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 2023’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 2023 that hit the spot.

Ada’s Trust
January issue of Marianas Business Journal

Joe Nowell

Sonny Ada, president of Ada’s Trust and Investment Inc., says the company has additionally benefited from the creative talent of Joe C.Nowell, who joined the company in 2018 as the Property and Projects manager. “Joe understands well the history and reputation of the company,” Ada says.Shortly after coming onboard, Nowell acquired an ad software app and delved into creating ads for the company. Collaborating with Ada, Joe has been creating and putting to paper the thoughts and ideas relative to the target audience, he says.

Nowell not only shared the company’s New Year’s greeting to readers but also features the people, places and products of Ada’s Trust. The ad has a universal appeal with the iconic backdrop of Tumon Bay. And while featuring the people behind the company and displaying some of the company’s products – its commercial buildings, Nowell’s choice of background promotes the beauty of Guam.

Aside from promoting Ada’s Trust, Nowell says the intention was to give readers, “The sense of pride for the beauty of our island and sharing the rich visual of our island that can leave a lasting impression and sense of hope for the new year.”

As to the pair’s strategy in advertising, Nowell says, “Guam’s business environment is competitive, and standing out is essential. High- quality designs and engaging advertisements grab attention and differentiate your brand from the competition.

Nowell says Ada’s Trust also has a sense of the market and what’s required to do business on the island.

“In a smaller community like Guam, establishing trust is crucial. Professional design conveys a sense of legitimacy and professionalism, fostering trust in your brand and offering. Understanding and incorporating cultural nuances in design and messaging resonates better with our local audience. This connection strengthens brand identity and fosters a sense of community.”

Docomo Pacific
July and October issues of Marianas Business Journal

Alexandria Roberto

Alexandria “Lexi” Roberto currently holds the position of brand manager at Docomo Pacific Business, having previously served as the graphic designer and copywriter from 2019 to 2022. While retaining her role as a copywriter, her focus has broadened to encompass Communications Strategy and visual design oversight.

One notable accomplishment under her purview is the creation of the Hero ad, featured in Guam Business Magazine. She acknowledges the invaluable support and collaboration of her team members — Eloisa Hudson, Seth Gutierrez, Clea San Nicolas, and Gabrielle Cruz — in bringing this ad to fruition. “This advertisement held special significance as it targeted not only our customers and partners but also our frontline workers, who we view as heroes, especially during times of recovery from natural disasters on our island,” Roberto says.

Across all our communications, we consistently highlight our commitment to serving our customers, she says.

“For our business customers, Docomo Pacific pledges to be more than just a service provider; we position ourselves as their dedicated business partner, equipping them with the finest tools to navigate the challenges of tomorrow. Emphasized in the ad is the notion that beyond our products, our greatest asset remains our people — the dependable foundation upon which our customers can rely.”

Seth Gutierrez

In 2023, Seth Gutierrez embarked on his journey with Docomo Pacific Business as the brand coordinator.

In this role he contributes to bringing the brand to life through event coordination, design, graphic design, active engagement with the business community and much more.

Among his achievements is the creation of the Resilient and Reliable ad, tailored for small to medium-sized businesses.

At Docomo Pacific, Seth emphasizes the focus on service.

“Our teams prioritize our customer needs above all else. Recognizing the uncertainty prevalent during the island’s recovery period, we aimed to provide solutions that were prepared for unexpected challenges,” Gutierrez says.

He employed visuals to symbolize a beacon of hope amidst darkness, reflecting Docomo’s positioning of the Business Internet Backup solution.

KFC
April, June and July issues of Marianas Business Journal

Edgar Caper

Edgar Allan L. Caper is the chief marketing officer for Guam Fast Foods Inc., which does business as KFC Guam. He has led the marketing team for KFC Guam for 10 years and has worked in the marketing industry for more than 22 years.

Kristine Marie C. Marcos is the creative director and has worked as a creative professional for KFC for seven years, and for nine years in the multi-media arts industry.

“The ad is designed to convey excitement for the brand through these innovations,” Caper says. “Our primary target for this communication are the KFC fans and the heavy-users of our competitors. The new products Double Down and Nuggets target the young, who are looking for better alternatives for snacking and boneless chicken options.”

The ad’s optics are important, he says.

“We want them to salivate when they see the ad! Our intention is to build the urge and craving to go to the nearest KFC and get the product.

Quality advertisements play a specific role, Caper says.

