CAMP-Cebu wants to inculcate professionalism in the industry

CEBU, Philippines - Southern Philippines’ largest advertising agency Campaigns Cebu (CAMP-Cebu) is bent on professionalizing the advertising industry in Cebu and the entire Visayas and Mindanao areas.

Campaigns Cebu general manager and creative director Zen Pastoriza said that with the help of the “Creative Cebu” campaign in coordination with the Department of Trade and Industry (DTI), he hopes that Cebu’s advertising industry will finally grow to its full potential, and encourage professionalism among players.

At present, although there is a huge potential to tap the growing advertising business in Cebu, the industry’s growth is hampered by the existence of informal players that is also hurting the professional players in the advertising agency.

Although Cebu is the second largest metropolis in the Philippines, next to Metro Manila, the advertising industry here, has yet to create its strong organization that will serve as voice of the sector. Besides, there are only very few of them that have professional accreditation such as 4As, or member of the Association of Accredited Advertising Agencies.

According to Pastoriza there is a need for Cebu to professionalize the advertising industry, in order to fully tap the projected total advertising gross billing of P500 million a year, which is not yet tapped by the professional players.

CAMP-Cebu has only captured about 15 percent of this market with average gross billings of P90 million a year. He said the market for advertising industry in Cebu and Southern Philippines is huge, but it needs to develop professional players.

Pastoriza hopes that the “Creative Cebu” campaign and the DTI will be able to come up soon with strategies on how to start up in organization the players, and also urge informal advertising or free-lance practitioners to professionalize their operations.

A professional advertising agency should conform with the international standard of advertising, specifically adhering to the code of ethics of the 4As, and the Advertising Screening Committee under the KBP in Manila.

Professionalism also largely involves expertise in the field such as getting advertising courses in reputable schools in advertising, like in Ateneo de Manila, University of Asia and the Pacific, and University of the Philippines.

Since advertising involves a lot of money and investment for the client, Pastoriza said know-how in specialization, scientific knowledge and strategic planning is very important.

Companies, or clients, should be able to identify agencies or advertising outsourcers carefully, in order to get the good return of their investments.

Zen and wife Vicki have been operating the CAMP-Cebu for 15 years now. Zen said it is hard to lead in professionalizing the industry here as competition is also very tough and professional agencies are hurting because of the existence of informal players.

The bid to professionalize the advertising industry here, will not only benefit the serious and legitimate players, but it will also provide a safe and assured environment for companies or clients to expect good results of their investments.

CAMP recently gained award from the Catholic Mass Media Awards (CMMA) in Manila for Best Print Ad--for its work in conceptualizing advertising campaign “Branded” for Julies Bakeshop 2009 Calendar entitled “Everyday Heroes”, and Best TV Ad for a campaign entitled “Preparedness” created for the Cebu Chamber of Commerce and Industry (CCCI) and Department of Education.