The 80s will be the biggest trend of 2017. For Better or Worse

80s Chic, anyone?

Marc Jacobs was on to something when he threw a recent party in Brooklyn with a wildly specific dress code that started with the mandate of "Chic '80s." Apparently, in 2017 we'll all be wearing 1980s-inspired clothing, at least according to two of the latest analytical forecasts of next year's trends.

It all sort of makes a bit of sense. We'll have a controversial celebrity turned Republican politician in the White House. Popular music is as synth-heavy as it's ever been since that decade. People are actually excited about new Star Wars movies. Stranger Things is the most buzzed about show of the year. Makeup on men is an even bigger trend than it was during the glam rock heyday. Heck, Hollywood is even rebooting Dynasty.

According to Pinterest's in-house analytic team, the '80s trend isn't about to die down. The team has analyzed the trends that have seen the most year-over-year pinning growth over the past year and that seem primed to peak in 2017. Among their forecasts is the belle sleeve top silhouette taking over the off-the-shoulder look, an even more heated interest in flair (as in things like stickers and pins), and of course, more '80s.

"Other big shifts were in political Ts (no surprise there), backless shoes—and not just the mule—and multiple earrings," writes WWD. "That goes hand-in-hand with the popularity of Eighties-style trends, such as high-tops, peg legs and denim skirts."

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'80s trends that are making a comeback:

1. ‘80s and ‘90s Perfumes are Coming Back in a Major Way

2. '80s Beauty Trends You'd Never Try Today

3. 10 Pieces You Need to Bring Some '80s Glam to Your Style

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Meanwhile, retail analytic firm Edited is also forecasting trend temperatures in the '80s as well.

"The 1980s will be huge—everything from power suits and slouchy tailored trousers for office wear, through to off-the-shoulder looks, activewear and [over-the-top] ruffles," the report stated.

So, while there are some disagreements as to the fate of off-the-shoulder tops, both agree that '80s are in.

Which isn't a surprise. Designers have packed recent collections with '80s details. Hedi Slimane's last collection for Saint Laurent saw more dramatic shoulders since the series finale of Dynasty, and other designers followed suit with Reagan-era stylings in their spring 2017 collections.

Li Edelkoort, the Danish consultant widely regarded as the master of all fashion trend prognosticators, also sees fashion's increasing obsession with trends of the past as well, but she's not happy about it. In a recent talk in London, Edelkoort decided to forgo a traditional trend-setting talk, and instead delivered a stern chiding of fashion's recent practices.

According to Business of Fashion, she pointed out that designers of the past made their names by creating radically new silhouettes and types of clothing, while too many today rely on simply reinventing old ideas from the past.

“These categories of designers are working on clothes and are no longer concerned or interested in change for change’s sake – unanimously declaring newness a thing of the past," Edelkoort said. “With this lack of conceptual innovation, the world is losing the idea of fashion.”

Which does make a certain amount of sense. Why head to the department store to find the latest trend when you can just as easily find it in the thrift store?

Source:  http://www.allure.com/story/80s-fashion-trend-for-2017?mbid=social_cp_facebook_vf

Ading’s Gourmet Tuyo: A Negrense recipe handed from generations

Ading’s Gourmet Tuyo is not your ordinary gourmet tuyo. Chef April shared the story behind the first shredded gourmet tuyo I have tried. She said that her Lola has always been very hands-on. When they were still little, every time they would harvest watermelons in their farm, her Lola would take out the seeds for them so that they can eat at ease. The same thing goes when they eat tuyo. It was originally her Lola’s recipe and it was always present in their family gatherings. Since her mom loves capers and olives, Chef April tried to add the said ingredients to her Lola’s recipe. Eventually, her friends told her “Why not put it in a bottle and sell it?” That gave birth to Ading’s Gourmet Tuyo. She worked on the product’s packaging and treats that as her main contribution for the coming about of Ading’s Gourmet Tuyo. Chef April is confident enough to say that it doesn’t contain any preservatives.

Being both a Lacson and a Gonzaga, Chef April confessed to be a certified foodie. She owns restaurants where she displays her products. She’s very proud to say that all her products are authentic family recipes. Her latest is the Chorizo de Gonzaga which is her Tita’s recipe.

Ading’s Gourmet Tuyo is now on its 3rd year. You can choose between regular and spicy variants. Chef April suggested ways on how customers can enjoy her Gourmet Tuyo. She said that it’s actually good with pasta, salad, and toasted crostini. However, she still thinks that it’s best with rice – the most Pinoy way of eating it.  Ading’s Gourmet Tuyo can also serve as an appetizer. Chef April said that you can spread it on French bread and add kesong puti for it to be like a Pinoy Canapé.

