THE PHILIPPINES, SEPTEMBER 12, 2012 – James Bernardo has left the Executive Creative Director post at Bates Philippines to join SM Supermarkets as Vice President of Marketing.
“I decided to leave Bates to experience the other side of the fence. I always wondered how it would be like to work in the marketing department of a big company,” Bernardo told adobo Magazine. “I also want to learn the business side of things so I would be more prepared to head an agency in the future.”
When Mitos Borromeo, business strategy and new business consultant of Bates Philippines, was asked about Bernardo’s move, she said: “I’m happy for him. We don’t stop any employee from leaving if he or she is moving for his own personal growth. You can only wish them well.”
Bernardo was appointed a year ago following Joey Ong’s departure from the company to take on the ECD role at DDB Philippines.
Bernardo brings with him some 20 years advertising experience, starting his career first as a copywriter at Ace Saatchi & Saatchi, working on accounts such as Ayala Land, Petron, Purefoods and Safeguard, winning awards and new business along the way. In 1993, he was appointed creative group head at Lintas (now Lowe), where he rose to creative director. He returned to Ace Saatchi & Saatchi and became global base unit head creative for P&G’s Safeguard brand in Thailand, Vietnam and the Philippines.
Moving to Saatchi & Saatchi Jakarta, Bernardo helped the agency become Creative Agency of the Year at Citra Pariwara. After his Indonesian stint, he returned to the Philippines to join BBDO Guerrero Ortega, handling Bayantel, Mitsubishi and Ayala Land. He joined Ogilvy & Mather in 2008, handling Kraft, Pond’s and Vaseline.
However, Bates is left not without a lead for the creatives department, appointing Noah Valdez, Bates’ former associate creative director who left for Tribal DDB a few months ago to become creative director.
“Noah is familiar with our clients and our culture, so there’s no down time in the transition from James to Noah. Noah is young, but is a good leader and is interested in all things creative. We’re looking forward to a revitalized team as Noah takes over the creative department,” Borromeo said.
