Ad Industry starts ‘DIY Your ROI Movement’ at Ad Summit Pilipinas 2018
The opening of the Ad Summit Pilipinas 2018 (ASP 2018) held at the Subic Bay Exhibition and Convention Center lived up to expectations: Delivering production numbers, inspired by the film, The Greatest Showman; and talks that moved the delegates to create campaigns that do not only make money, but make an impact as well.
To start the biggest marketing and advertising event in the Philippines, award-winning musical theater and film actress, Joanna Ampil, put on a hair-raising acapella performance of “Lupang Hinirang.”
For the main act, the management committee of ASP 2018 brought the house down with a special number that highlighted the elements, which make up the very essence of the Summit’s theme, “DIY Your ROI.”
Formally opening the Summit, ASP 2018 overall chair Norman Agatep thanked all the guests and delegates for coming and for taking on the challenge to DIY Your ROI.
He said, “So give it your all at the Ad Summit. Cut it the way you want it. Piece it together yourself. Paint it the way you pictured it. What you get back from the Summit will be as valuable as your effort in making this a rich experience for yourself and others. DIY Your ROI. Let’s do this.”
For his part, Bong Pacia, 4As chairman and president and COO of McCann Worldgroup, said during the welcome remarks, “We encourage the delegates to provoke the speakers, to challenge them.” And at the end of the Summit, Pacia said he hopes that the delegates will “runaway with the theme.”
As the venue partner, Subic Bay Metropolitan Authority (SBMA) Chairman and Administrator, Atty. Wilma Eisma, reiterated, “Subic stands out because of its people and its heroes… Subic is the gem of our country. Philippines is Subic. And we are all in this together.”
Infinite Returns
Keynote speaker Anselmo Ramos, co-founder and currently the chief creative officer of DAVID Miami, set the tone for what’s in store for the delegates during the four-day event with a “gutsy” discussion on Return on Ideas.
In his talk titled “The Art of Getting ROI is Trusting Your Gut,” Ramos, who has also held positions in Y&R, Lowe, and Ogilvy, said, “If you want a return on investment, put everything into your idea, because if it’s a great idea, it will get you money.”
Joining Ramos as first-day speakers include Mara Binudin Lecocq, founder of Secret Code New York, who will talk on “Return on Inclusion”; Lionel Carreon, global director, creative Recruiting at R/GA, on “Return on Identity”; and Facebook APAC Marketing Science Lead for Global Accounts Amit Chaubey, on “Return on Interest.”
Day two speakers are Katryna Mojica, chief executive officer of Ogilvy and Mather Hong Kong, to discuss “Return on Initiative”; Josy Paul, chairman and chief creative officer of BBDO India, for a talk on “Return on Inspiration”; Girish Menon, who is currently aiming to make digital service suite [m]PLATFORM operate in a relevant and accessible way for the APAC region, will talk on “Return on Impact”; and Francis Flores, the global brand chief marketing officer for Jollibee Foods Corporation, will talk about how to make a “Return on Intuition.”
For the last day, David Webb, who works with various entertainment brands regarding strategy development as Senior Director of Data and Insights at Turner Asia Pacific, will talk on “Return on Intelligence”; Google DoubleClick’s Head of Platform Sales for SEA Carl Nawagamuwa, will talk about “Return on Intent”; and vlogger and content creator Wil Dasovich, who creates content primarily around Philippine life and culture, will discuss “Return on Influence”. He will be joined by fellow Vloggers Haley Dasovich and Daniel Marsh, who create similar content, for a panel discussion and Q&A on the topic.
To cap off Ad Summit Plipinas 2018 is the Kidlat Awards of the Creative Guild of the Philippines. This is intended to institutionalize “Kidlat” as the country’s most prestigious creative advertising competition.
Organized by the Association of Accredited Advertising Agencies of the Philippines (4As), the third installment of Ad Summit Pilipinas welcomed more than two thousand delegates from across the region to Subic Bay.
The three-day event aims to challenge current perspectives on the way marketing campaigns are being evaluated and explore new ways of determining brand success that goes beyond the financial aspect. ASP 2018 is running until March 10 at the Subic Bay Exhibition and Convention Center.
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