New York Times bestselling author John Naisbitt met his wife, Doris, about 10 years ago at an advertising conference in Vienna, Austria.

The couple comes this time as a team to another advertising event, the 21st Philippine Advertising Congress (PAC), to lead the plenary session on Day One of the congress.

Mr. Naisbitt, the world’s leading futurist and author of Megatrends 2000, which was published in 32 countries, tackles “Predictions for the Future Post-Global Meltdown and the Impact of China’s New Social/Environmental Model on Asia and the Rest of the World” as 21st PAC plenary speaker.

Back in 1996 before China started its ascent to global eminence, Mr. Naisbitt had told then Chinese President Jiang Zemin in a dialogue, “China has a big story to tell, but you’re not telling it very well.”

The advertising industry knows firsthand what good stories can do. They are told everyday through print, billboards, TV, radio and Internet. The challenge is finding the best media to share stories in different ways.

“You can’t communicate something these days without telling a story,” Ms. Naisbitt says.

After 42 years of travel and research in China, Mr. Naisbitt observes how the nation’s rise is the outcome of “crossing the river by feeling the stones”.

“It’s important to be responsive,” he says.

“The world changes right in front of you, and if you don’t change with that, you’re not going to be very successful.”

Much of China’s successes - and setbacks - are stories of learning through trial and error. And the rest of the world is caught up in its tale. The old ways of the East looking to the West have made a U-turn as nations follow more and more of China’s example.

The world is now on the verge of the next big megatrend: an integrated economy. Economic activities, as well as goals and practices, are increasingly becoming inter-related, leading more surely than ever to what we are already experiencing as the global economy.

“One economy for the world means one big advertising market,” Mr. Naisbitt says.

It is an environment from which the advertising industry could create and also get creative with new opportunities. The next big megatrend happens on a global scale. It is the new frontier for advertising to champion.

In spite of the trials leading up to the congress, and the challenges it faced as it happened, the 21st PAC is an event the industry would always be proud of.

The 21st PAC was first and foremost a place to learn - about the industry, about trends in advertising, the future of the business, and most of all, about using advertising to change lives for the better.

These are difficult times for the economy. Worsened by natural calamities, environmental degradation and social conflict, the advertising industry is facing the harshest business environment in modern history.

The theme of the 21st PAC, “Perspectives: Ano sa tingin mo?” was the battle cry on everyone’s lips. Three thousand delegates took part in the 21st PAC on November 18 to 21 in Subic to benefit from the knowledge and experience of renowned experts like futurist John Naisbitt, branding connoisseur BJ Cunningham, corporate social responsibility (CSR) specialist Mike Schalit and the country’s very own Fernando Zobel de Ayala.

Only by looking at a problem through different perspectives - by approaching it from all angles - can the industry come up with ingenious yet effective ways to overcome its challenges. But the spirit of Perspectives must go beyond business concerns. It is meant to inspire work in advertising towards a greater good.

“The building blocks of society - families, communities and businesses cannot prosper if the air is polluted, if the rivers are clogged, if forests are denuded, if biodiversity is threatened and if people are mired in poverty,” says Ayala as 21st PAC honorary chair in his keynote address.

“These realities must force all of us to stop and rethink the very conduct of our lives, the way we govern and do business.”

Amidst the destruction of recent natural calamities, the 21st PAC found a greater purpose, and urged the industry to engage in advertising with a heart.

“The 21st PAC is an instrument for positive action where we can help our fellow countrymen and rally support for long term recovery,” says 21st PAC overall chair Margot Torres.

“Every member of this industry should realize how impactful his contribution can be and how meaningful his work really is.”

On opening night, the ad congress delivered its pledge to Baguio City Mayor Peter Rey Bautista of 100 percent of the ARAW Awards ticket proceeds for the Red Cross Baguio Chapter.

It also launched Brand Aid to the entire industry. A project conceived in collaboration with the Advertising Board of the Philippines, Brand Aid seeks to rally all sectors of the industry to use advertising to raise funds for victims of calamities. Brand Aid’s pioneer project, AHON, was able to extend financial support to the victims of Ondoy and Pepeng even before it was formally launched.

In his seminar on “The Role of CSR in Today’s World”, Schalit talks about how advertising has the power to do make good things happen. So why not turn advertising into “goodvertising”?

“We are at the early stages of the biggest business movement in the history of the world,” he says.

“Advertising is playing a larger role than any other time in history. Messaging has to be part of the solution. You need to find skills that you have in abundance to communicate the solutions.”

The ad congress has always meant an enjoyable learning experience for the industry, but the 21st PAC chose to mean more by trying to make a difference in the larger society. While this change can’t happen in an instant and the task at hand isn’t easy, the important thing is the 21st PAC has directed the industry towards a more responsible - and caring - profession.

The four made-for-TV commercials show the doomed magic performance through four perspectives: “The Magician”, “The Assistant”, “The Stagehand” and “The Date”.

Each commercial was developed from a single storyline. Directors Henry Frejas, Sid Maderazo, Carlo Directo and AF Benaza, respectively, brought the 21st PAC theme, “Perspectives: Ano sa tingin mo?” to our screens.

The collaboration marked a highlight in Philippine advertising history - it was the first time four award-winning directors worked together to produce four points of view of one story.

But what the audience forgets is the woman’s own perspective. As promised, the 21st PAC revealed the story behind the mystery during the 2009 ARAW Awards Night with a musical by PETA featuring Robert Seña and Isay Alvarez.  To everyone’s surprise the volunteer reappeared from the back of the crowd alive and well.

It turns out her deathly fall was part of the magic trick all along. Leave it to the 21st PAC to prove that tackling every puzzle is just a matter of perspective.

Along the way the 21st PAC ad campaign garnered a total of 11 ARAW awards, too, among which is the silver award for TV Campaign and a bronze award each for Best Art Direction.

“The Stagehand” won gold awards for Best Direction, Best Production Design and Best Sound Design.

“The Magician” received silver in Best Cinematography, followed by “The Assistant” for the bronze. Finally, “The Date” took away silver for Best Editing.

It was an award-winning conclusion for the 21st PAC mystery. The ad campaign is the first of its kind in the industry and it had captivated its audience. The four commercials inspired people to think, to really consider different perspectives.

Were you happy with the ending? Ano sa tingin mo?

“Cigarettes are the only legally available consumer product which kill people when used exactly as intended,” he says, addressing the delegates of the 21^st PAC. It is BJ Cunningham, and he’s talking about Death.  It is BJ Cunningham, and he’s talking about Death, the cigarette brand available in Japan, South America, the Bahamas, and a nightclub in Manchester.

Introducing his marketing management (mis) adventures on brand Death, Cunningham’s stress points include prohibition.  “I have no respect for anybody who tells me what I should be doing,” he says pronouncedly.  Ban is a cute word that removes the rights of an adult in a free society,” he adds.

On the issue of second hand smoke, he maintains that, “smoking has become a polemic issue of smokers against non-smokers.  Passive smokers should buy their own and pay the tax!”

Instead, he espouses grabbing the opportunity to create a new brand with unique promise that is “the truth”.  Though there is no singular truth, what matters most is what your customers believe.  Cunningham practices what he preaches.  Death cigarettes advertising poster copy reads:  They’re every bit as good as other cigarettes and every bit as bad.

In marketing, everyone is competing for attention.  “A brand is not a logo.  It is not a pantone color.  It is not even a name.  A brand is an idea.  A promise.  If a brand is strong enough, you don’t need a logo,” he emphasizes.

“Brands do not believe in the boardrooms, or the creatives of the agency-it is in the minds of the customer.  Brands are signposts and the customers choose which road to take. Engender belief - belief is everything!”

The self-professed management failure, Cunningham admits he is only good at initiating action, but horrible at overseeing, therefore he recommends hiring people better than (you).  Yet, he dispenses sound management.  “Don’t be like Zeus looking down on the company.  Instead, be like Atlas holding everything up,” advocates.

Digital is reflective of a transforming media landscape, and the 21^st PAC is nothing if not up-to-date.

——-

“Marketers are not inducers of the message,” says Vishnu Mohan, CEO of HAVAS Digital Asia Pacific, talking on “New Digital Creative and Media Strategies that Work.”

Mohan is straight to the point.  Three Ms mount the success of new media.  First, monitor.  Knowing what people are talking about is essential.  Word of Mouth (WOM) is essential.  Whether known as social media, social marketing-the effect of spreading information is a gauge of success and sustainability of information.

