TABLE OF CONTENTS 1
Message of the Chairman
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Programs, Projects & Activities Values Advocacy Projects
Makabayang Pilipino Araw Values AWards
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Educational Development Projects
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A “New” FoUndation Home
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6th AdMasters Golf Championship
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PROJECTS & OTHER ENDEAVORS
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Foundation-Assistance Projects
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Audited Financial Statements
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Foundation Programs, Projects & Plans for 2012
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AcknowledgmentS
Students’ Congress on Values Advertising Ads and Abs: The Lean (Six) Sigma Way
Airtime Donations Review of Members List and Critera Upgrade for Membership Edsa Tatak 25 Closure of ARAW Values Awards Turnover Issues
Industry Memorial Mass Scholarship Program Assistance to “Ninoy, My Hero” Exhibit Ad Standards Council(ASC) - Foundation Consultations Ruper Jacinto Book & Exhibit Assistance to DepEd “Ten Moves” Project Involvement in Industry Special Projects
AdSpeak 2012 7th AdMasters 2012 ARAW Values Awards Membership Makabayang Pilipino Airtime Donations EDC 2012 Seminar-Workshop on IMC
34 Facts & Data on Foundation
Ad Foundation Profile & Members Incumbent Ad Foundation Board of Trustees & Executive Officers Program Committees Other Working Committees
39 Sponsors & Cooperators 48 Notes of Gratitude 49 Publication & Publisher’s Credits
Through the years, the Advertising Foundation of the Philippines has maintained its integrity: as a “bastion of work ethics”, and as a non-partisan institution with a big heart; “Where ADVERTISING is for the PUBLIC GOOD”
Cover Story: Main visuals on the bottom of the cover are vignettes of some foundation accomplishments for the year 2010 to 2011, merged aesthetically together as one composite, to symbolize the foundation unity and cohesiveness, and with upward directions, indicative of the foundation’s positive and uplifting thrusts, and high aspirations. The composite visual, with its differing heights, provide some wave-like effect to depict that Ad Foundation and its programs, indeed, make waves, with its impact as ripples that are long-lasting. Also featured are the logos of Advertising Foundation of the Philippines (Ad Foundation) and the Advertising Suppliers Association of the Philippines (ASAP), juxtapositioned close to the publication title, denoting the partnership of the two organizations on this Annual Report project. Both logos were designed pro bono by multi-awarded international designer, Angel “Lito” Buñag of Design Systemat, a former ASAP Chairman & President and a Sustaining Member of Ad Foundation.
Cover design concept: VitalStrats Creative Solutions
Message OF THE CHAIRMAN This report provides an update on programs, projects and activities of the Advertising Foundation of the Philippines, Inc. (Ad Foundation) for our members and stakeholders. Covering a period of fourteen (14) months, the report briefly summarizes the accomplishments of our humble team in partnership with the various Program and Administration Support Committees, composed of volunteers from the multisector marketing communications industry. The accomplishment of some 16 projects for the past year focused on our foundation's multifaceted advocacy and social marketing programs such as industry development, educational development, social communications and values promotion, sectoral outreach, special projects, membership, ways and means with values output, and one of our flagship projects, the 2010 ARAW Values Advertising Awards. Most significant among these were acquiring a “home” for our foundation, rent-free, to serve as a temporary center for our operations, and revival of our educational development seminar-workshops attuned to priority needs of our industry's changing landscape. Undoubtedly, we are pleased to have achieved the above, which we greatly attribute to the strong spirit of volunteerism, cohesive unity of our members, and generosity of our numerous cooperators and kindhearted donors. On behalf of our foundation board of trustees and executive officers, let me extend my wholehearted gratitude to all the foundation working committees, to our life benefactors and founding pillars, to our honorary life and sustaining members, to all our cooperators and numerous foundation “friends” and to our lean secretariat staff --- for their faith and strong commitment, for their undaunted spirit and for their awesome support. My heart-warming thanks also to the past foundation chairmen, specially to Louie Morales, Tony Samson and Johnip Cua, for their wisdom, for their continuing guidance and for always being around to extend the much-needed support. To all our ever-committed “workhorses”, I deeply treasure their generosity to our foundation.
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Altogether, they provided the enabling and coping mechanisms to our non-partisan institution to move onward, in unity and with dedicated passion. Lastly, our special gratitude to the Advertising Suppliers Association of the Philippines (ASAP) under the stewardship of our comptroller Allen Velez as its chairman, its president Roy del Valle, its vicepresident Vince Reyes and board secretary Amrei Dizon, who made the publication of this Annual Report, a reality. Let us all look forward to a more meaningful and values-laden Ad Foundation year for 2012. With optimism and greater hopes for our financial stability, let us expect a more dynamic and robust foundation that can further strengthen its niche in social marketing as the industry's "social conscience".
Ruperto “Jun” S. Nicdao, Jr. Chairman of the Board
Programs, Projects &Activities: October TO December 2010 & January to December 2011
Makabayang Pilipino A long-term values transformation, multimedia communications program for nation-building, in partnership with various sectors of the industry and gtovernment, Makabayang Pilipino was initiated in July 2010 by the Core Group of our Social Communications Unit (SCU). Some of its multimedia components are implemented to date, primarily through various innovative means and with the goodwill and wholehearted assistance of members, program partners and cooperators. Work on its entire program, such as its logo/brand, priority focus on Filipino positive values, and initial networking were completed by the SCU - Makabayang Pilipino Core Group, composed of Its Chairman Joey Avellana, and members Eric Canoy, Johnip Cua, Tony Samson, Louie Morales, Ernie Hernandez, Linda Gamboa and Jun Nicdao.
Launched and sustained its radio campaign on October 22, 2010; ongoing, with the assistance of Manila Broadcasting Company (MBC) for production requirement and for nationwide, sustained airing by all KBP radio station - members.
MBC, KBP, ASAP, PANA, Abracadabra, G.A. Printing, and six (6) newspapers, commenced the Intro campaign; a reality by November 2011.
Launched its print component in early November 2010; Introduced Makabayang Pilipino logo through cooperators for creative-production and print ad space donations: Avellana & Associates, Manila Bulletin, The Philippine Star, Philippine Daily Inquirer, Business World, Manila Standard Today, Manila Times and BusinessMirror.
Two (2) versions of the radio plugs: being aired on a sustained basis by KBP and its radio station - members nationwide.
Partnership agreements with industry associations and business entities: From October 2010 to midJanuary 2011, these were its first set of partners: Kapisanan ng mga Brodkaster sa Pilipinas (KBP); Advertising Suppliers Association of the Philippines (ASAP); Avellana & Associates; Image Dimensions Inc.; Manila Broadcasting Company; Radio Mindanao Network; Bombo Radyo; Progressive Broadcasting; Events Pool, Inc.; Executive Decisions; The Philippine Star, Manila Bulletin, Manila Standard Today, Business World, BusinessMirror, Manila Times and Philippine Daily Inquirer, and the Philippine Association of National Advertisers (PANA).
Posters: distributed to Metro Manila elementary public schools.
Print ads: published by Manila Bulletin, The Philippine Star, Manila Standard Today, Malaya/Business Insight, Manila Times, and Journal Group of Publications, from December 2011 to February 2012. Panatang Makabayan TVC’s: Abracadabra produced the “Panatang Makabayan” TV material by midNovember 2011, for integration of opening and closing book-ends by
the various TV networks, using their in-house talents. Completed by each of the TV networks, the TVC’s are being aired by GMA Network, ABSCBN, ABC-TV5, and IBC - 13 based on airtime donations, since December 30, 2011.
Makabayang Pilipino's Presence in 6th AdMasters Golf Championship: Its logo was on all the trophies for the Team Competition winners of the 6th AdMasters Golf Championship last June 27, 2011. The Philippine Star donated the funds for the trophies. Makabayang Pilipino's Presence in EDSA TATAK25 and "Ninoy, My Hero" Exhibit: For enhanced recall and more public awareness, the logo was projected in the above assistance projects.
