The concept of work-life balance today is obsolete. This conference took a deeper look at people, projects, products, and services that we can all leverage to try to LIVE, WORK, and PLAY BETTER.
There Will Be Blood: 'Got Social Media' Presenation by Chris BernardChris Bernard
My presentation from 'Got Social Media' that I gave in Houston on January 24th. This presentation is a deeper dive into some ideas I presented in Marketing's Perfect Storm with a much bigger focus on social media and how (even in the past few months) it has impacted traditional marketing.
Today's media world is thrilling, captivating and full of challenges for brands - a revolution in brands and people's behavior in fact. But as in all revolutions, it's sometimes difficult to get a clear view of what's going on. And so, dear readers, TBWA's strategy department was looking for patterns and similarities from different discussions and has attempted to sum up the revolution in 135 slides. Our goal is to explore the different ways of tackling today's communication challenges - and to show how successful brands are switching from brand-centric to audience-centric behaviour. Inspired by many different people and brands, it intends to spark a conversation about the need for Media Arts, and how it is ingrained with the theory of Disruption. Ready? Visit www.mad-blog.com
It Takes a Community to Raise a Brand, Not a CampaignSean Moffitt
In today's marketplace, it truly does take a community not a campaign to raise a brand. Inside, you will find the definition of, reasons for, types of, 18 steps to build and 51 examples of brand communities as pulled together by Sean Moffitt from Agent Wildfire. I hope you enjoy and benefit from our successes, mistakes and learning.
The concept of work-life balance today is obsolete. This conference took a deeper look at people, projects, products, and services that we can all leverage to try to LIVE, WORK, and PLAY BETTER.
There Will Be Blood: 'Got Social Media' Presenation by Chris BernardChris Bernard
My presentation from 'Got Social Media' that I gave in Houston on January 24th. This presentation is a deeper dive into some ideas I presented in Marketing's Perfect Storm with a much bigger focus on social media and how (even in the past few months) it has impacted traditional marketing.
Today's media world is thrilling, captivating and full of challenges for brands - a revolution in brands and people's behavior in fact. But as in all revolutions, it's sometimes difficult to get a clear view of what's going on. And so, dear readers, TBWA's strategy department was looking for patterns and similarities from different discussions and has attempted to sum up the revolution in 135 slides. Our goal is to explore the different ways of tackling today's communication challenges - and to show how successful brands are switching from brand-centric to audience-centric behaviour. Inspired by many different people and brands, it intends to spark a conversation about the need for Media Arts, and how it is ingrained with the theory of Disruption. Ready? Visit www.mad-blog.com
It Takes a Community to Raise a Brand, Not a CampaignSean Moffitt
In today's marketplace, it truly does take a community not a campaign to raise a brand. Inside, you will find the definition of, reasons for, types of, 18 steps to build and 51 examples of brand communities as pulled together by Sean Moffitt from Agent Wildfire. I hope you enjoy and benefit from our successes, mistakes and learning.
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
7 top technology trends and what they mean for brand experienceJack Morton Worldwide
Technology drastically impacts every aspect of the world around us these days, but it's harder than ever to integrate technology into live experiences in ways that are relevant, effective and above all seamless.
Discover our top technology trends and what they mean for brands, marketers and brand experience.
Marketing's Perfect Storm: Critical Mass Presenation by Chris BernardChris Bernard
This is a presentation I gave last fall at a public event that Critical Mass held in Chicago. Like many of my other presentations you'll notice variations on a theme. In this particular case I talk about how social media and the Web in general is disruptive to existing advertising models.
Whats Next in Advertising - from advertising to marketingUwe Gutschow
This is a presentation that builds on Paul Isakson's original preso that is finding some good traction here. It shows the thinking that needs to go into moving from advertising to marketing solutions.
I was asked to speak at the IPA Strategy Group's Modern Briefing event this morning. These are my thoughts on why participation is so important-it fundamentally disrupts business models-and how we can get better at briefing for participation:
-A business problem is a behavioural change in disguise
-Think about network insights, not consumer insights
-Move from "the single thing we want to say" to "the single thing we're going to make or do"
I had a chance to attend SXSW this year. I got in a car crash in my Taxi, I was part of the Homeless Hotspots debate and in-between I attended a few sessions which are shared here.
ActivityStrea.ms: Is It Getting Streamy In Here?Chris Messina
From Facebook's newsfeed to Twitter's relentless real-time updates, the metaphor of the "stream" has taken social networking beyond blog posts and on to rich social activities. Learn about ActivityStrea.ms - the open format adopted by Facebook, MySpace, and Windows Live - and how it's fundamentally changing the social web.
http://my.sxsw.com/events/event/400
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
7 top technology trends and what they mean for brand experienceJack Morton Worldwide
Technology drastically impacts every aspect of the world around us these days, but it's harder than ever to integrate technology into live experiences in ways that are relevant, effective and above all seamless.
