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Initiative wins Le Mineral’s account

INITIATIVE Philippines, the culturally-driven media agency within IPG Mediabrands, has been appointed by bottled water brand LE MINERALE. Part of the PT Mayora group, LE MINERALE Mountain Mineral Water was launched in August 2017 with a reported ad spend of 1.5Bn php.

IPG Mediabrands, the global media arm of Interpublic Group (NYSE: IPG), launched the new INITIATIVE agency office in the Philippines in mid-2017, to service clients such Reckitt Benckiser, Energen, Bonchon, UNICEF, Bounty Fresh and Ayala Malls.

While a new player to the Philippines in 2017, the INITIATIVE global network is powered by more than 3,200 people across 80 countries. Account wins such as Mead Johnson, LEGO and PRU Life UK, as well as the global Amazon and Carlsberg business, cemented INITIATIVE Philippines ranking at the top of R3’s New Business League Table at the end of 2017.

INITIATIVE Philippines is led by Managing Director David Trovell who has more than 20 years industry experience spanning the UK, Australia and the Philippines. Trovell has been recognized with multiple awards for his influential strategic work including 4 Cannes Lions and the Australian Media Grand Prix.

Commenting on the client appointment Mr Trovell said, “The media industry is built on trusted partnerships. To have a client demonstrate their trust by awarding us additional business is testament not only to the strong team we have built here at INITIATIVE Philippines, but also to the strength of our cultural branding market proposition.”

Mike Tandas, Le Minerale Marketing Manager – Beverage commented, “The appointment is testament to the great job that Initiative has done in helping us grow Energen. They truly understand our business and have demonstrated time and again that they can be trusted to deliver results.”

INITIATIVE’S appointment as agency of record to the Le Minerale business is effective immediately.