adobo magazine | July-August 2010 by Sanserif, Inc.

DDB DM9 JAYMESYFU COMES OUT ON TOP

As Campaign Brief Asia’s Philippine Agency of the Year 2010 CANNES LIONS FESTIVAL

WORLD CUP SPECIAL

AGENCY PROFILE Ace Saatchi & Saatchi

PROFILE Mike Schalit, Net#work BBDO

GLOBAL / AWARDS

POST-ELECTION ANALYSIS

THE SECOND COMING OF PRINT

MAD ABOUT Personalized Mass Media

2009 CAMPAIGN BRIEF ASIA CREATIVE RANKINGS CREATIVE REVIEW Dirk Eschenbacher PHOTOGRAPHY SHOWCASE DIGITAL SHOWCASE

Issue #28 Jul-Aug 2010 Philippines P180 Indonesia IDR 100k Malaysia MYR 15 Singapore SGD 10 Hong Kong Thailand

Issue #28 July-August 2010 P180

The Word on Advertising

Cannes Lions 2010: The World Cup of advertising festivals EDITOR-IN-CHIEF

04 06 06

TOP STORIES

DM9 JaymeSyfu is Philippine Agency of the Year The Philippines at Cannes Paul Heath takes on a worldwide role Y&R roll with Tiger Beer and Singapore Navy Alex Bogusky exits MDC

89 2010 cannes lions

DIGITALSCAPE 58 Breaking down the Yahoo! Net Index 2010 60 Webby Awards: 12 metals for BBDO NY 60 IMAAP 2010 PROFILE 50 Mike Schalit, Net#work BBDO MAD ABOUT 86 Personalized Mass Media

16 POST-ELECTION ANALYSIS

REVIEWS 24 BOOK REVIEW: Ilustrado 26 GADGET REVIEW: iPad

REGIONAL 40 '09 Campaign Brief Asia Rankings:

CREATIVE REVIEW 28 by Dirk Eschenbacher

79 Photography showcase

Dentsu Tokyo is a runaway no.1

38 .FOX Networks and AdChina partner up 42 Spikes Asia 2010 Primer

joys to Shanghai Expo visitors

PRIVATE VIEW 68 The Bigger Picture by Cid Reyes 66 Logic & Magic by Bong Osorio

46 GLOBAL / AWARDS

38 Tsingtao's lighthearted ads introduce

54 world cup special AGENCY PROFILE 21 Ace Saatchi & Saatchi, Philippines 72 The SECOND COMING OF PRINT

Tribal DDB, China

REGULAR FEATURES

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

ANGEL GUERRERO

MANAGING EDITOR PATRICIA TUMANG EDITOR CYNTHIA

DAYCO

SENIOR CORRESPONDENT

HARRY MOSQUERA

SENIOR WRITER

ABBY YAO

COLUMNISTS

BONG OSORIO CID REYES

CONTRIBUTING WRITERS

EXCEL DYQUIANGCO IGGY JAVELLANA LALISSA SINGSON JEL TORDESILLAS IDA TORRES AYE UBALDO

ART DIRECTOR LECH VELASCO EDITORIAL ASSISTANT

KITEN CAPILI

CONTRIBUTING PHOTOGRAPHERS

BOB GUERRERO NYKKO SANTOS JOEL SOL CRUZ

JELLIC TAPIA

ADVERTISING & MARKETING EXECUTIVE ADVERTISING & MARKETING ASSISTANT

JHERIC DELOS ANGELES

ADVERTISING & MARKETING COORDINATOR

BAMBI BAMBA

DIGITAL MANAGER

CHESTER DE LA PAZ

FRONT COVER PHOTOGRAPHER: JAR CONCENGCO

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

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.

2009 Campaign Brief Asia Rankings

DM9 JaymeSyfu Chief Creative Officer Merlee Jayme with her creative team

topstories

DM9 JaymeSyfu is Philippine Agency of the Year; Andrew Petch is country’s No. 1 creative The latest creative rankings of Campaign Brief Asia is filled with surprises, upsets and dark horses. For the first time, DM9 JaymeSyfu occupied the pole position in the Philippine league table. Not only that, it beat both last year’s leader, BBDO Guerrero/ Proximity, and this year’s favored agency, TBWA\ Santiago Mangada Puno. The latter two took no. 2 and no. 3 spots, respectively. #1 Andrew Petch

Of its no. 1 ranking, DM9 JaymeSyfu’s CCO and Chairperson Merlee Jayme said, “To be honest about it, we knew we were going to end up in the top three. But what was pleasantly surprising was the number of points we’ve accumulated ahead of everyone else. At the end of the day, it seemed all our winning work, whether popular or not,

july-august '10

contributed to our number one ranking.” Another factor is that the Campaign Brief Asia rankings covers a period of two years—a fact that is often overlooked. Thus, when the agency’s wins in 2008 (which included the Philippines’ first Cannes Media Lion) are combined with its metals in ADFEST, Media Spikes, LIAA, MEDIA Outdoor, New York Festivals and recognition in ‘The Work’ for 2009, it received that much needed boost. An even more stunning upset occurred in the individual rankings for the Philippines. Ace Saatchi & Saatchi’s new ECD Andrew Petch took the no. 1 spot, while the perennial leader, David Guerrero of BBDO Guerrero/ Proximity, went down to no. 10. Petch was happy to hear the news, but he admitted, “When you’re a CD you’re less focused on the rankings and more focused on the work.” He was also the first to point out that “75 percent of [the points] were from the two years I had worked in Singapore. I certainly look forward to next year, when I can be judged from the work I’ve done in the Philippines. But I certainly think it’s great for Saatchi because this helps us build

more of a creative reputation for ourselves.” While Guerrero went down, he can take solace in knowing that his recently repatriated ECD Simon Welsh moved up a notch, from no. 3 last year, to no. 2; DM9 JaymeSyfu’s Louie Sotto, from no. 11 to no. 3 and Welsh’s former partner Joel Limchoc went from 2nd place to 5th. Riding on the crest of its wins for Boysen “Flower Power” and UPAA “Riles”, TBWA\ Santiago Mangada Puno’s dream team (Melvin Mangada, Denise

Tee, Manuel Villafania and Brian Siy) occupied several slots in the top 10. They dislodged JWT’s Dave Ferrer, former Y&R creatives Leigh Reyes and Trisha Uy, BBDO Guerrero/Proximity’s Brandie Tan and O&M’s Lito Gemora. Campaign Brief Asia's Creative Rankings chart the performances of the 161 agencies that have won creative awards over the past two years. It also ranks the 1493 individual copywriters and art directors that have won awards over the past two years.

Hottest Creatives in the Philippines RANKING 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 18 19 19 19 20 20 21 22 23 24 24 24 25 25 25 25 25 26 26 26 26 26 27 28 28 28 28 28 29 29 29 30 30 31

NAME Andrew Petch Simon Welsh Louie Sotto Melvin Mangada Joel Limchoc Denise Tee Manuel Villafania Brian Siy Tin Sanchez David Guerrero Brandie Tan Herbert Hernandez Gogie Sinson Angela Arches Dave Ferrer Badong Abesamis Leigh Reyes Kara Bautista Joe Dy Ronnie Amador Meggy De Guzman Allan Montayre Ryan Rubillar Mela Advincula Ompong Remigio Tony Sarmiento Joni Caparas Rey Tiempo Jimmy Santiago Gary Amante Raoul Panes Maki Maquiling Lito Gemora Cey Enriquez Ali Silao Patrick Buchanan Merlee Jayme Gelo Lico Eugene Demata Biboy Royong Trisha Uy Trixie Diyco Ray Villacarlos Paul Anderson Maui Reyes Marci Reyes Mario Serrano Lissa Boluso Jeck Ebreo Jao Bautista Dale Lopez Zel Laurel

AGENCY Ace Saatchi & Saatchi Manila BBDO Guerrero/Proximity Phils. DDB DM9 JaymeSyfu Manila TBWA\Santiago Mangada Puno BBDO Guerrero/Proximity Phils. TBWA\Santiago Mangada Puno TBWA\Santiago Mangada Puno TBWA\Santiago Mangada Puno BBDO Guerrero/Proximity Phils. BBDO Guerrero/Proximity Phils. BBDO Guerrero/Proximity Phils. DDB DM9 JaymeSyfu Manila DDB DM9 JaymeSyfu Manila TBWA\Santiago Mangada Puno JWT Manila TBWA\Santiago Mangada Puno Y&R Philippines JWT Manila JWT Manila DDB DM9 JaymeSyfu Manila BBDO Guerrero/Proximity Phils. DDB DM9 JaymeSyfu Manila TBWA\Santiago Mangada Puno Leo Burnett Campaigns & Grey Ace Saatchi & Saatchi Manila BBDO Guerrero/Proximity Phils. BBDO Guerrero/Proximity Phils. TBWA\Santiago Mangada Puno BBDO Guerrero/Proximity Phils. Leo Burnett Manila DDB Philippines O&M Leo Burnett Manila TBWA\Santiago Mangada Puno BBDO Guerrero/Proximity Phils. DDB DM9 JaymeSyfu Manila Ace Saatchi & Saatchi Manila DDB DM9 JaymeSyfu Manila Ace Saatchi & Saatchi Manila Y&R Philippines Ace Saatchi & Saatchi Manila Lowe Philippines BBDO Guerrero/Proximity Phils. BBDO Guerrero/Proximity Phils. TBWA\Santiago Mangada Puno Lowe Manila BBDO Guerrero/Proximity Phils. BBDO Guerrero/Proximity Phils. BBDO Guerrero/Proximity Phils. BBDO Guerrero/Proximity Phils. Campaigns & Grey

POINTS 420 164 162 151 127 102 92 90 87 79 67 66 64 62 55 54 50 45 45 44 44 44 42 42 40 39 36 32 32 32 30 30 30 30 30 27 27 27 27 27 25 24 24 24 24 24 22 22 22 20 20 15

#2 Simon Welsh

#3 Louie Sotto

#4 Melvin Mangada

#5 Joel Limchoc

#6 Denise Tee

#7 Manual Villafania

july-august '10

topstories The Philippines in Cannes

Come Blow Your Horn

s the world’s football fans blew vuvuzellas in South Africa, Filipinos tooted their own horns in the South of France. From June 20 to 26, at the Cannes Lions International Advertising Festival, a delegation of Filipino admen showed the advertising world that Philippine creativity was at par with the world’s best. A banner year for Philippine creativity In what has been called the World Cup of advertising, the Philippines bagged two Silver Lions, two Bronze Lions and the Silver medal in the inaugural Young Marketers competition. Ace Saatchi & Saatchi was awarded the Silver Lion for North Face “Nature Products” for its clients the Primer Group. Packaging ordinary rocks, leaves and sticks as North Face gear, the agency might have mystified consumers at the store, but won the admiration of the Outdoor Lions jury. DM9 JaymeSyfu also won a Silver Lion for its whimsical Mini Cooper “Rollercoaster” poster for client British United Automobiles. Turning Manila’s streets into a themepark attraction presented the iconic car as truly fun to drive. The agency’s Chairman and CCO Merlee Jayme was in Cannes when the news was announced. Jayme was delighted with the victory, as well as the inclusion of its other ads in

Mini Cooper "Rollercoaster ", DM( JaymeSyfu

FEDEX "Mud" BBDO Guerrero / Proximity Phils.

Radio Lions Jury Raoul Panes

the shortlists. By fielding six out of 13 shortlisted ads from the Philippines, DM9 JaymeSyfu proved once again that it wasn’t Campaign Brief Asia’s most awarded Philippine agency for nothing. The Bronze Lion was awarded to BBDO Guerrero/Proximity Philippines for its FEDEX “Mud” billboard. Likewise, agency Chairman and CCO David Guerrero, who was a speaker at a panel on the golden age of UK advertising, was present when the results were released. The sound of victory The second Bronze Lion was presented to JWT Manila in the Radio Lions category, for its campaign North for the Kythe

july-august '10

Face "Outdoor Essentials" Ace Saatchi & Saatchi

Foundation. Ingeniously juxtaposing a young cancer patient’s outlook on life with a life-weary adult’s, it encouraged donors to give valuable support especially on the birthdays of the brave children in the care of Kythe. The Radio Lions competition also featured another Philippine creative. Raoul Panes, executive creative director of Leo Burnett Manila, was one of the judges. He is the fifth Filipino to judge at the Cannes Lions, and the fourth in the category of Radio—a testimony to the festival organizers’ confidence in the country’s expertise in the medium. Philippines’ winning strategy But the real surprise were the country’s Young Marketers, Dave Buenviaje and Mary Loise “Mei” Marasigan of Bayan, who won the Silver award for the first-ever Young Marketers Competition at Cannes Lions. Judged by a panel of international advertising leaders, the pair was the only team from Asia, and ran second only to the winning team from Dominican Republic. Nevertheless, they rose to the challenge and churned out a marketing brief—around the aspirations of citizens for its new President Benigno Aquino III—that won over the attention of the judges. The Cannes Lions International Festival is the world’s most prestigious gathering of advertisers and marketers. Over 8,000 practitioners from around the world flock to this French seaside town each year, to network and to learn from CEOs of the world’s biggest advertisers and ad agencies. The highlights are the 12 Cannes Lions competitions where more than 24,000 ads vie for the Grand Prix. For more news on the 2010 Cannes Lions, turn to page 89.

topstories

PAUL HEATH

O&M’S AP CEO takes on worldwide role

Paul Heath

Ogilvy & Mather Worldwide promoted Paul Heath to the newly created role of Worldwide Director, Ogilvy & Mather Advertising, in addition to his primary role as CEO Asia Pacific, with immediate effect. Said Miles Young, CEO of The Ogilvy Group, “Paul successfully relaunched and reinvigorated Ogilvy & Mather Advertising in Asia Pacific before becoming CEO. Unlike other Ogilvy disciplines, Advertising

"Only by developing insightful, creative and effective work for our most cherished clients will we drive the most value for our clients brands, and our own." does not currently benefit from formal global leadership. Under Paul’s guidance, Advertising will take on a more formalized approach that links the Advertising heads in each region together to drive our business development agenda and give momentum to our largest discipline, a shift that has benefited the unit significantly in Asia.”

Two of Asia’s most sought-after accounts, Republic of Singapore Nav y and Tiger Beer, appointed Young & Rubicam within four weeks of each other. The legendary tenure between the Republic of Singapore Nav y and its incumbent Saatchi Singapore didn’t deter the large number of agencies who threw their hats in the ring when the pitch was called in December 2009. Following a closely fought first round, Saatchi, Dentsu and Y&R Singapore battled anew, until Y&R was the last agency standing. “For more than 25 years, agencies in Singapore have been trying to win this account because of the client’s high regard for great award winning creativity. It says a lot to us that the Republic of Singapore Navy believes they have found the right new creative partnership with Young & Rubicam Singapore,” added Marcus Rebeschini, chief creative officer

“This is a tremendous opportunity to do great work for one of the most famous Asian brands. Tiger Beer is an award-winning beer brand with over 40 prestigious international awards and accolades."

july-august '10

In 2009, Ogilvy & Mather Advertising’s new business growth was impressive with wins such as Shangri la, Rolex, Prudential, Vitamin Water (Coke) and Tata Sky among others. Aiming to replicate Asia’s success, Paul assembled a global executive committee (ExCo) consisting of the regional heads of Advertising from Asia Pacific (David Mayo), London (Hugh Baillie), New York (Simon Pearce) and Brazil (Fernando Musa). Said Paul Heath, “At the heart of our thriving advertising business are the Twin Peaks of Creativity and Effectiveness. Only by developing insightful, creative and effective work for our most cherished clients will we drive the most value for our clients brands, and our own. Working in a global community and putting the best of Ogilvy & Mather from around the world behind our clients brands means that we will be competitively geared for growth.” Paul continued, “Advertising, in the traditional sense, has taken a beating in the popularity stakes over the last decade, with the demise of TV leading the headlines. We believe the biggest opportunities, particularly for emerging markets, lie in understanding how this medium works and how best to combine TV with other mediums to develop innovative communications for our clients.”

Y&R rolls with Tiger Beer and Singapore Navy

Matt Godfrey

for Asia, who was closely involved in the win of this highly coveted account. The appointment of Y&R Singapore covers both brand and recruitment briefs. On the regional front, Y&R Asia won Tiger Beer’s business after a seven-week pitch process culminating with a final presentation to Asia Pacific Breweries Ltd (APB).

The work was a joint effort between Y&R offices in Malaysia and Singapore. Led by Y&R Malaysia CEO Bob McBrain and Chief Creative Officer Edward Ong –who combined with his counterpart James Procter the Y&R Singapore CCO—the Y&R team fought off O&M, JWT, Iris and incumbent, Saatchi & Saatchi along the way. Matt Godfrey, Y&R Asia’s new President, guided the pitch process across both offices with partners Rebeschini and Hari Ramanathan Y&R’s Regional Planning Director. According to Mr Godfrey, “Both offices put their best foot forward and displayed remarkable teamwork. We went in as one team and won as one.” The win covers regional work for key Asian markets including Malaysia, Singapore, Vietnam, China, Thailand, and Cambodia. The pitch involved both strategic and creative development, designed to develop further Tiger’s already established positioning of “Enjoy Winning”.

newsline

GMA Network hikes Q1 net income by 71 percent to P855 million

Php855M, a hike of 71%, this is GMA’s Q1 net income. Locally, it’s the retention of its Mega Manila and Urban North/Central Luzon viewing population that accounts for 55% of all TV households nationwide. Their viewers increased the ratings of 15 of their programs. Joining “Darna” in the top ten are “The Last Prince”, “Panday Kids”, “Full House”, “24 Oras” and “Pepito Manaloto”. Aside from its regular programs, political advertisements and TV Specials like the Paquiao vs. Clottey coverage also contributed to the hike. On the regional and international scale, GMA operations seek to gain more viewers. They launched GMA Pinoy TV (GMA Channel 7 Programs) and GMA Life TV (Lifestyle Programs from Q Channel 11) in the territories including Europe, US, Japan, Singapore, Middle East and North Africa. For the first quarter, it accounts for P235 million of subscription revenues. Aside from showing GMA-produced programs to other countries, GMA Worldwide, Inc. (GWI), is also continuing its signal and facility upgrades in areas around the nation particularly in the Visayas and Mindanao regions.

Alex Bogusky exits MDC

Nestle Coffee-mate battle trans fat in new TVC

Nestle emphasized wellness in its most recent Coffee-mate television commercial featuring a couple illustrating acceptable amounts of what is widely considered as fatty food such as butter, bacon and presumably, coffee creamer. Trans fats or trans fatty acids have been blamed for many “lifestyle” diseases such as type 2 diabetes and coronary heart disease. However, many food and beverage companies continue to use trans fats because they lengthen a product’s shelf life and improve their food and texture, among other benefits. However, with Nestle Coffee-mate Zero Grams Trans Fat (ZGTF), consumers can continue to enjoy richer and creamier cups of coffee without putting their health at risk.

Globe Telecom Launches First Flagship Store

Globe Telecom launched its first flagship store in Greenbelt this June. The pod-like store is an area where customers can wait in a lounge area or the Service Zone, or choose from different styles of mobile phones from the Shop Zone. This includes an array actual working phones (yes, even smart phones) and mobile accessories. Customer service agents are ready to serve clients more by guiding them through computers that stand as customer guides for plans and promos. “The concept [of the new store] is embracing the digital lifestyle, whether you are at home, on the go or at work.We want out customers to feel a sense of playfulness and discovery when they come to our store,” said Globe head of stores, Maridol Ylanan. july-august '10

Five months into his role as MDC Partners chief creative insurgent, Alex Bogusky retires from advertising. Bogusky, founding partner of Crispin Porter & Bogusky (CP+B), will direct his attention to his non-advertising interests, much of it not for profit. Bogusky spent two decades with CP+B, seeing it through its beginnings as a small shop in Miami, its acquisition by Toronto-based MDC, and eventual move to Boulder, Colorado. He was head creative for several years until his appointment as co-chairman with Chuck Porter in 2008. Last January, MDC specially created a part-time position for him. As chief creative insurgent, Bogusky was responsible for the creative output across the holding company’s agency network, which also includes Mono, Skinny and Redscout. Last December, Adweek proclaimed Bogusky “creative director of the decade” for his disruptive and much talked-about work. CP+B was recently awarded the Titanium Grand Prix in Cannes for Best Buy’s “Twelpforce”. Other notable campaigns under Bogusky’s creative leadership included Burger King’s “Whopper Sacrifice” and “Simpsonize Me”, and the anti-tobacco campaign for Truth.

Bogusky seems to have thought about his resignation for quite some time now, taking on fewer creative responsibilities and more personal projects in the past months. “I’m exploring and figuring out what is that genuine version [of myself],” Bogusky told The New York Times, “and it’s not really consistent with corporate life.” He is upbeat about the potential of social media and the possibility of going into TV shows either as a host, producer or director. Bogusky has always been busy with side projects, publishing two books and running an online talk show “Fearless Q&A”. In industry circles, he is known for promoting sustainability initiatives and investing in an eco-friendly autorepair service called Green Garage. He revealed to Fast Company in June that some clients did not like the things he had said and that he did not want MDC to have to keep doing damage control on his behalf. His book The 9-Inch Diet on serving sizes ruffled a few feathers among his high-profile fastfood clients. One wonders if he takes the role of agitator too seriously. But at 46, the man who helped shape American advertising still has plenty of time to play the provocateur.

Manila Design Week Changing Manila One Design at a Time

by Ida Torres

Graphic Design is everywhere, everyday, whether we’re obliquely aware of it or not: from the obvious (product and company advertising, store display windows) to the more personalized (jeepney designs, students’ notebooks covers, your room). Manila Design Week, a year after impressing the advertising and design world in 2009, wants to win over everyone else by showing that graphic design is not just for artists seated at their computers 10 hours a day or designers sketching furiously every 30 minutes. “Design Everyday” is the theme for this year’s Manila Design Week and just like last year, it is a week full of activities to inform, inspire, and bring both professional and amateur designers together.

Graphika Manila is only the beginning of an exciting week for design practitioners and aficionados. Here’s what the rest of the week looks like. August 9/Greenbelt: Fashion Night Just like last year’s Fashion Night, collaborations between fashion designers and graphic designers present a fashion smorgasboard for eyes and minds. August 10/Collective: Cut and Paste What do you get when four artists (both 2D and 3D designers) cut and paste while spectators look on-the-spot art at its best? The first “Olympics of Graphic Design” for the first time here in the Philippines. August 11/High Street: Public Art The before-and-after photo exhibit is at High Street, but Public Art goes really public as design teams redesign different neighborhoods in Manila. August 12/Glorietta: Student Competition This year’s edition gets even bigger as students from different walks of life create artworks that will be physically displayed in Glorietta and virtually displayed through the power of social media. August 13/Cubao X: Music Night An aural and visual mishmash of both the iconic to the latest music acts, teams up with the best graphic designers to tell the story of the evolution of Filipino music through print and motion design and, of course, music. August 14/High Street: Design Everyday The culminating activity for this year’s Manila Design Week is a multi-media exhibit of installations using everyday materials to show the public that yes, design is everyday. An evening concert is the perfect conclusion to a design-filled week. To find out more about the activities, visit www.maniladesignweek.com.

july-august '10

Opening this year’s festivities is the 5th Graphika Manila International Multimedia Design Conference, the premier multimedia and graphic design event of the country. This year’s line-up of speakers is a mix of international and local design “celebrities”, who will share the tips and tricks that have made them the excellent designers everyone’s raving about. Tara McPherson, a New York-based artist, is the “Crown Princess of Poster Art”, with gig posters for alternative artists like Beck, Modest Mouse and Melvins. Adding to her cool factor are her designs for the maverick graphic novel imprint DC Vertigo. Another speaker that pop culture artists will ooh and ah over is Danny Yount, one of the most notable title designers for film and television. He has an Emmy to prove it, too, which he won for the critically acclaimed “Six Feet Under”. As if that wasn’t enough, he’s a photographer and commercial director for D&AD.

The “Champion of Singapore’s Graphic Scene”, Phunk Studio, inspires with its distinct and multi-ethnic visual signature, apparent in their work for Nike, Nokia, MTV, Daimler Chrysler, Comme des Garcon, Levis, Tiger Beer and Salem. On the local front, Underground Logic leads the roster of speakers, sharing how it has become one of the leading creative motion graphics and visual effects house in the country. Husband and wife creative powerhouse Arnold and Cynthia Arre speak about their individual triumphs and collaborative efforts. Arnold is best known for the definitive Filipino graphic novel “Mythology Class”. Many outside the industry may not know Cynthia’s name, but they do know her album designs for bands like Eraserheads, Itchyworms, Imago and Sandwich. Last but not the least, Rocketsheep Post’s Avid Liongoren talks about its multimedia film project entitled “Saving Sally” and how it has evolved over the years.

movers

David Tay is appointed as the new Business Director for BBDO/ Proximity Singapore’s SingTel consumer business. He is formerly of Saatchi & Saatchi. Jean-Paul Burge, CEO of BBDO/Proximity Singapore and President of South East Asia, comments that Tay’s experience in retail and brand makes him a huge asset to the agency as a whole. Tay’s appointment is one of BBDO/ Proximity Asia’s hiring sprees. He follows the appointment of Jane Perry as head of Proximity Shop and Jonathan Teo as ECD. Chris Chiu, currently the ECD of Leo Burnett Singapore, has been promoted to Group ECD of Leo Burnett & Arc Worldwide Singapore last May. Simultaneously, the most recent Regional Creative and Managing Partner of Saatchi & Saatchi Singapore John Kyriakou also has been named the CEO of Leo Burnett & Arc Worldwide Singapore. Jarek Ziebenski, President of Leo Burnett & Arc Asia Pacific, comments, “With Leo Burnett and Arc Worldwide on track to grow double digit this year, we want to ensure that our team has the best leadership and support in place to take this growth further; these are indeed good consequences to manage.” With an aim to continue expanding and strengthening its talent pool in the region, Starcom Mediavest Group announced Bharad Ramesh’s appointment to Regional Executive Director, Strategic Operations and Trading, Asia last May. With a decade of experience shaped from working in major markets globally, Ramesh will monitor the progress of SMG’s working processes on multi-national clients and also exert on agency size to emphasize on trading opportunities within its clients in the region. Regarding the operation front, Ramesh will report to the Regional Managing Director of Starcom MediaVest Group Jaswinder Kaur while issues on trading will be discussed with Jeffrey Seah, CEO of Starcom Mediavest Group. Beacon Communications proudly welcomes Gavin Cranston, formerly of BBDO/Proximity China, to the newly created role of Head of Digital Communications. With 12 years of experience and multiple awards under his belt he is now set to use his skills to strengthen Beacon Communications’ growth in the digital arena. He will be working, mainly, on Philip Morris and P&G. Nicolas Menat, President of Beacon Communications, says “Gavin’s role is about initiating, creating, and managing the complete digital services Beacon will provide in the future, connecting target planning, media planning, creative, design, and production together”. Menat is certain that Gavin will help grow the agency’s digital business.

july-august '10

GIGZILLA

JP Cuison’s poster art

What was once a boring wallflower (or in this case, poster) may become a gem in an artist’s eyes. JP Cuison, part of the Young Lions team from Leo Burnett who flew to Cannes this year, held an exhibit entitled “Gigzilla” at Cubao Expo last May. Composed of posters with a whimsical take on well-loved cartoon characters, it was the result of a yearlong project, which began with his first poster for Shotgun-Action in the Saguijo bar. “It’s just a form of expression, to share what I do,” he mused. And clearly, what he does and does well is advertising.

TRUTH IN ADVERTISING NEPO-LEONIC DYNASTY The passion for advertising can run so deep that you can pass it on through your DNA. It’s not unknown for for children to follow in the footsteps of their parents. At a multinational ad agency, for example, one art director sired two more art directors and one suit, all of who spent their careers in the same agency. However, to work in the same agency with Dad is one thing; to expect Dad to still give you a piggyback ride is another. Princess is a young suit who has always been the apple of her father’s eyes. She can do no wrong, as far as he, a managing partner, is concerned. Illustration by So when she failed to get a proJed-Angelo Segovia motion through hard work, Daddy got one for her. When the agency limited the perks to those who met a higher quota, Daddy transferred his little girl to a less competitive department where she could easily surpass her colleagues for those perks. But now, Princess wants to attend a global conference in Brazil—for no reason other than she’s never been there before. Well, nepotism is about to hit a brick wall. Come next board meeting, the other managing partners will lay down the law— Princess can’t qualify as a delegate, no matter what. If she wants a junket, the office certainly won’t pay for it. Now, poor Daddy will have to decide: break Princess’s heart, or break the bank. Which do you think he’ll choose? Yeah, we think so, too.

