Creativity, AI, and trust take center stage at 4As GMM

Member agencies of 4As Philippines gathered for the association’s third General Membership Meeting of the year on June 29 at Makati Diamond Residences, where they explored the theme, “Sustaining the Business of Creativity.”

Founder and Chairman/CEO of the Unbox Group of Companies, Carlo Ople shared insights on how agencies can stay competitive by embracing the creator economy, investing in talent, and building trusted brands.

On sustaining the business of creativity. Ople delivers his keynote that highlights innovation, talent, and trusted brands as keys to agency growth.

The discussion continued with a panel featuring Mio Chongson (Ace Saatchi & Saatchi), Charlene Esmundo (Cheil Philippines), Edg Samson (Jayme HQ), and Reena Cruz Robles (The Huddle Room), moderated by Earl Guico (Elesi Studios). Panelists explored how agencies can harness AI while preserving the human creativity, strategic thinking, and trusted relationships that continue to set them apart.

The future of agencies and creativity. The GMM concludes with a panel discussion exploring the evolving role of agencies, the impact of AI, and the enduring value of human creativity in shaping the future of the industry.