scores third Best Place to Work win in Campaign Global Agency of the Year Awards
winning a whopping 71 Awards at the 2024 Cannes Lions International Festival of Creativity. Congratulations!
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Anna Chua-Norbert
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RECEIVING THE AWARD IN LONDON.
DDB Group Philippines Chief Culture Officer and DDB Philippines Managing Director Anna Chua-Norbert accepts the "Best to Place to Work: Individual Shop and Network" trophy during the Campaign Global Agency of the Year Awards ceremonies held at the Carlton Tower Jumeirah in London, UK.
DDB Group Philippines was once again recognized as "Best Place to Work" Winner at the prestigious Campaign Global Agency of the Year (AOY) Awards 2023 held at the Carlton Tower Jumeirah in London, United Kingdom. This is the third consecutive year that DDB Group Philippines received such distinction, being named Best Place to Work Gold Winner in Campaign's Global AOY Awards 2021 and 2022, and Silver Winner in the recently concluded Global AOY Awards 2023.
Receiving the award in UK was DDB Group Philippines Chief Culture Officer and Managing Director for DDB Philippines and Bent & Buzz, Anna Chua-Norbert, who attributed the award to the agency group's internal practices, commitment to excellence, and ethical standards that its clients can trust.
"This accolade fills us with immense pride and gratitude, serving as a testament to our unwavering commitment to our people and our dedication to creating an environment where everyone can thrive. Our people-first approach ensures that every team member is supported, valued, and motivated to deliver their best work.
"In an industry fraught with challenges, toxic hours, sexual misconduct, normalized throughout the years as people turn a blind eye, DDB Group Philippines has set a higher standard by prioritizing integrity and accountability that assures safe spaces and employees' welfare," said Chua.
The Best Place to Work achievement is also largely traceable to DDB Group Philippines patriarch, Group Chairman and CEO Gil Chua's vision and generosity, which have been instrumental in creating a culture of excellence as his leadership inspires employees to strive for greatness every day.
This award is a shared celebration of our collective dedication and hard work. It underscores the company's belief that kindness and integrity in leadership lead to exceptional client service and outstanding results. It is a reminder that when we prioritize people and create a nurturing environment, success naturally follows. This victory is not just for us but for the Philippines," he said.
DDB Group Philippines' progressive workfrom-home policies, advocacy for unpaid work, steadfast commitment to gender pay equity, and inclusive workplace culture have created an environment where creativity and innovation flourish. Proud to be a beacon of Filipino talent and hard work, DDB harnesses Filipinos' ingenuity, dedication, creativity, resilience, and genuine warmth to create campaigns that resonate deeply with audiences and drive success for its clients.
Clients who partner with DDB benefit from its people's passion and loyalty with the DDB team treating every client's business as their own, ensuring unwavering support and a partnership built on trust and mutual respect.
EXPERIENCING CANNES
LIONS FOR THE FIRST TIME: A Journey through Three Lenses
As an Asian woman who serves as the Managing Director and Group Chief Culture Officer of a multinational agency in the Philippines, my first experience at the Cannes Lions International Festival of Creativity was a multifaceted journey. This iconic festival is not just a celebration of creativity but a convergence of the industry's brightest minds, sharing innovations, setting benchmarks, and fostering a culture of inclusivity and purpose. I attended Cannes Lions wearing three distinct hats: the creative business owner, the advertising business suit, and the HR leader. Each perspective offered unique insights and opportunities, culminating in a holistic and enriching experience.
THE CREATIVE BUSINESS OWNER:
Seeking Innovation and New Products
Discovering Trends and Innovations
Cannes Lions is renowned for showcasing the latest trends and innovations in the creative industry. As a creative business owner, I was on a quest to find new products and ideas that I could bring back to our agency in the Philippines. The festival did not disappoint.
From groundbreaking technology in virtual and augmented reality to cutting-edge data analytics tools, the sheer diversity of innovations was staggering. These innovations have the potential to revolutionize how we approach creativity, offering new ways to engage audiences and deliver impactful campaigns.
Learning from the Best
Attending the various seminars and workshops, I had the opportunity to learn from industry leaders who have successfully harnessed innovation to drive their businesses forward. Their insights into the creative process, the importance of risktaking, and the need for continuous learning were invaluable. I was particularly inspired by sessions that emphasized the fusion of creativity and technology, highlighting how artificial intelligence and machine learning are being used to create personalized and immersive experiences for consumers.