4As-P’s ARAL

trategic planners are the last unsung heroes of advertising. Simply explain the job of a strategic planner to your parents; in all likelihood, you won’t even try. Planners don’t write; they don’t draw; they don’t sell; they don’t direct or shoot images. A strategic planner is responsible for devising strategies that spell the difference between a piece of marketing communications drivel and a campaign that people will remember for years. That’s why the educational arm of 4AsPhilippines, named ARAL, gathered 80 junior agency folk, as well as a few curious clients, at The Manansala in Rockwell last May 27 to help them understand strategic planning. ARAL director Carlos Consunji from Campaigns & Grey/Neuron brought Peachy Pacquing of Ogilvy & Mather, Mariles Gustilo and Leigh Reyes of Lowe Worldwide, Paul Roebuck and David Guerrero of BBDO Guerrero/Proximity Philippines, and Yoly Ong of Campaigns & Grey to shed light on different aspects of the discipline. A former “Interrogate it. Saatchi regional Challenge it. It planning director, Guerrero/ will take time, BBDO Proximity CEO and hopefully, Roebuck dissected your clients will the challenge. give you time.” Regardless of network or geography, he described planners as “the custodians of the processes that leads to the first ‘creative leap’ in an advertising campaign.” Harnessing the superpowers of a crack investigator, a market research expert, and a social anthropologist, the planner takes the client’s brief and from it, launches into the research and analysis that results in the creative brief. The best brief, Roebuck pointed out, “distills these thoughts, processes them into a single point and communicates it with clarity, brevity and fertility.” Sounds simple, right? But ask any creative who has had to work from a dud brief, and he can tell you that it’s anything but. Lowe Worldwide President Gustilo, revealing an obsession with insights, explained the challenge thusly: “Why isn’t Brand X moving? That’s because the person you’re talking to isn’t moved by what you’re selling, so you go back and look at it from the human perspective. Get an insight into the human experience. What is [the consumer’s] problem that’s not being solved?” Based on the cases she brought to the seminar—the Surf “Wais” (wise) campaign, which persuaded housewives that compromising on performance was okay, if it meant saving money and being a better wife, and the Selecta family campaign, where fathers bonded with their kids over ice cream—Gustilo was partial to consumer insights. On the other hand, Roebuck favored product discoveries, july-august '10

Focus on the Do’s and Don’ts of Strategic Planning

often used by Levi’s, and insights into the client’s philosophy, which propelled Honda’s classic “Grrr” ad. But as Gustilo said, there are insights, and there is "the insight", the one that is relevant to both the consumer’s life and the client’s problem. Finding it requires planners to dig deep and to reject low-hanging fruit. Gustilo advised, “Interrogate it. Challenge it. It will take time, and hopefully, your clients will give you time.” But some clients prefer to shorten the process by insisting on a predetermined insight—which may or may not be the best choice. Roebuck explained, “There are no shortcuts... Because if you don’t [go through Paul Roebuck the process] and you ultimately use that insight, you’re going to fall short of the strategy. If you fall short of the strategy, there’s no way the creative team can deliver a powerful idea.” Of course, the obstacle isn’t necessarily the client. A good creative brief needs to guide the creatives without dictating the solution to them. Some planners are known to dumb down the brief, to allow the creative team more freedom. BBDO’s Chairman and CCO Guerrero, a strong-willed creative himself, told planners not to pull their punches. “Put the best, cleverest thinking in the brief. Creatives should be

Surf " Wais" tvc

Selecta tvc

Mariles Gustilo

inspired and challenged by your brief, not be frightened by your creativity.” To the creatives and clients in the seminar, he said, “It’s tempting to get a great insight and just put a box around it and call it an ad. That will work, but unless you take a leap from that insight, it isn’t going to be memorable. The challenge is to be true to that original insight while taking a big leap away from it.”

“Keep focused on the end product at all times: a powerful idea.” Nevertheless, Roebuck cautioned planners, “It’s always good to validate if your insight is fertile. Talk it through with your CD. Otherwise you may get lost in the brilliance of your own thinking.” The other speakers fleshed out the rest. Pacquing, managing director of Ogilvy & Mather, differentiated the advertising idea, brand idea, and creative idea from one another. Reyes, Lowe Worldwide’s ECD, translated insights into interactive ideas for the new generation of consumers. Campaigns & Grey Chairman Ong explained how strategic planning helped to elect President Noynoy Aquino (read the story on page David Guerrero 16). At the end of the day, strategic planning is all about focus. As Guerrero reminded everyone, planners shouldn’t forget what the brief was mean to do. “Keep focused on the end product at all times: a powerful idea.”

movers

Grey Group Singapore hires four awardwinning creatives: Joseph Cheong as Head of Copy, Ang Sheng Jin as Head of Art, Yvonne Chia as Senior Copywriter and Weicheing Loh as Senior Art Director. They will handle clients such as GlaxoSmithKline, AXA and Mitsubishi Motors. Also, Cheong and Ang will continue working with four-year partner McCann Erickson Singapore and JWT Singapore on clients like Maybank and KFC. Likewise, Chia and Loh will continue their two-year partnership with Euro RSCG Singapore and Fallon Singapore on accounts like DBS, Nike and Citibank. Subbaraju Alluri, Grey Group Singapore’s CEO, expresses his confidence in their capabilities; the agency is on the right trajectory this year. BBDO/Proximity Malaysia has confirmed the appointment of Richmond Walker as its executive creative director. Walker will succeed Mun Tuck Wai, who is leaving to pursue a career overseas. BBDO/Proximity Malaysia Group Chief Executive Jennifer Chan said the agency appointed Walker after combing the market for an experienced candidate who is primed to take on the agency’s creative helm. “We are thrilled to have Walker on board. Without a doubt, I believe he is the ideal creative leader for Malaysia’s No. 1 creative agency,” Chan said. “Moving forward, his international experience will certainly give not only the agency, but its clients, an edge. I am sure Richmond will contribute greatly to your business.” Netbooster Asia's new appointments: Previously the VP for Creative Strategic Planning, Frederic Levy was promoted to Associate Director remaining on top of strategic planning and the digital insights. Fred Tshidimba, who has previously worked with Nestle Coca-Cola Belgium as Marketing Manager, joined the team as Business Development Director. Carlo de Leon, from his previous CRM role to Leo Burnett and MRM Worldwide, leads the accounts and client services team as Client Services Director. Formerly an Account Director, Peachy Taculod was promoted to Head of Media, in charge of bringing the best value and ROI for the agency’s clients. Dino Cabrera brings in 12 years of creative excellence in the agency as Executive Creative Director spearheading the creative team into the digital space.

july-august '10

The Epilogue

Assessing the Pros and Cons of Noynoy’s Campaign

by Excel Dyquiangco

With his snazzy TV campaign slogans and his endless promises to uplift the nation, many believe that President Benigno Aquino III, or Noynoy as he is fondly called, won the hearts of the Filipino people long before he assumed the presidency. Noynoy’s advertising campaigns paint a portrait of the President as a capable leader concerned with the plight of the poor. As his presidential term begins, the true test will be to see how the President lives up to his reputable media image. How have advertising agencies and Noynoy’s TV commercials played a vital role in his surefire win? What really made Noynoy endearing to the masses?

runner, Manny Villar. But that was still at the onset, before his reputation was tainted with claims of riding on Cory’s magic and his questionable involvement with the Hacienda Luisita massacre, Though initially positive, which became when the campaign period fodder for public officially started in February, speculation. Through Noynoy’s ratings dropped surveys, ad dramatically—from 52 agencies began to take stock percent to about 30 of what people percent. wanted in a President: Yoly Ong, chairman of someone who was willing to Campaigns & Grey, shared insights into Noynoy’s victory during an 4As ARAL seminar last June. Her agency contributed to the strategic and creative marketing of the President throughout the campaign season. “We want marketing lessons, and you will not find any marketing lessons anywhere else except in an endeavor like this,” Ong said. “The people skills required to survive inside a political organization is something you and I have never seen in the ruthless world of advertising.” Ong states that during the 90-day campaign for Noynoy, the fortunes reversed many times. On September 9, 2009, when Noynoy announced that he was the standard bearer for the Liberal Party, the Social Weather Station Survey showed he was preferred by 50 percent of the voting public—way ahead of everyone else, even the purported front-

rally for the poor—especially when the anti-poverty ad campaign of Manny Villar came out—fight corruption, and exudes competency. “Suddenly, all the list of no-no’s against Noynoy became very good,” Ong said. “And that was not through advertising, but through word of mouth and the Internet.” Though initially positive, when the campaign period officially started in February, Noynoy’s ratings dropped dramatically—from 52 percent to about 30 percent. The campaign organization decided to focus on unifying

movers

Noynoy’s messaging and platform by testing 10 different slogans. They also banked on Cory’s yellow ribbon—but this time with a new twist to suit Noynoy’s stand. The final strategy that the Noynoy camp RAW School is back. The Creative Guild’s series of evening talks for young art directors and writers with less than five years of agency experience resumes this July. Schoolyear 20102011 marks a return to the original RAW School classroom setting, with more intense sessions (and homework). Attendees submit two ads per session, which are critiqued by the industry’s seasoned creatives. Brandie Tan, Lilit Reyes, Andrew Petch, Tonypet Sarmiento, Leigh Reyes and Merlee Jayme are among the confirmed speakers. Instead of 22 weekly sessions, there are now 16 sessions, to make the schedule more manageable for young creatives and the organizers. Practical matters such as client management are also on the curriculum. For the top graduates, RAW School is the place to build a killer portfolio, meet new friends and future rivals, and get the chance to be noticed by agencies. “Previously, top performing Raw School

did was to link poverty and corruption together through the slogan, “Kung walang kurap, walang mahirap (If no one is corrupt, no one is poor)”. “So when his song became a ring tone, was played in all

the sorties, there was some semblance of a cohesive campaign at this point. And because some people were saying that he had attention deficit disorder, we had to come up with what we call a reality campaign—unscripted and undirected,” said Ong, adding that the messages of unity and teambuilding given by the camps of both Noynoy and his vice-presidential running mate Mar were “fantastic”. According to Ong, Mar’s camp, on the other hand, made a fatal mistake when the focus became mostly about Noynoy’s campaign, often disregarding the fact that Noynoy and Mar were partners in this election. “Some people were not convinced that the president and vice should come from the same team, but we still tested this,” she said. “We were supposed to shoot a tandem ad, but Mar didn’t want it.” With a standout ad campaign, Noynoy has risen out of the shadows of his mother’s legacy and has been chosen to lead the nation—but will the media continue to be as kind and favorable? With the winning result in Noynoy’s advantage, the country now waits for him to fulfill his promises.

RAW School 2010

Welcome to Brand You participants got free registration to the Kidlat Young Creatives Competition,” says RAW School headmaster Lawin Bulatao. “We’re looking at the same thing this year, but this time for two teams.”

Classes are from 6:30 to 8:30 PM every first and third Wednesday of the month at various agency boardrooms through February next year. Under30s in accounts and media are also invited to attend the sessions.

JWT Singapore Managing Director Angus Fraser announced Jun Fukawa as Executive Creative Director. Fukawa led the creative department of JWT back in 2006, creating a reputation for the agency within the region. His most celebrated success was his work “Mail” for Kit Kat that won Japan’s first ever Grand Prix in 2009. “Jun has a strong vision for where the ad industry is going,” said Fraser, “We have huge ambitions for JWT Singapore and I have every bit of confidence the office will prosper under Jun’s creative guidance.” Swapna Nayak takes on the role of regional strategy director of MPG, the biggest network of Havas Media based in Singapore. Her responsibilities will range from local to regional accounts. She will be particularly focused on consumer insights, touchpoint planning and the best practice implementation of MPG’s strategic methodology Concert. Recently, MPG has expanded rapidly and has won a series of major accounts. The agency was also named as the number one media agency for new business and appointed as media agency of record by Mount Faber Leisure Group, replacing Mindshare. Last May, Grey India welcomed awardwinning art director Karan Rawat to their team as the ECD to work alongside Grey Mumbai ECD Rohit Malkani. Karan was formerly with Enterprise Nexus (Bates India) before establishing himself as an independent creative director. He started his career as a visualizer with McCann Erickson and was the senior art director for JWT for 4 years. He received multiple awards such as works for NECC, Times of India, Smirnoff and Ravissant. “From the first time I met him, I’m sure he was just the man for the role,” Rohit comments. “He is immensely talented and a wonderful partner to have on board.” Patricia Recto Tumang is appointed managing editor of adobo magazine, replacing Cynthia Dayco. Tumang comes with over six years experience in magazine publishing, having worked for various titles in the U.S. and the Philippines, including Hyphen, a magazine about Asian America for the culturally and politically savvy, and most recently, Contemporary Art Philippines. Angel Guerrero, adobo’s Editor-inChief, says, “I had to find someone who could help move adobo to the next level and I found it in Patricia. Our ways of working will be more streamlined and efficient with Patricia’s management and experience as she will be working closely with the editorial team and as part of management with me.” july-august '10

newbiz/pitches

Grey HK is Banana Boat and Hawaiian Tropic's agency-ofrecord

Hong Kong - Banana Boat and Hawaiian Tropic, under Energizer Holdings Inc., have been appointed to Grey Hong Kong as the agency-of-record. Grey Hong Kong continues to be the agency-of-record for Playtex Infant Care for the Asia market which is under Energizer Holdings, Inc. Personal Care. Banana Boat is a brand of protective sun care, giving families the freedom to enjoy the outdoors. Hawaiian Tropic is an international sun care brand for young adults, helping them achieve and maintain the desirable skin color. With the sun care line comprised of tropical ingredients, it provides the right kind of protection from the sun.

NetBooster Asia wins Axe Digital account

Philippines - NetBooster Asia acquires the digital campaign of the world’s most popular grooming brand, Axe. Working with NetBooster for the Axe Dark Temptation campaign in the previous year, Axe decided to continue the partnership with the country’s biggest digital agency. This year, the agency launched online activities for the “Guys Like Less” campaign generating a Facebook community of all the guys who like to see more legs and less skirts. This month, NetBooster will come in full swing with Axe’s new engagement platform called Axe Lab, where guys get tips, insights, videos, and surveys on how to become an ultimate babe magnet. NetBooster’s Executive Creative Director, Dino Cabrera says, “This year will be an exciting year for Axe and the agency, Axe is a dream account every creative would like to work on.”

Gen Lizares

Paulino Servado III

Telly Arce

Telly Arce had been working on a number of Ace Saatchi productions in a freelance capacity and had built up a good rapport with the Saatchi creative department. Her move to Ace Saatchi as Nanette’s replacement was completed in record time and Telly started officially as Ace Saatchi’s new Head of Broadcast on July 1st. To build on the momentum and growth currently being enjoyed by the Ace

New faces at Ace Saatchi

Saatchi Activation Group, Gen Lizares joins from Dentsu Indio as Business Development Director reporting to Onat Roldan. Gen has a broad range of experience working both above and below the line and in her new role at Ace Saatchi is tasked with building their digital, event and shopper marketing capability. Paulino Servado III recently returned to Manila after a 3 year stint in London working at a

TRUTH IN ADVERTISING

Guangzhou's Leatop Plaza selects Ogilvy & Mather for branding assignment

China - Following a competitive pitch against two other 4A agencies, Ogilvy & Mather Guangzhou was awarded the integrated branding communications assignment for Guangzhou’s Leatop Plaza—a new Grade A office property designed for the world’s top companies and slated to open in mid-2011. O&M’S services will include overall brand strategy development and promotion planning, public relations and visual identity design. “Ogilvy’s deep understanding of Leatop Plaza’s positioning in the market was absolutely apparent when they presented their vision for our brand. It was powerful and thought provoking, and consistent with Leatop Plaza’s values and culture,” said Mr. Jinfeng Fu, general manager of Guangdong Leatop Real Estate Investment Co., Ltd.

july-august '10

number of digital agencies, and will be assuming the position of Digital Manager. “We have had a fantastic start to the year and these 3 transformational hires are about building on that momentum. I am confident that they will each play a significant part in helping the agency to reap the rewards of a different creative emphasis in the digital age”, says Matt Seddon, Vice Chairman of Ace Saatchi & Saatchi.

JAKE CUENCA OVEREXPOSED AGAIN? Shirtless is the rule rather than the exception when it comes to Jake Cuenca’s billboards. In fact, he has had several underwearonly billboards in the past three years, including one early this year showing the young actor in a pair of floral briefs. This became controversial when an election lawyer complained about the said billboard being against

family values. (The attorney must be interested in the semiotics of flower patterns, but we digress.) Cuenca’s latest billboard for Boardwalk along Osmeña Highway may not get complaints for indecency, but it will get a few for poor taste. On the surface, the billboard looks like a typical Bench ad. Shirtless Jake Cuenca, check.

Reclining pose, check. But the styling is the very nightmare of every art director: the talent wears all the products he endorses at the same time. Cuenca, who is the image model of the direct selling network’s accessories, wears a belt, a watch and sunglasses. As if those were not enough for a topless man, a scarf was badly edited in, for good measure. As the focal point of the image, the snakelike neckwear suffocates the viewer and strikes at the billboard’s good intentions. Whoever put the billboard together has never heard of the adage “less is more”. Although Boardwalk is not a luxury brand (eyewear called Rayvan, anyone?), it can do much better. Don’t blame it on budget constraints. There are other ways of making the most out of your spend. Reboot, then reshoot. And please, no photo edited scarves next time.

Elevating office EFFICIENCY to the next level

Canon ImageRUNNER ADVANCE

With less time and effort, you can improve efficiency at work.

t :PV DBO FEJU 1%' Ä&#x2022;MFT t :PV DBO FBTJMZ BDDFTT TDBOOFE EPDVNFOUT XJUI UIF MBUFTU 0Ä?DF 0QFO 9.- Ä&#x2022;MF GPSNBUT 00 9.-

t :PV DBO FYUSBDU BOE FEJU UFYUT BOE JNBHFT UP DSFBUF WBSJPVT NBUFSJBMT GPS ZPVS PÄ?DF OFFET

XXX DBOPO DPN QI

Canon Marketing Philippines, Inc. 7th Floor Commerce and Industry Building 1030 Campus Cor. Park Avenue McKinley Hill, Fort Bonifacio Taguig City. Tel: (632) 884-9000 La Union Branch Tel: (072) 2424587 Pampanga Branch Tel: (045) 9618734 Legaspi Branch Tel: (052) 8202083 Cebu Branch Tel: (032) 2335735 Davao Branch Tel: (082) 2262050 Email: solutions@canon.com.ph Web: www.canon.com.ph

AGENCY PROFILE Ace Saatchi & Saatchi

Nothing is impossible Tonypet Sarmiento, Matt Seddon and Andrew Petch

Vespa "Our Ride" campaign

“The last office reminded me a bit of the Cu o know what’s happening at Ace Chi tunnels!” Saatchi & Saatchi Manila, one More than the physical change, Seddon has needs only to look at the figures: effected a revolution in almost all other aspects from nowhere to no. 2 in the local of the agency: departments, staff, systems and awards show; from zero to no. 6 in processes, and most importantly, in attitude. Campaign Brief Asia’s list of the “We are united behind a tightly defined country’s most creative agencies; a corporate philosophy which leaves nothing to couple of Cannes finalists; a silver chance.” Clio; Merit Awards at One Show, “We believe that nothing is impossible. and inclusions in The Work, Best Ads on TV and We work as one team with one dream. We Ads of the World. All in the span of a little over passionately believe in the power of Lovemarks a year. and their ability to transform our clients’ brand, To know how, one needs only to ask Matt business and reputation. And our dream is to be Seddon, vice-chairman and CEO who, two years revered as the hothouse ago, was given a brief to for world-changing “revitalise and transform creative ideas which the company”. “It is pleasing to see the create sustainable, “The last two years work getting better and profitable growth for have been turbulent—and our clients.” that’s putting it mildly, but better. There’s a great “This makes my a lot of fun nevertheless!” spirit about the place and job relatively simple— The Saatchi veteran, a passion to win which is populate every position known industry-wide as with people who care an avid fan and ardent very exciting.” enough about the ideas supporter of creative work, to ensure that they are joined Saatchi at the end big, provocative and have a transformational of 2007, when it was known as an agency whose effect on our client’s business.” most creative times were too far behind it. Among Matt’s most significant hires were Among Seddon's prerequisites before creative leaders Tony Sarmiento and Andrew agreeing to join was to move the office from Petch. the Feliza Building in Salcedo Vilage—Saatchi “We are fortunate that in Tony and Andrew, Manila’s home of over 20 years—to a spanking we have two very talented guys with slightly new Saatchi House with an open plan office.

july-august '10

different but complementary skills. Our ideas are a lot more rounded, holistic and therefore effective, as a result.” Matt also made it a point to fill other positions in creatives, account management, strategic planning and even in finance with leaders who share the agency’s vision. He relaunched Saatchi Activation, which is now the fastest-growing part of the business, providing Digital, Event, Shopper Marketing and PR services to the agency’s core roster of clients. The results were transformational. By the end of 2009, Saatchi posted its strongest creative and business performance in years. “Profits are significantly up versus previous years, driven by strong organic growth from existing clients and the winning of new accounts. 2009 also resulted in our best performance at the Ad Congress in almost ten years, not to mention our two Cannes finalists!” The coming years promise to be even better. “It is pleasing to see the work getting better and better. There’s a great spirit about the place and a passion to win which is very exciting.” What else is happening in Saatchi that has resulted in this transformation? Besides an amazing collective will, a spirit of true collaboration, an inspired passion and drive to do whatever it takes, and the soul to do it right, Matt is certain about one other thing. “Our reception counter doubles as an agency bar.”

Safeguard, Ariel and Tide tvcs

Sharp tvc

North Face "Outdoor Essentials" campaign july-august '10

bookreview

Ilustrado

David Guerrero Much of it is a riotous reinvention of modern Manila. Weaving in such elements as EDSA 3, The Glorietta 2 bombing/mysterious methane explosion and the one and only Embassy Superclub. There are also calamitous floodings, the local literary scene, the newspapers, crap emails and blog comments, incessant text messages at the most awkward moments, lots of the corniest Pinoy jokes and the more ludicrous social mores of Forbes Park and the Polo Club. It’s also a very ingenious whodunit. And along the way explains many mysteries—such as why the balimbing (star fruit)

arge chunks of contemporary Filipino fiction are written in exile. It’s because Filipinos in America (for the most part) are coming through writing programs in U.S. universities—and writing what they know—write about the expat experience. Their rememberings of Filipino life are sometimes unreliable and misty-eyed. But their feelings are clearly delineated. What about the writers based here? Well, either they don’t have the talent, or they don’t have the money to exploit it; more likely the latter. We don’t lack storytellers. But telling stories in a compelling way requires sustenance and patience, expert mentoring and practice, and above all, a paycheck at the end of it to make it all worthwhile. Nearly all of those elements— particularly the latter—are absent in contemporary Philippines. That means we have to leave the telling of the Filipino experience to the expat Filipino. Fortunately in Miguel Syjuco’s Ilustrado, we have evidence that some are up to the task.

Much of it is a riotous reinvention of modern Manila. Weaving in such elements as EDSA 3... There are also calamitous floodings, the local literary scene, the newspapers, crap emails and blog comments. The novel won the Man Asia Literary Prize in manuscript form (as the competition provides for). The competition is the Asian version of the famed Booker prize in the UK, which is only open to Brits and subjects of their former colonies. Since the U.S. has failed to provide anything similar to its former colony—in fact, sometimes

july-august '10

you wonder if the Americans even want to admit they were ever here—the Asian prize is the pinnacle of what Filipino writers aim for. Miguel did us all proud by winning the competition in only its second year. Clearly, though, expectations were running high when the novel was launched in the country on April 10. To say I was eager might have been overstating it, but I was the second person in line to get a copy—right after the bookstore’s owner. I told the author I was about to board a plane to Boracay, and he

said it would be a great chance to read it. And while it has been a mustread for me ever since, it has in fact taken me almost two months to complete it. I’m not a terribly slow reader normally. But the Kidlat awards, work, Internet distraction, and a new kindle mean that I have actually read three other novels while working my way through this one. And many others have also told me they’re “reading it”. So why is it such an almighty struggle? Certainly it is entertaining and contemporary.

should be the country’s national fruit. And why the only time you really have to worried about the traffic on EDSA is when there is none. I love the intermingling of the country’s political and literary history with the present day. I love the observations about the media, the peculiarly Pinoy stream of consciousness as expressed in drunken conversations, and I love the genuine love and respect he has for a society that, for its own sake, needs some fun poked at it. Perhaps in the end, it is just because it is so richly packed with these observations that I had to consume the book in small doses: Like chocolate that you don’t want to overeat. It is a very necessary book and one hopes not the last from him—or indeed others—to help explain the country to ourselves and to others.

David Guerrero is the chairman and chief creative officer of BBDO Guerrero/ Proximity Philippines.

gadgetreview

The iPad in my life

bout a year ago, a friend and I were sitting in a bar in Singapore. We both had our iPhones out. I was using mine to try and find something on the Internet. But it was too small, too fussy. I turned to my companion and said that my dream was to have an iPhone but with a screen four times larger so we could surf properly, read books properly and e-communicate properly in casual places, such as that bar. So when Steve Jobs took to the stage earlier this year to announce the iPad my dream came true. Nearly I’ve been living with my iPad for about a month now, and I love it. It’s has changed the way I do things. It has replaced the way I do things. It has reduced my desktop and mobile phone screen time and replaced it with a familiar yet different experience. For a start, I love reading newspapers. I read them on the net, but that cannot replace the tangibility of a real newspaper or the way I like to read articles, especially long ones. With the Press Reader app, my three favourite newspapers are downloaded onto my iPad before I wake up in the morning—in their entirety, classified ads and all. I can read, skim, pick and select articles at will, or just read them page-by-page like in the good old days. Wonderful.

july-august '10

Mark Ingrouille During the recent troubles, I was in Bangkok. The iPad kept me in touch with the minute-byminute drama. Not just the news feeds, but via the tweets and Facebook connections too. I’ve got the 3G model, so I can surf the web or do my e’s on-the-go almost anywhere, though most places I visit seem to have good wireless access nowadays.

Last week, I was in Europe and had to make a presentation to a dozen senior executives at a client’s global headquarters. I’d already uploaded my Keynote presentation onto the iPad. It was worth it just to see their faces as I plugged my iPad into their projector and went through the presentation without a hitch. I travel a lot, so I usually carry a couple of paperbacks with me for the long flights and for escapism from everyday agency problems. But these can bulk up my cabin baggage. So this time, I downloaded three novels from Amazon, using the Kindle App. Great reading until the grumpy old stewardess tells me to switch it off during take-off and landing under the "no electronic devices" rule. A rule, by the way, that The Economist (also read on my iPad) says there is no rhyme or reason for.

I’m not a big fan of watching movies on a plane, but I do like to catch up on TV series I never normally have time to see. This time, I uploaded the final series of “Prison Break”, which worked well on the iPad. With its battery life of up to ten hours between recharges, I managed to watch the whole series on one recharge. Last week, the boss of Sony claimed that by 2015, e-readers of books would outnumber paper readers. I believe him. And even sooner, amongst trend-setting advertising people. Within two years you’ll go into a Starbucks and see more people using tablet devices than reading papers or even, perhaps, laptops. It will be interesting to see. I said my dream has come true with the iPad. But not completely. There are a number of irks. Although the iPad can give me about 70 percent of all the things I do with a PC or mobile, there

are still things I think it should be able to do—but doesn’t. The lack of camera for Skyping is an obvious one. But it’s the lack of multitasking that irritates me the most. I’d love to be able to jump between reading, gaming and emailing without having to close and open up different apps. I’ve read that this fix is already coming to the iPhone, so perhaps a fix for this on the iPad isn’t far behind. Let’s see. Remember the first generation of the iPod compared to today’s devices, and we can see how fast development might move. Many experts dismissed the iPad when it was first announced. Their comments almost put me off getting one. They were wrong. This kind of device is gamechanging. And life-changing. And this is only just the beginning. Mark Ingrouille is the AsiaPacific business director for Publicis.

ZZZ GJWH\HV SK FULVPDGULG#GJWH\HV SK

*LYLQJ PRUH WR RXU FOLHQWV LV LQ RXU EORRG

CREATIVE REVIEW by Dirk Eschenbacher Former Executive Creative Director & Managing Partner, Tribal DDB, Asia-Pacific

Speaking for myself here, there are two big issues when it comes to evaluating digital campaigns. First, I never actually see them live but only after they have run, and only then, what I see is a campaign summary. Literally, I can count the times on two hands that I have seen the work in real media firsthand. I probably have to live in New York, London or Tokyo to actually be digitally touched by the ads. Beijing is just a little too far away. Therefore I am always entirely relying on the award submission, and by most standards, they are getting really good. It is more and more difficult to imagine the real effect the ads had when they ran. The other problem is the speed in which things progress in that category. There are hardly any classics left that are still relevant or still great today. Just think about the categories in award shows. Five years ago, there were not more than 10 categories to enter your digital work in; now, The One Show Interactive counts 37. Dirk Eschenbacher is an advertising creative director, designer and digital marketing expert based in Beijing, China. Dirk was the executive creative director of Asia Pacific with Tribal DDB, one of the worldâ&#x20AC;&#x2122;s leading digital agency networks. In this role, he creates award-winning campaigns across all media channels, for many top local and international brands in China and throughout Asia. Dirk is a frequent speaker at industry events; judges many local, regional and international advertising award shows; and lectures at several Beijing universities on the topics of design, advertising and digital marketing.

july-august '10

In order to maintain a good level of judgement, you have to really stay on the ball. Yes, the idea is always at the core of a great campaign. But in digital channels, ideas are played out through technology, and you had better know what is possible to understand how far they took the idea.

