Ad spending expected to post robust growth

MANILA, Philippines - Global media and digital marketing communications company Dentsu Aegis Network is bullish on the Phillipines and the rest of  the Asean,   saying advertising spending in the region is likely to get  a boost from the 2015 economic integration.

“The Philippines  and the rest of the Asean are getting more attention from the global business and advertising community. The focus today is Southeast Asia, and the Asean economic integration in 2015 will offer even more opportunities,” Dick van Motman, chairman and chief executive officer for Southeast Asia of Dentsu, said in a briefing.

 â€œWe would like to expand our footprint in Asia,”   he added. 

Dentsu is one of the largest advertising agency groups in Asia, including the Philippines, counting Toyota and Coca-Cola among its biggest clients in the region.

Van Motman said they are the largest in Asia Pacific region in terms of media billings. “ We are the fastest growing agency group in North America, and one of the truly scaled operators in European markets.”  

With its positive outlook  on the region, Dentsu expects its unit in the Philippines — Dentsu Philippines Inc — to offer more services to a wider range of clients.

“The Philippines shows very good sign of continued growth. It makes sense for us to offer our services to a wider range of clients in the country,” Van Motman said.

At present, Dentsu provides advertising and communication services to the Department of Tourism. Its latest project for the DOT was the ‘’Thank You’’ campaign that showed the Philippines expressing gratitude to foreign donors that provided financial support and relief assistance to those affected by Super Typhoon Yolanda.

As  a new age communications group, Dentsu believes  that the role of ideas in selling a product is getting more important.  “Technology makes for short lived advantage, where people buy an idea, buy a brand, which is manifested into a product,” Van Motman said.

For example, Dentsu Aegis pioneered a drama series for the Japanese and Vietnamese TV to market its products. The advertising giant was likewise involved in the Southeast Asian Games in Myanmar, and they formed a popular all-girl band called JKT48 to help sell ideas and products.

Van Motman said  they  have introduced to Japan the successful model of developing/producing a pop idol group as an effective communications platform for marketers who are seeking breakthrough solutions in communicating, especially with the younger generation in Asia.