Young people would always change gear and push themselves hard to try and find many jobs to their hearts’ content. There’s really nothing wrong with this; after all, everyone is entitled to his or her own happiness and that includes finding the job he or she really wants.
But this isn’t the case for Troy Alcala, the marketing director for Digital Out Of Home, Inc. (DOOH), whose initial work experience was in an international bank and then moved on to the out-of-home media industry with the MacGraphics Carranz after three years.
Alcala stuck it out and rose from the ranks with the DOOH for the last 20 years. He stayed all through these years because he likes the way his boss, Alvin Carranza, the company owner, works — he operates on a very personal level.
“He has a way of knowing if someone has the potential to work with him harmoniously,” Alcala noted, adding Carranza considers a person’s skill set but he also needs to assess if one will fit the role effectively and efficiently.
“He would communicate his vision on a project, while sometimes I would doubt its feasibility, but nevertheless, I would still support his direction,” he stressed.
To this day, “he manages to surprise me, when his vision which seemed initially lofty but becomes a success,” Alcala enthused.
From MacGraphics Carranz International Corp. to DOOH, there is no doubt that the company has grown by leaps and bounds.
Aside from its existing billboard sites in strategic areas in Metro Manila, the best testament to this enormous growth is The ONE EDSA, the most modern and highly technical led billboard located in Mandaluyong City.
Since it was lit up to full operation in August 2020, The ONE EDSA has been helping global and local brands sell their products and services with much success. More importantly, it has been providing free broadcast announcements by government agencies in the midst of COVID-19.
“When there are lockdowns, out-of-home media loses its audience. In spite of this, DOOH continues to market and sell, using our programmatic and content management features intensively,” said Alcala who had juggled several roles in the company.
As the economy recovers, Alcala sees the need for the out-of-home industry. “It means more eyeballs and longer viewing periods. This is the ideal medium for companies to inform the public that they are still here to provide for their needs through their products and services amid the pandemic.”
