TBWA\SMP

What TBWA\SMP does

TBWA\SMP (legally TBWA\Santiago Mangada Puno Advertising, Inc.) is a Philippines-based creative advertising agency founded in 2001 and headquartered in Makati City. Founded by Jimmy Santiago and Melvin Mangada, the firm operates as part of the global TBWA network under Omnicom Group (NYSE: OMC) and is the most awarded agency in the Philippine market, holding a record 13 consecutive 4As Network Agency of the Year wins and a consecutive #3 placement in Campaign Brief Asia's Creative Rankings. The agency serves large enterprise brands across consumer goods, F&B, banking, automotive, telecommunications, dairy/nutrition, and retail — including McDonald's Philippines, Chinabank, Reckitt Mead Johnson Nutrition (Enfagrow, Lactum), Boysen, Oishi (Liwayway), Nissan Philippines, and Dito Telecommunity — alongside nonprofit and government advocacy clients such as PPCRV, Move As One Coalition, the Museum Foundation of the Philippines, and the Filipino Broadcasters Association.

The agency is organized as a platform of nine specialized business units spanning the full marketing services spectrum: TBWAi Intelligence (AI-powered strategy and Generative Engine Optimization), TBWAi Co-Create (an AI Innovation Lab producing custom GPTs and creative automations), DLAB Digital (digital ecosystems and social), BOLT (design and packaging studio), How's Everything (in-house film production), Tequila (event activations), Eleven (PR and influencer marketing), PleX (B2B practice), and TBWA CorpComm (employer branding). Its core methodology is the proprietary TBWA Disruption® framework, supplemented by proprietary AI tools such as TBWAi GEO (launched October 2025), which evaluates brands' AI Readiness Score across citation share, authority footprint, recommendation rate, and conversion quality. Demonstrated applied AI capabilities include AI voice reconstruction (Last Broadcast), generative imagery (MaArte Fab Finds), and custom typeface design (Dagitab for the 2025 FIVB Men's World Championship).

TBWA\SMP operates a sales-led go-to-market model anchored in competitive pitch wins, long-tenured client retainers, and award-led reputation, with pricing that is quote-based via annual retainer agreements or project contracts (not publicly disclosed). As of May 2026, its most significant commercial move is the appointment as lead creative agency for Reckitt Mead Johnson Nutrition across six ASEAN markets (Philippines, Thailand, Vietnam, Singapore, Indonesia, Malaysia), marking the agency's first material regional expansion beyond the Philippines.

Name

TBWA\SMP

Legal name

TBWA\Santiago Mangada Puno Advertising, Inc

Website

https://tbwa-smp.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

101–250 employees

Short description

TBWA\SMP is a Philippines-based creative advertising agency within the TBWA/Omnicom global network, serving major enterprise brands across consumer goods, F&B, banking, telco, automotive, and ASEAN via its proprietary Disruption® methodology and nine specialized service units.

Ownership category

akta.pro rank

Product category

Creative Advertising Services

NAICS

Advertising Agencies (541810), Public Relations Agencies (541820), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Allied To Motion Picture Production (7819), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Technology & B2B PR (MPAAADAC)

akta.pro secondary industries

Technology & B2B PR (BPAFADAI), Product & Brand PR (Consumer & B2B) (BPAFADAH)

Keywords

• Creative advertising services
• Brand strategy consulting
• Integrated marketing campaigns
• Digital marketing services
• Creative campaign production

Headquarters

HQ city

Makati

HQ country

Philippines

HQ region

Asia

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

TBWA\SMP is a full-service creative advertising agency that delivers integrated brand strategy, creative development, digital and social execution, film production, public relations, influencer marketing, events, employer branding, and B2B communications through nine specialized business units. The agency applies its proprietary Disruption® methodology alongside AI-powered tools (TBWAi Intelligence, TBWAi GEO, TBWAi Co-Create) to produce culturally resonant campaigns for enterprise, government, and advocacy clients primarily in the Philippines with an expanding ASEAN mandate.

Product overview

TBWA\SMP (TBWA\Santiago Mangada Puno) is a creative advertising agency organized as a platform of specialized service units. The agency operates through distinct business units including TBWA CorpComm (employer branding), TBWAi Intelligence (AI-powered strategy and data), TBWAi Co-Create (AI Innovation Lab with custom GPTs and automations), DLAB Digital (digital ecosystems and social), BOLT (design and packaging studio), How's Everything (in-house film production), Tequila (event activations), Eleven (PR and influencer marketing), and PleX (B2B practice). The agency also offers proprietary tools like TBWAi GEO for Generative Engine Optimization. The portfolio includes award-winning campaigns such as Last Broadcast (AI voice reconstruction), Baha for Breakfast, McDonald's Higantes Ride Thru, and MaArte Fab Finds.

