“The struggle to get from where you are to where you want to be is what makes the journey beautiful.”
In the rapidly changing world of marketing and media, few stories are as compelling as that of Lcid Crescent Fernandez, CEO of Prometheus. Born the son of a journalist and a public school teacher, his diverse upbringing and early exposure to storytelling have laid the foundations for a career defined by innovation and visionary leadership. From a small 3-person team working out of his bedroom, Lcid now leads a group of companies that are modernizing industries and cities in the countryside.
A Journey Rooted in Storytelling & Diverse Experiences
“I grew up surrounded by stories,” he reflects.
Lcid’s path to Prometheus began with his father’s intelligence and drive, and his mother’s loving openness and creativity. A deep appreciation for artistic narrative and mindful improvement stemmed from these early life-changing experiences.
“I fell asleep to the sound of a printing press,” he remembers. “My father would be working late into the night encapsulating the stories of the day.”
“My mother’s work and studies took us to Japan, the USA, and Australia. These places broadened my understanding of the world and the role of disruption in innovation.”
These early influences were crucial in sparking the creativity that would later inspire the creation of Prometheus, and later, The Prominent.
Merit-based Leadership, Openness, and the Cultivation of Creativity
Humbling work experiences spanning media, government service, public relations, and entrepreneurship all came together to form his earliest ideas for how a leader should be. He fondly remembers those days, full of mundane tasks like making coffee for his supervisors and photocopying paperwork.
“I look back on those experiences with gratitude,” he said. He believes those experiences have helped him empathize with others, and measures their contributions regardless of titles or names.
These moments in his life shaped his view of how creativity should be nurtured in the workplace. As a leader, one must be relentless in their pursuit of improvement.
“When you’re starting out, be hard on yourself. Be impatient with your own development, and figure out how you can create value today, not tomorrow,” he advises. “Believe that you can contribute right now because it is that consistent effort that nurtures, and pushes your boundaries.”
This impatience for continuous self-improvement is contrasted in his approach to leading his team, where patience and support are key to fostering growth and creativity.
“We started with just three people putting in late nights in a small bedroom/office,” he explains. “We know what it’s like to make mistakes early on, and learn on the fly.” It’s in these humble beginnings that Prometheus was forged. “We made ZERO profit in our first year and it has been an arduous climb to get to where we are now,” he said. This humility almost betrays the thousand-fold growth in revenue and team members.
Today, Prometheus is the largest marketing agency and public relations firm in the region. It is also the only nationally-awarded agency in their region, having recently bagged two silver awards for Excellence in Marketing in the Marketing Excellence Awards (MEA) Philippines. And they did this working with local SMEs with limited budgets against multinational corporations.
Lcid himself is the first Ilonggo to ever win the Marketing Leader of the Year Award in MEA’s history. He also was recently chosen to be part of the Asia CEO Awards’ Young Leader of the Year Circle of Excellence.
But that’s not what drives him.
“I am responsible for everyone under my employ,” he asserts. “Every person within Prometheus trusts me and I must not betray that trust.”
This profound sense of duty guides every choice he makes, ensuring that both the well-being of his employees and the success of the company remain paramount. He leads everything by example.
Lcid’s leadership philosophy rejects rigid hierarchies and titles, and promotes a more meritocratic approach. Everyone’s voice is just as loud as the CEO’s.
Balancing Creativity with Strategy
At Prometheus, excellence and creativity are core principles to be balanced. “Creativity is a muscle to be trained,” he says. “Ideas don’t come to you. You have to go out and find them.”
Lcid credits his talented team with helping to navigate this balance. “Our team of empowered professionals shares my vision and beliefs,” he says. The Prometheus Academy, a continuous training program, exemplifies this commitment to continuous learning and development. By fostering cross-departmental skills and encouraging innovation, Prometheus cultivates a workforce that is both creative and strategic. “We are always looking to expand and explore new opportunities from wherever they may come,” Lcid notes.
Innovation and Technology at the Helm of Success
Prometheus’ rise as the leading marketing agency in Western Visayas can be attributed to its innovative systems and strategic partnerships.
Lcid highlights the importance of technological advancements in maintaining a competitive edge. “Our technological partnerships for data gathering and analysis have set us apart,” he says. The integration of advanced systems and expert knowledge has enabled Prometheus to deliver exceptional results and maintain its leadership position.
Lcid’s vision extends beyond marketing, aiming to create an ecosystem of support through Prometheus’s various subsidiaries. This holistic approach not only ensures operational efficiency but also positions Prometheus for future growth and impact.
This is best exemplified by The Prominent. The newest product of Prometheus’s software subsidiary, WARP, Inc., is creating smart cities through a modular system that consolidates organizational needs into one cloud-based platform. With The Prominent, Local Government Units (LGUs) and private businesses can streamline every function from Human Resources to Accounting, to Inventory, and more through one seamless system.
Technology helps maintain Prometheus’s competitive edge. “We focus on automating and integrating our internal systems to improve efficiency and effectiveness,” he says. This technological infrastructure supports Prometheus’s ambitious goals and enables the company to deliver superior results for its clients.
Staying Ahead and Shaping the Future of Marketing
Innovation is at the heart of Prometheus’s strategy for staying ahead in the marketing and media industries.
“Always think about how things can be done better,” he advises. This mindset drives Prometheus’s approach to innovation, where breaking down concepts to their fundamental elements and rebuilding them leads to new and improved solutions.
The future of marketing and media in the Philippines is one of exciting possibilities, and Prometheus is poised to play a leading role.
“Prometheus will continue to push boundaries and innovate,” he says, reflecting his commitment to maintaining the company’s leadership position and contributing to the industry’s evolution.
Vision and Legacy: Lcid’s Commitment to Impact and Excellence
Looking toward the future, Lcid envisions Prometheus achieving global prominence. “We aim to support disruptive start-ups and create innovative solutions that transform communities,” he says. This forward-thinking vision is the reason why each business unit is led by a multi-awarded industry expert. While Prometheus provides the infrastructural and organizational support, the experts can remain focused on what they do best.
Lcid’s legacy is characterized by relentless effort and an unwavering resolve to transcend limitations. “I want my life and my work to symbolize a constant struggle to overcome challenges and achieve greatness,” he states. His contributions are motivated by a desire to make a meaningful impact and inspire others to chase their aspirations with passion and determination. Lcid’s legacy will be marked by bold creativity and steadfast dedication, setting a powerful example for future generations of leaders.
Conclusion
Lcid Crescent Fernandez’s journey – from his early influences to his current role as CEO of Prometheus – is a compelling narrative of exceptional leadership and innovation. His unique approach to creativity, strategic thinking, and team management has propelled Prometheus to the forefront of the marketing and media industries.
Now building smart LGUs and businesses with The Prominent, Lcid has set a new standard for excellence. As he looks to the future, his commitment to pushing boundaries ensures that Prometheus will continue to shape the industry and inspire others to pursue their own paths to success.
