MANILA – At what was supposed to be a ‘no holds barred once and for all debate’, there were no fistfights, only love. Power couple Rey Tiempo and Joey Tiempo led opposite teams at Better Than Ever Raw School’s debate extravaganza: ‘Trophy or Trust?’ on July 24. As expected, the debate was friendly, with plenty of good-natured ribbing.
“I know there is love between the two teams, but we want to know which is more important. Trophy or Trust?” said Raw School Principal and IdeasXMachina (IXM) CEO Third Domingo.
Team Trust, led by TBWA\Santiago Mangada Puno Creative Director Joey Tiempo, began the debate with their central argument that trust begets trophy. “Without clients, there’s no business. Without business, there are no other opportunities. That’s why clients are so important,” said TBWA\ Santiago Mangada Puno Business Unit Director V-Ann Dingcong. Also on Team Trust were Del Monte Philippines’ Justine Ferrer and Campaigns & Grey creative director Sammy Pasamba.
With team members Publicis JimenezBasic Creative Director Raymund Sison, Dentsu Executive Creative Director Gary Amante, and Dentsu Group Account Director Edge Montero, Dentsu Executive Creative Director Rey Tiempo opened the arguments for Team Trophy, beginning with a disclaimer: “Just like what they say about choosing pets… the topics chose us and not the other way around. We’re here to learn but more importantly to have fun, because we’re in advertising, and we don’t take ourselves too seriously in advertising.”
Team Trophy kept their arguments lighthearted and humorous, with points such as “Trophy is important because it promotes travel. Around Makati. You’ll end up in Paseo, Yakal… etc.” and “Trophy is more important to us, because it saves the polar bears.”
On a more serious note, they also argued that awards raise the bar for the industry. “It boosts the industry standards. It affects not just one industry, but the whole country,” Tiempo said.
Montero argued that trophy is important for clients, who would only want the best people on their accounts. “Awards are a way to validate creativity. It’s one way to measure that they’re the best people,” he said. Sison agreed, saying that winning awards makes it easier to gain the client’s trust.
On the other hand, Team Trust’s Ferrer brought in the client’s perspective, saying trophies are important because of the rankings, but marketers rarely look at these. “What we look at is the brands. We’re interested in brands, and who are the people behind it,” said Ferrer.
“I don’t always look at awards. I look at what you’ve done for your brand. If it’s creative effectiveness, that’s what I look at. If you’re not able to change behaviour, you won’t keep us. Our heads are on the block, too,” she said.
Ferrer explained that it’s important to earn the client’s trust first, because this will then allow creatives to do what they want. “What really happens is in time when we see more and more of your work, it softens. At first, praning kami (we’re paranoid), but then we let go and take a chance on the things you want to push,” she said.
“Client trust brings awards. But trophies don’t necessarily bring client trust,” Pasamba said.
Joey Tiempo emphasized that it’s important to consider one’s motivations. “What did I win that trophy for? Is it just for myself or for my team? It is our job to serve a higher purpose as creative people. It’s my responsibility to not just think about myself, but the people I impact,” she said.
Amante, while agreeing that a client’s trust is needed, said doing good work is more important. “If you do good work, it will push the sales. Our job primarily is to do good work. Earning trust is not primarily our job. Doing the best is,” he said.
In the end, both sides agreed that trophy and trust cannot be separated. “The creatives who win are also the ones who are most trusted. Trophy and trust – can we just marry the two?” Rey Tiempo concluded.
Presented by 4As and the Creative Guild of the Philippines, Better Than Ever Raw School: Trophy or Trust? was held at Provill in Makati. Follow Better Than Ever Raw School on Facebook.
