MANILA – Now on its third year, adobo Festival of Ideas (FOI), the annual festival of creativity organized by adobo magazine, did not disappoint.
With the theme: “Create. Innovate. Or Die.”, adobo FOI drew over 1,200 students and professionals in the advertising, marketing, media, and other creative industries, filling the grand Newport Performing Arts Theatre at Resorts World Manila.
The delegates learned first hand from industry luminaries including Wain Choi, SVP & CCO of Cheil Worldwide who emphasized the importance of launching people instead of products; Anna Meloto-Wilk, Founder & President of Human Nature who proved that you can do business while doing good. “Business can no longer exist solely for money.”
In a joint session, DAN\Asia’s President and Innovation Director Tuomas Peltoniemi and TBWA\SMP’s MD and CCO Melvin Mangada shared how the network is changing their local agency models to focus more on their client’s needs while also zeroing in on the welfare of their people. Meanwhile, Y&R Asia Chief Creative Officer Marcus Rebischini reminded brands and agencies to always innovate for a purpose.
Digital gurus, Carlo Ople, VP for PLDT EICB and Arthur Policarpio, President of Mobext Asia encouraged everyone do build their own businesses and create original content. D&AD Japan Representative Kotoko Koya talked about the kind of work they’re looking for in the world’s toughest design competition and how your work can have what it takes to join.
J. Walter Thompson’s APAC Director of Digital Josie Brown together with Manila’s Head of Strategic Planning (ESPD – Executive Strategic Planning Director) Pam Garcia discussed a study, entitled The Control Shift. The study revealed how digitally engaged Filipinos are and how they are more open vs. other countries in delegating control of their life in technology if it enhances their life and solves human challenges. Further explaining the power of social and the opportunities that the biggest social networking site offers was Kitty Lun, Head of Creative Shop, Facebook Greater China. “Today, consumers around the world are consuming more information on their mobile.”
Conference theme video by Acid House
Despite the technical difficulties, John Merrifield, Chief Creative Officer of Google Asia-Pacific, shared useful learnings and concrete examples to survive in the multiverse. Ending the full day festival with a grand entrance, via a motorcycle no less, was a joint session by geeks Ibba Rasul-Bernardo, CEO of Sari.ph and Matthew Cua, Founder & CEO of Skyeye, Inc. who are testament to how easy it is to import your products and creations as long as you do it well.
Thanks to our moderators, Caloy Sambrano, Managing Partner, OgilvyOne Manila, Issa Tobias, Business Group Director, MRM//McCann, and Liz-An Kuster, TV and events presenter and co-founder of Impact Hub Manila for leading insightful Q&A sessions.
From the interactive booths to educational talks, delegates shared the creative experience all over social media, with the hashtag #adoboFOI taking the top 9 spot among the Twitter trending topics in the Philippines.
Wrapping up the conference is an after party presented by House Manila, Beer Below Zero, San Miguel Corporation, Baskin Robbins, held at one of the premiere clubs in Manila, House at Remington Hotel.
This event was co-presented by adobo magazine and PLDT and Smart Communications and was made possible by Samsung, Max’s Group, Yellow Cab, Krispy Kreme, Resorts World Manila, House Manila, Fairmont Hotels & Resorts, Fullhouse Asia, Pouch Nation, Underground Logic, Voyager, Wyd, Photoman, Facebook, I Am Cardboard, Maggi, Energen, Kratos, San Miguel Corporation, Baskin Robbins, Starbucks, Manille, Cadbury, Tang, Zalora, Unilab, Slurp Coffee, Hapee, Chalk Magazine, Coca-Cola, Cebu Pacific. Our media partners: Jack TV, 2nd Avenue, Manila Bulletin, ANC, Myx, TV5, Business Mirror, Philippine Daily Inquirer, Philippine Star, Creativoices, Monster RX 93.1, When in Manila, and ClicktheCity.com.
