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.

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.”

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

Look who’s back! Digital Marketing Conference Philippines Reload 2016 happening again this July 14 & 15

The previous digital marketing conference in the country made a great impact to its attendees. In fact, many insisted for another one as they realized that the conference really gave them profound understanding and knowledge to get their businesses or companies along with today’s digital age. Because of this, many will surely be happy as the Digital Marketing Conference Philippines will happen again this year!

Digital Marketing Conference Philippines Reload 2016 is a two-day seminar which aims to help the marketers and other attendees in getting ahead with digital marketing success. The event will fast track on July 14 and 15, Thursday and Friday at SMX Convention Center, SM Aura Premier, Taguig City. 

The seminar as organized by Neo Trade, will cater on both beginners and those already knowledgeable in digital marketing. The conference topics include: strategy and planning, analytics, websites, social media, search, and mobile marketing. It targets those in the academe, agencies, entrepreneurs/SME’s, professionals, BPO sourcing & marketing personnel, government personnel, marketing specialists, brand advertisers, business leaders, website owners, and as well as students to attend and participate in the said conference.

This year’s Digital Marketing Conference Philippines Reload will give new faces to issues and trends regarding mobile and digital marketing field as it will let the attendees meet and interact with industry experts, and as well as provide an overview of the key aspects and effectively utilize them in producing marketing plan for their businesses. The YES members are encouraged to attend and are given worthy discounts for the registration fee. 

For more information about the designated seminar fees and other queries, visit their website at www.neotrade.co or their FB page at Neotrade Events. Interested attendees may also call Neotrade at 9380837 or 09167312040 for additional clarifications and details.

Repositioning Presidential Candidates

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.

Efficascent Oil and Shoestring Budget Marketing

Many of us by now know what is Efficascent Oil and Omega Pain Killer, brands that are not even Manila-based but we never knew about it nor did not even care where they were made. All we know is that they come with top of mind recall whenever such products against aches and pains are needed by us or by family members.

For example, Efficascent Oil has been around for 60 years. The writer cannot recall the last time he has seen a billboard, heard a radio commercial and can only recall a TV spot more than 10 years ago. But why has Efficascent Oil managed to hold on to its market position for so long on a Marketing and Advertising “Non-Strategy”?

Mr. Stanley Uang , VP-Marketing of International Pharmaceutical thus answers,  “The most central to this philosophy of allocating a shoestring budget is to make every peso count. Whether it is in negotiating with media networks in providing more spots or to include creative executions in addition to the spots, or making those few spots count with good marketing content or an endorser who fits the positioning of your product or your communication, or to be very strategic in your communication in terms of target audience. All these will make your advertising pesos go a long way.”

But again, the strategy for Efficascent Oil is that on its first 20 years, it was marketed as medicine but using massage as the delivery system. Those who are averse to taking pills would rather use a non-invasive form of therapy. Also, by using this method, Efficascent Oil was able to widen its distribution. As mentioned above, it is not a Manila-based company. It is based in Cebu, the distribution phase using its “massage therapy” marketing came mostly by word of mouth from users to new customers. Now on its next 20 years, it has now gained a name brand of its own and is easily differentiated from other “me too” brands and it has 60 years of existence to fall back on.

It must also be noted that geographically, being based in Cebu makes IPI centrally located in the Philippines and that makes the company easier to distribute and market. Thus, a Shoestring Marketing Strategy is makes sense given the factors cited.

Failing Forward by Josiah Go

(This was a speech given by Advertising and Marketing Guru Josiah Go)

Thanks to Inquirer columnist Henry Ong for inviting me to speak at last year’s Failing Forward Conference. I could not say no to Henry, thus, had to rush from the sales rally of Waters Philippines to Meralco Theater in Ortigas.

Many people think I have always been excellent in what I have been doing, like I was a born leader, a natural entrepreneur, a focused achiever – after all, modesty aside, I am the first and only business educator whose works have swept all major awards (Agora in 1994, Ten Outstanding Young Men in 2001, Ten Outstanding Young Persons of the World in 2012, Lifetime Achievement Award in Marketing Education in 2007), not to mention recognition accorded to me as an entrepreneur.

And yet behind these successes, were a set of failures that have actually shaped my courses of action and decisions that have led me to where I am today. Consider the following:

I was a C student in elementary and high school.

In 1985, I invested and lost all of our wedding gift money in commodities trading. This was without my wife’s knowledge and because of my greed. I had more liabilities than assets in 1985-86 (economic term for bankrupt).

I failed in my first product venture – the importation of TDK audio cassettes in 1985 when I thought I could fight a price war with the gray market.

I repeated my audio cassette mistakes by distributing Goldstar audio tapes, a less popular brand that didn’t attract smugglers like TDK’s, in 1986.

