Student entrepreneurs shine at ADCON 2025; MSU JMMA champions innovation in marketing

General Santos City – Thirty-seven groups of sophisticated and witty student entrepreneurs tenaciously attended the annual Advertising Congress (ADCON) 2025, spearheaded by the Junior Marketing Management Association (JMMA) of Mindanao State University - General Santos City (MSU-GSC), held at the university gymnasium on May 17. The event aimed to uplift young entrepreneurs by engaging them in marketing and advertising activities.

With the theme “Where Concepts Become Creations,” each group showcased their state-of-the-art creations—from food and non-food products to application services—competing in advertising showdowns, exhibit showcases, and product pitching, all while recognizing the creativity of young entrepreneurs.

Furthermore, three renowned speakers shared their expertise on creating compelling advertisements for market-ready products.

©JMMA MATAHOM CREATIVES

Loud Whisper of Simplicity

In her lecture, Mary Christ D. Canapit-Paparon, MBA, LPT, emphasized the power of simplicity in digital advertising, aligning with current trends in the business world.

“In digital advertising, less is more, and simplicity strengthens storytelling,” she shared.

She referenced the digital story ads of Jollibee’s #KwentongJollibee series, prioritizing emotional connection over flashy effects and transitions.

“In a world full of noise, simplicity stands out. In advertising, we don’t need to scream—we just need to connect,” she pointed out.

Canapit-Paparon highlighted the importance of evaluating the elements of digital advertisements and how these elements connect with the target market.

“We should evaluate whether we need visuals, more space for emotion, or if we are telling a story or pushing a product,” she explained.

She concluded that the most powerful message is often the one that whispers.

Authenticity of Luxury Brands

Mr. Agustin M. Untal Jr., one of the branch managers of Mandaue Foam Industry Inc., shared his insights into advertising luxury brands such as made-to-order accessories and garments.

“There is an authentic representation of a product if it is featured in magazines such as Vogue,” he stated.

He emphasized that print ads symbolize the actual product that is being sold in the market.

“Print ads are becoming like antiques because more people now engage with digital ads. That’s why it’s more meaningful when a product is shown in its physical form,” he added.

Print advertisements, he explained, have the power to captivate a consumer at first glance by showcasing the product’s beauty.

“When someone sees a product worn by a model or celebrity, they feel the urge to buy it because their idols use the same product,” he said.

He stressed that even in their simplest form, print ads convey quality, elegance, and style.

“It’s easy to advertise some products in print media because it signals quality, is easily noticed, and influences trends in fashion and class,” he pointed out.

Leveraging Short-Form Content

Louie Pacardo, Creative and Operations Manager of Nomadik Media, delved into the world of short-form content as a current trend in advertising and entrepreneurship.

In his talk, he explained that short-form content emerged from TikTok, typically spanning zero to ninety seconds.

“The dominance of short-form videos was remarkable during TikTok’s rise, followed by Instagram Reels, YouTube Shorts, and Facebook Reels,” he said.

Pacardo discussed how digital content today is influenced by what he called “TikTokfication.”

“Humans nowadays have a short attention span. If something doesn’t catch their interest immediately, they scroll past it, making the advertisement ineffective,” he observed.

Due to this phenomenon, minimalism has become a trend, emphasizing simplicity and a single clear focus.

“Clarity and focus allow a concise message to gain retention and create a premium feel,” he noted.

From Creativity to Creation

ADCON 2025 served as an annual platform for showcasing products and services developed by young entrepreneurs. The event highlighted their talents and skills in marketing and advertising.

Through ADCON, participants from various colleges came together to present their entrepreneurial innovations, building remarkable presentations in the world of business and marketing.