Prodigy Acquires FMIC As Client

How do you create an image for the biggest investment bank in the country?

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In an underdeveloped market such as ours, it begins with explaining what an investment bank does, in terms non-bankers can understand. The next step is harder– making it meaningful.

For First Metro Investment Corporation, this meant concretizing the concepts involved-taking it from the vague and transactional to the personal and emotional, making the  benefits and rewards clear.

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It isn’t an easy task. It takes a clear brief, patience on the part of client and agency to make sure the right message  comes across, and of course, the best minds in the business.

ProdigyAds answers.

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This week’s question: Name Studies

Happy Pig
What did the creative brief for this name study look like?
Was it the same guy who thought up “ChickenJoy”?
And what do the PETA people think? Were they appeased?
Okay. It’s Holy Week. Back to the meaning of life.

Prodigy Elects New President

The newest creative hothouse (and we’re only using that word because it is summer after all) known as Prodigy Advertising formally elects its new company President, Samuel Francis R. Alapan, 36.

Multi-awarded, visionary and blessed with the enterpreneurial spirit, Sam also brings to the agency fourteen years of hands-on experience from strategy to final art, working with various categories, including telecommunications, automobiles, milks, beverages, homecare and other consumer products as well as women’s causes.

Outgoing President Judith Albano says, ” Last year was all about vision. This year, it’s about drive. We elected him because he embodies the Prodigy spirit: young, hardworking and relevantly creative ideas. Under his presidency, we foresee a lot of amazing work. “

Asked why, she mumbles, “Eh mahilig mag-OT yan eh.”

Do they see a lot of ass-kicking in the future?

“Oh, of course. After all, he’s got the feet .”

The prez about to get kicking. Lalala.

The president getting ready to do some kickin’.

CEO Bulletin #2: Introducing Prodigy’s New President

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We don’t know about you guys, but we have a new President. And we didn’t have to go rioting in the streets to get one, either. That never works. We all know that. We have a thing for due process, democracy, proper channels, documentation and well, we really don’t like being in the sun too long.

Oh, before I forget: it’s Sam. You remember him. Good-looking guy, kinda cranky? Yup, him.

Why is he president? It’s a secret, but I’ll tell you it involves massive dealings with the Chinese. (We wish.) Just kidding.

It’s simple. The times call for him to take the lead.

Next year, Chubby will be President, because next year, a successful, well-established yet still fast-growing agency has different needs, and he will be just perfect.

But this year, it’s Sam. 

At this point, he’s the one who has everything it takes, in the levels necessary to get us where we want to go now.  He has the youth, the energy, the creativity, the drive, the integrity and the discipline a young startup like us needs, especially in the growing years.

Anyone working for and with Sam can expect to be driven to great work, not because of guilt, or pressure, or threats, or fear, or even just to feed an overblown ego, but because he makes it seem that it’s the only way to do it. When you’re a slackery creative like me, that’s important. You do your best, not because you have to, but because, he makes it seem like hey, you owe it to yourself, man. Not  to him. To yourself. And you know it. 

And then there’s that one little thing he has that I’ve been looking for in a creative shop’s leader.

Fire.

All of us at Prodigy have it, to a certain degree. Me. Chubby. Sam.

This year, though, the ball of fire seems to have landed squarely on his shoulders, ready for him to just shoot out for everyone to catch. And that’s a good thing.

Fire.

That’s what he has. Some call it passion, but that word’s been so overused it’s lost its meaning. But fire. Theres a word. It’s elemental, it’s powerful, it’s something that people drive for miles around just to see. It burns away what’s unnecessary, and forms what is, and for crying out loud, you can change the world with that one thing.

Fire.

And the most important thing, especially to me by the way, is that you can catch it. I hope I can, in the two years before I’m president again.

Until then, it’s going to be fun watching the flames separate the gold from the dross.

This week’s question: Morphology

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Why is it called an asteroid when it’s up above the hemisphere,
and a hemmorhoid when it’s up your ass?

Sam Alapan

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He’s the quiet guy with the low voice. It’s the volume and the intensity of his work that’s high.

