Jollibee hands global creative remit to BBH Singapore

Multinational fast-food chain Jollibee Food Corporation has appointed BBH Singapore as its global creative agency. BBH Singapore will be tasked to manage the brand and communications strategy and execution across International market projects.

Francis Flores, global brand CMO, Jollibee said: “We have some very exciting times ahead. We are looking forward to collaborating with BBH Singapore on a number of global initiatives.”

Meanwhile, John Hadfield, CEO of BBH Singapore, said Jollibee is a "great brand, run by great people", and that the agency aims to take the Southeast Asian brand to the world.

In recent times, Jollibee Food Corporation has been growing its presence in the region. In Sepember last year, Jollibee Food Corporation acquired The Coffee Bean & Tea Leaf brand for US$350 million, three months after it expressed interest. According to Jollibee, the acquisition of The Coffee Bean & Tea Leaf brand will mark as the fast food chain's largest so far with business presence in 27 countries. Jollibee aims to accelerate the growth of The Coffee Bean & Tea Leaf brand particularly in Asia, by strengthening its brand development, marketing and franchise support system.

Meanwhile it also has its eyes on markets such as Malaysia and Indonesia within the next few years. In a conversation with Marketing, Dennis Flores, head of Jollibee International Business, Europe, Middle East, Asia and Australia said these markets are key to the brand’s global growth due to possible “potential patronage from the local and Filipino community”.