#IWD2026: dentsu's Pamy Velilla-Hernandez on care, conviction, and leading with heart

In the fast-evolving agency world, women are not just participating – they are rewriting the rules. From navigating emerging technologies to steering bold creative strategies, female leaders are proving that influence comes from both vision and action.

This International Women’s Day 2026, MARKETING-INTERACTIVE spotlights inspiring Philippine female executives who are redefining leadership in the country’s agency landscape. Hear from Pamy Velilla-Hernandez (pictured), managing director of dentsu Creative Manila, as she shares the lessons that have shaped her journey.

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MARKETING-INTERACTIVE: Take us back to the very start – what was your first job, and what did it quietly teach you about ambition, resilience or leadership?

Hernandez: I was a masochist account executive through and through ever since my first job at Lowe Inc. many years ago! I was drawn to this side of the marketing industry as this was deemed as the “fun side of marketing” and rightfully it has been.

Agency or account management life requires you to bring out your competitive spirit because you naturally want to achieve the goal or objective or tasks you need to do, whether it was to make the break-date deadline or to create an impactful IMC plan or to even position yourself as a partner to your clients.

This competitive side led to a natural progression of my leadership. After a year, I was promoted. Then year on year I saw myself wanting to be an industry leader. They say being in advertising is not for the weak because it will test not just resilience but also your tenacity for unpredictability and rejections.

MARKETING-INTERACTIVE: Was there a defining moment in your career when you realised your voice – particularly as a woman – carried unique value in the room? What happened?

Hernandez: I had the privilege of being surrounded by women leaders in all the agencies I’ve worked in, dentsu being fourth. This opened my eyes and inspired me to become a woman leader myself.

But to be heard loud and clear are not always done. So, within everyday boardroom discussions are where I can freely say my point of view and beliefs without hesitation. I believe my voice and strong opinions contribute to our impactful communication plans.

MARKETING-INTERACTIVE: Today, as an agency leader, how do you support and challenge your team to strike the right balance between pushing brands forward and protecting what makes them distinctive?

Hernandez: I encourage them to care. Care for their work, care for the clients and brands they work with, and of course for the people they work with.

Today, when it is easy to give up, let go and just float to exist, caring for their actions help them make “logical choices” that will eventually contribute to their own brand of leadership.

MARKETING-INTERACTIVE: This year’s International Women’s Day theme, “Give to gain”, centres on mutual support. Can you share a moment when giving – or receiving – support changed the trajectory of your leadership?

Hernandez: It’s the everyday work that we need to practise giving to gain something in return. It’s choosing to be more respectful even when scenarios test our patience and emotions.

It’s giving priority of your team’s welfare other than your own personal gain. It’s being kind at work when being one is rare. In doing these, the gains and returns are a hundred-fold – people stay longer, brands and clients value your partnership.

MARKETING-INTERACTIVE: For women who aspire to lead in this industry, what is one mindset shift they must make early if they want to build both influence and longevity?

Hernandez: Just go for it! Listen to your gut because as women, our intuition game is strong. And don’t allow anyone to dull your sparkle!

Join us on 21 May 2026 at Content360 Philippines and be part of the honest, hard-hitting conversations redefining content effectiveness in an AI-shaped, zero-click world!

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