By:

Arnol Cruz, Yao Qu & Nic Lazaro

Who did we Interview?

Mr. Niño RunesAccount Manager

BDO & DOT

Question 1:The agency profile. Who are the founders and history of BBDO Guerrero in the Philippines?

• BBDO Guerrero started by Mr. Leon Xavier Guerrero, aka David Guerrero

• David Guerrero started in London during the 90’s

• Returned and work under Ogilvy & Mather, Philippines

• 1998, was invited by the BBDO network

• Early partner was Mr. Josh Ortega –Former name is BBDO Guerrero & Ortega (their partnership lasted until 2008)

• Now known as BBDO Guerrero Proximity

Question 2 & 3:Who composes the Accounts Management Team (Organizational Structure) and responsibilities.

• Head of Accounts• Guiding the Accounts Team (Representative of the whole team)

• Group Account Directors• Manages the overall wellbeing of an account• Handles also the financials

• Account Director• In-charge with the day-to-day tasks & keeps track of financials• Oversees Senior Account Managers & Account Managers

• Senior Account Manager• Direct contact to the Account Director• Can handle more task within a single account

• Account Manager• Handles day-to-day activities for an a single account• Entry level position

Question 3:How are the creative briefs made?

“Creative Briefs are case-to-case basis”• Does the agency have a Strategic Planner? If not,

accounts group would also handle strategic planning.• Does the client provide a written or verbal creative brief?• Does the client prefer to the agency would formulate

their brief from meetings and conversations?

– The ideal process is way to get a communication or marketing brief from the client

– Collaborating with the Strategic Planning Team to come up with a creative brief

– Present the creative brief with the client

Question 3:How are the creative briefs made?

This is followed by a series of client…

• Presentations, revisions

• Presentations, revisions

• Presentations, revisions

… until everything is approved, then we proceed with the final art development, costing and lastly CE approval.

Question 4:How does an account manager interact or deal with the clients? (From establishing rapport to execution of the creative plan)

“There is no written or concrete style with interacting with clients”

“Different managers have different styles of handling an account.”

Question 5:What are the famous campaign you have done for the clients? What are the success indicators?

“Success indicators depend on the clients or campaign objectives…”