Publicis’ Tommy Eugenio joins Draftfcb Philippines as president and COO

The agency’s Philippines office is overseen by Arnold Liong, Draftfcb Philippines chairman and CEO as well as president and CEO of holding company MFCB.

Eugenio told Campaign Asia-Pacific that his work will focus on the agency’s expertise, with a clear positioning that will define Draftfcb to the industry. The agency said Eugenio brings a wealth of experience from years of handling a wide range of both globally aligned accounts and locally acquired brands.

Prior to joining Draftfcb, Eugenio was division head at Publicis Manila, where he provided strategic direction and business solutions ranging from marketing consultancy to advertising campaign creation.

Meanwhile, Bernardo will manage all creative personnel and be at the helm of the agency’s creative output for the MFCB companies, which include Draftfcb and DFCB Digital.

Current executive creative director Sydney Samodio, who will focus on Draftfcb’s current clients and spearhead organic growth, will support Bernardo. Carlos Sevilla, DFCB digital managing director, will continue to head responsibilities relative to DFCB Digital’s expansion of its product portfolio and oversee management and other operational matters.

Speaking about the advertising scene in the Philippines, Bernardo told Campaign Asia-Pacific that it has changed dramatically over the past few years. “Digital now shares the limelight with above-the-line advertising,” he said. “With the country enjoying this newfound prosperity, business is thriving and competition is growing fiercer by the day. So, there are more opportunities to engage the consumer with strong, insight-driven work run in relevant channels.”

Clients have a need for integration between ATL, BTL, on-ground advertising, and digital, he added. “Technology for technology's sake does not work here," he said. "At the end of the day, the insight-driven big idea is still king. Digital is one more channel we need the consumer to tune into.”

Bernardo said he is glad to see that even if the avenues for connecting with the consumer continue to multiply, the basic principles still hold true. However, he said with more agencies of all shapes and sizes having the same offering, the challenge is to set yourself apart with great work that cuts through.

Most recently, Bernardo was the vice president of marketing for SM Retail, but he has also worked with agencies including Bates Manila and Ogilvy&Mather.