Agenda
2 September 2025
8:00 AM
Registration
8:50 AM
Welcome remarks
9:00 AM
[Opening fireside chat]
Welcome to the signal wars: Marketing in an era of infinite noise
- How Filipino brands can outmanoeuvre global players through data advantage.
- The fall of last-click attribution and the rise of predictive intelligence.
- Building cross-platform signal architecture to fuel performance + personalisation.
9:30 AM
[Case study]
Cross-channel orchestration: Integrating tech to deliver seamless, multi-touch campaigns
- How to build modular, API-ready campaigns, across paid, owned, earned, and dark social.
- Why data sync, not creative sync, is the true unlock for journey coherence.
- How leading teams are designing multi-touch experience architecture from impression to conversion.
10:00 AM
[Panel discussion]
Personalisation unleashed: How AI is rewriting the rules of campaign strategies
- Leveraging advanced AI algorithms to deliver hyper-targeted content, ensuring each interaction is tailored to individual preferences, behaviours, and contexts.
- Utilising predictive analytics to dynamically adjust campaigns, responding to consumer actions and environmental factors in real-time.
- Co-ordinating personalised experiences across multiple platforms, and creating a seamless and cohesive brand presence.
Sonali Verma
Chief Marketing Officer
Manulife Philippines
Jayan Dy
VP Digital and Innovation
SM Retail
10:30 AM
Networking break
11:00 AM
The rise of omnishoppers: Evolving from isolated touchpoints to hyper-connected, social-fuelled experiences
- The future of segmentation demands precision, where data fuels ultra-targeted, hyper-relevant customer segments, that evolve in real-time. With AI and machine learning, customers are no longer grouped into static categories. Are brands still relying on outdated segmentation models?
- Real-time insights allow brands to adjust their messaging, offers, and content on the fly. As the data floodgates open, brands need to leverage customer behaviours before the customer even knows they’re in a specific segment.
- Breaking down data silos to create a singular, comprehensive view of each customer across every channel, enabling brands to craft seamless, frictionless experiences that anticipate needs.
11:30 AM
[Case study]
The path to least resistance: Designing a seamless customer journey with CX orchestration
- Dive into the concept of path optimisation, where customers encounter minimal friction, ensuring they move smoothly from one touchpoint to the next.
- Focus on how data-driven insights help design frictionless customer paths by anticipating needs, eliminating unnecessary steps, and providing personalised recommendations at every stage.
- Discuss how CX data such as CSAT, NPS, and session behaviour informs the orchestration of smoother customer experiences.
12:00 PM
[Panel discussion]
Scroll. Tap. Convert: Cracking the code of social commerce in the age of frictionless funnels and smart content ecosystems
- Unpack how frictionless checkout experiences and platform-native storefronts are redefining purchase intent.
- Why smart-content ecosystems – where data meets creative in real time – are mission-critical.
- How to engineer digital experiences (such as zero-click shopping, UGCs, and AI-optimised customer journeys) that are both hyper-personalised and security-forward.
Regie Lagao
Head of Integrated Media, Digital Marketing and Content Excellence (SEA and HKTW)
Kenvue Metro Asia
12:30 PM
Networking lunch
1:30 PM
[Panel discussion]
From virality to velocity: How UGC is supercharging influence in the new attention economy
- Explore how top brands are deploying UGC flywheels, using tech to optimise content stacks, and building hybrid influence ecosystems that blend creator credibility with community-powered authenticity.
- Strategies to elevate everyday voices, increase conversion through contextual content, and build brand narratives that thrive at the intersection of trust and tech.
- Discover how to architect high-converting campaigns by blending influencer reach with UGC trust. Using creators to drive top-of-funnel visibility, then amplifying with real user stories that validate, convert, and scale across every channel.
John Paul Paglinawan
General Manager
Anta Group Philippines
Stephanie Balois Guerrero
VP Marketing
Bounty Plus, Inc.
Tony Atayde
Head of Marketing - Philippines and Indonesia
Pernod Ricard
2:00 PM
Power hour
Across the next 60 minutes three experts will share short sharp talks on key issues affecting marketing professionals today.
[Case study]
Streaming to sales: Why live commerce is the next battlefront for brand domination and consumer loyalty
- Learn how to design live-streamed events that aren’t just product pitches, but immersive, high-energy experiences, that keep viewers engaged, entertained, and ready to click.
- Understand how to use intelligence to deliver real-time, hyper-targeted product recommendations, optimising your live commerce strategy to convert more viewers into loyal customers.
- Explore how to seamlessly blend live commerce with your existing stacks.
[Case study]
Precision ≠ personalisation: Getting real about intent-driven media in Southeast Asia
- Why precision targeting doesn’t always translate to performance
- Intent > identity: How we use platform signals and behaviours, not static segments
- APEC case studies, including a Meta lead optimisation test in AU and how measurement challenges (GA4, attribution gaps, CRM alignment) impact real results
Janine Diaz
Regional Media Lead – APeC
Volvo Cars Corporation
[Case study]
AI-led media buying: Automating the playbook for performance at scale
- How AI-driven tools embedded in platforms such as Google, Meta, and TikTok automate budget allocation and creative optimisation for higher returns.
- Attribution modelling evolves with AI to provide accurate multi-touch tracking, ensuring you know where your money’s truly going.
- The predictive power of AI, enabling smarter decision-making and reducing wasted spend, so you can maximise ROI at scale.
3:00 PM
Networking break
3:30 PM
[Case study]
Breaking the genius gridlock of AI – Thrive or die: Are you AI-ready?
- Your biggest competitor doesn’t exist yet: Exploring how AI is disrupting industries and careers—and how to stay ahead of the curve.
- Breaking through the AI gridlock: Overcoming common barriers to AI implementation for executives just beginning their journey.
- Practical steps to being AI-ready: Actionable strategies and real-world examples for becoming AI-empowered.
Dominique Rose Van-Winther
Chief AI Evangelist, CEO
Final Upgrade AI
4:00 PM
[Panel discussion]
The new marketing KPI mindset: Redefining success in a world fuelled by data, growth, and tech
- How metrics such as market share, customer lifetime value, and seamless tech integration have become the new benchmarks for success.
- What happens when marketing leaders step up to own AI, data governance, cybersecurity, and revenue operations?
- The rise of the chief data marketing officer: Is this mere hype or the next must-have role in every organisation?
Blessy Townes
Vice President and Head of Digital Marketing and Branding
Discovery Hospitality
Anthony Guanzon
Chief Marketing Officer
Malayan Insurance
Chad Sotelo
Chief Marketing Officer
Robinsons Land Corporation
4:30 PM
Closing remarks
5:00 PM