Manila, Philippines – At a time when there is stronger imperative for brands to deliver data-driven brand experiences and campaigns, global advertising agency network dentsu in the Philippines has announced a new leadership movement within its data department – the elevation of Roki Ferrer, its former Connections Strategy and Research Lead, to now assume the role of Head of Data.
The network’s Filipino team said that the new leadership is in line with its goal of keeping the agency’s commitment to delivering ideas-led, data-driven, and tech-enabled work.
The appointment of Ferrer commences with immediate effect and will report directly to dentsu Philippines’ CEO, JC Catibog.
Ferrer is a marketing and communications expert who boasts over 16 years of experience in brand management, corporate communications, and integrated marketing communications, as well as connections planning experience. His foundation of business understanding and campaign management can be seen through the success of the campaigns he had worked on as a client marketer.
These campaigns include work for Coca-Cola, Globe Telecom, and SkinWhite. In the past five years, he has worked on the agency side and widened his perspectives of different planning tools, frameworks, and approaches to deliver custom solutions in solving complex business problems for both local and global brands
Catibog said that during Ferrer’s stay with the agency, which started in 2019, he has enabled the team to become thought-leaders in the realm of consumer and media by spearheading webinars, media bulletins, and bespoke research consultancies, most especially in the pandemic, where insight-building activities surfaced “new truths.”
“Roki’s marketing acumen and knowledge of the power of data will sharpen consumer understanding of our clients and future-proof the agency to unlock audience identity solutions, solutions that help navigate challenges in the digital world,” said Catibog.
For his new role, Roki will be expanding his strategy and research remit to equip and accelerate the data offering of dentsu Philippines and create business value through data services and products for clients.
Ferrer himself commented, “People-based marketing is the way forward and data will be the spine that bridges brands closer to the ever-evolving consumer beliefs, dispositions, and behaviors.”
“I am looking forward to working with the team to deliver next-generation data products as we evolve our proprietary audience panel and planner, and find key technology and media partnerships to build new platforms. It is definitely an exciting time for dentsu,” he added.