July 14, 2015

brand-acadThe study of marketing is incomplete without examining today’s media landscape, in which digital and mobile continue to grow in significance.

Marketers used to focus on TV, radio, print and out-of-home in media planning, but now, digital and mobile strategies are required to reach the millennials that dominate the population.

Havas Media Ortega managing partner Hermie de Leon discusses the current media landscape and how media planning is evolving at day three of the PANA Brand Academy. She shares that Internet and mobile have the highest potential in message dissemination as Internet usage has become commonplace and cuts across all economic segments. TV also remains a highly consumed medium.

In his talk on digital marketing, ABS-CBN’s head of digital campaign strategy Ben Ravina covers creating a digital plan and the latest digital trends such as content marketing, mobile marketing, co-creation marketing and interactive billboards. The key, he says, is to know the social conversation.

Arthur Policarpio, CEO of mobile marketing agency Mobext, urges marketers to think “mobile first” in discussing mobile marketing. In fact, the strategy should now be marketing in the mobile first generation – our phones are the first thing we reach for when we wake up in the morning, and the active mobile subscriptions in the Philippines has exceeded the country’s total population.

Digital and mobile may be the most exciting things to happen in marketing in recent history, yet no matter the advances, it is crucial for our work to be grounded in truth in advertising and ethical practice.

Maya Estrada, operations manager of the Ad Standards Council (ASC), details the Advertising Code of Ethics at the PANA Brand Academy.

Download the Code of Ethics at http://www.asc.com.ph/our-standards/code-of-ethics.

Ms. Estrada clarifies the screening process that many in the industry undergo and explains the frequently misunderstood areas of the Code of Ethics.

Please be advised, the last day of the PANA Brand Academy 2015 is this Wednesday, July 15 at 14/F Bahia Function Room, Intercontinental Hotel, Makati.

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