BBDO Guerrero Manila’s Irish Bautista and Talented Bengaluru’s Samyu Murali have been named among the 36 global winners of The One Club for Creativity’s Next Creative Leaders 2025. The program, celebrating its 10th year, honors emerging women and non-binary creatives driving industry change through innovation, leadership, and advocacy worldwide.
In a year that marks a decade of celebrating creative excellence, The One Club for Creativity has announced the winners of the Global Next Creative Leaders (NCL) 2025 — and two names from Asia-Pacific are shining bright on the global stage. Irish Bautista, Associate Creative Director at BBDO Guerrero Manila, and Samyu Murali, Creative at Talented Bengaluru, have been recognized among the 36 winners from 17 countries, representing the very best of women and non-binary talent shaping the future of creativity.
The Next Creative Leaders program, founded in partnership with The 3% Movement, stands as the industry’s only free global portfolio competition dedicated to spotlighting emerging women, non-binary, and trans creatives. Over the past ten years, it has evolved into a vital platform for celebrating not just outstanding creative work but also leadership rooted in empathy, advocacy, and progress.
Elevating Diverse Voices in Creativity
The winners of NCL 2025 were selected by a jury of 59 top creatives from 23 countries, a process designed to reflect the program’s global reach and its mission to elevate diverse perspectives. The recognition highlights creative professionals who are not only redefining the craft but also using their influence to open doors for others.
Among this year’s Asia-Pacific honorees, alongside Bautista and Murali, were Rebecca Morriss, Creative Director at DDB Group Melbourne, and Phoebe Sloane, Creative Director at Bullfrog Melbourne. Together, they represent a new wave of leadership emerging from the region — a generation of thinkers and makers breaking conventions and bringing authenticity to the forefront of brand storytelling.
“Next Creative Leaders identifies, elevates, and gives voice to creatives around the world who are making a real difference, opening doors, and inspiring the next generation,” said Kevin Swanepoel, CEO of The One Club for Creativity. “For more than two decades, The One Club has been committed to improving diversity and gender equality in the industry, and NCL continues to be one of our fastest-growing programs.”
India’s Rising Creative Voice
For India, Samyu Murali’s win is particularly significant. Representing Talented Bengaluru, one of the country’s most forward-thinking independent agencies, Murali’s recognition underscores the creative evolution happening within India’s advertising ecosystem. Her work, often characterized by emotional intelligence, digital fluency, and a sense of cultural truth, reflects how Indian creatives are increasingly shaping the global narrative.
Murali’s inclusion among global peers from markets like the U.S., UK, and Europe speaks volumes about India’s expanding creative influence — an industry now marked by innovation that blends tradition with modern storytelling.
The Philippines’ Creative Excellence
Similarly, Irish Bautista’s recognition reaffirms the Philippines’ long-standing reputation as a hub of creativity and design excellence. As an Associate Creative Director at BBDO Guerrero, Bautista has been instrumental in developing campaigns that marry cultural relevance with universal appeal. Her selection as a Next Creative Leader highlights how Filipino creatives continue to stand at the forefront of storytelling that balances heart, humor, and humanity.
Bautista joins a growing roster of Filipino creatives gaining international recognition for their work — an indication that Manila’s creative community continues to produce talent that resonates across borders.
Beyond Awards: A Platform for Change
The Next Creative Leaders program goes beyond accolades. Winners are judged not only on their creative output but also on their contribution to the industry’s social fabric — how they promote inclusion, mentor others, and advocate for change.
Eligible participants included copywriters, art directors, designers, associate creative directors, and newly appointed creative or design directors with less than one year in the role. Creative teams doing game-changing work were also considered. Each entrant submitted a portfolio of four to six pieces alongside reflections on how they are advancing the creative community through leadership and advocacy.
In keeping with its mission of accessibility, The One Club continues to make NCL completely free to enter — ensuring that financial barriers don’t prevent talented creatives from gaining global visibility.
A Celebration of Vision and Craft
To honor this year’s winners, a special virtual celebration is scheduled for November 6, where past and present NCL honorees will come together for discussions on creativity, leadership, and industry transformation.
Each winner receives a one-year complimentary individual membership with The One Club for Creativity, opportunities to serve on juries for the organization’s prestigious awards programs, and free entry to professional development conferences valued at over $1,000. Their work will also be showcased across The One Club’s website and social media channels, amplifying their influence in front of global audiences and industry leaders.
Designed for a New Decade
This year’s branding for Next Creative Leaders 2025 was designed by Du Nieto (he/they), an NCL 2021 winner and lead designer at Revolut. The visual identity, featuring the Romie Light Italic typeface donated by Margot Lévêque Studio in New York, reflects the evolution of the program — bold, inclusive, and forward-looking.
As the initiative enters its 10th year, its significance continues to grow. What began as a movement to highlight underrepresented creative voices has become a global standard for recognizing leadership that blends creativity with conscience.
Shaping the Future of Creativity
The recognition of Irish Bautista and Samyu Murali is not just a personal achievement but a milestone for their respective countries. Their inclusion in this global list reaffirms that Asia’s creative pulse — from Manila to Bengaluru — is one of energy, diversity, and fearless storytelling.
Through initiatives like Next Creative Leaders, The One Club for Creativity and The 3% Movement are ensuring that the future of the industry reflects the world it speaks to: diverse, dynamic, and driven by ideas that connect humanity through creativity.
As the next generation of leaders steps into the spotlight, one thing is clear — the creative industry’s future will be defined not just by brilliant campaigns, but by the people who make them possible.
