RX International Events and Marketing Consultancy Company: Out to Give a Cure for the Common Event

The RX International Events and Marketing Consultancy Company, fuelled by its mission to elevate the standards of events management in the Philippines, made its huge splash in the local events scene during its grand launch at the Sage Bar in Makati Shangri-La Hotel last May 28, 2016.

RX International Events and Marketing Consultancy Company CEO Xiameer Valdeavilla presents a plaque of gratitude to her business partner and mentor Dr. Robert Sy.

RX International Events and Marketing Consultancy Company CEO Xiameer Valdeavilla presents a plaque of gratitude to her business partner and mentor Dr. Robert Sy.

Built on the solid partnership of philanthropist Dr. Robert Sy and events management expert Xialeemar “Xiameer” Valdeavilla, RX International Events and Marketing Consultancy Company are aiming to jumpstart a campaign to properly educate practitioners in events management and professionalize the industry in the Philippines.

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The entire RX International Events and Maketing Consultancy Company group (from left to right) Ms. Kresta McCoy, usher Valeriya, Dr. Robert Sy, usher Valeriya, and Ms. Xiameer Valdeavilla poses for pictures.

With the scholarship assistance of Dr. Sy, Xiameer Valdeavilla gained her credentials at the London School of Marketing, an associate school of Anglia Ruskin University in England. There, she completed her MBA and passed her research case study which was presented during her keynote speech.

The paper entitled “The critical analysis of Event Management practice and their impact on the growth rate of the academic sector in the Philippines: A Study on the Philippines’ Technical Skills Development Authority’s (TESDA) Event Management Certification III,” affirmed the need for a much stringent standard in events management in the country.

RX is joined by Eagle Broadcasting Corporation executives Laila Tumanan (Station Manager, Radyo Agila), Meltom Gonzales (Sales & Marketing Director), Precilla Gozum (Head - Programming & Airtime Management), and Ariel Tiongco (Deputy Head, Eagle News Service).

RX is joined by Eagle Broadcasting Corporation executives Laila Tumanan (Station Manager, Radyo Agila), Meltom Gonzales (Sales & Marketing Director), Precilla Gozum (Head – Programming & Airtime Management), and Ariel Tiongco (Deputy Head, Eagle News Service).

The paper was presented in the presence of industry luminaries, including Mr. James Dy, President of Chinese General Hospital(CGH); Kelly Sia, VP of CGH; Jameson Dy Consultant of CGH; Ms. Hilda Ong, radio broadcaster of Health and Travel at Serbisyo Publiko; Mr. Johnson Tan, President of  Armak;  Mr. Albert Lee, President  of Davies Paint;  Mr. Jamie Chua, President of  Samsung Philippines; Leonard Lim, Board Member, QC Sports club; Laila Tumanan, Station Manager of Radyo Agila; Meltom Gonzales, Sales & Marketing Director Eagle Broadcasting Corporation; Precilla Gozum, Head of Programming & Airtime Management, Eagle Broadcasting Corporation; Ariel Tiongco, Deputy Head of Eagle News Service; Ernest Leo Hernandez, Diego de la Paz, and Peter Baltazar of JCI Radio Philippines; Charlotte Songco, Marketing and Business Dev Manager of Guill-Bern Corporation; Sherwin Celestial, CEO of Vid Optimum; Marc Cabrera, General Manager of Accuparts Inc.; Sabrina Alvarez, Managing Director of Airnergy Philippines; Samuel Alamani, Business Unit Head of Trends and Technologies Inc.; Hamed Moghadassi, Managing Director of Soren Data Solutions Inc.; Dennis Paras , President of  Area 05 corporation; Athel Dimalanta, General Manager of Orange lights and sounds,  and many others.

In the speech, Xiameer, noting that the Philippines is a haven for events and parties, posed the question: is the country left behind in event management education?

She answered and rebuffed this notion with the fact that the curriculum in events management is rapidly evolving, so much so that other countries are actually trying to catch up with the tide. With this, she calls for unity among educators and practitioners alike to make the dream of a professionalized events management industry.

“Globally, [events management education] is still in its transition period. Even Europe and US event management associations and global leaders   is alarmed by the changes the curriculum is undergoing as it evolves and adapts to the researches coming up from different experts and new produced students,” said Xiameer. “I think it will take few more decades to establish this, but we can start as early as now to unite and make this happen.”

