4As Philippines kicked off its first General Membership Meeting of the year last February 26, 2025 at the Makati Diamond Residences with close to a hundred agency representatives in attendance. 4As Chair Melvin Mangada opened the event with the theme “The AI-Driven Agency,” encouraging all to use available technology to propel our community forward. Board Secretary Golda Roldan, on the other hand, shared the many plans of the association, with emphasis on the new pitch policy being implemented in 2025. Meanwhile, Creative Guild President Joe Dy announced the guild’s activities for the year, highlighting the upcoming Kidlat Awards.
The learning session followed next with industry experts enlightening all on how they can harness AI to uplift agency work. Microsoft Philippines Communications Head Josh Aquino talked about how using generative AI tools like Microsoft Copilot can help make creative processes more e0icient. CirroLytix Founder Doc Ligot discussed the impact of AI on the ITBPM industry and what creative agencies can learn from it. Finally, BS Works Founder and CEO Cliff Eala provided points on how creatives can use data science and AI to deliver more persuasive and resonant messaging. MullenLowe Treyna Chief Product Consultant Leigh Reyes moderated the panel discussion that followed.
