Top global creative talent agent opens Manila outpost


Jed Root, founder of one of the world’s leading creative talent management agencies Jed Root, Inc., has just set up shop in Manila.

The opening of Southeast Asia’s first outpost of New York’s top creative agency aims to capitalize on the region’s economic growth and potential. The venture—At East | Jed Root—is in partnership with a local consortium and will join a network that includes offices in New York, London, Paris, Los Angeles and Tokyo.

The agency’s launch party was hosted by G Tongi at 71 Gramercy in Makati, and was graced by Jed Root himself who proudly introduced the agency’s pioneer roster of Filipino creative talents.

They are photographers BJ Pascual, Edric Chen, Jason Quibilan, Johann Bona, Mark Nicdao, Mau Mauricio, MJ Suayan and Shaira Luna; stylists Angela Alarcon, Daryl Chang, Pam Quinones, Patrick Galang and Suki Salvador; makeup artists Amanda Padilla, Omar Ermita and XengZulueta; hairstylists Borge Aloba, Cats del Rosario, Celeste Tuviera and Mark Familara; and fashion filmmaker Samantha Lee.

“By establishing our presence in Manila, we will be working with clients and talents in various key cities like Singapore, Jakarta, and also tapping into the demand from Hong Kong and China. Our intention is to create a bridge connecting the East to the West and vice versa, with the objective of championing Asian talents worldwide,” said Root. “I truly think that the Philippines has immense creative pool and excellent taste. There is much untapped talent to explore here,” he added.

Credited with shaping the career of the late legendary make-up artist Kevyn Aucoin, Jed Root parlayed this into a global creative network that currently represents the likes of leading fashion photographers Michael Thompson and “The Sartorialist” Scott Schuman and makeup artists like Dick Page, Laura Mercier, and Rumiko.

At East Inc. was founded by a group of investors comprised of several CEOs in various industries, with the common vision of promoting and celebrating creative Filipino talents globally. Their vision is to make Manila a hub of creativity in Southeast Asia, with the goal of opening offices in Jakarta, Singapore, Kuala Lumpur, Bangkok, Vietnam and greater China.

The Manila office will be helmed by Au Mauricio, a Filipino-American business strategist, professional makeup artist and longtime associate of Jed Root.

Top interior designers Ivy and Cynthia Almario and Jenny Syquia Skarne sit on the board with other top creative industry leaders around Asia.


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