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Ms. Xiameer Valdeavilla, CEO of RX International Events and Marketing Consultancy Company, presented her research case study at the London School of Marketing entitled “The critical analysis of Event Management practice and their impact on the growth rate of the academic sector in the Philippines: A Study on the Philippines’ Technical Skills Development Authority’s (TESDA) Event Management Certification III”

Xiameer also noted that some schools, organizations and institutions including De La Salle-College of Saint Benilde, Philippine MICE Academy conducted by PACEOS,  Fiera de Manila, which offers programs in events management in the country. However, to further elevate the state of education in the country, there must be a wide-scale revamp of the TESDA program in event management, especially with the addition of NC I and NC II courses.

Xiameer noted, “The professionalization of our industry in a large scale through the help of our government would only not result to the growth of  events, marketing and tourism industry, but an equivalent return of investment that will boost both public and private sectors especially in opening local and global employment opportunities.”

“I present this not to threaten my fellow event organizers of the current trend we are about to release, but to start and break the barriers we have been used to, improve what we have in small scales through TESDA and the organizations around that has been doing it very well.”

Also, RX International Events and Marketing Consultancy Company honored some people who are influential in the creation of the research study and were an inspiration in moving their cause to improve the standard of events management in the Philippines.

Ms. Xiameer Valdeavilla and Dr. Robert Sy hands out plaque of Gratitude to Mr. Edwin Maglalang of TESDA for being a partner in the dissertation case study for Event Management

Ms. Xiameer Valdeavilla and Dr. Robert Sy hands out plaque of Gratitude to Mr. Edwin Maglalang of TESDA for being a partner in the dissertation case study for Event Management

Among those given special citations included Mr. Edwin Maglalang of  TESDA- Competency Standards Development Division, Qualifications and Standards Office ; Dr. Evelyn Songco, Director, Office of Student Affairs-UST,  Asst. Prof.  Christine Que, Dean, UST College of Fine Arts and Design; Fr. Filemon dela Cruz, Vice Rector for  Religious Affairs – UST; Mr. John Simon, President of  UST Alumni Education High School Alumni Association; Mr. Henry Tenedero, Immediate Past President of Philippine Marketing Association & President of Thomasian  Alumni Leader’s  Association; Mrs.Karem Miranda, Officer-in-Charge of the Meetings, Incentives, Conference, and Exhibits/Events by the Tourism Promotion Board, Ms. Marissa Nallana, Former Chairwoman and Past President of PACEOS Philippine Association of Convention/ Exhibition Organizers and Suppliers Inc) , President of Philippine Exhibits and Theme parks Corporation)  and Philippine International Motor show, Ms. Cynthia Bernabe, Event Management Educator and author of “Events “ a book for event organizers.”

RX is joined by the JCI Radio Philippines and Sports On Air radio team of Ernest Hernandez (second from right), Diego de la Paz (right), and Peter Baltazar (left), together with Concertus, Inc. Marketing Manager Ms. Michelle Endaya (second from left).

RX is joined by the JCI Radio Philippines and Sports On Air radio team of Ernest Hernandez (second from right), Diego de la Paz (right), and Peter Baltazar (left), together with Concertus, Inc. Marketing Manager Ms. Michelle Endaya (second from left).

Not only did RX International Events and Marketing Consultancy Company dish out theoretical applications of events management, but it also presented previous and upcoming events that displays its expertise in following through on the new standards it is aiming to set.

Kresta McCoy, Sales and Marketing executive of RX, also presented the successful events they steered even before the launch, this  includes  Guill-Bern Corporation’s 25thYear Anniversary, attended by CXOs from over 100 local and multinational  companies held at the Marco Polo Hotel in Ortigas, and a highly protocol-oriented debut gathering of Marrion Castañeda, daughter of former commissioners of Energy Regulatory Commission Atty. Jack and Terry Castañeda at the EDSA Shangri-la Hotel that was attended by more than 50 lawyers and justices. Both of these events were held last April 2016.

She also gave a sneak peek of their upcoming campaigns. These included the multi-sport event Rafthon – a combination of white water rafting, cycling, and running; Higalaay Street Festival, the biggest street festival in Northern Mindanao, the medical-cum-social responsibility program Pilipinas Health Talk, featuring hosts Dr. Robert Sy and Dr. Hilda Ong; and RX’s partnership with the London School of Marketing through mChrome Ltd Solutions, UK.

With all of these in the sights of RX International Events and Marketing Consultancy Company, achieving the dream of elevating the stature of events management in the Philippines is close at hand.






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