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___ A magazine on Advertising, Design, & Brand Communications.

___ www.adobomagazine.com

STEVE JOBS

The man who changed the game

Issue 36 November - December 2011

SPIKES ASIA 2011

4AS-P AGENCY OF THE YEAR

GAME CHANGERS

AGENCY PROFILE

CREATIVE SHOWCASE

PROFILE

Campaigns & Grey

Best Campaigns of 2011

Michael Wall

CREATIVE REVIEW Yang Yeo JWT Shanghai

BANG FOR THE BUCK Pay with a Tweet

INSIGHTS Neil French Chris Foster

ADCONGRESS22 PRIMER

MAD ABOUT Mediocrity

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ISSUE #36 NOV-DEC 2011


Contents COVER STORY

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adobo team President & Editor-in-Chief Angel Guerrero

SPECIAL Steve Jobs Apple Inc.

TOP STORIES

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John Merrifield exits TBWA\

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TBWA is 4As Agency of the Year

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Game Changers

Vice President & Chief Operating Officer Janelle Barretto-Squires

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Spikes Asia 2011

EDITORIAL Associate Editor Abby Yao

MARKETING Sales and Marketing Head Apple Esplana-Manansala

Assistant Editor Jose Paolo dela Cruz

Accounts Executives Jona Loren Atienza Michael Angelo Rey

DIGITALSCAPE

117

Ronalee Zarate-Bayani

Senior Correspondent Harry Mosquera

PROFILES

06

Smart unveils new logo

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Carlos Casas and Martha Atienza

104

Michael Wall Lowe Worldwide

LOCAL

10

Ang Babae sa Septic Tank is PH's Oscar bet

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Grupo Lumina

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TEDxDiliman

44 49

AGENCY PROFILE

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Art Director Lech Velasco

Campaigns & Grey

AdCon22 Primer

CREATIVE REVIEW

4As-P Agency of the Year

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Columnists Cid Reyes Bong Osorio Writer Edelrita Rizo

Marketing and Events Executive Joshua Adriano Business Development Assistant Darlene Barcelon ADMIN Database & Subscription Admin Evelyn Estrada Accounting and Admin Officer Elsa Bagalacsa

Editorial Assistant Cha Felix Contributing Photographers Mark Anthony Bernil, Ram Cambi, Andy Maluche, Nykko Santos, Dindo Villaester Contributing Illustrator Reginaldo Vicente

For advertising, sales, editorial, and general inquiries, please get in touch.

Yang Yeo JWT Shanghai

Telephone +632.845.0218 /

Adobo Magazine

+632.384.6566

Unit C2-A Bldg. C, Karrivin Plaza

Fax +632.845.0217

2316 Chino Roces Ave. Extension

editorial@adobomagazine.com

Makati, 1231 Philippines

sales@adobomagazine.com subscription@adobomagazine.com

CENTERFOLD

REGIONAL

77

Bates to "changengage"

82

80

Chris Foster Saatchi & Saatchi Asia Pacific

PRIVATE VIEW

GLOBAL

101

Euro RSCG Sydney's Steve Coll on PR

102

Neil French

126

Best Campaigns 2011

www.adobomagazine.com

Pauline Lao Jollibee Foods Corp.

122

Logic & Magic by Bong Osorio

124

The Bigger Picture by Cid Reyes

REGULAR FEATURES Adobo Exhibit Adobo Side Dish Ad Nauseum Ads of the Month Bang for the Buck Cloned

Contagious Creative Showcase Nielsen R3 New Businesses Trendspotting Truth in Advertising

MAD ABOUT

134

The word on advertising Mediocrity

Covers printed on premium symbol pearl recycled from Fedrigoni

adobo magazine is published bi-monthly by Sanserif Inc. Š 2011 Sanserif Inc. All rights reserved. No part of this publication maybe reproduced or transmitted by any means

ENTERTAINMENT REVIEW

without 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

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of reliance of information in this publication. The opinions expressed in this

Restaurant: 1521

publication do not necessarily represent the views of the publisher or editor. Advertisements are the sole responsibility of the advertisers.

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Book: Creative Mischief Paul Grubb

Printed on recycled paper Cover photo courtesy of Getty Images (103770533, Justin Sullivan/Getty Images News)


LETTER FROM THE EDITOR-IN-CHIEF

The world lost Steve Jobs this year. A huge blow. He left a huge gap. In our business where we are constantly creating—be it a brand, advertising, a product, an experience—we see a bit of Steve Jobs in our creative self. His sister, Mona Simpson, describes: “Steve worked at what he loved. He worked really hard. Every day.” “He was the opposite of absent-minded.” “He was never embarrassed about working hard, even if the results were failures.” “Novelty was not Steve’s highest value. Beauty was.” “For an innovator, Steve was remarkably loyal. He didn’t favor trends or gimmicks.” “He was willing to be misunderstood.” “Steve cultivated whimsy.” “He had surprises tucked in all his pockets.” “He treasured happiness.” The genius, the innovator, the man that is Steve Jobs has traits that I see in many an ad man. We pay tribute to the man who changed the game in this issue of adobo magazine. Be inspired.

Angel Guerrero Founder, Publisher, Editor-in-Chief adobo magazine

the first time we feature a marketer in our Centerfold: a media innovator in the person of Pauline Lao, Head of Media at Jollibee Foods Corporation. At AD STARS in Busan, global ad guru and controversial Neil French talked about stuff that ticks him off. Digging deeper into people who lead our industry, we have exclusive conversations with Michael Wall, CEO of Lowe Worldwide; and, Chris Foster, chairman and regional CEO of Saatchi & Saatchi Asia Pacific. To set the stage for the final advertising festival of the year, our primer gives a snapshot of what is expected at the Philippines Advertising Congress. This year held in CamSur, the newest and hottest tourist spot in the Philippines. Over 2,000 ad men and women will experience the thrill of water sports and advertising excellence over the four-day festival. Game changing stuff, the kind that our Game Changers in this special issue is made of.

Our year-end issue, brings you the Best Campaigns of 2011, the most awarded and celebrated ads in the world this year, through our Creative Showcase. A comprehensive coverage of Spikes Asia 2011, one of Asia’s most influential creative advertising festival and awards, spread over 26 pages! A tell-all on the Philippine Agency of the Year Awards where TBWA\Santiago Mangada Puno emerged the overall winner with Aspac/Law declared as the inaugural Independent Agency of the Year.

This year we saw Asia and its advertising industry remain strong and robust, with some markets affected by the weak economies of the first world. A year of highs and lows, not our best year for creative work but genius sparks do still come out of agencies like Cheil Korea’s work for Tesco – highly successful and unexpected, a celebration of Asian work. The west shone too, mainly because of Droga5 New York. At Cannes, the pronouncement and push for Creative Effectiveness set the tone for creative awards and for the future of what should matter most in our industry.

We documented an open discussion on the mediocrity of our creative product at the adobo Round Table hosted at 1521, a Filipino restaurant owned by passionate creative and chef Tanke Tankeko. For

As 2011 comes to a close, we at adobo magazine will continue to serve. With this edition, we are serving our biggest issue ever! Enjoy it, and all the best that 2012 has to offer.


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TOP STORIES

TBWA\SMP WINS AGENCY OF THE YEAR / MERRIFIELD EXITS TBWA

TBWA\Santiago Mangada Puno is 4A's Agency of the Year for 2010 The long wait finally came to an end as TBWA\Santiago Mangada Puno was named Agency of the Year at the AOY 2010 Awards Night held at the Shangri-La Hotel in Makati. The win proved to be a pleasant surprise to the agency, which last bagged the local advertising industry’s “most important” award five years ago. Incidentally, TBWA\Santiago Mangada Puno’s return to the top spot broke BBDO Guerrero’s threeyear winning streak. The latter had to settle for Best in Creative this year. Publicis JimenezBasic, on the other hand, yet again proved its ability to transform ideas into impressive, measurable results as it won the Best in Market Performance and Management of Business Awards. This year’s introduction of two additional entries also paved way for more victors in the creative arena. In the end, Ogilvy & Mather won for Digital Excellence, while Aspac

Advertising grabbed the inaugural Independent Agency of the Year award. The Independent AOY was one of the night’s most important citations, with AOY Chairman Melvin Mangada describing the category as “long overdue”. He also noted that it is the organization’s personal ode to “breaking elitist perceptions” that have hounded the AOY in the past decade. Meanwhile, DM9 JaymeSyfu walked away with Industry Leadership & Community Service, while Media Excellence went to MediaCom (Business Performance and Overall) and ZenithOptimedia (Creativity). Other winners include RedWorks (Print Production House of the Year), Underground Logic (Post Production House of the Year), and Unitel Productions (TV Production House of the Year). Once again, HIT Productions stayed true to its reputation as the most awarded sound production house as

it received its 11th Radio Production House of the Year. AOY 2011 was hosted by actors Maricar Reyes and Jake Cuenca, while entertainment was provided by singer Erik Santos.

Creative-at-Large no more

John Merrifield exits TBWA TBWA today announced that after nine years, the network would part ways with Asia-Pacific Creative-atLarge, John Merrifield. “Over the past decade, John has created some iconic work and has helped raise TBWA’s creative profile across the region,” said Keith Smith, TBWA President – International. “On behalf of all of us at TBWA, I want to thank John for his contribution and wish him best in the future.” It was an amicable parting, with Merrifield commenting: “TBWA is a fantastic place to hang one’s hat and what an honor it has been to work with the likes of Lee Clow, John

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November - December 2011

Hunt and all the brilliant creatives we have in Asia Pacific.” He continued, “But you know what? It may just be the perfect time to get wet for a while. I have a feeling the surf’s going to be epic in 2012.” Merrifield began his career at TBWA Japan in 2003, where he was Chief Creative Officer. He later joined TBWA Asia Pacific in 2006 as Creative-at-Large, based in Singapore. The network also announced that the network is not looking to hire someone else for the said position.


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LOCAL NEWS

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TOP STORIES

SMART NEW LOGO

Steve Jobs honored in print in the Phils The passing of Apple founder and long-time CEO Steve Jobs was met with iVigils, tweets and online outpourings of appreciation and grief. Jobs also made the front page newspapers in the Philippines, with special executions by the Manila Bulletin and the Philippine Daily Inquirer on October 7. Manila Bulletin turned to Hong Kong teen Jonathan Mak’s design incorporating Jobs’ profile into the Apple logo. Inquirer used the revolutionary iPad, which transformed tablet computing. Telecommunications leader Smart also came out with a remembrance of the man who changed communications and computing. The ad by DM9 JaymeSyfu features Jobs’ silhouette in shadow against a white background bordered by subtle gradients often used in Apple products. Copy reads: “He lives on in the many extraordinary ways he has changed our lives. Thank you to an icon, an idol, a visionary.” Developed, produced and placed in under 24 hours, the ad is not only excellent for branding but amazing in how the tactical print ad was orchestrated for two broadsheets in so little time.

Smart unveils redesigned logo Smart Communications, the country’s largest mobile communications company, presented its new logo at the Black Eyed Peas concert at the Mall of Asia grounds in Pasay City. Smart also introduced its latest brand ambassador, The Black Eyed Peas’ apl.de.ap, during the event. The updated logo, designed by branding agency Interbrand Singapore, is in a lighter shade of blue with rounded corners. Multi-colored dots, which may be rearranged, take the place of the static parallel lines, reflecting Smart’s diverse offerings.

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“Our new look is an exciting metaphor of our business. From providing traditional telco services, Smart is evolving into a webtelcooffering Filipinos integrated access to call, text, mobile internet, wireless broadband, social networking and mobile commerce services,” said Orlando Vea, Smart Chief Wireless Advisor. The new logo debuted in a campaign starring apl.de.ap. The redesign is the fourth in Smart’s 18year history.

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LOCAL NEWSLINE

Local Newsline Fastfood giant Jollibee buys into Burger King franchise Further cementing its status as the country’s leading fast-food chain, Jollibee Foods Corporation (JFC) recently acquired a majority stake in the Philippine franchise of Burger King for PHP 65.5M. In a disclosure to the Philippine Stock Exchange dated September 30, 2011, Jollibee announced that it has inked the agreement giving the corporation a 54% share in the local franchise of Burger King (BK Titans Inc.). With this recent acquisition, Jollibee is seen to penetrate a niche market, tap the rising affluence of consumers, and expand operations. Presently, Burger King’s menu offerings are priced at least 30% higher than Jollibee’s equivalents.

FEDRIGONI ASIA

Fedrigoni Asia opens in Manila

McDonald’s marks 30th year with reopening of four Anniversary Stores You know a quick service restaurant when you see it: bright colors and plastic everywhere. That is changing today as McDonald’s Philippines celebrates its 30th year, simultaneously re-opening its Anniversary Stores: McDonald’s Makati Cinema Square, Greenhills, North Avenue, and Quezon Avenue. Each of the four McDonald’s Anniversary Stores adapts a different design concept seen in other McDonald’s stores across the world. Comfortable, spacious dining areas, complemented with splashes of colors, dynamic graphics, and architectural accents, the sleek new store designs reflect not only changing lifestyle of Filipinos, but mirror the diversity of its customers who visit the store. Other unique design elements include the signature red blade and white ribbon at the store’s exterior.

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01 Carluccio annual report 02

Advent calendar

Two Filipino ECDs join International AME Awards 2012 Asia Pacific Grand Jury Two Filipino executive creative directors will sit in the 2012 Asia Pacific Grand Jury of the International Advertising and Marketing Effectiveness Awards, (AME) honoring “The World’s Best Work in Advertising and Marketing Effectiveness ”. Brandie Tan, BBDO Guerrero Philippines executive creative director, and Joey Ong, DDB Philippines executive creative director, are joining other prominent Asia Pacific-based advertising and marketing executives during the judging. The Asia Pacific Grand Jury is responsible for selecting the most effective global advertising campaigns within the region.

UPMG smashes PANA to win AdBoard’s first Inter-Association Badminton tilt Using quick volleys and alternating long and short shots, the United Print Media Group (UPMG) emerged victorious and was crowned the first ever champions of the AdBoard’s Inter-Association Badminton Tournament. The tournament is one of the events in the run-up to the 22nd Philippine Advertising Congress (AdCongress22) slated this November in CamSur province.

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Paper tells stories. The way it looks, the way it feels to touch, the way it smells, even the way it makes a sound –speak volumes about the kind of brands clients aspire to be In this digital age, when much of communication takes place in a sterile online environment, and the physical, sensory qualities of paper becomes even more powerful and even more valuable. Established in Italy in 1888, Fedrigoni Cartiere understands that paper is no ordinary medium of communication. Paper can be pressed, bent, cut and folded into almost any form. They can demand your attention, or retire gracefully into the background. They are ultrafunctional as they wonderfully expressive. That is why when it comes to providing a unique

November - December 2011

experience for their consumers, it’s no surprise for top fashion labels such as Prada, Giorgio Armani, and Fendi to prefer Fedrigoni. The paper mill’s marketing arm in the region has opened its Southeast show lounge and representative office in Manila. Located in Fort Bonifacio Global City, The Fedrigoni Asia – Southeast Rep Office has a vast paper collection that will fuel your imagination. Experience over 3,000 individual papers on display and revel in their illustrious collection of Visual Books including the Red Dot Award winner “H”. Visit www.fedrigoni.asia or www. paperideas.it for inspiration. Fedrigoni Paper is distributed in the Philippines by Prestige Paper Products.


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MOVERS

Movers Philippines—DDB Philippines has announced the appointment of PERCIVAL MIJARES, CPA, as Chairman of its Finance, Compensation, and IT Committee. Mijares has been practicing as an independent CFO/CIO/ HR consultant since 2002, with postings in California, Qingdao and Cape Town. He began his career with SyCip, Gorres, Velayo & Co’s audit department and migrated to New York where he held functions in controllership, human resource management, finance, taxation, treasury and corporate planning, rationalization and re-organization. His client roster spans the fields of fashion, distribution, real estate, advertising, and medicine.

ANG BABAE SA SEPTIC TANK OSCARS

Ang Babae sa Septic Tank is Philippines’ Oscar bet

Malaysia—Steve Hsia, COO of Wunderman Asia and CEO of AGENDA Group, announces the promotion of JEK TAN to the role of general manager of AGENDA Kuala Lumpur. Tan, who joined AGENDA Kuala Lumpur less than a year ago as business director, has been a strong contributor to the growth of the Malaysian office, particularly with key accounts such as Microsoft and Toyota. Prior to AGENDA, Tan had run his own digital agency for nine years. At Integricity, he held the role of Operations Director and led brands such as Hilton, Mitsubishi and Starbucks.

Asia Pacific —TBWA has announced the retirement of Austen Zecha, President of TBWA-ISC Malaysia. AARON COWIE, currently Chief Operating Officer, will take over as Managing Director of the agency with immediate effect and will report directly into the Asia Pacific regional management team. In addition, Executive Vice President Datuk Tim Garland has been named Capital Markets Communications Consultant to the Agency, focusing on the developing ASEAN financial markets.

United Kingdom—BBDO/Proximity Singapore has hired SCOTT WALKER as Executive Creative Director on key regional accounts with a focus on the Visa business. Walker, who joins from DDB UK where he was previously Creative Director. The hire of Walker further reinforces the importance of the BBDO/Proximity Singapore office as a regional hub for BBDO Asia and follows earlier moves to strengthen BBDO’s management line-up in the region with the appointments of Joel Kuntz Digital Creative Head and Ho Lian Shi as Head of Digital. Walker has won numerous awards during his time in London and is best know of late for his work in Social Gaming.

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An independent film about indie filmmaking that has met both critical and commercial acclaim. Sounds too good to be true? It gets better. Ang Babae sa Septic Tank (The Woman in the Septic Tank) is now the country’s official contender in the Foreign Language Film category of the Academy Awards. Directed by Publicis Manila President and Chief Creative Officer Marlon Rivera and written by Chris Martinez, the film has been chosen by the Film Academy of the Philippines to represent the country in next year’s Oscars. Ang Babae sa Septic Tank was part of the six initial films that were considered, among them Rosario, Senior Year, Presa, Dalaw, and Ikaw ang Pag-ibig. Two

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additional films made it to the list—“Thelma” and Zombadings 1: Patayin sa Shokot si Remington— both of which started screenings in September. Ang Babae sa Septic Tank raked in various awards at the Cinemalaya Film Festival, including Best Film, Best Director, Best Screenplay, Best Actress and Audience Choice. Through distributor Star Cinema, it also had a successful cinema run, grossing PHP 30.4M. Several countries have revealed the films they are sending to the Academy of Motion Picture Arts and Sciences. The final list of Oscar nominees will be revealed in January 2012, while the 84th Academy Awards will be held on February 26, 2012.


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MOVERS

Movers Australia—Mark Watkin, Managing Director of Whybin\TBWA\ TEQUILA in Melbourne has announced the appointment of JOHN BRIGHT as Head of Digital. Bright, originally from the UK, has strong experience leading key accounts within digital agencies such as POKE and Glue in London. He has accumulated over 14 years experience in the interactive arena working across brands including Orange, Yahoo, Yell, The British Royal Marines and Royal Navy, Adidas, McDonald’s, Virgin Money, McCain, Mazda, T-Mobile and The Royal Mail.

Indonesia—Only a month into his role as technical advisor at Ogilvy & Mather’s Jakarta office, STEPHEN MANGHAM has resigned from the agency. According to a statement from Ogilvy, Mangham supposedly resigned for family reasons, but he insists that there were disagreements on the personal terms. Mangham was the former group chairman at the agency’s Singapore office. Almost simultaneously, GARY CAULFIELD, O&M Indonesia group executive creative director, also left the agency after a successful nine-year stint in the country. Ogilvy & Mather Asia Pacific President David Mayo will temporarily take the reins in Indonesia while the agency searches for the replacement CEO.

Vietnam—Y&R Asia has named MATTHEW COLLIER as the new CEO for its Vietnam office. Collier was Client Services Director at Y&R Dubai, the regional head office for Middle East/North Africa (MENA) where he helped make the agency the most shortlisted and awarded for creativity in MENA for three years running. He takes over the role from Tarun Dhawan who is leaving the company to explore new opportunities. Collier brings over 20 years’ advertising industry experience gained both in Asia-Pacific and MENA including stints at Clemenger BBDO and 141 Worldwide, working with global brands including Pepsi, Coca-Cola, Visa and British American Tobacco.

China—Omnicom Media Group has announced promotions in the senior leadership of its China offices. Arlene Ang, managing director, OMD Beijing has been promoted to the newly-created position of CEO for Digital, Omnicom Media Group, China, while MENTOR ZOU, currently deputy general manager of OMD Shanghai, has been promoted to Ang’s former position.

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NESCAFE SUNSHINE / HSBC OUTDOOR DISPLAY

A sweet and mild formula for coffee

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There is little bitterness in this Nescafe 3-in-1 Sweet 'N Mild spot, one of the most memorable commercial jingles in recent Philippine history. “Sunshine” a.k.a. “Good morning sa inyooooo" (Good morning to youuuuu) is well done, with elements that appear inspired by Hairspray's opening number "Good Morning Baltimore" and Bjork's "It's Oh So Quiet" music video. For Filipinos, singing and dancing in the street is as acceptable as social media tributes, which explains the number of YouTube versions and Facebook pages dedicated to this ad.

Played once in the morning, the musical TV commercial and the full-length radio version are welcome. But played every commercial break, and even at night, the high-pitched singing ensures recall at the risk of polarizing audiences. A campaign whose success and notoriety are both induced by media-rrhea is rare, but take a bow, Publicis Manila. This has become the new standard for popular work.

01 LSS anyone? The new Nescafe musical ad

Outdoor display shines with eco-friendly lights

01 HSBC goes "light" on electricity 01

A large wall display on the side of the HSBC Center in Bonifacio Global City is catching eyes day and night. Designed by artist Robert Alejandro, “Let’s Watch Out for Each Other”, is an outdoor display that aims to grab hold of people’s attention with the use of eco-friendly electroluminiscent light. Perfected to communicate visual, lighted messages with neither glare nor heat, the new technology embodies HSBC and Bonifacio Art Foundation’s commitment to conserving the environment. Observers agree that the technology is revolutionizing the way businesses market their message to target audiences, since electroluminescent

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light can be customized to illuminate any size, shape, color or animated sequence. A project of the Bonifacio Art Foundation Inc. and HSBC, the wall mural display is 143 feet wide and 65 feet tall and is intended to be displayed for two straight years. It is considered to be the biggest outdoor execution of its kind in the country. Despite its size though, the outdoor display consumes between 75 and 90% less electricity compared to any other light source. It does not use any hazardous materials and is also maintenance free. The electroluminescent light panels were supplied by Clear Channels Inc.


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MOVERS

Movers

AD NAUSEUM

AD NAUSEUM

Indonesia—McCann WorldGroup has confirmed that BERNDT SODERBOM, formerly Leo Burnett Indonesia and Kreasindo CEO, will be joining McCann WorldGroup Indonesia to step into the newly created post of President Director from October 3, 2011. Swedish by birth, Soderbom is a highly awarded creative with over 50 prizes under his belt and has over 25 years of experience in Asia. He is the founder-owner of one of Indonesia’s most prestigious independent integrated agencies – Kreasindo, once Indonesia’s third largest agency, with three consecutive ‘Agency of the Year’ awards.

Southeast Asia and Africa— Michael Maedel, President and CEO of JWT Asia Pacific, has announced the appointment of SABYASACHI MISHRA as CEO of JWT Vietnam and Indochina, effective immediately. Current JWT Vietnam CEO Chris Von Selle will be moving to Beirut to take on a new assignment as COO of the agency’s Africa operations. Mishra, most recently chief growth officer for Lowe India, joins JWT with nearly 20 years of multi-market industry experience, leading brands, businesses, teams, offices and clients across Lowe offices in Asia. In 2005, Mishra served as managing director of Lowe Vietnam, where he transformed the office into an award-winning agency and one of the strongest operations in Lowe’s Asia Pacific network.

Early morning fog. The scene of an accident. Debris strewn on a mountain road. Oil leaking. A bloodied man in an overturned car. A dog comes close, licking the man’s wounds. A haunting piano score. Ethereal humming. You want the dog to play the hero, to pull the man out away from the crash site to save his life. But it is not meant to be. Scrawled in

Thailand—Ogilvy & Mather Thailand has promoted its head of client service, PHAWIT CHITRAKORN, to managing director with immediate effect. Chitrakorn, who joined Ogilvy in 2003, has played a pivotal role in the development of famous work for clients such as Thai Life Insurance and Karana Travelgear. In his new position, Chitrakorn will continue his leadership role across the agency’s clients, drive new business growth as well as elevate digital to be an integral part of the business.

Taiwan— Leo Burnett Taiwan announces the hire of DINO JALANDONI as executive creative director. Jalandoni joins Taiwan’s leading agency after a storied career in the Philippines, working across disciplines and on some of the biggest accounts in the market. He returns to the network after heading up creative in the Manila office between 1997 and 2007, working on accounts that included McDonald’s and Procter & Gamble. At McCann Erickson Philippines, Jalandoni led a multi-disciplinary team on some of the country’s biggest accounts, including San Miguel Beer and Coca-Cola brands.

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a script only a horror movie would use are these words: “No amount of luck will help you survive rabies.” In this ad for Animal Welfare Coalition pushing for rabies vaccination, Publicis JimenezBasic proves a point: disgusting is memorable. The element of surprise can make or break an ad. Here, it is the latter, only a lick away from a beautiful disaster.


LOCAL

THELMA / DPWH PHOTSHOP SCANDAL

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Paul Soriano brings advertising discipline to cinema After two years of research, writing and re-writing, and production, Paul Soriano’s second film Thelma, recently debuted in theaters nationwide. The movie marks yet another round of moonlighting for the famed TV commercial director, who first dabbled into movies with 2009’s A Journey Home. Thelma came a little short of two years later and saw not only a much wider release compared to the young director’s debut film, but also much more recognition from the film industry – the film was given an A rating by the Cinema Evaluation Board. Thelma stars Maja Salvador as the titular character, a spirited and talented but reluctant runner from Ilocos, who became an athlete primarily to help her family financially.

Soriano said that his venture into film is similar but also different from his daily grind of TV commercials. “I’m able to take my discipline of advertising, the preparation, the work ethic of advertising, and to bring them to cinema,” shared Soriano, who is also a part of the in-house team of production house Abracadabra. “From pre-production to production to post-production, I treated it like a big commercial,” said Soriano during a quick conversation with adobo. “I’m thankful to advertising because I’m able to bring my discipline into the world of movies,” he concluded. Under Abracadabra, Soriano has directed ads for Western Union, Skin White, Jollibee, Nestlé, Nokia,

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Globe, and Chevrolet, aside from a handful of music videos and station IDs.

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Still from "Thelma"

Here, there, and DPWHere Agency creatives fuel meme A photo release of the Department of Public Works and Highways (DPWH), posted on the government agency’s Facebook page, drew outrage and criticism from netizens and artists alike after blogger Pierre San Diego pointed out that the image was retouched using a photo editing software. The photo in question showed DPWH Undersecretary Romeo Momo, DPWH NCR Director Rey Tagudando, and DPWH South Manila District Engineer Mikunug Macud discussing the damage Typhoon Pedring (international name Nesat) caused to Roxas Boulevard and Manila Bay’s breakwater. Fueled by this online infamy, a Facebook community page “DPWHere” was created on September 30, with members posting their own photo

manipulations of the three DPWH officials. Momo, Tagudando, and Macud have been “Photoshopped” on movie posters, TV show and movie stills, tourist spots, screen shots of video games, and even photos of current events. Members of the advertising community have been quick to contribute their own versions of the photo, including Y&R's Jay Santiago; Seven AD's Argem Vinuya; Ace Saatchi's Gelo Lico; Bates 141's James Bernardo, Jason Drilon, and Noah Valdez; and BBDO Guerrero's Dale Lopez, Bixie Reyes, Ian Sta. Maria, and Corey Cruz, and Joe Dy. 01-02 Samples of DPWH photo frenzy

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NEWBIZ

Newbiz / Pitches Effective Measure debuts in RP Philippines—Local marketers can finally measure online campaign effectiveness as Australian company Effective Measure debuts in the Philippines. Officially launched during the IMMAP Summit, Effective Measure promises to put solid figures behind the otherwise faceless, nameless brand followers on the web. As an innovative digital audience measurement and research firm, Effective Measure leads the industry with a comprehensive representation of the digital marketplace through its Digital HelixTM methodology addressing key industry concerns surrounding unique browser calculation, cookie deletion, cost effectiveness and productivity. ”We focus on emerging markets that experience fast growth but is yet to mature in terms of consumer engagement,” says Russell Conrad, regional director for Southeast Asia.

CHRISTOPHER LAO/TEEN RESEARCH UNLIMITED

Christopher Lao is now informed 01

01 Christopher Lao gets viral

McCann Erickson and Enervon reunite after intense pitch Philippines—McCann Erickson Philippines reclaims full creative duties for leading vitamin brand Enervon after a five-way, two-round pitch. The agency bested Publicis JimenezBasic, Estima, TBWA\Santiago Mangada Puno and incumbent Lowe. The homecoming was also a meaningful one for both brand and agency, which shared a history of successful campaigns in the past . Raul Castro, Executive Chairman and CEO, told adobo, “The Enervon win is very meaningful to us. First because we competed with very formidable agencies. Second, and perhaps more important, the brand was handled by McCann from the 90’s until 2005 when it was lost to another agency. This victory is about the brand coming back home.”

About BPI Auto Loan with free car insurance, that is. Christopher Lao, whose outburst on GMA News in August showed him ranting that he was “not informed” of the depth of a flooded street, is now a commercial star. Lao instantly received a flood of ridicules and taunts from social media users when the clip was aired on TV and uploaded on YouTube. He was vindicated when a former UP Law School dean and his classmates later defended him and vouched for his character. While initially uncomfortable when McCann Worldgroup agency MRM Philippines approached him for the BPI Auto Loans ad

in September, Lao said that he came to a realization and simply “won’t think of what other people will say anymore.” BPI Auto Loans come with free car insurance, including acts of nature coverage. The commercial was launched through BPI’s YouTube channel. The spot is also expected to run in cinemas. Lao plays himself in the TV commercial disguised as a news item, with an actor playing a reporter interviewing him along a flooded street, similar to the original report.  MRM latched on to an appropriate viral story to drive home its message. It seems that this time, Lao will have the last laugh. 

ShoppingLifestyle.com appoints Aktiv Digital as Philippine sales partner Philippines—Aktiv Digital, the leading pan-regional online media sales house in Asia, has been appointed by ShoppingLifestyle.com as its exclusive local sales partner in the Philippines. As one of the most popular lifestyle sites in the region, ShoppingLifestyle.com reaches nearly two million unique users in South East Asia every month. It is the top female-oriented website in Singapore (comScore/Hitwise) and Malaysia (comScore). In the Philippines, ShoppingLifestyle.com reaches 300,000 unique users monthly.

PHD wins Daikin Down Under Asia Pacific—It’s one cool win for PHD as global air-con producer Daikin appointed the firm as its agency-ofrecord for the markets of Australia and New Zealand. The US$ 5M account was won in a two-way pitch involving the incumbent agency, Initiative. Dave Smith, National Sales and Marketing Manager of Daikin said, “PHD came across as a strong agency to partner with. PHD demonstrated innovative and pioneering thinking based on sound insights. Its expertise, reputation and knowledge of the local market will be invaluable in strengthening our brand presence in Australia and New Zealand.” PHD Australia and Spark PHD (New Zealand) will be starting on the account with immediate effect.

