Uniqlo takes on New York

Uniqlo Steps

I did say every step..

In today’s age of online marketing and social media, is there still room for traditional marketing? While it is true that a post from someone you know, a forwarded email from a relative, or an SMS may get more of your attention, there are cases when traditional marketing can trump all? When you live in one of the busiest cities in the world, it is possible.

To drum up interest for the opening of their flagship store at 5th Avenue, Uniqlo made themselves present in New York’s public transportation system. This included walls, turnstiles, waiting sheds, trash cans (yes!), and included in their ads considerable price drops on their Heattech warmers, as well as an irresistible $9.99 deal on a particular style of Uniqlo jeans.

Uniqlo didn’t stop at just that either. They supplemented their marketing with “brand ambassadors” to identify with their consumer. After all, New York is about diversity.

NEW YORK, September 6, 2011 UNIQLO is proud to announce the cast starring in the brand’s marketing campaign that is launching today throughout the metropolitan area. The cast members include celebrities, professional athletes and community heroes that UNIQLO believes exemplify the Made For All philosophy in their own daily lives. Made For All is the UNIQLO brand philosophy that encapsulates the company’s vision of providing basic clothing that is made for all people regardless of age, gender, race or any other category. The UNIQLO cast is an important part of the marketing campaign currently in progress and building excitement for the opening of the two new global flagship locations that will be the two largest for the brand in the world. Link

See what I mean after the cut.

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Unsaid Truths about the Advertising Industry

Neon Billboards

How do I get your attention?

As I was pondering what to write about this week, I realized that the Philippine Advertising Ad Congress may already be in its final stages. Hence, I am using this medium to show how much I respect the people who work the longest hours — the account managers. I used to work with them everyday, and credit should be given where credit is due.

For one, they own the unenviable task of trying to convince advertisers that that their medium is the best vehicle to hitting the right demographic. Not only do they have to deal with demanding clients, they have to compete with others who are willing to go as far as they are just to “close the deal”. I actually know someone who had to pick up his client’s kids from school just to get on the latter’s good side. You get the point.

Secondly, and in my experience, the industry also has a huge dependency on personal relationships. How can you vie for advertising spend if your competitor has a direct line to a media buyer’s personal cellphone number? You can have all the connections you want, but the truth of the matter is, someone who is related to a former colleague’s sister’s husband will always have the inside track. You can also see yourself as the most likeable person in the world, but that decision is not entirely up to you.

Lastly, anyone who has made the commitment to be a part of the advertising industry has one way or another given up a huge chunk of his/her personal life. Whether it’s that dinner you missed because of a pending approval, or going through that 12-hour day because of a rush project, all the back and forth on the road, the pressure of an advertising career will beat you down.

Truth of the matter is, the advertising industry can also be unpredictable. What I mentioned above may even have no bearing at all. I have been in New York for almost a month now, and my move made me realize that while there are many similarities, there are generalizations and unsaid truths that can be said about the advertising industry in the Philippines.

Let’s go on ahead and talk about a few “Advertiser Tiers”.

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What I learned today

Snow in NYC

So it snowed today. Yeah I know, this is New York, so that shouldn’t be a surprise  — until you realize it is only October. Well, you do experience something new everyday.

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Pio Pio: Peruvian Chicken Gold

The picture does not do Pio Chicken justice.

I’m not a food blogger or critic, but I just had to post something about Pio Pio.

specializing in pollos a la brasa (rotisserie chicken), pio pio is new york city’s premier peruvian restaurant group.

well-known to new yorkers and countless visitors, pio pio has honed its culinary skills since 1994 when its first restaurant in rego park, queens was opened.

Pio Pio may look like one of those swanky NYC restaurants that need a reservation, but it is not. One look at the menu and it screams comfort food. This isn’t a bad thing, as this limited selection was probably created to say “Hey, you came here to try out our kickass chicken”. And that indeed we did.

We ordered their signature chicken ($16!), and paired it with a serving of brown rice and beans, some fried bananas, and thinly sliced avocado on the side.

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Welcome to New York

New York, New York

New York, New York

I took this picture last Thursday while sitting in a soup kitchen on 51st and Lexington. The skyline was hazy, the wind blowing just hard enough to make all those umbrellas turn inside out. It was difficult to imagine that it was only half past four. It was New York’s way of saying — Hey man, this is the real deal.

If you look at my previous post, I sincerely hope that the big change in my geographic location counts as the “upward spiral” I have been waiting for. I am optimistic because of the loved ones I have left behind, my fat dog who I have had as my roommate for the past 5 years, and my friends who have managed to help me realize where I should be. I am doing this for all of them.

Most of all, I am doing this for my wife, who has had to endure several years of what you see in the picture above.

 

“Upward spirals; not circles.”

