PHILIPPINES, OCTOBER 2010 – Consumer products giant P&G has named DentsuINDIO as Digital AOR for its baby products brand Pampers and feminine care brand Whisper. Yehey was the incumbent for both brands.
“Winning the digital business for these two prominent P&G brands illustrates the commitment they have in utilizing the digital channel as part of their communications mix. It’s an exciting time to be P&G’s partner in developing their digital marketing efforts,” says TJ Parpan, managing director of DentsuINDIO.
The Pampers account was awarded after a pitch involving undisclosed agencies earlier this year. Among DentsuINDIO’s efforts for the brand is the "Voted #1 Diaper/Dryness Challenge" campaign for Pampers Active Baby.
The Whisper Digital AOR was awarded after work formally commenced on the Pampers account. The agency came up with the “Girl Movement” campaign, which includes the televised Search for Whisper’s Super Dance Crew. The contest’s Facebook page had a strong push for auditions, sample dance videos, product information and wall posts to help spark interest in the search.
Parpan explains the role of digital in their campaigns: “We developed and managed the online components of these campaigns that utilize Facebook pages and their brand sites. There’s a strong emphasis on the integration between the online and offline components. Moving forward, there is the opportunity to create campaigns that are driven more by the online channels.”
