Global marketing leaders gather in Manila for the 4th World Marketing Forum and 53rd National Marketing Conference
Global marketing leaders, innovators, and professionals gather in Manila for 4th World Marketing Forum and 53rd The National Marketing Conference, hosted by Philippine Marketing Association (PMA) in collaboration with the Asia Marketing Federation (AMF). Held from Nov. 5 to 8, this four-day conference addressed key topics shaping the future of marketing, including artificial intelligence, sustainability, and next-generation consumer engagement strategies.
Attracting about 2,000 participants, the event included delegates from 19 countries, including Japan, Thailand, Indonesia, and Bangladesh. It highlighted Manila’s role as a center of regional thought leadership in marketing and emphasized cooperation to address global and regional challenges.
The conference kicked off with a special Ambassador Night at Casa Buenas, Newport World Resorts, where PMA President Kathy Mercado welcomed international delegates and set the stage for a discussion on the evolving role of marketing in driving economic growth and innovation across Asia. The night laid the foundation for the information and communication that will take place over the next three days.
On Nov. 6, the World Marketing Forum took center stage at the Newport Performing Arts Theatre, drawing 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 adaptability 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 power of artificial intelligence and data-driven marketing in shaping consumer insights and engagement.
The National Marketing Conference, held on Nov. 7 under the theme “Marketing Wars 6.0 and Beyond,” presented the challenges of the modern marketing industry. Fine Hygienics CEO James Michael Lafferty emphasized the importance of basic marketing principles, urging marketers to prioritize storytelling and authenticity over fleeting digital trends. Entrepreneur RJ Ledesma shared strategies for building resilience in a changing market, while a panel discussion led by executives from Chowking and CIBO Philippines explored strategies for connecting with Gen Z and Gen Alpha consumers.
Beyond the conference sessions, the conference also highlighted the cultural richness of the Philippines. The delegates participated in a Hop-On-Hop-Off tour of Manila organized by the Department of Tourism and ended the day with a nightcap at the Goldenberg Mansion. The event featured traditional Filipino performances and a tour of the Malacañang Palace, giving international participants a glimpse of the country’s history and heritage.
The conference ended on Nov. 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 honored as Marketing Company of the Year. The individual awards honored emerging talents and innovators, highlighting the diverse contributions shaping the future of marketing across Asia.
PMA Director Albert Buddahim emphasized the importance of the conference in addressing the challenges that traders face today. “This event addressed the battles marketers face – balancing production shifts, navigating the explosion of digital platforms, and choosing which battles to prioritize. It provided the tools and insights to navigate these complexities effectively,” he said.
PMA Vice President Michelle Ballesteros emphasized the conference’s focus on sustainability and its role in promoting responsible marketing. “This round reinforces our commitment to good marketing – promoting strategies that not only drive business growth but also protect the planet and improve lives,” he said.
By addressing the most pressing problems in marketing, 4th World Marketing Forum and 53rd The National Marketing Conference highlighted the growing influence of Asia in shaping the future of the industry. With the participation of marketing leaders, global companies, and cultural exponents, the event underscored Manila’s important role as a hub for collaboration and innovation, providing actionable insights for marketers navigating the changing dynamics and setting the benchmark for industry events across the region.
The event is supported by a network of associations, 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), Out-of-Home Advertising Association of the Philippines (OHAAP).
Newport World Resorts serves as the local partner, while supporting partners include Exlink Management & Marketing Services Corporation, AQA Advertising, and Katapult Digital. In addition, Shoppertainment LIVE, Uniquecorn Strategies PR, Philippine Business Coalition for Women Empowerment, and ZOE Broadcasting Network served as PR and communications partners.
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