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