PMA’s 47th National Marketing Conference says “Hello ASEAN”

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The ASEAN market is teeming with untapped opportunities for Chief Operating Officers and Chief Marketing Officers and their teams to make a distinctive entry into this emerging economic powerhouse within the Asian Region.

Realizing an urgent need to spread this knowledge, the Philippine Marketing Association (PMA) set the theme of its 47th National Marketing Conference (NMC) this year as, “Hello ASEAN”. The conference will feature stories and scenarios from top-tier business experts and practitioners, marketing masters and disrupters, including CEOs of Philippine, Asian, and global brands that successfully launched or grown their businesses in the ASEAN trade sphere. The event will happen on July 28-29, 2016 at the Marriott Grand Ballroom in Newport City.

The speakers will share their success stories and learnings from exploring and filling the gaps in the market. These insights will feature the strategies and tools that helped their companies conquer multiple challenges. Aside from the invaluable content that attendees will get from the conference and an accompanying trade exhibit, “Hello ASEAN” will feature the ASEAN Pavilion that houses the embassy representations from ASEAN member nations and other guest Asian countries.

“This will give our attendees opportunities to explore, on more concrete grounds, possible partnerships. These business meet-ups are fertile ground for networking, exchanges, developments, and partnerships,” PMA President, Ms. Pinky Yee shared.

Photo shows, from left: Willy Arcilla, Adviser for Program; Faith Abano, Co Chair National Marketing Conference; Yayu Javier, Adviser for Program; Germaine Reyes, EVP Director-In-Charge 47thNational Marketing Conference; Nadia Tantuco, Cignal TV; Gigi Rodriguez, Chairman 47th National Marketing Conference; Dr. Nards Garcia, PMA Past President

PMA also teamed up with the No. 1 Business Channel, Bloomberg, which recently opened its Philippine office after establishing its partnership with TV5 Network Inc. and Cignal. Being the first business news channel to air on a 24/7 basis in the country, Bloomberg TV Philippines is now set to reach out to its audience by co-presenting PMA’s 47th NMC.

“Bloomberg is really privileged to take part in the Philippine Marketing Association’s National Marketing Conference,” Vice President and Head of Channel Management for Cignal TV, Ms. Sienna Olaso shared. “It is our privilege to meet the people in the marketing industry, because our network’s presence in the conference will definitely do something good for Bloomberg. By the same token, we hope that Bloomberg’s integrity and credibility can lend itself to the success of the event. We are looking forward to meet everyone in the event and we are all excited in Bloomberg.”

Some of the speakers who are set to give their invaluable insights on the ASEAN market are, Philippine Airlines (PAL) veteran Jaime J. Bautista who has a long and credit-worthy record of professional service in the travel and tourism business. He recently assumed the presidency of PAL in October 2014 after the Lucio Tan Group took over management control of Asia’s longest-running airline.

Other Notable Speakers

Asian Brand advocate Joe Baladi brings his extensive experience in business communications across multiple geographies to the conference with his talk on How Asian Brands Can Conquer the World. This well- traveled marketing consultant is credited for shaping and repositioning major SME and MNC brands. He is a frequent speaker on the conference circuit, a regular guest on business television programs, and regularly contributes thought leadership articles to business magazines and newspapers across the region. As the CEO of BrandAsian, Joe divides his time in providing one-on-one business and branding advice and counsel to CEOs of some of the Asia’s largest companies.

Joseph “Chay” Cruel, currently the Vice President for Asia Brewery – Non-Alco Marketing, Business Development and International Business, is responsible for the popular domestic non-alco products such as Cobra Energy Drink, Absolute Distilled Drinking Water, Summit Water, Sunkist, Nestea, and Vitamilk. He spearheaded the international business and strategic partnerships for Asia Brewery.

Prof. Enrique Soriano is a Certified Professional Marketer and a PMA Agora Awardee for Excellence in Marketing Education who will examine the nature of Asian Family Businesses. As the Executive Director of the W+B Advisory Group, a Strategic Consulting Group servicing ASEAN corporate organizations on strategic leadership matters, Soriano will discuss growth in Asian family businesses, organizational change, and competitive strategies.

Angelica Suiza is the Chief Product and eCommerce Officer at Triple Pte. Ltd. With her expertise in omni-channel inventory resources optimization, she is responsible for providing category merchandising strategies for Under Armour in Southeast Asia as aligned with the company's aggressive global merchandising directions.

Lucien Dy Tioco is the Senior Vice President for Sales and Marketing at The Philippine STAR and concurrently heads the sales and marketing of the country’s leading business newspaper, Business World. He oversees the sales and marketing programs of The Philippine STAR across all platforms: from print, digital, and most recently, television. His presentation will cover the overall strategic direction of media conglomerates , through his company's own Brand directions, as they venture overseas.

