Philippine Association of National Advertisers Foundation (PANAF) Just another WordPress site Thu, 15 Nov 2018 02:45:40 +0000 en-US hourly 1 Social Media at the Heart of 17th PANAnaw Students’ Competition on IMC Wed, 26 Apr 2017 07:15:49 +0000 Ian Salita 17th-pananaw-awards-winnersDigital is just so prevalent today; it’s a seamless sync with almost all details of daily life.  With digital technology come a number of privileges that previous generations were bereft of.  Today’s youth have at their fingertips access to massive technologies that bring with it much delight—and with some despair, of course.  It’s the proverbial right versus wrong.  In this case, it might as well be rights versus responsibilities

The Philippine Association of National Advertisers (PANA) holds the annual PANAnaw Student Competition on IMC.  This is the 17th PANAnaw, and like its predecessors, each year puts forth a case study that stands on socio-cultural stories.  Students from universities and colleges vie for a finalist berth every year, bringing with them months of earnest hard work for the opportunity of presenting to the best marketing and creative communication practitioners in the country.

PANAnaw’s theme this year is Responsible Use of Social Media.  Remember the digital context at the intro?   You see, The Philippines is one of the biggest consumers of social media. Compared to citizens of other countries, we Filipinos spend the most time on social media—that’s an average of 3.7 hours a day.  That’s almost equal the amount of time spent stuck on bumper-to-bumper traffic.

Social media is fantastic!  It builds connections, creates awareness on all sides of the debate. But, how exactly do we use it?   Is it as a right of free expression, come what may? Or, do we have a sense of responsibility of every click?

The 17th PANAnaw seeks to extract the best campaign in support of behavior change over the improper use of social media.  One that encourages users to be more careful and discerning about social media use, and the habits we have as users.  Moreover, the campaign drives consciousness among Filipinos to be responsible, and further harness the power of social media as an instrument of positive change.

Competition was extremely stiff this year with only five (5) schools making the finals. These five finalists are all winners, regardless of place, having rightfully earned a stage spot. Emerging tough, coming from 31 entries from 29 schools, and only 10 shortlisted, they are all champions.

Speaking on behalf of his students, Professor Gregorio T. Borja III proudly narrated how his San Beda team bagged the 4th Runner-up spot.   “It took us over two months.  It has been quite a journey for us.  We learned a lot from the case.  It’s always a good experience when you do advocacies.  We did our own research.  Our students did our own surveys on the target audiences, and then returned to the board to just see everything, and get that meat—that insight that propelled us to create the ‘Rock On’ campaign.

“We’re thankful that PANAnaw Awards recognized us.   The school has constantly been entered in the finals, so we’re thankful for that,” Borja added.

Lifting the 3rd Runner-up trophy was De La Salle-Dasmariñas, whose team was led by Rhodel Marlon Realica.  “We spent more than 3 months preparing for the campaign. We juggled through different concepts, and different big ideas, recounted Realica.  “Our original idea was Add Heart project, but we figured that the word pusuan is something more millennials can relate to.  It’s timely, and represents the heart across the platforms.  The word movement for us is also very strong.  We want people to advocate being responsible social media users,” he added.

Said Realica, “There was also, the power of the finger because we hold smartphones, and digital devices.  It shows how digital we are.  But what we chose is very Filipino, very millennial, and very timely, and that worked very well for us. We’re very proud to have come this far.  Thank you to PANA!”

Consistently a finalist, Miriam College beamed with as 2nd Runner-up.  With CTRL.SHIFT.DEL, Bianca Pabotoy also shared how the team’s journey started from August, before the deadline, and the team was still cramming. “We made it, and we’re here.  We’ve been practicing every single day since then.  We barely had any sleep just to deliver this campaign.  We really believe in it, and society needs it this now,” said the Team Leader.   Against equally good competition, Pabotoy said, “Compared to the others, ours is the only strategy focused on how people access the post, how it is created, and how that leads to what is being posted—not just what is being posted.”

Polytechnic University of the Philippines was victorious as 1st Runner-up with Best Mode On.   Teary-eyed and happy, Charlie James Rose, PUP Team Leader ran down how this team made it to the finals.  “We had so many sacrifices, lots of overnights.  We event went through agencies to clean the campaign, and make the revisions.  We went to two revisions to come up with this campaign.  Worth the wait and effort of the team.  We’re on cloud nine,” said Rose.

After an amazing three-peat run, UP Diliman still made it to the finals the last few years, but first place eluded them of late.  This year however, the tide turned for Unibersidad ng Pilipinas, pocketing the Champion spot with ‘Kada-Like, Kada-Share, KadA-chieve!’

“The trophy is finally back home,” said a jubilant Rianne Geronimo.   “In the past years, we strayed away from our core competency that is knowing what we’re doing, what our strategy is, and tying everything back. This year, the issue is close to our hearts as well.  There were a lot of things happening in social media, we as scholars ng bayan didn’t agree with,” Geronimo added.

Her teammate Marco Del Valle shared, “Lots of Insights, we ditched.  We’ve lost count with four months worth of insights.  We’ve learned to go by what we know of our consumers.  We need to do something that means a lot to them.  What we’ve also learned is how to work as a team.  This group has really become a barkada.”

