Who can resist the tinkling bell of the ice-cream man—the sorbetero? That’s the idea behind The Grupo Sorbetero Company, the brand activation experts and recent winner of a major international award. Within two years of operations, Grupo Sorbetero bagged the Best in Philippines in the 2009 Promotions Marketing Awards of Asia (PMAA) for Project: Brave Kids’ Secret Santa Bazaar.
The Secret Santa Bazaar was organized as a fundraiser for the beneficiaries of Project: Brave Kids. Held last Christmas, retailers and shoppers alike became Secret Santas to the children by anonymously encouraging their participation and granting a two-day shopping event.
The PMAA, called the Dragons, has been awarding the best marketing campaigns in Asia for the past decade for 16 integrated marketing and media categories.
In related news, GrupoSorbetero appointed Marco Estacio and Chitchat Diangson as creative directors, tasked to connect consumers and brands. Estacio hails from Saatchi & Saatchi and Ogilvy, while Diangson is a product of JWT and ABS-CBN.
Former account director of Leo Burnett Shanghai, Rachel Ang joins the agency as business development head.
