San Miguel Corporation has hired Jimenez D'Arcy to handle its Gold Eagle Beer and Miller premium. The incumbent agency was DYR Alcantara. Since D'Arcy also handles its Cali brand, it has been speculated that the move was driven chiefly by a need to consolidate the business. Portia Mirabuemo, account director at D'Arcy, said the agency would continue running the brands' existing campaigns. Gold Eagle is aimed at the working man, while the US-originated Miller brand is targeted at the upscale drinker.
The second reshuffle involved Asia Brewery's Lone Star Beer, which has been awarded to Euro RSCG after a five-agency shootout. "Asia Brewery is looking to resurrect its brand communications since it has been inactive for some time, and at the same time to launch a new variant, said Euro division manager, Agnes Dioso. "There is a need to improve overall brand image to appeal to a broader, more upscale and younger market."
Basic Advertising was the incumbent on Lone Star Beer.
