#IWD2025: Why OMG's Mary Buenaventura sees upskilling as the key to staying ahead

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 Mary Buenaventura, CEO of Omnicom Media Group Philippines, 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?

Buenaventura: Coming from a family who owned supermarket chains in the Philippines, I was exposed to in-store promotions and advertising materials at a young age. This led me to take several marketing and advertising courses during my years at Boston University because they allowed me to tap into my creative side.

Although I started my career in finance, which played a strong role in my ability to successfully manage a large media holding company now, I wanted to go beyond numbers. I craved for creativity and innovation. With financial acumen and creativity, I found my place in this industry that I love.

Twenty-five years in advertising and media have been a blessing. I am motivated by the desire to continue growing the size of the business, which gives me the opportunity to create future leaders. I am motivated to constantly upskill myself through continuous learning, innovation, and building strong client relationships. I am a strong believer that technology and innovation can only benefit clients if we maintain a client-first and people-first mindset in our partnerships. That is the value I wish to continue to instil with our people.

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

Buenaventura: 2015 was a game-changer for my career. I was the CEO of Y&R Philippines when I was asked to join Omnicom Media Group (OMG) Philippines and rebuild the holding company. Many doubted my ability to lead OMG Philippines as it would be my first media assignment.

However, this shift has moulded me into a better leader. I learnt to listen intently and gained the trust of the people I led, successfully reinventing and propelling OMG's growth in the Philippines. My ability to roll up my sleeves and rebuild with them proved to be the best way to lead. That experience allowed me to learn the true meaning of leading by example and to genuinely implement a people-first approach.

Leadership is based on trust, example, and ability to lead our talent to win.

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

Buenaventura: I believe the glass ceiling still exists for women but I am blessed to be in a country that celebrates women leaders in our industry. In addition, I am also very grateful that OMG APAC, with our CEO Tony Harradine at the helm, has really supported female leadership.

In my case, I became a first time mum at 45, and it was really an adjustment for me. The balancing act of being the leader of a 300-strong organisation and a new mother was quite challenging. However, I feel all the support from my tribe at OMG Philippines, and I don't think I would have gotten the same support elsewhere.

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

Buenaventura: There are three things I would like to impart to my younger self and the future leaders in the industry. The first is patience; nothing comes overnight. Throughout my entire career, patience is what kept me sane. That does not mean I don't get mad – I can still get impatient, but I learn to trust the process.

Second, you must be client-first to succeed in this industry. We need to remember that no matter what technology we have and how smart we are, we are still in a service industry after all.

Third, it is important to constantly reinvent yourself.

While it is okay to be comfortable with what you specialise in, make sure to upskill yourself by really understanding the scope of the people you work with, and how to address clients' needs with new tools. This allows you to work smarter and more effectively.

Also, upskilling does not necessarily mean getting a master's degree but rather seeking mentors within your agency. I can't stress enough the importance of collaboration and genuine active involvement to propel learning. Even at the helm of this agency, learning continues to excite me.

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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