Coach Chot began by saying, “I was tasked with forming Gilas Pilipinas, the basketball team. Little did I know that I was building Gilas Pilipinas, the brand.”
The five-time PBA Coach of the Year and Sports5 head likened the advertising industry to a basketball game, saying that scoring advertising three-pointers takes trust, effort, accountability and motivation (TEAM).
“The foundation of good teamwork is trust. The coach should trust his players and vice versa. In business, one must forge strong trust-based relationships with your people,” said Coach Chot as he also gave insights on how he built Gilas Pilipinas for the 2013 FIBA Asia Championship and cited its similarities to building an advertising team.
The Ad Summit attendees were clearly impressed by Coach Chot’s champion speech so that when he ended with his “Labang Pilipinas!” battlecry, the crowd echoed with a resounding “Puso!”
TV5 also had a strong presence at the Ad Summit as it presented its game-changing programming and digital convergence strategy, as discussed by TV5 Chairman Manny V. Pangilinan and showcased in the network’s interactive booth. In the TV5-sponsored dinner on May 8, the network raffled off premium items, cash prizes and a grand prize of P1 million.