Pe's appointment as chief creative officer was made to help Creative Rapp Collins take a more mainstream focus in a market where CRM is in its infancy. DDB is in the process of securing 4As membership for the shop, which is also keen to debunk local perception that it is more events- rather than CRM-focused.
Eric Domagas, the former San Miguel Corporation marketer who took over the helm of the Philippine office in June last year, said: "Our view is that we want to make Rapp Collins the number one CRM agency in the Philippines, but with an added new revenue stream from advertising."
With DDB for the past 11 years, Pe has brought a team of six from the agency, comprising three writers and three art directors, with him. The new hires will take the office's head count to 24. At press-time the agency confirmed it had been awarded advertising duties for one of the leading hospitals in the country, Makati Medical Centre. Rapp also handles advertising for Philam-AIG Insurance, Twinings Tea and has been retained by pharma group Wyeth for CRM work.
DDB Philippines' ECD Pe moves to Rapp Collins role
DDB Philippines has moved ECD Roger Pe to sister agency Rapp Collins, which will sport a new name to reflect its new focus on mainstream advertising as DDB's third creative shop after last year's start-up, DM9.
