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Asterio Gutierrez joins Fred & Farid


SHANGHAI – Multi-awarded creative Asterio Gutierrez has joined independent agency Fred & Farid’s Shanghai office after over a year as creative director at AKQA.

Gutierrez will be co-heading the Fred & Farid’s creative department, sharing the top creative role with agency mainstay Feng Huang.


Gutierrez is listed as the Philippines’ top copywriter, and 31st over all in the world in the Big Won rankings. His advertising work has won over 20 Grand Prix honors at festivals and award shows around the world.

His literary efforts have also earned him the two Palanca Awards (the top Philippine literary prize) – the first of which he bagged while still in college. 

Gutierrez told adobo that he decided to join the independent shop for the chance to work with the agency’s founders Fred Raillard and Farid Mokart, who he describes as “legitimate legends”.

“The work they’ve done themselves – not just tacked their name on the credits – is amazing. Even outside advertising, like the BAFTA-winning music video for Rock DJ,” he said. 

“Also the Shanghai office is not an outpost. Fred lives here. No one else is committed to Shanghai like that. And it’s the hottest agency in Asia right now. I get to be in the same room with not just one, but a ton of truly great people who’ve already won heaps –  Cannes Grand Prix, Lions, D&AD, Clio, Pencils,” he continued. “But I think most of all, it’s a place about nothing but the best creative possible. It’s fully aware that clients come to you because of great work, and not processes, or proprietary tools, or department integration, or your connections to other client, or any of that mumbo jumbo. Just great work. It was too difficult to pass up.”

“I will be whatever the company needs me to be! I will try to be the creative that F&F deserves, as well as the one they need,” Gutierrez said.

Grab the latest issue of adobo magazine to read more on Gutierrez as he opens up on everything from his love of music to his frustrations with art directors, and for the first time shares why he chose China. 

Partner with adobo Magazine

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