Melvin Mangada

Agency: TBWA\SMP

Philippines

TBWA\SMP Chairman and Chief Creative Officer Melvin Mangada started a creative revolution that achieved unprecedented growth for his agency, its clients and the industry as a whole. Guided by the philosophy of a “radically open creative collective,” he took on a proactive mindset by refocusing the agency’s operating system from traditional creativity to innovation-based servicing, driving growth in unexplored, high-growth spaces. He scaled the agency’s innovations to better serve its clients, maximized opportunities for the growth of his people, and fortified the agency’s reputation as the network’s biggest center of excellence with the most specialisms and the region’s most awarded agency of the year. Finally, Melvin remained as the industry’s strongest ally as he extended his agency’s specialisms to other agencies, launched programs that nurtured the country’s new generation of advertising professionals, and uplifted the economy and Philippine culture by growing local businesses through design policies and pioneering projects with the Museum Foundation.