Manila, Philippines – The marketing playbook for 2026 isn’t just being updated; it is being rewritten. In an era defined by rapid AI evolution, strict data privacy, and a demand for hyper-personalisation, the gap between brands that adapt and those that fade is widening. To stay ahead, the conversation has shifted from “what might happen” to “how we lead.”
Against this high-velocity backdrop, MARKETECH APAC recently wrapped up its fourth edition of What’s NEXT in Marketing: Philippines 2026 on April 22 to 23, 2026. Taking over Shangri-La The Fort, Manila, the two-day conference served as a growth engine for the region’s marketers, offering the blueprints needed to turn industry disruption into a competitive edge.
For the first day of the conference, the topics dived straight into the heart of the modern Filipino consumer experience. The sessions moved beyond surface-level metrics, challenging leaders to redefine the customer journey through empathy and seamlessness.
Highlights included deep dives into rebuilding brand trust amidst “AI slop” and content fatigue, mastering the delicate dance between automation and human intuition, and transforming experiential activations into measurable, viral impact. From breaking down internal silos to engineering “Intelligence Loops,” the opening day proved that in 2026, the brands that win are the ones that prioritise credibility over noise.
The speakers for day one included:
- Jason Drilon, Digital Marketing Head at ACMobility
- Raf Del Rosario, Chief Commercial Officer at AdSpark
- Martin Kelly, Director of Marketing (APAC) at Brandwatch
- Sharon Tanganco, Chief Marketing Officer at Del Monte Philippines
- Donna Salgado, AVP – Marketing, PR, and Corporate Communications at Eton Properties Philippines Inc.
- Denise Sy, Chief Sales and Marketing Officer at Ever Bilena
- Sonia Pascual, AVP, Marketing Strategy, Communications and Product Marketing, at FWD Insurance
- Geli Angeles, Country Director for Marketing at GoTyme Bank Philippines
- Phil Tiongson, General Manager, Mx, Data Science & Analytics at HAVAS Ortega
- Rosebel Garcia, Head of Marketing at HERTZ Philippines
- Janelle Jacinto, Head of Brand and Communications at Home Credit
- Anthony Louis Guanzon, Chief Marketing Officer at Malayan Insurance Co., Inc.
- Chito Bauzon, Vice President, Head of Stakeholder Management and Marketing Services at Maybank
- Tiffany Batungbacal, Assistant Vice President at Primer Group of Companies
- Karl Baldry, Senior Enterprise Account Director at Proximus Global
- Bernard San Juan III, Managing Partner at TrueLogic
- Jason Yong, CEO and Founder at Unicom Marketing
- Wence Wenceslao, Global Digital Lead for Beauty and Wellbeing at Unilever
Moreover, for day two, the topics shifted towards the practical orchestration of brand presence and the evolving mechanics of consumer commerce. Key discussions explored the “less is more” approach to brand voice, the rise of conversational commerce, and the integration of creative automation as a new operating system for marketing efficiency.
Industry experts also dissected the transition from traditional sales funnels to connected e-commerce ecosystems, emphasising the need for brands to maintain a consistent presence across fragmented digital and physical touchpoints. The afternoon sessions rounded out the event by highlighting the enduring power of emotional storytelling and the strategic use of local culture and niche influencer partnerships to drive authentic community engagement and measurable business impact.
The speakers for day two included:
- Gian Directo, Head of Commercial AirAsia Philippines
- Roshan Nandwani, Head of Marketing at Ayala Land Hospitality
- Thomas Haugan, General Manager (APAC) at Bannerflow
- Maricar Grace Delos Santos – Relox, Head of Marketing at CHG Global (World Balance International)
- Roki Ferrer, Head of Data, dentsu
- Jasper Evangelista, Director of Brand Management at DITO Telecommunity Corp.
- Joey Flores, APAC Senior Team Lead, Influencer and Affiliate Marketing at Emma – The Sleep Company
- Greg Anonas, Marketing Director for International Wine and Food Group Emperador Distillers Inc.
- Mark Sarmiento – Business Unit Head at Galderma
- Gino Cruz, Marketing and Communications Director at Golden ABC
- Carlo Pagulayan, Assistant Director – Business Consultant, Business Solutions Consulting at Globe Business
- Eiji Macasaet, Head of Country Partnerships and Business Development at Grab Philippines
- Joepy Jean Libo-On, Brand Marketing Head, HONOR Philippines
- Marx Benedict So, Associate Marketing Director, Digital & Commercial Insights at Mega Prime Foods Inc.
- Moshe Baldo, E-Commerce Head at Monde Nissin Corporation
- Ace Ballesteros, AVP, Creative Content at Nestlé Philippines
- Ray Philip Pine, Global Director – Hydration at PepsiCo
- Karla Banua, Sales Director at Rakuten Viber
- January Collamat, Head of Digital Marketing at Timezone Philippines
The two-day conference was attended by 191 delegates, many of whom represented brands such as AirAsia, Bounty Plus Inc., CIMB Bank Philippines, Colgate-Palmolive, Del Monte Philippines, L’Oreal Philippines, MR. D.I.Y. Philippines, Nestlé Philippines, Skyro, UnionBank Philippines, and many more.
The conference was backed by its Gold Sponsors, Brandwatch and Proximus Global; Silver Sponsors, GrabAds, Rakuten Viber, and Unicom Marketing; Bronze Sponsors, AdSpark, Globe Business, Inquiro, and TrueLogic; and event partners, Bannerflow and ConvoTrack.
Speaking on the conclusion of the event, Joven Barceñas, Founder and CEO of MARKETECH APAC, underscored his gratitude to the attendees and highlighted the importance of loading up on ideas: “Your mental browser is at capacity, with over 40 tabs of insights, strategies, and new connections all running at once. That’s the goal…to get you more ideas to future-proof your marketing strategies.”
He continued, “As we close this 4th edition of What’s NEXT in Marketing Philippines, I want to thank those who helped fill those tabs with high-value content. To our speakers—thank you for your generosity. From the nuances of AI to the battle for brand credibility, you’ve given us the roadmap. To our sponsors and partners—thank you for your support that allows this community to move forward, together. And to our delegates—now, the real work begins. I challenge you to take one disruptive idea from your ‘mental tabs’ and actually turn it into action. The world isn’t waiting for us to get comfortable. When the future arrives faster than expected, will you be ready… or will you still be catching up? Let’s change that and let’s keep evolving.”
Beyond the Philippine leg, the 2026 conference series is set to continue its run across Singapore, Indonesia, Thailand, Malaysia, and Hong Kong, reinforcing MARKETECH APAC’s role in powering the pulse of advertising across the region.
For partnership inquiries regarding the next conference series, please reach out to [email protected].
