Juiceletter 1112 2ndsem issue 2

28
juiceletter Issue 1 2nd Semester AY 2011 2012 More Fun Works! see why on page 3 AdCore Week lights up your world Get to Know the New ExeCore Innovative Ad Agencies read about it on page 14 on pages 17-23 check them out on page 7

description

Second and final issue of Juiceletter 2nd sem, 2011-2012.

Transcript of Juiceletter 1112 2ndsem issue 2

Page 1: Juiceletter 1112 2ndsem issue 2

juiceletterIssue 1 2nd Semester AY 2011 2012

More Fun Works!see why on page 3

AdCore Week lights up your world

Get to Know the New ExeCore

Innovative Ad Agencies

read about it on page 14

on pages 17-23

check them out on page 7

Page 2: Juiceletter 1112 2ndsem issue 2

i juiceletter

editor,s note|

Hello Adcore!Shift happens.

There’s a delightful paradox that attests to change as the only permanent thing in the world. It does hold true for everything--except of course death and taxes. The great things about change are endings and beginnings. There’s the end of an era. There’s the end of a good year and the end of a great semester. What comes with the end is that great new changes are waiting in the wings. As cliché as they all sound, the truth is, the change that comes is inevitable, unstoppable, and completely exciting.

Advertising moves forward and reaches creative innovations by going digital. In the next few years, we remain excited and glued to our seats (and our laptops) as we await the latest ways for agencies to reach out and connect to the consumers. So in this second and last issue, we bring you Nuffnang and online advertising and introduce you to the media planner. We also bring you more of the top ad agencies in the country, the most awesome ads, and give you a glimpse of nation-branding by tackling the “It’s More Fun” campaign.

As for AdCore updates, we’ve documented our most incredible events for the rest of the semester. We’re left amazed at the work the different teams have all done for this academic year. We’ll always marvel at the great ideas for 2011-2012, and we’ll miss our ExeCore (and our graduating members) for this year, as well. Don’t you think AdCore had such an awesome year?

We’d also like to congratulate and express our support for our new ExeCore. So, in case you haven’t read your e-mails or you haven’t gone to the tambayan yet, our Team gives everyone a chance to get to know them better. We’ll still include their General Plans of Action for the next academic year so you’d know what to expect.

As I was sentimental about the unavoidable end, I’d like to speak in behalf of Team Juiceletter. Thanks for skimming through our pages, whether in physical form or virtual form. We hope you’ve enjoyed the cool layout, and the (hopefully) cool articles.

I’ll pretend that I’m at the Oscars. I’d like to thank every member of our team. They are seriously amazing and hardworking people. I have an awesome and talented Layout Editor, a resourceful HR Manager, innovative Features Editors, and a helpful Creative Director. ‘Twas great working with our interns, as well. Great job, you guys!

Have a great summer. In the meantime, I’ll be catching up on BBC’s ‘Sherlock’ and eagerly waiting for the second season of ‘Game of Thrones’.

Big changes are always gonna come.

Karla|

the juiceletter staff

EDITOR-IN-CHIEF

Karla Cristobal

FEATURES EDITORS

Eunille SantosCris Sarmiento

CREATIVE DIRECTOR

Anna Mangahas

LAYOUT EDITOR

Janina Guerrero

HR MANAGER

Samantha Chua

INTERNS

Joshua AhyongCelina Ferraris

Benedik Bunquin

CONTRIBUTORS

Kaye LargoAly Pucyutan

Rafaello BatobatoMilan BarrettoAce Acebedo

USCBianka MeilyNikko PascuaJacques Reyes

Celine LucasanJR GeronimoAly Pucyutan

Page 3: Juiceletter 1112 2ndsem issue 2

juiceletter ii

The Media Planner: and the continuing separation

Why More Fun Works:The Case of Nation Branding

A thought, An Ad, And Nuffnang:An Interview by Joshua Ahyong

Know yourAd Agency:Hybrid and Homegrown

Updates:University Job Fair 2012

Updates:AdVance

Ad International: Best ads from around the world

New Breed:Meet Your ExeCore

Updates:ACLE

Updates:AdSchool

Updates:AdVenture

Updates: AdCore Week

Pulpy Goodness

01

07 12

16

24

13

14

09

17

11

15

03 05

Table of Contents

Page 4: Juiceletter 1112 2ndsem issue 2

features|

Ever wonder why you don’t see alcohol commercials on Cartoon

Network or kiddie toy advertisements in Esquire Magazine? It all has to do with demographics. Little kids and young teens as your audience aren’t a suitable market for alcohol. Esquire, on the other hand, caters to male readers.

Not many can actually pinpoint what a media planner does or who he is--especially since the perception of a typical advertising agency revolves around accounts and creatives. There’s also the strategies department, which is recognized as the left-brained planner of the company.

So what is a media planner exactly?

The Media Plannerand the Continuing Separationby Eunille Santos

01 juiceletter

Media planners work in the media department of a typical full-service agency. They are responsible for positioning advertisements in the right place at the right time; and reaching the target audience with the least cost, but with the greatest opportunity for profit and brand recall.

Even before media planners can turn over the job to the media buyers, all the tedious research are done by these planners to understand not just the ratings of popular TV shows, but also the audience’s viewing, reading, listening, and surfing habits.

Media planners also evaluate editorial content and programming to determine their potential uses—from above-the-line advertising avenues such as newspapers, magazines, radio and TV, to below-the-line means such as electronic displays, buses, trains, airports, terminals, and social media.

Those audacious enough to consider in this career must know their math, period. They are paid to understand and interpret demographics and statistics, using extensive formulas to chart out the best way a business or an advertiser can spend their money to generate brand awareness and brand recall.

The process ends when the information gathered by media planners are turned

over to the media buyers, who track the media space and times available for purchase, negotiate and literally buy time and space for the ads. They are also the ones who make sure that ads appear exactly as scheduled.

Planning to be a planner?

Advertising novices usually enter the industry in accounts or in media. As a media planner, you are expected to have good people skills, common sense, creativity, communication skills and problem-solving ability.

