A new order for a brave new world

Some 20 yrs ago, practically a lifetime ago, I was asked to go to my boss then, JayJay Calero, and close the door behind me. Now that’s never a good sign. I immediately began reviewing any transgression I may have committed. Was I late? Did I miss a deadline? Did I bully an AE? Was a client complaining? I was so relieved to learn, I hadn’t been called to the principal’s office for any offense.

Instead I was being drafted into a most secret mission--- To launch toothpaste that competition had been spying about for many years. I was allowed only to work with one art director and the marketing director and later on, one brand manager who was housed in a separate office. No one from Unilever even knew there was a brand manager. We worked at first in the condominium of the MD and later in the “quarantined” brand manager’s office-away-from-the-office. Only JWT’s top management, my partner Gil Corcuera, the art director, and I knew about the pending product launch. 4 people in all were actively into Oplan Pepsodent. It proved to be one of Unilever’s most successful secret guerrilla foray.

Fast forward, 20 + years later--- a variant of a personal care product is about to be launched. Prior to a most security conscious initial briefing, carefully selected, supposedly very limited no. of participants were asked to sign a confidentiality clause—on pain of the equivalent of excommunication. Imagine my shock to walk into a huge conference room with about 28 people: from brand agency, PR, Activation, Research, Shopper Marketing, Media Planning and Media Buying, Media Max, Interactive, plus the mirror image of the so-called specialists on client side and representatives of GASP!! Purchasing and Finance.

Juxtapose these two pictures for a moment. This is only one---the more politically correct version of Marketing and Advertising’s brave new world ushering in whether we like it or not---a New Order.
Some may think the theme of the 20th Philippine Advertising Congress “THE NEW ORDER” is a bit alarmist. Even in a trendsetting industry such as ours, developments that creep slowly and crisis that is smoldering rather than sudden, allow us the refuge, if not subterfuge of denial that we are being slowly pushed out of our comfort zone. Or we can pretend that what is happening is merely a fad that will die down when another new short-lived fad comes along.

That’s what happened when we said Media Independents would not make it to Philippine shores, or the 15% commission will remain our compensation norm. Some hope that TV networks will stick to improving their programming instead of dabbling in production of quasi-TV ads. Some wish that clients would still treat agencies as partners rather than lowest cost suppliers. Production houses long for the golden days when profit margins and bottom lines weren’t squeezed to the last drop. And then there’s the AdBoard, the 4As, OAAP and the other organizations threatened with the fever of secession. Uneasy unity is the natural consequence when as the Old Command breaks down and it’s anybody’s guess as to who will emerge the top bird in the latest pecking order, the new Capo di Tutti Cappi, the survivor of the fittest. Ahh…the Good old days!

Are we really at the threshold of a new era? Just as socio-anthropologists documented the paradigm shift from the Agricultural Age, to the Industrial Age to the Information Age--- is it possible that we are witnessing our own Industry revolution? Ad Age watches with a keen eye, a witness to transforming relationships, practices, and compensation. Even the nature of competition is changing, as bidding no longer means a war of ideas, as much as lower costs.

As fission, fusion, implosion, explosion occur, what could emerge is a mutation that no one can predict. Will we be a werewolf, dark foreboding and destructive? Or will we be Spiderman--- with enhanced superpowers that have yet to be discovered? Analysts are taking bets on our chances for survival. Will we be last man standing, or the Last Samurai?

But one might argue that change is life’s only constant. This is nothing new. Been there, done that. Those of us who have been around longer have seen the re-emergence of the one-sight, one-sound global campaigns, expats and foreign productions. As with all major change, this triggers the half-full or half-empty perspective. As we ponder the unknown and test the waters of a morphing business, a repertoire of coping mechanisms come to fore. Mine cover the gamut--- from the ridiculous to the sublime, from tranquil to OC, from hysterical and histrionic to cerebral and outré. From “go with the flow”, to the “wisdom of anxiety” to it’s “Ok, the end is near anyway”!

Whether we are cheerful or glum about our future, no one can argue that we must try to manage change. The venue Subic is an almost perfect epitome of the New Order. Literally rising from the ashes, Subic has proven the doomsayers wrong. From chaos, Subic is emerging as one of the premier cities of destination, a far cry from the abandoned US base.

