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Showing posts with label Media Landscape. Show all posts
Showing posts with label Media Landscape. Show all posts

May 4, 2016

Applying the 5Cs in Philippine Elections

Posted By: The Mail Man - Wednesday, May 04, 2016


Applying the 5Cs in Philippine Elections

By:  Josiah Go

The National election is coming in few days, and everyone has their own opinion on who deserves to be in the top national leadership positions of our country. There have been many talks about converting knowledge to action and that one presidential candidate in our May 9, 2016 election positioned himself as one good in execution (no pun intended). I respectfully disagree. Consider the 5 Cs of execution on getting things done:

1)      Clarity of strategy – Execution comes after strategy; a strategy entails understanding complex interactions of many variables and understanding the bigger picture as well. For a country, it involves not just peace and order but equally important factors like the economy and foreign policy. An important aspect of execution is knowing what strategy to execute. The Philippine economy has grown tremendously with each president building on the gains of their predecessors, successfully getting out from being the “sick man of Asia” when Marcos left the country in 1986 to being Asia’s brightest economy under the term of President Noynoy Aquino.
Today, the Philippines is the 29th biggest economy in the world in gross national product (GDP) and we cannot afford to lose what we have gained through the years. A single-minded focus on crime needs a doable strategy – – what exactly is the doable strategy to suppress crime within 3-6 months on a national scope? Having nationwide death squads is not legal. An example of a clear strategy is the Oplan Lambat-Sibat of the Aquino government, resulting in arresting 716 of the 946 most wanted, high profile criminals in the country. A clear strategy, with attention to details, weekly follow through meetings and accountable metrics becomes sustainable.

2)      Communication – The president of a country is the role model of the nation and chief diplomat worldwide. He or she must be clear and inspiring yet tactful and respectable. One cannot keep saying one thing today and changing to another tomorrow. One communicates to gain allies, not alienate different segments of society on a weekly basis — foreign customers last week, rape victim this week, disabled people next week. For sure, good communication is not about using foul language and tasteless jokes. If it is the new norm, we should all be concerned about the implication to national culture. The machismo communication style may be needed and effective for Mayor Duterte in Davao in Mindanao but certainly not necessarily nationwide. LP candidate Mar Roxas and running mate Leni Robredo have their platform – “Kalayaan sa Gutom, Kalayaan sa Takot, Kalayaan Mangarap“ (Freedom from Hunger, Freedom from Fear, Freedom to Dream) translating the vision to clear projects to gain Philippines momentum if they win the election.

3)      Coordination – Getting things done is not just an executive prerogative, it entails coordinating and convincing other equal parts of the government — the legislative and judiciary. A president belonging to PDP-Laban and legislative belonging to Liberal Party may be harder to coordinate, as there is still the need to cross party lines to get things done. A look at some countries like Indonesia will reveal barriers to get things done if the president is different from the ruling party in congress. The government may have the best of intentions, but it needs the cooperation of others to form a team, even harder if a president is elected as a minority president. Think of the scenario if on May 9, 2016, over 70% of the ‘masa’ and over 60% of those belonging to ABC are not in favor of the new president. It is important that after the elections, the success rate of the President and VP will be based on how he or she manages to coordinate the 3 branches of government, and engaging the constituents to support his or her administration.

Existing coordination barriers need to be removed. In the 3rd and final presidential debate, it was Mar Roxas who identified specific coordination issues such as the merger of DPWH and DOTC, an advantage from one who has been part of the team that helped in implementing laws resulting to the highest growth rate of the Philippines, yet, seeing areas of improvement not available immediately to neophyte without national executive experience in governance.

4)      Commitment –  It is about starting and staying in a relationship. It is about a promise, in fact, a covenant for an election. One cannot make a stand only to keep changing. A leader must say what it means and mean what it says and not allow its followers to end up being its apologists. Reality check is that on short-term, it may be possible but on long-term, it may be hard for a leader to sustain the commitment of competent people if he or she does not show consistent commitment to a promise. We have seen the declining rating of another presidential candidate, Senator Grace Poe, on ground that she pledged alliance to the United States before and until recently, her husband was an American citizen. Even countries like Myanmar disallowed anyone to become president unless the immediate family and their spouses are natural born citizens of the country, a signal of consistent commitment.

5)      Competencies – Different people have different strengths. Competencies in good governance is doing what matters. For example, the BPO industry’s turning point came about when tax incentive previously given to product sector in EPZA was extended to service by virtue of amending Republic Act 7916 so that buildings or floors in buildings could register as an eco-zone. This simple insight under the time Mar Roxas as secretary of trade and industry convincing congress to amend the law resulted to a US$25 billion industry with over 1.3 million jobs, 78% being male, 61% married, 57% not college graduate given another chance in life, trickling down to the poor sector with over US$6.7 billion in salaries and benefits, creating new growth opportunities for other industries. It is noteworthy to mention that Manila has overtaken Mumbai as the world’s no. 2 BPO destination and contributes to some 6% of the country’s GDP.

