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Message of the
Chairman
Because of its pervasiveness and its persuasive character, advertising in all its form is a very powerful tool in influencing personal value and social behavior. As such, it has been criticized for creating aspirational stereotypes and promoting materialism among consumers. While the main objective of advertisers is to sell their products or ideas associated with their brands, more and more of them realize that promoting positive values would create more acceptance and perhaps, excitement among consumers. The ARAW Values Advertising Award aims to promote the incorporation of positive values in the way advertisers communicate to their target consumers. The record number of entries participating in this year’s competition is indeed an indication that more advertisers believe in the positive impact of values-laden advertising. As the advocacy arm of the Philippine advertising industry the Ad Foundation of the Philippines is proud that through the Araw Values Awards, it is able to fulfill its mission of promoting Filipino values for positive social change and assisting in nation-building. To all the winners this year, congratulations!
Ruperto “Jun� S. Nicdao, Jr.
Chairman of the Board Advertising Foundation of the Philippines
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Message of the
ARAW Values AwardS
Overall Chairman
Once again we hold our biennial Araw Values Awards, an award that is the only one in the world that focuses not only on trying to sell products and services but also seeks to promote seven Cornerstone values espoused by the Ad Foundation and by the industry. These are values we feel are important in promoting among the recipients of our messages. This is the 8th Araw values awards, and we are happy to note that this year we received the most number of entries in the history of the competition. This is because more and more brands are getting into values-oriented advertising, because advertisers have come to recognize that values-oriented advertising not only help the image of their products but actually also help sell their products. To all the advertisers, agencies, suppliers and students who submitted entries in the competition, our profound gratitude for helping the foundation in this worthy project. May you continue to imbue your advertising with values promotion to help our countrymen become better citizens and help build a better Philippines.
Manuel “Meckoy� P. Quiogue Overall Chairman 2012 ARAW Values Advertising Awards
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Profile OF THE 2012 ARAW VALUES AWARDS This industry once-every-two-years’ Values Awards program is on its 8th implementation season this year since its birth in 1998. The Advertising Foundation of the Philippines focused on the Values Awards multi-faceted requirement, a foundation flagship project since 2006, appointing incumbent foundation Vice-Chairman, Manuel “Meckoy” P. Quiogue, as the Overall Chairman of the 2012 ARAW Values Advertising Awards Organizing Committee on September 9, 2011. The foundation Executive Committee formalized the above, together with the appointment of 2012 ARAW Values Awards co-ViceChairmen, foundation International Relations Officer Lorenzo “Chichi” L. Barros and Board Member Ma. Belen M. Fernando last November 2011. And thus, the 2012 ARAW Values Awards Executive Committee was in place to address the policy-and-directional setting requirement of the awards program and initiate as well the creation of the various working committees, harnessing together a corps of volunteers from the multi-sector industry and foundation memberships with a keen passion for values oriented advertising and social marketing endeavors.
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Meckoy Quiogue, Chairman & CEO of Group M - Philippines, was also the Overall Chairman of the 7th ARAW Values Awards in 2010. His stewardship of the last awards program and the 2010 Organizing Committee was highly successful for this16-year old industry biennal program. His team refined the Competition Rules with its expanded coverage, improved the Jury System, implemented a thematic and highly visible information and promotional campaign, and generated the desired program impact and net revenue goals. Meckoy’s organizational, brand development and marketing management expertise that garnered for him a number of marketing achievement awards in the past with his renowned integrity and credibility as an industry leader over the years, greatly helped attain the ARAW Values Awards thrusts as a novel awards program in the country, and for that matter, in the entire world. The organizational needs of the 2012 ARAW Values Awards Organizing Committee such as the committee’s structured composition, policy-and-directional setting and plans were managed by March and completed by mid-April. Thereafter, the select corps of volunteers immediately focused on the milestones for a values laden, responsive and more relevant Values Awards program for 2012.
The 2012 ARAW Values Awards Components: The Industry and its Expanding Social Responsibility The 2012 ARAW Values Awards thrusts are 5 - pronged. z Enhance further the ARAW Values Awards stature and status as an industry biennial program and as a foundation flagship project z Promote values advertising in the marketing communications industry z Inculcate positive Filipino values vital to social changes as imperatives for nation-building z Promote the industry’s social responsibility, and of import, the Advertising Foundation as the 3rd peg of Self-Regulation z Generate net revenues for the foundation sustainability and continuous pursuit of advocacy and social marketing endeavors
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The ARAW Values Advertising Awards principal components were the Competition for values oriented Branded Communications and Advocacy/Institutional Advertising materials and the Awards Night in its early years. In 2002, it included an exhibit in select urban sites and a delayed telecast special. The telecast special was sustained in 2002 and thereafter, since the turnover of the Awards program by the AdBoard to the Ad Foundation in April 2006. From 2006 to 2010, the components of the biennial industry Values Awards were further enhanced by Ad Foundation for high impact and visibility. And this year, the enrichment of the Values Awards is sustained, inspired further by the research of incumbent 2012 Special Projects Committee Chairman, Robert Labayen, that establishes the industry’s ARAW Values Advertising Awards as the only one of its kind worldwide. Components of the 2012 ARAW Values Advertising Awards program are expanded by its Overall Organizing Committee to make the unique and novel industry program highly visible, with more impact and relevance to the needs and realities of the times.
z Competition: The set of 2010 Competition Rules and Jury System was adopted, except for some revisions and refinements to integrate current trends in marketing communications and the dynamic industry, to further include the refined clusters of ARAW 7 Cornerstone Values with its expanded definition to guide Competition entrants for this season. z The Competition launch was on August 8, 2012. Qualified entries covered materials for Branded Communications or Advocacy/Institutional Advertising aired, printed, exhibited, and/or implemented from September 16, 2010 to September 15, 2012. Deadline for submission of entries was last October 24, 2012. z A Students’ Competition division, piloted in 2010, was also included. Entries consist of single entry works of bona fide students in marketing communications and its allied fields from the different colleges/schools. z Punongbayan & Araullo is retained as the independent auditing firm of the ARAW Values Awards. z The 2012 ARAW Values Awards Competition generated a total number of 330 entries, the highest in the entire history of the Values Awards program since 1998. This year’s Jury System and Panels of Judges for the
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Preliminary-Finalists and Special Jury were briefed on the Values Awards judging mechanics by the 2012 Values Awards Rules Committee Chairperson and young industry leader, Mio Chongson, last November 8 and November 20, 2012 respectively, at the Unilab’s Bayanihan Center and the Manila Polo Club. z Roadshows: The Organizing Committee, particularly its Ways & Means, Rules, and Information & Promotions Committees, held a series of roadshows for industry sectors and the academe in marketing communications, to promote the 2012 Values Awards and the ARAW 7 Cornerstone Values. For the first time, the Values Awards had an audio-visual presentation for the roadshows, scheduled from the Competition launch on August 8 up to early October 2012. Thus, the chairmen of 2012 Ways & Means and Information & Promotions Committees, chaired by Blen Fernando and Hermie de Leon, Jay Sarmiento, Mio Chongson and overall program coordinator Linda Gamboa, and assisted by 2012 Production Committee’s Allen Velez, Vince Reyes and Roy del Valle actively did the roadshow presentation of “May ARAW ka Rin”, a pro bono creative-production work of Director Nelson Cruz, Roy del Valle and Vince Reyes, to the various industry associations and sectors. In unison, the roadshow team further echoed this
year’s challenge to industry members and students, “Pag May Values Sikat! Join Na”, a brain-child of 2012 Creative Committee Chairman Eugene Demata. z Post-Awards Night roadshows will also be scheduled by the Ad Foundation Educational Development Committee (EDC), for presentation of “May ARAW Ka Rin” to the academic community such as students’ congresses and other industry fora from January 2013 onward to cascade the ARAW 7 Cornerstone Values and winners of the 2012 ARAW Values Advertising Awards competition. z Multimedia Awareness Campaign: A mass-based communications PR Plan, covering pre- and postpublicity promotion of the 2012 ARAW Values Awards, the ARAW 7 Cornerstone Values, and highlights of the awards program is being implemented. TV and radio materials, print ads, posters and other promo materials were taken care of by Creative Committee Chairman Eugene Demata. An interactive ARAW Values Awards website, designed by Dome Pili of MBC Advertising & Promotions, was set up in July 2012 and will be sustained by the latter as the website manager way past beyond the 2012 Values Awards season. Assisting him are foundation executive director Linda Gamboa and Philippine Star’s Jay Sarmiento. Freelance writer Aye Ubaldo is doing a series of press releases for the launch-intro and sustaining campaigns of the awards program. The entire information and promotion of 2012 ARAW Values Awards has involved foundation and industry members, such as the Kapisanan ng mga Brodkaster sa Pilipinas (KBP), Philippine Press Institute (PPI), United Print Media Group (UPMG), and Internet Mobile Marketing Association of the Philippines (IMMAP); some foundation founding pillars and life benefactors such as GMA Network, ABS-CBN, MBC, RMN, IBC-13, Manila Bulletin and The Philippine Star; and sustaining members
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ABC-TV5, New Sounds/Bombo Radyo, Progressive Broadcasting, BusinessMirror, BusinessWorld and Malaya/Business Insight. The secretariats of the PANA, 4 A’s, ASAP and the KBP, primarily Digna Santos, Vanne Tomada, Lolit Diezmo and Nezy Frando were key movers in cascading information to the corporate advertisers, advertising agencies, production houses and broadcast media networks, respectively. z Awards Night: As early as June 2012, preparations for the values oriented and star-studded Awards Night have been initiated and refinements are inprogress. The Awards Night will be held at ABS-CBN’s Dolphy Theater, with hosted cocktails for the guests, sponsors, Awards Night audience and performers. The ceremonial program will bestow honors, truly deserved, by the ARAW Values Awards winners through a values oriented showcase that melds the talent of young staging Director Alco Guerrero, with the tenacity of ABS-CBN’s Special Projects Group headed by renowned Chit Guerrero, assisted by Itchy Flores and Jeff Penamora and the 2012 Values Awards Production Committee co-chaired by Allen Velez and Vince Reyes, with creative inputs from 2012 Values Awards Special Projects Committee Chairman Robert Labayen. Ad Foundation and the 2012 Values Awards Organizing Committee, together with our TV network partner ABS-CBN, will ensure that all is in place on Awards Night at the Dolphy Theater, for its audience of industry luminaries and heavyweights, renowned personalities who constituted the various panels of judges, and students in marketing communications, ranging from the warm reception to security arrangements, to the Awards Night cocktails, and to seating and other related needs of the culminating evening in honor of all the 2012 ARAW Values Awards winners. z Values Awards Theme Song: Another first for this year’s Values Awards season is its theme song. Robert Labayen as lyricist, and Roy Vincent del Valle, as musical composer and director, are working
in tandem for a Values Awards theme song that will definitely enhance the recall of the industry biennial awards program. This will be “revealed” as one of the highlights of the Awards Night. z Delayed TV Special: Scheduled in mid-January 2013, the delayed evening telecast special will be aired for two hours over “Sunday’s Best” as a values oriented and entertaining program. This will definitely maximize the promotion of and public awareness on the ARAW Values Awards, its laudable thrusts and the ARAW 7 Cornerstone Values as our TV network partner, ABS-CBN, has ensured its nationwide airing and reach to the viewing public. z Values Awards Book: Plans for this book are being completed in order to document the ARAW 7 Cornerstone Values and other highlights of the ARAW Values Advertising Awards over the years. Developed by Special Projects Chairman Robert Labayen, we are optimistic on the realization of this project in time for the next ARAW Values Awards season.
The December 7, 2012 Values Awards Night, which we have dubbed “Gabi ng ARAW” over the years, will be certainly honoring and truly celebratory! As we aptly conclude a values oriented year, we also open a new year to espouse the ARAW 7 Cornerstone Values and other positive values for social changes of industry, community, people and country. “Let Filipino Values Shine” will echo and reverberate loudly within the realm of the Advertising Foundation of the Philippines and beyond the 2012 ARAW Values Advertising Awards season.
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7Values The ArAW
Cornerstone
z Love of God and respect for religious beliefs z Commitment to truth, honesty and integrity z Love of country and respect for national customs and traditions z Reverence for family unity, marriage, and responsible parenthood z Respect and care for human life and dignity and the rights of all z Respect for law and authority and the promotion of self-discipline z Concern for and preservation of environment
Definitions of the ARAW Cornerstone Values by: Robert Labayen
Chairman, 2012 Values Awards Special Projects
Love of God and respect for religious beliefs Communications that uphold the importance of worship or living by the teachings of a religion or a superior being. Commitment to truth, honesty and integrity Communications that champion the value of telling the truth, the practice of fairness and adherence to ethical principles. Love of country and respect for national customs and traditions Communications that promote our national pride and identity. This may include our good cultural traits, history, achievements and the beauty of our country. This category also includes communications that encourage people to protect our democracy, contribute to progress or get involved in community services and nation-building. Reverence for family unity, marriage, and responsible parenthood Communications that a) promote family togetherness, b) value the institution of marriage, and c) help people achieve a better, more responsible approach to parenthood.
