THE PHILIPPINES, MARCH 9, 2012: Department of Tourism Secretary Mon Jimenez shares the differences and similarities on being an ad man and a public servant during his keynote speech at the recent Association of Accredited Advertising Agencies (4As) Philippines first general membership meeting and induction held February 29 at the Rockwell Club, Makati.
"You think you’re somebody, until you realize you still have much more to learn about the government," says Jimenez as he narrates the changes in his everyday work as a government official and the need to understand that the business of travel is a whole lot more than just a slogan. Jimenez tells anecdotes as he goes to different places and gives keynote speeches as a way for people to keep in touch with the government.
However, with all the differences, some things have not changed for Jimenez. One thing he pointed out that has not changed was that he still has clients everywhere. According to Jimenez, these clients have police, judicial, and legislature powers that they exercise over his ideas.
Six months into his new role as tourism secretary, Jimenez says that a life of persuasion is still part of his everyday job. "I wake up every morning asking myself who I have to persuade today," says Jimenez.
The second thing that hasn’t changed is that Jimenez has to work with a team all the time. He shares his experience on working with a team composed of more than 700 people in the Department of Tourism.
"The best people are still the people who have the ideas. Those are the people who we will always value and enjoy working with," explains Jimenez on what has not changed. He also noted that with the similarities between working for the government and in advertising, he feels he hasn’t really been separated from the ad world.
The 4As new board is composed of Workshop One president Ruwel Loyola, president; Draft FCB president and COO Jenny Wieneke, vice president; Creative Juice Manila CEO Gigi Tibi, secretary; Campaigns & Grey SVP Jev Ramos, treasurer; Euro RSCG Manila managing director and chief creative officer Norman Agatep, corporate comptroller; and BBDO Guerrero GM Francine Gonzalez, PC&V managing partner Ariel Comia and McCann Worldgroup VP and managing partner Cecile Velez, directors.
Loyola said new 4As programs to be launched in 2012 include an external version of 4As’ exclusive ARAL seminar designed to help keep its members always up-to-date. “This year, we will extend the benefit of ARAL to schools, the academe and companies,” Loyola said.
“Most of the people in this new board are young, which is rare in 4As,” said DM9JaymeSyfu chief adviser and newly-elected 4As chairman Alex Syfu. “And we need that new perspective in 4As.”
