AI Headlines the 54th National Marketing Conference

From its distant, futuristic concept, which we often see in Hollywood movies, artificial intelligence (AI) is slowly becoming an integral part of Filipino lives, giving a whole new life and meaning even to the smallest appliances in our households. A technological advancement overshadowed by confusion and a threat to human capability, AI was originally meant to provide quick and easy access to information, as well as convenience in our daily lives. Yet, the Philippines remains far behind its full capacity, underscoring the opportunities it provides.

In the recent study conducted by the Philippine Institute for Development Studies (PIDS), only 14.9% of Philippine firms are using AI tools. With adoption concentrated in large companies in urban centers, particularly in the information and communications Technology (ICT) and business process outsourcing (BPO) sectors, AI usage in the Philippines lags despite having 90.8% of establishments in the country owning computers and 81% having internet access, as shared by the Philippine Statistics Authority (PSA). Among the industries that are reported to remain distant to the use of AI are micro, small, and medium enterprises (MSMEs).

With MSMEs serving as the backbone of the Philippine economy, its impact to the daily lives of Filipinos remains significant, providing 63% of employment to the Philippine workforce, and contributing about 40% to the country's Gross Domestic Product (GDP).

“We are advocating for a future-ready Philippines, and along with these changes and technological advancements, we are looking forward to a stronger and future-proof MSMEs industry for the country that will shape not only our economy but also the lives of millions of Filipinos,” shared Ma. Cristina Llacer-Oreta, CPM, 2025 Philippines Marketing Association President.

AI within our reach

The 54th National Marketing Conference (NMC) hosted by the Philippines Marketing Association, which carries the theme “AI-NABLED MARKETING: Artificial Intelligence Inside Out,” is set to gather select and established names in the marketing industry locally and across the globe to tackle the latest effects of artificial intelligence on various business operations and how local business owners and marketers can learn from these.

Happening this October 23, 2025, at the Hilton Manila, Newport World Resorts in Pasay City, the NMC will share insights on the impact of AI in business and how AI and neuromarketing or the practice of using neuroscience and cognitive science to understand consumer motivations, preferences, and decision-making, can help make marketing more human. The conference will also delve on how AI is reshaping innovation and competitive advantage in marketing, as well as real-life stories from business owners who successfully transformed their businesses through intelligent creativity.

Deep-dive and hands-on sessions will also take place to further understand the influence of AI in today’s marketing landscape and how marketers can create a meaningful and humanized approach to these AI results.

“While the challenge of embracing AI is still there, it is our responsibility to impart wisdom and knowledge not only to our people but also to our business partners, fellow marketers and most especially to our customers, hence, this year’s conference will be highlighted by our invited select key leaders who has the experience and ability to discuss the latest trends in AI marketing and how we can help our fellow Filipinos separate reality from virtual reality,” added Oreta.

A one-day event that aims to impart and discuss the latest confusion and uncertainty brought about by artificial intelligence, the 2025 NMC will serve as a platform for marketers, local businesses, especially MSMEs, to bridge the gap of creativity and technological advancement that will help propel their businesses and bring forth improved customer experience.

The National Marketing Conference is an annual event of the Philippine Marketing Association that brings together marketing experts, business leaders, and individuals to talk about the latest marketing trends and practices globally. It is the most-awaited conference in the field of marketing in the country and is considered to be the official gathering of marketers.

To know more about the 54th National Marketing Conference, you may visit this link.

The Philippine Marketing Association is a strong pillar of support and source of direction for marketers in the Philippines and across the region, with a vision of being the catalyst and advocate of world-class marketing practices in business, industry, and the academe in the Philippines in the global arena. To know more about the Philippine Marketing Association, you may visit its official website: https://philippinemarketing.org.

PSA, GCash Make Account Verification more Accessible, Faster with National ID eVerify Integration

To streamline identity verification and make digital financial services more accessible to more Filipinos, the Philippine Statistics Authority (PSA) and leading finance super app GCash are working together to enable a more accessible verification process for e-wallet accounts, in line with the country’s financial inclusion agenda.

 

This initiative enables Filipinos to use their National ID—whether card, paper, or digital—to verify their GCash accounts and gain access to essential financial services, contributing to broader financial inclusion efforts.

