Ramon Jimenez Jr. facts for kids
Quick facts for kids
Ramon Jimenez Jr.
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| Secretary of Tourism | |
| In office September 1, 2011 – June 30, 2016 |
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| President | Benigno Aquino III |
| Preceded by | Alberto Lim |
| Succeeded by | Wanda Corazon Teo |
| Personal details | |
| Born |
Ramon Reyes Jimenez Jr.
July 14, 1955 Manila, Philippines |
| Died | April 27, 2020 (aged 64) Tagaytay, Cavite |
| Spouse | Abby Jimenez |
| Children | Sassa Jimenez |
| Parent | Ramon T. Jimenez |
| Residences | Makati, Philippines |
| Alma mater | University of the Philippines College of Fine Arts |
| Occupation | Tourism secretary |
| Profession | Advertising |
Ramon Reyes Jimenez Jr. (born July 14, 1955 – died April 27, 2020) was a well-known Filipino advertising expert. People sometimes called him Monet or Mon Jimenez. He worked for the Philippine government as the Secretary of Tourism from 2011 to 2016. This was during the time Benigno Aquino III was president.
Jimenez became the tourism chief after Alberto Lim left the job. During his time, the number of tourists visiting the Philippines almost doubled. The money earned from tourism also grew a lot. The Philippines even moved up 20 spots in a global ranking of tourism-friendly countries. Before this, Jimenez had helped with President Aquino's advertising campaigns.
Education and Early Life
Ramon Jimenez Jr. went to the University of the Philippines Diliman for all his schooling, from elementary to college. He studied visual communications at the UP College of Fine Arts. This is where he learned about art and design.
Career in Advertising
Jimenez started his career at an advertising company called Saatchi & Saatchi. He worked in the creative department, where he came up with new ideas for ads. Later, in the late 1990s, he started his own small advertising agency called Jimenez & Partners.
After some mergers, his company became known as Publicis JimenezBasic by 2011. He was a senior consultant and a joint chief executive officer (CEO) at WOO (Winning Over Obstacles) Consultants. With his wife, Abby Jimenez, he helped build JimenezBasic Advertising into the biggest creative advertising agency in the Philippines.
Jimenez's work helped many famous Philippine brands become popular. These include Jollibee, Selecta Ice Cream, Safeguard Soap, San Miguel Beer, Cebu Pacific, and Ivory Soap. He also worked as a vice-president at Ace-Saatchi & Saatchi Advertising. He gave many talks about advertising at different events.
Jimenez also helped his family write a book about their history. It was called Generations: In Search of Family. The book told the story of five generations of the Jimenez family in the Philippines. It included his father, Ramon T. Jimenez, who was a famous lawyer. It also mentioned his daughter, Sassa Jimenez, who is a fashion designer. His uncle, Nicanor Jimenez, was a general during World War II and later became the Philippine ambassador to South Korea.
Becoming Tourism Secretary
Ramon Jimenez Jr. took over the Department of Tourism after Alberto Lim resigned on August 12, 2011. Less than a day after President Benigno Aquino III announced his new job, Jimenez spoke to reporters. He said he wanted to make the Department of Tourism a strong "selling unit."
His main goal was to not just improve tourism numbers, but also to make sure tourism was helpful and profitable for all Filipinos. He promised to make Philippine tourism "the people's business." He believed that the country's beautiful places should be "as easy to sell as Chickenjoy!"
When he became the head of the tourism department, one of his first challenges was to create a catchy slogan. This slogan would help promote travel to the Philippines. It needed to compete with tourism campaigns from other countries like Brazil, India, and Singapore.
Death
Ramon Jimenez Jr. passed away on April 27, 2020. He was 64 years old. The news was shared by the Department of Tourism Secretary, Bernadette Romulo-Puyat.
