Confessions of a Branding Practitioner

PGMA & THE LOZADA CHAOS

2008-03-13T00:25:00.003-07:00

Disclaimer: This blog expresses the views and opinion of the author and have both statements for- and-against the government & Lozada et al.

Aren’t you tired of all the news going around for the past month of the alleged corruption in relation to the NBN-ZTE Deal that turned sour?

Aren’t you tired of how the picture is being painted by the government, media, key personalities in the opposition and the church?

There’s a lot to be said about all these and I’ve been an active listener and sifter of news from all mediums. Never insinuating that I’d like to join-in the noise, I’d like to share my two cents worth in all these.

THE START OF CHAOS

It all started with whistleblower, Joey De Venecia, who claimed anomalies in the $329M NBN-ZTE deal that was scrapped. This whistleblower is the son of the former speaker of the lower house of congress, whose participation in a government bidding to begin with, was questionable. This was something we overlooked and instead called him another hero.

Like all allegations, the effective PR team of the President was able to die-down the issue; until it was revived on the alleged abduction of former CEO and Chairman of the government-run Philippine Forest Corporation, Rodolfo “Jun” Lozada.

The alleged abduction, claimed by Lozada’s camp, was purportedly about his yet to be made statements (then) regarding the roles of First Gentleman Mike Arroyo and former chief of COMELEC, Benjamin Abalos Sr, again, on the failed NBN-ZTE deal.

To the lay man, this may insinuate a cover-up of some-sort by the government from a statement which was yet to be proven by Lozada’s camp. The alleged ‘abduction’ led to a media frenzy after relatives of Lozada filed the writ of habeas corpus and writ of amparo before the Supreme Court for the PNP to find then missing Lozada.

PANDY’S BOX, OPENED

The Senate, together with its aspiring 2010 Presidential candidates, are on its course again with their theatrics and unending useless investigation. I say useless because questions are slanted towards personal opinions, party affiliations, and not fundamentally an investigation for legislation’s sake (after all, senate investigations are for that purpose). We see the usual grandstanding of senators who want a media sound byte in the day’s primetime news. This is another proof of how immature our democracy is and how frustratingly passé our legislator’s minds are.

We also see the proclaimed “HERO” of the nation, Jun Lozada with his statements. I currently don’t know whether his statements are true or not because their neither proven through mediums admissible in court, nor are they corroborated with other witnesses.

Who is handling his PR? I see him now off to schools and rallies with a lot of motherhood and piercing statements which doesn’t help the nation at all. For me, his alleged ‘truth’ has now been smeared by propaganda from other personalities and his willingness to dance the tune with these opportunistic people has likewise smeared his credibility. He wants to be someone who inspires and ultimately catalyze the people into movement against the government. We see a lot of rallies, but I foresee a diminishing interest because ultimately, what we hold with Lozada are statements which has yet to be proven.

This is not tantamount to say that GMA is a Saint. What I do want is proof and cases filed in the institutions we’ve instated. Proof is what we need to convict criminals. Conviction/Sentence is what this country needs for reformation. Someone needs to be accountable, and it’s so frustrating as a tax payer to continue in limbo because statements need to be powerful enough to convict offenders of the people.

THE MEDIA

On top of this, the media isn’t any different (of course never intending to generalize).

We see slanted and baseless reporting with secret sources that doesn’t help the country. We see foreign media covering the chain of events, and is humiliating as a Filipino. The media has a certain level of responsibility to be objective and provide people the freedom to decide their paths. They have the responsibility to probe, but to do so in accordance to the ethics of journalism. Now rather, some modify the agreed code of ethics, just to fit/solve challenges in journalism; or to simply have a juicy story for tonight’s primetime viewers – another form of corruption.

Do you actually think it helps the country? What this country needs is justice and accountability from those who have robbed this country’s wealth from its people and not a hype of a scandal which echoes to the international community!

THE CHURCH

Now, even when you attend Eucharistic celebrations, you’ll hear pastoral letters from the Church which I think sends various messages. Pardon my ignorance, but I’ve observed that the CBCP is on a gray state at this point. They are calling for a communal change – a very vague call-to-action which, from a marketing point of view, is failing due to lack of action.

I agree that the Church, to a certain extent, has the moral ascendancy to guide the state. Currently, CBCP is not calling for the resignation of PGMA, but is asking for a communal change from within. I perceive this as a gray position which has disappointed a lot of people. Never insinuating that I’d like a pro or con position from the Church, I’d rather they give a firm ‘guidance’ for the people; otherwise, they’re just adding with all the noise which media picks-up.

