#IWD2025: How Angie Tijam-Tohid cultivates bold ideas and audacious thinking at Havas Ortega

In the Philippines' agency industry, women have been driving creativity, shaping brands, and influencing culture. But their path to leadership hasn't always been easy—it's a story of resilience, determination, and challenging the status quo.

This International Women's Day 2025, we celebrate the women who are redefining success in the country's agency world, breaking barriers, and paving the way for future generations. Hear from Angie Tijam-Tohid, Havas Ortega's executive creative director and the 2024 president of the 4As Philippines Creative Guild, as she shares her journey.

MARKETING-INTERACTIVE: What inspired you to pursue a career in this industry, and what has kept you motivated along the way?

Tijam-Tohid: Advertising wasn't really on my potential career list. I was initially drawn to journalism and that was my major when I entered the University of the Philippines in Diliman. After graduating, I spent a few years as a radio DJ and newscaster, which felt like an exciting and natural path for me at the time. Looking back, I can see that the universe has a way of guiding you, sometimes unexpectedly, to where you're meant to be.

My journey into advertising really began with a single, life-changing conversation. I was fortunate enough to meet a female creative director at a network agency who took a chance on me, despite my lack of experience. She didn't give me a detailed roadmap or a long speech about the profession. Instead, she simply said, "Give it a try." Those words stuck with me more than I realised. Over the years, they became a guiding mantra—encouraging me to embrace challenges, take risks, and constantly push my boundaries. I'm lucky enough to have her as a life mentor and friend to this day.

The decision to give it a try was a mindset shift that stayed with me through the years. I realised that the most important thing was not always having a clear path but being willing to explore and learn. Every new project, every campaign, and every role I took on became a chance to improve, to experiment, and to grow.

What's kept me motivated all these years is that very spirit of discovery. I still strive to be better than I was yesterday, to try things I don't know, and to face challenges head-on, even when they seem daunting. Advertising has provided me with endless opportunities to tap into creativity, work with diverse teams, and make an impact—and I'm still driven by that initial spark of curiosity.

MARKETING-INTERACTIVE: Can you share a pivotal moment in your career that shaped your approach to leadership or creativity?

Tijam-Tohid: There have been many pivotal moments in my career that have shaped who I am today, both as a leader and as a creative professional. I don't think there's just one singular moment that defines it all.

Instead, it's been a combination of experiences—working with different bosses, joining various agencies with their unique philosophies, collaborating with peers and teammates—that has consistently influenced my perspective on the kind of work I want to create, the environment I wish to foster, the growth I'm striving for, and the type of leader I aspire to be. These shifts often aligned with different phases of my life, each of them bringing new lessons and insights.

However, when it comes to creativity, our #DoTheUnreasonable philosophy at Havas Ortega has become a guiding principle in my creative process. This mindset shapes my approach to creativity because meaningful change come from doing things that seem unattainable at first. It's about being bold and having the courage to take risks, even when the outcome isn’t guaranteed.

What I've learned from this philosophy is that, as a leader, my role is to foster an environment where creativity thrives—not by following the path of least resistance but by encouraging my team to experiment, and think in ways that are sometimes uncomfortable.

That's when you begin to see the most impactful ideas emerge—ideas that can truly change the world.

MARKETING-INTERACTIVE: What challenges have you faced as a woman in the industry, and how have you navigated them?

Tijam-Tohid: Throughout my career, there have been many moments when I was the only woman in the room. Even once you're in those rooms, it's not always easy to find your voice or a place in the conversation. I've had to actively fight for that space, not because my contributions were less valuable, but because the dynamics weren't always conducive to ensuring a woman's perspective was heard or respected.

So I've learned the importance of speaking up and asserting my presence. I don't shy away from expressing my thoughts, knowing that I bring a unique perspective to the table—one that adds value to the conversation. I've always connected with people in an authentic way, which I've found is a powerful way to build trust and bridge gaps.

That said, I'm proud to see that things have changed since I first started. There are far more women in leadership roles today, especially within creative teams and agencies, than when I first entered the industry. This progress is something that makes me truly thrilled for the future.

To push this vision further, my agency recently partnered with Spark! Philippines on a project called #TheKitaInitiative, which is dedicated to increasing the visibility of women-run businesses. It's a humble yet ambitious initiative designed to provide these businesses with a platform to be seen and heard, with the goal of opening more doors for them. Women entrepreneurs, especially in industries traditionally dominated by men, often face additional barriers when it comes to gaining opportunities, support, and recognition. By elevating their voices and work, we're hoping to create a ripple effect that can inspire more women to step up and succeed in their ventures.

Navigating the challenges as a woman in this industry has not been easy, but it's been a rewarding journey.

MARKETING-INTERACTIVE: What's one piece of advice you'd give your younger self when starting out?

Tijam-Tohid: If I could give one piece of advice to my younger self, it would be: pursue what you're good at, but always be kind to yourself. It's easy to get caught up in the pressure of trying to prove yourself, especially when you're just starting out and trying to find your place in the industry. You don't need to have everything figured out from day one.

There's immense joy in the learning process. Trust that you're on your own unique journey and that growth doesn't happen on a linear timeline. Don't be afraid to take detours; it's all part of shaping who you're going to become.

As women continue to shape the Philippines' agency industry, their journey is one of courage and perseverance—driving change that goes beyond brands to redefine the industry itself.

Join us this coming 3 April for #Content360, an extravaganza centered around three core thematic pillars: Conquering Media Fragmentation; From Ideas To Impact; and Balancing Authenticity And Technology. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

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