8th Integrated Marketing Communications Student’s Competition
Assumption College declared Champions in th 8th Annual Integrated Marketing Communications (IMC) Students’ Competition
The Philippine Association of National Advertisers Foundation (PANAF), the advocacy arm of PANA, has recently concluded its Annual Integrated Marketing Communications Students’ Competition, now on its eighth year.
The competition aims to provide students with the opportunity to develop a better appreciation of advertising, communications and promotions based on an integrated marketing perspective and how these fit into the process of marketing management. It also intends to increase students' sensitivity to social, cultural, and economic dimensions of international marketing.
The competition is open to all bonafide Communication Arts, Marketing or Advertising students nationwide. The students conceptualize, design and present an integrated marketing communication strategy for a product or service given in the marketing case. The award recognizes the students who have made the best use of the theories learned in school and who have applied these exceptionally well in drafting a campaign for the case provided.
This year’s theme, “Pinoy Franchising for the Global Pinoy” challenged the students to introduce and promote franchising and the Association of Filipino Franchisers, Inc (AFFI) to Overseas Filipino Workers (OFWs) and their beneficiaries. In their entries, the students must create an image that AFFI is an organization that is ready to help, assist, and pave the way for those who want to venture into franchising. Their IMC campaign must achieve at least a 3% sign-up rate from 15 million OFWs in a period of six months with a budget of 2.5 million pesos.
A prominent pool of judges coming from PANA-member companies, PANAF Board of Trustees, and advertising agencies selected the top five entries among the 21 schools who participated in this year’s competition. The finalists were the Assumption College, De La Salle University – Dasmariñas, Far Eastern University, Miriam College Foundation and the University of the Philippines in the Visayas.
The criteria for judging were as follows: Strategy (30%) - ability to create targeted, insightful, relevant and superior means of achieving marketing objectives and use of relevant research in strategy development, IMC Application/Integration (25%) - ability to come up with holistic and synergistic IMC plan based on strategy, Creativity (15%) - capacity to effectively & clearly execute copy, visuals & other communications materials based on the strategy, P&L and/or Marketing Metrics (15%) - ability to consider cost vis-à-vis investments, propose measure of results beyond sales and to come up with workable/deliverable plan, Documentation/Content/Presentation (15%) - organization & clarity of presentation materials and ability to defend during the Finals.
The Finals round was held last November 17, 2007 at the Centerstage of the SM Mall of Asia. Each finalist had a chance to present their IMC strategy and answer questions from the judges.
The distinguished Board of Judges comprised of Mr. Raul Alvarez - 2007 PANA President & AVP-Retail Services of PLDT, Mr. Rene Reinoso – SVP for Sales of the Philippines Daily Inquirer, Mr. Butch Bartolome - Franchise Developer and Consultant of the Association of Filipino Franchisers, Inc., Ms. Millie Dizon – VP for Publicity of SM Mart, Inc., Mr. Teddy Catuira – TV Commercial Director, Ms. Lizelle Maralag – Managing Director of Starcomm MediaVest with Mr. Jacinto (Tong) Puno – Managing Partner & Client Service Director – TBWA acting as Chairman of the Board of Judges. Spanky Enriquez was the event’s lively and engaging host.
Raffle prizes were given away during the intermission. In the end, Izza Advincula, Stephanie Louise Aves, Czarina Denise Flores, Camille Margot Flores and Celo Marie Clet of Assumption College, with their adviser Mr. Neal Tieng were declared Champions.
The 8th Integrated Marketing Communications Students’ Competition was co-presented by the Philippine Daily Inquirer, and sponsored by SM Department Store. Minor sponsors were Manila Broadcasting Company, Philippine Airlines, The Coca-Cola Export Corporation. Cooperating Sponsors were Alaska Milk Corp., Hapee Toothpaste, Havitall Vitamins & Minerals, Nestea Iced Tea, PLDT and Superferry. Best Western Hotel La Corona, Lemon Square, Lipton Iced Tea, Monde Voice Combo Sandwich, Penshoppe, Propel, Tivoli, X.O Candy and Unilever also supported the IMC competition.
Gallery
Previous Winners
| YEAR | SCHOOL/UNIVERSITY | MARKETING CASE |
|---|---|---|
| 2000 | Ateneo de Manila University | Sensodyne Toothpaste |
| 2001 | University of Santo Tomas | Revival of Apple Softdrinks |
| 2002 | Ateneo de Manila University | Soap – Head to Toe |
| 2003 | Polytechnic University of the Phils. | Doughnut |
| 2004 | University of the Philippines Diliman | “Buy Pinoy” |
| 2005 | University of the Philippines Diliman | Go Pinoy! Go Global! |
| 2006 | University of the Philippines Diliman | Islands For Sale |
| 2007 | Assumption College | Pinoy Franchising for the Global Pinoy |
9th IMC Student Competition
