2001 Phil Ad Congress - Boos and Hurrahs

[abcxyz]

anyone going to this one?

many students attended last year, would there be as many? what are your expectations?

post here your comments, gripes, applause, joy and whatever as it happens in cebu or after.

[abcxyz]

during the ad congress, the industry gives out awards to be best ads aired and printed in te country in the last 2 years.

what ads do you think will win awards?

fyi - ace saatchi & saatchi usually wins the most number of awards.

[lupuS]

Re: awards

Is there a list of nominees/finalists?

[Leigh]

The 17th Philippine Advertising Congress focuses on The Right Target Market, (the theme is "Target:Market Asintado sa Pinoy Ngayon". The Congress seeks to accomplish one objective: to teach the delegates how to focus and narrow their scope to their target market.

The one above was taken from the first paragraph of the article of Ronald Jayme in the Manila Bulletin dated Nov. 21, 2001

Speakers:
Keynote Address: Jaime Augusto Zobel de Ayala II - President, CEO, Ayala Corporation

"Creativity - Asian Perspective"
Speaker - Akira KAgami, Executive Director
Dentsu, Inc.

Target Market: Kids Segment
How Children Behave as Consumers
Speaker: Alicia Pascual, Regional Managing Director( Audits & Surverys Worldwide)

Case Study: Virgie Ramos of Gift Gate
: Regina Navarette of Jollibee

Target Market: The Connected Consumers
Speaker: Elena Van Tooren of AC Nielsen

Case Study: Nicanor Santiago III of Globe Telecom
: Manuel Escosa of Pacific Internet
: Margarita Torres of EDSAmail

Positioning for Brand Success
Paul Temporal - Best Selling Autor "Branding in Asia"

Creative Guild Presents
"Ads that Travel - Asian Perspective"
Speaker: Kim Shaw, Editor in Chief, Campaign Brief Asia

Target Market: The Senior Group
"The Emerging Gray Market"
Speaker: Sally Zaballa, President of Feedback, Inc.

Case Study: Cleto Gerardo Arnedo of Pfizer Phils
: Lizelle Valdecañas of SCA Hygiene Products Corp
: Vicky Bel of Belo Medical Center

Target Market: OCW Segment
Dollar Earner, Peso Spender
Speaker: Raul Esteban of Philippine Survey &Research Center, Inc

Case Study: Delfin Lagdameo, College Assurance Plan
: Normita Gimena, Camella & Palmera Properties

One-to-one Marketing
Speaker: Tim Tyler, author of Peppers & Rogers Group (Asia)

The Best of the Super Ads
Speaker: Evelyn Generoso of Trends MBL

Paano ba ang Magpapatok?
Boy Abunda
Johnny Delgado
Wilma Galvante
Jose Reyes
Dolphy Quizon
Vic Del Rosario

Creativity in Motion - How do marketing and avertising objectives met in harmony?
Speakers: Raul Castro of Lowe Lintas
: Melencio Domingo of McCann Erickson

Success Cases - What really works in the Marketplace?
Seaker: Teresita Filipinia of Basic Advertising

[HeartBreaker200]

and Barbie's Cradle will be performing :)

[abcxyz]

being THE ad industry in the philippines, i was expecting a more impressive website. i was expecting more in terms of design, content and bells and whistles

www.philadcongress.com (http://)

[Leigh]

I remember that they mentioned something about Ang Lee going to be there, but when i saw the list of speakers...no Ang Lee.

The site hasn't been updated since July.

JAZA focused on themes he has expounded on in other arenas:
harnessing our creative potential as a people to the fullest;
the need to pursue national competitiveness;
the need to improve our national image in the world.
However, his choice of audience yesterday -- those who shape our national psyche through advertising -- guarantees him the widest reach thus far.

[abcxyz]

harnessing creativity to the fullest and national competitiveness - i agree with that.

do you know that many of the good looking tv ads of philippine products you see on philippine tv are being produced by directors and cinematographers from hong kong, thailand and australia?

also, many of the good looking graphic designs of philippine companies/brands are now being designed by artists based in hong kong and singapore?

we have truly lagged behind....

[Lionel_Essrog]

Originally posted by abcxyz
do you know that many of the good looking tv ads of philippine products you see on philippine tv are being produced by directors and cinematographers from hong kong, thailand and australia?

also, many of the good looking graphic designs of philippine companies/brands are now being designed by artists based in hong kong and singapore?

we have truly lagged behind....

we have truly lagged behind.... because many of the good looking graphic designs/good looking tv ads of philippine companies/brands are now being designed by Filipinos (not entirely foreigners) based in hong kong and singapore... i think that is partly the problem, a lot of us get pirated for better opportunities abroad

[abcxyz]

filipinos abroad true for some animation, computer graphics and cartoon (comics) illustration.

but not true for directing / cinematography work for tv ads and graphic designs for logos, etc.

