MANILA, PHILIPPINES – 4As Philippines, dedicated to nurturing the country’s advertising industry through promoting creative excellence, has bestowed adobo Magazine’s very own President, Founder, and Editor-in-Chief Angel Guerrero its highest honor — the Lifetime Achievement Award — last May 9, 2025 at the 17th Kidlat Awards at The Fifth at Rockwell.
Roots That Roam
Born in Bangkok to Filipino parents, Angel was the fourth of five siblings, and unmistakably the chattiest, often silenced only by sleep on long family road trips. Her childhood spanned Malaysia and Singapore, giving her an early fluency in navigating cultures — a skill that would serve her well in regional roles.
At school, she was a sprinter, a debater, and a dancer — always moving, always expressive. At 20, she landed in the Philippines and unearthed a surprising twist in her story: a royal lineage from Tawi-Tawi, casually adding “princess” to her internal resume.
She enrolled at the University of Santo Tomas, where she mastered not just communication, but also the art of saying “bayad” and “para” in a packed jeepney.
Truth Well Sold
At McCann Worldgroup Philippines, Angel wasn’t just an account manager — she was a formidable force in heels, commanding boardrooms with pitches that left even the toughest clients speechless.
“Angel was very earnest about learning everything she could learn about advertising, and so she was easy to work with. I think even from the outset, you could tell that she was quite the multitasker, doing a million things all at the same time and doing well at it,” former McCann-Erickson Creative Chairman Emily Abrera told adobo Magazine exclusively.
She climbed the ranks and the global stage, standing on the steps of the Cannes Lions, and represented McCann among the world’s sharpest minds in advertising. She wasn’t just present — she belonged.
“I felt very proud to see Angel, and I think I’m even prouder now, because she does deserve this. She’s given a lifetime to advertising — advertising in its wholeness — and she does deserve this,” Emily expressed.
After covering Cannes for a daily newspaper — likely over a strong coffee and a stronger instinct — she sparked a simple but radical idea: a magazine that would champion creativity in the Philippines.
“She didn’t just raise two children. After a few years, she gave birth to a third, and that was adobo Magazine. And I think that was the center from which she was able to put to work all the talents that she had.”
Angel spent 17 years at McCann, but what she built next would redefine the industry she helped shape.
Ink & Influence
adobo wasn’t just a title — it was Angel Guerrero’s rallying cry. Born from her bold vision, adobo Magazine became the Philippine advertising industry’s superpower: a platform that didn’t just report on creativity but built the business around it.
“Back in 2006, when Angel first broached the idea of adobo Magazine, what I found most striking about her was that her singular belief that it could be done. Other magazines, other people have tried it before, and none of them succeeded. But I think what makes Angel the success that she is today is her belief. She has ambition, and she knows what she wants. She doesn’t waver from it,” Cynthia Dayco, adobo Magazine’s Founding Editor shared to the publication.
Inked on paper, coded in pixels, and driven by purpose, adobo spoke the languages of the industry fluently — in Tagalog, in English, and most fluently, in inspiration. With over 75 print issues and nearly 20 years of daily digital storytelling, it informed the insiders, inspired the up-and-comers, and connected a creative community into a movement.
Angel is one of the bravest women Asian creative trailblazer Merlee Jayme knows. By starting adobo Magazine, she not only raised awareness of the Philippine advertising industry, but also catapulted Filipino creativity onto the global stage. “Through her vision and work, the talent of Filipinos is now firmly showcased on the creative map,” Merlee declared.
Through adobo, Angel became more than a publisher — she became the Voice of Philippine Creativity, as Paolo Mercado, President of the Creative Economy Council of the Philippines aptly put it. Angel didn’t just create a magazine; she gave the industry a mirror to reflect its soul, a megaphone to amplify its voice, and a map to navigate the global stage. She is the fiercest advocate of Philippine creativity, taking it from local brilliance to global recognition.
“[She’s] been a fierce advocate for creativity, a builder of community, and the industry’s emissary to the world,” TBWA\Santiago Mangada Puno’s Chairperson and Chief Creative Officer Melvin Mangada described.