Partnership Agreement with Government: Ad Foundation and its Social Communications Unit (SCU) - Makabayang Pilipino Core Group signed a Memorandum of Cooperative Undertaking (MCU) with the Office of the President - Presidential Communication Operations Office (PCOO). Panatang Makabayan: The Makabayang Pilipino Media Campaign: with the assistance of Image Dimensions, Inc.,
Ad Foundation and Office of the President partnership agreement signing on “Makabayang Pilipino”, with Presidential Communication Operations Office (PCOO), headed by Secretary Sonny Coloma, as the lead for government agencies; March 1, 2011; Bahay Ugnayan, Malacanang.
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Highlights of 2010 ARAW Values Awards Night at ABS-CBN’s Dolphy theater, honoring all the winners of the biennial industry values oriented competition, a flagship project of the foundation since 2006.
2010 ARAW Values Awards A biennial awards program to promote values advertising within the industry, to inculcate positive Filipino values, and promote the industry’s social responsibility to the general public, the 2010 ARAW Values awarding ceremonies and delayed TV special were in partnership with ABS-CBN Broadcasting Corporation and sponsors Unilever Phils., Unilab, and Alaska Milk Corp.
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It generated a net income of P 1.29 M for Ad Foundation, representing its net revenue share from the Awards Night and its nationwide TV special. The tedious work of the 2010 ARAW Values Awards Organizing Committee headed by Meckoy Quiogue, together with a team of multi-sector industry renowned leaders, with Johnip Cua, as the committee consultant, paid off.
Values Awards Night: Culmination of the competition with a more expanded coverage to include new developments in marketing communications, and for the first time, a Students’ Competition division and use of the ARAW Seven Cornerstone Values as competition categories for Branded Communications and Advocacy/Institutional Advertising, on December 8, 2010 was championed by the ARAW Values Awards Organizing Committee, with the benefactorship of foundation Board Secretary Gabby Lopez of ABS -CBN. A star-studded evening staged at the ABS-CBN’s Dolphy theater, it was attended by more than 350 industry and foundation members, and students of marketing communications as well as special guests led by The Honorable House Speaker Sonny Belmonte. The dedicated work of the Organizing Committee composed of Vice-Chairmen Chichi Barros and Blen Fernando, together with Rules Committee’s Nonna Nañagas and Randy Aquino, Ways & Means’ Hermie de Leon, Merlee Jayme of Creative Committee, Jay Sarmiento and Lucien Dy-tioco of Information & Promotions, Robert Labayen of Special Concerns, Allen Velez and Vince Reyes of Production Committee, Chit Guerrero of Special Projects & Staging, and Linda Gamboa of Administrative Services & Logistics generated tremendous support. ARAW Values Awards TV Special: Aired nationwide by ABS-CBN on January 27, 2011 and subsequently, over ABS-CBN's TFC, which highlighted a values oriented Awards Night program of the competition, the fully sponsored Awards Night and telecasts generated net revenues and higher viewership rating on the biennial Values Awards thrusts, as it also promoted 2010 Award winners and sponsors, Ad Foundation, and most importantly, the entire industry and its social responsibility. Kudos to TV network partner, ABS-CBN; Showcase Director Alco Guerrero, and ABS-CBN management staff led by Gabby Lopez and Charo Santos. The success of the 7th ARAW Values Awards was unprecedented in the program's history since its birth in 1998.
Educational Development Projects
The Educational Development Committee (EDC) was re-activated and energized. EDC managed two (2) successful projects for 2011, under the stewardship of our board members Bong Osorio and Joselito Yabut as co-chairmen.
Ad Foundation Comptroller and ASAP Chairman Allen Velez, with AdSpeak ’11 moving spirit, Dean Reyes of Colegio San Juan de Letran – MassCom Institute and a student winner of the intercollegiate competition on values advertising.
Students' Congress on Values Advertising Ad Foundation, through its EDC, sustained the partnership with the Colegio San Juan de Letran - Institute of Mass Communications, for the annual, non-profit AdSpeak Students’ Congress on Values Advertising which Johnip Cua started in 2006, together with ADSpeak pioneers and moving spirits, Dean Rowena Reyes and Eleanor Agulto of CSJC-MassCom.
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Design by: Nico Mallari and Creatives by Image Dimensions, Inc.
Ads and Abs: The Lean (Six) Sigma Way
In partnership with the
Cerge Remonde Foundation, this
EDC project also became an Industry Development endeavor, that promoted Self-Regulation, Values Advertising, and Corporate Social Responsibility. There were 60 industry members and 250 students who attended the sessions that featured a total of nineteen (19) speakers on Lean Six Sigma for Marketing Communications, the Current
Ad Foundation’s Educational Development Committee championed the revival of foundation seminar-workshops in partnership with academe and the Cerge Remonde Foundation. The successful 2 - days “Ads & Abs; the Lean (Six) Sigma Way” held at Unilab’s Bayanihan Center, showcased the expertise of renowned speakers from our multi-sector industry and exponents of Lean Six Sigma in the country for the benefit of young industry professionals, educators and students in marketing communications.
State of Self-Regulation, Values Advertising and its Trends, and Corporate Social Responsibility last August 25 and- 26, 2011 at the Unilab’s Bayanihan Center. Kudos to the EDC prime movers Bong Osorio, Lito Yabut, Susan Dimacali, Hermie de Leon, Allen Velez, Vince Reyes, Nico Mallari, Varick Ong, Linda Gamboa, and Ed Estrada who ensured the project’s success
from concept to implementation and its efficient management. Our thanks to Norelyn Babiera for hooking us up with five (5) Six Sigma speakers. And our wholehearted gratitude to the Cerge Remonde Foundation for providing the start-up funding, and most importantly, to our copresentors and sponsors ABSCBN, Unilab, MBC, MdDonald’s, GMA Network, RMN, Progressive Broadcasting, NewSounds/Bombo 5
Radyo, Ad Standards Council, Executive Decisions, Inc., Events Pool, The Philippine Star, Philippine
Daily Inquirer, Manila Bulletin, BusinessMirror, Business World, KBP, ASAP, Clear Channels, G. A. Printing, and Image Dimensions Inc., and our donors VideoSonic, Fiera de Manila, Calypso Printing, and Alaska Milk Corp.
The inauguration of the foundation office, through the generosity of foundation treasurer Miguel Belmonte of The Philippine Star, is a spiritual reunion and an austere celebration.
A "new" Foundation Home With the end of our one-year lease contract with La Fuerza Plaza, compounded by the foundation’s perennial financial constraints, practical options such as the non-renewal of its office rental last March 2011 and transfer of operations to a home garage were considered. It was most fortunate and timely that good Samaritans, like our incumbent foundation treasurer Miguel Belmonte of The Philippine Star, and our Ways & Means Committee co - Chairman, Hermie de Leon of Omnicom Media Group, offered a place for our foundation office.
The foundation transferred to Unit 702 of Makati Cinema Square Tower on April 4, 2011 and with some Php 300,000 from the net revenues of the 2010 ARAW Values Awards, renovated and furnished the 60+ square meters unit. Ad Foundation comptroller Allen Velez and executive director Linda Gamboa attended to the above needs. Hence, we have a rent-free office today which Immediate Past Chairman and adviser Johnip Cua dubs “as the most beautiful office the foundation ever had”. Our present “home”, which we call the Betty Go Belmonte Room, combines our office and a small conference 6
room with a glass board donated by A. Yabut Management & Development Corp. that serves as our venue for foundation meetings. We had the office blessing and Inauguration, with a thanksgiving mass and austere dinner on September 9. About 150 foundation members and cooperators, industry leaders and friends graced the occasion organized by the Special Projects Committee (SPC). The foundation’s advocacy of industry unity was aptly demonstrated during this auspicious event.
