The Philippine Marketing Association Signs MOU with the Kapisanan ng mga Broadkaster ng Pilipinas to Promote Sustainability in Marketing and Broadcasting 

Makati City, Philippines, May 21,2024 

In a significant step towards fostering sustainability in the Philippines, the Philippine Marketing Association (PMA) has signed a Memorandum of Understanding (MOU) with the Kapisanan ng mga Broadkaster ng Pilipinas (KBP). This partnership aims to incorporate sustainability into marketing practices and promote sustainable broadcasting and responsible media consumption.

The partnership, which has been developing since the initial meeting on March 5, was officially affirmed in the presence of key figures from both organizations. Representatives in the PMA were President Ms. Kathy P. Mercado, Director for PR & Corporate Communications Ms. Hiyasmin Neri-Soyao, PMA Director for Ways and Means Mr. Lawrence Y. Sibayan, Director for Research, Ms. Germaine Reyes, and Chairperson for Chapters, Mr. Alexis Revilla together with PR and Comms Committee members Mr. Lawrence Lee and Mr. Elvis Macalino. From the KBP, Representatives were President Mr. Noel Galvez, Chairman Mr. Ruperto Nicdao Jr., Executive Vice President Mr. Butch Canoy, and Corporate Secretary, Mr. Joselito Yabut.

“This marks a significant milestone between the Philippine Marketing Association and of course, KBP,” said Kathy P. Mercado. “…as we join hands, we affirm our shared commitment to uphold the highest standards of journalism in marketing promotions to serve our public because media and marketing goes hand-in-hand.”

The agreement between PMA and KBP signifies a unified approach to enhancing the landscape of marketing and media in the Philippines, aligning with PMA’s ongoing celebration of seven decades of impactful marketing initiatives focused on sustainability and ethical practices.

Commitment to Sustainability 

The PMA is dedicated to integrating sustainability into marketing practices across the nation. Recognizing the crucial role that marketing plays in shaping consumer behavior and business practices, the PMA seeks to lead the charge in promoting environmentally responsible and sustainable marketing strategies. 

On the other hand, the KBP is committed to advancing sustainable broadcasting practices. By encouraging responsible media consumption and supporting initiatives that reduce environmental impact, the KBP aims to create a more sustainable media landscape in the Philippines. 

Shared Goals and Collaboration

Both the PMA and KBP acknowledge the importance of collaboration in achieving their shared objectives of sustainability. This MOU establishes a framework for joint efforts in sustainability campaigns, educational programs, and advocacy initiatives. 

Key Points of the Agreement 

Purpose of the Agreement

The MOU aims to create a collaborative framework between the PMA and KBP for promoting sustainability in marketing and broadcasting. This includes: 

• Joint sustainability campaigns 
• Educational programs 
• Advocacy initiatives aimed at reducing environmental impact and promoting sustainable business practices 

Roles and Responsibilities

PMA Responsibilities: 

• Develop and share resources and guidelines on sustainable marketing practices. 
• Organize joint seminars and workshops focusing on sustainability in marketing. 
• Encourage its members to adopt sustainable practices in their marketing strategies. 

KBP Responsibilities:

• Promote sustainable broadcasting practices among its members. 
• Provide platforms for airing public service announcements and campaigns on sustainability, developed in collaboration with PMA. 
• Facilitate discussions and forums on the role of media in promoting sustainability. 

Joint Initiatives

The PMA and KBP commit to developing specific projects such as:

• A joint annual sustainability conference 
• Collaborative research on consumer attitudes towards sustainability in marketing and media 
• Sustainability awards for outstanding contributions in sustainable marketing and broadcasting 

Moving Forward 

This MOU marks the beginning of a concerted effort by two of the Philippines’ most influential organizations in marketing and broadcasting to drive sustainability. Through joint initiatives and a shared commitment to reducing environmental impact, the PMA and KBP aim to lead the way in promoting sustainable practices that can inspire other sectors and industries. 

The partnership underscores the belief that sustainability is not just a trend but a necessary shift in how businesses and media operate. By working together, the PMA and KBP are setting a precedent for collaborative efforts in sustainability, paving the way for a greener and more responsible future in the Philippines.