TBWASMP wins McDonald’s corporate communications business

MANILA – After parting ways with KFC, TBWA\Santiago Mangada Puno is teaming up with another well-loved food chain, McDonald’s after winning the brand’s the Corporate Communications Business.

Locally, the agency’s scope of work will see it handling the corporate communication aspects of the McDonald’s business, promoting the company’s values and culture to the Filipino public.

The TBWA\SMP managing partners shared the good news internally earlier today at a townhall meeting attended by no less than Ronald McDonald himself.


“McDonald’s has strong ties with TBWA\ offices in Europe and Asia,” said Melvin Mangada, Chief Creative Officer, TBWA\SMP. “Here in Manila, we are excited to be finally working with an iconic brand and inspired to be collaborating with clients who push for creative excellence.”

McDonald’s creative duties will be handled by Chino Jayme, Creative Director, TBWA\SMP. “Nothing can be more exciting than partnering with a company that stands for happiness–from its products to its people. The brand has been bringing smiles to the country for more than 30 years, and we are more than honored to help them spread that positive spirit,” commented Jayme.

TBWA\SMP is the Clio and Gunn Report’s Philippine Agency of the Year for 2016, and a six-time Philippine 4As Agency of the Year. They handle brands including Alaska Milk Corporation, Smart Communications, Oishi, and Nissan.

“To further support the aggressive growth of McDonald’s in the country, strengthening its corporate brand reputation across its many stakeholders has become a priority. We believe that the McDonald’s brand encompasses more than just the food and experience in our stores. Our corporate communications team is excited,” shared Margot Torres in an interview with adobo.

TBWA has been handling McDonald’s in major markets globally since 1984. But in the Philippines, McDonald’s maintains a long-time partnership with creative agency, Leo Burnett. However, the two are not completely cutting ties, Leo Burnett, is still in-charge of the brand’s ATL. This partnership has produced many award-winning campaigns including McTollbooth, Early Risers, and Beat the Mayweather to name a few. Leo Burnett is also behind the series of ads that were released during the height of the #ALDub, a love team produced by one of Eat Bulaga’s segments known as #Kalyeserye. 

KFC has also found a new home in Ogilvy & Mather.

Partner with adobo Magazine

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