AS PHILIPPINE TOURISM BOOMS, HILTON RETURNS

by Roger Pe

May 26, 2016 issue
Philippine Business Mirror
Full page centerspread

Palawan. Voted by Conde Nast Magazine as World's Best Island for two consecutive times (2015-2016).

For decades, the country’s tourist arrival figure has been languishing in the single-digit figure. But on December 21, 2015, the day signaled the dawn of a new era in Philippine tourism. Gabby Grantham, a Fil-Am and much-awaited passenger of Philippine Airlines flight PR103 became the country’s 5 millionth visitor.

Department of Tourism and Ninoy Aquino International Airport officials warmly welcomed Grantham for helping the country finally breach the 5-million mark. When the year was over, the number even soared to 5,360,682.

The economic impact of that 2015 figure was worth P227.62 billion in earnings, or an increase of 5.94 percent from 2014. Significantly, it was the brightest year in Philippine tourism’s history, thanks to DOT Secretary Ramon Jimenez and his tireless team. 

While it looked good on paper, it was not enough to put the country on Asia’s Top 10 most visited countries list. In its latest report, the United Nations World Tourism Organization ranked China as No.1 followed by Hongkong, Malaysia, Thailand, Singapore, Macau, South Korea, Japan, Taiwan and Indonesia in that order.

As for Southeast Asia’s six major economies, Malaysia is topnotcher with 27.4 million visitors annually. Thailand is second with 24.8m, Singapore, third with 15m, Indonesia, fourth with 9m and Vietnam, fifth with 7.9m. The Philippines is sixth with 5.3m while the second tier countries Cambodia, Laos and Myanmar are close by with 4.4m, 4m and 3m, respectively. 

France, United States, Spain, China and Italy are the Top 5 countries with the most number of tourists annually. Interestingly, inspite of recent terror bombings in Paris, France maintained its number one spot in the rankings.

The turtle-slow rise of our tourism growth over the last 20 years is mind-boggling considering that we have much to offer than most Asian countries, and even as one of our 7,500 (as of the latest count) islands was voted by travel bible Conde Nast as the “World’s Best Island” twice in a row.

The big gap between Malaysia and ours is staggering. Hopefully, that will change in due time, and with more vigorous push from various sectors of the hospitality industry, it just might leapfrog to new heights in the next few years.

The main culprit is infrastructure, says Sammie Lim, Philippine Chamber of Commerce Vice President for Tourism says. “The next two administrations should focus on serious answers to enable the Philippines to accommodate 20 million tourists in the next decade,” he stresses. 

He urges Philippine tourist officials to talk long-tem and build an airport with capacity to handle over 20 million tourists. “It can be done, it is all a mindset,” he says.

Constructed in 1978, Ninoy Aquino International Airport was originally designed to handle 4.5 million passengers only per year. It already reached its maximum capacity 20 years ago. 

Observers say, cosmetic and short-term solutions cannot do it if the country wants to be more competitive - at least on the regional level where 8 of the world’s 10 best airports are located. Presently, the airport cannot handle more than 5 million passengers a year because its existing facilities are already operating at maximum capacity.

Two years ago, San Miguel Corporation offered to build an entirely new and modern international airport terminal that will pole vault the Philippines to the future and stand shoulder-to-shoulder with the rest of the world. The plan included four runways capable of handling 150 million passengers annually and can efficiently handle 250 take-offs and landings per hour.

NAIA’s two existing runways can handle only 42 take-offs and landings per hour and both are being used by domestic and international airlines. (Note: Airport handling capacity is different from tourist arrival figures).

Worsening congestion in NAIA is making SMC revive its world-class airport proposal to the incoming Duterte government. Ramon Ang, president of SMC, said that when finished, cost of the airport would be much less than the estimated $10 billion. Ang hinted of a possible alliance with the Philippines’ biggest conglomerates that would include those of Manny Pangilinan, Henry Sy and Jaime Zobel de Ayala. It will be located in a 1,600 hectare reclaimed area in Manila Bay.

Earlier this year, the Research and Statistics Division of DOT reported that tourist arrivals for February 2016 reached 549,725 compared to 456,524 arrivals in February of 2015, a double-digit growth of 20.42%. 

In just two months, the Philippines hit a record-breaking 1,091,983-tourist arrival figure, a strong performance due to aggressive marketing blitz spiced up with international events that were held in the country in the preceding months. These triggered awareness increase and visitor influx. 

544,948 visitors entered the country through various airports and Ninoy Aquino International Airport, the country’s primary gateway, welcomed 66.37% of the total visitor volume. The top spending market again was Korea, followed by USA, China, Japan and Australia.

Hotel opening frenzy

Two major hotel brands spread their wings and set foot on Bonifacio Global City over the last two years. Grand Hyatt and Shangrila added branding muscle to their already strong presence by showcasing their trademark hospitality. 

Earlier, Hyatt’s City of Dreams, Nobu Hotel, Marriott Newport City, Novotel and Mercure Ortigas ignited the opening surge. Hotel rooms in Metro Manila will reach a 26-year high and growth for the country’s hotel industry is expected to rise in the next five years. 

With that, hopes are high that the Philippines can easily surpass its 6 million-target by the end of this year. But the big question is, can it achieve its 10-million tourist arrival-goal within the next two years? It is mathematically possible if our airport handling capacity can do it. 

Harald Feurstein, General Manager, Hotel Conrad Manila

According to real estate consultancy firm, Pinnacle: “Even with a slight dip, we are doing much better than most countries in Southeast Asia, where occupancy drops ranged from 2.1 percentage points to as high as 8.6. Only Thailand and Vietnam bucked the trend with a slight increase in occupancy,” Pinnacle says.

