MANILA, PHILIPPINES – At the close of Ogilvy Philippines’ Creator Camp—a full-day learning lab designed to equip content creators with the skills to grow as brand-savvy entrepreneurs—a panel of industry leaders gathered to answer one of the most pressing questions in the modern creator economy: What does real influence look like in 2025—and how is it evolving?
Titled “Beyond Likes & Follows: Redefining Influence, Social Commerce, and Tomorrow’s Trends,” the culminating panel featured Raffy Casas, AVP and Head of Content Studio & Production at Nestlé Philippines; Mike Garcia, Ogilvy PH Managing Director; Manny Gonzales, Ogilvy PH Head of Consulting and Immediate Past President, Digital Marketing Association of the Philippines; Dino Ocampo, Ogilvy PH Executive Creative Director; and Jako de Leon, Senior Consultant for Influence at Ogilvy PH and Board Director at the Creator and Influencer Council of the Philippines. The session was co-facilitated by Kitchie Diaz, Ogilvy Public Relations & Influence Business Director, and Jako de Leon.
What followed was not a list of tips or templates, but a thoughtful interrogation of what it means to thrive in a creator landscape that is not only maturing, but rapidly diversifying.
Influence That Converts (Not Just to Sales)
“True influence is about inspiring action—not just digital gestures,” said Casas. “It could be purchase, yes, but also igniting a movement, challenging a point of view, or even just empowering a follower to change something in their life.”
This sentiment was echoed by Gonzales, who highlighted how influence has become more dimensional. “Some of the most valuable creators aren’t necessarily viral,” he said. “They’re the ones whose influence extends beyond their own platform—when your content becomes part of conversations you didn’t start, you’ve entered culture. That’s resonance.”
Executive Creative Director Dino Ocampo elaborated on that cultural ripple effect. “It’s fascinating when a creator’s idea or content is referred to, quoted, memed, or built on—even on a totally different platform,” he said. “That’s how you know they’ve entered the zeitgeist.”
Building for Longevity, Not Just Likes
Casas noted that creators who take initiative and co-create with brands help foster trust and long-term success—especially when partnerships are built on mutual understanding, not just transactional briefs.
“The creators who thrive are those who know their personal brand and honor it,” said de Leon. “That clarity allows them to say no to inauthentic deals and yes to ones that scale both the creator and the brand.”
Garcia emphasized that sustainability in creator partnerships requires alignment beyond campaign goals. “If creators understand a brand’s goals, they can co-create work that drives performance,” he said. “It’s not just about messaging—it’s about shared momentum.”
The Gap Between Awareness and Sales
One of the session’s most talked-about insights focused on the divide between awareness and sales creators—two roles that rarely overlap, but increasingly need to.
Casas observed that unlike in other markets where creators often move across the funnel, the Philippine space remains fragmented. Creators focused on awareness may struggle to drive conversions, while affiliate-style creators may face challenges in building brand affinity.
De Leon likened this to basketball: “You don’t expect your center to play point guard. Each creator has a role, whether it’s reach, resonance, or revenue,” he said. “But those who learn to play across the funnel? They’ll own the game.”
On Trends, Tech, and the Power of the Long-Form
Structuring yourself as a business and monetizing your creativity
Beyond commerce, the panel also explored emerging signals in creator behavior—like the quiet resurgence of long-form storytelling. Diaz, speaking from her own media habits, shared: “I love long-form content. I play it while I’m on long drives, getting ready in the morning, or unwinding at night. There’s something immersive about being able to sit with a story or a POV that resonates.” She noted that lifestyle creators, in particular, benefit from depth, not just virality.
Despite AI’s increasing presence in the creative industry, the panel agreed that technology should enhance what makes creators powerful. “AI can help scale creativity,” said Gonzales. “But it can’t replicate human insight. That’s your edge.”
A Creator Camp Built for the Future
Now in its second year, Ogilvy’s annual Creator Camp is more than a learning session—it’s a platform for creators ready to take ownership of their influence and build something lasting.
Held at Ogilvy Philippines’ headquarters, the 2025 edition expanded its scope to cover revenue strategy, operations, data fluency, and content optimization—skills essential to long-term creative entrepreneurship.
As Ogilvy Philippines CEO Elly Puyat summed it up: “It’s no longer enough to create beautiful content. You have to build a brand—and a business—that lasts.”
