THE PHILIPPINES, SEPTEMBER 5, 2012 – Ogilvy & Mather’s extensive search for a CEO for the Philippines led right back to the Manila office, to Peachy Pacquing, the managing director of Ogilvy & Mather Advertising.
With Ogilvy for the past five years, Pacquing takes over from Randy Aquino, who stepped down early this year but remains the group’s vice chairman.
She will take on the overall responsibility for the agency, leading the development of an aggressive three-year plan. Pacquing’s appointment will commence immediately and completes a management review that saw Leticia Matias promoted to chief operating officer and Elly Puyat made OgilvyOne managing director and chief digital officer, Ogilvy & Mather Philippines.
Pacquing, as it turns out, was central to the search for the replacement. “The shape of our agency is changing so we didn’t start by looking for a direct replacement for Randy. We started by developing a new three-year plan for our group in Manila, a process that was led by Peachy. That gave us the start point for the new line-up,” said the network’s ASEAN president David Mayo.
When asked what gave Pacquing the edge, Mayo said: “Peachy has the support of her peers in driving the agency into the next stage in its future.”
Pacquing moved from creative to planner and later managing director at Ogilvy Advertising. She previously served as regional creative director at Grey Malaysia and JWT Manila before joining Ogilvy in 2007 as head of 360 planning.
Pacquing also sits on the management board that worked with Aquino on delivering Ogilvy’s Five Year plan.
With Pacquing’s promotion, the search now shifts to finding her replacement at the group’s flagship agency. “We are always looking for good people… but we are less about departments and more about focussing on our clients so, day-to-day Peachy, will still be very connected to our most cherished clients. As we grow under Peachy’s leadership, we will undoubtedly look for our leaders of the future to join us in Manila,” said Mayo.