Another leading real estate company, Colliers foresees that “established branded hotel chains will come in to take over old, locally managed resorts that are in excellent locations but are past their prime. Boutique and lifestyle hotels in tourism areas will be the trend in hotel development over the years to come,” it says. 

The Philippines is one of Asia’s most active countries in hotel opening scene. It is set to dazzle anew with the launching of Conrad Manila, the global luxury brand of Hilton Worldwide in June this year. 

The luxurious 347-hotel aims to inspire seasoned travelers and the local market by redefining the status quo and upgrade their impeccable taste to a new dimension.

With Conrad Manila’s entry, rooms are expected to exceed the country’s current 30,500 total in the next two years. Approximately, 3,300 new hotel rooms were completed in Metro Manila from 2014 to 2016.

A physically handsome hotel, Conrad Manila will offer best in class service and amenities. To date, it has already exemplified excellence prior to the grand opening, winning the Philippines Property Award as Best Hotel Development, Best Hotel in Architectural Design and Best Hotel Interior Design.

Picture this: The whole shape is iconic, derived from a ship that has permanently docked in Manila Bay waters. Inside is a unique blend of modern art and Filipino artistry, inspired by air and sea wave elements across the bay. In one of its breathtaking lounges, the design allows you to experience an infinite ringside view of Manila’s jaw-dropping sunset, better than what you have probably previously experienced. 

On a Friday and Saturday, a stay at the hotel becomes a multiple treat. As soon as dusk settles, fireworks joyfully welcome your distinguished presence. Here, like everyone else, your stay is celebrated for being an honored guest.

Hotel Conrad Manila. Winner of Philippines' Best Hotel Development, Best in Architectural Design
 and Best in Interior Design Awards.

“The Conrad way is luxuriously excellent, physically and experientially. We aspire to inspire so that we exceed expectations. We anticipate and we have things ready for you even before you ask,” says Harald Feurstein, newly-appointed General Manager of Conrad Manila.

An Austrian with excellent credentials like the hotel, Feurstein has worked with the best hotels in Asia and was Conrad Manila’s first employee from ground zero till the beautiful structure surfaced behind the SMX Convention Center. 

“I consider it a badge of honor being part of Conrad Manila’s history from Day One,” Feurstein takes pride in saying. He is upbeat about Manila’s tourism prospects and acknowledges that the Philippines has a bright future ahead, even brighter than the rest of the former Southeast Asian dragons which have lorded the scene in the last 15 years. “With consistent above-average 6% growth, the Philippines is poised to shine even more,” he says.

Hotel Conrad Manila's Third Floor Lobby

How will the hotel market its way in reaching its core market? Feurstein says, “Diversification will be the key.”

“Hotels are not just for tourism anymore. We do not want to rely on a single market alone. We would like to be known as the most innovative among luxury hotel brands in the Philippines. We want to promote domestic leisure, “staycation” and show the unique Conrad way of excellence with our MICE (Meetings, Incentives, Conferences and Exhibitions/Events) capabilities,” he stresses.

Destination concept 

“Conrad Manila is for the new generation of smart luxury travelers for whom life, business and pleasure seamlessly intersect,” according to Feurstein. As a global luxury brand with 23 properties across five continents, Conrad connects guests to people and places around the corner or halfway around the world. 

Feurstein will be responsible for the growth of the brand in the country. “It is a privilege for us to re-introduce Hilton Worldwide through the first Conrad hotel in the Philippines, especially in these exciting times as the country is on the brink of rapid economic growth across all sectors,” says Feurstein, who reports to Peter Webster, Hilton Worldwide’s regional general manager for Singapore, Indonesia and Philippines. 

Hotel Conrad Manila's C-Lounge

“I am certain that the hotel will be a significant addition to Manila’s dynamic cityscape. With Harald’s 25-year industry expertise and deep knowledge in hotel operations, I am confident that Conrad Manila is primed for great success in this growing Philippines tourism market. It will be an landmark where one-of-a-kind, inspired experiences will be created for guests,” Webster says.

Born and educated in Austria, Feurstein already planned to work in a hotel when he was young. “It was my goal and I had no doubts about pursuing it as a career,” he says. After graduating from college, he worked as a nightclub waiter and bartender. He then worked his way up, moving to Switzerland, his first job outside of his home country.

Hotel Conrad Manila's China Blue Restaurant featuring Celebrity Chef Jerome Leung

He spent the rest of his professional life in Asia, and considered each country his home. “All of them has a place in my heart, every place is special,” he intimates.

Feurstein has been actively participating in the development oversight of Conrad Manila since last year. His involvement took him across all facets of hotel management, from planning a good strategy to positioning the hotel as a choice destination for luxury travelers with one aim - give the Philippines a strong competitive advantage in the international hospitality landscape.

Prior to his assignment in Manila, Feurstein was GM of Hilton Pattaya, Conrad Bangkok, Hilton Cebu Resort and Spa, Hilton Kuching and Hilton Batang and Director of Business Development for Hilton Beijing, Hilton Seoul, Hilton Kuching and Petaling Jaya.

He was former Food and Beverage Manager of Hilton Petaling Jaya, Hilton Kuching, Hilton Batang, Norfolk Hotel and F&B Director of Hyatt Regency Kinabalu and Grand Hyatt Fukuoka. His hospitality career has taken him across the world to continents such as Europe, Africa and Asia. His past experiences in Asia have taken him to China, Korea, Malaysia, Japan, Vietnam and now the Philippines.

Hotel Conrad Manila's Diplomatic Suite.

A man who describes himself as very adaptable to different cultures, Feurstein loves to do a balancing act. “I love to make people to do their best and I am always deeply supportive in developing their career,” Feurstein says. 

