2012 ANNUAL REPORT CONTENTS 2 CITEM IN 2O12 10 ACCOMPLISHMENTS BEYOND TARGETS 11 WHY FAME? 12 MANILA FAME PERFORMANCE 2OO8 – 2O12 14 INTRODUCING: DESIGN FOR EXPORTS 16 WHAT’S NEW: MANILA WEAR AT MANILA FAME REBRANDING AND REPOSITIONING OF THE 17 INTERNATIONAL FOOD EXHIBITION (IFEX ) 18 CALIBRATED BRAND BUILDING FOR THE FOOD SECTOR 20 WHAT’S NEW: DESIGN WEEK PHILIPPINES 22 WHAT’S NEW: HALLONE WHAT’S NEW: PERMANENT SHOWROOMS 23 IN KOREA AND NEW YORK 24 CITEM SUPPORT OF DTI BRANDING 2O12 FINANCIAL HIGHLIGHTS: 26 INVESTING FOR SUCCESS 27 CITEM IN 2O13: CLOSING THE GAP

1 CONTENTS

CITEM TURNING POINTS, DEFINING MOMENTS AND in MILESTONES 2O12

Over the past year, the Center for International Trade Expositions and Missions (CITEM) has focused on development. It recognized the need to go outside the box and bring a new perspective to its programs and activities. Likewise, it took a more proactive approach in facing task and time-driven challenges.

Recent global economic realities have brought about a slowdown in global exports. Trade fairs, both locally and abroad, are challenged by the decreasing number of exhibitors and buyers with less budget and less time to travel to Asia. Financial Times reported that even the Canton Fair, which is the biggest trade fair on earth, reported a decrease in the number of foreign buyers and orders since 2011.

Recognizing these challenges, CITEM’s 2012 strategic directions pushed for breaking boundaries and finding creative solutions to hurdle obstacles. This strategy allowed CITEM to meet its targets and even accomplish way more than expected in its key performance indicators.

CITEM assisted 744 export companies, equivalent to 100 percent of its target. It generated 14,863 trade fair inquiries with the potential for realized business, representing 169 percent of its target. CITEM’s projects generated US $184.59 million in initial export orders (106%); and Php 165.53 million in local sales, 828% beyond targets. As declared by our client exporters, 98,811 jobs continue to be supported by CITEM’s programs.

2 Manila FAME, one of CITEM’s signature events, was repositioned as “The Design and Lifestyle Event,” and continued its co-location (which started in 2011) with the country’s major sourcing events: ManilaNow, CebuNext and Bijoux Cebu. Continuous brand-building activities here and abroad were implemented to demonstrate CITEM’s commitment to elevate the status of the “Philippines” brand.

In 2012, CITEM organized 14 trade events: two signature events in Manila and participation in selected overseas trade fairs and exhibitions. HallOne, the permanent showroom showcasing the best of Philippine products, was launched to expand CITEM’s services to its stakeholders.

CITEM’s performance in 2012 is more than encouraging; it is inspiring. The coming year 2013 will certainly pose another creative challenge to address increased clientele expectations and a growing demand for our services.

I would like to extend my warm and grateful thanks to Trade and Industry Secretary Gregory L. Domingo for his vision and leadership; to our Supervising Undersecretary Cristino L. Panlilio for his unwavering support; and to the CITEM officers and staff for their dedication and commitment to the creative process which we all believe in. Our gratitude as well goes to our many industry stakeholders for their continued support. I am confident that we will become a stronger and more effective organization in the coming years, better able to operate flexibly in a fast- paced and ever-changing environment.

ROSVI C. GAETOS Executive Director 3 CENTER FOR INTERNATIONAL TRADE EXPOSITIONS AND MISSIONS

SIGNATURE EVENTS

CITEM opens doors and expands business opportunities in the global market. CITEM is the proud owner and organizer of signature events that provide global trade platforms for Philippine exports; primarily in the design-driven (home and fashion lifestyle) and food industries.

