Hemisphere-Leo Burnett scoops $2.5m ISP brief

MANILA: Hemisphere-Leo Burnett has grabbed the US$2.5

million account of Pacific Internet, the fifth-largest ISP in the

country, from Ogilvy & Mather in a tight two-horse race.

Burnett is expected to re-launch the company's different products and

services, including web hosting and web design consultancy. The

advertising focus will be on the ISP's extensive global roaming network,

which covers 150 countries and 3,000 cities, said Burnett creative

director Edsel Tolentino.

He said the agency was originally meant to only handle advertising

promotions, butthe relationship grew to include corporate and market

planning as well as PR work.

Tolentino said Pacific Internet will rely on print and radio

advertising.

The ISP segment is one of the fastest-growing of the Philippines' IT

categories.

The number of ISP firms has ballooned from 30 in 1995 to more than 300,

with an online population of one million.