After seven months of deliberation, Philippine shopping giant SM Retail finally decided on an Agency of Record (AOR).
Beginning April 1, MindShare Philippines is now AOR for its non-department store business, which has a projected adspend of Php65 Million (US$1.6 Million).
MindShare General Manager Bunny Aguilar said that the SM realized the benefits of consolidating its media budgets in return for greater value and called for a pitch among its many media agencies last September. One of the biggest advertisers in Philippine print, SM Retail already wielded amazing clout with the print media and negotiated for the lowest rates in the business.
To win over this retail king, MindShare offered its skills in portfolio management and promised greater media values and better clash management among its many stores.
One of the two divisions under the media independent Group M, MindShare now controls the media spending for SM’s affiliate stores. This includes SM Appliance Center, ACE Hardware, Toy Kingdom, Our Home, Homeworld, kultura, Sports Central, Supplies Station, Surplus Shop and Baby & Co.
