Meet the CEOs: Havas Ortega's Jos Ortega

Jos Ortega (pictured) didn’t stumble into leadership; it was forged from the earliest days of his career. He turned down the predictability of banking for the unpredictability of advertising, drawn by the promise that no two days would ever be the same.

That choice set him on a path shaped by mentors, forged in discipline, and defined by a belief that true leadership is quiet architecture: designing the space for others to thrive. Today, as chairman and CEO of Havas Ortega, he brings those lessons to bear in steering an agency that embraces collaboration across disciplines and places culture at the heart of its work.

MARKETING-INTERACTIVE: What was your first job?

My first job was as an account manager at SSC&B:Lintas, now MullenLowe Treyna. Back then, the title meant more than just being the client’s point of contact. We were the brand owners inside the agency. We shaped strategy. We guided the creative. We even stayed close to media. It was less a position and more a crash course in leadership.

MARKETING-INTERACTIVE: What was your first role in advertising?

My first role was handling Unilever brands in soaps, personal care, and detergents. As a newcomer, the role meant doing whatever it took to keep the work moving. Beyond the glamour of brand launches, TV appearances, and industry events, if I had to drive to clients to hand-deliver artwork for clearance, I did. If I had to stay overnight with the print production team to proofread every stage, I did.

Advertising was total immersion, the kind of training ground that shapes not just careers, but character.

MARKETING-INTERACTIVE: What was your first impression of advertising?

I was choosing between offers from a bank and an ad agency. Wally Reyes, the COO of Lintas, told me, “If you want to do the predictable, join a bank. If you want to do something different every day, get into advertising.” That sealed it.

Advertising was a demanding job, especially for newcomers. Long hours were the norm, and working until 2 a.m. wasn’t unusual. The real challenge was convincing my parents that I was actually working. Of course, smelling like beer at times did not help my case. But those late nights were part of the job and part of the learning. Every hour in the agency deepened my understanding of the work, the people, and the culture.

MARKETING-INTERACTIVE: Who was the mentor who influenced you the most, and how?

I’ve been fortunate to have many mentors.

Francis Trillana was one of the first. When I met him, he was the CEO and joint venture partner at SSC&B:Lintas. I had heard how he had been the general manager at McCann-Erickson before leaving to build something of his own. That was inspiring. It proved that careers are not only about climbing ladders, but also about building new paths where none existed before. It made me want to create my own agency one day.

Wally Reyes instilled the power of relationships inside the agency. He believed you should know everyone - from the CEO and creative directors to production, finance, admin, and even the janitors and drivers. Culture is created in the hallways, not just the boardroom.

Eleanor Modesto, my first management supervisor, later became CEO of Lintas Indonesia, the country’s #1 ad agency. She taught me the value of client relationships, and how trust is as important as talent.

Ramon Olbés encouraged me to embrace bold visions and take calculated risks that could redefine the game. He showed me that leadership and creativity find their edge when you step confidently into uncharted territory.

And Rene Olbés showed me that creativity lives in discipline, not chaos. Even amid the frenzy of the agency, he was deliberate and precise in his approach to design. Ideas may strike in an instant, but they only gain real power when honed with craft, structure, and intention.

MARKETING-INTERACTIVE: What’s the harshest criticism you’ve received, and how did you cope with it?

“You’re too nice to be a leader.”

At first, I took it as a compliment, until I realised it was a call to strengthen my edge. I developed sharper boundaries and made decisive calls while keeping kindness intact.

Lead with heart. Decide with edge.

MARKETING-INTERACTIVE: Describe your own management style now as a leader

Two powerful influences shape how I lead.

First, Africa. They say Africa changes you, and it did. Watching lions in the savannah, I learned that true leadership is about presence and instinct. Lions do not waste energy, but when they move, they move with purpose. They protect their pride, nurture their young, and act decisively when the moment calls. I try to lead in the same way: intentional, protective of culture, and clear in action when it matters most.

Second, my wife’s grandfather, Brigadier General Vicente Lim, a Filipino hero of World War II and the first Filipino to graduate from West Point. He once said, “I sincerely give the credit to my officers and enlisted men. They are the ones who did it all. Mine is only to inspire and to lead them.” That line has never left me.

At Havas Ortega, these lessons come to life.

My role is to create a space where people can do their best work, where creativity flows across strategy, media, creative, data, and tech - a collaborative ecosystem that allows the team to lead while I support, protect, and guide. For me, leadership is also about direction, making sure the work we do not only solves problems but also makes a meaningful difference.

True leadership is quiet architecture. You design the space, then let others fill it with their brilliance.

MARKETING-INTERACTIVE: What’s one thing you wished employees understood about being a leader?

Leadership means carrying tomorrow before anyone else can see it. It is the weight of vision, the strain of choices that define culture, and the quiet discipline of turning possibility into reality.

The one thing I wish people understood is this: Leaders don’t just manage today. They forge the future.

MARKETING-INTERACTIVE: What do you do during your free time?

Sleep is a luxury I treasure on weekends.

I read to satisfy my endless curiosity, from books and articles to stories that expand perspectives beyond marketing.

I also dive into videos: documentaries, interviews, sports, action movies, and romantic comedies - anything that feeds my perspective.

I stay attuned with Africa through a live webcam at the Ol Donyo camp watering hole in Kenya, where I can watch elephants, zebras, giraffes, oryxes, elands, and sometimes One Ton, the elephant bull with the longest tusk in the world today.

I try to walk every morning for my health and to clear my head.

MARKETING-INTERACTIVE: Where do you find your inspiration?

Travel resets me. Conversations with people from other worlds and stories from history, politics, psychology, and music show me how others think, feel, and move. These spark ideas I could never reach alone. The edges hold the unexpected. The centre is already claimed.

MARKETING-INTERACTIVE: If not in advertising, where would you be?

I’d probably be a serial startup investor. I’ve always loved ideas, but what excites me most is seeing them grow, especially in the hands of people I trust and believe in. Ideas are abundant; execution is rare. Supporting founders with courage, clarity, and character lets you transform possibilities into impact.

MARKETING-INTERACTIVE: What advice do you have for someone looking to start a career in the industry?

Curiosity opens doors; courage makes you walk through them.

MARKETING-INTERACTIVE: What issue would you like to see the industry change in 2025?

Culture is the brief. Too much of our industry still follows culture when we can lead it, and lead it with meaning.

At Havas Ortega, we focus on creating a meaningful difference for brands, people, and culture. The work we do can shift conversations, influence values, and shape how people live and connect.

We need to make the work that makes the world.

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