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Subic Freeport to host country’s biggest advertising confab

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The country’s premier Freeport will host Ad Summit Pilipinas 2018, which will mark the return for the third time here of the biggest learning event in advertising and marketing industry in the country.

Subic Bay Metropolitan Authority (SBMA) Administrator Wilma T. Eisma and Norman Agatep, chairman of the Association of Accredited Advertising Agencies of the Philippines (4As), recently signed a memorandum of agreement for the holding of the conference at the Subic Bay Exhibition and Convention Center here on March 7 to 10next year.

Organized by 4As, Ad Summit Pilipinas is a biennial gathering of industry professionals that highlights discussions by some of the best in the world of advertising and marketing today, and also showcases a trade exhibit featuring cutting-edge business ideas, industry trends, and state-of-the-art technologies.

“It means a lot for us this vote of confidence from 4As and the organizing committee,” said Atty. Ramon Agregado, who is SBMA senior deputy administrator for support services.

He added that the decision of organizer to bring back Ad Summit Pilipinas to Subic shows a strong partnership between Ad Summit Pilipinas and SBMA. “We guarantee that we will work twice as hard to make the third edition of the Ad Summit a great success,” Agregado remarked.

With the theme “DIY Your ROI” (or do-it-yourself your return of investment), Ad Summit Pilipinas 2018 is said to challenge current mindsets on the way marketing campaigns are being evaluated. It will also explore new ways of determining brand success beyond the return of investment (ROI).

“What we hope to accomplish in Ad Summit Pilipinas 2018 is to open our eyes and minds to see the different ROIs that can helps us sharpen our measure of returns for our brands,” said over-all event chairperson Norman Agatep.

The event aims to examine ROIs through the lens of clever customization, where 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 world has changed today; it is not only the opportunity of measuring money, as there are lots of forms of return of investment to consider,” Agatep explained.

“If we look at a hammer, we only see a nail. But if we look closer, we will see ideas or innovations, or influence. Return of investment could be redefined as return of insights, return of intelligence or return of impact,” he noted.

As a convention tradition, Ad Summit Pilipinas will also be home to Creative Guild’s Kidlat Awards, which is intended to establish “Kidlat” as the most prestigious advertising competition in the Philippines, honoring some of the country’s enduring luminaries and most creative and excellently-crafted campaigns.

“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 added. (RAV/MPD-SBMA) PHOTO: SBMA Administrator & CEO Wilma T. Eisma and 4As Chairman Norman Agatep sign a memorandum of agreement for the holding of Ad Summit Pilipinas 2018 at the Subic Bay Freeport Zone in March next year. Witnessing the signing are SBMA Director Stefani Saño (right of photo) and members of the Ad Summit Pilipinas 2018 working committee. (AMD/MPD-SBMA)

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