February 3, 2015


From left: Dino Ocampo, Agnes Martinez, Lee Cruz

Ogilvy & Mather Philippines CEO Elly Puyat recently announced the return of Agnes Martinez and Dino Ocampo as O&M Head of Strategy and Executive Creative Director respectively.  Also announced was the appointment of Lee Cruz as Human Resources Director.

The Company’s first management appointments of 2015 are in line with Ogilvy’s  ‘reboot’ to stay ahead of the game with new ways of working given the shift in client demand from disposable to distributable content.  By effecting collaboration across the Ogilvy Manila network which spans nine businesses (Ogilvy & Mather Advertising, Ogilvy One, neo@Ogilvy, Ogilvy Public Relations, social@Ogilvy, Geometry, RedWorks, Soho Square, and Pulse Communications), the Agency can deliver on advertising and digital content, online listening, data and shopper marketing expertise, PR, social and activation at a single point of contact more efficiently and effectively.

“We have had to change how we think, how we behave, how we deliver,” says Elly.  “Agnes, Dino and Lee will play key roles in our transformation.”

“Agnes Martinez re-joined Ogilvy Manila to lead a consolidated team of planners, strategists and consultants.  She has an enviable depth and breadth of strategic planning skills.   She is a practitioner of Brand Planning, but also is incredibly well versed in Digital Marketing, Customer Relationship Marketing, Loyalty & Retention, and Data Analytics and Datawarehousing.  And it is this breadth and depth of experience that made Agnes an essential hire for us.   Clients are asking for a joined up Ogilvy, one where the discipline ‘silos’ disappear, and Agnes’ experience is essential in us facilitating a seamless and inclusive intersection of brand, digital and social thinking,” said Paul Matheson, Ogilvy & Mather Asia Pacific Regional President, Strategy and Planning.

“Agnes’ key role will be to make the intersection of brand, digital and social thinking crystal clear,” adds Elly Puyat.

She brings to Ogilvy Manila close to two decades’ experience working with global brands such as Kimberly-Clark, Hersheys, Unilever, P&G, Pfizer, Nestle, Shell, British American Tobacco, Fonterra, M&Ms and Philip Morris.  Her career began with Ogilvy Manila in 1996 and includes stints with BBDO Guerrero Ortega, JWT and Globe Telecom.  More recently, Agnes was Planning Director and Business Unit Director for CRM with BBDO/Proximity Philippines, and performed roles as Accounts Lead and Planner with  Australia-based agencies Singleton Ogilvy and Clemenger BBDO Proximity respectively.  She re-joins Ogilvy from Tribal DDB Manila.

In his role as Executive Creative Director, Dino Ocampo moves into a multi-discipline role focused on Mondelez brands to include Tang, Eden, Cheez Whiz, Toblerone and Cadbury.  Dino returns to Ogilvy Manila (where he spent 8 years as Creative Director with Advertising and OgilvyOne) from Tribal DDB Manila. He brings with him an impressive history of metals in ATL, direct, and digital disciplines, won at international and local shows over a two-decade long career with agencies Basic/FCB, BBDO/Guerrero-Ortega, ACE/Saatchi & Saatchi, Ogilvy & Mather Manila, Movent and Tribal DDB. He reports to Group ECD Richmond Walker and will work closely with Mike Sicam, ECD for Ogilvy One.

“We needed a creative leader with enough experience to drive a critical piece of business. We needed someone who’s background reflected the increased importance of digital thinking in this market. Most of all, like any agency, we needed great talent. No one ticks all those boxes with more gusto than Dino. It’s a great feeling to have him back in the family,” said Richmond Walker.

With talent increasingly a key differentiator in the creative industry, the role of Human Resources has never been more critical.  Following his recent appointment as Human Resources Director, the task of talent acquisition, retention and training across the Ogilvy Group now rests on the shoulders of Lee Cruz, an Organization Development, Learning and Development consultant and HR Business Partner of over 18 years.  Lee joins Ogilvy Manila from Emerson Electric Asia.  His career includes work with respected companies to include Globe Telecom, ABS-CBN Global, Philip Morris Philippines Manufacturing, Matimco, Coca-Cola Bottlers Philippines and Philam Plans.


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