OMG Philippines strengthens leadership team with key appointments

Omnicom Media Group (OMG) Philippines has made strategic appointments to its leadership team, reinforcing its commitment to digital innovation and data-driven decision-making. Warren Armada (pictured, left) has been named as investment head, while Maita Consulta (pictured, right) will take on the role of head of data and analytics.

Armada, a returnee to OMG, will spearhead the company's media investment strategies, overseeing the planning, execution, and performance of media campaigns. His role will also focus on expanding the company' digital services and developing a new trading and accountability team. Armada's extensive experience spans digital and media strategy, business development, event activations, and marketing.

"Going back to OMG is like going back home," he said. "Working with the ever-evolving media as a touchpoint and understanding how it is consumed is like going into the familiar yet unknown—that is what excites me the most. With my new role as investment head, I hope to impart my previous experiences from different facets of marketing as we deliver efficiency, effectiveness, and sufficiency to our clients. A partner with one goal in mind, I aim to deliver what is best for our clients and my home agency, OMG."

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On the analytics front, Consulta joins OMG Philippines with expertise in communications strategy and media research and over three decades of experience across media agencies and the news and entertainment sectors. She will focus on ensuring that data-driven insights continue to inform and optimise the company's marketing strategies, while also serving as a trusted advisor to clients looking to enhance their media effectiveness through innovative research.

"I am thrilled to start a new chapter in my professional story as head of data and analytics at OMG Philippines," Consulta said. "What infinitely excites me is stewardship of a craft that plays a significant role in ushering marketing communications to new heights in both planning and accountability. On top of that, I am honoured to be leading a team of progressive talents who are passionate about figuring out innovations in this area ultimately to help OMG drive our clients' success."

Mary Buenaventura, president and CEO of OMG Philippines, expressed her enthusiasm about the new appointments, highlighting Armada and Consulta's leadership capabilities. "[Armada]'s deep understanding of our culture and [Consulta]'s sharp strategic lens will no doubt strengthen how we deliver value to our clients. More than anything, I look forward to their impact—not just in the work we do, but in how they'll help grow and inspire our teams. Their experience is a great addition to OMG's agency as a platform proposition, which we will continue optimising to deliver transformative growth for our clients and our business," she said.

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