Petron has split its 250 million pesos (US$5 million) assignment three ways following a nine-agency shootout.
Charmaine Canillas, Petron's advertising and promotions manager, said the split would foster "greater focus on its different brands, but did not mean a bigger budget would be made available. "It just means we want things done in a more efficient way."
The incumbent on its fuel and corporate briefs, Ace/Saatchi & Saatchi, has been tapped to handle its fuel, service station and Treats convenience store. Hemisphere Leo Burnett will look after LPG cooking gas, while Lowe will handle the lubricants assignment.The incumbent on both accounts was Grey Philippines.
Canillas said the company had used a mathematical formula, assigning weights to different selection criteria, including strategic thinking and creative. "The top three agencies were the best but the ranking was really close. In some cases, the difference among agencies was just half a point, said Canillas.
The market leader, with revenues of close to US$2 billion last year, is closely tailed by Shell, with revenues of $1.9 billion and Caltex at $1.2 billion.
