MANILA, FEBRUARY 8, 2013 – Harrison Communications, a unit of McCann Worldgroup, has expanded Alex Arellano’s role from executive creative director to include responsibilities as its new president, ushering the agency into the next stage of its reinvention.
Arellano is expected to steer the Agency steadily into new ground with his deep command of the Harrison business which he has helped build over the past 6 years as Executive Creative Director, a role he will retain concurrent to his Presidency. He will drive current client partnerships and will ensure seamless integration of innovation into business solutions, while plumbing into his broad advertising experience on leading brands that include Globe, Unilab, DPC, M.Lhuillier, URC, San Miguel, Sony, Motolite, Pride, Maggi, Jollibee, PAL, Magnolia, Colgate, Palmolive, Toyota, among many others.
“Harrison was originally established as an experimental group to tinker with new communications corridors. Innovation has always been in our DNA and has allowed us to uniquely navigate the changing terrain of the industry. Our non-traditional approach to brand building, and the way we have combined creativity with technology and other techniques are keys to the success of our campaigns that have burned into popular culture. Innovation will continue to underpin everything we do for our Clients’ businesses and will be the blueprint for our own growth”, Arellano said.
With this mandate, Harrison is expected to spearhead business concept innovations and develop new products and services that will bring its clients’ brands to new business and marketing frontiers.
