Ogilvy Manila today hosted the third annual edition of Ogilvy Creator Camp at the Agency’s Headquarters in Rockwell, Makati City, welcoming leading and emerging digital creators for a full-day program designed to elevate content creation into sustainable business management.
Building on the foundation laid in previous years, Creator Camp 2026 focused on empowering creators to transition from content producers to CEOs of their own personal brands. The program provided practical knowledge in brand equity, corporate structure, financial and regulatory compliance, artificial intelligence, platform audience ownership, and real-time co-creation with major brand leaders.
“When we look at the landscape today, how people consume content, build trust, and interact with brands has changed completely. It’s no longer just about big commercial productions, print ads, or broadcast television—it’s about authenticity, connection, and human stories,” said Elly Puyat, Ogilvy Manila CEO. “Creator culture is not just a trend; it is the core of modern influence. Creators are the storytellers, curators, and trusted voices people turn to for real recommendations and human connection.”
She added: “As an agency, our job is not to dictate to creators what to say or how to say it, but to collaborate with them and build an ecosystem where both brands and creators thrive together. That’s why we created Creator Camp. We wanted a space where we can invest in the community, share insights, and help creators transition from talent-for-hire into strategic business leaders equipped with the tools, compliance frameworks, and partnerships to turn their influence into a lasting legacy.”
Building business equity and regulatory compliance
The morning sessions focused heavily on establishing long-term business sustainability and operational rigor. Toni Tiu, Head of Strategy and Training at Ogilvy, opened the program by exploring how creators can define their creative uniqueness and build distinct personal brand equity. Manny Gonzales, Head of Consulting and Director of Strategy at Ogilvy, followed with a session on structuring personal creator brands as legitimate corporate entities, establishing operational frameworks, and optimizing monetization models. Rounding out the business fundamentals, Dong Mapanao, Group Finance Director at WPP Creative MNL, addressed essential financial and regulatory topics, guiding creators through Bureau of Internal Revenue (BIR) tax compliance and agency accreditation processes. The morning wrapped with interactive speed-mentoring sessions, giving participants direct, tailored advice from Ogilvy’s leadership team.
Harnessing AI and Creator Commerce
In the afternoon, the program shifted toward technological innovation and platform optimization to help creators maximize their commercial impact. Nyko Rodriguez, Influence and Consumer PR Director at Ogilvy Singapore, discussed how generative AI tools can serve as a practical co-pilot to streamline content strategy and production workflows while preserving a creator’s authentic voice. George Panulaya from TikTok’s Global e-Commerce team then examined shifting consumer buying behaviors, demonstrating how creators can integrate social commerce to transform audience engagement directly into point-of-sale revenue.
Driving authentic brand co-creation
Addressing the evolution of influencer marketing, the camp highlighted shared value creation through a dedicated panel discussion moderated by Jako de Leon of Ogilvy Influence. The session focused on moving away from rigid, transactional posts toward long-term brand relationships rooted in mutual trust, professional execution, and shared authenticity.
“A strong brand–creator relationship is built on authenticity, mutual respect, and trust,” shared Dhia Hilario, Business Development Head at Nestlé Professional, during the panel. “The creator understands their own voice, values, and persona, while the brand develops briefs that feel natural to the creator’s content rather than forcing an unfamiliar message. Brands are also more likely to maintain these partnerships when creators consistently deliver on time, have meaningful reach, communicate professionally, respect the brand, understand its objectives, and remain flexible enough to support needs such as rush projects or moment marketing.”
Echoing these insights, celebrity creator Miguel Vergara added that genuine belief in a brand is key to building sustainable relationships: “The best partnerships align with what I genuinely believe and allow both the brand and creator to be reflected in the final content. That mutual alignment fosters a relationship that can grow into a true friendship rather than remaining purely transactional.”
The highlight of the afternoon was The Co-Creation Lab, where creators entered hands-on breakout sessions with representatives from prominent global and local brands—including Nestle, Ford, Tokyo Tokyo, and Ayala Malls—to pitch campaign ideas, solve brief challenges, and collaboratively design high-impact social concepts.
“Elly set the tone today by reminding us that modern influence relies on trust rather than traditional broadcasting,” reflected Leah Huang, Managing Director for PR & Influence at Ogilvy Manila. “If creators are indeed the primary storytellers of today’s culture, our role as agency leaders is to equip them with the business rigor and strategic acumen required to scale that influence. Creator Camp is our commitment to opening our playbook, because treating creators as strategic enterprise partners rather than transactional talent directly elevates the work we do for brands and the industry as a whole.”
