McCann Philippines names new CEO and COO as in-house leaders take the helm

McCann Philippines is entering a new leadership phase, appointing long-time executives Mitzie Lim-Nacianceno as CEO and Bambi Reyes as COO, effective 1 May.

The move signals a deliberate continuity strategy, with chairman Raul Castro emphasising the agency’s preference for building leadership from within rather than importing external talent. Both Lim-Nacianceno (pictured, left) and Reyes (pictured, right) have spent years rising through the ranks, shaping client relationships, creative output and operational systems along the way.

“McCann has always been about the long game – in the work we do for clients and in how we build the agency from within. Mitzie and Bambi didn’t just rise through the ranks, but they have also helped define what those ranks mean. I have full confidence that under their leadership, McCann Philippines will not just sustain what we’ve built, but it will also build something even greater,“ said Castro.

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For Lim-Nacianceno, the CEO role formalises a leadership style already embedded in the agency’s client model. Previously serving as managing partner and director of client and business leadership, she has focused on turning key accounts into long-term partnerships, while steering McCann’s shift towards integrated, multi-channel campaigns.

“I didn’t just grow up in this agency – this agency shaped how I think about brands, about people, and about what great work actually means. What changes now is the speed and scale at which we can act on it. We have the right clients, the right people, and now the right structure to do the most meaningful work of McCann’s history. That’s not a boast, it’s an obligation,” she said.

Reyes, meanwhile, takes on the COO role after building one of the agency’s more forward-looking specialist units. Her remit has included scaling revenue, expanding regional work across Asia-Pacific and developing operational systems designed to balance efficiency with creative output.

“The best operations don’t feel like operations, they feel like momentum. When teams have the clarity and the room to do their best work, the results follow. My job is to make sure nothing stands between our people and that,” said Reyes.

Founded in 1963, McCann Philippines has played a sustained role in shaping the country’s advertising landscape, with early clients including Coca-Cola, Del Monte and Nestlé Espresso. Over the decades, it has delivered notable campaigns, from San Miguel’s “Iba ang may pinagsamahan” to Sprite’s “Magpakatotoo ka” and Globe’s Handyphone work.

More recently, campaigns such as “Kwentong Jollibee” have demonstrated the agency’s continued ability to connect emotionally at scale.

This creative track record has been matched by long-standing client relationships spanning brands such as Nestlé, San Miguel Brewery, Coca-Cola, Globe Telecom, Jollibee, BPI, Philippine Airlines and Unilever.

Under its new leadership, McCann Philippines is not repositioning away from its core proposition but reinforcing it. Brand building remains central, now structured through its “Truth to impact” framework, which links creative output directly to business performance.

At the same time, the agency is accelerating a broader transformation from digital capability to a digital-first operating model. This shift reflects a growing industry demand for always-on, platform-native content and integrated brand experiences that can respond in real time.

Castro remains in his role as chairman, positioning the leadership change as an evolution rather than a departure.

“The industry is changing faster than it ever has, and that’s exactly why this moment matters. Mitzie and Bambi understand where things are going, not just for McCann, but also for the brands we serve. I am genuinely excited about what the next 10 years look like with them at the helm,” he said.

Join us on 21 May 2026 at Content360 Philippines and be part of the honest, hard-hitting conversations redefining content effectiveness in an AI-shaped, zero-click world!

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