MANILA, PHILIPPINES – It wasn’t too long ago that women’s rights in the workplace was the cause to champion. But in the years since, what strides have been made to promote equal opportunities and protections for women, particularly in the advertising industry? More importantly, what challenges remain?
In celebration of National Women’s Month this March, the women of Dentsu Creative Philippines and Dentsu Creative Manila weigh in on representation, using their platforms for good, and why hybrid work works.
The future is female
According to a 2021 national study by the Makati Business Club on Women in the Philippine C-Suite, gender equality is good for business. Having more women in leadership positions delivers innovative ideas, and increases competitiveness and performance for the company.
60% of employees in the country’s two Dentsu Creative agencies are women. The leadership team is 56% female, including Managing Directors Elyse Bella (Dentsu Creative Philippines) and Pamy Velilla-Hernandez (Dentsu Creative Manila).
For Velilla-Hernandez, such ratios “allow women’s opinions, thoughts, and perspectives to be heard.”
Bella believes this goes beyond breaking barriers and fostering an inclusive environment, saying, “It’s also the kind of leadership that grows and nurtures the business, culture, and people.”
“It feels great to see more women in creative and leadership roles,” adds Executive Digital Director Julia Pronstroller-Gallardo. “In the past few years, there has also been growing support to empower and mentor the next generation of female leaders.”
“I’m thankful that now, there are many female leaders in advertising that I can look up to,” shares Katrina Olan, Associate Creative Director. “Being able to see so many women in managerial roles thriving, leading, creating things that can make an impact on society—it’s really inspiring!”
Women belong at home—and in the office
Nothing makes the case more for the hybrid work set-up over full return-to-office than the role it has played in helping women pursue both motherhood and career advancement.
Creative Director and new mom Therese Liboro remembers a time when most working parents wouldn’t make it home in time for their kids’ bedtimes. With Dentsu Creative’s twice a week office work schedule, “I spend quality time with my baby and still get to develop quality work with my team,” she says. “Honestly, there’s nothing like the feeling of being there when she sleeps.”
Executive Client Director Gabbie Santiago, who took two years off to be a full-time mom when her son was born, agrees. “Hybrid work allows me the right balance and flexibility to be more present at home while helping support the family and my own personal goals. I love that I can bring my kid to school every day, help with schoolwork, and—so far!—never miss any school events.”
Hybrid work has proven beneficial not only for mothers, but other women, too. Melissa Torre, Executive Strategy Director, points out, “The way the work landscape has evolved has allowed for the integration of women who are carers—not just of kids, but other members of their family, including pets.”
Girl power moves
While the many positive shifts for women in the workplace deserve to be celebrated, these are unfortunately still not universally enjoyed. The privilege of having a seat in the boardroom comes with the responsibility to use the position for good, and bring to light the many issues faced by women both at work and at home.
At Dentsu Creative, the Committee on Decorum and Investigation was put in place in accordance with the Anti-Sexual Harassment Act and the Safe Spaces Act. Improved protections like these “are pivotal in raising awareness that women indeed have the courage to speak up,” reminds Account Director Gabrielle Brückner.
As a creative agency, there is a built-in platform to create work that can make a difference—like “Face of Courage,” a campaign that uses generative AI to protect Filipina survivors of domestic abuse while giving a face to their stories.
“It’s important to note that this was made for women, by women, so it comes from a place of authenticity, empathy, and lived experience,” says Creative Director Nonie Tobias-Azores. “Women understand the nuances of the challenges faced by other women, allowing us to craft narratives that are both sensitive and empowering. That’s why more women need to be in leadership roles where they can champion these initiatives without barriers.”
For every kind of woman
The rise in the number of women employees and leaders also serves as a reminder to stay true to their diverse stories and personalities. This includes reflecting more authentic, nuanced portrayals of women in produced work, and challenging the ingrained biases that may hold them back.
“We need to look past stereotypes. Women can’t always be shown doing the cooking or cleaning. There are women who want to marry or be moms, and women who choose to live child-free or stay single,” says Creative Director Andy Rivera. “Additionally, what we show doesn’t always have to be a representation of what is—it can also be a way to show how things could be and what else is possible, especially for women.”
Standing with women
By considering the women in the workplace as individuals, not as a single entity, what else needs to be done to support them becomes clearer.
“Women are more likely to experience certain mental health issues like depression and anxiety, and often face challenges in accessing appropriate care,” says Associate Creative Director Jo Aguilar. These eye-opening facts inspired her to create the “Learn to Pause” campaign, which encourages taking a moment to prioritize mental wellbeing by immersing oneself in nonstop gifs. “I think this is particularly crucial for women, who often juggle multiple roles as mothers, caregivers, professionals, and community members—and subsequently may experience disproportionate levels of stress and societal expectations.”
Championing women’s mental health is only one of the many ways to help. By providing women with the support and resources they need, they become better equipped to thrive both personally and professionally.
“We are then able to lead with confidence and make a positive impact in the world,” explains Aguilar, “and ultimately, we all get to build a society where everyone is empowered to flourish.”
While it’s clear the glass ceiling remains in place, the constant pushback against it reinforces that the fight for women’s rights in the workplace was never meant to be limited to a moment in time. Instead, the movement persists—and breaking through isn’t a question of if, but when.
