"I was fascinated by the ability to merge strategy with creativity — to tackle complex business challenges and craft ideas that not only solve problems but also inspire and create lasting impact. There's something deeply fulfilling about using imagination to turn vision into reality, and that's where I found my purpose."
AS a child, Nikky Nicandro, president and chief executive officer of Brand Worx, dreamed of becoming a scientist, captivated by the mysteries of the universe.
"As I grew older, I envisioned myself as an actor, drawn to the art of storytelling and transformation," Nicandro shared with The Manila Times. "But it wasn't until college that I discovered my true passion: advertising."
"I was fascinated by the ability to merge strategy with creativity — to tackle complex business challenges and craft ideas that not only solve problems but also inspire and create lasting impact. There's something deeply fulfilling about using imagination to turn vision into reality, and that's where I found my purpose."
Philippine Fashion Week
Joey and Audie Espino of Runway Productions founded Philippine Fashion Week (PhFW) in 1997.
In 2023, Amorada Inc. was officially granted exclusive rights to PhFW by Runway Productions, the owner of its copyright and trademark.
Since Amorada's incorporation in 2023, Nicandro has served as its chief vision officer and managing partner.
Amorada is now the company running the new Philippine Fashion Week.
Amorada, established in 2023, is a forward-thinking marketing and media company that specializes in high-profile projects and business ventures.
Its name, derived from the word "beloved," reflects its commitment to building meaningful relationships with brands, audiences and collaborators.
The company's mission is to elevate the visibility and cultural significance of its partners. Its hallmark achievement is securing exclusive rights to Philippine Fashion Week.
"Amorada promises to be more than just a platform for exposure. It serves as a storytelling hub where every brand's unique narrative is amplified through impactful media channels," Nicandro explained.
"Our approach to marketing is both innovative and personal, enabling brands to connect with audiences in a way that is seen, heard and truly loved. Amorada stands for creativity, connection and a shared journey toward excellence."
Challenges and growth
Over the years, Nicandro has faced challenges in his work.
"Over the past two decades, we've been fortunate to collaborate with brand partners whose trust and confidence have empowered us to create impactful campaigns," he noted.
"Their belief in us has allowed us to remain true to our core values while consistently delivering meaningful results."
One of the biggest challenges has been maintaining relevance and continuously improving.
"We constantly strive to reinvent ourselves, always aiming to be better than yesterday," Nicandro emphasized.
The pandemic presented an unprecedented challenge.
"Our priority was survival — protecting our people, ensuring job security and providing stability during such an unpredictable time," he said.
"It gave us an opportunity to pause, reflect and reconnect with our core values, preparing us for the next chapter with a renewed vision."
Nicandro founded Brand Worx in 2003 after leaving Bayer Philippines, where he served as head of the OTC (over-the-counter) group.
He began his career in advertising immediately after graduating cum laude from the University of Santo Tomas, where he majored in Communication Arts.
His early roles included working as an accounts officer at DYR Alcantara (Dentsu, Young and Rubicam) and as a marketing professional at Pascual Laboratories.
"Health care has been the foundation of my career," Nicandro reflected.
"The power of healing has profoundly influenced everything I do."
Advocacy and impact
In its 20th year, Brand Worx embraced advocacy by supporting Bereber Sayaw PD, a campaign focused on raising awareness about Parkinson's disease.
The initiative, launched in partnership with creative agencies and choreographer Novy Bereber, uses dance as a therapeutic tool for individuals living with Parkinson's.
"Our goal is to raise awareness, educate and foster appreciation for dance as therapy," Nicandro explained.
"We're also working to train more instructors, expand our classes locally and internationally, and establish partnerships with health care organizations, local government units and global research institutions."
Nicandro acknowledged the financial challenges of these initiatives.
"We are actively seeking benefactors to provide the necessary funding to bring our vision to life."
Supporting Novy Bereber's vision has been deeply fulfilling.
"Novy doesn't just imagine a better future; he creates joy and hope in extraordinary ways," Nicandro said. "His ability to heal through dance is transformative, offering a sense of liberation to those affected by Parkinson's disease."
For Nicandro, advocacy campaigns are both challenging and inspiring.
"The challenge lies in ensuring our efforts truly make an impact. But the inspiration comes from our unwavering belief: 'Humans First.' It's this conviction that drives us to make a meaningful difference."
The "Humans First" campaign remains at the heart of Brand Worx's work.
"Parkinson's disease may limit mobility, but it can never diminish the strength of the human spirit. This belief fuels our passion and underscores everything we do," Nicandro said.
Personal life and inspiration
Before the pandemic, Nicandro celebrated a trip to Bangkok with friends to honor their friend Louie Morante's birthday. His boyfriend, Toy Armada — a Billboard No. 1 remixer and international DJ — provided the music for the celebration.
More recently, Nicandro traveled to Barcelona, Madrid, Portugal and Andorra, which he considers a second home.
"Andorra isn't just a place; it's where excitement fills every moment. Beyond the joy and laughter, it's a home defined by a shared sense of belonging and connection," he reflected.
At the end of each day, Nicandro finds peace in spending time with his three dogs — Hoshi, Kumi and Yuki.
"They always take over my side of the bed, but I wouldn't have it any other way," he said with a smile.
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QUICK QUESTIONS
WHAT IS YOUR BIGGEST FEAR?
Time. My greatest fear is running out of time, because the present moment is the only opportunity we truly have. Once it passes, we can't get it back, and it makes every action, every choice, feel that much more urgent and meaningful.
WHAT REALLY MAKES YOU ANGRY?
Inefficiency and laziness. I can't stand inefficiency and laziness — they feel like a waste of time. When things aren't done with purpose or effort, it frustrates me because time is something we can never get back.
WHAT MOTIVATES YOU TO WORK HARD?
People. My drive to work hard comes from knowing that my actions can influence others' lives. I'm motivated by the opportunity to be a source of support and inspiration, helping to lift others and create positive change wherever I can.
WHAT MAKES YOU LAUGH THE MOST?
A bad joke. A bad joke always gets me laughing, not because of the punchline, but because it sets my friends off — turning everything into chaos and laughter as they get all crazy and loud. It's those moments of pure, unfiltered fun.
WHAT WOULD YOU DO IF YOU WON THE LOTTO?
If I win the lotto, I'll hire a personal assistant to answer that question for me. I'm too busy thinking about all the things I'd buy. (Laughs)
IF YOU COULD SHARE A MEAL WITH ANY INDIVIDUAL LIVING OR DEAD, WHO WOULD THEY BE?
I'd love to raise a glass with the heads of all the official fashion weeks of the world and discuss our collaboration projects.
WHERE DO YOU SEE YOURSELF IN 10 YEARS?
Attending store openings of Filipino designer brands in other countries whom we helped build, promote and collaborate with in PhFW.
WHICH CELEBRITY WOULD YOU LIKE TO MEET FOR A CUP OF COFFEE?
(French fashion designer) Simon Porte Jacquemus. I want to be his best friend. I just adore him. He is so creative and intelligent.
WHAT IS THE MOST DARING THING YOU HAVE EVER DONE?
Ride a roller coaster. I don't do rides. (Laughs)
WHAT IS THE ONE THING YOU WILL NEVER DO AGAIN?
Ride a roller coaster.