Creativity Without Borders
From the bustling streets of Makati to the prestigious red carpet of Cannes, Angel carries the Filipino voice across borders, bringing it to the world’s most iconic creative platforms. Cannes Lions, One Show, LIA, D&AD, ADFEST, Gerety, Spikes Asia — her passport is inked with influence, a testament to her global presence.
“I have known Angel for 25 years. We first met at the Hilton hotel that featured so memorably in Mad Men in Rome. And in that time, I’ve come to adore her as somebody who, despite being so little, has such an enormous impact on the business. The thing I adore most about her is just how much she loves advertising and the people who make advertising what it is today,” BBDO Worldwide Chairman Andrew Robertson shared to the publication.
As a juror, mentor, and champion of underdogs and unsung brilliance, she helped shape the very fabric of global advertising. Everywhere she goes, she doesn’t simply take the stage — she brings the Philippines with her, amplifying Filipino creativity and ensuring it stands proudly on the global map. Angel has bridged local brilliance with international recognition, helping position the Philippines and Asia at the heart of the global advertising scene.
WPP’s Global Chief Creative Officer Rob Reilly also marveled about Angel’s and adobo Magazine’s impact on the other side of the globe: “It is rare that a publication from across the world has such an impact on the advertising business here in the United States. adobo Magazine’s reporting and celebration of the creative business is top shelf and inspiring to so many. Angel has been a force for a long time and l am sure she will continue to help push us all forward for the foreseeable future.”
Angel is renowned not only for her sharp questions and quick-fire interviews but also for her radiant warmth and captivating presence that draw people in. For Susan Credle, Global Creative Advisor at Interpublic Group, it was Angel’s onstage interview at Cannes that made her feel she had truly “arrived.” Susan recalled, “Angel is one of those people that, when you meet her, you feel like you’ve known her forever.”
Recipes of Resilience
But beyond the editorials, juries, and global accolades, there’s Angel at home. Not feeding the feed, but feeding her family. She throws unforgettable parties, where laughter echoes through the night, the wine flows endlessly, and every guest feels like they belong. Angel’s brother, Alfredo Villanueva, attests that Angel is, in fact, the life of a party; echoing his sister Tia Traazil’s description of their younger sister, who she describes at having the most “megawatt spark” in their lives.
“Aunt Sallie and I would like to add our congratulations for this latest accolade, recognizing your outstanding services to the advertising industry. This is in addition to your skills as a hostess — your dinner parties are absolutely legendary, and your culinary skills are an absolute delight,” Angel’s Aunt Sallie and Uncle David said.
“One of the one of my fondest memories of her is that throughout the year, every time there’s a holiday, even if we don’t know about it, she’ll celebrate it — Hari Raya, Diwali, Chinese New Year. You know, she’s just celebrated with great gusto,” Kimi Lim, Angel’s daughter, joyfully recalled.
When faced with breast cancer, she met it with trademark grace and grit — likely telling it, “Not today, thank you.” And true to form, Angel didn’t just survive — she chose to savor life, to live it fully, joyfully, and on her own terms.
To those who know her best, she inspires quiet awe: a woman who balances ambition with compassion, career with connection — and somehow makes it all look effortless.
Meanwhile, Leon Guerrero, Angel’s son, testifies his mother’s hard work, drive, and tenacity. “Even though she was always very busy, often working late into the night, she always found time to cheer me on at my swimming races and somehow be the loudest person in the stands as well. So thanks for making me such a strong swimmer, and more importantly, always teaching me to push myself to better,” he reminisced.
Angel was once a sprinter — and she’s never stopped moving at full speed. Her work bridges people, sparks ideas, and puts Filipino talent on the global map, all with relentless momentum. A true multitasker and multi-achiever, she makes the impossible look routine.
Angel has continued to live life fearlessly, passionately, and creatively — and always, with that inimitable smile that somehow makes everything — and everyone — shine.
Renowned Filipino film director Brilliante Mendoza also received the 4As Lifetime Achievement Award. Meanwhile the Creative Guild of the Philippines has inducted VML Manila’s Head of Art Javey Villiones and Ogilvy Philippines’ Executive Creative Director Chino Jayme into the Creative Guild Hall of Fame.
adobo Magazine is the official media partner of CreativeFest 2025 and the 17th Kidlat Awards.
