Fifty Shades of Marketing: Souvenir Program

JULY 8—9, 2015 SOFITEL PHILIPPINE PLAZA

Theme Rationale

If you’ve read the book and watched the movie 50 Shades of Grey, it may come across as a simple BDSM tale. But to marketing people, we can actually learn more about marketing than what we’ve read in marketing books. Beyond the more than interesting and unusual plot and cast of characters, 50 Shades of Grey touches on the very essence of human behavior. It is not just about being sadistic or dominant or submissive, but a deeper insight into all of us as human.

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Fifty Shades of Marketing | Theme Rationale

In the story, although it seems that Christian is in control, Ana masterminds manipulation of Christian’s feelings - blindsiding him, coaxing him to open up and do things to please her. During their first meeting, Ana uses nonverbal cues and convinces Christian to move from behind the desk to sitting beside her. There is a lot of symbolism in that scene. Her feminine, underhanded control and manipulation of him continues with text messages and phone calls that reach out to him, but are left unanswered.

BDSM groups are concerned about consent, which is why Ana’s refusal to sign the contract was her way of gaining leverage - to renegotiate their relationship to her liking. Once she signs the contract, she becomes woman number 16, and she makes it very apparent how little that appeals to her. By refusing to sign, she allows their relationship to evolve beyond the contract’s limits, always holding the reigns by forcing Christian to comply with her rules.

On a deeper level, Ana and Christian negotiate trust, identity, vulnerability and many of the challenges that come with being in a relationship.

As a marketer who handles brands, isn’t our relationship with our customers exactly the same?

The world has changed, consumers have changed.

But marketing still hasn’t. Today, brands refuse to make love to the consumer. They market. Hard. And today’s consumer are fifty shades marketed-up.

Beyond the latest trends of marketing ­— social media, big data, digital, among others — humanizing the brand remains at the core. And yet, many marketers today still see their customers as mere statistics, analyzing their every move, and trying to predict their behavior, trying to be the Dominant and pushing their customers to submit to them. But in the end, it is the customers that remain in control. In order to win, brands have to learn to submit, because it is only when they become the Submissive that they realize, like Anastasia Steele, that they are the ones truly in control.

Day One | July 8 09.00 — 09.15am

Opening & Welcome

09.15 — 10.15am

Opening Keynote Speaker: Sen. Francis Joseph ‘Chiz’ Escudero

10.15 — 10.30am

Morning Break

10.30 — 12.00nn

Branding

Media/Communication

Digital

Success Secrets & Challenges of Market Leaders

Role of PR in the New Age of Brands

Digitals Tools that Build Brand Success

ED TOTANES

JUNIE DEL MUNDO

URC, GM

ALBERT CUADRANTE

CHARLIE AGATEP

JEANNETTE JAMES

HAVAS WORLDWIDE MANILA, GROUP CHAIRMAN

MARIA LOUISA CABREIRA

THE PLUMP PINAY

RADIAN 6

JV RUFNO

BLOGGERS

INQUIRER.NET

Lunch Break

12.00 — 02.00pm 02.00 — 03.30pm

GOOGLE, COUNTRYHEAD

GREENWICH, GM GLOBE, SVP

KEN LINGAN

EON, CHAIRPERSON

Bringing New Brands to the Philippines

GIBBY PENAFLOR

AIR ASIA, COMMERCIAL HEAD

GEORGE CHUA

Future of Media Agencies

GARY DUJALI

PLDT, VP & MARKETING HEAD

PRASHANT KUMAR

BAIC, GM

IPG MEDIABRANDS, GM

Winning Through Videos

BUDJETTE TAN

MRM EXEC. CREATIVE DIRECTOR

PAOLO MERCADO

NESTLE, SVP CORP COMM

PAULO FRANCISCO AIM PROFESSOR

03.30 — 05.00pm

Made in the Philippines, Made for the World

(TO BE CONFIRMED) JOEL MAGSAYSAY

JUSTIN HALIM

HEAD OF AGENCIES, FACEBOOK

ASHOK PATRO

CAMPAIGNS & GREY, FOUNDER & CHAIRPERSON

LAMOYAN CORP., PRESIDENT

05.00 — 06.00pm

JJ CALERO

FULL CIRCLE, CHAIRPERSON

Brand Domination Through Social Media

YOLY ONG

POTATO CORNER

CECILIO PEDRO

Communications in Crisis

BONG OSORIO

HEAD CORPORATE COMM, ABS-CBN

THOUGHTBUZZ, MD

EDDIE LEE

INNITY, COUNTRY HEAD

Closing Keynote Speaker: Francis Kong

Fifty Shades of Marketing | Programme

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Day Two | July 9 09.00 — 09.15am

Opening

09.15 — 10.15am

Opening Keynote Speaker: Charo Santos-Concio

10.15 — 10.30am

Morning Break

10.30 — 12.00nn

Creative Marketing

Below the Line

Marketing 3.0: Branding in the New Age of Marketing

Effetiveness of Non Traditional Media

ANTON CABANGON

GLENN HERNANDEZ

BUSINESSMIRROR, PUBLISHER

MARGOT TORRES

When Business Models Disrupt

RJ LEDESMA

IMERCH, PRESIDENT

MERCATO CENTRALE

CATHERINE ILACAD

BRIAN CU

POSHNAILS, PRESIDENT

MCDONALDS, MARKETING DIRECTOR

GRAB TAXI

NATO AGBAYANI

BENJIE YAP

LIZAN KUSTER

GLOBALTRONICS, VICE PRESIDENT

UNILEVER, VICE PRESIDENT

IMPACT HUB MANILA, CO-FOUNDER

Lunch Break

12.00 — 02.00pm 02.00 — 03.30pm

Innovations

Secrets of Creating Winning Brand Ideas

The New Age of Fashion

Secrets of Youtube Superstars

DAVID GUERRERO

KATSUMI KOBOTA

FAYE & LAURICE TENDILLA

MERLEE JAYME

TRICIA GOSINGTIAN

HANNAH VILLASIS

LEIGH REYES

SARAH MEIER

LLOYD CADENA

BBDO, CHAIRPERSON

UNIQLO, C00

DM9, CHAIRMAN & COO

FASHION BLOGGER

LOWE, PRESIDENT & C00

METRO, EDITOR

KIDS TOYS

A LIST BLOGGER LLOYD CAFE

DOMINIC DIMAGMALIW ADVOCATEPINOY

03.30 — 05.00pm

A & A (Aquino and Abunda) in PMA

AQUINO AND ABUNDA: BRANDING IN THE BUSINESS OF SHOWBIZ (WITH CELEBRITIES AND MANAGERS)

