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BBDO re-thinks Japan operation as ‘It’s more fun in the Philippines’ strategist Tony Harris appointed to lead new agency brand

Tony HarrisTony Harris, one of the architects of BBDO Guerrero’s award-winning tourism campaign ‘It’s more fun in the Philippines’, has landed a new role for the network in Japan.

Harris has been appointed CEO of a newly created agency brand as the network splits its Japanese operations into three.

I&S BBDO will now focus more on domestic clients, BBDO J West on business located in the west of the country and new entity BBDO Japan will handle international clients, Japanese clients with overseas ambitions and house direct and digital arm Proximity.

Harris will report to Kazutoyo Kato, president of the I&S BBDO Group and Chris Thomas, who recently landed a new role as CEO of the Americas.

Replacing him in his role in Manila is Francine Kahn-Gonzalez, currently MD.

Kato said: “We are always looking at new ways to enhance our client offering and we are very deliberately setting out to create a variety of working models for our clients that will more usefully reflect their requirements in this rapidly changing marketing landscape. BBDO Japan will present an agile and forward-facing structure for our clients.”

The Brit moved to the Philippines to join BBDO Guerrero as CEO four years ago from planning-led London agency RKCR/Y&R.

Among his biggest achievements in that time is a campaign that has proved to be one of the most awarded in Asia for effectiveness. The ‘It’s more fun in the Philippines’ campaign, the thinking behind which Harris explained in an interview with Mumbrella in 2013, won at the APPIES, Cannes, Spikes and Warc among others.

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