Global marketing pioneers, trailblazers, and experts convened in Manila for the 4th World Marketing Forum and the 53rd National Marketing Conference, organized by the Philippine Marketing Association (PMA) in partnership with the Asia Marketing Federation (AMF). Taking place from Nov. 5 to 8, this four-day gathering focused on vital issues influencing the future of marketing, such as artificial intelligence, sustainability, and strategies for engaging with next-generation consumers.
Welcoming approximately 2,000 attendees, the event assembled delegates from 19 nations, including Japan, Thailand, Indonesia, and Bangladesh. It showcased Manila’s significance as a center for regional thought leadership in marketing and highlighted the importance of collaboration in tackling global and regional issues.
The summit commenced with a special Ambassador’s Night at Casa Buenas, Newport World Resorts, where PMA President Kathy Mercado greeted international delegates and set the tone for conversations about marketing’s evolving influence on driving economic development and innovation throughout Asia. The evening established a foundation for the insights and networking opportunities that would transpire in the upcoming three days.
On Nov. 6, the World Marketing Forum took the spotlight at the Newport Performing Arts Theater, captivating attendees with a Star Wars-themed presentation. The forum featured global marketing icons, including Philip Kotler, who connected virtually to discuss resilience and adaptation strategies in a fast-evolving business landscape. AMF Founder Hermawan Kartajaya offered perspectives on emerging trends, while speakers from PwC, Nielsen, and StoryIQ examined the transformative potential of artificial intelligence and data-oriented marketing in shaping consumer insights and interactions.
The National Marketing Conference, held on Nov. 7 under the theme “Marketing Wars 6.0 and Beyond,” spotlighted the challenges present in the contemporary marketing arena. Fine Hygienics CEO James Michael Lafferty emphasized the necessity of fundamental marketing principles, urging marketers to emphasize storytelling and authenticity rather than temporary digital trends. Entrepreneur RJ Ledesma provided insights on fostering resilience in unpredictable markets, while a panel dialogue led by executives from Chowking and CIBO Philippines explored approaches to connect with Gen Z and Gen Alpha consumers.
Beyond the conference sessions, the summit also showcased the cultural richness of the Philippines. Delegates participated in a Hop-On-Hop-Off tour of Manila arranged by the Department of Tourism and concluded the day with a gala evening at Goldenberg Mansion. The event included traditional Filipino performances and a tour of Malacañan Palace, providing international attendees with a glimpse into the country’s history and heritage.
The summit wrapped up on Nov. 8 with the Asian Marketing Excellence Awards at the Hilton Grand Bar, honoring remarkable accomplishments in marketing throughout the region. Thailand’s Minor Food Group received the Marketing 3.0 Award, while Pyathai-Paolo Group was designated as Marketing Company of the Year. Individual accolades recognized emerging talents and innovators, showcasing the varied contributions shaping the future of marketing across Asia.
PMA Executive Vice-President Michelle Ballesteros emphasized the summit’s commitment to sustainability and its importance in promoting responsible marketing. “This gathering strengthens our dedication to marketing for good — advocating for strategies that not only promote business growth but also preserve the planet and enhance lives,” she expressed.
By addressing the most urgent matters in marketing, the 4th World Marketing Forum and the 53rd National Marketing Conference underlined Asia’s increasing influence in shaping the industry’s future. Through participation from marketing leaders, global corporations, and cultural exhibitions, the event emphasized Manila’s essential role as a center for collaboration and innovation, providing actionable insights for marketers navigating swiftly changing dynamics and establishing a standard for industry events throughout the region.
The event is backed by a coalition of allied organizations, such as the Asia Center for Small Business-Philippines (ACSB), Chamber of Real Estate & Builders’ Associations, Inc. (CREBA), Philippine Youth Entrepreneurs Association (PYEA), AI Global Council, The Philippine Chamber of Commerce and Industry-National Capital Region (PCCI-NCR), Global Compact Network Philippines (GCNP), International Council for Small Business (ICSB), Malaysia Chamber of Commerce, Inc. (MCCI), Hotel and Restaurant Association of the Philippines (HRAP), Philippine Plastics Industry Association, Inc. (PPIAI), and Out-of-Home Advertising Association of the Philippines (OHAAP).
Newport World Resorts serves as the venue partner, while supporting partners include Exlink Management & Marketing Services Corp., AQA Advertising, and Katapult Digital. Additionally, Shoppertainment LIVE, Uniquecorn Strategies PR, Philippine Business Coalition for Women Empowerment, and ZOE Broadcasting Network functioned as the PR and communications partners.
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