05.00 — 06.00pm

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Wrap Up / Raffle: Major Prize

Fifty Shades of Marketing | Programme

My warmest greetings to the Philippine Marketing Association on the Asian Marketing Leadership Summit.

Sen. Francis Joseph Escudero Senator of the philippines

The summit, aptly themed “Fifty Shades of Marketing,� is indeed an interesting and highly anticipated gathering of the country’s top marketers and stake-holders of the industry that utilizes a diverse and multi-faceted set of techniques and methods to entice potential customers to avail of the product or service being offered to them.

Hence, allow me to extend my congratulations to you all, as this important conference will definitely help elevate the capacities of our marketers add another dimension in the local marketing industry.

Fifty Shades of Marketing | Keynote Message: Sen. Chiz Escudero

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The Philippine Marketing Association’s Asian Marketing Leadership Summit 2015 aptly themed, “FIFTY SHADES OF MARKETING” is anchored on our theme which is “Pinoy Asian Marketing: Crossing New Borders.

Touching More Hearts”.

Henry S. Tenedero president, pma 2015

Against the backdrop of ASEAN Integration and the Philippine government’s hosting of the APEC Summit, AMLS 2015 promises to be unique in more ways than one — with fifty speakers in one conference and session topic tracks covering Branding, Creatives, Innovation, Media Communication, Below the Line, to Digital. The two-day event will showcase the Filipino marketer’s ingenuity, creativity, resourcefulness, adaptability and resilience.

The world of marketing has lots of “shades” and is ever changing. Everyone is faced with new challenges validating the fact that marketing is both an art and a science. But what makes marketing truly fascinating is its response to the dynamic needs and wants of the consumers.

And the consumers’ behaviors and expectations constantly change.

According to James Engel, Roger Blackwell and Paul Miniard in Customer Behavior three factors determine customer’s behavior: 1. Environment – cultural background, social class, family, and situation.

2. Individual differences and influences – motivation and involvement, knowledge, attitude, personality, lifestyle and demography.

3. Psychological process – internalization of information, learning process, and the

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change in behavior and attitude.

But beyond marketing, let’s ask a deeper question: “What kind of world do you want for your children and grandchildren?” Roger Kaufman’s Mega Planning Theory allows us to look deeper into the levels of thinking: First, think Mega. Think on the level of societal needs (community) that will result in meaningful outcomes. Think about the needs of the Filipino people or even bigger, think for the whole human race.

Second, think Macro. Think on the level of industrial needs (customer) that will result in outputs.

Third, think Micro. Think on the level of professional needs (company) that will result in products.

Before I end my message, let me segue a bit and congratulate the hardworking AMLS Team headed by PMA-EVP Arlene Padua and Overall Chairman Dr. Donald Lim for a very job well done.

Lastly, Arief Yahya, author of the book Paradox Marketing puts it succinctly – Technology is progressing at an unstoppable rate. Twenty years ago, it was unthinkable that the internet would become a force that fundamentally changed the way we live today. It is then impossible to predict what the world would become especially with regard to business, twenty years from now. We ought to constantly change. And, FIFTY SHADES OF MARKETING, will surely change your perspectives in marketing.

See you in our next “crossing new borders and touching more hearts event”, the ASEAN INTEGRATION MARKETING MONTH CELEBRATION!

Fifty Shades of Marketing | Message from the PMA President

“Business is about people.” — Christian Grey (50 Shades of Grey movie)

Ms. Arlene P. Padua, CPM EXECUTIVE VICE PRESIDENT & Director-in-Charge, AMLS 2015

We all have read and heard that this year, the ten member countries in Southeast Asia launched a single market for goods, services, capital and labor, which has the potential to be one of the largest economies and markets in the world. With a combined gross domestic product (GDP) of $2.4 trillion in 2013 it could be fourth largest by 2050 if growth trends continue. (Source: ADB Publication ASEAN 2030: Toward a Borderless Economic Community) While we see the proliferation of brands coming into the Philippines from Indonesia, Vietnam, Malaysia, and China, have we, Chief Marketing Officers of our respective companies, prepared to cross borders and reach the other 9 member countries of ASEAN with a total population of 551.636M? Truly the market size has grown by leaps and bounds, the familiar games have totally changed, and we are now faced with new rules of engagement. We need to open our eyes wide to see and activate all our senses in order to learn how we all can adopt quickly. We need to set new roadmaps for rapid growth and bullish gain with the ASEAN market share, and be able to contribute to the inclusive and sustainable economic growth our government has been envisioning.

May this breakthrough event we have mounted show you your needed paradigm shift and parallelism as it did us. The dominant is NOT at all in CONTROL, the submissive is. May you gain and absorb all the learning from the 50 Marketing Masters we have lined up exclusively for our constantly learning and evolving fellow marketers – YOU! That in ALL things, God may be glorified!

Fifty Shades of Marketing | Message from the Director-in-Charge

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Welcome to Fifty Shades of Marketing.

A novel that became a worldwide sensation — at the bookstores, online and at the box office — also became an inspiration for us in the Philippine Marketing Association when we were planning for this annual conference.

