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ESTIMA INC.

Content is consent

I. Background of the Company

Estima Content allows marketers to explore the limits of content, so they may utilize

these potentials to build bonds with the consumer and tend to those bonds,

strengthen and care for them in a manner no television spot can hope to do. The Estima

team combines extensive marketing, advertising, broadcasting, sales and production

experience. This makes for a coalition of skills and expertise uniue in the industry.

!hether it"s an interstitial or a branded segment, they can present product stories that

are true to their advertising strategies in the most entertaining manner.

This capability allows the channel to be inordinately flexible in their sponsorship offering.

They can integrate your product message imaginatively ## beyond the usual bug logos

and $brought to you by% blurbs.

Estima Content provides clients with customized brand#driven content &edutainment,

branded entertainment, however you prefer to call this new form of marketing', or

programming designed to create consent for a product in the mind of the consumer in

an entertaining and sincere manner.

(ean#forward viewing

)sually, the T* set is turned on and left as background music as people go about their

rituals.

+ good branded content vehicle like apinas- has creates an alternative atmosphere.

or /0 minutes, the country is laughing, guffawing even.

The program is watched ## a $lean#forward% viewing experience.

The program, which was designed to help a country laugh during a particularly difficult

time, created branded content segments for many sponsors ## 1C, Children"s Clusivol,

2tresstabs, 3obitussin, among others.

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II. A. Organizationa Structure

!incent "uzonChairman

*incent has been with the largest and the smallest of ad agencies4 5deas, 5nc., 3each

+dvertising, 6. 3omero 7 +ssociates, 8rau 3oses, 6. !alter

Thompson, 9acifica 9ublicity :ureau, emisphere#(eo :urnett and,

until 6uly ;00; golds, ? silvers and / bronzes. +dformatix@ growth was

enviable. 5t soon became the largest independent ad agency in the country, swiftly

gaining a reputation for strategic thinking. e succeeded in transforming the agency into

a partner in the discipline of marketing and in the creation, not of advertising, but of

strategic successes. e also became known for aberrant work &e.g., 9romil@s Gifted

Child, Clusivol@s Bawal Magkasakit). e created Aom"s 3adio, a much#acclaimed

branded content creation. e retired to devote his time to Estima and )niversiT*, and to

teaching &he is currently a professor at 2t. 2cholastica"s College teaching Copywriting'.

e will be bestowed a degree in Aasters in :usiness Economics by the )niversity of

+sia 7 the 9acific pending completion of his thesis.

#ema #ochuico

Chief E$ecuti%e Officer

8ema@s well#rounded background has prepared her to be a 2lasherB4 2he had stintswith :atibot !orld of Children and +:2#C:, and as public relations officer for Days

otel 9hilippines. +t DCA +dvertising, she was account manager on Disney and

Eastern Telecoms. 2he then moved to 9robe 9roductions as public relations

manager for 8ameplan, 9robe Team, 5#!itness, and )p. 2he was and )p Club

Aanager. +t +raneta Center, she was the client representing the complex. 2he Foined

+dformatix in ;00> to head the new business team, which burgeoned under her

charge into a profitable below#the#line and content company. !hile she was behind

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the camera throughout her career, she is today a (ife8uide on )niversiT*@s daily T*

program with the same name counseling students. 8ema has double maFors in

2peech Communications and :roadcasting from the )niversity of the 9hilippines.

TE&E!SION' E!ENTS' SA&ES' M(SIC

)icky Sy

"roduction Manager

:efore Foining Estima Content, 3icky was 9roduction Aanager at 8erry 8eronimo

9roductions, handling the operation of the Aommy +cademy television program. +nd

since the show freuently conducts seminars for mothers, he was in

charge of those as well. is work experience runs the gamut, which

makes him a 2lasherB4 he is a consummate editor, having been

trained on Aommy +cademy and +ting +lamin, and wedding video

coveragesG he was a Ausic :uyer for Tower 3ecords, which means

he was the man responsible for which artist to buy and how many. Earlier than that,

he was in sales, marketing rubber rollers for 2uyosa Corporation. Today he overseesall productions of the company. =n the side, he is associate producer for apinas, the

daily morning man#on#the#street comedy show airing on HT*. 3icky is a ar Eastern

)niversity :achelor of 2cience in ine +rts, AaForing in +dvertising.

CONCE)TS' E!ENTS' *ANCE' +O(T,

*oreen )efuerzo

Assistant to the CEO

Doreen is the company@s resident $=.C.% 2he sees to it that everything is done well to

the minutest detail. 2he started her career in *iva *ideo, as a Aarketing =fficer

handling labels like !alt Disney and ewline Cinema, and spearheading marketing

special events, e.g., video launches, special movie screenings, and outreach

programs. rom there she Foined a talent management company, 8aribaldi

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5nternational. 2he is always in touch with the youth4 2he served as

9resident of the )nited Aethodist Iouth ellowship in her local

chapter, and as 2ecretary of the district level, and is now the Iouth

+dviser. 2he started her $companyfor#ministry%, +pplebox Events, to

produce Christian events and concerts &$2econd Chances%, with

Edward 8ranadosin and (ani AisaluchaG $5mno gayon, 9amana

:ukas%, with Dulce, 3euben (aurente and +rnel De 9ano'. 2he is also coordinator of

her church@s dance ministry. Doreen was graduated by the )niversity of 2anto Tomas

a :achelor of Communication +rts.

