October, 2025.- In this Roastbrief interview, Jen Sharpe, Founder and Managing Director of Think HQ, and Lisa Gumbleton, Group Head of Creative Strategy & Client Management, discuss how the agency’s purpose-driven philosophy—creating positive change through communication—shapes everything they do. Their latest work for Philippine Airlines marks sixty years of connection between Australia and the Philippines, blending creativity, strategy, and cultural insight to build a campaign that feels both heartfelt and globally relevant. Beyond promoting travel, the project celebrates belonging—speaking to Filipino-Australians returning home and Australians discovering the Philippines for the first time. For Think HQ, inclusion isn’t a checkbox or a trend—it’s the foundation of meaningful communication. As Sharpe explains, the future of advertising depends on understanding audiences through cultural nuance and empathy, crafting stories that not only resonate but also create genuine, lasting impact across communities and brands alike.
1. Think HQ defines itself as a “positive change agency.” How does this philosophy influence the way you approached the Philippine Airlines brief?
Philippine Airlines has been flying generations of Australians and Filipinos across the skies for 60 years, since launching the Sydney to Manila route. There’s an enduring connection between the Philippines and Australia. Since their inaugural service in 1965, they have carried millions of passengers and helped connect businesses, families, and travellers. We are proud to build on this and help new audiences discover the warmth of the people and beauty of the Philippines.
Lisa Gumbleton (she/her), Group Head Creative Strategy and Client Management
2. This campaign balances two audiences: Australian travelers discovering the Philippines and Filipino-Australians reconnecting with their roots. How did you design the creative and messaging to speak authentically to both Groups?
Our campaigns will speak to these audiences separately and there will be campaigns that speak to both audiences. The central positioning of the brand “The Heart of the Filipino’ can speak to both audiences because at the core is a human truth about the Filipino people being one of the most hospitable and welcoming people in the world. For Australian audiences yet to discover the beauty and warmth of the Philippines it’s an invitation to discover this, and for Filipino-Australians it’s a nostalgic reminder of culture and home.
Lisa Gumbleton (she/her), Group Head Creative Strategy and Client Management
3. Multicultural communication is one of Think HQ’s core strengths. What cultural insights about the Filipino diaspora guided the storytelling behind this campaign?
Filipino people are proud of their country, culture and family. And Philippine Airlines embodies the Filipino culture and the legacy of being the national carrier. The genuine warmth and friendliness of the cabin crew are reflective of the Filipino diaspora, as well as the care and service onboard – with a smile and Filipino hospitality that can’t be replicated.
Also, we know Filipinos feel at home when they’re welcomed on board – from hearing their own language around the cabin, to the aroma and familiarity of their favourite food (e.g. chicken inasal). These guide our storytelling to the Filipino-Australian audience, while also knowing that they also want good value fares.
Lisa Gumbleton (she/her), Group Head Creative Strategy and Client Management
4. You’re working with one of Asia’s most iconic airlines. How do you ensure the creative direction and tone remain true to Philippine Airlines’ heritage while appealing to a modern Australian audience?
We’re able to guide the development of relevant and motivating creative ideas for Australia by interpreting the campaigns that run across the world for the airline locally. We are using the brand platform as a springboard for ideas that are going to connect to people in Sydney, Melbourne, Brisbane and Perth. As a global brand, Philippine Airlines understands the power of harnessing local insights and appealing to the decision levers that will drive destination preference. Things like dialing up the natural beauty of the Philippines versus helping adventurers discover a new and vibrant destination.
Lisa Gumbleton (she/her), Group Head Creative Strategy and Client Management
5. Beyond tourism, this campaign highlights a broader shift in how Australians are rethinking travel. How does Think HQ interpret and leverage those changing travel behaviors?
Australian leisure travel has changed a lot since the pandemic and is still evolving. Growth is coming from domestic travel and short-haul international routes (Asia/Pacific). Cost-of-living pressures mean travellers hunt for better value, yet they’re still willing to pay for memorable experiences: trade-offs favour unique local experiences over generic mass tourism. We see the Philippines as a secret that’s mostly undiscovered in Australia, as it offers value, destination proximity and a dynamic culture.
Lisa Gumbleton (she/her), Group Head Creative Strategy and Client Management
6. What was the most rewarding or surprising aspect of developing this campaign—from research to creative execution?
Through research we were able to understand the different audiences in the four markets Philippine Airlines flies from in Australia. There are distinct differences between their key motivations to travel to destinations. These are major considerations and booking drivers for leisure travellers. By understanding these we were able to show how messaging and images would change according to each market – our research informing our creative ideas.
Lisa Gumbleton (she/her), Group Head Creative Strategy and Client Management
7. Think HQ has been steadily expanding its influence across integrated communications. What does this win mean for the agency’s trajectory and its growing multicultural practice?
This is a really exciting partnership for Think HQ, particularly as we continue to grow our presence in the corporate sector across Australia.
It’s a powerful opportunity to demonstrate how an integrated communications campaign can create real, positive change for clients not just in how they communicate, but in how they connect and build trust with their audiences- and the impact that can have on their business. The integrated model allows us to be adaptive and to build cumulative impact across channels and disciplines, which is a real strength.
As we keep diversifying our client base, we’re hopeful to see more briefs that recognise multicultural audiences as a core part of the mainstream rather than an afterthought. That’s where meaningful, future-focused communication happens.
Jen Sharpe (she/her), Founder & Managing Director
8. Finally, how do you see the role of agencies like Think HQ in shaping more inclusive, culturally nuanced narratives within Australia’s advertising industry?
Brands and organisations have a lot to gain by recognising that connections driven by cultural nuance can deliver real cut-through and impact in today’s Australia.
Agencies like Think HQ play a critical role in shaping how those connections are built, not just through representation, but through strategy, insight and storytelling that reflects the reality of our audiences.
An inclusive lens isn’t something we bolt on at the end; it’s embedded in how we approach every brief. That’s how we’re hoping to help shape not just campaigns, but the industry’s storytelling as a whole: not only because it’s the right thing to do, but because it makes good business sense.
Jen Sharpe (she/her), Founder & Managing Director
