Bates CHI&Partners Philippines has won the account for Pizza Hut, in a competitive three-way pitch, which included a multinational 4A and a local agency. Pizza Hut is also a client of Bates CHI&Partners in China.
“We are extremely thrilled to have the opportunity to partner such an ambitious brand like Pizza Hut. We look forward to working together to help elevate the brand and to establish its market leadership in The Philippines,” said Leah Magdaluyo, client services director, Bates CHI&Partners.
“Pizza Hut is an important regional relationship of Bates CHI&Partners. The work we do in driving their business is second to none and we are pleased to be working with our client now in the Philippines,” Bates CHI&Partners CEO David Mayo added.
The brief had three main requirements – to develop a long-term consumer engagement program based on the global “Make It Great” platform, present a campaign idea for new product launches, and to increase frequency of consumption across all channels by building a consistent and relevant brand. The agency is now working on a campaign due to launch in mid-March.
Pizza Hut COO Teck Huak Lim said “Bates CHI&Partners is a capable and creative team. They were spot-on in their insights and really understood our brand.”
Meanwhile, Pizza Hut Marketing vice president Elaine Guzman added, “Bates CHI&Partners stood out by demonstrating exceptional strategy thinking and creativity. A strong network of creatives across Asia working on the Pizza Hut brand is also a big plus.”
Finally, Charmaine Wong, senior marketing director of Pizza Hut holding company Yum Restaurants International AFBU said, “Bates CHI&Partners presented great ideas that brought the brand positioning to life and created many opportunities for consumers to engage with the brand.”
In the Philippines, Pizza Hut was previously handled by BBDO Guerrero.
On Pizza Hut’s change of agency, BBDO chief executive Tony Harris commented, “After many years of memorable award-winning work with us, Pizza Hut have decided to look at their agency arrangements. We, however, declined to be involved in this review. We wish them and their new agency the very best of luck in the future.”