03 march issue edited dro - amcham | philippines · cover story 22 art fair philippines 2019: a...

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AmCham Philippines | March 2019 3

Contributed Article60 Artificial Intelligence: The future of

global mobility?

Cover Story22 Art Fair Philippines 2019: A Haven

for Filipino Contemporary Art26 Marketing Photography

Marketing Photo Services and Products

Cultural / Regional Series42 Beyond Sugar: Negros Occidental

gears up for globalization

From the Editor20 Creative Economy - The Next Sunrise

Industry

In Memoriam41 Francisco Mañosa

Other Sections04 New AmCham Members06 About AmCham Philippines08 Officers & Directors14 Chapters & Advocacies16 Committees18 AmCham Staff70 Members’ Birthdays: March - April71 Guidelines in Submission of Articles72 Index to Advertisers

AmCham Social Media Accounts

Contents March 2019 | Vol 94 | No 03

THIS MONTH'S ISSUE

The Globe Platinum x teamLab project entitled “Reversible Rotation” displayed during the Art Fair Philippines last February 2019.

Photo and Cover Design by Tin Tuguigui

Art Fair Philippines 2019:A haven for Filipino Contemporary Art

Marketing PhotographyMarketing Photo Services and Products

The Creative Industries Issue


Published by The American Chamber of Commerce of the Philippines, Inc.

MARCH 2019 VOL 95 NO 03

www.amchamphilippines.com

BUSINESS Journal

AmCham Foundation News56 8th AmCham ScholaRUN - Eat & Run

AmCham News47 Sheraton Hotel Manila hosts the

AmCham Board of Directors Meeting54 American Chamber mulls opening of

office in Iloilo59 AmCham Education Committee Launch

2019Building goals and objectives through LEGO Serious Play

Business Leadership Program62 A heartfelt reflection on the AmCham

BLP

Business of Business67 Realities in the Philippine Technical

Education

Community News32 The Philippine Economy: Recent

Performance, Policy Reforms and Infrastructure for Sustained Inclusive Growth

48 Santos Knight Frank wins “Best Leasing Agency” in Asia Pacific

50 Empowering the Next Generation of Game Changers

Art Fair Philippines 2019:A haven for Filipino Contemporary Art

Marketing PhotographyMarketing Photo Services and Products

The Creative Industries


Published by The American Chamber of Commerce of the Philippines, Inc.

MARCH 2019 VOL 94 NO 03


BUSINESS Journal

Negros Occidental Gears up for Globalization

Empowering the Next Generationof Game Changers

The Philippine Economy - in Figures

Beyond Sugar:Negros Occidental Gears up

for Globalization

4

EDITOR-IN-CHIEF: Ebb Hinchliffe PUBLICATIONS CONSULTANT/EDITOR: Leslie Ann MurrayCOMMUNICATIONS MANAGER: Christina Tuguigui ADVERTISING HEAD: Chet Guevara LAYOUT EDITOR: Eya Martinez

PHOTOGRAPHER: Roy Fulgado PUBLICATIONS COMMITTEE CHAIRMEN: Manuel R. Guillermo and Ernie CeciliaPUBLICATIONS COMMITTEE MEMBERS: Atty. Emmanuel T. Santos and J. Albert Gamboa

PUBLISHED BY: The American Chamber of Commerce of the Philippines, Inc. MEMBER: Publisher Association of the Philippines, Inc.

MISSION STATEMENTThe Chamber exists to serve the needs and wants of U.S. businesses through the participation of members in promoting their long-term objectives,

while contributing to the civic and economic development of the Philippines.

All rights reserved. AmCham Business Journal is a general business magazine published monthly by The American Chamber of Commerceof the Philippines, Inc., with offices at 2nd Floor, Corinthian Plaza, 121 Paseo de Roxas, corner Gamboa St., Legazpi Village, Makati City 1229

(C.P.O. Box 2562, Makati City 1265), Philippines; telephones: (632) 818-7911 to 13; fax (632) 811-3081 / 811-3184;emails: [email protected] / [email protected]; website: www.amchamphilippines.com.

Publication Registration No.: ISSN-0116-452X

All views expressed in all articles are those of the authors and not of The American Chamber of Commerce of the Philippines, Inc.The American Chamber of Commerce of the Philippines, Inc. accepts no liability for the accuracy of the data or for the editorial views

contained in the articles. Publication of unsolicited articles is at the sole discretion of the Publications Committee.

No article or content can be reproduced in any manner whatsoever without the prior written consent or authorization of The American Chamberof Commerce of the Philippines, Inc.

Entered as second-class mail at the Manila Post Office on May 24, 1921 and on December 10, 1945. Re-entered as second-class mail at theMakati Central Post Office on May 07, 1992 and under Permit #534 dated May 24, 1993.

New AmCham Members For February 2019

National Capital Region

Cisco Systems Management, Inc. Ms. Kathrina Ilagan Managing Director Regular Firm A

Valtes Advanced Technology Mr. Yohei Takagi Director & Treasurer Regular Firm B

Du Baladad & Associates Ms. Benedicata Du-Baladad

Founding Partner & CEO

Regular Firm B

North Luzon Chapter

Converge ICT Solutions Mr. Alan Smyth Corporate B

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8 | AmCham Officers & Directors

The American Chamber of Commerce of the Philippines, Inc.Putting your Business Forward

Since 1902

H.E. SUNG Y. KIMU.S. Ambassador of the Philippines

Honorary Chairman

JAMES WILKINSFluor Daniel, Inc. - Philippines

President

RICK SANTOSSantos Knight Frank, Inc.

1st Vice President

BRUCE WINTONMarriott Hotel Manila2nd Vice President

PHILIP SOLIVENCargill Philippines, Inc.

Treasurer

JOCOT DE DIOSGeneral Electric Philippines

WINN EVERHARTCoca-Cola Far East LTD.

PETER HAYDENCaptial One Phil. Support Services Corp.

ARIEL LACSAMANA3M PhilippinesMARK LWIN

AIG Phils. Insurance, Inc.BELINDA RACELAChevron Philippines

SHANKAR VISWANATHANProcter & Gamble International Operations (SA) ROHQ

Directors

GEORGE M. DRYSDALEMarsman Drysdale GroupDONALD R. FELBAUM

Optel LTD.ROBERT M. SEARS

American Historical Collection Foundation, Inc.Directors, Ex-Officios

EBB HINCHLIFFEAmCham Philippines

Executive Director

ATTY. AILEEN TOLOSA-LERMARomulo Mabanta Buenaventura Sayoc de los Angeles Law

OfficeCorporate Secretary

RALPH REUBEN MORALESTexas Instruments Philippines Inc.

President, AmCham North Luzon Chapter

BRIAN CONNELLYMarco Polo Plaza Cebu

President, AmCham Visayas Chapter

ATTY. LEONCIO VILLA-ABRILLECasareo Villa-Abrille Development Corp.President, AmCham Mindanao Chapter

ROMMEL RAGASAAmCham Foundation Retirement Fund

Acting Executive Director

2nd Floor, Corinthian Plaza Building, 121 Paseo de Roxas corner Gamboa StreetLegazpi Village, Makati City 1229

Tels.: (632) 818 7911 to 13 • Fax: (632) 811 3081Email: [email protected] • Website: www.amchamphilippines.com

10 | AmCham News

For more information, please contact AmCham’s Corporate Partnership Consultant.Email: [email protected] / Tel: (+632) 818 7911 loc. 218

AMCHAMCORPORATE PARTNERS

AmCham Philippines has been the longest-serving and most vibrant American Chamber in Asia. Recognized as the voice of business since 1902.

The AmCham Corporate Partnership offers companies year-round benefits, including expanded access to AmCham core membership resources for an enhanced leadership status within the community, as well as greater intelligence, access, influence, and exposure.

12 | AmCham News

Corporate Partner

The AmCham Corporate Partnership is a prestigious category which provides exclusive access, exposure, benefits, and support from the Chamber. For inquiries please contact Christina Winton at [email protected].

Regular Firm Membership*A – Php 55,000 | B – Php 45,000

(*+Php 12, 500 for New Members, deductible from your succeeding membership dues in AmCham)

This membership is available to corporations, partnerships, proprietorships, and other business organizations and enterprises, which are registered and qualified to do business in the Philippines, with 30% or more of the ownership held by American citizens and/or corporations. In a partnership, the American partner/s must have a share of interest of 30% or more. In the case of non-stock corporations and un-incorporated associations, at least 30% of the voting members must be Americans.

In this classification, the firm shall be represented by an accredited individual who must rank as a senior executive but may not be necessarily an American citizen.

Regular Individual MembershipPhp 33,000

(*+Php 7, 500 for New Members, deductible from your succeeding membership dues in AmCham)

This membership is available to individual persons residing in the Philippines who are American citizens and who are not eligible for any other membership classifications.

Associate Firm Membership *A – Php 55,000 | B – Php 45,000(*+Php 12, 500 for New Members, deductible from your succeeding membership dues in AmCham)

This membership is available to firms that are qualified to do business in the Philippines, with 71% or more of the ownership held by citizens or corporations which are non-Americans. The firm shall be represented by an accredited individual who must rank as a senior executive and may be of any nationality.

Associate Individual Membership Php 33,000(*+Php 7, 500 for New Members, deductible from your succeeding membership dues in AmCham)

This membership is available to individuals residing in the Philippines who are non-American citizens and who are not eligible for any other membership classifications.

Non-Profit and Government Membership Php 22,000(*+Php 6, 250 for New Members, deductible from your succeeding membership dues in AmCham)

This membership is available to: non-profit, charitable, civic, educational, religious and eleemosynary organizations, associations and institutions in the Philippines. Under this classification, an individual accredited by the organization shall serve as a representative. Employees of the U.S. Federal Government can also avail of this membership category.

Non-Resident Membership Php 22,250(*+Php 6, 250 for New Members, deductible from your succeeding membership dues in AmCham)

This membership is available to firms and individuals who are doing business outside the Philippines but would like to support the Chamber in its activities and events.

Additional Firm Membership Php 5,000

This membership is available to any employees of a firm member residing in the Philippines who wish to be recognized as an official member of the Chamber.

*A- Annual Revenue of US$ 5 million and above B - Annual Revenue of US$ 4.9 million and below

Corporate Partner

Associate Firm Membership *A – Php 55,000 | B – Php 45,000

Associate Individual Membership Php 33,000

Non-Resident Membership

Regular Firm Membership

Regular Individual Membership

Non-Profit and Government Membership

Additional Firm Membership

For queries please contact AmCham’s Membership Manager.Email: [email protected] / Tel: (+632) 818 7911 loc. 207

14 | AmCham Chapters & Advocacies

THE AMERICAN CHAMBER OF COMMERCE OF THE PHILIPPINES, INC.

(North Luzon Chapter - 2015)

RALPH REUBEN MORALESTexas Instruments Inc.

President

JOAN SABROSOChapter Office Manager

Claro M. Recto Highway, Clark Freeport ZoneMabalacat City, Pampanga, 2010

Telefax: (632) 811 3081; Mobile: +63 (927) 912 3248Email: [email protected]


(Visayas Chapter - 1987)

BRIAN CONNELLYMarco PoloPresident

BRENDA LISENChapter Office Manager

Unit 303 Clotilde Commercial CenterM.L. Quezon St., Casuntingan, Mandaue City, 6014Tels.: Tel: +63 (32) 316 1093 • Fax: (032) 232 2373

Mobile: +63 (917) 323 1972Emails: [email protected] ; [email protected]


(Mindanao Chapter - 1988)

ATTY. LEONCIO VILLA-ABRILLECasareo Villa-Abrille Development Corp.

