AUG-SEP 2014
Rocky Cudiamat Photographed by: Ralph Mendoza Styled by: Sam Potenciano
U P ’ S B E S T K E P T S E C R E T S, A C E O ’ S PA S T L I F E N I G E L PA R A S, R O C K Y C U D I A M AT, T H E B E S T B U R G E R I N T O W N
CONTENTS 07 Jos O r t e g a : A n Int r o d u ct i o n t o the F u n d a m e n ta ls o f Wi n n i n g
16 Hush Hush: UP D il i m an ’s B e s t Ke p t S e c r e t s
20 Burger Company : T h e W h o l e Shebang
M A S T H E A D,
Pai g e Vi ce nt e
@ anemptypaige
CO N T R I B U TO R S
Vice President for Publicity and Communications, UP JMA
Ryann L i m Chairperson for Publicity and @ RyannLim
Ce d r i c S. Reye s
@ cedritoreyes
M ar i an Panop i o
@MarianDaMartian
A nne Yap
@ anne27yap
Kari nna Eng r aci a @ karinnaengracia
M i k k a Mal onz o @ mikkamalonz o
Communications, UP JMA
Editor-in-chief Marketing Officer Editorial Assistant Editorial Assistant Art Director
CONTRIBUTO RS
Dudo Ancheta
Ralph Mendoza
Sam Potenciano
Alex Ong
Photographer Jos Ortega, Burger Company
Photographer Main Feature
Stylist Main Feature
Writer Burger Company
www.ralphmendoza.com Twitter/Instagram: @ralphmendo
www.sampotenciano.tumblr.com Twitter: @ofsaltandsea
Twitter: @LikeAJI6
Twitter: @DUDOhustle Instagram: @dudoancheta
Instagram: @sampotenciano
Th e Ligh t n in g Lumin e is produced by Team Press under the University of th e P h ilip p in e s Junior Marketing Association (UP J MA) Contact us at teampress@ upjma.com Fo r a d vertising, contact: corporaterelations@ upjm a .com Facebook: of f icialUPJMA Twitter : @ UP_J MA D igit a l edition available on: www.issuu.com/team p re ss
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There are different ways to wrap one’s head around the word incognito. To some, it’s the stuff of spy movies, of utility belts and ducking under security lasers. To others, the camouflage of military service. And to most, it’s the browser setting for porn. In the context of the magazine you’re holding now, incognito refers to secrets, what the New Oxford American dictionary defines as “something that is kept or meant to be kept unknown or unseen by others.” What follows is an earnest attempt to investigate secrets in their many forms; ones that I personally couldn’t have imagined if I tried, and a few that have been under my nose the entire time.
NOT FOR PUBLICATION. Secrets have always been a curiosity to me. It’s one thing to want to be in one, to know, for example, how a college dropout became the CEO of a top ad agency (page 9). It’s another to speculate the concept’s arbitrary nature – when something is acknowledged as a secret, how “unknown” can it really be? And when a person, a place, or a university tries to keep something under wraps, how long before the secret peppers the words of a writer, or materializes in the lens of a photographer (page 12).
In a way, none of what’s in the following pages can any longer be called a secret, seeing as we’ve discovered, unearthed, and laid them out on glossy paper. But I hope sincerely that they are able to hold the same intrigue to you as they have to me. For believing in my fascination with secrets, Mikka, Marian, Anne, Karinna, the incredibro Ralph Mendoza and his incredibly talented partner Sam Potenciano, the inspiring Jos Ortega and Ms. Shirley, Nigel, Rocky, Paola, Ryann, Paige, and Bea: thank you. And to you, for picking up the debut issue of UP JMA’s Lightning Lumine. In a way, all things start off the same – a secret.
CEDRIC S. REYES Editor-In-Chief
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JOS ORTEGA WORDS BY: CEDRIC S. REYES PHOTOGRA PHY BY DUDO ANCHETA
At first glance, it’s easy to mistake Jos Ortega for your standard bank executive. A man of imposing stature; he is eloquent in expression and squeaky clean in dress. He has the posture and booming laugh of a retired athlete. Immediately, his amiable character makes itself apparent. He writes down my and our photographer’s names as we say them, shakes his head at the fall of Spain from the world cup, and pockets his hands as he tours us around his office.
