Mid-August saw BBDO Guerrero declared the only agency to qualify in a tender process involving seven agencies including JWT, Dentsu and J. Romero and Associates.
At the time Ramon C. Enerio III, Tourism assistant secretary for tourism planning and promotions was quoted as saying that out of the seven short-listed for the bidding, only BBDO complied with all the technical and financial requirements specified by the Special Bids and Awards Committee (SBAC) of the Department of Tourism.
The departure of then Tourism Secretary Alberto Lim was not set to impede the process, but there has been a rethink under his successor.
A DoT-issued statement said, “The arrival of the new Secretary of Tourism, Ramon Jimenez, Jr., a former advertising executive, has led to a rethink over the concept of the campaign and Terms of Reference (TOR) and so necessitates a declaration of a failure in the previous bidding process.”
A spokesperson for the Department of Tourism added, “The failure in the bidding process is no reflection on the ability of BBDO Guerrero to meet the previous TOR and the responsibilities of the campaign and we certainly look forward to welcoming them to the new process.”
The new invitation to tender was released on 1 October 2011. The likelihood is that seven agencies will be shortlisted, and BBDO Guerrero is expected to participate.
The submission deadline is 10 October with the shortlist expected by 12 October and pitch presentations on 21 November 2011.
The agency’s chairman and founder David Guerrero said, “We are one with the Department of Tourism in expressing the desire for having more than one agency to present its ideas for the country’s branding campaign in what should be a highly competitive process. Indeed, this is about getting the best result for the nation’s advertising and so we are only too happy to fit in with the Secretary’s plans.”
The winning campaign was to be introduced internationally at the Association of Southeast Asian Nations Tourism Forum in Manado, Indonesia on 13 January 2012. It is unclear whether this is still the target.
The Philippines Department of Tourism has had a turbulent year, having to withdraw its ill-received ‘Pilipinas Kay Ganda’ slogan and logo late in 2010.
BBDO Guerrero was the agency behind the successful 'Wow Philippines' campaign.