In today’s fast-paced business world, the Chief Strategy Officer (CSO)—now also doubling as Chief Marketing Officer—is a cornerstone for organizational success. Tasked with envisioning, planning, and delivering growth-oriented strategies, this role steers companies toward future objectives. JP Salustiano exemplifies this dual leadership at Dentsu Philippines, where his blend of marketing acumen and strategic foresight positions the agency for transformation and expansion.

From Market Research Rookie to Strategic Leader

Early Career & Foundations

JP’s journey began in 2003 at TNS as a market researcher. Despite entering with limited interest, he developed a deep respect for consumer insights and strategic analysis, the bedrock of impactful marketing.

Advertising & Media Evolution

In 2007, JP transitioned to UM (Universal McCann), where he harnessed strategic thinking to build engaging campaigns. Later, at Zenith Optimedia, he led media teams and analytics, driving new business through data-informed strategy.

Pitch Mastery & Agency Growth

His 2015 move to IPG Mediabrands Philippines saw JP deeply involved in over 120 pitches—achieving a remarkable 86 % win rate. By 2017, he was named Chief Strategy Officer, blending strategy with creativity and winning instincts.

Regional Leadership with Dentsu Vietnam

From 2018 to 2022, JP served as CSO & Head of Media Strategy at Dentsu Vietnam, spearheading major account wins across Southeast Asia. Now back in the Philippines, he brings international insights and renewed vigor to Dentsu Philippines.

Dentsu Philippines: A Challenger on the Rise

Dentsu Philippines brands itself as an agency “designed for what’s next”—championing innovation through its Media Service Line. The agency crafts end-to-end media strategies that deepen brand-audience connections and foster business transformation. Though emerging as a challenger in the Philippine media landscape, JP remains confident in Dentsu’s “necessary strategic shifts” and strong growth trajectory in the years ahead.

Cultivating Growth: Curiosity, Collaboration & Culture

JP champions a team culture rooted in curiosity, collaboration, and creative exploration. He encourages team members to:

• Track industry developments, audience insights, and evolving client needs
• Identify market gaps and adapt non-media solutions for scalable growth
• Engage in “radical collaboration” across Dentsu’s global talent pool to deliver cross-disciplinary solutions

By fostering an environment of proactive innovation and shared intelligence, JP ensures Dentsu adapts and grows continually.

Embracing Change: The Power of Curiosity

Rather than a fixed formula, JP’s approach to market shifts is guided by curiosity. He emphasizes:

• Continuous learning—reading and absorbing multiple perspectives
• Experimental thinking—trying new ideas and iterating in real-time
• Flexibility—adjusting strategies based on emerging insights

This mindset keeps both JP and his team agile in an ever-changing marketing terrain.

Leadership Philosophy: Positivity, Accountability & Humility

JP leads with five core principles:

1. Positive Attitude – Inspiring trust through enthusiasm and encouragement
2. Fairness and Objectivity – Rewarding merit and respecting diverse voices
3. Recognition – Celebrating both team wins and individual contributions
4. Accountability – Fostering ownership internally, while taking responsibility externally
5. Leading by Example – Staying hands-on, transparent, and committed

Influenced by mentors, JP’s management style is rooted in empowerment, enabling each team member to reach their full potential.

A Vision for the Future: Passion Meets Purpose

With two decades in marketing communications, JP now combines strategy, client leadership, and new-business expertise as CMO & CSO. Freshly returned from four years abroad, he’s driven by ambition, curiosity, and a desire to “help Dentsu win and grow” in the Philippines. His commitment? To deliver strategic excellence, ignite innovation, and make a meaningful impact through his work.

JP Salustiano, Chief Marketing Officer & Chief Strategy Officer, Dentsu Philippines, brings rich international experience, an insatiable curiosity, and a leadership approach built on positivity, accountability, and collaboration.