Foundation Board Secretary, Gabby Lopez Chairman & CEO of ABS-CBN, welcomes PCOO Secretary Sonny Coloma to the 6th AdMasters Golf Championship
: An Industry-Unifying Tournament The industry-unifying and fellowship-building golf tournament was held last June 27, 2011 at the Alabang Country Club. Fully sponsored, the 6th AdMasters Golf Championship, chaired by board member, Carlo Llave, set a benchmark for AdMasters and industry tournaments as the most attended golf tournament: 167 golfers pre-registered, and 141 players actually vied for the individual and team championship trophies. The whole day affair was fun-filled, from the ceremonial tee-off to the awarding ceremonies and the tournament raffle, with the attendance of Secretary Sonny Coloma of the Office of the President, and ABS-CBN Chairman & CEO Gabby Lopez, who led the ceremonial tee-off. CEO’s and COO’s of our Founding Pillars, co-presentors and sponsors, and numerous industry leaders, to
further include the “Makisig” and Upsilon Sigma Phi “Pumapalo” golfers, also came. Aside from goodwill, the tournament also generated some P 800,000 net income for Ad Foundation and its “Makabayang Pilipino” program. Our heartfelt gratitude to the 6th AdMasters Organizing Committee championed by Carlo Llave of the OAAP, Butch Canoy of RMN and the KBP, Chichi Barros of Unilab, Johnip Cua of Macroasia Corp., Louie Kierulf of SilverStar Communications and the IBA, Matec Villanueva of Publicis - Manila and the 4 A’s, Lorna Tabuena of Provil and the ASAP, Jay Sarmiento of The Philippine Star and the UPMG, Manny Luzon of the KBP, Ed Estrada of Image Dimensions and the 4 A’s, our perennial AdMasters Tournament Director since 2002, Jimmy Alanis, and our AdMasters project manager, Linda Gamboa. 7
OTHER PROJECTS & ENDEAVORS Airtime Donations In mid-November 2011, the foundation received cash-convertible airtime donations from two (2) Life Benefactors/Founding Pillars to help the foundation’s sustainability in the months ahead. Founding Pillar GMA Network donated Php 2.0 M (courtesy of Atty. Felipe Gozon and our PRO Lizelle Maralag); likewise, Life Benefactor MBC, Php 2.0 M. Foundation sustaining member Hermie de Leon, and board member Blen Fernando of our Ways & Means Committee are helping cash-convert said donations.
Review of Members List and Criteria Upgrade for Membership The Membership Committee (MC) conducted a review of our Members List in August 2011. Two sustaining members were endorsed for upgrade to Life Benefactors, for their outstanding contributions to the foundation, namely, The Philippine Star and Manila Broadcasting Company. The Executive Committee favorably acted on the above on September 9, 2011. The Membership Committee is reviewing further the foundation’s Members List to consider formal removal of some entities due to closure of operations or loss of interest in the foundation and its activities, at the same time, the enlistment of new and deserving ones for their outstanding contributions to the foundation. Revision of the accreditation criteria for invitation and enlistment of members for some foundation membership categories, and other related membership matters are under review by the Committee composed of Ernie Hernandez of IBC-13, Herman Basbaño of the NewSounds/Bombo Radyo and the KBP, and executive director Linda Gamboa.
Edsa Tatak 25 Ad Foundation, in close partnership with the EDSA People Power 25th Anniversary Commission, took charge of the creative- production and airing of EDSA Tatak25 radio plugs and publication of its full-page print ads. The above was made possible through the support of Avellana & Associates, Well Advertising, Image Dimensions, Inc., MBC, the KBP, Manila Bulletin, The Philippine Star, Philippine Daily Inquirer, BusinessMirror, Manila Standard Today, Manila Times, and Business World. The Makabayang Pilipino logo was included in all EDSA Tatak 25 full-page print ads, published from February 20 - 24, 2011. The radio plugs, produced by MBC and which were aired by all KBP member-radio networks nationwide also brought back the meaning and relevance of the EDSA People Power to the restoration and gains of Philippine democracy, uplifting once more the Filipino people's national psyche.
Closure of ARAW Values Awards Turnover Issues Recurring issues within the AdBoard on its formal turnover of the ARAW Values Awards and the “seed” money of Php 500,000 to our foundation in April 2006 were officially and finally resolved last September 2011. The 2011 AdBoard Chairman Andre Kahn, one of our foundation charter members officially informed the foundation on the final resolution of the above. The Ad Foundation extended its formal gratitude to the AdBoard. Kudos likewise to our incumbent Vice-Chairman Meckoy Quiogue and Comptroller Allen Velez, who as AdBoard directors also, championed the closure of the ARAW Values Awards turnover issues. 8
Other Foundation-Assistance Projects; January to December 2011: Industry Memorial Mass for the Late Press Secretary C. Remonde
Scholarship Program for Khodr Children
In partnership with the KBP and C. Remonde Foundation, Ad Foundation continues to support the annual tuition Ad Foundation through its Special Projects Committee fees and educational needs of Kristian Khodr, now on sponsored an industry mass for the late Press Secretary his 6th grade at Don Bosco College - Angeles, Pampanga, C. Remonde in commemoration of his first death and the special schooling and care for his autistic, older anniversary last January 19, 2011 at the Don Bosco brother Kyle. Allocated for the above are remaining funds Church. The memorial mass was attended by foundation from the concert net proceeds for the late Afif Khodr members, multi-sector industry leaders, former initiated by some industry friends. A bulk of said funds government associates and friends of the late Press were used though for Afif’s long protracted medical needs, Secretary. The late Cerge Remonde was a comptroller of the family’s living allowance, schooling of his children, and our foundation for four years Chairman of the KBP for eventually, on Afif Khodr's demise. four years, and a 2-year Chairman of the AdBoard prior to his government posts. Our special thanks to Allen Velez Rupert Jacinto of ASAP, Lito Yabut of the KBP, Susan Dimacali of the C. Book & Exhibit Remonde Foundation, and our executive director Linda Gamboa for their coordination prowess. Ad Foundation helped on the coordination of the
project, primarily on the marketing of the books at The Peninsula Manila from the book launching and inauguration of the exhibit in March up to its closure in April 2011. The foundation generated some income from the book sales. At the same time, it attended on the donation turnover to the project beneficiary, the Parish Chapel at GreenbeltMakati for its "Love-a-Poor-Parish" aid program nationwide.
Assistance to Traveling Exhibit, "Ninoy, My Hero"
Our foundation donated Php 120,000 for the above exhibit in commemoration of the death anniversary of modern-day hero, Benigno Aquino. The inter-active exhibit, inaugurated on August 23, 2011 at the SM Cultural Center at EDSA, carried the logo of our values transformation program, “Makabayang Pilipino”.
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Select photos from “Ninoy, My Hero Exhibit” and from Rupert Jacinto’s “Fabulous II” exhibit and book launch
Ad Standards Council (ASC) Consultation Sessions with Ad Foundation In response to requests of some ASC and KBP members in May, and again in August, the foundation Chairman, together with its past chairmen, held consultation meetings with some ASC, KBP and sector leaders on industry problems with the MTRCB, or with the MMDA, arising primarily from the need of guidelines for TV live reality shows, and/or the billboard/outdoor advertising, and/or ad content self-regulation issues of some media sector. The foundation ‘elders’, consonant to the foundation’s industry unity advocacy and its mandate of promoting the concept of Self-Regulation, readily shared their perspective, providing the counsel and guidelines to help the ASC and multi-sector leaders in resolving industry inter and intra-sector issues and on dialogues of concerned industry sectors/leaders with the MTRCB or MMDA Chairman. The non-partisan consultations primarily considered the sustainability of Self-Regulation as well as the well-being of the entire industry and the concerned members or industry sector(s). To promote Self-Regulation and its enhanced appreciation, the foundation has distributed copies of the "Ads & Abs" presentation materials to industry leaders, government and other entities.
