Coca-Cola Philippines Named Brand of the Year at SMARTIES™ Philippines 2026

MANILA, PHILIPPINES – Coca-Cola Philippines has been named Brand of the Year at the SMARTIES™ Philippines 2026 Awards and received eight awards across categories including omnichannel marketing, artificial intelligence (AI), personalization, commerce, and retail media. Organized by MMA Global, SMARTIES™ Philippines recognizes marketing campaigns that combine creativity, technology, consumer insights, and measurable business results.

The recognition reflects Coca-Cola Philippines’ continued focus on creating more relevant and personalized experiences for Filipino consumers. Two award-winning campaigns drove this achievement: Coca-Cola Festive 2025, which used data-informed audience targeting and storytelling to make holiday connections more meaningful, and Grab’s Year in Cravings, which turned consumers’ food-ordering habits into personalized digital experiences.

For Coca-Cola Philippines, the Brand of the Year recognition is not simply an industry accolade. It reflects the company’s approach to turning consumer understanding into experiences that are meaningful for people while delivering measurable business impact.

Creating More Meaningful Holiday Connections

Among the recognized work was Coca-Cola Festive 2025, which earned Gold for Omnichannel Marketing and Silver for Innovative Use of AI in Advertising.

Built around Coca-Cola's annual Christmas platform, the campaign brought the brand’s festive story to Filipinos through a connected ecosystem of television, outdoor, digital, and retail experiences. It combined television and outdoor advertising with digital platforms including Meta, YouTube and TikTok, while Connected TV placements helped extend the campaign into family mealtime moments at home.

The campaign also brought its festive message to life through activations such as the Emoji Cup promotion with quick-service restaurant partners and Sound of Home, an initiative that helped connect Filipinos in the country with loved ones working overseas.

The Innovative Use of AI recognition highlighted Coca-Cola Philippines’ use of data and AI-enabled audience targeting to deliver more relevant festive communications and identify growth opportunities across regional markets. By combining audience insights and local market information, the campaign connected with consumers at more relevant moments throughout the holiday season.

Making digital experiences more personal

Together with Grab, Coca-Cola Philippines also earned six awards for its partnership with Grab through the “Year in Cravings” report.

The campaign received Gold awards for Customer Growth & Conversion Strategy and Instant Impact/Promotion, Silver awards for Brand Experience and Personalization, and Bronze awards for Retail Media/O2O Excellence and Customer Growth & Conversion Strategy.

Inspired by year-end recap experiences, Year in Cravings gave users a personalized look at their food-ordering habits, including customized food personas and insights based on their favorite meals and cravings.

The experience also introduced personalized food and Coca-Cola beverage pairings within the Grab app, allowing consumers to revisit and reorder their favorite food-and-drink combinations. By combining personalization, commerce, and consumer insights, the campaign transformed everyday ordering behavior into a more engaging digital brand experience.

The collaboration brought together Coca-Cola Philippines, Grab, agency partners, and teams to turn consumer insights into experiences that connected digital engagement with commerce.

“These recognitions reinforce the importance of staying close to consumers and understanding what matters most to them,” said Frenissa Lagman, Marketing Head of Coca-Cola Philippines. “Whether through personalized digital experiences, data-informed marketing or festive campaigns that celebrate meaningful connections, our goal remains the same: to create experiences that feel relevant, memorable and rewarding for Filipinos. These awards encourage us to continue finding new ways to connect with people through creativity, technology, and a deep understanding of what matters most in their everyday lives.”

Together, the awards demonstrate Coca-Cola Philippines' success in developing campaigns that resonate with consumers across different channels and turn creative ideas into engaging brand experiences.

Learn more about Coca-Cola Philippines and its latest initiatives at www.coca-cola.com/ph.

MARKETOUR Ignites Responsible Storytelling in Philippine Tourism

On June 11, 2026, the Bulwagang Balagtas at Polytechnic University of the Philippines — Manila became a hub for thoughtful conversation on the future of travel. MARKETOUR: Redefining Destinations Through Immersive Experiences, organized by the P1ONEERS Production, invited students and young professionals to rethink destination marketing and to place community, culture, and responsibility at the center of tourism narratives.

Spearheaded by project heads Ryjam Keanril T. Garcia, Mariella A. Orbeta, and Kevin N. Tubieron, MARKETOUR blended academic inquiry with real-world practice. The daylong program drew marketing and tourism students eager to learn how storytelling, cultural sensitivity, and creative strategy can transform ordinary places into meaningful experiences without exploiting their people or heritage. Keynote and panel speakers drove the event’s message home. 

Creative directors Ms. Mica Dela Rosa and Mr. Caleb Cosico of BBDO Guerrero shared case studies from influential campaigns like Philippine Airlines Safetynovela and It’s More Fun in the Philippines. They emphasized that effective tourism marketing does not require sensationalism; rather, it succeeds when campaigns are rooted in genuine human connection and a respect for local contexts. 

Their insights encouraged attendees to prioritize authenticity and responsible representation when developing campaigns. Digital storyteller and travel filmmaker Mr. Renzo Maano added a creator’s perspective, urging content producers to move beyond chasing virality. He underscored creators’ ethical duty to highlight the lives, voices, and traditions behind every destination, rather than reducing communities to mere backdrops. His field-based anecdotes offered practical guidance on how to balance engaging visuals with respectful narrative framing. 

Adding a powerful voice on representation, Ms. Anna Carres De Mesa—Miss Tourism Worldwide 2026 and Miss World Philippines 2026 First Princess—spoke about the role of ambassadors and influencers in modeling culturally sensitive tourism promotion. Her remarks reinforced the event’s call to elevate community-led stories and to ensure that tourism amplifies, rather than erases, local identity. 

The program was punctuated by dynamic performances that showcased Filipino artistry and enlivened the forum. Theatro Lumino Dance Company, singer Felicity Sasis, and the p-pop boy group BILIB delivered performances that complemented the event’s themes of culture and creativity, creating moments of emotional resonance between speakers and the audience.

