Tuesday, March 25, 2014

Brandie Tan, new ECD of Publicis JimenezBasic

REPORT FROM : http://www.adobomagazine.com/global/module.php?LM=news.level1&id=1395654126226

 Publicis JimenezBasic gets new creative leadership with the appointment of Brandie Tan as ECD. In his new role, Tan will lead the creation of truly integrated engagement between brand and audience. Having won local and international awards for both creativity and effectivity, Tan will guide the creative team in creating business-building, integrated campaigns for some of the country's biggest brands.
JR Ramos, Joint CEO of PJB, shared, "Brandie will be a shot in the arm for our Creative Team at Publicis JimenezBasic. With both creativity and effectivity awards under his belt for traditional, digital, and fully integrated campaigns, he will help improve and push the quality of our work so that our brands remain successful and top-of-mind for many people."
Tan brings with him a wealth of experience having served as ECD of Lowe Vietnam, BBDO Guerrero, and most recently, Lowe Malaysia. He was replaced by Zaidi Awang
 Tan was part of the team that won the first Gold Cannes Lion for the Philippines back in 2007 together with his partner, Tin Sanchez. He has also been integral in the creation of work such as DOT's It's More Fun in the Philippines and Bayan DSL's Lola Techie. In 2011, he was ranked as the no. 1 ECD in the country after having helped BBDO Guerrero garner local and international awards for clients such as FedEx, Bayer Saridon, Pepsi, Anlene, and The Philippine Department of Tourism.
Commenting on his appointment, Tan said, “Publicis JimenezBasic’s work has always been part of Filipino pop culture and I’m happy to now get a chance to be part of creating new campaigns with the hope of achieving the same status. There is much to be done, especially in being able to speak with the audience through mobile, social and online. The goal is to push the work by keeping the insights local and the crafting global.”

Thursday, February 20, 2014

Playing with Dice

Story by Budjette Tan / Art by Bow Guerrero
(originally published in MANUAL magazine, 2010)

He was the only one in the hospital cafeteria. The lady behind the counter had stepped out to go to the comfort room, leaving him and the day’s special that no one really wanted to order.

Miggy felt small seated at that long, white table. He chose the one near the window, hoping to catch a breeze since the lady turned off the air conditioning. The night air was stuffy, made worse by the antiseptic they used to mop the floor that just seemed to punch him in the nose.

He adjusted his eyeglasses as he flipped open another book. His finger ran down the page, searching for the right magic spell.

He was once caught reading the spellbook in class. And of all the classes to get caught in, it just had to be Religion Class with Ms. Saligumba; who completely freaked out when she saw the dragons and magicians on the cover. She lifted the book up high and slammed it down on the ground and declared Miggy a demon-worshipper in front of the class.

The school principal had to call up his parents. Mom and dad were too busy at work that day, so his lolo came over to see what all the fuss was about. After hearing Ms. Saligumba rant and preach about the incident, lolo made Miggy apologize to his teacher and promise to only read the Bible and other school required books during class hours. Lolo even made him promise that to never bring the spellbook to school again.

Ms. Saligumba smiled like a goblin, satisfied that she was proven right. She was about to stand up and bid them goodbye when lolo said their meeting was not yet finished.  Lolo then explained to Ms. Saligumba that the so-called demonic spellbook is actually a rule book to the “Deadly Dragons & Magical Knights” role-playing game.

He further explained that role-playing games can serve as a good education tool to help children expand their imagination, learn teamwork and how to interact with other kids. He then told Ms. Salibumba that he’s played the game with Miggy several times and that at no time were they ever possessed by demons nor have they started to worship the devil. Lolo smiled and told her that maybe she should learn to play some games and not be so serious all the time. 

Finally, lolo pointed out that calling his grandchild a Satanist in front of the entire class was not very nice at all and made Ms. Saligumba apologize to Miggy.  Remembering the pale look of Ms. Saligumba’s face was enough to make him smile.