While these 5 C’s of Execution seem to stand alone, these are interdependent and interact with each other. For example, a good commitment will reflect an effective communication approach. A clear strategy if not communicated properly can lead to mistakes in coordination. It is impossible for a leader to have successful execution overnight, while experience and track record in the government can surely make a leader qualified to lead the country.

(I write this article voluntarily for the undecided voters. I have no intent to convert Duterte die-hard fans. Like many of you, Duterte was in my shortlist but pattern I have observed have convinced me to vote for Mar-Leni in the May 9, 2016 election. If you need a basis for electing the next president and vice president, please allow me to share this 10-Point Test http://josiahgo.com/10-point-test-to-elect-the-next-president-and-vice-president-by-josiah-go/)

Source: http://josiahgo.com/applying-the-5cs-of-execution-to-philippine-election-by-josiah-go/






Apr 20, 2016

IMMAP Launches the Power of X

Posted By: Unknown - Wednesday, April 20, 2016

IMMAP announced it's 10th internet and mobile marketing summit during it's general membership meeting at Diamond Residences, Makati on April 19, 2016 (Wednesday). The event will take place on October 10-12, 2016 at the PICC.




According to IMMAP, every corporation, start up companies, and digital marketers must not miss out on this prestigious event. But what makes this event so special?

The main message of the general membership meeting is focused on digital news and updates, pointing out how crucial the change and growth in digital media and marketing is, and why every digital marketer must innovate and adapt to this trend.

The meeting was jumpstarted with an introduction speech was made by Eduardo Mapa Jr. He is the Chief Innovation Officer of Havas Media China, and has over 25 years of experience in advertising and marketing. The main message of his speech is that the growth of digital media is a trend that no one can stop. Digital is already mainstream, and it is at the heart of everything. From consumer behavior to business operations, digital will affect it.

Donald Lim, who was the second speaker and also the founding president of IMMAP, casted the vision that every business must change Be disrupt or get disrupted by the exponential advancement of technology in this digital age. He communicated this powerful message by showing a video of a first world traditional advertising agency who stopped operating all because they choose to ignore what is happening around them.

The final speaker was Sandiya, a digital marketing practitioner from Facebook. Sandiya showed statistical data's of the consumer behavior in southeast Asia. Her message revolved around the following:

1. Mobile Moves People
- Teenagers spend their on mobile.
- Average time spent: 3 hours per day on mobile in the Philippines.

2. When it comes to time on mobile, apps rule.
- 56% of all time spent on

3. 8 out of 10 people in southeast Asia check their mobile phone while watching TV.

What these data means to brands and marketing is that businesses and digital marketers must build their strategy on mobile.


With all these news and updates, IMMAP aims to cover the height and breadth of the digital marketing landscape through its biggest digital conference: The Power of X: 10th Internet and Mobile Marketing Summit.


This Digital Congress will tackle 10 key tracks of Digital Marketing - from research and measurement to content and distribution, featuring 100+ speakers from Facebook, Google, Twitter, Spotify, Waze, Comscore, Havas, TBWA, Near, and more.



Apr 5, 2016

Repositioning Presidential Candidates

Posted By: The Mail Man - Tuesday, April 05, 2016

Repositioning Presidential Candidates

By. Josiah Go

I wrote about the phenomenal come-from-behind win of Makati Mayor Jejomar Binay as Vice President of the Philippines in my book “Fundamentals of Marketing in the Philippine Setting (2nd Edition, with Chiqui Escareal-Go, 2012). His message that he will do to the Philippines what he did in Makati resonated to the public as it positioned him as a public servant with solid track record in public service. A heartbeat away from the presidency, he became the instant man to beat in the 2016 Presidential elections, thanks to his high brand awareness and conversion rate then.

If there is an exception to the first mover advantage, it is in politics, as VP Binay became the subject of alleged corruption charges while performing as Makati Mayor with evidence presented by no less than his former vice mayor and the Commission of Audit (COA). He was also accused of political dynasty when his wife and his son succeeded him as mayor, and his other children winning as senator, congresswoman and councilor. He was branded a traditional politician, ironically something he was fighting for against the Marcos regime decades back.  His first presidential debate in Cagayan de Oro was not impressive to most; his answer to the question about how he inherited his wealth from his parents left more questions, as he has always claimed his parents were poor. On the second presidential debate, he avoided a direct answer when given the chance by Mar Roxas to answer corruption charges he has been avoiding, preferring to state that the court will decide. Of course, cases can only be filed after his term as VP and assuming he will not win the presidency.

With accusations left and right, some of his positive share of mind turned into a negative brand association, with the words “corrupt and liar” as top feedback given by voters who disliked him, including in social media. Left unaddressed, the noise created will affect, and has in fact affected, his voters’ share of heart or believability score, his lower likability upsetting his brand preference score which will further affect his voters’ intent to vote score. The 14.6 million votes he got previously as vice president, may no longer be repeated in 2016 1) if voters will believe corruption accusations against Binay; 2) if voters will demand accountability of the promises made by Binay to be elected as VP; 3) if voters will find more viable candidates like Rody Duterte, Grace Poe, Mar Roxas or Miriam Santiago; 4) if voters start believing the PNoy administration did well and want continuity; 5) if voters will not believe or trust his P30,000 monthly income tax exemption in his new TV ad; or 6) if voters who failed to vote for Mar Roxas in the 2010 election may decide to give him a chance in 2016 remembering that he was defeated with the second-narrowest margin in the history of Philippine election with an electoral protest after he sacrificed his presidential ambition to President Noynoy Aquino (PNoy). Yet Binay remains to be the choice of many Filipinos experiencing poverty, as he always claims that he is from a poor family. They sympathize with Binay, who among all candidates can say that he truly knows what every Filipino need to get out of poverty. If he capitalizes on being the choice of “masang Pilipino”, he might get a huge percentage of votes from that segment of voters.

