Goldilocks returns media to SMG Philippines, plots further regional expansion

This appointment marks the return of the account to SMG after it had been with Mindshare for close to three years, said Joanna Mojica, managing director of SMG Philippines.

Goldilocks called the pitch, which involved another two unnamed agencies, in November. The annual contract has seen the agency start working with the brand on its plans for 2013.

Being the media agency of record, SMG will support the brand in its advertising and communications activities and take on all media planning and buying for the leading bakeshop chain in the Philippines.

The homegrown brand has grown from 10 employees and two display stands to become a global brand, expanding to over 250 stores in the Philippines and overseas.

With outlets in the US and Canada, Goldilocks has opened stores in Thailand and is poised to tap other markets, including Singapore and Hong Kong.