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PHILIPPINES, NOVEMBER 2010 – Its theme “Techie, Artsy, Gutsy (TAG) You’re It!” may be playful, but the first PANA Foundation Youth Congress held from November 11- 12, 2010 at the Bayanihan Center at the Unilab Compound also contained serious talk about the work of its speakers.
The congress featured expert speakers on advertising and in media, they highlighted important issues and speedy trends and changes of Integrated Marketing Communications. The participating students from different colleges and universities had the chance to experience real-world issues in the industry through discussions and forum groups with the experts.
Dentsu Philippines President Nonna Nañagas (above) talked about research and insights. “Insights come to you in everyday life,” she declared, stating that when used properly, insights are powerful competitive tools. Dentsu, Bangkok’s Executive Creative Director Thailand’s Warunee Tanakijchumroon discussed strategy development. “If you sell the best product or offer the best service, your business can still fail.” Tanakijchumroon explained that an open mind and good observation skills are essential to discovery and exploration. These are necessary when talking about insights.
Nandy Villar, managing director of McCann Worldgroup Philippines, noted that "companies own brands; consumers make brands a part of their lives.” His colleague, strategic planning head Gino Borromeo, shared that “each one of us has the power to be a co-creator”, as he led an activity with students to participating in the co-creation of the Coke brand through marketing strategy. Co-created ideas, he said, can help a brand become more valuable to its costumers.
Other speakers were Coca Cola’s Shakir Moin, Dentsu Asia’s Yoshihiko Hasegawa, Chief Consultant, Dentsu Asia, Zenith Optimedia’s Venus Navalta, Our Awesome Planet’s Anton Diaz, DDB Cares’ Susan Dimacali, McCann Worldgroup’s Raul Castro, Terence Angsioco and Miguel Bauza of E- Games, BBDO Guerrero’s Paul Roebuck, UP’s Ramon Bautista and ABS-CBN’s Robert Labayen.
The IMC Students Competition, “Life on the Line: A Health and Awareness Campaign for the Youth”, unfolded on the third day of the congress. Out of the 30 schools that participated in the competition, only five finalists presented their entries in front of different panelists . UP Diliman won the Grand Prize; Assumption College and Lyceum of the Philippines were first and second runners-up, respectively. Ateneo and PUP were named Merit awardees.
