MANILA, PHILIPPINES – As advertising becomes more pervasive in the digital age, leading independent advertising agency Seven A.D. aims to continue creating authentic campaigns that rise above the clutter and capture Filipino audiences. A proof of this would be Seven A.D.’s notable advertising campaigns like Resorts World Manila’s signature whisper, PSBank’s Simple lang, Maasahan campaign, and ABS-CBN’s catchy tunes for its TV Plus brand.
It seems to be paying off because they have been recognized as the Independent Agency of the Year for five consecutive years. Clearly, Seven A.D. is carving a name for itself in a cut-throat industry dominated by giants.
Impactful campaigns for authentic brands
Consumers, nowadays, are becoming skeptical towards advertising but Seven A.D. believes this is an opportunity to build connections through authenticity. “If they see a brand that is authentic and honest in its communications and they like what they’re seeing, then the connection is instantly made,” said Seven A.D. Chief Operating Officer and Head of Strategy, Tey San Diego.
For the PSBank campaign, Seven A.D.’s first body of work, the agency studied how it could project a different image for the brand compared to its competitors in the same category. It was observed that the tone all banks presented was about business, which gave off a very intimidating image to consumers.
Since PSBank wanted a simpler, more relaxed, and approachable brand image, Seven A.D. incorporated humor into their campaigns, which stood out from what others were communicating and resonated with consumers for its relatability.
Creativity is key for brands in delivering the insight to avoid being just one of the many ads that consumers see daily. “A brand may have a great insight but if delivered in a boring or usual manner, it falls into the danger of becoming like wallpaper,” added Gonzales. “Wonderfully executed campaigns make a brand rise above the clutter and capture the attention of the consumers.”
These factors play a role in earning the trust of consumers through brand loyalty and making a mark in the industry through carefully crafted campaigns that distinguish the brand from its peers.
Zeroing in on the Filipino taste
Brands need to fully understand the consumers in order to connect and communicate effectively with them. This perspective helps the Seven A.D. team to come up with an idea that captures and engages the brand’s target audience.
“We try to have an intimate understanding of our target market. We observe them, we research about them, we talk to them and try to immerse ourselves deep into their mindset and behavior,” said San Diego.
According to Seven A.D. Executive Creative Director Russ Molina, one characteristic that the agency fuses into each of its campaigns is Filipino pop culture. The agency’s young team of creatives is consistently on the lookout for what is current, relevant, or “patok” to Filipinos in order to connect with them emotionally.
“We are always itching to learn new and unfamiliar insights that would deepen our understanding of the Filipino market—what makes them laugh, what makes them cry, what moves them to action. We try to go beyond the surface and draw out these feelings that sometimes are too hard to capture and even articulate,” said Molina.
Beyond making marketing efforts for its clients, Seven A.D. focuses its work in creating impactful stories. “While we tell the stories of our brands, we also tell the story of the Filipino too. We want people to see themselves in whatever we do. We always want to make a connection,” added Molina.
Despite the current challenge of standing out in this age of endless ads and particular audiences, Seven A.D. is able to deliver stories that are authentic, memorable, and emotionally satisfying through continuous learning about the brand and its consumers.
