Gina Navarette, Greenwich president and general manager, said: "After three years with our incumbent agency, we wanted to see what other options were out there in terms of fresh creative thinking and new ways of talking to our customers. "
Navarette said the country's current economic problems had resulted in fewer store visits for the entire fastfood industry, while competition in the quick service restaurant business concurrently intensified. Despite this, Greenwich's sales and market share continue to grow.
At present Greenwich has 233 stores nationwide. Sales are estimated to be close to PhP 4 billion (US$73 million) this year.
Navarette said that Greenwich ranks third in total adspend among fastfood/ quick service restaurants, behind Jollibee and McDonald's. The bulk of Greenwich's media spend goes to television advertising.
Greenwich is owned by Jollibee Foods Corporation, which acquired the homegrown brand in 1994.
Three battle for Greenwich Pizza creative account
Greenwich Pizza, the leader in the local pizza market with nearly 60 per cent share, has opened its account to pitch, with incumbent McCann Erickson, Harrison Communications, FCB and JimenezBasic contending for the business.
