Meet the CEOs: DDB Group Philippines' Gil G. Chua

Gil G. Chua (pictured) rose from his modest roots in Virac, Catanduanes to the helm of DDB Group Philippines. His story is one of grit, resilience, and an unwavering sense of purpose. Over nearly five decades in advertising, he has shaped not only a business empire but also a legacy defined by service - redefining leadership as a balance of business excellence and uplifting communities.

As he reflects on his early years, the mentors who guided him, and the principles that continue to anchor his journey, Chua shares what it means to lead with purpose in an industry built on ideas and impact. His story is a reminder that success is not measured by titles alone, but by how many lives are lifted along the way.

MARKETING-INTERACTIVE: What was your first job?

My very first job was as a media assistant at Advertising and Marketing Associates, more popularly known as AMA. I was just 19 years old, a young father-to-be, and I had to set aside my college studies to provide for my family. AMA was the largest Filipino-owned advertising agency at the time, so even as a wide-eyed newcomer, I knew I was in a place where I could learn and grow. It was not glamorous work at all - lots of data crunching, research, and backroom negotiations - but I embraced it fully. That first job taught me discipline, hard work, and humility.

MARKETING-INTERACTIVE: What was your first role in advertising?

That same role - media assistant - was my first real taste of the advertising world. I was tasked to help with media buying and planning, which meant long hours negotiating with TV, radio, and print outlets, and making sure client budgets were maximised. It gave me a front-row seat to how powerful media could be in connecting brands with people. I didn’t realise it then, but those early responsibilities became the foundation of how I would later build agencies, manage clients, and eventually run an entire group of companies.

MARKETING-INTERACTIVE: What was your first impression of advertising?

I was fascinated. I immediately saw that advertising was not just about selling products - it was coming up with big ideas, shaping perceptions, and influencing culture. It was creative, dynamic, and fast-paced.

I realised that through the work we do, we can inspire action and, sometimes, even spark movements.

That idea energised me, and it’s what kept me going through the long hours and challenges in those early years.

MARKETING-INTERACTIVE: Who was the mentor who influenced you the most, and how?

I would say my mother was my greatest mentor. She taught me integrity - if you give your word, you keep it. It was my mother’s voice in my head, reminding me to always act with honesty and honour, that became the compass for my leadership style and decision-making.

Professionally, I also learned a great deal from my early bosses at AMA, Antonio De Joya and Greg Macabenta, who pushed me to go beyond my limits. They instilled in me the importance of hard work, perseverance, and attention to detail. A long-time client partner, the respected business leader Manny V. Pangilinan, also once gave me invaluable advice that I have carried with me ever since: “you can lose everything, but never your integrity.”

MARKETING-INTERACTIVE: What’s the harshest criticism you’ve received, and how did you cope with it?

Early in my career, some people doubted that I would go far in advertising because I didn’t have a college diploma at the time. That was tough to hear. But instead of letting it discourage me, I used it as motivation. I worked harder, proved myself through results, and climbed the ranks. For me, that criticism became a turning point.

It taught me resilience and reinforced my belief that success is about grit, not just credentials.

Eventually, even as a senior executive in my forties, I went back to the university to finish my degree - 27 years after I first enrolled. It was my way of honouring the promise I had made to my late mother that I would earn my college diploma. I still remember my first day back in class: I arrived in a business suit straight from a client meeting, and my classmates immediately stood up to greet me, thinking I was the professor. It’s a funny anecdote I’ve always enjoyed retelling.

MARKETING-INTERACTIVE: Describe your own management style now as a leader

My leadership is anchored in two things: People First and Purpose. I believe in creating a culture where employees feel valued, empowered, and inspired to do their best work. I set high standards because I believe people can do more than they sometimes think, but I also lead with empathy and inclusivity. Leadership, for me, is about walking the talk. If I ask my people to work hard, I make sure I work harder. If I ask them to act with integrity, they must see me keeping my word.

MARKETING-INTERACTIVE: What’s one thing you wished employees understood about being a leader?

That leadership is not about perks, power, or prestige - it’s about responsibility.

A leader carries the weight of making tough decisions, sometimes unpopular ones, that affect people’s lives and the future of the organisation.

I wish employees could see the countless hours leaders spend thinking not just about profits, but about how to sustain jobs, keep families together, and nurture communities. Leadership is sacrifice. It’s about putting others before yourself.

MARKETING-INTERACTIVE: What do you do during your free time?

I dedicate my free time to service through the Rotary Club of Makati West. I’ve been involved in programmes like Gift of Life, which gives children with heart ailments a chance to live. Service keeps me grounded and reminds me that success is meaningless if it doesn’t help others.

Of course, I also cherish time with my family - especially with my children and apos (grandchildren). We enjoy swimming or scuba diving together. After all, they are my greatest source of joy and strength.

MARKETING-INTERACTIVE: Where do you find your inspiration?

I find inspiration in my faith, my family, and the communities we serve. My faith reminds me that all achievements are possible through God’s grace. My family motivates me to be better every day. And the people in the communities - the children who smile after receiving help, the employees who thrive in their careers - remind me that our work has real impact. Those moments are priceless, and they keep me moving forward.

MARKETING-INTERACTIVE: If not in advertising, where would you be?

I believe I’d still be in a field that creates opportunities for people - perhaps starting and operating a social enterprise. At the core of everything I do is my personal mission to create jobs for Filipinos and keep families together. Whether in advertising or another field, I would still pursue that same purpose.

MARKETING-INTERACTIVE: What advice do you have for someone looking to start a career in the industry?

Work hard, be bold, and dream big. This is not an easy industry - it demands long hours, resilience, and the courage to put your ideas out there. But if you have passion, integrity, and a willingness to learn, the rewards are immense.

Don’t just aim to win awards or sell products. Aim to create work with meaning and purpose, because that’s the kind of work that will last and make you proud years from now.

MARKETING-INTERACTIVE: What issue would you like to see the industry change in 2025?

I’d like to see the industry focus even more on purpose-driven work. Advertising has the power to influence people’s behaviours and mindsets. With that comes responsibility. Beyond selling, we should continue to address real societal challenges - whether it’s climate change, disinformation, or inequality.

I believe the future of advertising lies in campaigns that inspire hope and create positive change.

Digital Marketing Asia returns to Manila on 2 September, bringing the hottest trends, tech, and insights to future-proof your strategies. Network with 150+ industry leaders, discover cutting-edge tools, and learn from real-world case studies – all designed to propel your brand growth. Don't miss this chance to stay ahead of the curve!

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