Assistance to DepEd "Ten Moves" Project In response to the request of Department Secretary Luistro Armin for the assistance in its ongoing project and its need for the awareness campaign on “Sampung Piso. Sampung Buwan. Sampung-Libong Silid-Aralan”, the foundation, through the cooperation of its incumbent Vice-Chairman Meckoy Quiogue, prepared the media plan for the above. Ogilvy & Mather, Philippines did the communications program and its components. The Kapisanan ng mga Brodkaster sa Pilipinas (KBP) and GMA Network, agreed to provide the airtime for the radio and TV materials as part of their assistance program to foundation laudable partnership projects such as Ten Moves.
Involvement in Industry Special Projects Some Ad Foundation members attended the one-day "Summit on Media Responsibility and the Rights of Children" last October 2011 at the Unilab - Bayanihan Center J. Campos Hall in support of the Ad Standards Council and Kapisanan ng mga Brodkaster sa Pilipinas. Our executive director, Linda Gamboa, was also harnessed into the 22nd AdCon External Affairs (Exaff) Committee where she focused on the AdCon22 Student Volunteers recruitment-selection, accreditation and training program, and rendered Protocol services for the 22nd Ad Congress at CamSur. She further extended special assistance to our past treasurer and honorary life member, Edgar Navalta, Chairman of AdCon22 Trade Exhibit, on the inauguration of TRADEX, and to the 4 A’s, for the industry’s ARAW Creative Awards Night. 10
AUDITED FINANCIAL STATEMENTS
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Vignettes of Ad Foundation projects & activities
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FOUNDATION PROGRAMS, PROJECTS & PLANS FOR 2012:
AN OUTLOOK OF OPTIMISM & HOPE The Executive Committee formally appointed Vice-Chairman Meckoy Quiogue as Overall Organizing Chairman of the 2012 ARAW Values Awards, and KBP Vice-Chairman Butch Canoy of Radio Mindanao Network (RMN), as Overall Organizing Chairman of the 7th AdMasters Golf Championship last November 2011.
7th AdMasters
7th AdMasters Overall Organizing Chairman Butch Canoy of the KBP, with Organizing Committee members Jimmy Alanis, Jun Nicdao, Linda Gamboa, Matec Villanueva. Louie Kierulf, Louie Morales, Allen Velez, 7th AdMasters Deputy Chairman Chichi Barros, and Ways & Means Chairman Johnip Cua.
The 7th AdMasters Golf Championship will be held on April 16 at the Alabang Country Club as a foundation - KBP partnership endeavor. This year's industry-unifying tournament will also be in commemoration of the KBP’s 39th founding anniversary, a milestone on the beginning of industry self-regulation.
2012 ARAW Values Awards This year is an ARAW Values Awards season. Another fruitful partnership with ABS-CBN Broadcasting Corp., one of our founding pillars and the TV network partner for the 2012 ARAW Values Awards, is expected. A successful and values laden Awards Competition will once more enshrine the Values Awards’ emblem, “Let Filipino Values Shine”, in the same breath, that it will highlight the social responsibility of the industry and Its multi-sector members.
Foundation chairman Jun Nicdao and CSJL Rev. Fr. Rector Fernando Lana sign the AdSpeak partnership agreement for 2012 and 2013.
AdSpeak 2012 A partnership agreement with Colegio San Juan de Letran on Ad Foundation's annual AdSpeak involvement was recently signed, this time for a 2-year period. The AdSpeak Students’ Convention on Values Advertising is held in early February of every year. And this is the 7th year of our involvement in this non-profit and values oriented annual AdSpeak endeavor. For the first time, 2012 AdSpeak will include a session on “Understanding & Appreciating Industry Self-Regulation and Its Current State” by the Ad Foundation Chairman Jun Nicdao, in addition to its Values Advertising Awards show reels. 17
2012 ARAW Values Awards Organizing Committee from left to right: Vice Chairman Lorenzo L. Barros, Overall Chairman Manuel “Meckoy” Quiogue and Vice Chairman Ma. Belen M. Fernando
Makabayang Pilipino “Makabayang Pilipino” and its Intro communications campaign, "Panatang Makabayan", will be sustained. Preparations for its sustaining phase, focused on positive values promotion for social changes and nation-building, will be pursued under the stewardship of Louie Morales. Additional industry associations and members are also expected to join the “Makabayang Pilipino” consortium.
Airtime Donations Initiatives, in partnership with friends from the media specialists, advertising agency, and advertiser sectors, will continue for the cash-conversion of some P 3. 5 M worth of TV and radio airtime donations. Our Ways & Means Committee will greatly appreciate the support of PANA, AAAA-P, and MSAP members to convert the above into cash for the foundation’s sustainability in the months ahead.
EDC 2012 Seminar Workshop on IMC The Educational Development Committee (EDC) is planning another round of seminar-workshops In marketing communications. Greatly inspired by the outcome of “Ads & Abs” in August 2011 and the clamor of the educators and students, EDC co-chairmen Bong Osorio and Lito Yabut are envisioning more meaningful programs for longterm educational and industry development. In close partnership with foundation Pillars, our associationmembers, C. Remonde Foundation the academe In marketing communications, and other industry "umbrella" bodies such as the Ad Standards Council (ASC) and the AdBoard, the EDC plans will be highly workable and readily implementable.
“Panatang Makabayan”, is the Intro phase of “Makabayang Pilipino” with its ongoing multimedia communications campaign on radio, TV, print, and promo collaterals.
Ad Foundation, as the 3rd peg of Self-Regulation, will definitely continue its developmental oriented programs, values advocacy projects, and social marketing activities for the well-being of the Philippine marketing communications industry, its members and its stakeholders. For as long as Ad Foundation has a highly committed, unified board and a dedicated team of co - “workhorses”, who can partner with equally committed corporate advertisers and industry members with a deep sense of corporate social responsibility, the Ad Foundation role and tasks will be “doable”.
Membership Committee Endorsements The Committee endorsed the membership of the Media Specialists Association of the Philippines (MSAP), upgrade of RMN to Life Benefactor, and approval of some corporate entities as Sustaining Members, for their continuous support to the foundation and its programs. Hence, an increase of foundation members for 2012.
With fervent hope, our 23-year old, social development institution will be able to weather through its financial constraints and the possible impact of the current global economic meltdown. Ad Foundation’s non-partisanship and compassion, together with the unity and positive outlook of all its members, will certainly enable the institution to cope with the many challenging days ahead. 18
ACKNOWLEDGMENTS Social Communications Unit (SCU) - "Makabayang Pilipino" Core Grp. Chairman
Joey Avellana
President; Avellana & Associates
4 A’s
Vice-Chairman
Eric S. Canoy
President; RMN Board Chairman; IBC - 13
KBP Founding Pillar
Members
Antonio R. Samson
Chairman & CEO; DDB Phils.
Honorary Life Member
Luis J. Morales
Chairman; Image Dimensions
Honorary Life Member
Johnip G. Cua
Board Director; Macroasia Corp.
Honorary Life Member
Jose Rafael Hernandez
Board Director; IBC - 13
Honorary Life Member
Ruperto S. Nicdao, Jr.
President; MBC
Life Benefactor
Linda C. Gamboa
Executive Director; Ad Foundation
Charter Member
Educational Development Committee (EDC) Overall Chairman
Ramon “Bong” Osorio
VP; Corp. Comm. UST - VisComm
Academe
Co-Chairman
Joselito G. Yabut
Mng. Dir.; A. Yabut Mgt. & Dev’t. Corp.
Founding Pillar
Ex-Officio Members
Ruperto S. Nicdao, Jr. Linda C. Gamboa
AdSpeak Students' Convention on Values Advertising Organizing Committee :
Dean Rowena C. Reyes
Dean; CSJL –MassCom
Academe
Eleanor Agulto
Faculty; CSJL –MassCom
Academe
Ruperto S. Nicdao, Jr.
