AUTHENTICITY, collaboration, and growth took center stage as the Junior Bedan Marketing Association (JBMA) officially opened the academic year with its general assembly last Aug. 30 with the theme, “Branded: Wear it like you own it.”

Dr. Andres Ignacio C. San Mateo Jr., Dean of the School of Business, Accountancy, and Management (SBAM), delivered the opening remarks, stressing the importance of camaraderie and active participation in organizational activities. 

“Such a wonderful opportunity for us to be gathered as one marketista, to be able to enjoy each other's company, establish camaraderie among the marketing students, and be informed of what is in store for us for the coming year,” he said.

He puts forward the idea that being a Marketista “opens a lot of doors”, emphasizing the exposure brought about by the various upcoming events of the organization and noting that involvement in said events broadens students' horizons in the field. 

This was followed by the oath-taking of JBMA officers and associates, officiated by JBMA moderator, Prof. Ma. Luisa Dimaranan, which introduced the new slate of officers set to lead the organization and mark the start of their term for the school year.

Guest speaker Kevin Villanueva, Leads Accounts Manager of Eight Media Online Solutions, prefaced his talk by first asking the attendees about their plans after graduation, be it signing under an agency, becoming a freelancer, or sticking to one company. 

He explained that marketing, especially with an agency, is less about the internal company itself and more about the client. “Alam naman natin yung kasabihan na, 'the customer is always right,' pero I will let you know na hindi masyadong totoo ‘yon, hindi masyado.” claiming that while your client knows their business better than you, a marketer's expertise will help elevate how to address their problems.

He painted a picture of the day-to-day life of agency work, beyond the myriad books and modules of school, instead walking the attendees through the first onboarding call with a client up to the campaign launch, going into detail at each step. 

Villanueva emphasized the importance of asking the most uncomfortable questions, aligning your goals with the client’s, addressing their pain points, and aiming to achieve their goals. “As marketers, na-aanalyze natin yung gusto mangyari ni client and through our expertise, paano ba natin ‘to mare-resolve,” he added.

He gave examples of notable individuals who’ve cemented themselves in their respective spaces, such as “Ninong Ry” and Nadine Lustre, and how crafting a persona and speaking to the right audience is fundamental — brands or people become known once certain words become associated with them.

“Mind you, there’s no such thing as perfect, and kung lagi nagcha-change ang perfect, I would rather choose adaptability,” he emphasized.

To conclude his talk, Villanueva addressed the argument of “diploma o diskarte” and how having both gets you ahead of the competition. The resources that a school provides build a marketer's soft skills and give them the tools, but he reminds the audience that it is solely up to them to attain success.