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Respect and care for human life and dignity and the rights of all Communications that promote the basic rights of people like the right to safety, education, equal protection by the law, freedom of speech, freedom of religion; and the promotion of the rights of children. This category includes communications about the promotion of physical, emotional and psychological well-being. Respect for law and authority and the promotion of self discipline Communications that encourage good citizenship and good governance as demonstrated in following rules, paying taxes, etc. Concern for and preservation of environment Communications that endorse the protection, proper management, or enrichment of our natural resources, including animals and plants, for their sustainability.
Profile of Advertising Foundation: The Organizer of ARAW Values Awards The Advertising Foundation of the Philippines, Inc. (Ad Foundation) is the social development institution of the advertising and marketing communications industry, organized to promote its social responsibility. Dubbed as the industry’s “social conscience”, the non-partisan Ad Foundation has special certified status as a non-profit & non-stock corporation, a tax-exempt donee Institution, a business league and a non-VATable Organization. Envisioned in 1983 by a Core Group of multi-sector industry and business leaders, the foundation was incorporated in 1988 after a series of industry multi-sector consultations. Its formal incorporation was approved by the SEC on January 16, 1989. Launched on August 31, 1989 together with a fund drive for its start up, Ad Foundation operations commenced its operations on July 15, 1990 through the generous support of its Founding Pillars. Since then, Ad Foundation has accomplished more than 270 values advocacy, industry development, social marketing and nation-building endeavors of benefit to industry, the general public, all its stakeholders, people, and country. The foundation considers more than 50 of the above accomplishments as milestones or landmark endeavors that strengthened its niche in social marketing.
VISION 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 and render public service, effectively reach out and INFLUENCE the MASSES for the well-being of industry, community, people and country.
MISSION
z Industry Development that promote Self-Regulation and industry’s well-being z Educational Development, in partnership with the academe z Social /Development Communications, particularly Values Advocacy z Sectoral Outreach (Voters Education & Environmental Concerns) z Social Development & Research, e.g., Self-Regulation, Monitoring of Public Opinion on socio-political issues as may be needed, and on select foundation projects z Special Projects that promote industry, people and country z Philippine Advertising Library, as an information center and depository of advertising materials and archives
Flagship Projects z Values Promotion and Advocacy - Biennial industry ARAW Values Advertising Awards, since 2006 - Multimedia Campaigns that promote positive Filipino values, since 1990
z Foundation Endowment Fund, for its sustainability; initiated in 2006 and ongoing z AdMasters Golf Championship, an industry-unifying ways & means for a social cause; the branded industry tournament first held in 2002 and 2005, and from 2007, annually up to the present z Gintong Haligi Recognition Awards in Social Marketing, for corporate social responsibility (CSR) and values oriented programs and projects of industry and foundation memberorganizations as well as for deserving foundation members; started in 1995 and revived on October 21, 2010
z Maximize the development of the industry and its allied fields
Foundation Resources & Management
z Promote the social responsibility of the industry
The Foundation does not have annual membership dues. Its funding resources consist mainly of proceeds from ways & means projects with values output, donations of foundation and industry members, other special grants-in-aid, a modicum of management fees for funded assistance projects, and interest income from Endowment Funds, if any.
z Promote the interest of the industry and the general consuming public by supporting continuing efforts of self-regulation and values promotion z Assist in promoting Philippine culture, people and country along nation-building goals
Ad Foundation Programs, Projects & Operations Over the years, Ad Foundation has focused on programs, projects and activities responsive to its mandate and along its thrusts and industry functional role as a non-partisan social development body.
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Structured Programs
The Ad Foundation has a membership mix under four (4) categories: (1) Life Benefactors/Founding Pillars, (2) Trade Associations in marketing communications and its allied fields, (3) Honorary Life Members composed of deserving individuals with outstanding contributions to the foundation, and (4) Sustaining Members, composed of corporate cooperators and entities for its various programs and projects, and academic organizations in advertising and marketing communications. Membership to the Ad Foundation is invitational as endorsed by its Membership Committee, and approved by its Executive Committee, and, as ratified by its Board of Trustees.
Ad Foundation programs, projects and activities are managed by its 21-member Board of Trustees as its policy and decision-making body, together with its Executive Committee, composed of all the elective and appointive executive officers. Various Program and Administrative Support Committees assist the Executive Committee on the implementation of programs, projects and activities. Foundation day-to-day operations are coordinated by a professional Secretariat, headed by its Executive Director, concurrently the foundation assistant board secretary. All foundation business transactions are subject to sound accounting standards, with built-in controls, and conduct of regular internal and external audits to protect the institution’s credibility and integrity at all times. All Ad Foundation programs, projects and activities adhere to its Charter and By-Laws, the Corporation Code of the Philippines, Philippine laws, municipal rules and regulations, the industry Code of Ethics, and the Ad Foundation Project Management Policies & Operation Standards Manual.
Ad Foundation “Gold Nuggets” The Ad Foundation, while it has been relatively cash-strapped, since the start of its operations, attributes it sustainability to the present to: (1) its non-partisan character; (2) its chain of select leaders with renowned expertise in social marketing and with the strong commitment to the foundation, its thrusts and ideals; (3) its quality of core members with dedicated passion to the foundation and its programs; and (4) work ethics that adhere to the industry Code of Ethics, Philippine laws and standards on the conduct of its business. These have endowed Ad Foundation the integrity and credibility through the years.
Foundation Chain of Select Leaders Over the years, the programs and projects of the 23-year old Ad Foundation have been championed by its Chairman of the Board, a total of six (6), to include the incumbent, Ruperto “Jun” S. Nicdao, Jr., Chairman of the Kapisanan ng mga Brodkaster ng Pilipinas (KBP) and President of Manila Broadcasting Company Luis “Louie” J. Morales, Chairman of Image Dimensions was its Founding Chairman and was at its helm for more than four years. Antonio R. Samson, then EVP of PLDT and now Chairman & CEO of DDB Phils., was the foundation steward for almost eight years. Walfrido “Wally” A. Reyes, then President of Lintas Manila and now U.S.based, and Pedro “Noy” Dy-liacco, Jr., then SVP & Communications Director of Nestle Philippines Inc., led the foundation for a period of two years each. Johnip G. Cua, President of Procter & Gamble Phils. and now Board Director of Macroasia Corp. and BDO, chaired the foundation for more than four-and-a-half years and is its Immediate Past Chairman at present. Commonly shared by all the foundation Chairmen are these key characteristics and skills: of top and senior management position, with renowned expertise in marketing communications, honed on the dynamics of people management and program organization, with renowned integrity, and with track records on advocacy and social marketing endeavors and corporate social responsibility programs. All the foundation Chairmen have been known also for tact and diplomacy. The foundation board of trustees consists of equally able and committed men and women in marketing communications, of senior management level in their respective companies, and with renowned achievements in marketing, advertising, strategic communications, management, production technology, corporate social responsibility programs and social marketing endeavors.
Foundation Working Committees in Harmony The various foundation working committees are composed of multi-sector industry and foundation members, honed on team play, innovativeness and organizational skills, mostly young, but with proven capabilities on quality delivery and dedicated commitment. The leadership and the members constitute the corps of volunteers of the foundation, all business competitors to a great extent, but cohesive and united on various foundation programs, projects and endeavors. The various working committees enable the operations of simultaneous foundation programs and projects at the least costs, readily providing time, talents, facilities and other resources to the foundation. Together, they add more meaning and relevance to Ad Foundation and its thrusts. They are the treasured foundation “workhorses”.
Foundation Members in Unity The foundation treasures the quality of its members with strong commitment and dedicated passion. The corps of spirited and dedicated volunteers hurdle the difficulties arising from the foundation’s perennial lean coffers over the years. The real worth and assets of the 23-year old advocacy and social development institution are its chain of leadership and quality of its membership --- united, cohesive, dedicated and highly committed. The leadership and the membership, enrich the foundation “culture” anchored on non-partisanship, humility, mutual respect and unity. These provided the coping and enabling mechanisms for the foundation to survive and continuously pursue its reasons for being, despite the industry’s evolving landscape. The lowly visible foundation managed to achieve programs and projects of immense value to industry development and nation-building.
Ad Foundation & the ARAW Values Advertising Awards The biennial ARAW Values Advertising Awards, or simply called Values Awards, was developed by the Advertising Board of the Philippines (AdBoard) as championed by its Chairman then, JJ Calero, as its prime moving spirit, to encourage values oriented advertising within the industry. The Values Awards program is founded on the ARAW 7 Cornerstone Values. In April 2006, the AdBoard under the stewardship of Matec Villanueva, unanimously decided to formally turn over the Values Awards program to the Advertising Foundation of the Philippines, together with a “seed” money of Php 500,000.00 for its start-up funding. And thus, the foundation was at the helm of the industry’s biennial Values Awards since its 5th season up to the present. Ad Foundation enhanced and further enriched the ARAW Values Advertising Awards, making it as one of its flagship projects. While its traditional thrust was sustained, the foundation also made the biennial program as a vehicle to inculcate positive Filipino values for social change of people and country, at the same time, promote the social responsibility of the entire industry. The foundation had a well-structured ARAW Values Awards Organizing Committee to oversee its once-every-two-years’ implementation. Championing the Values Awards since its turnover are these industry leaders as Overall Values Awards Organizing Chairmen: Raul Alvarez and Antonio Samson for 2006, Johnip Cua for 2008, and Manuel Quiogue for 2010 and again, for 2012. Through the years, the Advertising Foundation of the Philippines has remained steadfast, upholding its integrity as a “bastion of work ethics” and sustaining its credibility as a non-partisan social development institution with a big heart, “where ADVERTISING and MARKETING COMMUNICATIONS are for the PUBLIC GOOD”.
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Judging Done on Ad Foundation Values Awards by: Aye Ubaldo
Over sixty of the country’s leading advertising and marketing professionals and members of the academe were on hand to judge entries to one of the most important competitions in the industry. At the Unilab Bayanihan Center, last November 8, the best campaigns exhibiting values-oriented messages went through critical study of veteran and award-winning names at the Ad Foundation Values Advertising Awards (Values Awards) judging. A biennial competition, the Values Awards is the only one of its kind globally that awards campaigns based on values.
“Unlike most advertising industry awards, which focus on creativity and execution of the ad materials, the Values Awards gives a lot of weight on the promotion of the ARAW 7 Cornerstone Values espoused by the foundation and the ad industry,”
Judging for the AVA is not an easy task. A thorough understanding and acceptance of values as important to any communications is a matter of mindset. Every industry necessitates financial growth, the advertising and marketing fields included. But where the changing panorama brought about by technology demands a wider perspective and a thorough grasp of media, the industry reels at the impact. Driving values into the mix, does not entirely sound palatable, or viable. All the more so for the bottomline. But is this the real scenario? According to Donald Lim, Chief Innovation Officer of McCann Worldgroup Philippines and this year’s Rules Committee member, entries breached previous years. “We are astounded by the quantity and quality of the entries. This is a wake up call for us advertising and marketing professionals. This is telling us that even from the consumer side, they are looking at values. We really have to teach our consumers the right values,” says Lim.
says Jun Nicdao, chairman of the Ad Foundation. Nicdao is also the president of Manila Broadcasting Company (MBC) and of the Kapisanan ng mga Brodkaster ng Pilipinas (KBP).
Based on the entries, judges agree with Lim. It looks apparent that values have always had a place in Philippine advertising and marketing communications. Perhaps, all it took was an Ad Foundation Values Awards for agencies and brands to recognize that their efforts were inherently values-based.
The Ad Foundation identifies 7 Cornerstone Values as: 1. Love of God and respect for religious beliefs; 2. Commitment to truth, honesty and integrity; 3. Love of country and respect for national customs and traditions; 4. Reverence for family unity, marriage, and responsible parenthood; 5. Respect and care for human life and dignity and the rights of all; 6. Respect for law and authority and the promotion of self-discipline; 7. Concern for and preservation of environment.
Values, may probably be, the portrait of the Filipino. Says Values Awards special consultant Randy Aquino, Vice- Chairman of Ogilvy and Mather, “More and more brands are getting into values-oriented advertising, which is good. I’d like to think that despite changing times, very fundamental values that make us Filipinos continue to be alive in our advertising. Bringing values to a wider audience is alive and growing.”
