Date: 2015-01-21
Time: 04:30 PM
Venue: DM Hall, Landbank Plaza, Ermita Manila
Attendees: 1345
The PMA 2015 Board takes its oath of office before Keynote Speaker and inducting officer Prof. Frederico M. Macaranas, PhD, Co- Director, ASEAN 2015 Project, Asian Institute of Management.

PMA (Philippine Marketing Association), the country’s premier and recognized umbrella marketing organization, recently held its 61st anniversary and induction of officers and directors at the Diosdado Macapagal Hall of Landbank, with focus on the global competitiveness and ingenuity of the Filipino as a creative and marketer.

Adopting the theme “Pinoy Asian Marketing: Crossing New Borders. Touching More Hearts.”, the PMA in 2015 sees itself leading the way for Filipino marketers to a road of business cooperation among one another and across international borders while in continuous pursuit of nationalism and marketing excellence.

The induction of officers is led by Henry S. Tenedero, academician, author, lecturer and president of his own company, Education For All Development Center, as PMA 2015 President. In composing the year’s theme, Tenedero shares the rationale, “We are celebrating the ASEAN Integration and hosting this year’s Asia-Pacific Economic Cooperation (APEC) Conference. But in the midst of this twin- event, we should not forget the Filipinos, in general and the Filipino marketing professionals, in particular”.

Henry Tenedero echoes the board’s commitment “to sustain our alliances with our allied organizations and enhance the social character image of the association.” The new leadership is bent on crossing new borders – LGUs, cooperatives, NGOs, APEC, associations, seeing to it that in all their engagements, more hearts will be touched. A most fitting guest speaker and inducting officer, Prof. Federico M. Macaranas, Ph.D., co-director of the ASEAN 2015 Project of the Asian Institute of Management, both inspired and challenged the association to seize the opportunities that the ASEAN integration presents and live up to the sworn duty of becoming Filipino torchbearers of marketing enlightenment. The induction, marked by a record high in attendance, made a very positive, indicative statement of how a progressive and dynamic year this will be for PMA. All eyes are now on this institution. Here’s wishing it all the best!

The newly inducted 2015 Board of Officers and Directors of the Philippine Marketing Association.

  • Maria Luz “Yayu” E. Javier (Avanza, Inc.) Immediate Past President;
  • Carminia B. Rodriguez (AGR Xperts Corporation), Director for Government Affairs and Alliances & Linkages;
  • Veronica Lim-Avanceña (San Miguel Yamamura Packaging Corporation), Director for Consumer Affairs;
  • Catherine B. Villanueva (Landbank of the Philippines), Director for Corporate Communications;
  • Dr. Leonardo R. Garcia, Jr. (GlobEra), Director for Certified Professional Marketers (CPM) and Marketing Institute of the Phils. (MIP);
  • Germaine A. Reyes (Synergy Business Consultancy), Director for Meetings & Attendance;
  • Henry S. Tenedero (Education For All Development Center), 2015 President,
  • Dr. Federico M. Macaranas, Inducting Officer;
  • Arlene P. Padua (Post10 Worldwide, Inc.), Executive Vice President and Director for 1st Asian Marketing Leadership Summit;
  • Alpha Gracias C. Allanigui (United Neon Advertising, Inc.), Director for Agora Awards;
  • Dr. Elton See-Tan(The E-Hotels Group), Internal Auditor;
  • Dr. Ma. Victoria M. Ac-Ac (Lyceum of the Philippines University), Board Secretary;
  • Dr. Jennifer T. Ramos (San Beda College, Manila), VP for Education & Research;
  • Mary Faith B. Abaño (Celestial Media Services, Inc.), VP for Youth & Academe;
  • Ma. Cristina L. Oreta (e-Methods for Business Management), Treasurer & Way & Means
  • Michelle D. Ballesteros (Ex- Link Events) Management & Marketing Services Group), VP for Membership.
  • Valerie Jules C. Eugenio (Buzz Drivers, Inc.), VP for Chapters.

A Message from the President of the Republic of the Philippines

My warmest greeting to the Philippine Marketing Association on the occasion of your 61st Anniversary and Induction of 2015 Board of Directors.
Your government recognizes the important role that marketing professionals play in making our economy more dynamic and vibrant. We welcome this meeting and your new set of leaders, generating fresh ideas and charting novel directions that will ensure the continued success of local products and industries. It is my hope that the excellence, integrity and professionalism that you have demonstrated in the last six decades will remain the hallmarks of your organization as it moves forward and achieves its goals.

The coming months will be a propitious time for our nation, as we continue to harvest the fruits of our labors over the past four-and-a-half yours and benefit from more open trade relations with our neighbors in the region. Let us continue working together to make the most of the opportunities in this exciting moment in our history, that we may be instrumental in bringing forth a more progressive Philippines and Southeast Asia.

I wish you the best in your endeavors.

President, Republic of the Philippines

Message from the Keynote Speaker & Inducting Officer

First of all, my warmest, congratulations to the newly elected Board of Directors of the Philippine Marketing Association!

By the end of this year, the ASEAN shall announce the establishment of an Economic Community, marking the start of a single regional market that boasts of vast opportunities. This philosophy of regionalism has both stirred excitement and stoked fears among business players, as the diverse and dynamic political, economic and social facets make for a volatile, uncertain, complex and ambiguous (VUCA) environment. Keeping abreast of the latest developments and deeply understanding the region will be crucial to taking advantage of this economic clout. Cognizant of these potential sectors, competing for customers in the ASEAN becomes a key strategic question. However, to be a truly regional champion, cooperation offers more effective means of tapping growth potentials a firm cannot realize on its own. With cooperation, one can jump into competition more easily.

