40 Under 40 2025: Angelica Lorenzo, BBDO Guerrero

Angelica Lorenzo

General manager
BBDO Guerrero
Philippines

This is the kind of story agencies tell about leaders who shape both business and culture. Angelica Lorenzo started her career in 2010 at BBDO as an entry level account manager, dealing with the complexities of accounts and client relationships, yet quickly distinguished herself with a mix of sharp thinking, persistent curiosity, and a genuine care for the people around her. Her ascent, as the agency CEO Francine Gonzalez remarks, was never about the title but about impact and the role model she had become for young leaders.

For PepsiCo, one of the agency’s largest clients, Lorenzo rolled out “excellence briefs” to pull clients in early and give teams the room to experiment before scaling. The results speak for themselves: a sound-driven Mountain Dew campaign snagged a Bronze Cannes Lion, PepsiCo’s only Lion in Asia in 2024, plus D&AD metals and two more Cannes shortlists.

Another hit, Pepsi Soundbites, used custom audio to make food taste better, drove a 3% sales uplift and is now set for a wider rollout. Beyond awards, these initiatives fortified client trust and boosted the bottom line, with fees up 22%—that earned BBDO Guerrero a Silver in Southeast Asia Agency-Marketer Partnership at Campaign Asia’s 2024 AOY Awards.

Philippine Airlines’ brand refresh turned into a multi-unit partnership that blew past forecasts, with growth set to accelerate. For Bank of the Philippine Islands (BPI), Lorenzo revved up the creative strategy and the end result is a heightened satisfaction score and business performance. Today, half of the agency’s revenue flows from accounts under her stewardship.

Lorenzo regularly meets with her teams, champions mental health and work-life balance, and has built recognition programmes that reward values as much as output. The result? Top rankings for internal pride and retention rates well above industry benchmarks.

Diversity and inclusion are core to her ethos. She opens leadership doors to emerging talent, especially women and first-time managers, while mentoring widely across the network. Outside the day job, she extends her impact from gender equity scholarships to sustainability initiatives that support local communities. 

As Francine Gonzalez, BBDO Guerrero’s CEO, puts it: “The agency wouldn’t be what it is today without Angelica. She’s passionate about both the work and the people she works with, growing key partnerships and delivering some of our most notable campaigns. She’s a role model for young leaders across the network.”