Merger sets Trackworks as top agency for out-of-home marketing

MANILA, Philippines - Out-of-home marketing company Trackworks has firmly established itself as the premier company in the outdoor and alternative advertising industry as it merged with LEAP Solutions, Out of Home Media Solutions and Narra Digital Media and Marketing.

The firm, whose flagship media property is the exclusive advertising rights over the Metro Rail Transit-3 (MRT-3) has reinvented itself as an alliance of partners — The Trackworks Group which is comprised of select companies which will rewrite the burgeoning business of out-of-home media and marketing in the Philippines.

“Our reinvention comes because the industry keeps asking us about other, better ways of reaching the Filipino consumer,” says Lito D. Joya, Trackworks Group president and CEO. The Trackworks response is a collaboration of companies that each offer varying consumer touch points.

Dr. Joya said, “the Trackworks Group is all about accepting two things: one, that the power to purchase lies with each individual consumer; and two, that each consumer has his own life, his own story, his own lifestye. The implication of this is that different media, different points of contact are needed to get a buy-in from people. Our focus should not be on the media property or platform, it should be on the people.”

The shift in perspective has led to partnerships with companies that are engaged in various out-of-home marketing iterations, including retail, activation, in-store radio, digital signage, proximity and mobile. The Trackworks Group now sees the future in offering campaigns instead of inventory, in pitching multiple points of consumer contact instead of just billboards.

Trackworks also announced the departure from its board of directors Gil Chua, president of ad agency DDB Philippines, as well as the end of its relationship with advertising sales agent AdTracks, led by Babee Barreiro.

Trackworks also bared that the Group has come into an agreement with a foreign partner to reinforce its position in the market.

“My father left me with an invaluable lesson: find a better way,” De Joya said, referring to the late Antonio R. De Joya, who was widely acknowledged as the father of Asian Advertising. “Today, the better way is to focus on the people, the consumers — and to collaborate with partners who share the same objectives and the same values.”