Crucillo returns to lead Ogilvy Philippines digital drive

She’s back!  After her stint as Retail Brand Marketing Head for Nike Southeast Asia, Melissa Crucillo returns to the Philippines, and back to agency work. 

Crucillo was named OgilvyOne managing director and Head of Neo@Ogilvy last March 15.   She returns to one of her old haunts, having been with Ogilvy as Accounts Supervisor early in her career.  

Being ex-Ogilvy was a factor in her appointment.  Her understanding of the agency culture and procedures allowed for little or no adjustment, easing into the work immediately.


Another plus is her intimacy with Nike.  “(Crucillo) was with Nike for quite a while.  OgilvyOne and Nike produced some of the best digital work,” states Randy Aquino, Ogilvy & Mather Philippines country head.

Crucillo’s re-entry is seen as crucial. With digital creative work becoming prominent, the agency is faced with the situation of needing to usher clients into the digital arena.   And, coming from Nike, was an ace.

“She knows what (clients) are thinking, knows their anxieties and reservations with regards to retail requirement, market shares, etc.  With Nike, she was a client. But (she was) one of the clients that went digital in a big way,” Aquino expounds.

“Meli will bring OgilvyOne further as far as digital marketing communications is concerned,” he adds.

With her return welcomed by well-wishers all the way from New York, including Miles Young, CEO of Ogilvy & Mather Worldwide, Crucillo has all the positive vibes coming her way. 


adobo magazine.  The Word on Advertising.

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