You stand in front of a camera; your outfit is scanned and turned into a shoedesign that you can take home as a poster, a wallpaper for your phone or, if you wait a few days, as a pair of shoes. Digital applications in stores need to be just that: Simple, beautiful and engaging. Having said that, it lacks a bit of impact. It’s more a wow than a WOW! NIKE NIKE ID Generator Beacon Communications K.K. / Tokyo www.wonderactive.jp/award/2009/nike/nikeiD_generator/

North Face is asking consumers to conquer China’s outdoors by planting virtual red flags with their mobile phone. A solid digital idea, and a great execution. Bravo to making good and engaging use of the mobile phone, something we all try and have a hard time with. However, while the campaign video looks really spectacular, the campaign itself feels small compared to the sheer size of China’s outdoors and mass of target consumers. North Face "Red Flag" Ogilvy Shanghai ourwork.ogilvyone.sh.cn/2010/tnf/tnf.html

july-august '10

CREATIVEREVIEW

Dirk Eschenbacher, former Executive Creative Director & Managing Partner, Tribal DDB, Asia-Pacific

The challenge with working in digital media is to have an idea that uses technology to create something surprisingly new, yet something really simple to understand and to interact with. This campaign hits it 100 percent. Click the “Lucky Switch” banner on any kind of website, and all images on this page turn into lottery tickets. It’s like a trojan horse, but from Tokyo. Wish I’d done it. Uniqlo "Lucky Switch" Dentsu Inc. / Tokyo interactive-salaryman.com/pieces/uniqlolsw_e/

"Lola Techie" is, in my opinion, one of the best digital campaigns I have seen from Asia in a long time. While the core is digital, the campaign plays over into many other media and feels like it has scale and momentum. The idea of putting Lola up front and letting her speak in consumer lingo is brilliant, insightful and just simply fun. And fun is normally not the norm when it comes to digital advertising. This campaign reminds me of why I went into advertising. Bayan Telecommunications "Lola Techie" BBDO Guerrero/Proximity Philippines www.bayan.com.ph/lolatechie/

july-august '10

CREATIVEREVIEW

Dirk Eschenbacher, former Executive Creative Director & Managing Partner, Tribal DDB, Asia-Pacific

It is great to see a digital campaign that engages an entire nation to come together to do something for a greater good. Living in China, I am not exposed to such efforts. I love the simplicity and the effectiveness of the message, and the fact that digital plays its role so well to rally people together in an offline event. Feels like a campaign that truly touches Philippine spirit. PLDT-SMART Foundation "Ako Mismo" Tribal DDB www.akomismo.org

A few dozen good-looking Japanese girls dressed in black with a little yellow lightball attached to their bums turn busy Tokyo streets into an ad for an internet service provider. The idea is to entertain students and the public after being so hard hit by the financial crisis. While it is certainly entertaining to watch the Ms. Fireflies do their dance, I find it a bit shallow and have seen better, deeper and more engaging campaigns from Japan. This one doesnâ&#x20AC;&#x2122;t set a new standard. So-net Entertainment "Hotaru San" McCann Erickson Japan Inc. www.mccann.co.jp/interactive/hotaru-san_en/ july-august '10

BANG FOR THE BUCK

The Agency BBDO Guerrero/Proximity Philippines The client & brand Bayan Telecommunications and its Bayan DSL The challenge The broadband Internet services category in the Philippines is a lucrative market, with broadband users projected to reach 1.6M in 2010. But the market is dominated by only three major players: PLDT, Globe and Sun. A far no. 4, Bayan DSL existed since 2004. But with an advertising budget only one-tenth the size of the category’s biggest spender, the brand remained largely under the radar. The strategy To create buzz and consumer conversation about Bayan DSL, in the hopes of improving consumer inquiries about the service, and raising the interest for the brand’s campaign versus competition’s. The target “On-Demand Internet Users,” 25 to 35-year-olds who value regular Internet access in their daily work or personal routines. Smart and practical, they aren’t looking for outrageous Internet speeds (offerings that the competition centered around and often didn’t deliver on). They merely desire a simple, uncomplicated Internet solution that answers their fundamental needs. This was clearly a need-gap that Bayan was poised to address. With subscription bundles that give consumers what they need at the right price, plus a 24-hour service guarantee, Bayan assured consumers of a smooth, comfortable online experience.

july-august '10

The message Bayan DSL simplifies things for you, so that your Internet experience remains easy and hassle-free. The idea Spinning off from the message that Bayan simplifies your online experience—Bayan DSL is so easy to use, even a grandmother could use it. The execution Creative executions centered on Lola Techie, a 66-year-old “silver surfer” who showed her unlikely expertise in using the Internet, all because of Bayan DSL. She googled her daughter’s boyfriend, played Counterstrike with the best of them, poked and superpoked her grandchildren,

Case Studies of Effective Creativity

bought computer hardware online, and was not averse to watching saucy videos on YouTube. Before the TV launch, the agency registered a range of online properties under Lola Techie in Facebook, YouTube, Twitter, Yahoo!, Plurk, Gmail and Multiply. With these and a team of responders, Lola Techie began a dialogue with consumers ahead of the media break. Every 10 days, they released a Lola Techie viral video before launching it on TV, each taking a humorous spin on popular Internet properties. On top of the online virals and TVCs, road banners, flyers and daily activity in social networking sites also supported the campaign. All these led consumers to www.lolatechie. com, where consumers found a Bayan DSL subscription form.

THE RESULTS • I_ n less than two months, Lola Techie became a national celebrity, attracting over 95,000 Facebook fans. • With only about 10 percent of the competition’s advertising budget, Bayan gained free media impressions worth PHP144 Million—six times the value of their paid media. • Bayan DSL experienced as high as 700 percent increase in customer inquiries through the hotline and website, resulting in a 9 percent growth in Bayan’s subscriber base versus previous quarter, and a 36 percent growth versus previous year. Beyond its business goals, the Bayan Lola Techie campaign has engaged consumers in a way no telco campaign ever has. CNET Asia has even called the campaign a “triumph of a through-the-line, integrated campaign.” THE AWARDS • Several Golds & Silver Araws at 2009 Philippine Ad Congress, including Best in Medium • Gold, Best Integrated Award in 2009 3 rd Asian Digital Media Awards in Beijing • Gold, Asian Marketing Effectiveness Award in Shanghai • Silver, Kidlat Awards • Silver, Advertising, Marketing and Effectiveness (AME) Awards in New York

Philippines June 2010 (Creative Agencies) RANK THIS MONTH

RANK LAST MONTH

AGENCY

RECENT WINS

ESTIMATED YTD WIN REVENUE (US$M)

RECENT LOSSES

ESTIMATED OVERALL YTD REVENUE (US$M)

Leo Burnett

Shell, McDonald's

1.2

McCann WorldGroup

Fort Bonifacio Development Corp., Pacific Onilne, Bank of the Philippines Islands

0.9

Grey Group

Hotel Sofia - Fleuris, Oriental Capital Ventures - Mega Sports World

0.9

TBWA\

Metrobank Institutional Campaign, Del Monte Fit 'N Right Juice, Tokyo Tokyo

0.5

Euro RSCG

Orchard Road Restaurant, Claritin, Citisec Online

0.3

Lowe

Lemon Squares, Unilever Axe

0.3

BBDO

Aboitiz Power

0.2

Ogilvy

Rexona Digital, Slam Cement Group - Paper PR, Stick House Gelato Merch

0.1

Dentsu

Hitachi

0.1

10=

DDB

0.0

11=

10=

JWT

0.0

11=

10=

Saatchi & Saatchi

0.0

11=

10=

DraftFCB

0.0

11=

10=

M&C Saatchi

0.0

15=

Publicis

0.0

Metrobank Institutional Campaign

0.2

15=

Bates

Wyeth, Zonrox

0.1

Shell

0.2

Y&R

JV Angeles Construction

0.1

Bank of the Philippines Islands

0.5

CREATIVE AGENCIES Leo Burnett maintained the top position on the back of previous wins. Grey secured Hotel Soffia and Oriental Capital Ventures businesses, and shared the second place with McCann TBWA\ also snapped several wins and made up the top four METHODOLOGY The R3 New Business League has been compiled each of the last 94 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

DIRECTORS SHOWCASE ROLLING SOON... FOR INQUIRIES, CONTACT: +632 497 3797 +632 845 0218 jellic.tapia@adobomagazine.com

Hit Productions' Vic, Brian & Dennis

Bates 141's Peter Sandor

Cherie Gil & Welovepost's Cody Miller present JWT's Joe Dy

BBDO Guerrero Red Box contestants Peepo David & the Black Senoritos arrive in the nick of time

Bayan's John Rojo & DM9's Alex Syfu

Former Young Spikes Ryder Aquino & Kulas Abrenilla

ADOBO RED BOX

Admen discover a love for Alt-Pop

Red Box judges David Guerrero, Brian Cua & Betsy Baking

Ace Saatchi & Saatchi's Andrew Petch

PMI Chris Nelson with Angel

Ad divas Chiqui Lara, Mariles Gustilo & Margot Torres

Attend any major industry event, and you may walk away with one impression: that Filipino admen listen to nothing but rock and roll. At the first adobo Red Box, adobo’s music competition, however all contestants sang anything but rock. Taking on pop, disco, R&B, jazz and Broadway, amateur solo and band musicians from the industry proved that ad industry liked all kinds. The deafening screams made it hard to hear the three guest judges: Over the Moon’s ECD Betsy Baking, multiawarded as both creative and singer; Hit Productions’ CD Brian Cua, who is also one of the most popular DJs in the country, and BBDO’s David Guerrero, who provided takeno-prisoners critiques, a la “Simon”. When the contestants, as well as host Lilit Reyes and Baking (who stole the show with their medley of love songs), were done, the Grand Prize of a free full-on recording session at Hit Productions’ world-class Studio H went to PC&V Communications’ Brent Sabas and Vitalstrats Creative Solutions’ Flush & the Toilets.

Paul Roebuck, Joel Limchoc, Andrew Petch

Co-hosts Lilit Reyes & Cherie Gil

David & Leigh: who's mimicking whom?

Y&R's ABC Girls

Sid Maderazo

Man-about-Party Atom Henares

Team BBDO and Angel cheer the bands on

CAMWHORES AT ENCORE With the global phenomenon of Facebook, Multiply, Flickr and Twitter, anyone above the age of 13 can be considered the new junkie…social junkie. Social networking sites give way to changes in how people interact with their day to day lives, admittedly, someone like me would start the day by opening my Facebook account and scanning through the lives of other people in my network. My favorite would be looking at photos by other people it’s pretty much like seeing the world through other peoples lives. Nowadays, it is not rare for you to hear the term “Tag please” or “pa-tag!” meaning, can you tag me in that photo you just took so everyone else in my network can see how fabulous I looked tonight. Again, as I have mentioned, social networking sites give way to many new species of online junkies one in particular—as we must somehow admit we are all camwhores. That flash on our faces, the sound of the click, that practiced smile that we do in front of the mirror to perfect that angle, ..oh yes we are camwhores. Technology has found a way to encourage this “camwhoreness” in everyone, from that little camera on our Macbooks, to new innovations like the photobooth. A modern twist to the instant 1x1 photobooths in the malls, this contraption that is professional lighting and camera lenses not only captures images, it also prints on the spot and uploads online for people to easily “tag” themselves. This is probably a camwhores best friend. Photobooths have become popular with wedding events to provide additional souvenirs for guests, then it has slowly

made its way to birthday parties, corporate events and now, with the growing number of Photobooth suppliers in the metro, it’s become a staple in most social events. Somehow, the absence of the traditional photographer gives one a sense of privacy in making those unexpected poses and wacky faces. Last June 3, 2010 at Encore, The Fort, adobo magazine celebrated it’s 4 th anniversary with one Red Hot Party, and of course, it wouldn’t be complete without a Photobooth as a souvenir for the guests of the industry. As you enter the venue, you’re greeted by this unique Photobooth from Fotomoto which had a different twist to the traditional Photobooths in the market. It had a clean white finish and what was hard to miss were the Glam lights situated infront, similar to make-up lights, a set up adds that glow to your face when you’re posing for a shot. Every shot make you look fabulous, skin tones are nice and it is safe to say that everyone in that Red Hot Party looked amazing. It was such a big hit, that you wouldn’t expect some serious folks in the industry to be posing in front of the camera like that. Now, parties are no longer the same without a Photobooth. From weddings, to events, to a simple birthday bash, guests will be going home with a piece of that moment they spend there and memories will be captured for a very long time. Fotomoto is undeniably one of the best thing to ever happen to camwhores of all shapes and sizes.

For further queries regarding Fotomoto photobooths, please contact Annabelle Zaldarriaga at: Landline: +632.907.7226 Mobile Phone: +63916.592.3802 E-mail: fotomoto.cci@gmail.com. www.fotomotocci@multiply.com www.facebook.com/fotomoto.cci

regionalnewsbriefs

PHD opens 12th office in Asia Pacific

Beginning its operations last May 20, 2010, PHD, Omnicom Media Group’s (OMG) award-winning media agency opens its 12 th office in Asia Pacific located in Sri Langka. PHD will be in partnership with Total Media Direction (TMD) to provide media communication solutions in the country. Shivanka De Zoyza will lead PHD Sri Langka as CEO of the local operations. “We are very familiar with the Omnicom Media Group and are very pleased to be working now with PHD, a challenger brand that is practically blazing its brand name across this region” said Shivanka.

APPIES 2010: gold medals given out to top 10 marketing campaigns in APAC

Awarding works that are both creative and dynamic has yielded high return-oninvestment (ROI), APPIES 2010 gave away gold medals to the ten most memorable marketing campaigns in Asia Pacific region. Bagging four gold medals is Campaigns from Singapore while China earns two. Winning one each are Malaysia, India, Sri Lanka and Australia. Ad agency Leo Burnett tops as the big winner with two awards for campaigns in Australia and Singapore. The awards was also made for insights through panel discussions led by chiefs of marketing from Citigroup, Coca-Cola, VISA, Unilever, STB and SIA as well as chiefs of marketing from various multinational corporations, government agencies and small and medium enterprises.

Leo Burnett helped launch Australia's first permanent and public digital gallery

Leo Burnett is to launch the Grid Gallery, a permanent public gallery space dedicated to the exhibition of digital art, which will turn a specially designed wall of an electricity sub-station into a public space. The aim is to create both a physical and virtual experience and make the area a unique destination for new media. Exhibitions and voting will rotate monthly and will occur online. New Media Curation will work with Leo Burnett to ensure clean rotation and that media artists are involved. As a partner, VIVID Sydney 2010 will facilitate the launch. The Grid Gallery LED screen is 15 meters long and one meter wide, and the electricity used to light it will be matched with 100% GreenPower.

BBDO Worldwide launches Proximity India

Proximity was launched by BBDO India last May, the youngest agency of BBDO Worldwide & the Omnicom Group. After an 8-month span of absence, Ranjeev Vij returns to lead the newly commenced division of BBDO India. Built to provide expert communication insights, ideas and creative marketing strategies, Proximity India’s purpose is to “change individual consumer behavior.” “India is an exciting and rapidly evolving market, and a key focus for us in the region,” Regional MD Richard Fraser of Proximity Asia said. “BBDO/Proximity India also plans to launch their proprietary Digital Lab Initiative in India later this year. It is a multi-faceted program designed to drive digital thought leadership and to provide a significant added value service to the clients,” he concludes.

july-august '10

Tsingtao's lighthearted ads introduce joys of Chinese drinking culture to Shanghai Expo visitors Tsingtao and Ogilv y & Mather Advertising/ Shanghai launched a fun new series of print ads just in time to greet overseas and domestic visitors to the 2010 Shanghai Expo. Using the slogan “Drink Tsingtao, Understand China”, Tsingtao wants to capture the attention and thirst of the international audience by tapping into the Expo’s theme of cultural exchange. To keep it fun and light, the creative department positions the iconic Chinese beer brand as a cultural ambassador for China and Chinese drinking culture. One advertisement, for example, introduced the Chinese custom of penalizing the latecomer with three beers, as illustrated by a cartoon character balancing three full mugs. Further demonstrating its focus on the

.FOX Networks (pronounced “dot FOX”, in case you are wondering), one of the leading global online advertising networks, announced a strategic collaboration with AdChina to further expand its online audience reach to more than 1.25 billion unique users. .FOX Networks is the online advertising network of Fox One Stop Media, the industry’s No.1 most-watched international TV channel ad network. They are able to generate around 20 billion online impressions to 900 million unique users monthly. Its new partner AdChina is China’s leading audiencecentric integrated digital platform, with over 400 sites in its network, representing nine billion monthly page-views and an audience of 350 million. The partnership empowers advertisers worldwide to extend their

overseas demographic, these ads feature English copy rather than Chinese, a rarity among ads launched domestically. “With this campaign, Tsingtao is truly forging a new creative direction by leveraging unique aspects of Chinese culture to connect with the 70 million expected visitors from home and abroad in a playful and memorable way,” said Joyce Chang, managing director of Ogilvy & Mather AdvertisingShanghai. “These ads feature cheerful and quirky cartoon illustrations— a significant departure from the more traditional advertisements in the Chinese beer industry that simply show an image of an ice cold beer. We think consumers will be pleasantly surprised.”

.Fox Networks and AdChina partner up to reach wider audience marketing campaigns to an even larger premium audience base in China and beyond, allowing them to leverage the audience reach and depth of market knowledge of these two online advertising pacesetters. “In an era where TV and online entertainment are now

converging, the collaboration of .FOX Networks and AdChina, two online advertising leaders, will provide advertisers with unmatched choice and flexibility on a global scale,” said Matt Harty, vice president, Asia Pacific, .FOX Networks.

7RSLF &267

â&#x20AC;&#x153; When we were shooting Prison Break, the producers wanted to shoot digital. Theyâ&#x20AC;&#x2122;re like â&#x20AC;&#x2DC;Oh, itâ&#x20AC;&#x2122;s faster, itâ&#x20AC;&#x2122;s cheaper.â&#x20AC;&#x2122; Itâ&#x20AC;&#x2122;s not faster and itâ&#x20AC;&#x2122;s not cheaper.â&#x20AC;? %UHWW 5DWQHU 'LUHFWRU 3URGXFHU

â&#x20AC;?There was a time when more people were shooting HD just to try it, because it was the in vogue thing â&#x20AC;Ś and many, many people have gone back to ďŹ lm. There are all sorts of reasons for that. Number one, digital is not cheaper, number two, itâ&#x20AC;&#x2122;s more cumbersome.â&#x20AC;? 6WHIDQ 6RQQHQIHOG &RORULVW 3UHVLGHQW &RPSDQ\

â&#x20AC;&#x153; Shooting ďŹ lm helped us because we could dig deep into the shadows and still maintain the highlights. We were able to move fast too.â&#x20AC;? 9DQMD ĂšHUQMXO &LQHPDWRJUDSKHU

â&#x20AC;&#x153; The amount of detail retained in the highlights is beyond anything we can even conceive of in digital. Itâ&#x20AC;&#x2122;s not just that ďŹ lm is better than digital is now. Itâ&#x20AC;&#x2122;s that itâ&#x20AC;&#x2122;s more effective at capturing the quality that youâ&#x20AC;&#x2122;ve created on set than anything that we can conceive of digitally.â&#x20AC;? %LOO 'LOO $6& &LQHPDWRJUDSKHU 3URIHVVRU

â&#x20AC;&#x153; One of the biggest advantages of the DI is that itâ&#x20AC;&#x2122;s where youâ&#x20AC;&#x2122;re proving all your production values. Thatâ&#x20AC;&#x2122;s where it all gets realized â&#x20AC;&#x201D; when youâ&#x20AC;&#x2122;ve got all these raw assets and then they get turned into, you know, the sparkling ďŹ lm. And so capturing the highest quality image is going to aid that process so much more.â&#x20AC;&#x153; %HQ %DNHU +HDG RI 'LJLWDO /DE )UDPHVWRUH

â&#x20AC;&#x153; Iâ&#x20AC;&#x2122;ve actually heard itâ&#x20AC;&#x2122;s more expensive to shoot HD. For me it was, just because Iâ&#x20AC;&#x2122;ve got an army of people doing stuff â&#x20AC;Ś I needed technicians to help me do it.â&#x20AC;? 6DP %D\HU 'LUHFWRU &LQHPDWRJUDSKHU

â&#x20AC;&#x153; There is a notion of some that Digital is cheap. There are lots of downstream costs.â&#x20AC;? %LOO 'LOO $6& &LQHPDWRJUDSKHU 3URIHVVRU

â&#x20AC;&#x153; Cheap is good until anything goes wrong. Weâ&#x20AC;&#x2122;ve had digital disasters like a dropped pixel or someone stepping on wires â&#x20AC;&#x153; %HQ %DNHU +HDG RI 'LJLWDO /DE )UDPHVWRUH

â&#x20AC;&#x153; When a project is proposed to me as an HD project, the ďŹ rst and really only relevant question is â&#x20AC;&#x2DC;whyâ&#x20AC;&#x2122;. If that answer leads me to be curious about helping, then great. But if itâ&#x20AC;&#x2122;s because itâ&#x20AC;&#x2122;s supposed to be faster, or cheaper, or it helps in the post, then I question it.â&#x20AC;? $GDP .LPPHO &LQHPDWRJUDSKHU

www.kodak.com/go/motion ÂŠKodak. 2010. Kodak and Vision are trademarks.

FILM PTOVIDES MANY COST-SAVING ADVANTAGES. Film delivers exceptional pictures with less critical lighting â&#x20AC;&#x201D; insurance against an unacceptable image that cannot be recovered in postproduction. Consider the value of a medium so reliable that it consumes almost no time for technical attention on the set or location, so dependable that setup and maintenance are nonissues, so unobtrusive that it permits total concentration on the artistic and creative effort.

FILMâ&#x20AC;&#x2122;S 14 STOPS OF DYNAMIC RANGE TRANSLATE INTO COST SAVINGS ON SET AND IN POSTPRODUCTION. Unrivaled dynamic range â&#x20AC;&#x201C; tangible beneďŹ ts on set. Filmâ&#x20AC;&#x2122;s unrivaled dynamic range allows you to capture quickly and efficiently. You can record detail in the brightly lit and deep shadows simultaneously without the need for elaborate lighting. The beneďŹ t is less equipment and less set-up time during production, which translates to real cost savings. All without compromising your image.

Unrivaled dynamic range â&#x20AC;&#x201C; tangible beneďŹ ts in post. Capturing more detail during production means you have more information to work with in post. That means less time trying to extract or synthesize information that simply hasnâ&#x20AC;&#x2122;t been captured when shooting with other formats. And, in digital post, when you extract more information from the extremes of exposure, there is less risk of introducing color imbalance and image artifacts, which can take time and money to attempt to correct.

A CAST OF THOUSANDS BEHIND THE SCENES With ďŹ lm, there are no cable wars on set. Your valuable production day is not lost through elaborate setups, or by dragging around messy tangles of wires. High-end productions shot with professional video equipment often require a cast of thousands to operate the gear. Recording video images at high resolution requires computer equipment that is sizeable and awkward to move around. Donâ&#x20AC;&#x2122;t forget the DAT and the DIT, the back-up drives and the LTO tapes. Add up the costs and compare these to a ďŹ lm production. You may save on ďŹ lm stock and processing, but this will be offset by other costs that you donâ&#x20AC;&#x2122;t have to deal with when you shoot ďŹ lm. Best of all, you donâ&#x20AC;&#x2122;t have to compromise your image.

FIX IT IN POST. YOU HOPE. AT WHAT COST? There is a misconception that you can â&#x20AC;&#x153;ďŹ x it in postâ&#x20AC;? but you canâ&#x20AC;&#x2122;t ďŹ x something that hasnâ&#x20AC;&#x2122;t been captured in the ďŹ rst place. You cannot recover information lost in the extremes of exposure. It costs money to correct dropped frames and dead pixels â&#x20AC;&#x201D; issues inherent with digital capture. So when budgeting, consider the potential for your costs to blow out, only to end up with a compromised end product.

JUST KEEP SHOOTING. DO YOU HAVE ENOUGH BUDGETED FOR POSTPRODUCTION BLOWOUTS? Film brings with it a production discipline that preserves shooting ratios at a far more manageable level. Reduced editing time leads to less time in post and a far more efficient production that can help save you money. Add to this the sheer cost of storing digital data during postproduction as well as after completion and you may end up with an unexpected budgeting dilemma on your hands.

f 7KHUH LV D P\WK WKDW VKRRWLQJ +' LV JRLQJ WR VDYH VRPH RQ \RXU EXGJHW g %HQ %DNHU +HDG RI 'LJLWDO /DE )UDPHVWRUH

2009 Campaign Brief Asia Rankings

Dentsu Tokyo is a runaway No. 1 Prior to the release of Campaign Brief Asia’s creative rankings, its website announced that for the first time, a Japanese agency, Dentsu Inc. Tokyo, supplanted the Singapore agencies as the most awarded agency in Asia. Traditional rivals, Ogilvy & Mather Singapore, holder of the distinction for seven years, and Saatchi & Saatchi Singapore, gave way to Dentsu, which is the most awarded agency in Asia, and Campaign Brief Asia’s Regional Agency of the Year. After a steady rise to the top, Dentsu scored 1025 ranking points, a 300-point lead over no. 2, Saatchi & Saatchi Malaysia. The points came from its successes in the London International Awards, Cannes Lions, Spikes Asia and D&AD. These awards were also won in the categories of New Media.

Another Malaysian agency takes the No. 3 spot, BBDO Proximity Malaysia, powered by its perpetual awards machine, “Two Worlds” campaign for Chrysler Jeep. Even though Ogilvy & Mather no longer has the top slot, it has three offices in the next three spots. Ogilvy Bangkok is most improved, climbing up from 14th position last year to 4th. Last year’s topranked agency, O&M Singapore fell to fifth, while Ogilvy Mumbai is sixth. The creative rankings chart the performances of the 161 agencies that have won creative awards over the past two years. It also ranks the 1493 individual copywriters and art directors that have won awards over the past two years.

Dentsu's EO and Global ECD Akira Kagami

Hottest Agencies in Asia #1 Ronald Ng

RANKING '09 1 2 3 4 5 6 7 8 9 10

RANKING '08 4 5 26 14 1 7 2 10 3 6

AGENCY Dentsu Inc. Tokyo Saatchi & Saatchi Malaysia BBDO / Proximity Malaysia Ogilvy & Mather Bangkok Ogilvy & Mather Singapore Ogilvy & Mather Mumbai Saatchi & Saatchi Singapore Lowe Worldwide Bangkok Hakuhodo Tokyo (incl. Kettle) BBDO Bangkok

POINTS 1802 1490 1346 1311 1192 1148 1077 1063 1060 894

Hottest Creatives in Asia

#1 Kevin Le

july-august '10

RANKING 1 1 3 4 5 6 6 8 9 10

NAME Ronald Ng Kevin Le Eric Hor Mun Tuck Wai Gary Lim Wisit Lumsiricharoenchoke Willeon Leong Nopadol Srikieatikajohn Gumpon Laksanajinda Lydia Lim

AGENCY BBDO New York BBDO Proximity Malaysia BBDO Proximity Malaysia BBDO Proximity Malaysia BBDO Proximity Malaysia Ogilvy & Mather Bangkok BBDO Proximity Malaysia Ogilvy & Mather Bangkok Ogilvy & Mather Bangkok (ex) Saatchi & Saatchi Malaysia

POINTS 1240 1240 1163 1157 1062 1052 1052 1037 995 894

Unopposed, expectations run high for the September festival

Now that AdFest 2010 has been limited to a jury session in Tokyo, all eyes will be on this region’s only large-scale advertising festival, honoring the best in advertising and communications at Suntec Singapore this September. With last year’s success—more than 800 delegates, a jury led by David Droga, and a festival experience approximating the Cannes Lions— expectations are running high this year. Three days packed with seminars, workshops, screenings, exhibitions, and Networking after Dark, culminate in the awards ceremony and after party on September 21. The mood is expected to be electric across the island-state, with Spikes Asia timed to precede the Singtel Singapore F1 Grand Prix. With Australia and New Zealand back in the running, Spikes Asia aims to be truly AsiaPacific. This reversal challenges the 2009 results in a good way. Will any country beat Japan at its game? Will India and Singapore run neck-and-neck again? Among Philippine agencies, can TBWA\ Santiago Mangada Puno and BBDO Guerrero/Proximity Philippines improve their performance? Another positive change is the reduced delegate registration fees, designed to “bring the Cannes experience to those who might not be able to go there”, in the words of Cannes Lions Chairman Terry Savage. Spikes Asia is a partnership between Haymarket and the International Advertising Festival, organizers of Cannes Lions, Dubai Lynx and Eurobest. Tasked to sift through thousands of entries in 11 categories are the juries, led by David Lubars, chairman and chief creative officer of BBDO North America, for the TV/Cinema, Print, Outdoor & Radio jury, and the Integrated jury as well.

july-august '10

Bob Greenberg, chairman, CEO and global chief creative officer of R/GA heads the Design jury; William Rosen, president and chief creative officer – North America of Arc Worldwide, the Direct and Promo jury; Jon Wilkins, the founding partner of Naked Communications, the Media jury. Akira Kagami, executive officer and global executive creative director of Dentsu is the Craft jury president; Rei Inamoto, chief creative officer of AKQA, Digital jury president. Speakers announced for Spikes Asia 2010 are WPP chief Sir Martin Sorrell, BBDO Worldwide head honcho Andrew Robertson, Howard Draft of the eponymous Draftfcb and JWT Worldwide boss Bob Jeffrey. Young Spikes, Times Two This year’s Young Spikes, the competition for the next creative hotshots, takes on two forms: Young Spikes Integrated Competition and the new Young Spikes Media Competition.

David Lubars

David Droga

Bob Greenberg

Sir Martin Sorrell

Within 48 hours, teams of two to four people are tasked to put together an integrated campaign or a media strategy for a charity or non-profit organization to be revealed at the briefing, and present it to a panel of experts. Winning teams receive gold medals at the Awards Ceremony, full-delegate passes to Spikes Asia on 2011, and of course, bragging rights to being the best young creatives and media in the region.   Spikes Academy Once again, 15 students from the region have the exclusive opportunity to attend the Spikes Asia seminars, workshops and events, plus personalized sessions from top industry figures. If that’s not intriguing enough, the selected students get to see what goes on behind the scenes during the judging process. For advertising, marketing and communications students, that’s more than enough insight and experience to get a headstart in their future careers.

Akira Kagami

William Rosen

Rei Inamoto

Jon Wilkins

globalroundup

Seymourpowell co-founder appointed D&AD chairman

Anthony SimondsGooding, CBE, steps down as D&AD Chairman after 17 years. He is succeeded by Dick Powell, cofounder and director of the London-based global design and innovation company Seymourpowell. His credibility includes being President of D&AD and a recipient of the D&AD President’s Award. He has sat on the boards of Design Council and the Design Business Association. Currently, he also holds the role of group creative director at Loewy. Being a man of such creativity, it was not a surprise that he was the next person for the job.

