The Philippines’ top pole vaulter and Olympian EJ Obiena faced a challenging moment when he got into financial controversy in October of 2023.
But through the help of mentor James Michael “Jim” Lafferty, a known executive coach and motivational speaker, Obiena managed to weather the storm – so to speak.
Lafferty, who had also helped long jumper Marestella Torres-Sunang during her prime, provided strategic PR and crisis management support to help Obiena navigate the situation effectively.
“Whilst I have long stated that EJ Obiena is a world-class athlete, yet an even better human being, he, like all celebrities, has been unfairly embroiled in various controversies,” Lafferty recalled.
That led to the birth of a PR and Crisis Management division in the flourishing business of Katapult with Lafferty as chairman.
That division will help prominent figures in the business and other sectors overcome the challenges that will come their way.
“Sensing the need to better serve EJ and other clients, Katapult has established a new PR and Crisis Management division as of January 1,” Lafferty said.
Lafferty is collaborating with Media Head Anika Basa and Data Analytics Head David Rosario to ensure the seamless integration of services.
The launch of this division underscores Katapult’s commitment to helping clients navigate challenges while safeguarding their reputations and achieving sustainable growth.
Lafferty’s leadership experience spans over three decades, during which he has held CEO roles at multinational companies such as Procter & Gamble, Coca-Cola, British American Tobacco, and Fine Hygienic Holding. His proven track record of driving success across industries makes him exceptionally qualified to lead Katapult’s PR and Crisis Management division.
CEO Francis Uy highlighted Katapult’s comprehensive approach: ‘Katapult was born as a digital-first company with a sniper-shotgun strategy—combining precision targeting of specific consumer personas with broad-reaching campaigns that maximize impact. By leveraging insights from our AI-powered platform, we not only drive marketing success but also provide a robust safety net for brands navigating crises. With our expanded services, including PR and crisis management, we ensure our clients’ reputations are protected and their stories resonate in even the most challenging situations.’ Rosario’s team enables hyper-precise consumer targeting, fostering authentic campaigns and lasting connections. Together with Basa’s team, they seamlessly execute the Sniper-Shotgun Approach—combining the wide-reaching impact of a shotgun with the pinpoint precision of a sniper rifle to deliver tailored ads that drive maximum impact.