Guam Business Magazine Staff
It takes a lot of effort for designers in marketing to determine what concepts, emotions and colors work well to catch the consumer’s eye. For 2022’s advertisements, Guam Business Magazine sought insight from the creators of some of the most engaging ads to grace our publication pages.
Putting customers first, the individuals and teams behind the following ads were aiming to illustrate all the elements that their audience can relate to and empathize with. Here are the ads from 2022 that hit the spot.
Published in Marianas Business Journal, January and
Guam Business Magazine, January/February
Published in Marianas Business Journal, July and Guam Business Magazine, January/February
Published in Marianas Business Journal
May, July and August
Published in Marianas Business Journal, October and Guam Business Magazine, May/June
Published in Guam Business Magazine,
May/June and November/December
Published in Marianas Business Journal,
March and May
March/April issue of Guam Business Magazine
Novem Gimoto is a graphic designer with GTA. She has worked in design and marketing for eight years and has been with GTA for more than two years.
She says the GTA ad had a defined target market.
“The audience we were trying to reach for this ad are business owners that are in need of security to prevent the owner’s or client’s information from being stolen.
“Starting a business is stressful for many owners,” Gimoto says.
“One wrong click could be a fatal blow to the business and information is lost. The message we are trying to portray is that GTA has the tools, services, and the team to support businesses and allow them to thrive.”
The overall message is one of “peace of mind, business protection and assistance,” she says.
The ad was designed to give clarity to the message and be informative to a wide audience.
Gimoto says branding is as important as consistency when it comes to marketing — a professional attitude GTA incorporates across the board in its ads.
“A good quality advertisement has to be cohesive from one campaign to another, making it memorable to consumers and attracting potential customers,” she says.
Bank of Guam
December issue of Marianas Business Journal
Audrey R. Diaz, creative manager with Bank of Guam has been in the design field for more than 10 years. Mia C. O’Mallan, content Manager with the bank has been in the marketing field for more than five years.
Together, the pair of professionals produced the eye-catching ad that appeared in Guam Business Magazine.
The ad was conceived to appeal to a particular demographic, they say. “With this specific ad, we were targeting parents with young children. With the use of photography and copy, we wanted to speak to those who needed some help that a personal loan could provide. “
The ad’s appeal stretches across generations, and a general appeal is underscored by Bank of Guam’s message and its strategy.
“Through this ad and a lot of our communications, we always emphasize that we are here to help, the pair say. “The bank was founded on the mission to help the people in the community through financial services and this is just one way we’re doing it — by providing loans when and whatever they need it for.”
The pair also bring a personal perspective to the ad.
“As mothers, we understand that Christmas can be a stressful time for everyone. We’re running around and checking off lists, trying to make the holidays a special time for the family. But it’s in that moment, specifically Christmas morning, where you see that smile on your child’s face that makes it all worth it.”
“We wanted readers to know that we understand. We’re right there with them, going through both the mental and physical checklists, and we’re here to help,” they say.
As to heading into a marketing project, Diaz and O’Mallan say there are two other influences that help focus their thoughts.
“When concepting and designing ads, we always strive for quality and a uniqueness that is specific to Bank of Guam. Being from a small island that gets media from all corners of the world, we don’t often see our faces in media. So, when we can feature the faces of our people, we take it because we know the magic in representation.”
May/June issue of Guam Business Magazine
Naomi F. Prangan and Alejandro Rosario-Cruz are graphic designers with the marketing department of Atkins Kroll Inc. Collectively, they have been working with Atkins Kroll for three years.
Whose eyes they intended to catch with the ad in Guam Busine Magazine was clearly identified.
“Our target audience for this particular ad were BMW owners and consumers interested in luxury sport utility vehicles. The BMW X5 is praised for its outstanding performance and undeniable refinement inside and out,” they say.
The ad also included a message about the company and its products and services.
“BMW is known for its meticulous attention to detail and the innovative technology it equips its vehicles with. In the design of this ad, Atkins Kroll BMW brings to life the exhilarating features of the X5, touting its premium quality and luxurious features such as the glass sunroof and Merino leather,” they say.
The emotion associated with the image is also clear, they say.
“In this ad, our aim is to appeal to the senses. We include a graphic of the X5 in motion through picturesque streets under the moonlight, as well as photos of the X5’s supple interior that prompts the viewer to reach out and touch it. Through this ad we say, ‘The X5 is ready for action. Ready for you.’”