PMA hopes to focus the spotlight on the ASEAN region, which is seen as the 3rd largest consumer market after China and North America, but still overlooked by companies within the region. MNCs have been aware of this potential for some time as even Euromonitor acknowledges this region as one the fastest growing markets in the 21st century. Through its theme “Hello ASEAN”, the 47th NMC aims to shed light on these opportunities especially for those who are motivated by success and growth for their businesses.

For inquiries and or registration, please contact the PMA Secretariat at (+632)638-7700; (+632)634-5722 or email helloasean@philippinemarketing.net.ph.

Inspiring the Family with Avida’s Homepossible: #Familyscape Life Hacks

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Starting a family and building a home, while a joyful life milestone, can be daunting. But there are a lot of ways to nourish the homemaker in you so that you can start out strong.

Discovering the inspiring ways that empower lifestarters in Avida’s Homepossible: Familyscape conference, held on May 28 at Fairmont Hotel, Makati City. The one-day conference aims to encourage family-oriented individuals to pursue a multi-faceted lifestyle in an enabling community, offering a 360-degree approach on gearing up with the essential skills and knowledge that can guide them on the journey to being a homemaker.

Familyscape  headlined by ANC’s On the Money host Edric Mendoza, who talked about how lifestarters can effectively plan their financials. 

WholeMomPH, composed of aspirational moms Chesca Kramer, Rica Peralejo-Bonifacio and Marilen Montenegro shared their lifestyle. 

Marilen Montenegro and Chesca Kramer

The inspiring moms of WholeMomPh cover topics ranging from creating a place that affects family dynamics to nurturing one’s inner self amidst all the demands and responsibilities of a homemaker.

Rica Peralejo-Bonifacio

Familyscape is the second installment of Avida’s Homepossible conference series this year. Homepossible is part of Avida’s campaign that is all about encouraging people to pursue the life that they dream of.

Truly More than Metal - Flash breaks the boundaries between functionality and sophistication with new the Flash Plus 2

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“Most people are looking for a sophisticated phone that doesn’t break the bank. With our new flagship phone in place, they will be able to get their hands on a smartphone that’s not only sleek and stylish, but also functional.” - - -  Lei Zhang, Flash Philippines Country Manager.

We loved the record-breaking Flash Plus smartphone (http://flash3c.com/ph) when it was first introduced in the Philippines mid-2015. Now that its sequel is set to hit Lazada’s e-commerce site starting this May 31, 2016, you can finally satisfy your cravings for an elegant device that’s only priced at P6, 990.

The new smartphone is eyed to offer pioneering innovative functions such as fingerprint recognition technology, Hi-Fi sound effects and fast battery charging—and it’s all boxed in sleek, metal case that transcends beauty and style.

"Flash is one of the most successful smartphone brands that always introduces something new to delight customers. We are privileged to be the exclusive distributor of Flash Plus 2 to our online shoppers,” Inanc Balci, CEO of Lazada Philippines said. “Together, we can bring exciting products closer to Filipinos.”

The Flash Plus 2 adopts a metal framework for better feel of texture, but the phone underwent a series of complex processes to achieve what it is today. It came through horizontal wire-drawing, high-speed side sand-blasting, ultralight rim diamond cutting and twice anodization—with this, you may now have a sense of warmth and vigor for the cold, hard metal work in every touch.

New fingerprint feature

Zhang said that while the new Flash Plus 2 is equipped with the best photography features, it also adopted a fingerprint technology which sets it apart from its previous version. This allows users to have the “perfect assistant of life and office efficiency in just a flick.”

“From accurate fast unlocking to one-stroke app launch, the frontal fingerprint recognition function gives users the ultimate satisfaction of owning something that transcends functionality. It’s secure and aesthetically appealing, at the same time,” Zhang said.

The fingerprint recognition of the new flagship phone offers a 0.5s unlocking mode under “switch off” screen status and all-round accurate recognition. It also allows for personalized app launch options that correspond to the users’ fingerprints. For added security, Flash Plus 2 has a documents protection cabinet where privacy information is stored and encrypted with fingerprint.

Immersive music experience

If you are more into music streaming than photography, then you’d be glad to know that Flash Plus 2 also upgrades its entertainment functions by offering an immersive sound experience. 

The new phone has high-fidelity, quality-retaining earphone acoustics, high sound volume effects, and MIX music production to satisfy your entertainment needs. It has an independent AKM4375 audio decoding chip coupled with state-of-the-art IRD sound digital filter, with value-retaining signal output measuring up to high-fidelity acoustic effects.

While the speaker is being used for playing music, the NXP980 power amplification chip and built-in DSP algorithm drives speaker power to reach 3.6 watts—and it is eight times greater than the volume of average smartphones.

