Wednesday, March 11, 2015

RESPECT THE CONSUMER



2004. I did this video when Raul Alvarez of PLDT was elected Chairman of Adboard. This was launched in Manila Garden Hotel with many 4A's member agencies attending. The cast involved my DDB staff: Noah Valdez, Visualizer then, now CD at Bates Manila, Rolly Halagao, talent caster, now owner of a Casting Agency and its Executive Casting Director, Dusko Almosa, Art Director, now CD at Amon and Maneze ad agency, Oden Mateo, DDB Traffic Manager, Manny de Paz, Art Director, Inday, our agency Caterer, Hiedy Tiamzon, our agency HR Assistant, grateful and thankful to Unitel for allowing us to shoot and edit free of charge. Special thanks to Tess Jasareno, producer.

Saturday, February 28, 2015

FROM ZERO TO MILLION DOLLAR TORONTO SUCCESS


by Roger Pe
Philippine Daily Inquirer
March 1, 2015 issue

Before their shop became one of the most sought-after multi-cultural communications agencies in Toronto, Marvi Yap and Anna Maramba had to work almost 24 hours a day in their first few years.

They were busy marketing the agency during the day and doing small projects during the night. The agency billing was nowhere enough to pay the bills or even buy their meals. They also worked on the graveyard shift in factories, packing frozen bagels every night.

At one time, they delivered Toronto Star, the city’s daily paper to residential homes. They would be at the depot at 1:00 a.m. to get over 200 newspapers and deliver it to a village equivalent to Forbes Park or Dasmarinas Village in Manila. They had to finish the delivery by 6:00 a.m. or the residents would complain.

In that daily grind, Yap and Maramba asked: “We wondered what these people did for a living, their houses were huge! Were they once struggling immigrants like us?”

But after surmounting all kinds of challenges like funding (no bank, big or small, nor credit union was gracious enough to give them a small loan) and no support system (no network of friends or relatives whom they could ask for help on how to set up the business), they are now on a roll, working side by side with known marketing and mainstream ad agencies in Toronto, even winning awards.

How did they end up in Canada?

The two didn’t really intend to go to Canada. Anna’s twin sister was applying for immigration and they just decided to “tag along”. That short-lived adventure became a turning point in their lives.
Yap studied in Maryknoll from grade school to high school and majored in Broadcast Communications at the University of the Philippines. Maramba studied in Assumption from grade school to high school, went to De La Salle University and went further studying at the Philippine School of Interior Design (PSID) to become a licensed Interior Designer.

The idea of putting up a communication business came while they were both walking around Toronto and they realized that advertising all over was not speaking to the ethnic diversity of the city.
“We were in the subway one morning when we saw an ad for a financial institution that said: “Why break the bank?” We both looked at each other and said “naintindihan mo ba yung ibig sabihin noon?”


Yap and Maramba figured if they didn’t understand some of the English-language ads in Canada when they were both educated in North American–style English in Manila, what more of other immigrants from China and Latin America who came to Canada not speaking a word of English?

Thus, AV Communications, was born, a niche-advertising agency that catered to multicultural communities in Toronto.
“Our multicultural niche is a very relevant positioning in Canada,” Yap says. She backs it up with these facts:
An immigrant joins Canada almost every 2 minutes, almost 41% of Canadians are either first or second generation immigrants, 1 out of every 5 Canadians currently living in Canada was not born in Canada, every year 250,000 immigrants arrive in Canada and this does not include temporary workers who come with short term contracts or even international students.

She adds that within 10 years, 70% of growth in consumer spending will come from Asians and South Asians alone (not even including other ethnicities such as Latin Americans, East Europeans, etc.)

Working with mainstream agencies

From a struggling small company, the shop is now working hand in hand with big agencies, which realize they do not have the core competence to speak to multi-cultural communities.
“They hire agencies like us to work together with their agency of record. For example, we work with Saatchi on the Toyota account,” Yap proudly says.

AV Comm has grown to a full-service ad agency offering strategic planning, creative development, ethnic media buying and planning, events marketing, and everything that an ad agency does.

What makes it unique is that it has an ethnic or multicultural focus with a mantra to create an emotional bond between the ethnic consumer and mainstream brand. Another core competence is its ability to immediately adapt to trends that are happening in the world and filter these using the agency’s ethnic lenses from traditional to digital.

Today, the shop that the two established as a partnership in 2003 and fully incorporated in 2005 has 16 professionals from Hong Kong, mainland China, Malaysia, Brazil, Pakistan, India, Jamaica and, of course, Philippines, working in Vancouver, Calgary, Winnipeg and across different Canadian provinces where large population of immigrant communities can be found.

Magnet to investors

A number of people, even clients, have also expressed interest in investing in AV Communications but the two believe that it is best to leave the ownership to the original “cooks” who really gave up blood, sweat, tears, sleep and social life to grow it to where it is now.

Awards? The agency has plenty of them. AV Comm started submitting entries to the Marketing Awards, an award-giving body that has been recognizing the best in Canadian advertising since 1908.

To win the “Golden M” as it is called, is a big thing even for mainstream agencies. In 2011, it opened a category called Multicultural to herald the best work in multicultural advertising in Canada. AV Comm has been consistently winning for 3 years now particularly for its work on BMW (Chinese New Year Campaigns).

