Ramon Jimenez Jr.
Ramon Jimenez Jr. | |
|---|---|
 | |
| Secretary of Tourism | |
| In office September 1, 2011 – June 30, 2016 | |
| President | Benigno Aquino III |
| Preceded by | Alberto Lim |
| Succeeded by | Wanda Corazon Teo |
| Personal details | |
| Born | Ramon Reyes Jimenez Jr. July 14, 1955 Manila,Philippines |
| Died | April 27, 2020(aged 64) Tagaytay,Cavite |
| Spouse | Abby Jimenez |
| Children | Sassa Jimenez |
| Parent | Ramon T. Jimenez |
| Residence(s) | Makati, Philippines |
| Alma mater | University of the Philippines College of Fine Arts |
| Occupation | Tourism secretary |
| Profession | Advertising |
Ramon Reyes Jimenez Jr.(July 14, 1955 – April 27, 2020) sometimes known asMonetorMon Jimenez,was aFilipinoadvertising executive[1][2]who previously served in theCabinet of the PhilippinesasSecretary of Tourismfrom 2011 to 2016 during the presidency ofBenigno Aquino III.[1][3][4][5]He was appointed as the country's tourism chief following the resignation ofAlberto Lim,[6]and during his six-year tenure, tourist arrivals and revenues had almost doubled, and the Philippines improved 20 places in a tourism competitive index among nations.[7]Jimenez assisted with theadvertising campaignof Aquino earlier.[4]
Education
[edit]Jimenez studied at theUniversity of the Philippines Dilimanfrom elementary school to college. He majored in visual communications at theUP College of Fine Arts.[8]
Career
[edit]Advertising
[edit]Jimenez began his career atSaatchi & Saatchiin the creative department, and then formed a start-up boutique agency in the late 1990s called Jimenez & Partners[9]which, after several mergers, became known in 2011 as Publicis JimenezBasic.[10]He was the senior consultant and joint chief executive officer of WOO (Winning Over Obstacles) Consultants,[10][11][12]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 executiveAbby Jimenez.His work at the agency has been closely associated with the rise of Philippine brands such asJollibee,Selecta Ice Cream,Safeguard Soap,San Miguel Beer,Cebu PacificandIvory 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 theNinoyandCorazon AquinoFoundation. He has given numerous presentations at conferences on advertising-related topics.[13]He was instrumental in helping his extended family write a private book on five generations of his family, entitledGenerations: In Search of Family,which chronicled the Jimenez clan in the Philippines. The multi-generational book includes his fatherRamon T. Jimenez,a prominent labor lawyer,[14]and his daughterSassa Jimenez,a fashion designer.[15]and his late uncle Nicanor Jimenez, who was a general in the Philippine resistance forces duringWorld War IIand later the Philippine ambassador to South Korea.[16][17]
Tourism Secretary
[edit]He took over the helm of the Tourism Department fromAlberto Limwho resigned on August 12, 2011. 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”. He vowed to make Philippine tourism the “people’s business” and that the country with its picturesque destinations should be “as easy to sell asChickenjoy”.[18]According to a report inBusiness Week Mindanao,as head of thetourism departmentafter 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.[10]
Death
[edit]Jimenez died on April 27, 2020, at the age of 64, according to a statement released by Department of Tourism SecretaryBernadette Romulo-Puyat.[19][20]
References
[edit]- ^abKathrina Alvarez-- Sunnex (August 13, 2011)."Tourism Secretary resigns".Sun Star.RetrievedAugust 13,2011.
...advertising executive Ramon Jimenez...
- ^"Creative Guild Summit: Sun, Sand, Summit".adobo magazine. August 13, 2011.RetrievedAugust 13,2011.
Cid lives for brainstorming sessions with peers like... Mon Jimenez. He attests, "I learned so much from them. Those are priceless sessions."