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It’s TRU

Bench, Nike and Adidas are top brands for Filipino teens To most Filipino teens, imported brands wield no advantage over local ones, and vice versa. This was among the findings laid out in the first Philippine study by global youth research organization TRU (Teens Research Unlimited), a company under global leader in custom market research TNS. “The TRU Study: 2011 Philippines Teen Edition” revealed that approximately 9 out of 10 teenagers see local brands as being at par with other imported US brands. Filipino clothing brand Bench, perceived to be ground-breaking, innovative and of top quality, bagged the coveted number one spot in teens’ list of favorite brands, followed by Nike, Adidas, Jag Jeans, Jollibee, Lee, Levi’s, Avon, Natasha, and Nokia.

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Furthermore, the study found that 60% of teens surveyed equate certain brand names with quality and believe that it is important to use branded products. The remaining 40% will not automatically shun an unknown brand, particularly if it happens to meet their other requirements. TRU conducted its Philippine research on a nationwide sample of 1,000 interviews with teens across socio-economic classes, and covering both rural and urban areas. The study looked into the spending habits of Filipino teens, which comprise 16% of the country’s population. On average, a Filipino teen spends about PHP 278 per week, which amounts to roughly PHP 224B annually.


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NEWBIZ

Newbiz / Pitches Caterpillar China turns to Ogilvy Group for branding and activation China—Ogilvy Group China has been named Caterpillar China’s agency of record for its corporate brand campaign and marketing activation programs in Global Construction and Infrastructure, the business unit incorporating its portfolio of construction equipment in China. The corporate brand assignment is being driven by Ogilvy PR/Beijing and involves the development of a brand positioning and messaging platform that defines and differentiates Caterpillar’s key corporate brand assets in China. In addition to this, OgilvyAction will lead the integrated communication for the Global Construction and Infrastructure business unit.

MULTIPLY SHOPPING PARTY

Multiply marks milestone with shopping party

OMD Thailand dresses up in Mango Thailand—Omnicom Media Group’s OMD Thailand has been awarded the media duties for international clothing and accessories brand, Mango. Under the contract OMD Thailand will be the agency of record (AOR) for Mango and be responsible for all media buying and planning across all platforms. The appointment of OMD Thailand is effective immediately. “I am thankful to Mango for believing in us and giving us an opportunity to showcase and strengthen Mango’s presence in Thailand. The name Mango is synonymous with quality fashion and it will be an account which the team will enjoy working on,” said Paul Spencer, managing director of OMD Thailand.

Reckitt Benckiser taps Euro RSCG for Dettol digital Asia Pacific—Reckitt Benckiser has tapped Euro RSCG for a digital project launching Dettol’s high performance line FOR MEN, a new range of soap and shower gel designed just for men. The agency’s first digital project for the Dettol brand will include social media executions for the pre-launch and launch phases in Singapore. The appointment came about through the agency’s existing relationship with Reckitt Benckiser in Malaysia. “We are particularly pleased at the opportunity to expand our relationship with Reckitt Benckiser for several reasons; they are a key global client, we have a strong relationship with them in Malaysia, and launching a product range in a new market is a rare and exciting challenge, and one that we greatly look forward to,” added Matt Fanshawe, Managing Director, Euro RSCG Asia Pacific.

McCann Erickson Australia absorbs SMART Australia—McCann Worldgroup Australia has announced the acquisition of SMART, an award-winning creative shop and one of the largest independent ad agencies in Australia and New Zealand. The new entity assumes the name McCann Erickson Australia and will operate in the current McCann Worldgroup offices as one of Australia’s largest agencies. Effective immediately, Ben Lilley assumes the role as CEO of the combined operation, replacing Chris Mort. Ashley Farr will oversee the Sydney office and lead the planning discipline.

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Products offerred by Multiply merchants

02 The crowd of shoppers

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Online e-commerce site Multiply celebrated its latest Philippine milestone by throwing the country’s first-ever shopping party at Whitespace in October. As Filipino-run e-stores crossed the 100,000 mark, Multiply treated fashion lovers and merchants to a one-of-a-kind virtual shopping experience. The US-based company started out as a social network where selling is against the site’s terms of service. But as Filipinos continued to use the site to sell products, management eventually realized the potential for e-commerce. “I consider the Philippines to be the home of Multiply thanks to all you merchants who have made us who we are. We listen to you who have made us change our business model into the biggest online shopping destination of Southeast Asia,” said Jack Madrid, country manager of Multiply Philippines. Multiply unveiled the new and improved Marketplace, which has a section for featured sellers, who now accept payment through

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BDO, BPI, GCash, Smart Money and PayPal. Payments are coursed through Multiply, making online shopping more secure and reassuring for those still reluctant about online payment and concerned about fraud. Shoppers browsed the 90 featured stores on Lenovo laptops and were treated to vouchers for purchases. Showcased were products from 16 categories, including fashion, accessories, gadgets, and mom and baby products. The site is not just for Multiply-neurs who make their livelihood from their online stores but also for brands that wish to be seen by Multiply’s six million digital sellers and shoppers. Radio Frequency Identification (RFID) technology to “like” items via Facebook was also seen at the party. Long-time Multiply user, make-up artist and model Bianca Valerio hosted the event, which was marked by a fashion show and music from the Techy Romantics and DJ Mars Miranda.


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NEWBIZ

Newbiz / Pitches Mars and Wrigley consolidate SEA media business with Starcom Southeast Asia—Starcom has been appointed media agency of record for Mars and Wrigley across five markets in Southeast Asia as the food company consolidates its media business across Asia. Mars South East Asia, Mars Thailand, and Wrigley Asia-Pacific (subsidiaries of Mars, Incorporated) announced the selection of Starcom, a division of Starcom MediaVest Group (SMG), as its media planning and buying agency of record for South Asia covering Indonesia, Malaysia, Singapore, Thailand, and the Philippines. Prior to the pitch, GroupM’s MEC handled Wrigley’s media buying and planning in South Asia while Omnicom Media Group agencies handled Mars media planning and buying in the region.

APL.D.AP ADVOCACY

apl.de.ap

Enter the mohawked education advocate 01

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Apl.de.ap and his new foundation

Wunderman launches digital marketing agency ZAAZ across Asia Pacific Asia Pacific—Stephane Faggianelli, president of Wunderman Asia Pacific, has announced the launch of digital marketing agency ZAAZ across the region to keep up with increasing requirements for advanced analytics and optimization services. ZAAZ, founded in 1998 in Seattle and member of the Wunderman network, is one of the most inventive and prominent performance marketing agencies in North America. It offers a comprehensive range of services including targeting, usability, social, mobile, data/analytics, search and optimization; with a keen focus on delivering measurable results and monetization in the digital world.

BNI selects Spark Communications in Indonesia Indonesia—BNI, one of Indonesia’s top four banks, has appointed Spark Communications – a division of Starcom MediaVest Group (SMG) – as agency-of-record to spearhead its marketing and media investments in the country. Following a rigorous pitch process involving several media agencies including Dentsu, Initiative Media, and OMD, BNI handpicked Spark Communications due to its suite of products, systems, and tools, as well as the expertise of the agency’s talent pool that will oversee the bank’s media business.

Engines on for Y&R Thailand’s Kubota win Thailand—Y&R Thailand has been awarded all creative duties for Siam Kubota Corporation Co. Ltd., a leader in the agricultural machinery business in Asia. Y&R will handle all strategic direction, creative work and branding for the Siam Kubota brand and its products. The agency will produce five campaigns to run in Thailand during 2012. Siam Kubota Corporation Co.Ltd is a joint venture between Kubota Corporation (Japan) and SCG (Siam Cement Group) with an aim to enhance its business potential to be the leader in agricultural machinery in Asia, and emphasize its leadership in sustainable agriculture development.

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International singing sensation apl.de.ap of The Black Eyed Peas, Ninoy & Cory Aquino Foundation (NCAF) and McCann Worldgroup Philippines collaborate to mount an educational advocacy campaign to help address the shortage of public classrooms in the country. The “We Can Be Anything” campaign was initiated when apl voiced out his desire to help improve the education system in the Philippines and put up the apl.de.ap Foundation. To give him a platform for this advocacy, apl was recently appointed special ambassador for education of the iamninoy-iamcory Movement, the upshot of McCann and NCAF’s successful “iamninoy” campaign which re-lived Ninoy Aquino’s heroism and relevance to the younger generation. Born Allan Pineda Lindo in Pampanga, apl.de.ap knew early in life that going to school could help him have a better future. “I just wanted to have an education,” he shared. “I am willing to share my talent and time to give back to the community” To drive his point home, apl.de.ap wrote the song We Can Be, around which the “We Can Be Anything” campaign now revolves. Using his position as the ambassador of education of

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the iamninoy-iamcory Movement as a platform for his advocacy, the singer-producer also lends his celebrity status to the campaign to attract more supporters for education initiatives in the country. The campaign, which was launched at Black Eyed Peas’ Manila concert on October 25, also includes the the logo combining apl’s signature look, iamninoy-iamcory “Glasses”, and Apl’s words to the “We Can Be Anything” tune; and the “Score” 30-seconder commercial. Together with Pivotal team, McCann also rolled out digital efforts—a website www. wecanbeanything.com and Facebook page. Unitel is the production house for the “Score” PSA. Ben Mor, who has directed several music videos for the Black Eyed Peas, directed both the music video and the PSA. Proceeds from the campaign will benefit Ayala Foundation/Philippine Development Foundation’s MyLibrary Program – a music library and studio concept designed to help Filipino disadvantaged kids learn music & technology – and “Bayanihang Pampaaralan”, an initiative under 57-75 Movement which aims to build 10,000 classrooms in two years.


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GRUPO LUMINA

A New Breed of Light

Grupo Lumina projects another dimension Words: Edelrita Rizo

Imagine a skyscraper collapsing in front of your eyes, only to be rebuilt mere seconds later. Sounds impossible? Not with newly launched 3D projection mapping firm Grupo Lumina and its newly acquired technology. “If you Google it, it’s called ‘large scale projection mapping’,” said Tony Gloria of Optima Digital and Unitel Productions, one half of Grupo Lumina’s daring duo. A first-of-its-kind in the Philippines, Grupo Lumina introduced a projection science that can warp and contour images, videos, or presentations to project onto any surface – and by any, it means bottles, cars, and even entire facades of buildings. Creativity + Technology The new company is a partnership between Gloria and Video Sonic Corporate Communications’ Mart Miranda. Together, they brought the technology from Cologne, Germany to the Philippines just last year, and already it has started to turn heads in the Metro. The muchhyped projection mapping during the opening of Kobe Bryant’s Take Every Advantage Tour 2011 in Manila in July sealed the deal, and officially marked the new technology’s arrival. “Even Kobe was impressed. ‘What the hell (is) this technology you have?’” Miranda quoted the basketball superstar. The video and graphics rendering and editing are done through the standard production computers and any projector can be used to display the final output. The magic happens through the Coolux Pandora’s Box, which literally maps the material onto the preferred surface, say for example, an inflatable exercise ball—or an entire mall. While the technology is here to make eyecatching, mind-boggling, breathtaking visuals, nothing would happen if there is no underlying concept, creativity and design. “The technology is here,” said Miranda. “The challenge is you think about it (the concept) and then we create it. It is still design-based. The technology is there to help you create it,” Miranda added. Gloria concurs wholeheartedly. “For people like us, we’ve been in this business for a long time. To us, it’s second nature. It’s not a question of creative or technology. It’s creative,” he said.

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01 From right to left: Tony Gloria and Mart Miranda with the Grupo Lumiina team 02 Kobe’s entrance at Araneta Coliseum

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A power team When Gloria and Miranda came back from Germany and Spain with 3D projection

capabilities in the bag, the only thing they needed was a name for the new company that will launch it in the Philippines. “The way it was happening was, the group of company was creating a group of lights, you blend lights creatively,” Miranda said, remembering the inspiration for Grupo Lumina’s name. “We’re really inspired to have color, even in our office.” Miranda gestured to the office walls, which were designed with multicolored blocks. Grupo Lumina was officially established in July. Despite its young age, several clients have expressed interest by inquiring about future projects, including those from Guam and Thailand. The Grupo Lumina team has already undergone training abroad to learn more about the technical details and potential applications of 3D mapping. This investment on both equipment and manpower ensures that the group stays on top of the game.

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There’s more The technology is relatively new in the region but is highly popular in western countries, particularly in Europe. Gloria, who initiated the partnership for Grupo Lumina, said that songstress Celine Dion has been using the machines during her concerts for years. Another remarkable use of this 3D mapping technology is Beyoncé’s live performance of “Run the World (Girls)” at the Battersea Power Station. As of the moment, Grupo Lumina is the only company that offers 3D mapping technology, but they are aware of the competition that will eventually crop up. No worries for Miranda and Gloria though. “We always want to keep ourselves ahead. Not only one step, maybe even four steps ahead,” says Gloria.


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KIDLAT AWARDS 2010

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TEDxDILIMAN

TEDxDiliman

Art and Culture Can Change the World Words: Abby Yao

TEDxDiliman, an independently organized TED event by the non-profit organization CANVAS, gathered an impressive list of speakers at the UP College of Law’s Malcolm Hall for an audience of 100. TED (Technology Entertainment Design) is a global conference that brings together the world’s thought leaders, innovators and artists, discussing the future and making the world a better place. Deviating from previous TEDxManila programs, CANVAS opted for a curated program arranged into three themed sessions: Storytelling, The Future, and How Art Can Change the World. These were further punctuated by videos of Jose Abreu of Venezuela’s El Sistema and French street artist JR articulating their TED Prize wishes. TV director Rico Gutierrez started off the first session by recreating what a studio audience would feel like using colorful balloons and a hyperactive host. Gutierrez shared his experience breaking TV conventions in the noontime variety show Party Pilipinas, collaborating with artists, using new technology, and creating episodes such as an Eraserheads musical and a version of Shakespeare’s Romeo & Juliet using rap. “Conventions reinforce TV as an idiot box,” said Gutierrez. “Change can be done with the participation of the TV audience.” Inquirer columnist and Storyline producer Patricia Evangelista narrated “Why We Tell Stories”. A reluctant journalist, she realized that simply getting the word out will not get people to act. And yet she continues to tell the stories of Jonas Burgos, of the Maguindanao massacre, in the hopes that someone will be able to imagine that these people are someone’s family. “We tell stories in the hope you will tell someone else. The reason I tell the story is because I cannot forget and I’m afraid I will.” “Freedom is the one thing we do better than anyone else in the region,” said InterAksyon.com’s Roby Alampay. “It is undervalued, but it has an economic value,” he also argued, pointing out what other Southeast Asians have done despite their limited freedom. As the last speaker, artist Jose Tence Ruiz issued a challenge: that of accountability and control. “Creativity would not thrive in a disorganized matrix,” said Ruiz, who credits working for a newspaper for instilling discipline in him, a trait that he finds crucial as a visual artist. Aside from maintaining integrity, Ruiz reminded the audience to see and be part of the bigger picture. Alluding to Stephen Hawking’s A

Brief History of Time, he described the black hole, a body collapsing into itself, “as a nice metaphor when we are unable to orbit a bigger universe.” Artist and teacher Fernando Sena taught drawing from lines to faces in a spirited session, while Lourd de Veyra recorded, in his signature style, his attempt to wrap his head around art while knee-deep in floodwater. Museo Pambata’s Nina Lim-Yuson, Payatas FC coach Roy Moore, PETA’s Glecy Atienza, and independent filmmaker Auraeus Solito were also among the speakers who talked about their work and what keeps them going despite the odds. TBWA\Santiago Mangada Puno also contributed to TEDxDiliman by designing two posters for the event. The afternoon closed with musician and composer Noel Cabangon’s performance of three songs as a group of masked artists completed a lightning mural onstage. CANVAS executive director Gigo Alampay, who hosted the event, said that TEDxDiliman

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01 ABS-CBN’s Patricia Evangelista 02 TEDXDiliman poster by TBWA\SMP 02

is like throwing a pebble: “You’re just after the ripples.” The goal was to gather people who are passionate about art and culture, in the hopes of starting a conversation. Leaving the hall, there was a sense of positivity that was empowering, inspiring and truly worth spreading – so much that it became a Twitter trending topic that afternoon, at the very least. CANVAS hopes to eventually mount another TEDxDiliman. And we hope it will.


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SEPTEMBER / OCTOBER AD OF THE MONTH

ADOBO ad of the month / September

Saridon "Butcher", "Carpenter", "Laundry" BBDO Guerrero / Proximity Philippines Ad title: Saridon "Butcher", "Carpenter", "Laundry" / Advertiser: Bayer / Agency: BBDO Guerrero / Proximity Philippines / Chief Creative Officer: David Guerrero / Executive Creative Director: Brandie Tan / Creative Director: Rey Tiempo, Gary Amante / Copywriter: Rey Tiempo / Art Director: Gary Amante, Peepo David / Producer: Al Salvador / Retouchers: Vilma Magsino, Oliver Brillantes / Photographers: Paolo Gripo, Abet Bagay / Account Director: Cindy Evangelista

ADOBO ad of the month / October

Fiesta Spaghetti "Balloon Heads" Ace Saatchi & Saatchi Ad title: Fiesta Spaghetti "Balloon Heads" / Advertiser: RFM Foods Corp. / Agency: Ace Saatchi & Saatchi / Executive Creative Director: Andrew Petch / Creative Director: Ben Deluyas, Trixie Diyco / Art Director: Hans Malang, Yuyu Yu / Copywriter: Jordan Santos, Gelo Suarez, Kate Plata / Photographer: Lloyd De Leon / Final Artist: Dovie Raquel Head of Art: Carl Urgino / Print Producer: Dennis Obien Account Manager: Patti Lee, Sinta Baguio

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1521 RESTAURANT

For the Love of Food Words: Jose Paolo dela Cruz

As a young girl, Tanke Tankeko fell in love with food – thanks to her mother’s flair for the rich, succulent flavors of Philippine cuisine. As a woman, she fell in love once more, this time with creative campaigns that eventually led her to become ECD of Creative Juice\Manila. And like many a moonlighting lover, this chef cum creative extraordinaire soon found a way to marry both. Third time’s a charm After more than 20 years in the creative business, Chef Tanke finally jumped the shark and traded in the J.O.s for knives and aprons. Again, it was out of love: a bold – and (very) expensive – attempt at winning the heart of the love of her life. Thus, the ultimate Filipino fusion restaurant 1521 was born. Fortunately, a third tryst with food seems to have paved way for happily ever after, complete with an ambitious menu and all the trimmings. “It’s a testament of love. I just knew one thing. I knew how to cook. It was more of a whim [opening 1521], now that I think of it,” she fondly reckons. Tanke opened the first 1521 on Shaw Boulevard on September 08, 2008. Then an upstart restaurateur, the unleashed creative soon found out that running a restaurant could be pricier than what she initially imagined. She also started to miss every creative’s proverbial agency nemesis – accounts people. “My first restaurant was so expensive. You’d just scream every time my gold-lined Noritake plates broke, PHP 2500 a piece!” Lucky for her, the 1521 kitchen soon found its culinary accounts people, Yasmin Calma and Elmo Buen – Tanke’s personal double artillery against numbers, expenses, and keeping tabs on the books. The wheels were finally in motion. What started out as a pledge of love evolved into an ongoing trip to gastronomic heaven.

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01 Chef Tanke Tankeko 02-03

1521's signature empanada and binagoongan

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Really cool coolers

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Potchero ni Tankeko 03

Rediscovering the kitchen The name 1521 was derived from the date of the Spanish “rediscovery” of the Philippine archipelago. A fitting title to what would ultimately be Tanke’s trip back to the things closest to her heart (and stomach). Her mother, after all, once managed a canteen in Zurbaran, known today as the Rustan’s of the 70s. Even their kitchen at home never lacked patrons, ranging from family friends, classmates, and random guests who found

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themselves addicted to the family’s fabled home-cooking. So when Tanke opened her restaurant, it was only natural that she borrowed some of her mother’s perfected techniques. Among her most valued, inherited techniques is the art of the sangkutsa (sautéing), a slow-cooking method unique to Filipino cuisine. “You fry the meat until all the fat, and the juices come out. That’s how I try to make sure that the flavors in the dishes really stand out. Our sangkutsa is true to

its principle, never rushed unlike in many restaurants,” she explains. The creative menu “You’ve got to be careful, because you’ve got the whole country’s palate judging you,” says Tanke. But that’s not to say that she has completely succumbed to the safe and conventional. One look at 1521’s menu will instantly give away that Tanke is, was, and will always be a bold creative. Names of the dishes, for instance, certainly


1521 RESTAURANT

The ultimate reward is hearing people love your food. Being in the industry for so long, I could only cook one, two times a year (if I’m lucky). Now I have more time to play in the kitchen.

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Tanke’s Cookbook “Cooking to me is something that you approach with abandon. I always make sure to up a note to make the food memorable. Hence, Tanke’s take on classical Filipino food that have been made into something thicker, richer, sweeter or spicier, than their more classic predecessors.” POTCHERO NI TANKEKO With the chef’s name on it, this is arguably the piece de resistance of 1521’s ambitious menu. Thick and hearty, this take on the Potchero comes complete with soft, succulent meat amidst dribbling servings of a secret sauce. TALONG MO KAY TULFO Eggplant omelette meets sisig – a Kapampangan dish of boiled,

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bring justice to the smorgasbord of flavors loaded on every plate. From the Ka-Musta-Cat Salad, to the Pinalutik na Inantala, all the way down to Potchero ni Tankeko, every entry on the menu is sure to pique even the most jaded diner’s curiosity. Takes on iconic Filipino pop culture elements are also in full display, as evidenced by the Talong mo kay Tulfo (a pun on a popular local documentary show). The restaurant interiors and furniture also serve as the perfect complement to Tanke’s creations. Whether it’s the beautifully art-directed murals of colonial Philippines on her wall, or the touches of banig and abaca here and there, there’s no shortage of details for diners to feast their

broiled, and fried meat from pig’s head and liver.

eyes on. Even the air-conditioning would not break 1521’s thematic look, as they are made invisible by beautifully carved wooden panels. Indeed, 1521 offers a complete and creative dining experience, the kind that transcends from plate to palate without fail. “The ultimate reward is hearing people love your food. Being in the industry for so long, I could only cook one, two times a year (if I’m lucky). Now I have more time to play in the kitchen,” concludes Tanke.

BIHON THE SEA Like many great ads, vision can sometimes precede strategy. Take it from Tanke’s play on the age-old “beyond the sea” adage. To make it on the menu, the chef cooked up a noodle dish from Bihon, spruced up with squid, dory, prawns, coriander, sautéed vegetables and their flavorful special sauce. PINALUTIK NA INANTALA No rush here. Tanke serves the freshest chicharon (dried fried pork) that is re-fried just minutes before it lands on your plate. It comes with three sauces, the most notable of which is her personal favorite buro (fermented rice). KA-MUSTA-CAT SALAD Borrowing from Thailand, this is 1521’s reinvented version of the catfish salad. Adding flair to the creation are green mango, fresh mustasa (mustard), cilantro, eggplant and tomato salad.

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PROFILE

JP Cuison

The Art of Ads Words: Cha Felix

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JP CUISON

He looks like a regular art geek. He has huge eyeglasses and tight pants on, paired with an almost deer-in-the-headlights expression whenever he is asked the typical profile questions. But even his unassuming demeanor cannot hide what this award-winning art director is made of. He is JP Cuison after all, two-time Philippine representative to the Cannes Young Lions competition, senior art director of Publicis Manila, and father and musician rolled into one. Beneath each of his famous Gigzilla posters and unique painting exhibits are his metals from different award shows such as the Kidlat Awards, Ad Stars, and New York Festivals. And while most of the young creatives would kill for a Lion, his ultimate goal as a senior art director is to do an ad that is worthy of posting to Facebook and sharing with his friends. Awards, as he says, are but a bonus. John Paul “JP” Cuison, started his career in the advertising industry as a freelance storyboard artist at Leo Burnett Manila. It was during his seven-year stay in the agency when he had two chances of making it to Cannes. “I treated our

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second chance in (Young) Kidlat as a gamble. It’s like defending your crown in beauty pageants,” he shared. Having successfully defended their crown as the best young creatives in the country, JP moved to Publicis Manila. Learning from the different expertise of each agency is his main objective for jumping the shark. “If you collected all their expertise, the creativity of Leo Burnett and marketing expertise of Publicis Manila, and the core competencies of other agencies, it will become a huge force which will help you survive in this industry,” he explained. The artist within As a graduate of Fine Arts at the University of the Philippines, JP values his works of art and finds it frustrating whenever his concepts are rejected in the ad world. Such frustrations led him back to painting and designing gig posters. It started as an outlet for his emotions and pent-up creativity. It was also through this that JP became a resident artist at Secret Fresh Gallery at RONAC Art Center.


ADOBO EXHIBIT

JP CUISON

He has a distinct art style. It’s the kind that you’ll instantly recognize when you bump into his artworks. The unique personality of his posters led him to do the movie poster for the award-winning film, Ang Babae sa Septic Tank. “Chris Martinez (the movie’s screenplay writer) approached me to do the poster for their Cinemalaya entry. And when he showed me the peg, it was one of my posters. It’s a very flattering experience,” he shared. However, it would still be his paintings that stand out as the crown jewels of his creative collection. He did a Rizal series – where he created Marilyn Rizal (combination of Marilyn Monroe and Jose Rizal) and Cyborg Rizal (an installation art). He also painted Cookie Monster being chased by all kinds of cookies, including a fortune cookie as a Samurai, using acrylic on wood and named it “Revenge of the Cookies”. He has also been known for transforming his own posters into installation art. “It’s basically transferring the gig posters to a canvas, without the band names and the title,” he explained. But when it comes to doing ads, JP believes that for it to be effective, it should only convey one message. “Let’s say that the product is a devil’s cupcake (sic), the ad should focus on that. Do not add things like ‘the devil’s cupcake tastes like cheese’. No, don’t do that. Don’t add anything else. Try to focus on the cupcake.” For him, creativity is the crucial element that makes an ad effective, especially with the rise of social media. “I believe that if an ad is creative, the people will do the job for you. People will repost it in their Facebook accounts, on YouTube, and show it to their friends,” he shared. And because of that, he has this to say, “So to the clients, if you want extra mileage and exposures with less cost, choose the creative ads, okay?” he laughs. Daddy draws As a father to his two kids, JP describes himself as a supportive dad who allows his children to pursue whatever they want in life. “If they want to be a musician, or an artist, it’s ok. Just be the best of whatever they want to be. Be the best artist or be the best musician.” He once bought his daughter a mini-drum set after he saw her playing with his drumset. JP also admits that being part of a demanding industry has, every once in a while, caused him to run out of creative juice. But when these moments of inspirational drought strike, he turns to art. “You will not be good in advertising if your inspiration is the ads that have won. Art is the best inspiration to do an ad,” he shared with a deep sigh, “And, watch Futurama. Everything that you need to learn in advertising is there, ” he concluded.

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ARTIST'S PROFILE

CARLOS CASAS AND MARTHA ATIENZA

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Carlos Casas (photo by Fransisco Guerrero)

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Carlos Casas "Solitude At The End of The World" Poster

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The “compressor divers” of Bantayan, the subject of Atienza’s “Gilubong ang Aking Pusod sa Dagat”.

Carlos Casas and Martha Atienza From Small Lives to Big Stories Words: Edelrita Rizo

With video art as their medium and the lives of the forgotten as their muse, artists Carlos Casas and Martha Atienza presented a gorgeous, albeit unnerving, picture of the realities that govern the realm of the living. adobo magazine gets inside these artists heads – and incidentally, their art – as we talked to them about the recently concluded Visual Voices II by The Office of Culture and Design at the Ayala Museum. Invisible filmmaker “My work gives a chance for places and people to be known or portrayed,” said Spanish filmmaker Carlos Casas when asked about his work. “I want to break the traditions of viewing (films),” he added. Casas’ work is widely considered to be a mix of documentary film, cinema, and contemporary visual and sound arts. His films have been exhibited and awarded in festivals

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around the world from Torino, to the Spanish-speaking capitals Madrid, Buenos Aires, and Mexico City. Among his works is a trilogy shot and dedicated to the most extreme environments on the planet – Patagonia, the Aral Sea, and Siberia. adobo was privileged enough to view an excerpt from one of these three films. One of these is about Peter, an old man living in isolation in Patagonia after he lost his family in an earthquake. Through the filming process, Peter slowly opened up to Casas and his crew, and they discovered that Peter had once been a professional football (soccer) player and had been playing for his team when the earthquake struck. “I have learned to become invisible to my subjects,” revealed Casas. He doesn’t believe in forcing the story out of people by asking them questions, but rather letting them open up voluntarily. It takes a lot of time, Casas admitted, but the results are much more rewarding.


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Casas says that being immersed in filmmaking gives him the tools for expressing himself and mixing all the things that fascinates him: film, music, architecture, and traveling, to name a few. “My inspiration comes from everywhere. From art, from life, from images that are stuck in my mind.” He is currently working on a film about a cemetery of elephants on the borders between India and Nepal.

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Snapshots of reality Martha Atienza is a Filipino-Dutch film artist who works with video installations and shoots social and community-based videos. Her video art, films that “depict snapshots of reality”, have been exhibited internationally. Atienza confessed to being a “crazy collector of memories” since she was a little girl. Her childhood at Bantayan Islands and being a daughter of a seafarer had made her aware of the lives of the men of the sea. Her project “Gilubong ang Akong Pusod sa Dagat (My Navel is Buried in the Sea)” follows the lives of the “compressor fishermen” of Bantayan and their families, and the how this source of livelihood affects their lives. “They (the fishermen) are away for long periods of time, so they don’t know what is happening in their homes. The people shared stories with me and they never seem to stop,” recalled Atienza. “I’m influenced by my cultural background and the people around me,” said Atienza when asked of her inspirations, which she admits sounds a little clichéd. She views her art as her own form of social responsibility, highlighting facets of life that, for her, need to be changed. “I feel like I have to do something. At least here in the Philippines, I felt like I kind of have to, because I see so much injustice or I see (some) things wrong and I want to do something and this is the only way I know how,” shared Atienza, smiling. Both Casas and Atienza are a part of the Zamboanga Hace project, which hopes to transform the province through the power of art. The Office of Culture and Design (OCD) developed the initiative, inviting international artists to not only teach the province’s youth about the wonder of art, but also to inspire socio-political change.

