MANILA, AUGUST 28, 2013 – Althia Yu is moving in at IPG Mediabrands as digital director for the Philippines, a newly created role to help drive the agency’s business across social, search, display and mobile platforms.
Yu will report to work immediately, under the wing of deputy managing director Chito Jusi. Yu will build relationships with digital media and technology vendors and develop brand marketing strategies for global clients in the country.
She is a market research professional, and has working her data analytics skills for over 10 years. “I am passionate about digital advertising and feel fortunate to have been able to gain insights in all aspects – right from research and data analytics; building social media plans; developing SEM campaigns; understanding paid, owned and earned media matrix as well as planning and evaluating digital-led campaigns for global brands. I look forward to applying my varied skillset to work with Mediabrands’ global clients and further strengthen their brand presence online.”
“Today, the role of data and its significance in brand marketing in the digital space can’t be undermined. To this end, Althia’s data analytics capabilities to track, modify and evaluate a brand’s performance in the digital space as well as her strengths in search and social are invaluable assets. I am excited for her to come aboard and take the agency’s digital strengths to newer heights,” commented Jusi.
Yu is joining IPG from MRM Worldwide, where she was the digital director, head of media. She was able to strategically extended Nescafe’s creative assets across all digital channels. Prior to MRM, Yu has been with Nielsen, Philippine Survey and Research Centre, and Astra Zeneca – focusing on quantitative research to help track product testing, brand health, conducting customer satisfaction surveys and building brand usage attitude imagery.
