Manila, Philippines – CJ de Silva-Ong, most recently the executive creative director of TBWA\SMP has passed away at the age of 36, as announced by her husband Wincy Ong. In a Facebook post, Wincy stated that CJ had suffered two strokes while in ICU before she passed away.

“She was a passionate executive creative director in the industry she loved so much–advertising. She used her talents in illustration and painting in championing causes close to heart,” Wincy said in his post.

CJ has been with TBWA\SMP for over 16 years where she began as an art director in 2008 before being promoted to creative director roles since 2014. She was named the agency’s executive creative director in July 2022.

In an online statement, TBWA\SMP reflected on her illustrious career on aiding in conceptualising the agency’s various creative works for over a decade as an artist and creative director.

“One could say that Cj de Silva-Ong was one of the most passionate advocates for advertising, an industry and career that she cherished. She was a gifted creative director, illustrator, and podcaster, who helmed iconic ads and award-winning campaigns for TBWA\SMP for 16 years. But she was also a dedicated colleague, a compassionate leader, and a true friend. We are grateful to have had 16 wonderful years with her,” the agency stated.

Outside of the advertising industry, CJ is also a known artist, painter, graphic designer and illustrator and had staged three major solo-artist exhibitions. She was also known as was known as a “Gifted Child” and a “Promil Kid”, being featured in an infant formula ad in 1998.

Her wake will be held from June 20 to June 22 at The Heritage Park in Taguig City, followed by a cremation service on June 23.

Manila, Philippines – As a predominantly Catholic country, most brands based in the Philippines still shy away from talking about gender inclusivity, fearing backlash from the conservative audience. With a growing LGBTQIA+ community in the country, how can brands use ads to fight alongside with these communities for inclusivity and equality?

This was the latest ad from global fast-food chain McDonald’s in the country, who recently launched a full-on campaign in celebration of Pride Month. The ad, conceptualised by TBWA\ Santiago Mangada Puno (TBWA\SMP), is a feel-good spot showcasing the brand’s commitment to promote gender equality in society.

The ad features a sweet story between a skater girl repeatedly passing thru a McDonald’s drive-through window: just to see her crush who works at the McDonald’s branch. Moreover, the ad–which has seen organic virality over the past few days–caught the attention of the masses as it featured an inclusive story between two women.

When asked about the creation of the ad, Adi Hernandez, corporate relations director at McDonald’s, shares, “Despite its rare representation locally, it was more important for us that who we are as a brand, which is a brand that welcomes all, is reflected in the stories that we share just like this one. Our commitment to diversity and gender inclusivity is an overall brand experience that we aim to improve from our employees and to our customers.”

Hernandez also added that the casting for the actors in the ad were made alongside TBWA\SMP to feature true members of the LGBTQIA+ community.

“No matter who you are, you are welcome and safe to come back here again and again – that’s what we wanted our audience to know. Which is why this is a part of a broader initiative of McDonald’s Philippines to show our commitment to ensuring we continue to be everyone’s happy place,” he added.

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.

4As-Philippines-New-Board-Of-Trustees-Oath-Taking
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.