MOVING FORWARD

I actually voted for PGMA. I still believe in some of her political and socio-economic positions, but I also have some disagreements with some of her policies and the way this government has transformed with her.

Transformed in the sense that corruption (however not explicitly proven) has become a form of day-to-day business. Transactions that are very open, yet simultaneously hidden, where society, most especially children, absorb every drop of the system and grow up the same way.

Sure, it didn’t start from her; but I hoped her stint would neither aggravate the situation. Was I too naïve to think that, or was it a valid expectation from my leader?

I believe we need to convict leaders that cross the line. We shouldn’t have forgiven ERAP regardless if it was for reconciliatory purposes. Accountability and Justice are two things that we shouldn’t bend because it’s the last prevailing arm people need to respect themselves.

ERAP’s ‘pardon’ sends out a message that we’re not serious in reforming and is tantamount to say that some personalities can be above the law. I’m not against Gloria, nor am I against Lozada. Should there be proofs of PGMA’s corruption, I’d prefer “heroes” to file their cases before the proper forum and stop all these ineffective noise.
File strong cases that, regardless of partisan politics, will win because it’s is obviously irrefutable.

Imagine a country where multinational companies open their regional offices, and provide high-paying jobs to our people. Imagine a country where its people and government are hardworking to the point that we can competitively bid to host international events like the Olympics and the Grand Prix which boosts our Tourism (as one example). We’d have more money than what we have today; the government would have more budget to spend – it’s a win-win situation. We’d have more infrastructure to leverage against companies to open their ASIAN hub in our great city.

I agree with moderating our greed to the point that the fundamental goal is the country’s development because everything else follows.

At this point, I’m striving hard to do well in my own industry because that’s my only option. I cannot depend on my government to provide me the life that I want or even dream; and I choose to solely depend on myself and my loved ones for this.

We should just stop all this bullshit and move forward - move forward with Justice & Accountability that is. If not as a nation, move forward as individuals and we’ll slowly have a universal goal – self ethical development – that I hope would lead to a collective development.

But to reiterate, someone has to pay the price and pay it good.

I have been, and will continue to be a person who will try his best to not migrate to another country to survive. Then again, people can only take so much.
This is the first and the last blog about this issue, because after this, it isn’t worth my time.

PGMA & THE LOZADA CHAOS

2008-03-13T00:25:00.001-07:00

PGMA & THE LOZADA CHAOS

2008-03-13T00:25:00.000-07:00

The pain of a breakup

2008-03-13T00:22:00.000-07:00

If there’s something which I will never wish on someone else, it would be the pain and torment of a breakup.

Three (3) of my friends are undergoing this kind of pain at this moment. I will leave their names anonymous since I know breakups are private; nor will I enumerate any details.

Never will I pretend to be an expert in relationships, but I just thought of listing down things we all feel when we break up with someone special. This is to illustrate how universal breakups are, and how, one day, we will all be okay.

We survive.

DENIAL: After the pivot’s turn, you are amazed on how fast things happened. One minute both of you were saying “I love you,” and the next, it was over… and you’re denying the turn of events; because in your mind, this isn’t happening.

EMOTIONAL NEGOTIATION: Since you’re still in denial, you hardly think of your actions. Perhaps the proper route is to let things subside, yet, you continuously call/text/meet-up to negotiate with the other party. You feel like you need to say things just to vindicate yourself and/or just further say things you’ll regret.

CRY: You cry in the minutest memory. You remember a song, an activity, a simple gesture, or just because…

YOU SEE HIM/HER: You see him/her smiling at a distance to something/someone. You hate the fact that s/he’s unaffected. You think s/he isn’t mourning the loss of the relationship. You feel like s/he should be as sad as you are.

FINAL TALK: AT TIMES, you think you broke up peacefully. You try to talk for closure’s sake – making yourself believe that it is for closure, but in fact, it’s your last attempt to negotiate. It may end-up messy. A Bad break-up is one of the truest breakups (never intending to generalize).

ACCEPTANCE: AFTER A WHILE, you wake up, and realize, it’s really over. You realize that you need another routine. Who will you do the same little things with? You also realize that you’re about to start all over again, and at some point that’s exciting.. on another, tiring. You realize that at night, you have nobody to text goodnight to; nor good morning the following day. You realize that your phone bill would probably go down; so as your expenses on weekends. You realize that life will be different henceforth.

GLITCH: AFTER A WHILE, you ARE okay. You feel like things are getting better. At other days, you feel like shit, and you remember everything. You cry, but not as much. You feel sad, but not hurt. You snap out of it, and proceed back to reality. You’re okay again.