The agency also holds the distinction of being the only multicultural agency that has won a Cassie, a prestigious creative and marketing effectiveness award where the “big boys” (McCann’s, JWTs, Y&Rs and many, many more) also compete. It was for an integrated advertising done by the agency for Western Union where it combined out-of-home, digital and grassroots experience to promote Western Union’s holiday campaign.


Located in artsy side of Toronto

Like Soho of New York, where most ad agencies are located, the agency is on the topmost floor of a Toronto heritage building called The Robertson. It is often described as an architectural gem among many warehouse/loft structures in the area built between the years 1911 and 1913.

Yap and Maramba are usually the first in the office, and the last to go. Even now that the agency is on its 12th year this May 2015, they still have the same passion and attention to the day-to-day stuff, as if they were still in Day 1. The only difference is, they are now able to delegate work outside of each other. Plus, they now don’t have to pack frozen bagels from 11 p.m. to 7:00 a.m. or deliver newspapers at the wee hours of the morning.

Asked if a Filipino-managed company can stand with the best in Canada or anywhere else, Yap says:
“There are many successful entrepreneurs in Canada – but they tend to be invisible, not recognized, as they should. In North America, you need to toot your own horn so people can take notice. This is not something we are used to. We let our work showcase our success and not the loudness of our voice,” she says.


Yap is proud to be a Pinoy because “we are known for our good work ethics. We are very hardworking, trustworthy, “talk-less, work-more” type of people,” she says.

What advice would she give to Filipinos who are planning to work in Canada? “Believe in your capabilities and your talents. Hindi dahil puti sila, or mas diretso at slang sila mag ingles, e mas magaling na sila. Don’t be intimidated. Don’t be the first one to say you are not as good as they are. Because you are. Don’t be discouraged. Starting over is never easy. Reinventing oneself is an exciting concept but the road towards fulfilling that is not glamorous. Just keep on and enjoy those little “stop overs.”

The two miss Jollibee, Via Mare Bibingka, Chocnut, Kowloon siopao, Pinoy dirty ice cream, the warm weather, and our beaches. “Our country is so beautiful we never really get to appreciate it until we were far away from it,” Yap confides.

On their next vacation back to Manila, Marvi and Anna say it would truly feel it’s so good to be home. “Because people are so much more genuine and helpful.”

Thursday, January 22, 2015

RICHARD YAP ENDORSES CHOOKS-TO-GO


The “masarap kahit walang sauce” roasted chicken gets a big boost with “Be Careful With My Heart” heartthrob Richard Yap staking his name on the Philippine favorite and claiming it as his favorite, too.

Like millions of Filipinos who love Chooks-to-Go, Yap is the new face of the dynamic brand, which has grown close to 1,000 stores all over the country.

What’s in Yap that made him the perfect choice as Chooks-to-Go endorser?

According to a poll research done by a major publication, Richard Yap is the “ideal family man”. He is a cool and responsible dad in person, who makes sure that only the best is given to his family. He likewise appeals to moms and ladies across all socio-economic classes, like Chooks-to-Go. Wholesome, charming and dashing, Yap is the epitome of a Pinoy household brand everyone wants to bring home.

It is no surprise that Chooks-to-Go is close to Yap’s heart. He grew up in a family with impeccable taste for fine cooking. His family loves extraordinary food and he himself aspired to be a chef during his younger years. In fact, he has recently ventured into the restaurant business.


Chooks-to-Go became the undisputed number one roasted chicken brand in the country a year from its launching in 2008. In Metro Manila, Chooks-to-Go also offers a delivery service. With outlets in almost every town and city across the country, Bounty Agro Ventures, owner and operator of the Chooks-To-Go chain, sees more opportunities for growth in the coming year.

The brand also recently launched the “Gulat Ka Noh?” campaign to highlight the many surprises that comes with it, with special highlight on the product’s unique selling proposition – “Masarap kahit walang sauce”. The campaign marries the “kwela” and the brand’s sincere effort of delighting its consumers. Seeking to constantly innovate products and services to surprise consumers even more, Chooks-to-Go offered online ordering for delivery in Metro Manila mid last year.

Chooks-to-Go’s unique sweet taste has overtaken long-established rivals such as Andoks, Senior Pedro, and Baliwag. The rest of the market offers roast chicken with a salty taste and with sauce. Chooks-to-Go has taken an innovative brand positioning as the only ready-to-eat chicken that is sold without sauce. The Philippine market has such a strong penchant for eating chicken with sauce, that it is unbelievable that Chooks to Go’s roast chicken is “delicious even without sauce”.


Meanwhile, the company is gearing towards becoming a strong ASEAN player, continuously striving for excellence in its own business model and corporate culture.

Saturday, January 3, 2015

PINAY IS FIRST ASIAN PRESIDENT OF CHICAGO BAR ASSOCIATION


By Roger Pe
Philippine Daily Inquirer
January 4, 2015 issue

Her parents migrated to the U.S. because they realized that they would not be able to afford to send all of their eight kids to college if they had stayed and worked in the Philippines. 

Looking back, Aurora Austriaco says, “I am sure this decision was very difficult for them. It took a lot of sacrifice for our parents to leave their kids with my aunts and grandparents so they can earn money and send back to us. My parents would come home every year and stay for one month so they can spend time with us. This went on for ten years until we ultimately got reunited in 1983.”