[zimdude]

I read that JAZA said that we should be the "creative center" of Asia (or something like that).

How do you think we can upgrade/improve our skills?

[leelayce]

recognize the skills

that's one.


lack of exposure din siguro

[CaRaMBa]

I'm watching the awarding ceremonies right now, Channel 7. They should have gotten better hosts. I really think that so far, Miriam is doing a bad job.

The tribal costume contest was great! It was so obvious that those who joined were from ad agencies. They really prepared!

[CaRaMBa]

Wow, grabe BBDO/GO ah! Grabe daming awards!

[abcxyz]

mccann, aspac and leo burnett won top awards. bbdo/go probably won the most citation.

what happened to ace/saatchi & saatchi? saatchi used to win most of the awards.

bad show on tv, i agree.

[CaRaMBa]

You're probably talking about the gold awards. If you include the silver, grabe, dami talaga from BBDO/GO! More if you include the Bronze. As in lagi silang nasa stage! Anyway, I listed down some of the winners.

TV - (Gold yata)
McCormick Plane - Ogilvy
Pizza Hut Wife - ?
McDo Hello Kitty Suit - Leo
McDo Exam - Leo
Pepsi Airport - BBDO
Dole Pineapple Juice color bars - Basic
Phonetics Car - Aspac
Ayala Center Bugs - Saatchi
Bayantel Stairs - Jimenez D' Arcy
Absolute Distilled Water Bird and Worm - Ogilvy
Nido Leg - Publicis Ama
Canesten Surgeon - BBDO
Baygon Mating - BBDO
Sharp Billy - Jimenez D' Arcy
Matexpaint Hero - Jay Walter
WWF Fishbones - BBDO
I can serve - Jimenez D' Arcy
Namfrel Pera o Kahon - Basic
Bayer MRT - BBDO
Bengay Ultra - Leo

CAMPAIGNS

Single Print - Silver
High Endurance Putok Campaign - Saatchi
Newsprint vs Glossy - McCann
Cricket - Campaigns and Grey

Single Print - Gold
Sprite Text Series - McCann

Single Radio - Silver
Who wants to be a millionaire? - WATV (?)

Single TV - Silver
Lift Activation - McCann
Bengay Ultra - Leo
SYC Launch - Leo

Single TV - Gold
McDo Happy Meal Re-launch - Leo
Tide Love Series - Leo
13-0 Mega Series - Campaigns and Grey
McDp Hello Kitty Wedding - Leo

Multimedia - Silver
Nokia Phonetics - Aspac
Sprite Radio - McCann

Multimedia - Gold
Magpakatotooka-bulary - McCann

Advertiser of the Year - BBDO/GO

[abcxyz]

yes, i was referring to the platinum awards, its the top awards. and yes bbdo/go got the most number of awards which is a first for them. this ad agency has shown significant gains in terms of awards in the last 3 years.

[solace]

Oh well. At least Planet of the Ace Saatchi & Saatchi was the best tribe during the parade.

Galing ng Best Casting (McCann's Jasper) and I love their Sprite campaign. Personally, I think they were the most deserving winners of the evening. Congrats, McCann. *okay*

[sexybod]

sayang di ko nasimulan ang program. di ko nakita yung parade.
:(

[abcxyz]

you go to the ad congress for 2 reasons : 1) the awards night and 2) to get wild and party!. which ones were the wildest parties?

[WhItEFox]

Originally posted by abcxyz
anyone going to this one?

many students attended last year, would there be as many? what are your expectations?

post here your comments, gripes, applause, joy and whatever as it happens in cebu or after.

About the students? Well, about their "get-up" during the awards night or presentation (am not so sure) they should have wore some decent "corporate-look" clothes. Apparently, many of them wore spaghetti straps, belly-baring clothes, I was told. They looked like they were attending the NU rock awards than the AD congress.

Sana naman they consider it as a formal occasion. :disgust:

[CaRaMBa]

Whitefox, it will be tought to ask them that since the people in the ad agencies themselves didn't really dress up. Well, some of them. At least that's what I saw in TV. :)

[abcxyz]

there are no dress codes during any of the ad congress events. well, there is one dress code - wear killer clothes. and that means any type that you think meets the definition "killer". its always a mix - some practitioners dress formally, most ad agencies have a theme, or wear same t-shirts, so its really any form from dress to undress. nobody will mind. and surely no one will get offended.

