This millennial creative is seeking to use the art of disruption to usher in a new era of public relations, brand building and, on a more personal note, even a bit of self-actualization.
By JOSE PAOLO S. DELA CRUZ
When Harry Hartman opened the doors of his namesake agency in 2022, he knew very well that he was entering a world that placed a steep premium on longevity and tradition. But instead of being intimidated by what already was, the then 27-year-old founding executive creative director of Hartman Communications and Creative Agency focused on shaking things up to introduce some things new.
“My initial idea was really to create a tribe of disruptors in the industry. I was prepared that it was going to be a constant elimination process when it comes to the way we approach and solve problems,” starts off Harry, as his team of Gen Z creatives start preparing for the shoot in one of its partner studios in Quezon City.
The energy is palpable as the twenty-somethings attend to their duties with cameras, tablets and smartphones in hand, casually throwing ideas here and there — be it for the ongoing shoot, a client they’re servicing, or a flurry of other concerns that come and go in a rather organic ebb and flow of things.
Harry wouldn’t have it any other way. “My leadership style is very unconventional. Instead of delegating, I believe in taking a more collaborative approach. I listen to and seek out opinions. I like working alone when I’m ideating but I always consult with my team members,” he expounds. “I do not work alone.”
So far, this collaborative approach has worked for Hartman (the company), which, in its sophomore year, has already handled total image branding for several public figures including politicians, and content creation for the likes of Kylie Verzosa, Francis Libiran, Diego Loyzaga, and some A-listers. It has also worked with several congressmen, mayors and other elected officials.
The bigger picture
When it comes to creating effective marketing campaigns, Hartman — which handles content creation, branding and identity, social media planning and curation, public relations and even website design and development — does not believe in simply doing things à la carte.
Instead, it equips every client with tools and mechanisms that empower it to take control of the narrative and tell its story.
“The common thread among all our clients would be their intentionality as a brand. We’ve encountered brands that have been in the business for years, but they don’t have a clear purpose. We help them zero in on their identity to future-proof their businesses, and based on that, create relevant and remarkable content that hits their target audience,” says Harry.
Honesty, he adds, is also something that can be expected from his team. “I think it shouldn’t be hard to be honest,” says Harry, who explains that many of their creative exercises for existing brands often start with de-branding. “When we audit a brand, we study it alongside its competitors, and compare to see all the pain points that they have. From there, we give them necessary solutions.”
And yes, the truth can — and did — hurt at times. But as the good old saying goes, it also sets one free. In the case of Hartman and its clients, the freedom that comes from acknowledging a brand’s weaknesses and rooms for improvement has helped push their brand forward, while avoiding certain marketing pitfalls, such as, say, band- wagoning.
For clients hoping to introduce new brands to the market, Harry and co. kick things off with rigorous research. “We have different operating systems for each service as we tailor each strategy to meet our clients’ needs. Currently, the agency has two business units to cater to these needs: Hartman Communications and Hartman Productions,” he explains.
Divine timing
For Harry, who decided to launch his agency just as the pandemic was winding down, everything goes down to divine — if not perfect — timing. This, he seems to have learned in the school of hard knocks, where he soldiered on to find the roads that would lead him to the right place, at the right time.
For one, Harry spent many years tracking down his biological father. “I think that drive has always been in me since I was young, as I was searching for my dad when I was eight years old. That was the beginning of Yahoo Messenger and all those e-mail services,” he shares.
On Sept. 1, 2013, Harry, then 18 years old, finally found his father’s private Facebook account,. With one deep breath and much hope, he sent a message to the man named Ray Hartman, along with photos, newspaper clippings and letters that Harry found in their house in Navotas. “I think you’re my dad,” he told him.
Four days later, he got a reply — and the cornerstone of an answered prayer. Harry finally met his biological father and his wife Peggy at the age of 22. The two talk almost daily on Facetime and bond in their own, special ways. “My dad, who now lives in the States is very stoic. It’s very grounding when I visit him. I get that feeling that I’m just there, relaxing, going on road trips with my folks,” he narrates, the twinkle in his eye telling the rest of the story.
Special as the moment was, it was not the first time he had found a father figure, either. Fashion fixture Arsi Baltazar, after all, had adopted him while he was trying to pursue a career in showbiz back in 2013. This also led Harry to work with Arsi’s business partner and long-time collaborator, designer Francis Libiran.
“I didn’t have any concrete position when I started. But my first day at work was for Weddings at the Peninsula, where Francis was one of the featured designers. A few weeks later, I had to audit the brand and start building its social media presence on Facebook and Instagram,” he recalls.
At that time, Harry was also studying to earn his Bachelor’s degree in Advertising and Public Relations at the Polytechnic University of the Philippines, but decided to take a pause from school to work full-time for the atelier in his third year. “Back then, my Dada [Arsi] encouraged me to start working full-time for Francis, since it already gave me a stable job,” he shares, adding that he eventually obtained his bachelor’s degree through PUP’s Open University.
And while he had resigned as general manager of the atelier after eight years, fate brought back Harry to the dynamic fashion duo, shortly after establishing his own creative agency. His former bosses are now his clients.
Iskolar ng Bayan
A proud “Iskolar ng Bayan” who has benefitted much from the kindness of others, Harry aspires to pay it forward by supporting organizations such as Operation Blessings. He has also opened the doors of the agency to fellow scholars, especially for interns who are paid for their part-time work so that they, too, can sustain their studies.
On top of these, the 360-degree creative agency is also gearing to establish the Hartman Scholarship Foundation. “The foundation aims to help passionate creatives with their education and further equip them in their creative pursuits. We will partner with non-profit organizations like Operation Blessing, schools and universities, and public servants who believe in the same cause,” he explains.
Hartman and leaders from the Polytechnic University of the Philippines and the PUP Open University System (PUPOU) are also currently talking about rebranding the PUPOU and developing a course that will focus on disruptive marketing strategies.
“I myself am a product of goodwill of other people, like my Dada and Francis. Even when I was in high school, I was an academic scholar and some people were helping me with my finances. And those things, you cannot pay back, you have to pay them forward” says Harry, who is also thankful for his late grandmothers, Maria Cruz and Anita Baltazar, his mother Neriza and his biological father. “I think that’s how you make the good energy of life flow.”
