THE PHILIPPINES, OCTOBER 2011: Amon+Maneze & Partners (AMP) has announced that the agency will no longer be a member of the 4As soon after the Agency of the Year Awards concluded this year. While some industry sources speculate that the resignation was due to their loss in the Independent Agency of the Year category, the agency strongly reiterated that it is in no way connected. AMP’s official statement follows.
Unplugged and independent. A new adventure finally begins as we formally leave the 4As or the Association Accredited Advertising Agencies of the Philippines.
True independence was the spirit behind the Agency when we launched in March of 2007. After all, what could possibly possess the Managing Partners to leave their executive positions and fat salaries in some of the largest multinational advertising agencies in the country to start from scratch?
But we had always dreamt big. Never interested in being called a "shop" or "boutique", not that there’s anything wrong with that, but that wasn’t really our cup of tea. We joined the 4As immediately, entered every possible award show, and took home metal along the way.
Slowly, and sometimes painfully, we clawed and scratched to win one client at a time, pitching against the biggest and largest, independently, without the benefit of any multinational network or affiliation.
Brick, by painful brick, until we were able to put together the blue chip client list that we take so much pride in today. In 2008, we even hit #15 in the official 4As agency rankings, after just barely 2 years in official operation.
But, as we’ve discovered, independence is an itch that is impossible to scratch. True independence that is. And so, again, we have decided to go on our own, with our work and reputation tucked confidently under our wings. Upbeat. Happy. And excited.
And, we’re pretty sure that the P75,000 pitch fee that clients don’t have to pay us now for new biz will make them extremely happy as well.
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