Note however that while our analysis is based on logic, voters may not be as logical. A review of 2010 Presidential elections revealed that President Erap Estrada who made a comeback almost got reelected if not with the entry of PNoy, who won the presidency based partly on strong positive emotions after the demise of his mother, the well-loved president Cory Aquino. Then, Erap Estrada still got 9.5 million votes, despite being indicted for corruption and pardoned by his successor, President Gloria Macapagal-Arroyo. Erap then returned to public service by getting himself elected no less than the Mayor of Manila, a prestigious position in the government. This recent election result is an indicator that election in the Philippines have not been fought by issues alone but by personalities as well.

Many candidates have pluses and minuses on their side. There seem to be no perfect candidate, even my family members are split among three presidential candidates. Here are some of the top positive words associated with each candidate:

Binay: Makati, Performance
Duterte: Doer, Anti-Crime, Anti-Drugs
Poe: Fresh change, no. 1 senator by virtue of being daughter of actor FPJ
Roxas: Continuity, BPO catalyst, “Disente”
Santiago: Experience, Intelligent

Here are some of the top negative words associated with each candidate. The stigma will be carried with them at least in the first few months of the office assuming they win.

Binay: Corrupt, Political dynasty
Duterte: Morality, Vigilante group
Poe: Lack of experience, once a US citizenship with husband and children still American citizens
Roxas: Issues related to his performance as a cabinet secretary
Santiago: Health issues, BongBong Marcos as her VP

Ultimately, two situations will have to be met: 1) the positive traits should be strong enough to neutralize the negative; and 2) the existence of game-changing strategy that can be created to make voters change their perceptions about each candidate that their negatives may no longer be relevant. For instance, towards the election date, the following examples may happen that can add to the positive traits of the candidates, thereby winning the undecided voters as well as from those without definite commitment to their votes.

Binay: Endorsement of Iglesia ni Cristo reversing a declining base
Duterte: Being a peace maker and adding God-fearing image reversing “vigilante” image, withdrawal and endorsement of Miriam or when a heinous crime (God forbids) is committed that highlights the need for toughness vs. criminals (so long as not in Davao)
Poe: Evidence of strong executive decision reversing inexperience tag
Roxas: Arrival of new MRT trains that can remove traffic congestion in Metro Manila reversing being blamed for traffic woes, or endorsement of credible celebrities and political heavy weights with loyal following, as well as a solid official campaign among workers of the fast-growing BPO industry
Santiago: Sudden burst of energy reversing alleged health issues

Towards the election date, the following hypothetical examples can add to the negative perception of each of the candidates, this time losing the emotional connection of the undecided voters as well as from those without definite commitment to their votes.

Binay: What if the alleged lying or corruption are effectively communicated as to how it has deprived the poor?
Duterte: What if there is abusive human rights violation? or a major crime in Davao?
Poe: What if there is a surge of nationalism? (affecting both Poe, who pledged her loyalty to the US once, and Bongbong Marcos, being a recipient of the ill-gotten wealth of the former President Marcos)
Roxas: What if news about Mar’s personal life has not been ‘Daan Matuwid-like’ comes out? or a major traffic nightmare will occur just before election?
Santiago:  What if she is suddenly hospitalized?

Brand awareness is a function of media weight, including the indispensable social media factors since ownership of smart phones has reached 40% as per Kantar Millward Brown Philippines. The undecided voters will closely listen to what they read and hear in the “advertising copy” in mass media, social media and during debates, the message will not just have to be relevant but memorable.

Remember when candidate Mar Roxas repositioned top three candidates Binay, Duterte and Poe during the first presidential debate? Mar Roxas reclassified Makati into two: the rich Makati developed by the Ayalas and the poor Makati governed by the Binays; Roxas also repositioned Duterte’s Davao as a source of drugs and in his opening remark, used hiring of family driver as an example: not to hire those with corrupt cases (Binay), short-tempered (Duterte) or inexperience (Poe). This is an example of repositioning competition. To narrow the gap between him and those scoring higher than him, he had to logically create doubts and change the minds of the voters of his opponents.  Of course, he was criticized for bringing down his opponents, which appeared to be a deliberate and calculated move, hoping more undecided voters will take it in his favor than against him. To be fair, it is not just Mar Roxas repositioned opponents but fellow candidates as well, citing Roxas record as DOTC and DILG secretary and the one tasked by president Pinoy to be in charge of Yolanda typhoon victims and the Zamboanga seige, accusations he straightened out during the second presidential debate where he introduced the word ‘disente’ or having a respectable, moral fiber as a must-have characteristic of a president.
Here is another factor to consider. Millennials, composed of 35 million people in the Philippines, are more open to consider possibilities and take a chance at change with leaders who can capture their imagination.  You will be surprised at their ability to take risk! This segment may end up deciding who the next president and vice president will be, after all, they will have a bigger and longer stake who the next leader will be. Candidates are imperfect and they have to choose whoever is the ‘least of all evils’ so to speak.

