IC Mendoza is proving that there’s life beyond showbiz

IC Mendoza has always been a dynamic presence in the entertainment industry, known for his wit, charm and unapologetic personality. We have worked with him since his “Juicy” days in TV5 up until we had a daily showbiz show back in 2015 called “Showbiz Konek na Konek” with Bianca King.

Even though he has the showbiz DNA via his grandma Inday Badiday and mom, Philippine Star columnist Dolly Ann Carvajal, and grew up constantly surrounded by the showbiz greats, IC amazes me as he remains humble, in touch with off-showbiz happenings and has a vision outside the glitzy and oftentimes superficial realm of local tinseltown.

Fast forward to today, in a world where reinvention is key, IC has successfully transitioned from being in front of the camera to calling the shots behind it via big brands that now partner with his agency called IN Circle.

Now a thriving entrepreneur, he is proving that there’s life beyond showbiz — one that is just as exciting, if not more.

Many celebrities struggle with the shift from entertainment to business, but IC has taken the transition in stride. For him, the secret to success lies in a client-oriented mindset.

He explains, “Creators/talents who master the art of delivering value to brands while staying true to their craft will be unstoppable. In today’s world, having strong brand partnerships and social relevance isn’t just an advantage — it’s the game-changer!”

This understanding has allowed him to navigate the business side of entertainment with confidence. Instead of simply riding on his personal brand, IC has built something sustainable — an agency that connects creators, brands and technology in innovative ways. IC’s decision to step away from the limelight wasn’t easy, but it was necessary, according to him.

“The entertainment industry is ever-evolving, and at one point, I realized that showbiz jobs were no longer sustainable for me. My shows were being canceled and hirap kumuha ng project and I felt irrelevant na. I knew I had to pivot quickly. Nakaka-tense ng walang stable work.”

This uncertainty led him to explore new opportunities. His friend and partner, Jules Veloso, played a crucial role in his transition.

“The idea to transition into marketing came from my mentor, Jules Veloso, whose expertise in public relations and business perfectly complemented my deep-rooted experience in the entertainment industry and strong relationships with celebrities,” he says.

“Together, we saw an opportunity to merge these strengths and build something impactful.”

With that vision, IC co-founded IN Circle, an agency that started with traditional PR before evolving into an influencer marketing powerhouse.

“We started as an agency heavily focused on traditional PR. But we recognized the power of integrating personalities into our campaigns, and madali for us ‘coz we can easily access a lot of celebrities,” IC shares.

Right now, this is what IC does, “I exclusively manage just one talent — Dr. Kilimanguru — because our primary focus as an agency is on implementing large-scale campaigns and developing KOL-led strategies to help brands achieve their objectives.

“We collaborate with a wide range of talents! Lahat nakaka-work namin, but ibang halimaw ang talent management, so I want to focus on the brands muna.”

IC’s decades in the industry gave him a unique advantage in creating partnerships since he already knew how the system works from the other side of the fence.

“I guess my firsthand experience in the industry, combined with the deep relationships I’ve built over the years, gives me a strategic edge. Understanding the nuances of talent handling, media dynamics and audience behavior is an important part of the work,” he says.

“Having been on the talent side for most of my life, I bring a unique dual perspective that bridges both sides of the industry. I understand the needs, pressures, and aspirations of talents, while also recognizing the strategic goals of our clients,” IC adds.

However, moving from on-screen roles to running an agency was a huge adjustment of course and with what IC felt, but he knew he had to embrace with arms wide open.

“The move from being an ‘artista’ into the structured landscape of corporate management — ibang-ibang mundo!

“Sobrang swerte ako to have brilliant colleagues who have guided me through the process. Learning never stops, and I’ve embraced this transition as an opportunity to grow in new ways. Ways na I did not think were possible for me.”

The celebrity PR maven wants to give a shoutout to his agency team: “All the credit goes to the incredible IN Circle team. Our success lies in their deep understanding of our brands, a seamless blend of data-driven strategy and creativity, a robust influencer network, and exceptional strength in execution. That’s where the real magic happens.”

IC is not just keeping up with the entertainment industry’s changes — he’s staying ahead of them. He recognizes that the creator economy is rapidly evolving and that adaptability is key.

Beyond business, he has his sights set on diversifying investments, exploring new passion projects and focusing on wellness. He even considers returning to school, proving that personal growth remains a priority.

And of course, there’s always the question of returning to acting.

IC jokes, “‘Pag-BL series with Dennis Trillo! Charot! Realistically, ‘di ko na kaya the busy shooting schedules of teleseryes ‘coz full-time ako with the agency. I’m open to exploring new avenues though — maybe one episode na mala ‘Black Mirror’ or a podcast? We shall see!”

While he may be laying low in showbiz, IC’s influence continues to grow. And if his track record is any indication, this is just the beginning of an even bigger and bolder chapter in his life.