MANILA, JANUARY 18, 2013 – After losing the 2010 presidential elections, former senator Richard Gordon returns to the political race this year as a senatorial bet for the United Nationalist Alliance (UNA), appointing three-year-old creative shop IdeasXMachina to handle the collaterals.
The ‘Aksyon Gordon’ campaign will be a mix of the usual and the not-so-usual, said IXM founder and managing director Third Domingo. “You know what happens in a political campaign, a lot of complex messages that need mass-palatability and adjustments at the snap of a finger.”
According to Domingo, Gordon’s camp approached the shop based on its previous work on political advertising. IXM’s resume boasts of campaigns for Serge Osmena, Eddie Villanueva, Mar Roxas and Bam Aquino.
Its foray into social network campaigns for Villanueva was recognized as the best political campaign in Facebook in 2010. The recognition was based on the 2010 Philippine Presidential Elections survey and positive shares and comments on the social networking site.
In addition to the list of political stalwarts, the Pasig City government is also an existing client for which IXM executed campaigns for a cleaner Pasig River and an anti-smoking campaign “What Yosi is What You Get”, among others.
Commenting on the campaign, Domingo said, “Sen. Gordon is a genius that’s why it’s hell working for him. But we are all better off for it. If you know him you’ll vote for him; so it’s just a matter of letting people know more about him.”
Gordon aligns himself with Vice President Jejomar Binay under the UNA party. In the 2010 elections, Gordon ran for president under his Bagumbayan party with Binay as his vice presidential. He is a former Tourism Secretary and former chairman of the Subic Bay Metropolitan Authority. And in the last quarter of 2012, Gordon was re-elected to fourth term as Red Cross chair.
