ADCON 2024, the BSBA Marketing students’ annual conference opened on April 27, 2024 at the Little Theater, UP Visayas in Iloilo City featuring industry experts as guest speakers.
Monette Quiogue, the co-founder of Ambidextr and Bookshelf PH, engaged in a discussion at Little Theater, UP Visayas in Iloilo City on April 27, 2024 as part of the BSBA Marketing students’ annual conference —ADCON 2024 with its theme, LikhAdvertising: Behind the Artistic Scenes of Creative Marketing. In its 24th year, it explored the synergy between art, culture, and effective campaigns. Ms. Quiogue’s topic, LikhaRatura: The Transformative Art of Narrative Marketing, dwelled on the idea that writing a book not only establishes one as a thought leader, but also expands on one’s grasp of marketing strategies through avenues such as book marketing, content marketing, and partnerships.
The event was spearheaded by Prof. Maria Theresa C. Albaña, and was organized by the 4th-year BSBA Marketing students from the University of the Philippines Visayas. Speakers were invited to discuss various aspects of creative marketing. The first speaker, Director Frances Anthea Redison, with her topic: “GlobaLikha: A Deep Dive into Culturally-Sensitive Marketing,” highlighted the importance of being aware of gender and culture when having collaborative work with different communities.
The discussion was followed by Ms. Monette Quiogue’s topic, “LikhaRatura: The Transformative Art of Narrative Marketing” in which she addressed key questions such as why one should write a book, how to begin the writing process, what message to convey, when to initiate the endeavor, and where to sell the finished book. Ms. Quiogue also mentioned that the most straightforward route to personal and professional growth lies in reading, highlighting the need to write books for people who aim for this growth. In her talk, she noted that by writing a book, you establish yourself as a thought leader where one can establish authority, reach diverse audiences, educate markets, develop strategic partnerships, and generate leads and sales — which are all beneficial in the business field.
Her discourse also underscored the importance of creating a proficient team to assist with the process of publishing a book. Notably, she highlighted Bookshelf PH as an online publishing platform and content marketing agency that specializes in promoting and printing books authored by Filipino writers, making it an invaluable resource for authors seeking support in their publishing journey. With its dedication to championing literature reflecting Filipino values and ideals, Bookshelf PH not only offers publishing services. It also assumes the role of a cultural envoy, magnifying the narratives of Filipino authors worldwide. This pinpoints the potency of thought leadership and storytelling in marketing endeavors.
To wrap up the insightful sharing from the speakers, the first day of ADCON 2024 was concluded with a workshop by Creative Lead for Content Partnership at Canva, Ms. Eulah Araullo with her “MaLikHain Workshop,” which dealt with creative approaches and techniques in marketing.