jan 2014 Second Semester AY 2013-2014
The official publication of UP Advertising Core
It’s been a month since we left 2013 behind for 2014. Apart from the unusually cold weather we’ve been experiencing lately, it has mostly been back to normal. For most of us this means a return to the seemingly eternal Hell Week with its sleepless nights, and impossible workload. We invite you to take a short break from work. Get to meet some of the apps or learn more about current members. If you feel up to the challenge, try completing a round of Human Bingo. Don’t let a busy schedule stop you from having a little fun. Happy reading!
Check out the New Year’s special made especially for AdCore! 02
04
05
For 2014 ...or for worst
odessa mauricio
an fca treasure 06
08
benjie aquino
Beyond the Curls
10
jed berenguer
creative professionalism
the up advertising core (adcore) is the only student-run, not-for-profit organization and student advertising agency based in the college of business administration of the university of the philippines, diliman. the juiceletter is the official publication of the organization. Executive Core President Jedo Enriquez VP for Creatives Jed Berenguer VP for Finance and Corporate Affairs Danielle Vitriolo VP for Human Resources Reginald Baron VP for Public Relations and Promotions Gale Griego VP for Special Events and Logistics Ica Ducanes
12
an app ’s guide to the
ADCORE DEPARTMENTS
WHO THE HEY
AdCore Cross-Names
We’d like to hear from you! Editor-in-chief Isabela Cruz Features Editors Al-Sinbad Bercasio Maisie Joven Laurie Lioanag Denise Valdez Layout Editor Janina Guerrero Creatives Paul Castro Edward Santiago Finance and Corporate Affairs Leanne Gorosin Human Resources Nixie Go Public Relations & Promotions Hillary Joven All photos from facebook unless stated otherwise
What do you think about this issue? Would there be anything else you would like to read about? Would you like to advertise? Send us your comments, suggestions, concerns and whatnots at upadcore.teamjuiceletter@gmail.com.
For 2014 AdHouse is once again full with new faces of AdCore’s future members. The classic, “Are you a member or an applicant?” question must certainly be a part of the most mentioned phrases and sentences at the AdHouse recently. Follow Juiceletter as we get to know our future members more and hear out their motivations this 2014.
nickname
Trish
2nd Year BS Business Administration favorite lyric or quote There’s no such thing as a bad idea, only poorly executed awesome ones. new year ’ s resolution ’Wag nang i-maximize yung 6 absences at never nang umabsent year and course
nickname
Den
1st Year BS Business Economics favorite lyric or quote Hold steady that grip. new year ’ s resolution I’ll take more pictures. year and course
nickname
Paula
1st Year BS Psychology favorite lyric or quote Everything happens for a reason. new year ’ s resolution Be more focused! year and course
Jeanel year and course 3rd Year BA Sociology favorite lyric or quote What makes us heroic? Confronting simultaneously our supreme suffering and our supreme hope. - Nietzsche new year ’ s resolution I will write in my journal every day. nickname
nickname nickname
Alan
1st Year BS Computer
Engineering
1st Year BS Business Administration
year and course
Feels like I’m falling in love when I’m falling to the bathroom floor! new year ’ s resolution Mag-advance study na ako sa subjects ko and try to avoid cramming na rin favorite lyric or quote
favorite lyric or quote
Purity is an investment. new year ’ s resolution Be more green!
Danica 3rd Year BA Journalism favorite lyric or quote Do unto others as you would have them do unto you. - Luke 6:31 new year ’ s resolution I will sleep early if I have nothing to do.
Sell
year and course
nickname
year and course
nickname
nickname
1st Year B Fine Arts favorite lyric or quote Creativity is about making the strange familiar, and the familiar strange Suzy’s Grandma new year ’ s resolution Don’t worry too much about the little things.
