Field experts share Media forecasts for 2017

Fiera de Manila along with Strategic Consumer and Media Incites and PhilCOuRSe took the initiative to have this program called Media Outlook which is done every year to share recent data as well as upgrades and insights on how media is being consumed by its target audience and consumers.

By understanding how consumers are behaving and how their lifestyles and preferences affect their purchasing decisions, people from the media will be able to strategize more effectively as well as on how they are going to spend their budgets.

Here are the resource speakers' Media Outlooks for 2017:

Traditional Media

According to Gabriel Buluran, General Manager, Kantar Media Philippines

Gabriel Buluran,General Manager, Kantar Media Philippines

1. Digital media consumption increased but is not exclusive.

2. Mobile media consumption addresses out of home media need.

3. Traditional media still driven by content.

4. Digital extends traditional media.

5. Traditional media feeds digital media.

6. Advertising on traditional media has increased.

Jay Bautista and Gabriel Buluran at the Q&A portion for Traditional Media

“Let traditional media be the oxygen that sustains the fire. May digital media be the gasoline that could make this flame bigger but let’s hope that it does not suck all the oxygen and extinguish all the fire."
- Gabriel Buluran

Digital Media Outlook

According to Jay Bautista, General Manager, Strategic Consumer and Media Incites Inc.

Jay Bautista, General Manager, Strategic Consumer and Media Incites Inc.

The challenge in the Philippines in terms of outlook next year continues to be measurement. We still do not have a standard currency that will make digital accountable to the advertisers.

Jay Bautista and Norelyn Babiera at the Q&A portion for Digital Media

Lloyd Tronco, Executive Director, Philippine Center for Out-of-Home Media Research and Science (PhilCOuRSe) giving an introduction for OOH Media

OOH Media Outlook

According to Norman Davadilla, OOH Director, Publicis One Media

Norman Davadilla, OOH Director, Publicis One Media

1. OOH spend to grow double digits driven by both static and digital formats.

2. Amplification of messaging through creative execution

3. Increased use of data and analytics to demonstrate performance and accountability.

4. Digital screens will continue to increase.

5. MRT & LRT to contribute more than 2 billion in 2017.

Lloyd Tronco and Norman Davadilla at the Q&A portion for OOH Media

Photo credits: Fiera de Manila, Inc. https://www.fmi.com.ph/event-gallery/media-outlook-2017/

Southeast Asia Agency of the Year 2016 winners: Philippines

For 23 years now, Campaign Asia-Pacific’s prestigious Agency of the Year competition have recognized leadership, management excellence, outstanding business performance and overall achievements in Asia-Pacific’s advertising and communications industries.

Listed below are the advertising and communication agency winners from the Philippines. These winners will have the opportunity to compete in the overall Agency Network of the Year awards.

AGENCY CATEGORIES:

Philippines Creative Agency of the Year:

Gold: Dentsu Jayme Syfu

Silver: Ogilvy & Mather Philippines

Bronze: Leo Burnett Manila

Philippines Media Agency of the Year:

Gold: ZenithOptimedia Philippines

Silver: OMD Philippines

Bronze: UM Philippines

Philippines Digital Agency of the Year:

Gold: MRM//McCann Manila

Silver: NuWorks Interactive Labs, Inc.

Bronze: Dentsu Jayme Syfu

Philippines Independent Agency of the Year:

Gold: IXM Philippines

Silver: Seven A.D.

Bronze: NuWorks Interactive Labs, Inc.

Southeast Asia Experiential Marketing Agency of the Year:

Gold: The Secret Little Agency Singapore

Silver: The Huddle Room (Philippines)

People Categories

Southeast Asia Talent Management Person/Team of the Year:

Winner: DDB Group Philippines Talent Management Team | DDB Group Philippines

Runner-up: Havas Ortega Talent & Culture Development Team | Havas Ortega Philippines

Southeast Asia Young Achiever of the Year:

Winner: Jade "Jedd" Ilagan | IXM Philippines

Runner-up: Ryan Dwana | TBWA\Indonesia

Runner-up: Angela Thakur | Y&R Philippines

Former Yahoo! Executive is now GetCRAFT Philippines' Managing Director

Kate Delos Reyes, Managing Director, GetCRAFT Philippines

Kate Delos Reyes, former media head and country manager for Yahoo! Philippines, was recently appointed as the managing director of GetCRAFT’s new office in Manila, Philippines.

Delos Reyes’ more than 10 years of work experience include being with Globe and Yahoo! Philippines. She has expertise in content, social media, strategy, operations, marketing, communications and business development.

GetCRAFT is Southeast Asia’s premier content marketplace. They have worked on more than 1,700 projects for over 130 brands such as Unilever and Samsung. Moreover, GetCRAFT has established strategic partnerships with GroupM, IPG (Interpublic Group of Companies), Havas, Starcom, and DAN (Digital Agency Network).