Manila FAME SHOW DETAILS: 2x/year March and October Metro Manila, Philippines

Manila FAME, The Design and Lifestyle Event is the country’s premier trade platform for exports and design, providing opportunities for small and medium scale entrepreneurs to showcase their products in the world The International Food Exhibition (IFEX) market. Manila FAME is one of the SHOW DETAILS: longest running trade shows in the Biennial: every May Asia-Pacific, featuring the latest Phil- Metro Manila, Philippines ippine-made creations from artisans and manufacturers and is the only The International Food Exhibition trade event in the country approved (IFEX) Philippines: Asia’s Ethnic Food by UFI, the Global Association of the and Ingredients Show is a biennial Exhibition Industry. event organized by the Department of Trade and Industry (DTI) through CITEM, in partnership with the Philippine Department of Agriculture-Agribusiness Marketing Assistance Service (DA-AMAS). It is a global showcase of Asia’s tropical food and a platform for the country’s fresh, processed, Halal-certified, and organic food sectors in the Philippines.

4 INSTITUTIONAL PROGRAMS

In support of its mandate, CITEM launched institutional programs that facilitate the country’s export promotions programs.

Design Week Philippines is a celebration of DESIGN through programs and events that foster creativity among to strengthen the country’s positioning as Asia’s Design Destination.

Proclamation No. 277 signed by President Benigno Aquino III on October 20, 2011 declares the third week of March and October of each year as Design Week Philippines.

www.citem.gov.ph/designweekphilippines

HallONE: Design for Exports is a design showcase of the best Philippine export products, a year-round sourcing venue for local and foreign buyers, and a venue for industry meeting and events. It offers year-round services; from business matching and appointment scheduling, factory visits, export order-taking and shipping assistance, retail sales, design clinics, to seminars and workshops.

5 CONTENTS

CITEM The year 2012 posed many challenges amid in realities on the ground which called for CITEM to: RETHINK, REGROUP AND 2O12 REFOCUS.

CITEMs ultimate vision is to create a distinct “Philippines” brand that is widely accepted and recognized in the global market – one that signifies quality, value and reliability. CITEM’s programs are geared towards the creation of a “Philippines First” mindset among global buyers. By setting the highest standards for creativity, excellence and innovation, CITEM continually works towards positioning the country as “Asia’s design trendsetter” in export products and services.

6 CONTENTS

CITEM adopted a four-pronged approach to meet challenges head on: consolidation, differentiation, precise marketing, and transformation.

Show Consolidation and Rebranding of Manila FAME

From commerciality to design – this shift allowed This partnership between the government and CITEM to position one of its signature events, Manila private sector was a show of unity and a message FAME: The Design and Lifestyle Event, as Asia’s design of strength: bringing back old buyers to the show; as trendsetter. Recognized as a Country Brand and a well as creating a new corps of buyers. source of national pride, Manila FAME serves as the platform to showcase the design superiority of the The two Manila FAME editions in 2012 successfully country in the home and fashion sector. showcased the Filipino’s superior craftsmanship and material ingenuity; with the support and cooperation Taking Manila FAME to the next level became a reality of the industry’s Business Support Organizations: when the country’s major sourcing events – Manila • Chamber of Furniture Industries of the Philippines (CFIP–National) FAME, Manilanow, CEBUNEXT and Bijoux Cebu • Cebu Furniture Industries Foundation, Inc. (CFIF) joined together under one roof, bringing to buyers • Chamber of Furniture Industries of the Philippines –Pampanga and exhibitors a wider selection of furniture and (CFIP–Pampanga Chapter) furnishings, holiday and gifts, and fashion wearables. • Fame Foundation Philippines, Inc. (Cebu FAME) • Association of Negros Producers, Inc. (ANP) • Cebu Gifts, Toys and Houseware Manufacturers and Exporters Association, Inc. (Cebu GTH) • Christmes Décor Producers and Exporters Association of the Philippines (CDPEAP) • Foreign Buyers Association of the Philippines (FOBAP) Table 1. Manila FAME Performance: March and October 2012 • The Home Accents Group of the Philippines, Inc. (HAPI)

2012 2012 • Hospitality and Wellness Industries Furnishers and March October Service Providers Association (HW Pilipinas) Mindanao Trade Expo Foundation, Inc. (MTEFI) Number of exhibitors 246 324 • • Philippine Chamber of Handicraft Industries (PCHI) • Philippine Exporters Confederation, Inc. (PHILEXPORT) Number of Trade Buyers 4,188 3,315

