The Philippines has no shortage of creative talent. The next challenge is turning that talent into more projects and clients across Southeast Asia.
That was the message behind the Creative Services Pavilion mounted by the Association of Accredited Advertising Agencies of the Philippines (4As) at the ASEAN Creative Industries Expo by Malikhaing Pinoy. Held September 18–19 at the SMX Convention Center Aura in Taguig City, the expo gave Philippine agencies a platform to show what they can offer brands beyond the domestic market.
The 4As pavilion brought together capabilities in advertising, design, public relations, digital work and marketing communications. Its aim was to position Filipino agencies as partners equipped to serve ASEAN and global clients.
Trade Secretary Cristina A. Roque visited the pavilion on the expo’s opening day and was welcomed by 4As leaders led by Chairman Ronald Barreiro, CEO of Dentsu Creative Philippines. Also present were Corporate Controller Mitzie Lim-Nacianceno, CEO of McCann Worldgroup, and trustees Paolo Broma of TBWA\SMP and Henson Wongaiham of AdHoc Marketing.
The industry’s ambitions came into sharper focus on the second day. In his talk, “Creative Services Turns Talent into Economic Power,” TBWA\SMP Chairman and Chief Creative Officer Melvin Mangada argued that creative ability needs stronger routes to regional business.
Mangada, a former 4As chairman, proposed regional creative hubs, ASEAN exchange programs, and platforms where agencies could respond to shared briefs and pitch for work. These initiatives, he said, could help Filipino firms compete more directly for accounts across Southeast Asia.
The potential extends well beyond advertising. The Philippine creative economy was valued at ₱2.12 trillion in 2025, or 7.6 percent of gross domestic product, according to the Philippine Statistics Authority.
For the 4As, the pavilion was a chance to put faces, services and business proposals behind that figure. The goal now is to turn the interest generated at regional showcases into lasting partnerships and more work for Philippine agencies.
The 4As is the accredited association representing the country’s advertising and marketing communications agencies.
