MANILA, PHILIPPINES — Media and communications group Havas Ortega announced the appointment of Mel Panabi as the new business director of the agency’s global public relations, social and experiential agency micro-network Red Havas.
Panabi has more than 25 years of experience in public relations, corporate communication, stakeholder relations, crisis management, political communications, and marketing–having worked on accounts and brands across industries like fintech, real estate, telecommunications, entertainment, and renewables.
Panabi believes the challenge of brands today is to orchestrate the messages they sent through different platforms. “PR is no longer about making noise or building awareness but building a relationship across different touchpoints in the customer journey. It is not just a campaign but a conversation with a brand you can trust.”
He has honed a multi-perspective approach to communications leveraging on his experience in digital marketing, public relations, and corporate communications, allowing him to create strategic, brand-centered messages across these different communication channels.
“I’m honored to be a part of the Havas Ortega group and lead a team of young, passionate professionals who have a singular mission of helping brands deliver authentic messages to their stakeholders. I am particularly looking forward to the new direction we’re going to take – highlighting sustainability as a centerpiece communication strategy as we partner with brands. I am also excited by our plans for 2022, as we align our efforts here in the Philippines with the standards and industry-leading initiatives of the global Red Havas brand. We look forward to providing more services that can help our clients and the communities they serve.”
Among Panabi’s new responsibilities is developing new products and services that will further strengthen Red Havas’ position in the country’s public relations and brands landscape.
“We believe that the role of brands has drastically changed and that meaningful messages aligned to authentic values is what stakeholders look for. Mel Panabi brings with him a wealth of experience that will help Red Havas navigate through the new role of PR and corporate communication—one that is informed by thoughtful corporate responsibility and governance,” said Jos Ortega, Chairman, and CEO of Havas Ortega.
Red Havas is currently in the midst of an international expansion that has seen the brand open agencies in countries across Europe and Asia. One of the aims of the expansion is to give its clients access to best-in-class thinking and the ability to create integrated programs that can be implemented seamlessly across four continents.