It is the media planner’s job to devise strategies for branding. And to do so, a vast knowledge of the media, specifically, the entertainment world is needed. Media planners need to know which shows, websites, magazines and other purveyors of

Businesses want to place their products and services

in front of audiences they know are watching, listening, or surfing the internet. How do they

do it? They turn to media planners.

You are expected to work with clients, so socializing really is a must. Understanding

marketing and advertising is also the key to your triumph.

“How can the client best brand themselves?”

Page 5: Juiceletter 1112 2ndsem issue 2

juiceletter 02 phot

o cr

edits

: New

spap

er: a

dver

tisin

gexc

elle

nce.

co.u

k |

Radi

o: im

ages

.pro

duct

wik

i.com

| T

V: c

atho

lic-b

lam

e.co

m |

Jugg

ler:

clem

son.

edu

| Co

mpu

ter:

mys

ucce

ssci

rcle

onlin

e.co

m |

Pla

nner

: bet

terli

ving

onth

eweb

.com

entertainment will draw the client’s desired audience. Knowing the latest technology and trends, and using them to your clients’ advantage, are essential to your success.

While a lot of media planners will learn about the intricacies of the advertising world by working at an agency, bringing an interest to how the media system works is a key to success in a job like this.

Of separations and the birth of media agencies

It’s not just about accounts, strategies, creatives, and even media anymore. The norms are changing.

Lawrence Tan, a long-time advertising practitioner and consultant for Woo

What makes a really good media planner is someone who can

think outside the box and utilize other effective channels,

while keeping in tune with the ever-changing and dynamic ages,

cultures and values.

Consultants, a marketing and media agency, said that there is a growing trend in media agencies going solo. From Starcom Mediavest to Zenithoptimedia, Carat, Mediacom and many more, media agencies are starting to stand alone as separate entities but still competing in the same playing field.

Tan, an alumnus of the UPCBA, pointed out that even though creative agencies still offer media planning and buying services, they are declining in quantity. This is because of the cost of propriety research, no volume advantage, high manpower requirement, and of course, the birth of media agencies.

Even though the future holds no certainties and foreshadows a paradigm shift between the conventional entities in this industry, one cannot deny that media agencies play a critical role in advertising. As the popular saying goes, the end justifies the means. And without media planning, no matter how good the insight is, if it’s not placed in the right avenue, the “Idea” may remain as just another idea.||

Page 6: Juiceletter 1112 2ndsem issue 2

#HelpDOT (Help Department of Tourism) was a popular hashtag

in Twitter following the huge drift of #NoToKPG (No To Pilipinas Kay Ganda). Partly, it looked as if the Department of Tourism (DoT) could not stand on its own, and seriously needed a fix with the help of the public. More than that, however, this public reaction reflected that a definitive national branding which its people can relate to was needed.

It is especially important because it ropes in every aspect a good national image should have. It establishes the image of export resources, attracts influx of more tourists, professionals, and investments. It also boosts the morale of its first-hand market—its people. National branding has to have deeper rooting, and must not be launched due to the pressure of “giving

03 juiceletter

background retrieved from itsm

orefuninthephilippines.com

The Case of Nation-Branding by Cris Sarmiento

features|

results right away,” precisely what happened to the Pilipinas Kay Ganda campaign.

Tim Riches of FutureBrand Inc. Singapore said that Pilipinas Kay Ganda would not work as a brand. Why? Even if foreigners know what it meant—“The Philippines, So Beautiful!”—the Philippines only ranks 73rd among the countries internationally recognized for natural beauty. Obviously, the branding that the Philippines needs should boast more than its natural beauty—otherwise, we have to compete with other countries with beauty as their selling point.

According to Riches, classic branding bridges internal expectations and credible external appeal. In other words, national branding should don the capability of weaving the expectations of the people you’re trying to represent (the people) and the people you’re trying to attract (the tourists, investors). Nation-branding should also have the potential to make the country stand out and differentiate itself among other countries. Of course, every country likewise competes for a more established mental image and tourist traffic.

More Fun FitsFollowing the Maguindanao massacre in 2009; the bus hijacking incident at the Quirino Grandstand in 2010; and the devastation by Sendong in 2011, the Philippines hardly appeared to be a tourist destination. So, producing a good brand to replace a country’s image becomes an immense challenge. Fortunately, though, in marketing, there is no bad product, only bad promotion. With that in mind, it is unmistakable that what we need is good promotion and more than that, good branding.

National branding is more than just

tourism advertising

Where does the Philippines find itself compared

to its Asian neighbors: Amazing Thailand,

Uniquely Singapore, Incredible India,

and Malaysia, Truly Asia?

Why More FunWorks:

Page 7: Juiceletter 1112 2ndsem issue 2

juiceletter 04

phot

os re

triev

ed fr

om it

smor

efun

inth

ephi

lippi

nes.

com

and

abu

gged

life.

com

National branding is obviously more complicated than product or service branding, and has much greater implications. President Aquino fortunately realized that fact, and decided to appoint an advertising executive as the new DoT secretary.

Ramon Jimenez, Jr., the man behind Woo Communications Corp, and Publicis JimenezBasic, is seen to save the country’s tourism with aggressive and effective branding. He even quipped that Philippines is as “easy to sell as Chickenjoy.” Under his office, the well-received slogans “It’s more fun in the Philippines” for the international market, and “#1 for fun Philippines,” for the domestic market, were launched. These slogans got an easy welcome from Filipinos, who wasted no time to participate in the campaign by uploading photos of their own versions of why it is “more fun in the Philippines”. The good news? It was absolutely free of charge.

Aside from its bravado, why exactly did the ‘More Fun’ brand sift through public interest a lot easier than its forerunner?

Brand value. The campaign promises that a Philippine experience is more fun, making it a better choice among other tourist destinations. “It’s more fun in the Philippines” is a campaign more subtle than simply saying “Choose thePhilippines,” yet more aggressive than “Pilipinas Kay Ganda”. All in all, it guarantees a good travel experience with value for money, ultimately aiming to attract more tourists.