This is Chef April’s 2nd year in The Negros Trade Fair. She’s very proud of her Gourmet Tuyo which has already won 2 awards. It won the Savor Negrense Award at the Panaad sa Negros Festival 2015 where 19 municipalities and 13 cities joined and only one winner was declared and that is Ading’s Gourmet Tuyo. It was also acknowledged as the grand winner for the deli category of the 26th Bulawan Awards of the Association of Negros Producers in August 2016.

Caress and charm in a bar

Susan Flores, owner of Karissma, treats hers as a millionaire’s business. They’re now on their 5th year in the industry; yet, it’s their first time in the Negros Trade Fair.

Although it may sound ironic, the Yolanda incident in Tacloban paved way for Susan’s business. She has an American friend who gave her a call that time, asking her if she was affected by the typhoon. This friend of hers who’s a chemist and dermatologist in the USA wanted to extend her help to Susan. She gave her a formula in creating chemical-free soaps. Susan said that her friend is a chemist who hates chemicals that’s why she exerted effort in researching for fruits and vegetables in the Philippines which are good for the skin. It was only through Skype where they communicated to produce the soap.

Susan also shared the story behind the name of their brand. She said that during her younger days, it was very easy for her to gather people and she was always told by people that she has charisma. That incident gave her husband gave the idea of naming their brand “Karissma”. At the same time, it also means caress and charm.

Karissma soaps are all natural and handmade. Susan herself is the one who processes them in her small laboratory. The physical appearance of their products proves that they are using natural products. They include fruit and vegetable peelings in the soap.

Susan only started with 3 kinds of soap – banana, radish, and cucumber. Within a year, they were able to come up with more such as guava (anti-bacterial), avocado (moisturizing), charcoal (detoxifying), and many more. Their bestseller is the radish soap which has a bleaching effect. Each of their soap (150 grams) costs 180php.

The owner remains very down to earth. She understands that her business won’t flourish at once. “It’s slowly growing”, she said. Susan has been to many places because of Karissma. She’s been getting invites nationwide.

What’s more inspiring about the owner is she shares her success to other Filipinos. She welcomes distributors. They have packages for resellers, especially OFWs. This is her way of helping other people.

From scrap bottles to riches

Have you ever thought of transforming your used wine and medicine bottles to a home décor or kitchenware? I nearly thought it was impossible until I met Precy Perez, owner of Yssa’s Crafts.

When you walk along the booths of the Negros Trade Fair, Precy’s flattened bottles will surely catch your eyes. In an interview with the owner herself, she revealed that all her products are recycled bottles. She buys them from scrap boys who regularly drop by her house in Bacolod. They get used medicine and wine bottles from dumpsites, hotels, restaurants, and junk shops. These materials undergo a cleaning process and are baked at a high temperature in a ceramic oven.

Back in the day, Precy used to do ceramics and exports them. However, in the year 1999, her sales dropped because the buyers opted to go to China to buy ceramics. In effect, she lost 30 workers and had financial difficulties. Despite this challenge in her life, she continued to sell her products with only 2 workers by her side. 

During a show in SM Megamall, a customer showed her a picture of bottle chimes and asked her if she knew how to do it. Funny thing is she said yes even though she really didn’t. However, since she’s a chemical engineer, she already had an idea on how to do the product. Precy gave it a try and it became a hit when she sold the bottle chimes locally.

During the firing, Precy doesn’t always get the desired shape because the temperature is not uniformed. Because of that, a defect gives birth to other products. Her products now include saucepans, serving dishes, home decors, and bottle chimes – her “golden egg”, she said. Recently, she’s been working on medicine bottles as vases/planters which are orders from the USA.

Precy treats her business as her bread and butter. Although she’s at the peak of her career, she never forgets to share her blessings to others especially to the less fortunate. Her purchasing of the recycled bottles from street children and mothers without income is her way of helping them. She even shared that late at night, these people would knock on her door and beg her to buy the bottles because they haven’t eaten yet. She couldn’t take such kind of situation that’s why she’ll always buy from them regardless of the time of the day.

At present, Precy Perez is the head of the gifts, décor & houseware sector of the 31st Negros Trade Fair. She regularly joins fairs, even international ones like the annual Manila Fame. She’s been receiving orders of her products from countries like Belgium and USA.

She treats her craft as a special gift from God. It was through her business that she was able to redeem the properties of her parents which were mortgaged.

