Propel Manila

What Propel Manila does

Propel Manila is an independent digital creative agency headquartered in Makati, Philippines, founded around 2010 by JC Valenzuela. It operates a B2B professional services model targeting large enterprise and consumer brand clients in the Philippines, including Jollibee, Starbucks Philippines, UNIQLO, Globe Telecom, Lazada, MindNation, Avida Land, Unilab, and AXA. The agency delivers integrated digital creative services spanning communication strategy, big idea development, creative executions, copywriting and art direction, social media management, account management, data listening and analytics, digital media delivery, e-commerce management, and influencer/partner marketing. Service delivery is augmented by a wholly-owned content production subsidiary, Elesi Studios, and a metaverse exploration initiative, Metaversity, developed in partnership with Meta. Revenue is generated through project-based and retainer fees for customized campaign work; pricing is not publicly disclosed.

The agency's technology differentiators sit at the intersection of social platforms, AR/VR, and emerging consumer interfaces rather than proprietary AI. Notable technical outputs include the world's first complex emoji system (built for MindNation), the Philippines' first metaverse learning program (Metaversity, co-developed with Meta), and an Instagram AR Pride Walkway filter. These were developed in collaboration with platform partners (Meta, Pride@Tech, MindNation) rather than sold as standalone products. Propel Manila does not maintain its own AI models or patents and uses standard analytics tooling in its data practice.

Propel Manila is founder-owned, has no disclosed outside investment, and is led by a C-suite including CEO and Founder JC Valenzuela, Chief Culture Officer Maureen Valenzuela, Creative Chief Raymund Sison, Chief Strategy Officer and Managing Director Dean Dee, Chief Finance Officer Jeanne Go, and Managing Director Arvon Fernandez (appointed 2024). The agency has scaled to approximately 129 employees in 2024, up from 70+ in 2021, and is part of the Worldwide Partners independent agency network providing multi-market reach. Its distribution model is direct enterprise sales supported by industry recognition, with no self-serve, SMB, or productized SaaS channel.

Name

Propel Manila

Legal name

Propel Manila

Website

https://propelmanila.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Propel Manila is an independent Philippine digital creative agency serving enterprise and consumer brand clients with integrated strategy, creative, social media, AR/VR, and digital media services. It operates from Makati with approximately 129 employees and a wholly-owned content production subsidiary, Elesi Studios.

Ownership category

akta.pro rank

Product category

Digital Creative Agency Services

NAICS

Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (54183), Media Buying Agencies (541830)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Reputation Management & Online PR (BPAFADAN)

akta.pro secondary industries

Social Media & Community Management (PR-led) (BPAFADAM), Influencer PR & Seeding (Gifting/Press Kits) (MPAAAHAG)

Keywords

• Digital advertising services
• Creative campaign development
• Social media management
• Brand strategy consulting
• AR VR marketing solutions

Headquarters

HQ city

Makati

HQ country

Philippines

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Creative Services: Full-service digital creative agency offering communication strategy, big idea development, creative executions, copywriting, art direction, social media management, account management, data analytics, and digital media delivery.
2. Propel Innovations: Digital product development and financial ROI/business model planning services for clients.
3. E-Commerce Management: Complete solution for managing and expanding business online for clients.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Propel Manila is a full-service digital creative agency that develops communication strategy, big ideas, creative executions, copywriting, art direction, social media management, account management, data analytics, and digital media delivery for enterprise brand clients. The agency also provides e-commerce management, influencer marketing (Ripple Marketing), digital product development with ROI planning (Propel Innovations), and runs Elesi Studios, a tech-powered content creation production arm.

Product overview

Propel Manila is a digital independent advertising agency offering a comprehensive suite of creative and marketing services. The agency operates as a unified service offering organized around its core belief in 'Ideas That Matter.' The portfolio includes Communication Strategy, Big Idea development with Creative Executions and Copywriting, Social Media Management, Account Management, Data Listening & Analytics, Propel Innovations (digital product development), Ripple Marketing (influencer marketing), E-Commerce Management, and Digital Media Delivery & Performance. The agency also houses Elesi Studios, a tech-powered content creation studio. Notable initiatives include Metaversity, a Meta partnership for metaverse exploration. Clients span major brands including UNIQLO, Starbucks, Jollibee, Lazada, Chowking, Globe, MindNation, and Avida Land.

Differentiator

Problem solved

Functional benefit

Brands

• Metaversity: A program in collaboration with Meta that gives space for brands, creators, and industry peers to play and explore the Metaverse.
• Mind Matters Program

Products and services

• Communication Strategy Integrated service combining data research, analytics, listening, insights, channel mapping, opportunity and issue setting with creative development to form comprehensive communication strategies for enterprise brand clients.
• Big Idea, Creative Executions, Copywriting & Art Direction Ideation and development of creative executions housed under a unified Big Idea, including copywriting and art direction services for brand campaigns.
• Social Media Management Management of brand platform strategy and operations across social media channels for enterprise brand clients.
• Account Management & Stakeholder Integration Internal stakeholder management, client management, external vendor stakeholder management, and campaign management services for enterprise clients.
• Data Listening & Analytics Comprehensive analytics services including risk assessment and analysis, social listening, social analytics, mobile app analytics, dot.com analytics, banner analytics, business intelligence and analytics, and influencer analytics.
• Propel Innovations Digital product development with financial ROI and business model planning services for client innovation initiatives.
• Ripple Marketing Influencer and partner marketing services for brand campaigns.
• E-Commerce Management Complete solution for managing and expanding business online, including digital media delivery and performance for client e-commerce operations.
• Digital Media Delivery & Performance
• Elesi Studios Tech-powered content creation studio and production house within Propel Manila's ecosystem, producing content for clients including Jollibee Philippines, UNIQLO Philippines, CDO, Ayala Malls, Chowking, Marby, and Lazada.

