LEADER, VISIONARY, TEACHER, WRITER, AND PART-TIME COMIC RELIEF.

My first experience as ECD probably started when I was around 10 years old. You see, I am the eldest to

three brothers and one sister. Back then I would appoint one a specific task like tidying up the toy drawers, cleaning the

crayon-drawn walls or helping sweep the bedroom.

Being born with this “leadership” came with its perks. And a price. Yes I would be the first to receive Christmas

gifts and be the first to choose candy, but it also came with its responsibilities. Not wanting me to grow up a spoiled brat, my Grandma Chabeng made sure

I know what it meant to be the eldest. One of the things she taught me was if

two kids fought, it was always the elder one that would get scolded.

Unfair at that time. But now I see the beauty of what she was trying to instill in me. From countless times

I spent my head bowed down in humility in front of her, I learned the values of responsibility,

understanding and patience for those who are younger and less experienced in life.

A lesson I still keep to this day.

HELLO. I’M NOEL. CURRENTLY ECD, DENTSU PHILIPPINES

 In high school, I led the junior librarians book club and was Executive Officer in our cadet training

program where my duties included supervising 60 cadets. After school hours,

I headed a group called “KISS”. Yes we took after that popular glam rock band from the 70s.

At the University of the Philippines, where I finished with a degree in

Communication Arts, I was an active officer in both academic and non-academic organizations. I was a leader in my Communication Arts

group as well as leader in my fraternity. I designed posters and even played roles in theatrical productions at the university. Little did I know

that those acting stints would come in handy later on during presentations!

LIKE MICROSOFT, A CHANCE TO EXCELLIKE MICROSOFT, A CHANCE TO EXCEL

 I started with the Manila office of Batey Advertising as a junior writer. Batey was an agency based in Singapore and is credited for launching the iconic

Singapore Girl campaign of Singapore Airlines. Just like George Washington here, I was given the chance to lead when I headed the local effort to help pitch for the

regional Mercedes Benz account. We won the account.

Next stop was Lowe. Here I handled Axe deodorant, Honda cars and headed the pitch group for Philippine Airlines, the country’s national carrier. We won the account.

Next was Mccann-Erickson where I handled the Coke brand and fastfood giant, Jollibee, which is the local counterpart of

McDonald’s. If you get the chance, try the Jollibee spaghetti. You might find it sweet given the penchant for sweet things by the

Filipinos. And I can definitely attest to that!

Then things started happening big time when I was invited to join Publicis JimenezBasic, the Philippines’ largest agency. In a matter of a couple years

I made an anti-diarrhea medicine, a budget airline, Greenwich Pizza, a quick service restaurant; Meralco, a public utilities company; Monde, a snack brand; and a liquor brand, become number one brands in their respective categories. It was because of

these accomplishments that I was promoted to ACD then quickly to Creative Director.

WHEN I STARTED LOSING HAIR, AKA WORK HISTORY

Of all the work I’ve done at Publicis, the centerpiece would be the work done for local client Greenwich Pizza.

I remember clearly the day the client gave me the marching orders for his brand. He wanted the campaigns to be as popular as that of

the local McDonald’s, which at that time was setting the standard for QSR advertising for the past five years.

It was a huge task and there were plenty of obstacles. The brand was regarded as uncool, cheap, and old. With the new menu and store designs still months away,

the agency’s mission was to right away overhaul the brand image. I was given 2 months to accomplish this.

When I heard what the clients wanted I remember the cold hands I got and drifted to a semi-trance where I saw an imposing image of Mt. Everest in front of me.

Like Sir Edmund Hillary, I knew I couldn’t conquer “Mt Everest” alone. I needed a sherpa. In this case lots of sherpas.

So I banded together a group of people whom I knew had the potential. It was an interesting mix of three shy art directors, one over-excited writer,

an art director who comes up with incredible excuses for being late, one love struck strat planner, a carefree account manager

and an account supervisor/band manager.

