Fashion & Beauty Eclat I-van’s advertising day job didn’t stop him from taking on projects as Creative Director for prêt-à-porter & couture fashion shows as well as a fashion & beauty magazine. His background and network in fashion and beauty had earned him a reputation for effective lifestyle- and luxury-oriented communications and design. He was once tasked to lead McCann’s Beauty Group where he created the following remarkable campaigns: the launch of L’Oreal Paris TR5 which made waves in the local beauty advertising scene and the non-traditional, fashion-inspired integrated campaign for Nestle Non-Fat Milk. Integrated & Digital Experience He started out in tri-media, activation, packaging, shopper marketing, direct mail and ethical communications. He has also done events, stage and fashion show direction and magazine creative direction early in his career. His exposure and interest in different forms of media enable him to effectively consolidate different campaigns into one cohesive integrated experience. In recent years, he has had extensive digital experience (e-commerce, SEO optimization, website maintenance & creation, app development, social content planning & creation, Youtube Adwords advertising certification, etc.) for domestic, regional and global accounts. He effectively cascades campaign ideas end-to-end: from tri-media to social to e-commerce. Among his digital projects, most noteworthy are the following: a few social campaigns that hit 1M views in less than a day; a mobile-based learning tool for people with no physical access to educational establishments; and, last but not least, an out-of-the-box hair torture demo using an airplane’s turbine that was supported by a massive amplification in China. Today, he is taking up a diploma course in interior design to further his expertise as an experiential creative lead. Regional & Global Exposure He has successfully led Grey Group’s Global Business Unit based in Kuala Lumpur in 2014 to 2017 and now has also taken on the same leadership position in the Grey Group Indonesia Regional Hub, handling P&G’s Pantene business in some of its biggest markets. In his role in Saatchi & Saatchi Singapore, he also immersed himself in SEA regional accounts like Head & Shoulders, Rejoice, Olay and others. On top of that, he was Creative Director for the global group handling Safeguard. Given the above experience, he is able to transcend the boundaries of geography, culture, and language in creating successful campaigns for his clients, collaborating closely with teammates and colleagues stationed in offices across the globe.
Led creative strategy and execution for Pantene across Asia Pacific, driving brand growth through integrated campaigns tailored to diverse markets, including the Philippines, Indonesia, Thailand, and Vietnam among other markets. Developed and launched regionally aligned campaigns that delivered measurable results, including increased market share and brand love, while ensuring local market relevance. Played a pivotal role in Grey's Global Creative Council, contributing to award-winning initiatives, including a Cannes Lions Finalist Award for a breakthrough Pantene campaign that resonated with diverse audiences across the region. Oversaw multi-market brand initiatives, including the creation of compelling storytelling platforms, influencer-driven activations, and cross-channel media strategies that strengthened Pantene's position as a leading haircare brand in the region.
Crafted and delivered a winning creative pitch for Safeguard, earning client acclaim and securing a prestigious regional contract, cementing the brand's trust in innovative creative solutions. Achieved over 1 million views within 24 hours for the Safeguard "Pabaon Sa Buhay" campaign, showcasing exceptional audience engagement and digital strategy tailored to the market's unique needs. Led a cross-functional, international team at Publicis One, driving creative excellence across a portfolio of iconic brands, including Safeguard, Olay, and Head & Shoulders, and delivering innovative campaigns that resonated across APAC and China.
Promoted to Regional Creative Director (APAC) after one year of tenure as Associate Creative Director (ACD), recognizing exceptional contributions to business growth and award-winning campaigns. Pioneered iconic campaigns for Pantene, including Pantene VS Boeing 747, where hair was pitted against the world’s largest blow-dryer, and Pantene Hair On Ice, the first-ever interactive billboard on ice, which won multiple metals at Singapore’s Gong Awards 2015. Supervised 360° campaign efforts with teams across Kuala Lumpur, Singapore, and other ASEAN markets, ensuring seamless execution and strategic alignment. Spearheaded the ‘transcreation’ of materials into multiple languages, maintaining cultural relevance while preserving brand voice and integrity. Ensured visual consistency and equity by upholding Pantene’s guidelines across all platforms, driving cohesive brand experiences across markets. Led and crafted bespoke campaigns for China, delivering innovative projects tailored to the market's unique needs. One standout initiative involved a groundbreaking hair torture test that amplified Pantene's reputation for strength and durability through bold, attention-grabbing storytelling.
Directed the integration of multi-platform strategies from partner agencies into cohesive campaigns for AAI and GC, ensuring seamless alignment and effectiveness across all channels. Tasked with re-imagining the creative team structure, including talent acquisition, role assignments, and streamlining workflows to enhance efficiency and collaboration. Spearheaded the formation of Pantene’s digital creative arm, establishing a foundation for innovative digital-first campaigns and ensuring the brand's relevance in an evolving media landscape. Led the creation and production of award-winning initiatives, contributing to Grey’s Global Creative Council and driving creative excellence that resonated both regionally and globally.
