adobo magazine | Digital Showcase 2013

Editor’s Note

adobo Magazine | Digital Showcase 2013

This isn’t about ones and zeroes anymore In recent years, the role of technology in modern advertising and marketing has grown to the point that it has become nearly as impossible to separate the two as it would be to conceive of a campaign completely devoid of a digital component.

With the internet, social media, and smartphones transmogrifying the media landscape on an almost daily basis, the adobo Digital Showcase 2013 was conceived as your guide to the best of the best.

In addition to containing an up-to-the-minute listing of digital suppliers, providers and marketers,

the Digital Showcase also contains features on the search engines, Filipinos’ online habits and interviews with some of the top voices being heard in today’s digital conversation.

As the lines between creativity and digital overlap, let adobo be your partner in identifying the best companions with whom to navigate this strange new world.

This, ladies and gentlemen, is the future.

And it’s just getting started.

adobo TEAM

ADOBO MAGAZINE

President & Editor-in-Chief Angel V. Guerrero

Vice-President & Chief Operating Officer Janelle Barretto Squires

Consultant Editor Sharon Desker Shaw

Sales & Marketing Head Apple Esplana-Manansala

Managing Editor Mikhail Lecaros

Account Managers Tricia Amarilla Jona Loren Atienza Paul Genato

Multimedia Editor Carmela Lapeña Multimedia Journalist Amanda Lago Creative Director Victor Garcia Multimedia Artist Ricardo Malit Graphic Artist/Illustrator Joshua Gonzales

Cover Design and Layout Victor Garcia / Gian Aguilar Roselle Manlangit / Ivy Pangilinan OnMedia Team Armand Sazon / Tippi Sy

Unit 203, Bldg. 1, OPVI Center, 2295 Pasong Tamo Extension, Makati City 1231, Philippines T: (+632) 845 0218 (+632) 886 5351 F: (+632) 845 0217 www.adobomagazine.com facebook.com/adobomagazine twitter.com/adobomagazine For advertising, sales, subscription, editorial and general inquiries, please get in touch. editorial@adobomagazine.com sales@adobomagazine.com subscriptions@adobomagazine.com events@adobomagazine.com books@adobomagazine.com info@adobomagazine.com

Contributors Joey Herrera, Donald Lim, Swapna Nayak, Joe Nguyen, Camille Noceda, Chris de Pio Sanchez

Editorial Coordinator Charisma Felix

adobo magazine DIGITAL SHOWCASE 2013 is published by Sanserif, Inc. © 2013 Sanserif, Inc. All rights reserved.

No part of this publication may be reproduced or transmitted by any means without 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 any circumstance of reliance of information in this publication. The opinions expressed in this publication do not necessarily represent the views of the publisher and the editor. Advertisements are the sole responsibility of the advertisers.

adobo magazine Digital Showcase 2013

•

1

Contents

adobo Magazine | Digital Showcase 2013

Features

Digital Lifestyle

Global Digital Trends

4

Epson Philippines Corporation

47

Mass Appeal

6

My|Phone

IBC

App Explosion

10

Power Mac Center

33

Changing Face of Search

14

YouTube Sizzle

18

McDonald’s Digital Twist

20

Nestlé’s Hones Digital Edge

22

Mobile Wave

26

Insider’s View Jonathan Joson

28

Insider’s View Bea Atienza

30

Insider’s View Roshan Nandwani

34

Digital Showcase

36

Communications Planning

44

Is Your Brand Digitally Mature?

55

Benchmark Disconnect

61

Digital Creatives 1Dmg

9

Bbdo Guerrero

43

Central Digital Lab, Inc.

45

Di9it

46

Digital Butter

13

Jump Digital Inc.

50

Mrm Manila

21

OgilvyOne Worldwide

29

OnMedia

57

Publicis JimenezBasic

60

Tribal Worldwide

64

E-Commerce Sulit.com.ph

2

•

adobo magazine Digital Showcase 2013

3

Telecommunications Smart

62

Digital Media adobo magazine

41

Philippine Daily Inquirer

24

The Philippines Star

16

Digital Marketing iProspect

49

Megamobile Inc.

52

Movent

51

NuWorks Interactive Labs, Inc.

54

Performics Philippines

59

Wunderman

35

Digital Supplier Ambient Digital

42

comScore

5

Interapptiv

48

OpenRice Philippines, Inc.

58

Spinweb Productions, Inc.

63

The Hand Creative Technology

31

Xend

65

Yehey Digital Group

67

4

•

adobo magazine Digital Showcase 2013

Why must the market move away from CTR to viewability?

The answer is clear: Viewable impressions impact business.

An ad that never had an opportunity to be seen by its target audience can’t deliver its intended impact.

Nor can an ad that was delivered in the wrong geography, next to questionable content or subject to non-human traffic.

Key members of the ad ecosystem recognize these issues and are increasingly relying on viewable impression and audience delivery data to evaluate campaign performance and get the most out of their media transactions.

vCE validates delivery across a variety of key dimensions:

in-view target audience geography brand safety non-human traffic

validated Campaign Essentials™ (vCE®) delivers the necessary data to enable these transactions, in a single tool, with a single tag.

To learn more about vCE or to request a product demo, contact us today at learnmore@comscore.com

www.comscore.com

learnmore@comscore.com

IMEDIA_JUL13

© 2013 comScore, Inc.

Mass appeal Digital media’s year of explosive growth Words Sharon Desker Shaw

Growing in fits and starts, digital media has for some time now become mass media in the Philippines, its scale effectively re-ordering the longstanding media hierarchy that has been established by decades of local consumption patterns.

Even casual observations of local consumers at work and play are enough to confirm digital media’s already impressive reach at this stage in the growth curve. Beyond this, there is a wealth of data to corroborate digital media’s massive scale: Internet penetration stands at just over 30% and the internet audience base is growing at the fastest pace in Southeast Asia. Though the figure lags neighboring markets, online has a nearly 100% reach of affluent households, which hold 80% of disposable income in the country.

Mobile penetration has surpassed 100%. There are now more mobile phones in circulation than the total

population because of ownership of multiple devices. Mobile phone ownership extends well into the E socio-economic segment, say agencies.

Ownership of internet-enabled smartphones has shot up 30% in the last two years to just under 40 million. Numbers such as this help deliver what TNS dubs the alwayson lifestyle Filipinos hanker for, while providing the opportunity for “engagement everywhere, anywhere and anytime” for marketers, says Smart Communications digital head Leah Besa-Jimenez.

Social media is king with the number of Facebook accounts closing in on 35 million, a staggering number even after the company’s recent clean up and closure of inactive accounts.

Indeed, comScore ranked the Philippines second only to Brazil in the world in Facebook penetration. Social networking accounts for 41.5% of the

vicoltoma.wordpress.com 6

•

adobo magazine Digital Showcase 2013

Shaking off tradition

Globe has an internet offer that is at the level of call and text – at 10 pesos for three days.

Legacy player goes digital Traditional media is getting a makeover and not a moment too soon.

Consumers are going mobile for their news and entertainment.

time local users spend online.

Online video use is exploding. In its 2013 Southeast Asia Digital Future in Focus Report, comScore found the market leading Southeast Asia growth rates with an 18% rise in video viewers year-on-year.

“Digital is mass media today when we have Philippine Facebook log-ins at more than 32 million, which is higher than any TV program of the day, and there are billions of Google searches versus print circulation,” notes Albet Buddahim, managing director of performance marketing agency Performics, a Publicis Groupe brand.

Numbers such as these will help reorder the media hierarchy in the way advertisers allocate their spend, say agencies. With decades of research data and its beloved place in local households, television has every chance of staying at the top of the media heap, its place assured for now as consumers move to a multi-screen environment, making viewing a more social past-time.

It will be a different story for newspapers. Media agencies predict this medium will likely surrender its second-place spot to digital media in advertising spend allocations. In contrast, radio is expected to stage a rebound of sorts, helped by operators using social media to grow the medium’s fan base.

There’s still more upside to digital extending its mass media standing.

The increasingly mobile culture will set the next growth stage as multimedia phones, tablets, handsets and mobile internet pricing plans become more affordable and telcos

extend coverage of ultra high-speed broadband networks that support video-on-demand and other data heavy services.

At it is, 12 million local Facebook users access their accounts through mobile devices, eventhough mobile plans are deemed too pricey at this stage. More than half of local respondents to TNS’ study said so.

Which explains why as many as 35% of mobile users connect to the internet via free Wi-Fi, increasingly a standard value-added offer of restaurants, malls and even barbershops.

Affordability though will be key to driving growth. “There has been a 5060% decrease in the cost of devices over the past 12 months, while features and capabilities have doubled,” says Buddahim. Prices for multimedia phones, offering television and radio capability, now lead in at 1,000 pesos.

Data plans are also becoming more affordable. There has been a 3050% decline in data connection costs and telcos have been aggressively advertising their pre-paid data offers. “ Globe has an internet offer that is at the level of call and text – at 10 pesos for three days,” Buddahim says, noting that 80% of phones sold in the last 12 months were internetenabled, affording greater connectivity and supporting a variety of online activities.

Pricing at this level will only make internet and digital media more accessible right across the socioeconomic segment – from the affluent to the less well-off, from the young to the mature end of the market. As with most markets, the youth factor

ABS-CBN Early this year, the broadcast giant hired a chief digital officer and head of its Online Media Group to prime it for the new marketing order. “ABS-CBN has long embraced the digital realities of media,” says its digital chief Donald Lim, pointing to the 2010 launch of its on-demand internet TV service iWantTV, where viewers can watch any ABS-CBN show, even past episodes, for free.

“It was very pioneering and fearless of ABS-CBN to create something that could potentially hurt their main line of revenue. The results are staggering.” In March 2013, it clocked 36.9m views with 2.7m unique visitors. Effective Measure ranked it as the country’s top website.

The broadcaster has also made a foray into mobile with a pioneering content-driven partnership with Globe Telecoms, ensuring its presence on multiple screens as consumers toggle from television to tablet to smartphone.

Under the deal, it will harness Globe’s network to deliver its content but also offer traditional telco services – from mobile internet, voice and text – on mobile devices.

“All platforms of ABS-CBN – from radio to print – are experimenting and gaining tremendous headway in digital with various executions and use of social media to interact with their audience. We are now preparing ABS-CBN for the digital revolution … to be relevant to the next generation of Filipinos.”

adobo magazine Digital Showcase 2013

•

7

@

The digital shift is more than just media shift but a lifestyle and behavior shift.

is fuelling digital media’s growth momentum, and the Philippines has one of the largest youth segments in Southeast Asia. 28% of local mobile internet users are below 24 years, the highest proportion in Southeast Asia, according to new research by the Mobile Marketing Association and global mobile ad network Vserv.mobi.

With digital reach at this level, agencies are wondering if the time has come to retire the demographic segmentation modeling advertisers have used for the past decades. In its place would be one based on psychographics – covering consumers’ desires, interests and motivations – as marketing communications shifts from Mad Men-style persuasive 8

•

advertising to a nurturing, facilitating and experiential approach.

“The digital shift is more than just media shift but a lifestyle and behavior shift,” Buddahim says, noting that digital capabilities have rendered the world flat. Local users have much more in common with markets a world away in terms of content they access, their preferences and behavior.

For marketers, the challenge arising from the situation is two-fold: How much budget should they direct to digital media versus traditional channels. More importantly, how should they structure their business to respond to the ‘I want it now’ consumer mentality the internet has ushered in?

“Digital media is still at the ‘slowly but surely’ stage today,” says Donald Lim, a founding member of the Internet & Mobile Marketing Association of the Philippines and chief digital officer and head of ABS-CBN Online Media Group. “While brands are more open to experimenting, seeing other brands experiencing some success, they are still re-allocating budgets with caution.”

Industry estimates place the allocation on digital at between 2-3% of a marketer’s overall budget, while so-called “advanced” clients are spending between 5-7%, still tiny given online’s more than 30% reach. “It will take some time to shift the paradigm of senior leaders in the organization.

adobo magazine Digital Showcase 2013

This seems like circa 2008 and it is,” adds Lim. “Multinational brands like Coca-Cola, Nestlé and Unilever are leading the charge and influencing the industry.”

Organizations such as Nestlé, the biggest winner at August’s Boomerang Awards, has in-house ‘digi-champs’ to evangelize digital use among its brand teams, while Procter & Gamble is already allocating double-digits of overall Philippine spend on digital for Gillette and Olay, its digital brand champions.

Starcom MediaVest Group’s digital director Quad De la Paz points to a number of initiatives clients have adopted as proof that they are taking digital seriously: They have begun hiring a digital person for their team, they have initiated talks with media partners and agencies and implemented projects shortly after and they have poured “serious investment” – of about 1 million pesos for a month – on digital campaigns.

“Digital investments continue to grow in double-digits,” says De la Paz. Lim is hopeful digital spending will rise to 5-10% of overall budgets by 2015 as brands reap attractive investment returns from the medium.

As they make the shift to digital media, marketers will have their work cut out for them. Nielsen research from late 2012 found that most internet users were unable to recall any online ad except for mobile phone ads.

adobo magazine Digital Showcase 2013

•

9

App explosion There may be an app for everything these days, which makes this another cluttered space for marketers seeking to engage customers Words Chris De Pio Sanchez

In a world that has gone mobile, apps have taken center stage. The popularity of mobile apps – those apps specifically developed to run on mobile connected devices such as smartphones and tablets – is cresting equal to the massive popularity of these devices. The rate of adoption of such devices has famously been determined to be the most rapid in history – faster than any other consumer technology, even than social networks themselves.