Brand identity. “It’s more fun in the Philippines” easily gained public acceptance. It is, before anything else, aligned to the Filipino culture of spicing things up with more fun, endless cheerfulness, and constant resilience. The campaign reflects the culture its people are proud to express.

Competit ive advantage. Thailand has recently launched a new branding called “Hug Thailand” to target its domestic market. Like Thailand’s, Philippine tourism does not only compete with foreign, but local visits as well, especially with more cheap international airfare offers. “#1 for fun

Philippines” communicates a strong message to the local market to prioritize appreciating the beauty of your homeland. In the case of “It’s more fun in the Philippines,” it strays from the usual speculative branding like Amazing Thailand, Uniquely Singapore, and Incredible India. Talk about a breath of fresh air.

Place branding. The campaign gives an easy place branding. Its formula? An image of a marvelous destination, a local practice, or a colorful festival with a descriptive phrase, and the brand slogan “It’s more fun in the Philippines.” The brand is a handy strategy to associate many good places and events with the Philippines.

True enough, the More Fun brand, thanks to the new DoT secretary and BBDO Guerrero, are fitting brands for Philippine tourism. . It mirrors the Filipino’s positive attitude towards almost every circumstance—that even if our country is in the face of a calamity, is groping for a better economy, or is going through political shifts, still, we find that it’s more fun in the Philippines. ||

Page 8: Juiceletter 1112 2ndsem issue 2

A Thought, An Ad,and NuffnangAn Interview by Joshua AhyongNuffnang is an online blog advertising community catering to bloggers and advertisers from several countries in Asia including Singapore, Malaysia, the Philippines and even Australia. With the growth of the internet community in the country, Juiceletter sat down and interviewed Nuffnang Country Manager Carlos Palma to know what Nuffnang is all about and how it relates to the new medium of online advertising.

Nuffnang + Advertising = ?

05 juiceletter

features|

Joshua Ahyong:What is the process of being able to advertise with Nuffnang?

Carlos Palma:Basically we meet up with the client, get their objectives, who their target is and their message that they want to communicate. We go back, brainstorm and come up with a big idea and how to execute that big idea and come up with the costing for the different executions. Then we go back and forth with the client until we hash out what we want to do with our budget. If everything is okay already, we run it and see how it goes.

JA: How do you choose which blogs to put ads on?

CP: It’s not our preference. It’s our client’s preference. There is a minimum requirement for blogs which is actually 20 views per day.

JA: Why would companies prefer to advertise online?

CP: Well, there’s a big dynamic shifting in terms of the ads industry. People now recognize that bloggers have some sort of influence, and by advertising online you get to reach more people and engage them in real time. What’s happening now is that there’s a constant conversation happening about the brand even if the brand is not included in the conversation.

JA: Which companies advertise with you the most?

CP: A lot of companies that use household products advertise with us a lot. These products really engage bloggers. Our constant buyer is also still McDonald’s. Beauty products advertise with us, too.

JA: What is your competitive advantage over Google Ads?

CP: We have a community. We can engage them locally on ground. We’ve done a lot of movie screenings and we’ve done a lot of different events that actually engage the user outside of blogging and have them actually communicate with each other and develop friendship and camaraderie in the community.

JA: What are the characteristics of a good advertisement placed by Nuffnang?

CP: There are different factors in affecting what a good campaign is. There’s brand sentiment, which you measure before and after the campaign runs. There’s also the number people talking about your brand online vs. what is was and what it will be after the campaign. So clicks alone are a

Page 9: Juiceletter 1112 2ndsem issue 2

back

grou

nd im

age

from

htt

p://

only

hdw

allp

aper

s.com

juiceletter 06

good indicator if the physical ad that you see is good. It really depends on the measurement or what the client’s objectives were. So for Nuffnang, if the client’s happy with the outcome, we know the campaign was a success.

So what now, with Nuffnang?

JA:What are some of the other problems or disadvantages Nuffnang has encountered in relation to online advertising?

CP:It’s still a big barrier. I mean the Philippines has a very low internet penetration rate as compared to our neighboring countries. Internet penetration is very, very low--meaning the reach of the blogs isn’t as high as compared to TV and radio (which is even higher). There’s a lot of

education involved–by informing old marketing people or old clients who use to try traditional media to invest in something new, something to digital and to reach new consumers and a lot of education about metrics and how we campaign.

JA: How has Nuffnang adapted to changes in technology and social media in the web?

CP:We’re lucky because our main office is in Malaysia. Malaysia is one of the forefronts of social media and new technology. Just because their industry is much more developed than the Philippines so instead of adapting what happens is we become leaders in technology in whatever we’re doing. We’re the only that has a system that actually can monitor and serve ads quickly – get in line in 10 to 20

minutes and have an ad up in 1,000, 2,000 or 23,000 blogs. So it’s not about adopting but more on innovating in the industry for us.

JA: What can you say about the current state of online advertising?

CP: Online advertising is still very young. I mean, we haven’t seen the full potential of what it could be in the Philippines. Especially with Facebook being so big, there is a lot of potential. There is a lot of growth. There are a lot of different ways to execute campaigns. It’s just a matter of time and it’s just a matter of what people will come up with. ||

Page 10: Juiceletter 1112 2ndsem issue 2

Know your Ad Agency|

Saatchi & Saatchi

Fast facts: Saatchi & Saatchi turned into a global creative communications company headquartered in New York from a start-up agency in London in 1970. They say that they aim to fill the world with Lovemarks, otherwise known as “brands that inspire loyalty beyond reason.” With 140 offices in 76 countries, the agency is now part of the Publicis Groupe, one of the world’s largest communications groups. In the Philippines, the agency is known as Ace Saatchi & Saatchi, a full-service integrated communications agency.

Notable workA silver Cannes Lion for their work for The North Face, a Safeguard “fish” TV commercial (and print ads, too), and Ariel print ads.

