Global marketing leaders convened in Manila for the 4th World Marketing Forum and 53rd National Marketing Conference, hosted by the Philippine Marketing Association (PMA) in collaboration with the Asia Marketing Federation (AMF). This landmark summit, held from November 5 to 8, attracted approximately 2,000 participants from 19 countries, including Japan, Thailand, and Indonesia, focusing on artificial intelligence, sustainability, and consumer engagement strategies.
The summit commenced with an exclusive Ambassador’s Night at Casa Buenas, Newport World Resorts. PMA President Kathy Mercado welcomed international delegates and initiated discussions on marketing’s evolving role in driving economic growth and innovation across Asia.
On November 6, the World Marketing Forum featured a Star Wars-themed presentation that captivated attendees. Notable speakers included Philip Kotler, who joined virtually to discuss resilience strategies in a rapidly changing business environment. AMF Founder Hermawan Kartajaya shared insights on emerging trends, while representatives from PwC, Nielsen, and StoryIQ explored AI’s transformative potential in marketing.
The following day, the National Marketing Conference focused on “Marketing Wars 6.0 and Beyond.” Fine Hygienics CEO James Michael Lafferty emphasized the importance of storytelling and authenticity over transient digital trends. Entrepreneur RJ Ledesma provided strategies for resilience in volatile markets, while a panel discussion led by executives from Chowking and CIBO Philippines examined ways to connect with Gen Z and Gen Alpha consumers.
Beyond conference sessions, the summit showcased the Philippines’ cultural richness. Delegates enjoyed a Hop-On-Hop-Off tour of Manila organized by the Department of Tourism and attended a gala night at Goldenberg Mansion featuring traditional Filipino performances and a tour of Malacañang Palace.
The event culminated on November 8 with the Asian Marketing Excellence Awards at Hilton Grand Bar, recognizing outstanding achievements in marketing across the region. Thailand’s Minor Food Group received the Marketing 3.0 Award, while Pyathai-Paolo Group was named Marketing Company of the Year. Individual awards honored emerging talents and innovators shaping marketing’s future in Asia.
PMA Director Albet Buddahim highlighted the summit’s relevance in addressing contemporary marketing challenges: “This event tackled the wars marketers face—balancing generational shifts and navigating digital platforms.” PMA Executive Vice President Michelle Ballesteros emphasized sustainability’s role in fostering responsible marketing: “This gathering reinforces our commitment to marketing for good—advocating for strategies that drive business growth while protecting the planet.”
The 4th World Marketing Forum and 53rd National Marketing Conference underscored Asia’s growing influence in shaping marketing’s future. With contributions from global companies and cultural showcases, the event positioned Manila as a pivotal hub for collaboration and innovation.