GREY GROUP’S NEW GLOBAL HQ

A state-of-the-art creative hub in the Flatiron landmark

Student Yellow Pencils for Hong Kong and Taiwan at the D&AD Student Awards 2010

The results of the D&AD (Design and Art Direction) Student Awards were revealed June 29 at Spitalfields Market in London. 12 First Prizes were awarded in 26 categories, in addition to 29 Second Prizes and 43 Commendations overall. Kingston University (UK) was awarded Student of the Year for its IKEA color wheel catalogue. Firsts also went to teams from the U.S., Germany, Mexico, Spain and Hong Kong. Ricky Lo Wing Kit of Hong Kong Polytechnic University won a First and Second Prize in Photography. The Student Yellow Pencil team winner from Asia is from National Taiwan University of Arts, which won Second Prize for TV Advertising. Of the 200 shortlisted responses from 15 countries, only 51 were not from the U.K. or the U.S. RMIT University (Australia), Communication University of China (China), Limkokwing University of Creative Technology (Malaysia), LASALLE College of the Arts (Singapore) and Tainan National University of the Arts (Taiwan) were the AsiaPacific teams shortlisted by the jurors.

building façade

Grey creative director Tor Myrhen"s conference room beside a wooden lounge.

The creatives' space

Mediabrands establishes a majority owned joint-venture with digital agency Interactive Avenues

Mediabrands, the media holding company within Interpublic Group (NYSE: IPG), today announced the set up of a majorityowned joint venture with India-based Interactive Avenues, the market’s top digital marketing solutions company. In India, the joint venture will assume the name of Reprise Media. Through this transaction the new business unit will specialize in search and social marketing and also offer a full scope of digital services which include digital media strategy and investment, digital creative development, campaign implementation and post activity analysis. Anjali Hegde, one of Interactive Avenue’s founding partners becomes CEO of Reprise Media, India, and will report to the new Board as well as Mediabrands Asia Pacific Regional Leadership.

july-august '10

Grey Group has moved into its new global headquarters in New York’s renowned Flatiron district. The landmark property at 200 Fifth Avenue underwent a dramatic U.S. $120 million infrastructure modernization. “Our new global headquarters symbolize the ascending Grey brand,” Jim Heekin, Chairman and CEO of Grey Group, said. “We have redefined the workplace to fit the creative, collaborative culture that is driving our success. Grey has been ‘Famously Effective since 1917’ and our new home is a statement of our confidence in the future.” Grey Group’s headquarters feature U-shaped floor plates of 60,000 square feet. Oversize windows and six-sided facade provide a generous amount of natural light

flows, fresh air, and unparalleled views of Madison Square Park, the iconic Flatiron Building and surrounding areas. The main event is a 6,000 square-foot sun-filled, landscaped courtyard, which when combined with views of Madison Square Park, creates a “park within a building” effect. But the social heart of the building is a two-story glass-enclosed “Town Hall” space for employee meetings, presentations and social events dominated by a huge video presentation wall, featuring the latest in A / V technology. Art installations in wood, neon and metal, which double as corporate branding featuring the Grey logo, dot the building and add to the creative cachet.

The One Show

Johnnie Walker wins Best of Show; Asia gives a modest performance Johnnie Walker “The Man Who Walked Around the World”

Who knew that one day, the One Show would honor a film that, in less capable hands, would just have been another corporate AVP? The Best of Show went to the Johnnie Walker short film “The Man Who Walked Around the World” during the One Club’s 35th Annual event, held last May 13 at New York’s Lincoln Center. Featuring actor Robert Carlyle, the film narrates the brand’s history as the actor walks down a country road, shot in one continuous take. Aside from the One Show’s Best of Honor, it won a Gold Pencil in Branded Content. TBWA\Hunt\Lascaris, Johannesburg dominated the evening by earning two Golds in Outdoor and

Innovative Advertising, both for The Zimbabwean “Trillion Dollar Poster” campaign, a continuation of its existing and much-awarded campaign. The agency also earned two Silvers and a Bronze Pencil. Asian agencies only received two Gold, five Silver and two Bronze Pencils. Ogilvy & Mather Singapore accounted for one Gold, one Silver and two Bronze winners for Unilever. JWT Singapore took home one Gold and one Silver Pencil for its WWF “Noughts & Crosses” work and a Bronze. Redifussion Y&R Mumbai earned two Silvers for its client SeventyMM. BBDO Proximity/ Singapore picked up a Silver Pencil for Mercedes Benz.

The Philippines did not win any Pencils. However, TBWA\ Santiago Mangada Puno received three Merit Awards for its Boysen “Hibiscus”, “Violet” and “Yellowbell”. Likewise, Ace Saatchi was given two for its Outdoor Essentials campaign and one for its Vespa “Our Ride” work. Elsewhere, strong campaign winners included the Diesel “Be Stupid” campaign out of Anomaly, New York, which nabbed two Golds, in Outdoor and Collateral. Gatorade “Replay,” created out of TBWA\Chiat\Day, LA also won two Gold Pencils, for Branded Content and Integrated Branding. Canal+ “Closet,” from BETC Euro RSCG/ Paris, also received two Golds in TV and Cinema. Pfizer Canada’s “Viagra Confessions” campaign, by Taxi, Toronto, won a campaign Gold and a single Gold Pencil, for the Antiquing spot. Other Gold Pencil winners were Wieden+ Kennedy, Portland’s “The Man Your Man Could Smell Like” commercial

for Old Spice and Nike’s Livestrong Campaign; Lion Nathan/James Boag Pure Waters” out of Publicis Mojo and BBDO, New York’s Cube campaign for HBO. The One Club also awarded its first Green Pencil to the Berghs School of Communication and Stockholm University in Sweden for their MillionTreesNYC program, which seeks to plant and sustain one million trees across all NYC boroughs over the next decade. Proctor & Gamble was Client of the Year. Boysen "Hibiscus"

CLIO AWARDS

TBWA\Hunt\Lascaris Johannesburg wins 3 Grand Clios; Philippines wins 3 metals at the 2010 Clio Awards TBWA\Hunt\Lascaris Johannesburg may have spent a trillion Zimbabwean dollars to win three Grand Clios, but it was clearly worth every cent. It won three out of the five Grand Clios were awarded in New York last May. The Trillion Dollar Poster Campaign for The Zimbabwean newspaper from TBWA\ Hunt\Lascaris Johannesburg, a sequel of its already awarded campaign, earned three Grand Clios in Billboard, Posters and Integrated Campaigns. In Television/Cinema/Digital, the honor went to Publicis Mojo Sydney’s James Boag’s Draught “Pure Waters” spot. In Innovative Media, JWT Milan won for “Auditorium” for Heineken. Meanwhile the Philippines has a new Silver Clio and two Bronzes to add to its burgeoning collection. The Zimbabwean "The Trillion Dollar Poster" campaign

Continuing on its comeback trail, Ace Saatchi & Saatchi won its first Clio, a Silver, for its Vespa “Our Ride” print campaign. BBDO Guerrero/Proximity Philippines received two Bronzes, one for its HP “Versus” print campaign and another for its single entry from the same series, “Sumo”. These were among the seven Silver, 10 Bronze and two Gold Clios that Asian agencies received Wednesday night in New York City. They represent less than eight Vespa "Our Ride" print campiagn

percent of the over-220 metals awarded. Asia’s two Gold Clios went to Taproot India’s “Colours of India” campaign for Conqueror Paper and JWT’s “KitKat Mail”, but most of the continent’s metals were won by O&M Singapore with two Silvers and five Bronze awards. To date, the Philippines has won seven Bronze Clios: O&M for Pepsi and Anvil Publishing; JW T’s Greenpeace “Trees” print and Shell “Are we there yet?” for radio; O&M’s Ponds “Pore” billboard); two Silvers (including BBDO Guerrero Ortega for Visa) and two Golds Clio (BBDO Guerrero Ortega for VISA; Y&R’s Soroptomist “Bullet” poster). The Clio Awards is probably the world’s most recognized awards competition for advertising, design and interactive. To this day, Clio’s iconic statute is the most widely recognized symbol of the industry’s creative accomplishments, appearing in movies and TV shows about advertising.

NEW YORK FESTIVALS

Grand Trophies go to Argentina, Belgium, France, Germany, Sweden and the USA New York Festivals announced the winners of its International Advertising Awards presentation in Shanghai, China last June 10-12. Germany was honored with three Grand Awards, France received two, and Argentina, Belgium, Sweden and the U.S. each were awarded one Grand Trophy. The prestigious Grand Trophy Award winners were selected from the top scoring Gold Medalists in all categories by the 2010 International Advertising Awards Grand Jury. Grand Trophies were awarded to the following agencies: Interactive Jung von Matt AG, Berlin “Last Call” for client 13th Street TV/Cinema BETC Euro RSCG, Paris, “The Closet”, CANAL+ Print Del Campo Nazca Saatchi & Saatchi, Buenos Aries, “Children Do” for client Hospital Aleman Mixed Media Leo Burnett/ARC/Worldwide, Chicago, “Zack Johnson” for client P&G Tampax Outdoor CLM BBDO, Boulogne Billancourt, France, “Posters” for HP Avant-Garde Farfar Stockholm, “World’s Biggest Signpost” for client Nokia Design Serviceplan, Hamburg, “Pro Contra” for client Lead Academy Award Collateral Ogilvy & Mather, Frankfurt, “The Magic Mirror” for client Dove Radio Duval Guillaume, Antwerp “Bizarre Traffic Updates” for client Touring Mobilis winning in the competition. Nokia " World's Biggest Signpost"

HP "Posters (Garage)"

The Innovative Advertising Awards Grand Jury awarded one Grand Trophy; Forsman & Bodenfors of Gothenburg, Sweden was recognized for their outstanding work for IKEA's “Facebook Showroom”. Unlike in 2009, when the Philippines came away with many metals, Philippine agencies only received finalist certificates this time around. In Radio, these were DDB DM9JaymeSyfu’s “Speed” for Coppertone Sunscreen Lotion and Campaigns & Grey's “SAYANG” for Vicks. In TV/Cinema, Philippines’ McCann Worldgroup Philippines’ “Yakap” for Xenon Bulbs and

Canal+ "The Closet "

TBWA\ Santiago Mangada Puno’s “Hugs” for Absolut. DDB DM9 JaymeSyfu also received a finalist certificate for its Gabriela “Duct Tape” in the Innovative Advertising competition. The New York Festivals also announced the following special awards: Proctor & Gamble was named the Advertiser of the Year; Young & Rubicam received the celebrated Agency Network of the Year Award; Jung von Matt of Hamburg, Germany was awarded the Agency of the Year Award; and Mortierbrigade of Brussels, Belgium was honored with the Boutique Agency of the Year Award. The distinguished 2010 New York Festivals Lifetime Achievement Award was presented to international advertising icons Akira Kagami, global executive

creative director of Dentsu, Japan, and Graham Warsop, founder and chief creative officer of The Jupiter Drawing Room (South Africa) & Partners for their contribution to the advertising community. All winning entries of the 2010 New York Festivals International Advertising Awards and Innovative Advertising Award were selected by NYF’s Grand Jury comprised of 312 Senior Creative Directors from 56 countries around the world, representing the largest and most diverse jury of any advertising competition in the world. The 2010 award winners will be featured on www. newyorkfestivals.com, the newly launched www.newyorkfestivals. tv, and are promoted by a network of partners and representative in 84 countries around the world. july-august '10

D&AD AWARDS 2010

Droga5 with their Yellow Pencil

Damon Stapleton of TBWA\Hunt\Lascaris collecting his Pencils

july-august '10

n its annual hunt for outstanding design and advertising, D&AD Awards 2010 gave away five Black Pencils and forty-two Yellow Pencils last June. This year, the big winners were agencies from Australia and South Africa, while Asia’s wins seemed on the wane. The classified ad for an island caretaker for the Island of the Great Barrier Reef, “The Best Job in the World”, earned SapientNitro of Australia two Black Pencils for Integrated and Direct. The Pencils made a nice addition to its three Grand Prixes from Cannes Lions. TBWA\Hunt\Lascaris Johannesburg’s (South Africa) “Trillion Dollar Flyer” for the The Zimbabwean newspaper took home a Black Pencil for Graphic Design. Started as the “Voice for the Voiceless” in 2005 and already a Grand Prix winner in the Outdoor Lions, it raised global awareness for the beleaguered country. The U.S. was honored with two Black Pencils: one for Diller Scofidio + Renfro’s “High Line”, a new 1.5-mile long public park built on an abandoned elevated railroad for Environmental Design and another for Apple.com for Websites. In addition to TBWA\Hunt\ Lascaris’ Black Pencil were three Yellow Pencils in Outdoor, Design and Integrated for the same campaign. Droga5 added to Australia’s haul with three Yellow Pencils. “Regulars” for Victoria Bitter earned two for TV & Cinema Advertising and Writing for Advertising and one for “4320LA/ SYD” for V Australia in Direct. Revolver Films & Publicis Mojo Sydney also gave a Yellow Pencil to Australia in TV & Cinema Crafts for “Pure Waters”. Topping the Yellow Pencil awardees is United Kingdom with 10, RKCR/Y&R and M&C Saatchi among them. RKCR/Y&R won two Yellow Pencils for TV Craft through the “Fantastic Journey” for Virgin Media and “Breathe”, a fire safety information campaign. “The last place you want to go” campaign for Dixon Stores Group by M&C Saatchi brought home one Yellow Pencil. Channel 4 and Hachette Filipacchi’s Elle magazine each took a Yellow Pencil. The U.S. earns seven Yellow Pencils, particularly for The Martin Agency’s “The Moon Landing 40th Anniversary” and Comcast by Nexus Productions and Goodby, Silverstein & Partners. France took home four Yellow Pencils in the TV & Cinema Advertising category; Germany took three in Websites,

Photography and Environmental Design. Netherlands earned two Yellow Pencils while Spain’s Apartamento magazine, Colenso BBDO/AIM Proximity New Zealand, Farfar Sweden each took home one. Ogilvy & Mather Taiwan, the lone winner from Asia, won one Yellow Pencil. Following these results D&AD President Paul Brazier said, “And there we have it. Proof, if it were needed, that creativity shines in the face of global recession and even political oppression.” For the results visit www.dandad. org.

Below are some of the Yellow Pencil winners:

YELLOW PENCIL DIRECT / DIGITAL "4320 LA /SYD" Droga5 Australia YELLOW PENCIL TV COMMERCIAL Lion Nathan "Pure Waters" Publicis Mojo, Syndey YELLOW PENCIL TV COMMERCIAL INPES "Chance" DDB Paris YELLOW PENCIL TV COMMERCIAL CANAL+ "Closet" BETC Euro RSCG YELLOW PENCIL TV COMMERCIAL Carlton United Breweries "The Regulars" Droga5 Australia YELLOW PENCIL WEBSITE The JFK Presidential Library & Museum " We Choose The Moon" The Martin Agency YELOW PENCIL WEBSITE Philharmonic Orchestra of Hamburg "Sounds of Hamburg" Jung von Matt/AG YELOW PENCIL BRANDING Yellow Pages "Treehouse" Colenso BBDO

BLACK PENCIL • ENVIRONMENTAL DESIGN Friends of the High Line "High Line" James Corner Field Operations Diller Scofidio + Renfro

BLACK PENCILS • INTEGRATED & DIRECT Tourism Queensland "The Best Job In The World" SapientNitro

BL ACK PENCIL • WEBSITE Apple Apple

BL ACK PENCIL • GRAPHIC DESIGN YELLOW PENCIL • OUTDOOR ADVERTISING The Zimbabwean "Trillion Dollar Bllboard/ Wallpaper" TBWA\Hunt\Lascaris july-august '10

PROFILE

Mike Schalit The Goodvertising Man

written by Harry Mosquera with interviews by Angel Guerrero

ike Schalit hates Mondays. No, it is not because he hates work. “I know everything’s going to hit in the first hour you arrive,” he says. “And normally you got control of it all. So I just july-august '10

find a lot of pressure on a Monday because you have to motivate everyone for the week.” Mike Schalit knows what he speaks of. The chief creative director of Net#work BBDO is considered South Africa’s top creative and its youngest inductee in the country’s Advertising Hall of Fame. A protégé of John Hunt, acknowledged godfather of South Africa’s advertising industry and worldwide executive creative director of TBWA, Mike has received

numerous recognitions for his work, including two Cannes Grand Prixes, along with D&AD and the One Show awards. He feels, though, that awards in advertising need to be changed, or at least reassessed. “I honestly think awards, for me, have hit their zenith,” he explains. “There are too many awards. They’re just conning millions out of us…I said at one of our BBDO creative conferences, why don’t we, for one year, all of

He makes it clear, though, that he is not just us, not enter awards, but take all the money we talking of handouts. “Do it in a sustainable way,” would’ve entered and do something amazing he says. “It’s (about) business-building ideas. with it.” You’re looking at (communicating) what can you Yet Mike accedes that awards, as a do, what have you learned, how can you grow. barometer for creativity, have their place in the Hopefully, it’s about getting wiser.” industry. Mike pushes for what he calls Being the prime driver and control freak of “goodvertising” and his clients are buying into his agency, Mike’s main passion is for creativity the idea. to make a real difference in his native land—to “They do have some budget for corporate enhance lives, enrich people and uplift South responsibility generally,” he notes, “and they Africa. think it’s just really giving money to people but The advertising scene in South Africa is you’re taking it in a different way.” in transition, and the big issue confronting The importance of an idea and being able the industry is getting more of the local black to see it was one of the things he learned from population to be involved in advertising. John Hunt. “So often, a lot of agencies have good “It’s never been on their radar,” Mike ideas,” Mike muses. “But not many agencies relates. “We’re trying to tell them to join…for a convince their clients to go with those ideas.” country like South Africa, with all our diversity, There was another important lesson that he we’re not using enough of the diversity in our learned from his mentor. market.” “He taught me about myAdvertising activity self,” Mike says. “He was great revolves around Cape Town and Johannesburg, although “Creativity is infectious at going ‘You must be yourself’ the two cities are quite because creativity is because we’re very different. He’s quiet, well-spoken and distinct. “Cape Town is more effectiveness; there thoughtful. I’m kind of loud coastal—a more creative, is no line. If you do and I go with my guts. I’m like, laid-back area,” Mike says. could be kind of a bull in a “Joburg is more businessgreat creative, if it’s Ichina shop and that was cool. orientated.” He admits, though, that relevant, it’s going to He was like, ‘Hey, you must be yourself.’ And that was a good the better creative agencies be effective.” lesson.” are located in Johannesburg. Working with John “Maybe the guys are Hunt was like working under a very big shadow, too laid-back,” he muses about Cape Town. “We and the time came when Mike wanted to start talk about mountain sickness. All the mountains his own agency. So he told his boss and was and the beauty, transferring all the focus from pleasantly surprised at the support that John work,” he adds, chuckling, “while Johannesburg extended him. is just a bit nasty… they try a little harder.” Net#work started in 1984 with Nissan as South Africa is fast becoming a center for its first client. Its unique name was inspired by a television production, and their expertise in the Dutch agency called Nethwork. They dropped the medium is now recognized worldwide. ‘h’ and replaced it with a ‘#’ and people would call “It’s probably three things,” Mike opines. them ‘Net-hash-work.’ The year 1984 was also a “Obviously, it’s great locations…you can go time of sweeping change in South Africa. from mountain to ocean to desert to snow. You got everything in one region. There’s the technical expertise so at least even if you’re not going somewhere beautiful then we got Solar-powered billboard for Nedbank these (backroom) technicians. The guys have always got a good film industry experience. Just the practicality of currency and time. The guys from Europe literally can actually come overnight, arrive in the morning for work… and the currency is weak so you get really good value.” TV and radio remain the biggest media markets in South Africa. “It’s interesting, radio, because of our rural area,”Mike says. “We have a huge rural market, so radio can reach anyone. In 11 official languages. Talk about diversity!” On the other hand, English is the dominant language on TV. “We have that more open, less sophisticated market so TV still works really well,” he says. Beyond award-winning advertising, corporate responsibility is a big advocacy issue for Mike. “I’ve always been a social activist,” he discloses. “Probably comes from my parents who were Jewish, and maybe it’s somewhere in the brains: fight for what’s right. I was always encouraged to think for what’s right. I love ideas and creating stuff. And I’ve seen how ideas can actually make a difference.” Mike believes that each citizen has a responsibility to give something back to the community. “If you’re a creative guy, do it your way,” he points out. “Creative guys still want to have fun. So do your thing…make a difference to society your way. You don’t have to do a cute ad. Maybe give some (to) charity.”

“We were starting an agency in the same month as the first elections in South Africa,” Mike remembers. “We were very excited…we were going to be the first agency in the new South Africa… and I think that was what really gave us a sense of purpose and passion.” Their first campaign for Nissan created a furor, meriting sanctions from the country’s advertising standards authority. Leveraging the new left-of-center political realities in South Africa and rival Toyota’s own campaign line ‘Everything keeps going right,’ Nissan proclaimed in its advertising that ‘Not everything keeps going right.’ “We were cheeky,” Mike confesses, “different…and we embraced the new South Africa. And because we had a Japanese partner, we called ourselves ‘Jafricans.’It signaled a value system that we were a little bit like Japan and a whole lot of Africa.” Culturally, that meant combining the vaunted discipline and focus of Japan with the spontaneity and colors of Africa. Creativity is what drives Net#work. “Creativity is in our blood,” he stresses. “Creativity is infectious because creativity is effectiveness; there is no line. If you do great creative, if it’s relevant, it’s going to be effective.” For Mike, creativity is not only about doing the right things, but making mistakes as well. “I’ve learned that mistakes are a necessary part of life,” he allows. “I encourage people to come up with stupid ideas, make mistakes. I’ve seen that failures are often the seeds of success.” A quintessential advertising man, Mike loves not only the work, but the people. “I think there a lot of great people in advertising. They’re dynamic and smart. And I love ideas. How many people work with ideas everyday? Like there’s nothing that’s ever the same!” If Mike hates Mondays, he certainly has the rest of the week to keep him happy.

FIFA WORLD CUP AD REVIEW The beautiful stories outside the football stadium

urope is in economic uncertainty. The United Kingdom, France and Spain, fearful of going the way of Greece, are on tax-increasing and belt-tightening tactics. Japan is not faring any better economically, and the two Koreas are still butting heads on any matter conceivable. Civil unrest marks most of everyday life in the South American and African continents. Meanwhile, at the G20 summit in Canada, German Chancellor Angela Merkel and British Prime Minister David Cameron are in a secluded boardroom with a number of aides. Occupying front row seats, focused on the tactics of 22 men on widescreen, the two heads of

state are trading curt, clipped comments. Cameron and Merkel have excused themselves from the G20 and are watching the England versus Germany match in the knockout stage of the FIFA World Cup 2010. Whoever said “Football is not a matter of life and death—it is more” got it right. Football lies in the heart of epic tales of heroes and real life rags-to-riches stories, political emancipation and feel-good drama. And football’s adrenalin is massive media, marketing and advertising. When TV invaded homes in staggering numbers from the 1950s to the 1980s, football found, well, a foothold. For an enterprising FIFA, the Federation Internationale de Football Association, the world’s governing body on football, the ability to bring football into the homes of fans, invading their

Viva la furia roja!

by Aye Ubaldo

private lives with the beautiful game, presented limitless potential in broadcasting and marketing monies. The English Premiere League was first televised in 1992. The event led to football games having late kick-offs to allow the working class to get home to watch. Broadcast media -made the EPL the most well-known football league in the world. Other European leagues followed suit, Spanish La Liga soon rivaled their English counterpart. Advertising and marketing campaigns are built around major football events and with the World Cup, the sky’s the limit. Vanity Fair put them on its cover in time for the World Cup. For many Americans, the names Didier Drogba and Alexandre Pato, could have been world leaders from some obscure country. They would have been right about the world leaders part, but they were certainly not obscure. In fact, majority of visitors to the African continent are from the

U.S. Vanity Fair’s cover is right on the money. Using football and its high profile players is something major brands have known how to milk. Nike “Write the Future” Put in the likes of the Ivory Coast’s Didier Drogba, Brazil’s Ronaldinho, England’s Wayne Rooney, France’s Franck Ribery and Portugal’s Cristiano Ronaldo, to name a few, and Nike has addressed a global market. In its World Cup 2010 ad “Write the Future”, it goes beyond the players and shows the game in a future perspective. The ad conveys the question that plagues every player: “Will I be hero? Or zero?” Nike paints a future of inconceivable failure, i.e. Rooney living in squalor. “Write the Future” effectively states that such abysmal failure is unacceptable. Drawing on human drama and humor, the global brand has effectively inspired a generation committed to winning.

The curse of Nike’s World Cup ad

by Abby Yao

At the start of Cannes Lions week in late June, the New York Times Goal blog asked, “Could the Nike World Cup commercial be cursed?” As the playing teams appearing in the “Write the Future” spot suffered losses, pundits had a field day enumerating the curses: England’s Rooney, Italy’s Cannavaro, Ivory Coast’s Drogba, Portugal’s Ronaldo, Brazil’s Ronaldinho, France’s Ribery. Not even Roger Federer, who plays table tennis with Rooney in the ad, was spared. The Swiss tennis ace suffered a stunning loss in the Wimbledon quarterfinals. The only athlete who completely escaped the curse is NBA Finals MVP Kobe Bryant, who led the L. A. Lakers to victory. (As of this writing, only Spanish players Fabregas,

Iniesta and Pique have a chance at the coveted gold trophy.) For advertisers, Nike’s unsuccessful prophecies have a chilling effect. But in a competition where only one team can win, a massive campaign hinged on the event’s outcomes can only miss the mark spectacularly. However, the timing of its launch softens the blow. The Facebook sensation is unlikely to turn off fans at this point. The glossy three-minute ad directed by the Mexican auteur Alejandro Gonzalez Iñárritu had a recordbreaking 7.8 million views in the campaign’s first week, according to Ad Age —not bad for a brand that is not a FIFA World Cup 2010 official sponsor. So would you rather be safe or viral?

AMBUSH MARKETING—GOAL! If you haven’t noticed it yet, most of the ads reviewed here were not even from the official sponsors of FIFA. Nike, Pepsi, Igor Martinovic and others hijacked the World Cup by running their ads online.

Bavaria Beer was far more daring by attempting an ambush on the ground during the HollandDenmark game. It arranged a bev y of female spectators to wear its trademark orange color. In defense of Budweiser, a World Cup official sponsor to the tune of millions of dollars, organizers blew the halt whistle that outblared the blaring vuvuzelas. The Bavaria beauties were promptly thrown out and arrested. Nevertheless, pundits say that FIFA and its official sponsors lost the battle. After all, what does it say about the quality of official ad campaigns, when even this reviewer prefers to critique the bandit ads?

VISA "GO FANS"

IGOR MARTINOVIC'S SPECULATIVE ADIDAS AD

COCA-COLA "HISTORY OF CELEBRATION"

PEPSI "OH AFRICA"

A firm supporter of many sports events, including the Olympics, Visa employs the services of Morgan Freeman, the unmistakable voice behind its World Cup TVC. The ad is your usual montage of human emotion—from old men celebrating in pubs, vibrant young people in the stands, to young children with painted faces shedding tears in grief. “Every four years, countries come together to stand apart. Buy their tickets, and never once sit on their seat. To bleed their colors and leave everything on the field, or the pub, or the street. Because in the end, no matter who wins, we all will remember how divided we stood, united football,” the copy reads. It should have ended there, yet it rambled on and went for hard sell.

Never released in mass media, but made popular by blogs, is a speculative adidas World Cup 2010 commercial. Created by Igor Martinovic, this non-sanctioned ad was shot on a Long Island, NY beach with a small crew and cast of local kids from New York City. After a number of (overly) emotion-driven and productbased advertising, this adidas gem provides a few seconds of undiluted fusion of color and cinematography and sheer natural delight in the game. Everything is makeshift. The goal has no net, the bars are thin sticks of wood, and the ball is bunch of rags. There is a quick shot where one of the young children appears to be tying his shoes. Toward the end of the ad, the camera shows the children playing without shoes, the adidas three-stripes are painted on the children’s feet. The message: It is foot-ball. The game starts with the feet.

Continuing in the same vein of their “Open Happiness” campaign, the ad credits African player Roger Milla, who, 20 years ago, celebrated his goal by dancing. The very act has changed forever, the manner by which goals are glorified, inspiring such unforgettable moments of teams “getting down” impromptu. “Freedom, just like a waving flag.”

Not to be undone by official sponsor Coca-Cola, Pepsi has its own series of World Cup ads overflowing with the game’s big names: Argentina’s Lionel Messi, Brazil’s Kaka, France’s Thierry Henry, the Ivory Coast’s Didier Drogba, Andre Arshavin and England’s Frank Lampard. The campaign is a series of humorous encounters with South Africans that effectively present facets of the land, its people and its customs. The most memorable of the lot starts with the players being dared into a match, wherein Henry asks a young man, not humbly, “Do you know who we are?” Unable to detract from the dare, Drogba asks, “Where is the pitch?” Lo and behold, a throng appears and creates a human pitch that shifts positions and runs forward as the game moves along. As Lampard attempts a goal, the pitch shifts and the net moves. At the end of the match, and as is the norm, the players exchange shirts the African way. july-august '10

WORLDCUPSPECIAL Bates 141 teams up with JWT

Ebong keeps the ball

Stare down between BBDO's Bixie Reyes and Saatchi's Tonypet Sarmiento

Against all odds: David Guerrero

Bob Guerrero

Adobo Cup goodwill edition Publicis Manila wins; DM9JaymeSyfu runner-up The torrid zone that was ASCOM Field in Fort Bonifacio did not faze the seven eager football teams that trooped to play a special edition of the adobo Cup last May 30. Ace Saatchi & Saatchi, BBDO Guerrero/ Proximity Philippines, DM9JaymeSyfu, JWT Manila, Ogilvy & Mather and Publicis Manila, as well as Balls TV of ABSCBN were hit by football fever, literally. The inclusion of media and more sponsors notwithstanding, the novelty of this adobo Cup was for a humble cause: goodwill and donations for the homeless World Cup team and Army kids. “Unlike last year where it was all fun, this edition allowed us to give back to the community football donations for the homeless world cup team and the army kids so that they may play the sport with decent equipment,” said Caloy Sambrano, DM9JaymeSyfu team captain. From meager beginnings to media broadcast material, this adobo Cup saw the debut of Balls TV team—led by former ad man, now ABS-CBN VP, Miguel Mercado —into the league. The Balls Blue Team featured Marielle Benitez, a midfielder for the Philippine national football team. The final game between Publicis Manila and DM9JaymeSyfu was truly worth the watch; so even were the teams—strike for strike and pass for pass. In the end, Publicis Manila prevailed with a closely fought 2-1 victory. Marielle Benitez of Balls Channel scored made two goals and was Best Midfielder, while Caloy Sambrano was Best Defender. Best Goalkeeper was Gabby Tripon from Ace Saatchi & Saatchi. Freelance voice talent Ebong Joson walked away with the Golden Boot Award, an encore of last year’s performance.