The tall, bespectacled man loves to lead by example. When people see it in their leader, they inevitably try to do it,” he says. He is very demanding at work because he says he has a purpose. “I’d like to be in a team surrounded by people with a sense of purpose, because I have a set of goals that I started and want to finish them. I’d like to steer a ship and allow people to do what they’re good at,” he adds.

Outside of work, Feurstein is also a man of action with a lot of passion for extreme sports like participating in lung-busting ultramarathons. He has participated in many events of this kind in the Philippines. He has also endeared himself to the Philippines and its people and pays homage to the Filipino whom he says are naturally hospitable. “Hospitally is naturally ingrained in the Filipino. When you are naturally hospitable, half the battle is won,” he says. 

Luxurious amenities

“We don’t just check you in and check you out, Feurstein says. “We give you the total package,” he punctuates.

Conrad Manila has a 24-hour Fitness Center, a sparkling outdoor infinity pool, tranquil Conrad Spa and an Executive Lounge for guests staying in an Executive Room or suite. 

Hotel Conrad Manila's Welcome Lobby.

The hotel’s intelligent rooms are equipped with motion sensors that recognize a guest’s arrival, equipped with wired and Wi-Fi Internet access, bluetooth-enabled entertainment technology, 42-inch flat screen HDTV, espresso machines and hydrotherapy rain showers, with magic mirrors in the bathrooms available in all suites for an uninterrupted entertainment experience. 

Suites and executive rooms offer picturesque bay or city views, plus access to the Executive Lounge. The luxurious Presidential Suite features a spacious outdoor terrace, a private pool and stunning Manila Bay views.

Brasserie on 3 is the all-day dining restaurant serving an extensive buffet selection at breakfast, and an a la carte menu for lunch and dinner. China Blue by Jereme Leung offers a modern Chinese dining experience, with a specially created menu that blends contemporary cooking techniques with local flair. 

One can enjoy afternoon tea at C Lounge, which transforms from a laid-back lounge at daytime to a sophisticated destination bar after the sunset. You can sip cocktails as you soak up the sunshine in the Pool Bar.

Hotel Conrad Manila's Brasserie

For 96 years, Hilton Worldwide has been dedicated to continuing its tradition of providing exceptional guest experiences. The company's portfolio of twelve world-class global brands is comprised of more than 4,500 managed, franchised, owned and leased hotels and timeshare properties.

It has more than 745,000 rooms in 97 countries and territories, including Hilton Hotels & Resorts, Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Canopy by Hilton, Curio – A Collection by Hilton, DoubleTree by Hilton, Embassy Suites by Hilton, Hilton Garden Inn, Hampton by Hilton, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations.

More hotel brands, more visitors

Real estate watchers say, more brands are due to enter Manila until the end of 2017. To reach its goals, the Philippines must act on important issues in order to be a major player in Asian travel industry. One of them is Ninoy Aquino International Airport, which has been constantly figuring in the world's worst airport surveys. 

Guillermo Luz, co-chairman of National Competitive Council of the Philippines says, “Overall, NAIA delivers a less than satisfactory travel or customer experience for the passenger. This is only highlighted when compared to the facilities and services of other international airports located right in the region such as in Singapore, Hongkong, Bangkok, and Kuala Lumpur.”

Hotel Conrad Manila's Forbes' Ballroom

Luz said, “We need to create better first impression for visitors. We need more passenger capacity within our overall airport system if we want to increase the number of international visitors and domestic tourists.”

He reiterated that our main airport should play a role in projecting our national brand. “The customer experience at the airport should be aligned with our international reputation for our warm hospitality. It should also be a venue for projecting our culture visibly and through the service which passengers experience,” he said.

Major infrastructure, peace and order and foreign visitor safety issues should be better addressed. Until these are not given priority and acted upon, observers say our achievement will plateau and growth will be disappointingly low. 

Hotel Conrad Manila's Executive Suite

ADS BEAUTIFULLY, TRUTHFULLY TOLD

by Roger Pe
May 19, 2016 issue
Philippine Business Mirror
Full page

Digna Dator Santos, new Philippines Ad Standards Council Executive Director

Imagine a billboard on Edsa. It may seem harmless, but on closer look, you see a different version of what was originally approved for display.

In the aftermath, netizens start bashing it. The trigger-happy kind join the fray and all-knowing people post them on social media. Who gets the flak and fined a hefty sum after?

When you pass through Perea Street in Legaspi Village, Makati, you won’t easily see ASC (Ad Standards Council), the self-regulating body of the country’s ad industry. It sits inconspicuously inside a building with a famous name but packs a wallop to erring advertisers.

The building is in front of a familiar post-production house where countless tv commercials have been made. On a one-kilometer radius, the vicinity has lots of trees, quaint and quiet. On a clear, sunny day, you might even hear some chirping of birds.

Though some ad agencies have moved to a more upscale Global City, the area still has a mini-Madison Avenue feel. Occasionally, you would bump into some ad industry folks in their dapper suits going to and from their offices.

At the ground floor, one would immediately sense the order of the day - Order. You don’t just go up, as the guard would tell you, you are ordered to wait for your turn.

By eight in the morning, you are given the go-signal to proceed. As the elevator stops on the sixth floor, an almost bare lobby unfolds. It is icy cold due to the building’s air-conditioning system that has a preset thermostat. Except for rows of chairs that you would see in an embassy visa office, it is completely unassuming, with an almost stern look, exactly the opposite of many you have been accustomed to seeing.

Perhaps, that is the message it wants to convey. It does things seriously and it means business. By this time, you already must have gotten the drift and as you wait for your number to be called, allow us to double-check, have you done your homework?

Are your documents ready to substantiate superiority claims? Has your CPR (Certificate of Product Registration) validity not expired yet? If you are using a celebrity, is your endorser’s affidavit notarized?

