Strategic Consumer and Media Incites, Inc. (SCMI) proudly took part in the Agora Masterclass 2026: Voices of One, held on July 29, 2026, at Hilton Manila, Newport World Resorts.
Organized by the Philippine Marketing Association (PMA), the Masterclass brought together industry leaders for insightful, research-driven conversations on three timely themes: growth in a careful consumer economy, the practical adoption of artificial intelligence, and the development of Filipino brands that can compete globally.
Earning a Place in the Consumer’s Basket
Representing SCMI as a case presenter was Mark Pascual, Research Director, who led the first session, “Growth in a More Careful Consumer Economy.”
Drawing from consumer and market insights, Mark explored how businesses can continue to grow as customers become more discerning, value-conscious, and deliberate with every purchase. Today’s consumers are not necessarily spending less—they are spending with greater purpose. They compare more, switch brands more readily, and expect companies to demonstrate their relevance and value at every opportunity.
In this environment, growth is no longer simply about selling more at any cost. It is about proving why a brand deserves to remain in the consumer’s basket.
The session emphasized that sustainable growth cannot rely on discounts alone. Brands must protect their margins, invest closer to the moment of purchase, innovate using their existing capabilities, and remain focused on the customers, channels, and activities that truly drive results.
In a careful economy, the brands that win are not always the cheapest. They are the ones that understand their customers better, deliver value consistently, and earn trust every day.
The discussion left participants with an important question: When every peso is considered more carefully, has the brand given consumers enough reason to choose it?
SCMI’s Leadership Behind the Masterclass
SCMI was also represented by Mary Ann Cortez, Co-Chair of the Agora Masterclass, whose leadership helped bring together marketers, researchers, and business leaders for meaningful industry conversations.
The event also featured Germaine Reyes of Synergy, who discussed the practical use of AI, and Jay Bautista of Fifty5blue, who shared insights on building Filipino brands for global markets.
SCMI congratulates the Philippine Marketing Association and the organizing team, led by Agora Director Kim Lim, Co-Chair Sy Bryan Lato, and PMA President Mitch Ballesteros, for delivering a meaningful and memorable Masterclass.
As the Agora Awards celebrates 45 years of marketing excellence, SCMI is honored to have contributed to this important exchange and remains committed to helping businesses make better decisions through deeper consumer, market, and media understanding.
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