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I have recently quit my last job as General Manager of Mindshare Philippines to do freelance work. My core competency lies in formulation of brand, marketing, creative and media strategies + creative writing.
As head of the fifth biggest multinational media agency in the Philippines, his responsibilities cover setting the overall vision and strategies for the company, its P&L and operations, people management and development and client satisfaction and retention and acquiring new business for revenue growth.
In just over a year, my most notable achievements were 1) 100% new biz win conversions totaling to PhP 150M in billings, 2) changed the business model focusing on media neutral planning, growing the agency’s non-traditional media business by 400% 3) launched the first full service digital offer by a media agency 4) pioneered new negotiation strategies with the agency’s key media partners.
I served as the Panel Head for the Media Excellence Category of the 2007 Agency of the Year Awards, was a board member of the Media Specialists Association of the Philippines and a committee member of the 2009 Philippine Advertising Congress.
My 6 years in Ogilvy was marked by my key strategic thinking and account leadership contributions in making Pond’s the market leader in the face care category with the successful launches of the Anti-aging line, the toner line and the relaunch of the whitening line. Pond’s grew from a PhP 500M brand to a PhP 1.2B brand in just 2 years. I was also instrumental in making Tang the market leader in the powdered beverage category. It was in 2004, well into 2 years of handling the brand, that Tang gained its biggest share ever, 40% of the total category, overtaking its biggest competitor.
My other notable contribution is the successful local adaptation of Dove’s Campaign for Real Beauty, which helped gain +24% increase in market shares and was recognized by Unilever as the best practice adaptation in the world.
I also led the successful negotiation of the agency’s remuneration with Unilever as the Agency’s biggest account transitioned from a commission-based to a fee-based remuneration system.
I pushed for creative excellence as well, with a number of the campaigns he led winning locally; in the 2006 Creative Agency of the Year and the Platinum Award for OOH in the last Philippine Advertising Congress; and internationally in the Cannes Lions, D&AD, New York Festivals, London International and Clio, to name a few.
A two year stay in Lintas was marked by my successful turn around of a red-flag account in less than 3 months. I joined Lintas to handle Far East Bank, which was one of the biggest bank advertisers at that time and one of the biggest accounts of the Agency, only to discover that the Client was close to resigning the Agency. I quickly fixed the lag in creative requirements, institutionalized a system for the Agency to cope with the retail-like demands of the Client, earned the Client’s trust and helped win creative awards for a number of the ads in the process.
