PANA Brand Camp 2013
New and exciting changes awaited the 2013 PANA Brand Campers. Representatives from Century Pacific Group, Globe Telecom, Golden Arches Dev’t. Corp. (McDonald’s), Johnson & Johnson Phils., Kraft Philippines, Procter & Gamble Distributing Phils., San Miguel Brewery Inc. and Universal Robina Corporation made up this year’s participants. In teams of two, they were put to the challenge in the fourth edition of PANA Brand Camp held at the Crimson Hotel in Alabang, Muntinlupa City.
PANA Brand Camp is designed as a boot camp for marketing excellence. It features three days of intensive training in strategies and tactics, as well as keen mentoring in critical preparation for the international arena. This year, aside from coming up with a Creative Brief, an IMC plan was also required.
The team with the best Creative Brief and the best IMC plan, be it by a team for each or both categories, will be sent as representatives of the Philippines to ADFEST’s Young Lotus Marketer Workshop in Pattaya, Thailand and Young Spikes Competition in Singapore respectively. Brand campers must be aged 28 years or under (born after 18 September 1983) and employed in advertising/communications businesses in a skill discipline relevant to their chosen competition, as outlined by abovementioned international competitions.
Teams were exposed to the country’s best minds in advertising and integrated marketing communications. Joy Santos of Leo Burnett discussed Insights, while Art Policarpio of Mobext Asia Pacific shared the Importance of Digital in an IMC plan. Gino Borromeo of McCann Worldgroup Philippines inspired campers in Writing Great Briefs. Jayel Ladioray of Publicis Manila geared up the teams with his talk on Integrated Marketing Communications. Seven A.D.’s Russell Molina showed the magic of telling stories.
For each case, teams were given overnight to come up with a creative brief and integrated campaign. Five minutes to present the maximum of eight slides each for the creative brief and IMC plan. Parish Pastoral Council for Responsible Voting (PPCRV)’s plight against vote-buying was the first case.
Judges were Creative Juice \ Manila CEO Gigi Tibi, Collab Chief Collaborator Tonypet Sarmiento, and Leo Burnett Creative Director Alvin Tecson. Though the first case had no bearing on the actual competition, it is a crucial part of the learning as the teams went through a coaching-like session of Q&A’s with the judges.
The competition case was based on the viral video “The Girl Effect: The Clock is Ticking,” presented by PANA Brand Camp dean Margot Torres. PANA Brand Campers were tasked to choose an existing product of their company and show how it will support the advocacy by creating a brief for the agency and an IMC plan to implement it. The teams were given overnight to prepare the creative brief and IMC plan which had to be submitted by 8 a.m. the following day, and judged separately.
Day 2 competition panel of judges was composed of Jos Ortega, Chairman and CEO of Havas Media Ortega; Leigh Reyes, President and Chief Creative Officer of Lowe Philippines; Tin Sanchez, Executive Creative Director at BBDO Guerrero; Raoul Panes, Chief Creative Officer of Leo Burnett.
Emerging as winners for Best Creative Brief are J&J Assistant Brand Managers Roz Norriega and Nikka Arcilla, and for Best IMC plan are McDonald’s Product Managers Cholo Perreras and Cielo Umali. Team J&J will be Team Philippines in ADFEST-Pattaya while Team McDonald’s will be Team Philippines in Spikes Asia-Singapore. These young marketers are set for coaching sessions with the country’s top names in advertising in time for the competitions in March and September respectively.
PANA Brand Camp 2013 was sponsored by the Philippine Daily Inquirer, ABS-CBN, GMA Network, and The Medical City. Media partner was PANA AdEdge magazine.