As Pride Month underscores the significance of inclusivity and diversity, JC Valenzuela, the visionary behind Propel Manila, shares his inspiring journey of transforming his digital advertising agency into a globally recognized powerhouse during the GSK Pride Month event. His story is not just about business success but also about overcoming LGBT barriers and fostering an inclusive and innovative workplace culture. See his full speech below:

It was one afternoon when I was around 7 or 8, watching the iconic volleyball scene between Tom Cruise and Val Kilmer, that I first realized I was different.

The youngest of three children, I was my parents’ last hope for a baby girl. That obviously, didn’t happen. And when I watched that glistening scene between those two gorgeous actors, I thought I was different, and my body did too. I didn’t fully understand it at the time.

But you know… you dismiss it. You go along with what everyone says – hoping “it’s just a phase.” You research the science of “how to toughen up,” because you fear being humiliated by the word – Bakla – because you have yet to gain enough courage and words to know how to reclaim – bakla – as your source of power.

To all the queer people and allies here today, Happy Pride, and thank you for inviting me and taking the time to hear my story. I wrote this at 1am this morning. It was therapeutic journaling, so thank you.

I owe much of who I am and the career I’ve built to understanding and embracing the kind of “Bakla” I am today. It was in my 2nd year in college when I first fell in love, got heartbroken, and “came out” to only a select few. That same year, I entered into my course subjects at Opus Dei University, majoring in IMC. I thought it was my calling. Apart from my gifts as a communicator, I thought advertising would be kinder to “Baklas” like me.

And boy how I was shocked. My first job in advertising found me as the only gay guy in the agency. My creatives we’re very brusko, tough, manly bros. This made me conceal my identity, as I retreated back to the closet. Ironically, I was “outed” by another employee. For her, “outing me” was a joke, and again – I didn’t have enough courage or words to know how to use that same world as my power.

And so I laughed with them laughing at me. But it fueled my drive to be excellent. I decided that while I always performed well, I didn’t want just success—I wanted a landslide victory.

Cut to my Dad, my tough Dad who I love to this day. Who tried his best to raise me, when he didn’t even have a father who raised him. His words, “As long as you’re under my roof, you follow my rules,” still echo in my mind. I knew that true freedom to be myself would also need financial independence. I needed a landslide success.

With perseverance, hard work, and a bit of luck, I created a life worth celebrating. I was fortunate to work for a brand willing to spend heavily to dominate the telco war, and I embraced my niche in digital experimentation.

I developed a thicker skin and never confronted “Bakla” jokes. I played the long game, driven to achieve a landslide. “Never mind if he’s “Bakla,” he’s good at what he does” was the short-term goal.

I was lucky to find an angel investor who, despite our generational gap, saw potential in me. We co-founded what is now Propel Manila.

Today, we defend our title as the Global Independent Digital Agency of the Year by Campaign UK, the reigning SEA Independent Digital AOY by Campaign SEA, and the local Independent AOY by 4As Philippines. I lead a 129-strong team of dreamers, with a board that’s one-third queer, one-third women, and one-third men, boasting a healthy diversity score at all levels.

To end, I ask you:

Imagine being the only gay person in the room. The only woman among men. The only “normal” man among elite athletes. The only Filipino in a sea of white Europeans. The only accountant among comedians. The poorest friend in your circle.

I want you to know that everyone in this room experiences discrimination in varying weights. And so I ask you again to imagine yourself at a disadvantage. Will you choose to survive? Will you hope for your own symbolic investor?

Right now, you’re asked to picture this for a moment. But queer people face this reality in micro and huge doses every day. For our allies, you have the power to be that symbolic investor. You have the power to make this world more accessibly democratic and loving. For my queer peers, you have the power to reclaim the word “bakla” and do “you.” Remember your might.

For me, that’s what Pride is—a protest and a reminder that we deserve to be here. We deserve to see the power of who we are and the positive impact we can make.

The Pride we celebrate doesn’t end in June; it’s an opportunity every single day. Maraming Salamat po.          

JC Valenzuela, CEO of Propel Manila, shares his journey of molding his company into a multi-awarded digital agency and overcoming LGBTQ+ barriers at the GSK’s Pride Month event last June 24, 2024. He highlighted how he tackled and embraced the challenges and discrimination he experienced as an LGBTQ+ member, which solidified his hunger for success.

JC discussed strategies for fostering innovation and inclusivity together with the panel of the GSK Pride event, emphasizing the importance of diverse representation and supportive policies not just for LGBTQ+ employees, but everyone in their workplace.