Candidates have been repositioning each other so will the voters settle for an ‘inexperience’ but fresh leader, a ‘vigilante’ straight talking leader, a performing but alleged ‘corrupt’ leader, a decent leader accused of being pretentious by some or even a sick leader absent in the second debate? Who do you think the millennials will ultimately vote for?

Josiah L. Go was awarded as one of The Outstanding Young Men (TOYM) of the Philippines for 2001 and one of the Ten Outstanding Young Persons (TOYP) of the world for 2002 by Jaycees International for (business education).
An author of 10 bestselling marketing books, he won the AGORA Award for excellence in Marketing Education in 1994. A former adjunct marketing professor at the De La Salle University and the Ateneo de Manila University, he took advance marketing programs at the Kellogg Graduate School of Northwestern University and the Wharton Business School at the University of Pennsylvania and is the first and only Filipino to complete Blue Ocean Strategy qualification course in INSEAD, France in 2006. 

He is a much sought after speaker and consultant in marketing. He has conducted over 450 in-house and public seminars to diverse clientele like Panasonic, URC, Monde Nissin, San Miguel Foods, Unilab, Globe Telecom, Splash Corporation, PLDT, Smart Telecommunication, Security Bank, HBC. Innove Communications, Bristol-Myers Squibb, Unilever Philippines and Sanofi-Aventis, among others.








Feb 9, 2016

New Creative Agency for Seven Brands of Unilever Philippines

Posted By: The Mail Man - Tuesday, February 09, 2016


Dantsu JaymeSyfu has been appointed by Unilever Philippines for seven of its brands and for an additional six brands as its digital agency. 

The agency ended its relationship with DDB after selling its majority stake to Dentsu Aegis Network last December 2015.

The pitch was announced just after the acquisition was completed and involved a list of 'club agencies' and several local digital agencies. All in all, there were two pitches: an above-the-line pitch and a digital one.

To show ints intedgration, Dentsu JaymeSyfu pitched as a single unit to show its integration.

"Our strength in integration is key in working successfully with all the brands," said Merlee Cruz-Jayme, CEO and chairmom at Dentsu JaymeSyfu, crediting the agency's merger.

In the second quarter of 2016 Dentsu JaymeSyfu will take over creative duties for the following brands:  Creamsilk, Surf, Breeze, Domex, Sunlight, Cif, and the homecare portal Cleanipedia.

Dentsu Digit, led by managing director Carlo Ople, won digital AOR for all the brands listed above and an additional six brands: Master, Axe, Eskinol, Block and White, Selecta ice cream, and Magnum.

Dennis Perez, head of media at Unilever Philippines, cited the quality of creative thinking, original insights and innovative execution.

Dentsu has decided to strategically invest in the Phillippines, said Takaki Hibino, APAC CEO for Dentsu brand agencies and Dentsu media Asia-Pacific (excluding Japan). "To see these strategies come to life and materialize into significant wins is the perfect example of the good innovation that we aim for.”

Dentsu JaymeSyfu declined to disclose the incumbent agencies working on the brands.






Jan 13, 2016

Top 10 Marketing Articles of Josiah Go for 2015

Posted By: The Mail Man - Wednesday, January 13, 2016

Mr. Josiah Go is one of the top marketing professionals today and has run the gamut of having to put up his own business, see it fail, establish another one, see it fail again and finally succeed after so many trials resulting in errors. His AlDub Analysis has generated more than 100,000 views and he is now about to finish his 14th book. He is known as the Marketing Mentor.

1.    Marketing and Strategy Lessons From Eat Bulaga’s Aldub
http://josiahgo.com/marketing-and-strategy-lessons-from-eat-bulagas-aldub-by-josiah-go/
2.    The Market Driving Strategy of #Aldub
http://josiahgo.com/the-market-driving-strategy-of-aldub/
3.    20 Marketing Trends and Predictions for 2015 by Josiah Go & Chiqui Escareal-Go
http://josiahgo.com/20-marketing-trends-and-predictions-for-2015-by-josiah-go-and-chiqui-escareal-go/
4.    Re-thinking options for Noontime TV Entertainment (guest post by Chiqui Escareal-Go)
http://josiahgo.com/re-thinking-options-for-noontime-tv-shows-by-chiqui-escareal-go/
5.    The curse of MLM
http://josiahgo.com/the-curse-of-mlm-by-josiah-go/
6.    Our Higher Purpose (A tribute to Mansmith YMMA winner Dexter Chee Ah)
http://josiahgo.com/our-higher-purpose-a-tribute-to-mansmith-ymma-winner-dexter-chee-ah-by-josiah-go-2/
7.    Pesona Guest House (Jakarta)
http://josiahgo.com/pesona-guest-house-jakarta-by-josiah-go/
8.    Grow From Failures
http://josiahgo.com/grow-from-failures/
9.    When Marketing May Not Work
http://josiahgo.com/when-marketing-may-not-work-by-josiah-go/
10.    Why Businesses Fail
http://josiahgo.com/why-businesses-fail-by-josiah-go/