What about your DTI permit number? Is the same reflected on the layout and on end frame of your storyboard? Have you gone through the generic name rules and implemented the technical specifications for disclaimer use?

Have you advised your copywriter that some words and innuendo executions cannot be used? Oh, just a second, can your messenger be able to explain your script in case you are not able to make it?

Let’s begin.

ASC processes hundreds of applications for production, airing and display daily. Committed to protect the Filipino consumer from false or misleading advertising, it must be firm and not easily swayed to bend the rules.

Operations Manager Maya Estrada

It has a code of ethics, patterned after the laws of the land, that it follows to the letter, much to the chagrin of those who are used to the old culture of ‘pakiusap”.

They are all written in a guidebook that is constantly updated and disseminated to advertisers and ad agencies, all things summed up in one phrase: Responsible advertising that respects the Filipino consumer.

Because of worsening traffic problem, ASC now opens its doors as early as eight in the morning, the additional hour, a boon to many but bad news to prima donnas.

By ten, the lobby would be filled to the rafters and on a packed day, the crowd would spill almost near the elevator area. Woe to habitual Johnnie-come-latelies, they now have to wait for the next day to get the results of their applications.

By three in the afternoon, you get the results. Provided there are no content issues, you get an approval. Same day. No sweat.

A word of advice: It is always best to personally present materials with potentially controversial claims and not leave them behind. Presenting prevents misinterpretation and allows you to argue your case (diplomatically) if necessary. You can also amend on the spot.

What to avoid: Do not fake a document nor forge someone else’s signature. Do not make a production number or be so emotional. Do not call your boss and tell him/her to proxy for you over the phone. You will be shown the door.

A good measure of understanding will also let you see the big picture. ASC works closely and coordinates with government bodies such as DTI, FDA, DOH, BSP, NTC, CAB, NHI, HLURB, etc. Aside from these, it hears the side of religious, feminist, consumerist and gender groups. Yes, indeed, it is a tough balancing act.

“When you think about it, it is actually very simple. It is just a matter of following the rules,” says an ad agency account executive.

“When you apply for a visa, what do you do to accomplish a no-nonsense task? You do your homework. You prepare all pertinent documents before you even leave the house. You do not send someone else to do it for you. In this case, you do the same. You leave no stone unturned to defend your materials and keep your documents handy. Nothing beats a well organized, efficient and your best foot forward,” she adds.

ASC recently celebrated with 8th Anniversary. Photo shows Professional Screeners Anthony Cumagun, Edwin Monzon, Ed Roxas Elaine Mapa, Robbie Aligada, Charmaine Campaner and Maya Estrada (Operations Manager).

Respect

ASC cultivates one of human being’s most innate qualities – respect in many different forms and regardless of someone’s status. It believes that respect begets respect, and like a magnet, it attracts mutual respect.

In the scheme of things, ASC’s paramount consideration is consumer interest. It reminds us what David Ogilvy said 50 years ago: “The consumer is not a moron, she is your wife”. Outdated? In this exploding digital age and highly mobile millennials with ever changing buying habits, it is as timeless and relevant today, we hold her dear and respect her.

“When you respect the consumer, you get the respect back through sales and brand loyalty. Respect is being sensitive to what you say when you talk to your market,” says newly appointed ASC Executive Director Digna Santos.

Santos officially took over ASC leadership from trailblazing Mila Marquez, this year. Her vision is to see ASC to be globally recognized as one of the models on self-regulation with a common code of ethics subscribed to by advertisers, ad agencies, media companies and planners. She wants to have a strong collaboration with media in implementing sanctions on advertisers that do not toe the line.

A leader who believes in participative management, Santos likes to encourage people to speak up and share their ideas. “I like to empower people to implement agreed-upon plans and policies so that there is buy-in. That increases the probability of our success and puts order on what we see in advertising,” she says.

Professional Screeners Adie Pena, Vira Arceo, Audie Orleans.

Self-policing body

ASC recently celebrated its 8th anniversary and throughout its young existence, has been hailed as one of two Asian pioneers on self-regulation. It has a code of ethics that is world-class, at par with, if not better than Australia’s, and with a comprehensive manual written by a highly competent technical committee. It has become a model followed by countries of the Asean region since then.

There is ‘no ifs or buts’ in setting the record straight for ASC, a stance that has earned it an image that is too rigid and with some people not exactly pleased.

But the country’s advertising watchdog on print, radio, TV, out-of-home, collateral, digital and environmental advertising is addressing that. It wants to do more, be friendlier and provide better service to the advertising industry. And it is beginning to be felt.

Better service, faster processing

Operationally, ASC continues to streamline its functions to provide better-than-yesterday service. It is because the drillmaster in the house makes everyone wide-awake to do specific roles. She is none other than Maya Estrada, the indefatigable Operations Manager.

Estrada and Santos both encourage consultations with an open-door policy, replying to every single email, text message or calls made by advertisers.

Professional Screener Jess Garcia (middle).

Estrada personally reviews every single application before decisions are released. If she can’t because of panel hearings or meetings, a Professional Screener substitutes for her.

She and Santos plan to bestow the Advertiser of the Year Award this year to honor those which have consistently adhered to ASC Code of Ethics and registered the best record in terms of the most number of approvals.

“I think my single biggest innovation is “humanizing” ASC, that it is not some kind of wall that one can’t talk to. I talk to everyone, AEs, Clients and messengers,” she proudly relates.

“It is my responsibility to make ASC more productive and responsive by providing effective and efficient methods in its business operations and day-to-day dealings. While my management style is hands-on, I encourage the staff to give suggestions on how systems and processes can be improved, since they are the ones implementing them and are on the frontline.”

Estrada and her team most recently introduced a new queuing system, which is now in place to lessen downtime and make processing of applications faster, thereby making release of decisions earlier than what it used to be. If you're active on Facebook, she makes it a point to post the day's early bird to encourage ad agency folks to avoid the mad rush.

