It might not be your run-of-the-mill media agency. Media Contacts, having won the 2009 Araw Awards Media Agency of the Year, and shortlisted in the Festival of Media 2010, seems to be looking at an eventful year.
Last February, the media agency delivered a coup. As part of the Havas Network, Media Contacts was eligible to compete in the Havas Digital Global Network’s internal competition, The ICON Awards. Media Contacts broke the network’s record, becoming the first to win during its first year. On top that, it won two awards.
For client Unilever Philippines’ Close Up, “Kilig Factory”, the agency won Best Use of Social Media. Shortlisted for Festival of Media this year,“Awesome Philippines” for the Department of Tourism won Best Creative Campaign.
< height="211" width="420" alt="" src="/global//UserFiles/kilig factory. " /> "Kilig Factory" for Close Up, Unilever Philippines
The wins are a landmark where the local office is concerned. With the Philippines still an emerging market, the global recognition placed on its digital creativity speaks volumes. Of the only twelve winners from the Havas Network of 40 countries and 52 cities, Media Contacts is at par with world media leaders US, UK and Spain, all with two wins each.
Explains Mapa, most Philippine companies are still very conservative with their media spend, allocating only 2% of the total campaign.
“As far as media is concerned, we are proud that “Awesome Philippines” is being recognized in the international festivals particularly in the tourism business. We don’t have a big budget (for tourism) compared to our neighbors like Malaysia and Singapore. Being shortlisted among the best targeted campaigns gives the industry a semblance (of being) able to compete, deliver a message despite the handicaps and limitations that we have,” declared an enthusiastic Ed Mapa Jr., Media Contacts managing director.
< height="242" width="420" src="/global//UserFiles/awesome philippines(1). " alt="" /> "Awesome Philippines" for the Department of Tourism
Of Philippine digital progress, “BBDO Proximity is already showing its creativity. In the next five years, you will see the Filipino digital coming out,” he says.
Most global campaigns are launched from other markets. For “Awesome Philippines”, the global campaign was launched and rolled out by Media Contacts.
“’Awesome Philippines’ is true to the essence of the Philippines and the Filipino. It is the use of channels strategically and effectively to retain Philippine color and flair. By pushing the use of digital channels effectively, you’ll succeed,” expressed Mapa.
adobo magazine. The Word on Advertising.
