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A Gracious Exit Ad legends Mon and Abby Jimenez











Issue #19 Jan-Feb 2009 Philippines P180 Indonesia IDR 100k Malaysia MYR 15 Singapore SGD 10 Hong Kong Thailand

Issue #19 Jan - Feb 2009 P180

The Word on Advertising

See you in Boracay

Creative supremos David Droga and Stefan Sagmeister in one festival, on our island. Pinch us.




Switching seats at Ogilvy Clay calls it a day Leadership changes at DM9 JWT reshapes

32 EXCLUSIVE Mon & Abby Jimenez



BOOK REVIEW: Outliers BOOK REVIEW: A Life of Possibility


by Marcus Rebeschini, Y&R Singapore

96 PRIVATE VIEW 22 OBAMA THE DIGITAL PRESIDENT The Bigger Picture by Cid Reyes Cents & Values by Nanette Franco-Diyco 18 AD CONGRESS Logic & Magic by Bong Osorio 68 CANNES 60 ADFEST 38 THE R WORD: OUTLOOK 2009 64 PROFILE Chris Thomas, BBDO Asia Pacific 114 MAD ABOUT: THE ASC

Market Mentor by Willy Arcilla


adobo Ads of the Month ad nauseum ad alike The adobo Centerfold Bang for the Buck Truth in advertising Creative Showcase / Local Creative Showcase / Regional















adobo magazine is published bi-monthly by

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Š All rights reserved by Sanserif, Inc. No part of this magazine may be reproduced or transmitted by any means without the prior permission of the publisher. While every effort has been made to ensure the accuracy of the information in this publication, the publisher and the editor assume no responsibility for errors of omissions or for any circumstance of reliance of information in this publication. The opinions expressed in this publication do not necessarily represent the views of the publisher or editor. Advertisements are the sole responsibility of the advertisers.

Letter from the editor-in-chief

Three is a magic number! Yes it is. It’s a magic number! Certainly for adobo magazine. We have dished out huge portions of adobo for three significant years. Thousands of weighty pages in 18 editions, feasted on and savored by advertising, marketing, media, student and communications specialists in the Philippines and beyond our shores. Terry Savage, Chairman of the Cannes International Advertising Festival said, “[I] Cannot believe it is only three years –seems like it has been with us forever!” We were “The Philippine Advertising and Brand Communications Magazine.” We are now “The Word on Advertising.” We cover any form of communication that has a purpose, good or bad ideas, thought-nuggets that inspire creativity for the good of our industry. Labeled as “the bible of advertising,” “the best ad mag in the region,” “used as text for teaching in universities,” we have done well. They have said that a magazine’s first three years are the hardest, but we’ve made it this far. With no backing from big publishing firms, we have survived the high cost of writing, piecing and printing (on 100-percent recycled paper), with only a lean, hardworking, young team. Our digital and events space also impacted this fast and news-hungry world., adobo eblasts, adobo text-blasts, adobo main course lectures, adobo books. All came exponentially. There was a need, and there was opportunity. I know adobo could do better—much better—but I do not want to succeed at all cost and lose the fun in putting the magazine together. Two TV networks are asking if I want to do adobo TV. Gosh! I can’t fathom it! It takes so much of my energy just to get the magazine right. adobo survived where, over the past 50 years (so said one ad veteran), others tried and failed. I did not have a three-year plan, just an idea that I put in print. “No one, not rockstars, professional athletes, software billionaires, nor even geniuses makes it alone,” wrote Malcolm Gladwell in Outliers. It is a truism that great achievement is grounded in “a web of sometimes unrelated advantages and inheritances” and “demographic luck” that converts mere talent into triumph. That was the case with adobo. We came at the right time. We celebrate anniversary no. 3 in February 2009 and, just like you all, want to tide over the next three years. Let’s work at it together. Thank you for being part of our luck!

Founder, Publisher & Editor-in-Chief

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Switching seats at Ogilvy

Tham Khai Meng becomes first Asian to lead creative at a global network; Isaac, Heath, Mayo move up The elevation of O&M Asia-Pacific head Miles Young to global CEO set off a chain of management promotions in January: Tim Isaac, Paul Heath and David Mayo. On the creative side, in November Tham Khai Meng become Worldwide Creative Director of the global advertising network – the first Asian ever to do so. Having joined Ogilvy in 2009, the Singaporean Khai is credited with leading the network to both creative and financial success. During his tenure, Ogilvy Asia-Pacific was named Campaign Brief’s Creative Network of the Year for seven consecutive years.

Khai’s global appointment, coinciding with that of Young, is considered a turning point in Asia’s growing prominence in global advertising. Taking the reins as Chairman of

Locally, the agency would remain “lean, hungry and terrier-like.

Ogilvy AsiaPacific is longtime Miles Young lieutenant Tim Isaac. Since his appointment at yearend, Isaac has acted quickly to emerge from Young’s long shadow, launching, a website that make the case directly to finance managers and other advertising skeptics. Isaac’s main rival for the top regional job, Paul Heath, was appointed to the newly created role of CEO of O&M Asia Pacific. Most recently, Heath led O&M Advertising in the region to record new business success. Heath’s seat in turn was filled by David Mayo, Heath’s vice-president for Advertising for the last three years. Upon his appointment as regional president, Mayo said only that he would maintain Advertising as the “front door” to a network of services. (He was also quoted as saying that on the local level, the agency would remain “lean, hungry and terrier-like.”)

Leadership changes at DM9JaymeSyfu

Clay calls it a day


“I felt now is the right time,” is all Steve Clay would say about his decision to resign as Executive Creative Director of Lowe Philippines, effective mid-March. Lowe CEO Mariles Gustilo says, “I want to thank Steve for his contributions to the agency, most especially his efforts at improving our creative standing as seen in last year’s Tinta Awards. We intend to carry on this legacy. I wish him all the best in the future.” At press time, Clay was in talks with Lowe Worldwide for a possible reassignment. No replacement at Lowe had been named. january-february '09

DM9 JaymeSyfu, an affiliate of DDB Worldwide, and one of the leading creative shops in the country, announced important developments in their top management. Merlee Cruz-Jayme becomes Chairman, on top of her current role as Chief Creative Officer). Alex Syfu, Partner and Board Member, will focus on his new roles as Chief Adviser & Chief Relations Officer. Joining the agency in February as General Manager is Ronald Barreiro. Barreiro will focus on business development and operational management as the agency transitions for growth. Barreiro was formerly EVP for Account Management at Publicis Manila, where he headed a 40-person team on accounts such Nestle Phils., Beam/Maxxium, Robinson’s Department Store and URC.

Merlee Jayme Alex Syfu

Ronald Barreiro

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newsline Lowe, Ogilvy get Caples finalists

The New York-based John Caples Awards for direct marketing recently announced that two Manila campaigns were among its 2008 finalists. Good luck to Lowe Phils.’ Kuff’n’Kollar mailer (also a winner at last year’s Adfest) and OgilvyOne’s “Ang Mamatay nang Dahil Sa ‘Yo” web-driven integrated campaign for Nike, in support of Manny Pacquiao. Winners will be announced in midMarch. As a competition that evaluates results as well as creativity, the Caples are one of the top awards in direct marketing.

“Liberate your diet ” – local starlet joins PETA campaign

Philippine TV starlet/singer Yasmien Kurdi is the latest celebrity endorser of People for the Ethical Treat-ment of Animals (PETA) AsiaPacific. A top contender in PETA’s search for Asia’s sexiest vegetarian, Kurdi was an ideal endorser. “I’m asking people to liberate their diet and give vegetarianism a try,” she said. There is no word on whether any actual hamburgers were consumed by the makers of these ads.

Life begins anew: CCP launches year-long 40th anniversary celebration

Far from having a midlife crisis, the Cultural Center of the Philippines at 40 is alive and well, and beginning life anew. Feb. 1 marks the public kick-off of a year of art, culture, performance and multi-media show-cases to spotlight the best and brightest of the CCP’s illustrious history. The 40th anniversary events will have three main thrusts: Filipino artist excellence, brave, new and original Filipino creations, and the cultural empowerment of the country’s regional arts. During the recent launch, CCP President and Artistic Director Nestor O. Jardin underscored the CCP’s support of Filipino artistry and its role in funding and preserving Filipino works that help define us as a people. For the event schedule and to find your own way to contribute to the CCP’s 40 th anniversary, visit


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You can’t escape it. Layoffs are happening in epic numbers and high levels, from very big agencies. Regional jobs are evaporating; local accounts are suddenly the belles of the ball. And the worst is not over yet. How many jobs are we really talking about? As of Jan. 29, one blog’s Agency Layoff Tally was 6,902 US jobs, from agencies big and small. WPP, Omnicom, Interpublic and Publicis have all announced that they will be slashing jobs. And this in a year cushioned by

Many agencies are already pared to the bone, yet are being tasked to cut more. the massive one-time ad spend from the Olympics and the presidential elections. But not everyone is doing it hard. While cutting 10% of its workforce, WPP just bought two agencies and research giant Taylor Nelson Sofres. Over and above his US$10.3 million salary, Omnicom CEO John Wren received a bonus of $25 million in stock options (meaning shares he can choose to buy cheaply and sell at market price), days after he canned 3,500 employees.* Manila's industry is feeling the pinch as well. Already in conservation mode since early

2008, agency heads are at wits' end from the battle to protect both employees’ jobs and regional balance sheets. Conference attendance, award entry fees and entertainment are just a few of the costs being cut. But as our Outlook 2009 section shows, optimism and gumption are just as important as fiscal discipline. Is there a silver lining in all this? WPP has reportedly issued a memo ending the use of freelancers. But locally, some freelancers report quite steady work – a consequence of limited headcount and unlimited pitching.

Meanwhile, other creatives have plunged right in, reforming themselves for the times. Fired from Arnold in Boston, ACD/Copywriter Erik Proulx started in November 2008 to stay sane. From a support group for the freshly fired, ‘PFTA’ has now become a hiring resource, organizing resume banks and job searches to help its readers get out of the club. But founder Proulx still has to appeal for tech support and help. And it’s only February.

* For a blood-boiling account of Wren's and other estimated CEO compensations, adobo refers you to BNet Advertising, an innocuously named but formidably researched blog by former Adweek managing editor Jim Edwards. (

ARAW to incorporate effectiveness In a big break with tradition, this year’s ARAW Awards will change its entry rules to consider advertising and media effectiveness as well as creativity. Rules will be announced in March by the Ad Leigh Reyes Congress Creative committee, headed by 4As representatives Leigh Reyes and Raoul Panes. The news has generally been positively received. But some have expressed misgivings that without a big show judged solely on creative merit, Philippine advertising creativity will lose what little international competitiveness it has gained. The logic here goes that letting economics (sales results) into the award calculation will ultimately leave us with little or no work that is good enough to enter in purely creative competitions.

Why the change? Partly because historically, the biennial ARAW has been the biggest night of the year for creative agencies – but no one else. Thousands of clients, media companies and suppliers at the Ad Congress feel shut out of the big night, or watch baffled

A change in rules would allow Clients and Media Independents to enter. as top prizes go to campaigns they have never seen. A change in rules would allow Clients and Media Independents to enter, and duly recognize the creativity in planning and media that so often help take work to an international level. It would also cut down on scams – and avoid needless competition with the Creative Guild’s Kidlat Awards as THE Philippine showcase for pure creativity. It is too early to tell how this will end. But we can say that this early on, start gathering your stats, doing store checks and writing and rewriting your cases.

McCann’s Nandy Villar heads new 4As Board

Blame Twilight. Young blood was the order of the day when the Assn. of Accredited Advertising Agencies of the Philippines, governing body for the local industry, chose its 2009 Board of Directors. Elected at DDB’s spanking-new digs in McKinley Hill, this year’s Board includes many first-timers. Freed from the Board for the first time in years (thanks to term limits) was the election’s hostess, DDB boss lady

and 4As stalwart Susan Dimacali. There’s no shortage of issues for the new Board to tackle. Where will they start? “The first order of the day is to get organized properly,” according to new Chairman Nandy Villar. “Most of the Board members are new – a very good thing, to bring in young blood and develop the next set of industry leaders. But there are a number of good things that the previous Board started which we intend to continue.”

Fresh faces: Chairman Nandy Villar (Managing Director, McCann Erickson Phils.), President Isabel A. Santillan (General Manager, BBDO-Guerrero), VP Raymond A. Arrastia (Managing Director, Leo Burnett Manila), Board Secretary Miguel C. Ramos (President & CEO, AspacLaw), Treasurer Ronald V. Barreiro (EVP-Account Management, PublicisManila), Corporate Comptroller Miguel A. Mercado (Managing Director, J. Romero & Associates). Directors are JR Ramos (Joint CEO, PublicisJimenezBasic), Alex Syfu (Managing Partner, DM9JaymeSyfu), and Ruwel Loyola (President, WorkshopOne).

The ad was remarkable for many reasons, among them the production design. Every detail was spot-on, from the old menu board to the tsunami-do on women’s heads.

McDonald's “First Love” TVC

“FIRST LOVE” stays true to McDonald's tradition Anyone old enough to remember the old jingle “Great time, great taste. That’s why this is my place” knows that there was only one thing better than a meal at McDonald’s. The ads. They were little slices of life. Some were sweet; some, bittersweet. Nevertheless, each one was a classic, from the American spot about the little boy who resented his new baby brother and claimed “I had blue eyes first,” all the way to our very own story about the senile old man and his granddaughter Gina—no, wait—Karen. Now, comes a fine homage to this tradition, “First Love”. With the Eraserheads’ “Ang Huling El Bimbo” providing instant nostalgia, the narrative takes us to the

Eighties. In this time of neon-colored innocence, boy meets girl; boy falls in love with girl, and boy turns into a grown man who faces the fact that their love was never meant to be. The ad was remarkable for many reasons; among them, the production design. Every detail was spot-on, from the old menu board to the tsunami-do on women’s heads. Melanie Montemayor, McDonald’s Product Marketing, said that “First Love” required much effort to recreate a typical McDo restaurant from that period. It even required international collaboration between the local team and Oakbrook (the US head office). DDB’s executive creative director Teeny

Gozum said, “Mr. George Yang’s personal photo albums were brought out of storage to ensure that we got the interiors of the stores—color of the chairs, menu board design, crew uniforms— were exact to that time. “Old fashion photos from the 80’s were revived to get the right hairdo, clothes and overall style of the main cast and even the extras. We even got cars from the 80’s (Lancer box type, etc.) so the cars passing in the opening scene would also look believable.” And believe, consumers did. The ad seemed to trigger memories of everyone’s first love en masse. During your next visit to McDo, count the number of misty-eyed grownups dipping their fries into the hot-fudge sundaes. january-february '09


newsline Boy Martirez to join Liberty Telecom

Former SMART marketing whiz Boy Martirez returns to the local scene as CEO of Liberty Telecom, effective Feb. 4. The company willl wade right into the ultra-competitive mobile and wireless broadband services, buoyed by investments from Qatar Telecom (QTel) and San Miguel Corp (SMC). SMC Chair Ramon Ang has been elected Chairman of the new company, which holds nearly 100 mhz of broadband frequency spectrum.

SMC extends hold to Petron, Meralco

Beer, food, power, telco and now fuel. After being elected new chairman of Petron Corp., Ramon Ang will also sit as vice chairman and director of the Manila Electric Co. (Meralco), the country’s biggest power distributor. Ang, vice chairman and president of San Miguel Corp. (SMC), was elected to Meralco’s 11-man board, along with allies Eduardo Cojuangco Jr., Estelito Mendoza and Aurora Calderon. SMC earned the four seats after buying the 27% Meralco stake of the state-owned Government Service Insurance System (GSIS). The stake was purchased for P27.08 billion, at a 100% premium over the market price. Ang replaced Felipe Alfonso, who relinquished the vice chairmanship. The Lopez bloc, meanwhile, still dominates the Meralco board. Manuel Lopez was reelected chairman and chief executive. Joining him as directors are retired Meralco president Jesus Francisco, Cesar Virata, Christian Monsod and Jose de Jesus, who became president and chief operating officer effective February 1. Elected as independent directors were former Chief Justice Artemio Panganiban and retired banker Vicente Panlilio.

Marketing Survival Camp marks PANA’s golden yea r

The Manila Oceanarium was an apt setting for Marketing Survival Camp, the 50 th anniversary installment of the Phil. Assn. of National Advertisers’ Marketing & Brand Advancement Series (PANA-MBA), held Nov. 27-28. Giant groupers and tiny glittering tropical fish swam languidly behind the audience of young marketers, press and businesspeople, who came for two days of talks on marketing in tough times. Resource speakers were senior-level executives from Cebu Pacific, Smart, LevelUp!, Universal McCann, Mindshare, Singaporean word-ofmouth specialist Volcanic Pte., Petron, Ayala Land, Unilever and De La Salle Professional Schools. The seminars were hosted by David Celdran. PANA-MBA’s final gala evening was highlighted by the launch of PERSPECTIVES: the 22nd Philippine Ad Congress. This year’s Congress is hosted by PANA as part of its golden anniversary celebration.


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Wear your work! Saatchi writers Bia Fernandez and Gelo Suarez and ECD Tony Sarmiento flaunt their win.

Ads as good as their intentions Yabang Pinoy, UNICEF ads top Araw Values Awards The old guard patted the new on the back at the Araw Values Awards, held December 8 at ABS-CBN’s Dolphy Theater. Honoring two years’ worth of values-oriented advertising, the awards show was the first organized by the newly revitalized Ad Foundation. Venue and entertainment were generously provided by new Ad Foundation supporter Gabby Lopez. Performers ranged from stars ─ like Bamboo and Journey’s Arnel Pineda ─ to child choirs and razzle-dazzle production numbers. Earnest, arty videos upped the values content, which was cheerfully undercut by the outfits of dancers shaking it noontime-show style. All this was watched by an audience split between the young idealists up for awards and the industry elders who were passing the torch. It was not only ads that were honored that night, but some of the people who make them. Industry pillars Luis Morales, Jimmy Santiago and Jayjay Calero received special recognition awards. Also cited was Jollibee’s pioneering TV show Jollitown, entered by McCann Worldgroup Phils., for its initiative in promoting values through its content. A total of 32 creative awards were given that night, from about 150 entries. Platinum honors went to two efforts, AceSaatchi & Saatchi’s Yabang Pinoy t-shirt series and Filmex-DentsuIndio’s UNICEF "Lipad" TVC. The Platinum winners chosen by a special jury composed not only of advertising people like Abby Jimenez and David Guerrero, but also Nestor Jardin-President, Cultural Center of the Philippines; Dr. Jerry Kliatchko-VP for Corporate Affairs, University of Asia and the Pacific; Charmaine CanillasChairman, AdBoard and Johnip CuaChairman, Ad Foundation.

PLATINUM Direct Communications Campaign (Branded) Client: Global Pinoy Title: Yabang Pinoy “Linggo ng Wika” T-Shirt Series Agency: Ace Saatchi & Saatchi Creative Director: Tony Sarmiento III Copywriters: Gelo Suarez, Bia Fernandez Art Director & Illustrator: Katrina Encanto

TV/Film Single Entry (Branded) Title: UNICEF ‘Lipad’ TVC Entered by: Filmex Agency: DentsuIndio ECD: Lawin Bulatao Copy: Lawin Bulatao, Aste Gutierrez Art: Milton Ganelo Producers: Telly Arce, Nioki Aquino (soundtrack) Director: Henry Frejas Production House: Filmex Post-Production: Roadrunner

Organizers and honorees Johnip Cua, Jose Hernandez, Louie Morales, JJ Calero, Jimmy Santiago, Linda Gamboa, and Edgar Navalta

The UPMG family is proud to have adobo magazine as a member for three years, with your unwavering enthusiasm in advocating the merits of the Philippine advertising industry, and the significant events that affect it.  We are also happy for your deep involvement in our coalition, further strengthening the bond between local publications and the marketing and advertising community.   In 2008, Ms. Angel Guerrero joined the UPMG board of directors for the first time, signaling a fresh boost in interest in excellent print advertising platforms, which are still thriving and giving rise to some of the most creative minds in the country.   As overall chair of the 2008 Tinta Awards in October, Angel brought together a new crop of the best and the brightest in the field to intermingle with the print industry’s top decision makers.   We look forward to more exciting years at UPMG with adobo magazine!   Pepito R. Olarte President United Print Media Group

Everyone in the local ad industry is having a third helping of Adobo. Whichever way it is cooked – saucy, zesty, pungent - it is always flavorful and never dry. It remains to be a favorite guilty pleasure – with every morsel more satisfying than the last bite. So, congratulations to the Adobo team another milestone. Keep dishing out the latest

developments in our world. You are one of the media keeping this industry together. Charmaine V. Canillas Chairman, Adboard 2008-09 President, PANA 2008-09

In just 3 short years, ADOBO Magazine has become the primary source of very timely information. Every issue has interesting news about important changes in companies, its people, significant events and places in our industry. It is truly the advertising and brand communication magazine of the Philippines. Our best wishes and MABUHAY! Frank T. Abueva 2009 Chairman Outdoor Advertising Association of the Philippines (OAAP) Congratulations to Angel and the adobo team! Your magazine has managed to keep things fresh and interesting after 3 years. Here’s wishing you longevity and more success. And more media-related articles and news! Mitos Borromeo GroupM, CEO and co-Chairman, MSAP GOOD TO KNOW* Manila's #1 Madonna fan is Ricky Villabona, not Ricky Gonzales as we reported last issue. Gonzales is the #1 Mega fan. We regret the error.

Artist’s Talk and Gallery Tour

Eduardo V. Sicangco The adobo main course served up its second installment on 24 November at the Ayala Museum. The event featured From Inspiration to Illusion, Ayala's retrospective of the opulent, dazzlingly imagined work of new York-based Ilonggo scenographer Eduardo V. Sicangco. Theater buffs, design practitioners, stylists, event specialists and others who specialize in visual illusion packed the hall. All were eager to see into the mind of a master whose body of work combines dazzling concepts with an increasingly rare mastery of execution and handcraft. In a Q & A format inspired by Inside the Actor’s Studio, interviewer Angel Guerrero drew out Sicangco's colorful, eye-opening remarks on art and artistry, show and show business. During the gallery tour that followed, Sicangco himself acted as tour guide and lecturer for the privileged audience. Sicangco’s works have been revealed at curtain-rise in Philippine

and American theatres for opera and ballet, Lincoln Center, Radio City Hall and the Brooklyn Academy of Music, as well as off-Broadway shows. He has also crossed mediums, to the Ringling Brothers Barnum & Bailey Circus, and even to cinema, where he and an assistant worked with Chinese artisans (and plenty of interpreters!) to design and build the ancient courtyard demolished by action superstars Jackie Chan and Jet Li in the film The Forbidden Kingdom. His work is widely recognized and has been included in the Lynn Pecktal book Costume Design: Techniques of Modern Masters, a standard reference for the field. The adobo main course presents seminars, lectures and other events on advertising, brand communications, media and design. It is a venue for executives and experts, creatives and designers of all media to impart sharp knowledge and real-world experience.

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newsline PLDT in talks to buy Philippine Star

The Philippine Long Distance Telephone Co. (PLDT) Group, through MediaQuest Holdings Inc., confirmed in late January that it is in talks to buy the Belmonte family’s Philippine Star. Sources are saying that the possible investment involves a majority stake and that the deal is to be finalized soon.   If the deal proceeds, the Star will be the fourth arm of MediaQuest’s media empire. The fund owns a 30% stake in BusinessWorld Publishing Corp., 51% of Nation Broadcasting Corp. (NBC), which is well-known for its FM radio station Joey, and the UHF channel/concert promoter MTV.

More Pinoys optimistic for this year – SWS

BusinessWorld reports that a fourth-quarter survey by the Social Weather Station (SWS) conducted from Nov. 28 to Dec. 1, found 30% of respondents saying they expected things to improve in the next 12 months. Net personal optimism (the percentage of optimists minus pessimists), rose to a “fair” +16 during the survey period, after ranging in the “mediocre” -6 to -9 for the first three quarters. Some 43%, meanwhile, told SWS that their lives had worsened in the last 12 months, down from 47% in September. Those who reported that things actually became better over the course of the year rose to 19% from 15%. Alvin P. Ang, a University of Santo Tomas economist, said the results validated global polls that placed the Filipinos among the top ten happiest people despite challenges. “It seems the country is always having problems, issues, and now this global economic crisis. But it seems Filipinos don’t pay too much attention to these problems anymore,” he said. The survey was conducted at the start of the Christmas season. Filipinos, Mr. Ang said, don’t normally abandon their cheery outlook during the holidays. For the full report, see

JWT reshaping,

launches advergaming unit Senior-level changes and a global order to cut heads have fed dire speculation about JWT. But CEO Jos Ortega emphasizes, “We are restructuring, and with streamlining may come some attrition.”

Seeking a broader base beyond its global accounts, JWT will seek to grow local business, partly through specialized units. The first of these, Zzing!, was launched recently to push into advergaming. Now headed by Cez Golez (her title is Player 1), the unit has previously developed games for brands such as Ford, rogin-E and Sunsilk. Practices in design and an online media product are set to be launched within the first half of this year.

Because all three units will be part of WPP Marketing rather than JWT, they will be able to extend their expertise to other agencies, much as WPP’s Group M does for media. “It’s the entrepreneur in me,” says Ortega, who is considered one of the country’s best strategists and joined JWT as CEO in mid-2008. “You have to develop [the agency] in a different way from what you inherited.” In a sense he is following in the steps of his predecessor Matt Seddon, whose launch of an activation unit gave the agency an early start in what later became a crowded market. (Too crowded now, it turns out: that unit will be collapsed, and its team reassigned among the forthcoming units.) The hiring of two very senior staffers, Planning Director Pam Garcia and more recently Client Service Director Miriam Pangan, is part of the restructuring as well. Ortega also tackled the fate of JWT’s creative culture after the departure of Global Creative Chief Craig Davis. According to Ortega, the Davis

Tourism up 2% in 2008, projected to be flat in 2009

Quantifying Quantel The Department of Tourism announced a 2% rise in the number of foreign arrivals in the country in 2008. But it is projecting flat growth in 2009, as the country’s biggest markets continue to slump economically. Tourism Secretary Joseph Ace Durano said the fall in tourists from Japan, Korea and the United States slowed down the sector. In 2008, arrivals reached 3.2 million, significantly below the targeted 3.5-million. The Philippines continues to fare better than its Southeast Asian neighbors, however. The country’s tourism sector grew close to 98% in 2007.


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Quantel, a leading outfit for high-end VFX and editing systerms, arrived Jan 8 for a three-day road show of postproduction solutions and filebased media management. The technology is at the heart of post-production units in the country, with Roadrunner one of its proponents. Featuring film and TVCs produced all over the world, Quantel’s workshop sessions included an extensive discus-

sion on Red Cameras, Arri D-21, P2. These Star Wars-like names belie the fact that the Stereoscopic 3D and Nonlinear colour grading exhibits, really are worthy of cinematic wonder. Quantel is attractive for its broadcast/applications: Stereoscopic 3D on your TV. Jaded, glaze-eyed post-prod editors went agog interacting with the demo, which also included satellite pictures of

void will be filled by a more hands-on World Creative Council drawing on top talent from several regions, including multi-awarded Argentinean creative Fernando Vega Olmos. Tightening purse strings or not, Ortega says that other Davis legacies will remain very much a part of JWT culture.

the sun, taken in orbit by stereoscopic 3D cameras. The technology is available ─ and better yet, it requires only an upgrade. Apparently, it is up to local broadcasters to make the leap. Mark Horton, Strategic Marketing Manager for Post & Broadcast from Quantel UK, says, “When the audience sees (the technology) it is simply “I want that, when can I have it?” On the cost implications, Horton’s take is simple “If your solution to cost is ‘it’s expensive, let’s close shop instead’, you’re never gonna get anywhere.” The last 18 months have pushed the technology’s film applications. Its broadcast campaign, however, has engaged beyond entertainment to electronic gaming. With a major documentary channel on their client roster, Quantel is a major education tool as well. Well, if yours is the technology behind U2 3D — we want it, we want it now!

Give us this space. Nike continued its creatively stunning sponsorship of Manny Pacquiao with this 1,200-sqm image. Covering the side of a former factory that looms over a national highway, it is the most extraordinary of three put up before the bout. Originally, the words “Give us this Day� were just above the fight date. But a regulatory body deemed the line a trivialization of prayer, and disapproved it

for use outdoors. It is a curious decision in an overwhelmingly Catholic country, and for an endorser who kneels in prayer before every fight and credits the big guy for his entire career. Line or no line, we love it. We are not the only ones: the billboard packed a punch among consumers, who needed no headline to tell them what to pray for that Sunday.

Agency: OgilvyOne / Creative Director: Dino Ocampo / Associate Creative Director, Art Director: Mike Sicam / Copywriter Gabi Espaldon / Photographer Tom Epperson

Intercollegiate ad competition ADSPEAK '09: Values Amplified! returns this year on Feb. 9 at the Student Center Auditorium of Colegio de San Juan de Letran. A relative youngster at three years old, Adspeak is a Susan Dimacali

Nandy Villar

partnership between Letran and the Advertising Foundation of the Philippines. Since

Robert Labayen

its beginning three years ago, it has aimed to develop values-oriented advertising creativity. Its competition has two awards categories: the Araw

Matec Villanueva

Values Award, judged by industry professionals, and the Students' Choice Award, voted on by the ADSPEAK attendees. In addition to the competition, Adspeak '09

will feature lectures from top speakers in the industry: DDB Philippines ViceChairman and Marketing Officer Susan Dimacali, McCann Worldgroup Phils. Managing Director Nandy Ricky Gonzales

Villar, ABS-CBN Head of Creative Communications Robert Labayen, Publicis Manila Chairman Matec Villanueva and Publicis JimenezBasic Creative Director Ricky Gonzales. For information and to attend, visit

january-february '09


The 2009 Kidlat Awards Festival

March 5-7 * Boracay Regency

Change is good.

That’s the Obama-esque theme of this year’s Creative Guild Summit in Boracay. Agencies may restructure and headcounts shrink as client demands expand -- but change is still to be embraced rather than feared. And any creative with imagination will find it utterly exhilarating.

Change also refers to the outgoing Creative Guild Board, which is organizing this year’s summit. Combining the Guild election, the Ad of the Year awards, and the Young Kidlat competition, the Summit is four days when Creative really is all that matters. Change also refers to the outgoing Creative Guild Board, which is organizing this year’s summit. When he was elected at last year’s Summit, Board president David Guerrero announced that he would bring the event back to the island. His co-organizer, PC&V’s Kat Gomez-Limchoc, has been working heroically though she will miss the event itself. (The Summit may be Kat’s baby, but she and hubby


january-february '09

Joel are expecting a real one as well, right around awards night.) You can’t beat Kat -- or confirmed Awards Night host Bebe Gandanghari -- as an example of Change is Good. But there are two more we’ll see this year: Change 1: Kidlat! is becoming the award for creativity. The Ad Congress Araw awards are poised to become a more inclusive show, looking at effectiveness and media to reflect advertising’s real challenges. Which clears the way for Kidlat! to be the show for pure unadulterated creativity. Change 2: Judges who win by breaking rules. David Droga and Stefan Sagmeister have both become phenomenally successful by breaking all the rules. After a meteoric rise, Droga quit his cushy global job to open his own small shop, which he launched with an expertly simulated break-in of Air Force One -- one of the first viral ads and still one of the most successful. Sagmeister, rejected in his first try for art school, is now a graphic design deity drifting toward performance art. Both run their own independent companies at the top of their fields worldwide.

People will leave their inhibitions at home with their clothes, cameras will go nuts, island-wide wi-fi could very well crash from the overload.

Awards Night host Bebe Gandanghari

Their arrival in Boracay to judge (and probably eviscerate) our work is a Very Big Deal. Some things will definitely continue though. A Hall of Fame or Lifetime Achievement award will probably be given out. The DIWA Awards for Public Service will award US$2,000 to the cause of each of three winning ads. The Young Kidlat, the annual competition for creatives under 30, continues as well. Teams from DentsuIndio and DraftFCB are going as winners of Raw School’s Iron Creative; other agencies will field their own teams. What’s at stake? Winners fly the

Philippine flag at Cannes Young Lions; runners-up might go to the ADFEST’s Young Lotus, just a few weeks later. Plus of course, the blaze of awards night glory often brings even more immediate rewards for carefree, sleep-deprived, gloriously inebriated young creatives. Of course they are not the only ones. Creatives are raring to cut loose after a punishing year. People will leave their inhibitions at home with their clothes, cameras will go nuts, island-wide wi-fi could very well crash from the overload. Somewhere along the way, we will all manage to get an industrialstrength jolt of creative inspiration. It will be an absolute blast. That is one thing that will not change. Lovers of luxury will be happy to know that gourmet goodies are well within reach. 2GO and ScanAsia Boracay's supply chain management ensures that wine, European cheese, dairy and deli meats are constantly available on the island.

Adobe Poster

Pretend that you’re a god for a minute. Yes, yes, it can be hard, especially if you’re amongst the rare handful in advertising who has never indulged in such mental roleplaying. Now, as an Omnipotent One, you would be privy to the laments and wishes of billions; presidents and paupers, sailors and tailors, TV McDreamies and natural born “frenemies.” Of course your faithful throng would include suits, copywriters, art directors and, specifically, graphic designers – with all their laments, wishes and curses for you to acknowledge. Well you must have risen on the benevolent side of the bed, Alpha, because your infinite wisdom has

Stefan Almighty by Danz Holandez

The strength of Stefan’s work lies deeply in his capacity to conceptualize – then realize – his potent, original and stunning ideas. granted the aforementioned designers one certain Stefan Sagmeister from Austria. Considered by many to be one of today’s most influential graphic designers and typographers, Sagmeister’s memorable poster for AIGA (above) remains one of most iconic efforts yet, with the entire festival details etched letter by bloody DIY letter

Sagmeister Inc. on a binge

Nenah Poster

onto his torso. (The man will literally bleed for craft! Can any of today’s Photoshop–weaned creatives claim that?) Sensationalistic? Perhaps. Witty? Debatable. Unsettling? More than a tad. Yet the strength of Stefan’s work lies deep in his capacity to conceptualize – then realize – his potent, original and stunning ideas. Having studied graphic

So what exactly has Sagmeister learned so far? Consider this assortment of tenets found on his site. I. Complaining is silly. Either act or forget it. II. Everything I do always comes back to me. III. Thinking life will be better in the future is stupid. I have to live now. IV. Being not truthful works against me. V. Organizing a charity group is surprisingly easy. VI. Drugs feel great in the beginning and become a drag later on. VII. Over time I get used to everything and start taking it for granted. VIII. Worrying solves nothing. IX. Traveling alone is helpful for a new perspective on life. X. Assuming is stifling. XI. Keeping a diary supports my personal development. XII. Trying to look good limits my life. XIII. Money does not make me happy. XIV. Having guts always works out for me. X V. Material luxuries are best enjoyed in small doses. Hmm. Maybe they’re actually commandments? If so, looks like you’ve got some stiff competition as Supreme being. (And speaking of competition, The Man himself will alight on these shores and graciously co-judge the upcoming Kidlat Awards on March 5 to 9.)

Lisbon Billboard

design at the University of Applied Arts Vienna, Sagmeister then spent time in New York’s Pratt Institute. In 1991, he moved to Leo Burnett’s Hong Kong Design Group. Two years later, Sagmeister returned to New York to work for the M&Co design firm. A few months later, he went on establish the eponymously monickered graphic design company Sagmeister, Inc. With a penchant for music graphics, Sagmeister jumped at the opportunity to design the CD for the band Mountains of Madness. (Up close, the image is of a man’s placid face -- but once freed from its red-tinted cover his expression transforms to fury, in dramatic swaths of red, white and green. The design would win Sagmeister his first of several Grammy nods.) His company has come a long way since then, with a diverse range of clients things printed all such as HBO, the Guggenheim Museum and Time Warner. But he never really abandoned his rock star leanings, as evidenced by his regular artistical collaborations with Aerosmith, David Byrne, Brian Eno, Pat Methany, Lou Reed and the Rolling Stones. And then there’s his book. Type in Things I've Learned In My Life So Far and one will immediately appreciate his multimedium approach to a variety of topics – from crafting new letters to denouncing everyday litter – while simultaneously granting readers a refreshing glimpse into his creative trains of thought.

Amen to that. january-february '09


The 2009 Kidlat Awards Festival

March 5-7 * Boracay Regency

"Tap Project"

"Still Free" viral

The Kidlat awards will feature Droga5 founder David Droga as head of Broadcast and Print juries. David Droga is the single most awarded creative at Cannes with 48 Lions and three Grand Prix. He has been named 'the world's best creative director' by Advertising Age and 'Best Creative Director in the UK' by the 'Best of the Best Awards'. Before founding Droga5 he was worldwide Creative Director of Publicis, UK Creative Director of Saatchi & Saatchi and regional Creative Director of Saatchi & Saatchi, Singapore. He heads the Titanium and Integrated Jury of this year's Cannes Lions.

FULL PACK AGES (with airfare & room) We’ve made arrangements so that you get the best deal in Boracay Regency, the main venue of the Kidlat Festival and one of the best resorts on the island. Young Creative Full Package: P22,500 each 4 days/3 nights Boracay Regency Superior Room (Twin Sharing) Daily Buffet Breakfast Buffet Lunch & Merienda on March 5, Young Creatives’ Workshop Day Buffet Lunch on March 6, Young Creatives’ Presentation Roundtrip Ticket to Caticlan via PAL Express/Air Philippines Roundtrip Airport Transfers Full Young Creatives’ Delegate Fee: Young Creatives workshop * Opening Party & Exhibit * Creative Talks by David Droga and Stefan Sagmeister * Finalist Exhibit * Awards Night and After Party

Full Delegate (Twin Sharing): P18,000 each 3 days/2 nights Boracay Regency Superior Room (Twin Sharing) Daily Buffet Breakfast Roundtrip Ticket to Caticlan via PAL Express/Air Philippines Roundtrip Airport Transfers Full Delegate Fee: Opening Party & Exhibit * Creative Talks by David Droga and Stefan Sagmeister * Finalist Exhibit * Awards Night and After Party Full Delegate (Triple Sharing): P18,000 each 3 days/2 nights Boracay Regency Superior Room (Twin Sharing) Daily Buffet Breakfast Roundtrip Ticket to Caticlan via PAL Express/Air Philippines Roundtrip Airport Transfers Full Delegate Fee: Opening Party & Exhibit * Creative Talks by David Droga and Stefan Sagmeister * Finalist Exhibit * Awards Night and After Party DELEGATE FEES ONLY In case you have a Bora house and a private plane. Young Creatives: P8,000 each Half-day Workshop by top Creative Directors Buffet Lunch & Merienda on March 5, Young Creatives’ Workshop Day Buffet Lunch on March 6, Young Creatives’ Presentation Young Creatives workshop * Opening Party & Exhibit * Creative Talks by David Droga and Stefan Sagmeister * Finalist Exhibit * Awards Night and After Party


Young Creatives Day Lunch & Workshop,


Open Exhibit of Finalists (whole day) Creatives Talks by David Droga and Stefan Sagmeister Awards Night and After-Party

Full Delegate: P6,000 each Opening Party & Exhibit * Creative Talks by David Droga and Stefan Sagmeister Finalist Exhibit * Awards Night and After Party Awards Night Plus: P4,000 Creative Talks by David Droga and Stefan Sagmeister * Finalist Exhibit Awards Night and After Party Awards Night Plus: P2,000 Awards Night and After Party


january-february '09


Delegates Arrive Presentation of Young Creatives Lunch Opening Party & Exhibit Election of new Officers for Creative Guild Board

Back to Manila

january-february '09


21st Philippine Advertising Congress November 18-21, 2009, Baguio City

AdCon 2009

gets an early start

First Look, First Opinion It’s official: the 21st Philippine Advertising Congress 2009 launched November 28 at the Manila Ocean Park. As this year’s Ad Congress (AdCon) host, the golden-aged powerful trade group, the Philippine Association of National Advertisers (PANA), coincided the launch to cap off their 50th anniversary Marketing & Brand Advancement Conference. AdBoard and PANA president Charmaine Canillas was onhand to welcome the advertising industry to the dual-purpose PANA night.

Ano sa Tingin Mo begs the question: what do you think? Different people, different opinions. Different perspectives. This year’s congress philosophy PERSPECTIVES: Ano sa Tingin Mo? unveiled to an attentive audience. More than its literal translation of “what do you see?,” Ano sa Tingin Mo begs the question: what do you think? Different people, different opinions. Different perspectives. Presiding over the speechladen launch was AdCon Overall Chair Margot Torres. Former broadcaster and current Presidential Management Staff chief Cerge Reymonde and host city Baguio Mayor Peter Rey Bautista, Jr. were the guests of honor. The Congress’ theme and creative campaign developed by DDB Phils. made its awaited debut, after the agency won an extensive pitch early last year. Also launched was the AdCon website:


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Ka-Ching! Sponsorships and SPECTRUM are a hit The AdCon moved to its next phase on January 23, when sponsor companies (and PANA members) snapped up most of the major branding opportunities in a single afternoon.

Keynote speaker Fernando Zobel de Ayala

In a historic first for the AdCon, last year’s trade exhibit is now a big, branded event. SPECTRUM: Kita Lahat! features over 200 booths to eager exhibitors. Veteran chairs Edgar Navalta and Allen Velez are no strangers to AdCon, having handled the last three exhibits. With most of the booth inventory already sold, all systems are go to top the Vegas-like effort that was a smash hit last Congress. The select crowd failed to react through most of Ways & Means Chair Hermie de Leon’s sponsorship presentation, but leaped to action later when reservations began. Online sponsorship options were presented by Chewy Chua of TribalDDB, creators of the Congress website. Hotel & Meals committee chairs Tessie Celestino Howard and Vira Arceo have also opened reservations to over 35 accredited hotels, which they have been inspecting since October. First time: what’s new at this year’s Ad Congress The trade exhibit is not the only change. This year’s AdCon will exhibit the Araw finalists for the very first time. The works will

In a potentially far-reaching change, the Araw Awards are set to expand their realm beyond creative excellence, to include marketing and media effectiveness. be displayed as a major exhibit ─ not only to attract visitors, but to expose advertising creativity ─ and effectiveness ─ to a more diverse audience. Which brings us to another big change. In a potentially

far-reaching change, the Araw Awards are set to expand their realm beyond creative excellence, to include marketing and media effectiveness. Rules are yet to be issued, but this already augurs an unusual awards night.