Running parallel to these developments, some caveats notwithstanding (including some quite considerable ones), are mobile apps’ overwhelming significance and utility for digital marketers in this day and age.

10

•

“There’s an app for that!”

Internet and new technology expert Mary Meeker, in her May 2013 report on internet trends, stated that there are now approximately 1.5 billion global subscribers of mobile services, up from 1.1 billion 12 months previously – representing about 30% growth.

Other pundits also see exceedingly vibrant growth in mobile, including Prashant Fuloria, chief product officer of mobile analytics and monetization firm Flurry. At July’s mobile industry conference MobileBeat 2013, Fuloria said that the firm was seeing a “tremendous disruption by mobile”, as people moved in droves from the traditional internet to mobile devices.

This should come as no surprise, as to paraphrase the popular

adobo magazine Digital Showcase 2013

catchphrase attributed to tech giant Apple, nowadays, irrespective of which mobile operating system users favor, they can find and download an app that can help with just about anything they might want to do – a sea change from more limited, and thus limiting, traditional devices.

Booming, bustling, soaring Nowadays, the range of mobile apps is nothing if not vast. The top two app stores in terms of number of apps hosted, Google Play and Apple’s App Store, currently boast over one million and approximately 900,000 apps respectively. Moreover, this selection only continues to grow rapidly, as app developers continue to add to these figures, practically on a daily basis.

Additionally, and perhaps more significantly, the number of app users worldwide has been growing at an astonishing rate: 251% over the last five years, outpacing the number of “stationary” internet users by a factor of 15, according to market research consultants Research2Guidance.

Other experts have also determined a similar uptick in app usage. Flurry, for instance, reported in July 2013 that it was now collecting data on a staggering 1.3 trillion different app usage “events”, or instances of use, on a monthly basis.

The firm further found that this soaring app usage figure was driven by all manner of apps, whether for games (most of the mobile apps in existence are games), productivity, lifestyle, social networking and so on.

Moreover, research by Flurry and others has determined that, thanks to ever-cheaper, always-on data connections and the increasing number of mobile devices running these apps, people are using them all day long, and in some cases, round the clock.

Some firms have undertaken the unprecedented step of bundling unlimited communication app-usage offers with prepaid or postpaid plans, such as Philippine telco Globe Telecom’s pioneering Viber, Facebook Messenger, KakaoTalk, WeChat, Line and WhatsApp combinations, which were launched earlier this year for the local market.

So where are you from?

As Flurry’s Simon Khalaf discussed recently, only five years ago, the US software industry held sway and

personal computers reigned supreme.

Just half a decade later, the world appears to be entering the “post-PC” era – an age in which America no longer reigns supreme (at least not in terms of app developers).

In June 2013, Khalaf revealed that just 36% of all apps whose activity Flurry measured are made in the US. Other countries’ software and appmaking industries – including that of the Philippines, which plays host to app firms and developers both large and small, many of which have been gaining prominence in recent months – have been coming to the fore.

Khalaf also said that although apps made in the US are of course used extensively in other markets, people in many other countries now spend a considerable amount of time using apps developed in their home countries. Brazilians spend 8% of their ‘app time’ using apps made in Brazil, compared to the English spending 13% for apps created in the UK. But these pale in comparison to the whopping 64% of app time Chinese users spend on apps made in China.

Moreover, many of the world’s top apps – including games such as Angry Birds, Cut the Rope and Fruit Ninja – were developed outside the US (by Finland’s Rovio, Russia’s ZeptoLab and Australia’s Halfbrick Studios respectively).

The stage, it appears, is being set for even further disruption.

It’s (never) all about the money So what are some of the top apps nowadays? Many experts say that games make up the bulk of apps available nowadays, and this should

The number of app users worldwide has been growing at an astonishing rate: 251% over the last five years.

adobo magazine Digital Showcase 2013

•

11

Stable, reliable apps that feature an excellent user interface and which perform their functions very well overall

12

•

come as no surprise – experts such as Alex Cocotas of Business Intelligence have found that there is a preponderance of games in the listing of top revenue-generating apps.

In June 2013, Cocotas revealed that the top five apps in the App Store were games (Candy Crush Saga, Clash of Clans, Puzzle & Dragons, Hay Day and Minecraft – Pocket Edition), as were four out of the top five revenue-generating apps on Google Play (Puzzle & Dragons, Candy Crush Saga, and two games built for popular mobile messaging app Kakao). Interestingly, the only top moneymaking, non-game Android app was another mobile messaging app, LINE. This and other such facts have led some to believe that the value apps hold for marketers is based in their appeal as products that can be sold.

While this is undeniable – indeed, some have made fortunes through selling apps – it is only part of the picture.

Apps can of course be monetized through being sold, and they also confer quite a wide range of other benefits such as being far cheaper than traditional advertising channels such as outdoor or broadcast, but they can also provide brands and marketers with unparalleled opportunities to engage their customers, thus providing value through interaction – especially vis-à-vis those apps that fail to do so.

adobo magazine Digital Showcase 2013

Stable, reliable apps that feature an excellent user interface and which perform their functions very well overall – and which, in a word, delight their users – fare far better in terms of engagement than those apps that prove troublesome to use. The former are far more apt to be used over and over, engendering loyalty far better and, by doing so, do far more to build a brand’s reputation than the latter.

This is a leading reason why some of the top apps the world over, including games such as Rovio’s Angry Birds, communication apps like LINE and the Philippines’ very own MMDA app, hew to either the free or ‘freemium’ business model (free to download but featuring atcost upgrades, special features and the like) – the enduring value they represent to brands thanks to the fact that they lend themselves so well to engagement far exceeds any revenues that their makers could generate through selling them.

Where do we go from here?

While growth prospects continue to remain bright for the app market, most especially in developing nations, some developments are giving would-be entrants pause.

One such is the fact that mobile app marketing costs have begun to increase, at least in the US. A study conducted by Fiksu and the findings of which were presented in August 2013 found that the cost for app developers to acquire new loyal customers had risen to its highest rate in two years – US$1.80 per customer, or an increase of 20% since June 2013.

Such developments, said the study, can be significant setbacks for smaller developers, most especially those crafting free apps, because larger and more established brands possess larger budgets that can accommodate ballooning marketing costs. Not many smaller developers can say the same.

Fiksu chief executive Micah Adler added that two factors were helping boost these costs, namely a new ranking algorithm for the App Store, which was forcing developers whose apps were relatively lowerranked to spend more to prop up their rankings, as well as the emergence of Facebook’s mobile app advertising platform, created to improve its mobile-advertising prospects.

adobo magazine Digital Showcase 2013

•

13

+You

Search

Images

Maps

Play

YouTube

News

Gmail

Drive

Calendar

More SIGN IN

Philippines

CHANGING FACE OF SEARCH Google Search

I’m Feeling Lucky

The changing face of search Words Joey Herrera

What are Filipinos searching for?

According to Google, the country has the highest search incidence in Asia. Filipinos search twice as much as Singapore, a highly educated first world country, and three times as much as the average searcher. So what are Filipinos searching for?

The Google Zeitgeist list for 2012 shows that the top 10 searches for the year include only one local reference: Dolphy, the trend obviously driven by the comedian’s death in July that year.

Other than this, all of the items for 2012 were common words or foreign trends. The top search is ‘Simsimi’, a funny artificial intelligence app from Korea that rode on the popularity of Apple’s Siri. And it’s not the only app on the Google 2012 list (see chart).

Compared with the top 10 search 14

•

adobo magazine Digital Showcase 2013

keywords in the world for 2012, Pinoys searched more commodities.

The global top 10 include only two products: The iPad 3 and Diablo 3.

Even the US had more current affairs in its top 10 searches: Hurricane Sandy, Election 2012, Olympics 2012, and Kony 2012. Neither the world nor US top 10 included any common words.

This means that Filipinos are more prone to search for things they want. They are more prone to search for specific products or brands.

And behavior shows that 85% of Filipinos search after seeing ads and do research before purchase. The presence of four apps in our 2012 top 10 searches show that as a market, Filipinos are ready to download, and quite possibly, are looking for free options.

The best are moving beyond television-style brand awareness to much more sociallyengaged...content-rich channels.

There is a huge opportunity here for brands that have a lot to say but not enough media weights to say it all. As personal computing, tablets, and smartphones become more democratized due to falling prices and wide availability, it is obvious that a digital presence, and a search presence, is necessary.

The clickthrough rate for the top search result is 43.2%, the second result is 30.7%, and the third gets 23.3%, and it drops steadily from there.

For a marketer to control what is read about theirr brand or product online, you they need to be at the top. This can be done through SEO-rich brand websites, sponsored placements on lifestyle and review websites, or by sheer volume of blogger partnerships.

The easiest way to do it though, is with paid ads.

Google search ads allow an advertiser to place branded messages at the top or side of search results.

Or they can use specific or general keywords, easily modifying their message to fit a search for their brand, product, category, or other related searches. Someone searching for photo editing app might also be interested in a restaurant where they can take great food shots, or a face cream that would make all their selfies more ‘likeable’.

There is also one very good reason to purchase keywords: if a marketer doesn’t do it, their competitors will.

Search for Sunsilk and the top result will include an ad for Pantene, search for Del Monte and the results include a link for Maggi, search for Tide detergent and an ad for Sulit comes up. Search hijacking is becoming a problem, just as URL hijacking used to be.

The market is also moving towards comparative searching, notes Albet Buddahim, managing director of performance marketing agency

Performics. “We are now seeing Toyota versus Honda type of searches.

These types of searches are much more than brand searches, which indicates that comparison search is happening.”

In the early days of the world wide web, brands realized that if they were slow on the uptake to purchase their URL, someone else would buy it and sell it back to them for a huge profit.

The same can happen to brands these days with keywords. Their competitors will pounce and try to redirect consumers who were already searching for them. As marketers start seeing correlation in research online and purchase offline, they will come to understand that search has an impact on the bottom line.

The ultimate winner of the possessive and territorial nature of keyword purchase is the search engine. It jacks up the price of top search words as brands want to make sure that they appear at the top of their target market’s searches. A lot of brands have tried to go around the keyword battle by appearing somewhere else in Pinoys’ search habits. Big brands have started using deal sites.

Aside from searching for brands,

Pinoys also love to search for the best deal. “The Philippines has the largest number of Groupon sites in the world – it says Filipinos are looking for good deals, which is driving our search volumes,” notes Buddahim. “Those sites won’t flourish if we don’t search at the level we do.”

And deal sites offer pages of archived content from past and present deals. Pantene and Dove are only two of the recent big brands to appear on group deal sites. Coupled with strong blog partnerships, this easily ensures a brand will appear on the first two pages of search results, making it relevant despite competitor presence at the top of the first page.

One trend that most brands have yet to jump on is contextual, location based ads. Certain casual dining restaurants have jumped on this, most notably in the Click the City mobile app, where a simple search for movie listings in a mall delivers deals and offers from dining establishments in the area. Smartphone penetration in the country is already at 39%. 93% of smartphone users have searched on their phones, with 44% searching daily.

The advertising and marketing loop is closing. A consumer can see a TVC on air, go to a nearby mall, search for a store’s location and purchase. Or they can see an offer in a mall, search for product information online, and decide whether to make a purchase based on reviews. Closing the gap between a brand’s online and offline presence is crucial in driving growth.

Just as brands want presence in shelf space, an online presence for browser window-shopping is also necessary.

Pinoys may not always search to buy, but they are definitely buying after searching.

2012’s Top 10 Search Words, Philippines

1

2

3

01 Simsimi 02 Angry Birds 03 Tetris Battle 04 Super Bass lyrics 05 Gangnam style 06 Jeremy Lin 07 Whitney Houston 08 Dolphy 09 Dragon Nest 10 Black

adobo magazine Digital Showcase 2013

•

15

Upload

Guide more from What to watch

YouTube sizzle

Video marketing on YouTube is becoming an integral part of today’s global digital marketing mix, according to new research that evaluated use of the social web video-hosting platform by the best global 100 Brands on the Interbrand index.

Show more

The Top 100 global brands have gone from a few dozen video uploads during YouTube’s 2005 launch year to more than 10,000 cumulative video uploads in a single month last year. The Top 100 alone account for 9.5 billion collective YouTube views and more than 2,200 channels with 258,000 video uploads. The Top 100 Brands showed a 99% YouTube adoption rate and their video publishing rates have on average increased by 73% since 2009.

Pixability – a YouTube-certified marketing and advertising company –

18

•

adobo magazine Digital Showcase 2013

noted that its study underscored a real shift to using social media and video content by leading marketers to drive business.

But not every brand has a winning YouTube strategy in place – 50% of the videos get fewer than 1,000 views as the brands focus more on video production and less on marketing the video.

“The best are moving beyond television-style brand awareness to much more socially-engaged, longerform, content rich channels. They understand that video marketing is

The best are moving beyond television-style brand awareness to much more socially-engaged... content-rich channels.

just as important as video production,” noted the study’s authors Pixability recommended best practices in leveraging video and social media platforms: Be a well-oiled, consistent, video content machine The most successful brands have 50% more videos per channel compared to the least successful ones. The best-performing brands publish high volumes of content on a regular schedule.

Top aggregate brands publish approximately 78 videos per month.

Leading media brands produce even more: Close to 500 videos per month.

Take video optimization and YouTube channel architecture seriously YouTube is the second largest search engine, so discoverability is key. YouTube SEO follows very different rules than traditional SEO. Within traditional SEO – Google prioritizes web pages with YouTube video embeds.

The best performing 25% of Top 100 Global Brands took more care in optimizing their videos and channels, maintaining twice the number of playlists and video tags than the bottom 25%.

