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In 2019, PANA and the PANA Foundation share their vision of a new year of responsible brand development

In 2019, PANA and the PANA Foundation share their vision of a new year of responsible brand development

PANA: Synergy and Motion

"Mon favourite phrase synergy, "stated Chito Maniago, president of PANA this yr. "It's such an enormous phrase. It means activity, motion, collaboration, going forward. I feel for the moment we cannot work in silos anymore. Now, it's all about hyperconnection, with the ability to attain as many companions and allies as potential, because that's the only approach to stay actually related. "

Where Fernando represents senior leaders of the Association, Maniago intervenes as follows: the subsequent era of leaders, looking for to consolidate the facility base while creating and progressing. PANA's five-point day is about to 2019.

Worth Creation

What does being a member of PANA deliver to the desk? Maniago needs to answer this query by creating a group of learners who can share and examine notes with one another.As he says, "we want to promote a tradition of dynamism and empowerment."

Enlightened Management

" We need to strengthen our popularity of being the primary model association. We need to be the voice of the business, "says Maniago. As the face of the sector, PANA should characterize the considerations of its members and assert their rights. Maniago stated, "We want to verify what are the necessary issues managed or addressed and the way we will greatest help our business stakeholders."

Human Capital Improvement and Excellence

Along with the PANA is selling a studying setting for its members, and Maniago plans to make the secretariat accountable by stating: "This yr, my vision is for the members of our secretariat to be both generalists and specialists, I need to provide them with as many coaching and learning improvement alternatives as attainable, and on the end of the day there’s respect and integrity, and other people will see them as leaders. opinion in the business. "

He additionally needs to create a strong inner communication platform for all members the place the imperatives of the Affiliation are frequently shared.

Maniago additionally believes that it’s essential to Encourage individuals to interact in committees to seek out leaders among PANA members. Some members need to contribute to the business and just need an appropriate place to participate. This ensures a healthy network of value creators for PANA, at the start for the business as an entire.

Additionally it is essential to take heed to the wisdom of the PANA elders while remaining related. The previous presidents of PANA embrace the Council of Elders, which Fernando talked about in his interview. It’s a reservoir of experience and information in greatest practices, historical selections and institutional memory. Maniago needs to relay this to the younger group of practitioners and leaders, on the lookout for ways to make it relevant by raising the bar on targeted communications.

Networks and Links

This is the place the synergy elements in the place different organizations are involved. Maniago needs to discover partnerships with numerous local, regional and even international organizations to remain related and on the similar degree as one of the best.

One of many solutions is to discover the status of a non-profit association. "When it comes to sustainable improvement and company social duty, we want to be accredited by the Philippine Council for NGO Certification, the arms certification body for company social duty in the country," he says. . "For public relations, we hope to associate the Public Relations Society of the Philippines and the International Association of Communication Professionals," he provides.

Promotion of Accountable Brand Building

"The brand is more than a business of revenue," says Maniago. It refers to the model of the economic, social and environmental elements of the three-legged stool. It is very important become profitable whereas serving the group and preserving the healthy surroundings. Sustainability turns into the new concern past mere profit.

At the moment, she exceeds symbolic efforts. Maniago refers to the instruments of sustainable improvement of the United Nations. Corporations listed on the SEC at the moment are required to organize a sustainability report.

Good governance can also be essential. Maniago recognizes the extremely political context of as we speak and the necessity to navigate skillfully on this area. "All of those points of contact are hyper-connected, and on the end of the day you come back to your coronary heart, constructing the model," he says.

The PANA Home 2019

Along with the five-point program, there are four pillars developed in 2018 that rank NAPA tasks and activities this yr. These are communication, representation, learning and group.


Internally, communications is intended to offer a platform for synergy by way of inner communication channels, starting with PANA Edge and creating from there. There’s also the month-to-month basic meeting, the place the GMM committee strives to rigorously choose the subjects for discussion so that members stay inspired and knowledgeable. Outdoors, PANA communicates as a model for partnerships and membership, while remaining open to any favorable and complementary alliance.


"We now have arrange an official committee to deal with this challenge," says Maniago. "Whereas earlier than, all of the board of directors decided, we now need a champion for that. We need to strengthen this part of our brand home for the problems of the business and the safety of the model. "

He provides:" We have to proactively determine current issues and new points which will affect the complete business, in order that the attack and technique could be extra comprehensive – can proseso. For example, if we’ve got to concern position papers or interact a number of lawmakers even before a congressional listening to is held, we need to have two steps prematurely. "


The Brand Academy falls underneath this pillar, concentrating on practitioners of their first to 3rd years.After 2018, the committee thought-about additional tightening the modules, as some subjects might be merged.As all the time, the program ensures PANA an excellent new era of practitioners.

PANA additionally provides special workshops for executives, reminiscent of Brand Masters. "We would love to own this area," says Maniago, educated as a grasp class, Brand Masters goals for thought leadership by inviting specialists to provide their insights and recommendation on branding, such as the Paco Underhill speech in 2018, which drew many individuals.

annual business objectives, it must be an integral part of the boardroom agenda Collective possession, not just the advertising or communications group Enterprise is a shared perform.


Finally, the group gives alternatives for networking internally and externally, with events such as the PANATA Awards. "We're actually excited as a result of it's getting greater yearly," says Maniago. There’s also a number of committee work that needs volunteers. This yr, PANA has seven committees: members, the GMM committee, the PANATA committee, communications and brand administration, the Brand Academy, model masters, illustration, networks and links. Maniago concludes by stating: "2019 is a vital yr of consolidation and consolidation. PANA is a formidable group and can stay a drive to be reckoned with – we’ll serve the business and, finally, we’ll work to contribute to the general inclusive economic improvement of the Philippines. "

PANA Foundation: Knowledge and Values ​​

Blen Fernando had many different tasks for 2019, then she was asked to turn out to be president of the PANA Foundation once more, and she or he stated that with amusing.

