Boomerang into the Future – 2024 Boomerangs
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BOOMERANG INTO THE FUTURE

Now in its third year, Boomerang Into the Future (BitF) is where we, as marketers, innovators, and thought leaders, come together to redefine the future of digital marketing in the Philippines. In a world where technology, creativity, and purpose are colliding faster than ever, BitF 2025 dives deep into the trends that matter—gaming as a marketing powerhouse, AI-driven personalization, social commerce, and the rising demand for purpose-driven brands.

So how do we stay ahead? What strategies create real impact? In this series of videos and white paper, we break down the biggest insights and actionable takeaways to help brands push boundaries, embrace innovation, and turn creativity into business growth. Let’s shape the future together.

JOSEPH SALES
Chair, Boomerang Into the Future 2025

KIT RAMOS DISINI
Co-Chair, Boomerang Awards 2024

JACE SUSARA
Co-Chair, Boomerang Awards 2024

CREATIVITY

WATCH THE VIDEO

INNOVATION

WATCH THE VIDEO

IMPACT

WATCH THE VIDEO

THE FUTURE
OF CREATIVE
MARKETING

In today’s fast-changing digital world, creativity is more than just a competitive edge—it’s the driving force behind brand relevance and consumer connection. In this dynamic exchange of ideas, our industry leaders tackled the future of creative marketing, exploring the rise of gaming as a mainstream channel, the evolution of e-commerce into immersive experiences, and the power of purpose-driven storytelling in building lasting brand loyalty.

Watch the full panel discussion now and discover how creativity is shaping the future of marketing.

Bold, culturally-
rooted humor
tends to
perform
better and
feel more
authentic.

PEACH NATIVIDAD

BBDO
Chief Strategy Officer

Great storytelling
and cultural
insights
can make
e-commerce
impactful.

JONAH BROCKA

Black Pencil/Leo Burnett
Creative Director

We should explore
breaking e-commerce
with subcultures
and unexpected
experiences.

ADRIAN DE GUZMAN

MullenLowe TREYNA
Deputy Creative Director

Gamers can spot
when a brand is only
in it to make
a quick buck.

WACKY TORRES

Dentsu Creative Manila
Creative Director

Authenticity in purpose-
driven campaigns
comes from
commitment.

DANA DE LEON

Gigil
Creative Director

Humor works because
it’s relatable and
disarming.

LESLIE CUA

Gigil
Creative Director

We need to invest in
creative thinking
across all
business
functions.

HAZEL DELA CRUZ

Maya
Head of Consumer Marketing

 

 
MODERATOR
JC VALENZUELA

Propel Manila
CEO

peach jonah adrian wacky dana leslie hazel jc

KEY TAKEAWAYS

Partner with gaming influencers, develop gamer-focused products, and embed your brand authentically in gaming culture.

Use storytelling, interactive livestreams, and gamification to make e-commerce more engaging and immersive.

Align with social causes authentically, ensure long-term commitment, and involve communities in meaningful ways.

Leverage AI for data-driven personalization while keeping storytelling human and emotionally compelling.

Experiment with emerging platforms, push creative boundaries, and invest in bold marketing strategies.

1Tap into Gaming Audiences

Partner with gaming influencers, develop gamer-focused products, and embed your brand authentically in gaming culture.

2Revolutionize Social Commerce

Use storytelling, interactive livestreams, and gamification to make e-commerce more engaging and immersive.

3Commit to Purpose-Driven Marketing

Align with social causes authentically, ensure long-term commitment, and involve communities in meaningful ways.

4Use AI to Supercharge Creativity

Leverage AI for data-driven personalization while keeping storytelling human and emotionally compelling.

5Lead with Innovation & Risk-Taking

Experiment with emerging platforms, push creative boundaries, and invest in bold marketing strategies.

MARKETING
INNOVATION
IN ACTION

Marketing innovation isn’t just about the latest tech—it’s about seamlessly blending creativity, technology, and purpose to forge deeper consumer connections. In this panel, industry experts explore AI-driven content, purpose-led campaigns, and immersive experiences while tackling the challenges of fostering innovation, leveraging data responsibly, and aligning marketing with real impact.

Watch the full discussion now and discover how to stay ahead in an evolving digital world.

We need the creative industry
to collaborate with the government
to improve public service.

JANETE OVIEDO
Quezon City Gender and Development Council
Head

JANETE OVIEDO

Technology should be accessible
and solve real problems.

LEXIE DY
Dentsu Creative Philippines
Creative Director

LEXIE DY

Innovation should feel natural
and not forced.

CAYLENE PARAS
Ace Saatchi & Saatchi
Creative Director

CAYLENE PARAS

There should be room for
experimentation when
embracing new tech.

EARL GUICO
Elesi Studios
President & Managing Partner

EARL GUICO

We innovate not just for the
sake of technology, but to
address real customer needs.

SONIA PASCUAL
FWD Life Insurance
Head of Communications & Senior Director,
Product Marketing

SONIA PASCUAL

MODERATOR
LIAM CAPATI
Publicis Media
Chief Media Officer

LIAM CAPATI
janet lexie caylene earl sonia liam

KEY TAKEAWAYS

Integrate AI, automation, and immersive experiences with authenticity and social impact.

Secure leadership buy-in, foster collaboration, and adopt a customer-first approach.

Personalize experiences with analytics, adopt simple yet effective tech, and ensure ethical AI usage.

Create emotionally engaging content, optimize for social platforms, and streamline production workflows.

Secure stakeholder buy-in, prove long-term value, and take calculated risks for sustainable growth.

1Fuse Creativity, Tech & Purpose

Integrate AI, automation, and immersive experiences with authenticity and social impact.

2Champion a Culture of Experimentation

Secure leadership buy-in, foster collaboration, and adopt a customer-first approach.

3Use Data & Tech Intelligently

Personalize experiences with analytics, adopt simple yet effective tech, and ensure ethical AI usage.

4Master Creativity & Storytelling

Create emotionally engaging content, optimize for social platforms, and streamline production workflows.

5Break Through Innovation Barriers

Secure stakeholder buy-in, prove long-term value, and take calculated risks for sustainable growth.

UNLOCKING
MARKETING
IMPACT

Marketers today must balance creativity with measurable impact while keeping pace with evolving consumer expectations. In this panel, industry leaders tackled key challenges—from securing investment and blending brand-building with tactical execution to leveraging creativity and data for innovation.

Watch the full discussion now for expert insights and real-world strategies to stay ahead.

manny meryl michelle roche nonie pepe

KEY TAKEAWAYS

Link campaigns to business goals, speak in ROI-driven terms, and use pilot programs to justify investments.

Combine long-term brand-building with tactical campaigns, leverage storytelling, and optimize with data.

Differentiate through emotional storytelling, unique brand positioning, and measurable creative impact.

Use analytics to refine campaigns, personalize interactions, and anticipate evolving consumer behaviors.

Integrate creativity, technology, and data to drive both immediate impact and long-term success.

1Win C-Suite Support for Marketing

Link campaigns to business goals, speak in ROI-driven terms, and use pilot programs to justify investments.

2Balance Brand Equity & Sales Activation

Combine long-term brand-building with tactical campaigns, leverage storytelling, and optimize with data.

3Make Creativity a Business Driver

Differentiate through emotional storytelling, unique brand positioning, and measurable creative impact.

4Harness Data for Smarter Innovation

Use analytics to refine campaigns, personalize interactions, and anticipate evolving consumer behaviors.

5Align Marketing with Business Growth

Integrate creativity, technology, and data to drive both immediate impact and long-term success.

Download the
Boomerang
into the
future report.