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PROGRAMME 5:00 – 5:30
Registration
5:30 – 6:00
Part 1: MARKETING INSTITUTE OF THE PHILS. (MIP) LAUNCH Invocation National Anthem MIP Presentation Dr. Leonardo R. Garcia, Jr. Executive Chairman and Dean Prof. Benison Y. Cu, Vice-Executive Chairman and Trustee-In-Charge of Linkages Atty. Julito D. Vitriolo, PhD Ceso III, Executive Director IV, CHED Inducting Officer RESPONSE SPEECH of Atty. Vitriolo
6:00 – 6:30
DINNER
6:30 – 7:15
Part 2: INDUCTION PROGRAM – ALL ABOUT 2015 Opening Remarks Ms. Arlene P. Padua, 2015 Executive Vice President 2015 Year-End Awards and Recognition Mr. Henry S. Tenedero, 2015 President Ms. Arlene P. Padua, 2015 Executive Vice President 2015 President Report Mr. Henry S. Tenedero, 2015 President
ENTERTAINMENT
7:15 -8:00
PART 3: 62nd YEAR ANNIVERSARY AND INDUCTION Introduction to Keynote Speaker Keynote Speech Atty. Adel Tamano Dean, College of Law at the Liceo University Vice-President Public Affairs and Communications, Coca Cola Company Introduction of 2016 PMA Board of Directors Induction of 2016 PMA Board of Directors by KEYNOTE SPEAKER Gavel Turnover and Award to Past President Mr. Henry S. Tenedero to Ms. Pinky T. Yee Message from the 2016 President Ms. Pinky T. Yee Re-Entry of the 2016 PMA Board of Directors Ceremonial Toast Closing
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2016
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Philippine Marketing Association 2016 Calendar of Activities JANUARY
FEBRUARY
Jan. 30 – Business & Govt.Summit: Welcoming Sustainable Development Goals
Feb. 20 – Induction of PMA 2016 Board Officers and Director & 1st GMM
MAY
JUNE
May 25 – 3rd GMM
SEPTEMBER
OCTOBER
March 30 – 2nd GMM
JULY National Marketing Conference
NOVEMBER
Stratmark
Agora Awards Night
Election Day
Agora Youth Awards 2016
Community Service
Haligi Awards
Sept. 28 – 5th GMM
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June 29 – 4th GMM
MARCH
6th GMM
APRIL CPM Asia Pacific Agora Youth Awards 2015
AUGUST Global Compact Phils. Summit
DECEMBER Christmas Party
Message My warmest greetings to the Philippine Marketing Association as you hold your Induction of 2016 Board of Directors. Industry trailblazers reimagined a brighter future for Filipinos, and have been working tirelessly to turn this goal into a tangible reality. The men and women behind Philippine Marketing Association stand among these agents of resurgence, tapping into the vast promise of our people to lead in the field of marketing, trade, and commerce. As the world becomes increasingly familiar with the Philippine brand – one forged through the anvils of creativity, innovation, and passion – we welcome the rise of new players who will elevate your craft. Your board of directors assumes the task of honing the next generation of creative titans. May this event serve as a springboard for novel ideas and the ambitious heights your corps of professionals aspire to conquer; may your legacy be to continuously reinvent the Philippine business landscape into an even more thriving, robust market. We live in exciting times, and the Filipino talent shall propel us towards an even more equitably progressive future. With our dreams and strengths interlaced, let us unleash the full potential of a resolute, determined nation. May you have a galvanizing and purposeful gathering.
BENIGNO S. AQUINO III MANILA 20 FEBRUARY 2016 THE PRESIDENT OF THE PHILIPPINES
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A Message from the 2016 PMA President I am deeply honored and humbled to serve as the 2016 PMA President, and to be part of this group of dynamic leaders within the local marketing community. The Philippines has already established itself as an epicenter of marketing excellence in the Asia Pacific region. As part of the renewed vision and mission of the PMA, we are dedicated to widen our scope beyond borders, create opportunities and develop programs for the betterment of the marketing profession. Needless to say, the discipline of marketing is ultimately rooted in relationships, therefore collaboration is the best way to achieve this objective. Indeed, there is much truth to the old saying that “two heads are better than one.� Strategic thinking and problem solving become more effective when resources in talent, experience, creativity, and reach are combined. Moreover, collaboration propels all united parties to become learning organizations, which optimizes the capacity to extend beyond comfort zones and stretch boundaries. As the country’s premier Marketing Association for business, industry, and the academe, the PMA is committed to align our goals and be cohesive in our thoughts, words, and actions. An important part of this is to focus on compelling programs that will create value for our members, and uplift the image of the association. Apart from internal harmony, however, we are inspired to build new bridges with affiliate organizations and like-minded institutions. I am confident that 2016 will be a purpose-filled year, and I look forward to working with familiar faces, making new connections, and continuing to broaden the horizons of Filipino marketing professionals. May God continue to bless us all. Mabuhay po tayong lahat!