“We wanted to do it right this time.  What is inside (with hand over her heart) that we applied in our campaign would actually affect us as well.  That is what happened, and God heard, and we offer this to every Filipino citizen who has helped subsidize our tuition,” said Geronimo.

For Bobby Simborio, his first PANAnaw Competition as the new Executive Director of PANA is momentous.  “It’s exciting.  Ibang klase talaga if millennials,” Simborio gushed.  “It’s nice to bond with these students in this continuous learning.  We learn from them, they learn from us.  I am impressed by how these young people interpreted the theme with their presentations and how they answered the questions. The questions are tough, I would have sunk where I stood if I had been in their place.”

Chief Marketing Officer of GMA Network Inc. Lizelle Maralag thanked the students and schools that entered.  “Coming from a media standpoint, I’m very proud of all of you.   Advise for the future is to focus on the strategy, that’s one of the things that we look for. Don’t concern yourself with smoke and mirror. It’s about substance more than anything else.  It’s not about a laundry list of all touchpoints. Get your big idea gets translated into your choice of media platforms.”

Blen Fernando, PANA Foundation Chair, and Vice-president for Marketing of Alaska Milk Corporation advised the young students,  “As a marketing practitioner, you have to be always focused.  The focus must be on the strategy.  It’s not quantity, but quality.  A few big bold choices will be better to execute in the long run.  Think which of these things are actually implementable.  Look at content and substance.   Substance versus form, focus versus many things.”

“May all of you be future marketing practitioners of the industry,” Fernando encouraged the youth.

Gigi Tibi, RadManila Chief Executive Officer, and PANAnaw Chair, expressed how seeing the PANAnaw competition, and how it’s about education and values.  “Since 1999, the leaders of the marketing and advertising industry via PANA and PANA Foundation have been doing its share in helping instill values among the future leaders of this country.  We are happy to see each one of you here, students and teachers because we see you not as contestants to a competition but potential advocates of the responsible use of social media,” said Tibi.

“We over emphasize intelligence at the expense of values.  These two should go hand-in-hand.  No matter how intelligent you are, without values, it will not be intact.  It is my hope that via PANAnaw today, we have influenced your thinking about the importance of the theme.  I encourage you to allow what you have learned to go from your mind to your heart so that you will not just talk about it but, more importantly, live it and Influence others to do the same.  Let not our theme remain just a mental concept that we will conveniently forget after today. Please allow the energy we have created here to ripple out and positively affect our country.”

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2016 PANAF Youth Congress – Success Redefined! Mon, 25 Jul 2016 03:19:11 +0000 Ian Salita panaf-rev-fa-pdi-10-04-16-lowThe Philippine Association of National Advertisers Foundation is once again ready to soar to greater heights as they present the 7th Youth Congress on November 18, 2016 at The Elements Centris, Diliman, Quezon City.

This year’s theme is Success Redefined! How do you define and measure success? The most common answer to this question almost always ends up to having all the material things in the world, achieving the ever coveted role, title and position.  But success can mean different to each person.  The dictionary defines success as the accomplishment of an aim or purpose.  Thus, the 7th PANAF Youth congress will explore the many faces of success coming from a roster of achievers as resource speakers, sharing insights from their own success stories in spiritual, sports, social enterprise, financial management, technology, digital, tourism and environment.

The speakers will tackle topics that will encourage the youth to overcome limitations, inspire them to have a vision that goes beyond what is easy and convenient, motivate them to dream big not just for themselves but for the community that they will serve. More importantly, speakers will inspire the youth to pursue greatness in all its forms, open their eyes to the various possibilities that await them and awaken the dreams that will help them develop their fullest potential.

The PANAF Youth Congress is an educational event endorsed by the Commission on Higher Education. It is organized in partnership with the Philippine Association of National Advertisers, the Ad Foundation, The Philippine Star, Philippine Daily Inquirer, LBC Express, McDonald’s Philippines and GMA Network. Visit and for updates.

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16th PANAF Students’ Competition It’s All About Voting Wisely Mon, 22 Feb 2016 09:59:48 +0000 Ian Salita ust-grand-winnerEvery year, the foundation arm of the Philippine Association of National Advertisers (PANA) holds its annual students’ competition on IMC. The PANAnaw is on its 16th staging, and PANAF always initiates and coordinates with the government to implement what ideas are culled from the IMC Students’ Competition.

This year’s topic is timely, as the elections is on the national agenda in 2016. The PANAF sees it necessary to blast the message to today’s youth, choosing it as this year’s theme.

“The Foundation always brings to mind philanthropy, and giving away money, but not PANAF. We’re here to address the general public, we’re in the communications business, and we have a message to send to the public,” said Raul Alvarez, 2015 PANAF Chair, and Consultant for Consumer Business at PLDT & Smart Communications.

Alvarez added, “Philippine politics changes every week! I hope that, in spite of your youth, you are cognizant of what’s happening in this country. You will inherit this country, so you should be concerned. Youth ought to be a catalyst in this country.”

Top colleges vie for a spot in this clash of titans of sorts. Out of 33 submissions, only 7 are chosen to go onstage as finalists. Commendable achievements from University of the Philippines-Mindanao, San Beda College, and De La Salle University-Dasmariñas, are three institutions that made the grade.

