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Reminiscing with our gang of mass-market magicians


I wept as I watched Supertyphoon “Yolanda” destroy lives and homes in Tacloban with end-of-the-world fury. Millions of others, too, watched in tears. Hope and help were also blown away by the storm.

Posted: January 26th, 2014 in Columns,Featured Columns,Headlines,Sunday Lifestyle | Read More »

Culture vulture advertising


A recent estimate reveals that the average viewer sees roughly 2,300 commercials per month. Better still, include the daily dosages of shocking news headlines on bloody events around the world.

Posted: January 12th, 2014 in Columns,Featured Columns,Headlines,Sunday Lifestyle | Read More »

Lost in translation


In the ’60s, Procter and Gamble, USA, regularly assigned young marketing managers to work as BPMs (brand promotions managers) in the Philippine offices. They became our immediate clients, and at the ad agency I worked for, we called them “hotshots.” They acted with appropriate swagger as coach, mentor and quality control bosses for lower-ranked Filipino brand men.

Posted: December 1st, 2013 in Columns,Featured Columns,Headlines,Sunday Lifestyle | Read More »

Unsolicited advice from a retired ad man


I spent 46 years in advertising, handling the biggest brands and the biggest clients in the Philippines. I retired in 2007. Here’s a summary of my views on the dynamics of consumer culture.

Posted: November 3rd, 2013 in Columns,Featured Columns,Sunday Lifestyle | Read More »

Once we were called Mad men

DON DRAPER, lead character in the TV series “Mad Men;” the author during the “Mad Men” years of advertising in the early ’60s.

I got hired in advertising in 1961, and throughout the ’60s and ’70s we were imitative of the jargons, posturing and thinking of ad men in Madison Avenue, New York, US of A.

Posted: July 21st, 2013 in Columns,Editor's Pick,Featured Columns,Featured Gallery,Headlines,Photos & Videos,Sunday Lifestyle | Read More »

Writing for my target audience


Every week, my challenge is to find a theme that my target audience can relate to. I go for the high involvement of my readers when they read my column. I choose themes with a sense of originality.

Posted: April 21st, 2013 in Columns,Featured Columns,Headlines,Sunday Lifestyle | Read More »

Hit your home runs


My nephew, Kyle Gozo, a young, classy art director, set up his own shop with a partner last year. He’s a Fil-American, the Tom Cruise kind who finished his Advertising course at Columbia University in Chicago.

Posted: March 3rd, 2013 in Columns,Sunday Lifestyle | Read More »

Celebs, babies, beer: its Super Bowl ad time

This undated screenshot provided by Axe shows the Super Bowl advertisement for Axe. Axe's 30-second ad in the third quarter of the game shows a woman in the ocean getting rescued by a sexy lifeguard, but going for an astronaut instead. It promotes Axe's new cologne "Apollo" and its contest to send someone on the first suborbital space tour in 2014. AP/AXE

Sex sells. Babies sell even more. And advertisers are hoping animals will make you laugh all the way to their stores.

Posted: February 4th, 2013 in Lifestyle Stories | Read More »

Credibility will get you everywhere


In 1968, Mr. John Gokongwei, 45 years younger and not yet a top Asian taipan but already a bullish food and beverage entrepreneur, made me feel 10-feet tall, without him even knowing it.

Posted: January 20th, 2013 in Columns,Featured Columns,Headlines,Sunday Lifestyle | Read More »

How to build a culture of creativity


In my 40 years of establishing and managing advertising agencies such as Basic Advertising and Basic Foote Cone and Belding (president and chief creative officer); Publicis Basic (chair and CEO); Publicis Jimenez Basic (chair); and Publicis Manila (chair and CEO), I’ve learned and executed the secrets of success.

Posted: January 6th, 2013 in Columns,Featured Columns,Headlines,Sunday Lifestyle | Read More »

In loving memory of a ‘lalaking disente’


I dug up the bones of my father, Godofredo “Tatay Godong” Ordoñez, in 1998. Tatay Godong died in 1937, when I was still an infant, barely a year old. After 60 years, his grave was in a sorry, decrepit state and I decided to transfer his remains to a newly built mausoleum where my mother was buried.

