only in the philippines!

95 million copywriters
Greg B. Macabenta

I used to complain about 60 million copywriters. That was the population of the Philippines decades ago, when I was working with an ad agency in Manila and was handling the Nestlé account. It was my way of protesting the way every Juan, Pedro, and Maria felt competent to criticize and suggest improvements on the advertising campaigns we created. Invariably, 10 different people had 10 different ideas on how to improve our work.

Poor Secretary Bertie Lim and Campaigns & Grey. Now, they’re hearing from 95 million copywriters.

…  I had written a piece entitled, “Proud to be Pinoy,” referring to the fact that Manny Pacquiao and FilAms like California Chief Justice Tani Cantil-Sakauye and Giants ace pitcher Tim Limcecum have given us reason to hold our heads high in the world.But I also added that there are many other reasons to feel proud of ourselves as a a people:

“And yet, we have many reasons to feel Proud to be Pinoy, and not just vicariously. Not the least, the beauty of our people and our land.

“I guess this is the rationale behind the new campaign of the Department of Tourism revolving around the theme, ‘Pilipinas Kay Ganda’ or ‘Philippines, the Beautiful.’

“I think it’s a good advertising theme, reminiscent of America, the Beautiful.’ But to make this campaign fly, we need to work on our national psyche and imbue our people with genuine pride in ourselves as a nation.”

That really means creating a culture of tourism.

That, in turn, means improving our tourism infrastructure, ensuring peace and order and security, and investing in advertising and promotions to reach, create awareness and persuade tourists, sportsmen, adventurers, World War II veterans, retirees, businessmen, investors, conventioneers and assorted travelers, as well as overseas Filipinos, to visit our shores.

…  Heck! Why argue that “Pilipinas Kay Ganda” cannot be understood by non-Filipinos? It’s the easiest thing to add a parenthetical phrase that explains what it means. The more important point is whether or not we can support that statement.Was Senator Chiz Escudero right in commenting that there is no reason to change Dick Gordon’s “WOW Philippines” campaign?

Yeah sure. But if no advertising and promotions money is invested, it won’t work, either. And if the culture of tourism isn’t developed in our country and among our people, there will nothing to be “wowed” by.

…  The reason Las Vegas is such a major tourist draw is that the casinos are investing heavily in tourism promotions. The reason Hawaii is such an attractive tourist destination is that the travel and tourist industry in the islands are investing heavily in tourism promotions.But in the Philippines, the Department of Tourism is expected to do all of the investing, while the travel and tourism industry does the complaining and criticizing.

…  So what are they suggesting?Are they going to launch a contest on the best tourism slogan?

Will they create a committee of creative geniuses to concoct the right combination of words? Will Chiz Escudero and the Senate constitute a committee that will conduct an investigation into the reasons why our tourism industry has been left biting the dust behind Thailand, Malaysia, Indonesia, and the rest of Asia? Will Miriam Defensor-Santiago demand that Bertie Lim be replaced with “heavyweights”?

Or will someone sit down, do a reality check, calmly assess what resources are available and work on a viable plan that doesn’t depend on the syntax or symbolisms or visual appeal of an advertising slogan?

Several months ago (before P-Noy became president), I submitted a plan to Director Rene de los Santos of the Department of Tourism in San Francisco for a sustained media advertising campaign in the US, combining the limited budgets of the various stakeholders in the travel and tourism industry, as well as those government agencies desiring to reach out to the overseas markets.

My thesis is that, individually, none of them can afford to sustain a year-long effort — not even Philippine Airlines. But intermittent promotional blitzes and “marketing roadshows” are a waste of money. Without a follow-through, fat chance these efforts will sink in.

Breaking into a market is like pushing a boulder up a hill. If you don’t have enough muscle to push it all the way up to the top, as soon as you run out of steam, the boulder will roll right back to where you started.

So how to fund a year-long campaign? One way is to combine the limited resources of the stakeholders to make them add up to a substantial sum that can pay for such a campaign.

How does that work? Imagine a series of TV commercials and full-page or even double-spread full-color ads that talk about all of the wonderful things that all kinds of people can discover and relish in the Philippines.