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“It’s already innate in us, we have the values inculcated (in our works). It’s a matter of showcasing them to further inspire people,” shares Joanna Mojica, Managing Director of Starcom MediaVest Group. Badette Cunanan, Public Relations Manager of Manila Bulletin, says “You can see which ones are ‘pilit’ (trying hard). But, you can also see that the values are the real target, and then they build the commercial around it.” Call it a Pinoy Thing. “If it doesn’t resonate as madamdamin or nakakatawa (heartwarming or funny), it appears fake to the Pinoy. You cannot do infomercials for the Pinoy. That’s just it. You need to be sincere. Pinoys are personal. If I know you, I’ll buy from you. If I know what you do with the money after I pay you, I’ll buy from you, especially when I know that you are giving back to the people,” declares Roy Del Valle, President and General Manager of Noisy Neighbors and ASAP President. The Values Awards is one of a few local awards open to students and that speaks a lot of the goals of the Ad Foundation. The future lies in the hands of the youth, after all, and what better time to bring them into the fold of values-based communications than now. “If you look at values education, it stops at high school. When our students venture into the real world, we teach them to go after market share. What this exercise tells us is that the more you anchor your campaign on values, the more you will generate your marketing metrics. We’ve seen that a lot of award-winning campaigns are really anchored on values,” says Lim. Institutions like the Colegio de San Juan de Letran upholds the teaching of values in communications. “We always push values in our teachings. And we have AdSpeak, every year which discusses the subject,” says Institute of Masscom Dean Rowena Reyes of Letran. “We educate well as our students, while they are starting fresh, and starting young to have that topmost in their minds,” add Lim. Values may seem an easy word, but the task of expressing it may be less so. Bringing values into the mainstream is the new book in series of achievements by Philippine advertising and marketing communications. And, by the looks of the Values Adwards , it may be a slow-burner, but it is a bestseller nonetheless. “I’ve seen a lot of entries with good production values, good in craftsmanship, but the values of communications stand out. This is a reflection of our society. The reason I accepted this task is because I wanted to do my share of giving back, and to be part of an industry that espouses that,” states Mio Chongson, Chief Operating Officer of Ace Saatchi & Saatchi and this year’s Rules Committee chair. For Jos Ortega, Chairman and CEO of Havas Media Ortega, “It’s refreshing to see values oriented communications. It feels good to be judging this because it’s alive and ticking. Filipinos are becoming prouder of themselves, and we should encourage more of this.”
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Preliminary-Finalists Judging Jury 1 1
Clint Navales
Country Head for External Affairs; Procter & Gamble Distributing (Phils.), Inc. Board Member; PANA
2
Poppet Morta
Marketing Director, Phil Plans First, Inc.
3
Jos Ortega
Chairman; Havas Media Ortega
4
Chiqui Lara
President; Y & R Advertising
5
Delia Magtoto
Managing Partner; Outdoor Advertising Association of the Phils. (OOAP) President; OOAP
6
Madonna Tarrayo
President of Unitel Productions, Inc. Vice President; ASAP
7
Dr. Jerry Kliatchko
VP & Head for Communications University of Asia & The Pacific
8
Pepito Olarte
VP & Head for Advertising; Philippine Daily Inquirer President Emeritus; UPMG, Board Member; AdBoard
9
Varick Ong
General Manager: Clear Channels Treasurer; ASAP
1
Marco Nieto
VP & Marketing Director; Splash Corporation
2
Jenny Wieneke
President; Draftfcb Vice- President; AAAA-P
3
Timmy Jayme
President; DDB Philippines
4
Angel Bu単ag
Chairman; Ad Designs, Inc. Past Chairman & President; ASAP, International Multi-award Designer
5
Herman Basbano
SVP & COO; New Sounds / Bombo Radyo President; KBP, Board Member; Ad Standards Council (ASC) Co-Chairman; Ad Foundation Membership Committee
6
Yeng Reyes
Marketing Director; CENTREX
7
Orly Ballesteros
President; X-Link Management & Marketing Services Corporation Board Member; ASAP
8
Dean Rowena Reyes
Dean; Colegio San Juan de Letran-Institute of MASSCOM Board Member; PACE
9
Nicollette Mallari
Resident Designer; ASAP Board Member; ASAP
Jury 2
15
Jury 3 1
Robert Banaag
First VP; Planters Development Bank Former Board Member; PANA
2
Micky Domingo
Chairman; Blue Bottle, Inc
3
Vince Reyes
Managing Director; Executive Decisions, Inc. Vice-President; ASAP Vice-President; Philippine Marketing Association
4
Joy Morales
Accounts Services Director; MEC Philippines
5
Manny Luzon
EVP; Progressive Broadcasting General Manager; Win & Big Radios Past Board Member; KBP
6
Lucien Dy-tioco
SVP & Head for Advertisng; The Philippine Star Past VP; UMPG
7
TJ Parpan
President; Digital Balloons, Inc. Board Member; IMMAP
8
Direk Jun Reyes
President & Film Director; Unitel Productions Board Member; PACE; Multi-awarded Film Director
9
Prof. Elizabeth L. Diaz
Business Entrepreneur U.P. Professor of Broadcast Communications Past President; (ret.) PACE
1
Mia Pascual Cenzon
VP & Corporate Communications Director Pascual Laboratories, Inc.
2
Quintin Pastrana
Consultant; Expresso Designs, Inc Member- Executive Committee for Communications; National Commission on Culture & Arts (NCCA)
3
Ed Estrada
VP- Accounts Services; Image Dimessions, Inc.
4
Badette Cunanan
PR Manager, Manila Bulletin
5
Danny Eguia
Executive Director; IMMAP
6
Gerry De Guia
President; Film Experts, Inc. Past Board Member ; ASAP
7
Ramon “Bong” Osorio
VP for Corporate Affairs; ABS-CBN Past President; IABC Board Member; Ad Foundation
8
Joey Avellana
President; Avellana & Associates Board Member; IBC-13 Professor; Ateneo University Graduate School
9
Jay Sarmiento
Corp. Communications Director,The Philippine Star Board Secretary; UPMG
Jury 4
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Jury 5 1
Yoly Santos
VP & Head Corporate Communications Globe Telecom Former Board Director; PANA
2
Joanna Mojica
Chairman; Starcom MediaVest Group Past President; MSAP President; DM9JaymeSyfu Chairman; AAAA-P Vice Chairman; Ad Board President & COO GMA Network Marketing & Productions, Inc. PRO; Ad Foundation; Board Member; PANA Foundation
3
Alex Syfu
4
Lizelle Maralag
5
Arnel Patawaran
6
Bien Bautista
7
Digna Santos
8
Ompong Remigio
Executive Creative Director; Campaigns & Grey Multi-awarded Creative Director
9
Nicco de Jesus
Division Head; GroupM-Phillipines Former President; MORES
1
Menlou Bibonia
SVP & Head for Marketing; San Miguel Beer, Inc./SMC Former Board Member; PANA Former Board Member; Ad Foundation
2
Jimmy Alanis
Marketing Consultant; RMN Former Marketing & Sales Director; GMA Network, Inc.
3
Ariel Comia
President & CEO; PC & V Former Board Member; Advertising AAAA-P
4
Raymond Arrastia
Managing Director; Leo Burnett Manila Past Board Member; AAAA-P
5
Ruwell Loyola
President; AAAA-P Board Member; ASC
6
Girlie Herrera
Resident Producer; Provill, Inc.
7
Edgar Navalta
Board Member; ASAP Past Treasurer; Ad Foundation Vice- Chairman; 2013 PAC
8
Mitch Ramos
Deputy Media Director; Mediacom, Inc.
9
Eleanor Agulto
Accounts Management; Catalyx Advertising Professor; Colegio de San Juan de Letran
Editor-in-Chief; Sense & Style/ Manila Bulletin Book Author President & Resident Photographer: Black & White Asia Inc. Multi-awarded Advertising Photographer Book Author Executive Director; PANA & PANAF Board Member; Ad Standards Council Past Board Member; PANA
Jury 6
17
Jury 7
18
1
Antonio Mapa
VP & Corporate Communications Director; United Laboratories
2
John Lucas
Managing Director; Tribal / DDB Philippines
3
Venus Navalta
Chairman & CEO; Zenith Optimedia
4
Francine Gonzales
Managing Director; BBDO Gurrero Board Member; AAAA-P Chairman; Ad Board President; UPMG VP for Corporate Communications; BusinessMirror President; GA Printing Founding Member; ASAP Past Board Member; ASAP Board Member; MORES Research Consultant; Leo Burnett Manila Instructor; U.P. MassCom College
5
Ricky Alegre
6
Cherry Salazar
7
Angie Ong
8
Pico Roberto
Media Director & Analyst; GroupM-Philippines
9
Joemai Parraco
Marketing & Sales Director; MBC Member; KBP
2012 ARAW Values Advertising Awards
List of Industry Finalists STUDENTS’ COMPETITION DIVISION
Love of God and Respect for Religious Beliefs 1
Entrant
QTY
Media Form
School
Title
Marx Jonas Ramos
1
Radio
Colegio de San Juan de Letran
Kalaro
Commitment to Truth, Honesty and Integrity 2
Vhea Iviene R. Paras
1
Radio
Colegio de San Juan de Letran
Botomaya
3
Samantha Masangkay
1
Radio
Colegio de San Juan de Letran
Bayani
Respect for Law and Authority & the Promotion of Self-Discipline 4
Franz Del Rosario
1
TV / Cinema
Colegio de San Juan de Letran
“Rest in Peace”
5
Ayesha Princess Fontilla
1
TV / Cinema
De La Salle College (Dasmariñas)
“Family that Runs Together, Reigns Forever”
6
Patricia Marie Pedico
1
Radio
Colegio de San Juan de Letran
Papel
7
Jomil Bryan Serna
1
Radio
Colegio de San Juan de Letran
Dito sa Pinas
8
Sean Valcos
1
Colegio de San Juan de Letran
“Rehas”
Reverence for Family, Unity, Marriage, and Responsible Parenthood 9
Reomart Tamayo
1
TV / Cinema
Colegio de San Juan de Letran
OTW (On the Way)
10
Abbey Dela Cruz
1
Radio
Colegio de San Juan de Letran
Bata pa si Mommy, Buhay na si Baby
11
Camille Edde S.M. Arquero
1
Radio
Colegio de San Juan de Letran
Opo Gumalang Po
12
Carla Jeramy C. Tapia
1
Radio
Colegio de San Juan de Letran
Gabay
13
Jonathan Endaya
1
Colegio de San Juan de Letran
Inay Ako Naman
14
Hazel Corpuz
1
Colegio de San Juan de Letran
Kubyertos
Concern for and Preservation of Environment 15
Jeon Louis Danao
1
TV / Cinema
Colegio de San Juan de Letran
Tapon Basura
16
Gino Sebastian Marquez
1
Radio
Colegio de San Juan de Letran
Musikang Polusyon
17
Mary Del Dela Cruz
1
Radio
Colegio de San Juan de Letran
My Rainbow
18
Jomil Bryan Serna
1
Radio
Colegio de San Juan de Letran
Plastik na Nakamamatay
19
Katherine De Guzman
1
Colegio de San Juan de Letran
Thumbs Up
Respect and Care for Human Life and Dignity and the Rights of all 20
Anne Michiko A. Gargollo
21 22
19
1
Desiree Jeska M. Carrillo
1
Gewerly Bautista
1
San Augustine College (Biñan)
Fairytale
TV / Cinema
Miriam College
Pagbigay
Radio
Colegio de San Juan de Letran
Trending
2012 ARAW Values Advertising Awards
List of Industry Finalists Advocacy/INstitutional Advertising
Commitment to Truth, Honesty and Integrity 1
Direct Communication / Activation
TBWA/Santiago Mangada Puno
Touching Words
2
TV / Cinema
ABS-CBN Corporation
BMPM Tayo Na
3
TV / Cinema
Ace Saatchi & Saatchi
Baby (Version 1), Suitor Version 2
4
TV / Cinema
Ace Saatchi & Saatchi
Baby Version 1, Suitor (Version 2)
Respect for Law and Authority & the Promotion of Self-Discipline 1
Ambient Advertising / OOH
DM9JaymeSyfu
Anti-Firecracker Campaign “SFX”
2
TV / Cinema
ABS-CBN Corporation
Pagbangon - Traffic Enforcer
Love of Country and Respect for National Customs and Traditions 1
TV / Cinema
McCann World Group Philippines
Score TVC 30s
2
TV / Cinema
ABS-CBN Corporation
Choose Philippines - Penumbra
3
Radio
Radio Veritas
Buwan ng Wika
4
Ambient Advertising / OOH
Expedio, Inc.
Who is Rizal?
5
Lowe, Inc.
Sarimanok Logo
6
TV / Cinema
ABS-CBN Corporation
Pinoy Summer Da Best Forever
7
Ambient Advertising / OOH
Expedio, Inc.
150 Piso
8
Ambient Advertising / OOH
Expedio, Inc.
7 Flags
Reverence for Family, Unity, Marriage, and Responsible Parenthood 1
Direct Communication / Activation
Publicis Jimenez Basic
Lucky me “National Famealy Day”
2
Multimedia Campaign
Publicis Jimenez Basic
Lucky Me KPM Hapag Kainan Para sa Kabataan Campaign (Pregnant Pause)
20
Advocacy/INstitutional Advertising
Concern for and Preservation of Environment 1
Ambient Advertising / OOH
Leo Burnett Manila
Shade-In
2
Ambient Advertising / OOH
McCann World Group Philippines
The Coca Cola Living Billboard
3
Campaigns & Grey
Pritong Nickel
4
Ambient Advertising / OOH
Leo Burnett Manila
Dangers Beneath - Exhibit
5
TV / Cinema
McCann World Group Philippines
Live Positively - Environment
6
TV / Cinema
Straight Shooters Media, Inc.
