Holcim Philippines Inc., the country’s leading cement manufacturer, has appointed Carat Philippines to take charge of maximizing their media budget with emphasis on planning and efficient buying.
Holcim established its presence in the Philippines cement industry in 1974 and is engaged in the manufacture, sale and distribution of cement and clinker, as well as concrete and construction related products. Nationwide the company is powered by a strong workforce that forms part of their global network, as well as a worldwide resource of innovative minds.
Holcim products match the demands of engineers, architects and even homeowners. It is crucial therefore that they are well informed about the key advantages and benefits of their products.
According to Mino Espartero, Holcim’s Head of Marketing, “The expectation is to have a check and balance within our planning process, a third party point of view of the programs of the group, which includes us and our creative agency. This is the reason why we have selected a true independent media agency.”
“The communication directions of the brand are substantially different from regular consumer brands. We look forward to this challenge as it will allow us to expand our media choices and learn how to maximize them,” said Mike Ochosa, Managing Director, Carat Philippines.
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