Source: http://josiahgo.com/my-top-10-articles-in-2015/





Dec 29, 2015

Media Outlook 2016: Redefining Television

Posted By: The Mail Man - Tuesday, December 29, 2015


Mr. Gab Buluran of Kantar Media Philippines presented the Media Outlook for 2016 with regards to TV, Radio and Print.

Gab Buluran disclosed that traditional media is challenged by the trends toward On-Demand and the switch from Primetime to My-Time. This was the result of the  evolution of media and technology wherein one is no longer time-bound by the schedules released and provided by traditional media. This will also lead to the changing of the structure of media costs.

With statistics that show that there is indeed a generational difference with regards to the need for traditional TV. These are the following:

Ages 65 and up miss TV while those that belong to the 16 – 34 would rather forego of their TV than their mobile smart phones and gadgets. In a marketing point of view, the 16 – 34 year old segment is the demographic sweet spot since it is composed of the largest segment of the market.

Another disruptive event in traditional media is the  AlDub phenomena that occurred in the 2nd half of 2015. It has crossed media platforms from TV to print and even social media. These are supported by the incredible numbers it generated in Facebook and Twitter. The AlDub was also a showcase in realtime communications and feedback and showed the Twitter and TV correlation that was the product of AlDub.    

This is the outlook for 2016:

Advertising expenditures will continue to rise since TV has found it has competition in digital media but both are also complementary with each other. AlDub showed that content and adaptability as a key was attained by TV and this is the next step for media in 2016.

One factor to watch out for in 2016 is that it is an election year and that all forms of media will be harnessed in this political exercise.






Dec 16, 2015

Where is Media Headed? : Media Outlook for 2016

Posted By: The Mail Man - Wednesday, December 16, 2015
Media Outlook for 2016
Three Part Series.


The Media Outlook for 2016 was presented last December 15, 2015 at the Fairmont Makati. The Outlooks were in three parts.

1.    Redefining Television by Mr. Gabriel Buluran, General Manager of Kantar Media Philippines.
2.    Outlook for the Out of Home (OOH) by Mr. Lloyd Tronco, Executive Director of the Philippine Center for Out-of-Home Media Research and Science (PhilCourse)
3.    2016 Media Insights Study Highlights by Mr. Jay Bautista. General Manager of Strategic Consumer and Media Incites, Inc.

For this posting, Out of Home media will be tackled. This is done with regards to the advertising aspect and the media utilized.


Mr. Tronco cited historical precedence with regards to OOH. That as far back as the 1930s. This was evidenced by the OOH of the Manila Electric Railroad and Light Company 9MERALCO) notwithstanding the various billboards of Chesterfield and even Botica Boie during the pre-war years. The moving Cafe Puro billboard at Binondo also lays testament on the heritage and the efficacy of OOH advertising in the Philippines.

Going by the Philippine Golden Highway wich is called EDSA, the presence of OOH along the 24 kilometer strectch lends credence on how effective and also lucrative the OOH industry is. Currently, EDSA has 1,500 billboards, 26 LED billboards on its northbound leg and 25 LED billboards on its southbound lane.

With regards to exposure and reach that drives sales and purchases, statistics disclosed that only 14% stay at home and 86% are exposed to OOH. Most importantly, the current largest market segment, the Millenials have statistics that only 3% of them stay out home and thus within the reach of OOH.

Thus, the future market of Philippine OOH remains bright.

The challenges in the business situation remains.

Several factors point tio challenges, threats but more so on the opportunities. That trend of unbridled construction of billboards on 2015 continued the trend. What is partly considered as a threat is that there is a combination of billboards being considered as a real estate transaction by property owners thus selection and even strategic placements of billboards are defeated by placing as many ads as possible in a single contiguous space. This clutters and diffuses the messages being conveyed by the placements.

 Another is that Local Government Units (LGUs) who are among the owners of the most strategic locations have realized that OOH is  a good source of revenues.

This factor also is included in various concerns such as cost of maintenance, the media cost is projected to increase and OOH media inflation.

The resistance to OOH is also attributed to the grey area between OOH and merchandising, the rising popularity of digital media and the lack of understanding on the fuill potential of OOH.

OOH cannot be treated as an adjunct of what is on print and on video. Its content must be unique in itself since it is visual media but the dearth of knowledge on harnessing OOH that is integrated  with digital media campaigns.

The forecast for OOH are the following.

The main users of OOH are:

Politicians
Financial Services
Tech products
Website, apps and tech startups

What is needed are more LED and LCD screens and digital, mobile integration.







