WHO'S DRIVING YOUR ADVERTISING?

By Roger Pe

When mobile advertising in the Philippines wasn’t referred to as cell phone advertising yet and the country, whose population is approaching the 90 million mark, hasn’t earned the SMS capital of the world title, trucks and vans of varying sizes lorded that medium. Hundreds of marketers’ logos were in the vehicles’ back and side panels. Photos of products and brands reached innermost city alleys and far-flung towns.

As new printing technology arrived and photography with tasteful art direction became the standard, things started to look palatable. Digital enhancements became common.
Food shots made you drool and lured everyone out of their homes. Fastfoods and restos became giant kitchens for families, schoolmates and office buddies - down to an ordinary Juan or Inday.

Colas made you smile and thirst for more. Celebrities were born, some re-borne with newly found fountain-of-youth. Alas, digital printing moved advertising-on-moving-vehicles on two-way streets.

WRAP AROUND-THE-CLOCK

Edsa, the famous highway where People Power changed the political landscape then especially is now a kaleidoscope of colors. Where boring red JD and white DM buses plied the route before, it is now a palette of vibrant crimsons, yellows, purples, blues and greens of varying tones, a riot of colors brought to life largely because of one idea. The Wrap.

Obviously not a crap idea, Wraps (digitally printed designs on moving vehicles) are easy to mount, all-weather resistant, cost-efficient and make moving vehicles attractive to weary commuters. No wonder they have caught forward-looking advertisers.

And why not?

On an ordinary day, tens of thousands of people see advertising messages on moving vehicles and are exposed to brands when and where traditional advertising cannot. Multiplied by weeks or months, millions of captive viewers see them every year.

This doesn’t include rush hours when bumper-to-bumper traffic occurs along city streets and highways. People on these long queues not only are captive viewers but eventually become receptive. Simply put, advertisers don’t run on empty - brand awareness or recall-wise.

Now you know why advertisers on MRT and LRT trains see the value of wraps.

CAR ADVERTISING: NEW AGE ADVERTISING

Got a spare sedan? Bold enough to put a creative thing on your BMW? Wraps are detachable, peelable, and easily removable anytime. They even protect your car from the elements. Want to make people’s eyes roll? Want to make people’s heads turn? Want to make a personal statement? Do the wrap.

On the road, in drive-thrus, public or private parking lots, vehicle advertising is a virtual non-stop selling machine. Unlike radios or tv sets which you can switch off, leaflets which you can throw away or online advertising which you can click to the next website, it comes to us while we drive to work, go out-of-town or around the city, and travel through countryside north to south, east to west everyday.

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AD BUZZ
EURO RSCG Agatep
Bags Beer Na Beer
Step forward Euro RSCG Agatep. With a batting average higher than big agencies in new business wins, Euro RSCG Agatep is a goliath standing tall. The agency, affiliated with Euro RSCG, one of the world’s most creative agency networks (2006 Global Agency Network of the Year), just bagged Beer na Beer’s creative duties, apart from handling another best-selling Asia Brewery brand (Cobra Energy Drink). The upbeat agency is set to officially announce two more major beverage brands from the same client.

Pueblo de Oro, a world-class golf course in Cagayan de Oro is another new biz win while the agency’s PR arm clinched a prestigious account - Spain’s Tourism Board. With the win, the agency will be dealing with the Spanish government through its embassy in Makati and Spain Tourism Counsellor based in Singapore.

Cathay Pacific Airways, Canon Marketing, Pharmaceutical Healthcare Association of the Philippines (PHAP), Converse Shoes and Siam Cement Group are the agency’s latest wins.

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Ogilvy Manila is lone Philippine finalist in 2008 London International Advertising Awards released by the organizers this week. The agency’s billboard entry “Giant Box” for DHL looks headed to metal with its out-of-the-box display of a giant box suspended on a steel post. The entry credits Gavin Simpson as ECD and writer, together with Jude Lizares, Mike Sicam as Art Director and Nathaniel Figueroa as Print Producer.

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The Philippines’ most technologically-advanced post-production house Optima and Unitel formally opened an office in Vietnam last October 3 with more than 180 guests attending from ad agencies, production houses, advertisers and pinoy expat community.

Tony Gloria, founder and tireless driving force of Optima & Unitel launched the event as “Bridging Asia” which aims to connect the Philippines’ best talents, artists and machines to one of Asia’s most promising markets. Gloria cited their edge – world-class technology, highly efficient workflows and efficient management teams. Optima COO Pete Jimenez and Unitel partner, in-house Director Jun Reyes each spoke about their dedication to excellence and respective company’s strengths. Sales Director Jesthela Lizardo will manage Optima & Unitel Vietnam.

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At 1521, Wednesday and Friday nights are big and they look like mini Philippine Ad Congress or advertising creative people’s gig. Blame it to Creative Juice Executive Creative Director Tanke Tankeko, one of Philippines’ hottest and most awarded creative directors. 1521, Tanke’s and her partners’ latest crowd-drawer is located at 547 Shaw Boulevard, Mandaluyong City. Get your fill of German beers, Latin grooves, good old Filipino and fusion dishes … even the latest ad biz buzz.

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Palanca winner Chris Martinez, former CD at Basic FCB and now a successful screenplay writer and film director, just won the Pusan International Film Festival’s Critic’s Choice Award for his “100” full-length movie. The Pusan filmest is one of Asia’s most important film festivals. Just like Malaysian icon Yasmin Ahmad who bagged a 20,000 dollar prize for her movie “Forget-Me-Not”, Martinez won 20,000 US dollar cash from Korean television station KNN. “100” stars Mylene Dizon as the cancer-stricken woman who chronicles the100 things she must do before she dies, Eugene Domingo and former McCann CD Tessie Tomas.

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One Show, Clio, Cannes and Adfest local hero Joey Ong moves to Bates 141 from Ogilvy Activation as Creative Director. Ong was formerly with JWT and Jimenez-Basic.

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Thumbs up. Good things we’ve seen around: The ‘Good News’ Electronic board on Insular Life Building. If you’re coming from Paseo de Roxas and crossing Ayala, the view is awesome. The lighted sign spans majestically across the entire building and makes you feel good about its content.
McDonald’s “Talking Wallet”, Bayantel Wireless Landline, Nescafe “Raindrops” and Surf “Petals” television commercials. While they’re not exactly award-winning spots, they’re a joy to watch and decently produced.