Tambuli Awards Souvenir Program 2014 by Jimmy Hilario

UA&P Asia-Pacific

Tambuli Awards 2014 Social Good Marketing that Delivers Results

Organized by:

UA&P Asia-Pacific

Tambuli Awards 2014

Contents 4

Special Awards

Social Good Categories

The tambuli is a native Filipino horn used to transmit sound to distant places. It stands for authentic effectiveness and marketing communicators that build far-reaching values for their organization, markets and stakeholders, and the social good. The Asia-Pacific Tambuli Awards. Brands that celebrate humanity. Brands that inspire purpose. Brands that deliver results.

19 Category President and Plenary Jury:

Advocacy

Executive Jury

11 Category President and Plenary Jury:

21 Category President and Plenary Jury: Insights and Strategic Thinking

23 Category President and Plenary Jury: Innovative and Integrated Media

Established Brand

13 Category President and Plenary Jury:

Fashion Brand, Integrated Pr-Led Program, Integrated Outdoor-Led Program

15 Category President and Plenary Jury: Creative Effectiveness, Integrated Branded Content and Entertainment

25 Category President and Plenary Jury: Digital-Led, Social-Led and Mobile-Led

27 Asia-Pacific Tambuli Chief Marketing Communications Officer of the Year

29 2014 Winners

17 Category President and Plenary Jury: Family-Oriented Brand, Integrated Promo and Activation-Led Program

SPECIAL AWARDS*

Carmencita Esteban Platinum Award Highest distinction given in this competition. The winner of this award is chosen from among the Grand Prix Winners.

Effectiveness Creative Agency of the Year Finalists:

Leo Burnett Manila Lowe Lintas & Partners India McCann Worldgroup Philippines, Inc.

Effectiveness Advertiser of the Year Finalists:

Golden Arches Development Corporation (McDonaldâ&#x20AC;&#x2122;s Phils.) Unilever India Unilever Philippines

*For a complete list of winners, visit www.tambuliawards.asia.

Asia-Pacific TAMBULI Chief Marketing Communications Officer of the Year (CMCO) Awarded to the Chief Marketing Communications Officer who has demonstrated leadership in achieving marketing excellence and profitability for the organization, and promoting social good through marketing communications. The CMCO is chosen by the Tambuli Awards Advisory Board.

SOCIAL GOOD CATEGORIES Advocacy Integrated advocacy campaigns that promote social good.

Creative Effectiveness Integrated campaigns that best demonstrate the link between creativity in depicting social good and marketplace effectiveness.

Established Brand Integrated campaigns promoting products or services in the established brand category.

Family-Oriented Brand Integrated campaigns that support and strengthen the family (e.g., promotion of marriage and fidelity, promotion of a culture of life, love for elders and children, mutual respect, and sharing).

Fashion Brand Integrated campaigns that promote clothing and accessories, including shoes and perfumes, while espousing values such as propriety, modesty, good taste and elegance.

Innovative and Integrated Media Integrated campaigns that have innovatively used multiple forms of media that are relevant to the target audience and that generate dramatic business results.

Insights and Strategic Thinking Integrated campaigns that show a deep understanding of human motivations, needs, desires, behavior, and brand experiences translated into a powerful strategic brand communication program, leading to dramatic business results.

Integrated Branded Content and Entertainment Effective integration and use of branding in the creation of fictional or non-fictional programs, series or films, including usergenerated content, and so on.

Integrated Digital-Led Program

Integrated Promo and Activation-Led Program

Effective use of digital media within an integrated program, to achieve business results that no other media could deliver. Digital includes elements such as websites and microsites, online advertising, viral videos, viral and e-mail marketing, interactive tools, games, social media, and so on.

Promo and activation-led campaigns using event and field marketing, merchandising, and in-store marketing, shopper marketing, product launches, and so on.

Integrated Mobile-Led Program Effective use of mobile media within an integrated program, to achieve business results that no other media could deliver. Mobile includes mobile applications, downloadable tools, messaging campaigns, SMS, MMS, mobile games, among others.

Integrated Outdoor-Led Program Effective use of outdoor led campaigns such as billboards, street furniture, posters, point of purchase, ambient, transit, digital outdoor, stunts and live advertising, and so on.

Integrated PR-Led Program PR-led programs including elements such as media relations, press release, corporate reputation, public affairs, and so on.

Integrated Social-Led Program Effective use of social media platforms within an integrated program, to achieve business objectives and results that no other media could deliver.

