MarComms 2021: Media In Focus

Date: December 18, 2020
Location: Webinar via Zoom

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MarComms 2021: Media In Focus


The 2020 pandemic has caught us unprepared and exposed our vulnerabilities. But as we look forward to 2021, we would like to enter next year with a mindset that look at a window of opportunities to shape, recover and bounce back from this year’s setback so we can determine the future state of media and communications landscape in the Philippines and in global arena.

The stakeholders in our industry has to come together and assist each other to bounce back from the unparalleled challenges we have been through in 2020. Let us start preparing our programs and initiatives for 2021!

What are the opportunities emerging in the landscape of traditional media (radio, TV and print), digital out-of-home advertising, digital, mobile and E-Commerce? Check out ideas for north stars.

Key Webinar Topics

1. The Changing Landscape of Marketing Communications in Today’s Pandemic and Beyond

Key Areas to Focus

– focus on the shift on consumer behaviour, lifestyle, media consumption, etc.
– trending consumer habits and preferences
– dominant trends on per segment
– implications in business of marketing and advertising

2. PH Traditional Media After the Storm

Does TV still dominate the media consumption of Filipinos? How are they coping with the new challenges in the New Normal?

– data presentation followed by panel discussion

3. Recovery Strategies for DOOH and OOH

– panel discussion on ideas on how DOOH and OOH jumpstart business for 2021

4. Digital, Mobile and E-Commerce
Champion Customer Engagement: The North Star

– digital transformation continues to dominate
the agenda of businesses
– The Shift to E-Commerce for Survival
– Mobile-First and Mobile-Only: The Perfect Strategy to Move Forward

Who Should Attend

CMOs, Managing Directors, Advertising/Marketing Managers, Brand Managers, Category Managers, Product Managers, Corporate Communication Managers, Media Planner/Managers, Publishers, Advertising Suppliers, Entrepreneurs, Academics, Students, Government, and those involved in advertising and marketing.

The Resource Speakers and Experts

Prashant Kumar

Founder, Entropia

Prashant is the Founder of Entropia, a next generation integrated brand and digital consultancy.

Entropia, 3 years since its founding, has grown to 65 clients and 220 + people across South-East Asia, and consistently ranked as the most awarded agency, both in Malaysia and the APAC region.

It has gone on to launch a big data offering – Sentient, a personalized marketing service; Roxy, an extended reality offering; EXR and Aladdin, a B2C IoT offering, thus, helping businesses make the best of Industry 4.0.

In his earlier role, he was the President of IPG Mediabrands Asia (NYSE: IPG) for 4 years, turning the region into the fastest growing region in the network. He led the winning of Johnson & Johnson, Yum brands, Reckitt Benckiser and Malaysia Airlines businesses across the region. He also served on the Global Product Council for the network.

A one-time dotcom entrepreneur, he has been a thought leader in the areas of marketing in the digital age.

At IPG, he launched a range of new offerings in the areas of social marketing, data management, E-Commerce services and next generation creative services, which all went on to become successful offerings winning Asia wide recognitions and exported widely in the network.

He also served as CEO of IPG Mediabrands Malaysia for 8 years growing the company from #9 in the market to the largest in the period. Under his watch UM Malaysia became Agency of the year six times in 7 years at Malaysian Media Awards. It also became the #1 Media agency in the world out of 900 agency offices rated by RECMA Paris – the industry rating body, twice in a row.

Prashant served on the prestigious Cannes Media Lions jury as one of the youngest. He has been a speaker at leading global industry events, such as, DMEXCO Germany and Festival of Media Global, Rome. He has also been interviewed by Wall Street Journal and Bloomberg for his digital leadership.

He is an alumnus of prestigious St. Stephen’s College, Delhi and Harvard Business School.

He is a budding aviator and father of two little sons.

Alden Alfonso M. Castaneda

Partner, Acumen Brand Strategy Consultants
Former Marketing Director, Procter & Gamble Philippines, Inc.

He is currently a Partner at Acumen Brand Strategy Consultants. He works as a part time faculty, teaching Marketing Effectiveness Research, Product Development and Management, and Business Mathematics at University of Asia and the Pacific.

