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Activations][Ian Velasco

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FTW

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• Over 5 years Agency experience

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• Prepared, implemented various ATL and BTL campaigns, mostly for SMART Communications, and managed Activations (trade marketing, launches, CRM) to both low-end brands such as Mead Johnson’s Alactagrow and high-end brands such as British American Tobacco’s Dunhill, and Lucky Strike, and Pernod Ricard’s Chivas Regal and Stolichnaya Vodka.

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• 2008 Philippine representative to the “Young Change Agents” program, an Asia-wide selection of Bates 141 employees tasked to keep an eye on ongoing trends / changes that affect Asian consumers

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Making things happen since ’03.

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Activations][Non-Globe

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Dunhill Activators ProgramObjective:

Introduce Dunhill into the market and immediately gain attention and following among premium smokers.

Barrier:

Horeca (Hotels, restaurants, cafes) outlets in Metro Manila are largely Marlboro-sponsored and merchandised establishments. Moreover, British American Tobacco self-restricts its promotion due to a more stringent interpretation of tobacco laws.

Challenge:

Get into Manila’s premium Horeca outlets, even competitive-sponsored ones, and spread awareness and interest in Dunhill.

Activation Idea:

Have 10 influencers go to all target horeca outlets as if they’re friends going out on a gimmick. They all use Dunhill in various flavors, they talk to people while holding their packs and leave these packs on tables for sampling.

Results:

120 visits done in 2 months, resulting into 5% share vs. category in 4 months.

VStolichnaya Cold War ActivationObjective:

Introduce Stolichnaya Russian Vodka and establish its premium quality and brand image in Manila where it wasn’t recognized before, by highlighting Vodka’s true Russian Heritage.

Barrier:

There was clutter in vodka-sponsored events most especially from Absolut. Stoli launch needed to be cut-through.

Challenge:

Present a unique vodka party that highlights the vodka’s Russian identity and heritage and instead of using other elements to make the brand Pop (i.e. music, celebrities), make Pop out of it.

Activation Idea:

Bring Shanghai’s top flair tenders (bar tenders who flair) to Manila’s top clubs. Alongside the DJ’s, vodka-mixing became the main act, in venues turned into Cold War Russian.

Results:

4 events in 4 venues.

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Warehouse 135

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NU VO

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Alacta CRM Programs Objective:

Make Alacta the preferred brand of formula milk for Midwives and Health Care Professionals’ (HCPs) endorsement to moms.

Barrier:

The Milk Code prohibits advertisement of Formula Milk in almost all forms. Even talking to health care professionals are allowed only under strict terms.

Task:

Educate Midwives and HCPs on Alacta’s benefits in meetings that use entertainment as method of instruction.

Activations:

• 180 small meet-ups nationwide

• 28 Christmas parties nationwide in 24 days (giving away of goodie bags are through games to prevent issue of graft). Use games as way to educate Midwives and HCPs on Alacta’s benefits.

• 1 National Midwives Convention in Manila (130 national delegates). Use humor-themed skits by Wally and Philip Lazaro to educate delegates on Alacta benefits.

VI don’t have pictures of the events but I have a picture of my team. This is in Zamboanga.

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Activations][Globe Product

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Globe’s Project Headshot ClinicsObjective:

Take photos of 1900 youths from all over the country:

- 14 venues in Manila, Baguio, Cebu and Davao

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Pixlink Bloggers and Press LaunchObjective:

Introduce Pixlink to bloggers and to the press and highlight it’s being a Mobile 2.0 product, with indirect comparison to Smart’s My Sandbox.

Challenge:

Highlight the collaborative and user-generation features of Pixlink to drive 2.0 positioning.

Activation Idea:

Digital photo installation at the Manila Contemporary Art Gallery with lunch at the Cibo Commissary.

The launch is about celebrating the amateur web photo uploader who, in his own perspective, captures images of beauty – just as in art.

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Refresh Bloggers LaunchObjective:

Launch Globe Tattoo as the new prepaid brand of Globe and excite the bloggers with first to be seen communication materials.

Challenge:

Clearly communicate the change that the brand will take while carefully establishing Globe Tattoo as a mobile prepaid brand and not just a broadband brand.