Of course, that brings us back to making sure that all of those wonderfulthings are in place and worth offering to the world.

But, as far as I can tell, there are enough of them to get a viable campaign started. What I think needs to be done is for all of the interested parties to get together to agree on getting the infrastructure in shape for the follow-up campaign and for the long haul.

Pero, utang na loob, leave the copywriting to the copywriters.

the oldies & social media

post-mislang there was The petty perils of tech and sosyal ek-ek from krip yuson, “an older writer’s diatribe about online youngsters and their tweeting ways” (as the editor puts it, in the intro to katrina’s response) even if it was also about facebook and blogs “demonizing” the “poor lady”:

All this excited, excitable talk about the glories of new media and sosyal ek-ek-working can really be only signposts to something possibly overrated. The jury should still be out on whether some benefits — like tweeting disasters and calls for relief aid, or finding long-lost cousins via Facebook to get up to speed on who’s won any Lotto draw — outweigh the nakedness of public spectacle, or expose the sloth of universal interest in what anyone may have had for breakfast, or how many corny pictures one can take at a barbecue party, thence parade onscreen as an imposition of generosity.

But then geeks, techies and faddists tend to view everything new with rose-colored glasses, like Manong Johnny who only wanted to make you happy. So the darned bandwagon begins to creak under the weight of too many cock-eyed optimists hailing a brave new world called the kingdom of sharing.

Whatever happened to the fine memory of Groucho Marx begging off from joining any group that would have him?

Sure, it fills the vanity void, expands virtual friendships. But what about the sensitivities of the poor lot who are defriended, or maybe worse, ignored, denied entry into private settings, or laughed out of an unsolicited tag?

I still don’t understand why one can’t just join a specific e-loop, which is like having a more intimate soiree, rather than have to cast one’s lot with a street hoedown where stalkers can turn up to foist their graceless manners and bad grammar on non-peers of greater cachet.

and then there was The connectivity society from randy david, an academic’s misgivings about the over-sharing on social media, and the loss of privacy, maybe daw even of our humanity.

THERE’S A theory in the study of social relationships that became quite popular in the 1960s. It was called “dramaturgical sociology.” Its author, Erving Goffman, adopted the Shakespearean insight that “all the world’s a stage,” and worked out a cool set of concepts that view human actions as sequences in the elaborate art of impression management. We want other people, he said, to see us according to how we wish to portray ourselves. Instead of leaving it entirely to chance, this is something we can control to some extent. Success is never assured. But we are not crushed when we falter: the audience is usually polite and helpful.

Goffman would have found the new culture of instant digital connectivity in which many of us today are immersed fascinating. Because of the radical changes in communications technology, our lives take place, more than ever, in what he called the “front stage.” In other words, we are constantly performing. Between performances, we find that there’s less and less time to retreat to the “back stage,” to take a break and be ourselves.

Our solitudes become public. The most intimate of our relationships, in which we used to be able to take refuge, can be viewed by people we hardly know but who are part of an ever-expanding social network. We are trapped in roles from which increasingly we cannot take a rest. We can no longer talk in whispers, or tell a joke that will not potentially be a scandal. It has become difficult to indulge in private moments that we’re sure will not be photographed, or recorded, and posted on YouTube or somebody’s Facebook.

Mobile communication instantly connects us to an amazing number of people everywhere, all at the same time. This has multiplied exponentially the power to do good and to spread the good news. But it has also empowered meanness. It has made bullying not just more vicious because of its capacity to be anonymous, it has also made it virulent. By providing easy access to the various media of public discourse, mass connectivity has democratized opinion-making no doubt, but it has not made it as easy to come to any agreement on what is to be regarded as true. Indeed, it has also become the most effective tool for repeating and spreading a lie. We may keep a tally of the number of people who “like” a particular opinion, blog, tweet, or post. But that only tells us what’s popular at any given moment, not necessarily what’s true.

