Philippine News

Y&R Philippines posts record year with 80 percent in new business

MANILA – Y&R Philippines Inc., among the country’s leading integrated marketing communications (IMC) agencies had a banner year in 2014, posting a record 80 percent in new business. 

New wins include being named the agency on record for the 2GO Group and Philippine Rheumatology Association (PRA), digital strategy and implementation for Sun Cellular, as well as branding for San Marino, FEU, Juju Eats, and Agri-nurture.

Now on its 60th year in the country, Y&R Philippines has made a name for itself as an industry pioneer in shopper marketing, and digital as a tool for customer relationship management. 


Boosting further its dominance in digital, Y&R Interactive expanded by over 100 percent, servicing Colgate, Palmolive and Ford, among other brands.

The agency also launched three new brand teams to round out its IMC offerings: Y&R Labstore – which closed the deal with the 2GO Group, Y&R Brand Brew, and Y&R Pulse – which launched the GenAsia study on Filipino attitudes and habits in 16 key topics.

Y&R Philippines was the only Philippine agency to bring home a metal in the inaugural Cannes Lions Health with its Anti-Dengue Bottle for Maynilad Water Services, Inc. (Maynilad). The project was also awarded at the London International Advertising Awards, Epica Awards, Spikes Asia, and AdStars, and was accepted by the Creative Brief Asia for publication in The Work. Locally, the agency was among the top five agencies at the Kidlat Awards, where it won gold for the Maynilad Just Add Water Healing Kits. Even long-term client, Colgate-Palmolive, awarded the agency with best in integrated marketing campaign for the No Comb Revo campaign.

Y&R Philippines has also been recognized within the global Y&R community, with an account manager winning the global Y&R Future Sparks Competition. Employing the experience of Y&R’s regional and global network, employees also undergo year-round training at Y&R University.

According to Mary Buenaventura, president and CEO of Y&R Philippines, “We start every year with a goal in mind – in Y&R parlance – to Resist the Usual, and to set the bar ever higher. In 2014, the team not only exceeded expectations, they created a new set of standards. These wins, these successes, these innovations – they can only be possible when the people are passionate about our work. And the records we broke this year are a testament to that.”

“As a creative agency, our job is to come up with original, innovative, and effective campaigns for our clients,” continued Badong Abesamis, chief creative officer, Y&R Philippines. “But this is not what differentiates us from the rest of the pack. It’s the internal creative vision – inspired by the Y&R culture, supported by Y&R resources, enriched by our personal experiences – that fuels our passion to continue to be one of the leading agencies in the country.”

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