Cebu News

PIO defends plan to hire ad agency

Lorraine Mitzi A. Ambrad - The Freeman

CEBU, Philippines —  The Cebu Provincial Information Office (PIO) has defended the Capitol’s plan to hire an advertising firm that will produce radio ads showcasing the provincial government’s programs, projects, and activities.

The provincial government has allocated P3.2 million to pay for the services of an advertising firm.

Oscar Pineda of the PIO said there is a need to hire an ad firm because the Commission on Audit (COA) prohibits the Capitol from making an advance payment for the ads aired over radio stations.

According to COA, all government offices can only pay the service or product provider upon completion of the project or program.

To get ad placements, radio stations, however, require clients, including government agencies, to pay in advance.

"Dili mi basta-basta maka-place og ads sa mga radio stations without paying first, advance payment ang tawag ana, kay dili na allowed sa COA,” Pineda said.

He said the Capitol needs a third party to negotiate with big radio stations because the government can only pay after the service has been provided.

Hence, an ad agency is needed, said Pineda.

"Duha ang function sa ad agency. First is ad placement sa mga stations and the second is ad production," he said.

The firm will act as the direct client of the big radio stations and will pay in advance the selected radio stations before airing the ads. Then, the Capitol will pay the ad agency for its service and outputs rendered.

Pineda clarified that PIO is capable of producing radio ads, but the outputs can only be aired over “small-time” radio stations with only minimal coverage.

He said it would defeat the office’s mandate to inform all constituents about the province’s programs and projects.

With an ad agency, the Capitol targets to air its ads over big radio networks for a wider reach and engagement.

Moreover, Pineda admitted that PIO has “limitations.”

"Ang nakita ni Vice Governor Agnes Magpale ang kamatuoran nga ang PIO medyo nag-lag behind in terms of promotion of the accomplishments sa provincial government. Tinuod na. Aduna sab mi limitasyon ang PIO, sama natong tanan," he told reporters yesterday.

He was referring to the earlier statement of the vice governor on the hiring of an ad agency.

“Maybe the governor is not satisfied with the performance of the PIO," Magpale said.

The vice governor even cited an instance wherein a PIO employee was reportedly not knowledgeable about an activity for the province’s Paglaum Scholarship Program.


On the other hand, the Capitol has already posted on its website an invitation to bid for interested bidders.

"Bidders should have completed, within two years from the date of submission and receipt of bids, a single contract similar to the project,” the Capitol stated in its invitation to bid.

Winning bidder shall produce 15 spots of 10 minutes commercial to be aired on major radio stations between 8 a.m. to 8:30 a.m. every Thursday for a period of four months.

Tolentino, who also serves as chairman of the bids and awards committee (BAC), said one of the responsibilities of the winning bidder or advertising agency is to maintain and monitor the ads they have placed in radio stations in Cebu. — KBQ (FREEMAN)

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