adobo magazine | January - February 2011

___ www.adobomagazine.com

___ A magazine on Advertising, Design, & Brand Communications.

LEADING A CREATIVE RENAISSANCE Tony Granger, Y&R Global Chief Creative Officer Issue 31 January - February 2011

PROJECTIONS 2011 AGENCY PROFILE BBH Asia Pacific Creative Review Masako Okamura Dentsu Japan

PROFILES Matthew Godfrey Y&R Asia Pacific

2011 TREND FORECAST

Eugene Cheong O&M Asia Pacific

TINTA PRINT AWARDS 2010

ADFEST 2011 PRIMER

ARAW VALUES AWARDS Jarek Ziebinski Leo Burnett Asia Pacific

GREENWICH

Philippines Indonesia Malyasia Singapore Hongkong Thailand

P180 IDR 100k MYR 15 SGD 180

Contents DIGITALSCAPE

COVER STORY

66

Tony Granger Y&R Global Chief Creative Officer

Top Stories

02

04 06 08

Editorial Team

112

The Future of Facebook Marketing Campaigns

PROFILES adobo wins Award of the Year at the 2010 Philippine Quill Awards

TBWA\SMP is Agency of the Year at the Tinta Print Awards

40 48

Matthew Godfrey Y&R Asia Bruce Haines Cheil Worldwide

54

Eugene Cheong Ogilvy & Mather Asia Pacific

Paul Roebuck returns to Saatchi & Saatchi

58

Jarek Ziebinski Leo Burnett & Arc Asia Pacific

96

Joe Celia G2 Worldwide

10

2010 Araw Values Awards

19

A short history of the “Pilipinas Kay Ganda” tourism slogan

22

Greenwich: The Phenomenal Cheesy Campaign

73

Ace Saatchi & Saatchi wins at the 25th LIA

Marketing & Events Associate Joshua Adriano

Associate Editor Abby Yao

Events & Circulation Associate Regina Cortez

Art Director Lech Velasco

Digital Manager Chester Dela Paz

Senior Correspondent Copy Editor Harry Mosquera

Contributing Writers Bujit Tesoro Jamie Ortega Mike Saycon Iggy Javellana Barny Rivera Marjorie Teresa Perez Aries Espinosa Marlet Salazar

Columnists Cid Reyes Bong Osorio

DDB Group Philippines enters 2011 with new chiefs

LOCAL

Editor-in-chief Angel Guerrero

Writer Mia Marci

Contributing Photographers Jar Concengco Carlo Claudio Bob Guerrero Mark Nicdao Nykko Santos Wesley Villarica

Editorial Assistant Kiten Capili Advertising & Marketing Jellic Tapia, Manager Bambi Bamba, Coordinator

For advertising, sales, editorial, and general inquiries, please get in touch.

MEDIA NEWS

119

TV5 Television’s Newest Tour de Force?

Telephone +632.845.0218 /

Adobo Magazine

+632.384.6566

Unit C2-A Bldg. C, Karrivin Plaza

Fax +632.845.0217

2316 Chino Roces Ave. Extension

editorial@adobomagazine.com

Makati, 1231 Philippines

sales@adobomagazine.com subscription@adobomagazine.com

CREATIVE REVIEW

32

www.adobomagazine.com

by Masako Okamura Dentsu Japan

CENTERFOLD

REGIONAL

50

Agency Profile: BBH Asia Pacific

42

ADFEST 2011 Primer

46

Campaign Asia-Pacific Agency of the Year

70

Marlon Rivera Publicis Manila

___ www.adobomagazine.com

___ A magazine on Advertising, Design, & Brand Communications.

ENTERTAINMENT REVIEW

30

Film: The Social Network Vince Sales, NetBooster Asia

31

TV Series: The Walking Dead Gelo Lico, Ace Saatchi & Saatchi

LEADING A CREATIVE RENAISSANCE Y&R Global Chief Creative Officer Tony Granger

GLOBAL

Issue 31 January - February 2011

Tinta Print Awards

Private View

77 72 92

Projections 2011 Regional heads on the year ahead

Paul Roebuck Returns to Saatchi & Saatchi

AGENCY PROFILE: BBH ASIA PACIFIC

2011 FORECAST DIGITAL FORECAST 2011

ADFEST 2011 Primer Bruce Haines

Yahoo! Year in review 2010

Eugene Cheong CREATIvE REvIEw: MASAkO OkAMuRA

126

The Bigger Picture by Cid Reyes

128

Logic and Magic by Bong Osorio

Philippines Indonesia Malyasia Singapore Hongkong Thailand

P180 IDR 100k MYR 15 SGD 180

Matthew Godfrey The Conversion of Alex Bogusky and Thirasak Tanapatanakul

Jarek Ziebinski

Cannes Lions changes strapline

HumanKind

The word on advertising

Regular features

98

2011 Trend Forecast

104

The conversion of Alex Bogusky and Thirasak Tanapatanakul

MAD ABOUT

Ad Alike Ad Nauseum Adobo Side Dish Ads of the Month Bang for the Buck

Good to Know Nielsen R3 New Business Strip Ad Trendspotting Truth in Advertising

adobo magazine is published bi-monthly by Sanserif Inc. © 2011 Sanserif Inc. All rights reserved.

No part of this publication maybe 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 for any circumstance of reliance of information in this publication. The opinions expressed in this publication do not necessarily represent the views of the publisher or editor.

138

Advertisements are the sole responsibility of the advertisers.

The Film Versus Digital Debate

January - February 2011

www.adobomagazine.com

2

TOP STORIES

2010 PHILIPPINE QUILL AWARDS

A NOTE FROM THE EDITORIAL TEAM As adobo magazine enters its 5th year, we offer the same rich content of adobo with a brand new look.

our identity: “adobo’s content is so rich and dynamic, its identity should reflect this dynamism too.”

VGrafiks, our design partner for this redesign, agrees that it is time to refresh

We present a new template that sets the basic structure of our editorial design:

A system of grids and redefined section headings. Definitely more breathing space.

And an evolving design discipline. We ourselves are still getting used to the new look and will continue to play around with the art direction.

We hope you like it.

Another Feather In Our Cap

adobo wins Award of the Year at the 2010 Philippine Quill Awards The Philippines’ premier advertising and brand communications publication, adobo magazine, was presented with the Award of the Year at the Philippine Quill Awards held last November 15 at the Grand Ballroom of the Crowne Plaza Galleria Manila, Ortigas Center.

The award show honors sustainability, leading ideas and community service, with specific business goals and objectives measured against outcomes and results. Less than 30% of entries were awarded Merit and Excellence awards by the country’s most prestigious award-giving body for business communications, which is now on its 10th year. The awards are divided into three divisions – Communication Management, Communication Skills and Communications Creatives – each with several subcategories. adobo received two trophies in Communication Skills: a Merit citation in Publication and an Award of Excellence for Adobo Digital, composed of adobo’s online platforms, including SMS and email newsblasts, websites and microsites, as well as presence in social networking sites.

01

For garnering the highest score in the Communication Skills division, Adobo Digital won over fellow Excellence awardees Smart Communications, Pilipinas Shell, Energy Development Corporation, First Gen Corporation and Globe Telecom. The elite group of Excellence awardees also includes

01 adobo magazine’s editor-in-chief Angel Guerrero, associate editor Abby Yao and art director Lech Velasco with their Quill haul.

www.adobomagazine.com

January - February 2011

Ayala Land, Ayala Malls, Ayala Foundation, Cebuana Lhuillier, Stratworks, and Team Asia.

The top award in the Communication Management division went to ABS-CBN Corporation’s “DZMM Kapamilya, Shower Na!” project. No top award was given in Communications Creatives, as there were no Excellence winners in this division.

The night’s biggest winners were telecommunications companies Globe Telecom with 16 awards, including three Excellence awards, and Smart Communications with nine awards, including two Excellence awards. Another notable winner was GeiserMaclang Marketing Communications, which picked up a total of 10 Merits.

Hosted by young media personalities Atom Araullo and Andi Manzano, the ceremonies were attended by 500 guests, with musical numbers by Maricris Garcia of La Diva and crooner Richard Poon, and an impressive glow-in-the-dark performance by Showtime grand finalist Enlighten Black Theatre.

The Philippine Quill Awards is held annually

by International Association of Business Communicators (IABC) Philippines, the first chapter of IABC outside the United States. It is the local equivalent of the Gold Quill Awards which recognizes excellence in communication.

Transit Advertising KIDLAT AWARDS 2010

3

LOCAL NEWS

Reaching your target market in the most cost efficient way possible.

s n g i a p m a All C anteed Guar iting! in Wr

The Philippine’s Largest Transit Advertising Company

January - February 2011

T 027065972 info@gotransit.net.ph

027106884 www.adobomagazine.com

www.gotransit.net.ph

4

TOP STORIES

TINTA PRINT AWARDS

TBWA\SMP is Agency of the Year at the Tinta Print Awards Ace Saatchi’s Vespa “Our Ride” campaign wins Grand Prix

01

The 2nd UPMG Tinta Awards, held at Blue Leaf last November, McKinley Hill in Taguig City, honored the best Philippine print advertisements of the past two years.

Ace Saatchi & Saatchi’s “Our Ride” campaign for Vespa bagged the Grand Prix and Vespa was declared Print Advertiser of the Year over its closest rival, TBWA client Boysen Paint. However, TBWA\ Santiago Mangada Puno prevailed over Ace Saatchi & Saatchi as Tinta Agency of the Year, buoyed by wins for the “Flowers” and “Creatures” series for

www.adobomagazine.com

Boysen. A total of 69 metals were handed out, including eight in the Student category.

While no Golds were awarded at the first Tinta Awards in 2008, 13 Gold awards were handed out this year.

The Vespa “Leaves” and “Hug” print ads each won a Gold for Ace Saatchi & Saatchi, as well as another Gold for “Leaves” in Craft - Best Art Direction.

TBWA\SMP’s “Lily” for Boysen Paint won three Gold, including Craft - Best Art Direction and Craft - Best

January - February 2011

Digital Imaging/Retouching. Both TBWA\SMP and AdPhoto won Golds for the Boysen “Flowers” campaign. BBDO Guerrero/Proximity Philippines won Gold in Best Illustration for “Sumo” for Hewlett Packard.

Three Golds were given out in the Most Innovative Print Media Execution category, led by top winner BBDO Guerrero’s “Box AR” for FedEx. The other two winners were Manila Bulletin’s 3D issue and Philippine Star’s “Smart Sandbox.” Other metal winners in the category were Great Minds Media and

TINTA PRINT AWARDS

TOP STORIES

AMP/amon+maneze.

In the tally, TBWA\SMP won four Golds, six Silvers and five Bronzes, while Ace Saatchi & Saatchi picked up three Golds, four Silvers and four Bronzes in addition to the Grand Prix. AdPhoto, which also entered the Boysen Paint “Creatures” and “Flowers” series, won two Golds, two Silvers and a Bronze. JWT Manila went home with three Bronzes and two Silvers for its series for adobo.

Other winners were DM9 JaymeSyfu, Campaigns & Grey and Leo Burnett Manila.

The brief for the student competition introduced this year was to promote newspaper reading amongst the young readers. Zenith Optimedia Chairman Venus Navalta commented that some of the student entries were good enough to run.

Students won five Bronzes and three Silvers.

5

The Creative Jury of the Tinta Awards was headed by JWT Southeast Asia Regional Executive Creative Director Tay Guan Hin and TBWA\Asia Creative-at-Large John Merrifield. The Media Jury tackling the Most Innovative Print Media Execution category and the Student Competition was headed by Omnicom Media Group president and CEO Hermie de Leon. Other jury members were BBDO Guerrero’s David Guerrero, Starcom MediaVest’s Joanna ChanMojica, Publicis JimenezBasic’s Don Sevilla, Ace Saatchi & Saatchi’s Andrew Petch, Carat Philippines’ Mike Ochosa, DM9 JaymeSyfu’s Eugene Demata, Campaigns & Grey’s Ompong Remigio, and Touch DDB’s Dimples Cruz. adobo’s editorin-chief Angel Guerrero was again chairman of the Tinta Awards.

02

03

Ace Saatchi & Saatchi, Vespa “Our Ride“ 01 TBWA\Santiago Mangada Puno, Boysen “Lily“ 02 BBDO Guerrero / Proximity Philippines, Hewlett-Packard “Sumo“ 03

January - February 2011

www.adobomagazine.com

6

TOP STORIES

TINTA PRINT AWARDS

DDB Group Philippines enters 2011 with new chiefs

02

01

01 DDB Group Philippines CFO Judd Balayan, managing director & COO Timmy J. Jayme, chief marketing officer Roy R. Santiago and group president & CEO Gil G. Chua 02 Joey Ong, executive creative director

DDB Group President and Chief Executive Officer Gil G. Chua has announced the appointment of Roy Santiago as the agency’s new chief marketing officer, Joey Ong as executive creative director and Timmy Jayme as managing director/chief operations officer.

Roy Santiago, who has been with DDB for 12 years, will continue to lead the continuous evolution of the agency’s acclaimed

www.adobomagazine.com

strategic social creativity positioning, as the agency reinforces its thrust to provide multi-disciplinary and integrated creative business solutions for clients.

Timmy Jayme, husband of DM9 JaymeSyfu Chairman and Chief Creative Officer Merlee Jayme, assumes the role of managing director and chief operations officer for DDB Philippines. He began his accounts service career with Ace Saatchi

January - February 2011

& Saatchi working with brands such as Nestlé and San Miguel Corporation, before moving to McCann Erickson, where he handled one of the agency’s most important brands, La Tondeña. He crossed over to client side with stints at Kodak Philippines Ltd and American Standard.

Multi-awarded ECD Joey Ong joins from Bates 141 Manila after three years with the agency. He comes to DDB with a

number of metals under his belt including a Gold Spikes for Tulakabataan at Spikes Asia last September. He has won in both international and local award shows from Cannes, Clio, One Show, D&AD merit, to the Advertising Congress and The Creative Guild Kidlat Awards.

RECENT RELEASES shot on KODAK Film KIDLAT AWARDS 2010

LOCAL NEWS

7

NO MYTH. NO MISINFORMATION. NO HYPE.

JUST FACT. Only a very small sample of the HUNDREDS of titles that continue to shoot KODAK FILM because they know it will give them SUPERIOR results. EVERY TIME!

kodak.com/go/motion

Š Kodak, 2010. Kodak is a trademark of Kodak.

January - February 2011

www.adobomagazine.com

8

LOCAL NEWS

Local Newsline Globe mobile ad platform hits 1-M subscribers Globe Telecom and its partner, Vienna-based Out There Media (OTM), a global leader in mobile advertising, has announced that its mobile advertising platform has generated more than one million consumer opt-ins less than two months after the roll-out of its next generation permission-based program

PAUL ROEBUCK / 2010 BESTADS RANKINGS

Paul Roebuck returns to Saatchi & Saatchi BBDO Guerrero searches for new CEO

in the Philippines. Last October, Globe and OTM hit a record in the global mobile advertising industry;

Saatchi & Saatchi has appointed Paul Roebuck as chief executive officer (CEO) of the Singapore and Malaysian operations effective January 2011.

Roebuck joins from BBDO Guerrero/ Proximity Philippines, where he was CEO for five years. He originally joined Saatchi & Saatchi in London straight from university, and has worked in the network’s Malaysia, South Africa and Indonesia offices.

booking close to US$4-M in advertising commitments, on the back of confirmations from Unilever, HSBC and McDonald’s to run their respective m-ads campaigns. More advertisers have signed up since then.

Aboitiz supports ABS-CBN Foundation’s program for relocated communities Aboitiz donated P5-M for relocated families of ABS-CBN Foundation’s “Kapit Bisig Para Sa Ilog Pasig” program. The livelihood of the relocated families in “Bayanijuan sa Southville 7,” the official resettlement site in Calauan, Laguna, gets a boost

Over the last five years, Roebuck has led BBDO Guerrero / Proximity Philippines to four consecutive years as Campaign Brief Asia’s Philippines Agency of the Year as well as the Philippines 4A’s Agency of The Year from 2008 to 2010.

from Aboitiz Foundation. The pledge will be for the construction of a livelihood center. Bayanijuan sa Southville 7 is co-managed by ABS-CBN Foundation and the National Housing Authoriy.

JWT Manila takes a KIT KAT break from the news The newsroom never sleeps, but newscasters need a break every now and then. JWT Manila’s new KIT KAT campaign uses these news update placements to present the KIT KAT break in an unexpected way. Launched at the end of October 2010, the four spots, “Sportscaster,” “Traffic Reporter,” “Weather Girl” and “Cameraman” appear during prime time television, in-between shows with high-traffic viewership. By situating the KIT KAT break within news updates, the “break” becomes a surprise for viewers, showing that an engaging KIT KAT experience makes

2010 Bestads Rankings

DM9 JaymeSyfu is the top Asian agency

people enjoy their break moment to the fullest.

Filipino mobile phone brand MyPhone reports P2 billion sales in 2010 Solid Group Incorporated (SGI) reported P2 billion in MyPhone sales for 2010, a 900% increase in sales in the fourth quarter year-on-year. Because of continued growth, SGI aims to sell two million handset units this year.

MyPhone is the first Filipino mobile brand at affordable prices ranging from P1,999 to P5,999.

It successfully penetrated the market through its Ninoy-Cory phones which were coincided with the resurgence of nationalism, and QWERTY phones, including the MyPhone S phone endorsed by popular TV host-actress Anne Curtis.

SGI will also introduce an Android technologically infused tablet similar to iPad called the MyPad to be sold at between P7,000 to P8,000 per unit.

www.adobomagazine.com

DM9 JaymeSyfu is the highestranked in Asia in the Bestads Top Agency Rankings 2010 of the ad website Bestadsontv.com. New Zealand agencies Colenso BBDO, Auckland and DDB New Zealand lead the global tally, which sees AMV/BBDO (UK), Wieden + Kennedy (US) and Clemenger BBDO (AU) in third to fifth places.

The United States is the top country with 236 points. The United Kingdom is a distant second with 188 points, followed by Australia (185), New Zealand (124), France (79) and Canada (66). In Asia, India is ranked highest with ninth place with 44

January - February 2011

points. Other Asian countries in the top 20 include Singapore(21) which tied with Germany in the 13th spot, and Philippines and Thailand (18) tied with Belgium in 15th, and Hong Kong, Romania and Sweden (15) in the 16th spot.

The top client was Volkswagen, followed by Cadbury, McDonald’s, and a tie between Amnesty International and Coca-Cola. The top production company is Smuggler (US/UK), with Stink (UK), and a tie between Prodigy Films (NZ/AU) and The Sweet Shop (NZ/UK/US) rounding out the top three.

01

01 Merlee Jayme-Cruz, managing partner and chief creative officer DM9 JaymeSyfu

PAUL ROEBUCK

“It was a really difficult decision to leave, but the time has come for a new adventure...”

LOCAL NEWS

9

Local Newsline Nestlé Philippines names nine centennial short film directors Philippines – In the run-up to Nestlé Philippines’ centennial in 2011, Director of Communications Sandra Puno announced that the company has selected nine directors who will make short films celebrating its 100 years in the country. The worldclass directors were chosen from a roster of film

“Paul is a driven, passionate and energetic CEO with a proven track record of delivering results. He loves being part of great creative work and is the perfect choice to help us bring back the magic to Saatchi & Saatchi Singapore and Malaysia,” commented Ian Rowden, chairman & CEO, Saatchi & Saatchi Asia Pacific.

Meanwhile, BBDO Guerrero/ Proximity has launched a regionwide search for a CEO to replace Roebuck. The agency’s core management team, led by its general manager Francine Kahn Gonzales, will run the agency

during the transition period.

BBDO Guerrero’s chairman and chief creative officer David Guerrero said the Roebuck will be “hard act to follow” but is in no rush to find a new CEO: “We feel it’s much more important to get the succession done right rather than quickly. And Paul’s successor will be expected to lead the way for the industry.”

“The past five years at BBDO Guerrero / Proximity Philippines have been the most professionally rewarding and fun that I’ve ever had,” Roebuck told adobo. “It was a really difficult decision to

leave, but the time has come for a new adventure, and I want to thank every single member of the agency and every client who has made my time in the Philippines so memorable, and especially to David Guerrero who has been a great mentor, coach, partner and friend throughout my time here.”

directors who have helmed TV commercials for Nestlé and who pitched their film concepts to the company.

A/F Benaza is a passionate artist known for his dynamic visual sequences, set against evocative music. Carlo Directo is a newcomer to advertising, yet has already earned the industry’s highest accolade, the Araw, for Best Direction. Henry Frejas is the gifted storyteller, drawing out nuances in his actors’ delivery from subtle humor to tender

Said Chris Thomas, BBDO Asia Pacific chairman and CEO: “It is time for [Paul] to take on a new challenge and we respect that. He leaves a strong team and a great agency. We all wish him well in his new role.”

emotions. Raul Jarolan is a master of balance, weaving narrative, imagery, and post-production technique. Sid Maderazo is noted for his strength in graphic design, editing and innovation. Chris Martinez is a Renaissance man, equally recognized for his award-winning plays, screenplays and independent films. Stephen Ngo is the perfectionist, whose work shows both strong ideation and a high level of sophistication. Jun Reyes is legendary for his storytelling and visual style, setting the benchmark for other directors. Jeorge Agcaoili is a multiawarded TV commercial director, acknowledged for his crafting and narration of humorous stories.

Three Filipinos join the New York Festivals 2011 GrandJury Three Filipino creatives are part of the 2011 New York Festivals International Advertising Awards GrandJury. DM9 JaymeSyfu Creative Director Louie Sotto joins the Outdoor jury, outgoing Bates 141 Executive Creative Director Joey Ong the Print jury, and BBDO Guerrero Executive Creative Director Brandie Tan the TV/Cinema/Promo jury.

In the 2010 awards, JWT Manila’s Dave Ferrer and DM9 Jayme Syfu’s Eugene Demata were in the GrandJury.

Australia, China, India, Japan, New Zealand and Thailand are also represented in the 2011 GrandJury. Juries for other categories such as Design, Integrated Media, Marketing Effectiveness and Public Service Announcements are yet to be announced.

January - February 2011

www.adobomagazine.com

10

LOCAL NEWS

2010 ARAW VALUES AWARDS

The good shines in the 2010 Araw Values Awards The star-studded 2010 Araw Values Awards was held last December 9 at ABS-CBN’s Dolphy Theater. The awards emphasized good values communicated in advertising, as seen through “Seven Cornerstone Values” in two major categories, Branded Communications and Advocacy Advertising.

The “Seven Cornerstone Values” are: (1) love of God and respect for religious beliefs; (2) commitment to truth, honesty, and justice; (3) love of country and respect for national customs and traditions; (4) reverence for family unity and the inviolability of marriage; (5) respect and care for human life and dignity, and the rights of all; (6) respect for law and authority and the promotion of self-discipline; and (7) concern for and preservation of environment.

The Araw Values Awards are organized by the Advertising Foundation of the Philippines, or Ad Foundation.

Jun Nicdao, chairman of the AdvertisingFoundationgaveopeningremarks, as well as the awarding trophies.

Charo Santos, ABS-CBN president, opened the ceremony and turned out tobethebiggestwinneroftheevening on behalf of the network.

For Advertising Advocacy, DDB and Tribal DDB took home four Silvers for SMART-PLDT’s “Ako Mismo,” and the “Vanish” TVC for the Department of Environment and Natural Resources.

Branded Communications had more Silver awardees: two for Publicis JimenezBasic’s Manila Bulletin TVC and print campaigns, another two for McCann Worldgroup’s “Bayanihan” for Unilab and “Dasal” for Globe, and one each for Lowe’s “Liberty Lambing Campaign” for Alaska Corporation, Home Development Mutual Fund’s radio ad “Hinaharap”and DM9 Jayme-

www.adobomagazine.com

Syfu’s “Duct Tape” for Gabriela.

ABS-CBN swept Advocacy Advertising with three Golds – two for TV/Cinema and one for Radio.

The Gold award also went to Ogilvy & Mather Philippines for its WWF spot “Pawikan,” Publicis Manila for its multimedia Milo Marathon “Help Give Shoes” campaign, and Film Experts for Nestle Philippines’ “Manifesto.”

In Branded Communications only DM9 JaymeSyfu got a Gold for “Voice” for Smart.

The People’s Choice Award was given to TBWA\Santiago Mangada Puno’s “Education” ad for Unicef, while Dani Dulay, who attends Colegio de San Juan de Letran, was given a Special Citation in the Student Competition.

01

Finally, the Platinum Awards were given to Publicis Jimenez Basic’s “Pregnant Pause” for Monde Nissin Corporation and to ABS-CBN News and Current Affairs for “Boto Mo, Ipatrol Mo Instrumento.”

Lola Techie introduced the show, while Donita Rose, Jericho Rosales and Megan Young hosted the ceremonies. Presenters included Julius Babao with wife Cristina Bersola-Babao, Dawn Zulueta, and Chin-Chin Gutierrez. Among the performers for the evening were the Ryan Cayabyab Singers, Dulce, Nyoy Volante, Jett Pangan, Frenchie Dy, Rachel Alejandro, and Karylle.

02

Big winners ABS CBN and 01 Publicis JimenezBasic Co-presenters – former VP for News 02

The Araw Values Awards is held every two years by the Advertising Foundation of the Philippines.

and Public Affairs Maria Ressa and broadcaster Ted Failon Bayan’s Lola Techie 03 03

January - February 2011

12

LOCAL NEWS

Movers XM-JWT, the digital subsidiary under JWT in Asia Pacific, announced the addition of several new hires to their XM-JWT Malaysia operation.

The hiring of Andrew Lee (associate account director), Siew Lian CHAN (content strategist/UX), Jill Low (art director) and Fariz Salleh (designer) come on the agency’s expanding roster and deepening client relationships.

Andrew Lee who joins from DraftFCB reports to Rueben Anthony, general manager of XM-JWT Malaysia, while Siew Lian, Jill and Fariz report to Tony Low, creative group head.

“We’re thrilled about the new talents as they are absolute standouts with exceptional experience,“ says Rueben Anthony. “Their skills will definitely drive their work quality and the client’s results.”

TBWA\Hong Kong recently announced that Terence Ling has joined the agency as planning director. He will oversee all aspects of strategic planning in Hong Kong. In this capacity Ling will lead Disruption and Media Arts.

Ling has had a successful track record working he joins TBWA\Hong Kong from Ogilvy & Mather, where he was senior strategic planner, contributing to successful campaigns like Mercedes-Benz.

“Every marketer knows that 2011 will be a greater year for business and marketing transformation, yet surprisingly few are partnered with strategic and creative talent,” Ling said. TBWA’s

BELO MEN

Derek Ramsay turns Red in DM9 JaymeSyfu spot DM9 JaymeSyfu and Derek Ramsay are at it again. After their Belo Men spots, the hunky actor and the agency take a look at the client-talent relationship in Red Mobile’s new TVCs directed by Mark Querubin.

In the “Can Afford Abs” TVC, Ramsay plays himself, the endorser of Red Mobile, having a pre-production meeting for a commercial. With Red Mobile’s Unli Quatro and Unli Ocho-unlimited text messages to Red users for only P4 and unlimited text messages and phone calls to Red users for only P8--the talent fee

Steve Vesagas and Lester Parulan produced the TVCs. Chief creative officer Merlee Jayme, copywriter EJ Galang and art director Dee Taar make up the DM9 JaymeSyfu team.

Sexy Again

The Creative Guild & KBP Kidlat Awards is on This year, the Creative Guild of the Philippines partners with the Kapisanan ng mga Broadkaster ng Pilipinas (KBP) for the Kidlat Festival.

The country’s premier creative festival goes back to the white sand beach of Boracay for Kidlat Festival 2011 on May 1 to 4 at the Boracay Regency.

The festival, themed “Sexy Again!”, promises an exciting array of local and foreign speakers in two full days of talks capped by the Creative Guild & KBP Kidlat Awards on the final night.

proprietary combat techniques find opportunity in an ever-changing marketplace.

TBWA\Beijing officially announced the appointment of Danny Chan as executive creative director. Chan started his career in advertising 17 years ago, perfecting his craft at Saatchi & Saatchi, D’Arcy, McCann Erikson, FCB, Grey, and most recently at BBDO Beijing as executive creative director. With his appointment at TBWA\Beijing, Chan will restructure the creative team of Disruption and Media Arts and strengthen the agency’s digital capabilities.

Ian Thubron, group president of TBWA\Greater China, said of Chan’s appointment: “TBWA\Beijing is one of the most creative companies in the world and

Innovations in Kidlat Awards 2011 include the new category Design and an extensive Crafts

it’s important that China contributes to this position, as well as benefits from the reflected glory.”

www.adobomagazine.com

budget is also low. No problem for Ramsay, who does not even have to speak a word. His abs do the talking. A shorter spot called “Abs” shows the final product, including a peek at Ramsay’s red briefs.

January - February 2011

category across disciplines.

Print ads that are “unpublished but worth resurrecting” will vie for the new category, The Lazarus Award, the winner of which will be determined by popularity voting during the Festival.

The awards is open to both 4As and non-4As members. Entry deadline is on February 15, 2011. Rules and entry forms can be downloaded from the brand-new Creative Guild of the Philippines website at www.creativeguildph.com.

More details on Kidlat Festival 2011 will be announced as they are finalized.

ART, MEET COPY

Truth in Advertising

13

LOCAL NEWS

Movers

Illustration: Mishca Timonera

Y&R Jakarta has appointed Andrew Dowling as its new chief executive officer. Dowling returns to Y&R after a two-year stint at iris Worldwide. Previously at Y&R Singapore & Australia, Andrew’s experience included integrated roles on a number of high-profile regional and global brands, including Ford, Honda and Panasonic.

Since his change of career from teaching to the advertising industry, Andrew’s category experience includes FMCG, Automotive, Telecommunications, Tourism, Entertainment, Alcohol and Sports, with an in-depth integrated understanding across Digital, CRM, Retail, Activation, Experiential and above-theline communications.

Paul Soon, regional director, XM-

It must be written in the stars. The Twins, separated at birth (as their former colleagues used to say), found themselves working in the same network after wielding influence and power in their respective agencies for several years. The Older one is passionate about his charities, the Younger for backroom deals. Both are very much married but notorious for their indiscretions, though their preferences are not the least bit alike.

Now that the Twins have their own shops, Older Twin can continue his philanthropy while Younger Twin can engage in shady set-ups without memos from HQ. But as they say, the more things change, the more they remain the same. If you find yourself in their favor, bet on one thing: your star will shine from the reflected radiance.

Asia and director, Digital JWT Asia-Pacific has announced the appointment of Nicole Pang to creative director, XM-Singapore.

Nicole who entered the digital world 14 years ago as a creative designer with Adroit Innovations and helped grow the company to one of the largest web and E-commerce enablers in Singapore, will be taking the creative lead on XM-

New campaign highlights the longevity of Rizal’s Noli On Rizal Day, the seminal 19th century books of Philippine National Hero Jose Rizal come back to life in a new print and Facebook campaign by BBDO Guerrero.

The launch coincides with the unveiling of the new editions of Noli Me Tangere and its sequel El Filibusterismo, translated from the original Spanish

by Leon Ma. Guerrero, author of the Rizal biography The First Filipino.

The print ads show tour guide Carlos Celdran holding up placards identifying the 21st century equivalents of Noli characters Dona Victorina,

Asia’s key clients while also working closely with JWT Singapore.

Nicole’s career has seen her pick up numerous awards from renowned shows including the Creative Circle Awards, Asian Interactive Awards and EFFIEs. Ogilvy & Mather Asia Pacific

Maria Clara and Sisa, and the copy “Born 1886. Still alive today.” The public is encouraged to upload their own photos for a chance to win copies of the book.

The campaign follows the December 19 print ad for the Noli, which showed Celdran’s highly controversial RH Bill protest with a placard saying “Damaso” inside the Manila Cathedral during Mass, a reference to the corrupt Spanish friar in Noli Me Tangere.

The Noli and Fili editions from Guerrero Publishing are available at Fully Booked. The Noli is also available for download on Apple’s iBooks store.

announced today the appointment of James Daniels as regional executive creative director for Unilever effective January 2011.

Daniels, most recently executive creative director and shareholder of EuroRSCG, will be based in Singapore. He has picked up metals from major award shows such as D&AD, Cannes Lions, Loeries, The One Show, CLIOs and London International Awards.

“I spent four years in Ogilvy in Johannesburg and found the agency to be made up of people constantly striving for better. I believe Ogilvy Singapore will offer me a similar experience,” Daniels said.

January - February 2011

www.adobomagazine.com

14

LOCAL NEWS

2010 ASAP CONFERENCE

Movers BBH Asia Pacific has hired Kittitat Larppitakpong as art director and Ken Choo

Airline promo dogfight heats up on Facebook

as interactive art director.

Choo, who joins from Kilo Studio, has over a decade of interactive design and art directing experience. Prior to Kilo, Choo was with Kinetic Interactive Design.

A graduate in advertising design from The Academy of Art College, San Francisco, and previously with BBDO Bangkok and Saatchi & Saatchi Bangkok, Kittitat has crafted campaigns for brands such as the Yellow Pages, Bangkok Insurance, Lexus and Tamiya. He has won Golds and Silvers at Cannes, D&AD and Clios.

Havas Media digital arm Media Contacts announced promotions and additions for its South Asia team on the back of an exceptional growth this year.

Media Contacts India director Arnab Mitra has been promoted to regional director for South Asia, reporting to Anita Nayyar, CEO for Havas Media, South Asia and Rajeev Bala, managing director of Media Contacts, Southeast Asia and India. The Delhi operation of Media Contacts has also been strengthened with the hiring of Mahepreet Singh as business director. Mahepreet joins the agency with 10 years’ experience in digital at eBay, Indiatimes and Khojle.

PHD Worldwide has promoted PHD Australia managing partner Mark Holden to global strategy director effective January 2011.

Holden, named “Asia-Pacific Media Planner of the Year” by Campaign Asia magazine, moved to Australia in 2007 to set up a PHD Australia. He led the decision to purchase TOTAL Advertising Pty Ltd in 2008 and has been the driving force behind overhauling the company and turning it into an authentic PHD operation.

Holden has also recently co-authored two books called “2014 - PHD on the Future of the Media Agency” and “Fluid - Harnessing the Rising Speed of Influence” with all profits going to UNICEF.

Two local airlines took the battle for supremacy of Philippine skies to Facebook in January. Cebu Pacific had everything going for Facebook success: it had the reach—nearly 90,000 likes on its Facebook page and 84,000 followers on Twitter. It fanned curiosity and excitement through these sites for the launch of its 15th anniversary promotion on Facebook, "Fly One, Fly All, Fly Free", on the afternoon of January 12, generating hundreds of "likes" for pre-launch promo updates.

The promo asked Facebook users to "like" the Cebu Pacific page and install the contest application.

The user has to "create" a flight as host and get 149 friends to check in on the flight. The first to do this would win a free trip from Manila to any Cebu Pacific route with all 149 friends on Cebu Pacific's anniversary, March 8, 2011, and return within a week later.

But the hype worked too well.

From Cebu Pacific's update just over an hour into the launch, the

www.adobomagazine.com

January - February 2011

app had 3,000 users in the game with over 300 flights created.

Bogged down by the number of users, the app was taken down even after a server upgrade could not handle the number of users.

Seeing an opportunity in its competitor's downtime, Airphil Express launched its own Facebook promo,"Tag a Flight, Tag a Friend", eight hours after the Cebu Pacific promo launch.

From its note on Facebook, Airphil Express wrote: "Why waste your time forcing the entire barangay to join you on your trip when you can win round trip tickets for you and a friend!"

Users had to "like" Airphil Express on Facebook, download the promo image, upload it to the wall of Airphil Express and tag the map with a friend for each destination, at least nine friends in total. Five winners were chosen and would get to fly with the friend tagged on the destination.

Nearly 8,000 users tagged Airphil Express within 36 hours of the launch. But in its haste to get the promo off the ground, Airphil Express could have missed important points in Facebook's guidelines: promotions may only be administered through applications and entry by posting on a Wall or uploading a photo is disallowed. With so many brands online, Facebook easily missed the infraction and the campaign took off on the wings of popular support.

Five winners and their guests were soon declared.

As for Cebu Pacific's "Fly One, Fly All, Fly Free", it had a running start after four days with the app offline.

Two winners emerged within three hours of the relaunch. The passengers for the two flights are being verified as of this writing.

These promotions only serve to prove that, as a platform for generating excitement, Facebook can certainly fly.

KIDLAT AWARDS 2010

January - February 2011

LOCAL NEWS

15

www.adobomagazine.com

16

LOCAL NEWS

PECHA KUCHA NIGHT V4

Pecha Kucha Night v4

Movers Cheil UK has appointed Chris Harris as its president and chief operating officer starting January

Rapid Fire Ideas

Words: Barny Rivera

2011. He will be responsible for the overall UK operation of Cheil Worldwide, including its BTL operation, One Agency.

Harris formerly ran the BBH business in Asia and was president of International Operations for BBH based in London before joining Leagas Delaney as managing director in 2009.

“We are delighted that Chris has agreed to join us at this exciting time and we look forward to him using his great entrepreneurial skills to develop our business in the UK,” said Bruce Haines, Cheil Worldwide’s global president and COO. Graham Kelly returns to Ogilvy as executive creative director of OgilvyOne India. Kelly has been working across media – direct, traditional and digital. He has worked in Ogilvy Direct and Ogilvy Advertising and has played a pivotal role in the Ogilvy network as regional executive creative director for Ogilvy Interactive across Asia.

Abhijit Avasthi, national creative director, Ogilvy & Mather India, says: “We are thrilled to have Graham as our partner. Graham is perhaps Asia-Pacific’s foremost exponent in the digital/integrated space.”

Kunal Jeswani, country head, OgilvyOne India, concurs: “We love great talent. And Graham Kelly is just that – a great talent who will have a smashing impact on OgilvyOne’s digital creative offering in India.”

Hans Lopez-Vito has expanded his role from Executive Strategic Planning Director, China to become Executive Planning Director for Greater China. Hans has made tremendous contributions to the

Short attention spans meet their match in “Pecha Kucha,” a creative conference featuring speakers from different arts and industries. Drawn from the Japanese term for “chit chat,” “Pecha Kucha” is originally an avenue for creative minds to gather and expand their network.

At present it has evolved into a grand show-and-tell with each speaker using 20 slides, given only 20 seconds to discuss each slide, for a talk that lasts six minutes and 40 seconds. This format is credited to Klein-Dytham Architecture and traces its roots in Tokyo, but now takes place in 344 cities worldwide.

The local version is now in its fourth run by organizers Ideals Creatives.

Held last December at the ShangriLa Cineplex, “Pecha Kucha Night v4” started with illustrator Anjo Bolarda, who wowed the crowd with his intricately detailed artwork. Broadcast journalist Howie Severino talked next about “humblepie,” being grounded by work while overcoming the limits set by Bell’s Palsy. (Ed’s note - If you are curious, he is cured now.)

Director Erik Matti shrugged off the obvious choice by talking about Anthony Bourdain and his show No Reservations, giving specifics on how he will tour the famous chef in his Philippine episode. Matti showed dismay with Bourdain’s exposure to the Philippines and said the trip lacked worthy representation. In an interesting twist, the next speaker happened to be Bourdain’s dinner host, artistchef-food writer Claude Tayag. He offered a rebuttal to any willing ear before showing slides of provincial food, places and scenes.

