Let’s Play! Future Creatives Take the First Move at 22nd AdCongress

In an industry where every move counts, the 22nd Advertising Congress (AdCongress) challenges the next generation of creatives to stop observing and start playing with purpose. Happening on January 26 to 28, 2026, at Bulwagang Balagtas, 4/F NALLRC Building, PUP Sta. Mesa, AdCongress 2026 delivers a three-day learning experience where strategy, creativity, and confidence collide.

Anchored on the theme “Let’s Play!”, this year’s congress reimagines advertising and public relations as strategic board games – ones that reward sharp thinking, adaptability, and well-timed risks. It pushes participants to treat every brief like a board, every idea like a move, and every decision as something that can change the outcome.

This mindset comes to life through four major forum events, each conceptualized and led by senior-year student blocks—turning familiar game worlds into reflections of real industry challenges.

TAC TIC ’TO: Creative Tactics with AI in Play explores how artificial intelligence is reshaping creative strategy, prompting students to think faster, smarter, and more deliberately in an increasingly tech-driven landscape.

AD Jungle: A Journey through the Wild Trails of Production Design dives into the controlled chaos of production—where adaptability, teamwork, and problem-solving are key to surviving tight timelines and real-world constraints.

MarkADo: Winning Ads on the Board centers on strategic planning and competitive thinking, emphasizing how insight, positioning, and precision can turn good ideas into winning campaigns.

Meanwhile, Go Big or Get Bitten: Hanggang Saan Aabot ang Kapal ng Mukha Mo? challenges participants to confront the role of confidence, risk-taking, and visibility in the creative industry—because playing it safe rarely changes the game.

More than a lineup of talks, AdCongress 2026 is a student-led platform for growth and collaboration. The event is open to bona fide freshmen, sophomores, and juniors of the Bachelor in Advertising and Public Relations program, while also spotlighting senior students as they demonstrate the depth of skills they have honed throughout their academic journey.  Students from marketing and communication-related programs within and beyond PUP are also welcome, reinforcing AdCongress’s commitment to inclusivity and shared learning.

The congress culminates on January 28 with a recreational and closing activity—celebrating creativity, collaboration, and the collective effort that defines AdCongress year after year.

Because in advertising, success isn’t left to chance – it’s earned by those who know the game, trust their instincts, and aren’t afraid to make the move.

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