adobo magazine - Thought Leadership Campaign of the Year

Company: adobo magazine, Makati City, Metro Manila
Company Description: adobo magazine, the word on creativity, is a multi-awarded publication and one of Asia’s most influential and indispensable platforms covering the field on advertising, marketing, media, design, and creativity as a whole. Since it’s founding in 2016, adobo magazine’s mission has been to inform, inspire, and connect creative communities in support of the creative economy and upskill its talents.
Nomination Category: Thought Leadership Categories
Nomination Sub Category: Thought Leadership Campaign of the Year - Business Products

Nomination Title: Adobo SheCreative Network by Adobo Magazine – Thought Leadership Campaign of the Year

Specify the date on which this campaign or program was launched: March 2021

Founded by multi-awarded advertising pillar and editor-in-chief Angel Guerrero in 2006, adobo Magazine is the Philippines’ pioneer publication on the commercial creative industry in the country and around Asia-Pacific. Since then, adobo has grown from a humble independent publication to a multi-platform brand that celebrates creativity in APAC, reaping multiple accolades for its events, including 7 silver and bronze Stevie trophies in 2019.

In 2018, adobo launched the adobo Creative Hub, a physical space that hosted talks, film screenings, and design exhibits. This sparked the idea to form the adoboSheCreative Network in early 2020, providing a curriculum and inspirational programs through a membership model at the Hub, and learning modules for online access. COVID-19 forced the permanent closure of the Hub and impacted the business model, which made us unable to support project managers and staff.

In March 2021, the adobo SheCreative Network was officially launched as a social initiative offering mentorship, networking opportunities, and educational programs for its growing all-women network of talented creatives and creative entrepreneurs across various backgrounds.

The adobo SheCreative Network aims to elevate women creatives’ capabilities, offer employment opportunities, and create a value chain of talent for the emerging creative economy in the Philippines.

The adobo SheCreative Network is the first organization in the Philippines and Asia to champion women in creative industries, empowering them by recognizing their creative talent, enhancing their creative capabilities, and celebrating their achievements.

In March 2021, coinciding with International Women’s Month, the adobo SheCreative Network launched “What Women Do: an adobo SheCreative Virtual Breakfast”, an online roundtable discussion featuring women trailblazers in various creative fields, from agency chiefs to independent entrepreneurs and award-winning designers. Among its powerhouse lineup of speakers and mentors include Margot Torres, Managing Director of McDonald’s Philippines; Martha Sazon, CEO of Mynt/GCash; Rita Nazareno, former Emmy Award-winning producer and creative director of Zacarias 1925.

Since then, the series has produced two episodes, and has generated a membership of >600 women creatives, surpassing its initial target of 200 registrants for each session.

What Women Do was received warmly by its audience, reaching 91% of women aged 25-34. Its success led to a fruitful partnership with Unilever and Asus Zenbook as co-presenters for Episode 2. It is expected that in a full year, adobo SheCreative Network can confidently benefit and impact over 3,000 women creatives, both from the professional sector, to freelancers, independent creatives and business owners.

“What Women Do” is the first in a lineup of educational educational programs, workshops, and mentorship opportunities to uplift creative talents. The adobo SheCreative Network aims to help its network of women creatives grow by evaluating how they have improved and learned from the network through its programs.

Amidst the COVID-19 pandemic, the adobo SheCreative Network was able to pivot from its initial plans to a network and support system of women creatives that transcends physical boundaries and learnings.

The adobo SheCreative Network is the first organization in the region to focus solely on women in creative industries, uplift their capabilities, and cement their role in the emerging creative economy in the Philippines and around Asia. Leveraging adobo’s high-profile network and industry reputation, the network has gained solid traction among current women leaders in creative fields beyond advertising and marketing, who have shown their interest and commitment to become mentors in the next adobo SheCreative programs.

The “What Women Do” series reached the following total metrics:

>57.8k total views
>129k people reached
>600 member signups

The speakers include Margot Torres, Managing Director of McDonald’s Philippines; Martha Sazon, CEO of GCash; Rita Nazareno, former Emmy Award-winning producer and creative director of Zacarias 1925; Isa Lorenzo, gallerist of Silverlens; Ana Lorenzana de Ocampo, President of Wildflour Bakery + Corp.

Exceeding its initial target of 200 registrants for each episode, the warm reception of adobo SheCreative Network has proven that there is a gap in existing support systems that aim to uplift women creatives and raise the value of undervalued creative industries, to support the creative economy.

The adobo SheCreative Network aims to achieve the following:

Increased value and quality of creative output;

-More women entering the creative workforce;
-More women-led innovations and start-up ideas
-Increased collaborations across creative disciplines

Reference any attachments of supporting materials throughout

Adobo SheCreative network:
https://adobomagazine.com/events/events-the-future-is-female-influencing-a-strong-community-in-what-women-do-an-adobo-shecreative-2021-virtual-breakfast/
https://www.facebook.com/Adobo-SheCreative-Network-108703853992420/

Online membership registration:
https://docs.google.com/forms/d/e/1FAIpQLSeK5YeslzGJHx8HeVT7BrSGphbO_wDQhJOhw_0MwbqTLHBQMg/viewform

What Women Do episode 1 (on-demand on YouTube):
https://youtu.be/gNsjNCPo3kM

What Women Do episode 2:
https://www.facebook.com/adobomagazine/videos/4065297150203285

What Women Do talks (on-demand on YouTube):
https://www.youtube.com/playlist?list=PL8rpG8sVVsmjqRdH-9GG4qcGAiBvdIy7W