Brands hard-pressed to keep up with digitalization

A finish line that keeps on moving—that’s how the Internet and Mobile Marketing Association of the Philippines (IMMAP) describes the process of digitalization, which means brands and businesses also need to keep up with the latest tech trends to remain relevant to their customers.

“You know how you’re in a race, but they keep moving the finish line? That’s how internet marketing feels like today. By the time you think you know what you’re doing, they’ve moved the finish line,” said Leigh Reyes, president and chief creative officer of MullenLowe Philippines and IMMAP vice president.

“This is why continuous learning and upgrading of your skills is important,” she added.

IMMAP is the annual host of DigiCon, which, this year, focuses on facilitating such learning through its new theme: “Leap.”

Set for Oct. 16-18 at the Philippine International Convention Center, DigiCon 2019’s theme represents the convention’s four tracks: Lead, Explore, Apply, Practice.

Under Lead, talks will focus on upgrading leadership skills and thinking at every career stage; Explore will unveil state-of-the-art technology for brands and marketers; Apply will allow participants to roll up their sleeves and dive into interactive workshops; and Practice will highlight tech trends for specific categories and industries.

The whole DigiCon 2019 experience, said Unilever Philippines media director and IMMAP president Dennis Perez, is designed to help brands and businesses “live and breathe technology.”

“We are way past the era where the most digital savvy brands could stay relevant by relying on the work of an isolated digital team. Now, success requires digital excellence across all fronts,” Perez added.

Leading the international roster of speakers is corporate culture guru Patty McCord, former chief talent officer at Netflix, whose Netflix culture deck has disrupted the way modern conglomerates operate internally.

Other speakers include Pratik Thakar of Coca-Cola, Myki Slonim of Vice Media, Sea Yen Ong of Spotify, Yeo Siang Tiong of Kaspersky Lab, Hans Lopez Vito of BBDO, Wendy Clark of DDB, Dexter Ong of Wattpad, Roger Yuen of Clozette, Derek Tan of Viddsee, Bhavna Suresh of Lamudi, Tanya Wilson of The Unusual Network, Anthony Thomas of MYNT, Matt Sutton of Whalar, Hazel Savage of Musiio and Raiford Cockfield of Bitrep.me.

The event will end with this year’s Boomerang Awards, which will showcase the country’s best works in the digital space.

“As consumer behavior becomes increasingly digital, companies must understand the importance of not just maintaining a digital presence, but also delivering brave work in that competitive space,” Perez said. “Through DigiCon 2019, we want to give Philippine brands direct access to the visionaries who continue to guide entire industries in that direction.”

For more information on DigiCon 2019, visit https://digicon.immap.com.ph; follow @immap.digicon on Facebook; or e-mail [email protected].