Chairman; Ad Foundation
KBP
Allen S. Velez
Comptroller; Ad Foundation
ASAP
Linda C. Gamboa
Exec. Dir.; Ad Foundation
"Ads & Abs; the Lean Six Sigma Way" Serminar-Workshops Chairman
Ramon “Bong” Osorio
Board Member; Ad Foundation
Academe
Co-Chairman
Joselito G. Yabut
Board Member; Ad Foundation
Founding Pillar
Program Design & Consultant
Susan T. Dimacali
Chairman; DimSu Consultancy Chairman; C. Remonde Foundation
Honorary Life Member
Members & Sub-committee Heads: Ways & Means
Hermie de Leon
President; Omnicom Media Grp
Honorary Life Member
Creative
Ed Estrada
VP; Image Dimensions, Inc.
Sustaining Member /4 A’s
Nicolette Mallari
Resident Graphic Designer
ASAP
Allen Velez
Chairman; ASAP President; Events Pool, Inc.
ASAP Sustaining Member
Vince Reyes
Mng. Dir.; Executive Decisions Inc.
ASAP & Sustaining Member
Information & Promotions
Jay Sarmiento
Mgr.; Corp. Comm – The Philippine Star
Life Benefactor & UPMG
Admin & Logistics
Linda Gamboa
Exec. Director; Ad Foundation
Seminar Convenor
Norelyn Babiera
VP; Fiera de Manila
Production
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ASAP
Industry Development Committee (IDC) Overall Co-Chairmen
Ma. Teresa D. Villanueva
Chairman & CEO; Publicis-Manila Board Member; Ad Foundation
4 A’s
Isagani Yambot
Board Secretary; Phil. Press Institute Publisher; PDI Board Member; Ad Foundation
PPI
Special Projects Committee (SPC) Overall Chairman
Allen S. Velez
Chairman; ASAP Comptroller; Ad Foundation
ASAP
Vice- Chairmen
Tessie C. Howard
Chairman; IBA Board Member; Ad Foundation
IBA
Pepito S. Olarte
VP - Advertising; PDI Board Member; Ad Foundation
UPMG
Industry Memorial Mass - C. Remonde 1st Death Anniversary Co-Chairmen
Joselito G. Yabut
KBP
Allen Velez
ASAP
Linda Gamboa
Ad Foundation
Susan Dimacali
DimSu Consultancy & Cerge Remonde Foundation
Foundation Office Inauguration & Blessing Chairman
Allen S. Velez
Comptroller; Ad Foundation
ASAP
Co-Chairman
Joselito G. Yabut
Board Member; Ad Foundation
Founding Pillar & KBP
Vice-Chairman
Tessie C. Howard
Chairman; IBA Pres.; Airtime Mrktg
IBA
Creative Head:
Nicolette Mallari
Resident Artist
ASAP
Production & Technicals
Vince Reyes
Executive Decisions, Inc.
Sustaining Member & ASAP
Information & Promotions
Jay Sarmiento
The Philippine Star
Life Benefactor & UPMG
Lizelle G. Maralag
Pres. & COO; GMA Network Mrktng & Prod’n
Founding Pillar
Food & Phys. Arrangements
Cherry P. Salazar
President; G.A. Printing
Varick Ong
President & GM; Clear Channels
Linda Gamboa
Executive Director; Ad Foundation
Admin/Logistics & Protocol
Ways & Means Committee (WMC) Overall Chairmen
Ernesto R. Alberto
SVP; PLDT Board Member; Ad Foundation
Founding Pillar
Vice- Chairmen
Ma. Belen M. Fernando
VP - Mrktng; Alaska Milk Corp.
Founding Pillar & PANA
Hermie de Leon
President; Omnicom Media Group
Honorary Life Member & MSAP
Raul S. Alvarez
AVP - Retail Marketing Services; PLDT
Founding Pillar & PANA
Membership Committee Chairman
Jose Rafael Hernandez
Board Member; IBC-13
Honorary Life Member
Co-Chairman
Herman Z. Basbaño
SVP & COO; Newsounds Broadcasting/Bombo Radyo
Sustaining & KBP
Member
Linda C. Gamboa
Exec. Director; Ad Foundation
Charter Member
Social Research & Development Committee (SDRC) Co-Chairmen
Members
Carole Ann Sarthou
Mng. Dir.; Ipsos Phils. Treasurer; MORES
MORES
Dodie C. Lucas
Former Treasurer; Ad Foundation
Honorary Life Member
Gerald “Jay” Bautista
Media Director; Nielsen’s
MORES
Angela Lacson
Consultant; Leo Burnett Manila
MORES & Academe
2010 ARAW Values Advertising Awards Organizing Committee Manuel P. Quiogue
CEO & Country Head; GroupM Vice-Chairman; Ad Foundation
Honorary Life Member
Lorenzo L. Barros
SVP & Head; Int’l Mrktng Unilab Int’l Rel’ns Officer; Ad Foundation
Founding Pillar
Ma. Belen M. Fernando
VP - Mrktng, Alaska Milk Board Member; Ad Foundation
Founding Pillar
Consultant
Johnip G. Cua
Board Director; Macroasia Corp. IPC & Adviser; Ad Foundation
Honorary Life Member
Finance
Ruperto S. Nicdao, Jr
President; MBC
Life Benefactor
Overall Chairman Deputy Chairmen
Rules Committee Chairman
Nonna Nañagas
President; Dentsu Phils.
4 A’s & Sustaining Member
Co-Chairman
Randy Aquino
Country Head; Ogilvy & Mather-Phils
4 A’s & Sustaining Member
Members
Rudy Villar, Jr.
SAVP; SM Dev’t. Corp.
PANA
Golda Roldan
VP-Accounts; Leo Burnett Manila
4 A’s
Mitos Borromeo
Mngt. Consultant; WPP
4 A’s
Gigi Garcia
VP-Accts; Ace Saatchi & Saatchi
4 A’s
Mickey de Castro
VP; Dentsu Phils.
4 A’s
Omel Querijero
GM; Maxus Phils.
MSAP
Photos on the multi-faceted foundation programs, projects and activities in 2010 to 2011
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Ways & Means Co-Chairmen
Hermie de Leon
President; Omnicom Media Grp.
Hon. Life Member & MSAP
Blen M. Fernando
VP-Marketing; Alaska Milk Corp. Board Member; Ad Foundation
Founding Pillar
Creative Committee: Chairman
Merlee D. Jayme
Chairman & CEO; DM9JaymeSyfu
4 A’s & Sustaining Member
Production Co-Chairmen Members:
Allen S. Velez
Board Chairman; ASAP
ASAP
Vince S. Reyes
Mng. Dir.; Executive Decisions
ASAP
Amrei C. Dizon
GM & Creative Director; Vitalstrats Creative Solutions
ASAP
Cherry P. Salazar
President; G.A. Printing
ASAP
Information & Promotions Co - Chairmen
Lucien Dy-tioco
VP & Head - Advertising; The Philippine Star
Life Benefactor & UPMG
Jay Sarmiento
Mnger; Corp. Comm.; The Philippine Star
Life Benefactor & UPMG
Website Mgr.