DM9JaymeSyfu

Fast facts:They must feel incredibly proud. The agency recently won a Bronze Cannes Lion for their “Tara Na” tourism billboard. As part of the DDB Worldwide Communications Group, this full-service agency was founded by ad giants Merlee Jayme and Alex Syfu. They live by the philosophy “Great Ideas, Great Results”—and that has a trademark. Named after one the most creative agencies in the world, DM9 Brazil, they encourage “powerful creative collaboration across borders, across disciplines.” The agency also consistently works in partnership with Gabriela, Gawad Kalinga, and Caritas, among others. Notable workAside from the “limestone” billboard, there’s the Tanduay Ice “Masarap Ang Bawal” TV Commercial and billboard featuring Lourd de Veyra. “No to mining in Palawan” ads featuring the pilandok, the dugong, and the pangolin.

Hybrid and Home-grown

It’s the never-ending story of the best ad agencies. Redefining creativity in the country, the rest of these agencies are a testament to Filipino talent, quirkiness, and fun. From merging with global agencies to braving through the waters by starting from scratch, these agencies fit the bill for being part of the Philippines’ best and most innovative in advertising.

07 juiceletter

by Karla Cristobal

Well, that’s just cheeky. Saatchi & Saatchi created ‘Outdoor Essentials’ for outdoor sports gear store The North Face.

Same limestone cliff, different price. DM9 makes it easy for the potential tourist to choose between Thailand and the Philippines.

features|

Page 11: Juiceletter 1112 2ndsem issue 2

Making a point. TBWA helps Adidas and its customers to go for the original. ‘Cause fakes just hurt--literally.

Your Philippine Star. TBWA proves how consistently creative it can be through a promotion of one of the country’s broadsheet newspapers.

Lowe Humor. What do a robber and a runner have in common? They go to Mr. Quickie to make their jobs easier. And of course, there’s Cornetto. Go ‘tugs-tugs-tugs’ just for twenty pesos.

Two ads from Publicis JimenezBasic. For Alaxan FR, there’s Manny Pacquiao. For Greenwich, it’s just that cheesy.

Lowe Worldwide

Fast facts:Lowe started as LINTAS (Lever International Advertising Services ) in the 1940s . Now, the agency has become a unit of The Interpublic Group, one of the world’s largest advertising agency holding companies. Branching out into the other parts of the world, Lowe began in the Philippines in 1978. Formerly known as Ammirati Puris Lintas, then C.A. Lintas, then Lowe Lintas, they finally stuck to the name Lowe Philippines. Their philosophy? “Populist Creativity through the laser like analysis of the core problem and brilliant insight into contemporary culture”.

Notable work The unbelievably hilarious 20-pesos Selecta Cornetto ‘sweater’ and ‘bouncer’ commercials. More of Selecta with the ‘magical world of chocolate seas and mountains’ with the Hershey’s Ice Cream ads.

Publicis Groupe

Fast facts:One of the world’s largest advertising holding companies, the Publicis Groupe goes for digital and traditional advertising, media services, and specialized agencies and marketing services. Its main subsidiaries are Leo Burnett Worldwide, Publicis Worldwide, and Saatchi & Saatchi Worldwide. Wondering why there’s an ‘e’ with the Groupe? That’s because this ad giant’s headquartered in Paris, France. It’s Publicis JimenezBasic and Publicis Manila for you here in the Philippines.

Notable workManny Pacquiao’s “Aray Ko, Galing Ko” for Alaxan (complete with the monuments in front of MoA) and Greenwich’s incredibly popular (and effective) “Ang Cheesy” advertisements (Publicis JimenezBasic)The nostalgic ad depicting a couple growing up and growing old together for Nestlé and the “I-bottomless ang Saya” TVCs for Nestea.||

TBWA Worldwide Fast facts:Head to Midtown Manhattan, New York and there you’ll find TBWA Worldwide. Founded in Paris in 1970, the agency’s name was formed from the agency forefathers’ surnames (Tragos, Wiesendanger, Bonnange, and Arijoldi). Purchased by the world’s largest ad agency holding company, TBWA has since been a part of the Omnicom Group family, which includes giants BBDO and DDB since 1993. Locally, it’s TBWA\SMP, which stands for Santiago, Mangada, and Puno. As of 2011, TBWA\SMP has been awarded the 4-A’s (Association of Accredited Advertising Agencies Philippines) Agency of the Year for four times.

Notable workThe Boysen TV Commercial entitled “Home Sweet Home” with the bungangera housewife and the camouflaged, painted-on husband. Penshoppe ads circa 2006 and a couple of Adidas ads

juiceletter 08

Page 12: Juiceletter 1112 2ndsem issue 2

Ad International:

09 juiceletter

Best ads from around the world

features|

InterbestWell that was close.

Y&R Not Just Film Amsterdam, Netherlands

Coca-ColaCelebrating 100 years with the world’s first Tansan billboard

McCann WorldgroupPhilippines

Shikun and Binui: SunlightBecause the sun gives more than light.

BBR Saatchi & SaatchiTel Aviv, Israel

Page 13: Juiceletter 1112 2ndsem issue 2

BMW M3 CoupeExceeding limits through light and reflection

Service PlanMunich, Germany

MS WaikatoEvery moment’s a scare.

Colenso BBDOAuckland, New Zealand

OreoEven the elevator is doing the dunk.

DraftFCBNew York, USA

juiceletter 10

Page 14: Juiceletter 1112 2ndsem issue 2

Photos courtesy of the USC

When the student world ends, the real world begins

opportunities for students to be critical when choosing their career path hopefully convinced them to work for the companies.

The UJF Symposium, an Alternative Classroom Learning Experience (ACLE) last January 20, ended the week. Led by speakers Ponce Samaniego, Jenny Blas, and Eric Pasion, inspiring talks about social entrepreneurship, corporate social responsibility, and alternative careers were held during that week.

When the Student World Ends,

the Real World BeginsThe UJF represents the many possibilities and opportunities that await the UP student outside the campus. A lot of people say that UP is much like the real world,

but as long as we are tied to our Form 5s and encouraged to validate our IDs, it is the life of a college student that we should foremost prioritize. Fortunately for us, being in this university is a feat on its own, what with juggling academics and extra-curricular activities in our student orgs.

“It is about living out the promise of the Iskolar ng Bayan – Honor, Excellence, and Service to the nation,” Gelo Avendaño, Promotions Head of UJF shared, saying that the UJF brand is uniquely UP. “I am proud to say that UP AdCore is living out this promise in the best way it knows.”

