Adobo Magazine
Adobo Magazine is a Philippines-based digital trade publication covering advertising, marketing, and creative industries across Asia-Pacific and globally. It serves marketing executives, creative directors, and agencies through its website, newsletter, podcast, and social channels on a freemium subscription model.
- Company typePrivate
- Founded2006
- HeadquartersCebu, Philippines
- Headcount11–50
- GTM typeB2B
- OfferingDigital Commerce or Content
What Adobo Magazine does
Adobo Magazine is a digital trade publication covering the advertising, marketing, and creative industries, operated by Sanserif, Inc. and headquartered in Cebu, Philippines. Founded in 2006, the company publishes editorial content across its website (adobomagazine.com), the adoboTalks podcast, a twice-weekly email newsletter ('Word on Creativity'), and major social platforms (Facebook, X, LinkedIn, YouTube, Instagram), with editorial coverage spanning the Philippines, broader Asia-Pacific, the Middle East, EMEA, and the Americas. Its content mix includes news, campaign spotlights, exclusive interviews, awards coverage (notably Cannes Lions and the Good Design Award Philippines), research-style intelligence reports, and community verticals such as the SheCreative Network.
The underlying technology stack is a standard WordPress CMS augmented with Google Analytics for traffic measurement, ActiveCampaign for email marketing, and CookieYes for consent management, with social media embedding for distribution. There are no proprietary technology products, APIs, or AI/ML capabilities disclosed. The business model is a freemium reader-revenue layer (free content with a paid subscription option) combined with a donation program ('Donate to Creativity') that funds creative development and education; no enterprise pricing, sponsorship scale, or paid event economics are publicly disclosed.
The publication serves marketing and creative industry professionals (marketing executives, brand managers, creative directors, agency leadership) and advertising agencies themselves, with a horizontal segmentation approach. Angel Guerrero serves as Founder, President, and Editor-in-Chief. Revenue figures, funding history, and customer concentration are not publicly disclosed, and no external investors or M&A activity are identified in the source data.
Adobo Magazine firmographics
Firmographics- Name
- Adobo Magazine
- Legal name
- Sanserif, Inc.
- Website
- https://adobomagazine.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Adobo Magazine is a Philippines-based digital trade publication covering advertising, marketing, and creative industries across Asia-Pacific and globally. It serves marketing executives, creative directors, and agencies through its website, newsletter, podcast, and social channels on a freemium subscription model.
- Ownership category
- akta.pro rank
Adobo Magazine industry classification
Industry- Product category
- Trade Media and Industry News (Advertising and Marketing)
- NAICS
- Other Services Related to Advertising (541890)
- SIC
- Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- Newsletters & Email-Based News Publishers (B2B/B2C) (MPAJADAJ)
Keywords
Where Adobo Magazine is headquartered
LocationHeadquarters
- HQ city
- Cebu
- HQ country
- Philippines
- HQ region
- Asia
Markets served
Adobo Magazine business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free access to selected content |
Distribution channels1 record
Marketing channels8 records
Adobo Magazine product offering
Product offeringCore offering
Adobo Magazine is a digital trade publication that publishes news, trends, exclusive interviews, campaign spotlights, and awards coverage for the advertising, marketing, and broader creative industries, with a focus on Asia-Pacific markets. It distributes this editorial content through its website, a twice-weekly email newsletter ("Word on Creativity"), the adoboTalks podcast, and active social media channels. The publication also offers a subscription option for full content access and accepts donations to support creative development.
Product overview
Adobo Magazine is a digital publication covering the advertising, marketing, and creative industries in Asia-Pacific. The company publishes editorial content across multiple channels including a website, newsletters (adoboTalks podcast), and social media platforms. Content categories include news, campaign spotlights, exclusive interviews, industry awards coverage, insights, and feature stories across advertising, design, arts, entertainment, technology, and sustainability. The publication serves creative professionals, marketers, and advertising industry leaders with news, trends, and analysis.
Differentiator
Problem solved
Functional benefit
Products and services
- adobo Magazine Website
- adoboTalks Podcast
- Word on Creativity Email Newsletter
- SheCreative Network
Companies that use Adobo Magazine
Customer profileSegments2 records
Ideal customer profiles2 records
Adobo Magazine technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Adobo Magazine partnerships and signals
Strategic signalRecent moves5 records
Expansion highlights5 records
Adobo Magazine competitors and assessment
Company assessmentDirect peers
- Campaign Asia: Haymarket-owned B2B trade publication covering advertising, marketing, and media across Asia-Pacific. Headquartered in Hong Kong/Singapore, it is the closest direct head-to-head competitor to adobo Magazine given its APAC focus, advertising-industry coverage, and editorial coverage of Cannes Lions and regional award shows.