Dome Pili
ITC, Ads & Promotions; MBC
Life Benefactor
Liaison
Linda Gamboa
Executive Director; Ad Foundation
Members
Special Concerns & Auxiliary Projects Chairman
Robert Labayen
VP & Head; Creatives ABS-CBN Broadcasting
Founding Pillar & KBP
Awards Night Staging & TV Special Chairman
Chit Guerrero
VP & Head; Spl. Projects ABS-CBN Broadcasting
Director
Alco Guerrero
ABS-CBN
Founding Pillar
Admin & Logistics Chairman
Linda C. Gamboa
Executive Director; Ad Foundation
6th AdMasters Organizing Committee Overall Chairman
Carlo S. Llave
President; The Fourth Dimensions Board Member: Ad Foundation
Sustaining Member & OAAP
Co - Chairmen
Butch S. Canoy
VP & GM; RMN Vice - Chairman; KBP
Sustaining Member & KBP
Chichi L. Barros
SVP & Head - Int’l Mrktng; UNILAB
Founding Pillar
Ways & Means Co - Chairmen
Johnip S. Cua
Imm. Past Chairman & Adviser; Ad Foundation Hon. Life Member
Chichi L. Barros
Int’l Rel’ns Officer; Ad Foundation
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Founding Pillar
The 6th AdMasters Ceremonial Tee-off led by Overall Organizing Chairman, Carlo Llave, with industry leaders and tournament co-presentors and special guest, PCOO Secretary Coloma. (L-R): Ricky Alegre, Ed Acosta, Butch Canoy, Carlo Llave, Gabby Lopez, Sec. Coloma, Jun Nicdao, Louie Morales, Eric Canoy and Gil Yuzon.
Rules Committee Co-Chairmen
Manny Luzon
GM; Progressive Broadcastng - Big & Win Radios
Sustaining Member & KBP
Lorna L. Tabuena
CEO Partner; Provil, Inc.
Sustaining Member & ASAP
Jimmy Alanis
Tournament Director
Hon. Life Member
Creative - Production Chairman
Ed Estrada
VP - Accts; Image Dimensions, Inc.
Vice-Chairman
Linda Gamboa
Exec. Dir.; Ad Foundation
Sustaining Member & 4A’s
Programs Committee Chairman
Matec D. Villanueva
Chairman & CEO; Publicis-Manila
4 A’s
Information & Promotions Co-Chairmen
Ricky Alegre
VP - Corp. Affairs; BusinessMirror
UPMG & Sustaining Member
Jay Sarmiento
Mger- Corp. Comm; The Philippine Star
Life Benefactor & UPMG
Admin & Logistics Co-Chairmen
Louie Kierulf
President; SilverStar Communications
Linda C. Gamboa
Exec. Dir.; Ad Foundation
Registration & Scoring Neneng Palmares & ACC Staff
Alabang Country Club(ACC)
AdMasters Oversight Committee Head
Ruperto S. Nicdao, Jr.
Chairman; Ad Foundation
Members
Manuel P. Quiogue
Vice-Chairman; Ad Foundation
Luis J. Morales
Founding Chairman; Ad Foundation
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Sustaining Member & IBA
Petron
The future began yesterday PAGCOR’s history of giving can be traced a few decades back.Today, PAGCOR has not only built a name as one of the major revenue sources of the government, it also stands out as its biggest donor. PAGCOR’s help cuts across all classes and sectors of society, as it seeks to make a difference in the lives of communities it serves. Orphans, sick people, the elderly, would-be entrepreneurs, victims of calamities and athletes are just among the beneficiaries of PAGCOR’s all-encompassing reach. In the coming years, PAGCOR will continue to carry out its mission tirelessly as it showcases the Philippines to the world as a tourism hotspot and helps make the country a better place to live in, for all generations of Filipinos. www.pagcor.ph
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Highlights of the induction of the incumbent foundation board of trustees and officers last October 21, 2010 at the Manila Polo Club also featured the presentation of the foundation’s Gintong Haligi Awards for Social Marketing to deserving CSR projects and individuals for the second time since the awards program’s commencement in 1995, championed then by foundation Chairman Wally Reyes and incumbent Membership Committee Chairman Ernie Hernandez. Former foundation Chairmen Antonio Samson and Johnip Cua were honored as Gintong Haligi - Individual awardees as well as winning projects of the Eleksyonista Festival, “Hara Bira. Halalan Na” voters education program.
FACTS & DATA ON AD FOUNDATION The Advertising Foundation of the Philippines, Inc. (Ad Foundation) is the social development institution of the advertising and marketing communication industry organized to promote its social responsibility. Dubbed as the industry’s “social conscience”, the non-partisan Ad Foundation has certified special status. * Not-for-profit & non-stock corporation SEC - registered * Tax - exempt Donee Institution ( BIR no. 2306 ) * Business League ( DOF - BIR S - 26 - 171 - 94 ) * Non - VATable registered organization (BIR 96-048-03836) Incorporated in 1988 and approved by the SEC on January 16, 1989, it was launched on August 31 of the same year, together with a fund drive for its start up. Ad Foundation commenced operations on July 15, 1990 through the generous help of its Founding Pillars. Since then, the Ad Foundation had accomplished more than 280 advocacy and social marketing projects of benefit to industry, the general consuming public and all its stakeholders. Vision:
Mission:
A socially responsible industry subscribing to self - regulation CARES for the PUBLIC GOOD, and through ADVERTISING and MARKETING COMMUNICATIONS that promote Filipino values for positive social changes, assist in nation-building, render public service, and effectively reach out and influence the masses for the well-being of industry, community, people, and country.
* Maximize the development of the industry and its allied fields
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* Promote the social responsibility of the industry * Promote the interest of the industry and the general consuming public by supporting continuing efforts of self regulation
An event of Generosity: The induction was sponsored by ABS-CBN; industry pillar Greg Macabenta, Chairman of the Federation of Fil-American Associations of the of the Americas, did a fund drive in U.S.A. for the 2nd Gintong Haligi Recognition Awards in Social Marketing.
Ad Foundation Members The Foundation has a membership mix of business entities, trade associations, academe in marketing communications, and select individuals that constitute its four (4) membership categories Life Benefactors / Founding Pillars : Business entities responsible for the start up and sustained operations of Ad Foundation through their donations, consisted of the Founding Pillars and P 1.0 M contributors to the Foundation Endowment Fund.
* San Miguel Corp. * PLDT * Procter & Gamble Phils * United Laboratories, Inc. * Unilever Phils., Inc. * Nestle Phils., Inc. * Kodak Phils. * Gen. Milling/ Alaska Milk Corp * Coca - Cola Bottlers Philippines * Asia Brewery Inc. * A. Yabut Dev't. & Management Corp.
* GMA Network /RBS * United Coconut Planters Bank * Inter - Continental Broadcasting Corp. * Assumption College * Development Bank of the Philippines * ABS-CBN Broadcasting Corp/ Roadrunner Network Inc. * Manila Bulletin * Magnolia Corp. * Manila Broadcasting Company * The Philippine Star
Association - Members : Eleven (11) Industry professional / trade organizations
• Association of Accredited Advertising Agencies - Philippines ( 4 A's ) • Advertising Suppliers Association of the Philippines ( ASAP ) • Cinema Advertising Association of the Philippines ( CAAP ) • Independent Blocktimers Association of the Philippines ( IBA ) • Kapisanan ng mga Brodkaster sa Pilipinas ( KBP ) • Marketing & Opinion Research Society of the Philippines ( MORES ) • Outdoor Advertising Association of the Philippines ( OAAP ) • Philippine Association of National Advertisers ( PANA ) • Philippine Press Institute ( PPI ) • United Print Media Group ( UPMG ) • Media Specialists Association of the Philippines ( MSAP )
Sustaining Members : Project cooperators and academe in marketing communications; a total of 55
• Business entities, 50 Foundation project cooperators / collaborators • Academe in advertising and marketing communications
Honorary Life Members : composed of Foundation incorporators as Charter members, past Ad Foundation Chairmen, board members and officers, and deserving individuals with invaluable contributions to the Foundation, as endorsed by the Membership Committee and as approved by the Board of Trustees.
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Incumbent Ad Foundation Board of Trustees & Executive Officers Executive Committee Chairman
Ruperto S. Nicdao, Jr.
