THE PHILIPPINES, APRIL 17, 2012: The Advertising Board of the Philippines (AdBoard), the umbrella organization of Philippine advertising, sets its sights for a continuous and responsive connectivity to organizations and students.
"The board this year recognizes the fact that it should think beyond its term," says newly-inducted AdBoard chairman Ricky Alegre.
The theme "responsive connectivity" is the organization’s goal of carrying on with the best of its past and taking on the promise of a stronger future. Eager for more involvement, get more groups and people to develop the marketing communications industry, AdBoard is aims to start familiarizing future practitioners with what’s happening in real world business.
"We want to address the perception that the AdBoard is not reaching out enough to the students because they eventually will be the ones who are going to be involved in this industry," says Alegre.
The organization’s highest priority is self-regulation in advertising, which is the very reason of its inception in 1974. There is an ongoing talk of a joint effort for the project with the screening body Ad Standards Council.
Putting the promotion of self-regulation in advertising as its highest priority for 2012, AdBoard will re-establish its screening capabilities with the Marketing Communications Content Regulations Committee.
“We’d just like to state for a fact that the AdBoard has not removed from its bylaws the ability to screen advertising materials,” says Alegre. The committee will be responsible for the organization’s screening capability in the context of a larger and more complex industry.
Alegre also revealed the organization’s digital efforts by having a more interactive website which will have links to the 10 member associations pages and elements that will attract students in the marketing communications courses.
The 2012 newly inducted officers are Ricky Alegre as AdBoard chairman, Alex Syfu as vice chairman, Tessie Celestino-Howard as corporate secretary, Alden Castañeda as treasurer and Margot Torres as PR and information officer. Noted industry practitioners Frank Abueva, Ed Acosta, Jose Sy, Allen Velez, Faith Abaño, TJ Parpan, Madonna Tarrayo, Gig Tibi, Rudy Villar, Pepito Olarte, Lorraine Schuck and Meckoy Quiogue complete the new set of officials as board of directors. Jones Campos retains his executive director post, while veteran AdBoard officer Andre Kahn is ex-officio.
The AdBoard is composed of 10 member-associations: the Advertising Suppliers Association of the Philippines, the Association of Accredited Advertising Agencies-Philippines, the Cinema Advertising Association of the Philippines, the Independent Blocktimers Association of the Philippines, the Internet and Mobile Marketing Association of the Philippines, the Mobile Marketing Association of the Philippines, the Marketing and Opinion Research Society of the Philippines, the Outdoor Advertising Association of the Philippines, the Philippine Association of National Advertisers and the United Print Media Group.
Photo caption :President Benigno Simeon Aquino III inducts the 2012 Officers and directors of the Advertising Board of the Philippines (AdBoard), headed by Chairman Frederick Alegre of Business Mirror (UPMG) – (fourth from left), in a ceremony at the Heroes Hall, Malacañan Palace Tuesday April 17, 2012. Inducted AdBoard Board of Directors are (from LEFT): PR & Information Officer Margot Torres of Golden Arches Dev’t. Corp. (PANA), Vice Chairman Alex Syfu of DM9 Jayme Syfu (4As), Treasurer Alden Castañeda of San Miguel Foods (MORES), Rudy Villar of SM Investments Corp. (PANA), Allen Velez of Events Pool (ASAP), Lorraine Schuck of Carousel Productions (IBA), Frank Abueva of Advertising Associates (OAAP) and Ex Officio Andre Kahn of J. Romero & Associates (4As). Not shown in photo are: Corporate Secretary Tessie Celestino-Howard of Airtime Marketing (IBA), Madonna Tarrayo of Straight Shooters Media (ASAP), Gigi Tibi of Creative Juice (4As), Jose Sy of Film Ads (CAAP), Faith Abaño of Celestial Media Services (CAAP), TJ Parpan of Dentsu Indio (IMMAP), Manuel Quiogue of GroupM Philippines (MSAP), Ed Acosta of EDA Billboard Services (OAAP), and Pepito Olarte of Philippine Daily Inquirer (UPMG).
