Creation of Content and Consensus: Estima

To engender a movement, to

move minds and hearts, advertis-

ing is a feeble instrument. To get

that almost imperceptible nod

from the viewer -- to get consent,

one needs programming, or con-

tent.

Branded Content is very like the

chameleon: it is redesigned to be

relevant to the task at hand. Un-

like regular programming --

branded content creates consent

for an idea in the mind of the con-

sumer in an entertaining and sin-

cere manner. It may be a TV

show, a radio broadcast, a live

event, an article in the newspaper,

anything to do with programming.

Introducing Estima.

The nod that happens inside.

The People of Estima

The Estima Content team combines

marketing, advertising, broadcasting,

sales and production experience.

They are prehensile men and

women, with gifts and skills in various

disciplines.

4321 First Street, Anytown, State 54321 Phone 123-456-7890 Fax 123-456-7890 [email protected]

The team combines marketing, advertising, broadcasting, sales and production experience.

35 years in advertisingVincent PozonChairman

Vincent has been with the largest and the smallest of ad

agencies: Ideas, Inc., Reach Advertising, J. Romero &

Associates, Grau Roses, J. Walter Thompson, Pacifica

Publicity Bureau, Hemisphere-Leo Burnett and, until July

2008, he was vice chairman and CEO

of Adformatix. He has been acclaimed

for advertising work: one Advertising

Congress rewarded his efforts with 12

golds, 4 silvers and 3 bronzes. Adfor-

matix’ growth was enviable. It soon be-

came the largest independent ad

agency in the country, swiftly gaining a reputation for

strategic thinking. He succeeded in transforming the

agency into a partner in the discipline of marketing and

in the creation, not of advertising, but of strategic suc-

cesses. He also became known for aberrant work (e.g.,

Promil’s ‘Gifted Child’, Clusivol’s ‘Bawal Magkasakit’). He

created Mom's Radio, a much-acclaimed branded con-

tent creation. He retired to devote his time to Estima and

UniversiTV, and to teaching (he is currently a professor

at St. Scholastica's College teaching Copywriting). He

will be bestowed a degree in Masters in Business Eco-

nomics by the University of Asia & the Pacific pending

completion of his thesis.

Chairman at Estima, Inc.

Professor at St. Scholastica's College

Until July 2008, Vice Chairman & CEO of Adformatix.

4321 First Street, Anytown, State 54321 Phone 123-456-7890 Fax 123-456-7890 [email protected]

The team combines marketing, advertising, broadcasting, sales and production experience.

Multidisciplinary SkillsGema GochuicoChief Executive Officer

Gema’s well-rounded background has prepared her to

be a Slasher*: She had stints with Batibot World of Chil-

dren and ABS-CBN, and as public relations officer for

Days Hotel Philippines. At DCM Ad-

vertising, she was account manager

on Disney and Eastern Telecoms. She

then moved to Probe Productions as

public relations manager for Game-

plan, Probe Team, I-Witness, 5 and

Up. She was 5 and Up Club Manager.

At Araneta Center, she was the client

representing the complex. She joined

Adformatix in 2001 to head the new

business team, which burgeoned un-

der her charge into a profitable below-the-line and con-

tent company. While she was behind the camera

throughout her career, she is today a LifeGuide on Uni-

versiTV’s daily TV program with the same name counsel-

ing students. Gema has double majors in Speech Com-

munications and Broadcasting from the University of the

Philippines.

Geraldine Marie Gochuico

CEO and Board Director, Estima, Inc.

CEO and Station Manager, Univer-siTV

Executive Producer, LifeGuide, Mall Diva

* Slasher: A term coined by the staff to describe the desired trait of being multidisciplinary. It means that the person described is capable of doing and does the job of several people -- and well, e.g., events manager slash writer slash artist slash photographer.

4321 First Street, Anytown, State 54321 Phone 123-456-7890 Fax 123-456-7890 [email protected]

The team combines marketing, advertising, broadcasting, sales and production experience.

Television, Events, Sales, MusicRicky SyProduction Manager

Before joining Estima Content, Ricky was Production

Manager at Gerry Geronimo Productions, handling the

operation of the Mommy Academy televi-

sion program. And since the show fre-

quently conducts seminars for mothers,

he was in charge of those as well. His

work experience runs the gamut, which

makes him a Slasher*: he is a consum-

mate editor, having been trained on

Mommy Academy and Ating Alamin, and

wedding video coverages; he was a Music Buyer for

Tower Records, which means he was the man responsi-

ble for which artist to buy and how many. Earlier than

that, he was in sales, marketing rubber rollers for Suyosa

Corporation. Today he oversees all productions of the

company. On the side, he is associate producer for Hap-

inas, the daily morning man-on-the-street comedy show

airing on QTV. Ricky is a Far Eastern University Bache-

lor of Science in Fine Arts, Majoring in Advertising.