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AGENCY PROFILE

CAMPAIGNS & GREY AT 25

Campaigns & Grey

Quarterlife of the Creative Care Bears

In the creative world, one day you’re in, next day you’re out. Or, if you’re really, really good, you take a team of renegade admen and go out together, in search of a new adventure. One of these historic exoduses happened in the mid-80s, when Campaigns & Grey CEO Yoly Ong and her breakaway team—Yoly’s Folly—stepped out of J.Walter Thompson and into their own little piece of creative paradise. Joining Yoly in this ride of a lifetime were Marilyn Villapando, Gil Corcuera, Jo Mendoza, and Ed Fuentes, plus one messenger. Together, they established Campaigns Inc. Their mandate was simple. To create campaigns crafted from “wisdom and magic.” From being a small agency ran by friends, Campaigns & Grey has successfully transitioned into the multinational entity that is today. It has become the creative powerhouse behind some of the country’s most iconic ads and brands. Their client portfolio has grown to include consumer empires like Procter & Gamble, and even people who have stormed into their respective political offices after a “Campaigns” campaign. Despite its many successes though, the Campaigns & Grey team strays from the drama that most creative professionals

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seem to favor. A swooping glance of the Campaigns team will show very little intrigue and politicking. In the end, it all boils down to family. “We’re actually very Care Bears here. People actually like each other,” says Rocky Sanchez-Tirona, managing director of Campaigns Social Response, the agency’s arm for social responsibility. Neuron Managing Director Boboy Consunji agrees, further stating that while they have begun to shake up their profile with new hires— creative and quirky alike—the familial bonds that the original five ingrained in the agency’s culture will always live on. So will their passion. Ascend to Quarterlife Twenty-five years can be an awfully long time. But Campaigns & Grey never ran out of ways to protect its righteous place as a pillar of the local advertising industry. From brand defining campaigns that affected consumer behavior at a nationwide scale, or even political and social initiatives that shook the nation right at its core, Campaigns & Grey’s history has it hook, line, and sinker. It was mother to creative ideas that helped giants maintain their lead. Ask Universal Robina Corporation (URC) for

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I guess it’s that maverick spirit that our founders have passed on to us. The conviction we have in refusing to do things a certain way, just because it’s the expected thing to be done.

example, the consumer product leviathan behind Maxx candies, Magic Flakes and Chippy, among others. Or Unilever. Or President Noynoy Aquino. Campaigns & Grey also has an impressive track record in keeping clients for the long run. “It’s not easy to be handling P&G for almost 20 years. It can be challenging. For others, it might wear you down. But we’re lucky to have that kind of chemistry, which makes both of us (client and agency) as highly motivated as when we first started doing business,” explains Tirona. What’s more the agency known for keeping its clients’ lead in the market, has also shown prowess when it comes to turning challenger brands into winners. And where it could, Campaigns & Grey even went as far as to shake the entire makeup of certain product segments, as stories of their clients’ successful campaigns reached competitors. It was the agency that brought happiness to then little-known dishwashing liquid Joy, taking away all the action from the number one Axion. The rise of Joy also sparked interest in liquid dishwashing formulas, instead of the usual paste variants that frequented supermarket shelves at that time. It has maintained its lead ever since, thanks partly to carefully selected endorsers such as Yoyoy Villame and Michael V. The same success story was repeated for Sun Cellular which has gained ground on Globe and Smart; Happee toothpaste which is now battling it out with multinational brands Colgate and CloseUp; and Maxx candies among others. “Before Maxx, the confectionery category was a small player. But now, it’s one of the biggest contributors of URC,” explained Consunji.

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Fair share of pain Campaigns & Grey has also mastered the art of taking the good with the bad. After all, a generally smooth ride to the top makes the little bumps along the way all the more obvious. For instance, tongues wagged when Campaigns & Grey resigned from its biggest account sometime in 2000, the PHP 300-M Smart Communications account. With a price tag like that hanging on its neck, Smart lived up to its reputation of being a challenging master, requiring extraordinary levels of service that proved taxing— especially when rendered non-stop. In Campaigns & Grey’s case, the payback came in the form of super late working hours, and eventually the deteriorating health of some employees. When the account executive handling the account suffered a minor stroke, the agency was forced to make a very difficult decision. “For Yoly, our colleague being rushed to the hospital was the last straw. It was a matter of asking ourselves, ‘what is it that we really want?’” shared Tirona. The answer was clear. Family comes first. The Care Bears culture won. “We survived it. Partly because we managed to keep a lean team. We just had to work harder to grow other accounts. And then of course, we won Sun Cellular a few years later. It wasn’t so bad,” said Consunji. There’s also the not-so-pretty moment with Pilipinas kay Ganda, the Department of Tourism branding campaign that debuted to raised eyebrows earlier this year. While some people tried to crucify the agency for it, Campaigns & Grey maintains that it was no big deal for them and their clients. “At one point, we just decided to

01 Yoly Ong 02 ECD Ompong Remigio (center) with the Campaigns & Grey creative team

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move on. We explained what we’ve done and why we’ve done it, and how we meant well despite some bad judgment calls,” said Tirona. The Pilipinas kay Ganda issue also showed why it pays to be the “nice guys”, especially in the often cruel world of discriminating creatives. From the 4As to rival agencies, all the way down to agency cliques who shared gossip over beer, general consensus agreed that boo-boos like these were part of the trade. “I especially like what Matec (Villanueva of Publicis Manila) said: ‘Lagi naman ahensya may kasalanan eh. (It’s always the agency’s fault anyway)’,” shared Consunji. More of Grey What started out as “wisdom and magic” in ‘86, has now become “famously effective,” thanks to Grey entering the picture in 1994. Even more so now that the latter has taken hold of the agency’s majority stake. “There will be more of Grey, obviously, since they’re now the majority. In terms of infrastructure, developing our resources, that’s where we are headed,” shared Consunji. But even the giant that is Grey appreciates the foundations on which Campaigns was built upon. Grey even went as far as to let the agency retain its name. “They respect that it was Yoly and Campaigns that resonate to the local market. It’s not something that they usually allow with local partners, which makes us even more appreciative of the gesture,” shared Tirona. Grey’s more active role in the agency was also met with much anticipation, especially in the creative front. “Grey as a network has revamped its creative output. We are submitting work to be screened by the Global Creative Council headed by Tim Mellors. Those that make the points are up for main competitions like Cannes. This time, Campaigns & Grey will be more active in joining both local and international competitions,” promised Executive Creative Director Ompong Remigio. Rooted on family and fueled by creativity, Campaigns & Grey is indeed destined for greatness. Asked what they think will propel the agency to greater heights, Tirona had this to say: “I guess it’s that maverick spirit that our founders have passed on to us. The conviction we have in refusing to do things a certain way, just because it’s the expected thing to be done. We always chart our own path, so to speak.”

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MAXX Candy "Cool 1"

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Promil "Diva"


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KIDLAT AWARDS 2010

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Let the game-change begin!

The Ultimate 22nd Philippine Ad Congress Primer After months of preparation and anticipation, The 22nd Philippine Advertising Congress has officially arrived. And it all boils down to a game-changing event, in a gamechanging venue, with game-changing guests and speakers to boot. As AdCon22 Committee Chair and Philippine Daily Inquirer President Sandy Prieto-Romualdez promised, delegates will have “loads of fun and learning, as well as a lot of tips on how to be game-changing.” Here's how. Tourism Secretary Mon Jimenez leads the Filipino roster of speakers. AdCon22 also brings together for the very first time the triumvirate of the broadcast networks – Gabby Lopez 01 of ABS CBN, Felipe Gozon of GMA 7, and Manny Pangilinan of TV5. But not to be limited by the usual we-speak-you-listen format, there will also be panel discussions at the end of Days Two and Three, featuring award-winning director Brillante Mendoza, designer Kenneth Cobonpue, Azkals Aly Borromeo and James and Phil Younghusband, Publicis Manila’s CCO Marlon Rivera, and Preview Magazine’s Vince Uy and Pauline Suaco-Juan. Meanwhile, AdCon22 also promises to give participants the thrill and excitement apt for the vibe of CamSur Watersports Complex. Are you one of those who downloaded the Tour Map for the Amazing Quest? Which route did you take and how many enthusiasts and adventure junkies did you outplay? And while on the subject of fun, delegates will never run out of food, drinks, and revelry, what with sponsored meals and parties across four days. Then of course, there's the much awaited Araw. “The Araw Awards is truly game-changing this year,” said DM9 JaymeSyfu Managing Partner and Chief Creative Officer Merlee Jayme, who chairs the Creative Committee. While somewhat simplified due to the online registration process, this year's Araw might be the toughest to win yet, warned Jayme. Who will cop the top spots in this competition of the most creative and effective? Will an Araw rise for you and your agency? Find out on the final night of the congress. With everything said and done, all that is left to do is to soak up the sun, learn from the best, and make your best move and change your game.

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AdCon22 Chair Sandy Prieto-Romualdez

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Creative Committee Chair Merlee Jayme

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The Araw is Rising No advertising event is ever complete without an awards show to cap the seminars, workshops, and (of course) parties. The Philippine Advertising Congress is no exception – well, perhaps except for the fact that for most of the advertising community in the country, AdCon is Araw. Merlee Jayme, chairman of the Creative Committee, went the digital route for this year’s Araw Awards, even including the submission of entries and the preliminary judging. Not easy to do, Jayme admits, especially coming from an entirely manual process from the previous years. Still, birthing pains are necessary, especially for ensuring a smoother, faster registration for the 02 next AdCon. And with a record number of almost 2,000 entries battling for the title of the most creative and effective, it appears that the process has indeed been easier this year. Now, however, the difficult part is left to the jury, who will decide on who deserves to have a shining moment. From 2009’s criteria of 50% creativity, 25% insight or strategy, and 25% results, the criteria have been revamped

to include effectiveness (40%), strategy (20%), and creativity and execution (40%). There are also fewer categories this year, reserved for only the best of the best. New awards, the Araw Excellence Awards for Best Strategy, Best Idea, and Best Performance, will be given along with the Araw Media and the Araw Craft. Special

Araws will also be awarded for Advertiser, Agency, Media Agency, and Production House. Will an Araw rise (or set) for your agency this year? Hold tight until the 19th and don;t forget to bring your sunglasses. You might be blinded by the brilliance.


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Find your way around the industry's biggest event

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Villa del Ray Trade Exhibit Tent Cable Park Beach Area Prime Merchandising Area Press Center Trade Exhibit Tent Meal Tent Lago del Ray Meal Tent Convention Center

November 16, Wednesday 2:00 PM - 4:00 PM 4:00 PM - 8:00 PM 6:00 PM - 10:00 PM

November 17, Thursday 4:00 AM - 7:00 PM 7:00 AM - 9:00 AM 9:00 AM - 10:00 AM

VENUE

DAILY 8:00 AM - 5:00 PM 9:00 AM - 8:00 PM 9:00 AM - 8:00 PM 9:00 AM - 8:00 PM

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November 18, Friday 6:00 AM - 9:00 AM 7:00 AM - 9:00 AM 10:00 AM - 12:00 PM

4:00 PM - 7:00 PM 7: 00 PM - 10:00 PM 11:00 PM - 4:00 AM

TBA Meal Tent Convention Center

Lago Del Ray Skate Park Meal Tent Small Lake Happy Ending Bar Winch Park Club House

Convention Center Convention Center

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Convention Center Convention Center Meal Tent Convention Center

11:00 AM - 12:00 PM 12:00 NN 12:00 PM - 2:00 PM 2:00 PM - 2:45 PM

Laban ng Palaban: Fun Run Breakfast by Manila Bulletin “Future of TV, Future of Media”

Lago Relay Water Obstacle Part 1: Fox Channel/Star World Party Dinner by TV 5 Part 1: Manila Bulletin Party TBA Part 1: ABS-CBN/Bayantel Party Part 2: ABS-CBN/Bayantel Party

Laban ng Palaban: Water Obstacle Breakfast by Globe OPENING CEREMONIES Invocation by Shamcey Supsup National Anthem by the UNEP Chorale Welcome Remarks by Gov. LRay Villafuerte Opening Remarks by Sandy Prieto- Romualdez Keynote Speaker: Sec. Mon Jimenez, Department of Tourism Re-launch of the Advertising Board of the Philippines, Andre Kahn “Harnessing the Power of Social Media” by Charlene Li, Co-author of Groundswell DEADLINE OF REGISTRATION ON SPORTS Lunch by The Philippine Daily Inquirer “Social Media and How it Changes the Game to Brand Communications” by Charles Cadell of McCann Worldgroup “Branded Entertainment” by Patrick Schult of FremantleMedia Asia “The Importance of Changing Content to Respond to Audience” by Gregory Ho OF SPE Networks – Asia and Laura Wendt of Disney Channels “Learning from Filipino Game Changers” Brillante Mendoza, Kenneth Cobonpue, and Azkals’ Aly Borromeo, Phil Younghusband and James Younghusband

Press Conference Trade and Exhibit – Ribbon-cutting SMART-CIGNAL Gov’s Night

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SPECIAL EVENTS

GAME-CHANGING SPORTS LOCAL NEWS

10:00 AM - 11:00 AM

TRADE EXHIBITS

AWARDS SHOWS

ACTIVITY / SPEAKERS

SEMINARS AND TALKS

MEALS AND PARTIES

LEGEND:

Registration of Delegates Trade and exhibit Concessionaires Prime Merchandising hours

The Ultimate AdCon22 Rate Card

Game Changer or Bust?

Be part of the jury that assesses what’s hot—and what’s not—at the 22nd Philippine Ad Congress. Put a check below the Hot or Not columns and pass the verdict on the industry’s biggest event!

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November 19, Saturday 6:00 AM – 9:00 AM 2:00 PM - 3:00 PM 6:00 PM - 9:00 PM

7: 00 PM - 10:00 PM 11:00 PM - 4:00 AM

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Mon Jimenez

Atty. Felipe Gozon

Manny Pangilinan

Charles Cadell

John Miller

Patrick Schult

Joeri Van der Bergh

Gregory Ho

Mark Tutssel

Laura Wendt

Vince Uy

Brillante Mendoza

Laban ng Palaban: Smart Frisbee (MANILA & CAMSUR SPORTS): Awarding Ceremonies Araw Awards

Pauline Suaco-Juan

Kenneth Cobonpue

“The Language of the 21st Century” by Mark Tutssel of Leo Burnett Worldwide “Print Media: A Valuable Component in Any Engagement Strategy Especially with a Multi-platform Approach” by Geoff Tan of Singapore Press Holding Fashion Show by SM “Learning from the Fashion Industry” by Marlon Rivera, Vince Uy and Pauline SuacoJuan of Preview Magazine TBA TBA Part 2: Manila Bulletin Party TBA Part 1: ABS-CBN/Bayantel Party Culminating Dinner by ABS-CBN TBA Part 1: Manila Bulletin Party TBA Part 2: Manila Bulletin Party TBA Part 2: ABS-CBN/Bayantel Party

Marlon Rivera

Aly Borromeo

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Gabby Lopez

Charlene Li

Look who's talking

TBA TBA Convention Center

Skate Park Small Lake Happy Ending Bar Winch Park Club House Meal Tent Skate Park TBA Small Lake Happy Ending Bar Winch Park Club House

TBA

3:00 PM - 3:45 PM 3:45 PM - 4:30 PM

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Meal Tent Convention Center

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by Atty. Felipe L. Gozon of GMA, Atty. Eugenio ”Gabby”” Lopez III of ABS-CBN and Manuel V. Pangilinan of TV5 Lunch by The Philippine Star “Nutrition, Health and Wellness” by John Miller, of Nestlé Philippines, Inc. “How Cool Brands Stay Hot” by Joeri Van den Bergh of Gen Y Expert and InSites Consulting

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TRUTH IN ADVERTISING 49

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This illustration is a work of fiction.

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Illustration: Reginaldo Salvador Vicente


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RETURN TO GLORY TBWA\SANTIAGO MANGADA PUNO IS AGENCY OF THE YEAR For 14 years now, it has been the most important night for many admen in the Philippines. It’s an annual fete for dressing to the nines, chatting over gourmet courses, and sharing a few laughs – genuine or otherwise – with long-lost friends, rivals, and both. But while it is the merrymaking that gets immortalized in photos from this professional prom night of sorts, it is the distinct smell of competition that keeps everyone on their toes. And why not, when Agency of the Year (AOY) is touted as the singular, most important award an agency can win in the Philippines. Organized by the Association of Accredited Advertising AgenciesPhilippines (4As-P), the competition offers one of the most valued metals for local agencies. Even more so now that the competition has grown to include the long-overdue Independent AOY and the timely Digital AOY. AOY Chair Melvin Mangada had nothing but praise for this year’s body of work, “Every year judging gets tougher and tougher. Agencies have become more astute, case studies are packaged better. Most of the

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November - December 2011

agencies – advertising, media, and production alike – are pretty much up there and it’s anybody’s ball game,” he said, moments before the awards show commenced at the Makati Shangri-La’s Rizal Ballroom. Awards garnered within the previous year seemed to be the primary factor as clients, creatives and suits started naming favorites prior to the show. As Mangada predicted, no agency stood out too much as far as pre-show speculations went, but relatively low-profile Lowe Philippines noticeably made buzz in the chatterbox this year. At least two seconds That was how long it took before the crowd understood that 4As Chair Mio Chiongson of Blue Bottle was serious when she casually declared TBWA\Santiago Mangada Puno Agency of the Year 2010. Even her copresenter Melvin Mangada, who was managing partner of the night’s top winner, was at a loss for words when the proverbial drum roll ended with


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an anti-climactic “Kayo (It’s you)! TBWA\Santiago Mangada Puno!” from Chiongson. The win marks TBWA\Santiago Mangada Puno’s fourth AOY, and the end of BBDO Guerrero’s three-year reign as the consecutive AOY of late. It was also a break from tradition, seeing that the agency didn’t win Best in Creative or any of the four agency-categories – the usual tell-tale signs of who’s going home with the night’s biggest plate. While the agency’s victory could be labeled an upset due to its zero plate-count for a majority of the awards show, the win isn’t actually all that surprising. Aside from dominating AOY from 2003 to 2005, the 10-year old agency did clinch finalist slots in all four creative categories. In the end, cumulative points translated to TBWA’s return to glory, not just as this year’s winner, but also as one of the winningest agencies in the history of the competition. “It’s amazing! For a moment there we thought Mio (presenter) was joking because we weren’t declared as winners in any of the four categories,” admitted Managing Partner Tong Puno. Agency heads credited the award to the team’s holistic approach to the business, as exhibited by its balanced success in both the creative and executive departments. Standing their ground The rest of the night was a spectacle of agencies playing to their strengths. While unable to snag the top prize for a fourth time, BBDO Guerrero added another plate for Best in Creative. The agency ended on top of that game with entries such as the FedEx “Changing World” Integrated campaign, Saridon “Persistent Headaches” posters, and Anlene “Glass Bones” posters among others. BBDO Guerrero was also the first agency to prove its creative prowess against the new measure for the category, which now rewards consistency in craft and quality of ideas across different accounts and media vehicles instead of freshness. CCO and Chairman David Guerrero and ECD Brandie Tan led the team in receiving their awards. Publicis JimenezBasic also stood its ground as one of the country’s most results-oriented agencies with a risky entry. Instead of opting to enter a new product launch, the agency decided to go with the “Lucky Me Family Meals” advocacy campaign which could’ve easily been shot down by other sales-driven rivals. Two metals into the night though, the agency’s gut feel was proven right. “It’s a new way of winning in marketing performance – both rationally and through the heart,” shared Bebot Ngo, co-CEO of Publicis JimenezBasic. The numbers game also translated into another win for the agency, with Publicis

JimenezBasic emerging Best in Business Management. Joining Ngo to receive the awards was co-CEO JR Ramos. Meanwhile, DM9 JaymeSyfu walked home with Best in Leadership and Community Service. Managing Partner and CCO Merlee Jayme led the team onstage. The sound leviathan HIT Productions also came back for more, this time winning their 11th plate in the Radio Production House of the Year Category. Partners Salito Malca, Dennis Cham and Vic Icasas once again took their rightful spot on the AOY stage to receive the award. Unitel Productions also returned for its sixth win as TV Production House of the Year – in essence at least. “We were so busy and we weren’t really expecting to win. But still, we’re definitely very thankful of the recognition,” shared Unitel’s VP Maricel Royo. Accepting the trophy on their behalf was Madonna Tarrayo of Straight Shooters. RedWorks also bagged the Print Production House of the Year Award, while Underground Logic took a bow as the Post Production House of the Year. MediaCom also defended last year’s twin triumph by snagging the plates for both overall and business performance in the Media Excellence Category. ZenithOptimedia, on the other hand, was recognized in the creative sub-category. First of Firsts While all eyes were on the top prize, the crowd still held their breath for the inaugural Independent and Digital AOY winners. The Independent AOY was particularly special to this year’s AOY Executive Committee, with Mangada noting that a huge majority of the 4As actually consists of independent agencies. “AOY recognizes the less flamboyant yet equally crucial players in the industry, this time, breaking the elitist perception that has clouded the awards show for so many years,” he said in his opening speech. In the end, ASPAC/Law was crowned king of the Indies. “There are no words to express our pride in being the first to be given this honor, we thank the AOY 2010 Team under Melvin for making this new category happen. This award inspires us to keep producing work that incites love and loyalty for all the brands we handle,” said Miguel Ramos, president of ASPAC. OgilvyOne also took home the inaugural Digital Excellence Award, outshining giants BBDO Guerrero/Proximity and McCann MRM, as well as NuWorks and Media Contacts. The win is another feather on the agency’s cap, having recently landed on the Digital shortlist of Spikes Asia 2011 for Unilever’s “Nurture Nature”. Managing Director Melissa Crucilio joined her team to get the historical plate.

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Talk of the town With a limited number of plates in the top categories, it was inevitable for some agencies to walk home empty-handed. Leo Burnett’s stellar showing as finalist in Industry Leadership, Market Performance, and Creative didn’t generate plates. Lowe Philippines also fell a little short, after making it as finalist in Market Performance and Management of Business. Despite winning the world over with its award-winning ads, Ace Saatchi & Saatchi’s AOY story unfortunately followed the weighed-butfound-wanting path that it has frequented. If it’s any consolation though, the agency got really close in this year’s race, emerging as finalist in Industry Leadership, Creative, and even the AOY itself. The “where’s McCann” question also continued to be asked in most circles, but the agency decided not to comment on its absence in this year’s competition. Like many other AOYs, the night ended with the spectacular mix of creative triumphs and pent-up frustrations. TBWA\Santiago Mangada Puno retreated to their headquarters where cold beer was waiting. BBDO Guerrero partied the night away at M Cafe. Meanwhile, Ace Saatchi & Saatchi and Ogilvy & Mather took a classy turn with a nightcap at the Makati Shangri-La Conway’s Bar. And as the men loosened their ties, and the ladies traded in their heels for a night of barefoot frivolity, one can say that there’s no escaping high school with these fiercely competitive admen and women. With that, AOY takes a bow – for now.

AGENCY OF THE YEAR FINALISTS: Ace Saatchi & Saatchi / BBDO Guerrero DM9 JaymeSyfu / Publicis JimenezBasic

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AGENCY OF THE YEAR 2010

WINNERS

BBDO GUERRERO

BEST IN CREATIVITY

Last year's AOY showed that freshness isn't everything in bagging Best in Creative. A slew of award-winning campaigns that wowed the world's toughest juries became BBDO Guerrero's claim to Best in Creative at this year's show, thanks to consistent quality in craft and ideas across various account types and media vehicles.

BBDO Guerrero's Entries: Anlene “Glass Bones” posters Dole “Made of Sunshine” billboards FedEx “Changing World” Integrated campaign FedEx “Eurolane” Integrated campaign Pepsi “Bottle School” Integrated campaign Saridon “Persistent Headaches” posters

Finalists: Ace Saatchi & Saatchi / DM9 JaymeSyfu Leo Burnett / TBWA\Santiago Mangada Puno

PUBLICIS JIMENEZBASIC BEST IN MANAGEMENT OF BUSINESS

Coming off a -2% revenue growth in 2009, Publicis JimenezBasic roared back to close 2010 up 13% in terms of revenue (the agency’s all-time best since the 2003 merger). These numbers get even bigger when you realize the hundreds of millions of pesos that the percentages represent. This was a showing buoyed by an impressive array of new clients. But the numbers aren’t the story. Not as much, at least, as the people behind them. The talented and driven men and women who proved that even in the rarefied air of The Top, there is always room for growth. Small wonder then that the rewards for the agency’s efforts have been exclamation points in themselves. As an incentive, the Publicis JimenezBasic team earned themselves a nice little Greek holiday. And a year of colossal effort was capped by a handsome bonus. No big surprise then that 10.5 years is the average tenure of the Publicis JimenezBasic crew. The only thing bigger than our collective joy over last year’s run, is our hope for the year ahead. Finalists: DM9 JaymeSyfu / Lowe Inc. Ogilvy & Mather / TBWA\Santiago Mangada Puno

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AGENCY OF THE YEAR 2010

WINNERS

PUBLICIS JIMENEZBASIC BEST IN MARKET PERFORMANCE

Lucky Me! And Greenwich proved to be a lucky double for Publicis JimenezBasic’s Market performance win. Despite the ever-growing competitiveness in the instant noodle business, Lucky Me! has solidly maintained its spot as the dominant market leader. Riding on its advocacy campaign “Kainang Pamilya Mahalaga” (Importance of Eating with Family), the brand zeroed in on an alarmingly rampant yet taboo teen issue in 2010: Teen Pregnancy. The main message aimed to demonstrate how the dinner meal could be an occasion to guide peer-pressured teenagers towards the right path. The campaign was well-supported in key channels, which resulted to highly favorable business results. Meanwhile, Greenwich in 2010 was already the leading pizza chain in the Philippines. In perception however, Pizza Hut was still seen as the leader in size and taste. Greenwich wanted to bring the brand to greater heights. The campaign’s key message was captured into two words: “Level up!”. A week after launch, non-aided viral sharing quickly spread through Youtube and Facebook Campaign Wave 1 (January to March 2010) posted growth in total pizza sales of 9.13%. Wave 2, (May to July 2010) posted 12.2% – the highest growth for a single quarter in Greenwich’s history. Brand Imagery Scores also improved versus previous year and pizza competitors, cementing Greenwich’s reputation as the undisputed market leader.

Finalists: Leo Burnett / Lowe Inc. TBWA\Santiago Mangada Puno / Y&R Philippines Inc.

DM9 JAYMESYFU

BEST IN INDUSTRY LEADERSHIP AND COMMUNITY SERVICE In an industry known to favor popular schools in a heartbeat, DM9 JaymeSyfu went North to Bulacan and shared its passion for advertising to a virtually unknown but talent-rich school – the Bulacan State University. Dubbed “DM9/BulSU Ideas School”, senior DM9 employees dedicated their Saturdays to teach these gifted students key disciplines in advertising through exercises and critiques. Full-year scholarships and cost-of-living allowances were also rewarded to the most oustanding students. DM9’s rebranding of Caritas-in-Kind to “Segunda Mana” was also noticed. Proceeds increased the 2009 earnings from P8,082,979 to a staggering P11,282,802 in 2010 (40% increase), the highest earnings Caritas Manila has seen versus its other programs. Lakihan Mo Logo Nights and the agency's involvement in the adobo cup, and the 4As also scored for DM9. Finalists Ace Saatchi & Saatchi / BBDO Guerrero Leo Burnett / TBWA\Santiago Mangada Puno

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Ace Saatchi & Saatchi Chairman Arthur Young

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TBWA\SMP's Portia Catuira

BBDO Guerrero's Tony Harris

HIT Productions' Dennis Cham and adobo magazine's Angel Guerrero

DDB's Joey Ong

Ogilvy's Randy Aquino and Bayantel's John Rojo

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AGENCY OF THE YEAR 2010

WINNERS

MEDIACOM

OVERALL MEDIA EXCELLENCE AND BEST IN BUSINESS PERFORMANCE Aside from syndicated research tools, MediaCom also invested heavily on proprietary tools to ensure the best groundwork. Among them were “3D”, a comprehensive single source study covering brand relationships, consumer segmentation and media consumption; “Pinergy”, the most advanced TV optimizer that gives the most effective and efficient TV recommendations; “Benchmark”, a desktop solution to help clients set marketing and media budget; and mAllocator, an allocation system that enables the best recommendation on how to spread media funds. Procter & Gamble helped MediaCom make its case both for Overall and Business Performance. Key brand measures increased massively. Awareness index registered 255, Brand Used Most Often at 518 and Op Share at 286, altogether driving volume shares by +2.7%. Shipments target were also surpassed by 70% and Pampers Active Baby toppled the leading competitor in the diaper category. P&G’s 75th Anniversary’s core idea of Touching Lives also turned out to be a winner. Total awareness for P&G brands increased by an average index of 178. Finalists: Maxus / Media Edge:CIA / Mindshare / ZenithOptimedia

ZENITHOPTIMEDIA

MEDIA EXCELLENCE FOR CREATIVITY ZenithOptimedia won on the strength of their two entries for Nestle Philippines. The first was for the relaunch of Nescafe Decaf where the team implemented many ‘firsts’ in media, such as a Glow in the Dark magazine ad (a first in Philippine history) and well-timed media placements both on-air and out-of-home to encourage consumers to drink another cup of coffee at night. As a result, Nescafe Decaf’s awareness measures posted a significant increase across all media channels. The second entry was for the advocacy campaign of Milo Powdered Drink’s “Run for a Cause: Give a Child a Pair of Shoes” and “Green Day”. The media marathon was exploded to include a custom-made music video tied-up with the leading Sunday TV noontime show. Vignettes sharing the engaging stories of the recipients, runner’s tips prior to the marathons, count-up on the number of Milo shoes given and live countdowns on different Milo Marathons were shown.

Finalists: Maxus / Media Edge:CIA / Mindshare / ZenithOptimedia

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Publicis JiemenzBasic's Don Sevilla

TBWA\SMP's Melvin Mangada

Ogilvy celebrates their Digital Excellence Award

Hosts Maricar Reyes and Jake Cuenca

HIT Productions' Salito Malca 2011 AOY Committee

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AGENCY OF THE YEAR 2010

WINNERS

ASPAC/LAW

INDEPENDENT AGENCY OF THE YEAR A more aggressive 2010 marketing campaign from Merck Philippines’ Sangobion boded well for ASPAC/Law and its attempt at being the inaugural AOY. The Challenge: To position Sangobion as a leading iron-supplement brand for the local market’s women – specifically stressed-out multi-tasking moms. Instead of the usual science-driven campaign, Sangobion was advertised as a supplement to help moms become “beautiful in mind and body”. From zero awareness, Sangobion gained significant levels of total awareness by end of the campaign. ASPAC/Law succeeded in increasing Sangobion value and market share, as it dramatically raised awareness for the brand. Merck also enjoyed accelerated growth with Sangobion’s campaign, despite investing significantly less than the competition. Even as the overall OTC market was declining, Sangobion grew in value and jumped up 23 positions in the rankings for the top 100 OTC brands by July 2010. By end of the 2010, Sangobion had grown its market share to 13.64% – an increase of 53.1%. Sangobion’s success story is now a Merck regional case study, a testament to the solid results that Merck wants to achieve from all the brands in its portfolio.

Finalists: Amon + Maneze & Partners Inc. / CCC.Blue Bottle Inc.

