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Executive Feature
Friday, 27 April 2012 14:08    Print
ABS-CBN's Roberto Labayen

Roberto-G.-LabayenRoberto G. Labayen, head of Integrated Creative Communication Management at ABS-CBN Corporation, was a hotshot advertising executive when he caught the eye of ABS-CBN executives.

In 2002, then president and chief operating officer (COO) Federico M. Garcia and then Integrated Sales and Marketing head Nicanor Gabunada Jr. talked to him about joining the company but he was not ready to make the big leap. The following year, Labayen happened to work with ABS-CBN chairman and chief executive officer Eugenio Lopez III (EL3) when the latter chaired the 2003 Ad Congress, and Labayen wrote the theme song and did other creative work for the annual meet. In 2004, EL3 invited him to join ABS-CBN and, somehow, the timing felt right.

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