THE PHILIPPINES, DECEMBER 7, 2011: Bates Asia’s Philippine agency is poised to end the year on a high after winning new business from Ivi Collagen, Lee Jeans and Hershey’s chocolates. Both Ivi and Lee were awarded without a pitch, while Hershey’s below-the-line brief was won following a review.
Lee’s brief calls for an adaption of advertising and below-the-line work and marks the first time the apparel brand had appointed a local agency. The client previously adapted work by Ogilvy & Mather Shanghai in-house. “We’re assuming that a large chunk of its budget will be below-the-line since their thematic campaign is an adaptation,” said Mitos Borromeo, Chief Strategy and New Business Consultant at the Bates Manila office.
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Hershey’s, which is aligned with Euro RSCG, awarded its below-the-line brief, which can be bidded outside the alignment. “We’re assuming that their BTL spend will be equal to its ATL spend, if not more,” said Borromeo.
World Impact previously handled Ivi, the collagen beverage brand, which has given Bates its advertising brief. “Ivi is still concentrating on ATL spend as it’s still in its launch phase,” she said.
Borromeo described the collagen category as huge in value terms due to the product’s high prices. While the two main players are MET and Ivi in the ingestibles category, there are numerous players in the topical category, with several brands, including Belo brands claiming collagen as one of their ingredients.
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