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

Digital Out-Of-Home Media : The Education Should Continue

Lloyd Tronco, Convenor of the Philippine Forum on
Digital Out Of Home Media

Despite the growing acceptance of outdoor media as a mainstream medium, OOH still has a long way to go in terms of reaching a status of reverence.

Almost everyone in the circle of advertising and media are familiar with the blatant absence of regulation in the medium brings about a Wild,Wild West mentality among vendors.  By saying so, placements are not controlled in terms of position, size, and execution.  Take that further into Digital Out-Of-Home and everything gets even more confusing.

It is not just the rates and variety of packages that clients and planners need to contend with, it is also the understanding of the nuances of the medium which practically everyone in the industry, including creatives, need to come to grips with.

It was for that reason that in the early days of digital signage, the Philippine Center for Out-Of-Home Media Research and Science spearheaded the First Philippine Forum on Digital Out-Of-Home Media.  That took place in 2010 and a clear 5 months before there was even a Digital Signage World Asia in Singapore! 

At the First Philippine Forum on Digital Out-Of-Home Media, we were greatly elated to have DOOH guru Manolo Almagro to be with us.  At that time, he was still residing in the country doing his consulting for Jollibee and Globe.  Year after that, we had DOOH 2 which again was a big hit having Ricky Baizas of Nestle and no less than Bob Michaels of the Digital Screen Media Association.

DOOH.2 with Bob Michaels, Ricky Baizas, and Christian Besler

On the third year, it just got bigger.  Thanks to Willy Soong who was the newly appointed distributor of Daktronics, the DOOH 3 took place at the Jaguar Lifestyle Center in BGC.  Ron Graham flew in to Manila, as did the folk from Christie, Julianna Tong and the gents from Daktronics.  Research guru Jay Bautista also weighed in.

From there, we somehow slid back.  There was a DOOH 4 but it was not of the scale as DOOH 1, 2, and 3.  Zeno Martinez and myself know the reasons why the momentum tapered off, but it is not for us to discuss here.  Nevertheless, young as it is, there has to be a constant stream of "Learning Series" to feed and fuel the proper use of digital signage.

As it is, all we see are display ads which hardly maximize the full potential of the LED and LCD screens.  Yes, the images are moving, but that is all there is to it.

So the education must continue.  As usual, Bing Kimpo and I by default are the voices crying out in the wilderness trying our best to advocate good use of Digital OOH.

It is my hope that this year, 2016, the stakeholders of Digital Signage and DOOH will rally behind further educational events.  After all, once the clients/advertisers see that DS/DOOH works, anything invested towards the educational events will pay off.

Then DOOH ads will no longer be the mere moving displays of re-purposed TVC edits as we are so used to seeing.

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.

OAAP Holds First Ever National Summit In Davao

The Outdoor Advertising Association of the Philippines (OAAP) held its first ever National Summit in its 50 year history at Waterfront Insular Hotel in Davao City with the theme: “Let’s Go Outdoor!” last Saturday, August 22, 2015, in conjunction with the annual Kadayawan Festival in the City.

About 90 Outdoor Advertising practitioners throughout the country attended hailing from OAAP Chapters in the NCR, North Central Luzon, Visayas and Mindanao.

With the growth of the Philippine economy, the Out-of-home Industry is gearing up to become a relevant player in this unprecedented push for share of the market in terms of advertising spend. The summit was led by OAAP Chairman Mr. Frank Abueva and OAAP President Mr. Rod Guevarra. Five Speakers are spoke before the group: Lawyer to the Stars, Atty. Lorna Patajo-Kapunan as Keynote Speaker and Guest of Honor, followed by Philippine Center for Out-Of-Home Media Research and Science (PhilCOuRSe), Executive Director and former OAAP Board Member, Mr. Lloyd Tronco spoke on the Latest Updates In Managing An OOH Business. Also in the line-up of speakers were Globaltronics VP for External Affairs & Partnerships and current OAAP P.R.O., Mr. Nato Agbayani who spoke on Rich Media Marketing Via Digital OOH.

Powerhouse speakers coming from the Franchising and Advertising industries were lined-up for the afternoon session. The legendary RK Franchise Consultancy Founder, Mr. Rudolf Kotik spoke on Franchising and Intellectual Property, followed by Advertising Guru and IPG Media Brands Philippines CEO, Ms. Venus Navalta who spoke on What’s Next in the World of OOH.

Billboards : An Industry of Congestion

BEING stuck in traffic has become part of everyday life in the Philippines — the cost people pay to enjoy the benefits of city living.