Posted: November 4th, 2012 in Columns,Featured Columns,Featured Gallery,Headlines,Photos & Videos,Sunday Lifestyle | Read More »

  1. How to enjoy Buntod
  2. Life lessons I want to teach my son
  3. Kim Atienza: At home with art and design
  4. ‘Wild West’ Masbate’s pristine marine gems
  5. How Zsa Zsa Padilla found Conrad Onglao; Sharon Cuneta played Cupid
  6. Sweet party for Andi Manzano
  7. Haneda International Airport: A destination on its own
  8. Historic Fort Bonifacio tunnel converted into a septic tank
  9. Entering the monkhood a rite of passage
  10. How Margie Moran-Floirendo keeps her dancer’s body
  1. How Zsa Zsa Padilla found Conrad Onglao; Sharon Cuneta played Cupid
  2. Are your favorite malls open this Holy Week break?
  3. Historic Fort Bonifacio tunnel converted into a septic tank
  4. ‘Labahita a la bacalao’
  5. Miss America: Don’t suspend teen over prom invite
  6. How Margie Moran-Floirendo keeps her dancer’s body
  7. This is not just a farm
  8. President Quezon was born here–and so was Philippine surfing
  9. Levine designs womenswear with help from fiancee
  10. Clams and garlic, softshell crab risotto–not your usual seafood fare for Holy Week
  1. How Zsa Zsa Padilla found Conrad Onglao; Sharon Cuneta played Cupid
  2. Mary Jean Lastimosa is new Miss Universe Philippines
  3. Did Angara ruin Pia Wurtzbach’s chances at Bb. Pilipinas?
  4. Dominique–Gretchen and Tonyboy Cojuangco’s daughter–now an endorser
  5. Vinegar test helpful vs cervical cancer
  6. From Jeannie to mom of suicide victim
  7. San Vicente beaches hidden but not for long
  8. Borgy and Georgina are back; others are off–again
  9. Why is the lifestyle set now afraid to wear jewelry–before Kim Henares?
  10. Sen. Angara: I thought Pia Wurtzbach gave a good answer


  • Camilla’s brother dies in US after head injury
  • Luisita farmers storm DAR compound
  • Trillanes, Ejercito confident they are not in Napoles’ list
  • Easterlies to prevail in Luzon, Visayas
  • Lacson eyes P106-B ‘Yolanda’ rehab masterplan
  • Sports

  • Murray breaks down in tears at Scottish ceremony
  • Mixers trim Aces; Painters repulse Bolts
  • Donaire junks Garcia as coach, taps father
  • ’Bye Ginebra: No heavy heart this time
  • UAAP board tackles new rules
  • Lifestyle

  • Photos explore dynamics of youths’ sexual identity
  • 12th Philippine Food Expo set at the World Trade Center
  • No tourist draw, Malang the croc will remain wild
  • The best flavors of summer in one bite, and more
  • Homemade yogurt, bread blended with pizza, even ramen
  • Entertainment

  • Sony developing live-action Barbie comedy
  • California court won’t review Jackson doctor case
  • Return of ‘Ibong Adarna’
  • Practical Phytos plans his future
  • In love … with acting
  • Business

  • Facebook profits triple as mobile soars
  • Insular Honors Sales Performers at Testimonial Rites
  • Apple increases stock buyback, will split stock
  • Cost-recovery provisions for affected gencos urged
  • This time, BIR goes after florists
  • Technology

  • Top Traits of Digital Marketers
  • No truth to viral no-visa ‘chronicles’
  • ‘Unlimited’ Internet promos not really limitless; lawmakers call for probe
  • Viber releases new design for iPhone, comes to Blackberry 10 for the first time
  • Engineers create a world of difference
  • Opinion

  • Editorial cartoon, April 24, 2014
  • Talking to Janet
  • Respite
  • Bucket list
  • JPII in 1981: walking a tightrope
  • Global Nation

  • Filipinos in Middle East urged to get clearance before returning
  • PH seeks ‘clearer assurance’ from US
  • China and rivals sign naval pact to ease maritime tensions
  • What Went Before: Manila bus hostage crisis
  • Obama arrives in Tokyo, first stop of 4-nation tour