It’s official: Philippine Airlines, the country’s primary flag carrier, has appointed Leo Burnett Manila as their creative partner, following a pitch that included BBDO and O&M.
Burnett will develop through-the-line communication solutions focusing on PAL’s extraordinary competitive advantage: much more value for the same price. The agency is expected to address PAL’s challenge of finding a compelling, unique and differentiating space in the minds of air travellers.
Jaime J. Bautista, PAL president and chief operating officer, said: “We are excited to partner with Leo Burnett as we retool our marketing strategy to emphasize the truth – PAL gives the consumer so much more value for the same price. We were impressed by the agency’s deep understanding of the air traveler and the consumer environment we are in right now.”
On joining the select agency roster of PAL, Raymond Arrastia, Leo Burnett managing director, said: “The strategic thinking we presented was anchored on our new Humankind philosophy. We developed communications solutions always with the human purpose in mind.”
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