HERE'S WHAT PAST PARTICIPANTS SAY

“Speakers were very engaging and you can tell they are experts in their own specialized fields in Marketing.”
(Country Head Brand and Marketing, Standard Chartered Bank)
LAST YEAR’S PARTICIPANTS

SINGLE-TRACK BREAKOUT SESSIONS FOCUSED
ON A TARGET MARKET AND INDUSTRY

Participants will attend the session focused on the consumer segment and industry (packaged goods or services) of their choice. Class size will be limited to 30 to ensure effective learning and interaction. These sessions will apply learnings from Day 1 into frameworks, and principles which will answer brand building’s fundamental questions: ‘What makes a strong brand?’ and, ‘How do I build a strong relationship with my consumer?’ The lectures and case studies are customized to cover the most relevant topics on brand building:

CONSUMER UNDERSTANDING & HUMAN INSIGHT

BRAND DIFFERENTIATION & POSITIONING
PRODUCT, PACKAGING, PRICE & PLACE STRATEGY

COMMUNICATION STRATEGY PLANNING

MEASURING BRAND BUILDING EFFECTIVENESS

Date: Day 2 | October 23, 2015
Time: 8:00AM - 5:00PM



PRESENTATION OF RESEARCH-BASED
CONSUMER PORTRAIT AND
BRAND LOVE STORIES

Gain a deeper understanding of your consumer as Acumen gives you exclusive access to fresh and first-hand ethnography research on 4 Consumer Groups. Substantiating quantitative data, this will paint a clearer picture as to why these Filipino Consumers behave, based on their life needs, mindset, motivations, media and purchase habits. This session aims to enlighten participants on how and why consumers fall in love and out of love with brands.

GEN Z

ABCD
15-20 years old


MILLENNIALS

ABCD
21-29 years old


MOMS

ABC
25-45 years old


SILVER

AB
50-60 years old

DILO DOCUMENTARIES: SELFIE-NOGRAPHY
They were asked to record what’s going on in their world, in their own way: weekday and weekend activities, shopping habits, passion and peeves, possessions.
HEART AND MIND CONFESSIONS: MY DIARY APP
Insightful statements about life: attitudes, interest, and opinion. Journal of current “work”, “life”, & “play” experiences that was completed in their smartphones and transmitted to a database.
DIGITAL HABITS AND MOTIVATIONS: NETNOGRAPHY
Analyses behavior and motives of online consumer habits (eg. Facebook, Twitter, Instagram).
PERSONAL CONVERSATIONS: ONE-ON-ONE, IN-DEPTH CONVERSATIONS
Team visited respondents in their homes or offices and had in-depth conversations about central themes culled from pre-work and other vital information.
SHOPPING STORIES: SHOPPER ETHNOGRAPHY
Respondents were provided commentaries to the videos/photos they documented. Insightful shopping questions were asked and recorded on cam.

Date: Day 1 | October 22, 2015
Time: 1:00PM - 5:00PM



KEYNOTE PRESENTATION
BY JONAH BERGER

Leading this year’s conference is a plenary presentation by famed Wharton School marketing professor and New York Times Bestselling author of ‘Contagious: How Things Catch On’, Jonah Berger. His keynote combines groundbreaking research with powerful stories. This will provide the groundwork for the rest of the conference content, focusing on virality and word-of-mouth as distinct and essential elements to brand saliency. Learn more about his book here.
Why do some things catch on while others fail?  What makes online content go viral?  And why do some products, ideas, and behaviors get more word of mouth than others?

Dr. Berger has spent over 15 years studying how social influence works and how it drives products and ideas to catch on.  He’s published dozens of articles in top-tier academic journals, consulted for a variety of Fortune 500 companies, and popular outlets like the New York Times and Harvard Business Review often cover his work.

He has helped all sorts of companies and organizations get their stuff to catch on.  From Fortune 500 companies to small start-ups, and multinationals to non-profits, Berger has helped increase product adoption, sharpen effective messaging, and develop marketing strategy.

Date: Day 1 | October 22, 2015
Time: 8:00AM - 12NN



Benjie has 25+ years of experience in building brands across a broad range of categories like baby care, health care, hair care, personal cleansing, laundry, feminine care, beverage, retail, infant nutrition and consumer electronics.

