2018 is the twelfth year of adobo’s dedication to its passion for creativity. From our vantage point, we see the Southeast Asian agencies’ progress, its people’s growth, their niche for masterful storytelling and art of persuasion.
As the only trade publication of its kind, we are at the forefront of the biggest stories and most sought-after content. This is 2018’s score of the biggest stories you first read in adobo:
The beginning of the year saw Jollibee’s commitment to capturing the Filipinos’ emotions through Nostalgia. Publicis JimenezBasic commissioned the Muhlachs for the food chain’s 40th anniversary–bringing to memory flashbacks of previous Chickenjoy commercials starring the actor and his trademark dimples.
The following month, McDonald’s matched their competitor’s strategy to reunite one of the most memorable couples in Philippine showbiz, Sharon Cuneta and Gabby Concepcion. Leo Burnett Manila hatched the duo’s comeback as a fitting magnification of the brand’s pairing of Chicken McDo and World Famous Fries.
Even as adobo expands its content to everything creative, it did not lose track of the agencies’ progress. The top story for April was Oyie Pingol promotion to Chief Executive Officer of Carat Philippines. With more than two decades of experince under her belt, Dentus Aegis Network chose Pingol as the best fit to lead the agency
One of the campaigns that grabbed the spotlight this year is TBWA\Santiago Mangada Puno’s Disgusting Stories for Bahay Tuluyan. The campaign is an animated film of illustrations of children abused by adults they trusted. The campaign caused a stir and reached children’s rights groups all over the world.
To add, Facebook took down the video because of its community standards, making it ironic that the stories that need to be told were silenced once again. they deemed that the video violated their community standards, took the video down, and suspended the uploader’s admin privileges. Shortly after, the campaign won a Gold Lion for Film Craft Lions at the 65th Cannes Lions International Festival of Creativity.
As the year sped by, partnerships were also forged between brands and agencies. Coca-Cola took a sparkling partnership with Dentsu Jayme Syfu, which impressed them with their performance, quick turnaround and unexpected ideas.
Two stories from brands proved that the companies’ success is owed to the people behind them. Turner Asia Pacific, the distributor that brought you CNN International, Cartoon Network, Boomerang and Warner TV, appointed Jia Salindong-Du as its Country Manager in the Philippines.
Meanwhile, Mcdonald’s Margot Torres’ achievements and passion brought her to new heights as the brand’s Managing Director. For years, Torres drove top line sales by focusing on value, service and convenience through memorable campaigns.
To keep everything fresh, adobo handpicked 10 creatives who are making the waves in their agencies. Ranging from copywriters to creative directors, these 10 are showing great promise in the industry. https://adobomagazine.com/magazine/bright-shiny-things-10-young-creatives-look-forward-2018
As companies evolve, theJohnson & Johnson positioned itself squarely as one of the best companies to work for in the region. That was backed by being the first in the country to be included in the 2018 HR Asia Awards. The company provides employees healthier food options, 24-hour access to an onsite fitness center, walking and jogging trails throughout the campus, 1:1 personal best coaching, and digital health tools, among a number of health and wellness-related benefits.