Showing posts from November, 2005

Melvin Mangada's disruptive soul

Disruptive Soul 
By Walter Ang
November 2005
Metro Magazine

Melvin Mangada walks into the frame, his hair a lion's mane of wavy tendrils softening his tall frame. The background is his all-white lair, energy crackling in the air. The man is wearing a black sports jacket oh-so-casually paired with stone-washed jeans and blue Prada sneakers. A beam of red light shines against the wall behind him, sculpting a box with the letters "TBWA/SMP" for all to see. Everything looks and feels in place. The camera clicks away and you can almost hear him purr.

He's got every reason to preen. He is the "M" in those last three letters, the initials of a triumvirate who have been roaring loudly these past few years in the advertising industry. As executive creative director of this four-year old ad agency, Mangada has been leading his pack of copywriters and art directors towards one conquest after another.

"When I was approached to join TBWA, my only condition was that…