MANILA – October 23, 2013 – Indie agency The Aspac Group may have gotten bigger with its recent management changes, but it’s precisely the group’s indie-ness that enables it to compete with the big guys.
According to Susan Dimacali, new group CEO of Aspac, being an indie allows them the flexibility to create the business model that they want, and clients need.
"But we don’t want to just mirror what our bigger competitors are doing out there. Whatever we do has to be game-changing. Expect the new companies to provide services or a combination of services never offered before by any agency. This is the exciting part about being with an Indie!" Dimacali said, describing her approach in taking Aspac to a group level operation.
With Dimacali’s appointment as group CEO, Angel Antonio’s role was expanded to president and chief operations officer from president and general manager. Meanwhile, Joey Ong was appointed chief creative officer and partner to launch DoJo, which will offer strategic branding and design services for industrial and packaging projects.
Dimacali, who had retired and launched DimSu Consulting in 2010, shared how she came to join Aspac.
"The idea of returning to the world of advertising had to be a very compelling one," said Dimacali, adding that she had known Aspac president Miguel Ramos a long time, having worked together in the 4As and AdBoard.
"I had also been consulting with his agency for the past year and so I was familiar with their challenges and successes and where to propel the agency towards the next level of growth," she said.
When Ramos asked her to come on board, Dimacali said the idea of helping an indie compete effectively with multinational agencies appealed to her.
"I also have a lot of respect for Migs and how he kept Aspac relevant through all the upheavals this industry has undergone this past decade. How many local agencies do you know today that have enjoyed a robust business these past 40 years?" she said.
The beauty of the new partnership, Dimacali said, is that they already share the same values, business ethics, and management style: entrepreneurial, strong client partnering, participative management, and genuine concern for people. "It’s a happy, relaxed place where people know how to work hard and play hard," she said.
She added that because Aspac is run very efficiently, she can focus on what she does best: setting up new companies and finding the right client partners to grow with.
"So far, the new management team has been kicking ass, winning four new accounts since August!" she said.
A brand and agency veteran, Dimacali has held senior roles in McCann Erickson, BBDO Guerrero, and DDB Philippines.
