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Ramon Jimenez Jr.
Ramon Jimenez Jr.
Secretary of Tourism
	In office; September 1, 2011 – June 30, 2016
President	Benigno Aquino III
Preceded by	Alberto Lim
Succeeded by	Wanda Corazon Teo
Personal details
Born	Ramon Reyes Jimenez Jr.; July 14, 1955
Died	April 27, 2020 (aged 64)
Nationality	Filipino
Spouse	Abby Jimenez
Children	Sassa Jimenez
Parent	Ramon T. Jimenez
Residence(s)	Makati, Philippines
Alma mater	University of the Philippines College of Fine Arts
Occupation	Tourism secretary
Profession	Advertising

Ramon Reyes Jimenez Jr. (July 14, 1955 – April 27, 2020) sometimes known as Monet or Mon Jimenez, was a Filipino advertising executive^[1]^[2] who previously served in the Cabinet of the Philippines as Secretary of Tourism from 2011 to 2016 during the presidency of Benigno Aquino III.^[1]^[3]^[4]^[5] He was appointed as the country's tourism chief following the resignation of Alberto Lim,^[6] and during his six-year tenure, tourist arrivals and revenues had almost doubled, and the Philippines improved 20 places in a tourism competitive index among nations.^[7] Jimenez assisted with the advertising campaign of Aquino earlier.^[4]

Education

Jimenez studied at the University of the Philippines Diliman from elementary school to college. He majored in visual communications at the UP College of Fine Arts.^[8]

Career

Advertising

Jimenez began his career at Saatchi & Saatchi in the creative department, and then formed a start-up boutique agency in the late 1990s called Jimenez & Partners^[9] which, after several mergers, became known in 2011 as Publicis JimenezBasic.^[10] He was the senior consultant and joint chief executive officer of WOO (Winning Over Obstacles) Consultants,^[10]^[11]^[12] and helped build JimenezBasic Advertising into the largest creative advertising agency in the country during his stint as joint CEO from 1989 to 2008 with his wife and advertising executive Abby Jimenez. His work at the agency has been closely associated with the rise of Philippine brands such as Jollibee, Selecta Ice Cream, Safeguard Soap, San Miguel Beer, Cebu Pacific and Ivory Soap, among others.^[6]

Jimenez had also been the vice-president and executive creative director at Ace-Saatchi & Saatchi Advertising from 1988 to 1989, and also a consultant for marketing of the Ninoy and Corazon Aquino Foundation. He has given numerous presentations at conferences on advertising-related topics.^[13] He was instrumental in helping his extended family write a private book on five generations of his family, entitled Generations: In Search of Family, which chronicled the Jimenez clan in the Philippines. The multi-generational book includes his father Ramon T. Jimenez, a prominent labor lawyer,^[14] and his daughter Sassa Jimenez, a fashion designer.^[15] and his late uncle Nicanor Jimenez, who was a general in the Philippine resistance forces during World War II and later the Philippine ambassador to South Korea.^[16]^[17]

Tourism Secretary

He took over the helm of the Tourism Department from Alberto Lim who resigned on August 12, 2011. Speaking to Malacañang reporters in a press conference aired live on radio and television less than 24 hours after President Benigno Aquino III announced his appointment, Jimenez said he would “galvanize the DoT [Department of Tourism] into an honest to goodness selling unit whose “ultimate goal” would be “not only to improve statistics but also ensure that the endeavor would be fulfilling and profitable for Filipinos”. He vowed to make Philippine tourism the “people’s business” and that the country with its picturesque destinations should be “as easy to sell as Chickenjoy”.^[18] According to a report in Business Week Mindanao, as head of the tourism department after September 2011, an initial challenge for Jimenez was to come up with a catchy tagline to promote travel visits to the Philippines to compete with tourism campaigns for nations such as Brazil and India and Singapore.^[10]

Death

Jimenez died on April 27, 2020, at the age of 64, according to a statement released by Department of Tourism Secretary Bernadette Romulo-Puyat.^[19]^[20]