MARKETOUR’s core advocacy—“Marketing with Purpose, Traveling for the Future”—challenged attendees to embrace a tourism practice that honors ecosystems, preserves heritage, and uplifts communities economically and culturally. Workshops and Q&A sessions equipped students with frameworks for ethically minded campaigns and actionable tips for community engagement, research, and co-creation. 

By bringing together industry experts, creators, and aspiring marketers, MARKETOUR fostered a new generation of thoughtful storytellers committed to sustainable tourism. The event reminded participants that tourism’s true value lies not in likes or visitor counts but in the dignity and well-being of the people who call destinations home. 

As the students return to classrooms and field projects, MARKETOUR’s message will continue to reverberate: when marketing is guided by integrity and respect, travel becomes an opportunity for meaningful exchange—one that preserves culture, supports communities, and ensures destinations remain vibrant for generations to come.

Visit P1ONEERS on social media for updates:

Facebook: @PUP1ONEERS

Instagram: @pup_p1oneers

Tiktok: @official.p1oneers

MARKETOUR: Redefining Destinations Through Immersive Experiences

PUP P1ONEERS Production presents MARKETOUR: Redefining Destinations Through Immersive Experiences. This academic and advocacy-driven event calls on future marketers and tourism leaders to help shape a more responsible, creative, and community-centered approach to destination promotion. More than a university program, MARKETOUR is a movement that affirms how storytelling, cultural understanding, and purposeful marketing can influence the way people see places, communities, and travel itself.

Through destination marketing discussions, immersive learning experiences, and advocacy-based competitions, MARKETOUR highlights the growing need to promote tourism with integrity and intention. The event brings together students, educators, industry professionals, and partner organizations at PUP Bulwagang Balagtas on June 11, 2026, from 1:00 PM to 5:00 PM, creating a space where ideas about travel, branding, and community development can be explored in a more meaningful way. With the theme of “Marketing with Purpose, Traveling for the Future,” the event underscores the role of tourism not only as an economic driver but also as a platform for cultural preservation, sustainable growth, and inclusive opportunity.

At the heart of MARKETOUR is the belief that destinations are more than locations on a map. They are stories, identities, and lived experiences that deserve to be presented with care and authenticity. Through academic sessions, creative competitions, and collaborative activities, the event invites participants to look beyond surface-level promotion and instead consider how destination marketing can honor local heritage, support responsible tourism, and strengthen communities. The program also opens doors for networking, internships, and partnerships that can help students build their future in the tourism and marketing industries.

MARKETOUR is also aligned with key development goals that reflect its broader advocacy, particularly quality education, decent work and economic growth, sustainable communities, responsible consumption, and partnerships for shared progress. In this way, the event goes beyond discussion and becomes a call to action—encouraging participants to use their skills not just to attract attention, but to create lasting value for destinations and the people who live in them. Among the event’s featured activities are academic and non-academic competitions that challenge participants to think creatively and act strategically. These activities are designed to bring out the best in students while giving them a chance to apply what they have learned in class to real-world scenarios. More importantly, they reflect the spirit of

MARKETOUR: to turn ideas into action and learning into purpose. At its core, MARKETOUR aims to prepare a generation of marketers who understand that effective promotion is rooted in authenticity, responsibility, and purpose. It seeks to inspire students to become storytellers who can help shape tourism in ways that are more thoughtful, more inclusive, and more sustainable.

Register and be part of MARKETOUR, where destinations are redefined, stories are amplified, and purpose leads the journey.

https://tinyurl.com/MARKETOUR-Registration

Visit P1ONEERS on social media for updates:

Facebook: P1ONEERS Instagram: @pup_p1oneers TikTok: @official.p1oneers

The Past Takes Center Stage at NEWSTALGIA

PROJECT ZENITH Explores the Power of Memory in Modern Marketing

There is something unforgettable about the things we grew up with. A familiar commercial, an old OPM playlist, or even simple tambayan moments can instantly bring people back to a feeling, a memory, or a certain time in their lives. Today, brands continue to use these emotional connections to create stories that audiences genuinely remember.

Bringing this idea to life, PROJECT ZENITH, a premier student-led production under the Polytechnic University of the Philippines College of Business Administration, presents NEWSTALGIA: When Memories Meet Marketing on June 9, 2026, from 1:00 PM to 5:00 PM at PUP Bulwagang Balagtas.

Designed as an immersive academic experience, NEWSTALGIA explores how nostalgia shapes consumer behavior, emotional engagement, and brand relevance in today’s fast-evolving marketing landscape. Through insightful discussions and creative experiences, the event highlights how familiar memories and cultural touchpoints become powerful tools for meaningful storytelling and audience connection.

Participants can expect interactive activities, nostalgic themed spaces, competitions, and performances that celebrate Filipino culture and shared experiences. Hosting the event are Buknoy Gonzales and Angelica Marie Sanchez, who will bring energy and entertainment to the afternoon program.

Adding to the excitement are special performances from indie pop artist Harry Ocampo, rising Filipino R&B boy group Xerenade, and a surprise special guest whose songs may already hold a place in audiences’ childhood memories.

Expected to gather hundreds of participants fondly called “Bagets,” NEWSTALGIA welcomes PUP Marketing students, fellow Iskolar ng Bayan, partner schools, alumni, organizations, and anyone interested in branding, storytelling, and marketing innovation.

Gusto mo bang sumama?

📍 NEWSTALGIA: When Memories Meet Marketing
🗓 June 9, 2026 (Tuesday)
🕐 1:00 PM – 5:00 PM
📌 PUP Bulwagang Balagtas

Register here:
http://tiny.cc/NEWSTALGIA

Vero Study Reveals Dominant Newsfluencer Archetypes in the Philippines as News Engagement Shifts Online

MANILA, PHILIPPINES – A new dynamic is redefining the Philippines’ news ecosystem. Building on the standards for credibility and context set by legacy media, a new generation of social-first independent news producers—the newsfluencers—is expanding how audiences interpret and interact with the news.

