J&J’s Norriega and Arcilla on Going to Cannes, and going for the Gold
This year’s Team PANA Philippines going to the 2013 Cannes Lions International Festival of Creativity is Johnson & Johnson’s tandem Assistant Brand Managers Roz Norriega and Nikka Arcilla.
Johnson & Johnson has consistently participated at the annual PANA Brand Camp since its inception in 2010. Last year, the company’s Derek Sotto and Justine Gaurino also won at the event.
Team PANA Philippines’ Norriega and Arcilla share their thoughts on representing the Philippines, and their determination to succeed.
- After the initial disappointment, during the competition, that the Cannes Lions was off for this year, you two finally get the chance to compete. How did you react when you got the news?When we got the news, we were literally jumping up and down because we had been praying for this for about a month already. Our officemates, friends, and families were just as excited and very supportive. As thrilled as we are, we also feel pressured since we have big footsteps to follow from the previous Philippines teams who performed very well in Cannes. We are determined however, to bring home the bacon and bag another win for the country.
- How can your AdFest experience help in preparing you for Cannes Lions, if at all?We didn’t actually go to AdFest due to its unfortunate cancellation, however, the training from Brand Camp and the mentoring sessions afterwards will still prove useful in Cannes. Perhaps the most useful skill we learned from the trainings was clarity of thought. We were able to hone this through the mentors’ guidance in distilling a compelling insight, identifying the right problem, ensuring that the creative solution answers the problem, and studying best practices.
- How are you preparing for Cannes Lions?Strategically, we’re doing more of what was taught to us during the trainings, as well as practicing by retro-writing briefs. This should be able to further hone clarity of thought in terms of identifying the right problem and the right creative solution to address the problem. Tactically, we also need to think about and know our unique cultural advantages as Filipinos. This will help us stand out and purposively differentiate ourselves from the competition.
- Thoughts from the 2013 Team PANA PhilippinesHistorically, the Philippines has performed very well in Cannes. This is a testament to how globally competitive the Filipino marketer is. In the coming years, we hope to see more attention placed on Cannes and the successes of Filipino marketers on a global scale.Last but certainly not least, we’re very grateful to Johnson & Johnson Philippines for entrusting us young marketers to represent the company in PANA’s Brand Camp. On the same note, we are extremely thankful to PANA for fully supporting us as we represent the country.