Philippine News

TBWASantiago Mangada Puno names RJ Paculan as Strategic Planning Director

MANILA – TBWA\Santiago Mangada Puno management has named Ryan Jason Paculan to the position of Strategic Planning Director.

According to an official announcement by TBWA\SMP managing partners Melvin Mangada and Jimmy Santiago, the promotion was in recognition of RJ’s “significant contribution” to the development of brands in his previous capacity as Senior Strategic Planner. Mangada and Santiago cited RJ’s ability to craft deep insights and sharp strategies thanks to his “natural maturity, wit, and analytical ability”.

Beginning his career as a Leo Burnett account manager in 2002, RJ soon distinguished himself with an aptitude for mining consumer insights. In 2006, he joined TBWA\SMP as part of the Strategic Planning team, where he pioneered a holistic approach to the strategic and creative ideation processes to create relevant, effective, and impactful work.


RJ’s contributions have been seen in multiple-metal-winning works, such as “Water Billboard” for client Shokobutsu Hana and, more recently, “Love Thy Neighbor” for the Association of Broadcasters of the Philippines.

In the new leadership position, RJ will oversee the Planning requirements of local and international brands such as Nissan, McDonald’s, Bench, and Oishi. As he embarks on this new chapter in his career, RJ has the support and confidence of the entire Agency as he assumes a bigger role in growing TBWA\SMP’s business and those of its clients.

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