Pamantasan ng Lungsod ng Maynila, last year’s freshie, notched up and landed at 2nd place, and while it took University of Sto. Tomas 12 years to get back into the ballgame in 2015—the country’s pioneer university hooked, and bagged, top prize this year.

Consistent finalist, and 4-peat winner University of the Philippines-Diliman again made it to the finals, landing 4th runner up. Last year’s winner Ateneo de Manila University was 5th runner up.

All finalists were judged based on strategy (30%), IMC application (25%), and creativity, marketing metrics, and content and presentation (15% each).

This year’s jury included PANA officers and industry experts: Blen Fernando, PANA President and Vice-President for Marketing of Alaska Milk Corp; Jos Ortega, Chairman and CEO of Havas Media Ortega; Lizelle Maralag, President & COO of GMA Marketing and Productions; Gladys Basinillo, CEO of Carat Philippines, Luis Velasco III, AVP and Marketing Head at Jollibee Foods Corp; Jia Salindong-Du, Country Marketing Manage, Procter & Gamble; and Raoul Panes, Chief Creative Officer of Leo Burnett Manila.

In presenting their “Alab ng Puso” campaign, UST students dressed in the national flag’s yellow, blue, red and white, and presented a campaign targeting millennials. Said Maralag of the campaign, “I like the way you use the creative design of the spark,” but added, “Millennials are multi-taskers, yet your campaign is linear.” Basinillo also asked about the multi-dimensional campaign, echoed by Panes, with, “’Alab Ng Puso’ is a good handle, but the executions became hodge-podge.”

Ortega also called “Alab ng Puso” a strong campaign, but urged UST to single out one choice. Added Fernando, “It is passionate, has emotions, but the less objectives you have, the better.”

UST presenters stressed, “Millennials like a sense of belonging, but they have a short attention span, so there is a need to give them lots of activities. They have a positive outlook.” Of the win, UST’s Jhanica Cortez expressed surprise, “But at the same time, we were really confident, so we really wanted this. We didn’t expect it, because last year we were 5th place. I can say we’re getting better every year.”

“I am amazed by the creativity, the passion, and the drive of all the student participants. And, you are all welcome to apply at the Kapuso network,” said Maralag.

Gigi Tibi, PANAnaw Chairman and CEO of RadManila, said, “For us adults, or students like you, we endeavor to see changes we want, and elections promises again to deliver these changes. The truth is, we can never truly expect changes. Change has to start in our heart.

“Every year, PANA and PANAF promote not just excellence among students, but help instill values in future leaders of the industry. Our hope, together, is to make the changes from our industry, to the country and world. PANA and PANAF give countless executive hours pro bono to raise excellent, decent practitioners, with hearts in the right place.”

by: Aye Ubaldo

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PANAF YOUTH CONGRESS – Wholistic, Exponential, and Real, Me Mon, 22 Feb 2016 09:44:17 +0000 Ian Salita lean-legarda-leviste-keynoteThe 6th PANAF IMC Youth Congress focused on preparing oneself before going out to the real world. With the theme “Wholistic Me,” the forum provided tools and tips—from dressing to financial education—that would hopefully arm the youth in their future endeavors.

Keynote speaker Leandro Legarda Leviste is only in his early 20s and already promoting social entrepreneurship. He founded Solar Philippines that aims to provide low-cost solar power or energy to the marginalized sector of society. He urged the youth to tread roads less traveled, “because one should push ideas in ‘unsexy’ industries.” Leviste was a consistent honor student and overachiever from grade school to college at Yale University. He was also a champion debater. But, he said, “In chasing trophies, you are not creating values.” Leviste encouraged the participants to not be afraid to innovate, or “not accept dogma as fact.” In his speech, he wanted the youth to discover their own strengths and maximize them to their full potential. “We are living in the most exciting times in human history,” he said. “The rate of innovation is not linear but exponential.”

Celebrity stylist Liz Uy’s talk revolved around beauty inside and out. She stressed the need to always feel good, because it would reflect on the outside. It is important to have your own style, she urged, and acknowledged that the youth are still in search of that style. She said they still had all the time in the world to try new and different things. But when they step out of their comfort zones and face real-life problems, they must be able to handle themselves well. “Being put together adds up to your self-confidence,” she said. “Your personal branding is your way of presenting yourself to the world.”

Dr. Michael Pineda, a physician by profession and also an organizational speaker, advised students to not be afraid of changes. He began with an explanation of understanding one’s emotions, and went on to guide the participants on change, and the reason it’s necessary in life. “If you don’t know what you need to change, nothing will change,” Pineda said. “Change feels awkward (at first), but keep trying.”

Pastor and radio personality Jojo Baldo stressed the importance of integrity, reciting several Bible verses and sharing anecdotes to make his point.

Life coach and popular psychologist Randy Dellosa gave tips on taking care of oneself. The tips were simple, and served as reminders from mothers, but at the end of his talk he emphasized the need for youths to ask for help if they feel the signs of depression. “It is brave to seek help when you need it,” he said.