[WhItEFox]

Yeah, I know that there are groups who have a theme "shirts" because representatives from my work went there in same shirts/jacket for easy identification..
But for some people, that does not give you the license to "undress" yourselves the way you want to.

Apparently, some/few ( I dont know) party got offended. And they were asking me with eyebrows raised "Ganyan na ba talaga kayo ngayon?" Oh well. :rolleyes:

[solace]

My friends wore really pretty dresses. I wore slacks. Some were in polos. Others went in T-shirts. Anything goes naman eh.

Miriam sucked eggs as a host. Grabe ang dami nyang sablay ha. :rolleyes:

[Leigh]

BBDO/Guerrero Ortega won most of the awards:
They won a total of 17 golds, 12 silvers and 68 bronzes across 19 brands - PEpsi, Baygon, Canesten, FedEX, Pizza Hut, Argentina, Adidas, Bayer Aspirin, Dimensione, Bench, Unitel, Microsoft, UnTV, Bayfresh, Starburst, WWF, Aetna, Iconos and BBDO/GO.

BBDO Guerrero Ortega's Client, Bayer Philipines also bag a big winner in the Araw Awards Competition as it bagged the Advertiser of the Year Award. It won 5 golds, 5 silvers and 22 bronzes for Canesten, Baygon, Bayer Aspirin and Bayfresh.

This was taken from the article in the Inquirer, Nov. 27, 2001 Tuesday.

[Raine]

Originally posted by abcxyz
you go to the ad congress for 2 reasons : 1) the awards night and 2) to get wild and party!. which ones were the wildest parties?


Party?! What party? The Araw Awards ended at 3 am, people lost the drive to party the night away by then...except of course for the winning agencies. Congrats by the way to McCann, Burnett and ASPAC, very well deserved wins.

[abcxyz]

the awards nite was one of the worst ive seen in terms of script, programming and hosts.

as far as im concerened - looking good is not a crime. basta lang kaya mong dalhin iyong suot mo and may-k ka.

[watland]

Only three were honored the highest award up for grabs that night... THE PLATINUM AWARD... meaning it got 100% of the judges votes, a unanimous choice, which is very rare.

Two years ago, five got platinum.

This time around there were three platinum winners:

Pioneer Allianz Life Simplified TV ad - McCann (Agency)
Pfizer Bengay Japanese TV ad - Leo Burnett (Agency)
Nokia Phonetics Car TV ad - Aspac (Agency)



Originally posted by CaRaMBa
You're probably talking about the gold awards. If you include the silver, grabe, dami talaga from BBDO/GO! More if you include the Bronze. As in lagi silang nasa stage! Anyway, I listed down some of the winners.

TV - (Gold yata)
McCormick Plane - Ogilvy
Pizza Hut Wife - ?
McDo Hello Kitty Suit - Leo
McDo Exam - Leo
Pepsi Airport - BBDO
Dole Pineapple Juice color bars - Basic
Phonetics Car - Aspac
Ayala Center Bugs - Saatchi
Bayantel Stairs - Jimenez D' Arcy
Absolute Distilled Water Bird and Worm - Ogilvy
Nido Leg - Publicis Ama
Canesten Surgeon - BBDO
Baygon Mating - BBDO
Sharp Billy - Jimenez D' Arcy
Matexpaint Hero - Jay Walter
WWF Fishbones - BBDO
I can serve - Jimenez D' Arcy
Namfrel Pera o Kahon - Basic
Bayer MRT - BBDO
Bengay Ultra - Leo

CAMPAIGNS

Single Print - Silver
High Endurance Putok Campaign - Saatchi
Newsprint vs Glossy - McCann
Cricket - Campaigns and Grey

Single Print - Gold
Sprite Text Series - McCann

Single Radio - Silver
Who wants to be a millionaire? - WATV (?)

Single TV - Silver
Lift Activation - McCann
Bengay Ultra - Leo
SYC Launch - Leo

Single TV - Gold
McDo Happy Meal Re-launch - Leo
Tide Love Series - Leo
13-0 Mega Series - Campaigns and Grey
McDp Hello Kitty Wedding - Leo

Multimedia - Silver
Nokia Phonetics - Aspac
Sprite Radio - McCann

Multimedia - Gold
Magpakatotooka-bulary - McCann

Advertiser of the Year - BBDO/GO

[CaRaMBa]

Wow ganun pala ang platinum award! Wow!

