2. The Best Work, Works Best

3. It Works For Us:
4As Philippine Agency of The Year
(two years in a row)
Campaign Brief Asia Philippines Agency of The Year
(four years in a row)
Reigning UPMG Print Agency of The Year
The most highly awarded Digital Agency in the Country
(two years in a row)
Shortlisted as Regional Office of the Year by MEDIA Magazine
(two years in a row)
Regional Creative Agency of The Year 2008

4. It Works For Our Clients…
More awards for effectiveness than any other Agency in the
country over the past two years:
Asian Marketing Effectiveness Awards – FedEx
Asian Marketing Effectiveness Awards – Visa
Advertising & Marketing Effectiveness Awards Gold – Childhope
Advertising & Marketing Effectiveness Awards Bronze – Pizza Hut
Advertising & Marketing Effectiveness Awards Finalist –
Bayan Corporate
Advertising & Marketing Effectiveness Awards Finalist –
Bayan Wireless Landline

5. 19
9
6
1
Number of awards (excluding craft) across 16 clients
BEST OF MEDIUM GOLD SILVER BRONZE
www.bbdoguerrero.com

6. Partnerships Based On
Shared Principles
A passion for creating big ideas, based on clear insights
that achieve tangible business results
Our Clients push us for our best thinking,
and expect us to do the same to them
A mutually held belief that creativity is the magic
that can move markets
We look to maximize return, not minimize risk

8. Services

10. It’s The Message, Not The
Medium

11. The Idea Is The Framework,
The Medium The Method of

12. You Cannot March Your Message
Across A Bridge of Money
& Hope It Will Connect

13. Compelling Commercial Content
Communication so compelling people actively choose
to seek it out and get involved

14. Creating Compelling Content
Data Brand Ideas
Behavior Engagement Content
Research Channel

15. Behaviour Changing Insights
Understanding people is the key to successful work
BBDO / Proximity invests in having deeper insights than anyone
else
As such we conduct regular global and local research studies

18. MOMMY
MATTER
S

19. TotalWork: Delivering Integrated
Communications That…
Galvanize external consumers to bond more tightly to the brand
Motivate internal audiences, telling them why they
come to work each day
Punch above their weight (deliver more for less)

20. Our Process For
Developing TotalWork Ideas

27. The Work

29. The Creative Brief
Get: New internet subscribers
Who: Are frustrated that their current internet services do not
deliver on what they promise
To: See Bayan as a broadband service they can depend on to
meet their basic expectations
By Communicating: We simplify things for you

30. The Work
Executional Insight:
When it comes to technology, seniors are usually the ones
who are most left behind
Product Truth:
Bayan Broadband simplifies your internet experience
TotalWork Idea:
Bayan makes going online so easy, even a grandmother could do
it

31. TVC OUTDOOR PRINT
FLYERS
VIRALS
SOCIAL NETWORKING SITES
WEBSITE
RADIO

32. TVC OUTDOOR PRINT
FLYERS
VIRALS
SOCIAL NETWORKING SITES
WEBSITE
RADIO

34. The Results
• Customer inquiries up by 700%
• Subscriber based up 45%
• PHP144,000 in free media impressions
(six times the value of paid media)
• Less than 10% of the competitor’s media budget

35. Creative Results
Gold at Asia Pacific Digital Media Awards
The only Best of Medium Award at Philippine Ad
Congress

37. The Creative Brief
Get: Young adults, 20-34 years old from ABC economic classes
Who: Rely on food delivery service whenever they’re pressed
for time
To: Make Pizza Hut Delivery their top-of-mind delivery option
By: Pizza Hut lets you enjoy your pizza at the time
you expect it to be there

38. The Work
Executional Insight:
In The Philippines, we’re very lax in our approach to time-
keeping...
except when it comes to food
Product Truth:
Pizza Hut delivers on time, or its free
TotalWork Idea:
When everything else is late, you can count on Pizza Hut to be on
time

40. The Results

41. Business Results
Goal 1: Maintain the double-digit sales growth that Pizza Hut
Delivery has been enjoying in the past
Despite the much tougher scenario it was facing, Pizza Hut
Delivery successfully matched the 16% growth rate it enjoyed in
2006. From 4% to 9%, transaction counts grew more than
double as the campaign ran

42. Business Results
Goal 2: Keep a significant gap in its imagery scores related to
food delivery versus Greenwich and Shakey’s
Not only did the campaign bring home the idea’s main
message, it also impacted on the three other attributes
deemed important to food delivery: hot food, ease of ordering
and crew that shows concern

43. Anecdotal Results
The expression “Hate Late?” has
started to become part of the
general vernacular too,
especially in places where
punctuality redounds to
productivity. This was taken
from a construction site

