MANILA, MARCH 22, 2013 – On a seventh high, adobo magazine celebrated its seventh anniversary Thursday, March 21, 2013 at the metro’s swankiest party place, Buddha Bar Manila.
The bible of advertising has gone a long way, from its first 45-page issue in 2006, featuring radio maven Ompong Remigio, to the present book, which has evolved from an advertising bible into a creativity bible and covering a wide range of topics on creativity and hovering over the 200-page mark.
“When I launched adobo I knew it wouldn’t be a stroll. And it wasn’t. It has in fact been a difficult, challenging and demanding ascent. But our journey has always been an exciting, energizing even exhilarating one,” said founder, president and editor-in-chief Angel Guerrero, in a speech.
Advertising’s best and most creative minds converged at the Buddha Bar’s rooftop, the party closely resembling a New York City rooftop shindig. Vice president and chief operating officer Janelle Squires and Guerrero presented adobo’s history in videos. Squires also shared the many events adobo has on offer for the upcoming months that will surely quench (or spark) that creative hunger.
The cover girl of the Mar/Apr 2013 issue of the magazine, Publicis Manila CEO Matec Villanueva, also graced the event. Villanueva is one of the people in the industry who has seen adobo magazine from the beginning until today and said that the magazine has legitimized the industry to the outside world, letting them know that agency people do not just make billboards and TVCs. The Mar/Apr 2013 issue was also launched that night.
The new issue, with the refreshed tagline, "The word on creativity," features Thy Womb’s Brillante Mendoza and Melvin Mangada, also the chief creative officer of TBWASantiago Mangada Puno. The Centerfold presents JWT Manila CEO Melissa Crucillo and the different hats she wears. This issue also puts the spotlight on media agencies with coverage on the first-ever MSAP Media Congress and firm profiles on media titans Carat, Movent and MRM.
"In covering this creative sector we have of course taken heed of its favorite maxim — adapt or die. Needless to say we have chosen to adapt," Guerrero said. "One if the ways is through our digital initiatives that are still in the factorhy but will be ready for market shortly. What I can say, though, is there will be greater synergy between our digital and print products."
One way this is done is by integrating AR technology. For this issue, the cover is made interactive. Just download the adobo Reality app on Google Store and on Apple.
And after a close online poll, which pit the 12 adobo Ads of the Month from last year, the top favorite was determined to be JWT Manila’s ‘Manila Hotel false cover’.
adobo magazine would like to thank its major supporter Smart Mobile Ads and sponsors: Buddha Bar Manila, pinwheel, Robert Mondavi, Manila Beer, Tanduay Black, Clear Channels, 25th Media, WorldStage Productions, On Media, Grand Embassy AR (GEAR), Shampoo shots and Geronimo Photographico.
To view the photo gallery, click here.
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