OGILVY & MATHER

DIGITAL EXCELLENCE OF THE YEAR Ogilvy won with three case studies. First, the Nike “Train to Win” which immersed consumers in an online experience of Pacquiao's dedication to training. Within 10 days, the website garnered 300% more page views than Nike’s previous Pacquiao campaign, despite having less than 30%of the previous campaign’s online media budget. A line of Nike Manny Pacquiao cross-training shoes was designed specifically to commemorate the Paquiao-Clottey match, and this special edition footwear was launched concurrently with the “Train to Win Campaign”. Just two weeks after the campaign’s launch, Nike sold 100% of the stock of the Pacquiao shoes. Second is for KFC Krushers, where the agency developed “The Sweet Escape”, a platform geared toward teens. The metrics from a previous KFC online promo was set as the benchmark, which “The Sweet Escape” exceeded by 243%. Over 4,000 photos were submitted, with viewers casting over 470,000 votes for their favorite entries. KFC Krushers sales were also up by 154% versus the pre-campaign period. Third is for Rexona’s “Nurture Nature”. In one month, the campaign’s live feeds were viewed for a total of 687 hours. It also received almost 50 million impressions, 269% above the target, and achieved an equivalent of PHP 2,4M in earned media. Finalists: BBDO Guerrero / McCann MRM / Media Contacts / NuWorks

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AGENCY OF THE YEAR 2010

WINNERS

UNITEL

TV PRODUCTION HOUSE OF THE YEAR Sunlife “Run” Globe “Handwriting” ADB “School” Dunkin Donuts “Words” Lucky Me Chow Mien “Kung Fu Master” PLDT “Gold”

Finalists: Film Experts / Film Pabrika / Production Village / Straight Shooters

REDWORKS

PRINT PRODUCTION HOUSE OF THE YEAR

Adora Catalogue LC Inspire Nike UAAP Portofino Tang Flavors WWF Cursor Finalists: Calypso Femar Integrated

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AGENCY OF THE YEAR 2010

WINNERS

HIT PRODUCTIONS RADIO PRODUCTION HOUSE OF THE YEAR

TVC “Bouncer”, Selecta Cornetto “The Gift”, Milo Powder “Song C”, Coca- Cola

Radio “Jun-Jun”, Kythe Inc. “Break-Up”, Pizza Hut “List”, Hewlett Packard

Finalists: Noisy Neighbors / Sound Design

UNDERGROUND LOGIC POST PRODUCTION HOUSE OF THE YEAR

“Earthqueen”, Innovitelle "Gift" Nestle Philippines "Gospel", Coca-Cola Philippines "Jetsetter", Unilever Philippines "Sunshine", Petron Blaze "Winner", Resorts World Manila Finalists: Roadrunner / Optima Digital

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CREATIVE REVIEW

YANG YEO, CCO OF JWT SHANGHAI

Yang Yeo Chief Creative Officer JWT Shanghai

Known for his infectious laughter and passion for good food, Yang is also famed for shaping creativity in China since his arrival to Shanghai in 2006. He led China to its first Cannes Gold Lion win in 2008 with adidas Beijing Olympic campaign. A year later, Yang won more Lions with the beautifully crafted CEPF “Shan Shui” campaign, and walked away with the Agency of the Year accolade at AdFest. Most recently, Yang and his team won the first-ever Cannes Grand Prix for China with the Samsonite “Heaven & Hell” print ad. JWT Shanghai under Yang’s leadership has transformed into a true creative powerhouse and one of the most awarded agency in the Asia Pacific region.

I judged this campaign in a couple of award shows this year, “Yikesss!!!”, “Eeewww!!!”, “Ahhhh” were the initial reactions from the foreign judges. They’re not used to seeing legs, skin, head, and feathers attached to the meat produce they buy from the market. Unlike us Asians, we know the best way to keep the produce fresh is in their original skin. “Just like bananas,” I said. “Oh I see!”, raising their hands to vote it in, while looking the other way. Campaigns like this will resonate well in our region, but might not travel as well. I personally like it a lot for its arresting visual and clear benefit. Well done. M Wrap “Chicken”, “Fish”, “Pork” Creative Juice/g1/TBWA

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A fun and well executed campaign with reasonably good casting and photography. The only let down is that the idea is rather old. Electrolux Ultra Active “Bath House”, “Restaurant”, “Store” Y&R Beijing

A well-crafted piece which successfully communicated the mental and physical agony through the slightly over complex visual. Getting inspiration from the contemporary art world is fine, but if client budget allowing, I would have preferred if the final art was produced by the original artist Kuksi.

Paramex “Hell” Ogilvy & Mather Jakarta

Intriguing visual stories that got me keen to investigate the idea deeper, but unlike the abovementioned M Wrap campaign where the benefit is clear, I struggled to connect the visual idea to Tupperware. The line “Organize chaos” is a good attempt to link the two, but the idea remains stretched. I do like the uniformed visual treatment of the main subjects in mid-air but the photographic treatment for the background seems cold and fake. Tupperware “Crayons”, “Cutlery”, “Jellybeans” Lowe Singapore

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CREATIVE REVIEW

YANG YEO, CCO OF JWT SHANGHAI

An infomercial with low quality production value. DPC Yellow Pages “Faith” Harrison Communications

I thought it was just me, so I took this spot and share it with a senior planner, media director, and creative director. And still collectively, we don’t get why three rather charming old men with “little memory space” has got to do with a P25 McFloat as part of an Everyday McSavers campaign? McDonald’s “Groovy” Leo Burnett Manila

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Highly entertaining, captivating, and rewarding technology. I like it so much that I would play it on my Land Rover LCD screen. Land Rover “Music Visualizer” Y&R Philippines

The only connection between the Sentai group and Slurpees are the colours. Not sure what Japanese sub-culture, or wannabe super heroes got to do with the story, brand, or product. I can agree not everything we do needs an idea, as long as it’s engaging, entertaining, or utilitarian. Unfortunately, this spot is not any of the above. 7Eleven “Sentai” Lowe Philippines

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BOOK REVIEW

CREATIVE MISCHIEF

BOOK REVIEW

Creative Mischief by Dave Trott Words: Paul Grubb, former Chief Creative Officer, Publicis Thailand

How’s this for an agency name: Finn Grubb Waters Henry Chaldecott Rainey Kelly O’Malley Simons Clemmow Johnson Price? Sounds ridiculous, but these are all names above incredibly successful agency doors. And before that, they all worked at Gold Greenlees Trott (GGT). If you don’t know who Dave Trott is, you’re missing out on a huge chunk of advertising history. His agency was one of the most successful and groundbreaking creative agencies in the business. He has probably spawned more agency owners than any other, in a large part down to the influence of this one advertising genius. Even the fabulous David Guerrero used to visit GGT to have his portfolio critiqued - not by me, thankfully - for the Philippine adscene. This book is a selection of anecdotes, stories and learnings from his long career that began at Art School in New York, all the way through his time at BMP with John Webster, GGT and beyond. Dave is the opposite of your typical university-educated adman. Born in Barking, East London, (he always called his mom’s house Barkingham Palace) he speaks more like a street-market trader than a silky-tongued salesman. He’s a converted Buddhist (his wife Cathy is Singaporean) and draws from and teaches using his working class background and Buddhism, as well as some incredibly appropriate and wellresearched historical and military analogies. His teachings are also as much about life as they are about advertising. There’s been a spate of advertising books this year from some very heavyweight and influential creatives – Sir John Hegarty, Andrew Cracknell, Neil

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01

French - out here in Asia. So what else distinguishes Trott’s book? Well, his writing style for one. He writes in short, staccato sentences. Body copy style. Just the way one of his heroes, DDB’s Helmut Krone, chopped Julian Koenig’s copy. Because it looked better. And read punchier. BAM! Dave’s world is very black or white. What is, is. What isn’t, isn’t. He has an unerring logic that is very difficult to argue with. I should know – I was lucky enough to be the first creative he hired at the newly formed GGT. I worked for him for

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ten years and don’t remember once winning an argument or debate. And we had some fierce ones. Unlike some companies, you didn’t get fired at GGT for disagreeing with the owner. He was just better than everyone else. Dave has always (in my opinion) approached our business from the point of view that no one outside advertising cares about advertising. It’s up to us to grab their attention. So GGT’s work was inevitably impactful, often controversial, and even more award-winning. Still, the end goal of sales remains clearly in sight. Surprisingly, for such a mercurial creative director, he kept a low public profile for many years. Thankfully, now, he’s beginning to spread his knowledge with his regular blog: www.cstthegate.com/ davetrott. It would be impossible for Dave to cram his seemingly infinite wisdom into a small paperback book. Moreover, no amount of reading will turn you into a Trott,

Paul Grubb

Hegarty, Cracknell or French. Still, Dave’s rapid-fire machine gun writing style with the accuracy of a sniper’s rifle, comes as close as you can get to being genuinely useful, everyday advice on how to deal with the (self imposed and unnecessary) complexities of what is essentially one of the simplest and most enjoyable businesses on the planet. So if it’s cut-through-the-crap common sense you’re looking for, you just found it.

PAUL GRUBB spent 25 years at the top of the UK adscene (including 15 running his own successful agency) before moving to Asia. He handled Lowe’s Unilever business across Asia and later became Publicis as Chief Creative Officer in Thailand. He is now on his next adventure.


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BANG FOR THE BUCK

PAY WITH A TWEET

BANG FOR THE BUCK case studies of effective creativity

Innovative Thunder, “Pay with a Tweet”, R/GA

The Brand Pay with a Tweet The Agency R/GA The Challenge In the summer of 2010, Leif Abraham and Christian Behrendt, the creative team known as Innovative Thunder, wanted to promote their book Oh My God What Happened and What Should I Do? As they were not renowned authors and have never written a bestseller, reaching the masses proved to be challenging.

The Execution The “Pay with a Tweet” button was embedded on the product website. People who want the product only need to click on the button which enables them to tweet about it. They are then able to download the book. “Pay with A Tweet” turned out to be so much more than a book launch campaign, but a whole new way to trade content online. Content creators simply fill out a form to get the button.

Cannes Lions 2011 Cyber Grand Prix Cannes Lions 2011 Promo Bronze Clio Awards 2011 Content & Contact Silver Clio Awards 2011 Innovation Bronze D&AD 2011 Digital Advertising Yellow Pencil Andy Awards 2011 Agency Innovation Silver Andy Awards 2011 Creative Technology ADC 2011 Hybrid

The Idea The first social payment system, where people pay with the value of their social network – “Pay with a Tweet”. These days, mentions have become a currency in itself and may even be more valuable than the price of the product. The book was sold for the price of a tweet, where buyers tweet about the product until the message reached all the buyers’ followers. Followers then pay with a tweet themselves, resulting to an endless cycle.

The Results The success of the campaign was immediate. From the success of the initial run with the book Oh My God What Happen And What Should I Do?, “Pay with a Tweet” became a phenomenon. In the first 72 hours of its launch, 13,000 copies of the book were downloaded and it became the third top trending topic on Twitter worldwide. Within the first six months, 170,000 copies were downloaded. Without any other promotion, thousands of copies of the book have been sold on Amazon. More importantly, “Pay with a Tweet” created a new currency, revolutionizing the impact of social media on consumer purchasing power. More than 10,000 pay-per-tweet buttons have been created with more than 400,000 people paying for something with a tweet. It has been used by musicians, authors and filmmakers, as well as thousands of brands such as Microsoft

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The Strategy Being a book on digital, it only made sense for the promotion and distribution to be online. The method must also be viral.

AWARDS

ADC 2011 Interactive Silver ADC 2011 Media Innovation Silver One Show Interactive 2011 Bronze Tomorrow Awards 2011 Webby Awards 2011

CREDITS Client: Innovative Thunder Product: Pay with a Tweet Advertising Agency: R/GA Associate Creative Directors: Leif Abraham Christian Behrendt Programmers: Alexander Milde, John Tubert

and Greenpeace. Thousands of companies and creatives are now spreading the word about their goods for the price of a tweet.


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REGIONAL

Regional Newsbriefs JWT Melbourne introduces wi-fiction Australia—JWT Melbourne has launched the world’s first digital literary innovation at the Melbourne Writers Festival, using Wi-Fi networks to bring short stories to the mobile devices of unsuspecting festival goers. Called Wi-Fiction, the initiative was created as part of JWT’s brief from Melbourne Writers Festival to make stories more accessible to the public. The festival is host to thousands of literary enthusiasts, all of whom are in search of a good read. This year wi-fiction, will be a remarkable chapter of their festival experiences Powering Wi-Fiction is ‘Router Writer’, a box full of wireless routers placed at the epicenter of the weeklong festival held at Federation Square Atrium. The magic begins once users connect to the net with tablets and other portable, wireless gadgets. Unlike the usual, boring list of available wi-fi networks, the creative take exposes users to a more colorful list of Wi-Fi networks – one that comes complete with plots, twists, and complete stories, on top of stable net connections to boot.

ADMAN 2011

Leo Burnett Thailand tops Adman 2011

WPP opens school in Shanghai China—WPP and the Shanghai Art & Design Academy (SADA), jointly announced the establishment of the WPP School of Marketing and Communications located on SADA’s 218-acre campus. The school marks China’s first professional marketing and communications three-year diploma program, bringing together a strong academic and creative curriculum combined with practical application. WPP companies will work closely with SADA to develop the School’s curriculum and hire full-time faculty. Senior staff from WPP companies will serve as part-time faculty and act as mentors. Internship and training opportunities will also be provided to students. SADA has more than 50 years of history as an advanced education institution, and has a reputation for cultivating nationally renowned design masters and artists in China. It is part of the Shanghai Guosheng Group, a leading state-owned investment holding company. 

Asians are gym rats, cinephiles and foodies: MasterCard survey Asia—According to the results of the latest MasterCard Survey on “Consumer Purchasing Priorities – Dining and Entertainment”, nearly 80% of respondents among the Asia Pacific markets surveyed want to spend more than or the same amount of time on dining out and leisure activities in the six months ahead as they are currently doing. Cinemas were the top entertainment outlet visited in the last six months for 12 of the 14 markets surveyed, led by Australia and Singapore (75%) and South Korea (74%).  More respondents across all markets surveyed intend to visit gyms and health clubs in the next six months, led by Thailand, where 44% intend to visit in the six months ahead compared to 26% who went in the last six months, and the Philippines (from 20% to 32%).

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The Leo Burnett Group Thailand emerged victorious at the most recent Adman 2011, as it took home the coveted Agency of the Year title. The agency edged out Ogilvy & Mather and Creative Juice\Bangkok, which secured second and third places, respectively. McCann Worldgroup won Best of Film for its “Khon/Nom/Thung” commercials for the Sexuality Talk program of the Thai Health Promotion Foundation. The foundation was also named Advertiser of the Year. Production House of the Year went to Phenomena. A total of two Best of Shows, 22 Golds, 67 Silvers and 51 Bronzes were awarded this year. Contributing to Leo Burnett’s Agency of the Year award were wins including the coveted theme award Seize the Change, and a Best of Outdoor & Ambience for “The Organ Story” for True Corporation. The latter also won two Golds and a Bronze. What’s more, the campaign helped the Thai Red Cross increase the number of organ donors. “We needed to get people to come to the donation booths and convince them to become

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donors,” said Leo Burnett Group Thailand ECD Sompat Trisadikun. “Our way around it was to help our target audience see that organ donation is a beautiful act worth doing once in a lifetime. We created the giant organ art pieces and inserted the audio testimonials of real donors and recipients, telling their personal organ donation stories. Then we placed the organs at the donation booth in 12 locations all over Thailand. The results were amazing.” The agency received a total of one Best of Show, seven Golds, five Silvers and six Bronzes. It also picked up the inaugural People’s Vote award for its Panyee FC campaign for TMB, which also garnered four Golds and a Silver. A total of 750 entries were submitted to Adman Awards 2011, which is currently on its 8th year, representing a 10% increase in submission from last year.

01 Leo Burnett Thailand team


BATES CHANGENGAGE

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bates: “Changengage” with a new name Asian marketing communications network Bates 141 has dropped the numbers and opted for a shorter name with a stronger sense of purpose. Now known simply as bates, the WPP agency has launched a new philosophy that underscores the importance of conversations and relationships through a model aptly dubbed “changengage”. The new model pushes the agency to embrace technology across all disciplines, making it more adaptable to client-specific needs and requirements. It will also work double time on driving strategies that will deliver new engagement ideas and provoke new conversations. In the Philippines, bates follows the regional directive by going beyond traditional advertising and its limitations – all as it makes sure to erase the line that often differentiates above- and belowthe-line strategies from each other. “There’s no such thing as ATL and BTL anymore, what we now offer are just communications solutions – plain and simple!” explains Mitos Borromeo, Chief Strategy and New Business Consultant for bates in Manila. Borromeo also revealed that the decision to formally drop “141” is in line with the agency’s more integrated approach. Afterall, 141 is an activation agency, a specialized category that has now been folded into bates’ redefined approach in creating unified communications solutions. Having been tested and perfected in Singapore since January this year, the new “Changengage” ethos will guide the agency in scaling the quickly-evolving communications landscape around the globe. The initial run proved successful for bates and its Singapore office, having won the agency at least nine new accounts since they introduced the philosophy to prospective clients. Even the bolder take on campaigns and ads has given the agency more reasons to be proud of the “big enough to dare, small enough to care” mantra as regional creatives. “Change has always been what we do best, and remains so. In a world where change is so rapid and fundamental, being change experts is even more relevant than ever,” says Tim Isaac, Asia Pacific Regional Chair of bates. “The role of marketing has changed from creating communications, to creating communities, because brands that engage communities far outperform those who are still speaking to a wider audience,” he quotes from a book. “Changengage” will also be the agency’s benchmark in engaging customers by inspiring

them to talk about campaigns that have been tactically ingrained in their daily lives. The challenge now lies in making bates the best storytellers, the kind that can activate people into sharing the branding stories their campaigns will tell. “Brands need to provoke debates rather than dish out doctrines. By understanding the larger shifts in people’s lives, our new positioning and thinking prepare us to engage this world in new ways, to start new conversations with people,” says Dheeraj Sinha, bates Regional Planning Director. Whether it’s identifying “change points” or zeroing in on what exactly is going on in the consumers’ heads, “Changengage” promises to raise audiences from being mere spectators to active participants. “We need to factor in the lives people lead in our campaigns. That’s why it needs to be fluid,” shares Sonal Dabral, Regional ECD of bates. With this, he also promised that bates will transform into something bold and provocative, sexy and sparkling – thanks to the younger, more nimble team and that will carry out the “Changengage” philosophy.

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Change has always been what we do best, and remains so. In a world where change is so rapid and fundamental, being change experts is even more relevant than ever.

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PARA OLYMPIANS/ ADFEST IN PATTAYA

Para Olympians honored in Malaysian ads Speed and determination came in a new form as Malaysian car manufacturer Proton launched a campaign that celebrates Para Olympians in their shining moments. Making the vision possible is Leo Burnett Kuala Lumpur, which came up with a series of TVCs that urge the viewing public to “believe in those who believe in themselves.” The showcase of the spirit of perseverance was developed in conjunction with the Hari Merdeka, Hari Raya and Hari Malaysia celebrations. Among the unsung heroes celebrated in the TVCs were female weightlifter Siow Lee Chan, a Bronze Medalist in the Beijing Paralympics and Ariffahmi Zaquan Arrifin, Gold Medalist in the Tour Championship Series ITF 1. “Our

Para Olympians are a real and true manifestation of this spirit. Let’s celebrate and be inspired by them,” said the agency.

Advertiser: Proton Agency: Leo Burnett Kuala Lumpur Executive Creative Director: Ali Mohamed Creative Director : Zaidi Awang Art director: Najman Syah Writer: Abdul Malik Abdullah Planner: Sutapa Bhattacharya Client Servicing: Azmir Malek Media agency: Universal McCann Production house: Chillipeppers Director/Photographer: Tan Yew Leong Edit House: Mirage Exposure: TV, Print

Fast Forward to ADFEST 2012 in Pattaya

The 15th Asia Pacific Advertising Festival (ADFEST) returns to its flagship location in Pattaya, Thailand on March 18 to 20, 2012. Themed “Fast Forward”, the festival reflects the exponential growth of new channels and free market forces in Asia Pacific. Vinit Suraphongchai, chairman of the ADFEST Working Committee explained the decision to move back to Pattaya from Phuket: “Our poll of delegates at the end of ADFEST 2011 told us that people enjoyed the relaxed atmosphere, easy networking and change of location, but at times

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the venue felt a little over-crowded. A large number of delegates said they found Pattaya more convenient due to its proximity to Bangkok. With this in mind, we have concluded that the Pattaya Exhibition and Conference Hall (PEACH) remains the only venue in Thailand large enough to accommodate a festival as large and popular as ADFEST.” “From the organizer’s viewpoint, it was more difficult to achieve the standards that we set for ourselves and it would be difficult to accommodate any increase in delegates in the future,” adds

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ADFEST President Jimmy Lam. “We are looking forward to welcoming all to exchange ideas and experiences, enjoy the company of old friends and making new ones in a very relaxed and friendly environment where everything is under one roof.” Bob Greenberg, the visionary co-founder of one of the world’s most successful integrated agencies, will be Grand Jury President and Cyber Jury President at ADFEST 2012. Greenberg is CEO and global chief creative officer at R/GA. The call for entries for the 2012 ADFEST Lotus Awards is now open,

including submissions for the new Film Lotus subcategories Interactive Film and Other Film. The two entry deadlines for ADFEST 2012 are December 23, 2011 for Radio, Cyber, 360, INNOVA and Lotus Roots; and January 6, 2012 for Film, Press, Outdoor, Direct, Promo, Design, Print Craft, Film Craft, and New Directors. For details, visit www. adfest.com.


KIDLAT AWARDS 2010

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CHRIS FOSTER

Would you leave a high-paying job for one that you do not even like? Chris Foster, chairman and regional CEO of Saatchi & Saatchi Asia Pacific, did. He didn’t like advertising – in the beginning, at least. “I tell you, I didn’t like it at first. Entry level advertising jobs are tough!” Foster admitted. Still, he took the leap, not knowing how deep a plunge it would turn out to be. “I took a pay cut to come and work in advertising, (because) I love that it’s a business about ideas and people.” Being a Philosophy and Economics graduate, perhaps the venture into advertising is only fitting. “The energy, the smart people, the creative culture – my job is the perfect mesh between the left brain and the right brain.” Foster is like the proverbial kid in the candy store the way he enjoys his job for 22 years now, which he says is all about “managing the creative output of people.” Creativity = Saatchi, and vice versa Foster believes that while other agencies are also wellplaced within their own client base, Saatchi has the creative offering that makes them stand out. “Our ideas have always been centered in creativity – it is the reason we exist.” A solid testament to this creative mettle is Procter & Gamble’s participation in Cannes – an eight-year effort that yielded six Lions for Saatchi & Saatchi, including a silver for Tide’s “Talking Stain”. And how did the creative agency convince the reluctant brand to go creative? Foster did it the triedand-tested way: showing all the possibilities. They had a handful of creatives pick five favorite P&G brands and do all the ads that they ever wanted to do for those brands. All the output were then collected and presented, gallery-type, to the client. The result? Foster put it in three words: “Jim (Fortner) embraced it.” Agencies, said Foster, fall into the trap of pushing clients to go for more creative ads, without

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Fostering Creativity

Saatchi & Saatchi Asia Pacific’s Chris Foster bares his creative plans Interview: Angel Guerrero

November - December 2011

Words: Edelrita Rizo


CHRIS FOSTER

showing how the brands would look like after the creative treatment. “I’m biased but I think Saatchi & Saatchi is the best brand (name) in advertising,” Foster said, cool as you please. “To be one of the greatest brands, you have to live up to it, earn that every day, and I think that’s what we do in Saatchi.”

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Creativity has indeed taken Foster a long way – from a job at a trucking business, selling fruit, to turning around one of the biggest brands in the world. Now he dreams of sailing and island hopping in Indonesia; and although his wife might not agree, he could probably find a creative way around it.

Getting there creatively and digitally With a client roster that includes Procter & Gamble, Mead Johnson, Kraft, and Toyota, Saatchi & Saatchi might be the envy of other ad agencies. But for Foster, they still need to establish a creative presence in the region. “We’re not where we should be in Asia,” confessed Foster. “I think we need to get back to our core roots. I think we need to put creativity back on the agenda in a very important way; I’m not sure that was the focus for a while.” Having been tasked to manage a thousand-strong team in 17 offices across 14 countries, Foster made sure to see and study a lot of markets. “(And) when I go around the market, I sit and look at the work,” said Foster. As chairman of the regional Saatchi network, he hopes that his role could be a means for inspiration and setting the pace. “I need to set the agenda for creativity and make sure the right people are on the right jobs,” he said. “It’s everybody’s responsibility in the agency to make sure that they’re making the work better,” Foster added. He also underscored that it is part of his responsibility to ensure the quality of each and every ad. When asked about the agency’s plans on taking the digital dive, Foster acknowledged that they, and their clients, are still feeling their way through it. “Some ask for it and some say my model has worked for me, my business is still growing, why do I need this other thing?” Technology has also been a double-edged sword for Saatchi & Saatchi and its rise to the creative pinnacle. “Technology is evolving too fast (and) you get distracted by the shiny new toys,” said Foster. To make the most of modern developments, the agency tries to focus on executing creative business solutions, instead of focusing on the medium. “Help your clients understand (that digital is) a journey that makes sense.” 01

The awards and rewards of creativity “Awards are very important,” said Foster with a nod. Which ones, though, is an entirely different question. But what is more relevant, at least for Foster, is proving your worth in your own local scene first. “If you first set your sights on your local awards, eventually global will come.” And then there are the economic rewards of creative ads. “As we come out of recession, it’s really important to embrace creativity as an economical multiplier,” noted Foster. The region has the potential for exponential growth, both creatively and economically. Understanding the power of creativity can give a business more room for transformation. There is also what Foster calls “the emotive power of creativity”, which can inspire involvement, engagement, and belief in the brand.

As we come out of recession, it’s really important to embrace creativity as an economical multiplier. 01

Tide "Talking Stain"

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KIDLAT AWARDS 2010

Behind the Media Curtain For 17 years, Pauline Lao has been the invisible force behind some of the country's most successful media campaigns. She is a media innovator extraordinaire, gifted with creativity and foresight when it comes to pulling the right strings to help her message come across. Whether in print or on TV, radio or digital, all-out budget or close to none—from Procter & Gamble to Jollibee Foods Corp.—she has time and again mapped out her company's journeys across the ever-evolving media landscape. “It's not about lording over media. It's more of knowing your audience, listening to your customers, and learning which medium best communicates our ideas,” said Pauline. Beyond the media curtain, she also reigns supreme as a wife and mom to a brood of five (including twins). And with that Pauline stays true to of being queen of all media, queen of life.

Photographer: Dindo Villaester Stylist: Aimee Velasco Hair and Make Up Artist: Matt Marcial and Miko Iso (Ix Chel Style) www.adobomagazine.com November 2011 Location: Tin Hau Restaurant at the Mandarin Oriental- December Hotel


KIDLAT AWARDS 2010

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KIDLAT AWARDS 2010

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2011

Game Changers They came. They played. They changed the game. These game changers pushed the envelope in their respective fields, turning comfort zones into creative war zones with bold, unnerving ideas and gestures. From remarkable individuals to powerhouse groups and agencies, award-winning ads to innovative campaigns, and even down to the coolest and most addictive game, adobo magazine compiles the ultimate movers and shakers of 2011.


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GAME CHANGERS

MANNY PACQUIAO / CARLOS CELDRAN

Manny Pacquiao THE BILLION-PESO PACMAN

From peddling bread as a young boy to participating in street boxing matches as a teenager, eight-division boxing worldchamp and now Sarangani Congressman Manny Pacquiao has indeed gone a long way. Aside from reviving Filipinos' flair for boxing, he has also become marketing gold, constantly churning out local and global endorsements that pay off – both for him and the brand. He was also recently christened by Newsweek as the new Filipino Godfather. “To call Manny Pacquiao a boxer is one of those descriptions that don’t quite fly, like calling Mahatma Gandhi a Hindu lawyer,� says writer Lawrence Osborne. Yes, proof is indeed in the (billion-peso) pudding for the Pacman. t&BSOFE64.EFBMGPS)FXMFUU1BDLBSEIJTGJSTUHMPCBM endorsement stint. t0OFPG&41/BOE'PSCFTh#FTU1BJE"UIMFUFT NBLJOHBUMFBTU US$25 M per annum. t)BTPGGJDJBMMZBENJUUFEUPFZFJOHIJHIFSPGGJDFT(PWFSOPSPG Saranggani by 2016. t"JNTUPCFDPNF1SFTJEFOUPGUIF1IJMJQQJOFTCZ t.BOJMBhTDSJNFSBUFTESPQUP[FSPPOUIFEBZTPG1BDRVJBPhT much-awaited boxing bouts.

Carlos Celdran THE DISRUPTIVE ADVOCATE

Carlos Celdran is not your typical tour guide, frequenting the walls of Intramuros and other historical hotspots in lieu of pristine beaches and luxurious lifestyle hubs. However, even the basic task of walking with and talking to a bunch of tourists become larger than life with Celdran and his creative approach to the otherwise dated job. Add to that his active involvement with the RH Bill and you'll see that this self-proclaimed “Narcissist, Noisy Minority, Opinionated Bastard, and Fool,� definitely got something right. t1SFTFOUT0ME.BOJMBJOBOBMMOFXMJHIUXJUITPOHT QFSGPSNBODFTBOEUSJWJBSJEEMFEUPVST t)BSEDPSFBEWPDBUFPGUIF3)#JMM t%POOFEB+PTF3J[BMDPTUVNFBOEEJTSVQUFEBOFDVNFOJDBMTFSWJDFXJUIBQMBDBSEUIBU read “Damaso�, referring to the fascist church leader in Rizal's iconic Noli Me Tangere. t-BOEFEJOKBJMGPSJU ti*hNSFBMMZTPSSZGPSUIFNFUIPE CVU*IPQFZPVIFBSENZNFTTBHFMPVEBOEDMFBSoBOE my message is unapologetic!�

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AZKALS / ILLAC DIAZ

GAME CHANGERS

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Philippine Azkals THE NEW SPORTS HEROES

Basketball, boxing, and occasionally, billiards – these have been staples of Philippine sports. But come 2011, the country had a change of heart, thanks to the current squad of the Philippine National Team, aka, the Azkals. Packed with (good-looking) half-Pinoys and imports, the hunky athletes initially won the audience's hearts with the Younghusbands. Soon, the new heroes of Philippine sports began to sign endorsement deals, win some games, and eventually democratized what was once branded as a rich-kid specialty sport. And while the team eventually lost their shot at the FIFA qualifiers, and had their fair share of rolled down billboards, there's no denying that they've still got game. t%FWPVUGBOTSFQPSUFE"[LBMTHBNFJO.ZBONBSMJWFWJB5XJUUFSUPTLFXUIFDPVOUSZhT restrictive broadcast policies. t)VHF5XJUUFSGPMMPXJOH1IJM:PVOHIVTCBOE   /FJM&UIFSJEHF   BOE James Younghusband (68,824). t#SBOETFOEPSTFECZ"[LBMTBOENFNCFST#FODI 'PMEFE)VOHBOE)VTI1VQQJFT SFUBJM  Cortal SQR (OTC); Fit n' Right, Century Tuna and Kenny Rogers (F&B); BlackBerry and Smart (telecoms); Datu Puti and Silver Swan (consumer goods); and Suzuki (motorcycle), among others.

