THE ASSOCIATION of Accredited Advertising Agencies of the Philippines (4As) formally inducted its 2026–2027 Board of Trustees during its First General Membership Meeting (GMM) held at the Gallardo Jr. Ballroom of Makati Diamond Residences on March 3.
Leading the organization for the new term are Chairman Ronald Barreiro, Chief Executive Officer of Dentsu Creative Philippines, and President Ricky Gonzales, Managing Partner/Creative of Over The Moon Communications.
Also serving the organization are Vice President Mike Garcia, Managing Director of Ogilvy Manila; Board Secretary Janlo Cui, Business Director of Havas Ortega; Treasurer Martin De Guzman, Managing Director of Elevation; and Controller Mitzie Lim-Nacianceno, VP-Managing Partner of McCann Worldgroup.
Completing the nine-member Board are Trustees Paolo Broma, Chief Marketing Officer of TBWA\SMP; Henson Wongaiham, Co-Founder & Managing Partner of Ad Hoc Marketing; and Karen Go, General Manager of BBDO Guerrero.
The Board was sworn in by Robert Labayen, Head of Creative Communication Management at ABS-CBN, who also delivered the keynote address.
Planning for change with purpose
In his keynote speech, Labayen emphasized the need to plan for change—even in good times—and to make difficult decisions to remain relevant in a constantly evolving industry. He shared ABS-CBN’s enduring vision to serve the Filipino people with purpose and meaning, highlighting the importance of making the organization a platform for Filipino storytelling and a home for the country’s best creative talent.
He underscored humility and collaboration as critical leadership values, encouraging agencies to recognize collective contributions and treat audiences as partners in navigating the shifting media landscape.
Steering a clear path for 2026
In his address, 4As Philippines’ incoming President Ricky Gonzales outlined the 2026 Plan of Action of the Board of Trustees, anchored on three key priorities: ensuring the sustainability of the industry, attracting more students to pursue careers in advertising, and strengthening engagement with member agencies.
Gonzales emphasized the importance of investing in young talent through structured training programs and lectures, including upskilling initiatives in artificial intelligence and creativity. He also highlighted the need to review and refine the industry’s pitch policy to better protect and support agencies in a competitive environment.
Recognizing the changing nature of the industry, he called for modernizing the community feel of Philippine advertising—fostering a more collaborative, inclusive, and forward-looking ecosystem while working harmoniously with partner organizations.
“Kaya Pa”: Leading the industry’s sustainable growth
4As Philippines’ incoming Chairman Ronald Barreiro, in his speech, acknowledged the real pressures confronting agencies today—from AI-driven disruption and shifting business models to tightening margins and organizational restructuring.
Reflecting on the question often heard across the industry—“Kaya pa ba?”—Barreiro delivered a message of confidence and resolve. The Board will continue the theme “Creativity Means Business,” expanding it to focus not only on growth, but on sustainable and resilient growth.
He stressed that creativity must be matched with commercial discipline, financial literacy, and strong leadership to ensure that Philippine agencies remain competitive and respected in the years to come. More importantly, he underscored the responsibility of today’s leaders to prepare the next generation—mentoring intentionally, strengthening business acumen, and building organizations that endure.
“The challenges are real,” Barreiro shared, “but so are we. Together, we will navigate them, grow from them, and leave an industry stronger than we found it.”
With renewed leadership and a defined roadmap, 4As Philippines enters 2026 focused on capability-building, collaboration, and future-proofing the local advertising industry.
