Moving forward from recent events leading to its relocation to Subic, the 21st Philippine Advertising Congress announces a new slant to its current theme. Branching from “Perspectives: Ano sa Tingin Mo?”, a motivated Ad Congress tries new topics relevant to the current conditions.
The change of slant was a prime suggestion from various members, which the AdCon readily accepted. Already in the lineup, “The Argument for CSR in a Down Economy” by Mike Schalit, Founding Partner of Network BBDO South Africa, will be highlighted. Similar cause-oriented topics are being planned, to include global warming and economic recovery.
Brand Aid, the brainchild of David Guerrero, BBDO Guerrero chief creative officer, is studying steps how to unite the industry into meaningful movements, such as a simple seal on products wherein manufacturers can commit a portion of every purchase to the project.
Typhoons Ondoy and Pepeng brought disaster to the Metro and to North Luzon. To reconcile with the situation, the Ad Congress prepares to pare down this year’s event. In addition, portions of the AdCon proceeds will go to the Red Cross and other foundations. The same goes for the Araw Awards ticket sales.
While the Metro reeled in the wake of Typhoon Ondoy, the advertising industry was at a loss how to provide assistance. Although Ondoy did not affect the Ad Congress directly, it was best for the event to employ a low profile. However, Typhoon Pepeng’s wrath over North Luzon, would eventually force its hand.
With the roads to Baguio damaged and threat of landslides en route, the organizing committee of the AdCon heeded caution and prudence and decided to stage the event nearer to Manila. Subic was deemed the ideal choice having hosted the event in 2007.
AdCon history shows that massive delegate registration is during the Early Bird period and at the tail-end. With the event continuing as scheduled from November 18 to 21, it is important that the AdCon still gets its last-minute registrants. All sponsors have remained in support, so far.
“We are optimistic that delegate registration will increase due to the new slant. The new slant will add relevant topics that are an added premium for the delegates,” says Margot Torres, Ad Congress Overall Chair.