By Meghan Hickey
Guam Business Magazine chose 20 advertisements from our publications that we believe had our readers pausing to look twice in 2017.
Our team selected these ads for their quality, use of color (or not), choice of images and the way they catch the eye. We want to congratulate the people whose hard work is deserving of recognition.
Take a look at the companies that stood out, and a few of the select individuals behind the scenes who help make these companies shine.
American Medical Center
New patients and provided services
Published in MBJ Life
American President Lines Ltd.
Guam and Saipan ocean carriers
Published in Guam Business Magazine
Burger King
Whopper sandwich
Published in Buenas, formerly R&R Pacific
BUNN
Crescendo, available at Circle K
Published in MBJ Life
*Chili’s Grill & Bar
Steak Fusions
Published in Guam Business Magazine
*Coca-Cola Beverage Co. (Guam) Inc.
Diet Coke
Published in Guam Business Magazine
Denanche’ Security Agency Guam
Security services
Published in MBJ Life
DKSH Guam Inc.
Rolex, The Yacht-Master
Published in MBJ Life
Dusit Thani Guam Resort
Golden Hour/Dusit Gold
Published in Guam Business Magazine
* Chili’s and Coca-Cola are sister companies to Glimpses of Guam. Glimpses Publications, a division of Glimpses of Guam, publishes Guam Business Magazine.
First Hawaiian Bank
Personal banker and residential lending
Published in Guam Business Magazine
GTA Teleguam
Live unlimited internet for business
Published in Guam Business Magazine
IT&E
Unlimited internet and home bundle plans
Published in Buenas, formerly R&R Pacific
Minute Maid
Minute Maid Sparkling beverage
Published in Buenas, formerly R&R Pacific
Moylan’s Insurance Underwriter’s Inc.
NetCare Life & Health Insurance
Published in Guam Business Magazine
Pacifica Insurance Underwriters Inc.
Insurance coverage
Published in MBJ Life
Proa Restaurant Guam
Proa & Patisserie Hagåtña Administrative Week
Published in MBJ Life
Rotten Apple
The Rib
Published in Buenas, formerly R&R Pacific
Ruby Tuesday’s
Quality food
Published in MBJ Life
Sheraton Laguna Guam Resort
The President — Chef Kazushige Koide
Published in Marianas Business Journal
Smithbridge Guam Inc.
Guam Contractors Association’s 25 Year Anniversary
Published in Buenas, formerly R&R Pacific
Denanche’ Security Agency Guam
Security services
Published in MBJ Life
Castro
Behind the design
Justo D.M. Castro
Vice president
Justo D.M. Castro, vice president of Denanche’ Security Agency Guam, has been working with the marketing team of DSA for about five out of the eight years he has been a part of the company. For DSA advertisements, Castro focuses on striking immediate interest and keeping the concept simple enough that the advertisement speaks for itself to the security needs of business owners, real estate and property owners and clinics. He wants a wide audience to feel curious and, if nothing else, remember the logo and brand and the service that brand provides.
Advertisements should be “simple, direct and bold,” Castro says.
DSA is a locally-owned security agency that offers integrated, custom solutions that can be adapted for unique business or personal protection and security requirements.
Dusit Thani Guam Resort
Golden Hour/Dusit Gold
Published in Guam Business Magazine
Blanco
Quemado
Behind the design
Steven C. Blanco and Jennifer F. Quemado
Digital marketing manager; and graphic designer
Steven C. Blanco, digital marketing manager for Dusit Thani Guam Resort has been working as a professional marketer for eight years and joined the Dusit Thani team prior to its official opening in March 2015. Blanco collaborated with Dusit Thani Graphic Designer Jennifer F. Quemado — a four-year designer who joined the Dusit Thani five months ago — to create this advertisement focused on locals ages 21 to 45. The pair’s goal for this advertisement was to build trust and loyalty with a demographic that would consistently frequent the Dusit Thani lounge, or as Blanco says “to create an everyday opportunity for residents and military to see what Dusit Thani is all about by offering a luxurious, 5-star experience at a competitive price point.”
Blanco and Quemado wanted to show the Dusit Thani’s focus on the details by portraying a single, tight image of a refreshing handcrafted cocktail at the Lobby Lounge, in natural light, without any gimmicks or pre-production. “We wanted the viewer to feel regal, warm and welcome,” Castro says. “Quality advertisements are extremely important in conveying the voice of a company. … Great imagery and design also elevates Guam as a destination.”