Rose Fres Fausto is a newspaper columnist, and a one-time investment manager. She talked about one of the most important aspects of work, the financial education quotient (FQ). Fausto told the participants the importance of starting their financial education early. Investing has been a subject many think is “for adults only,” but then she shares her own children’s early investments, proving there is no age requirement when it comes to managing finances.

According to Nonong Noriega, “It’s almost revolutionary when they talk about the things you need to get you through life. We talk about IQ, EQ,  and technical skills. But what about other qualities, like inter-personal, and leadership qualities?”  Noriega, who is the Division Head of Employee Development at PLDT, espouses deep retrospection of one’s self in order to achieve a positive presence.

Driving the importance of interpersonal strength, Noriega’s background—in a traditional telco entering the digital race–is crucial. He asks questions on the effects of technology on people, and their outputs. “What is technology doing to us?  And, who are we selling our brains to?,” he asked.

Ask yourself, “In your school, or community, are you a positive presence?”

Certified EQ Executive Coach, Founder and Chief Emotions Officer of JP Center for Creative Learning and Leadership Development, Jesulito Cornejo shared that, “IQ growth stops at age 17, therefore, you have to work on your EQ.”

The byword nowadays, the millennial phenomenon was in the thick of Cornejo’s talk. An image of a generation entering the workforce, “Millennials lack interpersonal skills, and have difficulty handling change,” he shared.

And just like the recurring theme, “Inner self starts with knowing who you are,” stressed Cornejo.

Once an aspiring priest, Atty. Noel del Prado capped the afternoon’s talks. Sharing with Noriega a humble family life in their youth, Del Prado narrated successful stories of changing lives working for the Department of Social Welfare and Development (DSWD).  He has since devoted his life to volunteerism. “You are not the sum of your Facebook posts, or Tweets or Instagram pics,” said Del Prado.

Transferring trades from social work to public information, he was soon writing for the Secretary of Justice, whose ideals did not match his. He knew he needed a new voice, and even wider skills. “Between my boss, and me as a ghostwriter, who would the people listen to? For my words to mean something, I had to make my life meaningful.  That’s why I decided to become a lawyer.”  

By Aye Ubaldo 

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Get Ready to Dig Deep at the 6th PANAF IMC Youth Congress Thu, 20 Aug 2015 07:57:30 +0000 Ian Salita poster-8-19-lowresThe quest to understand today’s youth has formed for them the image of a tech savvy, adaptable generation that fearlessly exploits modern media to voice out opinions, beliefs and ideals. One of the truest observations, from Havas Media Ortega’s dialogue with millennials, is that young people today portray different versions of themselves depending on the medium they are using.

On November 27, 2015, the 6th  PANAF IMC Youth Congress will explore the “Wholistic Me” with industry professionals in a three-part reflection of young life beginning with the self, followed by self-assessment, and finally, the social self.

“Wholistic” refers to the consideration of the mind, body and spirit within the whole person. A young person may present a hundred different versions of the self, but what matters is the foundation upon which the whole self, expressed in different versions, is built.

Speakers will share personal experiences and lessons learned from youth. They will talk about what it means to be young in this day and age. More importantly, they will raise hard questions about what young people make of their youth, for the world is at their fingertips – how will they rule when the time comes?

The first part will look at developing the physical, emotional, spiritual and intellectual self to form a harmonious whole. The second part, self-assessment, will discuss relationship building. The third, self-to-others or social self, will talk about inter-personal communication, the community and leadership in influencing positive change.

It’s time to unplug, even just for a day, at the 6th  PANAF IMC Youth Congress and focus on just one person – the whole, true self.

The PANAF IMC Youth Congress is an educational event endorsed by the Commission on Higher Education. Visit and for updates.

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Saving Lives and Property Through the PANAnaw ~ 15th PANAF Students’ Competition Focuses on Disaster Preparedness Wed, 10 Dec 2014 07:44:11 +0000 Ian Salita by Aye P Ubaldo


dsc_0577November is the month that the PANAF, the Foundation arm of the Philippine Association of National Advertisers (PANA), holds its annual Students’ Competition on IMC.  The PANAnaw, as it is called, is doing only too well, and is such welcome news to its hardworking organizers.

The PANAF’s theme this year of Disaster Preparedness brought out the best quality communications briefs, strategies and executions from the top universities in the country.   Out of a record-breaking 39 entries, a 50 percent increase from 2014, this year’s seven finalists included a few fresh faces in Pamantasan ng Lungsod ng Manila, and University of St. La Salle-Bacolod.  Returning after 12 years as a finalist was University of Sto. Tomas.

Regularly on the roster, University of the Philippines-Diliman again made it to the finals, along with Ateneo de Manila, Assumption College, Far Eastern University-Makati, and University of St. La Salle-Bacolod.

The country’s veteran and respected industry experts included Blen Fernando, PANA president and Vice-president for Marketing, Alaska Milk Corporation; Jos Ortega, Chairman and CEO of Havas Media Ortega; Lizelle Maralag, Chairman and CEO of GMA Marketing and Productions; Kent Mariano, Marketing Manager of Jollibee Foods Corporation; Onel Querijero, Trading Director of Starcom Mediavest Group; Raymund Sison, Associate Creative Director of Publicis JimenezBasic; and Thomas Orbos, Deputy General Manager of the Metropolitan Manila Development Authority (MMDA).

