Basic chalks up US$63 million in new business

<p>Basic Advertising Philippine's change in direction to focus on </p><p>local clients in favour of multinationals has paid off, with the agency </p><p>winning eight new accounts and now expecting to rake in billings of </p><p>about P1.6 billion (US$63.7 million) for 2000. </p><p><BR><BR> </p><p>The wins consisted of Asia Brewery, United Laboratories (Unilab), </p><p>College Assurance Plan, Chowking, Digitel, STI Colleges, Cebu Pacific </p><p>Airlines and Dole Philippines. </p><p><BR><BR> </p><p>Unilab - Asia's largest pharmaceutical firm - has assigned to Basic a </p><p>total of seven brands, including its vitamins and its cough and cold </p><p>line of medicines. </p><p><BR><BR> </p><p>Asia Brewery, meanwhile, has given the agency its new Lone Star beer </p><p>brand, which is on top of the Absolut and Summit water brands which </p><p>Basic currently services. </p><p><BR><BR> </p><p>The additional accounts have increased the agency's participation in two </p><p>key categories: healthcare and nutrition and food and beverage. </p><p><BR><BR> </p><p>Basic chairman and CEO, Minyong Ordonez attributed the wins to a change </p><p>in strategy which focuses on going after local clients rather than </p><p>multinational companies. </p><p><BR><BR> </p><p>"Our change of strategy is paying off. We now have better control and </p><p>continuity of our growth by concentrating on Philippine blue chip </p><p>accounts," he said. </p><p><BR><BR> </p><p>"To sharpen expertise and counselling to clients, Basic is investing in </p><p>customised and specific consumer research and media dynamics in the </p><p>provinces which are related to the food and beverage and healthcare </p><p>categories." </p><p><BR><BR> </p>