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PHILIPPINES, MARCH 22, 2011 – Leo Burnett & Arc Worldwide Manila has announced the appointment of Paul John Peña as chief digital officer. The appointment, which takes effect this month, reflects the agency’s commitment to building sustainable growth across all channels including digital.
Peña was head of digital marketing of Globe Telecom’s consumer marketing group where he led long-term strategies employing a full breadth of digital disciplines. He has launched some 80 major campaigns that delivered business case targets with campaigns that have earned regional and international recognition just in a year of setting up the digital discipline at Globe Telecom.
Raymond Arrastia, Leo Burnett Manila group managing director, said: “Digital is an important growth driver for Leo Burnett/Arc. The appointment of Pao is a significant boost to our efforts to build our digital capabilities. With his track record for success in developing digital marketing strategies, we are confident that Pao can provide the right solutions to meet the requirements of engaging consumers in this digital era.”
On Pena’s appointment, Neil Hudspeth, Leo Burnett & Arc Asia Pacific regional digital director, said: “Pao’s extensive and solid experience in social marketing is critical as we continue to strengthen our competencies in this discipline. We are confident that our work in this area as part of “always on” ecosystems we have developed for major brands in the region that are outstanding examples of true consumer engagement and participation leading to success and advocacy, will be duplicated in the Philippines with Paul on board.”
Peña is currently a director of the Integrated and Mobile Marketing Association of the Philippines. He was previously head of Marketing at Vietnamese portal Zing.vn, business unit director at Level Up! Games and product manager at. Samsung Mobile. He graduated with a bachelor of arts in humanities at the University of Asia and the Pacific where he also holds a professional certificate in integrated marketing communications.
