MANILA, PHILIPPINES — Creative agency Publicis Manila has appointed Cristina “Tin” Sanchez as Executive Creative Director. Tin is an experienced creative leader who has spent many years in Manila and six other markets working in major agencies around the world — Ho Chi Minh City, Kuala Lumpur, London, Chicago, New York, and, most recently, Singapore. Now, Tin is back home to lead the charge in raising the agency’s creative profile and helping fulfill clients’ higher ambitions.
Tin has handled multiple categories on different scales for global and local brands such as Johnson & Johnson, Modess, Pfizer, Dove, and McDonald’s, and has a career spanning 24 years in the industry. She was the first Filipino copywriter to win a Cannes Lions in 2003 for the Direct Category and a Gold Cannes Lions in 2007. She is also jointly responsible for iconic Filipino campaigns such as DOT’s “It’s More Fun In the Philippines” and Bayantel’s “Lola Techie,” the country’s first-ever social-media-led campaign, as well as Pantene’s “Labels Against Women,” the first local campaign to have reached global audiences organically in 2024. In 2020, she was inducted into the Hall Of Fame of the Creative Guild of the Philippines. Her recent local campaigns were developed for the Commission on Human Rights of the Philippines and GoTyme Digital Bank.
“Different countries and cultures can produce different creative approaches. In the Philippines, we learn to find ways to solve clients’ problems. Creativity is more than a matter of self-expression; it’s also often a matter of survival. This creates a distinct brand of creativity I want to nurture and understand further, having gained different perspectives from many markets. Diskarte, or strategy, is not an AI capability just yet — and it’s worth maximizing towards exciting, new results.”
Ena Samaniego, General Manager at Publicis Manila, revealed, “Meeting Tin for the first time felt like fate. She understands exactly what Publicis Manila needs. With her maturity and experience, we’re confident we can achieve remarkable results for our clients quickly.”
Raoul Panes, Chief Creative Officer at Publicis Groupe Philippines, shared, “I first worked with Tin when she was a copywriter. Back then, it was evident that she is very passionate in mining the best ideas and crafting them to perfection. Her skill set has brought her to many markets abroad. I am very happy that I get to work with her here in the Philippines again. We are looking forward to the new creative energy she will bring to Publicis Manila.”