On a personal note, Precy said that she’s very happy with what she’s doing. She has redeemed her confidence because of her growing business. Being an inspiration to aspiring entrepreneurs, she said “Kapag may sipag at tiyaga, may biyaya.”

Liham Kay Lt. SG Antonio Trillanes IV is still fun to read after all these years

Back in the days when there was still no Facebook, jokes circulated via SMS on your Nokia 3310 or 8210.   The best ones though were forwarded via email.  A great example would be "Liham kay Lt. SG Antonio Trillanes IV",  which was written over the weekend of the Oakwood Mutiny.

For those who remember the most expensive bull session in the country which catapulted Alvin Elchico into national TV, this is still a fun read.




    Liham kay Lt. SG Antonio Trillanes IV

    Mahal kong Lt. SG Antonio Trillanes IV,
   
Magandang umaga. Nawa'y maigi ang iyong kalagayan d'yan sa stockade. Magpahinga ka muna bago ka humarap sa court martial. Hindi bale nang litisin ka, nakapag-stay sa naman sa Oakwood, samantalang kami, pinaasa mong walang pasok ngayon. KJ ka talaga.
   
Sinulat ko ang liham na ito para puriin ka sa iyong kagitingan na ipaalam sa buong sambayanang Pilipino ang kabulukang nangyayari sa ating gobyerno. Mabuhay ka.
   
Ang problema nga lang, alam na namin lahat iyon, Kapitan Trillanes.
   
Hindi na ninyo kailangan pang magtanim ng bomba at magpapogi sa inyong mga fatigues para lang ipaalam sa buong madla na may mga katiwalian sa gobyerno.
   
Hindi tuloy ako nakapanood ng Terminator 3, eh malapit nang mawala sa sine 'yon. Okay sana kung nagbakbakan kayo ng mga sundalo ng gobyerno. Mala-THE ROCK saka DIE HARD sana ang nangyari. Kaso, nagsisisigaw lamang kayo sa lobby ng Oakwood. Para ano pa ang inyong mga armband?
   
Sabagay pwede na kayong magtayo ng boutique na ang brand name ay Magdalo. Pwde kayong magtinda ng mga armbands, fatigue-inspired pants, caps at shades. Ipwesto nyo dyan sa Oakwood para strategic ang location at may sentimental value pa. Bebenta kayo, promise.
   
Sa launch ng inyong boutique, pwede kayong maglagay ng mga bomba sa parking lot tapos magpaparty kayo doon. Masaya di ba?
   
Mabalik tayo sa layunin ng liham na ito. Yung sinasabi mong nagbebenta si Secretary Reyes ng bala sa mga rebelde, aba, lumang balita na 'yan. Alam na naming mga ordinaryong tao yan. Bakit?
   
Kaugalian na nating mga Pilipino ang mag-sideline di ba? Sa opisina nga namin may nagtitinda ng tsinelas, beads, tocino, tapa, muffins saka bags.
   
Eh hayaan mo nang magbenta si Secretary Reyes ng bala sa kanila, baka gawang Taiwan lang naman yung mga bala na 'yon. Mahirap buhay eh, magkano lang naman sweldo ni Secretary Reyes. Malamang lumilihis yung mga bala o kaya puro supot.
   
Yun namang sinasabi mong si GMA ang nag-utos ng pambobomba sa Davao, alam na rin naming mga Pilipino 'yon. Kaw naman, Kapitan Trillanes, sa pagka-tsismoso nating mga Pilipino, sino ba naman hindi nakakaalam na gobyerno gumagawa ng mga kalokohang 'yon?
   
Plaza Miranda, Jabidah Massacre, pagpatay kay Ninoy, Rizal Day bombings, at kung anu-ano pang kababalaghan, alam na naming gobyerno gumagawa. Hindi naman kami istupido noh! Sabi nga ng mga taga-Assumption, "We're not like tanga naman..."
   
Ang drama-drama mo masyado, eh kami namang mga ordinaryong tao tinatawanan na lang mga katiwalian sa gobyerno. May linya ka pang "we're ready to die for our principles."
   
Huuu...if I know, gusto mo lang magpa-spa sa Oakwood kasi sira na ang iyong kutis dahil sa kagat ng lamok sa Basilan. Dapat sinabi mo na lang sa akin, may murang spa dyan sa Quezon Avenue, may "extra" pa.
   
Ayan tuloy, nagsara Glorietta ng isang isang araw. Lagot ka, milyon nalugi sa mga Ayala. Baka pabayaran lahat sa 'yo yan. At saka naman Kapitan Trillanes, next time kayo magta-take over ng anumang lugar, 'wag naman sa mall. Hindi bagay sa inyong mga fatigues and armbands. Sino ba scriptwriter ninyo? Tsugiin! Mali ang location ng action! Ni walang symbolic o strategic meaning ang Oakwood.
   