In its latest regional study, communications consultancy Vero identifies five dominant newsfluencer archetypes shaping how information circulates and trust is earned across Southeast Asia. With the Philippines playing a pivotal role in this shift, the study highlights how Filipino creators are some of the most active in blending journalism, advocacy, and storytelling in ways that resonate deeply with online audiences.

Newsfluencers, a term combining news and influencers, refer to individuals whose news content is produced primarily for social media platforms and operates outside the governance of news institutions. Newsfluencers do not replace traditional newsrooms—whose investigative rigor and editorial oversight remain essential—but instead occupy a complementary space, addressing gaps in immediacy, reach, and diverse viewpoints.

“Newsfluencers are a reflection of how people now consume information, adding new dimensions to the news landscape,” says Chatrine Siswoyo, Senior Advisor, ASEAN at Vero. “In a region where audiences expect instant, accessible, and engaging updates, these creators make complex stories easier to understand through storytelling and video. They fill the space between the newsroom and the social feed, making news feel closer and more relevant to everyday life.”

Drawing from an in-depth analysis of nearly 100 newsfluencer profiles across Indonesia, the Philippines, Singapore, Thailand, and Vietnam, the new study categorizes newsfluencers into five distinct archetypes.

The Watchdogs act as public guardians by dissecting policy, interrogating power, and providing depth beyond headlines. The Explainers are domain experts who translate complex ideas into practical knowledge, using their professional insight to build audience trust. The Connectors, most of whom have transitioned from mainstream media to social-first content creation, blend high production value with deeply personal narratives to offer audiences a glimpse into the personal lives of public figures. Meanwhile, the Satirists use humor and wit to discuss crucial and often divisive issues, highlighting everyday contradictions that reveal the nuances of a complex society. Finally, the Simplifiers or newsfluencers who deliver fast, digestible summaries of the day’s most relevant news through short-form posts designed for fast-moving digital audiences.

With over 86% of Filipinos active on social media, the Philippines has become one of the most dynamic markets for newsfluencers, particularly Watchdogs, Explainers, and Connectors. The dominance of these archetypes reflects the country’s high digital engagement with social and political issues that directly affect the lives of Filipinos. Newsfluencers here bridge civic curiosity with storytelling, sparking not just conversations but a sense of awareness among their audiences.

“Many Filipino newsfluencers build influence around themes of inspiration or collective frustration, mirroring how Filipinos express national pride and respond to political and social issues online,” explains Charissa Sevilla, Influencer Relations Specialist at Vero in the Philippines. “Audiences follow them for their authenticity and accessibility, seeing them as trusted peers who can make sense of current events and political controversies in plain, human terms.”

The right blend of authority and influence

With earned trust more crucial than ever, newsfluencers bridge the gap between institutional authority and audience authenticity. Each newsfluencer archetype plays a distinct role in shaping how the public consumes and interacts with current events in the digital age.

For brands, engaging with newsfluencers requires a different playbook—one that goes beyond influencer strategy or traditional media relations. The study elaborates that newsfluencing is a hybrid discipline at the intersection of credibility, values, and contextual sensitivity. Success demands the same rigor as earned media—yet with the agility of social platforms.

Brands should begin by identifying credible creators who balance reach with reliability, using tools like Vero’s TrueVibe™ to evaluate trust indicators and audience engagement. Aligning communication goals with the right newsfluencer archetype ensures that messages are delivered with relevance and credibility.

Because newsfluencers’ reach and impact stem from their ability to share truth and often unfiltered opinions on social and political issues, they are careful not to compromise editorial independence or substance for overt promotional narratives.

“Newsfluencers thrive on independence, and their tenacity for uncovering the truth behind society’s most complex issues is precisely what makes them trusted sources of information,” explains Umaporn Whittaker-Thompson, Vero Chief Commercial Officer and Head of Influence. “It is important for brands to understand that partnering with them requires a willingness to engage in conversations that go beyond promotion, rigid messaging, or fixed talking points. Trust them to shape the narrative in a way that feels authentic to their voice and valuable to their audience, as preserving their credibility benefits the brand.”

The study concluded that as the information landscape expands and welcomes more players and platforms, the roles of legacy media and newsfluencers will increasingly intersect. Rather than being feared, this convergence can be seen as an opportunity to broaden public access to information, encourage diverse perspectives, and demand more ethical, transparent, and trustworthy reporting.

Read the full study to explore deeper insights into how newsfluencers are redefining credibility, accessibility, and audience trust in the digital era: https://vero-asean.com/whitepaper/newsfluencers-in-southeast-asia/

Dermorepubliq Spotlights Its First-Ever Sunscreen With TikTok Challenge and Boracay Trip Giveaway

Manila, Philippines — As the country grapples with record-breaking heat index levels reaching up to 47°C in several areas, homegrown skincare brand Dermorepubliq is highlighting its first-ever sunscreen, the DermoSun Mattifying Sunscreen, in a summer campaign that encourages daily sun protection. Formulated in response to the growing demand for sun care suited to Filipino skin and tropical conditions, DermoSun takes center stage this season through a multi-platform push that includes a TikTok challenge and strategic billboard placements across Metro Manila.

The launch marks the brand’s official entry into the sun care category and a wider push to normalize sunscreen use as part of everyday skincare beyond seasonal use. The DermoSun Mattifying Sunscreen is formulated with SPF 30 broad-spectrum protection and designed to be lightweight, matte, and blend seamlessly into the skin without leaving a white cast, making it ideal for daily wear in the country’s climate.

Infused with Centella Asiatica to help soothe irritated skin, Jeju Aloe to rehydrate, and Niacinamide to regulate sebum and improve skin texture, making it well-suited for oily or combination skin in humid environments. Priced at P499, the product is available through TikTok Shop, Shopee, Lazada, and www.dermorepubliq.com, as well as at Dermorepubliq kiosks in SM Fairview, SM Masinag, SM Tanza, SM Sta. Mesa and Riverbanks Center.

