Filipino Creativity Shines at DTI New York Forum

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NEW YORK— The Department of Trade and Industry (DTI) celebrated the ingenuity and leadership of Filipinos in the global creative economy during the “AD-vancing Filipinnovation: Filipinos as a Global Creative Force” forum on Jan. 22.

Held at Kalayaan Hall in 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 gathered 150 attendees for keynote speeches and a panel discussion that highlighted the impact of Filipino professionals in marketing and advertising. Speakers explored how Filipino creativity transforms industries, elevates brands, and reshapes global storytelling.

Badong Abesamis of GIGIL shared how the agency’s creative campaigns have turned brands into household names in the Philippines. He also discussed GIGIL’s expansion into the U.S. market, proving that Filipino creativity thrives on the global stage.

Meanwhile, Vince Lim of Dentsu Creative explained how his Filipino heritage has influenced his approach to crafting globally resonant campaigns. He emphasized the role of cultural sensitivity and diverse experiences in innovative storytelling, citing projects such as the “Fearless Girl” campaign in New York and brand revivals for Kraft and Mr. Peanut.

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

• Lisa Angulo Reid, CEO and co-founder of Dear Flor, discussed how she blends Filipino flavors such as ube and calamansi with cannabis products, breaking barriers in a growing but often controversial industry.
• Jon Luigi Caña, a Cebuano immigrant and senior marketing manager at LinkedIn, explored how personal identity shapes brand storytelling and how professionals can leverage LinkedIn for career advancement.
• Izzy Manaloto, client partner at Fandom, examined how Filipino values influence pop culture and media, offering practical guidance for aspiring creatives.
• Ralph Roma, an XR design consultant and 3D generalist, shared his work on the Sentro Rizal Metaverse Museum and insights into excelling in fields such as 3D design and virtual reality.

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

Trade Commissioner Benedict Uy encouraged Filipinos in New York to take pride in their heritage as they excel in their fields.

He urged them to seize opportunities to showcase Filipino talent and highlighted the Philippines’ strong business process outsourcing industry, which supports companies in creative design, advertising, and marketing services.

The forum is part of the groundbreaking “Filipinnovation” series, which recognizes Filipino creativity and leadership across industries while inspiring the next generation of innovators.