28 January 2026 – The Makati Business Club (MBC) opened its 2026 Global Leaders series with Dean Aragon, CEO and Vice-Chairman of Shell Brands International AG, and the first Filipino to lead the global brand. Drawing on nearly four decades of experience, Aragon shared insights on how marketing-driven growth will increasingly come from business-to-business (B2B) marketing and how the Philippines can strengthen its national brand on the global stage.

In a fireside chat with MBC Global Ideas Committee Member Macy Castillo, Aragon emphasized that the future of marketing lies in B2B, which already accounts for more than half of global economic activity. He argued that meaningful growth will come from addressing large-scale challenges—such as climate change, healthcare, education, and urban development—rather than from creating more consumer brands in saturated markets. Despite its complexity, Aragon stressed that B2B marketing remains deeply human. “Both B2B and B2C are ultimately business-to-humans,” he said, underscoring the importance of creativity and emotional engagement even when marketing to groups and institutions.

During the discussion, Aragon also addressed how artificial intelligence fits into this future. Rather than viewing AI as a threat, he urged marketers to focus on using it skillfully and creatively to solve real business problems, warning that value is lost when AI is used only for efficiency and sameness.

The conversation later turned to country branding, where Aragon shared his vision for advancing “Brand Philippines.” He highlighted the country’s strongest differentiator—its heart and care for people—seen most clearly in the global demand for Filipino talent, particularly in healthcare. He encouraged leaders to market the Philippines with confidence, using emotional and cultural strengths as key drivers, and to move beyond traditional metrics when evaluating tourism and national brand success. A country, he argued, does not need to be perfect before it is marketed.

Leading with a strong sense of identity and purpose, Aragon, who helms the image and voice of one of the world’s most iconic brands, fully embraces his heritage. He urged the business leaders in attendance to do the same, closing the session with a golf reference: “Be committed to who we are. Putt long for Brand Philippines.”

MBC’s Global Leaders series is designed to allow Philippine executives to meet and learn from world leaders in business, technology, and other fields. The series has previously featured the likes of UnitedHealthGroup’s Chief Medical Officer Margaret-Mary Wilson, Sun Life President and CEO Kevin Strain, Microsoft Asia President Ahmed Mazhari, and ACCIONA Global Chairman Jose Manuel Entrecanales Domecq. To learn more about this initiative, visit MBC’s Global Page.