Zabra Siwa tried to educate the audience about Muslim culture,

Musician Raimund Marasigan went down memory lane with his

agency by bringing world-class strategic thinking to clients and to the development of creative work.

BBDO Hong Kong Managing Director Rick Doerr has taken on the role as the Regional Business Development Director in addition to his original role. Rick will help build the important regional businesses particularly Wrigley, Mars and Hyatt.

Lastly, BBDO has appointed JC

from its rich history and sacred traditions up to their present way of life. Money Museum curator Regina Cruz gave a brief history of Philippine currency, transitioning from heavy lumps of gold to counterfeit-secured paper bills.

Travel photographer Egan Jimenez gave an inspiring talk about following your dreams, with a career that took him around the world to eventually meet his idol Megan McCormick, host of the travel show Globe Trekkers.

Catibog as the Managing Director of BBDO Guangzhou. Under the excellent leadership of JC, BBDO has done well in Guangzhou last year.

www.adobomagazine.com

January - February 2011

musical influences, from the Juan Dela Cruz band to deceased rock station NU 107. Designer Mich Dulce counted 20 firsts in her career, including the first tête-àtête with the fashion icon Vivienne Westwood and winning her first international award.

University of the Philippines Institute of Tourism professor Paolo Fresnoza explained the real value of tourism (hands-on learning, protection of biodiversity, etc.) and wondered where the P3-M budget on the “Pilipinas Kay Ganda” campaign went. Jaton Zulueta, an editor for writers collective New Slang (new-slang.com), shared 20 mini-stories inspired by 20 random photos. Theater group Sipat Lawin Ensemble capped the evening with a talk that interspersed with performance art.

Fickle and fascinating, “Pecha Kucha” armed the audience with bigger guns of inspiration, extending well enough beyond the requisite 400 seconds.

PIER ROXAS / LOWE RETAIL ACTIVATION

LOCAL NEWS

17

The Strange Journey of Pier Roxas

It started in late September, with a few posters in different parts of the Metro. “Help me! I’m missing eight days of my life and I need to know what happened.” the poster pleaded. YouTube videos surfaced at around the same time, starring the man in the poster. Introducing himself as Pier Roxas, he showed the few clues he had to his missing days: a bruise on his cheek, a key, a parking ticket, a kiss mark on his collar, a cellphone SIM card and a Nokia N8. People started buzzing. Who is Pier Roxas?

And how did all the clues fit in?

At the peak of suspense, Nokia announced that it was holding a contest for Pier Roxas, as part of JWT Manila’s campaign for the new Nokia N8. Followers of Pier Roxas

on Twitter and Facebook were encouraged to send their stories of his lost eight days, and the best nine were to be filmed on a Nokia N8. Three winners were to be decided on by a panel of judges, and the first place winner would receive P50,000.00 and an N8 of his own.

Nearly 1,000 entries were submitted. The nine chosen were filmed on the N8 camera phone, the same phone used to film the first Pier Roxas video. Pier Roxas was an agent of espionage, a man under a spell, a man wired for programming, even a restless spirit.

The verdict was in sometime after noon on December 15, 2010.

In third place is “Covert Ops,” directed by Albert Torralba.

Pier Roxas is on a mission with a female partner which he falls for, only to be drugged and given selective amnesia right after. In second place is “Hypno-Pier,” directed by Dr. Cyrus Pasamba and Glynis Lee. In their film, Pier is hypnotized and sent on a covert mission.

Unfortunately, he breaks out of his spell when he gets run over along Roxas Boulevard.

The viewers’ choice, based on online voting at the Nokia website, went to “F8” by DK Codera. In it, Pier is mugged

and loses his memory after proposing to the love of his life.

Pier Roxas the wired man won. In the film, directed by editor Paul Pineda, “Phobia,” Pier is under a program that will cure him from his fear of courtship.

The directors all come from different backgrounds: Paul is an editor, while Cyrus and Glynis both have backgrounds in medicine. Albert is an English teacher, and DK is still a student.

The long strange trip of Pier Roxas has paid off. The first round of N8 stocks were sold out mere weeks after the initial release. Well into the contest proper, some Pier Roxas followers were still in disbelief that it’s just a campaign. “The engagement level during every stage of this campaign was just phenomenal,” says Jos Ortega, JWT Manila’s chief executive officer. “People who entered Pier Roxas’ social networking pages spent an average of four minutes per visit. His fans got so into it that they began calling themselves ‘Pier-natics’.”

While the search of Pier Roxas has come to an end, who knows what other rabbit holes might follow?

Lowe launches retail activation agency OPEN in Manila

Lowe + Partners throws the doors of OPEN wide in Manila. The retail activation agency’s newest office follows the multi-country launch of OPEN in London, Shanghai, Prague, Bangkok, Jakarta and Sao Paolo.

Spank, Lowe Philippines’ highly successful activation unit has been merged into OPEN, with talent and accounts fully migrated. Alan Fontanilla, formerly head of Spank, assumed leadership of OPEN. Fontanilla has undergone training in the use and implementation of OPEN’s proprietary shopper marketing strategic tools.

“Combine this new skill set with Alan’s entrepreneurial spirit and pioneering experience in activation and I have no doubt OPEN will set the lead in this exciting & challenging sector,” said Mariles Gustilo, president and chief executive officer of Lowe Philippines.

As a new kind of agency network, OPEN is dedicated to strategies and ideas tailor-made to the retail environment, whether it is bricksand-mortar or an online brand, driven by a better understanding of consumer choices. While OPEN in the Philippines will provide traditional retailer and brand support – including advertising, retail design, in-store promotion, brand identity, pack design, queue systems, event activity and signage – it will also offer expertise on digital activation and the mobilization of big ideas in-store and online.

January - February 2011

“Retail activation in 2010 is a very different and more sophisticated game – moving from what essentially used to be advertising retrofitted to a shop environment, to what is now a more demanding environment, with new and fast challenges to be addressed at points of purchase and essentially where consumers can be influenced,” says Lowe + Partners chairman Tony Wright. “We believe there is room for strategic and creative excellence in retail activation built from a better understanding of how we make choices.”

www.adobomagazine.com

18

LOCAL NEWS

Newbiz / Pitches

AD NAUSEUM

AD NAUSEUM

GASSO wins Centrum multivitamins PHILIPPINES - GASSO (Gallardo & Associates) was awarded the Centrum account in December after a five-way pitch involving 7 A.D., Campaigns & Grey, DM9 JaymeSyfu, and the incumbent agency Adformatix.

GASSO is now the creative agency for both the Centrum Base and the Centrum Silver brands. The agency is “very happy” to add Centrum, a global brand, to its Pfizer Consumer Healthcare roster, which currently includes Advil, Caltrate, Chapstick, Dimetapp, Fibrosine, Loviscol and Stresstabs.

The pitch team was composed of Nonoy Gallardo, CEO; Elaine de Padua, COO; Manny Hermosa, President; Paolo Arevalo, Executive Creative Director; Miguel Gallardo, Berlin Manalaysay, Dennis Villanueva, Reggie Platon, and Alex Gener, Creative Directors; Nancy Dy and Johanne Zafra, Art Directors; Eie Alcantara, Writer; Lisa Buan, Producer; Ali Espina, Account Director; and Kryse Ynieto, Account Executive.

PC&V awarded two additional URC brands PHILIPPINES – PC&V was awarded the El Real Pasta business by URC after a three-way pitch against Campaigns and Grey and incumbent agency Black Pencil. El Real Pasta is URC Flour Division’s pasta brand offering a range of products from elbow and salad macaroni, and spaghetti.

Not long after the El Real appointment, URC also awarded PC&V the Hidden Spring Mineral Water account, which was previously handled by Publicis Manila. PC&V is also the creative agency for URC’s Refresh Natural Mineral Water.

Lowe Singapore acquires Ikea business SINGAPORE - Lowe Singapore has been appointed to the Ikea business as a branch of the business in Malaysia, having handled Ikea’s regional business since last year.

Lowe Asia-Pacific president, Rupen Desai, said, “Lowe has a unique and differentiated advantage in the way teams work across geographical boundaries for making ambitious regional strategies and succeeding regionally and in local markets.”

www.adobomagazine.com

Despite being relatively wholesome, the latest ads for Revicon Max vitamin supplement for men and pH Care feminine wash are not without problems. (That these his-and-hers campaigns are both from Unilab and happen to be about intimate subjects is purely coincidental.)

The answer treads the divide between sweet, corny and cheesy.

But the most flavorful comment is reserved for the voice talent who asks the question, as his delivery is comparable to the trailer voiceovers for the titillating flicks of the 1990’s.

Does it make the hair on your arm stand on end? Very max.

Previous Revicon Max TVCs may have been less than subtle with the Freudian imagery, but they are more sleek and sophisticated than the spot for the “How much do you love your wife?” advocacy.

“Very max,” reply the husbands.

For the ladies, pH Care Cool Wind produces a different kind of nippy.

Its series of commercials starring magazine starring model-editor Mika Lagdameo-Martinez, Bb. Pilipinas-Universe 2009 Bianca Manalo and Brapanese model

January - February 2011

Daniel Matsunaga are light and fun, turning hearts and short skirts all a-flutter. However, translated into lightboxes at a Makati CBD underpass, lines such as “The chill was just thrilling!” and “Parang may aircon down there!” (It’s like there’s an aircon down there) can be disturbing. Our guess is that the quotes did not come straight from consumer reviews.

So make a choice. Turn up the heat in the bedroom or freeze your nether regions in the shower. And think of the copy points that go with it.

PILIPINAS KAY GANDA

One logo to divide them all

LOCAL NEWS

19

Illustration: Hiroko Saito

A short history of the “Pilipinas Kay Ganda” tourism slogan Nothing since the Pepsi “Number Fever” 349 fiasco in the early 1990’s has a marketing and advertising effort caused so much scandal in all levels of society. Launched amid much fanfare last November 15, Campaigns & Grey’s “Pilipinas Kay Ganda” tourism slogan for the Department of Tourism (DOT) brought the advertising industry under the glare of a social media spotlight.

PKG –”Philippines so beautiful” in Filipino – featured colorful letters similar to the Google logo, and words that, as commentators noted, sounded like the title of an ABS-CBN morning T.V. show.

Others said that the slogan was a toss-up between the name of a gay comedian and a campaign for the Ricky Reyes hair salon chain.

In his speech at the launch event, DOT Secretary Alberto Lim said it was “the result of intensive market research and a rigorous branding process done by one of the large agencies in the country.” He did have a disclaimer: “[I]t is not complete, in the sense that we have yet to develop the campaigns. Nor is it final. We still have to do market testing and FGDs to refine the brand. At best, it is a work in progress.”

The campaign was expected to roll out in February 2011.

But it did not even last half a month. The online lashing that the “Wow Philippines” replacement received was swift. The supporting website BeautifulPilipinas. com was taken down for an overhaul barely a day after the launch after scrutiny for quality assurance issues and possibly because of the possible confusion with the porn site BeautifulFilipinas.com.

Nothing could stop politicians, bloggers, radio callers and the man on the street from commenting on “Pilipinas Kay Ganda.” Within three days of the launch, blogger Spanky Enriquez noted the suspicious similarity to the Polish tourism logo, fanning the flaming reactions on the web even further.

Campaigns & Grey chairperson Yoly Ong, whose team is associated with President Benigno Aquino III’s presidential campaign, initially insisted that the involvement of the agency was “purely advisory” and declined to comment as she had“very little knowledge of the inner goings-on.”

In a note on Facebook, DOT Undersecretary Vicente Romano III, who left for the United States after the launch event, claimed responsibility for the BeautifulPilipinas.com URL and asked for the help of citizens to build a wiki-website for tourism.

Filipino creatives responded in whatever way they could. A Facebook page called DOT D.I.Y. called for logos and taglines for submission to the DOT. Graphic design studio Team Manila responded with new visuals “inspired by the campaign” and revisited the Philippine tourism posters it designed months before. And like the Gap logo fiasco, which led to the Crap Logo Yourself website, an app for creating your own “Pilipinas Kay Ganda” logo surfaced on the internet.

By November 19th, Campaigns & Grey explained how the logo came about in a statement attributed to its managing director Boboy Consunji: “From the beginning, it was clear that the actual campaign would be bidded out and that our work was merely to establish preliminary strategic directions. But suddenly, there was a pressing need for exploratory concepts to be shown in some travel industry events. Again, we warned the client that we were taking too many shortcuts.... We shall take this experience as a cautionary tale against giving in to the client and allowing their over-enthusiasm to override our better judgment.”

President Benigno Aquino III scrapped the slogan, to the relief of the Tourism Congress, a group composed of private sector tourism associations, which

claimed that it was not consulted by the DOT. On November 23, DOT Undersecretary Romano resigned via a press statement uploaded to the web and aired on cable news channel ANC. Romano took full responsibility for the logo design and the instructions given to advertising agency Campaigns & Grey, defending the borrowing of elements from other designs and apologized if this was offensive to some.

“I now realize that a consultation process is long and arduous, and my attempt to fast-track the consultation process is one of the reasons why it failed,” said Romano. He apologized to President Aquino, Secretary Lim and to the Filipino people, but remained hopeful that the slogan in Filipino could work if executed properly. A few days later, he admitted his daughter’s (pro bono) involvement in the launch event and justified the P5-M spent on the launch event.

After President Aquino scrapped “Pilipinas Kay Ganda,” it seemed that the brouhaha surrounding the logo and slogan could rest. Apparently, not yet.

(Philippines, so ugly!), Ong opened the floodgates:“I would rather stake whatever reputation, credibility and success I may have, than shy away from laying bare the aggressive metastasis of a cancerous psyche afflicting some Filipinos.”

Ong dropped blind items on “faded advertising luminaries”and attributed the uproar to supporters of former President Gloria Arroyo, though the majority of online commenters had neither a personal score to settle nor any political motivation.

The column ended on a positive note, but it could not repair the damage done to the Campaigns & Grey name. After 100 or so comments and tweets from the likes of tour guide and culturati Carlos Celdran and director-actress Mae Paner a.k.a.

Juana Change on Ong losing her cool, the issue died a natural death. But it left in its wake a battered advertising agency and the Philippine advertising industry shocked at how low an agency chairman can go. If there is a real demolition job here, one hopes that the final blow was not from Ong’s own hand.

In her November 27 Philippine Star opinion piece “Pilipinas, kay pangit!”

January - February 2011

www.adobomagazine.com

20

LOCAL NEWS

Newbiz / Pitches JWT Indonesia and Indofood Score a Country First with Interactive Campaign for Pop Mie’s New Pack To coincide the re-launch of Pop Mie’s new instant noodle packaging, JWT Indonesia and client Indofood created a fully integrated campaign, “Pop Up Your Life,” that includes an online-offline crossover in

FROZEN YOGURT

FroYo and the tickle in our taste buds

upcoming TVC’s, Indonesia’s first ever embedded TVC. Through www.popupyourlife.com the viewers in

Words: Kiten Capili Illustration: Lech Velasco

a reality game of new Pop Mie package and TVC’s that aired in November, followed by the next two spots in succeeding months also shared on YouTube, Facebook and Twitter. Ivan Hady Wibowo, ECD, JWT Indonesia states, “It is our first campaign exploring ‘new media’. We are proud and fortunate to be market’s pioneer and having a client with winning new ideas like this.”

DDB wins Diageo in Indonesia DDB Indonesia won the Diageo account in the archipelago after a multi-agency pitch. The agency will work on brands such as Johnnie Walker, Smirnoff, Ketel One Vodka, Singleton Single Malt and Baileys.

DDB’s diversified capabilities including activation, digital, PR and channel marketing helped the agency win the business. Extensive work has begun to shape up for the core brands under the Diageo-DDB portfolio.

Founded in 2002, DDB Indonesia has the widest network of any international agency in Indonesia, with over 300 people in 12 major cities.

Tourism Authority of Thailand renews contract with McCann McCann Worldgroup Thailand was recently awarded a three-year extension to its contract with the Tourism Authority of Thailand (TAT) for the current Amazing Thailand campaign with the slogan “Always Amazes You.” Although the agency’s latest stint on TAT’s international business began in 2007, McCann Worldgroup began its relationship with TAT in the 1980’s.

Terms of the contract calls for McCann Worldgroup to develop and manage an integrated campaign, which includes T.V., print, and on-line activities for their international business. The scope also requires McCann to take on the role of a communications consultant, including crisis and issues management.

If we count our blessings in yogurt shops, we’d be rich by now. Call this the dawn of the second Ice Age but a new wave of frozen goodness has swept away even the most discerning of taste buds.

In the past few years, people have become more concerned about their health, and Frozen Yogurt or FroYo has allowed them to indulge without the guilt. FroYo is basically yogurt in ice cream form, stripped of fat and the occasional lard. It promises to be at least 97% fat free, which adds to the craze.

In one of the premier malls in the heart of the city, one might notice the long queues in FroYo shops as compared to the old-fashioned ice cream stores. Even these ice cream stores serve FroYo just to keep their businesses afloat.

Part of the gimmicks some FroYo shops offer their customers are self-

www.adobomagazine.com

January - February 2011

service stations wherein they are spoilt for choice. Customers can decide to load up on toppings or try all the flavors (some have Taro, Raspberry, Green Tea, Chocolate or a combination of two). They can even choose the sizes of their cups and sprinkle their own toppings!

Has an ice cream store done that here? We don’t think so.

a particular brand because it’s creamier and sweeter. Others prefer another brand because they like it tart and light. It’s all in the taste. Some are too grainy (which says a lot about the temperature of the yogurt and how it’s mixed) while some are just smooth and refreshing.

Although there must be some sort of compromise with fat and sugar, the light consistency of FroYo sums up the experience. Several FroYo fanatics like theirs with fruits or nuts and nuts only, while some load up on all the sweets – gummy bears, marshmallows, candy sprinkles, chocolate chips, and cookie dough among others.

To those who have been enjoying the original yogurt in little cups – Elle & Vire, Emmi, Yoplait – FroYo serves as a fun alternative. Brands around the world have also begun their gimmicks even with the traditional yogurt. Yeo Valley in the UK is a dairy brand that carries yogurt and has an amusing TVC with young and hip farmers literally rapping Yeo Valley facts.

Just like other foodies, FroYo fanatics can distinguish the good from the grainy. Some prefer

Having sprouted like mushrooms, these establishments include local and international brands. One

FROZEN YOGURT

LOCAL NEWS

21

Newbiz / Pitches Volkswagen awards digital business to Grey Digital India In what has been billed as one of the most prestigious digital pitches this year, Volkswagen has awarded their digital business to Grey Digital India.

MediaCom will continue to handle media across all mediums.

According to Sudhir Nair, vice-president South Asia of Grey Digital, “This win means a lot to us. A lot of hard work, brainstorming sessions and much more has gone into making it a reality.”

Grey Digital India is one of India’s leading digital agencies and is part of the Grey Digital global network. Grey Digital India’s clients include Adobe, Infosys, Deutsche Bank and ITC.

Dentsu Philippines expands its Unilab business with Growee win Dentsu Philippines was awarded the Growee account by Unilab following a two-way pitch against Ogilvy. The incumbent, Publicis JimenezBasic, did not join the pitch.

Growee with Chlorella is food supplement in drops and syrup form for toddlers and children under the Pediatrica umbrella brand. Dentsu also handles other Unilab brands, MYLAC XL Prep Milk for pre-schoolers and Actiboost School Milk.

Whybin\TBWA\TEQUILA launches first work for NRMA in Australia with the “My Car is Your Car” campaign Whybin\TBWA\TEQUILA launched the first campaign from its new partnership with Insurance Australia

The trick here is to make an experience out of the treat.

Group (IAG).

The campaign, called “My Car is Your Car,” brings to life the fact that NRMA/SGIC/SGIO insurance policies cover anyone who drives your car.

There are two Volkswagen Golfs to be won and friends can share the online competition via their

might notice that the local brands are more into having fresh fruits mixed into the yogurt, or claim their FroYo to be homemade. Some consumers might even find the local brands better-tasting.

enjoy their favorite dessert after a hefty meal. The Coffee Bean and Tea Leaf serves FroYo with their original syrups, or with swirls of natural lemon zest, or Macha green tea.

To date, shops like Red Mango, The White Hat, Golden Spoon, Tutti Frutti, Yohgurt Froz already have a cult following. Other brands such as Lulubelle, Yogiberry, and California Berry have closely followed suit. Restaurants such as The Pancake House and Teriyaki Boy are already serving their own versions of Frozen Yogurt, allowing their FroYo fanatic customers to

FroYo is also becoming a staple as a cinema snack, together with organic popcorn and smoothies.

Consumers love FroYo because it is refreshing, light, and is an argument between sweet and tart.

It’s simple and no-fuss.

However, there are still ice cream shops that can get a steady crowd, particularly Cold Rock (or Cold

Stone in the U.S.). They’ve been the first to mash together ice cream flavors and toppings of your choice.

Another good ice cream brand is Sebastian’s, where flavors are quite novel. Bleu Cheese or Yakult ice cream, anyone?

Facebook wall for a chance to win.The lead medium is T.V., but the campaign is supported by outdoor, radio, online and print.

The trick here is to make an experience out of the treat. FroYo lovers make a beeline for their favorite brands because they’re certain that they’ll get what they want, exactly how they want it.

After all, you can get your FroYo fix for as low as 40 pesos if you know where to look!

January - February 2011

www.adobomagazine.com

22

LOCAL NEWS

GREENWICH CAMPAIGN

The Phenomenal Cheesy Campaign Words: Marjorie Teresa Perez

Words are important. Most products are bought verbally, not visually. Sure, at the supermarket you might visually compare one head of lettuce with another and then buy the one that looks the freshest and the best.

But most of what you buy is bought verbally.

The mind pays attention because words add meaning to the product.

volume. “We had so much fun doing the “Sobrang Cheesy” campaign. My direction to our agency, Publicis JimenezBasic, has always been that I want ads people will talk and rave about. That project created buzz and fame for our brand. Not to mention that it also sold a lot of our new cheesy pizzas,” Flores enthused.

In the opinion of Francis E. Flores, head of marketing of Greenwich and Chowking, the secret of success is “getting ingrained in what you are doing.” Only by being ingrained in a niche segment of the market can you hope to own a piece of the customer’s mind. What drives success is not factories, facilities, products, or people. What drives success is owning a piece of the prospect’s mind.

The Greenwich brand has gone through a re-definition that put the customer at the center of the brand-value equation. That process started with consumer-insights mining, a large part of which occurred by listening to online conversations. That led to a better understanding of the customer base, and that understanding drove the upgrade of its image among the young adult target market by tapping onto a strong insight on friendship.

When you see a company experiencing explosive growth, it is usually because that company has a successful marketing campaign that has resonated with the market.

The birth of the “Sobrang Cheesy!” line provided a breakthrough in both Greenwich business and buzz results. It made its way from a T.V. commercial to people’s expressions, television gag show spoofs and even movies. The line is simultaneously used by people when they describe a “sweet” or “touching’ situation.

01

According to Flores, the “Greenwich Extreme Cheese” campaign showed two different dimensions of “cheesiness” unified in one “extremely cheesy” campaign. One was the emotional cheesiness between couples that is linked to the cheesiness of the pizzas.

The second took that a step further by showing the cheesiness of men with their guy friends.

01 Greenwich Group Head of Marketing Francis Flores is more curious than cheesy as a NatGeo ambassador.

02 The Greenwich Barkada (clique): John Lloyd Cruz as himself, Mika

Today the Cheesy Pizza line comprises 62% of the total Overloaded Pizza sales

Lagdameo-Martinez as Issa, Lloyd Zaragoza as Bruno, Vince Canizares as Anton

www.adobomagazine.com

January - February 2011

“We eventually became what we call Indies – young individuals in their 20’s-30’s, and single. They’re entering a new stage in their lives. Most who have graduated from school are entering the workforce. There’s a whole new sense of independence and financial freedom.

They’re more hip, the informal ‘cooler’ ones. When you see them outside, they don’t dress up corporate. There’s this surge of a group of people in call centers.

For them it’s not just work, they hang out with friends,” Flores pointed out.

The young adult has steadily found meaningful relationships beyond his family. His friends now play an incredibly important part of his life. “We now own friendship, a clear positioning for Greenwich – it’s all about fueling friendship – that’s our battle cry. In everything we do, from the product, to advertising, to the store. That’s why we changed our store into a more comfortable hang-out place.”

GREENWICH CAMPAIGN

LOCAL NEWS

23

02

The “Greenwich Gang” is made up of people with distinct appearance and personalities, who happened to be friends. Celebrity John Lloyd Cruz, a current poster boy for the young working adult market, was made the leader of the “Greenwich Gang.”

The execution featured the “Greenwich Gang” in a Greenwich store eating the new Overloaded pizza. In the course of eating, the distinct personalities of the Gang members began to emerge, as narrated by John Lloyd Cruz. He talked about the different postures and nuances of his friends while eating. At the end of the meal he realizes that these same quirks are what makes him love his barkada.

As Flores took the responsibility for the Greenwich brand’s complete turnaround, brand health has dramatically improved within two years, from a cheap local pizza mass brand into a cool mass premium fun brand which serves truly delicious food. Greenwich’s key brand image metrics more than doubled and has overtaken competitors, particularly

in “Best Tasting Pizza,” “Brand for Young, Cool & Hip Individuals” and “Favorite Pizza Chain” categories. This is a feat that has never been done before in the brand’s 30-year history.

Flores identified key issues of the brand, provided strategic focus and clarity of jobs to be done, developed an inspiring brand positioning vision to turn around the brand into a cool and fun Indie brand which “fuels friendship” and crafted a robust 8 Quarter Plan (8QP) brand leading to significant profitable growth.

Advertising campaigns also created buzz and fame for the brand when they won two major awards at the Tambuli Integrated Marketing Effectiveness (a first in the brand’s history) and infiltrated the country’s pop culture, with “Sobrang Cheesy!” now a part of Pinoy lingo. Moreover, Greenwich “Cheesy Campaign” bagged this year’s Gold Araw Award for Best Integrated Campaign – the only quick service restaurant brand to win Gold in the said competition, besting other big campaigns.

Concurrent to these communications was the launch of the new-generation Greenwich flagship stores. The stores are a radical departure from previous Greenwich incarnations. The flagship stores feature couches and lounge chairs and wall art from Team Manila. The new stores felt more like a café. Customers are welcome to stay, chat and lounge, providing a relaxing atmosphere. In stores near call center hubs, operations are 24 hours to cater to unique time zones.

Greenwich is now “cool” – calm and confident, bold, brave and authentic. Just like their target market, they have their finger on the pulse of the society, and they are not afraid to change the norms.

As a result, they lead, pushing us into new ways of seeing things.

January - February 2011

Greenwich is now “cool” – calm and confident, bold, brave and authentic.

www.adobomagazine.com

24

LOCAL NEWS

UPMG PRINT CONGRESS 2010

UPMG Print Congress 2010

How print is making its mark on advertising

01

Why put the print medium on a pedestal when web, mobile, and other media are quickly making their way into the hands of consumers?

Print is powerful. In the rising age of technology, the medium has proven itself resilient. Print was the star of the entire day at the 2nd UPMG (United Print Media Group) Print Congress last November 25, where five stalwarts of the advertising and print industry graced Blue Leaf at McKinley Hill with their passion for print, including TBWA Asia’s creative-at-large John Merrifield and Sonny Coloma of Malacañang’s Presidential Communication Group, who delivered the keynote address.

Although Philippine Daily Inquirer head Sandy PrietoRomualdez acknowledges that we are in the period of multi-media, where print

www.adobomagazine.com

can already be found on the Internet and as applications in iPads, iPods, and Androids, print has come out with the most innovation as far as platforms are concerned.

This is particularly true when used as a platform for user-provided content.

Advertisements are being executed as scented ads, transparent magazine covers, double panoramas, and many other ways in which creative executions are possible. Being in the news business, Prieto concludes, “A newspaper will always matter. It’s about passionate journalism.”

David Guerrero, chief creative officer of BBDO Guerrero/ Proximity Philippines, continued Prieto-Romualdez’s thread by beginning his talk with “if you’ve got something important to say, say it in print.” One of the main

benefits of print is the ability to actually hold it and read it.

Guerrero says that nowadays, it is easier to say things through SMS, but it sounds insincere. The advantages of print are found in its subtlety, intelligent salesmanship, complexity, interactivity and its dark humor.

Speaking of interactivity in print, Tay Guan Hin, JWT Asia-Pacific’s regional executive creative director, says that “print can be alive if you have great creative content.” So how do we make print interactive?

First, get consumers to play with your medium. “One of the things that make print strong is how paper can be cut and folded,“ says Guan.

Second, make the readers participate. He showed an augmented reality ad for the newly-released Mini

January - February 2011

where a 3D image of the actual Mini will “pop out” on the computer screen if you scan the symbol printed on the page on your webcam.

This leads us to Guan’s third criterion, to create a personal experience. It allows the consumers to be part of the advertisement without actually being in it.

One reason why print has stood the test of time is that it has the ability to adapt the most over all other mediums.

Print can now be integrated with social media, mobile media, television, and others. Even outdoor media has the flair of print to it. From just a flat medium, it has grown into a multidimensional one. Just because print is the oldest medium in the world does not mean it is the most backward.

01 UPMG’s Barbie Ateienza and Ricky Algere with David Guerrero and Tay Guan Hin

KIDLAT AWARDS 2010

January - February 2011

LOCAL NEWS

25

www.adobomagazine.com

26

LOCAL NEWS

PANA IN 2010 / ADBOARD 2010

PANA in 2010

Global Standards, Local Relevance Words: Margot Torres, PANA President

In the past 12 months in Philippine Association of Philippine Advertisers (PANA), I, together with the most dynamic PANA Board, realized that what is worse than failure is irrelevance. Irrelevance means unimportance, insignificance, being inconsequential, negligible and immaterial.

Knowing that PANA is a 52-year-old organization begged the question: Have our needs as marketers changed after 52 years? Does PANA’s motto “Truth in Advertising” still apply?

The PANA vision and mission became our beacon to ensure that we deliver the organization’s promise to its members and to the industry.

PANA championed self-regulation with efforts to align the portrayal of women in

advertisements with the Magna Carta of Women as well as efforts to monitor commercial load of 21 minutes together with MSAP. More importantly, PANA initiated a review of its code to align with International Chamber of Commerce.

PANA supported values formation with its PANATA Awards and remained committed to the upliftment of the marketing profession through General Membership meetings with various speakers like Jeffrey Seah of Starcom Mediavest and Jontin Kee of Mediamind Singapore. PANA, together with IMMAP, also designed a joint learning series called “Digital Wednesday.”

PANA also wanted to elevate the Filipino marketing talent to a global level and launched PANA Brand Camp, sending

the winning team to compete in the 1st Cannes Young Lions Marketers’ Competition – who in turn brought home the silver medal.

the changing landscape of the industry, that we remain globally competitive as marketing professionals and that the consumer’s interest and power of informed choice are protected.

PANA realized we needed to benchmark with the rest of the world. PANA’s membership in World Federation of Advertisers (WFA) allowed PANA to keep abreast with global developments and gain access to best practices. PANA also played host to the World Federation of Advertisers Asia-Pacific Conference last October with representatives from Australia, Singapore, Malaysia, Pakistan, Indonesia and Philippines.

PANA in 2011 will remain steadfast to its commitment to self-regulation with a review of its Advertising and Trade Practices Code to ensure that we respond to

AdBoard 2010

Collaboration and Change 2010 was a very challenging year for the Advertising Board of the Philippines, especially in trying to make the AdBoard a relevant umbrella organization that serves the needs of all member associations.

A team I personally handpicked met every Thursday evening for four months to re-engineer all the provisions that are no longer applicable to today’s realities. We circulated the suggested changes in the by-laws and were all pleasantly surprised that all member associations bought in to the major changes we suggested, most importantly, the levelling of the playing field by giving every member association one board seat.

The only suggested change that remains to be discussed is the proposed name change, or rath-

www.adobomagazine.com

January - February 2011

Words:Andre Kahn, AdBoard Chairman

er, retaining the current name—the AdBoard— which will be tackled in a special meeting. It is refreshing to know that most practitioners have placed a great value on the AdBoard brand.

I thank each and every member of the Constitutional Committee for their dedication and hard work, without which we would never have achieved this objective in record time.

In 2011, we will see the same process in the re-engineering of the Trade Practice Manual, targeted for unveiling alongside the new Advertising Board in November at the Advertising Congress.

GREEN-MINDED BUYERS

LOCAL NEWS

27

Green-Minded Buyers

Indian and Chinese consumers more environmentally conscious than Western consumers, says MPG survey Havas Media and MPG’s Brand Sustainable Futures analysis found that Chinese and Indian consumers are among the most concerned about sustainability, or environmental responsibility, along with Brazilian consumers and ahead of European consumers.

The research asked 30,000 consumers in nine countries: Brazil, China, France, Germany, India, Mexico, Spain, United Kingdom and the United States. The study, which explored 150 brands across 10 different industries, revealed that only one-third of brands are considered “meaningful” by consumers. There is also strong evidence that the more “sustainable” the brand is perceived, the more “meaningful” it becomes to consumers.

Brand Sustainable Futures assesses, tracks and compares how a company’s sustainable endeavors resonate with consumers and the contribution these, in turn, make to brand equity. Consumer findings in

China and India include: -Environmental pollution remains the key issue of concern for Chinese consumers, with almost half (49%) saying that they are“very concerned”about it. In India the proportion of those“very concerned”about environmental pollution is well over half (57%), compared to just over a third (35%) of global respondents.

-Sustainability remains a key issue for consumers worldwide. 20% of Indian consumers always consider environmental/social aspects when making purchasing decisions, versus 15% for Chinese consumers.

-The two main barriers to buying responsible products both in China and India are a lack of information about them and the limited availability of such products.

-China is a country with highly engaged, enthusiastic and active consumers. Since 2009 it has shown an 11% increase in Devotees (active followers) of sustain-

ability issues. In India, Devotees make up the largest proportion of consumers (29%).

However, this level of engagement does not come without a price, with one-fifth of Chinese consumers being engaged and critical of corporate motives, an increase of 10% from 2009. Also, Indian consumers appear to have slightly higher-than-average expectations of companies in terms of sustainable endeavor and there is a stronger feeling of empowerment.

In both China and India, local brands are seen as more “socially and environmentally responsible” than international brands. The household appliance manufacturer Haier is the most frequent top-of-mind mention of a socially/environmentally responsible company, followed by I.T. companies IBM and Lenovo. In India, Tata, Reliance, ITC and Nokia are the top perceived “socially and environmentally responsible” companies.

McDonald’s Philippines 30th anniversary

Celebrating with coupons and classic TVCs For its 30th year in the Philippines, McDonald’s is bringing back a host of Filipino favorites from the fastfood giant, including classic TV commercials and the successful annual ang pao coupons, which McDonald’s has been using since 2002, consistent with couponing by McDonald’s in the region.

“We re-aired McDonald’s classic TV ads starting with Simbang Gabi (“Opening”) last December,” said Margot Torres, McDonald’s VP for Marketing. “Expect ‘Kita-kits’ spot and Karen-Gina this January.”

Instead of the red ang pao envelope as in previous years, the 30th anniversary coupons are in an

accordion small enough to fit the wallet executions in newspapers.

The coupons push Chicken McDo and McFloat, which are favorite items at McDonald’s.

“The brief was to announce coupon efforts with an impactful print ad cum non-traditional coupon distribution channel on first working day of the year,” said Torres.

Said Leo Burnett Manila Business Development Director Sue Ann Nolido,,” We were simply thinking about budget-conscious urbanites.

More so in January since they overspent during the holidays for

sure. We were trying to convince people depriving themselves of their usual McDonald’s indulgences and opting for cheaper alternatives that you can still continue to enjoy your McDonald’s favorites through the 2011 coupons.”

Torres explained the thinking behind the line “30 years of McDonald’s Magic”: “[It] represents what McDonald’s has really brought to the Philippines since 1981.”

More anniversary plans will be revealed later in the year.

January - February 2011

www.adobomagazine.com

28

LOCAL NEWS

YAHOO! PHILIPPINES

Science + Art + Scale

Side Dish SANDRA PUNO SENIOR VICE PRESIDENT DIRECTOR OF COMMUNICATIONS NESTLE PHILIPPINES, INC.

The Yahoo! Philippines connect-and-select equation

What don’t people know about Nestle?

That in 2011 we will be celebrating 100 years of Nestlé in the Philippines!

How do you encourage out-of-the-box thinking at work?

If you would like to train a digital newbie how to deal with the exasperating content that pops up on every other page he visits, do so with two words: connect and select.

It seems that this year, Yahoo! Philippines has infused three important elements to the equation. Science + Art + Scale.

By setting innovation/creativity as part of my team’s Key Performance Indicators (KPI). Going out of one’s comfort zone is extremely uncomfortable so the pull has to be there.

What do you wish your agency could do better?

Big ideas! It takes two to tango so I wish we are also able to do even better briefs.

How do you spend your weekends?

Weekends are sacred. I don’t mind working for as long as I am physically with my family.

Getting into the brand communications grind, the popular online enterprise/portal/search engine works to get deeper consumer insight by understanding how to target an audience. “It is an ongoing way to optimize solutions,” says Jack Madrid, Yahoo! Philippines country manager in a recent session with press. That’s the Science part.

Art is the way of providing advertisers a canvas to deliver their message in more creative ways. That aside, Yahoo! invests in deep, rich and relevant content. “You

What are your food preferences?

Tough question because I love food! It’s a wide range of preferences – from the kakanin (rice cakes) of Bulacan to risottos and fondues.

Name three brands you associate with your childhood.

Maybe Shoemart and National Bookstore where my mom would usually bring us before school starts.

And yes, MILO – we ate it, drank it and enjoyed it as ice candy!

How are you changing the world?

I am lucky to work in a company committed to providing good food and services that will delight consumers. By being true to our company mission, I believe I am able to help change the world for the better.

Sandra graduated with a Major in Economics, Minor in Communication Arts, Cum Laude, from the University of Santo Tomas. She was the first Overall Coordinator of the Catholic Mass Media Awards before moving to account service. Prior to Nestle, she was VP for Client Services in what is now Ace Saatchi & Saatchi. Sandra is part of the global Corporate Nestlé Brand Leadership Council. Sandra is also in the boards of PANA and the AdBoard, and a member of the ASC TechCom.

www.adobomagazine.com

January - February 2011

need the right context to make the ad work,” enthuses Madrid. New solutions include takeover ads, pullover ads, social ads and editorial programs such as the famed McDonald’s Twister Fries takeover ad and Manny Pacquiao’s Head & Shoulders’ Log In unit.

Yahoo! prides itself in their audience potential and hence, Scale. Their ability to reach their audience is an indication that they are getting their message across. By providing online messengers, e-mail, and news, Yahoo! is able to move their business and the business of their advertisers forward.

So when does Yahoo! connect and select? “Yahoo! has a personal relevance; we have a good pulse of what the audience wants. We allow consumers to customize the applications on their homepage and our visitors do not get the same content every time. Their homepage depends on what their viewing histories were,” concludes Madrid.

CHINESE HOROSCOPE 2011

LOCAL NEWS

29

Chinese Horoscope 2011 Words: Ma Man Han Illustration: Mishca Timonera

This 2011, we anticipate the arrival of the Year of the Rabbit! This year is considered the Wood Rabbit in Metal Year, completely opposite elements that offer the promise of great things if brought together. For people in advertising, make sure your creatives make peace with accounts. Mend any broken bridges with former workers, and clients, as it will lead you to greater rewards.

