After a five-way, two-round pitch for one of the prime accounts in the local banking industry, McCann Erickson wins the Bank of the Philippine Islands (BPI) portfolio.
The agency was awarded full creative duties for BPI Credit cards, Preferred and AMTG (Asset Management and Trust Group), Deposits, BPI Express Online, BPI Direct, and Institutional.
McCann Erickson also remains as the incumbent agency for BPInoy and BPI Family brands, which includes Housing Loans, Auto Loans and SME.
Other global networks involved in the pitch were Lowe, BBDO, Dentsu and Publicis.
McCann Erickson’s Managing Director Nandy Villar says, “It is a privilege for McCann to contribute to the continuing brand-building of an institution that bears a rich heritage such as BPI.”
Y&R, which is the incumbent agency, withdrew for undisclosed reasons. Presentations were made during the last week of January.
adobo magazine. The Word on Advertising.
