Wavemaker’s Malu Vasallo to Represent the Philippines in Campaign’s Women Leading Change Awards 2020

While the entire industry continues to find its bearings amidst a global crisis, Malu Vasallo serves as a beacon of inspiration. The Wavemaker head is one of four shortlisted entrants – and the sole Philippine representative – in the running for CEO of the Year in Campaign’s 2020 Women Leading Change Awards. She is also a nominee in the Vision Leader category, an accolade she had previously received in 2018.

Since taking the helm, Malu has steered the course of Wavemaker from a media agency to an integrated marketing powerhouse: bringing the best of strategy, media, and creativity under one ship. In 2019, Wavemaker posted an impressive 34% growth in revenue, winning over performance-oriented clients like PLDT-SMART, Huawei, and L’Oreal Paris, on top of organic business growth and revenue extraction generated from long-time stalwarts like Colgate-Palmolive and Pfizer. 

This growth is driven by her unshakeable belief in product creation and talent development: positioning Dynamic Creative as a core product of the business; and instituting training programs and performance-driven incentives unique to the agency.

Malu inspires those around her, holds her products and employees in the highest regard, and deftly manages her entire organization with integrity. By tirelessly upholding the agency’s values of passion, agility, collaboration, entrepreneurship, and diversity, Malu fosters much-needed optimism in a time of great uncertainty. 

While the results are still under deliberation, it’s safe to say that, to everyone at Wavemaker, she is already very much a winner.