You learn that silence can do wonders. You learn that losing someone is okay, because you find someone more special in the process – yourself. You also learn that time heals all wounds. Most importantly, you pick-up the pieces with a stronger heart; precisely because you know yourself more. You accept your misgivings, and you forgive for his/hers.

You become more mature. More importantly, YOU LIVE AGAIN.

To my friends who are undergoing their own heartache, we’re all just here for you.

You’re strong.

… and it isn’t your fault.

I JUST TURNED 23

2007-05-17T02:28:00.000-07:00

I’m quite lucky.

Despite all the shit life’s throwing at me at work, I have a wonderful family that supports me, an encouraging partner whose ears are always for my ranting, a cute dog that makes me smile; and friends who are always there for my aid.

I recently celebrated my 23rd Birthday, and I did it at one of my bestfriend’s house, as a treat from her family(** thanks a lot Tita! You’re really sweet J ). My friends are the siblings I never had; precisely because my brothers and I aren’t really close (but we’re okay). There to celebrate with me was JM, our dog Miguelito, my straight-bestfriend Gary, my two straight-bestfriends (female) Candy & Arianne, and my rainbow-bestfriend, Ramon. Also there were our favorite Tita Lanie, single, successful, and gorgeous; as well as Tito Cesar & Tita Carol Drilon – Candy’s parents.

To be honest, I really didn’t feel like celebrating my 23rd Birthday…

Since March, I have been contemplating on whether I’m in the right career path; primarily because right now, I’m 90% unhappy with my job (if you’ve been reading my previous blog, you’d understand). Because of all the stress at work – (1) work itself, (2) my qualms at work on whether I should leave or not (3) and my broken perceptions of people in the office, I felt like celebrating my birthday would be futile.

My friend Candy called it a Birthday Dinner, so I suppose that’s fine J hehe.

People say that on your birthday, you are entitled to one special wish; and knowing me, I took that prerogative to the grain. Unfortunately, until know, it hasn’t exactly materialized, yet. What I wished for my birthday was “enlightenment.” At this point where my mind is all mixed with emotions, objectivity, work, and everything else in-between, I asked God for enlightenment and for me to see the painting clearly. To be more specific, I seek wisdom to know how to go about my professional career… to provide me signs if I should take a leap to the other industry which I like best, or stay and “learn” in my current one.

At the end of the day, I know that it is I who will walk through the door; and He can only show me the way. – Noted.

I believe I’m seeing it, bit by bit, and I’m getting there.

At the end of the day, I feel lucky with everything, every person, every relationship that I have for the past 23 years.

As for my problems, I just turned 23, and I suppose, it is part of growing up.

PS: thanks for all those who greeted me on my special day. May you be blessed, and find peace. J

24 Hours of Flickr

2007-05-05T03:55:00.000-07:00

Flickr has had it again! I must say i'm impressed with the new initiative which makes communities closer in a global world. check it out:

What happens around the world in one day? In a word – life. Here on Flickr, photographers are sharing what they see: snapping daily moments, recording history, telling stories, capturing beauty.
To celebrate this global community, we invite you to join us in "24 Hours of Flickr" – a day-long global photo project. On May 5, 2007, grab your camera and whatever else you need, and chronicle your day in pictures. The group's photos will be featured at Flickr events around the world this summer and in a companion book, which will contain a selection of photographs chosen from the group (more about this soon!).
Join the "24 Hours of Flickr" group to get ready for the big day!

Advocacy Building, My Tondo Experience, and my Two Cents on WHY WE ARE A POOR COUNTRY

2007-04-25T23:32:00.000-07:00

Tondo – located at one of the districts of metro manila, it is one of the most densely populated areas in the Philippines, and in the world. A place notorious for being the poorest yet most undeveloped district of the country, where many of the city’s slums are found.

My first time to go in Tondo was around last year, when I helped out in the traffic and road safety event for a client. Never insinuating that I am sheltered, (because I’m not), I got a taste of how it is in Tondo. I never thought I’d be coming back to this area; but then again, never say never.

I’m currently doing an advocacy project for a client where vegetable consumption among Filipino kids is encouraged. With this as the ultimate foundation, we found a story of a kid in Tondo who attributes his poor school performance to his low vegetable consumption (primarily because he lacks nutrients that make him lethargic and perform poorly in school).

We booked Magandang Umaga Pilipinas – a top-rating morning show in ABS CBN – to tape a segment that revolves around this story. As a standard operating procedure, I had to make sure the characters were prepared for this taping; hence, a proper media briefing was in order. So a day before taping, I went back to the slums of Tondo, and had my media briefing with the kid, and his grandmother. It was a Tuesday, April 24, 2007, and my car was color coded; hence, I took a cab going to the area.