Don’t get caught in the overproduction trap; lesser quality video works well, too The best YouTube marketers produce a broader range of video content. Videos do not need to be prime-time quality because those with lower production value can be just as effective.

Apply an ‘Always On’ strategy to video marketing The most successful brand marketers on YouTube integrate their online video strategies with their traditional, offline marketing

More channels Doesn’t Mean More Views

strategies. Successful video marketers don’t hesitate to produce video series for very limited, but highly engaged audiences, such as event participants.

17 of the Top 100 brands use less than 50% of their channels. Continued advertising results in sustainable channel growth and subscribers.

Apply branding consistently, intelligently and methodically The top performers consistently brand their videos in both the video content itself as well as in metadata, which includes titles, tags, and descriptions.

An appropriate level of branding within videos is essential because successful YouTube videos are often used outside of the context of a branded YouTube channel, such as website embedding. Over-branding may limit sharing within independent communities of interest.

Adding more content is more important than adding more channels 37% of all channels have not been updated with fresh content for over 120 days. Successful marketers have YouTube channels that clearly focus on specific target audiences.

Engage your community with social media Facebook and Twitter are among the most important sources of traffic on YouTube within the Top 100 Global Brands. Users frequently share videos on social networks, and video content is attractive for sharing. The top 25% of brands had significantly higher social sharing of video than the bottom 25%. Viewer sentiment is starting to show distinct trends by industry. Home and luxury segments have the highest sentiment, while financial services and consumer goods have the lowest.

3M

ADIDAS

43 54

32 7

disney

NOKIA

41 1

30 5

Nike

CISCO

41 4

30 42

IBM

NESTLE

41 49

30 47

GOOGLE

SAP

40 2

29 76

SONY

SIEMENS

34 3

26 59

SAMSUNG

PANASONIC

34 6

25 34

PHILIPS

ACCENTURA

34 39

25 93

ORACLE

PEPSI

34 64

23 15

IKEA

COLGATE

33 33

23 44

Channel

View Rank

AVERAGE TOTAL VIEWS PER VIDEO ON YOUTUBE FOR THE TOP 100 GLOBAL BRANDS 50.3%

Less Than 1,000

3.9%

100,000 to million

30.3%

1,000 to 10,000

30.3%

10,000 to 100,000

0.6%

over 1 million

adobo magazine Digital Showcase 2013

•

19

McDonald’s digital twist Starcom leads digital-only launch for cult snack

McDonald’s has taken bold steps in leveraging digital media to tactically market its addictive brand of fries.

Its campaign for the return of Twister Fries was its first-ever pure digital play, while a subsequent ‘Fries Heist’ offensive combined digital and outdoor.

“McDonald’s has aggressively invested more into digital as they see results, which directly impact their business positively,” says Quad De la Paz, digital director of Starcom MediaVest Group, the advertiser’s media agency.

For the return of the seasonal, limited offer Twister Fries, the chain

20

•

laid down a challenge for Starcom: Use only digital media to drive awareness and popularity to increase sales. No investments were made for TV, print or radio.

Working with Leo Burnett and EON, Starcom crafted the digital media strategy and implementation, orchestrated the communications, selected online influencers, and handled negotiations, activation and some digital production. It also led integration of multiple digital channels used in the campaign.

“The launch included many platforms including display, social media activation on Facebook, Twitter

adobo magazine Digital Showcase 2013

and Instagram, influencer messaging, on-ground etc, which needed to be orchestrated carefully to attain maximum impact and virality,” says De la Paz. Ahead of launch, the agency orchestrated a series of messages online to build anticipation for Twister’s return. At exactly 12.01AM on launch day, Yahoo Mail log-in placement and banner ads were spread across multiple online channels to announce Twister’s availability.

Digital ambassadors and online influencers were roped in to generate buzz from as early as 7AM before Twister went on sale at 10.30AM. The buzz reached netizens, who began spreading the news across their social media networks.

A Facebook page announcement went up as the first orders were served, helping ignite local mania for the fries and turning #twisterfries into the third most trending topic in the country within hours of launch.

It continued to trend for the rest of the week as Facebook, Pinterest and Instagram were flooded with photos of the Twister.

International media, including Bloomberg TV, picked up on the curly fries sensation, with US posters moaning about the fries’ unavailability in their market.

For McDonald’s, the campaign made a solid case for digital’s effectiveness. The chain served up more than two million orders – 154% over its sales target.

PROVEN RESULTS.

FACEBOOK SUPERSTAR

Created and manages the leading branded Facebook pages in the country

METAL MAGNET

SOCIAL SPY

Multi-awarded digital agency locally, regionally, globally

Listens, converses and creates insights from online consumers

MOBILE MARKETER

Provides end-to-end mobile services, from strategy, design and production

DIGI DOCTOR

MEDIA BOOSTER

Assesses brand health and digital brand strength

Optimizes digital media spend for benchmark results

VIROLOGIST

Generating videos that get millions of views

Let's chat!

manilasales@mrmworldwide.com

Manila A Citizen of McCann Worldgroup

adobo magazine Digital Showcase 2013

•

21

Nestlé hones digital edge ‘Digi-champions’ spread digital message internally

Nestlé Philippines’ fistfuls of assorted metal from this year’s Boomerang Awards is testament to the marketer’s drive to bring digital into the heart of its communications planning and its growing comfort levels with what is already a mass medium in the Philippines.

With more Boomerangs to its name than any other advertiser, the food and beverage giant showed

22

•

adobo magazine Digital Showcase 2013

that its comfort with digital extends across multiple brands, agencies and channels in line with its belief that the medium should play a role across the entire consumer purchase journey, from awareness through to advocacy.

“The 12 Boomerangs we took home this year is a great result, but what’s been especially exciting is the fact that we won across brands and agencies. This is a credit to both our

Nestlé ‘digi-champs’ and our agencies, who share the same passion and inspiration for our corporate mission,” says Sandra Puno, Nestlé Philippines communications director.

Seven Nestlé initiatives and brands – Nestlé Club, Gerber Foods, Alpo, Nescafe, Kit-Kat, Nestlé Crunch, Royal and Nestlé Drumstick Duo – produced Boomerangs for OgilvyOne, MRM Manila, Publicis Manila and NuWorks Interactive. OgilvyOne claimed two of the night’s five Golds, both for Nestlé Club, one of the longest-running customer relationship management programs in the country. Nestlé Club also scooped a Best Business Results prize in the Special Awards category, which is only open to Gold award winners.

How did Nestlé do it across multiple brands and agencies?

Though spend levels vary from one brand to the next, Nestlé is of course spending more on digital media year-on-year. The increased investment has allowed it to expand its footprint across digital’s bouquet of channels and engagement platforms.

Nestlé has invested in content production (GoodLiving webisodes, e-newsletters for Nestlé Club, the country’s first customizable newspaper in partnership with Inquirer.net as well as the Red Mug sessions, blending music and stories for Nescafé) social media engagement and activation (Nescafé has more than 2 million Facebook fans who are engaged daily), games (Nestlé Club), viral videos (Nescafe’s humorous, Japanese sentaiinspired ‘EDGAR’ delivered more than 1.5 million YouTube views within five days of launch) and more.

Nestlé Club, perhaps best demonstrates the company’s growing comfort levels with digital.

“As our members become more digitally savvy, so has the Nestlé Club.

Today, we’re moving more and more of our member communications to digital, engaging our members online through a variety of channels from our website (www.Nestléclub.com.ph) to our Facebook page, our GoodLiving webisodes, our e-newsletters and special occasion e-cards, as well as online games. We have to be where our members are, so we can continue to be relevant in their lives,” Puno says

of Nestlé’s efforts to engage and build loyalty among the club’s one million members.

Even so, Puno believes Nestlé can do more with the medium. “We’re probably not at the point yet where spend is ideal. We firmly believe that digital channels can play a greater role across the entire purchase funnel, moving consumers from awareness to purchase to loyalty and advocacy.”

Its message to brand managers has been unequivocal: Digital must be at the heart of the communications process. “Of course, doing this effectively requires an investment of time, talent and resources. And we believe the time to accelerate the learning and appreciation for both the science and the art of digital is now.”

It is spreading the digital gospel internally. Like their peers in every other organization, Nestlé brand managers grapple with a long laundry list daily, ranging from product considerations, traditional media, trade and activation among others that make it difficult to give digital, which requires an investment in time, talent and resources, its due.

“This is why it’s been vital to market digital internally so that the channel is given the proper attention,” adds Puno.

It has digital champions. Puno’s Communications and Marketing Services (CM&S) team has a digital functional head Nicole Bulatao, who continually champions digital by arranging training sessions with brand managers and presenting to the market leadership on a regular basis.

“Our digital head attends as many planning sessions as she can, to ensure that digital is always in the mix. She also ensures that our digital agency partners are included from the ground up on planning total communications.

“In addition, the major businesses each have a digital champion who works closely with the C&MS team and the agencies in bringing digital campaigns to life.”

It drives integration by fully involving it digital agency partners.

“Our digital agencies, more and more, have begun to stand alongside our traditional agencies in the ideation process, to create campaigns that

Digital must be at the heart of the communications process.

cross platforms. When you bring the best digital strategy and creative teams and give them a stake, not just in a standalone digital activation but in the entire communications plan and the business as a whole, then you inspire great work. That is what we believe we’ve done.”

Going by its Boomerang’s Special Award for Best Business Results for Nestlé Club, the effort is clearly delivering on the bottomline as it is with creative trophies.

Nestlé Club, a project under vice president for corporate communications and consumer services, Aurora Alipao, to build loyalty and engage one million members, has delivered real business results that drive consumption and strengthen loyalty to both Nestlé and its brands.

“The brand love and loyalty that we’ve received from our members through their feedback is invaluable.”

Brand love is just as strong for Nescafé, which has an active social media strategy managed by MRM Manila through apps such as the customizable newspaper, viral videos such the thoroughly entertaining ‘EDGAR’, a throwback to Japanese sentai shows, and has consolidated its rewards program across all apps, making it easier for fans to claim their rewards.

Nescafé is today’s the top FMCG brand in the Philippines, according to Kantar Worldpanel, and its fan base is especially loyal, rushing to defend the brand on their own at the first hint of criticism.

adobo magazine Digital Showcase 2013

•

23

Internal Revenue Commissioner Kim Henares says her office has been conducting a comprehensive investigation on whether Napoles paid her taxes properly for her reported multimillion-peso properties.

At night, Napoles goes to the Inquirer main office in Makati for a roundtable discussion with Inquirer editors, columnists and reporters.

The Office of the Ombudsman announces in a statement the formation of a special team of six investigators that would conduct a parallel inquiry with the NBI in relation to the pork barrel fund scam.

The Inquirer publishes the first of a six-part series on the investigation of the NBI on an alleged P10-B pork barrel scam. The series is based on the affidavits of Benhur and five other whistleblowers who allege that Napoles operates bogus NGOs and offers commissions to lawmakers for the liquidation of their pork barrel funds.

In an Inquirer report, Napoles denies involvement in any scam and attacks Benhur’s credibility by saying he is a “drug addict” and a “thief.”

Justice Secretary Leila de Lima places Napoles and Reynald on the Bureau of Immigration’s “lookout bulletin.”

In a briefing, presidential spokesperson Edwin Lacierda says President Aquino has instructed de Lima to ensure that the pork barrel scam be “exhaustively investigated.”

Kapunan says in radio interviews that Napoles would sue the Inquirer and an online news site for libel for failing to get their side and for printing “false” stories about them.

On the same day, Napoles and her brother Reynald submit their opposition on the motion for reconsideration filed by the NBI at the DOJ in relation to the dismissal of the serious illegal detention case filed against them.

DOJ places Benhur under the Witness Protection Program.

Facing the media with her new lawyer, Lorna Kapunan, Napoles, in a statement, says she is willing to open her bank accounts and undergo a lie detector test to cooperate fully with the ongoing investigation into her involvement in the pork barrel scam.

A branch of the Makati Regional Trial Court issues a warrant of arrest for Napoles and her brother, Reynald, for the illegal detention of Benhur.

However, the siblings are nowhere to be found.

The Court of Appeals freezes the bank accounts of Napoles, as well as those of her other relatives and her alleged NGOs. The Department of Foreign Affairs also cancels the passports of Napoles and her brother at the request of the DOJ.

Angry Filipino netizens and ordinary citizens gather in at least 30 spots nationwide and abroad for the ‘Million People March’ protest, which calls for the abolition of the pork barrel. In Manila, at least 85,000 people flock to Rizal Park for the first largest protest assembly under the Aquino administration.

On the same day, the Commission on Audit releases its report saying a total of P6.2 billion were transferred to 82 NGOs “in clear violation of the law” from 2007 to 2009. COA adds that 10 of the 19 NGOs that received the bulk of the pork barrel funds are linked to Napoles.

The Inquirer starts publishing the five-part verbatim transcript of the paper’s roundtable discussion with Napoles.

President Aquino tells reporters that he is not keen on abolishing the pork barrel, saying that “as in everything else, there are good uses, and bad uses.” He adds that, “Perhaps the right thing to do is to apply the appropriate punishment for the misuse, but support its good use especially in communities outside the National Capital Region.”

In the morning, President Aquino announces a P10-million reward for any information that would lead to the arrest of Napoles.

In a surprise press conference aired on national television, President Aquino says he is pushing for reforms in the disbursements of the corruptionplagued pork barrel funds. He adds that he is scandalized by the COA report and blames the irregularities on the Arroyo administration.

Balanced news. Fearless views.

Empowering the Filipino. Connecting the nation.