Relating to reluctant leaders Go ahead, Fernando took over each time she took management roles at PANA and PANAF "Once I turned president [PANA] it was a very important interval, "she recollects," This is the yr that GMA7 left KBP, KBP left Advert Board in 2005. It was important because individuals have been saying that if we had mismanaged it, it was a goodbye to the unity of the business. "

The affiliation carried out a two-year historic research on Muddle, which revealed that the model recall in the Philippines was regularly reducing as an alternative of a sharp drop within the final research. Additional analysis is needed after more than ten years and could yield totally different outcomes with the expansion of digital and social media. Perhaps in the present day's viewers can watch just a few TV commercials. Fernando explains: "It is fascinating to notice that Filipinos seem to treat advertising (tv, print, radio, digital advertising) as a component of entertainment."

. This refers to advertisers' duties to most of the people, their shoppers and one another. The PANA Foundation's 2019 packages spotlight the very fact that it’s the duty of the "coronary heart" of the advertisers' affiliation.

This yr's program goes again to the acquainted setting of PANA Basis Home. The banner of providing leadership, recommendation and help to analysis, improvement and improvement of selling communications and associated areas in help of a accountable branding strategy. Three pillars underpin schooling, know-how and value formation.

Schooling: Go Where to Focus

The PANAnaw Scholar Competitors Competitors initially challenged students with case studies to market an imaginary model. Nevertheless, PANAF realized that it was equally essential to take extra socially relevant measures, opening the door to several prospects.

The IMC marketing campaign of current years promoted themes reminiscent of accountable tourism, health and well-being, disaster management and visitors administration. The profitable entries have been introduced to the relevant authorities departments, such because the Visitors Administration Bureau and the Metro Manila Improvement Authority – Shake Drills workouts and as we speak's survival kits end result from this contest.

This yr, Fernando goes even additional. "This time we should always perhaps revive PANAF wanting beyond personal faculties and students. In the course of the planning session, we recognized the elements that would help the country's long-term improvement. "

The annual stories of the Asian Improvement Bank identified key parts for improvement, which PANAF then grouped into three pillars. training, know-how and worth formation.

As well as, PANAF responded to a provincial need with The Roadshow for IMC for PANA (TRIP). PANAF Board members, who have been first executed in 2008, visited the provinces and arranged workshops and interviews. They visited Baguio, Laoag, Naga, Bacolod and Pampanga, among others. "We’re in our best once we exit of town," Fernando observes.

"We need to strengthen TRIP this yr. Youngsters from outdoors Metro Manila are so hungry for information. " There are academics as well as small and medium-sized entrepreneurs who want recommendation for constructing their brand. So, this yr's TRIP content addresses the fundamentals of selling and making a responsible model – invaluable information the place the necessity truly makes it really feel probably the most.

TRIP brings together brand builders from the town to the base and provides local students, academics and entrepreneurs. the idea of accountable advertising and, with it, more options for doing business, pursuing a career and even educating.

Fernando also needs to introduce a high school monitor for PANAnaw, challenging high school seniors, for instance, to make documentaries. on socially related points, comparable to HIV consciousness.

Know-how: digital presences and partnerships

For this pillar, PANAF explores the potential of the digital sphere for its advocacy. The business has modified know-how, additional creating the advertising and promoting sectors. Internally, many communications happen on-line, with publications similar to PANA Edge overlaying affiliation events and maintaining an lively digital PR presence on social media.

The Basis can also be exploring the potential for exploring alternatives with organizations comparable to Google Philippines. It’s hoped that such partnerships will use digital know-how to increase the Basis's packages and attain digital creators, especially these outdoors Metro Manila, who want advice within the space of ​​strategy. model.

Values ​​Formation: Cornerstones

2019, once more calling on advertisers to accumulate details about the seven core values ​​of the Philippines: love of God and respect for all spiritual beliefs; commitment to fact, honesty and justice; love of the nation and respect for national customs and traditions; respect for household, marriage or accountable parenthood; respect and concern for human life and the dignity and rights of all; respect for the regulation and authority and the promotion of self-discipline; and care and preservation of the surroundings. The contest begins in July of each yr and ends in November. The event is televised in January of the next yr by the ABS-CBN media associate. It’s in all probability the only competition on the planet to honor promoting media solely on societal values. For the second time in a row, PANAF's Blen Fernando will preside over the eleventh season of the Araw Awards, reinforcing the advertisers' partnership with the Philippine Advertising Basis, owner of the Araw Values ​​Awards.

There’s also the PANAF Youth Congress, where annually has a unique theme on the formation of values: accountable tourism (2018), world-class Filipinos (2017) and redefinition of success (2016), for example. Final yr's convention mentioned the long-term benefits of short-term income, acutely aware tourism and traveler-driven tourism.

"The constructing of the model final yr was for the most important model we’ve got: the Philippines. We’ll all the time come back to the creation of a responsible model, consistent with the preliminary mission of PANA, "concludes Fernando.

Particular person Volunteers

PANAF additionally wants more volunteers. "We realized that PANAF might invite passionate individuals to donate their time, talent and power to the inspiration without having to involve their whole firm," says Fernando Fernando. This opens up alternatives for particular person practitioners in the associated fields to offer again to society.

By Paul Catiang