“A brilliant creative idea blooms from a brilliant strategy. Always. This has been my belief ever since I received my first brief.” This mantra has guided Nino Gupana in his role as global creative specialist at the LEGO Group’s in house agency in Denmark for the last two-and-a-half years. Born and raised in the Philippines, Nino developed his expertise in agencies in Manila, including three years as creative director at Wunderman Thompson and one as creative director at Digital FCB.
Nino has been chosen to join the MAD STARS 2025 jury, bringing a viewpoint that is unique in many ways, coloured by brand as well as agency thinking and cultural understanding from two very distinctive regions.
MAD STARS is open for entries until June 16, with Early Bird pricing until May 9 and regular pricing until May 30. Find everything you need to know to enter here. It has selected its Preliminary and Final jury, with the Executive Jury still being finalised. View the juries here.
MAD STARS: What do you think are the challenges and advantages of being in an in-house agency?
Nino Gupana: I don’t see challenges as roadblocks. I see them as opportunities. Whether in an external agency or an in-house setup, opportunities are building bricks to untapped potential. In that sense, opportunities and advantages are two sides of the same coin.
So my answer to your question, wearing both the brand and creative hats is an opportunity and an advantage. We get the best of both worlds: blending brand-side insights with agency agility. We have our marketing colleagues as partners, not as clients. We have the power to create meaningful, purpose-driven communication that reflects the brand’s values and makes long-lasting impact — hopefully without too many last-minute revisions.
MAD STARS: Do you feel that you will bring a unique perspective in your role as a final MAD STARS judge? what will you be looking for?
Nino Gupana: Every juror at MAD STARS brings a unique voice and perspective to the table — think creative potluck. From preliminary rounds to final and executive jury rooms, each member of these esteemed groups contributes valuable insights shaped by their distinct backgrounds and creative fundamentals. The mixture of ideas, fusion of thoughts and occasional “wait, what” moments make the experience delightfully mad.
As for me, having navigated the Asian advertising landscape and now leading creative campaigns on a global scale allow me to offer flavourful insights and exquisite concepts that are both universally impactful and culturally relevant.
MAD STARS: What do you think are the most important issues of advertising to address to confront the future?
Nino Gupana: Advertising is on the right trajectory, evolving into a purpose-driven force. Purpose gives life meaning apart from providing punchline to jokes and surprise endings to stories. And as communicators, we are entrusted with the privilege and responsibility to propagating that meaning, that punchline, that ending.
MAD STARS: What are the biggest challenges currently facing the advertising industry in your region? Where and how is it excelling?
Nino Gupana: Again, I wouldn’t label challenges as challenges but opportunities. I am fortunate enough to experience the grit of Asia and grandeur of Europe in my career. And the opportunity lies in the unpredictable evolution of humanity—our shifting needs, wants, ambitions, fears, wins and losses. There is no set rhythm to this progression so either we pursue or anticipate.
MAD STARS: What do you think is the importance of global awards and festivals to the advertising industry?
Nino Gupana: Global shows make the world smaller and bringing us closer by helping us understand and respect different cultures and behaviours—proving that, despite distance and language barriers, we laugh at the same awkward moments. They build connections with others and foster empathy within ourselves as we navigate our purpose to rebuilding the world.