 

The National ID system serves as a universal proof of identity that is recognized across government agencies and private institutions. While the government is continuously working toward full implementation of the National ID program, over 92 million Filipinos have already registered, and more than 50 million National IDs have been delivered.

 

By integrating eVerify in the GCash app, millions of Filipinos who have their National ID in any form can now easily authenticate their GCash accounts and gain secure access to its financial services offerings. To date, GCash remains the biggest mobile wallet in the country, with 8 out of 10 Filipinos having used GCash—a testament to its significant impact on financial inclusion.

 

“The National ID and its authentication services ensure that transactions are more seamless, secure, and inclusive for both the public and relying parties. By integrating the National ID with financial institutions like GCash, the PSA empowers more Filipinos with access to essential financial services and equips organizations with streamlined customer onboarding and enhanced trust and security," said PSA undersecretary Claire Dennis S. Mapa, PhD, national statistician and civil registrar general. "We thank GCash for honoring the National ID in account opening and verification in line with our shared goal of accelerating financial inclusion in the country.”

 

Ren-Ren Reyes, president and CEO of G-Xchange, Inc., the mobile wallet operator of GCash, highlighted how this cooperation strengthens digital financial inclusion.

 

"This collaboration with PSA and DICT is a testament to the commitment of GCash to making financial services more accessible. By allowing users to verify their accounts with their National ID, we are breaking barriers and ensuring that more Filipinos can seamlessly access safe and reliable digital transactions," Reyes said.

 

By automating identity verification, eVerify speeds up the Know Your Customer (KYC) process, strengthens fraud prevention, and ensures accurate identity validation, making financial services more inclusive for Filipinos nationwide. The integration marks a significant step in simplifying onboarding while ensuring secure, seamless transactions for all GCash users. For more details, visit PSA’s official page at https://psa.gov.ph/.

 

ArenaPlus and BingoPlus Celebrate the Local sports Scene During the PSA Awards Night and PBA Finals PressCon

ArenaPlus, your 24/7 sports betting app, joined in celebrating the successes and hardwork of Philippine athletes during the 2023 San Miguel Corporation Philippine Sportswriters Association Annual Awards Night hosted at Diamond Hotel Philippines.

On January 29, 2024, the Philippine Sportswriters Association (PSA) recognized numerous athletes who have left their mark on the history of Philippine sports in the year 2023. This recognition comes from the writers and editors who have witnessed, firsthand, the effort and dedication each competitor consistently displayed in their pursuit of victory. 

The awarding ceremony began with handing out the Tony Siddayao Awards to young practitioners with recognizable potential before going into the Major Awards for those with noteworthy contributions, the Lifetime Achievement Awards for industry legends, and the Special Awards for outstanding individuals. PSA also recognized the gold medalists from the Sea Games, the ASEAN Para Games, the Asian Games, and the Asian Para Games. 

Notably, Gilas Pilipinas won the President’s Award while pole vaulter Ernest John "EJ" Obiena received the Athlete of the Year Award.

On top of athletes, PSA also identified the people and organizations that provided their support. The Samahang Basketbol ng Pilipinas and Jiu-Jitsu Federation of the Philippines were both named the National Sports Associations of the Year, while SMC President and CEO Ramon S. Ang and First Pacific Company Chairman and CEO Manny V. Pangilinan were both given the PSA Executive of the Year Award for their contributions during the FIBA World Cup.

 

ArenaPlus played an active role in the event as a presenter. The brand provided trophies for each athlete. In addition, the Executive of the Year Award and the President’s Award—were personally presented to the recipients by Total Gamezone Xtreme Inc. President Jasper Vicencio; each trophy was engraved with ArenaPlus’ logo. 

Following the awarding ceremony, ArenaPlus will sustain its partnership with the PSA through a series of weekly forums. These forums are part of the PSA’s public service and information program to bridge the gap between the sports world and the public. 

In a similar move, BingoPlus, your comprehensive entertainment and amusement platform, the first online bingo app in the country, and the Official Bingo Entertainment Partner of the Philippine Basketball Association (PBA), showed its support for Philippine basketball sportsmanship during the 2023-24 Commissioner’s Cup Finals press conference held at Eastwood Richmonde Hotel last February 1, 2024.