He worked as the Marketing Director at Procter and Gamble Philippines, Inc., and Vice President for Corporate Innovations Group and Head of Market Research at San Miguel PureFoods Company, Inc.

Alden was former Vice President for Corporate Marketing for Mister Donut at Wisehill Business Corporation. His work includes marketing, research and development, and shop design.

He was former Vice President for Strategic Planning and Vice President for Research and Business Learning at ABS-CBN Broadcasting Corporation.

His previous stints include: Associate Marketing Director, Section Head for Research and Development and Assistant Technical Brand Manager, to Senior Technical Brand Manager and to Group Manager at Procter and Gamble Philippines, Inc.

In the Marketing Department, he strengthened P&G’s leadership position in all the major categories handled – laundry, dishwashing, fabric conditioner, diapers, and mentholated rubs.

In the Research and Development Department, he led the Asia Laundry Consumer Understanding program covering China, Japan, India and the Philippines. This team identified key consumer insights that were used to give direction to the technology programs as well as marketing relaunches for the whole of Asia. Asia-wide focus group discussions, applied techniques in psychology like Maslow’s Hierarchy of Needs, behavioral research, and technical consumer modelling to yield both articulated and unarticulated consumer needs.

He led the Research division to be the company’s knowledge engine that transforms data into insights. Covered the research requirements for all ABS-CBN operations including Channel 2, Studio 23, Cable Channels (ABS-CBN News Channel, Cinema 1, Lifestyle Network), Radio (DZMM, DWRR, and Regional Radio). Also provided support to the other subsidiaries like ABS-CBN Consumer Products, Star Cinema, ABS-CBN Publishing, ABS-CBN Interactive, and ABS-CBN International.

As Head of Strategic Planning, he led data mining of advertising, customer satisfaction, and rating trends that would lead to optimum sales.

As Vice President of Corporate Innovations Group in San Miguel Purefoods, he led the development of the Innovation strategy of the Food Group (Processed Meats, Butter/Margarine/Oils, Ice Cream, Poultry and Meats, Feeds, Flour and Institutional), covering Regular and Disruptive types of Innovation.

He holds a degree in Chemical Engineering, Cum Laude, from the University of the Philippines. He was number 2 in the Board Exams for Chemical Engineers. He holds an MBA from Universitry of the Philippines.

Arthur Policarpio

Chief Executive Officer
Xiklab Digital

Arthur is the CEO of Xiklab Digital.

He is a pioneer in digital and mobile marketing in Asia, with more than thirteen (13) years experience in digital/mobile marketing. He has worked on digital/mobile strategy and execution for various top companies across the region, such as: Unilever, Procter & Gamble, Coca-Cola, McDonald’s, Pfizer, DBS Bank, Indofood, and many others.

Under his leadership, Xiklab Digital and Mobext PH has won numerous awards and accolades in the Philippines and across the region. From 2013-2015, Mobext Philippines has won 14 local and international awards from various top mobile/digital awards shows, such as, the Mobile Marketing Association APAC Smarties, Mobile Excellence Awards, as well as the Philippines Boomerang Awards.

He is a sought-after speaker across Asia-Pacific in mobile, and has spoken in various prestigious industry events such as: Festival of Media in Singapore (2015), AdTech ASEAN (2014), Mobile Marketing Association Forums (Vietnam, India, Singapore, Shanghai), Spikes Asia in Singapore (2014), and many others.

Arthur is an industry leader in the Philippines, having co-founded the Internet and Mobile Marketing Association of the Philippines (IMMAP) in 2007, the country’s official organization for digital companies with more than 100 member companies. He served as IMMAP’s Founding Vice President in 2007 and 2008, and as President in 2009.

Eduardo I. Mapa, Jr.

Country Head/Partner
Entropia CBR

‘Digital Transformation Agent and Evangelist, Culture Maker, Data Whisperer And Chief Storyteller – At Large.’

Ed is the Founder and CEO of Castle By The River, A Digital Transformation Agency.

He has over 25 years of experience in the field of advertising, digital marketing, public relations and strategic planning.