Hindi kayo nanood ng THE ROCK ano?
   
Hay nako, may pasok tuloy ngayon. Nabitin kami. Pogi points ka pa sa mga girls kasi ang guapo mo sa fatigue. Yun nga lang, you didn't die for your principles. May paiyak-iyak and hug pa kayo.
   
Kaya kayo tinatawanan ng Abu Sayyaf, malalambot ang puso ninyo, madrama kayo masyado. Ganyan ba kayo sa Basilan? 'Pag rat-ratan na, nagyayakapan na lang kayo at umiiyak? God, it's so nakakahiya naman to the enemy.
   
Hay nako, Kapitan Trillanes, mag-direct ka na lang ng pelikula ha? Tingin ko mas magaling ka pa kay Ang Lee kasi militar ka talaga. Maganda yung mga subplots na naisip mo. Maganda rin yung mga dialogue mo.
   
'Pag nag-direct ka na ng movie, make sure may bakbakang matindi sa huli. Yung tipong mawawarak yung buong building. Yun, mas exciting, hindi yung katulad kahapon.

   
Nagmamahal,
   
Ang iyong tagahanga




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

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.

Tamang Panahon: AlDub Lessons in Marketing Strategy

On October 24, 2015, the AlDub Tamang Panahon Benefit Presentation garnered 41 million tweets. It was a world record that surpassed the previous record held by the World Cup Finals between Germany and Brazil. Add to that the phenomenal sales of McDonalds’ Chicken a la King meal and sales of McDonalds rose 470%.

This is a confluence of traditional media and new media (social media). It marks a paradigm shift in marketing and advertising. It also points to the Law of Marginal Utility wherein a tired old formula although working cannot beat a new idea. That Eat Bulaga had the “Fingerspitzengefuhl”  for the served, unserved and importantly the underserved segments of the market was proven correct.

Despite critics who would say that those who participated in the tweets had nothing better to do and were the unproductive sectors of Philippine society, Twitter unveiled its Twitter Map and the results disclosed that only 33.33% of the tweets emanated from the Philippines. That 66.66% of the tweets came from all around the world wherein many OFWs were based.

Eat Bulaga hit the jackpot on this one. In fact, it had even anthropological underpinnings. Two factors can be gleaned from this.

1.    OFWs can relate to the split screen relationship. They are in a relationship of that kind every day. The advent of technology now allows them real-time conversations with their loved ones in the home islands. But they are limited to such a 2 dimensional interaction. The frustration of not touching the loved ones is no stranger to OFWs

2.    Values. That the corny way that Lola Nidora would use traditional values in restricting the relationship might be a hindrance in the observation of most the viewers but it also harks back to something that was hopefully not lost. The Filipino has a dichotomy in himself that he will embrace new notions and modes but at the same time, when loved ones and family is the object, the Filipino tends to adhere to traditional values as a form of security. To have these traditions presented in a manner by the reverse and mutant reincarnation of the Three Stooges (JoWaPao) struck a nerve in the Filipino.

The current success of AlDub not only in entertainment but also in marketing, advertising and promotion can be likened to a social organism driven by the confluence of the factors mentioned above.

The following is an analysis of Josia Go and was published in the PDI on October 23, 2015, a day before the record breaking event that had even international marketers and advertisers observing the so called phenomenon. My own words end here.

The “AlDub” phenomenon has attracted many new viewers to the 36-year-old noontime TV show Eat Bulaga since July 2015.

Kantar Media Philippines said viewers nearly doubled to at least 4.8 million by September 26, 2015.

“AlDub” is a play on the names of celebs Alden Richards and Maine Mendoza, better known as “Yaya Dub.”

They rose to fame as a love team in the “kalye-serye (street series)” segment of the TV show.

The unconventional “antagonist” in their love story is the conservative Lola Nidora, whose take on the traditional Filipino values provide another comedic backdrop.

The formula has created a new fusion category of entertainment with values education.
Marketers can learn many lessons from the phenomenon:

1.    Are you trying to be unique in the same way?

Strategy is a choice. Before making a marketing strategy, the marketer must be aligned with the business strategy and recommend changes to management.

Many firms operate the same way. They follow the same logic based on best practices and benchmarking.

Best practices, however, are good only until the next practices are discovered. Benchmarking, on the other hand, makes you look more like your competitor.
Interestingly, Eat Bulaga did not follow the traditional ways in creating “Aldub”—which are to hire fairer-skinned celebrities, get sexy backup dancers, or create humor that may be potentially offensive.