The final two teams—the Magnolia Hotshots and the San Miguel Beermen—shared the stage to give their pre-game thoughts and answer media queries alongside their coaches. Keen on asking its own questions, BingoPlus also interviewed some key figures at the conference.

PBA Commissioner Willie Marcial shared his opinions about this season, expressing how partnering with BingoPlus made the event more meaningful to the association.

“BingoPlus—malaking bagay sa PBA.” said Commissioner Marcial, “Number one, sila ang binibigay ng entertainment samin; two, pati yung mga enhancement para sa mga fans. Nakikita lang ngayon ang PBA dahil sa BingoPlus.

Despite being on opposing teams, June Mar Fajardo—the 7-time PBA MVP of the San Miguel Beermen—and Calvin Abueva—an 8-time PBA All-Star from Magnolia Hotshots—shared similar sentiments about this season. Fajardo and Abueva planned to maintain momentum in their plays and snag the championship, both emphasizing the importance of giving it their all in the final game.

“Plan namin for the finals is more (play) execution and mental (fortitude),” remarked Abueva. “San Miguel is strong; meron silang MVP. They’re champions.”

BingoPlus touched upon Fajardo’s role as a consistent MVP, asking about his plans for the finals. In response, Fajardo simply commented, “Daming pwede maging MVP sa team namin. Si CJ Perez, siya yung contender para sa best player of the conference; sana makuha niya yung MVP (title).”

As brands dedicated to the relaxation of Filipinos and the development of Philippine culture, ArenaPlus and BingoPlus remain steadfast in supporting local sports, entertainment, and leisure activities. They continue to work on developing avenues and opportunities to make leisure and sports more accessible and relevant to the Filipinos.

BingoPlus and ArenaPlus proudly stand as flagship brands under Digiplus Interactive Corp, solidifying its position as a leading gaming and leisure provider in the country. For more updates, visit www.bingoplus.com and www.arenaplus.net or download the apps now via the App Store and Google Play.

Jollibee Group Partners with PBEd, USAID to Provide Jobs to Filipino Youth

MANILA, Philippines. – Unemployment remains an issue to many underprivileged Filipino youth, especially during a challenging economic climate. Most of them have lost their jobs or failed to secure stable jobs due to the impacts of the pandemic. According to the Philippine Statistics Authority (PSA), youth unemployment rate in the Philippines as of May 2023 is at 10.6%.

To help address youth unemployment, the Jollibee Group, and its social development arm Jollibee Group Foundation (JGF) recently partnered with the Philippine Business for Education (PBEd) and Career Builder Skills Training and Assessment Center on the YouthWorks PH project.

Launched in 2018, YouthWorks PH is a private sector-led initiative which aims to increase access of unemployed and out-of-school Filipino youth to quality training and employment opportunities. This project is implemented by PBEd in partnership with the United States Agency for International Development (USAID).

PBEd is the business community's response to the need for sustained and strategic education reform in the Philippines. Career Builder Skills Training and Assessment Center is a TESDA accredited skills training and assessment center established in 2020 to help provide employment opportunities to unemployed Filipinos through skills training.

For its part, the Jollibee Group will co-develop the technical-vocational school-based curriculum with Career Builders, in coordination with Technical Education and Skills Development Authority (TESDA). JGF will also provide scholarship assistance to youth scholars and provide them with practicum training in select JFC stores. A pilot training program will be done this year to optimize the design and mechanics that can be used to scale to more youth trainees across the country beginning 2024.

“We are happy to partner with PBEd, USAID, TESDA, and Career Builder on providing the marginalized youth sector with the opportunity to empower themselves with technical and leadership skills. This initiative will enable them not only to find jobs, but also to unlock their potential so they can achieve a better life for themselves and their families,” said Jollibee Group Foundation President Gisela Tiongson.

 

Sustained program for youth employment

This is not the first time JGF has undertaken an initiative for the marginalized youth sector. In 2005, JGF launched the Access, Curriculum, and Employability or ACE Scholarship Program, which provides two types of educational support to underprivileged youth: college scholarships for degrees in Hotel and Restaurant Management or Business Management, and technical skills training scholarships, in partnership with Don Bosco Technical College.

