MANILA, PHILIPPINES — Initiative, the culturally-driven media agency within IPG Mediabrands, through its dedicated team, Crave, announced its appointment as the integrated media agency of record for Monde Nissin. The news comes after a competitive multi-agency pitch in July.
Following the win is the launch of Crave, the specialized team committed exclusively to servicing Monde Nissin. The remit will encompass all media and buying duties for the portfolio of brands across Monde Nissin and Monde M.Y. San. Powered by Initiative and bolstered by the invaluable expertise from the extensive IPG Mediabrands network, Crave is well-positioned to elevate the partnership to new heights.
Gen dela Peña, Media Communications Head of Monde Nissin, commented, “Initiative’s focus on business KPIs as the starting point for media decisions is exactly what we are looking for today. Given today’s complex media landscape, we are looking forward to how Initiative and Team Crave will guide us on how to plan media more efficiently and effectively, with a clear focus on achieving the right metric for success. We are excited to see how the agency will use its knowledge and expertise to help us drive our business further. We look forward to a meaningful partnership!”
Melody Laogan, Managing Partner of Initiative Philippines, said, “We are absolutely thrilled to partner with Monde Nissin and launch Team Crave. This marks the beginning of an exciting journey of pushing boundaries and changing the game together.”
Paul Atienza, Managing Partner of Initiative Philippines, added, “This epic win is testament to Initiative’s modern and outcome-driven approach to integrated strategic planning. We cannot wait to join forces and craft unparalleled consumer experiences to grow Monde Nissin brands through our Fame and Flow™ model.”
Initiative Philippines’ appointment is effective immediately.