Dig
7
TV / Cinema
ABS-CBN Corporation
Mural
8
Ambient Advertising / OOH
DM9JaymeSyfu
Bantay Kalikasan “Dugong”
Respect and Care for Human Life and Dignity and the Rights of all 1
Digital Marketing / Interactive
Draftfcb Manila
Help Japan Viral Video
2
TV / Cinema
McCann World Group Philippines
Beggar
3
Digital Marketing / Interactive
DM9JaymeSyfu
Campaign Against Sex Scandal videos “Bury the Past”
4
TV / Cinema
DM9JaymeSyfu
Campaign Against Sex Scandal videos “Hits”
5
Direct Communication / Activation
Campaigns & Grey
Gulay Power Everyday
6
TV / Cinema
Provill
Cheers
7
TV / Cinema
McCann World Group Philippines
Cheers Documentary
8
Digital Marketing / Interactive
Lowe, Inc.
Walang Iwanan
9
TV / Cinema
ABS-CBN Corporation
Pagbangon - Kapatid
10
Multimedia Campaign
TBWA/Santiago Mangada Puno
Whistle Blowers
11
Ambient Advertising / OOH
Leo Burnett Manila
Flashcards
21
2012 ARAW Values Advertising Awards
List of Industry Finalists Branded CommunicationS Love of God and Respect for Religious Beliefs 1
TV / Cinema
DDB Philippines
Bituin
2
TV / Cinema
Film Experts, Inc.
Bituin
3
J, Romero Advertising
“Rosaryo” Print Ad
Commitment to Truth, Honesty and Integrity 1
Ambient Advertising / OOH
DM9JaymeSyfu
Truth
2
TV / Cinema
Publicis Jimenez Basic
Lucky Me - Honesty
Respect for Law and Authority & the Promotion of Self-Discipline 1
TV / Cinema
Publicis Manila, Inc.
Silup - Short Film
2
TV / Cinema
Publicis Manila, Inc.
Unplugged - Short Films
3
TV / Cinema
Film Experts, Inc.
Mang Felix (Forever Young)
4
TV / Cinema
Publicis Manila, Inc.
Nescafe - Manifesto: TVC
Love of Country and Respect for National Customs and Traditions 1
Multimedia Campaign
Ace Saatchi & Saacthi
Shirt Flag
2
Digital Marketing / Interactive
McCann World Group Philippines
The Happy Filipino
3
Digital Marketing / Interactive
BBDO Guerrero
It’s More Fun in the Philippines
4
TV / Cinema
Publicis Manila, Inc.
Nescafe “Cultural Worker TVC”
5
Ambient Advertising / OOH
DM9JaymeSyfu
Domestic Tourism Campaign “Limestone”
6
DDB Philippines, Inc.
National Heroes Day
7
Digital Marketing / Interactive
McCann World Group Philippines
Jollitown: Crystal Quest Game
8
TV / Cinema
Publicis Manila, Inc.
Milo “Luwas” TVC
9
Ambient Advertising / OOH
DM9JaymeSyfu
Domestic Tourism Campaign “Volcano”
10
TV / Cinema
88 Storey Films Corp.
“FUN VI”
11
TV / Cinema
MPG Philippines
Locker
McCann World Group Philippines
The Coca-Cola Living Billboard
Concern for and Preservation of Environment 12
Ambient Advertising / OOH
13
Direct Communication / Activation
Ace Saatchi & Saacthi
Tiger Energy Playground
14
TV / Cinema
McCann World Group Philippines
Live Positively - Environment
15
Multimedia Campaign
McCann World Group Philippines
Live Positively Environment Campaign
16
Ambient Advertising / OOH
TBWA/Santiago Mangada Puno
Project EDSA
22
BrandED Communications
Respect and Care for Human Life and Dignity and the Rights of all 1
TV / Cinema
Leo Burnett Manila
Prayer
2 3
TV / Cinema
Film Experts, Inc.
Mang Felix (Forever Young)
TV / Cinema
Publicis Manila, Inc.
Milo Marathon “Mang Felix”
4
Multimedia Campaign
McCann World Group Philippines
Live Positively - Campaign
5
TV / Cinema
Publicis Manila, Inc.
“Tingala sa Baba” Short Film
6
TV / Cinema
McCann World Group Philippines
“Cheers - Documentary”
7
TV / Cinema
88 Storey Films Corp
“Beggar” 45s
8
TV / Cinema
GMA Network
Hating Kapatid
9
TV / Cinema
Film Pabrika, Inc
Ambisyon
10
TV / Cinema
Film Experts, Inc.
Aruga (BFF Celin)
11
Digital Marketing / Interactive
McCann World Group Philippines
Chris Lao (Auto Loan)
Reverence for Family, Unity, Marriage, and Responsible Parenthood 1
Digital Marketing / Interactive
McCann World Group Philippines
The OFW Project
2
TV / Cinema
Film Pabrika, Inc
Hello Maya
3
Digital Marketing / Interactive
McCann World Group Philippines
Tagpo
4
TV / Cinema
Publicis Jimenez Basic
Lucky Me - Maghintay Baptism of Fire
5
TV / Cinema
Film Pabrika, Inc
Pag-ibig
6
TV / Cinema
Film Experts, Inc.
Kabisera (Alaska Short Film)
7
TV / Cinema
GMA Network
Kabisera
8
Multimedia
Publicis Manila, Inc.
Pag-ibig & Short Films
9
TV / Cinema
Unitel Productions, Inc.
Baptism of Fire
10
TV / Cinema
Publicis Jimenez Basic
Lucky Me “Woman of Substance”
11
TV / Cinema
McCann World Group Philippines
Tagpo
12
TV / Cinema
Film Pabrika, Inc
Woman of Substance
13
TV / Cinema
TBWA
Call Center
14
TV / Cinema
Publicis Jimenez Basic
Magnolia Chicken - Robot
15
TV / Cinema
Publicis Manila, Inc.
Pag-Ibig
16
TV / Cinema
Unitel Productions, Inc.
Focus
17
TV / Cinema
Leo Burnett Manila
Gudjab
23
Special Jury The Special Jury, composed of eminent personalities from the industry and other sectors of Philippine civil society, convened on November 20, 2012 at the McKinley Room of the Manila Polo Club to select the 8th ARAW Values Advertising Awards Platinum winners for Advocacy/ Institutional Advertising and Branded Communications.
Chairman:
Ruperto “Jun” S. Nicdao, Jr.
z Ad
Foundation Chairman
Members: Gloria “Baby” M. Angara
z Renowned
Socio-civic Leader & Cultural community
worker z Past President ; Philippine Ballet Theater z Former Chairman; Cultural Center of the Philippines (CCP) z Commission Member; Philippine Centennial Commission
Javier “JJ” Calero
Carmencita “Menchu” V. Esteban
z Renowned Values Advocate z Past Chairman; AdBoard z Past Chairman; AAAA-P z Educator; University of Asia
& the Pacific (UA & P)
z Renowned Philanthropist z Retired Educator z Founding Member & Chairman; Philippine Survey &
Research Center
z Past President; MORES z 2011 Chairman - Board of Judges; Catholic Mass Media
Awards (CMMA)
24
Dr. Virginia “Gin” A. Miralao
z Multi-awarded
Luis “Louie” J. Morales
z Founding
Paciencia “Pat” Pineda
z Executive
Chad Sotelo
z Country
Marichu Tellano
z Division
Margot B. Torres
z Vice-President
Manuel P. Quiogue
25
& internationally renowned Scholar & Social Scientist z Book Author; Social Sciences & Social Research z Former Executive Director; Philippine Social Science Council z Secretary-General; UNESCO Phils. National Commission Chairman; Ad Foundation z 6 - term Chairman; AdBoard z Past Chairman; AAAA- P (4 - A’s) z Past President; PRSP z Past Executive Director; Philippine Centennial Commission Vice-President for Advertising; Manila Bulletin z Past Chairman; AdBoard z Former President; UPMG z Chairman Emeritus; UPMG z Incumbent Board Member; Ad Foundation
Head for Marketing & Brand Development; Procter & Gamble Distributing Phils.
Chief – Planning/Policy Formulation & Processing Standards; National Commission on Culture & the Arts (NCCA)
for Marketing; McDonalds z Incumbent President; PANA z Incumbent PRO; AdBoard z Past President; Ad Standards Council (ASC) z Recipient: 2009 Tambuli Chief Marketing Officer Awards & 2010 AGORA for Marketing Achievements Award z Chairman
& CEO; GroupM - Philippines z 2012 Values Awards Overall Organizing Chairman z Incumbent Vice-Chairman; Ad Foundation z Former Chairman; AdBoard z Former President; PANA z Recipient: 2007 AGORA for Marketing Achievements Awards & 2009 IABC Awards for Marketing Excellence
2012 ARAW Values Advertising Awards
List of Industry Winners STUDENTS’ COMPETITION DIVISION
Love of God and Respect for Religious Beliefs Grand Winner
Media Form
Entrant
School
Title
Radio
Jowie Ann D. Luzon
Colegio De San Juan De Letran
Ama Namin
Respect for Law and Authority & the Promotion of Self-Discipline 1st Runner-Up
Media Form
Entrant
School
Title
TV/ Cinema
Maria Carmela V. Diaz
Miriam College
Self-Discipline
Respect for Law and Authority & the Promotion of Self-Discipline 2nd Runner-Up
26
Media Form
Entrant
School
Title
Ayesha Princess Fontilla
De La Salle College (Dasmariñas)
“Family That Runs Together, Reigns Forever”
Bronze
Advocacy/Institutional Advertising
Commitment to Truth, Honesty and Integrity Media Form
Entrant
Title
TV / Cinema
Ace Saatchi & Saatchi
Baby Version 1, Suitor (Version 2)
Love of Country and Respect for National Customs and Traditions Media Form
Entrant
Title
Lowe, Inc.
Sarimanok Logo
ATV / Cinema
ABS-CBN Corporation
Pinoy Summer Da Best Forever
Ambient Advertising / OOH
Expedio, Inc.
150 Piso
Ambient Advertising / OOH
Expedio, Inc.
7 Flags
Respect and Care for Human Life and Dignity and the Rights of all Media Form
Entrant
Title
TV / Cinema
Provill
Cheers
TV / Cinema
McCann Worldgroup Philippines
“Cheers - Documentary”
Digital Marketing / Interactive
Lowe, Inc.
Walang Iwanan
TV / Cinema
ABS-CBN Corporation
Pagbangon - Kapatid
Multimedia Campaign
TBWA/Santiago Mangada Puno
Whistle Blowers
Ambient Advertising / OOH
Leo Burnett Manila
Flash Cards
Concern for AND Preservation of Environment Media Form
Entrant
Title
TV / Cinema
McCann Worldgroup Philippines
Live Positively - Environment
TV / Cinema
Straight Shooters Media Inc.
Dig
TV / Cinema
ABS-CBN Corporation
Mural
Ambient Advertising / OOH
DM9JaymeSyfu
Bantay Kalikasan “Dugong”
27
Bronze Branded Communications
Love of Country and Respect for National Customs and Traditions Media Form
Entrant
Title
Digital Marketing / Interactive
McCann World Group Philippines
Jollitown: Crystal Quest Game
TV / Cinema
Publicis Manila, Inc.
Milo “Luwas” TVC
Ambient Advertising / OOH
DM9JaymeSyfu
Domestic Tourism Campaign “Volcano”
Ambient Advertising / OOH
DM9JaymeSyfu
Domestic Tourism Campaign “Limestone”
DDB Philippines, Inc.
National Heroes Day
TV / Cinema
88 Storey Films Corp.
“FUN VI”
TV / Cinema
MPG Philippines
Locker
Reverence for Family, Unity, Marriage, and Responsible Parenthood
28
Media Form
Entrant
Title
TV / Cinema
Film Experts, Inc.
Kabisera (Alaska Short Film)
TV / Cinema
GMA Network
Kabisera
TV / Cinema
Publicis Manila, Inc.
Pag-ibig & Short Films
TV / Cinema
Unitel Productions, Inc.
Baptism of Fire
TV / Cinema
PublicisJimenez Basic
Lucky Me “ Woman of Substance”
TV / Cinema
McCann Worldgroup, Phils
Tagpo
TV / Cinema
Film Pabrika, Inc
Woman of Substance
TV / Cinema
TBWA/Santiago Mangada Puno
Call Canter
TV / Cinema
Publicis Jimenez Basic
Magnolia Chicken - Robot
TV / Cinema
Publicis Manila, Inc.
Pag-Ibig
TV / Cinema
Unitel Productions, Inc.