Miggy continued to go through the book until he reached the chapter of Healing Spells. In his palm was a 20-sided dice. It felt warm in his hand, like a piece of M&M chocolate. The dice clattered on the plastic surface of the table.

He got a 9.

Not enough.

He tried another spell.


Rolled again.


Not enough.


And again.

He had been here since last night, since they brought his lolo to the ICU, and ever since then, he had been trying to roll a 20.

If he rolled a 20 then the healing spell would work. According to the rules of the game, he didn’t really have to roll a 20. Sometimes a 15 would do, since his Casting Ability was already at 30+. There are just moments, certain situations, depending on the degree of difficulty, that a 20 is necessary. Like the time he and his party of adventurers were trapped in lava pits of Vulcarion. While battling a fire demon, he had to project a force shield to protect them and cast a healing spell to save their sorceress. That required a 20. And as luck would have it, he rolled a 20.

He’d rather hear the roar of a fire demon than those little beeping sounds in his lolo’s hospital room. He’d rather listen to the howl of harpies than hear the hollow, rasp of the machine that helped his lolo breath. Here in the hospital cafeteria, he was kept company by the buzz of the florescent lamp and that was more comforting that any of those other sounds, at least for the moment.

He rolled again.


Almost got it then.

Even if he got a 20, he wondered if it would be enough to save his lolo.

He had once seen a TV special about faith healers and bleeding statues, and wondered if that’s how magic manifested itself in the world.  Maybe they were the real magicians. And if they were the real magicians, do dragons still roam our streets in disguise? Who were the dragons? Is it possible that these dragons now hide underneath human skin?

How he wished that he really had a pet dragon, so he could magically fly his lolo to the elves of Ayaniku, who can supposedly heal any wound and have potions that would allow people to live hundreds of years.

He quickly flicked to the next page and got paper cut. That was when he found what he was looking for.

As he licked the wound on his forefinger, his eyes wandered from the book to his pewter cleric figure. They called him Benedictus. The Blessed One. Formerly known as Wodden the Wicked. Beneticus’ red robes looked like it was bleeding on the stark white plastic of the table.

His lolo helped him find the right name for his cleric character using a big book about saints. Miggy loved hiding in his lolo’s library. No one bothered him there. It was his castle. His fortress. His secret door to worlds undiscovered.

Every Sunday, they would visit his lolo and he was allowed to borrow one book. His favorite was the one about the dragon who gave up his magic for the love of a beautiful princess.

He closed his eyes, slowly breathed in, and he stepped through that secret door.  He was greeted by the scent of old leather, of yellowed pages that haven’t been touched for ages, and his lolo’s favorite cologne. 

Miggy would usually find lolo seated behind this black wooden table that cut the room in half.  He’d sit on his lolo’s lap and they’d read a book and lolo would do all the voices of the characters.

            What he really liked were the times lolo would open his desk drawer which had a secret panel underneath. That was where they hid a little sketch book covered in brown leather, kept secure by a leather string that tied around the book three minutes.

This was their journal, their travel log, filled with drawings and doodles of their journey to a place known only to them; where the best mode of transportation were purple talking cats the size of elephants. Or one could rent a circular spinning shield and use it to fly to the other islands. This was the place where they were honored guests of the Queen of the Candy Castle and had to run for their lives from the Tribe of Rotting Houses. He gave a little laugh as he remembered all their adventures.  

Someone suddenly hugged Miggy from behind making him drop the dice. His mom began to cry and tried to tell him in between sobs that his lolo was dead.  The dice clattered under the table.

As tears began to make the whole room become a blur, he took a peek at the dice and saw that it came up 20.

They stayed there for awhile, cried `til they couldn’t cry anymore. They hugged each other tight, afraid to let go. It was as if they were afraid they’d loose the other if they did released from that tight embrace.

On the way back to the ICU he wondered, how blessed is this place.

Room 9

How, if you listened carefully, you would hear the whispered prayers slip out of every room and float down the corridors.

Room 13

These white walls must be holier than a church, he thought. In a church, most people would nod off in the middle of the sermon or keep looking at their watches or cellphones.

