The move will enable Mitos Borromeo to focus on her role as chief executive officer of GroupM Philippines.
Until last month, Borromeo had been running MindShare and Maxis as well as GroupM. She hired Bunny Aguilar from Ogilvy to run MindShare in April, and Reyes is the latest addition to her management line-up.
Reyes will be taking over from Cesar Munar, former Maxus general manager, who has left the agency for personal reasons.
Reyes came close to joining GroupM in 2004 as investment director, but opted instead to join local media shop Club Media instead - an agency which he eventually left after a disagreement over its future direction.
“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,” he said.
Reyes also had a five-month stint at Carat. He spent most of his career at Starcom and the media department of what was then the D’Arcy Group, but left following the merger of D’Arcy and Leo Burnett
in 2000.
