People: A Career Full of Smiles – Remembering Dave Ferrer, and Celebrating His Legacy

Dave Ferrer, one of the Philippines’ greatest creative leaders, peacefully departed last Tuesday, November 26. With his passing, Dave has left a legacy to the ad industry, something that will live on to inspire the future generations of creatives in the Philippines and beyond. adobo magazine sends our condolences to his wife Reese, sons Gabe and Migo, and to his family and friends.

The Philippines’ first ever Silver and Gold Lion from the prestigious Cannes Lions International Festival of Creativity would not be here today without Dave Ferrer. In 2005, he worked on “Bunso” with BBDO Guerrero Ortega, a campaign for UNICEF that won a Silver Lion for Film. Dave’s first Gold, and the country’s Gold Lion, on the other hand, was given to JWT Manila’s “Traffic Therapy,” a radio campaign that Dave headed during his early years in JWT for Lotus Spa. 

However, Advertising was not Dave’s first choice. Despite graduating with a Fine Arts Degree in Advertising at the University of the Philippines Diliman, Dave initially enrolled for Architecture. There was a slight hitch in this plan, however, so he switched majors at the last minute, resulting in an extensive and successful career in the ad industry. Nary a man in advertising wouldn’t know of Dave, and the entire industry mourns his passing. But even though he has moved on, he is leaving behind a rich legacy and an imprint that helped build the world of advertising in the country.

Bunso for UNICEF / Consuelo Foundation (BBDO) – The Philippines’ first Silver Lion from Cannes International Festival of Creativity

Dave started his career at Ace Saatchi & Saatchi during the ’90s, where he brought about brilliant concepts for his clients as an Art Director and then as an Associate Creative Director. He worked with other influential creatives who would later on be regarded as greats in the industry along with himself, including Melvin Mangada and Merlee Jayme who eventually started leading their own agencies.

His dedication to his craft and unique style would gain him recognition across the different agencies, and he then transferred to BBDO Guerrero Ortega, where he was said to be the heir apparent of its Chairman and CCO, David Guerrero. It was during his time in BBDO Guerrero Ortega that Dave won his first Cannes Lion.

David Guerrero says the time following Dave’s transfer to BBDO was a chaotic yet fun moment. “We opened our doors in September 1998 and one of the first people I wanted to join me was a young art director from Saatchi. There were other big hires we made from other agencies but this guy, although less high profile, had a great book, an even better attitude and I wanted him on board. It took him a long time to say yes – longer than the others -but when he did he was all-in,” he shares.

He added, “When the right job came along after several great years together, I accepted he needed to move on. I think when I look back at that time now I realize that it wasn’t me giving him an opportunity it was him giving me the benefit of his great talent and humility. We should all be proud of him. He was us at our best. And as we mourn his death we should celebrate his life.”

With a talent like Dave’s, it was only natural for other agencies and its creative leaders to take notice — then J. Walter Thompson Worldwide’s Global CCO Craig Davis was one of them. Matt Seddon, CEO of JWT Manila from 2004-2008, would hire Dave into the agency.

Starting as an Executive Creative Director in JWT Manila (now Wunderman Thompson Philippines), Dave raised the agency’s creative profile, bringing about positive and inspiring change in its creative department. JWT Manila rose through the ranks, and became among the top performing offices in the whole global network, beating offices in London, Brazil, and more. 

Traffic Therapy for Lotus Spa (JWT) – The Philippines’ first Gold Lion from Cannes International Festival of Creativity

“In 2005, I had to convince Dave to join JWT from BBDO. He was very careful to make the right decision, and after many rounds of calls and meetings, he finally became JWT’s Manila ECD,” shared Tay Guan Hin, Founder of TGH Collective and a friend of Dave’s.  “As a Creative leader, he has been a lighthouse in attracting, mentoring, and championing the best talent in the regional. He is always so humble not to give himself the limelight but pushes those around him to succeed.”

Aside from bringing about the Philippines’ first Gold Lion in Cannes, Dave also headed the team that won the country’s second Gold Lion. 

In an interview Dave had with adobo magazine in the year 2012, he voiced out his agency’s plans for Cannes 2012: “We won first gold for the Philippines, and we hope to win the second gold for the Philippines as well.” 

This hope of Dave’s really did come true. A year after this interview, adobo magazine caught up with him so he can talk about the second Gold Lion that JWT Manila has won for the country. 

