Adventures of a Diva Princess: Philippine Marketing Association

On September 19, 2019, the Philippine Marketing Association (PMA), the leading institution for marketing excellence in the Philippines, will bring about its new flagship conference, IPSUM, which is the first-ever, country-focused marketing event to be held at OKADA Manila in the Philippines. The inaugural conference will feature Japan and is entitled “IPSUM JPX: Marketing Exchange Japan.”

During the press conference that was held last August 29, 2019,PMA President, Ms. Faith Abano shared, “As we mark our 65th anniversary, the Philippine Marketing Association is especially proud to present the first marketing conference of its kind in the country.” She added, “Through IPSUM JPX, we realize our goal of creating a platform for Filipino Marketers to learn and exchange best practices from all over the world, so that, in turn, we can work together to further elevate the caliber of Filipino brands and entrepreneurship.”

It is a known fact that Japan is one of the Philippines’ strongest economic partners, and with IPSUM JPX it will highlight the long-standing relationship between the two countries; not only in business, but also in the way Japan has influenced culture, food, and fashion. As Jos Ortega, overall chairman of IPSUM JPX shared, “We are bringing great brands and great minds together for a creative exchange of ideas, best practices and innovations. The IPSUM JPX world stage will be bustling with energy, success stories and thought-provoking discussions.

So, what are the things we should expect on IPSUM JPX’s opening year?

Bring Together the Top Minds Behind Japanese Global Brands

IPSUM JPX will present an impressive slate of speakers that will feature the top Japanese global companies and divided into three Tracks, with industry leaders discussing Japan’s distinct Culture, Leadership, and Innovations:

JPX: Culture

Through the years, Japan has evolved into one of the most unique cultures in the world, marrying the traditional and the modern to create a completely new identity. IPSUM JPX aims to look closer at how Japan’s distinct customs and lifestyle practices have made globally recognized products and brands. From organization to hospitality, the Culture Track will host such speakers as Christine Dychiao, the First Certified Consultant of the KonMari Method in the Philippines; Takahiro Kimura, All Nippon Airways (ANA) Co. Ltd, Administration and Sales Manager; and Takashi Oya, Okada Hotel’s President.

There will also be a Panel Discussion on the passion for Japanese culture, moderated by Cholo Mallillin, Event Marketing Head of Toycon PH. Panelists for this segment will include Jerome Villanueva, the Founder of Voltes V Documentary; Dr. Blue Soon, an International Trainer on Pokemon-Go; and JJ Yulo, a Food Travel Organizer for Japan.

JPX: Leadership

A global leader in business, Japan offers a wealth of marketing and branding insights from their ways of doing business, best-in-class systems, and brand mantras that have made Japanese leadership a global force. At IPSUM JPX, attendees can look forward to hearing from Kazuhiro Ozawa, President and CEO of Canon Marketing (Philippines) Inc.; Ann Christine Palisoc, President of Philippine Wacoal Corp.; and Masako Okamura, ASPAC - Dentsu Aegis Network Philippines’ Executive Creative Director.

The Leadership Track will also include a Panel Discussion on Japanese cult brands in the Philippines such as Onitsuka, which will be represented by Christian Herradura, Co-Founder of the Onitsuka Tiger Shoe Club of the Philippines. This segment will be moderated by Carlo Ople, who is the Founder and Host of Unbox.ph, and the Vice-President for Digital Strategy and Consumer Disruptive Business at PLDT/Smart.

JPX: Innovation

Forward-thinking and solution-oriented, the Japanese are pioneers in developing new methods and ideas. Zeroing in on this spirit of ingenuity and its role in creating revolutionary products, IPSUM JPX will feature innovative companies that have redefined the Filipino retail experience. One of the brands guests can expect to hear from is Family Mart, represented by Henry Albert Fadullon, President of Philippine FamilyMart CVS.

A Gathering of world-class experience, education, and engagement all in one place.

