JWT First Press: 10 Survival Tips for 2009

Last January 30, JWT Manila hosted a forum titled “JWT First Press: 10 Survival Tips for 2009” at the Filipinas Heritage Library. The list was compiled by JWT's Global Trendspotting Team.

JWT Manila's Pam Garcia

Executive Planning Director Pam Garcia told 80+ clients, new business prospects and the media that the 10 global trends are very relevant to Filipino consumers as she provided tips on how brands can optimize results given the economic turmoil, specifically as it impacts on the already hard put Filipino consumer.

While all 10 trends appear to be a phenomenon already observed in varying degrees in the Philippine market, Garcia cited certain aspects that were particularly “Filipino” and were seen to have more immediate impact. This included the trend towards “Recessionary Living”, made more real with the recent job losses sweeping the country. “Filipinos practically invented sachets and dose maximization,” she said. Also “Simple Pleasures” where people will shift to counting their blessings instead of retail therapy and derive pleasure from small things like food treats and other affordable “indulgences”.

The trend towards “Authenticity” was also cited as something particularly relevant, given the recent consumer scare on melamine on milk and even more recently, the unprecedented victory of the first Black American president, Barack Obama who was said to have won because he was largely perceived as “more genuine.” Because all the more in times of crisis will consumers value credibility and accountability, HSBC with its campaign “What People Value” and local Red Horse Beer enabling consumers to experience strong beer in its yearly raw rock experience Muziklaban, are considered prime examples of this trend.

Jos and Pam

JWT Manila CEO Jos Ortega said: “The ethnographic profile of Filipinos is quite unique and it captures a blend of American, Spanish and Asian influence. It is against this backdrop that we believe the 10 global trends can best be appreciated and given practical relevance.”

As a reminder of what's in store for everyone this 2009, each guest walked away with specially designed mugs with the trends printed across them.

Juice Water Tinapay caught up with Pam Garcia, JWT's Planner extraordinaire, for her thoughts on the event.

So, how many talks like this have you given?

It was my first of this magnitude. As Jos said it was my "debut".I had a joint talk with two other planners and our ECD in my previous agency for a big group of mostly planners and creatives two Adcongresses ago but it was first time by myself in front of the screen. Jos gave a really interesting introduction of me and my early background as a journalist wanna-be before I got freaked out from the police beat.

How did you psych yourself for the lecture?

Do you want the truth? By crying a river in front of Audie Gemora. Whose exercise involved letting out any worries of this week. Note that the Audie Gemora "acting session" happened January 29.And shopping for clothes. And bringing two sets of outfits for the talk and had Chinkay and Jojo take a vote.And eating my favorite Bugong chicken with Jojo and Chinkay before the talk. Haha!

What was going on in your mind while preparing for your talk?

I was really nervous. Would they listen? Is my talk too long? Will Danni and Ge redesign my wardrobe? Would wearing yellow on my top make my face brighter? Haha! Will Jos give me that look in case I start to ramble? Mercifully it seems I did not.

Could you share a brief overview of the 10 trends for our readers?

JWT First Press "Ten Tips to Survive 2009" is JWT's way of sharing to Clients and friends that Friday afternoon a dose of inspiration and optimism during recessionary jitters. Picking up from the Global Ten Trends from JWT Global Trendspotting Unit JWT Intelligence, Jojo, Chinkay and I went into local ethnography to validate or localize the trends and gained a lot of learnings for our brands along the way.

We heard you had over a hundred slides? How many were there before Jos edited them?

I started with 120, and edited them myself actually before Jos had the chance to, down to 89. And though we both thought the talk was way too long at 89 slides, we also didn't want to lose any real consumer tidbits so I just said what the hell, let's just see. I ended up talking for two hours straight. I don't think I can do that anymore without steroids.

How prepared are we for the coming, if not already present, recession?

Serious question naman. Being Pinoys we are mostly recession-savvy. From the examples you will be inspired by how consumers have turned the recession into opportunity. As they say, from difficulty can arise diskarte and creativity.

Any interesting reactions from the Clients?

The most interesting kwento came from Jakeena. Our contact for a pitch that same night, heard from word of mouth that it was a really good talk and kept pestering Jakeena for the talk slides and the cool mug, even if he wasn't there. We haven't traced from which grapevine he picked that up from.And a former Client, Noel Lorenzana, came up to me after my talk, told me he will treat me to a good cup of coffee. Picking up from my sharing at the 2nd Trend Simple Pleasures that what gets me going in the morning is to have a sip of the best or most premium coffee I can find. So now I get offered an Illy or Lavazza treat aside from my daily sugar rush.

Will you be giving this talk again in the future?

Yes we will roadshow it or a refreshed version of it with other Clients who missed the talk.

Have you been applying any of the trends to your own life?

Yes definitely. Aside from Simple Pleasures, there's Recessionary Living of course. I've been experimenting with the 35 Peso brewed coffee And Authenticity. I'm being true to my core - which is to be the kind of planner and skin I am comfortable in.

Did you catch anyone sleeping or not listening while you were speaking? Nina Cruz maybe?

Haha. You must ask the JWT people in the audience. If you look at the pictures they were a mix of people taking notes, but I might have missed a few at the back. Golda kept cheering me on at various parts so that probably woke up any sleepyheads haha.Now for the version for Creatives this Friday, so you don't fall asleep, I'll have a pop quiz at the end. :) J/K.

To read more about JWT's Top 10 trends, grab a copy of The Philipine Star (Feb 17., Tuesday, p. C-10).