Foreign 1,128 1,012 Local 3,060 2,303

Export Sales (in US$) 22,163,817 27,710,562

7 14-17CONTENTS March Edition SMX Convention Center CITEM With the theme “Beyond Artisanship”, Manila FAME’s main feature was The Trend Stores reflecting three global trends:Paradiso , in Stone Age and Tribal Fusion. Merchandise Specialists Michael Cleghorn and Linda Simpson worked hand in hand with local manufacturers under Phase II of CITEM’s 2O12 Merchandise Specialist Program to create new product stories for the buyers. The show features likewise expanded with a new line up of highlights:

Creation Stations: Craft Spots Manila Wear A popular attraction at the show was the live Under the direction of international fashion icon Josie demonstrations by artisans of Philippine traditional Natori, the country’s top and up-and-coming fashion arts like Calado (open cutwork designers previewed their on embroidery, wood or metal), newest and hottest capsule Wood Mat Weaving (from collection for tropical wear in Maguindanao), and Beadwork apparel and accessories. (from the Tagabawa-Bagobo community in Davao. Red Box The Hub An exhibit of cutting-edge, ground breaking concepts by Local and international experts brave, young designers led led by Michael Cleghorn , by the EPOCH group were the Linda Simpson, and James highlight of the Red Box; while Booth shared their insights and original art installations by a experience on global market fresh group of Filipino artists trends and opportunities for the were featured in the Creative home sector. Gallery.

DeXign Special Setting EPOCH Members Wataru Sakuma Internationally–acclaimed Jinggoy Buensuceso designers Budji Layug and Daniel Latorre-Cruz Kenneth Cobonpue curated Stanley Ruiz a showcase of avant-garde, Martha Cech design-forward products in a special setting. Table 2. Manila FAME Performance: 2011 and 2012

MANILA FAME MANILA FAME 2011 2012 Overall, Manila FAME in Number of exhibitors 507 570 2012 was a remarkable success, reporting a 12 percent increase in exhibitors and a Number of Trade Buyers 4,497 3,315 33 percent growth in the number of buyers. Foreign 1,975 2,140 Export orders for 2012 Local 4,388 5,363 amounted to USD 49.87 million, which translated to an 11 percent increase to 2011. Php 165.53 M in domestic Export Sales (in US$) 44,993,714 49,874,379 sales was likewise 8 generated. 17-20CONTENTS October Edition SMX Convention Center With the theme “The Art of the Craftsman = The Soul of the Philippines,” Manila FAME this time worked with Marketing Specialist James Booth to introduce new features like The Design Houses. Design Icons: Budji Layug and Kenneth Cobonpue joined James Booth and topnotch visual merchandising expert Ito Kish to create special settings within the show.

Design Houses Craft Village Renowned and upcoming Filipino designers express Age-old traditional crafts breathed new life at the their individual design sensibilities at the Manila FAME Craft Village, which aims for the preservation of a Design Houses through products that harness the locality’s culture and crafts, promotion of the talent country’s indigenous materials. of the place, and the generation of sustainable livelihood. The Craft Village is in partnership with the Designers in focus were: Milo Naval, Ito Kish, Stanley cities of Caloocan, Las Pinas, Mandaluyong, Manila, Ruiz, Wataru Sakuma, Daniel Latorre-Cruz, Olivia Paranaque, Pasig, San Juan. D’Aboville, Amina Aranaz, Robert Alejandro, Vito Selma and Inigo Elizalde. Hibla Garden Pavilion A project of Senator Loren Legarda, Hibla featured the arts and crafts of twelve Schools of Living An expression of the global trend of indoor-outdoor Traditions (SLT) and sixteen Weaving Centers that living, the Garden Pavilion embraces life alfresco seek to preserve the country’s distinct cultural through different themes – Asian, American, British, heritage and ensure its transmission to the next French – designed and curated by Ito Kish, Visual generations. Merchandise Director, Manila FAME. The OTOP Marketplace Manila Wear The One-Town-Product (OTOP) Program, curated by The hottest “Summer Must-Haves” from the country’s EPOCH designer Jinggoy Buensuceso, brought the top fashion designers, curated by fashion icon Josie best products from all over the country to Manila Natori, spiced up the show at the Fashion Pavilion. FAME, to showcase local skills, techniques and From beach totes, neck pieces, head gear, to stylish materials. The OTOP Marketplace is in partnership beach cover-ups- Manila Wear takes inspiration from among DTI’s agencies: Product Development and the country’s tropical climate. Design Center of the Philippines (PDDCP), Regional Operations Development Group (RODG), and Bureau of Domestic Trade (BDT). Craft Spots Live demonstrations by artisans of Philippine Journey of the Tao-Tao traditional crafts: the lanterns of Pampanga, taka (papier mache) of Paete, embroidered lace of Iloilo, The Asian Cultural Council (ACC) presented a and the rice baskets of Palawan. contemporary art exhibit featuring sculptures chiseled by anonymous sculptors in Benguet and reworked by five Filipino ACC artists chosen for their Style Spots skills and recognition. Visual Merchandise Director Ito Kish created a cross- merchandise presentation of the latest global macro trends: ECO-SUSTAINABILITY, HYPERLOCALISM and BEING IN CONNECTION. 9 ACCOMPLISHMENTS Beyond Targets

