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Wednesday, June 04, 2003
JWT wins Ad Con bid with Big Idea pitch
J. WALTER Thompson (JWT) recently won the creative agency pitch for the 18th Philippine Advertising Congress (PAC) with its concept: Big Idea Generation.
Banking on the 18th Philippine Advertising Congress’ for this year “What’s the Big Idea?,” the ad agency’s winning concept was formally welcomed during the official launch of the PAC at Dish Restaurant in Powerplant Mall, Makati City last March.
The winning concept focused on the Filipino’s ingenuity.
“We believe it’s high time that Filipinos feel and become proud of their natural genius and therefore be challenged to come up with more ideas for survival, growth and pride,” JWT executive creative director Robert Labayen said.
Concept
In coming up with the concept, Labayan said his creative team first thought of giving the word “idea” a clearer and more concrete definition. The team then drew a more substantive meaning of ideation as inventiveness, which as related to a Filipino trait, translates to his ability to solve problems by making unlikely connections between things.
It is his being maabilibad, according to Labayen, that has enabled the Pinoy to make great strides in his everyday life by thinking of ways to effectively overcome problems.
Research
JWT also conducted extensive research on different Filipino inventions that have won global recognition, which inspired the creative team composed of creative director Cynthia Dayco and members Leo Gonzales, Ira Zabat and Shu Manalo to zero-in on Filipino inventiveness and creativity as the focal point of the concept of the Big Idea Generation.
18th PAC creative committee chair David Guerrero, said JWT’s straightforward and positive message was successful in showing how big ideas affect people’s lives, thus making it relevant to people who are not in the advertising industry.
Slated to run on November 19 to 22, 2003 at Camp John Hay, Baguio City, the Ad Congress is the country’s premier advertising event. (PR)
(June 4, 2003 issue)
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