Leo Burnett Manila wins creative duties for Philippine Ad Congress

The 22nd edition of the Philippine Advertising Congress will take place in November.

The agency will now be responsible for communicating this year's congress' theme - 'The Game-Changing Generation'.

"Leo Burnett's campaign insight captures the game-changing proposition as it inspires," said Merlee Jayme, Ad Congress creative committee chair.

Managing director Raymond Arrastia and ECD Raoul Panes who spearheaded the Leo Burnett team said they presented a game-changing engagement strategy that included messages to intrigue congress participants, delivered in unique and unexpected channels with the promise of an unforgettable ad congress experience.

"Our strategy strongly counts on the very challenging opportunity of game-changing the Ad Congress experience because there is more to it than just the venue," explained Arrastia.

This year's event will be held in fast-rising tourism hot-spot Camarines Sur in the Bicol region of Luzon. Panes added that the agency's campaign insight stems from the fact that game-change starts small and eventually grows, as reflected by many icons of this generation.