Dusit Thani is a 5-star resort located on Tumon Bay. It features panoramic views from various options of rooms, suites and villas that are finished with a touch of Thai design.
IT&E CNMI
Unlimited Internet and Home Bundle Plans
Published in Buenas, formerly R&R Pacific
Behind the design
Norman del Rosario
Art director
Norman del Rosario, art director at IT&E CNMI, began working in design when he was a sophomore in college. Now, 26 years later, he is approaching his 17th year working at IT&E as of April. For this IT&E advertisement, Rosario wanted to portray IT&E’s role as an everyday solution provider to the general population — a product for every household on the islands. The ad shows from a first-person perspective that the uses of the internet are not just for your computer or laptop, but also for watching your favorite TV show, Rosario says. “We wanted to make sure that when they saw this, they immediately thought, ‘It’s easy. … If he can use this, so can I.’”
Rosario believes that design is important because its visuals relay a message. “If the visual is clear, you see the ad and you already know what the product or service is. People rely on the pictures and the information provided to make decisions,” he says.
IT&E offers a variety of telecommunication systems and services, including call, data, internet and more, for both business and personal use.
Pacifica Insurance Underwriters Inc.
Insurance coverage
Published in MBJ Life
Sablan
Sikayun
Behind the design
Shirley T. Sablan and Samantha Sikayun
President and CEO; and marketing coordinator
Shirley Sablan, president and CEO of Pacifica Insurance Underwriters Inc., has been working in marketing for 17 years. Together with Samantha Sikayun, marketinag coordinator at Pacifica and three-year marketing professional, the two have been working a combined total of nine years with the company. For this Pacifica advertisement, Sablan and Sikayun wanted to portray to all car owners, current and future, that car insurance isn’t designed for one-size-fits-all, but that drivers can choose and elect the coverage that is right for them. “Knowledge of this fact is key when assessing our unique exposures and securing coverage that is meaningful to each of us to ensure we limit potential losses the best way possible,” Sablan says. They wanted to show that the nature of Pacifica is with the help of insurance professional consultation, the investor can choose what is right for them given the options presented and available.
“Every ad must be well-thought out … the most important factors are (1) less is more, (2) catch the eye at first glance and (3) make sure the design and information on the ad make sense for your target. It is impossible to design an ad that will be embraced by all. Do your research. But, don’t forget to have fun with your ads,” Sablan says.
Pacifica provides insurance for personal, commercial and government groups covering automobiles, homes, rentals, life, health insurance and more. It has been doing business in the Northern Mariana Islands for close to 40 years.
Ruby Tuesday’s
Quality food
Publication published in MBJ Life
Behind the design
Marc Watanabe
Design partner at Arsenal Design & Marketing, servicing Global Food Service Group brand Ruby Tuesday’s
Marc Watanabe, design partner at Arsenal Design & Marketing, which services Ruby Tuesday’s, got his start in design doing advertisements for the yellow pages when he was 16 years old, and has been doing what he loves ever since. He has been working with Global Food Services for almost five years, which he says has been a lot of fun, because “[the company] is as passionate about their restaurants as we are about our work.”
For this specific Ruby Tuesday’s advertisement, Watanabe says the goal was pretty straight forward — they wanted to reach anyone “who was hungry for a burger as big as your head.” He says that with a good product to begin with, such as Ruby Tuesday’s food, communicating its worth to a customer is easy. “Once we got that beautiful burger in place, with that knife sticking up out of the top of it, and our photographer Robert Tenorio (Expressions Studio) on hand to capture it, my job was half done,” he says.
Watanabe believes that strong brands don’t make up for bad execution in marketing. “Being visible isn’t the same as being seen,” he says. “In a small market like Guam, you risk over-saturation of your message. On the other side of that, a small market means you can afford to take a few risks too.”
Arsenal Design & Marketing consists of the dynamic duo of Krista Keiser Gaza and Marc Watanabe, holding more than 20 years of experience in graphic design, fine arts, marketing, advertising and consultation. Arsenal has been working with Global Food Services Group for almost five years. GFS is a defense contractor, that is minority/woman owned and a HUB zone certified small business with NAICS code classification of full facilities support services. It also owns and operates concept restaurants, such as Chuck E. Cheese’s, Ruby Tuesday’s and other fast-food franchises. Ruby Tuesday’s is a casual restaurant chain with American fare, featuring burgers, a salad bar and cocktails.