President

ANNIE QUITAYChapter Office Manager

2nd Floor, Door 207-208, Don Cesareo, Villa-Abrille BuildingJacinto corner Juan Luna Streets, Davao City, 8000

Mobile: +63 (916) 876 7729Emails: [email protected] ; [email protected]

THE AMERICAN CHAMBER FOUNDATION PHILIPPINES, INC.

(Founded 1985)

EDWIN FEISTAdvanced Nutrition Technology

President

ROMMEL RAGASAActing Executive Director

Leonard Benjamin Development Center4554 Casino corner Olivarez Street, Palanan, Makati CityTels.: (632) 834 0184; 551 8060 • Tel/Fax: (632) 834 1192

E-mail: [email protected]: www.amchamfoundation.com

FILIPINO-AMERICAN MEMORIAL ENDOWMENT, INC.(Founded 1986)

LT. COL. ARTEMIO MATIBAGPresident

LESLIE ANN MURRAYTrustee

KV ROJASF.A.M.E. Specialist

c/o �e American Chamber of Commerce of the Philippines, Inc.2nd Floor, Corinthian Plaza Building, 121 Paseo de Roxascorner Gamboa Street, Legazpi Village, Makati City, 1229

C.P.O. Box 2562, Makati City, 1265Tels.: (632) 818 7911 to 13 • Fax: (632) 811 3081

Email: [email protected]: www.�lipino-americanmemorials.org

AMERICAN DESK AT THE BOARD OF INVESTMENTS(Established 1992)

EBB HINCHLIFFEDirector

YVES AGUILOSAmerican Desk Specialist

385 Sen. Gil Puyat Avenue, Makati CityTels.: (632) 895 8851; 895 3918 • Fax: (632) 896 2315

Emails: [email protected]@amchamphilippines.com

16 | AmCham Committees

COMMITTEE Chairman INDUSTRY DEVELOPMENT SPECIALISTAgribusiness Philip G. Soliven / Atty. Mel Hernandez KV Rojas

Creative Industries Yves Aguilos

Education Terry Farris Yves Aguilos

Energy & Power Atty. Jocot de Dios / Frank Thiel Bea Baldonado

Environment and Urban Development Arch. Jun Palafox Mc Bensal

Financial Services, Taxes & Tariffs Atty. Jules Riego / Rombit Co KV Rojas

Healthcare and Wellness Richard McGonegal / Donald Felbaum Mc Bensal

Human Capital & Resources Ernie Cecilia / Grace Sorongon Yves Aguilos

Information & Communications Technology Donald Felbaum / Frank Holz Mc Bensal

Infrastructure & Logistics Jaime Faustino / John Peterson Bea Baldonado

Intellectual Property Rights Atty. Divina P.V. Ilas-Panganiban, LL.M.Atty. Princess Ascalon

KV Rojas

Legislative John D. Forbes / Atty. Elaine Collado Yves Aguilos

Manufacturing Dan Lachica / Chris Ilagan Mc Bensal

Pharmaceutical Brent Denning KV Rojas

Professional Women of AmCham Belinda Racela / Atty. Melanie Lagera Bea Baldonado

Security & Disaster Resources Group Simoun Ung / Pete Troilo Bea Baldonado

Tourism & Hospitality Robert Blume / Dorothy Drysdale Mc Bensal

Trade & Investment Mario Biscocho Yves Aguilos

Young Professionals of AmCham Atty. Paolo Villonco Bea Baldonado

INTERNALMembership Roland dela Cruz Pam Santos

Kapihan• Networking / General Membership

Meetings• Welcome Breakfast

Ebb Hinchliffe / Leslie Ann Murray Pam SantosKV Rojas

Pam Santos

Chapters• North Luzon• Visayas• Mindanao

Ebb Hinchliffe Pam SantosJoan SabrosoBrenda LisenAnnie Quitay

Communications Manuel R. GuillermoErnie Cecilia

Leslie Ann MurrayChristina Tuguigui

Chet GuevaraEya Martinez

Corporate Partners Ebb Hinchliffe Christina Winton

A C T I V I T I E S / A D V O CA CY / A F F I L I AT EAmcham Foundation Edwin D. Feist / Rommel Ragasa

AmDesk at The BOI Ebb Hinchliffe Yves Aguilos

Business Leadership Program (BLP) Jun Salipsip / David Caldwell Pinky Jamili

Filipino-American Memorial Endowment (F.A.M.E.)

LT. Col. Art Matibag / Leslie Ann Murray KV Rojas

The Arangkada Philippines Project (TAPP II)

John D. Forbes Yves Aguilos

Washington Relations / APCAC Rick Santos / George Drysdale Divina Combes

18 | AmCham Staff

Assistant to the Executive Director Divina Combes

Human Resources / Administrative Of�cer Rachel de Guzman

Administrative Services Roy Fulgado

Drivers Rick PejiErnie Aala

Receptionist Celine Laurel

Accounting Manager Patricia Estrella

Accounting Head Elmer Yanuaria

Cashier Dominador Borres

Accounts Receivable Specialist Cristina Teves

Program Manager,Committees and Industry Relations

Vicky San Juan-Co

Industry Development Specialists (IDS) Yves AguilosKV Rojas

Bea BaldonadoMc Bensal

Government Liaison Yves Aguilos

Corporate Partnership Consultant Christina Winton

Membership Manager Pam Santos

North Luzon Chapter Of�ce Manager Joan Sabroso

Visayas Chapter Of�ce Manager Brenda Lisen

Mindanao Chapter Of�ce Manager Annie Quitay

Publications Consultant / Editor Leslie Ann Murray

Communications Manager Tin Tuguigui

Advertising Head Chet Guevara

Layout Editor Eya Martinez

Librarian Aurora Galvez

Business Leadership Program Manager (BLP)

Pinky Jamili


AMCHAM MEMBERSHIPD I R E C T O R Y 2 0 1 9

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7.25" X 10.25" inches

P R I N T E D A R E A

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F O R M O R E I N F O R M A T I O N

AmCham Advertising [email protected](+632) 818-7911 loc. 208

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MEMBERSHIP DIRECTORY

‘19

20 | Editorial

Creative Economy – The Next Sunrise Industry

A mCham Philippines is rolling out two new committees during the first half of 2019. Last

month’s editorial was on one of them, Education and this month we are featuring the other one. Creative Industries.

Ten years ago, 2009, the Creative Industries sector in the Philippines was projected to be 11% of total employment or the equivalent of 4 million jobs and the projection was the Sector could have about 6 million employed by 2020.

What we call Creative Industries has actually turned into a Creative Economy. Whichever it is called, it basically is defined as a sector that uses the creative talents for commercial purposes. Originally based around music, film, art and culture, the sector has diversified into all aspects of advertisement, software development, fashion, television, toys, games and much more.

There is no a shortage of creative talent in the Philippines. As far back as 2010 when AmCham rolled out the Arangkada project, Creative Industries was chosen to be one of the “7 Big Winner Sectors”.

AmCham helped organize a Creative Industries forum in late 2018 and some of the recommendations of that forum are:

1. Have the Philippine Government declare the Industry as a National Priority and create a Creative Economy Agency, lead by DTI.

2. Review and reform laws that currently limit the growth of the Creative Industry.

3. Map, measure and prioritize Creative Industries for accelerated growth in domestic and international markets.

4. Encourage and incentivize the development of creative hubs and clusters as places for incubation, production, education and R&D.

5. Push for Philippines Creative Cities development and recognition.

6. Promote new models or Creative Tourism that enhance the country’s image and promote sustainable tourism.

7. Establish a Creative Education Task Force to prioritize creative education programs that strengthen the creative workforce and have the Philippines become the creative education capital of ASEAN.

For more information on these recommendations you can go on line to the Arangkada website and find the complete policy brief. http://www.investphilippines.info/arangkada/policy-briefs/

It is now fairly well documented that the BPO/Call Center industry will no longer grow at the same pace it has for the last decade. To fill the void and keep the talent in the country, AmCham believes Creative Industries is most likely the next sunrise industry.

AmCham will be doing its part to help the Philippines reach the above recommendations. We have high expectations for our newest committee and hope all of our members will support it!

Thanks for your continued support and looking forward to a fantastic 2019!

Ebb HinchliffeEditor-in-Chief, AmCham Business JournalEbb Hinchliffe

22 | Cover Story

ART FAIR PHILIPPINES 2019: A HAVEN FOR FILIPINO CONTEMPORARY ARTBy Tin Tuguigui

S ince 2013, The Link carpark in Makati has become a multi-level haven for artists and art

enthusiasts as it became home to the Art Fair Philippines, a three-day art exhibition featuring the best of modern and contemporary Filipino art, from February 22nd to 24th.

Now on its seventh year, Art Fair Philippines highlights ARTFAIRPH/PROJECTS, showcasing works specially commissioned for the fair. The works of the former Cultural Center of the Philippines curator and director, the late Ray Albano (1947-1985), were displayed at the fair, along with his 1974 award-winning installation “Step on the Sand and Make Footprints.”

Another notable display was David Medalla’s interactive art installation “A Stitch in Time.” Featured at the fair’s central exhibit space, it allows viewers to collaborate by sewing traces of themselves—it could be their names, favorite symbols, or small items on a long piece of canvas.

David Medalla. Photo courtesy: Art Fair Philippines

Photo courtesy: Art Fair Philippines


Also, featured was Olivia d’ Aboville’s 100-percent recycled artwork entitled “Everything, Everywhere, Everyone” bringing into focus environmental issues like climate change and how the use of plastic contributes to the ongoing pollution crisis.

Lin Vinluan—this year’s recipient of the Karen H. Montinola grant—showed her work entitled “Nung Gambalain Yung Sayawan (The Disruption of A Dance)” shows how history has a way of repeating itself. →

Former Cultural Center of the Philippines curator and director Ray Albano’s works. Photo courtesy: Tin Tuguigui

Olivia d’ Aboville and Lin Vinluan. Photo courtesy: Art Fair Philippines


24 | Cover Story

“Cheap Medicine” by Oscar Villamiel. Photo courtesy: Tin Tuguigui

Other artists featured in ArtFair/PH projects were Ian Fabro (Inferno, Purgatorio, Paradiso), Christina Quisumbing Ramilo (Forest for the Trees), Ryan Villamael (Behold a City), Oscar Villamiel (Cheap Medicine), and MM Yu (Subject/Object).

“Subject/Object” by MM Yu. Photo courtesy: Art Fair Philippines

Left: MM Yu.Photo courtesy: Art Fair Philippines


International artists were also showcased at the fair. Well-known Colombian visual artist and sculptor, Fernando Botero, whose body of work features voluptuous figures were also displayed. Also shown were works by famous Japanese contemporary artist Yayoi Kusama who is famous for her colorful and abstract artworks.

“Three Woman Drinking” by Fernando Botero. Photo courtesy: Art Fair Philippines

Fernando Botero. Photo courtesy: Art Fair Philippines

“Elusive Things” (Series I to IV) by Kim Oliveros. Pnoto courtesy: Christina Tuguigui

This year’s fair featured 36 leading art galleries in the country and 16 international galleries showcasing curated exhibitions from local and foreign visual artists, namely: 1335MABINI, Asian Cultural Council/León Gallery, Affinity Art, Altro Mondo Arte Contemporanea, Archivo 1984, Art Cube, Art Underground, Art Verite, Artemis Art, Artery Art Space, Artinformal, Avellana Art Gallery, Blanc, Botero in Asia, Boston Art Gallery, CANVAS, CLEAR Gallery Tokyo, District Gallery, Edouard Malingue Gallery, Eskinita Art Gallery, Finale Art File, Gajah Gallery, Galerie Roberto, Galerie Stephanie, Galleria Duemila, Gallery Kogure, Gallery Orange, J Studio, Kaida Contemporary, Kobayashi Gallery, La Lanta Fine Arts, Mind Set Art Center, MO_Space, Nunu Fine Art, Paseo Art Gallery, PINTÔ ART GALLERY, Salcedo Auctions, Secret Fresh, Shukado, Silverlens, Soka Art, TAKSU, The Crucible, The Drawing Room, Tin-aw gallery, Underground, Vin Gallery, Vinyl on Vinyl, West Gallery, Yavuz Gallery, YOD Gallery, and Ysobel Art Gallery.

