PHILIPPINES, AUGUST 23, 2010 – Asia Brewery Inc. (ABI) awarded the media accounts of four brands to Carat Philippines last week. These brands–Absolute Distilled Drinking Water, Summit Natural Drinking Water, 100 Plus Isotonic Sports Drink and Manila Beer–are expected to drive the growth of ABI’s total business.
The brewery’s appointment of Carat Philippines is the first salvo in the developments anticipated by the independent media agency. According to Carat Philippines Managing Director Mike Ochosa, the account was entrusted to them without a pitch, with their role as media agency clarified over several meetings and discussions. Ochosa expects challenges for the recently relaunched Manila Beer, as the beer category is already mature. However, he is confident that Carat’s process, which involves going back to the consumer, will be key to a successful approach. "We hope to use the objectives set by Client and help them grow these brands," said Ochosa.
