Plansem Special
The official publication of UP Advertising Core
Summer 2012
the limit does not exist
Seven years of Advertising Core influence Eunille Santos
Just like in conceptualizing advertisements, establishing a brand identity is vital to gaining success, and that’s what Farrah did. During her term from 2008-2009, she wanted to establish and strengthen AdCore’s brand identity as the only student-run advertising agency in the university. She was able to achieve this through coming up with innovative projects and sending representatives to advertising and marketing competitions joined by the UP College of Business Administration. The ground-breaking and pioneering Teenspeak competition, an idea-generation contest, was actualized the year after, becoming one of the most-awaited events in the university today.
Photo by Nikko Pascua The Plansem proper began with the a discussion of the basics of AdCore, along with getting familiar with our vision, and subsequently, the direction we’re headed to for our seventh year.
This year’s slogan is pegged to be as iconic as Lindsay Lohan’s line in that unforgettable and defining math competition scene in Mean Girls. Surpassing the limit towards infinity… Conceived after the AdCore Planning Seminar (Plansem) last April 28 at Real Cove Resort Antipolo, “Ad Infinitum” emerged as this year’s slogan after a majority of the members selected it from the shortlisted choices. “We came up with several slogans in the planning seminar but there was no eureka moment. The ideation process requires thinking, and waiting, and thinking even more, and waiting for that idea to come,” said UP AdCore president, Gelo Avendaño.
The grassroots It has been an annual tradition to come up with a year-long direction and slogan that will guide the organization throughout the year. “[It] helps us determine what we want to achieve and accomplish by the end of the year,” as quoted from the presentation made by the Execore. “[It] ensures the growth of the org particularly in areas it may be lacking.” Throughout the years, AdCore has been pulled into different directions, varying from the situation and circumstances of the moment. Farrah Rodriguez, Adrian Manlapig and Jhanette Co, former presidents of the organization who were also present during the Plansem, shared some of their own experiences during their terms.
Year five president Adrian took-off from that point and wanted to sustain and “exponentialize” AdCore’s growth, thus the slogan “To the fifth power.” The Federation of Advertising Organization was then established as a means to connect with organizations from different universities. AdCore was also able to gain the trust of different clients including Unilab and the University Student Council, acting as the promotions arm of the University Job Fair. “But then the challenge for me was ang baba ng attendance ng members,” year six president Jhanette said. That’s why “Step into the Core” became the battle cry of the organization for 2011. The direction then was to intensify the members’ and applicants’ involvement. AdSchool and AdVance became more intensive, and the application process, more meticulous. ‘The direction is ad infinitum’ “…For a week, we continued thinking and waiting until Jedo told us, the ExeCore, continued on page 2