Agenda
21 May 2026
8:00 AM
Registration
8:50 AM
Welcome remarks
9:00 AM
[Opening fireside chat]
The new rules of being seen: Steering visibility, resonance, and cultural momentum in the Philippines’ content ecosystem
- Examine the shifting dynamics between cultural behaviour, creator ecosystems and AI-guided distribution, and how they collectively define which stories rise in the Filipino content landscape.
- Understand the new gatekeeping forces shaping visibility, from algorithmic curation to community-driven amplification, and what this means for brands competing for attention and belief.
- Learn how trust is now earned through relevance, resonance and timing, as people, platforms and systems jointly influence what audiences choose to watch, share and follow.
9:45 AM
[Case study]
What zero-click discovery and an AI-powered ranking mean for the future of content strategy
- Unpack the reality of zero-click consumption in the Philippines and why content now needs to perform where it is found, not where you hope users will land.
- Discover the new hierarchy of visibility created by AI-ranking systems and what it means when platforms become the first evaluators of your work.
- Redesign content for answer-led discovery, from metadata and structure to creative cues that help algorithms surface, understand and elevate your stories.
10:15 AM
[Panel discussion]
Making content count when algorithms decide the journey
- What happens when AI becomes the recommender; how brands win trust with both platforms and people as AI engines mediate discovery.
- Examine how fragmented media habits create invisible layers of influence, and why understanding these pathways unlocks deeper content reach and relevance.
- Identify the storytelling choices that strengthen trust with people and platforms, ensuring your content feels meaningful enough for algorithms to elevate and audiences to stay with.
10:45 AM
Morning break
11:15 AM
[Case study]
Signals, not slogans: Why data patterns are becoming the new creative brief
- Recognise the difference between real audience signals and surface metrics, and determine which data points genuinely reflect behaviour, intent, and cultural nuance.
- Translate behaviour patterns, humour cues and search intent into creative direction that feels native to how Filipinos consume and engage across channels.
- Refine storytelling choices by grounding tone, timing and format in emerging patterns observed across communities, rather than relying on familiar but stagnant brand tropes.
11:45 AM
[Panel discussion]
When everything is content and everyone is a creator: Defining influence in the new attention economy
- Trace the evolution of creator roles from brand amplifiers to commerce partners who influence preference long before a purchase moment.
- Identify the traits that now define influential voices in the Philippines, from credibility and cultural fluency to the ability to translate humour and lived experience into sustained audience pull.
- Recognise how the new attention economy rewards creators who build repeat engagement, not just viral spikes, and what this means for selecting partners who can strengthen brand affinity and long-term relevance.
12:15 PM
[Case study]
The intent playbook: Turning scrolling habits into discovery moments
- Reveal the subtle behavioural cues hidden in everyday scrolling that indicate curiosity, readiness and buying momentum among users.
- Translate platform-specific patterns such as linger time, swipe returns and micro-pauses into practical triggers that guide what content to surface, when and in what format.
- Transform passive browsing into active intent by crafting content sequences that meet audiences mid-scroll.
12:30 PM
Networking lunch
1:30 PM
[Case study]
Livestreaming and the new real-time marketplace: Where storytelling, community and commerce converge
- Explore how Filipino creators are transforming livestreams into immersive content experiences, where product discovery happens naturally through storytelling, real-time interaction and creator authenticity.
- Discuss how livestream hosts blend demonstrations, audience prompts and post-stream highlights to turn everyday content into compelling narratives that build trust, spark curiosity and keep viewers engaged beyond the broadcast.
- Unpack the rise of “live UGC” as a participatory content format, where viewers actively shape the moment through comments, reactions and shared excitement.
2:00 PM
Power Hour
Across the next 60 minutes three experts will share short sharp talks on key issues affecting content marketing professionals today.
[Power Hour Case Study #1]
When real life goes viral: Reclaiming offline worlds as content stages
[Power Hour Case Study #2]
Nostalgia marketing and the memory economy: Why retro formats and throwbacks are dominating feeds
[Power Hour Case Study #3]
From courtside to culture: How sports fandom is redefining the future of marketing
3:00 PM
Afternoon Break
3:30 PM
[Case study]
Authentic not formulaic: Crafting stories that cut through AI-era sameness
- Surface the human cues audiences still seek, from lived emotion and cultural humour to imperfections that signal a real creator behind the work.
- Translate Filipino behavioural nuance into creative texture, ensuring tone, pacing and sentiment feel anchored in genuine experience rather than automated assembly.
- Use data as a compass, not a template, guiding creative instincts without stripping away personality, warmth or the emotional honesty that makes content feel human-made.
4:00 PM
[Closing panel discussion]
The trust reset: Charting the next era of credibility, creativity and connection
- Project the new foundations of trust as GenAI becomes embedded in every layer of content creation and distribution, revealing what brands must signal, show and sustain to remain credible.
- Envision the next chapter of creator and brand partnerships, where transparency, shared accountability and values-aligned collaboration become central to earning long-term loyalty in a hyper-attentive audience.
- Anticipate the cultural forces that will define belief beyond 2026, from the rise of trust-driven formats to the return of sincerity, community proof and human presence as differentiators in a world of scalable, automated content.
4:30 PM
Closing remarks
4:35 PM