President; MBC President; KBP
Vice-Chairman
Manuel P. Quiogue
Chairman & CEO; GroupM Chairman; MSAP
Board Secretary
Eugenio L. Lopez III
Chairman & CEO; ABS-CBN Broadcasting Corp.
Treasurer
Miguel G. Belmonte
President & CEO; The Philippine Star
Comptroller
Allen S. Velez
Chairman of the Board; ASAP President; Events Pool, Inc.
Int’l Relations Officer
Lorenzo L. Barros
SVP & Head - Int’l Marketing; United Laboratories, Inc.
Public Relations Officer
Lizelle G. Maralag
President & COO; GMA Network Marketing & Productions, Inc.
Chairman: Membership
Jose Rafael Hernandez
Board Director; IBC-13
Co-Chairman
Herman Z. Basbaño
Chairman; KBP SVP & COO; Newsounds/Bombo Radyo
Asst. Board Secretary
Linda C. Gamboa
Executive Director; Ad Foundation
Ex-officio Member
Johnip G. Cua
Immediate Past Chairman; Ad Foundation Board Director; Macroasia Corp. & BDO
Board Advisers
Antonio R. Samson
8-Term Chairman; Ad Foundation Chairman & CEO; DDB Phils.
Luis J. Morales
Founding Chairman: Ad Foundation Chairman; Image Dimensions, Inc.
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Board of Trustees Ruperto S. Nicdao, Jr.
President; Manila Broadcasting Company President; KBP
Manuel P. Quiogue
Chairman & CEO; GroupM - Philippines
Eugenio L. Lopez III
Chairman & CEO; ABS-CBN Broadcasting Corp.
Miguel G. Belmonte
President & CEO; The Philippine Star / Star Group of Publications
Allen S. Velez
Chairman of the Board; ASAP President; Events Pool, Inc.
Lorenzo L. Barros
SVP & Division Head - Int’l Marketing; United Laboratories, Inc.
Lizelle G. Maralag
President & COO; GMA Network Marketing & Productions, Inc.
Jose Rafael S. Hernandez Board Director; IBC-13 Ma. Belen M. Fernando
VP - Marketing; Alaska Milk Corp.
Ernesto R. Alberto
SVP & Head; Marketing Services, PLDT
Paciencia M. Pineda
EVP for Advertising; Manila Bulletin
Joselito G. Yabut
Mng. Director; A. Yabut Mgt. & Dev’t Corp
John D. Rojo
Immediate Past President; PANA VP - Marketing; BayanTel Communications
Ma. Teresa D. Villanueva
Chairman & CEO; Publicis - Manila Adviser; 4 - A’s Phils.
Jose Y. Sy
President; CAAP President; FilmAds, Inc.
Tessie Celestino Howard
Chairman; IBA President & CEO; Airtime Marketing, Inc.
Carole Ann Sarthou
Treasurer; MORES Managing Director; Ipsos Phils. Inc.
Carlo S. Llave
Adviser; OAAP President & CEO; The Fourth Dimension
Isagani Yambot (+)
Board Secretary; Philippine Press Institute Publisher; Philippine Daily Inquirer
Pepito S. Olarte
Immediate Past President; UPMG VP & Head for Advertising; Philippine Daily Inquirer
Ramon R. Osorio
Lecturer; UST - VISCOMM VP - Corp. Affairs; ABS-CBN Broadcasting Corp.
(+) Deceased: May 2012
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Program Committees Industry Development Committee (IDC)
Matec D. Villanueva John D. Rojo
Educational Development Committee (EDC)
Ramon “Bong” Osorio Joselito G. Yabut
Social Communications Unit (SCU)
Joey B. Avellana Eric S. Canoy
Social Research & Development Committee (SDRC)
Carole Ann Sarthou Jose Y. Sy
Sectoral Outreach Committee (SOC)
Paciencia P. Pineda Pepito S. Olarte
Special Projects Committee (SPC)
Allen S. Velez Tessie Celestino Howard
Other Working Committees Endowment Funds
Johnip G. Cua Antonio R. Samson Luis J. Morales
Ways & Means Committee (WMC)
Herminia P. de Leon Raul S. Alvarez Ma. Belen M. Fernando Ernesto R. Alberto
AdMasters Golf Championship
Butch S. Canoy; Chairman Lorenzo L. Barros; Deputy Chairman Carlo S. Llave; Oversight Jun S. Nicdao; Oversight
2010 ARAW Values Awards
Manuel P. Quiogue; Overall Chairman Lorenzo L. Barros; Vice-Chairman Ma. Belen M. Fernando; Vice-Chairman Gabby L. Lopez; ABS-CBN, TV network partner
Membership Committee
Jose Rafael S. Hernandez Herman Z. Basbaño Linda C. Gamboa
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Sponsors & Cooperators Year-end 2011 Foundation programs, projects, and activities for last year were made possible through the invaluable support of and partnerships with these sponsors, donors, and cooperators: I. Broadcast Media 1. ABS - CBN Broadcasting Corp. 2. Manila Broadcasting Company 3. GMA Network 4. Radio Mindanao Network 5. Progressive Broadcasting 6. NewSounds/Bombo Radyo 7. IBC - 13 8. RPN - 9 9. ABC-TV5 10. PTV 11. All the KBP member - radio networks/stations II. Print Media 1. Manila Bulletin 2. The Philippine Star 3. Business World 4. Philippine Daily Inquirer 5. BusinessMirror 6. Manila Standard Today 7. Malaya/Business Insight 8. Manila Times 9. Journal Group 10. Adobo magazine III. Corporate Advertisers 1. United Laboratories, Inc. 2. Procter & Gamble (Dist.) Phils. 3. PLDT 4. Nestle Philippines, Inc. 5. Alaska Milk Corporation 6. Unilever Philippines, Inc. 7. San Miguel Corporation 8. Philippine Airlines (PAL) 9. Golden Arches Dev't Corp./ McDonald’s 10. Samsung Electronics Phils., Inc. 11. Johnson & Johnson Phils. 12. Hewlett Packard 13. Jollibee Food Corp. 14. Petron Corp. 15. Pascual Laboratories, Inc. 16. Splash Corporation 17. Philippine Amusement & Gaming Corp. (PAGCOR) 18. The Coca-Cola Export Corporation 19. Macroasia Corporation 20. Emperador Distillers, Inc.
