Initiative wins media AOR for Century Pacific Food and Shakey’s Pizza Asia Ventures

IPG Mediabrands agency Initiative has won the media AOR for Century Pacific Food (CNPF) and Shakey’s Pizza Asia Ventures (SPAVI) in the Philippines.

CNPF oversees brands like Century, Argentina, 555, Ligo, and Birch Tree. SPAVI is a major player in the food service sector, managing brands such as Shakey’s and Potato Corner. 

The incumbent for the account was Publicis Media. According to research and data consultancy, COMvergence, the account size is between $15 million and $20 million.

Initiative will handle all media responsibilities for these brands in the Philippines, providing media planning and buying across various categories, including canned and frozen meats, seafood, culinary products, dairy, as well as restaurant and kiosk operations.

“We look forward to hit the ground running with our new media partner Initiative,” said Greg Banzon, the executive vice president and chief operating officer at CNPF. “Our business is in growth and investment with a diverse portfolio of market leaders, strong challengers, emerging brands, and innovations, each with its own set of business needs. We are excited to work with a partner who can help us navigate the evolving media landscape to bring our brands closer to our consumers.”

Initiative is currently going through a regional leadership reshuffle which has seen APAC president James Smyllie depart.