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Carat hooks Max’s Group media account

MANILA, APRIL 3, 2013 – Aegis-owed Carat Philippines is taking over the reins of Max’s Group of Companies’ media business, effective June 1. 

Carat emerged victorious from a pitch involving Zenith Optimedia, Havas, McCann and the incumbent agency last February. The account will be handled by a team led by associate media director Francis Cruz, who also took ownership of the pitch itself, managing all the brainstorms, strategy development, and all programs and plans for the brand.
 
"The win is important to us because Carat was selected from a field of worthy competitors, mostly bigger than we are," comments Angelito Pangilinan, CEO of Carat Philippines. 
 
"We proposed a strategy based on deep consumer insight, culled from our Consumer Connection System database (a comprehensive proprietary research among 3,000 respondents nationwide) supplemented by in-depth interviews and our very own experiences dining at Max’s. Clients commented that our proposed strategy is most aligned with their own vision and mission, that we ‘understood the brand’."
 
“Carat is the media agency that we think will put balance into everything. It’s the agency that meets all of the qualities we were looking for in an agency –  heart for the brand coupled with expertise and work passion. We look forward to a harmonious, inspirational and learning relationship with Carat,” said Bobby Simborio, corporate PR and media manager, Max’s Group of Companies.
 
Max’s Group of Companies owns Max’s Restaurant, and licenses to operate US-based Jamba Juice and Krispy Kreme. 
 

Partner with adobo Magazine

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