Tin Tuguigui is the Communications Manager of AmCham Philippines. She has a post-graduate degree in Marketing Communications from De La Salle University - Manila and graduated Cum Laude in 2006 with a degree in Fine Arts major in Visual Communication from St. Scholastica’s College, Manila.

MARKETINGPHOTOGRAPHYMarketing Photo Services and Products

By Harvey Chua

W hile photography is by itself a creative process, a professional photographer

differs from a hobbyist in that he must earn from his photography. He needs to go beyond creating compelling great photographs. He has to market himself as a photographer. Effective marketing helps a photographer to profit from his craft. Here are some marketing tips:

Marketing 101

Marketing is all about getting people, especially prospective customers, to get to know about you, to get them to think of you when they need a photographer. It requires identifying and knowing your market, and staying connected with them through various ways or channels – online or other means of communications, personal or face-to-face interactions, and through advertising or events. Marketing requires that you plan, keep, execute, measure and monitor, whether on a short term or long-term basis.

It’s about establishing a “brand” so that you are “top of mind” and fully trusted for the kind of photography that you do. Also, when the connection with clients or customers is strong, their challenge to you could go beyond the photography you are

known for; challenging you to go into other areas of photography you don’t normally do, because you’re the only photographer they trust to do the work for them. In short, marketing is all that you need to do to identify, to approach and win customers and create connections with them so that you could keep them as your faithful patrons, followers and supporters.

There are many resources on the Internet on how photographers market themselves, or how to prepare marketing plans. Do take advantage of them, but remember that a great marketing plan is anchored on knowing yourself and knowing your customers.

Identifying your Target Market

Not everyone needs or wants your products or services. Like the biblical parable of the seeds (some thrown into barren land, rocks, fertile soil, and only those that were thrown at fertile grounds grew), our marketing efforts should be directed at people or companies who present the possibility of being converted into customers.

As far as our photography services and products are concerned, who are these people? Are they young or old, male or female? To what economic →

| Cover Story26

28 | Cover Story

strata do they belong? Are they employed at particular companies? What kinds of positions do they occupy? What and where are they? Who or what influences their decisions? Are they the decision makers or do they lead us to those who are? What are their interests? What are their values and preferences? How do we find them and how do we connect with them?

Marketing is not always about trying to reach the largest number of potential customers. While some products are meant to be marketed to as many people as possible, there are specialty products that are produced for a specific and limited audience. What we know as “signature brands” would even lose their worth as coveted brands, if they were made available and affordable to everyone.

Should photographers aim for a bigger market, or a smaller audience? It really depends on what photography products and services are being offered. Photography companies that offer photofinishing services may go on two different directions. One that offers automated, non-customized printing would do well to put themselves in malls and highly visible locations where they can offer greater accessibility, lower prices and fast turn-around. Their marketing would be directed at a bigger audience, although it would help them to keep a database of regular customers and to find a way of connecting with them

from time to time, or when they have special promos. On the other hand, a photo lab that offers highly-

customized printing, such as for fine art photography, or specialized commercial outputs, would not be marketing to the general public. They would have to research as to who their specific potential clients are, and try to reach them. Often, this would depend on “word of mouth” and on a limited list of satisfied clients for repeat business.

When our studio, Adphoto, decided that we would focus on advertising photography, logically, we sought advertising agencies, and advertisers. We further defined the people at ad agencies who would be in a position to choose their photographers. These would be art directors or account managers, as well as print producers (formerly called “traffic.”). We did not directly seek out copywriters – since they don’t hire photographers – but we did not ignore them either, as they work side by side with art directors and can put in a good word for us. Of course, it also helped to know presidents or vice presidents of ad agencies as they could make it easier to get to meet the people who directly connect with photographers. Same with advertisers – our targets would be marketing and/or advertising managers. Their secretaries or assistants would also act as proper channels to the “powers-that-be”, so it helps to connect with them as well. (In fact, it would be foolish to ignore secretaries or


assistants, as they actually hold the power on a day-to-day basis. Secretaries whom you have ignored might just tell their bosses that they can’t reach you on your phone, although it’s probably harder to say that about emails.)

No matter what type of photography business you are running, you would have to define who your target markets are, and the closer you are to identifying them, the better your chances of reaching them.

Finding Your Niche

Tony Luna, author of “Reinventing Your Career as a Photographer” and “Mastering the Business of Photography” suggests trying to find the smallest market in a marketing strategy he calls “passion-based marketing paradigm.” In one of his online articles called “The Stages of a (Freelance) Photography Job,” he suggests trying to identify first what a photographer loves to do, and based on his passion, to find the smallest group of people who would need such photography. Marketing guru, Seth Godin, would call this small group of people who believe in you and the work that you do, as your “tribe.” Happy with the work that you do for them, they would even act as your “volunteer marketer,” spreading the good news about your photography. This is “word-of-mouth” marketing at its finest.

In class, when I was teaching “Marketing for Photographers” at the College of Saint Benilde, I would ask my students what they would specialize in and who their potential markets would be, we followed Tony’s advice, and tried to find sub-markets. Usually, when asked about their preferred specializations, students are generally divided into broad genres – fashion, travel, photojournalism and advertising. Once in a while, one student would add fine art photography to the genres being listed. Then, we work harder and further to identify submarkets. One female student who wanted to go into fashion photography, shyly volunteered a sub-specialization, “male fashion photography” and drew a lot of giggles, but also other suggestions – “children’s fashion, gay fashion, mature women’s portraits”. The class became livelier when they brought forth rationalizations for targeting such markets, and one student declared that he would pursue the senior market, since such a group of buyers are still underserved and yet, more established financially, and therefore able to afford higher prices for portraiture. I would like to repeat Tony Luna’s challenge: “What’s the smallest market that you can find that need and want your services as a photographer?”

Marketing Channels

Marketing channels are the different ways or avenues that we connect with our target markets. Since there is no one fool-proof way to reach our target markets, we should plan on several.

The Internet is a powerful channel, as we have global reach with it. Social media has emerged as a powerful tool, not only for taking your photos and information about you “out there”, but it also provides substantial statistics on who you are reaching, who is following you, how engaged they are with your materials, and more. If you should choose to advertise, rates could vary, and you have many choices on how you would want to be billed.

Traditional media (print – as in newspapers and magazines – and to a much lesser extent for photographers, radio and TV) can be expensive for photographers to employ, but many photographers go into exchange deals with these media organizations, often providing them with editorial materials, in exchange for a feature article on the photographer, or at the very least, good-sized photo credits. A word of caution: for this channel to be effective, choose magazines that cater to the same market that you are trying to reach.

Other marketing channels include events marketing (trade shows, such as bridal fairs for wedding photographers), promotions, face-to-face interactions as when we arrange for portfolio presentations, email blasts or telephone marketing, and exhibits. There are more, and it would help to be creative in thinking of ways to reach your market. While events

30 | Cover Story

such as bridal fairs, graphic/design trade exhibits, or advertising congresses are commonly participated in by photographers, please take note that these are also where our competitors are. It might be “thinking out of the box” to be the only photographer-exhibitor in a real estate developers’ convention (for those who do architectural photography), or in hotels and restaurants’ trade shows (for food photographers, or even travel photographers), or maybe at a stand-alone booth for portraiture at your town’s fiesta? At a recent trade show on corporate social responsibility - where all the exhibitors were corporate foundations - there was a solitary booth featuring a photographer, and its name was appropriately called “Blessings.” He said that he got a lot of inquiries about corporate photography from the exhibitors themselves, and few from the exhibit visitors.

You’re not allowed to do “flyering” (distributing flyers), at malls, but who says you cannot give away your business cards (illustrated, of course, with your photography) at restaurants or fast food courts. Just do it discretely.

Since they have been overused, and indiscriminately used, email blasts (like the old fashioned fax-blasts) and telemarketing are proving to be irritating to recipients, so you might want to heed Seth Godin’s advice to try “Permission Marketing.” That is, when you ask clients and customers to fill up your Client’s Info form, add a little question about how they would like to be updated about you. Those who opt for telephone or email updates can be contacted and updated that way, but make sure you are careful not to overdo it. Even permissions can be recalled or withdrawn when your email blasts become irritating.

Blogs can be a great way to connect to your clients and win some following, with permission, of course, since they would have to first visit your blogsite, and hopefully read your blog and sign up for a subscription. Your blog host will notify those who have signed up for notification, and they can choose to go to your blog, or simply ignore the notification. You can either write tips on photography that help clients who are interested to learn about photography, or your articles could establish you as the expert to go to for articles on your specialization. You could also write on any topic that you feel is interesting to many of your clients.

There are other ways to connect through the Internet. You could join forums where your clients might encounter you, or you could join networking sites like LinkedIn, Google Plus and Facebook.

Face-to-Face

While the Internet has long “arms” that reach every part of the world, nothing beats a handshake between you and your current, or prospective, client in a face-to-face meeting. So again, take out a calendar or date book (the version on your computer is fine) to schedule appointments to call on your clients. You won’t even need to wine and dine them at expensive restaurants – a quick, meet-up-for-coffee at Starbucks, Coffee Bean or Figaro would do. Show them the new photography that you are doing. If you are social friends with your clients, that’s even better – as you can invite them to celebrations not only in your studio but also in your own home, just as they can invite you to theirs. (Hey, maybe, you shouldn’t be bringing your portfolio to those parties!)

Good luck in marketing yourself as a photographer. For more tips, please visitwww.businessofphotographybook.wordpress.com

Harvey Chua is a vital part of the Adphoto Studios team, a studio specializing in commercial photography for over 40 years, under the leadership of the late John Chua. Harvey also has taught classes in the business of photography at the College of Saint Benilde. For more of her articles on marketing for photographers, please go to www.businessof photographybook.wordpress.com.

