Russ Alfonso : Non Traditional Advertising Pioneer

MAKATI, Philippines - There was a time when the basic menu for outdoor advertising options rotated only within Large Format Billboards, Bus Ads, and Pearl and Dean Lightboxes.  The closest thing to having a moving image on an outdoor poster was through a contraption called a Tri-Vision sign.  That time was a quarter of a century ago. 

Then came a guy who came in with innovation after innovation of outdoor advertising media.  That was close to 30 years ago when Russ Alfonso started RS Concepts, Inc.

While RS Concepts started in 1996, I had the pleasure of working with Russ and his company when I joined McCann-Erickson in 2001.  His offering for Coca-Cola was out of the usual.  He had a lenticular poster which simulated movement through slits on the lightbox glass.  Coke was interested in it to simulate a pouring  movement at a time when LCD TV's were still a long way off.

And while LED billboards are commonplace today, RS Concepts already had an electronic billboard strategically positioned outside Building A of SM Megamall, along EDSA.

So if anyone wants to lay claim that they came up with the first full color LED screen on EDSA, kindly remind them that RS was there first at Megamall.  I had the pleasure of using this for Coca-Cola's campaigns in 2002.

Not too long after the Megamall LED went up, there was the LED at the carpark between Rustan's Makati and the Intercon.  That's where Glorietta 5 is now.  It was an LED screen which was mounted back-to-back with a Tri-vision carrying Marlboro posters.

We at McCann used this for the Globe Handyphone relaunch in 2002. 

These are just a sampling of what innovations RS brought in then.  RS was also known for the lightboxes in Ayala Underpasses, Shangri-la Mall, the Mactan Cebu International Airport plus many more.

Today as Russ Alfonso celebrates his 65th birthday, I'm sure Russ' mind is still vigorously at work. The spirit of innovation behind RS Concepts continues to deliver better options for advertisers.

Some years back, on his LinkedIn profile, Russ Alfonso had this to say, "8/8/96 - That's when we started operating our company RS Concepts. 25 years just zipped by! We wish to thank all our customers partners and suppliers for all the business we have done through out the years. Special thanks to TESSIE SY COSON and HANS SY who gave our start up a chance to work with the SM group in 1996. We have gone through 4 presidents , unprecedented advances in technology, ups and downs in business, natural disasters and now pandemic. Through Gods grace we have endured and will continue with his blessings!".

Happy 65th Birthday, Russ Alfonso!

The writer, Lloyd Tronco, is an Out-Of-Home Media Strategist.  He is a constant subject matter expert on Out-Of-Home Media and Digital Signage.  He is also the industry journalist for OOH in the Philippines. 

 


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