Presented by the PMA, IPSUM JPX is a collaborative effort made possible by its partners: Salesforce, FamilyMart, Carlo Rossi, Casino Filipino, Maxicare, Okada Manila, Pagcor, and Rebisco Sandwich; Affiliates: Animo Magazine, Binary Digital Communications, Ex-link Events, Inspire Leadership Consultancy, Salt & Light Ventures, and TeamAsia; and Media Partners: Adobo Magazine, Business World, DOOH, DWIZ 882, 97.9 Home Radio, Manila Bulletin, My Inquirer, The Philippine Star, and United Neon Media Group.

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In Act II Scene VII of Shakespeare As You Like It, Jacques said, all the world’s a stage and all the men and women merely players. The same can be said in the world of Marketing, as a stage, everyone in it has its own role to play depending on their skills and talents and finding ways to elevate its successes and to bring marketing to a higher level.

For the longest time, the marketing environment is being disrupted with changing customer needs given the new digital landscape. How do big businesses improve their brands and not to be left behind in this digital world?

The Philippine Marketing Association, the team that brought you the first ever UnConference in Asia and the Philippines, Game of Marketing last 2017 is now inviting everyone to another conference with hundred speakers coming from international and local business. Aptly themed “The Greatest Marketing Man,” this year’s highly anticipated conference borrows from the popularity of the Hollywood movie The Greatest Showman.

In this conference, the one hundred speakers will gather together to share their marketing success framework, their learning and failures, and how they eventually brought their passion, values and beliefs to solve a consumer need and make the world a better place, while being in business in the process.

Here’s what to expect at the “The Greatest Marketing Man,” which will be held on August 9 and 10, 2018 at the Sofitel Philippine Plaza CCP Complex Roxas Blvd., Pasay City which were presented during the presscon held at Green Sun, Makati.

Want to see the who’s who in the world of Marketing belt out a song from Greatest Showman’s soundtrack before each talk? You’re in luck as this conference will have musical execution in nature to ensure that you will be highly engaged and involved in the entire conference;

Participants are expected to get up close and personal with the speakers during the break out sessions. This will be the perfect opportunity to network with industry leaders;

Participants are expected to learn from speakers with global perspectives and local success and failure stories that brought about better marketing decision making;

Perfect opportunity to network with various stakeholder groups in the marketing ecosystem;

At the conference PLENARY SESSIONS, top caliber regional speakers will talk about their experience:

The non-executive chairman of Air Asia X Dato Tan Sri Radifah Aziz will share her experience in marketing a low-cost airline
Filipino mix martial artist champion Brandon Vera will share his journey from being ainjured army man to become an MMA champion, and how he is now one of the marketing faces of One Fighting Championship
Flying in from the US just for this conference, Salesforce marketing director Andrew Antal will share how marketing needs to talk to customers on a one-on-one level, and how the right use of CRM tools and social media to engage consumers on a personal level;
Meet George Yang will provide how he started McDonalds in the Philippines, and how he grew a global brand in the local setting.

At the BREAKOUT SESSIONS, participants get to choose from the eight tracks that will be featured and will them to choose their given field of marketing interest and specialization, and also gives them an opportunity to interact with the experts:

Branding
CRM and Loyalty
Digital
Creative and Design
Media
Data and Research Sales
Distribution
Entrepreneurship

For more information, call the PMA Secretariat at 638 7700 or email nationalmarketingconference@philippinemarketing.net.ph

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This July, the Association of South East Asian Nations or ASEAN will celebrate its 50th year and since its inception it has proven to the world that they are a force to reckon with economically speaking. Statistics-wise, member nations have more lots to offer than any other country in the world like China and the North America. That is why in the 47th National Marketing Conference that will be held this year, the ASEAN market will be its main focus.

The ASEAN market is teeming with untapped opportunities for Chief Operating Officers and Chief Marketing Officers and their teams to make a distinctive entry into this emerging economic powerhouse within the Asian Region. Realizing an urgent need to spread this knowledge, the Philippine Marketing Association (PMA) set the theme of its 47^th National Marketing Conference (NMC) this year as, “Hello ASEAN”. The conference will feature stories and scenarios from top-tier business experts and practitioners, marketing masters and disrupters, including CEOs of Philippine, Asian, and global brands that successfully launched or grown their businesses in the ASEAN trade sphere. The event will happen on July 28-29, 2016 at the Marriott Grand Ballroom in Newport City.

