Guam Business Magazine Staff

It takes a lot of effort for designers in marketing to determine what concepts, emotions and colors work well to catch the consumer’s eye. For 2024’s advertisements, Guam Business Magazine sought insight from the creators of some of the most engaging ads to grace our publication pages. 

Putting customers first, the individuals and teams behind the following ads were aiming to illustrate all the elements that their audience can relate to and empathize with. Here are the ads from 2024 that hit the spot.

Ada's Trust

July issue of Marianas Business Journal

Joe C. Nowell, property and projects manager at Ada’s Trust and Investment Inc. has been with the company for almost seven years.

“Ada's Trust previously outsourced its ad needs,” he says.  “But after incorporating AD based software, ad creation is done in-house.” The work is always a collaboration between company President Peter P. “Sonny” Ada and Nowell, he says. 

“Sonny leads and allows me to refine an ad idea.”

Nowell says the ad deliberately had a broad reach. “This ad was for everyone. It’s a great message to be shared with all, in celebration of the 80th anniversary of the Liberation of Guam.”

The ad had specific aims, he says. 

“The ad theme was of Peace and Prosperity. But within the message we were able to cleanly incorporate the company logo in place of the letter "A." Incorporating the building photos in Peace and Pas made our products visible. We were also able to share this great message in the Chamoru language, which was important for us as well. We ended the AD with our tagline, Location, Service, Trust.”

With its strong message, the ad evoked certain emotions. 

Nowell says it was intended to create “a sense of pride for our past; courage and skills and our people; and our cultural heritage. These all aligned perfectly with the celebration of the Liberation theme of Peace, Prosperity and Unity for the island.” 

As to the importance of quality advertisements and design for a business, and specifically in Guam, he says, “Guam's stunning landscapes and vibrant history are a visual storyteller's dream. Ads and designs that capture the island's essence resonate deeply, especially within our close-knit community.”

And at Ada’s Trust, Nowell says, “We believe strong branding — often driven by impactful design and positive customer experiences — are key components to business success.”

Docomo Pacific

September-October 2024 Guam Business Magazine Top Companies in Micronesia

Seth Gutierrez, brand coordinator of Enterprise Marketing, has been with DOCOMO PACIFIC for two years, but has worked in the design and marketing fields for three years. 

The ad was aimed at a specific group, he says. 

“Our target audience for this advertisement was the vibrant and dynamic business community on Guam, specifically focusing on companies that rely on cutting-edge telecom services to streamline their operations and drive growth.”

The message also showed the reality of the needs of internet services for companies.

“Our advertisement highlights that fast and reliable internet services are no longer a luxury —they’re a necessity. With DOCOMO PACIFIC, we provide the internet speed and reliability businesses need to stay connected and thrive.”

The aim of the ad was intended to be straightforward and effective for readers, Gutierrez says.

“Our goal for this advertisement was to make them feel confident and motivated to sign up for our services.”

Standards should be high in any ad, he says, but in Guam there are specific reasons for to be diligent, he says.

“Quality advertisements and design are essential for businesses to stand out and build trust, especially in a small but diverse market like Guam.”

The reasoning behind that approach is clear, Gutierrez says.

“They help communicate a brand's values and create an emotional connection with the local community. In a competitive environment, well-crafted ads and designs make a lasting impression and foster brand loyalty.”

TakeCare

August issue of Marianas Business Journal

Clarence M. Palisoc, marketing manager for TakeCare Insurance Co. Inc.  says, “This “Back-To-School” advertisement is more than just a seasonal message; it represents education, community, and health. By displaying vibrant photos of familiar faces of local children, we try to create an authentic connection and trust with parents. Colorful school-themed design elements are incorporated to evoke excitement for the new school year and the environment in which we want our children to flourish.”

Ykhyristian D. Carbullido serves as the marketing specialist for TakeCare Insurance and FHP Health Center and the graphic designer for the ad. With over a decade of experience in design and marketing, she brings a high level of energy and creativity to every project. 

“Since joining the company in 2022, she has demonstrated a strong sense of pride and commitment, consistently delivering exceptional designs and innovative ideas to the marketing department,” Palisoc says.

He says the ad featured a wide important partnership to help families.

“To incentivize parents and potential patients, FHP Health Center has teamed up with community partners like Skechers, EyeLand Optical and D&Q International, which have contributed to school essentials such as bags, shoes, glasses, and dental gift baskets, respectively. This partnership strengthens the clinic’s mission of ensuring the overall health and wellness of our families. With all these components combined, our goal is to invite families to be their trusted healthcare provider, not only during the  “Back-To-School” season, but throughout the year and for years to come. “

Palisoc says the Health Center is dedicated to helping ensure that every student is ready for success. 

“We believe that healthy children make better students, and our dedicated team is committed to providing quality healthcare that keeps your family thriving. Choosing the right clinic for your child is one of the most important decisions you will make as a parent. Voted as the island’s best clinic, FHP Health Center aims to be Guam’s one-stop location for your medical, dental, and vision needs. “

KFC

May issue of Marianas Business Journal

Edgar Allan L. Caper is the chief marketing officer for Guam Fast Foods Inc., which does business as KFC Guam. He has led the marketing team for KFC Guam for 11 years and has worked in the marketing industry for more than 23 years.

Kristine Marie C. Marcos is the creative director and has worked as a creative professional for KFC for eight years, and for nine years in the multi-media arts industry. 

“The ad is designed to convey excitement for the brand through these innovations,” Caper says. “Our primary target for this communication are the KFC fans and the heavy-users of our competitors. The new products Double Down and Nuggets target the young, who are looking for better alternatives for snacking and boneless chicken options.”

The ad’s optics are important, he says.

“We want them to salivate when they see the ad! Our intention is to build the urge and craving to go to the nearest KFC and get the product.  

Quality advertisements play a specific role, Caper says. 

“Regardless of geography, I believe that a quality advertisement is the face of the brand for consumers. Great branding starts with a good product and letting the customers know about it; that is the main essence of an ad. Design is what makes the communication magical, from its layout, colors, copywriting – these are the key ingredients of an ad. Moreover, deciding the correct media to use in the communication mix is also vital in the whole process of marketing communication.”