as an oldie, too, but female, who’s been blogging since september 2007 and posting on twitter and facebook since early 2010, i wonder if it’s a macho thing, the writer’s and the intellectual’s shared disdain of social media – to join would be to succumb to a weakness?   or it could also be a class-sort-of thing, they who snub social media deem themselves a breed, a class, apart – it is below them to rub virtual elbows with a mean and disputatious techno-mob?

or it might even be just a mainstream-media thing, the two being old-hands at column-writing, opinionating, in the arts & opinion sections, respectively, of their broadsheets.   suddenly they don’t have a monopoly on “what’s true”, theirs are no longer the only opinions that matter, suddenly they’re competing with and/or being criticized by self-proclaimed writers and thinkers on the internet who are into the worldwide web of wide-ranging and relevant information that democracy requires and who love passing stuff on, and sharing their own ideas and opinions, just because they can.   yes it doesn’t make it easier “to come to any agreement on what is to be regarded as true” and it may also be a “most effective tool for repeating and spreading a lie” but the same can be said of print and broadcast media.   mas virulent nga lang sa social media because of the reach, across all computer-literate thinking classes, and because of the radical feedback, forward, and re-post devices.

and so post-pilipinaskayganda what a surprise to read Unoriginal from alex magno, an oldie but goodie?   even if a mainstreamer, too, an opinion columnist too, he seems to have no problem with social media.

In this age of social media pervasiveness, a consensus could be formed in the public mind within hours. That consensus is freely arrived at by all the participants in the sum of all blogs and tweets on a particular matter. It is, therefore, a consensus that can no longer be reversed.

We were made to understand that the “strategic communications group” — or at least part of it — was organized to manage the social media environment. That was, as we now see, probably and erroneous premise. Indeed, how could the social media be managed? How could this administration even dare aspire to manage the social media environment?

When the hostage tragedy happened, government portals were flooded with hate mail. Some portals were actually taken down by the sheer volume of mail coming in.

When Mislang made that casual comment about the quality of wine served by the Vietnamese, the outrage over the sheer lack of manners and pure pettiness of the comment flooded the blogs. Special websites were set up as impromptu public billboards to accommodate all the indignation expressed.

This week, the provocation is that completely unoriginal DOT campaign logo. This is a controversy that ought to have been avoidable. Before making that logo public, the DOT might have quietly conducted focus group discussions. They did not. They simply threw out that logo to the public to be feasted upon by the bloggers .

Today, for all intents and purposes, the public resoundingly rejected that logo. No need to do “public consultations.” That is so 20th century. The public review is done. It was accomplished in the world of social media. Traditional media can only echo the consensus that only social media can forge at such speed.

of course magno’s thumbs up could be just politics, ‘no?   unlike yuson and david who are identified with the president, magno is identified with the ex-president.   still magno had great hopes for aquino.   once upon a time he thought aquino could be a game-changer, and now that it’s not happening, well, it’s great that he has the sense to appreciate rather than denigrate social media’s awesome powers.

these oldies should give social media a try.   really, it’s all quite easy to learn.   one doesnt have to be a geek, a techie, or a faddist, one doesn’t need the latest gizmo, to blog, twitter, facebook, and google.   neither does it mean a serious loss of privacy – there are ways and ways of calibrating one’s engagement with the online world.   kanya-kanyang diskarte.   true, there are meanies out there, i mean, here, and there are many who wear rose- if not yellow-colored glasses, what else is new, microcosm of the macrocosm.

but yes, it does take receptiveness to the new and the radical, and an openness to criticism from left right and center.   no sacred cows here.   if all the world’s a stage, all the world’s a critic too.

tourism’s epic FAIL :(

heard about the new (now dropped?) tourism campaign through carlos celdran who was at the launch and was tweeting his dismay over the new slogan ‘pilipinas kay ganda’.   talaga naman.   in what world do these “creatives” live.

napaka-basic: ‘philippines’ for instant recognition, hindi yung mag-iisiip pa ang mga dayuhang turista, ano daw yon?   lalo pa ngayon na matunog na matunog ang ‘philippines’ salamat kay pacquiao, it’s crazy, it’s stupid, to even be thinking ‘pilipinas’.   until these “creatives” can come up with something better, let’s stay with ‘wow philippines’, whose logo can be tweaked, upgraded every which way.