Change is never easy. So we’re thrown a few lemons, let’s make lemonade. Phuket, Thailand reeling from the tsunami that took more than 10,000 lives learned its lesson and designed a state-of-the-art National Disaster Warning Centre, and inaugurated a tsunami memorial museum complete with a simulated tidal wave. That’s CHUTZPAH!

Just as technophobes made peace with new-fangled gadgets, so should our Industry learn to navigate a brave new world.

As a last thought, may I share a part of the valedictory address of Mikaela Fudolig, who graduated summa cum laude, BS Physics from the University of the Philippines at the ripe old age of 16. She said----

The 20th Philippine Advertising Congress might only scratch the surface, but collectively the Industry could trample a new path. Let us strike a league with destiny and together forge the New Order for a brave new world.

Work and play still the new order of the day

“The Ad Congress is not only about learning, but more importantly, it is about cultivating and enhancing interaction and bonding among delegates”, said Carlo Llave, co-chair of the special events committee, noting that sport activities provide an opportunity for “fellowship” among industry practitioners.

He said that the choice of sport activities depend on the available facilities that can be taken advantage of at the venue. Also, all sports would be group-oriented to allow the most number of participation among delegates. Golf, however, would be an “integral part” of the Ad Congress.

“They should be popular, and more importantly, be easily participated in by the most number of delegates”, he added.

For this year, where the Congress will be held at GVC Convention Center at the Subic Bay Industrial Park, the committee is maximizing Subic’s beaches, open spaces, badminton courts and go-kart race track for badminton, dodgeball, go-kart relay and an Amazing Race-type of sport activities. Individual trophies and prizes in cash and/or kind will be given to all winners.

“Golf will accommodate 144 players. Badminton will have both individual and team events. Dodgeball will be held at the beach, with as many as 20 participants per team, with as many as 10 or more teams participating. The Amazing Race will have 4-man teams, with as many as perhaps 20 teams participating”, he said.

Sports activities are scheduled on Nov. 24, will start around 7 a.m. and end at 2 p.m., except for golf, where the committee is exploring the possibility of hosting a two-day event. Registration details will soon be released by the 20th PAC special events committee.

20th Ad Congress in the land of the Aetas

With this year’s 20th Philippine Ad Congress themed “The New Order” happening in Subic, we take a look at a place originally (and still is) inhabited by the Aetas, considered to be the first inhabitants of the Philippines. They are described as dark-skinned, with a small stature and frame, curly hair, small nose, and dark brown eyes.

Their history remains a mystery to archeologists and anthropologists alike. One backgrounder suggests that they are the descendants of the original inhabitants of the country. The Aetas adopted the language of their Austronesian neighbors. These include Mag-indi, Mag-antsi, Abellen, Ambala, and Mariveleño.

There is archeological evidence that the Aetas spent life in the lowlands, but because of the invading Spaniards and other foreign invaders, they had no choice but to retreat to the mountains. But one fact is true though: the Spaniards failed in settling them in reservations.

In addition, the Aetas have become extremely nomadic, no thanks to the social and economic strain on their culture and life. These factors have remained unchanged for centuries. That does not mean, however, that the Aetas never learned how to adjust despite hardships. They were displaced, brought about forest depletion and natural disasters, foremost of which was the eruption of Mt. Pinatubo. Ashfall and lahar covered their ancestral lands. Indeed, they only had their own heritage and culture to hold on to which, to this day, they continue to foster and nurture.

Although they are nowadays seen wearing casual outfits like shirts, jeans, flip-flops, socks, and even shoes, their traditional clothing is still very much in vogue, so to speak. Young ladies wear wraparound skirts while old women wear bark cloth. Men in general still go for loincloths.

Their sense of fashion is not limited to clothes, though. The Aetas also practise what is known as body scarification. From the term alone, it does involve scarring—intentional scarring. The Aetas wound their skin in any body part, irritate the wound either with fire or lime, and form scars.

In less painful decorative circumstances, Aetas also adorn themselves with items found in their own areas. Flowers and leaves are commonly used, as well as girdles, necklaces, and neckbands from braided rattan and wild boar spines.

These ornaments are suited best whenever they have special occasions to hold. And with these celebrations come music. The Aetas have their own musical instruments, and they still do use them. Specifically, they have what is called the agung ensemble, which is made up of massive hanging gongs. They also play the kulibaw, a bamboo harp; and the bansik, a wood flute. Indeed, there’s more to discover in their land and among them, who continue to adapt to the changing times, living it while remaining true to their heritage.

