PANA’s THRUST FOR 2008:
To foster partnership within the advertising industry

The Philippine Association of National Advertisers (PANA), on its 50th year, recently held the induction of its new set of officers for 2008. The ceremony was held last January 31 at the Conservatory, the Peninsula Manila.

Ms. Charmaine Canillas (Advertising and Promotions Director, Petron Corporation), the new PANA President, leads the rest of the Board of Directors comprised of Vice President – Ms. Margot B. Torres (VP for Marketing, Golden Arches Dev’t Corp), Secretary – Mr. Jones Campos (Head–Public Relations, Globe Telecom), Treasurer – Ms. Maricar Yabyabin (Marketing Manager, Abbott Laboratories), Public Relations Officer – Ms. Yasmin Mallari (Integrated Marketing Communications Director, Coca-Cola Export Corp.) and Auditor – Mr. Charlie Manio (Advertising & Promotions Director, Cebu Pacific Air) and Directors – Ms. Abigail Chan (Vice President – Marketing Services, Citibank, N.A.), Ms. Yolanda Crisanto (Assistant Vice Presidnet, Metrobank), Dr. Karen De Asis (Marketing Faculty, De La Salle Professional Schools, Inc.), Atty. Danilo Macatangay (Director for Legal & External Affairs, Johnson & Johnson Philippines) and Mr. Joseph Pineda (Business Unit Head, Century Canning Corp.).

Reelected as PANA Foundation Chairman, Ms. Blen Fernando (VP Marketing, Alaska Milk Corporation) heads the PANA Foundation Board of Trustees comprised of Vice Chairman – Mr. Elias Micael III (SVP Strategic Sales Division, Loyola Plans Consolidated, Inc.), Secretary –Ms. Marilyn Pozon (Learning Development Manager, Monde Nissin Corporation), Treasurer – Mr. Joselito Yabut (President, Primax Broadcasting Network, Inc.) and Trustees – Mr. Elbert De Guzman (VP Marketing, STI Education Services), Mr. Arnel Doria (VP Marketing, Honda Cars Philippines, Inc.), Ms. Zenaida Iglesias (SVP/Country Head-Corporate Affairs, Standard Chartered Bank), Mr. Edward King (PR & Advertising Director, Philippine Amusement & Gaming Corporation), Mr. Robert Labayen (VP Creative Communications, ABS-CBN), Mr. Gary Pactao (Brand Manager, Philippine Seven Corporation), and Ms. Chere Yturralde (National President, Association of Marketing Educators)

In behalf of the Hon. Press Secretary Ignacio Bunye, Hon. Undersecretary Martin Crisostomo delivered the keynote address. He highlighted the role of the advertising industry as the government’s partner for social and economic progress. “I fervently believe that, with our collective efforts, we will be able to achieve our common goal of a stronger and more vibrant economy, a more empowered citizenry, and a robust, internationally recognized advertising industry.”

The Hon. Presidential Management Staff (PMS) Director-General Cerge M. Remonde led the PANA Board of Directors and PANA Foundation Board of Trustees in their oath of office. He extended his congratulations to the elected officers and implored the industry to work hand-in-hand with the government for the mutual interest of moving the country forward.

Mr. Raul Alvarez, in his outgoing President’s Report, talked about three kinds of ripples created by his leadership. One, for the PANA members, through the various activities implemented to help them improve their practices. Second is for the advertising industry, by being one of the leaders in the formation of the new Advertising Standards Council (ASC) and the substantial participation of PANA members in the recent Ad Congress. Finally, the last ripple is for the consumers through PANA’s commitment of upholding truth in advertising.

During the Induction program, Ms. Charmaine Canillas recognized the invaluable role of the other players in the advertising industry – the research companies, the advertising agencies, the production houses and media channels – and how they help advertisers to more efficiently and economically inform, influence and persuade the consumers to buy their products.

“This collegial relationship is integral to getting the message across so that the consumer can make the right choice. It is a symbiotic alliance that must be preserved. A partnership among experts where each one leverages on the other’s strengths; driven by mutual respect. We at the Philippine Association of National Advertisers are looking forward to a mutually beneficial relationship with our counterpart organizations in this most exciting industry – a world where professionals can break out of their silos to protect consumer’s right to know and to choose.”

To end her speech, she called on Mr. Raul Alvarez, 2007 PANA President, and Mr. Charlie Manio, Director in charge of the activities celebrating the golden year of PANA. Together, they unveiled PANA’s 50th Anniversary logo.

Service awards were given to Mr. Jun Alcantara and Ms. Grace Mercado, the PANA representatives who untiringly gave their time and service to the ACRC Hearing and Screening Panel. Further, special awards were given to the Philippine Daily Inquirer, the Philippine Star, BusinessMirror and Manila Broadcasting Company, the friends of PANA who believed in its projects and who gave their full support to the organization in 2007.