Pinky T. Yee, CPM
President, PMA 2016 New Business Group Director Goldilocks Bake Shop, Inc.
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A Message from the 2015 PMA President I salute and congratulate the new set of Board of Officers and Directors of the Philippine Marketing Association for the year 2016. At the same time, with a deep sense of abiding humility, I wish to express my profoundest thanks and appreciation to my esteemed colleagues in the 2015 PMA Board, Maraming salamat for journeying with me throughout the year as we collectively put flesh and character into our adopted theme for the year. “Pinoy Asian Marketing. Crossing New Borders. Touching More Hearts.” Sa buong taon kong paninilbihan, nakita at nadama ko na ang konsepto “marketing” ay hindi lang pala magagamit sa negosyo kundi sa araw-araw rin na pamumuhay ng isang ordinaryong tao. Masasabi kong, “marketing is life and life is marketing. Sa katunayan ang marketing ay bahagi ng ating buhay simula noong tayo ay mga bata pa lamang. Natuto tayo ng iba’t ibang istilo at pamamaraan habang tayo ay nagkaisip at nadaragdagan ang kaalaman tungkol dito. Marketing’s role in human development is intrinsic as we see walls of every kind being toppled all around the globe: walls of prejudice, walls of poverty and injustice, walls of selfish interests and isolationism, walls of greed and exploitation. Through Societal Marketing, we must continue to break down the walls of ignorance, myth and complacency, and in their place help build bridges of new knowledge, new structures, new ways of thinking, doing and being. Let’s use responsible marketing to nurture and witness the communion of all peoples, the realization of one humanity sharing and enriching one earth. With One Heart, One Mind, One Hand...mabuhay ang Philippine Marketing Association.
Henry S. Tenedero, CPM, MDM
Immediate Past President / International Affairs President Education For All Development Center
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A Message from the Executive Vice President
It is with great honor and pride to be part of the 2016 Officers and Board of Directors as the Philippine Marketing Association celebrates 62 years of being THE consolidator of marketing understanding and propagation, in these days, across various platforms. As the earliest and leading marketing organization in the Philippines, it is our thrust – the Officers and members of PMA – to set the bar for thought leadership and marketing excellence higher each time. Considering the ASEAN integration and various opportunities in the region, as companies strive to create a mark in the ASEAN market, it is hoped that this resonates in the global arena as well. And what better way to achieve this than through collaboration. As Aristotle said, “The whole is greater than the sum of its parts.” Thus, more value is created as a whole than when the parts were in silos. As companies strive to be ASEAN leaders and hopefully, global leaders, let us keep in mind that in the process of collaboration, that this be done for the best interest of many for more inclusive growth. That in collaborating, the understanding of consumers are sought more to have compelling relevance. That such collaboration brings about the best in everyone involved to continue to inspire and leave a marketing legacy. Together, let us all make a difference! Mabuhay to all!
Germaine A. Reyes, MStat
Executive Vice-President / NMC Managing Director Synergy Market Research & Data Analytics
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2016 Induction Committee
Germaine A. Reyes, MStat Executive Vice-President / NMC
Arlene P. Padua, CPM Chairperson Induction 2016
Vicente S. Reyes, CPM
Head, Production and Staging 2013 PMA President
Managing Director Synergy Market Research & Data Analytics
President/Managing Director Post10 Worldwide, Inc.
Ariel S. Francisco
Ma. Cristina L. Oreta, CPM
Soc R. Bautista
Senior Sales Manager Newmark Import Export Corporation
President and COO E-Methods for Business Management
President Blooming Ventures, Inc.
Ways and Means
Amrei C. Dizon, CME Head, Video & Creatives
General Manager Vitalstrats Creative Solutions
Treasurer / Ways and Means
Joni M. Garcia Office Manager
PMA Secretariat
Managing Director Executive Decisions
Sponsorship
Lira C. Ligero
Event Coordinator I PMA Secretariat
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2016 Board of Officers
Pinky T. Yee, CPM President
New Business Group Director Goldilocks Bake Shop, Inc.
Jerry C. Yao, CPM, CPME Board Secretary
General Manager Sann International Distributors, Inc.