Illac Diaz PRINCE OF LIGHT

With his model good looks and pioneering can-do spirit, Illac Diaz belongs to the new breed of social entrepreneurs seeking solutions to widespread problems. The executive director of MyShelter Foundation has taken local, sustainable materials and low-cost innovations and brought them to communities that could benefit the most from them. His projects include schools made out of plastic bottles and earth bags, and the Pier One dormitory for seafarers. On November 30, Diaz aims to set a new record by lighting up 30 communities in 17 cities with simple solar bulbs. By bringing inexpensive technology to the masses, he lives up to his name, which is Aztec for “God of Light�. t)PNFTUPCFMJHIUFEJOXPSMESFDPSEBUUFNQU  t4PMBSCVMCNBUFSJBMTMJUFSTPEBCPUUMF TRGUSPPGTIFFU QVSJGJFE water, camera film dispenser, chlorine, rubber sealant t"XBSET:PVOH(MPCBM-FBEFS 8PSME&DPOPNJD'PSVN 5FO0VUTUBOEJOH Young Persons of the World (Jaycees International), Ernst & Young Innovation Entrepreneur of the Year t&EVDBUJPO"TJBO*OTUJUVUFPG.BOBHFNFOU .BTTBDIVTFUUT*OTUJUVUFPG Technology, Harvard University

November - December 2011

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GAME CHANGERS

MARLON RIVERA / ANGRY BIRDS

Marlon Rivera THE SHIVA OF CREATIVES

The cup is never half-empty (or half-full) for Publicis Manila President and Chief Creative Officer Marlon Rivera. His cup always runneth over, just the way he likes it. Whether he's leading a creative agency, or designing clothes, or at one point, being a self-confessed counter guy for a makeup brand, Marlon's multi-tasking nature would put the many hands of Shiva to shame. And with his directorial debut "Ang Babae sa Septic Tank's" critical and box-office success, Marlon is indeed one of this year's most memorable game-changers – in more ways than one!

t.BSMPOhT"OH#BCBFTB4FQUJD5BOLTXFQU$JOFNBMBZB"XBSET t)JTGJMNXPO#FTU1JDUVSF #FTU"DUSFTT #FTU%JSFDUPS #FTU4DSFFOQMBZ  and the Audience Choice Award. t"OH#BCBFTB4FQUJD5BOLJTUIFIJHIFTUHSPTTJOHJOEJFGJMNJOUIF Philippines. PHP 38.4 M, anyone? t3FMFBTFTBUMFBTUUXPDPMMFDUJPOTBZFBSPOFGPSIJTGBTIJPOMJOF./3BOE another for Folded and Hung. t$PPXOTBOENBOBHFTSFTUBVSBOU1FQFBOE1JMBSBOEGMPXFSTIPQ#MVF Barn, among others.

Angry Birds

THE 21ST CENTURY NIGHTCAP

With squawks and simple rules, this best-selling, addicting physics puzzle game on mobile has made Rovio the other Finnish success story after Nokia. Its real-world business goes beyond shirts and plush toys: Finnair has used the birds to attract attention to its Helsinki-Singapore flights. A movie is also in the works for this 21st century nightcap. Says Rovio CMO Peter Vesterbacka: “Our birds will do things and they will go to unexpected places. And some of those places will turn out to be games.â€? tNJMMJPOEPXOMPBET tNJMMJPOIPVSTPGHBNFQMBZEBJMZ tUZQFTPGCJSET tTQFDJBMHBNFFEJUJPOT

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November - December 2011


HOMEPLUS STORE / DROGA5

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Cheil Worldwide's Homeplus Store

THE VIRTUAL WONDER

For years, Tesco's Homeplus stores in Korea sat comfortably at number two, a second stringer to leading retail giant E-Mart. But in 2011, Homeplus and its agency, Cheil Worldwide, decided to go for broke in an all-out attempt at seizing the number one spot – without having to invest in brick and mortar stores. The solution: QR Codes and printed grocery displays in subways, all of which were designed to change the shopping habits of Koreans, the world's second most hardworking people. t5PPLBEWBOUBHFPGUIFBWFSBHFIPVSXPSLXFFLTPG,PSFBOT t5VSOFEPVUEPPSEJTQMBZTJOUPBDUVBM FBSOJOHWJSUVBMTUPSFTGSPN 10,287 online customers. t3FTVMUFEUPTBMFTJODSFBTF NBLJOH)PNFQMVTUIFOVNCFSPOF online store. t8PO$IFJM8PSMEXJEFBOE,PSFBhTGJSTU$BOOFT(SBOE1SJYGPS.FEJB t$BTFTUVEZHBSOFSFEDMPTFUPNJMMJPOWJFXTPO:PV5VCF

Droga5

THE HEAVY METAL CREATIVES

With talent and passion in lieu of a sturdy global network to lean on, David Droga and his renegade team of admen have taken the world by storm with Manhattan-based Droga5. This year, Droga5 was at it again, dominating many international awards shows that even the most well-established and influential networks and creative agencies find elusive. When it comes to bagging metals, Droga5 proves that lightning can strike not just once or twice or thrice but as many times as one deserves. t'BTUFTUHSPXJOHJOEFQFOEFOUBHFODZJOUIF6OJUFE4UBUFT t$SFBUJWJUZSFDPHOJ[FTGPVOEFS%BWJE%SPHBGPSSFEFGJOJOHNBSLFUJOHMBOETDBQF t%BWJEJTUIFPOMZQFSTPOUPCFGFBUVSFEDPOTFDVUJWFMZFWFSZZFBS TJODF t%SPHBUPPLIPNFUISFF(SBOE1SJYBUUIF$BOOFT-JPOTGPS%FDPEF+BZ;XJUI#JOH campaign (Outdoor and Integrated) and Puma's "After Hours Athlete" (Film Craft). t%SPHBIBTUIFNPTU5JUBOJVN$BOOFT-JPOToGPVSBTPG

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KIDLAT AWARDS 2010

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KIDLAT AWARDS 2010

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KIDLAT AWARDS 2010

World without Jobs

How the Barefoot Genius came to pass, but never left Words: Jose Paolo dela Cruz

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November - December 2011

Photo courtesy of Getty Images (128279711, Bloomberg/Bloomberg)


STEVE JOBS

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In just 56 years, Steve Jobs has proven that influence can be wielded without a suit, and that the best way to walk through life is to conquer it barefoot. He was a game changer on the cooler end of the spectrum. No dramatic paintings of victories won. Very few public outings. Even fewer proclamations.

Stripped of his billions, Steve would pass as an ordinary guy, whose perhaps, most-lasting mental imprint was that of a man in jeans and black turtleneck, waving around a small gadget in front of an excited audience. That, and the innumerable barefoot photos that he seems to have favored. He is just him. Steve. Apple co-founder, and father of the iPad, iPhone, and iTunes. The genius with bright ideas to spare, and the boldness to pursue risks without having to over-think it. The genius is a fool “Stay hungry, stay foolish.” This is one of the most Facebooked statuses of late, especially since pancreatic cancer claimed Steve Jobs last October 5. The famous line, a piece of advice borrowed from the last issue of The Whole Earth Catalog, came from Steve’s speech at the Stanford University in 2005. True enough, Steve’s life has had a few “foolish” and “hungry” moments itself, if convention had its say, at least. As a young man, he had no Ivy League degree to back him up on his way to Wall Street. Heck, he didn’t even have enough money for three square meals a day. Steve enrolled – and dropped out – of Reed College in 1972. His friends’ floors were all he had for a dorm room. For pocket money, he counted on fivecent deposits from Coke bottles he returned. “I would walk seven miles across town every Sunday night to get one good meal a week at the Hare Krishna temple,” he said. He was also abandoned and adopted as a young boy, making him the perfect hero in some forlorn melodramatic work of fiction. But unlike many heroes, Steve is very real – and giving up wasn’t on the cards for him. With no money for tuition fee, he had to settle for sitting in on free courses at Reed, the most useful of which was Calligraphy. The latter had a huge influence on the first iMac’s typeface. His first break came when he finally bid college adieu, and scored a job as a technician at Atari in 1975. He had a hand in creating the phenomenal gaming classic, known today as Breakout. It was there that he recruited Apple co-founder Steve Wozniak to help finalize the game design. The collaboration proved so successful, that the original US$ 750 fee promised to Steve came with a US$ 5,000 bonus. Steve paid Wozniak his half of the original fee – US$ 375 – and kept the rest of the bonus himself. The Apple doesn’t fall far from the Steves A year after their Atari stint, Steve Wozniak and Steve Jobs partnered with Ronald Wayne to found Apple, before the latter liquidated his 10% share for a few hundred bucks. The two Steves then came out with the original Apple I,

which comprised of a fully-assembled circuit board hand-built by Wozniak. It was priced at a steep US$666.66 and Steve had to sell his van to finance the project. The rest, as they say, is history. Sometime between the two Steves’ garage company in ‘76 and today, Apple has grown into a US$ 116.371B company. It has been named Fortune Magazine’s most admired company in the United States in 2008; and in the world in 2008, 2009, and 2010. It has produced phenomenal gadgets such as the iPod, iPad, and a series of modern Macs. But that’s not to say that it completely averted disastrous investments ventures in the course of its existence. Apple Lisa, anyone? As for Steve, it has been a roller coaster ride. From being pushed to a corner – then later out of Apple – by his own recruit, former Pepsi Chief John Sculley, to his triumphant return as CEO in 1996, with his sidesteps to NeXT and Pixar, it can be said that Steve never rested in pursuing his vision for digital. It was a Herculean feat accomplished, by all accounts, especially when one considers that Steve is neither a hardware engineer, nor a software programmer. But more than the billions he has accumulated these past decades, it is his creativity and inspiration that makes him even more remarkable. Steve had a penchant for simplifying things. As long-time Silicon Valley Marketing Executive Regis McKenna put it, “He strips away the excess layers of business, design, and innovation, until only the simple, elegant reality remained.” It’s also amazing how Apple has managed to come up with spot on products, despite its incessant aversion to focus group discussions, consumer data research, and the nitty gritty that most of its competitors favored. For instance, Steve claims that no market research went into the iPad, which was launched in 2010. “It’s not the consumer’s job to know what they want,” he boldly declared. Call it hubris. Call it luck. But with more than 15 million iPad units sold to date, it’s more appropriate to label his proclamation, awesome. Steve has time and again asserted that great products come from good taste. “It’s trying to expose yourself to the best things humans have done, and then trying to bring those things into what you are doing,” he said. It is from his own senses that he managed to zero in on what’s still missing and what’s already suffocating. What would sell, and what would, as he often said, “change the world.” Take the iPhone4 packaging for instance, a narrow, simplistic box, with a cover that slid all the way to the bottom. The extra depth of the cover added just the right amount of time to build the excitement for the

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STEVE JOBS

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01 Steve Wozniak and Steve Jobs as the backdrop of an Apple keynote

momentous first rendezvous between owner and iPhone. The subtle, yet distinct “popping” sound it makes, is the music in the air. It’s a complete experience in one simple un-boxing moment alone. To the rescue To designers and professionals, Steve’s legacy would perhaps live in the plethora of MacBooks and iMacs that have been made staple in almost all of the world’s top offices and design houses. For the common folk, it would be the iPad, iPod and iPhone, the modern world’s most widelyowned trifecta for handheld recreation. All these though, are mere vessels to what Steve’s greatest contribution. Content.

“You need a lot more than vision – you need stubbornness, tenacity, belief and patience to stay the course,” said Edwin Catmull, co-founder of Pixar. “In Steve’s case, he pushes right to the edge, to try to make the next big step forward.” For Pixar, Steve pushing the envelope resulted to Toy Story, a 3D movie franchise that made US$ 362M for the first movie’s ticket receipts. That’s already a 360% markup on his initial US$ 10M investment. He later went on to sell the company to Disney in exchange for stocks, making him the House of Mouse’s single largest shareholder with 7%, or US$ 7.4B in stock. However, the biggest save would have to be his proverbial rescue of traditional media. “Initially, they kicked us out, but we kept going

back again and again,” said Steve of how the music industry first reacted to the then-proposed iTunes. And who can blame them, when record labels’ revenues have been sliced down by the untamed territories of digital – the same platform that iTunes would be rooted on. Back then, sites like Napster have cut deeply into music sales. While it was eventually shut down, Napster successfully triggered a culture of piracy, sparking an idea of how illegal peer-to-peer sharing would allow web-based barters of passed-on content – music, movies, and programs – without having to pay a single cent. Sony and Universal’s solution was to have people subscribe to their music, an idea that debuted to dismal results. “People don’t want to

Life and times of Steve Jobs

1976

Steve Jobs and Steve Wozniak found Apple Computers with Ronald Wayne and introduced Apple I.

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1984

First Macintosh sees the light of day.

1985

Jobs and Wozniak are awarded National Medal of Technology by US President Ronald Reagan. Jobs leaves Apple to found NeXT.

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1986

Jobs buys The Graphics Group (now Pixar) for US$ 10 M.

1995

Toy Story debuts as the first Pixar animated film.

1997

Jobs returns to Apple.

Photo courtesy of Getty Images (128279719, Bloomberg/Bloomberg)

02 Steve Jobs and his wife Laurene


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buy music as subscription. They want to own their music,” Steve said in a Rolling Stone interview in 2003. Thus, iTunes, with its 99-cent plan, was born. The ultra-low price was crucial in Steve’s strategy for making music purchases a more casual affair. By 2003, Apple rolled out iTunes. It has since become the world’s top music retailer worldwide, with more than 15 billion songs sold. “Illegal downloaders were spending an hour to download four songs that you could buy under US$ 4 from Apple, which means that they’re working for under minimum wage,” he quipped, after realizing that people will pay extra money if it saves time. Five years later, Apple launched the App Store for the iPhone and iPod Touch. Armed with a smorgasbord of affordable and user-friendly content, the new store quickly caught the market’s attention. This time though, downloads were no longer limited to music and videos. Games, social media, and even traditional print and TV have become part of the mix. The App Store became one of the most notable convergence points of both old and new media, managing to bag US$ 1M a day, just one month after its launch. “Traditional media will continue to live. I don’t want to see us descend into a nation of bloggers. I think we need editorial oversight now more than ever. Anything we can do to help newspapers find new ways of expression that will help them get paid, I am all for,” Steve said.

1998

Apple launches iMac, sold 800,000 units in five months.

2001

Apple rolls out first retail stores in the U.S. World sees the first iPod.

2007

Goodbye Apple Computer Inc.. Hello Apple Inc – and iPhone!

2008

Jobs unveils the iPod Touch and the App Store.

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2010

Apple launches iPad, surpasses market cap of Microsoft.

2011

Steve Jobs succumbs to Pancreatic Cancer.

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COVER STORY

The grand finale Like many things about Steve, and even Apple, his latest shocker was met with hushed murmurs. In the same way that people anticipated the latest iPhone model’s (then called iPhone 5 by netizens) release on October 5, 2011, they too speculated on Steve’s deteriorating health. The news was further aggravated by Steve’s resignation as Apple CEO a month earlier. And then, just like that, his wife of 20 years Laurene Powell, and their children were left without a husband and father. In place of an iPhone 5, the world got wind of his passing. It was over for Steve. Or was it? Just moments after his death was announced, fans and supporters of Apple quickly flocked to their nearest Apple stores to offer their condolences. Some brought flowers. Others lit candles, virtual or otherwise. In Frankfurt, queues built up overnight as shoppers camped out to grab hold of the iPhone 4S. The same craze swept over Paris and London, with customers hoping to grab hold of the last of the gadgets within the “Steve Jobs” era. Even his rival and fellow innovator Bill Gates shared the world’s grief. “For those

STEVE JOBS

of us lucky enough to get to work with Steve, it’s been an insanely great honor. I will miss Steve greatly,” said Microsoft’s co-founder. Magazine covers with Steve on the cover also sprung left and right. This time more intimate, more telling. As if the cork that has kept his personal life sealed from the public eye, popped with his passing. It is an obvious sign that the barefoot genius, who has been camera shy outside the hallowed platform where he baptized his creations, was no longer privy to the reins on his private life. Even in death, Steve managed to exit in style. Without much announcement, but certainly with much impact. A day after his demise, iPhone 4S was released. It was a fitting tribute to Steve, one that broke records after more than one million units were sold in pre-orders, just a week after its release. Steve was, indeed, survived – not just by friends and family– but also by the innovations he left behind. “I think what made Apple products special was very much one person. He left a legacy. While everyone else was fumbling around trying to find the formula, he had the better instincts,” said Steve Wozniak.

Traditional media will continue to live. I don’t want to see us descend into a nation of bloggers. I think we need editorial oversight now more than ever.

Ode to the Ultimate Marketer Words: Margot Torres, VP for Marketing, McDonald's Philippines

"You've got to find what you love. And that is as true for your work as it is for your lovers. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven't found it yet, keep looking. Don't settle. As with all matters of the heart, you'll know when you find it. And, like any great relationship, it just gets better and better as the years roll on. So keep looking until you find it. Don't settle."--Steve Jobs, 2005 Stanford commencement address. Jobs was also the perfect storyteller. He knew how to connect with his audience. He always told his story with powerful visuals—never with eye charts that typical executives apologize for presenting (so why present them at all?). Not with videos he could have downloaded from YouTube, but with pictures as simple as a children's storybook. The most powerful tool he used to get his point across was the Apple product itself. After all, a live product demo with his personal endorsement is the most effective way to launch any innovation. The Apple mastermind was also the perfect marketer. He embraced Apple and remained the steward of this brand. He defined the brand across every element of the marketing mix - from product to distribution. He never compromised and as a true brand champion, he made sure every element of the brand's customer contact points consistently communicated Apple's brand

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purpose of innovation and inspiration. Did the brand Apple innovate? Oh yes! Did the brand Apple inspire? The answer is yes again. Will it continue to do so with Jobs gone? It just might, knowing Apple's former CEO would let his legacy live on. He is larger than life. He changed the computer industry. He transformed how we enjoy music. We all know that. What we probably don't realize is he also changed the way we enjoy movies. Steve Jobs founded Pixar and introduced the world to Buzz Lightyear and Woody. Could he have also changed the way we shop? With the Apple Store's store designs, they changed the retail landscape. And online shopping too. Steve Jobs was the perfect comeback story in corporate history. From leaving the company he founded to returning with one success after the other, that makes for a great script in a movie that can outdo "The Social Network" at the box office. Even up to his death, Steve Jobs was able to design his exit – from stepping down as CEO to identifying his successor, and maybe even the Apple store closing (which was trending globally on Twitter two days before his death was announced). iP4S was also launched to the banner ad on Apple website to conclude his grand farewell. Perfection. That's what Steve Jobs strived for. That's what Steve Jobs achieved.


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iOS and App Mobile Solutions. With the increasing popularity of iPad and iPhone, the iOS has become an unlimited platform for companies

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GLOBAL ROUNDUP

Global Roundup Danish pair named Lürzer’s Archive Students of the Year 2011 Global—Zoe Sys Vogelius and Thomas Ilum from Denmark are this year’s winners of the Lürzer’s Archive Students Contest. The idea for FedEx developed by these two newly-crowned Students of the Year 2011 thrilled the international Lürzer’s Archive jury consisting of Lucas Zaiden (Leo Burnett Madrid), Tolga Büyükdoganay (DM&B Vienna), Pavel Vrzhesh-Klubnikin (Banda Kiev) and Lürzer’s Archive editor-in-chief Michael Weinzettl. The award is a major leg-up in the students’ careers. The 2010 winners, for example, Samuel Huber and Oddbjørn Stensrud are now employed at top-notch agencies, Jung von Matt and Garbarz und Partner respectively. The winners in 2009, David Aronson and Juri Zaech, now work for Ogilvy & Mather Paris, and created this year’s Super Bowl spot for Dove.

ADSPEND BACK TO PRE-RECESSION LEVELS

Global adspend back to pre-recession levels

JWT studies consumer psyche with Social Good Global—Marketing communications brand JWT surveys trends with Social Good, a study that measures the drive to be responsible citizens and effect positive change. The report explores some key trends. First off, it was discovered that today’s consumers expect greater accountability from nonprofits as well as brands involved in cause marketing. Rise of shared value is also imminent, as more corporations are starting to shift their business models, integrating social issues into their core strategies. Creative Urban Renewal also became an overnight creed among the respondents.

MRM London catches Meteorite United Kingdom—MRM London and Meteorite have announced a merger which will give rise to MRM Meteorite, a firm that promises to provide unrivaled expertise in direct response and interactive marketing. MRM Meteorite will offer integrated services, combining creativity, performance analytics, data and technology to transform clients’ business. With more than 160 employees, the agency brings all disciplines and specialists under one roof. Bill Kolb, Global CEO of MRM Worldwide, comments, “Our strength lies in our people who have diverse experience, who work closely together to deliver creatively-led business results. Joining with Meteorite is a natural extension of that belief, and will broaden our expertise and capacity to drive business through creativity, technology and performance.”

Fred & Farid Group thinks “Kids Love Jetlag” Global—Fred & Farid Group launched Kids Love Jetlag, a creative digital influence agency of developers hacking and hi-jacking tools and trends online. Unlike other agencies within the group, Kids Love Jetlag has been developing across different fields. In addition to their core of digital strategists and community managers, the agency also integrates a number of social network devotees who currently work within the four existing agencies, namely Fred & Farid Paris, Hello Sunshine, Eddi&Son, and Furious Monkeys.

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Happy days are here again as global ad expenditure prediction rose to 4.1% growth in 2011, just 0.1% below the April forecast. This bold declaration by ZenithOptimedia marks the return to 2008’s pre-recession levels of US$ 471B in total adspend. More robust growth is also seen to resume by 2012 and 2013. Shifting continents The media agency network has downgraded forecasts for North America, Western Europe, Central & Eastern Europe, and Latin America. The big change for this forecast is for the Middle East and North Africa, where ZenithOptimedia now forecasts a whopping decline of 12.1% in 2011. This is a far—and alarming—cry from from the previous forecast of 0.1% growth. While alarming for Middle Eastern admen, the region’s downward spiral has little to no effect to the global ad economy. After all, adspend in the Middle East and North Africa combined only accounts for only 1% of global ad expenditure. Meanwhile, Asia Pacific enjoys a rosier outlook, as it is expected to grow 5.9% this year, up from the 4.6% April forecast. This is partly because the earthquake in Japan has been less disruptive than initially feared. Ad expenditure in Japan is forecasted to decline a modest 2.4% this year. The next two years 2012 will benefit from a series of quadrennial events: the summer Olympics in the UK, the European Football Championship in Poland and Ukraine, and the Presidential elections in the US. A 5.9% growth in global ad expenditure is predicted for 2012, up from the 5.8%. Two ‘developing’ markets have also emerged in the world’s top ten ad markets,

November - December 2011

and there will be three in 2013. China is now the third-largest ad market in the world, and is catching up quickly with second-placer Japan. Brazil, at sixth place, is even closer to the UK. Rise of the internet The internet continues to grow at the fastest rate of any medium, at an average of 14.2% a year between 2010 and 2013. Display is the fastestgrowing segment, growing by 16.4% a year, driven mainly by online video and social media. There is also no lag in streaming of video ads, thanks to the emergence of do-it-yourself tools that have allowed local advertisers to enter the market. Paid search also continues to grow by 14.4% annually, but its growth is being slightly restrained by the shift in search behavior from desktop to mobile devices, where costs are currently lower. Overall, ZenithOptimedia predicts internet advertising will grow by US$ 31.3B between 2010 and 2013. By 2013, the internet will be the world’s second-largest medium, with an 18.3% share of spend. TV still growing, print continues decline Television is the next fastest-growing medium, at 6.2% a year. It is also the largest contributor to global growth, accounting for 49% of new ad dollars between 2010 and 2013. Unfortunately, newspapers and magazines have been declining since 2007, with a brief pause for magazines in 2010, when ad expenditure remained essentially static. ZenithOptimedia expects the decline to continue throughout our forecast period. Magazines are suffering less than newspapers, because the experience of reading a magazine is less easy to replicate online.


DIGITAL

STEVE COLL

101

Whiter whites and exciting sandwiches

Euro RSCG Sydney ECD Steve Coll turns to public relations Steve Coll, currently ECD at Euro RSCG Sydney, talks to adobo about two campaigns he has worked on –the Walkers “Sandwich” campaign, which won the first Creative Effectiveness Grand Prix at the Cannes Lions, and the ongoing Vanish Napisan Crystal White “Sponsor the White House” campaign – and the role of PR in both. The Walkers “Sandwich” campaign is an integrated campaign that I wrote when I was working in AMV BBDO in London. The idea is that Walkers can make any Sandwich more exciting. When we came up with the idea, we knew that we would need to engage a lot of partners. It’s an idea that just a copywriter and an art director can’t shoulder by themselves. So we engaged the media company and PR company very closely.

“Sandwich has really changed the way I think about advertising. And I’m hoping that “Sponsor the White House” will have all the same factors to make it successful.” The campaign makes us go to a very tiny village called Sandwich and make it as exciting as we possibly could. We had Pamela Anderson as the barman for the night, and we had Frank Lampard, the Chelsea and England footballer, turning up to training sessions in Sandwich with the local football team. F1 world champion Jensen Button also dropped by to drive a taxi around Sandwich. We filmed everything and then we released all the footage online. The campaign went on to sell an extra 26 million packets of Walkers crisps.

01 Steve Coll 02 AMV BBDO “Sandwich” Walkers

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The campaign changed the way I thought of advertising, and the increasing importance of PR in advertising. In terms of media spent, we spent less on the Walkers campaign than some of our competitors. But with PR, we managed to get a huge amount of coverage. From Sandwich to suds We just came out with another interesting idea, which is a campaign for a laundry powder that makes your whites really white. What we find is that consumers have heard that message so many times, in the same traditional way, that they just weren’t paying attention. In order to get people to associate our brand (which is Vanish Napisan Crystal White) and whiter whites, we launched the campaign to sponsor the most famous white building in the world, the White House. At the height of the debt crisis in America, we sent a representative to Washington D.C. to meet congressmen, senators, and ordinary Americans and say “We’ve got 25 million dollars, can we put our brand with a big pink sign on top of the White House and change the name of the White House to Vanish Napisan Crystal White House?”

November - December 2011

So we went to America and recorded everything. We released all of our footage our Facebook page, which had 20,000 Australians commenting and watching on everything that we did. We ended up with two six-minute in-program interviews in FOX News in America, that’s reaching an audience of more than 50 million people for 12 minutes, talking purely about our brand. And again, in Australia they find coverage in America on Australian items very interesting. The campaign was successful because 10 minutes after we came up with the idea, we were able to sit in a room with the PR people and say “Look, we’ve had this idea, if we go digital at this point, when should we release to newspapers? And if we release to newspapers, what should we be doing about viral films?” It was from that conversation the whole campaign took shape. Sandwich has really changed the way I think about advertising. And I’m hoping that “Sponsor the White House” will have all the same factors to make it successful, if only for innovative campaigns that throw PR to the mix.

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GLOBAL

NEIL FRENCH STRAIGHT TALK

French Talk

One-on-One with legendary adman Neil French He smokes. He cusses. His creativity never dies. That’s Neil French, former worldwide creative director of WPP Group PLC. In this interview recorded at ADSTARS 2011, the legendary adman calls spades spades, challenges the Cannes Lions, and ultimately says “Sorry for the Lobsters.” All as he tends the garden, cooks breakfast, and lives the life of a razor-tongued retiree in a middle-ofnowhere called Spain. On ads, art and judging ADSTARS What you’re not looking for is art. A lot of people do that and say, “No, this is not a wonderful piece of art.” It’s got no relevance to anything. So in my view, what you’re always looking for is a relevance to the consumer. And beyond that, you’re looking for originality. And originality is terribly important because otherwise every ad looks the same… which in my experience is one of the problems in Korean advertising. On who can take irreverence (well) Irreverence works if you’re English, because it is a nation of irreverent people. It works for Swedes and Nordic people. It doesn’t work so well with Mediterranean people. It worked in Singapore because it was a very tight society in those days. Not now though, Singapore’s much looser now. Knowing the audience is a very important thing. But it’s not something you can explain to a disparate group of judges. I think it’s important. I mean, my whole life has been dedicated to irreverence. Everything I’ve ever done is irreverent. Everything. On the Cannes “creativity festival” Cannes is owned by a company which is not involved in advertising, publishing or something. I don’t care what they’re for, but they’ve got nothing to do with advertising; they haven’t had anything to do with advertising for 25 years. As each company buys the company again and owns Cannes, they think “How (are) we going to make money?” They don’t think how good the product is. They think, how are we going to make money. And they’re going to make money by increasing the number of categories. Ridiculous entry fees. First of all, we start with a little bit of internet stuff, and then we start with PR, and then… hang on, I thought we’re talking creative here, PR isn’t creative. And then in the end, it will be

shelf wobblers. Ridiculous. The more categories, the more entries, the more money they make. They’re only interested in making money, they’re not interested in improving advertising. It’s sad but that’s the way it is. You know, this year, this is the first time ever that the suits and the clients outnumbered the creative people. There were more suits and clients than the (actual) people who made the ads. So that tells you everything, doesn’t it?

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On making money versus making a better product The product is everything. At one point I went into a meeting, and I counted how many times the word advertising or creative came up, and the answer was none. Not at all. Not one mention of what the product was during the whole thing. And

I said, “Do you know, somewhere in Germany now, the board of BMW is sitting and having a conversation, and the whole conversation would be about how we can make a better car. All you’ve said is, ‘How are we going to make more money?’” BMW doesn’t just sit there and think how we are going to make more money; they think, if we make a better product, we will get more money. It follows, it shouldn’t lead. Creativity and being original You have to start on being original, clever, seeing what the audience wants. I think Apple is a great example because that is so user-friendly. It’s what advertising should be: understandable, likeable and desirable. All those things.


NEIL FRENCH STRAIGHT TALK

The future of ads Obviously, the net is here to stay and there’s never been any doubt that it’s here to stay. It’s a good tool, a very good tool. Brilliant. I use it all the time. Nobody has quite understood how to harness it, this particular horse. They don’t really know how to do it. So they do it the same way that all advertisers are doing, which is interruption. So here we are having a conversation and a man walks through that door and stands between us and says “Could I interest you in rice crispies?” And that’s how internet advertising works. Interrupt. We’ve got to find a way around that. So what will happen in the future? The media will change. The principle of communication won’t change us because people will still be talking to each other. An ad is only a person talking to one person, multiplied by millions. That’s all it is. And so those principles will remain the same but the media will change. On sons and “lobsters” I moved to Spain with my son, thinking, “Should I go on battling at this stupid job? Or shall I (raises middle finger) it?” Gone. I never believed in half doing your job. Do it or don’t do it. So I won’t do it. I went to Spain, took my son, brought my son out there, he’s now a great big fourteen year old. And then to be honest, the manner of phone calls I got asking me to go places and give speeches got smaller and smaller and smaller, and I’ve got nothing to do. You fill your time when you’ve got nothing to do. I get up in the morning, and do all the normal things; I’d do them slower than I used to do them. Check the garden, pick the fruit, make the breakfast, make the lunch. I make all (the) food. Some of my cooking has gone better. But I soon thought I’d write down what I’ve done in the past. Also because my son doesn’t care what I’ve done, and why should he? Nobody cares what their fathers did. So one day, he might think, “Oh I wonder how my old man got there?” So I thought I’ll write it down, and so I started to write.

