Sunday, April 29, 2012


AFTER Ida Henares resigned as its head, GMA Artist Center reorganized into several divisions. Talent development is now headed by Arsi Baltazar. PR and Events is under Jenny Donato. 

They’re still looking for someone to handle talent management, but for talent branding and imaging, GMA exec Annette Gozon Abrogar has hired a young brand manager from Unilever, Simon Ferrer, who they formally presented to the media.

Simon will be in charge of positioning GMA stars and he’d push not only the big stars but the rest of GMA’s 100 plus talents to become marketable commodities.

He first made an internal audit of how viewers perceive GMA stars, what are their strengths and weaknesses in the competitive landscape of showbiz. He has now planned several branding strategies and he bared his plans for specific GMA properties in our meeting with him, but told us not to write about it yet. For starters, he’s focusing to improve the imaging of Aljur Abrenica, Alden Richards, Rocco Nacino, Bianca King, Kris Bernal and Rhian Ramos.
Simon is 28 years old. He graduated from La Salle in 2007 with a degree in psychology and advertising management. He worked with Unilever for five years before moving to GMA. In the next few months, we’ll see if his plans for GMA stars would really be effective in marketing them for ad agencies to get them as endorsers.

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