The speakers will share their success stories and learnings from exploring and filling the gaps in the market. These insights will feature the strategies and tools that helped their companies conquer multiple challenges. Aside from the invaluable content that attendees will get from the conference and an accompanying trade exhibit, “Hello ASEAN” will feature the ASEAN Pavilion that houses the embassy representations from ASEAN member nations and other guest Asian countries.

“This will give our attendees opportunities to explore, on more concrete grounds, possible partnerships. These business meet-ups are fertile ground for networking, exchanges, developments, and partnerships,” PMA President, Ms. Pinky Yee shared.

PMA also teamed up with the No. 1 Business Channel, Bloomberg, which recently opened its Philippine office after establishing its partnership with TV5 Network Inc. and Cignal. Being the first business news channel to air on a 24/7 basis in the country, Bloomberg TV Philippines is now set to reach out to its audience by co-presenting PMA’s 47^th NMC.

“Bloomberg is really privileged to take part in the Philippine Marketing Association’s National Marketing Conference,” Vice President and Head of Channel Management for Cignal TV, Ms. Sienna Olaso shared. “It is our privilege to meet the people in the marketing industry, because our network’s presence in the conference will definitely do something good for Bloomberg. By the same token, we hope that Bloomberg’s integrity and credibility can lend itself to the success of the event. We are looking forward to meet everyone in the event and we are all excited in Bloomberg.”

Some of the speakers who are set to give their invaluable insights on the ASEAN market are, Philippine Airlines (PAL) veteran Jaime J. Bautista who has a long and credit-worthy record of professional service in the travel and tourism business. He recently assumed the presidency of PAL in October 2014 after the Lucio Tan Group took over management control of Asia’s longest-running airline.

Other Notable Speakers

Asian Brand advocate Joe Baladi brings his extensive experience in business communications across multiple geographies to the conference with his talk on How Asian Brands Can ConquertheWorld. This well- traveled marketing consultant is credited for shaping and repositioning major SME and MNC brands. He is a frequent speaker on the conference circuit, a regular guest on business television programs, and regularly contributes thought leadership articles to business magazines and newspapers across the region. As the CEO of BrandAsian, Joe divides his time in providing one-on-one business and branding advice and counsel to CEOs of some of the Asia’s largest companies.

Joseph “Chay” Cruel, currently the Vice President for Asia Brewery – Non-Alco Marketing, Business Development and International Business, is responsible for the popular domestic non-alco products such as Cobra Energy Drink, Absolute Distilled Drinking Water, Summit Water, Sunkist, Nestea, and Vitamilk. He spearheaded the international business and strategic partnerships for Asia Brewery.

Prof. Enrique Soriano is a Certified Professional Marketer and a PMA Agora Awardee for Excellence in Marketing Education who will examine the nature of Asian Family Businesses. As the Executive Director of the W+B Advisory Group, a Strategic Consulting Group servicing ASEAN corporate organizations on strategic leadership matters, Soriano will discuss growth in Asian family businesses, organizational change, and competitive strategies.

Angelica Suiza is the Chief Product and eCommerce Officer at Triple Pte. Ltd. With her expertise in omni-channel inventory resources optimization, she is responsible for providing category merchandising strategies for Under Armour in Southeast Asia as aligned with the company's aggressive global merchandising directions.

Lucien DyTioco is the Senior Vice President for Sales and Marketing at The Philippine STAR and concurrently heads the sales and marketing of the country’s leading business newspaper, Business World. He oversees the sales and marketing programs of The Philippine STAR across all platforms: from print, digital, and most recently, television. His presentation will cover the overall strategic direction of media conglomerates , through his company's own Brand directions, as they venture overseas.

PMA hopes to focus the spotlight on the ASEAN region, which is seen as the 3^rd largest consumer market after China and North America, but still overlooked by companies within the region. MNCs have been aware of this potential for sometime as even Euromonitor acknowledges this region as one the fastest growing markets in the 21st century. Through its theme “Hello ASEAN”, the 47^th NMC aims to shed light on these opportunities especially for those who are motivated by success and growth for their businesses.

