IPG Mediabrands, the global media arm of Interpublic Group (NYSE: IPG), topped the agency rankings for the latest Research Company Evaluating The Media Agency Industry (Recma) Qualitative Evaluation Report.
The agency, which includes UM Philippines and the newly launched Initiative Philippines, has gained 20 points in two years, reaching the high-profile status and top ranking.
In the recent Recma Philippines Domestic Report, IPG Mediabrands has been ranked as the No. 1 agency in the country—one of only two agencies to achieve the “High” ranking status across all criteria. The agency was evaluated for its activity volume, client portfolio, new business balance, vitality and agency structure.
IPG Mediabrands agency UM Philippines has enjoyed a standout year winning 10 major client pitches, including Coca-Cola, Del Monte, Union Bank, Megaworld (Digital) and Fine Hygienics Digital.
Initiative Philippines was launched in mid-2017 and has already seen major success; winning client pitches for Reckitt Benckiser, Mead Johnson, PT Mayora (Le Minerale), PRU Life UK and Lego.
Since entering the market in 2015, IPG Mediabrands have demonstrated consistent growth, expanding their remit with the launch of multiple new divisions, including the Marketing Sciences/Business Analytics center of excellence; Ensemble, the content marketing and activation agency; Cadreon, the ad-tech specialist unit; Rapport, the out-of-home (OOH) media buying and planning agency; Initiative, the cultural branding agency; and, most recent, the full-service digital- and content-marketing agency Reprise. Not surprising with the protracted growth, their talent base has increased by more than 1,200 percent.
“When Mediabrands entered the Philippines market in 2015, its young leadership team envisioned a forward thinking marketing communications agency that provides innovative solutions to all of its clients’ business challenges. It was a lofty ambition for a small newbie who was struggling to get invited to pitches,” said Venus Navalta, chief executive officer of IPG Mediabrands Philippines.