Room 15

But here, when people prayed, they thought of nothing else but their prayers: please make him well, heal her, let him live, take away her pain.  

Room 17

They prayed by themselves, they prayed in groups, they prayed as families. Some prayed so loud they could be heard in the next room. Others prayed in song, in whispers, by mentioning verses from the Bible. They prayed with their faces buried under the hospital-issued pillow that slowly became wet with tears.

Room 18

And yet, so many people die anyway.

So maybe the prayers get trapped inside, can’t get out, can’t get heard.

Maybe the hospital is built wrong, should have more windows and doors to let the prayers out and reach the heavens.

            Room 20

He hugged his spellbook as he took little steps into the cold room.

He smiled.

His lolo looked fine, like the many times he caught him napping in the library.

Page 88 was where he got paper cut. At the bottom of that page was the Teleportation Spell. This allowed the spellcaster to send himself or anyone else to a place that was far from all harm. This was the spell he was trying to cast right before his mom hugged him and made him drop the dice.

That was when he finally rolled a 20.


Tuesday, January 28, 2014

The Happiest Day

It started out like any ordinary day. We were walking down the road and soon discovered the path that lead to the Happiest Day.

That was the day Wella told the kapre that if he didn’t stop smoking, he’d end up with ugly, dirty lungs and bad breath. That was the kapre’s happiest day.
(Art by Russell Molina)

Because of that, the kapre let us climb up the magic tree, which lead us all the way up to see all the pretty cities and towns and shopping malls.

(Art by Robert Magnuson)

At the top the tree was the biggest outlet store Wella has ever seen (which was offering 50-70% discount on all items –not just select items) which was one of the reasons why it was the happiest day.

(Art by Laila San Diego)

Travelling from shop to shop, they rode the Gold Leaf Express that came with an app that lead them to the best bargains -- which was one of the reasons why it was the happiest day.

(Art by Tepai Pascual

After all that shopping, they bought a plane from the Intermediate Pad Store and flew away, up and away, past the clouds and followed the comets that were late for work.

(Art by Ronnie Tres Reyes)

On the galactic disco floor, they were challenged by the Interplanetary TransGalactic Robot Troupe to a dance off. They didn’t expect Wella to have such killer dance moves, which earned her a medal made out of stardust (which matched her outfit) -- which was one of the reasons why it was the happiest day.

(Art by Unna San Diego)

The robots gave them free passes to Z-World, a planet that was actually a giant zoo that didn’t really have cages so it wasn’t really a zoo but it had a lot of animals. On that happiest day, they met the TriByrds that sang karaoke tunes and they knew all of Wella’s favorite songs.

(Art by Atan)

While touring Z-Planet, they met Mr. Jarvis Ianthorpe, who gave them the best seat in the house to watch the setting of the twin suns and got them the best tasting frozen sea urchin in all of Z-Planet.  
(Art by Ian Sta. Maria)

It was also in Z-World where they met the Hepto-opti-bicorn (but Wella just called him HepHep).

HepHep flew them around his world and flew in loop-the-loops which made them yell HOORAY! everytime he went round and round.

He also brought them to the best isaw place in Z-World, which gave free isaw to all birthday celebrants -- which was one of the reasons why it was the happiest day.

(Art by Kajo)

HepHep introduced them to Elbert the DinoMan, who lived in DinoWorld, Z-World’s next door neighbor. Elbert had the funniest Knock Knock jokes, which made Wella laugh so hard she summoned a pod of dolphins -- which was one of the reasons why it was the happiest day.

(Art by Elbert Or)

Elbert the DinoMan lead them to a swamp and told them of the secret passage that lead them a secret entrance of a secret cave.

(Art by John Amor)

In that secret cave was a billionaire playboy who dressed in black and had a lot of cool toys.

They played hide n’ seek with the billionaire playboy and borrowed his toys. Wella borrowed this shiny accessory that was just lying on the table.