Donald Patrick L Lim OVERALL CHAIRMAN, amls 2015

Most conferences today usually have consecutive sessions of speakers talking for 45 minutes each, and a Q&A after. But given the short attention span of people today, and the fact that going to conferences would take managers and executives away from their work, we would like to make sure our participants make the most of their two precious days with us. Thus, we asked ourselves: how can our attendees this year learn from more people in the most efficient way possible?

That challenge has resulted in the biggest gathering of quality speakers to participate in a single event - from global experts to legends and icons, to rising stars.

As we all know, our “aha” moments sometimes come from developments outside our industry. The keynote speakers are there to inspire us and make us think outside the box. Then we assembled leaders from various sectors and industries to ensure that we cut across a broad spectrum of interests. In doing so, we are giving conference attendees what they’ve long wished for: CHOICE. They can pick which talks they want and when they want it. Three tracks run in parallel with one other; attendees may choose the track they will attend. And if they wish to listen to the other tracks, they can listen to the other two online, in the convenience of their office or home. To add to the excitement, one special participant who absorbs all the learning in the conference will be going home with a new CAR! Our association worked hard to put this conference together.

But beyond the time and resources we spent individually and collectively, we had fun and are more excited than ever to bring this unique experience to you. We hope you share that excitement with us, and enjoy the conference.

Christian Grey told Ana: “If you give yourself to me, it will be so much better. Trust me, I can take you places you don’t even know exist.”

To paraphrase Mr. Grey, give yourself to us these next two days and let us take you to places you don’t even know exist. And even after the conference, as you open new doors and reach new destinations, we hope you’ll remember that you were here.

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Fifty Shades of Marketing | Message from the Overall Chairman

The global economic and business landscape reflects a new shade with Asia being at the center and the Philippines expected to continue to dominate in growth among the ASEAN countries.

As we continue to stand on the threshold of the 2015 ASEAN ECONOMIC COMMUNITY, nothing can be more critical to us than having creative marketing minds equipped with the knowledge of how to address the ever changing business environment and consistently relearning and retooling through innovations to face these challenges.

There are so many opportunities in the regional and global arena and the Asia Marketing Federation (AMF) countries are anticipating to take advantage of these opportunities as well. We, the Philippine business players must seize the possibilities and make it work. The challenge is to break free from the chains of the current pace; to defy the limits of growth and progress; to turn away from self-imposed restrictions of what we can and what we cannot do; to leap beyond the pains and challenges that come our way…. because after all , there are “50 Shades of Marketing” that will contribute to learning from premier marketing masters. So learn as much. The time to act is NOW.

Gwen C. Albarracin Past President of PMA AMLS Adviser

On behalf of the Asia Marketing Federation ( AMF), I would like to congratulate the Philippine Marketing Association for another creative and compelling conference led by its very able Chairman and Past President Donald Lim, its EVP/Director for the AMLS Arlene Padua and the 2015 President Henry Tenedero. I would also like to thank Co-Chair Tess Rotaquio-Guevarra, the AMLS committees, the Professional Staff and the PMA Board of Directors for their hard work in bringing this event into fruition.

To all the delegates, speakers, sponsors, exhibitors and guests , we hope that this summit will assist you towards great success for God’s glory!

Fifty Opportunities To Learn from Fifty Great Marketing Leaders From last year’s Asian Marketing Congress aimed at providing marketing preparedness for the Asean Integration, the Philippine Marketing Association continues this advocacy with the 2016 Asian Marketing Leadership Summit. This year is packed with the best speakers in the industry providing success stories in brand marketing, media, and digital marketing.

I wish to take this opportunity to congratulate PMA and the committee who have worked hard to bring these learnings to the marketing industry. It was a bold step to take on fifty speakers but sometimes we need to be bold to be able to lead. We are certain that you will be able to derive the insights that will bring you closer to becoming the brand to watch for, not just in the Philippines, but also in the Asean region or even the global market.

Maria Luz (Yayu) E. Javier Immediate Past President of PMA AMLS Adviser

A proof of our success is when our very own Agora Award Winner, Universal Robina Corporation, won as the Marketing Company of the Year for the Marketing Excellence Award of the Asia Marketing Federation (AMF) this year. The Philippine Marketing Association, who is the official representative of AMF, was responsible for bringing and presenting that nomination to AMF and we won against several nominations from various countries in the Asia Pacific. I also want to take this opportunity to congratulate URC for bringing this honor to our country!

May the Philippine marketing industry continue to succeed in Asia and to God be the glory!

Fifty Shades of Marketing | Message from the Advisers

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Fifty Shades of Marketing: The Experience “Fifty Shades of Marketing”, the creative handle and theme of the Philippine Marketing Association’s Asian Marketing Leadership Summit, is obviously inspired

by E. L. James’ hit book Fifty Shades of Grey that was later made into a movie.

Keeping its essence, the conference will provide you gradients of provocative marketing, communication and business concepts.

Vince S. Reyes

adviser & PARTNER for staging & production Past President OF PMA

The summit is designed in such a way that it will be progressively experiential, each phase building up to the next. I’m sure that as the story unfolds, this summit further enriches you. There are two cardinal take-away lessons derived from the film that I’d like you to bag home: One. Marketing is about people.

Understanding marketing is about understanding people. You have to know what makes them tick. What makes them buy.

Two. Marketing has rules. If you follow them, it will reward you. If you don’t, it will punish you.

The elements of the conference – learning sessions, exhibit, staging, amenities – aim to make you experience the shades of marketing, but is up to you to set the terms of engagement. We provide the playrooms of exploration, but you’ll be the one to satiate your level of curiousity, your personal threshold of pain and pleasure of learning. But I suggest you let go. Submit to the great teachings of the marketing masters, bond with the customer and see yourself dominate your market.

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Fifty Shades of Marketing | Message from the Advisers

Congratulations and thank you for taking the first step to entering this new realm of marketing. Here’s looking forward to the next 49. more people like these in our country.

