Initiative Appointed Monde Nissin’s Integrated Media Agency of Record

Initiative, the media agency within IPG Mediabrands, through its dedicated team, Crave, has announced their appointment as the integrated media agency of record for Monde Nissin following a competitive multi-agency pitch in July.

Following the win is the launch of Crave, the specialized team committed exclusively to servicing Monde Nissin. The remit will encompass all media and buying duties for the portfolio of brands across Monde Nissin and Monde M.Y. San.

“Initiative’s focus on business KPIs as the starting point for media decisions is exactly what we are looking for today,” said Gen dela Peña, Media Communications Head of Monde Nissin.


“Given today’s complex media landscape, we are looking forward to how Initiative and Team Crave will guide us on how to plan media more efficiently and effectively, with a clear focus on achieving the right metric for success. We are excited to see how the agency will use their knowledge and expertise to help us drive our business further. We look forward to a meaningful partnership!”

Melody Laogan, Managing Partner, Initiative Philippines, added, “We are absolutely thrilled to partner with Monde Nissin and launch Team Crave. This marks the beginning of an exciting journey of pushing boundaries and changing the game together.”

Paul Atienza, Managing Partner, Initiative Philippines, said, “This epic win is testament to Initiative’s modern and outcome-driven approach to integrated strategic planning. We cannot wait to join forces and craft unparalleled consumer experiences to grow Monde Nissin brands through our Fame and Flow™ model.”

Initiative Philippines’ appointment is effective immediately.


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