November 14, 2024
The Philippine Marketing Association (PMA) delivered a groundbreaking experience at the 23rd Strategic Marketing (STRATMARK) Student Conference last October 8, 2024, at the University of Santo Tomas (UST) Quadricentennial Pavilion and via livestream. Themed “TRANSFORM: Marketing in the Age of Artificial Intelligence (AI) and Sustainability,” the conference was a resounding success, drawing top-tier thought leaders from major brands and a dynamic student audience eager to learn how AI and sustainability are set to redefine the marketing landscape of the Philippines.
Holding other simultaneous onsite “packet conferences” across key universities nationwide was unprecedented with De La Salle University Dasmariñas, Central Luzon State University, Our Lady of Fatima University Pampanga, Liceo de Cagayan University, Silliman University and Mindanao State University Marawi. This multi-location set-up brought the conference’s message on the undeniable power of technology and sustainable practices to a wider audience, reaching thousands of aspiring marketers across the country as reinforced by PMA Director for Youth & Academe and CEO of Prestige Quality Paper Products Corp., Leah Marie Ayeng, CPM during her Opening Remarks: “As we celebrate our 70th year in the Philippine Marketing Association, with the banner theme of SustAInability Marketing, we are making history with the first multi-location StratMark Student Conference. In its 23rd year of delivering powerful strategic marketing content, we remain committed to being the catalyst and advocate of world-class marketing practices in business, industry, and academe, both in the Philippines and globally.”
With an impressive lineup of speakers from industry leaders like PLDT, Smart Communications, SM Investments, Globe, Morination, Havas Ortega, Amazon Web Services, Anak Ikaw ay Henyo, The Philippine Star, DITO CME and Go Negosyo, the panel discussions centered on how AI and sustainability will revolutionize customer engagement, brand strategies, and the broader economic landscape, providing students with fresh insights and actionable approaches. Among the marketing geniuses who graciously shared their time and expertise as speakers were some members of PMA’s Board of Directors: Alpha Allanigui, CPM (United Neon Media Group); Jerry Yao, CPM Asia (The Marketing Sensei PH); Cristina Oreta, CPM (eMbM); Marco Antonio Montes, CPM Asia (Manulife Phils.); Joseph Albette Buddahim, CPM (Mega Prime Foods); Germaine Reyes (Synergy Market Research + Strategic Consultancy); Dr. Jennifer Ramos, CPME (Council of Marketing Educators); and Paul Anthony de Guzman (Go Negosyo). PMA past presidents who presented included: Henry Tenedero, CPM (Anak, Ikaw ay Henyo); Lucien Dy Tioco (Phil Star Media Group); Mary Faith Abano, CPM (Celestial Media Services); Donald Lim, CPM Asia (DITO CME); Bienvenideo Policarpio (Dale Carnegie Training Phils.); Yayu Javier, CPM Asia (Avanza, Inc.); Arlene Martinez, CPM Asia (Post10 Worldwide, Inc.); and Vince Reyes, CPM (Executive Decisions).
Moderated by Ping Manongdo, Country Director of Eco-Business PH, the morning session commenced with the keynote speech from Indonesia Marketing Association’s Director of Business Sustainability Initiative, Satrio Anindito, on sustainability as a means in reshaping ASEAN’s marketing playbook. The panel of speakers discussed the critical role of sustainability in operating and growing businesses. Today’s consumers are looking beyond products—they look at brands that champion environmental and social causes as well.
The afternoon’s keynote speaker, Dato’ Eric Ku, Co-Founder & Executive Director of iTrain Asia from ACSB Malaysia focused on leveraging AI as a tool across various business models, its responsible usage & application that empower enterprises including MSMEs. The invaluable insights during the panel discussion moderated by Jeremy Chan, Assistant Editor of Eco-Business, were echoed by PMA President and SVP of Newport Resorts World, Kathy Mercado, CPM, who underscored the association’s shared commitment to fostering a sustainable and digitally-driven economy.
More than just a learning experience, the event created a vibrant atmosphere filled with energy and engagement. Between the powerful talks, students took part in interactive Q&A sessions, some games, and enjoyed live performances, making the event a holistic blend of education and fun. A special segment also allowed the PMA to honor the outgoing officers of the Philippine Junior Marketing Association and welcomed the incoming 38th National Executive Board.
PMA’s bold vision of merging AI and sustainability in marketing was clearly felt throughout the day, as attendees left inspired and equipped to lead in a rapidly evolving industry. As the curtain fell on this year’s conference, one thing was certain: the future of marketing in the Philippines is bright, tech-savvy, and sustainability-driven. For the thousands who attended—both virtually and in person—this was more than just a conference; it was a glimpse into the transformative future of marketing.
Co-presented by Eco-Business, STRATMARK was made possible through the help of the PMA Community and its Partners: University of Santo Tomas, UST Junior Marketing Association, United Nations Global Compact Network Phils., Anak, Ikaw ay Henyo, GoNegosyo, Prestige Quality Paper Products Corp., Events Hub and Helixpay; Sponsors: Belle de Jour, Orange Leaf, Primer Group of Companies, Jansport, Hydroflask, Juan Cast, Gardenia, Happymie and Sofy Phils.; Creative & Production Partners: San Beda Junior Marketing Association and Exlink Events; PR & Communications Partners: Shoppertainment LIVE, Inc., Uniquecorn Strategies, Philippine Business Coalition for Women Empowerment and Zoe Broadcasting Network, Inc.