Mobile Wave

Trusty handset fuels connection cycle Words Carmela Lapeña

Mobile is transforming business in the Philippines, as more and more people discover the convenience of conducting transactions via the gadget that almost never leaves their hands – the mobile phone.

At the 7th Internet and Mobile Marketing Summit, TNS’ digital and Mobile Life lead Lester Sualog explained this changing consumer behavior: “Consumers used to spend time to save money. Now, they spend money to save time.”

Already the texting capital of the world, locals hardly need more reasons to hold on to their mobile phones. “We sleep with our phones,” Smart Communications head of digital media Leah Besa-Jimenez said in her presentation.

Jimenez noted that 26% of Filipinos check their phones at the dinner table, and 77% of those watching television do it while using their phones. With purchases possible on the mobile phone, the gadget has become even more useful, both for consumers and marketers. “There is an economy that is built on mobile. Life is mobile,” said Besa-Jimenez.

For brands, this is good news.

Besa-Jimenez explained that a multimedia approach benefits brandbuilding efforts, and mobile is relevant throughout the entire cycle of a consumer’s brand experience, from awareness to conversion. In fact, mobile has the ability to shorten the cycle, bridging awareness straight to conversion. “Mobile fuels the connection cycle,” she said.

Besa-Jimenez stressed that using location-based search is critical for brands to be able to reach their target market. “If you have the right customer at the right place at the right time, and give them the right message, everyone wins,” she said, showing an international case study 26

•

of Out There Media’s location-based mobile advertising project for Paul, an international chain of exclusive French bakeries.

In the project, opt-in subscribers of a mobile carrier partner who were located within one kilometer of a Paul outlet received an SMS inviting them in to the shop, where they could claim free coffee and a hot croissant.

“Mobile is the only medium that follows the consumer through the entire path to purchase. Primetime is all the time when it comes to mobile,” Besa-Jimenez said.

For the past five years, it has been said that it is the year for mobile. To the despair of Besa-Jimenez, who has been tipping mobile’s ascent, this hasn’t yet happened.

According to Besa-Jimenez, the cost barrier is longer there, but mobile carriers need to step in and provide solutions. “We want this to happen. It doesn’t make sense not to. Everyone’s been saying it for five years,” she said.

On the other hand, carriers must remain cognizant of privacy issues.

“We don’t want to get into a situation where we’re bordering on data privacy laws,” Besa-Jimenez said about location-based marketing.

The country is still at the infancy of mobile marketing, which is not at the ideal level given its reach. “As an operator, we are providing solutions for this,” she said.

She shared that Smart Communications is set to begin beta tests of its street-level geofencing offer to provide tailored ads, promotions, and deals to its opt-in customers. “It’s about hitting an opt-in base. There’s a facility to opt out with every piece of advertising,” she said.

According to Besa-Jimenez, operators had done their part of provide the services and infrastructure, eliminating the need for clients

adobo magazine Digital Showcase 2013

and agencies to develop bespoke, invariably expensive, solutions, a move she hoped would spur mobile marketing in the country.

Meanwhile, Globe is also betatesting its location-based services.

Globe product manager Joanne Perez said the location-based services platform would allow subscribers to enjoy services such as Friend Finder or Establishment Finder, even without a smartphone.

Knowing where a person is exactly when they are there may sound creepy, but location-based data can help brands deliver great customer experiences, Globe digital and mobile advertising head Bela Gupta D’Souza said. “Mobile is the most powerful and personal medium on the planet.”

“It’s a digital world today,” said D’Souza, noting that five billion, or 70% of the global population are mobile subscribers. D’Souza predicted

that smartphones and tablets would outnumber PCs by 2018.

“In the Philippines, for a lot of people who are accessing the web for the first time, the first and only medium they’re doing it through is actually their smartphones,” she said.

There will be about 80 million smart phone handsets in the Philippine market in the next five years, D’Souza also predicted. Although adspend for digital is still quite small, she said spending levels would reach about three billion dollars in the next five years.

D’Souza shared three pillars of how digital delivers great customer experiences: Digital really delivers relevant content that surprises and delights people It’s about personalized engagement and human connection Omnipresence that digital can

have in the purchasing journey of customers “Ultimately, it boils down to data analytics. All three can be achieved if we look very closely at our data intelligence,” said D’Souza.

For D’Souza, location-based data collection is not an invasion of privacy, rather, it creates added value for the customer. “We don’t want to send you spam. We want to understand our subscribers better and then deliver ads that we think will delight you,” D’Souza.

She explained that using intelligence platforms that detect what people are talking about in a specific location in real time changes the way brands engage with customers, as it allows them to respond immediately.

Publicly available information on social media also allows companies to personalize communication.

Harnessing data such as age, gender, preference, and location allows the brand to bring more value to the customer, D’Souza said. “It suddenly creates highly contextual services for customers, and you’re aiding them in their purchasing path,” she said.

Mobile’s ubiquity will see mobile commerce shaping the future of retail in Asia, according to Sagar Phadke, director of Nielsen’s Telecom and Technology Practice in Southeast Asia, North Asia and Pacific. However, only 3% of consumers in the Philippines participated in mobile commerce activities in the past month, as revealed in Nielsen’s September report ‘Decoding the Asian Mobile Consumer’. The equivalent figure was significantly higher in two of Asia’s most advanced technology markets – 89% for Japanese consumers and 67% of Korean consumers.

“The commerce wave is quickly catching on in other markets across the region, and will play a key role in shaping the future of retail in Asia,” Phadke said.

The study also revealed that smartphone owners in Asia Pacific are “relatively receptive” when it comes to mobile advertising. According to Phadke, agencies and advertisers are still experimenting with different formats to see what works and what doesn’t. “Advertising that provides access to free content and does not disrupt the experience is the most widely-accepted,” he said.

Research still plays a major role, Phadke said. “Although mobile technology is evolving and has a long flight path ahead, the commonly observed and understood best practices for engaging with consumers remain the same. Understanding the drivers and motivators of consumers’ mobile behavior and developing mobile strategies which tap into those drivers and motivators is critical for success.”

adobo magazine Digital Showcase 2013

•

27

insider’s view

Jonathan Joson Digital advertising in the Philippines is now home to all sorts of swimmers, from traditional creative to pure digital agencies. The scene is expanding both in terms of quality and quantity, says Jonathan Joson.

Words Carmela Lapeña

The Southeast Asia Planner of the Year in Campaign’s 2012 Agency of the Year Awards pointed to this year’s Boomerang Awards to illustrate his point. “We see a lot of great, insightful work from traditional agencies, but that’s not to say that pure digital agencies have lost their role,” said Joson, the strategic planning director of Media Contacts Philippines.

According to Joson, although traditional agencies are now coming up with pure digital campaigns that win awards, pure digital agencies are more important than ever, as their understanding of technology and digital behavior is still ahead of most agencies.

To illustrate his point, Joson talked about OgilvyOne’s work for ‘Nestlé Club’, which won Best in Business Results, on top of two Gold metals for Programs by Industry and Programs Effectivity at the 2013 Boomerang Awards.

“It’s not a flashy creative campaign if you look at it. It’s actually a CRM campaign that’s been going on for quite some time, and it was doing a very good job. That’s really worthy of praise,” Joson said, adding that the case shows just how broad digital advertising is in the Philippines.

On one hand, there are campaigns like MRM’s ‘Project EDGAR’ for Nescafé: “That was very content-based, but was very successful on social media, because the concept was very shareable,” Joson said. There are also campaigns like McDonald’s ‘Ang Pao’ mobile coupons, which scored a high redemption rate. “Usually, only a handful of people redeem coupons when you give them out on the street. In this case, the redemption rate was very high - you can’t get that from nondigital media,” he said.

Asked for his forecasts for 2014, Joson said: “It’s going to be social media, it’s going to be performance marketing, and it’s going to be video.”

He says clients are beginning to realize the advantages of having social media and community managers in-house, and agencies are starting to offer full social media services, such as Oreo’s smash real time marketing stunt ‘Dunk in the Dark’ for this year’s Super Bowl.

Joson also forecast that more brands would begin measuring actual results on social media. “I think it’s the right thing to do in the

It’s going to be social media, it’s going to be performance marketing, and it’s going to be video.

28

•

adobo magazine Digital Showcase 2013

Philippines, since we are the social media capital of the world,” he said.

He also predicted that performance marketing would pick up in early in 2014, as clients realize there’s more to digital beyond clicks, impressions, and CTR. Meanwhile, video will also be big next year, as it offers creative agencies a lot more flexibility. “You’re not limited to 30 or 60 seconds because of the cost. Creative agencies will have a lot of fun working with online video because it’s much longer, and you can do a lot more creative stuff.”

adobo magazine Digital Showcase 2013

•

29

insider’s view

Bea Atienza These days, digital is the obvious choice for young talent.

But for award-winning digital strategist Bea Atienza, doing digital wasn’t something she had planned.

Words Amanda Lago

“I didn’t choose to go into digital, digital chose me!’ says Atienza. She fell into digital while working as an online producer at MTV. There, she saw the way digital allowed for creativity as well as audience participation. Digital was also a chance to one-up the industry veterans who were only just getting to know the medium as well. “[I] realized that I didn’t want to spend my whole career

30

•

learning things that everybody older than me already knew,” she shared. “I wanted to explore an unchartered area and contribute new learning and insights about how this space changes our industry.”

After her MTV stint, Atienza got a call from McCann’s Harrison Communications, where she became the first digital account manager, working with Budjette Tan, who was then Harrison’s creative director, and Donald Lim, then CEO of Yehey. All three eventually ended up at MRM. Atienza shared that digital then was so new that statistics on penetration or engagement were unavailable. Even Facebook ‘likes’ did not exist.

After three years at Harrison, Atienza studied digital media marketing at New York University while working at MRM New York.

“It was my first exposure to international digital work and this opened my eyes to the benchmarks of a global digital agency, with strengths in technology, creative production, and high-level measurement capabilities.”

With that experience and education backing her up, she returned to the Philippines and joined the strategic planning team at McCann, again working with Tan and Lim. During that time, they won digital agencyof-record assignments for Nescafé, Coca-Cola, and BPI. In 2012, she moved directly into MRM, and the trio took the world of digital marketing by storm. “That was our golden

adobo magazine Digital Showcase 2013

year – we were awarded with the Digital Excellence metal at the AOYs and Philippine Digital Agency of the Year by Campaign Asia,” she said, sharing that she also earned awards as Campaign Asia Account Person of the Year and MRM Rising Star at the McCann Worldgroup global awards.

This year, she joined McCann’s Commonwealth agency in Shanghai, doing digital strategic planning for Chevrolet, one of their largest accounts. “The challenge is that digital changes so fast!” she said.

In the Philippines in particular, Atienza sees technology as the biggest challenge. “Our development is tied to the level of advancement of the mass market’s technology adoption.

The desire and appetite are there but most people still can’t afford regular access,” she explained.

But the difficulties of digital don’t seem to faze Atienza, whose passion for the medium is palpable even in an email correspondence.

She explained, “[Digital] is an empowering medium that encourages people to react, participate, give feedback – instant action. It is one of the few channels that is highly measurable, and for several product categories it can “close the loop” or lead to direct sale. You can even optimize it mid-campaign! Digital is so awesome and everybody should be getting their feet wet.”

Play the long game. Establish the baseline of what a brand should be in the digital space even when a campaign isn’t running – the spaces it should be present in and the relevant content. This thinking will lead to longer-term solutions that are truly brand-building.

Look outside advertising for inspiration. What we tend to forget is that digital isn’t a marketing phenomenon; it is a worldwide revolution that affects every individual and businesses. I attended the 140 Conference, which focuses on everyone leveraging the real-time web.

There were speakers from every industry – education, fashion, entertainment, and public service – talking about how they’ve used digital and social technology to change how they conduct business.

adobo magazine Digital Showcase 2013

•

31

DIGITAL CREATIVES

Power Mac Center Your most reliable Apple partner in the Philippines

01 | Visit any of our stores and experience everything Apple, including the latest and must-have accessories.

02 | As the leading premium service provider in the country, we are fully equipped to provide the best support and maintenance for your Apple products.

03 | Would you like to know more about Apple products? Approach our Mac Experts and learn more about your favorite gadget today.

04 | Get Apple Certified with the first Apple training center in the country to offer Apple certification programs and exams for creative and IT professions, as well as non-certification courses to those who wish to expand their knowledge on the OS X and its applications.

Retail Greenbelt 3, The Annex at SM City North EDSA, TriNoma, Robinsons Magnolia, SM Megamall, The Podium, SM Mall of Asia, Festival Supermall, Abreeza Mall, SM City Marikina, Power Plant Mall, Harbor Point, SM City Pampanga, SM City Bacoor, SM City Santa Rosa and SM City Batangas

Celebrating 19 years of serving all your Apple needs.

Power Mac Center distinguishes itself with a commitment to share its expertise in Apple to Filipino customers. With almost two decades of running the business, the company has been esteemed as an Apple Premium Reseller, Premium Service Provider, Authorized Education Reseller, and Authorized Training Center – making it the leading Apple solutions provider in the country.

Our Purpose We give consumers the complete Apple experience - from exploring Apple roducts and accessories first-hand at our retail stores, to providing products that suit personal, corporate or educational needs, to knowledge and skills enhancement through training with our Apple Certified Trainers, to product care and service of the highest standard with our Apple service centers.

Our Mission We provide a digital lifestyle experience to empower customers, enrich their lives and enable possibilities for the future.

Our Vision The preferred company in providing lifestyle consumer electronic products and solutions to partners and costumers in Asia Pacific.