“Happyland” is all about goals Call it football; call it soccer, but fans we are not. By pegging football as a game for the rich, Filipinos may perhaps be merely suppressing a deep desire to be six-feet tall.

Through a small group of young volunteers, the whole project aims to inspire a new generation into engaging in a “new” sport. So why make a movie about barefoot football players on the streets of Tondo? The answer: goals. The short-term goal is to show a real story. The long-term goal is to propel the Philippines into the World Cup by 2022. “The movie stands firmly on a simple and straightforward

narrative structure. It is a coming-of-age story based on the experiences of several generations of young football players from the slums of Tondo, Manila,” writes Jim Libiran, film writer and director. As a vehicle to convey a cultural project, “Happyland” is an integral part of “Project Strykr,” a three-pronged movement to improve the quality of life of marginalized Filipino communities through a grassroots-based communitysupported sports program, “Futbol sa Kalye”. The Futkal N.G.O. of coaches and consultants want to establish a training institute, and at the same time, the Tondo Football Club of semi-professionals propagating Futkal modules. With showbiz- and celebrity-obsessed youth, “Happyland” is the means to get the attention of a new generation to get into the beautiful game. Perhaps a

movie on football will inspire them to engage in the sport. Looking for parallels? Well, forget “Slumdog Millionaire” for a minute, and try to recall the 2006 movie “Goal” about an illegal immigrant Mexican that gets a chance of a lifetime—to play for Newcastle United of the English Premiere League.

Jim Libiran

Sadly, but as expected, only a handful of Filipinos saw it. Thanks to David Beckham playing for the LA Galaxy, Americans are acquiring a passion for the game. And in a nation that still sees Americans as big brothers, perhaps Philippine footies will not be long in coming. Through a small group of young volunteers, the whole project aims to inspire a new generation into engaging in a “new” sport by teaching the skills necessary to enjoy the game, and helping them organize grassroots teams and community-events to spread the popularity of the sport. Happyland will be a small, yet hopefully significant, contribution to help achieve these social goals. The film will be distributed locally through schools and grassroots community screenings, where it will serve as an introduction to the teaching of “Futbol sa Kalye” (street football). Its success depends largely on the support it will get from “fellow travellers” and “kindred spirits.”

Paulino Alcantara Riestra A Philippine football hero revealed If he were alive today, Paulino Alcantara Riestra would be saddened, if not appalled, at the present state of Philippine football. Born in Iloilo in 1896, the mestizo Alcantara is listed in the F.C. Barcelona official website with the title “Mythical Player”. In 1912, at 15 years old, he joined as the youngest player of the world-famous, multi-awarded La Liga team that is Barca, the Catalan team that produced such big names as Johan Cryff, Bernd Schuster and Diego Maradona. Under its banner, he made 357 goals in the same number of games. To date, his record number of goals is unbroken.

In 1917, Alcantara played for the Philippine National Team in the Far Eastern Championship Games in Tokyo. The Philippines trashed host nation Japan 15-2. Alcantara was Barcelona’s first star in the 1920s. Joining the Spanish national team, Alcantara’s reputation gained ground when, in April 1922, his strike bore so much power, he tore the net in a game against France. To pursue a medical career, Alcantara gave up playing in July 1927. Four years later, and until 1934, he returned to Barca as a member of the board. Unknown to us but celebrated internationally, this Filipino-CatalanSpanish player should be the inspiration for a young generation of Philippine football hopefuls.

july-august '10

digitalscape

Geneva Film Co. gives Lexus the 3D treatment

AC NIELSEN NET INDEX

Breaking Down the Yahoo 2010 by Iggy Javellana

Global – Geneva Film Co., the world’s leading producer of stereoscopic 3D commercials for theatre and television, launched the first 3D commercial for an automotive brand in U.S. cinemas July. The “Pitch” campaign for the Lexus LFA spot, which opened for Paramount’s 3D feature “The Last Airbender,” was created by Team One. It showcases the Lexus LFA’s ability to generate a tone to break a champagne glass. The 3D version of the spot was produced in Toronto by Geneva Film Co’s founder producer/director James Stewart. A 2D version of the spot can be viewed on YouTube. The Lexus LFA project follows on the heels of Stewart’s most recent 3D work for Sprint that launched in May with “Shrek Forever After”.

Korte Suprema made more accessible to Filipinos through Twitter

The Supreme Court is now subject to online following. @ KorteSuprema, Supreme Court’s Twitter account, is now actively inviting the citizens to reply and send private, direct messages. The move is said to allow the public to have a broader information access about the court which the court intends to provide by giving real-time updates on news, programs and projects concerning their institution. This includes the court’s decisions. Facebook also welcomes a Supreme Court of the Philippines account. These online efforts intend to provide transparency.

YouTube Invests $5M to Finance Original Video Craft

Original YouTube videos are being financed by Google under a US$5 million budget. With a list of people and small companies uploading original videos regularly, around 100 will be invited to submit a proposal to win a grant. Google intend to help these partners boost up their revenue. The move, however, is said to be one of Google’s desire to increase its content offerings. Moreover, original content means less copyrighting violations. One of Google’s growth causes is now based on the display market and its ownership and control of YouTube. Google is seen to earn as much as $600 million in display advertising which are mostly through YouTube.

july-august '10

Last June 8, 2010, Yahoo! and AC Nielsen released the results of the Net Index 2010 which measures the Philippine Internet audience. Using patented data-gathering methods, they were able to garner valuable insights to help advertisers understand the Philippine Internet audience. Around 30+ percent of the total urban population are now online and major cities. Metro Cebu and Davao, led by Metro Manila, have grown their Internet penetration considerably. Medium- to smaller-size cities are catching up. This growth has been driven by the upper-middlebracket SECs, mainly due to increase in home access, now at 27 percent of the total Internet population. 71 percent is still accessing from Internet cafes though, while mobile Internet usage is at 5 percent. Gaming is still very much prevalent in the market, with a huge chunk in the Pinoy youth segment (15 to 29 age group). More gamers are making their way to both online MMOs (like Ragnarok) and social games and apps (like Farmville). The 4 Big Trends 1. Search Now more than ever, Filipinos do search. In fact, it is growing

so fast that in 2009 only 58 percent searched, compared to 78 percent in 2010. Advertisers must understand the importance of being searchable. Your brand has to be clearly visible and easy to distinguish in the myriad of online properties. If you’re not on the first page of results, you’re not doing it right. 2. Online Entertainment Aside from being the mostsearched topic by Filipinos, music uploads/downloads grew from only 25 percent in 2009 to 41 percent in 2010, while video uploads/downloads grew to 38 percent in 2010 from 22 percent in 2009. Music videos are most most frequent searches, with over 73 percent of users admitting to watching music videos online over the last three months. 3. Mobile Internet From below one percent in 2009, accessing the Internet via the mobile device has grown to above 5 percent, mainly due to telco data plans becoming more affordable. Also, the increase in availability of Smartphones and mobile Internet gadgets—from cheaper China-made copies of cellphones, to the much talkedabout iPad—has helped fuel this growth.

4. Social Media We have changed the way we communicate with each other because of social media, in particular social networking sites like Facebook. From only around four percent in 2009, Facebook penetration has jumped to an astounding 83 percent.

In fact there are now over 12 million Filipinos on Facebook alone. So for advertisers and marketers alike, finding new and creative ways to communicate via Facebook is the key to any new digital campaigns. Expect more great things in the coming months from both Yahoo and AC Nielsen. Now more than ever they are helping educate us on online marketing and the importance of an online presence.

Making Lions can be lots of fun once you have the right partner.

Do it with us. 2006 BBDO / Bronze Radio Lion 2007 JWT / Gold Radio Lion 2010 JWT / Bronze Radio Lion

www.hitproductions.net

WEBBY AWARDS

12 metals prove BBDO NY’s mettle in New Media The digitization of today’s industry demands that not only traditional advertising campaigns be recognized but also new media initiatives. The Webby Awards, now on its 14th year, continues to honor excellence in this field.

As the leading international awards for such media, it awards entries in four categories: Websites, Interactive Advertising, Online Film & Video, and Mobile Web. The Webby Awards presents two honors in every category—The Webby Award and the People’s Voice Award. The former is chosen by the members of The International Academy of Digital Arts and Sciences while the latter is chosen by popular vote, online. Awarded as the Webby Agency of the Year, BBDO New York gathered 12 awards. Winning campaigns included HBO “Imagine”, created

in partnership with The Barbarian Group (four awards and two People’s Choice Awards) and Starbucks “Love Project”, winning two awards, one of which is the Best Integrated Campaign. TBWA\Chiat\Day followed BBDO with four awards, particularly for its video campaign for The Grammys, “We HBO "Imagine" T VC Are All Fans”. DDB Stockholm’s “The Fun Theory” bagged three awards in Interactive Advertising as well as Wieden+Kennedy’s Nike Chalkbot. Asia’s metals were brought in by BBH China with four wins. Its mobile campaign for the World Wildlife Fund (WWF) “Fate is in your Hands” won the Best Mobile Integration and Best Use of Mobile Videos. BBH China was also voted People’s Voice Winner for Experimental & Innovation and Best Use of Mobile Videos. Non-agency wins were topped by The New York Times and College Humor with five awards each. The College Humor earned awards in Online Film & Video and Websites while The New York Times ruled in Mobile and Websites. Achieving a new milestone, BBC.com won the People’s Voice award for News for the ninth consecutive year.

The Best Social Networking Site was given to Twitter, Mobile Social Networking to Foursquare and Hulu for broadband. The Music and Viral Video of the Year went to The Muppet’s rendition of Queen’s “Bohemian Rhapsody”, while “Auto-tune the News” from BarelyPolitical.com won for best video remix. Stars like Jim Carrey and Brad Pitt each won awards. The latter for Make it Right Foundation, which Pitt founded, as the best activist website while the former won for best celebrity or fan website. Famous for restricting the winners to fiveword acceptance speeches, the awards were claimed on June 14, 2010 in New York City. For the full list of winners please visit http:// www.webbyawards.com/index.php.

The Grammy's " We Are All Fans [Beyonce]" T VC

IMMAP 2010 Engage One. Engage Many. The Internet and Mobile Marketing Association of the Philippines (IMMAP) has been a regular and reliable source of relevant marketing and advertising information for the past few years. From the emergence of mobile

Donald Lim

july-august '10

marketing to the dawn of social media in the Philippines, IMMAP has been at the forefront of digital and new media marketing, always in touch with today’s trends and the everchanging tastes of the Filipino audience.

This year, the focus is on the Digital Ripple, where engaging a single person from your target audience can inevitably lead to engaging everyone else in their network. According to the primer, “It is not only about when, how, and who can be reached—[but what the consumers can do with your brand]. It is about content that enables interaction and seamless delivery across all media.” Of particular interest this year are the new modes of Mobile Marketing, in particular, how marketers should adapt for the now practically “immune to mobile advertising” consumer. There are talks and breakout sessions on Mobile Engagement, followed by sessons on integration and mobile planning sessions. Digital Marketing also takes center stage covering new ways of engaging the local market, with highlights on trends in

the region as well as in other countries. Of particular note are the talks on Digital Engagement that have great speakers from digital ad agencies like Proximity and Tribal DDB. Of course, Social Media plays a huge role in any engaging digital marketing plan, hence the plenary and open sessions, as well as the Break Out sessions on social media. Some may argue however that if you’ve been to one digital conference, you’ve been to them all, but there is always something new to learn or discover especially during the Mecca of digital advertising in the Philippines. The IMMAP offers much more than the regular conference as there are supplier booths, numerous opportunities to network with likeminded digital marketers and clients, and an even wider array of learning sessions targeted towards the forward-thinking marketer. In sum, expect some redundancy in the IMMAP talks, but new trends, case studies and digital learnings will surely prove invaluable.

IMMAP 2010: The Digital Ripple happens August 19-20 at the SMX Convention Center in SM MOA. For more information, visit www. IMMAP.com.ph.

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

MAY 2010

Mini Cooper "Rollercoaster" DM9 JaymeSyfu Chief Creative Officer: Merlee Jayme / Executive Creative Director: Eugene Demata, Louie Sotto / Art Director: Herbert Hernandez / Copywriter: Louie Sotto Account Manager: Junette Laxamana / Account Supervisor: Ronald Barreiro Producer: Sheila Villanueva, Jess Ramo / Illustrator: Pinoy Reyes, Allan Montayre

adobocenterfold

Integrated Creativity To get inspired, Executive Creative Director Andrew Petch of Ace Saatchi & Saatchi Manila and Campaign Brief Asia’s No. 1 Creative in the country, hits the waves. Surfing and advertising came together for Petch as a teen while admiring an ad showing a split-open shark’s belly with a human skeleton and board shorts inside. The idea that the board shorts were the toughest in the world inspired Petch, who found out that the ad won the 1994 Press Grand Prix in Cannes. “It was the perfect example of what we are all trying to achieve with all creative and that is to do a great piece of advertising that consumers love. It was the benchmark for me, what started my career.” The board shorts ad got Petch thinking more about integrated creativity—what happens when you combine different forms of expression for greater impact. Since moving to the Philippines last year, Petch has enjoyed riding a new wave of multiple mediums and challenges his clients to think outside the box, too. Greater impact means expanding the horizon outside of print. “Audiences are no longer just consuming traditional TV and print, they are now in other spaces and to get to them, we need to be in those spaces.”

Andrew Petch Executive Creative Director Ace Saatchi & Saatchi Manila

logic and magic

Raising the corporate communication umbrella by Bong Osorio

IABC delegates

his writer attended recently the International Association of Business Communicators’ (IABC) Global Communication Conference, in Toronto, Canada, a big gathering of communication and public relations professionals, directors and consultants from all over the world to discuss the critical issues in the field of communication. Seven focused tracks—employee communication, public relations, marketing and brand, change management, global trends, and communication leadership—were made available for delegates to choose from. I specifically followed the corporate communication track conducted by Steve Crescenzo, an IABC “all-star” speaker and a recognized expert in employee communication. He talked on the topics of “Taking the ‘Corporate’ out of Corporate Communication” and “Reinventing Corporate Communication”, both of which advocated for a change in organizational culture from “We’ve always done it this way,” to “Let’s try something different and see if it works,” and pushed communicators to stay relevant in what they do. A witty and engaging presenter, Crescenzo regaled the audience with his interesting notes on the crucial roles—today and five years down the road— communicators have to play. Here are 11 thoughts Crescenzo would like to share with you.

july-august '10

Be the best communication talent that you can be. Consistent creativity is key in the way you talk, write and listen. Successful communicators are those who can do all these in conversational fashion, challenging formulaic writing styles and avoiding the overuse of formulaic writing, jargons, buzzwords, platitudes and corporatespeak. Enforce a ban on headlines that will drive readers away with confusing leads, and “execution at dawn”, and “grooms men covering their crotches” photographs. Set your priorities right on what to communicate. Stories on products, programs and processes are important, but always first on your list should be narratives concerning people. Deal with whatever they are passionate about, whatever they need to know in order to do their jobs, or anything that is excellently executed and engaging that it pulls them into it. Stop fighting the wrong battles. The battle to make the deadline must be the first to go. You will for sure miss deadlines often if you have multiple of things in your todo plate. “Do less and make it better” can be your mantra. Put an end, too, to the battle to create something that will not make it through the approval process. In other words, aim for quality not quantity in your recommendations. In business, the battle that matters most is the battle for audience attention and support.

Implement a “my company got talent” search. Find people in your company who have something to say on issues that can be used internally or externally. They can be your best spokespeople that can defend the company from “bad will” onslaughts. And if you need interesting material, tap into stories people have and give them a platform for telling their stories. Get the big picture. Communications work brings you to deal with a lot of details. With all sorts of information flying around, someone needs to tell the story of your company’s business. Use people in the organization to propagate the story of what the business does. Employees can be your best corporate evangelists. Start the conversation. Dialogues, talks, discussions and brainstorming sessions happen in organizations. You’re the catalyst for these activities and must take on the title of conversation starter. You need to draw people in and benefit from their experiences, ideas, opinions and leads. Your primordial challenge is how to manage the conversations well. • Prop up people to achieve their goals. Be a coach and engage your publics in productive and result-oriented activities. Ask the right questions rather than provide the

networking, podcasting and video streaming, to name a few. These developments make communication a lot more efficient. Master the strategy ladder. Move from business goal (to better meet customer needs) to communication goal (educate, inform or change) to messages (every single employee plays a crucial role) to content (audience composition, creative concept, execution, channel distribution, timeline) to measurement (impact, mindset alteration, loyalty retention). IABC officials and delegates

right answers. You are the process expert that focuses on goal-setting, sincere encouragement and powerful inquiries. Unlike counseling or mentoring, you should hardly ever offer counsel. Your task is to energize the coachees to find the solutions by giving them insights into their situation. Blast your messages. You need to do three activities in this front—publishing, listening and engaging. Get published using traditional and social media, listen and accept all comments—negative, neutral or positive—and get your publics engaged using traditional and social media. In the listening process, it is important to accept all observations and work with and around them. Step into a question-and-answer bustle to elucidate your messages, explain your positions, dispel rumors, and bring your audience at the point of need.

Learn the power of social media and the knowledge and skills they bring. This is paramount to being an “in-step” talent. Help your leaders with these new tools, figure out what’s right for them and push them out of their comfort zones. But as you do this, be fairly warned that all the fancy new tools in the world can’t hide bad content. Realize that the concept of social media places a whole new meaning to communication and the Internet. It gave birth to a new breed of Web-savvy communicators who have been given the opportunity to have dialogues directly with their clients in niche Web networks. The increased bandwidth and innovative social media applications, complements communication with a shared milieu that supports meaningful 24-by-7 conversations year-round and allows communicators to discover and generate useful information through the available tools—RSS, social

Stop being damn shy. If you are able to muster the appropriate talents, you can surely cut through the noise and the clutter, be ahead of your competition and get rewarded for a job well done. The corporate communication umbrella has become much more expansive and nimble. Its area of discipline cuts across various corporate divisions and requires from communicators a level up commitment to cover what needs to be covered, and the agility to respond to your target audiences’ stipulations, issues, situations and people.

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

the bigger picture

What Price, Beauty?

“B

by Cid Reyes

eauty is the Beast: Psychological Effects of the Pursuit of the Perfect Female Body” was the paper written by Elayne A. Saltzberg and Joan C. Chrisler submitted to the book project entitled Women: A Feminist Perspective. Fittingly the essay opens with an exultant quotation, at once a celebratory homage and an ironic damnation: “To men, a man is but a mind. Who cares what face he carries or what he wears? But woman’s body is the woman.” The quotation is from an earlier (1958) essay by Ambroise Bierce, who also wrote an adulatory paean to the beauty of women. The entire humankind is, of course, spellbound by beautiful women, a situation which impels women, or those who have thought of themselves as not having been blessed by nature, to aspire to an ideal. Because various times and cultures vary in what is esteemed as beautiful, no quantifiable factor can be used as a standard of beauty. Indeed, studies abound on this most mysterious of subjects. Nancy C. Baker’s book, The Beauty Trap: Exploring Woman’s Greatest Obsession delves into the ways women tortured themselves into corsets of whalebone. Queen Catherine of France, in the sixteenth century, introduced waist binding with iron bands that constricted the waist to what was regarded then

july-august '10

as the ideal measurement: thirteen inches! (Try breathing!) In the book The Decorated Body, it is reported that some women “had their lower ribs removed so that their waists could be more tightly laced.” (Ouch!). Of course, we are familiar with the centuries-old Chinese custom of foot binding.

In all these aspirations and struggles to be beautiful, can marketing and advertising be far behind? The custom called for binding the feet of five-year-old girls so that as they grew, their toes became permanently twisted under their arches and actually shrank in size. The big toe remained untouched. The more tightly bound the feet, the more petite they became and the more attractive they were considered. Mercifully, this custom ended in the 20th century.

Because Filipino women generally follow the Western ideals of beauty, generations of Pinays idolized the female figure of Marilyn Monroe, voluptuously fleshy, and then, in the 60s, the tall emaciated-looking model Twiggy, and now who? Angelina Jolie, perhaps, as can be seen from the plumped-up, pouty lips of some movie stars and celebrities. In all these aspirations and struggles to be beautiful, can marketing and advertising be far behind? Cosmetic sales are, not surprisingly, in the billions of dollars, and so with advertising expenditure. Sure, it’s great for our industry, so who’s complaining? Purely from the sociological point of view, the study of the Filipino woman’s pursuit of beauty is worthy of a dissertation. It starts naturally from the psyche of a colonized subject. "300 years in a (Spanish) convent and 50 years of Hollywood”, I believe, is the descriptive cliché. Since the Pinay has imbibed, inevitably, the lesson that the ideal beauty is Hispanic and American, mestizas dominate local filmdom.

She, therefore, aspires to have a fairer, whiter skin, a small, pointed nose, and ample breasts. Businesses have entered the cosmetic surgeons whose lucrative businesses have become a such a goldmine. Those giant billboards along Edsa do not come cheap. (Great for the local outdoor advertising industry, so what’s the fuss?) Now the Pinay can have a nose lift, breast enlargement, tummy liposuction, and a nip and tuck for other parts of the female anatomy. As for that problem morena (read: dark brown, olive-toned) skin, the answer now comes in a slew of whitening ointments and placenta protein tablets. [Metathiones galore are the salvation. The Pinay can now delight in her “kutis mestiza” or her “kutis mayaman.”] Creatives are experts in mining the psyche of the Filipino woman, pushing just the right buttons in order for her to part with her (or her husband’s) hard-earned peso. In the aspect of ideal body weight, slim is in and fat is out. Slimming salons continue to sprout like kabute (mushroom) in the Metro Manila landscape. And for faster fat dispersal, there are always those pills advertised on TV. There are, too, those EDSA billboards that humiliate overweight women who hide behind dark-colored outfits. Whereas in a different age and time, women of Rubensian glory (after Peter Paul Rubens, the 17th century Flemish painter of plump and fleshy women) were celebrated, now the fat Pinay is made to be an object of scorn and ridicule. Hair-coloring products can turn the black-haired Pinay into ravishing blondes and sophisticated redheads. Black hair today, gone tomorrow. Clearly, the obsession with the pursuit of beauty is universal among women. (We refer to the Pinay in this column merely to illustrate the point more starkly, in that she, too, is subjected

to the pressure of subscribing to a Western ideal of beauty. AfricanAmerican women are in a worse state of stress.) In the book Body Love: Learning to like our looks—and ourselves, Rita Freedman notes that “insecurity is common among beautiful women, and studies show that they are as likely as their plain sisters to be unhappy about their looks. There is the constant fear that their beauty will eventually fade away.” The times, they are a-changin! The Philippine Daily Inquirer recently released a special advertising feature on “Skin Whitening” which carried an article titled “The Beautiful Obsession” where the author Michelle Velete writes: “According to leading global market intelligence company Synovate on its 2008 Asia Bus market survey, 91 percent of Metro Manila males admit that looks are important to them. In fact, Synovate revealed that men are now less likely to gauge their masculinity based on their use or nonuse of beauty products. About 70 percent do not believe that men are taken to be less of a man that they are if they do use these products. “Moreover, 66 percent believed that men are not made fun of if they spend too much time on their appearance. A great regard for proper hygiene, among other factors, is highlyimportant for men to consider themselves goodlooking or handsome.

“Futhermore, according to Synovate, Filipinos in general have accepted that men can be vain too. Among the commonly used vanity products for men are perfumes and colognes (81 percent), deodorants (79 percent), mouthwash (57 percent), hair conditioners (53 percent), hair spray and hair gels (47 percent).”

Creatives are experts in mining the psyche of the Filipino woman, pushing just the right buttons in order for her to part with her (or her husband’s) hard-earned peso. We hail, therefore, advertising campaigns that refreshingly and courageously uphold beauty of character over mere physical beauty. One such admirable work was done by Dove, featuring women of substance and maturity, not defying, but celebrating, their age. The campaign was, in fact, downright sexy. The last paragraph of “Beauty Is the Beast” is both a challenge and an inspiration. “Imagine a society where the quality and meaning of life for women are not dependent on the silence of bodily shame. Imagine a society where bodies are decorated for fun and to express creativity rather than for self-control and self-worth. Imagine what would happen if the world’s women released and liberated all of the energy that had been absorbed in the beautification process. The result might be the positive, affirming, healthy version of a nuclear explosion!

Cid Reyes is an artist, writer, art critic, publisher, and creative consultant. He is also a veteran advertising executive and was given a Lifetime Achievement Award by the Creative Guild.

mediascape

NAT GEO, SMG and CNDF bring Shanghai to a global audience

Asia-Pacific - National Geographic Channel, Shanghai Media Group (SMG) and Central Newsreel and Documentary Film Studio (CNDF) continue its partnership in creating documentaries. Aiming to show China’s beauty to a global audience, they formerly released “The Forbidden City”, a critically acclaimed documentary. Recently, they have been working on releasing an international version of “The Bund”, a documentary originally developed by SMG and CNDF. Its HD theatrical version will also be released across China. These documentary channels currently reach 719 million homes in Mainland China and 31 provinces through its syndicated program blocks: Global Geographic and Global Adventure.

NATIONAL GEOGRAPHIC

“About Asia” culture series pushes Samsung’s 3D TV launch

Media.Asia is gearing up for its relaunch as Campaign AsiaPacific in June

Asia-Pacific - The website of Media magazine, media.asia, is in the process of re-inventing itself starting with a network of 6 Campaign websites. First out are Campaign Asia-Pacific, Campaign China, Campaign Singapore and Campaign Jobs. Before the end of July, Campaign India and Campaign China (Chinese language site) will follow. These new networks will offer a daily email bulletin for each website thus giving local market news tailored to the audience’s needs. Campaign is said to be the biggest and most exciting online content and research network for advertising and marketing professionals across Asia-Pacific.

New York Festivals TV & Film Awards 2011 to include Telenovela category Global - New York Festivals, now in its 54th year of honoring “The World’s Best Work”, announced its Call for Entries for the 2011 International Television & Film Awards. This year several categories have been added to mirror global programming trends, including telenovelas. A Special Event category was added to recognize Award Shows, Parades, Telethons, Opening/Closing Ceremonies, News and Political Events. Expanded OnAir Sports categories include: Best Sports Anchor, Best Sports Journalism and Best Sports Newscast. A category for Animated Program was added this year along with categories honoring Best Graphic Design, Best Choreography and Best Animation.

july-august '10

Premiering across Southeast Asia and Australia, Samsung is sponsoring National Geographic Channel’s “About Asia” culture series with its latest 3D TV spot empowered by the channel’s latest “Live Curious” brand initiative for a stronger storytelling element. A series of 3D break-bumpers also draws on Samsung’s latest 3D TV theme —World’s First 3D TV, Turn On Tomorrow and National Geographic Channel’s yellow border. In addition, the 3D TV innovator is collaborating with National Geographic Channel to feature 3D content as basic product display on Samsung 3D TVs in retail outlets across Southeast Asia. National Geographic’s “Live Curious” is its latest global brand initiative to resonate with people across the world. The element of curiosity engages naturally with Samsung’s “See the New Dimension of TV” 3D TV brand promise as it invites Asian consumers to embrace a new TV experience. “National Geographic Channel is thrilled to partner with Samsung in

introducing a unique TV experience that is set to become a new lifestyle trend,” said Avi Himatsinghani, senior vice president, and general manager of Southeast Asia, National Geographic Channel. “Our role is to provide an effective pan-regional media platform for Samsung’s 3D

TV launch across Southeast Asia and Australia." Samsung launched the world’s first Full HD 3D LED TV, the 46” and 55” LED C7000, on March 11, 2010, with a range of other 3D-capable LED, LCD, and Plasma TVs becoming available over the next few months.

“National Geographic Channel is thrilled to partner with Samsung in introducing a unique TV experience that is set to become a new lifestyle trend.”

The second coming of print?

by Harry Mosquera

hilippine Daily Inquirer’s Sandy Prieto Romualdez noted at the recent induction ceremonies of the United Print Media Group that their businesses should come together and become potent agents of change for the print media industry.

Print media, in comparison to the two other members of the traditional media trifecta, has been portrayed as less attractive to television and radio—supposedly due to a declining readership base. But with a rapidly expanding population in the Philippines, there may be a compelling reason to give print media a second look. It is said that newspapers and magazines have a special

place in the heart of the Filipino. For generations, print media has served as a platform for the setting of political and social agendas. This is because print, by its very nature, allows for a more comprehensive and deeper analysis of issues that affect society. So print media has a built-in role as watchdog of government and as reference for policymakers.

