Ginebra San Miguel consolidates creative business
In a major consolidation, the first-ever Philippine gin and the largest selling gin brand in the world – Ginebra San Miguel, Inc. (GSMI) – is shifting its end-to-end creative duties to Aspac Creative Communications. The agency will oversee brand communication strategies, content creation and executions to value-added offerings such as digital asset development and management, shopper marketing and public relations across all the products under the GSMI portfolio, ranging from Ginebra San Miguel, Ginebra Premium Gin, GSM Blue, Primera Light Brandy ad and Vino Kulafu among others.
Ginebra San Miguel, a 180 year-old brand is seen to be an integral part of the cultural fabric for Filipinos. Apart from being the world’s largest-selling gin brand awarded around the world, they are one of the biggest advertisers in the Philippine scene.
GSMI previously worked with multiple agencies before consolidating its agency partnerships through a formal review held in August. It previously worked with Lowe Philippines for Ginebra San Miguel, the gin market leader and GSM Blue, a variant for a younger market; and AMP (local agency) for Primera Brandy.
Commenting on the win, Susan Dimacali, Chief Executive Officer of ASPAC Creative Communications Inc. shared “2016 will be a massive year for the brand with huge plans for GSMI as we continue on our growth trajectory. This partnership, the largest for ASPAC to date, will help us to take these plans to the next level and land some really ground-breaking, famously effective work. When it comes to brands looking to innovate and deepen their creative footprint, we couldn’t be more excited to work on a gem such as Ginebra San Miguel.”
ASPAC is a creative agency of long standing reputation in the Philippines. Founded originally in February 1975, ASPAC was awarded the Independent Agency of the Year in 2010 and 2013 by the Association of Accredited Advertising Agencies of the Philippines (4As). The agency has a current staff strength of 62 across the group.
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