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Continuous learning takes center stage as 4As Philippines welcomes new board for 2024-2025

MANILA, PHILIPPINES — The Association of Accredited Advertising Agencies of the Philippines (4As) has welcomed its Board of Trustees for 2024 to 2025, ushering a year of continuous learning in line with its thrust for 2024, “Get Schooled.” The induction and oath-taking ceremonies were held during the recently concluded 4As General Membership Meeting at NoKal Manila in Makati City.

The members of the newly inducted 2024-2025 Board of Trustees of 4As Philippines are TBWA\SMP Chairman and Chief Creative Officer Melvin Mangada as Chairman; Seven AD Chief Executive Officer Teeny Gonzales as President; Ogilvy Philippines Managing Partner Mike Garcia as Vice President; VML Philippines Chief Executive Officer Golda Roldan as Board Secretary; Grupo Agatep President & Managing Director Norman Agatep as Treasurer; The Huddle Room Managing Partner Reena Robles as Corporate Controller; and DDB Philippines’ Group Chief Culture Officer Anna Chua-Norbert, BBDO Guerrero Creative Chairman David Guerrero, and Elevation Partners Chief Executive Officer Martin de Guzman as Trustees.

They were sworn in with Angkas Founder Angeline Tham as the Inducting Officer.


Angkas Chief Executive Officer George Royeca delivered the keynote speech, sharing his experiences with his company on the value of keeping an open mind and forever learning, in line with the association’s thrust for this year. “In this ever-growing industry of all kinds of media, I’ve realized that there’s a lot more to learn.”

“Before, we thought changing perceptions was the name of the game,” he added. “But what was happening was that our new challenge was not changing perceptions anymore, but rather changing mindsets.”

“I think, beyond the technology, beyond advertising and marketing, if we look at the challenge in front of us, we will always end up to: ‘how do you change the mindset of the person that you’re trying to convince?’ And if you’re able to make that connection, then I think the sky’s the limit,” George concluded.

Golda, as outgoing chairperson, gave a recap of 2023’s thrust of infusing joy into the workplace and thanked the association’s members for their unwavering support for its initiatives.

“True to form, everything we did in 2023 anchored on our theme of joy,” she said. “All our programs are meant to create an environment that fosters creativity, celebration, cheer, and community. We created content and programs that supported leadership, improved culture, built connections, and unleashed renewed people energy where joy was not only encouraged but celebrated.”

“To all our agency members, we are always grateful for your participation and commitment to all our programs. We hope that in some way or another, we’ve provided further insights and inspiration in managing your people and agencies. Please continue supporting the new 2024 Board of Trustees and all our exciting activities they will bring this year for continuous learning,” she added.

Norman, as outgoing president, highlighted the association’s major accomplishments under last year’s thrust, including the return of the Kidlat Awards with the theme “Creativity Recharged,” the revised 4As by-laws and redefined membership promoting a more diverse and inclusive community, two editions of the Happy Survey, the creation of the MEMOREELS YouTube page that acts as a repository of the country’s most iconic ads throughout the decades, and collaborations with government and industry allies, among others.

Citing an 80-year-old Harvard study, Norman underscored the importance of fostering quality relationships whether at home, at work, or in the community as they can be the best predictor of a long and happy life.

“While the 4As has no visibility on what our relationships at home are like, we can do something to improve connections in our agencies and in our community. These relationships do not even have to be smooth all the time–we know how rocky they can be on the job,” Agatep said. “But feeling that we can count on members of agencies and our community when times get tough? That contributes greatly to our personal joy. We hope that in the past year we have been able to demonstrate that at the 4As, we’ve got your back.”

In his acceptance speech, Melvin unveiled the 4As’ thrust for 2024, “Get Schooled.”

“They say this industry is for the young, and we should constantly be reminded to think, act, and stay young, shed off conventions, and embrace re-learning of new things. Equally important is the need to understand the work culture of the youth,” Melvin said. “Thus, the thrust for the year, ‘Get Schooled,’ authored by this year’s 4As President, Teeny Gonzales of 7AD.”

“We need to have a student mindset and reconnect with our student selves. This year, the 4As will give emphasis and go back to the source – colleges and universities and set programs where we can learn and gain insights about the future talents in our industry,” Melvin added.

Meanwhile, Mike gave a sneak peek of programs and activities that members can expect from the 4As in line with this year’s thrust. These include the reveal of the results of the second Happy Survey, discussions on AI in advertising led by AI experts, and the development of a program in partnership with universities to help drive interest and share knowledge on advertising under ARAL, to name a few.

“In line with our thrust that Creativity Means Business, this year’s theme reignites our commitment to this industry that we love and are proud to be a part of, and recognizes the need to shed off conventions and embrace re-learning,” Mike said.

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