THE PHILIPPINES, MARCH 21, 2012: Multi-awarded Leo Burnett executive creative director Raoul Panes moves up as chief creative officer. Panes will be overseeing the work of the Leo Burnett Group in Manila which includes Leo Burnett, Blackpencil, and Arc Worldwide.
Panes’ promotion comes at the heels of his work on “Hooray for Today” integrated campaign for McDonald’s, and the outstanding creative work for WWF that led the agency to back-to-back wins at last year’s Kidlat Awards and New York Festivals. Under Panes’ creative leadership, Leo Burnett won a seven-way pitch for the recent Ad Congress in CamSur.
Raymond Arrastia, Leo Burnett Manila managing director, said: “Not only is Raoul a multi-awarded and seasoned creative director, he also firmly believes that creativity and efficacy joined together creates excellent advertising, and is passionate in guiding and nurturing young creative talents.”
In 2007, Panes joined Leo Burnett as executive creative director where he replaced Richard Irvine (now Publicis Malaysia’s chief creative officer) . Prior to Leo Burnett, Panes was executive creative director at BBDO Guerrero Ortega, now known as BBDO Guerrero.
Having been listed as among Campaign Brief and Media Magazine’s top creatives in Asia, Panes has a slew of recognitions under his belt. In Cannes Lions 2010, he represented the Philippines as a member of the Radio jury and in 2006 won for his outdoor work in the Childhope Asia Campaign. He has also received awards from The One Show, D&AD, AdFest, Spikes Asia, New York Festivals, London International Awards and Clio Awards.
Among his creative judging duties included Busan AdStars, New York Festivals, Clio and Cannes Lions. He has served as president of the Creative Guild of the Philippines, and chairman of the biennial Philippine Advertising Congress Araw Awards.