You can look at him, shake his hand, and try to guess his story. The genial all-star I.S. kid who strode confidently into university, passing with flying colors and leading a few organizations on his way out, before he graduated something cum laude and eventually settled at a local bank, where he climbed up the ranks of the rigorous dog-eat-dog world. And you wouldn’t be half wrong. Except he doesn’t work at a bank, and, oh, he didn’t L I G H T N I N G
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graduate either. This is Jos Ortega, chief executive officer of Havas Media Ortega. His taste in shoes is way too good to be a bank man’s. I got the chance to visit the office of one of the Philippines’ top media and advertising agencies to talk to their CEO about John F. Kennedy, his time in U.P., and the burden of secrecy. Cedric: You’ve been called an industry heavyweight and a leader in the Philippine advertising scene. Aside from bigshot ad man and CEO of Havas Media Ortega, who exactly is Mr. Jos Ortega? Jos: Right now, I’m just a guy who’s doing what he likes and doing what is good for the company and the industry. That’s why I’m enjoying my play right now. I’m at one of the best stages of any other time in my life, or any time in my career. Cedric: Could you describe a day in your life? Jos: I can’t describe a day in my life, because it’s never the same. But basically, my personal rule every day is to provide an environment that will allow people to be able to collaborate, to invent things, to innovate, to play in an environment of collaboration. Cedric: Cool. So for the next part of the interview, we’re going to ask a little bit about your time in UP. Who would you say were your role models back then? Jos: I don’t know. I guess the heroes I had then were the same as those I have today. My dad and mom. Ultimately, I think you go back to your values, the ones your parents taught you. Cedric: So who would you say your heroes are today?
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“I’M STILL, DESPITE BEING A NON-GRADUATE, THE NERDIEST.”
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Jos: I like people who’ve been visionaries. John F. Kennedy keeps coming up in a lot of my readings. He’s someone that I admire. I think he had a clear vision of what he wanted, and unfortunately he got shot. Cedric: Because not everyone agreed with his vision. Jos: No, I actually think he was able to sell his vision. And everybody kind of embraced that vision. He was able to demonstrate a physical manifestation of his vision, and where America could live. He said, “We’re going to have a man on the moon before the end of this decade,” which he did. To me, it’s like, having a man on the moon is such a silly idea. Why would you need a man on the moon? Diba? But he sold that idea, and he used that idea to get people united. I really just love the way he had a clear vision for himself and was able to communicate it effectively and got people involved. He had a saying that went something like, “It’s not what your country can do for you, but what you can do for your country.” For someone to actually do that, to me, is very inspiring. So, yeah, he keeps coming up in my readings, but I wouldn’t say he’s my hero. He’s more of an inspiration. I have people that I follow. I’m a late bloomer, not a digital native, so I have to learn the business. The people I follow are Seth Godin, because he’s an agent of change. He looks at change and in a very practical way. Another inspiration, in terms of how he does things, and the way he thinks. Cedric: Okay, so going back to your university years, what would you say were your least favorite subjects when you were in UP? Jos: Okay, first off, I didn’t graduate. You know that right? Cedric: Yup. Jos: Okay, so that’s not a shock. Asking me
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my least favorite subject is like asking me what my favorite subject was, my answer to both of which is, I don’t know. I didn’t go to class enough to pick out favorites. Laughs. But I encourage, officially, everybody to study and to finish their education! I guess, life. Life was my favorite subject. And UP JMA. UP JMA was my favorite subject. Cedric: How do you think your experiences in your organizations helped you when you came into the real world? Jos: I think orgs are like the school of hard knocks. You take things as it is, and you realize that things will not always happen the way you want them to happen. I think if there’s anything I’ve learned in UP. It’s probably about leadership in JMA. It allowed for the opportunity to just lead, and to try new things and experiment. It’s not just about leadership but it’s about invention
and innovation, and play and having fun. Those are the values that are coming back to me on a 360 basis. Like, hey it’s back, and I’m having fun, and I’m realizing that this is what I was doing in JMA. Cedric: Is there anything that you wish you’d done differently back when you were in the university? Jos: I wish I had a better balance in academics and organizational work as I was in high school. I wish I were as studious as I was back then. I had a very nice school balance. I was a nerd for that matter, of course. I wasn’t only a nerd but also a jock, so that was pretty cool. Then, when I got in UP, I just like, totally lost it. Laughs
ing. I carried that for about five years, since nobody asked me. In my resume I never really put where I studied, I’d be like, “Here’s what I did.” Laughs. But as I said, now, I think I’m in a stage already where I’m okay. I’m comfortable with it, and I don’t have to pretend or hide, or posture. So, that would probably be the only secret except for a few girlfriends, and maybe a few drunken moments. Cedric: JMAers recognize you as the man who succeeded without doing the conventional route. (Do well in class, graduate and get a degree and you’ll be fine). You’ve proven that it’s not necessary route. So the question is – J: Do I recommend it? No.
