The Philippine Marketing Association (PMA), established in 1954, is presenting what it calls its most operationally ambitious marketing conference to date. At a media launch held June 24, 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), aimed at “Charting the Future of Marketing.”
The conference is set for September 23, 2026, at Hilton Manila, Newport World Resorts. A hybrid on-demand track runs from September 24 through November 2026, extending the program to participants across the region.
(Back row, from left) Faye Arellano-Martinez, former EVP; Gwen Albarracin, One Map adviser; Adolf Aran, PMA co-director for One Map; Charisse Pestano-Diaz, PMA EVP and co-director for One Map; Mitch Ballesteros, PMA president; Yayu Javier, One Map adviser; Vince Reyes, One Map adviser; Jennifer Love Reyes, PMA PR and corporate communications director
ONE MAP is a pioneering initiative that goes beyond traditional learning formats by introducing an omni-experience, output-driven learning journey, a system designed to help delegates identify where conditions are shifting and respond before the window closes.
The acronym reads in two parts. 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,” said Mitch Ballesteros, 2026 PMA president and CEO and founder of Exlink Management and Marketing Services. “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.” She also placed ONE MAP within PMA’s broader 2026 organizational theme of “ONENESS.”
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 and 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. Supportinf them is this year’s overall conference chairperson Greg Banzon, chief operating officer and executive vice president of Century Pacific Food, Inc.
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.
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 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.