Discover our top technology trends and what they mean for brands, marketers and brand experience.
Marketing's Perfect Storm: Critical Mass Presenation by Chris BernardChris Bernard
This is a presentation I gave last fall at a public event that Critical Mass held in Chicago. Like many of my other presentations you'll notice variations on a theme. In this particular case I talk about how social media and the Web in general is disruptive to existing advertising models.
Whats Next in Advertising - from advertising to marketingUwe Gutschow
This is a presentation that builds on Paul Isakson's original preso that is finding some good traction here. It shows the thinking that needs to go into moving from advertising to marketing solutions.
I was asked to speak at the IPA Strategy Group's Modern Briefing event this morning. These are my thoughts on why participation is so important-it fundamentally disrupts business models-and how we can get better at briefing for participation:
-A business problem is a behavioural change in disguise
-Think about network insights, not consumer insights
-Move from "the single thing we want to say" to "the single thing we're going to make or do"
I had a chance to attend SXSW this year. I got in a car crash in my Taxi, I was part of the Homeless Hotspots debate and in-between I attended a few sessions which are shared here.
ActivityStrea.ms: Is It Getting Streamy In Here?Chris Messina
From Facebook's newsfeed to Twitter's relentless real-time updates, the metaphor of the "stream" has taken social networking beyond blog posts and on to rich social activities. Learn about ActivityStrea.ms - the open format adopted by Facebook, MySpace, and Windows Live - and how it's fundamentally changing the social web.
http://my.sxsw.com/events/event/400
The End of TV as We Know It & The Birth of TransmediaOgilvy
Doug Scott, President, OgilvyEntertainment and Matt Doherty, Transmedia Architect, Ogilvy & Mather Worldwide presented The End of TV as We Know It & The Birth of Transmedia at the 21st Century Storytelling Conference: Content, Context and Conversations sponsored by Microsoft, Ogilvy & BrainJuicer on July 31, 2012 in Chicago.
Throughout history, we have told stories. Stories are what connect us across geographies, cultures and experiences; stories demonstrate that we share the same hope, dreams, fears, challenges and desires. Today's complex, digtally connected consumer universe makes brand storytelling more challenging, but also creates opportunities for brands to tell their stories in new ways.
Doug Scott and Matt Doherty discussed how the idea of TV might be a thing of the past, but the stories that drive our content will always be our constant. Our variable? Telling. Telling has evolved due to the primary role of digital in our lives and disruptive innovation which has given us the ability to craft transmedia experiences. Transmedia has brought about a new set of creative tools and narratives that are rooted in content, formed by context and crossed by all things culture. Are you a story? Or are you a teller?
Experiments, Failures & Misadventures in socialmedia (2011)Sulin Lau
Presentation given at PPK event in Nov 2011 on what we (DiGi) and I have learnt over the last 2 years' experiments in social media.
@sulinlau, Nov 2011
This presentation takes us through some of the most creative and effective Direct Marketing and Direct Response campaigns, and reveals some rules which help us to break the existing rules and direct our mind to highly creative areas and new ideas. Some of the themes of this presentation:
* Don’t think DM, and create amazing Direct results
* Going out of digital to create surprising ideas for direct digital response
* Including PR as a key factor for successful direct concepts and ideas
* Destroying for creating, the” Shiva” principle in creativity
* Can we really draw the line between DM and the Non DM? does it make sense anymore?
Keynote Speaker: Yonathan Dominitz Founder of Mindscapes
Forest Digital is an innovative animated explainer video production company in India. We delivers excellence by bringing our combined competencies in ideation, scripting, story board illustration, design and animation, to provide customized communication solutions for our esteemed clients. The list of our clientele includes UST Global, Ascent HR, Transain, L'Exam etc & more. Our creative explainer video agency majorly focuses upon client satisfaction, quality & design.
Forest Digital invests in a lot of brainstorming sessions in thinking over the implementation of an animation/explainer video and special space for our clients in order to see the value addition we make their businesses.
The Treasure is in the Data - How Three International Brands Found Marketing Gold.
Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit
The Startup Code: Applying Startup Thinking to Mobile MarketingSelf-employed
Our CEO Arthur Policarpio's talk for Spikes Asia 2014. In this presentation, he talks about why brands are investing in startups and what agencies can learn from them
3. It Works For Us:
4As Philippine Agency of The Year
(two years in a row)
Campaign Brief Asia Philippines Agency of The Year
(four years in a row)
Reigning UPMG Print Agency of The Year
The most highly awarded Digital Agency in the Country
(two years in a row)
Shortlisted as Regional Office of the Year by MEDIA Magazine
(two years in a row)
Regional Creative Agency of The Year 2008
4. It Works For Our Clients…
More awards for effectiveness than any other Agency in the
country over the past two years:
Asian Marketing Effectiveness Awards – FedEx
Asian Marketing Effectiveness Awards – Visa
Advertising & Marketing Effectiveness Awards Gold – Childhope
Advertising & Marketing Effectiveness Awards Bronze – Pizza Hut
Advertising & Marketing Effectiveness Awards Finalist –
Bayan Corporate
Advertising & Marketing Effectiveness Awards Finalist –
Bayan Wireless Landline
5. 19
9
6
1
Number of awards (excluding craft) across 16 clients
BEST OF MEDIUM GOLD SILVER BRONZE
www.bbdoguerrero.com
6. Partnerships Based On
Shared Principles
A passion for creating big ideas, based on clear insights
that achieve tangible business results
Our Clients push us for our best thinking,
and expect us to do the same to them
A mutually held belief that creativity is the magic
that can move markets
We look to maximize return, not minimize risk
15. Behaviour Changing Insights
Understanding people is the key to successful work
BBDO / Proximity invests in having deeper insights than anyone
else
As such we conduct regular global and local research studies
19. TotalWork: Delivering Integrated
Communications That…
Galvanize external consumers to bond more tightly to the brand
Motivate internal audiences, telling them why they
come to work each day
Punch above their weight (deliver more for less)
29. The Creative Brief
Get: New internet subscribers
Who: Are frustrated that their current internet services do not
deliver on what they promise
To: See Bayan as a broadband service they can depend on to
meet their basic expectations
By Communicating: We simplify things for you
30. The Work
Executional Insight:
When it comes to technology, seniors are usually the ones
who are most left behind
Product Truth:
Bayan Broadband simplifies your internet experience
TotalWork Idea:
Bayan makes going online so easy, even a grandmother could do
it
31. TVC OUTDOOR PRINT
FLYERS
VIRALS
SOCIAL NETWORKING SITES
WEBSITE
RADIO
32. TVC OUTDOOR PRINT
FLYERS
VIRALS
SOCIAL NETWORKING SITES
WEBSITE
RADIO
33.
34. The Results
• Customer inquiries up by 700%
• Subscriber based up 45%
• PHP144,000 in free media impressions
(six times the value of paid media)
• Less than 10% of the competitor’s media budget
35. Creative Results
Gold at Asia Pacific Digital Media Awards
The only Best of Medium Award at Philippine Ad
Congress
36.
37. The Creative Brief
Get: Young adults, 20-34 years old from ABC economic classes
Who: Rely on food delivery service whenever they’re pressed
for time
To: Make Pizza Hut Delivery their top-of-mind delivery option
By: Pizza Hut lets you enjoy your pizza at the time
you expect it to be there
38. The Work
Executional Insight:
In The Philippines, we’re very lax in our approach to time-
keeping...
except when it comes to food
Product Truth:
Pizza Hut delivers on time, or its free
TotalWork Idea:
When everything else is late, you can count on Pizza Hut to be on
time
41. Business Results
Goal 1: Maintain the double-digit sales growth that Pizza Hut
Delivery has been enjoying in the past
Despite the much tougher scenario it was facing, Pizza Hut
Delivery successfully matched the 16% growth rate it enjoyed in
2006. From 4% to 9%, transaction counts grew more than
double as the campaign ran
42. Business Results
Goal 2: Keep a significant gap in its imagery scores related to
food delivery versus Greenwich and Shakey’s
Not only did the campaign bring home the idea’s main
message, it also impacted on the three other attributes
deemed important to food delivery: hot food, ease of ordering
and crew that shows concern
43. Anecdotal Results
The expression “Hate Late?” has
started to become part of the
general vernacular too,
especially in places where
punctuality redounds to
productivity. This was taken
from a construction site
44. Creative Results
The campaign has won the following creative &
effectiveness awards:
Bronze, Outdoor Category, 2007 Cannes Lions
Bronze, Retail & Food Category, 2008 Advertising and
Marketing Effectiveness NY
Integrated Silver Spike, Asian Spikes Festival 2009
46. David Guerrero
Chairman & Chief Creative Officer
One of the region’s most highly awarded Creative Directors, first South East Asian Cannes Jury
Chairman, Head of BBDO Asia Pacific Creative Council, member of the BBDO Worldwide Creative
Council and short-listed as one of the four top Creatives in Asia by MEDIA Magazine in 2008.
Paul Roebuck
President & Chief Executive Officer
Raised and educated in the UK, made his way to The Philippines via Saatchi & Saatchi London, Cape
Town, Kuala Lumpur and Jakarta (where he was Chief Operating Officer of Saatchi & Saatchi Jakarta).
