Global vision helps BBDO make it big in Philippines

<p>After just two years in existence, BBDO/Guerrero Ortega has begun </p><p>making an impact on the Philippine advertising scene. </p><p><BR><BR> </p><p>It recently won the New Zealand Milk and Pizza Hut accounts, which bill </p><p>about US$4 million annually. </p><p><BR><BR> </p><p>The agency is also the Asia-Pacific creative centre for FedEx and it has </p><p>been tasked to adapt Pepsi campaigns for several other markets in the </p><p>region. </p><p><BR><BR> </p><p>In addition, its total billings are now close to US$20 million, </p><p>which is double the figure, compared with 1999. </p><p><BR><BR> </p><p>Chairman and executive creative director David Guerrero acknowledged </p><p>that the agency was still in a start-up phase and that exponential </p><p>growth was to be expected. </p><p><BR><BR> </p><p>However, he said the jump to prominence was due to BBDO/ Guerrero Ortega </p><p>winning advertiser of the year at the local Philippine awards last </p><p>December. </p><p><BR><BR> </p><p>"Our strong showing surprised a lot of people and, since the show was </p><p>televised on the country's main TV station, it put us on the industry </p><p>map overnight," Mr Guerrero told MEDIA. </p><p><BR><BR> </p><p>He added that having a global vision also helped in winning clients and </p><p>formulating strong creative strategies. </p><p><BR><BR> </p><p>"Our primary goal has always been to put the Philippines on the </p><p>international map. So we are focused on becoming internationally </p><p>competitive, rather than simply focus on the local market." </p><p><BR><BR> </p><p>Mr Guerrero said that there was tremendous opportunity for the country </p><p>to be a major creative centre on a regional and worldwide stage. </p><p><BR><BR> </p><p>However, he noted from a recent MEDIA/CNBC poll most regional clients </p><p>don't see the Philippines in that light and as a result Filipino talent </p><p>was being lured away to work for agencies in Singapore, Hong Kong, </p><p>Thailand, Indonesia, Malaysia and Taiwan. </p><p><BR><BR> </p><p>Because of the Internet, speedy and virtually instantaneous global </p><p>communication has become the norm and this means that location is no </p><p>longer important, according to Mr Guerrero. </p><p><BR><BR> </p><p>"The critical issue is assuring clients of a world-class creative </p><p>product and that there is nothing magical about the location of an </p><p>agency's office. </p><p><BR><BR> </p><p>It's all about the talent." </p><p><BR><BR> </p><p>Mr Guerrero described the Philippine advertising market as </p><p>sophisticated, with agencies rigorously analysing consumer behaviour and </p><p>market trends. </p><p><BR><BR> </p><p>However, he said that less attention is paid to finishing the creative </p><p>product to a high standard. </p><p><BR><BR> </p><p>"While many extremely effective campaigns are produced, they are </p><p>probably not that enjoyable for consumers. And, consequently, in our </p><p>opinion, you don't see truly enduring brand values being built up," he </p><p>said. </p><p><BR><BR> </p><p>This problem, he said, was due to an industry-wide perception that "a </p><p>great strategic idea is more important that a great creative one and </p><p>that a great creative idea in itself is more important than a great </p><p>execution of it". </p><p><BR><BR> </p>