Here’s everything that went down at ‘What’s NEXT in Marketing: Philippines 2025’: from customer engagement to digital advertising - MARKETECH APAC (2025)

In 2025, customer engagement and digital advertising are undergoing a powerful evolution, driven by real-time personalisation and AI-fueled innovation. Today’s consumers expect more than just clever targeting—they crave meaningful, interactive experiences that resonate across every digital channel.

Moreover, brands are leveraging advanced data analytics, machine learning, and dynamic content delivery to meet audiences where they are, with messaging that feels intuitive, timely, and human. From immersive ad formats to predictive engagement strategies, the future of digital marketing lies in creating conversations—not just impressions.

Continuing in its quest to lead the conversation on the future of marketing for the Philippine market, MARKETECH APAC recently concluded its What’s NEXT in Marketing: Philippines 2025 conference, held on March 26-27, 2025 at the Shangri-La The Fort, Manila.

Said conference, built on the success of its debut local event in 2023, followed by a second one in 2024, offers both local and international brands and marketers crucial insights, strategies, and tools needed to stay ahead in an ever-changing industry. In addition, this dynamic two-day event showcased top industry leaders as they came together to exchange experiences, share expertise, and offer a glimpse into the future of marketing.

Day One: Customer-centric marketing at focus

The first day of the conference focused on discussions of putting the customer at the centre of the marketing blueprint for brands–whether it is about valuing customer voice for value-driven strategies, redefining customer-centricity to allow users to shape their experience with brands, and what lies ahead for customer experience through commerce.

Leading the conversations during the morning part of the first day included:

• Jiggs Espadilla, Head of Marketing at Aboitiz Foods
• Kate Bañes-Lopez, Marketing Head at Babymama Inc.
• Sheila Paul, Chief Marketing Officer at Home Credit Philippines
• Anthony Louis Guanzon, Chief Marketing Officer at Malayan Insurance
• Samantha Manuel, Group Director, Digital Marketing & Reputation Management at Megaworld Hotels & Resorts
• Sirish Pallevada, Country Manager, Philippines at MoEngage
• Angel Gaffud, Former Marketing Director at Wendy’s Philippines

Meanwhile, leading the conversations during the afternoon included:

• Bea Atienza at Marketing Director, IBE at Colgate-Palmolive
• Roki Ferrer, Head of Data at dentsu International
• Greg Anonas, Marketing Director at Emperador Distillers, Inc.
• Diet Lagura, Senior Director, Head of Go-To-Market at FWD Insurance
• Geli Angeles, Marketing Director at GoTyme Bank
• Phil Tiongson, Head and General Manager for Data and Strategy at Havas Ortega
• Frenissa Lagman, Marketing Director & Head of Social Commerce at Kimberly-Clark
• Chad Sotelo, Chief Marketing Officer at Robinsons Land Corporation
• Jason Yong, CEO & Founder at Unicom Marketing
• Joey Flores, Associate Director of Marketing at ZALORA Group

Morever, the conference also included roundtable discussions, which allowed attendees to connect with industry peers, share valuable insights, and explore key marketing topics shaping the future of the industry including content marketing, customer engagement, customer experience, customer insights, data & analytics, digital advertising, digital transformation, generative ai, influencer marketing, omnichannel advertising, omnichannel marketing, and performance marketing.

The moderators for the roundtable discussions for the first day included:

• Diet Lagura, Senior Director, Head of Go-To-Market at FWD Insurance
• Fara Rodriguez, Client and Campaign Strategy Head at GCash
• Pauline Kaye Batan, Business Development Manager at GCash
• Fatima Baduria, Regional Journalist at MARKETECH APAC
• Jean Cabico, Regional Producer at MARKETECH APAC
• Joven Barceñas, Founder and CEO at MARKETECH APAC
• Kathleen Murata, Regional Producer at MARKETECH APAC
• Samantha Manuel, Group Director, Digital Marketing & Reputation Management at Megaworld Hotels & Resorts
• Bayu E. Putra, COO and Co-Founder at Mimin
• Sirish Pallevada, Country Manager, Philippines at MoEngage
• Adolfo Aran Jr., Senior Director for Corporate Marketing & Communications at National University
• Diogo Andrade, VP, Sales at Teads
• Romy Fresto, Country Lead PH at Telesign
• January Kay Collamat, Head of Digital Marketing at Timezone Philippines
• Jason Yong, CEO & Founder at Unicom Marketing

Day Two: The power of digital to boost marketing, advertising strategies

Meanwhile, the second day of the conference focused on leveraging digital marketing and advertising strategies, including influencer marketing, martech stack integration, ROI-driven digital media, and how brand storytelling can transform engagement into loyalty.

