After a four-way shootout for the Bank of the Philippine Islands business, Y&R Philippines was the last agency standing.
BPI Senior Vice President – Consumer Banking Jojo Ocampo invited incumbents McCann Worldgroup (represented by Harrison Communications), Dentsu, Y&R and newcomer Lowe to a pitch late January. At stake was the account for their corporate, consumer and credit banking business, basically everything but the below-the-line and BPI Family Bank.
After an unusually thorough briefing, the agencies returned early February to present their integrated communication campaigns. Lowe and Y&R were quickly shortlisted for a second round of presentations. According to Y&R ECD Leigh Reyes, BPI wanted to see how certain messages would be communicated within the recommended campaign ideas.
After both candidates presented the new creative materials last February 26, BPI executives called Y&R’s President Chiqui Lara to say that her team had won the account.