Differentiator

Problem solved

Functional benefit

Brands

• TBWA CorpComm: Employer branding practice building reputation from inside out, driving talent attraction, retention, and engagement.
• TBWAi Intelligence
• TBWAi Co-Create
• DLAB Digital
• BOLT
• How's Everything
• Tequila
• Eleven
• PleX

Products and services

• TBWA CorpComm Employer branding practice that builds reputation from the inside out, driving talent attraction, retention, and engagement for client organizations.
• TBWAi Intelligence AI-powered strategy service combining Generative Engine Optimization, data analytics, and automation with cultural instinct and disruptive thinking to develop brand blueprints.
• TBWAi Co-Create AI Innovation Lab that develops custom GPTs, creative automations, and applications through experimentation, prototyping, and implementation to power operations and product innovation for clients.
• DLAB Digital Digital ecosystem architecture service covering digital and social strategy, media, and community management with cultural fluency and data intelligence.
• BOLT Design and packaging studio delivering boutique craft and network scale, AI-upskilled, recognized as the country's most awarded design studio.
• How's Everything In-house film production unit with an end-to-end pipeline delivering films, digital content, and TikToks with agility from idea to execution.
• Tequila Events and activations service that turns experiences into cultural moments designed to spark participation and drive measurable brand behavior.
• Eleven PR and influencer marketing service building long-term trusted relationships with KOLs and media for integrated, culturally fluent, and crisis-ready storytelling.
• PleX Dedicated B2B practice applying Disruption® thinking to complex industries with long sales cycles, building ecosystems spanning brand, sales, internal communications, and experiences.
• TBWAi GEO Generative Engine Optimization tool that evaluates a brand's AI Readiness Score based on citation share, authority footprint, recommendation rate, and conversion quality to maximize brand relevance to AI engines.

Quantifiable outcome

• 4 million views in 5 days on Facebook (Baha for Breakfast, Q3 2025)
• +3 more outcomes

Named customers12 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• Reckitt Mead Johnson NutritionflagshipStrategic or Co-development Partner · 12 May 2026Following a competitive regional pitch, TBWA\SMP was appointed as the lead creative agency for Reckitt Mead Johnson Nutrition, securing the ASEAN mandate for Enfagrow alongside the Lactum business in the Philippines. The scope encompasses brand strategy, creative development, digital, and social execution across six key markets: the Philippines, Thailand, Vietnam, Singapore, Indonesia, and Malaysia.
• BoysencoreGTM or Marketing Partner · 8 April 2026TBWA\SMP served as the creative agency developing 'Color Stories,' a digital co-creation platform that transformed Boysen's unique paint color names into creative writing prompts for public story submissions. The campaign featured digital shorts and a dedicated microsite to showcase user-generated content, signaling a shift toward community-led brand engagement in the hardware marketing category.
• Filipino Broadcasters AssociationcoreStrategic or Co-development PartnerTBWA\SMP partnered with the Filipino Broadcasters Association to create 'Last Broadcast,' an AI-powered audio campaign featuring slain radio broadcasters Cris Bundoquin and Rex Cornelio Pepino. The campaign used AI-reconstructed voices to re-air their final reports and advocate for press freedom, airing across 300+ stations on World Radio Day.
• Move As One CoalitioncoreStrategic or Co-development PartnerTBWA\SMP partnered with the Move As One Coalition to create '#FixPH,' a viral film exposing the harsh reality of commuting in the Philippines through striking images of shoddy public infrastructure paired with a folk song about deceitful love. The campaign called for safer, sturdier infrastructure and better public officials.
• Parish Pastoral Council for Responsible Voting (PPCRV)coreStrategic or Co-development PartnerTBWA\SMP partnered with PPCRV to create 'Baha for Breakfast,' a satirical film challenging the glorified 'Filipino resilience' narrative and urging Filipinos to vote for responsible public officials. The film went viral with 4 million views in 5 days during the Q3 2025 flood control corruption scandal.
• Museum Foundation of the PhilippinescoreStrategic or Co-development PartnerTBWA\SMP partnered with the Museum Foundation of the Philippines for the annual MaArte Fair. In 2024, the 'Fab Finds' theme used AI-collaged visuals of endemic animals wearing artisan exclusives to attract a younger audience while honoring Filipino craftsmanship and heritage.
• Museum Foundation of the PhilippinescoreStrategic or Co-development PartnerTBWA\SMP partnered with the Museum Foundation of the Philippines for MaArte Fair 2025, introducing the 'KKK' (Kaalaman, Kultura, Kaartehan) theme celebrating knowledge, culture, and artistry. Everyday Filipino icons were reimagined as symbols of heritage and creativity.
• T3 (Teach, Trace, Treat) Task ForceflagshipStrategic or Co-development PartnerTBWA\SMP executed the 'Ingat, Angat' campaign for the T3 public-private task force during the COVID-19 pandemic. The campaign united dozens of competing brands (Ayala, SM, Smart, Globe, McDonald's, Jollibee) in a simultaneous broadcast across all major Filipino TV, radio, and online platforms to promote safety measures and rebuild consumer confidence.
• National Association of Asian American Professionals (NAAAP) / 'I Am Not a Virus' AdvocacyminorStrategic or Co-development PartnerTBWA\SMP partnered with NAAAP and the 'I Am Not a Virus' advocacy to create a video campaign giving voice to Asian front liners in the US, Canada, Singapore, and UK who spoke out against discrimination during the COVID-19 pandemic.
• Nissan PhilippinescoreGTM or Marketing PartnerTBWA\SMP produced the 'Nissan LEAF Orchestra' holiday campaign for Nissan Philippines, featuring Filipino leaf musicians to promote the 100% electric Nissan LEAF vehicle and sustainability awareness.