Service Northeast Square Greenhills, Festival Supermall, Greenbelt 3, TriNoma, and Abreeza Mall (+632) 725 4PMC (4762) for Metro Manila or (+6382) 295 3624 for Davao Training 2/L Cedar Executive Bldg. 1, 1006 Arnaiz Avenue, Makati City tutorial@powermaccenter.com / v2training@powermaccenter.com (+632) 553 6399 or (+632) 553 4211 (+63) 908 885 6277

Scan to visit Company Website

Corporate corpsales@powermaccenter.com (+632) 470 1917 to 18 (+63) 917 515 2672 Education academy@powermaccenter.com (+632) 470 1917 to 18 (+63) 917 824 4691

adobo magazine Digital Showcase 2013

•

33

insider’s view

Roshan Nandwani As the group account director for digital at BBDO Guerrero, Roshan Nandwani is on the front line of the digital revolution that is quickly changing the face of modern advertising. Amazingly, it is a position she got into almost entirely by accident.

Words Mikhail Lecaros

“I was a project manager when I started (at BBDO Guerrero) six years ago,” shares Nandwani. “It was my first job, and I was one of the first people in the office who had Facebook. So whenever something to do with digital came up, they would throw it at me! (laughs) But since I was new to advertising and learning about the business, learning about digital at the same time just seemed to be part of the experience!”

34

•

adobo magazine Digital Showcase 2013

What are the biggest misconceptions clients have about embarking on a digital or mobile campaign for their brands?

“That it’s cheap and that it’s easy to produce!” laughs Nandwani. “They’ll say, ’Oh, I have some spare change, let’s do something on digital!’

Another pain point – not just for the Philippines, but for other countries – is the expectation that everything should go viral.

The important thing is having a discussion with a client and being absolutely clear on what their expectations are, as well as their goals for their brand and, based on that, that’s where you can decide what the KPI’s should be, and what numbers to follow.”

So just how far along is the Philippines in terms of being truly competitive on the global digital playing field?

“I think it’s not yet completely there, but it is getting there; over the past six years that I’ve been working in the industry, the questions, wants and needs from clients have definitely changed, so I wouldn’t say that it hasn’t improved, but there’s still a lot of room for growth and improvement.”

The tricky part, said Nandwani, was that, unlike more traditional forms of media, the criteria for standardizing KPI’s haven’t even been locked into place, creating some measure of hesitation – if not outright confusion – on the part of clients looking to break into digital or mobile platforms.

Indeed, says, Nandawni, the Philippines is unique for being a country wherein it was the

consumers leading the push towards digital and marketing endeavors, rather than the other way around.

One area in particular that the Philippine consumer excels in is usage of social networks.

“We’re leading the way in social consumption, yes. Our consumers are using social often, and if you look at marketing as a whole, it’s really interesting when you compare the results of regional campaigns – the Philippines tends to perform better because of Filipinos really being more involved in campaigns online.

That the Philippines is making strides in its digital output is a fact reflected by the country’s performance at recent advertising festivals and awards shows.

However, Nandwani notes, this is not due to the overly technical (or complicated) nature of the campaigns.

“Take something like ‘Smart TXTBKS’,” says Nandwani. “That’s definitely something that’s very, very interesting that’s been done in mobile, and it was done using very simple technology. It’s not something that a Korean would say is brilliant because of the technology; what makes it brilliant is it’s taking of the technology that we have, and using it very, very well. Or take something like, ‘It’s More Fun’, which really leveraged the power of social and how active Filipinos can get.

Just looking at the campaigns the country’s been getting credit for on the international stage shows that we are making progress, but it is still a learning process – not just for us, but the whole world.”

adobo magazine Digital Showcase 2013

•

35

DIGITAL SHOWCASE

Title Active Wheel Rural Missed Call Campaign Agency netCORE Solutions Pvt Ltd Advertiser Hindustan Unilever

Title Alpo’s Toffee Agency MRM Worldwide Advertiser Nestlé Philippines

36

•

adobo magazine Digital Showcase 2013

Title How Colgate Turned the Maha Kumbh Mela into the Maha Tech Mela Agency MEC India Advertiser Colgate-Palmolive India

Title Dream Match Agency OgilvyOne Worldwide Manila Advertiser Clear Men

Title Gerber Foods Agency OgilvyOne Worldwide Manila Advertiser Gerber Foods

adobo magazine Digital Showcase 2013

•

37

Title Go Sakto Agency Wunderman Manila Advertiser Globe Prepaid

Title Huggies Dress ’em cute for a cause Agency Mindshare Advertiser Kimberly-Clarke

38

•

adobo magazine Digital Showcase 2013

Title Lynx Lunar Racer Agency Lynx and Soap Creative Advertiser Unilever

Title Kit-Kat’s The Break Movement Agency MRM Worldwide Advertiser Nestle Philippines

adobo magazine Digital Showcase 2013

•

39

Title Share a Coke and a song Agency Limited and Bascule Inc. Advertiser Coca-Cola Company (Japan)

Title Tweet Surprise Agency Publicis Manila Advertiser NestlĂŠ Philippines

40

•

adobo magazine Digital Showcase 2013

DIGITAL MEDIA

adobo magazine With the media landscape constantly changing and evolving, it can be difficult to keep track of everything taking place. Since 2006, adobo’s various award-winning platforms have distinguished themselves as the Philippine advertising industry’s definitive, go-to source for information. Whether you’re looking for in-depth coverage of up-to-date trade news and emerging trends or extensive, exclusive profiles and showcases, everything you need is here. adobo magazine is represented online by its award-winning dedicated digital platform, www.adobomagazine.com. Supplementing the site are a daily local SMS blast and a thriceweekly newsletter delivering the latest headlines from the world of advertising directly to 35,000 local, regional and international subscribers.

01 | www.adobomagazine.com, the online venue of choice for a targeted audience

• WEBSITE Voted the Most Effective Digital Platform at the 2010 Asian Publishing Awards and winner of the 2010 Philippine Quill Award of the Year for Communication Skills in the Digital and Electronic Category, www.adobomagazine.com is the venue of choice for a targeted audience.

03 | SMS Blast, for daily industry news bites

• E-BLAST Delivering updates, stories and links to the latest stories from the world of advertising, the e-blast delivers twelve major stories, three times a week, direct to subscribers.

• SMS BLAST A daily, bite-sized helping of the day’s breaking news and headlines, delivered straight to subscriber’s phones.

02 | E-Blast, delivering the latest headlines, three times a week

04 | adoboReality app, bringing print pages to life with exclusive content

aR

• ADOBO REALITY An augmented reality app for smartphones and tablets that allows the embedding of exclusive content, directly onto the page.

• ADOBO BOOKS (Online Store) Offering an extensive collection of the latest imported published material on advertising and marketing, including hard-to-find titles and reference material you won’t find anywhere else in the country.

Unit 203 Bldg. 1, OPVI Center, 2295 Chino Roces Extension, Makati City 1231, Philippines (+632) 845 0218 / (+632) 886 5351 (+632) 845 0217

Scan to visit Company Website

sales@adobomagazine.com editorial@adobomagazine.com www.adobomagazine.com adobo magazine Digital Showcase 2013

•

41

DIGITAL SUPPLIER

Ambient Digital First impressions last.

That is what we believe at Ambient Digital Philippines, where an impression is worth more than a view. But we also believe that the second, third, and fourth impressions should also last. We’re here to help you make every one of those impressions count.

Our robust ad network consists of hightraffic and niche local sites to cover a gamut of interests, ensuring that we target ads for the right audience at the right time on the right space.

Our banner ads, both flash and video, literally rise above the clutter. Our banners can even go beyond just promoting brand awareness and into driving action via social media integration and lead generation capabilities that can be accessed from right within the banner itself. All-in-one?

We think so.

And because we have dedicated locallybased publishing and ad operations teams, you can be sure your campaign receives the attention and support it needs. We’ve been able to roll out campaigns within one day from point of initial contact to launch. We’re a lean but not-so-mean, smooth-sailing machine.

We pride ourselves in delivering excellent results, rounded out by a robust reporting system and complete transparency. Thirdparty tracking is always very welcome for your peace of mind.

The top brands and agencies in the country trust us with their campaigns for a very simple reason: we love a challenge and we always overdeliver. Challenge us. Call us today and let us make our impression on you.

Scan to visit Company Website

01 | Measuring 800x500, the Page Takeover rich media/video banner is Ambient Digital Philippines’s most eye-catching banner yet, as with this campaign for Nesfruta.

02 | Our multi-function banners can fulfill every requirement, including data entry, shown on this campaign for Kraft Eden Cheese.

03 | The Ambient Digital Philippines team, led

by Sales Director, Aaron Carreon (third from right).

04 | With the recently-launched in-page banners and soonto-come mobile banners, Ambient Digital Philippines is poised to provide a more rounded online display solution.

05 | Our banners can even integrate social media functionalities, such as Facebook auto-like buttons that allow users to like a brand page directly from our banner.

Unit 801 20th Drive Corporate Center, McKinley Business Park, Bonifacio Global City, Taguig City, Philippines 1643 (+632) 478 8824 / (+632) 808 5534 (+632) 808 5332 James Dalusong - james.dalusong@ambientdigitalgroup.com Aaron Carreon - aaron.carreon@ambientdigitalgroup.com www.ambientdigital.com.ph

42

•

adobo magazine Digital Showcase 2013

DIGITAL CREATIVES

BBDO Guerrero

01 | Department of Tourisim Mobile App: A 365-day calendar that shows you just how much fun it is in the Philippines.

02 | Mountain Dew, ‘Dew Bombs’: A Facebook application that dares you to embarrass yourself on your own social network.

03 | J&J Social: An online venue for modern moms where they can share information and experiences about motherhood.

04 | Pedigree Puppy ‘Popoy’: A Facebook application that taught consumers about puppy parenting.

05 | My Shelter Foundation ‘Liter of Light’: A website that showcased how a simple plastic bottle can give light to many homes across the Philippines.

Established in Manila in 1998, BBDO Guerrero is one of the most internationally recognized creative and digital agencies in the Asia Pacific.

Ranked among the top 50 agencies in the ‘Gunn Report’, it handles some of the most established and respected brands in the country, like Johnson & Johnson, SM, Wrigley, Pizza Hut, Bayan Wireless and Pepsi.

In its 15 years in the industry, the agency has created more award-winning creative and effective campaigns for more clients than any other agency.

11th Floor Insular Life Building, Ayala Avenue, Makati City, 1226 Philippines (+632) 892 0701 (+632) 892 7501

Scan to visit Company Website

Ombet Traspe, Director of Marketing - ombet.traspe@bbdoguerrero.com www.bbdoguerrero.com

adobo magazine Digital Showcase 2013

•

43

Communications planning

A path to the heart of the consumer Swapna Nayak is the regional communications planning director of IPG Mediabrands, focusing on integrated strategy, innovation, content and owned asset development for the agency’s global clients across Asia Pacific.

44

•

New rules for a media complex world Words Swapna Nayak Advertising today is stimulating and captivating a marketplace, posing immense opportunities and challenges for brands to engage and connect with consumers meaningfully.

The digitization of channels, networks, content and devices has led to endless possibilities of how people consume media, broadening up the market-mediaconsumer matrix. This media complexity has disrupted the ability to charm the consumer, thereby spawning a strong need for communications planning.

Communications planning combines the art and science to make a brand visible in a commoditized market. It integrates media, mediums and messages to drive the best possible business results for the brand. It creates a necessary building block for a brand to make informed choices – right from product development to marketing communications.

A comms planner is driven by a fundamental foresight – deliver meaningful brand experiences that create competitive advantage for the brand in a market.

Grounded in a sound consumerinsight strategy a communications planner’s task is to drive collaborations, create unique partnerships between all partners to come together and practice this together for best results.

A comms planner therefore is always on a quest to find what makes a consumer tick; what does a brand stand for and what ultimately determines consumer’s purchase decision to develop an integrated brand experience.

They must be intimately familiar with the various media, marketing and consumer

adobo magazine Digital Showcase 2013

research/ tools; business issues and objectives, its distinguishing factors in the market, where the gaps lie, and more importantly consumer needs, interests and concerns, their purchase behavior about when and where the consumer is most receptive to the brand message and what emotions do these messages evoke. Leveraging these insights, comms planners then develops an integrated strategy that guides: • The Context (identifies moments, situations and environments) • The Content (communication/ creative/ ideas) • The Contact (touch points) for a message to be most relevant and memorable in the marketplace.

Communications planning is not just about how much budget should be moved into digital versus traditional channels; it’s an in-depth understanding of the use, effect and interplay of media on consumers and how they respond to it, to achieve business goals.

The action plan defines

and distinguishes the role each contact point will play to complement the brand’s communication strategy. It must be media-neutral, capable of running across TVCs, cinemas, print, out-of-home or digital and actionable for all communications partners – be it creative agencies, media agencies, digital and even PR agencies.

Competent comms planner clarifies strategic appropriateness of marketing and media channels, and creates differentiated advantages for the brand to secure a winning place in the consumer’s heart to trigger a response. Media is a reservoir of conversations and only a capable comms planner can reverse the pyramid by understanding where the consumers are, what they want and when, who they are sharing with and how. A successful comms plan evolves from a partnership with consumers, not clients. It is a path towards building a long-term relationship with a customer and win their loyalty.

DIGITAL CREATIVES

Central Digital Lab, Inc. The idea of setting up Central Digital Lab, Inc. was conceived in response to the uptake of digital capture and digital delivery of media, which demanded a fresh and new approach from both the advertising and film industries.