In many ways, competition tries to be unique in the same way by following the logic of the industry. Eat Bulaga was courageous enough to inject values education to a noontime show.

2.    Is your unserved market bigger than your served market?

Kantar Media reported TV ownership in the Philippines stood at 15.5 million households. In July 2015, Eat Bulaga and Showtime had 2.5 million and 2.9 million households viewing them, respectively.

By Oct. 3, 2015, Eat Bulaga began to take the lead with 4.3 million households viewing, while Showtime’s dropped to 2.5 million.

A look at past data from market research leader TNS revealed that among teenagers and tweens, Showtime was the favorite TV show in 2011 among 30% of respondents versus only 8% for Eat Bulaga.

What happened in between is a very interesting case study of a lesser known strategy practice—the market-driving strategy.

Thus, the marketer needs to consider ways to attract the bigger unserved and underserved markets. Instead of doing the usual market-driven strategy that focuses on simply satisfying customers in the served market, the marketer needs to expand by exploring from a set of nine potential unserved and underserved clusters, collectively known as “New Demand Wheel” in Mansmith’s Market-Driving Strategy program.

3.    Do you understand the pain points of the unserved and underserved markets?

Many marketers are in love with their usage, attitude and image (UAI) annual ritual, but that is not the right source for the market-driving strategy.

Blame it on inadequate key performance indicators (KPI) that marketers are so engrossed with to keep their preferred-brand status.

Just look at the multi-vitamins category. They started by giving out one piece free, and then later, two pieces extra for a one week’s supply.

Brand preference is important, but it can’t be sustained without attaining brand relevance. The latter focuses on the right target market and their unmet needs.

The common factor in the unmet needs of noontime shows appears to be the thirst for clean, wholesome family fun.

4.    What new truths do you have that can help create a new category beyond mere brand-switching tactics?

Different categories now exist as Eat Bulaga has repositioned itself not just to entertain but to introduce values.

Companies can, of course, create more game-changing ideas before competition catches up. After all, ABS-CBN is not known to be a passive competitor as evidenced by their leadership in the primetime.

To create innovation, solving pain points is basic, but solving it in a pioneering way makes all the difference.

Eventually, even the served market patronizing competitive offerings would be willing to shift.

5.    What should you stop spending on that does not really add value?

The key to a pioneering market-driving idea is to challenge existing practices.

Why should a TV show hire celebrities instead of ordinary-looking people? Why is trash talk needed instead of encouragement?

Simply look at the list of what made winners win in the served market and begin from there.

Starbucks made its customer area bigger by at least 30% by removing the kitchen, an important part in the restaurant industry. Expertise in the served market can be a barrier to thinking out-of-the-box because it’s hard to stop practicing something that has been assumed as a given.

6.    Have you exhausted your options in formulating your strategy?

7.   The principle of selectivity is telling the marketer not to fall in love with the same marketing plan over and over again.

If Eat Bulaga creates a Twitter campaign, should its competitor have a counter campaign? If Eat Bulaga has a social media personality, should competition create one, too?

An inquiry with top executives of top retailers in the Philippines showed only a handful of their suppliers have category-growth strategies during business reviews. On the other hand, 99% have brand-growth plans based on brand-switching tactics.

This has become so bad that in many companies, marketing is actually no more than a promotions department. They forget that opportunity-seeking is the first step of the marketing management process.

In order for marketers to be more strategic, their existing market-driven world view must be balanced with a newer, market-driving strategy perspective through a fourth KPI—market penetration. This new KPI will create a longer-term view in the marketer’s orientation.

It’s time for marketers to go back and re-learn marketing. Remember, facts in a market-driven strategy are merely assumptions in market-driving.

(Josiah Go is chairman and chief marketing strategist of marketing training and advocacy firm Mansmith and Fielders Inc. He will be conducting the 28th Market-Driving Strategy executive bootcamp on Nov 25-26, 2015 to help marketers learn what has not been taught in schools. Follow his blog at www.josiahgo.com. He can be contacted at josiah@mansmith.net)

The Antonio Duo takes on the AlDub song

The duo, made up of siblings Isaiah and Andrai Antonio, collaborates with Keiko Necesario in this original composition for the kalyeserye trending worldwide, AlDub.

Watch more of their videos in their channel The Antonio Duo!!

