDO NYv

Part of the campaign was a 'random' blog describing what it is like being watched.

Jessica Mailloux Account Supervisor BBDO NY Jake Scott Director RSA Fran McGivern Producer RSA David Mitchell Producer RSA Chris Nelson Web Ancillary Stories RSA

HBO Voyeur had a website featuring the outdoor campaign and other scenes from different buildings. HBOVoyuer.com also features an original set of music tracks composed for the campaign. may-june '09

CREATIVE REVIEW by Sheungyan Lo Executive Creative Director, North East Asia; Chairman, China, JWT

Born and raised in Hong Kong before its handover, Ma Yan handed himself over to China’s advertising development by joining JWT Shanghai in June 1996. Since then, he has built JWT Shanghai into a creative hot shop, ADFEST's Agency of the Year 2009 and no. 21st in the global office ranking in the 2006 Gunn Report. It has topped Campaign Brief’s Mainland China Creative Ranking since the ranking was launched, and is the only agency to win the Grand Prix four times in the history of the China Advertising Award. JWT won the Grand Prix in the inaugural China 4As Golden Seal in 2006, and in the Hong Kong 4As Kam Fan in 2005. Other first and only China feats include D&AD Silver nomination, Clio Gold, and Media Golden Spike. On top of these, JWT Shanghai has also won in Cannes, One Show, AdFest, LongXi Global Chinese Advertising Award and China Times Chinese Advertising Award. Ma Yan has earned numerous honors from top local and global shows, which is why he has been invited to judge most of them. Recently, he was named one of 30 most outstanding leaders in China advertising over the last 30 years. He was promoted to Executive Creative Director, JWT North East Asia in 2001, and to Chairman for JWT China is 2009. But being a creative is still his lifetime devotion. Ma Yan is a member of C.A.S.H. (Composers & Authors Society of Hong Kong). Writing lyrics for Cantonese pop songs is one of his favorite hobbies.

may-june '09

Very interesting untold stories of the advertising gurus! I want to find out more, especially about Neil’s life before becoming an ad guy. It must be really interesting. The editorial board of adobo, when are you going to cover the story of Neil French? adobo magazine “Droga”, “Bogusky”, “French”, “Sagmeister” Print ads JWT Manila

It’s a cute little story, showing how the product leads the girl to find the boys and at last, helping the girl to “get” the boys in a maze like gallery. I just wonder why it needs two boys rather than one. I wish the Director can help me to understand this. In real life, if two boys and one girl go out together, things get complicated. The same is true for this story. It confuses me quite a bit, probably due to the poor acting of the talents. Bench "Pacman" TVC Blue Bottle

Very interesting illustrations, you can see that the creative team has put in a lot of effort to make it look special. But the little story behind each one of them is quite complicated. You need to read in every single detail to understand why it’s extra bad day. While I am asked to do that, I doubt whether readers can get it easily or they just turn their page. McDonald's Sundae "Anniversary", "Contact Lens" Print Ads DDB Philippines

may-june '09

CREATIVEREVIEW

Sheungyan Lo, Executive Creative Director, North East Asia; Chairman, China, JWT

This ambient piece is funny. It definitely catches peoples’ attention on the streets and everyone who sees it will have a good laugh. What else can you ask for from an ad? Not sure you need to ‘get a room” though, as you can see, to “get a van” is also very exciting! Victoria Court " Van" Ambient Lowe

I wish the ad can treat the product with more respect so that they look better and more premium. And although I think I know what the ad's trying to say, I don't find they (the products) look odd together. And even if their shapes don't fit with each other, I don't have any emotional response to the headline, even if it runs on Valentine's Day.

Fibisco "10" Print Ad Image Dimensions may-june '09

CREATIVEREVIEW

Sheungyan Lo, Executive Creative Director, North East Asia; Chairman, China, JWT

I love this activation idea a lot. It will be fantastic if people can really spend time to do something with the poster. So, it will be great if there is an open competition among the agencies, production houses or individuals to see who can make the best poster from what has been provided. It can be one of the categories in the Creative Guild. Creative Guild "D.I.Y. Poster" BBDO Guerrero

