PANA Foundation Revitalized

The Philippine Association of National Advertisers (PANA) is the biggest and oldest non-stock, non-profit organization that unites the users of advertising belonging to every major industry in the country. Composed of more than 300 member companies, PANA recognizes and fulfills its role and leadership in the advertising industry as a self-regulatory body that is committed to the promotion of “Truth in Advertising”.

In 1980, PANA established its very own foundation to serve as its advocacy and industry relations arm. The PANA Foundation (PANAF) aims to have a society that is aware of, involved, and empowered in tackling issues relevant to its well being with regard to the advertising industry, and to take on a pro-active stance on national issues affecting consumers and the general public.

Three years ago, the Foundation was revitalized to be more responsive to the needs of the times and to make philanthropy a permanent part of its mission.

Through its annual Integrated Marketing Communications (IMC) Student Competition Awards, college students from all over the country are given the chance to conceptualize, design, and present an IMC plan that incorporates the different communication theories learned from school into a strategy that is well-worth using for an actual marketing campaign.

The competition brings together some of the country’s top marketing leaders and gurus to inspire the minds and hearts of the young and self-motivated students while challenging them to face up to the industry’s shifting needs and advancing standards. It attracts more than 1,000 students in attendance and dozens of schools as contestants and is perhaps the biggest student competition in the country.

PANAF’s advocacy of furthering the marketing profession is enhanced by a partnership with the De la Salle University – Graduate School of Business (DLSU-GSB) for a Diploma Course in Integrated Marketing. The objective of the program is to develop the student’s planning and creative skills in harnessing the potentials of integrated marketing communications tools towards effectively carrying out their company’s marketing strategies.

High caliber marketing and advertising experts have been invited as guest speakers for the various modules. Their indisputable knowledge on the subject matter honed by years of involvement in the industry will surely make room for best practices, comprehensive discussions and exchange of ideas. Former PANA President and PANAF Chairman, Mr. Roberto “Bobby” H. Sumulong, is this year’s program director. He is joined by Mr. Agapito “Jun” G. Alcantara of Asia Brewery who was appointed as the over-all course facilitator.

Starting this year, PANAF shall have a speaker’s bureau at the disposal of schools requesting for resource persons to share best practices in the advertising industry. The foundation will also embark on an advertising road show that will educate small and medium businesses on advertising ethics and practices in key cities all over the country.

With PANA as host to the best minds in the advertising industry, harnessing that pool of talent to be of service to the country shall find its realization through PANAF. With the team of PANA and PANAF, the coming years will surely see a more revitalized and socially involved organization.

The PANA Foundation, under its own Board of Trustees, has for its members not only current PANA member-company representatives but even former PANA members who have retired from corporate world or have gone into their own businesses and friends of PANA who come from the business sector or the academe.

Former PANA president Ms. Blen M. Fernando (VP – Marketing, Alaska Milk Corp.) has been elected as chairperson of the PANA Foundation (PANAF) for 2007. She leads the PANAF Board of Trustees composed of Vice Chairman – Mr. Roberto F. Banaag (First Vice President – Corporate Communications Dept., Plantersbank), Secretary – Ms. Gigi J. Tibi (Marketing & Visual Merchandising Head, Golden ABC, Inc. (Penshoppe)), Treasurer - Ms. Ma. Elena M. Dayrit (President, Gold’s Gym.), P.R.O – Mr. Robert Labayen (Vice President – Creative Comm. Mgt., ABS-CBN Broadcasting Corp.), Trustees –, Ms. Cristina D. Esguerra (Division Manager-Marketing Services, Ayala Land Inc.), Dr. Leonardo Garcia, Jr. (Professor, De La Salle University), Mr. Charlie B. Manio (Advertising & Media Director, Cebu Pacific Air), Ms. Grace Mercado (Marketing Services Manager, Commonwealth Foods Inc.), Ms. Marilyn C. Pozon (Marketing Services Manager, Monde Nissin Corp.), and Mr. Manuel P. Quiogue (President, GMA Mktg. & Productions Inc.).