'Pilipinas' and Campaigns & Grey

MANILA, Philippines - The advertising agency that designed the controversial “Pilipinas kay Ganda” logo for the Department of Tourism (DOT) said that the concept recently pulled out by the government was one of five submitted to the DOT and for which the agency did not earn a single centavo.

In a statement issued to media, Campaigns & Grey said it was hesitant to give advice on a new branding exercise to the DOT because of the “complex bidding process” and that the past administration still owed the agency for services rendered.

“From the beginning, it was clear that the actual campaign would be bidded out and that our work was merely to establish preliminary strategic directions. But suddenly, there was a pressing need for exploratory concepts to be shown in some travel industry events,” the statement said.

Campaigns & Grey said it warned its client of taking too many shortcuts. 

“But it was agreed that there will be proper market research where multiple concepts will be thoroughly tested among the target market, i.e. North America, Korea, Japan, China etc. Through this whole episode, we did not have a contract nor did we receive a single centavo,” it said.

“Based on available market data, ‘Pilipinas Kay Ganda!’ was developed as one of five concepts for testing among the target segments. The intention of this particular concept was to come up with a novel line that visitors would find memorable, similar to Hawaii’s ‘Aloha’ or even the Japanese ‘Irasshaimase!’ and help regain the Filipino pride in the long run.”

The ad agency said that from the many different logo studies that it recommended, Campaigns & Grey was directed to use the Polska logo “for inspiration.”

The logo went through several revisions until the client approved one similar to the fonts of Polska.

“With the addition of several other Philippine elements like the tarsier, smiling coconuts and the sun, there was enough distinction to send the logo into market research.

“If findings showed negative reactions towards the logo or if respondents felt it was reminiscent of the Polska logo, it would be easier to dissuade the client from using it.

“We repeatedly warned the client that it was premature to launch, or even preview the study, but apparently, preparations for the tour operator event were already underway. We ourselves were shocked at the grand scale of what was supposed to be a mere glimpse to draw out a constructive exchange among industry partners. It was not surprising that media and the public took it as a done deal.

“We shall take this experience as a cautionary tale against giving in to the client and allowing their over-enthusiasm to override our better judgment. It was a reminder that the road to perdition is paved with good intentions.”

Campaigns & Grey is an advertising company under the Grey Group, a global marketing and advertising agency with headquarters in New York. Campaigns & Grey started out as Campaigns Inc. in 1986 and became part of Grey Group in 1994.