Publicis Manila Chairman Matec Villanueva confirmed yesterday that it has won the advertising business of Liberty Telecom, which is backed by Qatar Tel and San Miguel Corporation.
In lieu of the usual pitch, the advertiser opted for a highly confidential credentials presentation. Sources said Liberty President Anastacio "Boy" Martirez had very stringent requirements for the agency team that would work with his marketing people. Aside from extensive telco advertising experience, he reportedly asked that the group be fully dedicated to his account for the next two years.
In the end, Martirez chose Publicis Manila over Lowe Worldwide Philippines.
Martirez first gained notoriety as a demanding client, when he led the marketing group of SMART Communications in the Nineties. His competitiveness brought SMART to the pole position in the industry and ignited the Telco wars, which drove Philippine adspend in all categories for many years.
When it launches the brand in 2010, Liberty will primarily focus on fixed broadband internet and voice service for premium households and small-and-medium enterprises, complemented by a mobile broadband offering. It also has plans to launch VOIP, offering competitive international package.