Bringing Ideas Home
The challenge now is to translate these insights into actionable strategies that can be implemented in our home market. The Philippines, with its vibrant and diverse culture, offers a unique landscape for creative experimentation. By integrating the latest innovations, we can push the boundaries of traditional advertising and deliver campaigns that resonate deeply with our audience. My goal is to foster a culture of innovation within our agency, encouraging our teams to think beyond the conventional and embrace new technologies and methodologies.
THE ADVERTISING BUSINESS SUIT: Striving for Excellence
Benchmarking Against the Best
Cannes Lions is a benchmark for excellence in the advertising industry. As an advertising business suit, I was keen to see how our agency measures up against the global competition. The festival provided a platform to assess the quality of our work, identify areas for improvement, and set new standards for creativity and effectiveness. The award-winning campaigns showcased at Cannes were a testament to what is possible when creativity, strategy, and execution align perfectly.
Networking and Collaboration
One of the most valuable aspects of Cannes Lions is the opportunity to network with peers, clients, and potential partners from around the world. These interactions are crucial for building relationships, exchanging ideas, and exploring new business opportunities. I was incredibly lucky to spend time with our network, which strengthened our trust and commitment to working together. Our collective goal is to elevate the presence of Asian agencies on the global stage, much like what our Latin American counterparts have done.
Learning from Industry Leaders
The festival's lineup of speakers included some of the most influential figures in the advertising world. Their stories of success, failure, and perseverance were both inspiring and instructive. They provided insights into the evolving landscape of advertising, the importance of staying ahead of trends, and the need for agility in a rapidly changing market. These lessons will be instrumental in shaping our strategic direction and ensuring that we remain competitive and relevant.
THE HR HAT: Validating DE&I, Sustainability, and Leadership
Emphasizing Diversity, Equity, and Inclusion (DE&I)
Cannes Lions is not just about celebrating creativity; it is also about fostering a culture of inclusivity and diversity. As an HR leader, I was heartened to see the emphasis placed on DE&I initiatives.
Sessions dedicated to promoting gender equality, racial diversity, and inclusivity in the workplace underscored the industry's commitment to creating environments where everyone can thrive.
These discussions reinforced the importance of our own DE&I efforts and provided new ideas for making our workplace even more inclusive.
Sustainability as a Core Value
Sustainability was another key theme at Cannes Lions. The festival highlighted the role of advertising in promoting sustainable practices and encouraging responsible consumption. As an agency, we have a responsibility to ensure that our campaigns
promote positive social and environmental impact. The insights gained from Cannes will help us integrate sustainability into our creative processes and client strategies, aligning our work with broader global goals.
Leadership and Purpose
Leadership was a recurring topic at Cannes Lions, with many sessions exploring the qualities of effective leaders and the importance of purpose-driven leadership. As a leader, my goal is to create a culture where our people feel valued, inspired, and
empowered to do their best work. The festival reinforced the idea that great leadership is about more than just achieving business goals; it's about nurturing talent, fostering collaboration, and creating a positive impact on society.
THE CONFLUENCE OF THREE LENSES
Integrating Insights for Holistic Growth
The insights gained from Cannes Lions through the lenses of a creative business owner, advertising business suit, and HR leader are interconnected and mutually reinforcing. Innovation fuels creativity, which drives business success, while a focus on DE&I, sustainability, and leadership ensures that our agency operates with integrity and purpose. By integrating these insights, we can create a holistic strategy that positions our agency for long-term growth and positive impact.
Inspiring Our Team
One of the most rewarding aspects of attending Cannes Lions was the opportunity to bring back these learnings to our team. Sharing the knowledge and experiences gained from the festival will inspire our people to strive for excellence, embrace innovation and uphold the values of DE&I and sustainability. It is through dedication and creativity that we will achieve our vision of making a positive impact on the world.
Dominating the Global Stage
Our ultimate goal is to see Asian agencies, including ours, dominate the global stage at Cannes Lions, much like our Latin American peers. By fostering a culture of innovation, striving for excellence, and prioritizing DE&I and sustainability, we can create work that not only wins awards but also makes a meaningful difference. The festival has provided a roadmap for achieving this goal, and we are committed to working together to realize it.
CONCLUSION
Experiencing Cannes Lions for the first time was a transformative journey. Each of the three lenses creative business owner, advertising business suit, and HR leader offered unique insights and opportunities. The festival reinforced the importance of innovation, excellence, and inclusivity in driving the success of our agency. By integrating these principles into our work, we can create campaigns that not only captivate audiences but also contribute to a better world. As we move forward, we are inspired and motivated to push the boundaries of creativity and to make a positive impact on the global stage. Ⓓ
FIGHTING THE BEIGE TAX
The Cost of Dull Advertising and the Rise of Creativity
The 71st Cannes Lions festival was a whirlwind of creativity and innovation, showcasing the best in advertising from around the globe. As representatives of the Philippines, we were proud to participate and witness firsthand the dynamic shifts in the industry. This year, the spotlight was on the concept of the "Beige Tax" – the financial burden dull advertising places on brands, and the undeniable benefits of embracing creativity.
