While it is imperative for leaders to be followed by titles, what grounds HEPMIL Philippines’ chief executive officer, Erwin Razon’s leadership is the belief that teams don’t follow titles. Rather, they follow clarity, consistency, and intention.
These key traits solidify common ground on how to lead a sailing ship that is commonly facing tides, changes, and, in HEPMIL Philippines’ case, a recent acquisition by Publicis Groupe.
This latest MARKETECH APAC Agency Leadership Decoded piece unpacks how the company continues to navigate change, foster growth, and lead with purpose in an ever-evolving creative landscape.
Leading from within
It is common knowledge that leadership takes more than a refined set of skills, more so in the industry that Erwin has long stepped into.
“My philosophy has always been that leadership starts with the work you do on yourself long before it shows up in the work you do with others,” he shared.
Trying to lead with self-awareness, for Erwin, is understanding his own strengths and blind spots, in order to recognise the impact of his decisions.
“From there, leadership becomes relational – how well we listen, how thoughtfully we communicate, and how we create space for people to grow. And ultimately, leadership must translate into results. We’re responsible for providing direction, making difficult decisions, and creating an environment where people can perform at their best,” Erwin narrated.
Drawing from these experiences, he shared that in essence, leadership is a balance between self-awareness, empathy, and accountability.
“You work on yourself so you can build others. You build others so the organization can grow. And when the organization grows, the people grow with it,” Erwin continued.
He added that what truly drives this engagement is when a team senses that ‘they are heard, challenged, and supported’.
“At HEPMIL Philippines, we focus on cultivating open dialogue and creating a sustainable environment for learning. It means paying attention – listening, observing, and understanding what people need to grow,” Erwin stated.
He also argued that while rewards, team building, or occasional morale activities certainly have value, what he learned is the fact that they are not what sustains motivation.
Erwin remarked, “When teammates feel that their voice matters and that the organization invests in their development, motivation comes from within, not from incentives. Real engagement is built on trust, respect, and shared purpose.”
Adaptability is a growth mindset
All these insights are driven by a realisation that Erwin drew as a necessity: that leading a creator and platform-driven landscape meant operating in an environment where certainty is rare. Consumer behaviour shifts, so do platforms, and cultural moments. To navigate this, Erwin shared the need to internalise on ‘pivoting just as quickly as needed’.
This is the same approach that Erwin and HEPMIL Philippines are implementing, following the news of the acquisition by Publicis Groupe.
“There are details about the ongoing integration that I am not able to disclose at this stage. However, what I can share is that the foundation of our approach has been adaptability. Change is a natural part of growth, and teams that can respond to it with openness rather than resistance tend to thrive,” he narrated.
This adaptability, he emphasised, applies to whether product development, internal structures, or ways of working.
“In fast-moving industries like ours, adaptability is not just a skill. It’s a mindset. And that mindset is what enables teams to scale and evolve with clarity and resilience,” he said.
However, Erwin also highlighted that adaptability works when it is understood, “Pivots only work when people understand why they are happening. Communicating the reasoning behind decisions has been essential. We also learned the importance of stable processes. Creative work thrives when there is structure, not in spite of it.”
Evolving with authenticity
Having worked with Unilever, Jollibee, Nestle, Unilab, and more, HEPMIL Philippines’ journey, according to Erwin, can be defined by both growth and validation.
These milestones were powered by strengthening their leadership foundation, where Erwin recalled Joanna Mojica’s entrance as chairman in 2023.
“Joanna has since served as a trusted consultant to our leadership team – offering mentorship, strategic guidance, and perspective that continues to shape our organizational maturity. Her involvement reinforced our belief that a company’s biggest asset is not just its creative output but the quality of leadership that nurtures it,” Erwin shared.
Lest forgotten, the recent acquisition of the company by Publicis Groupe, for Erwin, is also a vital mark of a milestone, not solely for their company but for the local industry, in general.
“It validated years of work in building a social-first agency that could scale regional impact while maintaining local authenticity. For our team, this was more than a transaction; it was an acknowledgment that what we’ve been building here in the Philippines and in SEA has global relevance and credibility,” he commented.
These developments continue to expand the company’s growth, driven by expanding its capabilities. Recently, the company also worked on launching social content production for brand-owned channels, developing creator insights frameworks, and introducing social commerce solutions through an affiliate influencer network.
“Together, these milestones have not only strengthened our scale and reputation but have positioned HEPMIL Philippines as a credible force in shaping how brands connect with culture, creators, and communities,” Erwin said.
Equipped with years of experience and expertise, Erwin still argues that leadership requires continuous learning: both technical skills and emotional discipline.
“Your team can only grow as far as you are willing to grow yourself. Read, observe, ask deeper questions, and surround yourself with people who challenge your thinking,” he underscored.
He added that in an industry where everything evolves quickly, the leaders who remain effective are those who evolve with it.
“Adaptability isn’t simply reacting to change – it’s preparing for it, learning from it, and leading others through it with clarity and intent.”
