Globe Telecom’s AdSpark names new chief executive
ADSPARK, INC., Globe Telecom’s digital advertising subsidiary, has appointed seasoned marketing communications executive Onat Roldan as the company’s new president and chief executive officer effective Aug. 6, 2018. Onat, as he is fondly called in the digital media world, brings with him 25 years of experience as he takes the helm of AdSpark.
“Digital advertising in the Philippines has gone really huge, and my role now at AdSpark is how to harness the creativity of the talent we have, maximize our potential to be able to open up more opportunities, and make us understand more what the market and the consumers really want. I certainly look forward to working with the AdSpark team and together, we will face the challenge of making AdSpark a true powerhouse in the digital advertising sphere in the Philippines,” he said.
After graduating with an AB Interdisciplinary Studies degree at the Ateneo de Manila University, Mr. Roldan plunged immediately to work, starting as a copywriter for Great Wall Advertising. He remained in the creatives field, climbing the ranks and gaining experience with respected companies such as DDB, McCann, and Well. He then set up his own design and activation firm through which he learned other aspects of business like account management and financials. BBDO then called him up at the time it was setting up Proximity, a digital agency, so his career pivoted from creatives to management. From there he helped set up Proximity, then moved to J. Walter Thompson to set up its non-traditional business unit like activation, digital and PR. After JWT he was able to bring the same achievements to Ace Saatchi and Saatchi. His next move was to Cheil Philippines, whom he helped build presence, then finally to Y&R Philippines, where he was tasked to lead its digital transformation.
AdSpark has been Globe’s Digital Media Agency since 2016 even as it continues to serve external clients such as Vivo and Hyundai. It has received industry acclaim, winning Philippine Association of National Advertisers and Philippine Quill awards. It has grown its capabilities to include content, creatives and digital media buying to its growing portfolio.