From creative, to planner, to MD: on May 1, Peachy Pacquing started as Managing Director of Ogilvy Advertising Manila.
The appointment was announced by Randy Aquino, Head of Country for Ogilvy Philippines.
Formerly an award-winning regional creative director at Grey Malaysia and JWT Manila, and at Basic and Ogilvy before that, Pacquing joined Ogilvy in 2007 as Head of 360 Planning.
According to Aquino, Pacquing’s appointment provides focused, creative-based leadership for Ogilvy Advertising, and will free him to drive growth for the network’s other disciplines, such as Interactive/Direct, Action and PR. It is also consistent with directions set by the region, which has appointed a string of dedicated leaders for Ogilvy Advertising in the last year.
With Pacquing at the helm, Aquino explains, Ogilvy Advertising can follow the precedent of stellar creative-led agencies such TBWA/SMP, BBDO Guerrero, JWT under Dave Ferrer and McCann under Emily Abrera.
However, the calm and thoughtful new MD emphasizes that she has no plans of stepping into Ogilvy’s long-vacant ECD slot (“I’m done with that”). Pacquing says that the search will continue, but may be filled with someone from Ogilvy’s “extremely competent” current staff.
But woe to suits clearing badly-written briefs.
