How Filipino Marketers Help Shape a Nation, According to AGC PHC CEO Archie Carrasco
Carrasco challenges brand builders to go beyond traditional marketing and build campaigns with purpose.
Marketing involves creating an image or personality that people associate with your products—a means to elevate your brand and shape a distinct identity. When done right, it builds confidence, earns trust, and leads not only to sales but also loyalty. But what if marketing were used as more than a sales tool—what if it became a force to influence culture and the community?
“What story will your brand tell to move our nation forward? What legacy will you leave—not just in market share, but in the culture we build for generations to come?”
This was the challenge raised by AGC Power Holdings Corporation (AGCPHC) Chairman and CEO Archie Carrasco during The Business Manual’s BrandCon PH 2025, a conference that gathered over 400 brand builders, marketers, creatives and students at the Marquis Events Place in Bonifacio Global City, Taguig on September 19. With the theme “Building Brands That Move the Nation Forward,” the event allowed participants to explore strategies for building brands that not only drive growth but also shape society.
A Call to Action
Carrasco urged brands to use their unique position to go beyond traditional marketing and instead become “powerful storytellers, shapers of identity, and drivers of our economy.” He encouraged everyone to turn the theme into action, and use the profession to support nation building.
“It challenges each of us to build brands that do more than sell; brands that inspire, create jobs, celebrate Filipino creativity, and reflect the rich and evolving culture of our nation,” he explained.
He added that while Filipinos strive to scale globally, the greater challenge lies in doing so while carving out a strong and distinct identity as a people.
“From our thriving homegrown businesses to our trailblazing global ventures, we have shown that Filipino talent and creativity can compete—and win—on the world stage. Yet our greatest opportunity lies not just in scaling globally, but in shaping a distinct Filipino brand identity that resonates everywhere,” he emphasized.
Thought Leaders and Tomorrow’s Game Changers
The conference brought together some of the industry’s top minds to discuss how these, and more, can be achieved. A fireside chat, for instance, delved on “The Power of Insightful Storytelling” with Francis Flores, Global Managing Partner of PICKUP Coffee and the person responsible in making Jollibee and Greenwich household names. Joining him was Badong Abesamis, Founding Partner of the multi-awarded creative agency GIGIL.
The panel discussion “Local to Global: The Role of Culture in Global Marketing” featured Neil Trinidad, credited for the phenomenal success of GCash; Dennis Perez of Unilever, responsible for Filipinos’ connection and resonance with some of the world’s biggest brands; and Rachel Carrasco, Founder of Baken, who elevated a simple love for bacon into a global lifestyle statement.
The ‘Best Idea Wins’ Marketing Pitch Competition gave the youth an opportunity to share their innovative marketing concepts, showcasing the next generation of brand leaders.
The AGC Power Holdings Chairman and CEO led the panel of judges, which also included some of the industry’s most respected names: Merlee Jayme, Founder of JaymeHQ and Misfits Camp; Miko David, President of Consumer & Data Analytics Firm David & Golyat; Leah Ayeng, CEO of Prestige Quality Paper Products, and Unilever’s Denis Perez.
Purpose Over Profit
BrandCon PH 2025 served not only as a platform for new partnerships and ideas, but also an opportunity for practitioners to challenge themselves to build brands that go beyond profitability—brands that uplift Filipino identity and bring it to the global stage.
“Let it be a day when we challenge ourselves to create brands that not only thrive in business, but also uplift Filipino identity and shape our nation’s future,” Carrasco said.
BrandCon PH 2025 is presented by The Business Manual, in partnership with the Philippine Marketing Association and the Philippine Junior Marketing Association, with support from the Philippine Young Entrepreneur Association and Philippine Retail Association.
The Business Manual thanks its sponsors: Ploom, Nordic Spirit, Baken, and GCash; student partner organizations University of the Philippines AdCore, Far Eastern University Institute of Accounts, Business, and Finance Student Council, San Beda Junior Marketing Association, Adamson Junior Marketing Association, National University Junior Marketing Association, Far Eastern University Junior Marketing Association, Far Eastern University-Diliman Junior Marketing Association, and Ateneo Junior Marketing Association; media partners Edge TV Philippines, Village Pipol, and Red Cloud Interactive; beverage partner PICKUP Coffee, and hotel partner Hotel 101.
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