Frederick Albert P. Sy

Production Manager, Estima Inc.

Associate Producer, Hapinas

* Slasher: A term coined by the staff to describe the desired trait of being multidisciplinary. It means that the person described is capable of doing and does the job of several people -- and well, e.g., events manager slash writer slash artist slash photographer.

4321 First Street, Anytown, State 54321 Phone 123-456-7890 Fax 123-456-7890 [email protected]

The team combines marketing, advertising, broadcasting, sales and production experience.

Concerts, events, dance, youth et alDoreen RefuerzoAssistant to the CEO

Doreen is the company’s resident “O.C.” She sees to it

that everything is done well to the minutest detail. She

started her career in Viva Video, as a Marketing Officer

handling labels like Walt Disney and

Newline Cinema, and spearheading mar-

keting special events, e.g., video

launches, special movie screenings, and

outreach programs. From there she

joined a talent management company,

Garibaldi International. She is always in

touch with the youth: She served as

President of the United Methodist Youth Fellowship in

her local chapter, and as Secretary of the district level,

and is now the Youth Adviser. She started her “company-

for-ministry”, Applebox Events, to produce Christian

events and concerts (“Second Chances”, with Edward

Granadosin and Lani Misalucha; “Imno Ngayon, Pamana

Bukas”, with Dulce, Reuben Laurente and Arnel De

Pano). She is also coordinator of her church’s dance

ministry. Doreen was graduated by the University of

Santo Tomas a Bachelor of Communication Arts.

Doreen Louise Tovera-Refuerzo

Assistant to the CEO

* Slasher: A term coined by the staff to describe the desired trait of being multidisciplinary. It means that the person described is capable of doing and does the job of several people -- and well, e.g., events manager slash writer slash artist slash photographer.

Advertising pays for content.

Without ads, no medium will exist.

Content is why people watch tele-

vision, read newspapers, browse

the internet, listen to radio.

Throughout history, advertisers

and ad agencies have focused on

the fringes of content: creating ads

to sponsor content. But advertising

is encountering new difficulties

and challenges. The traditional

advertisement is losing its clout

with the viewer, a more aware and

jaded consumer these days. And

technology allows him to wield

total control over what he watches

-- with the remote control.

Gamut of choices.

There is a fixed number of hours in a day, and the viewer is busy with his cellphone, the internet, cable, DVD movies.

With the gamut of choices in media, of points of contact with the consumer, advertisers must learn to utilize the program portion – the content – to reach audiences in a more meaningful and powerful way. Using content al-lows us the ability to promote products within pro-gramming. And, no, we’re not talking about casual ad-vertising.

Estima Content provides clients with customized brand-driven con-tent (edutainment, branded entertain-ment, however you prefer to call this new form of mar-

keting), or programming designed to create consent for a product in the mind of the consumer in an entertain-ing and sincere manner.

It may be a TV show, a radio broadcast, a live event, anything to do with programming. Estima Content is a global frontrunner in content creation, being one of the first in the world to utilize content in a major way. The company was involved in the creation of Mommy Academy, which was then an unabashed commercial for Promil.

Mom’s Radio is an entire FM network promoting Wyeth Consumer Healthcare products and issues to mothers in the provinces.

Content: A marketer’s dream.

To a marketer, the opportunity to equip itself with the ability to create content is a dream: To go beyond the restrictions of 30 seconds, flesh out product stories, in-sinuate products every so often, at every turn. Estima Content allows marketers to explore the limits of con-tent, 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.

Beyond 30 seconds.

The Estima team combines ex-tensive marketing, advertising, broadcasting, sales and produc-tion experience. This makes for a coalition of skills and expertise unique in the industry. Whether 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.

Integrated Marketing Communications.

While you can reach your consumers with on-air pro-motional spots, Estima Content can present your mes-sage off-channel through events and activities in schools and in other venues frequented by your market.

Do call the Estima Content marketing team to show you how they can expand your above-the-line efforts with branded content, consumer promotions, merchandis-ing, events and other marketing channels.

Estima is loathe to refer to

itself as an ad agency. It is

a believer in Integrated

Marketing Communica-

tions, or – simply stated –

in the principle that there is

no global template or

model to follow, only what

is right for the client locally.

In this market, events are a

venue you would do well to

consider seriously. In some

areas like Cebu, very seri-

ously.

