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January 21, 2025

Bea Ballesca Martinez

Bea Ballesca-Martinez

Marketing Manager

Century Pacific Food, Inc.

 

A Journey of Purpose: New PANA Board Member Shares Insights and Aspirations

Being welcomed as a member of the PANA Board is more than just a professional milestone; it’s a personal affirmation of a marketer’s journey rooted in storytelling, responsibility, and leadership. For this new board member, the role is both an honor and a commitment to uphold and champion PANA’s vision for ethical and effective brand building.

“This position is a testament to my passion for creating stories that resonate deeply with Filipino consumers,” she shared. “It’s a responsibility I embrace, as it challenges me to lead by example in practicing responsible brand building within Century Pacific Food, Inc. and beyond.”

Collaboration, transparency, and sustainability are at the core of her mission on the board. From fostering transparency in advertising to supporting creative excellence, her approach highlights the power of shared purpose and innovation in driving industry standards forward.

The Secrets Behind Century Tuna’s Platinum Success

The Century Tuna Superbods #BestYouEver campaign is a standout example of integrated marketing excellence, earning three Platinum Awards and leaving a lasting impression on Filipino audiences. According to the campaign’s leader, its success was rooted in authenticity and a well-rounded approach.

“The campaign’s narrative celebrated health, fitness, and self-improvement—values that resonate deeply with our audience. We combined authentic storytelling, a strong social media presence, and collaborations with influencers who embodied the campaign’s message,” she explained.

Seamlessly bridging digital, traditional, and experiential platforms, the campaign showcased how authenticity and cultural alignment drive meaningful consumer connections. For this marketer, the campaign’s biggest lesson was clear: staying true to your brand’s purpose creates impact.

A Full-Circle Career Moment

The Superbods campaign was more than just a professional success; it was a deeply personal milestone. Describing it as a “full-circle moment”, she shared how the campaign fulfilled a dream that began early in her career.

“I’ve always wanted to work on campaigns that not only delivered business results but also inspired positive change. This campaign reminded me of marketing’s transformative power when driven by purpose and authenticity,” she said.

Finding Inspiration Beyond the Office

Beyond her thriving marketing career, this PANA Board member’s personal journey also took a transformative turn in 2024, the year she embraced fitness and health as a central focus. A newfound passion for cycling and running, sparked during the pandemic, has become a source of energy and creativity.

“Learning to ride a bike as an adult taught me it’s never too late to start something new. This perspective influences my work, reminding me to approach challenges with curiosity and determination,” she shared.

Shaping the Future of Marketing

As a forward-thinking marketer, she is keenly focused on the evolving role of digital and integrated marketing, particularly the rise of Artificial Intelligence (AI). While excited by AI’s potential to enhance consumer engagement, she is equally aware of the ethical challenges it poses.

“The future lies in using technology responsibly while telling stories that remain relevant and impactful. Purpose-driven marketing and sustainability will be key in shaping our industry’s strategies,” she affirmed.

Her commitment to navigating these trends responsibly and creatively ensures that she’ll be at the forefront of marketing’s exciting future in the Philippines. As she takes on this new chapter with PANA, her journey stands as a testament to the power of authenticity, passion, and purpose in shaping the industry for the better.

About PANA

PANA holds its annual elections every December to select its officers and board of directors, ensuring it remains at the forefront of the marketing and advertising industry. All official representatives of bona fide company members of PANA are eligible to run. With a steadfast commitment to responsible brand building and progressive learning, the organization has been a vital force for growth, anchored on responsive communication strategies. For over 65 years, PANA has remained a relevant and indispensable player in the ever-evolving industry.

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