Staff Reporters
Aug 29, 2024

Initiative wins media AOR for Century Pacific Food and Shakey’s Pizza Asia Ventures

The Philippines-only remit will cover media planning and buying across the two brands’ various categories of products.

Initiative wins media AOR for Century Pacific Food and Shakey’s Pizza Asia Ventures

IPG Mediabrands agency Initiative has won the media AOR for Century Pacific Food (CNPF) and Shakey’s Pizza Asia Ventures (SPAVI) in the Philippines.

CNPF oversees brands like Century, Argentina, 555, Ligo, and Birch Tree. SPAVI is a major player in the food service sector, managing brands such as Shakey’s and Potato Corner. 

The incumbent for the account was Publicis Media. According to research and data consultancy, COMvergence, the account size is between $15 million and $20 million.

Initiative will handle all media responsibilities for these brands in the Philippines, providing media planning and buying across various categories, including canned and frozen meats, seafood, culinary products, dairy, as well as restaurant and kiosk operations.

“We look forward to hit the ground running with our new media partner Initiative,” said Greg Banzon, the executive vice president and chief operating officer at CNPF. “Our business is in growth and investment with a diverse portfolio of market leaders, strong challengers, emerging brands, and innovations, each with its own set of business needs. We are excited to work with a partner who can help us navigate the evolving media landscape to bring our brands closer to our consumers.”

Initiative is currently going through a regional leadership reshuffle which has seen APAC president James Smyllie depart.

Source:
Campaign Asia

Related Articles

Just Published

14 hours ago

Tech on Me: Political tension meets platform drama

As big tech's entanglement with politics draws fresh scrutiny post-US election, Western platforms face a deepening trust crisis—from X's advertiser exodus to Meta's legal battles—while Asian tech firms vie to emerge as credible alternatives.

15 hours ago

Creative Minds: Heidi Kasselman on how pretending ...

From winging an internship in Johannesburg to leading creative at Clemenger Melbourne, Heidi Kasselman's unconventional path proves sometimes chaos is the best career plan.

16 hours ago

Spikes Asia 2025: In conversation with Torsak ...

Spikes Asia catches up with Chuenprapar to explore the power of humour in marketing communications and his advice for Thai agencies aiming to make a mark at this year’s awards.

17 hours ago

Yuu dominates Kantar's BrandZ Hong Kong ranking

DFI Retail's Yuu has conquered Hong Kong's brand landscape, outpacing even Cathay Pacific. Challengers are rising in both airlines and banking.