12
t he p h i l i p pi nes
Disbanded
MANILA It was a milestone celebration and wake at the same time when umbrella industry body AdBoard was disbanded at what was its 40th anniversary in late October. AdBoard’s ignominious end came two years after member associations started taking an indefinite leave of absence, beginning with the Philippine Association of National Advertisers in November 2012. At a glittering gala at the Manila Polo Club filled with music, entertainment and a look back at AdBoard’s historic moments and mark its disbanding, industry chiefs spoke of the Trade Council of the Philippines, which launched this year, as a venue for industry partners to discuss advertising trade practice concerns on a per need basis. However, Trade Council convenor Blen Fernando clarified that the council was not a replacement for AdBoard. “There’s no organization that will take the place of AdBoard... all of the functions
The road To closure adobomagazine
Association chiefs toast and close AdBoard at 40th anniversary party, push ahead with Trade Council
of AdBoard are now existing in different organizations that are working well and efficiently. We will not put up another AdBoard, so there will not be a structure, there will not be an office, there will not be a secretariat,” she told adobo. Fernando described the Trade Council as “a system, not a structure”, through which associations may discuss particular issues. She explained that associations with issues to discuss can call the convenor and state their concerns, after which the convenor will call a meeting only between the parties concerned, allowing only those involved to have a say. In a speech at the anniversary party, Fernando added: “Over the recent past years, there has been talk of disunity and confusion. Perhaps it was purely borne out of the changes in the environment, the need for our businesses to survive, the many new challenges that did not exist in the 70s or even the 90s. Perhaps we were not listening enough
Founding partner
2007
november
2012
The Kapisanan ng Brodkasters ng Pilipinas (KBP) resigns.
unprecedented and absence, citing the need for “perspective to be more bold and our vision for the industry and our industry association partnerships”.
November-December 2014
february
2013
to each other. Maybe we were myopic, maybe we were sentimental, or just plain complacent. “Whatever the reasons are, this is the opportunity and the best time to bring back the trust amongst the various associations and to strengthen the partnerships despite our differences in business goals,” she said. AdBoard’s disbanding has divided opinion. There are concerns that while the council would serve as venue to deal with industry issues, its lack of legal status would result in a vacuum, paving the way for government to step in. There were also worries that without a structure, office or secretariat and legal standing, the industry would struggle to represent itself when necessary before Congress, for instance. The issue of resolving ownership of AdBoard’s sizeable financial assets and who would collect future dues to fund the Trade Council were also raised.
Following issues surrounding the election for AdBoard seats, the 4As, another founding member, takes a leave of absence, noting that “the AdBoard as an institution has lost its relevance and purpose”.
june
2013 Pointing to earlier pullouts, the Advertising Suppliers Association follows suit, saying it could not justify staying without PANA and the 4As.