The Financial Burden of Dull Ads
The cost of uninspired, boring ads is staggering. According to Jon Evans, Chief Consultant of Systems 1, dull advertising can result in an additional media spend of £10 million per brand. This is due to the lack of emotional engagement that such ads elicit from audiences, leading to an exceptional amount of "nothing" – indifference and disengagement that fails to drive brand loyalty or sales.
The Comeback of Fun
One of the most exciting trends at this year's Cannes Lions was the resurgence of comedy in advertising. Humour is making a strong comeback, leading to standout work that captures attention and drives results. In the new Use of Humour category, 4% of all entries went on to win, compared to a global average of 3.1%.
Noel Bunting, Chief Creative Officer at Publicis London, highlighted the effectiveness of humour with some compelling statistics from ‘The Happiness Report’ by Oracle Fusion Cloud Customer Experience (CX) and Gretchen Rubin:
- 80% of people are more likely to buy from a brand that uses humour.
- 72% are more likely to choose the brand over competitors.
- 63% will spend more with the brand.
Despite these promising figures, 95% of business leaders still hesitate to use humour in their communications. This fear is a missed opportunity for brands to connect with their audience on a deeper, more memorable level.
Key Takeaways for the Philippines
As a creative hub, the Philippines has always thrived on ingenuity and emotional storytelling. At Cannes, we saw how our unique perspectives and vibrant culture can drive powerful, effective advertising. The festival reinforced our commitment to pushing creative boundaries and moving away from the "beige tax" of dull advertising.
Embracing Creativity
Brands that seize the opportunity to stand out and evoke emotion through creative and humorous advertising see significant benefits. For example, campaigns that cleverly use humour not only engage their audience but also foster loyalty and drive sales. Brands like Coca-Cola, with their playful and heartwarming ads, consistently show how creativity translates into tangible business results.
Call to Action
It's time for brands to embrace creativity and combat the beige tax. By daring to be different and infusing humour and emotion into their advertising, brands can break through the noise, connect with consumers, and achieve lasting impact.
At the 71st Cannes Lions, the message was clear: creativity is not just an option; it's a necessity. Let's take this inspiration forward and continue to champion creative excellence in the Philippines and beyond. Ⓓ
DOH'S 'FORGOTTEN: SON' CAMPAIGN WITH TRIBAL WORLDWIDE MAKES IT TO CANNES SHORTLIST
Tribal Worldwide Philippines (Tribal) has secured one of the Philippines' Shortlists at the Cannes Lions Festival of Creativity 2024. The digital agency has obtained an Audio & Radio Lions shortlist for its "Forgotten: Son" campaign with the Philippines Department of Health.
The radio ad is about a family with a member suffering from Alzheimer's disease.
It puts a spotlight on how Alzheimer's burdens caregivers early on, yet grief counseling and community support are lacking, leaving caregivers isolated and overwhelmed.
In the heart-tugging radio spot, which is just under a minute, the listener will hear a familiar sentence spoken by the son, being repeated. But each time it’s spoken, the emotion changes, ultimately ending in grief.
The radio spot ends with a call to action to reach out to the Department of Health's National Center for Mental Health hotline for support.
DOH and Tribal created the radio ad to address the country's rising number of Dementia or Alzheimer’s cases, aiming to rally support around their caretakers.
PEPSICO, DDB MNL BAG SILVER
IN TIKTOK AD AWARDS
PepsiCo's Sting Hataw 2.0 campaign with DDB MNL bagged Silver for Best Branding Campaign in the recently held TikTok Ad Awards Night. Congratulations!
In photo at the TikTok Ad Awards are (L-R): DDB MNL's Associate Strategy
Director Patrick Antonio; Content & Influencer
Marketing Lead Nadine Mariano; Client Service
Director Denise Banatin; Art Director Jio Galvan, Digital Director Chino Testado; and Sr. Art Director Lara Espineda
DDB Group Philippines once more strengthened its commitment to and deepened its knowledge on workplace gender equality (WGE) and diversity, equity and inclusion (DEI) with its participation in the Annual General Membership Meeting (GMM) of the Philippine Business Coalition on Women Empowerment (PBCWE).
