YouTube gathers Manila’s best creatives and marketers for this year’s YouTube Works Awards jury

MANILA, PHILIPPINES — To ensure that only the best and most effective videos from the Philippines are chosen in this year’s YouTube Works Awards, YouTube has rounded up the country’s best creative minds in the 2024 jury. 

Creative leaders from ad agencies, industry publications, and leading local and multinational consumer brands were tapped to join the 15-person jury, bringing decades of experience in the rigorous selection process for the Philippine leg of the YouTube Works Awards. The winning video campaigns in the country will then go on to the Southeast Asia leg of the competition, the winners of which will be determined and announced in October 2024. 

The Philippine jury consists of: 

• Angela Mendoza, Publicis Manila Creative Director: With over a decade of agency experience, Angela has worked with local and global iconic brands, combining creativity and a strong commitment to clients’ results. 

• Angel Guerrero, adobo Magazine Founder, President, and Editor-in-Chief: Angel champions creative education and inspiration through talks, workshops, podcasts, and community events. She was named one of the 100 Most Influential Filipino Women on Linkedin in 2021 and won a CEO Excel Awardee for Communication Excellence by IABC Philippines 2020, a leadership award at the APAC Stevie Awards in 2019, the ADSTARS International Lifetime Achievement Award in 2016 in Busan, South Korea, and the Asia-Pacific Tambuli Crimson Award. 

• Carlo de Leon, Wavemaker Client President and Agency Head: A visionary leader with over 22 years of experience, Carlo has helped drive growth for clients in various industries by leveraging his well-rounded knowledge across marketing, media, digital, and technology disciplines. He spearheads Wavemaker’s vision, strategic growth, unlocking new potential, and leveraging a powerful network of partnerships to drive growth and value for the agency’s clients. 

• Crisela Magpayo-Cervantes, Globe VP – Head of Media and Marketing Communications: Crisela has over 20 years of experience in communications, media, and brand building. She has been at the forefront of digital transformation for many brands leading digital Agency teams across Southeast Asia. Prior to joining Globe, she was a Principal Partner at Mindshare Indonesia looking after digital strategy, programmatic, commerce, and content. 

• Emm Ordinanza, Nestle Philippines VP – Head of Integrated Media: Emm boasts 25 years of industry experience, transitioning from Finance to becoming a Media specialist in the agency world. His career spans pivotal roles managing prestigious accounts like Coca-Cola, P&G, and Nestle across diverse regions. His deep understanding of channels drives his commitment to content, innovation, and measurement excellence. 

• Kim Martin Viray, GCash AVP — Head of Marketing Communications: Kim boasts a formidable 14-year tenure in the dynamic realms of marketing and advertising. Prior to GCash, Kim steered the helm of brand campaigns and marketing communications for distinguished brands such as Lazada, Jobstreet by SEEK, and Canon Philippines, earning acclaim for his strategic acumen and creative prowess. Within GCash, Kim spearheads the Marketing Communications team, passionately driving initiatives to foster Financial Progress for every Filipino.  

• Liam Capati, Publicis Media Philippines Chief Media Officer: With over two decades of experience guiding advertisers and leading agencies through the ever-changing communications landscape, Liam has collaborated with organizations across various sectors, including consumer packaged goods, F&B, travel, technology, automotive, utilities, and financial services. Prior to joining Publicis Media, Liam held the position of Head of Media for Meta in the Philippines, Vietnam, Malaysia, and Indonesia, as well as Meta’s Head of Agency for the Philippines. 

• Lisa Sioson, McCann Worldgroup Philippines Executive Creative Director: Lisa is a digital creative lead with Thematic roots and over 25 years of advertising expertise. She currently works as Executive Creative Director of McCann Worldgroup Philippines, championing projects for Nestle, Jollibee, and the like. She started her career in MWG as a multi-awarded copywriter for various youth brands such as Coca-Cola, Sprite, and Royal. A techie at heart, she’s championed websites and platforms for Nestle, BPI, Nivea, Coca-Cola, San Miguel, and Jollibee, as well as spearheaded digital solutions that contributed to winning Campaign Asia’s Digital Agency of the Year for MRM five years in a row from 2012-20170 A Voracious YouTube viewer, Lisa spends ten times more hours in YouTube than any other platform, and is passionate about food, travel, tech, and of course, cat videos. 

