21st AdCongress formally opens with over 2,800 delegates

SUBIC BAY FREEPORT ZONE – The 21st Advertising Congress formally opened yesterday as industry leaders encouraged over 2,800 delegates to take newer perspectives to cope with the fast changing trend in advertising business.

21st Philippine Advertising Congress (PAC) honorary chair and keynote speaker Fernando Zobel de Ayala said in a press conference that, “advertising presents a huge potential to inform, engage and serve the public good.”

“Advertising plays a key role in ensuring that the issue is presented in the context of the stakeholders’ unique solution and involving them in the process of finding solutions to the issues that affect them,” Zobel said

“Businesses can be harnessed for greater positive impact in society. They can become a force for change as they have the tools and solutions at hand for the problems we face today,” he added.

Subic Bay Metropolitan Authority (SBMA) Administrator Armand Arreza said that Subic Freeport will be showcased as a tourist destination and premier convention site in the country during the four-day Ad Congress.

“AdCongress is a clear proof that Subic Freeport is capable and ready to host big events and conventions,” Arreza said as he noted the tight four-week preparation after organizers transferred the venue from Baguio to Subic brought about by the recent series of typhoons.

21st PAC overall chair Margot Torres said that “the 21st PAC is more than an event for our industry.” “It is an instrument for positive action where we can help our fellow countrymen and rally support for long term recovery,” she added.

Brand Aid, an initiative of the Advertising Board of the Philippines (AdBoard) which seeks to become the industry’s concerted response to disaster and calamity by setting up a funding mechanism to aid rehabilitation efforts has been launched during the opening day of the Ad congress held in the Subic Bay Freeport Zone.

This would be an ongoing project that focuses the industry’s resources and efforts to succeed in its goal to help recent and future victims of calamities.

With a changing world comes changing perspectives. Fewer things are more apparent in the 21st century than the effects of extreme weather – they are encroaching more and more upon everyday life.

The 21st PAC theme “Perspectives: Ano sa tingin mo?” took on a deeper meaning. The adverstising industry had first been so focused with battling global economic crisis but calamity hit the Philippines and exacerbated the state of the economy and society.

The 21st PAC resolved on a new purpose which is to make a difference in the lives of those worst affected by calamity.

It is important for the 21st PAC to inspire the whole industry to move forward with a new cause and a new resolution – one that takes to heart the welfare of the society at large.

The responsibility to sustain the world rests on all our hands, as well as the obligation to take part in rebuilding lives after facing adversity.

Its first project, AHON which was set in motion in the immediate aftermath of typhoon Ondoy had raised P2 million for the Philippine Red Cross.

As the ad congress goes underway, dialogues on corporate social responsibility, sustainable development and global warming will be brought forward taking their rightful place side by side with business concerns in marketing, creative and digital media.

Meanwhile, the opening of the largest trade exhibit dubbed as “Spectrum” featuring hundreds of booths with the country’s leading brands showcasing their best products and services also opens here, yesterday.

The opening night dance showdown by Olongapo’s Aetas and Baguio’s Igorots welcomed the delegates of the 21st Philippine Advertising Congress with over 2,800 delegates.

Olongapo City Mayor Bong Gordon and Baguio City Mayor Peter Rey Bautista led the opening of the trade exhibit at the Subic Bay Exhibit and Convention Center.

AdBoard chair Charmaine Canillas turned over the proceeds of the 2009 ARAW Awards ticket sales to Baguio City Mayor Peter Rey Bautista, head of the Baguio Chapter of the Red Cross to aid the rehabilitation of Benguet province. Rey Garcia