The lady is happy and it shows! It’s the opening day of the 21st Philippine Advertising Congress (PAC) at the Subic Bay Exhibition and Convention Center (SBECC) and Overall Chair Margot Torres is proud and beaming!
Having had to deal with a heavy workload the week prior due to regional visitors from McDonald’s, Torres’ excitement for the event built up, and how! Arriving Tuesday night, Torres was all praises for her Committee Chairs.
“I saw the exhibit, it was so fabulous. Everything was [in order]. You knew where to go, where to register, where to go for the hotels,” she explains.
And for the venue management who took on the task of hosting the 21st PAC, she is thankful. “The SBMA only had five weeks’ notice, and were able to pull this off. There are kinks, but everyone in the committees are working hard.”
“Hardly anybody is bothering me. [Plenary speaker] John Naisbitt is here. Honorary Chair Fernando Zobal de Ayala is on his way and will be at the presscon, at the opening and is joining the fun run,” she lists off.
Of the trade exhibit, branded for the first time as Spectrum, Torres is amazed. With the mission to create “the biggest and grandest” trade exhibit, Velez and Navalta have delivered
“I am happy! I love Egay Navalta and Allen Velez, [Co-chairs of Trade Exhibit and Venue Committees]. They fulfilled the vision. [The trade exhibit] is really grand,” says an enthusiastic Torres.
Though the dynamic duo say the exhibit is similar to the last congress, Torres sees otherwise. “I think the exhibits are fancier this time. The walkway now is more filled. And even [Navalta and Velez] are happy,” she adds.
Going around the venue, the spirit of “Perspectives: Ano sa Tingin Mo,” is undeniably strong. The entrance drive, SBECC lobby and surroundings are overloaded with streamers, balloons and tents.
Compliments reaching Torres are early—from the grand exhibit to the smallest ID. “Everyone is saying ‘How nice the ID, and the bags are useful you can put your laundry in it,’ she laughs, describing the gigantic branding opportunity.
One item that even the Organizing Committees are so genuinely enthusiastic about is the 21st PAC magazine supplement. “The entire committee is thrilled [because] we all look so thin and tall!”, she narrates gleefully. “It was not stretched! Excuse me that is my figure. Mahahalikan naming lahat si Lucien (we all want to kiss Lucien)”, she continues heartfully, referring to Lucien DyLiaco, Philippine Star vice-president for advertising.
The culmination and yet also a start, the day is special for Torres. “Everyone is busy with their jobs, in their own work. That’s why I appreciate everybody taking the time to volunteer and making this happen.
“I hope the sponsors are happy. I am so thankful for their support,” she says.
Today, the bulk of delegates is expected. Torres assures them of a really great show on opening night, and an equally exciting Araw Awards night. Necessary changes bed made for adjustments not just in venue, but more so for the purpose of the congress.
Despite the drummed up TV commercial, revealing the ending didn’t seem appropriate for opening night. The awaited secret will have to wait until the Araw Awards night.
“I feel guilty that we can’t do it on opening night even if that’s what the ad said. Now I feel like I’m going against truth in advertising,” says the witty Torres.
But the few days’ delay is beneficial. The team of Don Sevilla and JR Ramos was able to incorporate the musical production revelation into the Araw Awards nights, and then some.
According to Torres, Randy Aquino, Araw Awards Night Chair promises a really exciting Araw Awards night. She hopes the members of PANA, the client side stay for Araw Awards night, more so because marketing effectiveness was added to this year’s criteria.
The busy, but bubbly Torres is off to oversee her baby, with only the slightest of concerns.
“My greatest problem is how to deal with my costume changes on opening night!,” she expressed brightly.
