4As Philippines puts Filipino creative talent on the ASEAN stage

The Association of Accredited Advertising Agencies of the Philippines (4As) showcased the country’s advertising and creative services industry at the ASEAN Creative Industries Expo by Malikhaing Pinoy (ASEAN MPEx), held September 18–19, 2026, at the SMX Convention Center Aura in Taguig City.

Through its dedicated Creative Services Pavilion, the 4As positioned Philippine advertising and creative agencies as export-ready partners for ASEAN and global brands, showcasing capabilities spanning advertising, design, public relations, digital, and communications.

The pavilion was part of a broader national showcase alongside the ASEAN Malikhaing Pinoy, Government Services, and Coconut Industry pavilions, highlighting the range of Philippine industries with potential for regional and global growth.

On September 18, Department of Trade and Industry (DTI) Secretary Cristina A. Roque toured the 4As Creative Services Pavilion and was welcomed by 4As Philippines leadership, including Chairman Ronald Barreiro, CEO of Dentsu Creative Philippines; Corporate Controller Mitzie Lim-Nacianceno, CEO of McCann Worldgroup; and Trustees Paolo Broma, CMO of TBWA\SMP, and Henson Wongaiham, Managing Partner of AdHoc Marketing.

Turning Filipino creativity into economic value

The pavilion’s second day highlighted the breadth of Philippine creative services and the opportunities for the industry to compete in regional markets.

Among the featured speakers was Melvin Mangada, Chairman and Chief Creative Officer of TBWA\SMP and former 4As Philippines Chairman, whose talk, “Creative Services Turns Talent into Economic Power,” focused on the industry's role in converting Filipino talent and ideas into commercial value.

Mangada emphasized the need to strengthen regional infrastructure for creative services, including regional hubs, ASEAN creative exchange programs, and shared briefs and pitching platforms. These mechanisms can create more opportunities for Filipino agencies to compete directly for regional accounts and participate more fully in the ASEAN creative economy.

The opportunity is significant. The Philippine creative economy reached PHP 2.12 trillion in 2025, equivalent to 7.6% of GDP, according to the Philippine Statistics Authority.

The 4As Creative Services Pavilion demonstrated how the advertising and creative services sector can contribute to this growth—not only by showcasing Filipino talent, but by connecting that talent to regional markets, clients, and opportunities.

As the Philippines continues to strengthen its creative economy, the industry’s ambition is clear: to move Filipino creativity beyond recognition and into greater participation in the global creative marketplace.

The 4As is the officially accredited association of the country's advertising and marketing communications agencies, representing the industry's creative and business interests.