100% 168% accomplishment for accomplishment for export-companies generating potential assisted trade partners around (743 companies) the world (14,792 trade inquiries)

jobs declared Support to a total of 98,811by our client exporters

106% 828% accomplishment for for accomplishment for initial export orders domestic sales (US$184.75 million) (Php165.53 million)

10

• A GLOBAL PLATFORM for SMEs Why • Recognized as a COUNTRY BRAND and a source of NATIONAL PRIDE

• A venue for DESIGN and Manila product INNOVATIONS • Contributor to SOCIO-ECONOMIC growth and development

FAME? • On-the-spot export sales

• Job generation

REMARKABLE SUCCESS OF 2012 MANILA FAME

9% 11% Surpassed 2011 or 552 EXHIBITORS or US%49.87 EXPORT Result* ORDERS**

33% P165.53M or 7,503 BUYERS DOMESTIC SALES

11 MANILA FAME Performance 2OO8-2O12

757 COMPANIES ASSISTED 800 641 700 570 552 600 507 500

400

300

200

100

0 2008 2009 2010 2011 2012

12 BUYER’S ATTENDANCE 6,000 5,363

5,000 3,899 4,000

3,000 2,380 2,378 2,051

2,000 2,108 2,079 2,140 1,723 Local Buyers 1,000 1,475 Foreign Buyers 0 2008 2009 2010 2011 2012

EXPORT SALES $80 71.26M

$60 49.87M 44.99M 41.49M

$40 28.78M

$20

$ 0 2008 2009 2010 2011 2012 13 INTRODUCING CONTENTS

In 2012, CITEM launched Design Design for Exports. Under this program, seasoned design icons together with up-and-coming for and young local designers collaborated with Manila FAME exhibitors for product development Exports and innovation.

LOCAL– INTERNATIONAL DESIGN COLLABORATION March and October 2012 Manila FAME

Merchandise Specialists Program – Design for Profitability The Merchandise Specialists Program (MSP) was launched under the guidance of international merchandise specialists Michael Cleghorn and Linda Simpson.

The MSP’s philosophy is: “Design for Profitability”. The 35 companies who enrolled in the program developed 848 new products reflecting the three global trends - Paradiso, Tribal Fusion and Stone Age which were exhibited at the March 2012 edition of Manila FAME.

Local-International Design Collaboration CITEM pursued local and international design collaboration to ensure that Manila FAME participants developed products adapted to the trends and requirements of the international market.

Marketing and branding expert James Booth from the joined CITEM in October 2012 and led the Manila FAME team in planning and creating the whole show. He was joined by local design luminaries Kenneth Cobonpue, Budji Layug and Josie Natori to complete the Manila FAME creative team who poured their artistry and experience through exhibit and space planning; as well as in creating special settings that brought Manila FAME to the next level.

14 CONTENTS CONTENTS

Export Coaching

Boost Camp: Training for Exporters, an initiative Designer Development + Young Designers on the Rise of CITEM which took place in Manila and Cebu in Manila FAME October 2012 introduced a new feature August 2012. Participants were small and medium- called “Design Houses” that featured a wealth sized entrepreneurs in Manila and Cebu that of materials available in the country for product aimed to boost the Philippines’ export products’ development. It also paired off up-and-coming competitiveness in terms of Marketing, Branding, designers with select exhibitors, giving them the Pricing and Costing to name a few. opportunity to create settings that highlight Philippine artisanship and their individual creative talent. Boost Camp speakers Francisco Lapid, Raju Philippine designers Milo Naval, Ito Kish, Inigo Elizalde, Mandhyan, Benedicto Cid Jr., Delfin Bibat, Rodolfo Stanley Ruiz, Vito Selma, Wataru Sakuma, Amina Mallari, Teresita Dimaculangan, Francisco Lapid and Aranaz, Robert Alejandro, Daniel Latorre Cruz and Reuel Virtucio talked about different ways that helped Olivia d’Aboville were tapped by CITEM to pour exporters learn and enhance export business skills their creative expertise in line with the October 2012 and management. Manila FAME theme.