Ateneo de Manila bested the lot with their campaign.  Of Ateneo’s ­­OA: On Alert marketing strategy that included partnering with nation-wide TV shows, info dissemination via SMs and social media, Mariano commented, “You did justice to the campaign.  Your proposition is very unique and clear, and key communication materials also very clear that brought the key message to light.”

Maralag said, “Yours is the first presentation to use humor, and I commend your team for that.  It’s very refreshing.  The substance was not lost in your presentation.”  Orbos added, “I like the OA campaign, and I hope you have a sustaining program to that.  I commend you for the insight.”

Ateneo is reaping the rewards of continuously leveling up.  According to Gillian Pua, a B.S. Management student of Ateneo de Manila, “It took the team a lot of research, and many long nights peering into the target market.  The guidance of the mentors steered us into the direction that would hit the spot, and that would stand out against the other competitors.”

Pua added, “We are super proud to represent Ateneo and to give them the glory right back.  Thank you to the judges for the chance to raise the Ateneo name.”

Told that the MMDA wanted to discuss the possible implementation of their campaigns, Pua replied, “That feels very ‘pressuring’ knowing that we can activate this for the government, but at the same time it is fulfilling to give back to the community.  Ateneo instills that in us, and to be able to do that is the best of both worlds.”

A consistent finalist, Assumption College pocketed the 1st runner up medals with their catchy, and music video-driven campaign meant to rid Pinoys of the ‘bahala na’ (come what may) attitude.   Delubyo’y huwag bastang abangan, ito’y dapat paghandaan impressed the judges.

Assumption’s exuberant Ava Beatrice Bernabe shared, “Our school is very happy to be back in the finals.  After more than 3 months preparing for the finals, and with the usual difficulty in being in a group, so we didn’t expect all the positive comments from the judges.  We were really very nervous!”

“This is girl power at its best.  Targeting is very purposive, and justifies the mix of the platforms.  I commend the team on that,” said Maralag, adding, “Can I adopt you?”

Fernando added, “The first impression, those first 5 seconds is very important.  You had me in the first 5 seconds when you calmly came on stage.”

Rounding up the top 3, Pamantasan ng Lungsod ng Manila came out the big winner, this having been their first time to enter the competition.  Kilos Pilipinas! was impressive, eliciting positive remarks from judges Sison, Mariano and Maralag.  Said Querijero, “I like that you used the family.  That hits a spot.”   Maralag seconded with, “In terms of presentation of media strategy and use of media, yours had good rationale.”

For Marie Glydel Lumauan, a Mass Communications student, joining the competition was a very good experience.  “We sacrificed a lot, but everything paid off in the end.  We spent July to September just brainstorming on the idea.”

School Adviser Mark Gutierrez, shared, “I’m from the industry, and it feels good because the reason that I teach in my school is because I could teach students more on how we do it in the industry.  It’s an amazing feeling that they won, they’re great students, and nice to be a part of their win.”

Added Lumauan, “It’s wild for us.  Top 7 was great, top 3 is overwhelming!  We will join again, and we have the top prize as our goal!”

University of Sto. Tomas proudly took home their 4th runner up medals for Disaster, Risk, Awareness, Management, and Action (DRAMA) teleserye campaign to transmit the message of disaster preparedness.  Speaking after the win, Byron Co, Nadine Layon and Christine Gamboa said, “Thanks for putting us in the finals after 12 years. We’re happy even if we aren’t in the top 3.  It took us six months of preparation for the planning, the shoot, and our script.  We went to communities to get hands-on experience for the insights.  We needed an immersion to get the big idea.”

University of the Philippines-Diliman was 3rd runner up with Tatak Tumpak!, while Far Eastern University-Makati got 5th runner up for Bayan e-Handa.

FEU-Makati got the judges nodding with its insight:  There are more cellphones now than people in the Philippines.  Said Ortega, “I like that you are brave enough to focus on an app.”   Sison added, “It’s a fresh take on disaster-preparedness.  I also like your geo-farming strategy.”

First time in the finals, University of St. La Salle-Bacolod rounded up this year’s best entries as 6th runner up with SagipEveryJuan.  For Nathaniel Abogada of St. La Salle, getting in this year’s finals is enough to try again. “It was overwhelming to learn that we reached the finals.  We didn’t expect it.  Now we are encouraged to join again, and looking forward to getting a better result.”


Reviewing the event, Fernando said, “Every year, the kids keep getting better.  This year, they finally realized that substance is more important than the frills. PANAF is very happy that we can contribute in bringing a higher level of marketing excellence through these children.  There’s a generational difference.  Next year will be even better.

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The 5th PANAF IMC Youth Congress – Learning a Better Way to Go Digital Wed, 10 Dec 2014 07:23:07 +0000 Ian Salita jay_4599Digital natives, the youth of today who were born into the realities of digital technologies, don’t know any other way to live without a life anchored in digital. It is in this space where young people want to learn to be better and more responsible.