After 6 years, I had to phase-out my second product venture (Sanyo small appliances) due to foreign exchange fluctuations in 1991.

I closed some divisions and four Vismin branches of Waters Philippines due to poor collection and internal control in 1992.

I caused a sales revolution by changing the interpretation of the requirement of a sales compensation plan in 2004.

As an angel investor, I agreed to invest several millions in a restaurant without much due diligence in 2010 and lost quite the sum.

Most seriously, and something I will forever regret – I was an absenting dad of my twins in their formative years, and they had to put up with just my presence because I was tired from work. I am still learning how to make up for these lost years and have been blessed to be given so many chances.

Of course, I had a lot more successes than failures and I have realized many times over, the following lessons:

Ultimately, people forget your failures and remember your achievements. We must, however, not forget the lessons learned so we remain humble amidst the successes.

Admit mistakes and appreciate the kindness of others. Be transparent and earn their trust.

Don’t keep adding products and projects with no clear purpose or value. Ask what you should stop doing before you start doing.

It may take more than one time to learn. Spend time to evaluate and redirect as soon as failure becomes imminent.

What worked in the past may not always work in the future.

There are times when one must take one step backward, but leap two steps forward.

Managing change is managing emotions and mindsets.

Your most confident moment could be your most vulnerable moment.

Distinguish important tasks from real treasures.

An Irish blessing states “May you have the hindsight to know where you’ve been, the foresight to know where you are going, and the insight to know when you have gone too far.” I have learned my lessons and continue to build on my life’s experiences to keep me grounded and as authentic as I hope I can be. I share my failures so people can learn from them as I have. This is also because I do not want to repeat the mistakes of the past and hopefully gain enough wisdom and discernment as I move toward fulfilling my life’s purpose.

Source: http://josiahgo.com/failing-forward-by-josiah-go/

How brands can improve their strategic planning for 2016

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


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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.

Court of Appeals : MMDA has power to regulate billboards

Once again, the outoor advertising industry is at siege.  Last week, the Court of Appeals (CA) has affirmed the power of the Metropolitan Manila Development Authority (MMDA) to regulate billboards and advertising signs along major roads in the metropolis.

The CA released a 21-page decision stating the appellate court’s Second Division reversed a 2013 ruling of the Makati City Regional Trial Court (RTC), which stopped the MMDA from issuing clearances and permits for advertising billboards.

The CA held that Makati RTC Branch 58 Judge Eugene Paras committed grave abuse of discretion in granting the petition filed by advertising firms.

The CA dismissed the complaint filed by Summit Publishing Co. Inc., Bigboard Advertising Corp. and Sygoo Enterprises questioning the validity of a memorandum of agreement between the MMDA and the Department of Public Works and Highways (DPWH).

The DPWH deputized the MMDA to implement provisions of the National Building Code and regulate the issuances of permits for the installation of billboards.

The advertising firms filed a petition for the issuance of a writ of injunction against the MMDA after the their applications for billboard permits were denied for failure to comply with the requirements set by the MMDA.

They questioned the validity of memorandum circulars issued by the MMDA pertaining to guidelines for the issuances of permits for billboards. 

The Makati court issued a writ of preliminary injunction restraining the MMDA from confiscating, rolling down and demolishing billboards and other items similarly engaged in the business of outdoor media advertising.

The ruling was penned by Associate Justice Remedios Salazar-Fernando. Associate Justices Priscilla Baltazar-Padilla and Socorro Inting concurred with the ruling.

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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50 Shades of Marketing: Asian Marketing Leadership Summit

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Top 5 Outdoor Ad Companies in PH for 2014 Bared

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".

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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

Department Of Tourism Uses OOH Media In London

If Out-Of-Home Media is the second top awareness builder here in the Philippines (next to TV), imagine how it ranks in the City of London where most people are pedestrians and are highly engaged by posters, bus ads, and Tube cards.

For this reason, Tourism Secretary Ramon Jimenez, instructed sales and promotions officer of the Department of Tourism at the Philippine embassy in London, Richard de Villa, to implement a massive outdoor campaign which employed 25 London buses and 110 black taxis for the entire duration of 2015.  The strategy used for “Visit the Philippines Year 2015” is very sound given that most high street retail brands also employ OOH for their launches.

Over the past few years, the UK has been the highest source of tourism arrivals from Europe.  Last year, the UK registered one of the highest growth rates.

The branding featured multiple Philippine destinations: Vigan, Banaue, Siargao, Boracay, Palawan, Cagayan de Oro, Albay, Bohol and Davao. It was the largest outdoor advertising effort initiated by the country in London so far.

Click here for OOH Marketplace:

Related Post:

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

In a recent talk at Media Outlook 2015 at the Fairmont Hotel in Makati, Lloyd Tronco cited the increasing cost of OOH media.  In this respect, since 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