MANILA, PHILIPPINES — Young people, especially the millennials, would always change gear and push themselves hard to try and find many jobs to their hearts’ content. There’s really nothing wrong with this. After all, everyone is entitled to his or her own happiness and that includes finding the job he or she really wants.
But this isn’t the case for Troy Alcala, the marketing director for Digital Out Of Home, Inc. (DOOH). Starting out as a young graduate of a Bachelor of Science Degree with a Major in Economics from University of Santo Tomas, he stuck it out and rose from the ranks with the DOOH for the last 20 years.
“Actually, my initial work experience was in an international bank. But after three years, I moved on to the out-of-home media industry with the MacGraphics Carranz because our office then was much closer to UP Diliman where I was taking units for Professional Education. After completing the course, I decided to continue working in the company as it has become both financially and professionally fulfilling,” Alcala explained.
“And why I stayed all through these years? That’s because I like the way my boss, Mr. Alvin Carranza, the company owner works – he operates on a very personal level,” Troy said.
Troy reminisced the time he was applying for an Executive Assistant post among several aspirers. He said he was the first one interviewed by Mr. Carranza himself, the CEO. Thereafter, the CEO sent him to HRD for the formal processing of his application. Before leaving the office, Carranza passed by the HRD and advised Troy to report the following week right in front of the rest of the applicants.
Moreover, according to Troy, Carranza subscribes to the idea of sociochemistry – “he has a way of knowing if someone has the potential to work with him harmoniously.”
“He considers a person’s skill set, but he also needs to assess if you will fit the role effectively and efficiently. Mr. Carranza would communicate his vision on a project, while sometimes I would doubt its feasibility, but nevertheless, I would still support his direction. To this day, he manages to surprise me, when his vision which seemed initially lofty but becomes a success,” Troy enthused in admiration of the company’s CEO.
DOOH through the years
From MacGraphics Carranz International Corp. to DOOH, there is no doubt that the company has grown by leaps and bounds. Aside from its existing billboard sites in strategic areas in Metro Manila, the best testament to this enormous growth is The ONE EDSA, the most modern and highly technical led billboard located in Mandaluyong City. It’s the biggest and tallest digital billboard screen on EDSA, a 34,200-square-foot tower, that’s truly a force to reckon with. Since it was lighted to full operation in August 2020, The ONE EDSA has been helping global and local brands sell their products and services with much success. More important, it has been providing free broadcast announcements by government agencies in the midst of the pandemic.
“The effect of the lockdowns due to COVID-19 is an extraordinary challenge for the out-of-home media industry. When there are lockdowns, out-of-home media loses its audience. In spite of this, DOOH continues to market and sell, using our programmatic and content management features intensively,” Troy said.
That DOOH has surpassed many challenges is an understatement according to Troy who had juggled several roles in the company, which included interim functions as an Executive Assistant, an Account Manager, eventually Sales Head, and at several times, even as an Event-Planner for Café Lupe Restaurant which Mr. Carranza also owns.
As the economy recovers from COVID-19, Troy sees the need for the out-of-home industry. “It means more eyeballs and longer viewing periods. This is the ideal medium for companies to inform the public that in spite of the pandemic, they are still here to provide for their needs through their products and services.”
On a personal note, Troy’s success is guided by “two values that I live by in both my career and personal life, which is also both biblical and practical.”
“First is, in whatever you do, do it for God’s glory. When you choose to do something, always give your best. If you believe in a God or someone who matters to you, then you know they deserve the best.”
“Second, always count your blessings. Sometimes we are busy comparing our success with the success of others. Whatever hard work you put out has a corresponding reward,” he concluded.
