MANILA – Ogilvy & Mather Philippines recently announced that it was awarded a significant amount of brands under the banner of Unilever Philippines. The pitch was called for by Unilever in November 2015, and the decision to consolidate was made in an effort to “create efficiencies and embark on longer-term partnerships with its agencies,” according to the agency’s announcement.
Out of the 29 brands across Personal Care and Home, Food, and Ice Cream categories that were up for pitching, Ogilvy was awarded 17 brands for Creative Lead and seven brands for Digital agency. Unilever indicated that Ogilvy won these brands after “showcasing a strong point of view on how to operationalize A.R.T. (Authenticity, Relevance, and Talkability) through a step change in team structure, process, and strategic thinking along with a long history of consistent expertise in beauty, intimate knowledge of moms, and passion for the Unilever business.”
The announcement further stated, “The total Foods for both creative and digital now sit under the Ogilvy Philippines roof. It now leads total Skin and Hair for Personal Care (except Creamsilk) as creative lead agency, and continues to handle Vaseline, Tresemme, Pond’s Men and All Things Hair under digital.”
Gina Lorenzana, Vice President for Personal Care – Unilever Philippines said, “Ogilvy has been an outstanding partner in growing our brands and delivering strong advertising especially on Dove, Eskinol and Pond’s. With their appointment as the lead agency in some of our biggest and most important Unilever brands, I look forward to even more progressive and innovative marketing programs. This will be much more integrated to further strengthen our brand equities, and make a real impact on the people we serve.”
“We are proud to partner with Ogilvy as one of our Lead Partner Agencies,” says Benjie Yap, Vice President for Foods and Home Care. “Today’s environment requires Unilever to collaborate with the best agencies and engage with our consumers 24/7 through all relevant touch points. With Ogilvy we believe our brands are best positioned to build a strong relationship with the people that we serve and continue to win in the market. “
“The partnership between Unilever Philippines and Ogilvy unleashed a number of award winning campaigns for our brands,” said Dennis Perez, Unilever Philippines Head of Media. “As we push the boundaries of creativity further, we look forward to this renewed collaboration, especially in crafting ground-breaking and pioneering ideas that put people first and build brand love.”
Ogilvy is now the Creative Lead and Digital agency for Unilever Total Foods (Knorr, Lady’s Choice, Best Foods); Creative Lead and Digital for Vaseline, Pond’s Men, Tresemmé, and All Things Hair; Creative Lead for Total Skin (Pond’s, Dove Masterbrand including Deos and Skin, Eskinol, Master, Skin Matters, Block &White, Lux, Manifesto) and Creative Lead for Total Hair except Creamsilk (Dove Hair, Sunsilk, Clear, Toni & Guy).
