Ask any professional about the key to successful advertising, and you’ll likely hear the age-old mantra of Stephan Vogel, Chief Creative Officer at Ogilvy & Mather Germany: “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer-lasting, works with less media spending, and builds a fan community… faster.” However, not every advertiser possesses the rare skill of creativity in advertising; it’s a gift that develops over time.

Bianca Fernandez’s story mirrors this truth. Currently the Creative Director at DDB (Doyle Dane Bernbach) in the Philippines, a leading creative advertising agency, Fernandez is an award-winning creative who believes deeply in the power of advertising to change the world. A mother, an optimist, and a self-proclaimed meme supplier, her approach to creative advertising has taken her far in the industry.

A Life-Changing Moment

Bianca’s journey into advertising began in an unexpected way. While studying at university, she attended a series of talks, never anticipating how life-changing they would be. “I was initially set on a career in journalism, but while serving on the committee that organised advertising talks for my course, I fell in love with the industry,” Fernandez shared. From the outside, she was captivated by the passion, the freedom to find creative solutions, and the fun of the work. Needless to say, she was hooked.

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A Lucky First Break

A crucial aspect of working in advertising is discovering your creative voice, which is often the very reason many people are drawn to the industry. However, finding that voice isn’t always easy. For Fernandez, it came early. Growing up in the Philippines, she noticed how many people were eager to master the English language while neglecting their native tongue. Determined to address this, she and her colleagues embarked on a project to create a reality web series. They learned everything from shooting and editing to scripting and securing locations. “Winning a bronze award for that was my first major achievement. When we stepped onto the stage to accept it, it felt as though we had won a Grand Prix. That experience truly honed my skills and shaped my creative perspective,” she recalled.

Since then, Fernandez has worked on campaigns for countless brands, each time crafting messages that resonate with audiences on a deeper level while meeting marketing objectives. She believes the key to striking that balance is truly understanding your audience. “You must get real insights into who your audience is, then create work that speaks to them in a memorable and relevant way,” she explained.

Creativity in Harmony with Brand Identity

Her ability to understand both the audience and the brands she works with has served her well, particularly as she has collaborated with larger, more established brands. Today, Fernandez works with some of the biggest names in the industry, including Gatorade, Sting, Lipton, and GAC. These are iconic brands with long histories, meaning their marketing must stay fresh while preserving the essence that has made them so successful. For Fernandez, this balance is crucial. “While the way we interact with media may evolve, the core of good advertising remains the same – it’s all about a good story. The platform may change, whether print or digital, but a compelling story will always resonate with the audience,” she noted.

She also believes that no advertising format is truly obsolete. “The gadgets we use to consume content may change, but print ads aren’t dead; they’re just on a screen now,” she said.

A Meme Supplier Turned Advertiser

Working in advertising often means facing rejection, sometimes in large doses. It can be disheartening, even discouraging. However, humour and positivity are invaluable traits in overcoming such setbacks. They allow you to remain resilient, keep evolving, and not take rejection too personally. As a “meme supplier” and optimist, Fernandez believes that without a positive outlook, it’s almost impossible to thrive in the industry. “How can you continue solving problems, evolving, and innovating if you can’t find the light in the darkness? I’m grateful for the people who make me laugh and find joy in the absurd. They keep me sane,” she shared.

The Importance of Recognition

With years of experience under her belt, Fernandez understands the importance of being recognised for your work, especially through awards. She is currently serving on the prestigious jury for the Spikes Asia Awards 2025, a role she sees as a fantastic opportunity for aspiring creatives. “Creative awards, such as those from Spikes Asia, show employers that you are exceptional. They highlight your ability to think outside the box, craft innovative ideas, and drive brand success through your creativity,” she said.

As she moves forward in her career, Fernandez remains excited about what lies ahead. “Every moment in advertising is a privilege. There are so many perks to this industry that you can’t find in other fields, and one of the best is the freedom to take creative risks and solve real-world problems while letting our ‘freak flags’ fly,” she said. However, harnessing creativity isn’t always easy; it requires time, experience, and mentorship. For Fernandez, it’s important to help the next generation of creatives unlock their full potential. “I hope I can teach young creatives how to tap into their endless creativity and become true problem-solvers,” she added.

In a world that is constantly changing, Bianca Fernandez continues to prove that creative advertising is not just about selling a product – it’s about telling a story, connecting with people, and making a lasting impact.

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