What Happens in the Google CMO Bootcamp?

The Google Chief Marketing Officer (CMO) Bootcamp was held yesterday at AIM in Makati City. It’s an invite-only whole day learning event that’s hosted by Google Philippines and AIM. This year they gathered several of the top marketing executives from the biggest conglomerates, multinationals, and local companies to learn and share about transformative digital marketing and operations. I attended together with some colleagues and over the next few days I’ll write about the learnings and insights from the bootcamp. For this piece I quickly just want to give an overview.

Thought Leadership Sessions in the Morning

Morning sessions

The morning sessions were thought leadership talks. Ken Lingan, Google Philippines Country Manager, kicked it off by sharing the principles of innovation by Google. It was a meaningful and insightful look into how a company like Google incorporates innovation into their culture and organizational DNA. It was then followed by a barrage of sessions on what millennials and gen Z wants and how marketers should shift from brand differentiation to brand relevance. The speakers were a mix of agency folk, consultants, and local Google executives.

It’s nice to point out that Google had a really high-energy and lively host throughout the day. I wasn’t able to catch his name but that guy was on fire the whole morning and it carried through the afternoon. He even had pop quizzes where teams would get points and the highest scoring team at the end of the day would win Google swag.

Maximizing Google and Digital Leadership in the Afternoon

Class picture!

The afternoon sessions started with various talks on maximizing Google as an advertising platform. All the major platforms were covered: YouTube, Search Ads, Banner Ads, and Re-marketing principles. It was capped off with a session on growth marketing where we had a deep dive on the digital ad metrics that mattered.

The last set of sessions focused on digital leadership and transformation. It was kicked off by a digital transformation and leadership framework presented by AIM (one of my favorite talks for the day). This was then followed with an interactive panel consisting of Margot Torres, EVP of McDonald’s Philippines, Candice Iyog, VP for Marketing of Cebu Pacific, and this writer where we discussed digital transformation learnings in our respective organizations.

Over-all the flow of the day was solid and seamless. Transition of topics was natural, host was high-energy, and the interactive pop quizzes kept everyone awake.

Fun Way to End the Evening: Wine and Cheese Pairing

Wine and Cheese pairing! Wow. With Kent and Arline, former clients in Jollibee

To end the day Google hosted a wine and cheese pairing activity together with dinner. To Google’s credit, most of the people stayed for the evening. Usually in events like these people leave after the last session. It looks like their gimmick for the evening worked as roughly 60%-70% of the marketers stayed and chatted the night away sipping wine, tasting cheese, and chomping down on steak.

We’ll write more about the learnings and insights we picked up in the coming days. Thank you to Google PH for having me there as a student and as a panelist! Cheers!

This post is part of our Google CMO Bootcamp Learnings series. Click links below to read our other posts.

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Carlo Ople

Author Carlo Ople

Founder and writer of Unlocked.ph and for full disclosure I'm also the Vice-President for Digital Marketing Strategy of PLDT/Smart, the largest telco in the Philippines. Prior to this I co-founded a digital advertising agency (DM9 Digit) which we sold to Dentsu, the largest single branded agency in the world. I also co-founded one of the biggest tech websites in the country, Unbox (unbox.ph). Views do not represent PLDT/Smart and are purely my own.

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