Illustration by Jed-Angelo Segovia

Political discourse and economic gain, however, seem to be disconnected when it comes to print media. The recent electoral exercise clearly illustrates the imbalance of media spending in relation to print. Politicians prefer to pour billions of pesos into television and radio commercials and placements instead of advertising in newspapers and magazines. There are some developments in print media that bode well for the industry. The professionalization of media practices, for instance, has allowed for a system of checks and balances that has helped improve the bottom line of many publications. The specter of the deadbeat advertiser, who would make placements across various publications without paying his bills, is increasingly becoming a thing of the past. There are other considerations, both internal and external to the industry, which may have a long-term impact on the future of print media in the Philippines. Support of traditional trade partners and sales channels needs to be strengthened and defended, as their roles do not only carry an economic impact, but also perform a public service. Information, after all, is as much a commodity as it is a social right. It is ironic that publications often become defenders of various issues. News sellers do not get the respect due to proper microentrepreneurs, for example. The Philippines is also probably one of the few countries where the cost of newspapers will continue to go up if the raw materials used to make it are not protected. The reality is that the country is exporting raw materials which come back even more expensive. New media presents challenges for print. A lot of money and resources are required to deliver the news, and to simply put it on the Internet for free does not make for good business. Abroad, readers pay for content. It is simply a matter of time before local publications do the same. Whatever strategies individual publications will take to be more competitive and profitable in the future, it is increasingly becoming evident that growth for print media as an industry will be dependent on how its proponents can work together for a common agenda.

WOWOWEE Is this the end of ABS-CBN’s cash cow?

hollywoodflip.com

by Jamie Ortega

Like a cat with nine lives, Willie Revillame has weathered countless scandals throughout the TV hostcomedian’s illustrious career. Any other celebrity would have crumpled under the intense scrutiny and pressure, but not Willie. People believed the host of “Wowowee”, the Philippines’ reigning noontime variety show, was made of sterner stuff. That was until the Jobert Sucaldito debacle came along. Last May 4, 2010, Willie threatened to resign from “Wowowee” if ABS-CBN did not fire entertainment columnist and The Buzz segment host Jobert Sucaldito. The feud stemmed from the criticism Sucaldito made on his radio show “Showbiz Mismo” about the below-average high school students that were recruited for the show’s Willie Of Fortune segment. The next day, Sucaldito was back on radio while Willie was missing from “Wowowee”. In the past, ABS-CBN tolerated this kind of behavior from Willie primarily because the host’s brash comments and on-air lashings didn’t hurt the TV show’s ratings. In fact, the daytime TV show’s numbers were considerably impressive. Based on the PEP.ph website, the overnight ratings of AGB Nielsen Philippines among Mega Manila households from April 12-20, 2010 show ranged from 16.3 an 19.2 percent ratings against GMA-7’s daily variety show “Eat Bulaga”’s 12.6 to 17 percent, before his walkout. According to several showbiz sources connected with

“Wowowee”, Willie earns an estimated P25 million a month. The variety show rakes in P300 million a day for the network, making it one of ABS-CBN’s top moneymakers. Clearly, the TV host had a great thing going for him, so why was Willie unwilling to let a few scathing comments slide?

Willie is currently building a studio-mall complex worth P400 million called the Wil Tower Mall right in front of ABS-CBN, a joint venture with former Presidential candidate Senator Manny Villar. Pundits say that the Sucaldito feud was a calculated move on Willie’s part, because he was confident that ABS-CBN would woo him back with a heftier paycheck. Apparently, the gamble backfired. Willie isn’t the only one hurting. Networks bank heavily on advertisers to pour in revenue, and a lot of brands that advertise on “Wowowee” put a premium on the popular host’s personal endorsement. Willie is the focal point of “Wowowee”, and not having him on the show even for

just a few days puts the advertisers in a precarious position. Then Robin Padilla, the “Bad Boy Of Philippine Action Movies”, replaced Willie as the host of “Wowowee”. Padilla had masa appeal and like Willie, was known for being a ladies’ man. Good-looking and effusively polite, Padilla was an instant hit. When the action star was formally introduced on May 15, Wowowee hit no. 5 on social networking site Twitter’s trending topics. Based on the television ratings data released by global research specialist Taylor Nelson Sofres, “Wowowee” beat “Eat Bulaga” on May 14, garnering an audience share of 18.1 percent as opposed to the latter’s 12.2 percent and continued to do so in the days that followed. Ultimately, however, Padilla was not meant to be; he left the show on May 18 and was subsequently replaced by rom-com heartthrob Luis Manzano, who himself is a temporary host. During Padilla’s stint as host of “Wowowee”, Willie issued a letter to Eugenio Lopez chairman of ABS-CBN, asking to be released from his contract. A few days after, on May 16, 2010, Willie Revillame broke his silence in an interview with Cristy Fermin on the TV5‘s “Paparazzi”. Rumors flew; TV5 allegedly offered Willie his own show, which was why he wanted out of “Wowowee”. However, a spokesperson for TV5 told adobo, “Willie’s

appearance on the said program was essentially as a guest and does not presuppose that there is any negotiation on-going between Mr. Revillame and TV5.” At the ABS-CBN trade show stockholders meeting two weeks later, Chairman Gabby Lopez had this to say about the Willie issue,”Stars come and go, but the institution stays.” He added, “I realize the financial impact a star like Willie brings to the network. But we are also aware than an institution like ABS-CBN deals with stars all the time. We will take into consideration the wide variety of factors that are involved in dealing with stars like Willie. He is not the first or the last star that will reflect this kind of behavior. It goes with the territory.” In the meantime, media agencies and advertisers are keeping a wary eye on “Wowowee”. ZenithOptimedia Chairman Venus Navalta told adobo, “The ratings are slightly down postWillie, but our brands continue to support ‘Wowowee’, as it remains an efficient and effective media vehicle to deliver their messages.” According to Lopez, resolving the issue is going to take “several months.” Until then, the media and advertisers wait with bated breath for ABS-CBN’s next step. Who will helm one of the Philippines top-rated TV shows? Manny Pacquiao? Edu Manzano? And what to do with Willie Revillame? To quote a famous Pinoy comedy show, Abangan Ang Susunod Na Kabanata! july-august '10

The Asia Pacific Media Forum 2010 in Bali

“Re-inventing Consumer Culture” by Eleanor Modesto

Six-hundred participants took part in the 4th Asia Pacific Media Forum (APMF) held in Bali. This year, delegates from Japan, Malaysia, Philippines, Singapore, India, Korea and the host country Indonesia assembled in the Grand Hyatt Convention Center. Balinese temples are set against a starry night, then a fiery meteor crashes into the landscape with a loud and blinding explosion. This visual metaphor of the “Big Bang” symbolizes the impact of technology and new media. Andi Sadha, chairman of the Asia Pacific Media Forum 2010 Organizing Committee opened the event and said, “The theme recognizes the new era where consumers are more empowered in getting, creating and sharing information. This has caused a major shift in the how people use and consume media.” Keynote speaker and chairman of Margate House, Rob Allyn, talked about content. The New York Times bestselling author, consultant and advisor set the tone by challenging Marshall McLuhan’s statement, “The medium is the message”. He believes “Content is king and you have the keys to the kingdom.”

Charo Santos-Concio speaks at the APMF

Why subscribe? Only P960 for six (6) issues! That's 10% off from cover price! adobo's freshest issues delivered right at your doorstep Get special discounts and invites to adobo magazine events (e.g. adobo main course, adobo party)

YES I WANT TO SUBSCRIBE! Choose from the following options FA X fill out the subscription form and fax to (632) 8450217 ONLINE go to www.adobomagazine.com click the SUBSCRIBE tab; or email subscription@adobomagazine.com to request for the form and other details. PHONE call Bambi Bamba at (632) 8450218 • (632) 3846566 DIRECT drop by at adobo magazine's office to purchase your subscription personally. Unit C-2A Bldg. C, Karrivin Plaza 2316 Don Chino Roces Avenue Extension Makati City 1231, Philippines

The forum successfully drew thought leaders, forward thinkers, market leaders, and change agents around Asia Pacific like Paul Whiteway, head of Custom Solution Yahoo; Guy Gibbs, Google’s Head of Agency; and many others who shared their knowledge. There were panel discussions on how to demand accountability and engage consumers more efficiently. A heated debate, moderated by Rogue Digital President Eleanor Modesto erupted between Unilever VP Rahul Welde, Aegis Asia Pacific CEO Nick Waters and R3 Asia Pacific Greg Paull. MediaCom’s Divya Guruaj presented how Gillette convinced Indian men to shave. Marihiko Hesebe (Hakuhodo) showed how Japanese youth rediscovered the thrill of cars. Alan Rutherford, IAA chairman presented the future trends discussed at the last World Congress in Moscow. Chairman of Para Group, Chairul Tanjung, presented the outlook for Indonesia with a positive spin on the

SUBSCRIBER INFORMATION NAME POSITION COMPANY NAME COMPANY ADDRESS MAILING ADDRESS TELEPHONE NO. FA X EMAIL ADDRESS PHILIPPINE SUBSCRIBER I WANT TO SUBSCRIBE FOR SIX (6) ISSUES (1 YEAR) AT P960 I WANT TO SUBSCRIBE FOR TWELVE (12) ISSUES (2 YEARS) AT P1,920 INTERNATIONAL SUBSCRIBER I WANT TO SUBSCRIBE FOR SIX (6) ISSUES (1 YEAR) AT US$ 80 I WANT TO SUBSCRIBE FOR TWELVE (12) ISSUES (2 YEARS) US$ 160 adobo magazine is a bi-monthly magazine at six (6) issues per year. Statement of account will be sent to your office or mailing address one week after receipt of subscription form. Cheques should be payable to SANSERIF, INC. PAYMENT CAN BE DONE THRU Please pick-up personal/company check payable to SANSERIF Inc. Deposit to SANSERIF, Inc. BPI Current Account No. 3521-1036-46 (fax deposit slip to 8450217 Charge to my credit card

ISSUING BANK

CREDIT CARD T YPE

−

CARD NO. CV V

−

Find the last 3 digits at the back of your card

CARD HOLDER'S NAME CARD HOLDER'S SIGNATURE

EXPIRY DATE

VENUS NAVALTA

Eleanor Modesto with delegates

country’s demographics. His message— “It can only grow”—made an observer remark, “I should stay longer here.” To provide balance, the last session focused on traditional media with ABSCBN President and COO Charo Santos Concio who talked about “The Future of Television”. Charo’s presentation echoed Rob Allyn’s message: "It’s all about content and the human spirit. TV will evolve but it’s about the people watching on the other side of the screen.” Tony O’Regan of Hatch Media showed how Radio is enhanced by digital and Jacek Utco demonstrated how design revived

Resurfaces as Chairman of ZenithOptimedia

the flagging fortunes of a business newspaper. As the 25 speakers and sessions in the APMF ended, Andi Sadha said, “We should keep this conversation going and we envision even more changes as our industry move forward. For those who missed this year’s APMF, we hope to see you in Bali in June of 2012.”

Eleanor Modesto was the former country head of Lowe Indonesia and is now president of Rogue Digital Philippines.

GOOD TO KNOW

When Venus Navalta announced her retirement last year, industry observers thought she had done it too soon. It seems that Venus Navalta finally agrees. A few months after retiring as EVP and managing director of Universal McCann Philippines, Navalta is back in the saddle. ZenithOptimedia has appointed Navalta as the new chairman of the media agency. Effective June 9, she manages all aspects of ZenithOptimedia Philippines. Her main focus is to boost client relationships and mentor, as well as build talent. She is also set to develop new business opportunities aside from working with the regional management in the marketing and positioning of Publicis Groupe network.

Susan Dar Santos, who has been running the agency af ter former CEO Kiran Vaswani depar ted last year, continues to work as general manager. “I wanted to come back to the industry and among the different opportunities, I chose ZenithOptimedia because I was impressed by the stability and achievements of the regional management. There are a lot of shared values and I felt at home right away. I am also challenged in making their Philippines office one of their best in the world,” comments Navalta. With regard to her advocacies and family business, her main preoccupation during her first retirement, Navalta took them into consideration before taking on the job. She happily said that the “regional management of ZenithOptimedia lauds and fully supports my advocacies.”

CLONED

The correct set of credits for the May-June 2010 Creative Showcase - Ace Saatchi & Saatchi's "Outdoor Essentials" for North Face/Primer Group is: Executive Creative Director: Andrew Petch, Raoul Floresca / Creative Director: Trixie Diyco / Copywriter: Paolo Agulto, Maan Agsalud / Art Director: Janette De Veyra Final Artist: Rod Alonzo, Robert Achas / Print Producers: Rodel Quitain, Dennis Obien VP, Head of Integration: Tony Sarmiento Associate Creative Director: Chin Pangan Animator, Editor: Janette De Veyra

Alex Bogusky Chief Creative Officer Crispin Porter + Bogusky

Kevin Sorbo Meet The Spartans / Hercules

july-august '10

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

A Dazzle of Fab and Glam for Dream FM's Special Movie Premiere of "Sex and the City 2"

JUNE 2010

Toyota "Traffic Light" Ace Saatchi & Saatchi Executive Creative Director: Andrew Petch / Creative Director: Rex Lopez / Copywriter: Mark Peckson, Andrew Petch / Account Manager: Carol Arellano, Norbert Pineda, Raffy Parcon / Art Director: Sarah Chan, Carl Urgino / Head Of Art: Carl Urgino / Final Artist: Tony Alunan / Print Producer: Dennis Obien

july-august '10

The fun, the fashion and the friendship live on. It was a blast of glamour in a girls’ night out provided by “your comfortable choice”, 106.7 Dream FM, during its premiere of the much-awaited sequel last June 1. "Sex and the City 2" is a cocktail of life after exchanging “I do”. The tales of these four girlfriends—Carrie, Samantha, Charlotte, and Miranda – continues as they escape to uber-luxurious, but very Islamic, Abu Dhabi. Some of real-life glamour pusses who attended the premiere were actress Gretchen Baretto and model Raya Mananquil. Special invites were also given to friends from publishing companies and advertising agencies. 106.7 Dream FM caters to the upscale listeners who enjoy the soothing sounds of jazz, bossa nova, soul and R&B. Chief Mari Lagdameo travels all over the world in search of great music and is constantly glued to the iTunes store for the freshest tracks. With good music as passion for everyone in Dream FM, this station defines the urbane lifestyle of its listeners. “We want the industry to know that there is an upscale radio station listened to by citified individuals. Our listeners are primarily female but we have a growing listenership among the males and definitely AB,” says Crystal Rebuccas, marketing manager of Dream FM.

EVENTS CALENDAR 4As Agency of the Year Awards August 2010 Manila, Philippines Manila Design Week August 7-14, 2010 Manila, Philippines www.maniladesignweek.com Graphika Manila August 7, 2010 Manila, Philippines www.graphikamanila.com 4 th Internet and Mobile Marketing Summit 2010 Internet and Mobile Marketing Association of the Philippines (IMMAP) August 18-20, 2010 SMX Convention Center Manila, Philippines Tel: 896 06 39 or 896 06 37 www.immap.com.ph Spikes Asia Festival September 12-21, 2010 Suntec Plaza, Singapore www.spikes.asia/ Media Agency of the Year 2010 December 2010 Manila, Philippines

PR Week Awards 2010 October 01, 2010 Grosvenor House, London Park Lane www.prweekawards.com Tel: +020 8267 4161 The Mobius Awards October 01, 2010 713 South Pacific Coast Highway, Suite A, Redondo Beach, CA mobiusinfo@mobiusawards.com Tel: + 310 540 0959 ADCC Directions 2010 November 04, 2010 Kroemer Hall – Royal Conservatory of Music’s TELUS Centre for Performance and Learning Toronto, Canada Tel: + 416 423 4113 www.theadcc.com info@theadcc.ca IAB’s MIXX September 27-28, 2010 www.iab.net

Shanghai International Advertising & Sign Technology & Equipment Exhibition July 7-10, 2010 Shanghai New International Expo Centre(SNIEC)

Australasian Media & Broadcasting Congress July 20-23, 2010 Sydney Swissotel, Australia iMedia Agency Summit 2010 September 27-29, 2010 Conrad, Bali, Malaysia www.imediaconnection.com 2010 UPMG Tinta Awards Call for Entries Deadline September 30, 2010 Manila, Philippines upmg.secretariat@gmail.com Tel + 403 98 59 or + 403 77 87 Panata Awards Deadline for entries: November 5, 2010 www.pana.com.ph Tel +63 894 0012 to 13 London International Advertising Awards Troxy, London November 8, 2010, 7pm 490 Commercial Road, London E1 0HX info@liaawards.com Tinta Awards October 15, 2010

july-august '10

CLASSIFIED ADS advertising photography

Advertise in our classified ads section! Call +632 843 9989 or email sales@adobomagazine.com

courier

T: 5287-136

customerservice@2GO.com.ph

outdoor media advertising

MacGraphics Carranz International Corp. #80 Service Road, Francisville Subdivision, Mambugan, Antipolo City, Philippines 1870 Phone: 02.681.42.80 / 02.681.32.94 / 02.250.12.09 Fax: 02.681.79.44

marketing communications

design studio

photography

post production

non-traditional ad medium

production houses

ELECTROMEDIA PRODUCTION 3rd Floor Maripola Bldg. 109 Perea Street Legaspi Village, Makati CIty Phone: (632) 840-5858 Fax: (632) 840-5015 mail@electromedia.com.ph contact persons: Yvonne de Paula Michelle Lopez www.electromedia.com.ph

cover design: Vgrafix layout / graphic design: Chester Dela Paz

Photography Showcase 2010

Subject Matters Photography Studio

TELEFAX (632)

817.6966 allan@subjectmatters.com.ph WEBSITE www.subjectmatters.com.ph EMAIL

Jojo Mariano

0917.811.0147 EMAIL jojo@aeroeyeasia.com FOUNDER & CEO WEBSITE www.aeroeyeasia.com

PAGE 62

MOBILE

AeroEye Asia has been in the business of providing affordable aerial photography and aerial videography services since 2006. Our services range from the use of unmanned aerial platforms to full size airplanes and helicopters. We have the capability to take detailed low altitude, oblique angled shots to pull out shots, fly-bys, bird’s eye 39 establishing megapixels on ourand Phase One Digital Back shots. view shots overwater approach 31 megapixels on our other Phase One Digital Back We’ve done shoots for OBBs, TV soaps, TVCs, beach 7 successful in the business resorts, shippingyears companies, power plants, motoring 1,685documentaries pizzas orderedand for marketing shoots events, videos. “We have 250 satisfied clients served the experience.” 1 km distance from 90% of the advertising agencies in Makati 3 international photography workshops attended in Europe & the US 2,000 friends in Facebook

Photography Showcase 2010

Mark Nicdao AKA The Simple Guy / Tekken Master / Ultimate Tarantino Fan Pinoy B Movie Collector / Mr. Forever-Can’t-Decide-WhatTo-Do-With-My-Hair / Videoke Mic Hogger / Party Boy (but can’t stand loud music) / Friend of the Stars / Friend of the Nobodies / Mr. Look-At-My-Boots / Artist / BeckhamDouble Wannabe / Music Lover / Chewing Gum Hater, and hmm... oh yeah, Noted Fashion Photographer MOBILE

0917.893.5623

CONTACT NO. (632) EMAIL

502.5308 mark@nicdao.ph

WILD BUNCH MN

Visionary Photography Hub

MOBILE 0915.487.3632 info@visionaryphotographyhub.com WEBSITE www.visionaryphotographyhubcom EMAIL

Visionary Photography Huboffers limitless possibilities for any photo-imaging and capturing requirements. Through our well-equipped indoor-outdoor studio and corporate office facilities together with our creative teamconsisting of graphics artists, videographers and video editors, makeup artists, stylists and our pool of photographers- we provide the essential tools, resources, and technologies for photography professionals and hobbyists.

PAGE 3

Photography Showcase 2010

Subject Matters Photography Studio

TELEFAX (632)

817.6966 allan@subjectmatters.com.ph WEBSITE www.subjectmatters.com.ph EMAIL

Jake Verzosa Commercial, editorial & documentary photographer

MOBILE 0917.578.0681 jverzosa@gmail.com WEBSITE www.matanglawin.ph EMAIL

Jake Verzosa (b. 1979, Philippines) is a freelance photographer based in Manila. His work as a successful fashion and commercial photographer has given him a chance to expand his craft and has taken him to outside destinations around the region. He has traveled extensively around Southeast Asia and considers his documentaries and portraits as his personal work. His works have been exhibited in Manila, Singapore and Paris. 39 megapixels on our Phase One Digital Back 31 megapixels on our other Phase One Digital Back 7 successful years in the business 1,685 pizzas ordered for shoots 250 satisfied clients served 1 km distance from 90% of the advertising agencies in Makati 3 international photography workshops attended in Europe & MOBILE the US 0919.509.5678 2,000 friends in Facebook EMAIL campfiremedia@gmail.com

Jar Concengco

WEBSITE www.campfiremedia.net

Photographer Jar Concengco’s name may sound new to some as he enters into Manila’s arena, but the truth is you may already have seen his work. Hailing from San Francisco, his work has been published in magazines such as San Francisco, 7x7, Baby Couture, Nha (Eva Air’s In-flight Magazine), and The Green Magazine. In one year’s time here in the Philippines, his work has been featured in various national magazines and even ABS-CBN’s Rubi.

PAGE 64

FREELANCE

Photography Showcase 2010

PAGE 5

Photography Showcase 2010

Subject Matters Photography Studio

TELEFAX (632)

817.6966 allan@subjectmatters.com.ph WEBSITE www.subjectmatters.com.ph EMAIL

39 megapixels on our Phase One Digital Back 31 megapixels on our other Phase One Digital Back 7 successful years in the business 1,685 pizzas ordered for shoots 250 satisfied clients served 1 km distance from 90% of the advertising agencies in Makati 3 international photography workshops attended in Europe & the US 2,000 friends in Facebook

PAGE 6

MAD ABOUT

PERSONALIZED MASS MEDIA

hoever says that the number 13 is an unlucky number didn’t consider Thomas Mueller, who wears his No. 13 German shirt with pride. At 20, Mueller lands in the spotlight as one of the quickest German players in FIFA 2010 World Cup history. Within minutes, Mueller’s Wikipedia.com information is updated. Neither did anyone expect Spain’s victory would be during its 13th appearance (and first finals) in the World Cup. Facebook status updates changed into expressions of empathy for Netherlands, how Paul the Octopus will be spared from being made into a scrumptious plate of paella, and suggestions that certain players are called out. Twitter feeds flood the cyberwaves with outbursts on how both teams were able to forge several time extensions until Spain’s Iniesta sneaked in a historic goal.

using this method across different platforms. Among the many available mediums, there are a few that top the list. With all these platforms screaming for your attention, what’s your next move going to be? Just Tweet It The alarm clock rings, and the snooze button is hit—on our mobile phones. On weekends, we compute for the upcoming week’s groceries using a calculator—on our mobile phones, again. We think of a great idea to jot down during transit so we type on handheld QWERTY keyboards. Convenience and speed is key. Take Twitter for instance: what used to be a trend among youngsters that was launched in 2006, and made waves in 2009 with people broadcasting random bursts of ideas and expressions, has become one of the most useful and powerful tools in cyberspace. Electric companies, news channels, radio stations, nonprofit organizations and even advertisers

Getting Personal with Mass Media In this generation of iPads, iPhones, Androids and Apps (where anything you need is literally accessible with a touch of a finger), consumers are spoilt for choice. Media is getting as personal as it should, much like how technology is driving us to take news, entertainment and work almost everywhere we go. In a conference held by ZenithOptimedia in June, bigwigs from GMA and ABS-CBN, MEGA Publishing and Kapinsanan ng mga Brodkaster ng Pilipinas (KBP) explained their efforts in making media more personal for the consumer. Hapreet Kaintel, ZenithOptimedia’s chief strategy officer pointed out that personalization is a smart way of knowing what the consumers are looking for. Essentially, it is not tailored for the control of an individual user, but for the consumption of a “predefined audience” with a single message. Wordof-mouth is a powerful tool to Nowadays, get the word out media is when it comes geared towards to brands and titles. More personalizing people believe messages that non-advertising sources of transcend information channels when making a purchase. and networks Nowadays, media are using is geared towards this method personalizing across different messages that transcend platforms. channels and networks are

july-august '10

by Kiten Capili

are using this convenient online tool to their advantage. For example, the 2010 Cannes Advertising Festival’s Titanium Grand Prix winner, Best Buy’s “Twelpforce”, was awarded for using Twitter to engage their customer service team with the consumers across America. This campaign boasts of having real employees respond to legitimate inquiries about anything about the store’s products and services. Something similar is being done on our own shores. Meralco posts its advisories online and responds to inquiries about rotational brownouts and other concerns about electricity. Entertainment news and online gossip have also attracted a wide audience. Hollywood personalities and recording artists are being followed by millions, which creates an environment that simulates personal, direct communication.

The May 2010 Elections in the Philippines have made citizens more proactive on Twitter as people tweeted status updates about their respective precincts. This form of “citizen journalism”, as ABS-CBN’s Senior Vice President for News and Current Affairs Maria Ressa explained, is an effective way to engage the country and make the Filipinos participate in national events or concerns. From being simply a fun, social networking tool, Twitter has evolved into a professional platform that businesses and consumers find more convenient; the 140-character limit forces users to be more concise and brief. You Are Glued to the Tube Shocking videos of typhoon Ondoy and its aftermath were taken by ordinary citizens. We’ve all been horrified by footage of cars in Marikina, and elsewhere, float like shoes in a puddle. In less serious cases, we laughed at Michael V’s Bathroom Dance. YouTube has If you missed a lot of videos that cater to almost a show, every generation. missed that With almost two billion viewers per favorite line day around the by a second, world, it has nearly twice the amount or want to of viewership than make sure the three largest that England’s television networks America. If you second goal in missed a show, wasn’t really missed that favorite a score, you’ll line by a second, want to make “Look it up on or sure that England’s YouTube." second goal wasn’t really a score, you’ll “Look it up on YouTube.” What we love about it is that it communicates to us on a personal level. We share the same sentiments as the guy who falls off his skateboard or the old man who slips while doing a crazy dance at a wedding. Take it to the Printers With our varied media lifestyles, we live and breathe YouTube, Twitter, Facebook and everything in between. However digital or “techie” the world might come to, one medium dares to stand its ground. Almost proven to be the most resilient of mediums, print media is something many of us still enjoy. The scent of newly opened books, the crisp pages of glossy

reading material list. In retrospect, those yellowing pages in pocketbooks really bring back sentiments that no new gadget can replace. Although there are more magazines that are slowly venturing into digital and online realms, where readers can flip through pages in PDF or Flash form, publishers are finding a way to transcend the magnitude of technological advancements by actually working with it to their advantage. With this, Sari Yap muses, “Print is many things, but one thing it isn’t, is dead.” magazines, or the dark film newspapers leave on our thumbs have become some of life’s simple pleasures. Consider MEGA Publishing, Sari Yap’s brainchild, which from one pilot magazine has blossomed into eight different titles that cater to different interests. During an economic crisis, she was confronted with a choice—to fold or to expand. The brand expanded and hasn’t looked back since. The secret, according to her, is to entrench the magazine into various platforms to communicate a lifestyle, since “print as a medium is already personalized”. Print media feeds you information based on what you would read first and creates a context that is organized and coherent. For travelers who take longhaul flights, magazines and books top the

GLUED TO YOUR MONITOR? visit adobo at

july-august '10

CLASSIFIED ADS

Advertise in our classified ads section! Call +632 843 9989 or email sales@adobomagazine.com

special events

production houses

make-up artist

2663 Honduras Street, Makati City, 1200 Phils Phone: (632) 844-9360 Fax: (632) 844-9744 Email: gerry.deguia@filmex.ph call: Gerry de Guia Jun Garra

sound production

technical services & equipment rental

Services: Recording, Audio Posting, Sound Design, Radio Production, Jingles, Scores, Songs Unit 241 2/f Milelong Building, Amorsolo St., Legaspi Village, Makati City, Philippines 1200 Tel nos: 8447546, 8447549, 8439357 Telefax: 8448280 website: www.noisyneighborsinc.com

1196 Pablo Ocampo Ext., cor. Zapote St., Makati City Phone: (632) 896 2023 (632) 896 2049 Fax: (632) 895 5134 marketing@unitel.ph Contact Person: Maricel Royo

design studio

MEDIA MANILA STUDIO

adobo t-shirt now available! call +632 8450218, Evelyn

09179006496 WWW. MEDIA MANILA STUDIO .COM

CANNES LIONS 2010

SPECIAL The Philippinesâ&#x20AC;&#x2122; Official Cannes Festival Representative

CANNES LIONS 2010 that, appropriately enough, was shot oldschool—a long tracking shot where almost all effects were done in-camera. In the Outdoor Lions, the prize was awarded to Diesel’s “Stupid” campaign, which heralded the return of the copywriter. The Grand Prix for Good was introduced this year, created for entries traditionally ineligible for Grand Prix in their sections because they were ads for charities and public services. It went to the “Choose a different ending” campaign for the Metropolitan Police in the UK. One agency that could have used a different ending was Ogilvy Mexico. It was on the verge of celebrating its first Grand Prix, when its Scrabble print campaign was disqualified. Apparently, the agency entered the same work in the same category previously—a Cannes Lions no-no. Its happy ending went to AlmapBBDO’s Billboard campaign instead, which cemented the Brazilian agency’s claim to Agency of the Year.

BBDO - Network of the Year

ALMAPBBDO - Agency of the Year

The rankings, reset For the fourth year in a row, BBDO was hailed Network of the Year. Following closely at second was the other usual suspect, DDB. The only surprise was the third most awarded network in Cannes, Y&R, which had not held this many metals perhaps since the last century. As new categories were added, more special awards were presented, to distinguish one specialty from another. However, the Media Agency of the Year is Leo Burnett Sydney, a creative agency. Likewise, the Direct Agency of the Year, AMV BBDO, is not a direct marketing specialist. Intent gave way to irony. The regions of North and South America, with Europe, reclaimed their old roost atop the metal counts. After two strong years, Asia made a hasty, bewildered retreat. That's entertainment Ultimately, the Cannes Lions is about looking forward and outward, and the seminars and workshops gave that in spades.