The AdCon has a reputation for partying till dawn. Well, good news for all: there is only one plenary daily, starting at a very civilized 10:00AM. Afternoons will be devoted to three parallel tracks: creative, marketing and media. This will ensure that delegates get fresh, focused knowledge specific to their field.

PERSPECTIVES Ano Sa Tingin Mo? Highlights : 1) Even for just pogi points, Fernando Zobel de Ayala-President and Chief Operating Officer of Ayala Corporation, is the keynote speaker 2) Meals will be served at an ampitheater atmosphere beside the CAP Convention Center. 3) Sports competitions include golf, badminton, 5K fun run and billiards 4) Non-sports activities feature a photography fest, poker for a cause, and a specially-designed amazing race that starts online and continues to the Baguio finish line via pit-stops along the way. Yes, the pit-stops are up for sponsorship.

5) The Araw Awards might be at the Mansion House, summer home of the President of the Philippines. 6) A grand exhibit at the CAP Convention Center, featuring the Araw Awards, among others 7) Exhibitors are allowed to sell! Yes, exhibitors are encouraged to maximize their ROI through exclusive, AdCon-only discounts and special packages. 8) It is the host city’s Centennial! Baguio City Mayor Peter Rey Bautista Jr. is cooking up activities to spice up the AdCon.

Registration is open! Early bird rate P12,500 ─ 30% off until March 31! 21st Philippine Advertising Congress Committee AdBoard Director-In-Charge Charmaine Canillas, AdBoard Chairman & PANA President Overall Chair Margot Torres, AdBoard Director & PANA VP OverSight Committee Andre Kahn, AdBoard Vice Chairman & 4As Jose Sy, AdBoard Director & CA AP President Emily Abrera, 4As Committees (Chair, Co Chair) Program: Susan Dimacali (4As), Yoly Crisanto (PANA) Ways and Means: Hermie de Leon (MSAP), Abby Limqueco (PANA) Venue: Allen Velez (ASAP), Johanna Rupisan (PANA) Exhibits: Egay Navalta (ASAP), Allen Velez (ASAP) Hotel and Meals: Tessie Celestino (IBA), Vira Arceo (IBA) Admin: Digna Santos (PANA), Mila Marquez (4As) Creative (Araw Awards): Leigh Reyes (4As), Raoul Panes (4As) PR & Publicity: Jones Campos (PANA), Pepito Olarte (UPMG) Sports: Ed Acosta (OA AP), Charlie Manio (PANA) Special Events: Lorna Tabuena (ASAP), Rudy Villar (PANA)

The 100-Year-Old Man “You don’t come to Baguio on your own.   You come here with your wife, your sweetheart. Your family and loved ones.  This city is meant to be shared,” says Peter Rey Bautista, Jr, of the city celebrating its 100th foundation.  He should know. As City Mayor, the tour guide and cheerleader roles come with the job. The centenarian city plays host to the 21st Philippine Advertising Congress, and Mayor Bautista—call him Peter Rey, please—is all too familiar with the AdCon.   Prior to the devastating earthquake of July 1990, the city was the AdCon’s home, with the bi-annual trek

an industry tradition. While horror stories abound, of water shortage and a lack of rooms and venues, this year’s preparations are progressing smoothly.  Due to Mayor Bautista’s full-pledged support, open-door policy, and hands-on approach, apparently.  “I went to make the bid, I was there to welcome, and now I am planning. I went to the AdBoard and suggested, “I am celebrating our Centennial (on Sept. 1s)t ), you might want to considering being a part of it,” he narrated. Credited for much of the City’s economic and environmental renewal during his ten years in office, the youngish Mayor is staunch in his direction. Supported by staff reflective of his intentions in the City’s best interest, Mayor Bautista seems to have married progress and environment with aplomb.  Albeit remaining humble, the former University of Baguio professor is proud of his city’s achievements and of the arduous trek to fulfill them. It took the Spanish conquistadores nearly 100 years to establish a garrison in La Trinidad, though its control of the Cordilleras never flourished.  Baguio, much an American baby, has come of age.

SPECTRUM Kita Lahat! Even bigger and better than last year’s spectacular, the Ad Congress Trade Exhibit is branded for the first time. Designed to top 2007’s Vegas-worthy show, SPECTRUM comprises over 200 booths of leading advertising and media suppliers. The big change is that, unlike previous trade exhibits when only display was permitted, exhibitors are encouraged to SELL this year. Special packages and Congress-only rates will be the order of the day. Bring your telecast orders, your checkbooks and your best bargain-hunting instincts, because SPECTRUM will be one big bazaar! At press time, 90% of the booths had been reserved and confirmed. Happy shopping – and see you at the adobo booth! january-february '09


Retro in houndstooth: Dino Jalandoni and Lilit Reyes

The unstoppables: Abby Jimenez of Publicis JimenezBasic and Unitel/ Optima big guy Tony Gloria

Durable party animals Angel Guerrero and NU107/KBP's Atom Henares. Boys' Night Out: Saatchi Southeast Asia head Pat Brett

Bates141's Peter Sandor makes a point to Saatchi Asia's Pat Brett.

BBDO's Simon Welsh and adobo's Cynthia Dayco were Best Dressed of the night

ADMEN the adobo Christmas Cocktails On Dec. 11 adobo magazine diverted Madison Avenue to Apartment 1B, and it was a shaker! Spiffy in retro suits and batting fake lashes, the industry's Mad Men and women partied like it was 1962.


Drinks on us, nonsmokers perfectly welcome. Come dressed for an early 60’s Madison Avenue Christmas!

We thank our sponsors: San Mig Light and x x x Tequila, for helping us stay true to the show's, um, spirit; and iTrix x, whose motion-activated effects made for a playful, eye-catching welcome mat. Videosonic helped out as well, and so did our neighbors at Studio 58, who printed gorgeous Mad Men image boards in record time.

7PM. DEC 11 (THU) Apartment 1 B Gourmet Restaurant ONE LAFAYETTE SQUARE, LEVISTE COR. SEDENO STS., SALCEDO VILLAGE RSVP MAFEL 845.0218 / 384.6566 / 0928.505.1547 / SALES@ADOBOMAGAZINE.COM

DM9's Alex Syfu and Publicis JimenezBasic's JR Ramos Mad Couple 2: Fred and Peggy, aka Brandie Tan & Tin Sanchez of BBDO Guerrero

Wine, smokes and phone. McCann's co-Deputy ECD Peter Acuña has all he needs for the night. Couple: 1 Belai Santillan of BBDO Guerrero 20Mad and Ricky Santillan '09 of Dual Action Blender january-february

movers Santos, Campillo return to McCann

At the end of January, McCann Worldgroup welcomed back two returning creative leaders. First up was Dadi Santos, who returns after 3 years in Jakarta. Working with McCann subsidiary Harrison in the 1990s, Santos is credited with the iconic “G Moment” campaign that includes Globe’s well-remembered “Katrina/Punk” and “July” spots. Santos splits the Deputy-ECD role with Peter Acuña. Santos is joined by fellow Globe veteran Joey Campillo, who has gone from Lowe/ Harrison/Lowe in the last few years. The combative Campillo, nemesis of the aforementioned Steve Clay, joins as Creative Director. McCann also announced two promotions to Creative Director: Aris Marquez and Greg Martin.

get the trial pack into the boss’s hands. First, it was important to get the secretary on side. Knowing that she could make or break the sampling effort, they sent her a letter that massaged her ego… and promised her a real massage at The Spa, one of the country’s premier establishments, if she successfully scheduled a 10-minute meeting for a Max lady with her boss. Second, it was important to make the boss pay attention. On the day of the appointment, a chic lady in corporate attire enters his office. Within 10 minutes, she engages him in a conversation about the product. She mentions Max’s promise to improve his physical performance both in the boardroom and in the bedroom. She then hands him a 30-day trial pack but pauses midway. As a souvenir, she takes off a black thigh garter and wraps it around the trial pack. She tucks in a note to the boss and gracefully leaves his office.

target audience who requested that the Max lady visit their associates so they could receive the same trial pack. Some recipients commented that the campaign effort was very engaging, unexpected and something they would love to do for their own brands. Since then, the agency has received projects from other companies requesting a similar creative sampling effort.

Arc Worldwide Philippines

pampering at a spa, for him there’s the reward of…well, a bit of excitement. The vitamins must cost a fair bit to justify an idea that can’t have been cheap. Still, if they do extend performance in both the boardroom and the bedroom, as claimed, worth every cent. PC

wins ECHO Leader Award for Revicon Max “Garter” Arc Worldwide Philippines, a unit of the Leo Burnett Group in Manila, received the Leader Award at the recently concluded DMA International Echo Awards for its “Garter” direct mailer for Max by Revicon. Due to its comprehensive criteria (strategy, creative, database and results), the Echo is recognized as the most prestigious honor in direct marketing. Within the ECHOs, the Leader is awarded based overall creative concept, as selected over a three-round process. The only Philippine entry from among 1,000 campaigns to make it to the third round,

"Garter" was selected as Leader in the pharma/ healthcare division. Raoul Panes, ECD of the Burnett Group in Manila, "Arc proves once more that nothing is ever too small a creative opportunity. A great idea that's well-executed will get the recognition it deserves." Creative Director: Aina Remalante Art: Joan Mateo & Lee Gonzales, Robert Perez Producer: Angie Reyes Accounts: General Manager Stel Angeles Associate Account Directors Ines Artadi & Vina Cruz Account Executive Colynn de Guzman Database Operations Manager Ria Silverio

Creative team Aina A. Remalante Creative Director Joan Z. Mate, Lee Gonzales Senior Art Directors Aina A. Remalante Copywriter

creative director/ co-General Manager, has resigned after seven years with Production the agency. Robert B. Perez Having held the Print Producer Angie L. Reyes shop steady Project Manager through some major transitions, Cats is Other attending to a personal project and hopes Vina Cruz to return to advertising soon. Angel Aquino Associate Account Director remains as co-GM. Ines Artadi Associate Account

Onat leaves Director the game… Colynn De Guzman

Mail and Door Drops

UND the sexy television campaign for the n Max by Revicon, United Laboratories end a trial pack to some of the Philippines’ ntial high profile male executives. The goal h their attention so that they would take the to know, sample and later on, refer Max to ates.

They filed in separately, not a word to each other, faces blank behind the rock-star shades. Three generations of press crowded the venue. Seven years after breaking up, the Eraserheads can still pack a press conference. From the 1990s until their split in 2002, the ‘heads racked up accolades, awards, and even antipathy like no other Pinoy pop band since. Their reunion concert in August drew fans from around Southeast Asia – and a firestorm of controversy from an aborted tobacco sponsorship. (Footing the bill this time are Smart Buddy and co-presentor McDonald’s, whose current hit TVC makes good use of one of the band’s most memorable hits.) For half-an-hour, the country’s Fab Four parried with the press.  Amid awestruck ‘how-do-you-talk-to-an-icon” questions, adobo asked about the shades.  Raimund: Para mukhang serioso. (so we’ll look serious).  Marcus: Dahil sa flash. (because of the flash).  Buddy:  Pang rock ‘n roll (it’s rock ‘n roll).   Ely: Para hindi halatang nag-sisinungaling kami (so no one can tell we’re lying).   Behind the presscon table, the four bandmates barely interacted with each other. They could have been strangers at Cats Guerrero to leave Bates141 the bus stop -- or a perfectly normal rock band. RESULTS IDEA AGENCY EDITOR’S COMMENTS Cats Guerrero, project received a 15% response rate (in a market Since the target audience follow a strict schedule set Arc Worldwide Manila, A great bit of theatre here. But the clever part is in Eraserheads:The the Final Set happens on March 7, Bates141’s where a 5% rating is considered excellent). Of the by their secretaries, who filter their mail and control Philippines realising that in order to get to the boss, you have to their diary, the agency devised a two-step 2009 plan to get to his P.A. first. For her, there’s the reward of some successful delivery, 25% were referrals by the initial at the Mall of Asia.  executive

Onat Roldan, formerly CD of JWT’s brand Account Executive activation and just-launched Zzing! units, resigned in mid-January. Roldan has not spoken to adobo, but a source within the agency says the new dad intends to pursue entrepreneurial opportunities -- which means less time creating games for clients and more playing them, with son Ian and, eventually, baby Julia.

... and Dindo leaves for Lowe

Still at JWT, Head of Design Dindo Magallanes moved to Lowe as Digital Director in January. An award-winning designer trained at Cooper Union in New York, Magallanes has over 15 years’ experience in digital work in Hongkong and New York. He has also done publishing for ABS-CBN and product design for CITEM, was a winner in the New York Art Director’s Club inaugural Young Guns competition in 1996, and has work in the American Institute of Graphic Arts’ online archive. 47

Photos by Czek Vinluan

E-Heads High at Bonifacio High Street

january-february '09



The Digital President


by Angeli Beltran Lambsdorff

ast January 20, we witnessed the biggest pitch on the planet: Barack Obama was elected the 44th President of the United States. A relative unknown with hardly any money, Obama started his campaign two years ago and went on to win 52% of America’s votes. A stunning victory. Obama will of course go down in history as the first AfricanAmerican President. But to us marketing geeks, an equally important title is that of the World’s “Digital President.” Much of that success is attributed to the bril-

aside, its success shows us the future of brand communications. Obama’s campaign demonstrates how the Internet is a microcosm of the offline world. A reflection of how people want to communicate with our leaders, and choose to communicate amongst ourselves. Obama was not the first to recognize the Internet as a campaign tool. Clinton and McCain had their own banner ads, websites, and attempts at social media, but their numbers weren’t even in the same neighborhood as Obama’s. Obama’s secret isn’t the technology he used, but how he harnessed these technologies to mobilize his constituents, to ulti-

Obama’s secret isn’t the technology he used, but how he harnessed these technologies to mobilize his constituents liantly organized use of the Internet and mobile technology. The Obama digital campaign statistics are enviable by any marketers’ perspective: ▪ 5M volunteers ▪ Obama raised close to $ 741 M in 22 months from 3M donors who gave 6.5M donations, of which 6M were in amounts of $ 100 or less. ▪ Email database of 13M addresses to which 1B emails landed in inboxes (at virtually no cost) ▪ Mobile database of 3M numbers ▪ Nearly 2 M links to ▪ Network of 844,927 MySpace friends, 118,107 Twitter followers, 3M Facebook supporters ▪ Obama had 112M YouTube official and unofficial video views (vs. McCain 25M). In November 2008, the Obama channel in You Tube got 20M views ( vs. Beyonce whose highest month views is 15M and Britney at 12M. ) (For context, there are 220,141,969 Internet users in the U.S., with penetration rate of 72.5%. Monthly visitors : Google 134 M, YouTube 70M, Facebook, 45M and CNN 29M) Why is the Obama campaign so relevant to today’s advertiser? Impressive statistics


january-february '09

mately achieve a common singleminded purpose: Obama In The Oval Office. Clear brand promise. Obama knew early on that he had the youth vote, much of it from first time voters. Young voters preferred Obama by 68% to McCain’s 30% — the highest share of the

youth vote obtained by any candidate since 1976. They saw him as the epitome of today’s global leader: racially ambiguous, young, charismatic. But most of all, he represented CHANGE. Empowering people to make the brand their own. However, Obama did not take the usual politician’s route of promising that he was the change. Instead he fired people up to believe that together WE CAN make the change, through the slogan “we are the change we seek” and by organizing them at the grassroots level. This is the foundation of his digital strategy: it is no longer about telling people what

the brand can do, but moving people to experience the brand for themselves. Put another way, the campaign was already an example of the change he promised. Here are the key points of his digital campaign strategy and how he embraced this to deliver his promise of change by veering away from traditional approaches: Empowered Network vs. Centralized Campaign Groups. “One of my fundamental beliefs from my days as a community organizer is that real change comes from bottom up.” Mr. Obama said. “And there is no more powerful tool for grass roots organizing than the Internet. “ Obama recognized that the network that you keep defines your power. While he lacked Clinton’s traditional network, he resonated with many because he empowered people to be the movement, by sharing the same values and ideals. Not by forcing attention and opinion through advertising. In marketing terms, he gave the consumer control. He was in tune with the web 2.0 generation. At the core of the strategy is Inspired

by MySpace and Facebook, the strategy was simple: build a community and let the members run it. In, as it is popularly known, supporters don’t just read about policy – they also sign up for updates, join local groups, create events, blog, and set up fundraising pages. The site was carefully designed to foster connections and collaboration, while giving individual volunteers many ways to contribute, in their own way and time. Traditionally, campaign activities are centrally controlled; for example, voters’ lists are kept at headquarters. But gave supporters the tools to act for themselves. For example, one could download names and numbers of undecided voters in his district and pick up his own phone [TALK], or knock on doors [walk] to get the vote or solicit donations via tools on the site. Decentralization also encouraged supporters to generate their own content and share with others. New York supporters created, where followers and their friends are challenged to raise donations totaling $1M in one minute. A music video by the Black-Eyed Peas’ Will.I.Am

A vintage Disruption gave the world a dose of Pinoy humor over the holidays. Here's how it all happened, straight from TBWA\Tequila Creative Director Marci Reyes:

Obama in Manila

"The idea started when I got an email from one of our Art Directors. The subject was "Pinoy in White House" . It showed pictures of this Obama look-alike. We all found it hilarious and it just so happened that we were working on a Motilium TVC requirement at the time. I did a story using him, presented to Melvin one weekend,

presented it to client the following Monday and they loved it. It wasn't a tough sell at all. 3rd frame pa lang they were in stitches already -sold na :) All this time we were still thinking that the Obama guy was Pinoy. After getting approval in the presentation (which we did in the client's Christmas Party) I texted the team and asked them to start looking for the guy. This was when we discovered that he wasn't Pinoy at all. He is a photographer from Indonesia who spoke no English at all. His name is Ilham Anas. We checked on Ate Glow and found out that he/she was vacationing in the States. After a few minutes of panic, we proceeded with hunting down the guy and asking Ate Glow to cut his/her vacation short.. We got in touch with "Baraks" the next day and flew him in for the shoot after 3 days I think. Ate Glow flew in too. The whole campaign from conceptualization to finished on-line took 9 days." " The feedback has been very good. Client is delighted and we

We're still hearing stories of the TVC being discussed and laughed about in parties. I'm not sure if Ilham already has offers in the US. are too. On the second day the ad had already received about 15,000 You Tube hits. The comments are almost as hilarious as the ad itself. We're still hearing stories of the TVC being discussed and laughed about in parties. I'm not sure if Ilham already has offers in the US. But I know he's a big celebrity in his office now. He's a really nice guy who started out having fun with his office mates one day and had his picture taken ala Obama. They lent him a coat and tie, they posed and one of his friends uploaded it. Next thing he knew, he was on a flight to Manila with a friend/interpreter shooting a TV commercial. It was his first time to go abroad."

He made sure that his supporters were always first to know, and kept in touch by collecting thousands of numbers and emails from rallies and sending out personal messages at strategic moments garnered 40M You Tube views, even if it was not created by the campaign. Volunteers also developed Obama 08 Iphone and Itouch applications that enabled owners to mobilize their friends. Actively engaged Conversation vs. One-way passive communication. Obama used the web not just to distribute information, but rather to start a conversation. He made sure that his supporters were always first to know, and kept in touch by collecting thousands of numbers and emails from rallies and sending out personal messages at strategic moments to update them, ask for volunteer help or simply to remind recipients to vote. He did not talk in terms of “I,” as Hillary Clinton did, but always talked about “You.” In Twitter, for example, Obama did not just work on having people follow him. He also followed them. Other candidates also used Twitter, but only Obama was perceived to genuinely want a

conversation. Personal & Accessible Connection vs. Impersonal & Distant Presence. Obama made himself accessible to the tech-savvy market through their media of choice: IPhone Applications, Twitter, Email, Facebook, MySpace, You Tube. Obama’s 37-minute speech had 7M online views, rivaling the size of a nightly news broadcast. This shows how the news source shifted from television news to people going online for a direct experience of the candidate, wherever and how much they want, to make their own judgments without influence from journalists. Recognizing the proliferation of bloggers, Obama allowed people access to information about him so that they could form their own opinions and share these with others. Targeted Relevance vs. Mass Messages. The Obama campaign engaged young, normally apolitical voters by giving them control over their relationship with Obama. Onsite tools gave them the power

to customize and personalize their experience. Surveys also showed that among 18-25 year old voters, 57% were more engaged in the election, and that interactivity with the campaign energized young voters. Young voters were encouraged simply to vote, knowing that they would most likely choose Obama. Online tools allowed the campaign to focus on the youth vote, especially in unlikely Obama states like Alabama. When attacked, the campaign also responded in a focused manner, launching web pages and online groups to fight mudslinging and doubt-casting. For example, the campaign urged supporters to send out counter-viral emails responding to false rumors about Obama’s personal background and tax policies, and launched the tactical site to quickly refute Republican attacks.

Print / Collaterals: Creative Director: Jake Tesoro Art Director: Reggie Ocampo Copywriter Cristina Baffrey Viral Marci Reyes, Jake Tesoro Reggie Ocampo, Dante Dizon Louie Cale

From the sublime to... Another take on the future President

As a strategy, geo-targeting was used to target videos on the Obama channel by strategically providing local content in specific critical states. In the Hispanic community, registered volunteers were empowered to make calls in Spanish using an online phone tool built into the MyBO website. Obama, the first Digital President. On Inauguration Day, Live served over 26.9M live video streams globally and more than 182M page views. An apt culmination of a well planned, 2-year digital strategy. What’s next? The pitch win is just the beginning. With a loyal database of millions, President Obama can keep people engaged through, a website where people can share their ideas and continue participating to shape the future. With this strong digital platform, President Obama can run what might be called democracy 2.0 – government of the people, for the people and more than ever before, by the people. Angeli Beltran L ambsdorff is managing director of Dentsu Indio and vice president of the IMMAP (Internet & Mobile Marketing Association of the Philippines). january-february '09


movers Cid Reyes partners with Well

Love it or hate it, this industry can be hard to shake. Cid Reyes, who retired last year from Ace Saatchi & Saatchi and received a Lifetime Achievement Award from the Creative Guild, is back in the business. Reyes has accepted a partnership in Well Advertising, a small, quiet shop that has survived to its third decade. Agency founder Ernie Hernandez had worked with Reyes years ago in Saatchi. Upon reading of his former colleague’s retirement in adobo, he snapped him up. Well’s clients include Kawasaki Motors, ABS Herbs, and pharmaceutical firms including Pascual Labs. Like many agencies one-third their age, they are now involved in several pitches.

Pinoy creatives see green get lauded by AdAsia Robbie Dinglasan

Miriam Sison-Pangan joins JWT as Client Service Director for Unilever

JWT Manila welcomes Miriam Sison-Pangan as Client Services Director. JWT Manila CEO Jos Ortega recently announced Sison-Pangan's appointment to take charge of the Unilever account, which includes the high-profile Sunsilk/Creamsilk businesses. She will share lead account management with Golda Roldan. The move is a change of agency but not of client culture for Sison-Pangan, who was Lowe's SEAsia Regional Director for Surf. In total, Sison-Pangan spent over a dozen years exclusively on Unilever, with the last six years managing both local and regional business. She was instrumental in some of Unilever's most successful launches in the country: Surf in 1997 and Vaseline Shampoo in 2000. She also led the Philippine team's regional participation in the massive Clear Shampoo launch in 2007. "With today's complex business environment, it is important that our clients have access to more senior management time. This new structure reflects that commitment," said Ortega in a statement. "Miriam brings with her a wealth of experience, knowledge and insights that will prove valuable for our clients' brands," he added.

Much has been made of Pinoy’s penchant for green jokes, but two of them, Robbie Dinglasan and Titus Reyes, found another way to go green. For their effort, Singapore producer/creative Gordon Tan and they were honored by AdAsia’s Green Awards 2008. Launched by AdAsia Editor-in-chief and BluePrint CEO Allein Moore last year, the competition singles out ads, direct marketing campaigns, multinationals and enterprises in Singapore that promote or exemplify significant reduction of carbon footprints. While no one entry in

the advertising category was deemed the best, the jury chose 15 outstanding ads—one of which was Dinglasan’s and Reyes’ video for light manufacturer Megaman. Megaman manufactures light bulbs using recycled materials and designs them to be 100% recyclable. Even its factories in China reduce their carbon footprint in the manufacturing.  Not only does a Megaman bulb save energy and last 15 times longer than a conventional incandescent bulb; each one is made with little to no adverse effect on the environment. “That was pretty much the brief,” said Dinglasan, a freelance director who works out of Bangkok. “I took on the role as Creative Director, and my writer Titus Reyes came up with the concept. We took our inspiration from Megaman’s ‘no or almost no carbon footprint’ policy and thought that the corporate video should do the same.” The duo’s idea was not to waste any resource in producing this three-minute piece of “industrial cinema.” They decided to use stock footage and images – “recycling” it -- courtesy of Getty Hong Kong. Only a few additional scenes had to be shot. Thus, they reduced the

use of fuel, electricity, etc., all in the spirit of eco-friendliness. Post was done at Soho Asia Post Bangkok, the music score composed in Kuala Lumpur. Fittingly, all the “travel” between Singapore, Malaysia, Thailand and China was via Yahoo! Messenger and email. “We even took public transport in Bangkok!” laughs Dinglasan.  “In the end, I would say a very small carbon footprint was left in the creation of the final material.” The winners of the inaugural AdAsia Green Awards were presented in the January-February issue of the Singapore-based magazine.

Donald Chan joins TBWA\China

Hong Kong — TBWA\Worldwide announces a new leadership structure to take TBWA\China to the next level of growth. Donald Chan has been appointed as CEO of the TBWA\Group in China, taking over from Gavin Heron, who will relocate to South Africa to take responsibility for TBWA\Johannesburg. Donald spent a majority of his career with Leo Burnett in both Hong Kong and Shanghai, where he became Managing Director. Under his leadership Leo Burnett Shanghai grew from 20 to 200 people and was hailed by the China Brand Forum in 2005 as the most influential brand-building agency in China, and by the IAI China, as the most creative agency in the country. Additional success winning significant new business including China Mobile, SONY, Fuji Xerox, General Motors, Siemens and Tiger Beer resulted in Donald being ranked as a Top 10 Advertising Executive in China in 2005 by Modern Advertising. He went on to be named as the Top 10 Advertising Person of the Year by the Chinese Advertising Association in 2006. 


january-february '09

The Advertising Board of the Philippines elects its 2009 officers and board: Charmaine Canillas of Petron Corporation (PANA), Chairman; Nandy Villar from McCann Erickson (4As), Vice Chair; Pepito Olarte of Philippine Daily Inquirer (UPMG), Treasurer; Tessie Celestino-Howard of Airtime Marketing (IBA), Corporate Secretary; and Rick Hawthorne from Roadrunner (ASAP), PR & Information officer. Board Members include Allen Velez of Events Pool (ASAP), Isabel Santillan of BBDO Guerrero (4As) Raymond Arrastia of Leo-Burnett, Miguel Ramos of Aspac Law (4As), Jose Sy of Film-Ads (CA AP), Alden Castañeda of Mister Donut (MORES), Frank Abueva of Advertising Associates (OA AP), Margot Torres of Golden Arches Dev't. Corp. (PANA), Charlie Manio of Cebu Pacific (PANA), Sandra Puno of Nestle Phils. (PANA) and Lucien Dytioco of Philippine Star (UPMG).

Value Ad’d. Celebrating profitable marketing that promotes societal values, the Integrated Marketing Communications Effectiveness Awards broadens its call for entries outside of the Philippines and into the rest of the Asian region. IMCEA is louder than ever and, beginning this year, it’s taking the name The Tambuli Awards to show just that. The Tambuli Awards 2009 categories: Best Small Budget Product Brand Campaign Best Small Budget Service Brand Campaign Best Established Product Brand Campaign Best Established Service Brand Campaign Best Integrated Internal Marketing Program Best Innovative and Integrated Media Campaign Best Insights and Strategic Thinking Most Effective Teens Brand Campaign Most Effective Family-Oriented Brand Campaign


Deadline for submission of entries is April 17, 2009.

Visit or call 637-0912 local 393 for more information.

The value of a campaign is in its values.





january-february '09


movers Raul Villegas [heart] Ford

The romance goes regional: in January, JWT Manila General Manager Raul Villegas moved to Bangkok as JWT's Regional Director on the Ford Asia Pacific and Africa business. Villegas has a long history in the driver's seat, dating back to the late 1990s when he was Director in Charge of the Ford Philippines account. After leading that growth business, he joined client side as Marketing Manager for BMW Philippines. Recognizing that his true love was JWT, and Ford, he returned to both, ultimately becoming GM of JWT Manila. In his new role, Villegas will be working with Guy Winston, Joshua Teong, Yaowapasri Siksakasopon (Khun Kan) and Nares Swasdikulavath (Khun Ben) who will also step up to a larger role on both the Ford APA business and the Ford Export & Growth business for the AP region.

New Kat on JWT's block

From Matt's new shop to his old one: Katrina Encanto, whose drawings adorned some of Saatchi's more notable ads, joined JWT as an Art Director in July. At Saatchi, Encanto handled P&G, Mead Johnson, PLDT myDSL and Petron, and is one of those credited on the Yabang Pinoy t-shirts that won Saatchi a Platinum at the last Araw Values Awards. Her poster also placed second in 2007's adobo design competition. On her move, Katrina says, "I'd like to think that the change will do me some good, and I look forward to doing some great things with JWT."

AQUENT’s James Koh moves up to regional role

Time to update your cover letters. James Koh, Aquent’s Singapore Director, will move up to a newlycreated regional position, designed to cement the search firm’s hold on the advertising and media sectors across Asia. After six years successfully building and running Aquent’s Singapore team, Koh will now be Regional Practice Leader, Advertising and Media, Asia. His initial focus will be on Singapore, Malaysia, China (including Hong Kong) and Taiwan; Vietnam, Thailand, Indonesia and the Philippines will also be under his supervision. “We are very excited by James’ recent appointment”, says Aquent’s Asia Regional Director, Steven Pang. “The idea is to dedicate a senior-level regional resource to further deepen our relationships with our advertising and media clients and talent across Asia. James’ unique background comprising of 15 years direct advertising agency and executive search and staffing experience makes him the ideal person to drive this strategy”.


january-february '09

Semifinals, Lotto Titans Cup November 28, Manila Polo Club Loyola vs adobo FC, 2-0 Running on not much more than Gatorade, a barely complete team of mixed-age weekend warriors held their own vs. the league's top-ranked team, an ex-varsity squad in their twenties. Next cup is in April, and we will be ready!

adobo FC A Team: Goal Keeper Paolo Bellosillo (Awarded Best Goal Keeper of the Cup)

Jason Wong Gary Gardoce Gelo Papa

Forward EJ Galang Ebong Joson

Defender Glenver Gregorio Nikki Del Carmen JP Loh Raffy Castañeda

Midfielder Kola Akinyele Ricky Santillan

photo courtesy of Bob Guerrero

truth in advertising

Illustrated by Jed-Angelo Segovia

The marketing director of a big family business had been skimming in the millions for years. His racket was going great, but he got greedy. After one too many cut-rate suppliers who delivered what he paid for (but not what he billed), the MD was busted. A conference was called, and the family’s second generation had to tell the first generation they screwed up. They did so, complete with Powerpoint slides detailing the family friend’s theft, number by painful number. The family had another trusted lieutenant, the Big CD of a small agency that handled much of the business. Big CD was so close to the family that during a recent pitch, agencies walked in to find him on the reviewing panel. But that’s done. With much of the skimming done off advertising production cost estimates, the logic goes, Big CD had to have known something. Now there’s a new marketing director on board – but nearly a year after the Powerpoint, Big CD’s agency still has the business. Smells a bit like the family’s star product.

Heard any good tsismis lately? Want to start one? Send it to:


17, 2009.

Tambuli Awards 2009 IMCEA returns: rechristened, revamped, regional



Now dubbed the “Tambuli Awards,” the biannual Integrated Marketing Communications Effectiveness Awards (IMCEA) once again honors marketing campaigns that have valued both business results and socially relevant MEDIA SPONSORS: marketing communications. Launched by the University of Asia and the Pacific (UA&P) School of Communication in 2005, the IMCEA is the first and only award-giving body in the Philippines that recognizes profitability of integrated marketing communications campaigns while simultaneously promoting societal values. This year’s name change emphasizes the event’s use of the tambuli, an indispensable tool in the lives of early Filipinos, as its symbol of effectiveness. A vital instrument of communication and precaution, it now stands for marketing communicators who create and deliver messages focused on results that build long-lasting value for their organization, their markets and stakeholders, and for the common good of society. The Tambuli Awards 2009 introduces the biggest development in its history yet with the inclusion of participants from other Asian countries. Two new categories are introduced: Most Effective Teens Brand Campaign and Most Effective Family-Oriented Brand Campaign. A special award, called the Effectiveness Agency of the Year Award, will also be given to the communication agency with at least 3 distinct winning entries based on the judges’ criteria. In 2007, during the second and most recent IMCEA, Publicis Manila brought home the Gold Award in Best Innovative and Integrated Media Campaign for its

work with Nestlé Philippines, in the “Choose Wellness, Choose Nestlé” campaign. The Tambuli Awards come in Gold, Silver and Bronze, depending on the entries’ level of achievement within the given category as determined by the judges. Gold Winners in turn qualify for the Tambuli’s highest distinction, the Carmencita Esteban Platinum Award. It is awarded to the campaign that has most effectively achieved integration demonstrated by a remarkable advancement in business performance while, at the same time, espousing a genuine

have implemented integrated marketing communications (IMC) campaigns using more than one communication channel. Entrants are encouraged to discuss the impact of the competitive environment, pricing, distribution, and other factors that might affect market equilibrium. The evidence of results must relate directly to the campaign’s objectives and provide sources of data, research involved and the time period covered for the results provided. The case must not only prove that the campaign resulted in increased sales but more importantly, show how it was profitable for the brand; that a clear payback or profit occurred as a result of the IMC investments made.

Now open to entries from around Asia, the Tambuli Awards aspires to be the benchmark for effective, socially relevant integrated marketing communications programs. commitment to social goals. 1/20/09 6:41:32 PM Since 2005, however, IMCEA participants have yet to qualify for the award. Traditionally, the Tambuli Awards judges has included some of the most respected names in the advertising industry. Previous years have seen rosters with industry personalities Emily Abrera, JJ Calero, Minyong Ordoñez, Jose Cuisia Jr., Vicente Dinglasan, Delfin Gonzalez Jr., Nanette Diyco, Mariles Gustilo, Rey Icasas, Barbara Locsin, Abby Jimenez, Raul Alvarez, Nena Barredo, Lorenzo Barros, Nonna Nañagas, Jaime Puno and March Ventosa. The IMCEA Advisory Board is also composed of industry leaders together with representatives from UA&P. The board members are: JJ Calero, Carmencita Esteban, Mon Jimenez, Minyong Ordoñez, Vicente Dinglasan, Eric Canoy, Jaime Puno, RJ Esteban, Dr. Francine Racho, and Dr. Jerry Kliatchko. Following a case study entry approach, the Tambuli Awards aspires to be the benchmark and resource for effective integrated marketing communications programs. Eligible to enter are advertising/communication agencies and clients that

However, for an entry to win a Tambuli Award, it should also show how it promoted societal values. Entrants must include a qualitative description of how the campaign contributes to the betterment of society. Some examples of ideals that may be highlighted are: truth, justice, peace, family life, service and industriousness, respect for human life and dignity, care for the environment, concern for the needy, solidarity and racial harmony, and defense of the rights of individuals and communities. The Tambuli Awards 2009 is organized by UA&P School of Communication in partnership with the Marketing & Opinion Research Society of the Philippines, BusinessWorld and InterMedia Consulting, Inc. Category sponsors are Millward Brown Asia Pacific-Philippines, Radio Mindanao Network and Philippine Survey and Research Center-Research International. Media sponsors are adobo magazine and FocusMedia Audiovisuals. The deadline for the submission of entries is on April 17, 2009. For inquiries, you may contact Ms. Dette Malayo at 637-0912 loc 393 or via email at dmalayo@uap.

Mapleston joins iris Singapore

Independent, much-awarded integrated marketing agency iris Singapore has snapped up former Bates141 Singapore General Manager Craig Mapleston as managing director, tied into its planned Asia Pacific expansion. He takes over from Dan Saxby, who has been promoted to global client director for long-standing iris client Sony Ericsson. Mapleston, who takes his new position in February, has nearly two decades in integrated communications, having spent the past 14 years in Asia and the last 10 leading Bates141 offices in the region. His most recent industry awards include awards for Nokia at the Effies Singapore 2007, and seven individual awards for Nokia: Defend Your Turf at the Promotional Marketing Awards of Asia (PMAA) in 2006. Mapleston's is the latest in a string of big hires poached from the competition: Richard Bleasdale, Regional CEO for Asia Pacific, who joined from DDB Group Singapore/Rapp Collins Asia Pacific, board directors Andrew Dowling and Chris Martell, who joined from Y&R Singapore and TBWA\ Tequila Singapore respectively, and most recently Tom Ormes, who joined as joint creative director for iris Singapore from Y&R.

R3 staffs up with two new consultants

Despite the economic downturn that has firms around the region not just freeze-hiring but actually firing, marketing consultancy R3 added additional talent in November: Senior Consultant Elfrida Szeto, and Financial Consultant Ashley Tay. Elfrida's most recent assignments include SKII at Burnett Singapore, and HP at Publicis. "R3 [is] one of the few marketing consultancies with a truly 'geography-neutral' perspective," said Ms Szeto. "Already, we've been engaged in three global agency reviews as well as several Asia Pacific initiatives - there's a lot of shared learning and opportunities to drive greater improvement," she added. Ashley Tay was most recently Financial Controller of Leo Burnett, Arc Worldwide and Starcom Singapore, managing the financial functions for P&G, GM and HP amongst other clients. "I see real potential in helping marketers and agencies leverage each other's talent to drive brand performance," said Ms Tay.