The PANAF IMC Youth Congress, the PANA Foundation’s yearly learning event for students interested in integrated marketing communications, explores the digital persona with the theme “Digital Me” on its fifth year.

Keynote speaker Bianca Gonzalez opens the congress with her insights on “How to be a Better Me in the Digital World”. Writer, TV host and all-around supporter of good causes, Bianca uses social media savvy to promote various advocacies like education and children’s rights.

She has almost four million followers on Twitter and more than half a million followers on Instagram.

“I’m on Facebook, Twitter and Instagram,” she says.

“With how things work today, you have to be on at least one platform in social media. In the course of my using social media, I got more followers and more bashers. Social media is very powerful. It has the power to inspire. Social media, a single photo, or a single tweet, or a single status can make or break people.”

Even @iamsuperbianca sometimes makes mistakes. No matter how well meaning, there are circumstances when how or what a person posts online causes backlash, so Bianca draws on her own experiences to share these 10 tips on using social media:

  1. Don’t post just for the sake of posting or para may masabi lang
  2. Follow the accounts relevant to you
  3. Spell correctly and edit yourself
  4. Avoid posting when your emotions are high
  5. Always give due credit
  6. In everything, dapat sapat lang – no hourly selfies, please
  7. Engage in conversations
  8. Post mo, panindigan mo
  9. Likes, follows, retweets – know that these do not validate you as a person – hindi siya reflection ng kabutihan mo bilang isang tao
  10. A better you in the real world is effortlessly a better you in the digital world

The focus of this year’s youth congress was not only on social media, but also on the opportunities that could fulfill dreams and make a difference in working the digital space.

Channeling the power of digital for a cause

jay_4834What does it take to change the world? Merlee Jaymee, “chairmom” and chief creative officer of DM9 JaymeSyfu believes it takes the mind and the heart together.

“Doing ads is the most fun thing in life,” she says in her talk, “Creativity with a Purpose”.

“As a creative I enjoy it a lot. It’s not easy, but I enjoy it a lot. But I think growing older in this industry, I want to do something more. We have to find solutions – not just to brand problems, but to the world problems.”

Advertising agency FCB in Brazil brought together young Brazilians learning to speak English with elderly Americans living in retirement homes in Chicago, USA, Merlee relates. In the “Speaking Exchange” project, students from CNA Language Schools connected with the seniors via web chat.

The result went beyond learning English from native speakers. Real friendships were formed between the young people and the elderly who particularly enjoyed forming new relationships abroad from the comfort of their retirement homes.

In the Netherlands, a children’s charity organization cracked down on child predators by using a computer generated Filipina girl in video chat rooms to track offenders who contacted her. The campaign, dubbed “Hello, Sweetie”, shed light on the disturbing webcam sex tourism phenomenon threatening underprivileged young girls.

Ging Reyes, head of ABS-CBN’s news and current affairs division, shares how citizen journalists are contributing to news reporting through Bayan Mo iPatrol Mo (BMPM).

Now with more than one million Bayan Patrollers using their personal gadgets and initiative, BMPM has become instrumental in informing the nation about news and issues from all over the Philippines.

“BMPM emerged as a movement of citizens’ concern for their communities actively seeking change and pushing for government action,” Ging says.

“A lot of young people are eager to give reports, to take part in the newsgathering and in the giving of story ideas to our newsroom. BMPM has developed into a platform for responsible social media use and ethical practice of citizen journalism.”

The real world matters

jay_4690From Jugs Jugueta (Itchyworms vocalist) and Teddy Corpuz (Rocksteddy vocalist) assuring the youth congress that it’s okay to fail when taking a risk at doing something you love rather then not putting in the effort at all, to R&B star Jay R’s insistence that practice is part of the recipe for success, we realize that the “digital me” and the “real me” needs to become one person that strives to be a better me.

“Practice, practice, practice – practice your craft,” Jay R says.

“I worked with whoever I could. Kahit hindi ko gusto yun kanta, i-re-record ko, because I’m practicing, I’m helping other people as well, and it’s PR. Not only in the music industry, but in any industry, PR is very important because you build friendships and you create your own network.”

Jay R’s hard work and willingness to build relationships enabled him to put together his first album all for free when he was just starting out in the business.

“It’s really about how much you want your dreams to happen,” he says.

“If you really want to do something you’re going to find a way to get it. And don’t forget, the most important thing is to work hard and work honest.”

Len Pozon, vice president of marketing services and communications of Pioneer Life, is a digital immigrant with 20 years of experience in the insurance industry.

She says that in 1998 when Google was born, digital natives were still learning how to walk while digital immigrants needed learn how to use the Internet.

Yet no matter how the world has embraced digital, there would always be three things she looks for in a person: competency, which is the ability to make things happen; character, which is making things happen with integrity; and chemistry, which is making things happen with integrity and with the help of others.

“Do what is right even when no one is watching,” Len asserts.

Digital has become so necessary to the workings of the world and industries that there is no going back. But digital is not merely technology and know-how. It is how people use digital, more importantly how the youth in today’s digital world uses digital, that gives it power.

