Holcim cement appoints Carat as its media partner in the Philippines

Carat Philippines has been appointed to handle the media planning and buying business for Holcim.

The cement company invests heavily in reaching out to its customers and the account, which was won without a formal pitch, is a “substantial addition to the agency”, says Mike Ochosa, managing director at Carat Philippines.

“Carat was invited to present its credentials and after a series of discussions the account was moved to us. The client was looking for a new perspective regarding their media choices. Being a true independent, Carat apparently provided a third point of view - client and creative agency being the first two - that provides a check and balance if you will,” he says.

The partnership officially begins in January next year, but Carat is already heavily involved in the on-going planning process. Being different from the regular consumer brands, Mike says, “The challenge really lies in the task of moving from industrial marketing to a more consumer centric approach. We will definitely be learning new stuff, recommending new ways of doing things but certainly will grow together with our new partners.”