Hybrid Creative Director, managing three disciplines—McCann WorldGroup, McCann MRM, and McCann Health—to champion seamless integration across media and deliver innovative solutions to client challenges. Pioneered non-traditional approaches to problem-solving, introducing integrated and digital thinking into health and wellness communications to expand creative possibilities beyond conventional advertising. Mentored and led a multidisciplinary team of copywriters and art directors, fostering a culture of innovation and collaboration to develop creative solutions that defied traditional marketing norms. Streamlined creative workflows and internal processes in partnership with account teams, enhancing efficiency and collaboration while aligning operations with business growth objectives. Restructured the creative organization to support business expansion, driving success in pitches and fostering interdisciplinary collaborations that strengthened the agency’s competitive edge. Contributed to business strategy and decision-making, playing a key role in resolving organizational challenges and aligning creative outputs with broader business goals.
Managed and mentored a team of copywriters and art directors, overseeing the creative process from idea generation to client presentations, material production, and final artwork. Responsibilities included testing and optimizing materials for digital platforms. Localized global campaigns for multinational brands such as L’Oreal Paris, Maybelline New York, Coca-Cola, Sprite, and RTO, ensuring alignment with local market insights while maintaining brand consistency. Led McCann WorldGroup Philippines’ Beauty Group, managing key accounts such as L’Oreal Paris, Maybelline New York, Nestle Non-Fat Milk, Nestle Fresh Milk, Nestle Chuckie, Nestle Fitnesse, and Bank of the Philippine Islands (BPI) Credit Cards and 24/7 Banking. Spearheaded the first and largest digital-based Integrated Marketing Campaign for BPI 24/7 Banking in 2012, “Get Out More” (www.getoutmore.ph), which surpassed KPIs and business targets by significant margins. The campaign also won Bronze for Awareness at the Boomerang Awards 2013. Led the groundbreaking digital Integrated Marketing Campaign for BPI Credit Cards, “Spend Happy Time,” in 2012, delivering exceptional results and contributing to business growth. Transformed L’Oreal Paris Philippines’ advertising efforts with a breakthrough 2011 campaign, including the Vignette Supermassive TVC, which became one of the highest-scoring ads in Millward Brown’s consumer link test in the Philippines. Launched the highly successful 4-Chamber Sachet Campaign, “Uno, Dos, Tres, Quattro,” for Vaseline Shampoo in 2009, establishing it as the benchmark for communication strategies for sachet formats across the category. Led the 2009 Ceelin Vitamins campaign, “Protektodo,” whose radio ads, “Pink Panther” and “Sipon, Ubo,” set new benchmarks for radio briefs at Unilab Philippines. The campaign’s "Sipon, Ubo" ad won Best Radio at Unilab’s Rave Awards 2009.
Bagged awards in the Philippine’s creative awards show with radio initiatives for Coca-Cola and Vaseline Shampoo (2006). Headed Coca-Cola’s “Yes!” campaign in 2007 at the height of unemployment in the Philippines. Geared towards the youth who were then entering the workforce, the campaign became Best Practice in Coca-Cola Philippines as it brought back brand love and loyalty to Coke amidst tough times. Adapted global campaigns to local culture for Coca-Cola brands—Coke, Sprite, Real Leaf, Minute Maid and RTO. Created the big idea and copy mnemonic, Pri-Ka-Knorr, which propelled Knorr Soups’ 2006 campaign to become the brand’s biggest and most successful to date. It won Best Creative Advertising Campaign in Unilever’s ABC Awards (2007). In addition, the campaign was so successful, its idea was used even after the account was transferred to a different agency. Was instrumental in the success of Vaseline Shampoo’s “Glowing Inside” 2007 campaign with a music video and a song that became the anthem of almost all graduating classes during that year. The campaign was highly influential to Philippine pop culture then and even till today--its theme song continues to be played in graduation ceremonies all over the country. Launched new products for Belo Essentials, a new and small player in the beauty category in 2008. Despite that, the campaigns threatened personal care giants, Unilever and P&G, and brought a relatively new brand to the forefront of the Philippine’s beauty industry. Accounts Handled: Coca-Cola, Sprite, Royal True Orange (The Coca Cola Export Corp.), Nestle All-Purpose Cream, Maggi, Vaseline Shampoo and Lotion (Unilever Philippines), Knorr Soups, Close Up, Selecta Walls (Unilever Philippines), EQ Diapers, ProKids Diapers