Yesterday afternoon, United Laboratories Phils (Unilab), the Philippines’ fourth-largest advertiser,* awarded its estimated P140 million media agency-of-record business to two agencies: incumbent Starcom for mainstream media and outdoor specialist Kinetic for out-of-home (OOH).
“This is the industry’s first formal out-of-home AOR pitch, and of course we are elated to have won,” said Kinetic Country Manager Rey Inobaya. He looks forward to more OOH-only pitches, as the medium grows in prominence. Kinetic is currently the country’s only OOH specialist media agency.
Also vying for the coveted, 100% local account were Mindshare and Universal McCann. Unilab’s current creative agency roster includes Lowe, McCann, Publicis, Publicis JimenezBasic and Y&R.
* for total 2008, based on AGB Nielsen