After all, in 2011, the mind is ripe for thinking “out of the box.” Creative businesses look to bring gold this year, especially with the strong Rabbit traits of articulation and good business. This is the year for advertising, so time to break out all the stops! Maybe this is the time for a Gold Lion for those who have none? Use the lucky numbers 8 and 9, and look to the northeast and southwest.

Opposing elements are at work, so brace yourself for interesting circumstances. Whether “interesting” is as Chinese cautionary, or interesting as Western politeness, depends greatly on decisions for the year. To guide your thoughts to harmony, be sensible with small decisions, but let your vision be as big as the Great Wall.

Also remember, lah, while I read stars, this is still your life! Have a Gong Xi Fa Cai! Eat and eat, you are too thin!

Ai-yah!

STRIP AD

January - February 2011

www.adobomagazine.com

30

FILM REVIEW

THE SOCIAL NETWORK

The Social Network

A social review from NetBooster Asia, the digital agency making waves in social networking Vince Sales Advertising is changing. And the culprit behind many of these changes is Facebook (FB). It’s no wonder then that the latest film by David Fincher (Seven, Fight Club, The Curious Case of Benjamin Button) was met with more than passing interest from me and my colleagues from Netbooster.

These days few campaigns we create are without a Facebook component and here finally was a movie about the origins of that Internet juggernaut/fad that we’re all on 24x7.

In one word: “Like.” On the surface, The Social Network doesn’t sound very interesting. We’ve all heard of Facebook’s legal problems in one way or another, and the movie is precisely about that – sounds like a snoozer. Like any legal drama, the talking comes hard and fast. From the getgo, lines are delivered at breakneck speed and if you don’t pay attention, you just might miss the wit on display. If anything, all this cleverness is The Social Network’s Achilles’ heel, and the reason behind the polarization of its viewers.

Fincher wins a “Like” for presenting this talk-fest with multiple layers. What’s the truth? Who really deserves credit for FB? Are we judging what are essentially the misadventures of a college boy too harshly? All sides are presented and judgments are mostly left to the audience except for a forced ending (spoiler alert!) where Zuckerberg’s legal counsel tells him, “You’re not an asshole, but you try too hard to be one,” tying up the movie in a neat bow which soothes the egos of all parties. Cinematic fail. We’ll let it slide though, and let that remark be buried in our wall feed.

The cast wins “Likes” all around. Jesse Eisenberg, who portrays FB founder

www.adobomagazine.com

Mark Zuckerberg, manages to make his role both dastardly and eminently likable. Justin Timberlake, meanwhile, proves that he can sing, dance and act.

The screenplay version of Sean Parker is tailor-made for him. The rest of the cast performs admirably, giving us a believable glimpse of a world that is remote from ours, and delivering those rapid-fire lines like smart bombs targeted straight to your brain.

What do you guys think?

Niche Dumlao Despite the douchiness of his character, Jesse Eisenberg is actually charming. Like a smarter Michael Cera.

Though he speed talks a lot, it’s all good.

That Saverin actor is tap it. Like a smarter Edward Cullen. Always in black dress shirts, as if sponsored by Wharton… or Ducks Unlimited. But the twins…oh lawdy. One can be for MWF, the other for TTH – like a weekly content plan. All in all, The Social Network is nice. A lot of lessons on social media and social climbing.

Vince Sales Hahaha!

Peter Juan Truth be told, I was afraid I would be bored. Thankfully, this was not the case and I could not help but find myself drawn in. The pacing was admittedly clumsy, jumping from one perspective to the next, from one time frame to another. However, in retrospect, this may have been done on purpose to somehow mirror the controlled chaos of our own online social streams. In the end,

January - February 2011

it failed to paint a proper portrait of the man behind Facebook. It did however; provide such an engaging and colorful snippet of relevant recent history, making it a movie worth watching. Unfortunately, the entire film felt a bit like work to me.

Manny Nepomuceno The soundtrack was awful. Like the sound was hollow. The laugh track was too loud; people coughing in the audio too. Then some people kept standing up in front of the screen. And the camera was shaky.

Vince Sales Waitasec, did anyone watch this movie in the theater?!?

Vince Sales is Associate Creative Director at NetBooster Asia where he posts pics of his new baby, Vito, in between bouts of actual work.

You can try friending him, but he’s pretty ruthless with the “Ignore” button.

THE WALKING DEAD

TV SERIES REVIEW

31

The Walking Dead Words: Gelo Lico, Art Director, Ace Saatchi & Saatchi

Zombies have come a long, long way – from skeletons rising from the grave to hordes of germ-infected cannibals wandering aimlessly on the streets, waiting for their next victim.

I myself love the concept of dead people being brought back to life for the sole purpose of eating humans. It allows me to enjoy violence in a very primal fashion without any conscience. It’s nothing short of an amazing franchise.

We see them in different platforms – movies, graphic novels, literature, video games, and now, television. I think there were a couple of zombie-themed T.V. series from before, but this one is way better!

Frank Darabont’s adaptation of the graphic novel The Walking Dead is currently aired on the AMC Network, and it’s giving me a bloody grand time. The series looks good, aesthetically. It’s like a T.V. show with a movie budget. They have well-produced sets, awesome makeup and prosthetics, and a replica of a vast and lifeless Atlanta city crawling with dead people.

The story opens with Sheriff’s Deputy Rick Grimes, together with his partner and best buddy, Shane Walsh, in a gunfight against a bunch of rednecks.

Unfortunately, he got clipped in the shoulder and passed out. After halfconscious visits from his friends, he wakes up one day to find the hospital overrun by the dead. This is the official start of Rick Grime’s adventure.

Rick then rides a horse around a postapocalyptic city and meets a bunch of fellow survivors. Some of them you’ll love, some of them you’ll love to hate.

In an effort to diversify the characters, the writers came up with the most racist stereotypes within this group. They have a racist redneck named Merle Dixon, an Asian pizza delivery guy named Glenn, and an African-American taco vendor called T-Dog. There’s even a bunch of Latino gangsters!

The Walking Dead offers some very interesting facts about zombies. It’s where I learned that zombies actually use their sense of smell to track humans within their surroundings. They can

even smell other dead people. And while zombies are scary when they’re in wild and hungry packs, it’s apparently easy to dispose of them. A gunshot to the head should reunite them with their grave.

The show is loaded with new twists on the undead, and it’s one of the reasons why I love it. We all know that when a zombie injures you, you’ll turn into one of them. Throughout the story, characters come face to face with the moral dilemma of killing a zombie-stricken loved one. So I started wondering what my loved ones can do if I ever turned into one. I asked my girlfriend about it and she told me she’d kill me in an instant. Her answer got me laughing and confused at the same time. Try asking your loved ones the same thing. I’m sure you’ll get some pretty interesting answers.

I like how the series focused on the story instead of the zombies. Yes, there were a few cliché moments, zombies popping out of the dark and all that. But for the most part, the writers focused on the humans and the things they’re willing to do to survive.

In a nutshell, The Walking Dead is not solely out to scare you. It’s a T.V. series, just like Lost and Heroes with cliffhanger endings each episode. A T.V. series that would make you debate with your friends after watching. A T.V. series that’s worth your while, only it just happens to have zombies all over it.

How do you kill what’s already dead? The only way to kill a zombie is by targeting its head. Zombies, in essence, don’t stand a chance against humans. They’re dumb, slow and blind. The only occasion where they pose as a threat is when they’re in packs, all wild, fearless and ready to feed.

That’s when they become really scary!

January - February 2011

www.adobomagazine.com

32

CREATIVE REVIEW

MASAKO OKAMURA, CREATIVE DIRECTOR, DENTSU INC.

Masako Okamura Creative Director Dentsu Inc.

“Advertising can do things that politics or other systems can’t.”

More than 10 years ago, these were the words of a reckless girl, Masako Okamura. A pioneer, Masako is the first female creative director at Dentsu. Once a week, she lectures at university.

Masako’s works have received many awards, including Cannes, Clio, Spikes, London International Awards and AdFest. She has judged for Clio, YoungGuns, AdFest, Cannes, Mediaspikes, One Show, NY ADC and many regional awards. Her public service ads for the Ad Council (in Japan and the U.S.) have been featured a schoolbook in France. Her other works include Liberal Democratic Party (for Prime Minister Junichiro Koizumi), Toyota, Shiseido, Suntory, Thai Airways International and Shizuoka broadcasting. She was chosen one of the “Asian Top 10 Creative Directors” in 2007 by Media magazine.

“Masako, countries that produce interesting ads are mostly good countries.” When I was a child, my father often told me this while flipping through Time, GQ, and other overseas magazines.

Having finished this Creative Review, I have started to regard the Philippines as a good country.

She is a trendsetter who spread the word “Kawaii” in introducing culture of Japan in many countries. Her first book was How to Be a Copywriter. She loves wine and football, and didn’t join Cannes 2010 as she devoted her body and soul to writing a daily column about World Cup 2010.

www.adobomagazine.com

January - February 2011

MASAKO OKAMURA, CREATIVE DIRECTOR, DENTSU INC.

CREATIVE REVIEW

33

The campaign is based on a very obvious idea – when you hear the word cheese, you think of mice. It’s easy to understand, and easy to remember. But why is it that I don’t really feel like I want to go there? If, on the other hand, they’d been advertisements for chips with a really strong cheese flavor, for example, I’d really want to eat those chips.

Café 5845 Cheese Café “Mickey“, “Minnie“, “Gus“ JWT Manila

Love these. Although osteoporosis is a serious problem, if we look at ads from other countries, all they do is to portray the problem as extremely humorous and get celebrities to recommend bone-strengthening supplements (sorry, I’m talking about Japan here).

The problem itself tends to be treated lightly. This campaign turned the seriousness of osteoporosis into terrifyingly beautiful masterpieces.

Anlene “Glass Bones (“Spine”, “Pelvis”, “Wrist”)” BBDO Guerrero / Proximity Philippines

January - February 2011

www.adobomagazine.com

34

CREATIVE REVIEW

MASAKO OKAMURA, CREATIVE DIRECTOR, DENTSU INC.

I know it is a superb restaurant as the refined, polished copy conveys a sophisticated air. My left brain is saying OK, but my right brain is murmuring that it doesn’t look inviting. I need something that whets the appetite.

Chateau 1771 “Taste“, “Class“, “Style“ Ace Saatchi & Saatchi

The target being what it is, advertisements related to the advertising

The executions are colorful and eye-catching, and convey the printer’s

industry shoulder the burden of having to be interesting. However,

capabilities. The advertisement with the “Being sexy black in Art” tagline

this series meets those expectations beautifully. The witty copy and

would, however, been more charming without it. (Sorry!).

the rather dark illustrations cause chemical reactions that make the campaign wonderful.

Canon Pixma “Pro“

Creative Guild RAW School

DentsuIndio

“Clients“, “Foreign Affair“ DentsuINDIO

www.adobomagazine.com

January - February 2011

MASAKO OKAMURA, CREATIVE DIRECTOR, DENTSU INC.

CREATIVE REVIEW

35

The copy “No one wants villainous service. Come here where the service is star-quality, the service is Cebuana.” is copy that must hit home with the people who saw the TVC’s and soap operas. I felt that I wanted to watch this series from the Filipino perspective.

Cebuana Lhuillier “Gladys“, “Celia“, “Lolit“ Y&R Philippines

Speaking of pawnshops, clerks always look down on customers and say things that aren’t nice to them.

I’ve never actually been to a pawnshop but I’ve seen such scenes at the cinema. I’ve been thinking that it’s strange because the relationship between a store and its customers should be the other way round!

These spots make me feel good because they depict bad clerks as villains. Moreover, “real screen villains” play the villains at the pawnshops. This is such fun!

Because I don’t live in the Philippines, I don’t know how well each villain acts, but I’m pretty sure that these commercials are popular there as successful celebrity advertisements.

Cebuana Lhuillier “Bida Ka” Y&R Philippines

January - February 2011

www.adobomagazine.com

36

BANG FOR THE BUCK

UNIQLO LUCKY SWITCH

Uniqlo presses on AWARDS: Gold - London International Awards 2010, Digital Innovation Online Digital Grand Prix - Spikes Asia 2010 Grande Innova Lotus - Adfest 2010 Gold Award - One Show Interactive 2010, Interactive Advertising CREDITS: Corporate Name of Client: UNIQLO CO., LTD. Client Account Directors: Kentaro Katsube/Minako Suzuki Creative Director: Hiroki Nakamura Copywriter: Yasuhisa Nito Art Directors: Tsubasa Kayasuga/Kohei Kawasaki Agency Producers: Shinsaku Ogawa/Hajime Yakushiji Designers: Ryo Tanizaki/Mayuko Kondo Programmers: Hiroyuki Hanai/Koichi Arakawa Production Manager: Tatsuhiko Akutsu Technical Directors: Hiroki Nakamura/Qanta Shimizu/Hiroshi Koike Flash Developers: Qanta Shimizu/Teruo Nakanishi/Taku Ichihara Production Company: Dentsu TEC Inc./IMG SRC/S2 Factory , Tokyo

The brand Uniqlo

in store for visitors. Also helps to make the banner ads look like you’re surfing Uniqlo, without ever leaving the website you’re on.

The challenge To create a banner-ad campaign that won’t be ignored.

The strategy Make the banner ad interactive and engaging, get people to keep clicking. Establish a stronger web presence, even on competitor websites.

The idea Make each click count, by having something

The execution The “lucky switch.” More than a banner ad, the ad comes in the form of a widget.

Clicking on the widget transforms all the images on any website to Uniqlo’s “lucky tickets,” giving customers a chance at discounts and even cash back for Uniqlo purchases. A “winning ticket” awards winners with a special-edition Uniqlo tote, while “losing tickets” serve as Uniqlo advertisements.

Bloggers and website owners can also install the widget on their own site for visitors. When a visitor gets a winning ticket, it is also awarded to the website owner.

The results 4,607 widgets were installed on blogs. Over two million clicks were made on the Uniqlo ads and widgets, with store sales up by 120% and online sales up by 150%.

GLUED TO YOUR MONITOR? visit adobo at

www.facebook.com/adobomagazine

www.adobomagazine.com

January - February 2011

www.twitter.com/adobomagazine

KIDLAT AWARDS 2010

January - February 2011

LOCAL NEWS

37

www.adobomagazine.com

38

REGIONAL NEWS

Regional Newsbriefs DDB Guoan launches VW viral videos DDB Guoan has released viral online videos to promote the Volkswagen Passat station wagon variant in China.

APRIL FOOLS CAMPAIGN

Future Daily The smart April Fools campaign

The DDB Guoan team worked closely with Greg Bray, international creative director (who is based in Berlin), who directed all five videos. He is also handles DDB’s Volkswagen account globally.

“VW Vision,” created by Tribal DDB Beijing and DDB Guoan, is China’s first online video channel dedicated exclusively to an automobile brand.

The site is host to a diverse variety of Volkwagenrelated content, with videos on Volkswagen products, live broadcasts, games, user-generated original videos, car maintenance and customization tips.

Man U stars play water football in JWT Sydney’s new Smirnoff Purity campaign JWT Sydney, together with Collider, Animal Logic and Nylon, has created a new campaign for Smirnoff, the world’s No. 1 premium vodka. The “Purity” campaign celebrates Smirnoff’s collaboration with Manchester United, the world’s premier football team.

JWT Sydney’s first campaign for Smirnoff vodka will launch across the Asia Pacific region this month.

The film will be available to view through popular digital channels in Asia. Nylon sound designer Simon Lister and composer Blair Joscelyne worked together on the intense sounds. “The spot shows a lot of impacts and hits of the ball among the players, and as they were playing the game in water,” said Lister.

Sony Ericsson to launch its first TD handset in China with 360 campaign by iris Sony Ericsson just launched its first phone to support the TD-SCDMA network in China in an exclusive partnership with China Mobile. Sony Ericsson has tasked integrated marketing agency iris with creating a 360 campaign for the launch of the A8i smartphone. The “Sulin A8i” campaign aims to convey the fact the phone offers users the ultimate in style in addition to the very best in entertainment services.

The Sony Ericsson A8i, which has been developed

To bring attention to the decline of freedom of speech, McCann Worldgroup Hong Kong created a website, newsin18years.com, for Metro Daily readers to contribute what they think will be in the news in 18 years’ time. The most voted-for stories were published two months after in a special edition newspaper “Future Daily” on April Fool’s Day, allowing the readers to write freely without getting into trouble.

Over a thousand articles were submitted within a month, drawing 200,000 visitors to the website.

Many of the articles were on topics censored or avoided in the traditional media, among them

comments on Taiwan, to the most controversial and most censored subject in Hong Kong – the Tiananmen Square massacre, commonly referred to as the June 4th Incident.

The campaign, which included print and on-street posters, received Golds in Integrated and Media, Bronze and Silver in Direct & Sales Promotion, and Silver in Digital at Spikes Asia 2010. It has also won Gold and Bronze at the Campaign Digital Media Awards, and swept the Hong Kong 4A’s Kam Fan Awards, with two Bronze, three Silver and two Gold Awards.

in collaboration with China will go on sale this month. The independent agency appointed one of Asia’s leading creative talents, Barry Low, as its

CREDITS:

creative director for China in August.

Ad Title: “Future Daily on April Fool” / Advertiser: Metro Publishing Hong Kong / Agency: McCann Worldgroup Hong Kong / Executive Creative Director: Spencer Wong, Nick Lim / Creative Director: Joseph Mok, Law Chi Hang / Thought Starter: Stanley Wong / Art Director: Joseph Mok, Gary Lam / Copywriter: Law Chi Hang, April Fang, Spring Liu / Interactive Content Director: Zoe Kuo / Account Service: Yen Lee, Winson Wong, Chris Tam / Integrated Communications Planner: Penelope Yau / Publication Editor: Jeff Lee, Jeff Wong /Technical Director: Henry Chu, pill & pillow / Production Programmer: Keat Mok, Anna Tsang, pill & pillow / Photo Retoucher: James Chan, Eddy Cheung, Surreal Digital Imaging, In Between / Photographer: Marco Chow, Dick Chan, Wow Production, D-shot / Editor: Paul Swee, Studio 13

www.adobomagazine.com

January - February 2011

COCA-COLA MEDIA POLES / CLIO HEALTHCARE AWARDS 2010

REGIONAL NEWS

39

Y&R Singapore launches campaign for Singapore Navy Y&R Singapore has unveiled its first creative campaign for Republic of Singapore Navy (RSN) since winning the business in July 2010. The fully integrated and innovative campaign launched last month with an online teaser leading into a television and cinema commercial entitled ‘Waves’ which was further supported by print, outdoor and DM. The brand campaign redefines the role of the RSN as not just a vital defender of her waters but as an enabler of Singapore’s economic prosperity in peacetime. The

corporate communications started with an innovative “live” word cloud to make Singaporeans aware of the importance of international sea trade in everyday life and the role the RSN plays in protecting

Singapore’s waters which is one of the busiest ports along the world’s major east/west trade routes. This message crescendos with an online presentation of the ‘Waves’ TVC.

CLIO Healthcare Awards 2010

McCann and Sorento lead Asian winners Over 50 CLIOs were awarded in nine categories at the second CLIO Healthcare awards in Novermber last year. Stand Up To Cancer (SU2C), the cancer research program of the Entertainment Industry Foundation non-profit group, was presented with the Honorary CLIO Healthcare Award.

Three Gold winners emerged in this year’s show, which saw no Grand CLIOs and no winners in Billboard category. The Print category had the most winners, with one Silver CLIO and 10 Bronze statues awarded.

The Innovative Media Gold went to Shalmor Avnon Amichay / Y&R Interactive Tel Aviv, Tel Aviv radiobased “SDIA Project” for the AIDS Task Force. The campaign also picked up a Silver in Radio.

The Radio Gold went to the Doppelherz “Calming Tablets” campaign by Scholz & Friends Hamburg.

Prime Stockholm received a Gold award in Strategic Communications/Public Relations for the “Decamerone”, the world’s most-vaccinated city campaign, for the Stockholm County Council.

Mumbai and Sydney shops made India and Australia the most-awarded countries in Asia-Pacific this year. Sydney’s Three Drunk Monkeys won the only Silver award for the region. Mumbai-based Sorento Healthcare Communications was the most-awarded agency; McCann was the most awarded network, with offices in Mumbai and Tokyo picking up Bronzes. JEH United Bangkok received a Bronze in TV/Cinema/ Digital.

January - February 2011

www.adobomagazine.com

40

REGIONAL FEATURE

MATTHEW GODFREY

Y&R’s Matthew Godfrey: The time to be hungry is now Words: Bujit Tesoro Interview: Cynthia Dayco

Most probably, Matthew Godfrey’s stomach doesn’t growl as often as his ambition does. Satiety seems to be rejected by his system. “This hunger in me, this is the type of hunger Y&R was looking for that’s why they got me on board,” asserts Y& R’s new president for the Asia-Pacific region.

Such is his appetite for opportunity that the network’s less-than-inviting regional standing made him accept the post. “Y&R’s current position in the WPP network is the reason why I came. There are only three good holding companies and WPP is the one that’s ahead. A holding company with a very strong communications group leading in almost every part of the world. Y&R enjoys a leadership status in the United States. It’s strong in Europe. However, it’s not leading in Asia. It doesn’t seem to be in the frontage. And the rest of the Y&R world can’t understand that. But to me, it’s a good opportunity that can be fixed. Amongst WPP opportunities, this is the one where you can come and collectively, with your people, make a small amount of change and make a huge amount of difference; and be known for creating something. And that’s fantastic for me. Whether you’re running an office or network, you’re here for ambition.

You’re here to be famous and make your clients famous.

And it seems to be the opportunity here. If I was offered a post in other WPP companies, I would ask ‘where would you take them?’ because there simply isn’t that same white space opportunity.”

He sees other WPP jobs as simply managerial where “briefs would merely state don’t mess it up.” Unlike his present job where the brief says “this is more like a construction job, Y&R Asia Pacific is an unfinished building. And it can become quite fantastic. So, you don’t stop at being building manager. There’s a setting-up opportunity. You’re part architect, part designer.”

Having spent 21 years in the region, Godfrey knows the Asia Pacific like the back of his hand. With all the economic changes happening in the U.S. and Europe, he believes that the world is looking at Asia to facilitate market growth. “My company, and probably everybody else’s company, is expecting 15% growth. And how do we get 20%, 25%? It can’t be with the follower mentality. The time to be hungry enough to outgrow competition is now.

The evidence is that some of the most conservative clients are embracing that thinking so it means consumers are ready to embrace the new and untried.”

www.adobomagazine.com

To demonstrate his point, Godfrey launches into a narrative on how the Beijing Olympic Stadium, the Singaporean Formula 1 and Indian car manufacturer Tata shook things up.

“Before the 2008 Olympics, all multi-million dollar stadiums sported the same look. They all had the same briefs. Until a marketing executive pitched this idea to an ultra-conservative client: the Chinese government: ‘The stadium is a symbol of the greatness of the games. It should speak from the heart of the nation. People should feel the soul of the nation. So, the bleachers should not just sit people. Those bleachers should sit the hearts of the nation.’ And what do you know? They managed to get it through. It has never been done before yet the Chinese government said ‘we’ll go with your vision and build it.’

And unlike other Olympic stadiums, Beijing’s is now a tourist destination.”

Such strategic savvy fueled the transition of a 50-year sports event, the Formula 1. A very simple spin on the brief ‘Let’s have a race’ created the first-ever night race. “It revolutionized the sport and revitalized the city.”

To many, India may be considered the land of motorcycles. “But Tata was obviously hungry and driven.

They came to change the landscape of the auto industry in India. While everybody else’s game plan was to make motorcycles while waiting for the middle class to become rich enough to afford cars, Tata decided to make a car that can compete with the motorcycle.” According to Godfrey, such thinking would have been ignored and dropped in the U.S., “because they wouldn’t have seen the white space opportunity that’s here in Asia.”

Middle ground then is simply not acceptable to Godfrey.

And he is positive that he can bring in more inspiration, vision, drive and energy into the company. “There has to be hunger in the organization to cut through the clutter and beat the best. We need to embrace that mentality.

And I shall set the culture around that mentality. We have to have a community who think the same and do the same.”

January - February 2011

“There has to be hunger in the organization to cut through the clutter and beat the best. We need to embrace that mentality.”

KIDLAT AWARDS 2010

January - February 2011

LOCAL NEWS

41

www.adobomagazine.com

42

REGIONAL NEWS

ADFEST 2011

ADFEST 2011 Jumpstarts!

As it enters its 12th year, the Asia Pacific Advertising Festival (ADFEST) is shaking things up by moving to Phuket, Thailand.

Previous ADFESTs were held on the island of Pattaya.

Commenting on the move, ADFEST president Jimmy Lam says, “Phuket provides the perfect environment for networking, exchanging ideas, and seeking inspiration.” The Festival will be held at the Movenpick Resort & Spa, near Karon Beach in South West Phuket.

Phuket is an island famous for its beaches, especially featured in the Leonardo DiCaprio film, The Beach.

ADFEST 2010 was originally slated for July, then canceled, along with their Young Lotus Workshop, due to political unrest in Thailand. Awards were still given out in July last year after the jury convened in Tokyo, Japan. Last year saw the introduction of the Lotus Roots award for the ad that best embodies the heritage and character of Asia Pacific, consistent with their “Made in Asia” theme. Only a handful out of 3,000 entries were awarded Lotuses.

This year’s theme for ADFEST is “Jump Start,”reflecting the festival’s commitment to being an impetus for those starting out in advertising and production, and to trigger inspiration in established professionals.

As part of the festival, the award ceremony will be preceded by the 7th Young Lotus Workshop. The Young Lotus Workshop is a two-day workshop that aims to train and nurture young advertising and creative talents in the Asian Pacific region.

The 2011 Young Lotus Workshop will be run by TBWA\Asia Pacific, led by John Merrifield, the agency’s creativeat-large. Participants will be taught TBWA’s Disruption philosophy – the art of asking better questions, challenging conventional wisdom, and overturning assumptions or prejudices that get in the way of visionary ideas. For the first time at ADFEST 2011, three finalist teams from the workshop will present

www.adobomagazine.com

their ideas onstage at the Young Lotus Session on March 17, 2011. The audience will be able to vote on the team most worthy of winning the delegates’“Popular Vote.”

As usual, there is the Fabulous Four program for up-and- coming directors in the region. Entry into the program will be determined based on five-minute scripts based on the “Jump Start” theme. The best four will be selected by the Film Craft Lotus and New Director Lotus jury. The winners will have their films produced for screening at ADFEST. ADFEST is also be a part of the 4th Intercontinental Advertising Cup or The Cup 2010, to be held in Istanbul, Turkey on March 11 and 12. 3 advertising executives will represent ADFESST and the region as jurors: Ted Lim, Executive Creative Director/Deputy Chairman at Naga DDB Malaysia; Brett Mitchell, Director of Digital at Droga5 Australia; and Ravi Deshpande, Chairman & Chief Creative Officer at Contract Advertising India. ADFEST will present THE CUP 2010 winners at their awards presentation on Thursday, March 17.

ADFEST will also get first peek at The Gunn Report 2010: Asia Pacific. Donald Gunn will be at the festival, and Gunn Report Certificates will be presented at the ADFEST Award Presentation on March 17, 2011.

ADFEST will also introduce a new category, the Promo Lotus, honoring promotional activities that increase sales such as sampling, field marketing, competitions and cross-promotions. Lam says the new category came about upon popular insistence from agencies that promo deserves a category of its own.

Another first, agencies can also enter the Lotus Roots category, which awards work that reflects the legacy, heritage, history and traditions of Asia.

There are now 15 Lotus categories in the running: Film, Press, Poster, Outdoor, Radio, Cyber, Direct, Promo, Design, Print Craft, Film Craft, New Director, 360, Innova, and Lotus Roots. ADFEST also

January - February 2011

has a set of special awards for Advertising Agency of the Year, Interactive Agency of the Year, Direct Agency of the Year, Network Agency of the Year, Film Production of the Year, and Advertiser of the Year.

The program includes a seminar from D&AD chairman, Simon ‘Sanky’ Sankarayya called ‘The Chocolate Room’ on the collaborative nature of communications today.

Contagious also returns to ADFEST to share its first Asian Trends Briefing of the year, ‘Projects, Not Campaigns!’, presented by the magazine’s Co-Founder & Editorial Director, Paul KempRobertson. Robertson believes that the best brands involve conversations with their consumers, networks and real-time reactions.

From Brazil, Washington Olivetto of WMcCann, who is also Grand Jury President for ADFEST, will explain how his agency has made a mark on pop culture in South America in a Seminar titled, ‘Advertising and Pop Culture’.

“Thailand fascinates me a lot and I think Adfest is a festival of great importance.” says Olivetto. “The Festival will bring many innovative things in worldwide advertising. It will be a surprising and favorable festival, for sure.”

As of this writing, announced panelists are Sheung Yan Lo of JWT China as Jury President for Outdoor Lotus, David Guerrero of BBDO Guerrero as Jury President for Press Lotus and Poster Lotus, Tan Kien Eng of Leo Burnett and Arc Worldwide as Jury President for Direct and Promo Lotus, Ram Madhvani of Equinox Film Pvt. Ltd as Jury President for Film Craft and New Director Lotus, and Jureeporn Thaidumrong of JEH United Ltd as Jury President of Film and Radio Lotus.

“I’m sure the festival will show us lots of inspiration and relevant solutions for marketing challenges. Adfest always brings us great creative ideas with a local twist.” says Lo.

GRAND JURY PRESIDENT Washington Olivetto Chairman, WMcCann Sao Paulo and Chief Creative Officer, McCann Worldgroup to Latin America and Caribbean One of the most awarded advertising men in the world, Olivetto has won more than 50 Lions in the Cannes Advertising Festival.

He was elected “The Most Awarded Creative” of the past 20 years by Profissionais do Ano (“The Professionals of The Year”), a prestigious annual T.V. advertising contest organized

by Globo, Brazil’s largest television network.

He was also named one of the “25 Key Advertising Men in the World” by the British magazine Media International. He was elected twice the “Advertising Man of the Century” by ALAP (Latin American Advertising Agencies Association) and by the Brazilian advertising news website Monitor Mercantil.

Guerrero comments, “It will be great to see Adfest give a kick-start to the year in its new location. Phuket looks like a really good place and as the first big show of the year its often an indicator of what is to come for the region in the global shows.”

“I’m also looking forward to a snake-free Adfest in Phuket since I was bitten by one in Pattaya.”

ADFEST 2011

REGIONAL NEWS

43

ADFEST Jury Heads Press and Poster Lotus David Guerrero Chairman & Chief Creative Officer BBDO Guerrero / Proximity Philippines In 1998, David founded BBDO Guerrero Ortega, consistently ranked as one of Asia’s leading creative agencies and recognized in 2010 by the country’s 4A’s

Film Lotus and Radio Lotus Jureeporn Thaidumrong Executive Creative Director Founder, Jeh United Bangkok After graduating from Chulalongkorn University, Judee started out as copywriter at DY&R Bangkok from

Outdoor Lotus Sheung Yan Lo Chairman, JWT Shanghai and Executive Creative Director JWT North East Asia A member of JWT’s global creative council, Sheung Yan has come a long way since joining China’s advertising industry in 1996.

Film Craft Lotus and New Director Lotus Ram Madhvani Director, Equinox Films Mumbai and Partner, Equinox Films Private Limited With over 20 years’ experience in the profession, Ram has worked with every important advertising agency in India.

Ram has won numerous national and

Direct and Promo Lotus Tan Kien Eng Chief Executive Officer, The Leo Burnett Group - Leo Burnett / ARC Worldwide / Alpha 245 Singapore Malaysia Kien is acknowledged as Malaysia’s leading advertising CEO from a creative background.

for its leadership of the local industry.

It is the current “Agency of the Year” in the Philippines, according to Campaign Brief Asia. And the same magazine has named him one of the region’s “Top 10 Creative Directors.”

the radio jury. He has also headed juries at ADFEST and MADC and judged at Clio, AWARD, YoungGuns, Media, Kancils, Singapore Creative Circle, London International and New York.

In 2007 David was the first Jury President from Southeast Asia at Cannes, heading

1990-1993, after which she joined Leo Burnett Bangkok as senior Copywriter from 1993-1994, followed by Far East DDB Advertising Bangkok as Associate Creative Director from 1994-1997. Was hired as Creative Director at Results Advertising Bangkok from 1997-2001.

Appointed Executive Creative Director

at Saatchi & Saatchi Bangkok from 20012005. Under her leadership, the agency won Thailand’s first Cannes Gold Lion in 2000 and Thailand’s first D&AD pencil in 2003. She won a Cannes Gold Lion for TV Campaign for Energy Policy and Planning Office (EPPO) and founded an independent agency, JEH United, in 2005.

Along the way he helped JWT garner prestigious regional and global advertising awards. JWT Asia Pacific was named

by ADFEST “Network Agency of the Year” in 2008 and 2009. And JWT Shanghai was also named by ADFEST “Agency of the Year” in 2009, a first for an agency from China.

Show in the China Advertising Festival four times, the Hong Kong 4A’s Best of Show, China’s first Gold Clio, multiple Golds at the Asia-Pacific ADFEST and a D&AD silver, to name a few.

His other awards include the Best of

international awards, including a Silver and a Bronze Lion at the Cannes Advertising Festival & awards for Best Director, Best Film and Best Production Design at the Asia Pacific Awards.

Directors by the Gunn Report in the year 2007. Two commercials, “HappyDent” and “LMN” that Ram directed were in the Top 20 of the last 20 years in the Shots magazine “Best of Asia Pacific” list.

He has been chosen among the “Top 10 Directors in the Asia-Pacific Region” and was ranked No. 11 in the Most Awarded

His work has won over 300 major awards such as four Gold Cannes Advertising Awards, Grand and Gold New York Festivals, Gold Caples International Awards, four out of six ‘Best of Shows’ at the Malaysian Direct Marketing Award, Asia Pacific ADFEST, Asian Direct Marketing Awards, the Echo International Awards, British Design and Art Direction.

January - February 2011

His credentials include being a founding member of the Malaysian Graphic Design Association, a council member of Direct Marketing Association, Malaysia and Country Chairperson for John Caples International Awards representing Singapore& Malaysia, a speaker at various Direct Marketing, Digital and Branding seminars.

www.adobomagazine.com

44

AD ALIKE

OGIVLY BEIJING - DDB SHANGHAI

AD ALIKE

Ogilvy Beijing

DDB Shanghai

Greenpeace

China Environmental Protection Foundation

www.adobomagazine.com

January - February 2011

KIDLAT AWARDS 2010

January - February 2011

LOCAL NEWS

45

www.adobomagazine.com

46

REGIONAL NEWS

CAMPAIGN ASIA-PACIFIC AGENCY OFTHE YEAR

Campaign Asia-Pacific Agency of the Year 2010

DDB Group Asia-Pacific leads Agency Of the Year winners

01

The Campaign Asia-Pacific Agency of the Year 2010 awards gala dinner held December 14 at the St. Regis Hotel Singapore had a full house of nearly 450 guests. Agencies and their chiefs in Asia-Pacific, and the Southeast Asia, North Asia, Greater China, India and the Subcontinent, and Australia/ New Zealand sub-regions were rewarded for their outstanding work in the past year.

Agency Network of the Year and Digital Agency Network of the Year for Tribal DDB Asia Pacific. Its chairman John Ziegler was named Asia-Pacific Agency Head of the Year, besting Cheuk Chiang of PHD, Barry Cupples of Omnicom Media Group Asia Pacific, Chris Thomas of BBDO/Proximity Asia and Jarek Ziebinski of Leo Burnett & Arc Asia Pacific for the award.

DDB Group Asia Pacific dominated the Asia-Pacific awards with the Creative

The same pattern emerged in Greater China, with DDB China Group Shanghai

www.adobomagazine.com

January - February 2011

as Creative Agency of the Year, Tribal DDB Shanghai as Digital Agency of the Year, and Michael Dee as Creative of the Year.

“The night proved to everyone that we are not just the best creatively, but we lead the field in every discipline. No other network in the region can boast such a high pedigree of agencies,” said Ziegler.

“To me, the most gratifying is knowing every single person in our 2,000-strong network put their heart and soul into

making DDB Group great. These wins belong to all our people. They believed in their own ability and talent, and they believed in our brand. We are now number one in the region. It’s been a long journey to get here, and I know this is only the beginning.”

Earlier, Pierre Berard, of Pernod Ricard China was named Client Marketer of the Year; Gillette India, as Brand of the Year.

Other Asia-Pacific winners were Deepika Nikhilender of Mindshare Asia Pacific,

CAMPAIGN ASIA-PACIFIC AGENCY OFTHE YEAR

REGIONAL NEWS

47

03

02

Asia-Pacific Account Person of the Year; McCann Healthcare Worldwide Asia Pacific, Specialist Agency Network of the Year.

In Southeast Asia, Ogilvy’s Singapore office led the pack. Ogilvy Singapore rose as Creative Agency of the Year, OgilvyOne Singapore as Digital Agency of the Year and Stephen Mangham as Agency Head of the Year.

Southeast Asia awardees include Thirasak Tanapatanakul of Creative Juice Bangkok, Creative of the Year; Indraneel Guha of Lowe Vietnam, Account Person of the Year; and Cindy Chia of Mindshare Malaysia, Media Planner / Buyer of the Year. RAPP Singapore added to the DDB tally with Specialist Agency of the Year honors, ZenithOptimedia Singapore bagged the Media Agency of the Year award.

Mindshare came out strong in India & the Subcontinent with the Media Agency of the Year and Digital Agency of the Year for Mindshare Mumbai, Media Planner/ Buyer of the Year for Averill Sequeira of Mindshare India and Agency Head of

the Year for Gowthaman Ragothaman of Mindshare India.

Leo Burnett Sydney won more awards than any other agency in Australia/New Zealand with Creative Agency of the Year, Creative of the Year for Andy DiLallo, and Agency Head of the Year for Todd Sampson.

04

PHD was declared Asia Pacific Media Agency Network of the Year and Mark Holden of PHD Network Asia Pacific was Asia-Pacific Media Planner/Buyer of the Year. In the sub-regions, PHD also did well: PHD Network Australia won the Australia & New Zealand Media Agency of the Year, PHD Shanghai won the Greater China Media of the Year, and Anna Chitty of PHD Shanghai won the Media Planner of the Year in Greater China.

01 John Zeigler, Chairman & CEO of DDB Asia Pacific, Japan & India leading the charge as DDB Group Asia-Pacific wins the Creative Agency Network of the Year in the Campaign Asia-Pacific Awards last night at the St. Regis Hotel in Singapore.

02 Ogilvy & Mather Singapore is Southeast Asia’s Creative Agency of the Year. Stephen Mangham the agency’s Chairman and Robert Glaxiola it’s ECD pick up their prize.

03 Douglas Faudet, Vice Chairman, DDB Group Asia Pacific; John Zeigler, Chairman and CEO of DDB Group, Asia Pacific, Japan and India; Craig Lonnee, Director of Talent Management, DDB Group Asia Pacific

The final award presented was the Parent Company of the Year award where Omnicom Group, holding company of agencies such as DDB, TBWA, OMD, BBDO, and PHD, emerged the overall winner.

04 Cheuk Chiang, Asia Pacific CEO of PHD (right of award) on stage with the PHD team. PHD was declared Asia Pacific’s Media Agency of the Year!