So find out what “The New Order” is all about in this year’s 20th Philippine Ad Congress happening in the land of the Aetas—at the Subic Bay Exhibition & Convention Center—on November 21 to 24.

Gaiman heads power cast of international speakers

The 20th Philippine Advertising Congress (PAC) is nearly set and ready to welcome the thousands of advertising practitioners that will flock to the GVC Convention Center at the Subic Bay Industrial Park from Nov. 21 to 24.

The highlight of the Congress, the conference program, runs for four days and consists mostly of international names who are experts in their respective fields, and will speak on the theme “The New Order”.

According to Patricia Go, co-chair of the PAC’s program committee, the theme was born from the idea that the world of advertising, and the world in general, is changing at an astounding pace. Whereas advertising then was limited to traditional media like television, radio and print, the advent of the Internet has resulted in the breakdown of global barriers.

“Information is available as things happen, and a whole new world is opening up in terms of what’s available as touch points to the consumer. We felt that this change is happening now and that it was quite timely to listen to the people who have actively participated in this change, both in the world and the region”, she said.

Susan Dimacali, co-chair of the PAC’s program committee, said that because “The New Order” is also about bringing ideas that are “breakthrough, fresh, and out of the ordinary”, looking at the world in a different way, embracing changes that have relevance here and are beginning to take shape in more developed markets, the committee sought a “stronger international” mix in the speaker lineup.

“We brought in a very popular personality in the international speakers bureau, Neil Gaiman, an icon in the creative world, whose reputation and work reflect the spirit of our theme. We also included new technologies and new media like Internet and mobile, which was an area not covered before but is gaining wider interest and significance today, as marketers seek new and alternative ways to engage the consumer”, she added.

Neil Gaiman is one of the top writers in modern illustrated novels and comics, and a movie and television screenwriter as well. At the Congress, Gaiman is the opening speaker and will share how he is able to write stories of change by seeing and looking at our world in a different light, embracing change as a force of creativity. Meanwhile, the keynote speaker is John Gokongwei Jr, whose pioneering work in Asia-Pacific where he has expanded his business interests and unconventional maverick style serve as an inspiration to Filipinos.

Go added that compared to previous Congresses, this year would be packed with more topics and speakers than the usual, covering a broader range to interest everyone. Other speakers for the business program proper include Poonam Kumar, regional director for segmentation and positioning of Taylor Nelson Sofres; Duncan Morris, vice-president, research and market development of Turner Entertainment Networks Asia Inc; Mike Amour, chair and CEO of Asia Pacific Grey Group; Tony Wright, chair of Lowe Worldwide; James Chadwick, director of Insights & Strategy of Mindshare Asia Pacific; Michelle Kristula-Green, Asia Pacific president of Leo Burnett; Graham Kelly, executive creative director of TBWA Group Singapore and chief creative integrator of TBWA/Asia Pacific; Wayne Fletcher, global communications head of Universal McCann; Tay Guan Hin, regional executive creative director of SEA, JWT Singapore; Helen Pemberton, regional director for Media Index of ACNielsen; Amanda King, president of Tribal DDB, Asia Pacific; Danilo Mojica, wireless division head of Smart; Aaron Barnes, global vice-president of Friendster International; Fritz Kohle, production head of NYU; Ben Colayco, chief operating officer of Level-up International; Ferdinand Gutierrez, managing director of New Media.

Reactors will include Marlon Rivera, president of Publicis Manila; Lisa Gokongwei-Cheng, president of Summit Media; and Sandy Prieto-Romualdez, president, Philippine Daily Inquirer.

The New Order

By Bong R. Osorio
The world of marketing and advertising is traditionally likened to a kaleidoscope. Each time you turn this cylindrical optical toy made of mirrors and colored shapes, it creates shifting symmetrical patterns. Silhouettes, sizes, images and color combinations vary in every rotation. It represents creativity in advertising where twists and turns result into “eureka, I found it” moments.

In today’s practice, the changing relationships of the multiple players are made even more pronounced. It can now be paralleled to a snow globe, where in each shake of the crystal ball-like object, everything gets rearranged. The elements are disturbed and put in an unstable state. The rattled pieces then slowly fall down, and the rattler waits with bated breath how the perturbed parts will come together once they settle down again. For sure, the action will alter the preceding landscape and present a different look.

