The new order: 20th Philippine ad congress pre-event expectations
Sensible Netnonsense
Where pop culture and information technology collide
by Ignatius Javellana, Philippines - http://asia.cnet.com/
The new order: 20th Philippine ad congress pre-event expectations
This coming November 21-24, the advertising, media and other parts of the marketing and promotions world in the Philippines will be at a standstill: The Ad Congress is a big event after all, normally featuring a very hefty slew of speakers and resource people, mixed in with outrageous events and unbelievable giveaways, culminating with the Araw Awards which gives due recognition to the best ads in the industry for the year. Everyone from mobile to television will be there, while ad agencies with creative suppliers and production outfits complete the mix, and all the while promoting ads of every medium from print to radio, from TV to the Internet, above and below.
This year's Ad Congress will be in Subic. Not as many hotspots and late night gimmick places compared with, say, Cebu and Baguio, if you ask me. But here's hoping the parties will still keep pouring in. After all, the Ad Congress has been notorious for being the Mardi Gras of Philippine Advertising.
Just funny, though, that as we begin to explore "The New Order" while we are preparing for it (Yehey! has a booth at the Ad Congress), we were told there wouldn't be available Internet access at the venue. There is a proposed Internet hub there, but not for the entire venue. That is a bit silly, knowing that we're going to be discussing the new order and yet the most widely growing advertising medium of choice in today's Philippine climate is clearly absent and under-represented.
No matter, for the list of speakers promises to be right on the money and well worth the almost non-stop three-day conference. Among the most notable speakers for me are, of course, Neil Gaiman, who will give a talk on imagination and creativity in the contemporary world—a topic which he is more than qualified, as I'm sure you'd agree. And there's Ben Colayco, big boss of Level Up! Games who will talk about gaming and entertainment, something that in my opinion will completely dominate the advertising and promotions market in 2008.
There are, of course, other very interesting and highly relevant topics like mobile digital film making, integrated and award-winning media campaigns, the future of the Internet, and so much more--all of which clearly showcase how exciting the future is going to be, while clearly outlining the contributions of technology.
One topic is missing for me, though, and I might be mistaken, but I believe there should be a big chunk devoted to the power of social networks, SEOs, local bloggers, media sharing, etc. You know, the YouTube phenomenon and so on. Although Friendster will be present in the form of one big topic on marketing to communities, duly represented by its global VP Aaron Barnes, there should be a bigger representation for that part of the new world order. I mean just the fact that the growth of Filipino bloggers and "social networkers" over the past year alone have reached unbelievable numbers, that should be something worthwhile to talk about.
Anyway, I'll be updating on the fly and hopefully be able to give some first-hand input from the delegates and maybe even the speakers themselves.
Where pop culture and information technology collide
by Ignatius Javellana, Philippines - http://asia.cnet.com/
The new order: 20th Philippine ad congress pre-event expectations
This coming November 21-24, the advertising, media and other parts of the marketing and promotions world in the Philippines will be at a standstill: The Ad Congress is a big event after all, normally featuring a very hefty slew of speakers and resource people, mixed in with outrageous events and unbelievable giveaways, culminating with the Araw Awards which gives due recognition to the best ads in the industry for the year. Everyone from mobile to television will be there, while ad agencies with creative suppliers and production outfits complete the mix, and all the while promoting ads of every medium from print to radio, from TV to the Internet, above and below.
This year's Ad Congress will be in Subic. Not as many hotspots and late night gimmick places compared with, say, Cebu and Baguio, if you ask me. But here's hoping the parties will still keep pouring in. After all, the Ad Congress has been notorious for being the Mardi Gras of Philippine Advertising.
Just funny, though, that as we begin to explore "The New Order" while we are preparing for it (Yehey! has a booth at the Ad Congress), we were told there wouldn't be available Internet access at the venue. There is a proposed Internet hub there, but not for the entire venue. That is a bit silly, knowing that we're going to be discussing the new order and yet the most widely growing advertising medium of choice in today's Philippine climate is clearly absent and under-represented.
No matter, for the list of speakers promises to be right on the money and well worth the almost non-stop three-day conference. Among the most notable speakers for me are, of course, Neil Gaiman, who will give a talk on imagination and creativity in the contemporary world—a topic which he is more than qualified, as I'm sure you'd agree. And there's Ben Colayco, big boss of Level Up! Games who will talk about gaming and entertainment, something that in my opinion will completely dominate the advertising and promotions market in 2008.
There are, of course, other very interesting and highly relevant topics like mobile digital film making, integrated and award-winning media campaigns, the future of the Internet, and so much more--all of which clearly showcase how exciting the future is going to be, while clearly outlining the contributions of technology.
One topic is missing for me, though, and I might be mistaken, but I believe there should be a big chunk devoted to the power of social networks, SEOs, local bloggers, media sharing, etc. You know, the YouTube phenomenon and so on. Although Friendster will be present in the form of one big topic on marketing to communities, duly represented by its global VP Aaron Barnes, there should be a bigger representation for that part of the new world order. I mean just the fact that the growth of Filipino bloggers and "social networkers" over the past year alone have reached unbelievable numbers, that should be something worthwhile to talk about.
Anyway, I'll be updating on the fly and hopefully be able to give some first-hand input from the delegates and maybe even the speakers themselves.
Labels: adcongress, subic
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