IXM Hakuhodo wins 4th consecutive Gold in Campaign Global AOY Awards

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MANILA, PHILIPPINES — In an era where a focus on infrastructure and technology can often overshadow employee empowerment, IXM Hakuhodo’s fourth consecutive Gold for Talent Management Team/Person at the Agency of the Year Global Awards sends a powerful message: The human imagination is still the greatest resource.

This philosophy is not just rhetoric; it’s backed by tangible actions that have consistently earned accolades for the agency. While others pour resources into cutting-edge technology and state-of-the-art infrastructure, IXM Hakuhodo complements its investments in these areas with a steadfast belief that people are the heart of innovation.

This fourth straight Gold win, coupled with a Bronze for Best Place to Work, is a testament to the agency’s balanced strategy.

We chatted with IXM Hakuhodo Group Chief Executive Officer Jedd Ilagan and Founder and Chairman Third Domingo to get their reaction: “It’s us walking the Sei-katsu-sha talk,” shared Jedd. “It’s understanding that every member of the team is chasing after their own horizon, and empowering them to get there.”

Jedd Ilagan, who was hired as an industry first-timer in 2013 and named CEO in 2023, added: “As our Hakuhodo colleagues would say: Aspirations unleashed are the lifeblood of success in the creative industry. There’s an energy in everyone’s dreams – whether it’s the consumer, or our team members here at IXM. You let that energy flow and see where it leads; that’s how the magic happens.”

“This is the way business in the creative industry should be done,” said Third Domingo. “Employees who live more fully in every dimension of their life will always come up with better ideas. So treating them with dignity, working to empower them, is not only more humane. It also has solid strategic yields.”

Beyond these current wins, members of IXM Hakuhodo’s team have also won four of the last eight Southeast Asia Young Achiever of the Year awards, and have consistently produced runner-ups and finalists in the same category.

“Those wins showed that young Filipino advertisers are the best in the region. And the fact that they all come from IXM Hakuhodo means we produce the best of the best,” Third continued.

“Almost everyone on our management team is homegrown,” added Jedd, who emphasizes that, “they’re not just Filipino – they grew up, learned the ropes, and matured in the industry in-house here in IXM.”

“Others look at us as a farm agency; many of the young talents developed here at IXM end up as leaders in other agencies. We’re happy they’re finding their place outside; we actually encourage them to explore and gather experiences in other agencies and even other industries,” commented Third.

“These are all our mentees and friends, so of course their personal and professional growth come first.” Jedd emphasized. “It’s also a way for us to find out how we can further refine our ways of working.”

“In fact, a lot of them come back at some point in their careers. We call it ‘return over churn.’ They learn here, they head out and learn more in other agencies, then they come back, and we welcome them with open arms,” Third explained.

“These homecomings have happened so many times in our history. It’s a point of pride for us. It means we’re doing something right, that our teammates continue to seek out the dynamic we have here even after they’ve had their adventures elsewhere,” he added.

In announcing the award, the organizers cited IXM Hakuhodo for its transformative leadership restructuring in 2023, which aligned the agency with the modern hybrid workplace: the Sei-katsu-sha House, which provides industry-first living spaces for geographically-challenged employees; and its three-month Learn to Unlearn Program which emphasized continuous learning and team dynamics. The IDEASXMACHINA Command Center, the largest data center in Metro Manila among creative agencies, was also mentioned in the citation, as was their Haba Healthy Life Program, which funded initiatives for physical and mental health and underscored IXM Hakuhodo’s holistic approach to employee well-being.

The recognition underscores the agency’s commitment to its employees, with its efforts resulting in a 53% reduction in attrition rates, proving that investing in employee development and well-being fosters loyalty and professional growth. By focusing on its most valuable asset – its people – IXM Hakuhodo is not only retaining talent, but also attracting new clients and contracts on a global scale.

In a world obsessed with the next big tech breakthrough, IXM Hakuhodo reminds us that the true source of innovation lies within the human imagination. This is a lesson the industry would do well to remember.