Joel Limchoc, the art-based half of a two-man ECD team, announced his resignation from BBDO’s Manila office last February 15, but he isn’t leaving for another agency. He’s dropping the “Joint Executive Creative” from his title instead, to concentrate on directing TV ads.
Simon Welsh’s co-ECD since 2008, Limchoc ranks no. 2 among Philippine-based creatives in the Campaign Brief Asia Rankings, a position he has enjoyed for the last two years. (His employer David Guerrero is no. 1.) He is also the youngest member ever inducted into The Creative Guild’s Hall of Fame.
During his six and a half years with BBDO Guerrero/Proximity, he directed 14 TV ads; many of them, low-budget spots for the agency’s advocacies. Last Christmas, he helmed BBDO Guerrero/Proximity’s viral for ChildHope.
Getting reacquainted with the director’s chair, he told adobo, “I remembered how much I enjoyed it.”
And that was that.
Friends and colleagues said that it was no secret that he dreamed of becoming a director, even as far back as two years ago. BBDO Guerrero/Proximity Chairman and Chief Creative Officer David Guerrero said he was fully supportive of Limchoc’s decision.
Nevertheless, Limchoc leaves a big pair of shoes to fill, so agency heads, here’s the moral of the story: If your client can’t afford a good director for his TV spot, shell out the money yourself.
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Adobo magazine. The word on advertising.
