AdSpark Inc, Globe Telecom’s
digital advertising subsidiary, has appointed seasoned marketing communications
executive Onat Roldan as the company’s new President and Chief Executive
Officer effective August 6, 2018.
Onat, as he is fondly called
in the digital media world, brings with him 25 years of experience as he takes
the helm of AdSpark.
“Digital advertising in the
Philippines has gone really huge, and my role now at AdSpark is how to harness
the creativity of the talent we have, maximize our potential to be able to open
up more opportunities, and make us understand more what the market and the
consumers really want. I certainly look forward to working with the AdSpark
team and together, we will face the challenge of making AdSpark a true
powerhouse in the digital advertising sphere in the Philippines,” he said.
After graduating with an AB
Interdisciplinary Studies degree at the Ateneo de Manila University, Onat
plunged immediately to work, starting as a Copywriter for Great Wall
Advertising, handling a diverse range of brands. He remained in the creatives
field, climbing the ranks and gaining experience with respected companies such
as DDB, McCann, and Well. He then set up his own Design and Activation firm
where he learned other aspects of the business like Account Management and
Financials as an entrepreneur.
BBDO then called him up at
the time they were setting up Proximity, a digital agency, so his career
pivoted from Creatives to Management. From there he helped set up Proximity
then moved to J. Walter Thompson to set up their non-traditional business unit
like Activation, Digital and PR. After JWT he was able to bring the same
achievements to Ace Saatchi and Saatchi. His next move was to Cheil Philippines
whom he helped build their presence, then finally to Y&R Philippines, where
he was tasked to lead Y&R’s digital transformation.
AdSpark has been Globe
Telecom’s Digital Media Agency since 2016 even as it continues to serve
external clients such as Vivo and Hyundai. It has received industry acclaim by winning
the Philippine Association of National Advertisers and Philippine Quill awards.
Mostly known for bringing
Globe products for marketing solutions such as SMS Advertising, AdSpark has
grown its capabilities to include content, creatives and digital media buying
to its growing portfolio.
“From our company origins as
an AdTech vendor, AdSpark has grown into a full-service digital agency. Onat’s
extensive expertise in the advertising field will further grow our agency
services as well as solidify AdSpark’s position as a major player in the
marketing communications industry,” said Glenn Estrella, outgoing President and
CEO of AdSpark. Estrella remains as a
member of the AdSpark board and is currently serving as the Vice President of
Globe Digital Ventures.
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