The roster is the first time the retail chain has pitched its US$2 million media buying business to appoint an AOR, previously preferring to work with smaller independent boutique agencies.
Rudy Villar, senior assistant vice-president for marketing at SM Retail, commented: “McCann has been working with us on some creative assignments before, while MindShare presented good portfolio management to tell SM stories for the different placements that they would do for us.”
Rudy Villar, senior assistant vice-president for marketing at SM Retail, commented: “McCann has been working with us on some creative assignments before, while MindShare presented good portfolio management to tell SM stories for the different placements that they would do for us.”
Universal McCann will oversee media buying for over 30 shopping malls while MindShare will manage SM’s affiliated brands including Kultura, Toy Kingdom, Baby & Co, Ace Hardware, Our Home, Sports Central, Surplus Shop and Supplies Station.
Bunny Aguilar, MindShare’s general manager, said: “I believe this is one of the biggest pitches in the Philippines last year. It’s a thrill and a challenge to be part of their first media AOR. We look forward to setting up the structure with Universal McCann.”