Mike Amour steps down from Grey Asia-Pacific

Mike Amour, chairman and CEO of Grey Group AsiaPacific, leaves the network on Jan. 1, 2009, to be succeeded by Nirvik Singh, head of Grey South/ Southeast Asia. A speaker at the last two Ad Congresses, Amour had held the top post since 2005. He will take a sabbatical before considering opportunities, possibly within Grey's holding company WPP. Before joining Grey in 2003, he had been Business Development Director of TBWA Worldwide in New York. Amour's departure coincides with the appointment of Maile Carnegie as the new head of marketing for P&G in Asia. Formerly head of marketing for Australia, Carnegie was promoted following a P&G restructuring that centralizes brand and media strategy for the whole of Asia. P&G is one of the Grey Group's anchor accounts in the region. january-february '09




adobo January Ad of the Month

Ford Escape “Beyond Boundaries” web banner ad

adobo February Ad of the Month XO Candy "Watercolor" TVC

adobo March Ad of the Month Nestlé All-Purpose Cream "The Offering" TVC

Ad Title: Ford Escape “Beyond Boundaries” web banner Agency: JW T Philippines Advertiser: Ford Group Philippines Client: Tonette Lee Creative Directors: Dave Ferrer/Joe Dy Art Directors: Carl Urgino/Javey Villones Copy writer: Joe Dy Programmers: Jay Tablante, Jairus Aragon Producers: Jay Tablante, Carol Pe Benito Accounts: Golda Roldan, Mark Peckson, Janlo Cui


january-february '09

Ad Title: XO “ Watercolor” T VC Agency: Neuron/Campaigns & Grey Advertiser: Universal Robina Corporation Creative Director: Kite Lacuesta Art Director: Jason Jumaquio Copy writer: Rachel Teotico Accounts: Donny Dingcong Director: Luis Daniel Tabuena Producer: Jem Lim/Leslie Perez Caster: Enric Munchua Production House: Provill Post Production House: Optima/Hit

Ad Title: Nestle Cream “The Offering” T VC Agency: McCann Worldgroup Advertiser: Nestle Philippines Creative Directors: Raul Castro, Noel Bermejo Copy writer: Aris Marquez, Henr y Gonzales Art Director: Gian Mawo, Gabby Alcazaren, NJ Mijares Director: Henr y Frejas Production House: Filmex Producer: Chona Bustamante, Netnet Valencia Post Production: Underground Logic Animation: Underground Logic*

Selected by adobo's editorial board and some of the country's top creative directors

adobo April Ad of the Month Coca-Cola "Angel" TVC

adobo May Ad of the Month

McDonalds' "Burger Burger Campaign ("Bangs")", TVCs

adobo June Ad of the Month Nestlé 3-in-1 "Freshman", TVC

Ad Title: Coca-Cola “Angel” T VC Agency: McCann Worldgroup Philippines Advertiser: The Coca-Cola Export Company Creative Director: Raul Castro, Dino Jalandoni, Noel Bermejo Art Director: Jasper Cosco Copy writer: Gerr y Cacanindin, Gail Riofrio Director: Adrian Van de Velde Production House: Greatguns Bangkok Co. Ltd. Producer: Chona Bustamante Post Production: Fame Post Bangkok Sound Production: Hit Productions, Song Zu Singapore

Ad Title: McDonalds’ “Burger Burger Campaign (Bangs)” T VCs Agency: DDB Philippines, Inc. Advertiser: Golden Arches Dev’t Corp. (McDonald’s) Creative Director: Christina “Teeny” Gonzales Art Director: Argem Vinuya Copy writer: Maki Maquiling Director: Carlo Directo Production House: MCI Producer: Irene Chingcuanco Post Production: Optima Sound Production: Sound Design

Ad Title: Nescafe 3-in-1 “Freshman” T VC Agency: Publicis Manila Advertiser: Nestlé Philippines Creative Director: Marlon Rivera, JJ Henson Art Director: Apol Sta. Maria, Mike Talampas, Dan Sanchez Copy writer: Mike Chua Director: Matthew Rosen Production House: Unitel Producer: Babes Reyes Post Production: The Post, Bangkok & 422 South, Bristol Sound Production: Mike Villegas, HIT Productions

january-february '09




adobo July Ad of the Month

Raw School "Cry", "Eat (Tanke)", "Eat (Tony)", Posters

adobo August Ad of the Month -no winner-

adobo September Ad of the Month Bayan Wireless "Chase" TVC

Ad Title: Raw School “Cr y”, “Eat (Tanke)”, “Eat (Tony)”, Poster campaign Agency: Publicis JimenezBasic Advertiser: Creative Guild of the Philippines Creative Director: Third Domingo Art Director: Nina Jimenez / Vlad Jamison Copy writer: Nina Jimenez Photo credits: adobo Magazine / Found Images / Stock


january-february '09

Ad Title: Bayan Wireless “Chase” T VC Agency: BBDO Guerrero Advertiser: Bayan Wireless Landline Creative Director: David Guerrero, Joel Limchoc, Simon Welsh Art Director: Jeck Ebreo, Dale Lopez Copy writer: Tim Villela, Meggy De Guzman Accounts: Ombet Traspe, Eric Oandasan, Shirley Gadia Director: Henr y Frejas Production House:  FilmEx Producer: Jing Abellera Post Production: Optima Sound Production: Hit Production

Selected by adobo's editorial board and some of the country's top creative directors

adobo October Ad of the Month

Mach 5 "More Power Campaign" (Caravan, Pedicab, Sacks), Print Ads

adobo November Ad of the Month Saatchi "Mind Map" Print Ad

adobo December Ad of the Month Motilium "Baraks" TVC

Ad Title: Mach 5 Energy Drink “Caravan”, “Pedicab”, “Sacks” Print Campaign Agency: Creative Juice Manila Advertiser: Mach 5 Energy Drink Creative Director: Tanke Tankeko Art Director: Del Metante, Alan Navarra, Andrei Salud, Yuri Timg Copy writers: Braan Avanceña, Joey Melliza Photographer: Genie Arambulo, Robert Bosito, Karen Parreño Print Producer: May Dalisay, Karen Parreño FA Artist: Romar Quiroz

Ad Title: Saatchi “Mind Map” Print Ad Agency: Saatchi & Saatchi Advertiser: Ace Saatchi & Saatchi Creative Director: Raoul Floresca, Trixie Diyco, Tonypet Sarmiento III Art Directors: Chin Pangan, Andrea Cid Janette De Veyra Copy writer: Maan Agsalud, Paolo Agulto, Bia Fernandez Illustrator: Janette De Veyra Final Artist: Rico Torres Print Producer: Denden Obien

Ad Title: Motillum "Baraks" TVC Agency: TBWA\Santiago Mangada Puno Advertiser: JANSSEN Pharmaceuticals Executive Creative Director: Melvin Mangada, Marci Reyes Art Director: Dante Dizon Copywriter: Marci Reyes Director: Erik Matti Production House: Revolver Producer: Sunny Lucero, Cheese Bagnes Post-Production: Larger Than Life Sound: Soundesign

january-february '09



Mon and Abby make their

Grand Exit by Cynthia Dayco


january-february '09

“The Jimenezes have gone to the dogs.” So joked industry elder JayJay Calero, when he learned that Mon and Abby Jimenez have not only retired from advertising but traded it for a dog school. A dog school, indeed. This, from the couple that built Publicis Jimenez Basic, the biggest local brand in advertising. This, from two creatives whom the Creative Guild of the Philippines honored with the Lifetime Achievement Award, for devoting a combined 50 years “to uplifting the standards of Filipino Creativity with a Filipino heart.” But on the last working day of 2008, Mon and Abby turned their backs on the industry they so loved. They quit at the top of their game. After nearly twenty years, Publicis Jimenez Basic is the most profitable creative ad agency in Manila. Its business is anchored on an enviable list of clients, mostly local: Unilab, Jollibee, Chowking, Western Union, San Miguel , Globe Telecom, Innove, Citibank, Coca-Cola, Cebu Pacific, Sara Lee, Monde, Meralco, Nutriasia Foods, and Greenfield Development, among others. It has a solid reputation for creative and effective ads that find their way into people’s conversations. Employee turnover is one of the lowest in the industry, shored by good compensation, reasonable work hours and annual company outings abroad. No wonder that in 2006, the Philippines 4As judged Mon and Abby’s little-shop-thatcould the Agency of the Year. THE CLASSIC LOVE TEAM Of course, to people who have worked with the couple, their achievements were praise-worthy but hardly unexpected. Both Mon and Abby began as copywriters in Ace Compton (the precursor of Ace Saatchi & Saatchi). Although romance blossomed at the office, their career paths would diverge for a few years. Mon became Ace Saatchi & Saatchi’s wunderkind executive creative director, while Abby quit to put up her own shop. But their personal chemistry translated so well into the professional that Mon’s decision to join her was a foregone conclusion. From that point and onwards, Jimenez & Partners took off. In the years to come, it would take on D’Arcy as a global partner,

merge with that other great local agency, Basic Advertising, and eventually add the name Publicis to their door. All throughout, Mon and Abby never relinquished control of their company. ABS-CBN’s Robert Labayen, who learned the ropes from Mon, remembered him as a fun and generous mentor. “In the first few years [at Saatchi], he did most of the work but he always shared the credit with me and Mario. He ‘s not the kind of person to take credit for himself. Mon was surrounded with good vibes, so no one ever resented his success [with Jimenez].” Moreover, he could present anything. “When Mon talks, you believe he really knows what he’s talking about. He’s very honest, no bull. That’s how he built the rapport with his clients.” Abby was no slouch in the client department either. For one, she had a remarkable memory for names, and everyone agreed that Abby was very good with the finances. Perhaps it came from years of manning her father’s hardware store. Her business acumen, coupled with Mon’s charisma, made them a powerful and passionate team. “Yin and yang.” “Push and pull.” “The perfect balance.” These were words that friends and colleagues would use in their anecdotes of Mon and Abby. “Integrity” was another. Third Domingo, creative director at Publicis Jimenez Basic, said, “They’re very straight with people. If you’re impressive, they’ll tell you. If they don’t like you, they’ll tell you. Invariably, you’d try your best to please them. “Sometimes it’s infuriating that they wouldn’t allow us Creatives do ‘initiatives’. But that only inspires us to do great work that will be approved by clients, loved by Filipino audiences and acclaimed by award shows. There’s no easy way to greatness.” Because of their integrity, former JWT head JayJay Calero could not begrudge his competitors their success. “Mon and Abby are very straight shooters. They live true to their word. I respected them for that. I even gave them one account, Dequadin, because I loved the client and I felt that the Jimenezes would do as good a job as [JWT].” Another trade secret was their ability to make long-term plans and stay the course. “Mon and Abby always have a plan— very well thought-out; continually re-

visited,” stated Y&R Philippines CEO Chiqui Lara. She handled their client service in the earlier years of Jimenez & Partners. “This plan becomes their lighthouse for all decisions regarding the organization, people, clients. No one that has ever worked with them can say that Mon and Abby did not put in a whole day’s worth of work and more.” She added that innovative thinking was also a critical ingredient. “They keep their ears close to the ground and are not afraid to take risks. The result is most evident in the quality of their internal processes and their client relationships.” JayJay concurred. He remembered how industry players responded to the rise of the media agencies. “When the media broke away from the creative agencies, everyone was crying. “Mon saw it differently. He said, ‘We can play it differently now.’ Right away, they would look at things positively rather than see the negative side—which people were doing and are still doing. “They knew how to reinvent themselves, so they were slated to be No. 1.” Of course, no one explains the Jimenez work ethic better than Mon and Abby. “Momentum, momentum, momentum.” Laying it down in true Jimenez fashion, they add, “You don’t rest on your laurels. You don’t cry over spilt milk. You don’t agonize over awards you’ve lost.” After decades of bringing the A game, they’ve learned that they had to “keep going, knowing that innovation and growth happens only when there is forward motion. You meet new clients, encounter new challenges and discover new truths that way. It’s not always neat but success never comes without some struggle.” BUILDING UP TO THE FINALE If success means doing the work one loves, for clients one respects and earning the right to quit while one is ahead, then Mon and Abby know the best way to do it: By working on it from Day 1. “Seriously,” they say, “we’re lazy. Hard work is the lazy man’s shortcut to early retirement.” They also took pointers from the late Tony Mercado, who ran Basic Advertising and Publicis Philippines. He told them that the task of choosing their successor began from the moment they became the boss. “We took his advice and ended up

“It is as if they feared that we would wither away and die if we didn’t have advertising to wake up to every day. They have since calmed down seeing that we continue to bubble over with new and exciting things to do.”

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having not one, not two, not three but more people with the potential to succeed us than we deserved to have. We made a choice. It is our proudest achievement.”

A good artist knows when the painting is finished. It’s time to move on to another canvas. Indeed, the 120 or so employees that they left behind are some of the smartest, busiest, and certainly the most profitable people in the business. JayJay Calero credits this to the Jimenezes’ ability to attract people who have both the right IQ and EQ. Unlike most creative leaders, the couple shepherds their people in what someone described as a “familial meritocracy”. Matec Villanueva, chairman of Publicis Manila, explained. “They believe in talent. They know that it costs money, and they’re not about to scrimp… Other than the renumeration, very few people leave [their agency] because Mon and Abby teach their people well.” The Jimenezes concur. “We always agreed that creative activity such as building and running an ad agency is best experienced as an ‘apprenticeship’. You lead by example and you learn by watching your elders do their thing.” Apprentices who succeed are aptly rewarded. As the agency patriarch and matriarch, they went so far as to send Christmas presents to parents of employees— to thank them for raising talented and driven children. While not exactly traditional by Western standards, their methods are surprisingly effective. In fact, Publicis Asia CEO Matthew Godfrey has nothing but praise for their leadership. “Far too many visionary leaders do not create a sustainable creative culture around them. Mon and Abby have not only created an amazing brand but one that has extraordinary depth in talent, hunger and drive for the future. “I think this is a great testament to their leadership. They should have given lessons to people like Ian Batey!”

J.R. Ramos & Bebot Ngo


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THE LAST ACT Still, some industry observers were wary when Mon and Abby finally left Publicis Jimenez Basic in the hands of JR Ramos and Bebot Ngo. Too young, too soon perhaps? But these people forget that the Jimenezes were barely in their thirties when they started the agency. Besides, Bebot and JR were chosen because “they represent the future of PJB.” Of their heirs, the couple says, “They are young and are big believers in the power of new media. Most important of all, they are possessed with the steady and focused vision that is the mark of strong leaders.” Nor do these two creatives worry about leaving their baby to two suits. “We do not subscribe to these ‘creatives and suits’ labels. Whether they wear torn jeans or Armani to

work is hardly as important as their ability to run an organization that supports great work.” Their confidence in Bebot and JR was bolstered in their last year at the agency. That’s when they realized the one thing most parents take a lifetime to learn. “Your ‘children’ are stronger than you think. In fact, they are stronger than THEY think. It is the height of arrogance to presume that they will not do well without you. “The fact is, we were not doing much on our final year. The agency had its best new business year. All that time, we were a pair of training wheels! Our one-time ‘apprentices’ had come into their own.” As their last act, they renamed the agency Publicis Jimenez Basic. The French partner went from an afterthought to top billing. But it was no skin off their noses. Mon explains, “The Publicis name was added to give a stronger international flavor to an already-established Filipino brand name. The new name is an accurate descriptor of the many-faceted history of the agency and its readiness to face the future. Everyone agreed it was a good move, the momentary confusion with sister agency Publicis Manila notwithstanding. Not once did they think that the Jimenez name was devalued. “It simply means that the Jimenez name does not complete the picture. A new name is like a new pair of shoes. You’ve got to walk around with it before it gets comfortable. “Is the person wearing it a new person because of it? In a way, we certainly hope so.” ENCORE? Once an adman, always an adman. Or so they say. Understandably, some industry pundits predicted that Mon and Abby will follow in the footsteps of Minyong Ordoñez who went into retirement again and again and again. “It is as if they feared that we would wither away and die if we didn’t have advertising to wake up to everyday. They have since calmed down seeing that we continue to bubble over with new and exciting things to do.” But that’s not to say that they don’t think about it every now and then. “Officially, we walked out the door on the last working day of 2008. It felt great then. The following day, we missed the business already. But as they say, ‘A good artist knows when the painting is finished.’ It’s time to move on to another canvas.” One such canvas is Dressform, a company built around daughter Sassa whose 45-piece collection was featured during Philippine Fashion Week. Another is their passion for animals. Inspired by their life with dogs Chico, a West Highland Terrier, and Atka, an Alaskan Malamute, they’re launching BetterDog. It’s the country’s first and only canine behavior center, where they are minority partners. So while the Jimenezes are truly going to the dogs, everyone can rest assured. They’re going to be fantastic at it. “And, yes,” Mon and Abby say. “We will be pitching the account.”


Dino and Pia photo courtesy of Bob Guerrero

newbiz/pitches PAL comes in for a landing

It’s official: flag carrier Philippine Airlines has appointed Leo Burnett Manila as their creative partner, after a pitch vs. BBDO and O&M. Jaime J. Bautista, PAL president and COO, said: “We are excited to partner with Leo Burnett as we retool our marketing strategy to emphasize the truth – PAL gives the consumer so much more value for the same price. We were impressed by the agency’s deep understanding of the air traveler and the consumer environment we are in right now.” Raymond Arrastia, Leo Burnett managing director, said: “The strategic thinking we presented was anchored on our new Humankind philosophy. We developed communications solutions always with the human purpose in mind.”

Waiting for Gas: Petron Pitch Presentations Done

The Petron pitch saga continues. Eight shops presented in the last week of January, following a credentials-based ‘short’listing in November 2008. New suitors were BBDO Guerrero, Blackpencil, DDB, McCann, and Publicis JimenezBasic; incumbents Burnett, Lowe and Saatchi were trying to keep their share or enlarge it. It is not clear whether it will be winner-take-all, or whether Petron will choose to retain its present three-agency system. Why all this effort for an account you may have to share? Because even with the $10 million media account assigned to Starcom, there’s still a lot to go around. One agency head outside the pitch (because he handles a competitor) put it succinctly: “It’s big and it’s local.” Thus, Petron is not captive to regional realignments or mandated creatives, and in fact has actually run some award-winning ads in the past.

A Gathering of Eagles reliving Ace-Compton by Cid Reyes Quick: which advertising agency can claim to have gathered in its fold within a half century, such stellar names as Antonio De Joya, Antonio Zorilla, Antonio Mercado, Minyong Ordonez, Peque Gallaga, Greg Garcia, Tessie Tomas, Jaime Santiago, Tong Puno, Danny Gozo, Mon & Abby Jimenez, Gryk Ortaleza, Amar Gambol, Q Pastrana …

the agency reinvented itself when, in 1986, a burgeoning maverick British shop bought out the American Compton, giving birth to Ace/Saatchi and Saatchi. In an unprecedented event, reunited last December at Amar Gambol’s Electromedia were numerous Ace Compton alumni, roused from slumberous retirement as far

To today’s young stalwarts, the name Ace Compton may reek of moth balls. After all, it was founded way back in 1948 by Don Ramon Araneta – a good three years after J. Walter Thompson was founded in 1946 by David L. Brodt

Milk Money: Wyeth Pitched

Pharmaceutical giant Wyeth was pitched recently. Involved were incumbent Adformatix, Campaigns, JWT, DM9 and possibly Gasso. Sources say that follow-on milk Progress has been awarded to Campaigns, but that big brand Promil – which Adformatix made famous with a classic campaign in the 1980s – is still up for grabs. The stakes are higher for Adformatix, which observers say could be forced to shut its doors without its anchor account. Talk about spilled milk.

Universal McCann wins 2 Pharma AORS

It was a healthy yearend for Universal McCann (UM), the media discipline of McCann Worldgroup Philippines. Effective January 2009, UM is the media agency of record (AOR) for Boehringer Ingelheim Phils., and for Janssen Pharmaceutica, a division of Johnson and Johnson Phils. UM won Boehringer in a pitch against Maxus and MediaCom; previous media agency was MediaForce. Brands included are Pharmaton, Buscopan and Dulcolax; creative duties remain with Euro-RSCG. UM won Janssen without a pitch, and will work with incumbent PHD for planning and buying. Antiox, Motillum and Nizoral are the brands involved.


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Ace-Compton, natch! Of course the abovementioned luminaries from different generations (“some are dead and some are living,” as the Beatles song goes) have carved their names in the advertising industry by moving on to found or head their own eponymous agencies, or conquering entertaiment. If some of these names don’t ring a bell now, believe me, they once tolled clangorously during their heydays. To today’s young stalwarts, the name Ace Compton may reek of moth balls. After all, it was founded way back in 1948 by Don Ramon Araneta – a good three years after J. Walter Thompson was founded in 1946 by David L. Brodt in the bombed-out TribuneVanguardia-Taliba building in downtown Manila. Remember the Japanese occupation from your Zaide history books? But

away as the US and Europe by a flurry of e-mail and texts. Expectedly, the evening was a riot of reminiscence and nostalgia, abetted by a ceaseless rewinding of ancient Ace commercials, mostly from the vaunted client Procter & Gamble: Camay soap’s “Ang Lahat ay Napapalingon,” Safeguard’s “Konsiyensiya,” DariCreme’s “Pinipili ng mapiling Ina,” Tide’s “Mas Lilinis, Mas Puputi Kahit Hindi Ikula,”and Star Margarine’s “Iba na ang Matangkad.” In a way, that era was the Golden Age of P&G advertising.

Highlight of the entertainment was of course former copywriter Ms. Tessie Tomas, in her Imeldific persona. Elegant in her terno, she roasted various Compton characters to the hysterical delight of the audience. Advertising’s loss is entertainment’s gain. Inevitably, someone had to ask: “When will the next grand reunion be?” To which another responded: “In the afterlife!” Well, that evening there were certainly enough stars. Such as ...Antonio De Joya, Antonio Zorilla, Antonio Mercado, Minyong Ordonez, Peque Gallaga, Greg Garcia, Tessie Tomas, Jaime Santiago, Tong Puno, Danny Gozo, Mon

& Abby Jimenez, Gryk Ortaleza (the first Filipino to be named Copy Chief – the title that later became ‘Creative Director’ -- in a multinational agency), Amar Gambol, Q Pastrana, Tom Banguis, Ernie Hernandez, Julie Lingan, Mando Cosio, Tina Coscolluela, Leo Martinez, Dante Datu, Melvin Mangada, Mario Monteagudo, Robert Labayan, Eleanor San Jose Modesto, Nonoy Gallardo, Bobby Caballero, August Benitez, Vic San Pedro, Tessa Jasminez, Joy Buensalido, Charlene Cabaneo, Bing Baloy… whew!

Marie Young with Mr. & Mrs. Raul Concepcion

Greg Martin

Michael, Gabby, Bia & Acid of Saatchi & Saatchi

Angel Guerrero with Liza Seddon

Fozzy Castro with Jess Lucas, EVP SM

Raul Alvarez, AVP Marketing Services PLDT Retail Business Group

Arthur Young, Chairman & President

The long lost brothers: Ian San Gabriel and Tony Sarmiento

Dan Ibarra Head Consumer Sales & Marketing, PLDT

lovemarks relaunching Ace-Saatchi November 27, 2008 Matt Seddon with Salil Murphy of Procter & Gamble

Who do you love? Spot the Saatchi bigwigs behind these Lovemarks. Tonypet Sarmiento and Raoul Floresca

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Obama- Tony Sarmiento, Zara- Gigi Garcia, Singapore Airlines- Arthur Young Jr., Guinness- Matt Seddon

The R Word

Outlook 2009

Recession. But also resourcefulness, renewal, respect and a return to reason. Creative & media agency suits on what’s coming up for Philippine advertising this year.

We cannot deny the fact that things are not going well globally. It will be a challenging year but it’s times like these that bring about unique opportunities especially to those who are not averse to change. So, we look at 2009 with guarded optimism. It’s going to be an exciting year.

& Mather Asia-Pacific has also embarked on a program for the agency and its clients that provides a clear perspective on marketing in a recession. In the first quarter, I look forward to: seeing all the new business and existing brand initiatives in the last quarter of ‘08 come to life.

a good time for introspection and recalibration, for learning and discovering of new ways of doing things.

RANDY MARI AQUINO Head of Country Ogilvy & Mather Philippines

Planning for 2009 was much more extensive because our organization had to look at many scenarios and possible action plans. This has made our plan for the year more realisitic and achievable. It’s also a good time for introspection and recalibration, for learning and discovering of new ways of doing things. So, we will invest some time and effort on these. Ogilvy

If our economic condition deteriorates, it will bring out the best (and the worst) in terms of our work, our people and our organizations. How things unfold would be very interesting to see. Big 2008 moves that will count in 2009 Early in 2008, we took in Peachy Pacquing to head our

Play in the wide open field that the new environment presents JOS ORTEGA Chief Executive Officer JWT Manila Pressure will continue to come from all fronts ─ media owners encroaching further into our creative space, media agencies entertaining thoughts of becoming full-service agencies, more small activation shops being launched by former creative hotshots and for multinationals, global contracts getting even tighter.


The way forward: 1. Consolidate the advertising agency’s resources. 2. Focus on the world-beating creative ideas that people will want to spend more time with. 3. Invest in training and development. 4. Play in the wide open field that the new environment presents. JWT Manila, through WPP Marketing, has recently launched Zzing! as an in-house advergaming unit. Two more specialist units will be launched this semester. 5. Have a truly intimate understanding of consumers during this extremely complex environment. january-february '09

2009 started with a great deal of negative sentiment on the world economy, and the Philippines was not spared. And we know that in times of economic crisis, advertising and media are usually very much affected. In spite of that we remain optimistic for Aegis media as we have always proven to be competitive in a tough environment. We have developed our specialist plus integrated approach to communications, and so we have a true specialist for every aspect of the media business. These diversified offerings e.g. digital, consulting is what will give us an edge over our competitors.

Planning Group. Her extensive creative and brand experience and a genuine interest in brand stories and strategies have enhanced our strategic capabilities. It is also worth mentioning that we won 15 new businesses in 2008, across various units. We have also completed our 360 brand stewardship offering with the inclusion of Ogilvy Action within our organization. Now, we have Advertising, Digital/ Interactive/CRM, Influencer Marketing, Trade Marketing & Activation, and Design, Merchandising and Print Production. Our tools and skills in the area of digital and online marketing are very advanced making Ogilvy One and Neo very much ahead of their competitors. We continue to evolve as an agency and a network and it is our hopes to continue to produce “great work that works” and be “the agency valued by those who value brands.”

We have always proven to be competitive in a tough environment.

COOKIE BARTOLOME General Manager Carat Philippines.

I am cautiously optimistic. The market won’t be immune from the global economic downturn, but I feel we will fare better than most. In 2009 we will continue to focus on what we do best, creating big integrated creative ideas that build our Client’s business. Creativity is the magic that moves markets, and in a downturn it becomes more

The economic landscape isn’t necessarily scary if you have the right map.

important than ever. We can help our Clients navigate the effects of the global economic crisis and ensure that they emerge better and stronger from the downturn than their competitors. In the last two years BBDO Proximity has won more recognition for the effectiveness of campaigns developed on behalf of our Clients than any other Agency in the market. We’ve proved that the best work does indeed work best and we will continue to focus on delivering strong ROI through great work for our Clients. The economic landscape isn’t necessarily scary if you have the right map. This quarter, there’s a couple of great new business opportunities that we are developing, I’m really looking forward to making some killer presentations that I hope will demonstrate to prospective Clients the power of the right Agency partner. We’ve also got some exciting work in development that I am looking forward to seeing deliver an impact for our Clients in the market, and of course I’m looking forward to the Kidlat Awards in Boracay. Big ‘08 moves that will count in 2009 In 2008 we further established

PAUL ROEBUCK Chief Executive Officer BBDO Guerrero our leadership credentials in the digital and mobile space through the team in Proximity. As we enter into 2009, we will continue to build on that leadership position and integrate our digital offering tightly into campaign development for our Clients. Our digital expertise not only ensures that we are relevant in the right channels to target consumers, but it also provides the basis for added measurability and accountability as well as creating potential for ongoing dialogue and engagement with a brand’s consumers. 2008 also saw us strengthen our creative line-up with Simon Welsh and Joel Limchoc taking leadership of the BBDO creative department; Dino Cabrera and Pia Roxas taking leadership of the Proximity creative department and halfway through 2008, Brandie Tan and Tin Sanchez coming back from Vietnam to join as Head of Art and Head of Copy respectively. Under David’s guidance we have the strongest creative department in the country, and it’s an honor to work with such a dedicated and focused team of people. With the right people, we deliver better ideas for our Clients, and in 2009 the BBDO Proximity mantra of ‘In the absence of great work, nothing else matters’ is more relevant than ever before.

Clients find new marketing opportunities during an economic slowdown, and they have become brave enough to fight it out We're one with the financial and economic outlook, which is that of optimism with caution. It seems that many experts and analysts agree that the Philippines will not be as badly hit as others and if they are right, the second semester will see an improvement in inflation rates to levels similar to 2007. The BSP remains confident about dollar remittances from OFWs which means consumer spending may not suffer tremendously, which is a point for advertising. FINANCIAL PRUDENCE is the operative phrase for the first quarter. As we ride out the turbulence, I don¹t think we should necessarily hold back. Instead we have to be more deliberate in our business decisions. We should not lose the long-term view. The accounts that we won in 08 and the organic growth of our existing accounts will definitely help us in 2009. But NANDY VILLAR because Clients are President feeling the crunch too, McCann Worldgroup then they expect the Agency to ride it out with them. The good news is many Clients find new marketing opportunities during an economic slowdown and they have become brave enough to fight it out in the marketplace and not give in to its pressures. Many do not subscribe to the old view holding back advertising spending during tough times.

It is less about cost savings but more about a way for our clients to rise from the TV clutter and to make our client’s brands more engaging in the digital space.

D’ARTAGNAN ‘BUNNY’ AGUILAR General Manager Mindshare

I’d say that the outlook for 2009 is still uncertain and both clients and agencies are being cautious about investing, with the current global financial crisis. This is because we still don’t know how the global crisis will impact us locally and when. On the bright side, we are looking for better partnerships with media vendors that will translate to equitable deals because we all recognize that we need to work together to tide us over this. For Mindshare, our global restructure will finally become a reality in terms of operations by Q2 of this year, which will make us not only media but also marketing consultants of our clients. Do you foresee taking on more creative duties (ie, those previously done by

creative agencies) as clients perceive this as a cost-saving measure? In the area of branded and digital content development, yes. From a Media standpoint, it is less about cost savings but more about a way for our clients to rise from the TV clutter and to make our client’s brands more engaging in the digital space, especially if digital is a medium that’s being consumed heavily by the target audience. New biz wins Natasha Beauty

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The R Word we can start planning the best way to stretch their monies forward to our clients finally revealing how much they intend to spend for the year. Once we know, we can start planning the best way to stretch their monies.

MITOS BORROMEO Chief Executive Officer Group M I am “cautiously optimistic.” We have a roster of clients who believe in advertising even during an economic downturn. However, I think most advertisers will be cutting their advertising budgets to make way for consumer promotions and more price-offs, but new opportunities can also arise. For example, there could be more activation projects, possibly more experimentation with digital, and more out of home advertising. How to cope with the scary economic landscape? Go to the gym more often to relieve some of the stress! At work, we intend to be vigilant about spotting opportunities. In the first quarter, I am: looking

Big 2008 moves that will count in 2009 For Mindshare, we have started the first phase of an agency restructure that all offices in the world are also implementing. We move into our second phase by midyear. The restructure will differentiate Mindshare from the other media agencies. For Maxus, appointing Onel Querijero as G.M. early last year and for MediaEdge, appointing Achie Francia-Munar as MD, is now beginning to show the benefits. Both agencies are pumped up and ready to make their presence even more apparent in the industry. For MediaCom, they will now reap the benefits after the hiring of Gladys Basinillo, business director, from another agency and the subsequent following of her clients from her old agency to Mediacom. The tandem of Nap Carrao and Pico Roberto will also put the agency in good hands when Boy Pangilinan opts to take his retirement full time this year. Do you foresee taking on more creative duties (ie, those previously done by creative agencies) as clients perceive this as a cost-saving measure? Our agencies are already doing some of the work that creative agencies should be doing. But we will consciously only do work that the creative agencies cannot or will not handle. As much as possible, we don’t want to directly compete with the creative agencies we work with, as we see them as our partners.

We will continue building on the momentum started last year in building partnerships, fostering better relations with the other members of the ad industry. both creatives and media. Creative shops will have to produce more hard-working ads, while there may CHARMAINE CANILLAS be some shift in President the utilization of Phil. Association of National media. The United Advertisers (PANA) States is still the Both marketers and single biggest consumers are cautious. player in world economy. Economists forecast reduced The first 100 days of its new consumption and spending. administration will spell the Since you cannot spend more difference for the rest of the than what you’re earning, world. marketers will definitely be [In 2009, PANA] will continue more mindful about where to tackling issues that impact put their money.  Consumers, on attaining marketing meanwhile, will require effectiveness in our General more convincing before Membership Meetings. To they part with their limited this end, we will also be resources.  Efficiencies will closely aligned with the World come into play – in terms of Federation of Advertisers


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so that the membership has easy access to best practices affecting their industries. We will also actively promote value formation through PANATA, a new program that recognizes our members’ initiatives towards this goal. We realize the impact ads have on the consumer and the great responsibility that goes with it, thus the PANATA incentive. We will continue building on the momentum started last year in building partnerships, fostering better relations with the other members of the ad industry. Our members have signified interest in playing a more active role in issues that affect them. We will harness the collective expertise to bring about improvements in the industry.

CHIQUI LARA President/CEO Y&R Philippines We all hear and read the sordid predictions for 2009. We take it as part of our reality. But true to our positive take on things, we would like to summon our collective energy to use this so-called “scary” scenario to make 2009 a truly remarkable year for Y&R. How will we do it? We will focus and further hone the skills that we have been employing these past 5 years ─ attack each challenge from a wholistic standpoint while acutely being sensitive to the critical triggers that hit the mark. The energy All these gloom and the excitement is quite and doom here. forecasts seem palpable All these gloom to have ignited and doom foreseem to so much more casts have ignited so passion among much more passion among us. us. We look forward to a hectic first quarter, given major product launches from key clients and working on our first campaigns for our new set of clients. Big 2008 moves that will prepare us for 2009 [Last year] our interactive team went full blast under the stewardship of our Chief Creative Officer, Leigh Reyes. She epitomizes the creative leader we all wish we could be; as she skillfully navigates the fields of conceptualization, execution and now, technology. And so effortlessly, at that. Leigh is very ably assisted by Chette Soriano, our Digital Director, one of the most respected names in the Interactive sphere. We have created wholistic teams equipped with above-the-line and engagement specialists. This will ensure that we are able to provide clients with integrated solutions to their concerns. These, we believe, will allow us to tackle the opportunities and challenges of 2009. Of course, our secret ingredients are our positive minds and hearts and gazillion tons of energy. New biz wins in late ‘08 Ayala Greenfield Estates, Montecito, Cebuana Lhuillier

The R Word As we track new business wins and losses in the Philippines and across Asia Pacific, it’s been a year of some big account shifts and some consolidation. We’re starting to see some major trends now. Media matters

Whilst we all focus on the creative output of communications, it’s the media agency scene where the largest chunks of business are changing hands. From Coca-Cola’s move to Starcom in the Philippines, to tech giants Intel and Dell’s global moves, there’s an increasing shift to longer term media contracts. It’s a major challenge for creative agencies, as clients become more and more promiscuous while maintaining more strategic relations with their media agencies. One corollary to this, ironically, is the world’s most successful marketers: P&G, Unilever, JNJ and a handful of others, who have done so pretty much through 50+ year relationships.

process for all, as their Asia Pacific relationship was positive, but the path to centralization was clear. VISA joined a long list, including big names like Intel, Sony Ericsson, Unilever and HP, who changed global partners in 2008. With continued pressure through the downturn, this trend can only increasing.

The path to globalization Although we measure wins at every level, it was the global wins that drove most of the major realignments for 2008. We were involved in the global VISA review, so we’re familiar with the constant demands of marketers to drive cost efficiency and effectiveness through scale. This was a tough

The drive for creative In our past research in the Philippines, and our analysis of local and regional wins, it’s clear that creative is still king. Marketers


by Greg Paul

Yet , the role of localization – in some cases Despite this global push, we saw more marketers in 2008 make an exception for China. Ten years ago, companies broke global

In our past research in the Philippines, and our analysis of local and regional wins, it’s clear that creative is still king. New models emerge When Dell reviewed their global business this year, they leant on holding companies to create new models. The newly formed ‘Enfatico’ merged all disciplines under one roof , a ‘Back to the Future’ approach to the agency model. But Enfatico did a lot more than this, because Dell and their agencies are one of the few to put sales delivery front and center of the relationship. The agency played and continue to play an important role in setting sales targets. Dell is also one of the region’s first marketers to hold media vendors to their own sales results – clearly a trend for the future.

combined they command less than 30% of the market – so the chemistry fit and flexibility varies significantly across the board.

alignment for Japan – given the strength of local agencies there. Now, the clarion call is to find the best possible local talent for China, a market too important to compromise on. While all the multinationals are present there,

generally felt that agencies were too focused on winning awards and not on building business. In our research in other markets, creativity comes through as the number one issue in agency selection, but we still see a big gap in a mutually aligned definition. Without this kind of alignment, the sides will never meet on the right points, never inspire and innovate the other to greater success. Some ideas for 2009 There are plenty of measures of creative success – from LINK tests, to Brand Health Studies and frankly, all the way to sales. These need to be individually discussed and aligned in advance between a client and their agency – and then incentives put in place if they reach it. Next, an agency needs to close the ‘creative gap’ - your typical creative person spends 20% of their time watching Cannes and AdFest reels, soaking in the most dramatic work in the world. His/her client


service partWe hope ner might that all take spend 5% of heed and their time doing this. And prepare meantime, themselves the client will spend anyfor a where from tough year zero to 1% on this. So the ahead.

three are all talking different languages when they meet for a creative discussion. In a recent pitch , our client mentioned they wanted ‘the most creative agency in the world in our category.” So we pinned them down for a night to look at 40 ads from around the world – and none of them internally could even agree what represented the best work. This type of alignment will save a lot of creative tantrums down the track. The last year has been exceptional ─ with the Olympics, the economic downturn, and constant pressure on ROI changing the mindset of some marketers. It’s clear through this process only the best prepared marketers and agencies will survive. We hope that all take heed and prepare themselves for a tough year ahead.

GREG PAUL is a principal of R3, a marketing efficiency and agency compensation consultancy with five offices in Asia. For more on these and other tables, please refer to page 58 and 90.

LOSING AGENCY MPG incumbent STARCOM UM CARAT incumbent CARAT DRAFTFCB local agency local agency



newbiz/pitches Knorr realigned to Lowe

Lowe Manila wins from the realignment of Unilever’s Knorr business in Southeast Asia, effective first quarter 2009. Having taken a damagingly large chunk of work away to Singapore, Unilever has given some back. The total alignment is estimated at $149 million, and includes Western Europe, Central Eastern Europe, Latin America, Greater China and South Asia. According to Lowe Manila head Mariles Gustilo, “The Knorr pitch was led out of our London headquarters, ably assisted by our offices in Germany, Argentina, Spain & South Africa. The account will be coordinated out of Lowe London, with creative hubs leading the work in each region.” The Southeast Asia hub will be Singapore; the client in the Philippines is Mr. Benjie Yap, Managing Director of Unilever Foods. Also according to Gustilo, new staffing will wait until the scope of work from the new business becomes clearer. In a memo to staff, JWT Worldwide Chairman & CEO Bob Jeffrey noted that, "When JWT acquired Knorr in 2001 it was a brand in decline that had a diverse collection of companies with diverse local marketing and communications. Seven years later Knorr was rated by Millward Brown as Unilever's strongest global brand, according to their Global Power Scale, with a score of 47 on a scale of 1-50."

Carat wins planning, buying for Honda Motorcycles

Effectiveness and Creativity

Can You Really Have the Best of Both? by Gavin Macdonald When the poor Victorian curate (a kind of priest) was asked whether he was enjoying his dinner he is said to have politely replied that his egg was “very good in parts”. So the expression a ‘curate’s egg’ came to meant something that is partly good and partly bad – but as a result is entirely spoiled. Notwithstanding the fact that, on my last visit to the Philippines, I was encouraged to eat a local shelled delicacy that was half-feather and halfbeak, an egg that is only halfgood isn’t very palatable at all. So too with effectiveness and creativity, those twin peaks that we sherpas of advertising are always striving to conquer. Most agencies will argue that you can have both, and that they, alone amongst their competitors, are superbly and conveniently equipped to provide it. But in reality – beyond a few hand-picked case histories - their practice falls short of the claim.

Media independent Carat Philippines, part of the Aegis media network, has been formally assigned planning and buying for Honda Motorcycles, according to GM Cookie Bartolome.

Y&R wins Cebuana Lhuillier, related business

P. J. Lhuillier, a corporate group known for its nationwide network of pawnshops, awarded a group of accounts to Y&R in January, after a pitch vs. incumbent Publicis, DM9, Lowe and Crush. The brand officially pitched was money-wiring service Cebuana Lhuillier Pera Padala. However, after the pitch Y&R was also awarded the group’s pawnshop, insurance and corporate accounts, Just Jewels and Le Soleil de Boracay. Y&R Phils. Cebuana Lhullier Pitch Team: (top) Derrick Periodico, Adrian Quintana, Kayen Zialcita, (seated) Chiqui Luzurraga, Leigh Reyes, Maya Ambalada-Roldan (bottom) Joel Macaventa


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You can have hard-nosed and hard-working marketing communications, or you can have eye-catching work that arrests the attention of the public (not to mention awards juries) but the efficacy of which is open to question. Can you really have both? Some clients still wonder if the question is even worth asking. If it works, why should I actually care how ‘good’, or creative, the advertising might be? Isn’t creativity a luxury that, especially in a recessionary climate, we can ill afford? The answer is that superior

creativity isn’t ultimately about engagement alone. In fact there is a large, and increasingly incontestable, body of work to suggest that creativity is not merely a ‘nice-to-have’ but is the driving force that sets the real effectiveness of your communications – in terms of sales, and hence in terms of driving the business – ahead of competitors. In fact some tests conclude that when all else

tips that can move you closer to the ideal of buying work that is both truly effective and creative. I would sum this up as ‘tough love’ – be tougher on

if we don’t put the right stuff in, we don’t always get the right stuff out. is equal (price, distribution, etc), great creative work can sell twenty times more than average work. But there is some truth in the adage that clients get the advertising they deserve, and many deny themselves the opportunity for the most productive creative / strategic synergies by getting simple things wrong at the start of the process. It is important to set not only ‘soft’ objectives (such as awareness and image shifts) for campaigns, but also hard objectives, in terms of behavioral or business results, or (hardest of all!) profits. Being vague in the briefing is likely only to confuse and depress your agency – being precise about what you expect them to achieve can inspire them. Contrary to the cliché, it’s not all about ‘gongs’ – any respectable creative people will really want to know what ‘real world’ measures of success they are being asked to aim for. And if we don’t put the right stuff in, we don’t always get the right stuff out. While hardly absolving agencies of blame here, many clients are not as good as they should be at knowing how to buy work well. I sympathise. Assessing and responding to creative ideas is one of the toughest things clients have to do. It involves skill, tact and judgment; it is neither art nor science, but (like so much to do with marketing) involves elements of both; it isn’t conventionally taught; and it should make you nervous – after all, your money is on the table! But there are a few

the work itself, but remember that the people who produced it are human. So come to the meeting with a smile on your face; judge the work against the brief, yes, but keep an open mind about creative solutions that go beyond your expectations; clearly separate the creative idea from the execution (and get the agency to articulate how they see the difference); and be tough on the work – if you need to ask the agency if it can do better, chances are it can. To judge from the recessionary tenor of the times, it feels like there is an increasing tendency to hold creativity to account – and rightly so. The danger is that it comes to be regarded as peripheral to our industry, an expensive and disposable luxury rather than the very heart of it. Awards juries have a part to play in persuading the skeptical, and, in the Philippines’ context, it is heartening to note that the 2009 awards committee are considering results as well as creativity to be a criterion in this year’s Advertising Congress Araw Awards. In David Ogilvy’s words, “great work that works” is an achievable goal – ‘good’ advertising doesn’t have to be ‘bad’ -- and we don’t have to go on eating those curate’s eggs. Gavin Macdonald is the Regional Planning Director of Ogilvy & Mather Advertising Asia Pacific and is based in Singapore

The R Word


What’s In Store For The Advertising Industry In The Philippines And Around The World In 2009 by Harry Mosquera illustrations by Jed-Angelo Segovia


009 promises to be a year of change. Yet, as the past eight years of Bush malignancy give way to an Obama optimism, one decidedly Clintonesque issue hangs over the minds the people from New York to Dubai. Unless you have been insulated from all manner of mass media in the past few months, “It’s the economy, stupid!,” all over again. Thanks to globalization and untrammeled American greed, the economy weighs heavily in the minds of advertising and marketing practitioners all over the world. Since the spectacular collapse of blue-chip Wall Street investment banks last year due to a severe credit crisis primarily of their own making, the global economy has been in a slow-motion free-fall despite a series of rescue measures prepared by the United States,

Expensive new media is expected to take the back seat to value-laden tried-and-true channels. which, Newsweek estimates as of December 2008, will exceed three trillion dollars. And there is no assurance that such enormous amount of government deficit

spending will keep the global economy from collapsing. In the process, the United States, purveyor of free markets, has taken to propping up capitalist icons like AIG, Citibank and General Motors. The effects of the economic meltdown, however, have rippled around the world like a tsunami, from the bankruptcy of Iceland’s financial system to the suicides of billionaire investors on three countries to the departing contract workers in the Middle East. Storm Clouds Ahead For Global Advertising In the advertising world, website Brand Republic reports that the giant advertising holding company WPP Group will by cutting thousands of jobs in Europe and America. It is an expected move. In a survey by the respected research group Andersen Analytics among top American marketing executives, more than 50% of respondents said their budgets will be cut in 2009; 44% said that they will be reducing their workforces, or, at best, freeze hiring. In the case of WPP, variable staff costs account for 7.4% of revenues, so cutting back employees is the right business decision to effectively protect profit margins. Supposedly, WPP companies are expected to issue pink slips where staff costs go over 60% of revenue. As early as November 2008, also reports that the advertising industry outlook is pessimistic: from the

New York Times and network television to magazines, online displays, social sites and mobile networks. The negative prognosis has sufficiently alarmed the American Press Institute, which organized a high-level conference last November to discuss the decline in revenue, profit and shareholder value that media companies face.

