MANILA, Philippines – Max’s Group, Inc. (MGI), the largest casual dining restaurant in the Philippines, announces it has named Wavemaker Philippines as its strategic media Agency on Record.

The agency will take the lead and assume responsibility for all media investments of Max’s Restaurant, Yellow Cab, Pancake House, Krispy Kreme, Jamba Juice, Dencio’s, Teriyaki Boy, Sizzlin’ Steak, and MGI.

“Wavemaker Philippines displayed a strong approach in strategic media intelligence and proved their ability to deliver results efficiently across today’s multi-channel media environment,” said MGI Group Chief Operating Officer Ariel P. Fermin.

Mr. Fermin also noted Wavemaker’s inventiveness and capability in utilizing a dynamic content development framework that will maximize value for MGI across its various brands. “Their proposal provided invaluable media opportunities to fulfill our mission of building loved brands among Filipinos,” he said.

“We look forward to working together with Wavemaker to further enhance MGI’s positioning in the food industry.”

Wavemaker Philippines is the third largest media agency in the country. It is part of Group M, the world’s leading media investment company, with responsibility for more than USD 113 billion in annual media investment. Wavemaker Philippines’ unique position in bringing next-generation solutions for MGI is backed by its 34 years of media experience in the local food industry.

“We are grateful to the Max’s Group for choosing Wavemaker Philippines as its new Agency on Record,” said Wavemaker Philippines CEO Malu Vasallo. “The respected group’s passion for delighting customers inspires us, and we look forward to maximizing our media and technology offer, supported by our push for greater cross-specialization integration, creating exemplary work that will bring MGI’s brands even closer to the Filipino people.

“I could not be more thankful to have found a partner committed to building loved brands with genuine care and thoughtful innovation.”

Wavemaker Philippines will be at the forefront of innovation for MGI’s media planning and buying. It will support the company’s campaigns, utilizing seamlessly connected media and content to generate results for the restaurant group’s eight brands.

MGI has awarded Wavemaker Philippines a one-year contract from 1 February 2019 to 31 January 2020.