United Laboratories Phils (Unilab), the Philippines’ fourth-largest advertiser* and a 100% local account, has called a pitch for its media Agency of Record business, estimated at over P140 million. Reportedly vying for the business are Mindshare, Universal McCann, and the incumbent Starcom.
Distributed in Southeast Asia, Unilab owns many of the market’s blockbuster brands, such as Alaxan, Biogesic and Enervon. It also has large brands in children’s vitamins and feminine hygiene. With a penchant for big-ticket endorsers (including Manny Pacquiao), the brand is ripe for media-independent and network-produced work. A corporate campaign by the McCann Worldgroup late last year enjoyed healthy spend on both print and outdoor.
An advertiser’s ‘Media Agency of Record (AOR)’ is the agency which buys all media for that advertiser regardless of which creative agency produces it. Unilab’s current creative agency roster includes Lowe, McCann, Publicis, Publicis JimenezBasic and Y&R.
* for total 2008, based on AGB Nielsen
