THE PHILIPPINES, FEBRUARY 9, 2012: Industry veteran Meckoy Quioge, CEO of GroupM Philippines, quoted this statement to the delegates of the 5th Student Advertising Congress, and advised them to stay aware of the changes happening as we go about our business everyday and continue to adapt in order to survive and succeed in the industry.
Citing his experiences, Quioge said that “sequels” to marketing promotions and publicity projects might not be as successful as their predecessors mainly because people’s tastes and opinions change over time as they are exposed to various content. The people, said Quioge, know that that they have a measure of power over the media and they will definitely use it, if only to see and hear what they want. A perfect example, according to Quioge, is the “citizen journalism” spots that the prime time newscasts of ABS-CBN and GMA-7 accord their viewers, which receives and broadcasts selected SMS, MMS, and video content.
This integration of mobile and digital media into television is also proof that the traditional channels are not facing an imminent death. “Television, tablets, and Tweets have become symbiotic,” said Quioge. However, the local digital advertising and marketing scene, while viewed as steadily rising, still lags far behind other countries in the region. Only 1% of advertising budgets is spent on digital avenues based on records, but Quioge said that this value is predicted to climb up to at least 5% in the coming years, now that the capabilities of digital and mobile marketing are slowly being exposed and applied in different campaigns.
Quioge also cited that advertisers go through a cycle, keeping the cash coming in and preventing the death of any medium. Quioge gave as an example the previous dominance of telecommunications networks in print advertising, which have now been replaced real estate developers and retail stores.
Marrying innovation and marketing objectives also gives new life to advertising and the media. Quioge, who used to be the marketing president of GMA-7, shared the network’s annual Christmas Short Film Festival as an example of this combination. Now on its sixth year running, the festival showcases two-and-a-half-minute films featuring product shots of the sponsors. This is the brainchild of GMA-7’s marketing arm to supplement the wind down of advertising during the Christmas season, which, fortunately, said Quioge, marketers and advertisers have embraced wholeheartedly.
Innovation continued to be Quioge’s word of the day. Being born in the digital age, students nowadays have a specific advantage of being more media savvy. Congresses, seminars, and workshops also help in shaping up the youth’s industry mettle, but at the end of the day, Quioge said that these training grounds will not amount to much if they don’t come up with fresh ideas that not only engages the audience but also maximizes the potentials of new media, especially targeted, specific marketing.
Quioge is one of the speakers for this year’s SAC, held February 8 at 1Esplanade, Pasay City. The roster of speakers included Lizelle Maralag, president and COO of GMA Marketing and Productions (keynote speaker); Benjo Billones, senior visual merchandiser of fashion brand Tomato and founder and creative director of DU Manille; Vin Dancel, musician and content director of Pinoy Tuner; Benito Bengzon Jr., Department of Tourism assistant secretary for international promotions; Teeny Gonzales, CEO of independent advertising agency Seven A.D.; and Jean Magboo, head of corporate communications of Sulit.com.ph.
Organized and spearheaded by former Advertising Board of the Philippines chair Dan Villa, the SAC aims to provide an opportunity for advertising, marketing, and communications students to learn from the best industry professionals and practitioners. The congress also includes design and advertising competitions, with briefs coming from actual clients and sponsors to further immerse the students in the world of advertising.