The company provides efficient, high quality, post production services such as: 01 | ‘Pyramid’ directed by Mark Querubin Production House: 88storey Films / Agency: DraftFCB / Client: Smart Communications

02 | ‘Reborn’ directed by Sid Maderazo Production House: 88storey Films / Agency: Aspac / Client: Honda Philippines

04 | Co-produced by Central Digital Lab, ‘Sonata’ is a full-length feature film directed by Peque Gallaga and Lore Reyes. Editing, Color Correction, DCP and Visual Effects by Central Digital Lab.

03 | ‘Immortals - Boxer’ directed by Sid Maderazo Production: 88storey Films / Agency: Havas Worldwide Manila / Client: Interbev Philippines, Inc.

05 | ‘Ganito Kami Noon, Paano Kayo Ngayon’ is a Filipino film classic directed by National Artist Eddie Romero. Digitally restored and re-mastered by Central Digital Lab.

• Digital file conversion and management using the Clipster • 16mm and 35mm Film Scanning using the Millenium Film Scanner • Offline and Online Editing using FCP, Avid, Autodesk Smoke and Quantel EQ • Color grading using the Da Vinci Resolve • Motion Graphics, 2D and 3D Animation • Digital Film Restoration • DCI Mastering or Digital Cinema Projection (DCP) Aside from the state-of-the-art equipment that Central currently uses, the Company is manned by expert professionals, whose collective skills were honed by making numerous film and TV commercials, several of which were awardwinning.

Central Digital Lab, Inc. is committed to providing and delivering quality outputs by consistently achieving client’s expectations through a timely and collaborative manner.

More importantly, we take care of our client’s projects from start to finish.

3F Jupiter Center Building, #22 Jupiter St. Bel-air Village, Makati City, Philippines 1209 (+632) 822 2939 / (+632) 822 7981 / (+632) 822 2521

Scan to visit Company Website

Sales and Marketing Film - Riza Cruz Aguinaldo TVC - Yoy Acuña www.facebook.com/CentralDigitalLab adobo magazine Digital Showcase 2013

•

45

DIGITAL CREATIVES A DM9 Interactive Company

Di9it As the market dictated agencies to start going digital, DM9JaymeSyfu brought to life Di9it – a full service digital creative agency.

Despite being new to the industry, Di9it has already proven competence by adding clients like Resorts World Manila, Fonterra, Tanduay Ice, Pharex, Propan TLC, Cignal, and PLDT SME to their roster and earning metals from the toughest international award shows.

DM9-Di9it’s collaboration for Gabriela’s “Bury the Past” has been recognized by Spikes, LIA, Adfest, Epica, Webbys, DAF, and Boomerang Awards to name a few.

Smart TXTBKS has brought home Grand Prixs in Cannes Advertising Festivals, Ad Stars, and Spikes Asia successively.

Their inspiration to integrate culture and quality between DM9 and Di9it has made the agency a creative powerhouse.With the leadership of Carlo Ople, Managing Director, and Eugene Demata, Executive Creative Director, this tandem aims to continue producing work that strive for creative excellence and results.

Scan to visit Company Website

01 | Carlo Ople, Eugene Demata and the rest of the Di9it team

02 | Gabriela ‘Bury the Past’ Campaign

03 | Di9it Pulse

04 | PLDT SME Nation ‘Cloud’ website

05 | Propan TLC website

10/F Salustiana D. Ty Tower, 104 Paseo de Roxas, Legaspi Village, Makati City

(+632) 893 7407

(+632) 893 0899

Carlo Ople, Managing Partner - carloople@dm9-js.com

www.digit-dm9.com 46

•

adobo magazine Digital Showcase 2013

DIGITAL LIFESTYLE

Epson Philippines Corporation

Epson recently alerted the public about a critical specification that customers should ask for when buying a projector.

Find out more about this here: www.epson.com.ph/colorbrightness

Epson’s 3LCD technology has made it the No.1 projector in the world for 12 years running!

WE SHARE THE SAME GOALS – Epson is the Official Office Equipment Partner of Manchester United!

Epson’s first-in-the-world genuine ink tank system printers offer ease of use, reliability, high-quality prints, and the lowest running cost against any branded printer in the market today.

8th Floor, Anson’s Centre, 23 ADB Avenue, Ortigas Center, Pasig City 1605 (+632) 706 2609 (+632) 706 2665

Epson is a global imaging and innovation leader with a product lineup that ranges from inkjet printers and 3LCD projectors to sensors and other microdevices. Dedicated to exceeding the vision of its customers worldwide, Epson relentlessly pursues excellence and innovation to provide customers with compact, energy-saving, high-precision technologies.

Epson Philippines Corporation (EPC) is part of the Epson Group, which has more than 75,000 employees in 97 companies around the world. EPC has an extensive network of more than 70 Authorized Service Centers nationwide with more than 200 dealers and more than 800 shops across the country.

As a strong, customer-focused technology company, Epson listens closely to market needs, and then creates new products to satisfy demand. An example of this is Epson’s new L-Series genuine ink tank system printers, which offer the lowestrunning cost against any branded printer in the market today.

In 2010, Epson forged a partnership with Manchester United, as a result of a natural kinship with the club due to the humble beginnings of both leading organizations.

To date, we have successfully leveraged on the famous football club’s advertising and events platforms to increase our brand awareness. Our strikingly similar CSR objectives of youth development have also motivated us to work together to contribute back to the communities we operate in.

Scan to visit Company Website

www.epson.com.ph www.facebook.com/epsonphilippines adobo magazine Digital Showcase 2013

•

47

DIGITAL SUPPLIER

Interapptiv interapptiv is a creative group of techsavvy individuals with core values and skills steered toward fast Time-To-Market mobile applications for businesses and professionals.

Equipped with rapid application development implementation strategies and powered by cutting-edge cloud-based web technologies, interapptiv is a lean and highly agile company focusing on a single mission statement: to democratize apps for business productivity and digital marketing.. interapptiv believes the country is now surfing an exponentially-growing wave of another industrial revolution brought about by the web and mobile technologies. With the smartphone and PC tablet markets’ rapid growth, mobile app adoption is faster than ever. Businesses can now easily engage with consumers using apps anywhere and anytime with controlled push notifications, promotional content and product offerings. E-commerce and m-commerce create a completely powerful and fast shopping experience. interapptiv develops mobile apps for both Android and iOS platforms as well as widely-accessible browser-based web apps using the latest HTML5 techniques and implementation. With a competent core of software engineers, web developers, graphic designers and several technology partners, interapptiv is able to scale with any project scope and requirements.

Together, interapptiv has a combined technical know-how and marketing experience of more than a decade.

Scan to visit Company Website

01 | interapptiv

02 | APPTIV. web and mobile apps for SMBs and Es

03 | GEAR. Augmented Reality (AR) app development partner

04 | GEAR Cloud. Online streaming AR content

05 | ISKEDYUL.me. Free booking system for everyone

Progress Compound, Osmena Street, Gun-ob Lapu Lapu City, Cebu

(+6332) 360 4057

(+6332) 410 7310 (+63) 908 815 9798 / (+63) 927 406 6058 / (+63) 933 943 4606 jonas@interapptiv.co, info@interapptiv.co

www.interapptiv.co 48

•

adobo magazine Digital Showcase 2013

DIGITAL MARKETING

Global Overview

Driving Digital Performance

iProspect is the global digital performance agency with a proven track record of driving measurable business results by creating customized digital marketing programs.

Top 5 Industries†

Top 5 Industries†

Top 5 Industries†

Top 5 Industries†

Top 5 Industries†

As a percentage of global spending

As a percentage of EMEA spending

As a percentage of APAC spending

As a percentage of North America spending

As a percentage of Latin America spending

RETAIL

iProspect AUTOMOTIVE

TELECOMS & MOBILE 10

AUTOMOTIVE

FINANCE

FINANCE & INSURANCE 9

TRANSPORT & TRAVEL 11

CONSUMER ELECTRONICS 12

PERSONAL & HEALTHCARE 4

ENERGY & UTILITIES 9

FMCG

21

57

17

billion

in billings‡

2,000+ clients†

Q2 2013

7

†

As a percentage of total revenue, by service line

As a percentage of total revenue, by service line

As a percentage of total revenue, by service line

PAID SEARCH PERF DISPLAY 18

NATURAL SEARCH 17 SOCIAL MEDIA MANAGEMENT 3 ANALYTICS 3

ANALYTICS 5

STRUCTURED DATA & FEEDS 3

CONVERSION OPTIMIZATION 4

CONVERSION OPTIMIZATION 2

AFFILIATE MANAGEMENT 2

01 | Global of APAC infographics

29% MEDIA & ENTERTAINMENT 21

PERSONAL & HEALTHCARE 8

SPORTS

FINANCE & INSURANCE 2

TELECOMS & MOBILE 8

ENERGY & UTILITIES 2

ALCOHOLIC BEVERAGE 7

12

†

†

As a percentage of total revenue, by service line

As a percentage of total revenue, by service line

PAID SEARCH

PAID SEARCH

PAID SEARCH

47%

PERF DISPLAY 17

*Updated Monthly †Updated Quarterly ‡Updated Annually

AUTOMOTIVE 50%

AUTOMOTIVE 27

iProspect creates customized and integrated APAC Revenue programs North America digital marketing that drive Latin America Revenue Revenue dramatic and measurable business results.

As a leading global digital marketing agency, we are customer ambassadors, developers of winning technology formulas for clients’ unique needs, and facilitators of exponential business growth. Since 1996, this has been the company’s commitment – Driving Digital Performance.

In the Philippines, iProspect offers SEO, PPC, Performance Display, Social, and Mobile. We use proprietary tools that enable us to track your brand’s ROI and effectiveness based on reach, conversion, and brand impact.

EMEA Revenue†

52%

$1.2

18

Global Revenue†

PAID SEARCH

years digital experience

24

12

1,748

employees*

RETAIL

26%

17%

FINANCE & INSURANCE 15

AUTO

offices across 40 countries*

TRAVEL

TELECOMS & MOBILE 34%

Snapshot

78%

57%

58%

NATURAL SEARCH 36

NATURAL SEARCH 18

PERF DISPLAY 8

NATURAL SEARCH 17

PERF DISPLAY 3

PERF DISPLAY 17

NATURAL SEARCH 6

SOCIAL MEDIA MANAGEMENT 5

SOCIAL MEDIA MANAGEMENT 3

STRUCTURED DATA & FEEDS 4

SOCIAL MEDIA MANAGEMENT 6

MOBILE STRATEGY 2

ANALYTICS 1

SOCIAL MEDIA MANAGEMENT 1

03 | Honda Financing Option Case Study (Search Engine Marketing)

02 | adidas ‘Boost’ Case Study

(Mobile Rich Media)

04 | Client Testimonial from Jason Gervasio of adidas Philippines

10/F Liberty Center Building, 104 H.V Dela Costa Cor. L.P Leviste Sts. Salcedo Village Makati City, Philippines 1227

Scan to visit Company Website

(+632) 750 0989 Shayne.Garcia@iprospect.com Angelito.Pangilinan@carat.com www.iprospect.com adobo magazine Digital Showcase 2013

•

49

DIGITAL CREATIVES

Jump Digital Inc. The right digital agency with the leading edge talents in creative, tech, marketing and strategy. Jump Digital Inc. is composed of some of the best digital practitioners in the country and is among the fastest growing digital agencies.

Officially launched last July 2013, they are already providing services to the top players in the market, including Tanduay, Air Asia, Japan Tobacco International, Viventis Search Asia, McCormick Philippines, International Pharmaceutical Inc. and a couple more incoming clients.

Their end to end service includes: website development, Facebook apps, mobile apps for both Android and iOS, campaign and marketing strategy, creative designs, CRM, social media listening and monitoring, web analytics and they also provide Digital Marketing 101 classes to their clients.

Scan to visit Company Website

01 | AirAsia’s ‘Fly in Six Seconds’ Campaign, which was run end to end by Jump Digital. This campaign helped gain 78,000 fans in 10 days for their Facebook fanpage.

02 | Digital Campaigns for Tanduay Rhum

03 | Tanduay Rhum Facebook page, gained 180,000 fans in 2 months.

04 | End-to-end deployment of Winston

Philippines official website.

05 | Mobile game apps for Mevius and Winston

16/F OMM-Citra Building, San Miguel Avenue, Ortigas Center, Pasig City (+632) 584 7358 (+632) 310 9173 Jed Marcaida, General Manager - jed.marcaida@jumpdigital.ph

50

•

adobo magazine Digital Showcase 2013

movent

DIGITAL MARKETING

Movent

01 | ‘NOMAD’ is Movent’s in-house monitoring system that geo-locates consumer sentiment, volume, and support metrics.

02 | HIVE cross-analyzes the performance of your brand across six interrelated metrics.

03 | Tap Out Pain, the country’s first mobile/tablet app to integrate a web-based loyalty component, was developed for Medicol Advance.

2101 Antel Corporate Center, 121 Valero St., Salcedo Village, Makati City, 1227 Philippines

Movent. Always moving. Always evolving.

Always progressing.

Movent is the Philippines’ largest digital marketing agency, with a staff of over 120 employees. With a complete range of digital experts under one roof, strategic, creative, social media, production, and analytics services are all done in-house.

This innovative structure is just one factor that led to the aquisition of a majority stake by the British advertising network WPP. The acquisition was made through WPP’s media investment arm, GroupM. One of our many innovations includes a proprietary monitoring system called NOMAD. This software uses geo-location to identify customer service issues, positive and negative sentiments and even customer activities, to aid strategy and online reputation management.

