MMA APAC

MMA APAC The Marketing+Media Alliance unites CMOs & Tech/Media in APAC & globally advancing marketing’s impact For CMOs and by CMOs. in 2022.

MMA Global is the Marketing + Media Alliance — the global industry body for Chief Marketing Officers and their teams, dedicated to advancing marketers’ ability to create value. We unite the world’s leading CMOs to tackle the most significant challenges and opportunities shaping the future of marketing, brands, and business. With 800+ corporate members representing hundreds of thousands of marketers, MMA drives collaboration across marketing’s whole ecosystem — brands, media companies, platforms, MarTech, AdTech, consultancies, and agencies — to make marketing more impactful, accountable, and predictive. MMA is an alliance that turns research & science into results. Through our proprietary Think Tanks and Labs, we create groundbreaking, evidence-based models that transform how marketing drives growth and enterprise value. Our four global Think Tanks include:
MATT: Measurement & Attribution
MOSTT: Marketing Organization Strategy
ALC: AI Leadership Coalition
DATT: Data & Customer Experience

MMA’s multi-year, multi-million-dollar research labs have redefined marketing science — from quantifying long-term brand contribution to creating the world’s first financial model linking marketing investment directly to company valuation. Marketers applying MMA frameworks have seen enterprise value gains of more than +10%. Our membership includes leading brands such as Unilever, P&G, Grab, McDonalds , Coca Coala, Google, TikTok, Facebook, Diageo, Mondelez, Heineken, Pepsi, Perfetti, Affle , Emtek Group Indonesia, GoTo Gojek Tokopedia, Mayora, Godrej, Reliance and others. We share, discuss, and scale what works through world-class experiences — including POSSIBLE in Miami, the CMO & CEO Summit (NPS of 86%), and 60+ events globally. MMA has operations in 16 countries in APAC, Europe, MEA, LATAM, and North America. Founded in 2003 as the Mobile Marketing Association, MMA expanded its mission in 2018 and legally became MMA Global, Inc. Join the Alliance: mmaglobal.com

07/09/2026

𝗧𝗛𝗘 𝗡𝗘𝗪 𝗔𝗧𝗧𝗘𝗡𝗧𝗜𝗢𝗡 𝗘𝗖𝗢𝗡𝗢𝗠𝗬: 𝗪𝗛𝗘𝗥𝗘 𝗠𝗘𝗗𝗜𝗔, 𝗖𝗥𝗘𝗔𝗧𝗢𝗥𝗦 & 𝗖𝗢𝗠𝗠𝗘𝗥𝗖𝗘 𝗖𝗢𝗡𝗩𝗘𝗥𝗚𝗘

Consumer attention stopped belonging to traditional media a while ago.

It now moves through creators, platforms, communities, and commerce ecosystems all at once, and it decides how people discover, trust, and buy long before a brand gets a say.

Kay Veloso, Chief Digital and Marketing Officer at L'Oréal Philippines, unpacks how this new attention economy is redefining influence, and what it takes to balance culture, creativity, and measurable business impact inside it.

Reserve your seat at MMA IMPACT Philippines 2026: https://mmaglobal.com/event/mma-impact-philippines-2026

📅 Time: October 6, 2026

📍 Venue: Shangri-La BGC, Manila

Rohit Dadwal | Ammita Mistry | My NGUYEN | MMA APAC

Meet our SMARTIES™ Philippines 2026 Jury Chairs and Grand Jury.This year's submissions will be evaluated by senior marke...
03/09/2026

Meet our SMARTIES™ Philippines 2026 Jury Chairs and Grand Jury.

This year's submissions will be evaluated by senior marketing leaders who have built some of the Philippines' most recognized brands and delivered real business results across every major category.