Suppose you have been doing well but your good deeds are not recognized nor is it appreciated. Don’t feel bad. Remember that there will always be at least One who sees you and knows what you are doing.

Words of wisdom: “But when you give to the needy, do not let your left hand know what your right hand is doing, so that your giving may be in secret. Then your Father, who sees what is done in secret, will reward you.

Charo Santos-Concio president & CEO ABS-CBN corp.

The line-up of speakers and facilitators for this conference is possibly the most impressive we have ever seen in this country. I truly wished I was a participant instead of a keynote speaker. I am very sure there is so much to learn about the profession that has changed almost beyond recognition.

The buzz words of today reveal that marketing has increasingly become driven by technology. Yet at the same time, we judge brands more like humans. We seek an emotional connection, we build communities around it, we expect interaction. This is indeed a new age !

It is by design that the organizers are bringing together those who have mastered the timeless secrets of the trade and those who have the gift to predict the future. What ABS-CBN hopes to share are some learnings about the Filipino market –how their values and emotions figure in the marketing mix.

I am sure this conference was organized to help make sure that Filipino marketeers will not be left behind in the global space. I can predict that this event will inspire ideas that can be our contributions to the marketing genius of Asia, if not the world.

Once more, congratulations to the organizers and may this summit be as thrilling as the title suggests.

Fifty Shades of Marketing | Keynote Message: Charo Santos-Concio

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SIMPLE MARKETING 101 I am a great fan of marketing. Marketing is both a science and an art. I don’t know who came up with this material but I am sure he is a marketing genius.

The material is entitled: Marketing 101 made simple. Figure this out.

— You see a gorgeous girl at a party. You go up to her and say, “I am very rich. Marry me!” That’s Direct Marketing.

— You’re at a party with a bunch of friends and see a gorgeous girl. One of your friends goes up to her and pointing at you says, “He’s very rich. Marry him.” That’s Advertising.

— You see a gorgeous girl at a party. You go up to her and get her telephone number. The next day you call and say, “Hi, I’m very rich. Marry me.”

That’s Telemarketing.

— You’re at a party and see a gorgeous girl. You get up and straighten your tie, you walk up to her and pour her a drink. You open the door for her, pick up her bag after she drops it, and offer her a ride, and then say, “By the way, I’m very rich. Will you marry me?” That’s Public Relations.

— You’re at a party and see a gorgeous girl. She walks up to you and says, “You are very rich.

I want to marry you” That’s Brand Recognition.

— You see a gorgeous girl at a party. You go up to her and say, “I’m rich. Marry me.” She gives you a nice hard slap on your face. That’s Customer Feedback!

Francis Kong

co-founder, inspire

soon, the respect they want dissipates as word of mouth travels and they travel fast. Some people worry too much about their reputation but they never take the time to develop their character.

They key is to understand that all we need to do is to work on our character and our reputation will take care of itself. Viral marketing takes care of this.

Here is a worthy reminder. If you have to tell people who you are…then you’re not!

And then there is the rare breed of people who do good works out of love. They have an intense desire to make a difference in the lives of others. These are the people we truly admire. They don’t want the applause. They feel uncomfortable when they are publicly recognized. But they cannot hide this from the world. They cannot remain anonymous forever because viral marketing or word of mouth reveals who they are and what they have done. Let their tribe increase. We need more people like these in our country.

The last one is really the punch line. Now here is the key. The best form of advertising and the most effective one at that is called Viral Marketing or better known as “Word of Mouth.” It’s when people begin to talk about your product or services in a very positive way and word goes around. When this happens, you know you have achieved a certain level of success. Now let’s talk about this concept and see how it applies to your life and mine.

Suppose you have been doing well but your good deeds are not recognized nor is it appreciated. Don’t feel bad. Remember that there will always be at least One who sees you and knows what you are doing. Words of wisdom: “But when you give to the needy, do not let your left hand know what your right hand is doing, so that your giving may be in secret. Then your Father, who sees what is done in secret, will reward you.

There are people who make a career out of marketing themselves. They love the spot light.

They donate money to charity, they do good works but they expect a lot of returns in form of public acknowledgement and recognition. And the moment you fail to do so you incur their rage and wrath. I know a couple of people like that. Pretty

If it’s good products and services, you need to advertise but if it’s all about you…let others do the talking.

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Remember this: When you talk about yourself that’s bragging. But when others talk about you now that’s a fact!

Fifty Shades of Marketing | Keynote Message: Francis Kong

There’s a vast wealth of information out there, unfiltered, easily accessed and more often than not far from the truth.

But there’s one name that still stands out when it comes to credibility.

The Inquirer bags top awards during the 2015 Society of Publishers in Asia (SOPA) Awards held on June 10 in Hong Kong with reporter Nancy Carvajal named Journalist of the Year, besting Time magazine’s Hannah Beech and the International New York Times’ Jonah Kessel. Inquirer photographer Edwin Bacasmas won the award for Excellence in News Photography, beating entries from Coconuts Media and the South China Morning Post. It was the first win for both Carvajal and Bacasmas at SOPA.

Overall chairman

Director-in-charge

PRESIDENT

Henry S. Tenedero

Arlene P. Padua

adviser & chairman for staging & production

adviser & PARTNER for staging & production

Education For All Development Center

Donald Patrick L. Lim

Post 10 Worldwide

PP Gwen C. Albarracin

ABS-CBN Corp.

adviser

PP Vince S. Reyes

Center for Pop Music

PP Maria Luz ‘Yayu’ E. Javier

Executive Decisions

Avanza, Inc.

Overall vice chairman

CHairman for ways & means

Chairman for marketing & sales

Chairman for creatives

Catalytx Advertising Inc.

Blooming Ventures Inc.

