Max’s hands US$6 million media business to Carat Philippines

The account was won following a competitive five-way pitch. It is understood that the other four agencies involved included ZenithOptimedia, Havas, Universal McCann, and the incumbent, Mindshare.

Carat will be responsible for the brand’s communications planning and buying including digital strategy from June.

Bobby Simborio, corporate PR & media manager for Max’s Group of Companies, said Carat was chosen for its 'heart' for the brand, coupled with its expertise and work passion.

Angelito 'BoyP' Pangilinan, CEO of Carat Philippines, said the agency’s proposed strategy and positioning is aligned to the brand’s rich heritage and vision.

“We will leverage the brand's strong affinity and relationship with the Filipino consumers,” he told Campaign Asia-Pacific. “Most Filipinos have positive dining experiences at Max's and this is an excellent foundation for any communications strategy.”

Carat will also use its Consumer Connection System database to deliver consumer insights and help define the brand’s media planning and formulate its marketing strategies, according to the agency.

Max’s has over 127 branches in the Philippines. The chain also has branches in the US, Canada, Australia and the United Arab Emirates.