CEO Insights Magazine

Leaders in an AdTech agency play a defining role in navigating the intersection of data, technology, and creativity. They are responsible for driving innovation, foster­ing agile teams, and ensuring that advanced tools such as AI and programmatic platforms translate into measurable business outcomes. Their vision sets the pace for how agencies adapt to rapidly changing consumer behaviors and digital ecosystems.

Directors within AdTech agencies take this responsibility further by operationalizing strategy and embedding technology into every layer of execution. They oversee the integration of data intelligence, creative storytelling, and media delivery, ensuring seamless collaboration across functions.

In fast-growing digital markets like the Philippines, directors are instrumental in building scalable, locally relevant solutions while maintaining global standards of innovation and performance.

Among such leaders is John Louie Erestain, Chief Operating Officer of AdSpark, whose career reflects the evolution of the advertising industry across Southeast Asia. With over two decades of experience, he successfully navigated the shift from traditional advertising to “tr­adigital,” and now stands as a pioneer in the Philippine MADTech (Marketing & Advertising) space.

His career spans diverse roles across multiple markets, beginning as a Research Analyst at the major broadcast network ABS-CBN, before progressing into Research, Strategy, and Busi­ness functions at global media agencies. This journey includes tenures at Zenith Optimedia and Universal McCann in the Philippines, Starcom and Optimedia in Vietnam, and Mindshare in Cambodia.

After nearly a decade (2012–2021) as Partner for Business Development at MediaCom Indo­nesia, he returned to the Philippines in 2021, bringing a wealth of regional expertise. Rising from Director of Media Technology Management & Operations, OIC-COO in 2023 to COO in 2024, he now leads AdSpark’s transformation.

Working alongside Brave Connective Holdings within 917Ventures of the Globe Group, he has driven the expansion of the company’s enterprise business - positioning AdSpark as a leading AdTech integrator and a strategic force in strength­ening the group’s ecosystem.

As AdSpark celebrates a decade of innovation in 2026, this milestone highlights ten years of transformative growth and impact. Under his leadership, the agency has integrated specialized units like DeepSea (program­matic) and Secret Menu (creative and production) while evolving SparkRewards into an AI-powered engagement marketplace.

The next phase focuses on scaling Spark­Tech alongside emerging marketing tools, solidifying AdSpark’s MADTech foundation and its position as a for­ward-thinking leader in the Philippine digital landscape. Let’s get to know more.

How do you balance creativity with data-driven strategies when shaping the agency’s vision?

I’ve always believed that data provides intelligence, while creativity builds the connection. AdSpark has always been grounded in this philosophy, data-driven and powered by technology. We bring this to life by leveraging the Brave ecosystem, using Spark Intelligence and other portfolio companies to decode digital behavior, alongside our own DeepSea to tap into over 52M+ unique customer profiles powered by telco-grade data.

This strong data foundation enables precise audience strategies. At the same time, Secret Menu crafts compelling narratives rooted in real consumer insights. We then close the loop with SparkRewards, turning engagement into action through meaningful incentives, creating a seamless journey from awareness to conversion.

In what ways does AdSpark leverage emerging technologies to enhance ad performance?

We leverage emerging technologies through our SparkTech suite to set new benchmarks in ad performance. We’ve introduced AI-powered solutions like Talkative AI for intelligent chatbots and ConvAI for voice-driven interactions, enabling more engaging consumer experiences.

One of our key innovations is Generative Response Ads, or 'Intelligent Ads,' which allow users to interact with ads through natural language conversations.

At the core of this is DeepSea, our first-party data engine that uses opted-in, telco-grade audience data to deliver precise programmatic targeting. We also focus on expanding into mobile-first, pDOOH, and CTV solutions to drive campaigns at scale. Ultimately, we align everything with performance-based models to ensure measurable impact for our clients.

How do you see AdSpark shaping the digital advertising landscape in the Philippines over the next 3–5 years?

For the past decade, AdSpark has been in the business of shaping the digital advertising landscape in the Philippines, pioneering data-driven marketing and building the foundations of what is now a MadTech ecosystem. I envision taking this even further.

I see AdSpark leading the shift from siloed execution to tech and AI-powered marketing, where AI becomes the core engine of everything the agency does rather than just a supporting tool. My focus is on building intelligent media platforms powered by real-world data, placing them at the center of operations.

Through our “Impact by Design” approach, AdSpark aims to move beyond traditional output metrics and prioritize real business outcomes. The goal is to create a unified ecosystem where data insights, messaging, and media seamlessly integrate, enabling frictionless consumer journeys and delivering measurable, meaningful results for partners.

How would you describe your leadership style and the principles you follow as a leader?

My leadership style is centered on People-First Excellence, where I prioritize building a strong culture of trust and collaboration within the organization and our partners. I believe that when people feel valued and empowered, they naturally perform at their best.

I focus on fostering high morale, encouraging open communication, and creating an environment where teams feel engaged and supported. For me and adhering to one of our Brave values, people are our greatest asset, and investing in them drives sustainable success.

What future destination are you working toward?

The goal is building a 'Localized Marketing OS', a unified, intelligent platform designed specifically for the Philippines’ unique data landscape, cultural nuances, and mobile-first behavior. My vision is to shift the industry from simply consuming global tools to creating localized ecosystems that truly understand Filipino audiences.

This means moving beyond Western-centric models while remaining global in perspective and developing solutions that capture real-time cultural signals, from regional behaviors to emotional drivers.

I’m also focused on advancing Agentic Tech, where AI autonomously optimizes campaigns across different media platforms, using AI as a co-pilot, AdSpark will enable rapid content localization and real-time audience testing ultimately creating a seamless, intelligent infrastructure that transforms every digital interaction into a meaningful, personalized experience.

Based on your experience, what advice would you give to aspiring leaders in the industry?

My advise to aspiring leaders is to embrace transformation and see technologies like AI not as a threat, but as a powerful enabler of both personal productivity and organizational agility. The key is to stay adaptable and continuously evolve with the changing landscape.

At the same time, I strongly believe in remaining human-centric, no matter how advanced technology becomes, people should always come first. Balancing technological advancement and strong people leadership is what ultimately defines long-term success. In my 25 years of navigating the shift from traditional media to AI, I’ve learned that technology only truly succeeds when it serves the human experience.

John Louie Erestain, Chief Operating Officer, AdSpark

• Favorite Books: Drawn to the Magical Realism genre, particularly the works of Gabriel García Márquez and Eka Kurniawan (an Indonesian author). He finds amazement in how this genre seamlessly weaves fantastical, mythic elements into realistic settings, often using these metaphors to explore complex themes of history, solitude, and the human condition.
• Favorite Travel Destinations: His hometown Gubat, Sorsogon in the Philippines; Bali, Indonesia; the Maldives; and Japan.

AWARDS:

• Multiple Gold awards at the Marketing Excellence Awards for AdSpark’s leadership in Performance and Mobile Marketing
• Award-winning campaigns for major brands including Globe Telecom, Singlife Philippines, and URC
• Nominations at the Marketing Technology APAC Awards, highlighting innovation in AdTech and data-driven marketing
• Global, regional, and local recognitions during tenure at MediaCom Indonesia
• Led teams behind campaigns honored at Cannes, Campaign Asia, Global Festival of Media Awards, and MMA Smarties
• Contributed to award-winning work for leading global brands such as Coca-Cola, Fonterra, and Burger King