While waiting for the TV crew, I was walking around the compound of Don Bosco Youth Training Center, in Tondo. There, written on cartolinas, were rates of the coming year’s tuition fees for kinder garden – Php. 1800 for the whole year. It got me thinking, I pay Php. 2330 for my Fitness First membership every month, while these people make ends meet to educate their child for Php 1800 A YEAR.

Shocking, and Sad.

A part of me was guilty of indulging because I can; while a part of me was mad at our history, which caused a domino-effect and has partly catalyzed poverty.

I’m not an expert in Philippine History, but here’s my two cents:

Pre-Colonial (Hispanic), time:
The population was low, and resources were high. People had fewer demands/expectations/temptations, while the basic needs remain the same.

Fine, let go on.

Spanish Era:
Spaniards came and conquered our land. To gain trust and confidence with local tribes, SOME Datus were bribed with gold, and promise of land; while others were forced through “guns.”

Intermarriage between natives and Spaniards happened; giving birth to an elevation, in status, of these “local” families. These families had more land and money. They produced off-springs, who inherited these fortunes. These families had the same surnames prominent today – Cojuanco, Ayala, Zobel, Lopez, to name a few. (I may be wrong with some families, but I’m sure at least one family in that roster is correct).

They had haciendas that had native workers, harvesting what is to become fortune for them. Land was the currency, and they had it.

American Era:
The Americans came and “freed” our nation (that’s another story). In the politics of conquering, you need to have the right people on your side. Who do they tap: These rich families because practically, they control the country. So yada, yada, yada, we became independent from the Americans while the rich became richer and richer.

Marcos Era:
Still, the rich families were unharmed until Martial Law. The Economy worsened.

Post Marcos Presidents:

Cojuanco-Aquino: the name alone, strikes a tone of “why am I not surprised.” Of course, prominent families had the “right” to be in power, because since time-immemorial, they are the ones “in the circle.”

Ramos: the Philippines became a Tiger Economy. Kudos. Of course, there were anomalies, like any administration, but my personal view says that he has done his share in improving the country.

Estrada: Impeached.

Arroyo: a lesser Evil.

One would argue: other countries in Europe, had feudal systems that similarly gave more power to certain families over “normal families,” and yet, they are developed, or not as bad as the Philippines.

There’s some truth in this argument. This is precisely because the future of a nation – whether to be developed or not – is a choice of its people.

At a certain point, Filipinos have been bruised too much with abuse. Perhaps some are blinded, and have no hope. While others who do have hope and ability to speak out, are trapped with bureaucracy and red tape.

My experience in Tondo was both bitter sweet. You see a depressed area, and yet, an area that has concern in improving itself; if only given the proper opportunity.

The country will elect new leaders this coming May 14, 2007. I wonder if their “promises” include plans in helping out Tondo. I’m sure the local officials running for the said area does; but will it materialize?

When will we learn?

Note: my opinions here may have a lot of false generalization, but I don’t have the time to discuss everything in detail. Let’s have tea and discuss then, if you don’t agree. J

http://communicateme.blogspot.com with Technorati

2007-04-18T18:40:00.001-07:00

Technorati Profile

too BIG or not too BIG?

2007-04-18T18:21:00.000-07:00

People keep telling me to drink Iced Green Teas/ or those Lipton Tea Bags (hot tea), to lose weight.

Effective ba?

I've lost weight before na with Hydroxicut and boxing/running everyday. But this time, i want to do it the healthy way.

share some thoughts.

Thanks.

the ITCH

2007-04-17T20:18:00.000-07:00

Background music: I’m changing by Jennifer Hudson (OST: Dreamgirls)

We all have it, and sometimes, we can’t help but scratch.

In a life where everything seems so frivol, fleeting, and fast, we are left confused and in a position where we suffer from – the itch.

My college Yahoo! Groups’ quite active in sentiments relating to our respective careers, being that we’ve all just recently graduated in 2006. Indeed, there are those who are unsatisfied with their work, company environment, and what have you; while others, are flourishing in their respective fields.

I, on the other hand, am not spared from the ITCH sentiment either. I’ve been in one of the biggest PR agency in the country for almost a year now, and have been trusted with multinational accounts, primarily doing client servicing that includes branding communications and media relations.

My 1-year-old career, in my opinion, is doing well. I’ve met some of the most important people in multinationals – both regionally and locally – and for a fresh graduate at that time, it was something to be proud of. More importantly, i’ve helped in the executions of campaigns unprecedented in the company – both in terms of creatives and concept.

