Media agency mavens Mitos Borromeo of GroupM and Lizelle Maralag of Starcom Mediavest led the formation of an independent organization of media agencies earlier in the year and called it the Media Specialists Association of the Philippines (MSAP). Both now co-chair the group. Formerly part of the creative-agency-dominated 4As of the Philippines, the media independents felt it time that they be organized, heard and consulted on media related issue.
“There were issues in the industry that involved media where the media agencies were not being consulted. We would have liked to have given our inputs as the decisions being made will affect the media agencies. We then realized that the 4As was composed mainly of creative agencies who are not as familiar with the needs and issues of the media agencies,” said Mitos Borromeo, co-chair of the MSAP.
The AdBoard (Advertising Board of the Philippines) has recognized MSAP and offered the group a seat in the multi-sector AdBoard. While the SEC registration papers are being processed, the AdBoard kindly took MSAP in as a “guest member” and have already involved them in industry meetings.
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