#IWD2025: Lennon Group's Rizza Garcia on making kindness and empowerment count

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 Rizza Garcia, co-founder and ECD at Lennon Group, 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?

Garcia: One of the most important lessons I learned at the beginning of my career was that creativity and design isn't just about aesthetics—it's also about communication, problem-solving, and creating meaning.

This is what drew me to the industry, and it's what has kept me going: the belief that we in this field have the power to shape narratives and influence culture through creativity. Seeing how creative work can inspire positive change, I was motivated and inspired to take part in that mission.

Now, as a co-founder and ECD at Lennon Group, I have the rare privilege of pursuing my passions with purpose.

Additionally, witnessing more women and underrepresented creatives break barriers in the industry has reminded me of why it's so important to keep pushing forward.

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

Garcia: When I was younger, I was fortunate to work in a creative agency that gave me the chance to compete internationally and represent my country. It was an example of how important it is to create spaces where young creatives can build their creative confidence.

I was also lucky to work with different types of creative leaders, each with their own leadership styles, guiding me through different stages of my career.

These experiences taught me that every creative has unique needs and requires different kinds of support. They also showed me that a great leader must be able to adapt and to lead with kindness, to truly nurture and empower younger creatives.

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

Garcia: Despite the progress we've made, it's still more difficult to be a woman in the industry. I find that microaggressions, in particular, continue to pose a significant challenge for women. We still have to work twice as hard to earn the same respect and recognition as men.

Sometimes, the same thoughts or statements are still perceived as more credible when voiced by a man. All this puts extra pressure on you to navigate how and when to speak.

I believe that the best way to push back against this is by consciously and proactively creating spaces where women and underrepresented creatives can thrive.

This means fostering an environment where diverse voices are valued, ideas are heard, and contributions are recognised regardless of gender or social background. It's about mentorship, advocacy, and making room at the table for those who have been overlooked.

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

Garcia: You'll never regret being kind—but don't forget to be kind to yourself too. Give yourself a break, hype yourself up, and treat yourself with the same care you give others.

Speak up, take up space, trust your gut. 

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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