Melvin M. Mangada
TBWA\Santiago Mangada Puno
Chief Creative Officer
The first Hall of Fame member of 4A’s Creative Guild of the Philippines, Melvin led the agency to its record-breaking sixth 4A’s Agency of the Year and seventh Best in Creative Awards in 2017.
Highly regarded for raising the flag for Philippine Creativity around the world, Melvin is this year’s Campaign’s Creative Person of the Year for Southeast Asia, an honor he previously received in 2015.
His agency is consistently the most award-winning agency in the Philippines, earning recognition from like Gunn Report, The Work, Cannes Lions, Webby Awards, D&AD, London International Awards, One Show, Adfest, and Spikes Asia. Adobo, Asia’s leading publication for advertising community has ranked him as Philippine’s top creative 4 times, including a back-to-back win for 2015 and 2016. He has served either as Jury or Jury President in the most important advertising festivals in the Philippines and around the world.
Melvin spearheads innovation within the agency, introducing services unprecedented in the Philippine advertising industry. He set up How’s Everything, the first full-service production house in an advertising agency in the Philippines.
To democratize creativity, he dissolved the creative department, allowing everybody from account management to creative department to collaborate and create solutions.
Melvin takes pride in nurturing creative talents. He created a talent development program for called TBWA\academy to train the next-generation of creatives for the industry. He also set up TBWA\ talent fund to support talented advertising students of universities in the Philippines with full scholarship.
Beyond advertising, he lends his talent to help his community. He serves as adjunct professor of advertising at the College of Fine Arts of University of the Philippines, and a Board of Trustee of Bright Halls, a non-profit orphanage and Canvas.ph, an organization that promotes reading among children in disadvantaged communities.