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On life Life is all about experience. If you follow the rules you can’t be original, so therefore you won’t be any good. Either way, it’s just another form of reference but you shouldn’t take it seriously. You have to read between the lines. You don’t just read what is written. You add your own “Ah, I see. I know what he’s getting at.”

An ad is only a person talking to one person, multiplied by millions. That’s all it is. And so those principles will remain the same but the media will change. 01 Sorry for the Lobsters 02 Neil with his son Daniel

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On being self-published I wrote to a few of my friends who are better connected than me to write to a few publishers. Nobody was interested. And one of them said, we can do a book with no pictures. No, no. And another said we can do it on really cheap paper. Not cheap paper, no. So I realized, this was a crusade. So then I went to a printer and I (saw the cost). “Oh my God,” I thought. But if you want a Rolls Royce, you pay for it. And this is the Rolls Royce of books. So yeah, that’s the way it is. And no... I’m not going to advertise it. I don’t believe in advertising. Advertising is rubbish! 02

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MICHAEL WALL

The Purposeful Populist

Michael Wall, Lowe + Partners Worldwide CEO Interview and photo: Angel Guerrero

Words: Abby Yao

Lowe + Partners Worldwide CEO Michael Wall was drawn to advertising, as he had always had a business instinct and an interest in the arts. These days he balances this push for creativity with work that resonates with the masses. Wall calls his career typical of the ascent to the top agency post. He earned his degree in Economics and French at England’s Sussex University, which has a liberal, artistic reputation, and first worked in France for a year as a management consultant on behalf of Michelin. Before embarking on an advertising career, he traveled around Asia for another year and found it so different from his home country that he was amazed by the culture, the cuisine and the people. The first time around After receiving a number of offers from agencies, Wall started out in account management at the now-defunct DMB&B. He later joined Lowe HowardSpink because of the its quality of work—which he was inspired by and admired—and its global reach. This was in the early 1990s, when Lowe’s strength came from its work on brands such as Stella Artois and Tesco. Wall worked on Tesco’s “Every little helps” campaign, a line which the grocery giant still uses. The Tesco account team remains his benchmark for the kind of synergy he would like his people to have. “I thought I was among the most dedicated, disciplined group of people who had an unwavering belief about being professional, and about selling the very best ideas because they believe it is the right thing to do,” said Wall. “When I look back it was a very profound, informative moment – one of the reasons I came back to Lowe, actually.” The Fallon years Wall, who also had an early stint at TBWA, is remembered for being one of the founding partners of Fallon London, which opened shop in 1998. The USbased network’s first international office was where Wall applied his learnings from Lowe and felt his entrepreneurial skills at work. “We were blessed because we had a partnership with a company that gave us so many things and demanded of us our very best because it set such a high creative benchmark,” said Wall. He has great praise for his fellow founding partners Robert Senior, currently UK CEO of the Saatchi & Saatchi Fallon Group; Andy McLeod, now a director with production house Rattling Stick; and Laurence Green and Richard Flintham, co-founders of the independent creative agency 101. “Individually and collectively, we were a very, very sound team. Richard and Andy were, without question, the premier team in design. Robert and I were very good business people. Laurence was, and is, an exceptional planner. Because we knew each other and we built this dream and this ambition together, we just had a brilliant canvas,” he recalled. In 2005, Wall took on the role of President for Fallon’s international (non-US) businesses, which included offices in Hong Kong, Singapore,

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Tokyo and São Paulo, aside from London. A Lisbon stopover Like all good things, Wall’s time at Fallon came to an end in the summer of 2007. “You have to respect, when you embark on these partnerships, that so much of your life is invested into a decade of something,” explained Wall. “People are on different journeys, they run at different speeds, they end up with different ambitions, and that was the truth about partnerships. What we had was great and that was it. It’d be hard to get better than that.” Wall believes that they honored the Fallon brand and did exceptionally well, creating work that

speaks for itself. He credits Fallon for not being averse to failure: “A lot of the time in our industry, we don’t give people enough space, we don’t give them permission to fail. I think that’s fundamental for businesses, for teams, for creative ideas to approach.” Fallon London is still known for its iconic work for clients such as Skoda, Sony, Cadbury and Orange. Wall used to think of his time at Fallon as an end in itself, but the challenges never end. “I thought it was like a finishing line, but what you realize is that it’s just one of a series of finishing lines,” said Wall. He took a sabbatical and moved to Portugal with his Portuguese-Latin wife and two young daughters. The


MICHAEL WALL

said Wall. “It’s my job to help the engine room of America get going and make sure we will be quick in what we can do in Asia.”

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following year, he was appointed CEO of BBDO in Lisbon, helping it to become Agency of the Year and its client Galp Energy, Advertiser of the Year. He returned to Lowe, by then called Lowe + Partners after its merger with Ammirati Puris Lintas, as CEO in late 2009 knowing that the network had “embarked on a turnaround journey”. Populist creativity Coming back to Lowe, the challenges were very different from anything he had faced before. Wall dedicated himself to bringing in a new energy and the right people to accelerate the turnaround. The notion of populist creativity is one of the hallmarks of this change. Think Unilever, Lowe’s largest multinational client, and you immediately think mass market. “When we talk about populist creativity for the many, not the few,

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Michael Wall

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Sony Bravia "Balls"

03

Idea 3G "Population Control"

I think that is the harshest kind of torch test of great creativity,” said Wall. The formula includes usefulness, humor, emotion – the elements of shareable, memorable work. The idea to push for populist creativity came last year, initially as a philosophy and ambition, then it made sense to make it part of the agency’s marketing. Ultimately, this is what moves brands in markets with large populations, such as Asia and Latin America. “Lowe has always been wellplaced in those markets. In Asia, I think it has a lot to do with the Lintas story,” said Wall. In Latin America, Frank Lowe is credited for the highly creative offices in Argentina, Brazil and Colombia. But the US market cannot be dismissed just yet. “You just have to look at America as an engine room for itself and the rest of the world,”

Media matters Digital is certainly going to drive growth, but as Wall presented at Spikes Asia this year, the impact of the “Little Vader” commercial shown at the Super Bowl was as much online, if not more than its television appearance, not an eitheror scenario. Audiences are viewing more television as much as more users are multitasking online. Wall believes that the ideal is for creative and media agencies to be integrated, as they were in the past. DMB&B, his first agency, was strong in both media and creative then. The industry has since dealt with this fragmentation, with repercussions on strategy and creative. “I think the generation now doesn’t know what media is and media doesn’t know what creative is,” said Wall. He continued, “Intellectually, if I was in an old guy’s leather chair, drinking whisky. ‘Oh, we never should have changed it.’ I’d probably say ‘yeah’. Today’s media landscape is big and deals with such scale – money, audience, possibility to reach – that if you don’t have big media entities in the marketplace alongside you, I think you’re going to get oneupped.” An approach to talent Wall believes that despite the changes, intense pressure and high expectations will always part of the business, especially in client service roles. “It was fundamentally acknowledged that the role of the accounts people was to create a lot of responses to that creative idea,” he said. In addition to building on client relationships, discipline and curiosity are still essential in delivering the best ideas and service. Despite the experienced and solid managers and teams at Lowe, Wall looks for “a more optimistically naïve crowd” of curious people. He cites Lowe Philippines Executive Creative Director Leigh Reyes as an example: “She’s a senior professional

November - December 2011

GLOBAL

105

in the industry, but I think she has a sense of playfulness and curiosity and an interest that is incredibly stimulating and useful for what we do on behalf of our clients. It’s about spirit, in a way.” “I think the idea of one person being mentor to many, many different people is bogus because I just think it’s physically impossible to do with any real sense of meaning or depth,” declared Wall. This is why Lowe has a global Creative Council, of which Reyes is part of. The Creative Council has a different chair every year, deliberately not American or British. The chair needs to be knowledgeable about Lowe, highly respected and able to facilitate the exchange of ideas. This, for Wall, counts as real mentoring. Run the world “We have a network that has reach without a compromise,” said Wall. Lowe + Partners is neither the biggest multinational network nor a micro-network with a funky boutique calling. It is right in the middle, with offices everywhere and people where they are needed. Wall’s yearend outlook remains still positive and Wall is “relatively calm” about 2011 results. On running the worldwide business from London, Wall views it as an impossible task. “I just try and make myself useful to my guys,” he shared. His managerial maxim is to deliver on three goals at a time before committing to the next three. “These jobs are a kind of a privilege because you see so many different things and you spend time with so many different people. But they’re also a little bit of a curse because you’re away a lot,” he said. Wall has daughters aged 14 and 11 with his lovely, strong-willed wife, Katrina. Completing the family is Henry, a Golden Retriever, who Wall takes on walks whenever possible. He may describe himself as a troubled parent but right now, he has the world at his feet.

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MEDIASCAPE

Mediascape Summit Media launches Esquire Philippines Summit Media reaches out to the smart urban Filipino man with the launch of Esquire Philippines, the 22nd international edition of the men’s magazine. Esquire Philippines is Summit’s sixth local adaptation from the Hearst Magazines library. The Philippine Star columnist Erwin Romulo is the magazine’s editor-in-chief. “My goal is to carry on the legacy that the brand has established since 1933. It’ll be the embodiment of our motto: ‘Man at his best,’” says Romulo. Supporting Romulo are well-known writers Luis Katigbak, associate editor, and Sarge Lacuesta, editor-at-large. Raymond Gutierrez is style director; Liz Uy is style editor-at-large.

Kapatid TV5 and Aksyon TV International expand reach to Guam The Kapatid Network’s entry into the international scene has been warmly welcomed by nostalgic Filipinos overseas with the expansion of TV5 International’s two channels – Kapatid TV5 and Aksyon TV International. Run by TV5’s affiliate company Pilipinas Global Network Limited (PGN Limited), Kapatid TV5 and Aksyon TV International had a successful debut in the Middle East through Orbit Showtime Network (OSN) in July this year. Two months since its official launch, the two channels are now seen by over 200,000 viewers in the regions.

ABS-CBN to build soundstages for films and TV shows ABS-CBN Corporation has announced plans to build state-of-the-art soundstages and backlots to keep up with the network’s expansion in multimedia. It is the first among the local TV networks to pioneer the construction of soundstages. And when the National Telecommunications Commission gives its go signal for local networks to shift to digital TV, ABS-CBN will be launching five more new channels. This would mean more content and more shows that ABS-CBN should be able to produce efficiently. For the city of San Jose del Monte, the construction of soundstages will spur development as demand for accommodation and recreation will be created by the production people and celebrities who will trek to Bulacan to work on TV and film assignments.

KIDLAT AWARDS 2010

Nielsen Top 20 Advertisers Based on Spend Jan-Sep 2011 vs. Jan-Sep 2010 RANK

ADVERTISERS

Jan-Sep

2011

2010

% CHANGE

1

UNILEVER PHILIPPINES, INC.

26,291

21,723

21 %

2

PROCTER & GAMBLE PHILIPPINES, INC.

22,610

14,833

52 %

3

NESTLE PHILIPPINES, INC.

14,446

9,041

60 %

4

UNITED LABORATORIES, INC.

10,751

9,251

16 %

5

COLGATE-PALMOLIVE PHILIPPINES, INC.

7,724

8,298

-7 %

6

JOLLIBEE FOODS CORPORATION

3,509

2,576

36 %

7

MONDE NISSIN CORPORATION

3,079

2,083

48 %

8

SMART COMMUNICATIONS, INC.

2,923

1,664

76 %

9

GLOBE TELECOM, INC.

2,881

2,694

7%

10

UNIVERSAL ROBINA CORPORATION

2,489

2,341

6%

11

MEAD JOHNSON PHILIPPINES, INC.

2,103

1,559

35 %

12

JOHNSON & JOHNSON, INC.

2,024

1,880

8%

13

WYETH PHILIPPINES, INC.

1,990

1,689

18 %

14

OVATION PRODUCTION

1,587

242

556 %

15

THE COCA-COLA EXPORT COMPANY

1,582

1,195

32 %

16

GOLDEN ARCHES DEVELOPMENT CORP.

1,573

1,048

50 %

17

KRAFT FOODS (PHILIPPINES), INC.

1,362

1,484

-8 %

18

TANDUAY DISTILLERS, INC.

1,354

1,426

-5 %

19

L’OREAL PHILIPPINES

1,352

719

88 %

20

SAN MIGUEL BREWERY, INC.

1,235

1,068

16 %

TOP 20 ADVERTISERS BASED ON SPEND IN MILLION PESOS BASED ON RATE CARD COSTS

FOX International Channels announces Asia’s first online player for Pay-TV subscribers FOX International Channels (FIC) launches FOX Movies Premium Play, Asia’s first online pay-TV streaming platform, available only to pay-TV subscribers of FOX Movies Premium. The new platform will feature a wide variety of content, including blockbuster movies, bigbudget series, major live events, and sophisticated documentaries. FOX Movies Premium Play has numerous built-in social elements that allow users to share previews, recommend content, leave comments and otherwise interact with other viewers online.

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Jan-Sep

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MEDIA

KIDLAT AWARDS 2010

R3 NEW BUSINESS LEAGUE - Asia-Pacific, September 2011 CREATIVE AGENCIES RANK

RANK

THIS

LAST

AGENCY

REVENUE

REVENUE

MONTH

MONTH

(US$M)

(US$M)

1

1

DDB

RECENT WINS

Bosch India, John West Australia, Prudential Assurance Malaysia, Unilever Cornetto Singapore

2

2

Ogilvy

Myer Campaign Australia, Henderson Land Propery Hong Kong, Mercedes-Benz China

3

3

Leo Burnett

Unilever Dove Australia, Pfizer Taiwan, Bharat Business Channel India

4

5

5

4

Publicis

BBDO

Zurich Singapore, AXA Hong Kong, Suzuki India

Visa India, Nissan India, Bosch Siemens Home Appliances Indonesia

6

6

TBWA

Unilever Streets Ice Cream Australia, Spreets.com.au Australia

7

7

Grey Group

Maybank Campaigns Malaysia, 3M Campaign Philippines, NHCCN Healthdirect Australia

8

8

M&C Saatchi

9

9

Saatchi and Saatchi

10

10

Lowe

Robam Home Appliances China, Carlsberg India, Mie Project Markor Furniture China, Mahuaa Media Two New Channels India, Muhoot FinCorp India

11

11

JWT

Unilever Sunsilk Australia, Nestle Australia, Dhanlaxmi Bank India

12

12

McCann WorldGroup

13

13

Y&R

New Mind Education China, ID Hospital Korea, OCBC Singapore Toray Industries Japan, Bombay Realty India, China Guangfa Bank

37.37

32.61

RECENT LOSSES

SIS India

Abbott Reductil Singapore

16.25

15.16

14.45

16.79

OVERALL YTD

35.03

27.83

15.65 Bharat Business Channel India ICI Dulux Paints India

Nissan India

14.36

13.68

9.98

10.12

9.92

10.22

7.82

9.89

9.51

9.64

9.34

9.88

9.46

Murugappa Group India Nescafe India

7.69

6.65

8.02

6.40

7.02

2.32

14

15

Euro RSCG

15

14

Bates

1.65

1.50

16

16

BBH

1.75

1.25

0.28

0.20

2.95

0.14

0.30

(1.20)

3.70

(4.30)

3.06

(11.98)

17

17

Iris

18

18

Dentsu

My Career Fairfax Media Australia

ESTIMATED YTD

Stockland Australia China Southern Airlines Digital, Marina Bay Sands Singapore, Tatung Taiwan

19

19

SapientNitro

20

20

Wieden &

Lycra and Coolmax India

Kennedy 21

21

DraftFCB

Sony Ericsson China

CREATIVE AGENCIES DDB stayed in first place with big wins such as Wrigley Confectionary and Unilever Cornetto. Ogilvy continued to close the gap with a global win from Mercedes-Benz among other local wins. With BBDO pushed down to fifth place, Leo Burnett and Publicis round off the top four. METHODOLOGY The R3 New Business League has been compiled each of the last 109 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 greg@rthree.com or visit www.rthree.com 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.


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MEDIA

FOX AND SOLAR YEAR IN REVIEW

Outside the Big Three

Fox and Solar bare unprecedented growth for 2011 How would you describe your network's overall performance in 2011? FOX International Channels

Solar Entertainment Corp.

The FOX International Channels had its best year ever in 2011 in the metrics that we feel are most important, our brand(s), our ratings, and our revenues. Our main channels were all number 1 in their categories.

As in the recent years, 2011 has been groundbreaking for Solar. We’ve taken ETC out of the confines of UHF and successfully brought it to nationwide freeto-air television. We’ve also been getting positive feedback for Talk TV since we launched the channel last April.

How did your station benefit from the reported increase of adspend this year? Our Channels experienced significant growth and it’s a testament to the great product our team puts out there and the ability to monetize it. I’m very happy with the performance of our channels which have become an integral part of the media plans for the brands looking at cable TV advertising.

It will allow us to accomplish so much more in 2012. We can use some of these resources to pay for skyrocketing costs of licenses of huge programs and sporting events. With the size of audience we’re targeting to glue in for next year, our advertisers can also expect more efficient values.

What was the most challenging aspect of business this year? A growing business always comes with growing pains. The challenge is to make sure all components of that growth keep up with each other and grow together – marketing, operations, sales, production, etc. We’ve more than doubled our head count this year as the requirements increased rapidly.

Bringing ETC to a nationwide scale through RPN channel was no easy feat. We had realized earlier on that our programs were only as good as our channel reception, so the first thing we did was to identify problem areas and strengthen the signal from there.

What was your station's biggest money-maker? American Idol was the biggest driver for us. It was the anchor that kept Star World the #1 General Entertainment channel in the Philippines.

On the sports department, the Pacquiao events have always delivered the goods. Glee remains to be one of the go-to shows for advertisers. ETC is still our advertisers’ favorite overall, especially die to match-airing.

How has your network performed against previously set targets? We set high targets since we still had a relatively low base and we were confident in the strategy to achieve them. For the most part, the company has been fortunate to have had success in hitting those targets.

Our set targets are high but we performed a little over our sales goals. We got a good share of the pie. Our billings increased by 50% during the first semester against the same period last year.

What new streams of advertising revenue were you able to uncover this past year? The outstanding performance (in terms of viewership and brand perception) of our main channels created new streams for the company as more channels became viable for advertisers to use. We also have a lot of on ground support along with the local feeds which has expanded the options for our clients.

This year, Solar has been very active in the concert scene. We’ve flown in Taylor Swift last February for what is perhaps one of her favorite concert stops ever. We also struck a deal with handset brand for an exclusive catch-up viewing of Gossip Girl and How I Met Your Mother.

In a scale of 1 to 10 (10 being the highest), how conducive to growth was the media landscape in the Philippines this year, and why? 8:10: The increased competition and aggressive marketing of the media players pushed the envelope and encouraged tremendous growth in the industry.

?/10: Without putting any numerical scale to it, Solar sees there is still a lot of room for expansion. The phenomenon of the three-screen media consumer is starting to make an impact especially to our business, whose core target is the multi-tasking and entertainment-savvy youth.

Information by: Jude Turcuato, Territory Director - Philippines Information by: Peter Chanliong, Chief Operating Officer (COO)

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November - December 2011


KIDLAT AWARDS 2010

November - December 2011

LOCAL NEWS

109

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MEDIA

RADIO IS NOT GOING AWAY

Radio is Not Going Away Words: Edelrita Rizo

Interview and photo by: Angel Guerrero

If there is one thing that Ralph van Dijk could say about radio, it is that the medium is a practical one. “In the car, on their phones, people listen (to the radio) for the same reason: they want to discover new music, they want to be connected to the local community or news. They want to feel like what they’re listening to is happening (right) now and if anything breaks they are going to be on top of it,” said van Dijk with a hint of pride. To top it off, radio allows you to do all these while doing something else – cleaning, driving, or even eating – without taking away from the experience. “It’s too simple, too practical, for it to be overtaken,” van Dijk asserted. And already, radio is showing its endless potential in advertising and marketing. “There have been smart uses of the medium: short length ads in between other ads; using other ads to endorse yours in a clever way; referencing the previous ad in your ad even if you don’t know what played before. Those are some smart uses of the medium,” said the radio specialist, who also founded Eardrum, one of the most successful, most awarded radio agencies in the world. Radio might be an old medium, but van Dijk—widely considered as the world’s foremost radio authority—begs to differ, especially in advertising. “Creators love the medium. Less client experience. They can experiment with it, and it’s a good avenue to win awards!” he exclaimed. Radio in LIA Judging this year’s London International Awards, van Dijk is happy to say that radio has become a global category, especially since in some markets, radio is an opportunity for creative expression. The standard of the ads, said van Dijk, was great and the jury was very careful and very much possessive when it came to deciding the winners. “We all take it personally. We have these ads and we have to think if they are worthy of our medium. We talked about everything that got in. Everything got discussed, even if we said that it was weak, or ‘Nah, that was already done’, or ‘Nah, that’s a scam,’” van Dijk shared with a laugh. Scam ads, he said, are very easy to produce and could therefore permeate the medium quickly. They also paid careful attention to two details that spell triumph: the idea and the execution. “(The ad) starts with the idea – how new the idea is and how well executed. The execution will be the difference between the silver and the gold, and

01

Creators love the medium. Less client experience. They can experiment with it, and it’s a good avenue to win awards! the gold and the grand prix,” said van Dijk, as he lamented that some ads could have been so much better had they employed better voice actors or music. “Hiring (voice) talents for a radio ad is like hiring a production house for TV,” van Dijk noted. But scam ads and poorly produced ads notwithstanding, van Dijk still believes in the purity of radio. “It’s not a stagnant medium,” he concluded.

01

Ralph van Dijk


MEDIA

NIELSEN ON OFWS AND CIGARETTES

111

Nielsen puts tabs on adspend, OFWs and cigs Where do marketers put their money these days? Better yet, what makes them put it there? Data research firm Nielsen tries to answer these questions by zeroing in on total adspend, Overseas Filipino Workers’ (OFW) lifestyles, and even cigarette consumption among Filipinos in its latest study. The numbers revealed that adspend and OFWs still continue to move up the statistical ladder, while cigarette smoking has somewhat gone down. An herbal cure Traditional media grew by 15% in the third quarter of 2011 as TV still remains to receive the lion’s share with 77% of media spend. Radio and print on the other hand, exhibited stability but is still far from its heydays last year, at the height of the presidential elections. New players also emerged in the advertiser games. While Unilever and Procter &Gamble still remain as today’s top advertisers, small-tomedium players have started to throw more cash into their marketing plans. “Three years ago, we awakened a sleeping giant. Now branded herbal medicine is one of the most important advertisers in the country,” shares Jay Bautista of Nielsen. This has finally translated into the jump of the Pharmaceutical product section which now sits at number four in the Nielsen adspend chart. Leading the product section rankings are the usual suspects: Personal care (first), food (second), and beverage (third) – all of which increased their spending from 22 to 29% this year. Meanwhile, Kris Aquino retained her crown as the most preferred celebrity endorser, with 10 major brands under her belt. Trailing behind her at second and third are John Lloyd Cruz (eight endorsements); the Villaroel-Legazpi Family (seven), Ryan Agoncillo (seven), Sarah Geronimo (seven) and Vic Sotto (seven). Long distance consumer affair No matter the distance, OFWs still contribute vastly to the economy, and influence marketing decisions all the time. Nielsen discovered that OFW deployments are still increasing each year, resulting to OFW remittances of US$ 18.7B. Their families in the Philippines have also experienced individual growth, with classes D and E shrinking from 66% in 2007, to 48% in 2011. While 96% of respondents still spend remittances on living necessities, a good 20% also

01

01 - 02

OFW ads galore

03 - 04

Smoking hot trend

02

03

04

admitted that they have invested a portion of their loved ones’ earnings for savings, real estate, or insurance. OFW families also invest heavily on media, with electronic devices and appliances still garnering much interest from the sector. This results to higher media exposure for the specific audience group, since they are more likely to watch TV for longer hours, enjoy malls and supermarkets together, and ultimately engage in a more dynamic range of consumer activities due to their more ideal income status.

November - December 2011

Up in smokes The Metro Manila Development Authority’s smoking ban seems to have taken a toll on the habit, if Nielsen’s latest findings are any proof of it. Smokers in the urban zone slid down to 18% this year, from 23% five years ago. Alcohol however, still continues to be the Filipinos vice of choice. A staggering 33% of the respondents admitted to consuming alcohol at least once a week at home, and less than once a month elsewhere.

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LOCAL NEWS

KIDLAT AWARDS 2010


KIDLAT AWARDS 2010

November - December 2011

LOCAL NEWS

113

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114

DIGITAL

MICROSOFT WINDOWS 8

Microsoft bites into Apple—and 400M people—with Windows 8 With mobile ad spend translating to billions of dollars in revenue around the world, it’s easy to see why software developers are scurrying to the next big thing. And as the race gets tighter in an effort to compete with the phenomenal Apple iPad 2 (and its lightweight iOS), computer giant Microsoft seems to have closed in with its latest innovation, Windows 8. Faster, prettier, and more flexible than its predecessors, Windows 8 promises to be the software of choice among tablet users by going the opposite direction as its rival Apple. Thinking that each gadget serves specific purposes, Apple continues to beef up its desktop software but opts to arm their tablets with lighter-app-

dependent operating systems that appeal to more basic functions. Microsoft, on the other hand, will try to incorporate PC-like functionality to the world’s most popular tablets with drastic overhauls of the iconic Windows system. Aside from using an improved version of the well-received Metro Interface, Windows 8 maximizes tablet performance by allowing users to view tabbed windows of websites and apps at the same time. For instance, a user can watch videos, engage in social media, and even work on an Excel file simultaneously. The key is the auto-tabbing and selfadjusting interface, a huge leap from the limited Apple tablet iOS which forces users to exit apps in order to use a new one.

“The opportunity for building these applications is available in Windows 8. These applications will run on all new Windows 8 PCs, desktop, laptop, Windows tablets, small, big screens, all-in-ones – every Windows PC, whether it’s a new PC or an upgrade from Windows 7,”

Windows President Steven Sinofsky told the 5,000 developers gathered for his keynote address. “That could be 400 million people when this product launches. That’s a market opportunity for all of you.”

# N U s S i

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November - December 2011


AL PANLILIO OF MERALCO

SIDE DISH

115

SIDE DISH What don’t people know about the company that you work for? That it is literally an electrifying company. Things are changing with the best of the past and the new; the heady mix of a strong engineering culture and the visionary, let’s-makeit-happen spirit of MVP and the Metro Pacific Group. How do you encourage out of the box thinking at work? We keep boxes in cabinets. Hands are always dirty and only get washed at mealtimes.

Alfredo “AI” S. Panlilio Senior Vice-President Head of Customer Retail Services & Corporate Communications Manila Electric Company (MERALCO)

What do you wish your agency could do better? None that I could think of off-hand. I admire their sense of humor, offbeatness, and creative flair I wish I could have more of every day. Oh maybe if they could play sports better. I have yet to encounter great athletes from the best nameplates in the advertising lane.

What campaigns are you proudest of? In the last two campaigns of MERALCO that featured the electrification of Talim Island and Meralco’s innovation plans, we “switched the channel” from explaining our rates to what MERALCO is doing to improve the lives of Filipinos through prepaid electricity, smart grid, and electric vehicles. Our research tells us that we’ve moved the needle in the right direction in terms of gaining positive affinity with our consumers. I’m also proud of our initial efforts on the digital space with a rebooted website and customer service on Facebook. We were testing it when Pedring happened, and I’m happy it became one of our tools to reach out to our customers. Like in any wall we also got graffiti, but on the whole consumers told us we touched their lives in a good way like they’ve not known Meralco to do.

exhilarating times with family and my Maker. If I worked in an ad agency…. I’d have less suits … and more leather jackets. How are you changing the world? Every day, one day at a time. Al has more than 25 years of experience in information systems, telecommunications, and utilities. He attended the San Francisco State University in California, Northwestern University and the Hong Kong University of Science and Technology.

How are your weekends like? They are sacred and profound, fun and

### NOTE: Answers should be side-by-side. Use small icons/thumbnails as visuals for some interesting answers. Suggested images, Pacquiao, American idol's Scottie, etc.

November - December 2011

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116

DIGITALSCAPE

Digitalscape Axe hosts app developer conference in New York USA—Unilever and AXE have partnered with Shelly Palmer to create AXE App Day 2011, the first-ever developer day staged by a brand. Attendees included world-class developers, representatives from Unilever and the AXE brand, and teams from platforms like Facebook, Google, Microsoft, Apple and Sony. The exclusive, invitation-only hybrid developer conference, training seminar and networking day engaged the world’s best developers to design and test ideas and innovations around Unilever’s AXE brand at a secret location in New York City. AXE App Day 2011 included case study presentations, a complete overview of the technical specifications, and a moderated “idea jam”. Awards were also given out by the end of its run.

Walmart gets mobile with OneRiot buy USA—Retail giant Wal-Mart recently bought key assets of mobile ad targeter OneRiot for a more specific mobile reach. Together with its research and development arm @WalmartLabs, OneRiot will help Wal-Mart target its brand advertisements to specific geo-locations, handset devices, demographics and audience interest segments. Wal-Mart, on the other hand, will expand OneRiot’s portfolio, which includes mobile ad campaigns for The Gap, Toyota and AT&T. These two recent acquisitions are set to prepare Wal-Mart for more intensive competition with Amazon and eBay as a trusted source for product information and online retail.

DENTSU FOR JAPANESE TV

Dentsu channels pay-perview for Japanese TV Japanese free TV found a worthy challenger in Dentsu Inc, as the creative powerhouse partnered with a number of TV stations to jointly promote pay-per-view video-ondemand (VOD) services. Among its new partners are Nippon Television Network Corporation, TV Asahi Corporation, Tokyo Broadcasting System Television, Inc., TV TOKYO Corporation and Fuji Television Network, Inc – all of which want to make net-based TV viewing a mainstream practice in the near future. As the functions of TV receivers become increasingly diversified, Dentsu and the five key commercial stations are encouraging realtime viewing of terrestrial broadcasting. They plan to offer VOD services on a trial basis in 2012, geared for full implementation in 2014. The shared perception is that commercial VOD will increase the value of TV. By offering viewers opportunities to watch more

InMobi receives $200 M investment from Softbank Global—InMobi and Softbank Corp completed a $200M investment that will help the company create value across the mobile ecosystem globally. New goals have been set by the two giants when it comes to producing world-class advertising, mobile payments using SmartPay™, and HTML5 rich media production and distribution through the recently acquired Sprout™ platform. The partnership will provide Softbank and InMobi with opportunities to further explore global scale collaboration in the fast growing mobile ad market. It is also expected to generate further synergies between InMobi and Softbank, given the significant number of prominent Asian Internet companies in Softbank’s investment portfolio.

Filipino now a Twitter language Philippines—Continuing its expansion to reach more users worldwide, Twitter has been launched in five languages. These include Simplified Chinese, Traditional Chinese, Hindi, Malay and Filipino, bringing Twitter’s full language support to 17. Filipinos placed sixth in the June 2010 rankings of comScore’s “Top 20 Markets by Twitter Penetration”, scoring a 14.8% reach, behind Indonesia, Brazil, Venezuela, the Netherlands, and Japan. A comScore report last February 2010, on the other hand, noted that Filipinos are the most engaged in social networking in the Asia Pacific region, with over 90% of internet users logging in to one or more social networking site.

