MANILA – BBDO Guerrero’s Tony Harris has been appointed as chief executive of the newly created division BBDO Japan.
He will be succeeded by managing director Francine Kahn-Gonzalez (left) and will be reporting to creative chairman and founder, David Guerrero . Joining her are Pepper Feraren, executive director of strategy, and Ombet Traspe, general manager, both of whom were promoted just last April.
Gonzalez joined BBDO almost a decade ago, helping the agency secure a remarkable run of success in recent years – winning Kidlat Agency of the Year twice, being named Philippines 4As Agency of the Year, becoming the first Philippine agency to enter the Gunn Report World Top 50 and being listed as one the world’s top 20 Smartest Agencies by Warc.
Harris will officially leave the Manila office on Friday this week after 4 years, succinctlyand humorously laid out in a book he wrote, aptly named “Advertising: More Fun in The Philippines.”
Based in Tokyo, BBDO Japan will oversee BBDO’s existing global accounts, as well as assisting Japanese clients seeking access to BBDO’s global capabilities.
BBDO Japan, which will absorb Proximity Japan, is one of three agencies under the umbrella I&S BBDO Group, which includes I&S BBDO and BBDO J West.
Harris will report to I&S BBDO Group president Kazutoyo Kato and Chris Thomas, chairman of the group and chief executive of the Americas.
Sharing with adobo, he sees his appointment at BBDO Japan not as a step-up from BBDO Guerrero but a needed progression to elevate the agency regionally, starting by aligning the Tokyo office with its counterparts.
“In my job, its the kind of challenge you want. And as much as I want to stay here, I didn’t look to move. I was asked if I would consider but you’ll be always looking for a challenge.”
Pitted with Japanese heavyweights like Dentsu and Hakuhodo, Harris admits that the challenge is enormous, as seen with other foreign agencies that have failed to grow a foothold in the market.
“We don’t intend to hit them head-on and expect to emerge on top. But there will always be remarkable work from BBDO that will nip at their heels from time to time. Hopefully, that’s something that clients will start to remember and identify with us more.
Asked on what he will miss in the Philippines the most, he said that it’s working with the agency, especially with David Guerrero whom he regards highly of.
Before joining BBDO Guerrero in 2011, his first role in Asia, Harris served as deputy chairman of RKCY/Y&R in London for four years.
“The agency has been great even before I joined. With David and Fran on board, it can only get better”
“It’s going to be ‘everyday’s a school day’ again. It’s going to be like going to Manila, even probably even more. Hopefully as creative, imaginative and as enjoyable as my time here has been. I enjoyed the Philippines, but this isn’t the last you’ve seen of me. Like McArthur, ‘I shall return,” Harris adds.
