DigiCon 2026 Draws Over 2,000 Industry Leaders on its First Day, Puts Collaboration at The Heart of Digital Transformation

POSTED BY: Lionell Go Macahilig
2026-10-17 10:43:26 PHT

Over 2,000 leaders and professionals from marketing, business, technology, and media gathered at the Manila Marriott Hotel for the opening of DigiCon 2026, spotlighting the growing importance of cross-industry collaboration in driving the Philippines' digital future.

Organized by the Digital Marketing Association of the Philippines (DMAP), this year's convention carries the theme “Interoperability: Welcome to the Age of Collaboration,” challenging businesses to break down silos, connect capabilities, and harness human creativity alongside emerging technologies.

Opening the conference, DigiCon 2026 Co-Chairs Shayne Madamba and Raymund Sison joined DMAP President Miko David in underscoring the need for greater collaboration across industries.

“Interoperability. It sounds like a technology term. But actually, it’s one of the most natural things in the world. In fact, you've experienced interoperability since day 1, the day you were born,” said Sison. “Think about the human body—the greatest masterpiece ever created—is one entire system connecting to all of its parts every day. That's an interoperable system.”

“In fact, here’s a quick trivia: the earliest forms of large-scale digital interoperability weren’t built for business or entertainment—they were forged by the military and early researchers to ensure that critical data wouldn't get trapped in a single silo during a crisis. It’s about survival,” added Madamba.

“To build a resilient digital economy, we must move beyond individual capabilities and focus on collective integration,” said David. “DigiCon 2026 serves as the launchpad for a more interconnected, collaborative, and future-ready digital landscape.”

Collaboration takes center stage

Headlining the opening-day plenary was Dr. Christian Busch, renowned author of Connect the Dots and university professor, who explored how leaders can cultivate serendipity in the age of collaboration. He emphasized that driving meaningful innovation requires questioning assumptions to notice the unexpected, connecting ideas across boundaries, and building organizational environments where unexpected ideas are legitimised and acted upon.

Other plenary speakers offered perspectives on the evolving digital landscape, including Congressman Javi Benitez on opportunities in the Philippine creative industries; DoubleVerify's Tinee Cruz on media quality in the age of AI; Viber's Cristina Constandache on AI-powered business communications; The Trade Desk's Sonal Patel on connected commerce; and Huawei's Daniel Ouyang on interoperability. Roki Ferrer also presented a showcase for Certified Digital Marketer.

Adding a lighter perspective to industry conversations, The Kool Pals joined The Marketing Divas—Unilever's Dennis Perez and McDonald's Margot Torres—and Dogshow Divas podcasters Macoy Dubs and Baus Rufo for a session blending marketing insights and humor. RJ Ledesma hosted the plenary.

Exploring AI, creativity, and connected business

Beyond the plenary, delegates participated in three specialized tracks exploring how collaboration is reshaping technology, creativity, and business.

The Innovation Track, led by Gino Nacianceno, examined human-machine collaboration, responsible AI adoption, and the changing relationship between technology and the workforce. Speakers included TrueLogic's Itamar Gero, Hit Productions' Vic Icasas, QR Tiger's Benjamin Claeys, Globe Business' Evita Tualla, and Summit Media's Howard Go. Bernz Soriano also presented a Rappler showcase.

Panel discussions tackled responsible AI culture and the technology's implications for recruitment, featuring industry experts from DITO CME Holdings, Gorriceta Africa Cauton & Saavedra, ScamWatch Pilipinas, Rappler Inc., Qubel Group, Share Treats Innovation Corp., The Rizal Academy for Innovation and Leadership, and Michael Page.

Meanwhile, the Integrated Track, led by DigiCon Co-Chair Shayne Madamba, explored how creativity, technology, and diverse perspectives can work together to deliver business impact.

Highlights included IMPACT BBDO's Ali Rez on resistance as a driver of culture, EON President and COO Malyn Molina's launch of the Philippine Trust Study, and a fireside chat between FEATR's Erwan Heussaff and Republiq Group's Bryan Yap on building culturally relevant businesses.

The track also featured a debate between the UP and Ateneo Debate Societies on AI's potential to surpass human creativity, alongside discussions on inclusive marketing and human-AI collaboration. Speakers included Investing in Women's Kim Patria, ALAB Manila's Bia Fernandez, Passionade Creative's Julia Dela Rosa, Wellness Whispers' Dani Barretto-Panlilio, Fortify Digital's Ibarra Villaseran, UP Diliman's Philip Zuniga, Learning Experience Design Philippines' Mark Meily, and Hakuhodo International Philippines' Gemma Alcantara.

Rounding out the opening-day sessions, the Interactive Track, led by Pat Del Castillo, focused on practical approaches to digital transformation. LOKAL's Ramon King III discussed navigating AI-driven search, while AnyMind Philippines' Andre Agawin shared strategies for building interoperable digital marketing engines. The track continues on the convention's second day.

Across the sessions, a common message emerged: the future of digital transformation depends not only on adopting new technologies, but also on connecting people, ideas, and capabilities to create greater business and societal impact.

DigiCon 2026 is supported by Platinum Sponsor: Rakuten Viber; Gold Sponsors: Anker, DoubleVerify, Petal Ads by Huawei, Unilever Philippines; Silver Sponsors: Acer Philippines, AdSpark, Google, McDonald's, Love Ko 'To, The Trade Desk; and Bronze Sponsors: Bidroid, Brave Connective, Fenyx, Globe Business, Investing in Women, an initiative of the Australian Government, Hakuhodo International Philippines, Nielsen, Global Premium Media Intelligence, Yazle. Exhibitors include. Arcade Factory, Astoria Hotels & Resorts, Gigil Metama, LIKED, Teads, Randoomed, The Design Studio.

Event partners feature Amazing Pineapple Company, Arsysmedia and Futech Innovation,Certified Digital Marketer as Track Certification Partner, Cibo, Devant, Eastern Communications as Connectivity Partner, Charles & James and Fundador, EON The Trust Agency, Future Proof PH, Hit Productions, IdeasXMachina Hakuhodo, Kerplunk, KFC Philippines, Lennon Group, Lokal as Track Workshop Partner AI, L'Oreal Philippines, Manila Marriott Hotel and Newport World Resorts, Newport World Resorts and Holiday Inn Express Manila, OSH! Oh So Healthy, Pasta Groove, Philippine Airlines, Plan B as Multimedia Partner, QR TIGER, SPARK IT, Wipro - Splash Corporation, ONE Asia Creative Awards, The KoolPals from The Pod Network Entertainment, Book of Bad Ideas and The Red Door Podcast from The Pod Network Entertainment, Tony&, JACK 'n JILL, Mang Juan, Lush, Maxx, Dynamite, Chippy, and Vito Selma.

The event is also supported by Platinum Media Partners: Philippine Daily Inquirer, Inquirer.net, Inquirer Plus, MBC Media Group; Gold Media Partners: AGC Power Holdings Corporation, One News, CoinGeek, GMA New Media Inc., Outcomm, and Summit Media; Silver Media Sponsors: Adobo Magazine, BusinessWorld, Philippine Star, Rappler, The New Channel, The Pod Network, and TV5; and Bronze Media Partners: Newswatch and WhenInManila.

DigiCon 2026 continues on October 16, bringing together industry leaders and practitioners for further discussions on the future of collaboration, creativity, and digital innovation.