As to the importance of ads to a business, the pair say that’s clear too.
“The quality of what any business produces is incredibly important, in that it illustrates the company’s excellence and proficiency as a whole. Quality design, especially in a market as small as Guam’s, is vital in defining your business and what it stands for and setting your business apart from others as a standout corporation that delivers above and beyond for its valued customers.”
January/February issue of Guam Business Magazine and July issue of Marianas Business Journal
Jeffrey De Vera developed an interest in design and marketing earlier than most.
“I started working in design since high school as a hobby,” he says and has been in marketing and design professionally for four years, and is celebrating one year with the IT&E in March.
The ad had a general message and targeted more than one island, he says.
“The ad was for the general population of Guam/Saipan who do not know/are not current subscribers of PACIFICPOINTS, or people who are looking for rewards every time they spend at Foody’s, Shell, or IT&E,” he says.
De Vera wanted the message to be simple and effective, he says.
“I was trying to portray a message that is easy to understand/straight to the point when you look at it. The message being that it’s easy to redeem rewards for every dollar you spend at Foody’s, Shell, and IT&E when you rack up your points with our PACIFICPOINTS app.
The message went further, he says.
“The ad also showcases all the great rewards you can redeem, such as United MileagePlus Miles, discounts on accessories and bill rebate vouchers at IT&E, free fuel at Shell and free food at Foody’s.
The ad was also intended to engage readers immediately.
“I wanted the customer/viewer to feel interested when they see this ad. I wanted to ignite the curiosity of a customer/viewer not knowing or barely knowing what PACIFICPOINTS is and encourage them to look up what type of rewards program this is and download our app on the app store to sign up as a member.”
De Vera recognizes that ads are viewed digitally, but also that in targeting readers of Guam Business Magazine, the return on investment can be larger in one go.
“In this growing age of digital technology, the reach of ads has skyrocketed, even from this tiny island. I believe the quality of advertisements/design is very important because of how fast people see these ads, so you want to attract or get a customer’s attention right at first glance.
“For a business, you want to maximize the return of investment on your ad. By providing a quality ad, the business is more likely to gain a better return with the amount of people you reach. Creating quality for a purpose is better than creating for no purpose, De Vera says.
January/February issue of Guam Business Magazine
Mylene Angeli L. Remiendo is a graphic designer at Graphic Center Inc.
She has been working with Graphic Center for almost nine years and brings with her the experience of her 20 years in the design and marketing profession.
As to whose attention will be caught by the Graphic Center ad in Guam Business Magazine, Remiendo says, “Our audiences are business-minded individuals who want to sell their product through innovative marketing.” Likewise, she says, “We want to assist clients express the vision of their companies in all available perspectives.”
As far as the intend of the ad, Remiendo says, “We are trying to portray that GCI and ICC is the largest advertising and printing company on the island and in the region.”
There is an additional message, she says.
“I want the customers/readers to know that they can trust our services and that through this ad they would feel that we are hands-on in conceptualizing their ideas.”
Remiendo understands the value of marketing and the importance of a targeted message. She says, “I believe that unique and quality advertising helps with a client’s perception of the company and where it stands.
“It is also important that we deliver a clear message and focus on what the company can offer.”
May, July and August issue of Marianas Business Journal
Edgar Allan L. Caper is chief marketing officer for KFC Kristine Marie Marcos is the agency creative director, and both are seasoned professionals in the marketing industry.
The KFC messages are aimed at more than one audience sector.
The primary audience is “Young, early adapter consumers of Guam (local and tourists) who are exploring foods that are new and exciting,” and the secondary audience is “KFC Loyalists, more mature Guamanians who are looking for new limited time offer of chicken at KFC.
As to what the pair aimed to convey about KFC and its products and services, they say, “With KFC Guam in the business for more than 45 years on-island, our intent is to be highly relevant to the evolving times, highly distinct and accessible to the Guam market.
“We want customers to always get excited with our brand and we make sure that we are also available in almost all ordering platforms. It is our desire to delight customers with our product and services and we also make sure that we are consistent in all that we do — from operations to marketing.”
What did you want the customer/reader to feel and do when they saw this ad?
The KFC ads are aimed to reach customers at a basic but important level of response to food and nourishment. “The ultimate intent for these ads are for customers to get interest, crave and want it and be able to get it,” they say.
As to the importance of marketing messages, they recognize the importance of l ads in professional publications, as well as social media communications.