Twis
3rd Year BS Industrial Design favorite lyric or quote The most important things are not things. new year ’ s resolution Lose weight! year and course
2nd Year BS Applied Physics favorite lyric or quote Every night could be a Saturday night. new year ’ s resolution Make goals. year and course
Suzy
year and course
nickname
Mac
nickname
Joan
1st Year BS Business Administration and Accountancy favorite lyric or quote The happiest people don’t necessarily have the best of everything. They just make the best of everything. new year ’ s resolution I will stop overthinking things to make myself enjoy life more. year and course
... or for worst
To know a person fully, we need to look beyond the prim and proper and see them at their worst. No sign of friendship can be more true than surviving the re-telling of some of the most embarrassing moments in a person's life. Find out what our future members were like and what are they most excited to leave back in 2013. Laureen Lioanag
Cough or Cold
Champagne Supernova When the future member’s family and relatives
This future member was so
went out to sing karaoke and It was his turn to sing,
kind to consider holding
he ended up choosing “Champagne Supernova,” a
her cough in order not to
song he remembered from his childhood. As our future
disturb the solemnity of a
member started to sing he realized what the lyrics meant
mass celebration. However
for the the first time. As the future member looked back at
her body had another idea
his relatives, they were also surprised. He ended up
in mind. Suddenly, she
apologizing, saying, “Sorry, I didn’t know.”
stopped coughing but her nose expelled bubbles due
P.S.: Champagne Supernova is a martini glass full of champagne with
to colds.
cocaine on the rim, as salt would be on a Margarita. Very popular in the late 1980’s and -90’s. (Urban Dictionary)
If there’s a Will, there’s an empty bathroom stall Ever experienced full bathroom stalls horrifyingly accompanied by a full bladder? Our future member was really on the verge of peeing, and her bladder control could not hold up for a minute longer. As luck would have it all the cubicles were
Dancing Queen
occupied except for one. The
Our future member was never used to wearing dresses and heels. But
cubicle that was vacant was
then, her PE class was a kind of social dance so she had to wear those
always locked even though
for her practical test. She did her best to dance gracefully while trying to successfully manage wearing her heels. She was doing well but for
Wrong Mom
some reason, as she was doing some of the moves her heels hooked
Our future members sure are
to the end of her silky dress and she eventually stepped on it. Hoping
loving and sweet but this one
to untangle the heel and the dress while still doing the routine, she
future member went as far as
abruptly removed the cloth from it and the dress also flew away,
giving a hug to total stranger
leaving her middle to lower-half of her body, exposed! Luckily for our
thinking that it was his mom.
future member, she was wearing cycling shorts at that time.
The Silence Treatment
Future Member On TV
Our future member had to dance
Not many people get the
to the novelty song “Spaghetti
chance to appear on TV but
pataas at pababa” during
this future member sure had
theatre class. Not because of her
her shot at telly fame. What
acting a part but as a form of
for? For “pag-giling” on the
punishment for being a bit too
popular show “Wowowee.”
no one uses it. So she ended up crawling in to the cubicle. As soon as she was done with her business, she crawled out. Salute the nimbleness of an elementary student’s body and pure determination!
Peek-a-Boo Breakdown A future member saw a close
Back to the Bush
friend of hers in FC and since
When our future member was at
his back was turned towards
the age of 13, she experienced an
her, she decided to surprise
intimate moment with Mother
him by covering his eyes from
Nature. As she and her family were
behind. The future member
walking at the Fort one night, she
then asked him “Sino ‘to?”.
ended up tripping. Our future
The guy immediately turned
TOKI Sparks
member suddenly disappeared
around and turns out he wasn’t
This future member fell of from a TOKI jeep along
from her family’s sight. Apparently
her friend at all. It was just
C.P. Garcia. She ended up injuring her left leg. But
her head went into one of the
someone with a similar hairstyle
as fate would have it, this embarrassing moment
bushes. When she managed to
and physique! She ended up
came with sparks as one of the passengers helped
get her head out of the bush, her
apologizing profusely with the
her back on the jeep and even went as far as
hair was full of leaves, giving the
guy just laughing it off, but the
accompanying her to the health service.
security guard and passers-by a
future mem will never approach
good laugh.
someone like that again!
noisy.
