321. MAGNOLIA NATIONAL SALES CONVENTION RALLY SONG, “FIGHT LIKE A PRO!”, 1985

 

"FIGHT LIKE A PRO!'on the cover of Kaunlaran, SMC Magazine

In the 1980s, SMC-Magnolia Corporation caps  the year by holding its annual national sales convention, usually in major key cities in the country, like Manila, Baguio, Cebu and Davao. Here, members of its national sales team are flown in, gathered, and apprised of the next years plans for the various Magnolia products they are pushing. These include a review of all the Magnolia brand’s performance and a presentation of next year’s sales targets, marketing, advertising,  and merchandising plans.

LISTEN TO MAGNOLIA'S "FIGHT LIKE A PRO" RALLY SONG

The direction of next year’s sales initiative is embodied in a theme, and in 1985, “FIGHT LIKE A PRO!”  was the battle cry, a call to more aggressive selling, but carried out in a professional manner. A Rally Song was commissioned by Magnolia’s ad agency to motivate  the sales teams and lift their “fighting spirit”. Music  was provided by the late award-winning composer, Caloy Agawa, from lyrics written by Creative Director, Alex Castro.

During the whole duration of the 2-day conference, the song was played during social events, most especially on the last day of the conference: the Magnolia Sales Achievement Awards Night. Here, sales achievers of every rank are given recognitions in a grand evening  of musical entertainment, featuring the country’s leading artists of the decade.

 CREDITS:

AGENCY: Ace-Saatchi & Saatchi Advertising

ACCOUNT: Gigi Garcia, Lawrence Tan, Dudy Masilungan

CREATIVES: Alex Castro, James Bernardo, Vianne Lizardo

PRODUCER: Paul Suarez