The work is the craft. Yours does not get handed off.
Jec anchors every engagement personally. Every diagnostic, framework session, and finished brief carries his signature before it reaches you. Clients say that is the reason they come back.
Jerico Lugo (Jec) leads Studio JNSQ. He is a communications and PR strategist with over six years of experience designing brand systems, media infrastructure, and campaign strategies for organizations across the Philippines, Australia, the United States, and the United Kingdom.
Most recently, Jec led the PR campaign that won an international bank an industry award. Before Studio JNSQ, he built the PR system and media infrastructure that took a US real estate firm from copywriting-only into full-service marketing and PR. Studio JNSQ engagements he has led have secured 100+ media placements, landed 100+ podcast guest appearances for clients, and helped them win 15+ industry awards.
Jec is a Member of the Chartered Institute of Public Relations (MCIPR), a member of the Business and Management Consultants Association of the Philippines (BMCAP), and is currently pursuing an MBA at the University of Western Australia.
He is also completing the Financial Modeling & Valuation Analyst (FMVA) certification with the Corporate Finance Institute. Brand equity architecture sits at the convergence of PR and Finance, and the finance half is not something to take on faith. If the work claims to move valuation, the person doing it should be able to build the model.
"I care about the craft more than the brand. When Studio JNSQ hands back a diagnostic or a positioning brief, it is because I have read every line twice. That is what clients are paying for." — Jec, on the practice
Book a 30-min conversation with Jec →Brand equity architecture is the discipline of building the financial and reputational value of a company. It sits at the convergence of PR and Finance.
Most of the market treats those as separate departments. Communications people talk about awareness and sentiment. Finance people talk about multiples and cash flow. The value a brand actually holds sits between them, which is why so few people can speak to it credibly on both sides.
That is the reason for the FMVA. Studio JNSQ tells founders that brand equity is a financial asset, that it lowers customer acquisition cost, extends retention, and shows up in the multiple at exit. A claim like that should be defensible in a spreadsheet, not only in a deck.