Activation Idea:

Surprise the bloggers by highlighting change – from the company’s usually conservative press venue, the usual mobile phone prizes to the format of the actual execution.

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Modu Bloggers and Press LaunchObjective:

Launch Modu and highlight its interchangeable skins.

Challenge:

The proposition of Modu lies in its interchangeable skins. Launch should then highlight the skins rather than the basic features of the phone.

Activation Idea:

Positioning Modu as a Lifestyle phone, the launch was conceptualized as an event worthy of a lifestyle column / blog coverage. A private trunk show was held at Paul Smith for the bloggers and press after having dinner at posh Felix restaurant.

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Activations][Ian Velasco for

Globe Tattoo

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WIN

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CuricculumVitae]

[Ian Velasco

VWORK EXPERIENCE GLOBE TELECOM October ’08 to present MARKETING MANAGER, DIGITAL MARKETING

Provided and implemented promotion strategies for Youth products and

offers in non-traditional channels specifically through online activities and on-ground events.

Led in providing marketing perspective and developed proposition concepts in consumer researches done for new products and businesses.

VBATES 141 April ‘07 to Sep ‘08 ACCOUNT MANAGER

Clients: Pernod Ricard Philippines, Mead Johnson, HSBC, British American Tobacco Brands handled:

Chivas Regal Stolichnaya Vodka Kahlua Alactagrow Dunhill Lucky Strike

Hired to handle the company’s biggest activations client, Pernod Ricard

Philippines and key businesses of company’s main client, HSBC. Handled nationwide field marketing programs for Mead Johnson. Trained three Junior Account Executives

YOUNG CHANGE AGENT (YCA)

As the Philippine Representative to Bates 141’s Young Change Agents (YCA), investigated and presented to regional key management findings on a new trend called “co-creation” and its implication on the agency’s business particularly in the Philippine context

The YCA Program is designed to get the brightest talents in the Agency’s 21 offices across Asia.

Reason for leaving: Opportunity to actually lead co-creation in the

Philippine marketing industry was only possible if it was Client/Brand-led, so other brands and ad agencies can see that co-creation is doable and yields results. Globe Telecom offered me that chance.

VSAATCHI & SAATCHI July ’06 to April ‘07 WRITER

Conceptualized and produced several thematic TV campaigns for: Ariel, Head & Shoulders, Olay and De La Salle Philippines (DLSP)

January ’05 to July ‘06 SENIOR ACCOUNT EXECUTIVE

Clients: SMART Communications Inc., Magnolia Dairy

Brands handled: SMART International Direct Dialing SMART International Text SMART International Roaming Star Choco Nut Spread, Star Margarine Magnolia Dairy Blend

As Client Relationship Manager for all brands, I gave counsel regarding

agency and production processes, basic advertising principles, basic Advertising regulatory rules and other relevant information.

As Project Manager, I took lead in managing projects from briefing to strategy-crafting to delivery of final materials; managing timelines and checking costs; and making sure that quality of work by industry partners and suppliers are maintained.

As Crisis Manager, I practiced decisive decision-making, relied on a dependable network of suppliers, and leveraged smooth relationship with Creatives to deliver work despite rush timelines.

As a Senior Account Executive, I also trained a new hire.

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January ’03 to ‘05 ACCOUNT EXECUTIVE Client: SMART Communications Inc. Services Handled SMART International Text SMART International Roaming Value-Added Services (Info-based services and Downloads) SMART Buddy SIM-swap promos (for subscriber activation)

Reason for leaving: Clients at Saatchi were largely ATL-driven in

communication and so was the Agency in structure. Movement to Bates 141 was to learn and master media-neutral communications by focusing more on activations and trade marketing.

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College Internships 20031. J. Walter Thompson

• Best Revalida Case for Listerine

• Best Presenter

• Trained in Strat Planning, Account Management, Creatives

2. Dentsu-Young & Rubicam – Alcantara

• Trained in Strat Planning, Account Management, Creatives

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EDUCATION 1999 – 2002 DE LA SALLE UNIVERSITY – MANILA

Bachelor of Science in Commerce, Major in Advertising Management, December 2002.

2002 Philippine Marketing Association – Departmental Award for Excellence in Marketing

2002 Best Thesis in Advertising

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A life lived without regrets is the best life I can live.

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