January - February 2011

www.adobomagazine.com

48

REGIONAL FEATURE

BRUCE HAINES

Bruce Haines: Putting Seoul to the World Words: Mia Marci Interview: Angel Guerrero

It has been two years since Bruce Haines transferred from Leo Burnett London to Cheil based in Seoul, South Korea. adobo caught up with Haines to talk about transcending cultures, and taking a relatively under-the-radar company to move on a global scale.

Haines’ move from Leo Burnett to Cheil surprised people in the industry but Haines reflects on it in stride. “I knew Cheil very well because I worked very closely with Cheil and Samsung business,” he says. Cheil works as a liaison for Samsung, and works closely with the different ad agencies that have Samsung accounts around the world.

Haines himself came to know Cheil through his time in Leo Burnett, and professes affection for the brand.

“Samsung is an amazing company with the amazing products,” he says.

“I’ve always felt that the brand and the communication lagged behind the Samsung quality.”

Therein lay the challenge. “I thought that bringing global best practice to a Korean company would be an interesting challenge, but I also wanted was to grow the business beyond Samsung, and grow it in its national market. So in terms of investing for growth, I thought that that was an interesting thing to do. And certainly, Asia was the region where Asia was thinking ahead, it was growing, it was ambitious, and it was investing in the future and a lot of it works for me.”

South Korea is also known for its strong roots in tradition, so there is a cultural shift that Haines and the company are struggling with until now. “A lot of the way people think and work are very linear,” Haines observes. “The interesting thing

www.adobomagazine.com

January - February 2011

was that the CEO of Cheil recognized that they needed a change of mindset so they can work across different communication channels rather than being very practiced in, say, above-the-line, or practicing below-the-line. So I think they’re very interested in me bringing that experience into the company.”

Haines did note different priorities in Korean agencies compared to their Western counterparts, especially U.S.based advertising. He noticed that Korean agencies tend to be very much focused around account management and account management relationships, while client relationships are more important in American agencies. But in the end, Haines believes that it is all about planning. “Great planning inspires a creative person to do great work. We have everything focused on the product and the people near the product, and beyond that it’s the people who help the people,” he says.

To help bridge the divide between two cultures, Haines imported people for Cheil, but he was also able to train the local staff. “A lot of young talents have returned from outside of Korea, they have a different mindset from the older Korean managers,” Haines opines.

Is he having fun with the challenge? “I also have a life,” he says, and reiterates his mission statement: “Korea needs to be part of the world. We need to be one global company.”

UNDERGROUND LOGIC PARTY

01

EVENTS

49

02

04

03

01 Aids and Treena

05

Tecson with Angel Guerrero 02 Teddy Catuira, Aids Tecson, Nathan Javier 03 Monica Llamas, Toggy Clavecilla, Ces Guerrero with friends 04 Sid Maderazo and wife 05 Illac Diaz, Toti Parcero 06 Tonypet Sarmiento,

06

Ad Hunter and company

January - February 2011

www.adobomagazine.com

50

AGENCY PROFILE

BBH ASIA PACIFIC

03

01 02

www.adobomagazine.com

January - February 2011

04

BBH ASIA PACIFIC

AGENCY PROFILE

51

BBH Asia Pacific

From Singapore to the world Singapore-based BBH Asia Pacific (BBHAP) has achieved unprecedented success not only on a local, but also on a global stage, with work reaching 40 markets around the world. The agency, which prides itself in delivering medianeutral solutions on all levels, launched several high profile brands in 2010.

The launch of the YourSingapore.com campaign for the Singapore Tourism Board (STB) placed digital at the heart of the idea but responded to the brief to improve customer service by developing an eight-part prime-time reality T.V. series, Can You Serve?. The show broke viewer records for a locallyproduced reality T.V. series and is now going into a second season for 2011.

After the re-launch of STB, Singapore welcomed one million visitors for the first time in July 2010 and has seen website visits increase by 300%. The numbers are staggering for other brands as well. “Chuck’s Cup,” a digital campaign for Chupa Chups, achieved 280,000 Facebook fans in six weeks.

Participants of the online game spent 53,000 hours (the equivalent of six years) watching “a teacup” during the campaign period. Axe has also achieved the highest SMS response to the “Call Me” campaign in Asia – five million texts and counting.

01 John Hadfield, BBH AP CEO 02 Steve Elrick, BBH AP Regional ECD 03 Charles Wigley, BBH Asia Chairman 04 Frances Great, BBH AP Managing Director 05 Axe, “Sauce“ 06 Chupa Chups, “Chuck’s Cup“ 07 Yes, “Hope“

05

06

Aside from being Global Agency of Record for STB and Chupa Chups, BBHAP’s campaigns for Axe, Vaseline and Levi’s are being adopted around the world. In addition, BBHAP launched NTUC Income, Vaseline for Men and Unilever’s Surf, on top of the biggest brand launch in Southeast Asia – YES! 4G for Malaysia’s YTL Communications. This is the largest new business win in Southeast Asia, helping the agency grow an additional 29% in 2010 after a 28% growth in 2009.

The agency headcount broke through the 100-employee mark this year, an

07

January - February 2011

www.adobomagazine.com

52

AGENCY PROFILE

BBH ASIA-PACIFIC

05

04 STB, “Fun“ 05 Levi’s, “Kids“ 06 BBH, “Sheep“ 04

increase of 16%, and 16 promotions were made. A true multi-cultural mix, BBHAP’s talent come from 17 countries. Matching its growth with corporate social responsibility. BBHAP has undertaken several initiatives to reduce its impact on the environment, providing all staff with re-usable aluminum bottles instead of bottled water, implemented an agency-wide recycling system, installed energyefficient lighting and water-reduction technology and switched to fullyrecycled paper.

Last November, the agency partnered with the pioneering digital media school Hyper Island to take the entire agency through its radical Digital Masterclass-the first time the Swedish institution conducted classes in Asia.

With effectiveness Golds from the AME and Unilever Global Marketing Excellence Awards, and Best Campaign of the Year, Best Magazine Campaign of the Year, and Best Press Campaign of the Year at the Singapore Hall of Fame Awards 2010, the agency starts 2011 on a high. From its boutique agency beginnings, BBH Asia Pacific is getting ready to join the big league.

www.adobomagazine.com

06

January - February 2011

KIDLAT AWARDS 2010

January - February 2011

LOCAL NEWS

53

www.adobomagazine.com

54

PROFILE

EUGENE CHEONG

Clients through Eugene Cheong’s rose-colored glasses Words: Bujit Tesoro Interview: Abby Yao

Even the toughest creatives give up on the toughest clients. Some clients can be narrow-minded and stubborn. Others ultra-conservative. And then there are those who are just plain ignorant about advertising and pretend they know anything and everything, feeding writers copy that reads like a sales pitch.

But Ogilvy & Mather’s regional creative director for AsiaPacific, Eugene Cheong, realized early on that “if you think you can, you can sell any idea to any client.” During his stint in Ogilvy’s London office, Neil French’s Axe ads for Unilever made him believe that it’s possible. “That time, I thought, we can do great stuff and it was real. We never thought it as possible. Neil gave us hope that it could be done,” he attests.

And that’s what Eugene has been doing for the past 28 years. In fact, he now has over 300 international awards for blue-chip accounts like BMW, Guiness, American Express, Coca-Cola, Unilever, Kimberly-Clarke, Johnson & Johnson, Singtel, Microsoft and The Economist, to name a few. He also penned some of Singapore’s most lauded advertising like East Timor Tourism, Hospice Council and the “God” campaign.

According to him, one way to establish a lasting client relationship is through consistently delivering outstanding work. He, in fact, bagged the chance to work on the God campaign through the recommendation of a client he previously worked with for a department store account. Clearly convinced by Eugene’s genius, the client told his colleagues to drop their plans of bidding out the account in favor of “a person who can make things happen.”

01

Instead of taking the easy way out and following the clients’ directive to create something patterned after America’s “Godspeed” campaign, he opted to go against the grain, and do something original. Feeling that the

www.adobomagazine.com

01 Eugene Cheong 02 / 03 The God Campaign

January - February 2011

HONG KONG KAM FAN 2010

American campaign’s tonality was way too preachy, and might turn off the target market, he wrote about 150 ads that he refers to as more George Burns in tonality – light, witty and whimsical. He managed to sell the ads to 400 pastors (!), who saw the ads as funny, encouraging, positive and not a bit blasphemous. As evangelists, they apparently realized they could reach out to more people with the ads that portrayed God as more open and nonjudgmental.

02

He describes Asian clients as more entrepreneurial.

“Chinese clients, for example, are very aggressive and arrogant. Maybe it’s because as a people, they have no graces. It’s every man for himself. They want the work to be fast, cheap and good (as if it were a stir-fried dish).

If you don’t deliver what they want, they give you an ultimatum. Fact is, there are always at least three other agencies lined up outside their doors. That’s why the work in China is poor even if people work for long hours.”

Though unfortunate, the requisite translations of ads do not dishearten Eugene. A lot of clients insist on translations unperturbed by the fact that a lot gets lost in translation. “You lose a lot especially with wordplay, so you just have to take caution, be more creative and patient in selling an idea that can remain intact even after translation. Then your ad survives.”

03

He remains hopeful that Japan would have a better showing in the years to come. “Even if Japanese clients are conservative, a country with the world’s 3rd largest economy is not punching its way. They should produce as much good work as the U.S. or U.K. It seems they’re happy producing just one or two every year.” He

REGIONAL NEWS

55

elaborates: “Look at the Hungry campaign for Nissin noodles. After that, they haven’t produced anything that good. Uniqlo might have caught the attention of judges, but after a while, since it’s digital, it has become too predictable.”

Though Eugene sees Asian countries rising in the rankings of the world’s most creative shops, he still feels that the region still lags behind. “More often than not, Asian clients question the value of advertising through newer media like digital. I feel that digital has fallen into a segment like direct marketing. Instead of only investing in mass media, I think they should set their sights on investing more in digital or other non-traditional media.”

His favorite clients are those from the 1980’s. “The previous clients were more savvy and advanced. Most of the time, they understood where we were coming from.

They knew about aesthetics and all that. They respected the creative person. I remember I wrote for BMW for three or four years and my client only rejected one ad!

And it was just because he lacked the budget! He wasn’t a marketing expert, he was more of a sales director who was very trusting.”

Eugene has this bit of advice for young creatives: “I’ve had my share of tough clients. The kind who were always nervous, afraid of their bosses and who kept on secondguessing their superior’s decisions instead of making their own. But we still managed to come out with great stuff. If you’re a real creative, you’ll have to have that divine discontent. You have to keep wanting to do good work. Even if you’re faced with the worst clients.”

4A’s Hong Kong Kam Fan 2010 Leo Burnett and McCann Worldgroup lead winners Leo Burnett emerged the leader of the pack with at the Kam Fan Awards held last November 26 at the Hong Kong Convention and Exhibition Center.

Leo Burnett Hong Kong received the Grand Kam Fan and the Media Kam Fan, the grand prix equivalent of the awards show, for its “Curtains” trailer for IKEA. The agency received a total of 38 awards, including four Golds, as well as the Print Kam Fan for “Parallel Consequences - Car Free Day Campaign” for Greenpeace.

McCann Worldgroup came in second with 30 awards, including six Golds. McCann also won the Interactive & Direct Kam Fan for “Real-Life Betting” for Dim Sum Television. Grey, DDB and

TBWA\TEQUILA rounded up the top agencies.

Kam Fan 2010 is organized by the Hong Kong 4A’s. This year’s jury was composed of Gustav Martner, partner & executive creative director, Crispin Porter + Bogusky Europe; Götz Ulmer, creative partner, Jung von Matt, Germany; Kentaro Katsube, creative director & web director, UNIT_ONE,inc., Japan; Prangthip Seelos, executive creative director, Creative Juice/ G1, Bangkok, Thailand; Violet Wang, creative partner, VK 35; David Guerrero, chairman, BBDO Guerrero / Proximity Philippines; Chris Kyme, director, KYMECHOW, Hong Kong; and KC Tsang, assistant professor, School of Design, The Hong Kong Polytechnic University and creative consultant, WHATEVER Branding Inc.

January - February 2011

www.adobomagazine.com

56

REGIONAL NEWS

LEO BURNETT ASIA-PACIFIC / KANCIL AWARDS 2010

An unconventional scheme for Leo Burnett Asia Pacific Jarek Ziebinski, president of Leo Burnett & Arc Asia Pacific, announced the launch of an unconventional creative scheme, the Internal Product Committee (IPC), to foster closer creative sharing, educating and inspiring to set creative standards, and to drive creativity throughout the Leo Burnett Asia Pacific network.

The scheme has been successfully beta-tested with all regional offices over a 10-month period. It eliminates the conventional regional executive creative director role while assigning additional geographical responsibilities to selected creative leaders. Ziebinski, who will be personally involved with every IPC session, referred to the new system as a “multi-headed regional creative director.” “[A] regional executive creative director spend huge amount of time on the plane and may be hard pressed for time to devote the same level of attention to every office,” he said. “On the contrary, a ‘multiheaded regional creative director’ is more focused and has a lot more power and ability to deliver.”

Andy DiLallo, executive creative director of Leo Burnett Sydney, Chris Chiu, group executive creative director of Leo Burnett Singapore; Jason Williams, executive creative director of Leo Burnett Melbourne; and Shapoor Batliwalla, regional creative director of Leo Burnett Hong Kong, have been charged with additional geographical responsibilities for Japan, Southeast Asia (Singapore, Malaysia, Philippines and Indonesia), India and Korea respectively.

Modeled to mirror the Leo Burnett’s Global Product Committee (GPC), IPC is an annual event that takes place over a day, involving all agency employees of the receiving office. Local teams of the receiving office will present campaigns to Ziebinski and the visiting creative leader who will then score the work based on the HumanKind scale, a 10-point scale that gives the lowest score of 1 (Destructive) to 10 (Changes the world). A 7 is “An inspiring idea, beautifully crafted” or a HumanKind act. All offices are expected to aim for a 7 plus creative output.

All bold, no gold at Kancil Awards Malaysia The Kancil Awards, organized by the 4A’s Malaysia, were given out last November 26, 2010. The Kancil Awards honor the best of Malaysian advertising, with this year’s theme as “Be Bolder.”

The major categories were Agency of the Year, Advertiser of the Year, and the Young Creative Award. Metals were also given out for Film, Print, Direct, Design, Radio, Digital, Copywriting, Integrated, and Rebel. However, no Gold awards were given out in any of the categories this year.

and bagging three Silvers, nine Bronzes and 32 Merits in the categories of film, print, direct, radio, copywriting, integrated, and rebel.

The Young Creative Award also went to McCann’s Ng Bee Nee, who was copywriter for Bronze Rebel Idea “Receipt Stories.”

McCann Erickson Malaysia was the big winner that evening, tying with IF Interactive for Agency of the Year,

Advertiser of the Year went DiGi Telecommunications for their “Happy Till Death” campaign by Grey Kuala Lumpur and “Sambal Belacan” by DDB/Rapp. “Happy Till Death” received the Silver for Craft Animation, and “Sambal Belcan” received the Silver for Film.

www.adobomagazine.com

January - February 2011

The Chairman’s Award was awarded to Y Bhg Dato’ Amrin Hj Awaluddin, while Media Personality was awarded to Steven Gan Diong Keng and Zainon bin Ahmad.

The recent Kancil Awards noted an increase in nominations. The 2010 jury included BBH Asia creative director Peter Callaghan for Film and Radio, Wieden+Kennedy Shanghai co-executive creative director Nick Cohen for Print/Poster/Point-of-sale, Outdoor and Design, and Hakuhodo creative director/art director Katsuhiko Suzuki for Digital and Direct.

KIDLAT AWARDS 2010

January - February 2011

LOCAL NEWS

57

www.adobomagazine.com

58

PROFILE

JAREK ZIEBINSKI

Jarek Ziebinski “Advertising got to me”

Although a rare occurrence, the ad man who became client is a story that has been heard before. Rarer still is the client who became an ad man. But such is the case of Jarek Ziebinski, president of Leo Burnett & Arc Asia Pacific.

“Our founder said, ‘I didn’t get into advertising, advertising got to me.’ Honestly, I can tell you it’s exactly the same thing in my case,” Jarek says. “I was a marketing director … I had to launch a new brand to a market of about 40 million people. I invited some agencies to do a pitch, which included Leo Burnett. I gave my account to another agency.”

www.adobomagazine.com

That was in Poland, 15 years ago.

“The managing director of Leo Burnett wanted to find out why they did not get the account,” he recalls. Jarek invited them over to his office and explained why they lost the pitch. “After I finished, there was a silence in the room,” he continues. “They were like, ‘Yeah, we understand your decision, thank you very much for explaining.’ So we had a nice hand shake, and that was it.”

Or so, he thought. Two days later, Jarek got a letter from the same Leo Burnett executive offering him the job of, well, managing director. Jarek declined the offer, but the country

January - February 2011

Words: Harry Mosquera Interview: Angel Guerrero

head of Leo Burnett was persistent. Jarek explained that he wanted to follow through with his new product launch.

Leo Burnett Poland’s boss understood, and waited for Jarek nearly two years. “I joined the company, and have been with Leo Burnett since then,” he says.

Jarek feels that coming from the client’s side has been an asset in his career. “It’s important to understand the life on the client’s side,” he says. “Marketing directors and CEOs have a huge variety of issues to deal with, and advertising is just a piece of cake in a big scheme of things. I understand the broader context of things on the client’s side.”

JAREK ZIEBINSKI

Under his aegis, Leo Burnett Poland saw a 500% revenue improvement, the addition of employees from 40 to 200, and the attainment of US$100-M in billings. It was also ranked one of the world’s Top 50 most-awarded advertising agencies in the 2001 Gunn Report, a first for a Polish agency.

As chairman of Leo Burnett Central & Eastern Europe for eight years, Jarek also contributed significantly to the development of the advertising industry in Central Europe. He founded the Polish Advertising Agencies Association, the Polish Creative Directors Club and the Polish EFFIE Awards. (All his efforts and personal contributions to creative advertising in New Europe led to his recent induction into the inaugural Golden Drum New European Hall of Fame).

Currently, Jarek oversees 16 offices in 14 countries in the Asia-Pacific region. “I enjoy being in Asia. It’s such a refreshing experience,” he states.

2010 turned out to be a good year for Leo Burnett in the region. “We have double-digit growth this year which I am very proud of, because growth was our main focus,” he says. “The challenge for 2011 is (to remove ‘how’) to maintain the momentum.”

Jarek notes that clients are more and more interested in digital and shopper marketing. “Our revenue stream from digital business is growing this year close to 25%, and our shopper market value is growing 20%,” he reveals.

“We know that 70% of decisions consumers make about purchasing products are made in front of the shelf,” he continues. “Our clients are increasing focused about communications and their retail space just before consumers make the final decision. So we are strengthening that competence… If you look at AsiaPacific, countries like Japan, Australia and Singapore are where digital competency is developing and growing.”

The Asia-Pacific is also one region where markets can be volatile politically and economically. But Jarek is upbeat about prospects in the Philippines. “Everybody has confidence that the country is on the

right track… and the environment for business is getting better,” he says.

Managing such a huge territory can be a daunting task, but Jarek believes it is a matter of making one’s self accessible.

He always has his Blackberry and laptop with him. “It’s actually impossible to be disconnected,” he points out. “Even when I’m in the airport or in a car, I constantly stay connected so I know what’s happening at the agency.”

In spite of all the convenience offered by today’s communications systems, Jarek places a premium on spending time with people. “I speak regularly to the management team, to the creative teams, to the clients,” he explains. “All this interaction gives me the most accurate feeling of how the business is doing, what clients think about.”

Jarek recognizes the importance of people in today’s creative organizations. “We’re only as good as our people,” he shares. “If you think about advertising agencies, it’s all about people.”

In reference to Leo Burnett, he has this to say: “We truly care about people. We look for people who are curious. We look for people who are passionate about advertising. If you really want to perform and get to the high performance level in our business, you have to treat this as your lifestyle, more than a job.”

It is certainly not a laid-back lifestyle, as the marketplace has become even more challenging with continually-evolving new technologies, requiring advertising practitioners to always be on their toes.

“The old classical model of the advertising agency is a story of the past,” Jarek asserts.

“So we have to think in a new way. Today, people are so much empowered. People have access to modern technology… We have to seriously study people’s behavior including how they see media.”

“Technology… has changed the rules of the game,” he continues. “They have created a major shift in power. The control of brands in business has moved from corporations to marketers to people.

Because of modern technology, if you think about it, marketers don’t own brands anymore, people do. Millions have these modern tools that can connect them

PROFILE

59

with each other with no limits. They can create communities online. They can create passion groups. This power can either build brands or destroy brands.

This means every thing we do today have to focus on two things: people, and their behavior.”

It therefore becomes important to clearly understand the purpose of the brand. “The purpose is not a benefit, not a positioning,” he clarifies. “Purpose answers the question why the brand exists. What kind of meaningful role does the brand play in people’s lives?”

Jarek believes that advertising practitioners are living in exciting times.

“Our creativity is a new currency,” he says.

“You are… in the business of act-creation rather than ad-creation. Our creativity will give our clients and brands the power to impact the way people feel, think and behave.”

From his beginnings as a client, Jarek has transformed himself into a complete ad man. “I wouldn’t be where I am today if I don’t love advertising,” he says. “It becomes part of my life. I live it each and every day. It is my passion. I enjoy what I do.”

Outside of work, Jarek prefers the company of family and friends. “What makes me happy is good quality time spent with other people,” he says. “People who I love and who are my friends. These are the moments of true joy when we slow down, when we have long conversations late into the night or the early morning.”

With a successful career outside of, and inside, advertising spanning more than two decades on two continents, Jarek sums up his experience quite eloquently.

“I think advertising people are privileged,” he declares. “We work in one of the most interesting businesses there is. I’m surrounded by young, talented, creative people. We come up with ideas. We learn a lot about the world. It’s highly competitive… and it’s fun!”

January - February 2011

www.adobomagazine.com

60

EVENTS

ADOBO RUN: AFTER DARK

02

01

04

03

05

06

07

08

www.adobomagazine.com

January - February 2011

ADOBO RUN: AFTER DARK

EVENTS

61

ADOBO RUN: AFTER DARK Adobo Run: After Dark, co-organized with Without Limits, crossed the finish line on October 30, 2010. After the warm-up courtesy of Gold’s Gym, fireworks displays blasted with the firing of the starting gun. Well over a thousand runners turned up for the run itself, in running wear or in costume. Medals were given out to the top three finishers of the 3k, 5k, and 10k, with trophies for those in first place. Best in Costume - Solo went to Ace of takbo.ph, who ran a full 10k in swim gear including a lifesaver, goggles, and swimming cap. The Campaigns & Grey contingent was named the Best in Costume - Group for troop of mummies. Ogilvy was the largest running team.

Said Ogilvy & Mather Philippines Head Producer Wishnie Torres: “It was an effective motivation - made me hit the parks at The Fort.

Since it was my very first time, I was advised to better prepare for it physically and so I did.

But the most exciting thing was running with colleagues and friends. Looking forward to next Adobo Run!” Other friends from outside the advertising industry also took part. “Love the fact it was done at night. The hilly terrain brought muscle pain to my legs the next day and I love it!” said Lucien Dy Tioco, Philippine Star VP for Advertising. TV host and Amazing Race Asia participant Rovilson Fernandez said of the run: “Had a truly great time and it was a festive atmosphere! Please continue it. Great tradition is on the horizon!”

Limbo Bar and The Bar served up free glasses of drinks for guests to enjoy during the after party with Lakihan Mo Logo 9 featuring agency bands Milagros, Halik ni Gringo, the Discoball, Gorgoro, Pasok Mga Bwitre, and Shoulder State. Special guest bands also featured the event with the likes of Pedicab and Billy Gaga, and fresh from their multiple wins at the last NU 107 Rock Awards just the night before, Tanya Markova and Franco.

09

10

The event was co-presented by Venice Piazza and Bates 141, and sponsored by Video Sonic, Hit Productions, Milo, San Marino, Sun Life, Gold’s Gym, Gatorade, Langhoff, Clear Channels, Emperador Distillers, Limbo Bar, Parallax Studio, Curves Fitness Center, Perfetti Van Melle, Energizer, Greenwich, Ensogo, and Maynilad Water; with media partners Inquirer, Inquirer.net, The Philippine Star, 2nd Avenue, Channel V, Business Mirror, frontRunner, and takbo.ph.

01 The best-dressed fish in the sea of runners 02 Runners indulging in a warm-up session by Gold’s Gym 03 RunRio’s Coach Rio 04 That’s a stretch!

05 adobo’s Angel Guerrero looks happy with The Reaper 06 Hey Manny, warmed up for your fight yet?

07 Takbo.ph’s runnersslash-superfriends 08

One of the finishers

with the best time 09 Ready 10 Yellow heroes 11 Rovilson Fernandez

11

January - February 2011

www.adobomagazine.com

62

EVENTS

ADOBO RUN: AFTER DARK

13

12

14

12 Discoball’s Black MJ

15

16

13 It’s a zombie invasion by Campaigns and Grey 14 Pasok Mga Buwitre!

15 Franco 16 Pedicab 17 Halik Ni Gringo 18 Plastic bottle beats 19 Shoulderstate

www.adobomagazine.com

17

18

January - February 2011

19

KIDLAT AWARDS 2010

January - February 2011

LOCAL NEWS

63

www.adobomagazine.com

64

AMBUSH

WHAT IS YOUR UNRESOLVED NEW YEAR’S RESOLUTION

AMBUSH

What is your unresolved new year’s resolution?

“It’s not work-related but I have two unresolved resolutions from 2010. I promised my six year-old son,Theo, to bring him to the soccer game of Libertadores da America, to see Corinthians as a winner. But Corinthians didn’t reach the finals. Maybe this year I can solve this resolution. I also promised to stop smoking. Not only the cigarette, which I quit, but also the cigar which I couldn’t stop smoking, but now feeling less guilty.”

Washington Olivetto Chief Creative Officer WMcCann Sao Paulo "It seems to me that the life of a film maker is balancing the act of living in the present while planning for and living in the future. I am yet trying to figure how to live in the present and in the future simultaneously and how to do that calmly. It will most probably be un resolved by my birthday since I shall need a life time to figure how to do that."

Ram Madhvani Director Equinox Film Pvt., Ltd. Mumbai

“I always vow to lose weight but that never happens! I am on a perpetual diet.”

Madonna Tarrayo General Manager Straight Shooters

“My unresolved new year’s resolution is to master a new skill.”

James Bernardo Creative Director Ogilvy & Mather Philippines

“For an unresolved reolution, I would say to be more charitable, not just giving financially, but giving more time to charity. For work, to promote a better balance between work and play for the entire UGL team.”

Adrian Tecson Director for PostProduction Underground Logic

“My unresolved New Year’s resolution is to be less OC. I can’t help it!”

Lucien Dy Tioco Group Vice President Star Group of Publications

www.adobomagazine.com

January - February 2011

KIDLAT AWARDS 2010

LOCAL NEWS

65

his 2011, look out for that GiantSponge!

The four-year-old boutique post production shop is ready to play with the big boys, as they arm themselves with even bigger toys. Giant Sponge makes use of the new coloring system, Da Vinci Resolve on Mac, and is the first production shop in the country to use Autodesk Smoke on Mac. Autodesk Smoke is the choice of pros in editorial finishing and and broadcast projects. With these new tools, Giant Sponge becomes a complete video shop that works from offline to coloring to online.

Giant Sponge is tucked away on the sixth floor of Emmanuel House in Legaspi Village, Makati. Turn the corner of their floor and an old movie camera on a stand pops right at you, pointing towards their office door.

Surprises are in store for the potential client.

As one of the Managing partners, Gus Cruz says, GiantSponge is not your run of the mill factory production house. “Each project is as personalized as possible.” He says. The intimate set-up at GiantSponge allows for greater client privacy, allowing finished products to make that splash when they’re officially launched.

Some of the clients who have enjoyed their personalized services include agencies PublicisJimenezBasic, Leo Burnett, and AMP. They did the activation for Johnson & Johnson over-the-counter brands and Globe Business. TVC projects include the C2 campaign for 2010, Eight O’Clock Juice Drink and Iced Tea, and Coke Zero.

They have also handled animatics for BBH Singapore for brand Surf and Minute Maid. GiantSponge’s services include post production for TVCs, 2d/3d animation, animatics and corporate videos.

As the saying goes, great things come in small packages. Soak it up with the GiantSponge.

January - February 2011

www.adobomagazine.com

66

COVER STORY

www.adobomagazine.com

TONY GRANGER

January - February 2011

TONY GRANGER

COVER STORY

67

The Youthful and The Restless

Tony Granger, Y&R Global Chief Creative Officer Interview: Angel Guerrero

Tell us how you got started in advertising in 1981 as an assistant Art Director in Grey South Africa? Talk about your early years.

Well, I had no formal training. My background was music — I could read music before I could read and I was always in bands, right up until I had to do my army service. When I got out, I was still in love with music, but two years had gone by and I felt that it was time to do something else. And the next cool business in my mind was advertising.

I built my book (once someone told me what that was) by taking ads that I disliked and redoing them.

I went on my first interview at Kenyon & Eckhart and I was hired. Very exciting, only the Sunday before I started, they called and took back the offer. They had sudden cold feet about my inexperience. That made me even more determined to get into an agency, which I did pretty quickly as an Assistant AD at Grey. I got to work on the OK Bazaar retail food account.

Every day, the account people would drop products on my desk and it was my job to go trace them in the Lucy

room and position them on the ad page.

Looking back, those early days really forced me to learn and appreciate the importance of craft. Imagine spending all day tracing products. But it was really the art director’s equivalent of starting in the mailroom.

You worked in South Africa for 14 years and landed in the country’s top ad agency TBWA Hunt Lascaris.

Was this where your passion for advertising creativity came alive?

What was it like working with John Hunt?

John Hunt had an extraordinary influence on me. When I went for the interview with him, I had just one piece of really good work that I was proud of in my book.

It was a piece that had won lots of awards.

He took a chance with me.

Back in ’88, you know, it was a really tiny, tiny shop. John and Reg always had big ambitions — they wanted to make Hunt Lascaris the first globally recognized agency in South Africa and they focused on being the best there. I learned a tremendous amount from John.

He had a wonderful knack for employing

really good people and for letting them be themselves. He was always a huge defender of creativity. I learned from him how to motivate people. He taught me how to deal with tough things, the disappointments and crises we all face in our business. But he also taught me how to deal with the successes. How to build on them.

How would you describe Saatchi’s creative culture?

Saatchi, especially Saatchi in London back in the day of Maurice and Charles, has always had a remarkable creative pedigree. “Really famous work” and the agency itself had become part of the culture because they were such active supporters of the contemporary art scene. And then Bob Isherwood came on and became the creative rudder for so many years. He took the London Saatchi creative mystique and made it global. He was another great influence on me. He was a really strong creative leader, never really got in anyone’s face, but at the same time was a great motivator.

The big question is, why did you move out of Saatchi in 2008 to a lackluster

January - February 2011

Y&R? Why not stay in an agency that is doing great work, where it is easier to get clients in the same zone plus attract great talent? What convinced you to move?

First of all, Hamish and I connected instantly. We have the same perspective on so many things, which is so interesting because even when we approach things from different places we seem to arrive at the same destination.

And then it was a wonderful challenge. I’m actually quite restless by nature, and this was such an interesting proposition. I’d assembled teams that turned around the creative reputation and new business record of single agencies. But could it be possible to turn around a whole network? Now that, I thought, would be a compelling reason to get out of bed every morning!

You have a record of turning around agencies creatively. Bozell’s fortunes turned around in 18 months. Saatchi NY earned Agency of the Year at Cannes and the Clios. And now Y&R’s had an amazing year at the show — Y&R NY is the #2 agency in the world at Cannes, and the whole network

www.adobomagazine.com

68

COVER STORY

TONY GRANGER

01

Frank Zappa once said that progress isn’t possible without deviating from the norm. And he, of course, was a master of that.

“Resist the Usual” is really that simple. www.adobomagazine.com

took the #3 ranking. Network of the Year at the ADC, NY Festivals and the London International Awards. Most awarded agency at D&AD and just recently at Epica. How do you do it?

I don’t. It’s always a team that does. At Y&R, it starts with my partnership with Hamish, and we set the tone and agenda.

We put people around us that we trust.

Then it’s a question of defining what great is, and making the agency believe it can be brilliant.

In terms of people, it’s not about sweeping clean. Some of my favorite people in my career — and some of the strongest change agents — have been people I inherited. And there is such a special reward from seeing someone at a lackluster agency find their voice and become creatively brilliant. That’s an unbeatable gratification. And then you add some new blood to invigorate and to add new thinking.

You were able to do transformational work for your clients. Clients can be difficult to turnaround, how were you able to get their buy in?

It’s quite like the law of inertia in physics.

Clients — and agencies — keep on their same path if you don’t act on them somehow. It’s up to the agency to be proactive and to be innovative.

And now, with everything changing so radically and quickly, even the most conservative clients are wanting and

January - February 2011

having to do things differently. Times of flux are always very exciting creatively.

You mentioned your partnership with Hamish before. Could you describe how it works in practice as you creatively re-invigorate Y&R? We sit next to each other at the agency. We speak every day, no matter where in the world we are. We support each other, look after each other, and are totally honest and transparent. You can’t achieve what we’re trying to do without that kind of rock-solid trust. And that’s there for the agency to see and model. We’ve taken this dyad leadership principle and used it globally.

Can you tell us how you are creatively re-invigorating Y&R? At what stage of the process is Y&R in now?

We’ve had some great progress this year. Our work is much better. We had a good year at the shows, solid new business around the entire network, and our numbers look really healthy.

What we want to do now is build on the momentum, demonstrate that we have a sustainable creative reputation.

And balance our organic growth with more new additions to our global client roster. And we’ll do that by consistently innovating and creating work that connects, inspires and motivates our clients’ customers.

Which Y&R offices are your star offices?

Last year, I established an internal award — the Jewel — and it went to Tel Aviv.

This year? Who knows? We’ve got strong contenders in London and New York.

You have 50 Lions to your name personally and countless won for your agencies over the years. Y&R was shy of 50 Lions just this year. How important are awards and which award shows are important to you?

Awards do have importance to our business. They inspire us by showing what our industry is capable of achieving.

At Y&R, where we’ve been so focused on improving our work, it was important validation to be noticed by our peers.

Awards will help us attract the very best people, the very best partners and the very best clients. Creativity is the ultimate differentiator for brands. You can draw a real correlation between creative success and marketplace success — both for our clients and the agency.

And incidentally, it is going to be interesting to see how the award shows are going to reinvent themselves as the lines between categories continue to blur.

Please explain, “Resist the Usual”?

Frank Zappa once said that progress isn’t possible without deviating from the norm.

And he, of course, was a master of that.

“Resist the Usual” is really that simple.

Marketing is always about the future and

TONY GRANGER

COVER STORY

69

02

03

you need to question what you’re doing all the time and constantly re-invent, deviate from the norm, if you want to make progress. And if ever there was a time to resist the usual, it is now.

As Global Chief Creative Officer for Y&R where there are 8,500 people in 186 offices in 90 countries, all on a mission to “Resist the Usual” for your clients, how do you manage it from where you are sitting?

Not much sitting, for one thing, although we have a digital creative infrastructure that connects us all virtually. We’re creating an open culture, where ideas can come from anyone and anywhere.

One of my goals has been to create a network that feels intimate, even though we are really quite huge. It’s important to know each other well, and you need an intimate environment for people to feel comfortable about sharing ideas with one another.

04

01 “Something’s Lurking“ 02 LG “Ponder“ 03 “The Reservists” 04 Oishi “Paper Clips“

How important is Asia in terms of business and how big is its potential for growth and creativity? What is your strategy for Asia?

Asia is terribly important and we see huge opportunity there. Y&R has deep roots in the region, but truthfully, we’ve been underperforming in the past few years. That is rapidly changing now. We brought in Marcus Rebeschini to lead the region creatively and we have attracted lots of new talent. This year, Matt Godfrey

January - February 2011

came on board and we are well on our way. Our creative director in China took home their first Lion this year, and as I pointed out before, our agency won the first Lion for Indonesia this year. We won GAP in China, and our Singapore agency won Tiger Beer and the Singapore Navy. We have worked hard to improve our network there and we feel the momentum now.

As the first Chair of “The International Festival of Creativity,” what should the industry expect from 2011 Cannes Lions? How do you foresee it in terms of the work?

These are the most exciting and expansive times — in part because it’s impossible to predict the trajectory of our business.

There are fabulous innovations every day.

So I hope Cannes will be a great snapshot of our industry in the throes of revolution and it’s just a great honor to be involved as jury chairman.

Do you see yourself as a “Mad Man”?

If so, which one?

To tell the truth, I’ve never seen an episode of Mad Men. I have a full supply of them during the day.

www.adobomagazine.com

70

LOCAL NEWS

KIDLAT AWARDS 2010

Marlon Rivera President and Chief Creative Officer, Publicis Manila

He is also a writer, director, stylist, makeup artist, film producer and fashion designer. For him, strategy is key.

Fresh out of college in the 1980’s, Marlon Rivera was a theater person who wore black and grew his hair long. Two decades later, he is an ad agency chief.

He speaks of his unabashed love for show business and the fulfillment he finds as a teacher at the University of the Philippines. He has been a fixture

www.adobomagazine.com

January - February 2011

at Philippine Fashion Week since 2009.

He works as the creative director of the Sunday afternoon variety show Party Pilipinas since the second half of 2010.

He may no longer be as hungry for awards as he was in his youth, but the lure of the stage is still as strong .

Whether in the theater, on the runway or inside the board room, Marlon knows the right moment to elevate the level of performance. Consider it a strategic move.

Adobo Centerfold71

KIDLAT AWARDS 2010

LOCAL NEWS

Photographer: Mark Nicdao / Hair and Make-up: Ricci Chan and Jay Lozada Shot at DPI XL Studios January - February 2011

www.adobomagazine.com

72

GLOBAL NEWS

Global Roundup Shopper and experiential marketing agency JWT/OgilvyAction launched in North America OgilvyAction, the activation arm of Ogilvy & Mather, and Malone Advertising, the retail marketing unit of JWT, both part of WPP Group, have announced a joint venture in North America to form the first fully integrated, end-to-end shopper marketing and

CANNES LIONS 2011

Cannes Lions 2011 becomes Festival of Creativity

experiential marketing agency.

JWT/OgilvyAction, Inc., the new legal entity that will conduct business under the OgilvyAction and JWT Action brands, is a new model in shopper marketing designed to help brands and retailers reach and influence consumers at every touch point along the path-to-purchase. One of the venture’s key points of difference is its ability to link brand strategies, shopper insights and retail opportunities.

DDB Paris attracts youth away from smoking with anime Attraction, a 10-minute interactive anime film from DDB Paris for tabac-info-service has been launched on major French television channels, cinemas, and rich-media banners as well as projected on walls of schools. Its aim is to promote awareness about the unregulated manipulation by tobacco companies and what this can do to the youth.

Directed by Koji Morimoto, one of Japan’s top animation directors, and produced by Eiko Tanaka, Attraction has all of Aristotle’s elements of drama: a true plot, fully developed characters, a theme,

The organizers of Cannes Lions announced in mid-November 2010 that the event is changing its strap line from “The International Advertising Festival” to “The International Festival of Creativity.”

The 58th Cannes Lions will be held in Cannes, France on June 19-25, 2011.

language, songs and music.