The snow globe is a visual metaphor for advertising, a business that thrives on quivers, disruptions and modifications to form a new order. Advertising is the art and science of shaking that reshuffles current states and fashions fresh formulas. And the new order in the practice of the craft is simply the recognition that the advertising terrain is quickly evolving and that advertising people can no longer refute that an upheaval is happening.

Due to this phenomenon, advertising practitioners are cautioned not to expect that this year’s 20th Philippine Ad Congress (PAC) will be the same as it was in the past 19 staging of this much-awaited, well-participated biennial event of the industry. As Campaigns & Grey’s Yoly Ong, overall chair of the 20th PAC says, “The revolution involves the entire spectrum of the colorful world of the advertising industry. That revolution doesn’t just involve marketers, media, advertisers, artists, producers, directors, models and writers. Everything and everyone advertising touches catches a whiff of this new order, and once it’s in you, it’s in you. Whoever you are, wherever you are, you are part of The New Order, the theme of this year’s PAC.

The New Order covers the shakes and stirs that constantly clatter advertising’s existence---sometimes violently, often gently. The jangling brings a level of resistance from all fronts, but the process gives birth to new-fangled insights, ideas, executions and consumer responses. “Any idea that is ripe and subject to painful and uncomfortable transfiguration will necessarily be a hot, hopefully appealing, if not problematic theme,” Ong enthuses. At the forthcoming ad meet, that uncomfortable transfiguration will come under scrutiny and is expected to open heated debates and spectacular fireworks. Old dogs that don’t catch the drift will sink in the surge of ideas and inundations.

And what are these shakes, rattles and rolls? Media departments in a conventional ad agency set-up detach themselves and declare independence. Advertisers challenging the commission and fee systems, forcing ad agencies to look for other sources of revenues. Media companies offering ad creative services and direct media placements thereby competing with the services of production houses and in-house ad agency creatives. Demands for other marketing communication tools as substitutes to the more expensive advertising implementation like PR, events management and brand activation have rapidly increased.

It should be noted that ad cataclysm didn’t happen overnight, nor does it end abruptly, reminding advertising people that major changes in the industry have happened in the last 10 years. Ong underscores that the transformation occurred after a long period of slow change, making ad men and women realize that things have evolved into a new-fangled creation---like a child’s face morphing into a teenager ever so subtly making them call out to the kid, ang laki na pala ng pinagbago mo. And yet that kid is somebody seen almost every day, and during that time they haven’t notice anything.

“With The New Order, expect nothing but the best in this year’s Ad Congress. It’s the gathering of the most creative minds in the country---those who think of big ideas, and ad professionals whose messages mold the minds and influence the behavior of a whole nation. Because as boundaries disappear and new systems and affiliations are put in place, he that rules “The Idea” rules a whole new advertising world.

The Advertising Board of the Philippines (Adboard) led by Chairman Andre Kahn, invites advertising professionals, as well as teachers and students interested to learn the newest in the industry to be part of the 20th PAC to be held on November 21 to 24, at the Subic Bay Convention Center. Recognizing that around 5,000 people are expected to be part of the event, Subic has began its own transformation as early as now. The industrial and commercial areas are being spruced up to ensure comfort in the business sessions and other activities, and fun in the social and athletic events.

As in past congresses, the three-day event hosted by the Association of Accredited Advertising Agencies in the Philippines (4As) will cover mind-blowing lectures from the most knowledgeable, most experienced people in various fields of media and advertising, friendly creative and sports competitions, nonstop parties and merry-making, and the much-awaited PAC ARAW Awards to recognize and celebrate the finest works in the advertising industry for the past two years.

Joining Ong in the organizing committee of this year’s congress are Boy Pangilinan of Mediacom, Chief of Staff; and committee chairpersons Pat Go of URC and Susan Dimacali of DDB, Program, McCann Erickson’s Raul Castro and PC&V’s Socky Pitargue, Creative; Matec Villanueva of Publicis Manila and Tessie Celestino-Howard of Airtime Marketing, Administrative; Meckoy Quiogue of GMA 7 and Jun Nicdao, of Manila Broadcasting Company, PR & Publicity; Inez Reyes of Jollibee Foods Corporation, Ways and Means; Carlo Llave of OAAP and Lorna Tabuena of Production Village, Special Events; Emily Abrera, Oversight, and Vanne Tomada, 4AsP executive director.

The New Order is all about change, the only constant in this world. There are fears to be conquered and risks to overcome, but one thing is for sure, the Pinoy advertising professional will face up to the challenge, fight its fiercest battle and come out a winner.