He started and built his brand management career in Procter & Gamble where he played a key role in driving its baby care, health care and hair care businesses. He eventually became the company’s Marketing Director handling its Philippine market and its media division across ASEAN, Australasia and India. He later joined Basic Holdings Corporation as the Chief Marketing Officer of Asia Brewery and Tanduay Distillers where he helped grow its beer, water, CSD and alcoholic businesses. He moved on as SM Supermalls’ Senior Vice President for Marketing and helped restructure the company’s marketing department to make it more brand management focused. Benjie then continued his passion for building strong brands at Wyeth Philippines as its VP for Marketing & Sales. He then joined Samsung Electronics as its head of Marketing and helped build the Samsung brand from a weak #2 to very strong #1 brand in the consumer electronics business.

Armed with a successful and expansive corporate experience in building brands, Benjie is now part of Acumen as a Senior Consultant.

Building brands tops Barbara’s passions, with over 20 years of experience in Procter & Gamble, Chevron and Diageo. From the Philippines, she moved to Taiwan, Australia
 and India for P&G as Regional Marketing Director, then joined Chevron as Marketing GM for Asia Pacific and Category Director for Diageo Asia Pacific. Her marketing model for Baileys Shenzen was considered global best-in-class and was expanded to more cities in China.

After her extensive and expansive corporate life, Barbara is now a Senior Consultant at Acumen and a holistic life coach as CEO of Cohen’s Lifestyle Centre Phils.

Gold is the Founder of IdeaM, a consultancy focused on building brands through integrated brand experience design. Armed with a diverse brand, marketing and general management background from Pfizer, Bayer/SCJ, Pepsico, P&G, Jollibee and Century Pacific, Gold has managed over 40 brands in 14 categories. Throughout her marketing career, she reaped industry and organizational recognition, including Pfizer Global Innovation, Araw, Araw Values, Anvil, Tambuli and Advertiser of the Year awards.

As Reckitt Benckiser’s Global Brand Marketing Manager for Innovations in London, Cherry successfully led cross-functional and international project teams in creating new product concepts and formulation. She pioneered expert panels, consumer weekends and even in-home consumer cameras as a way to better understand consumers. In her early years as a brand manager, she worked at Procter & Gamble Phils., Kraft General Foods and later on at Reckitt Benckiser in the USA, Malaysia and Singapore.

She had also earned a Master’s degree from J.K. Kellogg Graduate School of Management in Illinois. She is also an Adjunct professor at the Asian Institute of Management (AIM) for Marketing.

Nadine has over 20 years experience in Brand & Advertising management of FMCG brands. A maven in building brand equity, she has helped bring global brands to the top with Mead Johnson Nutritionals, Unilever, Coca-Cola, Avon Products and Ace Saatchi & Saatchi, propelling her team to meet and exceed business objectives.

As Senior Brand Consultant of Acumen, she has led projects for Globe, Puregold, Green Cross, James Hardie and Unilab Myanmar among others. She also has executive education diplomas from the University of Michigan and Australian Graduate School of Management.

Glenn brings a wealth of experience coming from a 20+ year career building businesses of global and local brands here in the Philippines and across the region.

He started his career in Procter and Gamble where he had the opportunity to manage brands in the laundry, beauty care, health and food categories, both locally and regionally.

Moving to San Miguel Corporation as VP for Marketing of the Beer Division, he led the overall strategy development and management of the company’s portfolio of brands in the Philippines and all its international markets.

He later joined the regional team of Kimberly Clark as Marketing Director for its Feminine Care business.

Glenn brought with him the brand management discipline to the very dynamic consumer electronics industry when he joined Samsung Electronics Philippines as its Marketing Director. He eventually assumed the role of Business Unit Director for Mobile Phones.

Glenn is currently a marketing and business development consultant. He also has a consumer engagement agency and is involved in the family insurance and property development businesses.

Chelet has 15 years Marketing Experience in different Industries such as Beverage, Dairy, Food and Confectionary.

She started her Marketing Career in San Miguel Beer where she handled both economy and premium beer brands.

She spent 8 years at Fonterra Brands, and led the growth of different Dairy Categories such as Prenatal, Family Milk, and Dairy Foods with her expertise in Brand Positioning, Innovation and Concept Development. She was part of Fonterra Regional Team (Asia Middle East) Think Tank for Innovation and Brand Architecture for the Anmum and Anchor brands.

Chelet’s passion for understanding the business and the consumer continues to drive her in leading various projects for Acumen such as Tanduay, Conti’s, Century Pacific, Western Union, Sky Cable and Hershey’s. She is also a professor at the UA&P, teaching Brand Management to IMC students.