Professional Screeners

A line-up of about twelve PS (Professional Screeners), rotated on different day schedules provide advice to applicants. Seven are mostly present in one day.

Most of them are veterans in the industry, former agency presidents, vice presidents and top management personas with years of experience in advertising, marketing, broadcasting and other related fields. Two are former presidents of Creative Guild, the award-giving body of the 4A’s (Association of Accredited Advertising Agencies of the Philippines).

Some of them have been there when it was still known as ACRC (Advertising Content and Regulation Committee) of the Adboard (Advertising Board of the Philippines), an institution that bowed out of existence after 43 years - all of them giving back to the industry that made them.

Professional Screener Toti Soliongco

Contrary to bad press, they are there to guide advertisers on what steps to take in case their materials encounter problems on procedural or content in nature. They are there not to terrorize but unburden them of unforeseen problems.

They are there to help by believing that advertisers are smart and can be persuaded to their own perspectives if facts are truthfully presented. Different folks with different strokes, they are able to discern and spot a creative expression from an unsubstantiated claim. If you are lucky, you may not even say a word and exit smilingly.

We asked what their most satisfying experiences in dealing with advertisers and ad agency people are and what they think about respecting the consumers in relation to their roles. Here are their answers:

Adie Pena:  It's when a presentor shows up with a very creative material that stays within the parameters of the ASC Code of Ethics. No risque stuff, no exaggerations, no B.S. Just the simple truth told cleverly and brilliantly. Sadly, these satisfying days are too few and far between. Maybe most of us have forgotten to be storytellers and we've turned to be mere sellers of our client's products and services.

Robbie Aligada: “The most satisfying moment is when you hear the presentor say, “Thank you, sir, I learned a lot. I believe that is giving back to the industry. Our role as guide and “instructors” never end. The most frustrating is when you face a smug presentor who believes in oneself so much despite a poorly put together application.”

Professional Screener Eleanor Agulto

Audie Orleans: “Whenever presented with a material where the copy is inconsistent with the support data from client, one of my basic questions to the applicant is whether or not the approval process at client included the technical person (MD, Dentist, Pharmacist, Veterinarian, Nutritionist, Engineer, etc.).

I believe they should be integral to the process (the FDA recently mandated that ads for OTC drugs should be signed (approved) by the pharmaceutical company's Medical Director).

Creativity is not exclusive to any profession. The Tech person is a resource. I think the client should always offer, if not require that the agency team rehearse with the Tech Person how they intend to defend the copy before they apply with the ASC. If the Tech Person is not confident that the ad is defensible, client and agency should take that seriously.

Vira Arceo: “Very often, we meet presentors who regard the ASC as a censorship body. Thus, the encounter would kick-off on a somewhat tense atmosphere. The presentor adopts a defensive stance, ready to defend his or her material to the teeth. This amuses me, and I am quick to muster all my humor to put the "embattled" fellow at ease. Once they realize that the ASC is here to help them get their message across their target market without adverse reactions from competitors, consumers or "concerned" sectors, they readily concede to the Screener.

Being a professional screener is a stimulating journey into the recesses of creative minds. We are exposed to overwhelmingly impressive ideas that sell and dazzle. We continue to study, learn by heart and understand the ASC Code so we may apply its provisions in the most prudent way. And we expect the presentors to have similar discipline: know and understand the provisions of the Code, and comply with said provisions. That will make each visit, a pleasant learning experience.

Toti Soliongco: “I’ve seen, without exaggeration, (mostly juniors) come only with the objective of finding out what specific violations their materials are committing. There are also some occasions when they come armed only with an argumentative attitude, and nothing else. They try to make up for their lack of readiness by wearing down the screener and hopefully wring out an approval from him/her.

Let me say, however, that I have also been very impressed with those who come very well prepared, both in terms of knowledge of their facts, as well as readiness with their documents. One can sense that they’re obviously well trained by their supervisors.

The author, Professional Screener Roger Pe

Eleanor Agulto: “Think like a Boy Scout. Be prepared. The ASC will ask you to substantiate every claim in your ad. So make sure you have all appropriate and correct documents with you. Example: Clinical studies, client certifications, required government permits, product registrations, notarized and signed testimonial waivers, ASC pre-approved materials. Brush up on ASC Code of Ethics and guidelines to ensure that you haven’t missed anything.”

Ed Roxas: “Consumers know how to think.”

Charmaine Campaner: “More than ensuring that the advertiser’s claim is properly substantiated, I also ensure that the ad upholds our values as Filipinos. While consumer protection is ASC’s utmost priority, I also screen the ads in a way that its creativity is not compromised in engaging consumers.”

Jess Garcia: “It is my responsibility to weed out false and untruthful claims in product and service advertising that will mislead the consumer into buying a particular product that do not fulfill said claims. It is my duty to guide the consumer make the correct choice based on factual and truthful product attributes.  

Elaine Mapa: “Creative license is not an excuse for a copy claim.”

Verlou Artuyo (Ad Specialist): “It is highly recommended that advertisers keep their materials truthful, keep their claims verifiable, understandable and do not overpromise.”

Over the next few years, ASC chief Santos hopes to see ASC recognized in the Philippines as THE authority in championing consumer protection through truthful and responsible communications.

“We need to address ASC’s low awareness among our target groups,” she says. How? She wants to conduct seminars, workshops for advertising, communications students and teachers on ASC Code of Ethics in the next succeeding months. An ad campaign is also in the offing.

Santos also wants to talk to marketing and advertising schools to include ASC Code of Ethics in their curriculum. The need to strengthen relationships with various government agencies in implementing the rules is also in the works

From left: Digna Santos, Joey Ramos, Atty. Ricky Salvador, Butch Canoy, Len Pozon, Rudy Villar, Steff Cua, Jun Nicdao, Blen Fernando, Sue Ann Nolido and Lito Yabut.

