Hakuhodo's IdeasXMachina names Shayne Madamba as managing director

IdeasXMachina Advertising (IXM), an integrated marketing agency based in Manila and part of the Hakuhodo International collective, has appointed Shayne Madamba (pictured) as its new managing director, effective immediately.

The appointment signals IXM’s intent to further strengthen its leadership position in digital and media-led marketing, as the agency sharpens its focus on innovation, accountability, and transformation for clients navigating rapid technological change.

Madamba brings more than two decades of experience across advertising, media, and digital transformation. She was appointed general manager of iProspect at the age of 31, building an early reputation for innovation-driven leadership.

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She later served as chief digital officer at HAVAS Ortega, where she led the agency’s digital operations and drove its highest-ever digital revenue growth. Her track record spans award-winning campaigns, business transformation initiatives, and jury appointments at major advertising and marketing festivals.

At IXM, Madamba is expected to play a central role in bridging traditional and digital disciplines, an area she has long championed. She previously launched the industry’s first Digital Transformation Certification, an internal upskilling programme designed to equip both media and non-media teams with practical digital planning and execution capabilities.

Beyond agency leadership, Madamba is also active in education and youth development. Since 2021, she has been teaching at the University of the Philippines Diliman’s College of Mass Communication, while regularly delivering keynote addresses at student congresses nationwide to encourage young talent to enter the marketing industry.

Jedd Ilagan, group CEO of IXM, said the appointment reflects both strategic need and cultural alignment. “We need Shayne more than she needs us. Her mathematical mind perfectly complements our goals of creative accountability in yet-known forms of media. Her strong female voice also evolves the company in all the good ways. That’s why we call her Dame. Dame Madamba. Give anyone ten like her and they shall rule the world,” he said.

Madamba said her decision to join IXM was driven by a desire to help reshape the agency model for the age of artificial intelligence. “Joining IXM is more than just a career move - it is a commitment to rebuild the agency for the age of AI. This means moving beyond experimentation and theory toward a Human–AI partnership that drives accelerated innovation and real business impact,” she said.

“My leadership focus is on effectiveness-led marketing, accountable creativity, and forging true client synergies grounded in our sei-katsu-sha philosophy. I am excited to help build a growth infrastructure that will reshape our network of talents, our operating model, and the commercial foundations of the advertising business itself,” Madamba added.

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