A deeper understanding of the digital’s role in advertising and marketing and integrating the platform along with its many forms in businesses are among the key plans of the Philippine Association of National Advertisers (PANA) for 2017.
Adi Timbol-Hernandez, the newly inducted 2017 PANA president, said the organization and its members should now be looking beyond discussion of the importance of digital in marketing and advertising, but rather focus on “maximizing” the platform to benefit businesses.
“Foremost in the agenda is deepening our understanding of the role of digital in marketing and advertising, its nuances in managing competitive and consumer concerns as part of our responsibility under the ASC(?),” said Hernandez, PR and communications senior manager at McDonald’s Philippines.
“Tama na po ang discussion on what digital is and its benefits; we are long over that. We should look forward to progressive integration of digital as a platform as a growth into our respective businesses and how we do that.”
Hernandez, who belong to the millennial generation, shared her mandate and vision for the marketing communications industry during the PANA and PANAF induction of 2017 officers and board of directors held at Makati Diamond Residence on January 26.
Apart from Hernandez, the new PANA officers who formally accepted their roles are: Anna Legarda-Locsin (Vice-President),
communications department head Procter & Gamble Philippines Inc.; Luis Enrico Salvador (Secretary), regulatory affairs director, Mead Johnson Nutrition Phils. Inc.; Tricia Marie Quiambao (Treasurer), head of strategic management, Bank of the Philippine Islands; Mary Julie Balarbar (PRO), chair, marketing department, De La Salle University; and Garry Pactao (Auditor), activation and events manager, Philippine Seven Corporation (7 Eleven).
As the new PANA president Hernandez will leverage on being a millennial to “present a collaborative millennial thinking leadership during my term to tackle the myriad of issues facing the advertising industry today.”
For 2017, Hernandez plans to broaden PANA membership to include small to medium size companies to encourage them to adopt responsible communication to consumers. PANA will also focus on refining the rules and guidelines that govern digital advertising to promote responsible digital advertising.
There will also be more general membership meetings that intend to discuss an array of topics focusing on the evolved advertising and marketing communications practice in Asia, particularly big data, augmented and virtual reality, creative economy and expansive array of channels beyond traditional media.
“Our position would reflect the need to strike the right balance between embracing the nuances of the platform and empowering the voice of our consumers and the concerns of industry stakeholders for a level playing field for advertisers.”
PANA event was graced by the presence of Department of Tourism (DOT) assistant secretary Ricky Alegre who spoke about DOT’s new campaign made by advertising agency McCann that showcases the warm hospitality and the positive traits of Filipinos.
Outgoing PANA president Stephanie Ann Cua, retail marketing manager at Shell Philippines, said 2016 was a successful year for PANA, whose programs and projects were aligned with fulfilling the vision of PANA. She thanked the industry for its support and wished the new 2017 PANA board all the best for the year.
By Raquel P. Gomez