Jonas Gaffud, dubbed the“beauty queen maker,” surprised followers when he made the big announcement that he’s leaving pageant training camp Aces and Queens. He is now joining the Miss Universe Organization PH as creative and events director for the brand.
With this new position, he will be working closely with IMG Universe and the Araneta Group, the agency that owns the international pageant, and the organization that runs the national Binibining Pilipinas competition, respectively.
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New beginnings. Thank you Lord. For the Universe! In our continuing efforts to constantly build and evolve the Miss Universe brand in the Philippines, the Miss Universe Organization is enhancing Binibining Pilipinas while helping grow it into a dynamic, multi-faceted platform. Working with the Araneta Group, IMG, and the new Miss Universe Philippines will take Binibining Pilipinas to exciting new levels, engaging and entertaining fans like never before. With a long term plan of evolving it into more than a one day television special, the modernization and growth of these powerful brands will place an emphasis on women empowerment and philanthropy, culminating in the selection of the candidate who is the embodiment of the modern day Filipina. To realize this vision, the Miss Universe Organization has acquired key talents. To be the Creative and Events Director for Miss Universe Philippines Brand under IMG Universe is the accomplished pageant and talent management expert, Jonas Gaffud. He will be responsible for elevating the level of Miss Universe Philippines further through his innovative and groundbreaking pageant creative concepts and ideas. In the process, he is expected to showcase the best of the Philippines. A strong component of which will be highlighting the advocacies of modern day Filipinas and pushing for Philippine tourism. To be the Brand and Marketing Strategist for Miss Universe Philippines is the experienced marketing executive, Mario Garcia. He will be responsible in stregthening the brand of Miss Universe Philippines through fresh brand-building approaches and in pursuing meaningful partnerships with local businesses that will share the values and goals of Miss Universe Philippines. Thank you!
In an Instagram post, Jonas shared that the Miss Universe Organization has “a long term plan of evolving into more than a one day television special,” and that it aims to “place an emphasis on women empowerment and philanthropy.” With that goal in mind, they tapped “key talents” such as Jonas. As creative and events director specifically, Jonas “will be responsible for elevating the level of Miss Universe Philippines further through his innovative and groundbreaking pageant creative concepts and ideas.” He is also expected to “showcase the best of the Philippines,” as well as highlight “the advocacies of modern-day Filipinas.”
I sincerely hope they achieve this and they’re genuine about this campaign. I think beauty pageants are rooted on patriarchal values, but that doesn’t mean women can’t reclaim it and make it empowering. It has proven to be an effective platform, that’s something we can’t deny. So it only seems right to move in this direction. With the right people who share this same sentiment, I think they’re on the right way.
What do you think?
Photo courtesy of Jonas Gaffud’s Instagram account
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