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Shaping conversations through ideas, stories, and industry perspectives.
PUBLICAT
A publication for ideas, people, and the things that make brands matter.
PUBLICAT is GIBU®’s editorial space for exploring the ideas, people, culture, and creative thinking behind the work we do.
Here, we share perspectives from our work across strategy, creativity, design, branding, technology, and business, alongside conversations with the people shaping the industries and communities around us.
It is not a corporate newsroom.
It is a place to think out loud.
We explore the strategic rationale behind creative ideas, the people and perspectives that shape them, and the cultural forces that influence their relevance and effectiveness. From consumer intelligence and creative strategy to media behavior, cultural context, and performance outcomes, PUBLICAT asks the questions that move marketing forward and turns those insights into sharper, more meaningful work.
PUBLICAT®
TRU$T as the New Media Currency: Building a Social-First Campaign
The era of buying reach is giving way to the era of earning belief. For years, influencer marketing was largely a numbers game: bigger following, bigger reach, bigger campaign. But audiences have changed. Today, consumers—particularly Millennials and Gen Z—are increasingly drawn to creators who feel familiar, relatable, and real. The most valuable influence may no longer come from the person with the largest audience, but from the person whose audience actually listens. This
2 min read
The Fragmented Attention Economy: Being Everywhere Is No Longer Enough
Consumers don’t experience your brand in channels. They experience it as one continuous journey. In a world where a customer can move from TikTok to Instagram, from a mobile screen to a physical store, and from an advertisement to a chatbot in a matter of minutes, brands face a new challenge: how do you turn fragmented attention into a connected brand experience? The Fragmented Attention Economy explores the emerging discipline of omnichannel storytelling—where creative, medi
2 min read
The Digital Dressing Room: Gen Z’s Click-to-Closet Habits
A data-driven look at how social feeds, creators, and culture move Gen Z from inspiration → cart → closet. Mapping Gen Z’s Digital Fashion Behavior? Gen Z doesn’t just discover fashion online. They discover, validate, desire, compare, buy, and share it there. The Digital Dressing Room is a data-informed look at how Gen Z moves from scroll to style, inspiration to checkout, and purchase to participation—and what that journey means for brands competing for attention in an incre
1 min read
News
GIBU Executive Producer Carlos Hilaga Leads Mataya-taya to Finalist Spot at Dokyu Bata National Finals
Tsinelas Films’ documentary on the decline of public play spaces selected among 30 nationwide entries. MANILA, PHILIPPINES — October 17, 2026 — Mataya-taya, a documentary produced by Tsinelas Films in collaboration with GIBU Agency, has been selected as one of ten national finalists in the Adult Division of DOKYUBATA 2026: DEKADA – Kwento ng Kabataan, Bayan, at ng Pagbabago. The film was selected from 101 submissions nationwide across three competition divisions, marking a si
Oct 173 min read
GIBU Appoints Serra Gonzalez as Integrated Account Director, Advancing The Business of Coherence®
Philippines | October 2026 — GIBU Agency, a Full-Stack Performance Creative Agency based in the Philippines, announces the appointment of Serra Gonzalez as Integrated Account Director, strengthening its commitment to connecting business strategy, creative execution, media, and performance under one integrated system. With over 12 years of experience across project management, digital marketing, operations, business development, and creative production, Gonzalez brings a multi
Oct 122 min read
Frankie Badango Takes on the Role of Jr. Creative Director at GIBU Creatives
Philippines — October 2026 — GIBU Creatives proudly welcomes Frankie Badango as Jr. Creative Director, bringing a filmmaker’s perspective, cinematic storytelling discipline, and strong media experience into the agency’s evolving creative leadership. Frankie’s creative journey began with writing stories and evolved into directing short films and documentaries, with his work earning national recognition along the way. His experience extends beyond filmmaking, having worked with
Oct 62 min read
The Heart Behind the Work: Carlos Hilaga on Leadership, Production, and Building What Matters
After nearly six years working across teams, people, and productions, Carlos Hilaga, GIBU Agency’s Executive Producer, has developed a perspective on leadership that goes beyond timelines, resources, and deliverables. For Carlos, production is an ecosystem that needs to be nurtured, mentored, and given the right direction to grow. His role is to help create an environment where creative minds can do their best work while ensuring that the work creates value for the businesses
Aug 273 min read
Nutrifam: Makes Magic Rice a Campaign that invites you back to eat at the table.
