Ramon Jimenez, Jr.

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Ramon Jimenez, Jr.
Secretary of the Philippine Department of Tourism
Assumed office
September 1, 2011
President Benigno Aquino III
Preceded by Alberto Lim
Personal details
Born (1955-07-14) July 14, 1955 (age 68)
Nationality Philippines
Spouse(s) Abby Jimenez
advertising executive
Relations Ramon T. Jimenez,
father,
prominent labor lawyer
Children Sassa Jimenez
fashion designer
Residence Makati, Philippines
Alma mater University of the Philippines College of Fine Arts
Occupation Tourism secretary
Profession Advertising
Religion Roman Catholic

Ramon Reyes Jimenez, Jr. (born July 14, 1955) sometimes known as Monet or Mon Jimenez, is a prominent advertising executive[1][2] and is notable for being the current Secretary of Tourism of the Philippines.[1][3][4][5] On September 1, 2011, President Benigno Aquino III picked him as his Tourism chief following the resignation of former Tourism secretary Alberto Lim.[6] Jimenez assisted with the advertising campaign of Aquino earlier.[4]

Background

Jimenez began his career at Saatchi & Saatchi in the creative department, and then formed a start-up boutique agency in the late 1990s called Jimenez & Partners[7] which, after several mergers, became known in 2011 as Publicis JimenezBasic.[8] He was the senior consultant and joint chief executive officer of WOO (Winning Over Obstacles) Consultants,[8][9][10] and help build JimenezBasic Advertising into the largest creative advertising agency in the country during his stint as joint CEO from 1989 to 2008 with his wife and advertising executive Abby Jimenez. His work at the agency has been closely associated with the rise of Philippine brands such as Jollibee, Selecta Ice Cream, Safeguard Soap, San Miguel Beer, Cebu Pacific and Ivory Soap, among others.[6]

Jimenez had also been the vice-president and executive creative director at Ace-Saatchi & Saatchi Advertising from 1988 to 1989, and also a consultant for marketing of the Ninoy and Cory Aquino Foundation. He has given numerous presentations at conferences on advertising-related topics[11] He was instrumental in helping his extended family write a private book on five generations of his family, entitled Generations: In Search of Family, which chronicled the Jimenez clan in the Philippines. The multi-generational book includes including his father Ramon T. Jimenez, a prominent labor lawyer,[12] and his daughter Sassa Jimenez, a fashion designer.[13] and his late uncle Nicanor Jimenez, who was a general in the Philippine resistance forces during World War II and later the Philippine ambassador to South Korea.[14][15]

Education

Jimenez studied at the University of the Philippines from elementary school to college. He majored in visual communications at the UP College of Fine Arts.

Tourism Secretary Jimenez, for his part, vowed to make Philippine tourism the “people’s business” and that the country with its picturesque destinations should be “as easy to sell as Chickenjoy”.

Speaking to Malacañang reporters in a press conference aired live on radio and television less than 24 hours after President Benigno Aquino III announced his appointment, Jimenez, an advertising executive, said he would “galvanize the DoT [Department of Tourism] into an honest to goodness selling unit whose “ultimate goal” would be “not only to improve statistics but also ensure that the endeavor would be fulfilling and profitable for Filipinos”.[16]

Tourism Secretary

He took over the helm of the Tourism Department from Alberto Lim who resigned on August 12, 2011. According to a report in Business Week Mindanao, as head of the tourism department after September 2011, an initial challenge for Jimenez was to come up with a catchy tagline to promote travel visits to the Philippines to compete with tourism campaigns for nations such as Brazil and India and Singapore.[8] Jimenez was quoted in the journal Manila Bulletin Publishing Corporation about his sense of advertising:

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The Philippines is its people. And its people are the Philippines.

— Ramon R. Jimenez Jr.[17]

References

  1. ↑ 1.0 1.1 Lua error in package.lua at line 80: module 'strict' not found.
  2. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  3. ↑ Tourism chief quits | The Manila Bulletin Newspaper Online
  4. ↑ 4.0 4.1 Lua error in package.lua at line 80: module 'strict' not found.
  5. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  6. ↑ 6.0 6.1 http://www.abs-cbnnews.com/nation/08/31/11/aquino-names-jimenez-new-dot-chief Aquino names Jimenez as new DOT chief
  7. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  8. ↑ 8.0 8.1 8.2 Lua error in package.lua at line 80: module 'strict' not found.
  9. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  10. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  11. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  12. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  13. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  14. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  15. ↑ Lua error in package.lua at line 80: module 'strict' not found.
  16. ↑ http://newsinfo.inquirer.net/51865/advertising-executive-jimenez-is-new-tourism-secretary Advertising executive Jimenez is new tourism secretary
  17. ↑ Lua error in package.lua at line 80: module 'strict' not found.
Preceded by Philippine Secretary of Tourism
2011 – Present		 Succeeded by
Incumbent
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