Meet Our New Probee: Diane Isabel “Chabs” Chua
By Jeff Dytuco
Part of Campaign Asia 2020’s “40 Under 40” elite roster of proven leaders and outstanding practitioners who positively impact the marketing communications industry in the Asia Pacific, Diane Chua is the Managing Director of Tribal Worldwide Philippines.
She led the evolution of Tribal PH to become the Total Experience™ Agency with her diverse experience and expertise in integrated digital creative business solutions, her excellent level of understanding of culture, consumer and category, strategy background, and learner mindset and leadership.
She has local and international experience, from digital and social marketing, strategic planning, business development, account management and creative gained from working with blue chip clients such as Tourism Australia, PLDT, Smart, Johnson & Johnson, McDonald’s AU, Dell Australia/NZ, Telstra Corporation AU, NutriAsia (local and exports), G-Shock and Casio, FIBA, SM Supermalls, and Volkswagen among others.
She started her career as copywriter at DDB Philippines handling a major industry player during the “telco wars” in early 2000s, while being a bemedaled National Athlete, ranked No.1 in the country and twice representative in the World Martial Arts Festival.
She moved to DDB Group Sydney as one of its first integrated planners, where she played a a key role in establishing the latter’s social media & digital planning offering which was then held as best practice in strategy/social intelligence by DDB Worldwide. They launched Tourism Australia’s social media strategy back in 2008. She then worked as Senior marketing strategist at Telstra Australia.
She has won several local and international awards for strategies created for clients. She was also a guest lecturer at the AFA Ad School for Digital Strategy in Sydney, PANA Brand Academy for Digital Marketing and a winner at the Australian Planning Group Creative Awards for Channel Strategy.
Above photo taken by Diane
Despite many opportunities in Sydney, she came home to the Philippines in 2012 for Tribal Worldwide Philippines. Believing that everything has a solution and a passionate creative problem solver, Diane pieces together different disciplines to help solve clients’ and society’s varying challenges.
Tribal constantly ranked among the Philippines’ Top hottest creative agencies by Campaign Brief’s The Work, the only digitally-centric agency to consistently make it to the list.
Like DDB Founder Bill Bernbach, Diane believes in being shapers of society. Diane has trained thousands of micro small business owners and entrepreneurs in the Philippines across industries such as tourism, telecommunications, and health, on how to do digital marketing. These workshops support the livelihood and advocacies of the trainees, and help their families thrive during this pandemic.
Diane is an active Anti-Violence Against Women and Children advocate, with Tribal having a long-standing partnership with the Philippine Commission on Women to create campaigns like the Macho Choir for Safe Spaces Act to stop abuse which in 2019 was passed into the safe spaces law.
Above photo, Diane with her two kids, Gil (left) and Liam (right)
She was a Filipino Kali Arnis (stick fighting martial art) national champion and team captain, and continues to be an advocate of teaching Filipino martial arts to the next generation.
Welcome to Zone V Camera Club Diane!
