MANILA – OOH company HDI Admix recently launched the Philippine Out-Of-Home Roundtables, in a bid to cultivate a continuing conversation among stakeholders of the outdoor industry.
The initial staging of the Roundtables drew the participation of a heavyweight line-up: Roland Dallarte, Vinay Goel and Norman Davadilla of media specialists Kinetic, Posterscope and Starcom OOH respectively, comprised the agency panel; while Mark Gamboa, Melvin Nubla and Jericho Bayona of advertisers Max’s Group, Media5 and Pascual Labs, made up the client side.
The keynote was delivered by Kuala Lumpur-based industry consultant Ron Graham, who established the Poster Publicity and Kinetic networks in the Asia.
In front of an audience of agencies and advertisers themselves, the Roundtables asked the agencies to talk about Philippine OOH in 2015 and what they wanted to do for clients; and the advertisers, to discuss how they used the medium, as well as what they needed from their own agencies and media providers.
The discussions revolved around many of the same themes prevalent in OOH worldwide: digital out-of-home, mobile integration, customized creative executions, capitalizing on the consumer context surrounding OOH placements, research and the need for acountability.
“The turnout and the exchanges validated our gut feeling: there is a need for stakeholders of the industry to gather and talk among ourselves – discuss where we want to take OOH – so we can help each other better,” said HDI President and General Manager Darmo Castillo, who also heads the industry association Outdoor Media Advocacy Group (OMAG).
He noted that with the postive feedback from the attendees, an expanded edition of the Philippine Out-Of-Home Roundtables will likely be held later in the year.
The Philippine Out-Of-Home Roundtables (l-r): HDI Admix Consultant Bing Kimpo, Max’s Group Marketing Director Mark Gamboa, Pascual Labs Market Segment Manager Jericho Bayona, Starcom OOH Director Norman Davadilla, HDI Admix President and Genera Manager Darmo Castillo, Kinetic Manaing Director Roland Dallarte, Posterscope General Manager Vinay Goel, Media On The Go Principal Consultant Ron Graham and Media5 Network Marketing Head Melvin Nubla
