Philippines – Media agency Initiative has been appointed as the integrated media agency of record (AOR) for Century Pacific Food (CNPF), Inc. and Shakey’s Pizza Asia Ventures, Inc. (SPAVI), following their win in a competitive agency pitch.
As the AOR, Initiative takes charge of the companies’ media solutions across all brands, including canned and frozen meat, marine, culinary, dairy products, restaurant, and kiosk businesses.
“We look forward to hitting the ground running with our new media partner, Initiative. Our business is in growth and investment mode – with a diverse portfolio of market leaders, strong challengers, emerging brands, and innovations, each with its own set of business needs. We are excited to work with a partner who can help us navigate the evolving media landscape to bring our brands closer to our consumers,” Greg Banzon, CNPF executive vice president and chief operating officer, said.
“We are pleased to partner with Initiative, leveraging the efficiency of having one group handle our new portfolio of WOW! Brands. This collaboration aligns perfectly with our aspiration to deliver double-digit growth and enhance our brands’ visibility across multiple audiences and platforms,” Oli Sicam, SPAVI Group marketing director, said.
Initiative Philippines managing partner Melody Laogan commented, “We are thrilled to finally reel this in! The team is beyond energized with this new account and it also brings us closer to our goal of growing the agency to new heights!”
“We are grateful to the whole Century and Shakey’s team for entrusting their business to us. Both are a powerhouse of brands loved by every Filipino household. We are excited to collaborate with them to drive transformative growth for the entire CNPF and SPAVI portfolio through our Fame and Flow™ approach,” Paul Atienza, Initiative Philippines managing partner, added.
CNPF is home to household products such as Century, Argentina, 555, Ligo, and Birch Tree. Meanwhile, SPAVI’s brands include Shakey’s and Potato Corner.