Ad people put their money where their heart is

This week could very well be declared advertising week, as thousands of people who have a stake in the exciting, spirited and fast-evolving world of advertising and marketing communication gather for the 21st edition of the Philippine Advertising Congress (PAC). The much-awaited event was going to be hosted by Baguio City, which won it in a competitive bid and thoroughly braced itself for the daunting task. Then came Ondoy and Pepeng, two devastating weather disturbances that left a trail of destruction across Northern Luzon, including the host city. The situation forced the Advertising Board of the Philippines (AdBoard) to bring the 21st PAC instead to Subic, and it will proceed as scheduled on Nov. 18 to 21. The Subic authorities have kindly and readily agreed to take on the enormous challenge, notwithstanding their “full plate,” the short notice and time frame needed to deliver the job.

It is with reluctance that the organizers withdrew from the City of Pines since it has been most supportive and generous, from the planning stages of the PAC right until preparations neared completion. “We have never doubted Baguio’s resilience or its readiness to accommodate the 21st PAC in spite of the adversity,” AdBoard chair Charmaine Canillas said. “But the further strain thousands of delegates and participants would subject the already weakened Northern Luzon infrastructure to on the roads leading up to Baguio would put delegates’ and local people’s safety at risk. Northern Luzon is still in the process of rebuilding itself and we must give way to its reconstruction for everyone’s safety.”

The suffering of the victims is not lost on the advertising industry, and if there is one thing we learned from our shared tragedy, it is solidarity. “This is the best time for the industry to come together and reflect on ways to be of service to the typhoon victims and to nation rebuilding. Our economy must not come to a standstill. We must take part in helping the local economy get back on its feet,” Canillas underscored.   

Brand-Aid

The 21st PAC is one with a heart and a cause, where all members of the industry are encouraged to actively participate. In fact, it will be launching Brand-Aid, a project organized by the AdBoard, which will be the cornerstone of the industry’s efforts to help rebuild the nation through the power of advertising and raise funds for the calamity victims. Here, the advertising community, through an ad campaign called “Ahon,” is taking a step back to see what it can do to help. Ad people want to contribute, they are concerned about the current situation and they want to get involved as much as they can.

Brands and companies are unsure how to respond. Their own employees are significantly affected, too. Their immediate communities are affected as well and there are multiple requests to respond to. In a statement, the AdBoard said, “Most corporate giving is via direct, unpublicized donations. We don’t want any publicity for what we are doing. It may be seen as exploiting the situation. We have a budget set aside for donations and we are using that. This is not going to meet the extraordinary needs of the times. Budgets are limited and the needs are exceptional. We must involve consumers, and unite as an industry.”

The Theme

The recent calamities make the congress theme, “Perspectives: Ano Sa Tingin Mo?” even more relevant, as we are pushed to see people, events and places unfolding in front of us from an assortment of multi-colored, multi-dimensional lenses. Relocating a major conference to another venue with barely a month of preparation is no joke. However, the revamp of the programs and the tweaking of other attendant activities have gone smoothly largely because of help and cooperation from every member of the organizing committees.

The Program

As originally planned, renowned international and local speakers will share topics on socio-economics and the environment. This series of plenary lectures will provide powerful and challenging opportunities for delegates to get together, learn, travel and interact. Fernando Zobel de Ayala, president and chief operating officer of Ayala Corporation, the holding company of the Ayala Group, will deliver the keynote address, while two world heavyweights in the realm of marketing and branding — John N. Naisbitt and BJ Cunningham — will be sharing their perspectives with the advertising industry.

Naisbitt will talk about the Philippines in the context of the main developments of the first half of the 21st century. His session will include brand-new insights about China, its transformation and influence on global markets and politics. Naisbitt, author of the bestseller Megatrends, will give attendees plenty to think about and consider during his talk. As the world’s leading futurist, Naisbitt’s prognosis of the future post-global meltdown should be among the most relevant highlights of the congress.

Branding and brand marketing expert BJ Cunningham is bound to become another favorite in this year’s Ad Congress. He is popular for establishing Death Cigarettes as the “honest smoke.” He used this to illustrate the power of provocation and how to flip a conservative market, the main point being that authentic and powerful branding demands the truth; the future is about market depth and involvement, and not just awareness. His reputation for challenging the norms led him to set up an integrated brand marketing agency, winning clients such as Volkswagen and Nokia, to mention a few.

Baguio Goes to Subic

This will be the main feature of Spectrum, the congress’s Trade and Exhibit area, which honors Baguio City’s invaluable contribution to the 21st PAC. An initiative of Mayor Peter Ray Bautista, “Baguio Goes to Subic” will showcase products unique to the mountain city, its tourist hotspots and all recommended destinations. Mayor Bautista will attend the major activities throughout the congress. He will be formally presented during the opening ceremonies, lead a traditional ugayam prayer for the invocation that will be immediately followed by a dance number by the Aetas of Subic and the Igorots of Baguio. And in honor of the city’s unfailing push, 100 percent of the Araw Awards ticket sales and participants’ fees in all the sports activities will be donated to the Red Cross Baguio Chapter for the recovery of Benguet and other beneficiaries.

The Best of The Best In Philippine Advertising

Preparation for the much anticipated Araw Awards Night is likewise in full swing. Advertising agencies and advertisers alike eagerly await this congress highlight as it unearths a showcase of advertising that sells and win awards. This year, the Araw Awards has raised the level of competition by introducing marketing results as one of its evaluation components on top of the expected assessment criteria on creativity.

An Ad Congress Like No Other

What makes this ad congress truly exciting despite all the hurdles is its ability to adapt to change. Indeed, this is the best venue and the appropriate time for the industry to get together and look at things on varying platforms and learn to survive amid all the trials and tribulations — natural or man-made.

Making the 21st PAC happen against all odds has become emotionally fulfilling to the organizers. It’s going to be the ad industry’s corporate responsibility as it rallies people of communications to promote a positive message — that the ad congress is not a venue for junkets and socials but a school of thought, a celebration of big ideas that will help each and every one in the years ahead. This is a congress with a heart and soul, a gathering of great minds who are willing to put their money where their heart is.

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