Ela Federigan-Chua
General Manager
Optimax Communications Group
Philippines
Ela Federigan-Chua is one of the advertising industry's leaders who has built a distinguished career through perseverance, strategic insight, and an ability to evolve with the changing media landscape.
She began her career in 1997 as a media assistant at Ammirati Puris Lintas Manila, developing a strong foundation in media planning and consumer insight. A defining milestone came in 2011 when she became general manager of Touch XDA, the independent media arm of DDB Group Philippines. Under her leadership, the agency became one of the first in the country to integrate traditional above-the-line advertising with digital media solutions — an early move that reflected her ability to anticipate the industry's shift toward connected, data-driven communications.
In 2018, Federigan-Chua was entrusted with establishing Optimax Communications Group as a spin-off agency. From a 10-person startup, she has grown it into a 53-strong team combining IMC, digital, and media expertise. What began with one client has expanded into partnerships with top brands in automotive, banking, retail, and hospitality, fuelling annual double-digit growth. In 2025, revenue rose 48%, with a corresponding 43% increase in profit before tax and a healthy 36% PBT margin.
Standout work includes the Philippine National Bank's brand relaunch campaign, which drove digital banking adoption and contributed to PNB's awards recognition as a most admired financial provider. She also secured BYD, the global electric vehicle brand, as a major new client.
Known for her open-door policy and empowering leadership style, Federigan-Chua gives her team the independence to learn and experiment — stepping in with guidance and the occasional tough love that builds resilience and stronger professionals.
To Quote: “She has an incredible ability to pick up on ideas quickly and turn them into focused, high-impact campaigns, often anticipating our needs before we even articulate them. Her leadership brings clarity and calm to fast-paced, high-stakes projects — a rare quality that we deeply value." — Jennifer Ng, SVP, Philippine National Bank
