adobo, reinvented

MANILA, APRIL 5, 2013 – With 44 issues over 7 years, adobo magazine has cemented its position as the premiere source for news, information and insight into the Philippine advertising industry. From the country’s first Cannes Lions win to the latest large metal hauls, adobo magazine has more than lived up to its tagline of “The Word on Advertising”.

While today’s nearly 200-page magazine is a far cry from the 45-page maiden issue, adobo’s commitment to providing readers  with an educated inside scoop on all things creative remains intact. Reflecting the magazine’s growing scope and the ever-evolving state of the industry, with the release of the 7th anniversary issue,  adobo is proud to introduce its new tagline, “The world on creativity”.
As part of the ongoing reinvention, the March-April issue introduces a redesigned, reinvigorated adobo magazine. 
“The past seven years have been quite the ride,” says editor-in-chief Angel Guerrero in her introduction. “Whether you’ve been around from the beginning, or are flipping through these pages for the first time, rest assured, we’re just getting started, and you haven’t seen anything yet.”
Fronting the issue is Publicis Manila’s CEO Matec Villanueva, one of Philippine advertising’s top practitioners, as shot by photographer extraordinaire Mark Nicdao. Download the AdoboReality app on the App Store or Google Play and scan the cover for an exclusive adobo anniversary video featuring Villanueva, DM9 Jayme Syfu’s Merlee Jayme, McDonald’s Philippines’ Margot Torres, Ace Saatchi & Saatchi’s Mio Chongson and Lowe Philipines’ Leigh Reyes.  
The issue also includes interviews with Brillante Mendoza and TBWA/SMP’s Melvin Mangada for their work on international indie hit, Thy Womb, with features on Ogilvy & Mather Malaysia’s Gavin Simpson, who considers Manila a second home, and Sony Pictures Animation’s Armand Serrano, who made his name working on some of the biggest animated films of all time.
Also featured are three agencies that are leading the charge in shaping how modern consumers perceive the ever-growing digital landscape: MRM Philippines, Carat Philippines, and Movent, as well as our mainstay Centerfold (featuring JWT Manila’s Melissa Crucillo) and Trendspotting pictorials (shot by ace lensman Jay Tablante), and a new, ongoing comic strip on agency life, Krokis, by Publicis Manila’s Tepai Pascual.
adobo Masterclass with Tom Doctoroff
On April 17 is an adobo Masterclass session with brand-builder, bestselling author and CEO of JWT Asia-Pacific, Tom Doctoroff. To be held at the Tower Club Makati’s The Cellar Room, Doctoroff will be sharing his time- and client-tested techniques on the art of engaging Asian consumers. 
For more information about the Masterclass session and Tom Doctoroff, please visit:
adobo Main Course with Thomas Yang
Thomas Yang, DDB Singapore’s deputy executive creative director and head of art & design takes the spotlight at our first adobo Maincourse for the year on April 18. This Cannes Lions-winning master of the arts will share his insights as well as the process behind some of his award-winning campaigns in “The Kung Fu of Art Direction”. 
For more information about the Main Course and Thomas Yang, please visit:
adobo Design Awards 2013
On April 26, the best designs with a purpose will be recognized at the adobo Design Awards. Set against a backdrop of world-renowned artwork, the awards ceremony will be held at the prestigious Ayala Museum, with master of art direction himself, Thomas Yang, serving as jury president.
For more information about the adobo Design Awards and how to enter (the submission of entries deadline has been moved to April 10), please visit:

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