THE PHILIPPINES, January 24, 2012: Following a series of key management appointments, Lowe Philippines has announced a new management structure late in the month that integrates interactive capabilities within the core of the agency functions.
Mike Trillana, formerly a business unit head, has been promoted to vice president for business operations and development. “Part of my new assignment is to see the big picture, and act on it. For the sake of our clients’ businesses, we need to be alert for innovations and time-sensitive opportunities, so as not to miss them in the rush of day-to-day requirements,” he said.
Open, Lowe’s retail marketing arm, will be spearheaded by Alan Fontanilla, who has been promoted from business director to managing director. “We are seeing technology and retail coming together in more interesting ways than ever before,” shared Fontanilla, who joins Lowe Philippines’ executive committee through his appointment. “Open’s continuing success is a direct result of more and more clients seeing the relevance of shopper marketing and activation that influences shopper behavior,” he added.
Meanwhile, the agency’s strategic planning group will be headed by Viboy Palillo, a Lowe alumnus with ten years of planning experience across multiple categories. The creative department, on the other hand, shall incorporate a creative technology unit, composed of developers and project managers, that is geared toward bringing Lowe both client and server-side technologies. Other capabilities intended for this new creative unit are object-oriented programming, CGI programming, and content development for multiple mobile platforms. An outsourcing model has also been adapted for certain administrative functions and broadcast production to boost operational efficiency.
“The ability to evolve quickly and smartly has to be in the agency’s DNA. We need to have a culture that embraces change to provide greater value to our clients by adding more skill sets. Our new management team is committed to getting the right skills and services in place,” Leigh Reyes, Lowe Philippines president and CCO, commented on this new structure. “There’s a saying. ‘Program or be programmed.’ It’s much better to take charge of change. I’m sure our clients will benefit from this transformation, today and in the future,” continued Reyes.
Rupen Desai, president of Lowe Asia-Pacific said, “Lowe Philippines has led the market on the interactive front for some time now. The new structure allows us to be leaner and fitter for a digitized marketplace.”