(Art by Brandie Tan)

The shiny accessory had candy (well, it looked like candy), which they ate and transformed them into Mr. Gigantor and Ms. Universe.

(Art by Dan Matutina)

With their superduperpowers, they flew back to Earth, where they finally turned back into their normal selves, but that was okay, since it was such a happy day.

Such a happy, happy day filled with adventures, meeting new friends, and shopping!

(Art by Bow Guerrero)
But my happiest day was the day I gave Wella a ring and she said, “Where’s my iPhone?” (Thankfully, she still accepted my ring, my love, and yes, I even gave her an iPhone.)

(Art by Tori Gonzales)

Happiest Birthday to my co-adventurer and co-pilot, my happiest love!

(Art by Gerry Alanguilan)

Saturday, January 05, 2013

Two Young Creatives of Equal Talent

Two Young Creatives of Equal Talent
by David Lubars

Executive Creative Director of BBDO North American
Originally published in Communication Arts July Illustration Annual 2001

You and your buddy are just starting out. You’re a couple of juniors from ad school, or wherever. You both have killer books; maybe you’ve scored in the One Show college competition. You’re excited and juiced. You have tons of potential.

Flash forward fifteen years. One of you has become the creative director of a brilliant agency. The other is brain dead in Punxsutawney.

A fascinating scenario, and one I’ve tried to make sense of in the twenty years I’ve been at this. If you’re a kid, this is written to try to help you avoid the mistakes some of your talented but misguided predecessors have made.

Here, then, are nine attempts at understanding why some people fall off the face of the earth:

First, it seems that these people somehow get it in their heads they’re artistes and poets. A wrong headed and dopey notion. We’re businesspeople who use creativity as a vehicle to deliver brand messages. This is different from being someone who uses advertising as a vehicle to deliver pretentious crap.

Second, some people speak about their clients with condescension and loathing. Again, dumb. Not to mention counterproductive. Think about what it’s like to be a client for a second. You worry that you’re paying the agency big money to help, knowing it’s your ass if they don’t. You worry about whether they’ll create work everyone inside and outside your company can feel good about. You worry about whether they’ll penetrate the issues as solvers of business problems or just ad makers.

But then when the agency people come through for you, you become less worried. You begin to see them as a secret weapon. As time goes on, you allow them to guide you into new territory because you trust them. The point being, it’s hard work to earn and maintain client trust, but it’s been the foundation of every great campaign ever created.

Third, some people don’t seem to recover well when their first or second batch of work is killed. After a couple of rounds, they decide the assignment isn’t good anymore and return with garbage. Bob Moore, our Fallon/Minneapolis creative director, points out, "This is a sure way of becoming a hack. Five years down the road you’ve got no book and you’re bitching about how lousy your agency is. Who made it lousy? You did."

This is an important point. You should know that most creative directors don’t assess you simply by how creative you are. We also consider how deep, how fast, and how willing to return to the well you are. And how much of a pain in the ass you aren’t.

A freelancer and early mentor of mine, Ernie Schenck, was telling me about someone he’d worked with who wasn’t able to rebound: "This went on for a few years, so nobody was surprised when he turned into this pathetic, defeated little puddle of awesome talent that never amounted to jack."


Fallon account manager Rob Buchner says, "Stamina is a constant virtue I see in the best creative people; emotional and intellectual stamina. Without perseverance, their talent surrenders to the uglier dynamics of the business."

Fourth, while still developing their talent, some people decide to follow the scent of money instead of continuing to follow the trail of great work. One of my partners at Fallon, Mark Goldstein, says truly great creative people are able to recognize  "quicksand" agencies. These are places where no matter how good you are, the internal processes and culture conspire to make you horrible. The lure is the short-term financial gain. Goldstein says, "That’s because bad agencies are happy to overpay for badness; they don’t know the difference." But you’ll know the difference.

