PANA at 50:
Proud and True

It was a dazzling night of fine wine and elated spirits. Philippine Association of National Advertisers (PANA) – the illustrious organization standing at the cutting edge of Truth in Advertising, had just turned 50. And as befits an organization of such storied stature, a grand celebration at the Manila Hotel was held last April 25, 2008, dubbed Vintage PANA: 50 Years of Truth in Advertising.

After half a century of helping advertisers stay true to their customers, and aiding the consumers stay true to their favored brands, PANA stood every inch the proud torch bearer of the best in the Philippine advertising industry.

But one may ask, “What is the flavor of a 50-year vintage?” That once-in-a-lifetime taste was given to the luminaries of Philippine advertising present, with a speech from one of the members of the founding board of PANA, Mr. Jesus Tanchanco, Sr.. In a spirit of reminiscing, Mr. Tanchanco narrated how, “a group of men, boldly driven by a unified goal to do what is best and necessary for the country, came up with PANA.” Quoting a philosopher, Mr. Tanchanco went on to say that “The merit of originality is not novelty, it is sincerity,” and that the founders of PANA had always been sincere and firm in their purpose, which the association continues today. And this purpose is nothing less than the “promotion of consumer welfare” and the “commitment to Truth in Advertising.”

Heartfelt addresses from PANA’s 50th Anniversary Chair, Mr. Charlie Manio, and 2008 PANA President, Ms. Charmaine Canillas, took center stage, sweetened by a hint of nostalgia by the heartwarming presence of past PANA Presidents. In his speech, Mr. Manio enjoined all those present “to be true to the promise to be champions of what is true, fair and uplifting,” and, “to put the interests of our consumers to the fore, to be thoughtful and considerate of the needs of our markets.” Ms. Canillas, in turn, shared how PANA “will soon be a member of the World Federation of Advertisers, an international organization of national advertisers” and “the only global organization representing the common interests of marketers.”

A historic Certificate of Appreciation was given to the illustrious Mr. Jesus Tanchanco, Sr., who was only 27 years old, and the youngest member, when the first PANA Board was founded half a century ago. Vintage PANA was hosted by television’s comedic duo Ariel and Maverick. Soothing, sophisticated bossa nova sounds serenaded the PANA revelers, courtesy of Elke. And the roster of guests made the ballroom a veritable pantheon of advertising luminaries.

All those present were treated to a very sumptuous buffet dinner, which was served courtesy of the generosity of the Manila Bulletin. Goldilock’s Bakeshop provided the occasion with a traditional treat: a special 50th Anniversary cake, brought onstage in the presence of the PANA Board. PANA President Canillas led the candle blowing on behalf of the current Board members.

With a touch of well-earned pride, Ms. Canillas had the whole gathering on their feet as she made the ceremonial toast. Standing behind her, proudly holding aloft their wine glasses, were the current roster of PANA officers. Theirs was a historic term, for it coincided with the 50th Anniversary of the association.

As with any anniversary celebration, Vintage PANA looked back at years past. But ever the association for which the best years are still to come, PANA set its sights on its most promising future. And that can only be a future where Truth in Advertising shall continue to be its battle cry. For PANA, the Filipino consumer will always come first, and the Philippine advertiser will always be relevant.

Vintage PANA was presented by the Philippine Association of National Advertisers (PANA) and Manila Bulletin. Major sponsors are Coca-Cola Export Corp., GMA Network, PAGCOR, Petron Corporation, and Smart Communications, Inc. while minor sponsors are Bayan Telecommunications, Inc., Procter & Gamble Distributing (Phils.) and Unilever Philippines, Inc. The cooperating sponsors are Fonterra Brands Philippines, McDonald's Philippines, Shakey's, SM, STI Education Services Group, Toyota Motor Phils. Corp. and Wyeth Philippines, while event donors are Abenson Group of Companies, Airfreight 2100, Anson’s Group of Companies, BusinessMirror, Canon Marketing Phils., Cebu Daily News, Citibank, Consolidated Distillers of the Far East, Enchanted Kingdom, Evergood Unlimited (Imarflex), Excellence Appliance Technologies (Fujidenzo), Globe Telecom, Goldilocks, In-A-Jiffy Enterprises, Jardine Distribution, Johnson & Johnson, Lucerne Jewelers, Maclin Electronics, Mandarin Oriental Manila, Manila Ocean Park, Nestle Philippines, OAAP, Philippine Daily Inquirer, Red Ribbon Bakeshop, Roadrunner Network, Rustan Marketing, Sanyo Philippines, Sony Philippines, Superferry, The Peninsula Manila, The Philippine Star, TVP Dental B Corp., Wilcon Builders’ Depot and Zunic Health & Beauty Corp.