Finally it’s official: months after news leaked last year, leading affordable housing builder Camella has awarded its account to Leo Burnett Manila.
Led by ECD Raoul Panes, the win is seen as a major boost for Burnett, which has greatly missed former ECD Richard Irvine since the latter’s transfer to Tokyo late last year.
The appointment ends one of the 2008’s largest pitches, involving eight agencies including JWT, O&M, PublicisJimenezBasic, TBWA/SMP and Y&R. Agencies were briefed to create a single unifying campaign theme for traditional and non-trad media.
Benjamarie Serrano, president of Vista Land said: "We were truly impressed by how Leo Burnett approached the challenge — with a strategic analysis of the current social, economic and emotional situation among Filipinos about their ‘dream home’, plus the fact that it had a very organized and passionate team."
On winning the business, Burnett managing director Raymond Arrastia said: "Our team presented well-crafted strategic thinking supported by through-the-line disciplines. Our approach, from strategy to creative presentation, clearly defined the human purpose of Camella. The work we presented – from TV, radio, print to digital, CRM and activation – showcased our new HumanKind philosophy. Creativity truly has the power to transform human behavior."
The elephant in the room, of course, is Camella’s founder Manuel Villar, ex-Speaker of the House who is widely assumed to have presidential ambitions. An agency that can sell affordable housing can definitely sell a populist politican. Is this an audition for a much bigger campaign?
