MANILA, PHILIPPINES — Last January 31, the Philippine Marketing Association (PMA) marked a significant milestone as it celebrated its 70th anniversary with a grand event at the Marriott Grand Ballroom Ceremonial Hall. The occasion was a commemoration of seven decades of excellence in marketing and a platform to inaugurate the incoming Board of Directors for the year 2024.
Dignitaries from the hospitality and tourism industry graced the event, underscoring the importance of marketing in driving growth in these sectors. Among the notable attendees were Secretary Christina Garcia Frasco of the Department of Tourism, H.E. Dato Abdul Malik Melvin Castelino, Ambassador of Malaysia to the Philippines, and Kingson Sian, CEO and President of Travellers Group. Their presence underscored the industry’s support for the incoming Philippine Marketing Association’s 2024 Board of Directors and its President, Kathy Mercado, CPM, who is also the Senior Vice President for Sales & Marketing of Newport World Resort.
Kathy, in her inaugural address, unveiled her theme for the presidency: “SustAInability Marketing.” With a clear emphasis on responsible and eco-friendly practices, Kathy aims to steer the association towards long-term sustainability. In line with the evolving marketing landscape, she highlighted the significance of artificial intelligence (AI) as a pivotal tool and disruptor in contemporary marketing strategies.
A significant point was highlighted in the brief introduction and history of the Philippine Marketing Association (PMA) delivered by Michelle “Mitch” Ballesteros, CPM, incoming 2024 PMA Executive Vice President. She emphasized that the traditional marketing approaches are no longer sufficient in today’s rapidly evolving landscape. Instead, she advocated for strategic practices and mindsets that promote sustainable marketing and using relevant tools such as artificial intelligence (AI). Michelle introduced the concept of “metamorphosis” within the marketing industry, describing it as a mindset transformation. This transformation seeks to inspire consumers through relevant marketing practices that contribute to shaping a better future.
A pivotal moment during the event was the proposal put forth by the Department of Tourism to forge a partnership with the Philippine Marketing Association. The aim is to promote sustainability initiatives that will not only enhance the industry but also contribute to the flourishing of local tourism. The proposal aligns with the DOT’s belief that love for one’s country should guide tourism and marketing efforts. By prioritizing the promotion of the Philippines and its unique destinations, the partnership aims to introduce the country to the world and attract more international visitors. This collaboration between the Department of Tourism, the hospitality industry, and the Philippine Marketing Association reflects a collective effort to address pressing environmental concerns while fostering economic growth.
Kingson Sian, CEO and President of Travelers International Group and the Inducting Officer of the PMA 2024, also shared that the key elements for sustainable development in the Philippines are People, Planet, Prosperity, and Patrimony. This holistic approach recognizes the importance of considering the local population’s well-being, protecting the environment, ensuring economic prosperity, and safeguarding the country’s cultural heritage and natural resources. Furthermore, Kingson emphasized the influential power of ideas within marketing. By harnessing Filipino marketers’ creativity and expertise, Kingson believes that they have the potential to influence positive change and encourage more sustainable behaviors among both tourists and locals.
In a keynote speech, Noel Galvez, President of the Kapisanan of the Broadcasters ng Pilipinas, emphasized the role of marketers in championing causes that transcend commercial interests. He stressed the importance of compelling narratives and responsible marketing practices in shaping societal values. Building on this sentiment, the PMA pledged to redouble its efforts in supporting sustainable marketing initiatives throughout the year.
As the Philippine Marketing Association embarks on its 70th-year journey, it remains committed to advancing the practice and profession of marketing in the Philippines. With a renewed focus on sustainability, innovation, and social responsibility, the association is poised to lead the industry into a future characterized by growth, resilience, and positive impact.
