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Woman to Watch

Woman to Watch

Patricia Murphy

Patricia Murphy

November 17, 2020

Havas Media Ortega’s Shayne Madamba says a “never give up attitude” led to her impressive inclusion on Campaign Asia’s Women to Watch list this year.

"My teammates would always describe my leadership style as one for all, all for one"

Shayne, who is Chief Digital Officer of the agency in Manila, Philippines, chats about the recognition, her effective leadership style and why she was so compelled to offer her expertise to smaller businesses during the darkest days of the pandemic.

 

How did it feel to be named on Campaign Asia’s ‘Women to Watch’ list this year?

I was so happy! I believe it was the perfect birthday gift because when Campaign Asia announced the list of women who made it, it was August 18, which is my birthday. I couldn’t describe in words the feeling – but most importantly, it was such a big achievement not only for myself, but for everyone who has helped me reach where I am now.

Havas Media Ortega’s digital revenue grew 36% in 2019 under your leadership, which is amazing! Can you tell us a little about your leadership style?

My teammates would always describe my leadership style as “one for all, all for one.” Sounds cheesy, but the people who know me very well can attest to my “never give up” attitude. And that kind of attitude has brought me to many places. Our business growth is mainly driven by our never-ending new business pitches. There have been many times that there were pitches that had to be done in less than four days. Secondly, my strategy has always been to not forget organically growing existing clients as well. Often times, we get blinded by bigger opportunities from new potential clients, and generally agencies would sometimes forget there are equally great opportunities by growing existing clients. Because of this, we were able to grow clients who already love working with us at least two-fold in digital.

The core of your digital marketing strategy is to keep everything approachable and jargon-free – why it has worked for your clients at Havas?

In an emerging market like the Philippines, I personally believe that many companies have already grown in their digital maturity but there is still a majority who are confused and are looking for the right partners to help them grow. Unfortunately, some clients are misled by partners who, to be honest, just complicate things and make clients spend on systems, tools, or platforms that are not necessary just to earn commission. That is why in any kind of client encounter, I make it a point that clients understand fully how we approach things, what the implementation tactics are, and what scenarios can be considered before pushing them to decide on which is best. Constant education is key. Technology changes so fast, and we have key client decision-makers who have their hands tied with their own marketing roles. It is imperative for us, agencies, to make sure that clients do not blindly decide out of trust or just because they rely on us for executing their campaigns. That’s why our best practice is always to hold digital workshops, over and above the usual workshops provided by key partners like Facebook and Google. Clients love working with partners who grow with them. That’s why it is so important to instill this no matter what.

In the early days of the pandemic, you dedicated so much of your time to helping communities and SMEs who needed critical help. Can you tell us a little bit about what type of projects you were involved in, and why you felt compelled to help during the pandemic?

Amid Covid-19, Filipino SMEs have been greatly affected because their brick and mortar stores have been closed for months and they had no other source of income. We can only imagine how hard it must have been for them and their families. A good friend of mine is an SME, and he reached out to me for help. He told me about how he started his store, and that he had to keep on pushing because he had people working under him and they were relying on their jobs to care for their own families. It was really heartbreaking. I personally donated to my friend and I told him to try and promote his business on Facebook. That was when I thought – there were so many other SMEs out there who would like to learn how to market their products online. We then partnered with a group of SMEs, and we did several runs of digital marketing classes for them. The SMEs themselves sent over heartfelt messages, I am sure if you read those messages, your heart would just melt!

I have also been doing classes for our friends in the healthcare sector, specifically the Human Organ Preservation Effort (HOPE), Psoriasis Association of the Philippines, and Dialysis Patients and Cancer Patients in the Philippines. They all have presence in digital and I constantly help them by conducting social media best practice classes. This allows them to improve and multiply their communications in reaching out to patients and ensure they get accurate information about how and where to get their treatments and affordable medicine. Amid the pandemic, my teaching hours with them actually got better because we conducted them virtually, so a lot of them could attend. It’s always a great feeling to be able to help communities who are in need the most.

Your Havas village is based in Manila – what are some of your favourite things to do in the city?

To all those from other Havas villages reading this, you must visit the Philippines! When the quarantine is fully lifted hopefully next year, I hope you will visit and please ask us what great places to visit apart from the popular ones already! I am very proud of the Philippines’ natural resources, especially the beaches, farms, waterfalls, mountains for hiking, and a lot more. Whether you are traveling by car or by plane, there are so many great places to visit and unwind. I live in Cavite, so we are just an hour away from the popular city of Tagaytay. We visit Tagaytay for the famous Bulalo (boiled beef and bone marrow), local massage places (my favourite is Nurture Wellness Spa), the Tagaytay flower market, and of course the captivating view of Taal volcano. If you stay in the city, I would recommend going to Aseana (lots of malls for shopping, restaurants, and casinos if you feel like pushing your luck), and old Manila (where you will find historic places like Intramuros). And in Manila, get ready to eat. You will love our local cuisine!

