Tuesday, March 31, 2015


Malaysia was a different market altogether. I had always thought that it was like Indonesia. I was totally wrong. Here, you have to think like an Indian, write like a Chinese and design like a Malay. The agency I worked with was also different: 90% Chinese, 5% Malay, 4% Indian and 1% Filipino. The Strat Planner acted like the CEO and the whole Excom, forever at odds with the CEO, always clawing at each other, especially during Monday meetings.

The agency was nowhere in the radar of Kancil Awards, the Malaysian creativity awards show before I was plucked from Manila. One of my tasks was to organize group creative competition among the staff to spur creative renaissance in the agency. The agency creative people were a talented bunch and were already aware of what's going on in Cannes and other awards circuit unlike my Manila creatives.

We pole vaulted to No. 11 in ranking against 80 Malaysian ad agencies that year. Tang Mun Kian, my quiet and unassuming Art Director, did this campaign flawlessly. Together with my other Malaysian staff, he was as passionate, helpful and always available to extend work time. Kai Ming Wong, another Art Director of the agency, was always my partner in crime, firing up the agency with initiative work. He is now one of KL's hottest Art Directors and a friend up to now.

Malaysia has a vibrant awards community. There was year when it was Asia's most awarded country in the Gunn Report. It has also a vibrant online community reeking with covert trolls.

Monday, March 30, 2015


Infront of Palais des Festivals, Cannes

Sometime in your life, you have to experience Cannes. Taken infront of Palais des Festivals's main hall, where the annual Olympics of advertising, is always held. Melting pot of practically everyone who has a stake in the business. A mind-blowing and wallet draining experience. I met the rock stars of the global ad industry in person, in sessions halls, screenings, in the infamous Gutter Bar, on side streets, cafes, etc. This episode would fill up an entire book. As epic as Gone With The Wind and War and Peace.
The wire was supposed to be a hair strand coming from the sharp edge of haircutting instruments and hanged on ceilings to dramatize hair strength.
My hotel in Cannes, three blocks away from the Palais and near the train station. It was near a generic sounding bookstore, "English Bookstore" where I bought a paperback written by a famous creative director. I came back to the hotel three years after and the madame, surprisingly still remembered me. All of my 6 nights were comfortable and gave me restful sleep.
My "Stamp" ad displayed at Cannes "Creativity for Humanity" exhibition hall.
I had to fly back to Paris for my return trip to Manila. In Paris, I went to the Louvre for two straight days and took a photo of the Mona Lisa, which unfortunately I couldn't find now. Of course, I saw a lot of Impressionist painters, Renaissance artists, Michaelangelo, Leonardo da Vinci, Titian, Rubens, Rembrandt, Goya, modernists, etc. I saw the Notre Dame, too, bought two old paintings at the foot of a metro-Paris bridge. The experience was just overwhelming. A tourist gladly took this photo after an exhausting walk.
Berlin's Brandenburg Gate, a few steps away was our hotel where the DDB Worldwide Creative Directors Conference was being held.


This was a raw diamond before it was produced. We polished and re-polished the edges until we were happy with the results. Credit goes to G.I. Samudio, my art Art Director for the idea.
In mid 2000, getting your work published in Archive was the bomb. We were one of few Pinoys who made it to this hot global ad industry trade magazine. On this spread: my concept and Kai Ming Wong's brilliant art direction, a campaign to promote a deodorant brand during the advent of the Chinese New Year.
An ad for a bleaching brand that retains clothes original color. I did the illustration, too. Unfortunately, the product shot was cropped out while trying to upload the material. Manny de Paz, my ever-reliable AD, helped me produce this material.
I have always been very generous in crediting people and including them on the credit list. But when total ownership of the work is claimed, that is an icky feeling.


Executive Creative Director: Roger Pe, Copywriter: Roger Pe, Art Director: Manny De Paz, Visualizer Trainee: Noah Valdez, Photographer: Raul Montifar
Caritas: ECD, Copywriter, Roger Pe; Art Director: Manny de Paz; Photographer: Jasmin Kuhn
Philippine Airlines: Creator: Roger Pe, Visualizer/Executor: Ryan Tan

Gatorade Print and OOH campaign: ECD, Copywriter, Roger Pe; AD: Manny de Paz


I served the longest in the Creative Guild for 5 years, elected President in 2002. The late Bambi Borromeo was president when the agency was still AMA in 1980s.
Volkswagen Touareg print and OOH campaign, DDB International Malaysia. EDC and Copywriter: Roger Pe; Art Directors: Kai Ming Wong and Sam Siong Wee
Volkswagen Jetta Print and OOH campaign, DDB International Malaysia. ECD Copywriter: Roger Pe; Concept and Art Direction: Desmond Phang
EverTrimm campaign. ECD, Copywriter, Art Director: Roger Pe
Le Petite Camille. ECD, Copywriter, Roger Pe; Art Director: JJ Ibay