Extensive experience as both Client Service & Strategic Planner on brands such as Hewlett-Packard,
GUINNESS, Danone, Lexus, Sony, Toyota & Mead Johnson
Isabel Santillan
General Manager - BBDO
Over 16 years industry experience at Lowe, Bates, TBWA & BBDO. Previous Client experience
includes, Unilever, SMART Telecommunications, Coca-Cola, British American Tobacco, Globe
Telecoms, and SCA Hygiene. Prior to joining BBDO, Belay was a Business Director at TBWA and
General Manager of Bates Cambodia
Francine Gonzalez
Client Service Director
Fran has over 11 years of experience at BBDO & JWT. At JWT she handled Unilever (Knorr), Nestle
and Ford before moving to BBDO. Fran is responsible for overall Client Service Department and
business relations with Pepsico, Fonterra, Bayan, to name a few
47. Leah Besa-Jimenez
General Manager - Proximity
Leah has over 13 years experience in direct, digital and relationship marketing, starting her career at
Ogilvy One and prior to joining Proximity Philippines as General Manager, was Head of Business CRM
Analytics for Globe Telecom where she led a consulting group that developed strategies for controlling
churn, increasing usage and building loyalty. During her career, her work has received many
accolades including DMAsia and Caples.
Arlene Aquino
Brand Planning Director
Arlene has over 14 years Brand and Strategic Planning experience, beginning her career at McCann
Erickson in Advertising Research and Consumer Insighting in 1994, since when her expertise has
evolved with the changing communications landscape to include brand and channel planning. She
has enjoyed working for brands such as Jollibee, Nestle, Globe, BPI Credit Cards, Neozep and Biogesic
Cristina Buenaventura
Strategic Planner
Cristina spent more than a year as a qualitative researcher for Nielsen Philippines, where she she
conducted market studies based on focus groups and in-depth interviews. Currently, as part of the
Strategic Planning Department, her responsibilities include conducting consumer research initiatives,
drafting creative briefs and preparing strategic analyses for different brands depending on their
current business issues. To date, her experience spans a diverse range of industries including FMCG,
QSR, personal care, telecommunications, pharmaceuticals and food & beverage
48. Joel Limchoc
Executive Creative Director
Joel has been listed as one of the Asia’s top creatives by both Campaign Brief Asia and MEDIA
Magazine and has been recognized by Cannes, Clio, Asia Pacific AdFest, One Show and D&AD. Joel’s
Client experience includes Unilever, P&G, Ford, San Miguel, Fedex, and Pepsico to name a few
Simon Welsh
Executive Creative Director
Before moving to The Philippines, Simon gathered over ten years of experience at agencies in London
including HHCL (Campaign Magazine’s ‘Agency of the Decade’), McCann-Erickson London and Rapier.
His work for Channel 4, Tango, WWF and Childhope has been recognized by D&AD, Cannes and One
Show and he is currently ranked by Campaign Brief Asia as one of the top creatives in the region
Brandie Tan
Head of Art
Brandie has over ten years experience in the industry, with many effectiveness and creative awards to
his name. Along with partner Tin Sanchez, was the recipient of The Philippines first and only Gold Lion
at Cannes. Prior to becoming Head of Art of BBDO Guerrero, Brandie was joint Executive Creative
Director of Lowe Vietnam and before that Creative Director of JWT Manila. Brandie has worked with
Kraft, Creamsilk, Nescafe and now handles Pizza Hut, Pepsi Max, Mountain Dew among others
Tin Sanchez
Head of Copy
Tin has been in the industry for over 10 years. She has developed campaigns for numerous Unilever
brands in the Philippines and Vietnam and has won awards in the Philippines, Thailand, Singapore,
France and the US. With Brandie, she was the recipient of The Philippines first and only Gold Lion at
Cannes. With partner, Brandie, Tin was joint Executive Creative Director of Lowe Vietnam before joining
BBDO
BBDO does an insight report every year into an issue or subject relevant to our clients and potential clients.  Their purpose is to stimulate big behaviour changing ideas.  Over time these insights have created a unique arsenal of BBDO insights across a range of subjects.
These are not passive reports.  They are live and evolving documents based on research in 20 or more countries among thousands of people.  They are packed with fresh and stimulating materials which are designed to be used by all of our client teams. 
Mothers make up 51% of the world's population and a staggering 80% of all purchase decisions. Account for in the region of 2/3rd of top 100 Adex brands
It is no wonder why the mothers segment is one of the most researched demographics in modern marketing history.
Yet, why do 70% of mothers* shun marketing messages, on the premise that some advertising is either, offensive, ignorant of their needs and sometime depict false portrayals of mothers?
We have identified seven key insights to help marketers create and craft campaigns that mothers can relate to.