Focus
TV / Cinema
Leo Burnett Manila
Gudjab
Respect and Care for Human Life and Dignity and the Rights of all Media Form
Entrant
Title
TV / Cinema
Publicis Manila, Inc.
“TIngala sa Baba” Short Film
TV / Cinema
McCann Worldgroup Philippines
“Cheers - Documentary”
TV / Cinema
88 Storey Films Corp.
“Beggar” 45s
TV / Cinema
GMA Network
Hating Kapatid
TV / Cinema
Film Pabrika, Inc.
Ambisyon
TV / Cinema
Film Experts, Inc.
Aruga (BFF Celin)
Digital Marketing / Interactive
McCann Worldgroup Philippines
Chris Lao (Auto Loan)
Concern for AND Preservation of Environment Media Form
Entrant
Title
TV / Cinema
McCann Worldgroup Philippines
Live Positively - Environment
Multimedia Campaign
McCann Worldgroup Philippines
Live Positively Environment Campaign
Ambient Advertising / OOH
TBWA/Santiago Mangada Puno
Project EDSA
29
Silver
Branded Communications
Love of God and Respect for Religious Beliefs Media Form
Entrant
Title
J. Romero Advertising
“Rosaryo” Print Ad
Commitment to Truth, Honesty and Integrity Media Form
Entrant
Title
TV / Cinema
Publicis Jimenez Basic
Lucky Me - Honesty
Love of Country and Respect for National Customs and Traditions Media Form
Entrant
Title
TV / Cinema
Publicis Manila, Inc.
Nescafe “Cultural Worker” TVC
Reverence for Family, Unity, Marriage, and Responsible Parenthood Media Form
Entrant
Title
TV / Cinema
Film Pabrika, Inc
Hello Maya
TV / Cinema
Publicis Jimenez Basic
Lucky Me - Maghintay: Baptism of Fire
Digital Marketing / Interactive
McCann Worldgroup Philippines
Tagpo
TV / Cinema
Film Pabrika, Inc
Pag-ibig
Respect and Care for Human Life and Dignity and the Rights of all Media Form
Entrant
Title
TV / Cinema
Film Experts, Inc
Mang Felix (Forever Young)
TV / Cinema
Publicis Manila, Inc.
Milo Marathon “Mang Felix”
Multimedia Campaign
McCann Worldgroup Philippines
Live Positively Campaign
Respect for Law and Authority & the Promotion of Self-Discipline Media Form
Entrant
Title
TV / Cinema
Publicis Manila, Inc.
Nescafe - Manifesto TVC
Concern for AND Preservation of Environment
30
Media Form
Entrant
Title
Direct Communication / Activation
Ace Saatchi & Saatchi
Tiger Energy Playground
Silver
Advocacy/Institutional Advertising
Commitment to Truth, Honesty and Integrity Media Form
Entrant
Title
TV / Cinema
ABS-CBN Corporation
BMPM Tayo Na
TV / Cinema
Ace Saatchi & Saatchi
Baby (Version 1), Suitor Version 2
Respect for Law and Authority & the Promotion of Self-Discipline Media Form
Entrant
Title
TV / Cinema
ABS-CBN Corporation
Pagbangon - Traffic Enforcer
Love of Country and Respect for National Customs and Traditions Media Form
Entrant
Title
Radio
Radio Veritas
Buwan ng Wika
Ambient Advertising / OOH
Expedio, Inc.
Who is Rizal?
Reverence for Family, Unity, Marriage, and Responsible Parenthood Media Form
Entrant
Title
Direct Communications / Activation
Publicis Jimenez Basic
Lucky me “National Famealy Day”
Concern for AND Preservation of Environment Media Form
Entrant
Title
Campaigns & Grey
Pritong Nickel
Ambient Advertising / OOH
McCann Worldgroup Philippines
The Coca-Cola Living Billboard
Ambient Advertising / OOH
Leo Burnett Manila
Dangers Beneath - Exhibit
Respect and Care for Human Life and Dignity and the Rights of all Media Form
Entrant
Title
TV / Cinema
McCann Worldgroup Philippines
Beggar
Digital Marketing / Interactive
DM9JaymeSyfu
Campaign Against Sex Scandal videos “Bury the Past”
TV / Cinema
DM9JaymeSyfu
Campaign Against Sex Scandal videos “Hits”
Direct Communications / Activation
Campaigns & Grey
Gulay Power Everyday
31
Gold
Advocacy/Institutional Advertising
Commitment to Truth, Honesty and Integrity Media Form
Entrant
Title
Direct Communications / Activation
TBWA/Santiago Mangada Puno
Touching Words
Love of Country and Respect for National Customs and Traditions Media Form
Entrant
Title
TV / Cinema
McCann World Group Philippines
Score TVC 30s
Reverence for Family, Unity, Marriage, and Responsible Parenthood Media Form
Entrant
Title
Multimedia Campaign
Publicis Jimenez Basic
Lucky Me KPM Hapag Kainan Para sa Kabataan Campaign (Pregnant Pause)
Respect and Care for Human Life and Dignity and the Rights of all Media Form
Entrant
Title
Digital Marketing / Interactive
Draftfcb Manila
Help Japan Viral video
Respect for Law and Authority & the Promotion of Self-Discipline Media Form
Entrant
Title
Ambient Advertising / OOH
DM9JaymeSyfu
Anti-Firecracker Campaign “SFX�
Concern for AND Preservation of Environment
32
Media Form
Entrant
Title
Ambient Advertising / OOH
Leo Burnett Manila
Shade-In
Gold
Branded Communications
Love of God and Respect for Religious Beliefs Media Form
Entrant
Title
TV / Cinema
DDB Philippines
Bituin
TV / Cinema
Film Experts, Inc
Bituin
Commitment to Truth, Honesty and Integrity Media Form
Entrant
Title
Ambient Advertising / OOH
DM9JaymeSyfu
Truth
Love of Country and Respect for National Customs and Traditions Media Form
Entrant
Title
Multimedia Campaign
Ace Saatchi & Saatchi
Shirt Flag
Digital Marketing / Interactive
McCann Worldgroup Philippines
The Happy Filipino
Digital Marketing / Interactive
BBDO Guerrero
It’s More Fun in the Philippines
Respect and Care for Human Life and Dignity and the Rights of all Media Form
Entrant
Title
TV / Cinema
Leo Burnett Manila
Prayer
Respect for Law and Authority & the Promotion of Self-Discipline Media Form
Entrant
Title
TV / Cinema
Publicis Manila, Inc.
Silup - Short Film
TV / Cinema
Publicis Manila, Inc.
Unplugged - Short Films
TV / Cinema
Film Experts, Inc.
Mang Felix (Forever Young)
Concern for Preservation of Environment Media Form
Entrant
Title
Ambient Advertising / OOH
McCann Worldgroup Philippines
The Coca-Cola Living Billboard
33
Platinum Branded Communications Reverence for Family, Unity, Marriage, and Responsible Parenthood Media Form
Entrant
Title
Digital Marketing / Interactive
McCann Worldgroup Philippines
The OFW Project
Advocacy/Institutional Advertising Love of Country and Respect for National Customs and Traditions
34
Media Form
Entrant
Title
TV / Cinema
ABS-CBN Corporation
Choose Philippines - Penumbra
2012 ARAW Values Advertising Awards Night Friday, 7 December 2012 | ABS-CBN’s Dolphy Theater, EJL Ave. cor. Sgt. Esguerra, Quezon City
5 pm
“Gabi ng ARAW” Cocktails
ABS-CBN Garden
6 - 6:50 pm
Presentation: Bronze Medals
Dolphy Theater
7 pm
2012 Values Awards Overall Chairman, Vice-Chairmen & Rules Committee, assisted by Values Awards Production Committee & ABS-CBN’s Special Projects Group
Awards Night Show
hosted by:
Welcome & Opening Remarks
Charo S. Concio
Keynote Speech
Meckoy Quiogue
Reveal: ARAW Values Theme Song
Robert Labayen, Lyricist Roy Vincent de Valle, Musical Composer Laarni Lozada with U.P. Singing Ambassadors
Values Oriented Songs & Music
special performance by:
Presentation: Students’ Competition Winners Silver Medals Gold Medals Platinum Winners
Awards’ Presentors
Richard Gomez & Toni Gonzaga President & COO, ABS-CBN Overall Chairman, 2012 Values Awards Organizing Committee
U.P. Singing Ambassadors Hadji Alejandro Rachel Alejandro Kamikazee Band Barbie Almalbis Ebe Dancel
General Luna Juan dela Cruz Band Wally Gonzales Pepe Smith Mike Hanopol
2012 Values Awards Organizers & Special Jury Members with
CHR Chairman Etta Rosales Ms. Grace Poe Llamanzares Ms. Ces Oreña Drilon 1999 Ms. Philippines’ & Ms. Universe1st Runner-up Miriam Quiambao 2011 Ms. Philippines’ & Ms. Universe Runner-up Shamcey Supsup Henry Omaga Diaz Tony Velasquez Ms. Maricel Laxa Pangilinan, with Hanna & Ella 2012 Ms. Earth World 2012 Ms. Earth Philippines Illac Diaz Angeli Gonzales Int’l Children Peace Awardee Kess Valdez Boots Anson Roa and Ms. Lea Salonga Finale Song: “Iduyan Mo”
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Ms. Lea Salonga
Awards Night Creative-Production Team Overall Chairperson
Chit Guerrero; ABS-CBN VP & Head - Special Projects Group
Executive Production Manager
Itchy Flores; ABS-CBN Special Projects Group
Scriptwriter
Joseph Peñamora; ABS-CBN Special Projects Group
Overall Director
Direk Alco Guerrero; Values Awards Staging Director since 2000
Special Consultants
Robert Labayen; ABS-CBN Head for Creative & Chairman - 2012 Values Awards Special Projects Committee Allen S. Velez; Chairman - 2012 Values Awards Production Committee Vince S. Reyes; Co-Chairman - 2012 Values Awards Production Committee Roy Vincent del Valle; Vice-Chairman 2012 Values Awards Production Committee Linda C. Gamboa; Foundation Executive Director & Overall Coordinator
Producers
Advertising Foundation of the Philippines & ABS-CBN Broadcasting Corporation
Cocktail Sponsor & Hosts
Advertising Foundation of the Philippines and 2012 ARAW Values Advertising Awards Organizing Committee
Cocktail Donors
Hizon’s Restaurant & Catering Services Inc. Tessie Celestino Howard of Airtime Marketing & IBA Linda Gamboa of Ad Foundation Allen Velez of Events Pool & ASAP
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The 2012 ARAW Values Awards
Organizing Committee Overall Chairman
Manuel P. Quiogue Chairman & CEO GroupM-Philippines Vice-Chairman; Ad Foundation Board Chairman; MSAP Board Member; AdBoard Former President; PANA Former Chairman; AdBoard AGORA for Marketing Achievements; 2007
Vice-Chairman Vice-Chairman
Ma. Belen M. Fernando
SVP & Div. Head - Int’l Mrktng United Laboratories, Inc. Int’l Rel’ns Officer; Ad Foundation Former Director; PANA Deputy Chairman; 7th AdMasters
VP for Marketing Alaska Milk Corporation Board Member; Ad Foundation Former President; PANA AGORA for Marketing Achievement, 2009 Tambuli Awards CMO; 2012
Special Consultant & Head
Overall Program Coordinator
Ruperto S. Nicdao, Jr.
Linda C. Gamboa
President Manila Broadcasting Company Board Chairman; Ad Foundation President; KBP Board Member; Ad Standards Council Commissioner for Communications; UNESCO - Phils.