It's a puppy love story: "stupid" boy is overwhelmed by the Fita biscuit and overlooks the "yes" from the lovely girl who he has been after for two years. It's sweet. I don't know if today's youth will find it too mild, for they are far more direct than this. But for me, it's not bad at all to be back to this "age of purity". Fita "Oo (Yes)" TVC Lowe

may-june '09

the bigger picture

PACKAGING: THE POWER OF THE BOX by Cid Reyes

“L

ocation. Location. Location.” That used to be the mantra for success among marketers and businessmen. While that still holds true, another mantra could easily be: “Packaging. Packaging. Packaging.” One might think that packaging was just the icing on the cake, that what consumers are buying is the content, the product, and not the vessel or container it comes in. To persist in thinking that way today is merely disingenuous, if not downright naïve. Packaging today is the arena of the most dynamic creativity, merging aesthetics

with technology, function and design. The design explosion in packaging design is merely an indication of its compelling power to sell merchandise, stimulating consumption. Of course, we have come a long way from ancient times when the first packages used the natural materials available at the time. Baskets of reeds, wineskins, wooden boxes, pottery vases, ceramic amphorae, wooden barrels, woven bags. These evolved into glass and bronze vessels. The study of old packages is an important aspect of archaeology (Wikipedia). Wouldn’t it be fun to find in a museum a wooden bag with the label “Euripedes’ Goat Cheese”? I still delight in seeing our kesong puti (carabao’s cheese) and suman (sticky rice) in their

original native packaging of banana and palm leaves. In the 19th century, with the Industrial Revolution, iron and tin-plated steel were used to make cans. Paperboard cartons and corrugated fiberboard boxes were also introduced. Packaging – which is the science, art and technology of enclosing or protecting products for distribution, storage, sale and use – has now found itself in the curious world intersected by sociology, psychology, aesthetics and semiotics. Yes, there’s more to the box than meets the eye! This column shares with our readers excerpts from the book The Total Package: The Evolution and Secret Meanings of Boxes, Bottles, Cans and Tubes by Thomas Hine. The book is available from Amazon.

Suman

Kesong Puti

Packaging today is the arena of the most dynamic creativity, merging aesthetics with technology, function and design.

Same juice, different box, much ado: Who says people don’t care about design? Earlier this year, Tropicana’s new packaging lasted barely a month before being pulled out after a barrage of consumer complaints. (“Do any of these package-design people actually shop for orange juice?” asked one. “Because I do, and the new cartons stink.”) “‘We underestimated the deep emotional bond’ that consumers had with the original packaging,” Tropicana’s president told the New York Times.

102 may-june '09

Car engine oil packaging hen you put yourself behind a shopping cart, the world changes. You become an active consumer, moving through environments – the supermarket, the discount store, the warehouse club, the home center – that have been made for you. During the thirty minutes you spend on an average trip to the supermarket, about 30,000 packages – a perfume flacon, a different products vie to win your ketchup bottle, a candy wrapper, attention and ultimately to make you believe in their promise. When a beer can – serve as permanent landmarks in people’s lives that the door opens automatically outlast homes, careers or spouses. before you, you enter an arena where your emotions and appetites But packages embody change, not just in their age-old promise are in play, and a walk down the that their contents are new and aisle is an excuse in self-definition. improved, but in their Are you a good attempt to respond to parent, a good Packages changing tastes and provider? Are you achieve new standards of worried about your are an health and that of inescapable convenience. Packages record those you love? Do part of changing hairstyles you care about the and changing lifestyles. environment? Do you modern life. Even social policy issues appreciate the finer They are are reflected. Nearly things in life? The most omnipresent unopenable tamperseals and other fundamental and invisible, proof forms of closures testify difference between a traditional market deplored and to the fragility of the social contract, and the and the places ignored. susceptibility of the great through which you mass of people to the push your cart is that destructive acts of a very few. in a modern retail setting nearly For manufacturers, packaging all the selling is done without is the crucial final payoff to a marpeople. The product is totally keting campaign. Sophisticated dissociated from the personality packaging is one of the chief ways of any particular person selling people find confidence to buy. It it – with the possible exception of can also give a powerful image to those who appear in advertising. products and commodities that The supermarket purges are in themselves characters. In sociability, which slows own many cases, the shopper has been sales. It allows manufacturers to prepared for control the way they present their the shopping products to the world. It replaces experience of people with packages. lush, colorful Packages are an inescapable print adverpart of modern life. They are tisements, omnipresent and invisible, 30-second deplored and ignored. During minidramas, most of your waking moments, radio jingles, there are one or more packages and coupon within your field of vision. promotions. Packages are so ubiquitous that But the packthey slip beneath conscious age makes notice, though many packages the final sales are designed so that people will pitch, seals respond to them even if they’re not the commitpaying attention. ment, and gets itself in the shopPackages lead multiple ping cart. Advertising leads conlives. They preserve and protect, sumers into temptation. Package is allowing people to make use of the temptation. In many cases it is things that were produced far what makes the product possible. away, or a while ago. And they are But the package is also useful potently expressive. They assure that an item arrives unspoiled, and to the shopper. It is a tool for simplifying and speeding decisions. they help those who use them feel Packages promise, and usually good about it. deliver, predictability. One reason We share our homes with you don’t think about packages is hundreds of packages, mostly in that you don’t need to. The candy the bathroom and the kitchen, bar, the aspirin, the baking powthe most intimate, body-centered der, or the beer in the old familiar rooms of the house. Some

