The agency beat Hemisphere Leo Burnett, the Sinson Lascano Group and incumbent Gallardo and Associates to the account, worth about P100 million (US$2 million) in annual billings.
According to Randy Aquino, Jimenez D'Arcy's research and strategic planning director, Coca-Cola's brief for the agency was to establish "a clear strategic delineation between Coke and Pop-Cola and for us to tap into the low-income youth segment and to continue the growth of the brand". While Coke was the leading soft drink brand in the country, Aquino said Pop-Cola had been registering a higher sales growth rate, which "was way beyond expectations".
