Bates emerged the winner after a final round of pitching with WPP rival JWT, Golden and Leo Burnett. Saatchi & Saatchi and Lowe contested an earlier round of presentations.
"It's a big win for us," said Tue Nguyen, the MD of Bates141 Vietnam. "There was good energy between us from the start, and we're looking forward to working with them as long-term strategic partners."
The Philippine fast-food chain, which has nine stores in Vietnam, has its sights set on market leader KFC, which has more than 40 stores, and Korean rival Lotteria, which has around 20.
Fast food is a relatively new category in Vietnam, which has growing appeal among the increasingly wealthy urban-living youth.
"The opportunity is wide open for Jollibee - we want the brand to own the category," added Nguyen.
Jollibee hires Bates for Vietnam push
HO CHI MINH CITY - Jollibee has appointed Bates141 as its advertising agency as part of a push to expand in the Southeast Asian country.
