Saturday, November 20, 2010

Ad Agency behind "Pilipinas kay ganda" warned Tourism Department against premature launch of re-branding concept

(Here's a note I found on FB from Boboy Consunji whom I believe is with Campaigns and Grey, the ad agency that created the 'Pilipinas, kay ganda'.  It appears that the ad agency was against showing what they claim to be an initial concept and were against any public display of the slogan/logo.  

Now, I don't know much about how ad agencies really do things but I would assume that any presentation made -- especially for pro bono clients -- would be covered by some agreement which would prevent the client from using their concepts without authorization.  If Campaigns and Grey really and truly believed that the re-branding concept was not ready, it should not have agreed to have the re-branding concept at all.  

The ongoing flak fiesta illustrates the reason why half-baked concepts shouldn't be revealed.  And now, the ad agency seems to be dumping the blame on the Department of Tourism.

Moreover, it also raises the question of how or why Campaigns and Grey ended up being the agency to "establish preliminary strategic directions" for a national tourism campaign.  If there was supposed to be a bidding of any sort, allowing one of the potential competitors to in anyway mold the thrust of the national tourism campaign to any degree would naturally give it an overwhelming advantage over others.  Unless of course the ad agency was planning on not participating in any future bidding.

Anyway, this note on FB has the feel of the often repeated statement about President Noynoy Aquino that suggests an involuntary servitude to the country.)

"Pilipinas Kay Ganda" and Campaigns and Grey
by Boboy Consunji on Friday, November 19, 2010 at 9:24pm

Campaigns & Grey was called by DOT for advice on a new branding exercise. There was hesitation on our end as we were familiar with the complex bidding process, and we were still owed by the past administration for services rendered. Our love for country prevailed. 

From the beginning, it was clear that the actual campaign would be bidded out and that our work was merely to establish preliminary strategic directions. But suddenly, there was a pressing need for exploratory concepts to be shown in some travel industry events. Again, we warned the client that we were taking too many shortcuts. But it was agreed that there will be a proper market research where multiple concepts will be thoroughly tested among the target market i.e. North America, Korea, Japan, China etc. Through this whole episode, we did not have a contract nor did we receive a single centavo.

Based on available market data, ‘Pilipinas Kay Ganda!’ was developed as one of 5 concepts for testing among the target segments. The intention of this particular concept was to come up with a novel line that visitors would find memorable, similar to Hawaii’s ‘Aloha’ or even the Japanese ‘Irasshaimase!’ and help regain the Filipino pride in the long run.

From many different logo studies that we recommended, we were directed to use the Polska logo for inspiration. Again, this went through several revisions until the client approved a logo similar to the fonts of Polska. With the addition of several other Philippine elements like the tarsier, smiling coconuts and the sun, there was enough distinction to send the logo into market research. If findings showed negative reactions towards the logo or if respondents felt it was reminiscent of the Polska logo, it would be easier to dissuade the client from using it.

We repeatedly warned the client that it was premature to launch, or even preview the study, but apparently, preparations for the tour operator event were already underway. We ourselves were shocked at the grand scale of what was supposed to be a mere glimpse to draw out a constructive exchange among industry partners. It was not surprising that media and the public took it as a done deal.

We shall take this experience as a cautionary tale against giving in to the client and allowing their over‐enthusiasm to override our better judgment. It was a reminder that the road to perdition is paved with good intentions.

No comments:

Related Posts Plugin for WordPress, Blogger...