Same photographing DNA

Following the same photographing DNA that runs across the whole Flash product roster, the new Flash Plus 2 upgrades your shooting skills to the next level with its light of fast focal adjustment and dark light shooting capabilities. 

What’s more, the phone’s camera adopts the integration of PDAF and contrast focusing with merely 0.1s of focal alignment. This will allow you to take better snapshots of fleeting moments—from taking a picture of a skateboarder down to snapshotting a flapping swallow.

But the new Flash Plus phone’s rear lens is not the only upgraded technology; you’d be glad to know that Flash also innovated its front lens, adopting LED flash lamp with CRI up to 80 while the red spectrum is intelligently enhanced for selfie or video chatting conditions. With ruddy facial effect, the Flash Plus 2 offers over a hundred percent real-time facial enhancement function to capture beautiful moments.

With these excellent camera features, the new Flash Plus 2 allows “Picture-in-Picture” capability. This happens when the front and rear lenses work simultaneously, giving you a creative photo-in-photo experience.

“To complement the photographing and music streaming needs of our users, we are proud to say that our new phone has fast-charging capabilities. Users can already enjoy 50 percent of battery after merely 30 minutes of charging time; charging this for two hours lets you call someone for 10 hours,” Zhang said.

Finally, Flash is giving you a free hand in choosing between Luna Silver and Venus Gold.

Zhang concluded, “Product innovation has always been at our core. With the young users in mind, we are proud to introduce another product that breaks the boundaries between functionality and aesthetics. Truly, Filipinos can have the best of both worlds with our new Flash Plus 2.”

For more details, please visit the website at http://www.flash3c.com/ph.

Robi Domingo, Alex Diaz and Arisse de Santos are Cadbury 5Star Ambassadors

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Cadbury, once again, brings chocolate fun and enjoyment to a different level. The new Cadbury 5Star, a fusion of chocolate, with chewy caramel and crunchy biscuits center filling--one bite and you’ll think you can do anything.

Together with the launching of its new chocolate bar, Mondelez Philippines, maker of Cadbury 5Star introduces the three young Ambassadors of the brand—actor, Alex Diaz, VJ Robi Domingo, and lifestyle blogger, Arisse de Santos—who exemplify the adventurous and go-getter young millennials of today.

Alex Diaz is a Scottish-Filipino who started out as a commercial model and a radio jock. Living in Canada for a couple years, he decided to come back to Manila to pursue a career in acting and hosting. From auditioning for a teen reality show to landing supporting roles in high-rating teleseryes, Alex has really come a long way. Despite his achievements, Alex wants to do more and would like to make a name in the entertainment industry. Alex believes in the hashtag #YouThinkYouCan! 

Speaking of hosting, before being well-known in TV hosting; Robi Domingo was the first runner-up winner of the popular reality show, Pinoy Big Brother Teen Edition in 2008. Graduating with a degree in BS Health Sciences, this talented young man was set to become a doctor. But things took a different turn as an influx of hosting offers came his way. Fronting various top rating shows, Robi is definitely now one of Philippine TV’s top rising hosts. From med student to TV host, Robi showed that when #YouThinkYouCan, you do! 

From TV to internet, our third Ambassador is a young blogger and the writer behind “Love, A”. Arisse de Santos is a lifestyle blogger who considers her blog like her diary. Her style of writing makes her readers feel like they are being brought along her encounters and discoveries in the areas of beauty, fashion and travel. Outgoing and adventurous, Arisse enjoys meeting people from different walks of life. #YouThinkYouCan be like Arisse? 

Mondelez Philippines Chocolates Brand Manager Arlene Amante expressed, “We see our Brand Ambassadors as energetic young millenials. They’re active, confident, and they live their lives to the fullest. Making them true ambassadors of the Cadbury 5Star spirit of #YouThinkYouCan. 

“#YouThinkYouCan is a movement,” said Amante. 

“A call to make the most of every moment, to be empowered to do what you love through Cadbury 5Star!” 

Official Hashtags: #Cadbury5Star #GoFullOn #YouThinkYouCan

RX International pushes for event management education and professionalization

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RX International Events and Marketing Consultancy Co. (RX International) recently presents to media and guest what is about events, events management, science of a real event and marketer expert. 

Events have become a key factor in the success of marketing campaigns for over the years. Industry players, big or small, resort to this tactical method to complete their 360-degree communications plan and reach their target market. 

The immense impact of an event’s experiential approach is undeniably effective. It is no longer relegated as advertising’s poor third cousin. The overwhelming way events have changed the market’s mindset paved the way for a paradigm shift in the industry’s playing field, resulting to a growing demand for event organizers. It’s no wonder why college classmates and former colleagues in the workplace pool their resources together and form their own events management companies. Different academic sectors and organizations have started offering programs, courses and seminars on event management.