The economic policies pursued by the Arroyo Administration have kept the Philippines’ economic fundamentals strong. Additionally, Marketing VOX and Reuters report that based on industry forecasts from 50 countries, global ad spend will decline, with the U.S. and other highly developed countries (primarily the United Kingdom and Japan) dragging the trend downwards. Though a collapse of the advertising industry is not expected in 2009, weaknesses are already evident in the automotive and financial service sectors. An indepth study from international banking giant Credit Suisse even predicts that the slowdown in global advertising spending will extend until 2010.

Multinational Agencies WellPlaced To Weather Storm The global recession will mean cautious spending in almost all industries. In the same study, Credit Suisse tracked global advertising vis-à-vis GDP growth since the 1950’s, and confirmed a direct correlation between the two. When the economy is bad, advertisers almost reflexively scrutinize every expense. For 2009, expensive new media is expected to take the back seat to value-laden triedand-true channels. Experts also expect brands that were strong enough to raise prices when commodities like oil spiked in 2008 to do well, since economic downturns are a strategic opportunity to build share at bargain prices. Credit Suisse estimates that developing markets will contribute 50% of global advertising growth in 2009 and 2010. In the bank’s assessment, multinational agencies will continue to be good investments for two reasons: (a) their presence in emerging markets allow them to benefit from the strengths in those areas; and (b) their media neutrality protects them from audience fragmentation and shifts in market share that affect traditional media outfits. The Philippines: A Relatively Safe Haven Surprisingly, the forecast for the Philippine economy is brighter. Perhaps due to the backwardness – or conservatism – of the local banking system, the Philippine january-february '09


newbiz/pitches Publicis wins Carrefour Global Account

Supermarket giant Carrefour’s account, worth $1 billion globally, was awarded to the Publicis Groupe without a pitch. It was reported that Publicis Chairman Maurice Levy presented to the client and was handed the business. The account was previously handled by Havas Euro RSCG network. Media remains at Havas media.

Lance Armstrong Foundation Selects Ogilvy PR

Ogilvy Public Relations Worldwide will be the global communications partner in a fight against cancer lead by The Lance Armstrong Foundation. The campaign will be in support of the LIVESTRONG campaign around the world.

Anheuser Busch-InBev China Appoints TBWA as Agency of Record

Hong Kong— Anheuser Busch-InBev China, the leading global brewer and one of the world’s top five consumer products companies, has appointed TBWA\China as agency of record after a mid December 2008 pitch. TBWA\ China will take on Chinese regional brands Double Deer, KK, and Red Rock, for through-the-line advertising and activationbased work. “TBWA has impressed us with their passion and guts to push for big ideas. It has been more than a TV ad execution.” said Rex Wong, VP of Marketing, AB-InBev.

Zenith Media Keeps China Mobile

China Mobile has retained Publicis Groupe's Zenith Media for media chores its estimated $100 million account following a review. China Mobile is among the country’s largest ad accounts for the past eight years. According to Zenith, other contenders were WPP's Mindshare, Aegis' Carat and IPG's Universal McCann.

economy’s exposure to the sophisticated financial instruments that caused havoc in the U.S. financial system has been negligible. The economic policies pursued by the Arroyo Administration have kept the Philippines’ economic fundamentals strong. Inflation is under control. The country’s gross international reserves are up. GDP growth for 2008, though downgraded, is a respectable 4.7% despite the global macroeconomic turmoil, and is expected to continue to be positive in 2009.

He expects a neutral scenario for the manufacturing and business service (which includes advertising) sectors. The most positive forecasts are for agriculture, real estate and tourism. The Asian Development Bank also reports that the environment for exports and international investment has weakened. One of the key drivers in Philippine growth that bears monitoring is remittances by Overseas Filipino Workers (OFW’s), as these have a direct impact in consumer spending. These remittance inflows reached US$16.6-B in 2008 and can slow down if labor markets that employ Filipinos continue to weaken. According to the Philippine Overseas Employment Agency, majority of OFW remittances come from the U.S., Canada, the United Kingdom, Italy, Saudi Arabia, the United Arab Emirates, Japan, Singapore and Hong Kong.

This is not to say that Filipinos are completely safe. Dr. Cielito Habito, one of the country’s most respected economists and a former national socioeconomic planning secretary, identified in a recent Ateneo Economic Forum that there will be a slowdown in the automotive, consumer durable, electronic, apparel, recreation, finance (including banks and insurance), power and transport industries.

Trends To Look Out For What then, should marketing and advertising practitioners be on the look out for in the New Year? Depending on one’s biases and point of view, 2009 will either be the year that ushers in a 1930’s style Depression, or one that offers the promise of better times. opines that 2009 will be a test year for the branding concept as a whole.

truth in advertising Every year we see them: the new girls. Fresh of face and supple of waist, willing, willowy and all too interchangeable. Which must be the appeal of Cherry Chapstick, whose defiantly swerv y curves set her apart from the get-go. Cherry has recently been seen a lot with her ex-boss: a hot CD in many senses of the word, once catnip to the girls but now Very Much Married. Luscious girl, older boss ─ yawn. A bit shopworn for two Creatives, isn't it? Except that Cherry Chapstick is supposed to be gay. What gives? Is she just varying her flavors? Either way, it looks like VMM has moved on from the easy pickings and is relishing a new challenge. They don’t call our work the art of persuasion for nothing.

TBWA\India gets rolling with Nissan

Mumbai— TBWA\India announced that Nissan Motors India Pvt. Ltd (NMIPL) and Hover Automotive India (HAI), Nissan’s marketing and sales arm in India, has appointed the agency for their entire range of Nissan passenger vehicles in India, including the X Trail and Teana vehicles. Announcing the decision, Mr. K Tokuyama, Managing Director & COO of NMIPL said “Nissan has aggressive plans for the Indian market and we were looking for a communication partner who could help us build our brands creatively and effectively.”


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This is because during an economic crunch, consumers tend to become more price conscious and less brand conscious. Will the “brand” be enough for consumers to spend more for a perceived “value”? To address this strategic concern, Procter & Gamble chief executive officer A.G. Lafley has been quoted in the online brand magazine saying that in 2009, their focus will be maintaining a share of voice in their markets. Keenly aware of the challenge posed by economic realities, Kimberly-Clark’s chief marketing officer Tony Palmer also stresses the importance of balancing brand equity and consumer needs during recessionary times. “You can have a value proposition that accentuates good value, but don’t want to walk away from the core proposition of the brand,” he says. “That’s the only thing you have to protect yourself.” In an industry overview released in the U.S. last December, leading research company Nielsen reports when the times get tough, the tough go back to the basics. Of course, consumers in different markets react differently. But there are a few general observations gathered by Nielsen and other research organizations that may provide valuable insight and guidance regarding

Illustrated by Jed-Angelo Segovia

Heard any good tsismis lately? Want to start some? Send it to:

The R Word expenses by scrutinizing spending and emphasizing savings. For outfits like MediaVest and Zenith Optimedia, 2009 is not a year for testing; clients will want to stick to areas that are tried and true. 6. Home cooking will make a big comeback among families. With less money to spend, consumers will be spending more time at home. Plus the motivation to stretch the family budget will mean less meals out.

the directions that marketing and advertising practitioners may take in the year ahead. Among them: 1. Consumers are now buying more into products and services with a rational benefit. Nielsen sees the return of the sensible consumer, with the consumer prioritizing his needs. 2. Consumers will pursue costcutting strategies. With money tight, consumers will make tough choices, plan expenses, and curb impulse buying. 3. Marketers will take a back-tobasic approach in their strategies during these difficult times. In

a study undertaken by Andersen Analytics, the marketing concepts ranked as most important by respondents – and more likely to be applied in their own work environments – are customer satisfaction, customer retention, marketing return-on-investment and brand loyalty. 4. Cash will be king. With the credit crunch tightening cash flows, companies will be looking mainly to keep comfortable liquidity levels for operational flexibility. 5. Advertising spending will be tight. As companies look for growth and stability in a declining market, they will seek to control

7. There will be less premium product introductions in the market. Prestige to consumers will not be driven by price, as consumers will be looking for more value in every purchase. 8. Companies will work hard to innovate on their existing brands. Reinventing an existing brand is a low-risk strategy compared to introducing a new one into an uncertain economic environment. 9. Mobile marketing will grow. Consumers of all ages will be checking out opportunities for search and mobile marketing. From text messaging to Internet and video services now being made available on mobile phones, the mobile consumer experience is broadening its appeal. 10. In highly developed countries, the Internet will be the only signif-

icant growth area. With consumers staying home, online activities will grow as more time is spent on blogs, e-commerce sites and videos. Nielsen expects this trend to continue with newer in-home entertainment options like video vending. Taking The Bull By The Horns Interestingly, 2009 in Chinese astrology is the Year of the Earth Ox. An auspicious sign, the Ox is expected to horn in an exciting year full of growth and stability. Though easily dismissed as ancient superstition, this optimism seems to be reflected by most consumers in developing countries, as results in a consumer confidence survey undertaken by the Neilsen Company in 52 countries worldwide show. Contrary to the Cassandra chorus in the highly-developed West, consumers in the fastestgrowing emerging economies like India, Vietnam, China and Russia believe that the current financial turbulence will be short-lived. Bucking the trend, seven markets have even seen their consumer confidence index go up since May 2008: Brazil, China, Hungary, New Zealand, South Africa, Thailand and the Philippines. For enterprising marketers in these countries, this is something to be bullish about.

Lowe spins off Design, beefs up Digital After both winning and losing from client consolidations in 2008, Lowe Philippines is spinning off Design and investing in digital capability. According to agency head Mariles Gustilo, "After doing such notable projects as Red Ribbon's new store in 2007 and the makeover of BPI's corporate brand identity in 2008, it was clear our design team was ready to take on bigger challenges. As for Digital, we knew it was imperative that we be in that space. It was just a matter of the right time and the right person." Both Red Ribbon and BPI are large local brands. Lowe's design team is led by multi-awarded art

After doing such notable projects as Red Ribbon's new store in 2007 and the makeover of BPI's corporate brand identity in 2008, it was clear our design team was ready to take on bigger challenges. director Mario Serrano. Serrano began his stellar career with Basic-FCB, where he rose to Creative Director and did regional work that took him to Hong Kong, Singapore and Sydney. He also had a year-long stint with O&M in Kuwait. In 2003 he moved to the US where he embarked on a new career as visual artist and landscape designer. He joined Lowe in 2007 as Head of Art.

Heading the Digital team is former JWT Design head Dindo Magallanes. A graduate of the Ateneo & New York's Cooper Union, Magallanes has over 15 years experience, dating back to the pioneering days of interactive work. Prior to his last job at JWT, he held a host of positions in the field, including working as a Digital Creative Director in Hong Kong and New York.

Dindo Magallanes

Mario Serrano

january-february '09


Farewell Sadly, The Doctor is Out

“Mr. Bling,” resplendent as ever even in his wheelchair

Ceferino ‘Nonie’ Santos Azarcon, PhD When friends depart, the shared memories of those left behind constitute their legacy. Stronger than portraits on walls, frames on the mantel or images on Facebook are the deeds by which someone is remembered. When friends woke to a new day on the 19th of November, 2008 they would soon learn that their friend Ceferino Santos Azarcon, PhD passed away in the early morning. Dr. Nonie would no longer be around. Azarcon’s name is synonymous with the institution he shaped: the Philippine Association of National Advertisers (PANA). During his 11-year term, he transformed PANA into what co-Director and confidante Susie Cruz describes as ‘glitz and glitter’. “Life was a party to him! All fun and pakulo (gimmickry),” Cruz confides. Yet much of the gaiety reaped serious benefits for PANA. However, marketing was not an obvious vocation with Azarcon. The third of eight siblings, Azarcon was extremely religious from youth, a sacristan (altar boy) who would do anything at the priests’ bidding. “We all thought he would become (a priest),” reveals his sister Suzie. In fact, his childhood best buddy—first cousin Oscar Azarcon Solis became the first Fil-Am Bishop of California. A graduate of Business


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Administration with a major in Marketing and Advertising from the University of the East, Nonie’s love of education earned him a Doctorate. Returning to his hometown of San Jose, Nueva Ecija, Azarcon became a high school teacher, later relocating to Cabanatuan City to teach at what was then Araullo College. In the 1980s, Azarcon joined Avellana & Associates and was assigned to sister company Mark Advertising. From there he moved to marketing at the Philippine Village Hotel Group. Azarcon began practicing what he had trained for in University, and was ready to make his mark. And it would come through orange juice. Sugarland Intl. was bought by Philippine Beverage Partners Inc. (PhilBev), a subsidiary of Southeast Asia food and beverage conglomerate, San Miguel Corporation. Sugarland’s star was Eight o’clock Orange Juice. Due to Azarcon’s marketing prowess, Eight o’clock came out of nowhere to go neck-to-neck with market leader Tang. This feat made him a target of Magnolia Corporation’s piracy. While at Magnolia, Azarcon became its representative to PANA in 1994. Having been appointed Acting-Executive Director by the Board, Azarcon ultimately took the position full-time upon his retirement from Magnolia. As PANA Executive Director,

Azarcon’s relentless fun fund-raising efforts benefited the Association not just with the precious camaraderie it engendered, but also with the means by which to transfer operations to two, bigger and better locations. PANA was hitting the big time. Meanwhile, his Maharlikang Pilipino, co-founded with Greg Palacio in 1992 to discover talents in entertainment, modeling, and acting, was beginning to reap its own rewards. The combination of his efforts for both entities enabled Azarcon to broaden his network. Soon, PANA events were celebrity favorites that attracted extensive media coverage and influential VIP guest-speakers. He would even return to his early love of education. When De La Salle University opened its technicallyoriented College of St. Benilde, Azarcon signed up to join its fledgling faculty. Sadly, in 2004 Azarcon’s failing health would lead to his retirement, leaving PANA robust in many ways. In a 2005 tribute ─ hosted by no less than top news personalities Mel Tiangco and Mike Enriquez ─ advertising and marketing veterans, media personalities and showbiz bigwigs trooped to the event. Diabetes and its complications could not take the joie de vivre from the man Philippine advertisers respected and revered.

Farewell The Wizard of ASAP

Khalil "Afif" Ortiz Khodr, Jr. At the year end of 2008, theAdvertising Suppliers Association of the Phils. (ASAP), and the Advertising Board of the Philippines (AdBoard) lost one of its most ardent members. The man whose own generosity rallied the industry to raise funds for his medical expenses, Afif, was gone. Afif to those who knew him finally succumbed to the complications of a long, weary battle with kidney failure. Born in Manila to a Lebanese-naturalized Filipino father and a Filipino mother, Khalil Ortiz Khodr Jr. spent his first 14 years here, educated by the Ateneo de Manila. In 1964, he moved to Beirut to study Business at the American University. Returning in 1968, he entered the University of Sto. Tomas and graduated with a BS in Electrical Engineering, then finished Industrial Engineering at Adamson on a special three-year program. Afif would later put his multiple courses to good use, creating the first light-sound spectacles seen in the Philippines. A techie before the word was even thought of, Afif was keen on western special effects technology as early as the mid1970s. His interest soon became a passion, and Afif trotted the globe attending specialized seminars for events wizardry. Fully aware of the limitations of a fledgling economy, Afif in the early 1980s devised a homemade laser-lights-plus-fogmachine ensemble that kept smoke to a desired level and length of time. (Characteristically, Afif shared his creation with the industry rather than patenting it.) In a way that is hard to imagine in this internet age, such gadgetry and gimmicks were

utterly unheard of in the local scene. Yet Afif was known not only for his expertise, but for his eagerness to share it. Afif never begrudged anyone, industry practitioner or client, the means to the technology. On one occasion, he gave his surplus prefab balloons after an event to Philip Santos. Rent from those surplus balloons gave the enterprising Santos his initial funding to start his company Forsc Ink Inc., now a giant in lights and equipment rental. And while he paved the way for many a colleague, Afif’s techno-transfer exceeded the boundaries of the industry. He took precious time out to lecture at the Assumption College, and regularly ran seminars and conferences to spread the wealth of information. His tireless work with ASAP also led to several terms as a director of Adboard. Through his company Sell Co/Son et Lumiere, Afif traveled the country to design, fabricate and install the hubs of countless clubs and discos, theater, stage and concert shows; the special light effects of high-end establishments like hotels, malls and multinational corporate offices. Afif was in every project from scratch to its unveiling, regularly overseeing its maintenance. Beyond his earnest career and business pursuits, Afif was simply a lovable, caring human being. Openhearted to a fault, he was always present to offer support despite being in dire straits himself ─ a feat nobody will easily forget. Afif will be truly missed.

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Media Agency of the Year

O&M, BBDO Proximity, OMD

top Agency of the Year Awards

Network of the Year - O&M

The Agency of the Year awards, organized by Hong Kongbased regional advertising and marketing trade magazine Media, was held at the very new 6-star St. Regis Hotel on Orchard Road. Organizers Tim Waldron of Haymarket and Atifa HargraveSilk, Editor-in-Chief of Media decided to test Singapore as the new venue for the coveted awards show whose home has been at Hong Kong’s Hyatt Hotel. Doubt no more, the black-tie evening was full to capacity. A good dipstick for Haymarket’s inaugural Cannes-supported Spikes Asia, set for Singapore in September 2009 (Bali hosted the Media Spikes for about 3 years). The 2008 Asia-Pacific Agency of the Year winners were led by Ogilvy & Mather, who won the plum Network of the Year award for the third year in a row. Network of the Year award is given to the agency network that tallies the


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most number of awards at the show. Tim Isaac, Chairman, O&M Asia Pacific said, “2008 saw us further cement our position in Asia as a dominant regional player with real breadth of service offer. As well as further investments in digital, activation, direct and public relations, Ogilvy continued to expand its geographical footprint - with moves into Pakistan and Bangladesh.” The network went on to collect six other wins that evening, which included OgilvyOne Asia Pacific being named Digital Agency of the Year; Ogilvy Singapore as South East Asia Agency of the Year; Miles Young as Regional Agency Head of the Year (see adobo magazine, December 2008 issue) and Kunal Jeswani as Business Development Person of the Year. Another sought-after award, Creative Agency of the Year, was handed to BBDO Proximity Asia led by an elated Chris Thomas.

Other contenders were JWT, McCann, Ogilvy & Mather and TBWA. Worldwide BBDO has topped the Gunn Report three years in a row as the most awarded creative network in the world. It is no surprise that five markets in Asia contributed to its creative

awards, Chris Thomas said, "It is always flattering and appreciated to be recognized by the client community for performance ─ but it is important not to be distracted by it. We need to deliver great work day in and day out that drives our client's business. In the end the consumer will be our own judge -- producing work that touches hearts and minds ad builds brands is an exciting challenge and a journey that is never complete." Omnicom’s lead media network, OMD Asia-Pacific was named the Media Agency of the Year with MediaCom, Mediaedge, Mindshare and ZenithOptimedia staying as finalists. Creative of the Year was jointly awarded to Andy Blood from TBWA New Zealand of the adidas “Be the Ball” fame and John Merrifield of TBWA Asia Pacific. Two-time finalist for the Creative of the Year, Philippine’s David Guerrero of BBDO competed for the title with Matt Eastwood of DDB Sydney and Agnello Dias of JWT India (behind the “Lead India” Times of India campaign). This is one year where the McCann network had strong presence at the awards aside from being Entertainment Sponsor (a McCann DJ held the music for the evening), with nine finalists and two wins. McCann Mumbai, headed by creative genius Prasoon Joshi, took Office of the Year for India and the Subcontinents, and McCann Healthcare won in the new category, Specialist Agency of the Year. For Philippine-based Emily Abrera, chairman of McCann Worldgroup Asia Pacific and McCann Asia Pacific Director Kevin Rampsey, it was a good night. Bartle Bogle Hegarty (BBH) Asia Pacific won the inaugural Independent Agency of the Year category with the two Hampartsoumian brothers visibly on stage. It was satisfying to see Thailand’s independent creative hotshop JEH United among the

Creative of the Year was jointly awarded to Andy Blood from TBWA New Zealand of the adidas “Be the Ball” fame and John Merrifield of TBWA Asia Pacific. Two-time finalist, the Philippine’s David Guerrero of BBDO, competed for the title together with Matt Eastwood of DDB Sydney and Agnello Dias of JWT India success, namely Japan, Malaysia, Thailand, The Philippines, and Singapore. Their BBDO/Proximity Shanghai office claimed the title of Office of the Year in North Asia. Commenting on BBDO's

finalists. Its founder Jureeporn Thaidumrong was at one time named Creative of the Year. DDB Australia and New Zealand’s Marty O’Halloran is National Agency Head of the Year and Leo Burnett Sydney took the

Creative Agency of the Year ▪ BBDO/Proximity Asia Media Agency of the Year ▪ OMD Asia-Pacific Network of the Year ▪ Ogilvy & Mather Digital Agency of the Year ▪ OgilvyOne Specialist Agency of the Year ▪ McCann Healthcare Worldwide Independent Agency of the Year ▪ BBH Asia Brand of the Year ▪ HSBC Client Marketer of the Year ▪ Li Ning (head of Li Ning sportswear, torchbearer at the Beijing Olympics) Agency Head (Regional) ▪ Miles Young, O&M Asia-Pacific Agency Head (National) ▪ Marty O’Halloran, DDB Australia/NZ Creative of the Year ▪ Andy Blood, TBWA/Whybin NZ; John Merrifield, TBWA/Asia-Pacific (joint) Media Planner/Buyer of the Year ▪ Anupama Biswas, GroupM India Business Devt. Person Kunal Jeswani, O&M Mumbai North Asia Office ▪ BBDO/Proximity Shanghai Southeast Asia Office ▪ O&M Singapore Australia & New Zealand Office ▪ Leo Burnett Sydney Indian Subcontinent Office ▪ McCann-Erickson Mumbai

Office of the Year title for Australia and New Zealand. Atifa Hargrave-Silk, editor of Media and this year’s competition jury chairman said, “The competition - which is now in its 15th year - was not only the biggest ever, but the most intense in its history. A judging panel made up of seven regional marketers and two senior members of Media’s

editorial team pored over 170 submissions - a 53% increase over last year - individually.” PriceWaterhouseCoopers (they also handle the Oscars) tabulated the scores of jury members represented by Santosh Desai, Managing director and CEO, Future Brands; Iris Wee, Head of marketing StarHub; Céline Del Genes, Head of

marketing, Reebok AsiaPacific; Kerri Hoyt Pack, Brand connections director, Nike China; Karen Wong, Director, global platforms, Coca-Cola Pacific; Rajiv Kapoor, Regional head of marketing Asia-Pacific, Visa Worldwide; Nicolas Zurstrassen, Director of digital marketing, Nike China; Atifa Hargrave-Silk, Editor-in-Chief, Media; and

David Tiltman, Managing Editor, Media. Aljazeera Network, a sponsor, graciously fielded their news anchor (UK-raised Filipina) Veronica Pedrosa as host for the evening’s proceedings. Winners and losers capped the night with champagne toasts at the St. Regis bar until it was difficult to tell who was footing the tab.

Andy Blood and John Merrifield

Creative Agency of the Year BBDO Proximity Singaporean greats Tay Guan Hin and Eugene Cheong

Tim Isaac of O&M with Arto of BBH

Sultry Emily Abrera with Vince Viola

january-february '09


regionalnewsbriefs Singapore Spikes (up) Asia

Seems someone’s singing Singapore’s name lately. The Citystate hosts Spikes Asia, the 1st Asian Advertising Festival from Jan. 1618, 2009. Spikes Asia is a joint venture between festival organizers International Advertising FestivalIAF (Cannes Lions, Dubai Lynx and Eurobest) and publishers Haymarket (Media and Campaign publishers). While this was announced before, the Singapore Tourism Board has now thrown its powerful machinery behind the new festival. Its Asian debut happens at Suntec City, where regional and global industry names will converge to inaugurate the festival. The Singapore Tourism Board sees the Spikes as an opportune moment to develop the creative and advertising industry in the region. “Hosting Spikes Asia will add a boost to Singapore’s drive to become a frontrunner in the region’s creative industries cluster,” remarked Aloysius Arlando, Assistant Chief Executive, Business Travel and MICE Group, Singapore Tourism Board, in a statement. Haymarket Media Managing Director, Tim Waldron believes the excitement of Spikes Asia will build in the next few months. “The level of support we are getting from the market indicates to us that the venue is right, the concept is right,” Waldron is quoted as saying. In the same statement, Cannes Lions Chairman Terry Savage expressed his delight “to have the long term support of the Singapore Tourism Board in staging this event in Singapore, which was chosen for its superb infrastructure, easy travel access and its commitment to support creativity.”

McCann Healthcare wins Specialist Agency of the Year at Asia AOY

At the recent MEDIA Agency of the Year Awards, McCann Healthcare was named Specialist Agency of the Year for Asia. The award recognizes a dazzling new business year the region, which led to growth of 45%. Successive wins included Pfizer in Australia, Nestle in the Philippines, Novartis and Banyy Merck in Japan, GlaxoSmithKline OTC and Wyeth in China, the Ministry of Health in Korea, and Allergan in Singapore. Just as impressive is the agency’s outstanding 85% client retention rate. “This award is among the best validation of the network’s strategic and creative pre-eminence in Asia and in the country as well. The whole of McCann Healthcare Philippines is in celebration; our efforts are credited as a notch above the industry’s standards. This recognition will only fuel our enthusiasm to uphold our commitment to quality healthcare communications,” says McCann Healthcare Philippines’ Managing Director, Philip Katipunan, of the win.


january-february '09

Saatchi, BBDO Proximity

big winners at Malaysia’s 2008 Kancil Awards

Jeep "Bushman & Eskimo", BBDO Proximity One of the most awarded campaigns in Kancil history, with 10 golds and a silver across various categories, including Best of Poster and Best of Print.

At Malaysia’s Kancil Awards night on Nov. 28th, an international panel of judges, many from independent agencies, awarded BBDO Proximity the 2008 Golden Kancil for its Anti-Drink & Drive Campaign, “Wheelchair”.

which spanned almost a month of events. With everything from student competitions to an international judges’ talk (balanced with a speaker series highlighting Malaysian creativity), the Kancils were comprehensive without being

Judging this year was extremely tough. But the standard of work has remained the high level that it has in the last few years. A small percentage of work was truly world-class HELP, "Wheelchair", BBDO Proximity Gold Kancil, co-winner Rebel Idea (Titanium Category) of 2008, Best in Innovative.

While BBDO Proximity won the most awards that night, it was Saatchi & Saatchi that was named Agency of the Year, based on total points at six international shows in addition to the Kancils. It was the second consecutive year that Saatchi received the honor. The awards night was only the culmination of this year’s 30th anniversary Kancils,

crammed, balancing local pride with international star power. Special mention among the events goes to Kyoorius Designyatra, which kicked off the Kancils on Nov. 13-14. The prestigious design conference based in Goa, India debuted in Kuala Lumpur this year, drawing big-ticket design gurus like Neville Brody and Vince Frost. The jury awarded more prizes this year, which suggests

rising creative standards across Malaysian advertising. A total of 22 gold, 46 silver, 52 bronze and 90 merit awards were given, to the Kancils’ top 30 agencies. “Judging this year was extremely tough. But the standard of work has remained the high level that it has in the last few years. A small percentage of work was truly world-class,” said Jury Chairman Ronald Ng, also Executive Creative Director of BBDO Proximity. Top performers included the campaigns shown here. Another highlight was independent shop Immerse Communications’ Volvo C30 campaign, which beat two other agencies to the Gold in internet and interactive media,. Y&R Malaysia’s popular Colgate 360 campaign “Brushing” won Best of Radio. The Young Creative Award went to BBDO Proximity’s Gary Lim and Willeon Leong. The Kancils were unanimously decided by the local and international jury. Reflecting the “Change the Game” theme, many of the judges were from independent agencies: Jon Dranger (farfar), Iain Tait (Poke), Flo Heiss (Dare), Sean Lam (Kinetic), Alex Burnard (Crispin Porter + Bogusky), Matty Burton (droga5), Thirasak Tanapatanakul (Creative Juice), Pann Lim (Kinetic), and Sonal Dabral (Bates), among others.

january-february '09


regionalnewsbriefs Mobile devices take centre stage in the lives of affluent Asians

Fifty six percent of wealthy Asians use their mobile devices every week to take pictures, while more than a quarter (31%) watched video clips through their mobile phones, Personal Digital Assistants (PDAs), BlackBerrys, smart phones and portable media players according to the 2008 PAX media survey results released by Synovate, a leading global market intelligence company. Exploring all things digital, the Synovate PAX study introduces Digital Life, a new initiative which tracks how elites move through their day, locations, activities as well as platforms used to access media in detail - enabling media owners and media specialists to have a truly cross-media perspective on the on-line and offline behaviour of their target groups. Synovate Research Director Clare Lui said, “Mobility has become the new creed of Asian elites and they are using the ‘third screen’ - screens on mobile phones, PDAs, MP4s and other personal portable devices for connectivity, information and entertainment,” she said. “Interestingly enough, Asian elites were also expressing themselves through their mobile devices by reading (8%) and writing (3%) moblogs while wealthy Koreans (20%), Malaysians (18%) and Thais (18%) enjoyed making video clips,” she added.

Mattel opens Barbie brand stores in Shanghai

TIME Magazine reports that as the US market slumps, toy maker Mattel will open the first Barbie concept stores in downtown Shanghai. Set to open March 6 is the world’s first House of Barbie: 8 stories, 38,000-sq.ft. (3,500 sq m) of pink, with a spa, and shops for makeup, accessories and Vera Wang couture. Girls can sketch their own Barbie clothing designs, walk a runway in Barbie clothing, and even stay on until one of the two restaurants becomes a bar with karaoke, a DJ and pink martinis. As one of the store’s managers said,"Barbies want to talk to Kens. You have to have a place for that."


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LongXi Awards 10 Years and Counting As an award for advertising innovation for Chinese creatives in the international community, the LongXi has gone a long way. A decade since it was founded by a quartet of Hong Kong’s top creatives, LongXi has bestowed awards on over 2,500 jury-selected works from the Chinese-speaking regions including China Mainland, Hong Kong, Taiwan, Singapore, Malaysia and North America. It boasts the honor of being the only Chinese language advertising award recognized by The Gunn Report and Shots: Grand Prix.

Undoubtedly, its mission to introduce Chinese language advertising to a wider audience has reaped its results. Chinese language advertising has gone global. However, in consideration of the Chinese dialects, Radio category entries are required translations into Mandarin. Aside from the LongXi Grand Awards, the organization includes LongXi Nova for young creatives, LongXi Catch for excellence in innovative media, and LongXi Design for graphic design. Ogilvy&Mather Taipei entered three single entries in different categories of its PXMart campaign: “Sanitary Napkin”, “Milk”, “Chewing Gum”. Although encouraged to enter the campaign as a series, O&M Taipei stuck to its original entries, and won a gold each in the Newspaper/Magazine Category. After a few twists of events with a happy ending, O&M Taipei went home merrier. Its campaign “Searching for Ex-lover”, already a gold winner in the TVC category, also won the Series Grand Prix LongXi.

Grand Prix of LongXi Grand Awards 2008 Ogilvy & Mather Taipei’s “Searching For Ex-lover” series.

Poster 3 Gold, 4 Silver, 12 Bronze and 10 Merit. Gold: Ogilvy & Mather Taipei “Sanitary Napkin” for PX-Mart Gold: Adidas Olympic campaign TBWA Shanghai

TVC Category 1 Gold, 9 Silver, 13 Bronze and 14 Merit. Gold: Ogilvy & Mather Taipei “Searching For Exlover” series Radio Category 1 Gold, 2 Silver, 4 Bronze and 7 Merit. Gold: Euro Hong Kong “Horse Race” Gambler’s Help Association. Outdoor 2 Gold, 3 Silver, 1 Bronze and 7 Merit. Gold: Adidas Olympic campaign single, TBWA Shanghai “Hu Jia” Gold: Adidas Olympic campaign series, TBWA Shanghai “Hu Jia”, “Sui Feifei”, “Zheng Zhi”.

Newspaper/Magazine Category 3 Gold, 8 Silver, 15 Bronze and 23 Merit. Gold: Ogilvy & Mather Taipei’s campaign for PXMart: “Sanitary Napkin”, “Milk”, “Chewing Gum” Gold: Adidas Olympic campaign TBWA Shanghai, series and single Craft (for Newspaper/Magazine, Poster and Outdoor) 4 Best works and 11 Nomination. Craft (for TVC/Radio) 4 Best works and 11 Nomination.

january-february '09


regionalnewsbriefs DDB New Zealand tops Rankings #










# 9


9 -9

The 6th annual Rankings, which rank the world’s top ad agencies, clients and TVC production companies according to the quality of their creative work during the last year, were released in January. DDB New Zealand was ranked the No. 1 agency in the world in 2008, followed by Colenso BBDO, Auckland, BBDO New York, Saatchi & Saatchi NZ, Neogama/BBH Sao Paulo and BBH London. MJZ was ranked No. 1 TVC production company, followed by Hungry Man and Sonny London, with Gorgeous and Rattling Stick equal 4th. Volkswagen was the No. 1 client in 2008, followed by Procter & Gamble, TVNZ, Amnesty International and Adidas. Asian places in the rankings include BBDO Bangkok (#12 agency), Saatchi & Saatchi Malaysia (#17). In the country rankings, Singapore came in at #11, Thailand at #12. Malaysia, Hong-kong, Indonesia and China were also in the rankings, ahead of the Philippines which tied for #20 with the United Arab Emirates (must be all those Pinoys in UAE ad agencies). Best Ads Rankings works this way: Every ad that makes it into the Week’s Best (TV, Press, Outdoor) and month’s best (Radio and Interactive) "around 1000 ads in all" scores a point for all those involved: agency; production company; client; creatives and country. (Beginning January 2009, TVCs are good for 2 points.) At 8 points for the Philippines, that means 8 local ads made it into the weekly rankings in 2008. is the world’s most comprehensive creative ad site, which is free to join and submit work to. The free weekly podcast (the top 6 spots of the week) is the world’s number one ad podcast on iTunes. To submit to BestAds, upload your ad the moment it is aired or published. The site is updated daily, and owned by Campaign Brief. ##9

-9 #-9

#9 +



Nokia-myTV "Rubberband", by DM9JaymeSyfu, was featured on the site. The ad was for a live mobile broadcast of December's Pacquiao-De La Hoya match.


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Cannot believe it is only three years - seems like it has been with us forever! Love The Cannes coverage, as I am sure I will the Spikes Asia coverage. If recognition for producing an informative, neutral and must read publication is congratulations, then congratulations it is. Terry Savage Chairman International Advertising Festival Greater London House, Hampstead Road, London

In the past 3 years adobo has made a significant difference in the way the industry thinks and communicates. It has allowed us a neutral platform to present all sides of a story, table issues, initiate a healthy conversation and share our successes. The advertising industry is changing so rapidly and adobo helps keep us in pace. Congratulations! Gabby Lopez Chief Executive Officer ABS-CBN

Over the last two years, adobo magazine has consistently exhibited its unique, creative and innovative personality through unbiased yet funfilled stories. We at Nielsen are indeed very grateful that adobo magazine has provided the venue and the opportunity for us to share the latest developments in the media research industry.

Eighteen issues and 36 months since its first issue hit the stands, adobo continues to reflect the concepts and personalities that have made our advertising industry so dynamic and exciting. Its pages showcase the next best thing, profile the hot-shots behind the ads, and run the gamut from classic to edgy to everything in between in one neatly bundled package. It’s easy to read, interesting without being self-indulgent and puts our industry’s best food forward. I definitely look forward to many more issues about our hottest and brightest.

Jay Bautista Executive Director Nielsen Media Research, Phils.

Charo Santos-Cancio President ABS-CBN

Ogilvy Singapore wins Advertising Gong and Agency of the Year for second consecutive year Ogilvy Singapore’s “Art, Beauty, Comic, Health” campaign for FHM won the Advertising Gong at the 28th Annual Creative Circle Awards (CCA) at the Shangri-La Hotel in Singapore last November. Since 1980, the CCA, organized by the Singapore 4As has been instrumental in pushing creativity and raising the creative bar. The Gongs, as it is popularly known, has challenged local creatives and helped Singapore gain a reputation as a world leader for print advertising. Chris Chiu, executive creative director at Leo Burnett Singapore and this year’s jury president, said, ‘We had 36 worldclass jurors from across Jury President Chris Chiu 11 different cities.” Tay Guan Hin, Regional ECD JWT was Head of Advertising; Valerie Cheng, CD of Arc Worldwide, Head of Interactive; Justine Lee, Creative Group Head at Tequila, Head of Direct & Promo, and Y J Ban, founder of Stikfas, was Head of Design. Commenting on the FHM campaign, Advertising Jury Head Tay Guan Hin said, “it really taps on a really nice insight about the reader, but not only that, it is so well crafted. The detail, the way it is shot, even the way the pages are cut, it is really narrowing down to all the pictures that obviously the reader will like to look at, which is beautiful women.” The FHM campaign won 3 Golds in the Print-Magazines, Print-Posters and Print CraftArt Direction categories. Ogilvy Singapore topped the rankings,

Winning at the Gong Show is the highest accolade for creative people in Singapore winning Agency of the Year with one Best of Show Gong for Advertising, 2 Gold, 2 Silver, 9 Bronze, and 1 Finalist award. The Award honors the agency that tops the overall results at CCA 2008, excluding Craft categories. McCann Erickson Singapore also won a Gold for the “GMP-Raffles Place Ghost” campaign in the DM/Promo Integrated Promotional category. This clever viral campaign,using footage from a hidden camera, was picked up by the global news channels and had people believing in ghosts. Sales results were phenomenal. The top agencies are of each discipline were: Advertising: Ogilvy Singapore; Design: Black Design and JWT Singapore (tie); DM/Promo: McCann Erickson Singapore; Interactive: Kilo Studio and Ogilvy Singapore (tie) JWT Singapore received the Clients Choice Award for Crown Relocations “Fragile”. JWT created an unusual direct mailer in which furniture pieces were printed on the back of bubble wrap sheets, which were then distributed to furniture stores to wrap delicate purchases. No heavy metals were handed to Saatchi & Saatchi Singapore, who used to lord over JWT team recieves their the CCAs. This awards from Linda Locke

year the agency managed only one bronze medal. Local judges were probably unforgiving of Saatchi’s Roger Makak scam in the Campaign Brief creative ranking last year. A total of 99 awards were presented, including 7 Golds, 29 Silvers, 60 Bronzes, the Clients Choice, Advertising Gong and Agency of the Year. For a complete list of the 2008 CCA winners, visit JWT’s Angus Fraser and 4As vice president and chairman of the creative standards committee remarked, “Winning at the Gong Show is the highest accolade for creative people in Singapore” and added, “The work you are going to see has made an impact at home and I am confident it will also make an impact on the international scene.” The 4As Creative Advisory Panel headed by Linda Locke, Asia’s grande dame of advertising, was instrumental to the success of the awards program.

3 is commonly regarded as a mystical number and we might dare say that the progress and transformation of adobo as chronicler of the industry over the past three years has been no less magical in both form and content. [Their] readiness to embrace change while keeping the focus on its goal helped keep the dynamic life of adobo...and in the process contributed rather well to the excitement in advertising’s own. May adobo continue to grow in its creative and exciting way of telling the story of Philippine advertising to us and to the rest of the world and mature into a healthy media institution. Congratulations!   Alex Castro III Executive Director Adboard Philippines

january-february '09


bookreview Outliers by Malcolm Gladwell reviewed by

by Third Domingo

If you become successful, it's not all your fault


ou may not come away from reading Outliers feeling completely satisfied, but you will almost certainly have lots to talk about. Gladwell is that good. He’s got no original ideas (the New Yorker journalist always footnotes pre-digested research done by others), but his genial and often crystal-clear storytelling makes it all worthwhile. Malcolm Gladwell is the likable bullshitter of our times. “No one, not rockstars, professional athletes, software billionaires, nor even geniuses – ever makes it alone.” This is the point he drives home in his third book, Outliers: The Story of Success. Great achievement “is grounded in a web of (sometimes unrelated) advantages and

inheritances” and “demographic luck” that converts mere talent into triumph. Gladwell debunks the idea of the selfmade. Or, to be fair, he questions the way we understand the idea of the self-made person. He argues that so-called self-made individuals must 1) be in the right place at the right time 2) have practiced intensely for 10,000 hours (the magic number of expertise) 3) have cool, wealthy parents like Brad and Angelina and last and definitely the least he 4) should possess some amount of skill and determination. That fourth point right there is good news for all of us who ‘possess some amount of skill and determination’. We can enjoy a lot of good coincidence. And Gladwell gladly gives several examples: Canadian hockey players become pros because they are born in January and not December. Bill Gates became really good at programming because

bookreview The Art of Possibility by Benjamin Zander & Rosamund Stone Zander

reviewed by

by Paul Roebuck


first came across the inspirational conductor and teacher, Benjamin Zander while indulging in one of my (many) guilty pleasures. If you are not yet a disciple of the wonderful collection of talks (over 300 at last count), presented by some of the world’s most influential speakers across a full spectrum of topics from arts, science, culture to politics, technology and entertainment, I suggest you go take a look at I can spend ages downloading and watching talks from this treasure trove of presentations from the annual TED conference, and many an hour in a traffic jam has been turned into something more stimulating and exciting thanks to Benjamin Zander has


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he happened to have unlimited access to his high school computer lab. The not-so genius Robert Oppenheimer became a famous atomic scientist because he grew up in a rich family that bought him books and taught him to stand up to people, vis-à-vis the uber-brain Chris Langan who had to settle for quiz shows because he didn’t have loving folks. Pilots who tend to disrespect authority crash planes less frequently than deferential ones. In the success Asians are math equation, once wizards because every little piece they come from of good luck and rice-planting conditions favorable cultures, (rice or otherwise are planting, canceled out, we of course, are left with the being very mathematically hard realization that success is and challenging). Really?! will forever be a If these sound function of you. like hasty generalizations to you, that’s because they are. I am Asian but I am a copywriter. The position of the book is obvious. It claims all circumstantial serendipities are opportunities that make the successful man. Therefore, in a not so subtle way, Outliers makes a political suggestion: make the world a better place and we’ll have better people. Wow that is such a new idea. Ok, it’s not. But reading the book will somehow convince you that it is such a novel way to look at the world, with all the passion Gladwell can muster. On the off chance that you forget, Outliers serves as a compelling reminder.