Specially made for the Internet, the film asks the viewer to participate in the action via webcam and use Facebook Connect.

IPA Effectiveness Awards 2011 introduces three new prizes The Institute of Practitioners in Advertising (IPA) has launched the 2011 IPA Effectiveness Awards call for entries. The 2011 awards are open to campaigns with a total annual budget of up to £2.5M. Entrants can be single, joint or fully collaborative and must submit case histories that demonstrate the commercial power and marketing payback of their ideas. New special prizes for 2011 include Best Newcomer, Best Channel Planning (replacing the prizes of Best Media and Best Multi-Channel) and Best Social Value, the idea that proved to have greatest social value as well as financial value.

Deadline for submissions is on April 15, 2011. For more details, visit www.ipaeffectivenessawards. co.uk

Festival chief executive officer Philip Thomas explained: “Apart from the welcome attendance of Design, Media, PR, Activation and other professionals from all forms of communications, the winning work at Cannes can no longer be described as being simply ‘advertising.’ Many of the Grand Prix are now being awarded to experiences, technologies, social media, user-generated content, services, events – the options for marketers now are rich and diverse, and we need to embrace that change. It’s important that Cannes Lions offers a global event that is relevant to the industry, and having listened to feedback from many industry leaders, we feel that now is the right time to truly reflect what the Festival has become.”

The change is not without its critics. If advertising is too narrow

www.adobomagazine.com

January - February 2011

a term for the communications the Festival celebrates, some have remarked that creativity is perhaps too broad for the kind of work it encompasses.

The Cannes Lions has also announced jury presidents for Film and Press, Direct and Promo & Activation.

Young & Rubicam’s global chief creative officer Tony Granger will be the jury chair of both the Film and Press juries of the 2011 Cannes Lions. Under Granger’s creative leadership, Y&R ranked third among global networks in the 2010 festival. Y&R was also named Network of the Year by the Art Directors Club, New York Festivals and London International Awards last year.

Alexander Schill, global chief creative officer and partner of Serviceplan Group in Germany has been appointed Direct Lions jury president. Schill headed the German agency Springer & Jacoby when it won seven Cannes Lions in six different categories in 2005.

Serviceplan is currently ranked second in the German Creative Ranking of Manager Magazine 2010.

Warren Brown, creative founder of BMF, Australia, will chair the Promo & Activation Lions jury. Brown has been a jury member for Titanium and Film at the Cannes Lions, and on several juries for D&AD, Clios and all Australian award shows.

BMF was awarded Australian Agency of the Decade in 2009.

In addition, the festival has named Hill & Knowlton of the WPP Group as its first ever PR partner. A new Creative Effectiveness category has also been announced, honoring creativity with measurable and proven impact on a client’s business in terms of consumer behavior, brand equity, sales, and where identifiable, profit. Only entries that were either shortlisted or Lions winners, across all categories at Cannes Lions in 2010 will be eligible to enter into Creative Effectiveness Lions. The Cannes Creative Effectiveness Lions closes on March 4, 2011.

The festival is now open for delegate registration. Visit www. canneslions.com

25TH LONDON INTERNATIONAL AWARDS

GLOBAL NEWS

73

Ace Saatchi & Saatchi wins Gold and Silver at the 25th London International Awards Ace Saatchi & Saatchi was the big winner from the Philippines in the 2010 London International Awards (LIA) winning one Gold and two Silver Statues, all for the agency’s Vespa “Our Ride” campaign print entries. TBWA\ Santiago Mangada Puno won a Silver Statue in Design, while DM9 JaymeSyfu made it to the shortlist.

Ace Saatchi & Saatchi picked up a Gold Statue in Print for Vespa “Hug” (above left) and two Silvers for the entire Vespa campaign – “Leaves,” “Hug,” “70 Miles,” and “Bus” – in Print - Copywriting Campaign and Print - Consumer Campaign.

TBWA\Santiago Mangada Puno won a Silver Statue in Design for its posters for Shangri-la, “Touch - Small Table, Touch - Big Table” (below left). DM9 JaymeSyfu attained a Finalist in Poster Automotive for “Rollercoaster” for Mini Cooper.

“The Philippines has done very well this year,” commented Barbara Levy, President of LIA. “I think it is such an honor to be able to win the jury over, especially in a highly-competitive medium like Print.”

from 14 cities. Agency of the Year was RCKR/Y&R, which was supported by campaigns for the BBC and Virgin Media.

Production Company of the Year was MJZ, boosted in large part by wins for Halo 3 and Old Spice.

AlmapBBDO Brasil and Ogilvy Johannesburg won the only Grand LIAs awarded out of a potential 13, the former for its campaign for Billboard Magazine, the latter for its AIDS spot titled “Selinah.”

Australia led the Asia-Pacific winners with 24 metals, including five Golds. Other winners from the region include Japan, Taiwan, Thailand, India, China, New Zealand, Singapore, Indonesia and China.

From the total number of 13,562 entries from 79 countries, only 0.6% won Gold; 0.87%, Silver; 1.12%, Bronze and 1.33%, Finalist.

Winners were honored at the London International Awards 25th Annual Gala Celebration held last November at the Troxy in London.

For the first time in its 25 years, London International Awards honored the Network of the Year, Agency of the Year and Production Company of the Year.

Network of the Year was Y&R, which was awarded 49 metals

January - February 2011

www.adobomagazine.com

74

GLOBAL NEWS

Global Roundup Google follows the retail trail of the Smart Shopper A 2010 Google/OTX study defined the Smart Shopper as the type of shopper who is always updated through a smart phone. “Always Connected”

RETAIL AGENCY

Reality bites Back-to-basics still the best for shoppers

and “Always Mobile” videos on YouTube illustrate these findings: 81% of consumers believe that the Internet is the most useful source of information while shopping, which is why they value online information. 83% of smart phone owners do research on their phones before making a purchase.

74% of smart phone owners will use their phones as well as their computers for shopping. Consumers considered their smart phones as their new personal shopper, their primary research tools about everything that they want to know.

Lady Gaga unveils Polaroid collaboration at CES 2011 The Consumer Electronics (CES) show in Las Vegas went gaga over the appearance of highly influential artist Lady Gaga, Polaroid’s creative director for a year now.

Polaroid, best known for its original instant camera, introduced the new GL30 Instant Digital Camera with built-in printer that takes, prints and digitally saves pictures, GL10 Instant Mobile printer that enables people to print pictures directly from their mobile phones for only 40 seconds and Lady Gaga’s GL20 picture-taking camera sunglasses with a built-in camera and dual LCDs. Polaroid is developing the cameras to allow the people for instant sharing of pictures from the popular networking sites Twitter and Facebook.

ICOM survey finds independent agencies optimistic in 2011 Business is looking a lot better for midsize advertising and integrated marketing communications agencies the world over, according to a survey of the members of the ICOM global network of independent agencies.

Responses came from agencies in 28 countries from all regions of the world, Asia/Pacific, EMEA, Latin America and North America.

Agencies in 20 countries said their clients have higher budgets for 2011 than in 2010, while only three said “lower,” and four said “the same.”

Agencies in 15 countries expect client budgets to be 10% or higher, while four expect budget growth between 1% and 10%.

Not surprisingly, all but one agency said they expected strong growth in all aspects of digital, including microsites, mobile, e-mail direct marketing, search and social media, with many citing the growth rate expected well into double digits.

www.adobomagazine.com

Even in the age of engagement, it takes real people and experiences to make the sale. Leo Burnett released the findings of its study, “Re-Imagining the Retail Store: The Shoppers Perspective,” on the relevance of the retail agency in the age of online shopping. The study looked at 40 retail brands and surveyed 2,200 shoppers based in the United States.

The study found that shoppers categorize retailers differently according to price, convenience, efficiency, and even by inspiring or idea-making area. It also debunks the idea that retail is dying. Retail is very much alive, but there is a demand to return to the basics,

January - February 2011

and to re-evaluate their approach to shoppers in the process. It is not just about price, nor the merchandise – it is about the experience shoppers want to have.

The shortcomings of the shopping experience endanger retail more than the Internet. There is, after all, a basic principle in retail: a bad service experience will turn off a customer. Shoppers will shop where they please, and shopper loyalty is something hard-earned – something that goes beyond than issuing a loyalty card.

Is a purely home-shopping experience on the horizon? No. The Internet still serves primarily as a reference for shoppers – to

compare products, and get basic information before going to a store to further investigate their shopping choice. And then they decide. “High-tech” services rank low in priority for shoppers, and they have mixed feelings about having the “tech” in their shopping experience. Clearly, “high-tech” has not enriched the shopping experience as retailers may have thought.

In the end, shoppers are still keeping it real, for as long as the shops do. Retail is challenged to take the experience up a notch, for their customers to want to re-live it time and again.

KIDLAT AWARDS 2010

January - February 2011

LOCAL NEWS

75

www.adobomagazine.com

76

TRENDSPOTTING

LAKIHAN MO LOGO

Trendspotting

01

“Lakihan Mo Logo” began rocking the advertising world in January 2010. Albeit young, the desire to build a platform of expression beyond their typical work days in their respective shops drove young advertising talents to establish a monthly band night catering to people from and outside the industry.

These young musicians are inspired by the likes of David Droga, John Merrifield and Craig Davis – who also clearly have lives beyond their day jobs.

for the Philippine Cannes Lions representatives and another benefit gig for CRIBS Foundation. They look forward to having a portfolio night for fresh graduates to have the chance to showcase their work to the professionals.

Sid Luzentales (Mccann) Dale Lopez (BBDO Guerrero) Bogey Bernardo (Ace Saatchi & Saatchi) Apol Sta. Maria (DM9 JaymeSyfu) Rio Vargas (Lowe) Gorgoro (Leo Burnett) Rey Tiempo (BBDO Guerrero) Dan Ramon Geromo (J.Romero) Chino Jayme (Mccann)

It is safe to say that these guys are an unassuming bunch.

Behind one’s rock star persona is an individual, creative mind that just has that spark of genius.

With the support of the Creative Guild of the Philippines, “Lakihan Mo Logo” has had two gigs to raise funds

www.adobomagazine.com

01 James Bernardo (Ogilvy)

January - February 2011

Carlos Tirona (BBDO Guerrero) Bheng Densing (Mccann) Herbert Hernandez (DM9 JaymeSyfu) Macky Macaventa ( DentsuINDIO) Photographer: Wesley Villarica

2011 PROJECTIONS

CHEUK CHIANG BARRY CUPPLES RUPEN DESAI MATTHEW GODFREY TIM ISAAC MICHAEL MAEDEL KEVIN RAMSEY JEFFREY SEAH NIRVIK SINGH KEITH SMITH CHRIS THOMAS CHARLES WIGLEY JAREK ZIEBINSKI JOHN ZIEGLER

78

PROJECTIONS 2011

CHEUK CHIANG

Cheuk Chiang Chief Executive Officer, PHD Asia Pacific Cheuk Chiang’s career to date spans across account management, strategy planning and agency management roles in creative, direct marketing, digital and media agencies over two decades.

Cheuk joined PHD from CumminsNitro in Australia where he had a long and successful spell as Managing Director, presiding over several Agency of the Year awards, countless new business wins and award winning campaigns.

Media Magazine named him Suit of the Year in 2002 and PHD Asia, Media Agency of the Year in 2009. In 2010, Cheuk was named Agency Innovator of The Year by the Internationalist Magazine and PHD went on to win five awards at Campaign Magazine’s Agency of the Year awards including the prized Asia Pacific Media Network of the Year.

How was 2010 for PHD Asia Pacific?

This has certainly been a year of going from good to great for PHD. Our achievements in 2010 have been significant: over 78 new business wins worth over US$647 M; significant client wins like Unilever, PepsiCo, National Australia Bank and AS Watsons; 87% billings growth over 2009; a record number of award wins; added 261 new staff across the region; opened new offices in Japan, Sri Lanka and Vietnam; launched two thought leadership books-all in the space of 12 months and off the back of a global recession.

What are the network’s three best pieces of work in 2010?

We constantly strive to lead the industry in media opinion and thought leadership.

This year, PHD published two thought leadership pieces: Fluid, a book on changes in technology influence, and Thread, a study on Chinese consumers and their interaction with the new digital world.

www.adobomagazine.com

We are also constantly looking for new improved ways of working. We are the only media agency in Asia to lead the way in the area of Neuro Marketing. This new form of marketing draws from the field of cognitive psychology and looks beyond traditional media goals of reach and frequency to include the new goal of media.

PHD also continues to lead the way with media firsts. Amongst many examples, HP Space was the first Asian-originated reality TV show. With a total of 2,520 audition videos, over 38 million TV viewers and 302 million video views, the show was a huge success.

How do you manage and justify creativity when the economic climate is challenged and margins are high?

Is creativity a luxury?

We believe that clients today are looking for value over and above financial savings. Financial savings are a given for us because of our size and clout. What we also deliver to our clients is thought leadership and great media ideas. It’s

January - February 2011

these great ideas that ultimately help our clients connect with consumers, drive sales and build brands. Our top clients regard creativity as a must, it’s this innovation that helps drive their businesses forward.

Do you see the agency operations becoming more structured or will agencies branch out?

Agencies will expand their offerings to suit client demands or new revenue opportunities in immerging disciplines.

We will never move away from our core competencies but change to reflect developments in marketing and communications.

How do you think income generation will change in the coming year?

Agencies will still generate income from existing services to continue to look for other revenue streams beyond the traditional. With developments in the digital space, this opens up the opportunity to provide additional services and expertise.

What are the key developments you see happening in 2011?

The emphasis on digital (particularly mobile), branded content and shopper marketing will continue to increase.

We will see more funds shifted to developing more social marketing strategies. Marketers will not only shift more of their funds to compete in this important battleground but we will also see developments in retail communications. Touch screen and mobile technology will be leveraged, together with location based planning to better engage and influence shopper decisions.

BARRY CUPPLES

PROJECTIONS 2011

How was 2010 for the Omnicom Media Group?

The OMG network performed extremely well. Our Chinese and Indian operations won significant new business again and continued their incredible growth. Our Asean markets performed fantastically well and contributed enormously to the overall wellbeing. Our Pacific markets enjoyed another year of dominance in their respective markets with PHD in particular having a quite inspirational end to 2010.

Barry Cupples Chief Executive Officer, Omnicom Media Group Asia Pacific As CEO of Omnicom Media Group Asia

the lead billing agency within the region

Pacific, Barry Cupples oversees the overall

and dominated the new business and

operations for both the award-winning OMD

media awards tables across the region, a

and PHD brands in the region.

phenomenon he is replicating in Asia Pacific.

With over two decades of experience in

Under Barry’s leadership, OMD Asia Pacific

the media arena, Barry started his media

was crowned Media Agency of the Year 2008

career in London at Grey. In 1995, he joined

and PHD Asia Pacific was crowned Media

Omnicom as Board Director and pioneered

Agency of the Year in 2009 and 2010.

Omnicom media operations in Eastern Europe. He established a content and sports rights company in 2000 and rejoined OMD the following year as CEO of the Central and Eastern Europe (CEE) region. Under his management, OMD grew its position as

As Brands OMD and PHD delivered over a billion dollars of new business in 2010.

Our Australian PHD and China PHD operations were recognized as offices of the year in their region and PHD under the leadership of Cheuk Chang retained its agency of the year accolade won in 2009 again in 2010 for the APAC region.

A big highlight!

What are the network’s three best pieces of work in 2010?

We have way too many award winning pieces of work across the markets to name just three.

I personally really enjoyed the success that OMD Australia enjoyed with a content format for Yates and the crowd sourcing work for Intel “swarm” was incredible innovation.

January - February 2011

79

How do you manage and justify creativity when the economic climate is challenged and margins are high? Is creativity a luxury?

Creativity can never be a luxury.

Great idea from creative thinking and ideation are crucial to the industry.

Do you see the agency operations becoming more structured or will agencies branch out?

I think things will continue on the current path and communications companies will become ever more adept at providing specialist services.

How do you think income generation will change in the coming year?

It will continue to grow in APAC. I think we are privileged to be in such a vibrant region.

What are the key developments you see happening in 2011?

Greater integration of content and technology.The development of new currencies in some areas of performance based platforms and social mediums in particular.

I hope to see greater sharing of sales data so that success metrics can be more easily defined and we can move away from some of the rather outdated measurements.

www.adobomagazine.com

80

PROJECTIONS 2011

RUPEN DESAI

How was 2010 for Lowe + Partners?

Solid would be a nice word to describe the year. We started 2010 with a sense of cautious optimism and things improved with every passing quarter. Whilst there were unique challenges posed by the environment in a few countries—the political situation in Thailand and Pakistan, the currency situation in Vietnam and growing competition in most of the markets—each of our offices has fought back remarkably.

In 2010, we expanded our capabilities into retail and shopper marketing with the launch of a new specialist agency, Open, which has been winning business across the Asia-Pacific region.

We put up a strong show at various creative awards for our agencies in Indonesia, Malaysia and Philippines.

Marketing effectiveness has always been a high priority for us and we had great results in numerous Effectiveness awards.

Lowe Vietnam was one of the most awarded agencies at the Asian Marketing Effectiveness Awards and we finished second at the India Effies.

Our growth on new business continued with over 30 wins in Asia-Pacific including Ikea, Continental Foods. Big C, Thai Airways, Chivas Regal, Total Lubricants, Carte D’or, activation duties on Coca-Cola, Fanta and Sprite, and many more.

Rupen Desai President, Asia-Pacific , Lowe + Partners Born and educated in India, Rupen Desai is a Lowe + Partners lifer for more than 15 years. His experience spans across Lowe locations like India, Dubai, Lebanon, London and Thailand.

Currently based in Singapore, he heads the Lowe agencies across the Asia-Pacific regions as well as continuing to lead the Unilever Laundry

How do you manage and justify creativity when the economic climate is challenged and margins are high?

Is creativity a luxury?

We found, across the region that the best way to deal with challenging times is to push creativity even further because no longer was it a luxury, but a necessary.

communications globally on brands like Dirt is Good, a US$3 B brand globally, renowned as an amazing case study of a High Value Idea at work.

His teams have been rewarded through numerous national and international advertising awards for prestigious campaigns with clients like Unilever, HSBC, Stella Artois, Johnson & Johnson to name a few.

www.adobomagazine.com

What are the network’s three best pieces of work in 2010?

Some that come to mind are The Hindustan Times in India, the Unicef work in Indonesia (Switch-off-to-switchon), Malaysia’s world's first Autistic Choir, the work on Dirt is Good from India (Sack Race), the Rexona cheerleaders work done in Vietnam and the Knorr Tet work.

Having less money to show the idea to

January - February 2011

consumers, your chances of success are higher if you make it more memorable.

Share of voice being expensive to maintain, it became our responsibility to ensure creative solutions that will give our clients brands a greater share of the audiences' engagement and hearts.

Do you see the agency operations becoming more structured or will agencies branch out?

I think our world is already in the space where collaborating with the best in class will become a norm, rather than an exception. The best structures will be defined around the ones who can collaborate best. Who offers a superior return on marketing investment by winning people's hearts? And agencies that do that well will succeed whether they are more structured or more branched out as operating models.

How do you think income generation will change in the coming year?

There is a large source of income generation around the idea of renovation and not just innovation, which I suspect a lot of us will exploit in 2011.

Breakthrough ideas will come less and less from 'looking-for-the-next-big-thing' and more from 'innovatively using the current big thing'. For example, there may be thousands of brands on Facebook today, but there's actually a handful that are doing anything beyond a fanpage.

We should see that mindset gaining momentum this year across technology platforms like QR, AR, micro-blogs, social networks, etc.

What are the key developments you see happening in 2011?

I hope to see Asian brands' hunger for global success rising. The Japanese and Korean brands have already made their mark globally in multiple categories.

China and India have made starts in that direction.

2011 will be a year when Asia gets back into momentum and there will be opportunities of growth all around provided businesses can up their game to come around a savvier-smarter consumer who wants to be convinced about value and excited about the brand.

MATTHEW GODFREY

PROJECTIONS 2011

81

Matthew Godfrey President, Y&R Asia Matthew Godfrey has built his 21year career in the industry entirely in the Asia Pacific region, beginning at George Patterson Bates in Sydney.

He is known as a change agent with a proven track record of driving innovation, digital and creativity.

Before coming to Y&R, Godfrey was the CEO and COO of Publicis Asia.

In 2009, he was a Media Magazine finalist for the Asian CEO of the Year, as well as Marketing's Agency Professional of the Year and, under his leadership, the agency was the runner up for Asian Creative Agency of the Year and a Finalist for Asian Network of the Year.

He is based in Singapore.

How was 2010 for Y&R Asia?

Globally, Y&R had a breakthrough year in 2010. Top Three in Cannes. Global Network of the Year at LIA’s, Art Directors Club, New York Festivals. Plus a string of firsts from Asia: first Cannes Gold ever in Indonesia; first to launch GAP in China; first to win Republic of Singapore Navy in 28 years; first to enter the Guinness Book of Records for Colgate; and we will be the first to launch the A380 in China for China Southern Airlines. Our Singapore agency was finalist for Agency of the Year in SE Asia at the Campaign Asia show. All this led to above 20% growth and a strengthening of our commitment to “Resist The Usual”.

What are the network’s three best pieces of work in 2010?

Work that leads through innovative thinking is what we want to be known for. Our Gold Lion-winning LG campaign from Indonesia was recognised as a world’s first by Cannes. I love that. The pure simplicity of the Land Rover campaign that was created by Nils Andersson in China really works for me. The idea was so strong that it travelled from China to London

and then won Bronze at Cannes. Lastly, I also think our Oishi Green Tea campaign from Thailand is a great story. Great sales results and nearly three million hits on YouTube. Great to get that kind of viral attention.

How do you manage and justify creativity when the economic climate is challenged and margins are high? Is creativity a luxury?

Innovation creates growth. It’s as simple as that. Brands that don’t innovate (including agency brands) will find it increasingly difficult to outpace their competitors. Therefore marketing innovation is not a luxury but a mandatory for success. That’s what Y&R is here to do.

Do you see the agency operations becoming more structured or will agencies branch out?

The agency model fundamentally has not changed for many years. Perhaps the last major changes were when media independents were formalized in the mid-90’s. It is time for new models and new thinking, and agencies

January - February 2011

and clients need to experiment with different approaches to find the right direction. A certain amount of R&D in approach is a good thing that should be encouraged.

How do you think income generation will change in the coming year?

Progressively, I think the industry could move to more income derived through either measured interaction with communication or through optimization of messages. It won’t happen quickly but the value-equation between costs and performance needs to have a greater focus.

What are the key developments you see happening in 2011?

Innovation from Asia. Two out of three of the world's largest advertising markets are now in Asia—China and Japan. As a region we need to progressively start driving the marketing innovation that will lead the world and not be the imitators or followers of the world.

The opportunity for Asia to lead the world in marketing has never been stronger. We need to grab that opportunity.

www.adobomagazine.com

82

PROJECTIONS 2011

TIM ISAAC

Tim Isaac Chairman, Ogilvy & Mather Asia Pacific Tim Isaac started his career in advertising at Bates UK, working on Mars, Petfoods and Cadbury Schweppes. He moved to Saatchi & Saatchi in 1977, to Leo Burnett to become a Director of the agency in 1981, then to Lintas for five years as Client Services Director.

In 1986, Tim moved to Asia as Chairman of The Ball Partnership in Singapore. As well as managing the local office, he was also responsible for a number of regional accounts: Singapore Tourist Promotion Board, Air India, UTA, Sheraton Hotels, BAT, Seagrams and Parker Pens.

He joined O&M Hong Kong in 1995 as Regional Director and returned to Singapore in March 2000 as Regional Director for Ogilvy offices in Southeast Asia and was appointed as Vice Chairman of Ogilvy in Asia Pacific.

He then moved to Bangkok in January 2002 as Chairman of Ogilvy & Mather group in Thailand in addition to retaining previous responsibilities for Ogilvy Offices in Asean.

Tim was elected to the Worldwide Board in January 2005, named Regional President for OgilvyAction in 2008 and became Chairman of Ogilvy & Mather Asia Pacific in January 2009.

He is married to Veronica and has 2 children. Other passions are cinema, playing golf and watching Arsenal.

How was 2010 for Ogilvy & Mather Asia Pacific?

Financially 2010 got stronger and stronger for us month by month. We are certainly back to 2008 in every respect with a very strong springboard for 2011.

We are far more bullish about 2011 at this stage than we were about 2010 this time last year. We beat our own 2010 targets by quite a big margin.

What are the network’s best pieces of work in 2010?

Singtel Virtual Stadium in Singapore, Thai Life in Thailand, Vodafone Zoo Zoos in India, The North Face in China and Shangri-La in Hong Kong.

How do you manage and justify creativity when the economic climate is challenged and margins are high?

Is creativity a luxury?

It is now proven that creativity and

www.adobomagazine.com

effectiveness go hand in hand. We embrace this research finding in our 'twin peaks' philosophy. We are investing in creative talent, not divesting or downgrading. We are a creative business.

Creativity is not a luxury. It is our lifeblood and critical to our added value to clients.

Do you see the agency operations becoming more structured or will agencies branch out?

I see agencies wrestling with the challenges of the new media landscapes.

I see new models and new organization structures as part of the response to these challenges. I see a lot of pontification and introspection. I see pain and gain.

I see new competitors from surprising quarters.

How do you think income generation will change in the coming year?

January - February 2011

More payment by results. More projectdriven work. More emphasis on ROI. Some move to retention of IP by agencies and payment by clients per usage. Some un-bundling of strategic planning and consulting and charging for these value added services as extras.

What are the key developments you see happening in 2011?

More pain for Western multinationals in the Asian growth markets on which they are now pinning so much hope.

The continued emergence of Asian companies and brands at an increasing pace. Less talk about 'digital' as if it was some discrete and separate capability.

Pervasive digital. Pervasive creativity.

MICHAEL MAEDEL

PROJECTIONS 2011

83

Michael Maedel President, JWT Asia-Pacific Michael is President of JWT, APAC and MENA and a member of the Board of the J. Walter Thompson Company, New York. He joined JWT in 1990 as Chairman and CEO of JWT Germany, based in Frankfurt. In 1993 he also took on the role of Area Director Central and Eastern Europe. He moved to London in 1997 when he was named the President of Europe, Middle East and Africa in 1997. During this period, JWT acquired TMI and he began working with Roy Haddad.

Michael started his career at Young & Rubicam, where he worked for some 13 years.

In 1985 Michael was hired by Ted Bates Werbagentur, Frankfurt as Chairman where he remained before moving to JWT. Michael has a degree in economics from the University of Vienna. He is married with three children.

How was 2010 for JWT Asia-Pacific?

Overall, 2010 was a pretty good year for JWT as the industry witnessed a recovery from an otherwise grim 2009. We saw an increase in client activity across the region. Spending in non-traditional channels was on the up as there was great focus placed on digital and establishing integrated channels. 2010 also brought with it a renewed focus on shopper marketing and retail.

Do you see the agency operations becoming more structured or will agencies branch out?

With the proliferation of channels today, it is our challenge to define opportunities with the right channel mix. We need to assess the right budget allocation to achieve effective results. Our role is to amplify the message through the most fitting channels that will influence the buying cycle and drive our clients’ brands.

What are the network’s three best pieces of work in 2010?

1. JWT Sydney's ‘Purity’ for Smirnoff 2. JWT Melbourne's ‘Stories from Every Angle’ for the Melbourne Writers Festival 3. JWT Bangkok's ‘Imaginary’ for Oriental Princess

How do you think income generation will change in the coming year?

I’m afraid we won’t see much change with regards to income generation in the industry. I wish we could move to a system where agencies are paid for value delivered rather than the mark-up on costs.

How do you manage and justify creativity when the economic climate is challenged and margins are high? Is creativity a luxury?

Creativity is not a luxury; it is a necessity. The more challenging the economic environment becomes, the more necessary it is to deliver creative excellence. How else will you make people remember your story?

What are the key developments you see happening in 2011?

1. Continued improvement of the economic climate.

2. A continued war for talent.

3. And the ever-growing importance of non-traditional media channels.

January - February 2011

www.adobomagazine.com

84

PROJECTIONS 2011

KEVIN RAMSEY

Kevin Ramsey Chairman & CEO, Publicis Asia Pacific Kevin Ramsey started as

U.S., Australia and finally

an account executive in

Asia Pacific as president,

Auckland more than three

followed by stints at

decades ago. He rose to

M&C Saatchi and McCann

general manager at Colenso

Erickson Japan and Asia

Communications (BBDO),

Pacific. He was appointed

the largest agency in

chairman and CEO of

New Zealand. In 1989, he

Publicis Asia Pacific in

founded his own boutique

January 2010.

agency Angles with three partners and built it into

Outside of advertising,

the country's largest

Kevin's passion is rugby. He

fully independent agency.

played for Auckland in the

Three years later, Angles

late 70's and early 80's and

merged with J. Walter

most recently assisted the

Thompson New Zealand.

Japanese Rugby Union with

Kevin then took on various

its successful bid for the

senior positions with J.

2019 Rugby World Cup.

Walter Thompson in the

How was 2010 for Publicis Asia Pacific?

We had a strong year in 2010 highlighted by double-digit growth in the region, strong new business performance putting us in the top five performers in most markets, a very stable client base with no significant losses and an influx of talent in many offices. We also saw very strong growth in digital culminating in the appointment of Thierry Vandewalle as Asia Pacific CEO for Publicis Modem.

Special mention must be given to Publicis JimenezBasic, which emerged as the premier agency in the Philippines, both in size and market recognition.

from Indonesia that won Gold at Spikes and the BWW 3D projection from Singapore which also won at Spikes.

What are the network’s three best pieces of work in 2010?

Our best work in my opinion was the “Burn” global campaign for Coke from Publicis Mojo in Australia, “Mudslide”

How do you manage and justify creativity when the economic climate is challenged and margins are high?

Is creativity a luxury?

In challenging times creativity that finds

www.adobomagazine.com

From a strategic perspective, I am very proud of the new campaign direction for Citibank which has given them unprecedented levels of visibility across the region. The industry generally underplays the importance of strategy/ effectiveness in favor of pure creativity whereas great agencies have the ability to combine both. Our agencies in the Philippines, Publicis JimenezBasic and Publicis Manila, build a very strong strategic platform in all the work they do.

January - February 2011

new ways to impact, engage and connect is more fundamental, not less. Contagious ideas that change the conversation have never been more important.

Do you see the agency operations becoming more structured or will agencies branch out?

I see Publicis becoming more specialist, entrepreneurial and flexible rather than structured. One size doesn't fit all and we need to be prepared to tailor-make how we service clients based on their needs and structure.

How do you think income generation will change in the coming year?

I think agency compensation is the biggest issue we as an industry face.

Too often we undersell the true value of our product and this has a knock on effect in terms of the level of talent we

are attracting into our industry and the level of intelligence we are applying to our clients businesses. I think 2011 will see continued experimentation in terms of how agencies are remunerated, in particular the link between client success and the agency's profitability.

What are the key developments you see happening in 2011?

2009 and 2010 have been pretty tough years in terms of the workload for people and the working environment in agencies. In 2011 there will continue to be new stuff, constant change, drama, a feverish pace and long hours that we all have to deal with, but seriously, it's time to have some real fun again.

JEFFREY SEAH

Jeffrey Seah CEO Southeast Asia & Chair, Asia Digital Leadership Team, Starcom MediaVest Group Jeffrey Seah rejoined Starcom Mediavest Group (SMG) in 2009 in a leadership role to helm its South East Asia operations. He embarked on a mission to fortify SMG’s core capabilities by delivering talent, expanding assignments among existing MNC clients, as well as driving diversified services to ensure the longevity of the media business. Coupled with his work philosophy and ethics that encourages an environment that champions out-of-the-box thinking, Jeffrey has been steadfast in delivering meaningful brand experiences to SMG clients.

Prior to his return to SMG, Jeffrey was a 10-year SMG veteran, responsible for

How was 2010 for Starcom MediaVest Group SEA? In a year that was characterized by residual angst and panic from 2009, Starcom Mediavest Group registered one of our most successful years yet.

The Southeast Asia region claimed the highest win percentage among our entire global network.

In terms of client and talent retention, we did equally well again plus grew our client base across all our markets. 2010 was the year that we had encouraged our network and people to think about and to act on futureproofing. Beyond the pitches and account wins, we were determined that our agency’s core competencies were diversified, and our people’s skill sets were constantly being upgraded.

launching Starcom Singapore in 1999, and establishing the Starcom IP Digital Marketing unit across Asia for SMG in 2002.

What are the network’s three best pieces of work in 2010?

First, 2 Tango – a branded content/reality TV drive in Thailand by LiquidThread, VivaKi’s branded content arm. The programme became a runway hit in Thailand and was the second-most watched show during its broadcast.

Second, the Unmatch Lifelike “Avatar” Experience for Samsung 3D LED TV, for which we created the first special 3D edition of The Straits Times. Third, Starcom Malaysia and Performics’ paid search marketing program for Malaysia Airlines, an extensive drive that spanned over 2.5 million keywords, over 20,000 ad copies, 17 global markets, 25 campaigns per month on average - all managed out of a single point in Singapore. Malaysia Airlines has been pursuing an integrated digital strategy of engaging with mass market audience segments to make them future customers while also ensuring repeat conversions from its current consumers.

How do you manage and justify creativity when the economic climate is challenged and margins are high?

Is creativity a luxury?

Creativity exists when people are open and can work out solutions in spite of challenges that they’re facing. We see our network’s product as a key focus for this year.

PROJECTIONS 2011

85

product in the servicing itself, as long as they make their clients happy, they feel that that is the product. But product is not just about servicing, it’s also about the work we do which makes a difference.

This is where creativity can come in.

Do you see the agency operations becoming more structured or will agencies branch out?

It all links back to clients and how we can fit their needs. The challenge remains on whether clients want to keep things simple – one point of contact, or they’re trying to embrace everything at one go, through multiple agencies. There’s no right way; both approaches are right.

Clients’ needs are becoming more and more non-classical, which may well become the mainstream soon.

Adaptability is always the key.

How do you think income generation will change in the coming year?

In terms of futureproofing Starcom MediaVest Group, our network has always believed in evolving and gaining new income streams from new capabilities. As our industry returns to profitability again, there will be greater experimentation among agencies to dive into channels and disciplines they had previously neglected.

What are the key developments you see happening in 2011?

For this year, the human element will be more prevalent. The good people in the industry—those that are multi-skilled and all-rounded, those with abilities to embrace change while adapting from the old—these people will thrive.

This will be the year in which the structure and makeup of a company, and how they manage relationships, will give them a distinct competitive advantage over the rest.

Those in Asia that have the best and most adaptable talent, who are able to capture all the available opportunities, those will be the ones who will do well this year.

What exactly defines a good product?

Some of my industry counterparts define

January - February 2011

www.adobomagazine.com

86

PROJECTIONS 2011

NIRVIK SINGH

Nirvik Singh Chairman & CEO, Grey Group Asia Pacific Nirvik is a 22-year veteran of Grey Group. He was appointed to lead Grey Kolkata at the age of 26, and by 33, became the head of Grey India, which has since been awarded Agency of the Year five times.

Nirvik has been honored as one of 25 young rising stars in India

by Business Today, as well as Agency Head of the Year by Media Magazine.

Nirvik was promoted to COO of Grey South Asia in 1997and became responsible for Grey’s South East Asian operations in 2005. Taking on the additional role of CEO of G2 Asia Pacific in 2007, Nirvik made significant strides in building the network’s activation marketing capabilities through premier acquisitions in China and India.

Nirvik was elevated to his present position in January 2009.

Accomplishments to date include the network’s internationallylauded Eye on Asia study, the best-ever showing at Cannes, and Grey Group Asia Pacific’s Grand Prize in WPP’s Worldwide Partnership Program.

Nirvik is a vociferous Chelsea Football Club supporter.

How was 2010 for Grey Group Asia Pacific?

2010 was the best year ever for Grey Group Asia Pacific as the company recorded tremendous growth and continued building rapid momentum across the region. This is evident in our increase in profitability and scale, and dramatic improvement in new business performance as well as creative and effectiveness award wins. Our performance was driven by superior thought leadership, creativity, digital initiatives, cohesive network culture, staff training and development, and a total communications offering through Grey (advertising) and G2 (brand activation).

What are the network’s three best pieces of work in 2010?

Grey Hong Kong’s “Umbrella Bags” for Lotus Light Charity Society Grey Tokyo’s “Rockin’ Dots” for Diesel Japan Grey Melbourne’s “Everybody Hurts When You Speed” for the Transport Accident Commission

Creativity is the core for everything that we do as it determines our survival in this competitive industry.

When we are challenged by the economic climate, this forces us to be more creative from the channel we run our campaigns on to the ideas which we churn out for our clients.

Our tagline ‘Famously effective since 1917’ exemplifies the agency’s heritage in building some of the world’s most famous brands and the high effectiveness and creative standards we hold across all our markets.

Do you see the agency operations becoming more structured or will agencies branch out?

Clients are increasingly looking for integrated solutions or specialist services above traditional advertising as a way of meeting the current needs of the consumers.

How do you manage and justify creativity when the economic climate is challenged and margins are high? Is creativity a luxury?

The acquisition of Greater China’s leading shopper marketing firm, DPI, and Yolk, the fastest growing digital agency in Asia, will boost Grey Group Asia Pacific’s presence in the rapidly growing digital marketing sector, provide shopper marketing capabilities and meet the demands of clients who require activation services.

www.adobomagazine.com

January - February 2011

How do you think income generation will change in the coming year?

We expect a big proportion of income generation for 2011 to come from specialised media.

What are the key developments you see happening in 2011?

It is increasingly difficult to ignore the social media pull.

Digital advertising will take precedence in 2011 and we will see more brands jump onto the digital marketing bandwagon to create distinct experiential campaigns for their target audiences. Online advertising spend will see an increase, particularly in content, apps and social media by companies who want to build a strong online brand presence, which their customers can engage with, relate to and ultimately trust.

Other key developments include tremendous growth in markets like South Asia, South East Asia, Vietnam, Philippines and Indonesia and we will see the mobile, activation and retail industry go on an upswing.

KEITH SMITH

How was 2010 for TBWA\Worldwide?

2010 was a growth year for TBWA\Asia Pacific, with billings of USD$160 million and significant growth in key markets like Korea, Australia, China, India, Vietnam and Indonesia.

TBWA\Asia Pacific also strengthened its unique blend of creative services in Asia Pacific, including TEQUILA, E-GRAPHICS, INTEGER, and \ AUDITOIRE and Creative Juice.

What are the network’s three best pieces of work in 2010?

TBWA\Santiago Mangada Puno’s work for Pacific Paints (Boysen) Philippines was one of the network’s most awarded print campaigns in Asia Pacific.

It was an impressive year for Creative Juice\Bangkok. Even with the Red Shirt protests and unstable political situation in Thailand, they managed to turn crisis into opportunities. Their “Crystal,” “Marble,” and “Ceramic” campaign for 3M was hugely successful.

TBWA\Hakuhodo’s “Sky Comic” campaign for adidas Japan inspired a nation and resulted in the world’s largest comic strip, recognized in the Guinness Book of World Records.

We’re also really proud of the “Here for good” campaign that TBWA\Singapore created for Standard Chartered Bank. The commercial “Africa” won a Silver award in TV/Cinema at Spikes Asia. The global campaign really stood out as the world recovered from the economic recession.

How do you manage and justify creativity when the economic climate is challenged and margins are high?

Is creativity a luxury?

