NEW BOOK BARES INSIDE STORY ON CLASSIC PHILIPPINE AD CAMPAIGNS How was Ginebra San Miguels blockbuster ad campaign,

Inumin ng Tunay na Lalaki, created? How did Milo topple Ovaltine from market leadership? Why was Nino Muhlachs classic Grow Tall Little Man campaign so short-lived? Why is a visit to the rest room a great way to create a jingle? And how did Juan Liwag win a senatorial campaign using somebody elses voice? All these and more inside stories on classic advertising and marketing campaigns are revealed in the new book, How To Make A Benta Anecdotes, Lectures & Articles from the Advertising Wars, written by advertising veteran Greg B. Macabenta. Most books on advertising and marketing use case studies in the American setting. They are not always relevant to students and practitioners in a developing country. They also tend to make complex principles even more difficult to understand and apply. How To Make a Benta breaks that mold. Punning his own surname for the title of the book (it literally means to make a sale), Macabenta writes in a style laced with humor and packed with revealing insights drawn from campaigns that are considered classics in Philippine advertising and ethnic marketing in America. Macabenta is credited with ad campaigns that made market leaders of Nestls major brands, among them, Milo Olympic Energy, Nescafe Great Cities of the World, Milkmaid Grow Tall Little Man and Instant Nido Worlds Number One Child. In the U.S., he created the Wells Fargo ATM Remittance Account launch that won the 1996 Gold Effie for the most effective non-English campaign in the US, and devised the brilliant combination of TV advertising and community outreach that helped gain a 27% volume growth for San Miguel Beer. Spiced with intimate, insider anecdotes, How To Make a Benta is a virtual history of Philippine advertising over the past half century. It is a valuable resource for students of advertising and enjoyable reading for industry veterans. A key chapter is a primer on Public Relations, crisis PR, and the touchy topic of suppress relations. And for the adventurous and entrepreneurial, the book offers tips on breaking into the US market. Macabenta was CEO of Advertising & Marketing Associates (the forerunner of DDB Philippines), before immigrating to the US. For years, he personally serviced Nestl Philippines as creative director and account director. In the U.S., he set up his own ethnic ad agency, Minority Media Services, Inc., which serviced such major accounts as AT&T and Wells Fargo Bank. MMSI also helped launched GMA Pinoy TV in the U.S. Originally published in the US and available on Amazon.Com, Barnes & Noble and other online retailers, How To Make A Benta will soon be on the shelves of National Book Store and other major outlets in the Philippines.