Group Culture Chief Anna ChuaNorbert sat as one of the panelists in the said meeting's Gender Working Group Session and Policy Forum. With the theme "#InclusioninAction: Progressive Policies and Practices for WGE and DEI", the panel discussion aimed at gaining insights on the factors and challenges in the development and implementation of participants' workplace policies.
For her part, Anna shared about how DDB Group Philippines started its workplace gender diversity, equity, and inclusion practices as early as 2014 via DDB's Talent Has No Gender program. This was way before DEI became a buzzword in the business community.
She also discussed why the agency group continues to adopt Work from Home as its default work mode, and the role of corporate leaders in shaping such policies which not only contribute to the well-being of their employees but also help shape a more equitable society.
Aside from Anna, DDB was also represented in the PBCWE-GMM by Group Talent Director Hiedy Enriquez, Group HR Manager Fritzie Galam, and Communications Director Maricar Angeles. Ⓓ
DDB
This Pride Month, we share the views of Jash Maghirang, one of the proud members of the LGBTQ+ community who works as Influencer Manager at DDB Group Philippines' integrated PR solutions firm Ripple8. Thanks Jash for being an inspiration to the LGBTQ+ community as well as to your entire DDB family! Happy Pride Month!
1. What are you proudest about being a member of the LGBTQ+ community?
Jash he/him
As a member of the LGBTQ+ community, I find immense pride in the resilience, courage, and authenticity that our community embodies. We made significant strides in increasing visibility and representation across various fields. More and more individuals are passionate advocates for equality and social justice. I am proud to inspire this new generation to fully embrace our identities, to become beacons of authenticity, and to inspire others to do the same.
2. How are you changing the world one day at a time?
As an LGBTQ+ individual, I strive to make a positive impact on the world by living authentically and advocating for equality. I believe that representation matters, and I aim to be a role model for those who may be struggling with self-acceptance. Even small actions can create ripples of change. Each day, I strive to be a positive force, fostering compassion, understanding, and acceptance wherever I go.
3. Why should LGBTQIA+ members be proud and loud?
Being proud and vocal about one ’ s identity helps increase visibility and representation. When LGBTQIA+ individuals openly embrace who they are, it challenges stereotypes and shows the world that we exist, thrive, and contribute positively to society. Pride encourages self-acceptance. When we celebrate our identities, we empower ourselves and others. It’s a powerful act of self-love and affirmation.Ⓓ
As we continue our Pride Month celebration, here we feature another proud member of DDB's LGBTQ+ community. Andy Manalaotao works as an Art Director at DDB Group Philippines' digitally centric agency, Tribal Worldwide Philippines. Andy identifies as male, and makes it as his gender expression. For him, being his true self and fighting for equal rights is his way to help build a more inclusive future for everyone. Happy Pride!
DDB PRIDE MONTH FEATURE
Andy he/him
1.What are you proudest about being a member of the LGBTQ+ community?
Being a member of the LGBTQIA+ community brings about a sense of pride as we embrace our true selves, navigate societal obstacles, and promote diversity and acceptance. It's about celebrating love, identity, and resilience in the face of challenges. I'm also proud of the representation in the media as this helps LGBTQIA+ members, especially those having a harder time accepting themselves, to feel seen.
2. How are you changing the world one day at a time?
Every day, people like me work to make the world better by fighting for equal rights and promoting acceptance. I personally do this mainly through education, as there's a heavy lack of information and assumptions made about the LGBTQIA+ community especially in the Philippines. By being ourselves and standing up for what's right, we're helping to create a more inclusive future for everyone.
3. Why should LGBTQIA+ members be proud and loud?
Being proud of who you are not only helps the visibility of the community, but also helps with society's acceptance and coming to terms with people "outside the norm" existing.Ⓓ
DDB GROUP JOINS PRIDE RUN TO SHOW SUPPORT TO THE LGBTQIA+ COMMUNITY
To further show love and support to the LGBTQIA+ community during Pride Month, DDB Group Philippines joined the RunRio Pride Run 2024 on 22nd of June at the Mall of Asia grounds. Running for pride, love, and inclusivity, our team participated in the 3k, 5k and 10k runs.
For the participants, it was more than just a race; it was a powerful representation of solidarity with the LGBTQIA+ community. As we crossed the rainbow finish line, we celebrated not just our achievements, but our collective commitment to creating and supporting an inclusive environment for all!
Championing diversity, equity, and inclusion, DDB Group definitely lives by its belief that talent has no gender. Happy Pride Month!
VOICE LESSONS FOR DDB KIDS
DDB Kids got to enjoy school break at the DDB HQ as The Culture Hub recruits DDB Chorale Coach Em of Philippine Madrigal Singers to give them voice lessons.