As the leader of the group, I made sure they had clear directions, that things were aligned with the brief, and that ideas and executions

were are their most exciting stage. Most of all I made sure there was a constant supply of chocolates on the table.

 The result?

We created a campaign that was an immediate hit. Just hours after the airing of the first TV commercial, people were talking about it and shared the commercials on social media sites.

Not surprisingly, the client wanted more. And the challenge to each brief thereon was to surpass the previous campaign’s success.

And we accomplished just that.

Campaign after campaign, Greenwich advertising easily became part of popular culture. The campaign lines were echoed by countless Filipinos

and our TV commercials spoofed to no end.

In 2 years, and this according to reliable sources, Greenwich advertising had become the benchmark

for all McDonald’s advertising.

Soon, new and existing clients were clamoring to have the same mass appeal of Greenwich advertising. But clients and competitive brands weren’t the only ones

who noticed our campaigns. Trade magazines, newspaper editors, and industry peers also took notice. Even local politicians movies got in the picture by using

our various campaign catch phrases in their speeches.

We gave interviews, got our campaigns featured as case studies, even the client got a promotion out of this. And somewhere along the way, we gave Publicis something it has not tasted for a long, long time – awards.

I had conquered Mt. Everest.

WE FOUGHT HARD.

WE HAD FUN.

THEN WE BECAME

THE NEW RULERS.

 But it was time to say au revoir. Another agency had sought my help. I left the French-owned agency and said konnichiwa to a new agency.

If I faced Mt. Everest in my previous agency, at Dentsu I had Mt. Fuji to conquer.

Upon arriving I found the creative in disarray, the staff divided, and lacking in direction. Nothing was holding it together. It was like tuna sushi

without the seaweed wrapper.

I had to let go of some staff and hired people who I knew were right for the job.

I established a vision for the department and set goals for each team member and for the group as

a whole. In just a little over a year since taking over, I have somehow put the agency in the

local creative map from virtually nowhere.

Under my leadership, the agency has won more local awards and for the first time, received

international awards and recognition. In 2012, Dentsu Philippines became one of the most

awarded offices outside Dentsu Japan.

Philippines:Philippine Advertising Congress Awards

Creative Guild Kidlat AwardsAdobo Ad of the month Awards

International:London International Awards

New York FestivalsAd Stars

Spikes Asia

LIKE HIM WE WON BIG IN 2012

Work that I believe in. Work that will work.

My people.

Caffe lattes for everyone working at 2 am.

Ideas of young people.

Initiative work.

A balance of creative awards and good business results.

ASIDE FROM THE WOMAN I LOVE, HERE ARE SOME OTHER THINGS I FIGHT FOR...

ASIDE FROM THE WOMAN I LOVE, HERE ARE SOME OTHER THINGS I FIGHT FOR...

SAMPLE WORKS(PLEASE CLICK ON THE LINKS TO VIEW TVCS)

http://www.youtube.com/watch?v=1PcrmjPqirY

http://www.youtube.com/watch?v=5Z0hI78f7HQ

http://www.youtube.com/watch?v=e3YyquFggVA

http://www.youtube.com/watch?v=sxO8-0ioFfM

http://www.youtube.com/watch?v=sxO8-0ioFfM

http://www.youtube.com/watch?v=p4aoz7IVXIc

http://www.youtube.com/watch?v=f-3q6YiEWso&list=UUBCp0q9VEvARln4NQ9IcFPw&index=19

http://www.youtube.com/watch?v=8774MBQ6uLU

http://www.youtube.com/watch?v=0VgOnw-4smk

CASE STUDIES

http://www.youtube.com/watch?v=oMvLVy5WdyI

(PLEASE CLICK ON THE LINK TO VIEW CASE STUDY VIDEO)

HOW TO GET IN TOUCH

NOEL K. SAN JUANMobile: +639178121469Email: noelsanjuan@yahoo.comSKYPE: noel.sanjuan1tumblr: http://noelsanjuan.tumblr.com/