44. Creative Results
The campaign has won the following creative &
effectiveness awards:
Bronze, Outdoor Category, 2007 Cannes Lions
Bronze, Retail & Food Category, 2008 Advertising and
Marketing Effectiveness NY
Integrated Silver Spike, Asian Spikes Festival 2009

45. The Team

46. David Guerrero
Chairman & Chief Creative Officer
One of the region’s most highly awarded Creative Directors, first South East Asian Cannes Jury
Chairman, Head of BBDO Asia Pacific Creative Council, member of the BBDO Worldwide Creative
Council and short-listed as one of the four top Creatives in Asia by MEDIA Magazine in 2008.
Paul Roebuck
President & Chief Executive Officer
Raised and educated in the UK, made his way to The Philippines via Saatchi & Saatchi London, Cape
Town, Kuala Lumpur and Jakarta (where he was Chief Operating Officer of Saatchi & Saatchi Jakarta).
Extensive experience as both Client Service & Strategic Planner on brands such as Hewlett-Packard,
GUINNESS, Danone, Lexus, Sony, Toyota & Mead Johnson
Isabel Santillan
General Manager - BBDO
Over 16 years industry experience at Lowe, Bates, TBWA & BBDO. Previous Client experience
includes, Unilever, SMART Telecommunications, Coca-Cola, British American Tobacco, Globe
Telecoms, and SCA Hygiene. Prior to joining BBDO, Belay was a Business Director at TBWA and
General Manager of Bates Cambodia
Francine Gonzalez
Client Service Director
Fran has over 11 years of experience at BBDO & JWT. At JWT she handled Unilever (Knorr), Nestle
and Ford before moving to BBDO. Fran is responsible for overall Client Service Department and
business relations with Pepsico, Fonterra, Bayan, to name a few

47. Leah Besa-Jimenez
General Manager - Proximity
Leah has over 13 years experience in direct, digital and relationship marketing, starting her career at
Ogilvy One and prior to joining Proximity Philippines as General Manager, was Head of Business CRM
Analytics for Globe Telecom where she led a consulting group that developed strategies for controlling
churn, increasing usage and building loyalty. During her career, her work has received many
accolades including DMAsia and Caples.
Arlene Aquino
Brand Planning Director
Arlene has over 14 years Brand and Strategic Planning experience, beginning her career at McCann
Erickson in Advertising Research and Consumer Insighting in 1994, since when her expertise has
evolved with the changing communications landscape to include brand and channel planning. She
has enjoyed working for brands such as Jollibee, Nestle, Globe, BPI Credit Cards, Neozep and Biogesic
Cristina Buenaventura
Strategic Planner
Cristina spent more than a year as a qualitative researcher for Nielsen Philippines, where she she
conducted market studies based on focus groups and in-depth interviews. Currently, as part of the
Strategic Planning Department, her responsibilities include conducting consumer research initiatives,
drafting creative briefs and preparing strategic analyses for different brands depending on their
current business issues. To date, her experience spans a diverse range of industries including FMCG,
QSR, personal care, telecommunications, pharmaceuticals and food & beverage

48. Joel Limchoc
Executive Creative Director
Joel has been listed as one of the Asia’s top creatives by both Campaign Brief Asia and MEDIA
Magazine and has been recognized by Cannes, Clio, Asia Pacific AdFest, One Show and D&AD. Joel’s
Client experience includes Unilever, P&G, Ford, San Miguel, Fedex, and Pepsico to name a few
Simon Welsh
Executive Creative Director
Before moving to The Philippines, Simon gathered over ten years of experience at agencies in London
including HHCL (Campaign Magazine’s ‘Agency of the Decade’), McCann-Erickson London and Rapier.
His work for Channel 4, Tango, WWF and Childhope has been recognized by D&AD, Cannes and One
Show and he is currently ranked by Campaign Brief Asia as one of the top creatives in the region
Brandie Tan
Head of Art
Brandie has over ten years experience in the industry, with many effectiveness and creative awards to
his name. Along with partner Tin Sanchez, was the recipient of The Philippines first and only Gold Lion
at Cannes. Prior to becoming Head of Art of BBDO Guerrero, Brandie was joint Executive Creative
Director of Lowe Vietnam and before that Creative Director of JWT Manila. Brandie has worked with
Kraft, Creamsilk, Nescafe and now handles Pizza Hut, Pepsi Max, Mountain Dew among others
Tin Sanchez
Head of Copy
Tin has been in the industry for over 10 years. She has developed campaigns for numerous Unilever
brands in the Philippines and Vietnam and has won awards in the Philippines, Thailand, Singapore,
France and the US. With Brandie, she was the recipient of The Philippines first and only Gold Lion at
Cannes. With partner, Brandie, Tin was joint Executive Creative Director of Lowe Vietnam before joining
BBDO

49. The Best Work, Works Best