The agency won the account in a two-way pitch against BBDO Guerrero Ortega, the incumbent.
The 555 assignment is worth 70 million pesos (US$1.25 million) and is the biggest single brand of canned foods in the Philippines. The 555 brand competes in the mid-priced category.
Last year, adspend for corned beef totalled 680 million pesos. In the first two months of 2004, adspend already hit 49 million pesos.
PCV is looking at a tri-media campaign for 555.
PCV also handles Century Tuna, Blue Bay Tuna and Angel Evaporated Milk, which are owned by Century Pacific Group of Companies, the same manufacturer of 555.
