A look back at the 21st PAC 

It started with a vision and ended in fulfillment. The 21st Philippine Advertising

Congress (PAC) has now come to a close.

In spite of the trials leading up to the congress, and the challenges it faced as it happened, the 21st PAC is an event the industry would always be proud of.

The 21st PAC was first and foremost a place to learn – about the industry, about trends in advertising, the future of the business, and most of all, about using advertising to change lives for the better.

These are difficult times for the economy. Worsened by natural calamities, environmental degradation and social conflict, the advertising industry is facing the harshest business environment in modern history.

The theme of the 21st PAC, “Perspectives: Ano sa tingin mo?” was the battle cry on everyone’s lips. Three thousand delegates took part in the 21st PAC on November 18 to 21 in Subic to benefit from the knowledge and experience of renowned experts like futurist John Naisbitt, branding connoisseur BJ Cunningham, corporate social responsibility (CSR) specialist Mike Schalit and the country’s very own Fernando Zobel de Ayala.

Only by looking at a problem through different perspectives – by approaching it from all angles – can the industry come up with ingenious yet effective ways to overcome its challenges. But the spirit of Perspectives must go beyond business concerns. It is meant to inspire work in advertising towards a greater good.

“The building blocks of society – families, communities and businesses cannot prosper if the air is polluted, if the rivers are clogged, if forests are denuded, if biodiversity is threatened and if people are mired in poverty,” says Ayala as 21st PAC honorary chair in his keynote address. 

“These realities must force all of us to stop and rethink the very conduct of our lives, the way we govern and do business.”

Amidst the destruction of recent natural calamities, the 21st PAC found a greater purpose, and urged the industry to engage in advertising with a heart.

“The 21st PAC is an instrument for positive action where we can help our fellow countrymen and rally support for long term recovery,” says 21st PAC overall chair Margot Torres.

“Every member of this industry should realize how impactful his contribution can be and how meaningful his work really is.”

On opening night, the ad congress delivered its pledge to Baguio City Mayor Peter Rey Bautista of 100 percent of the ARAW Awards ticket proceeds for the Red Cross Baguio Chapter.

It also launched Brand Aid to the entire industry. A project conceived in collaboration with the Advertising Board of the Philippines, Brand Aid seeks to rally all sectors of the industry to use advertising to raise funds for victims of calamities. Brand Aid’s pioneer project, AHON, was able to extend financial support to the victims of Ondoy and Pepeng even before it was formally launched.

In his seminar on “The Role of CSR in Today’s World”, Schalit talks about how advertising has the power to do make good things happen. So why not turn advertising into “goodvertising”?

“We are at the early stages of the biggest business movement in the history of the world,” he says.

“Advertising is playing a larger role than any other time in history. Messaging has to be part of the solution. You need to find skills that you have in abundance to communicate the solutions.”

The ad congress has always meant an enjoyable learning experience for the industry, but the 21st PAC chose to mean more by trying to make a difference in the larger society. While this change can’t happen in an instant and the task at hand isn’t easy, the important thing is the 21st PAC has directed the industry towards a more responsible – and caring – profession.