TBWA\Santiago Mangada Puno, Creative Juice, Bates141, Campaigns & Grey and Publicis will contest a pitch.
The five-agency line-up has a brief to revitalise Paseo’s image in the Philippines.
Paseo launched in the Philippines soon after the brand was introduced in its home market in 1998, with a campaign by McCann Erickson promoting Paseo’s soft qualities. The brand’s marketing budget is said to be substantial, and will be controlled from APP headquarters in Jakarta. News of the pitch came a month after a pitch for Paseo in Indonesia stalled due to agency withdrawals. One agency - Lowe - pulled out because it objected to APP’s environmental track record.
The Sinar Mas-owned company has been criticised by pressure groups for contributing to climate change by clearing large areas of protected Indonesian rain forest (Media, 16 April).
But according to a source close to the review, APP claims allegations of illegal logging have been fuelled by competitors such as Kimberly-Clark to tarnish its image.
APP on the lookout for new creative agency
MANILA - Asia Pulp & Paper (APP), the under-fire Indonesian paper giant, is searching for a creative agency to relaunch its Paseo tissue brand in the Philippines.
