MANILA, APRIL 24, 2013 – Broadcast giant ABS-CBN Corporation has tapped MRM Manila head Donald Lim to drive its digital strategy across its entire ecosystem.
Lim, who led MRM’s re-engineering from traditional direct shop to digital marketing heavyweight, assumes his role as chief digital officer and head of the Online Media Group (OMG) on June 1. US-based Raffy Lopez, chief operations officer of ABS-CBN Global, previously led OMG.
Lim said his key task would be to craft a digital roadmap for the entire ABS-CBN system to help the broadcaster retain its market leadership, size and deliver on its brand promise of being “In the Service of the Filipino”.
“We will be their in-house agency on digital,” Lim said, adding that the team would lead digital strategy and development for units such as news, entertainment, television, radio and print publishing among others.
The move marks Lim’s first foray into broadcasting, having previously worked as a marketer (Burger King) and in a digital company (Yehey Corporation).
Lim will head a significantly larger digital operation as ABS-CBN has a 150-person digital team, 50 of whom are in production, compared to the 60-person office at the award-winning MRM, the agency that helped Nescafe build a Facebook community of more than two million fans.
Lim, who was also the chief innovation officer of McCann Worldgroup tasked with digitalizing the agency’s entire operation, has been succeeded by Manny Fernando, the president and CEO of Mega Mobile.
He has spent the last month working with Fernando to ensure a seamless transition, saying: “I helped build MRM and I wanted to make sure it stayed strong even after I leave.”
