Brands and media vendors are off to a quick start this week the return to work last January 4, 2016. As 2015 whizzed by, some of the strategic planning duties were postponed to this January.
Yet, I wonder how many brands or media vendors will actually do their strategic planning correctly - that is with the basis of reputable knowledge on the fast changing media landscape. Without that, strategic planning may be an exercise in futility. It's like going to war without a prior reconnaissance mission.
Needless to say, the annual
planning process plays an essential role. In addition to formulating at
least some elements of a company’s strategy for the next 12 to 18
months, the process results in a budget, which establishes the resource
allocation map; sets financial, operating, and marketing targets, and
aligns the management team on its strategic priorities. The operative
question now is as companies go for the preparation of the strategic
planning event, how can they plan properly for the brands they are
pushing and the markets they are trying to conquer if they don't begin
with understanding the media habits of their target audience and
This is where the input of three people come in. Gabs Buluran, Jay Bautista, and yours truly, Lloyd Tronco.
Last year was an interesting year because the three of us saw invitations to join strategic planning meetings to lay the groundwork in terms of giving an appraisal of the media landscape.
Here are our profiles in the event you need any help:
1) Gabriel V. Buluran
Kantar Media Philippines
has close to 25 years experience in Media and Market Research,
designing studies, managing data collection, and panel homes and data
He is currently managing the Client Servicing Team
and National TV Audience Measurement (TV Ratings) Service in Mega
Manila, Urban and Rural Philippines, where he is responsible for the
overall management and direction of Kantar. He launched Kantar Media
Philippines’ Radio Audience Measurement Service for KBP and the Radio
Research Council in 2013 and developed the first Internet Audience
Measurement Service for the Philippines 2014.
Kantar Media Philippines, Gabriel worked with ACNielsen Philippines. He
joined the company as Associate Director of Nielsen Media Research, then
went on to become the Director for Customized Research Operations.
Gabriel earned his degree in Bachelor of Arts major in Philosophy from Ateneo de Manila University.
2) Lloyd Tronco
Executive Director, Philippine Center
for Out-of-Home Media Research and Science (PhilCourse)
Tronco is a stalwart in outdoor advertising in the Philippines. His
first brush with outdoor advertising and Out-Of-Home media, started 30
years ago having grown up in a family business which provided billboard
space in the Visayas and Mindanao. Having worked his way up in the
family business, he became the General Manager of Tronco Advertising
which is based in Bacolod by 1994.
In 2001, when Out-Of-Home
media began gaining popularity in the Philippines due to the advent of
digital tarpaulin printing, Lloyd Tronco was hired by McCann Erickson
Philippines’ media unit, UniversalMcCann to be part of a team
specializing in out-of-home media. At UniversalMcCann, he handled the
Out-Of-Home media requirements of the agency including that of
Coca-Cola, Cathay Pacific, Mastercard, and Globe Telecom, until early
Following the stint with UniversalMcCann, he set up a
consultancy which developed the business of OOH media vendors and at the
same time serving the Out-Of-Home media needs of various media
3) Jay Bautista
Strategic Consumer and Media Incites
is currently the General Manager of Strategic and Consumer Incites,
Inc. (SCMI) which is a market and media research Start-up Company.
to setting up his own company, he was Managing Director for Media at
The Nielsen Company where he spent 19 years honing his skills in media
research particularly in the field of advertising information and
audience measurement covering traditional media (TV, Print, Radio,
Cinema, Out of Home) and digital media (online and mobile).
currently a director of the Marketing and Opinion Research Society of
the Philippines (MORES) where he was past President (2010) and co-chair
of the Digital Measurement Board (DMB) of the Internet and Mobile
Marketing Association of the Philippines (IMMAP) to which he served as
director in 2013.
Jay earned his degree in AB Communication Arts
from the Ateneo de Manila University and a Master’s in Business
Administration degree from the University of the Philippines.
You may email firstname.lastname@example.org in the event you would want to know more information.