Illustrations Janina Guerrero
AdCore is full of all sorts of unique members. Put your skills to the test and fill all the boxes with at least one member. Isabela Cruz
Has apped for AdCore twice (or more)
BS Org: Has more than 7 orgs
CAN WRITE WITH BOTH HANDS
SHIFTED AT LEAST TWICE
HAS A SIBLING IN ADCORE
SPEAKS MORE THAN 3 LANGUAGES
KATHNIEL fan
mema/walang sense
has/had a crush on gelo avendano
future ms. universe
ran for usc
sawi
third (or more) time’s the charm: perseverance in ligaw
plays an orchestral instrument
free
wanted to be a pokemon master
in love with sherlock
eternally online
overachiever
has never ridden a jeepney
halaman
gardener
star wars fan
aman survivor
has never worn slippers to up
odessa mauricio
an fca treasure When ExeCore 7 and Team AdDition 7.1 were tasked to choose the
AdHere is more focused on internal projects, therefore introducing me
newest set of quality members from the 7.1 apps, they made no mistake
not only to other mems, but also to the alumni of AdCore. On the other
in including Odessa Mauricio in the pack. From being an FCA intern for
hand, UJF is the type that demands hardcore external effort, which
Team Finance 7.1, to FCA manager for UJF 2013, AdHere 7.2, BrandHub
exposed me to more challenging FCA work as a new mem.”
1 8.1 and Punch Creatives 8.1, she now handles Punch Creatives as the team’s AVP. But aside from this, what else do we know about her? Juiceletter got the scoop from Dessa herself. Read on and find out what there is to know about 8.1’s Best FCA Manager. Odessa honestly admits that her original plan was to join a different BA Org. But after learning about AdCore through (1) its Year 5 President Adrian Manlapig, who turns out to be her brother’s best friend, (2) her AdCore block handlers, who introduced her to the org and its lovable members, and (3) its Ad Infinitum Brochure which showed her how every AdCore project is jam-packed with value, she was convinced to join AdCore instead. According to her, here in AdCore, it is always easy to feel that she truly belongs. Her earliest AdCore experiences are linked to her department, FCA and Team Finance.
Being part of Team Finance, it was overwhelming to see how much AdCore mems love the org, and how they flaunt its merchandise with so much pride. Seeing those people love this org so much made me even more interested in finding out what it is about AdCore that made these people stay. On the overall, FCA gave me a holistic experience. It’s not just about funds and money. It opens many doors for you because it is very versatile. Whatever track I’d want to choose, FCA has made me ready for it.” When she was accepted as a mem, she worked again under the same department and was the FCA manager for two projects: AdHere and University Job Fair 2013 (recipient of Philippine Student Quill Awards 2013 Award of Excellence). According to her, being part of these two very distinct teams helped her a lot in growing as a member of the org.
Being part of UJF and AdHere helped a lot in molding me to be a holistic FCA manager. Both teams opened me to internal and external work.
Aside from her responsibilities in AdCore and JPIA, she has to manage her time as Vice President for Marketing and Publicity of KlubTala. Also, let’s not forget that all these are done without ignoring her academic requirements as a BAA student. When asked how she manages all these competing interests she says,
When you put your heart into your work, you do everything to find enough time and energy so that you do not fail at it; you exert as much effort as you can to make it successful.” After all that she learned in her three-sem stay with AdCore, this sem she made the jump to AVP for Punch Creatives. At the moment, she describes the condition of her plans for Punch Creatives as “okay”, with hope for a lot more.
Being a part of Punch last sem showed me how great the team is and its capacity to be greater. All it needed was more dedicated management and handling of its team members. So far, I can say that it’s okay, and the projects are executed according to plan. Of course we’re still taking baby steps. Little by little we’re growing better, and I know someday we’ll get there and be just what I wanted Punch to be.” When asked what AdCore has done to help her become the person she is now, she says that she owes her confidence to the org.
The experiences and learnings I gained from AdCore since the app process have helped me become more confident. Before, I always doubted my capabilities and feared that I might fail. But now, I’ve learned to trust myself. I have become more independent. Because of AdCore, I discovered that I can do more.” Denise Valdez
BENJIE AQUINO:
Beyond the Curls
Benjie Allen Aquino year and course 2nd year BS Business Administration & Accountancy adcore batch 7.1 name
adcore projects
PRP AdDition 7.2 AVP AdDition 8.1 AVP PromoHub 8.2
You’d be hard-pressed to find someone who
people have it. I'm not saying that a person cannot
doesn’t know Benjie Aquino. This former AdDition
learn how to be a leader, but there are people who are
AVP, and current PromoHub AVP, doesn’t just
just naturally good at it. A good leader is authoritative
demand attention, he effortlessly commands it. Often
but not tyrannical, dominant but respectful.”