Today, reading Austriaco’s biodata is dizzying, you’ll get lost through a pile of accomplishments as tall as Chicago skyscrapers.

As an immigrant who chased a big dream and saw it fulfilled beyond her wildest imagination, her success story will surely inspire millions of Filipinos.

On June 21, 2012, Pinay morena-beauty Austriaco was installed as the 136th president of a prestigious American organization – the Chicago Bar Association and served until 2013. She was also named among “100 Influential Women in Chicago” by Today’s Chicago Woman Magazine prior.

Austriaco was 8 years old when her parents left the Philippines for the U.S. Her mom was a retired nurse, and together with her dad, eventually petitioned her older siblings one by one. Along with the last of her 2 other sisters, they headed off to the U.S. on August 21,1983.

Austriaco vividly remembers that date. On their way to the airport, news broke out that returning former Senator Benigno Aquino had been shot at the same airport. When she came to the U.S. at age 18, she had to start as a freshman all over again (none of her college units earned from first year of college in the Philippines was credited when she transferred to DePaul University). She took up an undergraduate course, majored in Finance and finished law.
Was it hard for a Pinoy, much more to a Filipino woman, to practice law in the US, given that it is a mainstream profession dominated by men? Austriaco says, “I don’t think so, particularly if you are a graduate of a U.S. law school.”

Austriaco says, there is a “character and fitness application process, a multi-state bar exam and then, the state bar exam. Once you pass all, you will be admitted to the Bar and be licensed to practice, a state by state criteria. It becomes harder to get a license if one is a foreign graduate or a graduate of a non-ABA-accredited law school.”
Eager to start her legal career, Austriaco hopped from part-time classes to full-time load sessions and managed to finish law school in three years.


She began working in the accounting department of a law firm called “Attorneys’ Title” (where she worked while still in school). She returned as corporate counsel where she also served as one of the board directors.

After starting to have a family with her husband, Jerome, a Filipino dentist and business owner with a Doctorate of Dentistry from University of Illinois and MBA degree from University of Chicago), Austriaco wanted to get back to the courtroom. Though it was daunting for her, (she didn’t know where she would find clients), it turned quite the opposite, they came from everywhere, from her endless involvement in the legal community and local volunteer organizations.

Before forming her own firm (Austriaco and Associates) in 2009, Austriaco spent five years with a small boutique firm, worked for Harold Levine Ltd. for four years, and served as Corporate Counsel and Managing Attorney for the Indiana operations for Attorney's Title Guaranty Fund, Inc. for 10 years.

“I think it’s like the American dream, to have your own business”, Austriaco said. In her own office in a posh building in Chicago, Austriaco handles everything, from title insurance litigation to defense of mortgage foreclosure, a part of her business that makes her very much preoccupied.

Austriaco was formerly second vice-president of the Chicago Bar Association, helped organized the Filipino-American Bar Association in Illinois and spent much time reaching out to other bar associations. She was the first female minority president for the Illinois Real Estate Lawyers Association, served as president of the Asian American Institute, chaired the Cook County State’s Attorney Asian Advisory Council and sat on a variety of other local commissions and councils.

In one of several articles written about her in Illinois, U.S. District Chief Judge James Holderman described Austriaco as a “natural leader, a person who cares deeply about her community and profession.” Holderman appointed her as a merit selection panel for federal magistrate judges.


Born in the Philippines

On her 24th year as a practicing lawyer, Austriaco was born in Quezon City and went to grade school at Project 6 Elementary School. She went to Quezon City Science High School, spent one year in college at UST and graduated from DePaul University College of Law in 1990.
There were only a handful of Pinoy lawyers in the U.S. when she started her legal career. “Today, the number has risen which is really great to see,” she says.

She tells Global Pinoy that her greatest professional achievement in the US is the respect and confidence her peers have accorded her, specifically being elected as president of Chicago Bar Association, which is one of the oldest and largest metropolitan bar association in America with over 22,000 member lawyers.

Austriaco was likewise recognized as a Super Lawyer in Real Estate by the Super Lawyers publication for the past 3 years. Peers vote to be included in this elite group. The Leading Lawyers Network of Illinois also hailed her as Leading Lawyer for the past 5 years. The state also named her one of the Top 10 Women Consumer Lawyers and Top 50 Real Estate Lawyers, all of these she considers as her career highlights.

Filipino community leader

Austriaco never forgets her roots. In addition to her bar association involvement, she actively participates in civic projects of the Pinoy community in Chicago, which she describes as one of the largest and strongest Asian groups in the city comprised of many Filipino organizations. To help future generation of lawyers and give something back to the community, Austriaco supports networks for women and minorities. She mentors younger attorneys when she can, fulfilling a promise she made to one of her first mentors, real estate attorney Laurel Bellows who once said: “Austriaco isn’t just a role model for women and people of color, she’s an example for all lawyers.”

In 2006, she received the CBA Alliance for Women Alta Mae Hulett Award, a prestigious award given to women lawyers who have given significant contributions to the advancement of women in the legal profession.



The Philippine Chamber of Commerce recognized her as one of the “Ten Most Outstanding Filipino American Businessmen” for 2009. Austriaco also served as 2010 Chair of the Asian-American Coalition Event hosted by the Filipino Community in January 2010 attended by over 1,300 people.

