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Q1: Before your retirement, you were associated with having mastery of the ‘masa’ market with strong gut feel but based on consumer pulse. It helps that I was a short story writer with sharp observations and skill to replicate deep emotions and the idioms of the masa. While confronting brand issues in advertising, I found myself serendipitous in unearthing consumer insights. I am very personal and experiential when I eyeball with my imagined consumer, usually a living breathing individual, not a generic one.
Q2: You were brought up to buy fresh goods at the wet market, with no preconceived menu to cook for the day. It’s when I have simplified brand opportunities in human terms that I embark on a psychological trip in the realm of consumer insight. Palmolive’s “I can feel it” jettisoned an old-fashioned hometown girl into the frenzy of urban hip-hop.
Q3: From number 34, your former agency, Basic Advertising became number 1 in advertising billing. On phenomenal agency growth and classic campaign, it was clear for me from day one that we wanted to be known as the masa agency for masa brands. Our earliest homeruns were “Lalaking Disente” which saved Three Flowers pomade from being killed. We invited our peers in creative to join our bandwagon: Nonoy Gallardo, Telly Bernardo, Albert Grupe, myself and Tony Mercado. We established Basic Ad School for our recruitment program and we harvested the best and the brightest. We were always hitting homeruns: Development Bank of the Philippines’ “Palabra de Honor” and “Katapatan”. Q5: There has been many criticisms of the business model of advertising where revenues mostly come from pushing TV to the detriment of some clients.
As long as the TV set is in the sala of the masa home to provide daily entertainment, as long as the masa housewife buys her needs in the wet market, as long as the sari-sari store is doing good business in masa neighborhood, TV will continue to do brisk business with commercials.

But only commercial TV can drive mainstream household needs; food and beverage, personal care products and over the counter medicines which are budgeted daily or sold in “tingi”. DBP’s crony bank image was reformed by promoting “Delicadeza” and “Palabra de Honor” as a national transformative vision after Edsa Revolution. Lower priced flank brands trying to establish shares for alternate usage or steal market shares from the big market leaders are difficult to swing. Such was our experience when we handled Asia Breweries’ Beer na Beer and before that, Gold Eagle Beer for San Miguel.
Icons (including Napoleon Bonaparte and Alexander the Great) ultimately end up in the dustbin of history. I’ll be happy to be remembered as the promdi who made the biggest “tsamba” in advertising when he wrote “Langhap-Sarap” beneath the Jollibee logo some 40 years ago. Bestselling author Josiah Go is the Chairman and Chief Marketing Strategist of Mansmith and Fielders, Inc. Your use of this website constitutes acknowledgement and acceptance of our Terms & Conditions.
Media StrategyQ Advertising specialises in media strategy and planning by exploring all aspects of the client’s business. AutomotiveThe QA Auto team is a group of advertising, marketing and media professionals dedicated to supporting the broad Australian automotive industry. Public RelationsPublic Relations services to clients ranging from large multinationals through to small businesses. Digital Marketing We can help you with all your Digital Marketing for small and big businesses alike. MarketingQ Advertising utilise its collective expertise in Advertising, Marketing, PR and Online. National Reach Q Advertising’s presence and client base is spread across Australia, from Cairns in North QLD to Sydney, Melbourne, Adelaide and the Sunshine Coast.Discover our clientsFull Service AgencyFrom local area to national media strategy and planning, Q Advertising have all of your advertising and marketing needs covered.
Our experienced team offers a full range of services including media strategy and buying, creative development, digital marketing, public relations and full campaign strategy and delivery.
Our client base extends from local to national and international brands such as Jetts Fitness, Yamaha, Essilor, Transition Lenses, Slater and Gordon and Audi.

Q Advertising is an independent national advertising agency focusing on media strategy and planning, media buying, public relations, marketing, creative development, and digital marketing.
Bam Aquino Fe Perez-Agudo Eugene Go Blen Fernando Benjamin Liuson Jet Parma Defense Marketing Queenie Cua Chad Sotelo Edwin Totanes Simplicio Umali Digital and Social Media Marketing Abe Olandres Nicolas Boldt Vince Golangco Donald Lim Ed Mapa Janice Villanueva Insighting Issa Baron Poch Cid Gary de Ocampo Ned Roberto International Marketing Dennis Balajadia Jet Parma Market Driving Strategy Lisa Gokongwei Rossana Llenado Benjamin Liuson Mary Ann Sayoc Edwin Totanes Manny Tuazon Marketing Strategy Hermawan Kartajaya Margot Torres Pinky Yee Niche marketing Neil Gosingtian Klink Ang Walter Co Kerwin Tansekiao Alvin Tan Political Marketing Josiah Go Yoly Villanueva-Ong Greg Garcia Service Marketing David Bernand Manny Blas Yayu Javier Fred Mison Q&A fresh grad Young Market Master Awards Jonathan Yabut Dr. Sarsi’s “Angat sa iba” an old low-priced soda sold in the periphery was transported in to the chic realm of modern art and beat of fusion music. Duty Free’s “Babalik ka rin” were big image revamp (DBP) and record breaking sales “Babalik ka rin” for OFW arrival market. We resigned good accounts to gain entry into big accounts like San Miguel Brewery and we did. Use your small budget at point of contact or go straight to the consumer or use the internet. Car companies recall defective models and do the repairs for free including the replacement of defective parts. Our PLDT campaign on long distance call to alleviate homesickness did not dwell on PLDT’s insufficiency in installing more phones in the 70’s, but got good reviews.
What were some hard-to-forget marketing or business failures which you can share to our young readers and what are some lessons you have learned from them? The best that flank beer brands can do is to exist sporadically at few odd places, never hitting the mainstream market. Nol Montalbo Darlyn Ty Edgar Sia II Dexter Chee Ah Anson Dichaves Chad Sotelo Pam Tiu Takai Earl Valencia Q&A Fresh Grad Mansmith Market Masters Awards Didith Morales Margot Torres Retail Marketing Anson Dichaves Katsumi Kubota Winston Lim John Henri Lhuillier Victor Paterno Sabrina Uy Frances Yu PRA Turnaround Marketing Pet Bautista Malu Dy Buncio Riza Mantaring Donnie Tantoco Advocacy Chiqui Escareal-Go Entrepreneurship Family Business Issues Sarah Roxas-Wage Adeline Ang-Te Walter Lim Josh Baron Gonzalo Co It Andrea Lorenzana Donnie Tantoco Entrepreneurship Abe Olandres Neil Gosingtian Dr. In your experience, can you share best practices for getting big ideas and how to communicate them across to get home runs no less? Q Advertising is a national advertising agency assisting clients of all sizes to achieve their individual business goals.

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