From pioneering social enterprises like Rags2Riches to ventures in retail, marketing, healthcare, and technology, the A+ Ecosystem celebrates two decades of proving a timeless truth: when people thrive, businesses do too.
In an ever-changing business landscape, A+ stands out for building something deeper—an ecosystem grounded in purpose, heart, and the belief that growth begins with people. Over the last 20 years, it has evolved from a single enterprise into a dynamic network of more than 20 companies in the Philippines, each one driven by a shared commitment to empowering individuals and communities.
As it marks its 20th anniversary, A+ reflects on a journey shaped by intention and human connection. At first glance, its portfolio—spanning brand activation, marketing services, healthcare, food, and technology—may seem like an eclectic mix. But as Chairman Manny de Luna explains, every piece was designed with purpose.
“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,” he says.
That sense of design is what has allowed A+ to thrive. Collaboration, not competition, drives its success. Cross-company partnerships create synergy, opening up new possibilities for both clients and employees.
At its core, A+ has always been about building lives, not just numbers. The group has created thousands of meaningful jobs for Filipinos, each crafted with growth and purpose in mind. Beyond providing employment, A+ fosters belonging—a culture that values every individual as a contributor to a larger mission.
Its evolution over the years reflects a bold willingness to explore new frontiers while staying true to its values. From creative breakthroughs in digital storytelling to innovative food ventures, A+ has consistently found ways to stay relevant without losing its soul.
Guided by three enduring pillars—Puso (Heart), Purpose, and People—A+ has cultivated a culture that feels less like an organization and more like a community.
“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,” says Iya Yotoko, CEO and President of Adlib Studios and Chief Creative Officer of the A+ Ecosystem.
This value system, grounded in empathy and genuine care, has become A+’s quiet superpower. It’s what enabled the ecosystem to weather challenges, including the pandemic.
When COVID-19 hit, many companies downsized. A+ chose a different path.
“Don’t be afraid, don’t be concerned. We will make this collectively as an ecosystem,” de Luna told his team.
Rather than retreat, they moved forward together, prioritizing their people above all else.“We were single-minded in making sure that nobody lost their jobs,” recalls Millie de Luna-Daluz, Chief Transformation Officer overseeing A+ start-ups such as Aluyan Food Group and AliveCo. “We even ended up creating new companies that hired more people.”
That defining moment of resilience became a testament to what A+ truly stands for: guide and grow the people first, and business growth will follow.
Two decades later, A+ remains as vibrant and forward-looking as ever, led by “thinker-doers” and “doer-movers” who lead by example. Its story is not just about building companies—it’s about building a legacy of care, courage, and collaboration.
For A+, “Always A+” isn’t a tagline. It’s a promise—one that continues to inspire, empower, and redefine what it means to succeed together.
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