MANILA – Globe Telecom has handed its digital agency-of-record assignment to Havas Media Ortega (HVMO) following a three-way pitch, and has kicked off an online offensive to address recent service and coverage issues that attracted plenty of negative press.
HVMO will handle strategy, creative and media to meet the digital marketing needs of Globe’s Consumer unit. The win represents an expansion of HVMO’s relationship with the communications provider, which had earlier tapped the agency for its corporate account.
HVMO won the business in a final three-way shootout against OgilvyOne and ZenithOptimedia, which has been Globe’s media AOR since January 2012. GroupM’s newly acquired agency NetBooster since renamed Movent, had previously handled Globe’s digital account.
“This is a victory for data, analytics, strategy, creativity and integration. This is a testament to Havas Media Ortega’s philosophy of igniting meaningful experiences for the brands that we have been entrusted with,” said Jos Ortega, HVMO chairman and CEO.
Globe also tapped Aspac/Law to help it address image issues that cropped up after its network suffered service and coverage problems.
The independent shop won the assignment late last year and has to date unveiled two, two-minute online videos showing Globe being there at the worse of times for its customers.
‘Downpour of Love’ told the tale of a wedding that made headlines when the couple went ahead amidst a catastrophic event – last year’s devastating habagat storm. With Globe as their communications partner, the pair kept their nuptial plan on track. Using their Unli service registered the night before the wedding, the couple were able to handle the preparations and to inform guests that they were pushing ahead with the nuptials despite the flooding in the church.
The message was essentially: “For better or worse, through thick and thin, through text and calls, Globe will always make it possible.”
The second spot ‘Allstars’ was being seeded online by HVMO at press-time.
