PHILIPPINES, MARCH 30, 2011 – Leo Burnett Manila has been selected from the seven advertising agencies that pitched for the 22nd Philippine Advertising Congress (PAC), which will be held on November 16 to 19 at the Camsur Watersport Complex in Pili, Camarines Sur in the Bicol region.
The other agencies involved in the pitch were Campaigns & Grey, DDB Philippines, Dentsu Philippines, Publicis JimenezBasic, JRomero and Associates, and JWT Manila. It was said that the pitch was a tight race between Leo Burnett, JWT and Campaigns & Grey.
Raymond Arrastia, group managing director of Leo Burnett Manila, commented on the agency’s win: "It is a little more special for us because Raoul [Panes, Leo Burnett Manila ECD] is from Naga [City, next to Pili in Camarines Sur province]. The guys had extra motivation because of that."
This is the first time the agency has pitched in the past ten years, as one of them would be part of the organizing committee and therefore not qualified to pitch.
"This year was an opportune time as Raoul’s term in the [Creative] Guild is also winding down and I just finished my term in the 4As. It’s an opportunity to serve again without being part of the Board," said Arrastia.
The brief called for creative materials that will lead to double delegate numbers and increase awareness about Camsur, which is better known as a nature and sports destination, not as a convention venue.
The congress theme “The Game-changing Generation” is backed up by the insight that the way business is done and how the market operates has changed, requiring the industry to be game-changing as well.
The proposition: to make the 22nd Philippine Advertising Congress “the hub of game-changing ideas” by celebrating game-changing ideas.
Raoul Panes said, "The fact that they chose Camsur to be the venue is automatically a game-changer and we took that to heart."
Arrastia noted that they began by defining game-changing: "If you look at the commonality, in a lot of instances, it’s actually challenges and adversity and how people handle these things. Camsur is a province that handled many challenges in the past. That became a fantastic start-off point for us."
Leo Burnett presented their initial 22nd Ad Congress logo, TVC storyboard, radio ad, print ad, website, direct mailer, and venue design on March 30 at the United Press Media Group General Membership Meeting. The storyboard is based on the true story of the dragonboat team composed of local fishermen, which has won in international competitions.
"We put some heart, soul and humanity into the campaign. It was a careful balancing act, mixing real, human stories and putting some gloss and modernity into it," said Panes.
The Leo Burnett team is yet to receive feedback with the PAC creative committee, led by DM9 JaymeSyfu’s Merlee Jayme. However, the campaign promises to be fun and have broad appeal, talking not only to creatives but to the different sectors.
The 22nd Philippine Ad Congress will be lanched in the third week of May.
[Updated April 1, 2011]