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14th PANAnaw Goes for Wellness, and UP Diliman Wins a Fourth Tue, 04 Feb 2014 02:30:25 +0000 panaf_admin dsc_8332The PANAnaw welcomed two new schools to this year’s roster of finalists, making history in 2014.   The regulars, namely the University of the Philippines-Diliman, and their southern counterpart, UP Visayas, joined by Asia Pacific Colleges and the Polytechnic University of the Philippines, and the Ateneo de Manila were present, surely.  This year, though, two more teams made the finalists roster as San Beda College and UP Manila made the cut to shake things up and add to the excitement.  The seven finalists were sieved through 26 school teams nationwide.

This year’s theme on Total Wellness, Total Well-Being of the Youth had an excellent batch of teams brandishing their marketing and media campaigns for scrutiny by an equally discerning group of judges.

The country’s veteran and respected industry experts included Blen Fernando, PANA president and Vice-president for Marketing, Alaska Milk Corporation; Clint Navales–Country Head of Communications, Procter & Gamble Distribution Philippines; Eugene Demata, Executive Creative Director, Di9it/DM9 Interactive; Hermie De Leon, CEO, MPG Philippines-Havas Media Ortega; Robert Labayen-Head of Creative Communications Management, ABS-CBN; and Dr. Epifania Simbul, Medical Center Chief, National Children’s Hospital.  Dr. Simbul represented the Department of Health.

Gigi Tibi–CEO, RadManila Communications, served as PANAnaw Awards 2013 Committee Head.  “PANAF conducts the PANAnaw as a vital project for the industry to strengthen its link with the academe to produce industry-ready graduates,” said Tibi.  “Total Wellness, Total Well-Being of the Youth is a relevant theme in the country today,” she added.

Under pressure to come out on top, the University of the Philippines Diliman yet again prevailed bringing home the bacon, pun intended, for the fourth consecutive year with Hataw Hero.

Clinging onto her teammates for dear life as the announcement was made, a teary-eyed BS Business Management student Julia Herrera-Lim shared, “(Winning) feels pretty amazing because a lot was expected from us.  After 2 to 3 months of preparation, we were super excited to have all of it come to life flawlessly.  We pulled it off and won it for our school.”

What a performance from the university, with the school counting on the team for a fourth trophy.  But, the pressure obviously worked for the team.

Added, Joaquin Narciso, “We had a million and one insights, months of preparation, and we disagreed so many times. It was hard, but worth it.”

Leveling up as 1st runner-up, was Asia Pacific College, also a finalist in 2012.  Team leader Rois Rodriguez celebrated his birthday onstage wowing the judges with his team’s Basta Active, Positivecampaign.  According to Rodriguez, “This is a big moment for all of us, as we worked so hard as a team. Our win is a combination of passion, hard work and dedication.  This is so meaningful for us to bring up our school’s name.”

Judges felt that Basta Active, Positive clearly had creative materials that were good enough to launch right away.  Said senior Multimedia Arts student AJ Borcelis, “I feel thankful for the comment, but I couldn’t have done it without the others.  The whole concept is from the group.”

From Loyola Heights, Ateneo de Manila landed in the top three with their campaign Time Out.  From team leader Nico Reyes, a Management Engineering student, “We feel great because of the months of work, and so much time spent on practicing.  It was nice for us to see what the other teams came up with.  It was a breath of fresh air looking at how the other teams attacked the problem.”

Teammate Katrina Gao, taking up Legal Management, shared, “We learned that sometimes you have to attack things simply, and to make a match out of fun and professional.”

Polytechnic University of the Philippines placed 3rd runner-up, followed by the two newcomers San Beda College and UP Manila at 4th and 5th runners-up, respectively.   UP Visayas rounded up the seven finalists with its Make Obesity Matter (MOM), targeting the Filipino family decision maker when it comes to meals.

All told, PANAnaw has brought out the best in yet another fine crop of future marketeers.

“This year’s theme Total Wellness, Total Well-Being of the Youth is very close to my heart.  We eat, breathe, dream and work with Healthy Lifestyle in my company.  We know this must not be taken lightly.  It is a commitment not only of my company, but of the whole industry,” stressed PANA president Blen Fernando.

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The Creative You – 4th PANAF Youth Congress Urges Future Marketers to Unleash the Power of Creativity Tue, 04 Feb 2014 02:13:05 +0000 panaf_admin dsc_-215The Philippine Association of National Advertisers Foundation (PANAF) holds the Youth Congress at a turbulent time in the country. It is only 2 weeks after Yolanda, the strongest hurricane recorded in the world this year, devastated the Visayas and Palawan. People are seeking to help however they can.

While many universities are still packing and deploying relief goods through the help of student volunteers, more than 500 student delegates and their marketing professors have taken time out to participate in the Youth Congress at the Unilab Bayanihan Center in Pasig City. Here, future marketers from universities throughout the Philippines are seeing a different, more responsive side of the marketing communications industry.

This year’s theme, “The Creative You”, is about finding creative inspiration and keeping fresh ideas alive to establish a career in marketing. It is also about harnessing creativity to address challenges in today’s society.

Keynote speaker Michael Carandang was an Emmy-award winning producer of supermodel Tyra Banks. He encourages the youth to be “Filiphenomenal” – a Filipino who works hard and perseveres, loves what he does and is very successful at it. What makes such a Filipino phenomenal is that he gives back to his country.

