Much has been said about marketing and its importance in Friday’s undeniably consumerist world. Beyond being about advertising and going after the quick buck, marketing is essentially about exchanges and interactions between people, involving products, services and ideas.

 

This was clearly conveyed by all of the participants of the 14th Philippine Association of National Advertisers Foundation (Panaf) Pananaw Integrated Marketing Communications (IMC) Students’ Competition.

 

This event is an annual student competition that highlights integrated marketing communications through meaningful, relevant and timely topics. Participants conceptualize, design and present an integrated marketing communication strategy that develops them to become socially responsible marketers.

 

On Nov. 22, the final leg of the Pananaw Competition where the five finalists went head-to-head, was held at the Unilab Bayanihan Center in Pasig City.

 

This year’s case study, obesity, is in support of the Department of Health’s   campaign to raise awareness about the obesity rate in the country, and to focus on reducing obesity in children. It was a game of creative delivery and sheer wit, as the top five teams presented their campaigns before the judges.

 

Champion

 

University of the Philippines Diliman was crowned this year’s overall champion.  This outstanding achievement marks the school’s seventh overall championship and fourth consecutive victory. The champion team is composed of the following students from the UP Virata School of Business: Anna Beatrix de la Torre, Julia Patricia Herrera-Lim, Anne Frances Lee, Joaquin Alonzo Narciso, Nina Isabel Gerodias, Elizabeth Shie, Jeanina Melissa Tee and Julian Anton Yao.

 

Coached by professors Luis Diego Lee, Manuel Manuel III, James Ryan Jonas and Nicardo Falcis II, the team was lauded for their skillful and substantial presentation.

 

The UP Diliman Team’s campaign, titled “Hataw Hero,” highlighted two important factors: proper nutrition and an active lifestyle.

 

Fusing nutrition and activity to raise obesity awareness was the team’s winning edge. But more than anything, good ol’ hard work, camaraderie and selflessness were the armors that led the Diliman bunch to the gold.

 

“I really loved how the team pulled strength out of each other. That was our edge,”  Lee says.