Creative rewired: PH’s advertising shift toward boutique specialisation

In the Philippines, a disruptive undercurrent is coursing through the advertising scene. Veteran creatives are leaving the traditional agency model behind, building smaller, more focused studios that reject the one-size-fits-all approach. These boutique shops - rooted in gaming, culture, sustainability, or hyper-local storytelling - are not just a reaction to changing media. They’re reshaping what it means to build brands, and what kind of work defines success.

And this isn’t a fleeting reaction. “It’s a cultural shift,” said Dionie Tañada, co-founder of Leron Leron Sinta, a creative house grounded in Filipino mass-market narratives. “As long as consumers value authenticity, connection, and relevance, there will always be a place for indie agencies.”

In exploring this shift, MARKETING-INTERACTIVE spoke with five independent agencies in the Philippines to understand what’s driving the movement. From creative autonomy to closer client relationships, these founders shed light on how - and why - they’ve chosen to carve out their own paths, and what it signals for the future of Philippine advertising.

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A flight from full-service

The traditional, integrated agency model, once the gold standard, is being challenged on multiple fronts - from client behaviour to evolving expectations. “The shift is undeniable,” said Raymund Sison, founder and creative chief at Lennon Group, a creative studio using ideas to spark social change. “We’re seeing brands lean toward specialist creative groups that offer depth over breadth.”

This depth, he noted, is particularly valuable in a world where platforms and audiences have become fragmented. “The rise of one-too-many platforms and niche communities won’t work with one-size-fits-all ideas.”

Clients increasingly want partners who speak the language of specific subcultures - whether that’s gaming, grassroots advocacy, or hyper-local meme culture. Joey David-Tiempo, founder of gaming-focused studio Octopus&Whale, described this shift as both practical and cultural. “Clients want partners who can jump in quickly, speak the language of the culture they’re trying to reach, and craft something that genuinely connects.”

While Lennon Group commits to full-time brand activism, Octopus&Whale operates at the intersection of gaming, experience design, and brand storytelling - emerging during the pandemic as a nimble, boundary-pushing agency.

“At the time, clients were looking for agencies with accessible leaders - people they could reach out to with real, human questions like, ‘What can I do if I don’t want to fire anyone but still need to advertise?’” recalled David Tiempo. “In a relationship-driven business, being small works to our advantage. It keeps us close to the work - and even closer to the people we work with.”

New rules of engagement

Agencies such as Tony&, co-founded by creative technologist Dale Lopez, believe the future lies in experimentation - especially across media, art, and commerce. “We’re a leaner team, so I get to be more hands-on, which I believe adds value to our work,” Lopez said. “As far as rewriting the rules, our focus is experimenting - tech, platforms, media, art - to see which solves the brief.”

Meanwhile, founders Nikki Golez and Julia Arsenal Dela Rosa of PassionFruit Creative Manila favour a model that prioritises long-term creative involvement. “We chose this approach because we wanted to create things that are lasting and meaningful. Having an expertise helps clients see you as a real partner,” said Golez.  She pointed out that specialist agencies bring a distinct perspective - one that brands are more likely to take seriously, precisely because they’re not expected to deliver the usual.

Dela Rosa added, “Advertising should be about making people feel and care. We care about people, brands, and communities getting the best that they can.”

These agencies are rewriting engagement around two key ideas: cultural fluency and emotional relevance. “Consumers now treat brands less like distant corporations and more like friends and family,” said Tañada. “Brand engagement is not about visibility anymore. It’s about relatability and timing.”

A networked future

In this new creative economy, scale looks different. Instead of sprawling in-house teams, specialist agencies build flexible networks - drawing from collectives, freelancers, and fellow boutiques.

“At Lennon Group, we are curating the best talent ecosystem around each project,” said Sison. “Independent collectives allow us to tap into hyper-specialised skills, whether it’s a creative technologist, a community organiser, or a plastic waste artist. It also democratises creativity, gives diverse voices a seat at the table, and lets us deliver with both craft and care.”

Octopus&Whale takes a similar modular approach. “We don’t pretend to be all things to all people, but we know the right people,” David-Tiempo said. “Whether it’s AI, influencer strategy, or large-scale production, we bring in partners we trust. The goal is to make it seamless for the client.”

This ecosystem mindset is deeply embedded in the indie scene. Leron Leron Sinta collaborates with fellow specialists such as Tony&, Lennon Group, and PassionFruit Creative under a loose network they affectionately call the “Mabuhay Collective”. It’s not just co-working - it’s co-creating and co-building.

The name “Tony&” carries this ethos in the ampersand - a symbol of collaboration that reflects the agency’s ever-evolving partnerships. “Whoever initiates the brief, gets to lead it. Creative collision is key for a project to work,” Lopez said. 

Structural gaps, strategic gains

Still, going boutique isn’t without hurdles. Many founders cited procurement processes, accreditation systems, and long payment terms as major barriers. “90-day payment terms? Brutal for a startup,” said David-Tiempo. “It’s hard to reinvent the game when everyone’s still playing by the old rules.”

Despite these challenges, boutique shops are winning business by offering what large agencies often can’t: speed, clarity, and intimacy. “Boutique agencies don’t answer to layers of bureaucracy,” said Tañada. “We can move quickly, adapt to trends in real time, and take risks without going through layers of permission.”

Brands, meanwhile, aren’t necessarily abandoning traditional agencies, but they’re seeking “open relationships” with specialists. As Golez put it, “They keep traditional agencies for general work, while turning to specialist agencies for something that they hope will go viral, or speak more authentically about how the brand does good.”

And this matters in a climate where marketing is expected to carry purpose. “There’s a huge demand for marketing with a mission,” said Sison, citing fresh data from the UN Global Compact. “Standing up for the world is a marketing power move. And has great business sense.”

The path ahead for creative talent

What does this mean for the next generation of creatives? The verdict is clear: it’s never been more open. “It means there are more options for them to choose from, and that’s a good thing,” said Lopez. “Whichever path they choose, young creatives can explore, experiment, fail, and try again,” Tañada added. 

For David-Tiempo, the shift seems personal. The younger generation “chooses agencies that align with their lifestyle, not just their ambition,” she observed. It’s a reflection of an industry in constant flux - and one that, she added, must keep evolving with it.

However, one thing is clear: wherever there’s an unmet need, there’s room for a new specialist. And for those who choose that path, the payoff is focus - proximity to the work, the culture, and the client, without the layers that often blur a bold idea.

Rizza Garcia, co-founder of Lennon Group, summed it up this way: “Specialisation isn’t about narrowing the focus. It’s about going deeper. It’s about being more intentional with the stories we tell, the communities we listen to, and the kind of impact we hope to make.”

Her advice to young creatives? “Stay close to your purpose, and keep making work you believe in. That’s where the real impact begins.” 

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