Both Ivi and Lee were awarded without a pitch, while Hershey’s BTL brief was won following a review.
It is the first time Lee Jeans has appointed a local agency, its brief calls for an adaption of advertising and BTL work. The client previously adapted work by Ogilvy & Mather Shanghai in-house.
Mitos Borromeo, chief strategy and new business consultant at Bates Philippines, said a large chunk of the budget from Lee Jeans is expected to be BTL as its thematic campaign is an adaptation.
While Hershey's is aligned with Euro RSCG, she noted that its BTL spend is expected to be equal to its ATL spend, if not more.
Commenting on the Ivi’s appointment, she added that the collagen beverage brand is still concentrating on ATL spend as it's still in its launch phase.
World Impact previously handled Ivi.
Mitos Borromeo stepped into lead role at Bates Philippines, after the departure of managing director Angel Antonio on 31 July.