“Sunscreen was one of the most requested products by our users, and we developed DermoSun to reflect what they value — daily protection, comfort in our climate, and a formula that fits seamlessly into their routines,” said Keith Sta. Barbara, Founder and President of Dermorepubliq. “This campaign is our way of making sun protection more approachable and part of the lifestyle, not a chore.”

To help normalize daily sunscreen use among younger consumers, the brand recently launched the DermoSun 2-Finger Challenge, a TikTok-led initiative encouraging users to post short videos demonstrating proper sunscreen application using the dermatologist-recommended two-finger method. The campaign taps into the brand’s growing creator community, inviting users to share educational or creative sunscreen routines featuring DermoSun in a yellow basket. To join, participants must tag @dermorepubliq, use the hashtags #DoItWithDermo and #Dermo2FingerChallenge, and follow the brand on all platforms. Multiple entries are allowed.

The TikTok challenge runs until May 30, 2025, with one winner receiving an all-expense-paid trip for two to Boracay, to be announced on June 10. Submissions will be judged based on creativity and relatability (60%) and accuracy of application (40%).

To drive broader awareness for the campaign, Dermorepubliq rolled out billboard placements across key locations in Metro Manila with a static installation along C5 Eastwood and LED displays at EDSA Guadalupe and C5 Pasig. Featuring visuals that spotlight DermoSun Mattifying Sunscreen’s lightweight, grease-free formula, the outdoor campaign reinforces the brand’s message that sun protection can be both practical and seamlessly woven into real-life routines.

Known for its accessible and science-backed skincare, Dermorepubliq first rose to popularity through TikTok Shop and has since expanded into a multi-platform brand with a strong connection to its online community. The launch of DermoSun marks its official entry into the sun care category, solidifying its role as a homegrown skincare brand committed to Filipino consumers with a campaign aimed at reshaping habits using content, creators, and education to make everyday sun protection a cultural norm.

The Future of ADPR is Relentless—TriADlon Will Prepare You to Conquer It

Aspiring advertising and public relations professionals are in for an exciting opportunity to gain valuable insights into the world of award-winning campaigns.

DAUNTRES proudly invites students and young creatives to TriADlon: The Winning Race to a Future-Ready ADPR Industry, a highly anticipated event that will explore the strategies and elements behind award-winning campaigns shaping the future of advertising. The seminar will take place on February 5, 2025, from 12:30 PM to 5:00 PM, at the Bulwagang Balagtas, 4/F NALLRC Building, PUP Sta. Mesa, Manila. Registration is free and open to students within and beyond PUP. Interested participants can secure their slots through this link: https://forms.gle/mp3DGJaTQk5jLfxL6.

Drawing inspiration from the triathlon, a race that tests an athlete’s ability to excel in multiple departments, TriADlon mirrors the demands of crafting successful campaigns. The seminar will highlight how diverse skills in creativity, strategy, and execution must come together to achieve outstanding results in Advertising and PR.

With the theme “Award-Winning Campaigns Paving the Way for the Next Generation of Advertising,” the event will open with honorable speaker Tay Guan Hin, Asia Pacific Regional Director of The One Club for Creativity, delivering his remarks. Participants will then have the opportunity to learn alongside industry leaders from GIGIL Philippines: Jasper Cajilig, Acting Associate Creative Director; Ronchris Cosme, Senior Art Director; and Margie Flores Husmalaga, Media Director. These seasoned professionals will share their expertise and the strategies behind some of the most successful campaigns, offering attendees a unique perspective on what it takes to excel in the industry.

The event expects to bring together 1st to 3rd-year students from PUP Sta. Mesa’s Department of Advertising and Public Relations (DAPR), students from other colleges within PUP Sta. Mesa, and marketing and communications students from various institutions.

Don’t miss out on this incredible opportunity to learn from the best and take home not just invaluable insights but also exclusive giveaways! Make sure to register through the link and secure your spot today. 

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Global Marketing Leaders Convene in Manila for 4th World Marketing Forum and 53rd National Marketing Conference

MANILA, Philippines – Global marketing leaders, innovators, and professionals gathered in Manila for the 4th World Marketing Forum and the 53rd National Marketing Conference, hosted by the Philippine Marketing Association (PMA) in collaboration with the Asia Marketing Federation (AMF). Held from November 5 to 8, the four-day summit addressed critical topics shaping the future of marketing, including artificial intelligence, sustainability, and next-generation consumer engagement strategies.

Drawing around 2,000 participants, the event brought together delegates from 19 countries, including Japan, Thailand, Indonesia, and Bangladesh. It showcased Manila’s role as a hub for regional thought leadership in marketing and emphasized collaboration to address global and regional challenges.

The summit began with an exclusive Ambassador’s Night at Casa Buenas, Newport World Resorts, where PMA President Kathy Mercado welcomed international delegates and set the stage for discussions on marketing’s evolving role in driving economic growth and innovation across Asia. The evening laid the groundwork for the insights and connections that would unfold over the next three days.

On November 6, the World Marketing Forum took center stage at the Newport Performing Arts Theater, capturing attention with a Star Wars-themed presentation. The forum featured global marketing luminaries, including Philip Kotler, who joined virtually to discuss strategies for resilience and adaptation in a rapidly changing business environment. AMF Founder Hermawan Kartajaya shared insights on emerging trends, while speakers from PwC , Nielsen, and StoryIQ explored the transformative potential of artificial intelligence and data-driven marketing in shaping consumer insights and engagement.

The National Marketing Conference, held on November 7 under the theme “Marketing Wars 6.0 and Beyond,” brought the challenges of the modern marketing landscape into focus. Fine Hygienics CEO James Michael Lafferty stressed the importance of foundational marketing principles, urging marketers to prioritize storytelling and authenticity over fleeting digital trends. Entrepreneur RJ Ledesma shared strategies for building resilience in volatile markets, while a panel discussion led by executives from Chowking and CIBO Philippines examined strategies for connecting with Gen Z and Gen Alpha consumers.