Fair N’ Square

Vitalstrats Creative Solutions

Tess Rotaquio-Guevarra

Soc R. Bautista

chairman for pr & Media

Mark Vincent C. Co

chairman for DIGITAL

Ruby Asoy-Lebajo

OFFICE MANAGER

Harvey S. Perello

AMPR Publicity & Communications Inc.

Joni M. Garcia

Innity Philippines, Inc.

Philippine Marketing Association

Amrei C. Dizon

event coordinator

Lira C. Ligero

Philippine Marketing Association

Support Group ADMINISTRATION

logistics

PROTOCOL

SPEAKER MANAGEMENT

SPEAKER MANAGEMENT

Marivic Ac-Ac

Ariel Francisco

Cristy Oreta

Nick B. Fontanilla

Carminia B. Rodriguez

Lyceum of the Philippines University

Newmark Import Export Corp.

E-Methods for Business Management

The Asia Pacific Centre for Research, Inc.

AGR Xperts Corporation

CHARO SANTOS-CONCIO

FRANCIS JOSEPH ESCUDERO

FRANCIS KONG

Ma. Rosario “Charo” SantosConcio was appointed Chief Executive Officer in January 2013. Prior to this, she was ABS-CBN’s President and Chief Operating Officer since 2008.

She was previously the Head of Channel 2 Mega Manila Management. Onscreen, Ms. Santos-Concio hosts ABS-CBN Channel 2’s longest-running drama anthology Maalaala Mo Kaya. She began her career in the Company as a Television Production Consultant in 1987 after working as a line producer for BanCom, Audiovision, Vanguard Films, Regal Films, and Vision Exponents. She also worked as a Film Production Manager for the Experimental Cinema of the Philippines. Ms. Santos-Concio is the recipient of many cinema and broadcast industry-related awards over the years. She graduated cum laude from St. Paul’s College in Manila with a Communications Arts degree. She also completed the Advanced Management Program at Harvard Business School in 2007.

Education Master in International and Comparative Law, Georgetown University Law Center, Washington D.C., 1995-96 Admitted to the Bar, 1994 Bachelor of Laws, U.P. College of Law, 1989-1993 B.A. Political Science, U.P. Diliman, 1985-1989 High School, U.P. Integrated School, 1981-1985 Elementary U.P. Integrated School, 1975-1981

Francis J. Kong is one of the most respected business speakers in the country. He earns the distinction as being one of the recipients for The Outstanding Filipino (TOFIL) Awards 2014.

Francis is a businessman, columnist, broadcaster, book author and an inspirational speaker.

— As an entrepreneur Francis is versed in the field of manufacturing and retail. He founded a famous garment brand and ran it successfully for 17 years. He also ventured into retail of an Italian fashion brand and managed its marketing and operations for many years. Francis formed Success Options Publishing Company and Funworks Inc. He also co-founded the leadership consultancy company called Inspire.

— As a business consultant Francis sits as an adviser in some of the country’s top business corporations.

— As a personal coach Francis has mentored many of the top business leaders in the country.

— As a broadcaster Francis runs a radio program called Business Matters t at DZFE-FM 98.7.

— As a speaker and trainer, Francis averages more than 300 talks, seminars and training both here and abroad yearly. As a book author he has authored 18 books and more is yet to come.

He won the Anvil Award for Excellence for the staging of the Dr. John Maxwell Seminar Series, Gold Quill Award for Best Public Speech category given by the International Association Business Communicators.

The Dr. Jose Rizal Award for Excellence in the field of journalism.

He garnered the Communication and Leadership Award by Toastmasters International Philippines chapter.

His book called Famealy Matters was awarded the Anvil Award for Excellence.

His Business Matters radio program was given a special citation for Inspirational Programming by the Catholic Mass Media Awards of the Philippines.

Francis’s business column in The Philippine Star was awarded Best Business Column by the Catholic Mass Media Awards in years 2009, 2010, 2013 and 2014.

Francis took up business while in college and graduated Magna Cum Laude. He holds an MA Degree with Trinity College and Bible Seminar at Newburgh Indiana.

Francis completed the Summer Course on Apologetics and Philosophy held in Oxford University.

He also completed the Managing Yourself and Leading Others seminar in Harvard University’s Continuous Education Program.

He regularly upgrades his leadership learning by attending the World Business Leaders Forum in New York.

PRESIDENT & CEO, ABS-CBN CORP.

SENATOR, SENATE OF THE PHILIPPINES

Awards Rotary Golden Wheel Awards for Political Governance and Legislation, 2012 Most Admired TV Personality, Anak TV Seal, 2008 Young Global Leader, World Economic Forum, 2008 Asia’s Idol, Asia News Network, 2007 TOYM Awardee in Youth Leadership, 2005 Career Senator, Senate of the Philippines, 2007-present Chairman, Senate Committee on Finance, 16th Congress Representative, 1st District of Sorsogon, House of Representatives, 1998-2007 House Minority Floor Leader, 13th Congress House uly 1998 - Nov. 2000) Commander, Philippine Navy Reserved Command Partner, Escudero Marasigan Sta. Ana Vallente & Villareal Law Office, February 1995 – Present Organizations Lord Chancellor, Alpha Phi Beta, 2009-2012 Member, Honor Society of Phi Kappa Phi of the University of the Philippines

CO-FOUNDER, INSPIRE

Fifty Shades of Marketing | Profile of Keynote Speakers

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ALBERT CUADRANTE GENERAL MANAGER, GREENWICH

4

ANTON CABANGON

5

ASHOK PATRO

6

BENJIE YAP

VICE RPESIDENT, UNILEVER

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BONG OSORIO

8

BRIAN CU

MANAGING DIRECTOR, GRAB TAXI

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BUDJETTE TAN

10

CATHERINE ILACAD

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CO-FOUNDER, THOUGHTBUZZ

HEAD CORPORATE COMM, ABS-CBN

EXECUTIVE CREATIVE DIRECTOR, MRM WORLDWIDE MANILA

PUBLISHER, BUSINESSMIRROR

PRESIDENT POSH NAILS

Fifty Shades of Marketing | Speakers

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CECILIO PEDRO PRESIDENT LAMOYAN CORP.