Creativity is not a luxury, particularly during difficult economic times. Brands need to stand for something to have differentiation. The brands that are able to do this will be among the most creative and innovative in the world – delivering the ideas that people want to experience.

But to be creative doesn’t mean to forget the purpose of your creativity: it’s always driven by business needs.

PROJECTIONS 2011

87

the tremendous economic and social changes taking place in this part of the world, Asian creativity is crucial.

Do you see the agency operations becoming more structured or will agencies branch out?

Agency networks and agencies themselves are becoming more and more structured for one simple reason: everything has to happen faster. Rapid technological innovation means that speed, efficiency and effectiveness are critical to success. A multi-faceted business model is also needed in order to deliver customization.

How do you think income generation will change in the coming year?

Income generation may not significantly change in the coming year, but the revenue discussion will get tougher and tougher – a continuation of the current trend. Changing the trend would require that the discussion between agencies and clients on agency remuneration further evolves.

What are the key developments you see happening in 2011?

There are many, but one of the most significant developments I see relates to the explosion of social media and its implication in the daily lives of brands and agencies, as well as access to more sophisticated mobile platforms.

Customer engagement will evolve as new technology becomes available, resulting in constant new brand exposures that will have to be monitored and tailor-made for a relevant and optimized consumer experience.

Keith Smith President, TBWA\Worldwide After obtaining a Master's Degree in

In 1996, Keith moved to Hong Kong to

Business Studies in 1972, Keith Smith

create a robust regional network in Asia

worked at DDB, McCann Erickson and

Pacific for TBWA. That network now has

Grey Advertising in the UK.

over 2,000 people in 17 countries in 39 offices across Asia Pacific.

In 1983, Keith took on a leadership role at Holmes Knight Ritchie/WRG and later

In December 2006, Keith was named

became a partner at TBWA/Holmes

President International of the TBWA\

Knight Ritchie in 1989. Keith led the

Group with responsibility for Europe,

winning team that captured the Playtex

Africa, Middle-East and Asia-Pacific

Wonderbra account. Advertising from

and was voted Asia-Pacific Advertising

the pitch not only secured the account,

Agency Man of the Year for 2007 by

but also went on to win “European

Media Magazine. Most recently, Keith

Campaign of the Year” in 1994.

was named to Campaign’s Global Power List 2010.

From November 1993 to September 1996, Keith took on the responsibility for setting up Pan-European offices from TBWA International, Brussels.

In 2016, or perhaps sooner, Asia-Pacific will surpass North America as the world’s biggest advertising market. Because of

January - February 2011

www.adobomagazine.com

88

PROJECTIONS 2011

CHRIS THOMAS

Chris Thomas Chairman & CEO, BBDO/Proximity Asia Chris entered the advertising business

During his tenure, the agency was the

at Dorlands (UK) in 1984, moving two

third most awarded direct agency in

years later to Abbott Mead Vickers BBDO

the world, at the top of the UK client

where he spent the next ten years as an

satisfaction survey and voted IPA’s Best

account manager and later, new business

of the Best Integrated Agency.

director. In 1997, Chris joined Ammirati Puris Lintas as Managing Director and was

Chris was appointed Chairman & CEO of

appointed Chief Executive Lowe Lintas

BBDO and Proximity in Asia.

two years after the merger.

In September 2003, he was appointed Chief Executive of Proximity London.

How was 2010 for BBDO/Proximity Asia?

2010 has been another demanding but successful year. We have done good work, extended the reach of the network, added new capabilities, and we have some of the nicest and smartest people in the business.

In Australia and New Zealand we deepened our relationship with Clemenger BBDO and Colenso BBDO, in India our youngest network agency BBDO India won Lions, Effies, AMEs and Spikes. In China we saw strong growth and some great hires - Tian It and Awoo joining our strong creative bench led by Wai Foong Leong. In Japan we saw a new management team make strong progress commercially, in new business and the work. In the Philippines we had another record year and were Agency of the Year for the third year in a row. We welcomed some new and wonderful clients and said no farewells to any. The region produced a third of BBDO's awards globally.

www.adobomagazine.com

BBDO was also ranked the number one creative network in the Asia Pacific region for the third consecutive, based on acceptances in The Work 10 Annual.

What are the network’s three best pieces of work in 2010?

My personal favorites would be BBDO India’s Women against Lazy Stubble – an incredible integrated, social movement idea; Bayantel Lola Techie from the Philippines as a smart piece of counterintuitive creative thinking – brilliantly executed; and Yellow Chocolate Bar from Colenso BBDO in New Zealand – creating powerful content that drives community and conversation around the brand.

How do you manage and justify creativity when the economic climate is challenged and margins are high?

Is creativity a luxury?

This is the most ridiculous question that I have ever answered. Creativity is not a luxury; it is a necessity. It is one of the greatest opportunities for our clients to gain an “unfair” competitive advantage.

January - February 2011

You have to justify it by proving its return through external measures such as Effies and Asian Marketing Effectiveness awards where we have had strong showings.

If the question is asking whether it is a luxury to enter work for creative awards shows that is not created for real clients and that is not building real brands then of course the answer is yes. It always has been.

Do you see the agency operations becoming more structured or will agencies branch out?

The creative process in the last few years has become less linear and more collaborative. That is a response to the phenomenal complexity that we have to communicate. Collaboration requires collisions of diverse talent, technologies and skills. You need some structure – but generally the less you have the more original your solutions will be.

How do you think income generation

will change in the coming year?

We have to move the conversation from our input (the number of hours it takes to do something) to the output (the commercial effectiveness of our creativity). Clients will pay a premium to agencies that can deliver that disproportionately. The basic model will take a while to change – but we will see increasing payment by results models and net of sales models.

What are the key developments you see happening in 2011?

This region will continue to have a greater voice. Work and talent that is nurtured and developed here will be exported more often. Social media will continue to grow – and so will the need to use the enormous amounts of data captured more strategically and more creatively.

But brands will still be built on big conversations and big emotional story telling, which is why TV will remain a crucial medium in all markets.

CHARLES WIGLEY

Charles Wigley Chairman, BBH Asia Charles began his career with BBH in London as a graduate recruit. After four years in the agency, he left for Asia and fell in love with the region. He stayed on as Group Planning Head for Bates Asia in Hong Kong, where he worked across the agency’s output, handling Hong Kong Bank, Lane Crawford and Thorn EMI. He later he moved to the network’s Sydney office before joining Principals, the creative and strategic brand consultancy, as a partner and director. Charles rejoined BBH as Strategic Planning Director in April 2001 and has worked across all the agency’s key accounts since. He was appointed Chairman of the Singapore office in June 2005 and Chairman, Asia in January 2008.

How was 2010 for BBH Asia?

As a micro-network we continue to be a David taking on the Goliaths-and with considerable success. Regionally we grew by over 30% in terms of income and we produced some excellent work on big brands-our bread and butter.

What are the network’s three best pieces of work in 2010?

Our Vat 69 print and posters from our Mumbai office, the Mentos gum “Love Story” TVC from Shanghai and the YourSingapore campaign for the Singapore Tourism Board.

How do you manage and justify creativity when the economic climate is challenged and margins are high? Is creativity a luxury?

The core of the BBH proposition is the marriage of strategy and creativity. Of logic and magic. Because that delivers the highest return on your investment.

Certainly you can be effective while being uncreative-it will just cost you an awful lot more as you’ll have to keep repeating your message to hammer it in to people’s heads.

And in the future you may not even be able to do that.

Do you see the agency operations becoming more structured or will agencies branch out?

Some agencies will attempt to bring more specialists in-house, while others will choose to collaborate with a wider range of individuals and companies-seeking out the best in class. We’ll be following the collaborative approach.

PROJECTIONS 2011

89

A return to substance. Our industry has-understandably-become very focused on new media, new techniques and new working models. At the heart of it all however there has to be great content. Let’s not forget that.

A rejection of the tyranny of ‘consumer insight’. As an industry we preach differentiation and then largely deliver sameness. A fair amount of the blame has to be laid at the door of a uniform approach to strategic development that always starts and ends with consumer research. We are in many instances stuck in what amounts to a ‘strategic wind tunnel’. Everything comes out looking the same because the approaches being used are the same. But the world’s most dynamic, valuable brands--Google, Apple, Nike, Virgin, Uniqlo etc--don’t start there at all. They are driven by brand mission and what they see as their duty to deliver to the world.

A questioning of ‘one stop shops’. Can you really be best in class at everything you do? It seems very unlikely and clients are, sensibly, beginning to doubt some of the claims they hear.

Happy New Year to everyone from all of us at BBH.

How do you think income generation will change in the coming year?

Likely a continued push towards part payment by results (in conjunction with other more qualitative, relationship factors), the growth of menu pricing (which will at least simplify things), and IP deals whereby agencies and clients seek to share risks and rewards on specific projects (if we may make it they may well come) .

What are the key developments you see happening in 2011?

I think predicting the future is nigh on impossible. Some thoughts on what I believe the industry should be thinking about:

January - February 2011

www.adobomagazine.com

90

PROJECTIONS 2011

JAREK ZIEBINSKI

How was 2010 for Leo Burnett & Arc Asia Pacific 2010 has been an exceptional year for Leo Burnett. We achieved a double digit growth rate and attained revenue growth in every market. Our digital and shopper marketing disciplines grew over 20%.

Creatively, it has been a stellar year. At Cannes, we were the most awarded network from Asia Pacific. Additionally we were the 2nd most awarded network at Spikes Asia and ADFEST. This demonstrated our diversity in strength, winning across categories and markets for our biggest clients. We took pride in the real benefits and solutions these work brought for our clients.

What are the network’s three best pieces of work in 2010?

1. Canon EOS “Photochains” by Leo Burnett Sydney 2. Ministry of Community Development Youth & Sport (MCYS) “Filial Piety – Father & Son” by Leo Burnett Singapore 3. Tide (P&G) – Dirt Magnets by Leo Burnett Mumbai How do you manage and justify creativity when the economic climate is challenged and margins are high?

Is creativity a luxury?

There is nothing more important than creativity in tough times. The strongest companies, who efficiently employ creativity in their businesses, typically walk out of economic crisis stronger than before.

Jarek Ziebinski Chairman & CEO, Leo Burnett & Arc Asia Pacific Until his appointment as chair and

and Ad Man of the Decade in Poland by

CEO for Asia Pacific in 2009, Jarek was

Marketing Serwis, one of Poland’s most

chairman of Leo Burnett Central and

prestigious marketing magazines. Jarek

Eastern Europe, where he expanded

was recently inducted into the Golden

the agency’s geographical footprint

Drum New European Hall of Fame for

from 11 to 16 countries, employing

his contribution to advertising in New

a total of 1,400 people. In his tenure,

Europe.

I believe that there has to be a more innovative, efficient solution than the conventional structure with the Regional ECD at the top. Last year we launched the Internal Product Committee (IPC) in Asia Pacific [see related story in this issue]. The benefits were almost immediate, and we achieved one of our best creative showing in history.

Leo Burnett agencies in CEE were named Agency of the Year 42 times in

Do you see the agency operations becoming more structured or will agencies branch out?

In today’s fragmented and complex world, there is a growing need for humancentric integrated solutions. Increasingly, there is a need for modern agencies to play the role of integrators. In the fast changing environment, agencies have

their respective countries and won 13 Cannes Lions.

Jarek’s successes have earned him multiple awards including the Impactor statue, which recognizes the Man of the Year in the advertising industry,

www.adobomagazine.com

January - February 2011

to operate in a very flexible way with the ability to move resources, talents and ideas across borders to capitalize on the opportunities that arise.

How do you think income generation will change in the coming year?

I am anticipating that the industry’s income in Asia Pacific will grow on average at about 5% but Leo Burnett wants to grow twice as fast as this. We will continue to focus on two key pillars of growth, Digital and Shopper Marketing, and definitely go for financial services, telco and retail.

What are the key developments you see happening in 2011?

The global financial crisis has changed the mindset of an entire generation of consumers and clients and will continue to impact behavior in the years ahead.

Global climate change continues to impact people across countries and region. The damage and cost to individuals, businesses and countries from the worsening climate condition is immense. Adopting a sustainable approach to how we live and do businesses will become the only way forward.

Digital and technology advancements will continue to shape the way we live our lives and impact the way brands communicate. Instead of trying to predict the next digital trend and invent more jargon, the key is to bring the focus back to people and their behavior.

The regional political situation will continue to be a cause of concern.

The lesson from the Thailand political situation in 2010 is clear and is definitely not over yet. There is a need for us to learn how to structure our businesses efficiently in order to be able to keep functioning in the midst of these uncertainties.

JOHN ZIEGLER

PROJECTIONS 2011

91

John Zeigler Chairman & CEO, DDB Group Asia Pacific, Japan & India A staunch advocate of marketing effectiveness, John Zeigler launched the world’s first integrated agency in 1986.

Having lived and worked in three continents, John is a great believer in reinvention and what that implies for brands in this global, think local, market.

He is adamant that the development of creative work and its evolution and management should be most highly valued; all of which clients need to be involved in.

A painter, photographer and restorer of cars in his spare time, John considers himself a creative marketer who believes in harnessing the potential of others.

He was named Asia-Pacific Agency Head of the Year by Campaign Asia-Pacific in 2010.

How was 2010 for DDB Group Asia Pacific?

2010 was a very positive year for DDB. We achieved in excess of 25% growth, led the new business wins league table for Asia Pacific region and retained virtually all of our clients. Additionally, we saw many clients start to deeply investigate and expand their use of digital.

2010 was also the year we made a new creative leap forward. We delivered exceptional creative work which delivered the business results demanded by our clients.

What are the network’s three best pieces of work in 2010?

The most impressive win would have to be our DDB China Group, Shanghai's Green Pedestrian Walk for the Environmental Protection Council. It was China's second Gold Lion at Cannes, and our first for Shanghai. It has also won Gold at Spikes and was recently awarded the Grand Prix at a Green award event in London. DDB New Zealand's Live Rescue work for New Zealand's Coast Guard was an exceptional example of an integrated campaign; and DM9's Gabriela work is consistently good—winning a Gold at Spikes Asia 2010.

How do you manage and justify creativity when the economic climate is challenged and margins are high? Is creativity a luxury?

Creativity is more important than ever before. Within the DDB Group, in some cases, we are doing creative work with media budgets a third of what they were but achieving gains of two to three hundred percent - proving again the strength is in the creative idea.

Do you see the agency operations becoming more structured or will agencies branch out?

Following the ‘Mad Men’ hey day, for the past 20 years clients have been ahead of agencies in managing the communications mix. However, with the added complexity of new social values and connectivity, clients are once again in need of help. Played right, agencies have a real role in educating and helping clients to understand how best to navigate through the multitude of challenges.

Currently clients are looking for best-in-class creative solutions and believe hiring people, rather than agencies, can deliver the results. There is no longer a ‘spiritual leader’ nor the ‘ego centric ad man’ who can show the way to the new world.

world and begin to filter out those who cannot get it for those who can. I believe we will also see clients accelerate their hunger and need for results changing the way they allocate their spend to achieve this. This will lead to a greater allocation to the creative idea instead of media placement. In essence, a move from paid media to earned media.

Last but by no means least: I feel we will see increased importance of Asia as a fuel for multinational brand growth. With continued financial issues in USA and Europe, the focus on Asia will continue to rise.

How do you think income generation will change in the coming year?

Obviously digital will continue to be the biggest growth area for agencies. I also see data management and analytics providing lots of potential -- we are only at the beginning of understanding what data says about consumer behavior.

What are the key developments you see happening in 2011?

Definitely the speed of change for the bigger clients to a new digital/social/mass connected model - media linked to deliver greater results and brand advantage.

In 2011, we will see agencies more aggressively challenge their talent to jump the chasm of the old to the new

January - February 2011

www.adobomagazine.com

92

GLOBAL FEATURE

HUMANKIND

HumanKind: In print and in person “This is not advertising.” So starts HumanKind, the book written by Leo Burnett’s chairman & chief executive officer Tom Bernardin, and the agency’s chief creative officer, Mark Tutssel.

It may never get past definitions and connotations – “consumer” and “advertising” sound like dirty words in the book – but it is an inspiring marker of the network’s 75th year in business and worthy of space in an adman’s bookshelf.

Published by powerHouse Books, HumanKind takes the first 50 out of its 240 pages to introduce the idea of HumanKind through photographs and short statements. After that, it becomes an engaging read, never too selfcongratulatory; a great achievement for a book of this nature.

Earth Hour emerges as the centerpiece work, with several mentions of brands such as McDonald’s and Kellogg’s, in addition to other memorable awardwinning work.

More than just a celebration of excellent advertising, it is also an admission of occasional failure. It takes humility to say that some work does fall into the lower rungs of the network’s Global Product Committee scale.

In his talk at Spikes Asia 2010, Tutssel stressed that the ad man’s job has gone beyond merely selling the product or competing with other brands. In an era of technological advancement, the task now is to move people – to change the way they think, feel and behave. It is about tapping into emotions and creating a relationship between people and brands.

Your brand should be able to transform your target audience as we are living in the “people era” – an age of conversations and human interactions. People will value your brand if it enriches their lives, or shares their values. According to Tutssel, those are the very reasons why brands such as Nike, Nintendo Wii, CocaCola and McDonald’s have evolved to become “people brands.”

www.adobomagazine.com

Beyond conducting focus group discussions and studies, living the life of your target market becomes essential.

You have to totally immerse yourself in their life. See what makes them tick. Feel their every worry, relish their every joy.

Embrace their aspirations. Empathize with them in their lowest moments.

Know their reasons for what is it that they do.

“A brand should have a human purpose in mind. Not a promise, a position, or a benefit. But a purpose. Because we’re people talking to people,” Tutssel said.

To realize this, brands then should be anchored on a set of convictions on how they believe the world should be. Or, as he put it, “people don’t buy what you do, they buy why you do it.”

As an example, he showed a Nike commercial featuring the opening of a new Nike flagship store, the purpose of which is to “empower people to find their unique look and identity.”

According to Tutssel, spontaneity and real-time technology can generate a “strong and genuine bond between brands and people.” Calling this age “the age of live creativity,” he cited David Brest’s “Cannescapade” as an example.

A talented recruiter from Chicago, Brest was sent to Cannes last June, with a camera strapped on his head, and filmed live over the Internet. Just about anybody was given the privilege to tell him what to do over Twitter, creating populism.

This transformed people from passive message receivers to active participants, and to some extent, co-authors.

The success then of a campaign, as in Brest’s case, is directly proportional to the extent of the participation. In this light, it is then fair to conclude that people’s attitudes are shaped by ideas that directly involve people. Participation ideas change one’s idea of advertising.

From ads that propose messages, to ads that challenge, inspire and invite, as shown by ads like McDonald’s “Weather,” McDonald’s “Favorites,” Zoo Records’

January - February 2011

“Hidden Sound,” Heineken’s “Stadium of Dreams,” Supor’s “Non-Stick Pans,” and Canon EOS’ “Photochains.”

Ads should be flexible and fit better into the lives of the people. Humankind communications is therefore built on the “4 P’s” – People, Purpose, Participation and Populism. No matter how difficult it is to connect with people, they should always come first. Every brand should have a human purpose that should move people.

KIDLAT AWARDS 2010

January - February 2011

LOCAL NEWS

93

www.adobomagazine.com

94

GLOBAL NEWS

PROJECTION MAPPING

‘Twas the season for projection mapping

The Christmas holidays of 2010 was an ideal time for 3D projection mapping on building facades. The technology has improved significantly since BBDO New York was awarded two Cannes Lions Grand Prix for its peeping-tom approach for HBO Voyeur in 2008.

Architectural projection mapping can enhance the features of the projection surface and turn these into important elements of the illusion. Now you can do effects that would be physically impossible for concrete structures, such as shattering walls and windows to transform them as in the movie Inception, and safely do this all over again.

The engagement factor of the medium makes its increasingly attractive for brands, leading to more applications globally. www.adobomagazine.com

January - February 2011

The Saks store in New York, through iris USA, aimed for a white Christmas, with snowflakes set to music. While this can entertain nightly for the entire season and certainly goes beyond the usual window display, the content itself failed to break new ground and did not take advantage of the technology’s full potential.

Across the pond, Muse Amsterdam made the most of the historic Dam Square location of H&M’s new Amsterdam flagship store with a presentation over three minutes long. The video unties a large bow wrapped around the building and turns it into a colorful see-through spectacle.

But it is Polo Ralph Lauren’s landmark 4D experience (above) on both sides of the Atlantic that trumps everything that has been done in the medium. The 10-minuter shown at the London and New York flagship stores celebrated the brand’s 10 years of digital innovation. It may not exactly be the “world’s first 4D experience,” as it claims, but it beats 4D theme park attractions.

No 3D glasses were needed to see the store become a virtual catwalk. Breezes and smells completed the astonishing display of the full range of Polo Ralph Lauren products, plus extended shots of polo players. Expensive, surely, and its one-time airing limited its reach, though YouTube and Vimeo ensure its longevity online. Director Luke Losey of Park Village told shots that no creative brief was given, but his work has proven that video mapping can be both hard sell and positively jaw-dropping.

In the Philippines, only Multimedia Exponents has done location-specific architectural projection, for San Miguel Oktoberfest. Despite the cost limitations and site specificity, the engagement factor of the medium makes its increasingly attractive for brands, leading to more applications globally.

KIDLAT AWARDS 2010

January - February 2011

LOCAL NEWS

95

www.adobomagazine.com

96

PROFILE

JOE CELIA

G2 Worldwide CEO and Chairman Joe Celia

Have small boat, will fish big time Words: Aries Espinosa

When Joe Celia, the chief executive officer and chair of Global Top 5 brand activation network firm G2 Worldwide, isn’t embedded in his groundbreaking work, he takes his small boat and goes fishing.

But who can say what’s going on in Joe’s mind on these “me days” when he waits for something to take the bait. Aren’t marketers, or advertisers for that matter, fishers of consumers and end-users in this giant pond we call Earth?

Joe won’t openly admit he thinks of work when he’s on his boat, but you can bet your last worm that the metaphor hasn’t escaped him.

A generation ago, there were only three “fishers” in the pond: television, radio and print. Well, they used fishing nets then, sweeping across the body of water, capturing every living thing in their way.

But as the digital age dawned around two decades ago, a throng of fisherfolk

www.adobomagazine.com

joined in and crowded the pond, which suddenly looked too small to sustain the nets.

As a consequence, the new-generation fisherfolk had to resort to using fishing lines instead of nets. In the process, however, they learned what bait worked for what type of fish they wanted to hook, and they knew where in the pond the biggest, most valuable types of fish congregated.

That, in a nutshell, explains today’s advertising world, and where Joe thrives as one of the best bait-and-line fishers around.

Joe explains this evolution of marketing communications as something that was bound to happen largely because of the advent of new communications technologies: “Marketing communications has migrated from passive to active. If you consider the beginning of the age of modern advertising to be the advent of broadcast,

January - February 2011

radio and television, consumers were interacting with advertising in terms of programming or content in which the advertising was embedded. So, as a result, consumers weren’t actively engaged in the consumption of the advertising, rather they were passively engaged in it as it just appeared in the context of their content.”

That was the fishnet generation.

“Contrast that to today, when probably the story of media consumption is now moving towards the digital world.

Consumers are now choosing when to go and where to go. And they are now being asked, such as ‘You want to know about this, click here’. That’s the evolution from passive to active.” The fishies now choose the most attractive and succulent bait.

“What’s happening is, it’s now much more common that the consumer is actually choosing the messages they’re getting as opposed to the advertising happening to them while they’re doing something else.”

So where does this put the fisherfolk – the agencies, creatives, and clients – in the grand scheme of things?

To school, Joe surmises.

“I think they’re trying first to understand the process that consumers are going through as consumers are navigating through the new media landscape.

Advertising in general tends to mimic the content of the media in which it appears. So, T.V. ads look like real T.V. shows. Some of them are funny, some of them are sad. Some of them are cute.

Some are informative as a news program.

Generally, messaging mirrors the content of a medium. Similarly, in the new world of communication, effective messaging matches the medium.”

This active participation of consumers to the type and medium of messaging they wish to hook on to does not necessarily lead to a sale, Joe stresses. But it sure leads somewhere very close to it.

“Some messaging leads very directly

RIO DE JANEIRO 2016 OLYMPICS LOGO

to sales. Other messaging is more like traditional advertising in that it’s trying to create an impression or a demand.”

And despite the sophistication of the medium and the message, the decision of the consumer still leads to one decision, one purchase. Loyalties are directed to just one product. One bait catches only one fish.

The purchase funnel’s wide end may have gone so much wider, but the narrow end remains narrow, Joe observes.

“The concept behind the purchase funnel hasn’t changed. What has changed is the number of inputs the consumer receives as they go through the funnel. In contrast to 50 years ago, the amount of messaging we were exposed to compared to today is probably multiplied by a factor of 10 times as much. Also, the availability and use of data to understand specific micro-groups of consumers allows more targeted, more specific messaging. So, far more consumers are aware of a product than they are loyal to it. The basic shape of the funnel hasn’t changed at all.”

That also means the values consumers place on a brand hasn’t changed, as well. “If you made a good T.V. ad that was creative and entertaining, then they would embrace your advertising and possibly embrace your product, too,” Joe reiterates.

Joe’s extensive experience on traditional advertising – 15 years before founding G2 – has made him responsible for the global communication strategies of such thought-leading brands as Procter & Gamble, Mars, Visa, and the Coca-Cola Company.

He also serves as vice chair of the Grey Group and is responsible for the development and delivery of Grey’s Total Communications platform on a worldwide basis.

Based in Manhattan, Joe considers Asia as a hotbed of cultures that could fast-track the further evolution of global marketing communications. “The Asian cultures share one thing, though. They’re growing faster, evolving faster than in any part of the world, by a long shot.”

GLOBAL NEWS

97

It seems Joe, an avid scuba diver, would like to take the plunge in this region and take an even closer look at his prey.

It’s now much more common that the consumer is actually choosing the messages they’re getting as opposed to the advertising happening to them

Seeing double in the Rio de Janeiro 2016 Olympics logo

The logo for the Rio de Janerio 2016 Olympics was unveiled on New Year’s Eve to much praise and controversy.

Brazilian media and logo experts noticed a very strong similarity to the logo of Telluride Foundation, a Colorado-based foundation for philantrophic giving. Both

logos showcase a stylized silhouette of people hand-in-hand, forming in a circle.

Tatil, the agency that designed the logo, denied that any plagiarism took place.

Fred Gelli, director of Tatil, claimed that the agency did extensive research to make sure their logo was unique and

dismissed comparisons to Henri Matisse’s painting “The Dance,” which showed women hand-in-hand, forming a circle.

concept, with colors closer to that of the Telluride Foundation. Which came first?

We can only wonder.

Interestingly, the logo design studio TheLogoFactory tracked down Rio’s 2004 Carnaval Logo, which shows the same

But by most accounts, copied or not, it’s more endearing than than London’s blocky 2012 logo.

January - February 2011

www.adobomagazine.com

98

GLOBAL FEATURE

FORECAST 2011

11 Trends for 2011 from Euro RSCG Worldwide PR Marian Salzman, president of Euro RSCG Worldwide PR, North America, and industry-renowned trendspotter, has issued her list of top trends for 2011.

With her background in PR, marketing and sociology – and personal interest in cultural monitoring – Salzman creates her annual list by digging deep for social patterns, then applying everything to where the future is headed, in cultural, political and economic matters.

For over 15 years, Salzman forecasts, include, among others, that companies would make money on the Internet, that bloggers around the world would lose their anonymity, the rapid global spread of disease with resultant xenophobia, and the ideas that we now know as corporate social responsibility, the Kindle and Facebook.

“This year, one trend that will be especially global in scope is that men will increasingly need to accept that they can’t expect their gender alone to give them a head start,” said Salzman.

“The gender gap in access to resources and opportunities is narrowing, led by Iceland, Norway and Finland, with the U.K., the U.S. and Australia... Women are growing into new roles and men are growing out of the traditional male roles that gave them their top-class swagger.

They’ll no longer automatically be the head of household, the sexual initiator, the protector and provider, and the decision-maker.”

In summary, Tweet-style, Salzman’s 2011 list provides an in-depth forecast of the following:

• Mad as Hell – and Only Getting Madder.

Always many reasons 4 anger (but 2010 upped the ante); today’s 24/7 news & blogosphere amplifies the hottest people & topics, adding fuel.

• Talk to the Hands. As world reboots, people reassess worth of selves & things.

Feeling loss of control & desire 4 simple

www.adobomagazine.com

January - February 2011

FORECAST 2011

GLOBAL FEATURE

99

Magnaglobal Forecast

Global media ad revenues to rise In its updated figures for 2011,

India and China continue to stand out for

MAGNAGLOBAL Core Media Advertising

their absolute size and relative growth.

Forecast predicted that media suppliers

India’s advertising economy should rise by

around the world will grow their advertising

21.0% in local currency terms during 2011,

revenues during by +5.4% in 2011 to total

with growth rates of 19.1% on average

US$412-B on a constant currency basis. This

over the next five years. China should

follows 2010’s recovery-year growth rate

be even more robust, with advertising

of +6.9%, also above prior expectations for

revenues up 16.6% on average over the

growth of +5.6%.

next five years, making it the second largest market globally by 2013.

The ad-supported media economy is

life, they yearn 2 B practical DIYers.

• Net Gain. People are losing trust in institutions but gaining faith in tech & looking more to digital and social media networks to meet their needs.

• Public Mycasting System.

Broadcast news: dead. Mycasting emerges. People curate interactive content, expressing their worldview in images, shared links, tweets.

• Booting Up. Watch out for the return of skin-thickening boot camps to toughen up kids and employees for the rigors of the 21st century.

• Yes, We Can…Reinvent Ourselves. “Change:” Slogan no more, it’s becoming a way of life 4 many. Volunteering or forced into it, boomers+ are tapping the U.S. can-do spirit.

• Reinvention, Part II. Even with loads of anger, as regular Joes reinvent, they’ll allow egregious stars & corporations to do the same. (Dare we say even BP?) • Separated at Worth. Pay & compensation are now confused & big $$ smells rotten. Emo

(emotional) bling – friends going the extra 10 miles – will replace cash wealth.

• Gender Bender. Masters of all they survey no more, men will have 2 adjust 2 treatment women have long endured: shown as sex objects or selfless homemakers.

• Who’s in Control? Public & private finances globally unstable; addictive behaviors & foreign dictates a concern. More ppl will look for more control.

• Tapping Minitrends. On our radar: the rise of African consumers, small-scale solar energy, cellular money-transfer services & a smarter way to read on mobile.

Salzman doesn’t stop at her main trends in this year’s report; she also lists two dozen “Future Byte” insights in a variety of areas— short hits about what to expect in everything from luxury brands and parenting to travel, science and alternative energy.

To view a virtual report card of Salzman’s past forecasts (a bonus with her 2010 trends report last year) and read further into her predictions for 2011, visit www. eurorscgpr.com.

firmly on a path towards sustained gains

In 2011, it is estimated that online

in most countries around the world, with

video will capture US$4.7-B in global ad

Argentina, India and China leading the way,

revenues, and should rise by 19.6% each

more than offsetting declines from the

year through 2016, by which point the

struggling advertising sectors in Greece,

sector will generate some US$11.4-B.

Croatia and Ireland.

Mobile advertising is smaller, at US$2.7-B, and will grow at a similar pace. By 2016,

The compounded annual growth rate

media owners should earn US$6.6-B from

(CAGR) for the global industry is +6.3%

mobile advertising.

through 2016, with most years upgraded by more than a half percent compared to

Digital outdoor advertising is increasingly

MAGNAGLOBAL›s June 2010 forecast.

important, but is smaller than mobile in

Video retains its dominance around the

scale in 2011 (at US$2.6-B in ad revenues)

world, with more than 40% of advertising,

and should grow at a slower rate in years

a total of US$169-B, relying on TV in 2011.

ahead, totaling US$5.2-B by 2016. Cinema

Globally the medium should grow by 7.5%

will capture US$2.8-B in 2011, and will

on average through 2016.

grow at an average rate of 9.1% over the next five years.

Online advertising will grow even faster, overtaking newspapers as the world’s

The forecast, a proprietary resource tool

second-largest advertising medium

of IPG’s Mediabrands, includes data for

by 2013, and total US$117-B in 2016.

more than 60 countries covering the years

But newspapers will continue to grow

1999 to 2016.

modestly – up 1.7% in constant currency terms over the next five years – despite sustained declines in many markets.

In many countries, newspapers represent a viable means of distributing content to emerging consumer classes and do not face meaningful cannibalization from online competition. Magazines face worse conditions with respect to online competition (especially with news and celebrity content), and should grow by only 0.1% each year through 2016. Radio and Out-of-Home will grow on a global basis, up by 4.1% and 8.0%, respectively, over the next five years.

January - February 2011

www.adobomagazine.com

100

GLOBAL FEATURE

FORECAST 2011

JWT lists the 10 trends to watch out for in 2011 including retail, media, technology, gaming, urban planning, psychology and academia.

Other key trends cited include: Retail as the Third Space: Retail spaces will increasingly serve as a “third space” that is only partly about shopping. With more people buying online as well as downloading digital versions of physical goods, shopping is becoming as much about experiences, unique environments and customer service as it is about the merchandise.

Eat, Pray, Tech: If there is one category in which consumers are committing, it is technology. Worldwide, high-tech devices and services (and the skills to use them) are fast becoming as integral to people as food and clothing. In an interconnected, tech-driven and techenabled marketplace, the latest technology will be more than just a luxury or a guilty pleasure.

De-Tech-ing: More people will choose to log off – at least temporarily – or engage in one tech activity at a time in an effort to re-engage in the offline present and/ or to re-wire their brains to be more effective.

Other trends include Creative Urban Renewal, Worlds Colliding and Hyper-Personalization.

“As devices become deeply ingrained in people’s lives, we’re seeing technology becoming a core possession and skill to master worldwide. And as the Web and our gadgets evolve, we’re getting to a point where the cyber and real worlds are meshing, with the digital world becoming more personalized to individual users,” says Ann Mack, director of trendspotting at JWT. “But as our dependency on technology rises, so too will our desire to log off or dial it down, at least temporarily.”

Technology is the key force behind the trends in JWT’s sixth annual year-end forecast of key trends that will drive or significantly impact consumer behavior in the year ahead.

The report points to evolving skills and activities and how these impact our lives. According to the forecast, 2011 will see more brands applying game mechanics to nongaming spaces (All the World’s a Game) and extending time-sensitive deals beyond the Web (Urgency Economy), tactics that will help deepen engagement with consumers and/or nudge shoppers back to pre-recessionary

www.adobomagazine.com

spending patterns. Brands will also benefit by giving consumers ways to make less-permanent purchase commitments (Non-Commitment Culture) and by helping people exercise self-control across various facets of their lives (Outsourcing Self-Control).

The 88-page report “10 Trends for 2011” is the result of quantitative, qualitative and desk research conducted throughout the past year. It also pulls input from nearly 50 JWT planners across about two dozen markets as well as interviews with experts and influencers across sectors

January - February 2011

Among the trends JWT has forecast in previous years: “Location-Based Everything,” the explosion of locationbased or location-aware services that leverage data from mobile phones; “The Mobile Device as the Everything Hub,” smart phones and other devices becoming the preferred platform for digital activity; “The Small Movement,” the shift away from “bigger is better” in everything from homes to cars to mobile technology; and “Radical Transparency,” the “nothing to hide” ethos seen in some online behaviors.

The “10 Trends for 2011” report is available at JWTIntelligence.com.

KIDLAT AWARDS 2010

January - February 2011

LOCAL NEWS

101

www.adobomagazine.com

102

LOCAL NEWS

KIDLAT AWARDS 2010

Why subscribe?

Only P960 for six (6) issues!

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

YES I WANT TO SUBSCRIBE! Choose from the following options FA X fill out the subscription form and fax to (632) 8450217

SUBSCRIBER INFORMATION NAME POSITION COMPANY NAME COMPANY ADDRESS MAILING ADDRESS TELEPHONE NO. FA X EMAIL ADDRESS PHILIPPINE SUBSCRIBER I WANT TO SUBSCRIBE FOR SIX (6) ISSUES (1 YEAR) AT P960 I WANT TO SUBSCRIBE FOR TWELVE (12) ISSUES (2 YEARS) AT P1,920 INTERNATIONAL SUBSCRIBER I WANT TO SUBSCRIBE FOR SIX (6) ISSUES (1 YEAR) AT US$ 80 I WANT TO SUBSCRIBE FOR TWELVE (12) ISSUES (2 YEARS) US$ 160 adobo magazine is a bi-monthly magazine at six (6) issues per year.

ONLINE go to www.adobomagazine.com click the SUBSCRIBE tab; or email subscription@adobomagazine.com to request for the form and other details.

Statement of account will be sent to your office or mailing address one week after receipt of subscription form. Cheques should be payable to SANSERIF, INC. PAYMENT CAN BE DONE THRU Please pick-up personal/company check payable to SANSERIF Inc. Deposit to SANSERIF, Inc. BPI Current Account No. 3521-1036-46 (fax deposit slip to 8450217

PHONE call (632) 8450218 • (632) 3846566 DIRECT drop by adobo magazine's office to purchase your subscription personally.

Unit C-2A Bldg. C, Karrivin Plaza 2316 Don Chino Roces Avenue Extension Makati City 1231, Philippines www.adobomagazine.com

January - February 2011

KIDLAT AWARDS 2010

January - February 2011

LOCAL NEWS

103

www.adobomagazine.com

104

GLOBAL FEATURE

ALEX BOGUSKY & THIRASAK TANAPATANAKUL

Reformed admen

The Conversion of Alex Bogusky and Thirasak Tanapatanakul As individuals, Alex Bogusky, cofounder of Crispin, Porter & Bogusky, and Thirasak Tanapatanakul, executive creative director of Creative Juice Bangkok, may be oceans apart, but they are running similar projects concerned about the planet. There must be something in the water, but it is doubtful they would sip the flown-in bottled variety.

The thought of admen preaching change in the way we live and consume raises suspicion. They may appear walking contradictions in the context of their careers, but there is no doubting Bogusky's and Tanapatanakul's sincerity.

Quitting advertising in July 2010 after two decades as one of the most famous names in the business, Bogusky is now chief creative insurgent at FearLess Cottage (fearlessrevolution.com), leading the consumer revolution, standing up for consumers' rights and demanding transparency from businesses. And being the social media celebrity that he is, this revolution will be tweeted. Bogusky posts corporate critiques on the web and shoots video interviews with similar-minded individuals. Creatives are welcome to join the FearLess Force and contribute to the movement through writing and design.

01

It is not a complete reinvention for one of contemporary advertising's biggest names—Bogusky's calling has long been known, with a diet book and a green business to his credit.

Although Bogusky describes himself as having "moved from brand advocate to consumer advocate", he still puts his its stamp of approval on Justin's Nut Butter and the B-cycle bike sharing system.

Would you like a FearLess t-shirt for $25 or limited bamboo skis for $1500? Maybe it's not so different after all.

02

If Bogusky is not turning back on all of consumption, neither is Tanapatanakul.

He isn't trading his Golds at the Cannes Lions and the Clios, and Grands Prix at the ADFEST for dirt, though he is working with the land more.

Shaken by his four-your-old son's tantrum over a smart phone, Tanapatanakul realized that he is part of a vicious cycle: "As advertising people, we encourage people to consume more and more and buy things they do not even need. I feel so sad about that. I feel like I'm a bad guy and we will make the world worse."