“Regardless of geography, I believe that a quality advertisement is the face of the brand for consumers. Great branding starts with a good product and letting the customers know about it; that is the main essence of an ad. Design is what makes the communication magical, from its layout, colors, copywriting – these are the key ingredients of an ad. Moreover, deciding the correct media to use in the communication mix is also vital in the whole process of marketing communication.”

Century 21 Realty Management Co.
September/October issue of Guam Business Magazine

Dominique Rose Felix Leon Guerrero

Dominique Rose T. Felix Leon Guerrero is vice president and associate broker-in-charge at Century 21 Realty Management Co.

Her busy portfolio of work includes 15 years of design and marketing at a company she grew up in, alongside her parents Christopher and the late Rose Felix.

She says the ad was aimed at all audience groups. “Millennials and up are our customers. Gen Z and those below it are those we hope to influence is some way.”

Through its marketing, she says the ad is intended to portray the philosophy and commitment of Century 21 Realty Management Co. “We are proud, ethical and personable Realtors who love the work that we do.

“The calls to action are simple, Felix Leon Guerrero says. “I wanted them to feel wowed and call us.”

Quality advertisements need to have a mission behind them, she says.

“Without a mission, there’s no success in strategic and successful advertising. Moreso in Guam, it’s important to try to create a personal connection with your audience, as we are a familial and reputation-based culture.”

GTA
February and March issues of Marianas Business Journal

Novem Gimoto

, graphic designer with GTA has been working at the telecom company for more than three years and as a design and marketing professional for more than nine years.

She says, “Our print ad was specifically aimed at IT decision-makers and business owners who may not have a large IT department, but recognize the critical importance of protecting their business, along with their data and their customers’ data.”

The message was intended to be clear and straightforward, she says. “We aimed to convey a straightforward message: GTA’s cybersecurity, together with our high-speed Internet and Mesh Wi-Fi offerings, is designed to block unauthorized access, prevent data breaches, and secure your company’s network.”

GTA focused on what businesses really need today, security and dependable connectivity. “Our cybersecurity bundle is designed to protect your company’s data and keep your operations secure, offering a suite of tools and services backed by a trusted partnership you can rely on to help your business grow and succeed,” Gimoto says. “For more than 70 years, GTA has grown and adapted with Guam’s business sector, providing the right solutions and infrastructure to address your current requirements while staying ahead of what’s next.”

When people read GTA’s ad, she says, “Our goal was for them to gain a clear understanding of our Cybersecurity bundle, offering them ease and peace of mind. We understand the unique challenges faced by businesses in Guam, especially with the limited pool of IT and cybersecurity professionals and aim to mitigate these concerns with a comprehensive service from one provider.

GTA also made it easy for customers to connect. The ad features a QR code, guiding the reader to GTA’s website where they can discover more about the Cybersecurity bundle. This is intended to make the process of obtaining additional information both simple and efficient, building confidence in their decision to choose GTA, the company says.

The importance of professional ads cannot be understated, Gimoto says.

“In Guam, a high-quality advertisement plays a crucial role in building trust, showcasing a business’s commitment to excellence and reliability. It signals to the community that the brand is a trustworthy and essential part of the local economy.”

AutoSpot
September/October issue of Guam Business Magazine

Graphic Designer Jason Phillip Santos has been at Guam AutoSpot for two and a half years. He has worked professionally in the design field for 15 years and in marketing for 13 years.

The ad in Guam Business Magazine was specifically targeted, he says. “It aims at individuals who lead active lifestyles, enjoy outdoor activities, or require a versatile vehicle for work-related purposes.”

The message also related to Guam AutoSpot’s aims to challenge the status quo, and “aims to be bold and to think outside the box and to be courageous and resilient to take on any task at hand.”

On a larger scale, Santos says, “We wanted the reader to feel a connection and a sense of freedom. Ultimately, the ad aims to inspire the individual to take action.”

Santos is also aware of the need to engage readers practically immediately, he says. “With the demographic of the island being so small, catching audiences in the first three seconds of their viewership is key.”

IT&E
November issue of Marianas Business Journal

Jeffrey S. De Vera

Jeffrey S. De Vera, graphic artist at IT&E; began exploring design in high school as a hobby, but has worked professional in marketing and design for six years, with four of those years at IT&E.

The IT&E ad was specifically targeted, he says. “The audience I was trying to reach with this ad is local business owners that are seeking the solutions to their internet inquiries and how they’re able to do so by utilizing the different business services we provide here at IT&E.”

The ad was timed to appear to support a fresh offering, De Vera says. “In accordance with the new product brand launch ASKBLUE, our team created ads that are crafted around the new brand look to help showcase all the different outlets that our enterprise team here at IT&E is able to provide your business.”