With this dynamic industry in mind, a new events and marketing group joins the spotlight not only to offer strategic marketing communications solutions, but, more importantly, to redefine the events management culture in the country.

The events doctors are in

Dr. Robert C. Sy

RX International Events and Marketing Consultancy Co. (RX International) was formed with a mission to integrate global standards in the implementation of events and marketing programs. At the helm of the company are two professionals who share the passion for community service. Although they come from different fields, they both have the common goal to increase the number of Filipino professionals to uplift the industry and the lives of stakeholders. 

Dr. Robert C. Sy, a surgeon by profession, is a philanthropist and international organizational leader. He is known in the medical field for not charging any fee since he became a surgeon more than 40 years ago. He is currently the Executive Vice-President of Chinese General Hospital, Chairman of UST Alumni Association, Inc., a Trustee of the Philippine College of Surgeons Foundation, and Director of Philippine Red Cross Manila Chapter. 

Working alongside Dr. Sy is the dynamic visionary and scholar Xialeemar “Xiameer” Valdeavilla, PgD, MBA. She has spent more than a decade in the events and marketing industry, and has created several local and international acclaimed projects geared toward the promotion of leadership, community service and education development. She holds an MBA from the London School of Marketing, an associate college of Anglia Ruskin Unversity, UK, and a Post-graduate Diploma in Event Management and Public Relations from the Fitzwilliam Institute Group, London.

Dr. Sy and Ms. Valdeavilla envision RX International as a company that fuses art with the science of a real event and marketer expert. 

“We offer customized services that are creative by nature, marketable in scale, and can propose an attainable return of investment for our clients,” Ms. Valdeavilla enthuses. 

“At the same time, we also want to propagate event management education and professionalization in our country.” 

The events and marketing prescription

Leveraging on the promising industry, Ms. Valdeavilla is very optimistic that event management in the country can be raised to global standards as practiced in other parts of the world. She cites that in the US, Event Planning is ranked among the Top 50 careers across all professions according to the US News and World Report. Meetings and conventions have become a trend in an industry where organizations and businesses are becoming more global. 

In her dissertation on events management practices in the Philippines, Ms. Valdeavilla observes that most event managers or organizers gain their foothold in the industry based on their portfolio of projects and not on their curriculum background. 

“Practically everyone from any industry sector with any course and of any age can organize an event,” states Ms. Valdeavilla. “We’re not saying that this is not good, but the country’s event management industry can have a paradigm shift and reach international standards if we can inject the basics of event management in the current K-12 course curriculum.” 

The Technical Education and Skills Development Authority (TESDA) promulgated the Training Regulations on Event Management National Certificate III in 2007. Ms. Valdeavilla, through her dissertation, proposes that event management may be included in the K-12’s senior high school program or Grades 11 and 12, which carries TESDA’s National Certification I and II. By doing so, it can be aligned with TESDA’s current Event Management NC III, which can lead to a better understanding of the subject and also to further studies related to event management. 

Ms. Valdeavilla further states that with this structure in place, event management can eventually be an undergraduate degree as embraced in most developed cities around the world. In 2015, Hotcourses.com reported that Europe has the most number of schools teaching event management with an estimated number of 114 schools and 341 event management related certifications and courses, from undergraduate to doctorate. This is followed by the US and Australia, and some Asian countries already integrating event management in their curriculum. 

“The trend for professionalization and certification accreditation for event managers has already been making waves globally. With the innate talent of Filipinos, it’s high time that we take event management to a higher and professional level,” she adds. 

A dose of events and marketing professionalism

With professional event managers, the RX International team believes that event practitioners can have better employment opportunities both here an abroad. Overseas employment often require diplomas or certifications on specific fields, and having the necessary certificate on event management from an accredited body such as TESDA could open the gates of opportunities for many.

It could also be advantageous from the client’s point of view. Certified event managers can assure clients that they are in good hands, and that their partnership could lead to mutually beneficial returns. 

However, Ms. Valdeavilla admits that they cannot roll out this professionalization campaign on their own. She says that it would take the help of industry practitioners to help push the country’s decision-makers to re-evaluate the existing curriculum and make it more responsive to global trends. 

“The active participation of event enthusiasts, marketers and entrepreneurs would be vital in creating a module for event management. Having a unified front to professionalize the events industry would eventually result to a win-win situation for event organizers and their clients alike,” Ms. Valdeavilla points out. 

In addition, this undertaking would also create a ripple effect that would further boost the country’s tourism sector. With hundreds of festivals mounted each year all over the country, professional event planners and managers can work wonders to mount well-organized and world-class public gatherings. 

As team RX International team starts attending to event and marketing needs their clients, they still remain steadfast on their goal to promote event management education and professionalism in the country. It is, after all, the key to raising the bar of service excellence and maximizing the economic impact of event and market.