Philippine conglomerate mounts image campaign featuring employees' leisure time

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MANILA--Ayala Corp., one of the country's largest conglomerates, with interests in property, banking, food, telecommunications and utilities, has launched an unusual campaign for this market focusing on individual employees and their activities outside the company.

The intensive print ad campaign was created by Ogilvy & Mather Philippines and is valued at around $500,000, says Ayala Advertising Director Danny Gozo. The campaign will run for six months.

"The ads basically encourage people to have lives of their own outside of work. They make for well-rounded individuals that way," Gozo explains.

Each full-page ad features one employee with his huge photo and a two-line description of what he does. The ads show a whole spectrum of Ayala employees -- from top executives to the rank and file. There's one executive, for instance, who, aside from working for Ayala's real estate division, is also a ballet dancer. Another employee is a mountaineer; one is a sign language teacher and another a chess master.

"We wanted to put a face behind the corporate name because Ayala has no human face. It is always seen as a conglomerate. But our strength has always been with our people," he says.

The company will run a separate campaign for the international market, Gozo adds.

Copyright August 1999, Crain Communications Inc.

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