The Asian American Coalition is an organization comprising Chicago’s Asian communities -- Filipinos, Japanese, Chinese, Koreans, Bangladeshis, Pakistanis, Thai, Laotians, Vietnamese, Indians, Malaysians, and Indonesians.

She was honored as one of the Top 100 Under 50 Diverse Executive Leaders in 2011 and was bestowed the Sister Margaret Taxler Award last year. Asked what advise she would give Filipinos to become successful in the US, especially in practicing law, Austriaco says: “Be yourself, be heard, be seen, work hard and give your 110% on any work you do. Embrace challenges, take risks and never give up,” she says.

Austriaco says while Americans love Filipinos for their loyalty, intelligence, warmth, talent, hardwork and dedication there are also challenges, which she herself also faced. “The Asian-American population in the U.S. accounts for approximately 6% of the entire population, the fastest-growing minority community. The Filipino community is a percentage within that 6%. But because the AA population is the smallest of all minority communities, we are not well represented in the C suites of corporate America or in the political field,” she says. We do not have the numbers Hispanics or African-Americans have so that our political strength and impact are not there to effectuate a strong voice.”

In 2008, the year Obama ran for President, Austriaco ran as State Representative, the first Filipina to run for the position in Illinois. “The more Filipinos run for office, the more our presence in the political silo will be recognized,” she says.

On her thoughts on the Filipino diaspora:

“You will find Filipinos in almost any part of the world, some parts more than the others and some Filipino communities stronger than the others. They work, earn money and send back to their families so they can have a better life, their kids can go to college and have good education. I think this is typical for most Filipinos in the U.S.”
She notices that in Chicago for instance, Filipinos are the largest customers of a money-remittance company. They consistently send money to their loved ones in the Philippines, thus helping the economy even though they are not in the Philippines.

Austriaco is proud of the many Filipinos she had met in many places in the U.S. and in other foreign countries. It’s always great to see fellow Filipinos, so whatever continent you are at, always be welcoming to a fellow Filipino. It’s a beautiful gesture,” she says.

Sunday, November 23, 2014

SPREADING PINOY INDIGENOUS MUSIC TO THE WORLD


by Roger Pe
November 23, 2014
Philippine Daily Inquirer

In 1998, Filipino Nonoy Lanzanas and his “Sinika” (acronym for “Sining ng Katutubo”) group composed and recorded a nostalgic song entitled “Latong Cuyo” (seaweed from Cuyo).

When the album was launched, the song made many residents who have long left the island to come home. They were in tears hearing the song, which likened our culture and traditions to the special kind of “Lato” native to the town – that if we don’t take care of our seas, the “Lato” will die, and if we don’t transfer our native music to the next generation (like “Tipano” and “Toting”), they will all vanish.

The effect impassioned him to research and compose more songs even going to great lengths to promote Philippine ethnic music here and abroad.

During the recent Asean Cultural Fair held in Myanmar, Lanzanas and his group represented the Philippines and enthralled the audience with a repertoire of melodic traditional songs. Their performance, arranged the unique “Sinika” way was the most applauded and received a standing ovation from the Filipino community.

When not performing abroad, Lanzanas goes back to his roots and conducts out-reach programs to preserve the “Tipano” music, the Cuyono bamboo flute music now on the brink of extinction.

Lanzanas has been propagating native Filipino music, mainly the indigenous kind from Palawan since barely out of college, even while already working.

He and his group perform in events like anniversaries, fiestas and other cultural celebrations in the Philippines and overseas. Composed of family musicians, relatives and friends, the group has participated in most cultural festivals of the country sponsored by the Department of Tourism.

“Sinika” also performs in the different 5-star tourist resorts in Palawan like Amanpulo, Club Noah Isabelle in El Nido and Dos Palmas Island Resort. Among its notable performances: Finalist in the 1999 Metropop Song Festival, 2001 Asian Tourism Forum, Brunei Darussalam and Singapore, 2006 1st Ethnic Jazz Festival, CCP Complex, and 7th Drum Festival Celebration, Trade Center, Malacca, Malaysia.

In 1992, the group got their major break when then Mayor Edward Hagedorn named Lanzanas Director for Culture and Arts Development Program of Puerto Princesa City.

Lanzanas remembers performing “Pamulinawen”, “Ilocana Anasudi” and other undying Filipino folk songs, entertaining dignitaries, ambassadors, businessmen, world-famous golfers, mountaineers and visiting tourists in the country.

When he left PAL and joined Hyatt Palawan Hotel, Lanzanas’ group provided entertainment to hotel guests with popular island folk songs. When economic instability forced the hotel to stop operation, he sought the help of then Governor Salvador Socrates to support a project he thought would excite the province’s domestic tourism program.

With the governor’s support, Lanzanas went around the province showing his own produced silent movies. He called it “Sine Boyon” - to inform and educate school children about the province and the Philippines’ tourist potential as a whole.

Along the way he met great Cuyono musicians that soon became his teachers in traditional island music. He pays tribute to Basilio Sarmiento, Poroy Calalin, Caring Abid, brothers Leonor and Gideon Felizarte, Mingoy Contreras, Esperanza “Feling” Guardiano Pediapco, Rodrigo Digo Felizarte, and “Banjo”, who is still playing with his group.


