How to Make a Benta is partly an autobiography and a virtual history of Philippine advertising over the past half century. The author worked in broadcast production, copy, creative direction, account management, PR and general management before becoming president and CEO of Advertising & Marketing Associates, one of the leading agencies in the Philippines. He immigrated to the U.S. in the late 80’s to set up his own agency, Minority Media Services, Inc. It is considered one of the trailblazers in ethnic marketing in the U.S. In sum, the book is a valuable resource for students of advertising and promises enjoyable reading for industry veterans.

Published in 2011 by Minority Media Services Inc.

300 pages