DESIGNER DEVELOPMENT + YOUNG DESIGNERS ON THE RISE

15 WHAT’S NEW CONTENTS

Teaming up with international fashion Manila icon Josie Natori, founder and CEO of Natori Company, CITEM launched the Manila Wear during the 2012 MARCH Manila FAME to revive the fashion Wear at wearables sector and unify the industry in one promotional platform. In support of this initiative were the Fashion Designers Manila Association of the Philippines (FDAP) led by Inno Sotto and the Fashion and Design Council of the Philippines (FDCP) FAME under its President, JC Buendia.

EMBRACING THE FASHION DESIGN SECTOR March and October 2012 Manila FAME Curated by Fashion Icon JOSIE NATORI Sponsored by the Garments and Textile Industry Development Office GTIDO

16 REBRANDING AND REPOSITIONING OF THE International

Food The international Food Exhibition (IFEX) Philippines, CITEM’s signature food event, was repositioned as “Asia’s Ethnic Food & Ingredients Show” to become the Exhibition premier international sourcing hub for IFEX PHILIPPINES the finest ethnic Asian food, ingredients and raw materials. IFEX Philippines is also the key venue for the country’s local food and beverage companies to promote their products globally and establish and strengthen links with international buyers, importers, and retailers.

17 CALIBRATED CONTENTS

CITEM in 2012 proceeded with caution in its Brand overseas promotions. It focused its brand building efforts in upgrading the overseas promotions of Philippines food exports in key markets. With the tremendous support Building of the Department of Agriculture through its FOR THE FOOD SECTOR Agri-business Marketing Assistance Services (DA-AMAS), CITEM participated in six (6) major food shows where it launched its global brand: FOOD PHILIPPINES.

OVERSEAS FAIRS • Gulfood • Foodex • MIHAS • Singapore Food and Hotel Asia • Taipei International 6 $128M Food Show PRIORITY MARKETS TOTAL EXPORT ORDERS • SIAL Paris and (UAE, Japan, Malaysia, SIAL Middle East Taiwan, Singapore, and France)

102 3,702 COMPANIES ASSISTED FOREIGN BUYERS SERVED

GULFOOD FOODEX MALAYSIA SINGAPORE TAIPEI SIAL SIAL INTERNATIONAL FOOD AND INTERNATIONAL PARIS MIDDLE EAST HALAL SHOW HOTEL ASIA FOOD SHOW Total Export $ 48,609,010 $ 24,346575.47 $ 6,654,090 $ 8,549,200 15,120,052 $ 19,331,001.2 $ 5,464,814 Orders Companies 22 17 10 10 14 18 11 Assisted Foreign Buyers 1,500 582 137 761 178 185 359 Served

18 6 Priority Markets: UAE, Japan, Malaysia, Taiwan, Singapore and France Total Export Orders: $128.075M Companies Assisted: 102 Foreign Buyers Serviced: 3,702 Bestsellers: Cavendish banana, pineapple, coconut juice, frozen tuna, snack products New Products Promoted: Coco sap sugar, calamansi, essential oil/fiber, dried fruit bits, cold cuts made of tuna meat, retort pouch and bottled processed tuna

INTERNATIONAL COMMITMENTS • ASEAN Promotion at Foodex Japan • China-ASEAN Expo • ASEAN Food and Beverage Trade Mission with Held last September in Guangxi, China where Business Meeting Clark Freeport Zone and City of San Fernando, La Union were featured at the Cities of Charm • 2nd Korea-ASEAN Design Sharing Council Pavilion. Meeting and Design Forum • Expo 2012 Yeosu Korea • Asian Trade Promotion Forum CEO Meeting • Asian Trade Promotion Forum Total Export Orders: $824,043 - Working Level Meeting (ATPF-WLM) Companies Assisted: 20

2,919 Total Export Orders: $149, 250 Foreign Buyers Serviced: Companies Assisted: 6 Foreign Buyers Serviced: 239

OVERSEAS HOME AND FASHION PROJECTS • Interior Lifestyle Tokyo Total Export Orders: $704,511 • Japan Fashion Week (JFW) International Fair Companies Assisted: 9 • Korea International Furniture Foreign Buyers Serviced: 198 • Seoul Gift Show

19 WHAT’S NEW CONTENTS

The week-long celebration highlighted various activities Design such as the Craft Village, Design Tours, Katha Awards, Design Talks & Fora and Week Art Festivals. Philippines

Industry Headliners Noted Brazilian award-winning furniture designers, Humberto and Fernando Campana a.k.a. “The Campana Brothers”, world-renowned American architect Calvin Tsao, and style architect David Monn headlined the Design Week celebration in 2012 to share their experiences in the field of arts and design.

