EMPHASIZING THE EVOLVING landscape of integrated marketing communication (IMC), the San Beda Junior Market Association (SBJMA) hosted ADCON 2025 last November 22 at Abbot Lopez Hall with the theme, “Brand SYNC: Storytelling that Yields Next-Level Connections.”
The event highlighted contemporary developments shaped by technology and data-driven decision-making, catered to equip third-year marketing students to be “future-ready marketers.”
The activity opened with ADCON 2025 Co-Activity Chair Sofia Ilao delivering a message that explained the event’s theme, which placed focus on storytelling as both a “creative practice and a responsibility that helps build trust, foster unity, and inspire next-level relationships.”
The morning session began with keynote lectures and a panel discussion that provided the strategic foundation for the rest of the program.
Dr. Donald Lim introduced the increasing use of Non-Fungible Tokens (NFTs), describing them as digital identifiers recorded on a blockchain that authenticate ownership of digital or physical assets.
To illustrate their relevance, Dr. Lim presented case studies showing how NFTs are now being applied across different industries as part of emerging digital systems.
The discussion continued with insights from ID8 Public Relations Officer Daniel Aguiting, VML Manila Group Creative Director and Head of Art Javey Villones, and Media Meter Business Development Director Angelene Buenaventura, who discussed how developments in technology shape strategic planning, creative execution, and the measurement of IMC campaigns.
They emphasized that authenticity, integrity, and responsible storytelling are critical in IMC, especially when communication systems “rely heavily on data and digital behavior.”
InsiderPH founder and Chief Executive Officer Dax Lucas then shared the publication’s journey, explaining how digital-first platforms like InsiderPH expand brand touchpoints and offer organizations more targeted ways to communicate their narratives.
During the afternoon session, the top three IMC teams presented their marketing solutions to the event’s case sponsor, GoTyme Bank.
IdeasXMachina Hakuhodo Managing Director Dame Madamba then served as the final keynote speaker, highlighting the importance of adaptability and agility when navigating the ongoing developments within IMC practice.
GoTyme Bank Creative Services Head Elpee Abias led the panel of judges, along with BYD’s Rafael Tanteo and ID8’s Aguiting, in the selection of a winning entry.
The IMC plan titled “Own Your Tyme” was selected as the winning entry among 19 submissions. The team consisted of Christel Mendoza, Mark Ong, Ram Tantamco, Lyka Villano, and Katrina Yrorita.
Reflecting on the event, Activity Chair Krystiane Durana and Co-Activity Chair Neilsen Batecan noted that ADCON 2025 provided an “opportunity to reflect on how strategies, purpose-driven creativity, and responsible storytelling must truly be in SYNC.”
SBJMA noted that this year’s ADCON reflected a synchronized vision, collaborative creativity, and a continued commitment to “advancing IMC excellence within the Bedan community.”
(with Bianca Ashley L. Bitanga and Sofia Lorainne Ilao)