He spent many afternoons jamming with these native music stalwarts. Soon, he would learn and inherit their music and the “Tipano”, “Tambora”, “Ati”, “Sinulog”, etc. would enrich his cultural trove, an inheritance he would also pass it on to younger Filipinos.

Cultural transfer

Lanzanas produced a weekly radio program over the old radio station DYPR. The effect was immediate and caused many locals to feel nostalgic about their own music. His relationship with musicians from far-flung barangays also became closer.

His cultural program “Sa Kapoporoan” (in the islands) became a favorite of many and a channel of communication with island communities.

How “Sinika” was born

While preparing for his weekend program one day, Lanzanas called his young children Ela, Jericho and Kim (Picolo, the youngest was still a baby) to gather around him and asked them to sing with him old Cuyonin songs (“King King Anay Wa-wa”, “Tarinting”, “Layang Pasyak”) and other children songs.

The result was instantly electric. Lanzanas discovered inherent musicality in his children and the sessions would frequent to include another group of talented kids, his children’s friends: Lua, Corinne, Quddos and Anis from the Timbancaya-Padilla clan. They formed the first “Sinika” group.

Lanzanas’ personal advocacy expanded beyond Palawan shores. He became a music teacher, taught talented employees wherever he was employed to sing regional folk music of Luzon, including those of Ilocos, Cagayan Valley, Baguio, Bicol, Mindoro, Romblon and Masbate.

But closer to his heart was singing popular island folk songs. His talent also brought him to many parts of Asia and the world, most recently in Brunei Darusalam, (ASEAN Forum, January 2002), Malacca, Malaysia, (Drum Festival, March 2006), Yangoon, Myanmar, (ASEAN Cultural Fair, September 29 – October 3, 2014).

Japan featured Lanzanas’ “Sinika” extensively with 4 episodes on NHK TV in 1996 for its cultural and environmental mission. His song “Basura” (“Gomi”) was translated to Nippongo and other foreign languages) by the same network so it can be used globally to educate people about proper garbage disposal.

Another important chapter in his music advocacy was being part of Palawan Integrated Area Development Project Office. Funded by the European Economic Community, the group was tasked to teach environmental subjects to different tribal groups – the Palawán, Tagbanua, Bataks and the island communities.

“Music was my chosen media and I started to compose songs with different environmental themes and format,“ Lanzanas recalls.

“Salamat Inang Kalikasan” was a Palawán inspired thanksgiving song using the Kudyapi, the two-stringed sitar of the Palawán tribe, “Mr. Pera”, was a humorous song about greedy businessmen that exploited local natural resources.


While part of PIADPO, Lanzanas composed the music theme of a tree-planting program “Pista Y Ang Kageban”. Today, it is a vibrant, colorful, fun-filled full-blown annual festival celebrated in the verdant mountains of Barangay Irawan, the watershed of Puerto Princesa City.

Born sixty-five years ago in a remote southern Palawan town (Brooke’s Point), Lanzanas seemed to have taken his talent from his parents who are likewise musically and arts inclined. Both highly respected educators in the province, his parents Santos and Loreto wrote the “Grand Palawan March”, eventually becoming the official provincial hymn.

Lanzanas grew up in Puerto Princesa. His mother taught at Puerto Princesa Pilot Elementary School while his father was Division Superintendent of Schools for the entire province during the 60s.

He credits Joey Ayala for bringing “Sinika” to Manila in 1995 to perform with him in an international tourism forum sponsored by Philippine Tourism Authority and some of his most important concerts.

Throughout his musical career in espousing Philippine native music, Lanzanas has done research and study on ethnic arts and island music, wrote and composed songs with cultural and environmental themes, infused tribal instruments with island music, created outreach programs to distant communities and a lot more.

Presently in town, Lanzanas is focusing on El Nido, introducing and teaching school children in different barangays how to play the “Tipano” and developing a guidebook on how to play it.

The Lanzanas family has also converted its ancestral home into a school for traditional music with focus on “Tipano” and island music. ”If Sinika will be supported by our cultural institutions, we may level the situation and succeed in our mission. If not, the danger of extinction is at hand,” he says.

Lanzanas would like to give his heartfelt thanks to Chairman Jun De Leon of the National Commission of Culture and Arts, the highest cultural institution of the Philippines for choosing “Sinika” to represent our country in the Asean Cultural Fair. “We hope this is the beginning of a long endeavor in preserving some of our endangered native music and the promotion of our country through traditional music,” he says.

Sunday, November 2, 2014

FROM BURGER BOY TO GLOBETROTTING BUSINESSMAN


by Roger Pe
Philippine Daily Inquirer
November 2, 2014 issue

He could be the next matinee idol right now and give local heartthrobs a run for their money but he chose to pursue his dream of becoming a successful businessman abroad.

Bored from a year of doing nothing while vacationing with his sister in Baguio, Jay Acuzar was walking along Session Road when he saw this sign at a famous fastfood store: “Now hiring: service crew.”

He peeped through the window and liked what he saw. People were having fun while they worked and thought their uniforms were kinda cool.

He wasted no time, applied and was promptly taken in. Soon after, he was cleaning tables, mopping floors, running around for food orders and interfaced with customers at the counter cash register.

