MANILA, PHILIPPINES – As an agency brave enough to address the elephant in the room, Initiative Philippines recently hosted a “Fireside Chat” series, bringing together clients, industry experts, and partners to spearhead the responsible integration of AI in media advertising. The event underscored Initiative Philippines’ belief in the power of media in reshaping the industry and in orchestrating a brand’s entire consumer experience.
The insightful expert panel dove into the history of AI in media and its transformative role in content creation and campaign optimization. The session also served as an introduction to Interact, IPG Mediabrands’ proprietary AI tool, and how it is used in line with Initiative’s Fame & Flow communications design principle.
“True to our namesake, this event is fueled by our initiative and dedication to help our clients be ahead of the industry through thought leadership engagements. We aim to empower them to embrace AI and collaboratively develop campaigns that harness its transformative potential.” stated Melody Laogan, Managing Director of Initiative Philippines. “It’s equally impressive and important that our partner agencies like Initiative lead the charge in the responsible use of AI in media advertising. When done right, we believe tools like Interact can be utilized to create impactful, agile, and data-driven campaigns,” added Ray Guinoo, AVP Marketing for Century Pacific Food Inc. Tuna Division.
Through this groundbreaking event, Initiative Philippines not only demystified AI but also reinforced IPG Mediabrands’ focus on craft and human ingenuity as the ultimate driver
of technological potential. The session ended with a powerful commitment to leverage AI as a tool to amplify, not replace, strategic human thinking in the dynamic world of media advertising.
