April 2009

Eye Askant

Governance and political campaigns from a marketing perspective.

 HOME I THE PROFESSOR I HIS COMPANY I HIS ADVOCACY I CONTACT HIM I SITEMAPHome.htmlhttp://www.estimacontent.com/estima/pozon.htmlhttp://www.estimacontent.comhttp://www.universitv.netmailto:vrpozon@estimacontent.com?subject=email%20subjectshapeimage_1_link_0shapeimage_1_link_1shapeimage_1_link_2shapeimage_1_link_3shapeimage_1_link_4

It is five in the morning, on a Sunday. And a slum district slowly wakes up. The cover of darkness is pulled, uncharitably, revealing squalor, dirt and disorder.

This is Manila, the capital of the country.

But just across the road is another world. There is a different smell, and air. An alertness.

The homes are old, these are not homes of the rich. But there is a busyness about the area. And order, and cleanliness. Security.

A few blocks away is the mayor, in a small anteroom of his home, and while it is Sunday, he has already gone through several piles of paperwork. Documents to sign. Or reject.

They are carted to him everyday, wherever he is. Today he has already given instructions, has already called, and roused several city officials from bed. All before breakfast. Before his morning jog.

Watching Jejomar C. Binay at work can make the very industrious look very lazy. Here is multitasking at its most impressive. The jog around the city is almost an alibi to stay in touch with his constituents.

With the premiere city of the country in his hands, there are to-dos that he has refused to let go of. If a letter is addressed to him, it will be read by him. If a constituent asks for a minute, even if unscheduled, he will get that minute. If someone dies in his city, Jejomar C. Binay will find time to visit.

Jejomar Binay is mayor of the city of Makati. Mayors, as with all local government officials, are seldom appreciated outside the boundaries of their cities.

A city is a country. The problems local government officials contend with are as grave as those that confront a national government. Makati, and the mayor, are faced with problems that bother countries, and presidents. Crime prevention, the garbage, drug addiction, infrastructure maintenance. Unemployment. The crisis.

While the mayor is loved -- even adored -- by constituents, his accomplishments are unheralded. Even unheard of.

A Great Product Sells Itself.

It is every advertising man’s dream: a product that sells itself, and the Mayor is that rare product. The campaign was launched to instill pride in Makati residents in celebration of its anniversary. But the work of his hands makes for an excellent advertisement for the mayor’s administrative skills.

The City is
a Country.

Insider look into the only 2010 presidential candidate with a track record in governance.

“Ganito kami sa Makati, Ganito sana sa buong bayan.” 
The mayor proves that the ideals of better social welfare, free education and healthcare are not impossible in a third world country. The ad was created for the city’s 339th anniversary, though it doubles as a listing of accomplishments of its much-loved mayor. Click on images to watch the commercial.http://www.youtube.com/watch?v=_2MqzxIihjc


About the Professor

In his 35 years in advertising, Professor Pozon has been been involved, in varying degrees, independently and as an agency man, with political campaigns.


Five straight days with the mayor -- shooting, interviewing, tagging along as he goes about governing the premiere city of the Philippines allows one intimate knowledge and understanding of the man who would be mayor of the country.