Borgy Manotoc: From controversy magnet to marketing man

CEBU, Philippines - Time was when the name Borgy Manotoc became almost synonymous to the phrases ‘mauling case’ ‘bar brawls’ or ‘kiss-and-tell revelations.’ Because he is the grandson of our late former president Ferdinand Marcos, news of the chiseled model-host in any scene of trouble were naturally hyped up and lapped up.

The media portrayal spawned an image of a trust-fund kid who had nothing better to do but hook up with models, party at elite bars like there was no tomorrow, punch any male who made the mistake of talking to his girl, and earn the ire of celebrities for either his brutally honest opinions or for outing their supposed poorly-kept secrets (such as expressing Sam Milby was a closet gay, Pops Fernandez a retokada, Cesar Montano the worst wannabe politician, and Vina Morales among the female stars he allegedly hooked up with).

Borgy is now 28 years old, dating another gorgeous cover girl (Georgina Wilson), still really doesn’t need to work like a horse to earn a living, and still a party circuit staple.

This time though, he parties in what you could say, a professional capacity. Being the first Philippine brand ambassador of BenMore Four Casks Blended Scotch Whisky, he has been going around key cities of the country for a bar tour as part of the liquor product’s marketing blitz. Cebu was the third leg of that nationwide tour, with a product launch held at the Diamond Suites and Residences and a party at Alchology bar.

Said Global Noble International Corporation’s (exclusive Philippine distributors of BenMore) business development manager Allan Tolentino of the decision to choose Borgy among the crop of well-known males as the best personification for the brand, "Our product is an aspirational drink. Everyone wants to be like Borgy. He has good looks, is fashionable, and doesn’t need money."

While most Filipino males aspiring to be like Borgy may be subject for debate, those who mingled with the tall lad at the Diamond Suites dinner were positively won over by his enthusiasm, simplicity and approachable vibe.

He seems to have mellowed down the past few years. No fisticuffs or ratting out on famous personalities reported in recent memory. Instead, Borgy’s time is consumed these days by his fashion apparel business and brainstorming ad campaign ideas for his own production company. Here’s the conversation we had with the erstwhile controversy magnet-turned-marketing-specialist-to-contend-with.

What do you say of the statement made by BenMore’s Philippine PR honchos that they got you as brand ambassador because a lot of men aspire to be like you?

I guess to dabble in media and advertising involves creating images and a persona. I feel like obviously, I’d like to live up to all those things, but it’s such a big thing to think of everyday. I just do what I can, as honestly as I possibly can and hope people believe what I’m saying.

How cool is it that you’re paid to party?

Wow, it’s a very fortunate situation! I’m very lucky and blessed. It is a lot of fun. At the end of the day, we want the product to sell and be successful, but we also want to do it in a way that’s not hard-sell. We want to do it in a way that’s natural, and to organically create a demand for the product.

What specific input did you contribute to the marketing campaign?

From the beginning, I sat down with them to talk about how we were gonna go about it. The viral aspect, the billboards --- it was my team and I who shot everything. I was very involved throughout the whole process, which makes me feel grateful that they trusted us. I’ve done a little advertising work, production and art direction in the past, but this is probably one of the larger projects that I’ve had.

Tell us about your production company.

I’ve had a production team on and off for the last two years called Discipline. We’ve done everything from the Republiq, to Camarines Sur’s ad campaign. We’ve produced shoots for fashion editorials, and when the radio station Hit FM underwent a re-branding, we did their logo, billboards and their entire campaign. I don’t want to be just in front of the camera. I very much enjoy the whole process and artistic aspect behind it.

What fascinates you about the art of marketing?

I’m an Advertising and Public Relations major, so this is what I went to school in New York for. I think that especially now in our market, it’s very crucial times. We see a lot of above-the-line advertising not penetrating the right, influential market anymore. There’s so much clutter and everyone’s on the computer and not watching TV anymore. It’s a dynamic time for advertising and media in general. I feel lucky to be in the Philippines now because I can try new things. There are clients like BenMore who are more open for new ideas, who want to think out of the box and reach new consumers in a different kind of way.

What’s a most frequent misconception about you?

People don’t know that I’m very low maintenance. For example, when they were planning this Benmore marketing tour for me, their representatives were asking if I needed security, if I needed this or that. I don’t know, but I’m just not built that way. I like hanging out with people, so it’s important that I’m relatable. I don’t like being in the VIP area and separated from the rest. I don’t like being treated any differently.

How do you reconcile maintaining your model physique to your party lifestyle?

Just balance, I guess. Everyone’s gonna have fun and have their own vices. I love to eat and have a good time. It’s just a matter of compensating for the bad with a little good once in a while. I do work out occasionally. I grew up an athlete and been into all kinds of sports. To me, exercise and a healthy lifestyle are a part of my life and not something I do consciously. My father’s a nutrition freak. We grew up with no preservatives, no white sugar. I had to go to my friend’s house to drink soda. That’s how bad it was at home. Obviously, that taught me to create good eating habits. But I definitely indulge when I need to. In fact, I think we’re bringing home two lechons tomorrow and I’m very excited!

You’re hailed as one of the country’s fashionable males. Describe your daily style.

It’s very different everyday. Clothes are a way for me to express myself. I’ve always been like that since I was a kid. I’ve always had sort of odd desires and a large variety of things to wear.

What question often asked of you that you least like?

If I was going into politics. That definitely is asked the most and it’s funny because I don’t think about it. The only time I do is when people ask. I try to be a little more forthcoming because ‘no’ is not the best answer to give to a journalist or the public. If I were going to answer it for you, it’s a matter of one’s responsibilities changing as we grow older. When you’re 22, you obviously don’t want to get into it. I’m 28 now and things are a little different. Not to say that I will, but I see it as something that will play a role in my life. I definitely want to help out; I want to do something for the Filipino people. Politics is a little bit of a mess that I don’t feel it’s the best channel for me right now. Very early on, my family has not pushed us into any direction that we don’t want. They give us the freedom to pursue our interests, and we’re very lucky in that aspect. I know a lot of political dynasties where the children don’t have a choice.