Have an eyeball with the new order in advertising at the 20th Philippine Advertising Congress. For more inquiries, log on to http://www.20thadcongress-theneworder.com or call the Adboard Secretariat at 894-3076, 894-0838 and 812-5622.

Email bongo@vasia.com or bong_osorio@abs-cbn.com for comments, questions or suggestions. Thank you for communicating.

Is that a balloon?

What is this ‘globe’ in our masthead exactly? Creative director Nathan Javier from Underline (Jimenez Basic’s non-traditional arm) gives Adobo Magazine the lowdown.

“It’s a snow globe,” explains Nathan. “When Don Sevilla and I heard the theme was ‘The New Order’, we immediately thought of shaking everything up— thus the snow globe. Because each time you shake one, the elements inside always fall in a different place. After a week of tweaking, we finalized the design and submitted it. And we won! As for the choice of colors, we just wanted to keep away form the usual corporate tones and make it more fun overall.”

Like what GI Joe said, knowing is half the battle.

No ‘standard’ booth at 20th Ad Congress Exhibit

The staging of every Philippine Advertising Congress is in itself an already exciting prospect, but there is another, much-anticipated event that comes with it, and that is none other than the trade exhibit.

The trade exhibit presents exhibitors with the opportunity to showcase a full range of products and services, trends and changes in the emerging trade and consumer markets to a diverse and captive audience of creative movers and shakers in and outside of the industry.

For the 20th Ad Congress from Nov. 21 to 24 at the GVC Convention Center at the Subic Bay Industrial Park, the trade exhibit challenges exhibitors to demonstrate your capabilities, creativity and strategies in the industry’s “New Order”. An unparalleled chance to make new contacts, introduce new and existing products and services, and network with peers and potential industry buyers, the exhibit is also an opportunity for you to see what’s new and what’s out in the trade market.

According to Allen Velez, sub-committee chair for trade and exhibit, participants can expect “a lot” from this year’s exhibit, noting that the number of exhibitors have “doubled”. This year’s trade exhibit has 140 booths, with an estimated 60 to 70 participating exhibitors.

Velez cited “innovative services” and “new technologies” in advertising in all media formats to be on display, not only within the exhibit area, but in the entire venue. There will be scattered booths outside the main exhibit and along the walkway for the big players.

“And as an added flavor to the festive atmosphere outside, there will be magicians doing New Order kind of tricks, and decorations like bubbles and balloons”, he added. For the venue, over-all venue manager Alvin Trono said participants can expect a “21st century, modern” design.

All booth designs must be submitted for approval and safety considerations. Exciting prizes await exhibitors on the Exhibitor’s night where awards will be given for the Best Booth Design and Best Gimmick, among other awards.

Trono stressed that other than variety, “it’s all about creativity and how the exhibitors would be presenting themselves”. Thus, the trade exhibit’s official exhibition and design contractor, Centrex Corp, together with the committee, is offering to design booths at a minimum cost, and because, according to Velez, “we don’t want a standard booth for a New Order kind of concept”.
Fifty booths are still open for exhibitors. Booth registration is ongoing until all spaces are filled up, and exhibitors can simply get their kits and complete the booth registration forms and be ready with the downpayment. A booth costs P130,000 for non-members, and P100,000 for members. Special corner booths cost P300,000.

Booths are inclusive of three partitioned walls, carpeted floor, fascia board, information table, two chairs, one power outlet and two fluorescent lamps.

For more information, call the 20th Advertising Congress Trade Exhibit Committee at 894-3076, 894-0838 and 812-5622, or log on to www.20thadcogress-theneworder.com

A new order for the Aetas of Subic

Despite being stereotyped as people with no exposure to the present world, the Aetas of Subic are just as modern as the rest of us while retaining their traditions and beliefs.

We are talking about a community that remained intact after all these years of shakeups in their own little world. Yes, they may still have that distinct culture about them, but that does not mean that they never thrived on disruptions and modifications, both natural and man-made.

Consider their own reputation as highly mobile people. Their intimate knowledge of forests and wilderness has made them unequaled authorities in jungle survival and techniques. All these years they have kept their skills alive. In fact, they served as instructors to American soldiers who consulted them on jungle life. The Aetas taught them how to start a bonfire, cook, build shelters, and trap animals using only forest materials.

Up to now, they are still called upon to serve as forest rangers and guides within Subic.