References

^ ^a ^b Kathrina Alvarez-- Sunnex (August 13, 2011). "Tourism Secretary resigns". Sun Star. Retrieved August 13, 2011. ...advertising executive Ramon Jimenez...
^ "Creative Guild Summit: Sun, Sand, Summit". adobo magazine. August 13, 2011. Retrieved August 13, 2011. Cid lives for brainstorming sessions with peers like ... Mon Jimenez. He attests, "I learned so much from them. Those are priceless sessions."
^ Tourism chief quits | The Manila Bulletin Newspaper Online
^ ^a ^b Aurea Calica (August 14, 2011). "P-Noy still looking for next DOT chief". Philippine Star. Retrieved August 13, 2011. ... The name of Ramon Jimenez, an alumnus of the University of the Philippines' College of Fine Arts and founder of an award-winning advertising firm, was immediately floated as Lim's resignation was confirmed. ...
^ Bobit S. Avila (August 13, 2011). "A first and last interview with Sec. Alberto Lim". Philippine Star. Retrieved August 13, 2011. ... ABS-CBN's ANC reported that Secretary Lim had resigned and would be replaced by Mon Jimenez.
^ ^a ^b Cheng, Willard. "Aquino names Jimenez as new DOT chief". ABS-CBN News.
^ Cesar V. Puirisma, Inquirer, May 1, 2020, A promise to keep dreaming better, Retrieved May 2, 2020, "... his tenure, tourist arrivals and revenues had almost doubled, with the Philippines improving 20 places in the WEF Travel and Tourism Competitiveness Index..."
^ Talavera, Catherine (April 28, 2020). "Former tourism chief Jimenez, 64". PhilStar.
^ Rogeanne Maica Ylagan (February 21, 2011). "Mass Communication student bags first runner up in AdSpeak Student Advertising Congress". Saint Scholastica's College. Retrieved August 13, 2011. ... Jimenez HN Basic Founder Mon Jimenez shared their knowledge on advertising ...
^ ^a ^b ^c Abraham V. Llera (August 13, 2011). "Who's replacing Lim at DOT?". Business Week Mindanao. Retrieved August 13, 2011. ... while other countries have their catchy taglines which keep them top of the mind among tourists, the Philippines (*gasp) is still struggling to develop one. ...
^ "Back in the game". adobo magazine. August 13, 2011. Archived from the original on March 16, 2012. Retrieved August 13, 2011. Mon and Abby Jimenez have opened WOO Consultants...Through a series of mergers, the proudly local shop ultimately become Publicis JimenezBasic....
^ "'Make PR Work for Your Business' Seminar Slated". ClickTheCity.com. April 7, 2010. Retrieved August 13, 2011. ... Mon Jimenez, founder and head of WOO Advertising. Mr. Jimenez has built a stellar career in advertising and marketing.
^ "Catch Minyong Ordonez tonight at Creative Guild's RAW SCHOOL". adobo magazine. Retrieved August 13, 2011. (conference:) What Young Creatives Should Always Know by Ramon Jimenez
^ Alfred A. Yuson (October 29, 2001). "In the bosom of family". Philippine Star. Retrieved August 13, 2011.
^ Lorra Elena Angbue-Te (October 16, 2008). "Young designer shows her stuff". Philippine Inquirer. Archived from the original on August 31, 2012. Retrieved December 30, 2010. Twenty-one-year-old Sassa Jimenez, .. Her parents, Mon and Abby Jimenez of JimenezBasic,...
^ Marichu Villanueva (July 11, 2010). "FVR to attend 60th anniversary of PEFTOK landing in Korea". Philippine Star. Retrieved August 13, 2011. late Col. Nicanor Jimenez, who later became Philippine ambassador to South Korea.
^ Ricky Lo (September 29, 2003). "The intriguing world of Inday Badiday". Philippine Star. Retrieved August 13, 2011. late Philippine Ambassador (to Korea) Col. Nicanor Jimenez
^ "Advertising executive Jimenez is new tourism secretary". Inquirer.net. September 2, 2011.
^ "Former Tourism Secretary Ramon Jimenez dies at 64". CNN Philippines. April 27, 2020. Archived from the original on May 2, 2020. Retrieved April 27, 2020.
^ Noreen Jazul (April 27, 2020). "Former DOT Secretary Ramon Jimenez dies, 64". Manila Bulletin. Retrieved April 27, 2020.