Beyond the conference sessions, the summit also highlighted the Philippines’ cultural richness. Delegates participated in a Hop-On-Hop-Off tour of Manila organized by the Department of Tourism and capped the day with a gala night at Goldenberg Mansion. The event featured traditional Filipino performances and a tour of Malacañang Palace, offering international participants a glimpse into the country’s history and heritage.

The summit concluded on November 8 with the Asian Marketing Excellence Awards at the Hilton Grand Bar, recognizing outstanding achievements in marketing across the region. Thailand’s Minor Food Group was awarded the Marketing 3.0 Award, while Pyathai-Paolo Group was recognized as Marketing Company of the Year. Individual awards honored emerging talents and innovators, highlighting the diverse contributions shaping the future of marketing across Asia.

PMA Director Albet Buddahim underscored the relevance of the summit in addressing the challenges faced by marketers today. “This event tackled the wars marketers face—balancing generational shifts, navigating the explosion of digital platforms, and choosing which battles to prioritize. It provided tools and insights to navigate these complexities successfully,” he said.

PMA Executive Vice President Michelle Ballesteros emphasized the summit’s focus on sustainability and its role in fostering responsible marketing. “This gathering reinforces our commitment to marketing for good—advocating for strategies that drive business growth and protect the planet and improve lives,” she said.

By addressing the most pressing issues in marketing, the 4th World Marketing Forum and the 53rd National Marketing Conference highlighted the growing influence of Asia in shaping the future of the industry. Through participation from marketing leaders, global companies, and cultural showcases, the event underscored Manila’s pivotal role as a hub for collaboration and innovation, providing actionable insights for marketers navigating rapidly shifting dynamics and setting a benchmark for industry events across the region.

The event is supported by a network of allied organizations, including 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 Corporation, AQA Advertising, and Katapult Digital. Additionally, Shoppertainment LIVE, Uniquecorn Strategies PR, Philippine Business Coalition for Women Empowerment, and ZOE Broadcasting Network served as the PR and communications partners.

Huskee Digital Introduces TikTok Training Arm TRENDS to Enhance Marketing Strategies for Brands

June 2024, Manila, Philippines - Huskee Digital, a creator commerce marketing agency specializing in transforming stories into sales on TikTok and other platforms, has launched TRENDS, its official training arm aimed at helping brands leverage TikTok for business growth. The programs offer intensive workshops designed to enhance marketing strategies and drive business success on the platform.

The launch comes amid increasing recognition of TikTok as a platform for driving business growth and how it revolutionized content creation for brands. Leveraging years of expertise and a passion for innovation, Huskee Digital’s TRENDS provides brands with essential technical guidance, content creation strategies, and consumer insights. “We are thrilled to launch TRENDS and share our marketing insights on a larger scale. Our work on TikTok over the last few years has been significant for our clients, and our goal is to help more brands become media powerhouses on TikTok,” said Miggy Azurin, Managing Partner of Huskee Digital.

TRENDS addresses the need for businesses to adapt to evolving social media trends, including social commerce, short-form video, and affiliate marketing. The training arm offers two key programs: ‘Become TikTok-Ready’ and ‘Launch Your Brand On TikTok Shop’.

‘Become TikTok-Ready’ provides an assessment of the business' marketing funnel and equips them with skills to unlock the "media-first" potential of TikTok. "Launch Your Brand on TikTok Shop" provides a clear understanding of the power of social commerce, from comprehensive guidance on setting up your TikTok Shop to implementing strategies that boost sales and significant growth on the platform.

The programs are designed to empower businesses to win on TikTok. This includes SMEs to established corporations, and brands across B2B and B2C sectors.

As a TikTok Agency Partner, Huskee Digital collaborates with TikTok’s regional office to launch and optimize high-performing marketing campaigns. Huskee Digital uses their insights from managing successful case studies as the foundation for their training, allowing brands to implement effective TikTok marketing campaigns and drive measurable results after finishing the courses.

Huskee Digital envisions TRENDS as a catalyst for business growth on TikTok, whether by driving foot traffic to stores, launching high-performing TikTok Shops, or enhancing employer branding to attract high-quality talent. TikTok is the second-largest social media platform in the Philippines. Huskee Digital predicts that TikTok Shop will become the country's leading marketplace within the next three to four years.

To officially launch the training arm, Huskee Digital will host a mixer event on June 20, 2024, at Studio 28, Uptown Parade, Bonifacio Global City, Taguig. The event will feature representatives from TikTok Philippines, Huskee Digital’s clients, and partners, offering an avenue for business owners and marketers to learn more about TRENDS.

Following the launch event, TRENDS courses will be available on Huskee Digital website, allowing businesses to enroll in workshops or tailor training plans to meet specific needs. The initial program, ‘Become TikTok-Ready,’ will offer a select group of business owners and marketers an exclusive look at the intensive training designed to help them master TikTok.

Interested organizations may book a discovery call through their website, www.huskeedigital.com, for more information and other inquiries.

Exploring Advertising and Esports: Insights from the 20th Ad Congress at PUP Sta. Mesa

The 20th Ad Congress, hosted by K1Naiya at PUP Sta. Mesa on February 14, 2024, proved to be a dynamic and enlightening event, offering insights into the ever-evolving landscape of advertising and esports.

Renz Louie Celeridad, a seasoned advertising professional, took the stage to share his expertise on storytelling techniques and the importance of authenticity in advertising. With a focus on purpose-driven marketing, Celeridad delved into the core reasons behind advertising efforts and emphasized the significance of staying true to one's brand identity. As his speech drew to a close, he left the audience with invaluable points to remember, equipping them with actionable insights for their own advertising endeavors.

In an engaging icebreaker game, attendees participated in a round of 2 truths and 1 lie centered around storytelling. This interactive activity not only fostered a sense of camaraderie among participants but also served as a fun and creative way to explore the nuances of effective storytelling in advertising.

