Ad Summit Pilipinas keynote speaker Anselmo Ramos is, according to one well-known ad person, “The most influential creative leader in the world.” He shot to prominence with the success of the ‘Real Beauty Sketches’ campaign for Dove by Ogilvy Brazil. This was one of the most awarded campaigns in the world in 2013, winning 19 lions at Cannes that year – including perhaps the most coveted award of all – the Titanium Grand Prix. It also picked up the Grand Effie, with 163 million global views of the film. It’s one of those blockbuster campaigns so big that it even has its own Wikipedia entry.
The entry cites the following in explaining its success: “Brenda Fiala of Blast Radius, a digital advertising agency, said the Sketches campaign was successful because it taps into deep-seated emotions and “hits on a real human truth for women. Many women undervalue themselves and also the way they look.”[2] Ramos agreed: “Most ads today don’t evoke any clear emotion, they just communicate a particular product or service benefit. We wanted to do something really emotional … We knew we had something good in our hands.”
Anselmo then went to Miami where it was work for Burger King that came to the fore. The work he did together with client Fernando Machado earned the brand Marketer of the Year recognition at Cannes. This was based on breakthrough work like the “Proud Whopper” campaign in 2015. And two more Grand Prix in 2017. First in Print and Publishing with the “Flame Grilled since 1954” campaign and then with the “Google Home of the Whopper” campaign in the Direct category.
He advocates close partnerships with clients as the best way to get great advertising. An article by the World Advertising Research Council (WARC) quotes him as saying: “You as clients get the advertising you deserve. If you have great advertising – it’s down to you. You as the client have the power to change the advertising that is produced.” And he has 10 invaluable pieces of advice to share with delegates to the Summit on “how to become the best client ever.”
According to Aste Gutierrez, Creative Director at BBH Singapore, who provided the quote at the start of the article: “His work becomes (what is) imitated almost instantly. It is bold, big, conceptual, and very visible.Showing all of us that ‘Real Work’ doesn’t need to 1.) be held to a lower standard (buoyed by production value) and 2.) come from a brief.”
Ronald Ng, of DigitasLBi New York, another speaker at the Summit has the following to say: “I hate Anselmo because his work makes everyone else’s look average. I hate Anselmo because his ideas make me jealous. I love Anselmo because i can one day tell my grandkids i shared the same stage with the guy who created ‘Man Boobs’. “
And at the end of 2017 Ramos stunned the ad industry by declaring he would be leaving the agency he made famous, WPP-owned David, Miami, to set up a new venture with two long-time agency partners. The event at the Ad Summit in Subic will be a unique opportunity to see one of the world’s current creative leaders up close and personal, sharing his secrets with the audience.
About Ad Summit Pilipinas 2018
Ad Summit Pilipinas 2018—tagged as the biggest and much-awaited biennial advertising and marketing event in the country—has just announced the first batch of speakers who are set to share their expert insights on exploring new ways of measuring brand success.
Aptly themed “DIY Your ROI”, the Summit, scheduled from March 7 to 10 at the Subic Bay Exhibition and Convention Center, promises to bring together powerhouse speakers from around the globe to enlighten participants on the most relevant topics shaping the marketing communication industry today.
For more information, visit www.adsummit.ph and/or follow facebook.com/AdSummitPH, twitter.com/@ADSummitPH, and @adsummitpilipinas on Instagram.
Interested participants may contact the 4A’s secretariat at 813-4397 or 893-1205, or e-mail: 4asp@pldtdsl.net. Registration may also be done through the summit’s official page (www.adsummit.ph).
