Ogilvy Manila hires Chino Jayme as ECD and Eileen Borromeo as Strategy Director
Ogilvy Philippines CEO Elly Puyat has announced the appointment of Chino Jayme to the position of the Executive Creative Director (ECD) and Eileen Borromeo to Strategy Director.
“We are excited to welcome Chino, a well-respected and multi-awarded creative leader, and to welcome Eileen who we have always admired for her experience and capability back to Ogilvy. The most successful campaigns that were both creative and effective in achieving clients’ business objectives are always founded on sound thinking that can result in game-changing creative executions,” said Elly Puyat.
Veterans Jayme (pictured left) and Borromeo (pictured right) perfectly complement Ogilvy’s growing team of discipline experts across Advertising, Experience, PR & Influence, Health and Consulting.
As ECD, Jayme will push the creative agenda for all of Ogilvy’s disciplines and will look after the creative output of the Agency’s largest client business.
Jayme joins Ogilvy after 10 years with TBWA\Santiago Mangada Puno, where he was Creative Director and Cluster Head, and during which time he was twice ranked #3 Creative Director in the Philippines (2018, 2016) and Copywriter of the Year (2016) by Adobo Magazine.
Jayme’s campaigns have brought home metals from Cannes Lions, D&AD, The One Show, New York Festivals, CLIO Awards, Webbys, Spikes, Adfest, Ad Stars, Kidlat, Adobo Design Awards, and Tambuli.
At TBWA, he was best known for the HANA Water Billboard which took home a Bronze Cannes Lion, a D&AD Wood Pencil, a Grand Clio for Out Home and a Silver and two Bronze Pencils in The One Show; the multi-awarded “Correcting History” campaign against the rewriting of Philippine history textbooks; KBP’s “Love thy Neighbor” campaign, and campaigns for Bench, Nissan and Oishi.
Jayme’s creative journey includes assignments with MRM; McCann WorldGroup where he worked on brands such as Coca-Cola, Nestle and BPI; and LOWE Inc. He has served as a member of the Board of Judges at creative competitions, most recently for the 2022 Young Spikes PH, 2019 LIA Creative Competition and the IMMAP Young Creatives Competition that same year as well as Ad Stars and Kidlat.
It is a homecoming of sorts for Borromeo as she comes full circle, re-joining Ogilvy, her first agency, this time as Strategy Director. Described to be culturally sensitive, highly adaptive and grassroots in her approach to learning and problem-solving, Borromeo will help lead the Ogilvy Strategy team in pushing modern non-linear strategic solutions anchored on business, brand and culture that result in creative and effective campaigns. In partnership with the Agency’s Managing Director for Health, she will give special attention to the Agency’s growing number of Health clients.
Borromeo comes back to Ogilvy from Management positions at Kroma Entertainment, app-based pet health and wellness service Life by Petto, and a two-year run as Head of Marketing for South East Asia and Pakistan for Payoneer, an award-winning global payments platform that helps entrepreneurs and businesses all over the world pay and get paid.
She is an experienced, accomplished and multi-awarded Strategist who was ranked the #1 Planner in 2019 by Adobo Magazine. Borromeo was Planning Director at McCann Worldgroup for five years, helping manage the agency’s largest business unit and contributing to McCann’s winning the most awarded Philippines agency at the Cannes Lions in 2017. Previous to her post with McCann Worldgroup, she held senior strategy roles with Harrison Communications, BBDO Guerrero and with the Singapore-based Bartle Bogle Hegarty Pte Ltd. (BBH Asia Pacific) where she helped expand and grow Unilever’s business in South East Asia through new launches for Vaseline and Surf.
During her early Agency years as Strategic Planner with Ogilvy Manila and then Ogilvy Singapore, Borromeo built her skills as a strategist working on Kimberly Clark and Nestlé.