The Zanders structure their book around twelve ‘practices’ for living a life of possibility, some, it has to be said, more practical than others. The lessons are in chapters written from the shifting perspective of Rosamund and Benjamin.

given what must count as one of the best and most inspiring of these talks (and considering the competition, that is no mean feat), ‘Classical Music Through Shining Eyes’. As conductor of the Boston Philharmonic, Zander knows a thing or two about his subject. But while Zander uses his personal experiences in the world of classical music to connect with his audience, the lessons he imparts are much more profound and insightful, transcending the subject matter to teach us a thing or two about enthusiasm, truth, perspective and achievement. It was while on holiday in Bali last year, buzzing from recently having seen Zander’s TED presentation, that I stumbled across a copy of The Art of Possibility, which Zander wrote with his

psychoanalyst wife, Rosamund Stone Zander. Remembering Benjamin Zander’s enthusiasm and energy, I snapped it up (forgetting until I went to pay that books are ridiculously expensive in Indonesia). When I got home, as I so often do, I put the book on the ever growing ‘to read’ pile. Towards the end of last year, wary from daily news of global economic meltdown, I was in search of some inspiration. As I ran out the door one morning to catch a plane to a meeting in Singapore, I decided to read the book on the plane. I am glad I did. Benjamin Zander’s enthusiasm shone through the pages, and I found myself renewed again by the simple lessons he imparts to readers. As Zander is so fond of saying, you need to look for the ‘long

What I liked most about the book though, is the discussion on intelligence: “You don’t have to be very intelligent to become great; you just have to be clever enough.” Gladwell studied the list of Nobel Prize winners and discovers that none or only a few of them were, as kids, labeled as “genius”. Then he looked at an old list of whiz kids and finds out that none of those kids ended up becoming exceptionally successful. Gladwell writes that we should look at intelligence like we do height. You only have to be tall enough to be able to be Michael Jordan. You don’t have to be very intelligent to become great. Whew! This is very reassuring for me. Uncharacteristically, perhaps in an attempt to avoid being called an agent of determinism, Gladwell tripped the boundaries of the foulsmelling self-help bestseller, when he identified “outliers” as those who have “been given opportunities, and who have had the strength and presence of mind to seize them.” Funnily, this is counterintuitive to what he’s trying to prove. Because if this were true, then the environment does not truly determine how a person will turn out. In the success equation, once every little piece of good luck and conditions favorable or otherwise are canceled out, we are left with the hard realization that success is and will forever be a function of you. The myth of the guy who

line of music’: what is this piece all about, what is it trying to say or make me feel? In The Art of Possibility, Zander’s ‘long line’ is about how we can shift our perspective as individuals by challenging and questioning the very assumptions and frameworks we use to judge ourselves and others, and in so doing find ourselves having a positive impact on the world around us. The Zanders structure their book around twelve ‘practices’ for living a life of possibility, some, it has to be said, more practical than others. The lessons are in chapters written from the shifting perspective of Rosamund and Benjamin, and herein lies my main quibble. Benjamin Zander is funny, charming and erudite, displaying the ability to connect with his reader and impart his wisdom through personal experience, telling stories about things that have happened to him in his teaching life and encounters he has had with inspirational people. You get the feeling that the lessons imparted have been tested through years

rose from unremarkable accidents, overcame all odds and ruled the world is a true story after all, the true outlier, a Barack. Consider, as another example, that even twins with exactly the same backgrounds still end up poles apart in achievement. Now if some unknown writer had written Outliers, it would have been readily and wholly applauded as an interesting, revolutionary book. But Gladwell, after Tipping Point and Blink, is now a superstar commanding fees in the millions of dollars for speaking engagements. Competing with his own success is brutal. Admittedly, as a Gladwell fan myself I had heightened expectations for his third novel, but I was not pissed off by the acerbic charm and deceptive writing pace that scarcely covered up the skips in his logic. To those new to Gladwell, read him. While always stronger with anecdote than ideological elucidation, he manages to explain hardcore socio-psychological concepts in terms very palatable to everyman. He is no Nietzche or Marx who writes about Zeitgeists but he is one of a kind. He writes from the outskirts of the unfathomable and makes it consumable. He could be an ad dude. Agree or disagree, this is a book so intellectually provocative and distinctive that it demands to be read. Do not try to shoot holes into his reasoning though, for you will almost surely be successful, even without 10,000 hours of practice. THIRD C. DOMINGO is Creative Director and Team Leader for Dramatization at PublicisJimenezBasic.

of self-awareness and good humour. Rosamund on the other hand is a professional psychoanalyst, and it falls to her to try and explain in more ‘academic’ terms the practices, and in so doing she has a tendency to take the shine and magic out of the stories. There may be some cultural aspects to this. I am, like Benjamin Zander, English, and as a nation we aren’t given to exuberant displays of emotion. We don’t talk about and share the inner workings of our psyches particularly well. We prefer people to understand the ‘long line’ of our thinking through our actions, generally just moping (very English word that, ‘mope’, I think it was invented for us) around our cold, wet little island in the North Sea telling each other that we are ‘just fine, thank you very much’. Americans on the other hand, of which Rosamund Zander is one, are much more given to introspective and in-depth analysis of their own psyche and that of others, freely sharing their findings with all who care to listen, and some who don’t, not usually in its most concise form.

This was my problem with the book on the whole. The lessons it imparts are insightful, powerful and simple ways to improve your perspective and have a positive impact on others, but they are often shrouded in the verbose, indulgent psychoanalytical-speak of Rosamund Zander’s profession. I found myself wanting to listen to Benjamin more and wishing Rosamund wouldn’t keep interrupting to try and explain away all the magic. On the whole though, I enjoyed the book and have since found myself trying to remind myself on a frequent basis of the practices the Zanders write about. I hope that they succeed in making the world a marginally better place through their teaching. However, if you are looking for a jolt of inspiration, you could do a lot worse than head to and watch Zander deliver ‘Classical Music Through Shining Eyes’.

Paul Roebuck is the Chief Executive Officer of BBDO Guerrero january-february '09


Asia Creative New Business League December 2008 RANK THIS MONTH











Future Group India






Carlsberg Malaysia




McCann Worldgroup


Tiffany China, Hanes India





Heroes Aids Projec India,YahooShopping CenterTaiwan, ICICI Bank India, Star Daiichi Insurance India Alaska Milk Phils, Pepsi Digital Chi, Compass Visa HK, Incredible India, Singapore Institute of Management Lotto China, Cadbur y Adams Mal, Pfizer Sin, Tourism Authority of Thailand, Hero Honda Motors India China Telecom, Bharat Sanchar Nigam India, Genting Resorts World


Marvelon China





Baygon Indonesia, InBev China, CJ Entertainment Korea, Tencent China


Del Monte Fit 'N Right Philippines









FTK Technologies India, Falcon Insurance Thailand 7 Eleven Singapore


7 8


Grey Group


My FM India






VISA Asia Pacific






ICICI Bank India





HDFC Home Loans India, Kagome Japan, Foremost Thailand, Telekom International Malaysia Apollo Hospital India, S&W Singapore, Merck Indonesia, Xian Janssen Motilium, Mylanta China Makati Medical Center Philippines, Wockhart Hospital India, Starwood Hotels Japan MSN Taiwan, Real Global India, Tiffany China, Yellow Pages Australia, Sampoerna Indonesia Knorr Asia Pacific, HT Media Group India, NU Green Tea Indonesia, Royal Orchid India Kanebo China, Anchor Electricals India, Thai Airways Thailand


Knorr (Asia Pacific)





Singapore Arts Festival Singapore, A xa NZ, Western Union HK


Cadbury Adams Malaysia





Minute Maid China, LTA Singapore, NTUC Income Singapore




Saatchi & Saatchi

Minute Maid China, LTA Singapore, NTUC Income Singapore


Maybank Singapore




Leo Burnett


Minute Maid





Mitsubishi Taiwan, The Express Group India, Camella Homes Philippines, Mondial Singapore Ricola HK, China


Kraft Australia (part)




M&C Saatchi

Abbott China, Turner India, TM International Global,


Medibank Australia




Wieden & Kennedy

A1 GP India





CREATIVE AGENCIES Ogilvy finished the year on top of the R3 New Business League for the second time in three years. The agency picked up over 200 new wins across the system, including Dabur and ICICI in India and Kraft in Australia, amongst others. DDB finished a close second, having bagged the Australia Tourism business globally along with Coles Australia. McCann Erickson and EuroRSCG made up the top four. METHODOLOGY The R3 New Business League has been compiled each of the last 75 months using data supplied by 26 multinational agencies on a monthly basis to R3. In addition, this data supplied is balanced against Client Estimates, Nielsen ADEX, discounted to appropriate levels and then converted to a revenue estimate. R3 strives to be accurate in all reporting, but welcomes comments and questions. Please write to or visit for more information or to download a soft copy. R3 is the leading independent consultancy focused on tracking of agency performance, and marketing ROI for clients across the region.


january-february '09

january-february '09


March 19-21, Pattaya

It’s Asia’s first festival – and on its 11th year, AdFest proudly defends its right to regional supremacy. With a new tagline and a new award category specifically for Asian cultural content, ADFEST is ready to take on all comers.

Best in Press - Scott Kitchen Towel "oil" JWT Kuala Lumpur

Created by M&C Saatchi’s Ben Walsh, ‘MADE IN ASIA’ refers not only to the AdFest itself, but to the work it honors and the young creative talent it is proud to host and inspire. (AdFest stands up to this where it counts: it earns its non-profit status by keeping entry fees affordable, so that more up-and-coming talents can attend and be inspired.) 2009 also marks the debut of Lotus Roots, a juried award that will celebrate Asian art and culture – local themes in ads that are presumed to be of global quality. But Asian pride does not mean closing off the world. BBH London’s Sir John Hegarty and Leo Burnett’s Mark Tutssel lead juries of internationally-awarded Asia-based creatives. Winners of the annual Fabulous Four young directors’ competition – which has drawn 53 entries this year, including one from the Philippines ─ will be entered in the Cannes Spotlight on New Directors, and included in British ad industry publication shots. As

Gold Lotus - Wonderbra 3D "Boardroom" Saatchi & Saatchi Singapore


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in previous years, AdFest winners will be screened in The Cup, a festival of ads developed outside global industry hubs. How will we do in competition? Philippine representatives will be closely watching the

Not only does ADFEST award creative excellence, it also wants to award the preservation and pride in local heritage. Young Lotus competition, where Philippine representatives have a good history. Will it repeat itself this year? We’ll have to see. With relatively sane registration fees and located so close to home, ADFEST has always had a high Filipino participation. As repeat attendees know, Pattaya’s sun-soaked sleaze is not far from the Royal Cliff resort – but the strip’s dubious charms fade in the heat of debate, exchange and informal yet intense industry networking. Whether or not our entries bring home the metal this year, the inspiration is sure to make the trip to Pattaya worthwhile. Lotus Roots An award for Asian-ness? That’s the impression one gets. Entries are chosen from existing ADFEST finalists, which are singled out by jurors for the Lotus Roots. Entries

MADE IN ASIA “AdFest is Asia’s own awards show. It showcases the best work made in Asia, much of which takes its place amongst the world’s most awarded work. As a result, careers are made at AdFest. With booming economies across the region, ‘Made In Asia’ is a proud and increasingly relevant claim.” -- AdFest President Jimmy Lam “Made in Asia’ is an interesting theme as it reflects the confidence of the region. We do lead the world in many ways, so I look forward to seeing great ideas that prove the sun rises in the East.” says Selina Ang. No longer synonymous with shoddy mass-produced goods, ‘MADE IN ASIA’ conveys both Asia’s rise and the AdFest’s primacy as the first festival from Asia, for Asians, by Asians. The festival’s 2009 theme (also its permanent tagline) was created by M&C Saatchi Sydney ECD Ben Welsh. ADFEST is the only regional advertising festival that originates in Asia by Asian for the Asian. Formally known as the Asia Pacific Advertising Festival, ADFEST was solely created for the recognition, promotion as well as celebration of the diversity of Asian creativity. In just over 20 years the Asian region has powerfully exerted itself globally, with its rich diversity, creativity, ideas and innovation. It has captured the world’s imagination with its products, brands, design, art and commercial creativity. There is no longer any need to question whether “Asian creativity” stacks up to International standards -- it does, as ADFEST has been proving since the festival was first launched in 1998. Throughout its 11 years ADFEST has receiving a majority of votes from their respective jurors are entered, then voted on by the Jury Presidents. More than one winner may be chosen; the jury also has the option to award

the Grande Lotus Roots. Why yet another award? According to organizers, 21st century realities have endangered the progress of Asia-Pacific history and traditions. “Not only does ADFEST award creative excellence, it also wants to award the preservation and pride in local heritage. With advertising having a prevalent role in today’s communications, it should not neglect the essence of the culture in which it is derived from,” said Vinit Surapongchai, ADFEST chairman, in a statement. Lotus Roots is viewed by some as an attempt to strengthen the regional heritage of ADFEST for later this year, when rival show SPIKES Asia comes out swinging with its debut in partnership with Cannes Lions.

Best in Poster - SPCA "Sticks" Saatchi & Saatchi Singapore

ADFEST is more than an arena pitting the best brains in the region; it is a unique forum featuring essentially the best works in the region more than earned its name as of MADE IN ASIA in every way. It is the biggest, most

prestigious and respected festival that is most connected to the region’s pulse. Its not-forprofit policy ensures that it is most affordable while providing the best value to the widest spectrum of people, e.g. writers, art directors, designers as well as marketing executives. But ADFEST is more than an arena pitting the best brain in the region; it is a unique forum of knowledge and exposure featuring essentially the best works in the region and some of the best known advertising gurus in the business as speakers. ADFEST is immensely proud of its role in helping to

develop the career of young creative talent for the entire region, befitting its slogan of “MADE IN ASIA”. Adfest has announced several changes to next year’s event, such as the new ‘ADFEST Academy’ which will be open to delegates under 30. The first delegates to register will be invited to attend master classes with next year’s jury presidents, as well as share their own portfolios with some of the world’s best known creative directors for advice and feedback.

FILM, RADIO, 360, INNOVA LOTUS JURIES SIR JOHN HEGARTY In 2005, Sir John Hegarty became the third Briton, after David Ogilvy and David Abbott, to be elected to the American Advertising Creative Hall of Fame. Seventeen years after being fired from his first job at Benton and Bowles, London, John founded Bartle Bogle Hegarty, where he is now Chairman & Worldwide Creative Director. BBH was voted Campaign Magazine’s Agency of the Year in 1986, 1993, 2003, 2004 and 2005. In May 2005, the International Clio Awards awarded John with the Life Time Achievement award; in 2007, he became Sir John when he was knighted in the Queen’s birthday honors. “The best creative people are constantly inquisitive, always asking, ‘Why?’ which is the most important question. All the people I know that have remained really vibrant and exciting have all had that quality. They don’t switch off. They don’t say, ‘Oh no, I’ve seen that before’ and become cynical. You can’t be a cynic and work in advertising.” -- from OUTDOOR LOTUS JURY SUTHISAK SUCHARITTANONTA Chairman & Chief Creative Officer, BBDO Bangkok Any reel of signature Thai advertising will include some of Suthisak’s ads: Black Cat Whiskey, Unif Green Tea, Tesco Lotus, Alka Seltzer. The most awarded Creative Director in Asia has led his agency’s award recognition to an alltime high, making history by capturing the GUNN Report 8th World’s Most Awarded Agency title in 2004, winning Thailand’s first Cannes TVC Gold Lion in 2003, and most recently topping Thailand’s first Adman contest by winning the most awards, including the coveted “Agency of the Year” in 2004 and 2005. Earlier in his career, Suthisak worked with Ogilvy & Mather and in 1994 was assigned to head the creative department at O&M offshoot Results Advertising. He joined BBDO in June 1998 and was elected into BBDO Worldwide Creative Committee in 2004. Recently, he was elected into the Bangkok Art Directors’ Association Hall of Fame. january-february '09


March 19-21, Pattaya PRESS, POSTER LOTUS JURIES MARK TUTSSEL Chief Creative Officer, Leo Burnett Worldwide Mark Tutssel is one of the most awarded CDs in the industry, with a Cannes Grand Prix and 40 Cannes Lions to his name. As creative leader of Leo Burnett Worldwide, he oversees 94 global offices. Prior to becoming Worldwide Chief Creative Officer, Mark was ECD of Leo Burnett London. During that time, Burnett London was the UK’s No. 1 creative agency and, in 2001, was the World’s Most Awarded; clients McDonald’s and Heinz were named advertisers of the year in the UK. For McDonald’s, he headed a remarkable outdoor campaign that grew a lettuce garden gradually spelling “FRESH SALADS” on a billboard. The effort won a Gold at New York Festivals’ Innovative Advertising Awards. After chairing the Clios and International Andy Awards (among others) last year, he served as President of the 2008 Cannes Titanium & Integrated Jury. He has twice been inducted into the Clio Hall of Fame and is a member of the Royal Society of Arts. “I think any agency’s atmosphere, environment and culture are set by the management ... So when you have leaders who believe and demand great creativity, it feeds through the veins of the company. … It’s still an ideas industry – training can help to a certain degree, but there’s no substitute for creative thinking and a fertile mind.” CYBER LOTUS KOSHI UCHIYAMA Creative Director, GT Inc. / (suit) men entertainment, Tokyo Two consecutive ADFEST Cyber Lotus Grand prix, 3 Gold Lions and 4 Bronze in two years at Cannes – from an agency with only four creatives! That’s just the latest feather in the cap for Uchiyama, who has managed to pioneer in digital media while always staying ahead. In 1995, he led the launch of Japan’s first large scale corporate website, “,” and is credited as a pioneer in designing interactive ads. After leaving Dentsu, Koshi established GT Inc. where he produced and directed Sony’s “Connected Identity” project, a design concept that changed each time an unspecified number of users participated. This later became the leading designing method for interactive art. Throughout his 15 years in the industry, Koshi has continuously introduced advertising work that fuses media art, entertainment and leading edge information technology. “I think the mindset for the art of warfare for Samurais in Japan is the same for interactive art: “Designing the battlefield while mutually communicating.” – ADFEST Buzz DIRECT LOTUS SELINA ANG Executive Creative Director/Executive Director OgilvyOne Worldwide Malaysia Selina is fortunate to lead a fantastic team in KL which ranks as the #6 direct agency in the world (The Big Won 07). The team has won awards in both direct and digital campaigns and subscribes to the belief that you can never have too much Krug to celebrae wins. These include ECHO, Cannes, DM Asia, Asia Interactive Awards, Singapore Hall of Fame, Malaysia Effies. Selina has been in the industry for ages, and still loves the life. She gained equal experience in direct and advertising in the Singapore offices of Ogilvy Direct, Batey Ads, McCann-Erickson and Lowe; and now also enjoys the integrated play of creative and technology in the digital space. Her recent ECHO Gold winning-campaign for DHL Express Malaysia has generated tens of millions of ringgit, something that she is mightily proud of. “I enjoyed [judging at] ADFEST 2008 very much – the atmosphere was lively and there were lots of hungry minds. I was struck by the humility of the many experienced practitioners. I know there’s always some cynicism about awards and award shows, but the upshot is, the work gets to have some airtime in discussions and debates, and gets to live beyond its short life span.” DESIGN, PRINT CRAFT LOTUS VINCE FROST Creative Director/CEO, Frost*Design, Sydney The asterisk in his studio name was a symbol for ice on a freezer. That typifies the playful yet thoughtful approach that Vince Frost brings to his design. Frost started his career in the early 90s, as Pentagram London’s youngest Associate Director. After five years at the design industry’s best finishing school, he set up Frost* Design in 1994. Many awards have come his way, including D&AD silvers, golds from the New York Society of Publication Designers and gongs from the New York and Tokyo Art Directors’ Clubs. Frost has also achieved many a creative’s dream: having his career follow him. In 2004, he moved his family to Sydney, from where he continues to work for global clients through his studio – a 30-person team of graphic and multimedia designers, architects, interior designers and brand strategists. His innovative use of photography and typography has been applied to work from light installations to stamps to publications to a color-coded labeling system for DVDs. His career arc has been documented in a retrospective at the Sydney Opera House, and in two 500-page books. From ADFEST Buzz: What are you most looking forward to about judging the Design Lotus category at ADFEST? “The beach, the sun, the girls....Actually I love going to new countries and being exposed to new ways of thinking, culture and the universal passion for great design.” NEW DIRECTOR LOTUS PRASOON PANDEY Director, Corcoise Films, Mumbai Prasoon was born in Jaipur, the youngest of nine siblings who grew up in an atmosphere of music, poetry, drama and folklore. He designed his first set, at 15, for a theatre production staged on the deserts of Rajasthan. Since his childhood he has had a pet leopard named Maharaj, which means King in Hindi. Prasoon can play jazz percussion with his cheeks. He will be recording with John McLaughlin and Al Di Meola next year. Prasoon’s directorial debut won him the Best script, Best direction, Best music, Best cinematography and Best Debut Director and the best film at the Indian Advertising Filmmaker’s awards in 1995. He is currently in talks with Steven Spielberg to write the prequel to ET. Over the years, Prasoon’s work on Fevicol glue, The Times of India, Perfetti, SBI Life Insurance etc. has broken new ground


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MADE IN ASIA ADFEST 2009 in Indian advertising and picked up metals at Cannes, Clios, Adfest, New York Festivals and other international shows.2001 saw the Gunn Report rank him among the top 25 advertising directors in the world. Prasoon was named the ‘Sexiest Director in India’ by Cosmopolitan India in 2008. His company, Corcoise Films, is named after his daughter’s word for a cockroach and the logo was designed by his 5 yr-old son. Prasoon can draw an exact self-portrait with his left foot. In his films, Prasoon likes to mix up realism with flights of fancy. Pretty much like what you’ve read above.

Judge Dave JWTs Chief Creative Officer and previous Gold Lotus winner Dave Ferrer joins the Print Craft & Design Jury this year, serving under Jury Head Vince Frost.

He founded an agency that preaches contrarianism, yet still has two of the same clients it was founded with: Levi’s and Audi. The “H’ in BBH, creator of Levi's "Launderette" and one of the people who helped bring us Brad Pitt, Sir John is one of those people for whom enumerations of golds, silvers and bronzes are superfluous. He came of age in ‘60s London, and now makes wine as a hobby. (Critically acclaimed wine, by the way.) But even with his ex-rocker aura and south-of-France tan, John Hegarty resists becoming a cliché).


a pioneering black sheep reveals his take on fads, wads (of cash) and everything ads By Ralph M. Mendoza

LAST YEAR, Ohio Edit created a slight uproar by showing Sir John Hegarty’s portfolio: 13 photos of people walking under ladders, replete with distinct facial expressions. “It was all about superstition,” explains the 59-year-old Brit. “If you look in the dictionary, it defines superstition as “misdirected reverence,” which I love. In advertising, we’re all about superstition, creating brand myth. I love it as a whole subject matter.” So has photography been the adman’s new pastime? “Not at all. Having a good time is my hobby,” corrects Hegarty. “Whatever it takes to have a good time—as long as it’s

“I can’t use work that I’ve done 20 years ago and say, ‘This is how we should do it tomorrow.’ We’ve got to come in every day and have a new idea." legal, decent, honest and truthful.” As Chairman & Worldwide Creative Director of Bartle Bogle Hegarty (BBH), Hegarty had his creative epiphany as an undergrad

at Hornsey College of Art (now part of London’s Middlesex University). “Well, I was very lucky. I was always kind of interested in ideas rather than just pure design and I had this wonderful teacher called John Gillard, who at the time showed and talked to me about advertising. He showed me the work of Doyle Dane Bernbach. This was work from the mid-60s. The great Volkswagen work, the great Avis work, all that wonderful stuff they were doing.” Then, in his classic swagger, Hegarty pauses, before adding, “It was like a light being switched on in a darkened room. And all of a sudden I could see everything.” Right after graduation, Hegarty entered Benton & Bowles as a junior art director, a job which he despised. In fact, he once stressed that his biggest fear was waking up one day to his first days at Benton & Bowles. “It was so truly dreadful—the work was appalling, everybody was at each other’s throats, the agency was in constant turmoil, and it was horrible.” The sting of such a stint, however, allowed him to gain more professional momentum, leading him to a job at Cramer Saatchi Consultancy in 1967 (where he was a founding shareholder before it became Saatchi & Saatchi in 1970), before co-founding TBWA’s London office as Creative Director. After almost a decade of finetuning his game, he and two other TBWA colleagues─ Nigel Bogle, still BBH’s chief executive, and John Bartle─eventually found the means to found BBH London. “[I don’t know why I waited] as long as I did to start BBH [in 1982]. But hey, that’s life,” admits Hegarty. Indeed, the life of an adman thrives on unpredictability. And although times have given us the huge advantage of new media, the pressure to shore up the freshest ideas is still every creative’s daily adversary. “I can’t use work that I’ve done 20 years ago and say, ‘This is how we should do it tomorrow.’

We’ve got to come in every day and have a new idea,” says Hegarty. “And that’s the daunting thing about our profession, but also the exciting thing about our profession.” For Hegarty, these ideas can lead to creative breakthroughs. “Do I want to work on another sports-shoe brand? You must be joking. Go and do something that hasn’t had great work on it. That’s where the fun is.” Quotable soundbites flow in abundance, as Hegarty wrestles with yet another fun but thorny facet of being in our industry. “You get paid a large amount of money to sit in a very nice office to have lots of crazy, wacky ideas. Then those ideas are sold to a client, who pays a large amount of money to take those ideas. And then spends an absolute fortune on telling everybody about your idea. Now isn’t that the biggest ego trip in the world?” Not many of us may get to experience the answer to that. Hegarty, however, quickly pulls back, saying, “Money has a voice, it doesn’t have a soul. Too many creative people get tempted by money, and eventually it destroys them.” For more than 20 years since then, Hegarty has careened to the top of his profession. We’ll skip the individual creative awards and just list the Hall of Fame/Lifetime Achievement ones: D&AD, CLIO, the New York One Club, the New York Art Directors Club, the US Advertising Hall of Fame. In 2007 the rebel became Sir John, when he was knighted at the Queen’s Birthday Honors. “These kinds of awards are wonderful,” relates Hegarty. “It’s very important to understand where things have come from, but it’s absolutely fundamental that we realize that it’s what we do next that really matters.” Spoken like a creative decades his junior. Rock on, Sir John. Sir John Hegarty is Jury Chairman of ADFEST 2009. january-february '09


Profile The apple of his life:

Chris Thomas talks on The Work and Life


Written by Harry Mosquera with interviews by Angel Guerrero

hris Thomas loves to laugh. And his laughter is as merry as his sunny personality. Think of a fit and athletic Danny De Vito, or an articulate and erudite Joe Pesci, and you get a glimpse why he is well-loved and respected by agency people and clients alike. But beyond his pleasant demeanor, Chris is wired with an enthusiasm that has brought BBDO and Proximity Asia from one success to another in a short span of time. The son of an adman (in the 1970’s his father ran KMP, a creative agency in London), Chris admits being drawn to the business even as a child, recalling how his family talked advertising


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at the dinner table. “We had a small apple farm,” he remembers of his father’s weekend hobby. “It was a family affair but weekends you could find a creative director or two down at the farm picking apples or selling them at the gate… because they all loved coming down participating in the small hobby farm. I grew up with some of the most famous creatives of the 70’s and 80’s.” As a second-generation advertising family, Chris also has a sister and brother who are involved in the industry. In fact, one of his Unilever clients happened to note that the siblings were at some time or another involved with work in the same client’s own brands! Chris graduated from Bristol University with a joint honors degree in History and English. He joined the advertising industry in 1984 first at Dorlands, and then worked at the legendary agency

Abbott Mead Vickers BBDO three years later. After 10 years in BBDO, he joined Ammirati Puris Lintas as managing director. When Lintas merged with Lowe Howard

Spink, it created one of the biggest agencies in the United Kingdom, and Chris – then only in his mid30’s – became the first managing director of the newly-formed Lowe Lintas. In 2003, Chris joined Proximity London, the leading integrated direct and digital agency in the United Kingdom, as chief executive. In his three year tenure, Proximity was the third most awarded direct marketing agency in the world and topped the client satisfaction survey in the U.K. “I never worked in direct marketing in my life,” Chris reveals. Despite good-natured ribbing from his colleagues in the above-the-line side of the industry about ‘going below stairs,’ he gradually learned to appreciate a whole new kind of creativity offered by below-the-line disciplines. “In about a month, I was looking around and I realized – these are some of the smartest guys in the business,” he continues. “They know more about the client’s business than any planner I’ve ever worked with. They have a deep understanding of data and therefore consumer behavior. Creatively, they were thinking in a more diverse way on how to reach people.” He took on the role of chairman and chief executive officer of BBDO and Proximity Asia in 2006, responsible for all of BBDO’s advertising and Proximity’s direct marketing businesses in Asia. “The world of communications is changing,” he says. He identifies that the first phase in marketing communications made use of an intrusion-based model, where messages were simply imposed on the consumer. The second

From the left: Charlotte, wife Fleur, Billy, [Canoe guide], Chris, Robbie, Peter

For Chris, The Work is about great work, which he defines as “work that builds business, work that’s distinctive, loved by consumers and in the end, has a very simple promise that surprises and delights people.” phase was a shift sometime in the 1990’s to an invitation-based model, where the consumer was brought into various media experiences as exemplified by the lavishly-produced BMW cinematic campaigns. The third phase is what Chris describes as the involvement phase. “The next step is to create ideas, or safe sandboxes, where people can play with your ideas,” he says. “But the focus still has to be on a Big Idea.” Under Chris, BBDO continues its regional resurgence. In the past year, BBDO consolidated its hold on global business and impressively added new accounts in several Asian markets. Media Magazine named BBDO as Creative Agency of the Year for

Through its hotshot talents in Manila, Bangkok, Singapore, Kuala Lumpur and Australasia, BBDO Asia-Pacific also brought home a large number of creative awards, including 11 Cannes Lions spread across the five different offices in the region. “Ultimately, for us, as always, it’s about The Work,” Chris points out. “Because the brand BBDO is so focused on the quality of its output, it’s translated through into a very strong culture, a strong set of beliefs that when we’re talking to our clients, when we’re pitching for business, we always try to do the right thing by having great work that’s going to drive the client’s business.” For Chris, The Work is about great work, which he defines as “work that builds business, work that’s distinctive, loved by consumers and in the end, has a very simple promise that surprises and delights people.” It is a definition that is in sync with the current emphasis by clients worldwide on effectiveness, and work that helps drive their businesses. That is why awards are important to Chris. “First, it’s the work that works best,” he explains about the importance of awards for an advertising agency. “Second, it’s a virtuous circle for us as a network because it allows us to attract the best talent, allows us to motivate the best talent, and

Fedex "Dog" TVC

achieving a cohesive network of agencies and for its successes in winning, among others, SingTel in Singapore, Vodafone in Australia, Mercedes-Benz in China and Pepsi in India. In 2008, BBDO got 50 new clients worth around US $250-M in billings across the AsiaPacific region.

therefore means we can serve our clients better because we have a disproportionate share of the very best and the most talented people.” As an account person, Chris is a proponent of collaboration. For him, the time of creative people as purely conceptual thinkers is long past. Creatives, he opines, have

to realize today’s requirements demand different skill sets. “They have to collaborate with other people and clients as well,” he says. His practical advice to officebound creatives: “You have to be interested in the world.” And apples to apples, even as he acknowledges that the advertising industry has evolved into something far different from when he started, Chris maintains that his passion for The Work has never changed. ‘Work hard and play hard’ is a mantra that can readily apply to Chris and his lifestyle choices. The man goes to the gym four to five times a week. He plays golf every week. He also regularly serves up a game of tennis. And kite surfs. He recently had a swell time in Sri Lanka, where he picked up good surf and tradewinds to enjoy his latest hobby. His wife and children are serious golfers. While his golf handicap is 16, his daughter’s is 3, and his son’s, 4. Chris jokes that a typical vacation for the family follows a certain routine. By 6:00 A.M., they are all awake. By 6:30 A.M., they are on the golf course for a round of the game. Then they all have brunch. After, he kite surfs for four hours, and ends the day with a steak and red wine. The entire family got into golf because his wife, herself a good tennis player, decided to pick up a new sport. The children thought golf was interesting, and soon, they were spending a lot of time on the greens. When the entire family goes on holiday, expect the Thomases to check in at the airport with six golf bags. And the kit for kite surfing, of course.

With over a decade of top management experience for various agencies, going to Singapore to head the regional network of BBDO and Proximity Asia was a challenge that Chris has been more than ready for. He also feels that the future lies in Asia. He reckons it is only a matter of time that the economies of the East will gain a permanent dominance over the West, with the ongoing financial crisis afflicting the global economy simply symptomatic of the West’s inevitable decline. Notwithstanding the current economic issues, Chris believes that now is the most exciting time to be in the business. “The opportunities for creativity are greater than ever before,” he shares. “There are so many more channels, so much more complexity, so much more diversity that I think the importance of brands will continue to grow.” “During difficult economic times,” he continues, “brands become more important because when people are making tradeoffs, they’re making trade-offs of value…and these amount to emotional decisions as well as important rational ones.” Given the highly entrepreneurial and dynamic environment of countries like China and India, he expects that a lot of opportunity will continue to be available in Asia, especially with the prevailing attitude in new technology that is conducive for innovation and experimentation. With his effervescent optimism and zest for life, there is indeed much for Chris to love and laugh about. january-february '09



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Manila Madmen RAYMOND ARRASTIA as Pete Campbell Managing Director Leo Burnett Manila MIO CHONGSON as Joan Holloway Managing Director Blue Bottle RICK HAWTHORNE as Roger Sterling Managing Director for Production Road Runner Inc. TIN SANCHEZ as Peggy Olson Head of Copy BBDO Guerrero MANNY DEL ROSARIO as Don Draper Executive Creative Director New Thinkers

Photographer: Dindo Villaester Art Director: Lech Velasco St ylist: Bea Constantino Make-up Artist: Ces Guerrero Digital Imaging / Retouching: Leo Burnett Manila Location: Leo Burnett Manila january-february '09




Ogilvy Sees Upside In Downturn

New York - Amid the doom and gloom of the current global economic crisis, Ogilvy North America offers a glimmer of hope for informed marketers: seize this moment as an opportunity to grow brands and secure future success. “This downturn is actually an opportunity to innovate,” advises Colin Mitchell, Chief Strategy Officer for Ogilvy North America. “History shows many brands and companies have been successfully launched during recessions while others have leveraged tough economic conditions to gain significant market advantage. We have at our fingertips, a new constellation of marketing strategies and metrics that can be measured quickly and implemented efficiently. These strategies create upside for our clients.” In order to inform its clients, Ogilv y has published a white paper entitled “Doing More With Less: A Point of View on Marketing in a Recession.” (www.

Now open for entries!

OUR CENTERFOLD INSPIRATION: MAD MEN is a TV series set during the early 1960s at New York City agency Sterling Cooper. Depicting the birth of mass advertising in a more innocent and more sexist era, MAD MEN's fetishistic production design, pointed dialogue and love/hate relationship with advertising make it compulsory viewing. Last year it scored a historic victory as the first non-network show to win Best Drama at the US Emmy Awards, and has recently won a Golden Globe as well.


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6 March: Film, Press and Outdoor Lions 13 March: Design, Direct, Media, PR, Promo and Radio Lions 20 March: Cyber, Titanium and Integrated Lions

The jurors so far Dave Lubars

Akira Kagami

Matthew Bull

David Sable

Silvia Rotta

Lars Bastholm

Bill Rosen

Nick Brien

Lord Tim Bell

What downturn? NBC makes record Super Bowl sales

The Super Bowl Sunday, America’s premier NFL telecast, gets over 100 million viewers. Jeff Zucker, president of NBC Universal, says “The Super Bowl has become on of our country’s biggest holidays, a unique American day, and advertisers recognized the value of being a part of it.” The NBC network said it has sold close to 70 spots for the game at roughly $3 million each, pushing total ad revenue for the event to a record $208 million. Thirty two advertisers will showcase their products during the Super Bowl coverage, according to the Associated Press.

Entry deadlines as follows:

So far, so great. As of early February, the organizers have drawn some real stars to head this year’s juries: Dave Lubars (Chairman and Chief Creative Officer of BBDO North America) for Press and Film; Akira Kagami (Dentsu’s Executive Officer and Global ECD) for Outdoor; Matthew Bull (Lowe Worldwide Creative Director / Founder, Lowe Bull) for Radio; David Sable (VP/Chief Operating Officer, Wunderman) for Direct; Silvia Vitale Rotta (CEO, Team Creatif) for Design; Lars Bastholm (co-Chief Creative Officer, AKQ A) for Cyber; William Rosen (Chief Creative Officer North America, Arc Worldwide) for Promo; Nick Brien (President/CEO of IPG’s Mediabrands) for Media and Lord Tim Bell (Founder, Chime Communications) for PR.

PR Lions debut this year

PR gets serious respect this year with the launching of its own Lion. Sitting as President of the inaugural jury is Lord Tim Bell, a founder of Saatchi & Saatchi and one of the UK’s foremost PR practitioners. As viral marketing and usergenerated content blur traditional lines between disciplines, the PR Lions signal a wider scoped Cannes festival. packed and ready

Looking for ways to persuade your company that you’re worth a thousandeuro perk? Make thee haste to the vibrantly redesigned Festival site. Even with little data yet on this year’s festival, the site is overflowing with top-level content from 2008. Full video of big name seminars, pocket interviews, Young Lions entries and a dazzling Archive are just some of the ways to plead your case.

for entry, registration and delegate packages

Lions in the Year of the Ox By Ralph M. Mendoza

Yet while Cannes is ground zero for people who live, breathe, and dream the industry, it is about much more than advertising. Dr. William J. Ward, a teacher at the College of Business at Ferris State University, relates how his most riveting experience at last year’s festival was listening to the speakers on, of all things, activism. “They strived to connect with all walks of life, and do so freely and with such care...It became increasingly clear that these companies were not solely dependent on cash, or cleverness, but passion. These are the great businesses of our time and they are alive. Each technique or creative strategy was implemented to live another day. As life is to an individual, I am convinced

elements of a piece of media work, and place more emphasis on the outcome of each media case. From this year, the judging will be based upon: • Insight, Strategy and the Idea (35% of the jury’s vote), • Creative Execution (30%), • Results and Effectiveness (35%). The format of credits will also be changed, to ensure the Media agency for each entry is always acknowledged, regardless of which agency or company submits the entry. These are just a few of the things to look forward to in this Festival. Will a tight economy and high exchange rates make a

In the five months to go, each of us will have to find our inner Ox, slowly and steadily inching closer to the Lions.

For the horoscope-happy, the year 2009 connotes the virtues of a formidable ox. Oxen are in fact superior creatures, exhaling hard work as they plod and pull their obstinate wagons towards the end of the dirt road. Such raw but real dominance of Yin over Yang may very well be reflected come June 21st-27th, at the Cannes Lions 56th International Advertising Festival. Once again, boldface names from all sides of the industry will gather at the French Riviera to celebrate the dogged, devoted pursuit of quicksilver brilliance. More than 10,000 registered delegates from 94 countries and around 12,000 total visitors from the advertising and allied industries are expected to attend this event, celebrating the best of creativity across all media, discussing industry issues and networking 24/7. Over 28,000 ads from all over the world are showcased and judged at the Festival. Winning companies receive the highly coveted Lion, honouring the most creative TV/cinema, print, outdoor, interactive, radio,

design, sales promotion, integrated advertising, as well as the best media and direct marketing solutions. A unique programme of high-profile seminars, workshops and keynote speakers, organised by some of the biggest names in the industry, are also presented. Surely, the Cannes Media jury will yet again be on the lookout for the perfect idea-execution recipe. “Media, it’s personal now. It’s exciting, it’s dynamic, and it’s changing every day,” says Media Lions Jury President Nick Brien. “No longer a world defined by pushing one-way messaging focused on generating awareness, rather a world of creating realtime conversations able to drive brand advocacy and consumer engagement, made possible through the growing influence of digital media.” As the Festival’s first ever Outdoor Jury President from Japan, Dentsu’s Akira Kagami is as enthused with his role: “Outdoor isn’t outdated. It is a category with lots of room for fresh thinking. I truly look forward to seeing many great ideas.”

that success is to every business it cannot be formulated.” A number changes will also be introduced to the Media Lions section for 2009. These include a revision of the categories and the required written submission, and a restructuring of judging. The latter will reflect the three crucial

dent in registration, or will the Young Marketers package and PR Lions generate as much new cash as new knowledge? We’ll find out this summer. But in the five months to go, each of us will have to find our inner Ox, slowly and steadily inching closer to the Lion.

1. What are your expectations for Cannes 2009? 2. What would you do to win an all-expense paid ticket to Cannes? Tin Sanchez (Head of Copy, BBDO Guerrero) 1) That the winners will once again make me feel excited, angry, dejected, inspired, pessimistic and optimistic. Like a child and an old man at the same. Something will snap, for sure. It happened before, it will happen again. It’s actually happening now. 2) It’s not what I would do. It’s really what WE HAVE to do as Pinoy creatives. And that’s to come up with SOMETHING. ANYTHING. Well, specifically a brilliant idea executed in the most mind-blowing, fingers-numbing, hair-loss inducing sort of way. Dennis Nierra (BBDO Asymmetrical Art Director’s Former Student) 1) (Politely declined to answer) 2) It’s been said that if our mind doesn’t work, we should use our body. So if I lose the chance to be at Cannes Festival (which is 99.5% sure), I’ll probably disguise myself as a huge carrot (or any veggie, wala lang) and hide in the plane’s cargo. When I get there I’ll apply as an event gopher under the pseudonym “Nathan de Coco” just to be there. OR… I’ll try to enter the Cannes Film Festival instead, I’ll audition for an indie film that needs a chippendales role as “Coco Babylove”. Troy Monsod (Graphic Artist, Starcom MediaVest Group) 1) Well probably to know the next trend (if ever there is) in design. Is it still vector art? Will it be 3 or 4D? etc. 2) What would i do to win a ticket in Cannes? Well if you guys were to sponsor my trip and all, I would probably wear an Adobo shirt every day and video my whole stay for a documentary. january-february '09


globalroundup Gunn Report Names Leo Burnett Worldwide #1 Network in New World Thinking

McCann, BBDO Guerrero win Bronzes at AME

In the annual Gunn Report rankings released last November 2008, Leo Burnett Worldwide ranked as the #1 agency in new world thinking. The agency was the mostawarded in the All Gunns Blazing category for its work on Earth Hour, which combines everything under the labels of Integrated, Innovative, Content and Contact.