Resumes received? 1000. People reached by promotions? Nearly 4000. With a vast number of student attendees, you can easily say that this year’s UJF was a success. ||

background

photo from

im

kellyblog.b

logsp

ot.com

Students and job-seekers from all over Metro Manila gathered in

this event sponsored by the UP Office of Counseling and Guidance (OCG), UP Office of the Vice Chancellor for Student Affairs (OVCSA), and UP Alumni Association. This year’s UJF was organized by the University Student Council (USC), Engineering Student Council (ESC) and the UP Advertising Core.

It All EndsI’m sure you’ve all heard of the much-hyped Mayan calendar which prophesied the end of time on the 21st of December. But for graduating university students, it may come in the month of April.

True enough, the student world might end but the real world is only beginning. No one can ever be truly ready for the end of schooling, yet UJF has helped by giving tips on resume writing for job applications, power dressing, acing that job interview, and evaluating job offers.

It All BeginsThe College Tour from January 17-20 marked the beginning of this two-week experience with the UJF. Career talks given by participating companies such as PPDI, Accenture, Hitachi GST, and Deutsche Knowledge Services among others, opened

University Job Fair 2012

by Kaye Largo

11 juiceletter

updates|

Page 15: Juiceletter 1112 2ndsem issue 2

Publicity Material courtesy of Bianka Meily | Photos from UP Advertising Core groups page on Facebook

Our ACLE? Total eye candy. One of our first Alternative Classroom Learning Experiences (ACLE) of 2012 certainly got the curiosity and attention of many.

The semester’s ACLE, For Your Eyes Only, filled BA 301 with an enormous

crowd greater than what the venue can seat. For the team, this meant two things: one was underestimating the number of attendees; two was that it had good publicity and support from the members and applicants. Let’s give it up for org spirit!

For Your Eyes Only was a talk on Basic Food Styling and Photography. It explored the work associated with the business and a preview of what it’s like to delve into the industry of food styling and photography. Married couple Edwin Obcemea and Chiqui Lloren-Obcemea who have been both in the industry for some time now, were the guest speakers for the event.

Looking at their sample work, it’s amazing how the couple can make simple dishes look so enticing. Usually, Ma’am Chiqui takes care of food presentation, assisting Sir Edwin while he takes the photos. The success that they accomplish in their business really is attributed through their collaboration and hard work.

After sharing some of their most memorable experiences in the business, they also shared their inevitable stressful encounters. The speakers didn’t only discuss food styling and photography, but gave career advice, as well. In the end, Sir Edwin advised that one should stick to where his love and passion lies.

Their sample photos were not the only amazing sight to see during the event. Of course, a lot of AdCore members and applicants f il led the seats of the venue. But as the event was open for all, even non-Adcore affiliated guests became our attendees. W hatever their reason for attending was, it ’s pretty sure that all of them enjoyed and learned a lot from the ACLE.

With the event having been executed successfully, the team can only be grateful and proud.

All I can say is that For Your Eyes Only, truly, has been a delightful AdCore eye candy. ||

Who Says Food Is For Eating?by Rafaello Batobato

|updates

juiceletter 12

Three of our members surely enjoyed the ACLE. Maybe they’re just hungry?

Smells like team spirit. Team ACLE with the Obcemeas, the power couple of food styling and photography, after the seminar.

Page 16: Juiceletter 1112 2ndsem issue 2

by Aly Pucyutan

background courtesy of Celine Lucasan | Photos by Gale Griego

Inside the world of Productions

The epitome of cool. Meet one of the country’s top commercial directors, AF Benaza, who has worked with Globe, Energizer, McDonald’s, among others.

Attention span. Members and apps intently listen-ing and watching as Mr. AF Benaza of Revolver Studios, delivers a presentation.

AdCore members and applicants were able to have a glimpse of the

production side of advertising through an AdVenture to the studio behind the famous commercials of Selecta Ice Cream, The Chowking Specials, Andoks series, Energizer, and the Nescafe Crystal necklace—Revolver Studios Inc.

Michelle Dilag, marketing officer of Revolver, discussed the process of producing television commercials. It all begins with the birth of a concept from the creative advertising agency, then goes to the awarding of the project to the production house. Lastly, it goes down to the shooting and finally, the showing of the commercial on TV. What she shares is that the process is very tedious and laborious, requiring employees to go here and there and spend sleepless nights. But if you love what you do, isn’t the work all worth it?

That’s what Mr. A.F. Benaza, renowned commercial director and co-owner of Revolver shared by giving an inspirational message to the attendees. He emphasized on the point that being creative advances people. Knowing what you like and want molds your image as a professional. And lastly, he reiterated that doing what you want provides the best fulfillment to you.

“It’s not about where you went or what you were but its about what you are now and will be. It’s up to you to take things further,” Direk A.F. ended.

AdVenture is an activity of the organization every semester which aims to expose its members and applicants to the real world of advertising. Doesn’t that get you excited for AdCore’s future visits to ad agencies and production houses? ||

AdVenture:

updates|

13 juiceletter

Curiosity satisfied. Attendees of AdVenture take a group photo after their visit to Revolver Studios. Hope it opened more career alternatives, as well!

Page 17: Juiceletter 1112 2ndsem issue 2

Fete de la Lumiere: AdCore Week Lights Up Your World!

photo by Nikko Pascua | Pubmat Courtesy of Jacques Reyes

star

s b

ackg

roun

d fr

om p

sdgr

aphi

cs.c

om

by Celina Ferraris

Nothing says celebration quite like a festival. And from February 20 to 28,

AdCore gave us just that. Aptly entitled Fête de la Lumière (Festival of Lights), this year’s AdCore Week celebrated the organization we all love and the excellent people behind it through lights, food, and a whole lot of excitement!

To start the week right, Team AdVocate visited Barangay Payatas for a campaign to promote cleanliness and personal hygiene. The participants learned a lot from the talk given by Professor Mortel. Children and grown-ups alike who were present at the event brought out their competitive side as they played the games prepared by the team. Everyone enjoyed and learned a lot from the event. It was truly a clean sweep!