Nov 26, 2015

How brands can improve their strategic planning for 2016

Posted By: Tech Support • - Thursday, November 26, 2015
December of this year and January of next year is the time for companies to do their strategic planning.  For those working in the overwhelming majority of corporations, the annual planning process plays an essential role. In addition to formulating at least some elements of a company’s strategy for the next 12 to 18 months, the process results in a budget, which establishes the resource allocation map; sets financial, operating, and marketing targets, and aligns the management team on its strategic priorities. The operative question now is as companies go for the preparation of the strategic planning event, how can they plan properly for the brands they are pushing and the markets they are trying to conquer if they don't begin with understanding the media habits of their target audience and consumers?

This is where the input of Media Outlook 2016 comes in.

2016 will be an interesting and exciting year for the media industry in the Philippines as the National Elections and ASEAN integration take center stage in the country.

The Media Outlook 2016 will present more than the usual economic forecasts we get from different media groups. Very few forums touch on the topic of marketing communications, particularly trends and forecasts for the coming year. These relevant questions should be addressed – Will TV continue to be the dominant consumer touch point?, What is the future of TV?, What is the state of out-of-home and billboard advertising? How fast are Filipinos becoming digital? How’s uptake for radio and print media?

These are just some of the questions that a Panel of Experts will answer and provide information in the Media Briefing.
Who Should Attend

CMOs, Managing Directors, Advertising/Marketing Managers, Brand Managers, Category Managers, Product Managers, Corporate Communication Managers, Media Planner/Managers, Publishers, Advertising Suppliers, Entrepreneurs, Academics, Students, Government, and those involved in media, advertising and marketing.

Discounts and Payment Scheme

PHP 5,999 + VAT inclusive of meals and kit

- Package of 5 Delegates + 1 Free
- 10% Discount to Past Delegates
- 20% Discount to Academe/Students/Government


----
The Resource Speaker and Experts:




1) Gabriel V. Buluran

General Manager
Kantar Media Philippines

Gabriel has close to 25 years experience in Media and Market Research, designing studies, managing data collection, and panel homes and data production.

He is currently managing the Client Servicing Team and National TV Audience Measurement (TV Ratings) Service in Mega Manila, Urban and Rural Philippines, where he is responsible for the overall management and direction of Kantar. He launched Kantar Media Philippines’ Radio Audience Measurement Service for KBP and the Radio Research Council in 2013 and developed the first Internet Audience Measurement Service for the Philippines 2014.

Before joining Kantar Media Philippines, Gabriel worked with ACNielsen Philippines. He joined the company as Associate Director of Nielsen Media Research, then went on to become the Director for Customized Research Operations.

Gabriel earned his degree in Bachelor of Arts major in Philosophy from Ateneo de Manila University.



2) Lloyd Tronco

Executive Director, Philippine Center
for Out-of-Home Media Research and Science (PhilCourse)

Lloyd Tronco is a stalwart in outdoor advertising in the Philippines. His first brush with outdoor advertising and Out-Of-Home media, started 30 years ago having grown up in a family business which provided billboard space in the Visayas and Mindanao. Having worked his way up in the family business, he became the General Manager of Tronco Advertising which is based in Bacolod by 1994.

In 2001, when Out-Of-Home media began gaining popularity in the Philippines due to the advent of digital tarpaulin printing, Lloyd Tronco was hired by McCann Erickson Philippines’ media unit, UniversalMcCann to be part of a team specializing in out-of-home media. At UniversalMcCann, he handled the Out-Of-Home media requirements of the agency including that of Coca-Cola, Cathay Pacific, Mastercard, and Globe Telecom, until early 2005.

Following the stint with UniversalMcCann, he set up a consultancy which developed the business of OOH media vendors and at the same time serving the Out-Of-Home media needs of various media agencies.



3) Jay Bautista

General Manager
Strategic Consumer and Media Incites

Jay is currently the General Manager of Strategic and Consumer Incites, Inc. (SCMI) which is a market and media research Start-up Company.

Prior to setting up his own company, he was Managing Director for Media at The Nielsen Company where he spent 19 years honing his skills in media research particularly in the field of advertising information and audience measurement covering traditional media (TV, Print, Radio, Cinema, Out of Home) and digital media (online and mobile).

He is currently a director of the Marketing and Opinion Research Society of the Philippines (MORES) where he was past President (2010) and co-chair of the Digital Measurement Board (DMB) of the Internet and Mobile Marketing Association of the Philippines (IMMAP) to which he served as director in 2013.

Jay earned his degree in AB Communication Arts from the Ateneo de Manila University and a Master’s in Business Administration degree from the University of the Philippines.




Nov 23, 2015

Media Outlook for 2016 to be held at Fairmont Makati, Dec. 15

Posted By: Tech Support • - Monday, November 23, 2015


2016 will be an interesting and exciting year for the media industry in the Philippines as the National Elections and ASEAN integration take center stage in the country.

The Media Outlook 2016 will present more than the usual economic forecasts we get from different media groups. Very few forums touch on the topic of marketing communications, particularly trends and forecasts for the coming year. These relevant questions should be addressed – Will TV continue to be the dominant consumer touch point?, What is the future of TV?, What is the state of out-of-home and billboard advertising? How fast are Filipinos becoming digital? How’s uptake for radio and print media?

