Asap Usap 2016: Fresh Start

— 2016 Asap-Usap Newsletter

FRESH START

The Official Publication of the Advertising Suppliers Assocation of the Philippines

2016 ASAP Officers & Board of Directors — CHAIRMAN MR. ROY VINCENT C. DEL VALLE President/GM NOISY NEIGHBORS, INC VICE-CHAIRMAN MR. RICK HAWTHORNE Treasurer/Director CENTRAL DIGITAL LAB, INC. PRESIDENT MS. MARIA MADONNA G. TARRAYO UNITEL PRODUCTIONS, INC. / STRAIGHT SHOOTERS MEDIA, INC. President/Group COO

President’s Message — My fellow ASAP members, please join me in welcoming the return of our official newsletter, ASAP USAP. On this first issue of 2016, we will highlight ASAP’s activities of the 1st Quarter including the Induction last February, as well as our organization’s participation at the Ad Summit in March.

ASAP creates a professional environment where each service partner finds a home to network with credible and accredited companies, share good practices, and build and strengthen their own businesses.

EXECUTIVE VICE PRESIDENT MR. ALEX RAUL B. BLAY President/GM SOUND DESIGN, INC.

ASAP’s role in the industry continues to be strong. Being your representative in the Ad Summit Management Committee is what I consider to be a proud moment. The role gives the organization a voice in an important event in the midst of other organizations.

VP-INTERNAL MR. ALVIN I. TRONO Vice President STAGES PRODUCTION SPECIALISTS, INC.

Our presence in the Ad Summit through the Trade Exhibit for the second year is a special one. We have once again been given the chance to run the Trade Exhibit independently from the Summit.

VP-EXTERNAL MR. SALITO V. MALCA Chairman & CFO, HIT PRODUCTIONS, INC.

This shows the industry’s trust on our organization. That’s what we call a true partnership. Through the Trade Exhibit, ASAP was given the opportunity to showcase some of our members’ capabilities as companies.

SECRETARY MS. JOAN GUMATAY General Manager IDEAL PEOPLE MODEL MANAGEMENT TREASURER MS. CHERRY P. SALAZAR President GA PRINTING

BOARD OF DIRECTORS MR. MIKO MONTIFAR Photographer RAUL MONTIFAR PHOTOGRAPHY MR. MITCH AMURAO Voice Performer / Corporate Events VO MR. KRIS DAVID Managing Director CTV CORPORATE TELEVISION MR. CHI DE JESUS Managing Partner SAGA EVENTS MS. MARLYN MONTANO CEO/Managing Director HOLY COW! ANIMATION / TeamApp, Inc. MR. VINCE S. REYES Managing Director EXECUTIVE DECISIONS INTEGRATED MKTG. COMMS FIRM MS. LYDA AGUINALDO Chief Operating Officer TVCXPRESS MANILA, INC.

Our vision for 2016 is Fresh Start. With this as our guide and guidon, ASAP will continue to remain relevant in our industry because it is the only organization that unites the different service partners of the advertising industry.

— MARIA MADONNA G. TARRAYO President/Group COO UNITEL Productions Inc. / Straight Shooters Media Inc.

FRESH START Rationale — 2016 is a very interesting year. It is a year that merits a new perspective, and a walk through the road less taken, to a Fresh Start. This is a very powerful vision, and a very timely theme. The industry continues to enter untested grounds. New business models continue to emerge.

Technology runs fast-paced, challenging our expertise.

Fresh Start shows an invigorated ASAP, always ready with a fresh attitude, able and willing to start productive, lasting collaborations with partners.

ASAP Activities —

4As President Golda Roldan inducts the 2016 ASAP Officers and Board of Directors in ceremonies conducted 18th February, at The Residences at Greenbelt

Guest Speaker Alfonso De Dios, CEO-Telos Media Works and TVCXpress Manila shares his thoughts on the brand new ecosystem, its relevance, and the importance of performance and interactivity \at the 1st Quarter Membership Meeting

TradEx 2016 a Success —

ASAP opens TradEx: The Playground

ASAP once again joined forces with the 4As for the Ad Summit in Subic by mounting the Trade Exhibit.