Quantifiable outcome

• Mental health campaign for MindNation generated 1,927 one-on-one conversations and 95% satisfaction rating within first day of launch
• +3 more outcomes

Named customers17 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• MetacoreStrategic or Co-development Partner · 10 October 2022Propel Manila and Meta partnered to launch Metaversity in the Philippines, the country's first metaverse program for brands, creators, and industry peers to explore Web3. The partnership also includes Propel Manila x Meta Innovation Lab, which birthed the first-ever Instagram Reels hackathon in Southeast Asia with Lazada. Previous collaborations include the Pride Walkway AR filter on Instagram.
• MindNationcoreStrategic or Co-development PartnerMulti-campaign partnership focused on mental health advocacy. Collaborations include 'Complex Emojis' (world's first complex emojis), 'Real Retail Therapy' (10.10 mental health sale), and '#EverythingIsTherapy' for World Mental Health Day. MindNation is described as Propel Manila's creative agency partner for mental health initiatives.
• Globe TelecomcoreStrategic or Co-development PartnerMajor brand client and partner for Pride@Tech 'Retold with Pride' campaign, retelling literary classics with LGBTQ+ representation. Globe is a key telecommunications client for whom Propel executes multiple campaigns.
• Pride@TechcoreStrategic or Co-development PartnerPartnership with Pride@Tech (composed of Google, Facebook, Globe, IBM) for LGBTQ+ advocacy campaigns including 'Retold with Pride' and 'Pride March To Vote'. Propel Manila serves as creative digital agency partner.
• Elesi StudioscoreStrategic or Co-development PartnerPropel Manila's tech-powered content creation studio and production house. Elesi Studios handles video production, creative content, and is integrated into Propel's service offerings. Led by Head of Productions Earl Guico and Creative Director Rizza Garcia.
• Lazada PhilippinesmajorStrategic or Co-development PartnerPartnership through Propel x Meta Innovation Lab, creating first-ever Instagram Reels hackathon in Southeast Asia. Campaign 'Laz Play Charades' turned Reels into short-form theater with far-reaching results for Lazada.
• Kerplunk StudiosmajorImplementation/ SI/ Consulting PartnerProduction partner collaborating on campaigns including 'Retold With Pride' films and Unilab Enervon Activ mobile-first spot. Contributes to video production and creative content execution.
• M&P CreativesminorImplementation/ SI/ Consulting PartnerCollaborator on 'Retold With Pride' campaign, contributing to the LGBTQ+ storytelling initiative.
• Worldwide PartnersmajorStrategic or Co-development PartnerPropel Manila is part of Worldwide Partners, the world's most collaborative agency network with 90+ independent agency partners in 50 countries. Provides access to global capabilities, cross-border collaboration, and world-class talent.
• 4As PhilippinescoreOthersAssociation of Accredited Advertising Agencies in the Philippines. JC Valenzuela serves as Corporate Controller and Trustee. Propel Manila actively participates in 4As events, ARAL sessions, and industry initiatives.
• IMMAPcoreOthersInternet and Mobile Marketing Association of the Philippines. JC Valenzuela is an active member. Propel Manila participates in and wins Boomerang Awards organized by IMMAP.
• Philippine Financial & Inter-Industry Pride (PFIP)minorStrategic or Co-development PartnerPartnership for 'Rebirth Certificates' campaign using NFT blockchain technology to provide gender identity documentation for trans Filipinos.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• GIGIL: Philippine independent creative agency known for award-winning work and culture. Operates as a similarly sized independent competitor targeting the same enterprise creative briefs and award-circuit recognition.
• Leo Burnett Manila: Philippine arm of Leo Burnett / Publicis network, co-finalist with Propel at the One Asia Creative Awards 2022. Competes head-to-head for the same blue-chip Philippine brands with the backing of a global holding company.
• BBDO Guerrero: Philippine affiliate of BBDO/Omnicom network; previously employed several of Propel's recent senior creative hires (Jao Bautista, Michelle Edu, Rizza Garcia). Closest direct peer in capabilities and clientele, with greater scale from global network affiliation.
• DM9 JaymeSyfu: Historic Philippine creative agency recognized for consistently award-winning work at regional and global festivals. Comparable independent-style creative shop competing for similar prestige briefs.
• NuWorks Interactive Labs: Philippine independent creative/digital agency also recognized at 4As and Campaign Asia AOY awards in 2021 (shared Independent Agency of the Year Silver with Propel). Most directly comparable in size, geography, and digital creative positioning.
• Publicis JimenezBasic: Philippine agency under the Publicis network, where Jao Bautista and Rizza Garcia previously held creative leadership roles. Direct competitor for the same enterprise brand budgets with integrated media and production scale.
• TBWA\\Santiago Mangada Puno (TBWA\\SMP): Top Philippine creative agency within the TBWA global network, co-winner alongside Propel at the 24th 4As Agency of the Year Awards 2022. Direct peer competing for the same enterprise client roster with global network leverage.

Others

• Ace Saatchi & Saatchi:
• DDB Philippines:

Broad incumbents

• Ogilvy Philippines: Philippine office of WPP-owned Ogilvy network, offering advertising, PR, and consulting under one roof. Larger-scale incumbent with broader service portfolio but less focused on indie digital creative positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/propelmanila
• LinkedInlinkedin.com/company/propel-manila
• Instagraminstagram.com/propelmanila/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles21 records

Subsidiaries1 record

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 Propel Manila