During the preparations for the 21st Philippine Advertising Congress (21st PAC), disaster struck the country with Tropical Storm Ondoy and Typhoon Pepeng devastated many areas in Luzon, leaving the Advertising Cogress venue, Baguio City, inaccessible for a number of days. The organizers of the Ad Congress decided to look for an alternative venue since the strain of thousands of delegates and participants going to Baguio might weaken the infrastructure leading to nation’s summer and recreation capital. A new venue, Subic, Zambales, was selected and the 21st Philippine Advertising Congress found a new purpose, to dedicate the assembly to the victims of the Luzon calamities. Part of the proceeds of the 21st PAC will be donated to the Red Cross for rehabilitation efforts in Northern Luzon.

The 21st Philippine Advertising Congress will continue to boost the industry practitioners drive for marketing, creative, and socio-economic excellence. It will be a good time for the industry to gather together and look at things from different perspectives and learn to survive in these trying times. What started out as a challenging global economic crisis has evolved into a social-economic and environmental challenge for everyone, so the theme “Perspectives: Ano sa Tingin Mo?” is more relevant than ever.

Renowned international and local speakers will speak on topics on socio-economics and the environment. The delegates will get together, learn, travel, and interact. A highlight of the ad congress is the Araw Awards Night. This year, the award-giving body has raised the level of competition by introducing marketing results as one of its new component. And 100 percent of ticket sales will be donated to the Red Cross Baguio Chapter for the recovery of Benguet. The organizers have also arranged a trade exhibit “Baguio Opens to Subic,” which will showcase Baguio’s invaluable effort to help the 21st PAC and its numerous products. The launching of the Brand-Aid project organized by the AdBoard will also take place during the 21st PAC. This will be the cornerstone of the industry’s efforts to help rebuild the nation through the power of advertising and raise funds for the calamity victims.

The 21st Philippine Advertising Congress has been faced with so many challenges, but in spite of it all, the Congress proceeds. The whole industry and their partners have been mobilized to work together in pursuit of its growth and the renewed purpose of service to those most in need.

We congratulate the participants and organizers of the 21st Philippine Advertising Congress led by the AdBoard Director in Charge Charmaine V. Canillas and wish them success in all their endeavors.