THE PHILIPPINES, JULY 25, 2012: adobo’s brand new issue – our biggest-ever, a 192-page bumper edition – is filled to bursting with compelling personality profiles, Kidlat and the Cannes Lions Grand Prix and Gold creative showcase, key interviews, trends, analysis, pictorials and more.
Adman turned Tourism Secretary Mon Jimenez channels his Mad Men days, delivering a ‘people’s campaign’ widely embraced by locals and importantly ensuring cut-through in the hyper competitive business of destination marketing. ‘It‘s More Fun in the Philippines’ has delighted locals, stormed across social media and, for the first time in a long while, made the country with a minuscule marketing budget truly competitive against deep-pocketed neighbors.
The Trendspotting section takes its cue from the latest sport to capture Filipinos’ and the industry’s imagination: Football, thanks in no small way to the Azkals and their star-making pitch moves. More advertising stars than football celebrities, our dream team shows what it takes to rise to the numerous challenges thrown at them on the media battlefield. Proving football is a sport going places in the Philippines, our very own adobo Football Cup drew record team numbers, offered up plenty of nail-biting on-pitch action and Azkals in attendance. Check out the new champions, the MVP and individual award winners in our extensive Cup coverage and pictorial spread.
This issue features extensive coverage of the state of local and Asian creativity with our round-up of three major award shows from Tambuli to Kidlat and the Cannes Lion International Festival of Creativity with creative showcases, analysis, pictorial spreads and more. Our 30-page Cannes coverage features a spread of Grand Prix and a selection of Asian Gold winners along with local delegates offering their inimitable take of the festival. There’s more on the state of creativity: Nissan’s marketing partnership with the world’s fastest month Usain Bolt ahead of the Summer Olympics and a creative effectiveness case for Nike’s cinematic tour de force and multiple award winner ‘Write The Future’.
The issue also profiles award-winning creatives and a creative turned artist. Wieden+Kennedy alumnus Eric Cruz, now head of Leo Burnett Malaysia, on why the industry needs to reinvent itself, Eric Yeo returns from Singapore to fill a long vacant role at Ogilvy & Mather Philippines, creative turned director Dax Dacayan and his toys of the trade and Raymond Legaspi, who has turned his back on advertising but not on creativity, carving an exciting career as an artist with a satirical eye. The issue gets up close with a Persistent Pair, BBDO’s award-winning pair of Rey Tiempo and Gary Amante, caught in a centerfold pose worthy of a Saridon print ad.
This issue’s special report focuses on country branding, the business of building premier national reputation for a leg up in the global race for scarce funds, talent and markets. adobo looks at champions of the art and newcomers such as the Philippines making belated moves in the space.
This edition is also packed with local, regional and global news, from two Philippine collaborative ventures CO and Hot Air Balloon launches, people moves, account defections, while keeping in lock-step with the digitally-savvy local kids and tweens.
The magazine is available on July 28,2012. It’s available on National Bookstore, FullyBooked , BookSale outlets and Basheers bookstore in SEA. Grab a copy at the key magazine outlets on Metro Manila nearest you!
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