Fifth, some people become intoxicated with the idea of titles, puff pieces in the trades, and becoming "a manager." Fallon legend, Bob Barrie, warns, "The first time you do a decent campaign you’ll get calls from bad agencies. You’ll decide to ‘move up’ and join one of them and then you’ll disappear. Never make a decision based on coin. Do brilliant work and you’ll be rewarded more in the end anyway." As far as managing goes, Bob says, "You can’t manage till you’ve done tons of great work yourself. How can you be a credible judge of other people’s stuff when you’re still figuring out how to do it yourself?"

This segues nicely into my sixth point. Some people appear to be unconcerned with building a body of brilliant work over time. A question: who’s had the richer career, Neil Young or Donovan? Young has been making brilliant records for 35 years. Donovan had some hits in the mid-1960s. Many of you may be wondering, who’s Donovan? Exactly. The point is, you can’t put together a few good campaigns and hope to live off the fumes forever. You’re only as good as the last thing you did, and you should’ve done that today. Current greats like [Lee] Clow and [Phil] Dusenberry are Neil Youngs.

Seventh, some people seem closed to new ways of doing things. Another Fallon partner, Rich Stoddart, says, "The successful creative is totally objective about his or her own work. If it’s not working, if it isn’t right, they just move on. Bad creatives only think ‘protect, protect, protect.’"

Eighth, some people don’t exercise their brains enough. Our planning director, Anne Bologna, observes, "The awesome ones are extraordinarily curious and ask ‘why?’ all the time. They’re part planners in that they’re empathetic to the human condition. They don’t see the world through their own eyes only." Stoddart adds, "They’re sponges. They read everything they can get their hands on. Two or three newspapers, novels, business magazines—everything. When they sit with clients, they’re better able to understand the context of people and business."

Ninth, some people actually believe their initial good press and listen when industry sycophant whisper in their ears.

Here’s the thing, though. The guy who cured polio was important. Even though you created a great campaign, you’re not all that important in the grand scheme of things. Yes, you’re in a nice industry that can reward well. Yes, you’re creative and people admire that. Yes, you may attain some level of status. But, I mean, come on.

Here’s what is important: humility. It’s great to be around people like Pat Fallon, Laurel Cutler and Maurice Levy, who demonstrate every day that the greater the success, the greater the opportunity to remain humble. And if just being classy isn’t reason enough to be humble, then consider the practical side. The guy who gave me my start, Jon Goward, says, "Once you start thinking too highly of yourself, your ears fall off. You stop listening to anyone who criticizes anything you do because you think you know better. And that feeds itself. Success tends to attract people who tell you how great you are. The tricky part is maintaining a strong sense of yourself; being sensitive enough to hear what clients and other people who disagree with you say."

If you’re really great, let other people talk about you. Your job is fairly simple: be quiet, sit down and create some more work. (In fact, why are you reading this when you could be working on your craft right now? Put this down. You’ll learn more by doing than reading about doing.)

I heard a guy say something a few years ago that sums up the whole thing for me. He said, "My best people come to work every day worrying that they’re about to be fired, while the mediocre people are always shocked when they actually are fired."

How do you feel when you come to work?

Monday, December 17, 2012

McCann Worldgroup Philippines wins at Award Values Award

Operation Smile “Beggar” TVC won SILVER- Advocacy for Respect & Care for Human Life and Dignity and the Rights of All (TV/Cinema)

Coca-Cola Living Billboard team received SILVER-Advocacy and GOLD-Branded Communications for Concern for and Preservation of Environment (Ambient/OOH)

Coca-Cola Live Positively Campaign also brought home SILVER- Advocacy for Respect & Care for Human Life and Dignity and the Rights of All (Multimedia)

iamninoy-iamcory “SCORE” TVC bagged GOLD-Advocacy Love of Country & Respect for National Customs & Traditions (TV/Cinema)

Jollibee’s The Happy Filipino also bagged GOLD-Branded Communications for Love of Country & Respect for National Customs & Traditions (Digital/Interactive)

McCann Worldgroup delegation onstage to receive the PLATINUM AWARD for The Coca-Cola OFW Project (Branded- Reverence for Family, Marriage & Responsible Parenthood- Digital/Interactive)

MRM Manila wins Philippines Digital Agency of the Year at CAMPAIGN AOY Awards

McCann - MRM Manila
Agency Categories - Philippines Digital Agency of the Year - Gold

In a market where digital has become the buzzword and marketing budget allocations remain in the modest two per cent range, MRM Manila made it its mission to serve definitive notice on the sustainable value of the digital discipline.

