The Association of Accredited Advertising Agencies of the Philippines (4As), in partnership with the Creative Guild, gathered the country’s top creative minds for CreativeFest 2025 last May 9, 2025, Friday, at The Fifth at Rockwell. With the theme “The Creative Edge,” the one-day event celebrated brave thinking, cultural nuance, and creative resilience in a fast-evolving industry.
The event opened with Peter Khoury, Global Chief Creative Officer of TBWA\Asia Pacific, who highlighted how powerful ideas can thrive even without big budgets. He encouraged creatives to be resourceful, create opportunities beyond the brief, and push past limitations by fostering client confidence and taking bold risks.
Subun Khow, Chief Creative Officer of Dentsu Thailand, emphasized the value of grounding campaigns in strong local truths. He explained that for work to achieve global impact, it must first connect deeply with its cultural origins. Once a solid idea is established, tapping into cultural context can elevate its relevance and charm.
Daniel Kee, Executive Creative Director at MullenLowe Singapore, explored the role of chaos in creativity. He discussed how ambiguity, contradiction, and disruption can serve as fertile ground for innovation. In a cluttered world, the creative’s role is to find clarity within the mess—anchoring ideas with purpose and direction.
Merlee Jayme, Chairmom and founder of JaymeHQ and the Misfits Camp, advocated for more inclusive creative environments. She challenged agencies to embrace neurodiversity, not just in their messaging but within their teams, arguing that different ways of thinking can unlock unique ideas and transformative work.
The program also featured a panel discussion with industry leaders Abi Aquino, Chief Creative Officer of MullenLowe TREYNA; Joey Tiempo, CEO of Octopus & Whale; Nikki Sunga, Creative Director at BBDO Guerrero; and Angie Tijam-Tohid, Executive Creative Officer at Havas Ortega, who shared lessons from their experiences judging international and local award shows. The panel offered a behind-the-scenes look at how global juries assess creative work, underscoring the importance of originality, clarity, and deep understanding of what has already been done in the industry.
With a dynamic mix of insights and inspiration, CreativeFest 2025 proved to be a vital moment for the industry to reflect, recharge, and reconnect with what gives creativity its edge.