Small Budget Brand Effective integrated campaigns promoting products or services in the small-budget business category.

Teens Brand Integrated campaigns that promote character formation of the youth, fostering moral uprightness among them.

Integrated Regional Brand Development Most effective implementation of an integrated campaign idea in at least three countries across Asia-Pacific. 7

EXECUTIVE JURY John Miller has been the Chairman and Chief Executive Officer of Nestlé Philippines since 2009. Before this, he was Chairman and CEO of Nestlé Indochina, a post he assumed in January 2008 after holding the position of Managing Director of Nestlé Singapore Pte. Ltd., his first assignment in Nestlé. John joined Nestlé in August 2006, after serving as Senior Vice President for Danone’s Biscuit business in the Asia Pacific region, also based in Singapore. While in Danone, he was a member of the Asia Pacific Management Committee and sat on the boards of Britannia Industries Ltd. in India and Continental Biscuits Ltd in Pakistan.

Overall Jury President

John Miller

Chairman and CEO Nestle Philippines, Inc.

As Overall Jury President, John will also head this year’s Executive Jury, which will convene to decide on the winners of the top awards. According to Mr. Miller, “the Tambuli Awards are uniquely important. In the rapidly changing world of communication, they are a reminder that there are certain things which are immutable, namely the power of truly great ideas to create value for both business and society.”

Charles Cadell

Javier Calero

President McCann Worldgroup Asia-Pacific

Chairman Tambuli Awards Advisory Board

Rohit Jawa

Merlee Jayme

Chairman and CEO Unilever Philippines

Malcolm Hanlon

Chief Operating Officer ZenithOptimedia Asia Pacific

Chairman and Chief Creative Officer DM9JaymeSyfu

Masaru Kitakaze

Dick van Motman

Tay Guan Hin

John Zeigler

Executive Creative Director Hakuhodo Japan

Southeast Asia Creative Director, JWT Global Executive Creative Director, Lux

Chairman and CEO Dentsu Aegis Network/ Southeast Asia

Chairman and CEO DDB Group Asia Pacific, India and Japan

Sandy PrietoRomualdez

President and CEO Philippine Daily Inquirer, Inc.

CATEGORY PRESIDENT: Established Brand

A staunch advocate of marketing effectiveness, John Zeigler launched the world’s first integrated agency in 1986, making him the most experienced integrated marketer at a time when everyone was taking the singleminded approach to communications. 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 in all them, clients need to be involved.

John Zeigler

Chairman and CEO, DDB Group Asia Pacific, India and Japan

As the leading voice, Chairman and CEO of DDB Group Asia Pacific, India and Japan, John’s responsibilities span 26 agencies in 14 countries, and more than 3,200 employees. John was honored as 2013 Global Marketer of the Year by the Academy of Marketing Science along with the Brand Leadership Award at the CMO Asia Awards. In 2010 and 2012, under his watch, DDB Group Asia Pacific was awarded Campaign’s Creative Network of the Year; he was also named Campaign’s Agency Head of the Year in 2010. To further affirm DDB Group Asia Pacific’s creative prowess, it has also been crowned Spikes Asia Network of the year in 2010 and 2011, as well as AdFest Network of the Year for 2011 and 2012. 11

PLENARY JURY

Raymond Arrastia

Pauline Fermin

Kok Keong Chow

Vikas Mehta

Managing Director Leo Burnett Manila

Creative Director Dentsu Utama Malaysia

Managing Director Acumen Strategic Consulting, Inc.

Chief Marketing Officer Lowe Lintas and Partners India

Angel Guerrero

President and Editor-in Chief Adobo Magazine

CATEGORY PRESIDENT:

Fashion Brand, Integrated Pr-Led Program, Integrated Outdoor-Led Program

Charles Cadell

Charles Cadell is the President of McCann Worldgroup Asia Pacific, overseeing a region with some of the fastestgrowing markets in the world, a region Charles is familiar with, having worked in Asia Pacific for the last 20 years. Prior to joining McCann in 2011, Charles was chief executive officer of Lowe Lintas India, where he ran a three-agency, nine-office operation of more than 900 people, making him one of the few foreign CEO’s in the history of the Indian advertising industry. Before moving to India, Charles was president of Arc Worldwide Asia Pacific where he established the marketing service discipline for Leo Burnett. Charles has held various management positions at Leo Burnett, working out of Hong Kong, Shanghai, Thailand, Malaysia and IndoChina.