- ^Tourism chief quits | The Manila Bulletin Newspaper Online
- ^abAurea Calica (August 14, 2011)."P-Noy still looking for next DOT chief".Philippine Star.RetrievedAugust 13,2011.
... The name of Ramon Jimenez, an alumnus of the University of the Philippines' College of Fine Arts and founder of an award-winning advertising firm, was immediately floated as Lim's resignation was confirmed....
- ^Bobit S. Avila (August 13, 2011)."A first and last interview with Sec. Alberto Lim".Philippine Star.RetrievedAugust 13,2011.
... ABS-CBN's ANC reported that Secretary Lim had resigned and would be replaced by Mon Jimenez.
- ^abCheng, Willard."Aquino names Jimenez as new DOT chief".ABS-CBN News.
- ^Cesar V. Puirisma, Inquirer, May 1, 2020,A promise to keep dreaming better,Retrieved May 2, 2020, "... his tenure, tourist arrivals and revenues had almost doubled, with the Philippines improving 20 places in the WEF Travel and Tourism Competitiveness Index..."
- ^Talavera, Catherine (April 28, 2020)."Former tourism chief Jimenez, 64".PhilStar.
- ^Rogeanne Maica Ylagan (February 21, 2011)."Mass Communication student bags first runner up in AdSpeak Student Advertising Congress".Saint Scholastica's College.RetrievedAugust 13,2011.
... Jimenez HN Basic Founder Mon Jimenez shared their knowledge on advertising...
- ^abcAbraham V. Llera (August 13, 2011)."Who's replacing Lim at DOT?".Business Week Mindanao.RetrievedAugust 13,2011.
... while other countries have their catchy taglines which keep them top of the mind among tourists, the Philippines (*gasp) is still struggling to develop one....
- ^"Back in the game".adobo magazine. August 13, 2011. Archived fromthe originalon March 16, 2012.RetrievedAugust 13,2011.
Mon and Abby Jimenez have opened WOO Consultants...Through a series of mergers, the proudly local shop ultimately become Publicis JimenezBasic....
- ^"'Make PR Work for Your Business' Seminar Slated ".ClickTheCity.com. April 7, 2010.RetrievedAugust 13,2011.
... Mon Jimenez, founder and head of WOO Advertising. Mr. Jimenez has built a stellar career in advertising and marketing.
- ^"Catch Minyong Ordonez tonight at Creative Guild's RAW SCHOOL".adobo magazine.RetrievedAugust 13,2011.
(conference:) What Young Creatives Should Always Know by Ramon Jimenez
- ^Alfred A. Yuson (October 29, 2001)."In the bosom of family".Philippine Star.RetrievedAugust 13,2011.
- ^Lorra Elena Angbue-Te (October 16, 2008)."Young designer shows her stuff".Philippine Inquirer.Archived fromthe originalon August 31, 2012.RetrievedDecember 30,2010.
Twenty-one-year-old Sassa Jimenez,.. Her parents, Mon and Abby Jimenez of JimenezBasic,...
- ^Marichu Villanueva (July 11, 2010)."FVR to attend 60th anniversary of PEFTOK landing in Korea".Philippine Star.RetrievedAugust 13,2011.
late Col. Nicanor Jimenez, who later became Philippine ambassador to South Korea.
- ^Ricky Lo (September 29, 2003)."The intriguing world of Inday Badiday".Philippine Star.RetrievedAugust 13,2011.
late Philippine Ambassador (to Korea) Col. Nicanor Jimenez
- ^"Advertising executive Jimenez is new tourism secretary".Inquirer.net.September 2, 2011.
- ^"Former Tourism Secretary Ramon Jimenez dies at 64".CNN Philippines.April 27, 2020. Archived fromthe originalon May 2, 2020.RetrievedApril 27,2020.
- ^Noreen Jazul (April 27, 2020)."Former DOT Secretary Ramon Jimenez dies, 64".Manila Bulletin.RetrievedApril 27,2020.
External links
[edit]- It won’t be fun without Monby Alya B. Honasan