Nowadays, there are about 200 Aeta families living inside the Subic Bay Freeport. With all the modern conveniences surrounding them, they continue to lead close-knit lives, like their forebears did. They still rely on the forest and the bay for their survival.

Do not think that they are left to their own devices, as well. Their “new order” has found them being beneficiaries of health care by the Subic Bay Metropolitan Authority Health & Welfare Group. The Aetas receive medical and dental checkups.

In addition, they get to earn their keep through livelihood projects spearheaded by the Pamulaklakin Forest Trails and the Jungle Environmental & Survival Training Camp. These projects cover cultural demonstrations, forest tours, and maintenance of picnic areas.

All these show that while they have been consistently resisting change from other societies, the Aetas have learned to adapt and adjust to (and even benefit from) social, economic, cultural, and political challenges with their trademark resilience. In the process, they have molded their very own systems and structures within their culture while softening the impact of sudden change.

The Aetas are the perfect models of the 20th Philippine Ad Congress’ theme “The New Order”: that despite all the shaking and stirring that has happened within their community, they have been able to develop newfound insights and appreciation for the outside world, enhancing their own way of life.

Experience your own brand of “The New Order” at this year’s Ad Congress at the Subic Bay Exhibition & Convention Center from Nov. 21 to 24.

For more inquiries, log on to http://www.20thadcongress-theneworder.com or call the 20th PAC Secretariat at 894-3076, 894-0838, or 812-5622.

Order in the Port! Order in the Port!

Spanking new venue
There’s no turning back now. The 20th Philippine Ad Congress is all set to make history with the completion of the Subic Bay Exhibition and Convention Center in Subic, Olongapo.
The Center will be the site of the biennial meet by the movers and shakers of the advertising industry.

On Sept. 28, the turnover ceremony will be held on the site itself to be attended by the organizers and representatives from the Subic Bay Metropolitan Authority.

The selection of the site is one of the most crucial decisions the committee has had to make. They had to take into consideration how to fit in 3,500 warm bodies (comprising just the official delegates alone). Comfort, accessibility, and proximity were a few of the major factors that won it for Subic over the other venues being studied prior to the launch of the Congress.

Its proximity to Manila, where most of the delegates and organizers will come from, would allow more people to attend.

Budget considerations also played a major role. Initially, the committee thought of getting an air-conditioned tent, but that would have cost more than initial estimates.

Fortunately, SBMA had some tricks up its sleeves. An existing structure once occupied by an IT manufacturer was ripe for an extreme makeover. And voila! There we have it, the Subic Bay Exhibition and Convention Center.

And a couple of weeks from now, what was once an artist’s sketch will be unveiled in its full brick-and-mortar glory. Solid!

No beeline, just online

Since its official launch a few months back, the 20th Philippine Advertising Congress has netted close to 2,000 registrants. And with still three months to go, the target enlistment of 3,000 participants isn’t just possible, it may even be surpassed.

The online registration formally opened on April 1st is still up and running. Early online registration is strongly encouraged (onsite registration will not be allowed) so organizers could better manage the flock. That means less stress, more order, and more focus for the things delegates really need to pay attention to.

500 slots will be allotted for students (better hurry, that number is dwindling by the day).

Register now, and you have the luxury of your Ad Congress IDs, pass, and kits at the Adboard Secretariat office delivered to you via courier.

Register as a group of 10, and you get a group discount of 10 percent.

Online registration is powered by Yehey. Log on to Log on the www.20thadcongresstheneworder.com. Fill out the online form and you will be prompted to choose payment either through bank or credit card. Once you confirm your registration, you are expected to make the payment in 5 days. Otherwise, well, we all know what happens when “Hudas not pay.”

Bank payments or bank transfers will require proof of registration where it contains the amount due and the registrant’s identification number. Once the payment is made, just fax the deposit slip and the registration form to the Adboard Secretariat office. Wait for the e-mail confirmation.

Registration fee covers the kits, handouts, meals, and shuttle services within the venue during the congress dates. Hotel accommodations and transportation from your point of origin going to Subic are not included in the fee.

Subic side trips

Like the curious monkeys hanging out by its jungle roads waiting for humans to pay them some attention (and some food while at it), the fun and adventure activities in Subic will hound you until you happily give in.

To while away the time after attending an engaging Congress session, participants of the 20th Philippine Advertising Congress will get all the chances in the world to enjoy the attractions and relax at the world-class beaches as their day either begins or ends.