Assistant Board Secretary & Executive Director; Ad Foundation 8-Term Chairman & President; ASAP Charter Member; Ad Foundation
Lorenzo L. Barros
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2003 Lifetime Achievement Awards; ASAP
CCP Gawad Sentenyal Awards; 1997
Committee Chairmen
Ways & Means
Rules
Creative
Special Projects
President & CEO MPG/Havas Media Ortega Co-Chairman; Foundation Ways & Means
COO Ace Saatchi & Saatchi Past Chairman; AAAA-P
Executive Creative Director DM9JaymeSyfu Multi-awarded Creative Director
VP & Head for Creative Group ABS-CBN Broadcasting Corp. Multi-awarded Creative Director
Production
Production
Information & Promotions
Admin & Logistics
President & Resident Director Events Pool, Inc. Comptroller; AdFoundation Chairman of the Board; ASAP Board Director; AdBoard
Managing Director Executive Decisions, Inc. Vice-President; ASAP Vice-President; PMA
Corp. Comm. Director The Philippine Star Board Secretary; UPMG
President Airtime Marketing, Inc. Board Member; Ad Foundation Board Chairman; IBA Board Secretary; AdBoard
Hermie de Leon
Allen S. Velez
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Mio Chongson
Vince S. Reyes
Eugene Demata
Jay Sarmiento
Robert Labayen
Tessie C. Howard
The Expanded Working Committees Based on the Committee functional roles, these three 2012 Values Awards Committees were expanded to cope with the various tasks and responsibilities:
Rules Committee
Information & Promotions Committee
Production Committee
Chairman
Chairman
Chairman
Special Consultant
Website Designer & Manager
Co-Chairman
Vice-Chairman; Ogilvy & Mather Phils. Co-Chairman : 2010 ARAW Values Awards - Rules Committee
Website Supervisor Advertising & Promotions Manila Broadcasting Company Values Awards Designer-Manager; 2006, 2008, 2010 & 2012
Mio Chongson Randy Aquino
Vice-Chairman
Rudy Villar, Jr. SAVP - Marketing Communications SM Development Corporation Past Chairman; PANAF Former Vice-President; PANA Board Member; AdBoard
Golda Roldan
VP for Accounts Services Leo Burnett Manila Former Board Director; AAAA-P Values Awards - Rules. Member; 2010
Members & Resource Persons
Jay Sarmiento Dome Pili
Members
Hans Roxas Chua
President & CEO Blueridge Technologies, Inc. Immediate Past President; IMMAP Vice-Chairman; 22nd Ad Congress
Jomai Parroco Sales & Marketing Director Manila Broadcasting Company Member; KBP
Allen S. Velez Vince S. Reyes AVP Team:
Roy del Valle Vince Reyes Nelson Cruz Director; Film & Post-Production Board Member; ASAP Souvenir Brochure:
Amrei Dizon
General Manager & Creative Director VitalStrats Creative Solutions Board Secretary; ASAP
Aye Ubaldo
Consultant:
Resource Person 2010 Values Awards-Rules Committee
Editor; PANA’s AdEdge Member; ASAP
Eugene Demata
Mickey de Castro
Ernie Redondo Peña
Onel Querijero
VP & Media Director Dentsu Phils. 2010 Values Awards-Rules Committee Resource Person
Butch S. Canoy
VP & Gen. Manager Radio Mindanao Network Vice-Chairman; KBP Board Member; Ad Standards Council Chairman; 7th & 8th AdMaster Tourney of Ad Foundation
Donald Lim
Managing Director MRM Worldwide/McCann World Grp. Founding Member; IMMAP Former President; IMMAP Former Board Member; AdBoard Member, Board of Governors; PMAP
Roy Vincent del Valle
President Noisy Neighbors, Inc. President; ASAP Composer & Musical Director
Gigi Garcia
VP - Clients Services; Ace Saatchi & Saatchi Past President; AAAA-P Past President; Ad Standards Council (ASC)
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Photographer The Philippine Star
Chairman - 2012 Values Awards Creative Committee
Awards Night (Trophies):
Ma. Lourdes “Baby” Lopez Production Manager Events Pool, Inc.
REVISITING THE ARAW VALUES HISTORY
By Linda C. Gamboa Executive Director Advertising Foundation of the Philippines
Values orientation and advocacy advertising became more prominent in the mid-80’s, moreso during the early post-Martial Law years. There was a strong need for values orientation for national reconciliation of people and country and institutionalization of newly regained democracy. Corporate advertisers, with their advertising agencies as creative partners, developed values oriented campaigns and corporate social responsibility programs along nation-building goals. And thus, the emergence of values laden media communication campaigns such as PLDT’s “ Let Freedom Ring” and “The Good News”, and Development Bank of the Philippines’ “Delicadeza” series geared to influence the mindsets of people and nation for positive social changes, peace, unity and progress.
The Industry and its Expanding Social Responsibility In 1983, the multi-sector industry, under the stewardship of Luis J. Morales, then Chairman of the AdBoard, in partnership with some business leaders, envisioned the creation of a foundation for social marketing and values advocacy endeavors. This move was accelerated in 1986, becoming a reality in January 1989 through an incorporated Advertising Foundation of the Philippines, that started its formal operations on July 15 of the following year. From thereon, the Foundation conceptualized and managed industry and educational development, social communication
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and sectoral outreach programs of benefit to industry, community, people and country. Programs such as its series of Direct Marketing clinics in 1990, envisioning of a values laden Declaration of Philippine Independence Centennialas a long-term project for 1996, voters education and enlightenment multimedia campaigns, notably,“ MCQC: Matang Bayan” and “Lampara at Gamo-gamo: Huwag Masunog; Maliwanagan” in 1992; and “ Hinginang Resibo, Manalong Libo-libo” series for the BIR from 1992 up to 1994 greatly promoted the industry’s social responsibility. In 1995, the
foundation, through its Membership Committee headed by Jose Rafael “Ernie“ Hernandez, also developed its Gintong Haligi for Social Marketing Awards, primarily customized for recognition of foundation Founding Pillars responsible for the start-up and sustained operations of the foundation as the industry’s “social conscience”and advocacy body to promote industry self-regulation as well. Other industry sectors and leaders also initiated parallel programs to recognize the social responsibility of its members. In 1992, the 4-A’s Creative Guild of
the Philippines, under the stewardship of Jimmy Santiago as its President, developed the Awards for Outstanding Public Service, a forerunner of the present DIWA Awards of the Guild. In the 12th Philippine Advertising Congress, with its theme, “Lipad Pinoy, Lipad”, the Congress Organizing Committee, with Winston Marbella at its helm, decided to recognize through the “Special Excellence Award for Promoting Filipino Values” values oriented advertising, as a highlight of the biennial industry ARAW Creative Awards. Eight advertising materials of eight corporate advertisers, entered by four advertising agencies, garnered the Special Excellence Awards in Bacolod in November 1992. The above was sustained by the 13th Philippine Advertising Congress under the chairmanship of Andre Kahn, where five advertisements of five corporate advertisers, entered by three advertising agencies, received the Special Excellence Awards in the 1994 ARAW Creative Awards Night at Subic, Zambales.
Forerunner of the ARAW Values Advertising Awards
a number of entries. However, it proved to be relatively costly since the AdBoard subsidized the entire project costs from its developmental and organizational stages, to its judging sessions, up to its auspicious and state-of-the-art Awards Night. Recipients of the Golden Pearl Awards were Ayala Corporation for “Heroes”, entered by Unitel Productions; International Labor Organization’s “Rolly”, by McCann-Erickson; and Cinderella’s “New Papa”, by New Thinkers Company. While the thrusts were indeed laudable, the Golden Pearl Awards, unfortunately, incurred some deficits, resulting into a total project loss. Hence, the AdBoard decided to discontinue the Golden Pearl Awards thereafter.
The Birth of ARAW Values Advertising Awards
While the industry had started recognizing the critical role of values oriented advertising and had been deeply involved in values promotion and advocacy advertising over the years, there was no one distinct industry awards program for such initiatives. There were only the 4-A’s Creative Guild of the Philippines’ DIWA Awards, which is annualized since 1992; Philippine Ad Congress Special Excellence Awards for Promoting Filipino Values, which is biennial and a special feature only of the industry’s ARAW Creative Awards; and the Ad Foundation’s Gintong Haligi for Social Marketing Awards specially presented to its Founding Pillars. And thus, the Advertising Board of the Philippines (AdBoard), spearheaded by its Chairman Dan Villa and its executive director, Ruben V. Nunez, launched in 1996 a totally separate and distinct industry-wide values awards program --- the Golden Pearl Awards.
On May 27, 1998, the AdBoard Chairman Jose Javier “JJ” Calero re-visited the past industry initiatives and envisioned a “values in advertising” awards program, founded on 7 distinct clusters of values. JJ Calero and his board decided to call it the “ARAW Values Advertising Awards”, as the counter-part of the industry’s biennial ARAW Creative Advertising Awards, and the clusters of values as the ARAW 7 Cornerstone Values. To be held every non-Philippine Ad Congress year, the ARAW Values Awards program framework for its operations, was defined, consisted of: (1) implementation on a biennial basis during a non-Philippine Advertising Congress year; (2) program undertaking by the AdBoard Values Promotion Committee; (3) focus on recognizing advertising that promotes values, particularly on the ARAW 7 Cornerstone Values as the main judging criteria; and (4) hosting by various AdBoard member - associations on a rotation basis, similar to the biennial Philippine Ad Congress management system.
The Golden Pearl Awards, the first multi-sector industry competition in values oriented advertising, attracted
The 1st ARAW Values Awards was held in December 1998, with 4 A’s as host-organization and Antonio
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“March” Ventoza, as its Overall Chairman. There were three biennial ARAW Values Advertising Awards held from 2000 to 2004, chaired by Angelica Suiza of PANA, Dodie Lucas of ASAP, and Tom Banguis of 4 A’s, respectively, under the auspices of the AdBoard and its Values Promotions Committee. The 4th ARAW Values Advertising Awards, with its theme “Let Filipino Values Shine”, became the last industry values awards program managed by the AdBoard.
AdBoard Turnover of the Values Awards to Advertising Foundation In March 2006, the AdBoard, with Ma. Teresa “Matec” Villanueva at its helm, decided to turn over the ARAW Values Awards to the Advertising Foundation of the Philippines, to enable the AdBoard to focus on its self-regulation functions over ad content and ethical trade practices, and further considering that the ARAW Values Awards program is within the mandate and thrusts of Ad Foundation. Formal turnover agreement on April 28, 2006 also manifested the benevolent concern of the AdBoard for the foundation, with the inclusion of a “seed” money of P500,000 for start-up funding of the Values Awards program. The turnover was a big boost to the perennially cash-strapped Ad Foundation, solely dependent on donations and on net revenues ofselect ways and means endeavors with values output, for its operations and sustainability. And thus, the 2006 ARAW Values Awards was implemented for the first time under the auspices of the Ad Foundation. Ad Foundation, championed by its Chairman Johnip G. Cua, made the ARAW Values Advertising Awards as one of its flagship projects in early 2007.
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2000
2002
2008 - 2012
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2006
The Ad Foundation & the ARAW Values Advertising Awards The 5th ARAW Values Awards had two industry leaders at its helm, sharing the role of co-chairmanship, as part of the awards program transition phase. Raul S. Alvarez, Chairman of AdBoard Values Promotion Committee, and Antonio R. Samson, the foundation Immediate Past Chairman, who led the foundation for almost eight terms, co-chaired the 2006 ARAW Values Advertising Awards Organizing Committee. The foundation made the 5th ARAW Values Advertising Awards more dynamic and highly visible. Its organizing committee implemented a multimedia awareness campaign, that included the set-up of the 1st ARAW Values Awards website, a trimedia awareness campaign, and the use of ambient advertising/OOH as part of the competition entry kits. It also sustained the partnership with ABSCBN started in 2002, and for the first time, realized an SRO audience of industry and students for the December Awards Night. For the first time again, there was a profitable net revenue-sharing on the awards delayed telecast between the TV network partner and Ad Foundation.
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The foundation opted to manage the Values Awards directly, instead of biennial rotation-hosting by association-members, in view of the foundation’s membership composition; a mix of corporate business entities, industry associations, academic organizations and deserving individuals. The foundation also decided to structure the various Organizing Committees of the Values Awards and its operating units, to include a select multi-sector composition of members from the foundation and the industry, working together in unity; enhance the awards program thrusts to include values orientation, particularly for the young; and uplift the program’s stature and visibility as a unique and novel awards program in the industry and in the country. The following year, on the 6th ARAW Values Awards, the 2008 Values Awards Organizing Committee, with incumbent foundation Chairman Johnip Cua as its concurrent Overall Chairman, enhanced the objectives of the ARAW Values Awards program, refined the Competition
Rules and Jury System geared to lessen its number of winners, and expanded its competition coverage at the same time. And the Committee also adopted the 2004 logo of Values Awards, together with its slogan,“Let Filipino Values Shine”, as permanent identity and brand of the values oriented awards program, to establish its distinct identity and stature. It further included a “Students’ Choice” Special Awards, aside from sustaining “People’s Choice” Special Awards. In addition, the foundation held roadshows on the ARAW Values Awards, presenting the finalists and winners reels to various student congresses and fora of the academe in marketing communications. It sustained the ARAW Values Awards website, using an interactive design, to include downloadable entry forms. It had an SRO audience of industry and students at ABS-CBN’s Dolphy Theater, that subsequently, became as the ARAW Values Awards “home” theater, at the same time, that the viewership rating of its delayed telecast special in January of the following year realized a good percentage increase.
In 2010, the ARAW Values Awards Organizing Committee, with Manuel P. Quiogue as its Overall Chairman, made the ARAW 7 Cornerstone Values as a competition category, aside from being judging criteria for Branded Communications and Advocacy Advertising Competition divisions. Thus, the ARAW 7 Cornerstone Values became more visible. A Students’ Competition division was also integrated, instead of continuing the “People’s Choice” and “Students’ Choice” Special Awards. Sustaining the interactive Values Awards website design, the Organizing Committee enhanced furtherits substantive contents. The 7th ARAW Values Advertising Awards generated the highest net revenue for the foundation and its TV network partner, unprecedented in the entire history of the awards program since 1998. Its delayed nationwide TV special, subsequently aired over ABS-CBN’s The Filipino Channel (TFC) with its reach to Filipino communities in some parts of the United States, generated a relatively high national TV viewership rating of 9%.