Jay Bautista Shares Latest Findings In E-Commerce Summit

Internet and E-Commerce Research industry heavyweight Jay Bautista will be sharing his latest findings and insights on how the e-commerce market and user demographic is changing - that entrepreneurs need to know. Learn from his findings as it will be shared at the E-Commerce Entrepreneurs Summit on August 29 at BEST WESTERN PLUS Antel Hotel. Folks can still register for this event at http://ecommercebootcamp.digitalfilipino.com/course/e-commerce-entrepreneurs-summit-manila-2015-2/

Lloyd Tronco Caps A Decade Of Writing On OOH; Starts Anew With OUTDOOR.PH

If one were to name 5 names heavily associated to Out-Of-Home Media, it will come as no surprise that Lloyd Tronco's name will be in that list.

One of the original Out-Of-Home Media Strategists when agency managed OOH was not yet in vogue, Lloyd Tronco is the Executive Director of the Philippine Center of Out-Of-Home Media Research and Science which is the repository of information pertaining to Philippine OOH media.

After his stint with UniversalMcCann, Lloyd took to writing about OOH and monitoring the trends and changes in this vertical.  This was 10 years ago on a platform known as OutlookPH.blogspot.com .

This week, after speaking at the 1st OAAP National Summit in Davao, Lloyd capped a decade of doing OutlookPH and starts anew with OUTDOOR.PH .


Source: http://www.outdoor.ph/2015/08/lloyd-tronco-10-years-of-blogging-about.html

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Grace Poe Employs TV Broadcast Technology To Send Birthday Greeting To The Other Side

Seen yesterday on terrestrial TV.  

Grace Poe Employs TV Broadcast Technology To Send Birthday Greeting To The Other Side.

Best Billboard on EDSA Located!

Happy birthday Joy Manalo!









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PHD Strengthens Leadership in Indonesia, Appoints GM

9th July, 2015 | Indonesia – In a move strengthening its presence in Southeast Asia, PHD has
appointed Donna Arifin as General Manager of PHD Indonesia with immediate effect. In her new
role, Donna will lead PHD across all business functions, reporting to Rajat Basra, CEO of Omnicom
Media Group Indonesia. Donna replaces Ai Kusumastuti, who moves to Omnicom Media Group
Indonesia as Head of Accountability.

Donna joins PHD from MSN Indonesia where she held the post of General Manager, Sales &
Marketing, responsible for revenue growth, product adoption and her experience is grounded in
brand activation, strategic planning, and digital marketing. During the course of her career,
Donna has worked on key brands from the telecommunication, technology and FMCG sectors, like
Telkomsel, Bakrie Telecom, Microsoft, Intel, and Unilever.

Commenting on the appointment, Susana Tsui, CEO of PHD APAC said, “PHD markets in SEA have
been gathering strong momentum over the past few months. Indonesia is a high-growth market
that has been a part of key recent wins like Ferrero and SC Johnson. Donna’s appointment is an
acknowledgement of PHD’s ongoing commitment to grow our capabilities across all markets in
SEA by incorporating a strong leadership team. I am confident that Donna will take PHD to the
next level of success in Indonesia.”
Commenting on the appointment, Rajat Basra, CEO of Omnicom Media Group Indonesia said, “We
are delighted to welcome Donna to the network and look forward to working with her closely to
take the PHD brand even higher in this market. Donna is a unique talent with capabilities spanning
all corners of our business – digital, client, and media/publisher. She has a strong track record of
delivering effective results and understands the nuances of the market very well. Undoubtedly,
Donna’s diverse experience will strengthen and enhance the expertise, we have built for PHD in
Indonesia.”

“Ai has been brilliant in her former role and she is credited with building PHD’s reputation in the
market and putting together a strong talent pool. While we thank Ai for her achievements, I am
confident that she will value-add to Omnicom Media Group’s operations and further strengthen
it,’’ added Rajat Basra.

Commenting on her role, Donna Arifin said, “PHD’s culture and passion for the business resonates
with me and I am excited to join the talented team and lead PHD forward in its upward journey.”

For further information please contact:
Arun Saha, Marketing Communications Director, Omnicom Media Group Asia Pacific
+ 65 6876 6809 or arundhati.saha@omnicommediagroup.com

About PHD
PHD Worldwide is known globally as an innovator in communications planning and buying
across broadcast, print, digital, mobile, social and emerging media. Built on a culture of
thought leadership, PHD’s philosophy is “Finding a Better Way.” PHD is one of the world’s
fastest growing and most awarded media and communication agencies, with over 3,000 staff
working in over 80 offices worldwide.

