Formerly the business unit director, Fajardo will lead strategy development for PHD clients in her new role, including Champion Detergents, Hewlett Packard and SC Johnson.
Me-An Bernardo, general manager at PHD, noted that Fajardo will play a vital role in cultivating growth for PHD by driving new business.
“That’s an expertise she has proven over the years,” he added.
On her appointment, Fajardo said she is elated and looking forward to a fruitful relationship with PHD’s new and existing clients.
“It’s our thrust to be a strategic partner – to be more than a media agency – to advertisers. With a young and vibrant team, we will continue to push for fresh and innovative ideas that will help our brands stand out,” she added.
Icabales, meanwhile, will oversee trading and accountability for the Champion business unit where she has worked as investment manager for the last five years.
During her tenure, she has been instrumental in growing the customer base with her progressive media buying tactics.
Bernardo said he is confident Icabales’ experience and expertise will continue to help PHD move forward in ensuring best practices in media.
“I have partnered half of my career with PHD handling Champion. This move is energising as it means more productive years of partnership with a valued client,” Icabales said.