Executive Vice-President / NMC Managing Director Synergy Market Research & Data Analytics
Dr. Elton S. Tan Vice President Membership
Chairman, President & CEO The E-Hotels, Resorts & Residences
Mark Vincent C. Co, CPM
Anna Karenina A. Policarpio
Marketing Manager Fair N’ Square Emporium, Inc.
COO Dale Carnegie Training
Vice President Education and Research
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Germaine A. Reyes, MStat
Vice President Youth & Academe
Ma. Cristina L. Oreta, CPM Treasurer / Ways & Means President/COO e-Methods for Business Management
Alexander L. Flores Vice President Chapters
President Professional Ventures Corporation
Alfonso H. Vizcarra Internal Auditor President E-Business Link
2016 Board of Directors
Alpha Gracias C. Allanigui, CPM
Jean R. Perez
Amrei C. Dizon, CME
Agora Awards
Corporate Planning & Marketing Director United Neon Advertising, Inc.
Operations Manager Zoe Broadcasting Network
Anna-May E. Jamet
Government and Community Affairs
President / CEO Bhubhanesh International Business Ventures, Inc.
Fellowship & Sports President Reyes Haircutters International, Inc.
Managing Partner Vitalstrats Creative Solutions
Carminia B. Rodriguez
Consumer Affairs
Celestino E. Reyes
PR & Corporate Communications
Meetings and Attendance
VP for Marketing International Ventures for Media & Distribution, Inc.
Henry S. Tenedero, CPM, MDM Immediate Past President / International Affairs
President Education For All Development Center
PMA Secretariat
Joni M. Garcia Office Manager
Richard T. Anonuevo Event Officer I
Jerome P. dela Cruz Bookkeeper
Lira C. Ligero
Mary Rose S. Concepcion
Event Coordinator I
Event Coordinator II
Asia O. Kingking
Administrative Assistant
Wilfredo G. Torres Liaison Staff
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The History The Founders In January 27, 1954, the Philippine Marketing Association was born in the minds of 15 men and women determined to develop marketing into a science Conrado P. Angeles, Marcela M. Baldoz, Agustin Tan Bibiana, Anastacia de Castro, Antonio R. de Joya, Pancracio Estayo, Cirilo S. Honorio, Remigio M. Kalalang, Emilio M. Maceda, Jose R.L. Orosa, Manuel S. Rustia, Teofilo P. Sison, Sr., Nathaniel Tablante, C.C. Unson, Sr., and Santiago Yap. Theirs was a vision simple and clear. To create awareness on the power of marketing in business, industry and the academe, both here and abroad.
1954 – 1964
1965 – 1973
1954 – Manuel S. Rustia 1955 – Anastacio de Castro 1956-59 – Cecilio H. Penson 1960 – Dominador R. Ambrosio 1961-62 – Jose R.L. Orosa 1963-64 – Emilio Maceda
The Presidents
• • • • • • •
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1965 – Noel J. Araneta 1966 – Anacleto T. del Rosario 1967 – Jose P. Magsaysay 1968-70 – Rodolfo P. Olivares 1971 – Santiago T. Robles 1972 – Vicente C. Dinglasan 1973 – Cornelio P. Mapa
First ASPAC Regional Marketing Conference, 1964 First National Marketing Conference, 1966 First publication of “Marketing Age”, 1966 First Speakers’ Bureau for campuses PMA chapters formed in Cebu, Makati and Quezon City First Philippine Marketing Association Nat’l Council, 1969 First National Marketing Week, 1971
On the occasion of its Silver Anniversary, Philippine Marketing Association launched the Agora Awards Program for outstanding contributions to Philippines Marketing. And the leaders all stood to the occasion.
The Presidents 1974 – Renato S. Esguerra 1975 – Herminio A. Astorga 1976-77 – Ernesto G. Rosales 1978 – Marie Lou Santiago 1979 – Agustin R. Bengzon
1980 –Virgilio S. Cruz 1981 – Manuel R. Medina 1982 – Gregorio Araneta II 1983 – Isabelita S. Palanca
• PMA Silver Anniversary, 1979 • First Agora Awards program, 1979 • First Past President’s Council
• Establishment of Philippine Marketing • Development Foundation, Inc. 1983
Marked by turbulent economic and political upheavals, the PMA embraced the 80s with an equality trailblazing passion to improve the practice and teaching of Marketing and further develop the professional growth of the marketing man and woman.
