A multi-awarded creative force and Dentsu loyalist for 20 years, Masako is the first international ECD to be considered for overall creative leadership of Aspac. With a strong legacy of creating maverick work as an indie shop, Aspac has seen exponential growth in the last few years with major account acquisitions Ginebra San Miguel, GlobeMybusiness, and LBC, and the consolidation of its Honda, Pocari and Mandom business before joining the Dentsu Aegis Network.
“The Philippine advertising landscape has changed dramatically in recent years and to stay ahead of the curve demands aggressive re-invention to keep relevant. Aspac has always been entrepreneurial and nimble, shapeshifting to capture emerging opportunities. With a solid roster of accounts in place, Aspac is now poised to create tectonic shifts in the market with Masako’s daring brand of leadership. “We are very excited that she will be joining us,” intimates Miguel Ramos, chairman of Aspac DAN Philippines.
Masako is Dentsu’s first female creative director. In 2007, she was named among Media (now Campaign Asia) Magazine’s Top 10 creative directors in Asia. A well-respected force in the international creative community, Masako won accolades for her work on clients such as Toyota, Suntory, Shiseido, Fujifilm and Shizuoka Broadcasting, and has served on juries for Clio, YoungGuns, AdFest, Cannes, Spikes, One Show, London International Awards, New York Festivals and Art Directors Club.
Setting her sights on the world stage, Masako asked for, and gamely took on, the challenge to head up Dentsu Vietnam as Executive Creative Director in 2014, where under her leadership, the agency won major Vietnamese clients such as SABECO (Beer 333, Saigon Red), Jetstar and Vinamilk.
(READ: Dentsu Inc. creative leader Okamura takes top job at Dentsu Vietnam)
“The importance of the Philippine market keeps increasing for Dentsu in Asia Pacific, as this market continues to grow and change, while embracing creativity and innovation. With her rich international experience, I believe Masako will make herself an impactful creative driver for ASPAC to accelerate the growth,” says Takaki Hibino, CEO of Dentsu APAC.
Following her successful assignment in Vietnam, Masako is ready to make her mark in the Philippines. “Manila is a hotbed for world-class creative talent. I see greater creative freedom and opportunities in this country to compete globally. Aspac is a battleship run by smart, equally driven talented people who also know how to have fun. I feel humbled but at the same time, excited to make this move. Looking forward to joining the energetic team and making something maverick happen,” enthused Masako.
Dentsu Aegis Network Philippines President, Donald Lim, shares his excitement. “We are delighted to welcome a creative heavyweight into our Philippine office. With Masako’s global experience and recognitions garnered through the years, we believe she will bring forth game changing marketing innovations for the brands that we are working with. I look forward to seeing her weave her creative magic in the Philippine marketing industry.”
Masako will join Aspac’s powerhouse management team led by CEO Susan Dimacali, President COO Angel Antonio, Operations Director Macon Ramos, and DOJO Managing Director Joey Ong. Joey takes on full reins of DOJO, the fastest-growing business of the Aspac group.
Asked how Masako’s role will impact on the Dentsu Aegis Network and on Dentsu Jayme Syfu, Dentsu Aegis Network Communications Head Bong Osorio said, “the two creative agencies under the Dentsu Aegis Network will continue to work independently of each other in creating value for their respective clients and customers. Bringing Masako on board to head Aspac creative can only strengthen the agency’s as well as DAN’s position in the market as a creative powerhouse. As a group, we will continue to pursue shared goals, principles and motivations that can help foster transformation while delivering unrivaled services and steadfast value to our collective clients and society as a whole.”