PHD was named Global Media Agency of the Year 2013 at the Cristal Awards and Adweek’s
Global Media Agency of the Year 2012. In 2013 PHD also received Agency of the Year
accolades in the UK, New Zealand, Indonesia, Singapore, India, Shanghai, Taiwan, Australia,
Canada, Hong Kong, Malaysia and Sweden, as well as winning eight Cannes Lions awards.
The PHD network is part of the Omnicom Media Group (www.omnicommediagroup.com), a
division of Omnicom Group Inc. (NYSE: OMC)

www.phdmedia.com

A New Media Agency Alliance Emerges With Venus at the Helm

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!

Xurpas Acquires Quick.ly

Xurpas, the consumer technology firm of Philippines announced on May 18 that it had bought 666,666 shares of American start-up Quick.ly’s preferred shares at $1.50 per share for a total investment of $999,999. Xurpas acquired 4.5 percent stake for almost $1 million in Quick.ly, which represents its first investment outside Asia.

Idealab is the parent company of Quick.ly. It was founded earlier this year in Delaware, U.S. The American start-up is a search engine for mobile devices and aims to provide what the user is looking for more quickly.

“Expansion has always been on the top of the list of company’s priorities. It is the main reason why we decided to raise money through last year’s initial public offering (IPO). The acquisition of new distribution channels and world-class products will help the company to continue this expansion. The company is extremely pleased and honored to be an investor in Quick.ly,” Xurpas CEO and president Nix Nolledo said. The Philippine-based company raised $30.4 million through its initial public offering six months ago.

On the path of expansion

Xurpas’ portfolio of investments has expanded with Quick.ly becoming the fifth company in its list of acquisitions. The local firm’s earlier acquisitions include: Storm Flex Systems, local HR-tech firm, Singapore-based Altitude Games, Singapore-based multi-player games platform MatchMe and PT Sembilan Digital Investama, which is the owner of a mobile content company Ninelives, based out of Indonesia.

The company said it has charted a regional expansion plan by introducing “truly innovative” products and this investment into a company with “cutting edge technology” advances its goal. “We are both proud and humbled to be an investor in Quick.ly,” Nolledo added.

About Xurpas

Xurpas is a technology company for mobile users, which focuses on the production and improvement of digital services and products. Xurpas specializes in mobile commerce, online casual games, peer to peer mobile airtime credit transfers, messaging and social discovery applications,  call/SMS or data bundles.

Xurpas manages four casual game products in the Philippines: Grabagold, PlaySmart, Globe Games with Friends and Run Run Super V. These games are considered the largest casual games community in the Philippines and have over four million active users per month.

Xurpas’s net profit grew by 27 percent from the last year to P59.2 million in the first quarter, as enterprise businesses and mobile consumer boosted revenues. For the first quarter of 2015, revenues rose to 52 percent to P132.23 million, from P86.76 million in the previous year. Xurpas credited the jump in revenues to strong growth in its mobile enterprise and mobile consumer businesses.

Philippine Advertising Agency Wins Grand Clio for Out-Of-Home Media Category

TBWA Santiago Mangada Puno, based in Makati City, claimed victory early last week as it won a Grand Clio Image Award for the Out-Of-Home Media Category with its  "Water Billboard" for the Peerless Lion Corporation.

A proud moment for Managing Partner Melvin Mangada as he received the Grand Clio award in New York.

(http://www.clioimage.com/winners/2015/all/entry.cfm?entryid=801510392&ispartofcampaign=0&index=6)

Further recognition came when TBWA Santiago Mangada Puno became the only agency from The Philippines to collect metal at this year's One Show Awards, announced May 6, 2015 at the gala ceremony in New York.

TBWA Santiago Mangada Puno  picked up 1 silver Pencil and 2 Bronze Pencils for their "Water Billboard" for the Peerless Lion Corporation in the Design - Outdoor Design: Series, Design - Design for the Greater Good: For-Profit Initiated and Print and Outdoor - Outdoor: Installations and Ambient - Campaign categories respectively.

TBWA\SANTIAGO MANGADA PUNO / MAKATI CITY
Silver
Design - Outdoor Design: Series
Peerless Lion Corporation
Water Billboard

Bronze
Design -
Design for the Greater Good:
For-Profit Initiated
Peerless Lion Corporation
Water Billboard

Bronze
Print & Outdoor
Outdoor: Installations & Ambient - Campaign
Peerless Lion Corporation
Water Billboard

From its Facebook Page, TBWA\SMP declared, "We're so happy to announce that TBWA\SMP's HANA Philippines' Water Billboard was awarded the Grand Clio for the Out of Home category at the #ClioImage Awards. Woohoo!"