Our sincere thanks to Harvey for sharing this article with us and please note the ownership of the article content remains with Ms. Chua; any request for reprinting/quoting should be directed to her at: [email protected]

32 | Community News

The Philippine Economy:Recent Performance, Policy Reforms andInfrastructure for Sustained Inclusive Growth

PH Economic Growth in Sharp Upward Trajectory...Gross Domestic Product (GDP)

Growth Rates at Constant 2000 Prices (%)

PH among the fastest growing major economies in Asia

Source: Philippine Statistics Authority (PSA)


Growth remains strong

ECONOMIC PERFORMANCE(Growth Rate in %)

2018Q1

2018Q2

2018Q3

2018Q4

FY2017

FY2018

GROSS DOMESTIC PRODUCT 6.6 6.2 6.0 6.1 6.7 6.2By Industrial OriginAgri, Fishery and Forestry 1.1 0.3 -0.2 1.7 4.0 0.8Industry 7.7 6.5 6.1 6.9 7.2 6.8

Manufacturing 7.6 5.5 3.3 3.2 8.4 4.9Services 6.8 6.8 6.8 6.3 6.8 6.6By ExpenditureHousehold Final Consumption 5.7 5.9 5.2 5.4 5.9 5.6Government Final Consumption 13.6 11.9 14.3 11.9 7.0 12.8Capital Formation 12.4 21.5 18.2 5.5 9.4 13.9

Fixed Capital Formation 8.8 21.2 17.4 9.8 9.5 14.0Construction 10.0 13.6 16.4 19.3 5.9 15.1

Exports 6.5 12.6 13.3 13.2 19.5 11.5Imports 9.6 18.5 17.9 11.8 18.1 14.5

With rising contribution from investments and industry

34 | Community News

Supported by stable macroeconomic fundamentals

Resilient fiscal position in support of growth

National government outstanding debt (% of GDP) Fiscal Position (% of GDP)

External position is supportive of economic growth

Current Account & External Debt (% of GDP) OF Remittances (US$ billion)

Despite the uptrend in 2018,Inflation is expected to normalize this year

Headline Inflation (2012=100), January 2016 - January 2019


Rising Foreign Net Equity Investments in Manufacturing(in USD million)

Percent Share to Net Equity by Industry (%)

Source: Bangko Sentral ng Pilipinas (BSP)

Our vibrant economy is producing more and better jobs

Indicators 2017 2018 p/Population 15 years and over

69,891 71,339

Labor Force Participation Rate

61.2 60.9

Employment Level 40,334 41,160

Employment Rate (%) 94.3 94.7

Employment Generation -664 826

Unemployment Level 2,441 2,302

Unemployment Rate (%) 5.7 5.3

Underemployment Level 6,506 6,735

Underemployment Rate (%) 16.1 16.4

Unemployment and Underemployment Rates:2006-2018

Summary of Labor and Employment Indicators, 2017 and 2018

(in ‘000 except rates)

Technical Notes:a/ Adoption of new unemployment definition (using ‘past week’ reference period) based on international standards per NSCB Resolution

No. 15 series of 2004 starting April 2005 survey round.b/ Adoption of 2000 CPH starting January 2006c/ Adoption of 2009 PSIC starting January 2012d/ FY 2014-2015 employment excludes Leyte due to devastation of Typhoon Yolanda; FY 2014 averages Apr, Jul, Oct rounds only while

FY 2015 averages all four rounds of LFS.e/ Adoption of 2013 MS and 2010 CPH starting April 2016; January 2016 still uses 2003 MS but was rebased using 2010 CPHp/ Preliminary and may change.

Source: Philippine Statistics Authority, Labor Force Survey

36 | Community News

The Outlook: Philippines to remain one of thefastest-growing major economies in Asia

Source: IMF-WEO October 2018, IMF-WEO Update, January 2019; Actual 2018 GDP for Philippines, China, and Vietnam

Broad consensus on sustained growth

Institution 2019AMRO 6.3

Asian Development Bank 6.7

Australia & New Zealand Banking Group

6.4

Credit Suisse Group 6.5

DBS Group 6.5

Fitch Ratings Ltd 6.7

Goldman Sachs Group 6.0

HSBC Holdings 6.5

International Monetary Fund 6.6

JPMorgan Chase 6.0

OECD 6.5

Standard Chartered 6.4

UBS 6.1

Union Bank of the Philippines 6.8

World Bank 6.5

Median 6.5Mean 6.4

Potential Growth Risks

Normalizing monetary policy of advanced economies

Inward looking policies leading to tariff increases and trade tensions

EXTERNAL

Negative investor sentiment towards emerging markets

Easing ofglobal growth

Build up of financial sector risks and excessive credit growth

DOMESTICNatural hazards

Weak consumer sentiment

Delays in infra projects and logistics bottleneck

Restrictive employment protection legislation

Security risks

Agricultural supply bottlenecks

| Community News38

Sustaining/Accelerating Economic Growth

Filipinos are among the youngest in Asia

Demographic Windows in Asia Dependency Ratio in Southeast Asia(in %)

*Demographic window is defined as the period when population under 15 years old drops below 30% and population over 65 years old is less than 15%

Sustain & accelerate economic growth through policy reforms

RPRH Law

National ID system

EODB Law

Rice Tariffication

Foreign Investment Negative List

Sustain & accelerate economic growth through policy reforms

Source: NEDA Staff estimates

Employment in hundred thousands


Updated Public Investment Program 2017-2022*

By Theme (PhP Billion)

*Based on the submission of Agencies in the PIPOL System, validated by NEDA Secretariat as of December 14, 2018, and for confirmation by appropriate inter-agency bodies.

PDP Chapter 19: Accelerating Infrastructure Development

Number of Infrastructure Projects by Region

As of 14 December 2018

| Community News40

Status of the 75 Infrastructure Flagship Projects

StageNo. of Projects Indicative Cost

(in PhP M)As of November 2018

As ofJune 2017

As ofJanuary 2019

1. Development 56 24 527,977.781.1 Pre-investment Study 56 24 527,977.78

2. Implementation 19 46 1,563,942.292.1 Budgeting/Financing 13 16 884,015.74

2.2 DED/Procurement 6 19 640,060.20

2.2.1 Procurement 6 15 257,180.97

2.2.2 DED - 4 382,879.23

2.3 Construction - 11 39,866.35

2.3.1 Ongoing - 9 38,621.47

2.3.2 Completed - 2 1,244.88

3. For Review - 5 84,294.00TOTAL 75 75 2,176,214.07

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the Advertising Head at Fill up the form, which may be requested from

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We reserve a single slot for e-mail campaigns exclusive for AmCham advertisers for all Tuesdays and Thursdays of the year. From the slot, you may select your preferred schedule for your campaign .

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In Memoriam

Francisco MañosaFebruary 12, 1931 - February 20, 2019

We wish to recognize the contribution of the late Francisco Mañosa to the architectural legacy of the Philippines as we mark the initiation of our AmCham Creative Industries Committee in this issue of the AmCham Business Journal.

F rancisco ‘Bobby’ Mañosa was a Filipino architect considered one of the most influential Filipino

architects of the 20th century, for having pioneered the art of Philippine neovernacular architecture. His contributions to the development of Philippine architecture led to his recognition as a National Artist of the Philippines for Architecture in 2018.

Although he was popularly known as the architect of the Coconut Palace (commissioned by ImeldaMarcos), his other notable works include the Shrine of Mary, Queen of Peace, Our Lady of EDSA, restoration of St. Joseph Church (home of the Bamboo Organ, Las Piñas), The New Medical City (built in 2002), the restoration of Nielson Towers (former airport in Makati), Ateneo Education Building, Ateneo Professional Schools, Corregidor Island War Memorial, Davao Pearl Farm resort, and the Amanpulo resorts, to name a fraction of his works.

Mañosa devoted his life’s work to creating a Filipino identity in architecture, advocating design philosophies that harken “back to the bahay kubo and the bahay na bato,” and other traditional vernacular forms. Mañosa became known for combining these traditional forms and indigenous materials with modern building technology to create structures which he felt were those best suited to the Philippines’ tropical climate.

Philippine architecture historian Gerard Lico describes Mañosa’s style, saying:

“His approach to traditional design is based on the ability of the architect to identify the essential building elements and to translate them into a contemporary image. His architecture is not a mere mechanical mimicry of vernacular architecture, which many would think to be locked in time. He initiated a contemporary mode that uses and revitalizes the knowledge from previous generations, recovering age-old constructive

methods and finishing materials, emphasizing their optical and thermal qualities.”

By the 2010s, Mañosa was a retired but decorated architect. His three children all work for the family company, Mañosa & Company.

In earlier years, while not working on his projects for the company, Mañosa was also part of the jazz band The Executive Band; he played piano for the band.

Mañosa died on February 20, 2019, reportedly due to a lingering illness. He was 88.

Source: Google/Wikipedia

42 42 42 | Cultural / Regional Series

Beyond Sugar:NEGROS OCCIDENTAL GEARS UP FOR GLOBALIZATIONby Stephanie O. Dychiu

A bout an hour’s flight from Metro Manila lies the island province that was once considered

the wealthiest and most powerful in the Philippines, and aims to be so once again.

The sugarbowl of the Philippines, Negros Occidental, with its capital Bacolod City, was such a formidable seat of wealth and power during the Commonwealth period that it was visited by Theodore Roosevelt, Jr. himself as governor-general of the Philippines from 1932 to 1933. Manuel L. Quezon, first President of the Commonwealth of the Philippines and loyal champion of the Negros “sugar bloc”, personally inaugurated Bacolod as a charter city in 1938 with key members of his government, many of whom were prominent Negrenses.

Investment in Negros during the American colonial period was concentrated on the sugar industry, after a series of laws were passed allowing substantial

quantities of Philippine sugar to enter the United States duty-free, effectively creating a captive market for Negros sugar. This paved the way for the immense fortunes of the island’s mostly Spanish and Chinese mestizo-descended sugar planters, who rose to become the kingmakers of national politics and taste makers of Philippine society. What was good for the sugar industry was good for the country, since sugar was the main engine powering the Philippine economy back then—this was the prevalent thinking at that time.

But too much of a good thing can be a bad thing, and the guaranteed income that came from producing sugar for a captive market caused the province to develop a “mono-crop” economy that was heavily dependent on producing one product for one market. When the Laurel-Langley Agreement that secured the generous U.S. sugar quota for the Philippines ended in the mid-1970s, the economy of Negros Occidental was thrown into a severe crisis. The

The Negros Occidental provincial capitol in Bacolod City gives a glimpse of the grandeur of the province’s past. Built in the 1930s in the same opulent Beaux-Arts style as the Legislative Building in Manila, and designed by the same architect, Juan Arellano, the provincial capitol epitomized the Negrenses’ view that their home province was equal, if not superior, in status and sophistication to Manila. (Photo by J Albert Gamboa)


sugar industry gradually recovered as domestic demand for sugar grew, and government policy favorable to local sugar producers kept cheaper imported sugar at bay through several administrations.

At present, Negros Occidental still produces more than half of the sugar in the Philippines. As a protected industry, however, the industry was unable to develop the brawn, survival instincts, and operational efficiencies needed to be competitive in the world market. When the ASEAN Free Trade Act’s (AFTA) Common Effective Preferential Tariff (CEPT) took effect in 2015, tariffs on imported sugar had to be lowered to 0-5%. More recently, local manufacturers of sweetened beverages and confectionery have begun complaining more intensely about the high price of local sugar, and actively lobbying for the government to liberalize the importation of sugar. Forward-thinking businessmen in Negros Occidental know that protectionist policies may no longer be able to shield the sugar industry much longer, and diversifying into new industries is the only sustainable way to secure the province’s future.

Globalization is the biggest threat that faces the sugar-dependent economy of Negros Occidental, yet globalization may also be the key that can enable the province to scale new heights of growth even beyond the prosperity it enjoyed during the boom years of the Commonwealth era. A century and half ago, vast tracts of cheap raw land for establishing sugarcane

plantations and sugar mills were the biggest draw of Negros island. Today, Negros Occidental is a thriving mini-metropolis with a sizeable population and a unique Asian-Latino lifestyle that perfectly blends city and country living, work and play. Enjoying the best of both worlds is not just an ideal but actual reality in the province, since beautiful mountains and beaches are not too far from the city. Out-of-town visitors frequently say they wish they could retire there, while native Negrenses who have lived and worked in the most vibrant capitals of the world continue to identify themselves as Negrense and consider Negros Occidental home. Though currently behind Cebu and Iloilo in terms of development, Negros Occidental has all the fundamentals in place. Its arrested development is, ironically, where the sweet spot of opportunity lies, a place full of potential that is just about to take off. This short primer gives an overview of why the province warrants serious consideration as an investment destination.