Anna Testa is now Publicis Manila's MD

Anna Testa, Managing Director, Publicis Manila

Advertising and marketing veteran Anna Testa was appointed as the Managing Director of Publicis Manila.

With over 20 years in the industry, Testa has worked with brands for multinational clients like P&G, Nestle and McDonald’s. For 11 years, she has been working outside the country, handling various global brand leadership roles for P&G in Leo Burnett Singapore, London, and Tokyo.  She was Leo Burnett Singapore’s Global Brand Director for P&G Global SK-II. On June 2015, Testa returned to Manila and served as Y&R CEO.

Publicis Manila is part of Publicis One Philippines which is a global communications enterprise that brings together Publicis Groupe’s agency capabilities and expertise under one roof.

MediaCom’s MD promoted as CEO

Nap Carrao, CEO, Mediacom

Current MediaCom managing director Nap Carrao was promoted as CEO of MediaCom Philippines. After seven years of being MD, he is to assume office as the company’s CEO immediately. Carrao will report jointly to Mark Heap, CEO of MediaCom APAC, and Puneet Arora, CEO of GroupM Philippines.

The new CEO began his MediaCom tenure in 2006 and became the Head of P&G for two years. It was in 2009 when he was promoted to managing director.

Under Carrao's leadership, MediaCom has tripled in size and has won new assignments from brands such as P&G, Jollibee, Banco de Oro, Monde Nissin, and Unilab. They also won an array of industry awards including Media Agency of the Year by the 4A’s (Association of Accredited Advertising Agencies of the Philippines).

Digital Marketing Association of Hong Kong

Founding members of Digital Marketing Association of Hong Kong (L-R): Rico Chan, Yahoo VP and GM, Hong Kong, India & Southeast Asia, sales; Kevin Huang, Pixels CEO; Elsie Cheung, SCMP COO; Mai Wah Cheung, Next Digital group chief information officer and chief technology officer; Victor Cheng, ComScore VP, North Asia; Anita Lam, head of FMCG and Retail, Greater China, Facebook; Lars Bratsberg, industry leader, agency, Google.

Source: www.campaignasia.com

Seven of Hong Kong’s largest digital players have come together to form the Digital Marketing Association of Hong Kong. Among the founding members are Pixels, ComScore, Facebook, Google, Next Digital, South China Morning Post, and Yahoo!

It was Pixels along with two other companies who first initiated the idea of having an advertising industry body. They saw the need for setting standards and measurements for digital marketing and growing its talent pool. Moreover, they wanted to establish a Hong Kong chapter of the Interactive Advertising Bureau.

Along with the seven founders, the association now has a pool of 36 members composed of agencies, and several brands such as HSBC, Standard Chartered, and Expedia.

DMA Hong Kong aims to advance the market by focusing on measurement standards and training.

OAAP board of directors holds meeting on 21st of September 2016

Meeting of OAAP board of directors with Atty. Lorna Kapunan as special legal counsel.

Photo credits: Nextmedia

Encounter Negros island at the 31st Negros Trade Fair

Experience what Negros is all about at the 31st Negros Trade Fair this coming September 14-18, 2016 at the Glorietta Activity Center. With the theme “Biodiversity In Tourism”, this 31st edition promises an even more extensive view of this glorious province and what it is to be Negrense.

Encounter the ingenuity and creativity of the Negrenses with the vast array of products ranging from household products, fashion items and accessories, furniture and furnishing, gifts, and décor, all tastefully created and meticulously crafted. Every year the members of the Association of Negros Producers ALWAYS outdo themselves, exceeding the already astronomical standard of quality and style that they achieved the previous year. Whether your 9 or 90, you’ll find that little (or LARGE, actually) piece that you just gotta have…whether for yourself or as a gift, you’ll surely find what’s just perfect.

And, of course, who hasn’t heard of the raves about the wonderful assortment of tastes from Negros that would make anyone salivate? From the famed inasal to those little sweet “kakanins”, biscuits, and what have you….just a gastronomic delight!!! Plus, with the Slow Food Convivium of Negros Island, you’ll savor tastes that are so unlike the oily, greasy, UNHEALTHY fast food that floods the malls. This is one of the few venues where you will find that there is food that can be both described as “delicious” as well as “healthy”.

All this has always graced the Negros Trade Fairs of past and visiting has always been a wonderful experience for all the guests.

But this year’s edition promises even more. Aligned with its theme, guests will see the bounty and diversity with which nature has blessed this island paradise. With the help of the Philippine Reef and Rainforest Conservation Foundation Inc. (PRRCFI) and Philippine Biodiversity Conservation Foundation Inc. (PBCFI), guests may discover the wealth of Negros’ natural resources with different exhibits and activities both for the youngest of the young and the oldest of the old.

