IdeasXMachina taps Shayne Madamba as managing director to lead digital, media transformation

Manila, Philippines — IdeasXMachina Advertising, Inc. (IXM), a Manila-based integrated marketing company and part of the Hakuhodo International collective, has appointed Shayne Madamba as its new managing director, effective immediately.

IXM said the appointment reflects the agency’s ambition to strengthen its position in digital and media, emphasising innovation, growth, and transformative client solutions.

Madamba brings over two decades of experience in advertising and marketing. At 31, she was appointed general manager at iProspect, where she gained a reputation for innovation and leadership. She later served as chief digital officer at HAVAS Ortega, leading the agency’s digital operations and contributing to its highest-ever digital revenue growth.

Beyond her leadership roles, Madamba has focused on mentoring and upskilling within agencies. She launched the first-ever Digital Transformation Certification, providing training for both media and non-media teams, and has taught at the University of the Philippines Diliman’s College of Mass Communication since 2021. 

She has also delivered keynote addresses at student congresses across the Philippines, advocating for youth development in marketing.

Jedd Ilagan, group chief executive officer of IdeasXMachina Advertising, said, “We need Shayne more than she needs us. Her mathematical mind perfectly complements our goals of creative accountability in yet-known forms of media. Her strong female voice also evolves the company in all the good ways. That’s why we call her Dame. Dame Madamba. Give anyone ten like her and they shall rule the world.”

Commenting on her new role, Shayne shared,  “Joining IXM is more than just a career move – it is a commitment to rebuild the agency for the age of AI. This means moving beyond experimentation and theory toward a Human–AI partnership that drives accelerated innovation and real business impact.”

She continued, “My leadership focus is on effectiveness-led marketing, accountable creativity, and forging true client synergies grounded in our sei-katsu-sha philosophy. I am excited to help build a growth infrastructure that will reshape our network of talents, our operating model, and the commercial foundations of the advertising business itself.”