PANA holds biennial convention

This was no back-to-the-80s event when the jig called the "strut" was the "in" thing.

It was a different kind of "Strat" that the Philippine Association of National Advertisers (PANA) commenced today with over a thousand delegates filling up to capacity the Centennial Hall of the Manila Hotel.

None other than the president of the World Marketing Association, Hermawan Kartajaya, attested to the successful opening of the biennial convention, "Strat Ur Stuff," the Strategic Marketing Summit organized by PANA. He said people queued "like they wanted to enter Hard Rock Cafe."

"I’m so overwhelmed. We actually did not expect this turnout, considering that we’re the last for this year to have this summit," PANA president Carminia Rodriguez told The STAR.

So ovewhelming was the presence of delegates from various companies and even schools that Kartajaya, who is also governor of the Asia-Pacific Marketing Federation Foundation and president of MarkPlus & Co., predicted a "good" future for the Philippine advertising and marketing industry amid the threat of terrorism.

"Southeast Asia is perceived to be a place for terrorism, not only for the Philippines. Everybody is scared but a thousand people came in (to the PANA summit) and there is the indication that Filipinos are very enthusiastic to see the progress of advertising and marketing sectors," he said.

Kartajaya also took note of how advanced the local advertising and marketing industry’s standing compared those in other Southeast Asian countries.

The creativity of the advertisements have the elements of the "three waves" of marketing, namely "rational, emotional and, some of them, are already spiritual," he said.

Undersecretary Adrian Cristobal Jr. of the Department of Trade and Industry’s consumer welfare and trade regulation group posed the challenge brought about by the "changes in technology and how it is used for advertising and sales promotion."

Cristobal, the keynote speaker at the Strategic Marketing Summit, lauded the efforts of advertising and marketing associations such as PANA, and consumer organizations in helping the DTI "educate consumers."

This, he said, in light of the recent complaints the DTI has been receiving from consumers concerning "misleading advertising in the media and dubious marketing tactics," which he said was another challenge for the trade department on "how to be an effective regulator for the interest of consumers."

Cristobal particularly cited the use of text messages in cellular phones to buy products and services. "We have to exert extra efforts to raise awareness about consumer rights and responsibilities because a well-informed consumer is a vigilant consumer. And a vigilant consumer is a protected and a responsible consumer," he said.

In the face of the challenges, the trade official noted of the "common purpose" that both the PANA and DTI have to "promote the interest of the consumers."

In her welcome remarks, Rodriguez recognized their responsibility as "communicators" goes beyond "merely selling our brands," saying they have taken the on the vital role of "leveraging market satisfaction amid the challenges of the times."

Aside from globalization and the prevailing economic crises, she said terrorism hs also made a strong impact on "both our businesses and daily lives."

"Our desire is to restore consumer confidence. We believe that the key now lies on how our business endeavor is grounded in the discipline of a strong strategic thinking. All of these are in keeping with the primary goal of spurring national development and, more importantly, improving the quality of Filipino lives even in the midst of trying times," she said.

The plenary sessions of PANA’s "Strat ur Stuff" Summit will end today to give way for students to strut their own stuff tomorrow in the Advertising Students Competition wherein winners will receive the PANA Marketing Communications Award.

After delivering his keynote speech, Cristobal formally opened the convention’s trade exhibit with PANA president Rodriguez and PANA officers Raul Alvarez and Susie Achacoso-Cruz.

Summit delegates made a beeline for the trade exhibit that showcased products and services offered by 40 exhibitors, including The STAR. Dry samplings of goods offered by PANA members were given to visitors. – Ann Corvera