Jury Chairs
Kinshuk Kunwar, President and General Manager, Mead Johnson Nutrition Philippines
Katrina "Kate" Yu, Chief Marketing Officer, Jollibee Group Philippines

Grand Jury
Aditya A Ahuja, Cluster General Manager, Foods Philippines and Malaysia, PepsiCo, Inc.
bea atienza, Marketing Director, IBE, Colgate-Palmolive Philippines
Carlos Miguel Corrales, Assistant Vice President and Marketing Director, Dairy, Century Pacific Food, Inc..
Paul Debaprateem, Managing Director, Sodexo Philippines
Kit Ramos Disini, AVP, Business Development, Direct Accounts Head, Madtech, GCash
Jam Muñasque Henares, Brand and Revenue Director, Belo Medical Group, Inc.
Agnes Hernia, Media and Promotions Head, Rebisco Global Food Ventures
Candice Iyog, Chief Marketing and Customer Experience Officer, Cebu Pacific Air
Janelle Jacinto, Head of Brand and Communications, Home Credit Philippines
Bernice Ilacad - Jalgalado, Vice President for Marketing, CDO Foodsphere, Inc.
Ada Almendras-Lazaro, Chief Marketing Officer, McDonald's Philippines (Golden Arches Development Corporation)
Emm Ordinanza, Vice President and Head of Integrated Media, Nestlé Philippines
Gen D., Integrated Marketing Communications Head, Monde Nissin Corporation
Mon Samarista Department Head/VP Marketing Communications, Smart Communications, Inc.
Wendy Talan, Head of Digital and Private Sales, Diageo Philippines
Roche Vandenberghe, FICD, Chief Marketing Officer, Globe
Kay Veloso, Chief Digital and Marketing Officer, L'Oréal Philippines
Wence Wenceslao, CPM, Senior Global Digital Lead, Beauty and Wellbeing, Unilever

These are the names behind the standard. Their verdict defines what marketing excellence looks like in the Philippines this year.

👉 https://mmaglobal.com/smarties/awards/programs/philippines/jury

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61% of consumers say retail media influences their final purchase decision.Most brands are still measuring it like a ban...
02/09/2026

61% of consumers say retail media influences their final purchase decision.

Most brands are still measuring it like a banner ad: clicks, impressions, cost per view.

None of those tell you whether the ad changed what someone decided to buy. The consumer has already moved from browsing to deciding inside the commerce ecosystem. The measurement framework has not caught up.

That is where budget gets wasted not in the spend, but in the inability to prove what the spend actually did.

👉 mmaglobal.com/apac/join-our-global-programs?utm_source=linkedin&utm_medium=post&utm_campaign=apac

Follow MMA APAC to advance marketers' ability to create value.

Rohit Dadwal | Jessica Tam Phan | Moneka Khurana | Shanti Tolani | My NGUYEN | Ankita Gupta | MMA India | MMA Indonesia | MMA Philippines | MMA Vietnam

Most retail media reports answer the wrong question.They tell you the campaign performed. They do not tell you whether t...
01/09/2026

Most retail media reports answer the wrong question.

They tell you the campaign performed. They do not tell you whether those sales would have happened without the ad.

71% of advertisers now rank incrementality as their number one retail media KPI. The industry knows this is the right question. Most teams in APAC do not yet have the framework to answer it.

Arvind R.P. - currently CEO, Lenexis Foodworks - speaking in his capacity as Chief Business Officer, McDonald's India at the time of recording - tackled this directly on Episode 3 of the MMA RMNIL Podcast Series. One of the most practical conversations on what it actually takes to prove retail media's real business impact.

Incrementality testing is not complicated in principle. It requires discipline in ex*****on and a measurement system built for it from the start.

Without it, you are optimizing toward correlation and calling it performance.

🎧 Listen to Episode 3: https://www.youtube.com/watch?v=YCeL_Hs91aM

👉 mmaglobal.com/apac/join-our-global-programs?utm_source=linkedin&utm_medium=post&utm_campaign=apac

Follow MMA APAC to advance marketers' ability to create value.

Rohit Dadwal | Jessica Tam Phan | Moneka Khurana | Shanti Tolani | My NGUYEN | Ankita Gupta | MMA India | MMA Indonesia | MMA Philippines | MMA Vietnam

31/08/2026

61% of consumers say retail media influences their final purchase decision.

Most brands are only activating it at the bottom of the funnel.

Which funnel stage does your team primarily use retail media for?
Bottom funnel only
Mid and bottom funnel
Full funnel equally
Other.

👇 Vote to tell us what is holding you back from using the full funnel!

Follow MMA APAC to advance marketers' ability to create value.

