Philippine News

Basketball meets advertising in Gilas Pilipinas coach Reyes’ Ad Summit talk

At the first ever Ad Summit Pilipinas, a “rockstar” speakers lineup featured advertising icons from the Philippines and abroad, but perhaps the most memorable talk was from an outsider to the industry: Gilas Pilipinas head coach Chot Reyes.

Reyes, the motivational speaker, captivated thousands of delegates as he linked basketball to advertising by talking about teamwork and executing strategies, demonstrating these in a play-by-play of the dramatic final minutes of his team’s win at the 2013 FIBA Asia Championship.

Coach Chot began by saying, “I was tasked with forming Gilas Pilipinas, the basketball team. Little did I know that I was building Gilas Pilipinas, the brand.”


The five-time PBA Coach of the Year and Sports5 head likened the advertising industry to a basketball game, saying that scoring advertising three-pointers takes trust, effort, accountability and motivation (TEAM).

“The foundation of great teamwork and great leadership is trust. The coach should trust his players and vice versa. In business, one must forge strong trust-based relationships with your people,” said Reyes. 

He urged the leaders in the audience to build trust among their people as the ROR, or return on relationships, is priceless. He also told the leaders to consider a person’s ability to work hard, not just their talents or skills. “Never underestimate the value of a work ethic. Don’t forget to hire for hustle,” he said.
Proving that the lessons from sports are indeed applicable in any industry, Reyes gave several other nuggets of tips for great teamwork, such as knowing when to step aside. “You might be the best player, but do you have the humility to make room for others to make a play? It doesn’t matter how individually good you are. If you can’t play with a team, you are worth very little,” he said. 

When it comes to competition, Reyes’ advice was “to figure out what to give up that you can live with.”

By the time Reyes ended his champion speech with his “Laban Pilipinas!” battlecry, the crowd echoed with a resounding “Puso!”

TV5 also had a strong presence at the Ad Summit, presenting its programming and digital convergence strategy, as discussed by TV5 Chairman Manny V. Pangilinan and showcased in the network’s interactive booth. The network also sponsored the dinner on May 8, where they raffled off premium items, cash prizes and a grand prize of P1 million. 

Partner with adobo Magazine

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