As I resume the activity on this blog, there are about a hundred things on my to-do list. Before I get into that, let me condense everything that has happened in the past few months. Since August, I have managed to get myself immersed in more work (what’s new?), take a much needed 2 week break (more on this later), and turn 31 (not ashamed at all to say it). So why write now? At 1:23 AM in the morning on a Monday? I am still up because I fell asleep for a few hours this afternoon.

Ask the people close to me, and they’ll tell you right away that I’m the type of person who doesn’t like a day to go to waste. If I had the flexibility, I’d want to eat breakfast at 5, be at the gym by 630, and at my desk by 9am, and be able to watch a movie by 6. Sadly, the traffic in Metro Manila makes this kind of schedule impossible. Instead, I am up by 430, at the office by 6, and off work by 430 at the latest. When people hear this, you’d usually hear “ano yan graveyard shift?”.

These people can call it what they want, but while they are still going after a deadline, I am already on my way home.

The main point of this post is this — growth isn’t only characterized by the job title that you have, or the places where you think you should be at, or the amount of money you should be getting paid. At the risk of sounding like some middle aged guidance counselor, growth can also be characterized by the time you have for your other passions. This can include sports, videogames, school, or whatever you think floats your boat. Some people even have to leave their current jobs just to find out how lucky they were.

If you think you are stuck, just keep this quote in mind. My wife Mariel got it from one of her Yoga instructors (who was just inspired by their studio’s move from the 2nd to the 3rd floor lol). You can also read about her experience here.

“It is when when we move around in circles and find ourselves in the same spot that we ask ourselves, ‘Why am I here again? Why is it that I never learn?’ When in fact, we’re actually moving in an upward spiral, not in circles; that when we end up in the same spot, we’ve actually gone one level up.”

If you’re one of the few who have managed to come back and check if I am still alive, well, here I am. Along with my nth blog theme change, I’ve also changed the secondary header of my blog to “So many sports, too few days in the week”. You have no idea how much I would like to define that phrase even further.

Please help feed my Labrador Retriever.

I know I know, it’s been a while since I last posted something. And here I am, coming up with an I-need-a-few-minutes-of-your-time post. You see, it’s a big challenge taking care of a dog that eats like there’s no tomorrow like Basti. When I got him more than 3 years ago, he could easily fit on a regular pillow.

Basti at 4 months

And now, he already looks bigger than me (and I’m 6’1).

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Gran Turismo 5 gets Final Release Date

After years of anticipation, the eventual release of a half baked (but sold out) Gran Turismo Prologue, the greatest driving game ever created is almost within our reach. I am just ecstatic, because aside from Kratos and Sack Boy, Gran Turismo 5 is the game that made me choose the PS3 over the Xbox360. Forza whut? Oh please. Although good, that game doesn’t deserve to be in the same sentence.

See complete details here.

Much criticism has always been heard regarding the volume of quality games that have been coming out for the PS3. With formerly exclusive franchises such as Resident Evil and Final Fantasy making their way to Microsoft’s gaming machine, including the recently announced Metal Gear Rising, Gran Turismo 5 for me, will be (pun intended) driving  most of the hardware and software sales this coming holiday season.

I used to see myself using this for GT5, but now I’m dreaming of this.

So many toys. Frak.

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The Silliest Lebron James Free Agent Pitch

Right on the heels of lebrontomavs.com and every other silly Lebron to the <insert team here> movement out there, comes Lebron to the Ginebra Kings sales pitch. Let’s face it, the PBA isn’t what is used to be, what with all the lopsided trades happening out there.

Besides, it’s perfect — The King as a Ginebra Gin King.

If you chanced upon this page and don’t know what the PBA is, it’s a professional basketball league in the Philippines.

Visit Hoopswallpapers.com for more.

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The Misguided Battle Against Used Game Sales

Not all games are like Little Big Planet

There was a time when I used to buy around 2-3 games a month. This was back in high school when I still relied on my trusty old Playstation (yep, the gray thingamajig that changed gaming forever). Aside from having the free time to play as much as I wanted, the games were just so damn cheap. Piracy just allowed middle class kids like me to purchase games on a monthly basis. And I didn’t even play or finish all of them.

Almost 10 years later, and I find myself in a different situation. Time no longer permits daily gaming sessions. One thing I’ve learned to value over the years however, is the amount of creativity, imagination, and work that goes into creating a videogame.

This is precisely the reason why:

  1. I no longer treat all videogames as racing games – In my first weekend with my first Playstation, I played Resident Evil for 10 straight hours. If the game normally takes 5 hours to finish, make sure you play it for 10. Treat every game that you play with the mindset that it’ll take a few years before anything like it comes out again.
  2. I now buy original games - Not that pirated software isn’t available for the Playstation 3. I chose this console because it had the exclusives I wanted to play. God of War 3 and the long delayed Gran Turismo 5 are on top of this list.

It is also because of these reasons that I am quite disturbed at some game publishers’ efforts to discourage reselling videogames.

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