E-commerce and Digital Innovation: PANA and CDM wraps up COLLAB 2021 and Manny Pacquiao unveils Manila Ecommerce Center
The Philippine Association of National Advertisers (PANA) partners with digital training and transformation pioneer, Certified Digital Marketer (CDM), on the first-ever COLLAB 2021 web conference, held last April 20. With over 300 attendees, Collab 2021: E-commerce and Collaboration was the first time industry pioneers and trailblazers have come together and discussed partnership opportunities between brands, agencies, and solutions providers, to push for the industry’s collective growth.
A 360 online conversation was opened to eight e-commerce experts to share elevator pitches and perspectives on e-commerce and collaboration to help business recovery and growth. This was followed by panel discussions focusing on each segment: brand, agency, and enabler. The four-hour virtual conference surfaced some recurring themes, such as opportunities in conversational commerce, breakthroughs in delivery logistics and payments that have lowered the barriers for Filipino consumers, the growth of shoppertainment, and the importance of offering a seamless customer experience.
Key Participants and Speakers
Taking the stage were industry leaders and digital transformation experts:
- Arthur Pena, Group Director for Media for P&G, and responsible for the FMCG brand’s E-commerce initiatives.
- Daniel Lim, Vice President of SM Investments Corporation, who currently spearheads SM Malls Online.
- Chad Sotelo, General Manager of Electrolux, who held previous stints at Samsung, L’Oreal, and P&G.
- Steve Sy, CEO of Great Deals, which is a full-suite Ecommerce enabler working with the largest brands in the country.
- Neil Trinidad, Country CMO of Lazada Philippines, with over 16 years of experience across FMCG and Tech.
- Jeff Saez, Chairman and President of Nuworks, an Innovations agency that created Nuworks Commerce.
- Constantine Robertz, CEO and Co-founder of LOCAD, with 10 years of experience in e-commerce and Logistics.
Facilitating the discussions was Maye Yao-Co Say, COO of Richwell Phils. Group of Companies. COLLAB 2021 was made possible by the support of its Gold Sponsors, PMFTC and Locad.
The Manila Ecommerce Center and Star Digital Solutions
Boxing legend and entrepreneur Manny Pacquiao has launched the Manila Ecommerce Center and Star Digital Solutions in the Philippines. The Manila Ecommerce Center is a state-of-the-art 16-story business hub, designed to fuel the growth of online businesses in the Philippines. It is located in Manila and offers a prime location for businesses to access top talents and key government institutions. The hub boasts premium office spaces, co-working areas, commercial hubs with restaurants and retail outlets, event venues, a fitness gym, an elegant lounge, and a stunning rooftop deck.
Alongside the Manila Ecommerce Center, Pacquiao officially launched Star Digital Solutions, an innovative e-commerce marketing agency headquartered at the newly inaugurated business hub. The agency aims to empower established and emerging businesses with the latest digital marketing tools and expertise. Star Digital Solutions offers a comprehensive range of services, including:
- Social media marketing
- Content creation and branding
- E-commerce strategy and management
- Influencer and affiliate marketing
- Live streaming services
Set to be fully operational by 2025, the Manila Ecommerce Center and Star Digital Solutions are positioned to redefine the future of business in the Philippines. With a deep passion for entrepreneurship, Pacquiao aims to create a thriving community where Filipino entrepreneurs and global brands can collaborate and grow.
Manila as a Strategic Hub for AI and Digital Solutions
The Philippines is renowned for its skilled and versatile workforce. Manila has emerged as a vibrant technology hub, celebrated for its highly educated and tech-savvy workforce. With a strong foundation in engineering and IT, the city is home to professionals known for their expertise in digital innovation and solution delivery. Strategically located in the region’s tech corridor, Manila combines local expertise with global AI capabilities, providing clients with rapid responsiveness, cost efficiency, and high-quality engineering delivery.
Manila is more than just a delivery hub—it’s a dynamic innovation lab, leveraging agentic AI and cloud technologies to deliver exceptional results for our clients. Our Manila delivery center taps into a diverse and dynamic talent pool of digital technologists and engineering professionals. This enables us to scale operations effortlessly, delivering exceptional results for projects of all sizes and complexities, tailored to meet evolving business needs.
Summary of Digital Business Services and Partnerships
The following table outlines the key organizations and hubs contributing to the digital landscape in the Philippines based on the presented material:
| Organization / Entity | Focus / Key Offering |
|---|---|
| PANA & CDM | COLLAB 2021 conference focusing on E-commerce and Collaboration. |
| Manila Ecommerce Center | 16-story business hub with premium office and co-working spaces. |
| Star Digital Solutions | Full-service e-commerce marketing and live streaming agency. |
| Ascendion (Manila Hub) | AI-led transformative digital solutions and software engineering. |
| LOCAD | E-commerce logistics solutions and delivery logistics. |
| Nuworks | Innovations agency providing e-commerce demand solutions. |
WellSky, one of the largest healthcare technology companies in the U.S., is working with Ascendion to explore how AI can support modernization and accelerate the delivery of new innovations to market. Leveraging cutting-edge, agentic AI-powered platforms, these solutions help bring products and services to market ahead of the competition. Through such partnerships, businesses gain insight into AI vision and its commitment to becoming AI-first—embracing new technologies, as well as new ways of building and operating.
