User:JEVMan1979/sandbox: Difference between revisions – Wikipedia

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One of the leading advertising agencies in the Philippines

INTRODUCTION

TBWA\Santiago Mangada Puno, is the Philippine division of the advertising agency TBWA Worldwide, under the Omnicom global marketing group. Based in Manila, TBWA\SMP takes its name from Jimmy Santiago, Melvin Mangada, and Jacinto “Tong” Puno, who founded the local agency in 2001^[1]. With a number of local and international brands among its clients, the agency is known for its application of TBWA Chairman Jean-Marie Dru’s “Disruption” philosophy to creativity^[2], and is recognized as one of the Philippines’ most awarded agencies^[3].

FOUNDING

The origins of TBWA\SMP began in 1995, with Santiago and Puno opening an eponymous agency following stints at Ace Saatchi & Saatchi, where Santiago had served as Executive Creative Director^[4] with Puno as Management Supervisor. In their newly-formed agency, Santiago worked as chief creative while Puno handled client management. In 2000, Santiago & Puno would onboard a third partner, Melvin Mangada, forming the triumvirate that would shape the eventual TBWA\SMP.

In 2001, the agency officially became an affiliate of TBWA, and bringing Mangada onboard was part of their directive to pursue bigger clients. Over 14 years with Saatchi, Mangada had established himself with work for clients such as Ayala Land^[5], Jollibee, and Procter & Gamble. That same year, Mangada became the inaugural inductee into the Accredited Advertising Agencies Agencies of the Philippines (4As) Creative Guild Hall of Fame^[6]. With Mangada as creative lead, Santiago would serve as Strategic Planning Head, with Puno focusing on business and client relationships. From there, TBWA\Santiago Mangada Puno would build a portfolio with work for clients, such as Alaska Milk, Nissan, Oishi, Bench, and Absolut.

GROWTH AND EXPANSION

In 2003, TBWA\SMP transferred out of Santiago & Puno’s original workspace into a converted house on Guijo Street^[7]. As part of their launch offering, Tequila\Manila was introduced, specializing in events, on-ground activations, and below the line marketing. Throughout the next decade, TBWA\SMP would continue to expand its services while scoring major wins in local, regional^[8], and international competitions for clients such as Boysen Paint^[9], Hana^[10], Ayala Malls, KFC^[11], and Del Monte.

In 2010, the agency would convert three floors of a building on Makati’s Yakal Street^[12] into an art-gallery-inspired space it would occupy until 2020^[13]. From there, the next big expansion would be in 2014, with the introduction of How’s Everything^[14], Philippine advertising’s first dedicated in-house production unit. In 2015, the agency debuted TBWA\Digital (née Digital Arts Network)^[15] to offer web development, community management, social listening, digital media strategy, and content creation.

SOCIAL AWARENESS

In addition to their established Disruption philosophy, TBWA\SMP adopted an in-house policy of “Creativity for Humanity”^[16], producing work that champions social good. Examples of this policy in action include, “Biggest Air Filter”^[17] for Boysen Paint, which showcased the brand’s air-purifying offering by decorating a major vehicular thoroughfare. Another example is ”Dirty Watercolor”^[18], which used water from the polluted Pasig River as pigment for paintings of the children living along those rivers.

NAVIGATING THE PANDEMIC

At the height of the COVID-19 pandemic, TBWA\SMP launched new business units to address clients’ needs within one of the world’s longest and strictest lockdowns^[19]. Among these were BOLT, a branding and design studio; JUICE, to make short form content; Eleven, for public relations and influencer marketing; and DLAB, in charge of digital product development and AI initiatives.

At the same time, the Agency spearheaded the “Ingat Angat” campaign, the single-largest brand collaboration in Philippine marketing history^[20], uniting competing brands to boost consumer confidence and promote strict government health and safety standards.

AWARDS AND ACCOLADES

Since its founding, TBWA\SMP has been recognized at local^[21], regional, and international creative festivals and award shows, scoring their first major win in 2003, when the agency won its first 4As Agency of the Year award, the first of three consecutive wins. As of 2025, the agency has won the award a total of thirteen times^[22].