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CHARLIE AGATEP GROUP CHAIRMAN, HAVAS WORLDWIDE MANILA

DAVID GUERRERO

14

DOMINIC DIMAGMALIW

EDDIE LEE

16

EDWIN TOTANES

CREATIVE CHAIRMAN BBDO GUERRERO

INNITY PHILIPPINES

GARY DUJALI

VP & MARKETING HEAD PLDT

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CREATOR, ADVOCATE PINOY YOUTUBE CHANNEL

VP & GROUP HEAD FOR MARKETING URC

GEORGE CHUA PRESIDENT & CEO BAIC

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15

17

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Fifty Shades of Marketing | Speakers

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GIBBY PENAFLOR COMMERCIAL HEAD AIR ASIA

HANNAH VILLASIS BLOGGER FLAIRCANDY.COM

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GLENN HERNANDEZ PRESIDENT & CEO I-MERCH MEDIA, INC.

JAMIL PAOLO FRANCISCO ASSOCIATE PROFESSOR ASIAN INSTITUTE OF MANAGEMENT

JEANETTE JAMES

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JOSE MAGSAYSAY JR

JOSE JAVIER CALERO

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JUNIE DEL MUNDO

REGIONAL SALES, SALESFORCE MARKETING CLOUD

CHAIRMAN FULL CIRCLE COMMUNICATIONS INC.

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PRESIDENT POTATO CORNER

CHAIRMAN EON THE STAKEHOLDER RELATIONS FIRM

Fifty Shades of Marketing | Speakers

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JUSTIN HALIM

HEAD OF AGENCIES SOUTH EAST ASIA, FACEBOOK

KATSUMI KUBOTA CHIEF OPERATING OFFICER, UNIQLO PHILIPPINES

LAURICE & FAYE TENDILLA CREATOR, KID’S TOYS YOUTUBE CHANNEL

LIZAN KUSTER CO-FOUNDER IMPACT HUB MANILA

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JV RUFINO

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KENNETH LINGAN

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DIRECTOR FOR MOBILE, PHILIPPINE DAILY INQUIRER

COUNTRY MANAGER GOOGLE PHILIPPINES

LEIGH REYES PRESIDENT & CEO LOWE

LLOYD CADENA

CREATOR, LLOYD CAFE CADENA YOUTUBE CHANNEL

Fifty Shades of Marketing | Speakers

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MARIA LOUISA CABREIRA 36 SENIOR VICE PRESIDENT

MARGOT TORRES

MERLEE JAYME

NATO AGBAYANI

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PRASHANT KUMAR

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SARAH MEIER

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GLOBE

CHAIRMAN & COO DM9 JAYME SYFU

PAOLO MERCADO

SVP COMM. & MARKETING SERVICES NESTLE PHILIPPINES

RJ LEDESMA CO-FOUNDER MERCATO CENTRALE

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SVP MARKETING & COMM MCDONALD’S PH

COO GLOBALTRONICS, INC.

REGIONAL PRESIDENT IPG MEDIA BRANDS

EDITOR-IN-CHIEF METRO MAGAZINE

Fifty Shades of Marketing | Speakers

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DANAH & STACY GUTIERREZ 44 BLOGGERS

TRICIA GOSINGTIAN

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YOLY ONG

AQUINO & ABUNDA

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THE PLUMP PINAY

FOUNDER & CHAIRPERSON, CAMPAIGNS & GREY

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FASHION BLOGGER, BLOG.TRICIAGOSINGTIAN.COM

TV HOSTS

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SURPRISE CELEBRITY GUESTS

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Fifty Shades of Marketing | Speakers

The Key to Deciphering Brand Value Julia Cupman | B2B Marketing

A strong brand is one of a company’s biggest assets, providing credibility, helping to differentiate a business from its competitors, and adding value to products and services. Not only does a strong brand command premium prices, it also provides a vehicle for driving customer loyalty and advocacy, which is key to the future success of any business.

Brand valuation is crucial in maintaining and building upon this status, acting as a tracking mechanism to monitor and measure the strength of a brand year after year, and highlight where marketing resources should be prioritized. Only when a business understands its strengths and weaknesses is intelligent brand valuation, and any necessary strategic realignment, possible.

After all, how do you improve your position without understanding where you currently are?

However, while companies working across B-to-C markets are well versed in this, the measurement of brand value isn’t widespread in B-to-B marketing.

According to our research, more than half (56%) of surveyed B-to-B companies said that they struggle to build a strong brand, and only 39% had a program in place for measuring the value of it.

It’s clear from these figures that many B-to-B companies are struggling to recognize their brand value and track this as part of a wider marketing strategy. Without measurement and close monitoring, building up and maintaining a strong brand is difficult.

The Importance of Customer Loyalty in Va​luation While a financial figure can be attributed to a brand in order to determine its value, this does not reveal the full picture about its strength. A brand is largely an intangible asset, and its value lies in how its customers feel about it—and its ability to create loyalty and, therefore, maintain demand and profit into the future.

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Importantly, it’s key to be clear on what it means for a customer to be loyal to your business. A truly loyal customer is one who knows how good your service is, would recommend it to his business contacts and has enough goodwill to continue working with you if something goes wrong. The way to measure whether loyalty is widespread is by looking at the “likelihood to recommend” in particular.

This is because advocacy is the ultimate accolade, and there can be no greater measure of loyalty than devoted, repeat customers willing to tell others about their experiences.

Measuring to Monitor: NPS ​and NVS The Net Promoter Score (NPS) is useful in determining how likely your customers are to recommend and promote your company. NPS research is a quantitative method where customers are asked, on a scale of zero to 10, how likely they are to endorse a company to others, and the information is collected by market researchers via telephone or online interviews.