How GIBU Agency turned a health-conscious rice alternative into an invitation to enjoy the staple Filipinos already love. Rice is more than a side dish in Filipino households. It is part of the everyday meal, a familiar comfort, and often the food people find hardest to give up when trying to eat healthier. For Nutrifam’s Magic Rice, the challenge was therefore bigger than building awareness. The real question was consideration: How can a better-for-you rice option feel like
Aug 263 min read
Gia Gabrinao on Creativity, Craft, and the Future of Art Direction
GIBU Appoints Gia Gabrinao as the Jr. Art Director (Creatives). At GIBU Agency, creativity is not simply about producing work that looks good. It is about finding meaning, building connections, solving problems, and making choices with intention. For Gia Gabrinao, Jr. Art Director at GIBU, creativity exists somewhere between familiarity and surprise—a balance that allows ideas to connect with people while still giving them something unexpected. “Good creative work shouldn’t j
Aug 254 min read
Culture Code: Decoding the Communities Shaping Consumer Behavior
By GIBU Publicat The relationship between brands and consumers has changed. Consumers are no longer simply audiences waiting to be reached. They discover, validate, share, and shape what becomes relevant through creators, fandoms, subcultures, shared passions, and communities. For brands, the question is no longer just “Who is the audience?” It is becoming: “Who is shaping the audience?” Culture Code is an upcoming platform by GIBU Publicat that explores the communities, cult
Aug 231 min read
Q1-Q3 Wrap-UP: What Just Happened in 2026?
January–August 2026 The first half of 2026 has been anything but quiet. From creative gatherings and industry masterclasses to new conversations around sustainability and recognition for our own people, the past months have given us plenty of reasons to pause, reflect, and look ahead. For GIBU, these moments are more than milestones. They are opportunities to stay close to the conversations shaping industries, sharpen our craft, and bring new perspectives back into the work w
Aug 204 min read
GIBU at GDG PUP Sparkfest 2026 - INKSPIRE: The Art of Visual Storytelling in the Digital Age
MANILA, PHILIPPINES — June 17, 2026 — In a digital landscape where technology can build powerful products and systems, communicating those ideas effectively has become just as important as building them. This was at the heart of Inkspire, a flagship learning session under SparkPulse: Design. Build. Deploy. by the Google Developer Group Polytechnic University of the Philippines (GDG PUP), held on June 17, 2026 at the PUP Information and Communications Technology Office. Bringi
Aug 193 min read
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TRU$T as the New Media Currency: Building a Social-First Campaign
The era of buying reach is giving way to the era of earning belief. For years, influencer marketing was largely a numbers game: bigger following, bigger reach, bigger campaign. But audiences have changed. Today, consumers—particularly Millennials and Gen Z—are increasingly drawn to creators who feel familiar, relatable, and real. The most valuable influence may no longer come from the person with the largest audience, but from the person whose audience actually listens. This
The Fragmented Attention Economy: Being Everywhere Is No Longer Enough
Consumers don’t experience your brand in channels. They experience it as one continuous journey. In a world where a customer can move from TikTok to Instagram, from a mobile screen to a physical store, and from an advertisement to a chatbot in a matter of minutes, brands face a new challenge: how do you turn fragmented attention into a connected brand experience? The Fragmented Attention Economy explores the emerging discipline of omnichannel storytelling—where creative, medi
The Digital Dressing Room: Gen Z’s Click-to-Closet Habits
A data-driven look at how social feeds, creators, and culture move Gen Z from inspiration → cart → closet. Mapping Gen Z’s Digital Fashion Behavior? Gen Z doesn’t just discover fashion online. They discover, validate, desire, compare, buy, and share it there. The Digital Dressing Room is a data-informed look at how Gen Z moves from scroll to style, inspiration to checkout, and purchase to participation—and what that journey means for brands competing for attention in an incre
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