In 2010, the agency’s Boysen “Flowers” won a Bronze Lion at the Cannes Festival of International Creativity^[23], marking only the second time a Philippine agency had won at the competition. TBWA\SMP would follow up the feat with Lion wins in 2011^[24], 2012^[25], 2015^[26], and 2018^[27], as well as a Palm d’Ors in 2017^[28].  

By 2016, TBWA\SMP’s forays into digital would earn the local industry’s first Webby Award^[29] (for Bench “Smells Like a Girl”), while in 2025, the agency would be named Digital Innovation Agency of the Year by Campaign Asia^[30].

^[1]  https://www.campaignasia.com/article/ex-fcb-affiliate-links-up-as-tbwa-philippine-shop/tfvrr5qdcr6dba1uloh3nbymtu

^[2] https://adage.com/article/print-edition/jean-marie-dru-disruption-destruction/305798/

^[3] https://www.adobomagazine.com/advertising-awards/tbwa-smp-25th-agency-of-the-year-awards/

^[4] https://www.scmp.com/article/104625/advert-ace

^[5] https://www.youtube.com/watch?v=w6LS38e4cYY

^[6] https://lifestyle.inquirer.net/315881/melvin-mangada-the-making-of-a-disruptor/

^[7] https://www.yelp.com/biz/tbwa-santiago-mangada-puno-makati

^[8] https://www.philstar.com/lifestyle/business-life/2004/04/05/245314/tbwasmp-lowe-philippines-bag-awards

^[9] https://trendland.com/boysen-paints-ads-philippines/

^[10] https://www.adobomagazine.com/philippine-news/tbwasmp-secures-3-one-show-awards-for-the-philippines/

^[11] https://www.campaignasia.com/article/hat-trick-for-tbwa-at-philippines-show/wb5ha88og66ceblv34n1ztbbh2#:~:text=JimenezBasic%20won%20the%20Best%20in,Ogilvy%20%26%20Mather%20and%20Y%26R.

^[12] https://www.adobomagazine.com/uncategorized/tbwasmp-moves-with-pride/

^[13] https://www.tbwa-smp.com/news/disruption-at-twenty-two-decades-of-tbwasmp/?utm_source=rss&utm_medium=rss&utm_campaign=disruption-at-twenty-two-decades-of-tbwasmp

^[14] https://www.youtube.com/watch?v=Skvul2c_6G4

^[15] https://lbbonline.com/news/ed-mapa-returns-home-to-tbwasantiago-mangada-puno-manila

^[16] https://www.brandinginasia.com/check-out-the-leaf-orchestra-in-sustainability-campaign-from-nissan/

^[17] https://adsspot.me/media/case-study/pacific-paints-boysen-philippines-the-biggest-air-filter-video-11b07a52345a

^[18] https://www.dandad.org/work/d-ad-awards-archive/dirty-watercolor

^[19] https://time.com/5945616/covid-philippines-pandemic-lockdown/

^[20] https://www.abs-cbn.com/life/10/08/20/companies-in-ph-start-advocacy-campaign-to-rebuild-consumer-confidence-amid-pandemic

^[21] https://4asphilippines.com/creative-brilliance-takes-center-stage-at-17th-kidlat-awards/

^[22] facebook.com/reel/1213097740578233/

^[23] https://trendland.com/boysen-paints-ads-philippines/

^[24] https://business.inquirer.net/4836/philippine-winners-in-cannes-lions-festival-bared#

^[25] https://www.campaignasia.com/article/cannes-lions-2012-apac-wins-6-gold-for-promo-activation-3-for-pr-2-for-direc/fzabvafsl3ooz0o1ujqdwcaa03

^[26] https://www.adobomagazine.com/philippine-news/tbwasantiago-mangada-puno-leads-phl-agencies-in-cannes-lions-2015/

^[27] https://www.adobomagazine.com/global-news/philippine-agencies-roar-at-the-cannes-lions-2018/

^[28] https://adsspot.me/awards/act-responsible/the-act-responsible-cannes-tribute-2017/3rd-favorite

^[29] https://campaignbriefasia.com/2019/05/02/tbwasantiago-mangada-puno-manilas-smells-like-a-girl-wins-the-philippines-only-webby-award/

^[30] https://lbbonline.com/news/Non-Stop-Experimentation-Is-the-Secret-to-TBWAs-13-Year-Win-Streak