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New Business: ASC launches pioneer rebranding, awareness campaign; Octopus & Whale wins mandate

MANILA, PHILIPPINES — The Philippine advertising industry’s self-regulatory body, the Ad Standards Council, sets in motion its first full strategic communications campaign 13 years after its launch in 2008. This campaign is part of the three-year strategic plan of the Ad Standards Council.

The brief was both heavy and huge, yet the objective is all heart: Strengthen Ad Standards Council’s reputation as the organization that safeguards consumer interest while promoting trust in marketing and sales communications of all advertisers and their brands. Eight member agencies of the Accredited Advertising Agencies Association of the Philippines (4As) joined the pitch.

Octopus & Whale

Awarded the project is Octopus & Whale led by Joey David Tiempo and Joy Garcia. Relative newbie but helmed by heralded creatives, Octopus & Whale will deliver on the main thematic requirements.

Blen Fernando, 2021 ASC Chairperson.

The Ad Standards Council comes with a very rich history that includes ensuring that we in the advertising and marketing industry uphold and safeguard the rights of the consumers, of the general public, with responsible advertising. As communicators, that is our duty,” says Blen Fernando, 2021 ASC Chairperson.

“We believe that this initiative will enrich the experience of our stakeholders with the ASC and bridge gaps in the processes. We know that O&W will help expand the understanding and appreciation for the ASC and its role in the industry.”

Of the win, O&W founder and chief creative Joey David Tiempo says, “We are extremely grateful to ASC for their trust and confidence in our young company. We are looking forward to creating meaningful and responsible advertising for the Filipino consumer. Stay tuned.”

Robbie Aligada, ASC operations manager

“All agencies treated us to many exciting ideas, shooting off from well thought of insights. It was a tight match. We needed to make a tough decision,” shares Robbie Aligada, ASC operations manager who will oversee the project. “As Octopus & Whale will work on the thematic foundation, the campaign includes tactical executions from TBWA\SMP and IXM in the strategy,” he adds.

Digna Santos, executive director

Staying in sync with the unravelling environment is necessary for growth, and for the Ad Standards Council, timing is essential. According to Digna Santos, executive director, “We’re excited for this rollout because the time is now for the public to know about the Ad Standards Council and how it is there to protect their rights as consumers. Likewise, the brands need to realize that the ASC is there to help them generate public trust in their advertising and their brands.”

Butch Canoy, 2021 ASC President

It has been a long time coming, and this was a welcome move. The 8 agencies that pitched were a healthy mix of network, digital, and indie, indicative of an industry eager to support. Says 2021 ASC president Butch Canoy, “With this initiative, we are confident that we will further strengthen our alliances with our stakeholders. This campaign will allow us to expand our reach and get our mission across to more people. It’s very important that we are able to increase support from advertisers nationwide.”

In the jury were Ad Standards Council management Blen Fernando, Butch Canoy, Digna Santos, Robbie Aligada, and Erwin Furugganan-compliance officer, joined by members of the Communications Committee Ricky Alegre-OHAAP, Vivienne Motomal-UPMG, Anna Legarda Locsin-PANA, and Dennis Perez-IMMAP.

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