Come June 1, 2013, Carat Philippines will be handling the communication planning and buying and digital activities of the Max’s Group of Companies, one of the most successful dine-in restaurant chains in the Philippines. The account is worth USD 6million.
Talking about the win, Angelito “BoyP” Pangilinan, CEO Carat Philippines said,“I believe our proposed strategy and positioning is very much aligned to the brand’s rich heritage and vision. Our proprietary Consumer Connection System (CCS) database will give consumer insights and help define not just the brand’s media planning but help in the formulation of their marketing strategies as well.”
Carat won the deal following a pitch against Zenith Optimedia, Havas, Universal McCann, and the incumbent, Mindshare. “Carat is the media agency that we think will put balance into everything. It’s the agency that meets all of the qualities we were looking for in an agency – heart for the brand coupled with expertise and work passion. We look forward to a harmonious, inspirational and learning relationship with Carat,” said Bobby Simborio, corporate PR & media manager, Max’s Group of Companies. Currently Max’s has over 127 branches in the Philippines. The chain also has branches in the US, Canada, Australia, and the United Arab Emirates.
Gladys Basinillo, general manager and COO, Carat said, “It’s such a pleasure to be able to work for such an admirable and respectable institution like Max’s. They’ve been a part of the Filipino culture, everyone has an experience with Max’s and Carat will help them build new stories and share them with the next generation.”