Mad was set up with partners Agnes Maranan, strategic planner, and Nonon Del Carmen, executive creative director. Mad’s services will encompass brand building and consulting, campaign planning and management, brand activation, promotions, PR and network tie-ups.
Both Aquino and Abunda host TV shows on ABS-CBN. Abunda also runs a talent management company. Aquino, who fills the role of ‘Mad consultant’, is a popular product endorser. The child of former president Corazon Aquino, dubbed ‘the commercial princess of the Philippines’, has featured in commercials for brands including San Miguel and Smart Communications.
Del Carmen is an advertising veteran with 16 years’ industry experience. Prior to setting up Mad, he was ECD of DDB Philippines. He has also had stints as creative director at Lowe Philippines, JWT Manila and BBDO/ Guerrero Ortega. Maranan is a practicing lawyer.
It is unclear which clients have joined the agency to date. None of the founders where available for comment as Media went to press.