President, McCann Worldgroup Asia-Pacific

PLENARY JURY

Blen Fernando

Kenneth Lingan

Siscu Molina

Margot Torres

Vice President for Marketing Alaska Milk Corporation

Chief Creative Officer Tiempo BBDO Spain

Regional Category VicePresident for Deodorants, Southeast Asia, Australia and New Zealand Unilever

Senior Vice President for Marketing McDonaldâ&#x20AC;&#x2122;s Philippines

Ying Miller Consultant Brand Learning, UK

CATEGORY PRESIDENT:

Creative Effectiveness, Integrated Branded Content and Entertainment As a student, Guan was called into the principal’s office several times because he drew comic characters all over his textbooks. His teacher persuaded his parents, both doctors, to allow Guan to abandon their dream of medical school and pursue his real passion. That turn of events sparked a successful career. Right after graduation from the Art Center College of Design in Pasadena, he won the Best of Show in the LA Creative Student Competition. This win helped him land a job in Kresser/Craig, one of the most successful independent West Coast agencies.

Tay Guan Hin

Southeast Asia Creative Director for JWT and Global Executive Creative Director for Lux

Guan later returned to Singapore and worked in several creative hot shops, including Saatchi and Saatchi, Leo Burnett, and Grey Worldwide. In 2005, he joined JWT as Regional Executive Creative Director (ECD) of SEA and was later promoted and given the additional role of Global ECD of Unilever’s Lux. In 2012, Guan’s team brought home numerous awards for their work on Lux, including a Grand Prix in radio from Spikes. Guan is not new to jury work. In 2010, he became the first Singaporean to serve as a Cannes Outdoor jury president, the first Asian to serve as a D&AD jury foreman in the poster category, and the second Asian to ever chair a CLIO jury for print, poster, innovative media, and integrated campaigns.

PLENARY JURY

Andy Fackrell

Heok Seong Ng

John Mescall

Raoul Panes

Norman Tan

Patrick Tom

Regional Creative Director DDB Group Asia-Pacific

Chief Creative Officer Leo Burnett Manila

Executive Creative Director Dentsu Singapore Pte. Ltd.

Vice Chairman, Chief Creative Officer Lowe China

Executive Creative Director McCann Worldgroup Melbourne

Executive Creative Director TBWA\Shanghai

CATEGORY PRESIDENT:

Family-Oriented Brand, Integrated Promo and Activation-Led Program Merlee was the first Filipino to be awarded The Creative of the Year for Southeast Asia 2013 in Campaign Asia Pacific’s Agency of the Year Awards 2013. She is currently DM9 Jayme Syfu’s “Chairmom” and Chief Creative Officer. Before this, she was the Executive Creative Director of BBDO Guerrero and the Vice President/ Executive Creative Director of Ace Saatchi & Saatchi.

Merlee Jayme Chairman and Chief Creative Officer, DM9 Jayme Syfu

Since starting her small shop 8 years ago, DM9 Jayme Syfu, an affiliate of DDB Worldwide, has been ranked the Philippines’ no. 1 in the 2010 Campaign Brief Asia Ranking and awarded the very first Campaign Asia Pacific’s Creative Agency of the Year for the Philippines 2012 and 2013 in Singapore. Aside from the impressive number of metals from local and international Awards in the past years, the agency has been blessed with the following in 2013: the Philippines’ very first Cannes Lion Grand Prix for Mobile, Grand Prix for Mobile Ad Stars Korea, Grand Prix of the Year Ad Stars Korea, the Philippines’ first Grand Prix for Mobile, the Philippines’ first Grand Prix for Direct in Spikes Asia, 2 Golds in LIAA, 2 Golds in The Digital Asia Festival Awards, and Silver in Epica Awards. She also received two major citations in 2009: The Hall of Fame Award from the Creative Guild of the Philippines and New York Festivals Creative Achievement Award. 17

PLENARY JURY

Mio Chongson Chief Operating Officer Ace Saatchi & Saatchi Manila

Pam Takai

Southeast Asia Group Marketing Director Mondelez International

Nonna Na単agas

President Dentsu Philippines Inc.

March Ventosa

Head of Narrowcast Group ABS-CBN Broadcasting Corporation

Jaime Puno

Executive Vice-President RMN Network

CATEGORY PRESIDENT: Advocacy

As head of Hakuhodo’s digital business, Kitakaze has won countless Japanese advertising awards. In the digital field, he has been the recipient of numerous international and local advertising awards and has been invited to participate in various award juries.

