Agenda

21 May 2026

8:00 AM

Registration

9:00 AM

Welcome remarks

Rezwana Manjur

Editor-in-Chief

MARKETING-INTERACTIVE

9:15 AM

[Opening fireside chat]

The CHAGEE effect: Building global brand equity one local moment at a time

Discover the brand-building philosophy that turned a tea house into a global conversation.
How localisation becomes a deliberate growth engine when it goes deeper than creative.
The role of cultural fluency in turning local campaigns into moments that resonate locally and scale globally.

Moderator:

Rezwana Manjur

Editor-in-Chief

MARKETING-INTERACTIVE

Speaker:

Oliver Rabatan

Deputy General Manager, Head of Marketing and User Operations

CHAGEE Philippines

10:00 AM

[Case study]

From feed to flight: Creating a social strategy that moves audiences from discovery to booking

Curate the scroll-to-book moment where discovery meets intent, turning content into a conversion pathway.
Connect inspiration to transaction through full-funnel journeys that capture demand before the moment is lost.
Measure what drives bookings, not just engagement, by aligning social metrics to real commercial outcomes.

Speaker:

Ulla Roqueza

Head of Marketing

Klook Philippines

10:30 AM

Morning break

11:00 AM

[Panel discussion]

Making content count when algorithms decide the journey

Learn what changes when AI becomes the recommender, and how brands earn trust as discovery is mediated.
Map fragmented media habits and the hidden pathways that unlock deeper reach and relevance.
Define storytelling choices that build trust and earn both algorithmic lift and sustained attention.

Panellists:

Chairell Winston Almendras

Vice President and Head of Integrated Marketing, Digital, and Systems

Bank of the Philippine Islands (BPI)

Gabby Go

Digital Marketing Lead, Bear Brand Philippines

Nestlé

Jit Ng

Vice President, Brand and Marketing

Solaire Resort

11:30 AM

[Case study]

Creative marathon: Designing real-world experiences for the new creator economy

Gain a rapid-fire view of cross-market case studies that reveal what makes creator-first experiences work.
Identify the key elements that make physical environments inherently shareable and platform-ready.
Apply practical principles for building experiential campaigns that translate into scalable creator content.

Speaker:

Jason Yong

Founder

Unicom Marketing

12:00 PM

[Panel discussion]

When everything is content and everyone is a creator: Defining influence and culture for the attention era

Define what drives influence in the Philippines, from credibility and cultural fluency to turning humour and lived experience into sustained pull.
Rethink the attention economy, where repeat engagement beats viral spikes, and partner selection shapes long-term brand affinity.
Track the rise of UGC as a participatory format, where audiences shape momentum through comments, reactions and shared hype.

Moderator:

Wanda Pascua

Head of Marketing and PR

Tonik Bank

Panellists:

Donna Reyes

Director of Global Content and Media Distribution

NBA Asia

Nicole Villarojo

Chief Marketing Officer

PepsiCo Philippines Beverages

January Collamat

Head of Digital Marketing

Timezone Philippines

12:30 PM

Networking lunch

1:30 PM

[Case study]

Touchpoints to storylines: How content breathes new life into a brand refresh

How Avon Philippines reimagined decades of brand equity through content that met modern consumers where they already were.
Why a brand refresh lives or dies on narrative consistency — and how to build content that carries the same story across every touchpoint.
The role of community-driven content in turning a legacy brand’s refresh into a movement.

Speaker:

J Ann Mirasol

Head of Omnichannel

Avon Cosmetics

2:00 PM

[Case study]

From courtside to culture: The rise of Philippine volleyball in today’s sports marketing

Transform fleeting sports moments into enduring cultural narratives that extend brand relevance far beyond the stadium walls.
Rally diverse audiences around a central narrative that bridges the gap between the game and the community.
Cultivate a brand identity that thrives at the intersection of competitive spirit and local lifestyle trends.

Speaker:

Kenneth Yu

Head of Integrated Sports Marketing and Communications

Action Republic Corporation

2:30 PM

Afternoon Break

3:00 PM

[Case study]

Data, discovery, and a defining pivot: The science behind Philip Morris’ transformation

Translate scientific data into clear, credible narratives that can shift public perception.
Rebuild trust in high-scrutiny categories where proof matters more than persuasion.
Evolve brand storytelling as Philip Morris moves away from its legacy business towards a new product future.

Speaker:

Dr. Victor Joseph Yamat

Head of Scientific Engagement, South Asia and Indochina

Philip Morris International

3:30 PM

[Closing panel discussion]

The trust reset: Charting the next era of credibility, creativity and connection

Unpack why Filipino consumers are raising the bar on credibility, and what it takes to earn, sustain and rebuild trust in a high-skepticism market.
Examine how the Philippines’ most trusted brands drive retention through consistency and community.
Decode the signals reshaping belief in 2026, from the return of word of mouth to the rise of sincerity and local relevance as key competitive edges.

Moderator: