By Armando “BUTZ” Bartolome
Continuing a Legacy from Setbacks to Success
In the fast-paced world of entrepreneurship, Faye Arellano Martinez stands as a beacon of resilience and vision, carrying forward a legacy rooted in creativity and determination. Named after her father, Apollo Q. Arellano, a luminary in Philippine entertainment, AQA Advertising is a testament to her perseverance and innovation in the business landscape.
Faye’s path to success was anything but smooth. Reflecting on her early struggles, she shares, “Entrepreneurship is not a bed of roses. I had my fair share of hardships and failures. But every time I felt demoralized, there was this whisper in my ear saying, ‘You can do it.’”
This unwavering belief saw Faye rise from setbacks to build AQA Advertising, now celebrating 20 successful years. From its humble beginnings in a garage to becoming a trusted partner for clients across Asia, her journey underscores the power of resilience.
A Family Legacy and Humble Beginnings
Faye’s entrepreneurial roots are intertwined with her family. The name “AQA” honors her father, whose work as a director and writer left an indelible mark on Philippine media. “My parents were well-known in the entertainment industry,” Faye recounts. “I leveraged my father’s name when I started because, at that time, I was a nobody.”
Despite her connections, Faye emphasized starting small. “We began in the garage with just friends and family,” she recalls. Those early days were tough, but they laid the groundwork for a company that thrives on collaboration and a personal touch. Today, AQA remains a family-driven business, with Faye’s siblings playing key roles.
Turning Failures into Fuel
Faye’s first venture didn’t succeed, a setback that could have discouraged many. But instead of giving up, she learned valuable lessons about partnerships and perseverance. “I realized that when money is involved, people change. That taught me to focus on creating a sustainable and independent business.”
These lessons shaped her approach to leadership. Faye encourages micro and small entrepreneurs to embrace failures as part of the process. “You might be down, but there’s always light at the end of the tunnel. If you have a vision, pursue it relentlessly,” she advises.
Empowering Others through Marketing
AQA Advertising isn’t just about profits; it’s about making an impact. Faye’s agency has helped brands like Kopiko rise from obscurity to prominence. “No client is too small or too big,” she emphasizes. “We believe in growing together with our clients.”
For struggling entrepreneurs, she offers sage advice: “Understand your market. What do they need, and can they afford your product? Plan not just for the next few months but envision the long-term goals of your brand.”
Faye’s philosophy extends beyond business. She’s passionate about empowering women and small business owners, sharing, “I want to help them see the bigger picture. Sometimes, fear of failure limits growth. But with the right mindset, even chaos can bring opportunity.”
Balancing Work, Family, and Advocacy
Despite her demanding role as AQA’s CEO, Faye wears many hats: a wife, a mother, and a community leader. She credits her supportive family and indefatigable team for helping her balance these responsibilities. “I may be the co-founder, but this company is built by a team,” she says. “A business isn’t sustained by one person alone.”
Her relationship with her husband, who co-manages AQA, is grounded in mutual respect and clear communication. She shares their secret to harmony: “We have a rule: I’m the boss at work, but he’s the boss at home. This balance keeps our relationship strong.”
Even their office reflects her family-oriented values, featuring a nursery where employees can bring their children. “It’s a small way to empower working mothers,” Faye explains. “Our office isn’t just a workplace; it’s a community.”
Looking Ahead
As AQA approaches its 21st year, Faye remains optimistic about the future. Her involvement in organizations like the Philippine Marketing Association and the Philippine Chamber of Commerce highlights her commitment to fostering growth and innovation in the entrepreneurial ecosystem.
Reflecting on her journey, Faye shares a final message for aspiring entrepreneurs: “Never quit. Challenges will come, but with determination and faith, you’ll find a way forward. Remember, success isn’t about avoiding failures; it’s about rising each time you fall.”
In Faye Arellano Martinez, we see a leader who embodies resilience, vision, and a deep commitment to lifting others. Her story inspires not only entrepreneurs but anyone striving to make their mark in the world.
