BIZ BUZZ: Globe gets new brand builder

One of the world’s strongest telco brands is set to get a new brand builder.

Globe Telecom Inc. has appointed Carlo Jimenez as vice president for marketing and head of masterbrand, tapping his more than two decades of experience in shaping brands through the advertising industry.

In his new position, Jimenez “will be leading Globe’s masterbrand direction, driving consistent brand equity, and ensuring that Globe and its portfolio of brands continue to play a meaningful, impactful role in the daily lives of Filipinos.”

Before joining Globe, Jimenez spent 22 years at Publicis JimenezBasic, 12 of those as its chief strategy officer.

His career in advertising began in 2002 as a copywriting intern at Basic Advertising.

Over the years, he helped shape campaigns for some of the country’s biggest companies, including United Laboratories, Jollibee Foods Corp., Monde Nissin and Splash. He also worked on regional brands such as Mondelez, Unilever and L’Oréal.