The next day was just as fun as AdCore unravelled the gallery in the 3rd floor of the BA building. It featured a timeline of AdCore’s history as well as descriptions of the different departments. It was also decorated with pictures of AdCore’s past projects and events. Illuminated entirely

by black lights, the neon-filled gallery was definitely a feast for the eyes.

Wednesday afternoon was très bien as we held our grand pakain! The event was bursting with flavor as it had everything from the classic pancit to the classy chocolate fountain. Some lucky guests even received a sweet treat from Cerealicious! In the evening, AdCore lit up the night with the Poi dancing workshop. The Emerald Dancers showed grace and skill as they performed a fire dance for everyone.

Thursday was a celebration of the AdCore family as the members and applicants enjoyed an afternoon of films! The marathon featured delightful movies like Imaginarium of Dr. Parnassus, Jeuxd’enfants (Love Me If You Dare), Across the Universe, Zombieland, and Water for Elephants.

Finally, AdCore capped off the week of celebration with a memorable CulmiNight!

Fête de la Lumière was an undeniable success. Things will surely looking bright for AdCore. ||

|updates

juiceletter 14

Page 18: Juiceletter 1112 2ndsem issue 2

by Ace Acebedo

photos by Jed Berenguer

Can You Keep Up?

Job well-done. AdVance AVP Ace Acebedo and AdCore President Jha-nette Co take a photo with Tricia Camarillo of McCann after the session.

With such a knowledgeable and engaging speaker like Ms. Camarillo, AdVance attendees take notes, discuss concepts, and pay close atention to the talk.

For three Saturdays of January and February, AdCore members and

applicants headed over to CBA to participate in AdVance business seminars. In line with the mission of AdVance to bring advertising closer to UP AdCore, the Team invited three competent speakers from leading advertising agencies of the country. Aside from sharing their expertise with us, they also let us in to some interesting discoveries about the world of advertising.

For this semester, the theme of the series of learning workshops is “Ride the Tide” as it aims to ensure that AdCore members and applicants can keep up with the newest and most relevant forms of advertising today.

The first session was “Advertsing 101”, an introduction to the exciting world of advertising as well as a presentation of the unsung career opportunities in the

AdVance:

field. Ms. Reggie David from Publicis Jimenez Basic delivered a comprehensive and entertaining lecture regarding the topic. She prepared a very informative and engaging presentation complete with video clips and ads from her agency. She was also very gracious to answer questions from the crowd.

The second leg of the series was a fusion of two emerging trends in advertising: “Social Marketing and Social Media Advertising”. Ms. Darlene Ramos of Human Nature clarified the distinction between the two, which are mistakenly interchanged. She was also able to provide a clear account of how these advertising forms can be developed in order to provide competitive advantage to any organization.

The final part of the series was entitled “Guerrilla Advertising: The Crazier, The Better”, and it showcased the hottest trend

in advertising at the moment. We were fortunate to have Ms. Tricia Camarillo of McCann WorldGroup, who gave an insightful and entertaining talk complete with case studies. She showed examples of how her agency had successfully utilized guerrilla advertising for some of the biggest brands in the world. She was also able to tell the attendees about how exciting it is to work in an advertising agency and be surrounded by creative people.

Attending AdVance is definitely an educational and fun way to spend a Saturday afternoon. I am sure all those who attended learned so much from the insights and experiences shared by the guests. Again, the AdVance team would like to thank everyone who joined in and took part in this learning endeavor.

Attended one or every session of AdVance? You can keep up, for sure. ||

updates|

15 juiceletter

Page 19: Juiceletter 1112 2ndsem issue 2

It was the first day of classes at AdSchool on the 30th of January. Our first speaker,

Mr. Julien Tan, is the president and creative director of Guerrilla Advertising Design, who talked about the creative thinking process in advertising. He explained that ideas often come by devouring information from a variety of experiences, from observing every environment we are exposed to. Moreover, no matter how great an idea may be, if it is not “on-strat” or in line with the objectives of the client, then it is not a good advertising idea.

In the latter half of the session, we got step-by-step instructions on Photoshop from our very own Creatives Department, Nikko Pascua. He taught us the basic (and the most useful) tools in Adobe Photoshop with a little bit of flair.

For the second AdSchool session last February 13, students were taught how to use specific tools in making beautiful posters. The first speaker (again from the Creatives Department), Janina Guerrero, taught us the basics of Adobe Illustrator and some of its practical uses like making logos.

The second speaker was Nikko Pascua (you’re on a roll, Nikko!), who taught some of the basics of design and layout for posters and other publication materials. He emphasized the importance of color harmony, basic typography and proper layout of elements.

The third and last day of AdSchool took us on a creative joyride courtesy of film director Marie Jamora. She’s been known for directing dynamic music videos and TV shows. For the third AdSchool class, she presented two examples of her work related to advertising: one in which she was limited to the concept given by the client, and one in which she had more creative freedom.

An A+ for AdSchool

photo by JR Geronimo

bla

ckb

oard

bac

kgro

und

from

cha

rlesr

usse

ll.co

.uk

Time for school. Mems and apps are happy campers after attending an AdSchool session. We know that they’ve learned a lot!

She shared with us a very important tip. She said that no matter where we’re working at, what kind of project we’re working on, or which people we’re working with, we must ALWAYS BE CLEAR. Be clear with our objectives. Be clear with the ideas we want to execute. Be clear with the people—the actors, the producers, the directors, etc.—about the work situation. She emphasizes that by being clear we exhibit professionalism.

After three long afternoons of think, work, and play, AdSchool finally ended. Everyone definitely got an A+ for a job well done on their three classes of AdSchool! ||

by Milan Barretto

|updates

juiceletter 16

Page 20: Juiceletter 1112 2ndsem issue 2

New Breed:

Meet Your ExeCore

There’s nothing short of exciting in AdCore—and this year’s ExeCore

elections proved just that. From multiple candidates vying for vice presidential positions to their campaign materials and GPoAs, it sure did get mems and apps pumped up to vote. The result? An impressive voter turnout of 100%. If that’s not enough, the initial elections brought about a tie for the contenders of the F&CA department. Ultimately, AdCore held separate elections for the F&CA VP.