Christopher Tejada took the stage to shed light on the burgeoning realm of esports, a phenomenon that has gained significant traction, particularly during the pandemic. Tejada elucidated the distinction between gaming and esports, highlighting the competitive and communal aspects that define the latter. He further emphasized the importance of forging connections within the esports community, underscoring the potential for brands to engage with audiences in this rapidly growing space.

As a testament to the success and prominence of esports, a video showcasing the journey of Renejay, a rising star in the esports scene, was presented. Renejay's story served as a poignant example of the opportunities and achievements attainable within the esports industry, inspiring attendees to explore the vast potential of this burgeoning field.

Overall, the 20th Ad Congress proved to be an enriching and illuminating event, offering attendees a wealth of knowledge and insights into the realms of advertising and esports. With thought-provoking discussions, interactive activities, and real-world success stories, the congress provided a platform for professionals and enthusiasts alike to explore, learn, and connect in the ever-evolving world of marketing and gaming.

Traversing Through the Maze of ADPR Innovation: Exploring Digital Advertising Realities at the 20th AdCongress Seminar

The Polytechnic University of the Philippines' Department of Advertising and Public Relations is gearing up for the 20th AdCongress Seminar, and this year's theme promises to be nothing short of groundbreaking. Entitled "ADPortal: Traversing Through the Maze of ADPR Innovation," the seminar, spearheaded by the Fourth Year Students of the PUP-DAPR, aims to explore the ever-evolving landscape of advertising and public relations (ADPR) in the digital age.

Scheduled for February 14, 2024, Wednesday, from 3:00 PM to 6:00 PM at Claro M. Recto PUP Main Campus, the seminar promises to be an eye-opening experience for industry professionals, students, and enthusiasts alike. With a focus on navigating the complexities of ADPR innovation, attendees can expect to gain valuable insights into the latest trends, strategies, and technologies shaping the field.

The Bachelor in Advertising and Public Relations - 4-1N from the Department of Advertising and Public Relations, under the College of Communication, invites media partners to join them for "Amazingly Authentic! Exploring the Real Vibes of Digital Advertising." This event aims to delve into the authentic essence of digital advertising and uncover the real vibes driving its success.

As the digital landscape continues to evolve at a rapid pace, it has become increasingly important for professionals in the ADPR industry to stay ahead of the curve. From social media marketing to influencer partnerships, digital advertising offers endless possibilities for brands to connect with their audiences in meaningful ways. However, navigating this ever-changing landscape requires a deep understanding of the latest tools, techniques, and best practices.

Through engaging presentations, interactive workshops, and insightful discussions, "Amazingly Authentic! Exploring the Real Vibes of Digital Advertising" will provide attendees with the knowledge and skills they need to thrive in today's digital-centric world. Whether you're a seasoned professional looking to stay updated on the latest trends or a student eager to learn from industry experts, this seminar offers something for everyone.

To register for the seminar, simply visit the provided link: (https://forms.gle/5hJYTXbzLtewYe5i7) Don't miss this opportunity to be part of a transformative event that promises to revolutionize your approach to digital advertising. Join us as we explore the real vibes of digital advertising and embark on a journey of innovation and creativity.

PetPal clinches Gold for Marketing at KMC Startup Awards for innovative Pawtection Party campaign

917Ventures’ PetPal won the Gold for Marketing Award at the KMC Startup Awards 2023, standing out among over 200 entries nationwide. This accolade recognizes the company’s exceptional marketing campaign for the Pawtection Party, a vaccination drive that promoted pet health and responsible pet ownership. 

Pawtection Party, organized in partnership with animal nutrition and healthcare brand UNAHCO and the Ayala Malls Up Town Center, offered free 7-in-1 and Anti-Rabies vaccinations for pets, attracting a large number of pet owners and their furry companions. The campaign's effectiveness was reflected in the vaccination of over 300 pets, exceeding the target by 110%.

The event also fostered a sense of camaraderie and joy among pet owners and passionate veterinarians, fostering connections among like-minded people and nurturing a supportive and enthusiastic pet community.

"Beyond the prestige, the award serves as a testament to PetPal's commitment to making pets live their healthiest and happiest lives. Pawtection Party is a stepping stone to the future where no pet is left unprotected, where the joy of having a furry companion is accompanied by the responsibility of ensuring their well-being,” said Carlo Flordeliza, Senior Venture Builder at 917Ventures.

PetPal’s marketing strategy was distinguished for its creative approach to pet vaccinations, turning a typically daunting experience into a celebration. It utilized vibrant art and colors aligned with the brand to communicate the message and positively engage pet owners.

The campaign addressed several critical issues in pet care, including assisting pet owners who rely on local government units for vaccinations and helping those whose pets have an unknown vaccination history. Its broader vision is to continuously assist in pet care through informational content and digitized pet services, such as vet teleconsults, home vet visits, and a PetPal Club Membership offering unlimited vet consults and other perks.

The campaign's success serves as a milestone fitting as PetPal is set to launch an app that aims to provide seamless access to pet care services, including real-time access to pet records, streamlined appointment scheduling, prescription requests, and telehealth consultations. This digital innovation is poised to transform how pet owners manage their pet's health and wellness.

The KMC Startup Awards brought together esteemed judges from the Robinsons Group, Bossjob, Kaya, and KMC. The event celebrated the achievements of startups and entrepreneurs who are catalyzing change across various industries.

PetPal's win highlights its innovative approach to marketing and its commitment to making a transformative impact in the pet care industry. The company's success at the Pawtection Party and its ongoing initiatives position it as a forward-thinking leader in pet health and wellness.

Learn more about Petpal’s various services by visiting https://petpal.asia/.

Philippines Debuts Behavioral Design® Innovations at the World Social Marketing Conference – bridging Corporate and Social Development

Cali, Colombia - AHA! Behavioral Design® (AHA! BD), the pioneer and practice leader in Applied Behavioral and Decision Sciences (BeSci), especially Behavioral Economics, has made history as the only agency from the Philippines and Southeast Asia to be featured in the prestigious 8th World Social Marketing Conference (WSMC) at the Spiwak Hotel in Cali, Colombia, from November 1-3, 2023. With a diverse assembly of over 30 countries and representatives from every continent, the event provided a melting pot of ideas and practices designed to address critical global challenges.