To calculate the Net Promoter Score, the percentage of people giving a score of six or below is subtracted from the percentage of people who gave a score of nine or 10. A score of 100 is the highest possible score (everyone is a promoter) and -100 the lowest possible score (everyone is a detractor). A high NPS (typically above 40), may suggest higher growth potential in the future, and can be an effective measure of future success.

Typically, a Net Promoter Score of around 25 is considered the norm for B-to-B brands.

Another tool in brand strength analysis is the Net Value Score (NVS), which can be used to help gauge the success of an organization relative to its competitors in order to provide an indication of perceived value. A simple question is used to determine the value offered by a company versus other players in the market: How would you

Fifty Shades of Marketing | Feature Article

rate company X on the total value the company offers, compared to the total value offered by other suppliers of similar products or services? Answers can range from: significantly better, somewhat better, neither better nor worse, somewhat worse or significantly worse, and a percentage is assigned to each to calculate a NVS. Excellent scores are above 60, and those below 40 indicate that a brand requires attention. Then, two additional questions are usually asked—one on benefits and the other on price. The findings from these questions suggest the action required to improve on the brand’s perceived value, such as raising or lowering prices, or better communicating the benefits offered.

Because the NVS measures value, it is a good predictor of the likelihood of a company winning or losing market share. A company with an NVS that is significantly higher than its competitors will be one that enjoys a strong brand and therefore rising market share.

A Growing Concern The failure of businesses not assessing the perceived value of their brands creates vulnerability in the marketplace.

Investing in a brand assessment can significantly strengthen a brand’s position within a market. And by researching how to improve customer loyalty— which, ultimately, is the source of greater profits—a company can see where to drive marketing resource to increase its worth in monetary terms. It’s absolutely worth the extra effort and cost in order to reap the benefits and enjoy a high return on investment.

Multicultural Strategy: The Future is Now Erin Liber | Marketing Insights

Amazon can craft an entire list of books, movies and music based on my purchases and browsing, and then either deliver them to various devices or accommodate the increasingly antiquated idea of tangible entertainment consumption through next-day delivery (soon to be drone-enabled). Starbucks knows when I am within a certain distance of one of their locations and pings my smartphone with a reminder that I may be thirsty or interested in their new flavored beverage.

In essence, technology has allowed for companies and brands to “know” and market to consumers at an unprecedented level of personalization.

Yet while the speed of change has been quick across so many facets of the marketing world, we continue to lag behind when it comes to understanding and creating relevant, insights-driven connections with multicultural consumers. Much has been written about the impending population shifts and how that translates to buying power, but few are ready with the insight and strategy to capitalize and fundamentally shift existing mindsets. According to our research at 84.51° Asians, African-Americans and Hispanics will contribute nearly 90% of population growth between 2014 and 2019. By 2040, the non-Hispanic Caucasian population will drop below 50%, becoming the minority. The three largest ethnic groups in the U.S. will each be over 125 million.

The future is now for the multicultural shopper. Without a fundamental shift in how we think about marketing—from the products on the shelf to the way we communicate with consumers about these products—brands will likely

be left behind. This fundamental change requires looking well beyond demographics.

In addition, there is no typical or average multicultural shopper. The purchase behavior of these consumers is influenced by so many facets beyond their ethnic or demographic classification. This can be seen across nearly every category, including what Hispanic, Asian and African-American consumers are placing in their carts at their local grocery store. Here are a few insights into these customer groups, according to our research: Asian consumers: frequent and fresh. The buying power of Asian consumers is significant and growing at the fastest rate of any consumer segment within the U.S. Asian households have different shopping patterns in totality. They have smaller grocery baskets but visit the store more frequently, and those trips add up.

They are also engaged in fresher, more perishable items, with 20% higher spend in produce and 50% higher spend in natural foods.

African-American consumers: convenience is key. Previous perceptions of convenient categories are evolving. Frozen food relevance has met a steep decline with AfricanAmerican millennials. For example, within the frozen, single-serve premium meal space, engagement with African-American millennials has declined nearly three times as much compared to the rest of the population.

Hispanic consumers: personalized strategy. Having a single Hispanic strategy just won’t work. Whether looking at generational status or acculturation level, the needs and corresponding shopping patterns are fundamentally different. For example,

more acculturated Hispanic shoppers are engaged in center-store offerings at nearly a rate of 1.5 times that of less acculturated consumers. Varietyseeking behavior also varies drastically across the acculturation spectrum.

With all of these nuances, a blanket multicultural strategy is no longer sufficient in today’s world.

Whether that entails using any of the above insights to guide new product innovation, assortment decisions at shelf, promotional strategies, or personalized media efforts, marketers today need to change their thinking to a more personalized strategy versus a one-size-fits-all strategy.

Isolating similarities, differences, emerging needs, and shifts in behavior enable retailers and brands to tailor strategies, personalize communications and ensure relevance across their portfolios.

The insights exist, but we need to value these insights enough to do things differently. As the wise marketers at NBC once said, and then subsequently animated, “Knowing is only half the battle.” Transforming insights into action that let us create meaningful relationships with multicultural consumers will be a differentiator for success in the years ahead. The future is now.

Fifty Shades of Marketing | Feature Article

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How Much Are Your Customers Really Worth?

Mark Haller | Marketing News

The best companies don’t just serve their customers well. They serve them in a way that also creates maximum value for the business. Pouring money into improving the customer experience is a crapshoot at best—and at worst, a fool’s errand—if the investments aren’t linked to an understanding of the impact on profits and value.

Many companies still struggle to find the right balance between service and profits, largely because they have trouble determining the true “value contribution” of their customers. Traditional profit and loss calculations don’t dig deeply enough into the individual customers or segments that create—or destroy—profits. P&Ls owned by a business unit or a function such as sales, marketing or logistics typically are not explicitly aligned with understanding which customers are delivering the most to the company’s bottom line.

