Consultant, Brand Planning, IMC & Strategic Communications
various agencies & organizations
Total years of experience :20 years, 2 Months
• Transformed Dentsu Philippines from an agency that had not won any new business in a year to one that won 4 in just 5 months (winning Toyota, Yamaha, Metro retail, and Eagle Cement)
• Drew up the integrated marketing communication strategy for the Toyota Wigo in the Philippines that saw it achieve the annual sales target in just 2 months
• Created a Google Clickthrough ad for TopSun.co.uk that consistently yields its highest CTR; (TopSun is a British online booking facility for camping holidays in France.)
• Served as Board Member and strategic communications consultant for the Integrated Program on Organ Donation, a non-stock, non-profit organ procurement organization established by doctors to help patients with end-stage organ failure
• Led the agency in developing integrated marketing communication strategies that proved pivotal in winning new accounts, including Microsoft’s Academic Licensing Program, Sony Mobile Phones Digital Activation, Sangobion (Merck) IMC, Coffeeboss, and Indaco Paint IMC
• Provided strategic input on brand communication for incumbent clients: XL (telco), URC (FMCG), Minute Maid (beverage), BNI (banking)
• Drew up a marketing strategy for Komite Olahraga Nasional Indonesia (National Sports Committee of Indonesia)
• Spearheaded the integrated marketing communication strategy for all Chrysler nameplates that enabled Chrysler Middle East to achieve its best-ever total sales performance - a 20% increase from 2010
• Drew up the campaign strategy for the Jeep Grand Cherokee that resulted in its best-ever sales in the Middle East & North Africa
(reference: http://www.tradearabia.com/news/MTR_213789.html)
• Formulated the strategy that got Publicis Dubai shortlisted in the 2011 Chrysler 300C international launch pitch, alongside Leo Burnett Milan and Leo Burnett Frankfurt
• Drew up the winning pitch strategy for the biscuits business of IFFCO, one of the largest, fastest growing regional FMCG companies in MENA
• Teamed up with the Publicis Worldwide Strategic Planning Director and the Regional Account Director in organizing the regional workshop for Sanofi Aventis held in Dubai
• Responsible for strategy and research for the Agency’s other multinational and local clients, including Nestle (Nido, Klim, and Maggi and P&G fragrances)
Developed IMCs in the best-performing regional office for Colgate-Palmolive worldwide and was one of only two Regional Creative Directors who handled all the English copy requirements for the Greater Asia Division
• Co-headed the Creative Department and functioned as the Strategic Planning Lead across all accounts, agency initiatives, and pro bono campaigns
• Wrote the brief for the Concordia Children’s Services “Piglets” print that won Gold in the 2006 London International Advertising Awards, got shortlisted at the 2007 Clio Awards, and was a finalist at the 2007 Adfest Awards
• Created the communication campaign for Presidential candidate Senator Richard Gordon in the 2010 Philippine Presidential Elections
• Spearheaded the creation of the award-winning 2004 National Citizens’ Movement for Free Elections campaign for the 2004 Philippine national elections, from strategy to execution
• Conceptualized the winning pitch for Accenture Philippines’ 2008 International Women’s Day celebration
• Strategized the winning pitch for Asia Brewery’s Cobra Energy Drink account
• Created a tactical campaign for Axion Dishwashing Liquid that resulted in a 26% post-launch sales increase