Agencies, clients, production houses hold landmark industry event
~ R.A. 11996 rallies industries on collaboration, strengthening self-regulation, and professionalizing industry work
When it came, it fired on all cylinders. The 1st Joint GMM of Association of Accredited Advertising Agencies (4As-PH), Advertising Suppliers Association of the Philippines (ASAP), Commercial and Production Houses Group (CPHG) and Philippine Association of National Advertisers (PANA) last 29th of October at Shooting Gallery Studios saw an overflow of members from the four associations. The topic on hand? Republic Act No. 11996.
Behind the Scenes of Success, The Eddie Garcia Law, Production Best Practices, and Industry Collaboration featured panellists of the trusted and renowned industry veteran from the four associations who shared insights, presented challenges, and suggested solutions moving forward. The discussion was robust, based on first-hand knowledge and a deep-rooted understanding of and respect for the industry.
Speakers included: Bea Atienza, Marketing Director, Impactful Brand Experience of Colgate-Palmolive; Margot Torres, Managing Director of McDonald’s Philippines’ David Guerrero, Creative Chair of BBDO Guerrero; Emman Ordinanza, VP-Head of Integrated Media Team of Nestlé Philippines; Dennis Perez, Digital Marketing, Media and Commerce Lead, Beauty & Wellbeing Southeast Asia of Unilever; Roy Del Valle, Independent Producer and ASAP President; Perci Intalan, Entertainment Producers of the Phils and President of The Idea First Company; Steve Vesagas, Senior Broadcast Producer of Slingshot Manila; Paolo Villaluna, Film Director of Filmex and Director-General of Film Academy of the Philippines; Loyva Fernandez, Managing Partner of Planogram Events Inc.; and Jem Lim, Senior Broadcast Producer of Just Add Water.
Event hosts were Ricky Gonzales, Managing Partner of Over The Moon Communications and Madonna Tarrayo, President/CEO of UXS Inc. (Unitel/Straight Shooters), Chairman of ASAP and President of CPHG.
Also known as The Eddie Garcia Law is named after one of the country’s renowned names in cinema and television as actor, director and producer. Garcia, who in his heyday also had brand endorsements, tragically tripped on a cable during a production shoot in 2019—the catalyst to his untimely preventable demise.
R.A. 11996 aims to improve working conditions in the film and television industry, addressing issues like long hours, harassment, and economic exploitation. Signed into law by President Ferdinand Marcos Jr. in May 2024, and its implementing rules and regulations (IRR) signed by the Department of Labor and Employment Secretary Bienvenido Laguesma in September 2024. The law took effect October 2024.
The law has its implications on the advertising industry focused on the service providers and production teams represented by ASAP and CPHG, the producers and creatives represented by 4As, and the brand owners represented by PANA.
Key provisions include a 14-hour workday, a 60-hour workweek, and specific rules for out-of-town shoots and child labor. The law also covers advertising production, as some workers cross between advertising and entertainment industries. The meeting emphasizes the need for collaboration among stakeholders to ensure compliance and maintain a fair and respectful work environment.
Voices behind the success of this pioneer industry event include, Roy Del Valle, ASAP President, “We all have concerns that affect all our association in this little industry we call marketing communication. Many topics can be discussed in the hopes that there may be more constructive interaction between the organizations, and this is the only way to improve our situation.”
Mick Atienza, PANA President and concurrent Chair of the Ad Standards Council, says, “It’s nice to see industry organizations come together in the spirit of collaboration to discuss important matters that would potentially affect our ways of working.”
The leadership force behind R.A. 11996 IRRs as ASAP Chairperson and CPHG President, and industry representative, Madonna Tarrayo shares, “This is the first time that the main industry stakeholders have come together to discuss a topic relevant to everybody. Such provisions are relevant to our industry because we want to continue to work in a fair, healthy and respectful environment, and that includes the best practices and the conduct of business. For all of us to continue thriving, I think this needs to be a concerted effort, a collaborative effort of all the stakeholders in the advertising industry.”
One of the insights of the discussion came from Margot Torres, Managing Director of McDonald’s Philippines representing PANA. Torres called for need for better and widespread education and awareness about the new law, especially among clients and agencies, and for the industry, particularly the advertising associations, to take the more proactive role in educating and guiding all stakeholders on the new law and its implications.
While Torres shared her belief that ‘the Eddie Garcia Law was not exactly designed for the advertising industry because it does not consider that (the advertising industry) already has the discipline.’
She continued saying, “I think also as an industry, we believe in the principle of fairness. And I think we should embrace (inputs and work in collaboration), work as an industry, present proposals to DOLE Sec. Leguesma, so that he understands how, how it affects us.
Yes, we have the compliance in place, but we need to continue to embrace the discipline, we all believe in fairness.
We continue the education. And the most important is self-regulation. We have to continue to work together as an industry.”
Also representing PANA, Dennis Perez, Digital Marketing, Media and Commerce Lead of Unilever, shared the need for open communication and collaboration between production houses, agencies, and clients to navigate the changes brought about by the new law. Perez aired concerns on how the Eddie Garcia Law will affect costs, citing the need to have more flexibility and understanding from clients on the challenges production houses face in adapting to the new law, in terms of deadlines, costs, and operational changes—including how there are more options for advertisers provided by changes in digital technology and the use of creators for branded content.
Says Perez, “The law is there for safety and welfare, and generally everyone’s protection. But I think the economic implications of the law is something that we need to discuss. Cost will definitely be affected—what are possible and not possible—within the balance of what is affordable.
(Before, costs were not discussed during storyboarding), but I think now we need to be more conscious about those and should be discussed up front.”
From the 4As, representative David Guerrero, Creative Chairman of BBDO Guerrero, shared how agencies work hard to deliver for their clients, and suggested that the industry needs to ensure it has the right professional workers in place. Knowledgeable not just compliance with the new law, production people must be properly trained and equipped to handle the demands of production work, and about maintaining high standards and quality in the industry.
“This is where imagination is, and where all our dreams (grow) and ambitions unfold. We have to make the right scripts that can be built in. We have to write ideas that can come to life with the limited strengths that we have. So, it’s a challenge that when we work together can bring really important results.”
R.A. 11996 has already begun gaining industry attention. And, for a hardworking, intensely focused industry, it’s no other way but forward and upward without losing momentum. All said, it’s a discussion whose time has come.
As Teeny Gonzales, 4As President shared, “The joint GMM of the 4 major organizations of the Philippine marketing industry was a long time coming. The discussion on the Eddie Garcia law and its implications forced all of us to take a look at the way we worked and face some uncomfortable truths. But it was necessary and more than anything else, liberating. Because finally we were talking about it.
And the conversation has to keep going. Hopefully with the help of the task force, we will be able to follow-through with a definitive course of action. Hopefully too, the whole industry comes together to make it happen. For all our benefits.”
“‘How can one person actually change the landscape of the way we do production?’ Because it only takes one person for us to be able to infuse change or maybe spark a movement in any industry. And for our sake, it’s for the advertising production industry,” said Tarrayo.