A*S' BI&&BOA)*S' !I*EOS

)egie Capistrano

Creati%e

3egie is a slasher at home with stills or video. is credentials include being a graphics

artist and video editor for Aommy +cademy, for both the television program and their

numerous eventsG a creative director of infomercials and wedding videosG a graphic

designer for a design studio. is craft has earned him the (inkT* Choice +ward and

2pecial Aention at the 3oyal Elastics graffiti contest. 3egie continues to grow as an

artist, contributed significantly to )niversiT*, Aom@s 3adio, and to Estima, the mother

company. 3eginald was graduated a :achelor of 2cience in ine +rts, maForing in

+dvertising from the ar Eastern )niversity.

Antz Saguid

Creati%e

!hen it comes to television production, +ntz knows behind#the#camera terrain very well.

e is a 2lasherB4 he has been a director, production manager, editor, creative

consultant, producer, graphic artist and account manager. +ntz has handled proFects for

Creative 9rograms, 5nc., +:2#C:, +lta 9roductions, 5nc., a 8A+ subsidiary, Aommy

+cademy, and Timeline Digital 9roductions, among others. +ntz combines his

impressive professional background with a positive working attitude. + team player, +ntz

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brings an infectious Jcan#do@ spirit to the office or shoot. )niversiT*@s very difficult three#

hour daily program JChopsuey@ was on his shoulders. +nthony was graduated by the ar

Eastern )niversity as a :achelor of the +rts with a degree in Aass Communication.

Tanya Oarte

Creati%e

Tanya is reliability personified. 2he has campaigns for 3iteAED, Aaxvit, Eual, :ayer,

Clover, and many others K including the campaign to elect 6oFo :inay as vice president

K behind her.

(ike many of the people in Estima, her expertise and experience are not limited to one

discipline4 she was a writer for 8erry 8eronimo"s "+ting +lamin" and "Aommy +cademy",

and )niversiT*"s television programsG she conceptualizes and writes the events and

activations managed by the company. Tanya was graduated by the De (a 2alle

)niversity with a degree in Communication +rts, a dean"s lister several times over.

"eter Araza

Creati%e

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9eter is a 2lasherB by Fob description. +side from being responsible for how everybody

looks on television, he is the man to go to for event logistics and management. e

started his career as a public relations man at 5can 9roductions, moved on to handle,

produce, choreograph andLor direct events and fashion shows. +t 3eal 5llusions and

later at 2egue 9roductions, he would be director, producer, production manager or

simply assistant to the president on events that have taken him all over the country. =n

the few weekends that he is free, 9eter is a gentleman farmer and a 2agip 1alinga

supporter, teaching out#of#school children how to read. e was graduated by the

Colegio del 2agrado Corazon de 6esus in 5lo#ilo City with a degree in otel and

3estaurant Aanagement.

Er-in Tri%io

Creati%e

Erwin brings to the table extensive experience in advertising and design

work. e was a visualizer at Aultiventures Direct 3esponse, an art

director at Communicon, +dformatix, Dentsu, and Ioung 7 3ubicam, a

senior art director at arrison Communications. 9ast successes runs the gamut4

issan, !yeth &9romil', !hitehall &Centrum, Clusivol, 3obitussin, +dvil', 2ony, )nilab,

2an Aiguel &8old Eagle :eer', 8lobe, 6ack n@ 6ill snacks, +yala (and. Erwin is a product

of the )niversity of 2anto Tomas and the Technological )niversity of the 9hilippines,

graduating with a ine +rts degree.

)aa/ean Semira

Accounts

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+s a student, 3ala had her on#the#Fob training at Estima, and, even then, the Company

already wanted her in and waited for her to graduate.

2he handles the day#to#day management of some of Estima@s important accounts, and,

already, she has several successful advertising

campaigns behind her.

+lways in the Dean@s (ist and onors@ Circle, and

perennial class representative, 3ala was graduated a

:achelor of the +rts with a degree in Aass

Communications cum laude by 2t. 2cholastica@s College

Aanila.

0arisse Taacay

Accounts

1larisse has achieved much for her young age. 2he worked for a C85 outfit and brings

to the Company a healthy work ethic and experience in handling high#visibility eventslike the ildegarde +wards, the country@s annual salute to women of worth. 2he Foins

the Estima family with award#winning public service ads and documentaries in her

portfolio.

1larisse was graduated a :achelor of the +rts with a degree in Aass Communications

by 2t. 2cholastica@s College Aanila.

B. &ist of ad%ertisers and Their Nota1e "romotiona campaign

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III. Background of *irect Competitor

2CB MANI&A

!e are advertising and marketing solutionists, with one simple goal4 to create

communications that change behavior. C: Aanila handles brands for maFor 9hilippine

and multinational corporations, such as 2A+3T Communications, 9(DT, the 2A 8roup,

+sia :rewery, 5nc., Dole 9hilippines, Aondelez, and ivea. 5n ;0>>, DigitalC: was

launched, to serve the growing need of clients for web and mobile solutions. C:

Aanila and DigitalC: ,along with !eber 2handwick 9hilippines and 2targate

9ublications, are part of the AC: 8roup. ;000 Established,

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B. ist of Ad%ertisers and their nota1e promotiona campaign

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