21. Asia Brewery, Inc. 22. Colgate Palmolive Phils. 23. Planters Development Bank 24. Philippine Seven Corporation 25. Universal Robina Corporation 26. Globe Telecom 27. Monde Nissin 28. Red Ribbon 29. SMART Communications 30. San Miguel Brewery, Inc. 31. In-a-Jiffy Enterprises IV. Advertising & Media Specialist Agencies 1. Avellana & Associates 2. Image Dimensions, Inc 3. Ogilvy & Mather, Phils. 4. Dentsu Phils. 5. DM9JaymeSyfu 6. GroupM 7. Omnicom Media Group 8. Phd Media Network 9. McCann World Group 10. Ace Saatchi & Saatchi 11. DDB Phils. 12. Publicis - Manila 13. ZenithOptimedia, Phils., Inc. 14. TBWA\Santiago Mangada Puno 15. Campaigns & Grey 16. BDO/Guerrero 17. Well Advertising, Inc. V. Advertising Production Services & Talents 1. Events Pool, Inc. 2. Executive Decisions, Inc. 3. VideoSonic, Inc. 4. Abracadabra 5. Nicolette Mallari 6. Edgar Navalta 7. Clear Channels 8. Vitalstrats Creative Solutions 9. G.A. Printing 10. Calypso Printing 11. Provil, Inc. 12. Forsc Inc. 13. Fiera de Manila 14. Mario Babiera/Photosynthesis, Inc. 15. AdMan Resources 16. Crystal Catz 39
17. DinsMor Promotions 18. Jun Tapan 19. Hit Productions, Inc. VI. Other Foundation & Industry Members
1. The Fourth Dimension 2. SilverStar Communications, Inc. 3. A. Yabut Mgt. & Dev't. Corp. 4. Golf Directory - Philippines 5. Corporate Image Direct 6. United Neon 7. Airtime Marketing, Inc. 8. Ipsos Phils. 9. Nielsens Phils. 10. Media Consultants, Inc. /CNN VII. Associations, Program/Project Partners, & Cooperators 1. Kapisanan ng mga Brodkaster sa Pilipinas (KBP) 2. Philippine Association of National Advertisers (PANA) 3. Advertising Suppliers Association of the Philippines (ASAP) 4. United Print Media Group (UPMG) 5. Philippine Press Institute (PPI) 6. Ad Standards Council (ASC) 7. Presidential Communications Operations Office (PCOO) 8. Association of Accredited Advertising Agencies - Phils. (4 A’s) 9. Outdoor Advertising Association of the Phils. (OAAP) 10. Marketing Opinion Research Society of the Phils. (MORES) 11. Independent Blocktimers Association of the Phils.(IBA) 12. Philippine Bureau of Broadcast Services 13. Colegio San Juan de Letran 14. Cerge Remonde Foundation 15. Teen Dynamics, Inc. 16. Bayanihan Center 17. Punongbayan & Araullo 18. Federation of Fil-Am Associations of the Americas/Greg Macabenta
EVENTS POOL AD
Vitalstrats Ad
Printing Press AD
ASAP AD
Notes of Gratitude The Advertising Foundation of the Philippines is deeply grateful to these various individuals, organizations and entities for extending their wholehearted support to this Annual Report project, that ‘encapsulized’ the Ad Foundation programs, projects and activities for the year past and provided as well a perspective on its forthcoming endeavors in 2012. 1. Advertising Suppliers Association of the Philippines (ASAP), its incumbent leaders Allen Velez and Roy del Valle, with its board of directors, for readily accepting the Ad Foundation partnership proposal for this Annual Report for year-end 2011. 2. VitalStrats Creative Solutions, with Amrei Dizon at its helm, for the creative design, tedious lay-outing, and tireless art direction of the Annual Report, melding together textual and visual contents that captured the “heart and soul” of the institution, this time, with a “youthful” look. 3. Executive Decisions, Inc., headed by Vince S. Reyes, for the generous assistance in reproducing all the photo materials and assisting as well on simultaneous planning, organizational and other completion needs of the Annual Report, at the same time, serving as the undaunted and meticulous critic on the Annual Report’s design and editorial contents. 4. The Ad Foundation Life Benefactors/Founding Pillars, most particularly, ABS-CBN Broadcasting Corporation, A. Yabut Management & Development Corp., Development Bank of the Philippines (DBP), GMA Network, Manila Broadcasting Company (MBC), Manila Bulletin, Radio Mindanao Network (RMN), The Philippine Star, and United Laboratories, Inc. and Sustaining Members ABC-TV5, Petron Corporation, Philippine Amusement & Gaming Corp. (PAGCOR), Primax Broadcasting, Clear Channels, Events Pool, Inc., Noisy Neighbors, Inc., and Straight Shooters Media/UNITEL Productions, for their immediate and favorable response to the call for ad support, that provided the funding for the Annual Report’s production. 5. The pool of photo editors of VitalStrats Creative Solutions — W illiam Manalang, Louie Buñag and Manuel Mesina III, for the tenacious selection and editing of all the documentation photos on various foundation projects and activities, captured from the photographic lens of Mario Babiera of Photosynthesis, Inc. and Jun Tapan of Tapan Photography, that recorded the foundation multi-faceted milestones from October 2010 to early February 2012. 6. The research pool of Ad Foundation’s lean and mean secretariat staff, Eduardo Ibañez and Vicente Mendoza, who did the rigid search among the Ad Foundation files of reports, photos and other materials, with the kind assistance of Jenny Hipolito of Executive Decisions on the data collation requirement. 7. The generosity of Joey Avellana of Avellana & Associates, and renowned portraitist Rupert Jacinto, for the loan and use of their photo collections on two foundation-assistance projects, “Ninoy, My Hero” and “Fabulous II” exhibit and book launching, respectively. 8. The printing facilities, management and staff of G.A. Printing, headed by Cherry Pelaez-Salazar, for extending the non-commercial rates to the foundation and ensuring the quality production of this Annual Report. 9. The Special Projects Committee (SPC) - Annual Report Core Group chaired by foundation Comptroller Allen Velez, and composed of ASAP President Roy Vincent del Valle, and ASAP board directors Vince Reyes and Amrei Dizon, Jenny Hipolito, and William Manalang as members, for their talents, services and time, pro bono, on this project. 10. The foundation executive director Linda Gamboa, for her insights on the project; for her organizational and time-management prowess that enabled her to focus on this project as well as on other foundation priority programs in-progress; for her writing and editorial skills that always captured the essence of Ad Foundation; and most importantly, for her capabilities and tenacity in harnessing together talents, services, and other resources, to include the funding requirement for the project within the time constraints. 11. And lastly, to these foundation executive officers, particularly its Chairman Jun Nicdao, Comptroller Allen Velez, and Public Relations Officer Lizelle Maralag, for their unwavering support and dedicated commitment to the foundation and this project among others, that inspired the young and new set of Special Projects Committee - Annual Report Core Group and provided as well the needed moral boost to the new foundation secretariat staff and SPC team players.
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PUBLICATION & PUBLISHER'S CREDITS Editorial Board:
Ruperto S. Nicdao, Jr.; Foundation Chairman of the Board
Lizelle G. Maralag; Foundation PRO Linda C. Gamboa; Foundation Asst. Board Secretary & Executive Director Allen S. Velez; Foundation Comptroller Vince S. Reyes; Vice-President (Membership) - ASAP
Editor: Linda C. Gamboa Design & Art: Vitalstrats Creative Solutions Creative Director: Amrei Dizon Graphic Designers & Photo Editors: William Manalang Louie Bu単ag Manuel Mesina III Editorial Assistant: Maria Teresa Joson
Contributing Photographers:
Mario Babiera; Photosynthesis, Inc.; ASAP Jun Tapan; Tapan Photography
Contributors:
Joey Avellana; Avellana & Associates Rupert Jacinto; Portraitist
Printer: G.A. Printing Research Staff Assistants:
Eduardo Iba単ez; Ad Foundation Secretariat Vicente Mendoza; Ad Foundation Secretariat Jenny Hipolito; Executive Decisions, Inc. Coordinator
Publisher: Advertising Foundation of the Philippines, Inc. (Ad Foundation), in partnership with Advertising Suppliers Association of the Philippines (ASAP)
Bibliography: 1. Primer of Advertising Foundation of the Philippines; 1st-3rd editions; 2009-2010. 2. Ad Foundation Project Master Folders on "Makabayang Pilipino", Gintong Haligi Awards in Social Marketing, 6th Admasters Golf Championship, AdSpeak 2010-2011, 2010 Foundation Induction of Board of Trustees & Officers, & Foundation Assistance projects for 2010 to 2011; Foundation Secretariat files. 3. Ad Foundation Master & Project Files; ARAW Values Advertising Awards (2006 & 2008) and 2010 ARAW Values Advertising Awards files; Foundation Secretariat. 4. Ad Foundation Meeting Minutes of the Executive Committee and Program Committees, and Working Committee Reports; 2010-2011; Ad Foundation Secretariat files. 5. Quote Ad Foundation as "Bastion of Work Ethics", from Paciencia Pineda, EVP for Advertising, Manila Bulletin; 2006 Ad Foundation mini-survey. 6. Quote "Where Advertising is for the Public Good" from Luis Morales, Ad Foundation Founding Chairman; StarWeek, "Where Advertising Cares"; December 1990. Annual Report for Year-end 2011; Advertising Foundation of the Philippines, Inc.; July 2012; Makati City, Philippines. 50