Ogilvy and Mather Philippines Makes Leadership Changes

Ogilvy and Mather Philippines has appointed Antonio Miguel Mercado as Managing Director while at the same time promoting of Mona Nazario-Garcia to General Manager of Ogilvy & Mather Advertising.

“Over the last few years, we have had to change the way we think and work together within the Agency to deliver real value for our clients,” said Ogilvy and Mather Philippines CEO Eleanor V. Puyat.

Miguel takes over from Thorsten Orth who returns to Ogilvy & Mather Advertising Vietnam after 14 months with the Manila business.

 
 

“I am confident that in Miguel and Mona we have the right combination of foresight, experience and understanding of the market to continue this evolution in our advertising business.”

For Miguel Mercado, this appointment marks a return to the advertising industry he grew up with. His advertising career spans two decades, working accounts in his early years under the tutelage of “pillars of the Philippine advertising industry” Tony Mercado (who just happens to be his father) and Minyong Ordonez at Basic Advertising.

After nine years with Publicis/Basic, he held leadership positions in Thailand and Malaysia for the Publicis organization: five years as Client Service Director and Regional Business Director for Publicis Thailand (2000-2005), 3 years as General Manager of Publicis Malaysia.

 
 

In 2008, he flew home to Manila to take on a post as J. Romero & Associates Managing Director. He comes to Ogilvy from ABS-CBN where, as Vice President and Head of Marketing for Digital Terrestrial TV for five years, he is credited with the development of the network’s digitalTV service TV Plus Ang Mahiwagang Black Box, a service that provides clear, free channels to a majority of the population.

With 13 years invested in the Ogilvy & Mather business, you could say that Mona Nazario-Garcia is “home-grown” Ogilvy. Armed with insights on South East Asian mothers from previous work, she started in Ogilvy & Mather in 2002 as Account Manager for Kraft and later Regional Manager for SEA for Kimberly Clarke-Kotex and Huggies brands.

In 2006, she took on an assignment as Agency lead for Pond’s which paved the way for the acquisition of Dove and Vaseline business for the Agency. With proven success in brand team leadership, she was later assigned Agency lead for ‘Team Unilab’, which supported various United Laboratories brand categories, and then promoted to Client Services Director and Digital lead for Advertising.

“We embraced the shift to distributable content early, acknowledging that content that is shared and talked about in the right social circles has become as big of an influence on consumer preference and purchase decisions as ‘disposable’ TV, print and billboard material. We also embraced collaboration across our businesses, delivering more effective campaigns across more touchpoints.”

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