Saatchi Manila wins La Tondena non-liquor work

MANILA: Ace/Saatchi & Saatchi has picked up beverage company La Tondena Distillers' bottled water and fruit juice drink brands from Ogilvy & Mather. The agency beat Lowe Lintas & Partners and Hemisphere-Leo Burnett in the pitch for the accounts. Spend on both accounts range between US$500,000 and $1 million a year. Saatchi will manage non-liquor products such as Viva Mineral Water, Wilkins Distilled Drinking Water, Magnolia Fruit Drinks, Magnolia FunChum and Zip Juice. The win comes as La Tondena begins transferring its non-liquor brands to Coca-Cola Bottlers Philippines. The two companies are subsidiaries of brewer and food conglomerate, San Miguel Corporation. Saatchi sources said the agency had been in close negotiations with La Tondena since August for the transfer of the media and creative accounts. The agency will handle full advertising and branding for the two major brand portfolios. Last year, revenue from the bottled water brands grew by 47 per cent, juice by more than 300 per cent and liquor by just 14 per cent.

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