Management is the second M.  As an example, Mohan refers to Facebook, the current choice of social media.  Facebook is permission-based.  It enables built-in viral.  A full set of analytics equips it, as it reaches and spreads to its target demographics.

Demographics measure the medium, and its engagement with the target market-in other words, its effectiveness.

From McLuhan to Mohan, four decades on, the medium is (still) the message.

——–

Claudio Pinkus

“Oh my god!  Facebook is coming!”, reads his introduction, much to the amusement of the audience as Claudio Pinkus started his talk.  The Executive Chairman of Multiply, Pinkus was being funny.  Or wasn’t he?

With the topic, “Taking social networking to the next level,” Pinkus asks, “Does one size fit all in social media?” And the answer is a resounding negative, a fact haute couture has always known.

Users demand choice, and Multiply delivers.  It has no choice if it were to survive.  “Social media is morphing into what the market is telling (it) to be,” he states.

Of the applications that best engage users, the social site list photos.  The number one activity on all social media, the printing, viewing and storage opportunities vast, at least until families and friendships stay in fashion.

New on Multiply, and still to make its debut in two weeks, is integrated photo-finishing.  Trust the 21^st PAC to score this scoop.

——-

Blaming Friendster for his white hair, the Singapore-based Ian Stewart took on Friendster Southeast Asia is barely six months on the job.  Yet, the former MTV executive looks every bit the social media guru.

Stewart is a mass of numbers and statistics.  40% of Asian online use is on social media sites.  76% of Asians belong to a social media. 16.5% of Asians is currently online.

Ancient are those in over 24 years of age.  Stewart says Friendster is for the young market, and that means sweet sixteen.  If you cannot multi-task on 36-hour days and can stay focused for more than five minutes, you are too old for Friendster.

Cross-platform aggregations, intimacy and immediacy predicaments lead to more sellers of privacy tools.

Not to be outdone, Stewart also announced Friendster’s new branding, “Connecting Smiles” with the tag line “The shortest distance between two people is a smile”, still to launch on December 4, 2009.

Turning 25 before the date never felt so ageing.

——-

Ruben Maislos

Another OMG moment at the Ad Congress happened when Ruben Maislos, founder and vice-president for business development of Pudding Media flashed a picture of the 80s celebrities of Bagets to speak on “Mobile Marketing, Philippines’ Largest Channel.  How to do it right”.

“Mobile marketing is the way to reach a low-end market through digital.  Not online,” Maislos says.  With the exception of Singapore, the trend demonstrated across Southeast Asia.  Furthermore, “still cooking,” is how he describes brands using social media.

In view of a Philippine perspective, Maislos believes billboards are not the way to go.  “How many people actually remember all the information on a billboard,” he asks.   “Those billboards have mobile numbers written on them,” he adds.  Brave words from Maislos, in view of a Philippine skyline dotted by the massive structures.

——-

Dirk Eschenbacher

Dirk Eschenbacher’s “Monetizing New Media: Measuring Effectiveness vis-à-vis traditional” discussed a new interactivity, the norm of many digital campaigns.

Four key factors induce online interactivity:  Inform, explore, co-create and community.  Interactivity is pushing brand content for viewing and download, while pulling users to upload content.

“Technology is behind the amazing amount of explosion of digital.  It has made easier connections from personal to online world,” says Eschenbacher.

“Changes across marketing, through different platforms, are so complex, (you) can get lost in them,” he adds.

The China-based Eschenbacher says social networks are not new in Asia, not with China having more social sites building connections and making new engagements.

Eschenbacher says “It is impossible to predict the industry in five years,” but also adds, “Now is not the time to make money.  Now is the time to invest money and make money later on.”

Special Events Winners

1.   Class A Champion - Mr. Carlo S. Llave - OAAP

2.   Class B Champion - Mr. Ricky Alegre - UPMG

3.   Class C Champion - Mr. Louie Morales - Founders Team

4.   Class D Champion - Mr. Alex Castro - Founders Team

Ladies Division:

5.   Champion - Ms. Monique Ignacio - 4As

6.   Runner Up - Ms. Lorna Tabuena - ASAP

Guest Division:

7.   Champion - Mr. Victor Macutay c/o 4As

8.   Runner Up - Mr. Nonie Unzon c/o OAAP

9.   Low Gross Champion - Mr. Rudy Fulo - PANA

10. Low Net Champion - Mr. Arnold Chung -

11. Nearest to the Pin - Mr. Manny Atienza

12. Most Accurate Drive - Mr. Daryl Abueva - OAAP

Tie-Winner:

13. Golfer of the Year - Mr. Carlo Llave - OAAP

14. Golfer of the Year - Mr. Luigi Tabuena - ASAP

15. Golf Individual Winner - Mr. Solomon Malca

5K RUN

Individual Category

Male

1. Champion - Rowel Odonio - 18 mins. & 47 secs.

2. 1st Runner Up - Benedicto Augusto - 18 mins. & 48 secs.