- The Drum: The Drum is a global trade publication for the marketing, advertising, and creative industries, producing daily editorial, features, agency profiles, and awards coverage. Comparable to adobo Magazine in editorial format, target audience (marketing and creative professionals), and Cannes Lions / awards coverage, though it is globally distributed rather than APAC-focused.
- Marketing Interactive: Singapore-based B2B trade title covering marketing, advertising, and media across Southeast Asia. Direct competitor for the regional marketer/agency audience, with comparable newsletter, digital, and event offerings serving the same customers adobo Magazine targets.
- Campaign Brief: Campaign Brief is an APAC creative advertising trade publication founded in Australia, covering campaigns, agency news, and creative awards including Cannes Lions. It targets the same advertising-agency and brand creative community as adobo Magazine and shares a regional creative-industry newsroom model.
- LBB Online (Little Black Book): LBB Online is a global creative-industry trade publication featuring campaigns, agency news, and creative leadership interviews. It targets the same creative agency and brand community as adobo Magazine with comparable editorial pillars (campaign spotlights, exclusive interviews, awards coverage).
- Mumbrella: Mumbrella Asia is a long-running APAC trade title covering marketing, advertising, media, and creative industries, with strong presence in Australia, Singapore, and Hong Kong. Highly comparable to adobo Magazine in audience (marketing and creative professionals), editorial formats (news, features, interviews, events), and revenue model (advertising, events, awards).
Broad incumbents
- Ad Age: Ad Age is a longstanding global advertising, marketing, and media trade publication with deep archive coverage of agencies, brands, and award shows including Cannes Lions. Comparable in category and audience but operates as a broad incumbent across all advertising topics rather than APAC-focused.
- Creative Review: Creative Review is a UK-based trade title focused on advertising, design, and creative industries. Comparable in covering the creative industry, profiles, and campaign reviews, but operates as a broader incumbent rather than a regionally specialized trade publication like adobo Magazine.
- Adweek: Adweek is one of the largest US-based advertising and marketing trade publications, covering agencies, brands, and media across all formats. It serves the same advertising-professional audience as adobo Magazine but at significantly greater scale and geographic breadth.
Emerging players
- Contagious: Contagious is a creative intelligence platform covering advertising, marketing, and creative communications with insights, reports, and tools for marketers and agencies. Overlaps with adobo Magazine on campaign analysis and creative-industry thought leadership but differentiates via paid intelligence products and a global reach.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Adobo Magazine social profiles
Digital presenceAdobo Magazine financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adobo Magazine leadership team
Management profileNumber of profiles
Profiles1 record
Adobo Magazine funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adobo Magazine M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Adobo Magazine
What does Adobo Magazine do?
Adobo Magazine is a digital trade publication that publishes news, trends, exclusive interviews, campaign spotlights, and awards coverage for the advertising, marketing, and broader creative industries, with a focus on Asia-Pacific markets. It distributes this editorial content through its website, a twice-weekly email newsletter ("Word on Creativity"), the adoboTalks podcast, and active social media channels. The publication also offers a subscription option for full content access and accepts donations to support creative development.
Is Adobo Magazine a public or private company?
Adobo Magazine is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Adobo Magazine founded?
Adobo Magazine was founded in 2006. It employs 11 to 50 people.
Where is Adobo Magazine based?
Adobo Magazine is headquartered in Cebu, Philippines, in the Asia region.
Who are Adobo Magazine's main competitors?
Direct peers on record are Campaign Asia, The Drum, Marketing Interactive, Campaign Brief, LBB Online (Little Black Book) and Mumbrella. Broad incumbents are Ad Age, Creative Review and Adweek. Contagious is listed as an emerging player.
Does Adobo Magazine have an API?
No public API is recorded for Adobo Magazine.
What industry is Adobo Magazine in?
Adobo Magazine's product category is Trade Media and Industry News (Advertising and Marketing). Its primary akta.pro industry code is MPAJADAJ, Newsletters & Email-Based News Publishers (B2B/B2C). Its NAICS code is 541890 and its SIC code is 2721.