PANA: A Golden Celebration
By: Erika Guarino

In this age of modern day capitalism, advertisers have been a cast into the shadow of notoriety. Critics say that their money, which mostly sustains mass media institutions, are the invisible gatekeepers of what can and cannot be seen, heard or read. Such criticism has painted a picture of hardcore, callous capitalists whose only concern is financial gain.

Fortunately, there is the Philippine Association of National Advertisers (PANA) to provide both human and humane faces to what is usually just perceived as a cold-hearted industry.

The Philippine Association of National Advertisers (PANA) is a non-profit, non-stock, self-regulatory organization committed to upholding ‘truth in advertising.’ According to their website, it was founded in 1958 and was ‘formed by advertisers for advertisers.’ It is supposedly the only organization ‘that unites the users of advertising.’ Today, its membership comprises every major industry in the country.

For 50 years now, PANA has been providing a human face to what is oftentimes just perceived as a heartless corporate world. The organization is, in fact, built on four very humanitarian principles - 1.) the belief that advertising is an important factor in the economic survival of the country; 2.) the belief that consumer interest is priority at all times; 3.) the belief that advertisers should strive to gain public confidence by promoting just and honest practices; and lastly, 4.) the belief in the betterment of advertising standards and practices.

April 24 marked the first day of PANA’s 50th year anniversary celebration. To mark their 50 golden years in the industry, the theme for this year’s celebration is ‘Free to Know, Free to Choose.’ Held at the Tropezz Bar and Restaurant in Greenbelt 3, the event was well-attended by representatives of each member organization. Pru Life UK’s contingent was composed of Senior Manager for Brand and Communications Lora Lee Reboton, Brand and Communications Specialist Roulee Jane Calayag and this writer. That day, PANA gave the floor to their special guest presenter, the United Print Media Group (UPMG). UPMG is the country’s leading association of more than 200 print media titles. Entitled ‘The Creative Power of Print’, the presentation was discussed by Ricky Alegre, Vice President for Corporate Affairs of the Business Mirror. He presented the various aspects of the local print industry - trends, advantages and prospects of the print medium amidst constantly changing times and consumer preferences. All in all, Mr. Alegre was hopeful and positive about the future of the oldest medium of communication.

As in any fine corporate gathering, the remainder of the day was devoted to raffling off prizes, generously contributed by member companies. The following day, PANA’s golden anniversary celebration was officially launched at the Centennial Hall of the Manila Hotel. To commemorate the historic occasion in true PANA style, a wine and cheese party was held where guests were given the chance to sample 50 exquisite wines, symbolic of the organization’s 50 years of existence. The night was marked by good food, entertainment and more attractive raffle prizes.

In this consumer-oriented market, advertising practitioners need not be viewed as the proverbial big, bad wolf. On the contrary, organizations like PANA serve to remind us that advertisers can be and are the consumer’s guide in navigating through the incessantly changing and expanding market.

A Dose of PANA History

In 1956, Robert Hinchman, Jr. and Anacleto del Rosario actively pursued the gathering of advertising practitioners to form an organization. Their efforts were not futile for on January 30, 1958, the Philippine Association of National Advertisers was born in a general meeting of representatives from 42 companies. The association’s 11-member board was also elected on that historical day.

The PANA Logo

"Integrating an eye, a man with outstretched arms, and a protective canopy - a fluid interaction of elements to convey PANA’s commitment to public service and perceptiveness to Truth in Advertising, the consuming public which PANA seeks to serve, and the major mass media. The single color reinforces the concepts of truth and service, unity of the organization, and exudes an ever focused forward thrust. The new logo has broken free of the traditional rectangular border to illustrate the dynamic spirit of the Association, its continuing evolution, and its steady pursuit of excellence."