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.
