The 72nd Anniversary of the Philippine Marketing Association (PMA) marked a historic milestone on 12 February — celebrating more than seven decades of advancing the marketing profession in the Philippines while reaffirming its renewed commitment to purpose-driven leadership, sustainability, and nation-building.
Anchored on the theme “OneNess. Innovation. Transformation. Inspiration — Doing Good Beyond Business for OneNest, for a Better One-derful World,” the celebration honored PMA’s legacy, strengthened its present leadership, and boldly set the direction for its future. What the 72nd Anniversary Represented For 72 years, PMA has shaped the marketing landscape — transforming the discipline from a purely commercial function into a force that influences culture, drives economic growth, and uplifts communities.
This anniversary was not simply about longevity. It was a reaffirmation that marketing must evolve with conscience — aligning profit with purpose, innovation with compassion, and growth with responsibility. It underscored the belief that marketing must serve people, protect the planet, and preserve opportunities for future generations. Highlights of the Celebration The event gathered past presidents, officers, board members, marketing professionals, business leaders, partners, and volunteers in a powerful display of unity and shared mission.
Among the defining moments of the celebration were:
• Formal Induction of the Board of Directors The newly elected Board of Directors was formally inducted, symbolizing continuity of leadership and a renewed commitment to ethical governance, sustainability advocacy, and inclusive industry growth.
• Inaugural Address of the 72nd President The evening’s centerpiece was the inaugural speech of Michelle de Ocampo-Ballesteros, who officially assumed office as the 72nd President of PMA. In her deeply personal and purpose-driven address, President Michelle reflected on her 30-year journey in the marketing industry — from being introduced to PMA as an entry-level corporate professional, to serving for two decades as a member and volunteer, and leading through her company, Exlink Events.
She acknowledged the influence of past PMA presidents, mentors, colleagues, and her family, honoring them as part of the foundation that shaped her leadership. She emphasized that leadership is a calling to serve — a thanksgiving service to the business community and to PMA. Her message centered on OneNess — the alignment of profit with purpose, innovation with compassion, success with service, and enterprise with goodness. “Marketing must not only create value. It must create sustainable goodness beyond profit — beneficial to all now and in the coming years.” She challenged Filipino marketers to measure success not only by market share, but by shared humanity and inclusive prosperity.
If OneNess is the spirit, she declared, then OneNest is the dream — a future where businesses uplift communities, innovation includes the marginalized, sustainability protects generations, and progress is shared by all. From this vision arises the aspiration for a better One-derful world — made wonderful again through goodness in action within the business community.
President Michelle outlined key commitments for her term:
• Championing purpose-driven and ethical marketing
• Promoting inclusive digital and AI empowerment for MSMEs and young marketers
• Strengthening nation-building partnerships
• Advancing sustainability leadership and circular economy advocacy
• Cultivating a culture of OneNess within PMA She further introduced the Filipino Marketers’ Sustainability & Responsibility Credo, calling on marketers to:
• Champion environmental stewardship
• Promote product life-cycle responsibility
• Advocate circular economy practices
• Guide responsible consumption
• Elevate brands that improve quality of life for the greater majority
• Position Filipino marketers as sustainability stewards and nation-builders Her address concluded with a powerful invitation: “Let us live OneNess, build OneNest, and create a better One-derful world — by choosing, every day, to do good beyond business.” With faith, gratitude, and conviction, she declared her readiness to serve as PMA’s 72nd President — ending with: “To God be the Glory. Maraming salamat.”
• A Forward-Looking Call to Action The celebration reinforced PMA’s evolving mission — urging members to use marketing as a platform for meaningful socio-economic impact, environmental stewardship, and inclusive progress. Media Coverage The milestone event was also covered by The New Channel (TNC), which documented key highlights of the induction ceremony and the President’s inaugural message. Through its coverage, TNC helped amplify PMA’s call for OneNess and responsible marketing to a broader audience across platforms.
A Celebration with Deeper Meaning The 72nd Anniversary stood as more than a ceremonial gathering — it was a reaffirmation of purpose. PMA remains not just an association, but a community of marketers called to serve a higher mission: To ensure that marketing does not merely drive transactions — but transforms lives. As PMA moves forward into its 72nd year, the message is clear: Marketing must not only create value — it must create lasting goodness beyond business. Live OneNess. Build OneNest. Create a better One-derful world. Mabuhay ang Philippine Marketing Association. Mabuhay ang mga Filipino Marketers. Mabuhay ang Mabuting Pilipinas.
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