Mutant debuts in Manila with Dev Atinaja and Luckie Masbad leading push

Singapore-born agency Mutant has officially entered the Philippine market - its fifth Southeast Asian outpost - backed by two key appointments to lead its local charge.

For a consultancy building a reputation for “culturally intelligent, impact-driven communications,” the Manila launch marks a sharpened regional strategy at a time when local relevance has never been more crucial.

“The Philippines is a vibrant, fast-evolving market with so much untapped potential for brands to build real connections to a strong media landscape and digitally-savvy consumers,” said Joseph Barratt, CEO of Mutant. “What’s needed now is communications that are smart, strategic, creative, and commercially meaningful - and that’s exactly what we’re here to deliver.”

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The firm has appointed Dev Atinaja (pictured, left) and Luckie Masbad (pictured, right) as co-directors of the Philippine operations. The duo draws on solid experience within the local industry, tasked with embedding Mutant’s ethos into a market where traditional PR is being rapidly disrupted by influencer economics and shifting media behaviours.

Atinaja, whose résumé includes campaigns for global and regional heavyweights such as Lazada, McDonald’s, Epson, Nestlé, Bosch, adidas, and SM Supermalls, sees a communications industry in flux.

“The PR landscape here is shifting fast - with the rise of the creator economy and evolving media consumption, brands need to be bolder and more strategic in how they show up and get their messaging across,” said Atinaja. “Mutant’s approach is rooted in strategy, creative and real outcomes, and I’m excited to bring that mindset to local brands looking to grow with impact.”

Masbad, whose background spans social, events, and ATL executions, echoed that sentiment, with a nod to the growing demand for campaigns that balance authenticity with scale.

“At the heart of what we do is helping brands to connect with the right people; it’s not just about visibility anymore,” she said. “It’s about creating authentic moments that spark action and loyalty, crafting communications that work on a local level, but also align with brands’ broader regional or global goals.”

Mutant, which began as a lean operation in 2012, now counts over 80 staff members across Singapore, Malaysia, Indonesia, Thailand, and the Philippines. Its client portfolio spans technology, FMCG, finance, and lifestyle, among other sectors.

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