This early into its Philippine entry, “CRUSH Advertising is in a position to please and attract future clients,” says Rod Nepomuceno, regional vice-president and executive creative director as well.
CRUSH, “the first Asian multinational ad network,” started in Singapore in 2001 and is sixth in agency ranking. It is a member of TNBT International (The Next Big Thing) along with similar companies with catchy names, i.e. Bang PR, Boom Events Management, Reap Interactive, Rage (Respond Against Generic Existence) Branding Consultancy, and Cult Out-of-Home Media. Already with offices in Malaysia, Indonesia and Brunei, the company plans to setup in Bangkok next.
Nepomuceno relates CRUSH’s success as a case of David against Goliath. “We are here to share ideas. (Nobody has) the monopoly of great ideas, if there is a brief, it is fed throughout the world. Big ad agencies do not confer even with their regional counterparts.”
Half events and half creative agency, and with a client list that includes McDonald’s, Nestlé, Philippine Stock Exchange, Acuvue, St. Luke’s, Seair, Coffee Bean & Tea Leaf, and Maxicare, it seems Crush can do to the competition exactly what its name says it will.