i didn’t catch the website that was quickly brought down in the wake of boos and jeers from everywhere.   but the “new” logo is posted in several sites and, susmaryosep, it’s just a recycled version of the nineties logo.   i wrote scripts for the asean tourism forum festivities that dot philippines hosted back in ‘93 and yun na yon, without lang the tarsier and the smile.   pa-tropical effect for the slogan ‘island philippines’ na ewan kung bumenta.   all i remember is joy soler de castro on her soapbox vs. the traditional & “barriotic” and pitching the philippines’ east-west culture that’s unique in asia, which still sounds good.

but the logo, please, it’s so last century.   new millennium na, after all, and the world’s travellers would want a sense of more than beaches and coconut trees, certainly more than that displaced tarsier and corny smiley, ano ba.

“their neurons aren’t working,” kasasabi ni senator miriam sa dzmm teleradyo.

nakakatawa, pero nakakaiyak din.   puro sablay na lang.   hayyy.   we get what we deserve?   this is all we deserve?

read more:

resty odon’s Looking back: Gordon coined “WOW Philippines” on the spot on TV
PiNaysaAmerika’s Tourism Slogans
ellen tordesillas Not so beautiful ‘Pilipinas kay ganda’
gmanews.tv’s Critics: DOT’s ‘Pilipinas Kay Ganda’ not so pretty
noemi lardizabal-dado’s Country branding the Philippines
james cordova’s Sun or sex? Philippines’ botched tourism campaign

the president’s lovelife

if the president seriously wants questions re his lovelife to stop, he should simply learn to respond with a no-comment — ang hirap ba, parang si kris ba –and his communications groups could help by warning the press not to waste their time, there are a host of more important public concerns — like what’s the trade-off with japan ba– and don’t treat the president naman like a showbiz figure.

instead the president has started to cater to the media’s penchant for love and romance among the rich and famous, announcing that he is dating celebrity stylist liz uy, what a beautiful person pala she is, and how impressed he is by her conversation.   and he wants them to stop asking?   c’mon.

makes me think it’s all spin.  if they could do it with shalani soledad, why not with liz uy?  because i heard it through the grapevine that the break-up with shalani happened before the campaign pa, pero napakiusapan si shalani to play along muna, it was good for the campaign, pa-macho effect i suppose.   which would explain why she was never seen with the sisters, never sat with the sisters, either at the proclamation or at the inaugural rites and festivities.   a real girlfriend, a real loved one, would have been right there celebrating with the new president and his family and not lost somewhere among lesser guests, when she was there at all.

so why the liz uy spin?   maybe to distract us from other more pressing matters.   also i suppose it has to do with shalani’s high-profile debut on television via no less than the wily willie’s new primetime show on tv 5.   biglang everyone’s talking about shalani — kahit pa she lost me at “hello” — i hear nag-i-improve naman.   but kris must hate it, lalo na’t she’s nowhere these days, and what about that paparazzi interview with shalani’s mom that raised questions like, bakit sinisiraan si shalani at sinong naninira?   and what better way to kill all talk than by having the president move on, romance another woman, kilig kris to the bones.

so why liz uy?   she’s one of kris’ many best friends, di ba, like boy abunda and vice ganda, so why not.   at least tunay siyang babae.   and since she spends a lot of time na with the president, making sure he looks good, perfect choice na rin.

which is NOT to denigrate ms. uy, who comes from a relationship with sexy kanto boy and topnotch actor john lloyd cruz, who’s a commercial AND critical success.   so is dating, maybe romancing, the president, if true, a level-up for liz?   i’m not sure.   possibly.   i guess.

okay okay maybe i’m wrong, maybe it’s all true, maybe it’s love, and maybe it’s even for keeps, but i’m suspending disbelief only if, and when, liz uy herself, with stars in her eyes, and in the president’s arms, confirms it all.

meanwhile, please naman, mr. president, FREE THE MORONG 43!  it’s long overdue.