JA Philippines, GGC Group Asia launch first-ever Certified Account Manager Certification Program
In photo signing the MoA for the JAPI x GGC Group Asia Certified Account Manager Certification Program are: (L-R): GGC Group Asia Chief Culture Officer and Bent and Buzz Managing Director Anna Chua-Norbert and JA Philippines Executive Director Krishna C. Alejandrino.
JA Philippines, GGC Group Asia launch first-ever Certified Account Manager Certification Program
MAKATI CITY, July 7, 2026 – Junior Achievement (JA) Philippines Learning Institute and GGC Group Asia have formalized a strategic partnership to develop the country's first-ever Certified Account Manager (CAM) Certification Program. The pioneering initiative also known as micro-credentialing program is designed to prepare the next generation of client servicing professionals for the communications industry.
The partnership was formalized through the signing of a Memorandum of Agreement (MOA) at the AIM Conference Center in Makati City on Tuesday, July 7, led by Krishna Alejandrino, JA Philippines Executive Director, and Anna Chua-Norbert, Bent and Buzz Managing Director and Chief Culture Officer of GGC Group Asia.
The collaboration brings together JA Philippines' expertise in learning design and certification with GGC Group Asia’s real-world agency experience to create a curriculum that equips students and young professionals with both technical competencies and practical industry skills.
The CAM Certification Program features a two-tier learning pathway: The Account Manager (AM) Starter Kit for students and fresh graduates, and the Certified Account Manager Program for practicing junior account executives. Beyond traditional account management, the curriculum emphasizes "Account Entrepreneurship," emotional intelligence, strategic client management, financial acumen, and real-world problem-solving—competencies increasingly sought after by agencies and clients alike.
Under the partnership, JA Philippines will lead instructional design, learning management, program administration, assessments, and credentialing, while GGC Group Asia will serve as lead subject matter expert, helping develop industry-based modules, sharing real agency case studies, and providing senior executives as mentors and evaluators.
"This partnership reflects our commitment to ensuring that education remains relevant to the evolving needs of industry," said Dr. Krishna C. Alejandrino, Executive Director of JA Philippines. "By working closely with GGC Group Asia, we are giving aspiring account managers access to practical knowledge, mentorship, and globally aligned learning experiences that will help them transition confidently from the classroom to the workplace."
The program also introduces innovative and AI-proof assessment methods designed to evaluate real-world capabilities, including oral defenses before industry experts, role-playing simulations, and portfolio-based evaluations rather than relying solely on written examinations.
Anna Chua-Norbert, Chief Culture Officer of GGC Group Asia and Managing Director of Bent and Buzz, said the initiative is aligned with the company's long-standing commitment to developing talent and strengthening the Philippine marketing communications industry.
"At GGC Group Asia, we believe the future of our industry depends on how well we prepare the next generation of professionals. This partnership allows us to share decades of agency experience and help young talent develop not only the technical skills but also the business acumen, empathy, and client leadership needed to thrive in today's communications landscape. We're proud to help build a stronger pipeline of industry-ready account managers," said Chua-Norbert.
The MOA signing also featured presentations on the importance of industry-academe collaboration, an overview of the partnership, a preview of the certification modules, and an open forum with participants.
The collaboration reinforces both organizations' shared commitment to workforce readiness by creating meaningful pathways for students, fresh graduates, and young professionals to gain industry-recognized credentials and practical experience, ultimately helping strengthen the talent pipeline for the Philippine communications and creative industries.
About JA Philippines
JA Philippines is a member of Junior Achievement (JA) Worldwide, one of the world's largest youth-serving organizations dedicated to preparing young people for employment, entrepreneurship, and financial success through experiential learning and partnerships with business and education leaders.
About GGC Group Asia
GGC Group Asia (formerly DDB Group Philippines) is a full-service marketing communications and business solutions group that provides integrated solutions to local and multinational clients across advertising, digital, media, activations, public relations, data analytics, manpower, promotions, warehousing, logistics, and delivery services.
Over the years, the Group has built a strong presence across local and international markets, delivering innovative, results-driven solutions for a diverse portfolio of leading local and multinational brands. Today, GGC Group Asia operates across 14 regions nationwide through a network of 18 offices, serving clients with the scale, expertise, and agility required in a rapidly evolving world.
About Bent and Buzz
Founded under the DDB Group Philippines umbrella (now rebranded as GGC Group Asia), Bent and Buzz is a creative powerhouse that combines creative strategy, production, and sustainability consulting to deliver an end-to-end ESG-driven approach to branded entertainment content and events management.