• Macce Samarista, Unilever Nutrition SEA & Indonesia Digital Marketing, Media, and Commerce Lead: Macce believes that food has the power to bring people together, create the most magical memories, and ignite delight in every bite. As the head chef driving Unilever Nutrition’s digital marketing, media, and commerce efforts in SEA & Indonesia, her team has achieved pioneering industry milestones, including multi-market shoppable recipes and partnering with the top food website in the Philippines for the first recipe website collaboration. They have also built a first-ever Google AI-based recipe engine solution for Unilever Nutrition globally.  

• Malu Vasallo, GroupM Chief Investment Officer and Head of GOAT (content marketing): Malu is a seasoned veteran of the Philippine agency landscape for over 30 years, having held leadership positions in some of the most high-profile media agencies in the country. She was mentored and trained by some of the industry’s most sought-after creative and media minds. Reputed and respected for her passion for the growth of businesses and people, she held the position of CEO of Wavemaker Philippines for more than a decade and has been elevated recently to the post of chief investment officer and head of GOAT (content marketing) for mother company, GroupM. She was also awarded as one of Campaign Asia’s Women to Watch in 2021, and Campaign Asia Vision Leader – Women Leading Change in 2018. 

• Manny Gonzales, Digital Marketing Association of the Philippines (DMAP) President and Ogilvy Consulting Philippines Head: One of the foremost industry luminaries in the country, Manny is currently President of the Digital Marketing Association of the Philippines (DMAP), the country’s biggest collective of brands, companies, platforms, individuals, and members from the academe who champion digital marketing transformation. He is also Head of Ogilvy Consulting Philippines, developing and guiding brand and business transformation strategies towards growth and innovation. He is also a subject matter expert at the CDP-MMA (Certified Digital Professional-Mobile Marketing Association) Asia Certification Courses for Mobile Marketing, and he also teaches digital marketing at the Ateneo De Manila University and University of Asia & the Pacific. He also served as a mentor at the Thames International Business School’s Innovation and Creative Entrepreneurship Program. 

• Melvin Mangada, 4As/TBWA\SMP Chairman and Chief Creative Officer: The iconic and award-winning Melvin has been raising the flag for Philippine creativity worldwide. His agency TBWA\SMP has consistently been honored at the world’s most prestigious advertising award shows. Beyond creating powerful campaigns, Melvin has nurtured young talent through the TBWA\cademy, a scholarship fund for advertising students from poor communities. He is an adjunct professor of the University of the Philippines College of Fine Arts and is severally a board trustee of the 4As Philippines, the organization of advertising agencies where he also served as Chairman in 2021; Bright Halls, a non-profit orphanage for abandoned infants; Canvas.ph, an organization that promotes reading among children in poor communities through art; and the Museum Foundation of the Philippines. He is currently the Chairman of 4As Philippines and appointed by the Philippine government as representative of the private sector to Design Advisory Council of Design Center of the Philippines. 

• Mick Atienza, Philippine Association of National Advertisers (PANA) President and Smart AVP – Consumer WiFi and Mobile Advertising: Mick has over two decades of multi-channel sales and marketing experience with a proven track record in the media and advertising industry: 21 years in media and three years with a telco company. As the current Head of Mobile Advertising for Smart Communications, Inc., he manages and grows ancillary revenues coming from Smart’s telco and digital inventories. This year, he also serves as President of The Philippine Association of National Advertisers (PANA) with a concurrent role as Chairperson of the Ad Standards Council (ASC) Board of Directors. 

• Oyie Pingol, Jollibee Group of Companies Global Media Head: As the Global Media Head of Jollibee Foods Group, Oyie is responsible for developing strategic media recommendations to enhance JFC’s competitive advantage and adapt to evolving market dynamics. Before her current position, she held the role of Managing Partner and Chief Growth and Investment Officer at Group M’s Wavemaker PH, accumulating over two decades of experience in the media industry. She received recognition for her significant contributions to both local and regional markets, particularly through her work with prestigious local and international clients such as Coca-Cola, Samsung, McDonald’s, and Jollibee, among many others. 

• Romina Joy Albarillo, Openmind Senior Director and Strategy Lead: Another well-tenured industry veteran, Romina has over 16 years of media experience in handling QSR, real estate, tech, and FMCG brands.  

Philippine winners of the 2024 YouTube Works Awards will be announced in September later this year. The deadline of entries submission has been extended to May 10. To enter the YouTube Works awards, submit entries here.  

adobo Magazine is an official media partner of the 2024 YouTube Works Awards.