Publicis JimenezBasic Philippines names new general manager

Publicis JimenezBasic Philippines has appointed Golda Roldan as its new general manager, effective immediately.

In the role, Roldan will oversee the agency's business operations, growth strategy, talent development and client partnerships as Publicis JimenezBasic continues its transformation into an integrated agency combining creativity, data, technology and strategic capabilities.

According to the agency, the appointment reflects its continued investment in strengthening its leadership team as it expands its integrated offering, bringing together creativity, media, data, technology and strategy to address increasingly complex business challenges for clients.

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Roldan joins the agency from VML Philippines, where she most recently served as CEO. Prior to that, she was CEO of Wunderman Thompson Philippines and held roles at Leo Burnett Manila, JWT Philippines and TBWA/Santiago Mangada Puno. She brings nearly three decades of experience spanning agency leadership, business transformation and marketing.

Throughout her career, Roldan has led initiatives focused on innovation, organisational transformation and talent development, while helping businesses navigate change and drive long-term growth. She is also recognised for her contributions to the Philippine advertising industry, particularly in advancing leadership, governance and creative excellence.

"At Publicis Groupe, we believe our greatest competitive advantage is our people. Roldan's appointment reflects our continued investment in world-class leadership that will shape the future of our agencies and create lasting value for our clients," said Raymond Arrastia, chairman of Publicis Groupe Philippines.

He added, "As the industry continues to evolve, her leadership, perspective, and ability to drive growth will be invaluable as we continue to strengthen Publicis JimenezBasic and accelerate our ambitions for the years ahead."

In tandem, Tats Cruz, chief creative agencies officer of Publicis Groupe Philippines said, "Roldan brings the kind of leadership that aligns strongly with where we're taking Publicis JimenezBasic. As we continue to transform the agency and deepen the way we connect creativity, data, technology, and strategy, her experience in building strong teams and driving growth will help unlock new opportunities for both our people and our clients."

Roldan said she was drawn to Publicis JimenezBasic by its ambition to continuously evolve and its belief that transformation is driven by the combination of creative excellence, technology, data and talent.

"The agency has a strong legacy and an equally exciting future. I'm honored to join the PJB team, and excited to partner with new clients and brands, as well as those I've had the privilege of working with through the years. Together, we will live out the Groupe's purpose of creating a meaningful difference. This is a chance to help shape what comes next," she added. 

The appointment comes months after Publicis JimenezBasic Philippines strengthened its leadership team with the hire of Maan Bautista as executive creative director.

Bautista, who joined the agency earlier this year, oversees its creative direction and brings more than two decades of industry experience spanning FMCG, telecommunications, finance, the public sector and advocacy. At the time, the agency said the appointment was aimed at deepening its integrated and insight-led creative capabilities across the Philippine market.

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