TBWA\SMP wins corporate communications business for McDonald’s in The Philippines

TBWA\Santiago Mangada Puno has won the corporate communications role for McDonald’s in The Philippines.

Locally, the agency’s scope of work will see it handling the corporate communication aspect of the McDonald’s business, promoting the company’s values and culture to the Filipino public.

TBWA\SMP managing partners shared the good news at a townhall meeting. Chief Creative Officer, Melvin Mangada, announced that the McDonald’s addition to the company portfolio was a sign of good things to come in the year ahead.

“McDonald’s has strong ties with TBWA offices in Europe and Asia,” said Mangada. “Here in Manila, we are excited to be finally working with an iconic brand and inspired to be collaborating with clients who push for creative excellence.”

“To further support the aggressive growth of McDonald’s in the country, strengthening its corporate brand reputation across its many stakeholders has become a priority,” said Margot Torres, McDonald’s Philippines EVP and Deputy Managing Director.

“McDonald’s believes its brand encompasses more than just the food and experience in our stores,” added Torres. “Thus, we recognize the need for corporate branding. We are excited to work with TBWA in Manila for our corporate communications.”

Handling creative duties for the account will be veteran Creative Director Chino Jayme.

According to Jayme, “Nothing can be more exciting than partnering with a company that stands for happiness – from its products to its people. The brand has been bringing smiles to the country for more than 30 years, and we are more than honored to help them spread that positive spirit.”

Above the line duties for McDonald’s Philippines remains with Leo Burnett.