Ichay M. Bulaong, co-founder and former Managing Director of Burnett subsidiary Arc Worldwide Phils., Inc., and widely considered the top CRM executive in the country, has joined media behemoth ABS-CBN as Head of CRM (Customer Relationship Management).
Her brief is to establish and lead CRM in ABS-CBN and its subsidiaries, which include SkyCable, magazines, internet portal Pinoycentral, and TFC (The Filipino Channel) in the US.
A local CRM pioneer, Ichay also established O&M Direct and her own independent, First Direct. Among the CRM agency heads who can trace their experience to her shops are Angeli Lamsdorff of DentsuIndio, Leah Besa of BBDO-Proximity, Elly Puyat of OgilvyOne, Gretchen Largoza of Arc Indonesia, and Lawrence Villegas of Arc Worldwide Asia-Pacific.
