The Philippines, 2010

Then Mayor of Makati Jojo Binay won as vice president of the Philippines thanks to an excellent advertising campaign. It had a clear message, was well executed and carried out over a long period of time. Beyond the complacency of Mar Roxas’ campaign and the shortcomings of Loren Legarda’s bid, Binay’s ad campaign was a main reason for his electoral success. In fact, it was the best ad campaign of the electoral cycle.