Editorial and Communication Services Director at Ogilvy Public Relations Worldwide
Philippines
- Current
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- Editorial and Communication Services Director at Ogilvy Public Relations Worldwide
- Past
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- Editorial Consultant at Ogilvy Public Relations Worldwide
- Editorial Director/Communication Manager at Best of Cities Publishing
- Communication Officer at San Miguel Corporation
- Communication Officer at Haribon Foundation for the Conservation of Natural Resources
- Managing Editor at Asian Media Trends
- Program Manager for Public Information at Asian Centre for Women’s Human Rights
- Staffwriter at Sunday Times Magazine (Manila Times)
- Editorial Researcher/Writer at Philippine Peasant Institute
- Associate at Orendain & Associates
- Education
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- University of the Philippines
- Recommended
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- Industry
- Public Relations and Communications
- Websites
Lu-Ann Fuentes’s Summary
As Editorial and Communication Services Director at Ogilvy Public Relations, Lu-Ann develops communication strategies to drive design of information/media campaigns that achieve client objectives.
She has been providing editorial services (involving marketing support, account management , internal and external communication) for two decades—spanning different environments from corporate affairs to advocacy/non-profit, from journalism and media production to public relations work.
Before joining Ogilvy, her last two professional engagements were: as Editorial Director generating print and online content for a U.S.-based publishing company, and as Corporate Communication Officer at San Miguel Corporation, the largest publicly listed food, beverage and packaging company in the Philippines. For the latter, she logged in seven years of providing publicity support and account servicing for SMC’s various business units—San Miguel Beer, San Miguel Purefoods Corporation, San Miguel Packaging Products, and Ginebra San Miguel, Inc. This included producing SMC’s monthly corporate publication (which won three Anvil Awards of Excellence during her term as editor-in-chief) as a group-wide communication tool, extending the reach of corporate and brand image-building.
She holds a Bachelor of Arts in Communication, major in Journalism, from the University of the Philippines, Diliman.
Lu-Ann Fuentes’s Specialties:
Editorial direction/services: print and online content management, public relations, corporate communication
Lu-Ann Fuentes’s Experience
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Editorial and Communication Services Director
Ogilvy Public Relations Worldwide
(Public Company; WPPGY; Public Relations and Communications industry)
September 2009 — Present (4 months)
Develops media strategy/action plans to drive design of campaigns that will lead to story placements that achieve client objectives;
Identifies story angles in existing programs and paves the way for pitching those angles;
Divides time approximately equally among the editing of publicity materials, development of media strategy, and pitching and pursuit of new business;
Provides leadership and counsel to media relations staff, supervises those having their on-the-job training and directs their efforts for assigned accounts;
Oversees the development of messages and writing of press materials for assigned accounts;
Lends particular skills, capabilities or knowledge to assist other senior managers in problem solving on behalf of clients, teams or general management of the office;
Develops and/or participates in training programs for account staff about editorial services and media relations, takes advantage of “teachable” moments that arise on a daily basis to impart knowledge about editorial services and media relations;
Helps the firm to develop a positive image in the business community and other communities -
Editorial Consultant
Ogilvy Public Relations Worldwide
(Public Company; WPPGY; Public Relations and Communications industry)
May 2009 — August 2009 (4 months)
Reported directly to the Ogilvy Public Relations Worldwide/Manila Editorial Services and Media Relations Director for:
Supervising corporate-magazine production, content development, editing, layout supervision and coordination based on client-approved proposals;
Developing news and feature articles for various clients;
Attending client meetings, story conferences, agency internals related to these assignments -
Editorial Director/Communication Manager
Best of Cities Publishing
(Public Relations and Communications industry)
June 2007 — April 2009 (1 year 11 months)
Generated editorial content for both Best of Philippine Islands and Best of I.E. magazines (distributed across Southern California) as well as helped develop the editorial policies that met the needs and interests of publisher, advertisers and readers;
Planned the long-range editorial content and direction of the magazines in consultation with the publisher and design director;
Selected topics, authors, articles, columns/sections for all Best of Cities Publishing magazines;
Worked with authors to develop articles from original ideas to completed articles and provided substantive editing of all articles;
Ensured that content contributors conformed to publication style, deadlines and production requirements;
Wrote and edited copy for the magazines and their corresponding websites -