The message is clear, he says as the ASKBLUE brand is about inspiring curiosity about IT&E and how it can help an organization.

“Whatever business inquiries your company has, IT&E has the business solution for you!”

The ads aims were straightforward, he says.

“I wanted this ad to be easy-to-read and informative to welcome and drive our local businesses to sign up services with IT&E to pursue their goals, not with just great people, but with reliable service. We also want to ensure customers/readers that are reading this ad are aware that IT&E provides solutions to their business inquiries.”

While the reach of ads has expanded in the digital age, their appeal needs to stand out, he says.

“In this growing age of digital technology, the reach of ads has skyrocketed, even from this tiny island. I believe the quality of advertisements and design is important because people see so many ads on many different platforms that are competing for their attention. As a designer, you want to attract or get a customer’s attention right at first glance. “

But ads still have the same aims, De Vera says.

“Meanwhile, as a business, you want to advertise with a purpose, while also maximizing the return on investment of your ad. By creating a quality ad, a 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. “

Ambros Inc.
November/December issue of Guam Business Magazine

JoJo Camacho

JoJo Camacho has been with Ambros Inc. for 20 years, rising to marketing manager during his 12 years in that field.

The ad was aimed at multiple audiences to include “responsible adults who enjoy new experiences and like to take risks! Hard workers, who enjoy great company, have their own opinion on what they like, and see the value in a great bourbon, at a reasonable price.”

The message also says a lot about Camacho’s group.

“Ambros always wants to show the great value in the products and services we offer. We have a great lineup of whiskies, and bourbons; we wanted the customer to experience this one, because of its rich history, and its importance to the whole bourbon category.”

The call to action is a firm one, Camacho says.

We wanted the reader to feel like this is a product they NEEDED to try. We wanted them to pick up a bottle, or experience an Elijah Craig Bourbon at their favorite bar or restaurant on Guam, however they wanted it: neat, on the rocks, or in a classic cocktail, like an Old Fashioned.”

The add also took advantage of what Ambros understands about its clients.

“Customers on Guam try products in their travels, and like to share their experiences with friends, and family,” Camacho says.

“When they see an ad for a product they’ve experienced abroad, or here at home, and are able to share their story, and connect THAT experience with the product in the ad, it allows for more recall, and ultimately becomes a behavior for them to ask for a brand by name. Something any brand would like to achieve in any market!”

Bank of Guam
November/December issue of Guam Business Magazine

Audrey D. Cruz

Audrey D. Cruz is the creative manager at Bank of Guam, an appointment she has held for four years, although she has worked in the design and marketing profession for 14 years.

The ad features Bank of Guam’s Pacific Express Plus account — one of a series of new and improved deposit products launched in late 2023.

“Our new deposit account lineup has something for everyone, but we worked to tailor our ads to feature customer segments that we thought would benefit the most from the product type, Cruz says.

In this specific case, we featured a man in his early 30s, who could reap the benefits of a digital-forward account and could speak to customers within this demographic.”

The ad has an added dimension, Cruz says.

“We also wanted to celebrate and recognize our sports fans by featuring one of the members of our Guam Men’s National Basketball Team.”

The ad represents Bank of Guam’s values but also its plans and action, she says.

“As the island’s hometown bank, we’re always looking forward. While we cherish our roots, at Bank of Guam we’re excited about the digital revolution in banking. We’re transforming how banking happens and how we can best support our customers. This ad introduces one of four exciting, new deposit products we’ve crafted, tailored to the evolving needs of our customers. We’re here to show you that we’re not just keeping pace with the times; we’re making banking simpler, more convenient, and better than ever before.”

The message was designed to resonate with readers, Cruz says.

“When our customers see this ad, they’ll feel an instant connection — a recognition that we’re not just a bank, but a familiar face in their daily lives. We want them to see our commitment to personal, digital-forward banking that keeps pace with their ambitions and lifestyle. The goal is to stir a sense of belonging, knowing that Bank of Guam is innovating for them, rooting for them, and growing with them. And then, we want that feeling to translate into action — to explore our new Pacific Express Plus and to feel empowered to make financial choices that help them live their best lives. We’re here to start conversations, build relationships, an be the trusted financial advisors our customers deserve.”

The bank’s ads are intended to underline its relationship with customers, Cruz says. “Quality advertisements and design, particularly for us at Bank of Guam, are all about connecting with our people in a genuine, meaningful way. On Guam, where community is everything, our ads aren’t just campaigns; they’re conversations with our neighbors.

We’re The People’s Bank, so every ad we put out there reflects the lives and dreams of the people we serve.”