Breaking new ground: Ad-mazing Prod redefines advertising tech at the 20th AdCongress

    LifestyleEducationBreaking new ground: Ad-mazing Prod redefines advertising tech at the 20th AdCongress

    Over the years, AdCongress has proven itself in its relentless pursuit of excellence in the PUP-DAPR community. The recently concluded 20th AdCongress, which occurred at Claro M. Recto Hall, PUP Main Campus, from February 13–15, 2024, proved to be a milestone event, bringing together a diverse array of professionals, thought leaders, and enthusiasts for a week-long insightful discussions, engaging activities, and learning opportunities.

    For its 20th edition, the organizers geared up for the event with the central theme “ADPORTAL: Traversing Through the Maze of ADPR Innovation.” In line with this year’s seminar, BAPR 4-3D students, also known as 3DENT, made their entry, “Ad-mazing Prod! Integrating Tech Advancements in Advertising Production.” The seminar was filled with inspiration and excitement and was graced by three amazing industry professionals who shared their valuable insights aligned with the seminar’s theme, which was attended by hundreds of participants from different partner organizations and universities around the Greater Manila Area.

    Ad-mazing Prod Recap

    As the seminar progressed, each speaker provided valuable insights by bringing their unique expertise to the forefront. McCann Worldgroup Philippines copywriter Ouel Babasa discussed the fusion of tradition and cutting-edge technology in advertising production, highlighting the importance of truth in crafting creative concepts, stating, “As part of a creative agency, our ideas are firmly rooted in truths—truths that captivate and resonate deeply with audiences.” Meanwhile, JL Marfori, senior lead multimedia specialist at MullenLowe Treyna, navigated the complexities of technical production across TV commercials and digital platforms in his session, and shed light on the significance of content creation, affirming, “As the content creator behind the camera, your role is crucial in capturing and conveying the essence of each brand’s personality in a genuine and compelling manner.” Lastly, Dylan Pizarro, head of technology & optimization at McCann Worldgroup Philippines, illuminated the path towards the future of technological advancements in advertising, and articulated the role of artificial intelligence as a baseline in the industry, noting, “Nothing replaces human creativity, human instinct, and human feelings. This underscores that although AI enhances idea generation, it can never fully replace the ingenuity of the human mind.”

    Partners Behind the Scenes

    The resounding success of the seminar was made possible through the generous support and collaboration of its esteemed sponsors and partners. Hartman Communications, leading the charge as the major brand sponsor, stood alongside esteemed sponsors such as Kape Pa More, Arts to Prints PH, LYC Studio, Répliqué, and Nature Spring, whose unwavering support contributed significantly to the seminar’s success. Furthermore, the seminar reached new heights through the amplification efforts of different media partners, including IKOT.PH, Wazzup Pilipinas,, POP!, Be An Inquirer, Edge TV Philippines, Gadgets Magazine, The Philippine Star, and Explained PH.

    Beyond sponsorship and media support, Ad-mazing Prod fostered collaboration with academic and interest organizations, such as Ateneo Collegiate Society of Advertising, UMak Student Multimedia Organization, Bulacan State University Advertising Guild, PUP College of Business Administration Student Council, PUP Taguig – Junior Marketing Association, DLSU-SLIFE- JEMA, PUP Circle of Research Enthusiasts, PUP College of Communication Student Council, PLM Mass Communication Students’ League, UST Tiger Radio, Adamson University Falcon Radio, Bulacan State University Laurel Publication, and The IRID3SCENT, whose involvement enhanced the seminar’s impact and solidified its place as a grand endeavor in the seminar’s collective journey. 

    The seamless integration of tech advancements in advertising production showcased during the seminar exemplified the dedication to innovation and excellence in the field, offering attendees invaluable insights into the future of advertising.

    Stay updated about the future endeavors of 3DENT by following its social media accounts. For inquiries and potential collaborations, reach out to them via email at [email protected]. Let’s continue to push the boundaries of innovation together until the next AD-venture!

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