3. 2nd Runner Up - Neil Catiil - 18 mins. & 51 secs.

Female

4. Champion - Mirasol Abad - 22 mins & 33 secs.

5. 1st Runner Up - Kathryn Carag - 31 mins. & 04 secs.

6. 2nd Runner Up - Sherielle Guerra - 31mins. & 32 secs.

Guest Runner

7. Champion - Fernando Zobel de Ayala - 26 mins. & 59 secs.

8. 1st Runner Up - Dino Laurena - 32 mins. & 39 secs.

9. 2nd Runner Up - Charmaine Canillas

Special Award - (Most Senior Runner)

10. Male - Mr. Quintin Pastrana

11. Female - Ms. Mary Anne Alcordo - Solomon

BILLIARDS

12. Paul John Ladao - Champion

13. Florencio Banar - 1st Runner Up

14. Jemar Selma - 2nd Runner Up

15. Armando Alver - 3rd Runner Up

16. Ms. Abby Platero 01

17. Ms. Abby Platero 02

18. Hon. Sen. Manny Villar

19. Ms. Julie Sionzon - GMA-7

BADMINTON

20. Mr. Gilbert Gelacio - Subic International Hotel

21. Mr. Fernan Nevres - Philippine Star

22. Mr. Jun de Guzman - Active Signs

23. Mrs. Baby Vale - Luneta Advertising

3-POINT SHOOT OUT

24. Mr. Limbert Navida - Coordinator - SBMA Tourism

25. Mr. Ian Salita - Project Manager - PANA

26. Mr. Jon Cordero - IT Director - Publicis Manila

Nov 19 winners

Ms. Jesreel Mendoza         0:30secs

Mr. Richard Tallo                0:33secs

Nov. 20 winners

Male Division

Mr. Dino Piquero                0:22secs

Mr. Jerry Leysiso               0:22secs

Female Division

Mr. Fidgi Ninopin                0:49secs

Ms. Minerva Corcoro         1:13secs

PHOTO CONTEST

1^st Place

Mr. Ryan Jose Ticsay

2^nd Place

Mr. Jeffrey Thomas

3^rd Place

Mr. Calando Santos

On Day 1, be one with nature. Take part in the Ecology Tour and trek inside the forests of Subic or learn how to survive in it. If that’s not enough, go and immerse yourself in the native culture.

For day 2, get a glance at the first and most astounding nautical sanctuary in the country. See some of the world’s most amazingsea mammals like dolphins, false killer whales, and sea lions in their inherent habitat.

It gets even wilder. Watch exotic animals roaming and frolicking in their natural habitat of individual planes and native grasslands. This very well may be the most real thing to a wild animal jungle safari around.

Level up on Day 3. The Tree Top Adventure will provide you with a new perspective of the forest. From the heights of the canopy,experience being one with the forest for a chance to observe wildlife at close range.

So, how do you see Subic Tours from this perspective? Adventure?Or attraction? Sign up for the Subic Tours now. Ano sa tingin mo?

Subic Tours Activities

Day 1:   MINI-SURVIVAL TRAINING
Thursday, 9 am to 1 pm

Tours:

• Pamulaklakin Trail and Hike
• Jungle Survival Demonstration
• Superman and Rappelling at Tree Top

Day 2:   DAY WITH THE MAMMALS

Friday, 9:30 am - 4:30 pm

Tours:

• Entrance at Zoobic Safari
• Entrance at Ocean Adventure (Sea Lion show, Whale & Dolphin show)
• Chicken for tiger and crocodiles

Day 3: STEP OUT OF A RUT

Saturday 9:00 am - 1:30 pm

Tours:

• Superman
• Canopy Ride
• Rappelling

• Trekking with Jungle Demo

Please proceed to the Special Events Booth to inquire/register for the tours.