THE PHILIPPINES, OCTOBER 5, 2011: BBDO Guerrero & Proximity Philippines expands its offering with the launch of a new shopper marketing agency under the network banner of Proximity Shop. The Manila office is the ninth in Asia-Pacific after Australia, China, Hong Kong, India, Indonesia, Malaysia, Singapore and Vietnam.
Proximity Shop, which will be fully integrated with BBDO Guerrero and Proximity Philippines, will cover all aspects of the shopper experience from retail design to in-store display.
Heading up the operation are Aya Montebon and Chin Pangan, founders of The Red Zone (TRZ), both experience in shopper marketing across a range of famous brands and clients.
Montebon was formerly Group Shopper Marketing Director at McCann Worldgroup handling the Coca-Cola business, while. Pangan was previously Associate Creative Director at Ace Saatchi & Saatchi working on a variety of brands such as P&G and The North Face. They founded TRZ in 2010 and worked on a variety of clients such as Havaianas and Victory Liner.
“The realization that the retail environment is a fertile ground for marketers is reshaping the way we do marketing,” said Montebon. “I can’t wait to start working with some of the most brilliant minds in the country in producing compelling work based on deep understanding of the shopper.”
Pangan added, “I’m excited to work with a team that will rethink the way we see in-store communications”.
Tony Harris, BBDO Guerrero/Proximity Philippines CEO, said, “Retail marketing, in all its aspects, needs to be considered as part of the entire communications mix and so we have spent considerable time finding the right candidates for this important launch. Aya and Chin bring the kind of local expertise that is crucial in looking at the specifics of the Philippines retail environment”.
