Labayen's new responsibilities include taking care of advertising the network and its programmes and overseeing its image-building campaign. He will also join the network's management committee on content development.
Labayen has been with JWT since 1999, but said it was his childhood dream to be involved in film and television. "I am 43 and I want to learn new things and contribute new things."
The appointment comes as key rival GMA has strengthened and is running alongside ABS, while newcomer ABC 5 is preparing to beef up under a new management team.
Labayen leaving JWT for branding task at TV station
J. Walter Thompson's executive vice-president and ECD Robert Labayen is leaving to join broadcast network ABS-CBN as VP for creative communications management in June.