Asap@16

CEBU, Philippines - Couple Meyrick and Perl Jacalan have all the reasons to be happy and proud. Advertising Services and Promotions, or simply ASAP, an advertising agency they run as a couple, is turning 16 this year.

“This is definitely a sweet 16 for us,” said Perl, adding that although 16 is not considered a milestone year, they want it to be memorable. “It is not easy to survive that long in this industry.”

Meyrick shared that with the changing needs and demands of clients on advertising agencies, it was not easy for ASAP to survive this long. “We are very lucky that we have been steadily growing in terms of billings and projects,” he said.

ASAP’s climb to the top

Meyrick and Perl were still planning to get married when Meyrick started ASAP in December 1994.

“Meyrick started the company with just his talent and his bullheadedness. Dili sya pwede nga dili siya ang boss. He wants to be in control so he resigned from his job at that time and started his own company,” recalled Perl.

“We had a small office. It was just me and two artists and we only had one computer. We started with doing graphics, flyers and brochures. Our first client was SkyCable,” said Meyrick.

“We really did not name the company ASAP. In fact we thought of other names for the agency. Whenever we talk to clients, they would always say they need the materials done ASAP (As Soon As Possible) and we would also comply with whatever their requirements ASAP. So eventually, we adopted the name and I am really proud to say that we have lived by that name all these years. Magdali jud mi pirmi,” said Meyrick.

It was only four or five years after Meyrick started the company that Perl joined officially. By that time, they also acquired another client, SuperCat.

But just like any other new company, ASAP also experienced difficulties. “There were times when we found it really hard to pay the salaries of our people,” said Perl, “But although it was hard for us, we never failed to pay our people.”

16 Years and Counting

Aside from giving what their clients need As Soon As Possible, what is the secret to ASAP’s staying power?

Meyrick and Perl both agreed that one significant factor of ASAP’s success is their partnership. “Because we are bonded by marriage, that’s why we have endured the business,” they said.

The couple divided their duties in the company – Meyrick handles the creative and financial side while Perl does client servicing. “I’m a people person so I deal with the clients. Meyrick is very frank so you can’t let him deal with the clients,” teased Perl. “I do what Perl promises the clients. She can’t be trusted with financials because she loves to shop,” joked Meyrick.

Another secret to staying on top of their game in the advertising world is that the couple understands the needs (and temperaments) of their people, who are composed mainly of artists. Perl said that with all the people they have worked with over the years, they have come to understand the temperaments of the people who work for them. “It is part of the emotional psyche nga labad jud ang ulo sa mga artists and we try to understand that,” Perl said.

The couple also makes sure that the company keeps up with the trends in the business. They make sure that personnel attend seminars and they also make sure that they are abreast on the latest in technology.

“After 16 years, we consider ourselves on top of our game, especially with our roster of clients who are industry leaders,” Meyrick said, adding that among their clients at present are multinationals like Microsoft and Toyota. ASAP also handles Jollibee in the Vismin area, as well as the Corporate Business Group of PLDT and Cebu-based Loalde. Perl shared that they have learned so much from these clients and have raised their standards because their clients also expect a lot from them.

“We really had to beef up our operations because of the demands of our clients. Most clients would now ask advertising agencies to be more creative and find more affordable ways to promote their products. So now, we also do special events and other media publicity events,” said Perl.

To celebrate their 16 years in the business, the ASAP office at the FGU Building at the Cebu Business Park will undergo a major renovation to give it a new look.

“We could not have survived for 16 years on our own. We achieved all these because of the people who supported us, the people who worked for us and our clients who trusted us,” the couple concluded. ?