Country’s Advertising Council Inducts 2024 Board, Announces Self-Regulation Landmark Celebrations

Every year the Ad Standards Council marks its transition by welcoming its new set of Officers and Board Directors. During induction ceremonies held 19^th March 2024 at the Makati Diamond Residences, the ASC had new items slated this year on its agenda.

The designated private sector organization in the country that upholds responsible advertising content, ASC creates and abides by a Code of Ethics and Standards developed and approved by its 7 association members for safeguarding consumer interest. Functioning within its unique and resilient self-regulation model—defined as an organization running on its own codes, rules, guidelines without intervention from external bodies—the ASC members include Association of Accredited Advertising Agencies of the Philippines (4As), Digital Marketing Association of the Philippines (DMAP), Kapisanan ng mga Brodkasters ng Pilipinas (KBP), Media Specialists Association of the Philippines (MSAP), Out of Home Advertising Agencies of the Philippines (OHAAP), Philippine Association of National Advertisers (PANA), United Print Media Group (UPMG), represent key association in the country’s market communications sector.

Keynote speaker and Inducting Officer Darlene Berberabe, Dean of the University of the Philippines, College of Law, led into office the 2024 ASC Board comprising representatives from the member associations, namely:

Michael P. Atienza – Chairman
Philippine Association of National Advertisers (PANA)
AVP – Consumer WiFi and Mobile Advertising, Smart Communications, Inc.

Herman Z. Basbaño – President
Kapisanan ng mga Brodkaster ng Pilipinas (KBP)
VP/COO-AM Division, Bombo Radyo Philippines

Golda A. Roldan – Vice President
Association of Accredited Advertising Agencies (4As)
CEO, Wunderman Thompson

Daryl V, Abueva – Secretary
Out of Home Advertising Association of the Philippines (OHAAP)
Chairman of the Board, Advertising Associates, Inc.

Miko David – Treasurer
Digital Marketing Association of the Philippines (DMAP)
President, David & Golyat

Reena Francisco – PRO Internal
President, Media Specialists Association of the Philippines (MSAP)
Managing Director, IPG Mediabrands Phils.

Vivienne A. Motomal – PRO External
United Print Media Group (UPMG)
AVP-Sales & Advertising, Journal Group of Publications

Norman A. Agatep – ASC Director
Association of Accredited Advertising Agencies (4As)
Managing Director, Grupo Agatep Inc.

Noel Galvez  – ASC Director
Kapisanan ng mga Brodkaster ng Pilipinas (KBP)
President, Vanguard Radio Network

Mike Garcia – ASC Director
Association of Accredited Advertising Agencies (4As)
Managing Director, Ogilvy & Mather Phils., Inc.

Ruperto S. Nicdao Jr. – ASC Director
Kapisanan ng mga Brodkaster ng Pilipinas (KBP)
President, Manila Broadcasting Corporation

Christine C. Roa – ASC Director
Philippine Association of National Advertisers (PANA)
Group Head of Marketing & Communications, Ayala Land, Inc.

Robert C. Simborio – ASC Director
Philippine Association of National Advertisers (PANA)
Executive Director, PANA

Manning the ASC Executive offices are Digna D. Santos, Executive Director; Roberto A. Aligada, Ad Content and Operations Manager; and Erwin O. Furagganan, Compliance Manager.

Dean Berberabe, who played a pivotal role in the review of the ASC Code of Ethics at its inception, says, “There is the synergy of the self-interest of a business to promote sales and interest in ensuring that the self-regulation system works. It is a symbiosis of two very different interests. One must look out for oneself, and yet to survive, one must also look out for the interest of the advertising industry.” [For more on this story: provide link to Keynote address piece]

This year, ASC will celebrate the 50^th anniversary of the establishment of self-regulation. Initiated in 1974, this unique model allows the country’s advertising and marketing sector to function within its own rules and regulations thus protecting creative and business processes to remain in the hands of its able stakeholders.

The highlight of the induction event was the launch of the 50^th anniversary celebration of the establishment of self-regulation. Starting 2024, this multi-year celebration will acknowledge landmarks in achievement, as well as honour the catalysts and creators of Philippine self-regulation. As Chairperson of the event, Jun Nicdao of KBP said, “The true power of self-regulation lies not just in its ability to foster creativity, efficiency and growth, but also in its capacity to empower and connect consumers, uphold ethical standards and form meaningful collaboration that transcend boundaries and unite us in our shared mission.”

According to Nicdao, “The event aims to renew the industry’s commitment to self-regulation, to celebrate achievements, and chart the course for the future built on the values of integrity, responsibility, and excellence.”

While buzz is building over this series of events and initiatives will involve activations led by volunteers from the ASC member groups. A leadership summit is slated for Q3 led by Bobby Barreiro as Chairperson.

Nicdao also announced that, “The celebrations will also promote values formation through the resurgence of the Araw Values Awards led by Chairperson Blen Fernando that recognize and honor works with standards of integrity, responsibility and excellence.”

As ASC is self-regulatory, with functions revolving across its membership, ASC also works closely with government entities that dispense IRRs requisite to advertising and marketing of regulated products, for example the DOH and FDA for pharma brands; DTI for promotions and other trade functions, DILGs for strict compliance with use of government branding; DICT and NTC, BSP, PAGCOR, and MTRCB to name a few.

2023 ASC President Golda Roldan, representing 4As delivered several highlights of her term that includes the full implementation of the ASC online application system, and the highly anticipated updated Code of Ethics and Standards ready to roll out.

“I commend the Technical Working Group for their invaluable time and contributions in shaping a more robust and responsive set of standards that will help guide our industry with integrity and accountability. After two years, we are ready to implement and share to our industry partners.

Let us reaffirm our collective resolve to uphold the highest standards of professionalism and accountability. Together we will continue to navigate the evolving communications landscape with courage, conviction, and compassion ensuring that ASC will remain a beacon of excellence and integrity for many years to come,” said Roldan.

Roldan also announced the change in ASC management with the pending retirement of current Executive Director Digna Santos. Set to step into the role is current Operations and Ad Content Manager Robbie Aligada effective 1 September 2024.

Of Aligada’s appointment, Roldan said, “Your leadership will undoubtedly steer the ASC towards cultivating a dynamic and resilient team towards even greater heights of success