President Aquino calls on ad industry to shun sensational media

PHILIPPINES, FEBRUARY 18, 2011 – In his speech at the induction of the 2011 officers and board of the Advertising Board of the Philippines (AdBoard) at the  Rizal Ceremonial Hall of Malacañang Palace yesterday, President Benigo Aquino III asked for support for media outlets that uphold truth and fairness instead of media that sensationalizes issues.

"I understand that advertising is commerce, but the decisions of where to advertise can also be used to encourage responsible corporate behavior and improve the level of discourse in our country," he said. He pointed to values as a factor in choosing media buys, not just the traditional ad metrics, and pointed to the role of marketing communications in helping "promote a trustworthy, transparent relationship between the government, and the Filipino people".

  
AdBoard chairman Andre Kahn welcomed the president’s message: "It is a call for the industry to help in nation-building." Kahn revealed that discussion on the subject was initiated as early as the last quarter of 2010 and that both advertisers and the ad industry are responding positively. He also shared that the AdBoard will take on the values of honesty and integrity in an upcoming campaign, complementing the theme of the new PANA campaign to be revealed next week, which is centered on change that begins with the individual.

In photo (front row L-R): Tessie Celestino-Howard, Corporate Secretary (IBA),  John Rojo, Vice-Chairman (PANA), Presidential Communications and Operations Head Sonny Coloma, President Benigno S. Aquino, III, Andre Kahn, Chairman (4As), Alden Castañeda, Treasurer (MORES) and Ricky Alegre, PR & Information Officer (UPMG). (Back row L-R):Directors  Pepito Olarte (UP MG), Mio Chongson (4As), Cecile Marvilla (PANA), Marilen Forsuelo (PANA), Allen Velez (ASAP), Norelyn Babiera (ASAP), Atty. Joe Vale (OAAP) and Jose Sy (CAAP).  Not shown in photo are Directors Alex Syfu (4As), Donald Lim (IMMAP) and Meckoy Quiogue (MSAP).