PANA’s new president is pushing for authentic product design in the AI era
Newly elected president of PANA (Philippine Association of National Advertisers) Yasmin Mallari urged her advertising colleagues to focus on authentic brand design – and stay focused on truth, purpose, and accountability – in an era where artificial intelligence is rapidly reshaping how brands interact with consumers.
Mallari, assistant vice president and head of integrated marketing communications of Unilab, Inc., made the call in his opening speech during the introduction of new PANA officers.
“Authenticity has always been—and always will be—the foundation of every strong brand,” Mallari said as he noted how AI-driven tools are revolutionizing content creation, media planning, and consumer targeting. “AI can help us tell our story faster—but it can’t explain our ‘why’. Our brand DNA must continue to guide every message we say, every story we tell, and every promise we make to our consumers.”
Other PANA leadership candidates for 2026 were Cuayo Juico, senior legal counsel of P&G, as vice president; Bea Ballesca-Martinez, marketing manager of Century Pacific Food, Inc., as secretary; Regina Pineda, vice president of marketing communications and services of PLDT, as treasurer; Ricky Salvador, head of external affairs, control and communication of Kopiko (Mayor), as auditor; and Emmanuel Ordinanza, head of integrated media for Nestle Philippines, as public relations officer.
The new board of directors includes Julie Balarbar, former chair and professor at De La Salle University; Victor Janolino, marketing director of Rebisco; Maye Yao Co Say, chief operating officer of Richwell Phils. Inc.; Maria Lolita Vargas, vice president and marketing manager of San Miguel Brewery, Inc.; and Joaquin San Agustin, senior vice president of marketing for Shopping Center Management Corp. (SM Supermalls).
The launch of PANA’s new officers was attended by industry leaders and affiliates, with Unilab’s Alexander S. Panlilio, senior vice president and head of revenue and sales, serving as keynote speaker and moderator. Also present were outgoing PANA president Chrissy Roa, outgoing PANA Foundation chairperson Maye Yao Co Say, and officials from various industry groups including the 4As, Kapisanan ng mga Brodkaster ng Pilipinas, Digital Marketing Association of the Philippines, Media Specialists Association of the Philippines, Out-of-Home Advertising Council, Advertising Association of the Philippines Association.
In his speech, Mallari said PANA’s goal for 2026 will be “Building Authentic Brands in an AI-Enabled Consumer Economy,” reflecting the need for marketers to keep up with technology without losing sight of the values that make brands believable. He noted that while AI offers speed, scale, and efficiency, it cannot replace human intent, values, ownership, and purpose.
“We’re in this era where consumers can find integrity or authenticity quickly,” Mallari said. “We as manufacturers must continue to fight for the truth consistently, and with good behavior and great commitment.”
His remarks reiterated PANA’s broader role as an industry body. In addition to representing marketers, the organization is expected to help set standards, encourage honest communication, encourage learning and collaboration, and ensure that technology strengthens—not undermines—consumer trust.
Among the plans unveiled in 2026 are increased AI-focused learning sessions during regular membership meetings, strategic partnerships for skills development, support for updated standards of conduct for AI-generated content, and broader access to industry data and member research, all aimed at empowering PANA member companies to build future-ready sales teams.
Mallari said that ultimately, even in an AI-enabled marketplace, the consumer remains the industry’s “north star.” For PANA, he said, the job is not just to embrace innovation but to ensure that the future of marketing remains focused on authenticity, honesty and trust.
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