LocationNegros island is the fourth-largest island of the

Philippines, located in the Visayas region on the central part of the country. The island is divided into two provinces—Negros Occidental on the northwest, and Negros Oriental on the east. Bacolod City, the gateway to Negros Occidental, is a 1-hour flight from the national capital Manila, and a 30-minute flight from Cebu City. There are currently no regular commercial international flights landing on Negros Occidental, but the Bacolod-Silay Airport which began operating in 2008 is capable of accommodating long-haul jets. At present, the quickest way for international →

Photo by Stephanie Dychiu

Photo by Jeanne Ramos

44 | Cultural / Regional Series

travelers to reach Negros Occidental from overseas is through flights landing in the international airports of Iloilo or Cebu in the Visayas, or Manila or Clark in Luzon.

Land areaNegros Occidental has the eighth-largest land

area among all the provinces of the Philippines at 7,965.21 square kilometers. The famously fertile volcanic soil of the province that has been devoted to growing sugarcane for over a century is increasingly being used for other types of farming, as the province attempts to transform itself from “Sugarbowl of the Philippines” to “Organic Food Bowl of Asia”. Aside from sugarcane, a growing proportion of agricultural land is now being used for growing rice, corn, fruits and vegetables, as well as for fish and prawn farming, poultry and livestock-raising.

PopulationNegros Occidental including independently

governed Bacolod City has the fifth-largest population among all the provinces of the Philippines at 3,059,136 as of 2018. This is comparable with the population of the provinces who rank third and fourth, Cavite (3,678,301) and Bulacan (3,292,071). The top two are Metro Manila (12,877,253) and Cebu (4,632,359). In the last Census of Population taken in 2015, 33% of the population of Negros Occidental was between 0-14 years old, while 63% was between 15-64 years old. This youthful demographic assures the province of a strong workforce and vibrant consumer market in the medium- to long-term.

Education Universities and colleges in Negros Occidental

have a long track record of producing topnotchers in national professional licensure exams. In 2017, a law graduate of the University of St. La Salle (USLS) in Bacolod City, Mark Simondo, topped the national Bar Examinations. Another graduate from the same university, John Cyril Claur, topped the 2017 national Chemical Engineers’ board exam. Krisha Badillo, a graduate of Riverside College, a school that specializes in nursing and physical therapy, topped the Physical Therapists’ board exam in 2018. The University of Negros Occidental-Recoletos (UNO-R) was named the third top-performing school for medical technologists by the Professional Regulation Commission of the Philippines in 2018. La Consolacion College (LCC) is known for its architecture and interior design programs, whichhave also produced board exam topnotchers.

LaborMinimum wage rates in Negros Occidental are

among the lowest in the country at ₱295 to ₱365 per day, and 30-40% lower than Metro Manila’s ₱500 to ₱537 per day. The pressures of daily living are far lower in Negros Occidental compared to Metro Manila, even in the highly urbanized capital Bacolod City, enabling workers to be more motivated and productive. Employers thus benefit not only from significantly lower wage costs, but also from higher employee morale and output. Negrense people are known to be mild-mannered, patient, and easygoing, making them highly adaptable and effective team players.

Infrastructure The main airport of Negros Occidental, the

Bacolod-Silay Airport located in Silay City, replaced the old Bacolod City Domestic Airport in 2008. Though currently serving only domestic flights, the Bacolod-Silay Airport is capable of accommodating international flights. A new 21.8-kilometer road, the Bacolod Negros Occidental Economic Highway, will reduce travel time between the airport and the interior of Bacolod City from the current 45 minutes to just 15 minutes when it is completed in 2022.

Negros Occidental is also very accessible by land and sea from various parts of Luzon, Visayas, and Mindanao through Ro-Ro (roll on, roll off) ferry networks, since Negros island is located right →

Photo by Bob Lacson

46 | Cultural / Regional Series

Stephanie O. Dychiu is a management professional and media practitioner who calls three places home—Manila, Shanghai, and the land of her childhood, Bacolod City. Promoting tourism and investment in her home province Negros Occidental is one of her long-time personal advocacies, for which she extends advisory assistance on a voluntary basis to serious investors. She may be reached thru [email protected]

at the center of the Philippine archipelago. The main port of the province is the BREDCO (Bacolod Real Estate and Development Corporation) port at the Reclamation Area of Bacolod City. The smaller cities and towns along the province’s coastline such as Escalante, Pulupandan, Hinobaan, San Carlos, Victorias, Cadiz, and Sipalay also have their own ports, making the transport of goods and people to neighboring islands Panay, Cebu, and Guimaras relatively fast and convenient.

Feasibility studies are ongoing under the Philippine government’s “Build, Build, Build” program for the construction of bridges that will connect the islands of Negros, Panay, and Guimaras, and another bridge that will connect Negros and Cebu island. Should these projects materialize along with the planned Batangas-

Mindoro bridge, it will be possible to travel to Negros from Metro Manila or from any point of Luzon purely by car.

Quality of lifeA good gauge of the exceptional value

Negros Occidental offers as a place for living, working, and doing business is the price of premium real estate in Bacolod City. The prevailing market value of property in the most exclusive residential villages averages about ₱15,000 per square meter, which is barely 10% of the price of property in equivalent neighborhoods in Metro Manila. Food is another indicator of the high quality of living that can be enjoyed in the province vis-à-vis the cost. A disproportionately large number of the most famous chefs of the Philippines have roots in Negros Occidental, and when one experiences the culinary scene in the province, it is easy to see why. Negros Occidental has

a very long heritage of fine dining and entertaining that goes all the way back to Spanish colonial times, and this, coupled with abundant and inexpensive access to the freshest seafood, meat, and produce grown in farms not too far from the urban areas, makes Negros Occidental a truly peerless epicurean heaven.

Opportunities abound in Negros Occidental, especially in the areas of energy, infrastructure, modernizing agriculture, food processing and manufacturing, IT-related services, and tourism. The potential economic rewards of investing capital and technology in the province are great, but equally significant are the psychic rewards of helping transform the old feudal mono-crop economy into something more sustainable, egalitarian, and able to compete with the best in the world.

Photo by Stephanie Dychiu

Sheraton Hotel Manila hosts the AmCham Board of Directors Meeting

S heraton Hotel Manila hosted the Amcham Board of Director’s monthly meeting last February 14, 2019 at their new “S Kitchen”.

Attended by Ebb Hinchliffe - Amcham, Ariel Lacsamana - 3M, Bruce Winton - Marriott Hotels, Rick

Santos - Santos Knight Frank, Philip Soliven - Cargill, Peter Hayden - Capital One, Winn Everhart - Coca-Cola Far East, Jocot de Dios - GE, Rachel Anne de Guzman and Divina Combes - Amcham.

AmCham News | 47

48 | Community News

Santos Knight Frank wins “Best Leasing Agency” in Asia PacificT he Philippines’ largest real estate service

provider, Santos Knight Frank, was named the “Best Lettings Agency Asia Pacific 2018-2019” during the International Property Awards (IPA) at The Savoy Hotel, London on December 3rd. It is the fourth time Santos Knight Frank has won the title since 2012*.

The recognition follows after the company won

the “Best Real Estate Agency”, “Best Property Consultancy” and “Best Leasing Agency of the Philippines” categories in May 2018, during the Asia Pacific Property Awards.

Santos Knight Frank is behind many of the country’s landmark sales and leasing deals. Most recently, Joey Radovan, Vice Chairman and Head of the Occupier Services & Commercial Agency (OSCA),

and Francis Bautista, Executive Director of OSCA, closed a historic 70,000 sqm single office leasing transaction – the largest ever in the country by far.

Rick Santos, Chairman & CEO at Santos Knight Frank, says: “We’re extremely happy to bring this honor to the Philippines as the only regional winner that is a Filipino real estate agency. As we celebrate our 25th anniversary next year, we are even more committed to continue our mission of generating jobs, growing the Filipino middle class and contributing to the growth and success of our country.”

The award was received in London by Percy Datayan, Associate Director of OSCA at Santos Knight Frank.

*Santos Knight Frank was Best Lettings Agency Asia Pacific in 2012-2013, 2013-2014 and 2015-2016. It has also won other regional accolades between this period such as Best Property Consultancy Website, Best Property Consultancy Marketing and Best Real Estate Agency.

50 | Community News

Empowering the Next Generation of Game Changersby Marion Joseph Villar

S tarting a business can help not only the aspiring entrepreneur, but also the country.

Unfortunately, micro, small, and medium enterprises (MSMEs) in the Philippines are burdened with a complex bureaucracy–especially when it comes to the tax system. The Center for Strategic Reforms of the Philippines (CSR Philippines) aims to address this problem by promoting a genuine tax reform and improving the ease of doing business.

CSR Philippines was founded by Mon Abrea also known as the Philippine Tax Whiz. After his mission to study corruption in the Bureau of Internal Revenue (BIR) in 2009-2010, Dr. Jess Estanislao, former Finance Secretary, encouraged him to think of strategic reforms to promote a genuine tax reform which must be institutionalized and not limited with personalities or politics. He also had special concerns for MSME development, especially involving the youth, as small businesses are the ones that greatly suffer due to bureaucratic processes in the government.

To institutionalize reforms, he needed to engage all stakeholders, educate the taxpaying public, partner with media, and use the power of social media to reach more people who are either afraid of taxes or simply don’t care as they deem corruption in the government, particularly in the BIR, as hopeless.

He started by inviting his friends and mentors to join him as founding trustees and start the revolution by establishing CSR Philippines in 2013. A tax forum with the BIR was held as its first activity at the time when nobody wanted to talk about corruption in the BIR or tax reform in general.

It recognizes the need for tax policy reforms to be complemented by tax administrative reforms. If the tax reform does not address its inefficiencies,

then it will remain as burdensome as before. As CSR Philippines Founding President Mon Abrea puts it, “There’s no point putting more water in a pail full of holes.” There will be no need to increase tax rates if only the government can address these leakages.

The organization envisions itself to be at the core of public-private collaboration to improve how business is done in the country and it continues to endeavor toward becoming the center for integrated efforts that empower MSMEs toward inclusive growth.

In August 2016, CSR Philippines became the official Think Tank of the BIR and the Department of Trade and Industry on ease of doing business.

Toward its goals, CSR Philippines has enacted two key advocacy programs: the “Tax Education and Reform” and the “Youth in Business.” This 2019, another program will be joining the fray, the “Balik Ka, Kabayan” (translation: Come Home, Fellowmen).

Under “Tax Education and Reform,” it addresses the problem caused by lack of tax education. It’s a leading cause in most tax violations. Failed compliance presents a problematic issue to both the government–due to the taxes they would not have been able to collect–and entrepreneurs–due to the penalties they would inevitably incur.

CSR Philippines aims to strike at the root of the problem by educating MSMEs to become more honest and better taxpayers. After all, achieving a genuine tax reform requires the cooperation of both the government and the taxpayers.

Its most recent initiative involves informing taxpayers about the provisions of the Tax Reform for Acceleration and Inclusion (TRAIN) Law which has been implemented in 2018. Its tax handbook, “Got A Question about Taxes? Ask The Tax Whiz!” has been distributed throughout the country along with Tax Guides for small businesses and Tax Comics.

In the past two years, CSR Philippines has distributed over 10,000 copies of its tax publications.

In partnership with various organizations, CSR Philippines has also spearheaded the Nationwide Tax Roadshows to further promote tax education.

It conducts tax seminars throughout the country. From Ilocos Norte in the north to Davao in the south, the Nationwide Tax Roadshow has stopped by


different provinces since its launch. In 2017 and 2018, it was able to visit over 30 provinces in the Philippines.

