Every 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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