Perspective (Ano sa Tingin Mo?)
by William I. Casabar

This is it! After a long time of waiting, the 21st PAC has finally been held last Nov. 18-21 at the Subic Bay Exhibition and Convention Center (SBECC). This bi-annual conference of the advertising-industry, the most eminent gathering of the people in the communication business, was attended by at least 3,000 delegates of different organizations.

And of course, being the flagship ambassadors of the Company in the advertising regiment, the Brand and
Communications team, we’re all in full force to grace the one-of-a-kind and ever-thought-provoking congress in the Philippine advertising context.

As stated by one of the keynote speakers of the event, “The Ad Congress is a vast opportunity for learning and a great opportunity [for us] to challenge traditional thinking.” Upon hearing this statement, this immediately gave me a prelude on what this event is up for. Though not being the only first-timer attendee on the team, I could not help but get more thrilled of the “goings-on”. I may have no idea about the whole course of the assembly but after a series of thorough personal research, I knew how rare was the chance to partake in this kind of event. Indeed, very few are fortunate enough.

As I first set my feet on the convention area, the booths of the exhibitors immediately got my attention. Quite a lot of sponsors were resent to promote their offered products and services, from beverages, mobile and TV networks, cigarettes, newspaper and ad agencies, gadgets and technologies – it’s all there. It’s simply “overwhelming” to see those big, very imposing and well-turned out stalls. All the promotional items, kits, promo personnel – everything in the area compliments each other. Though having different motifs, it all looks like an “eye candy” to the delegates and other attendees, very inviting. As good as freebies, complimentary and other pr kits which are also up for grabs - too many to choose from. This is the biggest and grandest trade exhibit I’ve witnessed so far.

When the team got inside the convention hall, the first thing we did is claim our full-sized loot bag kit. The bag is filled with sponsored items mostly handbook, flash drive, magazine, ballpen, drinks and other items that can be used for the event.

I remember the B&C’s initial preparation for the event started since last February, canvassing for a possible hotel in Baguio. Until the devastating typhoons brought by Ondoy and Pepeng and leave some our countrymen homeless and in agony of losing their loved ones. Primarily, the theme for the year “Perspective (Ano sa Tingin Mo?)” was conceived because of the global economic crisis, but it was later on swung into a new purpose in response to those who were badly affected by the calamity.

It drastically caused a coil to the event, from the venue originally set in Baguio and it’s transferred to Subic. Bringing a multidimensional perspectives to the organizers, the 21st PAC chairman Margot Torres said that the long-standing and ostentatious Ad Congress “has gained a new perspective to become an instrument for positive action to help countrymen and to rally support for long-term recovery”. Indeed, the congress will be serving as the channel in the launching of the BrandAid’s Project Ahon formed by the committee.

On the opening night, Ms. Alexandra Prieto-Valdez, president and CEO of the Philippine Daily Inquirer, welcomed the delegates on their sponsored cocktails. After her, one of the most-awaited speakers of the night, AYALA Group CEO Fernando Zobel de Ayala, delivers the keynote address. He mentioned about the three trends and that those shows that businesses can be harnessed for greater positive impact in society, that they can become a “forces for change”. While listening on his speech, I suddenly remember that the man in front is one of the most successful businessmen in the country. I wonder aside from his knowledge, skills and hard works, what else that brings him on his pedestal now.

Meanwhile, author of the bestseller “Megatrends 2000” and a world futurist tackled the future of post-global meltdown. He pointed out that the government should adopt the system called “political free zone” to ensure economic advancement.

Also, on the corporate social responsibility session, Mike Schalit, chief creative officer of Network BBDO in South Africa, invoked a very insightful thought. He said that the current advertising industry should “turn away from cute, clever ads designed to win awards but don’t do any good in the world.”

One of the most-applauded speaker during the creative plenary session is Kentaro Kimura, Co-CEO, Creative Director and Account Planner of Hakuhodo. The presentation was entitled “How to Boil the World: “The Moment” Brings Power in Branding. He motivated the delegates saying that, “every social issue can be solved by one creative idea.” He also shared a very powerful creative strategy in advertising which can also be applied and useful to other vessels like our company. He noted that in order to hit the market, one must learn to find, create and fuel “The Moment”.

Other renowned speakers who also take part of the 21st PAC line up are: BJ Cunningham, entrepreneur and brand marketing expert; Ian Stewart, head of Friendster Asia; Dirk Eschenbacher, executive director of Tribal DDB Asia Pacific; Jose Ma. Lorenzo Tan, President and CEO of World Wide Fund for Nature; Linda Kovarik, regional creative director of Coca-Cola; Raul Castro, chief creative officer of McCann Worldgroup and many more.

Since lunches and dinners were sponsored by the three gigantic broadcasting networks and newspaper agencies, some of the country’s famous celebrities in the local industry were also present to entertain the delegates. Like the sponsored dinner of ABS-CBN wherein they brought all the noontime favorite heartthrobs and sweethearts of ASAP to entertaindelegates with live song and dance numbers. Even the respectable big bosses like Gabby Lopez and Charo Santos-Concio danced to the tune of the popular Korean pop song “Nobody”. While TV host Paolo Bediones and comedienne Eugene Domingo co-emceed the GMA-7 sponsored dinner, facilitating the games in relation to the station’s 50-year anniversary celebration. The newly-reformatted TV 5 brought into Subic Convention Hall its two flagship and highest-rated reality programs “Talentadong Pinoy” hosted by Ryan Agoncillo, where in five delegate-contenders from different Ad agencies competed. Vic Sotto also did his own program “Who Wants to be a Millionaire?” where two of the delegates won P500,000 each at the end of the show. Lots of prizes were granted to those who luckily won in the raffles and contests.

Furthermore, the event was also a perfect occasion to collect new contacts of the other attendees and potential clients or business partners. The team spotted some familiar faces in the convention like friends, old classmates, current suppliers and other colleagues in the industry.

For a brief moment, we found a temporary haven from the hustle and bustle of work in Subic.

The jam-packed learning sessions, exposure and experience in the AdCon paved the way in shaping and inculcating new perspective to the delegates. As a key factor to create awareness, inform, promote, and persuade, it also must be guided by a critical purpose of serving the public acting as a tool of change.