Dugenia, Marayan & Associates Co. (DM&A Co.), has recently named John “JJ” Ibarreta as Communications Director, strengthening its leadership team as it continues to evolve as an integrated, digital-first marketing communications agency.
In his new role, Ibarreta will help shape the agency’s strategic direction, lead communications and content development, and support campaigns and proposals for clients and prospective accounts. He will also guide and mentor team members and help ensure that the agency delivers work that meets client objectives and industry standards.
“JJ has grown significantly throughout his time with DM&A Co. We have seen him take on responsibilities that go beyond content and writing to include strategic planning, client work, and leadership. This appointment reflects that growth,” said Michael Dugenia, Chief Executive Officer of DM&A Co.
“I have always believed in the potential of young talents and the fresh perspectives they bring to the table. JJ’s growth reflects what can happen when young professionals are given the opportunity to take on bigger challenges, contribute new ideas, and grow into leadership roles. We believe his experience and perspective will help move the agency forward and create greater value for our clients,” he added.
From Iriga to an 11-Year PR Journey
Ibarreta’s career in public relations started with a different ambition. Growing up in Iriga City, Camarines Sur, he dreamed of becoming a journalist. He devoured newspapers and magazines, developed a passion for writing and storytelling, and eventually moved to Manila to pursue his dream.
His first professional opportunity, however, led him to public relations. At PRC, Inc., he worked as a PR writer and discovered another way to apply his passion for storytelling. He helped brands and organizations communicate with their audiences through purposeful and strategic narratives.
What started as an unexpected career turn soon became a profession he embraced. Over the years, Ibarreta expanded his experience from writing into strategic planning, campaign development, and client communications. At DM&A Co., he served as Head of Content and Strategic Planning, where he combined his editorial background with strategic thinking to develop communications programs and content for clients.
Now entering his 11th year in public relations, Ibarreta has worked with a diverse range of clients and communications requirements, building experience across content development, public relations, strategic communications, and brand storytelling. He now brings that experience into his new role as Communications Director.
“I came into this field unexpectedly, but I stayed because I found a profession that constantly challenged me to learn and think differently. More than a decade later, that remains what I enjoy most about the industry. As I take on this role, I want to help reshape how others see the PR industry, not simply as a profession that shapes narratives, but as one that has a responsibility to uphold truth amid the noise. I want to challenge the usual in a way that pushes us to question old approaches, embrace fresh perspectives, and create communications that are not only relevant to changing audiences and brands, but also meaningful, credible, and grounded in truth,” Ibarreta said.
Taking the Agency Further
As Communications Director, Ibarreta is committed to propelling the agency forward by strengthening its digital-first approach and integrating its expertise across public relations, strategy, content, creative, and digital. He aims to make digital-first thinking more central to how the agency develops communications strategies and solutions for clients.
For Alvin Marayan, Chief Operating Officer of DM&A Co., Ibarreta’s appointment comes at an important point as the company prepares for its next phase.
“JJ has been part of DM&A Co.’s growth, and we believe he can play an even bigger role in where we go next. He has developed a strong understanding of the business and the work behind it, and we’re confident that he can help us raise the bar, take on new opportunities, and continue growing as an agency,” Marayan said.
With Ibarreta taking on the Communications Director role, the agency is set to move forward with a stronger digital-first focus, giving clients new ways to connect with audiences and keep pace with how communications continue to evolve.
