TBWA executive creative director and managing partner Melvin Mangada said the agency will shortly kick off a multimedia campaign that will be "less retail, more total lifestyle. Less of the mind, more of the heart".
Mangada said the agency was aiming to start the campaign in the first week of March.
TBWA won the Ayala Malls account recently, beating agencies such as incumbent Ace Saatchi, Hemisphere Leo Burnett, and Jimenez Basic. These three agencies have at one time or another handled various Ayala advertising accounts.
