When I was asked to moderate the creative panel for Boomerang Into the Future 2025 (BiTF 2025), I felt both honored and excited. As someone deeply immersed in the creative industry, I understood the significance of this platform—a space where the brightest minds in marketing, communication, and innovation converge to share insights, challenge norms, and inspire change. But what truly set this experience apart for me was the opportunity to facilitate a conversation that wasn’t just about celebrating great work but about shaping the future of digital marketing in the Philippines.

Setting the Tone: Creativity as a Catalyst for Change

From the moment I took my seat as moderator, my goal was to create an atmosphere that felt inclusive, dynamic, and thought-provoking. The idea was to give every panelist—whether they were from the brand, creative, or strategy side—the space to bring their authentic voice while ensuring the discussion stayed relevant and actionable for our audience.

We kicked things off with an anchor theme: Creativity as a Differentiator in the Future of Digital Marketing. Creativity has always been the lifeblood of our industry, but with technology advancing at an unprecedented pace, the question was: How do we harness creativity in ways that go beyond the aesthetic and drive real innovation? This theme set the stage for what turned out to be one of the most engaging discussions I’ve ever been a part of.

The Creative Panel 

L-R: Joseph Sales (DMAP), Dana de Leon (Gigil), Hazel dela Cruz (Gigil), Wacky Torres (Dentsu Creative), JC Valenzuela (Propel Manila), Peach Natividad (BBDO Guerrero), Jonah Brocka (Black Pencil), Adrian de Guzman (MullenLowe Treyna), Leslie Cua (Gigil), Kit Ramos Disini (Spotify, DMAP)

Key Highlights from the Panel

1. The Role of Purpose and Boldness

One of the most resonant moments came when we discussed the Right to Care Card campaign. It was a masterclass in human-first design, showing how simple ideas—like a scannable QR code—can have a profound impact when backed by bold purpose. The conversation sparked a key question: Why are such campaigns the exception rather than the norm? Are we too focused on playing it safe? The panelists agreed that the fear of failure in the boardroom often stifles experimentation, but they also highlighted the growing consumer expectation for brands to stand for something meaningful.

2. Humor as a Strategic Tool

Humor was another fascinating topic. Drawing from global insights—like Cannes Lions’ recognition of humor’s resurgence—we explored how humor can cut through the noise in an oversaturated digital space. Panelists shared that while humor is inherently risky due to cultural sensitivities, its ability to disarm and engage makes it a powerful tool. The challenge, as one panelist put it, is to balance humor with authenticity and purpose.

3. Creative Commerce and Innovation

The panel’s take on creative commerce was particularly inspiring. We examined campaigns like NutriAsia’s Deliciously Poetic Promo Codes, which seamlessly integrated commerce with cultural storytelling. The conversation then shifted to the untapped potential of live social selling, a trend Gary Vaynerchuk has called a “monster” for 2025. While the Philippines has yet to fully embrace this trend, the panel agreed that the opportunity lies in making live selling more localized and engaging, tapping into the rich narratives unique to our culture.

Ending with a Bold Challenge

To close the session, I posed a question designed to provoke and inspire: “If you could break or change one practice in Philippine digital marketing that’s holding us back, in order to accelerate innovation, what would it be and why?” This question elicited some of the most insightful and concise responses of the day. Panelists touched on the need to challenge risk aversion, prioritize talent development, and reframe how we define success in campaigns—from short-term metrics to long-term cultural impact.

Reflections on Moderating BiTF 2025

Moderating the panel was a deeply rewarding experience. It reminded me of the power of collaboration and dialogue in driving the industry forward. The insights shared weren’t just theoretical; they were grounded in real-world challenges and opportunities. As I reflect on the session, I’m reminded that creativity isn’t just about the work we produce—it’s about the mindset we cultivate, the risks we’re willing to take, and the boldness to challenge the status quo.

If there’s one thing I’ve taken away, it’s this: The future of digital marketing isn’t something we wait for—it’s something we build together.

by JC Valenzuela

About the Author:

JC Valenzuela is the CEO and Founder of Propel Manila—an indie agency built on heart, hustle, and human stories. A passionate industry leader, he plays an active role in shaping the future of advertising, creativity, and digital innovation. He has been a juror for prestigious award shows such as Cannes Lions, Spikes Asia, and Kidlat Awards, and is an active member of the 4As Philippines and Internet & Mobile Marketing Association of the Philippines (IMMAP).