"My teammates would always describe my leadership style as one for all, all for one"

Shayne, who is Chief Digital Officer of the agency in Manila, Philippines, chats about the recognition, her effective leadership style and why she was so compelled to offer her expertise to smaller businesses during the darkest days of the pandemic.

 

How did it feel to be named on Campaign Asia’s ‘Women to Watch’ list this year?

I was so happy! I believe it was the perfect birthday gift because when Campaign Asia announced the list of women who made it, it was August 18, which is my birthday. I couldn’t describe in words the feeling – but most importantly, it was such a big achievement not only for myself, but for everyone who has helped me reach where I am now.

Havas Media Ortega’s digital revenue grew 36% in 2019 under your leadership, which is amazing! Can you tell us a little about your leadership style?

My teammates would always describe my leadership style as “one for all, all for one.” Sounds cheesy, but the people who know me very well can attest to my “never give up” attitude. And that kind of attitude has brought me to many places. Our business growth is mainly driven by our never-ending new business pitches. There have been many times that there were pitches that had to be done in less than four days. Secondly, my strategy has always been to not forget organically growing existing clients as well. Often times, we get blinded by bigger opportunities from new potential clients, and generally agencies would sometimes forget there are equally great opportunities by growing existing clients. Because of this, we were able to grow clients who already love working with us at least two-fold in digital.

The core of your digital marketing strategy is to keep everything approachable and jargon-free – why it has worked for your clients at Havas?

In an emerging market like the Philippines, I personally believe that many companies have already grown in their digital maturity but there is still a majority who are confused and are looking for the right partners to help them grow. Unfortunately, some clients are misled by partners who, to be honest, just complicate things and make clients spend on systems, tools, or platforms that are not necessary just to earn commission. That is why in any kind of client encounter, I make it a point that clients understand fully how we approach things, what the implementation tactics are, and what scenarios can be considered before pushing them to decide on which is best. Constant education is key. Technology changes so fast, and we have key client decision-makers who have their hands tied with their own marketing roles. It is imperative for us, agencies, to make sure that clients do not blindly decide out of trust or just because they rely on us for executing their campaigns. That’s why our best practice is always to hold digital workshops, over and above the usual workshops provided by key partners like Facebook and Google. Clients love working with partners who grow with them. That’s why it is so important to instill this no matter what.

In the early days of the pandemic, you dedicated so much of your time to helping communities and SMEs who needed critical help. Can you tell us a little bit about what type of projects you were involved in, and why you felt compelled to help during the pandemic?

Amid Covid-19, Filipino SMEs have been greatly affected because their brick and mortar stores have been closed for months and they had no other source of income. We can only imagine how hard it must have been for them and their families. A good friend of mine is an SME, and he reached out to me for help. He told me about how he started his store, and that he had to keep on pushing because he had people working under him and they were relying on their jobs to care for their own families. It was really heartbreaking. I personally donated to my friend and I told him to try and promote his business on Facebook. That was when I thought – there were so many other SMEs out there who would like to learn how to market their products online. We then partnered with a group of SMEs, and we did several runs of digital marketing classes for them. The SMEs themselves sent over heartfelt messages, I am sure if you read those messages, your heart would just melt!

I have also been doing classes for our friends in the healthcare sector, specifically the Human Organ Preservation Effort (HOPE), Psoriasis Association of the Philippines, and Dialysis Patients and Cancer Patients in the Philippines. They all have presence in digital and I constantly help them by conducting social media best practice classes. This allows them to improve and multiply their communications in reaching out to patients and ensure they get accurate information about how and where to get their treatments and affordable medicine. Amid the pandemic, my teaching hours with them actually got better because we conducted them virtually, so a lot of them could attend. It’s always a great feeling to be able to help communities who are in need the most.

Your Havas village is based in Manila – what are some of your favourite things to do in the city?

To all those from other Havas villages reading this, you must visit the Philippines! When the quarantine is fully lifted hopefully next year, I hope you will visit and please ask us what great places to visit apart from the popular ones already! I am very proud of the Philippines’ natural resources, especially the beaches, farms, waterfalls, mountains for hiking, and a lot more. Whether you are traveling by car or by plane, there are so many great places to visit and unwind. I live in Cavite, so we are just an hour away from the popular city of Tagaytay. We visit Tagaytay for the famous Bulalo (boiled beef and bone marrow), local massage places (my favourite is Nurture Wellness Spa), the Tagaytay flower market, and of course the captivating view of Taal volcano. If you stay in the city, I would recommend going to Aseana (lots of malls for shopping, restaurants, and casinos if you feel like pushing your luck), and old Manila (where you will find historic places like Intramuros). And in Manila, get ready to eat. You will love our local cuisine!

Patricia Murphy joined Havas Group in October 2019 as a Senior Editor and Writer. She has a background in digital journalism and content creation.

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