MSAP 2015: A lesson on confluence

MANILA, Philippines — Last April 13, 2015 the Media Specialists Association of the Philippines (MSAP) launched their second media congress at the Newport Performing Arts Theater in Resorts World Manila. At this event, dozens of media agencies, brands and organizations converged to learn more and discuss one relevant topic: confluence. 

Armed with the understanding that media is a constantly evolving entity, this year’s MSAP Media Congress centered around the theme of rethinking and reshaping the changing face of media today. The 2-day congress featured an impressive lineup of forward thinking leaders as well as pioneers in modern media solutions all of whom offered relevant insight, practical advice, as well as a fresh take on the meaning of confluence. 

Literally speaking, confluence refers to the “junction of two rivers,” or “an act or process of merging”. In this case, confluence referred to the meeting of the great minds of the advertising and media scene, as well as the convergence of ideas, innovations, and even platforms. 

Among the key influencers who left the audience with words and wisdom were the likes of Hon. Ramon Jimenez, Jr., Secretary of the Department of Tourism; Eugenio “Gabby” Lopez Jr., the Chairman of the Board of ABS-CBN Corporation; and Ruth Stubbs, CEO of iProspect at Dents Aegis Network (DAN) Asia Pacific. 

Some of the key insights gathered at the summit were the pertinence of amazing content that “breaks the clutter” of the hodgepodge of ads we see today; the importance of reaching the right audience with the right ad at the right time; and the convergence of different media platforms, old and new, to stay updated and relevant. 

Brands like Coca-Cola Philippines and McDonald’s also shared consumer insights as to how they made their brands into everyday household names. And once again, it all comes down to a matter of amazing content. Margot Torres, SVP for McDonald’s believes in ‘the power of telling a story” in influencing culture. That way, brands can forge stronger relations with their customers.

Think you know what it takes to be relevant in the media industry? Be on your toes and keep your ideas fresh by participating in the conversation. The MSAP Media Congress is scheduled to happen every 2 years, updating you on what’s new in the world of Philippine media. —Rappler.com