FAO’s First Annual Competition Held: UP AdCore, DLSU’s AdCreate Society and Moomedia Make Top Three
Federation 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).
“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.”