Century Pacific Food and Shakey’s Pizza pick new media agency

Century Pacific Food (CNPF) and Shakey’s Pizza Asia Ventures (SPAVI) have appointed Initiative as its integrated media agency of record (AOR). The appointment comes after the conclusion of an agency pitch which took place this year.

CNPF is home to household names such as Century, Argentina, 555, Ligo, and Birch Tree. SPAVI is a food service groups in the country, with brands under it including Shakey’s and Potato Corner.

Don't miss: James Smyllie steps down as president of Initiative APAC

Initiative has been appointed to all AOR duties for the entire group's portfolio. This includes integrated and comprehensive full-funnel media solutions for all of its brands and categories, spanning canned and frozen meat, marine, culinary, and dairy products, as well as the restaurant and kiosk businesses.

“We look forward to hitting the ground running with our new media partner, Initiative. Our business is in growth and investment mode – with a diverse portfolio of market leaders, strong challengers, emerging brands, and innovations, each with its own set of business needs. We are excited to work with a partner who can help us navigate the evolving media landscape to bring our brands closer to our consumers,” said Greg Banzon, CNPF executive vice president and chief operating officer.

“We are pleased to partner with Initiative, leveraging the efficiency of having one group handle our new portfolio of WOW! Brands. This collaboration aligns perfectly with our aspiration to deliver double-digit growth and enhance our brands’ visibility across multiple audiences and platforms,” added Oli Sicam, SPAVI group marketing director.

“We are thrilled to finally reel this in. The team is beyond energised with this new account and it also brings us closer to our goal of growing the agency to new heights,” said Melody Laogan, managing partner, Initiative Philippines.

“We are grateful to the whole Century and Shakey’s team for entrusting their business to us. Both are a powerhouse of brands loved by every Filipino household. We are excited to collaborate with them to drive transformative growth for the entire CNPF and SPAVI portfolio through our fame and flow approach,” added Paul Atienza, managing partner, Initiative Philippines.

The appointment of Initiative Philippines for both brands will be effective immediately as of 29 August 2024.

Prior to this, IPG Mediabrands has recently confirmed a restructuring of its Initiative agency regional leadership team, which includes the departure of James Smyllie, president of Initiative APAC.

This decision was made as part of a strategic realignment, which will see Leigh Terry assume direct leadership of Initiative APAC in addition to the wider IPG Mediabrands APAC network, the agency told MARKETING-INTERACTIVE exclusively.

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