First Philippine Holdings appoints BBDO Guerrero for identity campaign

Spanning print and online platforms, the campaign will also target students in a recruitment programme. It will also serve as an overarching theme across FPH’s different subsidiaries.

FPH manages various businesses, including energy and energy services, real estate, industrial parks, construction and manufacturing. 

Danny Gozo, FPH consultant for corporate communications, said BBDO managed to convey a real understanding of the values of the organisation. “But more importantly, they were able to portray this in a fresh and imaginative way, which will transform the way our stakeholders consider us,” he said.

The appointment was made after a pitch called earlier this year that involved three other undisclosed agencies.

A BBDO Guerrero spokesperson said the challenge of the brief was to bring out the new energy of the company in line with its new leadership. The brand's values are its compass in identifying the businesses it will pursue, and the agency found a way to flesh this out in a very modern and dynamic manner, the spokesperson added.