Tribal DDB is AOR for WWF Carbon Footprint CampaignMarch 15th, 2011
WWF Philippines recently formalized its agreement with Tribal DDB as Agency of Record (AOR) for the Carbon Footprint Campaign following a three-way pitch against McCann and Dentsu.
Tribal DDB, part of the DDB group of companies, will handle the digital business and above-the-line services. “This is an important win for the team. Not only does this win provide creative opportunities, but we have the opportunity to influence people to do more for the environment [as well],” said managing director John Lucas.
According to WWF Philippines VP for marketing and corporate relations Reggie Olalia, Tribal DDB edged them out on the strength of their past work, digital strategy and team dynamics. “We sat through three top caliber presentations from the country’s biggest and most respectable agencies. We look forward to working on this campaign with Tribal DDB and hope to deliver a campaign that will encourage Filipinos to cut down on their footprint and inspire them to make a difference today.”
The locally driven campaign, said WWF Philippines marketing sales manager Anna Montenegro-Antonino, is entirely new. “It’s not a global adaptation. We wanted to localize it. It’s pretty much exciting because we’re starting from scratch,” she stressed.
Lucas congratulates the Tribal team who contributed to the strategy, idea and presentation. “Kudos to Daffy, Chewy, Eric, Lui, Sam, Giz, Migs, Ana, Rox, and Roy Santiago [who participated in the brainstorming].”
Tribal DDB was earlier awarded the TV5 digital requirements while DDB Philippines was appointed as this year’s creative agency for Canon Business Solutions (BIS) Group, beating Saatchi & Saatchi in the pitch shortlist.
In photo: Tribal DDB President & CEO Melissa Limcaoco and WWF Philippines CEO Lorenzo Tan (seated) are joined by Tribal DDB managing partner Chewy Chua, executive creative director DaffyMay Jonson, managing director John Lucas, WWF Philippines marketing sales manager Anna Montenegro-Antonino and VP marketing & corporate relations Reggie Olalia.