But the frustrations of many can be a gold mine to some — and it’s hard to imagine an industry benefiting more from road congestion, with the captive audience it creates, than billboard companies.

“Traffic is a main contributor to the growth of out-of-home (OOH) media because as people are stuck in the cars and in public transportation, the more they will be away from traditional media,” said Lloyd Tronco, Executive Director of the Philippine Center for Out-Of-Home Media Research and Science (PhilCOuRSe), in an interview with BusinessWorld.

For Mr. Tronco, the OOH media industry, which is behind the billboards on major thoroughfares, is “fueled by traffic,” and that until the congestion problems are solved, OOH “will become more relevant.”

THE ECONOMICS OF BILLBOARDS

The average travel time on EDSA, from Monumento to Taft Ave., is 95 minutes, which can rise to 180 minutes in peak hours. Data from the Japan International Cooperation Agency and the the Land Transportation Office suggest that clogged roads in the Philippine capital cost the economy P2.4 billion a day, or around P200 per capita.

Part of the reason for this congestion is that hardly anyone ever stays home. Astudy published by PhilCOuRSe reveals that only 14% of Filipinos stay at home 100% of the day while the 86% are out and about, creating the traffic that helps make OOH a viable alternative to other forms of media.

“And even for the 14% who say they remain at home, within the span of the time they are at home, a quick run to the corner sari-sari store will expose them to an outdoor ad. Though not necessarily a big billboard on EDSA, it is still OOH media,” Mr. Tronco said.

Billboards are nothing fancy technology-wise — in fact they’re thought to be one of the earliest forms of advertising. They took off sometime in the late 18th century, when lithography made the commercial printing of large signs possible.

Yet the old dog still has has a lot of tricks in it — in the Philippines OOH media spending commanded 11.2% of total advertising expenditure in 2013 — significantly higher than the global average of 7.4%. That 2013 represents a steady rise from 7% in 2007. But the conditions for the rise of OOH were sown long before, in the dramatic rise of vehicle ownership over the last three decades, from a mere 446,000 in 1980 to 1.9 million in 2010.

Beyond vehicle ownership and congestion, could there be cultural reasons behind the popularity of the medium?

“Pinoys love billboards,” Mr. Tronco said. “Even at the turn of the century, you will find billboards posted on the top of stores in Binondo and Escolta... It is the quickest way to tell the public that you are selling something.”

“Add to the fact Pinoys are artists. The popularity of billboards is tied in with the fact that many sign painters could come up with good signs in a few days. Recently, the quick turnaround in terms of production due to digital tarpaulin printing made it even more popular,” he added.

Remrick E . Patagan, Research Director of the Institute for Development and Econometric Analysis (IDEA), believes the growth of the OOH “billboard” industry hinges on the natural reliance on visual focal points, especially when traveling.

“Because people tend to rely more on their sense of sight, visual forms of advertising becomes more appealing. They (the billboards) also have an advantage in terms of being seen by a wide range of people over multiple times,” he told BusinessWorld via e-mail. “This helps create lasting impressions that can be reinforced through repeated visual contact.”

He also shares Mr. Tronco’s insight that “traffic congestion likely plays a large role in the growth of out-of-home advertising ” as slow speeds on the roads force commuters to be consumers of OOH media.

“Traffic congestion leads to slower vehicular speeds and long commuting times, essentially creating a captive market of commuters that can be exposed to visual advertisement,” Mr. Patagan said.

He added that contributing factors would be “population density, with Metro Manila having one of the highest in the world, and lack of regulation.”

ON REGULATION

The process of erecting billboards, according to Zeno Martinez, Business Innovations Manager at NextMedia Advertising & Communications, is a collaboration between the vendor and the advertiser.

“The billboard is owned by a vendor. The vendor puts up the structure then leases the property — he sells it to the agency or the advertiser,” he told BusinessWorld in an interview.

The contracts for billboards, according to Mr. Martinez used to be standardized at one year, but terms have shortened as advertisers become more aggressive with their campaigns. “Usually the practice is a three-month campaign whether it’s for a new consumer product, real estate, etc.” 

When it comes to regulation, however, there are no clear guidelines on the installation and operation of billboards, and the current arrangements mean the industry is largely self-regulating.

With the closing of the Advertising Board of the Philippines in October, much of the regulation fell onto the lap of the Outdoor Advertising Association of the Philippines (OAAP) — formed by advertisers in 1964 to promote the growth of the industry. 

But according to Mr. Tronco, who is also a member of the OAAP, the government needs to step in with laws to govern the industry.