Estima believes that events

are really content, or pro-

gramming. Which means

they must be entertaining

and nourishing.

If an event is designed

merely to be an ad for a

product, it will fail misera-

bly.

Bonakid:

A nationwide

tour teaching

mothers how to

build values into

children.

Wyeth:

Wooing the

drugstore

association.

Clusivol:

Search for the Bida

kids. Events that

pay for themselves.

Novartis:

Launching a new

product with a

basketball star.

Sharp:

Sharp goes all

out for its

dealers 2005.

Promil:

A booth that

steals the show.

Sharp:

Sharp fetes its

dealers with a

splash.

Promil:

Camp ProGifted,

an annual camp

for children.

Promil:

Gifted children

tour malls around

the country.

Robitussin:

A tour of

hundreds of wet

markets.

Wyeth:

“Handog Saya,”

a quarterly

tribute to

midwives.

Bonakid:

Annual feast for

midwives.

An event designed as

content is one designed

to succeed.

Pinoysiklo!

Estima is event organizer for a world record attempt. With Pi-noysiklo, Estima and Univer-siTV were attempting to break the world record on most num-ber of motorcycles in one place.

PLDT My Phone-y Valentine

Estima is welcome in schools on Valentine’s. Students send flow-ers and chocolates to each other -- in school. A whopping suc-cess, despite a purchase re-quirement.

PLDT VJ Hunt

In search of a fresh new face for PLDT, a VJ search was con-ducted by Estima.

An attempt at a world re-

cord, several rock con-

certs a year, unique activi-

ties on school premises --

presence not allowed

even the biggest of adver-

tisers and agencies,

Estima's strength is in

creating and managing

events that are high in

creative aberrance.

An attempt at a world re-

cord, several rock con-

certs a year, unique activi-

ties on school premises --

presence not allowed

even the biggest of adver-

tisers and agencies,

Estima's strength is in

creating and managing

events that are high in

creative aberrance.

Rocking Eastwood

CHANNEL SPONSORED MUSICAL EVENT

Imago and Sandwich and Niño Alejandro and Donita Rose and Hapinas’ Joaqui and Gorio and UP’s Escola de Samba de Manila and FEU’s Chito Moreno and Ateneo’s Hidden Nikki and Miriam’s Desdemonia and the pep squads of several schools.

Banda Blowout

YOU CAN’T GET ANY YOUNGA THAN THIS

Sino Sikat? Rocksteddy, Up Dharma Down, Dalandan Soda, Space Flower, Diwa, Hale, Dos Fuertes, Barbie Almalbis, Sugarfree -- they were all there, in the Uni-versiTV and PLDT Pay-phone Banda Blowout at the Mall of Asia.

Harana ng UniversiTV

ALL BECAUSE IT’S VAL-ENTINE’S

UniversiTV closed off the month of love with an ener-getic concert in Greenhills. Sugarfree and Stonefree were the main performers for this event. Also playing were Kontagious and Bloomfields.

Sessionistas!

UNIVERSITV HELPS EMERGING BANDS

The upcoming and those on top -- a weekly concert con-test that puts on stage col-lege bands and well-known performers.

A huge crowd drawer last year and this year.

CIBAC

Representative Joel Vil-lanueva wins anew with this TV commercial.

Many of the people behind

Estima Content are very

experienced advertising

professionals, which is why

the programs they produce

do not just entertain audi-

ences, they sell products.

When the company is

commissioned to create ad-

vertising, it does so with the

same need to ensure effec-

tivity.

PLDT PAYPHONE.

PLDT promotes use of the payphone among the youth with this campaign.

GM

General Motors pushes an underestimated car model to the driving public.

SPA ESSENTIALS

Interstitials and IV spots for a successful aromatheraphy brands.

KLIX

Market leader in the cate-gory reacts to the efforts of a new product launch.

SELXAN

A Cebu-based pharmaceuti-cal company gives market leader a run for its money.

CENTRUM

Centrum advocates daily consumption of vitamins through unbranded ads.

NURTURE SPA

Creating a new niche for a saturated market.

Content Creates Consent

Corporate Headquarters:

Estima Inc.

Republic Glass Building,

Aguirre Street corner Salcedo,

Legazpi Village, City of Makati,

National Capital Region,

Philippines 1229

Tel.: (632) 8929557

Email:

[email protected]

Studios:

Republic Glass: Ground Floor,

Republic Glass Building, Aguirre Street

corner Salcedo, Legazpi Village, Makati

City

Milelong: Unit 106, Ground Floor,

Milelong Building, Amorsolo Street,

Makati City