Lowe named Comeback Network of 2008

Interpublic agency Lowe had a clear turaround with a profit in 2008 helped by new business from Unilever, Jonhson & Johnson, Nestle, Thai Airways and other business adding to about $650 million. The network as reported in Ad Age is already well ahead of its threeyear plan. With endorsements from client and turnaround business performance, Ad Age named Lowe as the Comeback Network of 2008. Credit to Lowe Worldwide’s Chairman Tony Wright and CEO Stephen Gatfield.

WPP buys creative hotshop Jupiter Drawing Room, invests in analytics firm Omniture

Advertising giant WWP has bought 49% of South African agency The Jupiter Drawing Room, a top four agency in its market and a slot in Creativity magazine’s top five. (See one award-winning work on p.75.) Unusually, the agency will remain independent rather than being folded in to one of WPP’s networks (including JWT, Ogilvy, Bates141 and Y&R), which means it could expand outside South Africa in the future. WPP head Sir Martin Sorrell has been quoted as saying that developing regions such as Africa are where he expects to find continued growth. The conglomerate has also invested $25 million for an ownership stake in American web analytics firm Omniture. Coupled with WPP’s purchase of giant research firm Taylor Nelson Sofres for $1.93 billion in October 2008, the new purchase is widely seen as part of a WPP plan to grow through consumer insights rather than traditional advertising.


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New York ─ Two Philippine agencies were recognized in the global Advertising & Marketing Effectiveness Competition (AME). Two Bronze Medallions were awarded: to McCann-Erickson for Coca-Cola, and BBDO Guerrero for Pizza Hut. The same agencies also won three Finalists certificates: McCann Worldgroup for Unilab's Biogesic, and BBDO Guerrero for Bayan Wireless Landline and Bayantel Corporate Image. The AME is separate from but organized by the New York Festivals. Results were announced in mid-November.

brand-building work for our clients. That brand Coca-Cola has been a long-time leader underscores the achievement when client and agency collaborate on insight, strategy and overall campaign development."

This is an important victory. The AME is one of the most prestigious awards in the world, and the Bronze win affirms our commitment to business and brand-building work for our clients. McCann's bronze is for Coca-Cola's "Family Bonding on the Coke Side of Life", the breakthrough integrated campaign that promoted family meals while establishing Coke as mothers' ally in strengthening family ties. Using TV ads complemented by extensive advocacy PR, print and strategic out-of-home and point-of-sale, "Family Bonding" was able to accelerate both brand metrics and sales volume in a difficult and very competitive category. Ecstatic over the award, McCann Managing Director, Nandy Villar says: "This is an important victory. The AME is one of the most prestigious awards in the world, and the Bronze win affirms our commitment to business and

BBDO Guerrero, meanwhile, received a Bronze in the Retail Food category for their Pizza Hut "Hate Late?" campaign, which used humor and relied heavily on outdoor and drivetime radio as lead mediums. By end-2007, Pizza Hut delivery transactions had actually more than doubled. For the Finalist certificates, McCann for Biogesic's "Ingat! (Stay Safe!)" campaign, and BBDO Guerrero for two campaigns for Bayan: "Life Can Be Better," which relaunched Bayantel as Bayan and delivered on growth targets two months ahead of schedule; and "Real Freedom of Speech", which revived the once-dying landline category and doubled Bayan Wireless Landline's subscriber base growth target within the first year of launch.

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Brainstorm Reunion Mag:net at Bonifacio High Street November 20, 2008 Once again proving that all anyone in advertising wants is to be a rock star, 1990s industry band Brainstorm reconvened last year for a reunion gig. Senior industry names reverted to fans and groupies, cheering on the band: Edsel Tolentino-guitars, Sunny Lucero-bass, Cisco Almazora on percussions, Ariel Escasa-keyboards, Dorky Mallare-drums, Naomi Villa-vocals, James Bernardo and Angeli Beltran-Lambsdorff- both lead vocals. Today, the members run their own agencies, head TV creative departments, have gone big-time freelance or gone abroad. One erstwhile CD has become a martial arts instructor in Singapore; another is furthering drumming adventures in Germany. But every five years or so, they go back to being kids in a band.


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Philippine TV takes 11 medals Two Philippine TV networks and one religious charity joined channels from all over the world in the winners' circle at the prestigious 2009 New York Festivals for Television Programming and Promotion. Jurors for the show honored 4 Grand Trophy winners, awarding Australia and the United States with two Grand Trophies each. In addition, 93 Gold Medals, 112 Silver "Joaquin Bordado", GMA 7

and 104 Bronze Medals were recognized for their distinguished work . GMA Network received two Gold World Medals, a Silver, two Bronzes and several finalists. ABS-CBN received one Gold, three Silvers and several Finalists as well. The remaining Gold and one Silver went to the Power to Unite Catholic Family Bible Group. GMA received the Gold World Award for Coverage of an Ongoing Story, for Jiggy Manicad’s 24 ORAS coverage of Corporal Abeto.  This detailed a fierce armed encounter during last year’s elections in Basilan, which took the life of Corp. Angelo Abeto. The primetime newscast also received a Silver World Medal for Best Newscast, for its coverage of an armed assault on Lanao del Norte. Another Gold for Biography/Profiles went to GMA-owned QTV for INNO SOTTO: A Special Fashion Documentary. QTV also received four other finalist certificates. Meanwhile, GMA’s rival ABS-

Jiggy Manicad "Lastikman", ABS-CBN

CBN received a Gold for Variety Special for its Bantay Bata 3rd Anniversary program. Silvers were received for Boy and Kris, Rubberman and a Bandila investigative report. Established in 1958, NYF is an International Awards Group (IAG) that recognizes the world’s best work in advertising and television programming. Judges are producers, directors, writers, and other media professionals from around the globe.

New York Festival winners GRAND TROPHY Meerkat Manor: The Next Generation Family Programs / Southern Star International (Australia) Jihad Sheilas Best New Documentary/Special / Australian Broadcasting Corp. Planet Earth: The Filmmaker’s Story, Promotional Program / Discovery Network Planet in Peril. Environment & Ecology / CNN TV PROGRAMMER OF THE YEAR: ESPN PHILIPPINES GOLD WORLD MEDAL WINNERS 24 ORAS: Corporal Abeto Coverage of On-Going Story / GMA BANTAY BATA 10TH Anniversary Variety Special / ABS-CBN INNO SOTTO: A Special Fashion Documentary Biography/Profiles / QTV Channel ll Seeking the Filipino Identity Through Music and Arts Cultural Issues / Power to Unite Catholic Family Bible Group SILVER WORLD MEDAL WINNERS Investigative Report on Substandard Food Supplements (Bandila) Inserts: Investigative Reports / ABS-CBN

24 ORAS: Lanao del Norte attacks Variety Special / GMA Boy And Kris Talk/Interview / ABS-CBN Lastikman Action/Adventure / ABS-CBN Eros: To be with you so I can be with you in love Religious Programs / Power to Unite Catholic Family Bible Group BRONZE WORLD MEDAL WINNERS Reporter's Notebook: Pinays for Export Best Public Affairs / GMA Chef to Go: Pesco Vegetarian Meal Magazine Format / GMA january-february '09


globalroundup TBWA\ named ADWEEK's Global Agency of the Year for 2008

Citing "deep client relationships, strong growth, great work and successfully embracing digital, plus seamless leadership transition at the top," industry publication ADWEEK has named TBWA\Tequila the Global Agency of the Year for 2008. Now on its 10th year, the ADWEEK honor considers a variety of indicators: net growth (both from new business and existing accounts); agency management; creative quality (both in traditional creative and creative innovation, such as new ways to engage consumers); and marketing effectiveness (whether the agency's campaigns make money for their clients). The accolade caps a banner year for TBWA, including winning Visa and Pepsi worldwide (both from BBDO, the latter after 48 years!) and bravura creative for coveted clients like adidas, Apple and Sony Playstation. The agency is also one of the fastestgrowing networks in the Top Five. For more on what makes TBWA tick, check out adobo's exclusive with CEO Tom Carroll in the September - October. 2008 Agency of the Year issue.

MIDAS AWARDS It’s all about the money

With finance on everyone’s mind lately, it’s timely that the New York Festivals’ Midas Awards announced its winners on Jan. 2. The only international show for financial services communications on a global scale, the competition awarded entries from 24 countries. One Grand Midas Trophy was awarded, to South Africa’s Jupiter Drawing Room, as well as eight Gold Ingots and 22 Silver Ingots. Another 79 entries were awarded Finalist Certificates.

London Double decker Bus Redesign by Architects Foster + Partners

London’s new mayor, Boris Johnson, launched a competition to design a new bus which he hope woruld be as endearing as the Routemaster. Architects Foster + Partners and the sports car maker Aston Martin, won the competition and unveiled a neoRoutemaster sporting solar panels. The design is now under scrutiny of the London transport circles. The Routemaster, which were withdrawn in 2005, was popular among Londoners but were difficult for small children, elderly people, people in wheelchairs and baby strollers to get on or off. The ‘bendy” buses then served the city but loathed for its design. The London mayor insisted on the new bus to be environmentally responsible, a non-negotiable component of “good design,”. “As the environmental crisis has deepened, it has become impossible to ignore the ecological implications of everything we consume. However gorgeous, witty, ingenious and even useful something is, we can no longer consider it to be a design success unless it is also ethically and environmentally responsible” reported Alice Rawsthorn in the IHT during her coverage for the debate on Good Design at the World Economic Forum in Davos.

[Midas] helps raise the bar to demonstrate how great work in the financial category can be.”

Cliff Freeman & Partners chats with the world through new website

New York agency Cliff Freeman & Partners unveiled its website which features a chat platform. Visitors can interact with various Cliff Freeman employees by clicking on a specific color-coded department such as the account team or creative. Another feature within The Work section is visitors can drag specific spots in the agency reel into a playlist share it with friends.


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Grand Midas "Cubism Manifesto ─ The Power of 3" Direct Mail TJDR, South Africa

Winning for Best Direct Mail campaign, Jupiter took home the Midas Grand Trophy for its “Cubism Manifesto – The Power of 3” for client ABSA Capital. The eight Golds were split around the globe. Jupiter won two Golds; fellow South African firm Velocity Films received two as well, for their TV spot for client Allan Gray. Agencies in Finland and Bratislava garnered one Gold Ingot each, as did two US companies: McCann New York/ MasterCard, and Ologie, a design firm in Columbus, Ohio. Silver Ingots were spread out as well: the US received seven, Germany and South Africa each took home five. The Netherlands, Malaysia, England, Hong Kong and New Zealand took home one Silver Ingot each. Jury member Bob Pullman, Group Creative Director, AKQA San Francisco, commented, “Great financial work is important and could be lost among the many categories and competitors in general awards shows. [Midas] helps raise the bar to demonstrate how great work in the financial category can be.” To see Medalists and Finalists, visit the Showcase section of www.

Words Women Wit

Fifty-five years ago, a 27-year old named Hugh Hefner decided to create a magazine for men. With the simple desire to entertain and distract, Hefner found himself doing much more. His creation became the standard by which all subsequent men’s magazines would be judged. Irreverent, yet never immature; sexy, yet never lewd, PLAYBOY would go on to become the ultimate men’s lifestyle magazine, featuring entertainment, politics, culture, humor and sex ─ all presented with a sophistication and intelligence uncommon to men’s publications before or since. Today, as its new editorial team prepares its fourth issue, PLAYBOY Philippines brings this differentiating high standard to a local magazine scene crowded with men’s titles. Words PLAYBOY’s groundbreaking combination of lifestyle and editorial content has drawn some of the most biggest names in the journalistic, business and entertainment worlds: Marshall McLuhan, Carl Bernstein and

Bob Woodward, Alex Haley, Martin Luther King, Jr. (his last published work before his death), David Halberstam. Rulebreakers like Shel Silverstein, Lenny Bruce, Nat Hentoff, P.G. Wodehouse, Vladimir Nabokov, James Baldwin, Kenneth Tynan, T.C. Boyle, Ken Purdy, W. Somerset Maugham, Vladimir Nabokov and Gore Vidal, as well as local writers and Palanca Award winners, Butch Dalisay, Krip Yuson, Mike Marasigan and Susan S. Lara. Literary icons who have had their works published in PLAYBOY, many exclusively, include Stephen King, Chuck Palahniuk, Ian Fleming, Roald Dahl, Ernest Hemingway, John Steinbeck, Jack Kerouac, Arthur C. Clarke, Ray Bradbury, Joyce Carol Oates, Tom Clancy, Margaret Atwood, Michael Crichton and John Updike. Women Well, yes. You can show celebrities, like Marilyn Monroe, or you can take unknowns and make them into celebrities yourself. PLAYBOY Philippines prefers to do the latter, such as with

January’s undeniably gorgeous Saffi Karina. Wit

Other magazines brand their pictures; PLAYBOY has also become famous for its equally revealing conversations. “The Playboy Interview” and “20 Questions” subjects are movers and shakers of their chosen fields. Martin Luther King, Jr., Malcolm X, Fidel Castro, Jimmy Hoffa (his last before his disappearance), Jimmy Carter, Yasser Arafat, Muhammad Ali, John Lennon, Miles Davis -- the list goes on. Locally, Gloria Diaz, the Apo Hiking Society, Edu and Luis Manzano, Ryan Cayabyab, Atty. Felipe Gozon, Chavit Singson, and Imelda and Ferdinand Marcos have all taken their turns, speaking candidly on anything and everything that came to mind. Even with all the skin, there’s still more to PLAYBOY Philippines than meets the eye. Contact Mia Baluyut at 687-6291 / 6386809 to find out more.

The Makeup Forum Launch Fiama, 19 November 2008 Organizing the country’s first association of professional makeup artists is not exactly sitting pretty in a well-lighted dressing room. “It’s overwhelming, amazing, exhausting, but I am so fulfilled,” says Lourd Ramos whose brainchild The Makeup Forum is. With 17 initial members, professionalizing the craft is a nationwide bid. January sees a new batch of members pending TESDA accreditation.

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WeekDay Out! Yahoooooooo! Last November, a cluster of online agency and client representatives spent an unusual Friday afternoon offline. Yahoo! Philippines’ Day Out welcomed monitor-blinded, deskbound techies of ADMAX, EGG, eTelecare, Havoc Digital, Maxus, Mindshare, Proximity and Samsung. Mixed into four groups, the new teammates “enjoyed” sweat-drenching competitions of lasergun shooting and indoor rock climbing. (At one point, faced with the sheer rock face, Faith Salutillo-Havoc Digital Media turned to teammate Joel Saludares-ADMAX and asked “what’s the game plan?” To which

the latter replied, “Plan? Escape to Madagascar!,” while pointing to a nearby cinema entrance.) All this while snapping pics and uploading them to Yahoo affiliate Flickr, for a photo contest! The third event was the most serious — margarita mixing. After a brief demo from Alex of TGI Fridays, the teams took their turns whipping up drinks (Proximity’s Leah Besa was judged the unanimous winner). While the tequila did not get adobo’s expert judges drunk, it did give rise to an impromptu Yahoo! yodel-off. Must have been the fudge.

events calendar Cannes Lions 2009 56th Cannes Lions Festival 2009 Online Registration: Opens 08 January 2009 Online Entry: Opens 29 January 2009 Event: June 21-27, 2009 Cannes, France adobo Design Competition Theme : Reduce Reuse Recycle Deadline : February 11, 2009 Awards Night : February 25, 2009 21st Philippine Advertising Congress (AdCon) PERSPECTIVES: Ano Sa Tingin Mo? Early Bird Registration Deadline: February 24, 2009 Congress Proper: November 18-21, 2009 CAP Convention Center, Baguio City Tel: +63 2 817 7724, +63 2 818 6113 D&AD Awards Deadline for Delivered entries : February 11, 2009 3rd Student Advertising Congress February 18, 2009 St. Paul College Manila Tel : +63 917 813 5027 AdSpeak '09 Values Amplified Student Convention on Values Advertising February 21, 2009 Student Center Auditorium, Collegio de San Juan de Letran Tel: +63 2 527 7694 Loc 64


adobo magazine 3rd Anniversary: Ad Space Awards Night: adobo Design Competition – Reduce Reuse Recycle Awards Night: adobo Ad of the Year New York Festivals Television Programming and Promotion Awards Presentation February 25, 2009 Tel: +63 2 845 0218 january-february '09

Digital Generation Series DigiGen China February 26-27, 2009 Tel: +8621 6229 1717 email: Creative Guild of the Philippines Kidlat Awards March 5-8, 2009 Boracay, Aklan – Philippines email : Asia Pacific Advertising Festival (ADFEST) March 19-21, 2009 Pattaya Exhibition and Convention Hall, Thailand Digital Generation Series DigiGen Malaysia March 23-24, 2009 Tel: +65 6324 9762 email: The Tambuli Awards 3rd Integrated Marketing Communications Effectiveness Awards (IMCEA) University of Asia and the Pacific Deadline for Entries : April 17, 2009 Awards Night : July 10, 2009 UA&P, Pearl Drive, Ortigas Center Tel : +63 2 6637 0912 loc 393 London International Awards Open for Entries : April 17, 2009 Awards Night : November 16, 2009 Troxy, London The Internet and Mobile Marketing Association of the Philippines (IMMAP) Social Networking Conference April 23-24, 2009 Spikes Asia 1st Asian Advertising Festival Call for Entries: May 21, 2009

Event: September 16-18, 2009 Suntec City, Singapore The New York Festivals Awards Nights: May 21-23, 2009 Email: Clio Awards 2009 - 50th Anniversary May 2009 Las Vegas, USA Fiera De Manila, Inc. 14th Graphic Expo 2009 June 3-6, 2009 Philippine Trade Training Center Tel: + 63 2 899 6216, +63 2 896 0637 email: The Advertising Suppliers Association of the Philippines (ASAP) 2009 Conference July 30, 2009 Hotel Intercontinental, Makati City Tel: +63 2 893 0738 The Internet and Mobile Marketing Association of the Philippines (IMMAP) 3rd IMMAP Summit August 25-26, 2009 Fiera De Manila, Inc. Search Engine Marketing Conference 2009 September 2009 Hotel Intercontinental, Makati City Tel: + 63 2 899 6216, +63 2 896 0637 email: 21st Philippine Advertising Congress Ano sa Tingin Mo? November 18-21, 2009 CAP Convention Center, Camp John Hay Baguio City

ad alike

"Adobo Design Competition" Poster Team Manila, 2007

"Preview Spain: Arts & Culture" Catalog (downloaded from, 2008

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CREATIVE REVIEW by Marcus Rebeschini Chief Creative Officer, Y&R Asia

At just 35, Marcus became the youngest Regional Creative Director in Asia Pacific when he joined Y&R Asia in 2008. Prior to that, he was at TBWA\Chiat\Day New York where he won for the office their first ever gold Lion for print. Marcus also helped win TBWA Singapore their first ever gold Lions, making it a first for both offices. Whilst at TBWA Singapore, he was also part of the team that made the agency the #1 creative agency in that market, as well as earning numerous Agency of the Year citations. His work has won Best of shows and resulted in numerous wins at One Show, D&AD, Cannes, Clios, Media, Adfest and his work has also ranked in the top 5 for both Shots & The Gunn Report. Marcus has been one of the most awarded creative in Asia for the last 5 years. In February 2006 Campaign Brief Asia named him ‘Advertising Person of the Year’ for his consistency over 2 years ranking him as the number 1 creative in Asia Pacific. Marcus has also won a bronze at the world dirt boarding championships in LA. Sorry not feeling it. Visually it’s nice. Boysen Paints “Trees” TBWA\ Santiago Managda Puno


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A lot of ECD’s always tell their creatives that award annuals will stunt their creativity; yet the fact that creatives sent this idea in says to me that they need to ignore their ECD’s and look at more award annuals to see that this type of idea was done in 2002, 2003, 2004, 2005… PhilAm Ascend “PhilAm” Print BBDO Guerrero

Nice execution and I want to like it, yet I refer back to my review on ad 2. Mach 5 Energy Drink “Caravan", "Pedicab", "Sacks” Print Creative Juice Manila

january-february '09



Marcus Rebeschini, Chief Creative Officer, Y&R Asia

Although those fries don’t look too appealing. For everyday work, it’s ok. McDonald’s “Bird’s Nest” Print DDB Philippines

Again, trying too hard for me and yet again, refer to the review on ad 2. Marie Claire Magazine "Lynn", " Vivian", "Zeth" BBDO Guerrero


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Marcus Rebeschini, Chief Creative Officer, Y&R Asia

Woman: Honey, galing akong OB kanina. Sabi niya buntis ako! Di ka ba natutuwa? [Honey, I went to the OB today; and she says I'm pregnant!; Aren't you happy?] Man [in automated female voice]: ALL LINES ARE BUSY AT THE MOMENT. PLEASE TRY AGAIN LATER. ALL LINES ARE BUSY AT THE MOMENT. PLEASE TRY AGAIN LATER. Sulit nga ba ang unlimited? [Is unlimited [calling] really a good deal?]

Man: Ako na naman! Ako na lang palagi! Ano?! Why don't you say something?! MY FAULT, MY FAULT, WHY IS IT ALWAYS MY FAULT?! [What?! Why don't you say something?!] Woman : [choppy] [choppy] [choppy] Sulit nga ba ang unlimited? [Is unlimited [calling] really a deal?]

It’s a nice campaign. A little over acted, but nice idea that again demonstrates the benefit. Red Mobile “Tone/All Lines/Chopsticks” TVCs DM9 JaymeSyfu

january-february '09



Marcus Rebeschini, Chief Creative Officer, Y&R Asia

Even though this is for an advertising course, it would also be a nice idea for everyday recruitment. It’s fun, it’s different and I guess that’s what I haven’t seen with a lot of the work I have just reviewed. So finishing off on that note. I love it; wish I had thought of it myself. BBDO Guerrero “Asymmetrical Art Director Test” Print BBDO Guerrero


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Marcus Rebeschini, Chief Creative Officer, Y&R Asia

Nice thought. I think go back to the drawing board though on your art direction (If the campaign runs again). Yes…yes I get it, it’s supposed to look like a classifieds ad. Perhaps have a look at the David and Goliath Mattel ads, produced in 2001. They worked the logo into the ad much nicer. Other than that, nice idea. Nice way to demonstrate the benefit. A1 Driving School “72 Sedan”, "76 2-Door" Print McCann Worldgroup Philippines

Trying too hard for me. CineManila “Waterworld” Print TBWA\Santiago Mangada Puno

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mediascape photos by Lawin Bulatao What ’s on TV for 2009?

The battle for ratings rages. Both ABS-CBN and GMA have lined up new programs that seek to cement each one’s claimed status as the country’s No. 1 station. The blockbuster team-up of Marian Rivera and Dingdong Dantes return to the tube in Ang Babaeng Hinugot sa Aking Tadyang (The Woman Pulled from My Rib), GMA’s remake of a vintage 1980 Pinoy film. On the ABS side, bankable young team Kim Chiu and Gerald Anderson have a new show, Tayong Dalawa (The Two of Us). Here, the pretty faces fight not to be drowned by some of the greatest actors of Philippine cinema, including Gina Pareno and Anita Linda. Localizing dubbed foreign shows has been lucrative for both stations. Now, both go a step further by filming their own glossy remakes. GMA’s "All About Eve" remakes not the Bette Davis bitchfest, but a Koreanovela about competing TV anchor-women, starring Richard Gomez, Eula Valdez, Jean Garcia, Sunshine Cruz and Iza Calzado. Meanwhile the local version of the hit "Lovers in Paris", will star mega daughter KC Concepcion and network heartthrob Piolo Pascual. Each network also brings a big star back to primetime: Richard Gutierrez in GMA’s Zorro, and Judy Ann Santos in ABSCBN’s "Habang May Buhay", focusing on the lives of Filipino nurses. As for the other players, TV 5 continues its retooling. Some shows have been pulled, and replaced with new entries like Gretchen Barreto’s "You and Me Against the World". QTV is more than happy to be bringing back "American Idol", which posted top ratings last season. Studio 23 will surely add to their fan base with new shows in their popular Fresh-from-the-US Episodes (FUSE) line-up.

Local show wins Best Comedy Programme in 13th Asian Television Awards

Local program Camera Cafe was named Best Comedy Programme at the recent 13th Asian Television Awards 2008 held in Singapore last Dec. 11th. Created to reward TV excellence in the region, the Asian Television Awards draw about 1,400 entries each year from free TV, pay TV and many independent production houses. At least nine jury sessions are held in various Asian cities, where judges from over 15 countries evaluate entries in closed sessions. Among all entries, only five programs across Asia were ultimately nominated for Best Comedy: two from the Philippines (Camera Cafe and GMA 7's Bubble Gang), two Indonesian shows and one from Thailand. As a whole, the Philippines had eight finalists and received three Highly Commended citations: for Bubble Gang, its star Ogie Alcasid, and QTV's reality show Reunions, hosted by Jessica Soho. Mr. Henri De Lorme, CEO of Camera Café producers Euro-Asia Media Group, said: “Nothing compares to winning your first award...competing with the best television programs in the region! This is our first year of broadcast of Camera Cafe in the Philippines... we are truly humbled by the recognition.î “Camera Cafe” airs in over 50 countries worldwide. The Philippine version is on its 5th season, airing daily on GMA 7 and QTV 11.


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The class: The Creative Guild’s Raw School, a 6-month program of Thursday nights designed to whip the young ‘uns into shape. The brief: a full campaign, complete with packaging and activation, for Eagle Fire Extinguishers as a must-have item in every household. Far from being Raw, Iron Creative 2 was a fire-seared creative feast. Duelling the Iron Creative II team of Eugene Demata (DM9 Jayme Syfu), Kat Limchoc (PC&V) and Joel Limchoc (BBDO Guerrero), the student creatives braced themselves for a grilling. The senior team’s Stop the Spread campaign won with two print ads: 1. A wide range of delectably-designed products, and 2. A village carved onto a matchstick.  Rookie writer Nicole Palaoing’s campaign was even similar to that of the senior

team — a similarity that should at least get her a job interview. Neck-to-neck, the judges conceded a tie. The two teams are: DentsuIndio (Kulas Abrenilla, Ryder Aquino/

The night’s winners, with Iron Creatives Kat Limchoc, Joel Limchoc and Eugene Demata, and Raw School principal Third Domingo.

IRON CREATIVE II January 22 * F Word

Peepo David) whose copy ran Buti na lang (may Eagle); and Draft FCB (Camilo Quevedo and James Pereda), with the line “It’s not funny when it’s real.” DentsuIndio’s radio ad even bested that of the Iron Creative II team.  (So proud was DentsuIndio’s Lawin Bulatao of his ‘kids’ that he turned shutterbug for the night, supplying us a plethora of images like any other proud dad.) The challenger teams’ efforts were uniformly good, no two displaying the same campaigns.  The diversity made for tough judging, but the panel

-- composed of Manny Del Rosario/Executive Creative Director, New Thinkers, David Guerrero/Chief Executive Creative Director-BBDO Guerrero, and Tonypet Sarmiento/VP for CreativeSaatchi & Saatchi – ultimately winnowed it down. Congratulations to DentsuIndio and costumeclad Draft FCB! Both teams are now going to the Young Kidlat Competition in March, with registration fees c/o the Creative Guild.  As one of the judges said last night, “See you at the beach!”

painting the town red In this youth-obsessed century, how do you solve the problem of being 157 years old? You reinvent. A History of Firsts The Bank of the Philippine Islands (BPI) is heralded as a banking pioneer. Established in 1851, it has a distinguished history: the oldest bank not only in the Philippines but in Southeast Asia; printer of the first Philippine Peso; financer of the country’s first rail and telephone systems, electric power utility and steamship services; and established the first ATMs, 24-hour convenience banking and mobile phone banking services; among others. While it continues to be respected for its tradition, by a few years ago BPI was losing out to financial institutions deemed more in-step with the country’s burgeoning youth market. Metaphorically, BPI was turning into an island itself, adrift among 7,000 others in the banking industry. “BPI President Aurelio Montinola III thought it was time to revitalize the brand,” says Marie Josephine Ocampo, Senior Vice President for Marketing. Montinola started building on BPI’s heritage -- investing in technology, in training for frontliners, in re-designing even the back offices of branches.

to brightly-lit taxi toppers. “We had to ask, what are our real corporate colors? Gold, white and red. Thanks to Lowe, we got the answer. They recommended that while gold connotes stability, it is difficult to execute. Red was it,” continues Ocampo. “For some reason, banks were following blue and yellow. There are banks that are associated with red, but we decided: let’s take red and take it aggressively!” Next came experimentation with various white and red options. At the expense of the public thinking it made a mistake; and even considering of a smog-filled Metro, BPI did its research. Two different sign options were actually manufactured and mounted on choice branches to test first-hand. “If we approach the Filipino public [as] your beacon of financial confidence, [your] partner, we had do that in a way that is bold and attention grabbing. Luckily Lowe helped us revitalize our signages,” says Ocampo. “It was not easy internally. It was 50% for tradition and 50% for reinvention.” In the end, it paid off. Per Ocampo, “The investment in the customer. Investment is on service

Client in Red With the mission taking shape, the vision quite literally had to follow—to be capped with a new signage. Initially, the effort was a heated debate of whether to keep all the elements identified with the bank, i.e. brass connoting solidity and trustworthiness. However, one side felt the need to project the brand as more friendly and approachable. BPI went back to the drawing board and went to work. “BPI used to retain many advertising agencies, so our look to the public was not cohesive, not unified,” reveals Ocampo. It was time for BPI to project a single look; at the same time, its advertising and design campaigns were pitched. While Y&R was awarded advertising, the plum assignment of overhauling corporate identity and branding went to Lowe Inc. – an unsual choiceof an advertising agency rather than a design firm. Lowe put Creative Directors Steve Clay and Mario Serrano on top of the campaign, which covered everything from branches to signs

It was time for BPI to project a single look; at the same time, its advertising and design campaigns were pitched.

Almost overnight, and in a seamless manner, BPI branches transformed into red-marked spots on the map. Red was a challenge to render, looking good on paper, but with so many prototypes. BPI’s brand group worked closely with agency Lowe and its supplier to ensure consistency. The supplier is another part of the saga. Most of BPI branches are rented, leaving the bank unable to renovate. Installing the signs on existing available

that!?, Ocampo narrates. “If we (jumped onto the bandwagon of using initials), generations from now, people won’t know what BPI really stood for. But spelled out, it’s with pride that we claim that we are the first bank of the Philippine Islands. We are known abroad that we are the Bank of the Philippine islands, BPI for short!,” she adds with mirth. With the emblem – the ‘escudo’, synonymous with old schools (literally and figuratively) — an offshoot of ancient Greece, BPI retains it. “Yes, and we will always use it. That is the seal of BPI. But we removed the box surrounding the emblem. We’re showing that we are willing to move out of the box to make room for the 21st century! And besides, that makes us stand out. Nobody has an emblem anymore,” Ocampo states with conviction. Unless you count the bright red ATMs. BPI pioneered these in the 1980s; now the machines are returning the favor, leading BPI into the 2000s. The bold red shell is more than just attractive: it also stands out from afar even in a dimly-lit underpass or across a crowded mall. For today’s timeshifted generation, branches are a thing of the past; their only physical contact with the bank is the ATM. Warm welcoming and beckoning, reassuringly massive, the ATMs project centuries of stability in a modern, streamlined form.

development as the product. But deciding to communicate it to customers took less than six months. After deliberating on whether to take on a new look for two and a half years, the implementation took less than six months.” Having pitched the account in February 2008, and starting work the next month, the campaign rolled out and the Bank of the Philippine Islands painted the town red by August.

facades and parapets would be a nightmare. With the 21st century come trendy nicknames. Compared with its counterparts, the bank is still known as the Bank of the Philippine Islands. “Even that was an internal struggle. Written in full, it’s awkward and lengthy. But the president asked, “Who else can claim that we are the Bank of the Philippine islands?” So claim it! Why be ashamed of

The Nitty Gritty of It Although BPI started dabbling in a new design in late 2007, it was not taken seriously. A competitive market would prod the bank to reinvent.

BPI Branding and Design Executive Creative Director: Steve Clay Creative Director: Mario Serrano Copywriter: Chan dela Calzada, Steve Clay Art Director: Mario Serrano Producer: Jake Fernandez Accounts: Ralph Camus, Eggie Pe january-february '09


mediascape TV 5: Some hits, some misses

Jeff Cressall GOING HIS WAY A case filed by GMA 7 against this new kid on the block is a sign that Channel 5’s shortlived shake up may actually have done some ratings damage. After six months of promising something new -- including a new CEO, now that Chris Sy has resigned -- here’s a peek at how TV 5’s local shows are doing. Music shows "MP3" and "Rakista" are taking a break, as is "My MVP". Former hit "Shall We Dance’s" refreshed format gained a new target market, which they hope will stay tuned as the show reverts to its old format. The success of "Talentadong Pinoy" hosted by Ryan Agoncillo, suggests that the Pinoy audience is eager to watch a showcase of both plain wacky and quite impressive talents. The weekly timeslot of previous teen shows proved lucky for "Lip Gloss", a "Gossip Girl" knockoff now on its second season. Gretchen Baretto’s gowns and a spectacular set appear to make up for the copycat format of "You and Me Against the World", and John Estrada’s antics in "Everybody Hapi" are a welcome addition. The television business is all about hits and misses, and TV 5 has a few more hits to mint before it can truly claim success.

Keeping the Broadcast Power: KBP’s 34 th TLMC

The Taal Vista Hotel completed its renovations literally minutes before the opening of the Kapisanan ng Brodkasters ng Pilipinas (KBP) 34th Top Level Management Conference. Held Nov. 13-15 in Tagaytay City, 115 delegates from all over the Philippines attended the event dubbed Keeping the Broadcast Power. Marketing and ad executives, media practitioners and tech-experts had their share of healthy industry exchanges, eyeopening trade developments, and the latest word on equipment and production standards. Broadcast personalities graced the event, mostly KBP members and officers, with Butch Canoy-Radio Mindanao Network, Jun Nicdao-Manila Broadcasting Company, Herman Basbaño-Bombo Radyo, Maloli Espinosa-Masbate Community Broadcasting Company, and March Ventosa-ABSCBN, and Atom Henares-NU107. Media personalities present were Andre Kahn, Rey Langit, and Orly Mercado to name a few. Notably, Alex Fernandez-United Laboratories Operating Vice President and Deputy Head of the Consumer Health Division, and Jos Ortega-JWT Chief Executive Officer represented brand communications. Perhaps the draw was the promise of an audience with power, with the KBP touting four big name speakers. Ultimately, only thenSenate President Manny Villar and Senator Richard Gordon appeared. While the former has announced his intentions to run for the top office, the latter kept mum. Villar warned the broadcast industry of the effects of the global financial crisis and prompted early preparation to soften its impact. Gordon on the other hand, prodded media to pursue the need of Filipinos to recognize, then redefine as a nation.


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At his first meeting with a new client, Jeff Cressall found out his agency had been put on notice. Considering that it was the biggest single media account in Australia, it was not a bright start. But carefully and methodically, Cressall and team turned it around -- and the Australian Federal Government went from a losing account to a profitable anchor for Universal McCann. It was a similar comefrom-behind story for the agency’s Unilever business, and in fact for UM itself – which Cressall also turned around on the wave of those two key wins. So he knows something about rough seas. Now, the former agency mailboy and former head of Universal McCann Australia is Asia-Pacific head of Mediabrands -- the new Interpublic Group (IPG) version of management companies such as GroupM and OMD. In Asia, Mediabrands covers Universal McCann and Initiative.

We were in Australia doing a pitch. The global managing partner for the business came down, and she said, “I need to call the States. What’s the area code?” “1,” I said. “Oh, of course it is.” “Well, it won’t be for long!” I had a discussion with a senior client, a regional head based in Singapore, and he expects that in 2009 they will still have growth. [He said], “Our company was 70% USbased five years ago, it’s now

The US will always be important. But the real power base will be where product is consumed, and that’s AsiaPacific.

adobo had a chat with the recent Manila visitor, who takes office at an interesting time: the economy is in turmoil, but Asia-Pacific is moving to center stage. “EVERY morning the first thing I do is check my Blackberry for overnight messages from New York; next is the US stock market. Because obviously what happens there affects us all. We’re optimistic about 2009, but it is going to be tough. But tough times [reward] companies that have got their act together. Acquisitions are cheaper now than they were in 2007. [It’s] also the opportunity for us to build a strong base in China. The population in Asia Pacific is so large that [eventually] America is no longer the center of the world. In 10 years time, forget about it. It’s Asia. … Except of course if you’re in New York.

moved to 50%; in ten years’ time we’re predicting it will be 70% outside the US.” I think there’s lots of companies realizing that. The US will always be important. But the real power base will be where product is consumed, and that’s Asia-Pacific.” Yet Asia has its complications. “Mumbai was terrible. [Two of our key clients] were at the Taj. One was actually taken hostage, and was one of the first group to be rescued; [the other] had just left for the airport. The global head of [another consumer goods giant] was there too, having dinner. He got out when the bomb erupted. It hasn’t affected our business in India yet, but it makes you think… there has to be a carry-on effect.” Internal business challenges One key thing in 2009 is how we manage data: cross-

referencing, managing and using data from us and from our clients. Digital and search provide a huge download of information. Search is working -- but which bit is really working? Are we really getting the right measurements? In a tough year that becomes more important. Sales are probably going to become more important than branding in 2009. For every company, it is about [simply] keeping our doors open. Everyone has big global clients cutting in Asia-Pacific, whether or not [the region] deserves it. So every dollar they spend has to generate results -- faster. One advantage is that we’re one of the few networks with a complete regional footprint. We have offices just about everywhere. But if you look at the top offices, it’s good leadership and good talent. Everyone’s got digital and tools – but in media planning it’s people who come up with the insights. Will clients gravitate more toward large companies and structures? Hope so! We have to make sure we’re talking to clients on a global level, urging consolidation. But the great strength is to have strong local business, that you can service it as you would global business; to make sure each client gets the same tools, process, level of service. You work hard, but you have to have luck. Things have to go your way. What’s next for Mediabrands? Nick Brien, global CEO and Cressall’s boss, is Jury Head for Cannes Media Lions this year. Stay tuned!

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mediascape OMG’s Pathways: the road to purchase

Out of 8 Asian markets, Filipinos generally take the longest time to make purchase decisions. They can take up to 12 months to buy real estate and about 6 months for a car purchase. On buying grocery food items, we need only 5 hours from desire to taking action. On alcoholic drinks, we spend more time on deciding which drinks to purchase. On personal grooming, Filipinos spend the most time on research of 8 Asian markets. TV is still the most crucial in influencing purchase. But for heavier purchases like real estate, financial products and cars, Filipinos listen more to word of mouth These were just 5 findings that surfaced in Pathways, a consumer study run in eight Asian markets by the Omnicom Media Group (OMG) and launched Nov. 13. Over 5,000 respondents were surveyed in the region, including China and India. Of these, 500 respondents aged 15-49 were interviewed in the Philippines by Nielsen. Pathway highlights four different routes to help decode the path to purchase: Quick (instant gratification); Winding (about one month, with consultation of promos/discounts along with basic information):, Long (ex. financial investments), with research and extensive time on decision-making; Long Winding (ex. cars), with consulting not only of print/online, but family and friends, and repeat visits. OMG Research Director Malou AbadQuerijero explains, “The routes provide us an idea how much time and to which touchpoints the consumers allow us to engage them. A long winding path gives advertisers flexibility in terms of time and media, however it may also mean greater investment and effort to them as brands are expected to foster stronger intimacy with the consumers along [that] path.” Hermie de Leon, President/CEO, OMG Philippines says, “Pathway will equip our planners to better understand consumer interactions with various channels and touchpoints through their path to purchase, and thereby, develop a sharper, consumer-centric communications plan.”

2008 Adspend Highlights

Total adspend rises 13% in 2008 The signs may look dire – but what do the numbers say? According to these charts, total ad spending still rose 13% in 2008, with 21 out of Top 25 advertisers raising their budgets. While TV continues to take the lion’s share, radio grew by an amazing 27% this year. And lastly, the Top 20 advertisers include some new names: Herbs & Nature Corp (makers of Fitrum) at #10, the Office of the President at PAGCOR at #16 and 17 respectively. Will the other shoe drop in 2009? Stay tuned and see!

Top 20 Advertisers (2008 vs 2007)

Top 20 Philippine Advertisers based on advertising expenditure RANK ADVERTISER 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

Total Media AdSpend Spots

Unilever Philippines Nestlé Philippines Procter & Gamble Philippines United Laboratories Colgate-Palmolive Philippines Johnson & Johnson Phils., Inc Coca-Cola Bottlers Phils, Inc Smart Comunications, Inc. Herbs & Nature Corporation Mead Johnson Phils., Inc Wyeth Philippines, Inc Globe Telecom, Inc Monde Nissin Corporation Universal Robina Corporation Office of The President Phil. Amusement & Gaming Corp. Jollibee Foods Corporation Tanduay Distillers, Inc. Del Monte Philippines, Inc San Miguel Brewing Corp.

10% 63% -12% 12% 22% 18% 57% 23% 125% 17% -13% -25% 35% 18% -11% 8% 15% 5% 46% -15%

51% 50% 107% 43% -13% 100% 257% 20% 83% 20% 28% 7% 57% -7% 15% 53% 60% 21% 146% 16%

ad nauseum

Friendster staffs up in Asia, CEO moves to Sydney

Singapore - Social networking site Friendster is following the money to Asia. Though based in Mountain View, California, Friendster is looking east. CEO Richard Kimber will be based in Sydney, and 80% of the company’s 2009 hires will be based in the Asia-Pacific. Friendster also announced the launch of Singapore and Sydney offices to manage marketing, sales and business development. Its Manila office, primarily for engineering and operations, will be expanded to handle sales and marketing under country sales manager Narciso Reyes. To view all open positions that Friendster and Xpand are recruiting for, visit www.