described as passionate, driven and charismatic, he is always on the lookout for creative executions, and ways to utilize his sharp wit. Apart from AdCore, Benjie is a member of the School of Business Student Council, the Circle of Entrepreneurs, and is currently app-ing for JMA. Essentially, he enjoys channelling his high amount of energy into extra-curriculars, and jumps at the opportunity to join marketing competitions when possible. With Benjie, the added work in no way takes away from the quality of his output. Despite juggling a dizzying number of commitments, he still came out on top as one of the Best AVPs of 8.1. His leadership success in AdCore, and elsewhere likely stems from his own leadership philosophy.
I'm not the best leader in the world, but I think that leadership is both a lifestyle and a talent. It's something that is always with you.
The biggest challenge he faced as AVP of AdDition had nothing to do with securing permits, memorizing names or taking care of the apps as one would expect, rather, he shared, “As an AVP of AdDition, deliberations are particularly heart-breaking. I felt like I had to throw away my heart just to be able to think rationally. I had to suppress my emotions and try to reason with logic alone. It was my 2nd time doing the deliberations, but it was more terrifying when I was doing it as an AVP. I loved the applicants so much and seeing them [those who didn’t pass] days after we told them that they did not make it was really heart-breaking and awkward.” Benjie believes his greatest strength is with people. As a people person, he enjoys making new friends, and being surrounded by all sorts of different people. “I like talking, sharing stories and laughing.” He says, citing things he does more of than anything else. He admits however that though he is usually a very
It's not just something that you do today then abandon
bubbly, chummy and happy person, his temper is
or leave the next day. It's a talent because not a lot of
probably his greatest weakness. He can be quick to express anger, disappointment, or annoyance, which
tends to put off people who aren’t quite accustomed to
To Benjie, AdCore did not only unleash his creativity,
his mercurial personality.
but also his potential in marketing and coming up
Though Benjie is arguably one of AdCore’s most
with effective and impactful IMC campaigns.
dedicated and active members today, he wasn’t
“AdCore taught me marketing. I have yet to take a
always this way. He basically apped for AdCore on a
marketing course in BA, but because of AdCore, I
whim upon the suggestion of his sister who described
gained knowledge about marketing enough to be
AdCore as “mukhang okay naman”.
able to beat upperclassmen who had already taken
I was one of those inactive apps. I rarely attended events, or tambayed. Compared to other sigsheets mine looked really, really clean, partly because I didn’t design it, and partly because it had very few sigs. When I did attend events, I’d never finish them even if I could. I’d just sign in, stay for a while then go. I almost deferred, and even skipped my own Revalida.
marketing courses. #SarilingBuhat” Like most AdCore members, Benjie doesn’t value AdCore purely for its professional work-related aspects. “I love the welcoming and funny members. There is never a dull moment in the AdHouse, when I’m there I’m constantly shouting at the top of my lungs and laughing. Also, AdCore’s projects are value-adding and well-handled, not to mention very relevant to UP. They're not just "mema" projects.”
I was surprised when I learned that I passed. I think
When asked how he sees AdCore in the future, Benjie
everyone can see that Benjie as an applicant is not the
is not scared to dream big.
same as Benjie as a member.”
“3 years from now, I think AdCore will be a bigger
Interestingly, the fact that he was inactive as an app
name both inside and outside UP. More companies
is what pushed him to work harder and become more
will know of our excellence, and will be the ones
visible as a PRP manager for AdDition 7.2.
running after us to ask for our services. 3 years from
“It was like I had to make up for every shortcoming I had as an app.” He said.
now, AdCore will have more socially-relevant projects, and be the recipient of big awards such as the Gawad Chancellor and the TAYO Awards.” Isabela Cruz
Benjie facts: • Benjie invests a lot in keeping his curls as pristine and perfect as possible. He swears by Monea Curl Defining Milk. • More than a handful of AdCore members “live” or have lived with Benjie at his family’s boarding house. • Benjie took voice lessons at UP’s College of Music and is known to randomly break out into song.
an app ’s guide to the
ADCORE DEPARTMENTS When you’re an app, you’re not quite sure about what department to join because you don’t know what each one exactly does. You just have a general notion – sometimes, even a misconception – of the types of tasks and skills required in each department. It’s time to break down the basics for you.