A Return to Business as Usual

here was a new mood at this year’s Cannes International Advertising Festival. With the pall of economic uncertainty lifted, the Festival spirit felt less intense and less resolute. Delegates allowed themselves the distraction of beach football, an evening with a flash mob, or the chance to gawk at Hollywood celebrities. Even the Grand Prix winners seemed more lightweight this year, nothing as earnest and noble as the Obama campaign and Tap Project from years before. Make no mistake, Cannes Lions International Advertising Festival is still the

july-august '10

world’s biggest celebration of creativity in communications. Having glimpsed the light at the end of the tunnel, the delegates returned by the thousands—over 8,000 by Festival Chairman Terry Savage’s count. The number of entries returned to pre-recession levels, too. This year, 24,242 total entries poured in—the 4th highest number in the history of Cannes. New idea from old brands At the awards ceremonies, it felt like old times. Gatorade won two Grands Prix, in the PR Lions and the Promo & Activation Lions, for “Replay,” a campaign that gave two rival football teams a rematch, 14 years later. The Film Grand Prix went to Old Spice “The Man Your Man Could Smell Like”, a refreshing spot for an old brand

Network of the Year 1. BBDO 2. DDB 3. Y&R Agency of the Year ALMAPBBDO São Paulo, Brazil Interactive Agency of the Year CRISPIN PORTER + BOGUSKY Boulder, USA Independent Agency of the Year JUNG VON MATT Hamburg, Germany Direct Agency of the Year ABBOTT MEAD VICKERS BBDO London, UK Media Agency of the Year LEO BURNETT SYDNEY Australia Advertiser of the Year UNILEVER Media Person of the Year FACEBOOK’s Mark Zuckerberg

The Philippines’ Official Cannes Festival Representative

Delegates trooped to the Palais du Festivals to listen to the giants: JWT’s Bob Jeffrey, Fernando Vega Olmos and Guy Murphy who discussed pioneering initiatives within the industry, as well as Ogilvy’s Vice Chairman Rory Sutherland who introduced three of the most persuasive salespeople from their World’s Greatest Salesperson competition, with the audience deciding the winner via real-time voting. There was an even stronger push for Digital media this year. Electronic Arts examined interactive entertainment as a game-changing medium. Microsoft Advertising brought Facebook’s founder Mark Zuckerberg, who neatly dodged the issue of privacy in social media. HP’s panel of creative leaders—Marcello Serpa, partner and chief creative officer of AlmapBBDO and Erik Vervroegen, creative director of Goodby, Silverstein & Partners—shared their insights, experiences, and vision of the digital revolution and the physical impact it has on lives.

Crispin Porter + Bogusky Interactive Agency of the Year

Leo Burnett Sydney Media Agency of the Year

Jung Von Matt Independent Agency of the Year

As mass transitions into new media, the lines between Cannes’ two festivals—the film and the advertising—blurred even more. Admen professed their love for film, and it showed in the organizers’ and sponsors’ choices. "Mad Men" creator Jon Kamen led the first Film Craft Lions jury. Yahoo! Chief Marketing Officer Elisa Steele brought together comedic relief and creative genius with Hollywood actor-director-producer Ben Stiller and advertising legend Jeff Goodby. MOFILM’s seminar featured Oscar winning "Avatar" producer Jon Landau, and even the normally stodgy Kraft Foods had Spike Jonze. And Cannes is not likely to forget the oddest pairing of advertising and show business ever: Grey Group’s Tim Mellors and multimedia artist Yoko Ono. The last bandwagon Running through the list of seminars and workshops made one more trend apparent: the presence of clients. Advertisers have always attended the festival, but now they came in force—Uniqlo, Kraft, Microsoft, Coca-cola, McDonald’s, Smirnoff and Intel. Unilever was there, of course, to receive its Advertiser of the Year award. Not to be outdone, Procter & Gamble came down as well, led by Chairman (and former P&G Philippines chief) Bob McDonald. Capitalizing on this emergent market, Cannes Lions organizers added a new competition to the Young Lions, the Young Marketers, open only to advertisers. With a return to business as usual, the Cannes Lions can finally return to the quest for ideas and trends that are far from usual. We can only hope to see more creativity, more collaboration, and more surprises in 2011. See you next year!

Well, at least they won this football cup: Team Netherlands

CANNES LIONS 2010

Asia Fail? Not quite

Outdoor Grand Prix

Akira Kagami receives the Design Gold Lion for Oneder

fter winning four Grands Prix in 2008 and three in 2009, Asia had no Grands Prix to bring home this year. Of course, Japan and India continued to win most of the metals, with the former faring much better than the latter. From 32 metals and two Grands Prix , Japan was only down to 31, unlike India which fell eight short of its record of 25. But in the long shadow of Asia’s disappointment, there were many interesting developments. Some might even call them victories, albeit modest ones. For example, last year’s dark horse, Hong Kong, did well despite failing to get its second Grand Prix. The territory improved its metal count by two and flexed its muscles by winning two Golds, in Direct (courtesy of Leo Burnett) and in Outdoor (Grey). From a single Bronze last year, Indonesia stepped up by winning another Bronze Lion, two Silver Lions and its first Gold Lion (Y&R Jakarta). Two countries that had seen better days, Singapore and Thailand, did okay, too. Singapore won two Golds (Leo Burnett) in the Film Craft Lions, while Thailand came close to matching its record of 12 metals in

Last year’s dark horse, Hong Kong, did well despite failing to get its second Grand Prix. Korea won only two Lions as well, but its Young Lions team won the Gold medal in Film—the first Asian young creatives to rule the shootout. Finally, Chinese Taipei is more than happy to bring up the rear, because at long last, it now has a Lion. Another interesting sidelight was that many of Asia’s metals were won by independent agencies. True, Leo Burnett/Arc Worldwide, Dentsu, DDB and a few more MNCs picked more than a third of Asia’s Lions, but independents Hakuhodo, Taproot, and Projector Tokyo contributed significantly to the total of 94. They, along with Chiel, Senseteam, IMG SRC, Creativeland and others, can only get bigger and better in the coming years. So in time, Asia may look back on 2010 not as a year that its stars failed, but the year that the New Order got its first taste of success.

GOLD

SILVER

BRONZE

Japan

TOTAL METALS 29

India

Singapore

Hong Kong

Thailand

China

Indonesia

The Philippnes

Korea

Malaysia

COUNTRY

Creative Juice's "Tamiya Business Card"

2005. This year, its lone Gold Lion, in the Design Lions, came from Creative Juice/G1. Likewise, the Philippines seemed to get its groove back, with two Silvers and two Bronzes. Compared to 2009, both China and Malaysia fell off their mark this year. However China did bring home its second Gold (DDB Shanghai); this time, from the Design Lions. Meanwhile Malaysia, which produced the world’s most awarded print ad in 2009, failed to pick up more than two metals, but it took comfort in knowing that the work of its most famous daughter, the late Yasmin Ahmad, won Singapore its Gold for Direction.

Chinese Taipei TOTAL

The Philippinesâ&#x20AC;&#x2122; Official Cannes Festival Representative

Piyush Pandey doing his morning routine Tae Youl Park with Tony Yi

Ogilv y Asia's creative team The late Yasmin Ahmad's award-winning film

Outdoor Jury President Tay Guan Hin

Young Lion Film winners from Korea A black and white poster of Neil French and Prasoon Joshi

BBDO's Chris Thomas with adobo's Angel Guerrero Thirasak Tanapatanakul with Eugene Chong

Sheungyan Lo with Ramsey

CANNES LIONS 2010

The Philippines

Down and up again

or the Philippines, competing in Cannes Lions is a lot like DM9 JaymeSyfu’s rollercoaster poster. Sometimes, the metals are up; sometimes, down. This year, they are way up, with two Silvers and one Bronze in the Outdoor Lions and one more Bronze in the Radio Lions. The first Silver Lion went to DM9 JaymeSyfu for the whimsical Mini Cooper “Rollercoaster” poster. The head of the Outdoor Lions jury, JWT Asia Pacific’s Regional ECD Tay Guan Hin said that the execution was “spot on, and everyone loved it. I didn’t even know it was from the Philippines. It caught me completely by surprise.” Tay also applauded the creativity of the Philippine admen. Praising the other Silver Lion winner, Ace Saatchi & Saatchi’s “Nature Products” campaign for North Face, he added that British judge John Williams “thought it was absolutely brilliant. It was inexpensive, so right on strategy, so right for the brand, so well done.” The jury’s feedback was proverbial music to the winning agencies’ ears. Ace Saatchi & Saatchi ECD Andrew Petch remarked, “It’s nice to come away with another Silver after Clio

july-august '10

Angel Guerrero with the Philippine delegates: Carlo Ventosa, Margot Torres, John Rojo, Pepito Olarte, Niño Gupana, JP Cuison, Dave Buenviaje,Mei Marasigan, Raoul Panes and David Guerrero

were shortlisted. The other eight that made the [for another campaign, "Our Ride" for Vespa cut were: Gabriela “Bruise” promo, Gabriela scooters]...Winning the Clio was great, but “Bruise”, “Summer Collection” and “Rainy Cannes is really the most important one.” Season Collection” posters, Pond’s “Siren” Of the country’s two billboard, MotoItalia Philippines “Hear” radio, Bronze Lions, one was Toyota Philippines “Traffic Light” poster and won by BBDO Guerrero/ ChildHope “Lottery” TVC. Proximity Philippines for On top of these wins, the Philippines also its FEDEX “Mud” billwon the Silver medal in the Young Marketers board. The second was competition. awarded in the Radio The country’s last banner year was 2007, Lions category, to JWT when it won its first Gold, a Silver, a Bronze, and Manila’s campaign for the Silver medal in the Young Lions competition. the Kythe Foundation. Speaking at What of 2011? Downward spiral or loop Written by art direcCannes: BBDO's the loop, it probably doesn’t matter, so long as tor Katrina Encanto, the David Guerrero it leads back up to more Bronzes, Silvers and Kythe ads “Jen Jen” and hopefully, more Golds. “Jun Jun” juxtaposed a young cancer patient’s outlook on life with a life-weary adult’s. AGENCY SILVER BRONZE SHORTLIST Her ECD Dave Ferrer had already won the Philippines’ first DM9 JaymeSyfu 1 5 Gold Lion for its radio ads for LoAce Saatchi & Saatchi tus Spa in 2007. However he said, 1 1 “Strangely enough, it’s a very simiBBDO Guerrero / 1 1 lar feeling and totally unexpected. Proximity Phils. We’ve been trying again and again [to win another Lion] so this is JWT Manila 1 great news for us.” The five winning ads were Ogilvy & Mather Phils. 1 among 13 Philippine entries that

The Philippinesâ&#x20AC;&#x2122; Official Cannes Festival Representative

John Rojo with Leo Burnett 's JP Cuison and NiĂąo Gupana

Saatchi's Outdoor Essentials

Team Philippines wearing the Stillerstrong headbands and magnum pouts Radio Jury Raoul Panes poses with his wife Jenny

Mr. and Mrs. Pepito Olarte

Team Bayan points to their feature in the Cannes Daily.

DM9's Rollercoaster

BBDO Guerrero / Proximity Phils' Dale Lopez

Angel outside the Palais

adobo in Cannes!

CANNES LIONS 2010

OUTDOOR SILVER LION Mini Cooper "Rollercoaster" DM9 JaymeSyfu

Philippine winners

Chief Creative Officer: Merlee Jayme / Executive Creative Director: Eugene Demata, Louie Sotto / Art Director: Herbert Hernandez / Copywriter: Louie Sotto Account Manager: Junette Laxamana / Account Supervisor: Ronald Barreiro Producer: Sheila Villanueva, Jess Ramo / Illustrator: Pinoy Reyes, Allan Montayre

OUTDOOR BRONZE LION FedEx "Mud" BBDO Guerrero / Proximity Philippines Chief Creative Officer: David Guerrero / Executive Creative Director: Simon Welsh, Joel Limchoc / Copywriter: Simon Welsh, David Guerrero, Meggy De Guzman / Advertiserâ&#x20AC;&#x2122;s Supervisor: Dean Chau / Account Manager: Kim Ylen Account Supervisor: Lynne Esguerra / Producer: Al Salvador Art Director: Joel Limchoc, Dale Lopez / Photographer: Paolo Gripo, Marlon Balangon / Final Artist: Manny Vailoces

july-august '10

The Philippines’ Official Cannes Festival Representative

OUTDOOR SILVER LION North Face "Nature Products" Ace Saatchi & Saatchi Executive Creative Director: Andrew Petch, Raoul Floresca / Creative Director: Trixie Diyco / Copywriter: Paolo Agulto, Maan Agsalud / Art Director: Janette De Veyra / Final Artist: Rod Alonzo, Robert Achas / Print Producers: Rodel Quitain, Dennis Obien / VP, Head of Integration: Tony Sarmiento / Associate Creative Director: Chin Pangan / Animator, Editor: Janette De Veyra

"JEN JEN"

"JUN JUN"

WOMAN [depressed]: I don’t even count the candles anymore. GIRL [cheerful]: I don’t even count the candles anymore.

MAN [resigned]: I woke up today… BOY [incredulous]: I woke up today…

WOMAN: I stopped caring about it. GIRL: I stopped caring about it.

MAN: And I felt split BOY: And I felt just great!

WOMAN: I just can’t believe I’m turning a year older. GIRL: I just can’t believe I’m turning a year older.

MAN: It ’s my birthday again BOY: It ’s my birthday again

WOMAN: I can’t believe it ’s been that many years. GIRL: I can’t believe it ’s been that many years.

MAN: Honestly BOY: Honestly

WOMAN: I can’t believe how long I’ve been doing this. GIRL: I can’t believe how long I’ve been doing this.

MAN: I can’t believe my luck BOY: I can’t believe my luck

WOMAN: I can’t believe things are still the same. GIRL: And I can’t believe things are still the same.

MAN: I don’t know how I lasted another year living like this. BOY: I don’t know how I lasted another year living like this.

WOMAN: Most of all… GIRL: Most of all…

MAN: Looks like I’m gonna be here a while. BOY: Looks like I’m gonna be here a while.

WOMAN: I just can’t believe… GIRL: I just can’t believe…

See life in a whole new way. Celebrate your birthday with a cancer stricken child at a Kythe Foundation Hospital. Visit us at www.kythe. org to set aside your date for them.

WOMAN: I’m still here. GIRL: I’m still here. See life in a whole new way. Celebrate your birthday with a cancer stricken child at a Kythe Foundation Hospital. Visit us at www.kythe. org to set aside your date for them.

RADIO BRONZE LIONS Kythe Foundation "Jen Jen", "Jun Jun" JWT Manila Executive Creative Director: Dave Ferrer / Creative Director: Dave Ferrer, Joe Dy / Copywriter: Joe Dy, Katrina Encanto / Agency Producer: Maika Zialcita Account Supervisor: Golda Roldan / Production Company: Hit Productions / Sound Engineer: Glenn Marian, Philipp Jarilla

CANNES LIONS 2010

PhilippineS IN THE SHORTLIST

OUTDOOR LION SHORTLIST Gabriela "Rainy Season Collection", "Summer Collection" DM9 JaymeSyfu

OUTDOOR LION SHORTLIST Toyota "Traffic Light" Ace Saatchi & Saatchi Executive Creative Director: Andrew Petch / Creative Director: Rex Lopez / Copywriter: Mark Peckson, Andrew Petch Account Manager: Carol Arellano, Norbert Pineda, Raffy Parcon / Art Director: Sarah Chan, Carl Urgino / Head Of Art: Carl Urgino Final Artist: Tony Alunan / Print Producer: Dennis Obien

july-august '10

Chief Creative Officer:Merlee Jayme / Executive Creative Director: Eugene Demata Creative Director:Merlee Jayme, Eugene Demata, Louie Sotto / Copywriter: Louie Sotto / Account Supervisor:Merlee Jayme / Producer: Sheila Villanueva / Art Director: Herbert Hernandez, Allan Montayre / Illustrator: Allan Montayre Photographer: Ruben Dela Cruz

The Philippinesâ&#x20AC;&#x2122; Official Cannes Festival Representative

PROMO & ACTIVATION LION SHORTLIST Gabriela "Bruise" DM9 JaymeSyfu Chief Creative Officer: Merlee Jayme / Executive Creative Director: Eugene Demata / Creative Director: Louie Sotto Associate Creative Director: Herbert Hernandez / Associate Creative Director: Apol Sta. Maria / Copywriter: Katrina Tapang Editor: Ronnie Amador / Producer: Sheila Villanueva, Jess Ramo Photographer: Paolo Gripo (DMV Studios) / Film Documentation: Ruben dela Cruz (Visual Camp) / Film Documentation: DMV Studios / Illustrator: Allan Montayre

Download this radio ad: www.adoboonline.com/cannes

RADIO LION SHORTLIST MotoItalia Philippines "Hear" DM9 JaymeSyfu Chief Creative Officer: Merlee Jayme Executive Creative Director: Eugene Demata Creative Director: Jerry Hizon, Louie Sotto Scriptwriter:Ej Galang, Miko Quiogue, Mark Ibaviosa / Agency Producer: Tanya Blay, Butch Tayao / Account Manager: Junette Laxamana Account Supervisor: Ronald Barreiro Production Company:SOUNDESIGN Makati City, THE PHILIPPINES / Radio station or network this ad first aired on:RX 93.1 july-august '10

CANNES LIONS 2010

PhilippineS IN THE SHORTLIST

FILM LION SHORTLIST "Lottery" BBDO Guerrero / Proximity Philippines Chief Creative Officer: David Guerrero / Executive Creative Director: David Guerrero Joel Limchoc, Simon Welsh / Creative Director: Simon Welsh, Joel Limchoc / Copywriter: Algy Sharman / Art Director: Al Brown / Agency Producer: Jing Abellera / Advertiser’s Supervisor: Teresita Silva / Account Supervisor: Lynne Esguerra / Production Company: POSTMANILA Makati City, THE PHILIPPINES

OUTDOOR LION SHORTLIST Pond's "Siren" Ogilvy & Mather Philippines Creative Director: James Bernardo, Lito Gemora / Copywriter: James Bernardo, Sarah Ko, Mark Ibaviosa Advertiser’s Supervisor: Jacqueline Yuengtian / Account Manager: Aaron Mempin / Account Supervisor: Mona Nazario, Edg Samson / Producer: Wishnie Torres (Ogilvy), Nathaniel Figueroa (Redworks Manila) / Art Director: Lito Gemora, Alnair Langkay, Ria Ocampo / Photographer: Jeanne Young / Cg Artist: Marianne Flor, Eloi Aranzamendez, Gilbert Ibanez (Redworks Manila)

100 july-august '10

CANNES LIONS 2010 In an admirable feat, Team Philippines, composed of Dave Buenviaje and Mary Loise Marasigan of Bayan, won the Silver award for the first-ever Young Marketers Competition at Cannes Lions. Judged by a panel of world-leading creatives, the pair rose to the challenge and churned out a brief that won over the attention of the judges and raised the benchmark for the Philippines in marketing

Philippine YOUNG LIONS brief,” said Marasigan. “So there were no parameters for us, we just wanted to give it our best. We didn’t give up on the concept. We took a step back, we took a step forward—it was like a dance for us. We had to choreograph, it had to have drama, it had to have comedy.” Buenviaje and Marasigan, Brand Managers of Bayan, were chosen as the winning marketing team to represent the Philippines

globally competitive. PANA has always been committed to the development of our marketers,” said a spokesperson for PANA. “More so now, we are inspired to continue the PANA brand camp for our young marketers and win again at Cannes.” Though the team has their eyes on the Gold for next year, they are thrilled with their win. “ We’re very proud of what we did. We’re proud to represent the Philippines. We’re proud to

Dave Buenviaje and Mei Maraasigan are all smiles with Young Marketer winners from Dominican Republic

Team Philippines wins the Silver award in Cannes’ inaugural Young Marketers Competition and reaching high global standards. The idea behind the brief was to use Bayan to encourage people to highlight causes that they felt the new President of the Philippines should pursue. This year the Cannes Lions International Advertising Festival introduced the first Young Lions Marketers Competition that featured young marketing teams, aged 30 years old and under, from 20 countries around the world, to produce the best marketing brief in 24 hours. The jury based their ratings on the clarity of the brief in relation to the team’s level of knowledge about the product or service, the organization and its goals, as well as the goals of the specific campaign. The teams were given five minutes to present their brief and the jury was given five minutes to evaluate and decide. “I think the challenge was clear: give an inspiring

102 july-august '10

at Cannes Lions 2010 during the Philippine Association of National Advertisers’ (PANA) band camp, a twoday seminar and workshop held this past April 28 to May 1 in Tagaytay. They bested 11 teams from ten PANA-member companies belonging to the country ’s top 20 advertisers.

“We’re very proud of what we did. We’re proud to represent the Philippines. “On behalf of the PANA Board, we are very proud of our young marketers team, Dave and Mei (from Bayan). Their Silver award from the 1st Cannes Lions Young Marketers competition is a testament that our industry ’s marketing professionals are

bring home the Silver,” said Buenviaje. In support of PANA in sending the first Philippine Young Lions Marketers to the 57th Cannes Lions International Advertising Festival were the Philippine Daily Inquirer, the Manila Broadcasting Company and Globe Telecom.

YOUNG LIONS GOLD WINNERS FILM COMPETITION KOREA PRINT COMPETITION PERU CYBER COMPETITION BRAZIL MEDIA COMPETITION DENMARK YOUNG MARKETERS DOMINICAN REPUBLIC

For Leo Burnett’s JP Cuison and Niño Gupana, the Philippine representatives for the Young Lions Film Competition, the duo veered away from the daily grind of storyboards and short film exercises and came up with a witty take on adobo magazine’s Cannes Lions coverage. In a series of spoof videos entitled “BADobo LIVE!”, the duo became our unofficial, cheeky reporters at Cannes. Overall, Cuison says, “The Cannes advertising festival is all about pushing the boundaries of taste by letting clients or people know the possibilities on how to communicate. An exploration, a discovery: it’s a festival that extracts the ‘Marmite’ in you.”

The Philippines’ Official Cannes Festival Representative

Virgins at Cannes Margot Torres PANA President & Vice President of Marketing for McDonald’s Philippines As a first timer at the Cannes Lions Advertising Festival, I was amazed by the best creative work from over 50 countries. Though I am fortunate enough at McDonald’s to learn from perspectives of my counterparts in the region and other areas of the world, Cannes Lions really stretched my thinking and challenged my creative standard. The key message at the Cannes was summarized for me by Mark Zuckerberg, the CEO of Facebook: “Help get the world connected by making them share more.” His company’s design philosophy was to design products and marketing around people. Such an idealistic man, yet his vision and philosophy resonated in the best work I saw. As marketers, we should embrace this new communications landscape and think outside the confines of tri-media. Kraft points out that the lines are blurring between advertising, entertainment, short film and long film. We should think brand ideas, not TV spots or advertising campaigns. Google said we should not think offline versus online because everything will be online and that every media is social media. The watch out point though is not to be too enamored with the technology. Jon Landau, producer of Avatar, says, “It’s still about the story and the characters, not technology.” So it still goes back to people. As marketers, we should treat consumers as citizens. We should truly engage. Our brands should converse with them.

John Rojo Auditor, PANA, and Vice President of Corporate Brand and Communications, Bayan Telecommunications I felt like a virgin when I walked into the Debussy Theatre of the Palais Des Festivals during the Cannes Lions Advertising Festival to watch, gawk and grasp every word spoken by Facebook founder Mark Zuckerberg. Here is a guy who at a young age was driven by his passion and vision to build a business of connecting people as “friends” to share ideas, emotions, photos, videos, and just about everything else. I was pleasantly surprised by the interesting mix of speakers and topics in the Festival. The program truly reflected the confluence of advertising and advertising, of PR and media, of activations and digital, and how the blurring of the lines between these disciplines have transformed the art and science of communicating to the consumer today. This was no longer just the Oscars of the advertising industry—it was also the Davos of the marketing and communications community. The roster of winners during the Cannes Lions competition as well as the case studies presented during the festival was consistent with the big idea can come from anywhere theme. Amidst talk of brand integration just the Oscars of advertising industry—it was also the Davos of the marketing and communications community. The roster of winners during the Cannes Lions competition as well as the case studies presented during the festival was consistent with the big idea can come from anywhere It's a pity that while the industry has definitely moved into the direction of integration, the award categories for the Cannes Lions remains trapped in the old defined of film, digital, outdoor, print and so on. At least, Cannes Lions CEP Philip Thomas has pledged introducing a new element in the awards next year, one that the local Araw Awards has already done: weaving effectiveness into great creative ideas. That is definitely not virgin to my ears. july-august '10

103

CANNES LIONS 2010

PRESS GOLD LION Fujifilm "Funeral", "Poker", "Airport" RMG Gurgaon

104 july-august '10

ASIA'S GOLD LION WINNERS

The Philippinesâ&#x20AC;&#x2122; Official Cannes Festival Representative

PRESS GOLD LION Transasia Papers "Kathakali Dancer", "Spiritual Guru", "Royal Rajput" TAPROOT INDIA Mumbai

july-august '10

105

CANNES LIONS 2010

ASIA'S GOLD LION WINNERS

DESIGN GOLD LION Siam Tamiya "Tamiya Business Card" Creative Juice\ Bangkok (TBWA) Bangkok

DESIGN GOLD LION The One Show 2009 Japan Exhibition "The Oneder Brain!!" DENTSU Tokyo DESIGN GOLD LIONS (NOT SHOWN) Publicis Communications "Beer", "Mountain", Sky", Publicis Communications Summer Haiku Reading "Thunder Night Fever!", DENTSU Tokyo

106 july-august '10

The Philippinesâ&#x20AC;&#x2122; Official Cannes Festival Representative

CYBER GOLD LION Uniqlo "Calendar" Projector Tokyo

july-august '10

107

CANNES LIONS 2010

ASIA'S GOLD LION WINNERS

OUTDOOR GOLD LION The Lotus Charity "Umbrella Bags" Grey Hong Kong

OUTDOOR GOLD LION (NOT SHOWN) LG Electronics "Romance Novel", "Mystery Novel", "Management Book", "Chick Lit" Y&R Jakarta

DIRECT GOLD LION Zoo Records "Hidden Sound Campaign" Leo Burnett Hong Kong

DIRECT GOLD LION (NOT SHOWN) K's Japan "Smash", HAKUHODO Japan

108 july-august '10

The Philippinesâ&#x20AC;&#x2122; Official Cannes Festival Representative Delegates fill the Debussy Theatre

Media Grand Prix winners

Design Grand Prix winners

Team Netherlands wins the Cannes beach football competition

Cyber Grand Prix winners

As expected, iPads were all over.

Press Grand Prix winners

Witnesses of Paul Arden's second coming.

CANNES LIONS 2010

GRAND PRIX WINNERS

TITANIUM GRAND PRIX Best Buy "Twelpforce" Crispin Porter + Bogusky, Boulder USA The back-to-school season is a nutty time for any retailer, but especially for Best Buy. Because people are looking for complicated items like computers, and they need a little education on what ’s right for them. Problem is, Best Buy can’t help those who don’t walk through their doors. To extend the knowledge of their expert Geeks and Blue Shirts beyond their walls and into the digital space, Best Buy created the Twelpforce, a digitized army of Best Buy employees available 24/7 on Twitter. And not to push products — but to provide twelp. A new term for technical help in tweet form. Anyone with a question could shoot a tweet to @twelpforce, at any time. And over 2,000 expert Blue Shirts would race to give the fastest, bestest answers. Plus, the collective power of Twelpforce would scan the twitter-world for tech-issue tweets and quickly lend a hand, without anyone asking.

110 july-august '10

The Philippines’ Official Cannes Festival Representative

INTEGRATED GRAND PRIX Nike Livestrong Foundation "Livestrong" Wieden+Kennedy, Portland USA Lance Armstrong returned to cycling for one reason: to raise awareness about cancer. For Lance, it wasn’t just about winning the Tour. It ’s about getting others to take action. Cancer affects us all. It ’s about finding your bike, whatever that may be. It ’s about competing in your own personal Tour de France. It ’s about you. 'It ’s About You' was the theme of our campaign, and a call to action that tied together many different pieces. We created an inspirational film series, a Lance Armstrong 'Just Do It' commercial, bold print and OOH , as well as a new medium: The Chalkbot. The Chalkbot allowed the world to see their words of memoriam, hope and courage chalked onto the roads of the Tour de France. The campaign is about hope, strength and It's About You.

july-august '10

111

CANNES LIONS 2010

FILM GRAND PRIX Old Spice "The Man Your Man Could Smell Like" Wieden+Kennedy, Portland USA This TV commercial was created to appeal to men as well as women, showing them both how great a man can smell when they use Old Spice Body Wash.

112 july-august '10

GRAND PRIX WINNERS

The Philippines’ Official Cannes Festival Representative

PRESS GRAND PRIX Billboard "Bono", "Amy", "Eminem", "Marilyn", "Britney" ALMAPBBDO, São Paolo BRAZIL

july-august '10

113

CANNES LIONS 2010

GRAND PRIX WINNERS

OUTDOOR GRAND PRIX Diesel "Smart May Have The Brains", "Smart Critiques", "Smart Had One Good Idea" ANOMALY, New York USA

114 july-august '10

The Philippinesâ&#x20AC;&#x2122; Official Cannes Festival Representative

OUTDOOR GRAND PRIX Cerveza Andes Beer "Andes Teletransporter" Del Campo/Nazca Saatchi & Saatchi, Buenos Aires ARGENTINA THE SITUATION: Men love going to bars to drink beer with friends. THE PROBLEM: Girlfriends. They hate it when men go to bars to drink beer with friends. THE SOLUTION: ANDES TELETRANSPORTER. Soundproof booths placed in the main bars of Mendoza, Argentina. These booths have a sound panel that recreates different environments to get men out of the bar without leaving it. THE RESULT: More happy men at bars, less broken up couples.

july-august '10

115

CANNES LIONS 2010

GRAND PRIX WINNERS

CYBER GRAND PRIX Volkswagen "The Fun Theory" DDB, Stockholm SWEDEN Volkswagen asked us to create a campaign that would generate interest around BlueMotion Technologies. A series of cars and innovations that help reduce environmental impact without compromising on performance or the joy of driving. Our insight was that V W made it easier to choose an eco car by making them more fun to drive. Our solution was a theory, focusing on the thinking behind the cars; that the easiest way to change human behaviour for the better is by making it fun to do.

