#IWD2025: InvictusPH's Kankan Ramos on the power of authentic connections in storytelling

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 Kankan Ramos, managing partner at InvictusPH, 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?

Ramos: From a young age, I've been captivated by the power of stories—how they can shape the way we see the world, bring people together, and spark meaningful change. My background in fine arts and advertising gave me the perfect canvas to blend creativity with strategy, and that has fueled my passion for this industry.

What keeps me going is the constant evolution of the landscape—new platforms, shifting consumer behaviors, and emerging technologies push me to keep learning and adapting. But at the heart of it all, it's the people—the brilliant teams I work with, the brands that trust us to bring their vision to life, and the audiences we engage with—that make this journey deeply rewarding.

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

Ramos: I can't pinpoint just one defining moment because my career has been shaped by countless experiences—both inspiring and challenging. Every project, collaboration, and even the setbacks have taught me invaluable lessons about resilience, adaptability, and the importance of forward-thinking.

Over time, I've come to realise that human-centred storytelling is at the core of great marketing. No matter how much technology evolves, authentic connections will always be what truly resonates.

These experiences have shaped my leadership approach, making me more open to experimentation, collaboration, and lifelong learning.

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

Ramos: Like many women, I've had moments where I had to work twice as hard to prove my worth in male-dominated spaces. Fortunately, I am in an industry where inclusivity is increasingly valued, but that doesn't mean the challenges have disappeared.

One of the toughest parts of being a woman in this field is balancing an ambitious career while being a hands-on mother. It requires constant juggling, sacrifice, and resilience.

What I've learned is that breaking barriers isn't just about hard work—it's about showing up, speaking up, and making an impact. More importantly, I've found that mentorship and collaboration are powerful tools for change. By supporting and uplifting other women, I've not only found my own path forward but have also helped create a more inclusive and empowering space for future generations of women in marketing and advertising.

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

Ramos: Trust yourself more. Don't be afraid to take up space, ask the hard questions, and challenge the norm. The industry moves fast, and there will be moments of doubt, but your voice and perspective matter.

Stay curious, embrace every learning opportunity, and most importantly, never lose the passion that brought you here in the first place. Success isn't just about titles or milestones—it's about the impact you create and the people you uplift along the way.

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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