AdCon 22 reports on road to Cam Sur

MANILA, PHILIPPINES, AUGUST 24,2011: World-class speakers, a tougher ARAW Awards, and a game-changing  province that’s ready to take on the challenge. This was the gist of the 22nd Philippine Ad Congress executive committee’s message during a recent media update held at the Resorts World in Manila. A new TVC “Drago”, which features a team of local fishermen turned award-winning dragonboat rowers also debuted.

With less than four months to go, the Philippine AdBoard and and its appointed leaders are working double time to ensure that the 22nd AdCon stays true to its “Game Changers” Theme. This year, AdBoard turns to five-member media associations in laying the groundwork to Cam Sur. They are the United Print Media Group (UPMG), the Internet and Mobile Marketing Association of the Philippines (IMMAP), the Independent Blocktimers Association (IBA), the Cinema Advertisers Association of the Philippines (CAAP) and the Outdoor Advertising Association of the Philippines (OAAP). In front and center is Philippine Daily Inquirer president and CEO Sandy Prieto-Romualdez who takes charge as overall chair person.

Spirit of Unity
“It’s really something we do for the love of the industry,” says Romualdez.“The pursuit of excellence – personally and professionally – drives the industry people to offer their services to ad congress.” The chairperson even gamely teased The Philppine Star Publisher Miguel Belmonte, who “fed Inquirer” during the Star-sponsored luncheon.  

The love for the industry also seems to have trickled all the way down to the local government as Camarines Sur Governor LRay Villafuerte and Naga City Mayor John Bongat – both of  whom belong to rival parties – worked hand in hand to assure the success of the event. Bongat has been working on building additional accommodations in the nearby city of Naga while Villafuerte has taken charge by being a direct contact and liaison to the AdCon Committee. Both even offered their own houses for accommodations.

“Despite belonging to different political affiliations, we are one for Bicol.” Bongat assured.  He also announced that 1,995 rooms, 28 hotels, and around 5,000 combined beds have been prepared in Naga, to supplement whatever accommodations have been set up in CWC.

So far, 1,444 delegates have already registered to join AdCongress22 through the online registration system, making the first online delegate registration a success of the committee. The online registration system is an ad congress milestone inspired by this year’s theme. Instead of waiting long lines at the AdBoard office and all the paperwork to fill out, e-registration allows everyone to sign up for AdCongress22 and book accommodations in CamSur purely online. AdCon is expeting around 2500 guests.
   
Inspiration from game-changers
The line-up of speakers this year features mavericks from marketing, advertising, media and even sports. If you think you’ve seen it all in your field, wait until these AdCongress22 speakers share their stories.

New featured speakers include Charlene Li (co-author of the bestselling book “Groundswell”) and Patrick Shult (president of Freemantle Media Southeast Asia). Among local speakers would be Eugenio “Gabby” Lopez III of ABS-CBN, Atty. Felipe Gozon of GMA and Manuel V. Pangilinan of TV5 who will give a joint discussion on the future of media in the Philippines. “This is the first – if not only time– that you’ll see the big three live on one stage. You shouldn’t miss it,” says Margot Torres of Golden Arches, who is this year’s Programs Committee Chair. 

The latest addition to the program is Gen Y expert Joeri Van den Bergh. The co-author of How Cool Brands Stay Hot, who spent five-years of intensive research for the book, gives the crowd special consumer insights from the 13 to 29 age group. Famous footballers Azkals are also coming to give the event added spice  – not just through their scorching looks – but also through their trailblazing contributions to philippine advertising and sports. 

Noticeably missing though was the key note speaker, which has been in a vacuum esver since President Noynoy Aquino declined a to give the address a few months ago. While no official announcement was made during the press con, speculations on who’ll give the integral speech was all over the place. Attendees were also abuzz over rumors that an iconic ad man who might very well be joining government as a presidential appointee could be the next key note speaker.

Special events highlights
Every year, the special events committee devises activities to give delegates a break from the seminars in the ad congress, maybe stretch their feet and spend some time in the sun. This year, with Ricky Alegre of Business Mirror as chairman, the special events committee launches the Amazing Quest.

It’s a race to CamSur beginning November 14, and delegates may register to join the Amazing Race-style quest in the official AdCongress22 website where they may also download the task map and study the mechanics of the competition. The Amazing Quest is an exciting way to kick off the AdCongress22 adventure even before everyone reaches the venue. Prime exhibitors PLDT and Multimedia Exponents, Inc. have already signed up. Expect to see more gadgets and gizmos this year. Be ready to do more than just watch, too: the trade exhibit will be very interactive as exhibitors prepare to wow delegates with games and gimmicks.         

A brighter ARAW shines
At the close of AdCongress22 is a sunrise, the Adboard Recognition Awards, or simply, ARAW. The creative committee in charge of ARAW builds on 2009’s precedent, fully pushing the effectiveness criteria to stress that the most creative works get the best results as well.

This year, ARAW levels up by going digital all the way as cane be seen via www.arawawards.com. “It’s not easy to do but we had to start it,” says creative committee chair Merlee Jayme. “Going digital, doing everything online including the first phase of judging, we realized it has to be for the long-term. There has to be continuity. You cannot be online now then go back to manual.”

The ARAW grew itself to take on what has become a phenomenon in the industry – the world of digital media. At the end of another two-year cycle, receiving an ARAW is all the more invaluable, because it is a recognition of progress, of being ready to change the game. Jayme also promised that while registration is easier, this year’s ARAWs will be one of the toughest the industry has ever seen.

Local insights
While excited due to the number of improvements in the province, a number of local residents of Naga and Camarines Sur were reported to have little idea of how the Ad Congress may be help them economically. Local sources informed that the idea of what goes on during AdCon is yet to sink in on the local residents. “We know that there’s an ad congress, but the small people don’t really know how they can benefit from it,” shares one local resident. However, this might very soon change as the AdCon committee is expected to delve into an all-out information drive in coming months.

The 22nd Philippine Advertising Congress is scheduled from November 16 to 19 at the CWC Sports Complex in Camarines Sur.