MANILA, PHILIPPINES – Minotaur, a team of brand gamification experts, is expanding its footprint, expertise, and offerings in a bold move to become the go-to pop culture community builders for brands, bringing in more authentic culture drivers to power its evolution.
Setting its sights beyond gaming marketing horizons, Minotaur is developing new models and IPs that empower broader pop culture communities to pursue their passions – allowing brands, in turn, to become their genuine supporters and enablers.
Minotaur is joined by a new breed of industry young guns – community-leading veterans, each with deep roots in passion-driven communities. Get to know the new players:
Carrie Server, Creative Strategy Director
Instrumental to building the new Creative Strategy team structure is bringing on board the very best strategists in the industry, those with feet firmly planted in creativity. Minotaur proudly welcomes Carrie, or as she’s fondly called by her teammates, “Curry.” Having navigated both accounts and strategy roles in major network agencies – working on some of the biggest brands including GCash, Globe Telecom, Nestle, Unilab, Jollibee, Panda Express, and Burger King – Curry brings a sharp, flavorful edge to every strategy document she touches. It’s this edge that helped her win the 4As NextGen Award for Strategic Planning in 2024. Her deep affinity for gaming and gamification arms her with an insight arsenal unique to someone who not only participates in communities, but actively shapes where next-gen audiences are headed.
Az Talal, Creative Strategy Manager
Part-time copywriter. Part-time strategist. Full-time weeb. Az brings her agency-honed hustle and creative curiosity to her role as Creative Strategy Manager. She has previously handled a variety of the strongest performing local brands, among them Asia Brewery, Rockwell Land, Procter & Gamble, Nestle, and Colgate-Palmolive. Passionate about Japanese pop culture, cosplay, anime, and music, she brings genuine cultural insights drawn from her active involvement in local geek communities. Az rounds out this newly built Creative Strategy structure – one that blends tried-and-tested agency know-how with pop culture community building, all through the lens of branding.
Carla Tinio, Senior Account Manager
A seasoned marketing pro with seven years of intense client servicing and project management under her belt, Carla has worked across both boutique and large-scale agencies, collecting valuable lessons (and a few war stories) along the way. Having worked on Tefal Philippines, Pru Life UK, I Am Worldwide, Starbucks, PNB, Tolak Angin, Novelino Wines, AIA, Uniqlo, Carla is now stepping in as Senior Account Manager for Minotaur, as she brings bold ideas, strategic relationship-building, and smart, solutions-driven project management to the table. Outside of work, she enjoys traveling, gardening, and binge-watching. But her real passion lies in seeing her team’s creative collaborations come to life.
Ria De Luna, Socials Account Manager
Minotaur’s very own KOL hustler, Ria has seen it all, and keeps pushing forward. From knowing what clicks in today’s influencer marketing to forging new, authentic paths for brands to reach their audiences, she brings sharp instincts and fresh ideas to the table. Now stepping in as Socials Account Manager, Ria draws from her background as an agency creative – fearlessly using that experience to help clients unlock the power of community-driven collaborations. She’s also passionate about wellness, personal growth, and creating meaningful connections in a world of non-stop scrolling.
Zeke Carillo, from Account Director to Business Director
With Minotaur since day one, Zeke has consistently proven himself an innovator in this new age of marketing. He handles client relations and nurtures the right environment for brand growth, all with his signature quiet confidence and steady presence. Outside of work, Zeke is passionate about motorcycles and hands-on DIY projects.
As for those at the helm, Minotaur’s leadership team-up of Rey Tiempo and Jamie Paraso are proud to welcome this agile group of experts onboard. “We have so-called industry experts everywhere. But what truly sets this team apart is their deep involvement in passion points outside the industry to begin with. It’s that fusion of outsider perspective and insider expertise that brings a whole new level of unfiltered honesty and authenticity to the thinking behind our work. Brands appreciate that, and the audience even more so. Today, people can smell inauthenticity from miles away,” said Minotaur Chief Creative Officer, Rey Tiempo.
“For a company this lean to be extra strong, it’s crucial to strategically hire a well-balanced mix of new marketing thinkers and doers. They were selected not only for their experience, but also for their deep connection to pop culture, community trends, and their relentless drive to challenge and evolve the way marketing works through results and value-laden campaigns,” said Minotaur Chief Executive Officer, Jamie Paraso.