For manufacturers, packaging is the crucial final payoff to a marketing campaign. Sophisticated packaging is one of the chief ways people find confidence to buy.

Johnny Walker Black Label limited edition bottle Citro mint candies

package may, at times, be touted as new and improved, but it will rarely be different. The shopper’s encounter with the product on the shelf is, however, only the beginning of the emotional life cycle of the package. The package is very important in the moment when the shopper recognizes it either as an old friend or a new temptation. Once the product is brought home, the package seems to disappear, as the quality of usefulness of the product it contains becomes paramount. But in fact, many packages are still selling even at home, enticing

those who have bought them to take them out of the cupboard, the closet or the refrigerator and consume their contents. Once the product has been used up and the package is empty, it suddenly becomes visible once more. This time though, it is trash that must be discarded or recycled. This instant of disposal is the time when people are most aware of packages. It is a negative moment, like the end of a love affair, and what’s left seems to be a horrid waste. CID REYES is an artist, writer, art critic, book publisher and creative consultant. may-june '09

103

cents and values

Young Creatives Demonstrate Values in Advertising by Nanette Franco-Diyco

he summer before their final year at university, Communications students undergo what is generally called a practicum, or a 120-hour internship program. Like student doctors in a full-blown hospital, they implement university learnings in the real world and do true-blue adwork in select advertising agencies. Time was when J. Walter Thompson and Basic Advertising were known for their Reach Out University and Ad School. Over the years, other multinationals and local agencies joined the summer programs as more schools offered advertising and related communication courses.

My Account Manager AD Hunter has become more than my supervisor, but my mentor and friend. She has trained me in the best possible way I can think of; by letting me experience things first hand. Bambi Reyes BBDO Guerrero

104 may-june '09

Angel Samson Antonio, now Bates 141 general manager and chief action officer, directed JWT’s Reach Out from 19972004. She recalls, “I’m mighty proud specially of our last batch. It probably produced the most number of trainees who actually joined the industry immediately after graduation: AD Hunter of BBDO, Andrea “Acid” Cid of Saatchi & Saatchi, Javey Villones, RJ Alfonso and Maan Bautista of JWT, and ex-Jimbasic and Saatchi’s Ezra Lacsamana, and of course my own team mates here at Bates 141, Monchit Magno and Earl Dorado. I always told the trainees two key things: One, have fun (pardon the pun, but the experience was truly one-of-akind!) while really making sure they soak up all the learnings they can get. And, two, DO very very well.” Angel today calls Bates 141’s internship program the YCA Summer Sessions. YCA stands for Young Change Agents, how Bates 141 calls its rising stars. It is the first time the program is being offered. “We’re doing the recruitment differently. All applicants must join our Facebook account, YCA Summer Sessions. Status updates, “What’s on your mind” entries, notes, etc. are regularly given, encouraging applicants to speak up and be unafraid. One applicant even went as far as sharing with all the ‘friends’ how he fully agrees that ‘Change is great’ (‘Change’ being

