The Truth About Digital - My AdCon22 Reaction
I know that Tumblr is not the best place to post this but I just have to share it because in it is the reason why I blog. It's a 1000+ word essay about my thoughts regarding the topics in the 22nd Philippine Ad Congress. It has much to do about the current state of our country in terms of culture and relevance. Bear with me as I break from the regular programming. If you choose to read it, you have my thanks.
Someone once implored me to always ask this question when making a decision about a new project: Would your idea fly better if it wasn't caged under your current system?
In many respects, this question is hard to face. Why would you ever consider executing something that does not directly contribute to your current brand or project? Most people would just scrap the new idea and move on with their life. There's no point in reinventing the wheel.
I studied economics in university so I was exposed to the idea of open and closed markets. In a closed market, all you ever had to worry about is your competitor. Naturally, this competitor is limited to the same geographical or cultural boundaries as you are. On the other hand, an open market is not a concept of exclusivity. You have to worry about all the other people in the world. In class, it sounds like a simple concept. If you start opening your eyes however, you will fear for your dear life.
When I grew up, my father and his siblings faced stiff local competition in the business they were in. The clan switched to an industry that they were not familiar with so they started as the underdog. I don't know how your industry is but the one we entered always ridiculed us, even to the point of publicly declaring that our company will fall in 5 years time. That is sweet music to people who are determined to succeed at all costs. Fortunately, the situation went the other way around as the years went by. It was our competitors who fell.
From being a new and inexperienced player in the local market, we soon rose up to the number 2 spot in terms of volume. We are possibly more profitable than other companies in the same industry. All of this happened because we continually invested in the modern facilities and studied best practices around the world. I hate to say it but arrogance is well rewarded.
Later into the game, we realized something. We were not alone. A company from a regional neighbor is now one of the largest businesses in our industry in the whole world. If you are somehow tuning into business news, you'd also know that we have a free trade agreement across the ASEAN. If you haven't guessed, this company has already entered the Philippines four years ago.
So what does this have to do with the digital world? First, let me state that the world population is now nearing the 7 billion mark. If you do the math, the population of the Philippines is a mere 1 percent compared to the whole world. Second, as much as we don't like to acknowledge it, our country is not particularly influential. When was the last time a local author wrote an international bestseller? When was the last time a local movie was screened in theaters worldwide? When was the last time a locally produced track received international airtime?
Let's get down to it. My family's business is still competitive because geographical constraints still have a bearing in our industry. In a digital world, there are no geographical or cultural boundaries. A Pakistani living in America may tune in to a Korean TV show because her favorite Japanese actor made a guest appearance. An Australian-born Chinese may listen to Viennese jazz music on her way to a class in INSEAD. A Chinese housewife in Shanghai may choose to buy a Belgian designer's shoe through an American vendor. The list can go on. The point is people have an overabundance of choice in the digital world. More often than not, they will exercise that choice.
I don't want to pretend that you are ignorant or oblivious to what I'm talking about. Deep inside, you know the implications. It is a harsh reality to face but we must face it if we are to change the game.
Our ad industry has evolved based on the biggest ad spenders. Who are these? They are multinational companies. I have nothing against them but we have given them the power to shape our culture. Recently, I saw a multinational beverage company use a Japanese pop star as one brand's face here in our country. Would they do the same for a Philippine talent in Japan? How will this even happen if our local gatekeepers will not focus on making local properties and talents relevant in other parts of the world?
I asked a question to Mr Eugenio Lopez III, Chairman and CEO of ABS-CBN, during an open forum during the 22nd Philippine Ad Congress. I asked him whether he sees himself and his company becoming a global player in the media industry and if he will pull of a stunt like the Korean Wave. He answered that there were opportunities to act on and that there is an ongoing effort to build a music channel in California. Does that mean that the channel will be playing Original Pinoy Music? I don't think so. Somehow, his answer was something I expected because the actions of the network show it.
The issue today is not if we must embrace social media in advertising. In my opinion, the issue is will our country's gatekeepers make us relevant in the global arena? Will you do something to make our country relevant to the other 99 percent of the world's population?
If we don't act now, we might totally lose the next generation to the powerful influence of other cultures. In the digital world, we choose what we want. If I don't like local programming or talent, then I just choose something or someone from a different culture. Today, there may still be a gap between Filipinos and foreign content but it looks like it's quickly closing in.
Mr Joeri Van den Bergh during his talk at the Ad Congress said that the millennial generation look up to their friends. The things they talk about are more important than messages from advertisers or even from their own parents. We must find a way to get into this conversation. Will there be a point in time when all they talk about is foreign culture and brands? Is that something absurd? I think not.
I implore local media companies and independent content creators to rethink their strategy. Stop competing for 1 percent of the world's population and start reaching out to the other 99 percent. This is for the future of our country. This is genuine nationalism.
I am 24 years old. Help me and my friends change the world.