“A Magna Carta is needed for everything to be clearer because right now, the billboard operators are building on the basis of obtaining building permits and following the building code. But there are no clear stipulations pertaining to billboards. It’s a gray area,” he added.

It was an unexpected event from 2006 — typhoon Milenyo (international name: Xangsane) — that helped tighten up building standards after the toppling of more than 20 billboards.

“Things became stricter. Whenever there’s a storm or typhoon nearing, we broadcast it to the members of the OAAP to take them (the billboards) down,” said Mr. Martinez.

“The supplier bear the costs of putting them down but the advertisers don’t charge extra for the lost exposure time. By now, the advertisers 
understand that it has to be rolled down because if they topple, they’ll be the ones to draw the flak from social media,” he added.

Much of the controversy about billboards involves allegations that they constitute a traffic hazard, and that the space used for billboards could have been used for other things, which Mr. Tronco disputes

“There is no substantial data that will show that an accident was caused by billboards. In fact, the distractions of mobile devices are more dangerous. Nowadays, people text or check their Facebook while driving.”

Mr. Martinez concurs. “If you track accident data, the main causes are reckless bus drivers, taxi drivers, driving while texting, etc. The targets of billboards are mostly commuters or passengers, not the drivers themselves. In fact, I think, psychologically, billboards provide relaxation for those stuck in traffic.”

As for the space argument, Bank of the Philippine Islands Associate Economist Nicholas Antonio T. Mapa believes that “In terms of efficiency, I would have to say it is given that the space cannot be used for any other purpose, save for advertising.”

For his part, Mr. Patagan says: “Whether the use of billboards and other forms of outdoor advertising represents an efficient use of space will largely depend on how society values visual spaces. Those values will in turn be determined by physical, cultural, and socioeconomic conditions.”

He added that “the prevalence of billboards and outdoor advertising is premised on the assumption that visual space is best used for commercial purposes, with corresponding economic benefits for both advertisers and owners of the properties where the ads are located. But others might value clear urban sight lines over visual ads, for instance.”

- Agbayani P. Pingol, BusinessWorld University Edition Vol. 1 Issue 19

Outdoor Advertising Industry Holds 1st National Summit In Davao

The Outdoor Advertising Association of the Philippines (OAAP) will hold its first ever National Summit in its 50 year history at Waterfront Insular Hotel in Davao City with the theme: “Let’s Go Outdoor!” from August 21-23 in conjunction with the annual Kadayawan Festival in the City.

About 100 Outdoor Advertising practitioners throughout the country are expected to attend from OAAP Chapters in the NCR, North Central Luzon, Visayas and Mindanao.

With the growth of the Philippine economy, the Out-of-home Industry is gearing up to become a relevant player in this unprecedented push for share of the market in terms of advertising spend. The event is led by OAAP Chairman Mr. Frank Abueva and OAAP President Mr. Rod Guevarra. Five Speakers are set to speak before the group: Lawyer to the Stars, Atty. Lorna Patajo-Kapunan as Keynote Speaker and Guest of Honor, followed by Philippine Center for Out-Of-Home Media Research and Science (PhilCourse), Executive Director and former OAAP Board Member, Mr. Lloyd Tronco to speak on the Latest Trends in OOH. Also in the line-up of speakers is Globaltronics VP for External Affairs & Partnerships and current OAAP PRO, Mr. Nato Agbayani to speak on Rich Media Marketing Via Digital OOH.

Powerhouse speakers coming from the Franchising and Advertising industries are lined-up for the afternoon session. The legendary RK Franchise Consultancy Founder, Mr. Rudolf Kotik will speak on Franchising and Intellectual Property, followed by Advertising Guru and IPG Media Brands Philippines CEO, Ms. Venus Navalta to speak on What’s Next in the World of OOH.

For details contact the OAAP Secretariat at (02)843-8201/(02)751-0255 or through mobile at 0917-5149781 or 0998-5403023 or visit the OAAP Facebook page at www.facebook.com/pages/Outdoor-Advertising-Association-of-the-Philippines-OAAP.

20th Graphic Expo 2015

Come and visit OAAP booth nos. 223 and 224 at the 20th Graphic Expo 2015.

When: June 4 - 6, 2015
Time: 10:00 am - 7:00 pm
Venue: SMX Convention Center (Halls 1 and 2)

OAAP MEMBERS are encouraged to set up your materials at the OAAP booth, 

disseminate brochures and business cards to be able to promote your company 

and its products & services for free.

