Kenny Lim
Nov 4, 2008

Petron initiates creative review

MANILA - After appointing Starcom to its estimated US$10 million media account in July, Petron, the Philippines' largest oil company, has initiated a review of its creative agencies, putting incumbents Leo Burnett, Lowe and Ace Saatchi & Saatchi on alert.

Petron initiates creative review
According to a source, the oil firm has been securing credentials from agencies and would be drawing up a list on which other agencies it would invite to compete with its roster agencies. Based on its previous review in 2002, Petron is expected to finalise up to 10 agencies for its latest creative review.

Appointed agencies are supposedly contracted for two years before a mandatory review is carried out, but Petron has not been reviewing in the past few cycles.

The Filipino company would also hope to secure the services of its creative agencies by the end of this year as it starts to draw up plans for 2009 next January.

Leo Burnett is believed to hold the oil firm’s cars and LPG business. Saatchi handles its corporate and service stations while Lowe is tasked with its lubricants business.

Related Articles

Just Published

54 minutes ago

Agency Report Cards 2024: We grade 25 APAC networks

The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.

2 hours ago

Agency Report Card 2024: Cheil Worldwide

The need for diversification beyond its parent, across clients, talent and DEI efforts is no longer optional. It’s a business necessity.

2 hours ago

Agency Report Card 2024: Assembly

Assembly successfully pivoted to new sectors like healthcare and achieved B Corp certification. But revenue and operational hurdles must be addressed to solidify its position as a challenger agency.

2 hours ago

Agency Report Card 2024: TBWA

With bold campaigns, record-breaking new business wins, and a near-perfect client retention rate, the agency proved it could lead from the front. Yet, challenges in China and the pressures of rapid growth loom large—testing whether its ‘disruption’ can stand the test of time.