today's AMAZING TV AD : honda's "cog" 2 minute tv spot

for more on this, go to this post :; april 14 post.
the inspiration is mount pinatubo when some years ago, all of a sudden, after decades of being dormant, it decided to erupt, spewing debris and ash several kilometers high, blowing ashes to float everywhere, far and wide, turning the skies gloomy gray as far away as metro manila, hundreds of kilometers away, covering metro manila streets and rooftops with thick ash. the pinatubo eruption was so powerful that its ashes changed the color of sunsets not only in the philippines but also worldwide.

that's what happens when clients and advertising agencies decide to run ads not worthy to be called advertising. its dark, its huge and very irritating and unfortunately, everywhere!

all they are doing is wawam! what a waste of advertising money!

here is a first row view of Philippine Advertising and Philippine Marketing.

mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away

World Clocks

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Thursday, June 26, 2008

OgilvyOne Asia Pacific cracks a joke! part 1

highlights on the article are mine. this is next on WAWAM!


Digital marketing now ‘mass and mainstream’--ad exec, author
By Erwin Oliva
First Posted 17:51:00 06/24/2008

MAKATI City, Philippines -- Digital marketing has moved from being "niche and new" to being "mass and mainstream," according to an advertising executive and author who has written books on a digital marketing.

Consumer brands like Nike and Adidas are now using digital marketing to reach a mass market now using various types of digital media, said Kent Wertime, president of OgilvyOne Asia Pacific, in an interview with reporters here.

Having been in advertising for the past 17 years, Wertime said marketers are gravitating toward digital media because the numbers are just too hard to ignore: 3.1 billion mobile phone users, 900 million PC users and 1.4 billion Internet users as of 2007.

"Digital media will become a predominant form," he said, as he explained that digital marketing is about reaching people through digital channels.

In the Philippines, about 90 percent of OgilvyOne's clients are now moving to digital media since last year, said Elly Puyat, managing director of OgilvyOne Worldwide in Manila.

Puyat however admitted that digital marketing remains a young industry in the country.

"A lot of clients in Asia have some form of online presence, but it's not yet a truly digital strategy. If you're not in search marketing, for instance, you're far behind," Wertime said.

Still, the "tectonic shift" toward digital marketing is increasingly felt in Asia where usage of mobile phones and the Internet is growing, the executive said.

Citing a global study on media spending worldwide in 2008, Wertime said Asia as a whole has led in terms of per capita media spending this year. The global average on per capita spending on media is about $98. Philippine spending is currently pegged at $38.

1 comment:

  1. Though you make your point very clearly, I also think you may not know that a lot of Ogilvy One's clients are selling products and services whose target markets are of of the AB socio economic bracket and therefore will continue to use digital marketing.


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