About
TBWA\Santiago, Mangada, Puno Advertising, Incorporated (TBWA\SMP) is a full-service advertising and creative agency based in Makati City, Philippines, and a member of the TBWA\Worldwide network — part of Omnicom Group, one of the world's Big 4 advertising holding companies. The name TBWA stands for Tragos, Bonnange, Wiesendanger, and Ajroldi, the surnames of the agency's founding international partners, while Santiago, Mangada, and Puno refer to its Filipino managing partners: Jimmy Santiago, Melvin Mangada, and Jacinto Puno. The agency is internationally recognized for its application of TBWA's proprietary Disruption® methodology — a structured approach to identifying and challenging market conventions to drive transformative brand growth. TBWA\SMP has been named Network Agency of the Year by the Philippine Association of Accredited Advertising Agencies (4As) for an unprecedented 13 consecutive years. Its award-winning campaigns span local and international festivals including Cannes Lions, Clio Awards, One Show, AdFest, Spikes Asia, and Campaign Asia AOY. The agency has also earned distinction for its workplace culture, receiving Campaign Asia wins for Best in Culture and Best Place to Work. Key clients include McDonald's Philippines, Nissan, adidas, Apple, and Gatorade, among others. TBWA\SMP has also established TBWA\DLAB, an in-house innovation unit that introduced AI-assisted workflows for strategy, creative, PR, social, and production.