By Robert T. Capistrano
(SUBIC Bay, Zambales) Ad Summit Pilipinas 2016 gathers the biggest local and international advertising and media players to “Come out and play” at the Subic Bay Convention Center from March 9-12, 2016.
The “Come out and play” theme challenges the advertising and media industries to allow ‘play’ into their lives to spark creativity and open possibilities, which is critical in these industries.
The four-day event updates industry executives and practitioners with the latest trends and issues facing the advertising world. And what would a summit like this be without networking among colleagues and the exchanging of business cards with potential media partners.
All major Philippine media outlets were in attendance. Eagle Broadcasting Corporation (EBC) was represented by Robert T. Capistrano, Business Development Advisor, Meltom F. Gonzales, Sales & Marketing Manager, and Varian Victoria, Account Services Manager.
Day 1 started strong with Emmanuel Ramon C Lorenzana, President and CEO, Media Quest Holdings, Inc. of TV5 fame, who asked this question to the audience, “How do you compete in a constantly changing world with ‘winner take all’ markets?” He answered by stating, “Everything is going mobile,” then showcased how Media Quest is focusing on digital content for mobile, with its latest ventures, such as Digital 5, live streaming services, gaming, video on demand, and a new app Hatch.
Renowned director Jose Javier Reyes, spoke on how play and happiness is the spark of creativity. He also offered bits of personal advice, to the hall full of advertising practitioners, on how to cope long term in the unforgiving and forgetful world of advertising. “Accept the inevitable”, he boldly stated, “we will all eventually be replaced, and no one in the world is indispensible.”
“Involving the emotions of the audience is what makes an advertising campaign more powerful,” said Jesus Ferreira, Integrated Marketing Communications Director of Coca Cola Philippines. “We want to make every moment special, we want to make those kilig moments,” this is connected with Coca Cola Philippines’ goal to be something connected to or associated with happy moments in our lives.
In an industry that thrives on creativity and is fixated with what’s trending and cool, #adsummit2016 Day 1 did light that spark needed by this industry, reminding all of the importance of something taken for granted in a work obsessed industry, play. Play lets one see possibilities. Play is the seed of invention. One cannot create if one does not play, ideas are all played in the mind and everything begins with an idea. (Eagle News Service)