We are delighted to announce that Shaifali G. Nathan, Managing Director of Ads Marketing and Insights at Google Asia Pac...
28/08/2026

We are delighted to announce that Shaifali G. Nathan, Managing Director of Ads Marketing and Insights at Google Asia Pacific, has joined the Marketing + Media Alliance Asia Pacific (MMA APAC) Board of Directors.

Shaifali leads marketing for Google's advertising business across APAC while heading the Consumer and Market Insights function that guides strategy across all Google Marketing including Consumer Apps. With over 25 years of experience across financial services and technology, she brings a rare combination of commercial depth, AI-powered marketing expertise, and consumer insight to the board.
What makes her perspective particularly valuable to MMA APAC right now is exactly that dual lens; understanding both how brands should market and what consumers actually want. That intersection is where the most important marketing decisions in APAC are being made.

Beyond her professional role, Shaifali actively mentors women within Google and has served as a key leader in Google's Women@ committee. Leadership that invests in the next generation strengthens the whole industry.

Please join us in welcoming Shaifali to the alliance.

Follow MMA APAC to advance marketers' ability to create value.

27/08/2026

Adoption. Integration. Capability. Operationalisation. Four ideas that together tell a much bigger story about where AI marketing is heading.

The State of AI in Marketing 2026 by MMA x Decision Lab captures a market moving forward, but not evenly. As AI adoption becomes more widespread, the differences increasingly lie in how organisations integrate AI, build capability, and turn it into part of how marketing operates.

We’ve brought together 04 of the report’s big ideas worth another look. But consider them a snapshot, not the whole story.

Because the more interesting question isn’t whether marketers are using AI. It’s what separates organisations moving ahead from everyone else.

📕 Missed the report? Explore the findings behind the headlines in The State of AI in Marketing 2026: https://mmaglobal.com/documents/state-ai-marketing-sea-report-2026?utm_source=linkedin&utm_medium=post&utm_campaign=soai2026

9 in 10 retail solutions will incorporate AI by 2026.Most retail media strategies were not built with that in mind.The b...
26/08/2026

9 in 10 retail solutions will incorporate AI by 2026.

Most retail media strategies were not built with that in mind.

The brief your team writes on Monday may already be optimized by Wednesday without anyone touching it. Real-time shopping behaviors, purchase histories, intent signals — all feeding systems that move faster than any manual media plan.

The benchmarks most teams are still optimizing against do not reflect how the inventory actually works anymore.

👉 mmaglobal.com/apac/join-our-global-programs?utm_source=linkedin&utm_medium=post&utm_campaign=apac
Follow MMA APAC to advance marketers' ability to create value.

25/08/2026

9 out of 10 Indians have some kind of oral health issue. Less than half of them even realize it.

Colgate-Palmolive India's answer wasn't a new ad campaign, it was a QR code on the toothpaste pack that opens a free, AI-powered dental scan on WhatsApp: three selfies, a few questions, a personalized risk score in seconds, backed by a large network of partner dentists for real follow-up checkups.

In just its first few months, "Oral Health Movement" reached the large majority of India's pin codes and drove a wave of scans that's still growing. The campaign went on to win SMARTIES Asia Pacific 2025 Best in Show.

On this episode of SMARTIES Studio, Gunjit Jain (EVP Marketing, Colgate-Palmolive India) and Shekhar Banerjee (President, Client Solutions South Asia, WPP Media India) explain why they call it a movement, not a campaign.

Watch the full episode: https://youtu.be/U6OR37fgDK0?si=XxVr9UmZplSS2vv6

The retail media inventory your team buys today is not the same product it was two years ago.AI is now analyzing real-ti...
25/08/2026

The retail media inventory your team buys today is not the same product it was two years ago.

AI is now analyzing real-time shopping behaviors, purchase histories, and intent signals to serve personalized ads inside commerce environments faster than any media plan can keep up with. The brief your team writes on Monday may already be optimized by Wednesday without anyone touching it.

9 in 10 retail solutions will incorporate AI by 2026. Most retail media strategies were not built with that in mind.

The brands getting ahead are not waiting to see how AI changes retail media. They are building strategy around how it already has.

MMA's Retail Media Network Ideas Lab (RMNIL) is tracking this shift across APAC.

👉 mmaglobal.com/apac/join-our-global-programs?utm_source=linkedin&utm_medium=post&utm_campaign=apac

Follow MMA APAC to advance marketers' ability to create value.

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