#IWD2026: Why Publicis Manila's Cristina Tin Sanchez says women must stay big in the room

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 Cristina Tin Sanchez (pictured), executive creative director at Publicis Manila, as she shares the lessons that have shaped her journey.

Don't miss: #IWD2026: dentsu's Pamy Velilla-Hernandez on care, conviction, and leading with heart

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?

Sanchez: My first job was in a direct marketing agency called BCD Pinpoint. I was 22 and writing and proofreading mailers. About a year later, we won the Philippines’ first ever Cannes Lion for the Direct Category, for a campaign that helped continue the operations of the Philippine Animal Welfare Society.

I had dutiful mentors who taught me audience empathy and the discipline of direct, which became foundational to my career. Early on I learned to think not just about word count, but making every word count. And to not just wait for opportunities but find them in problems.

After that campaign, I moved to a big agency where I met even more amazing mentors who made creativity the centre of gravity in my life, and I loved that. It was nerve-wracking, but every brief was an exciting challenge. We had to come up with ideas that would wow our CDs and our chief creative, and for me, that felt like play.

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?

Sanchez: At some point, I ended up moving to other countries – Malaysia, the UK, the US – as a creative leader. I quickly learned that many leadership rules and ‘techniques’ didn’t always apply to someone like me.

Owning the room, projecting gravitas, being persuasive – these things require calibration in another country with different social codes and communication styles, and especially if you’re a small, Asian woman. This was over 10 years ago, times were different. I learned the hard way – and more than once – to find my voice and trust it. I’ve experienced equal amounts of spectacular successes and failures, and that has created a self-assurance that now feels real and solid.

I trust myself, not because I’ve never made mistakes, but because I’ve made enough mistakes to know they don’t destroy us.

They can make us better people, better leaders – not inflamed with ego and the illusion of infallibility, but more grounded and centred.

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?

Sanchez: I challenge and inspire the teams. My approach is creative coaching, a bit like a gym coach who encourages you to do one more rep or increase the weight next time. I share creative methods, pass on mental models, and try to understand individual natures. But I also watch out for everyone - including myself - getting too comfortable with comfort. That’s where mediocrity quietly slips in.

Recently I’ve taken an interest in cognitive diversity, the idea that different brains process the same things differently. Understanding thinking styles has helped bridge teams and improve team performance.

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?

Sanchez: In every country I’ve lived in, I’ve found women who support me, and whom I support in return. We share similar values, goals, and a natural chemistry. You don’t really have to force or overthink these things. When you’re open to human connection, more often than not, they tend to happen naturally. And when that happens, giving and receiving support becomes easy and spontaneous, along with the growth that comes with that.

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?

Sanchez: No matter what happens, don’t shrink. Your empowerment inspires and protects others. Your courage and success lift others up. Life needs you to be big.

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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