Talk Crypto to Me: Joint Industry Event Tackle Marketing in the Face of Web3
Words by: Aye Ubaldo
A joint industry general membership meeting delving into When Web3 Meets Customer Experience was held at the Enderun Tent at McKinley Hill Taguig 29 June 2023. The event featured the collective of Blockchain Council of the Philippines, Creator and Influencer Council of the Philippines, Internet & Mobile Marketing Association of the Philippines (IMMAP), MSAP: Media Specialists Association of the Philippines, Philippine Association of National Advertisers, and Philippine Marketing Association.
JammxN highlighted a panel discussion with representatives strategically picked from the associations namely Paul Soliman, Founder of BCP; Jako De Leon, President of CICP; Mark Nuñez, Head of Partnerships of GCash; Allan Lina, Head of Digital Diversity & Investments of IPG Media Brands; Catherin Casas, Unionbank Head, Blockchain and API Business Group; and Germaine Reyes, CEO/President of Synergy Market Research and Strategic Consultancy.
Moderated by Donald Lim, Chief Innovation Officer of Udenna Corporate and DITO Telecommunity, talk points spanned answers to FAQs, skimming Web3, AI and Metaverse 101—all in the realm of marketing. And, what a realistic assessment of where the industry really is.
A co-Founder of BCP, CICP and IMMAP, and former President MSAP and PMA, Lim’s experience has his fingers in all the pies, so to speak. Urging the members of the associations attending the event ‘not to delay any longer getting into Web3,’ Lim was just as quick to claim, “None of us here are really Web3 already. But I always say, we can’t get to Web3 without Web1 and Web2. So, the time to start is now.”
A tell-tale indicator of the new landscape is the obvious young denomination of industry players. Youth led the discussion, dispensing the smarts and sharing expertise with those still about to venture into Web3.
BCP’s Soliman traced Blockchain’s recent history citing Starbuck as an early adaptor through its gift cards (leaving the audience thinking: I didn’t know that!). Soliman also made special mention of NFTs (that’s non-fungible tokens), and its genius use by digital agency Octopus and Whale and Likha on Save Our Sharks in partnership with BayaniChain. The award-winning campaign sold NFTs through 200 unique works of art representing endangered sharks and other sea creatures.
MSAP president and PHD Philippines Managing Director, Jam De Guzman said, “Although the full emergence of Web 3.0 is still TBD, marketers and advertisers best prepare for what could be the inevitable shift in how we all interact in the web. Marketers should start to understand technologies such as blockchain and how it could affect their respective industries, how to reach consumers within a highly data-private environment, and how to evolve their user experience in a metaverse reality.”
From Gladys Basinillo, CEO and Founder, Intersections Communications Inc., and former MSAP president, “Web 3.0 is here. Interesting panel discussion from the experts, this is a night of learning, fun, food and drinks, and networking. It’s nice to see familiar faces. Our team had a great time.” Intersections is a member of PANA, MSAP, IMMAP, and CICP.
This was a great step in ensuring that all sectors work together for the common vision of bringing a relevant and beneficial future to our consumers. The connected future is here, and we need to walk hand in hand to navigate the intricacies and expand its benefit for all.
Of the event, Apple Esplana-Manansala, VP of Puzzlebox Inc. and President of The New Channel, shared, “I am glad to have witnessed the very first joint GMM. As part of CICP, Jako did great representation not only of what we do but he focused on each one’s advocacy thru the content we are creating. It’s great to see friends from different organizations. I hope there will be more of this in the future.”
From Faith Abano, PMA president 2019 and General Manager of Celestial Media, “This was a great step in ensuring that all sectors work together for the common vision of bringing a relevant and beneficial future to our consumers. The connected future is here and we need to walk hand in hand to navigate the intricacies and expand its benefit for all.”
Additional key takeaways: From the audience of about 200 marketing professionals, only 20% admitted to having a crypto wallet.
All six panelists named Ethereum as their crypto of choice. Donald Lim was the sole flag-waving fan of Bitcoin.
Loud and clear at the event, veteran words of wisdom from the young advising the ‘mature noobs’, “Have the courage to just step in and do it. Make sure you’re armed with the right information.”
You may grab your photos below ⏬
Photos taken by: Mico Ong and Jaimar Fagela
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