OUR CLIENTS
Our Success Stories

PHIL. PHOSPHATE FERTILIZER

The Challenge: Philphos’ share of the domestic fertilizer market was only 16%; brand awareness was low (ranked 6 out of 12 brands)*

Solution: Agency introduced the “Mag-Ani ng Husto, Mag-Philphos Tayo!” campaign. Target market: farmers nationwide. Choice of medium: AM radio nationwide. Creative medium: the revolutionary 10-minute Farmer’s program & agro-news plus the usual radio spots in radio “novela.”

In less than 2 years from the campaign launch, Philphos recall jumped to No. 2 in brand awareness*, next to Planter’s products and its share of the market increased from 16% to 29%. On the third year, Philphos became the undisputed leader, garnering 38% of the market.

Landmark Contribution: The revolutionary and successful Farmer’s Program which the Agency conceived to launch Philphos’ products has remained an institution in the agro-business sector and a similar format is still being used by Bayer, Hoechst and other agro-based companies to sell their products.

*PSRC surveys 1989, 1991

BOSTON BANK OF THE PHILIPPINES

The Challenge: How to introduce the American presence through the bank, originally COMBANK, at a time when mass sentiment against the American bases was high.

Solution: Agency’s creative strategy was to use the known attributes and landmarks of Boston such as the Boston Celtics (for sports)), the Boston Philharmonic (for music & arts), Boston’s MIT and Harvard (for education) in print ad series that saw publication in all major dailies for six months. Emphasis was also put on the partnership of the local bank with Bank of Boston, using its strength as a global financial leader. This was executed through the highly successful creative tag line, “Put Our Strength To Work For You.”

Landmark Contribution: In the 5th month of operations under the new name, the Bank attained a strong level of awareness, increasing its deposit base from P350 million to P675 million. On its 14th month, it ranked 9th from 16th in terms of deposits, resources and networth.

Agency’s recommendation for a one-look design in all its branches also paid off. Creative in-store merchandise such as product brochures, product posters, mobiles, POPs used by the Bank to sell its services set a trend in the industry. Eventually banks followed and now use these to create strong consumer appeal at the branch level.

TAGAYTAY HIGHLANDS

The Challenge: How to project and sell a world-class golf course by a first time developer, Belle Resources Corporation. It would start as a mere hole in the ground.

Solution: Agency launched a campaign conditioning the market that a world-class golf course was rising at the picturesque Tagaytay City by the Lake. Parallel to this, Agency researched and designed the classiest brochure to come out in the golf market, including its logo and signages. From a mere P300,000 initial offering for membership shares, Tagaytay Highland’s share doubled to P600,000 in less than 5 months in the market. Three years later, or by the time the course was playable, demands for its share had risen to P3 million per share, a feat never duplicated in the development sector.

Landmark Contribution: Since Tagaytay Highlands was a fledging project of Belle Corporation, Client sought the Agency’s help to develop a marketing group exclusively to sell its club shares. Agency designed, organized, recruited and trained investment counselors purely for this task. The approach the Agency utilized in training its counselors to sell was “exclusive and selective.” Other marketing groups now who sell shares are utilizing the same successful method. The now defunct marketing group of Tagaytay Highlands eventually spinned off to GG&A, the biggest and most prestigious marketer of club memberships in the country today.

SM

Our partnership with SM began with SM Appliance Center in 1988, in the retail print ad & radio category. In less than a year, SM Supermarket followed. In 1992, Agency launched the biggest promo in SM that involve the first cross promotions among its affiliates. Dubbed as SM’s “Disneyland Holidays,” the promo became the major publicity workhorse for the fledgling SM Supermalls. Being the first Disney mall event in the country, a benchmark in cross promotions for mall activities. The promo gave birth to the idea that products and services could be successfully cross-promoted with blockbuster movies and chief entertainment personae.

Because of the success of the campaign, the Agency subsequently became involved in all of SM malls’ thematic campaigns and tactical promotions.

Landmark Contribution: Agency coined the word “SM Supermalls” which is now used in the branding of all SM malls nationwide. It also gave  the name LIBRENG APPLIANCES ARAW-ARAW, the institutional promotion for SM Appliance during the 4th quarter of every year. Besides SM Supermalls, SM Appliance Center and SM Supermarket, the Agency also handled other affiliates such as SM Foodcourt, SM Cinema, ACE & Hardware Workshop, SM Bowling Center & Ice Skating Rink,  and SM Prime Holdings.