THIS COLUMN is quite personal to Moi as it’s about a period in my life that sort of made a great influence into what I am today.
And this is for a lovely bunch of people who made the journey with me: Suzanne, Menchie, Dado, Tess, Bingbing, Hazel, Feng, Cheche, Lorie, Luna, William, Beth, Wilma, Stella, Connie, Liza, Tonette, Pinky, Arnel, Bobby, Bob, and Roger.
If I have forgotten to mention your name it’s not intentional, blame it on a “senior moment” and this old fool apologizes.
Some of you guys are no longer with us; some are still around while some I have no idea where they are but as far as this sentimental old fool is concerned you’re somewhere deep inside my battered and bruised heart in the bin of happy memories.
Yes, I know I’ve always preached and practice what the late Manila Times columnist Jojo Robles once said, “A journalist is never his own story.” But sometimes “even the runner stumbles” not by deliberate choice, probably just a sentimental moment.
Sometime in the mid-1980s two well-known media persons, then production chief of IBC TV 12 Menchie Robles and TV 12 newscaster and host Suzanne Pastrana had a “flash of brilliance”, or perhaps it was the bottles of beer. But whatever it was that inspired this dynamic duo, the concept was brilliant indeed.
I can’t help but feel a certain sadness writing this, knowing that Menchie and Suzanne are already in the “great gig in the sky.” Menchie joined Suzanne last week. Suzanne went ahead some six years ago.
And it came to pass that MEDIASPEC came to be – Multi-Media Specialists, Inc. as it was officially registered in the Department of Trade and Industry. It was to be the very first advertising agency in Iloilo City and till its final days sometime in the late 1990s the bragging rights remained.
It was not because there was a dearth of creative minds in the city, perhaps nobody just wanted to lose the shirt off their backs for a concept however brilliant.
And that showed you the character and strength of Suzanne and Menchie. Take note this was just after the EDSA nonsense, a period of economic uncertainty.
MEDIASPEC was light years ahead of its time. During those days the idea of an advertising agency was alien to most media outlets and business establishments in Iloilo City, let alone a locally based one. Usually the only faint contact media outlets in Iloilo City had with advertising agencies was when media buyers from Manila-based ad agencies would come and buy spots for national adverts.
At that time Moi was a broadcaster with IBC DyBQ’s Radyo Budyong doing radio commentaries and anchoring a morning talk show. I remember one morning Suzanne was waiting outside the announcer’s booth. When I came out she asked me if I was interested in joining her in a new adventure which was not only pioneering but profitable as well. Of course, I said yes.
And we went down to the third floor of the UEC Building as IBC Radio and TV had their studios and offices in the fourth floor to the sparkling new and well appointed office of MEDIASPEC.
Inside was Dado and Menchie. Later Bingbing came in. We had an informal meeting and I asked what would I be doing specifically. Suzanne also Menchie said casually “Oh, ad copy writing, scriptwriting, develop and educate clients, production assistant and sometimes talent/voice over.”
Basically it was multi-tasking as I never realized that we were the very first people of MEDIASPEC.
Eventually as clients and accounts started coming in so did people and MEDIASPEC family grew. We were almost the de facto St. Paul’s College – Mass Communications alumni association. Sure we have groupies, your usual “see and be seen” types as to be invited to a MEDIASPEC party then meant you have arrived.
The party scene on the third floor of UEC building was almost Coco Banana, perhaps Studio 54.
It was indeed a profitable ride as it lasted. We had the A-list of local accounts and clients; all the top jewellery stores in the city i.e. Sarabia, Gorriceta, Florete, and Caperonce, the top hotels at that time were Hotel del Rio, Amigo Terrace Hotel and Sarabia Manor.
We had the accounts of La Tondeña Distillery, Emperador Brandy and Andy Player Whisky, Aboitiz Super Ferry and our “baby”, First Farmer’s Food Corp.’s “First Choice Chicken”.
On top of that we were the producers of the top-rated and only weekly singing contest then on live television, Kampyeon Sa Rehiyon, and a daily news program on radio, Balita sa Ala’Seis all on IBC Radio and TV of course.
Indeed it was a profitable ride. But as I said, we were more than just an ad agency; we were family. Some of us found love in MEDIASPEC while some lost at love. I guess I was one of the lucky ones.
After all that’s been said and done, MEDIASPEC will always be there in the bin of happy memories. (brotherlouie16@gmail.com/PN)