Click here for OOH Marketplace:

Related Post:

That Creepy Billboard On EDSA

People have been talking about it.  It is there.  It is real.

Netizens have been getting the creeps from a short footage currently being shown on an LED billboard on the northbound lane of EDSA.  The footage is a silhouette of a little girl on a swing. ... Read More

Omnicom Media Group Appoints Mary Buenaventura to Lead the Philippines

Manila, 28th April 2015 – Omnicom Media Group has announced a change in leadership in one of their rapidly growing markets in Asia Pacific – The Philippines. Nicanor Gabunada Jr. (Nic), has stepped down from his position as Omnicom Media Group’s current CEO, to pursue another opportunity in the industry. He will be replaced by Mary Buenaventura effective May 1.

In her new role, Mary is charged with the leadership of all Omnicom Media Group assets in Philippines, working alongside the senior management team and leads for OMD, PHD and M2M. Mary will report to Jasmin Sohrabji, CEO for Omnicom Media Group, SEA and India.

Commenting on the appointment, Jasmin Sohrabji, CEO for Omnicom Media Group SEA and India, said, “Mary brings a wealth of experience to our network. She is a stellar talent with strengths and accomplishments in a wide range of disciplines. Mary’s comprehensive knowledge of the local market coupled with her knack of delivering effective results will help in strengthening Omnicom Media Group’s capabilities and ensure that our momentum in this market is accelerated. I am delighted to welcome her to the network.”

On outgoing CEO, Nicanor Gabunada Jr.(Nic), Jasmin Sohrabji said, “Nic has driven 3 years of continued growth and stability. Our overall offering and value proposition in the Philippines is much stronger across all our brands, now. We are thankful for his leadership and wish him the best for his next challenge.”

Mary joins Omnicom Media Group from Y&R Philippines, where she held the post of CEO/President for the last 13 years. Mary set-up Y&R Philippines’ in-house integrated marketing communications capabilities, the first for Y&R’s Asian network and Wunderman – WPP’s digital and CRM agency. She also spearheaded agency service innovations, like digital and interactive solutions, CRM, shopper marketing, activation to name a few.

“The Philippines represents a very important growth market for us in South East Asia. Mary’s proven track record in driving growth and building strong cultures is exactly the type of leadership we need right now,” said Cheuk Chiang, CEO, Asia Pacific, Omnicom Media Group.

Commenting on her new role, Mary said, “It’s an exciting time to be in the media industry. I am looking forward to leading Omnicom Media Group in the Philippines by staying committed to the organisation’s vision and objective to be the very best across all of our operations.”

About Omnicom Media Group

Omnicom Media Group is the media services division of Omnicom Group, Inc. (NYSE: OMC). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

Omnicom Media Group is made up of several media specialist companies. Among them is OMD Worldwide (http://www.omd.com), the largest and most innovative media communications specialists in the world, and PHD Network (www.phdnetwork.com), a leading media services company widely recognized for its pioneering and innovative work for clients.

OMD International Appoints Scott Kimberley as Managing Partner

OMD has appointed Scott Kimberley as Managing Partner of OMD International, OMD’s specialist unit that manages multi-national client assignments, based out of Singapore. In this role, Scott will lead the OMD International team which manages OMD’s key global and regional client relationships.


An industry leader with over 15 years of experience, Scott joins OMD International from Mediacom Melbourne, where he is currently the Group Account Director. Scott previously ran Dell across Asia Pacific and Japan, retaining the account for 5 consecutive years. Prior to Mediacom, Scott was the Group Account Director at Mitchell and Partners.

 "OMD International works with a phenomenal roster of client partners and is currently in high-growth mode. Scott’s leadership will help us accelerate our vision and growth for our global and regional client partners. Scott’s experience across multiple categories including finance, technology, telcos and CPG and his flair for leading client relationships will be invaluable to the team. I am delighted to welcome Scott to OMD,” said Torie Henderson, President Global Account Management, Asia Pacific at Omnicom Media Group

 Commenting on his appointment Scott Kimberley said, “OMD is one of the leading brands in the industry with a proven track record of winning new business and delivering excellent work. I am delighted at the opportunity and look forward to the new challenge. “

 Steve Blakeman, APAC CEO, OMD, added, “OMD is always seeking to augment its teams with talent of the highest calibre and Scott is a perfect example of our strategy.”

 Scott will commence his new role in the first week of April, 2015. Based in the Singapore office, Scott will report to Torie Henderson.

 Omnicom Group Inc (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning, interactive, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

Media Outlook 2015 Speaker : Gabs Buluran

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.

Media Outlook 2015 Speaker : Jay Bautista

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.