HR
misconception :
HR is the least stressful department. It is easy to prepare
icebreaker activities and do text brigades and minutes.
PRP
misconception :
Public Relations and Promotions means speaking and going
around the campus promoting the org. You have to be outspoken to join this department. PRP work is chill and easy.
truth :
HR is not to be taken too lightly. All the departments have the
same level of work difficulty; the difference lies in what you’re good at.
truth :
Brigging doesn’t end after sending texts; you also need to encourage
department. PRP is assigned to write the captions for pubmats, brigs,
people to attend the event and constantly follow-up on them. Minutes
letters, invitations, etc. The venue for promotions is mostly online but
should also be clear and exact for later reviewing. HR also evaluates the
can also be on-site (eg. AdCore posters on campus bulletin boards). PRP
participation of mems and apps. Dedication and inspired involvement
comes up with the big ideas central to the organization’s projects and
are important if you want to be a member of the Human Resources
critically sets the image of the org.
department.
Contrary to that, a lot of the writing is actually done by this
SEaL
misconception :
SEaL is “pure muscle work”. The members of this
CRT
misconception :
All members of the Creatives department come from the
department only reserve venues and equipment to be used for the
College of Fine Arts. Their tasks are limited to doing artsy stuff. It’s
different projects of the org.
hard to be accepted into Creatives because you have to be an expert in Photoshop. It’s as difficult as the FA Talent Test.
truth :
Aside from those mentioned above, the Special Events and
Logistics department is also in charge of managing the flow of events.
truth :
They appropriate the time, arrange the order of programs, etc. for the
current members are students from Engineering, CMC, BA, Arki, and
events. Overseeing the maintenance of the tambayan’s or AdHouse‘s
a lot more. Although design is the main focus of this department,
cleanliness is also their job. In addition, core organization events are
it is also responsible for documenting events. You don’t need to be
led by SEaL.
an expert in all things creative. Everyone has his/her own room for
You don’t have to come from FA to be a Creatives member. Some
improvement. As long as you have the potential, you’re good to go.
FCA
misconception :
All Finance does is organize fundraising events, handle
money, and plan the budget. You need to be a Math genius to join FCA. truth :
There’s more to what FCA can offer. That’s why it’s called
“Finance and Corporate Affairs”. Not only does it do the above but it is also in charge of finding the cheapest suppliers, checking the Memorandum of Agreement (the contract between AdCore and the client), and contacting and handling the accounts or clients. The members at least need to have knowledge of practical math.
All the 5 departments are challenging in their own way. Inspired Involvement, Creative Professionalism, and Steadfast Excellence are certainly needed to accomplish the various tasks and overcome unforeseen obstacles successfully. Just remember to commit yourself to whichever department and project you choose, and make a good, lasting impact. Maisie Joven Illustrations Paul Gilbert Castro
jed berenguer
creative professionalism Being vice president of an organization is no joke,
ready for his first leadership position in the org,
more so if it’s being the Creatives Vice President of
which was Assistant Vice President of the AdSchool
UP AdCore. Thankfully, we’ve got Jed Berenguer.
series. “[Being an AVP is] different. You have to lead
Jed’s AdCore journey started out like your typical app story. “[I joined AdCore because] I wanted to know more about advertising. I wasn’t contented with just studying and academics; I wanted a more practical and real-life approach to learning about the industry.” However, Jed immediately distinguished himself from his co-applicants through his hard work. As an intern, he simultaneously took on two of AdCore’s big external projects—Teenspeak and Punch Creatives. Even after being accepted as a member, he continued to challenge himself by taking three projects per semester, working for InfoCore, Finance, and AdVance in his first sem, and Teenspeak, Brand Hub, and AdCore Reps in his second sem. “[In AdCore,] I felt the growth I was
the team personally and have the final say on each decision. The weight is on your shoulders because you are the one accountable [for] everything that happens. Being part of three teams as a manager is not easy as well [but at least] you have your superiors to turn to if you have questions.” In that same semester, he also ran—and subsequently won—as the Creatives VP of ExeCore Gr8. Given the daunting responsibilities that the position holds, what pushed him to go for it?
