MANILA, AUGUST 12, 2013 – Mediaforce Vizeum successfully saw off challengers in a three-way shootout for LBC Express, Inc’s above-the-line media account.
Part of the local media arm of Aegis Media, Mediaforce Vizeum defended its hold on the business against Havas Media Ortega and Mindshare.
The money remittance company had pitched the business as part of its strategic advertising plans for the fourth quarter and the coming year.
“This is doubly significant: It is difficult for an incumbent to retain a business being targeted by bigger and more aggressive competitors. They can offer efficiencies as well as other services that can potentially excite the client. For LBC to stay with incumbent is testament to client’s satisfaction with the servicing, the strategic planning as well as the media efficiencies already being delivered by Mediaforce Vizeum,” said Angelito ‘BoyP’ Pangilinan, CEO of Carat Philippines, part of Aegis media arm.
“An agency participating in a review of agencies is generally at a disadvantage because it can not offer anything new versus the bright new ideas of the competitors. In the end, solid performance prevails versus offers yet to be proven,” he added.
The shoot-out involved three intensive media exercises – with the last two focusing on C/TARP to better determine an agency’s media planning, selection, negotiation, and buying skills.
Mediaforce Vizeum, led by its general manager Tonton Santiago, and with the support of Regi Brosas, the agency’s formidable business unit head, trounced competitors to retain the account. “After careful deliberations, we decided to stick with our current media agency,” an LBC spokesperson said.
“The pitch, the media exercise, and the eventual awarding of the LBC account ably demonstrates Mediaforce Vizeum’s capability and capacity to provide relevant media strategy and cost savings, especially in these times where budget rationalization is core to all our clients,” said Santiago. “The renewal of our continuing partnership with LBC also attests to the high confidence that they have on us providing value for their money.”