From March 9-12, at the Subic Bay Exhibit and Convention Center, the ASAP TradEx: The Playground, co-branded with the 4As theme Come Out and Play.

The Playground showcased the latest products and services from a wide range of brands in the industry.

Booths and buzz, people and promos, loads of fun

Ribbon Cutting with Subic Bay Freeport Zone VIPs, Ad Summit ManCom, and ASAP TradEx Committee members

The Playground and the playmates

Alex Syfu, Ad Summit Over-all Chair, Egay Navalta TradEx Cochair, and Olongapo City Mayor Rolen Paulino

[clockwise] Bing Lastrilla shows off the latest from JtJ; Rick Hawthorne with Smart execs; Roy with Ricky Alegre of BusinessMirror; Danny Ocampo with Manila Times team; Janelle Squires of adobo magazine Norman Agatep, 4As Chair (extreme left); and SBMA Administrator Rafael Reyes (extreme right)

TradEX Awards Winners [clockwise] Student volunteers ready at registration; daily movement of people; Puzzle Box 1 Best Single Booth GLOBAL SPARK

RICK HAWTHORNE Everybody has networked, everybody has cooperated, and we’ve all benefited from it.

Everybody’s efforts have made this a very successful and smooth TradEx. The efforts trade exhibitors all put here as a team is fantastic.

The ASAP TradEx Committee

2 Best Multiple Booth PLDT

3 People’s Choice PLDT

4 Best Theme SMART

The Playground’s games from Manila Bulletin featuring Barbie Atienza and team (bottom left) and serious toys, SounDesign’s OS, a recording studio on wheels (top); VitalStrats’ Amrei Dizon (bottom right)

Ad Summit highlights

5 Best Promo NLEX

VINCE REYES — On aligning with the Ad Summit theme We were challenged by coming up with a concept that would be aligned to the Ad Summit theme: Come Out and Play. So, we came up with The Playground. Then, we had to do things in fast sequence: Ocular, designs, booth and sponsorship rates, and determining the right partners such as tent providers and booth contractor. Fortunately, we benefited from the learnings and the ready templates from the previous Ad Summit. We just had to improve our execution.

RICK HAWTHORNE — First had experience, fast feedback Joining the ASAP Trade Exhibition at the Ad Summit enhances the exposure of Products and Services aligned with the Advertising Industry. With the exhibitors under one roof, participants and visitors can see, feel and have explained to them the new offerings, whether it be technical or service oriented that may suit their businesses.

Rather than individual advertising companies or clients searching for new services and schedule demonstrations or discussions with suppliers, they can see them first hand. Similar products can be compared and a deeper relationship can be developed.

In most cases the proprietors of these exhibiting companies are on hand which enhances the understanding of what our members, participants and visitors require in new services or equipment. Feedback is faster and the bonus of networking becomes a valuable advantage to everyone ROY DEL VALLE — Sharing, experiencing the highlights Attended by the 4As board, Ad Summit Pilipinas Organising Committee, Board Members of the SBMA, the Chairman of the SBMA,

and the Mayor of Olongapo, the TradEx ribbon cutting and opening ceremonies is always a highlight.

Being the first formal opening before all other Summit activities, there is that extra pressure and excitement to make a good first impression.

Another highlight would be the on-stage promotional “gimmicks” from our exhibitors. Aside from designing wonderful, engaging booths this years visitors were treated to increasingly engaging presentations (and prizes) on our ‘centerstage’. Whether the prize be big or small, who doesn’t enjoy a good raffle? And, we had plenty of those this year.

I was especially happy about the enthusiasm and creativity of partners who have been there to support the TradEx throughout the years and our friends in the advertising and marketing communications industry, our fellow associations, who always contribute to make the TradEx as exciting as possible.

