MANILA MindShare has outgunned contenders in a highly competitive three-way pitch to land the United International Pictures business for the Philippines.
The agency beat incumbent Maxus and IPG Mediabrand for the contract, which kicks off in January 2015 and covers strategy, planning, buying and analytics across all media.
“Considering MindShare has no background in the entertainment industry, the team presented innovative ideas and demonstrated a balance in the kind of media to be used,” said Katrina Colobong, marketing manager, United International Pictures.
MindShare Philippines CEO Sunitha Gopalakrishnan added: “The United International Pictures win is extra-special as it adds the ‘Entertainment Sector’ to our repertoire. With popcorn (Conagra Foods), and sodas (PepsiCo) in our client portfolio, we can now offer a complete movie experience! We believe our winning edge was our non-conformist approach founded in our original thinking. We are proud of this win and enthused to partner UIP to engage consumers with their schedule of exciting new movies releases.”
United International Pictures is jointly owned by Paramount and Universal and, with its network of offices and licensees, has a presence in almost 100 territories around the world.
Photo: Teenage Mutant Ninja Turtles from United International Pictures