She wants to bring into the fold of PANA (Philippine Association of National Advertisers), where she used to function as Executive Director, companies/advertisers who are currently non-members, and introduce them to self-regulation so that they can benefit from this endeavor.

PINOY IN MAINSTREAM ITALIAN MOVIES AND 'TELESERYES'

Nolasco "Noly" Sta. Isabel

by Roger Pe
March 27, 2016 issue
Philippine Daily Inquirer
Full page

In a country where the arts flourish and influence much of the world’s civilization, it is probably tough to excel, much more, be accepted if you are Asian.

In a city where actors Marcello Mastroianni, Franco Nero, Roberto Benigni and many more sparkled in movie marquees, what space is there left for a Filipino?

Nolasco ‘Noly’ Sta. Isabel is one Filipino his ‘kababayans’ will definitely be proud of. He is maybe unknown in the Philippines but he has broken mainstream in Italian cinema, making the big Filipino community in Rome proud and happy.

His filmology is not an ordinary feat for a Filipino in Rome. He has appeared in “Tre Metri Sopra Il Cielo”, “Un Altro Mondo”, “Boris Il Film”, “Nemiche Per La Pelle”, “Tiramisu” and “Forever Young” and acted with famous Italian stars Giuliana De Sio, Margherita Buy, Sergio Pierattini and Claudia Gerini.

With a Italian actress Giulianna De Sio

He was also in the cast of highly-rating Italian tv shows like “Don Matteo2”, “I Cervelloni”, “Permesso di Soggione”, “La Salute a Tavola”, “Le Frontierre Dello Soirito”, “A Sua Immagine”, “Ciak … Si Canta”, “E Arrivata La Felicita”, “Tutto Puo Succedere”, “Il Mio Vicino Di Casa”, “Non Dirlo Al Mio Copo”, “Non E Stato Mio Figlio”, and “Il Bello Delle Donne”.

He is probably the only Pinoy who has performed in Teatro San Babila, a landmark theatre in Milan where comedies, thrillers, musicals and other traditional stage plays are regularly mounted featuring famous Italian names.

Sta. Isabel started in “Terra E Cielo” (Heaven and Earth), a successful stage play that had record-breaking 40 repeat performances when it ended its season.

He was on a roll after that, becoming the central character of the highly popular “Don Matteo2”,
an Italian ‘teleserye’ on primetime starring former Hollywood actor Terence Hill as an investigating priest.

His first break in Italian movies was as an extra in “La Casa del Sorriso (House of Smile), a film directed by award-winning Italian director Marco Ferreri, winner of a Golden Bear award in 1991 Berlin Film Festival.

A long time resident of Italy (he came as a tourist in 1985), Sta. Isabel started at the bottom of the food chain and worked his way up – from dishwasher to chef to most trusted manager of a restaurant he first worked for.

When he decided to leave and pursue another career, the resto owner offered him a car just to stay. He politely turned it down reasoning out he wanted to change the course of his life in Italy.

Early beginning

Carvosi was doing a collaborative work with an Italian television station costume tailor when he received a call from writer-theatre director Roberto Cavosi. When they met, the latter explained that he was not looking for a costume maker but an actor. He replied saying he had never acted before but is willing to audition for the part.

At the acting workshop, Sta. Isabel cried a bucketful of tears, impressing Cavosi. He was instantly made part of the cast, brought to Milan with five other seasoned actors and performed in Teatro Babila. Good reviews became his stepping-stone to the Italian movie industry.

Appearing in Italian movie "Nemiche Per La Pelle" with Claudia Gerini and Margherita Buy

A few months prior, he was part of Kasarinlan Cultural Dance Company, a dance group based in Rome promoting Philippine culture through dances and songs all over Italy and other European cities.

When movie offers started to trickle in, Sta. Isabel divided his time working in the restaurant and self-managing his acting career.

Conflicts in schedules would arise, preventing him to appear in movie projects. There were instances his employer would not allow him to attend shoots because of his duties at the restaurant.

“Unti-unting namamatay ang spirit ko” (my enthusiasm would slowly fade away), he says. Following his heart, he would leave his job and choose to go full-steam ahead with acting. He said, he chose it in order to be “happy”.

As a Dressmaking teacher when not making movies

Sta. Isabel acted as his own manager and was always on the lookout for movie assignments, constantly scanning Rome’s film houses for auditions. “It’s a tough challenge because there are not too many good roles for Asians,” he says.

When roles are far and few in between, he uses his other talent to be more productive and creative. He teaches students to design, cut and sew dresses, a business that has become lucrative and kept him busy.

Most of her students are Italians, women who are accustomed to the styles of Armani, Versace, Dolce and Gabana and many more. His creations are also often time shown in Filipino gatherings of the Philippine embassy.

Born in Montalban, Rizal, where every neighbor was a relative, Sta. Isabel, together with a younger brother was brought up to help in the family poultry and piggery business. Recalling his early childhood days, he and his brother would work all day in the animal farm till they got dirtied with mud all over.

His parents inculcated in him the value of hardwork. In grade school, he did errands, for his mother who worked in the school canteen.

He spent high school in Roosevelt College Marikina, went to De La Salle-Araneta University and graduated with a Doctor of Veterinary Medicine degree in just 5 years. He became a licensed veterinarian at age 21.

He taught at the Visayas State University in Leyte two months after passing the board exam. After almost two years, he realized he wanted to work abroad to help his family and enjoy a European lifestyle.

In "Terra E Cielo"

In the mid 80a, with a little help from a college friend, he arrived in Italy to fulfill a dream, study in a fashion school in Rome. That dream has come true.

