Innovation key to United Neon's sustained leadership in creative space

MANILA, Philippines — With the emergence of new technologies, new public consumption habits, and other uncertainties, the advertising landscape has been evolving at an unprecedented speed.

One important factor that advertising agencies and all other corporations should have to keep up with the ever-changing trends in the industry is the ability to innovate.

For United Neon Advertising, the country’s pioneer out-of-home media company, innovation has been a key to their formidable leadership in the creative space. In fact, when it was founded in 1937, United Neon was among the first companies in the Philippines to introduce commercial signs and has been one of the country’s leading innovators long before the word was actually used as a business differentiator. 

Today, United Neon still banks on their innovative spirit to sustain and thrive in the creative space and has even dedicated a new in-house Innovation Division to keep fresh ideas flowing.

“Innovation is the lifeblood of corporations,” said United Neon Business Development and Innovation head Benjamin Ernest Lim.

“Without innovation, a company wouldn't be able to keep up with the constantly evolving demands of its customers. Customers are always in search of new and better things and if you can't provide it, then those customers will jump over to your competitors,” he explained.

A solid testament to their trailblazing innovation is the award-winning and the Philippines’ first ever Naked-Eye 3D LED billboard, which continues to draw crowds in its BGC location.

Onion Bulb Productions (OBP), United Neon’s official production arm, recently bagged its first award from the Philippine Marketing Association for being the first in the country to executive naked eye 3D LED billboard ads. The said ads went viral and has since became an iconic attraction in the city. OBP holds the distinction of being the first recipient of such award from the official and biggest organization of Filipino marketers.

“More than just new technology, innovation is all about finding new ways to do things and coming up with new ideas. In the case of United Neon, we're focused on coming up with new ways to help our clients engage with their target audiences,” Lim said.

Lim also debunked the myth that innovations and creative solutions require expensive executions. 

“Our task is actually to come up with marketing solutions that have a clear return on investment for brands. We don't want our clients to advertise just for the sake of doing so. Running an ad has to have a clear purpose while making sense for everyone involved, and a justifiable cost comes hand in hand with that,” he explained.

Lim noted the continuing trend of creative advertising.

“It feels like everyone is busier than ever now, and so what we're seeing is that it has become more important to come up with creative ads that can capture the attention of the people that you want to reach. Ads that people actually want to see,” he said.

“Engagement is the name of the game now because the average consumer is already exposed to so many types of media 24/7.  We're constantly thinking about new ways to help brands catch the attention of the people that they want to talk to so that they can tell their stories,” he added.

Lim said United Neon is committed to learning and adopting all the latest technologies that will emerge in the advertising space to ensure that they offer the best creative marketing solutions to their clients.

“We're always on the lookout for the new things being developed both here and abroad. We have teams that regularly go to international exhibits and conferences as well as constantly communicate with foreign partners so that we know about the trends and new marketing solutions being developed,” he said.

“In my view, we're just beginning to see some new and daring ideas being executed in the advertising space. I believe that over the next five years, we'll see even more brands release creative campaigns that really draw the eyes of people in partnership with creative agencies and media owners,” Lim said.

Another important department in United Neon that Lim is passionate about is their People Culture department.

“A lot of executives expect their people to take care of the business. I believe that a company must first take care of its people and then those same people in turn will take care of the business. There are so many aspects to taking care of your people, so the HR & People Culture departments play a crucial role these days,” he said.

Setting the bar high in the creative advertising space in the Philippines, it is no wonder that United Neon is also looking into more opportunities in the international scene.

Lim further adds: “We're keeping an eye out for international opportunities. We believe that there's a lot of growth potential in the Philippine market but we're always open to pursuing great opportunities should they arise.”