Heneral Luna opens Ad Summit Pilipinas 2016


Ad Summit Pilipinas 2016 was formally opened last March 9 amid a flurry of lights, sounds, and a few choice words from some of the most prominent personalities in the country’s marketing communications industry. The Summit ran from March 9 to 12 at the Subic Bay Freeport Zone.

Leading the charge was Heneral Luna himself, John Arcilla, who led the singing of the Lupang Hinirang. Arcilla also delivered the introduction to Association of Accredited Advertising Agencies (4As) Chairman Norman Agatep, who welcomed delegates to the event with a speech about the roots of the word nostalgia, the connections between nostalgia, childhood, and play, and the question, “When was the last time you played?”

This was followed by a message from 4As President Golda Roldan, who ruminated on the balance of working hard with playing hard, juggling family and career, and how play can help one to be the best person they can be. “Let this be your playground,” she exclaimed, inviting delegates to, at least for the next few days, open themselves to meeting both old and new playmates and enjoy the Summit.

Ad Summit Pilipinas Chairman Alex Syfu tackled the concept of play in a more psychological sense, framing the Summit as a reminder of the importance of play in developing revolutionary, industry-shaping ideas. He also hinted at the speakers over the next few days, ending his speech by dedicating a few moments for the recently-departed advertising luminary Abby Jimenez. Subic Bay Metropolitan Authority (SBMA) Director Raul Marcelo also delivered a message of gratitude to the delegates and organizers for again choosing Subic as the venue for the annual Summit.

Asian Dragon - SBMA Director
SBMA Director Raul Marcelo

Culminating the ceremonies was MediaQuest President and CEO Noel Lorenzana, who delivered a keynote speech peppered with references to Tinder, YouTube, and various Internet memes.

“I know you were expecting MVP himself, but you got me,” he jokes, as an introduction to his keynote speech titled #SorryNotSorry—at its shallowest, a reference to representing MVP. But on a deeper, more profound level, #SorryNotSorry was an expression of the unapologetic spirit with which one dives into play, and reaps its personal and social benefits.

Lorenzana’s keynote centered on play as vital to adapting to today’s rapidly-changing world, by developing important skills such as decision-making, communication skills, and by making a person braver and more open to possibilities.

“At the end of the day, let us not forget that life is too short not to have a sense of play,” Lorenzana concluded, affirming the morning’s messages, and setting the Subic Bay Exhibition and Convention Center stage as the playground where speakers, sponsors, and delegates are invited to Come Out and Play.

Throughout the Summit, celebrities made an appearance, including GMA’s Eat Bulaga cast.

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