Carat Philippines wins Asia Breweries

The agency will take on the responsibility of communications planning, buying, digital, OOH, events management, and PR. The incumbent is Mediacom.

Making the announcement of the win, Angelito 'Boy P' Pangilinan, chief executive officer of Carat Philippines, said, “This group is a planner’s dream: Several market leader brands and a few challenger brands. Carat is committed to fully supporting the marketing plans and strategies of all companies in the group, and together we will grow each and every brand.”

Miguel Ramos, chairman of Aegis Media Philippines, noted that the appointment is an exciting opportunity that allows the agency to partner with the brand, which is a big part of Filipinos’ lives.

Michael Ngo, AVP for marketing, media and budget at Asia Brewery Inc, meanwhile said, “We are very happy to hear about the ongoing infusions of more and more talent to Carat Philippines, hence pleased to announce the consolidation of all Asia Brewery and Interbev brands under Carat this year.”

Recently, Carat Philippines won the Tanduay Distillers account without an agency review. Tanduay is the hard-liquor sister company of Asia Brewery. In August 2010, Carat Philippines was awarded the media duties for four Asia Brewery brands.