But I am experiencing the itch.

Recently, I’ve been contemplating on whether I am for “public relations.” In college, I’ve always said that I wanted to enter three industries before I put up my own business – Advertising, Public Relations, and Direct Marketing.

I’d like to think I’m a creative person. More than anything else, I love conceptualizing creative campaigns, rather than preparing communication materials for corporations, press releases, and setting up interviews with the media. In the field of PR, I love doing online campaigns and launching products with the press.

When I talked to my former professor about this, he said that I might be better in copywriting, or being the client – I tend to agree.

As of the moment, I am looking for other options. I want to be challenged to use my creativity… my visual creativity, and creativity in campaign strategy. I believe that PR in the Philippines is quite limiting. Indeed, new waves of communication has taught us to do 360 branding, but the industry isn’t fully ready for it.

Presently, the notion of 360 branding is there in the country, but a particular brand will have numerous agencies/suppliers/consultants to execute the whole campaign. If you’re at the agency side, you’re limited to do one arm of the job, and you get rusty, bored, unsatisfied. The reality is, no matter how much you’d want to offer services that can compensate for 360 branding, client requires the said service offered to be the company’s core competency.

As of the moment, I want to pursue a career as the client, OR still in an agency, but now, in the line of advertising, particularly in copywriting.

I’ve been recently interviewed by a multinational advertising agency. I’d like to think that the interview went great, as they informally told me the account I’ll be handling – if I get lucky. I was excited, and I’m hoping it follows through. And if it doesn’t, I suppose I’m not for that job, and the search continues.

I’m not sure if I’m rushing my career, but I know I’m itching, and I’m doing something about it. I want to be challenged creatively, and do what I’m good at. I’d like to think I’m presently doing well; but I want to be excellent.

So if you know any offers : jcvalenzu3la@gmail.com

I’ve got to scratch the itch.

Launch of Yahoo! Answers in Kuala Lumpur for MY & PH markets

2007-04-12T20:37:00.000-07:00

It was my first time in Kuala Lumpur, Malaysia, and i'm glad Yahoo! was able to provide me the opportunity to see this wonderful country as we launch Yahoo! Answers in KL for both Malaysia and The Philippine markets.

It was an afternoon media briefing session in Kuala Lumpur, Malaysia last March 6 where Web 2.0 guro and social media expert Bradely Horowitz shared insights into the emerging global wave of social media and the impact that Web 2.0 will make on an expanding base of Internet users around the world. He also introduced the media to the company’s Social Search product known as Yahoo! Answers in the Philippines.

I, together with 5 Philippine media representatives were present for the launch as Y! treated us at the lovely Mandarin Oriental Hotel, right beside Petronas Towers, for the night.

KL was a pleasant change. The streets were clean, public transportation was a breeze, and the country seem to have their tourism going on the right direction.

But, i'd have to admit, Manila's night life is still the best in Asia.

After the briefing, I went to KLCC together with one of the journalist, turned friend. As i judge it, KLCC is like Manila's rockwell multiplied by 5 with the presence of international brands, not found in Manila.

Night time came, and we went back to the hotel to change clothes for 7tenine resto-bar. The food was wonderfully plated while its flavors wonder around my mouth. yummy. We were toured by a Malaysian journalist (turned tour-guide-friend), to experience KL's night life --- as i've said, Manila rocks.

Well, that was our little adventure to KL, with the launch of Yahoo! Answers. Check it out, and ask your Question. :)

Malaysia: http://my.answers.yahoo.com
PhilippineS: http://ph.answers.yahoo.com

Launch of “Confessions of a Branding Practitioner” Blog

2007-04-12T19:56:00.000-07:00

This means you have nothing better to do, than to read my blog. hehe.

It’s April the 13th, and I just feel like starting a chronicle of my practice in the communications industry, with a few bits about my personal life.

Well, let me introduce myself, I’m jCv, an integrated marketing communications (IMC) graduate from the University of Asia and the Pacific (UA&P), and I’ve been working in the realm of Public Relations for almost a year since I graduated in 2006.

I’ve been trusted with multinational brands where i perform as an account manager and communications consultant with a touch of media relations up my sleeve.

It’s been a tough ride, and yes, I’m still here.

That's me in Boracay in 2007's Holy Week

I’d like to share through this blogs practices in the industry, but I also want to purely express thoughts – whether professional or candid – and just let it all out.

So there. Feel free to teach me how to link people, coz I’m quite new to this J

Ciao for now!
jCv