Another intelligence platform that Movent developed in-house is called HIVE. This system measures and analyzes the performance of a brand across six interrelated metrics, to achieve a more holistic and balanced social intelligence reporting.

Movent also developed a groundbreaking interactive marketing platform for Medicol Advance. To help the brand reach a younger, more digitally-savvy market of 20-something yuppies, Movent created ‘Tap Out Pain’, the country’s first mobile and tablet application to integrate a web-based loyalty component. The game entertained users while helping Medicol Advance achieve double-digit improvement in consumer awareness for its new proposition. #TapOutPain trended on Twitter with 4,657,600 impressions, while sell-in sales driven by the loyalty program increased by P1.06M in Mercury Drug and Watsons. This is just one of many examples that show how Movent can move your consumers, and move your brand.

Scan to visit Company Website

(+632) 812 5708 / (+632) 887 5990 / (+632) 812 5883

Laurent Goirand, CEO - laurent.goirand@movent.com

adobo magazine Digital Showcase 2013

•

51

DIGITAL MARKETING

Megamobile Inc. Since 2005, we have helped clients achieve business objectives by providing digital marketing solutions for Customer Awareness, Engagement and Conversion to the Connected Generation.

Megamobile is a member of The Inquirer Group of Companies.

WE PLACE BRANDS ON MULTISCREENS We create compelling digital marketing solutions using cross platform technologies that enable seamless brand experiences.

DIGITAL ADVERTISING Make your print ads work harder for you.

Engage print readers through Augmented Reality contents. Extend Your Brand Message, Start A Conversation and Go Viral.

01 | Digital Publishing

APPS DEVELOPMENT We’ve developed mobile apps that virtually allow users to book the most sought after show tickets, plan event itineraries and access anything about your brand at a touch of their mobile devices or smart TVs. INTERACTIVE VOICE SERVICES Attending to customer service inquiries, recording voice promo entries, receiving a greeting, or simply getting information through a call is made easy with our Virtual Call Center Platform. We set up and maintain your voice services at a fraction of call center costs.

MOBILE V.A.S. Megamobile Inc. distributes content you can download from all mobile networks–from the latest in indie music to hot-off-the-press alerts from the Inquirer newsrooms.

Get personal and make that deeper connection using direct and customized communications with branded text message and group messages delivered through our premium/unified short code 2948. Tally votes on the fly, stage promos that are easy to join, aggregate entries with absolutely no hassle, and measure campaign success through up-to-date reports–all through our Mobile Promo & Voting Platforms.

Scan to visit Company Website

02 | Sample Mobile Apps

03 | TV Apps

04 | Content Distribution

05 | Mobile Value Added Services

3F Media Resource Plaza, Mola cor. Pasong Tirad Sts., Makati City, Philippines (+632) 519 6298 info@mymegamobile.com www.mymegamobile.com

52

•

adobo magazine Digital Showcase 2013

DIGITAL MARKETING

NuWorks Interactive Labs, Inc. NuWorks Interactive Labs, Inc. is a humanist digital agency. Its creative philosophy is Storyteching, which is the simple but innately powerful idea of telling human stories through creative technology.

The company is crazy about stories, which is why it puts humanity at the core of everything it does in this tech-driven industry. Led by creativitiy, disciplined by strategies, and equipped with technology, its goal is to create campaigns that will inspire and move people.

NuWorks is a full-service agency that will future-proof your online and mobile brand equity through content marketing, mobile solutions, a social command center, performance-based media acquisition and big data analysis.

These capabilities are constantly being augmented and improved, keeping the company on its toes and ready to ride the next big wave, digital or otherwise. The same goes for its arsenal of creative technology.

NuWorks has won a significant number of awards over the years. Among these are an Internet & Mobile Marketing Association of the Philippines (IMMAP) Bronze Boomerang in 2013 for the Nestlé ‘Crunch Fun Philosophy’ campaign and the Best Advergame award for the Purefoods Tender Juicy Hotdogs ‘Shop for Mommy’ game app in the Philippine Game Development Festival (PGDF) 2012.

Scan to visit Company Website

01 | Nestlé Crunch: ‘Fun Philosophy’ (Integrated campaign)

02 | Skyflakes: ‘5 Minutes To Fit’ (Kinect vending machine)

03 | Goldilocks: ‘PaBITBITin’ (Interactive online game)

04 | Resorts World Manila: ‘Grand Hotel Giveaway’ (Facebook application)

05 | Belo Men: ‘1-UP Battle’

(Mobile-first responsive website)

Unit 401 Amberland Plaza, Julia Vargas Avenue, Ortigas Center, Pasig City, Philippines 1226 (+632) 470 5802 hello@nuworks.ph www.nuworks.ph

54

•

adobo magazine Digital Showcase 2013

Is your brand digitally mature?

Donald Lim is chief digital officer and head of the Online Media Group of ABS-CBN and boasts extensive experience, arriving at the role after transforming MRM Manila into a digital operation while he served as its managing director and McCann Worldgroup’s chief innovation officer.

Know where your brand is at before you start Words Donald Lim

The past year has seen major brands rushing to create social media accounts, as Facebook and Twitter have shown massive uptake in the Philippines.

However, as the dust settles, brands are now asking if the work they have done on digital is worth it. Some brands have achieved tremendous success in digital, while others are wondering if they are on the right track.

Organizations today have already hired digital officers to prepare them for the digital future.

But these marketing officers, who are on their own, are struggling in deciding where they should start. Should they have a website, Facebook page, and CRM program at the same time, since all can require the same back-end work, or should it be a slow but sure build?

To know where to start, a marketer needs to know where the organization is right now.

This is where a Digital Maturity Model can help in analyzing how “mature” your organization is when it comes to digital

marketing. Each stage would define what digital asset is present, and can serve as a checkpoint. Other metrics would be the key performance indicators used in measuring digital, or who in the organization leads digital programs. There are basically four stages of maturity: 1. The Fundamental Stage is basically the experimental phase, where organizations are just trying out digital marketing. They would usually have a website or a Facebook page, and would measure their results on page views and traffic. They usually have a creative and a programmer from the IT department working on digital programs. Digital marketing is done because everyone is doing it.

2. As the organization gets a better feel of digital, they move to the Tactical Stage or the marketing phase. Their digital presence is now used for digital marketing, and they would usually ask for more than ‘likes’ on Facebook or traffic on their websites. In fact, at this stage, a

marketing person will take the lead in digital programs and will focus more on conversions of their digital assets – such as the number of people who click and inquire, or become fans and then engage the app.

3. At the Integrated Stage or the digital synergy phase, digital assets are already integrated with each other. Websites lead to Facebook pages, and mobile apps lead to websites, among other permutations. By this stage, a senior organizational leader like the CMO usually takes the lead, and will focus on making digital work harder. They would usually have a digital architecture in place and invest in social listening and conversations. At the same time, they would already expect digital to help solve business problems.

4. By the final Optimal Stage or the customer synergy phase, digital is now led by the boardroom, and is one of the main agenda items in management discussions as the core driver of the business strategy. The use of digital tools and assets are dependent on the customer, given that the organization has a clear picture of what the customer wants and have created platforms to communicate to them. At this stage, digital marketing is perfectly integrated into the overall marketing mix, and customer relationship management is implemented with a single view of the customer.

An organization can consider using this model to move from one stage to the next, as they grow from experimenting with digital, towards succeeding in their business through digital.

adobo magazine Digital Showcase 2013

•

55

DIGITAL SUPPLIER

OpenRice Philippines, Inc. OpenRice.com is an online dining guide with a comprehensive restaurant search engine and a platform for users to write reviews on restaurants they have visited. Founded in Hong Kong in 1999, OpenRice has further established its presence in major cities across Asia: China, India, Indonesia, Malaysia, Philippines, Singapore, Taiwan and Thailand.

OpenRice.com in the Philippines is a powerful restaurant search engine wherein users can read and write reviews on restaurants. Our site features a data base of over 80,000 restaurants and other food establishments plus more than 40,000 dining reviews in Metro Manila, Cebu and selected provinces. Our database is categorized by cuisine, district, and price range to allow users to quickly and easily find their favorite restaurants. Users can learn more by going through each restaurant reviews and photos, and even bookmark their favorite ones. We welcome all food lovers to participate in our community by posting restaurant dining reviews and sharing dining experiences with each other.

Food Searching Made Easy OpenRice.com is designed to maximize restaurant market potentials. Its categorized format and multimedia feature provides precise and targeted marketing demographics while the instant communication tools make way for interactivity between restaurant owners and its consuming market. The accessible and convenient Internet medium makes it possible for our visitors to search for food options and share their views with other food enthusiasts online.

Scan to visit Company Website

01 | OpenRice.com: Find where to eat. Write dining reviews.

02 | Download the ‘OpenRice’ app on iOS or Android mobile phones and tablets.

03 | Web hosting services for restaurants or food businesses.

04 | Foodies get together for food-tasting events by restaurant sponsors.

05 | Free seminar for restaurant owners & managers on Online Marketing.

17/F One Corporate Center, Meralco Avenue corner Julia Vargas Avenue, Ortigas Center, Pasig City (+632) 637 7632 (+632) 637 7632 loc. 250 marketing@openrice.com.ph sales@openrice.com.ph www.openrice.com

58

•

adobo magazine Digital Showcase 2013

DIGITAL Marketing

Performics Philippines

01 | Performics Philippines team with 8 Google Certified Professionals, Advance in Search and Display Advertising.

02 | Performics is the only media agency in the Philippines, who has met the Google Certified Partner requirements

03 | Founded in 1998, named “original performance marketing firm” and a “Leader” by Forrester Research

04 | The Participation Way activates three interrelated elements to motivate people to participate

05 | Performics is a ZenithOptimedia company and the performance marketing agency of the Publicis Groupe

The Enterprise Center, 6766 Ayala Avenue, corner Paseo De Roxas Avenue, Makati City

DISCOVER, EMPOWER, CONNECT Performics’ approach transforms consumers into active participants for your brand by capturing their interest, empowering them to contribute, and developing meaningful relationships that keep them involved. Our work creates a marketing environment that fulfils your customers’ desire to seek challenges and discover new things, yielding greater returns for your business.

About Performics Performics is the first global performance marketing company partnering with Clients in making smart decisions that improve ROI. Founded in 1998, Performics is a global leader in performance marketing, recently named a “leader” in the 2012 Forrester Wave™: US Search Marketing Agencies report and won best agency in the 2012 European Search Marketing Award.

Performics Philippines was launched in June 2013 under ZenithOptimedia Philippines, insuring a unique integrated approach to digital campaigns. Led by Albet Buddahim, formerly Procter & Gamble Asia Digital Business Platform Leader, our performance specialists are Google Certified Professionals, Advance in Search & Display Advertising and Facebook Pages and Ads Experts. Coupled with our best in class tools, we deliver the most effective digital campaigns at the lowest costs.

Proof of this is our quickly growing list of clients that includes Nestlé Philippines, BPI, Nissan, L’Oréal, Sanofi, JS Unitrade, Amaia, Avida and Galinco.

Scan to visit Company Website

(+632) 575 0335 (+632) 575 0310 Albet Buddahim - Albet.Buddahim@performics.com (+63) 917 810 5122

adobo magazine Digital Showcase 2013

•

59

DIGITAL CREATIVES

Publicis JimenezBasic We’ve always been about getting things up and running.

We’ve always been about results.

We’ve always been about integration.

We’ve always been about work that is effective through the line.

And, we’ve always been concerned about your bottom line.

We are all about your business.

From social to development to listening to analytics, we are as much a FULL-SERVICE DIGITAL agency as we are a FULL-SERVICE ADVERTISING agency.

01 | Cebu Pacific ‘The Big Juan’ Social Media Campaign

We make full use of our global network’s capabilities.

We are able to provide solutions borne of regional collaboration, without losing sight of what works locally.

Today, a 360 campaign just won’t cut it.

It’s all about the one integrated program that cuts through.

The stuff that people will care about and share.

02 | Globe ‘GoSakto’ Mobile Experience

03 | Jollibee ‘Amazing Aloha’ Facebook App

04 | SkyFlakes Fit ‘5 Minutes to Fit’ Kinect Activation

05 | Globe ‘What An MB Can Be’ Video Walkthrough

We are that one team.

We’re all about getting things done.

We are all about leading the change.

Scan to visit Company Website

130 Dela Rosa Street, Legaspi Village Makati City, Philippines 1229 (+632) 856 0729 (+632) 325 0286 andrew.garcia@publicisjimenezbasic.com.ph

www.publicisjimenezbasic.com

60

•

adobo magazine Digital Showcase 2013

Benchmark disconnect Joe Nguyen is senior vice president, Asia Pacific for comScore Inc. He has more than 15 years of sales experience in the region and is an active thought leader in the industry, holding a seat on the Leadership Council of the Interactive Advertising Bureau, Singapore.

Multi-screen world creates measurement challenges Words Joe Nguyen

An explosion in the demand for apps and online video, a social media revolution, emergence of faster mobile networks and affordable smartphones have gotten us to the point where consumers who have a smartphone or a tablet can’t imagine their lives without these devices and their apps.

People are using more than one device throughout the day for media consumption. With phones getting bigger and tablets getting smaller, the line between mobile and tablet is blurring. The pace at which new devices and operating systems appear on the market is baffling. This array of choices offers users a seamless digital experience across devices and platforms, where content are available anytime and anyplace.

Mobiles rule the morning and evening commute, while PC takes up work hours and tablets rule the evening’s entertainment.

TV is still King, and it takes up the lion’s share of media consumption, however alternative

screens are addictive. Recent reports clearly suggest that media consumption in the multi device world is not a “zero sum game”.