Available for free for DDB employees' children, as well as their nephews or nieces ages 4-16 years old, the voice lessons were held at 2-4:00 PM from June 26 to 28, Wednesday to Friday.
The first batch of DDB kids who availed of the voice lessons was composed of: Ryleigh Skye Ilagan, daughter of Ria Ilagan of Optimax; Aysel Amara Libutan, daughter of Evelyn Libutan of Finance; Laureanne Joy Noriel, niece of Queenie Noriel of DDB PHL; and Cassey Elise Margareth, daughter of Jullian Bang of MNL-Caishen. After enhancing their vocal skills through the three-day workshop, the kids got to do a last-day recital during the belated Father's Day party at the office. Good job, kids! Ⓓ
THE DDB TEAM AT ADOBO CUP 2024
Adobo Football Cup is back and so is our DDB F.C.!
We are inviting you to watch our DDB Football Club (DDB F.C.) play at the adobo Cup this Saturday, July 13, at the Atleta 63 Turf Bridgetowne, Pasig City. Be ready to cheer for our DDB team as they play the best game of their lives. Registration starts at 2:00 pm.
You may also get in touch with The Culture Hub for transportation arrangements on a first-come, firstserved basis. The DDB van will leave at 1:00 pm.
Presented by adobo magazine, the Adobo Interagency Football Cup 2024 #adoboCup is back on its 13th season after a five-year hiatus.The tournament is participated by the creative industry consisting of media, production houses, and agencies. Ⓓ
LIKE BYCRAIGLONNEE
I’ve always had a fascination with words. In the past, I have been known to thumb through my Concise Oxford English Dictionary to find a new word of the day. With 500,000 words in the OED to choose from, there is much to be learned.
Whilst waiting for my coffee this morning, I overheard a couple talking about their weekend. Over the course of a minute I counted twelve ‘likes’.
The word ‘like’ has become a ubiquitous part of speech, particularly among younger generations. Its frequent use in conversation often draws criticism and is sometimes perceived as a sign of linguistic laziness or a lack of vocabulary. Which up until now, was my view. However having researched it, the reality is more complex and reflects deeper linguistic and psychological phenomena.
Historical & linguistic background
The use of ‘like’ is not a recent development. Its roots can be traced back to historical uses in literature, such as Shakespeare's works, where it served as a shorthand for ‘likely’ or ‘similar to’.
Over time, ‘like has evolved from a comparative term to a versatile element of speech that includes functions as a discourse marker, a filler word, and a quotative.
Psychological & social functions
One of the primary reasons people use ‘like’ is its role as a filler word, which helps speakers manage the flow of conversation. Filler words like ‘ um ’ , ‘uh’, and ‘like’ provide speakers with a moment to think and organize their thoughts without relinquishing their turn in the conversation. This usage is particularly prevalent when individuals are trying to articulate complex ideas or when they feel unsure about their speech.
Moreover, ‘like serves as a quotative, indicating that what follows is a paraphrase rather than a direct quotation. This allows the speaker to convey the essence of a statement or a thought without committing to exact words, thus providing flexibility and a sense of immediacy and engagement in storytelling.
It’s interesting, I rarely see ‘like’ written in text or e-mail.
Impact on perception
Conclusion
Despite its functionality and prevalence, the use of ‘like’ is not without controversy. Some critics argue that it undermines the speaker's credibility or intelligence. However, this perception is more reflective of societal biases towards non-standard speech forms rather than an objective assessment of an individual's linguistic capabilities.
Educational & professional considerations
In professional settings, the use of ‘like’ and other filler words can be seen as less desirable. Excessive use of fillers can detract from the speaker's message and professionalism. Therefore, communication training often includes techniques to minimize filler words, enhancing clarity and effectiveness in speech. I have heard ‘like’ spoken of at client presentations. A caution, do try to refrain from using ‘like’ during Q&A sessions.
The word ‘like’ is a multifaceted part of English speech that serves various linguistic functions, from providing cognitive processing time to acting as a social marker. While it is often criticized, understanding its roles and uses can lead to a more nuanced view of this common speech pattern. Rather than dismissing it as merely a bad habit, it is more productive to consider ‘like’ as a natural part of language evolution that reflects changes in society and cognitive processes.
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Eye check-up & purchasing of new glasses
We have again partnered with CP Vision owned by Dr. Chandru Pessumal. CP vision team will come to our office on July 10, 2024. Payment of your new glasses can be done through salary deductions for three months (6 cut-offs).
