ADCON RETURNS TO BAGUIO:

Advertisers have taken the wheel as the lead planners in what is shaping up to be another out-of-the-box Philippine Advertising Congress (or as industry insiders call it, the AdCon).

Almost certain to turn up the hype are parallel celebrations to go with the AdCon’s 21st biennial staging. One is the big five-oh milestone of the Philippine National Association of Advertisers (PANA), which also falls in 2009. Returning host Baguio City—still the sentimental favorite among previous congress venues—will also be 100 years old next year.

AdCon movers, led by Chairman Fernando Zobel (great eye candy, girls), want to get the City of Pines dolled up for a memorable centennial. Plans are afoot for an AdCon exhibit that matches the look and feel of the World Expo itself (something that should make ex-president Fidel Ramos and Mina Gabor smile after seeing their Manila World Expo dream torpedoed a decade back). The whole idea, says the organizers, is to ensure the exhibit “becomes the place to be and be seen.”

AdCon’s “grandest exhibit ever” will cover a sprawling half-hectare area around Baguio’s premier CAP Convention Center, which will also be the main site for plenary sessions. The exhibit venue will be maintained in spotless condition all day long from November 19 to 21. Even the delegates’ meals will be served there, through a wide variety of culinary spreads and Wifi-enabled cafes. 

Of course, one can expect those fabulous parties and sporting events to color the affair throughout. Other city landmarks will be tapped for congress events—Burnham Park and Hotel Elizabeth Ballroom for sponsored dinners and Baguio Country Club for breakout sessions and golf. In a minor coup of sorts, the ultra-private Mansion House, normally reserved for the First Family’s use, is being eyed as the Araw Awards Night venue.

Heralding a returning son, Baguio is rolling out its welcome mat on many levels, to maximize comfort, accessibility and efficiency for the huge logistical challenges always associated with every AdCon.

For the very first time, finalists vying for the Araw Awards will be displayed as a major exhibit attraction. Another possible Araw innovation is the recognition of not just creative excellence but marketing effectiveness as well.

Breakout sessions will also be introduced to the 21st AdCon, which means exclusive learning tracks will run in parallel for creatives, marketers and media, respectively. According to the organizers, it will make the AdCon truly relevant across the entire marketing discipline. 

The congress theme is being finalized. Under consideration is a wholistic perspective of the marketing discipline by revisiting the 4Ps and other elements beyond it. The Adcon’s braintrust hopes to emphasize marketing fundamentals that everyone should get right.

To date, the working committees are led by: Program Committee – Susan Dimacali (4As) as chair and Karen Asis (PANA), co-chair; Ways & Means – Hermie de Leon (MSAP), chair Rudy Villar (PANA), co-chair; Exhibits – Egay Navalta (ASAP), chair and Allen Velez (ASAP), co-chair; Admin – Digna Santos (PANA), chair and Mila Marquez (4As), co-chair; and PR/Publicity – Pepito Olarte (UPMG), chair and Jones Campos (PANA), co-chair; and Special Events/Sports – Lorna Tabuena (ASAP), chair and Charlie Manio (PANA), co-chair.

The 21st Philippine Advertising Congress will be formally opened by a grand plenary session in the evening of November 18.