New tourism chief behind campaigns for biggest iconic brands in Philippines

MANILA, Philippines—Despite his success in founding and running one of the most successful advertising agencies in the country, newly named Tourism Secretary Ramon Jimenez remains a “humble” man whose “consultative” style helped his firm market some of the most iconic brands today.

As head of the advertising firm Jimenez Basic, he helped build iconic brands and products of companies including San Miguel Corp., Globe Telecom, Unilab, Jollibee, Chowking, Coca-Cola and Cebu Pacific.

So widely is his work acclaimed that even business leaders who have had jaded views about the Department of Tourism’s past performance are all praises for Jimenez.

“I’ve known Mon Jimenez as a professional and a gentleman,” said Management Association of the Philippines (MAP) president Felino Palafox J. “He is a good ‘people person’ who is consultative and humble, despite his successful career.”

In early 2009, advertising industry publication Adobo magazine featured Jimenez and his wife, Abby, crediting the couple for building “the most profitable creative agency in Manila.”

“[Jimenez Basic] has a solid reputation for creative and effective ads that find their way into people’s conversations,” the magazine said. “Employee turnover is one of the lowest in the industry, shored by good compensation, reasonable work hours and annual company outings abroad.”

Adobo also quoted ABS-CBN executive Robert Labayen who was mentored by Jimenez as saying, “When Mon talks, you believe he really knows what he’s talking about. He’s very honest. No bull. That’s how he built the rapport with clients.”

Other clients in Jimenez Basic’s portfolio include Innove, Citibank, Sara Lee, Meralco and Nutriasia Foods.

Another MAP official, tourism task force chairman Joe Magsaysay, said Jimenez had a “sterling track record” in crafting “powerful advertising programs” that also ranked highly in terms of “audience empathy for leading products.”

This, he said, “should give all Philippine tourism activities the sophistication and cutting edge needed to compete in the highly competitive international market.”

Tourism industry advocate Robert Lim Joseph expressed his support for President Aquino’s appointment of Jimenez, describing the former advertising executive as a “visionary.”

“He’s a no-nonsense guy, and very humble,” Joseph said. “He articulated his vision [for the industry] very clearly and in a straightforward manner.”

“The tourism industry is looking forward to working with him,” Joseph added.