Subic, once the site of the biggest US naval base in Asia, is in the midst of a frenzy of developments in the tourism and industrial sectors.

But why hurry when you’re in the midst of a tour within Subic’s rainforest? The JEST (not a joke, that means Jungle Environmental Survival Training) Forest Trail tour isn’t just veducational, it could save your life one day.

For the less intrepid (but maybe more glamorous), a rolling tour of the Subic Bay Freeport and some duty-free shopping may just make your day.

If you do intend to take a tour, Aeta guides will happily provide outdoor orientation on basic mountaineering, fire building, trap making, wildlife identification, and other wilderness survival techniques (Imagine them in an Algorithm march yelling “Ako ang gagawa! Ako ang gagawa!”).

There’s a lot more:

Hike the trails of Apaliin and wait patiently until sunset at Bamboo’s Bats and Flying Foxes venue. Before darkness sets in, you will see over 10,000 fruit bats take flight. And that sure beats any Batman movie. But do keep your mouths closed even as you stare up in amazement. You never know what these bats may “drop” in.

If you’re feeling a bit like an equestrian, take some horse-riding lessons at El Kabayo Equestrian Center.

Subic’s most popular peak takes you 394 meters above sea level and offers a spectacular view of the legendary Mount Natib and Subic Bay in the northwest.

Go fishing at the shoreline in selected fishing areas. Maybe after some yoga, fishing (preferably in an Indian squat position) is one of the most relaxing activities there is.

Redondo Beach gives you a vision of what an unspoiled beach could look like.

If you’re into animals, visit the Ocean Adventure and see for yourself how lovable dolphins and sea lions really are.

Drive along Subic’s low-lying forest to the mangroves, via boardwalk to the Triboa Bay Marine Park. This bay is home to a nursery and breeding site for clams, crustaceans and fish.

And what can even be more relaxing than watching the sun set at the Waterfront Boardwalk, where most of the visitors in the Freeport converge.

Congress food fight;
palate guards surrender

Food is food is food. Right? Wrong! In The New Order, each meal should be a unique experience … a variety of menu selections, themes and flavors.

It’s tough enough to feed 3,000 delegates, each of whom having his/her own preferences, let alone evaluating the menu proposals (that would, of course, meet set budgets) to ensure no food satiation from the first to the last day of the Congress. But the meal sub- committee was in double jeopardy. It also had to estimate such considerations as “How adventurous would the delegates be? Would they eat crickets? Frog’s legs? Sisig? Kilayen? Do we stick to grilled fish, grilled pork, grilled prawns, grilled this, grilled that?”

After marathon meetings with various caterers from Olongapo, Subic and Manila, the sub-committee, assisted by its SMBA counterparts, finally selected five official caterers for the 20th Philippine Advertising Congress. Three are “local” caterers – Cherry Blossoms, By the Sea, and Joyous; and two are “imported” from Manila -- Barbara’s and Via Mare.

And so, there’s your “Iron Chefs” of sorts. What’s the specialty? Now that’s the surprise. Suffice to say, the sub-committee will see to it that each meal experience will allow the delegates to savor different cuisines. Think Grilled Bacalao … Garlic prawns in bean curd sauce and celery stalk … Spicy beef caldereta … Fettucine au gratin … Potato apple salad … Hainanese chicken ... Ensaladang bagnet ... Crocquembouche (what a mouthful) ... Pavlova ...

Enough! Now move along now, Miss Lazy Susan.

All fired up about the AdCon

A quick glance at the tube and papers confirm it: the 20th Philippine Advertising Congress is nigh.

Ace/Saatchi & Saatchi, the agency which won this year’s creative pitch, has been airing all three of their AdCon commercials and bicycling them till November’s big event. The launch material, “Survivor”, presents the premise that people who’ve managed to last in unfamiliar territory do so with the help of experts. It dramatically culminates with a live appearance of an authentic Aeta tribesman; considered to be the Philippines’ first inhabitants and the real kings of the Subic jungle. The other two TVCs, “First Aid” and “Algorithm” basically stay true to the same theme.

Creative director Raoul Floresca and his team originally planned to launch their campaign in three phases. “First phase was supposed to introduce Subic Bay as the venue,” states Raoul. “Second phase was to present the AdCon’s New Order theme. The third was to highlight the Araw Awards. That was the plan. But eventually, what we ended up was combining elements from each.”

