Last October 4, 2025, the Philippine Junior Marketing Association (PJMA) gathered voices and narratives from across the nation in Juan Big Idea Nationwide 2025: Balik-Tanaw sa Tatak Pinoy, hosted at Batangas State University – Pablo Borbon Campus and live streamed via EventsHub.
Juan Big Idea (JBI) annually serves as a prestigious national-scale student conference dedicated to the federation’s mission to empower junior marketers from Luzon, Visayas, and Mindanao. Once divided into five regional chapters, JBI has now become a unified homecoming of ideas, bridging traditions with innovation and creating one powerful platform for marketing students and professionals alike.
This year, JBI 2025 placed the spotlight on Nostalgia Marketing—highlighting how Filipino brands have stood the test of time through cultural authenticity, emotional connection, and stories passed on through generations. Attendees immersed themselves in the world of the past and the future, exploring campaigns that live in the hearts and minds of Filipinos.
Industry leaders and brand storytellers from Mondelez, Goldilocks, Pontefino Hotels, BBDO Guerrero, Prestige Paper Products, and many more shared insights on how tradition and innovation intertwine to shape campaigns that resonate across generations. Each talk and discussion shed light on pressing questions: What makes a brand truly Filipino? How do we honor tradition while embracing innovation?
Beyond the stage, the event showcased the richness of Filipino-ness—family heritage, nostalgia, and shared values—reminding participants that even in a time of digital dominance and data-driven strategies, the soul of marketing remains in authentic stories and emotional resonance.
With over 650 onsite attendees and 2,000 virtual participants, JBI 2025 once again proved its place as a cornerstone of PJMA’s mission to unite, inspire, and prepare the next generation of marketers for a future grounded in both tradition and innovation.
As PJMA’s leaders emphasize, marketing is more than trends—it is about legacy, authenticity, and connections that withstand the test of time.
Congratulations to PJMA’s 38th National Executive Board and the Board of Regional Directors for successfully igniting nostalgia and innovation in this year’s unforgettable edition of Juan Big Idea Nationwide.
