As the COVID-19 pandemic continues to reshape the economy and everyday life, advertisers must keep up with trends caused or accelerated by the global health crisis. In a panel discussion hosted recently by the Philippine Association of National Advertisers (Pana) via Zoom, advertising executives shared insights on brand building amid the pandemic. The event, titled “Odd For Ads Sake,” aimed to shed light on emerging trends in advertising, find out how great ideas are made and show brands how they can stand out without changing their values. Here are some of the tips advertising experts shared at the event on brand building and adapting to the COVID-19 crisis.
A (sort of) cannibalistic human-cheese-bacon hybrid, people with soda bottles—among other things—as body parts, a missing ninong. These are just some of the most recent outlandish creations from the minds of the folks over at GIGIL, a creative ad agency that started barely three years ago in 2017. A relatively small player in a huge, well-established, and high-stakes field, this Pinoy agency is now leading the pack in terms of being different.
After more than seven years in Y&R Philippines, Chief Creative Officer Badong Abesamis has moved on to open a new ad agency, GIGIL. Under his guidance, Y&R was named numerous times among the top five creative agencies in the country – a first in the office’s history. With his team, he helped win Y&R its first Philippine Agency of the Year plate in 2016, snatching another this year. The agency bagged for the Philippines its first APAC Effies metal on his watch. And under his direction, Y&R Philippines snared its first pride of Cannes Lions since it opened for business 30 years ago.
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