According to sources, JimenezBasic won this specific account based on the strength of its activation capabilities. The change was also effected to consolidate the mobile commerce business under one agency. G-Cash represents a portion of the much larger Globe business, the bulk of which has been retained by Harrison, a sister company of McCann Erickson. Jimenez-Basic concurrently handles Touch Mobile, a second brand of Globe Telecom.
Launched last year with a splashy multimedia campaign, G-Cash likens the ubiquitous mobile phone to 'an electronic wallet', believed to be the first of its kind in the world. Consumers can use G-Cash for mobile payments, from sending money to settling bills to buying items.
This year's marketing efforts will concentrate on activation and experiential consumer education.
