These are, according to Campaigns and Grey CEO Yoly Villanueva-Ong, the following:
- Bias for action – Think of good strategies but have the motivation to execute these plans. Tools don’t substitute for thinking. Intellect should not overpower wisdom. Analysis should not impede action or induce paralysis. Diligence is not a substitute for talent.
- Be close to the client by knowing all his products and his objectives. Be conscious of the consumers — their needs and interests.
- Encourage autonomy and entrepreneurship – Be a “perpetually young company,” that is, have new ideas and enthusiasm for the best.
- Encourage productivity of your people – Search also for the best people in the industry.
- Hands-on value driver – This is a program for excellence, integrity, service and progress.
- Stick to the knitting – Don’t acquire business which you don’t know how to run. If your company is new, make sure that you have people with long years in the advertising field.
- Stick to a simple form and a lean, mean staff – Too many people will invariably lead to red tape. People in a small agency can still get the job done in less time.
Ong-Villanueva expounds on guideline No. 2 — the one that highlights the need to know consumers.
Just like their clients, ad agencies need to know who the customers are before they can draw up a concept and subsequently launch an ad campaign.
She notes that there is a modal personality of the Filipino evident n the following traits:
- family orientation
- joy and humor
- flexibility, adaptability and creativity
- hard work and industry
- faith and religiousity
- ability to survive.
Quite often, one or the other is a theme of a print, radio or TV ad.
Villanueva-Ong also notes a change in consumer behavior.
The typical Filipino consumer has become skeptical and cynical about advertising promises and product benefits; feeling empowered because there is so much choice, frustrated at his lack of purchasing power, and mildly interested in the companies behind the brand.”
To which, she adds: “Effective advertising is that which sells the product and builds market share. But it’s great advertising that can turn a product into a well-loved brand and convert consumers into brand evangelists.”
Adapted from: Dreamers, Doers, Risk-takers Part 4, published by the SERDEF and the UP ISSI