Cedric: What’s a secret you had in college that you no longer keep now?
C: If you don’t recommend it, then what do you think is your secret to success?
Jos: In college? Wow, I don’t know. None. The only secret I carried for quite a while was my not graduat-
J: Okay, first, I’ve got to put everything in perspective. I don’t think it’s something that’s easily replicated,
and I think it happened because it happened. I was a survivor, and I survived by doing things differently, and being brave enough to try new things. My case is definitely an anomaly. I’m sure there are several dropouts who don’t have the same story. The key thing that happened to me was that I knew that I didn’t finish school. I knew I didn’t take up marketing. I was president of JMA, but I was an economics student. I had one marketing class. One advertising class. I didn’t even know that I liked it, just that I liked JMA, and doing what I thought was marketing. And then when I got out, I was like, “Oh shit, this is what I was learning pala.” Laughs. I got the practical side, first, and then the theories. I didn’t get the theories first and then try to apply them, because I was screwed up. Laughs. When I got out of school and got the job, I realized that what you study in school is not necessarily what will bring
you to where you are. To me it’s more of a qualifier. You need it to qualify lang. You may learn a thing or two that you can apply, but a lot of it has to do with attitude, aptitude. It’s a different test. It’s about personality, character, and yes, it’s about knowledge. I guess I knew that I was smart, I just didn’t do my homework. I just didn’t read. I onl started reading when I got out of school. I invested in business books. As of about five years ago, I can arguably say that I may have invested on a personal level, the biggest amount in peso value, on business books in the Philippines. Arguably. Outside of an academic institution. I would just nerd it out. So I think that’s where I could say that the secret to success lies in the fact that I’m still, despite being a non-graduate, the nerdiest. I still hit the books and I think that it’s a bigger investment because compared to UP education. These books are not cheap. I’ve read
and read and still read. And that’s what I’m sharing to other people. In this culture that we have now, with my partners, we’re all nerds in that sense. I’ll be like, “Hey, I picked up this book, I think you should take a look at it because like this idea.” We’d trade books. We pick up ideas and exchange them and eventually it’s like, what if I do this, or this or that. And then, boom, let’s try it. And I think that’s where my secret is. Towards the end of our interview, the icons on his laptop faded gradually into his screensaver, white text on a black background, reading, “Have you made someone smile today?” He motioned to it, explaining that at the end of the day, that’s still the most important thing to him. Not what you’d think to hear, especially from the CEO of a company, but from a guy like Jos Ortega, you can never know what to expect. Only what you can learn.
On Rocky: Tee, T Culture by SM Youth
UP’S BEST KEPT SECRETS P HOTOG RA P HY BY R A LPH M E N D O ZA STYL ING BY SA M POT E N C I A N O
Since it was established over a century ago, U.P. has earned something of a reputation. There is a distinct voice that’s associated with U.P. and the thousands of students it’s put forth, a voice that some would call passionate, and others, overbearing. Still, there’s no discounting the unique character that it has developed, embodied most clearly by its flagship campus in Diliman. It’s no secret that the place is home to some of the most interesting stories, but some have managed to elude even the most chismosa of us all. *
* Information courtesy of Paulimerization blog (http://forexampaul.tumblr.com/post/4607795763)
and various anonymous sources.
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HOLE IN ONE The next time you and your significant other head to the lagoon for a quick momol sesh, it’s worth remembering that lolo could’ve been standing in the exact same spot — the lagoon was a golf course in the 60’s. On Nigel: Shirt, Folded and Hung; Shorts, Old Navy
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ACES Nylon balls hurtling at 263 kilometres per hour considered, the university’s tennis courts may be one of the safest spots on campus. The spotlight at its adjacent intersection is the only one that works in the 1,220 acre campus. On Rocky: Hoodie, Folded and Hung; Dress, Old Navy
SEE N O EV I L A concrete path cuts straight through the field separating the Arts and Sciences building the Engineering building, the latter being home to the shortcut’s donors, Beta Epsilon. Grounded in Euclid’s postulates, the eponymous Betaway was built for engineering students to take the shortest distance from their Engineering classes to their GEs. On Nigel: Shirt, Chief Clothing; On Rahcel: Dress, Old Navy
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HE ART BRE AK HILL The story behind this narrow street, tucked neatly behind adjacent food avenue Area 2, is more Adi Dassler than John Green. The steep incline was actually nicknamed Heartbreak Hill by joggers on campus, who claim that the climb could literally break your heart.
