Emi Pascual

  • Guerilla Marketing Licensed Coach
  • Heads IDEATE a consultancy group
  • 30-year veteran of Philippine marketing communication wars


Emerito Pascual, or Emi, as he is more fondly known in the industry, is a 30-year veteran of Philippine marketing communication wars. His experience covers an enviable portfolio of products and services that cover a broad spectrum of consumers, and product propositions: from monthly periods and pain relief, to air and land travel; from products that wake up the senses to those that bring back memories; from healthy beverages to “sinful” delights.

Emi has been fortunate to have been mentored by some of the most brilliant minds in Philippine advertising having worked for six of the top 10 multinational advertising agencies. He also had a three-year stint on the client side, working as a resident brand and strategic planner for one of the country’s largest homebuilders.

Emi is a Guerilla Marketing Licensed Coach. He heads IDEATE a consultancy group he and his wife formed to provide guerrilla marketing coaching and training, brand and communications planning, creative services, consumer insighting research to both local and multinational clients here and abroad.

Upon request, he conducts team-building workshops, training sessions on presentation skills, and occasionally, gives motivational talks to sales people. It can be said that Emi’s mentoring and facilitation qualities were borne out of his 4-year stint as an assistant professorial lecturer on marketing communications for one of the leading universities in the country.

He is a product of public school education (elementary and high school), was a Communication Arts graduate of the University of Santo Tomas, and took partial post-graduate studies at the Ateneo-Regis MBA program.

Emi used to be in the garments business, and together with his wife had a quaint coffee shop inside the old Ayala Museum. His creative pursuits include photography, creative writing, and music. One of his prized possessions is a 34-year old original GuitarMaster classic guitar.

He is married to Anna Marie, herself a strategic planner, and former creative director and food critic. They have two teenage sons — one is a poet-songwriter and rock guitarist, while the other is a visual artist-indie music-phile and a budding classical pianist.


  • Guerrilla Marketing
  • Guerrilla Brand Planning
  • Guerrilla Selling
  • Marketing Communications
  • Presentation Skills
  • Advertising
  • Marketing for Non-Marketers
  • Creativity


Emi gave me a lot of insight not just an our customers wants, behaviors etc but on our company’s as well. – Erica B. Herrera, Ardent World, Inc.

Emi has vast experience! – Benedict De Jesus Manalo, Jr., Competitive Edge Network

Mr. Pascual connects well with his audience and interacts with as much people giving added value to the workshops. Mary Anne G. Perez, BM Perez Optical Clinic

Book Emi Pascual for training or speaking engagement in your organization.