Tuesday, October 6, 2026
Registration
Welcome Remarks
Advancing Marketers Ability to Create Value. MMA has a Plan
For decades, marketing decisions were shaped by opinions, instinct & experience — that era is over. A provocative examination of how data intelligence, behavioral science, and predictive analytics are replacing gut-feel with evidence-based decision-making that delivers consistent, scalable results. The shift from opinion-led to insight-led marketing isn't just a methodology change — it's a fundamental rewiring of how marketing leadership creates and defends value.
Philippines's Next Growth Curve: Aligning Marketing and Finance
Next phase of growth demands a new conversation between two functions that have operated in silos for too long — marketing and finance. A strategic examination of how forward-thinking leaders are bridging the gap between brand investment and financial accountability, creating alignment that drives smarter resource allocation, stronger business cases, and faster growth decisions. When marketing speaks the language of finance and finance understands the value of brand, organizations unlock a powerful competitive advantage that compounds over time.
Commercial Craftsmanship: How CMOs Turn Creativity into Growth Engines
Commercial creativity isn't about "better campaigns." It's the CCO's ability to creatively shape every lever of demand and growth — proposition, product, pricing, distribution, experience, communication, and culture. Commercial effectiveness is the proof this creativity works. Commercial craftsmanship is the repeatable operating discipline that makes it systematic, not sporadic.
From Transformation to Orchestration: Making Creativity, AI, and People Work as One
A inspiring session on how modern brands are building connected content supply chains that unite creativity, data, and technology. It reflects on what changes when people and AI collaborate within one orchestrated ecosystem. Take away key lessons learned from scaling AI-powered creativity into real marketing impact.
The New Attention Economy: Where Media, Creators & Commerce Converge
Consumer attention is no longer shaped by traditional media alone. It is increasingly driven by the convergence of creators, content platforms, communities, and commerce ecosystems that influence how people discover, trust, and purchase brands. This session explores how the new attention economy is reshaping strategies, redefining influence, and challenging brands to balance culture, creativity, and measurable business impact in a rapidly evolving market.
Don't Wait for Intent: Reimagining Discovery in a Screen-Fatigued World
Filipino consumers are changing faster than most brand strategies can keep up with Mobile-first, Platform-fragmented, Socially driven & Culturally nuanced. Brand discovery is no longer built the way it used to be and how agentic AI is shaping the future of commerce and advertising.
SMARTIES AWARDS Philippines 2026: Knowledge Partner Analysis
Powered by Toluna, SMARTIES Insights 2026 dives deep into the data and stories behind Philippines’s most outstanding marketing cases — revealing the trends shaping the next wave of creativity, technology, and consumer connection.
Lunch & Networking
The Future of the Customer Journey
AI is transforming how customers discover, evaluate, and purchase products and services. As AI assistants and autonomous agents increasingly influence decisions, brands must design journeys for both people and the intelligent systems acting on their behalf.This session explores where human interaction remains essential, where AI can improve experiences, and how organisations can balance automation with empathy. Attendees will gain a practical framework to assess readiness, prioritise investment, and use concepts such as AI discoverability and agentic commerce to drive growth, differentiation, and new business models.
Creators Helping Brands Earn Their Place In The Local Culture
Global brands don't become locally loved by accident — they earn it through authentic voices that communities already trust. A compelling look at how marketing leaders are partnering with creators to bridge the gap between brand ambition and cultural relevance, turning local insight into meaningful market presence. In a world where consumers reject interruption but embrace recommendation, creators are the most credible path to genuine cultural belonging
Big Impact of the Proconsumer
Buyers trust influencers and experts over ads and the business alike . How to craft an army of influencers to help create the valuable edge in your Go to market, using the most trusted voice ensuring higher brand engagement and driving leadership.
Making Innovation Meaningful To The C-Suite
Innovation earns its seat at the C-Suite table only when it speaks the language of business impact — growth, efficiency, and competitive advantage. A incisive look at how marketing leaders are translating transformative ideas into boardroom-ready strategies that drive organizational commitment and investment. The gap between innovation as a concept and innovation as a value creator is closed by leaders who connect bold thinking to measurable outcomes
Powering The Future Of Valuable Connection
The future of marketing influence isn't built on reach alone — it's built on the quality of connections that creators, influencers, and affiliates forge between brands and the communities that trust them. A forward-looking exploration of how marketing leaders are reimagining their social ecosystems to prioritize authentic engagement, purposeful partnerships, and measurable value exchange over vanity metrics. As the lines between content, commerce, and community continue to blur, the organizations that invest in meaningful connection will be the ones that convert influence into lasting brand equity.
The Connected Consumer Economy
Building brands and winning every moment of the consumer Journey in the Tech-Enabled Environment. Today's consumers discover, evaluate, purchase, engage, and advocate across multiple connected touchpoints powered by AI, digital payments, commerce platforms, social media, and mobile ecosystems. Brands must therefore shift from channel-centric marketing to customer-centric experiences.
CMO Talk: AI Won’t Build Your Brand. Strategy Will
Brands must now speak to two audiences: people and agentic systems. One responds to creativity, emotion, and cultural relevance; the other to structure, authority, and signal. For CMOs, this convergence demands strategic choices that define growth, differentiation, and brand value. This session clarifies the decisions that matter most.
Proof Over Opinion: What Philippines' Marketing Leaders Can Actually Defend
Globally, the conversation has shifted from opinion-led marketing to evidence-led growth — repeatable, financially defensible frameworks validated across brands. For Philippines's CEOs and CMOs, the question is sharper: in a market moving faster than measurement infrastructure, what can you actually prove? This session explores how local leaders separate signal from noise, build a body of evidence boards trust, and move beyond case-study storytelling to defensible cause-and-effect."
