29  OCTOBER  2018 

CONRAD MANILA, Seaside Boulevard, Coral Way, Pasay

Best-selling author of

This year, we are bringing you Paco Underhill - one of the world's foremost shopping anthropologists, and regarded by many as the founder of the science of shopping.  As the retail landscape undergoes massive changes brought about by new channels and a more empowered generation of shoppers, brands need to elevate their strategies to stand out in a competitive retail landscape.

At the PANA Brand Master sessions, learn straight from world-renowned experts in brand building in an intensive full-day conference.


  • Pioneer of the science of shopping and one of the world's foremost retail anthropologists. He is oftentimes dubbed as the ‘father of the science of shopping.'
  • Best-selling author of Why We Buy, Call of the Mall and What Women Want, his books have been translated into 27 languages.
  • 35 years of experience anchored in understanding where people, places, services, technology and products meet. Leader in prototype testing of stores, branch banks and online sites. 
  • His company, Envirosell, is a testing agency for Fortune 500 banks, stores, restaurant chains, and consumer product companies.
  • Advising Fortune 500 Companies such Microsoft, McDonald’s, Adidas, Starbucks, Bloomingdales, Estee Lauder, The Gap, Ann Taylor, Comp USA, Unilever, Gillette, Hewlett Packard, Citibank, Bank of America to name a few.
  • His works have appeared and been featured in the New York Times, Money Magazine, Fortune, Smithsonian Magazine, Wall Street Journal, ABC's 20/20, and CBS's 48 Hours.


"I had the honor to have him speak to my Business Of Fashion graduate students at Rutgers Business School. His session has transformed how students look at retail shop and think differently on how to create a better environment for people to buy." - Ginger King, Rutgers University

"What do women want? A man who gets it. Meet the wise, witty, and only occasionally geeky Paco Underhill, who explained to me why I prefer curved shower curtains."

- Christine Lehner, Author of What to Wear to See the Pope

What you will learn

What makes shoppers tick? Deep-dive into the shopper psyche, guided by the person who pioneered retail anthropology. Understand not just why people shop but how they shop and behave in-store.

In-store strategies that drive sales. Purchase decisions are strongly impacted by in-store factors - from store layouts, package designs, to merchandising.  

Updated research findings from Paco's global work on shopper marketing, spanning thousands of retail stores in different formats, and including insights on eCommerce.


8:00AM -     Registration

9:30AM -     Opening Remarks

10:00AM -    Evolution of the Science of Shopping - Paco Underhill

11.30AM -     Bio Break

12:00PM -    Question and Answer

12:15PM -     Lunch

2:00PM -      Learning from Emerging Markets - Case Studies - Paco Underhill

3:30PM -      Question and answer

4:00PM -      Tying in the day to the Philippine market

4:30PM -      Pictures and selfies / Book signing


Get the best rate by registering early!


PANA Rate 

Non-PANA Rate

Php 15,000

Php 17,000

October 15- 29

For group discounts, contact us at


 July - August 15

PANA Rate 

Php 10,000

(For PANA Members)

Non-PANA Rate

Php 12,000


Non-PANA Rate

Php 15,000

PANA Rate 

Php 12,000

August 15-October 15

Reserve your slot now.

Copyright 2018

Philippine Association of National Advertisers

For inquiries:

+63 5348580