Reyes replaces Cesar Munar, who leaves the agency for personal reasons. He will report of GroupM CEO Mitos Borromeo, who last month hired a new general manager of MindShare - Bunny Aguilar, from Ogilvy & Mather (Media April 4) - to free her from a dual role heading Maxus and MindShare.
Reyes spent a five-month stint at Carat after spending most of his career at Starcom and the media department of what was the D'Arcy Group. He was close to joining GroupM in 2004, as investment director, but opted to join local shop Club Media.
"I have kept in touch with Mitos over the years, and I'm excited to have finally joined such a strong agency. Maxus has recently been given its own P&L, and I'm looking forward to working with people of such experience and capability," said Reyes.
