It is rare that one talks about outdoor advertising in the Philippines without mentioning the name of Lloyd Tronco. Lloyd Tronco's first brush with Out-Of-Home media started 30 years ago having grown up in a family business which provided billboard space in the southern Philippines. Having worked his way up in the family business, he became the Chief Executive of Tronco Advertising by 1994.In 2001, when Out-Of-Home media began gaining immense popularity in the Philippines due to the advent of digital tarpaulin printing, Lloyd Tronco was hired by UniversalMcCann to be part of a team specializing in out-of-home media. At UniversalMcCann, he handled the OOH media requirements of the agency including that of Coca-Cola, Cathay Pacific, Mastercard, and Globe Telecom, until early 2005. Following the stint with UniversalMcCann, he set up a consultancy which developed the business of OOH media vendors and at the same time serving the Out-Of-Home media needs of various media agencies.
In 2008, Lloyd formed the Philippine Center for Out-Of-Home Media Research and Science which now serves as a repository of information for out-of-home media in the Philippines. More commonly known as PhilCourse, the Philippine Center for Out-Of-Home Media Research and Science takes the lead in aggregating information on the Out-Of-Home Media industry.
He is also adept in digital media, being counted among the few Certified Digital Marketers in the country, a title bestowed by the Internet and Mobile Marketing Association of the Philippines (IMMAP). He is usually called upon to speak on a wide range of topics within the topics of digital and out-of-home media. His recent engagements included:
- Resource Speaker on "Why Visayans Should Blog" at the 1st Visayas Blogging Summit in Iloilo
- Resource Speaker on "Inside Outdoor" at the 2nd Outdoor Advertising Philippines Expo at SMX
- Conference Chairman at Digital Signage World Asia 2010 at Suntec International Exhibition Center, Singapore
