Unilever Philippines Chooses Ogilvy as Big Winner in Landmark Pitch
In a recent announcement, Unilever Philippines confirmed the appointment of Ogilvy & Mather Philippines (O&M) as the big winner in its pitch for the consolidation of creative leadership and digital roster agencies. The decision to consolidate was called in an effort “to create efficiencies and embark on longer-term partnerships with its agencies”, pitching a total of 29 brands across Personal Care and Home, Food and Ice Cream categories.
Ogilvy was awarded 17 brands for creative, and 7 brands for digital leadership after “showcasing a strong point of view on how to operationalise A.R.T. (Authenticity, Relevance and Talkability) through a step change in team structure, process and strategic thinking along with a long history of consistent expertise in Beauty, intimate knowledge of Moms and passion for the Unilever business.”
“The total Foods for both creative and digital now sit under the O&M roof. It now leads total Skin and Hair for Personal Care (except Creamsilk) as creative lead agency, and continues to handle Vaseline, Tresemme, Pond’s Men and All Things Hair under digital” reads the announcement.
Gina Lorenzana, Vice President for Personal Care - Unilever Philippines said: “Ogilvy has been an outstanding partner in growing our brands and delivering strong advertising especially on Dove, Eskinol and Pond’s. With their appointment as the lead agency in some of our biggest and most important Unilever brands, I look forward to even more progressive and innovative marketing programs. This will be much more integrated to further strengthen our brand equities, and make a real impact on the people we serve.”
Benjie Yap, Vice President for Foods and Home Care commented: "We are proud to partner with Ogilvy as one of our Lead Partner Agencies. Today's environment requires Unilever to collaborate with the best agencies and engage with our consumers 24/7 through all relevant touch points. With Ogilvy we believe our brands are best positioned to build a strong relationship with the people that we serve and continue to win in the market. "
“The partnership between Unilever Philippines and Ogilvy unleashed a number of award winning campaigns for our brands. As we push the boundaries of creativity further, we look forward to this renewed collaboration, especially in crafting ground-breaking and pioneering ideas that put people first and build brand love,” said Dennis Perez, Unilever Philippines Head of Media.
Ogilvy assignments are: Creative Lead and Digital for Total Foods (Knorr, Lady’s Choice, Best Foods); Creative Lead for Total Skin (Pond’s; Dove Masterbrand including Deos and Skin; Eskinol, Master, Skin Matters, Block & White, Lux, Manifesto); Creative Lead for Total Hair except Creamsilk (Dove Hair, Sunsilk, Clear, Toni & Guy); and Creative Lead and Digital for Vaseline, Pond’s Men, Tresemme, and All Things Hair.