Initiative, the culturally-driven media agency within Mediabrands, announced their appointment as the lead media agency for PT Mayora Group in the Philippines. The news comes following a review by the FMCG giant in January.
Initiative Philippines, already an incumbent to the group’s business has been awarded the expanded remit as a lead media agency, servicing the full portfolio of brands across the coffee and powdered choco categories including Kopiko 3in1 coffee mixes, Energen Champion and Energen Pandesal Mate.
Carlo Mendoza, Managing Director of Vouno which markets Mayora in the Philippines commented, “Initiative was able to demonstrate that they are the right partner to work with us to build upon the success of our flagship brands, and protract the growth of our emerging brands with strategic boldness and cultural relevance.”
Tricia Camarillo-Quiambao, Managing Director, Initiative Philippines added, “To partner with a group like Mayora, with its massive globally established Kopiko portfolio and exciting new brands such as Energen Champion is both an honour and a privilege. With planning already underway, the team is incredibly excited to build cultural velocity across these categories.”
This win is a strong demonstration of the new business performance of Initiative, which has been ranked as the no. 1 agency network in the recent 2020 global new business rankings report by the Research Evaluation Company for Media Agencies (RECMA). Initiative Philippines’ appointment to the PT Mayora Group media business is effective immediately.
Initiative is a full-service global media agency built to grow brands through culture. The agency’s approach to rapidly interpreting and acting on cultural data signals – Cultural Velocity™ – creates relevant, long-lasting consumer connections that drive business results.
Part of IPG Mediabrands, the global media arm of Interpublic Group of Cos. (NYSE: IPG), Initiative employs 3,200 of the smartest and most diverse talent in the industry in over 80 countries and represents almost $16 billion in annual billings for blue-chip clients, including LEGO, Carlsberg, Dr Pepper Snapple Group, Merck and Unilever. For more information, visit www.initiative.com.