Philippines — Media agency Initiative has been named the integrated media agency of record (AOR) for Century Pacific Food (CNPF), Inc. and Shakey’s Pizza Asia Ventures, Inc. (SPAVI) after winning a competitive pitch.
As the AOR, Initiative will oversee media strategies for all of CNPF’s brands, which include canned and frozen meats, marine products, culinary items, dairy products, restaurants, and kiosks. SPAVI’s brands, such as Shakey’s and Potato Corner, will also be managed by Initiative.
Greg Banzon, executive vice president and chief operating officer of CNPF, expressed enthusiasm about the new partnership: “We are eager to start working with Initiative. With our diverse portfolio of market leaders, challengers, emerging brands, and innovations, we need a media partner who can help us navigate the changing media landscape and connect with our consumers effectively.”
Oli Sicam, Group Marketing Director at SPAVI, added, “Partnering with Initiative aligns with our goal of achieving double-digit growth and increasing brand visibility across various platforms. We are excited about this collaboration, which will streamline our media efforts.”
Melody Laogan, managing partner at Initiative Philippines, remarked, “We are thrilled to secure this account and are energized to start this new chapter. This opportunity brings us closer to our goal of growing the agency.”
Paul Atienza, also managing partner at Initiative Philippines, noted, “We appreciate Century and Shakey’s for placing their trust in us. We look forward to driving transformative growth for both CNPF and SPAVI through our Fame and Flow™ approach.”
CNPF’s product range includes popular brands such as Century, Argentina, 555, Ligo, and Birch Tree. SPAVI’s offerings feature Shakey’s and Potato Corner.