ABS-CBN's Creative Communications head Robert Labayen was conferred with the Creative Guild's Lifetime Achievement Award. Photo: Handout
MANILA -- Robert Labayen, the mind behind some of the most memorable station IDs of ABS-CBN, was given the Creative Guild of the Philippines' highest honor -- the prestigious Lifetime Achievement Award.
The 53-year-old, who was recognized for his significant contribution to the Philippine advertising industry, received the award during the 2014 Ad Summit held in Subic back in May.
In a statement released a month after the event, the head of ABS-CBN Creative Communications explained the thought process that goes into making the network's highly anticipated annual station ID, such as "Bro, Ikaw ang Star ng Pasko," which aired after the onslaught of typhoon Ondoy in 2009.
"Instead of talking about how good ABS-CBN is, we talk about how good the Filipino is. That's what I usually tell my team. I explain to them that our job is not a 'pampapogi.' Our works should touch Filipinos lives and give them hope," he said.
Among his other notable works, since joining the Lopez-owned corporation in 2004, was ABS-CBN's Choose Philippines theme song "Piliin Mo Ang Pilipinas," which was performed by singer Angeline Quinto and local group El Gamma Penumbra.
Labayen, however, downplayed any of the credit handed out to him in his 22 years in the advertising industry, saying teamwork and his humility were key in helping him earn the said recognition.
"If you plant good seeds, one day you will harvest them. Some of the people who gave me this award are the same people I've worked with and honed when they were still young and just starting out their careers in advertising," he said.
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