A group of Filipino and Filipino American professionals sits on a stage in front of a wooden backdrop, participating in a panel discussion. A large screen behind them displays the event title “AD-vancing Filipinnovation: Filipinos as a Global Creative Force.” Two Philippine flags are visible on the left, and audience members are seated in the foreground.
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, 2025, the Department of Trade and Industry (DTI) through the Philippine Trade and Investment Center in New York (PTIC – New York), in collaboration with the Philippine Consulate General in New York (PCGNY), celebrated the ingenuity and leadership of Filipinos in the global creative economy during the forum, “AD-vancing Filipinnovation: Filipinos as a Global Creative Force,” held at the Kalayaan Hall of the Philippine Center.

Nearly 150 attendees gathered to witness inspiring keynote addresses and a dynamic panel discussion that underscored the remarkable contributions of Filipino professionals in marketing and advertising. The event showcased how Filipino creativity is transforming industries, amplifying brands, and redefining global storytelling.

The forum featured keynote addresses by Mr. Badong Abesamis of GIGIL and Mr. Vince Lim of Dentsu Creative. Mr. Abesamis showcased the remarkable success of GIGIL in the Philippines, demonstrating how the agency’s creative campaigns have elevated brands into household names. He also shared GIGIL’s strides in entering the U.S. market, proving that Filipino creativity thrives on the global stage. On the other hand, Mr. Lim spoke about how his cultural roots shaped his distinct approach to crafting campaigns with universal resonance. He reflected on his journey, from developing the iconic “Fearless Girl” campaign in New York to rejuvenating brands like Kraft and Mr. Peanut, highlighting how cultural sensitivity and diverse experiences inspire innovative storytelling.

The panel discussion, moderated by Coindesk’s Ms. Tina Kuriyama, featured four accomplished professionals who shared their inspiring journeys and valuable insights.

  • Ms. Lisa Angulo Reid: CEO and Co-Founder of Dear Flor, highlighted her innovative approach to combining 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, emphasized the significance of blending personal identity with brand storytelling and utilizing LinkedIn for professional advancement.
  • Mr. Izzy Manaloto: Client Partner at Fandom, discussed 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, showcased his contributions to the Sentro Rizal Metaverse Museum and shared insights on how Filipinos can excel in advanced fields like 3D design and virtual reality.

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

In his closing remarks, 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 (BPO) industry, he emphasized its readiness to support the needs of companies in areas such as creative design, advertising, and marketing services.

The forum marked another milestone in the Filipinnovation series, celebrating Filipino creativity and leadership across industries while inspiring the next generation of innovators.

Two photos side by side show Mr. Badong Abesamis (left) and Mr. Vince Lim (right) standing behind wooden podiums in a wood-paneled room, delivering keynote addresses on Filipino creativity on the global stage.
Mr. Badong Abesamis (left photo) and Mr. Vince Lim (right photo) deliver their keynote addresses highlighting their experiences and insights on how Filipino creativity continues to thrive on the global stage. (Photo by PCGNY)
A man stands behind a wooden podium in a wood-paneled event hall, delivering closing remarks. A screen behind him displays his name, “Benedict M. Uy,” and the title “Trade Commissioner,” while audience members watch and take photos in the foreground.
Trade Commissioner Ben Uy delivering his closing remarks. (Photo by PTIC-New York)

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Date of release: 31 January 2025

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