The agency will take on the work as an agency of record from 1 January next year.
It is understood ZenithOptimedia beat out MEC and Mindshare in the pitch that lasted several months. Incumbent UM, which had held the Globe Telecom business since 2006, was also part of the final submissions. Former UM managing director Venus Navalta (pictured), who left that role in 2009 and joined ZenithOptimedia Philippines as chairman in June last year, headed up the agency's winning pitch effort.
Globe Telecom is considered one of the top three advertisers in the Philippines, with a reported annual media spend of up to US$45 million.
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