Last March 7 to 10, delegates from all over the country traveled to the Subic Exhibition and Convention Center to...
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.
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.
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.
Self-medication is a practice—and often a problem—that people do all the time. Advertising has worsened the situation as it persuades people that health woes are solved by the pill or syrup being endorsed by a celebrity.
I caught a pretty face in a flash on the TV screen, quick and easy, like a mirage in a desert of vast emptiness. Perhaps the pretty face was an oasis for my parched and lonely soul. That was in May 1984, right after I lost my wife, Tinette Rivera, who died of cerebral hemorrhage. I suddenly found myself a widower, shocked, confused, desolate and mourning.
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.
Okay, so maybe they were in your face, albeit effective marketing material for what they were selling, Bench underwear. But...
I was a cocky 32-year-old creative director in advertising when I did an awful, anti-culture offense against my 80-year-old stepfather. I quit making mano po (the physical and oral gesture of respect for elders) in protest at his involvement in a silly and petty scam that is too embarrassing to mention here.
There’s a new breakthrough in advertising: robotics. Dustin de Torres, director of GrandSlam Marketing, thought of using robots to modernize...
