THE PHILIPPINES, MARCH 1, 2012: Brands activations expert Grupo Sorbetero promoted Cats Guerrero to managing director and chief creative officer while former managing director Paul Perez holds both president and chief culture officer posts.
"Cats as MD will definitely ensure our work will be based on Big Ideas–which is critical in these day and age, while my role will explore how brands can create more social value, given that that is what the agency is moving into," explains Perez.
"This move is part of our 5 year plan to shift gears and make the agency respond to the changing dynamics of marketing communications," says Perez.
Guerrero’s new role enables him to develop synergies among creative, client service, channels, production and logistics towards delivering relevant, refreshing output and desirable results with consistency. In May 2010, Guerrero joined Grupo Sorbetero as a brand strategist and was later named as chief culture officer, in charge of both planning and creatives.
"The promotion recognizes Cats’ significant contributions to rationalizing our operations, raising the quality of our creative product, and helping build our bottom line this past year, " said Grupo Sorbetero president and chief culture officer Paul Perez in a press statement.
As Guerrero assumes the everyday operations of the agency, Perez will focus more business development and the promotion of the agency’s new focus, which is Pro social Marketing.
"Pro social Marketing is our new platform where we create meaningful engagements between brands and their consumers, in waysthat benefit communities/audiences," explains Perez on the company’s new path.
