McCann wins Department of Tourism Philippines

McCann has won the Department of Tourism business in the Philippines, one of the country’s most highly coveted advertising accounts.

It's more fun in the Philippines

The IPG agency confirmed the news this morning, and takes on the account from BBDO Guerrero, the creator of the iconic line, ‘It’s more fun in the Philippines’.

DOT has yet to inform the agency of the scope of the brief, but McCann is expected to begin working on the business in the new year.

The news brings to an end a successful term for BBDO Guerrero on the account. The agency’s creative chairman David Guerrero came up with the ‘It’s more fun’ line while scuba diving in Boracay, and the strategy was devised by former CEO Tony Harris.

The campaign, created in 2012, has won numerous advertising effectiveness awards and has struck a chord with Filipinos, however the platform is to be retired and replaced with activity focused on specific destinations and activities.


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