How about the gold, silver and bronze? How many judges are there? Who are the judges?

[abcxyz]

judges are the peers - the other creative directors from other ad agencies. there is a set of criteria by which they judge an ad - the platinum gets 100% on each criteria voted by each judge. gold, silver, bronze get less scores.

[watland]

Originally posted by CaRaMBa
Wow ganun pala ang platinum award! Wow!

How about the gold, silver and bronze? How many judges are there? Who are the judges?


Dahil sa dami ng entries, the judges were divided into three groups. Each group is composed of 11 judges... majority of which are the Executive Creative Directors of the ad agencies. And a sprinkling of production people like director, musical scorer, production designer.

The three panels would judge
1. Single Entry advertisements
2. Campaigns
3. Technical Craftsmanship Awards

First day of judging, among 3,000 entries... they vote should the ad be "in" or "out" for the finals. If 60 percent voted "in"... then your ad moves on for the second day of judging... meaning... Bronze Award winner ka na.

Then isasala pa sa second day, they vote if its worth a trophy or not.

70% who says YES to your ad... A SILVER
80% who says YES to your ad, A GOLD.
100% who voted for the ad on the first day, at 100% pa rin on the second day... a PLATINUM.

Only 600 ads were left for the second day...!
At nang sinala pa ang 600, dun naglabasan ang Silver, Gold, at Platinum.

[abcxyz]

aspac winning a platinum must have been a shocker to many in the industry. (jobert's work?) but its definitely good news to aspac!

[watland]

Aspac's Platinum was well-deserved! Congrats to Jover and Ida.
The other platinum awardee, Leo Burnett for Bengay, like Aspac, was also a low budget TV production. Proves that it's not the amount of money you spend that assures a great ad. Kudos to Dino Jalandoni for Bengay, too!

[Tushie]

I think the peeps hu enjoyed ds were d member and non-member delegates. But for us, student delegates, discrimination was really apparent. They were so inefficient in processing our materials, plus, they treated us as if we're some peasants in the congress. What they do not realize is the fact that we may be the future delegates, and such inefficiency will just bring them more harm. Plus, don't they realize that the fact that we were able to attend the congress means that our parents had alloted huge sums of money for this...if they're looking for good clients, our parents might just be the answer to their financial needs, so next time, i think a little courtesy to the student delegates may help. :rolleyes: :o :rolleyes:

[abcxyz]

tushie - you shoujld write to the adboard about this or even noy dyliaco (chairman of ad congress?). or write susan dimacali of mccann.

giving them feedback will be appreciated and am sure will be addressed the next time.

can you give specifics? any one else felt the same way? or any other feedback.

[Tushie]

i don't know their e-mail ads eh. Tsk tsk... well, i think there are new organizers for the next ad congress, i only hope that they'll do better this time coz my friends and i still plan to attend the next one as NON-MEMBER delegates this time....in that case, we'll get all the goodies and be treated nicely naman. :p

[Apostle]

Originally posted by watland
Aspac's Platinum was well-deserved! Congrats to Jover and Ida.
The other platinum awardee, Leo Burnett for Bengay, like Aspac, was also a low budget TV production. Proves that it's not the amount of money you spend that assures a great ad. Kudos to Dino Jalandoni for Bengay, too!

Nokia is Aspac's lucky charm! Transfering to FGU was great enough, and now a platinum! Wow! :)

[flounder]

Originally posted by Tushie
I think the peeps hu enjoyed ds were d member and non-member delegates. But for us, student delegates, discrimination was really apparent. They were so inefficient in processing our materials, plus, they treated us as if we're some peasants in the congress. What they do not realize is the fact that we may be the future delegates, and such inefficiency will just bring them more harm. Plus, don't they realize that the fact that we were able to attend the congress means that our parents had alloted huge sums of money for this...if they're looking for good clients, our parents might just be the answer to their financial needs, so next time, i think a little courtesy to the student delegates may help. :rolleyes: :o :rolleyes:

I agree that student delegates during the recent ad congress were like second class citizens compared to the members and non-members. I think they need to improve their treatment of student participants in the congress.

During the student forum though, my friends and I enjoyed the talk given by Mr. Raul Castro of Lowe Lintas. Those Madonna slides were really amusing!:D

[Jacob]

Saatchi got sideswiped in the last Araw. 2001 was a year of transition for that agency, after lording it over in previous Araw awards. Will they be back for Araw 2003?