MANILA, PHILIPPINES – The much-anticipated 4As CreativeFest 2019 launched its first day today, April 25, with the country’s top executives championing creativity onstage to an audience of the generation creating the next era of content.

Opening with the man behind some of Burger King‘s craziest and most successful campaigns was Fernando Machado, Global CMO of the famous flame-grilled brand. Known for being a brave brand, he admitted to actually being fearful before launching their campaigns, especially the craziest ones: “Be afraid. Be very afraid. But do it.” 

He gave 5 things to help advertisers cope with fear in creating ads: 

  1. Understand your brand.
  2. Create a great brief. 
  3. Let the idea grow. 
  4. The worst thing that could happen is NOTHING.
  5. One team.

Following his blockbuster of a presentation, was another much-anticipated session with the leaders of top brands and creative agencies. They went head to head in the ultimate discussion about agency-client compensation, if there’s such a thing as ‘too creative’ and the important relationship between the two. 

The afternoon lineup was then started by Ted Lim, Dentsu Asia Pacific Chief Creative Officer going deep into the impact of Gut and Data individually, and the increasing need for the collaboration of both: Data tells us where the customer is. Media gets us there.” 

The next panel discussion was led by our very own adobo magazine’s Founder, President and Editor-in-Chief Angel Guerrero with the woman leaders heading their companies to constant success – the “Marvelous Misses of the Industry: On Their Journey to the Top”. 

Revealing the secret of the success of the #KwentongJollibee phenomenon was Jollibee Global CMO Francis Flores on the first part of “The Client and Creative Partnership That Works” – the “Work that Works” session. He was followed by the creative agency behind the successful campaign, Raul Castro, Chair/CEO of McCann Worldgroup Philippines on the “Work that Wins”. 

Lastly, closing the jam-packed day of insightful talks and conversation-starting discussion panels was maybe one that was anticpated the most. Celebrating the best of Philippine creativity were the Jury Presidents of this year’s Kidlat Awards:

  • Fernando Machado, Jury President Creative Effectiveness
  • Brandie Tan, Jury President Creative Storytelling
  • Melvin Mangada, Jury President Creative Purpose
  • Joey Tiempo, Jury President Creative Technology
  • Manuel Villafania, Jury President Craft 

Tomorrow, on its second day, the winners for the sought-after Kidlat Awards 2019 will be announced. Stay tuned for the full list of winners! 


adobo magazine is the official Creative Partner of 4As Creativefest 2019