1984 – 1993 • First National Collegiate Marketing Conference • First out-of-town location of the 20th & 21st NMC (in Baguio), 1989 • Establishment of the Marketing Institute of the Philippines, 1989 • Revival of Marketing Week in 1989 • Establishment of Community Affairs Committee • First one-year marketing course of HS graduates with full scholarship for Philippine Marketing Association members, 1990
• First Agora Lecture Series in 1991 • PMA/PSRC Research Grant, 1991 • Establishment of Ten Outstanding Marketing Students and three Outstanding Marketing Associations (TOSMA &TOMAS) • Launch of the Agora Book, 1992 • Formal entry of the Philippine Marketing Association to the APMF as one of the founding members • Philippine Marketing Association 3-in-1 Membership Card System
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Passing the reins of the association were some of the
BRIGHTEST AND YOUNGEST
Movers and Shakers Expectations ran high as Philippine Marketing Association entered its 40th year of influence in Philippine Marketing in the comfort of its new office. World class marketing became a standard of excellence, as the Association sought to learn, improve and share its experiences with the global community and its stories of success and compassion to communities at home.
The Presidents 1984 – Bernardo D. Pacheco 1985 – Cora S. Doloroso 1986 – Murine D. Distor 1987 – Felix M. Lao & Felicito O. Guba
1988 – Sandy P. Pagulayan 1989-90 – Maximo S. Joaquin, Jr. 1991 – Josiah L. Go 1992 – Leopoldo S. Viola
1994 – 2006 • Philippine Marketing Association at 40 Ruby Anniversary • Moved top condo-office in Cityland 10 Tower 1 • Launch of Certified Professional Marketers program • First 2 Filipino PMAers passed the CPM program, 1995 • Formation of the World Marketing Federation in Bangkok, 1995 • Tie ups with local international affiliates, 1996 • Participant in Russian Marketing Conference, 1998
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• Philippine Marketing Association launched for worldwide franchise, 1998 • Asia Pacific Marketing Federation conference participated in by 12 countries, 1999 • First televised Agora Awards, 1999 • Community affairs – rescue at Cherry Hills disaster, 1999 • Member-get-Member program • 1st Stratmark Lecture in Manila, 2001 • Close relationship with DTI and other agencies • Philippine Marketing Association activities with PGMA
The last several years of Philippine Marketing Association was blessed with the talent and hands-on experience of the industry’s cream of the crop.
The Presidents 1994 – Pearl K. Gonsalves 1995 – Amado A. Malacaman, Jr. 1996 – Jose Jesus F. Roces 1997 – Edmundo Q. Quiocho 1998 – Bienvenido S. Policarpio 1999 – Teodora M. Marasigan 2000-01 – Jose Jesus F. Roces 2002 – Ma. Victoria E. Añonuevo 2003 – Dr. Leonardo R. Garcia 2004 – Joselito B. Ortega 2005 – Donald Patrick L. Lim
2006 – Tomas C. Banguis, Jr. 2007 – Frederick Alegre 2008 –Alexander L. Flores 2009 – Mylene R. Sazon 2010 – Aniceto B. Fontanilla 2011 – Ma. Veronica H. De Torres 2012 – Gwen C. Albarracin 2013 – Vicente S. Reyes 2014 – Yayu E. Javier 2015 – Henry S. Tenedero 2016 – Pinky T. Yee
Today, after 6 memorable decades, we have become what we have dreamed of. Our mission and goals have shown us the way. We have surpassed the odds… we have transformed the industry, and created a profession like no other. Together, we have made the Philippine Marketing Association an institution of marketing excellence and an uncompromising engine of change in the industry.
Other Affiliates Association of Marketing Educators, Phils. Philippine Marketing Association
Chapters: 1. PMA BATANGAS 2. PMA CAVITE 3. PMA PAMPANGA 4. PMA BICOL 5. PMA ILOILO
6. PMA CEBU 7. PMA Bacolod 8. PMA DAVAO 9. PMA Baguio 10. PMA SUBIC 11. PMA CAGAYAN DE ORO
Total Numbers of Members Corporate 300 / Local & Multinational Companies Individual 100 / Entrepreneurs / Academes Chapter Members 300
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MISSION
VISION
To drive thought leadership by: • creating a community of globally competent professional marketers • providing timely, relevant and compelling marketing education platforms • recognizing Filipino marketing excellence to inspire and accelerate nation-building
To be the catalyst and advocate of best-in-class marketing practices in business, industry and the academe in the Philippines and the global arena.
PREAMBLE
PMA OBJECTIVES
The Philippine Marketing Association commits itself to promote the highest standard of professional ethical norms aligned with values of Respect for Others, Integrity, Responsibility, Accountability, Participation, Teamwork, Justice and Fairness and fully recognizes the significance of professional conduct and responsibilities to society as constructive members thereof as well to other members of our profession.
