ESTIMA INC.

Content is consent

I.

Background of the Company

Estima Content allows marketers to explore the limits of content, 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. The Estima
team combines extensive marketing, advertising, broadcasting, sales and production
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.
Estima Content provides clients with customized brand-driven content (edutainment,
branded entertainment, however you prefer to call this new form of marketing), or
programming designed to create consent for a product in the mind of the consumer in
an entertaining and sincere manner.

Lean-forward viewing
Usually, the TV set is turned on and left as background music as people go about their
rituals.
A good branded content vehicle like Hapinas! has creates an alternative atmosphere.
For 30 minutes, the country is laughing, guffawing even.
The program is watched -- a lean-forward viewing experience.
The program, which was designed to help a country laugh during a particularly difficult
time, created branded content segments for many sponsors -- KFC, Children's Clusivol,
Stresstabs, Robitussin, among others.

II.

A. Organizational Structure

Vincent Puzon
Chairman
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. Adformatix growth was
enviable. It soon became 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 successes. He also became known for aberrant work (e.g., Promils Gifted
Child, Clusivols Bawal Magkasakit). He created Mom's Radio, a much-acclaimed
branded content 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 Economics by the University of
Asia & the Pacific pending completion of his thesis.
Gema Gochuico
Chief Executive Officer
Gemas well-rounded background has prepared her to be a Slasher*: She had stints
with Batibot World of Children and ABS-CBN, and as public relations officer for Days
Hotel Philippines. At DCM Advertising, she was account manager on Disney and
Eastern Telecoms. She then moved to Probe Productions as public relations
manager for Gameplan, 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 under her
charge into a profitable below-the-line and content company. While she was behind

the camera throughout her career, she is today a LifeGuide on UniversiTVs daily TV
program with the same name counseling students. Gema has double majors in
Speech Communications and Broadcasting from the University of the Philippines.

TELEVSION, EVENTS, SALES, MUSIC

Ricky Sy
Production Manager
Before joining Estima Content, Ricky was Production Manager at Gerry Geronimo
Productions, handling the operation of the Mommy Academy television program. And
since the show frequently 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 consummate 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 responsible 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 Hapinas, the
daily morning man-on-the-street comedy show airing on QTV. Ricky is a Far Eastern
University Bachelor of Science in Fine Arts, Majoring in Advertising.
CONCERTS, EVENTS, DANCE, YOUTH
Doreen Refuerzo
Assistant to the CEO
Doreen is the companys 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 marketing
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 companyfor-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 churchs dance ministry. Doreen was graduated by the University of Santo Tomas
a Bachelor of Communication Arts.

ADS, BILLBOARDS, VIDEOS

Regie Capistrano
Creative

Regie is a slasher at home with stills or video. His credentials include being a graphics
artist and video editor for Mommy Academy, for both the television program and their
numerous events; a creative director of infomercials and wedding videos; a graphic
designer for a design studio. His craft has earned him the LinkTV Choice Award and
Special Mention at the Royal Elastics graffiti contest. Regie continues to grow as an
artist, contributed significantly to UniversiTV, Moms Radio, and to Estima, the mother
company. Reginald was graduated a Bachelor of Science in Fine Arts, majoring in
Advertising from the Far Eastern University.
Antz Saguid
Creative

When it comes to television production, Antz knows behind-the-camera terrain very well.
He is a Slasher*: he has been a director, production manager, editor, creative
consultant, producer, graphic artist and account manager. Antz has handled projects for
Creative Programs, Inc., ABS-CBN, Alta Productions, Inc., a GMA subsidiary, Mommy
Academy, and Timeline Digital Productions, among others. Antz combines his
impressive professional background with a positive working attitude. A team player, Antz

brings an infectious can-do spirit to the office or shoot. UniversiTVs very difficult threehour daily program Chopsuey was on his shoulders. Anthony was graduated by the Far
Eastern University as a Bachelor of the Arts with a degree in Mass Communication.
Tanya Olarte
Creative
Tanya is reliability personified. She has campaigns for RiteMED, Maxvit, Equal, Bayer,
Clover, and many others including the campaign to elect Jojo Binay as vice president

behind

her.

Like many of the people in Estima, her expertise and experience are not limited to one
discipline: she was a writer for Gerry Geronimo's 'Ating Alamin' and 'Mommy Academy',
and UniversiTV's television programs; she conceptualizes and writes the events and
activations managed by the company. Tanya was graduated by the De La Salle
University with a degree in Communication Arts, a dean's lister several times over.

Peter Araza
Creative

Peter is a Slasher* by job description. Aside from being responsible for how everybody
looks on television, he is the man to go to for event logistics and management. He
started his career as a public relations man at Ican Productions, moved on to handle,
produce, choreograph and/or direct events and fashion shows. At Real Illusions and
later at Segue Productions, he would be director, producer, production manager or
simply assistant to the president on events that have taken him all over the country. On
the few weekends that he is free, Peter is a gentleman farmer and a Sagip Kalinga
supporter, teaching out-of-school children how to read. He was graduated by the
Colegio del Sagrado Corazon de Jesus in Ilo-ilo City with a degree in Hotel and
Restaurant Management.

Erwin Trivio
Creative

Erwin brings to the table extensive experience in advertising and design

work. He was a visualizer at Multiventures Direct Response, an art
director at Communicon, Adformatix, Dentsu, and Young & Rubicam, a
senior art director at Harrison Communications. Past successes runs the gamut:
Nissan, Wyeth (Promil), Whitehall (Centrum, Clusivol, Robitussin, Advil), Sony, Unilab,
San Miguel (Gold Eagle Beer), Globe, Jack n Jill snacks, Ayala Land. Erwin is a product
of the University of Santo Tomas and the Technological University of the Philippines,
graduating with a Fine Arts degree.

Ralajean Semira
Accounts

As a student, Rala had her on-the-job training at Estima, and, even then, the Company
already wanted her in and waited for her to graduate.
She handles the day-to-day management of some of Estimas important accounts, and,
already, she has several successful advertising
campaigns behind her.
Always in the Deans List and Honors Circle, and
perennial class representative, Rala was graduated a
Bachelor of the Arts with a degree in Mass
Communications cum laude by St. Scholasticas College
Manila.

Klarisse Talacay
Accounts
Klarisse has achieved much for her young age. She worked for a CGI outfit and brings
to the Company a healthy work ethic and experience in handling high-visibility events
like the Hildegarde Awards, the countrys annual salute to women of worth. She joins
the Estima family with award-winning public service ads and documentaries in her
portfolio.
Klarisse was graduated a Bachelor of the Arts with a degree in Mass Communications
by St. Scholasticas College Manila.
B. List of advertisers and Their Notable Promotional campaign

III.

Background of Direct Competitor

FCB MANILA
We are advertising and marketing solutionists, with one simple goal: to create
communications that change behavior. FCB Manila handles brands for major Philippine
and multinational corporations, such as SMART Communications, PLDT, the SM Group,
Asia Brewery, Inc., Dole Philippines, Mondelez, and Nivea. In 2011, DigitalFCB was
launched, to serve the growing need of clients for web and mobile solutions. FCB
Manila and DigitalFCB ,along with Weber Shandwick Philippines and Stargate
Publications, are part of the MFCB Group. 2000 Established, 83+Staff Members, 35
Average Age, 4+ Languages Spoken.

a. Organizational Structure

B. list of Advertisers and their notable promotional campaign