Bates141’s proposition), as he had just come out! (i.e., he’s gay!). Each applicant’s interview starts with a 5-minute presentation on ‘how he has looked at things differently, and thus, was able to bring about Change.’ Conversations between the applicant and the panel of interviewers then take off.” Bambi Reyes is an incoming senior from the Ateneo, now an intern at BBDO/ Guerrero. From Bambi’s own words: “I believe that this company is still one of the best companies one could take their internship in. In weeks [here], I learned a lot about different facets of the industry. It was time to apply what I have been learning from my Advertising classes the past two years. It’s funny how different it was not just to learn them from your professor, but from experience. I also saw the ads from accounts I helped with, Modess and BabyCenter.com, finally break on TV and over the Internet. What a wonderful feeling this gave me, knowing I was there to help make it happen. “Aside from the workload, the working environment is great as well! Everyone is in one big room, no walls and dividers, with only tables separating you from each other. This, I’m guessing, is what made me feel comfortable here; you get to talk to others in office, and they don’t seem too alienated from you. I even remember how starstruck I was during my first week when I would see David Guerrero walking past my table! Everyone has a smile on their faces, even the big bosses, and I believe this is what takes the stress away. Workload and environment aside, the best thing about interning [here] is the people. My Account Manager AD Hunter has become more than my supervisor, but my mentor and friend. She has trained me in the best possible way I can think of; by letting me experience things first hand. I was not photocopying materials or making coffee. She actually let me help her with her accounts. She was with me every step of the way; asking if I had any questions, making sure she answered all my queries, and even asking what I thought of different things. She showed me that she trusted and believed in me, which helped me excel all the

more. It gave me that extra push; to give her what she expected and even more. She made sure she was available and that I could be as open as I could. I knew that she did not want me to feel lost or that she wasn’t there for me. She helped nurse my passion for the industry, because I could see the same passion in her as well. The other Account Managers were like her too; always there and willing to teach. It was a blessing to be able to work with them. “Since starting my internship, I have grown a lot. I learned about myself and my capabilities, the people around me and life in the industry. I [met] a lot of new friends, and experienced things I only used to hear about from my professors. My love for the industry has grown, leaving me with an augmented desire to enter [it] as soon as I graduate. It’s the workload presented to me each day, the work environment, the excitement of not knowing what I will be doing— and simply the people I work with, who seem to [share] the same passion for the industry. My days at BBDO Guerrero were ones I will surely remember, no matter where I find myself in the future.” Each agency develops its own programs for undergraduates. McCann Worldgroup now holds the longest track record for training selected students from all over the country. The agency’s director of Business Development and Corporate Affairs, Tricia Camarillo, gave an overview reflecting the company’s philosophy and mindset. Tricia explained that McCann’s internship provides students a wide view of marketing communications. The agency’s formidable program has two main objectives: to develop partnership with the academe and fine-tune targeting of schools for talent sourcing, and to establish McCann as an Employer of Choice. It is divided into seven weeks, with the first week devoted to lectures and two remaining chunks of three weeks each for immersion in different disciplines, revalida preparation and presentations. In the seven weeks, practicum students are expected to learn how to develop integrated marketing communications campaigns;

McCann gave us an opportunity to work like them, to have teams like them, and to feel the pressure of competition in the fierce world of advertising. Joanathan Tirados Mccann Worldgroup Joanathan Tirados

to gain hands-on experience in different aspects of the business (client servicing, copywriting and art direction/layout, strat planning, media plan development, etc.); to be exposed to the processes of a multi-disciplinary agency and client companies; and to initiate the development of professionalism and business ethics through dealings with McCann Worldgroup employees and clients. Fresh graduate Joanathan F. Tirados recalls her McCann experience: “I expected a lot, not only from myself, but from the company as well. Anxiety kicked during the first day. Will I be able to live up to McCann standards? After my internship, a part of me says yes and an even bigger part may never know.

Having been assigned to one of McCann’s biggest accounts, Coke, I must admit that my time with the team is definitely not enough. My biggest job was a Trade Check for RC Cola. Not only was I able to understand the agency’s product, but the competition; I was able to glimpse the consumer’s mind and how the agency reaches out to it. To my disappointment, though understandably, the agency did not divulge much information regarding present and upcoming campaigns. It would have been such a thrill. Despite this drawback of working with such a well-known brand, I was still able to observe and experience first hand the advertising work environment.