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This year is the 8th ARAW Values Advertising Awards. Ad Foundation appointed once more its incumbent Vice-Chairman, Meckoy Quiogue, to lead the 2012 ARAW Values Awards Organizing Committee, with board members Lorenzo “Chichi” Barros and Ma. Belen “Blen” Fernando, as deputy chairmen. The above foundation appointments were made way back in September and November 2011, for an early organizational start of the 2012 ARAW Values Awards Committee work and considering further the foundation calendared and committed projects for 2012. The 2012 ARAW Values Advertising Awards Organizing Committee, composed mostly of previous members of the 2010 and 2008 Values Awards working group, started its work in mid-March 2012, completing practically all the organizational requirement and milestones of the 8th ARAW Values Awards by April and May. The Ad Foundation made the industry’s ARAW Values Advertising Awards more participative and highly visible, reaching out to the
various publics through multimedia awareness campaigns before and way long after the values awards season. Its initial objective of encouraging values oriented advertising within the industry was multiplied fivefold by Ad Foundation. As one of the Ad Foundation flagship projects, the biennial industry ARAW Values Awards became a distinct program with its own brand and permanent identity to also inculcate positive Filipino values of immense benefit to the welfare of industry, people and even, country. The ARAW Values Awards program has grown into a high impact project, attaining apparent success in promoting the ARAW 7 Cornerstone Values, inculcating positive Filipino values for social changes, and enhancing the industry’s social responsibility, all in the same breadth.
Highlights of the ARAW Values Awards
1998 -2010 1998
2002
2004
The 1st ARAW Values Awards was held in December 1998, with Antonio S. Ventosa as its Overall Chairman, and 4-A’s as its host association. Its logo adopted the ARAW Creative Awards stylized “sun” emblem in the middle of a framed box, with the “ARAW Values Awards” title on the top and bottom rectangular box.
The 3rd ARAW Values Awards in December 2002, was hosted jointly by ASAP and MORES, with Dodie Lucas of ASAP as the Overall Chairman.
In 2004, the 4th ARAW Values Awards had the 4-A’s again as its host association, with Tom Banguis as Overall Chairman.
z Developed its own logo, reflective of its theme: “Are Filipino Values Becoming Extinct?”
z Re-designed the 1st Values Awards logo, with a more prominent “sun” emblem
z Theme: “Enriching Filipino Values through Responsible Communications”
z Included for the first time, Special Awards such as the “People’s Choice” and the “Kababaihan” Awards
z 1998 Values Awards Organizing Committee developed the Competition Rules and Mechanics, using as models the industry biennial Creative Awards and the annual Creative Awards of the 4-A’s, together with Competition mechanics of some international creative awards program on advertising
z Presented recognition honors for three post-Martial Law pioneers of values advertising, namely; Jose “Totoy” Avellana, Herminio Ordonez, and Antonio Samson z Held a roving exhibit of the Competition finalists in key Metro Manila cities, in Cebu City, and in Davao City z Started the ARAW Values Awards and ABS-CBN TV partnership for a delayed telecast in the latter part of December z Garnered a high viewership rating of 12% for the ARAW Values Awards TV special
2000 The 2nd Values Awards was held in December 2000, with PANA as host association and Angelica Suiza as its Overall Chairperson. z Adopted practically the same logo, but with some revisions such as adding the year 2000 as a prominent feature of the stylized and framed “sun” logo, and some color hue changes for special effects z Theme: “Enriching Filipino Values through Responsible Advertising”
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z Theme: “Let Filipino Values Shine” Revised and re-structured the Competition Rules and Jury System, with Robert Labayen, Rules Committee Chairman, as its prime mover z Sustained the “People’s Choice” and “Kababaihan” Special Awards, further integrating a Rotary Club Special Awards, sponsored by the Club as part of its anniversary celebration z Registered the highest number of entries among all the previous ARAW Values Awards competitions z Featured a dazzling showcase that delivered the social message, at the same time, demonstrating industry creativity and state-of-the-art z December TV special, aired nationwide over ABS-CBN on the same month, suffered in sponsorship support and viewership rating amid the clutter of popular and star-studded Holiday TV specials The 2004 ARAW Values Awards was the last of the biennial series held under the auspices of the AdBoard and its Values Promotion Committee. In April 2006, the AdBoard decided to formally turn over the industry biennial awards program to the Advertising Foundation of the Philippines.
z Sustained the People’s Choice Special Awards for public viewership participation and introduced the “Students’ Choice” Special Awards z Held presentations of Competition finalists’ and winners’ show reels and the Awards Night TV special to students’ congresses and other marketing special events as post-Awards Night roadshows
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z Held the awards night at the ABS-CBN’s Dolphy Theater, that made the above as the “home” theater of future ARAW Values Awards Night
The 5th ARAW Values Awards had Raul Alvarez and Antonio Samson, AdBoard Director and Ad Foundation immediate past Chairman, respectively, as Co-Chairmen. The Awards Night was held on December 13, 2004 at the C. Romulo Auditorium of RCBC Plaza. z Developed its own logo, using the same stylized “sun” emblem, but this time more than half of the “sun” figure was out of a framed, grey stylized box to denote movement. z Theme: “Enriching Filipino Values Beyond Advertising”; with a tactical slogan, “May Panlaban ka ba sa ARAW?” z Used ambient advertising materials as part of the Competition Entry kits, i.e., sunglasses and umbrellas, that also served as souvenir tokens to guests and sponsors, a new competition entry deviceas designed by its Creative Committee Chairman, Merlee Jayme, which attracted the interests of industry and the general public z Sustained the “People’s Choice” Special Awards z Honored 12 organizations for their pioneering moves on values advertising in post-Martial Law years z Had the unprecedented high number of bronze and silver winners z For the first time, realized an SRO audience for the Awards Night, in the history of the Values Awards z Set up, for the first time, a Values Awards website as part of its hyped multimedia information and promotions campaign on the Values Awards Competition, with downloadable Entry Forms, under the stewardship of Ruperto S. Nicdao, Jr. as Information & Promotions Committee Chairman z Generated high net revenues from the telecast special for the foundation and its TV network partner, reaching a gross of P 2.0M, the first in the entire history of the Values Awards program telecasts
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z Held cocktails for the theater audience, for the first time in the awards program history, at the ABS-CBN garden and lobby of the Dolphy Theater, with some drinks and food sponsored by foundation members
2008 The 6th ARAW Values Awards, under the stewardship of Foundation Chairman Johnip G. Cua as its Overall Chairman, was held at the Dolphy Theater of ABS - CBN in early December 2008. ARAW Values Awards Vice - Chairmen were the foundation ViceChairman & Comptroller, Ruperto Nicdao, Jr. of the KBP, and Ad Foundation Charter member and board member then for 4-A’s, Andre Kahn. z Adopted a permanent “brand” for the Values Awards program as its distinct identity, selecting the 2004 Values Awards graphic logo design, together with its slogan, “Let Filipino Values Shine” z To further enhance its stature and integrity, revised the Competition Rules and Jury System to ensure fewer number of winners under the auspices of its Rules Committee, Matec Villanueva z Adopted the tactical slogan, “Values Rock”, and baller bracelets with the ARAW 7 Cornerstone Values inscriptions as part of the entry kits and special give-away to guests, giving the Values Awards an appealing look to the youth z Designed and set up an interactive website, that also provided a measure of the ‘visits’ ofreaders and viewers z Honored three (3) industry personalities for their outstanding contributions to the development and growth of values advertising and the values awards program, namely; Luis Morales, Jimmy Santiago, and JJ Calero
z Awards Night showcase, with a star-studded cast, was adjudged the best among the previous Awards Night showcases, with its impactful delivery of the ARAW 7 Cornerstone Values in the Awards Night ceremonial rites, sustaining an entertaining, values oriented program at the same time z Registered a relatively high viewership rating of 8.5% for its January 2009 TV special, although a far second still from the 3rd Values Awards of 12% TV nationwide viewership rating.
2010 The 7th ARAW Values Awards in December 2010 had Manuel “Meckoy” Quiogue as Overall Chairman. Quiogue is a renowned marketing expert, a past AGORA for Marketing Achievement and IABC for Marketing Excellence awardee, a foundation board member and executive officer, and the incumbent Country Head of Group M. Vice -Chairmen were Lorenzo “Chichi“ Barros, Senior Vice-President and Head of the International Marketing Division of UNILAB and a Foundation executive officer; and Ma. Belen “Blen” Fernando, Vice-President for Marketing of Alaska Milk Corporation, a 2009 AGORA for Marketing Achievement awardee, and an incumbent Ad Foundation board member. Extending their special support as members of the 2010 Values Awards Executive Committee Core Group were: Johnip G. Cua, Ad Foundation incumbent Chairman of the Board, former President & General Manager of Procter & Gamble Phils., a past AGORA for Marketing Achievements and Excellence awardee, and incumbent Board Director of Macroasia Corp.; and Ruperto S. Nicdao, Jr., incumbent Ad Foundation ViceChairman & Comptroller, President of Manila Broadcasting Company, incumbent Chairman of Kapisanan ng mga Brodkaster ng Pilipinas (KBP), and incumbent Board Director of the industry self-regulation body for advertising content, the Ad Standards Council (ASC).
Foundation Executive Director, Linda Gamboa, concurrently chairing the 7th Values Awards Administrative Committee, served as the ExCom Core Group and Values Awards program coordinator. Members of the 2010 ARAW Values Awards Overall Organizing Committee were a select corps of volunteers, mostly CEO’s and COO’s, from the multi-sector industry and foundation memberships, with renowned expertise in various fields of advertising and marketing communications, and a track record on social marketing endeavors. z Adopted as tactical slogan, “You can tell the values of a nation by its ads”, a quote of renowned British book author, Norman Douglas z Developed a thematic campaign, using the Values Awards permanent logo prominently in all the multimedia components z Re-structured the Values Awards Organizing Committee, to include an Executive Committee with its well-defined composition, for immediate decision-making as may be needed z Refined the Competition Rules and Jury System, to include for the first time the ARAW 7 Cornerstone Values as competition categories for the Branded Communications and Advocacy Advertising divisions, with an expanded coverage of forms and media inclusiveof marketing communication trends and developments, under the partnership of tenacious Rules Committee co-Chairmen, Nonna Nañagas and Randy Aquino z Integrated and piloted for the first time, a Students’ Competition division z Sustained and further enhanced the interactive Values Awards website z Sustained a more dynamic and visible information and promotions campaign with its post- Awards Night roadshows to students and industry, showcasing the Values Awards finalists’ and winners’ reels z Held the star-studded, values oriented Awards Night at the ABS-CBN’s Dolphy Theater on December 8, 2010 z Replicated the 2008 hosted-cocktails for the Awards Night audience, guests and performers z Realized the highest net revenues for Ad Foundation and ABS-CBN sharing, a gross of almost P 2.6M, in the entire Values Awards history, overtaking that of 2006 ARAW Values Advertising Awards, kudos to the tedious work of the Ways & Means Committee co-Chairmen, Hermie de Leon and Ma. Belen Fernando
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z Generated a higher viewership rating of 9% for its delayed telecast special in January 2011 z Had the TV special also aired over ABSCBN’s TFC for the first time, reaching the Filipino communities in some parts of the United States The 2010 ARAW Values Awards covered a more comprehensive competition division, with expanded media categories, that also expanded divisions of Competition Entries into Industry and Foundation members, NGO’s and international organizations based in the country, and students of advertising, marketing communications and its allied fields. And the Competition Media Categories were likewise expanded to cover recent trends such as Direct Communications/Activation and Digital/ Interactive Marketing to include sponsored special events and presentations, in addition to traditional media. Entries per Values category and media, were simplified to either be Single Entry or Multimedia Campaigns. The Jury System was also re-structured, adding more weight to the social message, but sustaining at the same time, a balance on creativity, and implementation integrity of the materials, and for the first time, using the ARAW 7 Cornerstone Values as categories in the clustering/division of the various panels of judges for the simultaneous Preliminary-Finalists judging sessions. The Revised Competition Rules and Judging Mechanics were cascaded to the entire industry and the various publics, downloadable, with color-coded Competition Entry Forms for industry members and students, in the interactive ARAW Values Awards website.
The focus of the 7th ARAW Values Awards on the ARAW 7 Cornerstone Values, both as a competition category and as a judging criteria in the recognition of advertising and marketing communications that promote values, certainly enhanced the awards program and highlighted the industry’s social responsibility. Undoubtedly, the ARAW 7 Cornerstone Values are imperatives for the transformation of people and country towards the national aspiration of attaining development and progress. As such, its sustained promotions as a foundation of a truly unique and novel values awards program is critical to values advocacy and inculcation of positive values for social change. The industry biennial ARAW Values Advertising Awards will always be the genuine proof on the sincere commitment of the Advertising Foundation and the entire industry, honed on self-regulation for almost four decades, to pursue values advocacy and developmental programs of benefit to all its members and stakeholders, to people and country.
