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Groundbreaking Anti-OSAEC Campaign wins country's sole Gold at Spikes Asia 2025 PCW AND TRIBAL WORLDWIDEDDB GROUP PHILIPPINES'

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Anna Chua-Norbert

Hydz Enriquez

Maricar Manuzon-Angeles

Victoria Teylan

Clodene Abrigo

Tribal Worldwide Philippines' film entry at the Spikes Asia 2025 brought home the only Gold award won by the Philippines in this year ' s competition held in Singapore.The Total Experience™ agency served as the creative force in the Philippine Commission on Women (PCW) and DDB Group Philippines'groundbreaking campaign against Online Sexual Abuse and Exploitation of Children (OSAEC) consisting of a two-part short-film series dubbed "Family Business".

Inspired by real-life experiences, the series'short film"Play"was recognized for its compelling storytelling and effectiveness in shining a light on the urgent need for collective action to protect Filipino children from online sexual abuse and exploitation and its by-product,the Child Sexual Abuse and Exploitation Materials (CSAEM).Winning a Gold means the short film is considered the best in Asia-Pacific in its category,setting an industry benchmark for excellence.

Tribal also won the Spikes Asia 2025 Agency of the Year by Market award by obtaining the highest score among entrants from the Philippines.Held in Singapore this year,Spikes Asia is the region's oldest and most prestigious award for creative advertising.

As the Philippines continues to confront the harsh reality of OSAEC,the“#BeatOSAEC” campaign—through its awardwinning short films serves as a powerful catalyst for awareness, education,and policy action.The recognition at Spikes Asia affirms the strength of creative storytelling in tackling urgent social issues.

“Play”has earned more than just a Gold at Spikes Asia.It’s a clarion call for our nation to act now.PCW Chairperson Ermelita Valdeavilla said,“This award reaffirms our commitment to eradicate all forms of violence against children,especially OSAEC and CSAEM.We are deeply honored and grateful to DDB Group Philippines for their unwavering partnership in making this campaign a reality.”

“The fight to protect Filipino children is a national responsibility,and we stand united in this cause,”Valdeavilla said.

This campaign is also directly aligned with the advocacy of Philippine President Ferdinand Marcos Jr.,who has prioritized addressing OSAEC and CSAEM as part of his commitment to ending all forms of violence against children.

Gold Anvil Award– in the Public Relations Cause-Related/Public Awareness/Advocacy Category at the 60th Anvil Awards

Meritorious Technical Award of Excellence in the Values Category at the 12th Araw Values Awards

Bronze Award at ADFEST 2025 in Pattaya, Thailand

These accolades underscore the growing recognition of the campaign’s role in sparking national conversations on child protection and online safety.The campaign’s reach continues to grow,with increasing support from both public and private sectors.Ⓓ

Team LIA Salonga (Marc Erlwin L. Flores and Inna Kristabella O. Fortu) from DDB Philippines won the CLIENT'S CHOICE AWARD for their entry "Barrel of Shame" at the adobo LIA Young Creative Competition 2025. The new Client’s Choice Award is made especially for adobo Magazine’s partnership with the Creative Economy Council of the Philippines (CECP).

Congratulations!

InnaKristabellaO.Fortu|MarcErlwinL.Flores

DDB Group Philippines and its client partners,namely, the Philippine Commission on Women (PCW),the Department of Health (DOH), and the Mediaquest/Cignal TV were honored for their respective campaigns during the 12th Araw Values Awards held last night at the Aliw Theater,CCP Complex in Pasay City.

Receiving recognitions under the Araw Awards' Cornerstone Values Awards were:

The DOH and Tribal Worldwide Philippines'entry titled"Forgotten"Radio Spots that raised awareness on the plight of caregivers of patients with Alzheimer's;

The PCW and DDB Group/Tribal Worldwide Philippines'entry dubbed"Family Business" Advocacy Short Films that shine a light on online sexual abuse and exploitation of children (OSAEC);

The Mediaquest/Cignal TV and DDB Philippines (DDB PHL)'s entry called the"Fame Swap" campaign that rallied Filipinos to support all the athletes then competing at the 2024 Paris Olympics; and,

The DOH and DDB Philippines'entry titled"Biyaheng Kalusugan"Health Caravan that brought the festive promotion of healthy lifestyle through different health events nationwide.

Congratulations,everyone!

DDBGROUPHOLDS YEARLYCORPORATE PLANNINGINBAGUIO

DDB executives went to the City of Pines for their yearly corporate planning exercise. The state-of-the-art facilities and excellent service of The Manor Hotel owned by the MVP Group always exceed the DDB officials' expectations. The planning exercise paved the way and set the pace for another successful and impactful year for the DDB Group of Companies. More power! #DDBlessed

GREATWOMENFESTIVAL2025

DDB Group Philippines Chief Culture Officer and Founding Partner/MD of Bent and Buzz, Anna Chua-Norbert has welcomed this year ' s Women's Month with a great talk delivered in an annual event celebrating women,the Great Women Festival 2025.