Tanapatanakul is promoting a simpler life to offset his misdeeds. He put up a farm, Burg Barn Buri (burgbarnburi.com), the Village of Joy. There people can learn about organic farming, using less energy, and making ceramic items.

A video on the website shows Tanapatanakul working hard at the farm, drawing the attention of his neighbors with his dogged persistence, sliding in the mud with his daughter and jumping into the water—all showing a more human side to the respected Thai ECD. His brand of advocacy may be less confrontational than Bogusky's, but both of them recognize the importance of the internet in spreading the green gospel, reminding us that not every cause online counts as slacktivism.

01 Alex Bogusky 02 Thirasak Tanapatanakul

www.adobomagazine.com

January - February 2011

www.adobomagazine.com

January - February 2011

January - February 2011

www.adobomagazine.com

108

GLOBAL NEWS

GOLDEN VOICE / INFLUENCERS

A golden voice gets a big break... and into a bit of trouble How often do you hear a genuine happy ending? Ted Williams was just another homeless guy from Columbus, Ohio, up until a reporter had him tell his story. In a velvet baritone voice, Williams talked about how listening to the radio and meeting a local DJ made him want to be a voice talent. “Then alcohol and drugs and a few other things kicked in”, leading to a life on the streets.

Macaroni & Cheese ad by Crispin Porter & Bogusky, which aired January 9th during the Kraft Fight Hunger Bowl.

But soon after, Williams was detained by the LAPD because of an altercation with his daughter. Could his 15 minutes of fame be up?

Not everyone gets a second chance. Let’s hope he won’t throw this one away.

When The Columbus Dispatch and Associated Press aired his story, the video posted on January 5 went viral. Viewers were amazed at his voice and sought to help him. Williams’ initial video has over 10 million combined views on YouTube.

Even more services are being offered to him: pro-bono legal advice, new teeth from dentists, psychological services, even air travel! AirTrans is offering to fly Williams around for free.

Williams has been offered a voice-over job from the NFL, with the Cleveland Cavaliers offering him a house to sweeten the deal. Williams has also voiced for and been interviewed by The Today Show, and is the voice for the new

Who influences the Influencers?

Influencers, an online short documentary film produced

by R+I Film, is marketed as a “Polaroid snapshot of New York influential creatives who are shaping today’s pop culture.”

And aptly so. The 13-minute “webdoc” written and directed

by Paul Rojanathara and Davis Johnson may not be definitive given its length and scope, but is essentially an homage to New York, billed as the cultural center of the world.

Among the influential people, pursuits and products mentioned by New York creatives in the film are various

www.adobomagazine.com

music festivals, rappers Jay-Z and B.I.G., New York Times fashion photographer Bill Cunningham, brands such as Volkswagen, Converse and H&M, and Nike’s Livestrong campaign.

of Staple Design and Reed Space; FullSIX NY creative director Damon Crepin-Burr; Dao-Yi Chow of the menswear brand Public School; and The Keystone Design Union cofounder David Gensler.

Interviewees include Rob Stone and Jon Cohen, co-CEO’s of creative lifestyle marketing agency Cornerstone and co-founders of The Fader magazine; fashion editor Josh Peskowitz; Sky Gellatly of the marketing and PR agency Epiphany; public relations agency BPMW co-founder Deirdre Maloney; Jeff Staple

As images of icons, transition graphics and shots of Antony Gormley’s human-like sculptures keeping watch over the Big Apple roll, Influencers ends with a promise: “To be continued.”

Watch the film at www. influencersfilm.com.

January - February 2011

110

DIGITAL NEWS

Digitalscape Google Goggles and Apple iAds: Advertising on a smaller screen Google and Apple have launched their own platforms to connect advertisers with consumers on their smart phones. iPhone users would have already noticed iAds while using their apps, or might be participating with iAds without realizing it. Google Goggles gives consumers the choice on which products to learn

SUBSERVIENT CHICKEN

“Subservient Chicken” rules the digital roost Burger King ads reign over the decade’s top digital works

about. Google and Apple are optimistic about this new approach. “We believe that people can love advertising again.” Apple declares on the iAd site.

Says Shailesh Nalawadi, Google project manager: “Users are conducting visual searches to explore the world around them. We’re looking forward to learning how we can deliver the most meaningful and relevant visual search results.”

TBWA\TEQUILA Hong Kong and OMD construct The Dream Factory augmented reality game for one2free one2free recently launched in Hong Kong The Dream Factory, an innovative augmented reality game to drive awareness and customer engagement around the launch of the new HTC Desire HD device.

The AR game is a first-to-market web-based approach using revolutionary facial recognition

Two Burger King campaigns by Crispin Porter + Bogusky, “Subservient Chicken” and “Whopper Sacrifice,” are among the Digital Decade Top 10 as rated by over a hundred One Show Interactive judges since 2000.

The One Club, the foremost nonprofit organization devoted to promoting creative excellence in the advertising industry, honors the best in digital advertising with the Digital Decade; a celebration of the most influential and groundbreaking interactive advertising over the past 10 years.

technology, clever media planning, and striking creative design to deliver a fun and engaging experience while educating users on the device’s various features and capabilities. The game’s facial recognition software functions as the main engine of the game to drive users from one level to the next, the ultimate goal being to “catch” as many apps and feature icons as possible in the shortest timeframe.

Tribal DDB Shanghai launches Philips Visual Inspiration Center online Tribal DDB Shanghai has launched the Visual Inspiration Center, a comprehensive, interactive online platform in Mandarin for Philips Lighting in China.

Targeted to three main groups – architects, interior designers, and lighting designers – the Visual Inspiration Center allows for the sharing of ideas and collaboration between creative professionals and Philips in the enhancement of interior architecture and landscape design through

Nike has two spots in the rankings with “Nike Plus” by R/GA and “Chalkbot” for the Nike Livestrong Foundation by Wieden + Kennedy.

The top ten from the 75 nominated works are as follows: • “Subservient Chicken,” Burger King. Crispin Porter + Bogusky • “The Hire,” BMW. Fallon • “Nike Plus,” Nike. R/GA • “Uniqlock,” Uniqlo. Projector • “Whopper Sacrifice,” Burger King.

Crispin Porter + Bogusky • “Chalkbot,” Nike Livestrong Foundation. Wieden + Kennedy • “Ikea Dream Kitchens,” Ikea.

Forsman & Bodenfors • “Eco Drive,” Fiat. AKQA • “HBO Voyeur,” HBO. BBDO • ”Dove Evolution,” Dove. Ogilvy & Mather

lighting.

The honorees will be feted at a private reception in New York City in January.

Says Kevin Swanepoel, The One Club president, “The Digital Decade is an incredible look back at the work that truly changed the face of advertising. In the past 10 years we have experienced a shift in the way we consume media, and therefore, how professionals

present advertising to the public.

Interactive media gives creatives limitless possibilities to bring their messages to life – the Digital Decade celebrates the innovation, humor and creativity that we have had the pleasure to experience over the past decade.”

View the spots at www.oneclub.org/ digitaldecade.

“Our goal is to be a relevant and true business partner to our key stakeholders. The Visual Inspiration Center is a valuable asset that will enable Philips to connect to this highly creative group,” said Jit Hoong Ng, managing director, Tribal DDB Shanghai.

www.adobomagazine.com

GOOD TO KNOW In our latest Directors Showcase limited edition DVD demo reel, director Erin Pascual was listed under 88Storey Films-an embarrassing oversight on our part. Pascual is connected with Unitel. We apologize for the error.

January - February 2011

112

DIGITAL FEATURE

THE FUTURE OF SOCIAL MEDIA MARKETING

The future of Facebook Marketing Campaigns

Now that Facebook has established its dominance in the global Internet scene, one wonders how far advertisers can go that we’ve seen and almost replicated every imaginable online campaign that the social network has had to offer.

Take for example, the “Photo Tagging Promo” of IKEA back in 2009, where an account was created for the store manager, Gordon Gustavsson, at IKEA’s newly-opened store in Malmo, Sweden.

In the first two weeks, showroom images were uploaded to his photo album, where customers were able to “tag” themselves on the images. The first person to tag something in the IKEA showroom photos got to take that something home.

Now you can imagine how many users forwarded and embedded and shared that idea – who wouldn’t want to win free furniture anyway?

In the Philippines, there are so many new promos that ask you to save their profile picture as your own and tag as many of your friends on it as possible. The basic premise is that if you tag more and more people, you get a prize. However, because

www.adobomagazine.com

so many are doing that now, it gets old fast and the impact is limited.

The ones that have made much more of a buzz were the ones that asked you to actually share some creativity. Promos that asked you to submit your own photo or design or caption or comment. Things that made you promote yourself to your friends. So now, like the IKEA idea of old, you don’t just tag yourself, you also promote yourself to your network, and at the same time, also promote the brand.

A good campaign that many joined and promoted so eagerly was the “Wheatgrass Shirt Design” campaign. All you had to do was create your own Wheatgrass shirt design and promote it. And since part of the voting weight of the shirt design was based on the number of Facebook likes, it now became a promotional tool for the brand.

Another campaign that left its mark were the Facebook campaigns of ConZace, which were based on the carrot concept: dangle a prize in front of your audience (in this case an iPad) and they will promote your contest as well as the

January - February 2011

Words: Iggy Javellana

brand. The more recent campaigns they have running include submitting your own photo campaign featuring the Conzace photo frame, and sharing-theConZace videos promo where lucky winners would be drawn.

And all of these campaigns had one thing in common: “Like” the page. That simple act already promotes their brands on other people’s news feeds.

In planning for campaigns on Facebook, remember that your audience will be first hooked by that post on another person’s wall feed. If the copy or title isn’t catchy enough, they may not click on the link to follow up themselves, even if your carrot is good. You still have to “catch their fancy” much like the way T.V. ads of old caught your attention. One of the most notable wall posts I’ve seen in recent memory was a person who “Likes ‘How it feels inside me’” which was a fan page for a fizzled candy brand. I was immediately intrigued by it.

And lastly, if you want people to be more active in your promo, don’t ask them to

do something complicated, like edit a photo or video. Ask them to do something simpler instead, like submit a personal photo or come up with a joke or a caption.

You can’t ask your audience to promote your photo as their profile picture if the photo is unappealing, so be sure to come up with a way to entice them to do so. Carrots or prizes are good but only to some extent – you’ll still need to get them excited about the promo itself, and thereby, excited about promoting your brand.

Social media marketing is here to stay and will be around for as long as there will be Internet sites like Facebook. So finding new ways to keep your audience “Liking” you is key to your successful Facebook marketing campaign.

Tagging as part of promotions is no longer allowed by Facebook.

114

DIGITAL FEATURE

SEARCH MARKETING

The Search is on

Creating traffic to your website Words: Marlet Salazar Illustration: Lech Velasco

.com

The Internet is one of the most powerful advertising tools today. And every year, more and more consumers are going online and utilizing search engines such as Google and Yahoo! to discover the latest products in the market.

In fact, “searching” is the top online activity here in the Philippines according to the Yahoo!-Nielsen Net Index 2010. This was revealed by Arthur Policarpio, president and chief executive officer of Snapworx, during a talk on “Search Marketing: How to Drive Sustainable Traffic to Your Site through Search” held at Shanghai Bistro in Makati City recently. He said that Google records about 5.8 million searches in a month.

The searches are of varied interests. Some are weird work combinations of keywords, the others are plain trivial, while the rest serve a purpose.

“Search engine marketing is the foundation of every successful Internet marketing program,” Policarpio tells adobo. “Consumers discover content through the Internet primarily through search engines. As such, for a brand, it is imperative that their websites are ‘found’ by searchers.”

yield. It does not guarantee a 100% click from users.

“The methodology used in order to increase the rankings of a brand’s website in organic search results is search engine optimization (SEO),” says Policarpio, who has eight years of experience in digital marketing, social media, mobile and search.

Being the top pick in search results is not enough. A website has to have good content to make it more interesting, and may therefore hold promise of another visit from the user. The eight principles of “buzz” or what can entice people to visit a particular site include: secret, humor, contest, controversy, outrageous, new, utility, and causes or advocacy.

Why is search becoming more and more important to companies and how can it help their brands?

Policarpio says that marketing could help brands gain top-of-mind awareness among consumers in their category, build sustainable traffic to their website and other web properties (such as videos), generate targeted leads or sales prospects, and generate an actual online sale.

Searches come in two categories: the paid search (through pay-per-click models like Google’s adwords program), or via “organic search,” or showing up in the natural search results of the search engines.

Sometimes, it is not enough that a website is the No. 1

More and more people are shifting their interests from traditional advertising to digital advertising and search is probably one of the most powerful tools in selling products. Policarpio cites a Yahoo-Nielsen 2010 Net

www.adobomagazine.com

January - February 2011

Index Study, that says “around 10-11 different product categories, average monthly Philippine search traffic in Google for these categories increased by more than 90% in a 10-month period.

Policarpio says that efficient SEO could greatly benefit marketers, “especially now that Filipino consumers are actively using the internet and search engines as an aid to their decision-making process for purchasing a product.”

For the San Miguel Food Group for example, Snapworx took advantage of the 1.54 million monthly Google searches for the word “recipe,” by uploading to YouTube 200 professionally-produced recipe videos, all recommending San Miguel-exclusive ingredients. In four months, the videos have accumulated 231,233 views. Of those who watched the videos in YouTube, 76% claimed to have tried cooking the recipes. And among that 76%, a remarkable 81% used the recommended San Miguel products and ingredients.

“Filipino consumers are actively using the Internet – in particular, search engines – as an aid to their decisionmaking process for purchasing a product,” explains Policarpio. “As such, it is imperative that brands use search marketing techniques in order for their websites to be discovered by consumers who are actively searching for information related to their product category.”

INTERACTIVE ADVERTISING / EXPEDITION 206

Smart Ads

DIGITAL FEATURE

115

Words: Iggy Javellana

New Interactive Advertising Trend Have you seen Minority Report? Do you remember that once scene in the movie where Tom Cruise is running through the subway or tunnel and the advertisements on the wall change according to his preference?

Well hold on to your chairs, folks, but that’s already happening today – online anyway.

ad it will have a different image or artist on it, now related to the genre you were first interested in. When you come back much later it will have narrowed down your preference even further until you finally get the exact type of music you are into.

Ads have now become intelligent that they are able to note your preferences via the information you share online, whether through your profile page, your browsing history or the cookies in your browser.

For example, if in Facebook you say that you watch action comedy movies, then, after Facebook connecting to a site, they will be able to furnish DVD/Movie download ads related to your interest.

Looking at your browsing or cookie history also enables companies to identify what you like in terms of sites, clothes, food, books, and so on. Try visiting a site where the ads were totally unrelated to your preferences. Come back later and notice that they are now dishing ads of, or related to, sites you recently visited in the same browser window. And if you interact with the ad, you can narrow down your search even more.

Music download ads also become more intelligent. Take for example for the iTunes store. Each time you come across it, you will notice that it will first show you two options. If you simply mouse over one option and then move on to another page, the next time you access that same

Contextual ads are also a huge part of interactive advertising online. Looking through a news site for example, and in the sports section, you will most likely be dished ads of a sports apparel. But of course it won’t be able to narrow down your info as quickly,

so if you happen to volunteer information (like your log in info or Facebook profile connect) the ad changes drastically to match your gender, age, even climate. If in a cold region, you get sweatshirts and winter jackets, in warm weather you get shorts and running shoes.

But like the movie Minority Report it becomes a bit unnerving. Soon these ads will start calling your name out “Hey John Anderton! I see you’ve just visited this illegal download site or checked out your ex-girlfriend’s profile page…” Oh no!

How much information are you willing to

dish out to feel comfortable being online?

Advertisers also have to be responsible as to how much information should be retrieving to make recommendations.

Smart interactive ads are cool and make our lives as advertisers and consumers easy. However, the relationship between advertiser and consumer should be kept intimate but with boundaries. Yes, it may be okay to communicate directly to match your consumer’s wants and needs, but do not overstep the bounds and ask for more information than what they would normally divulge.

Expedition 206

Coca-Cola’s biggest social media project concludes In January of last year, Coca-Cola set out to find what happiness is in different countries. The soda brand’s fans picked three netizens as happiness ambassadors to embark on a journey across 186 countries, including the Philippines, to look into of what happiness means in each place. The campaign, called Expedition 206 after the 206 territories where Coke is available, is touted as Coke’s most ambitious social media project ever. The happiness ambassadors took on the world armed with laptops, video cameras, smartphones and other

gadgets for documentation purposes. The ambassadors documented their journey via Facebook, Twitter, and the Expedition 206 website. Their journey came to an end on New Year’s Day, 2011.

at World of Coca-Cola in Atlanta, Georgia last Wednesday. From the Philippines, the official blogger representative was radio personality DJ Mojo Jojo, who documented his trip on donavictorina.blogspot.com.

Local bloggers in the territories visited were encouraged to follow their journey, and to post their own search for happiness. Coke chose representative bloggers from each country to host the happiness ambassadors during their trip.

The representatives were also invited to Expedition 206’s closing ceremony held

“We have been extremely pleased with the success it’s had in the different markets,” Anna Carelli, Coca-Cola’s Senior Communications Manager for Digital.

“It’s really provided a platform for the different markets to activate as they see fit.” Expedition 206 gave Coca-Cola more visibility in places such as China.

January - February 2011

www.adobomagazine.com

116

DIGITAL FEATURE

YAHOO! YEAR IN REVIEW

Yahoo! Year in Review 2010

Sports, celebrities, success and change mark searches by Filipinos Yahoo! Inc. announced its Year in Review, identifying the top trends of 2010 from billions of consumer searches, and the top stories and topics of the year from the Yahoo! Network. The Philippine list shows a year marked by major events that put the country on the world stage as well as less celebratory scandals and tragedies.

Sports remain to be of utmost interest to Filipinos online. The National Basketball Association (NBA) ranked #1 in the top searches in Yahoo! Philippines., followed by Election Results, champion boxer Manny Pacquiao, celebrity Anne Curtis, and pair Shaina Magdayao and John Lloyd Cruz. The Year in Review also recalled a year of significant achievements for the country. The inauguration of President Benigno Aquino III as the 15th President of the Philippines and Manny “Pacman” Pacquiao’s feat as the first boxer in the world to hold title championships in eight different weight divisions also received top hits, showing how Filipinos are proud of the triumphs of their countrymen as they become more visible in the global setting.

2010 was indeed a year of Filipino pride. Reflected in the Year in Review is how the Philippines united when a fellow Filipino takes center stage in the global spotlight. The Top 5 major achievements searched by Filipinos online are:

2010 was significantly important in the Philippines because it represented change, honor and success. The first automated election was a huge step for the Filipinos and the new faces in government symbolized transformation.

The Filipino’s love for celebrity gossip was evidenced by searches about local stars, such as the shocking hearsay about Shaina Magdayao and John Lloyd Cruz, Kris Aquino’s separation from James Yap, host Willie Revillame’s move to TV5, and Mariel Rodriguez’s wedding to Robin Padilla.

Highly Searched Achievements on Yahoo! 2010

Highly Searched Election Results on Yahoo! 2010 1. Automated Elections 2. Noynoy Aquino’s Golden Year 3. The Presidentiables 4. Shalani Soledad 5. Women in Elections

Highly Searched Celebrity Centered News on Yahoo! 2010 1. Anne Curtis Wardrobe Malfunction 2. Separate Lives 3. Marian vs. Bela 4. Angelica Panganiban Controversies 5. New Celebrity Moms

Whether it was for breaking news or entertainment, Cebu Pacific dancing flight attendants, or the “We Love You Venus” recording, this year’s video hits kept everyone glued to the Web.

Government-related issues went hand-in-hand with the top-searched election results as the new president was inaugurated and his leadership abilities were put to the test. Labor issues, agrarian reform, and the reproductive health bill were among the most buzzed about concerns.

On a less triumphant note, Filipinos and people all over the world tuned in to the Internet as international news channels covered the Manila hostage crisis. and other unfortunate news such as the Ampatuan massacre aftermath, various natural disasters, accidents and shootouts.

Highly Searched Videos

Highly Searched Issues on Yahoo!

2010 1. Aquino’s Priorities 2. Labor 3. Police Brutality 4. Dengue 5. Jueteng

Top Searched Tragedies on Yahoo! 2010 1. Manila Hostage Crisis 2. Bus Accidents 3. Ampatuan Massacre Aftermath 4. Earthquakes 5. Ivan Padilla

1. Manny Pacquiao 2. Maria Venus Raj 3. Charice 4. Lea Salonga 5. Jovit Baldivino

For the global listing, visit yearinreview. yahoo.com.

www.adobomagazine.com

on Yahoo! 2010 1. Dancing Flight Attendants 2. We Love You Venus 3. Cebu Dancing Inmates 4. Villar Jingle Spoofs 5. Baby James Yap

January - February 2011

KIDLAT AWARDS 2010

January - February 2011

LOCAL NEWS

117

www.adobomagazine.com

118

MEDIA NEWS

Mediascape Sony Pictures Home Entertainment to launch ‘The Great DVD Amnesty’ campaign featuring Jean-Claude Van Damme Sony Pictures Home Entertainment just launched a new brand campaign created by independent advertising agency iris Sydney. The campaign, “The Great DVD Amnesty,” features international film star Jean-Claude Van Damme in a 30 second T.V. spot.

David Flanagan, national marketing manager

OPTIMA DIGITAL

Optima Digital’s 2nd Camera to Film Test

More cameras, more surprises on the big screen

for Sony Pictures Home Entertainment, said: “iris has delivered a big, unique, groundbreaking idea based on a strong consumer truth and it’s brilliantly executed.” The media strategy was devised by Slingshot Media Ventures and PR managed by Hausmann Communications.

GMA Network CEO joins 2010 Asian Television Awards Advisory Board GMA Network chairman and CEO Felipe L. Gozon was selected as a member of the Advisory Board for the 2010 Asian Television Awards (ATA).

The ATA recognizes excellence in programming, production and performance and is the most significant and celebrated event in the Asian TV industry. The ATA 2010 Advisory Board is comprised

01

of top executives from major broadcasters in the Asian region. The Board will likewise provide ATA with fresh and invigorating ideas.

“I am honored to be the only Filipino to sit as a member of the Advisory Board for this year’s ATA. After the 2005 Award, excellence is pushing through in television production and programming in Asia,” said Gozon.

The Chernin Group Launches Asian Media Company The Chernin Group announced that Peter Chernin will be chairman of CA Media while Paul Aiello, who along with Chernin is a founding shareholder of the company, will be CEO. CA Media, based in Hong Kong, intends to focus on television networks, sports, education, advertising, and digital media.

The Chernin Group manages, operates and invests in businesses in the media, entertainment, and technology sectors. Chernin Entertainment produces feature films and television programs.

Prior to joining STAR, Aiello was the head of technology, media, and telecommunications investment banking for Morgan Stanley Asia.

Optima Digital’s 2nd Camera to Film Test last November at myCinema Greenbelt 3 was the follow-up to the highly successful 2009 comparisons of 35mm prints from different camera sources on the widescreen, seen by 300 directors and cinematographers at Shangri-La Cineplex.

The latest venue may be smaller, but the range of cameras is wider.

Whereas round one featured 35mm, Super 16mm, RED, Sony F90, and the Panasonic varicam, the second test included RED, Arri D21, P2, Sony EX3, Nikon D90, HVX 200A, Phantom, 35mm in 4-perf and 2 perf in Anamorphic, and Canon 5D and 7D, among others. The latest reel also includes interviews of acclaimed directors Brillante Mendoza, Chito Roño, Yam Laranas and Jun Reyes.

Although the Cam to Film Test is no shootout, or direct comparison of the same footage, the original and the result of color grading are seen together, to remarkable effect. The screening series affirms

www.adobomagazine.com

January - February 2011

the post-production outfit’s commitment to testing new technology available in the market.

The aim is not to promote certain cameras over others, but rather to show the difference that proper color grading can give the finished product.

Weighing in on the digital versus film debate, senior colorist Marilen Magsaysay notes that digital is still not an exact replacement for film, the superior format, but 80% of the projects they work with is now digital, with film accounting for only 20% of inputs. “Shot well, [digital] will not matter to untrained eyes,” she adds. However, the difference can sometimes be distinguished on the big screen.

But whatever medium the filmmaker chooses, proper posting makes a huge difference. Optima Digital prides itself in what general manager and chief operating officer Pete Jimenez calls a “robust, honest-to-goodness Digital Intermediate (DI) workflow” that

does not to go down to standard definition, instead staying high definition all throughout the process, as it should.

With the Resolve in Linux, the fastest color grading machine in the Philippines at just a step below a supercomputer in processing power, posting with clients can be done in real time without any limits in the number of effect layers.

“It took us years of testing formula settings of each machine to come up with good quality output,” says Optima Digital Chief Techonology Officer Alvin Lavilla. “It’s not guesswork.” His team hopes to elevate cinema ads and TVC’s to the level of Hollywood features.

With future Cam to Film Tests in the works for audiences of advertisers and students, it is only a matter of time and budgets before this becomes a reality.

01 Marilen Magsaysay and Alvin Lavilla at the Camera to Film Test

TV5

MEDIA NEWS

119

TV5

Television’s Newest Tour De Force?

Words: Jamie Ortega

They’re no longer the new kids on the block; from the way things are going TV5 is emerging as a force to be reckoned with in the broadcast industry. After businessman Tonyboy Cojuangco stepped down as head honcho of the Associated Broadcasting Corporation (ABC), PLDT chairman Manny V Pangilinan took the helm. Big news indeed, because Pangilinan, aside from possessing enough financial machinery to breathe new life to the network, also has a knack for transforming things; from a small investment firm he guided Smart Communications to where it stands today.

ABC 5 was relaunched as TV5, the “Kapatid Network”, in early 2010. During the network’s official launch, TV5 executives introduced the network as an organization that will go against the norm by providing diverse genres and not-sousual programming belts.

As of December 2010 TV5 was airing 53 locally produced programs. The TV network also cleverly pirated some of the brightest TV personalities in the country to join their fleet. Some of them are broadcast journalist Luchi Cruz-Valdes (formerly from ABS-CBN) who now heads its news and current affairs division and TV host Paolo Bediones who transferred from GMA-7 and now co-anchors Aksyon, TV5’s daily news program.

Actress and TV host Ruffa Gutierrez made the switch too; Gutierrez now hosts showbiz talk show Paparazzi. And who can ever forget the biggest (and noisiest) kahuna of them all, TV host-comedian Willie Revillame. After Revillame suffered a much-publicized fall-out from ABS-CBN, Willie was offered to host the nightly variety show Willing Willie to the rumored tune of P71 million a month.

The biggest ace of TV5 isn’t its vast wealth (though that certainly helps), or its glitzy motley of stars, it’s the network’s clever

programming. Instead of producing a news program with the same timeslot as the two giant networks TV5 went against the grain by coming up with a nightly variety show. Pitted against nightly programs TV Patrol and 24 Oras, Willing Willie is neck-and-neck with its staunch competitors.

But when it comes to lording over two network giants clever programming just won’t cut it. The shows themselves need to step up big-time. TV5’s Sunday variety show PO5’s musical numbers are simple at best, and not at par, production-wise, with ABS-CBN’s ASAP or GMA’s Party Pilipinas. Willing Willie’s segments are similar to Willie Revillame’s defunct show on ABS-CBN, Wowowee, teen show BFGF’s plotlines are dragging and predictable. Is TV5 bursting with brawn but lacking in creativity?

the Unitel Group, which will allow TV5 access to a research & development and production arm.

These are all bold measures but if TV5 is really keen on becoming the king of the networks, it should work on creating more TV shows that capture the viewing tastes of the Filipino. Advanced technology cannot cover up a poorly thought-of plot, lackluster star power or weak acting performances. Once that occurs, expect a domino effect: rating and advertisements will follow like clockwork.

Combine that with TV5’s hefty financial machinery, and you’ve got a channel that can’t be beat.

01 Manny V. Pangilinan 02 Willie Revillame

The channel also needs to boost their star power. Willie Revillame and Ruffa Gutierrez are TV5’s flagship celebrities but to be able to draw a larger audience share, the network needs to pirate more celebrities of the same caliber.

2011 will be an even bigger year for TV5, revealed Entertainment Head Perci Intalan. A line-up of Filipino movies, Bagets, Utol Kong Hoodlum and Iskul Bukol are set to be adapted for the small screen.

01

Aside from additional entertainment programs, TV5 will be revitalizing their news block in 2011, beginning with a partnership deal with international news outfit CNN. Plans are also underway to launch TV5 International by 2011, poised to air primarily in North America, Europe and Italy. Cinemabuhay, TV5’s film arm, which produced the Metro Manila Film Fest entry, Rosario, will continue operations.

TV5 holding company MediaQuest Holdings also acquired a 30% stake in

02

January - February 2011

www.adobomagazine.com

120

MEDIA NEWS

NU107 / MAGKARIBAL FASHION

Dead Air

The Demise of NU 107 First, it’s Denial.

Then, it’s Anger. Bargaining. Depression.

Finally, there’s Acceptance.

They say these are the five stages one goes through when he ties to learn to live without the one he lost.

I’m not exactly sure I went through all these when radio station NU 107 signed off. But admittedly, it hit me hard.

For you see, I had been almost entirely listening to one station the past couple of decades.

Like its place on the radio dial, NU kept me constantly on the edge. This was one place where they played music

other stations didn’t want to touch or never knew of. They played it louder than anyone dared. Metallica, Nine Inch Nails, Smashing Pumpkins, Pearl Jam, Silverchair and their ilk were constant fare. Against a sea of pop stations that featured the star-of-the-moment sensation or 80’s hits on Fridays (or other days---it really doesn’t matter), they were the lone wolf.

much success---including wearing his new T-shirt. I later learned it was a song called “Ligaya” by the Eraserheads.

And it took a lot of balls to do that.

Undeniably too, NU 107 ushered in the resurgence of Pinoy rock.

And because people heard them on NU, they caught these bands at gigs, bought their albums, and listened to the radio some more. It was a healthy arrangement.

It was on a bus commute once when I first heard a rather uncanny sound blaring from its speakers. The song was about some guy telling a girl he had done everything to win her attention without

Much later on when I could afford to buy a second-hand car, NU kept me company on those insanely-long, traffic-congested drives to the office. I would tune in to Zach and Joey in the Morning. It was

Magkaribal

Words: Jamie Ortega

ABS-CBN’s First Fashion Serye: Trendsetting or Total Flop?

Remember what fashion did for Sex And The City? Well, it also worked its magic, on a more local scale, with ABS-CBN’s hit soap Magkaribal – but with a touch of campiness thrown in for good measure.

Set against the intriguing world of the fashion industry, the soap opera revolved around the lives of two long-lost sisters, glamorous fashion designer Victoria Valera (Gretchen Barreto) and struggling seamstress Gelai Agustin (Bea Alonzo).

Victoria and Gelai turn out to be each other’s greatest rivals not only in their quest for fashion supremacy, but to also win the affections of one man, street fighter Louie Villamor (Derek Ramsay).

Branded by ABS-CBN as the first ever “fashion-serye” with the tagline “Rarampa Na!,” Magkaribal featured creations by some of the Philippines’ top designers like

www.adobomagazine.com

Words: Jake Yrastorza, Leo Burnett Manila

Michael Cinco, Inno Sotto and Frederick Peralta. The very same designers were also given regular cameos in the teleserye.

In Sex And The City, the outfits featured in the series served an added attraction to the viewers. Men and women would tune in not just to be entertained but to also find out what Carrie Bradshaw, Charlotte York, Miranda Hobbes and Samantha Jones were wearing. Magkaribal played along similar lines. Username JRhiannon from website Sulit.com.ph’s tv forums commented, “Fashionable talaga ang mga damit sa ‘Magkaribal’ makakauha ka ng style pag pinanood mo.” (The clothes in Magkaribal are really fashionable, you can get stylish from watching it.) Edmund Silvestre, the Philippine Star’s Big Apple

January - February 2011

On heavy rotation too were such acts as Razorback, Wolfgang, Yano, The Dawn and P.O.T. The station and the bands broke barriers, they defied every pre-conceived notion I had of how music should be played and listened to.

a zany show that kept me in stitches.

Eventually, through circumstances brought about by work, I would meet the hosts, Zach Lucero (also the drummer for Imago) and the show’s newsgirl, Jaedee (Joyce Burton, now a news anchor on T.V.). When we got married, my wife and I didn’t look far and wide for a couple to host our reception.

But perhaps, nothing shows my belief in everything NU stood for than the fact that I have been to every single one of the Rock Awards. I think. I mean, this was like a yearly trip to rock nirvana. It was a virtual constellation of the local rock scene’s brightest and boldest stars. I have seen Pepe Smith crawl on the stage, drunk, dazed, and confused. And I have witnessed NU jock and erstwhile guitarist for The Dawn, Francis Reyes – also

NU107 / MAGKARIBAL FASHION

MEDIA NEWS

slightly drunk – deliver an impassioned speech about keeping it alive and carrying the torch forward at the last Awards night.

For some time before it finally bade goodbye, there was some talk that NU had been bleeding.

Revenue from advertising was insufficient while the costs of maintaining a 24-hour all-week station were piling up. This rock party was good but it had to end.

Presently, I am witnessing its last few moments and I am by NU’s bedside. And bedside is a live webstream. The radio booth is packed with jocks alternately sharing their memories, eulogies, for a beloved friend. Outside, fans and rock stars alike mingle around to pay homage.

As I watch the proceedings, I pop open a cold one. The first few gulps of beer rush down to soothe my parched throat. For a moment there, I hope it is some sick joke. That someone would just grab the mic and say they’d be back the next day. But nobody does. Each time they put on a song, I crank it up like there was no

Correspondent commented in his Philstar.com entry last August 31, 2010 “Sobrang ganda ng mga damit niya, puro (Her clothes are very beautiful, all)top of the line.

The plot of the series is actually predictable like other Filipino dramas. But just catching Gretchen’s gowns, shoes and bags makes it worthy of my time. I also like the witty dialogues and the suspenseful musical scoring.”

In the soap opera each character possesses a signature style that reflects their personality and inner conflict.

In one of the show’s earlier scenes Victoria Valera walks down the airport ramp channeling Victoria Beckham in an all-black leather ensemble and a fuchsia crocodile Hermes Birkin handbag. With one look viewers can already deduce that Victoria is living in the lap of luxury, and flaunting it to full measure. Vera Cruz (Angel Aquino) Victoria’s cruel adoptive mother, who is also a designer, often dons grandiose gowns in huge polka dot prints, ruffles, to represent the vivacious, larger-than-life power-hungry designer that lives without limits. Gelai Agustin’s pink, purple, girly-colored tops reflected the character’s kikay personality, flower and other hugelytyped accents on her outfits showed Gelai’s tacky interest in fashion.

However, as the show progressed, some outfits, particularly those worn by Vera gained a lot of flak from fashion critics. Renowned blogger Cecile ZamoraVan Straten of Chuvaness wrote in her June 30th blog

121

tomorrow. Because I know there will be none. I also know it would be sometime before another equally-audacious radio station comes around again to give all the finger and grab us by the jugular. I don’t care if the neighbors wake up. In fact, in a throwback to the devil-may-care air of adolescence, I actually wish they do.

Then, they come to the last song. It is “Huling El Bimbo,” by the Eraserheads. Perfect choice. And then, right before they officially sign off, I lose my connection to the live stream. The cosmic forces do have an absurd sense of humor but I never thought they’d trot it out tonight. I click the refresh button once. No response. Twice. Thrice.

This cyber resuscitation was not bringing my connection back. It definitely wasn’t bringing my station back too.

It is over.

Thanks a lot, NU 107, for 23 brave years. We raise our glasses to you.

entry that the clothes used in a Magkaribal fashion show scene were akin to “frou frou dresses” and “scary accessories,” referring to the ruffles and outlandish chunky accessories that were Vera’s trademark. Even though it provided a twist to the typical teleserye villain cliché of big hair, bright lipstick, and cigarette in hand, Zamora-Van Straten thought the stylists could have deal with some styling restraint.

though; each look that Erich pulled off had a chic and contemporary air. The flowered corsets, light colored jumpsuits and maxi dresses that were part of the character’s wardrobe staple looked age-appropriate and pleasing to the eye. The minimized accessories and tamed-down accents utilized in achieving Chloe’s overall look drew more attention to her outfits, flattering the actress’ face and figure.

When it came to Gelai Agustin’s ensemble, Philippine Online Chronicles.net opined that variety should have come knocking. In their September 14, 2010 issue, they wrote: “Given that her character here is a poor seamstress from Divisoria, the stylists seemed to have forgotten that the show is still a ‘fashion serye.’ There are more people from Divisoria who don better ensembles than Alonzo’s signature loose top with a peek-a-boo bra strap.” When the character finally gained a modicum of success as a designer there was, thankfully, a change in Gelai’s wardrobe. Off-shoulder tops and pink lip stain were replaced by a more classic and professional look of tube dresses, halter tops, rich red lipstick and buttoned down shirts.

As a whole, the show drew accolades from viewers and several members of the media. Spot.ph praised Magkaribal, describing the show as “dramatic and decadent, the best kind of entertainment.” The Freeman, Philstar.com’s Cebu-based newspaper, declared Magkaribal to be “a new guilty pleasure.”

The outfits of Chloe Cruz, played by actress Erich Gonzales, provided a youthful breath of fresh air.

Chloe is the spoiled brat adoptive daughter of Vera Cruz desperate for her mother’s attention. The outfits that Erich donned carried nary a votive of desperation

January - February 2011

“For the first time in teleserye history, we will show fashion para sa masa (for the masses)as [represented by] Divisoria fashion and yung haute couture, ang fashion ng mayayaman (fashion of the rich) and paano ito magmi-meet (how they meet). Ipapakita namin hindi alienating ang fashion (We will show that fashion is not alienating,”) shared Nuel Naval, the show’s director, during a press conference last June. Perhaps the show may have succeeded in that regard, but when it came to showcasing the sheer genius of our country’s designers (of which we undeniably have a lot of ), Magkaribal still leaves much to be desired.

www.adobomagazine.com

122

MEDIA FEATURE

NIELSEN

Nielsen measures up

Words: Mike Saycon

The Philippines is where the action is

“We are not seeing the demise of traditional media; rather we see it in complementary relationship with the digital/online media…and we want to be able to provide the measurement for both.”

-Dave Thomas, global president for media client services, The Nielsen Company

Halfway through the past decade, advertising executives, media planners and brand managers had rather simple parameters in executing their campaigns.

Target? Check. Market segment?

Check. Channels and time slots? Check.

Circulation? Check. After a few clicks, voila! Reach and frequency? Up. Then on to the buying and execution part. Done.

Then the ratings game extended onto online space, with media sales groups banking on the basic statistics of Friendster or MySpace users.

For accurate information on various media platforms, the media industry has long relied on the research analysts of The Nielsen Company. From merely tracking the audience share of a primetime slot or the readership of a publication, to defining the users and unique hits of websites, the need of marketing and communications practitioners to understand a market whose consumer behavior is constantly scrutinized, followed and influenced has led to the hunt for more accurate data and to continually develop an index of effectiveness.

This is the challenge, says Dave Thomas, global president for media client services of The Nielsen Company. Thomas was in Manila in October to launch the upgrade of their research tools and to celebrate the internal alignment of AGB-Nielsen Media to integrate their client servicing, media research and data monitoring teams.