“It is not easy to work in a foreign land. You need to know the language and culture to get by. It is good Italians are Catholics like Filipinos, that eases up a bit,” he says.

Whether he is happy or not, Sta. Isabel has already adjusted to his second home. “Pag may problema, alam ko na kung paano ko malulutas ang mga ito (when problems arise, I already know how to fix it).

He is thankful for the opportunities that keep on coming his way but intimates that there are still many things he wants to do.

“It’s not always fun to be an actor and a designer at the same time in Italy where the word “Filipino” is spelled with double “p” and synonymous to domestic helper,” he says.

When he was starting with his movie career, Sta. Isabel was always the underdog but his insistence and passion would always pay off.

“Madalas, walang pumapansin sa akin sa auditions (I am always ignored most of the time). He would always be the only Asian who would turn up. “Just reading people’s body language, I can feel that I was being discriminated upon, “ he laments.

In one of "Don Matteo" series, appearing with former Hollywood actor Terrence Hill

Not wanting to get affected, Sta. Isabel focused on improving his craft. Determined to shine, people’s impression of him eventually changed.

In Rome, where concentration of Filipino workers is big, Sta. Isabel always thinks about his ‘kababayan’.

He wants employers not to take advantage of them. “Some of them do not give the benefits they’re entitled to, others do not legally arrange their working permits, some, treat them like machines, a story that gets repeated time and again,” he says.

He attends Filipino social functions when he is not busy acting or attending to his design class. Believing that one can change his destiny in life, Sta. Isabel encourages young Filipino workers to improve themselves and not follow their parents’ footsteps who got stuck where they are right now. He wants them to help upgrade the image of Filipinos in Italy.

He is active in Philippine embassy functions and often helps in organizing Isola del Cinema Film Festival, an annual event that features acclaimed cinema work from different countries.

Rave reviews on his acting debut.

As a long time Italy resident, Sta. Isabel observes that Filipinos are generally united in Italy but “regionalism and crab mentality still exist,” he says.

“Meron namang mga taong parang wala kang nagawa” (there are people who think you have not achieved a thing) but what’s important to me are comments of people who are positive in life,” he says.

He is not happy that a lot of Filipinos in Italy have not evolved and got stuck being domestic helpers, some for even up to 30 years. “Sayang, hindi nila sinubukang ibahin ang work nila, (what a waste, they didn’t try to change their status in life).

“Italians love Filipinos but at the same time think we are all domestic helpers, an unfair mindset that has become a “trademark,” he says.

Would he encourage Filipinos to work abroad? “Working abroad can upgrade one’s life but it is not the only solution, he says. “We can start innovative businesses in the Philippines, sadly, opportunities are few.”

What does he like about Italians? “Italians are practical people, they quarrel and exchange bad words but it’s all gone in five minutes. We Filipinos remember bad words said to us till we die. Italians do not to think much of what people say against them. They love their cities, they always maintain cleanliness and peace and order,” he says.

“Wala na akong panahon sa homesickness,” Sta. Isabel says on being asked about if he misses the Philippines.

Is he able to save much? “I was the breadwinner for many years, so I’ve provided my family with their needs. Money has never been a big deal to me, I can give priorities to things that embrace my passion even without money,” he philosophizes.

Sta. Isabel wants to open a business when he returns to the country of the Philippines. “But while I’m still here, I would like to focus on creating my own “name” in acting.

A 'TARZAN' IN THE AGE OF ENVIRONMENTAL PLUNDER

True-blue Palaweno. Environmentalist with a heart, Arthur "Art" Ventura wants to leave a lasting legacy: that the Last Frontier will be the first frontier in protection and well-managed natural resources for next generation of Palawenos.

by Roger Pe
March 16, 2016 issue
Philippine Daily Inquirer

Can Palawan be the Philippines’ first and the next World Conservation Province?

Author Rhett Butler* writes in his Mongabay.com website that “the once spectacular primary forests of the Philippines are now a relic of a bygone era.” He explained that whatever primary forest left behind can now only be found in Palawan, one of the oldest, largest, and most diverse rainforests in Southeast Asia.

Between 1990 and 2005, our country has lost a third of its forest cover, he says.

Widespread logging is the main culprit. In his report, Butler says, illegal logging continues even today inspite of a government ban.

Agricultural fires, slash-and-burn-farming, unabated wood fuel gathering, rural population expansion are also mentioned as some of the heavy contributors to forest depletion. As deforestation continues, the effect becomes an environmental chain reaction. Soil erosion, river siltation, flooding, and drought follow.

Coal-powered plants will destroy the habitat of Palawan Cockatoo' ("Katala").

In 2014, Palawan gained 2.3% forest cover but on the same breath, lost 5.3% of the same, a scary figure that is bound to increase in due time.

With this scenario, a true environmentalist cries for help to arrest the tide and join people’s clamor to save further loss of Palawan’s forests.

Arthur “Art” Rodriguez Ventura, former Director of Palawan Council for Sustainable Development (PCSD) wants to follow West Papua’s footsteps.

The Indonesian province was declared a World Conservation Province by The Coral Triangle and WWF in October last year - a first for both Indonesia and the rest of the world.

The honor according to the WWF was “symbolically important in ensuring the future health of the province’s astonishing ecosystems. Besides its rainforests, West Papua is the world’s epicenter of marine biodiversity, boasting more species than anywhere else on the planet.”

Agricultural fires and slash-and-burn farming ruin our forests.

The declaration signifies a commitment by local landowners to conserve and safeguard their land, and to protect it against destructive development such as unsustainable logging.

As a kid, Ventura was already a lover of nature. Understandable, because he was born and grew up in Coron, one of Palawan’s tourism jewels and where many of its lakes are considered the cleanest and greenest in the Philippines up to now.