Scale indicators9 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• McCann Worldgroup Philippines: McCann Worldgroup is one of the largest full-service creative networks in the Philippines under IPG, offering creative, digital, PR, and brand strategy services to enterprise clients. Directly competes with TBWA\SMP for major Philippine and multinational accounts across F&B, telco, and FMCG verticals.
• Ogilvy Philippines: Ogilvy Philippines is the WPP-owned creative agency competing head-to-head with TBWA\SMP for enterprise creative mandates, with deep regional ASEAN infrastructure. Directly comparable on full-service creative offerings, digital, PR, and brand strategy for multinational and local Philippine brands.
• Leo Burnett Philippines: Leo Burnett Philippines is a top Publicis-owned creative agency and perennial competitor to TBWA\SMP at the 4As Agency of the Year awards. Comparable in offering full-service creative, digital, and brand strategy for leading Philippine and regional brands.
• BBDO Guerrero Philippines: BBDO Guerrero is an Omnicom sibling agency within the Philippines — though within the same parent group, it operates as an independent competing brand with its own creative offering. Directly comparable in full-service creative and competes with TBWA\SMP for major Philippine enterprise accounts.
• Dentsu Creative Philippines: Dentsu Creative is the creative arm of Dentsu International in the Philippines, offering integrated creative, digital, and brand strategy services. Competes directly with TBWA\SMP for Philippine and regional enterprise mandates, particularly with strong regional ASEAN reach.
• Publicis Manila: Publicis Manila is the flagship Publicis Groupe creative agency in the Philippines, offering integrated creative and digital services. Directly competes with TBWA\SMP at 4As AOY and for major Philippine and multinational brand mandates.
• Wunderman Thompson Philippines: Wunderman Thompson Philippines (WPP) is a major full-service creative, digital, and data-driven marketing agency. Directly competes with TBWA\SMP for enterprise creative accounts in the Philippines and ASEAN, particularly for digitally-led brand transformation mandates.
• DDB Philippines: DDB Philippines is an Omnicom sibling agency offering full-service creative, digital, and brand strategy services. While part of the same parent group, it competes directly with TBWA\SMP for major enterprise clients in the Philippine market.
• MullenLowe Philippines: MullenLowe Philippines (IPG) is a creative agency offering integrated brand strategy, advertising, and digital services. Comparable in offering and competes with TBWA\SMP for mid-market and enterprise Philippine brand mandates.

Regional players

• Hakuhodo Philippines: Hakuhodo is a major Japanese advertising network with a Philippine presence under the TBWA\Hakuhodo partnership globally. As an Asian-network competitor with strong ASEAN infrastructure, it represents both a peer and a potential regional collaboration counterpart for TBWA\SMP's expansion ambitions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/tbwasmp
• Instagraminstagram.com/tbwasmp
• Xx.com/tbwasmp

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TBWA\SMP