On Nigel: Tank top, Chief Clothing On Rocky: Jacket, Markus by SM Youth; Tank top, Chief Clothing; Pants, Old Navy
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GE MINI Some might say that Palma stands at the university’s left wing, while Malcolm stands at the right. While the humanities and engineering buildings, respectively, couldn’t seem more far apart, they are actually mirror images of each other, both designed by architect Cesar Homero Rosales Concio. On Nigel: Sweatshirt, Old Navy ; On Rocky: Jacket: Old Navy; Dress: Jellybean
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PERFORMA NCE CHECK The oldest building in the sixty-five year-old campus is the college of education, also known as Benitez Hall. Francisco Benitez served as dean of the college in 1918, and often strolled around the halls to assess students and new professors, a habit since unimpaired by his death in 1951. On Nigel: Sweater, Folded and Hung On Rocky: Tee, Chief Clothing; Skirt, Jellybean
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HAL L OF FAME The film institute’s roster of alumni includes OPM rock legend Ely Buendia, comedian Tuesday Vargas, and quintessential weather dude Kuya Kim. On Nigel: Hoodie, Markus by SM Youth; Tee, T Culture by SM Youth On Rocky: Cardigan, Markus by SM Youth; Skirt, Jellybean
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MALE MODE L The oblation is arguably the most recognisable icon in the Philippines, and everyone has an opinion on whom sculptor Guillermo Tolentino used as reference for the statue’s Fibonaccian proportions. Among the speculated list are a fellow sculptor, a fireman, and Fernando Poe Senior.
On Nigel: Tee, Folded and Hung; Shorts, Old Navy
B U RG ER
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BURGER COMPANY WOR D S B Y: A LEX ONG PHOTOGRA P H Y BY: DUD O ANCHETA With several burger joints already established around UP and Katipunan area, it’s difficult to argue against short trips for snack runs during breaks. But fast-rising Burger Company, located at the corner of Scout Reyes and Mother Ignacia St., near Quezon Avenue, is making case for itself. A collaboration between Chef Albert and front man Francis Fabie, Burger Company embodies the fun, creativity, and kitchen-genius of its two owners. This grub hub is easily recognizable amidst the nondescript neighborhood thanks to the mural plastered across its front. The interior is themed an abandoned warehouse, complemented by bright-colored chairs and post-its bannered across the ceiling and walls. It’s easy to get lost in the chatter and bustle of the room, but it still allows people to unwind after a long morning or day of acads and work In fact, the place is perfect for de-stressing and hanging out with friends. While waiting or eating, restaurant goers can borrow board games from Francis’s collection or buy one from its selection and play on the spot. Well-known social games like The Resistance, Coup, and Dixit are readily available on the shelves. Deck-building games from DC and Street Fighter and setheavy games such as Ticket to Ride and King of Tokyo are also free for use. But before they added the gaming community to their list of loyal followers, Burger Company was already making waves with its delicious food. Their burgers are made with 1/3 pound char-grilled, Certified Angus Beef patties which can be doubled up for a price. One of their best-sellers, The Striker’s Burger (Php 239 single/Php 355 double)—angus patty with lettuce, bacon, crisscut fries, champignon mushrooms, cheese and cheese sauce—was tender and not overly oily. Its patty was seasoned perfectly, made better by the bacon and cheese. And the fries’ softness complemented the patty well. For those who like their burgers savoury and filling, The Striker’s Burger is a hat-trick. To cater to those who are a little more adventurous and want spice in their meals, Burger Company came up with the Green Chile & Sour Cream Burger (Php 199 single/Php 315 28
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double). As the name implies, it’s your standard burger with green chili and sour cream. The chili was strong, but not so much to overpower the beef and sour cream. Surprisingly, the spiciness complemented the sourness well enough to tease the palette. For sides, we ordered Bacon-Wrapped (Yes, this restaurant really knows how to please its customers) Jalapeño Fritters (Php 215 for 8 oz./ Php 320 for 12 oz.). The fritters were lined with cream cheese, coated in batter and wrapped with crispy bacon. It was crunchy and mildly spicy, with the cream cheese counteracting against the jalapeños. For our last dish, we had their wings, namely the Firefighter’s Pride (Php 135 for 6 pcs./ Php 195 for 10 pcs.). Listed as “caution” on the menu, the wings were spicier than the Jalapeños but milder than the Green Chile burger. It was not as sauce-y as expected but neither was it dry. For its price, serving size is definitely reasonable. There are various other dishes we didn’t get to try, but we’re already looking forward to the various special burgers such as the Gamer’s Burger containing bacon-wrapped fries, and the Bacon-wrapped Burger infused with cheese, Striker’s Wings—wings dipped in cheese sauce and rolled in bacon bits—and the Chocnut Milkshake. Already celebrating their first anniversary, it’s a surprise Burger Company isn’t more famed than it is, considering it has a winning combination of amazing food and great entertainment. Those who don’t mind the extra distance will be rewarded. This burger joint could very well be the tambayan away from school.