I wanted to give back to the org after all the things I experienced and learned. Plus, I wanted to take things to the next level (naks parang relationship lang),” Jed says.
looking for when I started out in college. Plus, the
And he took things to the next level indeed. “For
people are fun, too,” Jed says.
my term, I made sure to utilize Facebook for
Working on many different projects at the same time definitely helped Jed improve not only his technical skills, but also his time management skills. By his third sem as a member, Jed was definitely
communicating with my managers, relaying updates and information not just about the org but the industry as well. The mini-series for AdSchool was also added to cover the basics of design. Our branding in and outside the organization was standardized, too,
via BrandCore, although work is still in progress for this one. Other projects are the Filmmakers class and equipment investment with Jedo and Dani’s help.” So what does Jed do on a daily basis? Jed laughs, “I’d get a text or call at any time of the day, even at 2 a.m., saying ‘Pacheck’. When I enter the tambayan, I’d hear, ‘Oy si Jed, pacheck na!’ Basically, you always have to be in touch with the AVP’s and managers. Sometimes, you go to prod works and shoots to guide the Creatives. Some orgs and councils might get you to become a speaker for their seminars. In short, bawal ka mawala.” But it’s not just about approving publicity materials or coordinating with his 3 AVP’s—it’s also about making time for his academics so that he can graduate on time. “It is not an easy thing to do,” Jed emphasizes.
The highest level of time management is needed to really master this. [Acads and VP duties] are demanding in terms of time, energy, and effort. In order to balance both, I really set my priorities. If I have to say no, I will. If I have to go home early, I will.
What is Jed’s vision for AdCore?
My vision for AdCore is to become a professional-functioning creative agency servicing clients inside and outside the university; to be top-ofmind when good design or creativity is being talked about.” For this semester’s freshest batch of applicants, Jed advises,
Love the organization and make sure to do things not just to comply with requirements but because you are really into what you’re doing. Besides, most of the events are really for your learning and experience so grab the opportunity and do not take it for granted. Don’t forget to have fun, of course.” And for those aspiring to follow his footsteps as the Creatives VP for ExeCore 9, he says, “Ngayon pa lang, learn to manage your time! Being organized helps, especially with a good pubmat approval system. It demands a lot from you, monitoring 20+ teams
Making a to-do list for the day (with projected time of
throughout the sem, so make sure you are really up
completion) is also helpful.”
for the task.” Hillary Joven
Jed Berenguer 20 year and course IV BFA Visual Communication adcore batch 6.1 name age
previous positions
6.2 - Web Team (now InfoCore) Finance AdVance Creatives manager 7.1 - Teenspeak Project X (now BrandHub) AdCore Reps Creatives manager 7.2 - AdSchool AVP
WHO THE HEY AdCore Cross-Names
1
In our creative organization, we can observe the most vibrant personalities and more than a 2
hundred talented members. But also because of this large number,
3
we don’t get to interact with all of our orgmates and know much of their lives. Juiceletter gives us a glimpse of some of them. Guess the 15 mems who said 4
these quotes, have these signature characteristics, or accomplished these noteworthy feats. Maisie Joven
Across
corny 4. current manager in 3 projects 5. performed in 9 BACBACAN events 7. Carla Abellana lookalike 9. best FCA manager last semester 12. current FAO president 14. “Come to Mama” 15. “baby boy”
5
2.
6 7
9
10
11
8 12
13
Down
makes her own nail art 3. curly hair 6. “no bias” 8. past ExeCore member who was courted by Nikko Pascua 10. current ExeCore member taking up CommRes 11. all the orgs he is a member of start with the letter A 13. past AVP with a summa standing 1.
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15
1. Steffi Solis 2. Monse Alfaro 3. Benjie Aquino 4. Hillary Joven 5. Jedo Enriquez 6. Andi Parungao 7. Ella Adriano 8. Ariane Tan 9. Odessa Mauricio 10. Dani Vitriolo 11. Ralph Alba 12. Aise Hernandez 13. Owa Seguin 14. Abi Reyes 15. Carlos Quimpo
Answers