Passionade Creative highlights female founders behind iconic Filipino brands in new content series

Manila, Philippines – In celebration of Women’s Month, advertising agency Passionade Creative has launched a content series aimed at recognising the contributions of women in the Philippines’ brand and creative industries.

The first instalment of the initiative, ‘Brand Herstory Lessons’, seeks to highlight the female figures behind some of the country’s most familiar products and services.

As a female-founded agency, the initiative is designed to share lesser-known facts that challenge common assumptions. For instance, a male-presenting sarsa found in most Filipino kitchens actually originates from the recipe of a female lechon vendor. Similarly, a motor-hailing service, commonly associated with male riders and humour, was conceived and continues to be run by a young woman. The campaign also reveals that a leading Philippine newspaper, often perceived as a male-led institution, was primarily founded by a woman.

 

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In general, the campaign aims to give credit to women who have historically been overlooked in brand narratives.

“It is easy to see a famous logo and assume that a male corporate titan stands behind it. After all, for far too long, the standard for success has been male,” the agency noted. “But as we look closer at the brands that are a part of everyday Filipino life, a different story emerges – an unwritten story that is about women.”

Through the campaign, Passionade Creative intends to “write female founders, inventors, and innovators back into the brands that they started,” highlighting the her-stories behind some of the country’s most iconic institutions.

“As advertisers, we know that the way that we present things to people has meaning. So it matters that we present things creatively and truthfully,” said Nikki Golez, founder and chief creative officer of Passionade Creative. “And we can’t wait for more female-founded brands to really embrace that too.”

The campaign aims not only to provide historical insights but also to inspire women to recognise the value of their contributions and to celebrate their stories in the present.