[We] were also given three campaigns as challenges. I was grouped with individuals from different schools, as the team “Fluid Ink.” We presented a winning marketing plan to harness the power of Pop-teen Internet gaming for Royal’s “Ilabas ang Kulit” campaign, and a winning Convenience Stores activation concept for Sprite. And lastly, despite not emerging as victors in the last challenge, we were content to create a campaign called “Ngiting Coke, Ipasa Mo” where we proposed our strategy of a multimedia campaign that plays on the values of teenagers as seekers of positivity — and persuades them to share with others the uplifting experience of drinking Coke. I am honored to have accomplished my practicum in one of the best agencies, but somehow I regret that I could have learned more. During the first few weeks, the most I [did] was observe. Come the challenges, I glimpsed what it was like to really work on campaigns and present to the bosses. It was definitely different from [my] various advertising classes. McCann gave us an opportunity to work like them, to have teams like them, and to feel the pressure of competition in the fierce world of advertising. I would recommend McCann’s program, because it is unique and one-of-a-kind. Having the opportunity to immerse oneself in one of the biggest and [best]-known agencies in the country is probably the best way to glimpse the wonderful world of advertising. Not only will [interns] learn more about

the industry, they also have the opportunity to learn more about their selves. The practicum is not the real deal, yet. Despite this, those who are blessed to be a part of it should take it seriously, making sure that they don’t disappoint their school and more importantly, themselves by not giving their all in whatever task they are given. After looking back on my almost two months inside McCann Worldgroup, I must say that the experience was not enough – I definitely wanted to know more, to learn more. Did I enjoy my practicum? A definite “yes.” “ I am fully convinced that advertising agencies that take these summer training programs to heart, unselfishly opening their doors to impart in-depth gems of wisdom and knowledge, affording these kids their first real experiences in your unique and exciting corporate lives, are truly invaluable partners in true-blue education. McCann Erickson, BBDO/Guerrero, PublicisJimbasic, Leo Burnett, ASPAC, TBWA\ Santiago Mangada Puno, Bates 141, and others that I may still not be aware of – your hearts are indeed big and strong. You are a rare breed and we in the academe salute you.

NANETTE FRANCO-DIYCO is a faculty member of the Ateneo de Manila University and the University of Asia & the Pacific. She also writes a weekly advertising column in BusinessWorld and a bi-monthly marketing column in Food & Beverage World Magazine. may-june '09

105

logic and magic What face of genius do you wear?

by Bong Osorio

nybody who figures a way to bottle creativity may end up with a bank account to rival Bill Gates; or be rich and famous as Ray Kroc, the man who at 50 created McDonald's; or be revered and idolized as Mozart, da Vinci and Warhol. While no one has found the recipe yet, Annette Moser-Wellman, a former American ad executive, has come close to a concoction, nicely packaged in her book The Five Faces of Genius: The Skills to Master Ideas At Work. The witty, easy-toread collection of thoughts, ideas and exercises provides a roadmap to creative thinking styles. For sure you wish you were more creative. You may dream of someday inventing an amazing new product or technology, directing an award-winning movie, painting a masterpiece that will fetch millions at auction, completing a series of international best-sellers, or choreographing a routine that can disrupt an otherwise boring dance presentation. You may envision yourself as a charismatic political leader whose management skills that can help the country solve its social and economic woes, or a respected humanitarian bringing new ideas and peace to a beleaguered world. Or you may hope to be exciting mothers and fathers that radiate joy, care, love and excitement to troubled children day after day through your creative efforts. Increasing your creative power is truly possible. Whatever your economic status, age, religion, educational and current creative experiences are, you can achieve far beyond what you had previously imagined or dreamed winning a Palanca, Agora, or Ramon Magsaysay award; stumbling on an AHA! business concept that allows you to buy your first car, first house, or first plane ticket to an international destination; discovering a traffic system that can make Metro Manila's

