How the Phil Advertising Congress began

Thirty five years ago, in July 1968, the 6th Asian Advertising Congress was a major event at the spanking new Singapore Convention Center, featured by a festive lion dance and a keynote speech by the Minister of Tourism. It was here that our own biannual advertising congress was conceived.

To set the right ambience, there were very few high rise buildings in Singapore at that time. The Lion City was "backward" compared to present-day Cebu. Most of the real estate were old two-story residential houses and small sari-sari stores typical of those found in any other Asian city in the mid-1960’s. The most popular means of private transportation was a low-powered motorcycle driven with an inverted windbreaker jacket over one’s chest.

Here and there were vacant lots covered with cogon grass and rusty steel ware uncollected from World War II. Singapore was not as developed as it is today, nor was Thailand, Malaysia and Indonesia for that matter, and the Philippines was regarded as one of the most progressive countries of Asia next only to Japan.

The Filipino delegation was treated with obvious respect. The late Tony de Joya of Advertising & Marketing Associates (AMA) was the most liked speaker followed by Marianing Limjap of San Miguel Corp. who expounded on the need to develop ad messages for the younger generation.

Our delegation consisted of some of the best advertising executives from the national advertisers, advertising agencies and media sectors and included the late R.R. de la Cruz, EVP and general manager of Philippine Promotions Bureau (Philprom), Joe Santamaria and Jake Romero of J. Romero and Associates, Max Ramos of Philippine Advertising Counselors, T.D. Agcaoili of J. Walter Thompson, Nita Linsangan of Women’s Journal, and Francisco Capistrano, Manuel Laureano and Doming Flores of the old Manila Times.

Among today’s advertising executives in that convention were Sev Alcantara of then Grant Advertising, Willie Garcia of Adformatix, Luis Nuñez now of Far East Media Consultants and Paul Ligones of Reader’s Digest. Even the late Nida Blanca and convicted former Congressman Romy Jalosjos were prominent figures in the Philippine delegation.

As a result of the Singapore conference, the first Philippine Advertising Congress was launched in Cebu City in 1969 with members of the Philippine Association of National Advertisers (PANA) as the prime movers. In 1971, as PANA director, I was designated chairman of the second advertising congress held in Bacolod City.

The purpose of the advertising congress is to create awareness of the role of advertising in marketing and distribution and highlight its contribution to the national economy. Today this national event which is being held at press time in Baguio City has become probably the most prestigious, most colorful, most awaited industry celebration this country has ever known.