19th AdCon focuses on creating lasting relationships with iGeneration

By: Emme Rose Santiagudo

The senior marketing students of University of the Philippines Visayas (UPV), in partnership with UPV Marketing Society Incorporated, will hold the 19^th Advertising Conference (AdCon) on March 29-31, 2019 at District 21 Hotel, Iloilo City.

This year’s AdCon focuses on how to create lasting relationships with the iGeneration.

As marketers, Gino Luistro chairman of ADCON 19 emphasized the need to strike an emotional connection with the consumers in their entire journey.

“We need to strike an emotional connection with the consumers in their entire journey in order to build long-lasting relationships that will not only just be profitable but can also impact the way they live,” he said.

This year’s ADCON be focusing on creating lasting relationships with the iGeneration, according to Luistro.

“We modeled our line-up of talks in a way that it covers targeting the consumer through the entire journey: through the mind, the heart, then the action,” Luistro added.

Themed “Brilliant Minds, Brave Hearts, Bold Actions: Creating experiences and cultivating relationships for the iGeneration”, the conference aims to develop and enhance the skills of students in Advertising and Marketing through plenary talks, interactive breakout activities, and a case competition.

Vice Chairperson for Internal Affairs of AdCon, Danielle Alecando said some of the topics would tackle the difference between the iGeneration from the millennial and will provide a guide for the marketers in connecting with the iGeneration.

“The topics would include, the iGeneration and Micro-moments. This topic will tackle the difference between the iGeneration from the millennial and the importance of micro-moments to this generation.

Moreover, there will also be talks about, Marketer’s Ultimate Guide to Connecting with the iGeneration which will specify things that must be kept in mind and things to avoid when marketing to the iGeneration,” Alecando said.

The event hopes to attract around 250 participants who are college and senior high schools’ students in the city, educators and young professionals engaged in the fields of marketing, advertising, media and public relations.

At the end of the conference, Alecando said they hope to teach young marketers to develop the skill of crafting strategies anchored on building long-lasting relationships to the iGeneration.

“More importantly, we envision ADCON to be a value adding experience to aspiring marketers and to anyone in the region who’s eager to learn and be agents if change in the future. We want future business leaders to be equipped with the necessary tools to disrupt the norms, and impact the people in their respective communities,” she added.