Tribal Worldwide Philippines’ Diane Chua becomes the country’s sole representative in Campaign Asia-Pacific’s 2021 “40 under 40” elite roster of young leaders aged 40 years and below with ample potential in the region’s marketing communications industry.
On its ninth edition, the list includes leaders with impressive career trajectory, proven ability to deliver and execute innovative ideas, leadership qualities that inspire, and undeniable desire to lift up the industry and the people in it.
“It is an honor to be included in Campaign’s 40 under 40. It takes a Tribe – I attribute this win to my Tribal warriors and other colleagues at DDB Group Philippines. Our concerted efforts have enabled us to do more not only for our clients but for society in general, using technologies to solve real problems and make the world kinder,” said Chua.
Born to a family of advertising greats, Chua has only continued that great legacy with her own career. Firstly, as a national athlete, having ranked No. 1 in the country and twice representing the Philippines in the World Martial Arts Festival, and secondly, through pulling no punches as an award-winning digital marketing leader both in the Philippines and the wider region.
Beginning her career as a copywriter at DDB Philippines, Chua moved to Australia where she did stints for DDB Sydney as one of its first integrated planners, and later for Telstra Australia as senior marketing strategist. Returning to the Philippines in 2012, Chua joined Tribal Worldwide Philippines (Tribal DDB), where she led the evolution of Tribal to become the ‘Total Experience’ agency.
Working with 17 local and international brands, managing 44 communities and platforms, Tribal constantly ranked among the Philippines’ Top hottest creative agencies by Campaign Brief’s The Work, placing 6th this year.
A passionate creative problem solver, Chua pieces together different disciplines to help solve clients’ and society’s varying challenges. For instance, projects she has led both in Strategy and implementation for a leading telco firm has helped bring about an unprecented 395% growth in revenues vs. target during campaign period.
Handholding clients in navigating changes, Chua achieved 100% client retention in the last 12 months as Tribal continues to grow organically with its long-standing client relationships of up to 14-year tenure with industry leading local and multinational brands, while achieving excellent newbiz record with a 90% winning average.
Chua leads a diverse team of 51 with her mantra being people, product and profit—always in that order. Tribal’s people have free 24/7 access to well-being coaches, psychologists; habit-change programs, fitness classes and talks; and mental health leaves of up to six weeks. Tribal’s extra flexible working hours allow people to prioritize family, personal goals and life situations while doing their best work.
Beyond her day job, Chua has trained thousands of small business owners and entrepreneurs in the Philippines across industries such as tourism, telecommunications, and health on how to do digital marketing. She’s also an active advocate fighting violence against women and children. And she continously helps government efforts towards creating localised digital and mobile plans that help prevent Filipino children from dying due to malnutrition.
