TBWA\Santiago Mangada Puno Takes on McDonald’s Corporate Communications Role

Following months of speculation, TBWA\Santiago Mangada Puno welcomed their newest client to the Disruption family in the Philippines – McDonald’s.

Locally, the agency’s scope of work will see it handling the corporate communication aspects of the McDonald’s business, promoting the company’s values and culture to the Filipino public.

TBWA\SMP managing partners shared the good news internally earlier today at a townhall meeting attended by no less than Ronald McDonald himself. Chief Creative Officer, Melvin Mangada, announced that McDonald’s addition to the company portfolio was a sign of good things to come in the year ahead.

“McDonald's has strong ties with TBWA offices in Europe and Asia,” said Mangada. “Here in Manila, we are excited to be finally working with an iconic brand and inspired to be collaborating with clients who push for creative excellence.”

“To further support the aggressive growth of McDonald's in the country, strengthening its corporate brand reputation across its many stakeholders has become a priority,” said Margot Torres, McDonald's Philippines EVP and Deputy Managing Director.

“McDonald’s believes its brand encompasses more than just the food and experience in our stores,” added Torres. “Thus, we recognize the need for corporate branding. We are excited to work with TBWA in Manila for our corporate communications.”

Handling creative duties for the account will be veteran Creative Director Chino Jayme.

According to Jayme, “Nothing can be more exciting than partnering with a company that stands for happiness – from its products to its people. The brand has been bringing smiles to the country for more than 30 years, and we are more than honoured to help them spread that positive spirit.”

TBWA\SMP is the Clio and Gunn Report’s Philippines Agency of the Year for 2016, and a six-time Philippine 4As Agency of the Year. Their other clients include Alaska Milk Corporation, Smart Communications, Oishi, and Nissan.