“Let Filipino Values Shine” will definitely highlight positive values, and through values promotion, enable the Ad Foundation and the industry assist in attaining social changes for nation-building.
The Advertising Foundation of the Philippines (Ad Foundation) and ABS-CBN Corporation formally sign the agreement on the 2012 ARAW Values Advertising Award’s TV Network partnership.
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19th & 20th Floor, Tower 1, The Enterprise Center, 6766 Ayala Avenue, Makati City
broadcast media partners
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outdoor
NELSON L. CRUZ Director/Copy Writer/Art Director Address: ROLL! Unit 307 Cattleya Condominium 235 Salcedo Street, Legaspi Village, Makati City Phone: +632 817.4138, +632 812.5690, +632 948.9070 Fax: +632 812.5690 Email: nelsoncruzph@yahoo.com
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HIZON’S CATERING AND CORPORATE CANTEENS Address: 22 Renowned Lane Sanville Project 6, Quezon City, Philippines Telephone Numbers: +63 (2) 925-0107 +63 (2) 925-0103 E-mail Address: info@hizonscatering.com
Special Acknowledgment
Advertising Foundation of the Philippines Board of Trustees and Executive Officers, together with its 2012 ARAW Values Advertising Awards Overall Organizing Chairman and Executive Committee, are greatly thankful to all who helped make this 8th Values Awards season more responsive and meaningful and, indeed, a resounding success, particularly the following:
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All the Competition entries to the 2012 ARAW Values Advertising Awards, a manifestation of the multi-sector industry’s enhanced understanding and appreciation of the biennial awards program as well as a reflection of the industry’s growing social responsibility.
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Mr. Eugene Demata, multi-awarded Executive Creative Director of DM9JaymeSyfu, as 2012 Values Awards Creative Committee Chairman, for his creative prowess and untiring patience to deliver all the creative requirement of ARAW Values Awards, pro bono.
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Messrs. Allen Velez and Vince Reyes for their super-efficient work on all the production and technical requirement of Values Awards as coChairmen of the 2012 ARAW Values Awards - Production Committee, harnessing together a number of ASAP members with a growing social commitment.
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Ms. Jay Sarmiento, Corporate Communications Manager of The Philippine Star and Board Secretary of the UPMG, together with her entire 2012 Values Awards Information & Promotions Committee, specially website designer-manager, Dome Pili of MBC; staff writer Aye Ubaldo of ASAP; member Joemai Parroco of MBC and Ad Foundation Executive Director Linda Gamboa, for the upgraded and sustained multimedia communications campaign on the ARAW Values Awards this year.
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The creative-production team of Director Nelson Cruz of Roll Inc., Vince Reyes of Executive Decisions, Roy del Valle of Noisy Neighbors, and Allen Velez of Events Pool, all of the ASAP incumbent board of directors, for their pro bono “May ARAW KaRin” audio-visual presentation for all the 2012 ARAW Values Awards roadshows.
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Ms. Tessie Celestino Howard of Airtime Marketing and as 2012 Values Awards Admin & Logistics Chairperson, for her management of the Awards Night cocktails and its requirement.
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Our founding pillar, GMA Network, for providing the airtime for airing the 2012 ARAW Values Awards TVC’s and radio plugs, and providing as well coverage and newsbits on some 2012 Values Awards milestones.
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The secretariats of the KBP and the ASAP for extending their special support to the Ad Foundation secretariat on various 2012 ARAW Values Awards requirement.
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Ms. Chit Guerrero of ABS-CBN’s Special Projects Group, together with Direk Alco Guerrero, and Ms. Guerrero’s staff, Messrs. Itchy Flores and Jeff Peñamora, for their dedicated commitment on a values laden and highly entertaining Awards Night programme.
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Msdmes. Hermie de Leon, President & CEO of MPG, for undauntedly chairing the 2012 ARAW Values Advertising Awards Ways & Means, with the invaluable assistance of Ms. Blen Fernando, Vice-President of Alaska Milk Corp. and the 2012 Values Awards Vice-Chairperson, melding with the sales force of ABS-CBN Integrated Marketing Group headed by Mr. August Benitez. Ms. Mio L. Chongson, COO of Ace Saatchi and Chairperson of 2012 Values Awards Rules Committee, together with her entire Rules Committee members and Special Consultant and Ogilvy & Mather Phils. Vice-Chairman Randy Aquino, for their time, talents and other resources on the enhancement of the Competition Rules and Jury System, and their tenacious competition management.
Mr. Robert Labayen, Vice-President of ABS-CBN & Head for its Creative Group and as 2012 Values Awards Chairman for Special Projects, for his concept-development of an ARAW Values Awards book, and together with his sole member, Roy Vincent del Valle, President of Noisy Neighbor and the ASAP, for their collaboration work on a Values Awards theme song.
The entire board of the Kapisanan ng mga Brodkaster ng Pilipinas (KBP) and its TV and radio network members, for their support to the broadcast media campaign through donated airtime for the frequent plugs of “Good Ads” TVC as produced by Abracadabra, and “Pag May Values Sikat; Join Ka Na” radio plugs, and MBC, for its in-house production of the radio plugs, based on the script of ABS-CBN’s R. Labayen.
Our print media partners, The Philippine Star, Manila Bulletin, BusinessMirror, BusinessWorld, and Malaya/Business Insight, for providing the print ad spaces and press releases for 2012 ARAW Values Awards awareness campaign requirement. The secretariats of the Association of Accredited Advertising Agencies-Philippines (4- A’s – P) and the Philippine Association of National Advertisers (PANA), particularly its executive directors Msdmes. VanneTomada and Digna Santos, respectively, for their great support on the cascade of information on 2012 ARAW Values Awards Competition, Competition list of finalists, and the Awards Night ticket sales, to their respective members.
The lean and mean secretariat of Ad Foundation for coping with all the multi-faceted 2012 ARAW Values Awards requirement, together with other simultaneous programs and projects of the foundation. The 64 eminent industry leaders and personalities who constituted the 7 Panels of Judges last November 8, 2012 for the PreliminaryFinalists Judging of all 330 entries at Unilab’s Bayanihan Center. The 2012 ARAW Values Advertising Awards Special Jury for their time and wisdom as they went through tedious hoursto select the Platinum among 19 well-deserving Gold winners. Punongbayan & Araullo, particularly Auditor Sonny Lalunio and his team, for their auditing services as the independent auditor of the ARAW Values Advertising Awards. Our production partners, MPG/Havas Media for the merchandizing flyers; Executive Decisions, Inc. for the specially discounted Competition judging Reels; Summit Media and 2 x 2 Underground Logic for streamers and drop banners; The Fourth Dimension for all the 30 Values Awards promo tarps; and Vitalstrats Creative Solutions and G. A. Printing, for special discounts on the 2012 ARAW Values Awards souvenir brochures.
And last, but never the least, Mr. Gabby Lopez and Ms. Charo Santos Concio and the rest of the management officials of ABS-CBN Broadcasting Corp., for their most valued support to our foundation and their sustained partnership with ARAW Values Awards as its TV network over the years to date.
Editorial Box Editorial Board Lizelle G. Maralag; PRO - Ad Foundation Manuel P. Quiogue; 2012 Values Awards Overall Organizing Chairman Jay Sarmiento; Chairperson - Values Awards Information & Promotions Committee Jun Nicdao; Chairman of the Board - Ad Foundation
Executive Editor Linda C. Gamboa; Foundation Executive Director & 2012 Values Awards Overall Program Coordinator
Designer & Art Director Eugene Demata; Chairman - 2012 Values Awards Creative Committee
Overall Creative & Art Director Amrei Dizon; VitalStrats Creative Solutions & 2012 Production Committee Member
Contributing Editors Aye Ubaldo; AdEdge & ASAP Robert Labayen; Chairman - 2012 Values Awards Special Projects Committee
Editorial Assistant Maria Teresa Joson; VitalStrats Creative Solutions
Graphic Designers & Photo Editors Louie Bu単ag; VitalStrats Creative Solutions William Manalang; VitalStrats Creative Solutions Johanz Isip; VitalStrats Creative Solutions
Coordination & Liaison Angelica Fernandez; VitalStrats Creative Solutions
Photographer Ernie Redondo Pe単a; The Philippine Star
Production Supervisors Allen S. Velez; Chairman - 2012 Values Awards Production Committee Vince S. Reyes; Co-Chairman - 2012 Values Awards Production Committee
Printer G. A. Printing
Publisher Advertising Foundation of the Philippines and its 2012 ARAW Values Advertising Awards Organizing Committee; December 7, 2012; Makati City, Metro Manila, Philippines.
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Bibliography and References 1. ARAW Values Awards Souvenir Brochures/folios; 2002, 2004, 2006, 2008 & 2010. 2. AdBoard -Ad Foundation Signed & Notarized Agreement on ARAW Values Advertising Awards; April 2006. 3. ARAW Values Awards Organizing Committee folders for 2006, 2008 & 2010; Foundation Secretariat files.
16. 6th ARAW Values Advertising Awards Souvenir Programme; December 2008; Ad Foundation Library files; Ad Foundation secretariat office, Makati City. 17. 6th ARAW Values Advertising Awards Project Master file, May 2008 to February 2009; Ad Foundation secretariat office, Makati City.
4. Terminal Reports of ARAW Values Awards, 2007, 2009 & 2011; Ad Foundation Secretariat files.
18. 7th ARAW Values Advertising Awards Souvenir Programme; December 2010; Ad Foundation Library; Ad Foundation secretariat office; Makati City.
5. Primer of the Advertising Foundation of the Philippines, 1st and 2nd editions; October 2009 & July 2010; published by Advertising Foundation of the Philippines.
19. 7th ARAW Values Advertising Awards Organizing Committee Meeting folders; April & May - November 2010; Ad Foundation secretariat files; Makati City.
6. Annual Report of the Advertising Foundation of the Philippines (published); July 1992 & September 2012; (Year-end Reports, unpublished & collated) 1993 to 2010; Makati, Philippines.
20. MOA files on ARAW Values Advertising Awards Program, Ad Foundation with ABS-CBN and Ad Foundation with Punongbayan & Araullo, series 2006, 2008, & 2010; Ad Foundation secretariat files; Makati City.
7. Amended Constitution & By-laws, Advertising Foundation of the Philippines, Inc.; SEC &Ad Foundation Secretariat files. 8. Special Certification Registration Papers (Tax-exempt Donee Institution, Business League, and Non- VATable Organization); DOF-BIR& Ad Foundation Secretariat files. 9. “Breaking Through”, Annual Report of Advertising Foundation of the Philippines for 1990 -1991; Advertising Foundation of the Philippines, July 1992; Makati City. 10. 3rd ARAW Values Advertising Awards Souvenir Programme & Report; December 2002 and January 2003; Advertising Board of the Philippines; Ad Foundation Library; Makati City. 11. 4th ARAW Values Advertising Awards Souvenir Programme & Report; December 2004 & January 2005; Advertising Board of the Philippines; Ad Foundation Library; Makati City. 12. AdBoard and Ad Foundation Memorandum of Agreement on the Turnover of the ARAW Values Advertising Awards; April 28, 2006; Ad Foundation secretariat files; Makati City. 13. 5th ARAW Values Advertising Awards Souvenir Brochure; December 2006; Advertising Foundation of the Philippines; Ad Foundation Library; Makati City. 14. 5th ARAW Values Advertising Awards Program; AVA Awards Project Master file, 2006 – 2007; Ad Foundation secretariat office; Makati City. 15. Ad Foundation Minutes of Executive Committee Meetings for 2007; Ad Foundation secretariat files; Makati City.
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21. Summary of Recommendations of the 2010 ARAW Values Advertising Awards Organizing Committee; Ad Foundation secretariat files; Makati City. 22. Minutes of Ad Foundation Executive Committee Meetings; select folders & series for 2009, 2010, 2011 & 2012; Ad Foundation secretariat office; Makati City. 23. Primer of the Advertising Foundation of the Philippines; 1st -3rd edition; 2009-2010; Ad Foundation secretariat files; Makati City. 24. “Annual Report for Year-end 2011”; Advertising Foundation of the Philippines; September 2012; Makati City. 25. Set of Recommendations by the 2010 ARAW Values Advertising Awards Organizing Committee, i.e., 2010 Rules, Production and Admin/Logistics Committees; Ad Foundation secretariat files; Makati City. 26. Terminal & Project Closure Audited Reports on 5th, 6th and 7th ARAW Values Advertising Awards; Ad Foundation secretariat files; Makati City. 27. Minutes of Ad Foundation Executive Committee Meetings; September & November 2011; Ad Foundation secretariat files; Makati City. 28. 8th ARAW Values Awards Master & Meeting folders; March to November 2012; Ad Foundation Secretariat files; Makati City. 29. ARAW Values Awards 2012 website, www.arawvaluesawards2012.com; July 2012 to the present.
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