Finally, the TradEx 2016 became a venue for the UNHCR and the Coastal Clean Up Program (spearheaded by the Subic Lighthouse) to put a spotlight of broader issues that may be forgotten amidst all the distractions in this industry, making this year’s TradeEx that much more meaningful.

MADONNA TARRAYO — On the challenges of mounting the Trade Exhibit:The TradEx is successful in terms of participation of different companies. One of the challenges is the diminishing cost of sponsorship. The second is since the tradex is independent of the summit, there are companies who would like to treat the sponsorship for the Ad Summit and the ASAP Tradex as one. This has caused some confusion on the part of the potential sponsors. But overall, it had been successful.

Tribute to Mr. Joe Sy — MERYL GRAHAM-SCHLACHTERMAN When he invited my tiny production house to join CPHG around 1987, I was honored but not in their league as Media Visions/VIGRAPost was still figuring out its niche. Subsequently, when ASAP was formed, we just paid the dues but didn’t get involved much because we were too busy growing our company without much commitment to strengthening our industry. Eventually Mart Miranda, who I am sure is sitting here, knocked some sense into me get more involved and I reconnected with Joe Sy in the ASAP board in 1997. I loved the way he struggled with pronouncing “Meryl” calling me all sorts of variations that came to mind and later threw his hands in the air when I went from Graham to Schlachterman.

One never really knows how paths crossed will impact one’s journey.

If Joe had not later pressed me to get active in AdBoard, particularly in those committees that had to do with governance and later to lead our ASAP hosting as AdCongress Chair in 2005 , I would not have known that I was a natural at it and years later could reinvent from a creative hat into a Legal role at a global IT consortium.

At a post AdCongress celebration I asked him, did he have the insight about me or did he merely need someone to fill the seat? In his usual non-committal style, with a soft chuckle he threw it back at me a “what do you think?” and an impish smile. I had a bit of wine by then and I thought that I would spare my buzzed brain the challenge of engaging in long discourse with him about it … so I replied “Destiny” with a smile.

Boy was I wrong! hours later, the discussion went from destiny to strategy on how ASAP could move forward, all while I struggled with his accented English against amplified music and emcee announcements. I was spinning, but Joe?.. he looked as fresh, groomed and clear as though he came out of a good sauna/ massage.

That was what it was like with you, Joe… engaged discussion, strategy and good humor. Throughout the night we will refer to you as Joe Sy, the Father of ASAP. Since its early formations, you kept committed to keep ASAP alive and a relevant voice in the advertising community.

Thank you for all of yourself that you gave, and by your example, leaving a legacy that challenges each ASAP member to commit itself to keeping involved, building on that legacy of strength in numbers.

As from me, Thank you for sharing your wisdom, good humor and experience and making those years I had with ASAP memorable.

Every time I have to deal with a governance matter (which is almost daily) I will pause with a smile and remember you, Mr. Joe Sy, and how our two paths crossed and sparked this new adventure for me.

Farewell Joe, life well lived, job well done, and destiny fulfilled!

Signed, ­— MERYL GRAHAM-SCHLACHTERMAN Former ASAP Board member Chairman of the Ad Congress for ASAP, Cebu 2005

ROY DEL VALLE — To our ASAP trailblazer, one of our founding fathers, and to a voice in the industry that will surely be missed.

Thank you, Sir Joe. And, God speed!

Roy Vincent del Valle, ASAP Chairman

Industry News — king, right—but just as critical is distribution. Of about 400 hours of video that gets uploaded, 80% get less than 10k views. Brands should study the model where emotional tales deliver the numbers. How-to videos are also getting sticky.

Google’s Communications Manager Gail Tan added, “100% local is something Google is very proud of. That’s the first in the Philippines, and Southeast Asia. We want to encourage other brands to create ‘made-for-web’ ads, stories that will embody the aspirations of the Filipinos, and inspire them.

