TBWA\SMP Chairman and Chief Creative Officer Melvin Mangada started a creative revolution that achieved unprecedented growth for his agency, its clients and the industry as a whole. Guided by the philosophy of a “radically open creative collective,” he took on a proactive mindset by refocusing the agency’s operating system from traditional creativity to innovation-based servicing to drive growth in unexplored, high-growth spaces. He scaled the agency’s innovations to better serve its clients, maximized opportunities for the growth of his people, and fortified the agency’s reputation as the networks biggest center of excellence with the most specialisms and the region’s most awarded agency of the year.