After all the thrill and the tension, AdCore finally has a new breed of ExeCore for our next (and seventh!) year.

EXECOREmeet your

17 juiceletter

Page 21: Juiceletter 1112 2ndsem issue 2

UP AdCorePresidentGelo Avendano~

I shifted out of Computer Engineering without knowing exactly what I wanted. It just had to be safe, flexible, and secure; something that could mix math and money, like BAA. But to my disappointment, I only got accepted to BA. I was frustrated at first, but little did I know that it was going to be one my biggest life-changing moments.

I only engage myself in things that I really want. Out of passion for dancing, I joined UP StreetDance Club. Out of an interest in advertising, I joined AdCore. I also saw its potential as an organization and it had values which I believed in. It was something I wanted to be part of. I was joining another org when I was applying for AdCore. I didn’t get in the other org, but that was a blessing in disguise. Looking back, I know things couldn’t have turned out any better.

Aside from UJF, my favorite AdCore event would be Teenspeak. It bridges AdCore with the biggest companies in the country. It alo showcases AdCore’s talent all over the university. Lastly, it’s proudly our own.

My platform is like Promil’s Gifted Child campaign. AdCore is a gifted child. It is young and it has great potential. My plan is to nurture it the best way possible so that it could utilize its gifts fully and reach its dreams, its vision. ||Basically, it’s building on our foundation--our core

values; strengthen all that we have as of present; and reach out to UP and the advertising industry. Here are some of the projects I’m proposing: 1. An information system for efficient access to data

for goal-setting, and for the benefit of present and future leaders of AdCore,

2. Eliminate unnecessary and avoidable costs through partnerships with suppliers and clear task delegation,

3. University-wide advertising awards to promote effective and responsible advertising in UP.

That’s just a glimpse of my plans. I’ll still have to discuss everything with the incoming ExeCore and to the rest of AdCore. Here’s to an excellent year 7!

Name: AVENDAñO, AngeloNickname: GeloYear: Incoming 5thBS Business Administration

Previous AdCore Positions Held: SY 2011 – 2012 2nd SemesterProject Head, UJF ExecutionPRP AVP, Website TeamPRP Manager, AdHere Manager, Teenspeak Ad Hoc TeamSY 2011 – 2012 1st SemesterProject Head, UJF PlanningPRP AVP, Website TeamPRP Manager, AdVocate

Photo by Aly Pucyutan juiceletter 18

EXECOREmeet your

Page 22: Juiceletter 1112 2ndsem issue 2

VP forCreativesNikko Pascua

Write-up by Celina Ferraris | Photos by Aly Pucyutan | Photo edited by Gerard Lahoz

While I was taking Math17, I came to realize that I can’t do that stuff for the rest of my life. I decided I have to pursue a course which involves one of my passions. I decided to pursue FA since I’m not the type of guy that’s technically skilled for Music. ! Then, I chose ViscComm because I find it to be the major best suited for me as a designer and/or an artist.

Pursuing a career in Advertising would probably be at the top of the career paths list of any VisComm major. And I thought that AdCore would be the org for me.

It has to be AdSchool. AdSchool’s purpose is to teach all of us about design. Besides the knowledge and all that shiz, AdSchool also invites awesome speakers for their talks/workshops! So why wouldn’t it be my favorite AdCore event?!?

The best way for me to help AdCore is to the Creatives department! I get to share my talent and my knowledge in design. Also, I wanted to get opportunities which can help me build my portfolio. No doubt, Creatives dapat ako.

My GPoA mainly focuses on a series of workshops, besides AdSchool. I want AdCore to learn what I believe AdCore needs to know.

I think it has to be this sticker thing on a plane. It’s basically a real life infographic. It’s creative, innovative, and definitely informative! ||

Name: PASCUA, Nikko Allen M. Nickname: NikkoYear: Incoming 3rd, BFA Major in Visual Communication

Previous AdCore Positions Held: SY 2011 – 2012 2nd Semester:Creatives Manager, AdCore WeekCreatives Manager, AdVocateCreatives Manager, AdSchoolTalent Pool, Punch CreativesSY 2011-2012 1st Semester:Creatives Manager, Teenspeak, Creatives Manager, AdSchool, Talent Pool, Punch Creatives

Write-up by Celina Ferraris | Photo by Aly Pucyutan 19 juiceletter

EXECOREmeet your

Page 23: Juiceletter 1112 2ndsem issue 2

VP forF&CAAriane Tan

Finance andCorporate Affairs

It’s quite different and it’s the closest course related to business. The course is very challenging! I also love the way the students are trained to think critically and beyond what is given.

I joined AdCore because my friends are here. What I found out was that I love the warm and friendly environment here, too!

I’m in this department because I feel that it’s part of my personality to be really frugal when it comes to money. For me, F&CA’s the department where I could work better and like I said, it really is closest to my personality.

AdCore Week! Because it’s AdCore’s week! Haha! Aside from lots of freebies, you almost feel that it’s your ‘ birthday’, too. Aside from that, this is where you’ ll see dedicated mems who really help with every activity. You also get to see mems who go to every activity!

I would have to say that this particular ad for KitKat represents my GPoA. It’s simple, clear and straight to the point! ||

I really have 2 main objectives: a. Systematize the processes to increase transparency

and supervision- stricter implementation of rules and regulations, regular Finance and Cor aff gatherings for advising and updates, etc

b. Maximize the potentials of Punch Creatives and Team Finance by

1. providing different products and services 2. improving quality and design 3. increasing online promotions 4. avoiding time lags between products/projects

Name: TAN, Trixie ArianeNickname: ArianeYear: Incoming 4thBS Economics

Previous AdCore Positions Held: SY 2011 – 2012 2nd SemesterFin & Corp Aff Manager, Team AdditionFin & Corp Aff Manager, Team AdhesiveFin & Corp Aff Manager, Team Advocate

Write-up by Celina Ferraris | Photo by Aly Pucyutan juiceletter 20

EXECOREmeet your

Page 24: Juiceletter 1112 2ndsem issue 2

VP forHRDana So

Write-up by Celina Ferraris | Photos by Aly Pucyutan | Photo edited by Gerard Lahoz

HumanResources

I was initially a BS Chemistry student. I originally wanted to shift to BS Chemical Engineering, but my father decided that I shift to BS Business Administration and Accountancy. After a year in that course, I realized that I am not into Accounting. I shifted to BS Business Administration and found that the course fits me.