Google YouTube: 2015 Top Ten 100% local ads, first time in PH, SEA

“By observing the products launched over the course of a whole year, we were able to have a clear picture of the innovation trends and performances in the local FMCG market. We are observing that brands are moving toward continuous innovation and they have realized the need to strengthen their strategies for successful launches,” explains, Alexandre Duterrage, General Manager, Kantar Worldpanel Philippines.

Brands know their consumers best. We really want to use YouTube Leaderboard as a forum to showcase creativity, and encourage other brands to do the same. When more and more people are online, brands can use it as a way to resonate and make their stories really known, and connect with their audiences.”

Facebook opens office in the Philippines Leading social media platform Facebook opened its local office April 21, strengthening its investment in the Philippines and commitment to help connect people with the businesses and moments that matter to them.

Southeast Asia (SEA) is the fastest growing region for Facebook, and the Philippines plays a large role in driving this growth with Filipinos among the world’s heaviest users of social media. Facebook is seeing strong momentum in the Philippines with more than 49 million people on Facebook—44 million of them accessing Facebook on their mobiles. Across Southeast Asia, more than 241 million people use Facebook, 94% of them on mobile.

ASC has a new Executive Director Digna D. Santos takes on the position of Executive Director of the Ad Standards Council (ASC) on a full-time basis, effective January 2016.

Digna worked closely with the 2015 Board of Directors addressing industry concerns and improving government relations. As a team, Digna and ASC Operations Manager Ms. Maya Estrada also worked on improvements on the ASC systems, procedures, staffing and other administrative requirements. This four-month experience has well prepared Digna for the ASC. Digna will continue to work closely with Ms. Maya Estrada as Operations Manager and together, they should be able to help strengthen the ASC by ensuring continuous improvements in the quality of our service to the industry as well as in maintaining the integrity of our self-regulation processes.

From 2012 to 2015, Kantar Worldpanel Philippines studied 2,000 product launches, including new brand releases and renovations or upgrades to existing products, across 58 FMCG categories in the country.

Dubbed “INNOVNATION: The New and The Now,” the study provides an in-depth look at how the local FMCG market is gearing up towards a highly innovative thrust across their brands.

Is the Philippines catching on, finally? Google YouTube’s 2015 Leaderboard released its Top Ten list, and it’s 100% local ads. Said Ken Lingan, Google Country Manager, “It’s a testament on the creativity of Filipino marketeers. It’s good that they use YouTube as a canvas, an opportunity for brands to make their stories made known to Filipino consumers.

The target is getting is getting brands to buy in and see ‘viewers’ as potential loyal fans. Brands are discovering how important content is—it’s

Innovation is Key to a Brand’s Success, Kantar Worldpanel Study Shows

“This marks a new milestone for Facebook in the Philippines and we are committed to driving innovation that helps Filipinos and businesses connect in more meaningful ways. With 91% of internet users in the Philippines on Facebook, this is an unprecedented opportunity for businesses to connect with today's mobilefirst Filipinos,” said Kenneth Bishop, Managing Director, Southeast Asia, Facebook.

In the Philippines, more than 32 million Filipinos on Facebook are connected to a business Page and 95% of people in the Philippines on Facebook discover new products and brands on the platform.

Digs Dimagiba will serve as Head of Philippines for Facebook. In his role, Digs will lead the local business team that will partner closely with businesses and agencies, helping them get more value out of Facebook's solutions.

“The Philippines is a country that has seen a tremendous growth in connectivity in recent years, creating one of the world’s most highly

engaged online populations. Filipinos on Facebook have 60% more friends than global average and send 30% more messages when compared globally. I'm excited to lead the dynamic Facebook team in Manila, and to help our partners innovate and achieve their business goals,” said Dimagiba.