 

SPECIAL THANKS to Advertising Associates, Comactive, and Sights & Graphics 

Outdoor Media/Graphitek Signmaker for free billboard exposure. Also to 

Luneta/Signmedia, Alcordo Advertising, Multisigns Specialist and Globaltronics 

for free LED exposure to promote the 20^th Graphic Expo 2015. 

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

Makati Ordinance sets limits on size, height, location of Billboard and Signage

The Billboard and Signage Ordinance of Makati has taken effect last Monday, June 30, 2014, and the city government will be evaluating all existing and proposed non-mobile billboards and signage in the city according to its provisions and guidelines on dimensions, height, illumination and location, among others.

Makati Mayor Jejomar Erwin S. Binay said City Ordinance No. 2013-A-044 provides regulations covering all billboards and signage in the city, and has provided the legal basis for the city government to order the removal of billboards and signage that pose danger to city residents and the general public.

“The new Billboard and Signage Ordinance of Makati will be strictly enforced by the city government primarily to ensure public safety. It is also intended to address concerns about visual blight and clutter and improve the city skyline and its environment,” Binay said.

The mayor, however, clarified that the moratorium on the construction and installation of new billboards in the city, declared by City Ordinance No. 2004-A-028, still remains in effect until it is lifted through the enactment of a separate ordinance.

Binay said the new ordinance sets specific billboard dimensions and spacing between billboards at designated locations identified in the Billboard Location Map, which are classified as Area 1 (along Major Roads), Area 2 (along Secondary Roads), and Area 3 (Special Development Zones).
Major roads categorized under Area 1 include EDSA, South Superhighway, Magallanes Avenue, Sen. Gil Puyat Avenue and Ayala Avenue.

Billboards or electronic displays in Area 1 must comply with the maximum allowable surface or display area in proportion to the width of the road.  Billboards along roads more than 45 meters wide (147.6 feet) shall have a maximum surface area of 162 square meters (1,743.8 square feet); for road width from 20 to 45 meters (65.6 to 147.6 feet), maximum surface area shall be 81 square meters (871.9 square feet); for roads less than 20 meters wide .  Also in Area 1, a freestanding billboard or electronic display must not exceed 22.5 meters (73.8 feet) in height, which is to be measured from the average elevation of the surface of the natural ground or existing sidewalk or carriageway level (whichever is higher), up to the highest point of the billboard or any of its components.

The spacing requirements between billboards in Area 1 are also in proportion to the road width, as follows:  150 meters (492 feet) spacing for road width of 45 meters (147.6 feet); 100 meters (328 feet) for road width from 20 to 45 meters (65.6 feet to 147.6 feet); and 50 meters (164 feet) for road width of less than 20 meters.  Meanwhile, the maximum height of a building-mounted billboard in Area 1 must conform with the building height limit (BHL) requirements, non-obstruction of doors and windows, building code and zoning ordinance requirements, among others.

In its report to the mayor, the Zoning Administration Division of the Urban Development Department (ZAD-UDD) has now prioritized the updating of its inventory of current billboards or electronic displays in the city.  Inspection teams are being deployed to conduct ocular inspections of existing billboards and check their conformity to the new guidelines, starting with major thoroughfares like EDSA and South Superhighway.  The results of the evaluations will be the basis for the preparation of notifications to concerned billboard owners and advertisers.

Billboard owners and advertisers with existing materials in the city are also being urged to volunteer for evaluation and submit pertinent documents to ZAD.  They may submit the current building permit, approved plan, picture of the billboard, and complete address at the ZAD office at 2/F, old City Hall building along J.P. Rizal St., Poblacion, Makati.

Illegal and non-compliant billboards that will be identified during the inspections, on the other hand, will be recommended by the zoning office to the Office of the Building Official for dismantling.
Last year, public hearings were held by the city government to present the Billboards and Signage Masterplan to stakeholders, who were also allowed to submit their proposals for consideration and inclusion in the masterplan.

The public may access the full text of the ordinance via the official website of the Makati city government, www.makati.gov.ph. It can be found among downloadable documents in the subheading “Publications” under “The City” in the homepage.

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

OAAP 2014 Golf Fellowship (followed by Christmas Party)

The Outdoor Advertising Association of the Philippines invites its friends in the advertising industry to join its Golf Fellowship on December 11, 2014.  Tee off is at 7:00 am at the Villamor Golf Club.

Contact Wheng Reyes at 751-0255 and 843-8201 for slots.

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Media Outlook 2015 Speaker : Lloyd Tronco

Lloyd Tronco

Executive Director
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, a company 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, Philip Morris, 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.  He currently heads the Philippine Center for Out-Of-Home Media Research and Science (PhilCourse), which is the repository for information on the OOH media industry.