Universal McCann Philippines managing director Venus Navalta said “hit or miss” concepts could now be avoided: “In the past, content originated exclusively from our media partners, which has given clients only a certain degree of customisation.
We’re ushering in a wider spectrum of possibilities. We will speed up the development process, cutting down the response time between brand and media partner.”
UM Entertainment is scheduled to open officially in the last quarter of this year. Key Universal McCann clients Globe Telecom, Johnson & Johnson, Coca-Cola and Jollibee are slated to use the service.
Boncan, who ends a 12-year career with GMA, has worked with Universal McCann on a number of branded content projects in recent years.
“We aim to surprise clients with ventures they never thought could be branded, in the very engaging fashion for which Universal McCann is known.”
