MANILA, PHILIPPINES – Check out what is inside the Redbin, and you will find big dreams, passionate problem solvers, and now—Silver & Bronze from the Marketing Excellence Awards 2021.
Ben Berdin, the founder, Chief Executive Officer and Chief Creative of this growing advertising firm shares, that as problem solvers, the priority is to deliver results for brands. And if creating good works would mean getting awards, Ben and the team welcome them all with open arms.
Speaking of successful campaigns, Redbin received a challenge from an international brand that wanted to provide outdoor hubs for its existing and target consumers. The solution? Well-designed designated areas, and the country’s first-ever, and now, award-winning omni-channel communication hub—paving the way for Redbin to win Silver for Excellence in Marketing Innovation, and Bronze for Excellence in Marketing to a Specific Audience at the recently concluded Philippine Marketing Excellence Awards 2021.
Redbin constructed aesthetically pleasing hubs across 13 of Ayala Malls’ busiest establishments, and inside of each hub, is either a kiosk or a vending machine containing the brand’s products. By letting people connect to the free WiFi available in select hubs, users can be updated on existing promos and events of the brand via age-gated splash pages aside from the physical posters.
The campaign did wonders not only for the agency, but also for the brand. By igniting effective brand-customer interaction, the brand has recorded a significant increase in sales in just the first three months.
When you look closer, you will also see inside the Redbin, a philosophy that the problem solvers greatly hold on to. They call it, Problem In, Solution Out, or in short, PISO philosophy—the guiding principle of the agency to bring out solutions rooted in strategic creativity.
But how do they do it? There are no better people to ask than the agency’s lead problem solvers themselves.
Both a strategist and a creative storyteller with decades of experience, Ben Berdin shares how he guides his problem solvers to arrive at the best strategic solution. “In terms of creative thinking, I’ve always been a believer of the mantra, “Get it right before you make it bright.” And when it comes to creative execution, Berdin agrees with the belief of Pablo Picasso, “Learn the rules like a pro, so you can break them like an artist.”
The Chief Problem Solver shares that he has no dream brands. He says, “I don’t have one. And I don’t have to choose one. Instead, what I dream, is for Redbin to help build any unknown brand into something great.”
Alongside Berdin is Redbin’s General Manager, Jam Loresto. Bringing with her 16 years of marketing and advertising experience with some of the world’s biggest brands such as Apple, Microsoft, Coca-Cola and more, Jam values strategic creativity that is made up of carefully planned ideas. She shares, “In Redbin, we’ve always been more enthusiastic tackling challenging requirements, where we need to do more than the usual, pushing the extension of the boundaries. When the requirements or scope is more complex, that’s where we truly succeed as Problem Solvers.”
Creating impactful works comes with a lot of fun and fulfillment. Jam shares “Everyday starts with challenges and everyday ends with solutions—it is fulfilling. It never gets routinary or boring!” And in helping the team come up with great work, Jam solves a problem by being the socially sensitive and logical thinker that she is.
Joining the team of problem solvers is Kirk Kaiser, a copy-based Creative Director who has spent 17 years in both the local and international advertising scene. Having worked for a range of clients including feminine wash, binary tech and muscle cars, one thing remains clear to him. Kirk shares, “Strategic creativity is objective. No ifs and buts about it. It can be as complex as creating new technology that solves real life hunger via virtual food or as simple as a poster telling you that your recycled materials can build a house someday. As long as it solves the challenge that the agency has been tasked with, then you know you’ve done your job.”
And for his team to do their job well, Kirk believes in teamwork. He shares, “I’m a strong believer in the collaborative spirit and I enjoy getting my hands dirty as long as the team is in the mud with me.”
Some of the best ads are made with humor. Thanks to the agency’s art-based Creative Director, Elvin Julian III, who comes to brainstorm meetings not only with ideas, but also with a handful of jokes that instantly hype up everyone in the room.
Having solid years of experience with one of the largest advertising agencies in the Philippines, Elvin has always been meticulous not only about the choice of font or images, but ultimately about the strategy behind each work. He shares, “Strategic creativity should be good in attacking a problem. Executions can be wild or out of the box, but staying aligned with the purpose or strategy should always be observed.” Elvin adds, “I get inspiration from the world,” then he will do what he does best—add to it some humor, and make it stand out.
Redbin won’t be a full-service agency without Senior Account Manager, Steph Castillo whose below-the-line expertise has helped major brands such as BMW, PLDT Group and more. As part of the agency, Castillo shares, “Being a problem solver at Redbin is fun and challenging at the same time because you get to create well-thought-out ideas that are based on real life needs or problems.”
According to Steph, great creative works at Redbin means all ideas are feasible and well executed. She adds, “To minimize occurrence of problems, I usually imagine all possible challenges that may arise, so from there, I can already think of different ways to solve it.”
With different brand problems faced every day, Account Director Jenica Kabigting shares, “I believe there is no one way of doing things and dealing with a problem,” this is proven with her 9 years of account management experience along with some of the country’s top brands. She says, “Generally, I’m flexible and I pull from my own experiences and see how I can adapt to the situation and to the people involved.”
Jenica adds that by being adaptive to the needs of clients and her team, they are able to bring out “strategic creativity that is able to deliver creative work backed up by careful planning and data. Now in the digital era, we have several resources that would enable us in the industry to find creative solutions to real life problems.”
Redbin has more solutions to bring out. And they look forward to more brands teaming up with the agency that has deep respect for strategic creativity.
Visit redbinpiso.com and connect with Redbin on LinkedIn and Facebook to learn more.
