After both winning and losing from client consolidations in 2008, Lowe Philippines is spinning off Design and investing in digital capability.
According to agency head Mariles Gustilo, "After doing such notable projects as Red Ribbon’s new store in 2007 and the makeover of BPI’s corporate brand identity in 2008, it was clear our design team was ready to take on bigger challenges. As for Digital, we knew it was imperative that we be in that space. It was just a matter of the right time and the right person." Both Red Ribbon and BPI are large local brands.
Lowe’s design team is led by multi-awarded art director Mario Serrano. Serrano began his stellar career with Basic-FCB, where he rose to Creative Director and did regional work that took him to Hong Kong, Singapore and Sydney. He also had a year-long stint with O&M in Kuwait. In 2003 he moved to the US where he embarked on a new career as visual artist and landscape designer. He joined Lowe in 2007 as Head of Art.
Heading the Digital team is former JWT Design head Dindo Magallanes. A graduate of the Ateneo & New York’s Cooper Union, Magallanes has over 15 years experience, dating back to the pioneering days of interactive work. Prior to his last job at JWT, he held a host of positions in the field, including working as a Digital Creative Director in Hong Kong and New York.
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