Ad execs push adoption of fresh PR campaigns

MANILA, Philippines — Advertising experts are urging businesses to explore new ways of making business brands and concepts successful beyond the usual return on investments.

The Association of Accredited Advertising Agencies of the Philippines said businesses should challenge current mindsets on the way marketing campaigns are being evaluated.

It urged companies to look into new ways of determining brand success beyond the financial return on investment (ROI).

In an interview with The STAR, advertising industry veteran Norman Agatep said this would be the theme of the upcoming Ad Summit Pilipinas 2018, the biennial gathering of industry professionals.

Agatep, chairman of the Ad Summit, said the event slated in March would be the biggest marketing and advertising event in the country.

“The summit will discuss the most critical topics that shape and disrupt marketing communication today,” Agatep said.

He said companies often become too fixated on the returns that a certain marketing effort would bring.

 “We ask ourselves, how much will a campaign cost to execute, and what financial returns will I expect as a result? But is profit the only end goal of all marketing communication and brand activities?” Agatep said.

He urged companies to redefine the way they appreciate a marketing campaign.

“What if ROI could be redefined to mean a return on insight, or a return on intelligence, or a return on impact?” Agatep said.

Thus, with the theme “DIY Your ROI,” the summit seeks to challenge current mindsets on the way marketing campaigns are evaluated.

Furthermore, the event aims to examine ROIs through the lens of clever customization.

This means that a brand’s performance is measured against objectives that go beyond commercial success and cross over to such returns as brand love, behavioral change, social good, environmental impact and pop culture influence.

The upcoming Ad Summit’s DIY theme will also be reflected in official imagery and motifs – construction toys assembled into any shape and structured by their respective visionaries.

The designs reflect the same philosophy of a clever marketing practitioner who, armed with relevant insight, pieces together a campaign that creates a positive impact not only on sales, but also on many levels of social and cultural enlightenment, Agatep said.

Ad Summit Pilipinas will also showcase a trade exhibit featu-ring cutting-edge business ideas and industry trends as well as state of the art technologies and equipment in a one-stop-shop marketplace.

“These are all in line with our mission to nurture a marketing communication environment that redefines creative excellence that’s in tune with an ever-restless and evolving industry,” Agatep said.