With the mission of training students to be combat ready for the advertising wars, the 2nd Student Ad Congress went into DefCon 1 last September 27 to 28 at the AFP Theater in Quezon City. Ad majors from all over Metro Manila and as far as Dasmariñas, Cavite trooped to Camp Aguinaldo to wage war in the Creative Competition.
Industry veterans gave talks on improving their gameplan. Radio veteran Rey Langit wowed the crowd with his vocal versatility. Jimmy Santiago of TBWASMP shared his agency’s principle of disruption in creating ads. With an impressive collection of pointers from ad legends like David Ogilvy, Neil French and David Droga , Cid Reyes of Ace Saatchi & Saatchi discussed how to employ “The Art of War.” adobo’s Cynthia Dayco stressed the importance of global-sized ideas in the changing landscape of advertising while director Sockie Fernandez gave tips on how to land your dream profession. Philippine Daily Inquirer’s Mon Lizardo ended the first day by showing the different facets of online advertising.
In the open forum Saan ang Asset Mo sa Advertising? (Where Are Your Assets in Advertising), attendees had the chance to ask representatives from various industry sectors anything and everything advertising. The session included Aries Estrella, copywriter and ad professor; Dinky Villanueva, former AdBoard, AFAA and PANA president; Robert Labayen, VP for Creative Services at ABS-CBN; and Poch Bermudez, president of Hinge Inquirer. The forum was facilitated by Twink Macaraig of the ANC network.
The two-day affair ended with two schools getting the top awards. The creative brief for Globe’s Kada-segundo service was best presented by Colegio de San Juan de Letran and Lyceum of the Philippines University, getting the judges’ approval for the best print, radio and TV ads.