Masaru Kitakaze

His “Loser,” “World’s Worst War” and “Desperate Entrance Exam” campaigns for Tohato Inc.’s super spicy Tyrant Habanero snack are particularly well known. In 2012, he received Gold at Cannes Lions in the Cyber, Film and Design categories for “All is Not Lost” for Google Chrome, contributing to Hakuhodo’s being named the Most Awarded Agency in Digital in the World 2012 by the Gunn Report, a first for a Japanese agency. Although his work is focused on digital, Kitakaze’s pastimes are wholly analog, including Japanese calligraphy, oil painting, and pottery.

Executive Creative Director, Hakuhodo Japan

PLENARY JURY

Chiqui Lara President Y&R Philippines

Leigh Reyes President and Chief Creative Officer Lowe Philippines

Nisa Mujjalintrakool Creative Director Dentsu Thailand

Matec Villanueva Chairman and Chief Executive Officer Publicis Manila

JR Ramos

Joint Chief Executive Officer Publicis JimenezBasic

Andrew Woodhead

Creative Director Leo Burnett Melbourne Australia

CATEGORY PRESIDENT:

Insights and Strategic Thinking Prior to being a Chairman of Uniliver, Rohit held six C-level roles, which include senior VP of marketing operations for Asia, Africa, Central & Eastern Europe; regional category VP for Asia & Global; and brand VP at Unilever Asia. He reported to the Chief Operating Officer and was a member of the Global Markets Executive, which manages the P&L for the global business. He also served on the Global Marketing Functional Leadership team for Unilever. In his current role, he is accountable for landing the global strategic agenda into geographic clusters, integrating category/cluster plans, and supporting the dynamic tradeoffs of marketing resources.

Rohit Jawa

Chairman and CEO, Unilever Philippines and Senior Vice President, Global Marketing Operations, Unilever

Rohit has over 25 years of experience with Unilever across the diverse functions of country local operations, regional category marketing and country customer development. He joined directly from campus as a management trainee in Hindustan Unilever Limited and has since worked on most emerging markets with Unilever. He has been based across several countries in Asiaâ&#x20AC;&#x201D;India, Vietnam, Thailand and Singapore.

PLENARY JURY

Jitender Dabas Executive Vice President and Head of Strategic Planning McCann India

Richard McCabe

Regional Strategic Planning Director McCann Worldgroup Asia Pacific 22

Allan FraserRush

Global Planning Director Lowe & Partners Singapore

Mark Pollard Vice President, Brand Strategy Big Spaceship, New York, USA

Joji Jacob

Chief Creative Officer DDB Group Singapore

CATEGORY PRESIDENT:

Innovative and Integrated Media Dick joined Dentsu Network Asia in 2012 as the first nonJapanese head of the Region helping in the transformation journey toward building the first Global Communications Group born out of Asia. His previous experience in building and transforming operations in various countries and in various capacities throughout the region over the last 20 years gave him an ideal platform to build from. Following the acquisition of Aegis Media by Dentsu Inc., Dick was asked to lead the Southeast Asia operations for the newly formed Dentsu Aegis Network, a purposely different network, built for the Digital age. In this capacity he heads both the former Dentsu and Aegis assets, comprising 35 operations, and more than 1700 people across our brands like Carat, Isobar, Pscope, Vizeum, Dentsu, and iProspect, in SEA.

Dick van Motman

Chairman and CEO, Dentsu Aegis Network/ Southeast Asia

Dick has been in the advertising industry for more than 25 years. He learned the ropes at Ogilvy & Mather, moved to D’Arcy, working for 12 years in multiple roles ranging from international account to office management. He then joined Leo Burnett for a year, focusing on integration of people and client assets after the acquisition of BCom3. Prior to joining Dentsu Aegis Network, Dick spent 9 years at DDB Worldwide, leading the business in the Greater China Group; DDB Worldwide went on to become the Campaign Creative Agency of the Year in 2010, Campaign Digital Agency of the Year, and the Adage A-list Agency of the Year. This went hand in hand with a top 5 Effectiveness ranking in 2012. On the back of this, Dick became the first foreigner to be awarded ‘Most Outstanding Advertising Person’ by China Advertising and CCTV (China Central Television). 23

PLENARY JURY

Nic Gabunada Chief Executive Officer Omnicom Media Group Philippines

Christopher Orcutt

Head of Planning, Engagement and Insights McCann Worldgroup Thailand 24

Timmy Jayme Chief Operating Officer DDB Group Philippines

Jos Ortega Chairman and Chief Executive Officer Havas Media Ortega

Lizelle Maralag

President and Chief Operating Officer GMA Marketing and Productions, Inc.

