Ramon Jimenez Jr.

Ramon Jimenez Jr.
Secretary of the Philippine Department 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 (1955-07-14) July 14, 1955
Nationality Philippines
Spouse(s) Abby Jimenez
advertising executive
Relations Ramon T. Jimenez,
prominent labor lawyer
Children Sassa Jimenez
fashion designer
Residence Makati, Philippines
Alma mater University of the Philippines College of Fine Arts
Occupation Tourism secretary
Profession Advertising
Religion Roman Catholic

Ramon Reyes Jimenez Jr. (born July 14, 1955) sometimes known as Monet or Mon Jimenez, is a prominent advertising executive[1][2] and is notable for being the Secretary of Tourism of the Philippines during the presidency of Benigno Aquino III.[1][3][4][5] On September 1, 2011, President Aquino picked him as his Tourism chief following the resignation of former Tourism secretary Alberto Lim.[6] Jimenez assisted with the advertising campaign of Aquino earlier.[4]


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[7] which, after several mergers, became known in 2011 as Publicis JimenezBasic.[8] He was the senior consultant and joint chief executive officer of WOO (Winning Over Obstacles) Consultants,[8][9][10] and help 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 Cory Aquino Foundation. He has given numerous presentations at conferences on advertising-related topics[11] 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,[12] and his daughter Sassa Jimenez, a fashion designer.[13] 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.[14][15]


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.

Tourism Secretary Jimenez, for his part, 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”.

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, an advertising executive, 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”.[16]

Tourism Secretary

He took over the helm of the Tourism Department from Alberto Lim who resigned on August 12, 2011. 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.[8] Jimenez was quoted in the journal Manila Bulletin Publishing Corporation about his sense of advertising:

The Philippines is its people. And its people are the Philippines.
Ramon R. Jimenez Jr.[17]


  1. 1 2 Kathrina Alvarez-- Sunnex (August 13, 2011). "Tourism Secretary resigns". Sun Star. Retrieved 2011-08-13. ...advertising executive Ramon Jimenez...
  2. "Creative Guild Summit: Sun, Sand, Summit". adobo magazine. 2011-08-13. Retrieved 2011-08-13. Cid lives for brainstorming sessions with peers like ... Mon Jimenez. He attests, “I learned so much from them. Those are priceless sessions.”
  3. Tourism chief quits | The Manila Bulletin Newspaper Online
  4. 1 2 Aurea Calica (August 14, 2011). "P-Noy still looking for next DOT chief". Philippine Star. Retrieved 2011-08-13. ... 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. ...
  5. Bobit S. Avila (August 13, 2011). "A first and last interview with Sec. Alberto Lim". Philippine Star. Retrieved 2011-08-13. ... ABS-CBN’s ANC reported that Secretary Lim had resigned and would be replaced by Mon Jimenez.
  6. 1 2 http://www.abs-cbnnews.com/nation/08/31/11/aquino-names-jimenez-new-dot-chief Aquino names Jimenez as new DOT chief
  7. Rogeanne Maica Ylagan (February 21, 2011). "Mass Communication student bags first runner up in AdSpeak Student Advertising Congress". Saint Scholastica's College. Retrieved 2011-08-13. ... Jimenez HN Basic Founder Mon Jimenez shared their knowledge on advertising ...
  8. 1 2 3 Abraham V. Llera (2011-08-13). "Who's replacing Lim at DOT?". Business Week Mindanao. Retrieved 2011-08-13. ... 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. ...
  9. "Back in the game". adobo magazine. 2011-08-13. Retrieved 2011-08-13. Mon and Abby Jimenez have opened WOO Consultants...Through a series of mergers, the proudly local shop ultimately become Publicis JimenezBasic....
  10. "'Make PR Work for Your Business' Seminar Slated". ClickTheCity.com. April 7, 2010. Retrieved 2011-08-13. ... Mon Jimenez, founder and head of WOO Advertising. Mr. Jimenez has built a stellar career in advertising and marketing.
  11. "Catch Minyong Ordonez tonight at Creative Guild's RAW SCHOOL". adobo magazine. Retrieved 2011-08-13. (conference:) What Young Creatives Should Always Know by Ramon Jimenez
  12. Alfred A. Yuson (October 29, 2001). "In the bosom of family". Philippine Star. Retrieved 2011-08-13.
  13. Lorra Elena Angbue-Te (Oct 16, 2008). "Young designer shows her stuff". Philippine Inquirer. Retrieved 2010-12-30. Twenty-one-year-old Sassa Jimenez, .. Her parents, Mon and Abby Jimenez of JimenezBasic,...
  14. Marichu Villanueva (July 11, 2010). "FVR to attend 60th anniversary of PEFTOK landing in Korea". Philippine Star. Retrieved 2011-08-13. late Col. Nicanor Jimenez, who later became Philippine ambassador to South Korea.
  15. Ricky Lo (September 29, 2003). "The intriguing world of Inday Badiday". Philippine Star. Retrieved 2011-08-13. late Philippine Ambassador (to Korea) Col. Nicanor Jimenez
  16. http://newsinfo.inquirer.net/51865/advertising-executive-jimenez-is-new-tourism-secretary Advertising executive Jimenez is new tourism secretary
  17. Michael Alan Hamlin (August 12, 2011). "Manny Pacquiao in Los Angeles". Manila Bulletin Publishing Corporation. Retrieved 2011-08-13. ...As advertising executive Ramon R. Jimenez Jr. has said, the Philippine is its people. And its people are the Philippines.
Preceded by
Alberto Lim
Philippine Secretary of Tourism
2011 2016
Succeeded by
Wanda Corazon Teo
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