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1986-1987 Creative Communications Management (CCM) is organized as ABS-CBN Merchandising, headed by Salvii Casino 1999 Merchandising is spun off to cater to external paying clients. TV Promo, with copywriter Cindy de Leon as head, is created to service all in-house promotions
2000 The Christmas station ID (SID) wins a silver medal in the Promax/BDA World Gold Promotion and Marketing Awards’ in-house holiday/seasonal promotion category 2002 Johnny Manahan directs ABS-CBN’s first summer SID, “Saya ng Summer" 2003 To celebrate ABS-CBN’s 50th anniversary, the summer SID is called “Happy Fiftiesta.” The network also begins officially using “Kapamilya” as a general slogan 2004 Kapamilya stars participate in the street games Filipino kids play in “Sabay Summer Tayo, Kapamilya” TV Promo becomes CCM. With De Leon retired, former advertising executive Roberto Labayen takes over The “50 Years Gold” SID wins a bronze medal in the New York Festivals International Television and Film Awards 2005 “Iba Ka-Summer ang Kapamilya” is less theme song-driven, relying mostly on sound effects and chants 2006 Breaking from tradition, CCM asks viewers to send in photos and videos showing “how we Filipinos celebrate summer, the simple but meaningful moments that we share as a Pinoys” for the “Kapamilya, Summer Na! Sama Ka!” SID 2007 Ordinary Filipinos have all kinds of fun under the sun as Kapamilya talents show off their dance moves in “Araw Natin ‘To” 2008 “One Team, One Summer” enlists the winning routines of the University of the Philippines Varsity Pep Squad, plus groups of poi and hip-hop dancers 2009 “Galaw-galaw sa Tag-Araw” is the call of Kanto Boys Billy Crawford, John Lloyd Cruz, Luis Manzano and Vhong Navarro as Kapamilya stars get busy doing good deeds— building homes, cleaning a river and feeding children 2010 “Summer ang Simula” is a collage of summer activities that, taken together, forms a canvass painting “a better world for the Filipino” The Catholic Mass Media Awards cites “Star ng Pasko” as the year’s best station ID 2011 The “Da Best” campaign is rolled out in “Bida Best sa Tag-Araw,” highlighting how ABS-CBN and its stars are inspired by Filipinos who strive to be the best that they can be 2012 “Pinoy Summer Da Best Forever” is launched on “ASAP Rocks” on April 15, marking the official start of summer for all kapamilya |
