Cosmetic surgery powerhouse the Belo Medical Group has handed its media account of about US$1 million to Mindshare, following a presentation of credentials and media point-of-view.
The assignment covers the Group’s eight clinics, distinct from the personal care products handled by separate company Belo Essentials.
According to Mindshare country head Bunny Aguilar, the business came as a referral. "They [always went] direct, so we had to prove our value as a media agency in terms of planning and buying," he said. A highly visible buyer of outdoor media, the Group is known for billboards featuring its clientele of local celebrities.
With Mindshare known to be one of the more creative media independents, Aguilar says, "Definitely you will see some exciting stuff from us, particularly on digital."