Acuzar immensely enjoyed his work, made a lot of friends, and being ‘artistahin’, received flaterring notes from random people who frequented his fun workplace. More importantly, the “clean-as-you-go” training he got at the establishment would stick on long after he left. He applied it to his daily routine when he started living independently in Makati until he migrated to the United States a couple of years ago.

Today, he is a successful entrepreneur based in the U.S. doing business with a multi-level marketing company that is ranked the 20th largest in the world. The company develops and manufactures high-quality nutritional supplements, healthy weight-management and personal-care products.

Starting at the bottom he now consistently ranks among the top ten associates in North America. Most recently, he ranked number 22 in the world by the company that was among the Top 20 on Forbes’ 200 Best Small Companies List for third straight year in a row.


The company he deals with was also voted one of “50 Best Places to Work” by a business magazine for third year in a row and official supplement supplier of the United States Ski and Snowboard Association (USSA) in 2011.

In 2012, the company undertook massive rebranding and received several industry, design, and communication awards. In the Philippines, it is operating with a dynamic and fastest growing workforce, providing money opportunities to people with a large people network base.

Travelling businessman

Acuzar’s work allows him to travel frequently and enjoy unlimited income potential. His target: to barge into the business’ “MDC” (Million Dollar Club) soon, a feat not too hard to achieve because he is just as hardworking as those who have already made it.

As a businessman given the privilege to represent a company known for its integrity and instilling good values, Acuzar is more than happy to share his success story to fellow Pinoys.

But first, a little background on how he started in the U.S., a country whom he had so much fascination, even when as a kid.
“I wanted to be in an environment that will cultivate and mold me to be globally-competitive. It was always been my dream to become not only financially independent but rich, to be straightforward about it.


The U.S. wasn’t such a tough place to adapt to for Acuzar. He spoke English like a native. As a kid, he watched tons of English movies and since his dad was an English professor, he got to fit in really quick.

His mindset when he first set foot in the U.S. was to be on the same level as the locals. Born competitive and naturally curious, Acuzar always thought about the future and kept searching on how to become that one thing he wanted to be: a rich businessman.

“People who live their dreams and make the most out of life make things happen,” he says. “People who see the positive in every situation, bring the best out of other people by inspiring them to be the best they can be for themselves and for other people inspire me the most,” Acuzar intimates.

Acuzar was born in Solano, Nueva Vizcaya. His mother was a Bicolana and his father a Batangueno. He studied elementary and high school in Saint Louis School of the same town and went to college in Northwestern University, Illinois.

The boy who fancied about big houses, cars and abundant life for his family has made them a reality at a young age. His business is doing well and he credits that to his being competitive in a positive way.

“Being a Filipino in a foreign country is awesome,” according to Acuzar. “You just have to understand each other’s ethnicity and every person you meet. Respect them and their culture and you should be just fine,” he says.

Acuzar notices the fact that Filipinos excel in anything they do. “We dominate and we are easy to love,” he says. “Filipinos are hard to ignore, we are awesome,” he proudly mentions in a long distance interview.

How is it like being in a far away country and missing Filipino things he used to enjoy?

Acuzar looks at it as an upgrade without being condescending to his fellow Pinoys. “At first, you miss the things you do back home, but my perspective on this is to be able to learn new stuff, things I can add to the wonderful things I have learned from the early stages of my life in my homeland,” he says.

Acuzar is one Filipino who will always speak positive about fellow Pinoys. “When Filipinos see their kababayans around, they entertain them well and make sure they have fun. They generally go out of their way for them to experience a wonderful time,” he says.


While he was in Utah last August for a 4-day convention organized by a company he does business with, he noticed a group of Pinoys staring at his group. In no time, they made contact and the group offered to tour them around the city, even made a fiesta-like buffet for them as a welcome treat. “Filipinos are so welcoming,” he narrates, that must be our world-renowned hospitality trait,” he says.

But there will always be negative people around, how does he deal with them? “I have met some who do not acknowledge where they come from and keep on griping about their own country. What I usually do is I let them say what they have to say and then I do my part by saying nice things about the Philippines. I think most people who see the Philippines negatively are those who watch too much tv news,” he says.

Inspite of having been away from home for a long time, Acuzar has never forgotten his roots. He makes it a point to always keep in touch with fellow Filipinos wherever his hectic schedule takes him. He also enjoyed meeting other people with different backgrounds. For him, it’s always great to be learning new things from people from all walks of life each day.

For those who’d want to pursue the “American Dream”, Acuzar has this advice to his countrymen: “The world offers many choices and opportunities. We just have to believe that we deserve it.”

He says Filipinos just need to learn to identify great opportunities from the bad. “Dreams are just there waiting to be fulfilled. Keep on dreaming, keep on believing, for a good future awaits those who seek greatness. Just believe you can make it and always have faith in God,” he says.


Saturday, September 20, 2014

PINAY BIBLIOPHILE MEETS HER BRITISH ROMEO



Books formed a huge part of Nadia Camit-Upton’s childhood. She recalls being teased as “Pong Pagong” as she always carried tons of books from her elementary school library. She was a fan of British classical literature.















At age seven, when most kids in her neighborhood played “Tumbang Preso”, she read Charles Dickens, Jane Austen and Thomas Hardy.

