adobo presents another bumper issue, a 174-page edition packed with creative showcases of local and regional work, key interviews, trends and analysis.
The industry’s billion pound man, Sir Martin Sorrell, the founder of the world’s largest communications group, is on the cover. Sorrell discusses the group’s record-breaking year and why Asia, including Next 11 markets such as the Philippines, matters to WPP’s future growth strategy. The host of the Cannes Debate also talked about the advertising festival as a true measure of the group’s creative strength.
The Trendspotting section takes its cue from the Hunger Games, highlighting the country’s Tributes aka competitors who will fly the Philippine flag at this year’s Cannes Lions International Festival of Creativity.
The extensive coverage of the Asia Pacific Advertising Festival, better known as AdFest, leads this issue’s celebration of creativity. The 28-page section is packed with a showcase of winning work, presentations, the creative challenge, pictures and more. There is also a feature of the winning works and agencies from the adobo Design Awards, D&AD, the NY Fest, and ANDY Awards, along with a Bang for the Buck review of the hugely successful NAB ‘Break Up’ campaign. There are also profiles of Google’s Project Re:Brief to reimagine four vintage ads, Procter & Gamble’s Olympic salute to mums, and Hennessy’s ‘Wild Rabbit’ campaign featuring Manny Pacquiao.
The issue also gets up close and personal with one of the world’s most successful creative Mark Tutssel, Leo Burnett Worldwide’s chief creative officer, who is championing acts, not ads, as part of the network’s HumanKind creative philosophy. Former Manila-based ad woman Lady San Pedro talks about her amazing win in the international Cinderthriller competition with her first-ever shoe design, while Star Wars fan Brandie Tan begins a new journey in Malaysia as Lowe’s executive creative director.
The issue’s special report on collaboration features extensive coverage of agency partnerships, looking at how agencies can develop a new business skill as collaborator-in-chief to create outstanding work. Prime examples of work created by agencies and their collaborators are also showcased.
The edition is also packed with local, regional and global news, from Jos Ortega’s new partnership with Havas to Nandy Villar’s break into broadcasting and MEC Philippines’ trouncing sister offices in competition. There is also an interview with Havas’ Anthony Rhind and a profile of newcomer Bullet Manila. The issue also keeps readers in-the-know on local teens’ preferred brands and the country’s exploding mobile user base.
The issue also primes readers for the upcoming awards show such as the Cannes Lions, which also includes a Cannes form guide featuring creative picks on work deserving of a Lion or two.
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