From food to hair to personal care, Eileen’s extensive portfolio of 20 brands spans 18 years at Unilever Philippines and Asia. Having managed Knorr, Lady's Choice, Lipton, Sunsilk, Creamsilk, Dove, Pond's, Vaseline, Close Up, Rexona, among others, she brings a wealth of brand-building wisdom in all the consulting and training projects.

After leading the development of Unilever’s top food brand (Knorr) in Southeast Asia, Eileen is now
 a Senior Consultant at Acumen. She also takes time for her other endeavors with Alliance for the Family Foundation and a weekly show called LIFE on Global News Network.

Pauline’s brand expertise is culled from 24 years of brand management, research, marketing strategy development and corporate strategic planning.

She started her career as a brand manager handling Tide, Camay and Ivory for Procter and Gamble in 1988. She moved on to The Coca Cola Company Philippines Division as Marketing Strategy Manager and Strategic Planning Director. When Coca-Cola and Nestle formed a Joint Venture on teas and coffees, she moved to Bangkok, Thailand to join the Beverage Partners Worldwide Asia team as the Business Development Director managing Korea, Philippines and Indonesia while overseeing Strategic Planning for the entire Asia region. She came back to the Philippines in 2007 and joined Acumen. As Managing Director
 of Acumen, she has led projects for Del Monte, BDO, Globe, URC, Hershey’s and Mead Johnson among others. She attended Harvard’s Competition and Strategy Executive Program, and is currently a professor at UA&P IMC Masteral Studies.

Learn the secret science
behind word-of-mouth.
Catch keynote speaker, Johan Berger - Wharton professor
and award-winning author of the book ‘Contagious: Why
Things Catch On’, live on October 22.
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Brand Boot Camp™ is a 2-day intensive, world-class learning experience on how to build strong brands. It provides marketing practitioners a highly engaging environment that enables in-depth thinking and practical learning on the fundamentals of brand building.

OCTOBER 22-23, 2015
SMX Convention Center Aura
SINGLE-TRACK BREAKOUT SESSIONS FOCUSED ON A TARGET MARKET AND INDUSTRY
Participants will attend the session focused on the consumer segment and industry (packaged goods or services) of their choice.
Date: Day 2 | October 23, 2015
Time: 8:00AM - 5:00PM
LEARN MORE
PRESENTATION OF RESEARCH-BASED CONSUMER PORTRAIT AND BRAND LOVE STORIES
Gain a deeper understanding of your consumer as Acumen gives you exclusive access to fresh and first-hand ethnography research on 4 Consumer Groups.
Date: Day 1 | October 22, 2015
Time: 1:00PM - 5:00PM
LEARN MORE
KEYNOTE PLENARY PRESENTATION BY JONAH BERGER
Learn the secret science behind word-of-mouth and effective marketing through contagious content.
Date: Day 1 | October 22, 2015
Time: 8:00AM - 12NN
LEARN MORE
What’s new this 2015?
The camp promises a leveled-up experience this year. While staying true to its practical and
in-depth approach, it has a revitalized and integrated curriculum.
KEYNOTE PRESENTATION BY JONAH BERGER
PRESENTATION OF REASEARCH-BASED CONSUMER PORTRAIT AND BRAND LOVE STORIES
SINGLE-TRACK BREAKOUT SESSIONS FOCUSED ON A TARGET MARKET AND INDUSTRY
Benjie Jimenez
Senior Consultant, Acumen
• Marketing Director & Business Unit Head, Samsung Philippines
• VP-Marketing, Wyeth Philippines
• SVP-Marketing, SM Supermall
Barbara Young
Senior Consultant, Acumen
• Regional Marketing Director, P&G (Taiwan, India, Australia)
• Marketing GM, Chevron Asia Pacific
• Category Director, Diageo Asia Pacific
Gold Tantoco
Founder & Principal Consultant, IdeaM
• General Manager, Pfizer
• VP/General Manager, Century Pacific Group
• VP-SBU Marketing, Jollibee Foods Corp
Cherry Tantoco-Daniels
Senior Consultant, Acumen
• Marketing Director for Malaysia and Singapore, Reckitt Benckiser
• Global Brand Marketing Manager, Reckitt Benckiser London
• Senior Brand Manager, Reckitt Benckiser USA
Nadine Cariño
Senior Consultant, Acumen
• Senior Vice-President / Chief Marketing Officer, Security Bank
• Marketing Director (Indonesia) – Mead Johnsons Nutritionals; Category Marketing Manager MJN Phils.
• Marketing Manager, Unilever Philippines
Glenn Glinoga
Senior Consultant, Acumen
• Business Director, Samsung Electronics
• Marketing Director, Samsung Electronics
• Marketing Director, Kimberly-Clark
Chelet Tanjuatco
Senior Consultant, Acumen
• Regional New Product Development Consultant, Fonterra Brands, Inc.,
• Marketing Manager, Anchor Milk & Dairy Foods, Anmum Maternal Milk
• Assistant Brand Manager, San Miguel Beer Division
Elleen Araneta
Senior Consultant, Acumen
• Vice President, Brand Development, Unilever Global
• Managing Director, Best Foods
• Marketing Director, Unilever Personal Care
Pauline Fermin
Managing Director, Acumen
• Director for Strategic Planning, BPW Asia (Bangkok) & Coca-Cola Philippines
• Business Development Director, BPW Asia (Bangkok)
• Marketing Strategy Manager, Coca-Cola Philippines
Gain practical insight and work with some of the greatest minds in brand building.
The workshops will be run and facilitated by Acumen’s deep bench of seasoned marketing
professionals,
with experience from local and international brands.

