Publicis outguns rivals in race for $3m food brief

<p>MANILA: The US$3 million account for the Mega Sardines brand </p><p>has been won by Publicis-AMA, which edged out incumbent Asatsu-DK and </p><p>Caballero Worldwide Partners in a three-way race. </p><p><BR><BR> </p><p>Publicis-AMA has been awarded the creative, marketing and promotions </p><p>assignments. </p><p><BR><BR> </p><p>With a five per cent share of market following its 1998 launch, Mega is </p><p>looking to displace market leaders - Ligo and Young's Town. The brand </p><p>was launched by a subsidiary of Sea Gold Corporation, the country's </p><p>third-biggest fishing firm, to capture a share of the $1 billion </p><p>canned sardine market. </p><p><BR><BR> </p><p>More than six billion cans of sardines are bought by Filipinos each </p><p>year, making it the most popular basic commodity. But the market is a </p><p>crowded one with more than 20 local brands. Ligo and Young's Town each </p><p>hold a 30 per cent share of the market. </p><p><BR><BR> </p><p>Mega is also looking to export the brand by year-end. It has identified </p><p>the US, Canada, Saudi Arabia and Europe as target markets. In Asia, Mega </p><p>has launched in Thailand and Vietnam. </p><p><BR><BR> </p>