Prior to moving in the start up and consultancy arena, Ed’s career spanned across key markets in Asia and worked with global advertising and marketing networks: Omnicom Group and Havas.

He was CEO of Digital Arts Network (DAN)/TBWA Manila; Co-Founding Partner of Havas Media Ortega in Manila; Chief Innovation Officer, Havas Media China; CEO of Havas Digital, Beijing; CEO of Havas Digital Mumbia, India; CEO and President of Media Contacts, Philippines (now Havas);Regional Account Director, Euro RSCG (now Havas) in Singapore.

He has led numerous innovative advertising and digital marketing campaigns and handled the businesses of Procter & Gamble, Unilever, Intel, Volvo, Smart Communications and Globe Telecoms among others.

Ed is one of the Co-Founding Directors of the Internet and Mobile Marketing Association of the Philippines (IMMAP) – the country’s premiere industry authority in digital marketing, and DCOM (Digital Commerce Association of the PHilippines). He is recognized father of the ‘Boomerangs’– considered as the Oscars of Digital marketing campaigns in the Philippines and just recently, Ed was the Director-In-Charge of the highly successful first Philippine Digital Congress in 2016 at the Philippine International Convention Center (PICC).

Shayne Garcia-Madamba

Chief Digital Officer
Havas Media Ortega

Shayne has been in the media industry for almost 20 years. She is currently the Chief Digital Officer of Havas Media Ortega. She brings with her rich experiences from traditional media to digital, from media planning and buying to business development and performance marketing. True to her media craft, Shayne has brought home recognitions locally and regionally – two of which include Campaign Asia Digital Agency of the Year Award 2017 and ’40 under 40′ individuals in APAC by Campaign Asia in 2016.

While most believe that her world revolves around advertising, there is one thing that Shayne could not live without – teaching. She is a regular subject-matter-expert and media program chair at the CDM program (Certified Digital Marketer Program), and she spent years teaching in UP Diliman and UP Manila. Shayne is a veteran speaker in multiple marketing events here and abroad: most recently, she was one of the workshop leads for the Nicholas Hall Conference in Vienna Austria last April 2019 and a keynote speaker in the recent New Directions conference in London last November 2019.

Jay Bautista

Managing Director
Kantar Media Philippines

Jay is the Managing Director of Kantar Media Philippines. He celebrates his 25th year in field of media research this year.

Jay is a member of the Digital Measurement Board (DMB) of the Internet and Mobile Marketing Association of the Philippines (IMMAP), to which he serves as Director in 2013. He also served as a member of the Marketing and Opinion Research Society of the Philippines (MORES) where he was past President in 2010.

Jay earned his degree in AB Communication Arts from the Ateneo de Manila University and an MBA from the University of the Philippines.

Lloyd Tronco

Executive Director
Philippine Center for Out-of-Home Media Research and Science (PhilCourse)

Lloyd is a stalwart in outdoor advertising in the Philippines. His first brush with outdoor advertising and Out-of-Home (OOH) media, started more than 30 years ago having grown up in a family business which provided billboard space in the Visayas and Mindanao. Having worked his way up in the family business, he became the General Manager of Tronco Advertising based in Bacolod in1994.

In 2001, Out-of-Home (OOH) media began gaining popularity in the Philippines. Lloyd was hired by McCann Erickson Philippines’ media unit, Universal McCann to be part of a team specializing in out-of-home media.

At Universal McCann, he handled the Out-of-Home (OOH) media requirements of the agency, serving the requirements of Coca-Cola, Cathay Pacific, Mastercard, and Globe Telecom until early 2005.

Following the stint with Universal McCann, he set up a consultancy which developed the business of OOH media vendors, and serving the Out-of-Home (OOH) media needs of various media agencies. He is a Certified Digital Marketer and is an advocate of Out-of-Home (OOH) and digital channels to achieve maximum awareness for brands.

Registration Fees and Discounts

PHP 2,699 + VAT
– Package of 5 Delegates + 1 Free
– 5% Discount to Past Delegates
– 20% Discount to Academe/Students/Government

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