MARCH Humberto and Fernando Campana a.k.a. “The Campana Brothers”

OCTOBER Calvin Tsao and David Monn 20 In the March 2012 Edition of Design Week Philippines, The Katha Awards recognized fresh, original and Manila FAME featured the “Walls of Art” with the innovative designs presented by the exhibitors at the theme “Creative Environment: Street Life,” which Manila Fame in three awards categories: became a main attraction throughout the four days • Best Product Design of the show. On-the-spot creations of graffiti street art • Eco-design Award drew crowds during the event. • Best Booth display The Craft Village highlighted products made from recycled materials from various communities in the following cities: Caloocan, Las Pinas, Mandaluyong, Manila, Paranaque, Pasig, Quezon City and San Juan.

The Adobo Food Festival and The Jeepney Arts Festival added fun and excitement to the Design Week celebration.

21 WHAT’S NEW HallONE HallONE was launched in December 2012 as a new tool for export promotions. It aims to serve as a year-round sourcing venue for both local and foreign buyers; featuring exceptional lifestyle settings of selected home and fashion products from some of the country’s leading designers and manufacturers.

22 WHAT’S NEW Permanent Showrooms IN KOREA AND NEW YORK

CITEM partnered with the Tourism Promotions Board of the Department of Tourism to feature Philippine export products in the Tourism Showroom in Seoul, Korea.

In New York, CITEM reached an agreement with the Philippine Consulate and the Philippine Trade and Investment Center to feature Philippine products in its show windows fronting Fifth Avenue.

23 WHAT’S NEW CITEM Support of DTI Branding

CREATING A DISTINCT PHILIPPINES BRAND aligned with the Department of Tourism’s

Investment Promotions Trade Promotions

2O12 FINANCIAL HIGHLIGHTS

The level of subsidy of CITEM more than doubled in 2012. This generous increase Investing in funding proved that the government believed in CITEM’s vision and trusted the organization to achieve its targets. The for budget requested was money well-spent and was allocated for carefully-selected, overseas trade fairs; and equally-rewarding SUCCESS signature events.

A. COMPARATIVE INCOME STATEMENTS

2008 2009 2010 2011 2012

Income 85.034 71.056 62.719 37.082 30.203

Subsidy 60.000 67.831 73.746 79.686 179.510

Expenses 142.521 134.660 141.170 154.369 202.954

Net Income loss 2.513 4.227 (4.705) (37.601) 4.158

B. COMPARATIVE BALANCE SHEET 2007-2012

2007 2008 2009 2010 2011 2012

Current Assets 260.873 152.997 176.679 122.662 74.979 179.143

Non-Current Assets 250.022 354.876 360.302 386.796 400.726 307.010

Liabilities 70.416 58.023 88.709 71.722 75.570 78.405

Equity 440.479 449.850 448.272 437.736 400.135 407.748

26 CITEM IN 2O13 Closing the Gap CITEM will continue working towards the creation of the distinct “Philippines brand.” With the innovative and successful strategies implemented in 2012, CITEM is now faced with the challenge of creative change in the succeeding years. For 2013, CITEM will:

• Sustain what works –CITEM’s brand building • Calibrate its global promotions – CITEM will program and Industry consolidation worked well for only pursue overseas activities based on the organization as reflected by Manila Fame 2012’s recommendations of Trade representatives in key notable performance. Strategies implemented to export markets and after thorough assessment of achieve such will be pursued with vigor in 2013. the fairs’ importance and potential for direct sales negotiation for local exhibitors. • Expand the show and innovate – In May 2013, CITEM’s signature event: IFEX, will open its doors • Continue to transform the organization – The more- to international exhibitors which will globalize than-satisfactory outcome of CITEM’s plans and the event. New activities and programs will be strategies in 2012 is the result of CITEM’s extensive implemented to add a new dimension to CITEM’s efforts to continually re-engineer itself. CITEM will upcoming signature events. strive to become an even better organization in 2013 onwards, ensuring continued creative output • Launch a new movement in design – While and prudent use of its available resources. participating in different international trade fairs to promote the best Philippine products and services, CITEM will likewise undertake trend- spotting activities in key markets to track consumer and retail trends; as well as keep tabs on ground- breaking design developments.

