18/05/2026
๐๐ข๐ข๐ || ๐ ๐๐๐ช๐ข๐ฅ๐๐ ๐ฎ๐ฌ๐ฎ๐ฒ
Eleven (11) Marketing Major students, together with their adviser, participated in the national convention of the Philippine Junior Marketing Association (PJMA) entitled โ๐ ๐๐๐ช๐ข๐ฅ๐๐ ๐ฎ๐ฌ๐ฎ๐ฒ: The Sonic Resonanceโ held last ๐๐ฝ๐ฟ๐ถ๐น ๐ญ๐ฒ, ๐ฎ๐ฌ๐ฎ๐ฒ, at the ๐๐ถ๐น๐ข๐ถ๐น ๐๐ฐ๐ผ๐ข๐ถ๐น ๐๐ฒ๐ป๐๐ฟ๐ฒ, San Juan City.
The event gathered Marketing students, educators, industry professionals, and business leaders from different colleges and universities across the country to explore the growing influence of sound, music, and audio branding in modern marketing strategies. The convention highlighted how sonic elements shape consumer behavior, strengthen brand identity, and enhance digital engagement in todayโs competitive business environment.
The program formally opened with the singing of the National Anthem and an Invocation led by the NU Laguna Chorale, followed by inspiring messages from distinguished industry leaders. The welcoming remarks were delivered by Jay Lim, Chief Operating Officer, HAVAS Media Ortega, who emphasized the importance of creativity and innovation in the evolving marketing landscape.
This was followed by the opening remarks of Kelly Mae Angeles, Vice President for Events and Logistics and Deputy Project Head, who warmly welcomed the participants and encouraged students to maximize the opportunity to learn from professionals in the field.
To energize the audience, the band Fitterkarma performed musical numbers that reflected the eventโs theme and showcased the power of music in connecting with people emotionally and socially.
Several renowned guest speakers shared their expertise and experiences related to sonic branding, digital marketing, and consumer engagement:
โข Gian Angelo S. Dela Cruz, Head of Brand Creativity and Experience, HAVAS Media Ortega discussed โThe Sound of Influence: How Music Shapes Brand Stories and Consumer Behavior,โ explaining how music creates emotional connections between brands and consumers.
โข Mike Constantino, Founder and CEO, Homonym and Surroundcast, presented โSound Craft Culture: How Brands Build Identity Through Sounds,โ highlighting the role of audio identity in brand recognition and customer recall.
โข Nicole Hyala, Radio DJ 90.7 Love Radio, shared insights through her talk โFrom Spin to Stream: How Radio Drives Digital Music Consumption,โ emphasizing the transition from traditional radio to digital platforms and streaming services.
โข Vic Icasas, CEO and Managing Partner, Hit Productions, Inc., discussed the impact of sonic branding and how strategic sound marketing influences consumer loyalty and purchasing behavior.
โข Micaela Angela Padua, Development Business Manager, Star Digital Solutions, Inc., delivered a special segment entitled โHitting the Right Notes in Digital Growth,โ focusing on effective digital marketing strategies and audience engagement.
โข Sy Bryan Lato CPM Asia, Vice President of SMSI, Marketing Director for Pharmaceutikos Medical, Inc. and Business Development Consultant of S&Y Central Realty, Inc., also shared valuable marketing insights drawn from his experiences in business development and brand management.
The convention also featured a panel discussion centered on โDynamic Music Strategy: How Brands Use Artist Memorability in the New Marketing Era.โ The panel speakers provided practical insights on how companies integrate music, artists, and digital trends into their branding strategies:
โข Kevin Dizon, Partner and Market Lead for Philippines, Spotify PH@
โข Elvie Ngayawon, Brand Manager, Cebu Pacific
โข Scott Adrian So, Chief Operating, Officer, Star Digital Solutions, Inc.
The panel discussion was moderated by Kristoff Dela Cruz, Account Director for Creatives and Advocate of Gender Allyship and Inclusivity, HAVAS Media Ortega, who facilitated meaningful discussions regarding branding, inclusivity, creativity, and audience connection through music and media.
Another highlight of the event was the presentation of EtiGo, a Philippine bus travel and online ticketing platform introduced by its Founder and CEO, Amirah Arandia, showcasing innovation and convenience in the transportation industry.
The participants were also entertained by a special performance from Angela Ken, whose musical presentation added excitement and inspiration to the convention experience.
The event officially concluded with closing remarks from Andre Anthony Paniergo, 39th Federation President PJMA while Andrea Rose served as the event host, keeping the audience engaged throughout the program.
Attendees actively participated in the convention activities, received various freebies from sponsors, and enjoyed raffle draws conducted during the event. More importantly, the students gained valuable knowledge and practical insights into contemporary marketing trends, particularly in sonic branding, digital marketing, consumer engagement, and brand communication. The experience further enhanced their understanding of real-world marketapplications and inspired them to become innovative and competitive future marketing professionals.
