An Ad Congress like no other

What better way to commemorate the 21st Philippine Advertising Congress than to continue its drive for marketing, creative and socio-economic excellence and boost the emergence of its newfound purpose—to dedicate its success to a worthy cause.

It has been said and done and what makes this ad congress more exciting is its ability to adapt to change. With the destruction brought about by the recent typhoons, the 21st PAC had to consider other alternatives to push through with the event as scheduled and make a difference to its fellow countrymen.

The ad congress is the best time for the industry to gather together and look at things in different perspectives and learn to survive in these trying times. But this year, the 21st PAC will also organize the industry to be of service to its public in times of most need. What started out as a challenging global economic crisis has evolved into a socio-economic and environmental challenge for everyone, so the theme “PERSPECTIVES: Ano Sa Tingin Mo?” is more relevant than ever.

Taking on a major twist on relocating the venue from Baguio to Subic has gone as smoothly as everyone hoped. Subic eagerly helped the organizers transform the entire venue with barely a month of preparation. The turn of events paved the way for the organizers to revamp some of its programs.

In the midst of these natural occurrences, a new purpose emerged for the 21st PAC. This event will bring significant awareness to the global economic crisis and calamity upheavals. The theme “Perspectives” remains, and renowned international and local speakers will share topics on socio-economics and the environment. This initiative provides intense and challenging opportunities to get together, learn, travel and interact.

The most anticipated and consistently one of the highlights of the ad congress is the Araw Awards Night. Advertising agencies eagerly await the Araw Awards Night to discover the best ads of the year. It is where creative excellence in advertising is recognized. This year, not only has the award-giving body raised the level of competition by introducing marketing results as one if its new component, but also, 100 percent of its ticket sales will be donated to the Red Cross Baguio Chapter for the recovery of Benguet.

“Baguio goes to Subic” will also be showcased in the Trade and Exhibit area in honor of Baguio’s invaluable effort to help the 21st PAC. Baguio will have its own section in the exhibit to showcase its products. While sports activities were trimmed down, 100% of participant’s fees will also be donated to the fund-raising project.

Launching of the Brand-Aid project organized by the AdBoard will also take place during the 21st PAC. This will be the cornerstone of the industry’s efforts to help rebuild the nation through the power of advertising and raise funds for the calamity victims.

This ad congress has been faced with so many challenges, but in spite of it all, making it happen against all odds has become emotionally fulfilling. Some might say it’s just a marketing strategy, others say it’s philanthropy. But for the 21st PAC it’s corporate responsibility. As members of the communications industry, we strive to promote a positive message – that the ad congress is not a venue for parties, but a school of thought, a celebration of big ideas that will help each and every one of us in the years ahead. This is an ad congress like no other, because the 21st PAC is one with a heart and a cause.