“Advertising has evolved so much lately — whether it be traditional and/or digital. Ads build brand equity, but it is also imperative that marketing professionals study what are the mediums to be used in order to reach the market and [support]the business intent.
“Advertising should also be a good balance of magic and logic. It has to have a logical relevant message and at the same time the magic of creativity in the ad execution is important for it to get interest and stand out from the clutter.”
January/February and November/December issue of Guam Business Magazine
Paul Y. Kwon is the senior designer at the Calypso Group and has worked in marketing and advertising for nine years, his career in the field to date.
The aim of the ad was to give the largest exposure possible, he says.
“We were trying to reach the broadest of audiences in order to show the scope of the products Ambros brings into the island,” Kwon says.
All aspects of the message supported the products of the products of Ambros, he says.
“The headline reinforces the brand values of Ambros to show how connected they are
in the community’s lives through the brands they carry and by providing goods and services that people want.”
What did you want the customer/reader to feel and do when they saw this ad?
Kwon says the message was equally important in terms of what he wanted to convey.
“We wanted the reader to feel the width and breadth of the stature of Ambros and the brands that they carefully curate and distribute, he says.
As to the importance of ads in a premium publication, Kwon says, “Quality ads help to inform and educate the public initially to the goods and services of a business.
“Quality design provides clarity of messaging, and more importantly,
makes consumers feel confident in knowing that the products they use on a daily basis can and do have a positive impact on their daily lives.”
He also recognizes that there is a misconception about life on the islands and goods.
“Because of our remote location, it’s often thought that in living on Guam, consumers have to make do with lesser quality products. Through our ads, we want to dispel that idea and educate consumers about the abundance of world-class brands and products that Ambros brings in for everyone to enjoy.”
January/February issue of Guam Business Magazine
Smithbridge Guam has been providing integrated construction solutions to military and acceprivate clients since 1992 and celebrated its 30th anniversary of doing business in Guam in 2022.
The company has accepted annual invitations to be featured in the Bank of Guam ASC Trust LLC list of the Top Companies in Micronesia for years.
Smithbridge is well-known in the contracting community, but equally understands the value of marketing.
The importance of quality advertisements and design for a business — specifically in Guam, is understandably to “inform as broad an audience as possible,” says William Best, vice president and general manager of Smithbridge.
He says the company had a target group for its ad. Smithbridge was aiming to “reach out to our current and future customers to let them know that Smithbridge is here in Guam to serve their needs.”
Best says, the company was promoting its product lines also with the message that “Smithbridge can serve their needs for quarry materials, concrete supply, general contracting, crane lifts and trucking, precast concrete and our newest service – electrical contracting.”
The ad was also designed to underscore that Smithbridge is a partner for them to serve a wide variety of requirements, he says.
But equally notable, Best says is the company’s appreciation of the projects and work it is chosen to undertake. “It is also important to Smithbridge that we value the opportunity to serve the Guam community and to give back to the community where we can through our special event and charity contributions.”
January issue of the Marianas Business Journal
Pedro P. “Sonny” Ada is president of Ada’s Trust and Investment Inc.
He says, “Ada’s Trust and Investment Inc. has run a lean operation since incorporating in January 1980.
“As you can see from our Ad that Aced, Ada’s Trust and Investment Inc. is run by just four people. We still develop our ad concepts and creation in-house with the assistance of ad software, but on occasion we will engage independent graphic designers as may be needed.
Ada recognizes that the Marianas Business Journal is “a well-established business publication for Guam and the region” he says.
“The business-focused readership is one of our key target markets. The New Year’s ad concept came about knowing we had all been living a COVID life for about two years, and so we saw the start of the new year in 2022 as an opportunity to share a note of hope and encouragement, and to show who the people were that were sharing this note.”
The message was straight-forward and direct, Ada says.
“The ad was a simple ad in a way, but hopefully it conveyed more about our company and what we do. It was an all-inclusive ad in that it shared a message, showed who were in the company, our buildings, our logo, our slogan, and our contact, without cluttering the ad space.”
The key to the message he says is, “We hoped the reader might feel the same sense of positivity and hope for the New Year as we did.”
Quality advertising is important to a business, Ada says.
“Besides promoting the products or service a company wants the audience to know about — what the company is selling — we believe a quality ad can also tell the audience about the company behind the product or service in the ad. The style, logo, images, and ad emphasis can give the reader a hint about the company which can support the company’s overall reputation,” he says.
And a company’s reputation in a small community like Guam is one of the company’s most important assets.”