Her love for words prompted her to start writing at age six. She remembers being called in at the principal’s office, accused of ‘plagiarism’, but alas, the principal just couldn’t believe the vocabulary that flowed from a kid like her. The verses the principal thought she copied from “Poems of Great Britain” were actually hers.

Fast forward, she would write a book of poems titled “Fragments of the Moon”, about finding a way to cope with the loss of her father. But nowadays, who would touch a poetry book? But if you tell them that it’s on DVD or movie format, they might give it a chance. Thus, Upton’s video poetry book was born.

Her friends from the advertising industry helped her put this dream project together 10 years ago. It was released on a limited print edition, with 500 copies. Upton was fortunate to have readings from Robert Alexander (of the Bell Shakespeare Theatre of Sydney) who was thoroughly impressed and agreed to be a part of it.

“Fragments of the Moon”, the Philippines’ first ever video-poetry book was a confirmation that Upton finally made it as a writer. She couldn’t believe when she saw the book displayed on the shelves of two fine Manila bookstores (Powerbooks and A Different Bookstore). It paved the way for her to meet other video poetry enthusiasts in the Philippines and abroad. She was even invited to a poetry arts festival in Kent, England.

Upton grew up in a tiny apartment in the heart of Pasay City -- the middle child of 6 siblings. Even as a kid, she already saw things in a different light. “I told my classmates in school that we were quite well off as our house was along a private road. The truth of the matter was, it was quite narrow and can fit only two tricycles.”

Looking back now, she didn’t have a clue how all six kids were able to fit in a tiny apartment in Pasay. At that time, she felt very proud of the fact that their house had stairs and a gate. “I used to invite my friends around and give them a “tour” of our tiny house pretending it was a museum,” she narrates.

At a very young age, Upton had always a sunny disposition. “Despite the fact that my mum was called the “boiled egg chef”, I was still proud of her cooking. One time, she made me take “Bulalo” for my packed lunch in school. When I opened the container it was in, it was rock-solid with “sebo”. I thought, maybe, if I pretend that the sun was an oven, I can melt it and it would still be edible. I secretly put my lunch under the blazing heat in the playground. Unfortunately, a cat feasted on it. I was secretly pleased that it wasn’t wasted.”

As a child, Upton would spend hours and hours browsing in the children’s section of a famous chain of bookstores. “I particularly liked pop up books and was obsessed to be able to make them. I could not afford them at that time so I made my own out of rubber band and cereal boxes. I would make up stories and characters and amuse myself in my own little world. I suppose I’ve always had the knack for words and wanted to create things. Maybe I didn’t know yet but at that time, I wanted to do something creative, where my mind can just be set free.”

When her poem was first published on a national magazine, Upton was so thrilled she kept it under her bed for a month and read it again and again in disbelief. More pieces came next, more newspapers published them and she got paid for them.


She always was the editor of the school paper, and won inter-school writing competitions. As AB Communication Arts student at UST, Upton’s writing flourished even more. She pioneered a group called Labyrinth, inspired by the movie Dead Poets Society. “We would meet every Friday afternoon just to savour the verses of Keats, Byron and Tennyson.” She also tried other genres and won three major awards in USTetika, UST’s prestigious writing competition.

Her first job after college was a copywriter trainee at McCann Erickson Philippines. She thought she was incredibly lucky surrounded by talented and creative people. She then moved to DDB Philippines where she spent most of her advertising career. At Black Pencil Manila, sister company of Leo Burnett, she rose as Associate Creative Director.

“I immensely enjoyed my job in advertising. I felt like I was being paid to do something that I’ve always wanted to do. Someone even said that it’s the only job in the world where you can live like an artist and be paid like a banker. I remember the days when I used to write copy for a big telecom account. It was incredibly demanding that we actually had bunk beds in the office ready for the graveyard hours. Once you’ve clocked in the morning, you’ll never know when you are clocking out. There was a time when I wore the same shirt for three days and turned my socks inside out three times. I smelled of stale coffee and looked like a zombie,” she says.

How did she meet her British Romeo?

Upton’s love story started one fateful night when she purchased her first ever laptop computer, a second-hand Macbook. The moment she switched it on, she did not have a clue on how to use it. She went to the Techno Geek forum online and found a chat forum. Someone called “Shade2_UK” explained to her everything so patiently.

Their conversation shifted from Macs to Macbeth and she would later on found out that “Shade2_UK” was a graffiti artist named Graham Upton. They chatted non-stop for 13 hours, only stopping for tea breaks (he was British after all). “He started calling me and paying hundreds of pounds just to speak to me on my mobile for hours and hours. We then progressed to skype, and he actually expressed an interest to visit me,” Upton says.

On his first trip to the Philippines, Graham was confronted by a panel interview as soon as he stepped into her future wife’s house. “My Mum was the High Court Judge and my sister, one of the barristers,” Upton relates.

When they went to a local cemetery, Graham went on his knees and scraped some mud off her dad’s grave. He said: “There you are, Sir, nice and lovely, like your daughter.” Upton couldn’t believe her eyes seeing the handsome, dignified British man messed up his clean clothes and shoes, just to tidy up her dad’s resting place.

After that, Upton knew she found “the one”. “It really didn’t matter that he was a thousand times whiter than her. Or that he spelt color with a “u”. “I didn’t at all see a Caucasian man. I saw a man that loved me and embraced my family for who we are.”

