From April 27 to 28, the UPV Little Theater became an avenue for creativity as fourth-year BSBA Marketing students of the University of the Philippines (UPV), under the advisorship of Asst. Prof. Maria Theresa Albaña, led participating students and professionals on a journey of discovery with ADCON 2024. Driven by the theme “LikhAdvertising: Behind the Artistic Scenes of Creative Marketing,” the conference put a spotlight on art and culture as forces that can inspire impactful campaigns.
Conceived by the late Prof. Joseph Edward Idemne in 2001, what was initially known as AdCamp began as a student-led activity and a major requirement for the course BA 178 (Seminar in Marketing Management). Now in its 24th year, this student-led, non-funded project has evolved into the Advertising Conference (ADCON), which has become an annual tradition for young marketers.
The event was formally opened by UPV Chancellor Clement C. Camposano, who emphasized the power advertisers and marketers hold in shaping culture as it shapes them. The first talk of the day was given by UPV Assistant Professor Frances Anthea Redison on “GlobaLikha: A Deep Dive into Culturally-Sensitive Marketing.” In her talk, Assistant Professor Redison reminded participants that to be culturally-sensitive is to be gender-sensitive, and that the key for a campaign to be labeled as such is to collaboratively work with communities.
The session was followed by a talk by Ms. Monette Quiogue of Bookshelf PH, where she highlighted the power that books hold, stating that writing a book establishes one as a thought leader. The ADCON 2024 stage was also graced by Ms. Eulah Araullo from Canva Philippines, who shared her expertise in creating appealing social media advertisements. One highlight of the day was the MaLikhain Workshop, facilitated by Ms. Araullo, which gave participants the opportunity to create brand kits for the partner MSMEs of ADCON 2024.
On its second day, ADCON 2024 shifted its focus to magazine publications and digital media, featuring engaging discussions from Ms. Audrey Carpio, Features and Culture Editor of Vogue Philippines. Ms. Carpio shared the creative processes behind their viral cover stories, mentioning that stories don’t always have to be huge; they simply must have the goal of making people see things in a new light.
Ending the morning session, award-winning director and UPV Associate Professor Kevin Peter Amado Piamonte shared the link between advertising and film, and how the techniques used in filmmaking can be applied to advertising. Piamonte emphasized the importance of storytelling, and that in order to tell a compelling story, the truth must be found first. He stated, “The truth will make us tell the story.”
Beyond the intellectual discourse, ADCON 2024 was a display of cultural immersion. Different MSMEs were invited to be part of the ADKultura’t Sining Trade Fair and ADCON Business Exhibit (ADBEX), showcasing the richness of Western Visayas craftsmanship. ADCON 2024 was also a vibrant show of talent and artistic expression. It began with the Dinagyang performance by Tribu Pan-ay on Day 1, followed by performances by UPHSI Harana Club and Kapawa School of Performing Arts on Day 2. The Oblation Plaza also underwent a transformation, serving as a runway for the ADCON CultureXAdFashion Show, where the promising young local talent of 15 fashion designers from ISAT-U Fashion and Wellness Department & BSFDM students were displayed.
With over 200 attendees from across Panay Island and Western Visayas, ADCON 2024 drew participants from as far as Bacolod and Antique. ADCON’s reach and impact were also amplified, thanks to the partnership and collaboration with the private and government sectors, especially with Cornelius Magnate Enagement & Consulting as co-presenter, and 3M Philippines Inc., Post-it®, Scotch®, Beauty Essentials Facial Care Center, Café 9:04, Carlo’s Bakeshop, Citadines Amigo Iloilo, Dois Seafood & Big Plates, Grab Iloilo, Stella PH, and Tuna Mayo DAO as the platinum sponsors.
More than just a marketing event, ADCON 2024 also stands in support of cultural preservation and social advocacy. In commitment to these causes, the organizing committee pledged to donate a percentage of its sales to its partner beneficiaries: Kikik Kollektive - an artist collective that connect communities together through their art to inspire social change, and Panay Indigenous Culture Advocacy Group (PICAG) - a group dedicated to preserving and promoting Panay indigenous knowledge systems and practices.
ADCON, with the support of the UPV College of Management, will continue to be an avenue not just for learning and advancing skills, but also as a space to nurture the capacity of students and professionals to become catalysts for change. Carrying the spirit of collaboration, ADCON will forge stronger connections with its community, weaving together the shared stories and collective efforts to create a society where everyone thrives.