Nielsen: the Pinoy Market is Special

www.adobomagazine.com

In a world increasingly driven by shifting global markets, inter-connected consumers and gigabytes of digital information out in the open, Nielsen sees the Philippines as a special place. Not mainly for the prevailing consumerist market attitude but more so for the boundless opportunity for growth its domestic economy presents.

“We are active across 100 countries and one of our biggest strengths is the opportunities in the developing world.

Rate of growth in the U.S. and Western Europe is going much slower than in the developing world. The potential for growth in the Philippines is what keeps us going,” he candidly says. “This is where the action is!”

Thomas is counting on the rise of a thriving, more eager, younger Philippine market as opposed to the aging and homogenous markets of North America and Western Europe. Evidence of this belief is Nielsen’s focus in Manila: “We look at where we’re investing our time, effort and resources in media space, our very conscious decision to invest here more heavily, because this part of the world is where a great focus needs to be for us as a company.”

For Nielsen, this reinforces their thrust to continually monitor the spending behavior of 92-M Filipino consumers. The Philippines is also one of the most technologically receptive in the region, so Nielsen sees great opportunity in the country. “You

January - February 2011

have quickly gone beyond traditional media. You have gone into online and mobile interface, what we refer to as the three-screen approach,” says Thomas.

Facing the social network buzz head on In London last year, Nielsen launched Bandlift UK —a tool to measure effectiveness of social media sites such as Facebook. This is in large part aimed at keeping track of the deepening relationship between brands and their consumers by way of understanding the market’s overall behavior, perception and response patterns.

“We want to have the technical proficiency to measure any platform consumers utilize, everywhere in the world. Our (traditional) beliefs are now subject to revisiting, and we have regained some appreciation of the changes in consumer-brand relationships,” he says.

Thomas himself admits that the revolution Facebook has brought about and how “more accurate” its demographical statistics could be than other websites, Facebook has become both a social phenomenon and marketing phenomenon on its own.

Facebook has arguably re-defined Internet usage in the past decade. It mounted a new culture where, as Thomas puts it, “kids no longer send e-mails to each other but rather keep track of

them through their status messages and exchange wall posts.” As the Philippines is not one country to be left behind, Thomas cites that “insights claimed from the social media phenomenon can well become a guiding pathway to understanding and appreciating how those mixes are impacting consumer perception and ultimately, consumer behavior.”

In keeping with the challenges From what started out in 1923 as an engineering performance survey, and later evolved into a retail index of the flow of food and drug purchases in America, Nielsen has stepped up with the times and can claim a long record of global leadership in data mining and data analysis.

As Philippine Executive Director Jay Bautista attests, “The major challenge for Nielsen here is linking what people see on media to what they actually purchase and harnessing all these information to provide a full-circle view of the Filipino consumer to be able to measure the effectiveness and efficiency from a Return-On-Investment perspective.”

As the Philippine market grows and the media industry evolves, Nielsen will continue to be a valued partner of marketing and communications practitioners.

JAY BAUTISTA, EXECUTIVE DIRECTOR, NIELSEN MEDIA/ PHILIPPINE STAR ANNIVERSARY

MEDIA NEWS

123

Q&A with Jay Bautista, the Philippines’ Executive Director of Nielsen Media Is it difficult to measure media effectiveness in the Philippines given the complexity of the population dynamics and living demographics?

Not really, it is just a matter of customizing products, services, methodologies and approaches that are effective in other Nielsen markets and make it “Filipino.” We look at geography, population nuances, technology, infrastructure and other areas to make sure that the metrics we introduce are applicable and appropriate for the country. I guess time and resource management are the main challenges.

From Friendster to MySpace to Facebook— how has the country’s media and various audiences adjusted to the phenomenon of the online social networking? Who is this good for, and who takes the blow?

The Philippine media landscape continues to mirror the socio-economic profile of the population. T.V. and Radio continue to be very popular especially among the masses because they are relatively free and easy to access. Digital media (mobile and online) are growing at a rapid pace driven by the youth and young adults (10- to 29-year-olds) and the upper middle class (ABC).

Though the masses are increasing their usage of

digital and online through alternative channels like internet café’s and popularity of pre-paid subscriptions for mobile users.

In 2009 economists reported the Philippines wasn’t as badly affected by the 2008 financial crisis despite warnings that media spending would be one to take a big slash in corporate budgets. Did it, however, translate to an increase in media/ad spending in the country?

The Philippines, similar to our Southeast Asian neighbors like Indonesia and Thailand, are largely FMCG-focused advertising markets compared to countries like Australia, Singapore and Hong Kong who are more Finance, Real Estate and Servicefocused advertising markets. The Philippines was thus not heavily affected by the financial crisis since the FMCG categories (shampoos, detergents, etc.) including Telecoms and Pharmaceuticals continued to adopt a business-as-usual approach.

In addition, the 2010 national elections led to an early “ad war” among potential candidates who started with their “advocacy” advertising as early as 2009. All these factors plus the growth in radio advertising led to a growth in Philippine advertising.

Literary events kick off the Philippine STAR’s 25th anniversary To celebrate its 25th year, the Philippine STAR looks to the literary figures among its ranks for a series of events this month presented by the broadsheet with the country’s leading bookstore, National Book Store. A poetry reading section led by Alfred “Krip” Yuson held on Saturday, January 8, at the Greenbelt 5 Gallery. The first in the fourevent series was fueled by Starbuck and Krispy Kreme. Noted names in literature and media joined the reading, including Raymond Ang, Juaniyo Arcellana, Regina Belmonte, Audrey Carpio, Karen Davila, Enchong Dee, Leandro Leviste, Ed Maranan, Derek Ramsay, Ronald Regis, Danton Remoto, Myrza Sison, Enrico Subido and the Syjucos-Cesare, Maxine and Trix. On January 15 F. Sionil Jose will discuss “Filipino Writers Today: How Relevant Are They” with a panel led by editor-in-chief Isaac Belmonte and executive editor Amy Pamintuan at NBS Rockwell Power Plant. The following weekend, January 22, Jessica

Zafra will talk to STAR writers about their Favorite Books at at NBS Glorietta 5. The next Saturday, January 29, Butch Dalisay will speak about “The Writing Profession: How Writers Can Improve their Craft and Earn a Living” at NBS Edsa Shangri-La Plaza. Events are at 3pm.

Admission is free.

January - February 2011

www.adobomagazine.com

124

MEDIA FEATURE

NIELSEN TOP 20 CATEGORIES / ADVERTISERS

Top 20 Categories Based on Rate Cards Jan.-Sept 2010 vs. YA CATEGORIES

JAN-SEPT 2010

JAN-SEPT 2009

% CHANGE

1

HAIR SHAMPOO, RINSES, T’MENT / HAIR DRESSING PROD.

16,773

12,669

32%

2

GOVERNMENT AGENCIES, PUBLIC UTILITIES

14,426

7,745

86%

3

COMMUNICATION / TELECOMMUNICATION

9,807

9,492

3%

4

DETERGENTS & LAUNDRY PREPARATIONS

8,461

5,557

52%

5

DENTRIFICIES, MOUTHWASH & TOOTHBRUSH

6,783

4,606

47%

6

PROPRIETY DRUGS / OTHER THAN VITAMINS & TONICS

5,930

6,683

-11%

7

OTHER FOOD PRODUCTS / OTHER THAN BISCUIT & BAKESHOP

5,895

5,994

-2%

8

COUGH & COLD REMEDIES

5,721

5,478

4%

9

POWDER MILK

5,526

5,304

4%

10

SKIN CARE

5,518

4,705

17%

11

VITAMINS

4,644

4,143

12%

12

ENTRERTAINMENT

4,175

4,527

-8%

13

COFFEE & TEA

3,994

3,301

21%

14

HEALTH & BEAUTY SOAPS

3,532

2,557

38%

15

FLOUR, BAKERY PRODUCTS & BAKESHOPS

3,491

3,122

12%

16

ICE CREAM, SHERBETS, & FROZEN DELIGHTS

3,189

1,995

60%

17

SEASONINGS, SAUCES & EXTRACTS

3,038

3,878

-22%

18

BANKS, FINANCE COMPANIES & INVESTMENT HOUSES

2,884

2,107

37%

19

SOUPS & NOODLES

2,497

2,469

1%

20

CLEANSERS, WAXES, POLISHES & SCRUBBING PADS

2,283

694

229%

46,529

43,996

6%

165,096

141,023

17%

RANK

BALANCE CATEGORIES TOTAL

Top 20 Advertisers Based on Rate Cards Jan.-Sept 2010 vs. YA ADVERTISERS

JAN-SEPT 2010

JAN-SEPT 2009

% CHANGE

1

UNILEVER PHILIPPINES, INC.

21,522

17,837

21%

2

PROCTER & GAMBLE PHILIPPINES, INC.

14,893

8,943

67%

3

UNITED LABORATORIES, INC.

9,298

8,447

10%

4

NESTLE PHILIPPINES, INC.

9,041

8,496

6%

5

COLGATE-PALMOLIVE PHILIPPINES, INC

8,298

5,122

62%

6

GLOBE TELECOM, INC.

2,694

1,667

62%

7

JOLLIBEE FOODS CORPORATION

2,550

2,531

1%

8

UNIVERSAL ROBINA CORPORATION

2,275

1,851

23%

9

MONDE NISSIN CORPORATION

2,083

1,657

26%

10

JOHNSON & JOHNSON PHILIPPINES, INC.

1,869

2,322

-20%

11

WYETH PHILIPPINES, INC.

1,689

1,655

2%

12

SMART COMMUNICATIONS, INC.

1,663

1,789

-7%

13

MEAD JOHNSON PHILIPPINES, INC.

1,559

1,870

-17%

14

TANDUAY DISTILLERS, INC.

1,463

1,270

15%

15

KRAFT FOODS (PHILIPPINES), INC.

1,461

1,353

8%

16

MANNY VILLAR

1,457

508

187%

17

ASIA BREWERY, INC.

1,400

759

85%

18

THE COCA-COLA EXPORT COMPANY

1,195

2,244

-47%

19

SAN MIGUEL BREWERY INC.

1,068

751

42%

20

GOLDEN ARCHES DEVELOPMENT CORPORATION

1,049

935

12%

76,571

69,014

11%

165,096

141,023

17%

RANK

BALANCE CATEGORIES TOTAL

www.adobomagazine.com

January - February 2011

MEDIA AGENCIES, PHILIPPINES, DECEMBER 2010

R3 NEW BUSINESS LEAGUE

125

R3 NEW BUSINESS LEAGUE - Philippines, December 2010 MEDIA AGENCIES RANK THIS

RANK LAST

MONTH

MONTH

1

1

AGENCY MEC

RECENT WINS

ESTIMATE YTD WIN

CAFE FRANCE, PHILPLANS, PFZIER-

RECENT LOSSES

ESTIMATE YTD OVERALL

REVENUE (US$M)

REVENUE (US$M)

1.42

1.42

0.43

0.43

WYETH, MAYA KITCHEN 2

2=

MAXUS

HONDA MOTORCYCLES, CEMEX CEMENTS, PRU LIFE UK

3

2=

CARAT

HOLCIM, ASIA BREWERY, PHIMA

0.42

0.40

4

4=

ZENITHOPTIMEDIA

SANOFI AVENTIS, HAVAIANAS, CHIPS

0.33

0.33

DELIGHT 5

4=

STARCOM MEDIAVEST

LIBERTY BROADCASTING NETWORK,

0.32

ASTRA

0.32

MERALCO 6

4=

MINDSHARE

GOLDILOCKS, BAYER

0.30

0.25

7

7

MPG

ANCHOR LAND HOLDINGS, SUNSILK

0.18

0.18

0.13

0.13

DIGITAL, CITIBANK CARDS DIGITAL 8

8

PHD

RED BULL, PHARM-ASIA CUEVEST, CLARK EDUCATION CITY, HOLCIM CEMENT

9=

9=

MEDIACOM

TOTAL PETROLEUM, MEGA FISHING,

0.53

ASIA BREWERY

0.03

9=

9=

OMD

GALINGCO

0.48

WRIGLEY

0.03

11=

9=

VIZEUM

AXA, POSH PROPERTIES

0.00

11=

9=

INITIATIVE

0.00

13

13

UNIVERSAL MCCANN

0.03

0.00 0.00 MERALCO

(0.42)

MEDIA AGENCIES MEC finished the year on top on the back of strong Wrigley and Pfizer Wyeth wins.

Maxus was placed second, securing Ajinomoto.

Carat and ZenithOptimedia made up the rest of the top four.

METHODOLOGY The R3 New Business League has been compiled each of the last 100 months using data supplied by 26 multinational agencies on a monthly basis to R3. In addtion, this data supplied is balanced against Client Estmates, NIELSEN ADEX, discounted to appropriate levels and then converted to a revenue estimate. R3 strives to be accurate in all reporting but welcomes comments and questions. Please write to greg@three.com or visit www.rthree.com for more information or to download a soft copy. R3 is the leading independent consultancy focused on tracking of agency performance, and marketing ROI for clients across the region.

January - February 2011

www.adobomagazine.com

126

PRIVATE VIEW

BIGGER PICTURE: GREAT BEGINNINGS

Bigger Picture / Cid Reyes

Great Beginnings

01

02

The only joy in the world is to begin.

- Blaise Pascal What a great month is January! Named after the Roman god Janus, which is Ianuarius in Latin. And what a great symbol, too - a door!

– Janus being the god of the doorway. The first month of January opens the door to the rest of the year.

Interestingly, Janus is depicted as two-faced, one looking forward, the other looking backward. (One can just ignore its other, negative, meaning: two-faced, hypocritical, deceitful).

01 Janus 02 The first McDonald’s restaurant in San Bernardino, California.

03 Facebook founder Mark Zuckerberg

www.adobomagazine.com

The month of January should inspire us to look at the beginnings of great movers and shakers, inventors, corporations, institutions, which have changed the way we live, having changed the world. From the corporate world, the arts and media, and entertainment, have come individuals whose lives and achievements bear witness to the impact, power, and significance of their beginnings. Many of these historic beginnings, chosen at random are familiar to most readers but are not diminished; indeed they continue to inspire us follow their examples, learning well the lessons that impelled them to take that first, momentous step.

The beginnings of all things are small.

- Cicero

January - February 2011

Did you know that, in the beginning, McDonalds, which was started by the McDonald brothers Dick and Mac, did not serve hamburgers, but hotdogs? It was in 1940 when they opened their first restaurant in San Bernardino, California. Most of the foods items they sold were barbequed! In 1953, the McDonald brothers started franchising their restaurant. The first to introduce the Golden Arch design was its second franchised restaurant. In 1954, a milkshakemixers salesman by the name of Ray Kroc acquired the franchise for outside California. In 1961, Kroc bought the business rights from the McDonald brothers for the sum of US$ 2.7 million. From thence, the restaurant has been “serving billions and billions” worldwide.

Paralleling the McDonald brothers in their business ingenuity (and story-interest) is the Philippines’ proudly own Jollibee, founded

by Tony Tan Caktiong and his family, which opened a Magnolia Ice cream parlor at Cubao in 1975. A management consultant hired by the family, Manuel C. Lumba, adviced that there is a much larger market in hamburgers than ice cream and sandwiches. The rest is history. Its mascot, a red bee in blazer and chef’s hat, has become the symbol of delicious and affordable Filipino meals.

Small opportunities are often the beginning of great enterprises.

- Demosthenes

Most everyone who has ever eaten at Max’s, the House that Fried Chicken Built has wondered who Max is. To make a long story short, here’s what the website narrates: “In 1945, after World War II, American troops that were stationed in Quezon City, became friends with Maximo Gimenez, who was a teacher that had graduated from Standford University.

A few came to his nearby house for a drink or two until they insisted that they pay for their drinks. Gimenez decided to open a café which served chicken steak, and drinks. He was joined by Mercedes, his wife, and Felipa, his sister-in-law. His niece Ruby managed the kitchen, joined by her husband Claro. Ruby’s fried chicken proved popular with G.I.s and soon they were joined by locals patronizing the establishment.”

Even then great restaurants were launched by Pop-and-Mom ventures and chefs.

As Dona Engracia Cruz-Reyes was, who founded the Aristocrat Restaurant way back in 1936. She started a small canteen which she named after Lapu-Lapu (very nationalistic!) which served native fare at a time when American cuisine was all the rage. Indeed, it was in an old American van, a Studebaker, which was used as the “rolling” canteen. The eatery was originally named after her eldest son Andres, who did not like his name being used to refer to her mother’s humble eatery.

Rebuffed, Aling Asiang was said to have

4TH INTERCONTINENTAL ADVERTISING CUP

retorted, “Then I will just name it after your aristocratic friends!”

up for in plainspoken curiosity robust humor, and above all, empathy.”

Whatever you do, or dream you can be, begin it.

Boldness has genius and power and magic in it.

- Goethe

Talk about a name being a brand and you get Martha Stewart, who, in the late Sixties started a catering business in her basement. Now she is chairwoman, president and CEO of a new company, named Martha Stewart Living Omnimedia, involved in various television, print and merchandising ventures. And it all started with stirring pots and casseroles.

So what’s in a name? Billions, apparently, especially if the names happen to be Oprah or Martha Stewart.

Oprah was not ever thus, but was actually “Oprah”, after a Biblical character from the Book of Ruth. Family and friends had difficulty pronouncing “Orpah” thus the name mutated to the now famous Oprah.

Her early life story is a tearjerker, but we won’t get into that now. Suffice it to quote Time magazine: “Few people would have bet on Oprah Winfrey’s swift rise to host of the most popular talk show on TV. In a field dominated by while males, she is a black female of ample bulk…. What she lacks in journalistic toughness, she makes

So who now remembers that, in 2004, she served five months in prison, convicted of securities fraud and obstruction of justice?

Take the first step in faith. You don’t have to see the whole staircase, just take the first step.

- Martin Luther King Jr.

GLOBAL NEWS

127

eyed and Facebooked? What is amazing is the youth of these investors: Larry Page and Serjay Brin meeting at Stanford, and collaborating on a search engine, working in a garage office. And there’s Mark Zuckerberg, at Harvard University, way back in 2004, conceiving of a way to keep in touch with friends over the internet.

The world has never been the same.

The beginning is the most important part of the work.

- Plato These are just a few of the great achievements of individuals and institutions driven by passion and ignited by creativity. And they all started when a dream took courage to begin. A good ending to a subject of beginning comes from Plato: “The beginning is the most important part of the work.”

03

Begin your dream!

And who these days, unless he has been living under a rock, has not been Google-

Cid Reyes is an artist, writer, art critic, publisher, and creative consultant.

He is also a veteran advertising executive and was given a Lifetime Achievement Award by the Creative Guild.

The 4th Intercontinental Advertising CUP goes to Istanbul

01

01 Celso Loducca

The crème de la crème from four continents will go head to head in Istanbul, Turkey for the Istanbul Intercontinental Advertising Cup, 4th CUP Awards and Summit on March 11 to 12, 2011. Shortlisted entries from the Asia Pacific ADFEST, Ibero-American FIAP, Art Directors’ Club of Europe ADC*E and New European GOLDEN DRUM will be presented and judged on their intercontinental merit.

The Istanbul Intercontinental Advertising Cup will be a summit of creative leaders from four corners of the

globe. ADFEST is sending three of its 2010 Jury Presidents as jurors to The CUP: -Ted Lim, Executive Creative Director/Deputy Chairman at Naga DDB Malaysia - Brett Mitchell, Director of Digital at Droga5 Australia - Ravi Deshpande, Chairman & Chief Creative Officer at Contract Advertising India

Celso Loducca, President of Loducca, Brazil will be the president of The CUP jury.

Loducca began his career in 1984 as a copywriter at

Standard (now Ogilvy). He also worked at Young & Rubicam, Talent and W/Brasil.

In 1995 he founded Lowe Loducca, with Frank Lowe, a partnership that lasted five years. He has won all the most important national and international awards, such as the Cannes Festival, New York, London, D&AD, FIAP, El Ojo de Iberoamérica, Prêmio Abril, Profissionais do Ano, Clube de Criação de S.Paulo, among others.

Loducca clients include Peugeot, Ambev, Red Bull, GVT/Vivendi, Bridgestone/

January - February 2011

Firestone, Leroy Merlin, among others.

A jury member in last year’s CUP Awards, Loducca complimented the 2010 jury’s work: “I never saw a jury with such actual commitment to find the best works, despite egos and nationalities. It was a pleasure spend, literally, four entire days judging and learning with these guys.” As president, he will lead the juding from March 7 to 10 in Istanbul. The winners will be announced at the Award Ceremony on March 12. www. thecupawards.com.

www.adobomagazine.com

128

PRIVATE VIEW

LOGIC & MAGIC: GETTING THINGS DONE

Logic & Magic / Bong Osorio

Getting things done Make things work by getting things done. You will surely shoot to the top this year and onwards.

It’s a brand new year and I’m pretty sure you have already planned on how things can be made better this year. The book Making it All Work: Winning at the Game of Work and the Business of Life authored by David Allen provides some helpful clues. It talks of selfmanagement, the key to which is in knowing how to handle your capacity to think, feel, understand, and reason out. It involves two major elements: the way you exercise control, and your ability to develop perspectives.

Control is defined as the facility to choose between two or more possible courses of action. Perspective, on the other hand, refers to your aptitude to determine which is the best among the available options.

Control and perspective are perceptibly interwoven and can be better understood using these examples. You are a victim if you have little control or perspective, and a micro manager if you have lots of control but with little perspective. And conversely, if you have lots of perspective but little control you are a visionary, and a commander if you have lots of perspective and lots of control. Allen underscores that there are advantages and disadvantages of each state, but he says it’s always better to aim for improvement on how you bring control and develop perspective in your life. If you are able to do that, assuming the commander role and attaining peak productivity will be easier.

www.adobomagazine.com

January - February 2011

Allen identifies five distinct areas where you can get more control over your situation. You have to capture, clarify, organize, reflect and engage.

1. Capture and document the things that you are struggling with. This includes the littlest task to the biggest project you need to deal with. Capture and jot down information you want to remember – your dreams, the things you want to do and your future plans.

In capturing, what is important is that you are able to transfer what crosses your mind onto paper. This clears your brain from the need to store and recall all the things, people, events, cues and details you need to recall. Keeping a journal will be helpful in storing all these as they may come handy later on.

you need them. Key here is knowing where your stuffs are and you are able to make them conveniently available if and when required.

The activity may be so basic but it reminds you never to loosen your grip or control on every thing.

4. Reflect to deflect failure. Reflecting is spending ample time to make sure things haven’t fallen by the wayside or through the cracks. It’s ensuring that you’re actually staying on track with your projects – big or small, and that your data storage and management hasn’t fallen apart. The reason why reflecting is important is pretty simple: the time lost when your system isn’t working is far greater than the time spent making sure everything is still working fine. This means you have to review, review and review – every step of the way.

2. Clarify and clean up your list. After the capturing process, go through each item and determine which entries in the list you have to act on immediately, and which ones you can phase in or put off. Do a priority list. As you do this, continue to write down other new ideas that come your way. And just like the earlier entries, you can just dump them and deal with them at the right time.

5. Engage both heart and mind. A key part of the engagement process is putting to heart the true core values of your life. Is your family really the center of your life, or do you value your career above all else? There is no easy answer to this question. It’s all up to you to supply the murmurs of your heart and the dictates of your mind.

3. Organize to have control. Organizing doesn’t mean you have to go through a complicated routine. In fact, it’s simply making sure you can find what you need to find when

Perspective helps you clearly distinguish the essential from the non-essential. By answering the following questions, five elements can facilitate the route to getting into the right

KIDLAT AWARDS 2010

perspective in any given situation, at any given time.

1. What is your next step? For example, if you’re sitting in your office ready to do something, do you know exactly what you are you going to do? Will you work on an assigned PowerPoint presentation or go on a relaxing activity with colleagues? The choice becomes much less clear very quickly, and that’s why it pays to have a higher level of perspective on how things should be.

2. What projects should you give immediate action? Projects are defined as collections of completely separated actions that produce an outcome and can be completed within a short period of time. For example, the repair of your car might be a project, as are attending your son’s basketball game or bonding with neighborhood “barkada.” Usually, the projects you have on your long to-do

list all require immediate action. But in truth, it really depends on the relative importance of the project. How you define the relative importance of the actions you have to take relies on your own “of the moment” perspective.

3. What facets of your life need to be protected? Two things come into play here – focus and responsibility. What are your areas of focus? And what distinct part of your list takes clear priority over the others? To many, it’s “family first.” To others, it’s work. To assist you in seeing the value of reflecting on this question carefully, understand your areas of responsibility in life and recognize how they rank and relate to one another. That way you are able to automatically to implement projects and tasks according to their importance or urgency.

4. What do you want to achieve with your life? Assess what you have

accomplished in the last 10 or 20 years of your life. Was it too much or too little?

Was it extraordinary or commonplace?

Are you going to make your mark in the world or will you just exit from your earthly existence sans the applause and admiration of a multitude of people. And as you have an honest self-evaluation, determine, on a parallel basis, the changes you want to make and the goals you want to accomplish.

5. What and how much else can you achieve? This is a paraphrase of the oftrepeated question – what do you want written in your epitaph? This begs for a definition of “beyond your life” goals, purpose and principles that will put you in a place where you actually want to be.

Make things work by getting things done.

You will surely shoot to the top this year and onwards. Have a great year!

LOCAL NEWS

129

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

A sampling of Fete de la WSK! “Fete de la WSK!” (Wasaque) is the rare homegrown festival that happens in uncommon haunts every year, this time for two weekends. Not to be confused with the Alliance Française initiative “Fete de la Musique,” “Fete de la WSK!” is organized by SABAW Media Art Kitchen and curated by Tengal Drilon. What “WSK” means is open to interpretation, but its program challenges ideas about electronic music performance and digital sound art.

Never has the line between cute and artsy been thinner than at the opening event at Parallax Studios in Makati City, where the hipster factor was difficult to deny and the charm of Parisbased Japanese singer Tujiko Noriko even more so. Malek Lopez and Kate Torralba represented the Philippines for the opening salvo; the festival’s resident artist Sebastien Szczyrk as Un Escargot Vide doodled on the screen, only to tear it all down in the end. As the projections on the white blocks faded into the night, the audience was drawn to a higher state.

On the closing night of Fete de la WSK, Juan Miguel Sobrepeña and Tad Ermitaño performed at the Victoria Court Hillcrest’s White House Suite, after which the Sipat Lawin Ensemble presented girls musing about their experiences with masturbation. Their musings were filmed from the bathroom and shown live on the in-room TV. The rousing confessions held the audience in rapt attention, only to be interrupted by the police banging on the room door. As the police man shouted for attention, there was confusion among the crowd – What’s going on?

Is this for real? Or part of the show?

It would turn out to be part of the act, but that would sink in much later and still trailed by disbelief.

01

Sipat Lawin, organized by graduates of the Philippine High School for the Arts two years ago, looks into alternative performance spaces. Their intimate platform was perfect for the closing night’s theme of voyeurism for “Fete de la WSK”, the festival for open minds.

January - February 2011

01 Kate Torralba and Tujiko Noriko

www.adobomagazine.com

130

REGIONAL CREATIVE SHOWCASE

COIN LANDSCAPES

Ad title: Budget Travel Guide “Coin Landscapes” (Print) /Advertiser: Penguin Books Singapore / Agency: DDB Singapore / Creative Team: Joji Jacob, Thomas Yang, Rowena Bhagchandani, Chew Peng

www.adobomagazine.com

January - February 2011

COIN LANDSCAPES

REGIONAL CREATIVE SHOWCASE

131

Ad Title: “Safety Pin“, “Chicken“, “Ice Cream“ (Print) Advertiser: Kadambini Agency: Ogilvy Gurgaon, India / Creative Directors: Jossy Raphael Shailender Mahajan / Art Director: Krishnapriya Dutta Gupta Copywriter: Anu Gulati / Illustrator: Krishnapriya Typographer: Krishnapriya dutta Gupta

January - February 2011

www.adobomagazine.com

132

REGIONAL CREATIVE SHOWCASE

GIN NO SARA

Ad title: Gin no Sara “Meeting” TVC / Advertiser: RESTAURANT EXPRESS Co.Ltd / Agency: Dentsu Tokyo Creative Director: Yuya Furukawa / Copywriter: Yuji Matsumura / Production: Dentsu Creative X Inc. / Director: Daisuke Izumi

www.adobomagazine.com

January - February 2011

BELLY LANGUAGE / THE COW IN A BUS

REGIONAL CREATIVE SHOWCASE

133

Ad Title: Counterpain “Punch”, “Jump” “Strike” (Print) / Advertiser: DKSH (Thailand) Limited / Agency: BBDO Bangkok Executive Creative Director: Subun Khow / Chief Creative Officer: Suthisak Sucharittanonta / Creative Director: Ariyawat Juntaratip Copywriter: Kongpope Siriwattanagarn / Art Director: Ariyawat Juntaratip

January - February 2011

www.adobomagazine.com

134

REGIONAL CREATIVE SHOWCASE

SAVE TEMENGOR FOREST

Ad title: “Save Temengor Forest” (Poster) / Advertiser: Malaysian Nature Society / Agency: Grey Kuala Lumpur, Malaysia / Group Executive Creative Director: David Sin / Art Director: Richard Chong / Copywriter: Nadia McDonald / Producer: Peter Soo / Illustrators: Jack Wong, Vince Low, Richard Chong

www.adobomagazine.com

January - February 2011

THAILAND’S GOT TALENT

REGIONAL CREATIVE SHOWCASE

135

Ad title: Fuji-Q Amusement Park “Slapping Bellies”, “Belly Language” TVC / Advertiser: FUJIKYU HIGHLAND CO., Ltd. / Agency: Dentsu Tokyo / Creative Director: Yasuji Katsuta / Copywriter: Hidetaka Nakamura, Masatoshi Kurita, Kazunori Kawagoshi / Art Director: Kazunori Kawagoshi / Agency Producer: Chiharu Takahashi / Production: Dentsu Creative X Inc. Director: Daisuke Shibata

Ad title: “The Cow in a Bus” (TVC) / Advertiser: Britannia Cakes Agency: Grey India / Creative Directors: Amit Akali & Malvika Mehra / Client Servicing Directors: Sumanth Cuppala, Amarendra Singh / Director: Shivendra Singh Dungarpur / Music: Amar Mangrulkar

January - February 2011

www.adobomagazine.com

136

REGIONAL CREATIVE SHOWCASE

ARE YOU OBSESSED WITH THE RIGHT THINGS?

Ad title: Health Awareness “Are you obsessed with the right things?” (Poster) / Advertiser: Breast Cancer Foundation Singapore Agency: DDB Singapore / Creative Team: Joji Jacob, Thomas Yang, Andrea Kuo, Khairul Mondzi, Ng Ling Kai, Andy Yang

www.adobomagazine.com

January - February 2011

ARE YOU OBSESSED WITH THE RIGHT THINGS?

REGIONAL CREATIVE SHOWCASE

137

Ad title: CP Sausage “Thailand’s Got Talent”, “One isn’t Enough” (TVC) / Advertiser: JJ Food Service / Agency: JEH United / Executive Creative Director: Jureeporn Thaidumrong, Weerachon Weeraworawit / Art Director: Kajnarong Inpornvichitr, Ekaroon Laowatanakul / Copywriter: Jureeporn Thaidumrong, Weerachon Weeraworawit, Thasorn Boonyanate, Suwit Ekudompong / Director: Thanonchai Sornsrivichai / Production House: Phenomena

January - February 2011

www.adobomagazine.com

138

MAD ABOUT

FILM VS. DIGITAL

Mad About

The Film Versus Digital Debate Words: Mia Marci

Hold your horses there, Digital. We get it: you’re faster, you’re edgy, less tape, less fuss. Leaping light years ahead in technology with cameras such as Red and Phantom, toys of the moment for hotshot directors. Essentially, what you see is what you get with digital, which is its main selling point. Thanks to digital, a production can be wrapped in less hours, post-prod included. But the simplicity of digital is also its drawback, and there are many more reasons why film remains in demand, and continues to be the standard.

There is a lot of talk at how digital makes things faster, but one point that is often glossed over - does it look real? You can test it by shooting a person’s face on digital, as opposed to shooting with a film camera. When was the last time faces looked “real” in a face commercial?

Or good hair looked real in a shampoo commercial? Digital boasts about being edgy, but perhaps it is simply been too edgy. Which is pretty much the argument for film. “If you want to shoot people, let’s just say film is so much kinder to people than digital is. It seems like you can light someone and make them look better without having to go in and fix everything immediately. I can’t imagine shooting a beauty campaign digitally, it doesn’t make sense.” says Florence Buchanan, a former Senior Creative Director at BBDO NY.

01

“The only time I require the use of film is with skin and hair.” says Cholo Laurel, filmmaker and TVC director.

The argument is in the black-and-white.

“You have a wider range with film and the black does not look as muddied, the whites don’t look as sunog (burned).”

“The organic feel of film is something digital can never replace.” says Ice Cruz, a colorist at Optima Digital Inc. “Film, is still, up to this very day, the best medium

02

www.adobomagazine.com

January - February 2011

FILM VS. DIGITAL

MAD ABOUT

139

01 “Lord of the Rings: Two Towers“ 02 Green Day “Boulevard of Broken Dreams“, music video 03 Puerto Rico Tourism 03

Effective film making requires a correct lens, and a story. Those [film and digital] are only formats. because of its wide latitude. Technically speaking. It can hold whites better and they’re not prone to blow out, while blacks can hold well despite low light.”

Director Sockie Fernandez seconds the motion, “Its latitude and range is superior to digital.” She also remembers meeting the limits of the digital range. “We did this TVC where it was a white object and a white background. The whites were slipping,” she says.

Director Samuel Bayer remains devoted to film’s latitude, even in the face of other more advanced technological options.

“You can blow something out a little bit on film; you can let the film negative get a little bit under- or over-exposed and there’s latitude. There was not that latitude on HD; it’s either right or wrong.”

One advantage that digital has is its efficiency, especially for television commercials. “I see the value of going digital if one has limited budget and needs to consume a lot of film like kids and food.” Fernandez adds. “Cheap is good until anything goes wrong. We’ve had digital disasters like a dropped pixel or someone stepping on the wires,”

cautions Ben Banker, Head of Digital Lab, Framestore. Word of warning when you shoot in one digital medium: there’s no way of undoing it. “I’ve found myself in transfers asking, ‘Why can’t I do this to it?’ and the colorist says, ‘Well, you shot in HD, this is what you get,’” says Tricia Lentini, producer from BBDO NY. Digital remains non-transferable, and film a timeless medium, best exemplified in the archiving process.

Digital has yet to find a way to successfully archive. “You’ve got to ask yourself whether that data tape drive will be around in three to five years,” says Baker. In the meantime, you can still watch the original reel of Thomas Edison’s first film, The Sneeze. The Digital Dilemma, a controversial study published

by The Academy of Motion Picture Arts and Sciences in 2007 reported the cost of archiving film for a year to be at US$1,059.00, as opposed to archiving a 4k digital master which costs around US$12,514.00.

Here is something that the layman might not know: the best way is to use both. Film is good for the medium,

with digital for post. When both work together it becomes more flexible.

Slumdog Millionaire used this method for the film, and it paid off with its critical success including an Academy Award for Cinematography. The Lord of the Rings trilogy is a similar success story, and it was shot using 35mm.

There should be no argument, but the danger is that digital and post-production companies tout themselves as the superior medium while putting film down in the process. There is even promotional material which saturates scenes to very grainy output then proceeds to blame it on the use of film or the camera.

Peter Jackson’s comment in a Newsweek article on the rise of 3D sets the tone for the industry’s love for the newest tools.

“The industry is in trouble, but it has nothing to do with technology, nor is technology going to necessarily be the savior,” he notes.

Digital is clearly efficient, but it has its limitations. A point of concern in the industry is that it has become so focused on what tools to use, rather the material it

January - February 2011

aims to shoot. “I am actually non-format.” says Laurel, “Effective film making requires a correct lens, and a story. Those [film and digital] are only formats.”

Laurel considers that the loyalty to film comes from nostalgia, being part of a generation that is used to seeing things in a certain way. It is an emotional connection that is difficult to shake off.

“I had two prints made of one photo yesterday, one print was digital. I was looking at both for hours trying to find the difference, and the film was still better. I can’t quite describe it. It’s the blacks, the texture...there’s much more character in film, digital feels too sharp, too new, it loses humanity.”

By all accounts, it is the look and feel of film’s humanity that is at the heart of it.

Film’s premium is in how it keeps visuals real, and it has so far stood the test of time.

www.adobomagazine.com

140

EVENTS CALENDAR

2011

Events Calendar ADC Annual Awards Competition

National Association of

Spikes Asia Advertising Festival

2011

Broadcasters Show

September 2011

DESIGN- January 21, 2011

Conference: April 9-14, 2011

Suntec, Singapore

PHOTOGRAPHY- January 21, 2011

Exhibits: April 11-14, 2011

www.spikes.asia

ILLUSTRATION- January 21, 2011

Las Vegas, Nevada

DESIGN SPHERE- January 21, 2011

www.nabshow.com

STUDENT- January 28, 2011

Philippine Creative Guild’s Kidlat

London

ADVERTISING- February 6, 2011

Awards

www.liaawards.com

HYBRID- February 6, 2011

May 1-4, 2011

www.adcawards.org

Boracay Island, Philippines

Philippine Ad Congress

www.creativeguildph.com

and Araw Awards November 2011

Student Ad Congress

www.arawawards.com

January 21-22, 2011

New York Festivals 2011

Rockwell Tent, Philippines

International Advertising Awards

4thstudentadcongress.webs.com

Final deadline is January 28th

IPA Effectiveness Awards

Main Event: May 6th, 2011 (friday)

November 2011

Clio Awards 2011

New York city

London

Entry Deadline: January 28, 2011

www.newyorkfestivals.com

www.ipaeffectivenessawards. co.uk

New York City www.clioawards.com

D&AD Awards Deadline for entries: January 31,

The Webby Awards

2011

Entry Deadline: January 28, 2011

Awards Night: May 2011

New York City

Student Awards entries: February

www.webbyawards.com

7 – March 11, 2011 London

adobo Football Cup

www.dandad.org

March 26, 2011 University of Makati Track Oval

The One Show

Tel +845 02 18

May 12, 2011

info@adobomagazine.com

New York City www.oneclub.org/os

adobo Happyland screening March 7, 2011

Advertising Marketing

Greenbelt 3, Cinema 1

Effectiveness Awards

Tel +845 02 18

May 13, 2011

info@adoboamagzine.com

New York City www.ameawards.com

TBWA-Semi-Permanent

www.adobomagazine.com

London International Awards November 2011

INTERACTIVE- January 28, 2011

Conference

Asian Marketing Effectiveness

March 11-12, 2011

Festival

Hong Kong Convention and

May 13, 2011

Exhibition Center

Pudong, Shanghai

www.semipermanent.com

www.ame.asia

Asia Pacific ADFEST 2011

One Show Interactive

Phuket, Thailand

May 13, 2011

March 17-19, 2011

New York City

www.adfest.com

www.oneclub.org

International ANDY Awards -

Tambuli Conference and Awards

Student Competition

Entry deadline: March 31, 2011

New York City

June 8-9, 2011

Deadline for Entries: January 7

University of Asia and the Pacific,

Main Event: March 24, 2011

Manila

www.andyawards.com

www.tambuliawards.com

The John Caples International

Cannes Lions International

Awards

Advertising Festival

March 24, 2011

Cannes, France

New York City

June 19-25, 2011

www.caples.org

www.canneslions.com

January - February 2011