Staff Reporters
Jan 26, 2012

Lowe Philippines puts digital at core of new structure

MANILA - Lowe Philippines has announced a new management structure that integrates interactive capabilities within the core of the agency functions.

Leigh Reyes (L) recently succeeded Mariles Gustilo (R)
Leigh Reyes (L) recently succeeded Mariles Gustilo (R)

The network says this is part of its ongoing transformation to become future-fit for its clients.
The creative department now houses a creative technology unit comprising developers and project managers, bringing to Lowe both client and server-side technologies, object-oriented programming, CGI programming, and the ability to develop for multiple mobile platforms.

"The ability to evolve quickly and smartly has to be in the agency's DNA. We need to have a culture that embraces change to provide greater value to our clients by adding more skill sets. Our new management team is committed to getting the right skills and services in place," says Leigh Reyes, Lowe Philippines president and CCO. 

To boost operational efficiencies, an outsourcing model will be used for certain administrative functions and broadcast production.

Key management appointments have been made. Mike Trillana, formerly a business unit head, has been promoted to vice president for business operations and development. Trillana explained that part of his new assignment is to see the big picture, and act on it. “For the sake of our clients' businesses, we need to be alert for innovations and time-sensitive opportunities, so as not to miss them in the rush of day-to-day requirements."  

The agency's strategic planning group is now headed by Viboy Palillo, a Lowe alumnus with a decade's experience in planning across multiple categories, from fast-moving consumer goods to mobile brands.

At Lowe's retail marketing arm, Open, business director Alan Fontanilla has been promoted to managing director. With this, Fontanilla will spearhead Open's growth, and be a part of Lowe Philippines’ Executive Committee. "Open's continuing success is a direct result of more and more clients seeing the relevance of shopper marketing and activation that influences shopper behavior," he commented. "We are also seeing technology and retail coming together in more interesting ways than ever before."

Rupen Desai, president Lowe Asia-Pacific said that with Lowe Philippines having led the market on the interactive front for some time now, the new structure allows the agency to be leaner and fitter for a digitized marketplace.

"There's a saying. 'Program or be programmed.' It's much better to take charge of change. I'm sure our clients will benefit from this transformation, today and in the future," added Reyes.

Related Articles

Just Published

3 hours ago

Delicia Tan adds Singapore to remit in Edelman ...

Tan takes on an expanded role as CEO of Edelman Singapore, while retaining her leadership of Hong Kong and Taiwan, following Julia Wei's upcoming departure. In other Edelman news, Vorasit Turongsomboon has been appointed MD for Thailand.

3 hours ago

Selfie-obsessed humans can now match with shelter dogs

Cheil Worldwide's latest campaign uses AI to match humans with shelter dogs based on looks and personality. Ad Nut is baffled and judging you.

4 hours ago

'The holding company model has been broken for a ...

EXCLUSIVE: Fresh off two major acquisitions in 2024, Jamie Posnanski unpacks why the traditional agency-supplier model needs an overhaul, combating transformation fatigue, and why so few clients believe their agency models are fit for purpose.

4 hours ago

Advertisers of the month in Malaysia: Watsons, ...

The three brands led advertising awareness gains in Malaysia during the month of January, with Watsons’ Chinese New Year campaign achieving the highest visibility.