Data from the INNOVNATION study reveals that on average, a launch is able to penetrate only two percent (2%) of the total number of Filipino households. This means that only 20 out of 1,000 households will try a new product within the span of one year. And out of those 20 households, only five (5) will repurchase the product at least once.

Digs Dimagiba, a business leader with 18 years of experience across Asia, was most recently the mobile business director for Samsung Electronics in the Philippines. Prior to that, role he held leadership roles with Unilever.

Merlee Jayme: Everyone Can be Creative Chairmom and Chief Creative Officer of Dentsu Jayme Syfu, Merlee Jayme, one of the country’s most-awarded advertising creatives just added author under her list of achievements with the release of Everyone Can be Creative, her first book.

In her book, Jayme shares three years as a teenager in a Benedictine Convent. “I truly stand by my belief that everyone is creative. If you think creatively, you can come up with solutions for every problem. If we think creatively, we can change the world,” she shared.

A champion of women’s rights, Jayme has won accolades for Gabriela, including the online works “Hits” and “Bury the Past”. In 2014, she was in the first batch of global creatives invited by the Bill and Melinda Gates Foundation to work on creative solutions to eradicate global poverty. Everyone Can be Creative is not just for those who want to enter the world of advertising. For anyone wanting a more productive, more creative, and even more meditative life, the book is a good read.

“There are no shortcuts to success. You must embrace difficulty, and learn from mentors. Work hard, so when lady luck strikes, you are ready,” Jayme advises

According to Kantar Worldpanel Philippines, the Filipino shopper takes cues from the rest of the world, welcoming what the rest of the world likes. Filipinos are said to be evolving in taste, not just for local, but for international brands, too. Many popular brands in the Philippines are foreign, while local brands are gaining ground but on a slow and tedious pace.

The INNOVNATION report indicates that brands must recognize the embedded culture in its target market, but must also be open to cues from global brands.

Brands must also take advantage of the digital world by being online all the time. The Philippines is among the fastest growing nations when it comes to Internet penetration and the Internet is a great tool to influence the market.

“The game has changed. The FMCG industry has shifted from a competition based on manufacturing, to one that is driven by innovation,” says Duterrage. “The competition to be the leader in the Philippine FMCG market never stops, especially with new products being launched every two hours. Leaders are movers, who are constantly looking for innovative ways to further the market,” he adds.

Congratulations to ASAP Kidlat Winners

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RESULTS OF KIDLAT AWARDS 2016 PRODUCTION HOUSE OF THE YEAR FILM PABRIKA CRAFT CATEGORIES – GOLD AWARDEE Film – Best Use of Music Hit Productions, Inc. McDonald’s “Handog” CRAFT CATEGORIES – SILVER AWARDEES Film – Best Direction Film Pabrika McDonald’s “Handog” Film – Best Animation 88storey Films URC Calbee “Dilao” Film – Best Use of Music Sound Design, Inc. Downy “Hug It Out”

Film – Best Editing Film Pabrika McDonald’s “Handog” Film – Best Editing Post Manila Pru Life UK “Island” Film – Best Editing Film Pabrika Pru Life UK “Island” Film – Best Visual Effects Film Pabrika BIR “Angat” Film – Best Visual Effects Underground Logic BIR “Angat”

CRAFT CATEGORIES – BRONZE AWARDEES

Film Best Animation Post Manila Johnson & Johnson “Sharing is Good”

Film - Best Direction Film Pabrika McDonald’s “Cheesy Eggdesal Transported”

Film – Best Production Design Film Pabrika Chuckie “Buddy”

Film - Best Cinematography Film Pabrika Cloud 9 “Balloons”

Film – Best Use of Music Hit Productions Bear Brand “Bridge”

Film – Best Cinematography Film Pabrika Pru Life UK “Island”

Film – Best Sound Design Hit Productions Jack n’ Jill ‘Dilao”

Film – Best Editing Film Pabrika McDonald’s “Unwrap”

Film – Best Art Direction 88storey Films URC Calbee “Dilao”