CSR Philippines also launched a Tax Roadshow in Singapore to guide Overseas Filipino Workers (OFWs). This was attended by over hundreds of OFWs who are either interested to use their hard-earned money to invest or put up their own business back in the Philippines.

Moreover, CSR Philippines organized the 1st Philippine Tax Congress last September 2016 in partnership with the United States Agency for International Development–Facilitating Public Investment (USAID-FPI), Integrity Initiative, Philippine Center for Entrepreneurship-Go Negosyo, Ateneo Graduate School of Business, Association of Filipino Franchisers Inc., and Asian Consulting Group. This was part of the consensus building process for an open discussion between the government and private sector on the proposed Comprehensive Tax Reform Program of the Department of Finance (DOF). Senators, Congressmen, and the Secretary of DOF were part of the panel discussion and the audience was composed of different Philippine Business Groups such the Philippine Chamber of Commerce and Industry, Management Association of the Philippines, Makati Business Club, among others. Representatives from Joint Foreign Chambers were also in attendance.

Recently, it held the Ease of Doing Business (EODB) Forum last January 30, 2019 to discuss the Ease of Doing Business and Efficient Government Service Delivery Act which was signed into law last May 2018. Part of the program was the signing of the Memorandum of Agreement among the government and different industry partners to help promote the said act.

Under its other advocacy, the “Youth in Business,” CSR Philippines launched the Youth Entrepreneurship Bootcamp (YEBC) in March 2017. This was funded by the US Department of State in partnership with the American Councils and Young Southeast Asian Leaders Initiative (YSEALI).

If fostered to be entrepreneurs, the youth can become major contributors to the country’s economic growth. YEBC aims to help give these youth and aspiring entrepreneurs a foothold to learn from and connect with successful entrepreneurs. Held over the course of three days, the event was comprised of a summit, booth exhibits, mentoring sessions, and workshops which was attended by over 300 delegates consisted mainly of students.

Part of the program was also the awarding of the Integrity Leadership Award. Five young entrepreneurs were chosen as awardees including world-renowned designer Kenneth Cobonpue. YEBC also encourages the youth to put premium on integrity and to inspire them not just to do well in business but to do good as well. →

Memorandum of Understanding - BIR, CSR PH, DTI

52 | Community News

This year, CSR Philippines’ new advocacy of “Balik Ka, Kabayan” is inspired by its OFW roadshow. This program aims to guide OFWs in financial literacy and business trends in the Philippines. Its goal is to turn Overseas Filipino Workers into entrepreneurs or investors. This is in line with the DTI’s priority programs to promote inclusive growth. A new book on personal finance and taxes will also be launched to be used during the roadshows. It will be a non-conventional and research-based guide to managing personal finances for OFWs including millennials. It will be visually designed to illustrate financial principles in a very non-intimidating way for non-finance professionals. Topics such as goal setting, budgeting, insurance, retirement as well as entrepreneurship and taxes will be included.

Target countries to be visited are United Arab Emirates, United Kingdom, Italy, Switzerland, Singapore, USA, Hong Kong, and Canada. This will be held in partnership with various organizations such as the DTI, The Filipino Channel–Global, and ABS-CBN Publishing.

Aside from its advocacy programs, CSR Philippines also conducts the “Pamaskong Handog para sa Kabataan” (translation: Gift-Giving for the Youth) every December.

1st Philippine Tax Congress - A Dialogue on Tax Reform for Inclusive Growth

“It’s Better to Donate Than to Evade” runs its tagline. Instead of avoiding taxes by evading them, businesses can do so by donating to those in need. Targeting young students, the event remains an extension of the organization’s advocacies. This also serves as a gathering of all partners that have helped the organization to be where it is now.

CSR Philippines was founded with the aim of rekindling hope and inspiration especially among the youth that we can be honest and better taxpayers—professionals and businessmen alike—to build a better Philippines. It earnestly hopes to restore honesty and integrity in the business model of making profit while empowering individuals, improving society and ultimately, building a great nation.

If you’re interested to partner or help fund CSR Philippines’ programs, you may contact Marion Joseph Villar, Program Manager at [email protected], (+632) 622 7720 or (+63) 917 629 1897. Visit also www.facebook.com/CSRPhilippines for more information.

Marion Joseph Villar is currently the Program Manager of the Center for Strategic Reforms of the Philippines, the official Think Tank of the Bureau of Internal Revenue and the Department of Trade and Industry on ease of doing business. He obtained his Bachelor’s degree in Hotel, Restaurant and Institution Management from the University of the Philippines (UP), one of the top universities in the Philippines and Asia.

53AmCham Signature Event |

54 | AmCham News

American Chamber mulls opening of office in Iloilo

T he American Chamber o f C o m m e r c e o f

the Ph i l ipp ines (AmCham Philippines), Inc. is considering the establishment of an office in this highly urbanized city including to serve the neighboring province of Negros Occidental and Bacolod City.

Ebb Hinchliffe, Executive

D i r ec to r o f t he AmCham Philippines, was here for an exploratory visit and met with Mayor Jose Espinosa III and Local Economic and Investment Promotions Officer Ritchel Gavan on Monday.

“We do not have a presence here in Western Visayas. So as one of the fastest growing areas in the country, we start first to take a look at what we can do to support business in the US (United States) and the Philippines,” Hinchliffe said in an interview.

AmCham, he said, is a non-profit organization composed of American and Filipino companies.

H e s a i d a s t h e y s a w it, they already have a good representation in Metro Manila, Central Visayas, and Mindanao but none in Western Visayas.

Should they decide to push through with the plan, Hinchliffe said they intend to be able to locate before this year ends.

The office will be looking at how it can promote business and encourage more companies to invest and create jobs, he said.

“Our focus is to give jobs to many Filipinos. We’re trying to get people out of poverty and there are two ways to do that - that’s education and jobs,” he added.

Hinchliffe last visited Iloilo City 26 years ago when the city then had

no big malls and no highways, and had only two stoplights.

“I‘ve never seen a city changes much, transform for a short period of time as this city has. I travel all over all the way from the north all down to the General Santos in the south. It’s just amazing how Iloilo has transformed,” he said.

During the meeting, Espinosa walked through the visitor on the ongoing

developments, various plans, and possible investments that will be coming into this city in the next few years. (PNA)

Officials of the American Chamber of Commerce (AmCham) of the Philippines, Inc. in a courtesy call to Iloilo City Mayor Jose Espinosa on Monday, February 18, 2019. (Photo from Iloilo City Government)

By Perla Lena

Source: Philippine News Agency, http://www.pna.gov.ph/articles/1062234

56 | AmCham Foundation News

8th AmCham ScholaRUN - Eat & Run

M ore than four thousand three hundred runners turned up at “SM by the Bay” and

ran their way to the finish line for the “8th Annual ScholaRUN” of the American Chamber of Commerce Foundation Philippines, Inc. on the early morning of March 3. For its eighth year, the foundation introduced a new facet to the race - Eat and Run, the first of its kind in the country, where food stops were set up along the running course.

AmCham’s member companies, as well as the general public, participated in this yearly race to support the foundation’s cause; that is, to raise funds for AmCham’s scholars, in order to help finance their education.

AmCham Foundation president, Mr. Edwin Feist, opened the event and also led the three-kilometer

run category. Meanwhile, AmCham Foundation’s 1st Vice President, Chris Nelson, took the lead in the five-kilometer race category.

As early as four in the morning, runners were excited about this unique running concept. During the race, runners were treated with some of America’s food favorites like pizza, doughnuts, and hotdogs. As they approached the finish line, they received their finisher’s medal. They also went home with loot bags and goodies from generous sponsors. The “fastest runners” who finished the race were awarded, receiving a medal and other gifts from several sponsors. Lucky runners also won special prizes from sponsors via a raffle activity.

After the finishing their respective races, with energy still high, runners actively participated in a

The winners of the male division - 10k category.


revitalizing Zumba session. They were also delighted to participate in games such as “Egg Catching” and “Bring Me”.

To show its gratitude for making this annual run possible, AmCham Foundation gave Tokens of Appreciation to Chevron Philippines and Emerson. Emerson also got “Special Recognition” for having the largest number of participants joining the race. Also present at this “Eat and Run” event were the AmCham scholars, who took part in assisting in the race.

AmCham Foundation initiated this annual “run for a cause” to provide scholarships for underprivileged

yet deserving students. Through this program, the foundation helps scholars finance their tuition fees, uniforms, allowances, and school supplies, among other needs. Moreover, the foundation supports scholars to gain on-the-job training and employment with the assistance of AmCham member companies.

AmCham Foundation would like to thank all the runners and sponsors for making this event a success.

We are looking forward for your continued support! See you NEXT year!!!

3K runners getting ready at the starting line headed by Mr. Edwin Feist Amcham Foundation President.

58 | AmCham Foundation News

“Biggest Delegation Award” goes to Emerson A young runner poses with theMogu-Mogu mascot

AmCham Education Committee Launch 2019Building goals and objectives through LEGO Serious Play

T he AmCham Education Committee conducted its kickoff event February 26, 2019. The event

intended to raise awareness of its existence, introduce the committee chairperson and, identify the goals and objectives of the committee responsive to the needs and expectations of the chamber’s members.

Suggestions were recognized through an innovative approach called “LEGO Serious Play” conducted by the KickFire Kitchen team. This methodology required attendees to build their thoughts and ideas with LEGO pieces.

As suggested by the attendees, top needs of the committee are as follows:

Linkages

• This point suggests that the committee should be an effective avenue in building bridges through different leverages.

• Programs to make this possible may include roadshows, committee meetings, etc.

Partnerships

• This point suggests that the committee should organize a wide range of partnerships for both members and non-members of AmCham to accelerate the interests of the education industry.

• Programs may include school reach-outs, industry visits to educational institutions, sharing of best practices during committee meetings, and conducting large scale events and summits

Frameworks for Education to Industry Collaboration

• This point highlights the importance of connectivity between education and industry, and creating an effective framework.

• Also, this suggests that AmCham should collaborate with different business groups (such as GAIN, PBEd, etc.), invite industry leaders to talk, collaborate with the human resources sector.

Addressing the needs of the industry

• This point suggests that the committee should take a closer look on the needs of both industry and education and address issues of skill deficiency, career mismatch, graduate shortage, etc.

Advocacies

• This point suggests that the committee shall emphasize the importance of policy and advocacy in the education sector. Providing an effective dialogue with the government, local and international non-government organizations, etc. by identifying and promoting key reforms to improve the business and economic landscape of the industry.

Improve US-PH Collaboration on Education

• AmCham Philippines, being a well-recognized American business organization in the Philippines should focus on leading promoting ties between two countries in education partnerships.

• This shall include cooperative activities with the US Government (through the US Embassy) with their network called “Education USA” which promotes U.S. higher education to millions of students around the world by offering accurate, comprehensive, and current information about opportunities to study at accredited postsecondary institutions in the United States. accredited postsecondary institutions in the

By Yves Aguilos

AmCham News | 59

60 | Contributed Article

The last few years have seen some amazing technological advancements. Artificial intelligence (AI) is becoming an important function as it is fast emerging with numerous benefits to global mobility.

What is Artificial Intelligence?

Artificial Intelligence is a computer system built to perform tasks that would usually require human intelligence. Gartner, a leading research and advisory company, recently published the top 10 strategic technology trends for 2019. It cited that in less than four years, 40% of new application development projects will have AI co-developers.

