HDI Admix recently held the first Philippine Out-Of-Home Roundtables to facilitate discussion between outdoor advertising stakeholders. The event included panels from major media agencies and advertisers to discuss trends in the local OOH market like digital out-of-home and how advertisers are using the medium. Participants validated the need for industry players to regularly connect and help each other advance the OOH space in the Philippines. HDI Admix plans to hold another Roundtables event later this year.

1. http://www.adobomagazine.com/philippine-news/hdi-admix-gathers-agencies-clients-1st-ph-ooh-roundtables-0
Page 1 of 2 May 09, 2015 06:12:55PM MDT
HDI Admix Gathers Agencies, Clients for 1st PH OOH
Roundtables adobomagazine.com
May 8, 2015
MANILA - OOH company HDI Admix
recently launched the Philippine
Out-Of-Home Roundtables, in a bid to
cultivate a continuing conversation
among stakeholders of the outdoor
industry.
The initial staging of the Roundtables
drew the participation of a
heavyweight line-up: Roland Dallarte,
Vinay Goel and Norman Davadilla of
media specialists Kinetic,
Posterscope and Starcom OOH
respectively, comprised the agency panel; while Mark Gamboa, Melvin Nubla and Jericho Bayona of
advertisers Max’s Group, Media5 and Pascual Labs, made up the client side.
The keynote was delivered by Kuala Lumpur-based industry consultant Ron Graham, who established the
Poster Publicity and Kinetic networks in the Asia.
In front of an audience of agencies and advertisers themselves, the Roundtables asked the agencies to
talk about Philippine OOH in 2015 and what they wanted to do for clients; and the advertisers, to discuss
how they used the medium, as well as what they needed from their own agencies and media providers.
The discussions revolved around many of the same themes prevalent in OOH worldwide: digital
out-of-home, mobile integration, customized creative executions, capitalizing on the consumer context
surrounding OOH placements, research and the need for acountability.
“The turnout and the exchanges validated our gut feeling: there is a need for stakeholders of the industry to
gather and talk among ourselves – discuss where we want to take OOH – so we can help each other
better,” said HDI President and General Manager Darmo Castillo, who also heads the industry association
Outdoor Media Advocacy Group (OMAG).
He noted that with the postive feedback from the attendees, an expanded edition of the Philippine
Out-Of-Home Roundtables will likely be held later in the year.
The Philippine Out-Of-Home Roundtables (l-r): HDI Admix Consultant Bing Kimpo, Max’s Group
Marketing Director Mark Gamboa, Pascual Labs Market Segment Manager Jericho Bayona, Starcom
OOH Director Norman Davadilla, HDI Admix President and Genera Manager Darmo Castillo, Kinetic
Manaing Director Roland Dallarte, Posterscope General Manager Vinay Goel, Media On The Go
Principal Consultant Ron Graham and Media5 Network Marketing Head Melvin Nubla

2. http://www.adobomagazine.com/philippine-news/hdi-admix-gathers-agencies-clients-1st-ph-ooh-roundtables-0
Page 2 of 2 May 09, 2015 06:12:55PM MDT
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