MANILA, PHILIPPINES – Today’s workspaces have evolved; they serve a purpose beyond simply being a place to work. It has become a tangible expression of a company’s values, a breathing entity that nurtures its culture and eventually drives its success.
This is the philosophy at the heart of the Tagline Group, where the Manila office isn’t just an address — it’s a vibrant epicenter of what the company calls “Creative Engineering.”
For the Tagline Group, Creative Engineering is a foundational philosophy that intertwines strategic thinking with creative excellence. As CEO and Global President Jovy Rabelas puts it, “At Tagline, creativity isn’t random, it’s engineered.” This principle is not confined to project briefs or client meetings; it is a formula for how the group cultivates talent and produces impactful work.
A Dynamic Space Designed for Collaboration
Once you step into Tagline’s Manila hub, you’ll immediately sense that the layout is designed with a purpose. Open-plan areas are buzzing with activity, and flexible workstations allow teams to set up their space to suit the task at hand. The office is peppered with communal lounges, brainstorming nooks, and quiet spaces, all designed to encourage interactions and cross-pollination of ideas.
“It brings our culture to life,” Nep Paglomutan, Managing Partner of Five Seconds Advertising notes. “The openness fosters a shared sense of purpose, where teams freely bounce off ideas and build on each other’s thinking.”
This dynamic layout minimizes silos, allowing different agencies and disciplines within the group to connect easily. A quick chat in a communal lounge can lead to a breakthrough campaign direction, Anika Punzalan, Managing Director of Binary Digital explains: “It’s easy to ask, share, and align. It’s helped us solve problems faster and co-create smarter.” This intentional design directly connects back to the core concept of Creative Engineering — the space itself facilitates the “engineering” of ideas by making collaboration seamless and intuitive.
A Launchpad for Ideas
For the Tagline Group, the office is more than just an address; it’s a strategic asset for growth. “We didn’t just build a workspace, we designed a catalyst,” says Rabelas. It’s a place where employees are continuously engaged and inspired. The office features dedicated training zones and workshop areas that support continuous learning and professional development, nurturing the “talent” aspect of Creative Engineering.
Jean Camilo, HR lead points out, “Our central lounges host monthly townhalls, a stage for expression, connection, and growth.” These spaces are also used for creative challenges and wellness initiatives, fostering an environment where both physical and psychological safety are prioritized. This deliberate blend of vibrant and calm spaces, as another employee notes, “has become one of the strongest drivers of employee satisfaction in our recent survey.”
Beyond the Four Walls: Immersive Experiences
Tagline’s Creative Engineering culture extends far beyond the physical confines of the office. The company actively engages in external events and makes significant contributions to the industry, such as joining Graphika Manila and the Very Young Designer’s Competition. It views these engagements as crucial extensions of its internal philosophy.
As Rabelas explains, “Those engagements are extensions of our internal culture. They allow us to exchange energy with the broader creative community, challenge ourselves, share thought leadership, and even scout emerging talent.”These external activities are essential because they serve as a source of fresh inspiration that feeds back into the company’s internal culture. Creative team member, Danica Tria, reflects on the impact of these events, saying, “They recharge us. It reminds us that we’re not just building ads, we’re shaping culture.”
A Culture Built for Tomorrow
Ultimately, the Tagline Group’s Manila office transcends the role of a mere workspace. It stands as a representation of its Creative Engineering culture. The deliberate design of the space, along with its strategic training and engagement in external events, is key to the company’s consistent delivery of award-winning marketing solutions.
By encouraging its team to immerse themselves in the creative landscape, the Tagline Group ensures its ideas remain fresh, relevant, and ahead of the curve. This approach reinforces its position as both an industry leader and a sought-after employer for the next generation of creative engineers.
Lastly, the company’s leaders see this inspiring environment as a cornerstone of future growth. It is a place where ideas are born, nurtured, and launched into the world, solidifying Tagline’s reputation as a company that not only solves problems, but also shapes the future of creativity itself.
