New York — Two Philippine agencies were recognized in the global Advertising & Marketing Effectiveness Competition (AME). Two Bronze Medallions were awarded: to McCann-Erickson for Coca-Cola, and BBDO Guerrero for Pizza Hut.
The same agencies also won three Finalists certificates: McCann Worldgroup for Unilab?s Biogesic, and BBDO Guerrero for Bayan Wireless Landline and Bayantel Corporate Image.
The AME is separate from but organized by the New York Festivals. Results were announced in mid-November.
McCann’s bronze is for Coca-Cola’s "Family Bonding on the Coke Side of Life", the breakthrough integrated campaign that promoted family meals while estab-lishing Coke as mothers’ ally in strengthening family ties. Using TV ads comple-mented by extensive advocacy PR, print and strategic out-of-home and point-of-sale, "Family Bonding" was able to accelerate both brand metrics and sales volume in a difficult and very competitive category.
Ecstatic over the award, McCann Managing Director, Nandy Villar says: "This is an important victory. The AME is one of the most prestigious awards in the world, and the Bronze win affirms our commitment to business and brand-building work for our clients. That brand Coca-Cola has been a long-time leader underscores the achievement when client and agency collaborate on insight, strategy and overall campaign development."
BBDO Guerrero, meanwhile, received a Bronze in the Retail Food category for their Pizza Hut "Hate Late?" campaign, which used humor and relied heavily on outdoor and drive-time radio as lead mediums. By end-2007, Pizza Hut delivery transactions had actually more than doubled.
For the Finalist certificates, McCann for Biogesic’s "Ingat! (Stay Safe!)" campaign, and BBDO Guerrero for two campaigns for Bayan: "Life Can Be Better," which relaunched Bayantel as Bayan and delivered on growth targets two months ahead of schedule; and "Real Freedom of Speech", which revived the once-dying landline category and doubled Bayan Wireless Landline’s subscriber base growth target within the first year of launch.
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