MANILA, PHILIPPINES – The first General Membership Meeting (GMM) of the Philippine Association of National Advertisers (PANA) for 2025, held on January 23 at Seda Hotel, BGC, was a landmark event. It brought together the country’s premier brand builders, industry leaders, partners, and collaborators, setting the stage for a year of purposeful and innovative brand-building. Beyond providing invaluable industry insights, the event also marked the induction of PANA’s 2025 board of directors and officers, as well as the chairperson and board of trustees for the Foundation.
This GMM set the tone for PANA’s monthly gatherings, held every last Thursday of the month. These sessions explore emerging industry trends, innovations, and best practices, featuring carefully selected local and international speakers who provide fresh, relatable, and thought-provoking insights for brand builders.
Reflections on Industry Dynamics
Emily Abrera, President of the Foundation for Communication Initiatives (FOCI), opened the event with a keynote address that challenged attendees to reflect on the seismic shifts in the advertising industry over the past 15 years. From the dissolution of the Adboard to the fragmentation of media buying and the rise of social media, Abrera highlighted both the opportunities and challenges these changes have brought.
She emphasized that while digital platforms have revolutionized media consumption, they have also introduced vulnerabilities like misinformation and exploitation. Abrera urged the industry to embrace collaboration, align business goals with societal progress, and create narratives that resonate deeply with consumers. “Advertising must not just entertain but inspire action and shape culture,” she concluded, calling for strategies that are not only profitable but purposeful.
On the economic front, Marco Miguel Javier of BPI outlined key trends, including steady inflation rates, robust real estate loans, and potential growth from midterm election spending. Meanwhile, Jay Bautista, Managing Director of Kantar Media Philippines, underscored the importance of capturing consumer attention over mere exposure or impressions.
PANA’s 2025 Vision: A Step Change in Industry Leadership
“New Beginnings. New Learnings.” This encapsulates the forward-looking change in 2025 PANA leadership under the newly inducted president Chrissy Roa from Ayala Land. Inspired by her personal mantra, PANA embarks on a transformative journey with the 4Ps of Marketing which she redefined as Purpose, Passion, Performance, and Progress. Roa underlined each in her acceptance speech.
- Purpose is the foundation of marketing. Establishing a clear brand and business building goal is imperative.
- Passion is the manifestation of brand love through a fierce and faithful sense of ownership.
- Performance must be measured on how the promise of products and services deliver on customer satisfaction.
- Progress is openness to change, breaking away from the comfort zone through reinvention and innovation.
These 4Ps add up and equal to the power of building brands successfully.
Roa also earmarked the equally important task of redefining advertising. “Advertising is not creative alone. Advertising is creative if it is effective. Therefore, our goal as advertisers is to come up with creative business solutions, that address customer pain points.” Roa believes that the immense skill and talent of organizations in our multi-creative industry will be the lynchpin to pioneer partnership programs and committed that PANA will be in the forefront of leading and integrating them. She concluded by calling on everyone to harness joint forces to build brands not just responsibly, but also creatively.
The Foundation’s Commitment to Progressive Advocacy
Incoming PANA Foundation Chairperson, Maye Yao Co Say of Richwell Philippines,Inc. , reinforced the Foundation’s pivotal role in driving innovation and excellence. Building on the vision of “ONE PANA,” introduced during her 2022 PANA presidency, Co Say emphasized synergy between PANA and the Foundation to amplify their impact.
The Foundation remains focused on its flagship programs, including the PANAnaw Awards and Youth Creativity Festival, while continuing its support for students and the academe. Outgoing chairperson Blen Fernando reflected on the challenges of 2024, such as tight funding and demanding schedules, yet celebrated the team’s resilience and dedication.
Co Say also shared plans to secure Philippine Council for NGO Certification (PCNC) accreditation, a milestone that will enhance the Foundation’s transparency, governance, and access to funding opportunities. This step signifies a bold commitment to expanding the Foundation’s reach and impact.
About PANA: A Legacy of Leadership
For 65 years, PANA has united nearly 280 members from leading companies in advertising and brand building, serving as a trailblazer in the Philippine marketing industry. Staying true to its mission, PANA champions effective, truthful, and responsible marketing while advocating for self-regulation and consumer protection.
As it enters 2025, PANA stands firm in its legacy of elevating brand-building practices to global standards, fostering innovation, and driving purposeful progress in an ever-evolving industry. Together, PANA and its Foundation are poised to create meaningful milestones that not only shape the industry but also contribute positively to society.