In 2018, JGF partnered with the Anihan Technical School for the development of the Quick Service Restaurant Operations course, which includes both in-school and in-store training for scholars, improving not only their skills set, but also their employability in the food service industry.

Since the ACE Scholarship Program started in 2004, JGF has given scholarships to 2,397 students, which includes 1,117 students for agriculture and 139 for technical-vocational skills training.

“We continue to work towards reducing barriers to education for the marginalized Filipino youth. With new partners like PBEd and USAID, we are strengthening our ACE Scholarship Program even further and helping provide more young people with better chances at succeeding in life and improving their quality of life,” said Tiongson.

 

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About Jollibee Group

Jollibee Foods Corporation (JFC, also known as Jollibee Group) is one of the fastest-growing restaurant companies in the world. Its mission is to serve great-tasting food and bring the joy of eating to everyone through its 18 brands with over 6,500 stores across 34 countries including the Philippines, United States, Canada, the People's Republic of China, United Kingdom, Vietnam, United Arab Emirates, and Australia.

The Jollibee Group has eight wholly owned brands (Jollibee, Chowking, Greenwich, Red Ribbon, Mang Inasal, Yonghe King, Hong Zhuang Yuan, Smashburger); four franchised brands (Burger King, Panda Express, and Yoshinoya in the Philippines, and Tim Ho Wan in certain territories in China); 80% ownership of The Coffee Bean and Tea Leaf; 60% ownership in the SuperFoods Group that owns Highlands Coffee; and 51% ownership of Milksha, a popular Taiwanese bubble tea brand. JFC also has a business venture with award-winning Chef Rick Bayless for Tortazo, a Mexican fast-casual restaurant business in the United States.

The Jollibee Group, through its subsidiary Jollibee Worldwide Pte. Ltd. (JWPL) owns 90% participating interest in Titan Dining LP, a private equity fund that owns the Tim Ho Wan brand. The Jollibee Group has a joint venture with the THW Group to open and operate THW restaurants in Mainland China. Recently, the Jollibee Group has signed an agreement to establish a joint venture company that will own and operate Tiong Bahru Bakery and Common Man Coffee Roasters in the Philippines.

The Jollibee Group has launched its global sustainability agenda dubbed Joy for Tomorrow, which aims to strengthen the company’s commitment to sustainable business practices. The agenda centers on the key pillars of Food, People, and Planet, and consists of 10 focus areas namely: food safety, food quality, nutrition & transparency, employee welfare, farmers livelihood, community support, good governance, packaging & recycling, waste reduction, and energy & water efficiency. Each focus area sets goals and initiatives that contribute and align with the United Nations Sustainable Development Goals (UN SDGs).

The Jollibee Group was named the Philippines' most admired company by the Asian Wall Street Journal for ten years. It was also honored as one of Asia's Fab 50 Companies and among the World's Best Employers and World’s Top Female-Friendly Companies by Forbes. The company is also a two-time recipient of Gallup’s Exceptional Workplace Award, making it the only Philippine-based company to receive the distinction.

To learn more about Jollibee Group, visit www.jollibeegroup.com

Eatlog Run 2019 Supports Local Egg Producers and Continues to Promote Egg Consumption.

In celebration of the World Egg Day, the Philippines participates in the annual commemoration via Eatlog Run 2019. Now on its fourth consecutive year, Eatlog Run continues to advocate one egg a day for good health.

Happening on October 13, 2019, at SM by the Bay in Pasay City, this family-oriented event brings in a new twist to its usual fun run as it introduces various egg dishes along the running course. This activity is a unique way to highlight egg as a healthy, nutritious yet affordable food choice.

Eggs are an inexpensive yet richest source of high-quality protein, other nutrients such as essential fatty acids, and micronutrients like vitamins and minerals, necessary for the body’s nutritional requirement.

One of the vitamins found in eggs is vitamin D. The egg yolk has high levels of vitamin D, that is required by the body to control the availability of calcium and phosphorous that strengthens the bones. Sufficient levels of vitamin D, likewise, provides immunity and cell repair to prevent stress and cancers.

Meanwhile, egg yolk’s bright color is an indicator that an egg comes from a healthy hen. Aside from that, it contains high levels of carotenoids, that acts as antioxidants.

