IF it ain’t broke, why fix it?
This was the common opinion by most advertising veterans the BusinessMirror spoke with when asked if it was time to change the Department of Tourism’s (DOT) award-winning “It’s More Fun in the Philippines” brand and slogan.
“I think it’s a terrible idea to change a slogan that works,” said Ana Ma. Victoria Perez, who was once reputed to be the highest-paid advertising copywriter in the country. Now vice president for Creative Services for the Associated Broadcasting Corp. (TV5), Perez stressed: “A good tagline/slogan can and often work for decades! A brand that keeps changing its tagline reflects the wishy washiness of its communications team.”
This was echoed by Cirio Cinco, chief creative officer of DNA720, whose most recent campaign includes Ensure featuring Dingdong Dantes. “Can you imagine every new marketing director of Nike changing ‘Just do it’?” Cinco said of the long-running advertising campaign of the sports apparel firm. “If the slogan isn’t broken, why fix it? Maybe what the new DOT team should think about more is how to refresh the campaign.”