#IWD2026: How GIGIL's Margie Flores-Husmalaga turns lived experience into creative impact

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 Margie Flores-Husmalaga (pictured), partner and senior media director at GIGIL, as she shares the lessons that have shaped her journey.

Don't miss: #IWD2026: Why Publicis Manila's Cristina Tin Sanchez says women must stay big in the room

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?

Husmalaga: My first job came with a title that had more slashes than clarity: writer/producer/editor. (Exactly what’s written on my ID!)

In the office, my colleagues jokingly called me the “slasher” – because the role felt like doing everything, everywhere, all at once. At the time, I didn’t question it. I was a fresh graduate, eager and curious, and my mindset was simple: I’ll do whatever it takes just to be in the room.

So I showed up. For the next four years, I moved between roles: writing one day, producing the next, editing the next. It was chaotic at times but it was the best training ground I could have asked for, even though it was occasionally chaotic. Every position has its own demands, learning curve, and own ways of teaching you. 

What I didn’t realise then was that those “slashes” were quietly shaping how I see the industry today. They taught me that great work rarely comes from one discipline alone, it comes from understanding how everything connects.

Somewhere along the way, I discovered that writing was where my heart gravitated. I leaned into becoming a copywriter, and that role became the springboard into another world I fell in love with: digital performance marketing. Eventually, that path led me to where I am today, working on media with the most creative bunch of people from GIGIL.

Looking back, that first job taught me something important about ambition. It doesn’t always start with a perfectly mapped-out plan. Sometimes it starts with curiosity, with saying yes, with being willing to try things you’re not entirely sure about yet.

Not knowing exactly where you’re headed at the beginning is okay. In fact, figuring it out along the way is often the most valuable part. Show up. Do the work. Stay curious. Love what you do.

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? 

Husmalaga: There was a moment early in my agency journey when I realised that my perspective wasn’t just different but necessary.

We were in a strategy discussion for a campaign that, on deck, looked solid. The data was there, the creative idea was exciting, and the room was full of confident voices from a mix of Gen Zs and Millennials, those you typically see in an agency. But something felt incomplete to me. The insight we were building on didn’t fully reflect the audience we were trying to reach: Mothers! The women who would actually be making the decisions in that category.

Funny enough, suddenly I realised, “Hey! I’m a mom! How can my experiences be wrong?” (Anne Curtis said so: “I know the market because I am the market”). So I spoke up. I remember speaking up and reframing the conversation around how women, particularly mothers, actually experience that product in real life – the emotional, cultural, and practical context around it. Motherhood sharpens your awareness of people, priorities, and the realities of daily life. You start to notice the emotional and practical layers behind even the simplest choices.

Suddenly the room shifted. The discussion deepened, the creative sharpened, and the work became more meaningful. That moment made me realise that being a woman in the room isn’t just about representation but about perspective.

The lived experiences we bring, whether as women, leaders, or mothers, can influence how we interpret insights, how we read culture, and ultimately how we shape ideas.

In our industry, where the work is meant to connect with real people, those perspectives are incredibly valuable. Since then, I’ve learned to trust that voice more.

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?

Husmalaga: At GIGIL, creativity is always at the centre of everything we do. Even as a senior media director, my role isn’t separate from the creative process but rather revolves around it.

Media today is no longer just about placements or reach. It’s about how ideas live, travel, and resonate with people in culture. So when I work with my team, the conversation always starts with the same question our creatives ask: What’s the big idea, and then how do we make it impossible to ignore?

Once we understand the creative heartbeat of a campaign, media’s role becomes about amplifying that idea in the smartest and most meaningful way possible. That means identifying where the idea will feel most natural, where audiences are most receptive, and where it can create the most impact. In many ways, media helps turn a great creative idea into something people actually experience in the real world.

At GIGIL, the best work often happens when creative and media push each other – when media insights inspire creative opportunities, and when bold creative ideas challenge us to find new ways for them to live in the real world.

It’s a constant balance: protecting what makes a brand distinctive while finding fresh, culturally relevant ways for people to encounter it.

When that balance works, media doesn’t just distribute creativity – it extends it, strengthens it, and helps it travel further.

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?

Husmalaga: One of the best lines I read from one of my favourite creatives, Soleil Badenhop, was: When opportunity calls, you go through that door and leave it open for others. So let me borrow this a bit by saying: You basically don’t even have to ‘give’ anything, you just have to leave the doors open for others and for sure they will find their way. 

On another note, there was a point in my career when I was stepping into bigger leadership responsibilities while also navigating life as a mom. Like many women in our industry, I felt the quiet pressure to prove that I could do both well – to lead, to deliver results, and to show up fully for my team. At times, that balancing act can feel isolating.

What changed my perspective was the support system around me – mentors, colleagues, and teammates who reminded me that leadership isn’t about carrying everything alone. Sometimes it’s about trusting others, asking for help, and creating an environment where people feel empowered to step up.

That experience reshaped how I lead today. I realised that the best leaders don’t just drive performance – they create space for people to grow, contribute, and support each other.

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?

Husmalaga: I’ve been fortunate in many ways throughout my career, especially because I’ve had the opportunity to work with leaders who never saw gender as a qualifier for leadership. In the rooms I grew up in professionally, what mattered most was the strength of the idea, the clarity of the thinking, and the commitment to the work – not whether that voice came from a man or a woman.

That experience shaped my mindset early on. It allowed me to focus less on proving that I deserved a seat at the table, and more on showing up with perspective, curiosity, and conviction.

Because of that, one mindset shift I encourage women to make early in their careers is this: don’t wait for permission to take up space.

Even in environments that value merit, it’s easy to fall into the habit of holding back until you feel completely ready. But influence in our industry often comes from being willing to share your thinking, ask the uncomfortable question, or push an idea further than expected – even while you’re still learning.

Longevity, on the other hand, comes from pairing that confidence with curiosity and resilience. Advertising, media, and creativity evolve constantly, and the people who stay relevant are the ones who remain open to learning, adapting, and growing with the industry.

So my advice is simple: trust that your perspective already has value, own your voice early, and let the quality of your work speak for itself.

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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