This Code aims to provide all Philippine Marketing Association Officers, Board, Members and professional Staff with clear policies and guidelines, definitions, norms of conduct, and processes and proceedings on the implementation of appropriate actions and conduct aligned with the principles and norms that are essentially fundamental to personal and professional growth, happiness, and development, and the Philippine Marketing Association’s vision, mission and values.
CODE OF ETHICS 1. Acknowledge my obligation to society as a whole as well as to the organization for which I work. 2. Pledge my efforts to assure that all claims on goods; services and concepts are made honestly, accurately and clearly. 3. Strive to improve marketing knowledge and practice in order to serve society better. 4. Support free consumer choice under circumstances that are legal and consistent with generally accepted social values. 5. Promise to use the highest professional standards in my work and in the field of competitive endeavor.
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6. Achieve the Association’s objectives without using my authority or position for personal gain. 7. Recognize the dignity and equality of all groups and individuals and thus reject any discriminatory practices. 8. Uphold the good name and reputation of the Philippine Marketing Association, Inc. and abide by its Constitution and By-Laws. 9. Assume as a responsibility and as privilege the observance of the laws of the land. 10. Acknowledge the right of the Philippine Marketing Association, Inc. through established procedure, to withdraw my membership if I am found to be violating the Code of Ethics and Code of Conduct.
2015 YEAR-END AWARDEES
OUTSTANDING COMMITTEE OF THE YEAR MEETINGS AND ATTENDANCE Executive Committee Members Germaine A. Reyes Karen V. Sison Floraine R. Pascual Lira C. Ligero
100% ATTENDANCE Alpha Gracias C. Allanigui United Neon Advertising, Inc. Arlene P. Padua Post10 Worldwide, Inc, Ma. Cristina L. Oreta e-Methods for Business Management Dr. Leonardo R. Garcias Jr. GlobEra Dr. Elton See Tan The E-Hotels & Resorts Group Mary Faith B. Abaño Celestial Media Services, Inc. Germaine A. Reyes Synergy Market Research & Data Analytics
Henry S. Tenedero Education For All Development Center Michelle D. Ballesteros Ex-Link Management & Marketing Services Group Marites RotaquioGuevarra Catalytx Advertising Amrei C. Dizon Vitalstrats Creative Solutions
ASIAN MARKETING LEADERSHIP SUMMIT Executive Committee Members Arlene P. Padua Donald Patrick L. Lim Gwen C. Albarracin Vicente S. Reyes Maria Luz “Yayu” Javier Marites Rotaquio-Gueverra Soc R. Bautista Mark Vincent C. Co Amrei C. Dizon
Ruby Asoy-Lebajo Ma. Victoria M. Ac-Ac Ariel S. Francisco Harvey Perello Carminia B. Rodriquez Richard Estuesta Joni M. Garcia Lira C. Ligero
Guillermo Mallillin Gruppo Technico
SPECIAL PRESIDENTIAL CITATION AWARDEES
Alexis Revilla xTuple
Association of Marketing Educators (AME)
Vicente S. Reyes Executive Decisions
Philippine Junior Marketing Association (PJMA)
Philippine Association of Collegiate School of Business (PACSB)
Ways and Means Committee
OUTSTANDING NEW MEMBER OF THE YEAR Richard Estuesta, DV Technologies
Philippine Council of Deans and Educators in Business (PCDEB)
Landbank of the Philippines PMA Secretariat
OUTSTANDING PROJECTS OF THE YEAR ASIAN MARKETING LEADERSHIP SUMMIT (AMLS) CERTIFIED PROFESSIONAL MARKETER (CPM) OUTSTANDING PROJECT - CHAIRPERSON Marites Rotaquio-Guevarra, Catalytx Advertising, Inc. OUTSTANDING COMMITTEE - CHAIRPERSON
PRESIDENTIAL AWARDEES Mary Faith B. Abaño Ma. Victoria M. Ac-Ac Alpha Gracias C. Allanigui Veronica Ivy Lim-Avanceña Michelle D. Ballesteros Benison Y. Cu Valerie Jules C. Eugenio Dr. Leonardo R. Garcia Jr.
Maria Luz “Yayu” Javier Ma. Cristina L. Oreta Arlene P. Padua Jennifer T. Ramos Germaine A. Reyes Carminia B. Rodriguez Dr. Elton See Tan
Donald Patrick L. Lim, ABS-CBN Corporation
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