Communication Officer
San Miguel Corporation
(Public Company; 10,001 or more employees; SMC; Food & Beverages industry)
November 2000 — June 2007 (6 years 8 months)
Coordinated with the editors, writers, designer-artists of Corporate Affairs Office (CAO), as well as the correspondents from the various business units and facilities, suppliers, and resource people to produce Kaunlaran (SMC’s publication for its employees and friends) every month and various publicity requirements of assigned projects/accounts;
Organized annual skills workshop, and served as a “dean” of CAO’s communication workshop series for the staff of SMC plant’s newsletters (nationwide) to enhance their capabilities (and widen the pool) of Kaunlaran correspondents;
Provided publicity support which involved packaging information (for internal and occasional media release) and speechwriting services (part of account servicing);
Collaborated with SMC’s webmaster and video-news program producer to generate and manage content for the group-wide communication tools to extend the reach of (corporate and brand) image-building information -
Communication Officer
Haribon Foundation for the Conservation of Natural Resources
(Non-Profit; 201-500 employees; Non-Profit Organization Management industry)
September 1999 — October 2000 (1 year 2 months)
Founding editor of Haring Ibon (Haribon Foundation’s magazine for its members and network), continued to package it until 2005 (even after formally exiting the organization in 2000);
Edited the organization’s project reports, books, and information campaign materials;
Produced handbooks, bulletins, and AVP scripts meant for Haribon’s members, as well as articles on Haribon’s biodiversity conservation work for the mainstream media as part of a constant awareness-raising environmental campaign -
Managing Editor
Asian Media Trends
(Privately Held; 51-200 employees; Publishing industry)
July 1998 — August 1999 (1 year 2 months)
Managed the editorial process/requirements, and staff, of Lifeline (the company’s subscription-magazine product)
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Program Manager for Public Information
Asian Centre for Women’s Human Rights
(Non-Profit; 51-200 employees; Non-Profit Organization Management industry)
March 1996 — June 1998 (2 years 4 months)
Managed secretariat work—from pre-workshop correspondence and brochures to post-workshop published speeches/reports—of women’s rights workshops held in Manila, Bali, Tokyo, Jakarta, and Phnom Penh
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Staffwriter
Sunday Times Magazine (Manila Times)
(Privately Held; 1001-5000 employees; Newspapers industry)
September 1994 — February 1996 (1 year 6 months)
Produced a broad range of feature articles which honed discernment of appropriate tone and format, such as: behind-the-scenes, business, list, how-to, as-told-to, forum, round up, true-life drama, personal essay, self-help, inspirational narrative, photo essay, sports, event coverage, travel, profile, question-and-answer, and more
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Editorial Researcher/Writer
Philippine Peasant Institute
(Non-Profit; 51-200 employees; Non-Profit Organization Management industry)
March 1992 — August 1994 (2 years 6 months)
Conducted field interviews and formatted surfacing agrarian issues into articles for the organization’s newsletter, and into reports for monographs intended for policy lobbying
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Associate
Orendain & Associates
(Privately Held; 11-50 employees; Public Relations and Communications industry)
February 1990 — February 1992 (2 years 1 month)
Provided communication consultancy and PR services (campaign strategy, information packaging, writing) to various accounts ranging from corporate to pro-bono/advocacy
Lu-Ann Fuentes’s Education
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University of the Philippines
B.A. , Communication (Journalism major) , 1987 — 1992
Was a UP Philippine Collegian features-section staffer from my freshman year, editor from my sophomore year up until graduation--complementing my Journalism Major, B.A. Comm degree
- Activities and Societies:
- UP Philippine Collegian (campus organ), UP Cineaste (film club)
Additional Information
Lu-Ann Fuentes’s Websites:
Lu-Ann Fuentes’s Interests:
publications, editorial services, corporate communications, travel writing, travel literature, diving, trekking, backpack travel
Lu-Ann Fuentes’s Groups:
Wild Bird Club of the Philippines, Manila Couch Divers, Diversions (e-divers), Thursday Writers Club, CAOatAko (Corporate Affairs writers e-group), FHL Travel Writers, digital-ek (ex-Philippine Collegian writers e-group), Tribu (mountaineers), LFS, Kampus (contributor), Walking Tours (participant)
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Ogilvy People -
Ogilvy: Past, Present & Future -
Ogilvy PR Worldwide/ 360° Digital Influence
Lu-Ann Fuentes’s Honors:
As San Miguel Corporation's Kaunlaran editor then, received from the Public Relations Society of the Philippines the following:
Anvil Award of Excellence (internal corporate publication) 2007
Anvil Award of Excellence (internal corporate publication) 2005
Anvil Award of Excellence (internal corporate publication) 2003
Lu-Ann Fuentes’s Contact Settings
Interested In:
- career opportunities
- consulting offers
- new ventures
- expertise requests
- reference requests
- getting back in touch
