Made in heaven
At the start of the American regime, a young ilustrado named Pio Gozo from Majayjay, Laguna, married Eugenia Estella, a comely village girl from barrio San Isidro. Thus our Gozo family tree took root.
At the start of the American regime, a young ilustrado named Pio Gozo from Majayjay, Laguna, married Eugenia Estella, a comely village girl from barrio San Isidro. Thus our Gozo family tree took root.
McDonald’s and Jollibee have just simultaneously opened their trendy state-of-the-art stores on Commerce Avenue, approaching Ayala Alabang Village.
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.
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.
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.
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.
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.
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.
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.
Sex sells. Babies sell even more. And advertisers are hoping animals will make you laugh all the way to their stores.
The latest in global fashion, beauty, and culture through a contemporary Filipino perspective.
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