For inquiries and or registration, please contact the PMA Secretariat at (+632)638-7700; (+632)634-5722 or email helloasean@philippinemarketing.net.ph.

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With the advent of the digital age, marketing has changed a lot. We are no longer bombarded with Brand X and Brand Y because we now know that we have so many options. Companies have to be innovative and come up with an effective marketing campaign that change the mindsets of consumers like us and build brands that we trusted. A marketing campaigns that embeds into our minds, ones that creates results and brings success not only for them but to their targeted consumers.

In the Philippines, one award recognizes these marketing breakthroughs. An award with a long history of recognizing the best of the best of Philippine marketing. It's an award that is highly regarded and the most prestigious. It is known as "The Oscars of Philippine Marketing". It's The Agora Award.

"The Agora Awards are a testament to the passion, dedication, brilliance and commitment of excellent individuals and companies in the marketing industry," says The Agora Drector in Charge Alpha Allanigui.

The Agora Awards started in 1979 to recognize outstanding efforts in marketing by individuals and companies in the industry. This was a project of the Philippine Marketing Association or PMA, and was one of the highlights of their silver anniversary that year. It was the brainchild of Guillermo T. Garcia, and was introduced under the leadership of then president Agustin Bengzon.

Now on its 36^th year, The Agora Awards continues this legacy of marketing excellence, and celebrates the programs and people who have created an indelible mark in marketing. People who are an inspiration to their peers as well as the younger generation. As Allanigui explains:
We wish to highlight that we have more professionals and companies to recognize in this field, and that the younger generation can have professionals to emulate and Filipino companies to be proud of.
The Agora Awards honor the best creative and strategic minds in the marketing industry. We hope that as we honor we can also build on the aspiration to be an Agora while thinking of having to give back to the Philippines. ” she adds.

The first Agora Awards had three categories, namely Marketing Management, Marketing Education and Entrepreneurship. Through the years, additional categories were added to include Marketing Company, Advocacy Marketing, Overseas Marketing, Export Marketing, and, last year’s new category, Marketing communication.

Recognizing the roles of entrepreneurship in innovating the marketing field, a category on Entrepreneurship was also introduced in The Agora Awards. Divided into 3 categories according to the size of business: Small-, Medium-, and Large-Scale, this category has been well received by Filipino entrepreneurs. A fact that can be seen in the number of entrants and nominees in the category these past years.

The PMA also recognizes the work of public figures who have marketed and advocated the beauty of the country and its people. With this as inspiration, the Honorary Agora Award will now be presented to individuals who have made great contributions in Nation-building. This Honorary Award is recommended by The Agora Committee and is only awarded upon the consensus and unanimous vote of The Agora Board and Awards Committee. This year, a distinguished personality will receive The Honorary Agora for Nation-Building.

Photo Credits: Mac Vasquez

The 36^th Agora will also be the venue for one of PMA’s programs, the Agora Circle Conference. Presided over by former Agora Awards winners, attendees of the conference will learn first hand the personal stories of the awardees on what inspired them to create their winning marketing campaigns. Their insights and talks are designed to inspire participants to apply these same lessons and strategies in their own businesses. Here, they will also discuss latest developments and trends in marketing.

The Agora Circle Conference is one of the initiatives that the PMA has brought back for The 36^th Agora. “This year, we decided to revive it, because we saw that people are really looking for avenues to learn more about marketing, its trends and innovations,” says Donald Lim, member of The Agora Awards board of advisers. “We saw that in the conference last July when a lot of people attended. They really wanted to get in touch with new marketing tips.”

This year’s Agora Circle Conference follows the theme “Fifty Shades of Marketing Darker.” Aside from former Agora winners, it will also feature some of the country’s best speakers, members of the academe, industry professionals and students discussing topics that are of interest to the local marketing industry. These include topics on branding, entrepreneurship, social responsibility, and technology. All talks shall be made available online to serve as a resource for marketing professionals and students.