INVENTO RY BIRKENSTOCK
Alabang Upper Ground Floor, Alabang Town Center, Muntinlupa City Tel.(02)850-7887
Level M2 TriNoma Mall, EDSA cor North Avenue, QC Tel (02)901-3880
Level 2 Glorietta 2, Makati City Tel. (02)621-1106
Upper Ground floor, SM City North EDSA Annex, QC Tel (02) 373-2839
Level 4, the Mega Atrium, SM Megamall, Mandaluyong City Telephone: (02)631-0288
BURGER COMPANY
Website: www.burgercompanyph.com Facebook/Twitter/Instagram: BurgerCompanyPH 72B Scout Reyes corner Mother Ignacia Avenue, Barangay Paligsahan, Quezon City
CHIEF FOLDED AND HUNG
Websites: www.chiefclothing.com www.chiefjournal.com Facebook/Twitter/Instagram: chiefclothingph Website: www.foldedandhung.com Facebook: foldedandhungofficial Twitter/Instagram: @ foldedandhungph Abreeza Davao Alimall Atc Ayala Cebu Ayala Imus Ayala Terraces Fairview Cash And Carry Centrio Eastwood Festival Gateway Glorietta 1 Harbor Point Lucky Chinatown Market Market Marquee Mall
JELLYBEAN
SM Bicutan SM Calamba SM Cebu SM Clark SM Consolacion SM DaSMarinas SM Fairview SM Iloilo SM Lipa SM Lucena SM Mall Of Asia SM Manila SM Marikina SM Marilao SM Megamall SM Muntinlupa SM Naga
SM Pampanga SM Rosales SM Rosario SM San Lazaro SM San Pablo SM Southmall SM Sta. Mesa/Ctpoint SM Sta. Rosa SM Tarlac SM Taytay SM The Block Sta. Lucia The Shop (Unimart) Trinoma
Sm Pampanga Sm San Lazaro Sm Sta. Rosa
Sm Taytay Subic Trinoma
Website: www.ilovejellybean.com Facebook: ilovejellybean Twitter/Instagram: @jellybeanstore Sm Megamall Eastwood Lucky Chinatown
OLD NAVY
Ne Pacific Mall Q.ave Outlet Store Riverbanks Rob Galle Rob Palawan Rob. Calasiao Rob. Ermita Rob. Magnolia Rob. Metroeast Rob. Starmills Shangrila SM Aura SM Bacoor SM Baguio SM Baliwag SM Batangas SM Bf Parañaque
Marquee Mall Sm Baguio Sm Manila
Website: oldnavy.com.ph Facebook/Instagram: OldNavyPH Twitter: OldNavyPhil Glorietta & Bonifacio High Street
PERCH
Website: www.perchfurnishing.com Facebook: perchinteriorfurnishing G/F KL Tower, 117 Gamboa Street, Legaspi Village, Makati City
SM YOUTH
Website: www.sm-youth.com Facebook: smyouthlifestyle Twitter/Instagram: @sm_youth SM Youth is located at the Boys Teens’ Wear Area of The SM Store nationwide(*styles may vary per store)
SEPTEMBER EVENTS CALENDAR September 2-5 Tuesday-Friday
Recruitment Fair
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September 5 Friday
Orientation Seminar
September 9-12 Tuesday-Friday
Tambay Week
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September 12 Friday
Applicants’ Acquaintance Party
September 19-20 Friday-Saturday
ADHOC: Thanksgiving Party
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September 22 Monday
MarkIt
September 24 Wednesday
UP JMA Major Marketing Event
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