These are just some of the questions that a Panel of Experts will answer and provide information in the Media Briefing.

The Panel of Experts is composed of the following:

1. Gabriel V. Buluran, General Manager, Kantar Media Philippines
2. Lloyd Tronco, Executive Director, PhilCourse
3. Jay Bautista, General Manager, Strategic Consumer and Media Incites, Inc.

KEY TOPIC PRESENTATIONS

I. Redefining Television by Gabriel V. Buluran, General Manager, Kantar Media Philippines

1. Redefining Television
2. Advertising Spend and Ratings in Radio and Print
3. The Audience Measurement Evolution
4. Advertising In An Evolved Environment


II. The Outlook for OOH by Lloyd Tronco, Executive Director, PhilCourse

1. Current OOH business landscape
2. Estimate of OOH’s reach
3. OOH Adspend
4. Who consumes OOH? (Are millennials attracted to Outdoor?)
5. Popular OOH executions used in 2015
6. Integrating OOH with Digital

 
III. 2016 Media Insights Study Highlights by Jay Bautista, General Manager, Strategic Consumer and Media Incites, Inc.

1. The Millennial Pinoy
2. Popular Touch Points
3. The digital landscape (Online and Mobile)
4. 2016 Outlook and impact on the Elections


Who Should Attend

CMOs, Managing Directors, Advertising/Marketing Managers, Brand Managers, Category Managers, Product Managers, Corporate Communication Managers, Media Planner/Managers, Publishers, Advertising Suppliers, Entrepreneurs, Academics, Students, Government, and those involved in media, advertising and marketing.

Discounts and Payment Scheme

PHP 5,999 + VAT inclusive of meals and kit

- Package of 5 Delegates + 1 Free
- 10% Discount to Past Delegates
- 20% Discount to Academe/Students/Government


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The Resource Speaker and Experts:



1) Gabriel V. Buluran

General Manager
Kantar Media Philippines

Gabriel has close to 25 years experience in Media and Market Research, designing studies, managing data collection, and panel homes and data production.

He is currently managing the Client Servicing Team and National TV Audience Measurement (TV Ratings) Service in Mega Manila, Urban and Rural Philippines, where he is responsible for the overall management and direction of Kantar. He launched Kantar Media Philippines’ Radio Audience Measurement Service for KBP and the Radio Research Council in 2013 and developed the first Internet Audience Measurement Service for the Philippines 2014.

Before joining Kantar Media Philippines, Gabriel worked with ACNielsen Philippines. He joined the company as Associate Director of Nielsen Media Research, then went on to become the Director for Customized Research Operations.

Gabriel earned his degree in Bachelor of Arts major in Philosophy from Ateneo de Manila University.



2) Lloyd Tronco

Executive Director, Philippine Center
for Out-of-Home Media Research and Science (PhilCourse)

Lloyd Tronco is a stalwart in outdoor advertising in the Philippines. His first brush with outdoor advertising and Out-Of-Home media, started 30 years ago having grown up in a family business which provided billboard space in the Visayas and Mindanao. Having worked his way up in the family business, he became the General Manager of Tronco Advertising which is based in Bacolod by 1994.

In 2001, when Out-Of-Home media began gaining popularity in the Philippines due to the advent of digital tarpaulin printing, Lloyd Tronco was hired by McCann Erickson Philippines’ media unit, UniversalMcCann to be part of a team specializing in out-of-home media. At UniversalMcCann, he handled the Out-Of-Home media requirements of the agency including that of Coca-Cola, Cathay Pacific, Mastercard, and Globe Telecom, until early 2005.

Following the stint with UniversalMcCann, he set up a consultancy which developed the business of OOH media vendors and at the same time serving the Out-Of-Home media needs of various media agencies.



3) Jay Bautista

General Manager
Strategic Consumer and Media Incites

Jay is currently the General Manager of Strategic and Consumer Incites, Inc. (SCMI) which is a market and media research Start-up Company.

Prior to setting up his own company, he was Managing Director for Media at The Nielsen Company where he spent 19 years honing his skills in media research particularly in the field of advertising information and audience measurement covering traditional media (TV, Print, Radio, Cinema, Out of Home) and digital media (online and mobile).

He is currently a director of the Marketing and Opinion Research Society of the Philippines (MORES) where he was past President (2010) and co-chair of the Digital Measurement Board (DMB) of the Internet and Mobile Marketing Association of the Philippines (IMMAP) to which he served as director in 2013.

Jay earned his degree in AB Communication Arts from the Ateneo de Manila University and a Master’s in Business Administration degree from the University of the Philippines.




Jun 4, 2015

A New Media Agency Alliance Emerges With Venus at the Helm

Posted By: Tech Support • - Thursday, June 04, 2015
There was a time when we thought that resurfacing from retirement was the domain of one man - the late Meckoy Quiogue.  Now, it seems like we're having a deja vu.  Venus Navalta is definitely on the scene and there is no better time to do the same as what Meckoy has done than now.