“Marketing is all about being first, in any way and in any form,” Lim says. “Our challenge is to always innovate one’s self. Since the needs of consumers change, so should the products and services you’re offering.”

In its totality, The 36^th Agora – through its awards and the Agora Circle Conference – will serve as a beacon of marketing excellence. This is part of the PMA’s commitment to continuously uplift the country’s marketing industry and discipline.

Nominations for The 36^th Agora Awards are being accepted until September 8. 2015. For details and nomination requirement, visit www.theagora.ph.

For details about the 36th Agora Awards, visit www.theagora.ph. For information about the Philippine Marketing Association, visit philippinemarketing.net.ph.

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The Philippine Marketing Association (PMA) will hold the 1st Asian Marketing Leadership Summit (AMLS) at the Sofitel Hotel in Manila on July 8-9, 2015. The AMLS is the new brand of the annual marketing conference that PMA stages. This will be a gathering of marketing leaders in a summit where there will be more discussions and interactions.

It is every marketer’s goal to be able to control the market, making consumers believe a brand’s promise and behave favorably. But according to a marketing guru, to be in control, brands must first learn to submit. “Marketing is always about brands being dominant and consumers submitting. But in reality, every brand has to submit first because the submissive is the one who is in control,” explains Donald Lim, over-all chairman of the Philippine Marketing Association’s “Fifty Shades of Marketing.”

He further explains by citing Facebook as an example. While all brands want to engage their customers, some are afraid of setting up a Facebook Page because of the fear of getting bad feedback or comments. But Lim believes that should not be the case. “Creating a channel for interactive engagement with the market is an example of submitting to them. When you start submitting to your market, you will learn how to manage. Eventually, you will realize that you become the dominant.”

Theme of the Conference

This lesson in marketing is pretty much parallel to the premise of the book, “Fifty Shades of Grey.” Taking inspiration from the bestseller, the theme of this year’s 1st Asian Marketing Leadership Summit is “Fifty Shades of Marketing.”

To fit the theme even more, the association has invited fifty different marketing practitioners, each bringing what they know -- their own marketing shade. “We felt that every marketing person has his or her own shade of creativity and innovation. Basically 50 shades mean 50 kinds of marketing persons showing their expertise,” Lim said.

Participants could choose from three (3) different tracks like Branding, Media & Communication, and Digital. There will be speakers from government, showbiz, branding, digital, all talking about their marketing shades – how they solve their marketing problems and what makes their solutions different.

The summit is not only an opportunity for every marketer to grow and learn. It also serves as a venue for them to get to know fellow marketers. “Participants could learn as much by choosing the track that they want. They should also take this chance to network like they’ve never networked before,” advises Lim.

The event will be held on July 8 and 9 at the Sofitel Tent. Senator Chiz Escudero will deliver the keynote during the plenary session while Francis Kong will close the plenary. On day two, ABS-CBN CEO Charo Santos will open the session while the closing plenary will be an ABS-CBN Special Aquino & Abunda session with celebrity guests.

Breakout Sessions

Day 1: Branding | Media | Digital

Breakout Sessions #1:

· Success Secrets and Challenges Of Market Leaders

· Role of PR in the New Age Of Brands

· Digital Tools That Build Brand Success

Breakout Sessions #2:

· Bringing New Brands in the Philippines

· Future of Media Agencies

· Winning Through Videos

Breakout Sessions #3:

· Made In the Philippines, Made For the World

· Communications in Crisis

· Brand Domination through Social Media

Day 2: Creative Marketing | Below the Line | Innovations

Breakout Sessions #1:

· Marketing 3.0: Branding in the New Age of Marketing

· Effectiveness of Non Traditional Media

· When Business Models Disrupt

Breakout Sessions #2:

· Secrets of Creating Winning Brand Ideas

· The New Age of Fashion

· Secrets of Youtube Superstars

Plenary Session:

· A & A (Aquino and Abunda) in PMA

Follow the Asian Marketing Leadership Summit:

www.50shadesofmarketing.com.ph

https://www.facebook.com/50shadesofmarketing

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