Monde Nissin appoints Initiative as new integrated media agency

Monde Nissin has appointed Initiative Philippines, the culturally-driven media agency within IPG Mediabrands as its integrated media agency of record, according to the agency in a statement. The news came after a competitive multi-agency pitch held in July. 

Following the win is the launch of Crave, a specialised team committed exclusively to servicing Monde Nissin. The remit will encompass all media and buying duties for the portfolio of brands across Monde Nissin and Monde M.Y. San. 

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Melody Laogan, managing partner, Initiative Philippines, said, “We are absolutely thrilled to partner with Monde Nissin and launch Team Crave. This marks the beginning of an exciting journey of pushing boundaries and changing the game together.”

Initiative philippines’ appointment will be effective from September 2023. 

“Initiative’s focus on business KPIs as the starting point for media decisions is exactly what we are looking for. Given today’s complex media landscape, we are looking forward to how Initiative and Team Crave will guide us on how to plan media more efficiently and effectively,” said Gen dela Peña, media communications head of Monde Nissin. 

She further explains that Monde Nissin is excited to see how Initiative will help drive the business further and looks forward to a meaningful partnership. 

Initiative unlocks business growth and believes in the power of media to reshape the industry by balancing both what unites people and what makes them different. Initiative builds Fame and Flow for brands like Nike, Amazon, Merck, LEGO, and T-Mobile.

“This epic win is testament to Initiative’s modern and outcome-driven approach to integrated strategic planning. We cannot wait to join forces and craft consumer experiences to grow Monde Nissin brands through our Fame and Flow™ model,” added Paul Atienza, managing partner, Initiative Philippines. 

The agency works with over 9,000+ talents across 90+ markets. Initiative Philippines’ appointment follows the appointment of the agency as APAC media agency of record for global technology and manufacturing powerhouse, 3M, earlier this year. 

Initiative will handle all media and buying duties for the portfolio of brands across 3M’s Consumer Business Group segment, according to a statement by the agency.

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