The 3 Things You Need to Thrive—Not Just Survive— in the Real World, According to AGCPHC CEO Archie Carrasco

Carrasco delivered a compelling and thought-provoking speech at the 33rd Agora Youth Awards.

A new wave of young, innovation-driven, Gen Z marketers bagged prestigious honors at the Philippine Marketing Association’s recently concluded 33rd Agora Youth Awards, held at BYD Aseana Manila Bay on August 8, 2025.

Over the years, the Agora Youth Awards (AYA) has served as a launchpad for emerging marketing talent, creating opportunities for student leaders as they transition into the professional arena.

2024 AYA Batch Valedictorian, Mark Cruz, is currently a Brand Associate at Allure Philippines, a global beauty brand under Mega Global Licensing, Inc. –a subsidiary of AGC Power Holdings Corp. (AGCPHC), led by Chairman and CEO Archie Carrasco. Carrasco received the award back when it was known as the Ten Outstanding Marketing Students of the Philippines.

In a stirring and thought-provoking speech, Carrasco offered the AYA winners practical insights that they might not have encountered in the classroom.

“The real world is exciting, but it is also unpredictable,” he said. “It’s full of opportunities, but also of obstacles that will test you—not only as a professional but also as a human being. Out here, grades will matter far less than grit. Your diploma will open doors, but what you do after you walk in will decide whether those doors stay open.”

Carrasco described today’s youth as “a generation that knows its worth, one that refuses to settle for less.”

“However, the real world will not always give you what you want instantly,” Carrasco warned. “Out here, patience, perseverance, and adaptability will separate those who last from those who fade.”

Carrasco also emphasized the need for flexibility in today’s ever-changing world. In marketing, specifically, rules, platforms, and audiences change faster than expected. 

“The strategy that wins today might fail next week. You must be willing to unlearn, relearn, and reinvent yourself constantly,” he said. 

What You Need: IQ, EQ, and AQ

With over two decades of experience as a marketing professional and business leader, the CEO and Chairman of AGCPH has navigated his share of triumphs and challenges and mentored more than a handful of young, driven talent. Based on his observations, thriving in the cutthroat real world requires mastering three essentials: IQ, EQ, and AQ.

IQ or Intelligence Quotient, according to Carrasco, is not just about knowing facts or memorizing formulas. It is one’s ability to think critically, solve problems, and make sound decisions under pressure. 

Carrasco acknowledges that having a sharp mind is useful in marketing, as it helps one in effectively analysing consumer behavior, crafting effective strategies, and anticipating trends before they happen. But there’s a catch: in such a rapidly changing industry, knowledge, unfortunately, has a short shelf life.

“So keep learning. Stay curious,” Carrasco advised. “Your degree is not the end of your education; it is only the start.”

An Ability to Understand, Manage, and Inspire People

Transitioning from the classroom to the real world entails collaborating with people from all walks of life—clients, colleagues, suppliers, and superiors. Carrasco notes that the ability to understand, manage, and inspire others—paired with empathy, resilience, and self-awareness—often paves the way to success as a marketing professional.

The reason is simple: in marketing, you can’t connect to an audience if you cannot first connect with people.

“Numbers may drive business, but relationships sustain it. And in moments of conflict or crisis, it’s not your IQ that will save you—it’s your EQ,” said Carrasco. 

Carrasco believes that having a strong AQ or Adversity Quotient–one’s ability to adapt, recover, and thrive in the face of change– is most crucial to surviving the corporate jungle.

Keep Moving Forward

“You will be rejected. Your ideas will be criticized. Some campaigns will fail. The market will shift without warning. Technology will disrupt the way you work,” Carrasco begins. “But if you have AQ, you will see obstacles as detours—not dead ends. You will pivot, innovate, and keep moving forward.”

In essence, IQ can open the door to opportunity, EQ helps one keep it, and AQ is what enables someone to rise above it.

Inching toward the end of his speech, Carrasco encouraged the young audience to find their purpose and voice in the real world, which, he admitted, will not always be forgiving. 

“As you step out from being students into becoming young professionals, carry these three with you—IQ, EQ, and AQ—and you will not only build a career, you will build a legacy,” Carrasco said.

“The world is already waiting for your ideas, your energy, and your courage. Make it count.”