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Ep. 01: The PANATA of Modern Advertising: Creativity with Purpose

September 15, 2026

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Show Notes

In this episode, host Ibarra Villaseran sits down with advertising industry veteran Chrissy Roa, Communications Head of AyalaLand and the 2025 PANA President. Chrissy shares her inspiring journey—from her roots in advertising, to pausing her career to focus on family, and eventually coming full circle as a client-side leader. Together, they explore how today’s advertisers can rethink and redefine the classic 4Ps of marketing to stay relevant in a rapidly changing landscape. Chrissy also talks about championing the PANATA Awards, inspired by the “vow” of every Filipino advertiser to uphold values that shape campaigns—striking the right balance between creativity and responsibility.
 
Key Topics Discussed:

  • Career journey from ad agencies to Ayala Land Estates

  • Memorable Lesson: Always give 101% effort

  • Founded South Kids International School for mainstreaming special needs

  • Shift in purpose: from brands to lives to communities

  • Pandemic move to Ayala Land, embracing community-building

  • Vision as PANA President 2025 with 4 P’s — Purpose, Passion, Performance, Progress

  • Launch of Advertiser’s Creed (PANATA) to unify industry values

  • PANATA Awards 2025 with new categories and easier entry

  • GMMs as vital for learning, networking, and connection

 

Episode timeline:

00:01:14 – Falling in love with advertising

00:03:30 – Journey through top ad agencies like JWT, McCann and more

00:04:02 – Key lesson from her former boss: always give 101%

00:05:29 – Believing in the transformative power of brands

00:07:25 – Eleven-year hiatus to focus on family

00:11:09 – Founding South Kids International School

00:14:40 – From building brands to shaping lives

00:16:22 – Realization: purposeful impact through communities

00:19:22 – Redefining the 4 P’s: Purpose, Passion, Performance, Progress

00:22:05 – Introducing the Advertiser’s Creed (PANATA)

00:23:30 – PANATA Awards 2025 with new categories and rules

00:26:26 – Restoring client–agency trust and long-term partnerships

00:28:53 – Collaboration as the foundation of progress

00:30:18 – Value of General Membership Meetings (GMMs)

Chrissy roa profile photo

Featured Guest

Chrissy Roa is a veteran marketing strategist and communications leader whose career bridges creative advertising agencies, the education sector, and corporate real estate. As the Group Head for Marketing and Communications at Ayala Land Estates and the 2025 President of PANA, Chrissy brings a grounded, purpose-driven approach to brand leadership, combining deep-rooted marketing fundamentals with modern execution.

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