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After the recent hire and promotion of Randy Aquino to managing director of Ogilvy Advertising, Tina Coscullluela promptly promoted Aquino to be her successor as group managing director, while she assumes the role of non-executive chairman which she said will give her more time to ”finally pursue my personal goals.”
Tina has been with Ogilvy for 14 years, mostly in the Philippines with a two-year stint in Ogilvy Thailand.
Tim Isaac, vice chairman of Ogilvy & Mather Asia Pacific and who worked closely with Cosculluela in Thailand, remarked, “It was her desire then to complete the organizational structure of the Philippine operations, and she envisioned it would take roughly three years to do this. As she was identifying and finally hiring the managing directors, she took into consideration her succession plan.”
In Manila, Cosculluella started with a staff of 64, which has now grown to 104 across all disciplines.
Isaac clarified that the post of non-executive chairman, which takes effect in January 1, 2008, will see Tina act as an ambassador for Ogilvy, and a consultant to the Management group.
“Her core responsibilities will be to identify new business opportunities, recruitment of best talents and as a consultant on specific clients as appropriate.”
Ogilvy Advertising, however, has had a difficult time filling the top creative position vacated by Gavin Simpson last August. Simpson catapulted the agency to into strong creative standing during his 18-month stint in Manila.
On Randy Aquino as her successor, Cosculluela said, “I am confident that his leadership will bring Ogilvy Philippines to even greater heights.”
