In today’s ever-evolving job market, the A+ Ecosystem stands as a dynamic network of companies in the Philippines that has spent the last two decades proving that a happy, engaged workforce is the very foundation of sustainable success. As it celebrates its 20th anniversary, A+ is honoring an incredible journey built on unwavering intentionality, core values that feel like home, and a commitment to the very people who bring it all to life.
The Method Behind the Magic: How A+ Built a Thriving Ecosystem
At first glance, the A+ Ecosystem’s diverse portfolio—spanning brand activation, retail, marketing services, healthcare, tech, food, and beyond—might seem like an eclectic mix. But as Manny de Luna, Chairman of the A+ Ecosystem, explains, “The birth of the ecosystem may appear random to outsiders, but it was built with deep intentionality. Each company plays a vital role in the legacy we’re creating.” This deliberate design has allowed A+ to cultivate a business model that not only works but thrives through three key approaches:
First, A+ builds lives, not just numbers, through job creation. The ecosystem has consistently expanded its workforce, opening wide the doors to robust, meaningful employment opportunities. To date, it has provided thousands of jobs to Filipinos, empowering entire communities, one purposeful career at a time. Unlike some traditional corporations, A+ ensures that every single role is crafted with a clear purpose and an eye toward growth. Employees are valued contributors, each a unique thread in the rich fabric of a shared mission.
A+ also continues to expand its horizons. It has strategically grown its footprint by venturing into exciting new industries while staying authentically A+. From creative breakthroughs in digital storytelling to innovative food ventures, A+ continuously evolves to meet the world’s ever-changing needs. This isn’t just about staying relevant; it’s about leading the charge and setting new benchmarks for excellence.
Lastly, A+ cultivates cross-company collaboration within the ecosystem, enabling seamless synergy. Unlike siloed corporations, A+ fosters cross-company teamwork, enabling end-to-end solutions that are greater than the sum of their parts. This dynamic exchange of support makes everyone stronger, benefiting clients who receive holistic, integrated services and employees who enjoy unparalleled opportunities for learning and career mobility.
At the heart of A+’s two-decade success story is a vibrant, people-first culture anchored in three foundational pillars: Puso (Heart), Purpose, and People. These are lived philosophies which shape every decision, interaction, and innovation within the ecosystem. Puso, a Filipino concept that transcends the English word heart, embodies deep empathy, generosity, and soulful connection. It’s the unseen force that makes A+ truly special. “To operate with heart—puso na may kusa at malasakit sa trabaho at sa ka-trabaho—that’s the only way we know how to collaborate, work, and win,” shares Iya Yotoko, CEO and President of Adlib Studios and Chief Creative Officer of the A+ Ecosystem.
A Rough Way Forward, but Always Forward
Growing an ecosystem as large as A+ is not a straight and easy path. The full power of the A+ ecosystem’s resilience became evident during the COVID-19 pandemic. At the time, Manny de Luna gathered the leaders and offered reassurance: “Don’t be afraid, don’t be concerned. We will make this collectively as an ecosystem. Rather than shrink down, now is the time to move forward.” The first priority, he declared, was to take care of their people. “We were single-minded in making sure that nobody lost their jobs,” Millie de Luna-Daluz, Chief Transformation Officer handling A+ start-ups such as Aluyan Food Group and AliveCo, shares. “We even ended up making companies that hired more people, hence some of the smaller companies were born.”
It’s this history of resilience that proves A+’s commitment to its values–a commitment that is encapsulated in their philosophy: “Guide and grow the people first and business growth will follow.” At A+, the leaders aren’t just decision-makers; they are “thinker-doers” and “doer-movers,” actively involved in modeling these values and showing up alongside their teams. As A+ embarks on its next chapter, one thing is certain: “Always A+” isn’t just a tagline—it’s a promise for decades to come.
