Miguel Ramos, outgoing country head of Dentsu Aegis Network in the Philippines, laughs off the power struggle reference in the Dentsu Aegis leadership change. He humbly states, “I’m too way down the totem pole to be part of that.”
He mentions that it’s something he’s been thinking about since last year, “Our industry is constantly being disrupted by other players so I thought maybe, and since it’s also true that small is the new big, in a way, I also want to be on the side of the disruption. “ Ramos shares he’s looking at other entrepreneurial ventures as well, “I always put milestones for myself and 20th year is a milestone for me in terms of my journey in advertising. Sometime late last year after we completed the two acquisitions, I started to think about what I wanted to do in the next five years.“ Even while he steps down as Dentsu Aegis Philippines CEO, though, he will stay connected with Dentsu as chairman of ASPAC.
Angelito “Boy P” Pangilinan is the obvious choice as the next CEO as Ramos claims, “He is the immediate choice by everyone, both locally and regionally. We started this journey in 2011 and he was also very critical in making the success happen in the last four years. It will be nice to have someone who’s cognizant of the challenges and opportunities which are within our environment. “
Boy P officially starts on March 15 while Ramos stays on until the end of March. During the adobo magazine interview with Ramos, Boy P was actually right beside him and he jests, “ I will be officially doing his function but I’ll be consulting with him. And because I helped him when he joined the company, I will be expecting his help when I’m the one running the company.” The management structure will not change because all the management positions are in place. Boy mentions. “ Only Vizeum will be affected because we will need to find someone to fill in my former position.” Boy P will relinquish his position as Vizeum’s Chief Executive Officer.
With over 20 years of experience running family ad business ASPAC Law, Ramos led Aegis Media Philippines as chairman from 2012 until he was appointed to lead the newly merged Denstu and Aegis two years later. ASPAC Law was formally acquired by the Dentsu Aegis Network at the end of 2015, providing a convenient synergy for Ramos' career.
For his part, Pangilinan has four decades worth of experience in the advertising industry. Previously running Carat Philippines, Boy P has actually been part of the Dentsu Aegis Network since 2012.
In photo is outgoing Dentsu Aegis Network country head Miguel Ramos.