adoboTalks Podcast: How curiosity, compassion and passion to learn shaped Katrina Encanto's global path in Advertising
Katrina Encanto has built a remarkable career in global advertising, moving from Manila to leadership roles in Europe. The current Creative Director at Pablo London previously led 180 Amsterdam as Executive Creative Director. Her journey reflects a blend of cultural insight, relentless curiosity, and a commitment to teamwork.
With over 75 industry awards—including honours from D&AD, Cannes Lions, and The One Show—she has cemented her reputation as a creative force. Before her time in London, she founded and ran Encanto Models, a talent agency in the Philippines, setting the stage for her international success.
Encanto’s path began in the Philippines, where she established Encanto Models in Manila. This early experience shaped her approach to leadership, blending ambition with a deep sense of cultural awareness. Her Filipino roots continue to influence her work, emphasising compassion, collaboration, and a shared sense of purpose.
Her career soon expanded across multiple markets, from Thailand and Italy to the UK and the Netherlands. Each new environment broadened her creative perspective, reinforcing her belief that growth comes from stepping outside familiar boundaries. She credits her progress to an unrelenting desire to learn and make a tangible impact.
A firm believer in the power of teamwork, Encanto often compares creative work to athletics. Both fields, she argues, demand resilience, empathy, and the ability to adapt under pressure. She encourages creatives to embrace technology not as a replacement for human insight but as a tool to amplify it. When guided by empathy, she suggests, innovation becomes more meaningful and inclusive.
For those entering the industry, her advice is practical: stay curious, learn from every experience, and build strong relationships. Expanding one’s tastes and developing empathy, she notes, are just as vital as technical skills. Above all, she stresses that progress is a collective effort—one that thrives on diverse voices and shared goals.
Encanto’s career demonstrates how curiosity and adaptability can shape a global creative journey. Her work across continents and disciplines has earned her widespread recognition, including some of advertising’s highest accolades. Today, as Creative Director at Pablo London, she continues to champion collaboration, cultural sensitivity, and the belief that the best ideas emerge when people—and technology—work together.