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November - December 2011

TV programs, it is expected to increase the number of TV program fans and expand audience reach. The VOD services that are currently available for Internet TV usually require a user interface to search for VOD titles from a menu or other sources. Commercial VOD, however, offers a simple user interface that anyone can use, as it provides smooth switching TV reception and VOD. Increasing popularity of devices that allow for mobile video consumption, paired with the audience’s ever-evolving lifestyle, has also pushed the group to capitalize on the said development. Dentsu and the five key stations aim to maximize the value of TV through the expansion of commercial VOD to multifunction devices such as smartphones and tablets, and the creation of a flow that is linked to realtime viewing.


DIGITAL

TACO BELL Q&A

117

Taco Bell’s Ronalee Zárate–Bayani on cartoons, lawyers and online honesty

chuchu

In this exclusive Q&A with adobo magazine, Taco Bell’s Digital Lead for Brand Experience Ronalee Zárate–Bayani discusses the cartoon-themed Super Delicious Ingredient Force campaign. Tell us more about the Super Delicious Ingredient Force. Super Delicious Ingredient Force (SDIF) was created to engage with our core demo target, 18-34 year-olds, heavy fast food users. To them, Taco Bell has unique crave-able tastes that differentiate it from competitors. We leveraged these in creating old-school comic style videos to engage with our fans in a relevant way. Our agency created the series and the characters. During the series, the time people spent engaging with Taco Bell online skyrocketed from 2,000 hours to 77,000, brand engagement had grown by 37 times, and Taco Bell’s Facebook fans went from 900,000 to a whopping 4.6 million. How did users engage with the characters? Some of them connected with the characters on Facebook. Sometimes the characters would tweet to our fans. One year, the characters showed up at ComiCon, one of the largest nationwide comic conventions in the world. Did the Lawyers vs. Taco Bell issue affect traffic or interactions on the brand’s digital spaces? Negative publicity always elicits reactions, so we naturally saw more traffic and interactions with the brand during the lawsuit. However, since the lawsuit brought upon Taco Bell was completely false and unfounded, it was reassuring to see many of our fans stand by us and publicly support us. The relationship enabled us to openly and honestly communicate them. Digital isn’t always the place for honest conversation. How are you as a brand changing this? We believe digital is THE place for

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Taco Bell's marketing heroes

RONALEE ZÁRATE–BAYANI oversaw the team’s social media efforts around the beef lawsuit earlier this year, which garnered a tremendous amount of positive press and serves as a PR case study. Under her leadership, Taco Bell is pioneering digital innovations in the QSR industry and is one of the top QSRs with over seven million Facebook fans and over 100 million Twitter followers. honest communication. It’s critical that we as a brand remain authentic and transparent in the digital space, particularly with regard to social media. It’s an expectation that consumers have for brands nowadays.

bombarded with messages in every way. In order for your consumers to pay attention to your brand, you have to offer something of value for their time – and that’s not limited to discounts.

What are your learnings from the online behavior of Taco Bell’s target audience? Fans who take the time to interact with brands are expecting relevant engagement. Therefore, it’s critical that the content produce meaningful conversations with your target. Due to the democratization of technology, consumers are constantly

In your experience, how does owned media lead to earned media? We really don’t separate the two. We look at all owned media as an opportunity for earned media. We have a team of passionate folks that have a great deal of pride in their work, so anything that we share with our customers, we would want our customers to proudly share as well.

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Aside from ringtones, a mobi-site and a store locator app, how is the brand engaging via mobile? What can we look forward to in this area? Mobile is the new frontier. Many consumers, particularly millennials, would more likely go home if they left their mobile phone rather than their wallet. This says a lot about how consumer behaviors have changed. Mobility is key and it’s important that brands let consumers interact and engage with them whenever, wherever they want.

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LOCAL NEWS

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KIDLAT AWARDS 2010

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KIDLAT AWARDS 2010

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LOGIC & MAGIC

Logic & Magic by Bong Osorio

Better Mousetrap, Bigger Doors

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Game-changing ideas are adaptable, flexible and rigid. Developing new concepts and combining the old with the new are things we can do to modify our beliefs and attitudes easily. influence. Research reveals that in presentation of ideas, their approval or disapproval, depends largely on who is saying what. It is in the messenger and not necessarily the message. Passion is what game-changers sell. Presenting a menu of ideas doesn’t work. We may be prolific creative people, who have many tricks in our bag, but it doesn’t essentially help that we pitch everything that is in our bag. As one movie producer noted, “There’s not a buyer in the world we can convince that we have the same passion for five different projects. We’re rarely selling our idea. We are selling who we are. We’re selling our commitment, our point of view.” The best pitchers spark game-changing thoughts in “catchers”, who

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join them as “creative collaborators” rather than passive listeners. The magic we unravel is the most important part of the spiel, it’s a seduction, and a promise of what lies ahead. A leveled-up persuasion quotient helps in making people buy game-changing ideas. Our projection as game changers is sometimes more important than the ideas we propose. Beware though of being too slick. It isn’t always important, and it can backfire if we are seen to be boring, stiff, or simply reciting a list of facts from a PowerPoint, or come across as just “men or women in corporate attire.” Conversely, being credulous or eccentric can convince others that you reject conventional thinking.

Jazwah Maygil Lehg Mujaju

Today, more than ever, marketing communication industry leaders and the people that play the advertising game face the challenge of increasing productivity and recognition of Filipino creativity amidst the changes in the media and communication front. But merely sending mandatory guidelines to be more creative, innovative and in-step doesn’t immediately bite. The industry needs new knowledge, skills and systems that can help us ride the wave of transformation. We have to live and thrive in a culture of game-altering innovation that accepts risk and failure. Research reveals that many innovations fail because the business and life environment didn’t allow them to flourish. To reduce failures, we need a professional approach, a supportive workplace, and an organization that values teaching and learning, on top of other elements within an ethos of excellence. Innovations should be introduced in a timely manner, create added value, and pay communications dividends. With these expectations, caring leadership, and proficient, pioneering and ingenious staff are prerequisites. The capacity to get the basics right is crucial. People fuel game-changing actions. Certain values and skills must be imbibed to be successful at it. To efficiently produce innovation, and to produce it repeatedly, we need a process to guide the way we think and act. With some help from book author Robert Sutton, here are a few practical principles on game changing. Game changing schemes boom and bloom when communicated well. It is clearly manifested in the music of the Beatles and Lady Gaga, the initiatives of Bill Gates, the inventiveness of Steve Jobs and the ingenuity of Mark Zuckerberg. No matter how wonderful something new is, it will only be accepted if people can be persuaded of its value. This notion challenges Ralph Waldo Emerson’s theory that says, “If we build a better mousetrap, the world will beat a path to our door.” Game-changing ideas make it big not only because they are objectively superior to status quo or what has been done in the past, but because they were communicated with passion. Game changers sell maverick thoughts. They develop the ideas by themselves or they work in tandem with someone who can do it. Otherwise their creativity will not fly out of their mind. Practice trading our ideas, analyze how others do it, pursue tutoring, and read books on peddling


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LOGIC & MAGIC

Game-changing ideas are adaptable, flexible and rigid. Developing new concepts and combining the old with the new are things we can do to modify our beliefs and attitudes easily. Our adaptability often results to the discovery of great ideas that can make a difference on how requirements can be accomplished, plans can be written, or strategies can be executed. Rigidity is likewise necessary for generating game-changing ideas. It helps if we define problems narrowly enough so we can talk to our audiences in a meaningful way, and they in turn would know what to focus on. A useful guideline for striking a healthy balance between rigidity and flexibility is to hold either the solution or the problem constant, and to let the other vary. The most common strategy is to find a problem and then to search for and evaluate alternative solutions, to keep the problem rigid and the possible solutions flexible. This is the “problem-driven search”. The other way is to hold the solution constant and let the problems vary, or a ”solution-driven search”. Game changing isn’t fun. Many gamechanging ideas were invented because someone got upset about something and did something about it. Inventor David Levy adhered to what he labeled as “The Curse Method”. He averred, “Whenever I hear someone curse, it’s a sign to invent something.” Levy designed the Wedgie lock after he heard a co-worker cursing because a thief had stolen his bicycle seat. He noticed that the streets near his lab were filled with abandoned bikes without seats, suggesting there was a market for a good bicycle seat lock. Being uncomfortable or downright unhappy isn’t much fun, but it can be a game-changer’s inspiration. Obsolescence and graceful death is part of a game changing culture. Permanence is not permanent. In fact it can be counterproductive. The organizing principles for routine work reflect the assumption that everything is a permanent condition. On the other hand, the organizing principles for game-changing work reflect the opposite assumption. Both are useful fictions. After all, exploiting knowledge is only wise if what worked in the past will keep working in the present and in the future. Game-changing leaders constantly create an alarm system and warn themselves that just because things are working well now, does not mean that they will work later, or much more forever. Intel’s Andrew Grove is famous for being paranoid about “disruptive” change. He believed that a new technology would always appear and render current technology or business model obsolete. Thus, sustaining game-changing pursuits requires treating everything – procedures, product lines, project teams and organizations as elements

that might be useful now but will need to be discontinued or altered at some point. Simple is game changing. Making everything simple or focusing on what matters most and ignoring the rest results to the sustainability of ideas. It is dependent on how the law of parsimony where frugality, skimpiness, and cost-efficiency are musts. Simple messages travel faster, simpler designs reach the market faster, and the elimination of clutter allows faster decisionmaking. We have to be lean to run faster and win the game. Game-changing has a pair of attitudes. They are our ability to switch emotional gears between cynicism and belief, or between deep doubt and our unshakeable confidence. Unleash its power to reinforce the latent power of creativity in yourself and the people you get to work with.

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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 ABSCBN, and is a professor at the University of Santo Tomas, as well as a columnist for the Philippine Star.

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BIGGER PICTURE

Bigger Picture by Cid Reyes

HOT on the DOT Weeks before Department of Tourism Secretary Ramon Jimenez was announced to the coveted, albeit controversial, position, I received a call from Susan Calo-Medina, who as you know, unless the reader has been living under a rock the past 25 years, is the host-producer of Travel Time, the longest-running television show devoted to Philippine tourism. Ms. Medina was asking me what I thought of Jimenez and if I would recommend him to the position of DOT Secretary. Needless to say, my response was immediate and unequivocal: “Yes, he would make a great DOT Secretary. What’s more, he’s incorruptible!” The Philippine Daily Inquirer bannered the news of Jimenez being eyed as replacement to Albert Lim, whose resignation was perplexingly relegated under Jimenez’ headline (That should not be surprising. The PDI’s editor-in-chief, the redoubtable Leticia Jimenez-Magsanoc just happens to be Jimenez’s, first cousin.) The ad industry justifiably exploded with joy. And when Jimenez finally granted his first official interview, he gave the media literally the juiciest soundbite, “Selling the Philippines should be as easy as selling Chicken Joy.” A perfectly timed plug for the fastfood leader which, again, just happens to be an account of Publicis JimenezBasic. What are we in advertising for? Catching up recently with Jimenez at the Mindanao One Trade Expo at the World Trade Center, where he was the honored guest at a forum, we inquired on what’s the latest in the search for a DOT branding agency. As of press time, no decision has been made or announced. Suffice it to say that wherever Jimenez goes, in business or social circles, the perennial question is always: “So what’s the new slogan?” This spurred us to do a mini-research on the historical reel of Philippine tourism promotion. William Esposo, former adman and columnist, wrote in his As I Wreck This Chair: “We should redeploy our best ever tourism slogan.” Esposo was quoting Angus Campbell, a former adman in early 1976 at the then top Philippines ad agency, J. Walter Thompson. He said: “the best slogan by far was, ‘the Philippines, where Asia wears a smile.’” First, because it’s true that Filipinos smile reflexively even when facing a mild reprimand. Second, it’s very competitive versus Singapore,

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BIGGER PICTURE

Hong Kong, Seoul and Tokyo where Asia does NOT wear a smile. But as always the next administration threw it out. Typical of one political administration totally effacing the work of the previous governance was the fate of another favored tourism campaign, “Wow Philippines.” Credited to former DOT Secretary Richard Gordon, the “Wow” campaign, which cascaded down to “Wealth of Wonders”, “Warm over Winter”, “More than the Usual,” was a wellorchestrated marketing plan that featured excellent photographic documentation of the country’s travel spots. Indeed there is now “Wow Philippines Travel Agency,” which website states that it started in 2005, owned by Rick St. John, an American citizen and Mary Jane P. Bangge, a Filipino citizen. We are a private company, and not affiliated with the Philippines government.” (Wow! Somebody explain to me the transfer sale from a governmentowned campaign slogan to an entrepreneur’s business name. But that’s another story.) While all the buzz is understandably about capturing the global market it is gratifying that attention is being given to domestic tourism, which is on the rise. Campaigns such as “Biyahe Pilipinas” and “Tara Na” (Let’s Go!) – brimming with uplifting, celebratory music and picturesque images – continue to encourage Filipinos to discover their own country before sojourning to Hong Kong, Bangkok, or Singapore. This writer has done his modest share by crafting, way back in the 80s, the slogan “Huwag Maging Dayuhan sa Sariling Bayan,” (Don’t be a Stranger in Your Country) with which, Calo-Medina always reminds our countrymen at the end of every Travel Time show. Truly, the history of Philippine tourism is a larger subject, big enough to be the focal point of a thesis or a coffee table book, not by a space–constrained column

such as this. Even the names of past DOT Secretaries – Gregorio Araneta, Tony Gonzalez, Mina Gabor, Richard Gordon, Ace Durano – still ring a bell. Surely their achievements are worth recording. Already we have found from the archives some antique turn-of-the century posters beckoning the foreigners to visit this Pearl of the Orient. The ad industry is watching/ awaiting what an ad legend can do for Philippine tourism. So, Mon J: What’s the new slogan?

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2012.andyawards.com

The Festival of Mind Creativity and Innovation November 13-15, 2011 Singapore www.festivalofmedia.com/asia

New York Festival Deadline of Entries: January 28, 2012 Awards Night: May 4-5, 2012 New York, New York www.newyorkfestivals.com

2010 Philippine Quill Awards November 14, 2011 Philippines www.iabc.com.ph London International Awards November 14, 2011 Troxy, London www.liaawards.com

Campaign Agency of the Year Gala Night December 13, 2011 Singapre www.aoyawards.com 2012 The 5th Student Advertising Congress January 27-28, 2012 Rockwell Tent, Makati ADFEST 2012 March 18 – 20, 2012 Pattaya, Thailand www.adfest.com 01

Smart "Limestone"

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Pilipinas Kay Ganda

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"More Than the Usual" tagline?

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DOT Secretary Mon Jimenez

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EVENTS CALENDAR

Philippine Ad Congress and Araw Awards November 16-19, 2011 Camarines Sur, Philippines www.adcongress.com.ph

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ANDY Awards 2012 Deadline of Entries: January 19, 2012 Awards Night: April 14, 2012 New York, New York

ADC New York Deadline of Entries: January 22, 2012 Awards Night: May 10, 2012 New York, New York www.adcglobal.org One Show Deadline of Entries: February 11, 2012 Awards Night: May 12, 2012 New York www.oneclub.org Clio Awards Deadline of Entries: January 28, 2012 Awards Night: May 19, 2012 New York www.clioawards.com D&AD Deadline of Entries: February 11, 2012 Awards Night: June 16, 2012 London www.dandad.org Cannes Lions International Festival of Creativity Deadline of Entries: March 11, 2012 Festival: June 18-25, 2012 Cannes, France www.canneslions.com

CID REYES is an artist, writer, art critic, publisher, and creative consultant. He is also a veteran advertising executive and was given a Lifetime Achievement Award by the Creative Guild. The author of coffeetable books on National Artists Arturo Luz, Bencab, J. Elizalde Navarro and Napoleon Abueva. Reyes is an awardee for Best in Art Criticism from the Art Association of the Philippines.

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CREATIVE SHOWCASE

BEST CAMPAIGNS OF 2011

CREATIVE SHOWCASE

Best Campaigns of 2011

Title: Tamiya Calendar Brand: Tamiya Agency: Creative Juice\Bangkok

Title: Decode Jay-Z with Bing Client: Bing Agency: Droga5, New York, USA

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BEST CAMPAIGNS OF 2011

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Title: Virtual Store Subway Brand: Tesco Agency: Cheil Worldwide

Title: Lucky Line Client: UNIQLO Agency : Dentsu Inc.

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CREATIVE SHOWCASE

BEST CAMPAIGNS OF 2011

Title: Write the Future Client: Nike Agency: W+K London, UK & W+K Armsterdam, The Netherlands

Title: Heaven and Hell Client: Samsonite Agency: JWT, Shanghai, China

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BEST CAMPAIGNS OF 2011

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Title: Break Up Client: NAB Agency: Clemenger BBDO, Melbourne

Title: American Rom Client: Kandia Dulce Agency: BV McCann Erickson Bucharest, RomanĂŒa

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LOCAL NEWS The Grim Reaper cometh

KIDLAT AWARDS 2010

Ready, get set, go!

Fastest woman, biggest winner

There will be fire

Illac Diaz explains the One Liter of Light Project

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MERALCO debuts its float

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LOCAL NEWS

KIDLAT AWARDS 2010 Costumed ruuners on stage

Ebe Dancel rocks the adobo stage

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Fastest man with the Playboy Playmates

Angel Guerrero with adobo run fans

Hot as Fire, Bright as Light: The adobo Run After Dark '11 A yearly event hosted by adobo magazine, this year’s adobo Run After Dark filled Aseana City in Pasay with thousands of runners and party aficionados all rolled into one. Around 2,000 runners flocked the grounds, some of whom even came in their lavish Halloween costumes. Fire dancers, fire breathers and fireworks took the audience’s breath away with their fiery numbers while samba dancers, percussionists, and bands set the rhythm of the night with their musical performances. Food concessionaires were also present to attend to the runner’s hunger pangs, and to complement the free—and freeflowing—Manila Beer. On its second year, the adobo Run After Dark would benefit Isang Litrong Liwanag (A Liter of Light) – the new venture of My Shelter Foundation by social entrepreneur Illac Diaz. Dressed as a handsome man-in-uniform, Diaz gamely

challenged the runners to help his organization fulfill its mission of lighting 10,000 homes from 30 communities in 17 cities across the Philippines. As for the race, Michael Villamor (men's category) and Michelle de Vera (women's category) won the MyPhone 3K Costume Run Category. Justin Tabunda and Mercedita Fetalveri also won first place for their respective categories in the 5K Run for the benefit Isang Litrong Liwanag; while James Mibei and Genet Adeke Agtew were first in the 15K run sponsored by Phiten. Jerome Estrobia also walked home PHP 10,000 richer after winning Best Costume. The 5K runner dressed donned a mudpack, shower cap and nightgown with the Grim Reaper hovering behind him, thanks to a metal frame that he carried on to his back the entire night. Lyceum of the Philippines University professor Walter Lebajo emerged a runner-up with his Fifth Element-inspired angel costume.

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After the race, runners chilled and relaxed with musical performances from Ebe Dancel, Roots of Nature, Banda Circa, Jeepney Joyride, and GMA7’s Protégé band Isaw. Nyko Maca, Jonan Aguilar, Paul Zialcita and the Aqua Drummers lent their beats and drummed up support with the Isang Litrong Liwanag anthem. Organized with the help of Crush Communications, the adobo Run After Dark is presented by Meralco, McDonald’s, St. Luke’s Medical Center, Pocari Sweat, Manila Beer, Toby’s, Runnr, R.O.X., Video Sonic, Studio 58 Lab 10, Soleus, and MyPhone. Thanks to our media partners: The Philippine Star, The Manila Bulletin, Philippine Daily Inquirer, Business Mirror, Business World, Inquirer.net, thebullrunner, Multisport, Frontrunner, Balls TV, and Mellow 94.7.

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TRENDSPOTTING

THE DO-GOODERS

Thirasak "Guy" Tanapatanakul Worldwide Chairman, Creative Juice Thailand www.burgbarnburi.com

TRENDSPOTTING

The Do-Gooders Meaningful Creativity

Self-sufficiency and going back to the basics is at front and center of Thirasak's Burg Barn Buri or Village of Joy. The five-acre facility for his pet project is a place where people grow organic rice, herbs, and vegetables, raise fish, and make energy from nature - all as they build a huge natural playground away from materialistic urban sensibilities. Over 400 families have already experienced this way of living, including his young son who inspired the entire project by freaking out over a must-have gadget.

Their campaigns may work magic on your brand, but outside of advertising, Asia’s highly-regarded and respected creative leaders show that there is more to life than building award-winning campaigns. They give back to society – using their talent, time, and resources to help push noble causes in their own, unique ways. . Here are adobo’s do-gooders: four amazing admen whose buttery core and steely resolve bring them one step closer to changing the world.

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THE DO-GOODERS

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Jureeporn "Judee" Thaidumrong President and Creative Chairwoman of of JEH United Thailand www.nudejeh.com

Jagdish "Juggi" Ramakrishnan Deputy Regional ECD of Ogilvy & Mather Asia Pacific www.acres.org.sg

Asia's most awarded creative talent believes that advertising can be beneficial to people, in the same way that planting rice is beneficial to Thailand. Her agency has been named the Self-Sufficiency Economy Ad Agency, statement to their predilection to sustainability - the kind that even the King of Thailand has taken notice of. Judee has also spent the last 14 years feeding more than a hundred street dogs a day.

Juggi co-founded an animal protection organization called ACRES, which runs a 24-hour wildlife rescue center. He also wields his creative influence to campaign against animal cruelty. To further his crusade for the environment, Juggi conducted forest walks for Nature Society and even lectured on sexual habits of tropical flora.

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MAD ABOUT

MEDIOCRITY IN CREATIVITY

MAD ABOUT

MEDIOCRITY

Creatives and client dish their thoughts on the adobo table 2011 was a year that celebrated some of the world’s most creative works. Be it Droga5’s astounding ads for Puma and Jay-Z, or Asian sensations JWT Shanghai and Cheil Worldwide for their surprising victories for Samsonite and Home Plus – it’s safe to say that there were indeed creative gems in the lot of campaigns this year. // Still, fact remains that these cutting-edge works are few and far in between. For the Philippines, the Grand Prix dream remains unfulfilled. adobo magazine sits down with three of the country’s most renowned branding people – client and creatives alike – to get to the bottom of our mediocre output as an industry.

David Guerrero Chairman and CCO of BBDO Guerrero

adobo: Where is the best place to start when you hunt down mediocre ads? AP: TV, because it is the biggest medium. It is a very good barometer for creativity because they’re making us spend towards it. They’re giving you an invitation.

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Andrew Petch ECD of Ace Saatchi and Saatchi

MT: Early and morning spots are also a good place to start looking.

Margot Torres VP for Marketing of McDonald’s Philippines

DG: You know, they’re not bad everywhere. You go to Japan. to England, to the US…

DG: It’s complex in Asia. It has a lot of quirks in a totally different way. I mean, Thailand has strong TV. Japan has got quirky business going on, but there are some bad stuff there too.

adobo: Do you share the same opinion about the state of our creativity?

MT: As far as Japan goes, I tried to tell the US guys at one point that maybe we should try to understand

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the cultural part. But they said, “Yeah. But doesn’t that apply to any country?” And they’re right. If it’s a global brand, it should have the transferability. adobo: In the Philippine Association of National Advertisers (PANA), do clients care about creativity? Or do they care more about the bottom line?


MEDIOCRITY IN CREATIVITY

MT: In advertising you have a lot of small-to-medium sized companies. I don’t think it’s as much priority for them to be creative. To them, distribution is 80% of what they understand. If it is not available in the store, it won’t be bought, we won’t get paid. But then it goes back even to the CEO. Do they even understand the meaning of a brand, the concept of brand building and the importance of brand execution? It’s an asset of the company even if it doesn’t appear in your balance sheet. DG: Best ads do come from CEOs who get involved with marketing, who make it a mission – CEOs who understand the power of creativity. adobo: From an agency point of view, what do you want from your clients in order to come up with awardwinning work? AP: It starts with the client and a question that goes “Do you believe in creativity and that it could make you different?” I think brand campaigns quickly become retail campaigns these days. For an agency to work, we need one, singular message you need to communicate. adobo: So for the client, they have to understand that it’s a single process and that they have to understand what they want for the brand. AP: When you’ve created that relationship with someone, it becomes easier to come up with creative ads. Earn their trust. MT: Sometimes clients already cramp the style of marketing. They forget what the point of the brief is. If you alone, don’t know what to say or where you want to go and identify your key message, you didn’t do your

homework. No creative will care to read those boring graphs!

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opposed to who is right for the job. It’s the difference of the food and the soup.

do it the way we’ve always done it? We can’t blame producers if they worry. There’s millions on the table.

adobo: So do we have to have a benchmark for a well-written brief?

AP: But has anyone seen the menu?

DG: This is where it gets tricky. Clients can overload a brief. If they’re repeating the same problems, they make the same mistakes. They should be learning from those things.

DG: The rankings are really very helpful in the sense that it gives us an idea on who we could work with – instead of waiting for whoever is available.

AP: Sometimes there’s the brilliant script, really engaging idea, bangon strategy. We all believe it would work, definitely it could be like that. You might even have the plan. But the way you execute it is crucial.

MT: The iconic Keith Reinhard who crafted McDonald’s worldwide campaigns told us, “you don’t have to tweak your brief. Treat it as a challenge to creatives.” They even say that the best brief is one you squeeze into a tweet.

MT: Don’t always rush your creatives, even if they’re able to beat your deadlines. In terms of acting talent, we’re better than Singapore. Filipinos are better actors.

AP: That’s a very good point. Because when you tweak your brief, you’re not able to explain your ideas right now in three or four words. Do not limit creatives to “refining” the brief. adobo: How do you train your accounts people to recognize the value of creativity? DG: They train on the job. They’re going to learn from bosses and from their agency environment and culture. Their career will be strongly influenced by experience because this knowledge is not written down anywhere. AP: Accounts should know the client. That’s your weapon, that’s your strength. If you believe in the idea, in creativity, then you should use that relationship to be able to make it happen. adobo: Do you have any comments on the quality of the talent we have here? DG: You really have to explain the situation. Find out who can do it, as

adobo: So what do you think hinders Philippine agencies from really hauling in the world’s biggest creative awards? MT: I have a lot to say about production. The Philippines is always among the top five countries in the region but we always lose on production value. Is it our equipment, like the camera? There’s no concrete answer. DG: I think fundamentally, it’s time and money. And if you don’t have money, you need more time. A lot of producers also fear that they will be rejected by clients if they try something different. Everything ends up the same because they’re afraid to be different

adobo: How do you convince the marketers to believe in awards? MT: I think that’s why you’re bringing in effectiveness now – great creative works that infuses creativity into marketing initiatives. AP: Agency recognition. I would like the clients to be more (appreciative). Winning at Cannes basically as a barometer that they are doing work that works. Overall, I would say that the goal of the campaign is to absolutely have an ad that you can actually measure. Award can be a measure. DG: Anyone working in an agency would agree that at the core of our business is creativity, and if there’s one thing we know about it, it’s that creativity is effective.

adobo: How are you able to tell that production is where the problem comes in? MT: The more ads you see in this local context, the more you train your eye to judge. DG: The creative might say, let’s do it this way… but then the production will be afraid that the client will reject it so they’ll say, why don’t we

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KIDLAT AWARDS 2010

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SPIKES ASIA 2011

MAIN STORY

Which way forward, Spikes Asia? Omnicom Group agencies maintain lead Coverage: Angel Guerrero and Abby Yao

Three years into its incarnation in Singapore as the advertising festival at Suntec, Spikes Asia Advertising Festival continues to grow significantly in entries and attendees. This year, 3,647 entries from 17 countries were entered for the awards show, a healthy 19% increase from last year's 3,058 submissions. There was also a rise in all categories, save for Print and Integrated. India, Australia, Singapore, China and Japan were the heaviest senders (and spenders). Spanking at Spikes As a contender for the region's most prestigious awards and festival for creative excellence in advertising and communications, there appeared no lack of new things to look forward to. These include a new floor plan, the addition of the PR and Mobile categories, the separation of Direct and Promo & Activation, the Innovasia section, the SpikesAlso photography challenge and the flowing beer. All these in addition to coffee, headsets for instant translations into Japanese, Korean and Mandarin, and the Independent Agency of the Year award. The program of 27 seminars and six workshops was packed into two and a half days. Over 1,700 delegates were registered, surely a bigger number than last year's. However, the hectic schedule felt like bursting at a few points, such as during SRO seminars like the Cannes Lions review and the DDB-sponsored talk-slash-standup comedy routine of The Simpsons writer Joel Cohen. Omnicom Group President and CEO John Wren had his time on the white sofa in place of WPP's Sir Martin Sorrell, who made an appearance last year with the Cannes-style debate. Other remarkable presentations include Leo Burnett Australia CEO Todd Sampson's narration of his Mt. Everest climb and the awkward exchange between chef Bobby Chinn and Grey Group's Nirvik Singh.