commute more convenient and less threatening; developing an artistic hobby that opens the door to entrepreneurship or becoming a maverick in your industry. Stifled or lost creativity can be revitalized, and even taken to new heights. You just have to rekindle the spirit, nurture it, and generate the desired results. As president of a consulting firm that offers workshops in creative thinking, Moser-Wellman believes that creativity is the most valuable resource you can bring to your work. She says, “Ideas are what matter. Creativity is the true engine behind such business successes as McDonald's, Amazon.com, Starbucks, Body Shop.” The same can be said of Jollibee, National Book Store, Cebu Pacific and SM among others in the local landscape. The creative way of thinking increases understanding and appreciation of new ideas, of other people, of varying cultures, and of the world in general made smaller by technology. Creativity unlocks the mind and makes the spirit soar. It is what makes you feel alive. Moser-Wellman's concept of creativity and its potential for business starts with a definition of the common traits of creative people. “The creative mind is the same no matter where it is found. Robert Frost used the same skills to write a poem as Howard. Through extensive research, she discovered that there are five types of creative people: Seers, Observers, Alchemists, Fools, and Sages. The Seer. You are a seer if you have the power to image and if your key creative skill is visualization. You see pictures in your mind, and these pictures become the impetus for ingenious ideas. Mozart is an example of a Seer, as he describes, “When I am, as it were, completely myself, entirely alone, and of good cheer... provided I am not disturbed, my subject enlarges itself, becomes methodized and defined, and the whole, though it be long, stands almost complete and finished in my mind so that I can survey it, like a fine picture or a beautiful statue, at a glance.” The image, as you know, led to a breakthrough in the world of music. The Observer. You are an Observer if you have the power to notice the details of the world around you and put them together to build a new combination of ideas. Curiosity is your motivation, as you cherish the details you encounter. When Walt Disney took his young daughter to play in the park, he noticed the details around him, "the adults looked bored, the rides were

GLUED TO YOUR MONITOR? visit adobo at

106 may-june '09

Increasing your creative power is truly possible. Whatever your economic status, age, religion, educational and current creative experiences are, you can achieve far beyond what you had previously imagined.

run down, and the ride operators were unfriendly. He thought, “Wouldn't it be fun if there was a place where kids and adults could play together?” And from those initial observations he hatched the idea for his theme parks.

The Alchemist. You are an Alchemist if you have the power to connect domains, different ideas, disciplines, or systems of thought and put them together in a unique way to arrive at cuttingedge projects. Legend has it that Leo Burnett created the infamous Marlboro Man while using the principles of the Alchemist. Flipping through a magazine, he got fixated with the image of an American cowboy. Burnett made the creative connection between the masculinity of the cowboy image and the cigarette assignment that came to his agency. He believed that the cowboy could become the defining character for the product. And it did, because with this connection one of the most successful, and controversial brands in history was born. The Fool. You are a Fool if you have the power to celebrate weakness. Fools practice three related skills: excelling at inversion, seeing the sense in absurdity, and having unending perseverance. Scientist Roy Plunkett made a discovery while experimenting on a new configuration of a chloro-fluorocarbon. He accidentally set a can of the chemical on the laboratory radiator. When he found it in the morning, the chlorofluorocarbon had polymerized and created a hard resistant surface on the bottom of the can. Instead of throwing it away and calling it a failure, he analyzed the accident. This mishap was the birth of a new product called Teflon. For the Fool, invention happens through redeeming weakness. The Sage. You are a Sage if you have the power to simplify. When Martha Graham began dancing in the early 1900s, the high art of dance

was Russian ballet, with its refined movement, exquisite costuming, and adorned set and stage. Graham thought differently. She believed dance was a visceral thing that should be about the body, not the ornamentation of the body. “Movement never lies,” she said. Graham stripped the complexity of ballet to its essence as human movement. Instead of predictable dance steps, she used the motion of the entire body. Instead of ornate sets, her stage was clear. Instead of elaborate costuming, she wore simple clothes. Graham's groundbreaking contributions changed the discipline of dance forever. Using the principles of the Sage, she became an originator of modern dance and created a signature style that continues to this day. The book has a 40-question survey to help you find your particular “face of genius.” Moser-Wellman says you can be often dominant in one of the faces, but the book's real goal is to help you master all the of the faces and use them regularly, interchangeably, and to your advantage. The world is becoming more complex each day, and societal problems are becoming increasingly difficult to solve. The world faces a multitude of issues begging for creative solutions. Governments need redirections. Schools need a major overhaul. There is crime everywhere. Family relationships are breaking down. Traditional business approaches are failing. Global competition is getting fierce. Consumers are becoming more sophisticated, demanding and discriminating. Companies are scrambling for new systems and methods to manufacture, manage and market products and services. There is a dearth in originality, and it is time to come face to face with the five faces of genius, and dig deep in the well of creativity. Learn from the stories of Albert Einstein, Andy Grove of Intel, Bob Dylan, Frank Lloyd Wright, Socorro Ramos, Tony Tan Caktiong, Chit Juan, Lance Gokongwei and other past and emerging geniuses, because as William Blake says, “It is my business to create.”

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

may-june '09

107