Under the event theme "Inclusion, Equity, and Equality: Fostering societal transformation through behavioral influence," AHA! BD presented select behaviorally driven projects implemented and executed in the Philippines, highlighting the fusion of social development and marketing strategies. This unique approach not only catalyzes societal change in the Philippines but also offers new pathways for marketing practitioners to enhance consumer engagement and business growth.

AHA! BD's Head of Marketing and Social & Behavior Change Communication, John Leinard A. Ramos, commented, "Participating in the 8th WSMC has reinforced the potential of Social Marketing as a pivotal strategy for advancing civic engagement, public health, financial inclusion, environmental sustainability, and even brand or corporate agendas in the Philippines. It’s a tool not just for societal betterment, but also a strategic asset in business—enhancing customer experiences and brand loyalty. We're proud to demonstrate how BeSci and Behavioral Economics can shape marketing strategies, making them more effective and resonant.”

Co-organized by the International Social Marketing Association (iSMA) and the Latin American Social Marketing Association (LAMSO), the WSMC featured 107 submissions reviewed by an esteemed panel of practitioners and academicians—with all four entries from AHA! BD being chosen and highlighted prominently in the conference.

Among the AHA! BD projects selected as case study presentations for the WSMC were “Leveraging Behavioral Communication Interventions to Nudge Condom Use & Discussions among Filipino Males” (a project with Roots of Health) and “Redefining Influencers: Mobilizing Filipino Mothers to Champion Rights-Claiming Behaviors in the Communities” (in partnership with The Asia Foundation, supported by USAID). WSMC-selected posters were “Social Media-Based Behavioral Design Intervention to Battle Social Isolation among Female Public School Students in the Philippines” and “Nudge to Vote: A Gentle Push for Voter Registration in the Philippines”, with the latter garnering the highest accolades, winning the title of Best Poster among all submissions at the conference.

"Our work at AHA! BD is about creating world-class, impactful programs that influence and empower communities and businesses through healthier, more sustainable behaviors," said Claire Elizabeth S. Lim, Program Operations Head at AHA! BD. “Integrating Social Marketing with Behavioral Design® aligns with global trends, demonstrating potential in both social and corporate arenas. The recognition from the WSMC is both an honor and a testament to our methods—driving profound and lasting positive change across communities, businesses, and countries."

Looking ahead to 2024, Applied Behavioral and Decision Sciences (BeSci), especially Behavioral Economics, and Social Marketing are rapidly emerging as key trends that fundamentally transform the way organizations influence behavior—blending social good with commercial success. iSMA President Jeff French stresses the importance of this shift: "The goal is to capture and spread good practice in the application of Social Marketing to promote more citizen-focused approaches to developing and delivering effective, efficient, and ethical community-wide social, economic, environmental, and health programs and policy."

“The synergy of Social Marketing and Applied Behavioral and Decision Sciences, through Behavioral Design®, is an invitation to government bodies, NGOs, international organizations, foundations, and marketing practitioners alike to develop societal and business solutions that are inclusive, equitable, and sustainable,” said Ramos. “As the world anticipates the possibility of hosting the next WSMC in Southeast Asia, we hope to see more Filipino and Southeast Asian representation—bringing together community-focused and market-driven methodologies to create human-centric designs that meet the complex needs of our time.

dashcon 2023: Where AI Meets Human Insight in Business & Digital Marketing

DashoContent proudly presents dashcon 2023, the premier digital marketing roadshow that masterfully integrates Artificial Intelligence (AI) sophistication with human insight in the dynamic world of digital marketing and business growth. This year, dashcon kicks off in the vibrant city of Cebu, a beacon of innovation and creativity. 

dashcon 2023 is a community-driven roadshow that will journey through Luzon, Visayas, and Mindanao. Its theme, "I’M NOT A ROBOT”: Navigating Business and Marketing in the AI Era, emphasizes the powerful combination of human creativity and AI capabilities. This duo is revolutionizing digital marketing and business strategies not just in the Philippines but globally.

Attendees can look forward to a series of events, starting in Cebu on October 26, 2023, at The Company Mandaue, moving to Davao on November 18, 2023 at HQ Compound, and culminating in Manila on November 29, 2023, at Amazon Web Services (AWS) Philippines. 

The roadshow welcomes a diverse audience, from business leaders and startup founders to marketing experts and tech aficionados. Anyone keen on diving deep into the fusion of AI and human skills in marketing and business leadership will find the event immensely beneficial.

dashcon 2023 promises participants the opportunity to connect with professionals, potential partners, and clients. They can engage with industry leaders, content creators, and tech enthusiasts, explore the latest in technology and innovative strategies, and discover the unparalleled value of human creativity in brand storytelling and customer engagement.

The event is packed with highlights, including a keynote on Navigating Business & Marketing in the AI Era, expert panel discussions, unconference sessions driven by participants, and networking breaks to foster connections with fellow visionaries. 

The speaker lineup boasts industry stalwarts like Bran Reluao, CEO and Founder of Republic Asia; Dominic Ligot, Founder of Cirrolytix; and Francis Plaza, co-founder of PayMongo.  Other speakers include Janette Toral who will talk about eCommerce, Connie Barientos Carey on HR, Ian Bert Tusil on Tech, Le-an Lacaba on VAs, Fleire Castro on Content Marketing, and Ryan Tan Yu on VR/Startups.

dashcon 2023 is made possible by the generous support of its sponsors and partners. RepublicAsia takes the lead as the major sponsor, with significant contributions from The Company Cebu, PRWorks, Third Team Media, Cebu Chamber of Commerce & Industry, DTI Reg 7, and DICT Reg 7. Other notable partners include AWS Manila, GetHired Manila, Cebu Chamber of Commerce & Industry, The Interns Hub, HQ Compound, FHMOMs, FOPSCo, SMMPH, Yoveo Digital, Aleph Talent Solutions Corp., and CirroLytix.