Finalist exhibit JWT Party

JWT Asia's Tay Guan Hin

Delegates in the hall

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November - December 2011

When they were good, they were very, very good... A total of 271 winners were recognized at Spikes, a decent 7% of the entries. Host Singapore had a


SPIKES ASIA 2011

MAIN STORY

Samba dancers at the Lowe street party

Ogilvy at night

Young Spikes art

TBWA Asia team: Thirasak Tanapatanakul, John Merrifield, Kazoo Sato

reason to celebrate with Lowe Singapore's Radio Grands Prix for its Samroc Paint and Hardware campaign. Three Grands Prix in Outdoor, Print, and Print & Poster Craft were awarded to JWT Shanghai's "Heaven & Hell" for Samsonite, which received the Press Grand Prix at this year's Cannes Lions, in addition to two Gold Lions. The bas-relief showing what luggage goes through in-flight also received four other metals. It was only fitting that Samsonite was presented with the Advertiser of the Year trophy. BBDO matched up to JWT's Grands Prix with a double victory for Clemenger BBDO Melbourne's National Australia Bank stunt, "Break Up", garnering top honors in Promo & Activation and PR. The campaign was lauded by PR Jury President Tim Sutton as deserving over the lackluster entries in the category's first appearance. Colenso BBDO Auckland added a third Grand Prix to the network's roster with "Doggelganger" for Mars Pedigree Adoption Drive in Digital. Despite these triple wins, DDB held on to the Network of the Year title. Creative Juice\Bangkok (TBWA)'s Design Grand Prix for "Tamiya Calendar" for Siam Tamiya sealed an Omnicom reign. Creativeland Asia, Mumbai, whose "3D Experience" for Audi India merited the Media Grand Prix. The agency was also named the premiere Independent Agency of the Year. Media Agency of the Year, given to the entrant with the highest score in the Media category, went to Dentsu Tokyo. Shock and woe Ogilvy & Mather Malaysia, headed by Gavin Simpson, surprised the audience at the Esplanade Theatre when it was declared Agency of the Year even without winning a single Gold. But the agency's strong performance in the so-called "traditional” sections (Film, Print, Outdoor and Radio) counted for the award would not shock anyone familiar with Simpson's record of delivering metals wherever he goes. The Special Awards were determined through a point system: 10 points for the Grand Prix, 7 for Gold, 5 for Silver, 3 for Bronze and 1 for finalist. Agency of the Year and Media Agency of the Year allow a maximum of 10 points accumulated through shortlists. Worth noting that for Independent Agency of the Year and Network of the Year, all categories are considered. That no Grands Prix were awarded in the Film, Direct, Mobile, Film Craft and Integrated categories said much about this year's pool of work. The upsets also point to the nature of the point system, which is not commensurate to the difficulty of winning (two Silvers are arguably not at par with a Grand Prix though the points are equal). Film, Print, Radio and Outdoor Jury President Remi Babinet told adobo that the entries were comparable to work he had seen at other international festival and noted that the jury had to be "sharp and tough" so as not to compromise the high standards

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they set for themselves. Perhaps not all the juries received the memo, as Media alone had more Golds than Film, Radio, Outdoor, Print and all of Craft combined, which is worrying for the total tallies. On the rise It was a great year for East Asia in the Young Spikes competitions, in which both winners and runners-up were skewed to the orient. Korea took the gold medal in the Young Spikes Media Competition, where the brief was for the Breast Cancer Foundation Singapore. The Singapore Red Cross was the client for the Young Spikes Integrated Competition, won by the team from Japan. The introduction of the Young Spikes Marketers Academy for young professionals, in addition to the creative-focused Young Spikes Academy for students, helped Spikes maintain a young crowd. The educationfocused program appears to target marketers and students while the creatives are in the judging room. "Creativity is now recognized as a key differentiator in the business but it's got so many strands that are coming at you—from social networking to consumer-generated content, digital —that unless you're learning, unless you're across all issues, you're standing to become irrelevant," said Festival Chairman Terry Savage. "It's about coming here to learn and of course, to take that learning back to your country, spreading it amongst the people in your offices so they are also aware of what the thought leaders from around the world are saying about the development of the industry going forward." Festivals are defined by the nightlife and there's plenty of it at Networking After Dark, the lively fivestop party. Starcom MediaVest looked no further than the Tawandang Microbrewery right outside the Suntec doors for its event, while Ogilvy dared to bring the party to its office and The No-Daddies band with it. Lowe Asia Pacific nearly stopped traffic with its street party in Chinatown complete with samba dancers, while McCann put together a play space complete with Kinect, sumo wrestling and a mechanical bull. Crowds converged at JWT, where the loud music went on long after the alcohol ran out. The following night, delegates partied well into the wee hours at the Afterparty at the IndoChine waterfront. Australian indie rock band Rudely Interrupted (stars of Scope's “See the Person” campaign), thanked Leo Burnett's Karen Lim for taking care of them. It was HumanKind at its finest, especially with Remi Babinet noting that the ad should have won Film Grand Prix, had there not been a restriction against public service ads. The challenge for Spikes Asia on its third year is to go beyond the numbers and answer the big questions, celebrate the region's best as only Asia Pacific can, and inspire the future of creativity as it happens.

November - December 2011

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PHOTO GALLERY

Thirasak Tanapatanakul of Creativejuice\Bangkok accepts the Design Grand Prix

Samsonite is Advertiser of the Year

Dentsu Tokyo is Media Agency of the Year

Lowe Singapore wins Radio Grand Prix

JWT Shanghai accepts Outdoor Grand Prix

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PHOTO GALLERY

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Lowe street party

Chris Thomas accepts the PR Grand Prix

McCann Worldgroup party

Japan wins Young Spikes Integrated Competition

Networking after dark - Ogilvy

Tony Yi nd McCann Hong Kong's Spencer Wong

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PHILIPPINES AT SPIKES

Surprisingly steady

The Philippines breezes through Spikes Asia with 11 metals Coming from two Gold Spikes in 2010, the country still performed remarkably well this time around. From 199 submissions, the Philippines was a shortlist success, with 29 finalists spread over 10 categories. More importantly, a majority of the shortlisted ads headed home with trophies. Again, the Media category produced Gold, with JWT Manila's “Snaps” campaign for Nestle Kit Kat. The funny take on on-cam breaks by newscasters, proved to be the sleeper hit of this awards season. “Fashion Laundry” for Procter & Gamble’s Ariel laundry detergent gave Ace Saatchi & Saatchi three Silvers --- one in Design and two in Media --- and was also honored as finalist in Promo & Activation. The agency turned not to killer copy as they did last year for Vespa, but to life-saving public service radio commercials for Toyota, riding to victory with a Radio Bronze for “Text ECG” and “Text Siren”. With six finalists each in Print and Outdoor, BBDO Guerrero/Proximity Philippines' Saridon "Persistent Headaches" and DM9 JaymeSyfu's Pharex "Center of Attention" campaigns were equals, measure for measure, down to the number and subcategories. BBDO Guerrero's Bayer Saridon “Butcher,” “Carpenter”, and “Laundry” received a Bronze in both Print and Outdoor categories. DM9 left the Esplanade empty-handed, a disappointment for the agency which brought home a Media Gold last year. BBDO came away with additional Bronzes for the Pepsi “Bottle School” initiative in PR and for the data-rich FedEx website “Changing World” in Digital, ending the night with a welcome Silver in Film for the dialogue-free “Hammer” TVC, also for Saridon. TBWA\Santiago Mangada Puno captured a Film Bronze with the Cinemanila International Film Festival short film “Sementeryo” (Cemetery), documenting residents living in the resting place of the dead, while McCann WorldGroup’s plantbased feat of technology and ecology, “Living Billboard”, merited a Media Bronze. Also shortlisted were Leo Burnett Manila's “Cook” and “Night Watchman” ads for Samurai Energy Drink in Print Craft. Three industry leaders from the Philippines joined the Spikes Asia juries: Lowe Philippines ECD Leigh Reyes for Film, Outdoor, Print and Radio; DM9 JaymeSyfu ECD Eugene Demata for Design; and Stratworks MD Donna Nievera-

Conda in the inaugural PR jury. Tribal DDB Philippines ECD Daffy Jonson also judged the Young Spikes Integrated Competition. Mike Luchico and Kyle Gozo, who came in third in the Young Kidlat competition, represented the country in the Young Spikes Integrated Competition, as the Euro RSCG duo, which was initially pressed to go, withdrew because of the age limit. The Philippines was also represented in the seminar program, with Leigh Reyes joining Lowe + Partners CEO Michael Wall in the Populist Creativity presentation, while BBDO Guerrero/ Proximity Philippines Chairman and CCO David Guerrero spoke for the Philippines in the Yahoo!

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01 BBDO Guerrero's David Guerrero in conversation with Yahoo!'s Susanna Lee 02 Lowe Philippines ECD Leigh Reyes talks Populist Creativity 02

panel on the emerging markets of Southeast Asia. Attendance from the Philippines was at parity with last year, with the University of Asia & the Pacific's 46 IMC seniors accompanied by their dean, Dr. Jerry Kliatchko, composing the biggest contingent. PROVAGO was the largest local agency delegation with a team of 10. But beyond the numbers and the awards conversion ratio, what was most remarkable about Spikes Asia 2011 for the Philippines was that the 11 metals were spread across a number of agencies and categories, proving the country's versatility and reinforcing the growing importance the show has for the local industry.


PHILIPPINES AT SPIKES

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Momentum's Majo Tomas, DM9's Miko Quiogue, TBWA's Ni単o Reyes and Ali Silao, DM9's Herbert Hernandez and Eugene Demata, and McCann's Raul Castro and Seph Velasquez DM9 JaymeSyfu's Creative Director Herbert Hernandez

DDB ECD Joey Ong and his team

adobo's Angel with director Thierry Notz and Kodak's Jane Albito

Dr. Jerry Kliatchko and the UA&P delegation

DM9's Eugene Demata at Spikes Nights

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YOUNG SPIKES

Growing Out of Young Spikes

01

Words: Kyle Gozo & Mike Luchico, Senior Copywriters, Publicis Manila

The word “young” is relative in advertising. You may have worked in the industry for five years and still be seen as young. You may have worked for less than two years and be seen as more mature than your age. Whatever the case was, we came to Singapore as young to the eyes of many. The Red Cross brief for the Young Spikes Integrated Competition was based on an interesting First World truth – Singaporeans don’t see first aid as a necessity because they are confident of their ambulances’ response. The teams from Japan, Singapore, Hong Kong, India, Sri Lanka, Bangladesh, South Korea, Taiwan, Indonesia and us, the Philippines, were given 48 hours to think of a campaign to address the situation. The deadline may seem longer than the one given at Young Kidlat, but the rules of the game were very tricky. The teams can only work on the laptops stationed in the conference room. That means less than 12 hours of work time since the conference room is not free to use like your own laptop. And the images were limited only to the ones found in the sponsor’s site. Panorama Stock offers a lot but nothing beats the whole wide

web world of images. Given the limitations, we found the needed craftiness to work out the time limitations. And by the way, the work area is a small booth where other teams can look at your laptop whenever they wanted to. Unlike Young Kidlat, we had to present our ideas. A five-minute time limit was given to each team. So, on top of polishing our deck we had to rehearse and time our presentation to the fiveminute limit. Being the ninth team to present, the wait was nerve-racking. The presentation was just as scary but we managed to do fine and got our message across to the judges. The judges' reaction to our material: we used a big nice looking gun when a simple knife was needed (not their words, of course). That left a bitter sour-graping taste in our mouths. But it was a two-sided sword of sorts. On one side, we didn’t rank, but on the other, we realized that the advertising industry is aiming more and more for the heart. And that is something that the Filipino admen are really good at. In the Young Spikes Competition, the advertising industry traded in its usual tough kick-ass badge on its leather jacket

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November - December 2011

and chose to wear its heart on its soft linen sleeve. Even the hard partying people have a softer side. This is a lesson learned the tough way but a lesson to keep for a lifetime. The experience of competing against other countries is already a once-in-a-lifetime experience. But despite all that we came to Singapore as competitors for the Young Spikes and came home a bit older, more mature than the word “young” implies.

01 Kyle Gozo and Mike Luchico (in black) second table on the right


YOUNG SPIKES

Leo Burnett Singapore's Shiela and Mike dela Cuesta and DDB China's Victor Ng

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Loot bag

Networking coacktails

Early birds: DM9 Team

McCann Philippines Raul Castro and Majo Tomas

TBWA\Santiago Mangada Puno creatives

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GRAND PRIX WINNERS

GRAND PRIX PR GRAND PRIX PROMO & ACTIVATIONS NATIONAL AUSTRALIA BANK "BREAK UP", CLEMENGER BBDO MELBOURNE

Title: Break Up Advertiser: National Australia Bank AGENCY: Clemenger BBDO Melbourne, Australia Executive Creative Director: Ant Keogh Creatives: Julian Schreiber, Tom Martin Creatives: Darren Pitt, Rohan Lancaster Executive Agency Producer: Sonia Von Bibra Print Agency Producer: Sharon Adams Account Management Team: Simon Lamplough, Tim MColl Jones, Kelly Richardson, Kate McCarthy and Tanya Garm Plannning & Insights Director: Paul Ree Jones Director : The Glue Society DOP/Cinematographer: Danny Ruhlmann plus 63 x field DP’s Executive Producer : Michael Ritchie Production Company: Will O’Rouke

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GRAND PRIX WINNERS

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GRAND PRIX OUTDOOR GRAND PRIX PRINT GRAND PRIX PRINT & POSTER CRAFT SAMSONITE "HEAVEN & HELL", JWT SHANGHAI

Title: "Heaven & Hell Advertiser: Samsonite Agency: JWT Shanghai Executive Creative Director: SheungYan Lo Executive Creative Director: Yang Yeo/Elvis Chau Creative Director: Hattie Cheng/Rojana Chuasakul Art Director: Rojana Chuasakul/Haoxi Lv/Danny Li/Surachai Puthikulangkura Copywriter: Marc Wang Client Service: Tom Doctoroff/Sophia Ng/Lily Zheng/Michelle Xiao/Maggie Zhou Print Production: Joseph Yu/Lulu Zhang/Isaac Xu Production House: llusion Illustrator: Surachai Puthikulangkura / Supachai U-Rairat (Illusion) Producer: Anotai Panmongkol / Somsak Pairew (Illusion) Animator: Illusion

DESIGN GRAND PRIX TAMIYA CALENDAR, CREATIVE JUICE\BANGKOK

Title : Tamiya Calendar Advertiser : Siam Tamiya Agency : Creative Juice\Bangkok Chief Creative Officer : Thirasak Tanapatanakul Creative Director : Tienchutha Rukhavibul Art Director : Thirasak Tanapatanakul Motion/Graphic Designer : Manasit Imjai/Irada Sribyatta/Kantapat Witwasin/Kingkanok Munkongcharoen/Nitiphong Tancharoen/ Chalermpun Punjamapirom/Chittiporn Chittapootti Company Entering : Creative Juice\Bangkok (TBWA) City : Bangkok

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GRAND PRIX WINNERS

GRAND PRIX DIGITAL PEDIGREE ADOPTION DRIVE "DOGGELGANGER", COLENSO BBDO

Title: Pedigree Adoption Drive "Doggelganger" Advertiser: MARS Agency: Colenso BBDO Auckland, New Zealand Executive Creative Director: Nick Worthington Creative Director/Digital Creative Director/Digital Art Director: Aaron Turk Creative Director/Copywriter: Levi Slavin Art Director/Digital Art Director: Jae Morrison Senior Account Director: Karla Fisher Senior Account Manager: Dave Munn Agency Producer: Haydn Thomsen Digital Devloper: Colin Williams Digital Developer: Paul Headington Sound Design Studio: Franklin Road Post Production: Kaleidoscope

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GRAND PRIX WINNERS

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GRAND PRIX MEDIA AUDI A8L "3D EXPERIENCE", CREATIVELAND ASIA MUMBAI Title: Audi "3D Experience" Advertiser: Audi India Agency: Creativeland Asia Mumbai , India Chief Creative Officer : Sajan Raj Kurup Executive Creative Director : Vikram Gaikwad , Anu Joseph Copywriter : Sajan Raj Kurup, Anu Joseph, Vinit Bharucha, Siddhartha Menon Art Director : Bryan Elijah Account Producer: Kiran Nandwani Account Supervisor : Aditya Subramaniam

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PHILIPPINES WINNERS

SILVER FILM SARIDON "HAMMER", BBDO GUERRERO / PROXIMITY PHILIPPINES Title: Saridon "Hammer" Advertiser: Bayer Philippines Agency: BBDO Guerrero/Proximity Philippines Chief Creative Officer: David Guerrero Executive Creative Director: David Guerrero, Brandie Tan Creative Director: Gary Amante, Rey Tiempo Copywriter: Rey Tiempo, David Guerrero Art Director: Gary Amante/Peepo David Agency Producer: Idda Aguilar Account Supervisor: Cindy Evangelista Advertiser’s Supervisor: Edward Go Director: Joel Limchoc Account Manager: Iking Uy

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PHILIPPINES WINNERS

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BRONZE FILM CINEMANILA INTERNATIONAL FILM FESTIVAL "SEMENTERYO", TBWA\SANTIAGO MANGADA PUNO

Title: Sementeryo Advertiser: Cinemanila International Film Festival Agency: TBWA\Santiago Mangada Puno Production Company: Filmex Executive Creative Director: Melvin M. Mangada Creative Director: Bryan Siy Copywriter: Bryan Si, Paolo Paraiso Art Director: Cj De Silva Agency Producer: Sunny Lucero, Cheese Bagnes

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PHILIPPINES WINNERS

BRONZE OUTDOOR BRONZE PRINT SARIDON "LAUNDRY", "CARPENTER", "BUTCHER" , BBDO GUERRERO / PROXIMITY PHILIPPINES

Title: Saridon "Laundry", "Carpenter", "Butcher" Advertiser: Bayer Philippines Agency: BBDO Guerrero/Proximity Philippines Chief Creative Officer: David Guerrero Executive Creative Director: David Guerrero, Brandie Tan Creative Director: Gary Amante/Rey Tiempo Copywriter: Rey Tiempo/David Guerrero Art Director: Gary Amante/Peepo David Agency Producer: Idda Aguilar Account Supervisor: Cindy Evangelista Advertiser’s Supervisor: Edward Go Account Manager: Iking Uy

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November - December 2011


PHILIPPINES WINNERS

SILVER DESIGN SILVER MEDIA ARIEL "FASHION LAUNDRY", ACE SAATCHI & SAATCHI

Title" Ariel "Fashion Laundry" Advertiser: Procter & Gamble Agency: Ace Saatchi & Saatchi Executive Creative Director: Andrew Petch Creative Director : Trixie Diyco Associate Creative Director: Bia Fernandez Copy Writer : Bia Fernandez Art Director: JanetteDe Veyra Head of Art: Carl Urgino VP Integration: Tony Sarmiento

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Final Artist: Rico Torres, Rod Alonzo Account Manager: Crissy Ancheta, Carlos Domingo Account Supervisor: Lou Santos Producer: Mikey Reyes Print Producer : Rodel Quitain Business Development Director: Gen Lizares Event Director: Kiko Torno Event Manager: Aya Gonzales Head of Broadcast: Telly Arce Photographer: Jason Tablante

BRONZE PR PEPSI "BOTTLE SCHOOL", BBDO GUERRERO/PROXIMITY PHILIPPINES Title: Pepsi "Bottle School" Advertiser: Pepsico International Agency: BBDO Guerrero/Proximity Philippines Chie Creative Officer: David Guerrero Executive Creative Director: Brandie Tan, Tin Sanchez Copywriter: Rachel Teotico Creative Director: Dale Lopez Associate Creative Director: Jeck Ebreo, Meggy de Guzman

Art Director: Dennis Nierra Account Director Carmela Quirino Montilla Account Manager: Dalla Sucgang Print Producer: Al Salvador General Manager Francine Kah-Gonzalez Founder: Illac Diaz PepsiCo International Marketing Director: Steve Romasanta PepsiCo International Brand Manager: Michael Eric Rosales

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PHILIPPINES WINNERS

GOLD MEDIA KIT KAT "SNAPS", JWT MANILA

Title: Kit-Kat "Snaps" Advertiser: NestlĂŠ Entrant: JWT Manila Media Agency: ZenithOptimedia Executive Creative Director: Dave Ferrer Creative Director: Joe Dy Copywriter: Rachel Villanueva Art Director: Javey Villones Account Director: Pao Acosta Broadcast Producer: Maika Zialcita

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BRONZE MEDIA COKE "LIVING BILLBOARD", MCCANN WORLDGROUP PHILS. Title: Coke "Living Billboard" Advertiser: The Coca-Cola Export Corporation Agency: McCann WorldGroup Philippines Chief Creative Officer: Raul Castro

Deputy Executive Creative Director: Peter Acu単a Head of Art: Joseph Velasquez VP, Managing Partner: Bernadette Chincuanco AVP/Director- in-charge Momentum: Majo Tomas

BRONZE DIGITAL FEDEX "CHANGING WORLD", BBDO GUERRERO/PROXIMITY PHILIPPINES

Title: "Changing World" Advertiser: FedEx Agency: BBDO Guerrero/Proximity Philippines Chief Creative Officer: David Guerrero Executive Creative Officer: Simon Welsh Executive Creative Director: Brandie Tan Creative Director: Pia Roxas Ocampo Associate Creative Director: Dale Lopez, Peter McCallum Account Director: Michaela Skelly Digital Strategist: Mark Himmelsbach

Digital Producer: Doug Stivers Creative Director: Drew Ungvarsky Art Director: Joe Branton Interactive/Producer: Eric Green Flash Developers : Jeff Penano, Darius Pilapil, Ricky Williams Developer: Luke Bilger, Josh McDonald Animator : Jason Levesque Group Account Director: Ombet Traspe Senior Account Manager: Iking Uy Group Account Director: Ombet Traspe

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JURIES

Connie Lo Executive Creative Director Leo Burnett Hong Kong Outdoor & Print Jury

Remi Babinet Chairman, BETC Euro RSCG, Paris Global Chief Creative Officer, HAVAS Film, Print, Outdoor & Radio Jury President

Valerie Cheng Executive Creative Director JWT/XM Singapore Digital & Mobile Jury

The judging process was very well managed

Spikes is a world-class festival. As president

The atmosphere is very relaxed and easy-

and went smoothly. The only small piece of

of the jury, I was very careful not to make

going, thanks to Jeff Benjamin and a very

advice I could offer is for judging panels to

any compromises. The work which has been

humble bunch of creative leaders.

pay deeper attention to the content rather

awarded truly deserved it; there are big

than the entry submission when weighing

ideas behind these campaigns and they are

The overall quality has definitely risen in

their options, particularly when it comes to

beautifully crafted.

digital and we’ve moved on from gimmicky work, or work which reflects technology for

multimedia entries. The Grand Prix for Radio is very well done.

technology’s sake. We saw more work that

There weren’t any significant trends, largely

It talks about color using sound, which is a

was right for the brand, not only creative but

because the work was so diverse, which

challenge.

insightful and strategic.

community. Creative standards in Asia are at

The Gold winners for the Film category both

I’ve noticed that majority of the work from

par with the rest of the world.

depict slices of life and real-life experiences.

China and Korea had a particular approach.

First, an Australian film about disabled people

They seem to be really fond of creating

As for choosing Grand Prix, it had to be a

making music. It should have won Grand Prix

campaigns with soap dramas online. I have to

piece of work that elevated the standard of

if it had not been a PSA. Second, an Indian

say that they can be quite tiring to get through

creativity to another level.

film for The Times of India which is a focus

but I guess it can only be a reflection of what

on a working-class Indian woman's everyday

the target audience really wants.

is part of the strength of Asia’s creative

life. We see the various things she does as a mother, a housewife, a devoted daughter

It was its simplicity and how they’ve used

to her elderly mother and then we find out

technology so appropriately and effectively for

that she works for a sex hotline. I think that's

it’s campaign objective. The engagement was

interesting as it's usually Internet we see as

extremely rewarding and you forget how much

the media for what is real and direct.

technology is behind it. Very much like what we feel about Apple products.

The exceptional quality of the craft is also a secondary trend in the region. An example is the Japanese film with the crazy installation of a giant xylophone in the middle of nowhere on which a wooden marble rolls and creates music.

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SPIKES ASIA 2011

JURIES

157

Donna Nievera-Conda Managing Director Strategic Works Inc PR Jury

Eugene Demata Executive Creative Director DM9 JaymeSyfu Design Jury

Anita Nayyar Chief Executive Officer Havas Media India and South Asia Media Jury

We saw quite a number of entries that really

In the Design category, the quality and

From a media award perspective overall quality

fly in terms of creative ideas and execution.

standard of works entered were really high.

of work was good. Some of the cases were

What some entries actually lacked were: 1)

The juries were amazed of the high level of

very good and demonstrated interesting use

research and information that led to insight

passion and creativity that were put into some

of media. A lot of the cases used integrated

that in turn provided a solid strategic basis,

outstanding works. It was so easy to spot the

media. Digital was an interesting part of the

and 2) clear PR measures of success,

winners immediately but we had a hard time

entire media strategy, clearly indicating the

focusing on outcome rather than output.

choosing the Grand Prix.

movement in media towards digital and social platforms.

Social media is now definitely established as

Trend in Design is very polarized. There were

a PR campaign component. Programs built on

excellent entries which were so big in scope

The media jury was an interesting and

social impact also dominated the category,

and very elaborate in execution. You’ll also

collaborative lot. Lots of discussions and

both CSR campaigns and humanitarian

see amazing , really simple works at the

reasoning finally leading to overall consensus

responses to calamities.      

same. In the end, the Design Grand Prix

were the highlights of judging. Grand Prix

went to a trend-setting ad, big in idea and

selection was a very tough one as there were

execution. A truly inspiring work.

divided opinions between the two shortlists.

Deliberations were intense at some points, as impassioned as agency brainstorming sessions. Luckily, irrepressible humor and

Intense reasoning from judges in favor of the

liberal wit were constantly present, making the

two went on for a very long time. Finally, the

weekend work quite fun.

Audi case won given its simple use of new technology and the first integrated campaign

The jury’s unanimous choice for the Grand

in 3D. Clearly, indicative of the use of new

Prix was the “Break-Up” campaign of the

media as a platform going forward.

National Australia Bank. It clearly stood out because it had a solid strategy grounded on a relevant insight, a bold campaign idea and a very well executed campaign that captured the media and the public’s attention. Metrics for the campaign were clearly set and the measurements were based on outcome, not merely outputs.

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SEMINARS

Spikes that Don’t Sting

The Independent Agency Perspective Words: Ryan Pronstroller, Executive Creative Director, PROVAGO The Irukandji jellyfish is an extremely venomous jellyfish that inhabits marine waters of South East Asia and Australia. These infamous invertebrates fire stingers into their victims, causing excruciating pain and, yes, even death. But what makes it phenomenally dangerous is its deceptive size – no bigger than your smallest fingernail. But is this the only way a small creature can thrive in the vast wide ocean – become defensively deceptive? The same goes for independent agencies and the advertising industry. To foster the spirit of creative entrepreneurship this year, Spikes Asia launched the Independent Agency of the Year category. There were speakers from independent agencies like Party of Japan and The Secret Little Agency of Singapore, who talked about brilliant campaigns fueled by the passion of entrepreneurship. In fact, independent Creativeland Asia of India nabbed a Grand Prix Award in Media for their Audi A8 effort, as well as the first ever Independent Agency of the Year Award. For the festival committee to have recognized independent agencies as a category of its own has opened doors of opportunities and encourage growth through inspiration for small business like ours. Attending Spikes Asia opens the eyes to other and bigger creative perceptions. The experience made us realize a new realm of possibilities suited to us. Yes, the Philippines may have limiting advertising freedoms. We don’t have the best technologies, and independent agencies might not have enough resources, but so what? Challenges in our country and in our region make us evolve into better creative thinkers and doers. Being independent only gives us more ambition and drive especially now that Spikes Asia is supporting small agencies in the region. Unlike the Irukandji jelly fish that needed to evolve into an invisible predator, we, the small fish of the industry, now co-exist with the rest and we thrive continuously and evolve creatively without having to sting anyone.

James Hurman on Creativity & Effectiveness Words: Diday Alcudia Strategic Planning Director DM9 JaymeSyfu “Creativity is irrelevant at best. Often, it is downright harmful to advertising success.” This is Colenso BBDO Planning Director James Hurman’s opening slide, with the question “Are clients better off with a creative agency?” He immediately refuted this by saying that it is harder to find a case against creativity than for it. More and more data suggests that the more creative campaigns are, the more effective and efficient they are. People also tend to think more highly of companies who use creative campaigns. “The more creative a campaign, the higher the likelihood that the featured product will sell. Creativity is an advertiser’s best bet,” said Hurman. With the surge of social media, we are moving from the traditional media economy to what he calls “Conversation Economy”. In the past, the only way to know about a product is through its advertising, and consumers would

Leo Burnett Sydney CEO Todd Sampson

The PROVAGO team with the author (third from left)

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November - December 2011


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The more creative a campaign, the higher the likelihood that the featured product will sell. Creativity is an advertiser’s best bet. accept this information lock, stock and barrel. Today, people tend to rely more on word-of-mouth: information they can get from trusted or recognized authorities. He mentions that 50% to 80% of people trust what they hear from their friends or peers. No wonder we see this as one of the many objectives on clients’ briefs. The challenge is to create work that people would want to share, talk about, and recommend to others. This is essentially the same as DDB’s Social Creativity. Penetrating

and spurring conversations about a brand is what makes traditional advertising work harder. It is about transforming advertising from oneway communication to multi-platform conversations that ultimately become viral. What we need to do is to make our brand interesting for it to be part of their conversations. Here’s to hoping that all Hurman’s research data on the case for creativity grabs the attention of those who need more convincing on the power of creativity. Then we can really rock n' roll.

Colenso BBDO Planning Director James Hurman

Conquering fear and being more creative

Words: Joey Ong, Executive Creative Director, DDB Philippines

Creativity and fear is a balancing act, as I learned at Spikes last September. All this time, in my 11 going on 12 years as a creative in a very competitive industry, I have been taught to be aggressive and fearless. Jumping in at every opportunity, set a goal and go for it. That was until I heard the talk of Todd Sampson, CEO of Leo Burnett Australia. Only then was my biggest fear validated. Sampson said that most of us are creative but we often have a five minute window to conquer our fears. Then it dawned on me: all those crazy ideas I’ve trashed, those could haves and might haves, days when I’d open an advertising book and I would say to myself, “I have thought of this”, and yet each time I failed to be fearless enough to make it happen. At this point Sampson was able to get me to sit down and pay attention to what he had to say. As Sampson stood there and flashed case studies, he kept going back to the idea of being afraid, having challenges and balancing them out, hence creativity and fear.

As I listened to Sampson give his talk, I remembered Earth Hour. If I had thought of that, I would probably be so scared to even consider making it happen. All this negativity would crumple my brain until five minutes later… zap! Off to idea heaven. But not for the guys who did Earth Hour. How did they end up with that? How did they sell it? Were they not afraid? I will always wonder. Earth Hour has moved billions of people. I guess somewhere in that five-minute window, these guys just said, “Let’s do it!” The challenge was clear in Sampson’s talk. Creativity is not purely about how great the idea is. It’s that extra step that you must take to make it happen.

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The Creative Age of Business in Asia Words: Jerry Hizon, Creative Director, DM9 JaymeSyfu What if your client is more creative than you? Perhaps it’s unlikely in your current situation, but your agency might just be nearing those days. As presented by Ogilvy & Mather Asia Pacific President David Mayo, the Creative Age of Business in Asia has arrived. According to Mayo, the increasing complexity and competition of today’s business landscape has pressured companies to inject innovation and creativity to their operations. In fact, it is no longer just an option for today’s Attention Economy. It has become a necessity for survival and ultimately, success. “To get ahead of the curve,” Mayo states, “companies must adopt a creative mindset. They must forget the tried and tested, start taking risks. Companies that nurtured and embraced creativity within their organization have experienced not only the astounding returns, but also futureproofed their organizations.” Sounds like the motto posted in the wall of every Silicon Valley

startup. But can these ideals be applicable in Asia, the world’s engine of growth? Mayo suggests that Asian companies develop strategies (hopefully with their ad agencies) to veer away from what he calls “an unsustainable model of low-cost manufacturing and smart, cheap distribution”. It is the ad industry’s role to help clients take the leap of faith and embrace creativity. And those that have infused creativity into their corporate culture will see the results, not in the number of awards, but the numbers in their bottom line. So what does it all mean? It means we’re entering the age where advertising agencies will no longer have a monopoly on creativity. And if that leads to a client that berates me for presenting a side-byside/ before-and-after/setup-freight-punchline commercial, it can’t get here soon enough.

Ogilvy and Mather's APAC President David Mayo

Invent or Die at Spikes Words: Nino Reyes, Copywriter, TBWA\Santiago Mangada Puno Design: John Ed De Vera & Dennis Claveria

Crispin+Porter+Bogusly's Jeff Benjamin

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November - December 2011

Jeff Benjamin’s “Invent or Die” was one of the better talks at this year’s Spikes Festival. He talked about the changing times and how our business continues to change along with it. According to Jeff, the creative revolution is fueled by technology. If a brand isn’t inventing it won’t be around much longer (and so will you). Below is a guide to surviving these changing times based on the things I learned from him.


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