“The campaign that won gold was really targeted to men and it features iconic men in a very graphic way, a very simple graphic way,” he said about the winning campaign, which was a series of posters for Schick.  “Just really leaving what’s necessary in an outdoor piece — very distinguished and very iconic mustaches…” 

With numerous accolades under his belt, he was bound to gain even more recognition, and so was inducted into the Philippine Creative Guild’s Hall of Fame. At the time, Dave was the youngest to be inducted in the prestigious roster. His achievements as a creative were inspiring, but he also had a knack for mentorship as one of his mentees would eventually replace him as the youngest Hall of Famer in the Guild.

Dave became the Chief Creative Officer of JWT in 2016. His passion for his job continued to burn bright even after he was diagnosed with a rare muscle disease. Despite numerous trips to the hospital and being bedridden in the past year or so, he continued to work with his agency. Dave bravely battled his sickness, but on Tuesday (November 27, 2019), he peacefully passed. 

• • Read more about how Dave Ferrer helped shape the creatives at JWT here

“Dave was my mentor when we started working together in August of 2000. He taught me everything I know now,” shared Brandie Tan, ECD of Wunderman Thompson.

Brandie quipped, “He never forced us to do anything. He gave us the illusion of choice. When he asked you a question, you know there is only one answer to the question.”

Brandie shared how it was Dave’s faith in him that allowed him to continue pursuing his work. He recalled how he was about to get fired by David Guerrero, and darted towards Dave after he was told to stick to other Art Directors to gain insight and firsthand experience.

“I’d go to him about my projects to get advise and guidance. This was almost 20 years ago. Ever since then Dave had become my friend and adverting kuya (brother) and most specially my Master Jedi. I thank God for making Dave a part of and an influence on my advertising life. And thank you Dave for everything you showed me how to do and why we do the work the way we do it. I will miss you. God bless you and your family. I still owe you a couple more new Lions,” he added.

Others in the industry also mourn over his passing.

“Today we lost an inspired creative talent. For some of us, a mentee, for others a mentor. A gentleman, a collaborator, a disruptor, a colleague, a rival. But always a great friend. Our family. RIP Dave – we’ll miss you so much, but your impact on our creative future will live on,” said SheungYan Lo, JWT’s APAC creative council chairman. 

According to David Guerrero, Chairman of BBDO Guerrero, “The world is a poorer place without Dave in it. His talent and his humility were exceptional in an industry where both are rare commodities. I count myself lucky to have worked with him and feel an unjustified sense of pride in his many achievements.”

Tin Sanchez, a former Creative Director  at JWT Manila, also shared: “If there is one thing about Dave, he will tell you what is good about you. And he is Pogi. He is really pogi. His soul is pogi. We were his first mentee (with Brandie Tan) his first young team. He took us under his wing and he really loved us. He would make sure he would say good things to me. he made sure I would feel emboldened. How one person can impact one person’s life.”

“Dave played a big influence in my life, as he would nudge me at the ideal moment to put me on track. He was my work soulmate and the culture of collaboration and humility that we both created in our agency will forever live on. I am forever proud to have been given the privilege to have worked side by side with him all these years. Dave, thank you for sharing your genius. Thank you for the friendship. I will miss you everyday,” shared Wunderman Thompson Philippines CEO Golda Roldan.

Raoul Panes CCO of Publicis One Philippines said: “I was Dave’s partner in BBDO for about two years. Most of us worked late and when we would go down to take a break, he would still be in front of his computer working, fixing the kerning and he would say go ahead. He was serious about his craft.”

“I had the privilege of working with Dave for over a decade. When I first the biggest challenge of my career (moving as CCO of McCann) on my first week, I had such a huge responsibility. Overwhelmed with the different people and the different culture. Dave would invite me for coffee and he handed me a welcome gift, a t-shirt that had the word “Tenacious Dy!” He loved puns. He asked me how my first week was. He gave me a lot of advice and what to expect how to handle myself. It carried me through the years. Dave was looking out for someone who was no longer under his responsibility. He would take time out from his weekend just to make sure you are okay,” shared Joe Dy, CCO of McCann Worldgroup Philippines.

He added, “When we would prepare interview questions for candidates, I would ask – How important craft is? What is Art Direction? Dave wanted to ask questions about the family. Their upbringing, about their financial situation. Find out where they lived. he was concerned about knowing if they will have a hard time going to work and going home. More than knowing what the person can contribute to the job, he wanted to understand every persons’ personal situation.”

Dave has been a valuable member of the community, and a friend of adobo magazine. He has been fondly called as “Guy Smiley” in the industry, and an active player at the annual adobo Football Cup. He has been one of the country’s leading art directors, and is a regular fixture at the adobo Design Awards Asia judging.

In the span of almost 30 years in the industry, Dave has done numerous iconic campaigns for clients, even award-winning and groundbreaking ones like “Trees” for Greenpeace which won the country’s first Adfest Gold, and some for adobo magazine as well.