Safeguard, because mothers know best. And the mother would always want to keep her family safe. That’s why she lets her family use Safeguard. ||

After the revalida, being in HR came first in my mind. After I did want to transfer to F&CA because Jhanette was there. But I was still retained in HR. I stuck by it after that.

Human Resources are the most important element in an organization, and effective management of it will lead the way for the organization’s success. To achieve this success, I would like to promote a homey environment to the members and future applicants of the organization. This home will constitute the AdCore Family where all the members will be brothers and sisters of each other and I’ll be serving as the AdCore MAMA.

This would include solid programs that would reach out to not only mems and apps, but our alumni as well. I would like to takeour HR activities up a notch. Pregnant Mama and Proud Mama would allow HR to really take care of our apps and even providing a

Name: SO, DanalaineNickname: DanaYear: Incoming 4th, BS Business Administration

Previous AdCore Positions Held: SY 2011 – 2012 2nd Semester AVP, Team AdDition Human ResourcesSY 2011 – 2012 1st SemesterAVP, Team AdHesive Human ResourcesSY 2010 – 2011 2nd SemesterFin & Corp Aff Manager, Team AdDition Human Resources Manager, Team AdDendum,

Write-up by Celina Ferraris | Photo by Aly Pucyutan

special AdDendum. Caring Mama would be for the mems, so as to motivate them. Finally, Daring Mama would be reserved for alumni relations.

21 juiceletter

EXECOREmeet your

Page 25: Juiceletter 1112 2ndsem issue 2

VP forPRPJedo Enriquez

Public Relations and Promotions

I chose BAA because of the competitive nature of the program which was designed to bring out well-rounded students. Also, I chose BAA because of the great students and professors that I have the opportunity to interact with everyday.

Ever since entering college I had always been fascinated with advertising and promotions. When I was able to meet some of AdCore’s members, they encouraged me and said that AdCore really suits my passion and competencies. This urged me to become part of the org, and the rest is history.

I really like UJF because it’s something that provides tangible service to the students of the university. UJF, having a lot of history behind it, has become one of the biggest events in UP, and it’s refreshing to think that AdCore now plays a huge part in making it happen every year.

W hen I chose where to apply as VP, I decided to be part of PRP. This is because I feel that I can contribute more to AdCore with the projects under PRP. I think this is a crucial time for AdCore as it’s starting to move out from its early years. So it must project its image and branding towards the university for it to be well-recognized.

+PLUS in Passion is launching a University-Wide Event as part of AdCore Week, whether it may be a large-scale symposium featuring activities related to advertising, or an advertising and design competition.

+PLUS in Leadership using an event’s funding more efficiently, focusing on nonconventional, innovative trends in promoting campus events.

+PLUS in Unity is coming up with more interesting articles and promotion for Juiceletter.

+PLUS in Success is establishing a team that will lead the org in different BA events to establish our presence in our home college. ||

Name: ENRIQUEZ, Joe DrigoNickname: JedoYear: Incoming 4thBS Business Administration and Accountancy

Previous AdCore Positions Held: SY 2011 – 2012 1st SemesterCreatives Manager, University Job Fair 2012 Promotions Team Creatives Manager, Team AdDition

Write-up by Celina Ferraris | Photo by Aly Pucyutan juiceletter 22

EXECOREmeet your

Page 26: Juiceletter 1112 2ndsem issue 2

VP forSEaLCam Carag

Write-up by Celina Ferraris | Photos by Aly Pucyutan | Photo edited by Gerard Lahoz

Special Events and Logistics

What initially influenced me to take IE was a restriction by my high school on its students. IE had then seemed like the nearest I could get to an actual business course. Once you get past the Eng’g side of it, what’s left is a good mix of management, problem solving and optimization skills.

My favorite AdCore event would probably be AdVocate. It makes an impact on the community on a social level while raising awareness about the organization itself too. Through AdVocate, AdCore is able to show that there’s more to advertising.

I think that the Coca-Cola Tansan Billboard is able to represent visually what I have in mind for SEaL. In a nutshell, I want SEaL to have unique projects that will be the talk of the town. ||

Although I’ve been committed to PRP, I have to confess that PRP was only my second choice of department as an app. SEaL is my first love. Now that I

In general, my GPoA is to go full force in all of SEaL’s projects and events for next year.

Now that we have established ourselves within the university, it’s time we allot ample focus on external relations as well. To do that, we’ ll expand our line-up of projects and create partnerships with our colleagues in FAO.

There’s also going to be a SEaL Kit. It will include AdCore’s client book, contacts database, SEaL 101, permits, and a standard project evaluation form--to be collated and used as reference for future teams.

We’ll also endeavor to build a strong Project Portfolio for project proposals sent to prospective clients and ad agencies.

Name: CARAG, Camilla Mia Nickname: CamYear: Incoming 3rd, BS Industrial Engineering

Previous AdCore Positions Held: SY 2011 – 2012 2nd Semester:FAO RepresentativeSY 2011-2012 1st Semester:AVP, Public Relations and PromotionsSY 2011-2012 1st Semester:PRP Manager, Advocate

Write-up by Cris Sarmiento | Photo by Aly Pucyutan

finally have the chance, I want to pursue SEaL because I’d like to take an active role in expanding SEaL’s line-up of projects.

23 juiceletter

EXECOREmeet your

Page 27: Juiceletter 1112 2ndsem issue 2

1. Lexie Jarantilla 2. Janina Guerrero 3. Bianka Meily 4. Celine Lucasan juiceletter 24

goodnesspulpy

1 2

Page 28: Juiceletter 1112 2ndsem issue 2