The PMA stands firm on its objective to promote marketing practices to best seize opportunities of 2015 and beyond. As ASEAN changes the way we see business in the country, I hope the PMA’s initiatives will continue to advice the Filipino torchbearers to tomorrow’s regional headliners!

Co-Director, ASEAN 2015 Project
Asian Institute of Management

Message from the 2015 PMA President


The year 2015 sees the Filipino off to a rousing start. The year opens with the implementation of the ASEAN Integration. Just two weeks ago, Pope Francis visited our shores in a celebration of mercy and compassion, embracing all faiths; and our country shall soon host the Asia Pacific Economic Cooperation (APEC) conference.

The events I mentioned above augurs well for the Philippine Marketing Association where our theme is “Pinoy Asian Marketing: Crossing New Borders. Touch More Hearts.”

This year will be a celebration of the Filipino indomitable marketing spirit. And how fitting it is that we are holding our maiden activity of the year in the premier government bank of the country, the Landbank of the Philippines.

In our mission to celebrate the Filipino marketing genius, the PMA shall move forward to transform great ideas into concrete reality. These are initiating actions to form the Marketing Institute of the Philippines (MIP), mount the Asian Marketing Leadership Summit, and exploring ways to utilize social and societal marketing in all our key programs. For the latter, the PMA intends to pioneer a national program for the public sector called “Transpormasyon at Inobasyon sa Public Service.”

Yes, the Filipino is off to a great start. The PMA, on its part, shall harness that momentum to get our projects move from the Board room all the way to the end using the art and science of marketing to build minds and touch hearts.

Mabuhay ang Pinoy!

Philippine Marketing Association 2015

Message from the Executive Vice-President, PMA 2015

“Do nothing out of selfish ambition or vain conceit. Rather, in humility value others above yourself, not looking to your own interests but each of you in the interests of the others.” (Philippians 2:3-4 NIV)

The Philippine Marketing Association, opens its 61st year of esteemed existence because of its members who have always gone out of their way in spite of their very busy schedules to share their expensive executive man hours, their valuable core competencies, and impart their unique and bright marketing ideas for FREE and execute good management in their stewardship of the association.

This year calls everyone to go beyond the norm to “think, feel, and act”; about being inclusive rather than exclusive as we embrace our theme “PINOY Asian Marketing: Crossing New Borders, Touching More Hearts”.

Let us all gear up and get ready to put bricks and mortar to a long time plan of PMA Boards of having our own Marketing Institute, to roll out our very first Asian Marketing Leadership Summit, and to implement all other projects we have planned for this year.

“Get involved in something that you care so much about that you want to make it the greatest it can possibly be, not because of what you will get, but just because it can be done.”- Jim Collins

Together as one, we are stronger. United and cohesive, we can CROSS NEW BORDERS. Above all, only by Gods grace and blessing upon us and our projects can we reach out and TOUCH MORE HEARTS in 2015!

So, help us God!

Arelene P. Padua, CPM
Executive Vice President, PMA 2015
Director-in-Charge, PMA 2015 Induction
Director, 1st Asian Marketing Leadership Summit

Message from the 2014 PMA President

I wish to take this opportunity to thank the 2014 Board of Officers and Directors of their brilliant work, our generous sponsors, our hardworking committees, dedicated Secretariat who are our unsung heroes, our members who continue to believe in PMA and most of all to God who has provided us the strength and wisdom to continue our mission and dreams for the premium marketing associations, the Philippine Marketing Association. Most of all, I wish to thank my family for their loving support and understanding.

I also wish to congratulate President Henry Tenedero and the 2015 Board of Officers and Directors and I truly believe that there will be more marketing brilliance that will shine the year and the next years to come.

We all have diamonds in each one of us. Let us continue to become the countrys next marketing brilliance.

Mabuhay ang PMA and to God be the glory!

Maria Luz “Yayu” E. Javier, CPM
Immediate Past President
Philippine Marketing Association

PMA Induction Committee

Arlene Padua
Executive Vice-President, PMA 2015
Director-in-Charge, PMA 2015 Induction
Director, 1st Asian Marketing Leadership Summit
President & Managing Director Post 10 Worldwide, Inc.

Vince S. Reyes
Past President, PMA 2013
Managing Director, ED IMC Firm

Ma. Cristina L. Oreta
E-methods for Business Management
Director, PMA 2015

Joni M. Garcia
Officer Manager
PMA Secretariat

Ariel Francisco
Senior Sales Manger
Newmark Import Export Corporation

Alfonso H. Vizcarra
E-business Link

Mary Rose S. Concepcion
Event Coordinator II
PMA Secretariat

Induction Sponsors:
EX-LINK, ED IMC Firm, executive decisions, Landbank

Segment Sponsors: Avanza, BPI, Goldilocks

Media partner: Business World

About the Philippine Marketing Association (PMA)

Founded in 1954, the PMA was established to create awareness for the power of marketing in business, industry, and the academe. Pioneering various initiatives across the country, the Association works to develop and promote marketing as a science and a profession, and to serve as the policy-making and the recommendatory arm of the government on marketing-related issues. Today, the PMA remains the leading institution for marketing excellence in the Philippines.