27 BOARD OF GOVERNORS EXECUTIVE COMMITTEE Hon. Gregory L. Domingo Ms. Rosvi C. Gaetos Secretary Executive Director Department of Trade and Industry Email: [email protected] Chairman of the Board [email protected] Hon. Robert G. Vergara Ms. Ma. Lourdes D. Mediran President and General Manager Deputy Executive Director Government Service Insurance System Email: [email protected] Hon. Gilda E. Pico Ms. Maria Rita O. Matute President and Chief Executive Officer Deputy Executive Director, Landbank of the Philippines Operations I (Home and Fashion) Email: [email protected] Hon. Angelito T. Banayo [email protected] Administrator National Food Authority Ms. Romleah Juliet P. Ocampo Officer-In-Charge, Hon. Amando M. Tetangco Jr. Operations II (Food) Governor and Chairman of the Monetary Board Email: Bangko Sentral ng Pilipinas [email protected] [email protected] Hon. Rosvi C. Gaetos Member Ms. Aurelia O. Cruz Center for International Trade Officer-In-Charge, Corporate Services Expositions and Missions Email: [email protected]

Mr. Arturo C. Dimaano Project Director Email: [email protected]

OFFICE OF THE EXECUTIVE DIRECTOR OPERATIONS TEAMS Corporate Planning Division Home and Fashion Ms. Doris U. Gacho Ms. Maria Rita O. Matute Mr. Arturo C. Dimaano Division Chief Deputy Executive Director Director Email: [email protected] Email: [email protected] Email: [email protected] [email protected] Garments and Textile Industry Business Events-Local Development Office Food Ms. Rowena D. Mendoza Ms. Celia B. Elumba Ms. Romleah Juliet P. Ocampo Division Chief Program Manager Department Manager/Officer-In-Charge Email: [email protected] Email: [email protected] [email protected] Ms. Minda del Rio [email protected] Division Chief/Officer-In-Charge Administrative Services Business Events Exhibition Design Email: [email protected] Ms. Ma. Lourdes D. Mediran Mr. Emmanuel Benigla Legal Deputy Executive Director Officer-In-Charge Atty. Anna Grace I. Marpuri Email: [email protected] Email: [email protected] Legal Officer [email protected] Email: [email protected] [email protected] HallONE: Design for Exports Ms. Rosario Liwanag HallOne Manager Email: [email protected] [email protected]

SUPPORT TEAMS SUPPORT TEAMS Marketing Communications Corporate Services Ms. Marilou F. Cantancio Department Manager Ms. Ma. Lourdes D. Mediran Supervising Deputy Executive Director Communications Management Email: [email protected]

Ms. Elvie Borje Division Chief/Officer-In-Charge Ms. Aurelia O. Cruz Officer-In-Charge Email: [email protected] Email: [email protected] Web Marketing Finance Human Resource Management Ms. Ma. Aurora Mendoza Division Chief Ms. Aurelia O. Cruz Ms. Florence Pearl Buensalido Officer-In-Charge Officer-In-Charge Email: [email protected] Email: [email protected] Email: [email protected] Visual Design Administrative Services Management Information Services Mr. Mark Dresden L. Umayan Officer-In-Charge Mr. Jaime Antonio Sandoval Ms. Elvie Borje Division Chief Division Chief/Officer-In-Charge Email: [email protected] Email: [email protected] Email: [email protected]

CREATIVE SERVICES DIVISION Marketing Communications Department Center for International Trade Expositions and Missions CENTER FOR INTERNATIONAL TRADE EXPOSITIONS AND MISSIONS Address: Golden Shell Pavilion, ITC Complex, Roxas Boulevard cor., Sen. Gil J. Puyat Avenue, Pasay City 1300, Philippines Telephone: (+632) 831 2201 to 09 • Fax: (+632) 832 3965 / (+632) 834 0177 E-mail: [email protected] • Website: www.citem.com.ph

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