By: Aliahcorr Balanon
Students from the Institute of Communications gathered at the SC Auditorium on May 6, 2025, to present their awards with their annual event entitled "‘ADgorithm: Power of Digital Influence." Photo Courtesy: AliahCorr Balanon
On May 6, the annual festival of AdSpeak makes its way with the theme ‘ADgorithm: Power of Digital Influence’ hosted by Beatrice Gumba and Carlo Gula. AdSpeak is a nationwide values-based advertising competition hosted by advertising students from the Colegio.
The first session of the event started with a speaker named Ms. Jessica Pag-iwayan, a Data Analyst at Manila Bulletin with a topic “Canceled or Resilient? PR in the Age of Digital Age,” discussing the role of a responsible citizen within “cancel culture,” where she said that it is a positive tool for job creation in PR. Regarding the question from a student “Yung PR role is to protect the client, saan po magdra-draw ng line to protect the client and hold the client accountable?” She highlighted that the duty of PR is to protect the client since they signed the contract. She ended her piece by saying “I got you shit,” a PR tagline.
For the second speaker, he is a Creative Director at Vogue Philippines– Mr. Jann Pascua, with a topic “Scroll-stopping Visuals: Designing in the Digital Age” he focuses on the doomscrolling where he said that an individual should only be spending 30 minutes a healthy average dose of social media. He said that effective content should make the people stop, look, listen and take action. He also provided key elements in creating visuals to make it effective because he proposed that, “Storytelling is the new king.” The talk ends with a distinction between art and design, stating that art is subjective.
For the second session and last speaker of the event, is Mr. Dan Jigsley Valdeavilla, a Digital Marketing Director at Ad Garlic Inc. He discusses a topic titled “Ctrl + Alt + Influence: How Influencer Rule the Internet,” highlighting that 86% of Filipino social media users follow at least one influence, significantly higher than the 22.6% global average. Aside from talking about Influencers, he also stated that AI won’t replace humans but people who use AI will have an advantage. He suggested that instead of fighting the evolution of Artificial Intelligence learn to use it as a tool. He concluded his talk with a quote, “Kapag na-wipe out ka ng AI, ibig sabihin mas magaling yung katabi mo gumamit ng AI.” He reiterated that the use of AI is currently being bigger so that the focus should be on balance.
AWARDING OF THE WINNERS
AdSpeak’25 offers 4 categories for this competition including Print Ad, TV Ad, Radio Ad and lastly Digital Ad. After an informative talk with the speakers, the event moved on to awarding of the winners including the viewing of their entries as well.
For each category, they have Top 5 that will receive a cash prize, certificate and a trophy.
For the list of winners, check it below:
PRINT AD:
CHAMPION: Pinocchio Paradox by Vian Rich Dela Cruz, Yanah Maxine Velasquez, Elduard Jovi Macaraig, Shinna Marie Gonzales, and Eon Marco Escoto (Colegio de San Juan de Letran)
1ST RUNNER UP: Rack&Roll (Polytechnic University of the Philippines)
2ND RUNNER UP: Bida Ang Abilidad (DLSU - Dasmarinas)
3RD RUNNER UP: Made In Suffering (Colegio de San Juan de Letran)
4TH RUNNER UP: JACKPOT! (Colegio de San Juan de Letran)
TV AD:
CHAMPION: Okay Na 'to by Aizen Dolim, Aldreich Pascual and Ramier Vincent Pediangco from Polytechnic University of the Philippines
1ST RUNNER UP: A HIT IS NOT A GAMBIT (Colegio de San Juan de Letran)
2ND RUNNER UP: Bugtong (Colegio de San Juan de Letran)
3RD RUNNER UP: Content (Polytechnic University of the Philippines)
4th RUNNER UP: Don't blame the clothes (City of San Jose Del Monte)
RADIO AD:
CHAMPION: Danas by John Stephen Capitol (Colegio de San Juan de Letran)
1ST RUNNER UP: High Standard (City College of San Jose Del Monte)
2ND RUNNER UP: Totoo o Tama? (St. Edward School)
3RD RUNNER UP: Walang Sala (St. Edward School)
4TH RUNNER UP: Ano Raw??? (Polytechnic University of the Philippines)
DIGITAL AD:
CHAMPION: Stain by Johnfil Crisjim Nunez, Edsel Gasmen, Ilyssa Panoy, and Tanshin Trinanes (City College of San Jose Del Monte)
1ST RUNNER UP: Dress to Express (Polytechnic University of the Philippines)
2ND RUNNER UP: Equality Holds Doors Open (DLSU - Dasmarinas)
3RD RUNNER UP: No Results (Polytechnic University of the Philippines
4TH RUNNER UP: Generate (DLSU - Dasmarinas)
In an interview with the project head, Hanna Enteria, they faced some challenges in doing the project due to their relatively small population within the organization, with this, their workload became quite heavy. “Coordinating everything with limited manpower was tough at times but we were able to manage it naman by working together and staying organized,” she shared.
The idea behind this year’s theme was to make AdSpeak more relevant and thought-provoking, especially in today’s digital era. They wanted to engage students in conversations around how algorithms, social media, and digital tools are shaping the world of advertising.
The goal of AdSpeak: ADgorithm is to help students understand the power and responsibility that comes with digital influence. With topics such as crisis management, art direction, and digital influence, we aim to prepare them for the fast-evolving landscape of advertising and media.