Agenda
3 April 2025
8:00 AM
Registration
8:50 AM
Welcome Remarks
Rezwana Manjur
Editor-in-Chief
MARKETING-INTERACTIVE
9:00 AM
[Opening Fireside Chat]
Do creators rule the world? Crafting connections that transcend screens
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Explore how creators have become central figures in shaping consumer behaviour and brand perception.
- Cultivating deeper, interactive relationships with audiences through live streaming, social media, and real-time content.
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Leveraging platforms, algorithms, and audience loyalty to elevate creators as cultural and business driver.
Moderator:
Rezwana Manjur
Editor-in-Chief
MARKETING-INTERACTIVE
Speaker:
Christian Bautista
Singer/Songwriter and Business Owner
9:45AM
[Case Study]
The symphony of data and storytelling to drive real dollar conversions
- Learn how to build a well-organised data strategy to create better marketing decisions, backed up by data analytics.
- Discern essential data to capture the audience target and infuse with profound meaning to better resonate with consumers.
- Craft meaningful and authentic storytelling by implementing statistics that support credibility.
Jerome Evangelista
Vice President for Enterprise Marketing and Pricing and Non-Fuel Retail
SEAOIL Philippines
10:15 AM
[Panel Discussion]
Beyond the hype: Scaling AI solutions for smart content creation
- Prioritise preserving genuine human emotions and experiences in order to resonate with audiences on a deeper level.
- Finding the balance between efficiency and creativity is essential for Gen AI to produce a high volume of content while still delivering engaging and impactful messaging.
- Why brands should embrace AI tools and platforms to help streamline their workflows, while focusing on creating authentic content.
Moderator:
Laurice Lupisan
Consultant
Panellists:
Jogent Tan
Marketing Director
Domino’s Pizza Philippines
Raffy Casas
AVP, Head of Content Studio & Production
Nestlé Philippines
Anne Jamnague
Head of Marketing
Robinsons Department Store
10:45 AM
Morning break
11:15 AM
[Case Study]
Finding harmony in digital chaos: Strategies for effective content amidst fragmented media
- What are the new imperatives across brand content today, from top to lower funnel?
- How can marketers stay on top of changing trends and mediums to ensure effective audience engagement?
- What is the future of measurement in a scattered media landscape and how can they take advantage of it?
Bea Atienza
Director, Impactful Brand Experience
Colgate-Palmolive Philippines
11:45 AM
[Panel Discussion]
Capturing attention for the long haul: Why long-form content matters more than ever
- Move beyond predictable, formulaic storytelling by embracing unpredictable, collective narratives that captivate viewers and keep them hooked at every turn.
- Create more room for creative expression, deepening user engagement and fostering meaningful connections with a wider, more diverse audience.
- Maximise opportunities for integrated or mid-roll advertising, boosting revenue potential while maintaining viewer engagement, positioning long-form content as a cornerstone of effective monetisation strategies.
Moderator:
JB Tan
Consultant
Panellists:
Julienne M. Cruz (Jules)
Vice President for Corporate Communications and Marketing
Century Properties Group
Deby Mangabat
Marketing Lead
Mabuhay Chiropractic and Rehab Clinic
Samantha Manuel
Group Director of Digital Marketing and Reputation Management
Megaworld Hotels and Resorts
12:15 PM
Networking Lunch
1:15 PM
Brand Trivia!
1:30 PM
[Case Study]
Harnessing diverse cognitive styles of neuro-diverse talents to push creativity
- Embracing neurodiversity for greater and more unique creative solutions in a sea of sameness.
- Recognising the contributions that neurodiverse individuals can make in shaping the future of technology, particularly in Gen AI.
- How brands can work with neuro-diverse talents to create a more inclusive, empathetic and creative future of marketing.
Merlee Jayme
Chairmom and Founder
TheMisfitsCamp.com
2:00 PM
Power Hour
Across the next 60 minutes three experts will share short sharp talks on key issues affecting marketing professionals today.
[Power Hour Case Study #1]
The intersection that matters: Hitting that sweet spot of content, culture and experience
- How brands can explore multiple dimensions of passion and culture to truly strike a chord.
- Dissect how blending culture with content can boost engagement and sales.
- Explore strategies for tailoring messaging and content to resonate with local audiences while staying true to the overall campaign message.
JoAnn R. Ramos
President of Don Papa Rum Philippines and APAC Marketing and Commercial Head
Don Papa Rum / Diageo
[Power Hour Case Study #2]
Deal or no deal: Hertz' influencer playbook
- Identify strategic approaches to influencer acquisition, from pinpointing the right talent to aligning brand and audience synergy.
- Bridging the gap between measurability and impact by setting clear expectations, defining deliverables, and crafting influencer campaigns that drive real results.
- Explore the know-hows behind influencer relationship management, fostering long-term brand advocacy while balancing creative freedom and authenticity.
Rosebel Garcia
Head of Marketing and Commercial
Hertz and Thrifty Car Rental Philippines
[Power Hour Case Study #3]
Decoding virality: The science behind content marketing success
- Explore the psychological triggers that make content go viral, including emotions, social proof, and practical value.
- Using data and analytics to identify trends, optimise content strategies, and track the impact of your viral campaigns.
- Discover key elements of highly shareable content, including storytelling, visual appeal, and engaging formats, and learn how to apply these principles to campaigns.
Chris Alarcon
Head of Content and Community Management
Home Credit Philippines
3:00 PM
Afternoon tea break
3:30 PM
[Case Study]
From first bite to forever: Elevating everyday experiences into enduring connection
- Discuss how to use authentic and culturally relevant key moments to break through the noise in the fast food and content marketing space.
- Utilise digital tools like apps and social media to personalise consumer interactions, ensuring your brand remains relevant and top-of-mind in a constantly shifting market.
- Integrate in-store and digital experiences to deliver a personal and seamless brand presence at every touchpoint.
Ada Almendras-Lazaro
Chief Marketing Officer
McDonald’s Philippines
4:00 PM
[Panel discussion]
Beyond the tear-jerker: Incorporating different elements to push boundaries in content creation
- Strategising the emotional journey in storytelling such as humour and horror in content creation.
- Discern essential data to capture the audience target and infuse with profound meaning to better resonate with consumers.
- Craft meaningful and authentic storytelling by implementing statistics that support credibility.
Moderator:
Jeff Cape
Head of Digital and PR
Chowking Philippines
Panellists:
Samantha Gonzales
Content and Advocacy Lead
L’Oreal Philippines
Pocholo Garcia
Head of Digital and E-Commerce
Malayan Insurance
Wanda Pascua
Head of Marketing
Tonik Bank
4:30 PM
Closing remarks
5:00 PM