“My work in America was to figure out the entertainment business there, to be the best producer I can be, so I’m able to come back home and serve the Filipino people and produce for my own people,” Carandang says.

The Creative You pushes the youth to explore and immerse themselves into the world, so they can also be Filiphenomenal. In “How Creative Ideas are Created”, writer Ricky Lee, also creative manager of ABS-CBN Corp., developed many of his story ideas from the experiences of friends. He is a great observer, and draws insights from real world situations in writing fiction and creative non-fiction.

Russell Molina of Seven A.D., a man of many creative talents, defines himself above all as a storyteller. He shares in “How to Sell Your Creative Ideas” one important marketing rule: tell, don’t sell. People would not relate to marketing spiels, but they could relate to human truths. Write first with your heart, Molina advises, then go back to edit and write with your head.

Apprentice Asia Season 1 winner Jonathan Yabut joined the Youth Congress as inspirational speaker. His victory is a product of his faith in the value of preparation.

“Failing to prepare is preparing to fail,” he says.

Yabut had always dreamt of competing in The Apprentice, so much so that he has studied every single episode of all The Apprentice franchises. By the time the show reached Asia, he knew everything there is to know about it. He won because he put in the necessary work to become a champion.

The Youth Congress also features a digital perspective in creativity. Nicole Bulatao, digital champion of Nestlé Philippines, still believes in focusing on the story rather than the technology. On the other hand, Jorge Azurin, regional director of freelance job site, encourages university students to get a head start and look into projects they can work on even before graduation.

Finally, Jollibee Yumbassador Reese Fernandez-Ruiz tackles the subject of values and work ethics. She is the CEO and co-founder of Rags2Riches, the eco-ethical fashion and home accessories brand that works with women in underprivileged communities around the Philippines. Ruiz believes that caring is cool.

Fashionistas around the world covet the fashion forward handbags of Rags2Riches, but the brand was created out of scraps of discarded cloth and indigenous fabrics. The visionary founders enlisted the help of famed Filipino couturiers like Rajo Laurel with design, and women artisans bring the creations to life. Rags2Riches is providing hope – and a better life – to hundreds of Filipinos, especially women.

The 4th PANAF Youth Congress is being hailed as the most successful and inspiring to date. It is organized in partnership with the Philippine Association of National Advertisers, the Ad Foundation and Procter & Gamble Distributing (Phils.) and co-presented by Jollibee Foods Corp. The Youth Congress was made possible in great thanks to its major sponsors the Manila Broadcasting Company, The Philippine Daily Inquirer, Smart Communications and The Philippine STAR. Many thanks as well to minor sponsors 7-11, ABS-CBN Corp., BusinessWorld, C2, Chippy, Fun-O, Great Taste White, Chicharon ni Mang Juan, X.O. Candy and The Medical City, and cooperating sponsors Johnson & Johnson, McDonald’s, Petron Corporation and Unilab. The 4th PANAF Youth Congress also thanks media partner AdEdge Magazine, the official publication of PANA and agency partner RadManila.

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FAO’s First Annual Competition Held: UP AdCore, DLSU’s AdCreate Society and Moomedia Make Top Three Tue, 09 Jul 2013 19:15:32 +0000 panaf_admin GE DIGITAL CAMERAFederation of Advertising Organization’s (FAO) first annual IMC competition awarding ceremony was held last February 16 at the Asian Institute of Management (AIM) JV Del Rosario Room. The top three participants were all smiles as their presentation videos played in loop, moments before the much-awaited announcement of rankings.

With the help of PANA, FAO partnered with media agency 720° Consumer Connect. The agency became their case wherein students were tasked to come up with an IMC plan that will help create awareness for 720° Consumer Connect and gain market share.

True to the mission of FAO, the IMC competition, set to be held yearly, intends to hone the creative skills of advertising students within the organizations. It is open to all the member-organizations of FAO namely: ACTM (Ateneo De Manila University), CoSA (Ateneo De Manila University), AdCreate Society (DLSU), MooMedia (DLSU), JMA (Miriam College), AdCore (UP Diliman), AVCom (UP Diliman), AdHere (UP Manila), Touchpoint (UST), and iJMA (iAcademy).

GE DIGITAL CAMERA“It is good exercise that you are exposed to this kind of practice so that when you go to the professional world, to offices; you see that this is how it is done. And it is important that understanding each other and the unity of the spirit is in there so that work like this would come out,” said 720° Consumer Connect president Delia Saguil.
For a period of over four weeks, the participants worked closely with the agency starting with the briefing up to final selection of the top three campaigns.

Among those who submitted UP Diliman’s AdCore won first place, while De La Salle University’s AdCreate Society ranked second. Also from DLSU, Moomedia placed third.

UP AdCore representative Mark Louie Bonayon said, “Not all of us are advertising majors so this is a new experience and a very fulfilling one.”

Fatima Gaw, also from the top team, expressed that the case helped them challenge their limits. “For example, how do we attack the particular brand? Usually we do consumer brands but it’s a different one because it is business-to-business.”

“There is a lot of learning on our part,” added Gelo Avendaño. “We’re really happy to come up with a good output for the case.”

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