AI is not a new technology, Matt Crockett, Crown’s Director of Finance and Technology, explains “It’s what can be done affordably with AI that has changed so much in the last five years, with the rise in computing power and big data.” The overwhelming amount of information available online, and the increase in computing power, make it possible for AI algorithms to enable predictive analytics and support smarter service provision.

The capabilities offered show the significant impact AI could have on global mobility. “Offering a more intelligent approach, AI can read emails and listen to conversations in real time – to hear tone of voice and inform the user about writer/speaker sentiment. So, it could support the Mobility Advisor to be more empathetic and detect subtle characteristics,” explains Matt. Think along the lines of IBM Watson or Affectiva.


Is AI replacing the need for human contact?

The idea that this technology is currently replacing the need for human contact involved in a relocation is not unreasonable, but we’re protecting the role for our Mobility Advisors. “Given the highly emotional journey many individuals and their families go through. The emotional ups and downs are enormous, and well outweigh the rational steps involved in a typical relocation,” explains Matt. AI is significant in its capabilities to enhance personalization, however there is still a human need. There is an expectation that the critical human competencies of managing uncertainty, counselling with empathy and managing expectations through the cycle will continue. Over the next couple of years this will continue to be the core task of our Mobility Advisors.

Competitive advantage

The competitive advantage can’t be ignored. As a cognitive technology, AI can go beyond the traditional and use intelligent systems to recognize, foresee and ease risks with relocating employees globally. This technology has the ability to understand complex information through targeted learning. Matt suggests, “I think we’re going to see a continued rise of self-service capability supported by infant AI/ML (Machine Learning) capability. Such as, chatbots and semi-automatic processing of expense receipts.” For example, logging on to social sites you are handing over your data to smarter customer relationship management systems. This means providers will be able to offer more tailored experiences without having to ask relocating employees too much. Matt added that the benefits to global mobility are “leveraging the data and providing more targeted, personalized services and promoting critical competency learning tools tailored to the individual’s needs.” AI is proving a valuable source to enhance the global mobility experience.

We see our role to maintain the right balance between physical and digital. We continuously tweak and adapt our service delivery models as new tools and concepts present themselves. Whatever changes we embrace we always take in the ever-changing needs of our customers.

For further information on how Crown World Mobility can help your company find the right balance

Please contact us at +63-28221123 or email us at [email protected].

62 | Business Leadership Program

A heartfelt reflection on the AmCham BLP

I am a couple hours away from boarding my international flight and I felt like this was a perfect

time to look back on how I reached this point of my life.

I was eighteen at that time when somebody told me to try applying for a program called “The American Chamber of Commerce of the Philippines Business Leadership Program”, also known as “AMCHAM BLP”. I checked out the eligibility and upon entirely evaluating it, I said “Nah. The average girl like me won’t make it.”, so I never really thought of turning in my application. As the deadline got closer, my friend kept on convincing me to just send my application and see how it goes from there. Perhaps, he was able to influence me because even if I wasn’t certain if I was academically good, if I have enough extra-curricular activities, or if I have good communication skills, I submitted my application.

From there, I went through several stages of screening – an online examination, video application, group assessment and panel interview. Trust me, every time I qualified for the next screening process, my fear kept growing. A lot of “what if’s” were running in my mind. It wasn’t the smoothest ride – indeed a roller-coaster ride. Here comes the last and final stage – the panel interview. When I went inside the interview room, I could feel my legs tremble and my heartbeat was at its zenith. I was so scared –I was just 18 and that was my first panel interview encounter. I was so totally nervous that when the interviewer offered me coffee, I had the audacity to politely say “No, but thanks Sir. I prefer water.” (Last time I checked, coffee is “life” for me so you could just imagine how I was freaking out that time. Just remembering it makes me laugh on how young and immature I was back then.)

The interview continued. Just when I thought that I was getting comfortable answering their questions, I was caught off-guard when they asked me about my age. “So, you’re still 18? How come you were able to apply for this when the other applicants were 20 or 21?” , the interviewer probed. I was speechless. The interview paused for a moment. I was certain that I was rejected. The interviewer had to make a call and to verify if I was really eligible for the program. After a few minutes, he came back and continued the interview.

“Look, here’s the deal. Since you’re still very young, what do you say if we accept you to the program but we will send you to Makati next year? That’s a good thing, by that time you’ll be 20 already.”, he offered.

That statement did not appeal to me for some reason. I thought, well, it was a great deal but I cannot accept it. “I believe that is a very generous offer but I don’t think there is something I couldn’t do right now that I will be able to do next year.”, I politely answered.

I don’t know where I got all the courage to say those words. With that, the interview ended and I rushed outside the room, removed my heels (because my feet were swollen) and cried hard at the staircase. I didn’t know which one was more painful – my swollen feet or the disappointment I had for myself. I went back to my university with the highest remorse to myself for not being enough, for not doing well, for failing.

Just when I thought I was forgetting about the due day for results of AMCHAM BLP, I received an email congratulating me on being accepted to the prestigious program. Wow! The chills of euphoria are still in my heart right now. I mean, who would have thought that

To demonstrate the value of this unique AmCham annual program – the Business Leadership Program (BLP) - for “the best of the best” university students to interact with - and meet - “the best of the best” in business - we are publishing here a testimonial of a former participant, Jialima Maruhom from Central Mindanao University - Bukidnon, BLP Batch 14 - 2016.

Jialima is currently a Communicating for Agriculture Exchange Program intern and is working at the Bergen’s Nursery, Park Rapids, Minnesota.

Jialima credits her participation, experiences and opportunities of the AmCham BLP for starting her on an amazing life journey. We wish her well on this journey – and are pleased that AmCham BLP paved the way!

→

Jialima Maruhom


I will make it? I was one of the 32 accepted delegates from a pool of 600 applicants. And to think that I never had any other national engagements before AMCHAM BLP, it’s just unbelievable.

From there, the 10-days all-expense paid program had been a great experience. I boarded on my first flight to Manila to represent my school to this once in a lifetime opportunity. (Yes, I am a “probinsyana” and flying for the first time was such a happy experience for me!) The feeling was unthinkable. I could endlessly write about it but I am afraid I might miss my flight if I tell you everything from day one until the end.

One thing I cannot forget about the program is that, unexpectedly, on April 3, 2016, the AMCHAM family prepared a surprise! I didn’t know I would end a fast-paced business day with a blast. Everyone was singing a birthday song and since I was unaware of whom the surprise was for, I sang along with everybody. It just occurred to me that it was for me when they asked me to stand up, make a wish and blow out the candle. Wow - I just turned nineteen that day; had my first ever birthday cake (because traditionally, in our culture, we don’t celebrate birthdays) and everything felt like it had fallen in the right place...but, I was still one of the youngest in my batch.

Then, that started everything. AMCHAM BLP has been a great turning point of my life. Shortly four months after AMCHAM BLP, I got accepted to the “Harvard Project for Asian and International Relations (HPAIR) Asia Conference” held at Chinese University of Hong Kong, after a very selective screening procedure. I was accepted as a scholar, which means that the organizers paid everything for me - all I needed to do was to be physically and mentally present there. That was my very first international flight, and all-expense paid; amazing.

Several months after that, I got accepted to another prestigious opportunity – the “Ayala Young Leaders

Congress 2017” – again, all-expense paid. Being one of the 81 delegates from a pool of hundreds of applicants was something I never thought I would be able to do.

Two months after that, I got elected as our University Supreme Student Council President and automatically became a member of the University Board of Regents as the Student Regent. It is the highest possible position that a student could possibly obtain in our university. It then paved my way to a lot of consecutive national engagements.

Four months after being the Student Regent, I got accepted to attend another HPAIR Conference, but this time, it was held at Harvard University, Cambridge, Massachusetts. Imagine the disbelief I had that time. Never did I think of being able to go to America! Great things kept coming!

A year of juggling my academics, Student Regent duties and other engagements passed after that, and I soon found myself marching for graduation with the “Leadership Excellence Award” and the “Mayor Obedencio Leadership Award”. Two months after graduation, I passed our licensure examination and I am now a licensed Agricultural and Bio-systems Engineer. I was amazed at how time flew so fast and how life was so awesome.

Just when I thought that life has already showered me enough blessings, I was completely wrong. Two weeks after getting my professional license, I got notified that I got accepted to an amazing internship in the United States of America. The screening


experience was very difficult for me for some reasons, but I braved through everything. I have doubts along the way but my faith was way greater than my hesitations. I saw an opportunity in every difficulty.

“Calling all passengers of flight JL 10 bound to Tokyo...” Oh, that’s my flight already! The two hours

I spent on writing and thinking about this one is now over. I am now going to discover what the next few pages of my life would be; unveil new adventures; conquer new challenges; meet new people; experience the four seasons and explore new and different places. And for that, I say, “Alhamdulillah!” Thank you everyone for being such a helping hand through the entire journey.

AMCHAM BLP - it all started because of you! You brought me to heights I never knew existed. You gave me a chance to see the bigger world outside. You fuelled my confidence and faith in me. Most importantly, you believed in my 18-year old self even if it was personally difficult for me to believe in myself that time. I wasn’t the brightest kid in class, I was not the most financially well-off, I was not the best, but I had faith and I was praying the entire time.

You, AMCHAM BLP, have been a huge part of my life. I won’t be able to be here right now if you didn’t see the potential in me – potentials that I never acknowledged to be existent before. Thank you and until next time…

NAME SCHOOL COURSE

NCR

Nicole Jean L. Mercado Adamson University BS Geology - 4th year

Eunice Kim A. Uy Ateneo de Manila University BS Management, minor in Strategic Human Resource and Chinese Studies - 4th year

Lynn Monique T. Co De La Salle University BS Accountancy - 4th year

JadinZam S. Doctolero De La Salle University BS/MS Chemical Engineering

Lia Cari L. Manalo De La Salle University BS Accountancy - 3rd year

Patricia D.S. Valencia Enderun Colleges BS Entrepreneurship

Chlarisse Dianne C. Sanchez Technological Institute of the Philippines Quezon City

BS Electronics Engineering - 5th year

Erika Marie C. Hautea University of Asia & The Pacific MS Management - 4th year

Maria Alexandra C. Madrono University of Asia & The Pacific MS Industrial Economics4th year

Ynna Abigail B. Olvida University of the Philippines Diliman BSBA - 4th year

Mark Israel A. Marasigan University of Santo Tomas BS Accountancy - 5th year

LUZON

Denise Karla M. Baduria Ateneo de Naga University BS Accountancy - 4th year

Maria Victoria G. Harris Holy Angel University BA Communication - 4th year

Kevin Chester S. Orduna University of Baguio 4th year/5year

Ruby Jane L. Bandola University of Nueva Caceres BS Accountancy - 4th year

BLP 2019 32 student participants

→


NAME SCHOOL COURSE

VISAYAS

Peter John B. Abaygar Central Philippine University Iloilo City

BS Civil Engineering - 5th year

Marco G. Fernando Foundation University Dumaguete BS Accountancy - 4th year

Aprille Roselle Vince R. Juanillo

Silliman University Dumaguete BS Mass Communication - 3rd year

Ralph Al-J L. Alvarez University of San Carlos Cebu BS Accountancy - 4th year

Kimberly Candice L. Lim University of San Carlos Cebu BS Accountancy - 4th year

Gerramae O. Villarin University of San Carlos Cebu Marketing Management - 3rd year

Christine B. Otadoy University of the Philippines Visayas Iloilo

BS Management - 4th year

Dexiel Kay M. Romiscal University of the Philippines Visayas Iloilo

BSBA Marketing - 4th year

MINDANAO

Jude Christian A. Cumayao Ateneo de Zamboanga University BS Accountancy - 5th year

Kimberly Jane V. Pontillas Ateneo de Zamboanga University BS Accountancy - 4th year

Audrie Keith T. Sepe Ateneo de Zamboanga University BS Biology - 4th year

NurHafeizah Jannah I. Abinal Mindanao State University Main Campus

BS Accountancy - 4th year

Mary Clarence U. Albos Mindanao State University- Iligan Institute of Technology


Hamida T. Amerol Mindanao State University Main Campus


Mumtadj A. Usman Mindanao State University Main Campus


Joshua Marl C. Aves Xavier University-Ateneo de Cagayan BS Electronics Engineering - 4th year

Jameson Glen C. Lim Xavier University-Ateneo de Cagayan BS Civil Engineering - 4th year

BLP 2019 Sponsors

67Business of Business |

Realities in thePhilippine Technical Educationby Ernie Cecilia, DPM

F rom where I sit, the state of the Phil ippine labor

market, particularly on the aspect of technical skills, can be described in the following terms: labor surplus and skills mismatch.

