ASMPH Marketing Forum MED.IA: Mr. John Lucas of Tribal DDB Philippines PART 1/3

ASMPH 1st Marketing Forum entitled MED.IA: Medicine in Advertising was held on July 21, 2010 in Barcelon Auditorium, The Medical City. It featured speakers from different sectors to discuss how it is important to market health through media.

Mr. John Lucas of Tribal DDB Philippines represented the sector in advertising agencies

In order to cope with today's technological advancements, it is foremost to develop strategies to utilize and maximize marketing through newer forms of media. Mr. John T. Lucas, Managing Director of Tribal DDB Philippines, will share over 20 years of his experience in insights-based planning and brand building. With his expertise in strategic management and product development, including that of Ginebra San Miguel, Block and White, and Talk N' Text-- to name a few-- his talk will offer results-driven planning discipline in building brands in the digital era.

Mr. John T. Lucas, the Managing Director of Tribal DDB Philippines, started his career with the biggest local advertising agency—the Philippine Advertising Counselors (PAC). He handled key brands, such as Magnolia and Gold Eagle beer, of San Miguel Corporation, the country's largest food and Beverage Company.

He then joined BateyAds to handle Singapore Airlines and to lead the agency's new business development team. In 3 years, he and his new business team acquired major accounts including Anchor® Butter, Magnolia Fresh and Flavored Milks, Extelcom (Telco), Block & White Skin Whitening Lotion, HSBC, and Duty Free Philippines.

He moved to Image Dimensions to handle the second biggest bank in the country, Bank of the Philippine Islands, as well as, the biggest local liquor Brand—Ginebra San Miguel. Here, he handled the strategic planning for GinebraSan Miguel's most successful campaign, "Barangay Ginebra (GinebraCommunity)". The campaign helped sell over 32 million cases in one year.

In Draftfcb, Mr. Lucas was, again, tasked to lead the development of a new brand of essence for Smart Communications' value brand, "Talk N' Text". His recommended positioning and the creative campaign produced for the brand helped expand the brand's subscriber base from 5M to 12 M in 2 years.

Category:

Education

Tags:

• ASMPH
• MED.IA
• Marketing Forum
• Tribal DDB
• media
• medicine
• health
• marketing