MRM evolved digital from a mere marketing mix supplement into becoming the epicentre of a business solutions strategy. The agency started overhauling rudimentary digital metric tools and authoring a new, meaningful measurement system tied to business objectives.With such a rigorous focus on business solutions, MRM's 100 per cent client retention rate paved the way for the agency's 120 per cent account base growth, with new businesses amounting to almost US$600,000.

MRM doubled its revenue from the previous year (a record growth year), increasing billings to almost $2.5million.

Beyond this, MRM measures its success in broader terms: in the way it has successfully challenged boundaries, seeking new learning and benchmarks, and prompting thinking and dialogue on issues that will shape the future of digital marketing.

People Categories - Southeast Asia Account Person of the Year - Winner
McCann - MRM Manila - Bea Atienza 

Atienza heads strategic planning for MRM Manila, leading a team of three digital planners. She leads strategy development for business acquisition and handles strategic requirements for all of MRM Manilaís accounts. Atienza played a pivotal role in growing the MRM business both vertically (within the MRM Asia-Pacific network) and horizontally (within the local McCann office).

She co-led the MRM regional task force in developing social capabilities within Asia-Pacific, specifically in social strategy a growing demand from top clients in many digitally progressive markets. To help accelerate digital growth across Asia-Pacific, Atienza assumed a digital strategy consultancy role to support various MRM offices.

She was able to develop a digital strategy that helped MRM Indonesia secure the Tata motors account, a major local player in the Indonesian automobile category.

She developed digital brand strategies for initiatives that opened up new business opportunities with major accounts of McCann Erickson.

Through these initiatives, digital was institutionalized as a critical engagement pillar for market leader clients such as San Miguel Beer, Maggi, and Coffee-mate.

Donald Lim, Finalist,
Southeast Asia Agency Head of the Year
Bea Atienza, Donald Lim, Budjette Tan, on stage to accept MRM's Digital Agency of the Year Award
The multi-awarded McCann Worldgroup at the 2012 CAMPAIGN AOY Awards

Budjette Tan, Finalist, Southeast Asia Creative of the Year

Wednesday, September 12, 2012

Moebius and what artists should strive for

“Today, in our field, there is so much talent and recognition that we are reaching a saturation point. An artist should no longer strive only for breathtaking craftsmanship; he should, instead, try to help us live better, either by dressing the wounds that are constantly being opened by society, or by offering solutions to get us out of the mess we’re in…But it’s going to be difficult and we have a lot of work to do.” - Jean 'Moebius' Giraud

Wednesday, August 22, 2012

BusinessWorld features McCann-MRM Digital Excellence Award win

McCann wins digital excellence award
Ads And Ends -- Nanette Franco-Diyco, August 16, 2012 

ONE of the important categories in the recent 4A’s Agency of the Year (AOY) Awards was the Digital Excellence Award won by McCann Worldgroup-MRM. The award is given "for the agency’s enterprising use of digital in creating innovative strategies that deliver measurable results."

McCann enumerated three cases where it used "breakthrough tactics that brought digital engagement to a new level," namely Coca-Cola, Nescafé and Bank of the Philippine Islands (BPI).

I reviewed the spectacular Coca-Cola and BPI videos in this column. I recall Coca-Cola’s four-minute video that covered the heart-wrenching tales of three OFWs, with Coca-Cola flying them back to the Philippines for a meticulously planned joyful surprise reunion with their families. This material was first viewed in the Internet, followed by TV airing. The stories of the three OFWs were indeed powerful manifestations of love and sacrifice for the family. In the talks that I delivered where I used this video to demonstrate the uniqueness of the Filipino brand of closeness within the family, I was surprised that the very young to the very mature literally shed tears.