What’s new this 2015?

The camp promises a leveled-up experience this year. While staying true to its practical and in-depth approach, it has a revitalized and integrated curriculum.
KEYNOTE PLENARY PRESENTATION BY JONAH BERGER
Learn the secret science behind word-of-mouth and effective marketing through contagious content.
Date: Day 1 | October 22, 2015
Time: 8:00AM - 12NN
LEARN MORE
PRESENTATION OF RESEARCH-BASED CONSUMER PORTRAIT AND BRAND LOVE STORIES
Gain a deeper understanding of your consumer as Acumen gives you exclusive access to fresh and first-hand ethnography research on 4 Consumer Groups.
Date: Day 1 | October 22, 2015
Time: 1:00PM - 5:00PM
LEARN MORE
SINGLE-TRACK BREAKOUT SESSIONS FOCUSED ON A TARGET MARKET AND INDUSTRY
Participants will attend the session focused on the consumer segment and industry (packaged goods or services) of their choice.
Date: Day 2 | October 23, 2015
Time: 8:00AM - 5:00PM
LEARN MORE

Gain practical insight and work with some of the greatest minds in brand building.

The workshops will be run and facilitated by Acumen’s deep bench of seasoned marketing professionals, with experience from local and international brands.
Pauline Fermin
Managing Director, Acumen
• Director for Strategic Planning, BPW Asia (Bangkok) & Coca-Cola Philippines
• Business Development Director, BPW Asia (Bangkok)
• Marketing Strategy Manager, Coca-Cola Philippines
Elleen Araneta
Senior Consultant, Acumen
• Vice President, Brand Development, Unilever Global
• Managing Director, Best Foods
• Marketing Director, Unilever Personal Care
Chelet Tanjuatco
Senior Consultant, Acumen
• Regional New Product Development Consultant, Fonterra Brands, Inc.,
• Marketing Manager, Anchor Milk & Dairy Foods, Anmum Maternal Milk
• Assistant Brand Manager, San Miguel Beer Division
Glenn Glinoga
Senior Consultant, Acumen
• Business Director, Samsung Electronics
• Marketing Director, Samsung Electronics
• Marketing Director, Kimberly-Clark
Nadine Cariño
Senior Consultant, Acumen
• Senior Vice-President / Chief Marketing Officer, Security Bank
• Marketing Director (Indonesia) – Mead Johnsons Nutritionals; Category Marketing Manager MJN Phils.
• Marketing Manager, Unilever Philippines
Cherry Tantoco-Daniels
Senior Consultant, Acumen
• Marketing Director for Malaysia and Singapore, Reckitt Benckiser
• Global Brand Marketing Manager, Reckitt Benckiser London
• Senior Brand Manager, Reckitt Benckiser USA
Gold Tantoco
Founder & Principal Consultant, IdeaM
• General Manager, Pfizer
• VP/General Manager, Century Pacific Group
• VP-SBU Marketing, Jollibee Foods Corp
Barbara Young
Senior Consultant, Acumen
• Regional Marketing Director, P&G (Taiwan, India, Australia)
• Marketing GM, Chevron Asia Pacific
• Category Director, Diageo Asia Pacific
Benjie Jimenez
Senior Consultant, Acumen
• Marketing Director & Business Unit Head, Samsung Philippines
• VP-Marketing, Wyeth Philippines
• SVP-Marketing, SM Supermall
Who should participate?

Brand managers who want to continue honing their expertise.

Business owners and managers who wish to learn brand building.

New marketing team hires who want to dive into their brand building functions with a proper mindset.





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