The win was announced by Angelito ‘BoyP’ Pangilinan, CEO Carat Philippines, the agency says it was awarded the account following a credentials presentation. The incumbent was Mediacom.
Tanduay Distillers Inc. is the leading manufacturer of rum in the Philippines and recognised to be one of the top competitors in the world liquor market. Estimates on the billings range from $33 million to $7 million.
Carat will assume responsibility for communications planning, buying, digital, OOH, events management, PR and creative media material for the First Five Tour and RhumRockfest events. The brands under Carat’s remit include Tanduay 5 Years, Tanduay ESQ, Tanduay 65, Gin Kapitan, Boracay Rum, Cossack Blue, Embassy Whisky, London Gin, Barcelona Brandy and Mardi Gras.
Paul Lim, VP Tanduay Distillers Inc said, “We were very impressed with the Carat credentials presented to us and with the synergy of the old and the new. We are excited to see how Carat will help us cement our position as World Class Philippine manufacturers of rum.”
“We understand that the trust factor was key in winning Tanduay. We take that trust very seriously and will look forward to growing their various brands,” BoyP added.
Ashish Bhasin, chairman India & CEO South East Asia Aegis Media says the win affirms the network’s recent restructure. “We are happy to see the new management team already bringing in such spectacular success in a relatively short time. Our optimism for the Philippines stands even further enhanced by this significant win, and I am sure Miguel, BoyP, Mike, Gladys and their team will build on this in the months ahead,” he said.
The account will be led by Gladys Basinillo, general manager Carat Philippines who described Tanduay as “the new breed of clients who know exactly what they want. Carat Philippines will make it happen and will complement Tanduay’s energy by providing the total communications solutions necessary in achieving their goals.”