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GrossaMAX At first we thought it was racist. Then we found out ebony and ivory are THE SAME GIRL — TV comedian Jinky Oda, who became famous for playing her AfroAmerican appearance for laughs. Now we just think it's scary.

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Asia Media New Business Scoreboard December 2008 RANK THIS MONTH











Sara Lee Australia






Courts Malaysia






PCCW Hong Kong





Pernod Ricard (digital) Hong Kong, Cadbur y Malaysia, Swiss Re Hong Kong Computer Market Aus., MarketLink Phils, Silver Fern Farms NZ, Save The Children HK Courts Mal, 21st Summer Deaflympics Taipei 09 Taiwan, MSD Pharmaceuticals Ind, Nokia Sri Lanka MCYS Singapore, Circulan Philippines, Mitsubishi Electric India, AGL Australia


CIMB Malaysia





COFCO Lohas China, DLF R etail India, Supor China










Sin Management Univ, D&G (Watches & Jewelr y) HK, Baby Boss Taiwan, SkyCity Casino Australia, Zee Tamil India Hyundau NZ, Madman Entertainment Australia, Maybank Singapore

Gillette Tactical Planning Great China, Westfield Australia Swiss Re Hong Kong


Transitions Opticals Singapore





New Balance Australia, Intl. Pharmaceutical Philippines, Tiffany China


Star Cruises Malaysia, Singapore






Bayer China





Red Bull Singapore, Far East Singapore, Gillette Tactical Planning Great China, Oral B Tactical Planning China CIMB Malaysia, Ministr y of Works Malaysia, Tourism Malaysia Taiwan


OCBC Malaysia




Universal McCann


Tiffany China





Dutch Lady Malaysia, Boehringer Ingelheim Philippines, Spring Singapore, ING India Dove Philippines, Swarovski (Asia Pacific), Lacoste China, Goodyear Indonesia


Dell Asia



MEDIA AGENCIES Carat topped out the year end media agency ranking for the first time in history – with massive wins from Kraft, Amway and Beiersdorf in China, along with Muthoot India and Australia Tourism. OMD landed both Intel and VISA globally this year and finished second in the rankings. Regional giants Mindshare and Zenith Optimedia made up the top four. METHODOLOGY The R3 New Business League has been compiled each of the last 75 months using data supplied by 26 multinational agencies on a monthly basis to R3. In addition, this data supplied is balanced against Client Estimates, Nielsen ADEX, discounted to appropriate levels and then converted to a revenue estimate. R3 strives to be accurate in all reporting, but welcomes comments and questions. Please write to or visit for more information or to download a soft copy. R3 is the leading independent consultancy focused on tracking of agency performance, and marketing ROI for clients across the region.

GLUED TO YOUR MONITOR? visit adobo at


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Fernando Amorsolo: the brand by Jose Ardivilla



Fernando Amorsolo’s mark in Filipino culture is unquestioned. His works have been fawned over by clients ranging from socialites to business magnates.  The country’s very first National Artist for Visual Arts is no slouch.  He was prodigious in providing art works that have appeared everywhere from gallery halls to newsprint.

f you were to examine the vast collection of Amorsolo’s paintings, the ideal of a quiet rural life dominates the canvas amidst pulsating warm colors. The peasant figures walk across glistening fields, the ladies share a light moment as they tend to the laundry in an unspoiled river.  Unspoiled.  This is Amorsolo’s vision in most of his canvases.  This was his brand of depiction of the Philippines. Apparently, this brand is such a hit.  Perhaps it is safe to say that Amorsolo did not really fit into the “starving artist” schema where the works shall only be recognized after death.  Not Amorsolo.  Consider the demand and his work load: He had been tapped by major dailies during the early part of the century to provide editorial cartoons as well as two popular

Recently, the major museums of Manila held a massive retrospective of Amorsolo’s art. Aptly called “His Art, Our Heart” Amorsolo has seamlessly defined the brand of the rural Filipino idyll. The retrospective has focused mostly of the familiar Amorsolo brand of oil paintings.  However, there has been scant mention of Amorsolo’s contribution in the realm of Philippine advertising.  Omission is a telling procedure.  Perhaps to focus on the “high art” of oil painting, Amorsolo’s venture into graphic design and illustration has been deemed trivia or interesting footnotes.  After all, the “Art World” has deemed that oil paintings fetch a substantial fee for collectors rather than, say, postage stamps or posters. The Lopez Museum did offer a glimpse of Amorsolo as commercial illustrator.  His comic strips are polar from his oil paint-

comic strips. He has rendered design for advertising.  He has painted canvases that were sought after by people of power.  His works have been snapped up and reproduced in several calendars, thus widening his exposure.  To top it all off, he was also an educator, serving as Dean of the University of the Philippines’ School of Fine Arts. The patronage for Amorsolo has ensured a steady flow of income.  Even at the time of major upheaval, Amorsolo still managed to paint massive canvases of beautiful scenes during the years of intense hardships of World War II.

ings in depicting of Filipino life. But one thing connecting them is Amorsolo’s steady, deft hand in rendering two different art forms.  His lines are confident, almost technical, but still convey the necessary message.  Same goes for his oil paintings, which have a clean, crisp sheen. The retrospective highlighted several aspects of Amorsolo’s life and works.  Going beyond the adulation for his colors and mastery, The National Museum’s collection offered a different perspective on Amorsolo’s preparatory drawings.  Alongside the portraits he did, the gallery hung Amorsolo’s studies of

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the subject. Therein lies how Amorsolo would render his brand of art. Amorsolo was very observant and took pains in the details of his subjects.  He notes how the eyes offer a certain hue of brown, how a certain lady’s earrings have a platinum finish.  It is almost like staring at biological charts labeling the parts.  The cold precision of Amorsolo shows his need to correctly capture the ideal of the sitter or the subject.  His commercial illustrations have that feel of focused attention to detail. His lines are steady and consistent.

that this most Filipino of artists was invited to endorse an American car: Buick’s The Marquette. The print ad copy amplified the artist’s contribution, before noting that such stature could only mean that his artistic tastes would veer towards the car’s “graceful lines, its luxurious appointments, its beautiful color harmonies.” The copy could well have been written for Amorsolo’s paintings. If one looks at the majority of Amorsolo’s vast oil paintings, you do not sense decay. In the world he fashioned, there is no death, no hardship, and no blight.  Most

Amorsolo’s venture into graphic design and illustration has been deemed trivia or interesting footnotes. It is befuddling to think how Amorsolo managed the time to paint, teach and even have more rackets on the side. Why, even in the great debate between the Classical versus the Modern, Amorsolo stayed silent.  While sculptor Guillermo Tolentino hoisted the banner for Classicism and formalism against Victorio Edades rattling the shackles with his views on modernity, Amorsolo just went about with his obligations. It was interesting that the Modernists did not sling anything at Amorsolo. They said that it was Amorsolo’s brave use of color that set him apart from the “brown sauce” of the paintings of his predecessor Fabian de la Rosa.  Perhaps Amorsolo was just too busy with his deliverables to take part in such academic chest thumping. It is a disservice and an oversimplification to label Amorsolo’s paintings as “happy.”  Amorsolo did paint and sketch certain harrowing scenes from World War II.  The Vargas Museum has shown four of his rare wartime paintings, which capture in tiny square canvases the destruction of Manila. Yet even his most miserable paintings, Amorsolo maintained the finesse of his brush strokes and his almost translucent patina of colors.  Even amidst rubble and burnt walls, Amorsolo renders them beautiful.    So consistent and well-known was Amorsolo's brand of painting,

of his paintings are a celebration of mirth, exultation of hard work, capturing the idyll and making it the ideal. This is the Amorsolo brand.  Amorsolo’s vision as a brand still persists.  You see it in the paintings sold to tourists, depicting a Philippines sans degradation.  His tenacity with colors trickled into a tidal wave, sweeping from the so-called modern painters like Botong Francisco to Arturo Luz’s abstraction of a church in a sunset.  The Amorsolo brand of is sought after by collectors who want “vibrant and positive” art on their walls, reminding them more of an ideal than a reality.  To be one of the Filipino artists most known by the common man?  To have your name become an adjective to describe a manner or quality of painting in the country?  And to have a monument of you by the street that bears your name in Makati – where so many of today’s post-production artists continue to work their own magic with color, precision and light, shaping culture with “vibrant and positive” visions rendered on a slightly updated canvas? That’s just great branding.

JOSE ARDIVILLA graduated cum laude from the UP Diliman College of Fine Arts. He now teaches Humanities and Philippine Arts at UP Manila and is a cartoonist and writer. He once fell into a muddy ditch as he alighted from a cab.  The ditch has long since dried up—but Jose hopes he never will.

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From your first issue in 2006 to your latest, you have done very well in introducing this quirky industry and its colorful personalities to a global audience. The ASAP has weathered thirty years of diligent service. Together, we serve from our hearts, despite odds. We look forward to sharing more partnerships with adobo magazine! From the 2009 Board of Directors of the The Advertising Suppliers Association of the Philippines

The Older, The Tastier Its charm is now greater than the pun in its name. Its content, richer than its owner. Its appeal has gone beyond where its namesake-dish has traveled. The choice of name has become ominous, if not a selffulfilling prophecy─ As it once again proves an unassailable fact. adobo gets better with age. Nandy Villar Chairman/4As Managing Director/McCann Erickson

IMMAP lifts our hats to another year of ADOBO! We congratulate you as you reach another milestone and continue to break barriers in paradigms and creative thinking. May you have more anniversaries and success as you archive the chronicles of the advertising and marketing industry in the Philippines. Cheers! Donald Lim Founding President, IMMAP


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the bigger picture


so frequently that it has lost its freshness and originality, like a once sharp object that has lost its edge from overuse. So much for academic background. Turning now to our industry, where for over a century, our practitioners or craftsmen – okay, idea people! – have been churning out messages in all manner and form and media, by the hundreds if not thousands. Is it any wonder that we are all guilty of subsisting on ideas “for hire.” Let us then regard the various product categories that have been fertile ground for the endemic breeding of clichés. Each is marked by characteristics generic to the category.


Hair Products (shampoos, conditioners, etc.). The astute cultural observer John Silva once remarked to his advocacy writing workshop that, were a foreigner to watch our commercials, he would conclude that Filipinos did nothing all day but wash their hair. It is a fact of course that American and

Food, Glorious Food! To the credit of some perspipicacious creatives, the fastfood category has produced some astonishing work that has escaped the siren song of cliché. Easily topof-mind to this day is McDonald’s “Lolo”, on its way to being a classic and now duly internationally rewarded. (It still takes a brave client to trust his agency and approve a commercial without sizzling sounds and visuals of his beloved burger.) Admittedly, many Philippine ads subscribe to the emotional school of “KSP” (kurot sa puso – though also, all too often, kulang sa pansin as well), tearfully tugging at the heart-strings. (Translate that to your expat ECD.) Is KSP not itself on the way to becoming cliché? The viewing of such emotional commercials (even from other countries) elicits hoots of derision from the mostly Caucasian crowd, jeering at the cheesiness of it all. This is not necessarily a sign of their cynicism or glacial emotional temperature,


One wonders what David (The Droga!) would do to slay this Goliath of a cliché.


sk any creative: nothing could be more derisively humiliating than for his ECD or his client to dismiss his work as…cliché! The damning word is resonant of so many dismissive attributes: lousy, hackneyed, seen-it-before, trite, over- used, not original. The condemnation is enough to drive you crazy -- or at least, to the dictionary, where to your dismay and chagrin your worst fears are confirmed. Cliché – from the


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French word cliche meaning to stereotype, of imitative origin. 1:a trite phrase or expression; also, the idea expressed by it 2: a hackneyed theme or situation. Interestingly, the word “hackneyed” (meaning, lacking of freshness and originality), one finds out, comes from the Middle English (1300-1475) hackeney, which is a horse suitable for ordinary riding or driving. An ancient meaning is “one that works for hire.” Thus the word lent itself to another meaning: to make common or frequent use of. To make trite, vulgar, or commonplace. So that’s it: a cliché is an idea that has been “for hire”

European chronicles of turn-ofthe-century Philippines were amazed to observe Filipinos bathing day in and day out along the Pasig River, as if to the water born. To this day, personal hygiene and cleanliness is an obsession. And the pride that women took in their floor length tresses is attributed to the native gugo bark. Centuries later, our TV screens are inundated by waterfalls of hair, slickly rich in volume and magically enabled to swing, sway, dance to jingles and do choreography. Regard the cascades of tresses, curtains of hair strands, twirled into chains of tirintas (braids), pulled this way and that, then unfurled to the obligatory caressing and smelling of fragrant hair as the lovely talent swoons to her astronomical fee. One wonders what David (The Droga!) would do to slay this Goliath of a cliché in Philippine advertising.

as this crowd is also moved, as we have seen., by truly emotional material. I believe it has more to do with the degree of emotion that one must manifest in public (for certainly commercials are a very public form of communication) and the appropriateness and relevance of emotion to the product. Even in emotion, a strain of minimalism can be a more powerful stimulus than a stream of tears or vision of misty eyes, which are much like the swelling of violins in movies. A jaded/sophisticated audience is sensitively attuned and knows very well when they are being emotionally manipulated. Of course, our television screens are awash with loads of food commercials: ice cream, sautéing products, cooking oil, butter and margarine, hotdogs and sausages, fruit salads, tomato sauce…

Four shampoos, one commercial

It is true that David Ogilvy gave us the tip of showing product in use, but the guru also warned us: avoid visual banality. “If you want the viewer to pay attention … show her something she has

our imagination to descend into sloth and indifference. Telecom Products. When Arlen Babst, once a stellar name in Philippine

And after the cooking sequence, come the inevitable “yummy” shots of Dad and kids licking their chops, while Mom in her apron beams with pride and love. Help! never seen before. You won’t have much success with sunsets and happy families at the dinner table.” Heck, can we really get away from the sizzling sounds and pouring sequences (in slow-mo, of course), the panning shots across the steaming cauldron of soup, the cascade of julienned vegetables onto the blazing pan? And after the cooking sequence, come the inevitable “yummy” shots of Dad and kids licking their chops while Mom, ca__ in her SM apron, beams with pride and love. Help! Detergents. Can television formats – talking heads testimonials, sliceof-0life, side-by-side demo – be considered clichés? Writing for detergents cause many creatives to wonder if we were just churning out cliché after cliché. For decades, we bubbled our way through Tide/ Mr. Clean/Breeze/Superwheel/ Ajax/Ariel/Bioluzil/Pride. It is the challenge of the aforementioned formats to imbue our creative materials with surprising insights and executions. The side-by-side demo, particularly the so-called ‘torture test’ allowed creatives to think of the most amazing ideas. Cliches abound only if we allow

journalism, returned to her country of affection after decades away, she was greeted with a sight that instantly alarmed her: a multitude of Filipinos, from every walk of life, simultaneously idling and digitally snapping away with intense concentration on a handheld gadget. Yes, the ubiquitous cellphone. What hath God and technology wrought? Today we are known as “The Texting Capital of the World.” Now the largest-spending category in local media, telecom advertising dominates our airwaves and our consciousness. Alas, it has also spawned its own stock of clichés – mostly, all the situations when one might need to send a message. As with KSP, most materials predictably yank at the heartstrings. In creative parlance, “paiyakan (weeper) blues.” But a few creative materials manage to rise above the lachrymal clutter. Top of mind is the Red Mobile campaign, a series of commercials that open to a tension-filled scene before rising to a climax of hilarity. Putting the money where our mouths are, telecom advertising has engaged in the Battle of Celebrities. Laughing all the way

to the bank are the usual suspects: Sharon, Aga, Martin, Robin, Cesar, Piolo, John Lloyd, Angel, and of course, “Pambansang Kamao” (The National Fist) Manny Pacquiao, who has also a endorsed a videoke machine that has yet to call itself “Pambansang Karaoke.” Beer Advertising. This category also foams to the brim with its clichés. Always it is the barkada (the boys) getting together, rowdy in a ritual of bonding at a party or bar. Intersperse that with erotically suggestive shots of copiously flowing beer, whereupon the room is silenced by the entrance of a sexy woman. A comic quip, then the barkada breaks up into laughter, ending with another toasting shot. Creatives, now more conscious of these clichés, have searched for alternative angles. Rock stars (another beer staple) are used beyond the concert stage. Colt 45’s “Bamboo” commercial, while still set at a bar, transports us to a psychic region, by turns realistic and fantastic, where a man (rock star Bamboo, shown solitarily) connects with his own inner strength. To what extent can you deviate from clichés and still do a great beer ad? Regard Guinness’ “Evolution.” Opening on three men who’ve just quaffed their beer, the ad rewinds fast and furiously to reach the genesis of all creation: man as organism. Then a flash on the darkened screen: “Good things come to those who wait.” (Would that campaign work here? But that’s another subject…) Similarly, liquor ads are lustily notorious for their one durable cliché: the near-naked (as near as standards bodies allow, anyway) woman astride a horse. Or anyone, for that matter.

Real Estate. With the boom in business buildings and subdivision preselling hysteria, there comes a renaissance in print. For media buying, anyway. Creatively speaking, it’s been reduced to formula: architect’s vision plus floor plan, all the beter for consumers to see what they’re buying. Another cliché here is not in the properties’ ads, but in their names. Residential developments are regularly christened with the most honeyed, perfumed names, redolent of (if not directly copied from) European or American places. (If only for this, Rockwell’s towers named for great Filipino artists – Rizal, Luna, Manansala, Joya – get my vote.) Chateau Gateau, anyone? So how to make an obligatory floor plan spring to life? In an impromptu chat, Angel Guerrero gave an example: a traditional – okay, cliché – floor plan was marked with “X” on various areas. The letter refers, cheekily enough, to places that would be great challenges to lovemaking (was this by The Droga, one wonders?) A dash of irreverence and a soupcon of mirth can turn a cliché into a classic. Now if even this ad would be banned by the standards board, we can always replace the ‘X’es with cute little feng shui mirrors. Next issue: “What Makes a Classic Most? CID REYES is an artist, writer, art critic, book publisher and creative consultant. * With apologies to the Blackglama campaign, and thanks to Angel Guerrero, adobo publisher, for suggesting the subject. Thanks also to those who helped in our little FGD. january-february '09


cents and values Impressions of the Youth on a Creative Icon: Raul Castro


by Nanette Franco-Diyco

make it a point to expose my graduating advertising students at the Ateneo to icons of the communications industry. It’s fascinating to get their impressions immediately after a symposium. For this column, I am featuring the Ateneans’ vis-à-vis the very recent visit of Raul Castro, executive creative director of McCann World Group.

“Like a lone orange in a basket of apples, a sore thumb sticking out of a normal- looking hand, a gentle giant amidst a bevy of angry gnomes, his voice [was the] unforgettable trait that set him apart. Audience to his constant, continuous shifting or modulating, we found ourselves becoming keenly observant of this renowned speaker’s quirks, quirks which he himself From his inspiring highlighted as essential to every talk, we were able person, as “ideas” that reside in to reflect on the fact our hearts and will forever occupy a piece of our minds. Thus, we that many values will forever remember him for this “idea”, for that booming gift of a really stem from that effortlessly filled the honesty. Once you’re voice room with genuine laughter and honest, you can admiration, a voice that sought to become imaginative,reveal the truth and did just that. by Cang, Ceballos, Concepcion, be creative with all ...” Donesa, Jose and Medina

the information that you have.

“It isn’t difficult to conjure an image of an advertising person.

logic and magic 13 ways to stay ahead


by Bong Osorio

ig changes have come our way affecting the way we do business, the patterns of behavior in your organization and the manner by which employees must cope with these changes. And from all market and economic indications, 2009 will bring more drastic transformations. You have witnessed the shift to a new economy, where work really is global and technology and new consumer demands have changed the business and communication landscapes. You have seen knowledge and service work take the upper hand, and new approaches create intense worldwide competition. What does this mean for working people like us? Competition for your job can come from anywhere − from insiders, outsiders or talents brought in from other countries or regions of the world. There is no room for sitting around and complaining. It's either “you be bitter or you be better.” As the totality of the Price Pritchett training module will remind you, “The world rewards only those who catch on to what's happening, who invest energy in finding and seizing the opportunities brought about by change. And change always comes bearing gifts.” Created by author and consultancy firm founder Price Pritchett, the model provides guidelines for managing your job amid radical change. Let it be your constant challenge to re-evolve, upgrade and consistently aim for excellence. 1. Go with the flow. Expect your company to keep reshaping, shifting and flexing. You will continue to see restructuring, outsourcing, downsizing, subcontracting and new alliances being formed. You will be reporting to new bosses, dealing with new work groups and carving


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For sure, they’re gregarious, vibrant, speak a mile a minute, and seem to be 8 feet tall, truly larger than life. Meeting Mr. Raul Castro was no exception – he seemed the quintessential definition of an “advertising guy”. Well-dressed, wellgroomed, eloquent, Mr. Castro surely looks the part (and what a part it is, being one of the premiere creative people in an industry where creativity is key). But he not only talks the talk, he walks the walk. “As he entered the room (almost half an hour late, another strangely endearing advertising person trait) he instantly and effortlessly brought the sleepy, anxious room to life. The moment he started speaking, the room was enthralled; with his humor and anecdotes, he held the attention and quickly won the hearts of the roomful of impression-able students. Mr. Castro redefined a popular saying and belief in the ad industry – it’s what you say and how you say it. new careers. These changes require you to be light on your feet and have a high capacity for adapting to change. More than ever, you are asked to master the art of "walking and chewing gum" at the same time. 2. Full commitment to your job is key. In fact, you must aim to always surpass your last great delivery. Your organization may aim to be leaner and meaner, which makes it expect more from each member of the team. The only way your company can hope to compete is through high performance people. If you can't hack the job, there are hundreds waiting in line. There is no room for people who simply put in their time. Passionate job commitment makes you enjoy your work more, serves your best interests, empowers you and brings out your best potential. It is a gift you owe to yourself. 3. Accelerate. Always hit the ground running. Your organization must travel light and quickly cover as many areas. It must speed-up or it gets defeated, or worse, dies. Thus, you are expected to operate with a strong sense of urgency, "learning to fail fast, fix it and race on." 4. Admit uncertainty. There are new expectations, shifting priorities, different reporting relationships. Your world has become “a world with too many moving parts.” You need to create role clarity, take personal responsibility for figuring out top job priorities and plotting a road map to make them happen. Ambiguity or uncertainty, as E.L. Doctorow says, is “Like driving at night in the fog. You can see as far as your headlights, but you can't make the trip the whole way that way.” You need to calibrate the attack to your fast changing job situation, as you best understand it.

Organizations that cannot keep up will be run over and possibly die

5. Adopt an entrepreneurial mindset. Organizations are becoming flatter, with fewer layers; and becoming a small-scale, decentralized business unit. You are encouraged to assume more responsibility for the success of the entire enterprise, urged to look at the big picture and made to consider how you can personally cut costs, serve the customer better, improve productivity and innovate. Thinking of yourself as self-employed, or acting as a company owner,

“Despite how true he was to the slightly clichéd image of an ad person, Mr. Castro proved that he has the substance to back it up. He was not all fluff and pomp, but spoke with sincerity, and truth rang in his words. What a paradox he is! Both affirming and debunking the preconceived notion of an advertising guy, he charmed his way into our hearts and held the room’s attention without breaking a sweat. As the hour and a half flew by, we heard so much insider information and learned so much. It was like we were reporters welcoming a correspondent back from the war front, eagerly hearing it like it really was from one who saw it all... ” By Bautista, Cruz, Lagdameo, Ortiz, Reyes, Sarabia, Mendoza. “Mr. Castro gave a very interesting quote from Aristotle saying that “the aim of art is not to present the outward appearance of things, but their inward significance.” First of all, Mr. Castro did his research, and it was a brilliant quote to insert in his talk. Secondly, this is very true. Ads that only appeal to our outer being seem empty without genuine human substance. Finding the inner meaning of things from genuine people’s experiences is an insight that will inspire our hearts and minds as we get our feet wet into the real world of advertising. To give great ideas is what it means to be great. Having ideas that strike people’s hearts and minds is what it means to be creative. Delving into the core of humanity and reflecting this humanity in ads is almost impossible amidst the world of clutter and competition; that is why the ability to materialize this process serves as the last bullet, the last competitive edge...” By Cristobal, Huang, Palma, Perote, Sevilla, Yu, and Yu. “Why then should we strive for greatness? Why should the ads we make be great? We have to be great because there is nothing that is not capable of boring us. A flash of recollection tells us that this is actually true. An action movie filled with explosions would be boring if it does not do anything for us. A seminar, even from the most brilliant mind in the world, would be dull if he does not appeal to his audience. This talk with Mr. Castro is a perfect example of something that appealed to the audience. He flashed us slides containing taglines from past decades for us to identify what brand they were from. The class surprised him

is the mindset that can serve you best in the months and years to come. 6. Continuing education is critical. What you learned at univer-sity is passe. You must constantly retool to stay competitive. Invest in your own growth, professional development and personal renewal ─ read, attend workshops and courses, volunteer for understudy or apprentice assignments, accept lateral moves to broaden your expertise, ask for learning opportunities and milk them dry, develop “portable skills” in case you need to move out. The more you know what and how to do, and the better you do it, the more valuable you become. 7. Be results-oriented. It is the name of the game. It is not the difficulty of the job or the hurdles you go through for it that count. Your value as an individual will be measured by the results your team delivers. Concentrate on the things you do; you cannot waste time on unnecessary steps or processes. Eliminate bureaucracy and intrigue, and learn to work with other departments. Raised eyebrows, backstabbing or finger pointing must become a thing of the past. 8. Add value. Make sure your work contribution is more than the cost of your salary. It's your contribution that counts, not the hours or years you put in. Add sufficient value to expected deliverables, so that everyone in the organization can realize that something very important would be missing if you left. 9. See yourself as a service center. The better you serve your customers, the better you protect your career. If they are not happy with your work, they can always find other service centers. In the final analysis, client satisfaction is your only source of job security. 10. Manage our own morale. The company is not responsible for

by answering correctly every time, even with the oldest tagline there is. He made his point. These taglines were memorable because they resonated with people’s experiences and desires. It seems simple enough that we wonder how it is a “fresh and imaginative way” to say something. But if we look closely, is it not a sort of breaking away from the normal flow? Conformity is a common tactic for survival. It is also a need for social order. However, one could conform [so] much one loses his own identity, or is pressured to sink into comfortable conformity [and] get scared to shake things up. Sometimes, people are simply afraid to get out of their comfort zones. “Advertising is not just about selling your product; it’s about selling a feeling, a lifestyle, a desire. It is about hitting that sweet spot, about having your audience burst with emotions. It is about being real...” By Lao, Lee, Sulit, Sy, Tiu, Torricer “From his inspiring talk, we were able to reflect on the fact that many values really stem from honesty. Once you’re honest, you can become imaginative, be creative with all the information that you have. You will be confident with what you are saying, with the actions you are presenting. Through honesty, one can get trust from one’s audience, gain more participation from them and engage in more fruitful discussions. This can be seen in the ads he produced like Surf, wherein the commercial greatly connected with its target audience’s reality and gained their trust while doing so...” By Almonte, Burayag, Orquinaza, Real, Sangalang, Velasco NANETTE FRANCO-DIYCO is a faculty member of the Ateneo de Manila University and the University of Asia & the Pacific. She also writes a weekly advertising column in BusinessWorld and a bi-monthly marketing column in Food & Beverage World Magazine.

your morale. It's not your supervisor, not your officemates, not even your closest friends. Pain, anger, frustration and depression come to all of us at some point. It is perfectly healthy to feel them, but not to dwell on them. You must get out of any negative experience, and move on. 11. Aim for perfection. Practice kaizen, the Japanese term for the “relentless quest for perfection.” Every day, bit-by-bit, non-stop. Your company's success depends on the quality of work you do. The better you do it, the better your company performs, and the better for you. If you religiously practice kaizen, your skills will improve to a point where it will be easy to move to another job if it becomes necessary. 12. Be a fixer, not a finger-pointer. It's easier to complain, or point fingers. But business demands people who can solve problems, not just point them out. You are used to expecting management to solve all your problems, which is wrong. If you spot a problem, take the initiative to offer a solution. Bear in mind that “if you are not part of the solution, then we're part of the problem.” 13. Change your expectations. High velocity organizations are in our midst. There is nothing you can do to stop them from evolving. You can only adapt, for organizations that cannot keep up will be run over and possibly die. You can no longer demand “entitlements,” pay raises, bonuses, or promotions if you cannot tangibly prove that you deserve it. Only your job performance will keep your job secure. The Price Pritchett call is something you can heed as you face up to 2009. You must measure up to the new expectations of the fast-changing workplace to make your company stay afloat, if not move ahead. Only then can you continue to be in business, free of excessive worries and living the life you want. As you may agree, “Change is the only constant in this world.” Be not afraid of change. It can bring the gifts of joy, prosperity, and stability if you allow yourself to deserve all these. BONG OSORIO is an active marketing communications practitioner, a multi-awarded educator and writer rolled into one. He currently heads the Corporate Communication Division of ABS-CBN, and is a professor at the University of Santo Tomas, as well as a columnist in the Philippine Star. january-february '09


market mentor

PATRIO-TOURISM: Only in the Philippines by Willy Arcilla

Caramoan, Camarines Sur Photographed by Diane Moraleda


ourism has boundless potential to become a growth engine for our country, but it remains underoptimized. We salute the Hon. Secretary Joseph “Ace” Durano and his team for having attracted three million foreign tourists in 2007, and we support their aspirations to generate US$5 billion in 2008. But we also lament that we still trail our Asian neighbors. What can each of us do to boost tourism? The answer does not lie in foreigners, but in us. We will never achieve a quantum leap in arrivals or dollar receipts without a quantum leap in our own patriotism and love for our countrymen. We cannot expect to attract foreign visitors if we ourselves continue to leave in droves. Before we expect

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others to fall in love with the Philippines, we must lead the way. No one can sell what he or she does not love. Excessive Negativism Sec. Durano has campaigned tirelessly overseas, but sadly, his efforts and that of his team seem to be undermined – not by other countries, but by our own news reporting. All the negative journalism and pessimistic editorials have gotten so bad that not a few neighboring countries now use our bad news – ZTE broadband scandal, the death of a Peace Corps volunteer ─ as their self-serving headlines. I am not saying that wrongdoing should be hidden, but our ‘free’ press has a hidden cost: scaring away tourists and frightening investors; disillusioning our youth and accelerating the diaspora. The influence of media in forming lasting perceptions is

so profound in today’s borderless world that we must be mindful of its consequences. Could the steady decline in newspaper readership be partly due to Filipinos being turned off by an unrelenting negativism? Or could it be simply an absolute decline in the reading public ─ with 10 million Filipinos leaving, partly driven away and demotivated by more than a generation of negative media? Perception and Reality Today, the Philippines is already perceived as a country of incurable graft and corruption, an endless insurgency and worsening Muslim secessionist movement, unsolved kidnappings and unchecked criminality. This is mostly perception, or half-truth at best. The reality is that there are 90 million positive stories unfolding day in and day out, written and lived first-hand by

positive, optimistic Filipinos. Sadly however, perception often IS reality in publicity and media. Press Freedom, Press Responsibility The 2008 recipient of the Ramon Magsaysay Award and a former radio personality herself, Hon. Governor of Isabela Grace Padaca, said, “Media itself is Power. The power of the media should be in the hands of those who will not use it for their own selfish interests.” In fairness to the press, Rhonda Byrne, author of bestseller The Secret, confesses, “When I discovered The Secret (which is the Law of Attraction), I made a decision that I would not watch the news or read newspapers anymore, because it did not make me feel good. The news services and the newspapers are not in any way to blame for broadcasting bad news.

As a global community, we are responsible for it. We buy more newspapers when a huge drama is the headline. The news channels’ ratings skyrocket when there is a national or international disaster. So the newspapers and news services give us more bad news because, as a society, that’s what we are saying we want. The media is effect, and we are cause. It is just the law of attraction in action!” Bad News that is Good News Our neighbors who have raced ahead of us in prosperity also report bad news, but with a major difference. In China for example, corruption scandals are reported only when appropriate punishment has been meted out, e.g., “Mayor of Shanghai Convicted of Corruption!” The message therefore to the local population, including those in government, is: (1) Crime does not pay; while to the foreign community: (2) Come to China ─ it is safe for you to travel and tour, trade and invest. Here in the Philippines, however, the slightest hint of irregularity sets off a media frenzy. Sometimes one cannot help but suspect that members of the media abuse press freedom just to drive the ratings and readership that raise advertising revenues. Half of what one reads in the papers seems to be a ton of bad news ─ the other half is a ton of bad ads. Patriotism Begets Tourism Patriotism means moderating our self-flaggelation in media, but it also requires much more. It also means loving our poor − uplifting them from the squalor that breeds addiction and criminality, which in turn translates into cleaner and safer neighborhoods, as Gawad Kalinga (Give Care) has done throughout the country. Patriotism means our taipans and ilustrados sharing their abundance, not as a handout but to give downtrodden Filipinos the tools to improve their own

purchasing power, and ultimately enhancing the investment climate. Patriotism means paying the right taxes – not because you can control how they are spent, but because only the government can be held accountable for cleaner streets, lighted neighborhoods and safer cities. Patriotism also means enjoining 10 million overseas Filipinos to act as the country’s ambassadors, counting on the potency of Word-of-Mouth marketing to offset the DOT’s paltry resources. Patriotism means protecting our environment to keep our land beautiful. Patriotism, in the context of tourism, means investing in the “HEARTS” of a successful campaign: Hospitality and Hotels, Enjoyable Experiences, Airports and Airplanes, Roads, Rail & RORO, Tour Packages and clean Toilets, Safety and Security. “Only in the Philippines” It is a familiar line, oftquoted by locals and foreigners alike to capture the unbelievable mix of wonder and exasperation that comes with even the most perfunctory visit. Yet in a paradoxical twist, it may also be the best line to drive local and foreign tourism, rekindle patriotism and unify a divided nation. There is also so much natural beauty and goodness that can be found “Only in the Philippines.” The same line arouses curiosity among new prospects, from the estimated 1 billion tourists globally: “what can be found ‘Only in the Philippines’”? It reinforces the experience of past visitors who can attest to our uniqueness, while presenting new and more varied experiences. It is simple and memorable, specific and unique. Albeit used derisively, it is already popular and widely understood, as well as a colloquial “tourist expression” that can be adapted in foreign languages. Importantly, it is campaignable even for domestic

Where else can you find a land as beautiful as its people, and a people as warm as its climate? Where else can you find a nation as multifaceted as its history, and a culture as colorful as her transport? lot. Patriotism calls for feudal landlords addressing the plight of the rural poor, thus addressing the roots of our 40-year insurgency and secessionist movement, and ensuring the safety of tourists in the countryside. Patriotism means stamping out graft to make small and medium-scale investment more viable, thus providing employment, raising living standards, educational quality and

tourism, which represents the normal course of tourism development when locals explore their own land before venturing overseas. Sadly, we Filipinos seem to aspire more to fly overseas -a situation that could change with the economic meltdown. ‘Only in the Philippines’ is the ultimate example of turning a “negative” into a “positive”.

Batad, Ifugao Photographed by Diane Moraleda

Synergy of Domestic and Foreign Tourism “Only in the Philippines” lends itself to widespread adoption by regions and provinces, whatever their unique attractions. The line creates synergy, so that the whole becomes greater than the sum of the parts. “Only in Ilocos – Only in the Philippines” showcases Vigan and Pagudpud. The Banaue Rice Terraces, Mt. Pulag and La Trinidad Valley beckon with “Only in Benguet – Only in the Philippines”. In promoting the majestic Mayon, the pristine Caramoan Islands, and surfing in Daet, we promote “Only in Bicol – Only in the Philippines”. “Only in Panay” can you not only indulge in Boracay, but also experience the ati-atihan. “Only in Palawan” do you find Tubbataha Reef and the world’s longest Subterranean River. The international and local campaigns can become seamlessly integrated, and will mutually reinforce each other to attract both foreign and domestic tourists. Unity in Diversity All local government units can now leverage on the national and global tourism campaigns to promoting their respective hometowns. We emphasize the uniqueness of each region -- but always within the context of one country. While Bicolanos are affirmed by “Only in Bicol”, they themselves will acknowledge the attraction of traveling to experience what is “Only in Ilocos”. “Only in the Philippines” also dovetails neatly into the “One Town-One Product” (OTOP) program created by the Office of the President to promote entrepreneurship, identifying products which small towns can produce at a comparative advantage vs. other neighboring towns. “Christmas Lanterns ─ Only in Pampanga”. “Strawberries

– Only in Benguet” and so on. Sola en las Filipinas! The real excitement is in its global application across multiple languages beyond Englishspeaking nations like the US and Canada, the UK and Australia/ New Zealand. In Mandarin, the line translates neatly to “Jin Zai Fei Lu Bin”, while in Cantonese, it is “Gan Zoi Fei Lud Ban”. In Japanese, it’s “Filipin Dah-Keh”, and in Korean, “Filipin Esoman”. The growing number of Russian tourists might be lured with, “Tolko V Filipine”. In Spain, our slogan is aptly “Sola en las Filipinas”, which can also be used for the entire Latin America. The French can say, “Seulement dans le Philippines”; the Germans affirm, “Nur in der Philippinen” and the Italians, “Soltanto nelle Filipine”. Where else can you find all these and more? Where else can you find a land as beautiful as its people, and a people as warm as its climate? Where else can you find a nation as multifaceted as its history, and a culture as colorful as her transport (vintas and jeepneys)? Where else can you find a workforce as talented as her artists, and an economy as vibrant as her freedoms; fruits as delicious as her chocolate hills and a nightlife as breathtaking as her sunset? Finally, where else can you find a people with pride in her past, a passion for her present, and faith in her future? All these and more, “ONLY IN THE PHILIPPINES”.

WILLY ARCILLA is President of Business Mentors, Inc., a management consultancy with a 25-year career in the Asia-Pacific region. Comments welcome, at january-february '09


Positively refreshing Brand partnerships are commonly attempted. But few are done with such seamlessness and sheer size as this one. Blending Coke's distribution might with bench's teen-star power (and prime billboard properties), the campaign by McCann Worldgroup is a

tsunami of positivity. Franz Decloedt, Group Brand manager of Coca-Cola Export Company, puts it this way: "Even the youth are finding it hard to smile these days. [We] take a bold stand, actively reminding teens to take in what's good and realize there are other

things in life to smile about. We believe that it all begins with an ice-cold refreshment that's known to give out smiles for generations now." The biggest soft drink brand meets the biggest name in teen pop fashion. How can a marketer not smile?

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New York Festival TV Programming awards · adobo Ad of the Year awards · adobo design competition adobo ad community · ad agency bands · DJ Brian Cua · Drinks 7:30p.m. · Wednesday · February 25 · Karrivin Plaza Bldg. C. Pasong Tamo Ext., Makati (same compound as adobo office) RSVP Bea or Mafel 8450218. 3846566 · 09285051547 ·

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adobo magazine, no doubt, is the greatest advertising magazine in the country today. Or maybe in the region. That is why most Public Relations practitioners also read it. Personally, I also send it to my son who works in an ad agency in Boston. So, let’s go, adobo! Jones T. Campos President Public Relations Society of the Philippines 2008-2009

Angel and her team have done a fabulous job in creating an industry-leading publication. The Philippine market represents an important segment of the region’s business, and adobo is clearly well-positioned to grow with it. I look forward to celebrating more anniversaries with adobo! Michael Birkin Chairman and CEO Asia Pacific, Omnicom Group

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adobo is all about giving people new experiences. The chance to hear from the ad community here and abroad, to learn about emerging trends, to showcase the best work from across Asia. It’s an attitude that we at Pepsi can relate to because we celebrate Filipino freedom and individuality. And that’s exactly what adobo has been doing since they’ve started. Good things do come in threes, but we’re certain that the magazine will enjoy continued success in the coming years. From adobo’s friends at Pepsi

Your magazine provides vital information that equips Marketers to plan a proactive stance. The creativity of the Filipino through the articles and features in your magazine is a testament to our resiliency, innovativeness and out-of-the box thinking. MYLENE ABIVA 2009 President Philippine Marketing Association

Globe Telecom congratulates adobo for bringing together advertising and marketing stakeholders under one roof. The issue it churns out every two months, as well as adobo’s regular text messaging and email blasts, keep readers abreast of developments here and in Asia. We appreciate the hard work that the men and women behind adobo put into every issue. Congratulations! Ferdinand dela Cruz Head Consumer Wireless Business Group Globe Telecom


Ad Title: Saatchi "Mind Map" Print Ad / Agency: Ace Saatchi & Saatchi Executive Creative Director: Raoul Floresca / Creative Directors: Trixie Diyco, Tony Sarmiento III Art Directors: Chin Pangan, Andrea Cid, Janette De Veyra / Copywriters: Bia Fernandez, Maan Agsalud, Paolo Agulto / Illustrator: Janette De Veyra / Final Artist: Rico Torres / Print Producer: Denden Obien

january-february '09



copy: One loft, two views. (Bay Garden logo) Ad Title: Federal Land "Sunglasses", "Digicam" Print Ads / Agency: Lowe Manila / Advertiser: Federal Land, Inc. Creative Director: Steve Clay / Copywriter: Francis Inton, Steve Clay / Art Director: Rhio Vargas, Mario Serrano Photographer: Alan Fontanilla, Paolo Gripo / Producer: Anthony Dawe, Jake Fernandez Digital Imaging: Cholo dela Vega, Michael Logaring

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copy: The Reproductive Health Bill. Don't let someone else speak for you. Ad Title: Marie Claire "Mouth", "Head", "Mask" / Agency: BBDO Guerrero / Advertiser: Marie Claire / Creative Director: David Guerrero, Joel Limchoc, Simon Welsh / Art Director: Dave Lopez / Copywriter: Tim Villela / Accounts: Karen Go / Print Production: Al Salvador / Final Art: Manny Vailoces Photographer: Paolo Gripo

january-february '09



To help customers forget their guilt when eating Krispy Kreme doughnuts, we decided to let them lose the calories first. That's why we sponsored a race, with our doughnuts as rewards for the first 360 finishers. Runners were motivated along the way with our markers and continuously encourages with the promise of fresh doughnuts at the finish line. In the end, nobody really cared about the calories they consumed. Ad Title: Krispy Kreme "Marathon" activation campaign / Agency : BBDO Guerrero / Advertiser: Krispy Kreme Creative Directors: David Guerrero, Simon Welsh, Joel Limchoc / Art Director: Joel Limchoc / Copywriter: Meggy de Guzman Print producers: Al Salvador, Cielo Laforteza / Photographer: Digital Minds & Vision / Final Artists: Manny Vailoces, Joy Panaguiton Oliver Brillantes / Accounts: Karen Go

Ad Title: Go Nuts Donuts "Are You My Friend" TVC / Agency: Lowe Manila / Advertiser: Doughnut People Inc. / Creative Director: Steve Clay Art Director: Gari Valderrama / Copywriter: Steve Clay, Gari Valderrama / Agency Producer: Nelson Naungayan / Production House: Filmex Director: Henr y Frejas / Editor: Wacky Tirona / Executive Producer: Ginny Vizcarra

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Ad Title: Vaseline Shampoo “Pollution” Print Ad / Agency: McCann Worldgroup Philippines / Advertiser: Unilever Philippines Executive Creative Director: Raul Castro / Creative Director: Noel Bermejo / Art Director: Noel Bermejo, Gabby Alcazaren / Copywriter: Gerr y Cacanindin Agency Producer: Glenda Consuelo, Lorna Lodronio / Print Producer: Gener Aguila / Artist: Jun Pedraya / Illustrator: Noel Bermejo, Gabby Alcazaren Photographer: Francis Abraham / Print Production House: Femar Integrated, Inc.

january-february '09


Year of



1 iPhone

11 Microsoft


12 Ford

3 Apple

13 Nintendo

4 Disney

14 Target

5 X Box

15 PlayStation

6 Starbucks

16 Mac

7 iPod

17 Turner


18 HP

9 Sony

19 Fox News

10 Dell

20 Blackberry

The Year of Digital Marketing For digital marketing, 2009 will be the year of exponential, breakthrough growth in terms of advertising investments. Previously just full of potential, internet and mobile will break out in a big way to become part of the mainstream media mix. There are three (3) important, fundamental factors here: The Challenging Economic Times: Marketing Accountability We start 2009 under a cloud of uncertainty. Where ad spending is concerned, companies will do one of two things: cut their budgets, or maintain them but demand more accountability, output and results. For many companies it will be a combination of both. More emphasis will be placed on measurability and performance; agencies will be driven towards not just delivering creative advertising output – but creative output that actually builds business. Creative awards will always [be important to] agencies. But in these times, the more important consideration is whether or not our work actually translates to quantifiable, objectively verifiable results. Digital marketing precisely addresses this issue. In digital marketing: • we do not need to rely on a representative sample to measure audience ratings; • we do not need to make what is essentially an “educated guess” on exact readership, circulation, listenership, or “eyeballs.”

