Jos Joins JWT

For years, industry insiders always said the names Guerrero and Ortega in the same breath, but no more. Michael Maedel, JWT’s president, announced the appointment of BBDO Philippines’ former Vice Chairman Jos Ortega as the CEO of JWT Manila, effective July 7, 2008. 

Aside from being one of the industry’s preeminent strategic thinkers, he is founder and (was) chairman of BrandLab, providing counsel to companies as McDonald’s, Monde Nissin and Chowking.

“Since JWT Manila already has a strong management team in place, we looked very carefully to identify and hire someone who would complement the existing management team,” said Michael Maedel. “Jos’ past strategic leadership roles in BrandLab and BBDO will be a tremendous asset in guiding the office into the next phase of growth.”

At the start of 2008, JWT Manila lost its CEO, Matt Seddon, to Ace Saatchi & Saatchi and its strategic planning director and VP, Kiran Vaswani, to Zenith Optimedia Philippines. Until recently, General Manager Raul Villegas, who also heads Account Management, was left to run the agency.

“I am looking forward to my new adventure at JWT Manila,” commented Ortega. “Together with the existing management team, I intend to create an inspiring environment that will deliver great ideas in more creative platforms for our international and local clients.”

Jos Ortega began his career in SCC&B: Lintas, the forerunner of Lowe, but gained notice when he became planning director at Ogilvy & Mather, and eventually, the head of its now-defunct  Cebu office.

In O&M, he worked with David Guerrero, with whom he started BBDO Guerrero Ortega. In recent years, he withdrew from the management and operations of BBDO Guerrero Ortega, to concentrate on BrandLab.

Speculations on his new role in JWT began when he handed the reins of BrandLab to his wife Vicky Ortega. Then on June 6, BBDO confirmed that Ortega had sold his equity in the Manila agency, leaving him free to join JWT, a WPP agency.

As a result, BBDO Guerrero Ortega, one of the region’s leading creative agencies, renamed itself as BBDO Guerrero.

Commenting on the move, BBDO Guerrero’s Chairman and Chief Creative Officer, David Guerrero, said: “2008 is an important milestone as we will be celebrating our tenth anniversary. So it seemed like the right time to update our agency name. Jos and I remain good friends and continue to share a common vision of improving the standing of the Philippines in the global advertising industry.”

Chris Thomas, BBDO Asia Pacific chairman and chief executive officer, noted, “BBDO Guerrero Ortega has become one of the most recognizable and respected agency names in the region during the past ten years, and that has been in large part due to the creative leadership of David Guerrero. With Jos no longer involved in the agency, the change of name to BBDO Guerrero aptly reflects the agency’s focus on The Work and the strength of its creative reputation. BBDO Guerrero is a jewel in the crown of BBDO, not just in Asia Pacific, but worldwide.”