Anna spoke of her experience as “child of owner”highlighting that many of family owned businesses struggle with succession, digital transformation,and adapting to new market demands.But she shared that the real challenge is ensuring that the next generation steps up.Without continuity in leadership and vision,even the strongest businesses can fade.

In the Philippines,family-owned businesses are the lifeblood of the economy,with at least 80 percent of enterprises being family-led.

Small and medium-sized enterprises (SMEs) make up 99.6 percent of all businesses, driving employment and economic progress. However,the reality is stark only 30 percent successfully transition to the second generation,and an even smaller 12 percent make it to the third.

Anna thus underscored that succession isn’t just about taking over it’s about taking charge of the future.Stepping into a family business isn’t just about inheritance it’s about responsibility,evolution,and purpose.

As children of business founders,people like Anna are in a unique position to modernize, expand,and sustain the legacy entrusted to them not just for their families,but for the people and communities that rely on these businesses for their livelihoods.

In an industry that thrives on bold ideas and transformative storytelling, the Gerety Talks with Omniwomen panel reminds us of the power of women-led creativity in shaping the future of advertising.

We are incredibly proud of Min Roldan, Creative Director of DDB Philippines, for representing us in this global conversation alongside inspiring women leaders from across Asia. As part of an all-female jury for the Gerety Awards, Min and her fellow panelists shed light on the challenges and opportunities in advertising today

from engaging Gen Z talent and navigating cultural complexities to ensuring that creativity remains meaningful,inclusive,and impactful.

As Min shared, “Creativity must move something whether it’s culture, business, or people. Our role as creatives is to challenge norms, break barriers, and tell stories that truly empower.” A huge thank you to Gerety Awards, Lucia Ongay, and Omniwomen for fostering these critical discussions and uplifting the voices of women in the industry. Let’s continue to redefine what creative excellence looks like!

DDBGroupPhilippines

VISIONARYLEADER BESTCOMPANY FORWOMEN

AnnaChua-Norbert

GroupChiefCultureOfficer, DDBGroupPhilippines

FounderandManaging Director, BentandBuzz

From March 10 to 21,five senior high school students from St.Therese College joined DDB Group Philippines for a work immersion program.DDB Work Immersion program with partner schools are designed to equip students with basic knowledge of advertising,marketing,research,campaign planning,and workplace dynamics.After two weeks of learning with their DDB mentors,our Theresian interns successfully completed the program.

TheDDBGroupteamwithAteneoCoSamembers.

DDBGROUPPHILIPPINESGOESTO ATENEOCOSA'SADEXPO2025

DDB Group Philippines'talent management team yesterday gave Ateneans a glimpse of DDB's fun and inclusive workplace with their very warm reception for visitors at their booth,and the games and prizes they prepared during yesterday's Ateneo CoSA’s Ad Expo/Agency Fair 2025!

DDB LENTEN RECOLLECTION

The"DDB Flourish in Faith"Lenten Recollection 2025 led by Fr.Francis Gustilo, SDB gave DDB employees,who attended the activity onsite and online,a time for spiritual reflection,deepening their relationship with God and strengthening their faith.

Easter Egg Hunt 2025 at DDB Group Philippines was egg-splosive fun! With each clue solved and egg found,we strengthened bonds and shared in the spirit of the season.Here's to more cracking good times ahead,DDBunnies!

John T. Lucas ChiefGrowthOfficerofDDBGroupPhilippines &ManagingDirectorofDDBPhilippines

7 THINGS 30 YEARS IN COMMS TAUGHT ME

We are in the business of relationships. Clients want strategic & creative partners who prioritize what’s best for their brands and business. Show sincere concern on your client’s brand and business.

LESSON#2

Be customer-centric: Know the interests and needs of our client’s customer. The customer should be at the center of everything we do.

We are in the business of adding value to client’s brand and customers. Clients need help in solving marketing problems. There is a business issue behind every advertising brief. Surprise your clients! LESSON#3

LESSON#4

The industry is changing rapidly. We must stay ahead of the curve.

Practice creativity and innovation. Deliver innovative, culturally-relevant ideas and creativity. Solve marketing problems with breakthrough ideas and innovative thinking. LESSON#5

LESSON#6

Be cost-efficient but never undervalue our services.

Be a master of basics.

DISTANCE ByCraigLonnee

Recently I’ve been examining our 2019 (preCOVID) and 2025 (post-COVID) Voice surveys.