A graphic designer, art director and writer in one, Sam’s diverse body of work includes accounts in almost every category: from telecommunications, cars, food, fashion, retail, pharmaceuticals, theme parks, newspapers, home care, milks and women’s causes.

He began his career at Ace Saatchi and Saatchi straight out of art school, then moved on to Campaigns and Gray after six months.

One of the first creatives in Santiago and Puno Advertising, his talent and hard work made him the most valuable player in that agency’s Creative Department, one of the key players in its phenomenal growth. He has worked on all its accounts through strategy, conceptualization,
execution, and at times, even final art: SC Johnson, Northwest Airlines, Nabisco, Security Bank, Daewoo, Unilab’s Ceelin and Allerin, PT&T, Cemex, Novartis, PAGE Inc., DaoHeng Bank, New Zealand Milk (Anlene) and The Shangri-La Hotels.

He moved back to Ace Saatchi and Saatchi in 2000, where he handled Toyota Motor Philippines, Smart International Services, Smart Zed, PLDT Broadband, Petron, Enchanted Kingdom, Max’s, Mister Donut, Philippine Star, Xenical, Bisolvon, Mead Johnson, Gabriela and Ballet Philippines.

Sam only looks young: The truth is, he has spent 14 years in advertising, 25 if you count the overtime.

Judith Albano

She doesn’t like big agencies. They just always end up that way.

Judith started as a copywriter at Adformatix in 1989, where she was assigned M.Y. San Skyflakes and Fita; Wella Hair Products; Combantrin, and Visine for Pfizer, and then moved on to the Wyeth accounts: Clusivol, Promil and Polymagma. While working on them, she was also in the new business team that pitched for, won, and worked on AsianBank, The Philippine Retirement Authority, The Silahis Hotel/Grand Boulevard Hotel, Mama Sita, Ocean’s Best Tuna and Mister Donut.

In 1992, she moved to Ace Saatchi and Saatchi, where she handled Swift, Ayala Land Inc./Ayala Malls, Procter and Gamble’s Vidal Sassoon, Ivory Shampoo and Head and Shoulders.

She joined the startup Santiago and Puno in 1996, where she headed the Creative Department that built the agency’s business by growing SC Johnson, Northwest Airlines, Nabisco, and winning new ones such as Security Bank, Daewoo, Unilab’s Ceelin and Allerin, PT&T, Cemex, Novartis, PAGE Inc., Dao Heng Bank, New Zealand Milk (Anlene) and The Shangri-La Hotels.

Her last stop was Publicis where she handled Allied Domecq, L’Oreal, Nestle Corporate, Nestle Waters, Nestle Ice Creams, Nido, Nescafe, Nestle Lemonade and Cerelac, Hewlett-Packard (HP), Qantas and Mitsubishi. As Creative Director for the new business group, she also won and worked on Potencee and Betadine for Pascual Laboratories, Meralco, PSBank, and Cebuana Lhuillier.

Chubby Isungga

Our finance man. And he came from theater. Maybe that’s why we count on him for dramatic gains.

He has been instrumental in building the two previous agencies he has worked at, from small startup shops, to the big corporations they are now.

Chubby was employee number one at Image Dimensions, the second largest all-Filipino agency in the country. Among his clients there were the Bank of the Philippine Islands (BPI) and BPI Family Bank; La Tondena, SM Corporate, Caltex Philippines, Light Industry and Science Park. Starting from zero, it was billing at 300 Million Pesos when he left in 1996.

From there, he moved to another startup agency, Santiago and Puno Advertising where he spent ten years growing their business into a 1.3 Billion Peso company. You perhaps know it now as TBWA, three-time Agency of the Year.

And everyone knows agencies don’t get big unless their clients grow even bigger. BPI, for instance, was a small player when they began handling it at Image Dimensions in 1990. It reached number one before he left. The Light Industry and Science Park in Laguna, one of the first technoparks, set the pace for the rest that followed. Novartis/Syngenta’s pesticide brands, historically low-budget accounts, became top three in their category while he was managing the account.

An accountant who does a better job in client service than most account managers. Now that’s value for your money.