CYBER GRAND PRIX Nike Livestrong Foundation "Chalkbot" Wieden+Kennedy, Portland USA Chalking the roads is a Tour de France tradition. Spectators write messages of encouragement to their favorite riders. The Nike Chalkbot was a way to take this positive message even further. It brought the roads of France to everyone. By sending a message to the Chalkbot through SMS, web banners, Twitter or WearYellow.com, people around the world were able to make their mark in yellow. Over the course of a month, the Chalkbot gained over 4,000 followers on Twitter, received over 36,000 messages and printed thousands of them over 13 stages of the Tour de France.

116 july-august '10

The Philippines’ Official Cannes Festival Representative

IQ Font abc123 DESIGN GRAND PRIX Toyota "IQ Font" Happiness, Brussels BELGIUM Toyota launches the new iQ, a compact car that combines sleek design and cutting edge technology. Our briefing was to communicate the unique agility and perfect control of the iQ in a relevant way to a target group of 18-35 year-old urban people. We want to reach the communities that fit the iQ’s core values: design, technology and automotive. We need a concept that can merge these three strong online communities. To demonstrate its incredible agility, the new Toyota iQ is the first car in the world ever to create an entire font from A to Z.

FILM CRAFT GRAND PRIX Philips "The Gift" RSA FILMS, London UNITED KINGDOM In this sci-fi thriller, we are introduced to a dystopian future. It ’s a winter’s day in Moscow, but the familiar landscape is not all it seems. The traditional backdrop is balanced by the technological hints to the future on show. An experienced KGB Agent is on his way to deliver a special gift. Expressionless and giving the aura of emptiness the lone man makes his way across the city. As the secret of the gift is unveiled to the receiver, the desire for the object becomes evident. The agent must have it. Even at the cost of a man’s life. A high octane chase through Moscow ensues as the dead man’s robotic butler tries to rescue the precious gift.

july-august '10

117

CANNES LIONS 2010

GRAND PRIX WINNERS

MEDIA GRAND PRIX Canon "EOS Photochains" Leo Burnett, Sydney AUSTRALIA Photochains was created by integrating advertising, live social media network and photographers as one: Our first step was to create a photochain, which we showcased in national television, print and online advertising. This directed people to the photochains website, where they could upload photos to continue the chain we had started. Once online, people could also start their own photochains, or join those created by others. People soon became the medium for the campaign, inviting friends, family and colleagues to join their photochains. As the photochains network grew, we ran real photochains and the photographers who had created them, in our national advertising. This constantly showcased the live network of photochains, integrating the growing community with the advertising itself, as a way to constantly attract a growing audience. Photochains is now growing as its own social media platform, which continues to grow with every photo.

DIRECT GRAND PRIX Orcon Broadband "Orcon + Iggy Pop" SPECIAL GROUP, Auckland NEW ZEALAND We created a world-first event, a chance to re-record 'The Passenger', live online, with Iggy Pop. Our direct response objective was two-fold: Attract a large enough pool of talented auditions to ensure we could select our virtual band. Maximise the country’s engagement with the auditioning process. The call for auditions went out first to Orcon’s customer base, to its Facebook friends, and via online advertising. This was then extended by 15” TVCs and street posters calling for people to Play live with Iggy Pop. Entrants then uploaded auditions directly to a specially built Facebook application, where they could be browsed.

118 july-august '10

The Philippines’ Official Cannes Festival Representative

PR GRAND PRIX PROMO & ACTIVATION GRAND PRIX Gatorade "Replay" TBWA\Chiat\Day, Los Angeles USA INSIGHT: No matter how great they are or how many championships they’ve won, every athlete has one game or moment they wish they could change the outcome of. But in sport, there are no second chances. We wondered, what if we could break this rule of sport. What if we used Gatorade to fuel second chances? EXECUTION: Gatorade brought back the original players (now in their mid 30s) from two 1993 high school football teams to replay their rivalry game that ended in a 7-7 tie. We created a five part online documentary series following the players’ journey.

GRAND PRIX FOR GOOD The Metropolitan Police "Choose A Different Ending" Abbot Mead Vickers BBDO, London UNITED KINGDOM

july-august '10

119

CANNES LIONS 2010

THE CANNES JURY SPEAKS Titanium & Integrated Rob Reilly Crispin, Porter + Bogusky, USA

Bob Greenberg

Twelpforce

R/GA, USA Jury President Best Buy "Twelpforce" It ’s a really big idea that can move the industry forward with how we tie into physical space, retail, channels, associates and service. Nike "Livestrong" We saw brilliant work in every aspect of the campaign— print, broadband, an event and specifically Chalkbot, that in itself showed true innovation in numerous channels. The execution was flawless in every way shape and form and we voted unanimously.

Rei Inamoto AKQA, USA

Livestrong

It’s been a privilege and an honor to be jury president of Outdoor Lions. We had a fantastic jury, 13 of us, which is small and selfcontained so everybody bonded very, very well. This year, it was a big show, but there are two mini shows, so two Grand Prixs were given for Outdoor. One for billboard and posters; the other one for ambient. I’ll start with Diesel. Obviously, every year, the jury members are pressured to award the smartest work. This year, we awarded the stupidest work, based on the great campaign idea, “Be stupid.” It’s fresh; it’s bold; it’s controversial. People are talking about it. It’s a global [campaign] and even in conservative Singapore, people have seen it. The second one was for the biggest beer in Argentina, an installation piece called the TeleTransporter. Men always love to spend more time in the pub, and this uses sound design and ambient noises president so men could lie to

Tay Guan Hin Outdoor Lions jury JWT Asia Pacific

120 july-august '10

Nike "Livestrong" We have to look at [Lance Armstrong’s return to the sport] as part of the advertising. That ’s where integration is going. It ’s not just another T V spot. His coming back was a calculated move to start this campaign. To me, that ’s the most important part. Chalkbot is an incredible tool, but the decision to come back in the first place, as a marketing idea, is brilliant.

their girlfriends about where they actually are. It’s a brilliant insight that reaches to the beer-drinking audience and at the same time, innovative and smart. Virally, it spread like wildfire. Philippines, well, you guys did an amazing job with two Silvers and one Bronze. I’d like to talk about The North Face first. John Williams, one of the judges from London, thought it was absolutely brilliant. It was inexpensive; it was right on strategy, right on brand.

Best Buy "Twelpforce" The phrase that came up with this piece was that it was a business-changing idea…Not only is it gamechanging, but it changes the business of the client. [Also] one of the things I think about a lot when we do our work is that it should be useful, usable and delightful. This piece hit all those points, especially the last—it put delight back into customer service.

“Well done!” to the guys who did this. With the Mini “Rollercoaster” as a concept, we’ve all seen it before, but the execution was spot on the nuances, with the roads and everything. This was one of the few art direction pieces coming from Philippines. It caught me by surprise. And for the Bronze winner for FedEx, it’s well deserved. The judges were very very impressed. It’s for a big brand so good job!

Outdoor Essentials

Diesel

Rollercoaster Teletransporter

The Philippines’ Official Cannes Festival Representative

Billboard Campaign Press Grand Prix this year went to Billboard from Latin America, from AlmapBBDO Brazil, and the reason it went to that campaign was very simple. It was the perfect merge between art direction and writing. It captured the essence of the brand in a fresh new way. It grabbed you visually by the eyeball and drew you into the communication and rewarded you accordingly. The content was exquisite, fully provoking and captured the brand and voice of the brand in a new way. This work leapt off the page. It drew you; it seduced you into it, and it gave you such rewards. It was immaculate in its art direction. Brazilian advertising agencies is renowed to produce world class print, and I think the quality of the print was second to none. The quality of the art direction, the detailing, the craft of putting a brilliant print as was exemplary. I think it was a unanimous choice with the jury. It was love from the very first second, as we walked around the rooms looking at tables and tables and tables of work. We kept coming back to that campaign because it was the most interesting, it was the most provoking and I think it was the best example for the power of print in today’s world.

Billboard campaign

Beautiful print still has an incredible quality. At the end of the day, your job is to get the work and get the brand in front of people. But the best print in the world always gets read, and this got read. Old Spice The Grand Prix is for the perfect commercial, and the reason the jury gave Old Spice the Grand Prix was the brilliance of this idea. It ignites the brand; it turned an old brand into a new brand. It wove its way to popular culture. The expressions throughout the commercial have

Mark Tutssel

Film & Print Lions jury president Leo Burnett, Global

"The Man Your Man Could Smell Like"

become part of vernacular on a global level. It dramatized the essence of the brand in a new way and more importantly, it captured the imagination of the planet. It has that special quality…to be work that inspires, that really takes in the industry forward. Not only was it brilliant in its idea, immaculate in its execution, it did a remarkable brand building job for a client. Its wonderful to see Procter and Gamble winning for really imaginative, innovative, fresh, category-defining work. If you look at that category, it broke out of the cliché. It engaged; it inspired; it rewarded, and it has the hallmark, I think, of great commercials. It’s a wildfire brand—a contagious, infectious brand idea, but you can watch it again and again and again and again. Each time, you are rewarded for the time you spend with that communication. This year, there were 14 golds that were unanimous. Very rarely do you see that consensus with a big jury from all parts of the world. Film is alive and kicking. I think our appetite for brilliant film has never been greater. The power of creativity to transform human behaviour, the power of creativity to change the way people think and feel has never been greater. And I think [Old Spice] is one of those examples of that brilliant power.

Chloe Gottlieb Cyber Lions juror R/GA, USA

[From June 19 to 24, @chloalo, a.k.a. juror Chloe Gottlieb, posted many tweets from the jury room. Here is a selection.] Perhaps to make up for smaller budgets in 2009, seeing ideas involving massive physical scale—giant signs, huge QR codes. Nice use of real-time weather data in online media category, but should we really be driving that convertible in a hurricane? Augmented Reality evolves from gimmicky-to-useful with mobile apps that harness GPS + streaming data to enhance locations. Strong concepts + design + technology within mobile advertising category signal a wave of great work to come. Social media feeling like yesterday ’s news compared with fresh innovation in mobile advertising category. Mobile is the new Social. Mobile constraints set the stage for great creative: idea has to be simple, relevant to context + solve a need in the moment. Inspired by creatives pushing Facebook Connect to go beyond fun photo montages and inviting friends to share website experiences. Digital work being turned inside-out. Social becomes mobile. Mobile becomes social. Brand becomes You. You become the Brand #cyberjury awards two grand prix to Nike “Chalkbot ” and Volkswagen “Fun Theory ”. july-august '10

121

CANNES LIONS 2010

THE CANNES JURY SPEAKS Mun Tuck Wai Design Lions juror BBDO Proximity, Malaysia

I had a lot of fun judging this year. There were a lot of people, people from Art+Com who won Black Pencil last year for BMW, so we have a lot of people with very pure design disciplines. But at the end of the day, everyone is looking for the same thing: great idea plus beauty in design. I’m going to talk about two pieces of the work that has the best of both worlds. The first one is the Grand Prix winner, Toyota IQ Font. The font they created is beautiful, no doubt. It looks beautiful, and at the same time

it’s a breakthrough because of the way it was done. People design fonts by computer, but now you have cars to design fonts for you. At the same time, you see the agility of the car, how flexible it is. This is like best of both worlds. It’s beautiful, and it’s linked to the product. The second, which is one of my favorites, is the Mars Chocolate Bar. What these guys did was to take out all the letters in the Mars Bar [wrapper], and they had a promotion where you could buy

and give it to your friends and anyone you love. It comes with all the letters that looks like the Mars Bar letters, and you can actually put any message you like on it. This is a very, very daring client who is so confident that you don’t even need to put the letters [of the brand name]. Anyone can choose his message in there, yet it’s still so identified that it’s from Mars. It’s beautiful; the idea is great and the interactivity is great and no matter what message you put there, it still looks like the Mars Bar. It’s beautiful.

Toyota "IQ Font "

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !?@#() +=

Mars Chocolate Bar

have never listened to so many radio ads in my life! But it was all worth it after we had sifted through the mass. We were unanimous on the Red Cross campaign by Leo Burnett Colombia as being the best of the best. Unfortunately, we couldn’t award the Grand Prix to a public service campaign. I was particularly impressed with the scriptwriting of "Diorama of the Universe"; it ’s an endless task but no worries because he has a lifetime warranty. The Dos Equis spot was a favorite [of many jurors], and then there’s the “Founds” warfare spot. It ’s classic radio —people voices making sound effects simulating warfare of stain. Those were essentially the top favorites. From the Philippines, three of them made it into the shortlist. Although there were three of them, one fell out and understandably. The kids in the two spots that got the Bronze were more charming, more innocent. Unanimously, the jurors were touched by cancer stricken children, looking at life differently. We had jury members who were touched in the sense that they were parents themselves. It made them think about their lives at the same time. Very good effort from JWT. I wish we [the Philippines] could have done better, but if you listen to the competition, I think we did well. We got the Bronze.

122 july-august '10

Raoul Panes Radio Lions juror Leo Burnett, Philippines

The Philippines’ Official Cannes Festival Representative

Tina Manikas

Paul Taaffe

PR Lions jury president Hill & Knowlton, Global

Gatorade "Replay"

It was a pretty slamdunk decision by the jury; [Grand Prix] was “Replay” by Gatorade which was, for those outside of the United States, a replay of a high school football match 15 years later. Gatorade got the two teams together to play the whole match again. They got 10,000 people to come out and watch. It was broadcast virally; it was turned into a documentary; it was broadcast on Thanksgiving Day which is the time when Americans play football. It went viral, and it really captured the imagination of an awful lot of people and made Gatorade relevant to, not just the sports people, but people who were once sports people—which is most people in America. [The jury] thought it was creating a large conversation. It wasn’t contrived or gimmicky…The more real the proposition, the more fundamental and authentic the conversation, the more impressed the jury members. And I think that is always the criteria for everything that moves through to Gold.

Promo & Activation Lions jury president DraftFCB, USA

Ironically, [Gatorade for “Replay ”] was definitely a unanimous decision [for Grand Prix]. Basically, it was incredible in three of four areas. One was just from an insight standpoint, to really get hooked into that idea that people, when they are getting older, really remember those moments in their life—especially when they can have a do-over. For a brand to become a catalyst for that, [it] allows that brand to go back to its grass roots. The second was, we thought the idea was really different. I mean, getting two high school teams together, finding all the coaches, finding those players to replay the game and then creating this mass, this craze for people to want the tickets for the game. They sold out 10,000 tickets in, I forgot how many minutes; the tickets were going on eBay. Then creating the social media, even though that was a regional program, [that] spread nationally, that was cool. The third is you can see that the brand can take that idea, apply it to any sport, apply it to any country. That is what we’re looking for, the thing that pushes it, that ’s different, not been done before. For me, I think it ’s just inspiration, plain and simple. You’re amazed; you know there is nothing new under the sun, but there is always a way to be authentic. That is what this campaign did, to be really authentic. july-august '10

123

CANNES LIONS 2010

THE CANNES SEMINARS

Film Director/Producer John Landau on 3D as the Future of Advertising As much as good advertising has reached great heights, the film industry runs at par with digital advertisements that MOFILM has been supporting through the years. Its main platform of mobile advertisements allows aspiring filmmakers to make ads for leading brands such as AT&T, Coca Cola, HP, Nokia, McDonald’s and Samsung, to name a few. Jon Landau, the in-your-face, Oscar-winning producer of “Titanic” and “Avatar”, regales the audience with the future of 3D technology in the MOFILM seminar “From Video Contests To Avatar— Harnessing the Power Of Creativity.” From true stories to stories that are too good to be true John Landau (but are, in an alternate universe), he emphasizes that in any film, “It ’s still about the story and the characters, not technology.” In an interview with a Cannes correspondent, Landau says, “I think that ’s important for a product to use advertising to enhance the world and the stories we’re telling.” The future is about adaptation so get ready to put on your 3D spectacles, which can mean either two things: you’re in for another 3D experience, or well, a spectacle. Imagine a product floating right in front of you, seeming real enough to grab. According to Landau, the future demands that we “look to embrace all mediums.”

There's something about Ben Stiller by Merlee Cruz-Jayme It took me sitting through two talks to get a good seat for “Laugh, Connect and Debate” with funnyman Ben Stiller. Good thing the two talks prior to Stiller’s were interesting enough to miss bathroom breaks. Organizers had repeatedly warned everyone: when one leaves the Debussy theater, another takes your seat. Yahoo!’s Chief Marketing Officer Elisa Steele shared the

[Stiller] referred to digital as “opportunities for people with no money to put their work out there and get instant feedback.”

stage with Ben Stiller and Jeff Goodby, the co-chairman and creative director of Goodby Silverstein & Partners. At first I thought Stiller was miscast. He kept the audience entertained with humorous quips, but had difficulty understanding the questions hurled at him. Then he answered Steele’s question about the value of digital platforms in creative industries such as moviemaking, and as a producer himself, the star referred to digital as

Merlee Cruz-Jayme is the chief creative officer and managing partner of DM9 JaymeSyfu.

“opportunities for people with no money to put their work out there and get instant feedback.” For him, good old storytelling via film certainly needed more time in developing a beginning and an end and establishing an emotional experience. However, shorter digital forms of storytelling were just as entertaining and offered possibilities including raising funds for causes. Stiller cited two projects that did exactly that. First, he partnered with Yahoo! and produced short digital films for his parents— both comedians and definitely not from this digital age. The actor also had several projects for his charity STILLERSTRONG. Proudly, he shared that this was a ripoff of Lance Armstrong’s LIVESTRONG campaign. “Our motto is to steal great ideas for charities,” he said. Overall, Jeff Goodby might have been a better fit when talking about digital creativity, but as a fan of Gaylord Focker, hearing Stiller speak made my afternoon worthwhile.

The Philippines’ Official Cannes Festival Representative Tim Mellors and Yoko Ono

Mark Zuckerberg

on the future of Facebook With queues for his seminar snaking outside the Palais, Facebook Founder and CEO Mark Zuckerberg was one of Cannes Lions’ top draws. Zuckerberg revealed to the packed Debussy Theater audience that it would take the social networking site a few years to reach a billion users. The site’s focus is to catch up with the competition in China, Japan, South Korea and Russia, the four countries where Facebook is not the leading social network. Zuckerberg noted that the site usage is similar globally, though the advertising and applications are more varied per country. The 26-year-old entrepreneur steered clear of figures and particular

Yoko Ono and the art of dodging description A barefoot woman and a man wearing his socks talk about audacity and cleansing—it was certainly a break from the typical Cannes session. The Grey Group’s fourth annual Music Seminar brought together multimedia artist Yoko Ono with Grey Worldwide’s Chief Creative Officer Tim Mellors in speech acts vaguely resembling conversation. Ono, who became world-famous after her marriage to John Lennon, has made conceptual art, albums and films through the decades. Wearing dark glasses and considerable cleavage for a 77-year-old, she did not discuss her life, the music scene and most especially its impact on brands, as Grey advertised. Instead, she talked about random topics and stayed enigmatic and incomprehensible. She rambled about audacity, cleansing and women, occasionally sounding like a book of Eastern philosophy. She crawled on the floor, sang, danced, recited poetry, and pulled Mellors under a white sheet. “If people don’t understand certain things about me, it’s their loss, not mine.” Every word Ono said may have been debatable, but you just have to give it (and peace) a chance.

Mellors gets pulled under a white sheet

Facebook Founder and CEO Mark Zuckerburg

growth forecasts, and was careful with his words when discussing privacy issues and the company ’s response to user concerns. He did give examples of campaigns that launched on the site, such as Nike and Toy Story 3. Casual and sure of himself, Zuckerberg only appeared vulnerable once —when he said that running Facebook will not be so different when it goes public, a statement that drew laughter from the crowd. One wonders if the film “The Social Network” based on the novel The Accidental Billionaires by Ben Mezrich will tell us more about this tight-lipped young man when it premieres in the U.S. in October.

CANNES LIONS 2010

Are The Golden Days of British Advertising a Thing of the Past? On June 21, BBDO Guerrero/Proximity Philippines’ Chief Creative Officer and Chairman, and BBDO Asia Pacific Council Head David Guerrero joined a panel discussing if the UK’s advertising heyday in the 70s still had an impact nearly more than 30 years later. Moderated by Caroline Marshall, editor of Haymarket Brand Media, the panel also included Mark Denton, creative director and commercials director of Coy! Communications; William Eccleshare, president and CEO of Clear Channel International; Adam Keane, joint ECD of Publicis London; and Piyush Pandey, executive chairman and creative director for South Asia, and a member of Ogilv y & Mather’s India Board, Mumbai. The session, entitled “Campaign Lessons From When Soho’s Mad Men Ruled The

Projector 's Koichiro Tanaka

"The great British pioneers in the 70s set high standards and provided a creative model for other global leaders to follow, opening up a new era of global leadership in advertising."

R/GA

on The Future of Agencies

by Carlo Martin Ventosa

World”, tackled the rise of London as the world center for great advertising. In the 60s, many creatives agreed that the U.K. had a lot to learn about advertising from the U.S., but during the 70s the tables turned. The best agencies in the U.K. were churning out amazing work for Hovis, Birds Eye, Parker Pens, Fiat and Heineken. The pendulum swung in the 90s, as more ad agencies and networks from around the world emerged as powerful competitors. Panel members debated if British admen still had that spark. “The conclusion was that the heads of agencies were more passionate about work then than now,” said Guerrero. “And at the same time, there was a lot of money wasted so that ’s why the system changed and why it has demanded more accountability. As a consequence perhaps there isn’t quite the same spark that there used to be.” The spark hasn’t waned for the Asia Pacific region though, according to Guerrero. The great British pioneers in the 70s set high standards and provided a creative model for other global leaders to follow, opening up a new era of global leadership in advertising, particularly “Australia, New Zealand, Japan and also the U.S.”

Being in Cannes as a lone Filipino delegate from a media agency, I wanted to soak inspiration and learning to share with my team back home. This was something that Starcom Philippines did regularly—preparing for the future and raising the level of competitiveness by exposing and comparing our local ideas to the world’s best. In an interesting workshop on the future of agencies, Nick Law, R/ GA’s chief creative officer for North America, and Barry Wacksman, R/GA’s executive vice president and chief growth officer, shared how advertising should evolve with technology. The talk started with how the advertising industry developed during the last decade and how it is taking shape as technology transforms the lives of consumers. The theme harnessed what we should focus on— helping our clients sell stuff. Paradigm shifts have constantly reshaped how advertising is done, as agencies from

the early days of mass media used “creativity in the selling of goods”. We continually shift from analog to digital and breaking through becomes harder as we now have to meet the needs of our consumers to get their attention. Our story needs to be ongoing in order for it to be as relevant as the systems that our consumers adopt. We are continually evolving, as there are more data, creative opportunities and unlimited technology so we must make sure that agencies are structured to keep pace with the times.

R/GA's Barry Wacksman

The Philippines’ Official Cannes Festival Representative

UNIQLO

From Tokyo to the World

Three top creatives from Japan (Kentaro Katsube, Creative Management Director of UNIQLO; Yugo Nakamura, Web and Interface Designer and Motion Director of Tokyobased interactive design studio tha ltd.; and Koichiro Tanaka, Founder and Creative Director of Projector) shared the thinking behind UNIQLO’s brand identity and their award-winning communications.

using the web as their medium, providing something useful for the consumers in the form of a clock. UNIQLO focused their campaigns using non-verbal expressions to communicate beyond the context of language. This way, they created a connection between their clothes and physical expression and music. And with the web, it ’s the most effective media to influence global cultures.

A Hybrid Experience Using a hybrid experience combining creative content, branded utility and the right media, they were able to create mesmerizing campaigns showcasing a new sense of Japanese beauty. Like in the Cannes-winning UNIQLOCK campaign, they used music and dance for the content,

Functional Beaut y Most of the communication materials they showcased during the talk use vibrant visuals mixed with interesting music. One of the speakers even mentioned that they sacrifice the userfriendliness of their websites just to keep it visually and auditorily engaging. Adding something functional to their quirky content

UNIQLO shirt competition winners

allowed more users from all over the world to appreciate their new form of Japanese art. With their next project, UNIQLO

CALENDAR, maybe they will expand their markets in more cities and influence more cultures.

P&G’s Marc Pritchard a social future for brands

How do brand builders adapt and innovate in today’s world to rethink What brand building is all about? It’s a mouthful for a question, even more for a seminar title, but P&G Chief Marketing Officer Marc Pritchard’s talk was neither for word lovers nor for anti-socials. Pritchard spoke of social media and social responsibility in the company’s future efforts. Pritchard emphasized on a return to brand purpose with its tagline “Proud Sponsor of Moms” and its “Thanks Mom” campaign for the Winter Olympics as examples of the kind

of marketing they are pursuing. Coupled with efforts such as laundry detergent Tide’s mobile laundry for disaster areas and Pur filtration systems’ global initiative to provide drinking water in developing countries, the mandate to serve consumers didn’t sound suspect coming from the world’s largest advertiser. P&G, one of the first consumer goods companies to embrace Facebook fan pages, has increased spending for digital in the past two years. Pritchard recognizes the importance of the social network, and in spite of some

Facebook pages complaining about the Dry Max feature launched by its Pampers diaper brand, Pritchard says the complaints are on a small scale. Not to be left behind in the digital race, Pritchard’s Unilever counterpart Keith Weed revealed during the Cannes Debate that the company will double its digital marketing spending this year. P&G’s rival in consumer goods, though a far second in terms of global media spending, picked up the Advertiser of the Year award in Cannes this year. july-august '10

127

CANNES LIONS 2010

The Philippines’ Official Cannes Festival Representative

“How to Build an Agency from Scratch” and where to get the money to do it

Now seems to the best time for entrepreneurs to turn their big ideas into agencies that work. Chuck Porter, chief strategist of MDC Partners and Crispin Porter + Bogusky co-chairman;

David Droga, founder and creative chairman of Droga5; and Miles Nadal, chairman and CEO of MDC Partners, formed the panel for the well-attended session on starting an agency.

Porter opened with his experience growing CP+B into a nationally recognized agency. Attention from an industry magazine gave the agency the exposure that attracted people David Droga and Chuck Porter

Paul Arden’s second coming and other impossibilities at the Saatchi & Saatchi New Directors’ Showcase “See the impossible brought to life on Thursday,” read the invitation to the much-awaited Saatchi & Saatchi’s 20th New Directors’ Showcase (NDS). When Richard Myers, Saatchi & Saatchi’s Creative Director for Global Culture, introduced onstage the legendary creative director Paul Arden, who passed away two years ago, it became clear that nothing is impossible. Through the wonders of animation, the late Paul Arden came to life as a hologram created by Musion and Square Zero. “There’s reason to be optimistic too that we’re seeing signs of the ‘anyone-can-make-a-movie’ democracy beginning to evolve into something still vibrant but less naïve, more competent and genuinely creative,” observed Myers.

128 july-august '10

The divide between sleek and the rough-around-the-edges video making is narrowing with the availability of prosumer tools. The 2010 batch offered an eclectic mix of individual voice and novel storytelling. Serene Teh’s hand-drawn “Parkour Motion Reel” was the polar opposite of Patrick Jean’s blocks-in-the-city crowd pleaser “Pixels”. WhoFu’s “Tone of Every Day” took online collaboration to a new level. “Hold Your Horses” by David Freymond and “T-Shirt Wars” by Joe Penna were crafty viral videos. Yannick Puig’s 3D fantasy “I Lived On The Moon” won the Nothing is Impossible Challenge, hosted by virtual animation studio Aniboom on the NDS YouTube channel.

Richard Myers presents Paul Arden

from all over the country. Porter declared, with the audience’s approval, that cheating or stretching the rules is acceptable for agencies, and that the element of luck should not be underestimated. From constantly traveling as a top creative in someone else’s agency to putting up Droga5 four years ago, Droga’s restlessness dictated his next moves. He stated that there is no single formula for an agency, but you have to try to be the best at what you do. If Porter’s hiring policy is to get the best people, Droga’s is to look for generous and like-minded individuals who want to share their creativity and their values. As a fitting closing, Nadal announced a challenge to the industry. MDC will invest US$1 million in up to 10 agencies every year. The tradeoff sounds fair: MDC will have a 51 percent stake in the new business; the startup agency gets access to MDC’s pool of talent. Entrepreneurs have until September to submit their ideas.

I have not yet done anything or see anything done on digital that could not be ndon on film and be more beautiful and easeier.

Joaquin Baca-Asay Director. Cameraman. Realist.

“THERE HAVE BEEN PROJECTS WHERE I WOULD’VE BEEN SCREWED IF I’D SHOT DIGITAL.” , u 30% more setu ps ta l, I’ll get yo gi di of d d an ea , st ts in gh lf th e li If I sh oot ﬁl m tt er. I’l l us e ha be ok lo l ’l ew it cr d e half th I ju st wi ll. An ght it. It’ll ta ke would ta ke to li ork Worrie d ab out . rs to half the ti me it ac l w me with th e ti rcia hing, ch mu e as m e ic m t o d I bet an d we’ll get tw s c do any uin perf or 16 mm. An . Hi q n oot 3-perf or 2sh mise he ca o/joa ’ll We o s? et l. r ta dg gi p bu shooting di com proven com/g an th ss o le or t me . has ses it’ll cost the sa odak it. refu Volvo t k is always wort h m ures , and re a ﬁl on t o ng c m ti oo i Sh arn rica rk P e a me . L of P k of A film n say a-A EF, Ba e, with c a B r IC whe quin for UN any Joa