So the 31st Negros Trade Fair is, simply put, a must for everyone, bar none.

Source: Association of Negros Producers

Be protected with Pokésurance

Yes, it exists! Players of the augmented reality game, Pokémon Go, can now be protected through an insurance called Pokésurance. It can cover personal, mobile phone, motorbike, and car accidents caused by the game. With the frequent accidents caused by Pokémon Go and the most recent news on its first fatality in Japan, Asia Insurance, a Thai financial brand, came up with the idea of protecting the gamers through an insurance called Pokésurance. It includes options for personal accident insurance - 30 baht (40.45php) for 30 days, mobile phone insurance - 99 baht (133.47php), motorbike insurance - 199 baht (268.29php), and car insurance for 499 baht (672.76php).

Asia Insurance is the first to offer this service to the mass which can be bought online.

The emergence of Pokémon Go has tempted many businesses to discover ways to be able to form partnerships with the said app. However, only few were successful in this endeavor like McDonald’s and Asia Insurance.

Mcdonald’s splits with Leo Burnett, consolidates with Omnicom

After four months of review, McDonald’s has decided to end their 35-year relationship with Leo Burnett. The global fast food chain has chosen Omnicom over Publicis Groupe’s Leo Burnett to handle it U.S. creative account.

Deborah Wahl, chief marketing officer of McDonald’s USA, said that Omnicom will be McDonald’s new partner for all the national marketing projects starting January 1, 2017. Further, she stated that Omnicom has built a “new agency of the future” with McDonald’s that has digital and data at heart allowing them to be “customer obsessed” in everything that they do.

Following the win, Omnicom will launch a separate unit based in Chicago that will make the marketing initiatives of McDonald’s. The still un-named unit will be in coordination with DDB and other Omnicom media agencies including Annalect, sparks & honey, Critical Mass, and others.

In an interview with DDB North America CEO Wendy Clark, she said pitching for one of the most iconic brands was a hard-fought win. Their main goals were to “create, operationalize, and deliver” what was briefed to them. Hence, DDB created a customized agency for the brand which constitutes all the best and brightest talents they have across all the agencies of Omnicom.

The decision of McDonald’s really reverberated in the business community, especially in advertising industry, and ended one of the most closely watched reviews in the past years. The spokesperson of Leo Burnett said that the news was very disappointing for them; however, they are proud and thankful for the chance given by McDonald’s to work with them for 35 years. Still, Leo Burnett wishes McDonald’s continued success .Two of their compelling ad campaigns for McDonald’s was “All Day Breakfast” and “I’m Lovin’ it”. Wahl mentioned in an interview that there’s still uncertainty on whether to retain the famous tag line or not, but for now it will still be used.

Earlier this year, there have been rumors that during the review, which included WWP, Omnicom, and Publicis Groupe, that WWP dropped out the race for Mcdonald’s account. Some sources say that it was because the multimillion food chain was asking the companies to work at cost. But Wahl and WPP refuted the issue and declined to elaborate on it.

Regardless of the controversies McDonald’s has faced with regard to retaining market sales, the giant fast food chain still remains as one of the biggest single advertisers in the United States.

Russian bank answers problem of Pokémon Go-related accidents

Russia’s largest bank and life insurer, SbérBank, is offering free Pokémon Go-related accident coverage to gamers visiting PokéStops near its bank branches across the country. Following the frequent accidents caused by Pokémon Go since its emergence, the company felt obliged to do something about it. They don’t only protect the gamers from unforeseen incidents while playing; but, they also help them catch Pokémons. All PokéStops near SbérBank branches across Russia are equipped with special modules that attract Pokémons. In effect, the players will no longer have to roam around the city to catch ‘em all. However, the said modules are only active during the office hours of SbérBank.

For Pokémon players who would still prefer to walk around the city while searching for Pokémons, SbérBank offers a free accident insurance which they can activate by visiting sberbankgo.ru where they will be asked to enter their nickname and mobile phone number.

In their press release, IC SbérBank Life Insurance head Maxim Chernin stated “As the biggest life insurance company in Russia, we feel our responsibility for the participants of Pokémon Go, the game that gains immense popularity now. Considering the number of news from around the world about players being injured while catching Pokémon, we created a special product that will be free for the players. It is also important for us that the product will help to raise the financial literacy of the population: while playing, the younger generation will be able to get acquainted with such financial tool as insurance”.

Chernin also said that SberBank’s Poké-program has another goal as well. “It is also important for us that the product will help to raise the financial literacy of the population,” she says. “While playing, the younger generation will be able to get acquainted with such financial tool(s) as insurance.”

SbérBank Life is the only insurer to offer an official Pokémon Go related policy to date.