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Writer's pictureNiñajane Ponpon

PUP ADPROS tackles ADPR's trends, future in final webinar episode

To prepare the students for what awaits them in the creative field, PUP Advertising and Public Relations Organization of Students (PUP ADPROS) uncovered the current trends, updates, and future of the ADPR industry in their third and final webinar episode entitled "ADPR Cultivating Artistry and Media Proficiency (C.A.M.P.): The Latest Quest" last July 23 via ZOOM and Facebook live.

Aiming to equip the future ADPR practitioners with the latest events and shifts in the industry, the organization invited industry professionals as the event speakers or camp masters who shared their knowledge and expertise about the three topics.


𝗪𝗵𝗮𝘁'𝘀 𝘁𝗵𝗲 𝗡𝗼𝗿𝗺?


In the first topic of the webinar called 'Rediscovering the Norms,' seven guest speakers from the ADPR industry shared the existing norms and jargon in the creative field through their recorded video clips. The said segment started with the first video clip of TBWA\Santiago Mangada Puno Account Director Tommy Halili, saying that the norm to them is the creative collective structure concept.


"Try and develop empathy as one of your key characteristics. [...] It will help foster a smoother, calmer, better, [and] healthier working environment," Halili stated as he noted that being in the ADPR industry requires working with different people.


On the other hand, Cheil Germany GmbH Senior Art Director Ysabela Maria Parungao said that 'clearing' is very important in the field as it helps align ideas being presented, especially in crafting their 'croquis' — a jargon term for a clear sketch of a proposed idea.


Meanwhile, behaviors brought by the pandemic and the changing media landscape are the things that should also be kept in mind when it comes to creating campaign strategies, said IPG Mediabrands Strategist Nori Villaruel.


Other guest speakers for this topic were MullenLowe TREYNA Senior Copywriter Paulo Dela Rosa, UM Worldwide Media Buying Manager Charmaine Costosa who tackled the importance of cost-efficiency, Oddefy Executive Producer Trisha Louisse Lacambacal who focused on advertising production, and Greenbulb Communications PR Manager Robyn Isabelle Cortez who imparted knowledge about the PR side of the industry.


𝗔𝗗𝗣𝗥 𝗶𝗻 𝘁𝗵𝗲 𝗡𝗲𝘄 𝗡𝗼𝗿𝗺𝗮𝗹


At the second part of the event entitled "Navigating the New Normal," Dentsu Philippines Former Country Human Resources Director Fabi Cariño tackled how the ADPR reimagined and embraced the new normal.


According to Cariño, the new normal poses challenges in the industry due to the problems encountered in some aspects like adjustments, mental health, flexibility, accessibility, resource allocation, and internet connectivity, among others.


She also noted that to embrace the new normal and address the challenges, they adapt to the new technology, realign their goals, and ensure quality and work excellence by reskilling, mentoring, and empowering their employees.


Thus, Cariño stressed to students, "Don't just look for a company that would offer you the best package, but look for a company that will also take care of you because you are the number one resource — not the laptop, not the computer, not the system."


𝗪𝗵𝗮𝘁 𝗮𝘄𝗮𝗶𝘁𝘀 𝗮𝘀𝗽𝗶𝗿𝗶𝗻𝗴 𝗼𝗻𝗲𝘀?


In the latter part of the webinar called 'Conquering the Future,' DDB Group Philippines Chief Culture Officer Anna Chua-Norbert discussed the bright future that awaits aspiring ADPR practitioners.


"The future is very bright for you, guys," Norbert emphasizes as she starts her discussion stating that traditional advertising agencies have turned into digital communication agencies with an expanded ratio of services and offerings.


Moreover, Norbert also presented the wide range of job opportunities that await future ADPR graduates, and said "you can even make your own title [here]." Opportunities for lifestyle, gaming, and e-commerce will also be the next frontier, which is why Norbert encouraged students to seriously look into this aspect.


Norbert ended her talk by quoting the quote of Bill Bernbach and by saying, "That is a challenge to all of you, to become shapers of the society and make sure that you use your powers to actually uplift it for the better because this is what the country needs now more than ever."


Meanwhile, prior to this final event were the first two webinar episodes of ADPR C.A.M.P held last May 6 and June 25 entitled "Discovering the Zone" and "Igniting True Grit." Both of these aim to cultivate and ignite students' knowledge and skills in multimedia for them to be capable professionals in the future.

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