Text and Photos by Monsi A. Serrano
For the first time in the Philippines, a country-focused brand marketing conference will be staged by the Philippine Marketing Association (PMA) on September 19 at the majestic Okada Manila in Pasay City.
Celebrating its 65th anniversary this year, the PMA has partnered with Okada Manila in bringing the best of Japan’s tradition and strengths in business through “IPSUM JPX,” establishing a first-of-its-kind conference in the country that will be the trademark event of the PMA.
In the media launching of the event at Okada last August 29, the PMA gave a foretaste of what is in store for the business and marketing industry at the “IPSUM JPX: Marketing Exchange Japan.”
“More than the fascinating Japanese inventions and influence, the IPSUM JPX will certainly provide a world-class experience, education, and engagement all in one place for all the participants,” Jos Ortega, overall chairman of IPSUM JPX, said in a video message played at the launch.
Ortega said the event promises participants a learning experience from the three-track sessions about Culture, Leadership, and Innovations.
“We are bringing great brands and great minds together for a creative exchange of ideas, best practices, and innovations. The IPSUM JPX world stage will be bustling with energy, success stories, and thought-provoking discussions,” he said.
Speaking to THEPHILBIZNEWS, PMA President Faith Abano said the novel idea for a country-focused brand marketing conference came up when members agreed to mark their organization’s 65th year with something unique that others did not dare explore.
“Being part of the Philippine Marketing Association, we always strive to give every conference what is best, unique, and first to happen in the country,” Abano said.
Owing to this event, she said: “The Philippines will certainly attract a lot of participants in various companies and their officers, business owners and even those who are still in the process of venturing in business.”
Asked why the PMA picked Japan over the rest of the world for its maiden conference, Abano said: “First and foremost, Japan is our strongest partner in trade and they are also one of the countries that have a huge investment in the Philippines.”
“Filipinos can learn a lot from the Japanese, on how they bounced back after painstakingly rebuilding their country and remained a superpower,” she added.
Alpha Allanigui, IPSUM JPX director, told THEPHILBIZNEWS that their group in PMA did their research before deciding to choose Japan. “We did an informal survey about Japan. And it was elating to know that since we were young and till now, Japan has really influenced us a lot in so many ways,” she said.
“Before, there was Voltes-V, Mazinger-Z, and other robots that were admired by Filipino youth. Then the toy Tamiya, which was a hit in the late 90s. Now, the younger generations have learned to love J-Pop, Anime, Manga cartoons, and comics, and these are all Japanese, right,” said Allanigui.
For his part, Orly Ballesteros, IPSUM-JPX Committee for Sales and Sponsorship chairman, said, “There are so many things to learn from the Japanese. Their rich culture, leadership style, philosophy, and technology. Filipinos can always benchmark from them. Rising from the rubbles, the unparalleled discipline, and more than the food and country that the Filipinos have loved and accepted.”
“There are a lot of things that seem simple yet very profound Japanese principles we can all adopt. The concept of “ba” (space), “kaizen” (continuous improvement), “ikagai” (the reason for being), and “karoshi” (overworked) and many more,” Ballesteros added.
The PMA officials were one in deciding that more than the business insights, Japanese epitomizes new technology, and strong business principles that appeal to Filipinos at the IPSUM JPX. “It’s a unique experience and that we guarantee to everyone,” said Ballesteros.
Meanwhile, Cielo Ortega-Reboredo, the Vice President for Sales and Marketing, Hospitality and Entertainment of Okada Manila, expressed excitement over its partnership with PMA for the IPSUM JPX. “Okada Manila is a Japanese company and the theme IPSUM JPX fits to a T,” she said.
“And modesty aside, Okada is the largest ultra-luxury integrated hotel-resorts in Asia and to host the IPSUM JPX wherein a Japanese focused marketing conference which is the first time in the Philippines to happen is indeed perfect to be held here at Okada. We are proud and glad that they chose Okada, and we look forward to many more exciting events with the Philippine Marketing Association,” she added.
We welcome this brilliant concept of IPSUM JPX, which is benchmarking from the Japanese ways of doing business, work ethic, value, and deeper understanding of the Japanese culture through this conference. Like for us in Okada Manila, there are two simple yet powerful philosophies that we live by, from the top Japanese and Filipino executives down to our team members. Simple philosophies, because there are only two words that guide our way of serving our guests and doing our business and these are “Magokoro” and “Omotenashi”,” the Ortega-Reboredo explained.
“And Magokoro means sincerity, while Omotenash is to anticipate the varying need of every guest we serve. Thus, this the heart of our Japanese hospitality perfectly combined with Filipino warmth and hospitality, hence, at Okada, guests will experience unparalleled service,” Okada Manila’s VP for Sales and Marketing, Hospitality and Entertainment concluded.
After signing the contract between Okada Manila at the media launch, Abano said: “The IPSUM JPX Marketing Conference will pave wave to a lot of realizations from the participants. We realize our goal of creating a platform for Filipino Marketers to learn and exchange best practices from all over the world, so that, in turn, we can work together to further elevate the caliber of Filipino brands and entrepreneurship.”
