Inquirer News Service
CEBU CITY -- Filipinos are in demand abroad for their creative talents and technical skills, yet only a handful of Philippine advertising agencies have competed and won in international advertising festivals.
Realizing this, the Inquirer and a group of creative directors from advertising agencies are working on raising the local ads' quality and creativity to international standards.
They are also campaigning for greater participation in the annual Cannes Advertising Festival, which hands out the Cannes Lions, considered the Oscars of advertising in the world.
The Philippines experienced many firsts in this year's Cannes festival held last June. The country won its first Silver Cannes Lion in the festival's 52-year history with the "Bunso" TV commercial ad created by the BBDO Guerrero Ortega agency. It was the first time a Filipino judge participated in Cannes in the person of McCann Erickson Philippines' chair emeritus Emily Abrera. It was also the first time Filipino
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Inspired by these firsts, the Araw Awards [Sun Awards], the highest recognition for local advertising work, underwent some changes.
Lilit Reyes, creative director of Leo-Burnett and co-chair of the Araw Awards' competition committee, said: "Changes were made in the biennial award show to align it with the way the world award shows are being judged."
Lilit Trinidad of Jimenez-Basic and the other co-chair of the committee, added: "We changed the categories. We synchronized it with the world product categories."
Part of the two-day 19th Philippine Advertising Congress, which concluded yesterday, the Araw Awards will be held tonight at the Waterfront Hotel in this city. Gold, silver and bronze prizes will be given out in recognition for excellence in advertising work done between Sept. 1, 2003 to Aug. 31, 2005 in the following categories: TV, print or press; outdoor; radio and radio crafts; anything designed and direct mail; and interactive.
Foreign judges
Expectations run high, as winners of this year's awards will compete in the Cannes Advertising Festival next year.
Foreign judges were tapped for TV, print or press category, as well as the outdoor category.
Reyes said the judges were tough because they decided to maintain the mind-set that a gold winner in this year's Araw Awards would at least win a bronze in the international arena.
The two Lilits were tight-lipped about the leading contenders, but Reyes hinted: "You'll know a gold when you see one."
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