For Upton, she has found her soul mate, a meeting of the minds. He was a graphic designer in the UK, and she was a copywriter. He appreciated poetry and practically grew up in a nation of great writers — Shakespeare, Austen, Dickens, her all-time heroes. He flew to the Philippines several times, and on his fifth visit, at the departure lounge of NAIA, he asked the ultimate question. She said “yes”. That “Yes” was the reason why she moved halfway across the world, an affirmation of her desire to be happy with a man who loved her for being what she was.

Not all was rosy for the couple though. Fresh from their honeymoon and ready to start a future together, Upton’s husband was greeted by a letter from his then boss saying his design company has gone into administration and had to let him go.
“We had no choice but to face the sad news. I had to learn to practice this British mantra from day one: “Keep calm and carry on.”

The couple had to share a house with Graham’s friend. Days rolled on, and they had to survive on almost nothing. “We couldn’t even keep the heating on as it was expensive to use. It didn’t help that it was the middle of winter. It was dark and dreary and it rained almost every day. There was a time when I became really ill with a nasty cough. Graham crept in the middle of the night to unlock his friend’s cupboard and steal a bit of cough medicine for me. That was the lowest point of our lives I think,” she says.

Graham quickly signed up with a job agency the next morning. He told Upton: “I promise you, I’ll do whatever it takes to make sure we always have food on the table and a roof under our head.”

Upton remembers surviving on a loaf of bread and cup of tea for weeks and weeks. Her friends in Manila’s advertising industry would e-mail her pictures of glamorous Ad Congresses, lavish parties and beach conventions and she thought: “I could be eating a sumptuous buffet right now, but instead, I’m having to do with a piece of toast.”
“I had to conceal the situation to my family and friends back home. I told them I did a lot of jogging and swimming at the local gym and find English tea really slimming,” she confides.
Upton eventually landed a job as a receptionist for a primary school in a rough area. “I’ve never seen anything like it: Children as young as six would curse their parents at the school gates. At one instance, I had to phone for an ambulance as the head teacher had a heart attack while having a screaming match with a rude student,” she continues.

She moved a call centre for a parcel company and then became a filing clerk. “All I did for eight hours was file papers for pensioners in a huge vault. I discovered the magic of audio books, and was just listening to them all day while filing. I just broke down in tears one day when I serendipitously filed a document for a retired writer one day. It was a receipt from a shop that sold antique books. It had a verse from Hamlet written on the top of its stationery. It said: “To thine own self, be true.”

Upton gave up her odd job the following day and started to do work for local charity sectors. She knew that she couldn’t forever conceal the fact that she still wanted to make use of her talent. She volunteered as a Marketing Consultant, giving advice to small charities on how to improve their advertising campaigns. This boosted her CV, and made her more familiar with the British way of work life.

After a year of training and working hard work, she landed a job at the local court, which she thoroughly enjoyed. “It still made use of my communication skills, on a legal setting. I became a Case Progression Officer for the Ministry of Justice, dealing with High Court judges, barristers, solicitors and the general public. Finally, my brain was working again!,” she says.

Graham, on the other hand, got a job as a Graphic Designer for a rich local council. After years of hard work and determination, the determined couple was able to get a mortgage and buy their first home. According to Upton, the first thing they did when they moved in was to buy a cough syrup.


Upton gave birth after five years of living in the UK – from a pregnancy classified as high risk. Her baby Sophia, now two years old, has grown to be a pretty little girl, a beautiful mix of Filipino and British lineage. Some people say she looks like Miss World, Filipina Megan Young.

Upton is currently in the process of putting together an online support group for Filipino mums living abroad who suffer from post-natal depression. She wants to tell them that they are not alone. “I have recently started writing a book based on my experience on this. The book would have chapters introducing my “virtual babysitters”.

Things she loves about Filipinos abroad?

“It never ceases to amaze my husband every time I can tell whether someone is a Filipino or not. I tell him: maybe it’s that wacky glint in their eyes and that aura of friendliness that makes them unique. Filipinos in the UK have always been regarded as hardworking. They are in hospitals everywhere—as doctors, nurses and midwives. I can’t help but feel proud every time I am admitted to the hospital and see Pinoy nurses who are highly respected by their colleagues.”

Philippine things she misses in the UK:

“I miss the sun in the Philippines. Anyone who lives in the UK will tell you that. I found it funny before that my husband had to say, “It’s a beautiful and sunny day a thousand times when he visited Manila.” Now I know why. The sun makes a rare appearance in this part of the world. I guess that is the reason why most Europeans suffer from depression. Imagine dealing with grey clouds, rainy weather, freezing temperatures for nine months in a year. That in itself can just make you cry.”
For anyone who’s attempting to migrate to Britain, Upton says: “Be prepared to bring a sturdy umbrella, boots and raincoat as they will be your permanent outfit. Get ready to remind yourself to put “u” in colour, “s’ in organization, and “y” in tyres. Remember, it’s “lift” and not “elevator” and it’s a motorway, not a highway.

Is life easier out there? Upton says it depends how one makes it. She has faith in the Filipino - because he is resilient, resourceful, very much talented and hardworking. He can shine no matter where he is. “If he keeps that Macbeth thought close to his heart: “To thine own self be true”, he’ll definitely shine,” she concludes.