A statement that consistently registers as an area of focus – I believe meaningful action will be taken as a result of this survey or I have seen progress towards positive change.

High psychological distance often leads to issues like job burnout, reduced commitment, and counterproductive work behaviours, all of which negatively impact organizational performance.

I’ve heard candidly from agency leadership in the past –“ we have well considered growth and Voice focused strategies, which we never seem to find the time to follow and action”. Quoting Benjamin Franklin, a American polymath, writer, scientist, inventor, statesman, diplomat and political philosopher –“well done is better than well said”.

I believe if our people don't see change after giving feedback, they feel emotionally distant and ignored. Regular discussions surrounding operational challenges builds connection and shared purpose. If these discussions don't happen, our staff feel disconnected from DDB Group PH’s bigger picture a classic symptom of distance.

So today I’d like to talk about distance as a behavioural problem at work. Psychological distance refers to how emotionally and cognitively close employees feel to their organization.

Physical distance (such as remote work or employees being spread out) can reduce daily contact, informal communication, and voluntary collaboration, making teamwork and decision-making more difficult.

The Voice survey facilitators offer this commentary.

“Is work from anywhere really working? On paper, WFA (Work from Anywhere) should feel more relaxed: No traffic

Less daily cost

More flexibility

But here’s what’s happening: Boundaries have blurred. People work longer hours because home = office. Workdays are longer, not lighter. Social connection is weaker. Staff miss bonding, energy, laughter, affirmation. Connection has faded.

Invisible labor grows. Managers don’t see the effort - only outcomes. People feel isolated, not rested.

Creativity feels transactional. Remote work can reduce serendipity and collaboration. Creativity feels mechanical.

What we saved on traffic, we lost in energy, recognition, and real culture.

So yes, flexibility is valued - but without human energy, it can become isolating and exhausting”.

It’s not for me to put a view on the merits or otherwise of WFA, I’m simply saying every strategy is consequential.

Professional distance can also become problematic if boundaries are either too rigid or too blurred, potentially leading to conflicts of interest or misunderstandings.

Consequences of excessive distance

Employees with greater psychological or physical distance from their organization are more likely to feel disengaged, less committed, and less likely to go beyond their basic job duties.

A trusted colleague told me recent research has shown that post-pandemic, traits like approachability, empathy, and authentic communication have become even more critical for leaders to effectively motivate and engage their teams, especially as physical presence doesn’t always equal psychological presence.

Through coaching, leaders need to bridge both physical and psychological distance,

fostering trust and genuine connection regardless of where work happens.

High behavioral distance (a gap between expected and actual behaviours) is associated with ‘exclude’ relationships, where employees feel disconnected and are less likely to contribute positively to the organization. Reduced proximity and interaction can lead to communication breakdowns, lower morale, and decreased productivity.

Some questions for you to ponder surrounding distance at work.

Physical distance

How does the geographic distance between teams, leaders, and clients impact collaboration and decision-making?

Are there ways we can bridge physical distance to maintain a sense of presence and connection?

How often should in-person interactions occur to sustain strong working relationships?

What rituals or habits could we create to make remote, or hybrid teams feel closer?

How might physical distance affect trust, and what can we do to proactively build and maintain it?

Psychological distance

Are employees comfortable sharing honest feedback with leadership? If not, why? (I know we’re all comfortable giving feedback through Voice. It’s just that there’s not enough action arising).

Do our organizational structures and titles unintentionally create barriers between people?

How does power distance (the perceived gap between leadership and frontline employees) affect innovation and initiative?

Are we aware of unspoken tensions or fears that might exist between different levels or departments?

How can we create more opportunities for genuine empathy and understanding across the organization?

A couple of thoughts to knock down walls and build bridges.

Walk a mile in my shoes

Goal: Build empathy across levels.

How: Each leader picks a frontline employee or peer and spends a day or a few hours shadowing their workflow, or interviewing them deeply about challenges, feelings, and hopes.

Debrief: Share reflections on what surprised you about their experience, and what barriers (physical or psychological) showed up.

Distance mapping (inspired by an exercise within our PTM Playbook)

Goal: Visualize real and perceived distances inside the organization.

How: On a big virtual whiteboard or physical board, plot out departments, teams, clients, and leadership. Draw lines representing how close or distant the relationships feel.

Debrief: Discuss which connections need strengthening and brainstorm how to do it.

Anonymous letters (inspired by the Leadership Lifelines exercise)

Goal: Surface unspoken thoughts and feelings safely.

How: Invite employees (or even leadership peers) to write anonymous notes to leadership answering prompts like:

“One thing I wish leadership understood about my experience is ... ”

“The biggest barrier I face in working with leadership is ... ”

Debrief: Leaders read and discuss themes together, focusing on learning, not defensiveness. TBS