MANILA, Philippines. Since 1954, the Philippine Marketing Association (PMA) is presenting what it calls its most operationally ambitious marketing conference to date. At a media launch held 24 June 2026, at the Hilton Manila, Newport World Resorts, PMA officially unveiled the 55th Annual Marketing Conference under the theme ONE MAP (Omni Network Ecosystem Marketing Agility Protocol), with the conference aiming at “Charting the Future of Marketing.”
The conference is set for 23 September 2026, at Hilton Manila, Newport World Resorts. A hybrid on-
demand track runs from 24 September through November 2026, extending the program to participants
across the region.
ONE MAP In View
ONE MAP is a pioneering initiative that goes beyond traditional learning formats by introducing an
Omni-Experience, Output-Driven Learning Journey, which is a system designed to help delegates identify
where conditions are shifting and respond before the window closes. The acronym reads in two halves.
The first half, O.N.E., covers the Omni Network Ecosystem. Omni pulls every channel and touchpoint
into a single integrated system. The Network layer describes the partners, platforms, and communities
that surround a brand. The Ecosystem pillar ties these into a customer-engagement environment built
to compound over time, where each element reinforces the next.
The second half, M.A.P., covers the Marketing Agility Protocol. Marketing refers to the brand and
demand engines that drive commercial growth. Agility is the organizational capacity to pivot under
volatile conditions. Protocol is the standardized playbook that makes both repeatable regardless of what
disruption a team is facing.
“PMA is not merely organizing another conference. PMA is presenting ONE MAP as a movement that
reimagines how professionals learn and apply knowledge. It recognizes that the future belongs not to
those who simply acquire information, but to those who can transform insights into action, ideas into
innovation, and learning into measurable impact,” said Mitch Ballesteros, 2026 PMA President and CEO
and Founder of Exlink Management and Marketing Services. She placed ONE MAP within PMA’s broader
2026 organizational theme of “ONENESS,” describing the conference as the association’s most defining
statement yet on where Philippine marketing is headed.
A Dual-Director Structure
For the first time, the 55th Marketing Conference is led by two members from PMA’s Board of Directors.
Cha Pestano-Diaz, 2026 PMA Executive Vice President and Co-Founder & Marketing Director of Artisano
Studio, and Adolf Aran Jr., 2026 PMA Director for National Marketing Conference and Senior Director for
Corporate Marketing Communications of National University, synergize to make this PMA flagship event
a success. The dual-director structure reflects the scale of this edition and the expanded scope it carries
compared to previous iterations. To support them is this year’s overall conference Chairperson Greg
Banzon, Chief Operating Officer and Executive Vice President of Century Pacific Food, Inc.
Top row from L-R: Faye Arellano-Martinez, Former EVP; Gwen Albarracin, One Map Adviser; Adolf Aran, PMA Co Director One Map; Charisse Pestano-Diaz, PMA EVP and Co Director One Map; Mitch Ballesteros, PMA President; Yayu Javier, One Map Adviser; Vince Reyes, One Map Adviser; Jennifer Love Reyes, PMA PR and Corp Comm Director
Bottom row from L-R: Chameleonx Labs Events Organizing Services; (4 th from left) Mary Ann Cortez, PMA Research Director; Kimberly Ann Lim, PMA Agora Awards Director; Dr. Jennifer Ramos, PMA Treasurer and Continuing Education Director; Myra Miranda, PMA Government and Consumer Affairs Director; Lulu Tamayo, PMA Meetings and Attendance Director; Cristy Oreta, PMA Immediate Past President and International Affairs Director; Gerald Chan, President, Chinese Filipino Business Club, Inc. and Engr. Roger Reyes, President, PCCI-Las Pinas
The conference program was designed for participants to engage across six key pillars: Meet Up Day, Digital Experience, Business Networking, Featured Company Visits, Fellowship Gala, and the Marketing
Gambit Cup. Together, these experiences are designed to provide a more comprehensive and meaningful learning journey that reflects how professionals learn, connect, and grow in today’s business landscape.
What September 23 Looks Like
The Day 1 run-of-show at Hilton Manila is built around two programmatic movements. Movement 1
covers the O.N.E. half, opening with a session on AI-agent consumer journeys, followed by a panel on
creator economies, communities and retail-media partnerships, and a talk on building loyalty in
purpose-driven ecosystems.
Movement 2 covers M.A.P., addressing growth on constrained budgets for Filipino brands, a panel on
pivots and budget reallocation, a talk on repeatable agility playbooks, and a live “Protocol in Action”
crisis simulation where panelists walk the ONE MAP steps in real time.
The Extended Program
The true differentiation of ONE MAP lies beyond its Omni-Experience approach through turning learning
inspiration into transformative execution. At the center of this commitment is the Marketing Gambit
Cup, the capstone program of the ONE MAP learning journey. Designed as an industry-wide challenge,
the Marketing Gambit Cup encourages participants to apply the insights, strategies, and frameworks
gained throughout the conference to address real-world business challenges.
Delegates will be invited to develop and present a Marketing Agility and Business Resiliency Plan based
on actual business and brand case studies provided by participating organizations and sponsors. Rather
than ending their learning journey with notes and presentations, participants become active contributors to the marketing community by creating actionable solutions that can drive meaningful business outcomes. The top three winners will receive scholarship grants to the Marketing Professional Certification Review Program of the Marketing Institute of the Philippines, providing a pathway toward professional certification and continued industry leadership.
As PMA celebrates its 55th Marketing Conference, ONE MAP sets a new benchmark for professional
development—one that empowers marketers not only to navigate change, but to lead it.
About the Philippine Marketing Association
Founded on January 27, 1954, the Philippine Marketing Association (PMA) is the premier marketing
association in the Philippines. For over seven decades, it has promoted excellence and ethics among
marketing professionals, serving as a platform for industry collaboration and professional development.
The Marketing Conference is one of PMA’s flagship events on its 55th year this 2026.
For updates and queries, connect with us through:
Philippine Marketing Association: @philippinemarketingassociation.org I Lira Ligero of the PMA Secretariat at 09173087877 or through email: lira@philippinemarketing.net.ph I Ana Manansala of AMPR, Ana Manansala PR and Digital Consultancy OPC
Want your story to be published? Subscribe to TNC via email partnerships@thenewchannel.com.
Follow TNC on Social Media FB – https://www.facebook.com/TNCnow/, IG – https://www.instagram.com/tncnow/, Tiktok – https://www.tiktok.com/@tncnow, LI – https://www.linkedin.com/company/thenewchannel/, X – https://x.com/tnc_now, YT – https://www.youtube.com/@TNCNow
Be updated on what’s new around the world, check your published stories by searching #TNCnow #OnTNC or check them out here: https://thenewchannel.com/highligh