The team also sent posters to agencies reminding them that the biggest biennial event in Philippine advertising is upon them. Featuring an Aeta tribesman creating fire in the jungle using an actual Araw trophy via that ol’ magnifying glass technique, its headline reads: “Kaya mo ba ang init ng araw?” (“Can you handle the heat of the sun?” A play on words, as Araw means Sun in Pilipino.)

“Oh, that’s Kapitan Boni,” Raoul offers. “He’s a genuine tribal chief and not some actor we cast. The man’s the real deal. He’s the head of their ecology center and works with several non-government organizations. Basically, anything to do with Subic’s environment, he’s involved. And whenever there’s a big event like our Ad Congress production, he’s the one that the Subic Bay Metropolitan Authority actually taps. Great guy!”

Saatchi’s print ad series of “Trees”, “Bamboo” and “Forest” have also hit the dailies. In keeping with the TVCs, the materials likewise harp on the finding the right tools to survive in the wild. “There were also some more great ideas that we came up with,” adds Raoul, “like direct mailing kits using the tribesmen as the main draw. But since everything could now be done online, it didn’t seem justified anymore.”

Speaking of the Internet, the website www.arawawards.com was co-designed by Floresca and associate creative director Chin Pangan and was originally intended to house just the forms and rules for download. “We partnered with Yehey! since web design is really more of their area,” Raoul explains. “They were in charge of the website encoding and developed the program. We met up with them and gave them the images which we shot along with the TV production. Considering that we had a little over a week to finish everything, the site’s not bad at all.”

Then the Saatchi team took it a step further. Now, for the first time, agencies can fill up all their entry forms online a la Cannes. No need to fill up the hard copies individually.
Hallelujah!

The hunt is on(line) for the 2007 Araw Awards

Is your ad worthy of its place in the sun, or are you just fruitlessly daydreaming, making ‘suntok sa buwan’? Oh, but daydreams can, and do, come true! Just shoot it, print it, write it—generally advertise it—and the accolades will come.

But dreamers have to act to make things happen. So, for the ad makers, the Araw Awards during the concluding ceremonies of the 20th Advertising Congress in November in Subic may just be their ticket to advertising stardom.

And for this year’s Araw Awards, the organizing committee has made it much easier for participants to join. Thanks to the website www.arawawards.com co-designed by Ace/Saatchi & Saatchi creative director Raoul Floresca and associate creative director Chin Pangan in partnership with Yehey!, agencies can fill up all their entry forms online a la Cannes. No need to fill up the hard copies individually. Hallelujah!

Also, other parties won’t see what ads or how many campaigns are submitted, as only one person can submit entries in behalf of their agency. The said individual must log-on before he or she can view their agency’s master list. Sweet and simple.

Also easing the process is the presence of a built-in tally to ensure that one remains on good terms with their bean counters. One can submit all the entries they want and the website simply computes the total entry fee for them. Then, if budget disallows, it’s just a matter of deciding which submissions to prune off. So one knows exactly how much it’ll cost before dropping off the real-world entries at the AdBoard office.

All things said and done, Raoul only has one major lament about their campaign. “Unfortunately, due to new rulings, the host agency cannot enter their campaign into the Araw Awards. But if we could, we would have.” The Araw Awards is considered the most prestigious and most-awaited advertising awards. Spread over two years, hundreds of ads, from print to radio to television, are entered in the Araw Awards.

The Ad Congress heads of the creative competition are co-chairs Merlee Jayme of DM9 JaymeSyfu and Raoul Panes of Leo Burnett..

Judges will be from leading creatives of local ad agencies. Foreign judges have also been invited to screen the Philippine ads and determine which ads will make it to the finalist round and eventually win the Araw Awards trophy.

Luminaries such as Linda Locke of Godmother Consulting Inc, Graham Kelly of TBWA\Tequila Singapore, and Tay Guan Hin of JWT Asia have confirmed to be part of the Ad Congress Araw Awards judging.

The main categories for entries are: Film/Campaign; Print/Outdoor, Ambient & POP; Radio; Direct/Design Interactive.

Awards to be given are Gold, Silver, Bronze and Best of Medium. Ads that make it as finalists also get points. Special awards at the Araw are: The Araw Advertiser Award, Araw Agency Award, and the Araw Production House Award. These are awards given to the advertiser, the agency and the production house, respectively, that garner the highest score.

So, move it! Click it! The final deadline for submission of entries for the Araw Awards is on September 21 at 6 p.m.