People: Initiative Philippines boosts leadership with appointment of joint managing partners

MANILA, PHILIPPINES — Initiative, the culturally-driven media agency within Mediabrands, has today announced a strategic move to bolster the growing agency’s leadership with the appointments of Melody Laogan and Paul Atienza to the newly created role of joint Initiative Philippines Managing Partners.

A solutions-driven commercial leader with a media career spanning 13 years of growing local and multi-national client brand accounts across a number of prominent agencies, Laogan is promoted to joint Managing Partner from her previous role of Client Advice and Management Director, Initiative Philippines.

Tricia Camarillo-Quiambao, CEO Mediabrands Philippines commented, “Melody’s compelling presence, commitment, and can-do energy lifts her client teams to reach new and inspiring levels. Her keen business instinct, coupled with a passion for service excellence, and natural openness of approach arm her with the skills to lead an agency to greatness.”


With an industry career charting 12 years, working across a number of locally and globally renowned client brands Paul Atienza is promoted from his previous role of Initiative Philippines Strategy Director to joint Managing Partner.

“Paul’s rich media experience and strategic excellence have played a considerable role in the growth of our client portfolio in recent years. His strategic direction across client collaborations has produced industry-leading campaign work, widely celebrated with a host of international accolades. This strategic foresight to anticipate clients’ evolving business challenges will help chart the development of our agency and client business,” said Tricia Camarillo-Quiambao.

She continues, “Working hand in glove, this unstoppable Managing Partner duo are poised to protract Initiative Philippines to its next stage of growth and success. With young leaders like these leading the charge towards the future, the industry is in wonderful hands.”

In their newly appointed positions Atienza and Laogan will report to Tricia Camarillo-Quiambao, CEO Mediabrands Philippines. Both appointments are effective immediately.

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