Prof. Wilfrido “Willy” V.E. Arcilla is known in the industry as “The Brand Healer” because of his track record in revitalizing sick brands and turning around troubled companies across the Asia-Pacific region, having worked for US Fortune 500 MNCs like Procter and Gamble Philippines, S.C. Johnson & Son Indonesia, The Coca-Cola Company China, and Top 1000 Philippine Corporations like the San Miguel Corporation in Greater China and the Philippines, RFM Corporation in the Philippines and URC throughout Asia-Pacific. He is the Senior Advisor on Marketing and Branding of W+B Strategic Consultancy Group, and a Professor of Marketing Leadership at the Ateneo Graduate School of Business in Rockwell. He is arecipient of the Philippine Marketing Association’s Agora Award for Marketing Excellence in Asia-Pacific and a Special Citation from the Catholic Mass Media Awards for Best Business Column. He has written two books – “Marketing and Advertising with a Conscience” and “Leadership is Discipleship”. He holds a B.S. Business Administration from the UP Diliman and a Masters of Science in Industrial Economics from CRC, the economic think-tank of the UA&P.