First ever Student Advertising Congress held

Advertisers of tomorrow, first ever Student Advertising Congress held
By Walter Ang
November 29, 2006
Philippine Daily Inquirer

The first ever Student Advertising Congress, with the theme "By the Youth, For the Youth," was recently held at the Aliw Theater in Pasay City.

Philippine Information Agency director Conrad Limchaco gave the keynote speech and pointed out that there are currently 2.7 million students in advertising-related college courses like communications arts.

He cited the potentially "tremendous" contributions these students are capable of delivering for the Philippine economy once they graduate.

Opening remarks were given by Matec Villanueva, an officer of the Association of Accredited Advertising Agencies (4A's), who reminded that students and teachers that advertising is "not glamorous and sosyal," and that it is "first and foremost a service industry" wherein the excitement comes from "creating communications that work."

The congress began with a call to use advertising and other marketing communication disciplines for corporate social responsibility. Campaigns Advocacy and Public Relations (Capri) president Bong Osorio opened the first day's line-up of activities with a backgrounder on the said topic.

Avenues for expression
Philippine Daily Inquirer president Alexandra Prieto was also invited to speak to the over 2,000 participants about the available venues open to them for speaking their minds. Prieto cited PDI's various sections that "address the need of the youth to be heard."

She pointed out the broadsheet's "In the Know" series of "fast facts" that help explain background information on issues to readers, usually highlighted in a box and using layman's terms. Prieto then featured the "Talk of the Town" section that comes out every Sunday that "aims to address current issues from the views of various sectors. The page gives readers a comprehensive and balanced understanding of a current issue."

Most interesting to the congress participants was when Prieto listed PDI's initiatives specifically for the youth such as the Youngblood column in its Opinion section and 2bU!'s "Change the World" series of articles in its Lifestyle section. She urged the participants to take advantage of these opportunities to let their voice be heard and to make a difference.

The first day's activities featured a forum, dubbed "Saan ka Swak sa Advertising?," where industry experts helped students figure out what kind of advertising-related work they are most suited for apart from the most known creative positions of copywriter and art director.

Moderated by journalist Che-Che Lazaro, the panel consisted of Juliet M. Mendoza of Mediaedge (media planning and buying), Alex Syfu of Dm9jaymesyfu ad agency (account management), Oli Laparel of RS Video and Productions and Sid Maderazo of 88Storey Films (production work), Meckoy Quiogue of GMA Marketing and Production (TV network), Jun Nicdao of Manila Broadcasting Company (radio network), (production).

The second day showcased the awarding ceremonies of the student competitions. Judging was made by officers of the Creative Guild of the Philippines.

Team Espresso from Lyceum of the Phils. University, with Brandy Mae Coco, Ramir Cambiado, James Milo Gamoning, Myra Mirasol Magante and Ruth Luciano, took home the Best Sound Production award (PDI's single medium radio category); and Best Editing and Best TV Ad awards (PDI's single medium TV category).

Pantheon Advertising of Lyceum of the Phils. University, with Jonah Brocka, Jonalyn Balderas, Leenard Delegero, Luela Marie Almazan and Jovy Intal, won the top honors for Philippine Daily Inquirer's single radio and print categories.

However, it was Team Adversingko from University of Santo Tomas, composed of students in the Fine Arts major in Advertising course: Raymond Olano, Jeslie Anne Esperas, Stephanie Mangalindan, Arabella Beltran and Joy Mongado, that took home most of the top awards that included Globe's Single Medium categories for TV, radio and print and the top spot in both Globe and PDI's tri-media category.

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