IPG Mediabrands agency Initiative has secured media AOR for Century Pacific Food (CNPF) and Shakey's Pizza Asia Ventures (SPAVI) in the Philippines.
CNPF manages brands such as Century, Argentina, 555, Ligo and Birch Tree. SPAVI is a leading player in the foodservice sector, managing brands such as Shakey's and Potato Corner.
The account is being managed by Publicis Media and is valued at between $15 million and $20 million, according to research and data consultancy COMvergence.
The initiative will handle all media responsibilities for these brands in the Philippines, providing media planning and buying across various categories including canned and frozen meat, seafood, culinary products, dairy, restaurant and kiosk operations.
“We look forward to working closely with the New Media Partners Initiative,” said Greg Banzon, executive vice president and chief operating officer at CNPF. “Our business is in the midst of growth and investment, with a diverse portfolio of market leaders, strong challengers, emerging brands and innovations, each with their own unique business needs. We're excited to work with a partner who can help us navigate the evolving media landscape and bring our brands closer to consumers.”
The initiative is currently undergoing a restructuring of its regional leadership, with APAC president James Smyllie set to step down.
