Manila, Philippines—The Internet Mobile and Marketing Association of the Philippines (IMMAP) held the second digital congress (DigiCon DX), the biggest gathering of marketing practitioners, last October 11 to 13 at the Philippine International Convention Center. This year’s congress focused on the culture envisioned to aid marketers in adapting to digitalization as reflected in the theme, “DX: The Culture of Digital Transformation.”

Over three days, a diversity of projects, presentations, and discussions demonstrated the central and crucial role of digital transformation across various industries and businesses. In his keynote address, Altimeter Group Principal Analyst and award-winning author Brian Solis underlined the importance of changing company culture as an integral part of transformation, a view that was resoundingly echoed across the festival’s breakout sessions and workshops.

Participants of the event had the opportunity to listen to content provided by globally acknowledged key opinion leaders, spread across six tracks.

The six tracks are what IMMAP considers to be the pillars of digital transformation, representing both internal (organization-facing) and external (customer-facing) competencies that today’s organizations must embrace as they face digital transformation. Highlighted tracks included: People and Organization, New Age of Storytelling, Living Streams, Customer Experience, Pivots and Unicorns, and Culture.

Examples of the culture of digital transformation were displayed all around the exhibition floor: From interactive artworks, to the Immersive Storytelling Festival, and to the Trade Exhibit. These projects not only captured the imagination but showed to more than 2,000 visitors and participants the impacts of digital transformation. Speakers offered insight into smart industry trends, such as Transmedia Storytelling: Power of Fandom in Culture, Cybersecurity, and Immersive Storytelling and 360 Content.

The DigiCon DX 2017 was co-presented by San Miguel Beer. The Platinum Sponsor of the three-day event was Voyager Innovations. Sponsorship was provided by Manila Broadcasting Company, Globe Go WiFi, PLDT Home, ABS-CBN, RMN Networks, Nu Works Interactive, Facebook, AdGlow, Ambient Digital, First Pacific Leadership Academy, City of Dreams, and Philippine Airlines. Media partners include adobo Magazine, CNN Philippines, The New York Times, The Philippine Star, Rappler, and Philippine Daily Inquirer.

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