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Digital marketing allows us to: know EXACTLY how many people we successfully reach; to tailor campaigns to talk only to the exact customer profile we want; and know not only how many people choose

These trends offer virtually limitless opportunities for brand-building. Broadband connectivity, for example, allows us offer rich, video-based online campaigns – an opportunity previously unthink-

Digital marketing has actually proven itself in the marketplace. The country’s biggest advertisers have started investing in it, recognizing the tremendous efficiencies the medium offers. to interact with our campaign, but how they choose to do so (whether by clicking an ad, or sending an SMS, etc.). This allows us to measure precisely the ROI of a digital campaign, whatever its objective: database building, awareness (exactly how many “eyeballs” saw your ad), or sales generation (via online/ SMS promo campaigns). Continued Rapid Growth of Internet and Mobile Mobile and online represent perhaps the two fastest growing ad media in Philippine history. The two currently reach 63 million mobile phone users (sending close to 2 billion SMS/day) and 23 million internet users, all in less than two decades. Mobile continues to grow not just in numbers but in sophistication. With wider reach come different ways of use (from simple SMS to taking and sending photos and video, surfing and search, etc); easy access to advanced phones make new kinds of campaigns possible. Internet penetration nationwide is growing at breakneck pace, with dropping rates making home broadband widely affordable.

able considering the previous limitations of dial-up internet. Demonstrated Performance Digital marketing has actually proven itself in the marketplace. The country’s biggest advertisers have started investing in it, recognizing the tremendous efficiencies the medium offers. The recently-concluded 2nd Annual Boomerang Awards (see page 110) featured work for Nestle, Pepsi, Clear and San Miguel Beer that was both creative and efficient, delivering measurable, verifiable results. The economic outlook for the country, and the advertising industry, may be negative at worst, or mixed at best, for 2009. But digital marketing offers a glimmer of hope. ART POLICARPIO is 2009 President of the Internet & Mobile Marketing Association of the Phils., with over 80 members. He is also President, CEO and CoFounder of Snapworx, Inc., a Filipino-owned digital media company that pioneered mobile marketing. You may reach him via arpolicarpio@,

Consumers. Prosumers. Simon Bond-Regional Director for Asia, Proximity Worldwide The biggest shift is a shift in consumer power due to the digital platform. The ability to express personal material through digital has caused community-bred sites to storm ahead of traditional media companies. Consumers are becoming critics. We’re living in a creative revolution of expressing ourselves and sharing like never before possible. Consumers now own your brand. In fact, ads are now created by consumers via engagement, while brands harness the power of online through Branded Content and the Blogosphere via involvement with and by the consumers. Carole Ann S. Sarthou-Managing Director, Synovate It is the world of Open Source: consumers are now in control: they are hooked to entertainment and communications gadgets and equipment making them exposed to various forms of media. The higher the economic scale, the wider the exposure. The screen-based generation has arrived and it is socially-linked through the Internet. Today’s media should engage consumers into shaping a brand. From mainstream to My Stream. Barney Loehnis-Network Director Asia Pacific, Isobar Yesterday’s great brands are the ones that told great stories. Tomorrow’s great brands are the ones where consumers are telling the stories. Fans are the number 1 proof of a brand’s success. Creating theater, an arena for a story people can talk about, is essentially what will drive a brand. The continuing success of brands through word-of-mouth (WOM) makes friendship the next advertising. Angeli Beltran-Lambsdorff-Managing Director, DentsuIndio Filipino consumer’s [online] are ever-evolving. They are becoming more and more sav v y, using the Internet as a guide to finding information. A far cry from the start of the millennium, the Pinoy consumer is starting to trust online purchase. Like majority of their global counterparts, they express their consumer experiences through word-ofmouth advertising; and spread opinions through social networks.

iPhone reigns Come on! as the most social brand Let’s Facebook!

How social is your brand? US social marketing consultancy Vitrue recently unveiled its firstever ranking of social brands, the Vitrue 100. The index analyzes social conversations – social networking, blogs, microblogs, photo- and video-sharing sites – and notes how frequently and in

what detail a brand is mentioned. Brands then earn a composite score, which is what Vitrue ranks. So iPhone was ranked as the #1 most Twitter-ed, blogged, Facebooked and YouTubed brand of December 2008. With four brands in the top 20, Apple dominates the list. “A ranking like this begins to bring clarity and credibility to this emerging space. We know marketers need a way to measure success and create benchmarks. While our industry needs directional trends to help define who is doing well and who can do better,” said Vitrue CEO Reggie Bradford. Vitrue’s method counts mentions (rather than positive or negative opinion). For brands like Starbucks and Ford, the conversation might have been more bad news than good. Some powerhouse tech brands were omitted, as they provide the backbone of many social networks. While Google, Facebook and others are top brands, the Vitrue 100 measures companies that use social

technology, not those who are the technology. The ranking also shows that traditional consumer brands – food, retail, etc. – were not high on the conversation meter. After Starbucks and the gadgets, the next highest was Coke at #21 – but nine steps ahead of #30 Pepsi. With big brands rushing toward social networking, this may change by end-2009. In the spirit of social networking, the Vitrue release enabled comments that could be read as well. The main one: “What about Brand Obama?” Here is Vitrue’s answer: “Obama’s score would place him the top. We intentionally excluded public figures from this list of Brands, as adding them (think Sarah Palin, Oprah Winfrey, Britney Spears, Steve Jobs, Michael Phelps, Stephen Colbert) would turn it into a substantially different list. A compilation of the “Most ‘Social’ Public Figures” will no doubt be an interesting list itself. " For the full list and more, visit

Facebook diehards can pat themselves on the back. Campaigns launched on the social network site have helped save children’s lives. Peer pressure, it surely is, but the site has persuaded thousands of users to join groups that endorse membership to tissue transplant registers. Case in point, Facebook users have successfully increased the number of bone marrow and blood donors thereby increasing the chances of a good match for patients in need.

january-february '09


Year of


adobo presents the winners of the first Boomerang Awards, which consider creativity and results in Philippine digital marketing. These are not designed for the printed page, so check out the URLs where applicable to best appreciate them.

BEST INNOVATIVE Pepsi ‘Kill the Sugar’, Cyber • Online game where players got to “kill” SugarBob with various weapons. • Main new media: Online game ( killthesugar/game.html) • Exceeded target participation by 50%, with average of 7 minutes spent on the game. Plenty of buzz in blogs, fora and sites. • Gold Innovative Boomerang 2008 • Agency: BBDO Proximity

Smart Bro Sugod!, Cyber • To communicate the revolutionary nature of broadband internet made prepaid and affordable. • Main new media: Flash banner ads on Friendster and Yahoo, followed in the next month by 3-panel rich media ads (TVC, response form and online game). Targeted email blast in third month drove new leads to the game as well. • Over 700,000 unique interactions from rich media ads on Friendster and Yahoo, at an average interaction rate of 12% (four times the 2007 telco industry average of 3%). Banner ads led to a cost per acquisition 25% lower than ATL. • Gold Cyber Boomerang 2008 • Agency: Havoc Digital (Shen Acosta, Greg Diaz, Jose Joaquin, Ryan Resurreccion) • Client: Smart Communications (Jane Angeles, Ara Sam, Kyle San Diego, Ava Espanola, Carla Yap)

Experience Philippines: HappySlip Blog, Cyber For the Philippine Department of Tourism, the campaign was to help boost tourism specifically among Filipino Americans, a market bored with tacky tourism packages and put off by negative news about the country. This market is extremely internet-sav vy and uses blogs rather than traditional media. Main new media: Viral videos produced with and starring Filipino-American internet celebrity Christine Gambito, a.k.a. HappySlip. The videos were posted on YouTube, Gambito’s personal site and linked to the DOT’s site. In the first four months of 2008, the government site received visits equal to the total number of visits in 2007. Gambito’s visit to the country (documented online) created traffic spikes, with 88.34% of them first time site visitors. In total, the 6-month campaign referred 50% of total tourism site traffic. Silver Cyber Boomerang 2008 Agency: EuroRSCG Manila Managing Director & Chief Creative Officer: Norman Agatep Executive Creative Director: Meong Lacao Business Unit Head: Bambie Paguia Client: Philippine Department of Tourism, Team North America Unilever CLEAR, Cyber To launch a new anti-dandruff shampoo, agency built a full digital platform to encourage personal interaction with the brand. Main new media: Website ( with community-building, game and downloads, display banner ads on yahoomail and site roadblock on Plus first-in-the-industry rich media ads in and • Nearly 300,000 pageviews, from over 100,000 unique users. • Bronze Cyber Boomerang 2008

• •

Agency: New Media Worldwide Account Manger: Jeff Saez and Kaye Quema Production Head: Tom De Leon Programmer: Arwin Abatayo

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Boomerang Awards Digital Showcase Pepsi 1-in-5 Panalo, Mobile • A mobile promo where 1 in every 5 participants was sure to win. P30 million in total prizes were given away, including Motorola cellphones. • Main new media: SMS • Additional sales of +58% in 2 months, 30% above target • Agency: BBDO Proximity • 2007 GSM Awards for Best in Mobile Advertising

Coffeemate Challenge, Mobile • To convert consumers who use milk in their coffee instead of COFFEE-MATE, the brand ran a simple text promo. SMART subscribers were texted one simple question: Milk or COFFEE-MATE? Those who replied were put on one of two tracks: challenged to try COFFEE-MATE or rewarded for loyal patronage. But whatever your answer, you got a sample – and COFFEE-MATE identified a new household. • Main new media: SMS (together with television commercial) • A database of 15,000 coffee drinkers in 3 months; total database of 40,000 in 7 months. Of the 30% of original respondents were milk users, 96% switched and stayed on. Converted users were approximately 18,370 consumers. The campaign also proved a highly efficient way to target homes for sampling. • Silver Mobile Boomerang 2008, 2007 GSM Awards for Best in Mobile Advertising • Agency: WolfPac Mobile, Inc.: Jojit Alcazar, Mich Bustamante, Butch Velasquez • Client: Nestle Phils: Carlos Vergara and Tanya Pablo. 7-11 Doubles Promo, Mobile • A text promo with a twist in the mechanics. Buyers of San Miguel Beer products at 7-11 texted in a store code to earn “promo points.” Each day’s highest pointer automatically won a Nike watch; other prizes escalated with the point levels. The ‘highest pointer’ mechanics drove consumption; weekly SMS ‘score to beat’ updates drove competitive energy. • Main new media: SMS • About P200,000 increase in sales throughout the 5-week Oktoberfest promo. • Bronze Mobile Boomerang 2008 • Agency: Snapworx Digital, Inc., • Clients: Philippine Seven Corp. and San Miguel Corp.

Nescafe 3-in-1 Click Clique, Integrated • Taking a TV campaign online. A community was created within Friendster, where users could create their own alien alter-egos and build new relationships within the community. • Main new media: • In the 90-day promo period, over 24,000 aliens were created, each one carrying Nescafe branding inside their profile. Tens of thousands of teens engaged with the brand, spending as much as 12 minutes per visit. • Gold Integrated Boomerang 2008. Social network engagement case study, ad:tech Singapore 2008. • Agency: Havoc Digital (Shen Acosta, Greg Diaz, Jose Joaquin, Ryan Resurreccion)

Pepsikat Challenge, Integrated • Dance for your 15 seconds of fame, upload the video and get your friends to vote! • Main new media: Website, internet video, online and mobile voting. • Voting exceeded targets by 500%, site traffic exceeded 1000% in only 6 weeks, with no commercial airing. • Bronze Integrated Boomerang 2008 • Agency: BBDO Proximity

january-february '09


Mad About

How Now, Advertising Standards Council? Buzzing around the industry recently were a number of vitriol-laden narratives concerning a newcomer in the arena. Fledgling and already controversial, the Advertising Standards Council (ASC) is the current flavor of industry angst.


he ASC is a tripartite body, composed of the Kapisanan ng mga Brodkaster ng Pilipinas (KBP), the Philippine Assn. of National Advertisers (PANA) and the Assn. of Accredited Advertising Agencies of the Philippines (4As-P). Formed in late March 2008, the ASC was formed to take over media regulation from the Advertising Board of the Philippines (Adboard). The responsibility of screening and clearing advertising materials (broadcast, print, cinema, outdoor and out-of-home, and new media) is now under the ASC. The ASC guiding principles for all members state that: the advertising industry can be best protected by espousing self-regulation; the paramount consideration is the consumer’s interest; content regulation serves to safeguard truth in advertising; rules and procedures exist to facilitate the production and placement of advertisements. The Council functions to: screen advertisements with or without advertising claims; hear disputes on advertisements that pertain to content of the material; and resolve disputes on advertisements arising from procedures of the ASC. When reviewing a case, its primary concern is advertising content, not advertising intent. The ASC has since drafted a 60-page Manual of Procedures to guide screening and disputes. Two industry veterans were quoted in April 2008 giving their thumbs up to the ASC. The insider claimed that, for one: the Council devised means for improved and faster turnaround for clearing; and the another: that in the four years since the KBP’s resignation from the AdBoard, the latter’s self-regulation capability had weakened. Forward to 2009, and no sooner than New Year greetings been exchanged than a torrent of memorable experiences about the ASC followed suit. One such story comes from a Marketing Manager of a trade

114 january-february '09

Protection of brands is in fact on loftier territory than many of the complaints. Transaction flow, confidentiality and customer courtesy are matters of basic efficiency, not moral debate. publication. The magazine had an AOB and a radio commercial to place that were subject to ASC clearance. A newcomer to both pub-lishing and advertising, she had to physically go to the ASC office just to ask questions on procedure, rates, fees, etc. -because despite multiple attempts her phone calls were never answered. Inside the ASC office, she informed the personnel more than once that it was her first time to file for clearance and she had quite a number of questions to ask. Not only was there no manual on the procedure offered for her to study, the ASC personnel did not mask their obvious irritation with her queries. For two 30-second materials, she had to make four

trips to the ASC, spending an average of 3 hours per visit. Same Marketing Manager recalls that on one visit, the ASC office was jampacked with angry clients. Twenty-eight transactions were being serviced at the same time, each taking a lengthy amount of time, and the place was in chaos. Free pizza did not stop one angry applicant from stating that “pag nag-apply kami, ang bilis niyong humihingi ng pera, pero kapag releasing na, sobrang tagal! Ang laki na ng kinikita niyo! (You’re quick to accept application fees, but slow to release materials. You’re making a lot of money!) On this particular visit, said Marketing Manager arrived at the ASC office at 4PM and did not

finish her transaction until 9PM. An Account Executive reports that her client, a local airline, wanted to place in a magazine and requested the publication to wait for its agency to create the ad. The magazine complied. Much to the magazine’s dismay, it learned at the eleventh hour that the client had no choice but to cancel the placement. Apparently, the airline ad featured a claim that would require lengthy screening. No ad meant no placement. No placement, therefore no business. But to industry practitioners, perhaps no story is as hair-raising as this. An agency narrates an instance where, having learned from the ASC that their storyboard had been screened and cleared, they were advised to wait for the material to be delivered to their office. Soon enough an envelope from the ASC arrived, and after opening it, they discovered ad material from a rival agency. Online campaigns present another story. The ASC, under a memorandum of agreement with

Let's get ready to rumble! Raoul Floresca with Saatchi's creatives and maestro Antonio

Publicis JimenezBasic well represented

Direk Marc El Ayari and Kristi Gallaga in the spotlight

ABRACADABRA The Main Event Visual Lights Studio

BBDO big boss David Guerrero with Abracadabra on his mind Pendong Peace!

A captive crowd lined up for more alcohol

the Internet and Mobile Marketing Assn. of the Philippines (IMMAP), monitors new media and website movement and requires clearance of online ad material. “That will take the creativity out of online, which is edgy and guerilla, material that is for [targeted] consumption,” prompts a senior Account person. Perhaps there is no ASC account more blistering than that from a Creative Director now based overseas. On a brief visit to Manila recently, this CD was requested by friends to create a simple, 15-sec TV ad inviting Metro residents to a spectacular holiday fireworks show. The TVC was not selling anything, because the show was free, an altruistic Christmas present. Though the TVC would only air five times, the storyboard, still had to undergo screening. The CD was asked to substantiate the line that read “watch the biggest Christmas lights and

sound show ever.” He explained that a parade several kilometers long, with dozens of floats and thousands of participants, would kick off the show. The ASC panel was adamant, with one screener shouting in anger, “It’s a superlative!” Just when the CD

If we want real change, we cannot just blame the ASC. Ad agencies do not participate actively in screenings. was willing to remove the word ‘biggest,’ he was told to return the next day. In the morrow, carrying the revised storyboard sans the offending seven letters, the ASC panel refused the material pending a written notification that the ad had been revised. Eventually the ad was abandoned in disgust. Once

again, media revenue lost. Another senior Account person laments the proliferation of such incidents, and asks, “Where do we draw the line? Must ads always be safe?” Today’s advertising requires you to engage your market, to create dialog, to create diverse points of view. At this rate, if the market is not encouraged to participate or reflect, they will not recall anything. When agencies start watering down ads and playing safe, that defeats the purpose of advertising. So, who then protects the brand?” Protection of brands is in fact on loftier territory than many of the complaints. Transaction flow, confidentiality and customer courtesy are matters of basic efficiency, not moral debate. Granted the body is new, but it must get up to speed quickly if it is to fulfill its mandate of facilitating the business of advertising. The same senior Account

person is quick to defend the ASC, however. “If we want real change, we cannot just blame the ASC. Ad agencies do not participate actively in screenings. They must volunteer to help effect changes, and push together to be more progressive.” In words more blunt than any Account person would ever use, show up or shut up. When AdBoard was in charge of clearing ads, it was known to have had no permanent screening panel. Screening was conducted by volunteer AdBoard directors who happened to be available ─ a practice that may have affected standards consistency. In con-trast, the ASC has a permanent panel of screeners. As of press time, a dialog has been conducted between concerned parties, with another to be scheduled. The ASC has sent out a call to action. How will the industry respond?


The tiny island-state of Singapore, although renowned for being land sparse, takes great pride in its iconic skyline - literally a collective showcase of the accomplished architects in Singapore. Many of which are members of The Architecture Society of Singapore. When challenged to create the corporate identity, we gained inspiration and created a typebased solution formed by using the negative spaces of the many incredible shapes and angles of buildings within the city. Ad Title: "Directory" / Agency: Leo Burnett/Arc Worldwide Singapore / Advertiser: The Architecture Society Singapore Executive Creative Director: Chris Chiu / Creative Director: Alex Lim Thye Aun / Art Directors: Alex Lim Thye Aun, Tang Kee Hong / Copywriters: Chris Chiu, Alex Lim Thye Aun / Photographer: Tang Kee Hong, Michelle Chow, Anthea Lin / Typographer: Alex Lim Thye Au, Tang Kee Hong Designer: Alex Lim Thye Aun, Tang Kee Hong / Digital Artist/Retouching: Tang Kee Hong / Account Service Credit: Joseph Chua

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Ad Title: "Memory Boost (Library)" / Agency: BBDO Singapore Advertiser: Bayer / Creative Director: Juggi Ramakrishnan
 / Art Director: Ivan Hady Wibowo Copywriter: Sridhar Gopalratnam
/ Photographer: Brock Elbank/Katapolt / Print Production/Digital Imaging: Kin/Eye Candi

Ad Title: Surf “Car ” TVC / Agency: JWT Indonesia / Advertiser: Unilever Indonesia Creative Directors: Juhi Kalia/Randy Rinaldi / Art Director: Leonard Wiguna / Copywriter: Anton Santosa / Agency Producer: Nina Rakhmatika Director & DOP: Lance / Production House: Orange Water Land / Post House: Pyramid Jakarta

husband: Please don't be angry now sweetheart You know it's an emergency call, right? wife: It's always something! husband: Look, my patients are waiting, let's do this later, ok? (husband leaves) Surf. Bright white.

january-february '09



The agency came up with the concept that argues: if hair were truly smooth, nothing would stick to it. To illustrate the point, the agency created a poster that showcases a series of interesting photographs. Each of these pictures also shows a hair clip or hair band that appears to have fallen out of someone’s hair – an obvious result of having really smooth hair. On the poster the following copy message is also visible: “silky smooth hair” Ad Title: Rejoice Shampoo "Hair Clips" / Agency: Leo Burnett/Arc Worldwide Singapore / Advertiser: P&G Singapore Executive Creative Director: Chris Chiu / Creative Director: Alex Lim, Thye Aun / Art Director: Chris Chiu, Alex Lim, Thye Aun Copywriter: Piet Human, Paul Busschau / Account Service: Anirban Mozumdar / Photographer: Jarvis, Groovy Studios Singapore

Ad Title: Axe Krakatoa Call Me "Cafe", "Clothesline" / Agency: Bartle Bogle Hegarty, Asia Pacific / Advertiser: PT Unilever Indonesia Regional Executive Creative Director: Steve Elrick / Creative Director: Peter Callaghan / Art Director : Joseph Tay / Copywriter: Peter Callaghan / Photographer: Teo Chai Huan / Print Production House: Teo Studio Photography / Production Producer: Tay Shu Yueh Digital Imaging: Magic Cube / Agency Producer: Michelle Tan

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Ad Title: Amnesty International "Stamps campaign ("Postman")", Print ad / Agency: Saatchi and Saatchi Bangkok Advertiser: Amnesty International / Executive Creative Director: Steve Hough, Andy Greenaway / Creative Director: Joel Clement, Sumesh Peringeth / Copywriter: Steve Hough, Joel Clement / Art Director: Brandy Vu, Sumesh Peringeth, Linda Pham / Stock Image: Pier Laurenza, Teo Studio / Illustrator: Tran Thanh Truc / Typographer: Brandy Vu, Linda Pham, Sumesh Peringeth

january-february '09



Ad Title: CDR “Checkers” / Agency: JWT Indonesia / Advertiser: Bayer Indonesia Executive Creative Director: Juhi Kalia / Creative Director: Randy Rinaldi Art Director: Leonard Wiguna / Copywriter: Anton Santosa / Print Producer: Gina Virginia / Photographer: Peddy Sur yadinata / Retoucher: Kaisar

Challenge: How to keep your agency name literally "top of mind" both prior to and after a pitch presentation for a new business? Solution: Shave your agency logo into the back of the driver's head who will pick up the prospective client for the presentation.

Ad Title: “Headvertising” / Agency: Ogilvy Jakarta, Indonesia Advertiser: Ogilvy & Mather Jakarta / Creative Director : Gar y Caulfield Art Director: Alfa Aphrodita / Copywriters: Gar y Caulfield, Stevie Sulaiman

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Result: Ogilvy won the busness in last 2 pitches this method was used. Obviously the pitch presentation really won the accounts, but this certainly didn't hurt and was appreciated by the new clients. As it showed the agency had a sense of fun and creativity before and after the official business.

CREATIVE SHOWCASE \ REGIONAL Can award-winning creativity transform a government information campaign? Ad legend and avowed royal supporter Jureeporn Thaidumrong takes the challenge; Joe Dy looks at the results.

Sufficiently Satisfying.

Ad Title: "Mom's Milk", "Grans", TVC / Agency: JEH United Bangkok Advertiser: Thai Health Promotion Foundation Executive Creative Director: Jureeporn Thaidumrong / Creative Director: Jureeporn Thaidumrong / Copywriter: Jureeporn Thaidumrong, Suwit Ekudompong, Showtika Somjid, Adam Siriraka / Art Director: Apiwat Pattalarungkhan, Nittha Pruksacholavit Director: Wisit Sasanatieng / Production Company: The Film Factor y

Having repeatedly demonstrated that ads with local flavor can compete with the best on a global stage, the work of Thailand ad legend Jureeporn Thaidumurong always draws huge anticipation. In 2008, perhaps as a testament to their track record, JEH United was given the task to explain and promote the Thailand government’s Self Sufficiency philosophy.

The first ad was a send-up of a telenovela scene disputing the financial repercussions of what appears to be an unexpected pregnancy, followed with a discussion on how milking one’s breasts into a plastic bag and freezing them for later use is the path to simplicity and balanced life. (You’d have to watch it, I guess.) The heavy-handed copy set against the melodrama provides a smile inducing contrast.

Curiously, the agency veered away from the more familiar technique of maintaining a consistent look throughout a campaign. Opting instead to campaign the big idea, each ad in the series looked and felt significantly different from the rest. From what I can crib off the internet, and pass off as personal knowledge, the Self Sufficiency policy is drawn from the King’s Sufficiency Economy Initiative–a complex concept that has endured a couple of military juntas, each disputing how it should be implemented. It teaches living a moderate, self-dependent life without greed or overexploitation. Anyone expecting to see perhaps the next Smooth-E or Sylvania rib tickler in this campaign, however, would instead be greeted with a series of quirky educational videos densely packed with information.

Succeeding ads include a musical sideby-side about factory work, a diagram about a symbiotic community, a lesson on integrated agriculture, an elderly couple eating organic vegetables, an oddball instructional video on finding household remedies for whatever ails ye (even farting), a film about exercising in cramped spaces, and a game show spoof that lectures on the follies of “being a greedy fool.” Curiously, the agency veered away from the more familiar technique of maintaining a consistent look throughout a campaign. Opting instead to campaign the big idea, each ad in the series looked and felt significantly

different from the rest. Some are serious, others hilarious. A diverse methodology was used to effectively segregate the divergent aspects of the philosophy. Unabashedly hard sell, the campaign doesn’t just preach what to do, but rather it goes the extra minute (or two) detailing how to go about it. It’s a lot to take in, but each lecture was presented in over the top executions, each featuring a cast of what has come to be a staple of Thai ads–Larger than life, expressive and memorable characters with equally memorable faces. While this series isn’t quite in SmoothE’s weight class, it certainly manages to communicate an unwieldy message in a manner that remains uniquely Thai and remarkably engaging. One standout seems to be the Integrated Agriculture spot, which employs a delightful storybook treatment to explain how a diverse crop can make one’s farm self-sustaining, and supportive of a better lifestyle. Pretty clever. The jury is still out on whether the campaign will sustain long-term results. Thailand is certainly a progressive country and under the specter of a looming economic crisis, a self-sufficiency lifestyle may well be a smart way to go. JOE DY is a Creative Director at JWT Manila.

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Can you sell branded sportswear to a nation filled with factories that make it? Can ads for a global brand unite a rabidly nationalistic country? Can a giant billboard lead a country to its first-ever Cannes Gold Lion? Impossible is Nothing.

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Case Studies of Effective Creativity The Brand Unlike other sponsors, adidas has a unique and indeed, historical right to be associated with the Olympics. The partnership between adidas and the Games began back in 1928. Today, when adidas says ‘Impossible is Nothing’, it’s not just talking to competitive athletes: ‘Impossible is Nothing’ is an invitation to every single person, to get up and take advantage of every opportunity to challenge one’s personal impossible. For adidas, the Olympics is as much about the entire nation as it is about the athletes. The Challenge Everyone in China is excited about the Games and want to be part of them. They simply don’t know how.

One month into a planned year-long campaign, adidas already saw encouraging results from its Olympic work. It has overtaken key rivals Nike and Li Ning in being associated with the Olympics. The Brief Leverage the Olympic Games and help make ‘Impossible Is Nothing’ relevant and meaningful to Chinese consumers. (1) To strongly associate adidas with the 2008 Beijing Olympics. (2) To use this Olympic association to create real and growing passion in sports participation. The Big Idea Sports Nation: When all of China comes together, Impossible is Nothing. While other brands focused on glorifying sports stars, adidas celebrated the entire country as a Sports Nation. Adidas wanted every single Chinese person to believe that everyone – athletes AND regular people ─ had to do their part to make the Beijing Olympics a rousing success. The Execution/ Communications Campaign Create a visual language that disrupts Olympic marketing conventions.

Our first step in bringing the Sports Nation idea to life was to create a visual language that shows that - in bringing glory to China - regular people are as important as China’s star athletes. Designed to work powerfully in both 2D and 3D, this visual language was breadth of fresh air in the sea of sameness that was the China media landscape. We leveraged this unique visual language on television, in print, outdoor, in-store, events and a combination of all of the above. Olympic athletes as media: Just because the heart of our Sports Nation campaign is regular Joes, doesn’t mean that athletes don’t play a role. Instead of simply glorifying athletes as medal-winning machines, however, we used adidas’s sponsored athletes as rallying points for the Sports Nation’s passion. In order to do this, we told stories of individual athlete’s journeys to the Olympics, and then used a huge online presence to gather support around these athletes. Creating opportunities for

people to personally experience Olympic sport and competition: Apart from rallying our Sports Nation around athletes, adidas also gave the masses an opportunity to experience first-hand the challenge of achieving one’s impossible. With adidas’s unique Olympic visual language as an anchor, we helped create a street festival in Beijing where people could experience a variety of Olympic sports.

The Results One month into a planned year-long campaign, adidas already saw encouraging results from its Olympic work. It has overtaken key rivals Nike and Li Ning in being associated with the Olympics. According to separate research conducted by the consultancy China Market Research Group, in the three months after adidas’s Olympic advertising first started airing, 50% of respondents correctly identified adidas as the official sports-wear sponsor of the Olympics (40% named Nike and the remaining 10% named Li Ning). More importantly, looking only at those respondents who remember seeing adidas advertising, the percentage of respondents correctly identifying adidas as Olympic sponsor shoots up to about 65%. The campaign is also successfully translating into purchase intent, with 79% of people who are aware of the campaign saying they intend to purchase something from adidas.


adidas Olympic Campaign China Effie Awards Grand Prix, Best Idea adidas Olympic Campaign – Hu Jia / Zheng Zhi / Sui Feifei CANNES LIONS Outdoor – Gold (China’s first Gold Lion ever) ADFEST Poster – Silver; Press – Silver CLIO Print – Bronze (the only agency from China to win) MEDIA SPIKE Outdoor – Bronze; Print – Bronze Plus two Grand Prix and multiple Golds for Outdoor, Print, Poster and Craft in other competitions. Single – Hu Jia ADFEST Poster – Gold, Press – Silver, Print – Silver MEDIA SPIKE Outdoor – Silver, Print – Bronze Multiple Golds in LongXi Awards, HK 4As Kam Fan and Ad Stars (Busan). Single – Zheng Zhi ADFEST, MEDIA SPIKE Bronze, plus multiple Bronzes in other awards Single – Sui Feifei ADFEST Poster – Silver; Press – Silver MEDIA SPIKE Outdoor – Silver; Print – Bronze Multiple Silvers in LongXi Awards, HK 4As Kam Fan and Ad Stars (Busan). adidas Olympic TVC – Together MEDIA SPIKE TV – Silver; TV Craft – Bronze


TVC Executive Creative Director: Yang Yeo, John Merrifield Creative Director: Elvis Chau, Sarawut Hengsawad, Lesley Zhou Copywriter: Lesley Zhou, Sarawut Hengsawad, Nicky Zhang, Michelle Wu Art Director: Elvis Chau, Nie Lang, Xia Zheng, Susie Sun, Amani Qian Agency Producer: Haydn Evans, Diana Chew Account Supervisor: Koo Yeat Mung, Clare Xie Producer: Daniel Bergmann, Mungo Maclagan, Stink Lucia Grillo, Psyop Director: Psyop (Marie Hyon & Marco Spier) D.O.P/Lighting/Cameraman: Alex Melman Editor: Cass Vanini Production Company: STINK Print Executive Creative Director: Yang Yeo, John Merrifield Creative Director: Elvis Chau, Sarawut Hengsawad, Lesley Zhou Copywriter: Lesley Zhou, Sarawut Hengsawad, Nicky Zhang, Michelle Wu Art Director: Elvis Chau, Nie Lang, Xia Zheng, Susie Sun, Amani Qian Account Supervisor: Koo Yeat Mung, Clare Xie Photographer: Mark Zibert Illustrator: Lu Ming Art Buyer: Linda Tan

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The FocusMedia Christmas Cheers 2008 Christmas Cheers is a FocusMedia initiated series of events in the different FocusMedia building network. Ranging from our building sites in Makati, Ortigas and Manila, GKTaPA (Gawad Kalinga Tatalon Performing Arts) and SaBaNa (Sanayan ng mga Batang Nanambakan) were the main performers of the program. GKTaPA and SaBaNa, are centers for street children and child scavengers of Quezon City and Tondo, respectively. The highlight of the event was the world class choral performance of GKTaPA. Most of its members were former illegal drug users, school drop outs and have violent pasts until they were introduced to Gawad Kalinga. The members of the group ages from

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9 to 20 yrs. old, composed of SAGIP and SIGA, a GAWAD KALINGA Child and Youth Development Program. It was truly a Christmas to cheer about! This 3-part mini concert was held at the Food Park of PBCom Tower in Makati, The Medical City in Pasig and Manila City Hall last Dec 15 and 17, 2008. GKTaPA and SaBaNa serenaded the audience with their angelic voices rendering Christmas carols and their choral version of the Enervon Jingle. A boisterous and animated dance contest was organized as well to engage the audience. Exciting trivial games followed allowing the sponsors to inform everyone about their products, even discussing their advertising campaigns. Prizes and surprise gifts

were given away to the winners of the Enervon Challenge’s Q&A. FocusMedia, Enervon Multivitamins are the co-presentors of the said event. With the following Major Sponsors: Unipak, Toy Kingdom, Clear (Unilever), Regent, Universal Robina Corporation, Glade, Yakult, Pepsi, Philusa and Callospa. Toy Kingdom donated toys and lots of gift items to the members of the GKTAPA, and SaBaNa putting smiles on their past-scarred faces. Even the audience and the activity participants were treated to advanced gifts for a very rousing Christmas Cheers, indeed!

january-february '09


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Rick Hawthorne with ASAP guests

Induction of new members conducted by Mart Miranda

Bulit Ballesca and Anna Liza Laxamana

Guests marvel at the bunnies

Allen Velez, Raul Blay and Egay Navalta enjoying a good laugh

Thirty Years Strong, ASAP Rides its Next Wave

Raul Blay of SounDesign, outgoing ASAP President

On its 30th anniversary, the Advertising Suppliers Association. of the Philippines celebrated on the 3rd of December. ASAP members gathered at the Palacio de Maynila to commemorate three decades of struggles, stumbles, small successes, and of course, glorious victories. Inaugurated on the 1st of June 1978, the country’s first non-profit organization of suppliers and service providers for advertising companies was created. Created to address the need for suppliers with the highest standards of trade ethics, ASAP has since stood strong, weathering the ebb and flow of a competitive industry. 11-year old songbird Ellona Santiago

CLASSIFIED ADS 1196 Pablo Ocampo Ext., cor. Zapote St., Makati City Phone: (632) 896 2023 (632) 896 2049 Fax: (632) 895 5134 Contact Person: Maricel Royo

We are looking for: FREELANCE WRITERS Familiar with the advertising beat.

post production

Email resume at

production houses

FISH EYE PHOTO STUDIO ADVERTISING & FASHION PHOTOGRAPHY 2450 Osmeña St., Brgy. Poblacion, Makati City Phone: (632) 895-2222 Fax: (632) 895-4827 Look for Tanya delos Reyes

special events EVENTS POOL (CEL) 09189171232 (FAX) 09189321267

ELECTROMEDIA PRODUCTION 3rd Floor Maripola Bldg. 109 Perea Street Legaspi Village, Makati CIty Phone: (632) 840-5858 Fax: (632) 840-5015 contact persons: Amar M. Gambol Malou I. Domingo

pr & promotions

One-stop-solutions-shop for your marketing services requirements. •Literature Fulfillment/Trade Marketing •Merchandising & Promotions •Events management

STRAIGHT SHOOTERS Media Inc. 2663 Honduras Street, Makati City, 1200 Phils Phone: (632) 844-9360 Fax: (632) 844-9744 Email: call: Gerry de Guia Jun Garra

Q4 F/4 Salustiana D. Ty Tower, Paseo De Roxas, Makati City, Philippines 1229 phone: 830 2291/ 830 2296 call: Madonna Tarrayo/ Grace Quisias mobile: 0920 954 7551 email:

301 The Peninsula Court 8735 Paseo de Roxas 1227 Makati City Tel: (632) 752 0372 to 74 Fax: (632) 752 0375 Contact Persons: Cielo Sanchez, Louie Araneta

Rm. 309 Cattleya Condo 235 Salcedo St., Legaspi Vill., Makati City Phone: +632 813 7619 to 19 Fax: +632 813 8645 Email: accounts@innovisionsinc. net, Call: Vira Arceo, Mabel Fernando, Kat Isla

food / restaurants

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Ground Floor, Net 2 Center, 3rd Ave. Corner 28th Street Crescent Park West Bonifacio Global City, Taguig Tel.: (02) 856 0541 Telefax: (02) 856 0634 0917 800CHEF (2433) Email Website

Advertise in our classified ads section! Call +632 843 9989 or email

january-february '09


CLASSIFIED ADS non-traditional ad medium 285 Brgy. Sta. Cruz Putol, San Pablo City 4000 Laguna Cell: 0921 772 6985 Laguna: 049 246 6878 Manila: 02 699 5035 Telefax: 02 699 5036 Email: Website:

technical sevice & equipment rental

outdoor media advertising

salon / stylist sound production

Argon Animation Inc.

UG 32 Cityland 8 Condominium, 9 Sen Gil Puyat Ave., Makati City Ph: (632) 813-0496 Fax: (632) 893-1734 Mobile: (632) 920-913-4670 Contact: Tim Bennet / President

Unit V, The Gallery Building, Amorsolo Street, Makati City 1229 Tel: +632 844 1091 to 94 Fax: +632 892 5575 Contact Person: Vic Icasas

MacGraphics Carranz International Corp. #80 Service Road, Francisville Subdivision, Mambugan, Antipolo City, Philippines 1870 Phone: 02.681.42.80 / 02.681.32.94 / Fax: 02.681.79.44


Lourd Ramos Hair & Make-up/Stylist Ground Floor, Joya at Rockwell Plaza Drive cor. Joya Drive Tel: 403 0117 / 403 0119 Fax: 403 0120 Mobile: 0918-935603809209004959 Email

Services: Recording, Audio Posting, Sound Design, Radio Production, Jingles, Scores, Songs Unit 241 2/f Milelong Building, Amorsolo St., Legaspi Village, Makati City, Philippines 1200 Tel nos: 8447546, 8447549, 8439357 Telefax: 8448280 website:

63 917 8141000 Unit 3J, LEL Building 1075 J.P. Rizal St cor Camia Guadalupe Viejo Makati City


“We communicate with CLARITY, HONESTY and RESPECT in all accounts” Suite 803 Antel Corporate Centre 121 Valero Street, Salcedo Village, Makati City Email: Tel / Fax #: (632) 8437858 Contact Person: Rockie Caballero +63 926 702 5822

T: 5287-136

MILLET ARZ AGA Fashion Stylist 0917.8388020

Advertise in our classified ads section! Call +632 8450218 or email

UrbanDub Eli's back! But it is his side

NU 107 head honcho Atom Henares

Bamboo speaks

Lourd de Veyra and the Radioactive Sago Project

The Dawn

Los Magno of Out of Body Special receives the Best New Artist award What the hell is going on?! Ramon Bautista and Quark Henares

Raimond Marasigan of Sandwich

Rico Blanco

january-february '09




adobo magazine | January - February 2009  

Issue # 19 The word on advertising

adobo magazine | January - February 2009  

Issue # 19 The word on advertising