MANILA – The industry is rapidly changing and it’s hardly digital that’s causing this pace. Behind every successful campaign, new product or multi-million dollar or peso idea are men and women who show us what is possible. They don’t predict what will happen in advertising in the next couple of years. Instead, they make lead these trends.

Executive Vice President and Deputy Managing Director
McDonald’s Philippines

A regular in marketing and creative conferences, she has been instrumental to McDonald’s Philippines’ successful campaigns, all of which were proven not just memorable but delivers business results. Margot was SVP for Marketing for 12 years before getting promoted to EVP and Managing Director.

Chairman and CEO

The always spot-on Chan first scored with Bench, won over design lovers with Dimensione–and now he’s bringing in sought-after labels that trust his company to help them do well in assimilating seamlessly into the local market.

Creative Chairman
BBDO Guerrero

One the Philippines’ most recognized and awarded admen, he has run BBDO Guerrero as chairman and chief creative officer for 16 years. Under his watch, the agency won a total of five Philippine 4As Agency of the Year Awards, not to mention dozens of international awards. No wonder the Philippine Marketing Association honored him with the Outstanding Achievement in Marketing Communications award at the 36th Agora Awards.

Managing Partner and Chief Creative Officer
TBWA\Santiago Mangada Puno

Scoring victory after victory this year with the Hana Water Billboard, Melvin helms the agency that’s consistently winning metals this year, and drawing fresh, dynamic talent to its stable on Chino Roces.

Chief Creative Officer
Leo Burnett Group Manila

Helming the agency that pretty much swept the Boomerangs this year with innovative approaches, Panes has the agency’s talents to back him and his own chops to win campaigns and awards time and again.

Ogilvy & Mather Philippines

With authenticity and adherence to the truth as her bywords, Puyat rose from the ranks to the top–an admirable feat for a woman and Filipino, considering that many heads in the workplace are men.

Eat Bulaga/Tape

Scoring a big win with #Aldub, Tuviera and his posse proved that you can teach an old dog a few digital tricks, if you know how to harness happy accidents properly.


Spearheading a multi-platform approach to inform Filipinos about the 2016 elections and how they should make better and informed choices when it comes to voting for the future leaders of the nation, Lorenzana aims to make the Philippines better for his son and those of his generation when they come of age and are ready to vote in 2022.

Former CEO
Starcom Mediavest Philippines

Mojica left big shoes to fill when she officially retired from Starcom Mediavest last April. She elevated the agency to greatness as the player to beat in Media. Among the top awards she helped bring home are a whopping 6 Philippine 4As Media Agency of the Year awards.

Chairman and CEO

Recognized as game changer in Philippine business, Nolledo was recently named by the SGV Foundation as Entrepreneur of the Year 2015 for the Philippines. He founded Xurpas in 2001 with just a total paid up capital of P 62,500 ($1,364). Now worth billions, it has gone on an investment spree buying up firms like Globe Telecom’s Yondu to build muscle.

This article was first published in the November-December 2015 issue of adobo magazine.