Whether you're interested in speaking, sponsoring, or simply attending, dashcon 2023 welcomes your passion for innovation. 

Register by October 20, 2023 and secure your Cebu ticket for just P1500, a significant discount from the regular P3000 price. To register and ensure your spot at this groundbreaking event, visit the dashcon 2023 website or contact the organizers at info@contentdash.app or +639152564918.

Stay updated with the latest announcements by following the event at https://www.facebook.com/dashocontent.

New 917Ventures portfolio company DeepSea helps PH enterprises optimize digital marketing efforts

Big and small enterprises in the country can now optimize their digital and performance marketing efforts through DeepSea, the newest addition to AdSpark Holdings, Inc. of Globe’s corporate venture builder 917Ventures.

DeepSea brings advertisers, agencies, and publishers to a wider programmatic ads ecosystem, preventing wasted ad spending and ad space. It also seeks to help publishers among the 917Ventures group and beyond to maximize their publisher assets.

Currently, advertisers and agencies typically experience inaccurate ad targeting, poor data quality, and limited audience categories. DeepSea’s Data Management Platform addresses these concerns by providing first-party data across various audiences that target the right people.

 

“The platform guarantees more effective programmatic campaign targeting with the help of first-party data on millions of profiles, resulting in higher click-through rates versus industry benchmarks,” said Nikko Acosta, Group CEO of AdSpark Holdings, Inc.

 

On the other hand, publishers are often bogged down with tedious one-on-one selling of ad inventory, and questionable and irrelevant ads and execution caused by programmatic selling.

DeepSea’s Private Marketplace solution solves this issue with real-time bidding of premium and coveted digital assets.

“Our Private Marketplace guarantees a network of reputable, sought-after digital channels such as websites and mobile apps, visited by legitimate audiences,” Acosta added.

 

Through this latest undertaking, Glenn Estrella, Head of Ideation and Acceleration at 917Ventures, said they are forming a strong foundation where their digital advertising and data business can further thrive and scale.

 

“We continuously synergize and capitalize on the collective capabilities of the 917Ventures ecosystem to build compelling solutions and increase operational efficiencies.  Through AdSpark Holdings, we strive to be an adtech platform built on enabling and establishing a unified ecosystem to drive the Philippine digital advertising industry to the forefront,” he said.

 

917Ventures is a wholly-owned subsidiary of leading digital solutions platform Globe.  It offers several diverse high-growth enterprises in healthtech, fintech, adtech, e-commerce, and e-learning to keep pace with the speed of consumers’ growing digital adoption.       

 

To learn more about DeepSea, visit their website at https://deep-sea.ph/. For more information about  917Ventures, you may also visit https://917ventures.com/.

Mang Inasal honored with 8 Araw Values Awards for exceptional digital work

Mang Inasal, home of the leading branded grilled chicken, recently took home top plums in the prestigious 2019 Araw Values Awards.

Mang Inasal was recognized for its exceptional work on their Solb ang Pinoy, Gawad PiliPinoy, HoLEAFDay Araw ng Kalayaan, and Buwan ng Wika Pampilipit ng Dila campaigns.

“It has always been our desire at Mang Inasal to cultivate our rich Filipino culture and to promote positive Filipino values by reflecting them in our digital marketing campaigns”, says Camille Cacapit, Mang Inasal’s Digital Marketing Manager. “As a Filipino quick-service restaurant with a nationwide presence, we aim to inculcate Filipino pride through our food, services, and our distinct brand messaging.”

 

Mang Inasal’s Solb ang Pinoy, a digital video that celebrated unique Filipino craftsmanship and work ethics, won a Gold Araw Values Award under the Advocacy and Branded Communications - Love of Country and Respect for National Customs and Traditions category. The material featured two beloved Pinoy craftsmen – the barong maker and the banig weaver. The video garnered 8 million views, 100 thousand reactions, over 1,000 comments, and 8,000 shares.

Meanwhile, two digital contents -- the Independence Day and the Eid Mubarak Leaf posts -- each received Silver in the Technical Awards Production Design category. The materials were cited for their creative use of banana leaves as a design element.

The Eid Mubarak Leaf post also bagged the Bronze Araw Values Award under the Advocacy and Branded Communications - Love of Country and Respect for National Customs and Traditions.

The video featuring Mang Inasal’s 2019 Gawad PiliPinoy awardee, Iloisa Romaraog-Diga, received a Bronze Araw Values Award under the Advocacy and Branded Communications -  Respect and Care for Life and Dignity and Rights category.

The winning video showed how Session Groceries, the online portal Diga helped establish, has been providing Benguet farmers an alternative online distribution channel, enabling them to command better prices.

The Gawad PiliPinoy Session Groceries video also received two Bronze Technical Awards: one for Sound Design and another one for Cinematography.

Lastly, for the Buwan ng Wika Pampilipit Dila, Mang Inasal received another Bronze, again under the Love of Country and Respect for National Customs and Traditions. By creating challenging tongue twisters or "pampilipit dila" in Filipino, Mang Inasal challenged Filipinos on the street to test their skills. Utilizing a foreigner as host further fueled the fire for our kababayans to showcase their dormant Filipino skills. The 2018 video proved to be a hit – garnering over 4 million views, 74,000 reactions, over 1,000 comments, and 5,000 shares.

“We share these awards with DDB Philippines who have made all these digital initiatives possible. Indeed, these Araw Values Awards inspire us to continue developing and posting similarly themed contents,” Cacapit added.

The Araw Values Awards is a biennial event sponsored by the Ad Foundation. They aim to recognize advertising campaigns that uphold Filipino values based on the Ad Foundation’s ARAW cornerstone values — love of God, commitment to truth, honesty, and integrity; love of country and respect for national customs and traditions; reverence for family unit or marriage or responsible parenthood; respect and care for human life, dignity and the rights of all; respect for law and authority and the promotion of self- discipline; and concern for and preservation of the environment.