CATEGORY PRESIDENT:

Digital-Led, Social-Led and Mobile-Led

A member of the international media community for many years, Malcolm has enjoyed a multifaceted career in both creative and media agencies in Australia, Asia, and the UK. He began his career at George Patterson in Australia. After a few years he became one of the youngest employees sent abroad as part of the Asian expansion team in the early 1990â&#x20AC;&#x2122;s. After positions in both Bates and Saatchi in Indonesia and Singapore, Malcolm was then asked to help launch the Zenith Media brand in Asia in 1996. Since then he has risen up the ranks serving stints as Managing Director of ZenithOptimedia International in London and then CEO of Zenith China. He was promoted to Chief Operating Officer of ZenithOpimedia Asia Pacific and moved to Singapore in 2010.

Malcolm Hanlon

Chief Operating Officer, ZenithOptimedia Asia Pacific

Throughout his career, Malcolm and his teams have been recipients of multiple awards including consecutive Agency of the Year from Media & Marketing Europe. Under his leadership as CEO, Zenith China won an award as 2009 R3 and China Advertising Association Agency of the Year, and, at the same time, received the coveted Recma A+ ranking. His work for clients such as HSBC, Lexus and HP has earned them all Gold Media Lions at Cannes. In 2009 Malcolm was named as an Agency Innovator by the Internationalist Magazine. During 25 years in the industry, he has partnered with many of the worldâ&#x20AC;&#x2122;s leading brands to drive ideas-led media, marketing, advertising, and digital solutions that deliver business building results. 25

PLENARY JURY

Manny Fernando

Managing Director MRM Worldwide

Hans RoxasChua

Chief Executive Officer eLearning Edge/BlueBlade Technologies

Donald Lim

Chief Digital Officer ABS-CBN Broadcasting Corporation

Darren Spiller

Executive Creative Director DDB Melbourne Australia

Elly Puyat

Chief Executive Officer Ogilvy & Mather Philippines

Asia-Pacific Tambuli Chief Marketing Communications Officer of the Year CHLOE ALSOP

Metro Trains | Melbourne, Australia - Nominated as number 1 marketer in Ad Age’s top 40 marketers, under 40 - Received the most number of awards for one campaign in Cannes Lions Festival history When you play by your own rules, you’re more likely to win. In the case of Metro Trains Marketing Manager Chloe Alsop, in breaking every safety advertising convention, she has completely changed the game for PSA advertisers globally. As the driving marketing force behind the epic Dumb Ways to Die, Chloe’s work has effectively made Earth a safer place to live. The catchy little earworm that she worked tirelessly to bring to life is now the most viral PSA of all time with over 75 million views on YouTube. The game her team commissioned has been downloaded over 35 million times and went to number 1 in 18 countries without spending a cent on promotion. In every country on the planet, Dumb Ways to Die has reached out and captured the hearts and minds of local kids generating unprecedented engagement for a safety message of any kind. So what did she do differently? Firstly, she knew what she didn’t want. She didn’t want a campaign that scared people. Not because it didn’t personally appeal, but because she knew that in order for her campaign to work, she needed to turn a message that people needed to hear into a message she wanted to hear. Secondly, she gave her team space, time and trust and made sure she found the right people for the job. Chloe doesn’t believe in micromanagement. She chooses great people to work with and treats them like professionals; and they work hard for her as a result. Says Ben Lilley, McCann Worldgroup Australia CEO, “Many like to hold Chloe up as a poster girl for brave marketing. The truth is, Chloe is a very smart, astute and emotionally intelligent marketer who understands the creative process, that which makes her target market tick and how to manage important projects through imposing bureaucracies. She’s not a normal client because she doesn’t follow the normal rules of engagement. She’s collaborative and intuitive. We’re part of her team and she’s part of ours. She has our respect and our loyalty.” Marketing rules should be broken. As Chloe says “As marketers, when we follow marketing convention, we immediately undermine our potential to succeed.” It’s not normal for a marketer to promote safety through black humour, to launch a song on iTunes, or to show their product killing their customers, but for Chloe, they were just rules waiting to be broken.

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