DSM Nutritional Products, one of the major partners of Eatlog Run Year 4, is the global leader in quality vitamins. They offer Optimum Vitamin Nutrition (OVN), a DSM trademark for quality in terms of ensuring levels of recommended doses of vitamin requirement for animals are adequate, allowing the animal to function in basic growth, health maintenance, and production performance.

DSM supports in healthy egg production by providing not only the common form of Vitamin D3 but also the absorbable form of Hydroxy-D3 (HyD®) in egg layer diet nutrition. This delivers adequate levels in the systems of the animal that can be deposited to the egg. It also has nature identical Carophylls® that can help supplement carotenoids aside from the feedstuff.

Other than eggs’ many health benefits, this run aims to uplift and empower our local egg producers. With the support of Department of Agriculture (DA), Bureau of Animal Industry, Department of Science and Technology – Food And and Nutrition Research Institute, Philippine Association of Breeders and Layers, Inc. (PABLI), Philippine Egg Board Association, and DSM Nutritional Products, The Good Egg by Sarimanok; and other partners will help us better understand egg’s contribution to the food and poultry industry.

DSM Nutritional Products is recognized by the International Egg Commission (IEC) as the first sole Value Chain Partner for feed additives and sustainability. This partnership is responsible for supporting sustainable egg production by promoting it as the lowest contributor to environmental footprints while being an affordable, safe, and accessible form of nutrition to all. This collaboration requires international cooperation with global organization to deliver United Nations Sustainable Development Goals, that will benefit the need of the growing population for food and help drive positive development in the egg industry.

In a report done by the Philippine Statistics Authority (PSA), it presented that egg-laying poultry segment has increased by 8.8 percent to 142, 010 metric tons in the first quarter of 2019. The three highest regions that contributed to the increase were the CALABARZON Region, Central Luzon, and Central Visayas. According to the PSA report, these three regions comprised 60.1 percent of the total chicken egg production of the country. Nonetheless, there is an impending need to address low egg consumption in the country.

Apart from increased consumption and awareness on eggs’ nutritional value, the proceeds of Eatlog Run will aid the following institutions – Save the Children and Armed Forces of the Philippines Educational Benefit System Office (AFP-EBSO), to continue their fight against malnutrition and send orphaned children to school.

Registration is now open for any of these categories with corresponding prices – 3K Solo for P600.00, 3K Egg Family or group of four for P2200.00, 5K Solo for P700.00, 5K Buddies Double Egg Yolk for P1300.00, and 10K Scrambled Solo for P800.00.

Race kit includes singlet, racebib, finisher’s medal, and lootbags. For 10K runners, they get additional race belt.

On-site registration takes place at selected Chris Sports branches – SM Mall of Asia, Glorietta, SM Megamall, and SM North EDSA. You can also do online registration by visiting www.goorahna.com.

Students are also encouraged to join. They can participate in this run for a cause for a discounted price of P150.00. They will receive racebib and medal.

The annual Eatlog Run in the Philippines has been recognized by the IEC, a global organization that represents the egg industry. The World Egg Day celebration falls every second week of October.

Eatlog Run 2019 is made possible by the following Major sponsors: Department of Agriculture- Bureau of Animal Industry, Philippine Association of Breeders and Layers, Inc. (PABLI), Philippine Egg Board Association, DSM Nutritional Products, and Sarmanok Poultry Feeds, Also with our event partners: MX 3,Bepco, Blackwater,

Salonpas, Mogu Mogu and Hello Panda, Goju, Nature Spring, SM By the Bay Amusement Park, Pocarri Sweat, Curves, Allertin, BiFruitas also with our Media Partners: Light Tv – God’s channel of blessings, Malaya Business Insight, Business Mirror, Manila Times, Saksi, Dyaryo Bomda, Pilipino Mirror, Bulgar, Wheninmanila.com, The Philippine Events, Pinoy Kami Online, DWBL

This event is organized by Aldenver Marketing, Inc.

For more information about Eatlog Run 2019, please contact Ms. Nikka Ramos of Aldenver Marketing at 0927-8484533 / 0998-9565231. You may also send an e-mail at aldenver.eventsmarketing@gmail.com

For updates and other important announcements, please check Eatlog Run or Aldenver Events and Eggciting Adventure Family Fun Run Facebook page.