The Land of Luck and Opportunity

February 12, 2025

Padada, my hometown, is named after an extinct mangrove species that once was abundant in the region. According to a study by Lucille G. Tanguihan*, “age old tradition” says that the Padada tree brings good luck – whether true or not, no one can truly say. My family is of migrant stock – like most of the inhabitants of Mindanao, we can trace our lineage to those who joined the “Great Exodus” of the 1900s. Mindanao is the land of opportunity, and economic benefit was the primary reason that people flocked to Mindanao, specifically to the province of Davao. (This may be a little hard to believe if all you’ve ever known is the hustle and bustle of Metro Manila life, but I believe this

The Generics Act – Finding a Middle Ground for the Good of the Public

February 5, 2025

We take it for granted now, but back in the 80s and earlier, the brand of medicine that your doctor prescribed you was the one you got. As a patient, you would get the brand that was doc-prescribed – no matter how expensive it was! In the Philippines, cheaper alternatives existed, but the public really didn’t know any better. Unless you were a doctor, you wouldn’t really know the generic name of the medicine. You had to rely on what brand the doctor was pushing. Even the packaging of the drugs only had the brand name, not the generic name. How would the public know that there were cheaper alternatives, that were as effective? All this changed with the Generics Act of 1988, or R.A.

A composite illustration featuring a 1990s television broadcast control room on the left transitioning into a modern, glowing digital data analytics graph on the right, symbolizing the evolution from traditional media to data-driven strategy.

Data, Drama, and Destiny: How ABS-CBN Reclaimed the Philippine Airwaves

August 7, 2024

The Media Landscape of the Early 90s The late 80s and early 90s were a simpler time for the industry—or so it seemed. Back then, there was no distinction between “social” and “mainstream” media; there was simply the media. At the heart of this landscape stood the giant of Philippine broadcasting history: ABS-CBN. Fresh from its post-martial law revival, the network was fighting to regain its footing. I was fortunate enough to be in the trenches during this high-stakes ABS-CBN resurgence. The Power of Data-Driven Strategy In 1990, I was recruited by the legendary Mr. Freddie Garcia—better known as FMG—to lead the research and business analysis team. In an era often driven by gut feel, I was a firm believer that data-driven decision making was

Opening the Floodgates: How Free Facebook Changed the Campaign

June 26, 2024

Part 2 of 3 It used to be that campaigning for a candidate meant relying on the “holy grail” of tri-media: print (broadsheets, tabloids, magazines), radio, and TV. Traditional media was my expertise — it’s my background. But the times were changing. As I described in Part 1, when we first tested a possible Duterte candidacy, I was also feeling the pulse of an emerging field: social media, and how it could be used not just to get your message out, but to amplify it. Social media wasn’t new, of course. But by 2016, one thing in particular had become the game-changer — free Facebook. Globe had first rolled out free Facebook access back in 2013, and Facebook expanded it through Free Basics in 2015;

Feeling the Pulse: Was the Nation Ready for a Duterte Presidency?

June 19, 2024

Part 1 of 3 I remember back in 2014, Lito Banayo showed me a presentation prepared by a member of Mr. Bong Go’s staff. The objective was to test public reaction to a possible Duterte candidacy in the 2016 elections. I remember thinking it was an interesting proposition. Finally, a Mindanaon candidate who could truly represent the interests of the region! After what Lito showed me, I drew up a budget and told him that the right kind of exposure would cost ₱40 million. But we found ways to trim it down to eight — and here’s how we did it. It’s a story from more than a decade ago, but the principle behind it is one I’d still hand any strategist working today: the

The Benevolent Dictator: Lessons from Political Campaigning in the Pre-Social Media Era

June 5, 2024

“You should get this man.” That’s what Boo Chanco — then vice president of the news division at ABS-CBN — said to Sergio “Serge” Osmeña III sometime in the 1990s, while pointing directly at me. I still don’t know if Boo was serious or just enjoying himself at my expense. But Serge took him at his word. That offhand introduction turned into one of the defining professional relationships of my career, one that would take me from the newsroom into the war rooms of some of the most consequential campaigns in modern Philippine political history — including the campaign that put Noynoy Aquino in Malacañang in 2010. Understand who Serge Osmeña III was before you understand what he taught me. Born December 13, 1943, he

The ABS-CBN Shutdown, 4 Years Later: An Insider’s Honest Reckoning

May 8, 2024

It is now, four years after it happened, that I’ve finally made peace with what it means for one of the largest networks in the country to lose its franchise. ABS-CBN has, and continues to have, a place very dear to my heart. And I can’t say I was totally blindsided by the events of May 5, 2020. Unknown to most, the seeds were sown long before Mayor Digong ever thought about running for President — and I watched it happen from inside two worlds that were about to collide. How the ABS-CBN Franchise Fight Actually Started Here’s something most retrospectives on the ABS-CBN shutdown get wrong: this didn’t start with Duterte. The renewal process actually began under President Noynoy Aquino, all the way back

A Target Board Over My Back

March 22, 2024

Part four of seven. Edwin Espejo published this series on Facebook in June and July 2021. It is republished here in full and lightly copyedited; the introduction below is mine, not his. I am a subject of the series as well as its publisher. It concerns the 2016 campaign and not subsequent events, including the proceedings now before the International Criminal Court. Full editorial note and series index → Introduction by Nic Gabunada After 2016, most of the people I worked with went into government. I did not. I went back to building a business — advertising and reputation management — on the strength of the goodwill the campaign had generated. What I underestimated was how those networks would keep growing without anyone directing them,

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