MANILA, PHILIPPINES [29th August 2024] – In a major victory for Initiative Philippines, a Fame & Flow agency within IPG Mediabrands, the company has officially been appointed as the integrated media Agency of Record (AOR) for Century Pacific Food, Inc. (PSE) and Shakey’s Pizza Asia Ventures, Inc. (PSE| SPAVI). This appointment follows a highly competitive agency pitch that concluded earlier this year.
A Landmark Partnership in the Filipino Market
Century Pacific Food, a titan in the Philippines’ food and beverage industry, boasts a portfolio of well-known household brands including Century, Argentina, 555, Ligo, and Birch Tree. Shakey’s Pizza Asia Ventures, a leading food service group, is renowned for its popular brands such as Shakey’s and Potato Corner. With this new partnership, Initiative Philippines will manage all AOR duties for both companies’ expansive portfolios.
This role encompasses comprehensive, full-funnel media solutions across a diverse range of categories, from canned and frozen meats to marine, culinary, and dairy products, as well as the restaurant and kiosk businesses.
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Driving Growth and Innovation
Greg Banzon, Executive Vice President and Chief Operating Officer at Century Pacific Food, expressed his enthusiasm for the partnership:
“We look forward to hitting the ground running with our new media partner, Initiative. Our business is in growth and investment mode – with a diverse portfolio of market leaders, strong challengers, emerging brands, and innovations, each with its own set of business needs. We are excited to work with a partner who can help us navigate the evolving media landscape to bring our brands closer to our consumers.”
Oli Sicam, Group Marketing Director at SPAVI, echoed these sentiments:
“We are pleased to partner with Initiative, leveraging the efficiency of having one group handle our new portfolio of WOW! Brands. This collaboration aligns perfectly with our aspiration to deliver double-digit growth and enhance our brands’ visibility across multiple audiences and platforms.”
Initiative Philippines: Energized and Ready
The team at Initiative Philippines is equally thrilled about the new partnership. Melody Laogan, Managing Partner at Initiative Philippines, shared her excitement:
“We are thrilled to finally reel this in! The team is beyond energized with this new account, and it also brings us closer to our goal of growing the agency to new heights!”
Paul Atienza, Managing Partner at Initiative Philippines, added:
“We are grateful to the whole Century and Shakey’s team for entrusting their business to us. Both are a powerhouse of brands loved by every Filipino household. We are excited to collaborate with them to drive transformative growth for the entire CNPF and SPAVI portfolio through our Fame and Flow™ approach.”
A Strategic Move for IPG Mediabrands
Initiative Philippines’ appointment is effective immediately, marking a significant step in the agency’s growth and a strategic move that positions IPG Mediabrands as a dominant player in the Philippine media landscape.
About Initiative
Initiative drives business growth for the world’s most ambitious brands. We believe in the transformative power of media to reshape our industry and create a comprehensive consumer experience by balancing what unites people with what makes them unique. When brands connect with people through culture, they build Fame, and when they engage individuals on their unique journeys, they build customer Flow. Initiative creates Fame and Flow for brands like Nike, Amazon, Merck, LEGO, and T-Mobile.
Media responsibility is at the core of our approach, whether through media plans that reflect community diversity, ensure brand safety, or promote sustainability. Our agency celebrates diversity in an inclusive environment where all of our 9,000+ talents across 90+ markets feel seen, heard, and valued. Our vision is to create not only a better media company but also a better media industry, and perhaps even a better world.
About IPG Mediabrands
IPG Mediabrands is the media and marketing solutions division of Interpublic Group (NYSE: IPG). Globally, IPG Mediabrands manages over $47 billion in marketing investments for its clients across its full-service agency networks UM, Initiative, and Mediahub, and through its award-winning specialized business units Healix, KINESSO, MAGNA, Mediabrands Content Studio, Orion Holdings, Rapport, and the IPG Media Lab. IPG Mediabrands serves many of the world’s most recognizable and iconic brands across diverse industry sectors, including automotive, personal finance, consumer product goods (CPG), pharma, health and wellness, entertainment, financial services, energy, toys and gaming, direct-to-consumer and e-commerce, retail, hospitality, food and beverage, fashion, and beauty. The company employs over 18,000 diverse marketing communication professionals in more than 130 countries.
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