When San Miguel Corporation opened its long-held beer account to a competitive review after 16 years with McCann Erickson Philippines, many in the industry expected the partnership to end. Instead, McCann retained the business by uncovering what chair Emily Abrera described as a “new truth” about the iconic brand—an insight developed through an intensive 27-day effort that brought together a cross-functional team of nearly 45 people, including fresh creative perspectives and cultural thinkers. The win preserved one of Philippine advertising’s most enduring client-agency relationships, reaffirming McCann’s leadership in the industry while setting the stage for a new campaign designed to strengthen San Miguel’s relevance, grow beer consumption, and reinforce the legacy of what Abrera called “probably the greatest brand the Philippines ever had.”
CREDITS
Agency: McCann Erickson
Client: San Miguel Corporation
