21st PAC: The Final Curtain Call

MANILA, Philippines - This is it! After a year of preparation, the 21st Philippine Advertising Congress (PAC) is all set to stir up the industry with the most awaited, ever challenged and one of a kind advertising congress in Philippine advertising history.

With the recent ordeals confronting our country, there is a need for us to look at everything in multi-dimension. Thus the theme “PERSPECTIVES: Ano sa tingin mo?” The theme has become more relevant than ever, what started out as a challenging global economic crisis has evolved into a socio-economic and environmental challenge for everyone. The tribulations caused by the recent calamities have made the organizers consider other alternatives to push through with the event as scheduled and make a difference to our fellow countrymen.

Taking on a major twist such as relocating the venue from Baguio to Subic has gone as smoothly as everyone hoped. Subic eagerly helped the organizers transform the entire venue with barely a month of preparation. The turn of events paved the way for the organizers to revamp some of its programs. More importantly, Baguio through its Mayor, Peter Ray Bautista, has been gracious and understanding about the turn of events.

In the midst of these natural occurrences, a new purpose emerged for the 21st PAC. This event will bring significant awareness and focus to the global economic crisis and worsening natural calamities. The theme “Perspectives” remains, and renowned international and local speakers will share their views on topics relating to socio-economics and the environment. Attendees will also expect to hear innovative ideas expressed at the congress’ marketing, creative, digital and media plenary sessions. This initiative provides intense and challenging opportunities to get together, learn, travel and interact.

 The ad congress will also serve as the springboard for the launching of Brand Aid’s project AHON organized by the AdBoard. This will be the cornerstone of the industry’s efforts to help rebuild the nation through the power of advertising and raise funds for calamity victims.

This year’s ad congress will also boast off “SPECTRUM”— the biggest and grandest trade exhibit in adcon history which will be formally opened by Olongapo Mayor Bong Gordon on November 18. “Baguio goes to Subic” will also be showcased in the exhibit area in honor of Baguio’s invaluable effort to help the 21st PAC. Baguio will have its own section in the exhibit to promote its products. While sports and special event activities will continue to gear up the delegates‘ talents and stamina by way of donating the participant’s fees to the fund-raising project.

The most anticipated and consistently one of the highlights of the ad congress is the Araw Awards Night which happens on November 21. Advertising agencies eagerly await the Araw Awards Night to discover the best ads of the year. It is where creative excellence in advertising is recognized. This year, not only has the award-giving body raised the level of competition by introducing marketing results as one if its new component, but also, 100 percent of its ticket sales will be donated to the Red Cross Baguio Chapter for the recovery of Benguet.

In the finale, the conclusion of the 21st PAC ad campaign will be revealed. One story, four perspectives, created by four (4) award winning directors: “The Magician” by Henry Frejas, “The Assistant” by Sid Maderazo, “The Stagehand” by Carlo Directo and “The Date” by AF Benaza.

The ad congress is the biggest gathering of people in the communication business and as members of this industry, we strive to promote a positive message – that the ad congress is not a venue for parties, but a school of thought, a celebration of big ideas that will help each and every one of us in the years ahead. So this is really it. The ad congress’ final curtain call unfurled. Indeed it’s history in the making—“Ano sa tingin mo?”