The industry leaders involved in the morning session for the second day included:

• Francis John Chua, Senior Assistant Vice President, Marketing at 2GO Group, Inc.
• Gino Riola, Chief Marketing and Communications Officer at Allianz PNB Life
• Ces Oreña-Drilon, Broadcast Journalist at Cignal’s One News
• Jasper Evangelista, Director of Brand & Marketing at DITO Telecommunity Corporation
• J-Anne Aruta, Country Marketing Head at Grab
• Albet Buddahim, Vice President and Head of Marketing at Mega Prime Foods Inc.
• Larry Evans Tan, CEO and Founder at TFI Group of Companies (CoCo Tea)

Meanwhile, speakers for the afternoon included:

• Mahek Shah, Global Head of Media at AirAsia MOVE
• Roki Ferrer, Head of Data at dentsu International
• Jogent Emmanuel Tan, Marketing Director at Domino’s Pizza Philippines
• Brittany Kaw, Global Offline Media and Influencer Marketing Senior Team Lead at Emma – The Sleep Company
• Oscar Pobre, CRM and Data Solutions Head at GCash for Business: Partner Solutions
• January Kay Collamat, Head of Digital Marketing at Timezone Philippines
• Agnes Moulic, Vice President, Products & Operations Marketing Head at Union Bank of the Philippines

The conference also hosted a series of roundtable discussions, continuing discussions on key marketing topics shaping the industry’s future, as well as continued networking with fellow industry peers. Moderating the sessions are:

• Ace Adrian Amosco, Head of Marketing Creatives at Alfamart Trading Philippines, Inc.
• Maria Pamela Valenzuela, VP Marketing at Concepcion Carrier Air Conditioning Company
• Jogent Emmanuel Tan, Marketing Director at Domino’s Pizza Philippines
• Fara Rodriguez, Client and Campaign Strategy Head at GCash
• Pauline Kaye Batan, Business Development Manager at GCash
• Rosebel Garcia, Head of Marketing and Commercial at Hertz Philippines
• Ria Corral, Marketing Director at Jobyoda
• Fatima Baduria, Regional Journalist at MARKETECH APAC
• Jemo Espartinez, Regional Producer at MARKETECH APAC
• Katherine Denise Sy, Regional Head of Content at MARKETECH APAC
• Kathleen Murata, Regional Producer at MARKETECH APAC
• Bayu E. Putra, COO and Co-Founder at Mimin
• Diogo Andrade, VP, Sales at Teads
• Jaslene Tung, Regional Managing Director at Unicom Marketing

The What’s NEXT in Marketing: Philippines 2025 conference was made possible by sponsors GCash for Business Partner Solutions, MoEngage, GrabAds, Telesign, Teads, and Unicom Marketing; as well as event partner Globe Business.

The conference was attended by 162 delegates representing brands such as Abenson Ventures, Inc., Bank of the Philippine Islands, Bo’s Coffee, Boozy.ph, Chubb Asia Pacific, Enchanted Kingdom, Epson Philippines, Eton Properties, Filinvest Alabang, Fonterra Brands, JTI, Okada Manila, Philippine Bank of Communications (PBCOM), Philippine National Bank, Quorum International Inc. (Toby’s Sports Group), Santé International, Southstar Drug, S&R, The Coffee Bean and Tea Leaf Philippines, and Visa, amongst others.

The conference is part of a five-part conference series–with the Singapore one concluding on February 20 this year. The subsequent conferences are listed as follows:

• What’s NEXT in Marketing: Hong Kong 2025 – 24 April, 2025 (Cordis, Hong Kong)
• What’s NEXT in Marketing: Indonesia 2025 – 31 July, 2025 (Pullman Jakarta Central Park)
• What’s NEXT in Marketing: Malaysia 2025 – October 2025 (Sheraton Petaling Jaya)

For sponsorship opportunities, please contact Joven Barceñas at [emailprotected].

For speaking opportunities for these conferences, contact Katherine Sy at [emailprotected]; and for registrations, reach out to Hans Policarpio at [emailprotected].