TBWA\SMP- Eleven: Reimagining PR Through Insights and Innovation

Last year, Manila-based TBWA\Santiago Mangada Puno officially launched TBWA\Eleven as its public relations and influencer marketing arm in the country. Originating in 2006 in New Zealand before launching in Australia in 2011, Eleven introduced a number of specialisms to the award-winning Disruption Agency’s repertoire.

Founded to elevate ideas into impactful, buzzworthy campaigns through stories worth sharing, Eleven is fully integrated with the agency’s existing digital capabilities as part of their award-winning innovation drive. The blend of cutting-edge expertise and authentic cultural insights can be seen in Eleven’s work for clients such as Chinabank, Oishi, Peerless, Garena, The Museum Foundation, and Nissan.

“Creative ideas will always form the core of what we do, and Eleven is the latest expression of TBWA’s commitment to bring our clients’ brands closer to consumers,” said TBWA\SMP chief creative officer Melvin Mangada. “Today, clients are looking for more than just ads, they are looking for cultural relevance that converts.”

Heading Eleven is chief marketing officer Paolo Juarez Broma, who previously launched the TBWA\Disruption Lab (DLAB) to spearhead AI and digital integration across the Agency’s departments. A TBWA veteran with regional experience on both agency and client sides, Paolo said, “Bringing Eleven to the Philippines is an incredible opportunity for TBWA to address consumers’ needs while cutting through media clutter in new and exciting ways.”

Joining Paolo in Eleven is business unit director Jennifer Tan Rockwell, whose credentials include stints with GeiserMaclang Marketing Communications, MullenLowe Group, Grupo Agatep, and ROAR Communications, where she served as managing director for over a decade. The pair are joined by former TBWA\SMP Digital content lead Mikhail “Misha” Lecaros as creative director, who brings extensive publishing and public relations experience to the role.

With the Philippines often topping global social media usage charts, and Pinoys counted as being among the most media-savvy in the world, Paolo is confident that Eleven will succeed in its mission to provide clients with innovative campaigns that are, “agile, experimental, and deeply connected to the Filipino pulse.”