The value of the material, from the marketing and advertising men’s point of view, "upped brand love and generated thousands of new brand ambassadors." The campaign also won a Gold in the latest Tambuli Awards of the University of Asia & the Pacific "bringing out the best in advertising and societal values."

BPI’s viral video is another story. BPI and McCann should somehow make reference to this material in their integrated marketing plans today. Let’s face it, the story of Chris Lao and his car that drowned in the floods is all too common, specially after the week’s monsoon rains.

BPI’s viral video broke records for BPI Auto Loan applications, generated massive ROI for earned media, and perhaps, most importantly, provided Chris Lao a chance to regain lost confidence and be an anti-cyberbully advocate. This too, was first confined to the Internet, then followed by TV airing. The agency should be praised here for cleverly using a true-to-life situation and exploiting this as a jumping board for uniquely advertising and marketing its client. The added opportunity given to Lao to become an anti-cyberbully advocate was an unexpected public relations triumph. Fast thinking here.

According to Tricia Camarillo, assistant VP and director of Business Development and Corporate Affairs of McCann Worldgroup, when Nescafé partnered with the agency and put digital at the forefront of its marketing, sales rose to double-digit growth. "The Nescafé Philippines Facebook fan page topped all branded pages in the country in terms of acquisition and engagement, and even bested the global Nescafé page with 1.6 million fans, and counting."

MRM Managing Director Donald Lim said: "We are humbled to have won AOY Digital Excellence Award against all capable players in the industry, as we all aspire for nothing but the best for digital marketing in the country. This win affirms our craft, our impact on brands and businesses. We also celebrate this with our client partners who braved the novelty of our digital strategies and trusted us."

McCann Worldgroup Chairman and CEO Raul Castro concluded, "This is a triumph of our agency’s commitment to transform our clients’ brands, grow their businesses in an ever changing marketing landscape."

Tricia Camarillo emphasized that McCann was the first agency to win "Agency of the Year" five times: in 1997, 1998, 2000, 2001, 2002.

With digital marketing on the upswing in our country, McCann’s win puts it solidly on top of exciting new formats and options most palatable to clients with small, medium and big budgets.

MRM Manila Accelerates Technology Innovation with Senior Hire

In a move towards ramping up technology innovations into its value proposition, Agency of the Year Digital Excellence awardee MRM Manila takes on Sherwin Sowy as Deputy Managing Director. Under Donald Lim’s (MRM Manila Managing Director) leadership, Sowy will drive digital product excellence across the agency’s capabilities in account management, creative, media, production and planning.

Sowy has more than 10 years of solid experience in the fields of technology consulting and project management, having applied his skills as Digital Technology Head for Dentsu Asia in Singapore, as Business Head of Globe Telecom, and as Manager & Consultant for Accenture in the Philippine and California offices. He has a distinct record in product development and management, with special focus on mobile, digital advertising and iPhone application development.

Sowy led the launch and management of the internationally acclaimed iButterfly mobile advertising application across Singapore, Malaysia and the Philippine markets. He was also primarily responsible for the introduction of Zappar in Asia. Zappar is a unique mobile advertising platform that uses image recognition and augmented reality to enhance print media with animation, videos and gaming.

A seasoned technology speaker in various international conferences and seminars, Sowy is likewise a successful app developer, and currently has nine apps in the Apple Appstore credited to his name. He’s also a social networking enthusiast, and keeps his 2,300+ Twitter followers regularly updated.

According to Lim, “The appointment of Sherwin reflects the rapid growth of MRM as a digital powerhouse. He is a strong addition to the team, and his expertise in technology innovations fuels the agency’s capacity to create transformative marketing ideas and solutions in the fast-moving, radically changing digital landscape.”

Also featured at:
MRM Manila appoints Sherwin Sowy as deputy MD 
By Sophie Chen on Aug 21, 2012
MANILA - Sherwin Sowy has joined MRM Manila to drive the agency’s technology innovation.


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