PANA summit a big success

The young and the restless dominated the successful two-day Strategic Marketing Summit of the Philippine Association of National Advertisers (PANA) aptly titled "Strat Ur Stuff" as it closed yesterday at the Manila Hotel.

Aside from the jam-packed Centennial Hall, expectations of the biennial convention were met which proved its success as disclosed by the organizers and the delegates themselves, which consisted mainly of young professionals and academe members, including students.

"Definitely (the summit was a success). Because we got a lot of congratulatory messages from the delegates and even the top (marketing) practitioners in the country," PANA president Carminia Rodriguez told The STAR.

Session chair Herbie Sancianco, president of Market Bridges Phils. Inc., noted the significance of how the students and young advertising and marketing practitioners explored "quite a lot" of questions with the session speakers.

"This was significant because the young people, the next generation of marketers who are either learning the ropes or have learned it but are still groping for more clarification, have been quite aggressive in their curiosities," Sancianco said in an interview with The STAR. "The crowd showed enthusiasm," he added.

An open forum followed each session that opened the floor to participants’queries.

Rodriguez credited the active participation of the delegates to the session speakers who tackled the important marketing issues of brand essence, media planning, product development, integrated marketing communications, customer service, new media, research, creatives, and brand valuation.

"We took the time to develop this PANA summit by tapping the right speakers and also the topics because we know we are dealing with professionals… we are also happy that the students learned a lot from it and we got a lot of good feedback on the program," she said.

She also noted that despite a delay in the program schedule the "kind of program" and "great speakers" composed of the top honchos from various leading Philippine firms made up for the setback.

Delegate Roe Quiambao, advertising and public relations manager of Electrolux Phils. Inc., described the gains from the Summit as a "two-pronged benefit" which she said aided the participating students, and the existing marketing practitioners.

"It was beneficial because everything in marketing is very dynamic and they got it (share of marketing knowledge) from the marketing practitioners who have been there, who have seen the changes, and who have been part of the changes and the synergies involved in their branding experience in each of the industry," Quiambao explained.

The involvement of the academe and support invested by the PANA board chiefly resulted in the summit’s success, she said.

As for Myles Ecarma, another delegate who is the marketing specialist in the Meralco Foundation Inc., she took note of how the marketing subjects discussed were presented "very well, in such a way that any company could easily relate to" the concepts.

On the opening of the summit last Wednesday, General Motors Phils. senior marketing manager Nicky Mariano anticipated to learn from marketing insights on how to reach target consumers "with the right message," particularly with the use of technology.

Yesterday, Sancianco, a seasoned marketer, said the program lecturers were able to identify the "right target as opposed to yesteryears" adding that amid the difficult times strategy would "play a great role in being able to survive."

Rodriguez, for her part, advised the next generation of market practitioners to "adjust to the times, be creative and strategize in everything that you do."

Advertising and marketing students from five of the top schools in Metro Manila will vie for the annual PANA marketing communications award tomorrow afternoon.