|
Thursday, November 17, 2005
Ad Congress focuses on global stage
ECONOMIC activity in Cebu is expected to pick up until the end of the week, as the three-day 19th Philippine Advertising Congress kicks off today at the Waterfront Cebu City Hotel and Casino.
Hotels such as Waterfront, Cebu City Marriott Hotel and Castle Peak Hotel are enjoying 100 percent occupancy beginning today until Saturday.
Waterfront corporate communications manager Renee Villasin said most of the hotel’s guests are Ad Congress delegates.
At least 2,500 marketing and media practitioners have pre-registered for this year’s congress. That number is expected to go up to 3,000, with walk-in participants set to sign up today.
The 19th Ad Congress is also open to students who can choose the sessions they want to attend, according to a statement.
The theme for this year’s congress is “Ready for the world!?”
“It’s not just a theme or slogan of the 19th PAC. It is a spirit that sets out to put the country on the advertising map of the world, not just in the validation of creative excellence but also in recognition of the exemplary accomplishments in fueling consumerism in an economically challenged country,” 19th overall chairperson Meryl Graham-Schlachterman said.
Homegrown
“It dares us to reach for the ultimate command position, where homegrown brands that venture into foreign markets gain market share because we conduct the studies, map the strategies and create the advertising, not our foreign counterparts,” she added.
This year’s congress combines learning sessions with the traditional fun activities that have been the trademark of past ad congresses.
Ayala Corp. president and chief executive officer Jaime Augusto Zobel de Ayala is the keynote speaker during this morning’s opening. He will talk about selling “brand Philippines.”
The other speakers include Michelle Kristula-Green, president of Leo Burnette Asia-Pacific; Mike Amor, chief executive officer of Asia Pacific of Grey Global; Prasoon Joshi, regional creative director of McCann South and Southeast Asia; and Jamie Lord, marketing and business development director of Mindshare Asia Pacific.
Cebu hosted the congress in 1999 and 2001. The 2003 PAC was held in Baguio.
Earlier, Cebu Visitors and Conventions Bureau chairman Patrick Gregorio said the Ad Congress is expected to infuse some P100 million into the Cebu economy.
If each of the 3,000 delegates spends P20,000 for their airfare, hotel accommodations and food, among others, this already translates to P60 million. This does not include other expenses such as shopping, car rentals, dining out and entertainment. (JBN)
(November 17, 2005 issue)
Write letter to the editor. Click here.
Join the Sun.Star message board. Click here.
|
|
[return to top]
[home]
[network page]
|
LOCAL NEWS
BUSINESS
OPINION
SPORTS
LIFESTYLE
FEATURE
SUPERBALITA
WEEKEND
|
