It hogged the headlines and television newscasts—and set social media on fire—this past week. With scores of netizens joining the fray, and Cebu City’s local executives rushing to the defense of the embattled DOT Secretary. Know more:
IT hogged the headlines and television newscasts—and set social media on fire—this past week. With scores of netizens joining the fray, and Cebu City’s local executives rushing to the defense of the embattled DOT Secretary, a good friend/editor asked me if I could write about the raging issue for this column.
When I asked if anyone wanted to comment about this hot new controversy, most of them begged off, wary of how doing so could compromise their current work with government agencies—and a few were unwilling to make it any worse for the parties involved. It was highly understandable; after all, we all work and move in the local advertising and communications circuit and it could have easily been one of us who was embroiled in the tricky situation.
Aside from agreeing that “It’s more fun in the Philippines,” I also associate it with a very good friend, former Tourism Secretary Mon Jimenez, whom I and our entire industry still miss so much. I was fortunate to have worked with Mon during our early years in advertising, during which time I noted his fine character and creativity, and his impeccable work ethic. Like others who knew him, I considered his stint as head of the Department of Tourism as a great personal service to the country.
Looking at how this new campaign panned out and how it was obviously mismanaged, my impression is based on what I saw and gathered from the news and other comments of lawmakers and some observers. I believe that there has to be joint accountability between client and agency. Roles have to be clear—the client approves every step in the process and the agency produces based on the clients’ needs, standards and ethics.
As a Client, I have always scrutinized every detail and every frame but I always ask questions to ensure respect for intellectual property. Before giving final approval, I also make sure that those concerned have been heard, knowing fully that every single detail tells the right story of the institution I represent and impacts on the reputation and authenticity of the institution.
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