Two advertising industry leaders shared expertise on client-agency collaboration at the “Ready, Set, Row!” seminar, held February 4 at Polytechnic University of the Philippines’ Bulwagang Balagtas. The event, organized by BAPR S1NAGTALA as part of the 21st AdCongress, drew 342 attendees from various universities.
Yamaha Motor Philippines Marketing Communications Senior Supervisor Jennifer Sario-Perey highlighted the critical role of alignment in successful campaigns. “Great campaigns don’t happen in isolation. When clients and agencies share a vision, they create not just results, but lasting success,” she said. Sario-Perey emphasized how trust, transparency and clear communication shape effective client-agency relationships.
Dentsu Creative Philippines Creative Director Wacky Torres demonstrated how embracing routine tasks can spark creativity. He cited the PayMaya tutorial campaign, which gained traction by focusing on scammers rather than merchants. Torres also shared how his team turned a viral conditioner meme into an opportunity to win a new client.
During the panel discussion, both speakers addressed how client-agency disagreements can strengthen the creative process through effective communication and alignment.
The seminar showcased how strong partnerships, creative thinking and attention to detail drive success in today’s advertising landscape. Students and media professionals gained practical insights into the dynamics between brands and agencies in creating waves and impactful campaigns.