Roughly, 500,000 Filipinos graduate from college every year. Another set of 500,000 Filipinos turn 15 annually to join the growing workforce. The current absorptive capacity of industry is less than 20 percent. Roughly 80 percent of the employed Filipinos are in the informal sector or underground economy. Of those employed by the formal sector, more than six of ten are in the micro, small and medium industries (MSMEs). Large companies require college diploma as a minimum employment requirement, but more than 2,000,000 college graduates are unemployed.

MismatchIn reality, many entry-level positions in the private

sector require technical/vocational skills, not college graduate skills. However, with an overwhelming availability of college graduates among jobseekers, employers continue to prefer college graduates even for entry-level positions.

Recognizing the importance of technical and vocational education and training (TVET) in increasing employment possibilities for the youth, the Philippine Government recently adopted an education reform, the K to 12 Program. During the initial implementation of the program, there was no significant increase in the employment of non-college graduate youth. There is no factual evidence that the skills developed in the K to 12 Program are the same set of skills required by industry.

TVET deliveryToday, there are three types of TVET delivery

system managed by the government, thru the Technical Education & Skills Development Authority (TESDA), namely: institution-based (school-based or center-based), enterprise-based, and community-based. The school-based TVET mode is delivered through the Dual Training System (DTS) and the On-the-Job Training (OJT). The center-based mode is delivered through TESDA itself and its training centers. Community-based mode is delivered in the communities for self-employment. Enterprise-based TVET uses four modes, namely: DTS, OJT, Apprenticeship and Learnership programs.

I have always believed that learning technical skills best happens when a person is trained in the actual work environment, not just in the classroom. Based on this proposition, I submit that the enterprise-based TVET mode is the mode most beneficial to students who want decent jobs in the real world of work. To reap maximum benefits for the Filipino youth, →

68 | Business of Business

the government should work together with industry and academe to develop new or rehash current laws governing TVET delivery, harmonize TESDA, CHED and DepEd roles in TVET delivery, and actively involve enterprises (future employers of trainees) in implementing a rationalized and rejuvenated enterprise-based TVET program.

Where are we?Concerned stakeholders have been working

together to help address skills lack or mismatch. Industry organizations (like PCCI, ECOP, MBC, PBed, etc.) got some support from GIZ (German International Cooperation) and BIBB, a German Think Tank on policy development and advocacy to hold a series of workshops in 2018 and 2019. Stakeholders in various TVET modes and roles have agreed on certain observations, as follows:

• On Legislation – There is a need to review the TESDA Law of 1994 and the pending Apprenticeship bill. Since the creation of NMYC (TESDA’s predecessor) up to today, the number of real apprentices has not breached the half-million mark, while other countries boast of over a million new apprentices per year. Current Philippine laws and regulations limit apprenticeship to six months and to highly technical occupations only, and require enterprises to pay apprentices 75 percent of minimum wage. If apprentices are allowed to work beyond six months, chances are that enterprises could be required to make them regular employees. Note: Apprentices are learners, NOT workers.

• Typical Assumptions about TVET. Most often, TVET is seen as a TESDA program, where there is no meaningful private sector participation.

Employers, on the other hand, do not give preference to TVET graduates; they still prefer college graduates. Worse, TVET graduates tend to work abroad after getting a National Certification (NC) from TESDA.

• DTS not promoted among enterprises. Sadly, the Dual Training System that would have immensely benefited the youth is virtually unknown or unappreciated by majority of the enterprises. Promoting DTS and its benefits to both learners and enterprises could help address skills mismatch.

• Current TVET system not demand-oriented. Since there is very little participation of industry in developing the TVET curriculum and implementing TVET delivery modes other than the enterprise-based mode, there is also minimal cooperation from the private sector. The skills mismatch worsens, learners either remain unemployed or go abroad, and employers do not enjoy possible benefits from TVET. Today, only TESDA can issue skills certification after enrolment in TESDA or TESDA-accredited training organizations. In other countries, a learner can earn a certificate (even a college diploma) after learning specific skills through working in an enterprise, without having to step into a university a single day.

Way forwardIn a May 2017 META Study on Philippine National

Tech-Voc System by Ramon Miguel G. Abola, the PIDS researcher noted two major observations: a low uptake of enterprise-based training, and an overlap of government programs among TESDA, CHED and DepEd. In the 2018-2019 workshops among various stakeholders, a number of recommendations were developed:

• Revise current apprenticeship rules to cover more jobs, vary the duration according to job complexities and difficulty of mastering the required skills, treat apprentices as learners and not as waged workers, but provide graduated allowances/incentives for learning new skills, and harmonize apprenticeship with DTS.

• Create a single TVET-governing/regulatory body, to integrate major stakeholders in both public and private sectors. To improve industry/private sector commitment and participation, explore the possibility of having this body under the Department of Trade and Industry, which can better harmonize directions for skills development with investment directions over the


For comments or questions please e-mail the author at: [email protected]

Ernie Cecilia, DPM, is a regular contributor to the AmCham Business Journal. Mr. Cecilia is the Chair of the AmCham Human Capital & Resources Committee and also Co-Chair of the AmCham Publications Department.

AMCHAM, ASIS, INTELLENET and CII

long-term. This strengthens the axiom that Investment Equals Employment. This body could be an energized and more focused TESDA.

• Improve financing mechanisms, to ensure that learners under various TVET modes are given the proper motivation and support, particularly in MSMEs that do not have the same capacity as large companies to sustain a viable TVET program.

• Provide tax incentives to part ic ipat ing enterpr ises, including schemes to make training costs fully tax deductible, or subsidies for enterprises that provide significant allowances to learners in various TVET modes.

• Increase public spending for TVET that can develop long-term industry roadmaps to support demand-driven TVET, establish a national TVET portal to educate and inform all stakeholders, encourage research on global TVET best practices, promote TVET as a new and practical mindset among parents and students, and strengthen implementation and monitoring of the TVET system.

• Review TESDA’s dual role as regulator and training institution. TESDA should spearhead

the jo int development of o c c u p a t i o n a l , t r a i n i n g , assessment, accreditation and certification standards wi th other s takeholders , under the umbrella of a single regulating body. The body should encourage development and cert i f icat ion of more TVET institutions and TESDA should not “compete” with these institutions, but support, monitor and regulate them.

• Promote DTS (and enterprise-based TVET) as the preferred mode of TVET delivery. A new law should be enacted creating a single regulating body, strengthen tripartite representation in TVET policy development and program implementation, encourage private sector commitment th rough incent i ves , and harmonize DTS with other TVET delivery modes.

• In the future, getting a decent job and security of tenure will not depend on educational a t t a i n m e n t , b u t o n t h e possession and demonstration of skills that will give a person the ability to perform a variety of work activities, as he/she moves from one job, department, company, or country to another. Sadly, the future is here.

70 | Other Sections

MARCH

National Capital RegionPhilip G. Soliven 1Fausto R. Preysler Jr. 2Patricia Celis 3Simon McGrath 5Gregorio Gerry F. Fernandez 5Daniel Rosenberg 8Rick Dols 8Corazon Dela Paz Bernardo 9Jeffrey Sosa 9Melanie Pagaragan 10Jose Mari L. Chan 11John Brian Pallasigue 11Andrew Ramos 14Roland Dela Cruz 15Felino Palafox Jr. 16Isidro P. Valencia 18Jose P. Leviste Jr. 19Rick Santos 20Anthony Quach 26Vicente P. Mercado 27Rynor Jamandre 28Jose F. Ingles 29Jon E. Kaplan 29

North LuzonMyra Catindig 4George Davies 11Jeannette Esguerra 29Tom De Bruin 31

VisayasIan Christopher Haigh 2Aniceto V. Bisnar, Jr. 10

MindanaoHitoshi Onozawa 19Anastacio Cubos, Jr. 22Myra Quilatan 23Braulio Lim 26

| Members' Birthdays

APRIL

National Capital RegionRaul Tito Estrella 1Louis Paul Heusaff 2Jesus Tambunting 2Maria Necita Geronimo 3Alwin R. Sta. Rosa 5John Rice 6Samrinder Nehria 6Robert W. Blume 7Roberto F. Batungbacal 8Jose Avelino Flores 10Mildred Ramos 12Sarawoot Lerdmaleewong 13Charina G. Ocampo 15Marie Elenita Olnedo 16Stuart Dillworth Tomlinson 16Oscar S. Reyes 18James Simkins 19Rico V. Domingo 20Geenette Garcia 21Roberto L. Panlilio 22Alberto D. Lina 23Kenneth Go 24Rebecca Ann K. Sy 25Amit Kumar Oberoi 25Roseller Lopez 28Francis Brian B. Juan 30

North LuzonMariska Martha Olalo 1Engr. Rey Batomalague 13Alexander Regala 19Francisco Villanueva 19Goeran Soelter 28

VisayasMelder M. Relator 3Sungbeom Noh 5Bill Mallory 6Cheryl Edeline C. Ong 15Anders Hallden 16Efren P. Belarmino 27John F. Drake 29

MindanaoJuan Carlos Madrigal 10Ferdinand Maranon 12Jerome De La Fuente 20Emelyn Rosales 29

72 | Other Sections

American Airlines .... ............................................................... 53

BDO Unibank, Inc. .... ............................................................. 09

CalEnergy International Services Inc. .... ........................... IFC

Capital One Philippines Support Services Corp. ................. 45

City Service Corporation ........................................................ 11

Crown Worldwide Movers, Inc. .. .......................................... 07

Emerson Electric Asia Ltd. - ROHQ .... ................................. 31

Fluor Daniel, Inc. - Philippines ... .......................................... 49

International School Manila ... ............................................... 27

Index to Advertisers

| AmCham Social Media Accounts |

John Clements Consultants, Inc. .. .................................... OBC

Kittelson & Carpo Consulting ... ........................................... 13

Marriott Hotel International ... ............................................. 05

Microtel by Windham ... .......................................................... 63

Orion Support, Inc. ... ............................................................. 69

PMFTC, Inc. .... ..................................................................... IBC

Quantity Solutions, Inc. ... ...................................................... 37

Regus Tech Centre ... ............................................................... 15

Truth Veri� er Systems, Inc. ... ................................................ 72

FILIPINO-AMERICAN MEMORIAL ENDOWMENT

AFFILIATE OF THE AMERICAN CHAMBER OF COMMERCE OF THE PHILIPPINES, INC.DEDICATED TO THE PRESERVATION OF WWII HISTORY

www.� lipino-americanmemorials.org

03 march issue edited dro - amcham | philippines · cover story 22 art fair philippines 2019: a...

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