Digital channels complement TV and social media amplifies engagement opportunities with viewers. People are spending more time consuming media than they have ever before. Increase in media consumption and use of multiple devices are providing marketers more opportunities to engage with their audiences, but it also poses new problems.

Measurement of different platforms are disparate and do not fuse in any meaningful, usable form. Each platform uses its own benchmarks, and they don’t align to provide a single de-duplicated audience. This problem throws up some critical questions for marketers, media planners and publishers: Can this disconnect be solved? Does it even matter?

For direct response campaigns based on CPA models, this has no bearing. But to branding, which is about reach, frequency and

targeted audience, reaching a single multi-platform audience is of paramount importance.

Holistic reporting should provide a unified, platformagnostic view of consumer behavior. The key to a holistic view of digital media consumption lies in using census-level digital data to bind together different media platforms into a unified view of the digital consumer.

While panels will continue to provide quality person-based estimates, it is the digital census data that will help solve the crossplatform audience overlap puzzle. comScore’s innovative approach to this problem has created the industry’s first-ever unduplicated multi-platform measurement system that successfully traverses four different screens.

For these solutions to work in our part of the world, the established local publishers will need to tag all their assets across web and mobile, including apps, so that they are in a better position to tie them together.

Helping them understand their own users better and in turn helping marketers buy a deviceand platform-agnostic audience.

This is but a first step towards helping marketers validate who they are reaching and how effective their dollars are being spent. We will move to an industry where marketers can craft a brand story across different platforms for each consumer segment and deliver it based on an individual consumer’s device profile. Then we can truly start to fully take advantage of locationbased targeting, to understand customer lifetime value, and to measuring total effectiveness of the overall marketing budget.

adobo magazine Digital Showcase 2013

•

61

TELECOMMUNICATIONS

SMART Smart Communications, Inc. (Smart) is the Philippines’ leading wireless services provider with 54.2 million subscribers on its GSM network as of end-2012.

A wholly-owned subsidiary of the country’s dominant telecommunications carrier, the Philippine Long Distance Telephone Co. (PLDT), Smart and its subsidiaries operate a nationwide cellular network, a wireless broadband service, a satellite phone service and mobile commerce services.

Smart has the most extensive and modern digital communications GSM network and infrastructure in the country— operating 10,509 cell sites, 13,149 cellular/ mobile broadband base stations, and 2,806 fixed wireless broadband-enabled base stations, covering all of the country’s 1,634 cities and municipalities.

Smart offers the widest array of cellular service brands designed to address the needs of different market segments. Its subsidiary Smart Broadband, Inc. (SBI) offers a wireless broadband service, Smart BRO, with over 1.73 million subscribers as of end-2012.

Smart has built a reputation for innovation, having introduced world-first wireless services, including Smart Money, Smart Load, Smart Padala, the Netphone, and Smart LTE — the world’s first multi-band LTE service.

Smart Tower, 6799 Ayala Avenue, Makati City

Michelle D. Bustamante - MDBustamante@smart.com.ph Leah Camilla R. Besa-Jimenez - LBJimenez@smart.com.ph

62

•

adobo magazine Digital Showcase 2013

DIGITAL SUPPLIER

Spinweb Productions, Inc. 13 years of Quietly Webbing Around

01 | Enterprise level information consumerised

02 | standardized customization concept, freedom of design in a standardized environment

03 | E-commerce with deep and multiple back end integrations

04 | Massive amounts of information, contributors, users, and content types

05 | High gloss, multi function website and sales tool rolled into one

3rd Floor Don Pablo Building 114 Amorsolo Street, Legaspi Village Makati City, Philippines 1229

(+632) 892 9664

Though not yet on the industry’s lips, Spinweb has made some of the biggest websites in the Philippines (ABS-CBN News, and, more recently, the Ateneo de Manila University and SM Appliance sites).

For the last thirteen years, Spinweb has focused on delivering its services without much self-promotion. This led to a certain type of invisibility that most marketers cringe at, but to its owners, that was a clear indication of the way Spinweb treated its role in the clients space. Basically, Spinweb was a service that should be made to stay invisible to everyone but the client.

Over the last year or so, Spinweb has been quietly working with agencies to take up the development slack created by the sudden surge in digital projects. And with its increased presence in the agency spaces, Spinweb has found itself coming out of the closet by partnering with the biggest purveyor of agency news, trends, and other naughty bits, adobo magazine.

The partnership would be as interesting as it was complex. Spinweb would take the opportunity to partner with adobo, whose content needed and deserved more than the traditional boxes that make up most websites. At the same time, adobo would be partnering with a web dev company that wanted to and could do more than just the traditional boxes that most clients wanted.

Scan to visit Company Website

www.spinweb.ph

adobo magazine Digital Showcase 2013

•

63

DIGITAL CREATIVES

Tribal Worldwide The acclaimed, global digitally-centric agency opened its doors in the Philippines in 2008 and continues to be on the leading edge of digital strategy, marketing, and innovation for the Philippine market, tapping into the rising potentials in social media, emerging technology and platform integration.

Tribal Worldwide Philippines changes the game in full-coverage digital by providing clients with an intimate and specified experience for their brand, sporting an expansive range of services, from integrated brand strategy and communications planning to social media and mobile marketing.

An industry frontrunner, Tribal Worldwide Philippines hones itself in the creation of innovative yet insightfully compelling creative ideas and campaigns for the modern, digitally native Filipino consumer, handling some of the most established and progressive brands in the country, including Smart Communications, PLDT, Philam Life, Huawei and Fonterra.

Tribal Worldwide Philippines is a social innovator, having introduced Radar, the first and only specialist social media consultancy and activation service in the country. Radar brings to the table end-to-end social media and command service, with capable development, digital media and performance planning teams on-board to provide brands with cutting-edge results in social creativity and social content development and management.

As a pioneer in the digital horizon, Tribal Worldwide Philippines continuously strives to offer its clients the most efficient and specialized digital servicing in the country, aiming to expand both clients’ business and innate capability to influence consumers and culture.

Scan to visit Company Website

01 | Smart’s ‘Live All Out Boracay’ enabled youth nationwide to participate in an exclusive local event through a first-of-its-kind and top-trending worldwide, interactive livestream.

02 | The first Philippine pregnancy app that acts as a proactive mentor and guide for mothers during their first steps in the most important journey they will ever take.

03 | A modern and fresh design to reintroduce a traditional brand to the young market.

04 | Radar is a turnkey solution providing clients with a strategically oriented approach to capitalizing on marketing opportunities in the social media space.

05 | A viral campaign that showed how to make the moves on mobile internet for only P 15/ day, earning millions in sales, smashing all KPIs.

16th Floor Two World Square, #22 Upper McKinley Road McKinley Hill, Fort Bonifacio, Taguig City, Philippines 1634 (+632) 856 9314 John Lucas, Managing Director - john.lucas@ph.tribalworldwide.com

64

•

adobo magazine Digital Showcase 2013

DIGITAL SUPPLIER

Xend

01 | No.1 e-commerce shipping partner in the Philippines

02 | Most trusted logistics e-commerce partner in the Philippines

03 | myXend: the most reliable and userfriendly system for e-commerce merchants

04 | Shipping Made Easy and Affordable

05 | Xend: Built for e-commerce

340 Dr. Jose Fernandez St., Mandaluyong City

Xend Business Solutions is a logistics company primarily serving the eCommerce industry. The company provides international and domestic courier services that are enabled by powerful and innovative online shipping tools designed to meet the industry’s logistics needs.

Xend was founded in 2004 by Bjorn Pardo, Since its inception, the company has invariably positioned itself to become the preferred logistics partner for eCommerce, through its introduction of cutting-edge innovations to better serve the logistics requirements of the eCommerce industry, starting with the release of its myXend Shipping Platform and the myXend Trust Badge, and continuing today with its latest offerings of its UnliPak Pouches and its Back-pouch advertising.

Today, Xend services over 70,000 online merchants and top eCommerce companies such as Zalora.com.ph, Toy Kingdom, eBay.ph, National Bookstore, and the ABS-CBN Online Store.

Scan to visit Company Website

(+632) 211 4124 Kristoffer Yabut, Marketing Manager - info@xend.com.ph www.xend.com.ph

adobo magazine Digital Showcase 2013

•

65

66

•

adobo magazine Digital Showcase 2013

DIGITAL SUPPLIER

Yehey Digital Group Yehey! Corporation is a publicly listed digital marketing agency in the Philippines, helping brands develop, engage and profit from building relationships with their customers.

Yehey! blends technology, media, marketing, creativity, imagination and analytics to ignite emotional bonds between people and brands.

Yehey! is made up of a group of highly skilled, fun-loving individuals who work closely together across a wide spectrum of digital disciplines to deliver commercially successful solutions that are as unique as our clients’ business. We make ideas come to life as websites, interactive content, applications and social interactions. Our goal is to create engaging experiences that are sure to delight your audience.

01 | Yehey Listing at the Philippine Stock Exchange

02 | Enfa Mama Mobile App for Expecting Moms

03 | Grown Lactum Facebook page to be the biggest community in the category

04 | Nivea For Men Like A Pogi Campaign with Ramon Bautista

05 | Developed and Implemented Wi-Fi Advertising Systems for SM Malls Nationwide

1801 East Tower Philippine Stock Exchange Center, Ortigas Complex, Pasig, Metro Manila

Scan to visit Company Website

(+632) 620 2300 Jay Arellano - jay@teamyehey.com www.yeheydigitalgroup.com

adobo magazine Digital Showcase 2013

•

67

Index 1DMG T: (+632) 584 9981 info@1dmg.com.ph facebook.com/onedmg twitter/1DMG_PH ADOBO MAGAZINE T: (+632) 845 0218 (+632) 886 5351 sales@adobomagazine.com editorial@adobomagazine.com www.adobomagazine.com AMBIENT DIGITAL T: (+632) 478 8824 (+632) 808 5534 james.dalusong@ambientdigitalgroup.com aaron.carreon@ambientdigitalgroup.com www.ambientdigital.com.ph BBDO GUERRERO T: (+632) 892 0701 ombet.traspe@bbdoguerrero.com www.bbdoguerrero.com CENTRAL DIGITAL LAB T: (+632) 822 2939 (+632) 822 7981 (+632) 822 2521 www.facebook.com/CentralDigitalLab COMSCORE learnmore@comscore.com www.comscore.com DIGIT T: (+632) 893 7407 carloople@dm9-js.com www.digit-dm9.com DIGITAL BUTTER T: (+632) 728 1850 (+632) 621 6135 www.digitalbutter.asia EPSON PHILIPPINES CORPORATION T: (+632) 706 2609 www.epson.com.ph www.facebook.com/epsonphilippines INTERAPPTIV T: (+6332) 360 4057 jonas@interapptiv.co info@interapptiv.co www.interapptiv.co iPROSPECT T: (+632) 750 0989 Shayne.Garcia@iprospect.com Angelito.Pangilinan@carat.com www.iprospect.com 68

•

adobo magazine Digital Showcase 2013

adobo Magazine | Digital Showcase 2013

JUMP DIGITAL INC. T: (+632) 584 7358 jed.marcaida@jumpdigital.ph MEGAMOBILE INC. T: (+632) 519 6298 info@mymegamobile.com www.mymegamobile.com MOVENT T: (+632) 812 5708 (+632) 887 5990 (+632) 812 5883 laurent.goirand@movent.com MRM MANILA T: (+632) 814 0409 manilasales@mrmworldwide.com MYPHONE T: (+632) 837 0195 www.myphone.com.ph facebook.com/myphone NUWORKS INTERACTIVE LABS, INC. T: (+632) 470 5802 hello@nuworks.ph www.nuworks.ph OGILVYONE WORLDWIDE T: (+632) 238 7000 elly.puyat@ogilvy.com www.ogilvy.com ONMEDIA T: (+632) 929 7356 info@onmedia.ph www.onmedia.ph OPENRICE PHILIPPINES, INC. T: (+632) 637 7632 marketing@openrice.com.ph sales@openrice.com.ph www.openrice.com PERFORMICS PHILIPPINES T: (+632) 575 0335 albet.buddahim@performics.com PHILIPPINE DAILY INQUIRER (+632) 897 8808 feedback@inquirer.com.ph www.inquirer.com.ph POWER MAC CENTER T: (+632) 729 7128 (+632) 757 3858 sales@powermaccenter.com www.powermaccenter.com

PUBLICIS JIMENEZBASIC T: (+632) 856 0729 andrew.garcia@publicisjimenezbasic.com.ph www.publicisjimenezbasic.com SMART MDBustamante@smart.com.ph LBJimenez@smart.com.ph SPINWEB PRODUCTIONS, INC. T: (+632) 892 9664 www.spinweb.ph SULIT.COM.PH T: (+632) 477 8548 T: (+632) 470 1876 advertise@sulit.com.ph support@sulit.com.ph www.sulit.com.ph THE HAND CREATIVE TECHNOLOGY T: (+63) 920 961 1959 interact@thehandcreative.com www.thehandcreative.com THE PHILIPPINE STAR T: (+632) 527 7777 contactus@philstar.com.ph digitaledition.philstar.com TRIBAL WORLDWIDE T: (+632) 856 9314 john.lucas@ph.tribalworldwide.com WUNDERMAN T: (+632) 864 8735 Apple.Galvez@wunderman.com ChayMS@wunderman.com www.wunderman.com.ph XEND T: (+632) 211 4124 info@xend.com.ph www.xend.com.ph YEHEY DIGIAL GROUP T: (+632) 620 2300 jay@teamyehey.com www.yeheydigitalgroup.com