Meet the CEOs: Hakuhodo/BCi Group's Gemma Alcantara

For Gemma Alcantara (pictured), CEO of Hakuhodo/BCi Group, leadership begins and ends with people. This is a belief that underpins not only her management style but the way she views the entire business of advertising. To her, every team member entrusts their growth, their future, and their families to the organisation, and it’s a responsibility she doesn’t take lightly.

Alcantara’s vision of leadership is rooted in service – the idea that every individual, not just those in management, can be a self-leader. It’s a philosophy that transforms units into what she calls “high-performing teams that deliver joyful work.” It’s this people-first mindset that continues to shape Hakuhodo/BCi’s creative output and client partnerships across the Philippines.

MARKETING-INTERACTIVE: What was your first job?

I have been in advertising my whole working life.

I entered the industry as a trainee in one of the country’s top agencies at that time, Basic/FCB, as part of their AdSchool – a training programme for select fresh graduates entering the industry. I was very proud to be part of this A-list batch of rookies. We were awed by all the brilliant minds in the agency, mentoring us with pride that rubbed off on us. Some of my very close friends to this day are people I met in AdSchool.

MARKETING-INTERACTIVE: What was your first role in advertising?

After AdSchool, I stepped into a real-world position as an account executive. The agency was fast-growing and it seemed that everyone was working on huge pitch wins. I was assigned one of our newest acquisitions, Mitsubishi Motors – which disciplined me from the get-go. It became the seed for building an entirely new division in the agency that was fast populated by more pitch wins.

MARKETING-INTERACTIVE: What was your first impression of advertising?

Basic was a fun, people-centric company that didn’t feel like a company. We were a big family of friends who worked and played together.

I saw advertising as an industry where I could leverage my passion for teamwork and creating great things together – rooted in human values that lead to brilliant, highly relevant, and surprising work.

MARKETING-INTERACTIVE: Who was the mentor who influenced you the most, and how?

Basic then was led by two of the industry’s most iconic stalwarts, and I learned so much from them.

Our president, Minyong Ordoñez, a brilliant, down-to-earth creative who taught us never to take ourselves too seriously, but instead, take the welfare of others seriously. Be observant. Be true to what people need. Empower. Be surprising.

Our chairman then was Tony Mercado, who was a firm but equally creative businessman who infused discipline and values into all that we did. Much of what I believe in and practice today came from him as well.

MARKETING-INTERACTIVE: What’s the harshest criticism you’ve received, and how did you cope with it?

I remember working with a senior client who said I was too young a woman for my role, even as I was being promoted to my next position. The comment motivated me to always be the best in all that I do. I couldn’t argue with my age then. So I just worked hard and kept proving to myself and my colleagues that I deserved my achievements.

MARKETING-INTERACTIVE: Describe your own management style now as a leader

People come first. All the time. Our colleagues entrust their growth, their future, their families to us. Everyone knows our work is hard enough, and we are not able to control all the factors at play.

Making sure that they are happy and fulfilled in their work is important. We cascade this to all our team leads and those we develop as leaders internally.

MARKETING-INTERACTIVE: What’s one thing you wished employees understood about being a leader?

Leaders are not just those in so-called management positions. Everyone is challenged to be self-leaders who serve the needs of their colleagues, their clients, and ultimately the work.

Employees who understand that leadership is service, emulate the same with their team members. And when team members serve each other, they unify into high-performing teams that deliver joyful work – that works.

MARKETING-INTERACTIVE: What do you do during your free time?

Whenever I can, I spend time with family, friends, or friends who have become family – wherever in the world we may find each other. I’m a bonding travel junkie! I am grateful for today’s technology that enables us to work from anywhere.

MARKETING-INTERACTIVE: Where do you find your inspiration?

I am inspired by our teams – in taking people further, learning with each other as they grow into their own next-level roles, conjuring their best work day after day. I am encouraged every time I see them make their own and their families’ dreams come true.

MARKETING-INTERACTIVE: If not in advertising, where would you be?

I ask myself this question all the time; and the answer changes every time too!

These days, I’ve been fascinated by the transformative interplay between technology and human ambition. I would love to be part of some life-changing innovation that creates meaningful change for the world.

Having started my career in the analogue era, I was not able to devote my curiosities to this kind of work early on. But who knows? It’s never too late!

MARKETING-INTERACTIVE: What advice do you have for someone looking to start a career in the industry?

Don’t! Hahaha.

Seriously, if you are looking for glam, or an easy time, don’t bother. This industry is a lot of hard work that should be dedicated to transforming lives, and empowering brands to do so. Fulfilling the goals of both business and society is no easy task. So if you’re looking for challenge, creativity, growth, endless opportunities to dream and have fun while you’re at it, come join us!

MARKETING-INTERACTIVE: What issue would you like to see the industry change in 2025?

Unfortunately, many clients still see advertising as a cost item that is the first to go during tough times.

I wish for our work to be treated, instead, as an investment – a partnership accountable to ROI that we co-create with brands, as they help shape a human-centric future.

I understand that this entails agencies to also change the way we work. As I am never one to back off from a challenge, I’m committed to continuing this effort with our team at Hakuhodo – a network that puts resources behind people’s aspirations. We can be great partners for our clients who want to make a difference.

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