Ventura loved watching Tarzan movies, mesmerized at seeing Johnny Weissmuller cling from one vine to another with his panther friend, swim in a refreshingly clear river, and imagined basking in a very clean environment with his lovely Jane. He longed to be lord of the jungle.

In the days of Tarzan, poachers already existed in the forest, killing elephants for their ivory tusks, hunting tigers, lions and trapping birds to be sold. But Tarzan emerged as their protector as well as Africa’s flora and fauna.

Today, Ventura is fighting a lonely war, but like Tarzan, is hoping for a Divine Intervention, that wanton abuse of Palawan’s natural resources be contained. He wants Palawan be like what it used to be, pristine, abundant, rich in forest and marine resources and indigenous people are happy.

Deforestation destroys habitat of endangered species.

He once fought against businessmen-poachers who erected seaweed-farming structures in Tubbataha Reef, (World Heritage Site). The stilts have now been demolished.

At age six, Ventura was already helping augment the family income, at a time when untold hardship was being felt because of the effect of World War II.

His father was a school principal and his mother, president of a women’s club who put up the town’s first Puericulture Center.

At age fifteen, he worked as an attendant, assisting a doctor, like a midwife, sanitary inspector and nurse, rolled into one, doing all medical work like pre-natal care, autopsy, vaccination, injection and minor operation.

After graduating in high school with academic honors, his father let him and his brothers and sisters find their own fortune, confident that he had instilled in them his disciplinarian ways to face the world.

He did many odd jobs in Manila like working in a restaurant just so he can enter college. He lived with her older sisters, moving from one sister to another to get free board and lodging.

Then his first ray of hope came. Mapua School of Engineering had announced a qualifying chess tournament for freshmen. Top finishers will get an athletic scholarship and be included in the school’s varsity team. He would win and even go further – bag the national inter-collegiate championship.

He was on cloud nine when a newspaper article bannered his triumph: “Unknown from Palawan Beats Intercollegiate Champion from UST.”

Chess had paid off for Ventura, a game that was a family past time. “I thank my father-mentor and brothers for that,” he says.

Thousands and thousands of forest hectares are grazed to the ground to give way to oil palm plantation.

After winning the championship, Far Eastern University took interest and offered him a scholarship he cannot refuse. Apart from a college scholarship, he was given an employment at the university’s accounting department, which during that time, a big extra bonus that allowed him to help his other siblings Caesar, Lyn and Patricia to finish their own college degrees.

He, too, helped struggling Palaweños at FEU. As soon as he graduated with an Economics degree, he enrolled for a Masters Degree in Marketing, and some two years later, entered law.

Ventura married Marilou Galman Cruz after only twenty days of courtship. The two met at the FEU campus while the latter was securing her academic records to comply with her UST thesis. Cruz would eventually pass her thesis defense with flying colors, even topping the architectural board exam.

The two settled in Palawan and continued to help people in many ways possible. Their willing hand extended to regional sports meet in order for Palawan to perform well in the STRAA (Southern Tagalog Regional Athletic Association.

They went out of their way to find funds for medicines for sick friends and neighbors. Love for each other gave them four children: Pamela, Fiona, Justine and Joshua and grandchildren Lian and Zia.

Deforestation spells doom to Palawan's flora and fauna.

Ventura went into gas station and burger chain business to be able to sustain his civic-mindedness. His wife contributed by squeezing funds from her professional practice. As the saying goes: ” When you help, don’t expect something in return. When you are in a position to share, do share.” Ventura took this seriously.

Perhaps, that was the reason why the late President Corazon Aquino appointed him as OIC Vice Governor of Palawan after the Edsa Revolution.

As one who champions progress without abusing Mother Nature, Ventura wants to leave a legacy of protecting Palawan’s environment. He longs to see the Last Frontier as the first frontier in well-managed resources and developing renewable energy, not coal power plants.

He wants Palawenos to distance themselves from destructive mining and promote the tourism industry sustainably. He wants to prevent land grabbing done with use of force or deceit and these lands returned to their rightful owners.

He wants people to respect the rule of law for nobody is above the law.

As in a chess game, Ventura has made his move and wants people together in one chess team - to protect Palawan’s precious natural resources.

As a true Palaweno and environmentalist, he fears that plantation agriculture, especially oil palm, could emerge as the newest threat to Palawan’s remaining forests.

“The continuing disappearance of Philippine wildlands is of great concern. In this respect, we should save Palawan from plunderers and make its forests proudly intact. We were voted and continue to be voted as the best island tourism destination worldwide in many magazine polls year after year. This is effort not luck. We have made it this far as icon for the Philippines as a prime tourist destination. Let us not destroy it,” he says.

According to the national Forest Management Bureau, forest cover in the Philippines declined from 21 million hectares, or 70% of the its land area in 1990, to about 6.5 million hectares by 2007. This data is very similar that to the U.N. FAO, which is usually based on government data.

Conserving old-growth trees in Sabang, Puerto Princesa City.

At a glance, here’s the Philippines’ forest figure:

Forest cover, total forest area: 7,162,000 hectares (24%). Primary forest cover: 829,000 hectares; Percent of land area: 2.8%, Percent of total forest area: 11.6%.

Deforestation rates from 2000-2005: Annual change in forest cover: 157,400 hectares; Annual deforestation rate: 2.1%. Total forest loss since 1990:3, 412,000 hectares or 32.3%.

*Rhett Butler founded Mongabay.com in 1999 with the mission of raising interest and appreciation of wild lands and wildlife. For the first ten years of the project, he operated Mongabay on his own, publishing thousands of stories and tens of thousands of photos. He has been profiled in the San Francisco Chronicle, The Wall Street Journal and Voice of America. In September 2014, he