The Philippines – At least seven in every 10 employees are exploring job prospects with other companies regardless of how satisfied they are with their current employers, while six out of 10 see themselves working for another employer in the next two years, according to the 2022 Happiness Study commissioned by the Association of Accredited Advertising Agencies of the Philippines (4As Philippines).

In the study, Gen Z (57%), Xennials (69%), and even Gen X (73%) expressed high levels of satisfaction, while Millennials represented the least satisfied group, with only 41% admitting to experiencing ‘happiness’.

“Arriving at a time when employers are attempting to balance the convenience of working from home with mandatory in-office days, the 2022 Happiness Study was commissioned to gain insights into current advertising employees, 74% of which joined the workforce during the pandemic,” said 4As Chairperson Golda Roldan.

Moreover, at least seven in every 10 employees cited a lack of long-term mentorship or training as their main reason for leaving, with at least seven in every 10 employees seeing their supervisors as friends and allies rather than long-term trainers. Furthermore, only four in 10 reported that they received adequate mentorship after the first year.

The study also unveiled that four out of 10 respondents stated their desire to seek greener pastures in the form of compensation and incentives.

The study also showed a generation gap when it came to the relationship between one’s loyalty to their company and that with one’s peers: While 66% of Gen Z respondents expressed affinity with their peers and only 45% with their companies, respondents in the higher age ranges were more likely to find belongingness with their companies over their peers.

“All told, the study found that, while happiness was irrelevant to whether or not employees stayed, overall satisfaction could be increased,” Roldan added.

She also said that for Gen Zs, being the newest members of the workforce, purpose and meaning were major factors in considering a workplace. As for achieving employee satisfaction, incentives, adequate, ongoing training in an environment where they can grow professionally were key.

The 2022 Happiness Study was commissioned by the 4As to determine the happiness levels and sentiments of talent within the advertising industry. A quantitative online survey was conducted for the study from August 24 to October 24, 2022, which involved 38 advertising agencies.

Manila, Philippines – The Association of Accredited Advertising Agencies (4As) in the Philippines has welcomed its new line of Board of Trustees from ad agencies in the country after its first-ever general membership meeting this year.

Its newly-inducted chairman is TBWA\Santiago Mangada Puno chairman and chief creative officer Melvin Mangada, followed by the newly-inducted president Grupo Agatep president and managing director Norman Agatep, while Seven AD chief executive officer and chief creative officer Teeny Gonzales is inducted as 4As’ vice-president.

Serving alongside them are DDB Philippines Group chief culture officer Anna Chua-Norbert as board secretary; Grey Manila chief executive officer John Lucas as treasurer; and Dentsu JaymeSyfu managing partner and chief client officer Alex Syfu as corporate comptroller

Other trustees include BBDO Guerrero creative chairman and outgoing 4As chairman David Guerrero, WOO account management and business development senior director Hans Gahol, and Propel Manila 360 president and chief executive officer JC Valenzuela.

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Shown in the photo are the newly inducted board members (from left to right): Grey Manila Chief Executive Officer John Lucas (Treasurer); Grupo Agatep President and Managing Director Norman Agatep (President); DDB Philippines Group Chief Culture Officer Anna Chua- Norbert (Board Secretary); TBWA\Santiago Mangada Puno Chairman and Chief Creative Officer Melvin Mangada (Chairman); WOO Account Management and Business Development Senior Director Hans Gahol (Trustee); Seven AD Chief Executive Officer and Chief Creative Officer Teeny Gonzales (Vice President); Propel Manila 360 President and Chief Executive Officer JC Valenzuela (Trustee); and Dentsu JaymeSyfu Managing Partner and Chief Client Officer Alex Syfu (Corporate Comptroller) during the said ceremony.

The induction ceremony was presided over by Tourism Secretary Bernadette Romulo-Puyat, who delivered in her keynote speech a note of congratulations to the new board of trustees and expressed confidence in their capabilities in harnessing creativity to inspire Filipinos.

“I look forward to how the members of the 4As will use their talents and skills to enlighten, intrigue, inform, and inspire the Filipino consumer, rebuilding peoples’ confidence and giving local businesses that much-needed boost,” Romulo-Puyat said.

Commenting on his new position, Mangada said, “There is still fear and uncertainty but less of it. We are assured that our industry is evolving through the very nature of its existence – creativity. Staying safe is about our health, not about our work. It is during these times that innovative ideas are championed. And because creativity is our business, let’s keep the creative instinct alive amidst adversity.”

The new board of trustees will face new key activities slated for this year, including the Agency of The Year Awards, where all efforts by ad agencies from 2019 to 2020 will be considered, after a year-long hiatus.

“To encourage more participation from independent agencies, we are opening up indie awards for Best Creative, Market Performance, Management of Business, and Industry Leadership & Community Service,” Agatep said in a press statement.

Furthermore, they also stated that the Agency’s ‘ARAL Sessions’ which are learning events mounted by the association will resume by April this year. 

“We will begin by addressing fundamental gaps and branch out to key topics that build on the creative margin theme,” Agatep concluded.