As a result, efforts to improve individual P&Ls don’t necessarily lift customer profitability because their efforts aren’t coordinated. If a logistics manager reduces air freight by 40% to meet an internal cost savings target, but the cuts affect the business’s ability to serve a segment of customers who were willing to pay a higher price for expedited shipping, you could be leaving money on the table—and possibly losing customers, as well.

In other words, you may win the functional P&L battles (securing leaner logistics, for example) but ultimately lose the war by destroying overall profitability.

But there’s hope. The rise of digital channels and advances in datamining provide marketers with much more information about customers’ transactions, activities and interests.

Developing a 360-degree view of customer profitability, and embedding this perspective into the very fabric of a company’s operations, can help uncover previously hidden opportunities to better serve customers in a way that drives

sustainable profits.

A Single Source of Truth​ A 360-degree approach requires complete visibility into all of the elements that factor into customer profitability.

It’s important to understand not just how much you charge certain customers (list price), but how much you give back to them through promotions, rebates or other discounts.

In addition to direct price incentives, examine the costs to serve each customer by knowing which delivery channels they use, how often they call the contact center and how many warranty claims they make annually—all of which contribute to the “pocket price.” Digging down to the transaction-level DNA of each customer can give you almost unlimited views into the drivers of profitability.

Of course, pulling this information together is half the battle. The data often reside in a myriad of sources and formats across the organization, not just in ERP or CRM systems, but in financial spreadsheets, on a sales rep’s hard drive or in call logs from the contact center.

It takes a fair amount of grunt work to consolidate this information, but it’s a critical step.

However, the availability and quality of data should never be used as an excuse for delaying efforts to quantify customer profitability. You can get quite far with the data that you have at your disposal.

Basic analyses of existing data typically will point the way to the gaps and other areas of improvement, which helps build a business case for additional data and analysis. As the value of the analytical effort moves beyond the hypothetical stage, you can improve decision-making and uncover additional opportunities.

Myth-Busting and Team-Building Creating a single source of truth does more than reduce the time spent in meetings arguing about whose spreadsheet is better. When everybody

starts believing in the same set of data, they’re more likely to align around the steps required to improve customer profitability.

The insights that you discover may begin to dispel long-held beliefs about the activities and segments that truly drive profits. Customers who are considered highly valuable because they sign large annual contracts actually might produce negative margins after accounting for the true costs to serve them. Or a segment that historically has attracted little marketing or sales resources might prove to be highly profitable through lowmaintenance digital channels, leading to reallocation that can drive margin improvements for specific products, channels and customers. Finally, longstanding discount and promotion programs that fail to effectively link that investment to customer behavior and results are laid bare.

Even small adjustments can lead to quick and quantifiable improvements.

Experimenting with minor price increases, bundling, cross-selling or segment-specific service policies can give you rapid feedback about which levers drive true profitability.

Coming to grips with a fact-based reality that is contrary to long-held beliefs can be painful, but the process eventually should lead the entire organization to rally around this new “truth”: Driving more cross-functional cooperation and connection leads to serving customers more profitably.

Fifty Shades of Marketing | Feature Article

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A Broader Vision

David Krajicek | Marketing Insights

Making ad effectiveness relevant in an age of empowered consumers.

For brand managers and ad agencies alike, advertising effectiveness metrics have been the go-to source for self-affirmation since the Mad Men days. Feeling bad? Blocked? Unloved? It will be OK: Your latest campaign scored a 90 on favorability and a 92 on purchase intent. Go buy yourself an $8 coffee (or martini) and put your feet up.

In the past decade, however, the definition of “effectiveness” has changed dramatically. Advertising in the digital medium, not to mention the ability to interact with and buy products in a digital environment, has transformed not just marketing but advertising effectiveness. In fact, with the advent of digital commerce, ad measurement has shifted the focus from whether people are feeling inclined to buy your brand to what quantity they purchased and how much they paid. Digital behavioral metrics such as clicks have changed the measurement playing field.

Some would say that they have “raised the bar,” and from a purely practical sense, this may be true.

How could a CMO be satisfied with “intent to purchase” when he or she can capture actual dollars and cents related to a campaign?

The initial fascination with clicks is understandable, and these metrics certainly have a big role to play in understanding some aspects of ad effectiveness. But

emphasizing clicks above all other measures simply because they can be tied directly to concrete actions actually might lower the marketing and advertising bar in other ways, and create a false sense of understanding and security between advertisers and marketers.

We need to take a step back from these “attribution” wars and think about this in a different way.

For brand managers, agencies and everyone else involved with a brand, the new focus needs to be on communications: not any one element or touch point (such as advertising) in isolation, but the totality of ways in which brands intersect with consumers.

This landscape has been growing more complex on an almost monthly basis. The number of social media platforms alone is mind-boggling, and that does not begin to address the explosive growth of apps, streaming media services, specialized cable TV networks, pop-up retail stores, you name it.

Of course, advertising testing has its place, and the ability to identify one piece of creative as more effective with certain demographic targets compared to others is compelling. But at this point, there is a relatively limited universe of products that are sold exclusively in a digital, click-to-buy basis. With all of its potential, are we saying that the digital ad and marketing universe inherently will be focused on $19.99 purchases simply because that is what can be

measured most easily?

To envision a bigger future for digital marketing—as a fully integrated part of the marketing universe—we need to embrace a broader vision of effectiveness.

This perspective is inherent in any focus on brands, as opposed to just campaigns or messages or tactics. A brand point of view emphasizes stewardship of the very personal connections that consumers establish with the products and services in their lives.

Every social media post, TV ad and YouTube video needs to serve that relationship. The fact that any one commercial or ad might bump the click-through meter by 20% becomes a lot less pleasing if the creative undermines the brand’s positioning in some way.

Fifty Shades of Marketing | Feature Article

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