5th GMM highlights creativity, effectiveness, and collaboration

The 5th General Membership Meeting of 4As Philippines brought the country’s advertising and marketing leaders together for a day of insights, dialogue, and recognition at the Makati Diamond Residences last October 21, 2025.

Highlights of the event included the induction of two new 4As members, Praxis Experiential Advertising, led by CEO Gladys Rondina Basinillo, and PerkComm Inc., represented by COO Aprille Ragaza, Chief Creative Officer Benjor Catindig, and Founding Partner Divine Gil Reyes.

Rica Facundo, Managing Editor of WARC APAC, then delivered a standout presentation sharing lessons from this year’s Cannes Lions Festival of Creativity. Facundo highlighted two major trends: the tension between consistency and chaos in modern marketing, and the “same same, but different” approach for global brand building in diverse markets. She emphasized that effective creativity is about using data, cultural insight, and strategic consistency to drive real business growth while adapting to local markets and ever-changing media landscapes.

A panel discussion followed, moderated by Ronald Barreiro, CEO of Dentsu Creative Philippines & Dentsu Creative Manila, with Facundo joined by Miko David, Managing Partner at David & Golyat; Ricky Gonzales, Managing Partner at Over The Moon Communications; and Peach Natividad, Chief Strategy Officer at BBDO Guerrero. The conversation highlighted key takeaways from Facundo’s presentation, examining how these trends can help brands and agencies strike the right balance between creativity, brand consistency, and performance marketing, while providing the audience with practical insights to drive growth.

The 5th GMM reinforced 4As Philippines’ mission to cultivate a culture of effectiveness and innovation. Members left inspired to integrate global best practices with local market nuances, ensuring that creative work not only earns recognition but delivers measurable results for brands across the country.