Racheal Lee
Jul 25, 2013

First Philippine Holdings appoints BBDO Guerrero for identity campaign

MANILA - First Philippine Holdings (FPH) has appointed BBDO Guerrero to create an integrated corporate campaign to define the conglomerate to its various stakeholders.

campaign-asia/content/fph_campaign_asia_468x312.jpg

Spanning print and online platforms, the campaign will also target students in a recruitment programme. It will also serve as an overarching theme across FPH’s different subsidiaries.

FPH manages various businesses, including energy and energy services, real estate, industrial parks, construction and manufacturing. 

Danny Gozo, FPH consultant for corporate communications, said BBDO managed to convey a real understanding of the values of the organisation. “But more importantly, they were able to portray this in a fresh and imaginative way, which will transform the way our stakeholders consider us,” he said.

The appointment was made after a pitch called earlier this year that involved three other undisclosed agencies.

A BBDO Guerrero spokesperson said the challenge of the brief was to bring out the new energy of the company in line with its new leadership. The brand's values are its compass in identifying the businesses it will pursue, and the agency found a way to flesh this out in a very modern and dynamic manner, the spokesperson added.

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Just Published

Premium
Japan gets to grips with programmatic technology
Premium
6 hours ago

Japan gets to grips with programmatic technology

In the second of our two-part series on the evolution of media in Japan, we explore an area that’s destined to become part of the mainstream planning and buying—as soon as enough people understand what it’s all about.

Premium
Will Pokemon Go sustain a turnaround for Nintendo's brand?
Premium
7 hours ago

Will Pokemon Go sustain a turnaround for Nintendo's ...

Having at last debuted in Japan (and Asia), Pokemon Go has boosted Nintendo’s market value dramatically. But what does it mean for the brand?

Premium
In-app ads and games dominate mobile Asia: Opera Mediaworks
Premium
7 hours ago

In-app ads and games dominate mobile Asia: Opera ...

Clickthrough on apps was found to be between 1.3 times to twice as high as mobile web clickthrough in all surveyed countries.

Premium
Insurer's first brand campaign offers slice of 'This Australian Life'
Premium
7 hours ago

Insurer's first brand campaign offers slice of ...

From Australia: 'This Australian Life', for TAL by BMF