Two big events take place in Venus' life this month.  The start of something new at Interpublic in the Philippines, and of course, her birthday at the end of June.

The highly respected Venus comes out of retirement (again) to move into a role as technical advisor of Interpublic Group Philippines, in what could prove to be one of the biggest people moves for 2015 in the Philippines.  Venus comes full circle as she returns to the company where she spent 17 years of her career.

We all recall the influence Venus had for many years in a number of senior roles at IPG-owned McCann Worldgroup, arguably the Philippines the most powerful agency, where she oversaw both creative and media.

Venus' last agency position was as president of Zenith Optimedia Philippines which she left in February last year after a three-year stint to take a break from the industry and spend time with the family.

In an exciting move which will create a force to reckon with, the agency Venus will oversee partners with TouchDDB in order to create a new entity to blaze the trails in media marketing.

With all eyes trained on this new alliance, the industry expects the emergence of ex-UniversalMcCann veterans gravitating towards the new power team.

Now, advertising is really more fun in the Philippines!

May 11, 2015

Top 5 Outdoor Ad Companies in PH for 2014 Bared

Posted By: Tech Support • - Monday, May 11, 2015
MANILA, Philippines - A question often asked among first time users of out of home media is, "What are the Top 5 Outdoor Advertising Companies in the Philippines?".

We posed this question to OOH Media expert, Lloyd Tronco, a pioneer Media Strategist in the realm of OOH and Digital Signage who had this to say:

A quick scan and review of top 5 OOH Media Companies in the Philippines (no particular order) would be:

United Neon, HDI Admix, City Ads Group, Adstrat Group, and Summit OOH. 

Tronco added, "One of the 5 named was actually a late entry in the list.  There was another company which would have been in this top 5 however, that company spun off two units last year and thus became smaller entities".



Click here for OOH Marketplace:





Related Post:

Media Agencies Will Have To Re-adjust Their OOH Measurement Criteria in 2015

OOH media costs are rising, agencies should be very discerning in terms of audience delivery for a particular site prior to recommendation to client. ... Read More


Nov 23, 2014

The Outlook for Philippine Media 2015

Posted By: Tech Support • - Sunday, November 23, 2014


MEDIA OUTLOOK 2015
December 16, 2014, Tuesday, 1:30-5:00PM
Fairmont Hotel, Makati Avenue, Makati City

2015 will be an interesting year for the media industry in the Philippines as the ASEAN integration and pre-2016 election fever takes center stage among other developments.

The Media Outlook 2015 will present more than the usual economic forecasts we get from different media groups. Very few forums touch on the topic of marketing communications, particularly trends and forecasts for the coming year. These relevant questions should be addressed - ‘Will TV continue to be the dominant consumer touch point?’ ‘What is the state of out-of-home and billboard advertising? How fast are Filipinos becoming digital? How’s uptake for radio and print media?’

These are just some of the questions that a Panel of Experts will answer and provide information in the Media Briefing.

The Panel of Experts is composed of the following:

1. Gabriel V. Buluran, General Manager, Kantar Media Philippines
2. Lloyd Tronco, Executive Director, PhilCourse
3. Jay Bautista, General Manager, Strategic Consumer and Media Incites, Inc.

KEY TOPICS

1. TV Ratings and Radio Ratings by Gabriel V. Buluran, General Manager of Kantar Media Philippines

I. The state of TV viewing in the Philippines
a. Urban vs Rural viewing
b. Top channels
c. Top Genres
d. Twitter and TV viewing

II. Kantar and KBP radio ratings data
a. Radio listening trends across the country
b. Popular stations
c. Popular genres
d. Impact of mobile technology on listening habits

III. Advertising Expenditure information
a. Value of Philippine advertising in 2014
b. Prospects for 2015
c. Top advertisers
d. Top categories

2. The Outlook for OOH by Mr. Lloyd Tronco, Executive Director of PhilCourse

I. Latest audience measurement information
a. Estimate of OOH’s reach
b. Profile of consumers exposed to OOH
c. Popular OOH executions
d. Latest OOH advertising figures
e. Forecast for 2015

3. Results of the recently completed National Urban Media Insights Study by Jay Bautista, General Manager of Strategic Consumer and Media Incites, Inc.

a. Popular touch points for Filipinos
b. Latest online trend
c. Latest mobile trend
d. Digital and Traditional media (competition vs collaboration)





Discounts and Payment Scheme

PHP 4,000 + VAT inclusive of meals and kit

- Package of 5 Delegates + 1 Free
- 10% Discount to Past Delegates
- 20% Discount to Academe/ Students/ Government

LEARN MORE:  www.fmi.com.ph

Who Should Attend

CMOs, Managing Directors, Advertising/Marketing Managers, Brand Managers, Category Managers, Product Managers, Corporate Communication Managers, Media Planner/Managers, Publishers, Advertising Suppliers, Entrepreneurs, Academics, Students, Government, and those involved in advertising and marketing.

For Sponsorship and Registration

Call: +632 – 896 0639, 896 0637

Fax: +632-890-2101, 896 0637
Email: norelyn@fmi.com.ph
Visit website: www.fmi.com.ph






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