MANILA, PHILIPPINES — Global public relations, social and experiential agency micro-network Red Havas, which is under the award-winning media and communications group Havas Ortega, has onboarded Ken Lerona as its new Business Director in the Philippines.
Lerona brings with him 20 years of broad experience in marketing, brand, and communication that has been honed across industries including FMCG, retail and leisure, telecommunications, real estate, property digital platform, and logistics technology. As a firm believer in the power of storytelling, he specializes in transforming data into engaging stories and campaigns for traditional and digital channels.
“I am proud to be part of such a dynamic team that constantly delivers industry benchmarks across different categories and I am excited to create more meaningful projects and that can become stories with impact for numerous brands,” says Lerona. “I look forward to synergize with the global network and experience of Red Havas to create stronger brand impact.”
He leverages his skills and special interest in brand management, public relations, media, customer relations, and customer experience (CX) not only towards professional growth but also through his personal advocacies to support MSMEs in the country. Lerona hails from Iloilo and is a proud probinsyano, which has helped him have an astute understanding of the Filipino consumer with a direct-to-market perspective.
In his role with the Red Havas team, he will be involved with its insightful industry-focused campaigns such as the Havas Prosumer Reports, which listen to the views of the 20% of consumers who are thought leaders and trendsetters in their communities. Their perspectives are adapted by the rest of the consumers in 6-18 months. As part of the Havas PR Global Collective, Red Havas’ mission is to be the most integrated team of PR, social and experiential experts, delivering ambitious, incredible work that sets a new benchmark across a wide range of clients, industries, and other partners it works with.
“Ken Lerona will be a valuable addition to the team, with his experience that can help with gainful insights as we help our clients navigate the post-pandemic world and beyond. In the current media landscape, the role of PR is evolving, we will definitely continue to introduce innovation in the industry that comes with thoughtful influence, as we integrate social media, content production, experiential activations, event production, design, strategy, creatives, and data, among other disciplines on different platforms,” says Jos Ortega, Chairman and CEO of Havas Ortega.
Working closely with Lerona is Janessa Tek-ing, who has been promoted from Account Director to Associate Business Director. A storyteller at heart who likes to curate inspiring and meaningful stories for brands, she has led Red Havas’ advocacy-driven campaigns for both global and local businesses, mainly from the tech and retail industries. She is also an advocate of peace and serves as communications consultant to a non-government organization that promotes peace education among children in conflict areas in the Philippines. She’s recently rolled ECHO, an internal sustainability initiative of Havas Ortega, and is a member of Havas Impact+. As Associate Business Director, she will be able to share her ideas on sustainability with a broader audience and help create high-impact projects.