Filipino and Filipino-American professionals shared their unique journeys and insights into navigating the intersection of culture and technology during the panel discussion of “AD-vancing Filipinnovation: Filipinos as a Global Creative Force.”
Filipino and Filipino-American professionals shared their unique journeys and insights into navigating the intersection of culture and technology during the panel discussion of “AD-vancing Filipinnovation: Filipinos as a Global Creative Force.” (Photo by PCGNY)

New York — On January 22, the Department of Trade and Industry celebrated the ingenuity and leadership of Filipinos in the global creative economy at a forum titled “AD-vancing Filipinnovation: Filipinos as a Global Creative Force.” Held at Kalayaan Hall of the Philippine Center, the event was organized by the Philippine Trade and Investment Center in New York, in collaboration with the Philippine Consulate General in New York.

The forum convened 150 attendees, who witnessed keynote addresses and panel discussion that emphasized the significant contributions of Filipino professionals in marketing and advertising. Speakers elaborated on how Filipino creativity drives industry transformation, elevates brands, and reshapes global storytelling.

Mr. Badong Abesamis (left photo) and Mr. Vince Lim (right photo) delivers their keynote addresses highlighting their experiences and insights on how Filipino creativity continues to thrive on the global stage.
Mr. Badong Abesamis (left photo) and Mr. Vince Lim (right photo) delivers their keynote addresses highlighting their experiences and insights on how Filipino creativity continues to thrive on the global stage. (Photo by PCGNY)

During the event, Mr. Badong Abesamis of GIGIL shared the agency’s success in the Philippines and how its creative campaigns have elevated brands to household names. He also discussed GIGIL’s progress in entering the US market that proves Filipino creativity can thrive on the global stage.

Additionally, Mr. Vince Lim of Dentsu Creative explained how his cultural roots have influenced his unique approach to creating campaigns with universal appeal. He further underscored how cultural sensitivity and diverse experiences inspire innovative storytelling, presenting his work—from developing the iconic “Fearless Girl” campaign in New York to revitalizing brands like Kraft and Mr. Peanut.

Moderated by Coindesk’s Ms. Tina Kuriyama, the panel discussion featured four accomplished professionals who shared their journeys and valuable insights:

  • Ms. Lisa Angulo Reid, CEO and Co-Founder of Dear Flor, highlighted her innovative approach to blending Filipino flavors like ube and calamansi with cannabis products, breaking barriers in a growing yet often controversial industry.
  • Mr. Jon Luigi Caña, a Cebuano immigrant and Senior Marketing Manager at LinkedIn, discussed the integration of personal identity with brand storytelling and leveraging LinkedIn for career advancement.
  • Mr. Izzy Manaloto, Client Partner at Fandom, explored the impact of Filipino values on pop culture and media, offering practical guidance for aspiring creatives.
  • Mr. Ralph Roma, an XR Design Consultant and 3D Generalist, shared his work with to the Sentro Rizal Metaverse Museum and insights on excelling in fields like 3D design and virtual reality.

The panelists underscored the power of representation, collaboration, and cultural pride in elevating Filipino talent within the global creative economy.

Trade Commissioner Ben Uy delivering his closing remarks.
Trade Commissioner Ben Uy delivering his closing remarks. (Photo by PTIC-New York)

Trade Commissioner Benedict Uy encouraged everyone to carry the pride of their heritage as they flourish and excel in New York, reminding them to always honor their Filipino roots. He urged the audience to seize every opportunity to spotlight the exceptional talents of Filipinos. Highlighting the Philippines’ dynamic business process outsourcing industry, he emphasized its readiness to support the needs of companies in areas such as creative design, advertising, and marketing services.

The forum is part of pathbreaking “Filipinnovation” series that recognized Filipino creativity and leadership across industries while inspiring the next generation of innovators. ♦

Date of release: 31 January 2025

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